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RESEARCH REPORT ON
“MARKET SURVEY OF COCA-COLA & A COMPARISON BETWEEN MOUNTAIN DEW AND SPRITE”

In the partial fulfillment of

MASTER OF BUSINESS ADMINISTRATION (MBA-4th SEM)

(2008-2010)

D.J.COLLEGE OF ENGINEERING & TECHNOLOGY
Niwari road , Modinagar

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DECLARATION

I, Ashwini Kumar Singh, Satya Prakash tiwari, Sujit Kumar Gupta, Naveen Kumar students of MBA (IV Sem), hereby declare that the project entitled “MARKET SURVEY OF COCA-COLA & A COMPARISON BETWEEN MOUNTAIN DEW AND SPRITE” submitted for the requirement of degree of Master of Business Administration is an authentic work. To the best of my knowledge, this content of this research report does not form a basis for the award of any previous degree to anyone else.

Ashwini kr. Singh Satya Prakash tiwari Sujit Kr. Gupta Naveen Kumar MBA (IV Sem)

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ACKNOWLEDGEMENT
Any accomplishment require the effort of many people and this work is no different with due respect I express my indebtedness to the management of COCA COLA INDIA HOLDING PVT. LTD. It has been a Thrilling experience in preparing this project, my first assignment, but this report will never have seen the light of day without the support of numerous people who rightly Guided are in my endeavor. I am highly obliged to my project guide Mr. Anjan Kumar who rendered invariable suggestions on the subject. His continued guidance and timely support was instrumental in accomplishing this task. At last but not least, I would like to thank my parents and friends, who encouraged me a lot and without their assistance and affection this project would not have been completed..

Ashwini kr. Singh (Roll No.-0822670008) Satya Prakash tiwari (Roll No.-0822670034) Sujit Kr. Gupta (Roll No.-0822670039) Naveen Kumar (Roll No.-0822670019) MBA (IV Sem)

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INDEX S.No 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 LIST OF CONTENTS ACKNOWLEDGEMENT PREFACE EXECUTIVE SUMMARY INTRODUCTION OBJECTIVE SOFT DRINK: AN INTRODUCTION SOFT DRINK MARKET IN INDIA HISTORY OF COCA-COLA COCA-COLA IN INDIA PRODUCTION PROCESS QUALITY CURRENT STATUS OF COCA-COLA VIA-A-VIS ITS BOTTLERS. 4P’S POLICIES OF THE COCA-COLA PRODUCTS PACKAGING PRODUCT PROFILE CATOGERIZATION OF INDIAN SOFT DRINKS ADVERTISEMENTS AND PUNCH LINE OF COCA-COLA MARKETING STRATEGIES RESEARCH METHODOLOGY FINDING AND ANALYSIS LIMITATIONS SWOT ANALYSIS CONCLUSIONS RECOMMENDATIONS BIBLIOGRAPHY ANNEXURE 5 .

5 liter). “There is a real buzz around coca-cola world wide. price. 6 . set foot in India with a turnover of $ 16 billion. Coco cola is all set to pump $ 800 to further strengthen its position as market leader in massive India soft drink market.000liter. promotion and packaging. Their total investment in India was Rs.yellow) various sizes(300ml.) The process of innovation becomes very expensive due to different liking. 250 core. offers a golden opportunity to a Hobble player to tetchy the vast existing potential market so as to exploit if being handed with great care.PREFACE All around the world soft drink have been unanimously accepted as a thirst quencher India a late entrant to the track had grown to a market of Rs 2. Indian population.As a result of rich today soft drink are available in various colors like (white . mange etc.” Coke. so I consider my self lucky that aim in India.orange. fountain caps various flavor (orange. So every organization before even a small change prefers to study thoroughly its acceptance level by a people of specific location or all over. This amount would be invested over a period of 6-7 years. which is rainbow of various cultures in a varying climate. cola . continues the process of innovations had revolution CSD market .lemon. 1. 1.various package (like glass. brown . To grab the CSD’s market share all the companies are doing continues innovation on every front of marketing mix ranging from product place.000 cores by value in every short span. packed bottle. 500ml.

Coke commands approximately 62 franchise’s massing more than rupees 150 cores of investment in India. The company broadened its horizons when Robert Woodruff acquired the company for $25 million in 1919. Can Erickson and creative artist agency. he began by upgrading bottling operations.Coca cola first bottling plant was opened in Chattanooga. brought in innovations like a six bottle carry home carton and then upped advertising support Coca cola’s thousand cases accompanied us Olympic team in 1928. 7 . How high this target is can be gauged from the fact that his is the figure that the entire industry is expected to achieve by the year 2005. that secret position its bottles around the world. orange flavored drink.Coke is mainly a franchisee driven operation with Co. Ad account between Mr. The company brought minute maid corp.Which in 1967 was combined with demeans foods to pave the way for coca for cola foods in 1961 sprite a lemon or lime drink was launched in the US in 1975 Georgia canned coffee in Japan and 1982 cherry coke new cherry flavored cola was launched .By the 1950 colas was daily consumption item in 1960’s company introduced fanta. . 700 cr. Coca-cola was invented by pharmacist john stitch Palmerton’s in 1886 AD frank M Robinsons it coca-cola .In 1991 coke split up its $ 200 million Rs. supplying its soft drinks concentration. Cole is thinking big and wants to be selling 1 billion cases (1 case=24 bottles) in 10 years.

Survey of retailers and consumers was done and stratified sampling and convenience sampling was adopted. Which it entered via joint venture with nestle (brand Nestea) another was for sport Drink it launched power add to attacks Gatorade from Quarter Oats. The US accounts 30% of the companies business with more than 194 other countries making up the bilk coca-cola foods is chiefly into juices under the label minute maid and HI-C . The company has tried its hand at root bear with rambling and Barq’s.In 1991 the company invaded new markets. and to understand.Making a successful $ 3. The project was pre launch market exercise for fountain coke to take advantages of opportunities present in the market and to minimize threats. monitor and adopts to the changing environment to take an edge over other competitor’s Agra sales and marketing services(p) Ltd had chosen Agra for this project for the market analysis. One was ready to drink iced tea. it has just entered non-carbonated tropical fruit teas with Fruitopia. In 1993 re-entered India after 17 years by striking $ 40 million deal with parley. 8 . Today worldwide webs of local bottles supplying coke over two millionretail outlets constitute the company’s backbone.5 liters). Coke the market leader in India soft drink market is facing the Pepsi’s challenge through innovations in the market place so in the wake of market station coke is in the process of launching fountain coke.6 liters a year comparison with US 83.6 million bit for being the official drink for the wills cup cricket. Exports and its aiming to raise the country’s pathetically low per capita consumption ( 0.

Kanpur and Delhi . Chaitra Leo Burnett handles the Coke’s account. Cann Erickson and creative artist agency (CAA) presently howler. entered India in the early 1950’s as the Coca-Cola India (CCI) . Calcutta. Donald W. [ Indian scenario : Managing the Ad account earlier with a very creative desire tingle . 9 .] COCA-COLA INDIA (CCI) Coca-cola Co. coca-cola went for more for creative advertisement and split the $ 200 million Ad account between Mr.By the of end 1971 Coca-Cola had captured 45% of the market share in India but following certain disputes over the shareholdings structure and import permits as per the FFRA regulations the company was required to close operations in India business 5th May.It had set up four bottling plants at Bombay. Mc cann Erickson managed to bring out the Coca-cola Ad watchers with an Ann us Indies” description for the year 1988 –the year that the Atlanta brand started moving on the thesis that In the once thunderstruck and then choice arm’s reach.ADVERTISMENT AGENCY In the year 1991. Or getting walls to look red but also getting the brand’s message right through the cortex onto the mind the young India mind. 1978 yet strangely the company’s operations came to an end in July 77 the company reentered India in 1993 after the liberalization turn with Mr.short.

• We will respect all the stakeholders. • We will strive for excellence and seek continue improvement in everything we do. • We will foster infinitive and creativity by empowering individuals to attain well define objectives. 10 . including employees and suppliers and install them with a passion to deliver the highest quality good and services. • We will recognize the positive contributions that we makes individual and team member to produce our business success. • We will encourage a learning environment where the people can constantly grow develop and contribute.GUIDING PRINCIPLES OF COCA-COLA INDIA • We will conduct ourselves and business activates with the highest standard of honestly integrity. and professionalism.

INTRODUCTION
The history of soft drinks began with the end of the last century. Its history dates back to civil war in use in 1860. At that time people were suffering from many diseased. Problem at that time was to cure all these diseased since no remedy was present at that time. It was a big question for American people. So in 1885 Mr. Jinn Palmerton, who lived in Antonia, made a drink and registered, is as FRENCH WINE COLA. In the beginning the drink was made with mixture of cocaine and alcohol but later on it was converted and changed into a soft drink. Now it is named as Pepsi-cola and coca-cola.

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OBJECTIVE OF STUDY

Every work or study has certain objective, objective provides inside to be more familiar to the project. It is trait of the human blood that in the absence of well defined objective. No works can bring out tangible results. In research study or project work objective may be more than one. The main objective of this project “a market share & current status of coca cola in North Delhi ” the objective can be divided:1)

To find which brand of coke is more popular at consumer level.

1) To find out which quantity is more preferred at consumer level.
2) To find out the impact of advertisement for brand preference.

3) To find out the impact of scheme (i.e. under the crown) launched by the company from time to time. 4) To find the average consumption of cold drinks in consumer level. 5) To find out the reason of buying brand at the consumer level.

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EXECUTIVE SUMMARY
A Comparative study of two popular brands Pepsi & coke was done for that purpose a survey was brand preference, packaging & quality, affect of ad and mountain dew VS sprite (a comparison) in north Delhi market. The different parameters were:(1) (2) (3) (4) (5) (6) Brand preferences Preference of packaging Scheme and facilities available Create Consumption Preference of quality Methodology

After taking Para meter into account , it is important to make an exploratory study of the project and for that an enthusiastic survey was of retailers was done. DATA COLLECTION First questionnaire was prepared to conduct a survey to consumer. The questionnaire was prepared in a systematic manner consisting of closed as well as open-ended questions.

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Jinn Palmerton. 2.dew and sprite in north deli.FINDING After conducting a survey it was found that the as far as it part is concern coke is leading over Pepsi. Thumps Up was found to have more consumer than the Pepsi & Coke. The area covered shows following indications for it. More schemes are offered by coke as compared with Pepsi. In the beginning the drink was made with mixture of cocaine and alcohol but later on it was converted and changed into a soft drink. Its history dates back to the civil war in USE in 1860. 1. made a drink and registered is as FRENCH WINE COLA. 3. who lived in Antonia . Mountain dew Sprite 60% 40% The History of soft drinks began with the end of the last century.A new brand named Pepsi Cola came in the year 1887. Now it is named as cocacola .So in 1885 Mr. It was a big question for American people . 14 .At that time people were suffering from many diseased. Problem at that time was to cure all these diseased since no remedy was present at that time. The percentage of M.

INDUSTRY STRUCTURE:- There are three major participants in the production –carbonated soft drink. The remaining volume is sold through Franchise bottles line of soft drinks in a define territory. 15 . Soft Drink is typically sold in glass bottles and in plastic and cans except for fountain service. In fountain service syrup is sold to a retail outlet. The principle retail channel for channels for carbonate for carbonate soft drink are supermarkets. They are concerted producers for examples roughly one. which mixes the syrup with carbonated water for immediate sales.half if Pepsi – cola’s sale are through Company owned bottles. fountain service. sending machines. And mot allowed to market to market a directly competitive major brand. convenience store. and thousand of small outlets.

which introduced the soft drink named campa-cola along with orange and lemon flavors. But in the year 1988 Pepsi was given permission to sell its soft drinks in the Indian market by the government of India . rush and sprit.Coca-cola also co history of soft drink come back 1993. Ltd was the first Indian company to introduce a lemon soft drink.There was another company named pure drinks. However. A soft drink named double-7 had been introduced by a company modern baker.parley exports Pvt. This soft drink was named as gold spot.INDIAN HISTORY OF SOFT DRINK Around 1984 the first branded soft drink came in the Indian market. McDowell came with thrill. 16 . This drink was introduced with a mighty “happy days are here again”. Before Coca-Cola entered the country to dominant the scene in 1950’s . Previously there was no competition in the Indian soft drink market but with all these companies coming in the Indian market a huge competition was a place with high voltage advertisement. which had a burnt sugar color. which was withdrawn in face of tough competition from coca-cola. at this time a new soft drink was introduced by parley product and this was named thrums up. Another company. In the year 1977 coca-cola left Indian market and this brought in an opportunity for various Indian companies to show their caliber. This was Coca-cola drink. As if happy days went away with coca-cola . Mohan meckins also came with a softy drink named marry & puck up. before this they had introduced cola piping. Just after this many more companies entered the Indian soft drink market. this drink was known as Limca and it was introduce in 1970’s.

reduce price to induce trials and liter increase prices once consumer trials have begun. 17 .S. its only business deep blue Pepsi’s is broad based food and Beverages Company. World wide.D market has enormous growth potential because of its population and changing economic the Indian market in 1989 while Coke launched products in 1993.D market is estimated at Rs. Indian C. driving more than 60% of its sales. And opening profits from its snakes and restaurants business.S. Which includes Lime. Pepsi has taken the capital incentive root of owing and running its own bottling factories (Company operated bottling operation or COBO) along side those of its franchisee. virtually a luxury. Beverage business is bright red Coke’s life.3000 cores approx by value 65% of this purely cola market while the drinks account for the remaining part. orange and soda India swigging a carbonated beverage is still considered a treat.INDIAN COLA SCENARIO The Indian C. Coke is mainly a franchisee driven operation with the company supplying its soft drink concentric (that secret potion) to its bottlers around the world (Franchisee operated\owned bottling operation or FOBO). Both Coca-cola India and Pepsi foods have hit upon same strategy create awareness by increasing noise label.

Pepsi has single mindedly focused on brand Pepsi and has become virtually a one brand company. Coke is having a multigrain strategy and is looking for a great volume opportunity in India.Coca-cola was born eleven years before pepsi in (1887) and a century later still maintains that pioneering lead. Coke is spending heavily on advertisement. sharing the honors with china and Russia. Coke is about to invest Rs 2400 cores for setting up to new subsidiaries in India. In India Pepsi co has pumped in Rs 300 core and would be investing the similar amount of money in near future. In 1994 Pepsi bought over Duke in Bombay. And it sales generating assets and singe and amazing to create brand loyal retailers providing best facilities to them. With its classic coke speak” Focus. Which was bought over lock. 18 . PEPSI: India figures amongst the top three focus countries on Pepsi’s horizons. COBI account is half of Pepsi total soft drinks sales. COKE:Coke re entered India after 7 years in 1993 striking a $ 40 million (Rs 140 cores) deal with parley it got an instant access to the India soft drink market. stock and brands for 45 cores. cocas and steamroll ahead” Coke is presently No 1 in India carbonated drinks market.

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All of these companies have seen an enormous potential in this country . Cadbury.000 soft drinks retailers in India and their numbers are increasing day by day.Three major multinational companies are fighting to grab a major chunk of business from Indian markets. 80. 20 . These three major multinational companies are fighting to grab a major chunk of business from Indian markets. 4.600. These three coca-cola. being a new entrant is for behind. Delhi jar instance. The main reason for such a high growth rate heightened competition between Coca-cola and Pepsi.SOFT DRINK MARKET INDIAN SCENARIO Indian soft drink industry is witnessing a boom time. This actually means that there is just one soft drink retailer on a population of 37.e. India us actually more vivid in taste and preference than any other country market. Pepsi.000 outlets on population of 60 million. volume could reach billion crates with 10 years . Its growth rate is around 20% with such a high growth rate.Consequently. accounts for about 20% of total soft consumption in terms of sales. Soft drinks industries has already seen and estimated sale of around 240 million crates higher than last year’s sale of 204 million in 1998. Therefore these soft drinks grants feel that fire capita consumption can only grow up. 00. Where as Philippines has one soft drink retail counter over a population of 150 people i. which is far below the international standard. by world standard India per capita consumption of soft drinks is still very low. Cadbury. There are about 4.

The name "Coca-Cola" was suggested by Dr. Pemberton. John S.A (BRIEF) HISTORY OF COCA-COLA Coca-Cola was invented in May. Today the white on red flow of coca-cola is familiar sights in more than 195 countries . Frank Robinson. Georgia by Dr. Coca-Cola was first sold at a soda fountain in Jacob's Pharmacy in Atlanta by Willis Venable. The Coca-Cola Company has nearly 400 beverages in its portfolio. Coca-Cola was registered as a trademark in 1887 and by 1895 Coca-Cola was being sold in every state and territory in the United States. Since the year's expenses were just over $70. Coca-Cola is the most popular and biggest-selling soft drink in history. The company Estimates that the drink is served 685 times a day. Coca-Cola products are consumed at the rate of more than 834 million Drinks per day. 1886. by Dr. Pemberton's Bookkeeper.The syrup combines that have capture a 46 percent slice of global soft drink market. Coca-Cola in virtually every part of the world. During its first year. John S. He penned the name Coca-Cola in the flowing Script that is famous today. the company began franchised bottling operations in the United States. In 1899.adding up to total sales for that year of $50. if all the coke ever produced were filled in standard bottles and placed and to and it would warp around the equator 21. Dr. Created in Atlanta. as well as the best-known product in the world. sales of Coca-Cola averaged six drinks a day -. Georgia.161 times. Pemberton took a loss Today. Pemberton in Atlanta. 21 . Coca-Cola was first offered as a fountain beverage by mixing Coca-Cola syrup with carbonated water.

Through a shop called Jacob’s pharmacy. followed by another in Atlanta in 1900. The story of the ecstasy and agony the drink has caused to those dedicated to its growth. pale green contour bottle designed by the root glass Co. Tennessee. and it had its big competitor . 22 . Over the next two decades.pepsi cols coca cola’s first bottling plant in Chattanooga. Atlanta druggist. of Terre Haute.000 coca cola was registered as the US patent office in 1839 and began selling at soda fountains for five scents a glass as sort of their peptic Refreshment in 1894 it got into bottles . the drink was being bottle on a regular basis under a region wise franchise system.300 in 1891. The initial stock $ 100. the company adopted a six and half –ounce. Candler brought Coca-Cola was for $2.pemberton was first.The year after along with your companions he formed the Coca-Cola Co.courtesy a candy merchant from Mississippi . Indiana today.five years later.The unique taste of coca-cola was astounding success. it’s an intrinsic part of the brand.The story of coca-cola is the story of a drink and its charm with the consumer. he managed to sell and average nine drinks per day to begin with volumes as sales grew G Candler were second.

As the time went by the company brought out some new aerated drink. appeared on shelves in 1960 . turned out an orange flavored drink instead.It was under woodruff that the brand. Its on growth welcomed it. bought in innovations like a six-bottle carry home carton. known affectionately as coke by now. which persuaded coca-cola to bring out the drink in bottles of big size.COMPANY PROFILE The company broadened its horizons when Robert woodruff. Since then. While Fanta was being rolled out. Several beverage followed the most notable being sprite a lemon lime developed in the late 1951’s and formally launched in the US in 1961 . and upped advertising support . As the US forces proceeded to liberate continental Europe from Nazi menace. The son of a banker who had acquired the company for $ 25 million in 1919. By the Second World War the company ensured that every American soldier had access to five-cone Coca-Cola bottle. The first one. associates itself with the sports. The company’s Germans arms.TAB a 23 . coke seems to have accompanied America to the top of the world’s economic and political order. By the 1950’s colas was a daily consumption item. Woodruff initiated the company’s commitment 5 the organized global expansion building 64 overseas-bottling plants during the war. coca Cola entrenched it self both at Horne and overseas as a symbol of American success.He began by upgrading bottling operations. the company bought there way for Coca-cola food. Fanta.Its birth was an accident. in an attempt to produce Coca-Cola with out some key ingredients. A thousand cases of Coca-Cola accompanied the US Olympic team to the 1928 summer Olympic in Amsterdam. stored in household’s fridges. Assumed charge in 1923 .

Yet In the US the company kept losing ground to Pepsi. low calorie citrus drink in 1966 . it pioneered a new cheery – flavored colon cherry coke this year is netter remembered for new coke. a launched was aimed at tackling its archival. the company launched Georgia canned coffee in Japan. CocaCola invited over 1. Classic coke had been recalled. The company did not realize that coke’s value had transcended the physical attribute of taste. The brand through of tampering with coke hurt 24 . Considering that coke had grater brand equity. In 1975 .By the decade and coca-cola drinks were selling in aluminum cans too. it dabbled in the wins market between 1977 and 1983 only non-cola products headed for the big time. it seemed fair to assume that reformulated. In 1985. Coke’s marketing team was convinced that pepsi charm with them out lay in its sweeter taste. How are when placed on shelves.The new one got an overwhelming response.one calorie cola 1963and frescos . Back in the US. it came out with caffeine free versions of its main drinks. New coke (or Coke II) has been recorded as marketing blunder of epic proportions. The idea was to retain the loyalty of the health conscious drinker who loved the taste but hated the calories. sweeter cola would smash Pepsi challenge. it did not budget. In 1982 the company launched what is now considered among the world’s successful brand extensions – Diet Coke. On wide spread protest.9 lacks statistically selected Americans for blind taste to make a comparative analysis of the new formula Visa the original . With out a second through the company replaced coke with new coke. After this.

the company has fight a host of private label drinks across the US the rise of which leads many to believe that the days of the great Brand are numbered. and creative Artist Agency (CAA).4 percent in 1991. where it launched power . So coke split up its $ 200 million (Rs 700 cores) as accounts between Mc cann Erickson. a Coke-dispersive matching launched in 1988 that was supposed to offer the drink at a lower per sup cost. The share of cola in the US soft drink market had fallen from peak of 633. Hollywood setup.6 percent in 1984 to 60. In 1991 Coke decided to get more creative advertising. But the company miscalculated the cost of machine and Break Mate flopped. which had been on it’s since 1955. The good news that the massive show of support for coke helped the brand reverse its market share loosed to Pepsi—a reasons why some observes say that entire thing was actually just a poly to whip up a real thing mania.where it launched Power ad to attack Gatorades. While Mc can’s campaigns concentrated on other the freshness or originality of the drink. Part of the objective was to over turn the common belief that pepsi was more imaginative in its approach to the consumer. To safeguard it self the company invaded several new markets. But Coca-Cola was getting jittery about the future. from Quarter Oats.the consumer’s feelings. 25 . Coke disputes such thinking saying that faceless entities. it came up with a coke living polar bear. In recant years. A truly domed experiment was Break Mate. how are cheap or taste cannot match the more than 194 other countries making up the bulk. One was the market ready to drink iced tea. CAA’s were of beat instead of regular sultry images. which it entered via a joint venture with Nestle (brand Nestea)in 1992 another was that for sport drinks.

the real thing coke sold over billion liters. but coke.no 2 root beer. the two non cola drinks.The company has about hundred in its portfolio. while sprite is aimed at the independent youngest who doesn’t care what other drink (the ad line. In 1923. In 1994 Fanta and sprite. In 1994.5 liters. along with Coca Cola light. Obey your thirst) Fanta has adopted characters. Diet Coke. Shareholders are pleased with Coca-cola progress in the past decade during which value of its entire tradable share grew than seven times. Fantail and sprite account for almost all its sales. in comparison with the US 83. sold over 6. Which vary from region to region-to play on the fun theme? Coca-cola foods is chiefly into juices under the Minute Maid and HI-C . Coke has struck a strange sic alliance with Thumps Up marketer parley Exports abed is aiming to raise the country’s pathetically low per capita consumption (0. four year after Pepsi made a début. 26 . For the taste of it.The company had tied its hand at root beer with rambling . which makes it the world’s third largest selling drink after regular Coke and pepsi.It has just entered as emerging category of non-carbonated tropical fruit teas with Fruitopia .It was a disaster.5 billion liters each. .5 liters).6 liters a year. Cola-cola re entered India after a year exile. sold 8. Barq’s. Last year Coca-cola brought America S.

” MISSION OF THE COCA-COLA COMPANY “The mission of the Coca-Cola Company is to increase the shareowner’s value over time. India society in the form of a contribution to economic and social Consumers as a superior beverage experience Consumers as an opportunity to grow profits through the use of finished Bottlers as an opportunity to make reasonable to grow profits and volume drinks. and in a highly profitable Coca-cola corporate branded beverage system. thus increasing brand equity on a globe basis”. products. 27 . o o TCCC as trademark enhancement and positive economic value added.o o o .VISION OF COCA-COLA “Provide exceptional strategic leadership in the Coca-Cola India System resulting in consumer and customer preference and loyalty through CocaCola’s commitment to them. development. Mission of the Coca-cola India Create consumer products. The company accomplishes the mission by customers through a worldwide system of superior brands and services. services and communications customer’s service and bottling system strategy process and tools in tools in order to create competitive advantage and deliver superior value to .

As such Coca-Cola is one of the country’s top international investors.COCA-COLA IN INDIA After a 16-year absence. open-bay three-wheelers that can navigate the narrow alleyways of Indian cities. the Coca-Cola system has invested more than US$1 billion in India. Coca-Cola India pledged to invest a further US$100 million in its operations. In 2003. we indirectly create employment for more than 125. wastewater treatment plants.000 local people in India. 28 . Coca-Cola business system directly employs approximately 6. including new production facilities. The Company's presence in India was cemented in November that year in a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network. Coca-Cola returned to India in 1993. During the past decade. distribution systems and marketing equipment. which includes 10-tonne trucks. supply and distribution system Virtually all the goods and services required to produce and market Coca-Cola locally are made in India.000 people in related industries through our vast procurement. The Coca-Cola system in India comprises 27 wholly-owned company-owned bottling operations and another 17 franchisee-owned bottling operations A network of 29 contract-packers also manufactures a range of products for the Company The complexity of the Indian market is reflected in the distribution fleet. and trademarked tricycles and pushcarts. Coca-Cola India has made significant investments to build and continually improve its business in India. In India.

In India. the Coca-Cola business also generates a significant employment “multiplier effect”. we indirectly create employment for more than 125. several independent studies have documented that. 29 .000 people in related industries through our vast procurement.000 local people in India. In addition. supply and distribution system.The Coca-Cola business system directly employs approximately 10. by providing opportunities for local enterprises.

[As estimated: The drink is served 685 million times a day.BIRTH OF A REGERESHING IDEA : COCA-COLA John Smyth permberton a pharmacist had discover the Coca-Cola flavor in the year 1886. THE TERM:COCA-COLA FRANK m Robinson contributing to the history value of Palmerton section named the Carmel colored syrup as Coca-Cola penning down those letters in a style that was to become the highest valued trademark on earth.] 30 .161 times. “Caramel” colored syrup –the ingredient of the world’s favorite drink. The red on white flow is thus a familiar sight in more than 195 countries further Robert Woodruff coined the term Coke. it would warp around the Equator 21. If all the Coke ever produces were filled in standard bottles and placed and to.

1900 Coca-cola bottling plant camp up in Chattanooga Tennessee and Atlanta. 1919 Robert Woodruff acquired it.LANDMARKS ACHIEVED 1891 Atlanta druggist Mr.S. 1899 Bottled and sold by Mississippi merchants. 1961 Lemon drink sprite was launched in U. ASAG CANDLER acquires ownership of coca-cola for $ 2300. 1982 Coca-Cola Co. 1893-94 Coca-cola registered at the US patent office.A 1963 A-one calorie cola drink TAB was launched. 1960 A new aerated drink Fanta appeared on the shelves of market. 1920 There came into existence around 1000 bottling plant. 1966 A low calorie Citrus drink was launched. 1985 Launched with a new formula to coke preparation having sweeter taste. launched Diet Coke for health conscious drink. 31 .

1993 On October Coca-Cola was returned in India with first bottling operation located in Hathras near Agra. Coca-Cola ranked #1 in BusinessWeek/Interbrand’s annual ranking of the world’s strongest brands. For the fifth year in a row. 2003) For the fifth year in a row.5 billion its each.1991 Coca-cola went for more creative advertisement 80 coke spitted up its 200 million $ Rs 700 between Mecann Enckson & Creative Artist Agency. Coca-Cola achieved platinum status in Reader's Digest Super Brands Survey of Asia's favorite soft drinks.” For fifth consecutive year. Coca-Cola voted a "Super brand" in the soft drink category (2003 Thai and Asian Readers' Digest consumer survey) Coca-Cola world's most valuable brand (Interbrand 2002) Coca-Cola ranked as the strongest. 1994 The real Thing Coke sold over 52 billion its Fanta & sprite would top two non-cola drinks sold over 6.S.(2002) Coca-Cola received Brand marketing magazine's 2001 Hall of Fame Award Coca-Cola named favorite soft drink in Asia (2001 Super Brands survey) 32 . 1992 Coke went into a joint venture with Nestle. For fourth consecutive year. “100 Best Global Brands. best-known brand in the U. Coca-Cola named Most Valuable Global Brand (Interbrand.

Georgia Minority Supplier Development Council (2003) America's Top Organization for Multicultural Business Opportunities. District Two . Asian American Chamber of Commerce (2003) 33 .American Advertising Federation (2003/2004) Top 50 Companies for Diversity. (2003/2004) Top 25 Corporations Doing Business with Women Business Entrepreneurs. Fortune (2004) Corporation of the Year Award. (2004) The 2004 Diversity Achievement Corporate Award.com (2003) Diversity Award. Asian Pacific American Heritage Month Celebration Committee (2003) Corporate Member of the Year. Diversity Inc. DIV 2000. Houston Minority Business Development Council (2003) The Crystal Award. Native American Chamber of Commerce (2003) Corporate Commitment Award.DIVERSITY 50 Best Companies for Minorities. Women's Business Enterprise Alliance (2003) Corporate Commitment to Minority Business Entrepreneurs Award. Georgia Minority Supplier Development Council (2004) Top 50 Companies for Minorities. Diversity Inc. Houston Minority Business Council (2003) Corporate Commitment Award.

A+ Award for Tutor Program. Asian Business Magazine (2000) Read more about our commitment to diversity Some major awards: Coca-Cola India received Gold Award at Promotion Marketing Awards of Asia (PMAA) for "best use of interactive media" with www. Fortune Magazine (2002) 50 Best Companies for Minorities. Div2000 (2001) Asia's Most Admired Companies.myenjoyzone. Fortune Magazine (2001) Top-50 American Company for Multicultural Business Opportunities. Latina Style Magazine (2002) (2001) Top-50 American Company for Multicultural Business Opportunities. Atlanta Partners for Education (2002) Top 50 Diversity Employers. Asian Business Magazine (2000) 50 Best Companies for Minorities. The Black Collegian (2002) 50 Best Companies for Minorities.com Coca-Cola Great Britain's "Just For The Taste Of It" Diet Coke promotion voted most catchy advertising jingle of all time (The Guardian) Coca-Cola light print advertising campaign in Italy received Top Brand Advertising 2003 Award (Daily Media and Media forum) Fanta received a Television Commercial Gold Medal for the third consecutive year at 43rd All Japan Radio & Television Commercial Confederation Festival 34 . Div2000 (2001) Asia's Most Admired Companies. Fortune Magazine (2002) 50 Best Companies for Latinas to Work in the United States.

2002) Coca-Cola India recognized by Rajiv Gandhi Foundation (RGF) for participation in motorized three-wheeler scheme for the disabled Hindustan Coca-Cola Beverages in India honored as "best private company" in the state by Government of Tamil Nadu for providing employment opportunities to physically challenged people Hindustan Coca-Cola Beverages Dasna plant in India received Golden Peacock Environment Management Award 2004 The Coca-Cola Company ranked most respected food/beverage company of 2003 (Financial Times) 35 .Coca-Cola Light Lemon received Press Campaign of the Year Award at Singapore Advertising Hall of Fame Awards 2003 Coca-Cola India won two Gold Lions at the Cannes Lions International Advertising Festival for Thanda Matlab Coca-Cola cross-media campaign Coca-Cola Spain named 2002 Advertiser of the Year by the Spanish Association of Advertising Agencies (AEAP) Coca-Cola India awarded "The Advertiser of the Year" and "Campaign of the Year" for "Thanda Matlab Coca-Cola" campaign (Advertising Agencies Association of India) Gold Trophy in the Beverage Category for the Fanta "Flying Can" television commercial (Ninth China Advertising Festival.

by the World Council for Corporate Governance (India. India Number Six ranking in Far Eastern Economic Review's 2001 list of Asia's leading companies. 2003) International Standardization Organization (ISO) 14001 certificate to Coca-Cola Bottling Indonesia for environmental protection programs at its plants Coca-Cola India received a water conservation and pollution control award from Andhra Pradesh Government on World Environment Day (June 2003) Golden Peacock Award for Global Excellence in Corporate Governance. near Hyderabad.The Coca-Cola Company named "Most Admired" company by South African consumers (Sunday Times survey) Coca-Cola Amatil received AA rating in social responsibility (RepuTex index. 36 . 2002) Golden Peacock Award from the World Environment Foundation for effective environmental management at the Hindustan Coca-Cola plant at Ameenpur Village.

The process of reverse osmosis does the conversion of hard water of soft water. Which becomes ready to be mixed . Feed conveyer to the bottle washing machine transports the dirty bottles where the bottles are primarily washed as 50 degree Celsius and the secondary. SYRUP PREPARATION Preparation of syrup is done in 2 stages. 1. BOTTLE WASHING At this stage the used bottles are washed and cleaned. 3. Initially the rose syrup is prepared at 80 degree Celsius and then the syrup is cooled to 25 degree Celsius. They are: 1.PRODUCTION PROCESS The production process of Coca-Cola essentially consists of four stages. Water treatment 2. Filling and capping The first three above –mentioned stages are decoupled from one through inventory and they processed alone three independent parallel lines. The stages can be seen as an assembly stage. Syrup preparation 3. Bottle washing 4. WATER TEATMENT At this stage hard water is dematerialized to soft water for the soft drink base. 37 . 2.The mixing of the ready syrup is done in the mixing unit.

FILLING AMD CAPPING As mentioned earlier. 4. which are then capped and Transported to the final inspection section . 38 .Washing is done at 75 degree Celsius.From there the bottles are transported to the Go down. this can be seen as an assembly stage. The washed bottles are then inspected in the inspection unit for disparity with quality standards. The premixed syrup is carbonated and filled in the processed bottles.

Mumbai and Attended by over 150 delegates from bottling operation of the Coca-cola system in India. 39 . we use our specialized quality management system. to ensure that we are offering consumers only the highest quality products. Peter Adam Director Technical.Is the symbol of quality around the world? .QUALITY COCA-COLA considers the consistent high quality of our beverages to be one of our business’ primary assets. as in each country where we produce our beverages. The speaker put fourth the three quality principal of QA 2000. In India. to ensure that the Coca-cola company. . . Coca-Cola India. from the selection of ingredients to the production of our beverages and their delivery to the marketplace. the Coca-Cola system adheres not only to national laws on food processing and labeling.Operated as a responsible corporate citizen. We monitor our success through our customer and consumer feedback and our in-trade monitoring programmes. unveiled the all new equation “Q=”SMC “The explanation is: Quality= Satisfy more customer and sell more coca-cola sell more products.Delivers continued customer and consumer satisfaction. The Coca-Cola Quality System. and this information enables us to continuously improve our already demanding systems 28TH January 1997 saw the launch of QA 2000 in India as novel and interesting conference at Leela Kempenski. In everything we do. but also to our own strict standards for exceptional quality.

This only reaffirms the coke’s concern for consumer health.Bottling . In recent years seeing that 80% of all soft drinks are consumed on premises that Is on point of purchase rather that at home Pepsi invested Rs 60 cores in installing 4000 fountain contraption at retail stores countrywide. has gone slow on fountain (a deliberate strategy. while making a decision on whether or not but coke product get influence by the product and the company image.Packing . 40 . CONSUMER HEALTH AND SAFTY IN MINDS:Coca-Cola India is committed to public health and safety. Quality framework QA2000 incorporates the principles to operate as a responsible corporate citizen of which public health is an integral part. Besides the product many other thing s projects the image like..Vehicles - Outdoor advertisement Rout sales persons Merchandise activities People at desk The above point should be understood very well in how they help in projection of image and should be improved continuously. Product quality of course is the most important factor in the decision process. says its exclusives). because there is quality issued that first has to be addressed regarding the water used on site. Coke in comparison.How can improvement of qualities concentrate on target the consumer’s preference? The consumer.

41 . Alex Von Behr in his maiden interview to the rests after taking over charge told that man who considers “ Business strategy “ and “ managing people through delegation and improvement”. Singapore.CEO of Coca-cola India. Mr. consolidated bottlers around the world. Coca-Cola Enterprises USA had Coca-Cola Amatol Ltd.CURRENT STATUS OF COCA COLA VIS-À-VIS ITS BOTTLERS Coca-Cola India will but out bottlers who do not want to be part of the bottle joint venture . Coke own equity strakes in them and allows these bottlers to expand gradually. Hong Kong. Fraser neaale (P & N). • REAL THING REAL FORMULA • ANCHOR BOTTLERS CONCEPT Coca-cola has eight large. Australia is among them. swire Pacific Group.

a Hong Kong based non-resident Chinese who controls the kery group. Which has 8. brought in. INDIA : Coca-cola plants to bring its anchor fresher and Beale. The bottlers can also join the new partnership in the following ways:Operation / Advisor roles Advisory committee membership Board membership Alternatively. 1993. the bottler has the right to remain independent. share in Coca-Cola Amtail Ltd. INDONESIA: COCA-COLA AMATIL Ltd.Robert cook. after coke dropped all but one of the countries 11 local bottlers. Coke proposed franchise refuses coke proposed to pick up a 55% stake in the bottling operations of all its franchisees in the country. Singaporeans also its Philippines based bottlers san Miguel to set up one of two coke subsidiaries with an equity base of $350 million.     42 .THE COKE MARG CHINA: 1998-Coke brought its Hong Kong bottlers. Recently took over most of coke is bottling plants. the swire pacific Group.4%.

e.whole seller. As the chart:a) RA is controlled and guided by CE.i.REPORTING SYSTEM AS per the client RA is the front line person of sales organization. b) CE report to ADC and TDM. c) ADC reports TDM on daily basis and also to unit manager on weekly basis. e) UM reports to executive director. d) TDM report to UM and also to executive director. 43 . MARKETING FLOW IN CHANNEL The company policy on marketing channel is crystal clear in strategy “to build the direct distribution system at all India level “. having agent . retailer and final customer there by maintaining intimate contact with the consumers and closer control over the condition of the product sale.

Different Channel followed A) Plant Plant Carry and Forward Agent Carry and forward Agent Dealers and Retailers Dealers and Retailers Ultimate Consumers Ultimate Consumer B) Plant (Building) Plant (Building) Distributor Distributor Retailers Retailers Consumers Consumers C) Pepsi Food Ltd Pepsi Food Limited Carry and Forward Carry and Forward Dealers and Retailers Detailersand Retailers Ultimate Consumers 44 .

2000ml. (Pet). (Pet) thumps-up 200ml. 500ml. 500ml. 500ml. PRODUCT LINE 0 1 2 3 4 5 coca-Cola 200ml. BOTTLER-------DISTRIBUTOR--------RETAILER--------CONSUMER 45 . (Pet). 300ml. 0 PLACE Pepsi has strong channel of distribution. 500ml. (Pet). (Pet) limca 200ml. (Pet) & 330ml. A few intermediaries command the distribution work. 1500ml. 2000ml. 300ml. 1500ml. 300ml. (Pet). 1000ml. (Pet). (Pet). 1500ml. 2000ml.(Cane) sprite 200ml. (Pet). 300ml. & 300ml (Tetra Pack) kinley (Mineral Water) 1000 ml. 1500ml. (Pet). 2000ml. (Pet) mazza and fanta 250ml. (Pet).4P’s POLICIES OF THE COCA-COLA PRODUCTS 0 1 2 PRODUCT There are five lines of products of soft drinks in India that is almost matched with international quality.

point of purchase.By this simple distribution. Pepsi is dining well. like for example sales promotion letters. shows. those sales activities that supplement both personal selling advertising and co-ordination them and help to make them effective such as display. and exposition and demonstrations and other non recurrent selling efforts not in ordinary route. and village areas. The company is trying to reach at every root of urban. 1 PROMOTION In a specific sense sales promotion methods. catalogue. sub-urban. display customer service programs and demonstration free samples here are some promotional program of Pepsi. Pepsi has taken variety of tools and techniques for sales promotion. 46 . The company has succeeded to some extent in reaching its target.

Selling Credit facilities Risk bearing Graphing and packing Collection of market information Helps in introduction new product Window display and advertising. 5). stantion Function of retailers 1). 2). 6). 3). 9).Meaning of retailer “Retailing includes all activities incident to selling to the ultimate consumers” American definition committee : “Retailing includes all activities directly relate to the sales of goods or services to ultimate consumer for personal non-business use. 7). 47 .” – William j. 4). etc. Buying and assembling Warehousing or storing. 8).

48 . Low unit cost 2). Dealer premia. Advertising 2). to improve the public image of them Sales promotion at dealer’s level (Retail store) 1). to attract new customers C). to introduce new products B). Store demonstrations 3). Increased speed of product acceptance 4). Effective sales support 3). Dealer contest 5). to increase current sales D).Functions of sales promotion 1). Special display and shows 4). Better control Objectives of sales promotion A).

These are followings:• One bottle free on 2 littler 1packs (9Bottles). SCHEME Pepsi offered a lot of scheme from March to June for sale s promotion of its product. Price-off offer 3). Premia a). • 100ml free on every 500ml Pet. Samples 4). Trading stamps 6). ADVERTISEMENT Advertisement as a motivator towards consumption of soft dirnks plays important role-slogans like:- 49 . Money offer 5). Different contest 7). Coupon 2). • On Slice Tetra Pack b).Sales promotion schemes at consumer’s level 1).

PEPSI:3 4 5 6 7 8 9 YEHI HAI RIGHT CHOICE BABY NOTHING OFFICIAL ABOUT IT DRINK PEPSI AND GET STUFF AAJADI DIL KI YEH. DIL MANGE MORE YEH PYAS HAI BADI ZOR KA JATKA DIRE SE CHITA VHI PITA HAI PEPSI SAFE NAHI HAI COKE:COKE ADDS LIFE. EAT MUSIC. JIYO THANDA. 50 . ALWAYS COCA-COLA. SLEEP MUSIC AND DRINK ONLY COCA-COLA JO CHAHO HO JAYE COCA-COLA ENJOY I WANT HRITIK AND I WANT COKE. THANDA MATLAB COCA-COLA. PIYO THANDA These punch lines fascinate the people to consume the soft drinks and its also differentiate the brand. IT’S THE REAL THING. COKE IS IT.

Rs. Consumer can purchase it very easily. By this strategy co0mpay can penetrate even in rural market too. sprite. It is useful pricing strategy for both the company and the consumer. Coca-Cola has launched his product on this rate:Coke .10 . thums-up.37 1500ml .Rs.PRICING The amount of money charged for a product of services or some of values that consumer’s exchange of the benefit of having or using product or services. Coca-cola has taken affordable moderate pricing strategy.Rs.10 51 .23 1000ml .8 . limca. because the company has already caught urban and sub-urban market consumer can take benefit by its affordable economy price without more considering.45 2000ml .Rs. This pricing strategy is also important of stand out in cutthroat soft drinks competition.Rs.fanta 300ml 200ml 500ml .Rs.60 Mazza 200ml .Rs.

To keep in mind the importance of the packaging soft drink. thus packaging of the product should be attractive and product should be available in different size. 1500ml. companies adopting new technology for looking the products attractive and producing the product in different size. 1000ml. 52 . 300ml. Now the soft drinks are available in different pack like available CAN and PET and TETRA PACK. Sizes are 200ml.PACKAGING Packaging plays a vital role increasing or decreasing in sales of the products. 500ml. and 2000ml.

Sales are lost to some other brand available at the outlet.PRODUCT-AVAILABILITY ON DEMAND IS VERY IMPORTANT If the product is not available on demand. Retailers hold-up stockfish’s payments. Retailers start suspecting company’s Distribution ability Brand loyalty against through ADD campaigning is lost. Customer’s confidence is shaken. 53 .

WHY PROPER DISTRIBUTION IS VITAL OUR PRODUCT AT THE DEPOT IMPROVED SUPPLIES SUFFICENT SOTCK FOR SALES AND INVENTORY PROPER/REGULAR DISTRIBUTION MORE & MORE RETAILERES (ENCHANCED PRODUCT REACH) REGULAR DISTIRBUTION BETTER SERVICE MORE STOCK REQUIRED ASSURED PRODUCT AVIALABILITY ON DEMA\END CONSUMER CONFIDENCE MORE ORDER AT ORU DEPOT REPEAT ORDERS FSROM STOCKISTS EXTENSIVE FASTER TRIACE ROTATION (NEW BUYER) REPEAT DEMAND FROM RETAILERS 54 .

HOW TO IMPROVE DISTRIBUTION MORE EXTENSIVE STOCKIST NETWORK IMPROVED SERVICE FREQUENCY MORE SALES MORE RETAILERS GET TAPPED MORE DEMAND MORE TRIALS MORE CONSUMPTIONS MORE BUYER 55 .

CONSUMER BUYING BEHAVIOUR In this concept we will study about all the factors that influence the buying behavior of the consumer which can be demographic. Availability 2. Preference of the consumers 3. Income 56 . social cultural & psychological factors. Factors influencing buying behavior of consumer in soft drink industry are: 1. Awareness of Brand 4.

. It is a big source of company to cash its publicity. 2. 6. 1. It has to yield good sales revenue. It is generally preferred by all sections of consumer. 3. All sections of consumers but especially to teen-aggress prefer it. (2) (3) (4) FANTA: Fanta is coming in orange flavours. 4. flavors are also in their colors. LIMCA: Lima is considered to be lemony in taste. 8. COKE. It is hard in comparison to coke. 57 . This is cash cow brand for the company in terms of sales revenue THUMS UP: Thumps up is also considered to be a cola drink. and comes under the category of clouds. THUMS UP LIMCA FANTA MAZZA SPRIT KINLEY WATER KINLEY SODA SUNFILL These nine brands differ in taste. 7. Children & women generally prefer it. (1) COKE: coke is considered to be a cola drinks. 9. Children and women prefer it.PRODUCT PROFILE OF THE COMPANY There are nine brands of COCA-COLA named as following. 5.

It is the 5th best selling soft drink in the world. (6) SPRITE: Sprit is a transparent lemon drink.It has no color and no flavor. 58 . KINLEY WATER: it is launched in late 2000 .(5) MAAZA: Maaza is considered to be juicy soft drink because it contains Mango pulp.It is bottled drinking water. It is generally used with alcohol and used by adults. (7) (8) KINLEY SODA: These us a soda drink . This drink is preferred by different segment of consumers. It contributes 5% coke revenue in India.

which are marketed in Indian markets. CANADA DRY. B. NON-AERATED SOFT DRINKS.CATEGORIZATION OF INDIAN SOFT DRINKS INDIAN SOFT DRINKS are categorized in two types:-. C. The AERATED SOFT DRINKS. COKE. C. D. are:A. SPORT COLA. GOLD SPOT. PEPSI LIMCA. MIRINDA LEMON FANTA. SRUSH CITRA. JUMPIN. B. AERATED SOFT DRINKS 2. The NON-AERATED SOFT DRINKS are— A. 59 . MAZZA SLICE FROOTI. COLA: LEMON: ORANGE: OTHER: THUMSUP. LEHAR-7 UP. TEEM. 1. MIRINDA.

. a distant second... Even the Middle Eastern cans (the ones with the Arabic script) that used to be available here at exorbitant prices before the introduction of Coke had a very significant taste difference. There are a number of opinions up here. So a comparison between 60 .....ADVERTISEMENT AND PUNCH LINE OF COCA-COLA I’d like to start with what is according to me plain and simple but true.. And Pepsi has been and always will be. one very common remark was the taste difference between the Coke here and the Coke some of us have had the privilege of tasting in other countries. Coke was the Original Cola drink. Like everything else India is useless at making Cola too. Lets not all forget when Coke was re-introduced to the Indian market in the 90’s. but most of them (especially the propepsi ones) seem to be missing ONE major fact.

... However they only used it to attract customers after the introduction of Sprite and to revive the now dying Thums-up. Healthy competition is always good between top contenders but there’s no real reason to stoop down to this kind of level when things are not really going that badly.. Amitabh Bachchan and Sachin Tendulkar have a crazy number of fans all over the country. Blue battle has raged on for a really long time now. but from the looks of things (including the ratings on this site itself). 61 . The Advertisement campaign for the Coca Cola company has been pretty aggressive in the past. Pepsi. opinions will always differs. but they still did. It looks like Coke still has the upper hand. I’ve heard something about Amitabh being worshipped by a small African tribe as well (true?)...two products on a worldwide forum such as this one really wouldn’t be sensible because the products clearly differ from place to place... heheh). But nevertheless the Red vs. in India has the best brand ambassadors (mass appeal wise. not for me though. However Pepsi’s recent aggressive marketing really isn’t in good taste for the simple reason that its not like they need to go to such extremes.

..ENJOY! LIFE TASTES GOOD ALWAYS THE REAL THING PYAR MOHABBAT COCA COLA THANDA MATLAB COCA COLA THE TASTE OF THUNDER LEMONI LIME LIMCA LIMCA LIMCA PURE DRINKING WATER CLEAR HAI 62 . PUNCHLINE COCA COLA COCA COLA COCA COLA COCA COLA COCA COLA THUMS UP LIMCA LIMCA KINLEY SPRITE JO CHAHE HO JAYE.Brand Ambassadors Coca-Cola had signed on various celebrities including movie stars such as Karishma Kapoor. its brand ambassadors are Aamir Khan... Sourav Ganguly. cricketers such as Srinath. southern celebrities like Vijay in the past and today. Vivek Oberoi and cricketer Virendra Sehwag. Aishwarya Rai..

To make the product easily available in the market. price which suits to pocket of general consumer also play an important role in the marketing strategies of any company.MARKETING STRATEGIES There is 3 A’s which play an important role in Marketing strategies at “PepsiCola’ office are as follows: 1. Pepsi-Cola has its own truck which remain on the road round the clock to meet out the shorten supply and urgent need can get the supply with in the hour or even every hour if required on cash down payment. AFFORDABILITY The affordable price. Affordability 3. Availability 2. 63 . If it is not easily available in the market it may hamper the goodwill of the company. Acceptability 0 AVILABILITY The availability of product in market influenced the sale of product highly.

but not accepted by the consumers. more stringent. 300ml at Rs.8.And for this Pepsi launched its product at very effective price. ACCEPTABILIY Even if price are affordable and is easily available in the market.60 etc. decreasing the sugar contents. According to our survey about this product the “Pepsi” is acceptable by consumers.These are very effective cost to customer. like 200ml at Rs. making advertisement more impressive etc. can’t be successful. and 2000ml at Rs. The factors which influence the buying behavior of the consumers are:0 Quality of the product (Taste. they must look into these factors successfully such as improving the taste. color etc) 1 Advertising So to make it more acceptable to the consumers. 64 .10.

In India 67% of the annual sale is achieved in the months of April.COKE SALE STRATIGESS The companies think –tank strongly believes that soft drink consumption is an impulse purchase. SALE OF PEPSI PRODUCT IN A YEAR 33%% 67% 65 APRIL M AY & JUNE REST OF YEAR . People never plan for the consumption of a soft drink except some enthusiastic youngsters. May and June and rest in the remaining month.

LIBRARY 2. SURVEY 2. PROJECT REPORT DATA COLLECTION DATA ANALYSIS PRIMARY DATA 1.Methodology of Research STUDY OF COCA COLA COMPANY STUDY OF THE MARKET SURVEY A COMPARISON BETWEEN SPRITE AND DEW STUDY OF COKE PRODUCT SECONDARY DATA 1. TARGETING COKE CUSTOMER OUTCOME OF THE ANALYSIS BUILD APPROPRIATE INFORMATION AND CONCLUSION 66 . BOOKS 3. PERSONAL INTERVIEW 3.

SUBMISSION ON PROJECT REPORT 67 .

restricted probability sampling. This includes: • Defending the research problem • Sampling design • Research design • Method of data collection • Analysis & interpretation DEFINING THE RESEARCH PROBLEM: Problem under the study was finding out the comparative study of coke brand preference. SAMPLING DESIGN: Probability sampling design i.e.RESEARCH METHODOLOGY Research methodology is a way to systematically solve the research problem involving a study of various steps that are generally adopted by a researcher in study his research problem. 68 . packaging & quantity in Agra Market. The selection technique was a stratified random sapling. random sampling was adopted as a definite plan for obtaining a sample from the population. alone with the logic behind it.

Is Not Done. The Sizes Of The Samples From The Different Strates Are Kept Proportional Of The Sizes Of Strata.The satisfied random sampling included homogeneous sub population group i.e. NOTE:-Proportional Allocation Under Which. five market starts in the Agra city with an equal sample size of 100 areas from each of these strata’s. 69 . Since Here The Purpose Of The Study Basically Happens To Be A Comparison Of The Differences Among The Strates Regarding The Market Position And Consumer’s Reach.

Consumer’s questionnaire with relevant questions typed in a definite order to have probe into the respondents for questionnaires were selected strictly from the Delhi city.e.RESEARCH DESIGN: An Overall “Rigid” descriptive research design has been used focusing attention on• Formulation of objectives of the study • Designing method for the data collection • Selection the sample size • Collecting the data • Processing and analysis of the data • Reporting the finding. ANALYSIS & INTERPRETATION: Applying the relevant statistical tools did the analysis and interpretation of the findings. 70 . METHOD OF DATA COLLECTION: Primary data was originally collected by means of well framed questionnaire i.

D. of 100 outlets.SAMPLE SELECTION During my summer training. the work place is given to me NorthDelhi Where I have done my project work and survey. Regarding this I have taken the sample from different ten routes. and the sample size was no. DISTRIBUTORS  HariOm Enterprises  Ambay Agencies  S. Agencies  Vishal Agencies  Vikash Agencies  Bhagvati Agencies  Eastern Agencies  Shiv Jyoti Agencies 71 .

35% PEOPLE PREFER TO TAKE PEPSI.FINDINGS ARE BASED ON CONSUMER RESPONOES W H IC H C O L A D O Y O U P R E F E R ? O TH E R S 5% PEPSI 35% C0K E 60% C 0 K E P E P S I O TH E R S FINDINGS:60% PEOPLE PREFER TO TAKE COKE AS A BRAND. 72 .

becoz of favorite celebrity or role model. 35% people say there is effect of advertisement.DOES ADVERTISEMENT EFFECT YOUR CHOICE? 25% 35% 40% YES Findings:- NO SOMETIMES 40% people say there is no effect of advertising on their consumption of soft drinks. 25% say sometime its affect like in cricket season or any other occasion 73 .

DOES YOUR FAVORITE CELEBRITY OR ROLE MODEL AS A BRAND AMBASSDOR CHANGE YOUR PREFERENCE? 35% 65% YES NO Findings:- 74 .

Taste is a also big matter.65% say no. 35% say yes. its change our preference. 75 . there is no changing in brand because of a role model or a favorite celebrity.

m. Pepsi. fanta). where as 5% people only prefer to take mango and clear lime flavor. thums-up). where as 20% people prefer to take cloudy lime (limca. orange.WHICH FLAVOUR DO YOU MOSTLY LIKE ? MANGO CLEAR LIME 5% 5% CLOUDY LIME 20% COLA 60% ORANGE 10% Findings:60% people prefer to take cola (coke.lemon). 76 . where as 10% people prefer to take orange flavor (m.

WHY DO YOU LIKE IT?
70 70 60 50 40 30 20 10 0
BECAUSE OF TASTE BECAUSE OF CELEBRITY BECAUSE OF SPECIAL AD

15

15

Findings:70% people say they prefer any brand because of taste, 30% people say they like the brand because of the favorite celebrity and a special advertisement.

77

WHICH AD IS BETTER?

13%

35%

52%

PEPSI

COKE

CANT'SAY

Findings:52% people say that Pepsi advertising is better than the coke advertisement. Whereas 35% say that coke ad is better, where as 13% say there is very confusion because both are best.

78

HAVE YOU TRIED DEW OR SPRITE?
40 40 30 20 10 0 ONLY DEW ONLY BOTH NO ANY SPRITE Series1 24 20 16

Findings:24% people say that they tried only dew, where as 20% people say that they tried only sprite, where as 40% people say that they tried both, where as 16% people say that they haven’t tried both.

79

IN B OTH TH E B R AN D WH IC H ON E IS B E ST IN TAS TE ? S P RITE 40% DE W 60% DE W S P RITE FINDINGS:This Question Is Asked By. And 60% Response In Favor Of Dew Whereas 40% Response Come In Favor Of Sprite. 80 . Who Have Tried Both.

Whereas 40% say Pepsi is highly demanded by consumer.FINDINGS BASED ON RESPONSE OF RETAILERS WHICH PRODUCTS IS HIGHLY DEMANDED? PEPSI 40% COKE 60% PEPSI COKE FINDINGS:60 % retailer say coke is highly demanded by consumer. 81 .

82 .DEW OR SPRITE? 45% 35% 20% ONLY DEW ONLY SPRITE BOTH FINDINGS:45% retailers sell both the product.DO YOU SALE M. whereas. where as 20% sell only the sprite. 35% sell only dew.

so it’s highly demanded.DEW SPRITE FINDINGS:Around 60% retailers say that dew is more preferable to consumer. 83 .WHICH BRAND IS HIGHLY DEMANDED? 40% 60% M. whereas 40% retailers say that sprite is highly demanded by consumer.

WHICH COMPANY IS MORE SATISFIED IN DELIVERY SYSTEM? 15% 40% 45% PEPSI COKE NO ANY FINDINGS:- 45% retailers say that coca-cola company is more better in delivery system. 84 . where as 40% in favor of Pepsi company. whereas 15% retailers are not satisfied by both the company in term of delivery system.

WHICH COMPANY IS MORE SATISFIED IN RELATIONSHIP? 15% 40% 45% PEPSI COKE NO ANY RELATIONSHIPS MEAN “A RELATION BETWEEN THE COMPANY AND RETAILER. where as 40% in favor of Pepsi and 15% in no any. 85 .” FINDINGS:45% retailer says that coke has a better relation ship with us.

WHICH COMPANY IS BETTER IN PROBLEM SHOOTING? 15% 35% 50% PEPSI COKE NO ANY FINDINGS:50% RETAILER SAY THAT COKE COMPANY IS MORE FAST THAN PEPSI IN SHOOTING OF OUR PROBLEM RELATED TO THE MAINTENANCE OF VISI-COOLER OR FREEZE OR IN DELIVERY OF PRODUCTS. 86 .

WHICH COMPANY IS GIVING PROPER SCHEME? NO ANY 10% PEPSI 35% COKE 55% PEPSI COKE NO ANY FINDINGS:55% RETAILERS SAY THAT COKE IS BETTER THAN PEPSI IN DISTRIBUTING THE SCHEMES. WHERE AS 10% SAY BOTH ARE NOT GIVING THE PROPER SCHEMES.WHERE AS 35% IN FAVOR OF PEPSI. 87 .

• Transcription errors They also pertinent in doing the research work. Because the area of research was wide and span of time was very short.LIMITATION During research certain limitation came in many ways. So it is difficult to get relevant data from the office. Meticulous and diligent effort has been taken to discuss the main topic in detail. • Money Personal survey method is highly expensive method as well as time consuming. which are below• Time Two months are not sufficient to cover the various aspect outlined in the study. Coca-Cola Office In North Delhi gave me information what ever they could in approximation. So it was not possible to go deep in the study. 88 . • Secrecy It has to be mentioned in case of official data. Being a student it is not possible to spend much money in research because institution also deprives me from stipend.

But after being convinced or motivated by us they ready to give the answer. Others • The Sample Size Of Retailers And Consumers Was Small. 89 . It Took Us Lot Of Time Collecting The Information. • A Numbers Of Retailers Being Illiterate. • The respondents may be based on influenced by some other factors.Non Response Error During survey we found some people (outlets owner & distributor) refused in answering first of all. because they had no interest in Such sort of work what consumed their precious time or some other reason.

2. Hotels. 2. Less personal contact of high officials with shop keepers. WEAKNESS 1. parks can have good consumption of flavours. Good quality of flavor. Improper allocation of schemes. Nursing home offering flooding for patients can have good consumption of mineral water. Good brand image. 3. marriage and festivals. restaurants. High growth rate of cold drinks market. Less grievance handling. 4. 3. Major outlets should arrange some schemes for parties. 2. OPPORTUNITY 1.SWOT ANALYSIS STRENGTH 1. Customer’s satisfaction on Coca-Cola Company. 4. 3. Well trained customer executive. 90 . Low time of expiry date. 4.

Not very good arrangement as compared to others. 91 . Competitors are giving good schemes. THREATS 1. Good and tasty flavours for healthy body. 2.5.

CONCLUSIONS • Service aspect of agencies is very effective. • After analyzing the market and calculate the weight age. • Retailers have problem in advertisement material. • The analysis several that minimum discount or schemes are available on coke compare to Pepsi. The result comes out that coca-cola is no 1 brand. • After conducting the field market survey of retailer in Delhi city. • Around 65% of total consumption in a year consumed in summer (April to July) season. 92 . 300ml bottle and 2 liter. • Consumers do have a demand for 200ml. • Consumers are satisfied with the quality of coca-cola products. they deliver their product according to the demand a just in time. • Retailers have complaint regarding the plastic bottle that better quality pet bottle should be used. I analyze that coca cola brands are dominating over Pepsi.

slice. • Most of the consumers considered RGB bottles as the best package. thumps-up too hold a good grip over the market in comparison to main competitor products m. m. • Of course Pepsi advertisement is more preferable by consumers. • Retailers have a demand of some extra quantity and free gifts. Pepsi. lemon. fanta. • Its brand limca. • Only 25% of the consumers retain with the brand. • Taste of dew is better the taste of sprite. 93 . • Advertisement is not a very major factor in consumption of the soft drinks.orange . m. • Cola product is highly demanded by consumers. maaza. • Coke found to have good market coverage in Delhi. • Dew is leading over the sprite.• The market share of maaza has good market in Delhi. sprite.dew.

94 . so it’s a major factor.• Chilled bottles influence the consumer to change the preference. • Coke Company is better than Pepsi in distribution system or in problem shooting regarding the maintenance of freeze or cooling equipments. • Taste and availability of stock is the major factor.

• Company should try to make monopolists fat dealers it necessary because them they will be forced to sale the coca-cola product even if the company isn’t providing any further discount scheme. • Today in the situation of day-by-day competitions. • The company should be improving poor claim statement. • Pouches.RECOMMENDATIONS SOME RECOMMENDATIONS FOR MAKING THE TRADE PROFITABLE FOR THE COMPANY ARE AS MENTIONED BELOW: • The survey explicitly several that the company should provide some more schemes and incentives mainly in seasons to retailers if they achieve target. Coca-cola should because widely awake and alert to maintain its present market share and should devise fresh situation and program to enhance its sales. 95 . • That time many companies are entering the soft drink segment so company should are more attraction on display schemes no of holding should be increased and more change should be provide as Pepsi ahead of coca-cola in providing these above in north-Delhi. foreign particles were found in few bottles so proper quality control measures should be implemented as companies’ reputations are at stake.

collages. • Taste of sprite should be improved. quiz programs etc promote their sales. • Better schemes & benefit should be providing to retailers because it is retailers only who promote the product of company.OTHERS: • School students. 96 . cinema hall should be targeted. canteens. • The company should also organize some fashion shows. • The company should ensure the timely product supply to the distributor and the retailers it was seen that staff in general & flavor in particular remains in short during the seasons.etc) Advertisement must be improved and should show more appeal and targeted to youth and children. • A Company creates favorable impression among the youth if they sponsors small events like collages festivals. • In promotions of sales of sprite the company should provides different schemes with the sprite like(collection of crown and get attractive prize or tshirts or cap. university programs & school functions.

• Quality of pet bottle should be improved so that most problems can be minimized. • Soft drink is still considered a treat virtually a luxury so it possible company should cut down its price especially of cans. 97 .• To argument the sale of kinley mineral water & soda the company must provide some attractive free gifts & schemes.

Kothari) MAGAZINES .Business today .B .Business India .COCA-COLA.coca-colaindia.softdrink.Advertising Management .Pepsico.COM www.com 98 .com www.com www.Gupta) (Written by C.Business World WEBSITES WWW.BIBLIOGRAPHY Marketing Management Principles of Marketing Research Methodology (Written by Philip kotler) (Written by C.R.

1.QUESTNNAIRE (consumers) Name: Que.3. why do you like its? a) Bcoz of test b) bcoz of special advertisement c) Bcoz of your favorite celebrity (brand ambassador) b) COKE coca-cola spirit coke-vanilla limca fanta maaza diet Thumps-up 99 .2. which cola do you like? A) Pepsi b) coke Area:- Que. which flavors do you mostly like? (Rank it) A) PEPSI Pepsi-cola Dew 7’up Lemon mirinda Orange mirinda Slice Diet Que.

have you tried the dew/sprite? (Y/n) Que. which company advertisement do you like most? a) Pepsi b) coke Que.9. how? --------------------------------------------------------------------Que. do you take any dish NECESSARY)) Que.11.10. Does your choice of flavor depends on the dish you take? (Y/N) Que. which one is best in taste? a) Dew b) sprite Que.4.13. what you want to improve in sprite? Que.5. what’s your combination of dish & flavor? (Specify it) --------------------------------------------------------------------------------------with particular flavor? (Y/N/NOT 100 . which advertisement is your favorite? ---------------------------------------------------------------------------Que.6.7.12.Que.8. Do good advertisement makes your change preference? (Y/N) Que.

2. Infrastructure of csd in canteen:Pepsi Empty Vision/Oyc Icebox Coca-cola 101 .14. Which product is highly demanded by consumer? a)pepsi b)coca cola Que4. b)coke’flavour……………… Que. if any suggestion? -------------------------------------------------------------- QUESTIONNAIRE (retailers) Area: Contact person in outlet:Que. How much consumption in crates? a)pepsi ‘flavour……….3.Que. Types of Status a) Pepsi monopoly b)coca-cola monopoly c)Mix Name of outlet:- Que.15.. If any problem/complain? ----------------------------------------------------Que.1.

if company provides any offer or schemes .6.Sinage Que. do you sell dew/sprite? Y/N Que. More satisfied by delivery system:a) Pepsi b) coca-cola 102 . will it be increase your sales of the sprite?Y/N Que. which one is highly demanded by comsumers? a)dew b)sprite Coca-cola Rate/bottle Que.9.5. Daily Average Sale:Pepsi 200ml 300ml 500ml 2 litre Water Que.7.8.

10.11.Que.12. More helpful in problem shooting:a)pepsi b)coca-cola Que. Proper execution in scheme:a)pepsi Que. Sales depend on:a)Availability of flavours b) Based on consumer demand b)coca-cola 103 .13.More satisfied by relationship:a)Pepsi b)coca-cola Que.

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