A Project Report on

“MARKETING STRATEGY of „HINDUSTAN COCA-COLA BEVERAGES PRIVATE LIMITED.”

Submitted For the Partial Fulfillment of
Master of Business Administration (MBA)
Under The Guidance of
Mr. Sameer Madan Sales Trainer
Under The Supervision of
Mr. Saroj K. Das Project Co-ordinator Skyline Institute of Engineering and Techn
ology, Greater Noida
SUBMITTED BY
SKYLINE INSTITUTE OF ENGINEERING AND TECHNOLOGY, Technology Allahabad GREATER NO
IDA
Kapil Dev
0
DECLARATION
I, hereby declare that I have read the whole project thoroughly and have underst
ood it also, made for the partial fulfillment of the project. I hereby declare t
hat all the information provided in this project report are true to the fullest
of my knowledge and it bear no resemblance to any other written material whatsoe
ver. In the event of any information provided in this report being found incorre
ct or misleading, I shall be liable to any outcome at any at any given day.
KAPIL DEV MBA 3rd SEM SIET GREATER NOIDA
1
ACKNOWLEDGEMENT
First of all I would like to thank the almighty God for the blessing he has give
n to me to complete this venture successfully. I would like to express sincere t
hanks to Mr. Ajay Singh (H.R.Executive) HCCBVL, ALLAHABAD for providing me chanc
e to work at COCA-COLA. This study has been made under the supervision and guida
nce of Mr. Sameer Madan, (Sales Trainer). I am thankful to him for motivating me
at each and every stage of my study by giving me orientation of the subject, it
s functioning, invaluable encouragement in completing this study. His precious g
uidance in designing the Questionnaire is unforgettable. It would not have been
possible to do this study efficiently and timely if I was not given kind coopera
tion and frank responses from the officials and non officials. Therefore, it is
my earnest duty to thank all of them. In the last but not the least I would like
to thank my parents, my friends, all the respondents and all my well- wishers f
or their everlasting love and support.
KAPIL DEV MBA III SEM
SIET GREATER NOIDA
2
INTRODUCTON
Coca-Cola, the product that has given the world its best-known taste was born in
Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the world‟s leading manufa
cturer, marketer and distributor of non-alcoholic beverage concentrates and syru
ps, used to produce nearly 400 beverage brands. It sells beverage concentrates a
nd syrups to bottling and canning operators, distributors, fountain retailers an
d fountain wholesalers. The Company‟s beverage products comprises of bottled and c
anned soft drinks as well as concentrates, syrups and not-ready-todrink powder p
roducts. In addition to this, it also produces and markets sports drinks, tea an
d coffee. The Coca-Cola Company began building its global network in the 1920s.
Now operating in more than 200 countries and producing nearly 400 brands, the Co
ca-Cola system has successfully applied a simple formula on a global scale: “Provi
de a moment of refreshment for a small amount of money- a billion times a day.” Th
e Coca-Cola Company and its network of bottlers comprise the most sophisticated
and pervasive production and distribution system in the world. More than anythin
g, that system is dedicated to people working long and hard to sell the products
manufactured by the Company. This unique worldwide system has made The Coca-Col
a Company the world‟s premier softdrink enterprise. From Boston to Beijing, from M
ontreal to Moscow, Coca-Cola, more than any other consumer product, has brought
pleasure to thirsty consumers around the globe. For more than 115 years, Coca-Co
la has created a special moment of pleasure for hundreds of millions of people e
very day. The Company aims at increasing shareowner value over time. It accompli
shes this by working with its business partners to deliver satisfaction and valu
e to consumers through a worldwide system of superior brands and services, thus
increasing brand equity on a global basis. They aim at managing their business w
ell with people who are strongly committed to the Company values and culture and
providing an appropriately controlled environment, to meet business goals and o
bjectives. The associates of this Company jointly take responsibility to ensure
compliance with the framework of policies and protect the Company‟s assets and res
ources whilst limiting business risks.
3
A BRIEF INSIGHT- THE FMCG INDUSTRY IN INDIA
Fast Moving Consumer Goods (FMCG), also known as Consumer Packaged Goods (CPG) a
re products that have a quick turnover and relatively low cost. Consumers genera
lly put less thought into the purchase of FMCG than they do for other products.
The Indian FMCG industry witnessed significant changes through the 1990s. Many p
layers had been facing severe problems on account of increased competition from
small and regional players and from slow growth across its various product categ
ories. As a result, most of the companies were forced to revamp their product, m
arketing, distribution and customer service strategies to strengthen their posit
ion in the market. By the turn of the 20th century, the face of the Indian FMCG
industry had changed significantly. With the liberalization and growth of the In
dian economy, the Indian customer witnessed an increasing exposure to new domest
ic and foreign products through different media, such as television and the Inte
rnet. Apart from this, social changes such as increase in the number of nuclear
families and the growing number of working couples resulting in increased spendi
ng power also contributed to the increase in the Indian consumers' personal cons
umption. The realization of the customer's growing awareness and the need to mee
t changing requirements and preferences on account of changing lifestyles requir
ed the FMCG producing companies to formulate customer-centric strategies. These
changes had a positive impact, leading to the rapid growth in the FMCG industry.
Increased availability of retail space, rapid urbanization, and qualified manpo
wer also boosted the growth of the organized retailing sector. HLL led the way i
n revolutionizing the product, market, distribution and service formats of the F
MCG industry by focusing on rural markets, direct distribution, creating new pro
duct, distribution and service formats. The FMCG sector also received a boost by
government led initiatives in the 2003 budget such as the setting up of excise
free zones in various parts of the country that witnessed firms moving away from
outsourcing to manufacturing by investing in the zones. 4
Though the absolute profit made on FMCG products is relatively small, they gener
ally sell in large numbers and so the cumulative profit on such products can be
large. Unlike some industries, such as automobiles, computers, and airlines, FMC
G does not suffer from mass layoffs every time the economy starts to dip. A pers
on may put off buying a car but he will not put off having his dinner. Unlike ot
her economy sectors, FMCG share float in a steady manner irrespective of global
market dip, because they generally satisfy rather fundamental, as opposed to lux
urious needs. Athe South Indian region. It is predicted that in the year 2010, t
he FMCG sector will be worth Rs.143000 crores. The sector being one of the bigge
st sectors of the Indian Economy provides up to 4 million jobs. The FMCG sector
consists of the following categories: Personal Care- Oral care, Hair care, Wash
(Soaps), Cosmetics and Toiletries, Deodorants and Perfumes, Paper products (Tiss
ues, Diapers, Sanitary products) and Shoe care; the major players being; Hindust
an Lever Limited, Godrej Soaps, Colgate, Marico, Dabur and Procter & Gamble. Hou
sehold Care- Fabric wash (Laundry soaps and synthetic detergents), Household cle
aners (Dish/Utensil/Floor/Toilet cleaners), Air fresheners, Insecticides and Mos
quito repellants, Metal polish and Furniture polish; the major players being; Hi
ndustan Lever Limited, Nirma and Ricket Colman. Branded and Packaged foods and b
everages- Health beverages, Soft drinks, Staples/Cereals, Bakery products (Biscu
its, Breads, Cakes), Snack foods, Chocolates, Ice-creams, Tea, Coffee, Processed
fruits, Processed vegetables, Processed meat, Branded flour, Bottled water, Bra
nded rice, Branded sugar, Juices; the major players being; Hindustan Lever Limit
ed, Nestle, Coca-Cola, Cadbury, Pepsi and Dabur Spirits and Tobacco; the major p
layers being; ITC, Godfrey, Philips and UB
5
A BRIEF INSIGHT: THE BEVERAGE INDUSTRY IN INDIA
In India, beverages form an important part of the lives of people. It is an indu
stry, in which the players constantly innovate, in order to come up with better
products to gain more consumers and satisfy the existing consumers.
BEVERAGES
Alcoholic
Non-Alcoholic
Carbonated
Non-Carbonated
Cola
FIGURE 1: BEVERAGE INDUSTRY IN INDIA
Non-Cola
Non-Cola
The beverage industry is vast and there various ways of segmenting it, so as to
cater the right product to the right person. The different ways of segmenting it
are as follows: Alcoholic, non-alcoholic and sports beverages Natural and Synth
etic beverages In-home consumption and out of home on premises consumption. Age
wise segmentation i.e. beverages for kids, for adults and for senior citizens 6
Segmentation based on the amount of consumption i.e. high levels of consumption
and low levels of consumption.
If the behavioral patterns of consumers in India are closely noticed, it could b
e observed that consumers perceive beverages in two different ways i.e. beverage
s are a luxury and that beverages have to be consumed occasionally. These two pe
rceptions 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 affordabl
e. Four strong strategic elements to increase consumption of the products of the
beverage industry in India are: The quality and the consistency of beverages ne
eds to be enhanced so that consumers are satisfied and they enjoy consuming beve
rages. The credibility and trust needs to be built so that there is a very stron
g and safe feeling that the consumers have while consuming the beverages. Consum
er education is a must to bring out benefits of beverage consumption whether in
terms of health, taste, relaxation, stimulation, refreshment, well-being or pres
tige relevant to the category. Communication should be relevant and trendy so th
at consumers are able to find an appeal to go out, purchase and consume. The bev
erage market has still to achieve greater penetration and also a wider spread of
distribution. It is important to look at the entire beverage market, as a big o
pportunity, for brand and sales growth in turn to add up to the overall growth o
f the food and beverage industry in the economy.
7
THE COCA-COLA COMPANY In May 1886, Coca – Cola was invented by Dr. John Pemberton
a pharmacist from Atlanta Georgia. John Pemberton concocted the Coca – Cola formul
a in a three legged brass kettle in his backyard. The name was suggestion given
John Pemberton‟s bookkeeper Frank Robinson. Being a bookkeeper Frank Robinson also
had excellent penmanship it was he who first “Coca – Cola “Into the flowing letter‟s th
is has become the famous logo of today. The soft drinks were first sold to the p
ublic at the soda fountain in Jacob‟s Pharmacy in Atlanta on May 8, 1886. About ni
ne servings of the soft drink were each day. Sales for that first year added up
to total of $ 50. The funny thing was that it cost John Pemberton over $ 70 in e
xpenses, so the first year of sales was loss.Until 1905, the soft drinks, marked
as a tonic contained extracts to cocaine as well as the caffeine- rich kola nut
. By the late 1890s, Coca – Cola was one of America‟s most popular fountain drinks.
With another Atlanta pharmacist, Asa Griggs Candler, at the helm, the Coca –Cola C
ompany increased syrup sales by over 400 % between 1890 and 1900.Advertising was
an important factor in Pemberton and Candler‟s success & by the turn of the centu
ry, the drink was sold across the United States and Canada. Around same time, th
e company began selling syrup to independent bottling companies licensed to sell
the drink. Even today, the US soft drink industry is organized on this principl
e. Until the 1960‟s both small town & big city dwellers enjoyed carbonated beverag
es at the local soda fountain or ice – cream saloon. Often housed in the drug stor
e, the soda fountain counter served as a meeting place for people for all ages.
Often combined with lunch counters, the soda fountain declined in popularity as
commercial ice – cream, bottled soft drinks, & fast food restaurant came to the fo
re.
8
Headache Remedy On May of 1886 Dr.Pemberton concocted caramel-colored syrup in a
three-legged brass kettle in his backyard. He first "distributed" the new produ
ct by carrying Coca-Cola in a jug down the street to Jacobs Pharmacy. For five c
ents, consumers could enjoy a glass of Coca-Cola at the soda fountain. Whether b
y design or accident, carbonated water was teamed with the new syrup, producing
a drink that was proclaimed "Delicious and Refreshing." Dr. Pemberton's partner
and bookkeeper, Frank M. Robinson, created the name. The Coca-Cola The Coca-Cola
Company exists to benefit and refresh everyone it touches. Founded in 1886, the
Company is the world's leading manufacturer, marketer, and distributor of nonal
coholic beverage concentrates and syrups, used to produce nearly 400 beverage br
ands. The company corporate headquarters are in Atlanta, with local operations i
n over 200 countries around the world. While The Coca-Cola Company is a global c
ompany with some of the world's most widely recognized brands, the Coca-Cola bus
iness in India, as in each country where it operates, is a local business. The b
everages are produced locally, employing Indian citizens, its product range and
marketing reflect Indian tastes and lifestyles, and are deeply involved in the l
ife of the local communities in which they operate. For company, Quality is more
than just something they taste or see or measure. It shows in its every action.
They relentlessly strive to exceed the world's ever-changing expectations becau
se keeping their Quality promise in the marketplace is highest business objectiv
e and their enduring obligation. More than a billion times every day, consumers
choose coke brand of refreshment because Coca-Cola is.... The Symbol of Quality
Customer and Consumer Satisfaction A Responsible Citizen of the World.
9
The heart and soul of enterprise has always been the people. Over the past centu
ry, CocaCola people have led the success by living and working with a consistent
set of ideals. While the world and company business will continue to change rap
idly, respecting these ideals will continue to be essential to their long-term s
uccess. Nothing is more important to coca cola success than integrity. This begi
ns with insisting on absolute quality for every one of its products, and acting
with a strong sense of accountability in everything they do.

Coca-Cola people have always known that building and nurturing relationships wit
h other people and the world around them is an essential part of their work. No
matter how big or complex business becomes, it must always demonstrate complete
respect for each other. As the world becomes more interconnected, yet more firml
y rooted in local pride, recognition of their interdependence with company stake
holders becomes even more essential.
Formula of Coca Cola The exact formula of Coca-Cola is a famous trade secret. Th
e original copy of the formula is held in SunTrust Bank's main vault in Atlanta.
Its predecessor, the Trust Company, was the underwriter for the Coca-Cola Compa
ny's initial public offering in 1919. A popular myth states that only two execut
ives have access to the formula, with each executive having only half the formul
a. The truth is that while Coca-Cola does have a rule restricting access to only
two executives, each knows the entire formula and others, in addition to the pr
escribed duo, have known the formulation process. Franchised Production Model Th
e actual production and distribution of Coca-Cola follows a franchising model. T
he Coca-Cola Company only produces a syrup concentrate, which it sells to variou
s bottlers throughout the world who hold Coca-Cola franchises for one or more ge
ographical areas. The bottlers produce the final drink by mixing the syrup with
filtered water and sugar (or artificial sweeteners) and then carbonate it before
filling it into cans and bottles, which the bottlers then sell and distribute t
o retail stores, vending machines, restaurants and food service distributors. 10
The Coca Cola Business in India While the Coca – Cola Company is a global company
with some of the world‟s most widely recognized brands, the Coca – Cola business in
India, as an each country were company operate, is a local business. The beverag
es are produced locally, employing Indian citizens, the product range & marketin
g reflect Indian testes & life styles, and the company is deeply involved in the
life of the local communities in which it operate. Re-entering in Indian Market
After a 16 – year absence Coca – Cola returned to India in 1993. The company‟s nation‟s
top soft drink brands & bottling network. presence in
India was commented in November that year in a deal that gave Coca – Cola ownershi
p of the
11
INVESTMENT, EMPLOYMENT AND ECONOMICS IMPACT
Coca – Cola India has made significant investment to build & continually improve i
ts business in India, including new production facilities, waste water treatment
plants, & distribution system & marketing equipment. Drugging the past decades,
the Coca – Cola system has invested more than US $ 1 billion in India. As such Co
ca – Cola is one of the countries top international investors. In 2003, Coca – Cola
India pledged to invest further US $ 100 million in its operations. The Coca–Cola
business system directly employees approximately 10,000 local people in India. I
n addition, several independent studies have documented that, by providing oppor
tunities for local enterprises, the Coca – Cola business also generates a signific
ant employment “multiplier effect”. In India, we indirectly create employment for fo
r more than 1,25,000 people in related industries through our vast procurement,
supply & distribuitrion. BOTTLING OPERATION The Coca – Cola system in India compri
ses 27 wholly owned company – bottling operations & another 17 franchises – owned bo
ttling operations. A network of 29 contract – packers also manufactures a range of
products for the company. Almost all the goods & services required producing an
d marketing Coca – Cola in India are made locally, sometimes with the help of tech
nology & skills from the company. The complexity of the Indian market is reflect
ed in the distribution fleet, which includes 10 – tone trucks, open – bay trademarke
d tricycles and pushcarts.
12
PRODUCTS Leading Indian brands Thums -up , Sprite , Limca, Fanta , Maaza join th
e company‟s international family of brands, including Coca – Cola, Diet Coke, Minute
– Maid Pulpy Orange .The company Kinley water brand was launched in 2000 and, in
2001 , our energy drink shook & our first powdered concentrate , Sun fill, hit t
he market. In 2008, Bonaqua water was launched. Annual per capita consumption of
soft drinks in India is nine 8 – ounce.
MARKETING While broad direction & themes for our global brands are created at a
global level, specific marketing programmes for our product are determined local
ly. In early 2003, Coca – Cola India collected advertiser of the year and campaign
of the year awards for the Thanda Matlab Coca – Cola all media campaign. Innovati
on has been the hallmark of other marketing campaigns, with the company racking
up “first” in the introduction of channel & PET soft drinks, vending machines and ba
ckpack dispensers for crowds of cricket supporters.
QUALITY The company considers the consistent high quality of beverages to be one
of our business primary assets. In India, as in each country where we produce o
ur beverages, the Coca – Cola system adheres not only to national laws on food pro
cessing & labeling, but also to their own strict standards for exceptional quali
ty. In every thing they do, from the selection of ingredients to the production
of beverages. The Coca – Cola quality system, to ensure that they are offering con
sumers only the highest quality products. They monitor their success through the
ir customer & consumer feedback and in – trade monitoring programmes, and this inf
ormation enables them to continuously improve their already demanding system.
13
COCA – COLA AND THE COMMUNITY In Coca – Cola, the company have a long standing belie
f that everyone who touches their business should benefit. That basic propositio
n that their business should bring benefit & refreshment is central to the way t
hey operate in Communities around the world. Coca – Cola India provide extensive s
upport for community programmes across the country, with a focus on education he
alth & rainwater harvesting, all key priorities of the Indian government which h
as recognized the company‟s efforts with a several awards. Education Coca – Cola Ind
ia is supporting community – based primary education project setup to provide educ
ational opportunities to marginalized children in slums & villages. To data, the
projects has benefited 50 schools, 1000 of students, over 500,000 villagers and
10,000 slum dwellers, as well as several village near Coca – Cola bottling. Envir
onment Coca – Cola India is supporting community – based rainwater harvesting projec
ts in rural & urban areas to help restore water levels & promote community educa
tion in ways to conserve natural resources. These initiatives have a benefited o
ver 10,000 Delhi residents, as well as local community members, both in areas su
rrounding Coca – Cola bottling plants & else where. Healthcare Coca – Cola India is
partnering with NGO‟s as well as St. John‟s Ambulance Brigade (Red Cross) to provide
free medical facilities & information to poor people who can‟t afford to visit ho
spital facilities. These efforts are helping tens of thousands of under privileg
ed people in seven states in India, as well as several villages near Coca – Cola b
ottling plants. The company has also supported a range of other national initiat
ives, such as a major polio – eradication drive and drought- relief programme, in
addition to support towards the national cricket championship for the blind, and
national athletics meetings for the physically challenged. 14
HINDUSTAN COCA-COLA BEVERAGES PRIVATE LIMITED (HCCBPL)
The Company Coca-Cola was the leading soft drink brand in India until 1977, when
it left rather than reveals its formula to the Government and reduces its equit
y stake as required under the Foreign Regulation Act (FERA) which governed the o
perations 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 agreem
ent with the Parle Group gave the Company instant ownership of the top soft drin
k brands of the nation. With access to 53 of Parle‟s plants and a well set bottlin
g 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, Gold spot, Limca, Maaza, which were floated by Parle, as these products had
achieved a strong consumer base and formed a strong brand image in Indian marke
t 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 deregulat
ed 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. Howe
ver, this was based on numerous commitments and stipulations which the Company a
greed to implement in due course. One such major commitment was that, the Hindus
tan Coca-Cola Holdings would divest 49% of its shareholding in favor of resident
shareholders by June 2002. Coca-Cola is made up of 7000 local employees, 500 ma
nagers, over 60 manufacturing locations, 27 Company Owned Bottling Operations (C
OBO), 17 Franchisee Owned Bottling Operations (FOBO) and a network of 29 Contrac
t 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 re
tail outlets and 8000 distributors. Almost all goods and services required to ca
ter to the Indian market are made locally, with help of technology and skills wi
thin the Company. The complexity 15
of the Indian market is reflected in the distribution fleet which includes diffe
rent modes of distribution, from 10-tonne trucks to open-bay three wheelers that
can navigate through narrow alleyways of Indian cities and trademarked tricycle
s and pushcarts. “Think local, act local”, is the mantra that Coca-Cola follows, wit
h punch lines like “Life ho to aisi” for Urban India and “Thanda Matlab Coca-Cola” for R
ural India. This resulted in a 37% growth rate in rural India visa-vie 24% growt
h 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 glas
s bottles which were made available at a price of Rs.5 per bottle. This new mark
et accounted for over 80% of India‟s new Coca-Cola drinkers. At Coca-Cola, they ha
ve a long standing belief that everyone who touches their business should benefi
t, 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
16
ORGANIZATION STRUCTURE OF COCA-COLA
Chief Executive Officer
Vice President Supply Chain
Chief Finance Officer
Human Resource Director
Vice President BSG
Regional Vice President (North)
Regional Vice President (Central)
FIGURE : ORGANIZATION STRUCTURE IN COCA-COLA, INIDA
17
Region Vice President AGM/AOD Unit 1 AGM/AOD Unit 2 AGM/AOD Unit 3 AGM/AOD Unit4
Region Finance
Region Human Resource
Region Customer Service Region External Affairs
Region Cold Drink
Region Legal
Region BSG
Region Director/Manager Market Execution Region Capability Region Channel Manage
ment
FIGURE : ORGANIZATION STRUCTURE IN COCA-COLA, INDIA
18
ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT
AGM/AOD
Plant Manager
Route to Market
Human Resource Manager
Finance Manager
General Sales Manager
Area Sales Manager
Channel Manager
Area Capability Manager
Sales Executive
Marketing
Sales Trainers
Market Developer
Key Accounts
Distributors And Salesmen
FIGURE : ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT
19
THE VALUE OF BRAND
Packaging is always going to have a huge impact on brand awareness and expansion
. Neville Isdell, The Coca-Cola Company, outlines his manifesto for growth and s
hows that, even for the biggest players in manufacturing and retail, the quest f
or value is relentless. The Coca-Cola Company's 'Manifesto for Growth' is the op
erating framework. The company have established to return The Coca-Cola Company
to sustainable growth in the future, with specific and measurable goals for peop
le, their portfolio of brands, their partners, the planet and, of course, profit
. In short, the company has a clear path forward. And their call to action is ma
de with humble confidence – which recognises that they have sometimes acted with a
rrogance in the past, vis-à-vis the market and their customers. "Price is what you
pay, value is what you get." Retailers and food and beverage companies need eac
h other more than ever before. As retailers look for ways to distinguish themsel
ves in the eyes of consumers, they need good, strong brands to help bring shoppe
rs through the doors and improve the shopping experience. And as tastes continue
to fragment and consumers become more demanding, food and beverage companies ne
ed insights about shoppers that only retailers possess. Ultimately, what is need
ed is a partnership between food and beverage companies and retailers to jointly
improve company‟s understanding of, and connection with, consumers.
20
THE COCA COLA AS A BRAND
Consumers often prefer products that have a strong, positive image. An important
ingredient of this image will be the associations that are evoked in the mind o
f the consumer. The 'brand personality' is what people think and feel, conscious
ly and subconsciously, about a company identity or product and is described the
same way as we would a person. It is necessary to create the right image i.e. on
e that closely matches consumers' feelings and expectations of what the product
should be like. Marketing managers try to build on associations between products
and other aspects of life. Sponsorship is one way of building these brand assoc
iations. Sponsorship involves providing financial support, creative input, media
support, and experience to an important event or activity organised by another
party. In return, the company receives a public opportunity to be seen to suppor
t and be associated with an event, activity or person. Sponsorship is a crucial
part of a public relations strategy because it is possible to reach a target aud
ience with a specific message.
21
BRAND POSITIONING
'Coca-Cola's' brand personality reflects the positioning of its brand. The proce
ss of positioning a brand or product is a complex managerial task and must be do
ne over time using all the elements of the marketing mix. Positioning is in the
mind of the consumer and can be described as how the product is considered by th
at consumer. When researching the positioning of a product, consumers are often
asked how they would describe that product if it were a person. The purpose of t
his is to develop a character statement. This can ensure that consumers have a c
lear view of the brand values that make up the brand personality, just like the
values and beliefs that make up a person. Many people see 'Coca-Cola' as a part
of their daily life. This affinity between the brand and the consumer leads to a
high degree of loyalty and makes the purchasing decision easier. Brand position
ing guides 'what' will be communicated in the company's advertising, while the c
haracter statement guides 'how' a message should be delivered or put across.
22
SPONSORSHIP AND MARKETING The Marketing Mix is the name placed on the '4Ps' of m
arketing: Product, Place, Price, and Promotion. It is this fourth element, Promo
tion, which is focused by Coca Cola. This involves communicating the benefits of
a product to increase sales and ultimately profits. There are four main methods
of promoting the benefits of a brand. Advertising Personal Selling Public Relat
ions & Sponsorship (PR) Sales Promotion The combination of these four methods co
nstitutes the Promotion Mix. Public Relations is about communicating with the me
dia to create good publicity for a firm or its products. The media then communic
ate these activities to the public. Public Relations one of the marketing depart
ment's functions is to manage public relations and maintain a positive and benef
icial image of the firm's policies and products. The aims of the Public Relation
s Manager liaising with the marketing function are to:
● Make the public aware of the existence of the firm and maintain the good name an
d image of 'Coca-Cola' by issuing press releases, organising news conferences An
d informing the public about the firm's activity.
● Maintain goodwill amongst the public for the company. Goodwill is the likelihood
that the existing customer will return and can be equated with brand loyalty. B
rand loyalty occurs when customers repeat-purchase a particular branded product
on a regular basis. 'Coca-Cola' has a high level of brand loyalty. When you want
a drink do you automatically pick up a bottle of 'Coca-Cola 23
BRAND VALUE IN INTERNATIONAL EVENTS
Coca-Cola's powerful brand personality has become a vehicle for promotion in its
own right, sponsoring many events both on a global and local level. The company
has long been associated with global events such as The Olympic Games, The FIFA
World Cup, Rugby World Cup and Special Olympics. Coke has also been linked to w
orld fairs and national exhibitions since 1905. With the Olympics blossoming in
popularity and complexity, increased attention has been turned to serving the gr
owing crowds and to supplying the needs of the athletes and organising committee
s. In many countries where Olympic associations lack full government sponsorship
local bottlers of 'Coca-Cola' donate funds to aid potential Olympians as the pa
rtnership of 'CocaCola' and the Olympics continues to grow. 'Coca-Cola' was the
official sponsor of the Olympics 2000 Games held in Sydney maintaining an unbrok
en presence at the games since 1928. The company has already contracted to spons
or both the Summer and Winter Games through to 2008. 'Coca-Cola' was the officia
l global sponsor of the Special Olympics held in Ireland in 2003 (this was the f
irst time the games had been hosted outside the US). As the Olympic Movement's l
ongest-standing corporate partner, 'Coca-Cola' has aided the evolution of games
together with more than 190 National Olympic Committees assisting thousands of a
thletes in the irtraining.
24
BUSINESS OVERVIEW Coca – Cola, the world‟s most famous brand completing 121st year o
f its existence on 8th May this year. Today the Company is an unquestionable lea
der in the world business of non – alcoholic beverages. Coca –Cola is the world‟s larg
est selling soft drink & arguably the most successful product ever marked in the
history of commerce. More than one billion serving of Coca – Cola products are co
nsumed everyday around the world in more than 200 countries. In India, Coca – Cola
operates through the Coca – Cola India Division Office situated at Gurgaon near N
ew Delhi. Hindustan Coca – Cola Beverages Pvt. Ltd. is the fully owned subsidiary
of the Coca – Cola India which runs a number of bottling plants all over India. Hi
ndustan Coca – Cola Beverages Pvt. Ltd., Varanasi is one of the key unit in East U
.P. This unit is situated at approximately 18 KM from the city and 40 KM from th
e nearest airport of Varanasi. The unit has a single bottling line of 600 bottle
s per minute capacity. Almost all brands of Coca – Cola Company, prominent amongst
them, Coca – Cola, Thums – Up, Sprite, Fanta Kinley Soda etc.., are manufactured he
re. The sizes of packaging vary from 200 ml, 250 ml, and 300 ml to 1 liter capac
ity. Returnable glass bottle (RGB) is the only package used. Glass bottles are h
andled in plastic reusable crates. Thus there is no any significant environment
impact because of packaging. The raw materials are used are Water, Sugar, Concen
trate & Carbon Di – Oxide Concentrate plant near Pune supplies the Concentrate to
this bottling unit. The wasted generated during the manufacturing process are ma
inly waste water & non – hazardous solid waste in saleable and non – saleable catego
ry. Saleable waste includes broken glass, plastics , papers, gunny bags, metal s
crap & other miscellaneous waste. Obviously the saleable waste is recycled or re
used as raw material to businesses and industrial activities and has no adverse
environmental impact. Non – saleable waste consists of biological ETP Sludge, used
carbon, garbage and canteen waste etc.
25
Manufacturing Process: The Coca – Cola are committed to manufacture our products w
ith utmost care and with quality at top priority which makes it the world leader
in soft drink industry. Following is an over view of the stringent processes ad
opted in manufacturing before our quality product reaches finally to our proud c
onsumers. Water Treatment: The company at HCCBPL Varanasi follows a batch treatm
ent process for water treatment which includes coagulation & flocculation. The m
ethod ensures disinfection and setting of all macro impurities and thereafter it
is passed to sand, carbon filters to remove off odor, off color, off taste & th
us it is strictly bought in line with the WHO requirements. We are also using st
ate of the art – micron filtration process where the water is filtered up to the e
xtent of 1 micron before it is fed to the process. This extensive treatment of w
ater under strict monitoring & sampling for quality leads to pure hygienic water
with the highest quality meeting the Coca – Cola standards.
Syrup Preparation: Coca – Cola uses the highest quality of sugar which is controll
ed & ensured by it‟s stringent prelaid standards, which serves as the strict crite
ria 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 el
evated temperatures. It is then passes through a filter press which removes the
carbon particles and other impurities before it declared fit for Concentrate mix
ing. In the ready syrup tank the predefined quantity of Concentrate is mixed to
the simple syrup in very strict hygienic conditions to yield final syrup.
26
Container Washing: Container washing has been identified as one of the major cri
tical control point in the entire manufacturing process & that‟s the reason that c
ompany has laid some of the very stringent & foolproof systems which ensures Coc
a – Cola product to be of the highest quality & reflects our commitment towards de
livering the best in class product to the consumers. The bottles received from t
he market are loaded on the conveyor by the uncasing machine and the arrays of u
nwashed bottles passes through the four pre – wash inspection, stations which ensu
res removal of rusty neck bottle excessively dirty bottles, bottles carrying for
eign matter, foreign bottles. And thus the good bottles posses into the bottle w
ashing machine which uses intensive mechanical & chemical processes to clean and
disinfect the bottles thoroughly and ensure that the bottles to be ready for fi
lling. However as an additional safety, there is again a post wash inspection st
ation comprising of 4 sub stations, which ensures removal of the chip necked bot
tles & suspected bottles from the lot. Thus the bottles are subjected to series
of stringent inspections before it is fed to the filler for filling. Specificati
ons.It is carried out by an Italian Machine – MOJONNIER. Filling & Crowning: The c
hilled carbonated beverage fed by the MOJONNIER is filled into the bottles throu
gh a rotary machine named FILLER. The bottles are immediately crowned by crowner
(adjacent to the filler ) and thereafter the bottles passes through the Date Co
ding machine which enable the consumer to be 100 percent sure of consuming a per
fectly safe & fresh product. Final Inspection: After date coding, there is once
again a final inspection station where light inspectors remove all low or high f
illed bottles and permit only the saleable product to pass through for casing to
the caser machine. 27
Managing the waste water: Production lines generate waste water from bottle wash
ers, Syrup & Filler rooms. Entire waste water generated is treated at Waste Wate
r Treatment Plant and discharged through an 800 meters long pipeline specially l
aid to discharge treated waste water away from inhabited areas. Part of this wat
er is being used for gardening purposes within the plant premises.
Market and Customers: Once the finished product is ready it is transported to di
stribution centers and then to retail outlets by way of route trucks. The consum
ers buy the soft drinks from the retailer outlets. The empty bottles are simulta
neously collected by the distribution channels at the time of dispensing the fin
ished product.
Suppliers and Other Business Partners: Other than water and concentrate, bottlin
g operation requires Sugar, CO2, bottles, crates and other miscellaneous materia
l. The Coca – Cola India Division has a Supplier authorization program where suppl
iers are authorized Based on a defined criterion. Environmental considerations a
re amongst the critical of these criterions.
Employees, Plant and 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 educational level
of the employees is good. Obviously, they have a good expertise in water treatme
nt & purification processes. Extensive in – house training programs are conducted
28
to maintain the competency of the manpower in respective areas. The plant & mach
inery consists of state of art bottling machinery and test equipment to get cons
istent quality product at the optimum usage of raw materials. The plant also has
an extensive quality test laboratory with equipment like spectrophotometer, den
sity meter, micro lab etc. to conduct on the spot tests at various stages of pro
duction. A typical bottling line will consist of uncase pre wash inspection stat
ion – conveyers bottle washer – post wash bottle inspection station – filler – final lig
ht inspection station – conveyor – and caser. Water treatment plant supplies treated
water for beverages and syrup preparation. Plant utilities support the producti
on fulfilling the requirement of compressed air, refrigeration, power & steam su
pply.
29
Critical Success Factors As Perceived By The Organization: Critical success fact
ors that the company has identified are Product quality, availability, affordabi
lity, and freshness of the product. In the words of Mr. Dough Daft, “The Coca – Cola
Company exists to benefit and refresh everyone who is touched by our business.” T
he Company believes that good environmental performance & environmental leadersh
ip will make its operations more efficient, cost effective and lead to high qual
ity product. It also believes that good environmental performance will enhance i
ts community relations & leadership in the market place. The Eco policy clearly
states that “We will conduct our business in ways that protect, preserve & enhance
the environment.”
In the words of Chairman of the Coca – Cola Company ……….. “Implementation of Coca – Cola En
ironment Management System, Eko system, throughout our organization will help us
to protect & grow our business through continued environmental leadership. The
management system should the part of the annual business planning process of all
groups, divisions & bottlers in our system. I encourage all company associates
to use the Eko system to help us continue to improve our record of environmental
excellence.”
30
DISTRIBUTION CHANNEL IN ALLAHABAD
At present, the Cola‟s products are produced in the plant (Rajatalab) and it‟s trans
ferred to various distributor throughout the according to demand and company tar
get.
HINDUSTAN COCA COLA BEVERAGES LTD.
Distributor
Distributor
C&F
Whole Seller
Whole Seller
Whole Seller
Retailers
Retailers
Retailers
Retailers
CONSUMERS
31
HINDUSTAN COCA COLA BEVERAGE, ALLAHABAD
Segmented Market: Geographical Segmentation Region Wise. Target Market: East mar
ket according to the situation of Coca – Cola Plant, Rajatalab, Varanasi Targeted
Area: Civillines, Kareli, Katra, Alopibag, Allahpur, Teliarganj, T.P.Nagar,
jhunsi,Naini, jhonsonganj, Kydganj, Bairahna, Gaughat, Phaphamau, Ashok Nagar,Lu
kerganj, Manauri,
Target Agencies: 1. Nirmal Enterprises 2. Gaurav Enterprises 3. Dubey Enterprise
s 4. Love Geru Enterprise
32
COKE PRODUCTS IN ALLAHABAD MARKET Product Available in Allahabad Market & Rates,
Volumes, Profit, Cost, as on July 2009 Coca – Cola has a wide range of product at
different volumes Product Line Coca – Cola Thums- up Sprite Limca Fanta Maaza
B) Maaza Tetra Kinley Soda Kinley Water MMPO Product Volumes Available 200 ml 2
0 ml 300 ml 330 ml 600 ml 1 lit 1.2 lit 1.25 lit 2 lit 2.25 lit
33
PACKAGING AND PRICING
VOLUME 200 ml. 300 ml 600 ml 1.25 lit 2 lit CAN 330 ml SODA 300 ml KINLEY (WATER
) 1 lit MAAZA 250 ml 600 ml 1.2 lit
NO. OF BOTTLE 24 24 24 12 09 24 24 12 24 24 12
COST 148 216 450 378 423 540 124 110 216 552 504
34
BEST BEFORE DATE
RGB (200 ml, 300ml) Mobile (600 ml) Can (330 ml) Pet (1.25 lit) Pet (2 lit) Maaz
a (250 ml) (600 ml) (1.2 lit)
6
Months
2.5 Months 6 Months 3 Months 3 Months 6 Months 6 Months 6 Months
Prices per bottle on different volumes Soft Drinks: VOLUME 200 ml 300 ml 330 ml
600 ml 1.25 lit 2 lit Maaza 250 ml 600 ml 1.2 lit MMPO 400 ml 01 lit COST 08 10
25 20 35 50 10 25 45 25 60
35
PROUCT PROFILE
1. THUMS UP Thums Up is a leading carbonated soft drink & most trusted brand in
India. Originally, introduced in 1977, Thums was acquired by the Coca – Cola Compa
ny in India. Thums Up is known for its strong, fizzy, its confident, mature & un
iquely masculine attitude. This brand seeks to separate the men from the boys.
2. COCA COLA
Coca-cola is the basic product of its company and in India it has a strong image
and high sale to. It comes in different packs like of 300 ml, 1.25 lit, Can etc
.
36
3. SPRITE Sprite is worldwide ranked as the No. 4 soft drink & is sold in more t
han 190 countries. In India, Sprite was launched in year 1999 & today it has gro
wn to be one of the fasted growing soft drinks. Today Sprite is perceived as a y
outh icon. Why? With a strong appeal to the youth, Sprite has stood for a straig
ht forward & honest attitude. Its clear crisp refers hingtaste encourages the to
day‟s youth to trust their instincts, influence them to be true to who they are an
d to obey their thirst.
4. LIMCA Lime n‟ Lemony, the drink that can cast a tangy refreshing spell on anyon
e, anywhere. Born in 1971 Limca has been the original thirst choice, of millions
of consumers for over 3 decades. The brand has been displaying healthy volume g
rowths year on year and Limca continues to be the leading flavor soft drink in t
he country. The success formula? The sharp fizz & lemony bite combined with the
single minded positioning of the brand as the ultimate refresher has continuousl
y strengthened the brand franchise. Limca energizes refreshes & transforms. Dive
into the zingy refreshment of Limca and walk away a new person………..
37
5.FANTA Internationally, the „orange‟ drink of Coca – Cola Company, is seen as one of
the favorite drinks since 1940‟s. Fanta entered the Indian market in the year 1993
. Over the years Fanta has occupied a strong market place and is identified as “Th
e Fun Catalyst”. Perceived as a fun youth brand, Fanta stands for its vibrant colo
r, tempting taste and tingling bubbles that not just uplifts feelings but also h
elps free spirit thus encouraging one to indulge in the moment. This positive im
agery is associated with happy, cheerful & special times with friends.
6.MAAZA Maaza was launched in 1976. Here was a drink that offered the same real
taste of fruit juices and was available throughout the year. In 1993, Maaza was
acquired by Coca – Cola India. Maaza currently dominates the fruit drink category.
Over the years, brand Maaza has become synonymous with mango. This has been the
result of such successful campaigns like “Taaza Mango, Maaza Mango” and “Botal Mein A
am, Maaza Hain Naam”. Consumers regard Maaza as wholesome, natural, fun drink whic
h delivers the real experience of fruit. Position: The current advertising of Ma
aza it as an enabler of fun friendship moments between mom & kids as mom trusts
the brand and the kids love its taste. The campaign builds on the existing equit
y of the brand & delivers a relevant emotional benefit to the moms rightly captu
red in the tag line “Yaari Dosti Taaza Maaza”.
38
7. MMPO. Hindustan Coca – Cola Beverages Pvt. Ltd. is proud to introduce Minute Ma
id Pulpy Orange to North India, one of the world‟s largest juice drink brands. Rig
ht mix of sweetness & real orange pulp has made MMPO the most preferred juice dr
ink brand Across many countries. Consumer tests done by leading international Re
search Consultants have Proven the same. The launched will be supported with hea
vy television advertising, outdoors, promotional activities & consumer sampling.
Minute Maid is ready to refresh you and your customers & also will boost your B
usiness and further strengthens our close relationship with you.
8.KINLEY WATER: Ritual pure water, a thirst quencher that refreshes a life givin
g force that washes all the toxins away. A ritual purifier that cleanses, purifi
es, transforms. Water, the most basic need of life, the very sustenance of life,
a celebration of life itself. The importance of water can never be understood.
Particularly in nation such as India where water governs the lives of the millio
ns, be it as part of everyday rituals or as the monsoon which gives life to the
sub - continent. Kinley water understands the importance & value of this life gi
ving force. Thus, Kinley water promises water that it as pure as it is meant to
be. Water you can trust to be truly safe and pure.
39
9. BONAQUA WATER: Bonaqua water came in 2008, with the assurance of safety from
the Coca – Cola Company. That is why we introduced Bonaqua with reverse – osmosis al
ong with the latest technology to ensure the purity of our product. That‟s why com
pany go through rigorous testing procedures at each & every location where Bonaq
ua is produced. Because company believe that right to pure, safe drinking water
if fundamental. A universal need that can‟t be left to change. Fire to cleanses, p
urifies, transforms. Water, the most basic need of life, the very sustenance of
life, a celebration of life itself.
40
COMPETITORS
The competitors to the products of the company mainly lie in the non-alcoholic b
everage industry consisting of juices and soft drinks. The key competitors in th
e industry are as follows: PepsiCo: The PepsiCo challenge, to keep up with archr
ival, the Coca-Cola Company never ends for the World's # 2, carbonated soft-drin
k maker. The company's soft drinks include Pepsi, Mountain Dew, and Slice. Cola
is not the company's only beverage; PepsiCo sells Tropicana orange juice brands,
Gatorade sports drink, and Aquafina water. PepsiCo also sells Dole juices and L
ipton ready-to-drink tea. PepsiCo and Coca-Cola hold together, a market share of
95% out of which 60.8% is held by Coca-Cola and the rest belongs to Pepsi. Nest
lé: Nestle does not give that tough a competition to Coca-Cola as it mainly deals
with milk products, Baby foods and Chocolates. But the iced tea that is Nestea w
hich has been introduced into the market by Nestle provides a considerable amoun
t of competition to the products of the Company. Iced tea is one of the closest
substitutes to the Colas as it is a thirst quencher and it is healthier when com
pared to fizz drinks. The flavored milk products also have become substitutes to
the products of the company due to growing health awareness among people. Dabur
: Dabur in India, is one of the most trusted brands as it has been operating eve
r since times and people have laid all their trust in the Company and the produc
ts of the Company. Apart from food products, Dabur has introduced into the marke
t Real Juice which is packaged fresh fruit juice. These products give a strong c
ompetition to Maaza and the latest product Minute Maid Pulpy Orange.
41
RIGHT EXECUTION DAILY

RED held every end of the month to check the availability of products, purify th
e visi cooler & chest cooler, marketing elements etc.

In RED Company emphasizes on the setting up a cooler either into outlet or outdo
or. Set up Menu Boards with Combo and setting up of Hanging Rack. Setting up War
m Display which attracts the attention of customers. Setting up the price cards
or price stripes. Available essential marketing elements with full of refrigerat
or inside and crates outside for display, of Coca –Cola product, not other brand.
It attracts the customers.

There are different channels (Grocery, E&D, and Convenience) and VPO (Diamond Go
ld, silver). Accordingly it arrange the brands, make there availability.

It adds the points of Market developer (MD) and Market Developer Executive (MDE)
.
42
DISPLAY: Right Execution Daily
43
1. Grocery Stores: Outlets primarily engaged in retailing of food and various ho
usehold items. It includes Grocery (Outlets dealing mainly in Grains, Provisions
, Spices, Edible oil, Vanaspati etc.) and General Stores (Outlets selling items
of day to day requirement & stocking a variety of branded products.)
Activated Grocery Outlet - Representation
44
2. Eating & Drinking (E & D) Stores: Outlets selling items to eat which are brin
g cooked within outlet, made at the outlet with possibility of consuming those p
roducts within the outlets. The outlet may have a place to sit. It includes Bake
ry / Mithai Stores / Restaurants / Bars / Juice Centers / Soft Drinks Shops / Ic
e – cream Parlors Tea Shops etc.
Activated E&D Outlet - Representation
45
3. Convenience Stores: It includes outlets which are small stores or shops, gene
rally, accessible locally. These are often located alongside busy roads. It incl
udes Chemists / STD Booth / Pan Beedi Shops etc.
Activated Convenience Outlet - Representation
46
EACH DEALER SURVRY
Each Dealer Survey means the information of all the outlets. It measures the eve
ry outlets problem, requirements, and asks their satisfaction with the Company.
In this procedure we go to each shop and meet the shopkeeper. There are differen
t region & different shopkeeper having unique nature. Some are satisfied with Co
ke and some are not. Sometimes they talk in a rude manner and sometimes they are
polite due to satisfaction. We not only try to solve their problems by forwardi
ng it to higher authority but also convince them to sell more and more by provid
ing them immediate offer within one week. Their problems would be refrigerators
not performing well, light is not working, cooling problem, carelessness of sale
sman who does not maintaining the orders, not going to every outlets daily.
47
MARKETING IMPACT TEAM
Marketing Impact Team (MIT) means a group of members who work together to enhanc
e the sale of the Coke product in a large number as well as it provides the oppo
rtunity for the company to find the weak points of that particular area. We had
to go different places such as NAINI, JHUNSI, PHAPHAMAU, TELIARGANJ etc for intr
oduce new product as well as increase the sale with our ability & caliber. We ma
de the planning, scheme, strategy to improve the sale. When a team goes somewher
e for MIT, the sale automatically improve because when if a person says somethin
g about the product then there is chance that he may not fully convience the cus
tomer.But if a team says something it affect the customer more.
48
INTERNSHIP SPECIAL ACHIEVEMENT
I was being given the opportunity to show my qualities, skills and whatever I ha
ve learned from the past 15 or 16 days in my internship period. I was being assi
gned in locality, Civil Lines, Jhunsi, Naini, Teliarganj. Here I was asked to lo
ok after the market of this particular area for two weeks and maintain the RED o
f the market. By the support of my sales executive and Fat Dealer, I came to awa
re about the market of this small locality.
Market Condition Civil Lines market is totally a Representative market. As it is
heart of city, everything is available quite easily for the consumers. This mar
ket is full of rest houses, hotel and restaurants which provides standard as wel
l as average facilities to the customers. Servicemen and others visit here whole
day and late night. Although the area and market was small, but there was no si
ngle retailer or customer who fulfilling the RED criteria. There were only 22 RE
D shops but the Fat Dealer was not been able to maintain his market. I saw that
consumer is asking for the cola beverage but due to unavailability of it, shopke
epers offered them other drinks.
The Problem ► No proper supply in the market by fat dealer. ► Customers (retailers)
rarely got any offers from dealer side. ► Visi-cooler was not working in many shop
s. ► Purity is not maintained in almost all shops.
49
What I Have Done ► I maintained a warm relationship with the customers. ►Came to awa
re about their problem. ►Assured them of regular supply of beverages and other mar
keting elements. ►Each day I moved in the market and took the order from customer
by myself. ► Persuade them to sell as much by providing them offers and discounts.
THE EFFECT ► The market was completely changed. ► Sale increased drastically. ► All ma
rketing elements were being available in every shop. ► Impurities have been remove
d from all visi-cooler.
50
RESEARCH OBJECTIVE
Primary Objective. ► To understand the Brand Value of Coca Cola. The primary objec
tive of my research is to know the Brand value of Coca Cola. As there are number
of cola‟s Product available in the market, the company is facing a tough competit
ion from not only Pepsi but also from some of the other local soft drinks and ju
ices. Secondary Objective. ►To understand the impact of Brand image in consumer mi
nd. ►To know the Impact of packaging and advertisement. ►To analyze the consumer sat
isfaction level ►To identify the consumer buying behaviors and their brand Prefere
nces. ►To identify the segment of consumer according to different cola’s Brand. ► To i
dentify the impact of brand value. ► To identify the role of brand value in increa
sing sales volume. The secondary objective of my research is associated with the
impact of Brand image in the mind of consumer and to understand that whether pa
ckaging and advertisement stimulate the consumer to change their preference.
51
RESEARCH METHODOLOGY
Research in common refers to a search of knowledge. One can also define research
as a scientific & systematic search for pertinent information of a specific top
ic. It is the pursuit of truth with the help of study observation, comparison &
experiment. DEVELOPING RESARCH PLAN: After deciding the objective of marketing r
esearch the next step is deciding Research plan for gathering effective informat
ion related to this research project. The research consists of following steps,
which are discussed subsequently. Research Design. Exploratory Research/ Descrip
tive Research. The Research design which I have used in preparing this Project i
s of Exploratory and Descriptive Research. The reason of being chosen these two
Design because my objective is to know the brand value of coca cola. For achievi
ng the objective, I must need the detailed study of consumers and Retailers opin
ion which can penetrate the sale of coke, and at the same time I have to frame a
bout different perception of the Customer which is in his or her mind while purc
hasing different drinks. Data Collection Method. During project study I use both
primary as well as secondary data source. For primary data collection I visited
various consumers and retailers of different areas of Civillines, Jhunsi, Allah
pur,Alopibag, Allahpur,Kydganj and Teliarganj of Allahabad. For secondary data I
went through Journals and Internet. The information collected is relevant, corr
ect and unbiased.
52
Data Collection Devices. Personal Interview I have collected the data through Pe
rsonal Interview. In Personal Interview, I went through different location of Al
lahabad and collected the data from consumers and the retailers. I have taken da
ta from different small stores, organized retail stores and Mall.
Importance of being using personal Interview? I have selected these devices beca
use according to my objective I have to collect the data from different sample l
ike Students, Professionals, House- wives, children and Retailers I have to visi
t to Mall, retailers, Institutes and other Public Places where I get the informa
tion regarding my objective of the research. Without Personal Interview it is no
t possible to collect this information.
Population: The Population which I have selected is of entire area within Nirmal
enterprises. The total consumer of the cola‟s market within this region is around
Two Lac. Sampling Size: Total Sample Consumer Retailer Area of Survey Duration
: 300 : 200 : 100 : Allahabad : 45 days
53
Sampling Unit: a . The Retailer Sampling Unit. I have taken the sample of 100 re
tailers into seven (7) sampling units within area of Nirmal enterprises. The dis
tribution of the sample is as-25 sample from civil lines, 10 sample from alopiba
g, allahpur, 10 from jhunsi, 20 from teliarganj, 15 from Kareli, 10 from katra,
and 10 from Kydganj, b. The Customer Sampling Unit I have divided the sample of
Two hundred (200) customers into seven (7) sampling units. It included the 40 cu
stomer of Civillines, 40 of Allahpur, 30 of Teliarganj, 25 of Kareli, 20 of Katr
a and 15 of Kydganj, 30 customer of Cantt, who were either Student, Professional
s, Housewives, adults or Children. Dwelling Units: I have not selected any dwell
ing unit. I have collected the data from the students, working women, children a
nd adults as individual. I didn‟t went to any house or didn‟t take the data from any
family as a whole. Sampling Plan: Probability Basis. I have selected the sampli
ng plan on Probability basis. I have chosen the sample of customers and retailer
s on random basis.I have chosen the sample on probability basis because it gives
us every unit of population a known and non zero probability of being selected.
And it implies equal probability to every unit in the population. How large the
sample selected. I have selected the total sample of 300 in which there is 200
samples were of consumer and 100 samples were of retailers.
54
Why this sample size has been chosen. I have chosen the sample size of 300 becau
se this sample size provide us the approximate details to reach a valid conclusi
on and suggestion to the company regarding my objective of the research. Difficu
lties Experienced in Contacting Designated Sample Elements
I have faced lot of difficulties while collecting the data from different sample
s I have taken. a. Customer Behavior. The behavior of the few customers was not
good. Some of them are very aggressive in their nature and misbehave with me whe
reas some of them didn‟t respond. b. Retailers Behavior. Few of the retailers wher
e I went to collect the information, they didn‟t give their suggestion and not eve
n filled the questionnaire form. Some retailers had no time to give the response
of the questionnaire. c. Weather Condition I have collected the sample in the m
onth of June-July which was very adverse because of monsoon. The customer didn‟t w
ant to fill the form in this weather and were not ready to listen me even for a
while. d. Transportation Problem. I have faced transportation problems to reach
to different area of the defined region. No Biasness. While I was doing the rese
arch, I have face whole lot of problems, but even after that there is no biasnes
s in my research process. Field work. I have do the field work by collecting the
data from different sources which is in the form of questionnaire. I also colle
cted some secondary data from the City office of Coke, Allahabad. I 55
went to different book stalls to collect the details about coke from journals, N
ews papers and Magazines etc.
Research Instrument: The research instrument used was Questionnaire form. In whi
ch market information detail of each outlet and Customers should be filled in fo
rm. For this I have visited hundred major retail outlets of Nirmal Enterprises a
nd check all the brands and packs of different drinks which are available or not
or which one is available in comparison with Coke and filled it in the Retailer
Questionnaire forms. In my research process I have used closed ended & open-end
ed questionnaire where respondents could answer in their own manner. Through thi
s I was able to extract information from the respondents about Coke and its comp
etitors. Sampling Plan: In designing the sampling plan following points were con
sidered: Contact Method: In my research process, I have collected information th
rough personal interview process with the help of Questionnaire. I use this meth
od because it is the most reliable & accurate method for collecting primary data
. The secondary data has been collected through different reliable sources. It i
ncludes internet and Newspaper. Methods of Data Interpretation: In this market s
tudy I have used pie chart for data analysis & interpretation because pie chart
is the easiest & comprehensive medium for presentation of data. The universe stu
died is the sum of the consumers and retailers within Nirmal enterprise area.
56
FINDINGS AND ANALYSIS
Krishna Enterprises:
•
Position of SGA : 200 (Coke)
Total no. of SGA Coke SGA: VC CC EBC •
68 18 9
Position of Outlet
Total no. of outlets : 175 (Coke) + 65(Pepsi) =300
• Loading Vehicles Total No. of Vehicles: Vikram Tempo Pick Up Tata 407 Trolley 1
2 6 2 1 3
57
DATA INTREPRETATION
(BASED ON CUSTOMER’S QUESTIONNAIRE)
You are a?
The above graph shows that out of 200 samples, 47 % is of students, 27 % is of P
rofessional, 16 % is of House wife and rest 10% includes others.
58
Which cold drink you like most?
The above graph shows that percentage of consumer who drinks beverages is more t
owards Coca Cola which is about 53%, Pepsi consumers are 43% and rest 4% is of e
ither Dabur or any other drinks.
59
Have you ever taste Coke?
Taste of Coke
200 150 100 50 0 No.of Person
Yes 187
No 13
The graph indicates that about 93.5% of consumers have taken the taste of coke a
tleast once in their life. Only 6.5% of consumers have not tasted coke.
60
From how long are you taking Coke?
The above graph represent that 43.5% of consumers are taking coke from more than
three years, 45% are taking it from last three years, 7.5% are taking it from l
ast one year and rest 4% are taking it from one year.
61
Which brand of Coke customer like most?
No. of Person
90 80 70 60 50 40 30 20 10 0 Thumps Coca-cola Sprite Maaza Other 25 46 26 16 87
No. of Person
Almost 43% of total sample have their view that Sprite is their favourite brand,
23% said that they like Coca Cola, 13% preffered Maaza, 12.5% have given their p
reference to Thums-Up, and the remaining 8% have no particular preferences.
62
Does the price matter to consumer?
The above graph indicates that 61.5% of consumers said that they go for the prod
uct according to the price they are having only upto some extent, 35.5% have sai
d that price matters to them, and the remaining 3% says that price doesn‟t matters
to them when there is quality product.
63
The price of Coke is?
Total out of 200 sample, 168 have their view that the price of Coke is average,
18 samples said the prive is expensive whereas 14 indicated that its cheaper in
comparision to other local drinks.
64
Is it give you the value of the money?
The graph interpret that 120 sample out of 200 agree that coke gives the value o
f their money, whereas 52 have expressed their view that it can‟t give them the va
lue of their money, and the rest 28 are not been able to express their view.
65
Customer generally came to know about Coke products through…
The above graph indicates that 64% of the customer aware of Coke product through
television advertisement, 12% came to know about it through newspaper, 6% throu
gh magazines, and rest 18% knows it through other media like hoarding, banner, d
isplay etc.
66
The Product Image of Coke is?
The above graph indicates that 52 out of 200 consumers have very good image of c
oke in their mind, 82 rated it as a good drink, 56 have average product image of
coke, and the remaining 10 have poor product image of coke in their mind.
67
The packaging of Coke is?
The above graph indicates that 43% of consumer have expressed their view that Co
ke has an attractive packaging, whereas 32% have view that it ahs good packaging
, 17 % think that it has average packaging and the rest 8% said that it has poor
packaging.
68
Has advertisement stimulates to change the preference?
The above graph shows that advertisement stimulates to change the preference of
about 51% of consumer, while 26.5 have no effect of advertisement on them, and t
he rest 19.5% of consumers agrees that they affected by advertisement only on so
me specific offers.
69
Attachment for particular brand.
Out of 200 samples, 148 have very strong attachment to any particular brand wher
eas only 52 have expressed their view that they have no any attachment to any pa
rticular brand.
70
Percentage of customer suggested others to taste Coke.
The above graph showing that 126 consumer have suggested others to taste coke, 4
4 have not suggested to take any drink, and remaining 30 said that they did not
remember that whether they have suggested others to take coke or not.
71
Percentage of customer who will taste the new brand of coke if introduce in the
market.
The above graph showing that out of 200 consumers, 158 will try the new brand of
Coke if it will introduce in the market, whereas 42 said that they will not go
for the new brand of coke.
72
DATA INTREPRETATION
(BASED ON RETAILERS QUESTIONNAIRE)
Drink they are selling.
The above graph indicates that out of 100 samples of retailers, 34 are selling c
old drinks, whereas only 6 are selling juice and 60 retailers are selling all th
e beverages.
73
Maximum demand is for.
The above graph indicates that according to retailers, the demand of Coke is mor
e which is expressed by 52 retailers, 46 of them said that the demand of Pepsi i
s more and the 2 said that other products have more demand like Dabur Real .
74
Peak season for cola’s?
When talked to the retailers, 87 out of 100 have their view that summer is the p
eak season for cold drink market, 9 said that winter is the good market and the
rest 4 said that other season is good for the sale of cold drinks.
75
What attracts customer while buying the Cola’s?
display 14% taste 23% pricing 36%
packaging 27%
packaging pricing taste display
The above graph indicates that pricing attract more, it has been stated by 36 re
tailers out of 100, according to 27 retailers it‟s the packaging which attracts th
e customer more, 23 said that taste attracts the customer, and 14 have their vie
w that its display which attracts the customer more.
76
More margin is given by?
others 5%
coke 28%
pepsi 67%
The graph indicates that almost 67 retailers have said that Pepsi gives them mor
e margin as compared to Coke, whereas 28 have clearly said that Coke are giving
them more margin then Pepsi, while the rest of 5 said that other drinks company
gives them more margin.
77
Frequent buyers?
According to 67 retailers, their frequent buyers are Adults whereas 21 said that
children come frequently to their shop, and the remaining 12 said that mix grou
p of customers comes over their shop.
78
Which pack has more selling?
Referring to the graph, the sale of 250-300 ml bottle is more (according to 61 r
etailers), 23 retailers have view that 600 ml pack has more sale. 7 retailers sa
id that 1.25 litre has more sale, and rest 9 said that its 2 litre bottle whose
sale is more.
79
Good distributor?
The above graph indicates that out of 100, 500 retailers have their opinion that
Pepsi has the good distribution network, whereas 41 retailers have their view t
hat Coke is having a good distribution network, and remaining 6 said that other
companies like Dabur and Parle agro have good distribution channel.
80
FINDINGS ON BASIS OF RETAILER QUESTIONNAIRE
After collecting the data from 100 retailers, I found the following which are:
Key Finding 1. The distribution channel of coke is very poor in some of areas. O
ther Finding. 1. Every retailer wants that vehicle should come in the morning so
that they Will keep the bottles in the fridge as soon as possible. 2. Marketing
elements attract consumers. 3. The profit margin on coke is less than Pepsi. 4.
Some shopkeepers do not get scheme on time. 5. Majority of retailers is asking
about Boards, Openers & Counters. 6. The frequent buyers are adults. 7. Packagin
g attracts customers. 9. The demand of Thums up, Sprite and Maaza is more than o
ther coke products. 10. The demand of cola‟s is very high in summer.
81
FINDING ON THE BASIS OF CONSUMER QUESTIONNAIRE
Key Finding. 1. Marketing elements attract consumers. Other Finding. 1. Most of
the customer prefer Thums-up. 2. Advertisement makes impact on consumers buying
behaviour. 3. Price doesn‟t matter to many. 4. People doesn‟t strict to any particul
ar brand. 5. The preference of consumer is more towards Coke instead of Pepsi.
82
RECOMMENDATIONS
1. Company should must improve its distribution network if they want to compete
with major brands. 2. Company should appoint competent & honest salesman so that
they could provide schemes to the entire retailer‟s and cover their full route. 3
. Instead of increasing the number of flavour of its cola, the company has to th
ink to increase the different quantity of packaging, so that it can attract more
customer. 4. Retailer are not getting the benefits on purchasing the large numb
er of crate and few of the retailers complained about it. So there should be fre
quent visits of Executive to their respective areas to keep the shopkeepers bene
fited with various schemes. 3. Delay in starting of supply vans from respective
depot should be checked and a proper time register should be maintained.
4. Most of the retailers are complaining about non-fulfillment of commitments re
garding their sampling. Company should make sure that the retailers get the samp
ling on time so that they are satisfied. 5. Most of the retailers are complainin
g about delay and no replacement of damage bottles. Marketing Management should
sort some solutions to this major problem of replacing these bottles.
83
6. Company should try to give some credit facility to the distributors so that t
hey get motivated. 7. Credit facility for retailers should be provided. 8. Prope
r feedback system should be developed by ensuring regular visits and check rando
mly at the various outlets. 9. There should be requirement to adopt an attractiv
e advertisement strategy which can stimulate the customers. 10. The products mus
t launch in tetra packs so that it can attract the different customers who have
different choices.
84
CONCLUSION
After analyzing all the data and going through all limitations and suggerstion,
I frame the following conclusion about the brand value of Coca Cola in Allahabad
:
Coca – Cola brand is most famous among retailers and consumers. Under Coca – Cola, T
hums Up is most famous brand which is recognized for its strong taste. . There i
s also a large no. of unbranded customers, who are totally retailer oriented. We
should convert them into coke branded customers by good supply to retailers. Ac
cording to this survey 32% retail outlets were captured by Coca – Cola & 12% by Pe
psi. This is a major advantage to us. We can increase this no. by converting mix
outlets into our monopoly outlet by giving them some extra benefits. The Sampli
ng activity was a good first step into the area of Marketing and Sales. It gave
good amount of exposure mainly because after being trained, trainees were given
an opportunity to carry out the process ourselves. It helped in developing a con
siderable amount of convincing skills, because, it took a lot of it to convince
the store managers to give us cooler space to cool the product for 2 hours and e
ven more to convince the customers into tasting the product and to get reviews f
rom them. A good understanding of the market was accomplished as around 700 peop
le were spoken to and that group consisted of a variety of customers. This even
helped in the polishing of communication skills, a must-have to survive and make
it big in the present world. It even gave a good understanding of behavior of c
ustomers when placed in different situations. It was a good opportunity to work
on the skill of patience, as a large number of customers were to be dealt with.
It helped in developing the kind of relations one needs to uphold in the corpora
te world and it helped in building up the right attitude. 85
As all the points in the above mentioned paragraph, are the must-have skills for
anyone in the field of Marketing and Sales, the training period was a good expe
rience and a good stepping stone into the real business world. As a future line
of research, the Marketing and Sales Department at HCCBPL could offer projects l
ike: Analysis Impact of advertisements on the Sales of a particular product Anal
ysis of major trends in the Indian Non-Alcoholic Beverage market Analysis of cha
nging trends in the market for Coca-Cola products Formulation of Market penetrat
ion strategies
86
LIMITATIONS

Findings are based on the views expressed by the consumers. So it may suffer fro
m biased prejudices.

It is extremely difficult to persuade retailer to respond to questionnaire.

Some of the respondents were not co-operative and many seem to be having no inte
rest. The study has not been intended on a very large scale, have the possibilit
y of errors, which cannot be ruled out.

There was a time limitation. Area was specified. Sometimes the weather condition
s were not favorable.
Some retailer knows me as I am from Coke, then there was a chance of being biasn
ess. I had lack of knowledge about the product and the local market. The company
does not provide any financial assistance. The time allowed for the project was
very short. It was impossible to study deeply in that
short period.
87
SAMPLE QUESTIONNAIRE FOR CUSTOMERS
Name – Address -
--------------------------------------------------------------------------------
---------------------------
Contact No. -----------------------------------------------------Q.1- You are a?
( ) Student ( ) Professional ( ) House wife ( ) Others.
Q.2- Which cold drink you like most? ( ) Coke ( ) Pepsi ( ) Other.
Q.3- Have you ever taste Coke? ( ) Yes ( ) No
Q.4- From how long are you taking Coke? ( ) 1 year ( ) 2 year ( ) 3 year ( ) Mor
e than 3 year,
Q.5- Which brand of Coke you like most? ( ) Thums Up ( ) Coca Cola ( ) Sprite (
) Maaza ( ) Other
Q.6-What about the taste of Coke? ( ) Good ( ) Very Good ( ) Average ( ) Can‟t say
Q.7- Does the price matter to you? ( ) Yes ( ) No ( ) Upto some extent.
88
Q.8-What do you think about the price of Coke? ( ) Expensive ( ) Average ( ) Che
ap
Q.9- Is it gives you the value of your money? ( ) Yes ( ) No ( ) can‟t say
Q.10-How you generally came to know about Coke products? ( ) News Paper ( ) Tele
vision ( ) Magazines ( ) Others
Q.11- According to you what is the Product Image of Coke? ( ) Very Good ( ) Good
( ) Fair ( ) Poor
Q.12-The packaging of Coke is( ) Attractive ( ) Good ( ) Average ( ) Dull
Q.13- Has advertisement stimulates you to change your preference? ( ) Yes ( ) No
( ) Rarely
Q.14- Will you strict to particular brand ( ) Yes ( ) No
Q.15-Have you ever suggest others to taste Coke? ( ) Yes ( ) No ( ) Not Remember
89
Q.16-If a new brand of Coke is introduce in the market, Will you taste it? ( ) Y
es ( ) No
Q.17- Your like/dislike about Coke in one sentence? ----------------------------
------------------------------------------------------
90
SAMPLE QUESTIONNAIRE FOR RETAILERS
Name of Retail Outlet ……………………………………. Contact Person Address Contact No. ……………………………………. ……
01. What kind of drink you are selling? ( ) cold Drink ( ) Juice ( ) All
02. Which product demand is more? ( ) Coke ( ) Pepsi ( ) Real ( ) other
03. Which is the peak season for cola’s? ( ) Summer ( ) Winter ( ) All ( ) Other
04. What attracts customer while buying the Cola’s? ( ) Packaging ( ) Pricing ( )
Taste ( ) Display
05. Which Company gives you more margin on the porduct? ( ) Coke ( ) Pepsi ( ) o
ther
06. On which product you get more offer and discounts from distributor? ( ) Coke
( ) Pepsi ( ) Other
07. Who are the frequent buyers? ( ) Children ( ) Adults ( ) House wives
91
08. Which pack has more selling? ( ) 250-300 ml ( ) 600 ml ( ) 1.25 lit. ( ) 2 l
it.
09. Which company has good distribution channel? ( ) Pepsi ( ) Coke ( ) Other (
Please specify)………
10. Your suggestion about how to increase the sale of Coke? ………………………………………………………………….
92
BIBLIOGRAPHY
Books. Research Methodology: C.R.Kothari, -Reffered for concept needed to start
research.
Websites.
http://www.cocacola-india.comcybernoon.com http://news.bbc.co.uk http://www
dofcoca-cola.com http://www.coca-cola.com http://www.ko.com http://www.hoovers.c
om http://www.google.com http://www.wikipedia.org
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