MARKET SHARE AND BRAND AVAILABILITY

COCA COLA
SUBMITTED BY:HARPREET SINGH MBA (G) A7001909083 MARKETING AND HR UNDER GUIDANCE OF:MR. VYOM SRIVASTAVA RTM MANAGER ADVANCE SALES PROF. SARVESHWAR PANDE ASST.PROFESSOR ABS, LUCKNOW

(SUMMER INTERNSHIP REPORT IN PARTIAL FULFILLMENT OF THE AWARD OF FULL TIME MASTERS IN BUSINESS ADMINISTRATION (2009-11)

AMITY BUSINESS SCHOOL AMITY UNIVERSITY UTTAR PRADESH LUCKNOW

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STUDENT¶S DECLARATION
Certified that this report is prepared based on the summer internship project undertaken by me in COCA COLA from 3 MAY 2010 to 2 JULY 2010, under the able guidance of PROF. SARVESHWAR PANDE in partial fulfilment of the requirement for award of degree of MBA (MASTER IN BUSINESS ADMINISTRATION) from Amity University, Uttar Pradesh.

Date. 10 JULY 2010

Signature HARPREET SINGH Student

Signature PROF. SARVESHWAR PANDE Faculty Guide

Signature PROF R.P. SINGH

Director

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This project work is partial fulfillment of the requirement for the degree of Master in Business Administration from Amity University Lucknow Campus. student of MBA (G) 3rd Semester (2009-2011). SARVESHWAR PANDE AMITY UNIVERSITY. A7001909083.FACULTY CERTIFICATE Forwarded here with a summer internship report on ³Market share and Brand availability´ of Coca Cola submitted by HARPREET SINGH Enrollment NO. PROF. LUCKNOW CAMPUS UTTAR PRADESH 4|Page . Uttar Pradesh.

I thank my faculty mentor Prof. AMITY University for giving me this opportunity to put to practice. I am sincerely thankful to my trainers. Mr.Rishad Rizvi (Director. I take this opportunity to thank my parents and friends who have been with me and offered emotional strength and moral support 5|Page . VITAL) because they have trained me. I am grateful to him for taking out time from his busy schedule and for helping me in this internship. RTM Manager (ADVANCE SALES PVT LTD) without whom an internship would not have been possible. for having co-operated with me and guided me throughout my internship period. MR.LALIT SAXENA (ASM).ACKNOWLEDGEMENT I would like to thank Mr. I express my gratitude to VITAL for giving me an opportunity to work with them and make the best out of my internship. VITAL) and Mr. VYOM SRIVASTAVA.Ansari (Sales Executive. SARVESHWAR PANDE and internship Coordinators for having guided and supported me through the course of the internship. My heartfelt gratitude also goes out to the staff and employees of ADVANCE SALES PVT LTD. the theoretical knowledge that I imparted from the program. constantly guided and supported me throughout the training period. I thank my college. Z.

TABLE OF CONTENTS y Student¶s declaration -------------------------------------------------------------------------------------------y Certificate by industry guide -------------------------------------------------------------------------------------------y Certificate by faculty guide -------------------------------------------------------------------------------------------y Acknowledgement -------------------------------------------------------------------------------------------y Executive summary Pg 13 -------------------------------------------------------------------------------------------y Objectives p Primary objectives Pg 14 p Secondary objectives -------------------------------------------------------------------------------------------CHAPTER 1 INTRODUCTION Pg 15-24 y y y y A brief insight ± the FMCG industry in India Beverage industry in India Origin and development of the soft drink industry Factors affecting soft drink industry Pg 16-18 Pg 19-21 Pg 22-23 Pg 24 --------------------------------------------------------------------------------CHAPTER 2 PROFILE OF THE ORGANISATION Pg25 ± 39 y Company Profile y About the company p Values p Vision p Mission p Quality policy y Generations in Coca Cola Pg 26-28 Pg 29.30 Pg 31-39 6|Page .

52 Pg 53. y y y y ------------------------------------------------------------------------------------------------------------ Organization structure of marketing department Pg 59 Direct route Pg 60 Indirect route Pg 60 Types of outlets p Volume p Channel Pg 61 -62 p Income group 7|Page . y A healthy growth to the Indian economy y A pure commitment to the Indian economy y Creating enormous job opportunities PRODUCT PROFILE In the cola section In the lemon section In the orange and apple section In the mango section In the juice section In the soda and mineral water section Brands tagline and ambassadors COMPETITORS y y y y Pepsi Nestle Real fruit juice Parle Pg 40-41 Pg 43 Pg 43 Pg43-44 --------------------------------------------------------------------------------------------------- y y y y y y i Pg 46.HINDUSTAN COCA COLA BEVERAGE PRIVATE LTD.52 Pg 46-47 Pg 47 Pg 48 Pg 48 Pg 49 Pg 49 Pg 50.55 Pg 53 Pg 54 Pg 54 Pg 55 Pg 56-58 Pg 59-64 ------------------------------------------------------------------------------------------------------------ ------------------------------------------------------------------------------------------------------------ MARKETING STRATEGIES OF COCA COLA ADVANCE SALES AND SERVICES PRIVATE Ltd.

85 Pg 86-89 ------------------------------------------------------------------------------------------------------------ ------------------------------------------------------------------------------------------------------------ 8|Page .y Criteria for providing free chilling equipment y Chain followed from manufacture to distribution y Packaging details SWOT ANALYSIS Pg 62-63 Pg 63 Pg 64 Pg 65 ------------------------------------------------------------------------------------------------------------ ------------------------------------------------------------------------------------------------------------ CHAPTER 3 RESEARCH METHODOLOGY y Research objectives y Research design p Exploratory p Conclusive p Descriptive y Data collection methods p Primary data p Secondary data y Sampling design p Universe of the study p Sample size p Sampling techniques p Research instruments p Sampling plan y List of locations DATA ANALYSIS CHAPTER 4 y y y y Personal observations Recommendations Limitations Bibliography Pg 86 Pg 87 Pg 88 Pg 89 Pg66-71 Pg 66 Pg 67 Pg 68 Pg 69-70 Pg 71 Pg 72.

--------------------------------------------------------------------------------QUESTIONNAIRE -------------------------------------------------------------------------------------------- 9|Page .

LIST OF TABLES i i Table 1 (packaging details ) Table 2 ( list of locations ) 10 | P a g e .

Atul Singh President & CEO of Coca Cola India Fig 12 Location of COBO. Fig 13 Amir Khan Fig 14 Akshaya Kumar Fig 15 Sushma Reddy Fig 16 Genelia D'Souza Fig 17 Maaza Advertisement Fig 18 Sharukh Khan Fig 19 Sprite promotion during IPL 2 Fig 20 Marketing department hierarchy Fig 21 Chain followed from manufacture to distribution Fig 22 SWOT analysis 11 | P a g e .LIST OF DIAGRAMS                       Fig 1 Beverage industry in India Fig 2 John Syth Pemberton Fig 3 Muhtar Kent Fig 4 Company¶s headquarters in Atlanta Fig 5 Asa G Candler Fig 6 Contour bottle Fig 7 Robert Woodruff Fig 8 New Coke Fig 9 Coca Cola Polar beer Fig 10 Logo of Coca Cola India Fig 11 Mr. FOBO and contract packaging plants in India.

LIST OF GRAPHS i i i i i i i i i i i i i i i i Graph no. 6 (product comparison-orange flavor) Graph no. 2 (brand you sell) Graph no. 10 ( market share) Graph no. 5 (product comparison-black flavor) Graph no. 14 ( promotional activities) Graph no. 11( distribution network) Graph no. 16 ( ratings of coca cola) 12 | P a g e . 7 (product comparison-lemon flavor) Graph no. 8 (product comparison-mango flavor) Graph no. 3 (visi cooler you are having) Graph no. 12 ( daily sales) Graph no. 9 (brand preferred by customers) Graph no. 13 ( various schemes run by coca cola) Graph no. 15 ( company should improve upon) Graph no. 4 (purity maintained or not) Graph no. 1 (brand awareness) Graph no.

dichotomous and offered multiple choices. This work is carried out through self-administered questionnaires. In this project. This project is based on information collected from primary and secondary sources. from selling nine bottles a day to currently over 800 million. p p The main objective of this study lies in understanding the organization. we perform a comprehensive audit of Coca-Cola's marketing program and recommendations developed for future marketing plans. as Coca-Cola faces stiff competition and changing consumer tastes. After the detailed study. These recommendations include: p p Pursuing a multi-pronged marketing strategy Quality of the products should be improved and the ingredients of the products should be mentioned on the products so that the consumers might be aware of the products they are consuming The company must try to make different brands of Coca-Cola available at every retail outlet whether it is large or small. The questions included were opening ended.EXECUTIVE SUMMARY Coca Cola has come along way since its beginnings. 13 | P a g e . The findings of the activity have been drawn out inform of graphs and suggestions have been offered there from. Diversify offerings outside the non-alcoholic beverage market. We provide recommendations for Coca-Cola's marketing efforts as well as product line enhancements. For the study we have taken a sample size of 600 respondents pose non probability sampling technique. an attempt has been made to present comprehensive analysis of Coca cola. otherwise the consumer may go for substitute. leveraging the vast distribution network.

‡ Brands availability of Coca-cola and its brands vis-à-vis Pepsi and its brands. ‡ To know about the different pack sizes being sold by the company. 14 | P a g e .OBJECTIVES PRIMARY OBJECTIVES ‡ To find out Market comparison of all the available brands of the soft drinks in the market. SECONDARY OBJECTIVES ‡ To find out any kind of misrepresentation being done by salesmen or by distributors related to daily sales by making out their own personal benefits from the discounting system.

CHAPTER 1 INTRODUCTION 15 | P a g e .

most of were forced to product. Consumers generally put less thought into the purchase of FMCG than they do for other products. With the liberalization and growth of the Indian economy. Apart from this.A brief insight ± the FMCG industry in India Fast Moving Consumer Goods (FMCG). the face of the Indian FMCG industry had changed significantly. distribution service strengthen in the market. social changes such as increase in the number of nuclear families and the growing number of working couples resulting in increased spending power also contributed to the increase in the Indian consumers' personal consumption. the Indian customer witnessed an increasing exposure to new domestic and foreign products through different media. also known as Consumer Packaged Goods (CPG) are products that have a quick turnover and relatively low cost. such as television and the Internet. As a result. The realization of the customer's growing awareness and the need 16 | P a g e . Many players had been facing severe problems on account of increased competition from small and regional players and from slow growth across its various product categories. and customer strategies to their position century. By the turn of the 20th the companies revamp their marketing. The Indian FMCG industry witnessed significant changes through the 1990s.

direct distribution. making up 32% of the sector. creating new product.143000 crores. market. is the South Indian region. A person may put off buying a car but he will not put off having his dinner. leading to the rapid growth in the FMCG industry. It is predicted that by the end of 2010. Unlike some industries. The FMCG sector. The main contributor. as opposed to luxurious needs. FMCG share float in a steady manner irrespective of global market dip. rapid urbanization. March) 17 | P a g e . computers. Monthly Circular. FMCG does not suffer from mass layoffs every time the economy starts to dip.to meet changing requirements and preferences on account of changing lifestyles required the FMCG producing companies to formulate customer-centric strategies. Unlike other economy sectors. and airlines. The sector being one of the biggest sectors of the Indian Economy provides up to 4 million jobs.93000 crores. 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. the FMCG sector will be worth Rs. Increased availability of retail space. Though the absolute profit made on FMCG products is relatively small. they generally sell in large numbers and so the cumulative profit on such products can be large. (Source: HCCBPL. distribution and service formats of the FMCG industry by focusing on rural markets. such as automobiles. and qualified manpower also boosted the growth of the organized retailing sector. because they generally satisfy rather fundamental. These changes had a positive impact. distribution and service formats. which is growing at the rate of 9% is the fourth largest sector in the Indian Economy and is worth Rs. HLL led the way in revolutionizing the product.

Colgate. Juices. Sanitary products) and Shoe care. Processed vegetables. Insecticides and Mosquito repellants. Ice-creams. Godrej Soaps. Wash (Soaps). Household cleaners (Dish/Utensil/Floor/Toilet cleaners). Coca-Cola. Coffee. Hindustan Lever Limited. Marico. Soft drinks. Hindustan Lever Limited. Metal polish and Furniture polish. Bakery products (Biscuits. Tea. Hair care. Paper products (Tissues. Breads. Branded sugar. Philips and UB Branded and Packaged foods and beverages- ‡ Health beverages. Diapers. Air fresheners. ITC. · Household Care‡ Fabric wash (Laundry soaps and synthetic detergents). Cadbury.The FMCG sector consists of the following categories: · Personal Care‡ Oral care. Chocolates. Staples/Cereals. SPIRITS AND TOBACCO ‡ The major players being. Nestle. Bottled water. Deodorants and Perfumes. Nirma and Ricket Colman. Branded rice. the major players being. Cosmetics and Toiletries. Snack foods. Dabur and Procter & Gamble. Cakes). the major players being. the major players being. Processed meat. Godfrey. Hindustan Lever Limited. Processed fruits. Branded flour. Pepsi and D 18 | P a g e .

000 million and were expected to grow at least 10% per year through 2012. 73 in Thailand. competitive pricing was essential. By 2003. The beverage industry is vast and there various ways of segmenting it.Beverage industry in India India¶s one billion people. In 2001. villages. 19 | P a g e . Coca-Cola recognized that to compete with traditional refreshments including lemon water. In response. growing middle class. In spite of this growth. annual per capita consumption was only 6 bottles versus 17 in Pakistan.670 million bottles to over 10. middle and upper middle classes. Ten percent of the country¶s population lived in urban areas or large cities and drank ten bottles of soda per year while the vast remainder lived in rural areas. so as to cater the right product to the right person. and low per capita consumption of soft drinks made it a highly contested prize in the global CSD market in the early twenty-first century. from 5. 91% of sales were made to the lower. Coke launched a smaller bottle priced at almost 50% of the traditional package. fruit juices. tea. While soft drinks were once considered products only for the affluent. and lassi. 173 in the Philippines and 800 in the United States. Coke and Pepsi dominated the market and together had a consolidated market share above 95%. Soft drink sales in India grew 76% between 1998 and 2002. and small towns where annual per capita consumption was less than four bottles. green coconut water.

it is 20 | P a g e .e. In order to leverage the beverage industry. These two perceptions are the biggest challenges faced by the beverage industry. it could be observed that consumers perceive beverages in two different ways i.BEVERAGES ALCOHOLIC NON ALCOHOLIC CARBONATED NON CARBONATED COLA NON COLA NON COLA Fig 1 beverage industry in India If the behavioral patterns of consumers in India are closely noticed. beverages are a luxury and that beverages have to be consumed occasionally.

 The credibility and trust needs to be built so that there is a very strong and safe feeling that the consumers have while consuming the beverages.  Communication should be relevant and trendy so that consumers are able to find an appeal to go out. as a big opportunity. well-being or prestige relevant to the category.important to address this issue so as to encourage regular consumption as well as and to make the industry more affordable. Four strong strategic elements to increase consumption of the products of the beverage industry in India are:  The quality and the consistency of beverages needs to be enhanced so that consumers are satisfied and they enjoy consuming beverages. purchase and consume. taste. relaxation. The beverage market has still to achieve greater penetration and also a wider spread of distribution. It is important to look at the entire beverage market. stimulation. 21 | P a g e . refreshment. for brand and sales growth in turn to add up to the overall growth of the food and beverage industry of the economy.  Consumer education is a must to bring out benefits of beverage consumption whether in terms of health.

By the end of 80¶s Parle with 22 | P a g e . Incidentally a lion¶s share of the total sales of the product of most of the companies is through fountain a sale which sums to be the most popular outlet in the western countries. Though in India fountain sales form a vary insignificant part of the sales revenue. bottles and the sales and distribution network of the companies the rule and responsibilities of each of them are different. and Coca-Cola having the major share in the pie. Independents bottling arose primarily because it was not possible to create an effective organization for operating a vertically integrated company with hundreds of geographically separated manufacturing unit and local delivery operations given the limited transportation and communication system of the time and the lack of sophisticated financial and management controls.e. The other major player in the industry is Cadbury-Schweppes and some local player in individual countries. The major components of the industry consist of the concentrate manufactures. The major activity taken up by the concentrate manufactures relates to the production of the basic product which is bottled by the bottling plants mostly independents and subsequently sold through the established distribution set ups of the respective companies. Pepsi Co. By the end of 1970 Campa-Cola was practically alone in Cola market Parle introduced Thums up in the beginning of 1980s. In India after the exit of coke in 1977 Parle and pure drinks controlled the Indian Soft Drinks market. During the initial stag both soft drink majors used a network of independent bottlers to bottle and market their products.ORIGIN AND DEVELOPMENT OF THE SOFT DRINK INDUSTRY  Soft drink industry scenario the world over is almost the same with two major players i.

Limca. The most strategic step taken by Coca Cola was the purchase of Parle brands. This proposal as rejected on the grounds that the import of concentrate could not be agrees and the use of foreign brand name was not allowed. In the year 1985 Pepsi tried to enter into India when it teamed up with RPG group. This purchase gave coke an over might lead occur rival Pepsi which had came almost 5 year earlier. 23 | P a g e . In year 1988 Pepsi again floated a project this time in collaboration with Punjab agro Corporation (PIAC) and Volta¶s India Limited and succeeded. gold spot and Thums up emerged as clear winner with around 60% market share. With this coke instantly had the ownership of countries tap soft drinks brands as well as got access to Parle¶s extensive 54 bottling plants as well as a pre set distribution net work. Finally in June 1990 Pepsi was launched in India under the brand name of µLehar Pepsi¶.

Service frequency is the time gap between visiting a particular outlet again. y Demographic Profile: Demographic profile of consumer also affects the business and needs to be considered.FACTORS AFFECTING SOFT DRINK INDUSTRY y Seasonality: Seasonality is one of the most important factors that affect the soft drink business. soft drink business has different seasonal cycles throughout the year. Service frequency directly affects the rotation time which in turn affects the value of business. y Disposable Income: Disposable Income of the consumers also affects the business of the soft drink players. price of a product plays a major role in business. or by holidays and religious festivals. Within the Group. 24 | P a g e . y Service frequency: This is another factor that affects the business. y Demand pattern for the market: Every product has a different demand pattern and affects the business. y Competitor¶s Policy: The policies of the competitors also affect the working of the business of other companies. A high disposable income of the consumers ensures a high demand for the products in the market. y Price of the product: Price of the soft drinks also affects the business. Seasonality is primarily influenced either by the weather. Due to perfect competition in soft drink market.

CHAPTER 2 PROFILE OF THE ORGANISATION 25 | P a g e .

sold his remaining interest in Coca-Cola to Asa G. Pemberton grossed $50 and spent $73. with the suggestions ³Drink´ added to inform passers by that the new beverage was for soda fountain refreshment. producing a drink that was proclaimed ³delicious and refreshing´. suggested the name and penned ³Coca-Cola´ in the unique flowing script that is famous worldwide even today. Dr. By the year 1886. Pemberton never realized the potential of the beverage he created. The first year. He first distribute the product by carrying it in a jug down the street to Jacob¶s Pharmacy and customers bought the drink for five cents Fig 2 John Syth Pemberton at the soda fountain. 26 | P a g e . Dr. sales of Coca-Cola averaged nine drinks per day. in the year 1886 in Atlanta. just prior to his death in 1888.´ Hand-painted oil cloth signs reading ³Coca-Cola´ appeared on store awnings. Dr. For his efforts. a theme that continues to echo today wherever Coca-Cola is enjoyed. Frank M. Pemberton¶s partner and book-keeper. inviting thirsty citizens to try ³the new and popular soda fountain drink. whether by accident or otherwise.COMPANY PROFILE Coca-Cola was first introduced by John Syth Pemberton.´ The first newspaper ad for Coca-Cola soon appeared in The Atlanta Journal. shipped in bright red wooden kegs. Pemberton sold 25 gallons of syrup. Robinson. Carbonated water was teamed with the new syrup. a pharmacist. Georgia when he concocted caramelcolored syrup in a three-legged brass kettle in his backyard. He suggested that ³the two Cs would look well in advertising. Dr. Red has been a distinctive color associated with the soft drink ever since. He gradually sold portions of his business to various partners and.96 on advertising.

The business continued to grow. Mr. 1893. the first syrup manufacturing plant outside Atlanta was opened in Dallas. The trademark ³CocaCola. Texas. In the year 1919. the following year. Within four years. an entrepreneur from Atlanta. was registered in the United States Patent Office on January 31. Mr.Cola one of the most recognized and valued brands around the world. the Company quickly outgrew its facilities. and in 1894. By the year 1891.Candler. John S. Candler announced in his annual report to share owners that ³Coca-Cola is now drunk in every state and territory in the United States. his merchandising flair had helped expand consumption of Coca-Cola to every state and territory after which he liquidated his pharmaceutical business and focused his full attention on the soft drink. Robert W.´ used in the marketplace since 1886. making Coca. Candler. Mr. Illinois. Others were opened in Chicago. John Pemberton¶s former partner Frank Robinson and two other associates. Woodruff became the President of the Company in the year 1923 and his more than sixty years of leadership took the business to unsurpassed heights of commercial success. 27 | P a g e . A new building erected in 1898 was the first headquarters building devoted exclusively to the production of syrup and the management of the business. three years after The Coca-Cola Company¶s incorporation. Candler proceeded to buy additional rights and acquire complete ownership and control of the Coca-Cola business. California. With his brother. the Coca-Cola Company was sold to a group of investors for $25 million. and Los Angeles. In1895. Candler formed a Georgia corporation named the Coca-Cola Company.´ As demand for Coca-Cola increased.

stocks granted of $2. Fig 4 One of the Coca-Cola Company's headquarters buildings in Atlanta 28 | P a g e .280. He was appointed to assume the position of Chief Operating Officer of the Company in 2008.975. While CEO of Coca-Cola in 2008.999. who is currently Chairman and Chief Executive Officer (CEO) of The CocaCola Company. and options granted of $10. is a Turkish American businessman.628.100.000. which included a base salary of $1.500.428. a cash bonus of $4. Muhtar Kent's Fig 3 Muhtar Kent earnings totaled $19.000.585.Muhtar Kent (born in 1952).

TEAMWORK To unite for greater strength and work collectively as a group towards the achievement of common goals. to deliver outstanding results. PASSION To be deeply committed and display drive and energy in the quest to deliver outstanding performance. motivate and drive the team with energy and zeal. to have decisions taken at the lowest appropriate level. OWNERSHIP To think and act like owners at all levels. ACCOUNTABILITY To be individually and transparently accountable to our colleagues for delivering agreed targets and goals. 29 | P a g e .ABOUT THE COMPANY (a) Values:The values that the employees in the Company are expected to keep up to and work by regularly are as follows: LEADERSHIP To take an initiative and lead. INNOVATION To continuously strive for progress and reach the next level of excellence in everything we do.

we have a set of guiding principles and strategies for winning throughout the entire Coca-Cola system´. It provides us with business goals that outline what we need to accomplish with our global bottling partners in order to continue winning in the marketplace and achieving sustainable. Our 2020 Vision creates a long-term destination for our business. For each goal. which is enduring. we are looking ahead to understand the trends and forces that will shape our industry in the future.(b) Vision for sustainable growth ³The world is changing all around us. deeds and actions by continually improving our processes«Every time 30 | P a g e . i To inspire moments of optimism and happiness. (d) QUALITY POLICY:³To ensure customer delight. i To refresh the world. (c) Mission:Coca Cola Roadmap starts with their mission. quality growth. we commit to quality in our thoughts. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions. i To create value and make a difference. To ensure our business will continue to thrive over the next 10 years and beyond.

Over the course of three years. and in New York Harbor. 1888-1891. and the first to bring real vision to the business and the brand. John Pemberton. The Coca. Like many people who change history.Cola Company has produced more than 10 billion gallons of syrup. Candler would become the Company's first president. workers were constructing the Statue of Liberty. In the first year. he died in 1888 without realizing the success of the beverage he had created. named the mixture Coca-Cola. Eight hundred miles away. One afternoon. So Jacobs' Pharmacy put it on sale for five cents a glass.300.this new drink was something special. 31 | P a g e . another great American symbol was about to be unveiled. he carried it a few doors down to Jacobs' Pharmacy. Pemberton's bookkeeper. Frank Robinson. To this day. Here. Unfortunately for Pemberton. the mixture was combined with carbonated water and sampled by customers who all agreed -. and wrote it out in his distinct script.GENERATIONS IN COCA COLA 1886-1892 Atlanta beginning It was 1886. A century later. he stirred up a fragrant. Atlanta businessman Asa Griggs Candler secured rights to the business for a total of about $2. an Atlanta pharmacist. Coca-Cola is written the same way. was inspired by simple curiosity. Pemberton sold just 9 glasses of Coca-Cola a day. caramel-colored liquid and. when it was done.

Inevitably. He gave away coupons for complimentary first tastes of Coca-Cola. He still didn't realize it five years later. two Chattanooga lawyers. when. the soda's popularity led to a demand for it to be enjoyed in new ways. He sent 12 of them to Candler. and Candler found brilliant and innovative ways to introduce them to this exciting new refreshment. Despite being a brilliant and innovative businessman. a Mississippi businessman named Joseph Biedenharn became the first to put CocaCola in bottles. in 1899.1893-1904 Beyond Atlanta Coca cola hires first celebrity spoke person music hall performer Hilda Clark Asa G. he didn't realize then that the future of Coca-Cola would be with portable. and outfitted distributing pharmacists with clocks. Candler had built syrup plants in Chicago. and the aggressive promotion worked. urns. Whitehead. Benjamin F. He knew there were thirsty people out there. who responded without enthusiasm. By1895. Dallas and Los Angeles. a natural born salesman. calendars and Fig 5 Asa G Candler apothecary scales bearing the Coca-Cola brand. People saw Coca-Cola everywhere. Thomas and Joseph B. transformed Coca-Cola from an invention into a business. In 1894. Candler. bottled beverages customers could take anywhere. secured exclusive rights from Candler to 32 | P a g e .

which remains the signature shape of Coca-Cola today.S. The Company also decided to create a distinctive bottle shape to assure people they were actually getting Coca Cola. This was a great product.bottle and sell the beverage -. Puerto Rico. there would be about 33 | P a g e Fig 6 Contour bottle .for the sum of only one dollar. they began manufacturing the famous contour bottle. but The Coca-Cola Company was none too pleased about the proliferation of copycat beverages taking advantage of its success. urging consumers to ³Demand the genuine´ and ³Accept no substitute´. 1905-1918 Safeguarding the brand Coca cola enjoyed in 8 countries world wide. by 1920. In 1900. original design and the fact that. won a contest to design a bottle that could be recognized in the dark. Panama. and other countries and U. Both needed to be protected. Cuba. The Root Glass Company of Terre Haute. The contour bottle. In 1916. France. Advertising focused on the authenticity of Coca-Cola. Indiana. was chosen for its attractive appearance. To combat copycats coca cola develops unique bottle Imitation may be the sincerest form of flattery. you could identify the genuine article. The Coca-Cola Company grew rapidly. moving into Canada. As the country roared into the new century. territories. there were two bottlers of Coca-Cola. even in the dark. and a great brand.

the open top cooler. and many other innovations that made it easier for people to drink Coca-Cola at home or This new thinking made Cocajust a huge success.S. He led the expansion of Coca-Cola overseas and in 1928 introduced Coca-Cola to the Olympic Games for the first time when Coca-Cola traveled with the U. four years after his father Ernest purchased the Company from Asa Candler. Woodruff was a marketing genius who saw opportunities for expansion everywhere. to Coca-Cola. Woodruff would spend more than 60 years as Company leader introducing the beverage to the world beyond. 1919-1940 The woodruff legacy Coca cola enjoyed in 53 countries world wide.S. Woodruff became the Company president. away.1. but a big people's lives. Perhaps no person had more impact on The Coca-Cola Company than Robert Woodruff. While a Candler had introduced the U. team to the 1928 Amsterdam Olympics. In 1923.000. Cola not part of Fig 7 Robert Woodruff 34 | P a g e . It introduced 6 packs. Woodruff pushed development and distribution of the six packs.

America entered World War II. and whatever it costs the Company. General Dwight D. Eisenhower sent an urgent cablegram to Coca-Cola. In 1961 Sprite was introduced. During the war.from the mid-1940s until 1960.happy couples at the drive-in. carefree moms driving big yellow convertibles -. Woodruff ordered that "every man in uniform gets a bottle of CocaCola for 5 cents.1941-1959 The war and its legacy Coca cola enjoyed in 120 countries world wide. Post-war America was alive with optimism and prosperity. The country. Coca-Cola was part of a fun. wherever he is. rallied behind them. requesting shipment of materials for 10 bottling plants. In 1941. 35 | P a g e . the number of countries with bottling operations nearly doubled. carefree American lifestyle." was coming true -. and when peace finally came. and Coca-Cola. many people enjoyed their first taste of the beverage." In 1943. In 1963 Tab Company¶s first diet soft drink was introduced. the foundations were laid for Coca-Cola to do business overseas. and his imagery of its advertising -. Woodruff¶s vision that Coca-Cola be placed within "arm's reach of desire. Thousands of men and women were sent overseas.reflected the spirit of the times.

adding an entirely new line of business -.juices -. Sprite followed in 1961. really came into its own in the 1970s. Macau. Goizueta became chairman and CEO of the coca cola company After 70 years of success with one brand." In 1978. Turkey and more. where a group of young people from all over the world gathered on a hilltop in Italy to sing "I'd Like to Buy the World a Coke. The Coca-Cola Company was selected as the only Company allowed to sell packaged cold drinks in the People's Republic of China. always an important and exciting part of its business. friends and good times. originally developed in the 1940s and introduced in the 1950s. and year after year. 36 | P a g e . The international appeal of Coca-Cola was embodied by a 1971 commercial. the Company decided to expand with new flavors: Fanta. In 1981 Roberto C.1960-1981 A world of customers Coca cola enjoyed in 163 countries world wide. and reflected a brand connected with fun.to the Company. Advertising for Coca-Cola. Montserrat. It introduced can in 1960. with TAB in 1963 and Fresca in 1966. The Company's presence worldwide was growing rapidly. Coca-Cola found a home in more and more places: Cambodia. In 1960. Paraguay. Coca-Cola. The Coca-Cola Company acquired The Minute Maid Company.

S. bottling operations into a new public company. completely overhauled the Company with a strategy he called "intelligent risk taking. second in success only to CocaOne of Goizueta's other initiatives.´ the for change years. they had a deep emotional attachment to the original. In 1981." Among his bold moves was organizing the numerous U. headbands and the fitness craze. commonly called ³new Fig 8 New Coke Coke. was release of a new taste Coca-Cola. Goizueta. Roberto C.1982-1989 Diet coke and new coke Coca cola enjoyed in 165 countries world wide. the very first extension of the Coca-Cola trademark. it had become the top low calorie drink in the world. 37 | P a g e . and a time of much change and innovation at The Coca-Cola Company. and they begged and pleaded to get it back. who fled Castro's Cuba in 1961. The 1980s -.the era of legwarmers. Goizueta became chairman of The Board of Directors and CEO of The Coca-Cola Company. loved Cola. Coca-Cola Enterprises Inc. In the real world. In 1982 diet coke is introduced. people the new formula. He also led the introduction of diet Coke. the first in formulation in 99 In taste tests. in 1985. within two years.

New markets opened up as CocaCola products were sold in East Germany in 1990 and returned to India in 1993. connecting the brand with one of the world's fastest growing and most popular spectator sports. and the world met the lovable Coca-Cola Polar Bear for the first time.Critics called it the biggest marketing blunder ever. 1990-1999 New markets and brands In 1993 pet bottles were introduced.a lead that continues to this day. FIFA World CupŒ football (soccer). The 1990s were a time of continued growth for The Coca-Cola Company. Rugby World Cup and the National Basketball Association. and the original formula was returned to the market as Coca-Cola classic. And 1993 saw the introduction of the popular "Always Coca-Cola" advertising campaign. with ongoing support of the Olympic Games. Coca cola enjoyed in 200 countries world wide. Coca-Cola classic became the Official Soft Drink of NASCAR racing. But the Company listened. Qoo® 38 | P a g e . The Company's long association with sports was strengthened during this decade. New beverages joined the Company's line-up. and the product began to increase its lead over the competition -. including Fig 9 Coca Cola Polar beer Powerade® sports drink.

By 1997. including Limca®. Coca-Cola has grown to the world¶s most ubiquitous brand. the Company's goal is to provide magic every time someone drinks one of its more than 400 brands. In the remotest comers of the globe. With its bottling partners. believing that Coca-Cola exists to benefit and refresh everyone it touches. with more than 1.Cola is committed to local markets. the Company already sold 1 billion servings of its products every day. yet knew that opportunity for growth was still around every corner. 2000 and Now Coca cola now In 1886. the Company reaches out to the local communities it serves. Coca. Now well into its second century. Coca-Cola brought refreshment to patrons of a small Atlanta pharmacy. and Cadbury Schweppes'® beverage brands in more than 120 countries around the world. Barq's® root beer in the U. Maaza® and Thums Up® in India.4 billion beverage servings sold each day. The Company's family of brands further expanded through acquisitions. paying attention to what people from different cultures and backgrounds like to drink. you can still find Coca-Cola.children's fruit drink and Dasani® bottled water.S. drinking brands such as Ambasa. Vegitabeta and Frescolita. Coca-Cola has fans from Boston to Budapest to Bahrain. Inca Kola® in Peru. 39 | P a g e . From the early beginnings when just nine drinks a day were served. and where and how they want to drink it..

which were floated by Parle.Thus these products became a part of range of products of the Coca-Cola Company. the Hindustan Coca-Cola Holdings would divest 49% of its shareholding in favor of resident shareholders by June 2002. With access to 53 of Parle¶s plants and a well set bottling network. with its launch in Agra. this was based on numerous commitments and stipulations which the Company agreed to implement in due course. Maaza.HINDUSTAN COCA COLA BEVERAGE PRIVATE LIMITED Coca-Cola was the leading soft drink brand in India until 1977. as these products had achieved a strong consumer base and formed a strong brand image in Indian market during the reentry of Coca-Cola in 1993. the Indian bottling arm of the Coca-Cola Company. Coca-Cola made its re-entry into India through its 100% owned subsidiary. over 60 manufacturing 40 | P a g e Fig 10 logo of Coca Cola India . Limca. Coca-Cola re-entered the Indian market on 26th October 1993 after a gap of 16 years. One such major commitment was that. HCCBPL. an excellent base for rapid introduction of the Company¶s International brands was formed. Gold spot. The Coca-Cola Company acquired soft drink brands like Thumps Up. In the new liberalized and deregulated environment in 1993. An agreement with the Parle Group gave the Company instant ownership of the top soft drink brands of the nation. when it left rather than reveal its formula to the Government and reduce its equity stake as required under the Foreign Regulation Act (FERA) which governed the operations of foreign companies in India. Coca-Cola is made up of 7000 local employees. 500 managers. However.

enabling the Company to achieve success. It also has a supporting distribution network consisting of 700. is the mantra that Coca-Cola follows. act local´. 17 Franchisee Owned Bottling Operations (FOBO) and a network of 29 Contract Packers that facilitate the manufacture process of a range of products for the company. ³Think local.5 per bottle. Almost all goods and services required to cater to the Indian market are made locally. This new market accounted for over 80% of India¶s new CocaCola drinkers. 41 | P a g e . Between 2001 and 2003. they have a long standing belief that everyone who touches their business should benefit.000 retail outlets and 8000 distributors. the per capita consumption of cold drinks doubled due to the launch of the new packaging of 200 ml returnable glass bottles which were made available at a price of Rs. with help of technology and skills within the Company. The complexity of the Indian market is reflected in the distribution fleet which includes different modes of distribution. At Coca-Cola. This resulted in a 37% growth rate in rural India visa-vie 24% growth seen in urban India. recognition and loyalty worldwide. thereby inducing them to uphold these values. 27 Company Owned Bottling Operations (COBO). from 10tonne trucks to open-bay three wheelers that can navigate through narrow alleyways of Indian cities and trademarked tricycles and pushcarts. with punch lines like ³Life ho to aisi´ for Urban India and ³Thanda Matlab Coca-Cola´ for Rural India.locations.

Coca Cola India 42 | P a g e .Fig 11 Mr Atul Singh President & CEO.

Almost all 43 | P a g e . over 60 manufacturing locations. 500 managers. and nutrition needs. Coca-Cola India has made significant investments to build and continually consolidate its business in the country. Coca-Cola is made up of 7000 local employees. and further pledged another US$100 million in 2003 for its operations. waste water treatment plants. giving consumers the pleasure of world-class drinks to fill up their hydration. and distribution system.000 people. 27 Company Owned Bottling Operations (COBO). Creating Enormous Job Opportunities With virtually all the goods and services required to produce and market Coca-Cola being made in India.000 retail outlets and 8000 distributors.000 people in related industries through its vast procurement. and marketing channels. distribution systems. 17 Franchisee Owned Bottling Operations (FOBO) and a network of 29 Contract Packers that facilitate the manufacture process of a range of products for the company.A Healthy Growth to the Indian Economy Ever since. and indirectly creates employment for more than 125. refreshment. having invested more than US$ 1 billion in India in the first decade. Coca-Cola India is among the country¶s top international investors. including new production facilities. the business system of the Company directly employs approximately 6. It also has a supporting distribution network consisting of 700. It has also been instrumental in giving an exponential growth to the country¶s job listings. A Pure Commitment to the Indian Economy The Company has shaken up the Indian carbonated drinks market greatly. supply.

goods and services required to cater to the Indian market are made locally. The complexity of the Indian market is reflected in the distribution fleet which includes different modes of distribution. with help of technology and skills within the Company. from 10tonne trucks to open-bay three wheelers that can navigate through narrow alleyways of Indian cities and trademarked tricycles and pushcarts. 44 | P a g e .

COBO YELLOW .FOBO PURPLE .CONTRACT PACKAGING 45 | P a g e . FOBO and Contract Packaging plants in India RED.Fig 12 location of COBO.

PRODUCT PROFILE
The Coca-Cola Company offers a wide range of products to the customers including beverages, fruit juices and bottled mineral water. The Company is always looking to innovate and come up with, either complete new products or new ways to bottle or pack the existing drinks. The Coca-Cola Company has a wide range of products out of which the following products are marketed

IN THE COLA SECTION

This is the worlds most famous & old brand. This brand is specially liked by teenagers & youngsters. Coca cola has been very strongly associated with cricket, sponsoring the world cup in 1996. The competitor on the cola category is Pepsi.

Diet Coke was born in 1982 and quickly became the No. 1 sugar-free drink in diet-conscious America. Known as CocaCola light in some countries, it's now the No. 3 soft drink in the world. Diet Coke is the drink for people who want no calories, but plenty of taste.

46 | P a g e

Thums up is a leading carbonated soft drink and most trusted brand in India. Originally introduced in 1977, thums up was acquired by the coca cola company in 1993. Thums up, is, known for strong, fizzy taste and its confident, mature and uniquely masculine attitude.

IN THE LEMON SECTION

World wide sprite ranked as no.4 soft drink and is sold in more than 190 countries. In India, sprite was launched in year 1999 and today it has grown to be one of the fastest growing soft drinks, leading clear lime category.

Born in 1971, Limca has been the original thirst choice, of millions of consumers for over three decades. The brand has been displaying healthy volume growing year on year and limca continues to be leading flavoring soft drinks in the country.

47 | P a g e

IN THE ORANGE AND APPLE SECTION

ver the years, anta has occupied a strong market place and is identi ied as the un catalyst´. anta stands or its vibrant color, tempting taste and tingling bubbles that not ust upli ts eelings but also helps ree spirit thus encouraging one to indulge in the moment.This is very popular drink among emales.

IN THE MANGO SECTION

Maaza was launched in 1976. In 1993, maaza was acquired by coca cola India. Maaza currently dominates the ruit drink category. ver the years, maaza has become synonymous with mango. Consumers regard maaza as wholesome, natural, un loving drink real experience o ruit.

48 | P a g e

49 | P a g e . and has a heritage of innovation. quality and nutrition. and orange juice with naturally sourced plant sterols.IN THE JUICE SECTION Minute Maid has been making orange juice for over 50 years. low acid orange juice. IN THE SODA AND BOTTLED MINERAL WATER SECTION Kinley is a high quality bottled water processed with added minerals popular among adults who seek a better quality of life and a healthy lifestyle. Minute Maid has the longest history of marketing orange juice with calcium. and was the first to nationally launch orange juice with calcium plus vitamin D. orange juice with vitamins C and E plus Zinc.

BRAND TAGLINE AND AMBASSADORS COCA COLA (OPEN HAPPINESS) Fig 13 Amir Khan THUMS UP (TASTE THE THUNDER) Fig 14 Akshaya Kumar 50 | P a g e .

LIMCA (DOOBO TAAZGI MEIN) Fig 15 Sushma Reddy FANTA (GO BITE) Fig 16 Genelia D'Souza 51 | P a g e .

MAAZA (MAAZA LAO AAM KI PYAS BUJHAO) Fig 17 Maaza advertisement SPRITE (SEEDHI BAAT NO BAKWAAS. CLEAR HAI!!!!) Fig 18 Sharukh Khan 52 | P a g e .

and Aquafina water.COMPETITORS Pepsi gives tough competetion to Coca Cola. Slice. 7up. MountaiDew. 53 | P a g e . Gatorade sports drink. The company's soft drinks include Pepsi. PepsiCo sells Tropicana orange juice brands.

Nestle does not give that tough competition to CocaCola as it mainly deals with milk products. 54 | P a g e . Dabur in India. Iced tea is one of the closest substitutes to the Colas as it is a thirst quencher and it is healthier when compared to fizz drinks. These products give a strong competition to Maaza and the latest product Minute Maid Pulpy Orange. Dabur has introduced into the market Real Juice which is packaged fresh fruit juice. Apart from food products. is one of the most trusted brands as it has been operating ever since times and people have laid all their trust in the Company and the products of the Company. The flavored milk products also have become substitutes to the products of the company due to growing health awareness among people. But the iced tea that is Nestea which has been introduced into the market by Nestle provides a considerable amount of competition to the products of the Company. Baby foods and Chocolates.

55 | P a g e . A pioneer in the Indian industry. first to introduce apple nectar and the first to introduce fruit drinks in PET bottles. Parle Agro is associated with many firsts.Parle Agro is a household name in the beverages industry and has leading brands like Frooti. They were the first to introduce fruit drinks in tetra packaging. Appy. Appy Fizz and packaged drinking water. Bailley. or Mango Frooti. as it is popularly called. consistent winner of India's fruit beverage brand. Frooti. is the largest selling mango drink in India.

In this scheme retailer has to take 3 crates of pet bottles and just fill an enrollment form to enter in this scheme. he will be getting 2 bottles free. The marketing strategy involves pricing. This scheme was liked by the retailers. SCHEMES as a Part of Marketing Strategies SUMMER PET DHAMAKA SCHEME (1 June to 20 June) This scheme was launched to attract the retailers. and 600 ml or 1. The following will be the benefits: 1 with 600 ml flavor. 3 with 600 ml or 1.2 L maaza. branding. After this if he displays pet bottles in his shop for 20 days then on return he will be getting 9 bottles of 600 ml free. the company¶s flagship brand. Burger King.2 L maaza. The Coca-Cola Company manufactures syrups. and Domino¶s Pizza. 56 | P a g e . advertising.Marketing Strategies of Coca Cola Marketing strategy a part of the marketing management process: The marketing management uses marketing strategies so that they can meet the customer's needs. concentrates and beverage bases for Coca-Cola. packaging. Crates will be 600 ml flavor. And most of them enrolled themselves for this scheme. Thousands of consumers visit fast-food restaurants every day and Coke feels that it is very important to have the consumer see and drink their product at such chains as McDonalds. 2 L flavor. Some of Coca-Cola¶s latest domestic marketing strategies include Coke dominating fountain sales. he will be getting 1 bottle free. he will be getting 3 bottles free 2 with 2 L flavor. and also produces over 230 other soft-drink brands sold by and its subsidiaries in nearly 200 countries around the world.

Sprite ³kholega toh bolega´ IPL Season 2 Fig 19 Sprite promotion during IPL 2 Riding on the passion of T20 cricket amongst consumers. The entire initiative was applicable on RGB and also on all PET packs of Sprite. company had launched a special edition µSprite Kolkata Knight Riders¶ bottle with insignia of key players. the youth continues to be the largest users of mobile phones. Sprite was also rolling out a special µKholega Toh Milega¶ digital initiative in association with KKR and Nokia. 57 | P a g e . out of the 230 million mobile phone users in the country. Complimenting the innovation. 2009. Lucky consumers get once-in-a-lifetime opportunity to meet Shahrukh Khan and members of the KKR team. The latest initiative was a part of brand Sprite¶s larger consumer engagement program to leverage the second season of DLF IPL. Independent research reports have shown. consumers also get a chance to win a Nokia mobile phone every hour. In the offer consumers just need to drink Sprite and look out for a unique 9 digit code under the crown and SMS the code. In addition. Brand Sprite. Combining this key insight with the passion of T20 cricket. Official Pouring Partner of Kolkata Knight Riders (KKR) had announced the launch of a Special edition µSprite Kolkata Knight Riders¶ bottle.

owner KKR.To create awareness about µKholega Toh Milega¶ digital initiative. the company had launched a mass media campaign featuring Shahrukh Khan. 58 | P a g e . to be telecast on all the leading TV channels across India.

ADVANCE SALES AND SERVICES PVT. ANSARI DISTRIBUT ION VYOM SRIVASTAV A PSR MARKET EXECUTION MANAGER DEVENDRA SRIVASTAVA KEY A/C MANAGER HR EXECUTIVE MARKET DEVELOPER Fig 20Marketing department hierarchy 59 | P a g e . MD MOHAN DAS LADHANI DIRECTOR VIVEK LADHANI HEAD OF SALES B.K SRIVASTAVA GM (sales and marketing) RAJIV KUMAR SAXENA GM FINANCE DILIP ASM LALIT SAXENA EXECUTIVE Z. LTD.

DIRECT ROUTE Direct route are those areas here the company owned delivery vans distribute product. 3. 10 LDA 1 LDA 2 Jail Road 1 Jail Road 2 Bijnour Banthra Gauri Bazaar Telibagh 1 Telibagh 2 Neel Matha 60 | P a g e . Charbagh INDIRECT ROUTE Indirect route arethose areas where a distributor is given the charge of handling the distribution system. The truck driver is trained to be service person. 9. ASASPL have three direct routes. 4. Chinhat 3. They should be regularly trained to handle the growing competition. will a driver be enough to manage the complex contours of Competitive market is a difficult question? At present the driver (sales man) are doing fine job of managing the sales. 1. There are 10 Distribution Routes under Vital: 1. 8. 5. Khurram Nagar 2. There are 23 Agency/Distributor under ASASPL and we worked under one of them. 6. name of the depot is Vital. However with the business becoming increasingly competitive. 2. 7.

It basically consists of organizations that buy large quantities of a product in one single transaction.200 CASE BRONZE 1 .99 CASE CHANNEL The various routes formulated by HCCBPL for distribution of products are as follows:  Key Accounts: The customers in this category collectively contribute a large chunk of the total sales of the Company. either a month of half a month. 61 | P a g e .499 CASE SILVER 100 .800 CASE GOLD 201 .e. payments being made by them after a certain period of time i.TYPES OF OUTLETS The company has divided their outlets on the basis of the following criteria Volume  Channel  Income group VOLUME There are four types of outlets according to the volume of sales of the outletDIAMOND 500 . The Company provides goods to these customers on credit.

wherein a considerable amount of stock is kept in order to use for future consumption.  For the sale of 5-6 crates daily a Visi Cooler of 4 crates is provided. corporate houses etc. all the outlets that come in a particulararea or an area along with its neighboring areas are catered to. The stocks of products in these outlets are not stored for future use instead.Examples: Clubs. the products are consumed at a fast pace. instead as and when required stocks are stacked up by them so as to avoid shortage or nonavailability of the product.e.  For the sale of 7-8 crates daily a Visi Cooler of 7 crates is provided by the company.  Immediate Consumption: The outlets in this route are those which require stocks on a daily basis.  Future Consumption: This route consists of outlets of Coca-Cola products.  General: Under this route. Criteria for providing free chilling equipment  An Ice Box is provided for the sale of 1-2 crates daily to the retailers. hotels. Examples: Departmental stores. Super markets etc. The stock does not exhaust within a day or two. Examples: Small sized bars and restaurants. are exhausted on the same day and might run a little into the next day i. 62 | P a g e . fine dines restaurant. The consumption period is not taken into consideration in this particularroute. educational institutions etc.

p.) Sales and Distribution Operations Distributors Outlets Outlets Fig 21 chain followed from manufacture to distribution 63 | P a g e . If the sale exceeds 9 crates daily then a Visi Cooler of 9 crates or deep fridger is provided by the company. A STEPLIZER OF 1 KV to 5 KV is provided with the Visi Cooler & Chest Cooler. CHAIN FOLLOWED FROM MANUFACTURE TO DISTRIBUTION Manufacturing Plant. Barabanki(u.

PACKAGING DETAILS PACK MAAZA COKE THUMS UP FANTA SPRITE LIMCA SODA 300ML                 200ML 250ML no 2 LTR          600ML 1. 1 PACK 300ML 200ML 250ML 2 LITRES 600ML 1.2 LTR 1 LTR NO.2 LTR Table no.OF BOTTLES IN A CASE 24 24 24 9 24 12 64 | P a g e .

Fig 22 SWOT Analysis 65 | P a g e . ‡ Strong Brand Image ‡ Strong Market Share ‡ Good Advertisement Campaign and Brand Ambassdors WEAKNESSES ‡ Pricing Strategy ‡ Lack of Availaibility of Brands in 1 litre PET bottles. ‡ Retailers are not aware of the schemes. ‡ Small Scale Sector Reservations Limit ability to invest and achieve Econmies of Scale ‡ Lack of proper distribution in some areas. SWOT ANALYSIS OPPORTUNITIES ‡ Large Domestic market ‡ Launch of other brands ‡ Export Potential ‡ Growing Water Bottled Market THREATS ‡ Intense Competition ‡ Dependence on Bottling Partners ‡ Government Policies ‡ Schemes of Pepsi are far more better than Coke.STRENGTH ‡ Strong and reliable Distribution Network.

66 | P a g e . i The second objective of my report is to find out the brand availability of Coca Cola vis-a ± vis Pepsi. one is qualitative and one is quantitative method. In collecting requisite data and information regarding the topic selected. In quantitative technique. In data collection two methods are used. I visited 600 shops and collected the data. After the detailed study. analysis tool to find the market share of Coca-Cola in areas covered under VITAL.RESEARCH METHODOLOGY This chapter describes the methodology of the study. RESEARCH OBJECTIVES i To find out Market comparison of all the available brands of the soft drinks in the market. an attempt has been made to present comprehensive analysis of Coca cola. This project is based on information collected from primary and secondary sources.

It specifies the details of the procedures necessary for obtaining the information needed to structure and/or solve research problem. 67 | P a g e . Conclusive research can be further divided into two types:y y Descriptive Experimental The research design used in this project is a DESCRIPTIVE DESIGN. the problem situation confronting the researcher. etc. Descriptive study as the name implies is designed to describe something-for example the characteristics of users of a given product. Conclusive research is designed to assist the decision maker in determining evaluating and selecting the best course of action to take in a given situation.RESEARCH DESIGN A research design is a framework or blueprint for conducting the research project. On the basis of fundamental objectives of the research we can classify research design into two general types: 1) EXPLORATORY RESEARCH 2) CONCLUSIVE RESEARCH Exploratory research is one type of research design. and comprehension of. which has its primary objective the provision of insights into. age. the degree to which the product varies with income.

which have helped in data gathering. and are original in character. It is necessary that the data collected is a reliable data in order to achieve the research objective. PRIMARY DATA 2 SECONDARY DATA 1) PRIMARY DATA: Primary data is the data which are fresh and collected for the first time.DATA COLLECTION METHODS The success of any project or market survey depends heavily on the data collection and analysis. All data sources can be classified into two data: 1. There are various Primary data collection techniques.This data is simply used up by the researcher for his purpose of collected the data and its use is now not the same The secondary data source here in this project are:a) MAGAZINES b) WEBSITES c) JOURNALS 68 | P a g e . The primary data collection techniques used in the project is as follows: a) PERSONAL INTERVIEW METHOD b) QUESTIONNAIRE METHOD c) OBSERVATION METHOD 2) SECONDARY DATASecondary data are those data. which have been already collected or published for the purpose other than specific research need at hand .

Sample Size Our project Guide. sarojni nagar. interpretive/objective design was chosen. Sampling Techniques For the study we have taken a sample size of 600 respondents pose non probability sampling technique. banthra. The sample size I have taken 600 units. keeping in view the time consideration. as a part of non probabilistic sampling techniques. lda colony. Further we also applied convenience sampling. bijnour. determined the size of the sample arbitrarily. According to this project¶s/ surveys the analytical. telibagh and gauri bazaar. Research Instrumentsy y Questionnaire-A printed questionnaire was their to make the survey. 69 | P a g e . structure & strategy of investigation conceived so as to attain answer to question¶ to survey and to control the variances. judgment sampling.SAMPLING DESIGN Design is the plan. Universe of the Study The universe of the study. I have selected all retail outlets who are in a radius of 24 km from Bangla Bazaar (Lucknow) region. Area of Survey-bangla bazaar. neel matha.

Retailers survey. 70 | P a g e .600 outlets Sampling procedure-Random sampling Sampling method.Sampling plan y y y y Sampling unit . Sampling size.Owners of the retail outlets.

LIST OF LOCATIONS

LOCATIONS D 1 D TE IB G 1 TE IB G B NT BI N U NEE M T S T NI N G NSP TN G

NO OF OUTL TS COVERED

5 6 4 4 4

G U IB I I D1 D
Table no. 2

4

TOTAL

71 | P a g e

DATA ANALYSIS

1) BRAND AWARENESS

BRAND Coca Cola Pepsi Parle Catch

RETAILERS RESPONSE 600 600 600 20

700 600 500 400 300 200 100 0

COCA COLA
Graph no. 1

PEPSI

PARLE

CATCH

Interpretation
Retailers are much aware about brands Coca Cola, Pepsi and Parle while 20 of them were aware about Catch. This can be due to the fact that it¶s the new brand which was launched recently, so many of them were not aware. 72 | P a g e

2) Which brand you sell ?

BRAND Coca Cola Pepsi Both

RESPONSE IN % 12 8 80

90 80 70 60 50 40 30 20 10 0

COCA COLA
Graph no. 2

PEPSI Interpretation

BOTH

80% of the retailers sell both the brands, i.e. Coca cola and Pepsi, While 12% and 8% of the retailer¶s sells only Coca Cola and Pepsi respectively.

73 | P a g e

74 | P a g e . 3 Pepsi Both No Interpretation It was seen that 40% of the outlets were having both (Coca Cola and Pepsi) visi coolers.3) Visi cooler you are having Response in % Coca Cola Pepsi Both No 45 40 35 30 25 20 15 10 5 0 18 14 40 28 Coca Cola Graph no. While. 28 % of the outlets were without visi coolers. 18% and 14% are provided by the Coca Cola and Pepsi respectively.

4) purity of the visi cooler maintained or not ? Response in % Yes No 40 60 YES Yes NO No Graph no. 75 | P a g e . do not maintain any purity of their visi coolers. 4 Interpretation It was seen that only 40% of the retail owners maintain the purity of their visi coolers which are provided by the company. While 60% of them.

5 In µblack flavour¶ thums up has 90% availability. 6 i Miranda is present in 60% of all the outlets surveyed i Fanta is present in 80% of all the outlets surveyed 76 | P a g e   ¡    O OLA THUMS UP Interpretation Interpretation .5) product comparison of pepsi and coke in RGB bottles A BLACK FLAVOUR 100 80 60 40 20 0 PEPSI Graph no. coca cola has 60% availability while Pepsi has only 70% availability. B ORANGE FLAVOUR 100 80 60 40 20 0 MIRANDA FANTA Graph no.

8 Interpretation 77 | P a g e .C LEMON FLAVOUR 82 80 78 76 74 72 70 68 66 64 LIMCA 7 UP MOUNTAIN DEW Graph no. D MANGO FLAVOUR 90 80 70 60 50 40 30 20 10 0 MAAZA SLICE Graph no. 7 SPRITE Interpretation i LIMCA is present in 80% of the shops i 7 UP is present in 70% of all the shops i MOUNTAIN DEW is present in 80% of all the shops i SPRITE is present in 80% of all the shops.

i MAAZA is present in 80% of all the outlets visited. Mountain Dew is mostly demanded. 6) brand preferred by customers Graph no. 7) market share S. Thumps Up is mostly demanded and in Pepsi.NO. 2. i SLICE is present in 60% of all the outlets visited. AREA SURVEYED MARKET SHARE (In Percentage) COKE PEPSI 1. LDA 1 LDA 2 JAIL ROAD 1 60 60 50 40 40 50 78 | P a g e . 9 PEPSI 40% COKE 60% Interpretation Retailers answered that Coke brands are mostly preferred than Pepsi brands. In Coke product line. 3.

7. ¢ 79 | P a g e . JAIL ROAD 2 TELIBAGH 1 TELIBAGH 2 NEEL MATHA BIJNOUR GAURI BAZAR SAROJINI NAGAR TOTAL 50 95 95 70 80 50 40 63 50 5 5 30 20 50 60 37 Graph no. 10 MARKET SHARE PEPSI 37% C KE 63% Interpretation After Surveying 10 Areas of Lucknow it was seen that Coca Cola has 63% of market share while Pepsi have 37%. 5. 8. 9. 10.4. 6.

11 YES NO Interpretation It was seen that 36% of the retailers were not satisfied with the distribution network. company has to work really hard on this issue. if it has to maintain its position.8) are you satisfied with the distribution network? YES NO Response in % 64 36 Sales Graph no. 9) daily sales Daily sales 0. So.5 ± 2 crates 3-5 crates Response in % 67 18 6-10 crates More than 10 crates 11 4 80 | P a g e .

Retailer¶s having sales of more than 10crates were basically the big shops or the restaurants like Wadhwa bakers.5-2 crate 3-5 crate 6-10 crate <10 Interpretation 67% of the retailers have daily sales of 0.5-2 crates. Raj and Raj. While 4 % of the retailer¶s gives daily sales of more than 10 crates. 12 70 60 50 40 30 20 10 0 0. 10) you are told about the various schemes that are run from time to time ? % YES NO SOMETIMES 60 35 5 81 | P a g e .Graph no. etc. and 18% of the retailers have daily sales of 3-5 crates.

11) do you think promotional activities done by the company in the outlets can increase the sales? YES NO Response in % 89 11 82 | P a g e . 60% agreed that they are informed about various schemes while 5 % complained that they are not informed about various schemes on a regular basis.SOMETIME S NO Graph no. 13 YES YES NO SOMETIMES Interpretation 35% owners of the retail outlets complained that they are not informed about the various schemes that are run by the company.

14 NO YES NO YES Interpretation 89% of them agreed with the statement ³jo dikhta hai wo hi bikta hai´. 11% of them were against this.Graph no. While. 12) coca cola company should improve upon? Response in % Quality Service Schemes Distribution 2 28 32 38 83 | P a g e .

13) how would you rate coca cola Excellent Good Average Bad Very bad Response in % 32 30 20 16 2 84 | P a g e . while 28% of them were not satisfied with its service. 15 QUALITY SERVICE SCHEMES DISTRIBUTION Interpretation 38% of the retailers suggested that company should improve its distribution.Graph no. 2% and 32% were not happy with the quality and schemes respectively.

85 | P a g e . 16 Interpretation 32% of the retailer¶s were very happy with the Coca Cola. 30% rated Coca Cola good and 20% of them rated as average. this can be due to many factors. 2% rated Coca Cola as very bad.40 30 20 10 0 Graph no.

‡ Cocacola is the market leader and Pepsi is the market challenger.PERSONAL OBSERVATIONS ‡ The most popular flavor is Thumsup in the whole market. ‡ Sprite has the fastest grownup brand in the clear lime segment in the recent years. ‡ Sales promotion of Pepsi is slightly more than Coca Cola ‡ Customers prefer PET bottles than RGB bottles 86 | P a g e . ‡ Thumsup has the highest sales from the Coca cola¶s side and from the Pepsiµs side mountain Dew has the highest sales. ‡ Aquafina has more sales then Kinley in mineral water segment. ‡ In the off season when the sale is reduced retailers want more schemes. ‡ Pepsi provides more schemes then Cocacola.

Shopkeeper feedback should be taken in regular manner. ‡ 11. openers to the retailers as these type of free gifts are significant and they promote those company's products who provide such items to them ‡ 10. Company should take all the complaints very seriously and try to resolve them early.e. ‡ Sales People and delivery persons should properly monitor the market whether stocks are available and are properly utilized in the market or not. ‡ At some petrol-pumps company should install Fountain Machine. ‡ Company should give discount with every crate as is being done by Pepsi. ‡ The company must try to make different brands of Coca-Cola available at every retail outlet whether it is large or small. Chairs wall clocks. purity must be improved. It will be helpful in generating impulse purchase and also as awareness about the products of the company. stands.RECOMMENDATIONS ‡ Delivery position should be maintained to get good return from the market. ‡ Display material should be provided to the retailers on more regular basis to increase the sales level. i. and the customers has shown the great response on this issue. otherwise the consumer may go for substitute. ‡ The company should take steps to replace damaged or unsellable Coca-Cola goods frequently from the retailers. ‡ Company should provide Tables. 87 | P a g e . ‡ Maintenance work of refrigerator.

sarojni nagar and neel matha other areas are untouched then results may vary.telibagh. 88 | P a g e . The data obtained is focused to bangla bazar.LIMITATIONS Due to shortage of time.banthra.lda. study was restricted. Many times consumers hide the exact information and provide what the informee wants.bijnour. Due to their busy schedules many of them have not taken active part in filling up the queationnaire.

wikipedia.google. Marketing management.com y www.oligopoly.ask. Pearson Education.com y www.BIBLIOGRAPHY y Kotler Philip .com y www.com y www. New Delhi. 2007. y Booklet of Coca-Cola India. y www.economictimes.com.coca-colaindia.indiatimes. y www.Coca-Cola.com 89 | P a g e .com y www.

4 Whether the purity of the refrigerator is maintained or not? YES NO Q5 How many brands are available in your shop in the RGB and PET Bottles? (A) COCA COLA SPRITE FANTA (B)In PET COCA COLA SPRITE THUMS UP LIMCA 90 | P a g e In RGB THUMS UP LIMCA MAAZA . NO.1 Which brand you sell ? PEPSI COCA COLA BOTH Q. Q. ««««««««««««««««««««««.QUESTIONAIRE NAME OF THE SHOP««««««««««««««««« ADDRESS«««««««««««««««««««««« TEL.2 why you are not selling the Coca cola or Pepsi product? Q.3 which company refrigerator you are having? PEPSI COCA COLA BOTH Q.

7 Are you aware of the various schemes run by the coca cola? YES Q.8 Are you satisfied with the distribution network? YES Q.FANTA MMPO MAAZA NIMBO FRESH Q.5-2crates 3-5 crates More than 10 crates Q.10 Do you think promotional activities can increase sales? YES NO 6-10 crates NO NO Q11 According to you a company should improve upon? Distribution Quality Service Schemes COMPLAINTS OR SUGGESTIONS 91 | P a g e .6 which brand is preferred by the customers or which has the maximum sales? PEPSI COCA COLA Q.9 Your daily sales? 0.

92 | P a g e .