TABLE OF CONTENTS

Chapter Page
Topic
no.
CERTIFICATE I

DECLERATION Ii

ACKNOWLEDGEMENT Iii

EXECUTIVE SUMMARY Iv

1 INTRODUCTION 2

2 RESEARCH METHODOLOGY 5

3 INDUSTRY PROFILE 8

4 COMPANY PROFILE 12

5 THEORETICAL ASPECTS OF STUDIES 47

6 DATA INTERPRETATION &ANALYSIS 51

7 RESEARCH FINDINGS 81

8 SUGGESTIONS & RECOMMENDATIONS 83

9 CONCLUSION 86

10 REFERENCES 88

11 ANNEXURE 88
 CHAPTER 1

INTRODUCTION

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 Soft drinks are non-alcoholic water-based flavored drinks that are optionally
sweetened, acidulated and carbonated. Some carbonated soft drinks also contain caffeine;
mainly the brown-colored cola drinks.
Globally, carbonated soft drinks are third most consumed beverages. Per capita
annual consumption of carbonated soft drinks is nearly four times the per capita consumption
of fruit beverages (Source: Data from the Beverage marketing Corporation, as reported by the
Canadian Soft drink Association). Soft drink consumption is growing by around 5% a year,
according to the publication Global Soft drinks, published by the Zenith International. Total
volume reached 412,000 million liters, giving a global per capita consumption of around 67.5
liters per year.
Major Players-Global
The global soft drink industry is highly concentrated, being largely controlled by the
two multinational companies; Coca Cola and PepsiCo. Coca Cola leads the carbonated soft
drink market in most countries in the world with 60% of the global cola market with its
flagship Coca-Cola brand. Other notable players include Cadbury Schweppes.

Indian Scenario
Market
According to government estimates soft drinks marketed in India were 6540 million
bottles in March 2001. The market growth rate, which was around 2-3% in ‘80s, increased to
5-6% in the early ‘90s and is presently 7-8% per annum. Most of the sales of soft drinks take
place during summers while just 5-6% of total sales take place in winters. In summers the
high season lasts for 70-75 days, which contributes more than 50% of the total yearly sales.
In terms of regional distribution cola drinks have main markets in metro cities and northern
states of UP, Punjab, Haryana etc. Orange flavored drinks and sodas are popular in southern
states. Western markets have preference towards mango-flavored drinks.

Non-alcoholic beverage market can be divided into fruit drinks and soft drinks. Soft drinks
available in glass bottles, aluminum cans, PET bottles or disposable containers can be divided
into carbonated and non-carbonated drinks. Cola, lemon and oranges are carbonated drinks
and non-carbonated drinks include mango drinks. Soft drinks can also be divided into cola
products and non-cola products. Cola products in Indian include brands like Coca- Cola, Diet
Coke, Thumps Up Pepsi Cola, Diet Pepsi, etc. Cola drinks account for nearly 61-62% of the

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total soft drinks market in India. Non-Cola products account for 36% the total soft drink
market (Source: India Infoline Sector Report).
Major Players in India
The two global majors PepsiCo and Coca-Cola dominate the soft drink market in
India. Coca-Cola, which had winded up its India operations during the introduction of the
FERA regime, re-entered India 16 years later in 1993. Coca-Cola bought local brands-
Thumps Up, Limca and Gold Spot from Parle Beverages and soft drink brands Crush, Canada
Dry and Sport Cola from Cadbury Schweppes in early 1999. Pepsi started a couple of years
before Coca Cola, in 1991 has bought over Mumbai based Duke’s range of soft drink brands.
There are conflicting figures about their market share. Some estimates put the market share of
PepsiCo to be higher and some put the market share of Coca Cola to be higher. However, the
soft drinks segment, dominated by these two companies, accounted for Rs 6,247 crore in
sales.

Activity Chart
DATE ACTION PLAN
16-17th May Orientation, Training and knowledge about Coca-Cola India
18-19th May Market visit, Whole sell market Research and checking availability
of FFT Powder
20-22nd May Doing free Sampling & approaching New customer for FFT Powder
23-8thJune Doing promotional activity, free sampling & making product
availability near to where promotional activity was done.
9-15thJune Merchandising, Sales promotion activity, Implementing RED,
Working in visit area of where Coca-Cola’s global head visit was
scheduled.
16th-17thJune Working with S.T.L. & understanding of Distributer Services
18th June Meeting with A.O.D. of Gujarat Mr. Sanket Ray
th
19 June-1july Preparing FFT Powder hand book & Reorder of FFT Powder &
making N.C.
2ndjuly Plant Visit & Operational discussion
3 -8th July
rd
Working with S.T.L. & observation regarding Services provided by
Coca-Cola India

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 CHAPTER 2

RESEARCH
METHODOLOGY

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a) Research Objective:

Primary objective
 To know Retailer’s Perception towards Services Provided by Coca Cola.

Secondary objective
 To study the distribution system of Coca cola.
 To know the merchandising at Coca Cola.
 To Undertaking Sellingactivity of Coca Cola.
 To prepare Handbook of Fanta fun taste powder.

b) Scope of the study

 To provide the list of changes required in the distribution system in Coca Cola.
 To know the contribution of Merchandising in sell of Coca cola products and based
on that company can focus on this execution strategy.
 To provide Range selling by order generating.
 To know consumers response towards FFTP and based on that, company can make
desired change in different area related to it.
 To launch FFTP in other cities like Surat and Baroda.

c) Method of Data collection

Research plan:
Type of Research: Descriptive

Data collection:
Primary data collected: Questionnaire
Secondary data collected: Company’s website, Company’s magazine
Research instruments: Personal Interview, Observation, Survey
Types of questions: Dichotomous & Multiple choice multiple
responses

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 Sample design:
Sample size: 50
Sampling type: Simple Random Sampling
Sampling method: Quantitative method
Sampling tool for collecting information: Questionnaire

d) Data Analysis
Tools: SWOT Analysis, Porter’s five force model, PEST Analysis

Limitations
 Time is a constraint in the study, given more time analysis would have been better
with greater sample size
 Non-cooperative approach and rude behaviour of some of the respondents.
 Proper procedure for claims and discounting were not shown due to company’s
certain policies.

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 CHAPTER 3

INDUSTRY PROFILE

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 In India, beverages form an important part of the lives of people. It is an industry, in
which the players constantly innovate, in order to come up with better products to gain more
consumers and satisfy the existing consumers.

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The 50-bn-rupee soft drink industry is growing now at 6 to 7% annually.  In India,

Coke and Pepsi have a combined market share of around 95% directly or through franchisees.
Campa Cola has a 1% share, and the rest is divided among local players. Industry watchers
say, fake products also account for a good share of the balance. There are about 110 soft
drink producing units (60% being owned by Indian bottlers) in the country, employing about
125,000 people.  There are two distinct segments of the market, cola and non-cola drinks.
The cola segment claims a share of 62%, while the non-cola segment includes soda, clear
lime, cloudy lime and drinks with orange and mango flavours.
The per capita consumption of soft drinks in India is around 5 to 6 bottles (same as
Nepal's) compared to Pakistan's 17 bottles, Sri Lanka's 21, Thailand's 73, the Philippines 173
and Mexico 605. The industry contributes over Rs 12 bn to the exchequer and exports goods
worth Rs 2 bn. It also supports growth of industries like glass, refrigeration, transportation,
paper and sugar. The Department of Food Processing Industries had stipulated that 'contains-
no-fruit-juice' labels be pasted on returnable glass bottles. About 85% of the soft drinks are
currently sold in returnable bottles. There was a floating stock of about 1000 mn bottles
valued at Rs 6 bn. If the industry were to abide by the new guidelines, it would have to invest

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in new bottles, resulting in a cost outgo of Rs 5 bn. Neither Coke nor Pepsi is in a position to
invest such a large amount.

If the behavioural patterns of consumers in India are closely noticed, it could be

observed that consumers perceive beverages in two different ways i.e. beverages are a luxury
and that beverages have to be consumed occasionally. These two perceptions are the biggest
challenges faced by the beverage industry. In order to leverage the beverage industry, it is
important to address this issue so as to encourage regular consumption as well as and to make
the industry more affordable.
The industry estimates that the beverage market should grow at twice the rate of GDP
growth. The Indian market should have, therefore, grown by at least 12%. However, it has
been growing at a rate of about 6%. In contrast, the Chinese market grew by 16% a year,
while the Russian market expanded at almost four times the rate of growth of the Indian
market.
Soft and aerated drinks were considered products for the middle class and the affluent.
That segregation is no more valid. Soft and aerated drinks are consumed by all except
those who cannot afford to buy any drink. An NCAER study says that 91% soft drink sales
are made to the lower, middle and upper middle classes.   The soft drink industry has been
urging the government to categories aerated waters (soft drinks) equitably with other
consumer products of mass consumption and remove special excise duty.
Here the demand of soft drink has articulated in graph witnessing past and future data.

Demand in mn. cases

600
500 479
388 403
400 359 373
310 330
300 262 279 291
225 243
180 194 209
200 165
135 150
105 115 125
100
0
91 9 2 93 9 4 9 5 96 9 7 9 8 99 0 0 01 0 2 03 04 0 5 06 0 7 0 8 09 1 0 1 5
9 0- 91- 92- 93- 94- 95- 96- 97- 98- 99- 00- 01- 02- 03- 04- 05- 06- 07- 08- 09- 14-
19 1 9 19 1 9 1 9 19 1 9 1 9 19 1 9 20 2 0 20 20 2 0 20 2 0 2 0 20 2 0 2 0

Exhibit 1 : Demand of soft drink(Source: Ministry of food and beverage industry)

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Leading Brands
Coca Cola, Thums Up, Limca, Fanta, Gold Spot, Rim Zim, Maaza, Pepsi, Mirinda, 7'UP,
Mangola, Slice, Duke's, Lemonada, Crush, Canada Dry, Campa.
Exhibit 2: market Growth rate of Beverage industry in India
Market Growth Rates
1990-91 - 1996-97 9.4%
1996-97 - 2001-02 7.8%
2001-02 - 2006-07 6.5%
2004-05 - 2009-10 5.4%
2009-10 - 2014-15 3.5%
 Sensitivity Coefficient 5.2%

(Source: Ministry of food and beverage industry)

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 CHAPTER 4

COMPANY PROFILE

The Early Days

Coca-Cola was created in 1886 by John Pemberton, a pharmacist in Atlanta, Georgia, who
sold the syrup mixed with fountain water as a potion for mental and physical disorders. The formula
changed hands three more times before Asa D. Candler added carbonation and by 2003, Coca-Cola
was the world’s largest manufacturer, marketer, and distributor of nonalcoholic beverage concentrates
and syrups, with more than 400 widely recognized beverage brands in its portfolio.
With the bubbles making the difference, Coca-Cola was registered as a trademark in 1887and
by 1895, was being sold in every state and territory in the United States. In 1899, it franchised its
bottling operations in the U.S., growing quickly to reach 370 franchisees by 1910.Headquartered in
Atlanta with divisions and local operations in over 200 countries worldwide, Coca-Cola generated
more than 70% of its income outside the United States.
International expansion
Coke’s first international bottling plants opened in 1906 in Canada, Cuba, and Panama.Bythe
end of the 1920’s Coca-Cola was bottled in twenty-seven countries throughout the world and
available in fifty-one more. In spite of this reach, volume was low, quality inconsistent, and effective
advertising a challenge with language, culture, and government regulation all serving as barriers.
Former CEO Robert Woodruff’s insistence that Coca-Cola wouldn’t suffer the stigma of being an
intrusive American product,” and instead would use local bottles, caps, machinery, trucks, and
personnel contributed to Coke’s challenges as well with a lack of standard processes and training
degrading quality.
Coca-Cola continued working for over 80 years on Woodruff’s goal: to make Coke available
wherever and whenever consumers wanted it, “in arm’s reach of desire.”The Second World War
proved to be the stimulus Coca-Cola needed to build effective capabilities around the world and

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 achieve dominant global market share. As a result of Coke’s status as a military supplier, Coca-Cola
was exempt from sugar rationing and also received government subsidies to build bottling plants
around the world to serve WW II troops.
Turn of the Century Growth Imperative
The 1990’s brought a slowdown in sales growth for the Carbonated Soft Drink (CSD) industry in the
United States, achieving only 0.2% growth by 2000 (just under 10 billion cases) in contrast to the 5
7% annual growth experienced during the 1980’s. While per capita consumption throughout the world
was a fraction of the United States’, major beverage companies clearly had to look elsewhere for the
growth their shareholders demanded. The looming opportunity for twenty-first century was in the
world’s developing markets with their rapidly growing middle class populations.

The World’s Most Powerful Brand

Inter brand’s Global Brand Scorecard for 2003 ranked Coca-Cola the #1 Brand in the World
and estimated its brand value at $70.45 billion (See Exhibit 4). 16 The ranking’s methodology
determined a brand’s valuation on the basis of how much it was likely to earn in the future, distilling
the percentage of revenues that could be credited to the brand, and assessing the brand’s strength to
determine the risk of future earnings forecasts. Considerations included market leadership, stability,
and global reach, incorporating its ability to cross both geographical and cultural borders.
From the beginning, Coke understood the importance of branding and the creation of distinct
personality. Its catchy, well-liked slogans19 (“It’s the real thing” (1942, 1969), “Things go better with
Coke” (1963), “Coke is it” (1982), “Can’t beat the Feeling” (1987), and a 1992 return to “Can’t beat
the real thing”) 20 linked that personality to the core values of each generation and established Coke as
the authentic, relevant, and trusted refreshment of choice across the decades and around the globe.

(“Coca-Cola India” Nymph Kaul, 2004. and Coca-Cola Company Website: http://www2.cocacola.Com/heritage/ and Pendergrast,
For God, Country and Coca-Cola. Charles Scribner’s , 1993.)

 MISSION
 To Refresh the World... In body, mind, and spirit
 To Inspire Moments of Optimism... Through our brands and our actions
 To Create Value and Make a Difference... Everywhere we engage.

 VISION FOR SUSTAINABLE GROWTH

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 PROFIT: Maximizing return to shareowners while being mindful of our overall
responsibilities.
 PEOPLE: Being a great place to work where people are inspired to be the best they
can be.
 PORTFOLIO: Bringing to the world a portfolio of beverage brands that anticipate
and satisfy peoples’ Desires and needs.
 PARTNERS: Nurturing a winning network of partners and building mutual loyalty.
 PLANET: Being a responsible global citizen that makes a difference.

 India History
India is home to one of the most ancient cultures in the world dating back over 5000
years.
At the beginning of the twenty-first century, twenty-six different languages were
spoken across India, 30% of the population knew English, and greater than 40% were
illiterate. At this time, the nation was in the midst of great transition and the dichotomy

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 between the old India and the new was stark. Remnants of the caste system existed alongside
the world’s top engineering schools and growing metropolises as the historically agricultural
economy shifted into the services sector. In the process, India had created the world’s largest
middle class, second only to China.

Coca-Cola in India
Coca-Cola was the leading soft drink brand in India until 1977, when it left rather
than reveal its formula to the Government and reduces its equity stake as required under the
Foreign Regulation Act (FERA) which governed the operations of foreign companies in
India. Coca-Cola re-entered the Indian market on 26th October 1993 after a gap of 16 years,
with its launch in Agra. An agreement with the Parle Group gave the Company instant
ownership of the top soft drink brands of the nation. With access to 53 of Parle’s plants and a
well set bottling network, an excellent base for rapid introduction of the Company’s
International brands was formed. The Coca-Cola Company acquired soft drink brands like
Thumps Up, Goldspot, Limca and Maaza which were floated by Parle, as these products had
achieved a strong consumer base and formed a strong brand image in Indian market during
the re-entry of Coca-Cola in 1993.Thus these products became a part of range of products of
the Coca-Cola Company.
In the new liberalized and deregulated environment in 1993, Coca-Cola made its re-
entry into India through its 100% owned subsidiary, HCCBPL, the Indian bottling arm of the
Coca-Cola Company. However, this was based on numerous commitments and stipulations
which the Company agreed to implement in due course. One such major commitment was
that, the Hindustan Coca-Cola Holdings would divest 49% of its shareholding in favour of
resident shareholders by June 2002.
Coca-Cola is made up of 7000 local employees, 500 managers, over 60 manufacturing
locations, 27 Company Owned Bottling Operations (COBO), 17 Franchisee Owned Bottling
Operations (FOBO) and a network of 29 Contract Packers that facilitate the manufacture
process of a range of products for the company. It also has a supporting distribution network
consisting of 700,000 retail outlets and 8000 distributors. Almost all goods and services
required to cater to the Indian market are made locally, with help of technology and skills
within the Company. The complexity of the Indian market is reflected in the distribution fleet
which includes different modes of distribution, from 10-tonne trucks to open-bay three

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 wheelers that can navigate through narrow alleyways of Indian cities and trademarked
tricycles and pushcarts.
“Think local, act local”, is the mantra that Coca-Cola follows, with punch lines like
“Life ho to aisi” for Urban India and “Thanda Matlab Coca-Cola” for Rural India. This
resulted in a 37% growth rate in rural India visa-vie 24% growth seen in urban India.
Between 2001 and 2003, the per capita consumption of cold drinks doubled due to the launch
of the new packaging of 200 ml returnable glass bottles which were made available at a price
of Rs.5 per bottle. This new market accounted for over 80% of India’s new Coca-Cola
drinkers. At Coca-Cola, they have a long standing belief that everyone who touches their
business should benefit, thereby inducing them to uphold these values, enabling the Company
to achieve success, recognition and loyalty worldwide.

COBO
FOBO
CONTRACT PACKAGING

FIGURE: LOCATIONS OF COBO, FOBO & CONTRACT PACKAGING IN INDIA

 Manifesto of Growth
 VALUES
The values that the employees in the Company are expected to keep up to and work by regularly are
as follows:
 LEADERSHIP: To take an initiative and lead, motivate and drive the team with energy and zeal, to
deliver outstanding results.

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 INNOVATION: To continuously strive for progress and reach the next level of excellence in
everything we do.
 PASSION: To be deeply committed and display drive and energy in the quest to deliver outstanding
performance.
 TEAMWORK: To unite for greater strength and work collectively as a group towards the
achievement of common goals.
 OWNERSHIP: To think and act like owners at all levels; to have decisions taken at the lowest
appropriate level.
 ACCOUNTABILITY: To be individually and transparently accountable to our colleagues for
delivering agreed targets and goals.

 Vision for sustainable Growth

To provide exceptional strategic leadership in the Coca-Cola India System-resulting
in consumer and customer preference and loyalty, through Coca-Cola’s commitment to them,
and in a highly profitable Coca-Cola Corporate branded beverages system.
 MISSION
To create consumer products, services and communications, customer service and bottling
system strategies, processes and tools in order to create competitive advantage and deliver
superior value to;

 Consumers as a superior beverage experience

 Consumers as an opportunity to grow profits through the use of finished drinks
 Bottlers as an opportunity to grow profits in volumes
 Bottlers as a trademark enhancement and positive economic value added
 Suppliers as an opportunity to make reasonable profits when creating real value-added in an
environment of system-wide team work, flexible business system and continuous
improvement
 Indian society in the form of a contribution to economic and social development.

 QUALITY POLICY
“To ensure customer delight, we commit to quality in our thoughts, deeds and actions by
continually improving our processes…Every time.”
Source: Coca-Cola Company Website

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 Organisation structure of the Sales department in HCCBPL

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  Manufacturing Process at HCCBPL

 WATER TREATMENT:

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 Coca-Cola follows a batch treatment which includes coagulation & flocculation. The
method ensures disinfection and settling of all macro impurities and thereafter it pass to sand,
carbon filters to remove off odour ,off colour, off taste, and thus it is strictly bought in line
with the WHO requirements. We are also using state of art –micron filtration process where
the water is filtered up to the extent of 1 micron before it is fed to the process.
This extensive treatment of water under strict monitoring and sampling for quality
leads to pure hygienic water with the highest quality meeting the Coca-Cola standards.

 SYRUP PREPARATION:
Coca-Cola uses highest quality of sugar which is controlled and ensured by its
stringent pre-laid standards, which serves as the strict criteria before acceptance of a lot. To
ensure high quality of syrup, it is subjected to hot treatment wherein it is given a contact time
with hyflo and carbon at elevated temperature. It is then passed through a filter press which
removes the carbon particles and other impurities before it declared fit for concentrate
mixing. All this process takes place under the strict vigil by the quality department which
maintains the appropriate records of the numerous tests carried out in the entire process
which makes it a fool proof process.
In the ready syrup tank the pre-decided quantity of concentrate is mixed to the simple
syrup in very strict hygienic condition to yield final syrup. The entire syrup manufacturing
area is maintained under a constant positive pressure which rules out the possibility of any
external particles entering into the process room.
 CONTAINER WASHING:
Container has been identified as one of the major critical control point in the entire
manufacturing process & that’s the reason that company has laid some of the very stringent
and full proof systems which ensures Coca-Cola product to be of the highest quality and
reflects our commitment towards delivering the best in class product to the consumers.
The bottles received from the market are loaded on the conveyor by the uncasing
machine and the arrays of the unwashed bottles passes through the four pre-wash inspections
stations which ensures removal of rusty neck bottles, excessively dirty bottles, bottles
carrying foreign matter, foreign bottles. And thus the good bottles pass into the bottle
washing machine which uses intensive mechanical and chemical processes to clean and
disinfect the bottles thoroughly and ensures the bottles to be ready for filling. However as an

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 additional safety, there is again a post wash inspection station comprising of 4 sub-stations,
which ensures removal of the chip necked bottles and suspected bottles from the lot. Thus the
bottles are subjected to series of stringent inspections before it is fed to the filler for filling.
 MIXING, PROPORTIONING:
Proportioning is basically a process where ready syrup is diluted in a predetermined
fixed proportion with water and carbonated concentrate in to beverage conforming strictly to
company’s norms and specifications. It is carried out by an Italian Machine-MOJONNIER.

 FILLING & CROWNING:

The chilled carbonated beverage fed by the MOJONNIER is filled into the bottles
through a rotator machine named FILLER. The bottles are immediately crowned by crowner
(adjacent to the filler) and thereafter bottles passes through the date coding machine which
enable the consumer to be 100 percent sure of consuming a perfectly safe and fresh product.

 FINAL INSPECTION:
After date coding, there is once again a final inspection station where light inspectors
all low or high filled bottles and permit only the saleable product to pass through for casing to
the caser machine.
 MANAGING THE WASTE WATER:
Production lines maintain the waste water from the bottle washers, Syrup and Filler
rooms. Entire waste water generated is treated at Waste Water Treatment Plant and
discharged through 800 meters long pipeline specially laid to discharge the treated waste
water away from inhabited areas. Part of this water is being used for gardening purpose
within the plant premises.
 MARKET & CUSTOMERS:
Once the finished product is ready, it is transported to the distribution centres and then
to retail outlets by way of route trucks. The consumer buys the soft drink from the retailer
outlets. The empty bottles are simultaneously collected by the distribution channels at the
time of dispensing the finished products.
 SUPPLIERS AND OTHER BUSINESS PARTNER:
Other than water and concentrate, bottling operation require sugar, CO2, bottles,
crates and other miscellaneous materials. The Coca-Cola India division has a Supplier

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 authorization program where suppliers are authorized based on a defined criterion.
Environmental considerations are amongst the critical of these criterions.
 EMPLOYEES, PLANTS & MACHINERY:
The no of total unit employees is approximately 113 & in summer season, which is a
peak season for sale of soft drinks, the plant works for three shift operation round the clock.
The overall education level of the employees is good and they obviously have a good
expertise in water treatment and purification processes. Extensive in-house training programs
are conducted to maintain the competency of the manpower in respective areas. The plant and
machinery consists of state of art bottling machinery and test equipment to get consistent
quality product at the optimum usage of raw materials. The plant also has an extensive
quality test laboratory with equipment like spectrophotometer, density meter, micro lab etc.
to conduct on the spot tests at various stages of production.
A typical bottling line will consist of uncaser- pre wash inspection station –conveyers-
bottle washer-post wash bottle inspection station—filler-final light inspection station-
conveyor-and caser.

 Competitor Analysis
Indian soft drinks market is predominantly controlled by two major multinationals
namely Coca- Cola and Pepsi, which have carefully stifled out the local competition here in
India. Penetrating tough Indian psychology and making their products feel accepted was the
toughest challenge in front of them. A brief overview of the soft drinks giant biggest
competitor will help in gaining a better insight of the soft drinks market in totality.
 CURRENT MARKET POSITION
There has been much controversy and debate on the market share standings between
the two companies in the Indian subcontinent and a substantial and a consolidated figure has
been unavailable for reference. This is mainly because both companies had approached
different market research companies for making a study about the market share standings.
Pepsi Co had approached IMRB while Coca- Cola had entrusted this responsibility on ORG.
According to the survey done by IMRB Pepsi’s market share was found to have increased
from 47% to 49% while according to the study conducted by ORG Coca- Cola’s market share
was claimed to be 59%.
The battle for cola dominance in India is all set
to have a new contender with South America based

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Ajegroup launching a new cola drink, Big Cola. The company has already invested in a unit
at Patalganga, Maharashtra and is planning to expand its base to Maharashtra and Gujarat
before spreading to the rest

 Product

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 Product Mix
A product mix is a set of all the product lines and items that a particular seller offers for
the sale.

A company’s product mix dimension provides the handles for defining the company’s
product strategies. The company can increase its business in three ways:

 It can add new product lines.

 Its new product line builds on the company’s reputation in its other lines.
 The company can lengthen its existing product line to become a more full line company.
Coca-Cola product like Coca-Cola, Fanta, Sprite, Fresca, Tab, Diet Coke, Fruitopia are
provided in various quantity packs such s 300 ml, 500 ml, 1 liter, 1.5 liter and 2 liter.

PRODUCT DECISION
Figure show the important decisions in the development and marketing of marketing
of individuals products and services. We will focus on design about product attributes
brandings packaging .labeling and product support services.

Product Packaging Labelling

attributes Branding
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 Product attributes-
Developing a product or service involves defines the benefits that it will offer, these
benefits are communicated and delivered by product attribute such as quality, features and
decision.

 Branding
Brand is a name term, sign, symbol, or design or a combination of their intended to
identify the goods or services of one seller or a group of seller and to differentiate them from
those of competitors. The various brands of Coca-Cola in India are the following:

Brand Value (M$) in year 2011

Rank Brand Value Industry

1 Apple Inc. 153285 Technology

2 Google 111498 Software
3 IBM 100849 Software
4 McDonald's 81016 F&D&T
5 Microsoft 78243 Software
6 Coca-Cola 73752 F&D&T
7 AT&T 69916 Telecom
8 Marlboro 67522 F&D&T
9 China Mobile 57326 Telecom
10 GE 50318 Technology
63 Pepsi 12931 F&D&T

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1. COCA-COLA:-

Slogan: -“BRRRR”
COCA-COLA IS THE MOST POPULAR AND HIGHEST-SELLING SOFT DRINK IN
HISTORY, AS WELL AS THE BEST-KNOWN PRODUCT IN THE WORLD.
Coca-Cola has a truly remarkable heritage. From a humble beginning in 1886, it's
now the flagship brand of the largest manufacturer, marketer and distributor of non-alcoholic
beverages in the world.
In India, Coca-Cola was the leading soft-drink till 1977 when the government policies
necessitated its departure. Coca-Cola made its return to the country in 1993 and made

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significant investments to ensure that the beverage is available to more and more people,
even in the remote and inaccessible parts of the nation.
2. DIET COKE:-

Slogan:-“Live it Light.”

3.THUMS UP:-

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 Slogan:- “Taste the Thunder”
It is a leading carbonated soft drink and most trusted brand in India. Originally
introduced in 1977, Thums Up was acquired by The Coca-Cola Company in 1993. Thums Up
is known for its strong, fizzy taste and its confident, mature and uniquely masculine attitude.
This brand clearly seeks to separate the men from the boys.

4. FANTA:-

Slogan:- “Zyada Fanta Zyada Masti.”

The orange drink of “Coca-Cola” Company is seen as one of the favorite drink
since 1940. It entered in India market in 1993.

Over the years it has occupied a strong market place and is identified as “FUN
CATALYS”.

5. KINLEY WATER:-

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 Slogan:- “Boond Boond Mein Vishwas”
Kinley water understands the importance and value of this life giving force. Kinley
water thus promises water that is as pure as it is meant to be.Kinley water comes with the
assurance of safety from The Coca-Cola Company. That is why we introduced Kinley with
reverse –osmosis along with the latest technology to ensure purity of our product. Because
we believe that right to pure, safe drinking water is fundamental.
6. KINLEY SODA:-

7. SPRITE:-

Slogan:- “University of Freshology”

Worldwide sprite is ranked as no.4 soft drink and is sold in more than 190 countries.

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In India sprite was launched in 1999 and today it has grown to be one of the fastest growing
soft drink.

8.LIMCA:-

Slogan:- “Doobo Taazgi Mein”

Born in 1971, Limca has remained unchallenged as the No.1 Sparkling Drink in the Cloudy
lemon Segment. The success formula is the sharp fizz and lemoni bite combined with the
single minded proposition of the brand as the provider of "Freshess".

9.MAZZA:-

Slogan:- “Maaza Lao Aam ki pyaas bujhao”

10. Minute Maid

 The history of the Minute Maid brand goes

as far back as 1945 when the Florida Food
Corporation developed orange juice powder.
They branded it Minute Maid, a name
connoting the convenience and the ease of

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 preparation (In a minute). Minute Maid –
one of the world's largest juice and juice
drink brands

 Launched first in South of India in January 2010, Minute

Maid Nimbu Fresh started refreshing the whole of India by
April 2010. A lemon drink with no added preservative or
colour, Minute Maid Nimbu Fresh offers a refreshing
drinking experience as close to homemade Nimbu Paani as
possible in a packaged format. Nostalgia in a bottle, Minute
Maid Nimbu Fresh offers 'Ghar Ki Yaadon Ka Ras'
(memories of home-made lemonade) in every sip.

 PACKAGING
Packaging means the activities of designing and producing the container or wrapper
for a product.

Traditionally packaging decisions where based primarily on cost and production

factors, the primary function of the package was to contain and protect the product the
product. In recent time, however humorous factors have made packaging an important
marketing tool. These factors include all acting attention describing the product making the
sales.

Packaging involves designing and producing the container or wrapper for product.
The package may include the product’s primary container a secondary package that is thrown
away when the product is about to be used and shipping package necessary to store ,
information appearing the product labeling printed information appearing on or with the
packaging is also part of packaging. Label ways rouge from toys attached from product the to
complex graphic that identify the product or brand, such as the product the label weight also
described several things about the product who made its contents how it is to be used.

Packing refers to the activities of designing and producing the container or wrapper for
a product. The package may include the products primary container.

Coca-Cola products, almost all of them are available in bottles of200 ml, 250 ml, 300
ml, 600 ml pet jar, 1000ml, 1.25l. and 2l. bottles as well as 300 ml cans.

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 The company use cola lime for preparing Coca-Cola from Pune, getting raw-material (glass)
from approved suppliers.

The advantages of packaging are as follows:

 In strip packaging there is aluminum foil on both the sides. Strip packing is done for
providing stability to those products which are having less productivity.
 In facilitates branding and advertising of products.
 In serves as a silent salesman. It induces the buyers to make re order.
 It has got display value.
 It helps the seller to increase his sales and obtained higher prices than he could
get from unpacked good.
 Printed literature containing “Instruction to use the product” can be easily
passed on to the consumers by putting in the package.
 Packaging given the product a prestige an individually and identity which the
goods sold in loose form do.
The below table shows the brands and products of different pack sizes being sold by the
company in Kanpur region:

BRAND NAME GLASS TETRA PACK PET CAN FOUNTAIN

Coca-cola 200 ml and - 600 ml, 1.25l 300 ml Various sizes
300ml and 2l

Thums up 200 ml and - 350 ml, 600 ml, 300 ml Various sizes
300ml 1.25L and 2L

Fanta 200 ml and - 600 ml, 1.25L 300 ml Various sizes

300ml and 2L

Limca 200 ml and - 600 ml, 1.25L 300 ml Various sizes

300 ml and 2L

Sprite 200 ml and - 350 ml, 600 ml, 300 ml Various sizes
300 ml 1.25L and 2L

Maaza 200 ml 200ml 600 ml, 1.2L - -

Diet Coke - - 300 ml -

Kinley Water - 500 ml, 1L - -

The different pack sizes on which discount is given by the company is:

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 200 ml RGB1 CSD2
 250 ml juice3
 300 ml RGB CSD
 600 ml Pet4 CSD
 1200 ml Pet Juice
 2000 ml Pet CSD
 300 ml Can CSD
 200 ml Tetra Pack Juice

1
RGB – Returnable Glass Bottles
2
CSD – Concentrated Soft Drink
3
Juice – Maaza
4
Pet – Plastic bottle

The below table shows the number of bottles in each case and brands available in
different pack sizes.
Pack Sizes No. of bottles per Brands
case
200 ml RGB 24 Coke, Fanta, Limca, Thums up and Sprite
250 ml RGB 24 Maaza and Minute Maid Pulpy Orange
300 ml RGB 24 Coke, Fanta, Limca, Thums up, Kinley Soda and
Sprite
300 ml Can 24 Coke, Fanta, Limca, Thums up, Sprite and Diet
Coke
400 ml 24 Minute Maid Pulpy Orange
500 ml Pet 24 Diet Coke, Kinley Soda and Kinley water
600 ml Pet 24 Coke, Fanta, Limca, Thums up, Sprite and
Maaza
200 ml Tetra P 27 Maaza
1 Ltr 12 Kinley Water
1.2 ltr Pet 12 Maaza and Minute Maid Pulpy Orange
2 ltr Pet 9 Coke, Fanta, Limca, Thums up and Sprite
2.25 ltr Pet Coke, Thums up and Sprite

 Labeling

Labels may range from simple tags attached to products to complex graphics that are
part of the package.

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 Labeling is mainly done in order to promote the product through attractive graphic. In
the “Coca-Cola” company, the labels are provided with bottles.

 Quality
The better attributes of the product may be called the quality of the product. Quality
means the ability of the product to perform its functions, overall durability, precession, case
of operation and repair and other valued attributes.
Quality is one of the product which is more important in any product. Consumers
purchase only those products which satisfy their needs and wants. Which quality result is 100
% and it was good quality than consumer easily purchased it. Consumers satisfaction is
closely linked to quality. If any types of problems arises in quality of product then consumer
move to another product.
Coca – Cola’s company also believed on quality. It always take care the quality. In the
company of Coca – Cola they have special category of research and development when its
quality cheeked by the quality expert and after the quality checking it reach to the consumer
because quality is the main function of any product. Coca – Cola is a quality conscious
product due to it taste is same all around the world. After the doubling process its quality
capacity is major six months.

PRODUCT ADVANCEMENT
In April 1985 the company proudly introduces the new taste of coke the first change
in the secret formula since the product was created in 1886. The launch of coke with the new
taste took place in the United States and Canada. While the initial response to the new taste
confirmed the company’s marketing research, many consumers told the company they also
wanted on option. The company listened and in July 1985 the original formula of coca-cola
returned as Coca-Cola classic, in 1886, Coca-Cola became an still remains the top selling soft
drink of the united states of America. It is a brand No.1.

 Price
“Price is the amount of money customers have to pay to obtain the product. Instead they
negotiate the price with each customer offering discount trade in allownness and credit terms

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to adjust for current competitive situation and to bring the price in the line with the buyer’s
perception values.
Price is important to stay in the competition every company. If price is very high then
products sales will be reduced. If price is less then product sales will be increase. But at a less
price company will be not able to get profit. So product price decide according to its
competitors based price. Hence in past Coca-Cola & Pepsi had rivalry in pricing product but
now both company has put price at same level.
Pricing policy is important because it is directly affects the earning of the concern and
therefore its successful functioning. Price is the amount of money customers have to pay to
obtain the product.
Coke launched the 200ml. bottle at Rs. 5/- in early 2003 which attracted the consumer.
After doubling process its capacity is six month flat. The cola major had 28 new lines running
in six months flat and even suppliers double capacity. Coke spent big money 100 million in
2003 and 70 million in 2004 to found the growth initiatives. The Rs. 5/- coke was often
retailed at Rs. 6/- and the price point was popular. That is concerned nearly 80 % of the
market and 300ml. price was Rs. 10 /- . then after the prices are almost doubled 200 m.l.
bottle is available now at Rs. 9.

PRICE OF THE COCA – COLA’S PRODUCT

200 ml 300 ml Can 400 500 ml 600 ml 1 liter 1.2 Liter 2 Liter 2.25
ml liter

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Diet Coke - - 20 - - - - - -

Coca – 09 12 20 - 25 - 38 63 65
Cola

Thums Up 09 12 20 - 25 - 38 63 65

Sprite 09 12 20 - 25 - 38 63 65

Limca 09 12 20 - 25 - 38 63 65

Fanta 09 12 20 - 25 - 38 63 65

Mazza 09 12 - - 26 - 55 - -

MMPO 08 - - 17 - - - - - -

MMNF - - - 20 - - - - - -

Kinley - - - 08 - 16 - - -
Water

Soda 05 08 - - 15 - -

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Pricing Policy

Pricing policies or strategies have played major, role in the company’s growth and
development over the course denotes the value of product or service expressed in money only
when a buyer and seller agree on price they can exchange and transact the good and services
and lead to transfer of ownership.

Price is a economic factor and pricing an economic mechanism have received

considerable attention at the hands of economist price includes average total cost and
managerial revenue price elasticity of demand and price determination under different
competitive situation.

Various Pricing Policies

A company may choose various kinds of pricing for their product. At Coca-Cola
Company limited the price of the product like soft drink, mineral water, etc. are determined
according to various internal and external factors such as:

 Cost of Raw-Material
 Fix Cost
 Variable Cost
 Cost of Packing
 Cost of Sales Promotion

 Place
Distribution Channel
These channels transfer goods from producer to end users that are consumers. It over
comes the major factor such as time placed and possession gaps that separate goods and
services from those who would use them. Members of the marketing channel perform many
key functions. To the extent that the manufacturer performs these functions, its cost rises and
its price becomes high. At the same time, when some at these functions are shifted to
intermediaries the producer is lower, but the intermediaries must change more to cover the
cost of their work in dividing the work of channel. Channel of distributors are also called

38 | P a g e
trade channels the problems of selecting the most suitable channel of distribution for a
product is complex. Channel is the combination and sequence of agencies through which one
more of marketing follows and moves.

Distribution channels may be classified as non-integrated and integrated.

At Coca-Cola Ltd., the distribution channel is as under:

Control of Outlets

About 80% of all retail stores are independence accounting for two thirds of all
retail sales. Other forms of ownership include.

 Corporate Chain
 Voluntary Chain and Retailer Co-operative
 Franchise organization
 Merchandising Conglomerate

LOCATIONAL ADVANTEGES
Company chooses this location because….
 Easily get facility of water supply
 Nearly big cities like Baroda,Ahmedabad
 To develop rural area like Kheda district and its villages

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 Government of Gujarat favour to established
Thus many factors combine together to give coca-cola location advantages and this has
resulted its efficiency.

 Promotion
The Product Promotional is a term used to describe the set of tools that a business can
use to communicate effectively the benefits of its products or services to its customers.
The promotional mix includes the following tools
 Advertising
 Public relations
 Sales promotion
 Direct marketing
 Personal selling

In evaluation of marketing promotion is not last element in Coca – Cola. In promotion

we include personnel selling, public relation, advertising etc., Coca – Cola have highest
marketing channels. When save the coast and time of the company. So promotion is
important in Coca – Cola.
With the types of products that Coca – Cola manufactures and markets, needs and
therefore markets can be found almost anywhere in the world. Because these products are
specially formulated and fulfill specific needs. Consumer develops a loyalty towards these
brands and these very consumers promote these brands through world of month the same to
their friends, Colleagues and relatives.
Added to that is Coca – Cola strong advertising and promotional activities and
communication all of which together has ensured that pars enjoy a halting presence and fame
all over its most country India.
In simple word promotion means make popularity of products. It is one of the part of
4 ‘P’ of marketing. Each and every company always tries to promotion its products in market.
That’s why company tried to realize its product future in the mind of its customers company
tried to make and image in customer mind.
Due to, all these factors company try to make selling more some time company
personally deal with trader. It applies its personal policy for increasing sales. Company deal

40 | P a g e
 to trader that if it sells he could get some special discount agter selling decide time limit. So,
trader always tries to sell that product first. So, company tries to promote its products to using
all these formulas or factors.
 Advertisement
Advertisement is important to introduce the product in the market. Advertisement is
the channel of information for consumer advertising is long term channel which gives benefit
in long time when product advertise is very attractive then it affect the consumer to purchase
their product. Advertising makes purchasing easy for consumer. Advertisements prove that
the particular brand will be better than other brand of same goods. Today without advertising
products sale is very difficult TV Channels, Radios, Posters, News Papers, Bill Broads are the
main way of advertising.

In India coke give advertising with help of super stars of films and player like Amir
Khan, Hritik Roshan Aishwarya Rai, Salman Khan, Vivek Obroy , Rajwardhan Rathod,
Sehwag, Gautam Gambhir, Imran khan etc. who are the best super stars of the bollywood and
every person attract by them and they gives different messages in their adds about the
products.

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 In the year 2005 Coke select in their add shooter Raj Vardhan who is shooter of India
who win many medal in their shooting game and attract all Indians with their game and coke
selected him in their add and he attract the cokes consumers also with their thoughts. For
there new brand ‘Vanil Coke’ company had choose Vivek Obroy ,Aishwarya Rai, Virendra
Shwag, Amir Khan, Hritik Roshan and Raj Wardhan Rathod came with Coca – Cola add.
Coca Cola is also promotion partner of two IPL teams.
Today Coca - Cola has become the latest company to use an umbrella advertising coma
ping to support its portfolio of brand. After all how many consumers know that Coca – Cola
was 67.4 billion in a recent inter brand study owns the Fanta, Minute maid and miler brands
in addition to the anonymous brown fizzy drink with its lemon lim and diet varmints.

 Public relations
An earlier definition of public relations, by The first World Assembly of Public
Relations Associations, held in Mexico City, in August 1978, was "the art and social science
of analyzing trends, predicting their consequences, counselling organizational leaders, and
implementing planned programs of action, which will serve both the organization and the
public interest."
(Jensen Zhao. Encyclopedia of Business, 2nd. Ed. Retrieved from findarticles.com)
Building good relations with the company various public by obtaining favorable
publicity, building up a good corporate image handling or heading off unfavorable rumors,
stories and events. Major public relations tools include press relations, product publicity
corporate communications, lobbying and counseling.

Major Public Relations Decisions:-

a) Setting Public Relations objectives.

b) Choosing Public Relations Messages and Vehicles.
c) Implementing the public Relations Plan.

 PR activity by Coca Cola India

Coca-Cola India and NDTV in association with their NGO partners, UN-Habitat,
Charities Aid Foundation (CAF) and Sulabh International, today embarked upon a unique
initiative - 'Support My School'. The campaign aims to develop healthy, active and happy
schools in rural and semi-urban towns. This movement aims to improve basic amenities in

42 | P a g e
 schools and subsequently generate monetary resources for over 100 schools across the
country.
The campaign started with the Campaign Ambassador, Sachin Tendulkar unveiling
the campaign logo along with Mr. Atul Singh, President & CEO, Coca-Cola India and South
West Asia, and Dr. Prannoy Roy, Chairman, NDTV.
(www.indiaprwire/pressrelease/food/2011012475823.com)

 Sales Promotion

“Short term incentives to encourage the purchase or sale of a product or service.”

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  Sales promotion Activity for Newly launch product
“Fanta Fun Taste powder”

Consumer Promotion Tools

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 The main consumer promotion tools include sample, coupons, cash, refunds, price packs,
premiums, advertising specialties, patronage rewards, point of purchase displays and
demonstrations and contests, sweepstakes and games.
Sample “ A small amount of a product offered to consumers for trail. “ Samples are offers
of a trial amount of a product. Sampling is the most expensive way to introduce a new
product.
Coupon “Certificate that gives buyers a saving when they purchase a specified product.”
Cash Refund
Offer to refund part of the purchase price of a product to consumers who send a
“proof of purchase” to the manufacturer.
Price Pack
Reduced price that ‘P’ s market by the product directly on the label or package.
Premium
Good offered either free or at low cost as an incentive to buy a product.
Advertising Specialty
Useful article imprinted with an advertiser’s name, given as a gift to consumers.
Point of Purchase Promotion
Display and demonstration that takes place at the pint of purchase or sale.

 Personal Selling:
Personal Selling involves business-to-business trade. In selling to business, sales
people may not offer brides to purchasing agents or to others who can influence the sale.
They may not obtain or use technical or trade secrets of competitors through bribers or
industrial espionage. Finally, sales people must not disparage competitor or competing
product by suggesting things that are not true.

SOCIAL RESPONSIBILITY
Social responsibility is the part of company oraganisation. Social responsibility of
business may be at four level;-
1. Economic responsibility;-
2. Legal responsibility;-
3 .moral responsibility;-
4 .voluntary responsibility;-

45 | P a g e
 1) Economic responsibility;-
The coca-cola company provide help to poor and needy also give good facility, loan and also
arrange medical check up camp etc .This is economic responsibility.

2) Legal responsibility;-
“This is towards the concerned sections like trade unions, workers etc. The company has to
abide by laws in this regard” the Coca-Cola company spend good salary, bonus
,remuneration, scholarship, other-facilities etc.
Company spends remuneration, salary, other facility according to law.
3) The social responsibility;-
In social responsibility includes moral responsibility also like creating zero pollution. Thus
the Coca-Cola company planted a many tree for zero pollution.
4) Voluntary responsibility;-
The company may volunteer for certain responsibility like tree planting, started a
school in village also they give computers in the school and gram panchayat of the goblej
village also provide scholarship to the student of nearer village.
In time of natural calamities like earth quake cyclone, t-tsunami, heavy rain etc. at
the time company help the people by giving food, mineral water, blanket, food packet etc.
The Coca-ColaCompany provides their ambulance services if there is any accident
on national highway no-8.
The Coca-ColaCompany provides many types of facilities to their workers.
They also provide many welfare facilities to their workers like best canteen facility, pure
drinking water, health services, women and child welfare etc.

FACTORS AFFECTING BUSINESS

 Seasonality: Seasonality is one of the most important factors that affect the soft drink
business. Seasonality is primarily influenced either by the weather, or by holidays and
religious festivals. Within the Group, soft drink business has different seasonal cycles
throughout the year.

46 | P a g e
 Service frequency: This is another factor that affects the business. Service frequency
is the time gap between visiting a particular outlet again. Service frequency directly affects
the rotation time which in turn affects the value of business.

 Demand pattern for the market: Every product has a different demand pattern and
affects the business.

 Price of the product: Price of the soft drinks also affects the business. Due to perfect
competition in soft drink market, price of a product plays a major role in business.

 Disposable Income: Disposable Income of the consumers also affects the business of
the soft drink players. A high disposable income of the consumers ensures a high demand for
the products in the market.

 Demographic Profile: Demographic profile of consumer also affects the business and
needs to be considered.

 Competitor’s Policy: The policies of the competitors also affect the working of the
business of other companies.

 Government Policies: The government policies related to taxation or political

interference also affect the business of the players in the soft drink industry.

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 CHAPTER 5

THEORITICAL ASPECT
OF STUDY

 The selling process

Repeat order
Exit/ Follow up

Closing Conversation
Solution of quarries
Handling objective

Demonstrating the product &

Demonstration
services
Product presentation Present the Fanta fun taste powder
Presentation

Customer contact Asking for appointment

Service encounter
Prospecting

 Perception

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 Perceptions vary from person to person. Different people perceive different things
about the same situation. But more than that, we assign different meanings to what we
perceive. And the meanings might change for a certain person. One might change one's
perspective or simply make things mean something else.

Retailer’s perception regarding Coca Cola is very important. Because he is the main
intermediate between Company & Customer. Hence for Coca Cola it is very imp to know
Retailer’s perception regarding services provided by Coca Cola Company.

Merchandising
Merchandising is the methods, practices, and operations used to promote and sustain
certain categories of commercial activity. In the broadest sense, merchandising is any practice
which contributes to the sale of products to a retail consumer. At a retail in-store level,
merchandising refers to the variety of products available for sale and the display of those
products in such a way that it stimulates interest and entices customers to make a purchase.
In retail commerce, visual display merchandising means maximizing
merchandise sales using product design, selection, packaging, pricing, and display that
stimulates consumers to spend more. This includes disciplines in pricing and discounting,
physical presentation of products and displays, and the decisions about which products
should be presented to which customers at what time. This annual cycle of merchandising

50 | P a g e
differs between countries and even within them, particularly relating to cultural customs like
holidays, and seasonal issues like climate and local sporting and recreation. 

 Visual merchandising

Visual merchandising is the activity of promoting the sale of goods, especially by

their presentation in retail outlets.(New Oxford Dictionary of English, 1999, Oxford
University Press). This includes combining products, environments, and spaces into a
stimulating and engaging display to encourage the sale of a product or service. It has become
such an important element in retailing that a team effort involving the senior management,
architects, merchandising managers, buyers, the visual merchandising director, industrial
designers, and staffs is needed.

(Source:http://en.wikipedia.org/wiki/Merchandising)

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 CHAPTER 6

DATA INTERPRETATION
&
ANALYSIS

Objective 1: To study the distribution system of Coca cola.

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 DISTRIBUTION NETWORK
Coca Cola has a wide and well managed network of salesmen appointed for
taking up the responsibility of distribution of products to diverse parts of the cities. The
distribution channels are constructed in such a way that the demand of customers is fulfilled
at the right place and the right time when it is needed by them.A typical distribution chain at
HCCBPL would be:

The customers of the Company are divided into different categories and different
routes, and every salesman is assigned to one particular route, which is to be followed by him
on a daily basis. A detailed and well organized distribution system contributes to the
efficiency of the salesmen. It also leads to low costs, higher sales and higher efficiency
thereby leading to higher profits to the firm.

 DISTRIBUTION ROUTES
The various routes formulated by Coca Cola for distribution of products are as
follows:

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 Key Accounts: The customers in this category collectively contribute a large chunk
of the total sales of the Company. It basically consists of organizations that buy large
quantities of a product in one single transaction. The Company provides goods to these
customers on credit, payments being made by them after a certain period of time i.e. either a
month of half a month.
Examples: Clubs, fine dine restaurants, hotels, multiplexes, Corporate houses etc.
 Future Consumption: This route consists of outlets of Coca-Cola products, wherein
a considerable amount of stock is kept in order to use for future consumption. The stock does
not exhaust within a day or two, instead as and when required stocks are stacked up by them
so as to avoid shortage or non-availability of the product.
Examples: Departmental stores, Super markets etc.
 Immediate Consumption: The outlets in this route are those which require stocks on
a daily basis. The stocks of products in these outlets are not stored for future use instead, are
exhausted on the same day and might run a little into the next day i.e. the products are
consumed at a fast pace.
Examples: Small sized bars and restaurants, educational institutions etc.
 General: Under this route, all the outlets that come in a particular area or an area
along with its neighbouring areas are catered to. The consumption period is not taken into
consideration in this particular route.

 DISTRIBUTION SYSTEM
 Direct distribution: In direct distribution, the bottling unit or the bottler partner has
direct control over the activities of sales, delivery, and merchandising and local account
management at the store level.
 Indirect distribution: In indirect distribution, an organization which is not part of the
Coca-Cola system has control on one or more of the distribution elements (Sales, delivery,
merchandising and local account management)
 Merchandising: Merchandising means communication with the consumer at the
point of purchase to convey product benefit, value and Quality. Sales people and delivery
personnel both have this responsibility. In certain locations special teams who go into
business locations to specifically merchandise our products.

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 DEPARTMENTS INVOLVED IN THE DISTRIBUTION
PROCESS
The Distribution process mainly consists of three departments:
 Distribution Department: It appoints distributors and establishes a distribution network,
processes approved sale orders and prepares invoices, arranges logistics and ship products,
co-ordinates with distributors for collections and monitors distribution stocks and their set-up.
 Finance Department: It checks credit limits and approves sales orders in compliance with
the credit policy followed by the firm, records collections from distributors, periodically
reconciles outstanding balances from distributors, obtains balance confirmation from
distributors and follows up outstanding balances.
 Shipping or Warehousing Department: It dispatches goods as per approved by order,
ensures that stocks are dispatched on a FIFO basis, ensures physical control over load out
area and updates warehouse stock records in a timely manner.

 RED CONCEPT
RED stands for Right Execution Daily. It is a survey method for the company to know their position
in the market.
ABOUT RED
 To check the availability of the visi cooler provided by the company to the retail outlets for
their products.
 To check the activation in various outlets.
 To check the branding order of the various products in the cooler.
Survey has done in the four topics-
 Impurity
 Brand Order
 Availability
 Activation
IMPURITY
There should be no impurity in the visi cooler of the company. Impurity here refers to that brand
which is presented in the visi cooler other than coke’s product. Therefore not other product of any
other company may not be in the cooler.

BRAND ORDER

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 The company has given a brand order to the market developers to arrange the different brands in a
specific order in the cooler. The order should be in such a way-
 Thumsup
 Coca cola
 Sprite
 Limca
 Fanta
 Maaza
 Kinley
 Pet & Juice
AVAILABILTY
Availability is done according the type of outlet. There are four type of outlet mentioned below.
According to this market developer has to ensure the availability of the products in the particular
outlet.
ACTIVATION
Activation is important because it helps to boost the sales of the company. it is done through the Glow
sign, Shelf display, flanges. Combo boards, Table tops .This boards usually gives to the E&D
outlets .It helps to attract the customers. Rack with header is provided to the grocery stores
Activation Elements
Market developer must ensure that all these activation elements must available at all the outlets.
Detail of activation elements must available at GROCERY STORES:
1. WARM DISPLAY RACK
2. SHELF DISPLAY

SHELF DISPLAY

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 DISPLAY OF RACK VISI COOLER
OPTIONAL ELEMENTS:-
1. STANDEE
2. SIX MOBILE HANGER
3. VISI COOLER BRAND STRIP
4. WARM DISPLAY RACK
5. TABLE TOP RACK
6. TENT CARD
Visual merchandising
Visual merchandising is the activity of promoting the sale of goods, especially by their
presentation in retail outlets.

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 Outlet Segmentation Model for 2011
Introduction of Platinum VPO and Grocery-2, Cinema, Travel-1, and Travel-2 channels
Channel
Type
Based on
consumption
Convenience occasion

E&D Type - 1

E&D Type - 2
Annual KO VPO
Grocery – 1 (Traditional) • Platinum : >1500 cs
• Diamond : > 800 cs
Grocery – 2 (Modern)
• Gold : 500-799 cs
Cinema – (Single Screen) • Silver : 200-499 cs
• Bronze : < 200 cs
Travel – 1 (Railway)

Travel – 2 (Bus Stand/Highway)

VPO
Class

Income level of
Income locality
Class

TYPES OF OUTLETS
The company has divided their outlets on the basis of the following criteria-
 Volume
 Channel
 Income group

1. VOLUME

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 There are four types of outlets according to the volume of sales of the outlet-

Diamond - 800>C/s & above per year

Gold - 500-799C/s per year
Silver - 200-499C/s per year
Bronze - <200C/s per year

2. CHANNEL
(A) GROCERY STORE
Grocery (customer profile): Store stocking a variety of regular uses household items. The
channels provide an opportunity for penetration as it propels home consumption. It includes
all kirana stores, departmental stores, supermarkets, provision stores etc.
Necessary Availability - 2 liter and 300ml
(B) EATING & DRINKING CHANNEL
Eating and Drinking Channel: Outlets range from the high-end restaurants to the smaller
dhabas. These outlets offer multiple opportunity to effect sales as people usually order
something to drink along with food. It includes
 Restaurants
 Bars and Pubs
 Dhabas
 Cafes
(C) EATING & DRINKING CHANNEL2
It includes bakery, sweet shops, tea shops, soft drink shops and juice centre.
(D) CONVENIENCE CHANNEL
Pan/bidi shops (customer profile) : This segment includes PAN BIDDI outlets that stock
cigarettes, mint, confectionary. It covers STD/ISD phone booths, travel channel etc. Small
outlets that mainly sell 200ml or 300ml bottles. They may also sell 600ml.
3INCOME GROUP.
According to the income group of the area-
 Low- Those outlets where low income customer comes.
 Medium- Those outlets where medium income customer comes.
 High- Those outlets where high income customer comes.

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 TYPES OF VISI COOLER/CHEST
Cooler - 2C/s Chest- 4C/s
4C/s 10C/s> above
7C/s
9C/s
20C/s
30C/s
PJP(permanent journey plan)
(P.J.P. plan):The P.J.P. plan is a day wise schedule of a M.D.(Market Developer) which
contains the names of the outlets to be visited by him coming under the campaign R.E.D.
where the project has to be implemented.
After getting permanent journey plan the next step was to visit the outlets for gaining
initial information of every individual outlet as well as market on a whole. The visit to all the
outlets of that area helped in revealing its market condition. Visiting the outlets clearly
showed the picture of the market situation prevalent in market..
PRE SALE CONCEPT
This is a new concept by the company. In this concept company takes order one day before
and then delivers the product to each route. So this gives more time to market developer to
assure RED.
This concept has so many advantages-
 This gives more time to the market developer for the activation & branding purpose.
 By this company can easily implement the RED concept in better way.
 Presale concept makes assure of more availability of the products in the market.
 This concept is easy in processing.
 By this concept market developer can arrange the product in better way.
 The Company can display its products in proper way so that customers can attract towards it.

Does the preseller come to your outlet & clean company’s cooler & arrange the product
properly?

(A)Percentage Analysis

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 Questionnaire Analysis
Q-Which product of Coca Cola is having higher sales at your outlet?
Thums up Maaza Coca Cola Sprite Limca Fanta
40 4 4 2 0 0

Thums up Maaza Coca Cola Sprite Limca Fanta

8% 8% 4%

80%

Interpretation
Here we can say that Thums up is the leading brand when it comes to sells of Coca
Cola brands. Most of the outlet are having highest sells of Thums up.

Q-Does the preseller come to your outlet & clean company’s cooler & arrange the
product properly?

Yes No
Chart Title
32 18 36%
Yes
No

64%

Interpretation
Every preseller has route of visit & few responsibilities apart of taking order. It is his
duty to fulfil all assign work. Here we can say that there is service gap. Due to any reasons
Retailers are not getting all the necessary services by Coca Cola.

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Q-Do you think that arranging the product as per RED, is useful for your sale?
28%

Yes No
36 14 Yes
No

72%

Interpretation
Here we can say that most of the retails agrees on the point that the Coca Cola’s stretergy
helps them in increasing their Sales.

Q-Do you believe that posters, banners, fledge& other promotional equipment affect
your sale?

Yes No
100 0
Yes
No

100%

Interpretation
Here we find that all of the retailer of samples size agreed on that Sales can be
increased by using such equipment.

Q-Have you ever been informed by preseller about RED (Right Execution Daily)norms
for arrangements of products purity & availability of each SKU’s?
26%

Yes
Yes No
No
13 37
74%

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Interpretation
Here we can say that 74% of retailer where even not knowing all the RED norms & hence the
many collers were impure. These clearly shows that communications gap between company
& retailers.

Q- What do u think consumers give weightage to brand or not?

32%
Yes No
34 16
Yes
No

68%

Interpretation
These data clearly shows company’s communication towards consumer is very clear. And
hence retailer’s works get limited. So he is keen to put the product which is fast moving& he
does not need to put product for longer time.

Q-Will you prefer Fanta fun taste powder as a RTD(Ready to drink) & recommend to
other people?

Definitely prefer Prefer Neutral Not prefer Fefinitely not prefer

15 30 3 2 0

Definitely prefer Prefer Neutral

Not prefer Fefinitely not prefer
6% 4% 30%

60%

Interpretation

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The 60% of existing Coca Cola customers are ready to prefer the product. But there are few
customers are not ready to prefer product due to slow moving of product & many are not
willing to put product because product is new in market

Q- Are you satisfied with presell integration model in coca cola?

30%

Yes No Yes
35 15 No

70%

Interpretation
Here we can say that majority of the Retailers are happy with the Coca Cola’s Model &
hence company should continue like this. But still there 30% Retailers are not satisfied hence
Coca Cola should do something regarding that.

Q- What problems do you face?

Stock Billing problems Wastage of time Problems in returning emptis Other

problems
2 33 3 8 4

Stock problems Billing problems Wastage of time

Problems in returning emptis Other
8% 4%
16%

6%

66%

Interpretation

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 Here this kind of problem were faced of billing was higher at 66%, these problem is faced
where in distribution area were black berry system is used for taking orders. These also
shows that retails are not having problems regarding Product quality, which is good for
Coca Cola.

Q-You prefer the products of coca cola because of?

Brand TV Taste Brand Advertisement Recommendatio Other

Name Commercials Ambassador n
33 2 5 2 4 4  0

Brand Name TV Commercials Taste Brand Ambassador

Advertisement Recommendation Other
8% 8%
4%

10%

4% 66%

Interpretation
By this research its shows that Brand Names gives 66% of sales. Hence launching new flavour with
Brand name will give product better sales.

Q- Do you get proper service for maintenance of coolers?

26%

Yes
No
Yes No 74%
13 37

Interpretation
Here we can say that there is Service gap. 74% of retailers are not getting Service of cooler. Services
of cooler are provided by Cooler dept. of coke. Hence there should be some way to direct contact
cooler dept. by retailer.

Q-There are no products in Non-alcoholic beverage section that can be compared with
Thums up.

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 Yes No

Yes No
27 23 46%
54%

Interpretation
The majority of retailer agreed to this statement which shows that Thums up is not just
market leader but also having strong presence in Retailer mind.

(B) Model Analysis

 Strength
 Strong product line
Coca cola has strong product in existing market. These products are fast moving in
nature. These soft drinks not only quench thirst but also refresh everyone it touches. They
have two cola brands Coca cola & Thums up which capture big market share in terms of sales
volume. Company has refreshing drink likes Limca, Sprit & Fanta. In juice segment company
have brands like Maaza & Minute maid.

 Product Promotion
The Product Promotional is a term used to describe the set of tools that a business can
use to communicate effectively the benefits of its products or services to its customers.
The promotional mix includes the following tools
 Advertising
 Public relations
 Sales promotion
 Direct marketing
 Personal selling

 Brand Recognition

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 Coca Cola Company has different brands all the Brands have high Brand
Recognition.
 Customer loyalty
Customer loyalty is all about attracting the right customer, getting them to
buy, buy often, buy in higher quantities and bring you even more customers.
This kind of Customer Loyalty is there with Coca’s Brands due to its taste.
 Word of mouth Marketing
Word-of-mouth marketing (WOMM) is an unpaid form of promotion—oral or written , in which
satisfied customers tell other people how much they like the product or service. Word-of-mouth is
one of the most credible forms of advertising because people who don't stand to gain personally
by promoting something put their reputations on the line every time they make a
recommendation.
 RED Strategy

 Weakness
 Negative Publicity
 Coca cola’s products have been subject to sustained criticism by both consumer
groups and watchdogs, particularly since the early 2000s. Allegations against the company
are varied and criticism has been based around; questionable labour practices, the company's
poor environmental record, possible inverse health effects etc, this type of Negative Publicity
has affected the company’s operations.
 Water shortages, pollution of
groundwater and soil, exposure to
toxic waste and pesticides is
having impacts of massive
proportions in India. In a country
where over 70% of the population
makes a living related to
agriculture, stealing the water and
poisoning the water and soil is a
sure recipe for disaster. Thousands
of farmers in India have been

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 affected by Coca-Cola's practices, and Coca-Cola is guilty of destroying the livelihoods of
thousands of people in India.

 Health Issues
Possible health effects of Coca-Cola products, use of Pesticides etc. this all are
very critical criticism for a company with international operations & wants to grow in
India.
 No Promotion activity directly related to Cricket World Cup

(ICC World cup 2003)(ICC World cup 2011)

 Failure of Brands
Vanilla Coke launched in April 2004. It was First flavor extension in
India by Coke. Company opted for use of a brand new celebrity – Vivek
Oberoi with Retro-Bollywood theme. Tag line was “Ice Creamy
Thanda”. Created slang ‘Wakaw’ for “cool and different”. Promotional
activities in colleges and malls were under taken to attract youth. Launch
of remix album with 1970s songs and music.
One of the first attempts at viral marketing using SMS.

 Sunfill was introduced in 2001 and Coca Cola intended to

take on Rasna in the Rs 180 crore soft drinks concentrate market in
India. Rasna was dominating the market with a share of over 85%.
Sunfill was a powder soft drink concentrate . Powder concentrate
occupy85% of the total soft drinks concentrate market. Sunfill
came in three variants : Regular, Anand and Tarang.

 Sprit Ice another Brand which got failed in Indian market.

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 Replacement Problem
 Vehicles are less.
 More seasonal demand
 Poor service
 Large number of non-bias outlet.

 Opportunity
 Innovation
Coca Cola continues to implement product innovation is because of the intense
competition in the non-alcoholic beverage industry. In order to remain competitive and to
maintain its leadership position, Coca Cola introduces innovative products that create value
for the customers and shareholders.   The nonalcoholic beverages segment of the commercial
beverage industry is highly competitive. The nonalcoholic beverages segment of the
commercial beverage industry is highly competitive.
Coca cola has done continues innovation in past many years & with the innovation
only they can survive in this market, where there are lot of other products are available.
Innovation is not only limited to Product but it is in Packing, Equipment, Marketing &
Marketplace.
E.G.:-
Coca-Cola India plans to offer an entire range of its chilled soft drink products to markets deep in the
hinterland, even where there is no electricity.'eKOCool', a chest cooler, developed internally by the
Indian arm of the Atlanta-based multinational, operates exclusively through solar energy.
The innovation gives Coca-Cola a competitive edge to tap new rural markets and ramp up sales of a
product which is always best served chilled. Introduced in select rural markets earlier this summer, it
has already improved sales dramatically and company officials expect orders of the product from other
countries in the system as well.
(http://articles.timesofindia.indiatimes.com/2011-06-06/india-business/29625384_1_coca-cola-india-rural-markets-solar-energy)

 Expansion of Product Line

In initial period Coca Cola had started with it’s cola brand & parle’s brand now they
are focusing on various diversified drinks. They are increasing their product portfolio very

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 aggressively. Not only they are diversifying product wise but they are offering different
Flavor in same products e.g. Vanilla Coke, Fanta Apple.

 Large Domestic Market & Increasing Disposable income of People

India is one of the fastest developing countries & heavily populated hence there is
huge & growing market for Coca Cola co. The nation per capita is increasing considerable.
Population of India has crossed 120 billion & per capita income is also increasing in double
digit hence there are high chances of growth. People’s disposable income is increasing which
shows by the soft drink companies double digit growth. Disposable Income of the consumers
also affects the business of the soft drink players. A high disposable income of the consumers
ensures a high demand for the products in the market.

Coca-Cola India, on the other hand, has delivered 15 consecutive quarters of growth, out of
which 12 quarters have seen double-digit growth. "If one looks at our latest Q1 2010 growth
numbers, Coca-Cola India's unit case volume grew by 29%. It involved share gains across key
beverage categories --both in sparkling and in stills," said a Coca-Cola India spokesman.
(Economics Times & http://articles.economictimes.indiatimes.com/2010-0617/news/27581172_1_coca-cola-india-soft-drink-nadia-chauhan)

 Non-carbonated Beverage Business

Coca-Cola India entered the Rs 100-crore juice market with its ''Minute Maid'' brand where it
will compete against market leaders such as Dabur, arch-rival Pepsi and home-grown Parle.
The Minute Maid 100 percent juice has been
launched in three flavours such as apple, grape
and orange, developed at the company’s Research
& Development laboratory in Gurgaon.
"There is an enormous opportunity in the
packaged beverage market. Having established
our juice credentials with the successful launch of
Minute Maid Pulpy Orange and Nimbu Fresh
juice drinks along with Maaza, we are now launching the premium Minute Maid 100 percent
juice range in three flavours," Coca Cola’s CEO, India and South West Asia, Atul Singh, told
reporters while launching the product on the sidelines of the Food Forum India here.
(http://articles.economictimes.indiatimes.com/2011-03-28/news/29354530_1_juice-market-minute-maid-pulpy-
orange)
 Increasing communication with people

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 After facing lot of problem & lots of criticism Coca-Cola has decided that the
problems in India are a public relations problem, and that they will "spin" them away. Coca-
Cola has hired a public relations firm, Perfect Relations, to develop a new image for them in
India. The head of communications for Coca-Cola Asia has been moved to India from Hong
Kong to try to deal, in a PR way, with the growing resistance.

 Threats
 Protest against Coca Cola in India

 Government Regulation
 Growing "health-conscience" in Society
 Continuous competition with Pepsi
 New entry of competitors

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 PEST ANALYSIS

The PEST analysis examines changes in a marketplace caused by Political,

Economical, Social and Technological factors.

P: Political change, from one party to another in control- for example the rise in
private healthcare and privatizations under Conservative governments.

Political Analysis for Coca-Cola

Non-alcoholic beverages fall within the food category under the FDA. The
government plays a role within the operation of manufacturing these products in terms
of regulations. There are potential fines set by the government on companies if they
do not meet a standard of laws.

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 The following are some of the factors that could cause Coca-Cola company's actual
results to differ materially from the expected results described in their underlying
company's forward statement:-

 Changes in laws and regulations, including changes in accounting standards, taxation

requirements, (including tax rate changes, new tax laws and revised tax law
interpretations) and environmental laws in domestic or foreign jurisdictions.

 Changes in the non-alcoholic business environment. These include, without limitation,

competitive product and pricing pressures and their ability to gain or maintain share of
sales in the global market as a result of action by competitors.

 Political conditions, especially in international markets, including civil unrest,

government changes and restrictions on the ability to transfer capital across borders.

 Their ability to penetrate developing and emerging markets, which also depends on
economic and political conditions, and how well they are able to acquire or form strategic
business alliances with local bottlers and make necessary infrastructure enhancements to
production facilities, distribution networks, sales equipment and technology.

 Political factors may also include goods and services which the government wants to
provide or be provided and those that the government does not want to be provided.
Furthermore, governments have great influence on the health, education, and
infrastructure of a nation.

E: Economic change, for example a recession creating increased activity at the

lower ends of product price ranges. Rate of interest raises depressing business and
causing redundancies and lower spending levels.

Economic Analysis for Coca-Cola

Marketers need to consider the state of a trading economy in the short and long-terms.
This is especially true when planning for international marketing. You need to look at:

74 | P a g e
 1. Interest rates.

2. The level of inflation, Employment level per capita.

3. Long-term prospects for the economy Gross Domestic Product (GDP) per capita,
and so on.

S: Social changeinvolves changing attitudes and lifestyles. The increasing in number of

young people has given coca cola whole new segment to target.

Socio cultural Analysis for Coca-Cola

The social and cultural influences on business vary from one place to other. It is very
important that such factors are considered. Factors include:

 What is the dominant religion?

 What are attitudes to foreign products and services?
 How ready people are to accept new product?

Consumers from the ages of 37 to 55 are also increasingly concerned with nutrition.
There is a large population of the age range known as the baby boomers. Since many are
reaching an older age in life they are becoming more concerned with increasing their
longevity. This will continue to affect the non-alcoholic beverage industry by increasing the
demand overall and in the healthier beverages.
Consumption of soft drinks has long been inversely correlated with a person's age. In
other words, as you age you drink fewer soft drinks, while younger people drink most soft
drinks. The average age of the populations in the United States and most European countries
is increasing. Outside the United States and Europe, Coke management observes: "The world
is getting younger and young people are the most enthusiastic purchasers of consumer
products".

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 T : Technological change - creates opportunities for new products and product

improvements and of course new marketing techniques- the Internet, e-commerce.

Some factors that cause company's actual results to differ materially from the
expected results are as follows:

Technological Analysis for Coca-Cola

 The effectiveness of company's advertising, marketing and promotional programs.

The new technology of internet and television which use special effects for
advertising through media. They make some products look attractive. This helps in
selling of the products. This advertising makes the product attractive. This technology
is being used in media to sell their products.

 Introduction of cans and plastic bottles have increased sales for Coca-Cola as these
are easier to carry and you can bin them once they are used.

 As the technology is getting advanced there has been introduction of new machineries
all the time. Due to introduction of this machineries the production of the Coca-Cola
company has increased tremendously then it was few years ago

 CCE has six factories in Britain which use the most stat-of the-art drinks technology
to ensure top product quality and speedy delivery. The Wakefield factory has the
technology to produce cans of Coca-Cola faster than bullets from a machine gun.

 Even at Coca Cola’s Goblej Plant is able produce 600 bottles per minute.

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 Porter’s Five Forces Model of Coca Cola

Porter’s five forces model is a framework for the industry analysis and development
of business strategy. Three of Porter’s five forces refers to rivalry from
external/outside sources such as micro environment, macro environment and rest are
internal threats. It draws ahead Industrial Organization economics to develop five
forces that conclude the competitive intensity and consequently attractiveness of a
market place or industry. Attractiveness in this framework refers to the generally
overall industry profitability. An "unattractiveness" in industry is one in which the
mixture of these five forces proceed to constrain behind overall profitability. An
extremely unattractive industry would be one moving toward "pure competition", in
which existing profits for all companies are moving down to zero.

 The threat of the entry of new competitors

There is need of huge capital not just too start this business but to run also.
There is need of distribution channel, Technology etc. hence threat of entry is
very low. There are various factor due to which threat of entry is Low.

 Advertising and Marketing

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 Soft drink industry needs huge amount of money to spend on advertisement and
marketing. This makes it exceptionally hard for a new competitor to struggle with the
current market and expand visibility.

 Customer Loyalty/ Brand Image

Coke is been investing huge amount on advertisement and marketing throughout their
existence. This has resulted in higher brand equity and strong loyal customers’ base
all over the globe. Therefore, it becomes nearly unfeasible for a new comer to
counterpart this level in soft drink industry.

 Retail Distribution

This industry provides significant margins to retailers. For example, some retailers get
15-20% while others enjoy 20-30% margins. These margins are reasonably enough
for retailers to entertain the existing players. This makes it very difficult for new
players to persuade retailers to carry their new products or substitute products for
Coke and Pepsi.

 Fear of Retaliation

It is very difficult to enter into a market place where already well-established players
are present such as Coke and Pepsi in this industry. So these players will not allow
any new entrants to easily enter the market. They will give tough time to new entrants
which could result into price wars, new product line, etc in order to influences the
new comers.

 Bottling Network

In this industry manufacturers have franchise contracts with their presented bottler’s
that have privileges in a definite geographic area in eternity such as both Pepsi and
Coke have contracts with their presented bottler’s. These contracts forbid bottler’s
from taking on new competing brands for similar products. Latest consolidation
between the bottler’s and the backward integration with Coke buying considerable
numbers of bottling firms, it makes very difficult for new player to contract with

78 | P a g e
 bottler’s agreeable to distribute their brands. The alternative is that new entrances
build their bottling plants, which will need intense capital and exertion. 

 The intensity of competitive rivalry  

The industry is almost dominated by the Coke and Pepsi. This industry is well known
as a Duopoly with Coke and Pepsi as the companies competing. These both players
have the majority of the market share and rest of the players have very low market
share. Otherwise; competition is comparatively low to result any turmoil of industry
structure. Coke and Pepsi primarily are competing on advertising and differentiation
rather than on pricing. This resulted in higher profits and disallowed a decline in
profits. Pricing war is nevertheless experienced in their global expansion strategies.

 Composition of Competitors

Except the Pepsi other competitors are of unequal size especially in local markets. 
Coke and Pepsi both players have the majority of the market share and rest of the
players have very low market share.

 Scope of Competition

Scope of competition in this industry is generally global; Coke and Pepsi are
approximately presents in 200 countries.

 Market Growth Rate

The soft drinks business will not see growth in near future, with the smoothie and
bottled water sectors mainly hit by a decline in 2008, and across all sectors volume
declined by 1.1 percent. But recently last 4 quarter in India has been great for Coca
Cola were they have sales growth of double digit. 

 Fixed Storage Cost

This industry needs huge manufacturing plants and contracts with bottling network
companies. These contracts make sure that bottler’s must have standard
manufacturing plant; these plants need huge capital and exertion. 

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 Degree of differentiation

Marketing and Product differentiation have become more significant. Coke and Pepsi
mainly are competing on advertising and differentiation rather than on pricing. Coke
has diverse advertisement campaigns according to conditions. Coca-Cola is
recognized as the best-known brand name in the globe. More prominently, its
consumers would not do without it, and have established a loyalty.

 Strategic Stake

Coke’s core operation is the manufacturing and distribution both for itself and beneath
franchise, of non-alcoholic beverages and related products. Because of the strategic
stake the main brand of the Coke has been around for a lot of years.

 The threat of substitute products

This industry is enriched with enormous statistics of substitutes such as: water, tea,
beer, juices, coffee, etc presented to the end-consumers. But all the suppliers of these
substitutes need massive advertising, brand equity, brand loyalty and making sure that
their brands are effortlessly accessible to the consumers. Most of the substitutes
cannot counterpart the existing player’s offers or diversify business by offering new
product lines of the substitute products to safeguard themselves from rivalry. But still
threat from substitute is high.

 Aggressiveness of substitute products in promotion

Soft drink industry companies spend huge amount of money on advertisement and
marketing to differentiate their products from others and also create brand equity,
base of loyal customers and increase visibility.

 Switching Cost

Switching cost of the substitute products is very low so consumers can easily shift
towards the substitute products.

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 Perceived price/ value

Perceived price/value in this industry is very low because all products are
comparatively same and are only differentiated by promotional activities. 

 The bargaining power of Customers (Buyers)

The most important buyers for the Soft Drink industry are fast food fountain, vending,
convenience stores, food stores, restaurants, college canteens and others in the
categorize of market share. The profitability/revenue in each of these segments
obviously demonstrates the bargaining power of the buyers to pay different prices. 

 Fast Food Fountain

Coke mainly regard this segment as “Paid Sampling” due to small margins. This
division of buyer’s is the slightest profitable because of the high bargaining power of
the buyers. The bargaining power of the buyers is high because they purchase in
bulks. 

 Vending Machines

Vending Machines provide products to the customers in a straight line with

enormously no power with the buyer.

 Convenience Stores

This segment is tremendously fragmented and has no bargaining power due to which
it has to pay superior prices.

 Food Stores

This segment of buyers’ is fairly merged with few local supermarkets and numerous
chain stores. Since this segment presents best shelf space it demands lower prices.

81 | P a g e
 The bargaining power of Suppliers  

Most of the raw materials desirable to manufacture soft drink are basic merchandise
such as flavor, color, caffeine, sugar, and packaging etc. The suppliers of these
commodities have no bargaining power over the pricing due to which the suppliers in
soft drink industry are relatively weak.

 Number of important Suppliers

Raw materials for soft drink are basic commodities which are easily available to every
producer and have low cost which makes no difference for any supplier.

 Switching cost

All the raw material ingredients are basic merchandize and easily accessible to
manufacturers. Switching cost to the suppliers is very low; manufactures can easily
shift towards the other suppliers.

 Availability of substitutes

Soft drink products have standard raw material ingredients which could not have any
alternatives or used instead of the actual ingredients.

 Threat of forward integration

Threat of forward integration is very low in this industry because manufacturers of the
soft drinks need huge manufacturing plants, bottling network, strong distribution
network and best shelf space.  Suppliers could not afford such kind of well-
established network.

 Importance of buyer industry to suppliers

Soft drink industry is very important to the suppliers because buyers purchase larger
amount of raw material. This encourages suppliers to remain in good contact with
buyers.  

 Supplier’s product an important input to the buyer’s

82 | P a g e
Product of the suppliers is very important input for the manufacturers in this industry
because these products do not have any substitute. 

CHAPTER 7

RESEARCHFINDINGS
83 | P a g e
  Research findings
 The observation was that Coca Cola has tough competition from Pepsi.
 It seems that in past few Years Coca Cola has become more aggressive & there
launching new product but also getting very aggressive in Promotion.
 In the city like Ahmedabad were consumers are mostly modern, young, adventurous,
ready to spend quite sum of amount and full of excitement People company has got
big market.
 Whenever there is any occasion where the consumer wants to buy soft drink the first
name comes in his mind is Thums up & when there is female she would opt for Coca
Cola or Maaza.
 Company is also keen on launching Non-Carbonated beverages.
 Now people are more interested in buying Pet bottle instead of RGB bottles.
 There is lack of distribution services between Distributers & A.M.C. (Area Market
Contractor)
 A.M.C. are not providing continuous services to Rural Market.

84 | P a g e
 CHAPTER 7

SUGGESTIONS
85 | P a g e
 &
RECOMMENDATION

 SUGGESTIONS
During This marketing Research I have got all these suggestion for the Coca Cola.
Taking the above analysis into consideration, the following points can be regarded for
further marketing of the product:
 Many Retailers feel that Coca Cola is competitive than other bread.
 Company should give emphasize on Expected profit margin of Retailers.
 Company can also give more preference to PET bottles at Grocery stores by
that company can increase their availability & for that they have to come with
different scheme for them
 Can create good relationship with the retailers in the city that will gain the
company tothe greater extent.
 There are lot of Problem in distribution system. Spacially in rural market
 M.D.’s are not intrested in penetrating new product in market
 M.D. are more intresed in achiving daily target not focussed in visiting every
outlets.
 Due to gap in Distribution channel there are many people who opt for Pepsi
Product.

 Advertisements should target the entire family, mainly because it has been
observed that irrespective of age and gender, more than 75% of the people
have liked the product and look forward to buy it again. Advertisements
should highlight the main features of the product that is the existence of pulp
(which is already made prominent in Advertisements); it should lay emphasis

86 | P a g e
 on the health and nutrition value of the product and also on the fact that it is
as good as fresh fruit juice.

 At Modern Trade Outlets, where shoppers buy in bulk, FFT Powder could be
given away free for sampling & can sold at same place, if the customer buys
goods worth more than a certain price line. It could be introduced even at
Reliance Mart, Big Bazaar etc.

 New flavours of FFT Powder can be introduced into the market as early as
possible because many retailers & customer buying were eager to know if the
drink would come in more flavors and another many of the consumers did
not like Orange flavour so they were anticipating the probable launch of other
flavours.

 FFT powder packing size for Retailers needs to be change.

87 | P a g e
88 | P a g e
 CHAPTER 8
CONCLUSIONS

 Conclusions
Soft drink industry is growing day by day. Its most of sales comes in
summers but still number of sales in other sessions is also growing. After
thorough study, we come to the conclusion that the marketing strategy of Coca
Cola is working for them and the product is gaining popularity among youth
day by day. But for growth of Coke there is need of continuous good economic
condition of the nation. The more increase in peoples disposable income coke
will benefit.
Despite of being in news due to much rough reason coke is more involve
in PR activity. The Coca-Cola Company has always believed that education is a
powerful force in improving the quality of life and creating opportunity for
people and their families around the world.
Coca-Cola has always had a close consumer and supplier relationship
with its customers. It’s entertaining and colorful advertisements have always
and will always rock the media. Indian rock stars, sportsmen, and actors have
played a very vital role in making Coca-Cola such a popular beverage.

89 | P a g e
  BIBLIOGRAPHY

 BOOK:

 (Philiph K. Kevin K. Mittleshwar J. Abraham K.), (Year of

Publication 2009), (Marketing Management),(13 t h Edition), (Pearson
Publication India Ltd.)

 (H.R.Ramanath) (2010) (Research Methodology & Operations

Research) (1 s t Edition) (Himalaya Publishing House)

 Web sites:

www.cocacolaindia.com
www.scribd.com
www.cocacola.com

90 | P a g e
  Annexure

Handbook of Fanta Powder

91 | P a g e
 Prepared by:
Gaurav Modi Pratik Patel
Gaurang Chavda Vikas Shah
Hardik Rajgor Yash Acharya
Nilkanth Deshpande

92 | P a g e
93 | P a g e
94 | P a g e
 S
egmentation
Whole Ahmedabad is been segmented as per area in 11 clusters.

95 | P a g e
These clusters are also segmented by the income level of the people.

96 | P a g e
Master Table
In
eo
c
 Cluster wise Summery
Cluster 1- Total Visit Total NC Productivity Shipper Class Area
Naroda in % Sold Type
Krushan Nagar 31 7 22 1.75 Middle Residential
Nana Chiloda- 49 19 38 15 Lower Industrial
Nobal nagar
Naroda 24 8 33 8 Lower Residential
Kubernagar 30 16 53 6 Lower Residential
Total 134 50 30 30.75

Cluster-2-Civil Total Visit Total Productivity Shipper Class Area

NC in % Sold Type
Sardarnagar 42 20 47 8 Middle Residential
civil-asarva 9 5 55 5.5 Middle Residential
shahibag 46 16 34 6.5 Middle Residential
meghaninagar 10 5 50 2.25 Lower Residential
Total 107 46 42 22.25

Cluster-3- Total Visit Total NC Productivity Shipper Class Area

Bapunagar in% Sold Type
Bapunagar 147 42 28 13.5 Middle Residential
&Khodiyarnaga
r
Thakkarnagar& 85 58 68 22.75 Middle Residential
Nikol
Rakhiyal 5 3 60 2 Middle Residential
Saraspur 58 24 41 7.75 Lower Industial
Total 295 127 43  46  

Cluster-4- Total Visit Total NC Productivity Shipper Class Area

Maninagar in% Sold Type
Maninagar 144 32 22 22.75 Middle Residential
Khokhara 45 14 31 10.5 Middle Residential
kankariya 18 9 50 4 Middle Residential
Hatkeshvar 16 6 38 1.5 Lower Residential
Total 223 61 27 38.75

Cluster-5- Total Total Nc Productivity Shipper Class Area

Vastral Visit In % Sold Type

97 | P a g e
 Vastral, 181 50 27 32 Middle Residential
Amraivad Industrial
i
Odhav, 143 44 30 21 Lower Residential
Virat
Nagar
Total 324 94 29 53

Cluster- Total Visit Total NC Productivity Shipper Class Area

6-Paldi in % Sold Type
Vasna- 15 6 60 3 Middle Commercial
Paldi Residential
Sarkhej 39 20 51 4.75 Middle Residential
Vejalpur 70 31 44 18 Middle Residential
Juhapur 21 10 48 2.25 Lower Residential
a
Total 145 67 46 28

Cluster-7- Total Visit Total NC Productivity Shipper Class Area

Satellite in % Sold Type
Bopal 57 24 42 24.25 Middle Residential
Anandnagar 16 11 69 4.5 High Residential
Jodhpur 45 21 47 9.75 High Residential
Shivranjani 13 9 69 6 High Residential
Total 131 65 47 44.5

Cluster-8- Total Visit Total N.C Productivity Shipper Class Area

Chandkhed In % Sold Type
a
I.O.C Road 50 16 32 19 Middle Residential
D Cabin 50 30 60 9 Middle Residential
New C.G 25 5 20 1.75 Middle Commercial
Road
Motera 44 16 36 7 Middle Residential
Janta Nagar 25 11 44 5 Middle Residential
Adalaj 10 2 20 0.5 Middle Residential
Sugad 10 1 10 0.25 Lower Residential
Total 214 81 38 42.50

Cluster 9- Total Total NC Productivity Shipper Class Area

Kalupur Visit In % Sold Type

98 | P a g e
 Dariapur Residential
Delhi Residential
Darwaja
Kalupur Commercial
Shahibag 93 46 49 14.25 Middle Residential
Road
Relief Road Commercial
Raipur Residential
Manekchow Commercial
k
Jamalpur 32 10 31 2.75 Lower Class Residential
Total 125 56 44 17

Cluster- Total Total NC Productivity Shipper Class Area

10- Visit in % Sold Type
Isanpur
Isanpur 17 9 53 2.5 Middle Residential
Ghodasa 23 10 43 4 Middle Residential
r
Vatva 16 8 50 4 Lower Industrial
Total 56 27 48 10.5

Cluster-11- Total Total Productivity Shipper Class Area

Ashram Visit N.C in % Sold Type
Road
Narayanpur 7 3 43 3 Middle Residential
a
New Vadaj 45 22 49 7 Middle Residential
Juna Vadaj 60 16 27 3 Middle Residential
Usmanpur 5 2 40 0.75 Middle Residential
Ambavadi 20 7 35 3 Middle Residential
Total 50 137 37 16.75

(All Classification of clusters and income group as per our overview)

99 | P a g e
 Analysis Through Charts

Income level Total

Total Visit Visit
Higher Class Higher Class 74
Lower Class 4%
22%
Middle Class 1408

Lower Class 409

Middle Class Total 1891

74%

100 | P a g e
 Total NC Income level Productivity
Higher Class of N.C.
Lower Class 6% Conversion
21%
Higher Class 55.4%

Middle Class 37.78%

Lower Class 36.91%

Middle Class
73% Total 38.29%

Income level Total

NC
Higher Class 41

Middle Class 532

Lower Class 151

Productivity of N.C. Conversion Total 724

Lower Class; 36.91 Higher Class; 55.4

Middle Class; 37.78

101 | P a g e
 Shipper Sold Level of Income Shipper
Sold
Lower Higher
21% 5% Higher 20.25

Middle 256

Lower 73.75

Total 350
Middle
74%

102 | P a g e
 Class wise Summary
Class Total Visit Total Nc Productivity Shipper Sold Drop Size

High 74 41 55 20.25 24
Middle 1388 525 38 256 23
Low 409 151 37 73.75 23

(1)
Higher Class:
 Higher income level of people
 Good Infrastructure
 Higher standard of living
Productivity in Higher Class Area is Higher compare to other Class Due to following reasons:
 Mentality of people to purchase brand & standard product.
 People don't think before buying 5 Rs. thing.
Visits are less in Higher Class area because in Higher Class area Mall Culture is there.So,
numbers of retail shops are less compare to other areas. Because income level of people is
higher they can afford the product & also they are willing to purchase standard products
than the local brands.

(2) Middle Class:

 Medium income level of people

Productivity in Middle Class area is less compare to Higher Class area due to following
reasons:
 Retailers are not willing to keep newly introduced product.
 Availability of chipper similar products.

Visits are more in Middle class area because numbers of stores available are more in
numbers. But productivity is less because income level of people is less compare to Higher
class area people.

(3) Lower Class

 Low income level of people.

 Poor Infrastructure.
 Low standard of living.

103 | P a g e
 Productivity in Lower Class area is less compare to Higher Class area due to following
reasons:

 Mentality of people to purchase local products instead of brand.

Lower Class people have less income. Fanta Fun Taste Powder has M.R.P of 5 Rs.Which is
high compare to local brands which have M.R.P of 1,2 or 3 Rs. So people prefer local brands
which are less costly.

Competitors' Analysis
Tang is a powdered soft drink, the makers call it a blend of nutrition with
convenience, offering families around the globe, a great-tasting beverage. They
claim it provides a nutritious and real fruit-flavoured drink. It is available in
different types of packaging.Tang was originally marketed as an instant
breakfast drink and touted as the drink that was developed for astronauts. And
this is the reason why; Tang is fortified with a number of vitamins. In 2003, the
US-based Kraft Foods had entered India in a joint venture with Chennai-based
Kothari group but left very soon. Of course, since then Tang has been available
in India — though in smaller volumes, mainly brought in by importers.
However, its $18.9 billion takeover of British confectionary giant Cadbury early
this year has given Kraft Foods a chance of trying its luck again by leveraging on
Cadbury India's strong presence in the country.

Rasna Instant Drink in powder form, is pre-sweetened,enriched with fruit

powder. The company is one of the oldest brands in this segment. The brand
has captured 90% of orange drink market

104 | P a g e
 Fanta Tang Rasna Fruit plus
Vitamins B3,B6,B9,B12 A,B,C A,B3,B6,C
Flavour Orange Many Many
Water(m.l.) 200 180 180
BBD 9 month 15 month 18 month
M.R.P. 5 4 3
Margin(%) 12.8 to 24.6 20 to 25 10 to 18
Weight(gms) 23.5 19 23
Calcium Yes Yes Yes
Energy 90Kcal 75Kcal 70Kcl

Queries of Retailers
Medical
1) Less profit margin.
2) Different packing size
3) What is the expiry of product?
4) Is product not available in sugar free mode?
5) Is other flavour available?

Grocery
1) Is this product has the same Fanta taste?
2) Why price of product is not printed on package?
3) Is there any advertisement on national T.V.?
4) Any other flavour? Why only orange flavour? Is other brand product is available such as
thums up, Coca-cola.

Convenience
105 | P a g e
1) Is this product has the same Fanta taste?
2) Any other flavour? Why only orange flavour? Is other brand product is available such as
thums up, Coca-cola.
3)Is there any advertisement on national T.V.?
4)Why price of product is not printed on package?

Solution For Their Queries

1. What is Fanta Powder? s!f O[g8F %FFJ0Z X] K[m
O[g8F OG 8[:8 %FFJ0Z V[S
Fanta powder is newly launched product of SMSFvSM,F GL GJL 5|M0S8 K[4
Coca-Cola Company & very famous brand of VG[ B]AH ;FZL HF6LTL A|Fg0
cold drink. Now Coca-Cola Company has K[P CJ[ SMSFvSM,FSd%FGL
launched the new Fanta-fun taste powder V[ O[g8F OG 8[:8 %FFJ0Z ,MgR
which in powder which makes Fanta by just SZIM K[4 Z__ lDl,P 9\0F %FF6L
adding chilled water. Fanta is the very good DF V[S X[X[ O[g8F OG 8[:8
and tasty drink. To prepare the Fanta-fun taste %FFJ0Z pD[ZJF YL ZLI, O[g8F GM
we must take 200ml of water & you have to :JFN VFJ[ K[P VMKL lS\DT DF
just mix the powder in water, and mix it well. B]A H ;FZM :JFN DF6L XSFI K[P
Now the tasty Fanta instant drink is ready to D[CDFG G[ RF GL AN,[ VF 5L6]\
have it. The cost of this drink mix is not much VF5L XSFI K[P VFGM :JFN AC]
but the taste of this drink is excellent. It is an ;FZM CMJF YL AF/SM G[ AC]
EFJ[ K[P
ideal drink to prepare when we invite many
guests at our home. Children love to have the
Fanta a lot.

2. Is this same as Fanta Cold drink? sZf X] VF O[g8F OG 8[:8

No, there is a difference. What we have %FFp0Z O[g8F GL AM8,
drunk till today is a carbonated drink H[J]\ H AGX[m
where as this is Refreshing drink. With GF4 GCL YFIP S[D S[4 H[ VDFZL
added vitamins B3, B6, B9, B12 hence it O[g8F GL ) ~P GL H[ AM8,
is a healthy drink plus you get 90 kcal D/[ K[ T[DF U[;G]\ 5|DF6CMI K[P
by just one glass that shows that it is a HIFZ[ VF 5|M0S8 DF Sd
3. Will it make
Refreshing only 1 glass per 1
drink also. s#f V[S ;[X[DFYL
%FGLV[ JL8FDLg; VG[S[8,F u,F;
DLGZ<;
pouch? pD[Z[,F K[P AGX[m
VG[ V[S u,F;DF )
Fanta soda of 200 ml is available at Rs 9. _lS,MS[,ZL D/[ K[P TM VF V[S
Whereas Fanta powder with extra vitamins D]HAG]
V[S ZLO|[XL\U
;[X[DFYL V[S H5L6]\ S[CJFI
u,F; AGX[P
content is available at Rs 5 in same quantity. S[D S[4 O[g8F GL H[ SF\RGL AM8,
We have to just add chilled water of 200 ml. ) ~P DF D/[ K[T[H J:T] 5 ~P DF BF;
JL8FDLg; VG[ DLGZ<; ;FY[
D/[ K[P Z__ lDl, 9\0F %FF6LDF V[S
106 | P a g e ;[X[ GFBJYL ZLI, O[g8FGM H 8[:8
VFJX[P
 4. Product Margin is less s$fO[g8F OG 8[:8 p%FZ AC]
This is a family product & everyone knows this VMKM GOM D/[ K[m
brand by its name hence the person will just O[g8F SMSFvSM,F GL V[S ;FZL
not buy for him but he will buy for his family HF6LTL A|Fg0 K[P H[ ,MSMGF
hence would be sold in bulk. DUHDF 5[C,[YL H K[P VG[ V[JL
J:T] K[ H[ SM. V[S ;[X[ GF ,. HFI
%F6 $ YL 5 V[S ;FY[ ,. HFIP
VG[ VF V[S O[lD,L 5L6]\ K[P
VG[ O[lD,LDF ;FDFgI ZLT[ $
5. Rasna is available at Rs. 2 & tang at s5f Z;GF Z ~P DF D/[ K[ VG[
Rs. 4 then why should I buy Fanta 8[\U $ ~P DF D/[ K[ TM
Powder? VD[ X] SFD TDFZ]\ O[g8F
Fanta is already establish brand in the market OG 8[:8 %FFJ0Z
& people buy because of its brand name BZLNLV[m
where as “Tang” is using Cadbury’s distribution
channel but still product awareness is very O[g8F OG 8[:8 %FFJ0Z
less. And Rasna is not having permanent V[ SMSFvSM,FGL ;FZL A|Fg0 5|
distribution channel hence it is not available M0S8 K[P HIFZ[ 8[\U V[ S[0AZL
after summer where as in Fanta powder there S\%FGL GL 5|M0S8 K[P AC]
is guarantee of coca-cola’s continuous VMKF ,MSMG[ 8[\U lJX[ BAZ
services. K[ HIFZ[ O[g8F NZ[S
,MSMG[ BAZ CMI K[PZ;GF
6. Only orange flavour is available? s&fX] VF 5|M0S8 BF,L
The research shows that highest VMZ[gH O,[JZDF H p
demanded flavour is orange and %F,aW K[m
majority of people likes orange flavour
hence in initial period product is only Sd%FGL GF ZL;R" D]HA ;F{YL
launched in orange flavour and after JW] ,MSMG[ VMZ[gH O,[JZ
appropriate time duration company %F;\N VFJ[ K[P VtIFZ[ V[8,[ H Sd
7.will
Thislaunch
timeother
you flavours also. the
will deliver %FGL V[ VMZ[gH
s*f VtIFZ[ O,[JZ VF5L
TD [5|M0S8 ,M\R
SZL K[P YM0F ;DI AFN Sd%FGL
product but what about the next time? HXM4 %FKL VDFZ[ ALHL
ALHL O,[JZ ,M\R SZX[P
JFZ HM.T] CMI tIFZ[ X]m
Once you start business with this Fanta
powder we will enter your name in company’s V[SJFZ TD[ VF O[g8F XZ] SZXM
GCC book and you will get a GCC number then V[8,[ VD[ TDFZ] GFD4 G\AZ
after company
107 | P a g ewill serve you with its VG[ ;ZGFD]\ ,.X]\P H[GF £FZF
continuous services through that number. TDFZM V,UYL Sd%FGL GL GCC
A]SDF SM0 B],X[ VG[ tIFZAFN
TDFZF VF G\AZYL Sd%FGL
8. Season is almost ended; you should s(f ;LhG 5]ZL Y. U. K[P HM
have come earlier. TD[ VF 5|M0S8 ;FY[ JC[,F
Even in rainy season many a times there is high VFjIF CMT TM ;FZ]
humidity levels under those circumstances Z[CT]P
your body needs Refreshing drink which is
available in this product . This is a product RMDF;FGL ;LhGDF %F6 VFHSF,
which a cold drink brand and now people are UZDL ,MSMG[ JW] ,FU[ K[4 TM
becoming passionate with such kinds of V[ ;DI[ O[g8F V[S ZLO|[XL\U
products,Plus in any celebrations or in routine 5L6F\ TZLS[ ,. XSFI K[P
many families drink cold drink, hence this is VG[ VFHSF, 9\0F 5L6F V[S V[JL
more economical for them, that increases the J:T] K[4 H[G[ ,MSM O[lDl, O\SXG
chance of sale even in off season. VG[ ;FZF 5|;\U[ %F6 5LJFG]
%F;\N SZ[ K[P VG[ V[S ;[X[GL
lS\DT VMKL K[4 H[GF
SFZ6[ VMOv;LhGDF %F6 ,MSM
5LJFG] %F;\N SZ[ K[

Suggestion for packaging

108 | P a g e
 = X 12
1 Case of Fanta Fun Taste Inner Shipper

=
Inner Shipper 12 sachet

=12 inner shipper of = 144 sachet

1 Case of Fanta Fun Taste 12 sachet each

N.C. Activation
Grocery Outlets

Before After

Before After
109 | P a g e
 Before After

Convenience Centre

Before After
110 | P a g e
 Medical Stores

Before After

Before After

111 | P a g e
 Shop Front Gate

Sales Promotion Activity

112 | P a g e
113 | P a g e
 Helpline Number

Questionnaire
Name of outlet:
Name of owner:
VPO class:
1. Please Name some of the products of Coca Cola Company.

2. Which product of Coca Cola is having higher sales at your outlet??

114 | P a g e
 Thums up

Coke

Fanta

Limca

Sprite

Maaza

3. Does the preseller come to your outlet & clean company’s cooler & arrange the
product properly?

Yes

No

4. Do you think that arranging the product as per RED, is useful for your sale?

Yes
No
5. Do you believe that posters, banners, fledges & other promotional equipment affect
your sale?

Yes

No

Why?

6. Have you ever been informed by preseller about RED (Right Execution Daily)norms
for arrangements of products purity & availability of each SKU’s?

Yes

No

115 | P a g e
7. What do u think consumers give weightage to brand or not?

Yes

No

8. Will you prefer Fanta fun taste powder as a RTD(Ready to drink)& recommend to
other people?

Definitely prefer
Prefer
Neutral
Not prefer
Definitely not prefer
9. Can you recall the current song of Fanta advt.? If yes then complete the below
sentence.

Nazarfiki

10. Are you satisfied with presell integration model in coca cola?

Yes

No

If No, then ans. The below question,

11. What problems do you face?

Stock problems
Billing problems
Wastage of time
Problems in returning empties
Other

116 | P a g e
12. Give points from 1 to 12 to the brands mentioned below, according to your liking.
(1 is most liked & 12 is unlike)

13. You prefer the products of coca cola because of,

Its brand name

Tv commercials
Taste
Brand ambassador
Advertisement
Recommendation
Other (plzspecify)

14. Do you get proper service for maintenance of coolers?

Yes

No

15. There are no products in Non alcoholic beverage section that can be compared with
thums up.

117 | P a g e
 Strongly agree Agree Neutral Disagree Strongly disagree

16. Any suggestion for coca cola.

Thank you

118 | P a g e