A study of inventory management at COCA-COLA INDIA LIMITED is undertaken in order to know the MARKET SHARE ANALYSIS and position of the company in the market and to know the strengths and weaknesses and to assess the profitability of the company.

Introduction gives the detailed information about the company and the background of the company.

Statement of the problem
As per the survey conducted we can conclude that the market share of Coca-Cola is approximately 90%in MURGESHPALYA.

The main objectives of the study are:

To study the historical background of COCA-COLA INDIA LIMITED. To determine critical evaluation of the market.

 To study the competitive environment.

 To equip myself better in the area of market share analysis. 

Scope of the study

At COCA-COLA INDIA LIMITED plant this study was conducted to find the facts to increase the market share.




Research methodology
Research methodology gives the information or the type of research, the survey, the procedure and the techniques of data gathering sample size and technique used, it also shows the sample description and profile, scope and limitations of the study

Summary of findings

We can see that most of sales contribution is from glass bottles rather than pet bottles and customers are becoming eco friendly as they know that plastic bottles are harmful to them.


It is seen that Sprite almost contributed to 50% of the sales of all other Coca-Cola products like Thumbs up, Coca-Cola, Fanta and Maaza.


It is seen that Newspapers and T.V. contribute to maximum awareness in the minds of customers.

Conclusion and suggestions
1. Extra credit facilities to their customers who pay their bills on a regular basis. 2. No wonder Coca-Cola is making more sales than Pepsi but Pepsi is making profits from their food products like Lays and other eatables Therefore, CocaCola should also go into eatables in order to maximize their profits.




The soft-drink battleground has now turned towards new overseas markets. While once the United States, Australia, Japan, and Western Europe were the dominant softdrink markets, the growth has slowed down dramatically, but they are still important markets for Coca-Cola and Pepsi. However, Eastern Europe, Mexico, China, Saudi Arabia, and India have become the new "hot spots." Both Coca-Cola and Pepsi are forming joint bottling ventures in these nations and in other areas where they see growth potential. International marketing can be very complex. Many issues have to be resolved before a company can even consider entering uncharted foreign waters. This becomes very evident as one begins to study the international cola wars. The domestic cola war between Coca-Cola and Pepsi is still raging. However, the two soft-drink giants also recognize opportunities for growth in both Coca-Cola, which sold 10 billion cases of soft-drinks in 1992, and Pepsi now find themselves asking, "Where will sales of the next 10 billion cases come from?" The answer lies in the developing world, where income levels and appetites for western products are at an all time high. Often, the company that gets into a foreign market first usually dominates that country's market. Coca-Cola patriarch Robert Woodruff realized these 50 years ago and unleashed a brilliant ploy to make Coca-Cola the early bird in many of the major foreign markets. At the height of World War II, Woodruff proclaimed that wherever American boys were fighting, they'd be able to get a Coca-Cola. By the time Pepsi tried to make its first international pitch in the 50s, Coca-Cola had already established its brand name and a powerful distribution network. In the intervening 40 years, many new markets have emerged. In order to profit from these markets, both Coca-Cola and Pepsi need to find ways to cut through all of the red tape that initially prevents them from conducting



Coca-Cola and Pepsi have always competed against each other for a bigger market share. Both these companies Coca-Cola and Pepsi are of great caliber. They have gone in for blind taste test to advertising campaigns to even garnering customer support through brand ambassadors. But they have overcomed these difficulties and have managed to reach top positions. This paper seeks to examine these markets and the opportunities and roadblocks that lie within each. They have overcome all these difficulties to sell their products in the markets. The difficulties have included political campaigns against them. PG DEPARTMENT AIT. they are the companies that are ruling the market. They include the local competitors in a country against them.MARKET SHARE ANALYSIS business in these markets. But these companies have faced different difficulties in different parts of the world. BANGALORE 4 . This also includes the culture of the country which decides things like the people’s tastes and preferences. Infact. They have come up with a variety of campaigns to get a one-up over each other.

Other highlights of the Indian soft drink market are as under: India is a young country with 20. in particular. Pepsi is seen as the most aggressive of the lot. which is where the potential for soft drinks lie. Not only have the sales increased but the bottle sizes have also increased from 250 ml to 300 ml. almost 50% is contributed by the colas alone. PEPSI and COCO-COLA. Both have universal brand names. The study growth and increasing sales show a highly rewarding future for the soft drinks business in India. the per capita consumption in India is PG DEPARTMENT AIT. Asian youth are among the world’s fastest growing consumer segment today. itself. with the emerging middleclass and higher purchasing power the expenditure on soft drinks is bound to increase considerably. Indonesia and India make up three of the world’s 4 biggest soft drink markets. The fortune 500 majors have duly acknowledged the potential and consumption of beverages. China. of the total volume. which are the most widely consumed and promoted drinks internationally. in India.4% of its population lying in the age group of 15-24 years. followed by Thumps Up from the COCO-COLA portfolio and thirdly COCO-COLA. this is possible only through intense marketing.MARKET SHARE ANALYSIS INDUSTRY PROFILE ` The global market consists of two major players. They are available in almost 200 countries Pepsi products are served in more than 160 countries. BANGALORE 5 . which has led to cut-throat competition and the famous cola wars. While the per capita consumption of soft drinks in the United States is about 770 servings and 62 servings outside the United States. In the cola category.

BANGALORE 6 .12. transportation and cooling structure at retail outlets? In India. Additionally. The industry is growing at a rate of 20% per annum. India has only 3.15 lakh retailers who stock soft drinks whereas a country like Philippines. thus making it expensive for the customers. which is lower than the average consumption in Pakistan and Bangladesh. Soft drink sales have great seasonal fluctuations in India with sales peaking in summers and plummeting in the other seasons. cost of plant and equipment. In India consumers pay at least 13 times more than an American for a carbonated soft drink. with a population 60 million.e.5 lakh retail outlets. most of the retailers sell a drink for anywhere for Rs. has 4. The face of the soft drink industry is expected to thoroughly change in the coming years. The arrival of the big giants has caused a phenomenal change in the industry. consumption of soft drinks in India is mostly restricted to special occasions.5 hour of work to be able to buy a soft drink while in other developed countries it takes only 5 minutes. The soft drinks bottling operation is a capital intensive business. The soft drinks industry in India faces many challenges. as compared to their purchasing power.MARKET SHARE ANALYSIS a ridiculously low figure of 3 servings per year. soft drink giants are PG DEPARTMENT AIT. Most of the people in India are below the poverty line. with investment at four levels i. investment in bottles and crates. It takes an Indian 1. Even today. However. For a population of over 1200 million. But the soft drink market in India has been undergoing tremendous changes since the liberalization of the economy. the soft drink industry is suffering greatly due to lack of capacity and infrastructure. aggressively aiming to make it an anytime drink. Consumption of soft drinks is still considered a luxury in India.

this was a two sided coin in that Pepsi-Cola was also seen as a cheap soda. They updated their logo. and also moved from the 12 ounce bottle to a 16 ounce bottle. and instead started becoming a soda that was preferred by fashionable young adults. Pepsi also continued to invest heavily in advertising and started using celebrities such as PG DEPARTMENT AIT. majority of the participants picked Pepsi as the better tasting of the two soft drinks. John Sculley. They also started designing television commercials that reported the results of these tests to the public at large. Incorporated. Over the next several years Pepsi went on to expand this "Pepsi Challenge" throughout the nation. However. They introduced Teem (a lemon/lime based soda). In 1975 Pepsi introduced the Pepsi Challenge. and also introduced Slice. Starting in 1958 Pepsi began to lose its reputation as a bargain soda. Vic Bonomo. Kendall. During these blind taste tests. and started offering a diet version of Pepsi as well. and Craig Weatherup with each of these men helping Pepsi grow by leaps and bounds. Pepsi-Cola has achieved huge success as a soft drink. However. By the mid 1960's the United States was full of teenagers that had been born shortly after World War II. The rest of this profile could go into the contributions of each of these men." Pepsi also continued to keep its product from becoming old fashioned by occasionally making small changes in packaging throughout the years. Donald M. and to do so they switched their marketing strategy. Pepsi also started providing other lines of products. they replaced the straight sided bottle with the "Swirl" bottle. This was a marketing campaign where they set up a blind tasting between their product and that of their arch-rival CocaCola. one of the biggest changes to occur to Pepsi-Cola happened in 1965 when they merged with FritoLay and became PepsiCo. They were the "Baby Boomers" and they were also the "Pepsi Generation. They purchased and went national with Mountain Dew. BANGALORE 7 . Roger Enrico. Pepsi had to change this perception. These men include Herbert Barnet.MARKET SHARE ANALYSIS Over the years Pepsi-Cola has gone through a series of Presidents and CEOs.

MARKET SHARE ANALYSIS Michael Jackson, Tina Turner, Michael J. Fox, Joe Montana, Dan Marino, Vice Presidential contender Gealdine Ferraro, and many others to help them market to the "New Generation." It wasn't long before Pepsi became the number one soft drink sold in American supermarkets and they were closing in on becoming the most popular soft drink sold in the nation. The Pepsi Challenge and the Pepsi advertising blitz were clearly having an effect with more and more people switching from Coca-Cola to Pepsi. As a result Coca-Cola made the decision to change their formula to taste more like Pepsi. Of course, Pepsi took advantage of this situation and really had a field day making fun of Coca-Cola. The president of Pepsi, Roger Enrico, gave his employees a day off by declaring a holiday to celebrate the day they won the cola wars. Television commercials, full page ads in major newspapers, and lots of comedians all on their own, took their shots as well. There was such uproar to this formula change that within a couple of months Coca-Cola had brought back the original Coca-Cola. After switching back to their original formula, Coca-Cola and Pepsi continued to battle it out for supremacy in the cola wars. Pepsi continued to make some great commercials. They featured famous personalities such as Ray Charles, Shaquille O'Neal and others. Pepsi also moved into other beverage categories by working out deals with Lipton, Ocean Spray, and Starbucks. Pepsi has continued to expand globally throughout the years until practically every nation on the face of the earth either has a bottling plant of their own, or can at least buy a bottle of Pepsi. By 1993, Pepsi-Cola profits had surpassed $1 billion, and in 1998 Pepsi celebrated its 100th anniversary.




Soft drinks can trace their history back to the mineral water found in natural springs. Bathing in natural springs has long been considered a healthy thing to do and mineral water was said to have curative powers. Scientists soon discovered that gas carbonium or carbon dioxide was behind the bubbles in natural mineral water. The first marketed soft drinks (non-carbonated) appeared in the 17th century, they were made from water and lemon juice sweetened with honey. In 1676, the Compagnie de Limonadiers of Paris were granted a monopoly for the sale of lemonade soft drinks. Vendors would carry tanks of lemonade on their backs and dispensed cups of drink to thirsty Parisians. In 1767, the first drinkable man-made glass of carbonated water was created by Englishmen Doctor Joseph Priestley. Three years later, Swedish chemist Torbern Bergman invented a generating apparatus that made carbonated water from chalk by sulphuric acid. Bergman's apparatus allowed imitation mineral water to be produced in large quantities. In 1810, the first United States patent was issued for the "means of mass manufacture of imitation mineral waters" to Simons and Rundell of Charleston, South Carolina. However, carbonated beverages did not achieve great popularity in America until 1832; First, John Mathews invented his apparatus for making carbonated water, and then he mass-manufactured his apparatus for sale which gained great popularity.




Time line of soft drinks industry
1798: The term "soda water" first coined. 1810: First U.S. patent issued for the manufacture of imitation mineral waters. 1819: The "soda fountain" patented by Samuel Fahnestock. 1835: The first bottled soda water in the U.S. 1850: A manual hand & foot operated filling & corking device, first used for bottling soda water. 1851: Ginger ale created in Ireland. 1861: The term "pop" first coined. 1874: The first ice-cream soda sold. 1876: Root beer mass produced for public sale. 1881: The first cola-flavored beverage introduced. 1885: Charles Aderton invented "Dr Pepper" in Waco, Texas. 1886: Dr. John S. Pemberton invented "Coca-Cola" in Atlanta, Georgia. 1892: William Painter invented the crown bottle cap.

1898: "Pepsi-Cola" was invented by Caleb Bradham.



MARKET SHARE ANALYSIS 1899: The first patent issued for a glass blowing machine. the coloring was baked on the face of the bottle. 1934: Applied color labels first used on soft drink bottles. 1919: The American Bottlers of Carbonated Beverages formed. 1920: The U. 1923: Six-pack soft drink cartons called "Hom-Paks" created. invented by Ennal Fraze of Kettering. used to produce glass bottles. 1913: Gas motored trucks replaced horse drawn carriages as delivery vehicles.000 bottlers now exist. 1952: The first diet soft drink sold called the "No-Cal Beverage" a gingerale sold by Kirsch. Invented by Charles Leiper Grigg. BANGALORE 11 . The pull-ring tab was invented by Alcoa. 1963: The Schlitz Brewing Company introduced the "Pop Top" beer can to the nation in March. 1962: The pull-ring tab first marketed by the Pittsburgh Brewing Company of Pittsburgh. Ohio. Early 1920's the first automatic vending machines dispensed sodas into cups. PG DEPARTMENT AIT.S. Census reported that more than 5. 1957: The first aluminum cans used. PA. 1959: The first diet cola sold. 1929: The Howdy Company debuted its new drink "Bib-Label Lithiated Lemon-Lime Sodas" later called "7 Up".

MARKET SHARE ANALYSIS 1965: Soft drinks in cans dispensed from vending machines. 1973: The PET (Polyethylene Terephthalate) bottle created. 1965: The resalable top invented. KY. INDIAN SCENARIO OF SOFT DRINKS INDUSTRY PG DEPARTMENT AIT. 1981: The "talking" vending machine invented. 1979: Mello Yello soft drink is introduced by the Coca-Cola Company as competition against Mountain Dew. 1966: The American Bottlers of Carbonated Beverages renamed The National Soft Drink Association. BANGALORE 12 . 1970: Plastic bottles are used for soft drinks. Introduced by the Falls City Brewing Company of Louisville. 1974: The stay-on tab invented.

bottles. and Thumps up. How Pepsi Entered India Coca-Cola was forced to leave India in 1977. Diet Pepsi. Soft drinks can also be divided into cola products and non-cola products.Cola. soft drinks marketed in India were 6540 million bottles in March 2001. which contributes more than 50% of the yearly sales. Orange flavored drinks and sodas are popular in southern states. which was around 2-3% in '80s. Non-alcoholic beverage market can be divided into fruit drinks and soft drinks. Cola products in Indian include brands like Pepsi Cola. lemon and oranges are carbonated drinks which includes mango drinks. given the political/social unrest in Punjab during 1980s). Cola drinks account for nearly 61-62% of the total soft drinks market in India. The market growth rate. the high season lasts for 70-75 days. Non-Cola products account for 36% of the total soft drink market. BANGALORE 13 . The promises that Pepsi made played a central role in bringing about an agricultural revolution and employment in the state of Punjab (This was a wonderful offer. and Fernandez had personally cited this to Pepsi in his letter when Pepsi was toying around the idea to enter India. Most of the sales of soft drinks takes place during summers while just 5-6% of total sales takes place in winters. Diet CocaCola. In summers. increased to 5-6% in the early '90s and is presently 7-8% per annum. PET bottles or disposable containers can be divided into carbonated and noncarbonated drinks. only 25% of the investment would be for soft drinks business. It was upto Pepsi to offer a very good package to the Indian government. Punjab. Western markets have preference towards mango-flavored drinks.MARKET SHARE ANALYSIS According to government estimates. Haryana etc. Cola. Coca.  Focus on food and agro-processing. aluminum cans. PG DEPARTMENT AIT. In terms of regional distribution cola drinks have main markets in cities and northern states of UP. Soft drinks available in glass.

as a 'Lehar Pepsi' brand (remember that funny sketch comes for 7-up these days?) Pepsi's entry into India was even noted by marketing gurus like Philip Kotler. In short. also used politics and Public Opinion in the process. BANGALORE 14 . who said. It brought about an amazing increase in tomato production. it is a matter of no concern as far as the scope of this survey is concern. political and public relations skills to gain the cooperation of a number of parties in order to enter India. But. Finally. it entered India. Whether Pepsi kept its promise or not. we call it in marketing jargon as Mega Marketing! COMPANY PROFILE PG DEPARTMENT AIT. that Pepsi. Pepsi had done good things for this country. whether the 'pesti'-factor is true or not. It also offered its contract farmers with advanced equipments free of cost. and Pepsi was partly saved. did Pepsi keep all its promises? It didn’t. and thankfully.000 jobs in India. It also setup an agro-based research center in Punjab and Karnataka. psychological. India liberalized. But.a strategic coordination of economic. What is to be seen in the case of 'Pepsi's entry is the way in which it was executed . in 1988.MARKET SHARE ANALYSIS  Boost the image of Indian products in foreign markets  Creation of 50. through contract farming. apart from using the 4Ps.

Three versions of Coca-Cola — sold by three separate businesses — were in the market. when Atlanta and Fulton County passed prohibition legislation. Georgia. and for the first eight months only an average of nine drinks were sold each day. and E. Mayfield. Pemberton's son Charley Pemberton began selling his own version of the product. The same year. BANGALORE 15 . In 1887. In the same year. who incorporated it as the Coca Cola Corporation in 1888. Pemberton ran the first advertisement for the beverage on May 29th that year in the Atlanta Journal. The first sales were made at Jacob's Pharmacy in Atlanta. a source of caffeine.H. Coca-Cola was initially sold as a patent medicine for five cents a glass. although it was originally meant to be a headache medicine. His book keeper (and later lead Marketer). 1886. dyspepsia.O. PG DEPARTMENT AIT. Pemberton called for 5 ounces (140 grams) of coca leaf per gallon of syrup. and impotence. Bloodworth. Georgia druggist John Stith Pemberton invented a cocawine called Pemberton's French Wine Coca in 1885. because it included the stimulant cocaine and was flavored using kola nuts. Pemberton sold the rights a second time to three more businessmen: J. Murphey. A. coined the name Coca-Cola.C. on May 7th.MARKET SHARE ANALYSIS A Brief History Of Giant Early years Columbus. Pemberton claimed Coca-Cola cured myriad diseases. headache. including morphine addiction. Frank Robinson. Pemberton began to develop a non-alcoholic version of the French Wine Coca. neurasthenia. Meanwhile. Pemberton sold a stake in his company to Asa Griggs Candler.

However. Regardless. becoming parent bottlers. John Pemberton declared that the name Coca-Cola belonged to Charley. and Woolfolk Walker. in the summer of 1888. However. Candler began aggressively marketing the product — the efficiency of this concerted advertising campaign would not be realized until much later. Candler had the earliest records of the company burned. Initially. In 1910. but the other two manufacturers could continue to use the formula. Biedenharn. in 1914. they were soon replaced with "crown top" bottles with straight sides. and subsequent analysis has indicated John Pemberton's signature was most likely a forgery as well. variants of this design remain in use today. So. Candler was tentative about bottling the drink. Candler sold his beverage under the names Yum Yum and Koke. This meant that Coca-Cola was PG DEPARTMENT AIT. at the Biedenharn Candy Company in 1891. The first bottling of Coca-Cola occurred in Vicksburg. Reportedly leaky. further obscuring its legal origins. In 1892. varying from soda fountain urns to wall murals.MARKET SHARE ANALYSIS Under Candler and Woodruff In an attempt to clarify the situation. Mississippi. Dozier came forward to claim her signature on the bill of sale had been forged. Margaret Dozier. 1894. Legal matters were not helped by the decision of the bottlers to subcontract to other companies — in effect. in order to force his two competitors out of business. Candler set out to establish a legal claim to Coca-Cola in the late 1888. BANGALORE 16 . the loosely termed contract proved to be problematic for the company for decades to come. Coca-Cola was sold in bottles for the first time on March 12 th. such as the distribution of vouchers for free glasses of Coca-Cola. Its proprietor was Joseph A. The Coca-Cola Company — the current corporation. The distinctive "hobble-skirt" bottle design now associated with Coca-Cola was introduced in 1915. and advertising through media. Candler pioneered several promotional techniques. Candler apparently purchased exclusive rights to the formula from John Pemberton. After both failed to catch on. The original bottles were of six-ounce (170-gram) Hutchinson bottles manufactured by Biedenharn and sealed with a rubber gasket. but the two entrepreneurs who proposed the idea were so persuasive that Candler signed a contract giving them control of the procedure. and sealed with a metal cap. Candler incorporated a second company.

the company began taking advertising even more seriously than it had before. affixing the company logo to racing dog sleds in Canada and Spanish bullfighting arenas. D'Arcy associated Coca-Cola with typical everyday scenes of people going about their daily business. and began opening manufacturing plants in various European and Central American countries. Ernest Woodruff. who focused on expanding the scope of the business to the rest of the US. Woodruff inherited leadership of the company from his father. which he thought had great potential. the onset of the Great Depression led to fears that sales might be depressed for the year. Woodruff continued to have a major influence on the business long after his retirement until his death in the 1980s. BANGALORE 17 . his personal view was that "Coca-Cola advertising should create scenes that drew people in and made them part of the pleasant interludes of everyday life". which made bulk purchases of Coca-Cola substantially easier. ages and sexes drink Coca-Cola". with advertising copy such as "all classes. sales of PG DEPARTMENT AIT. whose creations set the tone for Coca-Cola advertising that his successors would follow. an advertising campaign spearheaded with the slogan "the pause that refreshes" led per capita consumption of Coca-Cola to actually double. the next executive to have a major impact on Coca-Cola's future was Robert Woodruff. Woodruff became President of the Coca-Cola Company four years later. That same year. Emphasizing quality in the production of Coca-Cola. who had successfully led a campaign to takeover the company from Candler in 1919. standardized "hobble-skirt" bottle in 1916. until the introduction of the iconic. It was Woodruff who assumed responsibility for designing Coca-Cola's foreign advertising campaigns. However. After the advent of bottling. In 1929. such as the six-pack carton. Looking beyond the United States. A noted workaholic. he initiated a "Quality Drink" campaign aimed at properly training those who served Coca-Cola at soda fountain outlets. hiring William D'Arcy. he set up a foreign department of the company in 1926. After Candler. D'Arcy attempted to appeal to as broad a class of people as possible. Instead of targeting particular population segments. Woodruff was also influential in establishing quality standards for the bottled version of Coca-Cola. He also introduced some new forms of distributing Coca-Cola.MARKET SHARE ANALYSIS originally sold in a wide variety of bottles.

which had outsold Coca-Cola as recently as 1920. The decision of its manufacturer to cut back on advertising expenditure led to Moxie's eventual marginalization in the United States. during this period led to a decline in the sales of Moxie.S. the soldiers brought home their newfound taste for Coca-Cola. Eventually. World War II to the 1970s When the United States entered World War II. as well as a musical jingle in its advertising campaign. despite the bleak economic outlook. by offering twelve-ounce bottles for the same price (five cents) as Coca-Cola's six-ounce bottles. The Great Depression. However. government and Coca-Cola whereby the company was exempted from sugar rationing. PG DEPARTMENT AIT. Army permitted Coca-Cola employees to enter the front lines as "Technical Officers" where they operated Coca-Cola's system of providing refreshments for soldiers. After the war. Pepsi. PepsiCo succeeded in becoming a challenger to Coca-Cola's dominance of the American market. a 1935 advertisement depicted a man nonchalantly smiling on his way to work. BANGALORE 18 .S. The proliferation of CocaCola and a newcomer to the soft drink market. Throughout the Great Depression. presenting an idealised view of American life at the time. who welcomed the beverage as a reminder of home. sugar rationing in the United States meant CocaCola was unable to produce drinks at full capacity.MARKET SHARE ANALYSIS bottled Coca-Cola overtook those of Coca-Cola sold at soda fountains for the first time. however. popularising the drink. The U. and continued to rival CocaCola's dominance of the American market. the difficulty of shipping Coca-Cola concentrate to Germany and its occupied states. Fanta is still sold worldwide to this day. led to the creation of a new drink (Fanta) by a CocaCola employee. Coca-Cola has been criticised for its decision to continue trading in Nazi Germany. a deal was struck between the U. while Coca-Cola supplied free drinks to the United States Army. due to the allied blockades. also saw a setback for Coca-Cola with the arrival of a new competitor — Pepsi. Coca-Cola advertising continued to be upbeat. A survey of soldiers after the war indicated that veterans preferred Coca-Cola to Pepsi by an 8 to 1 ratio. with its profits doubling from 1936 to 1938.

the company resignedly began advertising Coca-Cola jointly as Coca-Cola and Coke." but people persisted in asking simply for "Coke". Although widely prevalent in vernacular usage. Coke was soon being distributed in numerous other countries. After World War II. in order to spur distribution of the drink to soldiers. 1985 to the Present New Coke original logo from 1985-1988. validating it as a way of referring to Coca-Cola. The process was aided by the company assuming control of a number of Coca-Cola manufacturing plants which had been established during the war by the army. Advertising campaigns encouraged people to "ask for 'Coca-Cola' by its full name. PG DEPARTMENT AIT. In 1941. BANGALORE 19 . Initially having been restricted only to North America and Western Europe. such as the Philippines. Coke began expanding worldwide. which had been occupied by the Americans during World War II. In 1945.MARKET SHARE ANALYSIS Another wartime innovation was the trademarking of "Coke" by the Coca-Cola Company. especially those. the company had initially fought against this practice with the reasoning that "nicknames encourage substitution". the "Coke" name was trademarked. with help from the company.

from rural Nepal. to Africa. Coca-Cola is considered to be one of the most widely distributed products in the world. PG DEPARTMENT AIT.MARKET SHARE ANALYSIS In April 1985. Public backlash to the new formulation was significant. and can be obtained in nearly every locality of the world. and The Coca-Cola Corporation re-launched the original formula in July. The Coca-Cola Corporation launched a reformulated Coca-Cola. New Coke was an almost complete market failure. BANGALORE 20 . to Beijing. dubbed New Coke with an intense marketing effort. Internationally. 1985 under the brand "Coca-Cola Classic". sales of Coca-Cola vary from country to country. although it is the dominant soft drink in virtually every country it is sold.


MARKET SHARE ANALYSIS PRODUCTS OF COCA COLA Carbonated Soft Drinks and Functional Beverages Coca-Cola manufactures and distributes a range of carbonated soft drinks and functional beverages. PG DEPARTMENT AIT. Fanta and Powerade. Sprite. It also controls a portfolio of its own beverages including Kirks and Deep Spring. BANGALORE 22 . Many of the brands are trademarks of The Coca-Cola Company such as Lift.

MARKET SHARE ANALYSIS Health and Wellbeing In recent years Coca-Cola Company has become a broader beverage company. In 2004 Coca-Cola Company acquired SPC Ardmona. This acquisition moved into the food manufacturing and distributing business. BANGALORE 23 . Water.Juice and low calorie CSD's are increasingly becoming the growth categories of its business. offering different solutions for different drinking occasions. Some of Coca-Cola Beverage Brands: Coca-Cola Sprite Thumps Up Fanta Maaza Finley water COMPETATORS OF COCA COLA: Pepsi Slice 7up Limca Aquafina Mountain Dew Other beverages Growth Drivers PG DEPARTMENT AIT.

They know their people work hard and. Work-life balance COCA-COLA recognizes that their employees are constantly juggling commitments from their home. suppliers. work and personal lives. BANGALORE 24 . while respecting their relationships with their people and/or any representatives they may choose. They are committed to providing and maintaining a safe and healthy workplace for all employees. It foster an open and inclusive environment in which their people can strive to ‘always look for a better way’. as they move forward. These commitments not only meet all legal requirements and national standards in the countries in which they do business. they are putting measures in placed to encourage a healthy work-life balance for their employees. At different times in an PG DEPARTMENT AIT. contractors and visitors. productive and committed workforce that drives their business success. They actively promote diversity and equality in their workplace. but also cultivate a highly motivated.MARKET SHARE ANALYSIS Product and package innovation Non-carbonated beverage and food expansion Growing product availability through cold drink equipment placement and outlet expansion Improved customer service and in-market activation Revenue management and cost discipline People At COCA COLA people are their business. They constructively deal with their people in good faith.

They provide appropriate and meaningful learning opportunities so that their employees can perform at their maximum potential and develop personally and professionally. BANGALORE 25 . such as job sharing and parttime work. They believe that a productive learning and development environment can be achieved through the consistent application of these basic steps:   Incorporating Learning and Development into Functional Business Plans Ensuring access and equity in the provision for and conduct of training and assessment opportunities via their individual development plans for employees   Educating employees about learning and development opportunities Providing performance management materials on their intranet. they introduced Annual Leave Salary Sacrifice Plan. Learning and Development COCA-COLA employs quality people and develops them for current and future roles within a climate of continual learning. whereby employees are able to purchase additional annual leave. volunteer services leave. Remuneration PG DEPARTMENT AIT. in recognition of the fact that their employees may wish to take more than their usual annual leave entitlement. In 2006. and paid parental and adoption leave.MARKET SHARE ANALYSIS employees’ career they may need greater work flexibility and they aim to assist them in achieving a healthy work-life balance. They provide a number of employee benefits including flexible working arrangements through their Flexible Work Options Policy.

safety and welfare of all employees are of primary concern to Coca-Cola’s management. BANGALORE 26 . they value diversity. ‘Our Working Together Policy’ outlines this commitment. Their remuneration and benefits are reviewed regularly to ensure they are fair and in line with the current market. They hold each other accountable for performance and reward employees commensurate with their performance. there are a number of procedures and initiatives in place that ensure they fulfil their commitment to being an equal opportunity employer. They believe in equal opportunity employment and foster a work environment which is inclusive and allows all employees to develop both personally and professionally. In addition. They are dedicated to the provision of a healthy and safe workplace. Initiatives. Occupational Health and Safety (OH&S) The occupational health. They are committed to providing a safe and harmonious work environment free from harassment and discrimination and in line with legislative requirements.MARKET SHARE ANALYSIS COCA-COLA believes in paying competitively within each market in which they operate.increasing the number of women in their workplace ensure that they continue to improve in this area. They acknowledge that OH&S is the responsibility of management and every employee. and they recognize the importance of leading and promoting the highest principles and practices to ensure health and safety across their operations. Equal Employment Opportunity and Diversity At COCA-COLA. such. This is evident through their health and safety philosophy: PG DEPARTMENT AIT.

incidents and occupational illnesses are preventable    All managers are accountable for the management of health and safety. injury management and workers compensation Executive management has direct involvement in the OH&S Management System and Workers Compensation System Occupational health and safety is a condition of employment and all employees are responsible for complying with legislative and company OH&S requirements     Training is a critical component of the OH&S.MARKET SHARE ANALYSIS  All accidents. compensation and injury programs Safety audits and inspections are carried out by all organization levels All hazards and deficiencies shall be corrected promptly Off-the-job health and safety is an important part of the health and safety effort. CHAPTER 3DESIGN OF THE STUDY PG DEPARTMENT AIT. BANGALORE 27 .

 To equip myself better in the area of market share analysis. To analyze the functions.MARKET SHARE ANALYSIS TITLE OF THE STUDY To study the market share of COCA-COLA INDIA LIMITED so as to find the various problems which might arise once the products are commercialized in the market. This study aims to know the customer preference and attitude regarding COCA-COLA products. procedures in the market share analysis. remedies in various aspects of improving market share. To determine critical evaluation of the market. The main objectives of the study are:To study the historical background of COCA-COLA INDIA LIMITED. To suggest some strategies.   Scope of the study PG DEPARTMENT AIT.   To study the effectiveness of the market in today’s world. BANGALORE 28 .   To study the competitive environment. Statement of the problem As per the survey conducted we can conclude that the market share of Coca-Cola is approximately 90%in MURGESHPALYA.

BANGALORE 29 . • RESEARCH METHODOLOGY PG DEPARTMENT AIT. In accordance with the present trends it aims mainly at finding out the market share of COCA-COLA INDIA LIMITED in the market.MARKET SHARE ANALYSIS • At COCA-COLA INDIA LIMITED plant this study was conducted to find the facts its market share and how to increase it.

This means that it is necessary for the researcher to design his methodology for his problem as the same may differ from problem to problem. The scope of Research Methodology is wider than that of research methods. Research Methodology has many dimensions and research methods do constitute a part of the research methodology. Researchers need to understand the assumptions underlying various techniques and they need to know the criteria by which they can decide certain techniques and procedures applicable to certain problems.MARKET SHARE ANALYSIS METHODOLOGY OF DATA COLLECTION Research Methodology is a way to systematically solve the research problem. PG DEPARTMENT AIT. It is necessary for the researcher to know not only the research methods/techniques but also the methodology. when we talk of research methodology we not only talk of the research methods but also consider the logic behind the methods we use in the context of our research study and explain why we use particular method or technique so that research results are capable of being evaluated either by researcher himself or by herself. Sources of Data Important criteria for the validity of any research study in a methodical way. Thus. BANGALORE 30 . It may be understood as a science of studying how research is done scientifically. In Research Methodology we study various steps that are generally adopted by a researcher in studying this research problem along with the logic behind them.

2. entire groups or clusters are selected at random. data collected should be accurate and reliable. Cluster Sample: It implies that instead of selecting individual units from population.Probability Sample Probability Sample 1. Stratified random Sample: The population is divided into mutually exclusive and mutually exhaustive strata or sub groups and simple random is selected from each sub-group. BANGALORE 31 . The Secondary Data for this study has been collected by referring to various records of COCA-COLA INDIA LIMITED. Primary Data and 2.MARKET SHARE ANALYSIS In research to get meaningful information. Convenience Sample: This sample is based on the convenience of the researcher who is to select a sample. Secondary Data.Probability Sample 1. There are 2 sources of data collection 1. Simple Random Sample: Every member of the population has an equal chance of selection. it was also collected from some important journals magazines and websites Type of Sample design There are two types of sample design: 1. It was also collected through a survey of consumers by using the technique of questionnaire. The Primary Data was collected from having discussions with marketing officers and various retailers. Non. PG DEPARTMENT AIT. Non. Probability Sample 2. 3.

the sample design selected is random sampling. The table PG DEPARTMENT AIT. . Quota Sample: The researcher finds and interviews a prescribed number of people in several categories. We can classify data in two ways. Sample size can be determined by practical approach and statistical approach. Often they are the only feasible way to reach a number of reviewers large enough to allow statistically analysis of the results. Generally practical approach is widely used by the researcher. Analysis and interpretation The analysis and interpretation was done from the data collected through the questionnaires. Subjective vs. however they are not equally suited to measuring all types of data. Qualitative. Questionnaires are quite flexible in what they can measure. Judgment Sample: The units or elements are purposively selected in this sample. processed and tabulated in the form of tables and graphs. 3. Different types of questions are consolidated for collecting exhaustive information regarding the market of Coca-Cola. Tools and Techniques of Data Collection Questionnaire Questionnaires are an inexpensive way to gather data from a potentially large number of respondents. BANGALORE 32 . In this study. Simple Size Decision The important decision that has to be taken by the researcher is determining the size of the sample.MARKET SHARE ANALYSIS 2. Objective and Quantitative vs.

The performance of business activities that direct the flow of goods and services from the producers or suppliers to the customers and end users. it is essential to know the market and find out the potential customers of the company. could not be made public by the organization. This also helps the company to know their share in the market compared to their competitors. graphs and diagrams to draw conclusions from the analysis was done. percentage. MARKET SHARE ANALYSIS: Market share analysis refers to a process of scanning the environment and finding out the prospective customers of the company. Discussion with all related officials was not possible. Market is in fact concerned with the sophisticated strategy of endeavoring to offer the consumers what they need. which was needed. Duration for the study was another limiting factor as the report was to be completed in 6 week’s time DEFINATION OF MARKET: Market is defined as a place where buyers and sellers meet together for exchange of goods and services and their values are determined in terms of money or money’s worth and also to share mutual understanding with each other. PG DEPARTMENT AIT. Therefore. Limitation of the study • • • • • Time restriction. The study covered a vast concept hence wide collection and coverage of information was not easily possible. BANGALORE 33 . The information.MARKET SHARE ANALYSIS thus obtained by calculating average.

Why Market share analysis? PG DEPARTMENT AIT. Number of cities to be selected 2. It is an expensive exercise 3. It gives tips to competitors How is Market share analysis conducted? Market share analysis is rapidly approaching the stage of science or at least highly developed art. Action to be taken Selection of cities is influenced by the factors of representative ness and cost The length of test run is decided by the factors of average repurchase period. Inaccurate results 2. 1. BANGALORE 34 . sales and profitability in case of alternative plans The action to be taken is either to go in for commercialization or abandon the case. Some companies develop their own plans for test marketing and some others depend largely on advertising agencies and specialized consultancy houses. The information to be collected 4. competition and cost What information is to be collected is related to two points namely. It is time consuming affair 4. Market share analysis plan design covers the following points 1.MARKET SHARE ANALYSIS Problems in Market share analysis. Length of test run 3.

To predict product faults 4. To know the reactions of competitors ANALYSIS AND INTEPRETATION NAME OF THE RETAIL STORES: PG DEPARTMENT AIT. To predict alternative marketing plans 3. BANGALORE 35 . To improve the knowledge of potential product sales 2.MARKET SHARE ANALYSIS 1.


BANGALORE 37 .MARKET SHARE ANALYSIS PEPSI 2 COCACOLA 18 10% 90% From the above table and the graph we can infer that most of the respondents prefer COCA-COLA as their soft drink We can also tell that almost 90% of the respondents purchase and sell only COCA-COLA products as against only 10% of PEPSI products GRAPH SHOWING THE PURCHASING AND SELLING SATISFACTION OF RETAILERS PG DEPARTMENT AIT.


and COCA- GRAPH SHOWING THE MOST LIKED BRAND OF COCA-COLA PG DEPARTMENT AIT. followed by LIMCA. COLA with 10% and FANTA with 5% MAAZA. BANGALORE 39 .MARKET SHARE ANALYSIS MAAZA 2 10 From the table we can tell that SPRITE has the maximum sales when compared to other products like THUMPS UP with 30%.

BANGALORE 40 .MARKET SHARE ANALYSIS 3. OF RESPONDENTS PERCENTAGE YES 18 2 90 10 NO From the table we can infer that 90% of the respondents were satisfied with the sales of all COCA-COLA products as against 10% satisfaction with PEPSI products PG DEPARTMENT AIT. Are you satisfied with the sales of Coca-Cola? NO.


Do you think advertisements. offers of Coca-Cola brands help in increasing the demand of the products? NO.20%were in agreement and neutral and only 10%of them were not satisfied with the offers PG DEPARTMENT AIT.MARKET SHARE ANALYSIS 4. BANGALORE 42 . We can see that 40%of the retailers were in total agreement with it where as only 30%. OF RESPONDENTS PERCENTAGE TOTALLY AGREE AGREE NEUTRAL DISAGREE TOTALLY DISAGREE 8 6 4 1 1 40% 30% 20% 5% 5% We can infer that offers advertisements provided by the company are very good.


OF RESPONDENTS PERCENTAGE LESS THAN 25 CASES MORE THAN 25 CASES MORE THAN 50 CASES 13 5 2 65% 25% 10% Most of the respondents sold less than 25 cases in a week and the rest shared with other retailers who sold more than 25 and 50 cases respectively every week PG DEPARTMENT AIT.MARKET SHARE ANALYSIS 5. BANGALORE 44 . How many cases do you sell in a week? NO.


OF RESPONDENTS PERCENTAGE PET BOTTLES GLASS BOTTLES 6 14 30% 70% From the table we can infer that 70% of the respondents preferred their Cola in Glass bottles as against 30%of the respondents preferred in pet bottles GRAPH SHOWING THE PACKAGE PREFERRED BY CUSTOMERS PG DEPARTMENT AIT. Which package do customers prefer? NO.MARKET SHARE ANALYSIS 6. BANGALORE 46 .


BANGALORE 48 .MARKET SHARE ANALYSIS RESPONDENTS PEPSI COCA-COLA 1 4 1 14 2 18 10% 90% From the table we can infer that 90% of the respondents preferred COCA-COLA as against 10% PEPSI with respect to taste and branding as the price was the same GRAPH SHOWING THE COMPARISON BETWEEN PEPSI AND COCA-COLA PG DEPARTMENT AIT.


MARKET SHARE ANALYSIS than20 10 50 COCALess than More than Less COLA 10 30 than10 18 90% 90% of the respondents had more chilled bottles of COCA-COLA rather than PEPSI since these products were fast moving and the number of empty bottles were also less as they were replaced with filled ones as and when they became empty. GRAPH SHOWING THE NUMBER OF BOTTLES PRESENT IN THE STORE PG DEPARTMENT AIT. BANGALORE 50 .

OF RESPONDENTS PERCENTAGE PEPSI COCA-COLA 2 18 10% 90% PG DEPARTMENT AIT. BANGALORE 51 .MARKET SHARE ANALYSIS 9. Which company do you think will provide the maximum after sales service? NO.

BANGALORE 52 .MARKET SHARE ANALYSIS From the survey conducted we can infer that 90% of the respondents liked the post sales service of COCA-COLA rather than PEPSI since they hardly contacted them GRAPH SHOWING THE COMPANY WHICH PROVIDES MAXIMUM AFTER SALES SERVICE PG DEPARTMENT AIT.

V is more effective in advertising Coca-Cola products than other forms of media Newspaper and Magazines were with 35 and 20% respectively.MARKET SHARE ANALYSIS 10. OF RESPONDENTS PERCENTAGE NEWSPAPER TELEVISION MAGAZINES 7 9 4 35% 45% 20% From the survey we can infer that 45% of the respondents felt that T. Which media is more effective in advertising Coca-Cola brands? NO. PG DEPARTMENT AIT. BANGALORE 53 .


BANGALORE 55 . The bill amount of PEPSI and COCA-COLA on a weekly basis? LESS THAN 1000 1 2 MORE THAN 1000 1 6 MORE THAN 2000 2 10 18 10% 90% NO. PG DEPARTMENT AIT.MARKET SHARE ANALYSIS 11. OF PERCENTAGE RESPONDENTS PEPSI COCACOLA From the survey it was found that only 10%of the respondent’s had Pepsi’s bills and the rest 90%of the respondents had only Coca-Cola which exceeded than that of Pepsi.


4. Coca-Cola.V. It was also seen that newspaper and T. PG DEPARTMENT AIT.MARKET SHARE ANALYSIS SUMMARY OF FINDINGS: 1. services. BANGALORE 57 . It was also seen that Sprite almost contributed to 50% of the sales of all other Coca-Cola products like Thumbs up. Fanta and Maaza. 2. We can also see that most of sales contribution was from glass bottles rather than pet bottles and customers are becoming eco friendly as they know that plastic bottles are harmful to them. 6. contributed to maximum awareness among customers. It was also found that the bills of Coca-Cola exceeded than that of Pepsi. branding and pricing of all Coca-Cola products. It was also interpreted that all the advertisements and offers offered by Coca-Cola products were amazing since most of the customers were satisfied with them. taste. 3. It was found that 90%of the customers were satisfied with sales. 5.

In order to maximize their sales the company should allow price discounts to their regular customers and to those customers who sell their products in large quantities. 4. 5. Provide banners and hoardings for their stores with the name of the store and different products of Coca-Cola. 3. Extra credit facilities to their customers who pay their bills on a regular basis. Provide discounts on bills exceeding Rs5000 per month. No wonder Coca-Cola is making more sales than Pepsi in soft drinks but Pepsi is making profits from their food products like lays and other eatables .Therefore. 6. 8. BANGALORE 58 . Faster replacement of damaged and leaked bottles.MARKET SHARE ANALYSIS SUGGESTIONS: 1. PG DEPARTMENT AIT. 7. 2. Coca-Cola should also start providing some eatables in order to maximize their profits. Pay the customer’s 20% of their electricity bills as they keep their coolers switched on for 24 hours everyday. Provide extra free bottles with each case.

MARKET SHARE ANALYSIS BIBLOGRAPHY QUESTIONAIRE NAME OF THE STORE: ADDRESS OF THE STORE: 1. BANGALORE 59 . Which brand of Coco-Cola do customers prefer the most? a. b. Yes b. No PG DEPARTMENT AIT. b. f. e. c. d. Are you satisfied with the sales of Coca-Cola? a. Pepsi Coca-Cola 2. Which brand of soft drinks do you purchase and sell the most in your store? a. Coca-Cola Sprite Limca Thumsup Fanta Maaza 3.

Which package do customers prefer? a.MARKET SHARE ANALYSIS 4. Pet bottles b. Compare the products with respect to the following PG DEPARTMENT AIT. Glass bottles 7. Do you think advertisements. less than 25 cases more than 25 cases more than 50 cases 6. BANGALORE 60 . c. offers of Coca-Cola brands help in increasing the demand of the products? TOTALLY AGREE AGREE NEUTRAL DISAGREE TOTALLY DISAGREE 5. b. How many cases do you sell in a week? a.

BANGALORE 61 . Empty COCA-COLA 9. Number of bottles present in the store PEPSI a. Newspaper b. Which media is more effective in advertising Coca Cola brands? a. Pepsi b. Chilled c. Magazines PG DEPARTMENT AIT. T. Which company do you think provides the maximum after sales service? a.V c.MARKET SHARE ANALYSIS PEPSI TASTE COCA-COLA TASTE PRICE PRICE BRANDING BRANDING 8. Warm b. Coca-Cola 10.

The bill amount of PEPSI and COCA-COLA on a regular basis SHARE ANALYSIS 11. BANGALORE 62 . c. Website: PG DEPARTMENT AIT. b. less than Rs1000 more than Rs1000 more than Rs2000 WEBSITES: 1.

com BOOKS REFERRED:  KOTLER PHILIP.MARKET SHARE ANALYSIS 2.Coca-ColaIndia. BANGALORE 63 . Marketing Management  REDDY AND APPANIAH. website: www. Marketing Management WEEKLY REPORT Name of the Organization Name of the student USN : COCA-COLA INDIA LIMITED : SHOAIB UR RAHAMAN : IAT06MBA47 PG DEPARTMENT AIT.

MARKET SHARE ANALYSIS Name of the Institution : ATRIA INSTITUTE OF TECHNILOGY WEEKS 1. BANGALORE 64 . Mr. Sales Manager. ANAND RATNA PARKHI. Asst. COCA-COLA INDIA LIMITED. BANGALORE (SHOAIB UR RAHAMAN) (IAT06MBA47) PG DEPARTMENT AIT. 2 3 4 5 6 PERIOD 24/12/2007 to 29/12/2007 31/12/2007 to 05/01/2008 07/01/2008 to 12/01/2008 14/01/2008 to 18/012008 21/01/2008 to 25/01/2008 28/01/2008 to 02/02/2008 ACTIVITY Collection of Primary Data Collection of Secondary Data Designed Research Methodology Analysis of Data Analysis and interpretation Finalizing the report and approving the draft.

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