SUMMER TRAINNING PROJECT REPORT

ON
“TO STUDY THE RELEVANCE OF DIFFERENT
MARKETING STRATEGIE AND ‘RED’ ON THE
SALES OF COCA COLA”
Submitted In Partial Fulfilment of the Requirement of M.B.A. Degree of
Gautam Budha Technical University, Lucknow

SESSION : (2012-13)

SUBMITTED TO :- SUBMITTED BY:-

Mrs. Shweta Singh Guddu Bharati

Director M.B.A. 3rd Sem.
Roll No.-1118070016

M P Institute of Management & Computer Application,

Bhagatua, Varanasi
 SUMMER TRAINNING PROJECT REPORT
ON
“TO STUDY THE RELEVANCE OF DIFFERENT
MARKETING STRATEGIE AND ‘RED’ ON THE
SALES OF COCA COLA”
Submitted In Partial Fulfilment of the Requirement of M.B.A. Degree of
Gautam Budha Technical University, Lucknow

SESSION : (2012-13)

SUBMITTED TO :- SUBMITTED BY:-

Mrs. Shweta Singh Manoj Ram

Director M.B.A. 3rd Sem.
Roll No.-1118070028

M P Institute of Management & Computer Application,

Bhagatua, Varanasi
DECLARATION
 DECLARATION
I, Manoj Ram, hereby declare that the information presented in this report

is correct to the best of my knowledge and the analysis is as per the norms

and guidelines provided for the report. I have utilized the requisite concepts

and applied the required methodologies to analyze the primary data

collected to reach the conclusion present in the report.

I claim the report to be my indigenous work and has not been presented

anywhere for any purpose, what-so-ever.

Manoj Ram

M.B.A. 3rd Sem.

ACKNOWLEDGEMENT
 ACKNOWLEDGEMENT

It is indeed a moment of immense gratification for me to express my deepest

gratitude to the faculty of “M.P. Institute, Varanasi ” for providing me with
an opportunity to undertake my summer internship program from a world
recognized beverage company – HINDUSTAN COCA COLA BEVERAGES
PVT. LTD.
At the same time, I would also like to thank the company’s management for
granting me the permission of being the part of their esteem organization
and enhance my knowledge by doing summer training project under their
guidance.

The learning during the project was immense & invaluable. It was a
challenging & enlightening association with the company, which helped me
to understand the reality of work place, made me manage the personal life
with work and also helped me to be more prepared for other industry.

The following persons deserve special thanks for their support during this
process of learning:-

Mr. Ajay Singh (HR Manager)

Mr. Sushil Patel (Capability Devpt. Executive)
Mr. Ranvijay Narayan ( Sales Training Leader)
Mr. Manish Srivastava (Project Internal Guide)
Mr. Surya Pratap (Market Developer)
PREFACE
 PREFACE
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
manufacturer, marketer and distributor of non-alcoholic beverage
concentrates and syrups, used to produce nearly 400 beverage brands. It sells
beverage concentrates and syrups to bottling and canning operators,
distributors, fountain retailers and fountain wholesalers. Coca-Cola was first
introduced by John Syth Pemberton, a pharmacist, in the year 1886 in Atlanta,
Georgia.

The project topic basically talks about the Relevance of different

marketing strategies and RED on the sale of Coca cola and understanding
the retailer’s psyche. The present report is an amalgamation of our thoughts
and our efforts to study the present marketing scenario.

Advanced statistical technology for measurement, analysis and tests have

been used in the preparation of the project. The findings of the activity have
been drawn out in form of graphs and suggestions have been offered there
from.
CONTENTS

CONTENTS
Introduction

Company Profile

Objectives

Research Methodology

Analysis

Findings

Conclusion

Limitation

Recommendation

Bibliography

Annexure
INTRODUCTION
 TYPES OF CHANNEL / OUTLET

Product line of Coca - Cola can be available at the following places-

1) Convenience Outlet: - It refers to those outlets which provide items

of daily use. Such outlets can be easily located near our houses.
For Example:-

Stationery Shop
General Store
Paan Shop
PCO

2) Grocery Outlet: - these are those shops or outlets which along with
selling the household items like: pulses, rice, etc sell other items of
daily consumption also.

3) E and D: - Here E and D stands for Eating and drinking. It refers to

those shops where ready to eat food items are available. Such places
have eating and drinking facilities and might have a sitting
arrangement also. Such type of outlets can be categorized under two
heads:-
 E and D Type -1: - Such places don’t have a sit and eat
arrangement for their customers. For Example: - Bakery’s, Sweet
Shops, etc.

E and D Type -2: - Such places have a sit and eat arrangement
for there customers. For Example: - Restaurants, Hotels, Dhaba’s,
etc.

R.E.D(RIGHT EXECUTION DAILY)

 RED is a tool through which Coca cola analyzes the

performance of both employee and outlets.
 For correct analysis of the performance, company uses three
main criteria which are

 VISI COOLER (25 Marks)

 AVAILABILITY (60 Marks)
 ACTIVATION (15 Marks)

 These marks are provided my a surveyor company named

AC Nelson who are responsible for the analyzing the
performance of both employee and outlets by providing
them actual marks on different grounds.
 Employees basically Market Developers work
daily on RED.

 They perform the following tasks :

 Market Visit
 Activation
 Availability
 Warm Display
 Greed the customer
 Cooler Purity/ Merchandizing
 Range Selling / Order taking
 Thanks

 Company classify the outlet in to four categories which are:

 Diamond Outlet:-
They are those outlets which sell above 800 crates in a
year.

 Gold outlet:-
They are those outlets which sell in between 500 –
799 crates in a year.
  Silver Outlet:-
They are those outlets which sell in between 200 –
499 crates.

 Bronze Outlet:-
They are those outlets which sells up to 200 crates.

 On the basis of RED score, discounts and schemes are

allotted every year.

 On the basis of RED score, performance of Market

Developers are also measured.
 ABOUT COCA – COLA

It is the world’s favorite drink, and the most valuable brand. It is considered
as the most recognizable word across the word after OK.

Coca- Cola has a truly remarkable heritage. From a humble beginning in

1886, it is now the flagship brand of the largest manufacturer, marketer and
distributor of no -alcoholic beverages in the world.

In India, Coca Cola was the leading soft-drink till1977 when government
policies necessitated its departure. Coca Cola made its return to the country
in 1993 and made significant investments to ensure that the beverage is
available to more and more people, even in the remote and inaccessible
parts of the nation.
Coca - Cola returned to India in 1993 and over the past ten years has
captured the imagination of the nation, building strong associations with
cricket the thriving cinema industry, music, etc. Coca – Cola has been very
strongly associated with cricket sponsoring the WORLD CUP in 1996 and
various other tournaments, including the Coca – Cola Cup in Shajah in the
late nineties. Coca – Cola’s advertising
campaigns “Jo Chaho Ho Jaye” and “Life ho to Aisi” were very popular and
had entered the youth’s vocabulary. In 2002, Coca – Cola launched the
campaign “Thanda Matlab Coca – Cola” which sky-rocketed the brand to
make it India’s favourite soft – drink brand.
 In 2003, Coke was available for just Rs. 5 across the country and this pricing
initiative together with improved distribution ensured that all brands in the
portfolio grew leaps and bounds.

Coca – Cola has signed on various celebrities including

movie stars such as Karishma Kapoor, Crickters such as Srinath, Sourav
Ganguly, and Southern Cinemas Celebrities like Vijay in the past. And today
its brand ambassadors are Aamir Khan, Imran Khan, Hrithik Roshan, etc.
COMPANY

PROFILE
Coca-Cola, the product that has given the world its best-known taste,
was invented by Doctor John Pemberton, a pharmacist from Atlanta, Georgia,
on May 8, 1886. The Coca-Cola formula and brand was bought in 1889 by
Asa Candler who incorporated The Coca-Cola Company in 1892 and by 1895
it was being sold in every state and territory in the United States. In 1899,
The Coca-Cola Company began franchised bottling operations in the United
States.

Coca-Cola Company is the world’s leading manufacturer, marketer and

distributor of non-alcoholic beverage concentrates and syrups, used to
produce nearly 400 beverage brands. It sells beverage concentrates and
syrups to bottling and canning operators, distributors, fountain retailers and
fountain wholesalers. The Company’s beverage products comprises of
bottled and canned soft drinks as well as concentrates, syrups and not-
ready-to-drink powder products. In addition to this, it also produces and
markets sports drinks, tea and 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 Coca-Cola system has
successfully applied a simple formula on a global scale: “Provide a moment
of refreshment for a small amount of money- a billion times a day.”

The Coca-Cola Company and its network of bottlers comprise the most
sophisticated and pervasive production and distribution system in the
world. Through the world’s largest beverage distribution system, consumers
in more than 200 countries enjoy the Company’s beverages at a rate of 1.5
billion servings a day. More than anything, 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-Cola Company the
world’s premier soft-drink enterprise. From Boston to Beijing, from
Montreal 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-Cola has created a special moment of pleasure for hundreds of
millions of people every day.
Headquarter

The Coca-Cola Company

P.O. Box 1734
Atlanta, GA 30301, USA

Location (address): United States, Georgia, Atlanta

Longitude: -84° 23' 50"
Latitude: 33° 46' 14"
Organisational
Structure
CHIEF EXECUTIVE
OFFICER

VICE PRESIDENT
HUMAN SUPPLY CHAIN
RESOURCE
DIRECTOR

CHIEF FINANCE REGIONAL VICE

OFFICER PRESIDENT
(NORTH)

REGIONAL VICE
PRESIDENT
(CENTRAL)
VICE
PRESIDENT
BSG
 REGION VICE
AGM/AOD PRESIDENT
– UNIT 1 AGM/AOD –
UNIT 2
AGM/AOD
– UNIT 3 AGM/AOD –
UNIT 4
REGION
FINANCE
REGION
HUMAN
REGION RESOURCE
CUSTOMER
SERVICE
REGION
EXTERNAL
REGION AFFAIRS
COLD
DRINK
REGION LEGAL

REGION
BSG
REGION
DIRECTOR/
MANAGER

REGION REGION
CAPABILITY CHANNEL
MANAGEMENT
 AGM/AOD

PLANT GENERAL HUMAN

MANAGER SALES RESOURCE
MANAGER MANAGER

ROUTE TO FINANCE
MARKET MANAGER

CHANNEL AREA
AREA SALES MANAGER
MANAGER CAPABILITY
MANAGER

SALES SALES
EXECUTIVE TRAINERS

MARKETING KEY
ACCOUNTS

MARKET DISTRIBUTER
DEVELOPER AND
SALESMAN
Products
COCA – COLA:

Coca-Cola has a truly remarkable heritage. From a humble beginning in

1886, it is now the flagship brand of the largest manufacturer, marketer
and distributor of non- alcoholic beverages in the world. In India, Coca-
Cola was the leading soft drink till 1977 when govt. policies
necessitated its departure. Coca-Cola made its return to the country in
1993 and made significant investments to ensure that the beverage is
available to more and more people, even in the remote and inaccessible
parts of the nation. Coca-
Cola returned to India in
1993 and over the past ten
years has captured the
imagination of the nation,
building strong associations
with cricket, the thriving
cinema industry, music etc.
Coca-Cola has been very
strongly associated with
cricket, sponsoring the
World Cup in 1996 and
various other tournaments,
including the Coca-Cola Cup in Sharjah in the late nineties. Coca-Cola’s
advertising campaigns “Jo Chaho Ho Jaye” and “Life Ho To Aisi” were
very popular and had entered the youth’s vocabulary. In 2002, Coca-

Cola launched the campaign “Thanda Matlab Coca-Cola” which sky-

rocketed the brand to make it India’s favorite soft-drink brand. In 2003,
Coke was available for just Rs.5 across the country and this pricing
initiative together with improved distribution ensured that all brands in
the portfolio grew leaps and bounds. Coca-Cola had signed on various
celebrities including movie stars such as Karishma Kapoor, cricketers
such as Srinath, Sourav Ganguly, southern celebrities Vijay in the past
and today, its rand ambassadors are Aamir Khan, Aishwarya Rai,
Vivek Oberoi and cricketer Virendra Sehwag.
THUMS UP:
Strong cola Taste, Exciting Personality
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 its strong, fizzy
taste and its confident, mature and uniquely masculine attitude. This
brand clearly seeks to separate the man from the boys.
FANTA:
Internationally, Fanta – The orange drink of The 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 “The Fun Catalyst”. Perceived as a fun
youth brand, Fanta stands for its vibrant color, tempting taste and
tingling bubbles that not just uplifts feelings but also helps free spirit
thus encouraging one to indulge in the moment. This positive imagery is
associated with happy, cheerful and special times with friends.
LIMCA:

Lime n’ Lemoni Limca, the drink that can cast a tangy refreshing spell
on anyone, 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 growths year on year and Limca continues to
be the leading flavours soft drink in the country. The sharp fizz and
lemoni bite combined with the single minded positioning of the brand
as the ultimate refresher has continuously strengthened the brand
franchise. Limca energizes refreshes and transforms. Dive into the zingy
refreshment of Limca and walk away a new person…
SPRITE:

Worldwide Sprite is ranked as the No.4 soft drink and 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
the clear lime category. Today Sprite is perceived as a youth icon. Why?
With a strong appeal to the youth, Sprite has stood for a straight
forward and honest attitude. It’s clear crisp refresh hinge taste
encourages the today’s youth to trust their instincts, influence them to
be true to who they are and to obey their thirst.
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 “Botel Mein Aam,
Maaza hai Naam”. Consumers regard Maaza as wholesome, natural, fun
drink which delivers the real experience of fruit. The current
advertising of Maaza positions is as an enabler of fun friendship
moments between moms and kids as moms trust the brand and the kids
love its taste. The campaign builds on the existing equity of the brand
and delivers a relevant emotional benefit to the moms rightly captured
in the tagline “Yaari Dosti Taaza Maaza”.
KINLEY:
Water a thirst quencher that refreshes, a life giving force that washes all
the toxins away. A ritual purifier that cleanses, purifies, 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
understated. Particularly in a nation such as India where water governs
the lives of the millions, be it as part of everyday rituals or as the
monsoon which gives life to the subcontinent. Kinley water understands
the importance and value of this life giving force. Kinley water thus
promises water that is as pure as it is meant to be. Water you can trust
to be truly safe and pure. Kinley water comes with the assurance of
safety from the Coca-Cola Company. That is why company introduced
Kinley with reverse-osmosis along with the latest technology to ensure
the purity of the product. That’s why Coca-Cola goes through rigorous
testing procedures at each and every location where Kinley is produced.
Because they believe that right to pure, safe drinking water is
fundamental. A universal need, which cannot be left to chance.
MINUTE MAID PULPY ORANGE(MMPO):

Minute maid pupply orange cold drink no gas only based on orange juice. It
is a non-aerated soft drink and market competitor of Tropicana Twister.
MINUTE MAID NIMBU FRESH:

Minute Maid Nimbu Fresh is a lemon juice-based drink from The Coca-Cola
Company's (TCCC) developed especially for Indian consumers.

‘Minute Maid Nimbu Fresh' is made out of great quality fresh lemon juice
concentrate, providing consumers with a great

refreshing experience - just like natural, home-made ‘nimbu pani'.

Innovative consumer proposition of Minute Maid Nimbu Fresh is best

explained by the brand's tagline – ‘Bilkul Ghar Jaisa' (just like home)
 Mission, Vision &

Values
The world is changing. To continue to thrive as a business over
the next ten years and beyond, the company must look ahead,
understand the trends and forces that will shape its business in
the future and move swiftly to prepare for what's to come. It must
get ready for tomorrow today. That's what its 2020 Vision is all
about. It creates a long-term destination for business and
provides with a "Roadmap" for winning together with bottling
partners.

Mission

Our Roadmap starts with our mission, which is enduring. It declares our
purpose as a company and serves as the standard against which we weigh
our actions and decisions.

 To refresh the world...

 To inspire moments of optimism and happiness...

 To create value and make a difference.

 Vision for sustainable growth
Our vision serves as the framework for our Roadmap and guides every

aspect of our business by describing what we need to accomplish in order

to continue achieving sustainable, quality growth.

 People: Be a great place to work where people are inspired to be

the best they can be.

 Portfolio: Bring to the world a portfolio of quality beverage brands

that anticipate and satisfy people's desires and needs.

 Partners: Nurture a winning network of customers and suppliers,

together we create mutual, enduring value.



 Planet: Be a responsible citizen that makes a difference by helping

build and support sustainable communities.

 Profit: Maximize long-term return to shareowners while being

mindful of our overall responsibilities.

 Productivity: Be a highly effective, lean and fast-moving

organization.

Values

The values that the employees in the Company are expected to keep up to
and work by regularly are as follows:

Leadership: To take an initiative and lead, motivate and drive the team with
energy and zeal, to deliver outstanding results.

Innovation: To continuously strive for progress and reach the next level of
excellence in everything we do.
Passion: To be deeply committed and display drive and energy in
the quest to deliver outstanding performance.

Teamwork: To unite for greater strength and work collectively as a group

towards the achievement of common goals.

Ownership: To think and act like owners at all levels; to have

decisions taken at the lowest appropriate level.

Accountability: To be individually and transparently accountable to our

colleagues for delivering agreed targets and goals.

Quality Policy

“To ensure customer delight, we commit to quality in our thoughts, deeds

and actions by continually improving our processes…Every time.”

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

 Segmentation based on the amount of consumption i.e. high levels of

consumption and low levels of consumption.

BEVERAGES
Alcoholic

Non-Alcoholic

Carbonated

Non-Carbonated

Cola

Non-Cola
If the behavioral patterns of consumers in India are closely noticed,

it could be observed that consumers perceive beverages in two different

ways i.e. beverages are a luxury and that beverages have to be consumed

occasionally. These two perceptions are the biggest challenges faced by the

beverage industry. In order to leverage the beverage industry, it is important

to address this issue so as to encourage regular consumption as well as and

to make the industry more affordable.

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.

 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.

 Consumer education is a must to bring out benefits of beverage

consumption whether in terms of health, taste, relaxation, stimulation,

refreshment, well-being or prestige relevant to the category.

  Communication should be relevant and trendy so that consumers are

able to find an appeal to go out, purchase and consume.

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, as a big opportunity, for brand and sales growth in turn to add up to

the overall growth of the food and beverage industry in the economy.

The competitors to the products of the company mainly lie in the non-

alcoholic beverage industry consisting of juices and soft drinks.

The key competitors in the industry are as follows:

PepsiCo:

The PepsiCo challenge, to keep up with archrival, the Coca-Cola Company

never ends for the World's # 2, carbonated soft- drink 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 Lipton 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.

Nestlé:
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 which has been introduced into the market by Nestle provides a

considerable amount 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 compared 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

ever since times and people have laid all their trust in the Company and the

products of the Company. Apart from food products, Dabur has introduced

into the market Real Juice which is packaged fresh fruit juice. These

products give a strong competition to Maaza and the latest product Minute

Maid Pulpy Orange.

Strategies
The company uses various marketing tactics to maintain the demand of its

products and regulate its sales so that it may be able to face the tough

competition and stand tall in this modern dynamic world where the

demands of the consumers changes rapidly.

TV COMMERCIALS –
The various TV commercials with television stars, cricketers, politicians and

other famous personalities helps the company in creating interests in the

minds of the customers. Also, the launch of new products create anxiousness

in the customers minds and thus they are influenced to consume those new

products.

REDUCTION IN PRICE-

The recently adopted strategy by the company was the reduction in the price

of 1.25Lts soft drink in which the price of the product was brought down

from Rs38 to Rs33.

OFFERS-
In addition to it, the company also gave a scheme with its product SPRITE

whereby the talk times were given to the people under the advertising logo “SPRITE

KHOL, SEEDHA BOL”. In this case, various codes were written below the crowns and

wrappers of the soft drink and those codes had to be sent through a message on a

specified number, thus increasing the talk time balance of the consumer.

BANNERS AND BUNTINGS –

The company also attaches various banners and buntings outside

the outlets so that the passers-by may have a look at them and are

influenced to consume the brand of the company.

EMPTY CRATS –
The company also makes the retailers to keep its empty carats

outside their shops because its dark red colour with highlighted

COCA COLA written on it makes the consumers influenced to

consume the brands offered by the company.

ADDITIONAL BOTTLES ON CRATS-

The company, as a part of its marketing and selling strategies,

offers additional bottles on carats to the retailers so that the

retailers may also be influenced to sell its brands.

SHELVES AND

STANDS-

Retailers are also provided with shelves and stands so that they can display

the bottles by putting them in those shelves and stand. The retailers are,

often, provided display money for such sort of work.

VISI COOLER (REFRIGERATOR)-

The company aims at putting its visible cooler (refrigerator) at the entrance

of the retail outlets so that the passers-by are influenced to consume the

product.

DISTRIBUTING VEHICHLES-
The delivery autos and vans in which the products are distributed to

different retail outlets are open to sky, as a result of which, the products

being delivered are visible to the general public.

GLOWSIGN BOARD –
The company also attaches GLOWSIGN BOARD above the outlet which is a

long board and sparks light at night. It looks very attractive and catches the

attention of the passers-by. Moreover, it also highlights the name of the

retail outlet so the owner also finds it good in getting its outlet’s name

attached on the board of such a big and respectable brand.

FINANCIALS
The passion and determination belonging to the women and men of Coca-

Cola helped it continue to grow during the worst economic environment

since World War II. Its intense focus on growing its brands, gaining share,

driving revenue growth and leveraging productivity enabled it to meet its

2009 volume and profit growth goals, in line with its long-term

targets.

The company entered 2009 with a simple and clear purpose: to confront the

global economic uncertainty by focusing on what it could control. It worked

to ensure that it came out of this crisis in an even stronger position by

communicating with its consumers and retail customers; investing in

innovation; and enhancing its distribution, sales and production capabilities

around the world.

The following details gives a brief view about the financial details of the

company : -

As per the balance sheet drawn on Apr 3, 2009, the total assets and liabilities

of the company stood at $43,103 million.

As per the cash flow statement ending for 3 months on Apr 3, 2009, the net

increase in the cash and cash equivalents were $2115 million.

As per the income statement ending for 3 months on Apr 3, 2009, the income

tax paid by the company was $456 million and the net income attributable to

the shareowners of the company was $1348 million.

Working with more than 300 bottling partners, the company added

approximately 650 million incremental unit cases of volume to its business,

a 3 percent gain over 2008.

In 2009, the Company generated $8.2 billion in cash from operations, up 8

percent from 2008 and marking the first time it surpassed the $8 billion

mark.

The company reinvested $2 billion back into its business, repurchased $1.5

billion in Company stock and paid $3.8 billion to shareowners through

dividends.

Its leadership efforts across the sustainability spectrum, meanwhile, earned

the Company a place on the Dow Jones Sustainability World Index—

positioning it among the top 10 percent of the world’s largest 2,500

companies in terms of advancing sustainable business practices.

 SWOT ANANLYSIS
In today’s modern world of cut throat competition, the company must make

the best possible use of its strengths, should carefully analyze its weaknesses

and try to remove it, must try to find out the different available
opportunities and must protect itself from the threats that

continuously posses danger to the business of the company.

Strengths
Distribution network: The Company has a strong and reliable distribution

network. The network is formed on the basis of the time of consumption and

the amount of sales yielded by a particular customer in one transaction. It

has a distribution network consisting of a number of efficient salesmen,

700,000 retail outlets and 8000 distributors. The distribution fleet includes

different modes of distribution, from 10-tonne trucks to open-bay three

wheelers that can navigate through narrow alleyways of Indian cities and

trademarked tricycles and pushcarts.

Strong Brands:
The products produced and marketed by the Company have a strong brand

image. People all around the world recognize the brands marketed by the

Company. Strong brand names like Sprite, Fanta, Limca, Thums Up and

Maaza add up to the brand name of the Coca-Cola Company as a whole. The
red and white Coca- Cola is one of the very few things that are

recognized by people all over the world. Coca-Cola has been named the

world's top brand for a fourth consecutive year in a survey by consultancy

Interbrand. It was estimated that the Coca-Cola brand was worth

$70.45billion.

Low cost of operations:

The production, marketing and distribution systems are very efficient due to
forward planning and maintenance of consistency of operations which
minimizes wastage of both time and resources leads to lowering of costs.

Weaknesses

Low export levels: The brands produced by the company are brands

produced worldwide thereby making the export levels very low. In India,
there exists a major controversy concerning pesticides and other

harmful chemicals in bottled products including Coca-Cola. In 2003, the

Centre for Science and Environment (CSE), a non- governmental

organization in New Delhi, said aerated waters produced by soft drinks

manufacturers in India, including multinational giants PepsiCo and Coca-

Cola, contained toxins including lindane, DDT, malathion and chlorpyrifos-

pesticides that can contribute to cancer and a breakdown of the immune

system. Therefore, people abroad, are apprehensive about Coca-Cola

products from India.

Small scale sector reservations limit ability to

invest and achieve economies of scale: The Company’s operations are

carried out on a small scale and due to Government restrictions and ‘red-

tapism’, the Company finds it very difficult to invest in technological

advancements and achieve economies of scale.

Oppurtunities

Large domestic market: The domestic market for the products of the

Company is very high as compared to any other soft drink manufacturer.

Coca-Cola India claims a 58 per cent share of the soft drinks market;

this includes a 42 per cent share of the cola market. Other products account

for 16 per cent market share, chiefly led by Limca. The company appointed

50,000 new outlets in the first two months of this year, as part of its plans to

cover one lakh outlets for the coming summer season and this also covered

3,500 new villages. In Bangalore, Coca-Cola amounts for 74% of the beverage

market.

Export Potential: The Company can come up with new products which are

not manufactured abroad, like Maaza etc and export them to foreign nations.

It can come up with strategies to eliminate apprehension from the minds of

the people towards the Coke products produced in India so that there will be

a considerable amount of exports and it is yet another opportunity to broaden

future prospects and cater to the global markets rather than just domestic

market.

Higher people among people: Development of India as a whole has lead to an

increase in the per capita income thereby causing an increase in disposable

income. Unlike olden times, people now have the power of buying goods of
their choice without having to worry much about the flow of their

income. The beverage industry can take advantage of such a situation and

enhance their sales.

Threats

Imports: As India is developing at a fast pace, the per capita income has

increased over the years and a majority of the people are educated, the

export levels have gone high. People understand trade to a large extent and

the demand for foreign goods has increased over the years. If consumers

shift onto imported beverages rather than have beverages manufactured

within the country, it could pose a threat to the Indian beverage industry as

a whole in turn affecting the sales of the Company.

Tax and Regulatory Sector: The tax system in India is accompanied by a

variety of regulations at each stage on the consequence from production to

consumption. When a license is issued, the production capacity is mentioned

on the license and every time the production capacity needs to be increased,
the license poses a problem. Renewing or updating a license every

now and then is difficult. Therefore, this can limit the growth of the Company

and pose problems.

Slowdown in rural demand: The rural market may be

alluring but it is not without its problems: Low per

capita disposable incomes that is half the urban

disposable income; large number of daily wage earners, acute dependence

on the vagaries of the monsoon; seasonal consumption linked to harvests

and festivals and special occasions; poor roads; power problems; and

inaccessibility to conventional advertising media. All these problems might

lead to a slowdown in the demand for the company’s products.

OBJECTIVES

OBJECTIVES

 To find the relevance of different marketing strategies of the

coca cola.
 To find the impact of those strategies on the sale of the

company.

 To find the impact of RED (Right Execution Daily) on the

performance of the coca cola company.

 To find out the suggestions given by the retailers to enable the

Coca Cola Company to survive the cut throat competition.

 RESEARCH
METHODOLOGY

RESEARCH METHODOLOGY

Type of research: -
Descriptive research
Type of data use: -
Primary data and Secondary data
Data collection method: -
Field survey

Data collection technique: -

Questionnaire

Sample: - Individual.
Sample unit: - Varanasi City.

Sample size: - 100

Sampling method: - Convenience.

Data representation tools: -
As per the need of project analysis, the following tools are used:
 Graphs
 Bar Diagrams
 Pie chart
ANALYSIS
Q1. Your basic nature business

Table:1:-
SL.No. Options Respondents
1 General Merchant 42
2 Tea Stall/Sweet 29
Shop
3 Pan Shop 15
4 Restaurants/Dhaba 14

Total 100

Chart:1:-

Business Nature
Percentage of Respondents
45 42
40
35
29
30
25
20 15 14
15
10
5
0
General Merchant Tea Stall Pan Shop Restaurants
Type of Business

Interpretation:-
 As per the response given by the respondents in accordance with their
basic business nature,
 42% of them are general merchant, 29% include tea stall & sweet
house,
 15% having pan shop & rest 14 % are performing their business in
restaurants or in Dhabas.
 Q.2:- Since how long are you selling the brands of the
coca cola company?

Table:2:-
SL.No. Options Respondents
1 Less than 1 year 16
2 1 year – 3 year 39
3 3 year – 5 year 35
4 More Than 5 year 10
Total 100

Chart:2:-
Period of sale

1 year - 3 year
40 3 year- 5 year

30
less than 1 year
Percentage of
20
Respondents
More than 5 year
10

0
Time Duration
less than 1 year 1 year - 3 year 3 year- 5 year More than 5 year

Interpretation:-
 16% of the total respondents are selling the brands of Coca Cola Company
from less than 1year.
 39% of the respondents are selling the coca cola brands from between 1 to
3 years.
 35% of them are selling it between 3 to 5 year & the rest 10% of the
respondents are selling the brands from more than 5 years.

Q.3:- The reasons for selling the brands of the coca cola company.
Table:3:-
SL.No. Options Respondents
1 High demand 83
2 High Margin of 6
profit
3 Good service 6
4 All of these 5
Total 100

Chart:3:-
Reason for selling the coca cola brands

Good service All of these

6% 5%
High margin of
profit
6%

High Demand
83%

Interpretation:-
 The reason given by the respondents in accordance with the selling the
brands of coca cola is like that ,
 83% of the total respondents think due to high demand ,
 6% think that due to High margin of profit ,
 Other 6% think that due to good service, & rest
 5% think that all the reasons are equally important.
Q.4:- Are you satisfied with the marketing strategies adopted by
the coca cola company?
Table: 4:-
SL.No. Options Respondents
1 Yes 57
2 No 43
Total 100

Chart: 4:-

Satisfaction Level

Yes
No

Interpretation:-

 As per the response given by the respondents to this particular question ,

 53% of the total respondents are satisfied with the different marketing
strategies which are adopted by the coca cola company & rest
 47% of the respondents are not satisfied with the different marketing
strategies which are adopted by the company in accordance with its various
activities.

Q.5:- Which strategy, among these, attract the customers more

towards consuming the brands of coca cola company?
Table: 5:-
SL.No. Options Respondents
1 Glow sign board 26
above the shop
2 Putting carats 21
outside the shop
3 Visi cooler at the 35
gate of the shop
4 Displaying the 18
bottles on shelves
Total 100

Chart: 5;-
Strategy which attract most

Percentage of 35
26
respondents 21
18

S1
G.S.B

Putting Carats

visi cooler at

Displaying
bottles
gate

Strategies

Interpretation:-
 Visi coolers at the gate of the shop attract customers more as 35% of the
total respondents think so,&
 26% think that glow sign board above the shop attract most than any other
means
 21% have an opinion that putting carats outside the shop attract customers
most & rest
 18% think that displaying the bottles on shelves is more appropriate means
of attracting the customers.
Q.6:-“RED is an effective tool that has helped the coca cola
company to increase its sales and capture a large market share.”
Do you agree?
 Table:6:-
SL.No. Options Respondents
1 Yes 73
2 No 19
3 Not aware about 8
RED
Total 100

Chart:6:-
RED as an effective tool
80 73
70
60
50
40
30 19
20
8
10
0
Yes No Not
aware

Interpretation:-

 This Particular question is based on the impact of RED(Right Execution

Daily) towards the company performance.
 As per the responses given by the respondents , 73% have an clear cut
opinion that RED is an effective tool
 19% think that it is not much effective for the company, & rest
 8% have no idea about what RED exactly is.

Q.7:- Are you satisfied with the size of visi cooler present in your
shop?
 Table:7:-
SL.No. Options Respondents
1 Yes, it is 48
appropriate as per
my sales.
2 No, I am in need of 35
a bigger cooler
3 No, I have a bigger 15
visi cooler than my
requirement
Total 100

Chart:7:-
Standard of visi cooler

15

Yes

48 No

Bigger visi cooler than

37 requirement

Interpretation:-

 This particular question is based on the standard of visi cooler which is

present at the shop & retailers perception towards it
 48% of the total respondents are satisfied with the size of visi cooler which
is present in their shop.
 37% think that they are in need of a bigger visi cooler, and rest
 15% think that they have a bigger visi cooler than their requirement.

Q.8:- The promotions done to attract the customers.

Table: 8:-
 SL.No. Options Respondents
1 Reduction in price for a 8
given period
2 Attaching 18
posters,banners,buntings
3 Giving prizes and gift 7
coupons
4 All of these 67
Total 100

Chart: 8:-

Promotional activities

80
Percentage of respondents

67
70
60
50
40
30
18
20
8 7
10
0
Reduction in price Attaching posters etc. Giving prizes,etc. All of these

Interpretation:-
 According to the responses given by the respondents to this particular
question,
 18% think that attaching posters , banners, buntings , attract the customers
most &
 8% think that reduction in price for a given period is a better means of
attracting customers
 In the same case 7% think that giving prizes and gift coupons attract them
most & rest
 67% think that all the options are equally important for attracting
customers.
Q.9:- The cold drinks of the coca cola you sell the most.

Table: 9:-
SL.No. Options Respondents
1 Cola Drinks(Thums up, Coca 11
cola)
2 Non Cola Drinks(Sprite, Limca 31
, Fanta)
3 Juices(Maaza,MMNF&MMPO) 58
Total 100

Chart: 9:-
Most sales

Juices 7

Non Cola Drinks 32

Cola Drinks 61

0 10 20 30 40 50 60 70
Persentage of respondents

Interpretation:-
 The results which are come out from this particular question is like that
 58% of total respondents or shopkeepers think that cola drinks are more
sold from their shops
 31% think that non cola drinks they sell most & rest
 11% sell mostly juices from their shops.

Q.10:-The increase in sales which is due to the adoption of

different promotional activities of coca cola in a particular time (in
percentage).
 Table:10:-
SL.No. Options Respondents
1 1% - 10% 27
2 11% - 20% 43
3 21% - 30% 19
4 More than 30% 11
5 No change 0
Total 100

Chart: 10:-
Increase in sales

43
50

40 27
19
Percentage of 30
responddents 11
20

10 0

0
1% - 10% 11% - 20% 21% - 30% More than No change
30%

Interpretation:-
 This particular question suggest that the increase in sales which is due to
the various promotional activities of the company & the responses are like
 43% respondents think that their sales increased in between 11%-20%
 27% think that it is in between 1%-10%
 19% have an opinion that it is 21%-30% &
 Sale of rest 11% respondents are increased by more than 30%
The results which are come out suggest that there is some increase in sales due to
promotional activities of the company.

Q.11:- What is the most important negative factor for consumer

with respect to cold drinks as a whole?
Table:11:-
SL.No. Options Respondents
1 Price 19
2 Quantity 16
3 Quality 42
4 Brand availability 23
Total 100

Chart: 11:-
Negative Factor for consumers

50
42
40

Percentage of 30 23
respondents 19
20 16

10

0
Price Quantity Quality Brand Availability

Interpretation:-
 The most important negative factor for consumer with respect to cold
drinks as a whole is come out to be the quality of the cold drink
 As 42% respondents think so
 Another 23% think that non availability of their preferred brand
 19% have an opinion regarding price & rest
 16 % think that Quantity of the cold drink.

Q.12:- As a consumer what are four expectations for future

regarding various cola and non cola products?
 Table:12:-
SL.No. Options Respondents
1 New flavor should be 21
launched
2 Quality should be 37
improved
3 Prices should be 42
moderate
4 Other 0
Total 100

Chart:12:-
Consumer expectation

Other 0

Moderate Price 42

Improved Quality 37

New flavor 21

0 5 10 15 20 25 30 35 40 45
Percentage of Respondents

Interpretation:-

 As per the responses given by the retailers most of them think i.e.42% that
prices should be moderate in future
 37% have an opinion that quality should be improved & rest
 21 % think that new flavors should be introduced in the market.
FINDINGS
 FINDINGS

Most of the respondents are dealing their business in general stores and in
tea stall or sweet houses.

Maximum numbers of shopkeepers are selling coca cola products from

more than 1 year to 5 years.

Huge demand of coca cola products in the market is the main reason for
retailers which forces them to sell companies product.

57% of the total respondents or retailers are satisfied with the different
marketing strategies which are adopted by the coca cola company and in
the same case 43% retailers are not satisfied with the different marketing
strategies of the company.

Visi coolers which are present at the gate of the shop, attract customers
most towards consuming the products of the coca cola. As 35% of the total
respondents think so. Other Strategies like glow sign board, putting carats
outside the shop, displaying bottles on shelves are also good means for
attracting customers.

73% of the total respondents think that due to RED coca cola company is
managed to increase its sales and capture a large market share.
Most of the retailer’s i.e.48% are satisfied with the size of visi coolers
which are present in their shop. But in the same case 37% retailers are
unsatisfied, they need bigger visi cooler and 15% retailers told that they
have a bigger visi cooler than their requirement.

Promotions which are done by the company time to time for attracting
customers like reduction in price , attaching posters, banners ,buntings etc.,
giving prizes and gift coupons etc. are equally important as per the 67% of
the total respondents.

Cola drinks are more sell by the most of the retailers from their shop which
is comprises of thums up & coca cola as 61% think like that. In the same
case 32%think that they sell mostly non cola drinks like sprite, limca &
fanta. And 7% have an opinion that they sell mostly juices like maaza,
MMNF&MMPO.

Most of the retailers think that promotional activities of the company help
in increasing the sales of retailers. The results which are come out provide
a clear cut data regarding this.

Most of the retailers think that the main negative factor for consumer with
respect to cold drink as a whole is come out to be Quality of the cold drink.
Most of the retailers are in favor of moderate prices in future of
cola and non cola products.

CONCLUSION
 CONCLUSION

After conducting this survey on the topic To study the relevance of

different marketing strategies and RED on the sales of the coca cola and
exploring out its findings, I come to the conclusion that the brands of the
Coca Cola company is highly demanded. The Company has a very wide range
of products which is in the constant process of refreshing the world with
their extra ordinary taste.

The various promotional activities adopted by the company helps it in

boosting up its sales by nearly 20% and the distribution network of the
company is also satisfactory with a grievance solving machinery working
efficiently and solving the problems of the retailers.

The company should continuously carry on in its work of research and

developing and launching new product because this will help it in facing the
tough competition and solving the complexities of the rapidly changing taste
of the consumers.

RED is also come out to be a very effective tool which not only increases the
performance of the employees and the outlets but on the same case
increases the sales of the company.
LIMITATIONS
 LIMITATIONS

 TIME LIMIT – There was acute shortage of time and as a result of it

only a smaller area could be covered.

 CHILLER PROBLEM – Problems regarding the visible cooler are often

solved untimely. Moreover, the retailer also does not use the cooler to
its utmost capacity.

 HEALTH CONCIOUS APPROACH – People have become more health

conscious and as a result of it the company has to face tough
competition with the other energy and nutritious drink available in the
market.

 EXPLOITATION OF WATER – The company is using excess water,

which proves to be a reason for the various domestic organizations to
protest against it.

 INADEQUATE SUPPLY – During summers, the company finds it very

difficult in meeting the demands. Often, the retailers are supplied less
stock than they demand.

 SCHEME PROBLEM – The schemes are not disclosed to all the

retailers on a particular route as a result of which there is a sense of
dissatisfaction among the retailers.
RECOMMENDATIONS
 RECOMMENDATIONS

 PRODUCTION OF UNSEASONAL PROUCTS –

 Company should produce unseasonal product like- snacks, tea ,
coffee…..etc. as in India there is no demand of cold drink in winter
season.
 FOCUS ON RURAL MARKET – The company needs to focus on the
rural market because of the saturation in the urban market.
 REGULAR SUPPLY – The company should ensure the regular supply
of all the flavors and all the packaging on time.
 ADOPTION OF FLANK STRATEGY – For higher market share of the
company, it must focus on the weaker operational area of PEPSI.
 VISIBLE COOLER (REFRIGERATOR) – The visible cooler should be
provided at more of the outlets.
 HEALTH DRINKS – The company should soon come up with some sort
of health or nutritious drink so that it may counter attack the
competition given by TROPICANA and REAL juices.
 SOCIAL ISSUES – The company must also take into considerations the
various social issues because the population of India is emotional and
is sensitive towards such issues.
 INCENTIVES TO SALESMAN – Target should be given to the salesman
because they are the linking point between the company and the
 retailers. They can give a good sale if they will be allured with target –
based incentives.

 DISCUSSION – The offers, schemes and other promotional schemes

should be discussed with the MD’s and the salesmen and should be
motivated to tell it to the retailers so that the schemes may be
properly utilized by the retailers and the consumers.
 WATER CONSERVATION – The company should employ water
conservation tactics because water is a natural resource and is sure to
exhaust one day and the whole business of the company depends upon
the availability of water.
 TRAINING TO ‘RED’ OUTLETS – The company should provide proper
training to the outlets whose audit is done on a regular basis. The
outlets must be informed about the channel and category to which
they belong and what is expected from them.
BIBLIOGRAPHY
 BIBLIOGRAPHY

BOOKS : -

 Marketing management -

By – Philip kotler

 Research methodology

By – C.K.Kothari

WEBSITES : -

 http :// www.wikepedia.com

 http :// www.google.com

 http :// www.coca-colaindia.com

 http :// www.google.images.com

ANNEXURE
 Project
on
TO STUDY THE RELEVANCE OF THE DIFFERENT
MARKETING STRATEGIES AND ‘RED’ ON THE SALES OF
THE COCA COLA.

Dear sir/madam,

I am conducting this project for the partial fulfillment of my course

M.B.A. from the “M.P. Institute, Varanasi.
The information provided by you will be used for educational purpose
only.

Questionnaire
Q 1) Your basic nature business

A) General Merchant B) Tea Stall

C) Pan Shop D ) Restaurants.

Q 2) Since how long are you selling the brands of the Coca Cola company?
A) Less Than 1 Year B) 1 Year – 3 Years

C) 3 Years – 5 Years D) More Than 5 Years.

Q 3) The reasons for selling the brands of the Coca Cola company.

A) High Demand B) High Margin of Profit

C) Good Service D) All of These.

Q 4) Are you satisfied with the marketing strategies adopted by the Coca Cola
Company?

A) Yes B) No

Q 5) Which strategy, among these, attracts the customers most towards

consuming the brands of the Coca Cola Company?

A) Glow Sign Board Above the shop B) Putting carats outside the shop.

C) Visi cooler at the gate of the shop. D) Displaying the bottles on shelves

Q 6) “RED is an effective tool that has helped the Coca Cola Company to
increase its sales and capture a larger market share.” Do You Agree?

A) Yes B) No C) Not aware about RED.

Q 7) Are you satisfied with the size of the visi cooler present in your shop?
A) Yes, it is appropriate as per my sales. B) No, I am in need of a
bigger cooler

C) No, I have a bigger visi cooler than my requirement?

Q 8) The promotions done to attract the customers.

A) Reduction in price for a given period. B) Attaching posters, banners,

buntings.

C) Giving prizes and gifts coupons. D) All of these.

Q 9) The cold drinks of the Coca Cola you sell the most.

A) Cola Drinks (Thums up, Coca Cola)

B) Non Cola Drinks (Sprite, Limca, Fanta)

C) Juices (Maaza, MMPO, and MMNF).

Q 10) The increase in sales which is due to the adoption of different

promotional activities of coca cola in a particular time (in percentage).

A) 1% - 10% B) 11% - 20%

C) 21% - 30% D) More than 30%

Q11) What is the most important negative factor for consumer with
respect to Cold drink as a whole?

A) Price B) Quantity

C) Quality D) Brand Availability

Q12) As a consumer what are four expectations for future regarding various
cola and non cola products?

A) New flavors Should be launched B) Quality should be

Improved
C)Prices Should be moderate D) Other