A PROJECT REPORT ON

" Parameter to Increase Sale "

At

HINDUSTAN COCA-COLA BEVRAGES PVT.LTD

Mehandiganj,Rajatalab,Varanasi --221311

VIKRANT KUMAR MBA

SUBMITTED IN PARTIAL FULFILLMENT OF THE DEGEE OF MASTERS OF BUSINESS ADMINISTRATION UNIVERSITY OF PUNE

THROUGH S.B.PATIL INSTITUDE OF MANAGEMENT, AKURDI,PUNE-44 2010-2012

ACKNOWLEDGEMENT & DECLARATION

Acknowledgement

Co-operation and building up of moral are the essence of success. These are two factors that go a long way in achieving it. It is a Herculean task, which lacks these two determinants of success. Summer training was an exposure to corporate environment. It was an opportunity and great pleasure for me to be in such an environment and having interaction with concerned people. It was wonderful experience to work for a world recognized & MNC Hindutan coca cola beverage pvt. Ltd. It helped me to understand the pratical side of business . It was challenging & enlighting association with the company. Which help me to understand reality of work place and how to manage the personal life with work and also helped me to be more prepared for other industry. . There are many persons who helped me during the course of my project . I am grateful to all those who helped me directly and indirectly to prepared this project. I am very thankful to Mr. Ajay Singh Mr. Susheel Patail Mr. Pramod Singh Mr. salim ( HR Manager ) ( CDE ) (Sale Excutive ) ( MD. ).

Prof Vinay kumar, Faculty, SBPIM, Pune, who was in the role of my Faculty Guide, left no stone unturned in guiding me along the course of my Summer Training Project work. I am grateful to them those given me this opportunity to work on such type of project, without their, it is not possible for me to complete the project. Finally, to my parents, for all the tea and care with which they overwhelmed me through these long months of creation. I sincerely hope that my first venue in this field is appreciated. Offering thanks, Vikrant Kumar

Declaration

I hereby that I have worked on the topic Parameters to increase saleof Coke in Varanasi from 30th May 2011 to 20 th JULY 2011 All the information that has been collected, analyzed and documented for the project is authentic possession to me. I would like to categorically mention that the work here has neither been purchased nor acquired by any other unfair means. The data and information existing in this report are accurate and update to the current data, to the best of our knowledge. However, for this purpose of the project, information already compiled in many sources has been utilized. All information in this report is true representation oh what I have experienced during the project.

Executive Summary

As a part of academics and to expand knowledge horizons, I have undertaken a projectParameters to increase saleof Coke in Varanasi at HCCB Pvt. Ltd, Varanasi..The project was aimed at Analysis and enhance the market opportunities for
coca-cola in Varanasi .

Project title:- DIFFERENT PARAMETERES WHICH COCA COLA HAS

ADOPTED TO ITS SALE

OBJECTIVES
1> Analysis and enhance the market opportunities for coca -cola in Varanasi. 2> To find the reasons from the retailer for not selling coke product. 3> To create awareness among new retailers about the company brand value ,product line & profit ratio. 4> To find out the reasons behind their unawareness 5> To find out the new ways to make them aware about different offers. 6> To maximize the market share of coke in Varanasi region by making agreement with dealers & retailers. 7> Try to form & convert exiting outlet as coke monopolists by explaining them the profit story and providing them with special discounts & schemes.

COMPANY PROFILE
It includes information about the company, its formation, areas of excellence, code of conduct and products.
5

MARKET
Area of project was Varanasi city, especially lahurabir, maidagin ,maedahiya,& ramkatora under the supervision of route excutive of the market Mr. pramod Singh and route market developer Mr.Salim

Approach
1> To get the compass list and to do list from sales executive s

2>According to compass list sit to each & every outlet 3>Try to availability of product according to channels and category .4>Try to availability of visibility and activation at each an d every and every outlet

5> If there is any type of problems, try to solve and report to the sales executives and market developer
6> To make the each and every outlet satisfied

Research Methodology:
Research in common parlance refers to search of knowledge. Research can also be defined as a scientific search for pertinent information on a specific topic. In fact, research is an art of scientific investigation. It deals with the project approach, sampling method / tools used, sources of data collection and respondents of the company that lead to the framing of the project.
y

Data analysis and Interpretation

This includes the analysis of questionnaires that were used for interviewing the respondents. On the basis of the information obtained after the interviewing outlet owners, their views or opinions are assessed and suggestions were given to company which will help them for expanding their business in various kind of market.
y

Observation and Findings:

Through the study of Horizontal Expansion strategy follow the company led me to the following findings:
y

Outlet owner are more concern about schemes like offers on cases, under crown schemes etc and Pepsi is providing them better schemes then Coke.

y y

Distributer is more concern about Wholesaler rather than Retailer. As per policy, both companies are not entitled to collect competitor empty bottles from the shops but Pepsi is not adhering to it. Therefore this hampering the business of coca-cola in the market as Pepsi is more preferable to carry on the business in a suave manner. It has been found that the shopkeepers has strongly responded to the option of switching to the brand (Pepsi) when it has been inquired that what will they do in order to continue trading at the time when their preferred brand is not been delivered properly.

The shopkeepers have nodded to the view that schemes offered to them as per the policies of the company plays a significant role in increasing profitability. As per the notes taken apart from the data in the questionnaire it has been discovered that PEPSI offers more schemes to the shopkeepers who is vindictive for the company.

CHPTER NO

CONTENTS
EXECUTIVE SUMMARY

PAGES

1 1.1 1.2 1.3 1.4 1.5 1.6 2 2.1 2.2 2.3 3 4 4.1 4.2 4.3 4.4 4.5 5 5.1 5.2 6

INTRODUCTION
 Introduction to the subject  Objectives of the study  Selection of the topic  Need of the study  Objectives of the study  Scope of horizontal expansation COMPANY PROFILE  Introduction to company  Vision and Mission  Product Profile LITERATURE REVIEW

RESEARCH METHODOLOGY
 Methods of sampling 

Data Collection

 Sample size  Data analysis Techniques  Limitation of the project DATA ANALYSIS & INTERPRETATION  Tabulation of Data  Graphical Representation CONCLUSION  Observation & Findings  Suggestions

 Bibliography  Annexure

INRODUCTION

10

1.1: Introduction to the subject:What is Parameter to Increase Sale?

The parameters adopt by coca -cola to increase its sales are as follows
y horizontal Expansion y Under 40 outlets y New Product Development

HORIZONTAL EXPANSION
Expansion of business capacity through the absorption of facilities or buildings as well as through the acquisition of new equipment to handle an increased volume in sales in which the business is already engaged. In microeconomics and strategic management, the term Horizontal Expansion describes a type of ownership and control. It is a strategy used by a business or corporation that seeks to sell a type of product in numerous markets. Horizontal Expansion in marketing is much more common than Vertical Expansion is in production. Horizontal Expansion occurs when a firm is being taken over by, or merged with, another firm which is in the same industry and in the same stage of production as the merged firm, e.g. Pepsi has adopted strategy of Vertical Expansion by which Pepsi wants to improve its sale from Coke monopoly outlets, means Cokes monopoly outlets are being taken over by Pepsi now in this condition to improve its sale Coke ne ed to open new outlets which is called Horizontal Expansion Strategy. A monopoly created through Horizontal Expansion is called a Horizontal Monopoly. This is the expansion of a firm within an industry in which it is already active for the purpose of increasing its share of the market for a particular product or service.

11

UNDER 4O OUTLETS
The strategy refers to increase the performance of exiting outlets whose performance are decreasing in last few months so that its helps to increase the sales of the company. The strategy includes some parameters which is adopted to improve the performance. The parameters mainly focus on Vesicooler, Availability of the product and Activation

NEW PRODUCT DEVELOPMENT

Coca cola has launched its NPD before four months i n march 2010 as MMNF(minute maidnimbu fresh) before MMNF, it has already launched MMPO (minute maid pulpy orange) as i ts NPD which was not successful as MMNF due to some reasons like less promotion activities etc. MMNF & MMPO both are variety of juice in coca cola. NPD play an important role in increasing market share of coca-cola. Minute Maid Nimbu Fresh cold drink no gas only based on lemon juice. It is a non-aerated soft drink and market competitor nimbuz of pepsi. For increasing sale of company has launched some promotion activities in which one important scheme is display scheme .

12

1.2:-Objectives of the studyThe eight weeks Summer Training is very important for a student of MBA. This type of study gives some practical knowledge to MBA students and practical knowledge is more useful than theoretical knowledge for any one. There is no certain formula for any particular problem but the ai m of this study is to develop the ability of decision making. Right decision at right time itself helps an organization to run smoothly.

The training in any organization gives us an idea of different marketing activities and main emphasis is given on Promotional activities aspect and also it is seen how business is taken tactfully when any problem comes to an executive, the way of problem solving, right decision making and knowledge of different types of marketing activities gives much importance to this study. Though only in 51 days it was not possible to understand it so deeply but an over all ideas would be developed .

13

1.3 SELECTION OF THE TOPIC

Knowledge attains maturity and perfection through application in practical field. Application of Management Principles in all branches whether product, personnel, finance, marketing etc. results is more efficient and effective utilization of available resources. To achieve the purpose I have done my summer project training from Hindustan coca cola Beverage Pvt.Ltd., Varanasi.The topic given me is Parameters of Increase Sale of Coke in Varanasi. This report has compiled firstly in partial fulfillment of the requirement for MBA, secondary to share the practical knowledge and experience gained as result of continued association with company is marketing branch. The detail mentioned in this report is based on real situations.

Since the reader would like to know the general detail of cola giants, therefore a chapter includes a discussion on theoretical aspects and its application for the industry in marketing is also include. Further to help the reader in understanding the findings, graphical representation, conclusions and suggestions are also includes, which very much helps to Hindustan coca cola Beverage
14

Pvt.Ltd.,varanasi to know where they can implement horizontal expansion strategy? By which how much their sales will increase? I frequently hope that this project report would be

considerable help to the management for developing strategies in those areas.

1.4 Need of the study:-

The ultimate objective of coke is to acquire more customer and serve them properly. While doing Horizontal Expansion take care to the competitors strategy. The main competitor is PEPSI, who has opted Vertical Expansion to generate more sell however Coke do not believe on Vertical Expansion because Vertical Expansion has limited preview so COKE is great believer in Horizontal Expansion and this strategy helped to the company to maintain its leadership in the soft drink industry. India is a big country having diversified taste and appearance and same character is reflected in their demography. Horiz ontal Expansion helps the company to serve the more people and more customers touch point because in the waste country many customers commutes.

15

1.5 OBJECTIVES OF THE STUDY:-

Primary Objective:
1. To understand & explain the Horizontal Expansion Concept with respect to HCCB operations at retail end. 2. To enlist the benefits of Horizontal Expansion for the company at retail end. 3. To enlist the roles and responsibilities for Horizontal Expansion at retail end.

Secondary Objectives:
1. To identify if there exists any training requirement for the improvement of sales to its sales team? 2. To understand how to make The Horizontal Expansion Process more effective 3. To study the distribution system of the company. 4. To study the behavior of sales man and distributer towards shopkeeper. 5. To develop the business, expand the market coverage, acquisition of retailers, retention strategies and maintaining customer relations .

16

1.6: Scope of the study:Horizontal merger provides the following advantages to the companies which are merged:
1)Economies of scope

The notion of economies of scope resembles that of economies of scale. Economies of scale principally denote effectiveness related to alterati ons in the supply side, for example, growing or reducing production scale of an individual form of commodity. On the other hand, economies of scope denote effectiveness principally related to alterations in the demand side, for example growing or reducing the range of marketing and supply of various forms of products. Economies of scope are one of the principal causes for marketing plans like product lining, product bundling, as well as family branding.
2) Economies of scale

Economies of scale refer to the cost benefits received by a company as the result of a horizontal merger. The merged company is able to have bigger production volume in comparison to the companies operating separately. Therefore, the merged company can derive the benefits of economies of scale. The maximum use of plant facilities can be done by the merged company, which will lead to a decrease in the average expenses

The important benefits of economies of scale are the following:

Synergy Growth or expansion
17

Risk diversification Diminution in tax liability Greater market capability and lesser competition Financial synergy (Improved creditworthiness, enhancement of borrowing power, decrease in the cost of capital, growth of value per share and price earning ratio, capital raising, smaller flotation expenses Motivation for the managers For attaining economies of scale, there are two methods and they are the following: Increased fixed cost and static marginal cost No or small fixed cost and decreasing marginal cost

18

COMPANY PROFILE

19

Company Name HINDUSTAN COCA COLA BEVRAGES PVT. LTD.

Industry: Consumer product / FMCG products HINDUSTAN COCA COLA BEVRAGES PVT. LTD. Types of Company: Private Limited Company, Foreign Based Company Location:Sales Office:Mehandiganj,Rajatalab,Varanasi

20

FEW WORDS ABOUT THE COMPANY

Every person who drinks a Coca-Cola enjoys a moment of refreshment and shares an experience that millions of others have served. All of those individual experiences combined have created a worldwide phenomenon a truly global brand. On the distribution front, 10-tonne trucks, open-bay three wheelers that can navigate the narrow alleyways of Indian cities, ensure availability of our brands in every nook and corner of the country. The company -owned Bottling arm of the Indian Operations, Hindustan Coca -Cola Beverages Private Limited is responsible for the manufacture, sale and distribution of beverages across the country. A career at Hindustan Coca -Cola Beverages Pvt. Ltd. is truly a one-of-a-kind experience. Come taste life at Coca - Cola .

21

HISTORY

Coca-Cola Company, nourishing the global community with the worlds largest selling soft drink since 1886, returned to India in 1993 after a gap of 16 years giving a new thumbs-up to the Indian Soft Drink Market. In the same year, the Company took over ownership of the nation's top soft -drink brands and bottling network. No wonder, our brands have assumed an iconic status in the minds of the consumers. Coca-Cola serves in India some of the most recalled brands across the world including names such as Coca -Cola, Diet Coke, Sprite, Fanta, Thums Up,coke,Sprite, Limca,Fanta,Apple fanta, Maaza,MMPO,MMNF and Kinley (packaged drinking water), Minute Maid Pulpy Orange.

22

Bottlers

In general, The Coca-Cola Company (TCCC) and/or subsidiaries only produces (or produce) syrup concentrate which is then sold to various bottlers throughout pharmacist John Stith Pemberton in 1886. The Coca -Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca -Cola Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers nearly 400 brands in over 200 countries or territories. The company operates a franchised distribution system dating back to 1889 where TCCC only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory. The Coca -Cola Company is headquartered in Atlanta, Georgia. Its stock is listed on the NYSE and is part of DJIA and S&P 500

23

All India Division COBOs are now ISO 14001 certified

All 25 of the Divisions Company-owned bottling plants have gained the international standard ISO 14001 Environment Management System certificate. The ISO 14001 certificate is the internationally recognized standard of Environmental Management. A company must demonstrate management commitment, the total involvement of all employees and a compliance with applicable regulatory and internal company standards. Strict division compliance with eKO system ensured that the bo ttling plants were ready to meet the tough evaluation criteria and standards of the ISO auditors.

24

Mission of Coca cola

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 inspires moment of optimism and happiness  To create value and make a difference.

Vision of Coca cola

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.
y y y y y

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

25

PRODUCTS AND BRANDS

26

Diet Coke

It was introduced in 1982 to offer an alternative to dieters worried about the high number of calories present in regular Coca -Cola. The Coca- Cola Company offers nearly 400 brands in over 200 countries, besides its namesake Coca-Cola beverage. This includes other varieties of Coca-Cola such as: Diet Coke (introduced in 1982), which uses aspartame, a synthetic phenylalanine-based sweetener in place of sugar Diet Coke Caffeine-Free Cherry Coke (1985) Diet Cherry Coke (1986) Coke with Lemon (2001) Diet Coke with Lemon (2001) Vanilla Coke (2002) Diet Vanilla Coke (2002) Coca-Cola C2 (2004) Coca-Cola Black Cherry Vanilla (2006) Diet Coca-Cola Black Cherry Vanilla (2006) Coca-Cola Bl K (2006) Diet Coke Plus (2007) Coca-Cola Orange (2007)

Tab was Coca-Cola's first attempt to develop a diet soft drink, using saccharin as a sugar substitute. Introduced in 1963, the product is still sold today, however its sales have dwindled since the introduction of Diet Coke.

27

Type Manufacturer Country of origin Introduced products

Cola The Coca-Cola Company India 1977 Related Thums Up Coca-Cola, Pepsi, Campa Cola

Thums Up is a carbonated soft drink (cola) that is very popular[ citation needed] in India, where its bold, red thumbs up logo is common. It is similar in flavor to other colas but has a unique taste reminiscent of betel nut. Introduced in 1977 to offset the expulsion of The Coca-Cola Company and other foreign companies from India, Thums Up, Limca, and Campa Cola gained nationwide acceptance. The brand was bought out by Coca -Cola who later re-launched it to fight against Pepsi after unsuccessful attempts at brand killing.
Background

During late 1970s, the American cola giant Coca -Cola was banned by the Indian government. Following this, the Parle brothers, Ramesh Chauhan and Prakash Chauhan, along with then CEO Bhanu Vakil, launched Thums Up as their flagship drink, adding to their portfolio of older brands Limca (lime flavour) and Gold Spot(orange flavored). Thums Up was basically a cola drink, but the company never claimed it as such. The formula was just as closely guarded as the famous Coke formula. During the same time, the owners of Coca-Colas bottling plant, Pure Drinks Ltd., launched Campa Cola and Campa Orange, both of which had a higher dose of carbon dioxide. The Thums Up logo was a logo showing a red thumbs up hand gesture with a slanted white serif typeface. This would later be modified.
28

Cola with blue strokes and a more modern-looking typeface. This was mainly done to reduce the dominant red color in their signag e. The picture shows the thums up mountain or thums up pahaad(in Hindi)manmad hills which has a natural top like thums up logo and is a popular sight from trains .Its famous caption until the early `80s was, Happy days are here again, coined by then famous copywriter Vasant Kumar, whose father was spiritual philosopher U. G. Krishnamurti. Later it was changed to "Taste the thunder!.
Market

Thums Up enjoyed a near monopoly with a much stronger market share often overshadowing its other rivals like Campa cola, Double seven and Dukes, but there were many small regional players had their own market. It even withstood liquor giant United Breweries Group (makers of Kingfisher Beer) Mcdowell's Crush, which was another Cola drink and one more Double Cola. It was one of the major advertisers throughout the 80s. In mid -80s it had a brief threat from a newcomer Double Cola which suddenly disappeared within a few years. In 1990, when Indian government opened the market to multinationals, Pepsi was the first to come in. Thums Up went up against the international giant for an intense onslaught with neither side giving any quarter. With Pepsi roping in major Indian movie stars like Juhi Chawla, to thwart the Indian brand, Thums Up increased its spending in the Cricket sponsorship. Then the capacity went from 250ml to 300ml, aptly named MahaCola. This nickname gained popularity in smaller towns where people would ask for "Maha Cola" instead of Thums Up. The consumers were divided where some felt the Pepsis mild taste was rather bland. In 1993 Coca-Cola re-entered India after prolonged absences from 1977 to 1993. But Coca-Colas entry made things even more complicated and the fight became a three-way battle. That same year, in a move that baffled many, Parle sold out to Coke for a meagre US$ 60 million (considering the market share it had). Some assumed Parle had lost the appetite for a fight against the two largest cola brands; others surmised that the international brands seemingly endless cash reserves psyched-out Parle. Either way, it was now Coca-Colas, and Coke has a habit of killing brands in its portfolio that might overshadow it.

29

Limca

Limca is a lemon and lime flavored carbonated soft drink made in India and certain parts of the U.S. It is less bubbly than its American counterparts like Seven Up and Sprite, and it has a slight flavor of ginger. In 1992, when the government allowed Coca -Cola to return, at the same time as it admitted Pepsi for the first time, Coca -Cola bought Limca, Thums Up, Maaza and other drink brands. Like other sodas, Limca is generally sold in glass bottles within India, which Type Manufacturer Country of origin Introduced Lemon-lime soda The Coca-Cola Company India 1977

Limca is a lemon and lime flavored carbonated soft drink made in India and certain parts of the U.S. It is less bubbly than its American counterparts like Seven Up and Sprite, and it has a sligh t flavor of ginger. In 1992, when the government allowed Coca -Cola to return, at the same time as it admitted Pepsi for the first time, Coca -Cola bought Limca, Thums Up, Maaza and other drink brands. Like other sodas, Limca is generally sold in glass bottles within India, which are returned to the store or restaurant after the contents have been drunk. The bottles are sent back to the manufacturer, washed and reused, because they are more expensive than the soda itself.

30

Rates and sizes 2 ltr. plastic bottles cost Rs.55 600ml plastic bottles cost Rs. 23 300ml glass bottles cost Rs. 10 200ml glass bottles cost Rs. 8 350 ml pet bottles cost Rs. 15

Limca also publishes the Limca Book of Records, a record book similar to the Guinness Book of Records. The Limca Book of Records details feats, records and other unique statistics from an Indian perspective. One of Limca's original and very popular taglines was "Limca. It's veri veri Lime & Lemoni." In India reigning top Hindi film actress and actors are generally chosen as models for the product.

31

Sprite

Type Manufacturer Country of origin Introduced

Lemon-lime The Coca-Cola Company Germany 1961

Sprite is a clear soda, lemon-lime flavored, caffeine free soft drink, produced by the Coca-Cola Company. It was introduced to the United States in 1961. This was Coke's response to the popularity of 7 Up, which had begun as "Lithiated Lemon" in 1929. It comes in a primarily green and blue can or a green transparent bottle with a primarily green and blue label.
History

Originating in Germany as Fanta Klare Zitrone ("Clear Lemon Fanta"), Sprite was introduced to the United States in 1961 to compete against 7-Up. In the 1980s, many years after Sprite's introduction, Coke pressured its large bottlers that distributed 7 Up to replace the competitor with the Coca -Cola product. In large part due to the strength of the Coca -Cola system of bottlers, Sprite finally became the market leader position in the lemon -lime soda category in 1989 Global naming Sprite, as a lemon -lime soda, is referred to by consumers around the world in a variety of ways. It is called lemonade in Australia and New Zealand. In Ireland and Canada, Sprite and 7-up are interchangeable and, when asked, a person may say Sprite or 7-up to mean the same drink. In South Africa, Sprite and Schweppes Lemonade are almost interchangeable. In some parts of Switzerland, Sprite (or any other type of lemonade) is also known simply as citra.
32

Fanta
Type Manufacturer Country of origin Introduced
Soft drink The Coca-Cola Company Germany 1940

Fanta is a global brand of fruit-flavored soft drink from the Coca-Cola Company. There are over 115 flavors world-wide; however, most of them are only available in some countries. The brand was originally introduced in Germany in 1940, and was purchased by Coca -Cola in 1960. Today it is available in 180 countries.
History In 1940 Fanta was created by the German chemist Schetelig during World War II in Germany, by the German Coca -Cola bottling company in Essen. Due to war time restrictions on shipping between Germany and the United States, the German bottling plant could not get Coca -Cola syrup. The CEO of the plant, Max Keith, needed a product to keep the plant in operation and devised a fruit flavored drink made from available ingredients.

Using apple fiber remaining from cider pressing and whey, a byproduct from cheese manufacture, Fanta was created and became quite popular. T he original German Fanta had a yellow color and a different flavor from that of Fanta Orange. The flavor
33

varied throughout the war, depending on the ingredients used. The name 'Fanta' was coined during an employee contest to name the new beverage. Keith told them to let their Fantasie (German for "imagination") run wild. On hearing that, salesman Joe Knipp spontaneously arrived upon the name Fanta. After World War II, Fanta was introduced to the United States by Coca-Cola, and in 1960 they bought the trademark. Fanta Orange is the most popular Fanta flavor, available in 180 countries. In terms of volume, Brazil is the largest consumer of Fanta in the world. Fanta remains mor e popular in Europe and South America than in the United States. Primary competitors to Fanta have included Tango, Orangina, PepsiCo's Slice and Tropicana Twister. In some markets, Coca-Cola also has spun off various diet Fanta varieties including Fanta "Z" and Fanta Zero Orange.

34

maaza Type Manufacturer Country of origin Introduced Variants Related products Fruit juice The Coca-Cola Company India 1976 Maaza Orange, Maaza Pineapple Slice, Frooti

Maaza is a Coca-Cola fruit drink brand marketed in India and Bangladesh, the most popular drink being the mango variety, so much that over the years, the Maaza brand has become synonymous with Mango. Initially Coca-Cola had also launched Maaza in orange and pineapple variants, but these variants were subsequently dropped. Coca-Cola has recently re-launched these variants again in the Indian market. Mango drinks currently account for 90% of the fruit juice market in India. Maaza currently dominates the fruit drink category and competes with Pepsi's Slice brand of mango drink and Frooti, manufactured by Parle Agro. While Frooti was sold in small cartons, Maaza and Slice were initially sold in returnable bottles. However, all brands are also now available in small cartons and large PET bottles. Of late, the Indian market is witnessing the entry of a large number of small manufacturers producing only mango fruit drink. Maaza has a distinct pulpy taste as compared to Frooti and tastes slightly sweeter than Slice. Maaza claims to contain mango pulp of the Alphonso ariety, which is known as the "King of Mangoes" in India.
History Maaza was launched in 1976 in India. The Union Beverages Factory, based in the United Arab Emirates, began selling Maaza as a franchisee in the Middle East and Africa in 1976. By 1995, it had acquired rights to the Maaza brand in these countries through Maaza International Co LLC Dubai. In India , Maaza was acquired by Coca-Cola India in 1993 from Parle- Bisleri along with other brands such as Limca, Citra, Thums Up and Gold Spot. As for North America, Maaza was acquired by House of Spices in 2005 .
35

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 understand. Particularly in a nation such as India where water governs the lives of the millions, be it as part of everyday ritual or as the monsoon which gives life to the sub -continent. Kinly 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 they introduced Kinley with reverse -osmosis along with latest technology to ensure the purity of their product. Thats why they go 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, that can not be left to chance.

36

GEORGIA

In the companys journey towards the vision Leading the beverage revolution in India, now even Garam matlab Coca -Cola. A hot new launch from Cocacola in India. Georgia, quality tea and coffee served from state of the art vending machines is positioned to tap into the nations biggest beverage category. Georgia, which promises a great testing, consistent, hygienic and affordable cuppa is available in a range of 7sizzing flavours, adrak, elaichi, masala and plain tea cappuccino, mochaccino and regular co ffee. Georgia is currently in the roll out stage after a suessful launch in Delhi & Kolkata. Georgia aims to become the consumer preferred choice of hot beverage when he is on the go, the brand is well on course to achieving its vision. While Georgia is a mass market offering, Georgia Gold is the premium brand which caters to the connoisseur. Made from freshly roasted and ground coffee beans, Georgia Gold is delicious tasting aroma with the tantalizing aroma of fresh coffee. Currently available exclusivel y at McDonalds outlets across the country Georgia Gold has driven coffee sales through the roof. The success of hot beverages from Georgia Gold has resulted in extension into the cold category, with the introduction of Ice Tea and Cold Coffee .
37

Literature Review
Control of market share is the key issue in this study. The situation is both Coke and Pepsi are trying to gain market share in this beverage market, which is valued at over $30 billion a year. Just how this is done in such a competitive market is the underlying issue. The facts are that each company is coming up with new products and ideas in order to increase their market share. The creativity and effectiveness of each company's marketing strategy will ultimately determine the winner wi th respect to sales, profits, and customer loyalty. Not only are these two companies constructing new ways to sell Coke and Pepsi, but they are also thinking of ways in which to increase market share in other beverage categories. Although the goal of both companies are exactly the same, the two companies rely on somewhat different marketing strategies .Both companies have also relied on finding new markets, especially in foreign countries. In the foreign markets, Coke has been more successful than Pepsi. For example, in Eastern Europe, Pepsi has relied on a barter system that proved to fail. However, in certain countries that allow direct comparison, Pepsi has beat Coke. In foreign markets, both companies have followed the marketing concept by offering products that meet consumer needs in order to gain market share. Both companies cannot just sell one product; if they do they will not succeed. They have to always be creating and updating their marketing plans and products. The companies must be willing to acc ommodate their target markets. Gaining market share occurs when a company stays one -step ahead of the competition by knowing what the consumer wants. Apart from this study previous studies were based on the distribution network and market share of some of these beverages companies. This study is based on to find out the market share of coca-cola in some of the areas of Nasik city.

38

Pepsi is often second to Coke in terms of sales, but outsells Coca -Cola in some localities. Around the world, some local bra nds do compete with Coke. In India, Coca-Cola ranked third behind the leader, Pepsi -Cola, and local drink Thums Up. However, The Coca-Cola Company purchased Thums Up in 1993. As of 2004, Coca-Cola held a 60.9% market -share in India. Tropicola, a domestic drink, is served in Cuba instead of Coca-Cola, in which there exists a United States embargo. Mecca Cola and Qibla Cola, in the Middle East, is a competitor to Coca-Cola. In Turkey, Cola Turka is a major competitor to Coca-Cola. In Iran and also many countries of Middle East, Zam Zam Cola and Parsi Cola are major competitors to Coca-Cola. Coca-Cola Co. slightly increased its lead over rival Pepsi-Cola Co. in 2002, thanks to the successful launch of Vanilla Coke and the growth of Diet Coke, according to U.S. soft drink industry rankings released last week. Coke gained 0.6 percentage points in market share and increased its case volume by 2.1 percent, according to Beverage Digest/Maxwell, a New York-based industry newsletter and data service. The company captured a larger share of the market even though its Coke Classic brand fell 0.6 percentage points in market share. Coca -Cola dominates 44.3 percent of the U.S. soft drink market, but saw its market share drop between 1999 and 2001. With the latest gains, it's only 0.2 percentage points away from where it stood in 1998 at 44.5. Pepsi-Cola lost 0.2 percentage points in market share. The No. 2 company commands 31.4 percent of the U.S. soft drink market. In 1990, when Indian government opened the market to multina tionals, Pepsi was the first to come in. Thums Up went up against the international giant for an intense onslaught with neither side giving any quarter. With Pepsi roping in major Indian movie stars like Juhi Chawla, to thwart the Indian brand, Thums Up increased its spending in the Cricket sponsorship. Then the capacity went from 250ml to 300ml, aptly named MahaCola. This nickname gained popularity in smaller towns where people would ask for "Maha Cola" instead of Thums Up. The consumers were divided where some felt the Pepsis mild taste was rather bland. In 1993 Coca-Cola re-entered India after prolonged absences from 1977 to
39

1993. But Coca-Colas entry made things even more complicated and the fight became a three-way battle. That same year, in a move that baffled many, Parle sold out to Coke for a meagre US$ 60 million (considering the market share it had). Some assumed Parle had lost the appetite for a fight against the two largest cola brands; others surmised that the international brands seemingly endless cash reserves psyched-out Parle. Either way, it was now Coca-Colas, and Coke has a habit of killing brands in its portfolio that might overshadow it. Coca-Cola soon introduced its cola in cans which was all the rage in India, with Thums Up introduced alongside, albeit in minuscule numbers. Later Coca -Cola started pulling out the Thums Up brand which at that time still had more than 30% market share.

40

RESEARCH METHODOLOGY

41

y 1.4 RESEARCH METHODOLOGY:-

Research methodology is a way to systematically solve the research problem. When we talk about research methodology we not only talk about

research but also consider the logic behind the methods we use in the context of our research study and explain why we are using a particular method or technique why we are not using other so that result are capable of being evaluated either by researcher himself or by others. Research methodology means the methods carried out to study the problem, analyzing it and represents the findings of the problem and give some suggestion regarding the problem.

Steps in research methodology:

(1) Problem identifications

The first step in any marketing research project is to define the problem. In defining the problem, the researcher should take into account the purpose of the study, the relevant background information, what information is needed, and how it will be used in decision making. Problem definition involves discussion with the decision makers, interviews with industry experts, analysis of secondary data, and, perhaps, some qualitative research, such as focus groups.

42

Once the problem has been precisely defined, th e research can be designed and conducted properly.

(2) Development of an Approach to the Problem

Development of an approach to the problem includes formulating an objective or theoretical framework, analytical models, research questions, hypotheses, and identifying characteristics or factors that can influence the research design. This process is guided by discussions with management and industry experts, case studies and simulations, analysis of secondary data, qualitative research and pragmatic considerations.

(3) Research Design Formulation

A research design is a framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the required information, and its purpose is to design a study that will test the hypotheses of interest, determine possible answers to the research questions, and provide the information needed for decision making. Conducting exploratory research, precisely defining the variables, and designing appropriate scales to measure them are also a part of the research design. The issue of how the data should be obtained from the respondents (for example, by conducting a survey or an experiment) must be addressed. It is also necessary to design a questionnaire and a sampling plan to select respondents for the study. More formally, formulating the research design involves the following steps: 1. Secondary data analysis 2. Qualitative research
43

3. Methods of collecting quantitative data (survey, observation, and experimentation) 4. Definition of the information needed 5. Measurement and scaling procedures 6. Questionnaire design 7. Sampling process and sample size 8. Plan of data analysis

(4) Collection of data

Data collection involves a field force or staff that operates either in the field, as in the case of personal interviewing (in -home, mall intercept, or computer assisted personal interviewing), from an office by telephone (telephone or computer-assisted telephone interviewing), or through mail (traditional mail and mail panel surveys with prerecruited households). Proper selection, training, supervision, and evaluation of the field force help minimize data -collection errors.

. Data can be collected from two important sources  Primary Data  Secondary Data

44

Primary Data

The data, which collected for the first time and afresh, is known as primary data. Primary data can be collected by various methods such as observations, Interviews, Schedules, and Questionnaires. Under this project the primary data collection method used is Questionnaire method.
Secondary Data

The data which have already been collected by someone else and which have already passed through the statistical process is known as seconda ry data. It can be collected through books, magazines, newspapers, and company publications, websites.

(5) Data Preparation and Analysis

Data preparation includes the editing, coding, transcription, and verification of data. Each questionnaire or observati on form is inspected, or edited, and, if necessary, corrected. Number or letter codes are assigned to represent each response to each question in the questionnaire. The data from the questionnaires are transcribed or key-punched on to magnetic tape or disks or inputted directly into the computer. Verification ensures that the data from the original questionnaires have been accurately transcribed, while data analysis, guided by the plan of data analysis, gives meaning to the data that have been collected. Univariate techniques are used for analyzing data when there is a single measurement of each element or unit in the sample, or, if there are several measurements of each element, each RCH variable is analyzed in isolation. On
45

the other hand, multivariate tec hniques are used for analyzing data when there are two or more measurements on each element and the variables are analyzed simultaneously.

(6) Report Preparation and Presentation

The entire project should be documented in a written report which addresses the specific research questions identified, describes the approach, the research design, data collection, and a data analysis procedure adopted, and presents the results and the major findings. The findings should be presented in a comprehensible format so that they can be readily used in the decision making process. In addition, an oral presentation should be made to management using tables, figures, and graphs to enhance clarity and impact. For these reasons, interviews with experts are more useful in c onducting marketing research for industrial firms and for products of a technical nature, where it is relatively easy to identify and approach the experts. This method is also helpful in situations where little information is available from other sources, as in the case of radically new products.

DATA COLLECTION METHOD

Since the study is exploratory in nature. A personal interview with each retailer was aid of questionnaire was selected as the method of obtaining data the questionnaire to use in Patna to facilitate tabulation and analysis of data were designed for segment retailers.
46

Types of Research

Descriptive

Types of Data Source

Primary & Secondary

Research Approaches

Observational & Survey

Research Instruments

Questionnaire

Sampling Size

Simple Random Sampling

Sample Size

50

Sampling Unit

Customers in Nasik city only

Types of Universe

All the outlet owners/shopkeepers selling soft drinks Structured

Types of Questionnaire

47

LIMITATION

48

Limitations:
1) The training was for shorter period of time that is why it was not possible to carry out a detail study. 2) As the time span of project was limited to 51 days, the number of customers covered was only a small percentage of the total population. Hence the sample may not reflect the true picture 3) The strategies of the company changes very frequently it is difficult to make exact recommendation. 4) The result of survey are based upon crucial assumption like A) The respondents know right answer to the question put to them. B) They are willing to give the right answer. C) Strictly based on the responses of the respondent. D) Difficult to ascertain the authenticity of their statement 5) It is very difficult to influence and get right answer from old mentality retailers. 6) Region i.e., Urban area therefore the result are applicable to Nasik region only these findings may not have much relevance in other regions of different from rest of the country. 7) All the conclusions, suggestions & recommendations will be made in the feedback obtained from survey

based on responses given by the respondents.

49

DATA ANALYSIS & INTERPRETATION

50

Data I terpretati
(1) W at Type f C annel a) E & b) c) d) rocery onvenience ther NO.OF OUTLETS 20 10 20 0 PERCENTAGE 40% 20% 40% 0% y u l ?

OUTLET TYPE E&D Grocery Convenience Ot er

Ch t itl
25 40% 40%

20 15
No.of outl ts

20% 10
5 p of outl ts

E&D Grocery
onvenience

Interpretati n: From t e above graph it can be observed that majority type of channel is E&D and Convenience channels are same in no. And they are more in no. than Grocery.
51

Other

(2) W at Type f utlet are y u in? a) Pepsi Exclusive b) c) oke Exclusive ever sell cold drinks

d) Both a & b

TYPE OF OUTLET Pepsi Exclusive oke Exclusive ever sold cold drinks Both a & b

NO.OF OUTLET

PE CENTAGE % % % %

25
40%

20
15 NO.OF OUTL TS 10 Pepsi Exclusive 20% 20% 20% Coke Exclusive Never sol col drinks

5 0

Both a & b

TYPE OF OUTLET

Interpretati n: From above graph we can say that most of the outlets are keeping both Coke & Pepsi cold drinks.
52

(3) W at i the hilling equipment y u are u ing? a) oca cola ridge

b) Pepsi ridge c) wn your Assert ridge

d) Ice Box e) Both (A & B).

CHILLING EQUIP ENT Coca cola ridge Pepsi ridge wn your Assert ridge Ice Box Both(A & B)

NO.OF OUTLETS

7 8

PE CENTAGE % % % % 36%

20

36%

15

Coca cola Fridge

20% 20%
NO.OF OUTLETS 10 14%

Pepsi Fridge Own your Assert Fridge

Ice Box

10%
5

C LL NG EQUIPMENT

Interpretati n: From above graph we can say that outlet owners are mostly use the both companies fridge for chilling purpose.
53

Both(A & B

(4) Kindly rate the level f ati facti n n C mmunicati n from the company

a)

ighly satisfied

b) Quite satisfied c) either satisfied nor dissatisfied d) Quite dissatisfied e) ighly dissatisfied

LEVEL OF SATISFACTION NO.OF OUTLETS Highly satisfied 6 Quite satisfied 9 either satisfied nor 8 dissatisfied Quite dissatisfied 3 Highly dissatisfied

PE CENTAGE % 38% 6% 6% 8%

20
18

38%

14 12 NO.OF OUTLETS 10
8

26%
Quite satis ied Neither satis ied nor dissatis ied Quite dissatis ied 8%

6 4
2 0 LEVEL OF SATISFACTION

Highly dissatis ied



Interpretati n: From above graph we can say that most of the outlet owners are satisfied on communication by the company, but at the same time there are dissatisfied customers also there.
54

12%

16%

16

Highly satis ied

(5) If a rand

hich you prefer i not delivered to you properly, then

hat do you do?

a)

o for other brand

b) Call to distributer c) Call to companys sales person d) Stop selling that brand e) ther actions

ACTION TAKEN Go to other brand Call to distributer Call to companys sales person Stop selling that brand Other actions

NO.OF OUTLETS 32 0 13 5 0

PERCENTAGE 4% 0% 2 % 10% 0%

35 30 25

64% Go to other brand Call to distributer

NO.OF OUTLETS

20 15 10

26%

Call to company s sales person Stop selling that brand

ACTION TAKEN

Interpretati n: From above information it comes to know that if customers dont get the proper delivery service then they can easily start to buy other bands.
55



Other actions

(6) Which of the following promotions affect the sale mostly? a) Scheme b) Case refund c) Price pack d) nder Crown Scheme ther

e) Any

PROMOTION Scheme Case refund Price pack Under Crown scheme Any other

NO.OF OUTLETS 21 7 4 18 0

PERCENTAGE 42% 14% 8% 3 % 0%

25 42% 20 36% Scheme 15

NO.OF OUTLETS
10

Case refund

Price pack 14%

5

Under Crown scheme 8% Any other

PROMOTION

Interpretati n: From above graph we can say that promotion activities run by the company affect the sales of the company.
56

(7) While COKE does not take empty ottles of PEPSI, latter does. Is there any affect of it on sales? a) o

b) Yes c) Cant Say AFFECT No Yes Cant say NO.OF OUTLETS 12 28 10 PERCENTAGE 24% 5 % 20%

30

56%

25

20 No

NO.O OUTLETS 15


24%
20%

Yes

Can t say

10

A ECT

Interpretati n: COKE does not take empty bottles of PEPSI,so it affect on Cokes sale.
57



(8) Is there any effect of mega events (e.g. IPL) on sale of COKE (In peak season, like Summer)? a) Increase b) c) ecrease o effect

d) Cant say SALE Increase ecrease o effect Cant say NO.OF OUTLETS 7 6 PE CENTAGE % % % 3 %

25 44% 20 30%

15
NO.OF OUTLETS 10 14% 5

Increase Decrease

No effect Can t say 12%

SALE

Interpretati n: Above graph shows that there is no any effect of any mega events on the
sale of coke in peak season.

58

Delivery (timeliness)
(9) I. Kindly rate the

ehavior of sales man (Overall year) towards:

A) Highly satisfied B) Satisfied C) either satisfied nor dissatisfied ) issatisfied E) Highly dissatisfied RATE OF SALESMAN BEHAVIOR Highly satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Highly dissatisfied NO.OF OUTLETS 0 13 22 7 8 PERCENTAGE 0% 2 % 44% 14% 1 %

25 44%

20

Highly satisfied Satisfied

15 NO.OF OUTLETS

26%

10 14%
5

Neither satisfied nor dissatisfied 16%

Dissatisfied Highly dissatisfied

RATE OF SALESMAN BEHAVIOR

Interpretati n: On the basis of above information we can say that most of the customers are neither satisfied nor dissatisfied on the behavior of the sales person(overall year) with respect to timeliness delivery.

59

Communication II. Kindly rate the ehavior of sales man (Overall year) towards:
A) Highly satisfied B) Satisfied C) either satisfied nor dissatisfied ) issatisfied

E) Highly dissatisfied

RATE OF SALES MAN BEHAVIOR Highly satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Highly dissatisfied

NO.OF OUTLETS 14 12 15 5 4

PERCENTAGE 28% 24% 30% 10% 8%

16 2 %

30%


14
12

24% 10
NO.O OUTLETS

Highly satisfied Satisfied Neither satisfied nor dissatisfied 10% 8%

Dissatisfied Highly dissatisfied

Interpretati n: From above information we can say that customers are neither satisfied
nor dissatisfied on behavior of sales person(overall year) with respect to communication.

8 6

4
2

RATE O SALESMAN BEHAVIOR

60

Delivery (timeliness) (9) III. Kindly rate the ehavior of sales man (Peak Season) towards: A) Highly satisfied B) Satisfied C) either satisfied nor dissatisfied ) issatisfied

E) Highly dissatisfied

RATE OF SALESMAN BEHAVIOR Highly satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Highly dissatisfied

NO.OF OUTLETS 0 7 9 15 19

PERCENTAGE 0% 14% 18% 30% 38%

20 18 16 14 12 NO.OF 10 OUTLETS 8 6 4

38% Highly satisfied Satisfied 18% 14%

Neither satisfied nor dissatisfied Dissatisfied Highly dissatisfied

30%

2 0 RATE OF SALESMAN BEHAVIOR

Interpretati n: From above graph we can say that customers are highly dissatisfied by the behavior of sales person (in peak season)with respect to timeliness delivery service.

61

Delivery (timeliness) (10) Kindly rate the ehavior of distri uter (Overall year) towards: A) Satisfied C) issatisfied ) either satisfied nor dissatisfied E) ont Know istributer

RATE OF DISTRIBUTOR BEHAVIOR

NO.OF OUTLETS

PERCENTAGE

Satisfied Dissatisfied Neither satisfied nor dissatisfied Dont know Distributer

8 13

1 % 2 % 12% 4 %

23

25

46%

20 Satisfied 15 26% Dissatisfied Neither satisfied n r dissatisfied D n t kn w Distributer

NO.OF OUTLETS
10 16%

12%
5

RATE OF DISTRIBUTOR BEHAVIOR

Interpretati n: From above information we come to know that most of the customers
even dont know the who is there distributer.
62

Communication

(10) Kindly rate the ehavior of distri uter (Overall year) towards: A) Satisfied C) issatisfied ) either satisfied nor dissatisfied E) ont Know istributer

RATE OF DISTRIBUTOR BEHAVIOR Satisfied Dissatisfied Neither satisfied nor dissatisfied Dont know Distributer

NO.OF OUTLETS

PERCENTAGE

13 7 24

12% 2 % 14% 48%

30
25 48% Satisfied

20 NO.OF 15 OUTLETS
10 12% Dissatisfied

26% Neither satisfied nor dissatisfied Don t know Distributer

14%

5
0

RATE OF DISTRIBUTOR BEHAVIOR

Interpretati n: From above information we come to know that most of the customers
even dont know the who is there distributer due to lack of communication between outlet owners and distributer.
63

Involvement (10) Kindly rate the ehavior of distri uter (Overall year) towards: A) Satisfied C) issatisfied ) either satisfied nor dissatisfied E) ont Know istributer

RATE OF DISTRIBUTOR BEHAVIOR Satisfied Dissatisfied Neither satisfied nor dissatisfied Dont know Distributer
25

NO.OF OUTLETS

PERCENTAGE

3 17 9 21

% 34% 18% 42%

42%

20
34% Satisfied

15 NO .OF OUTLETS 10
18%

Dissatisfied Neither satisfied nor dissatisfied Don t know Distributer

6%

RATE OF DISTRIBUTOR BEHAVIOR

Interpretati n: From above information we come to know that most of the customers
even dont know the who is there distributer due to lack of involvement of distributer.
64

CONCLUSION

65

OBSERVATION

Coca - Cola beverage pvt. ltd. is worlds largest beverage company and as we know that the coca- cola company is on that stage because of its large number of products and by giving the customer complete satisfaction regarding taste and quality. Now a day its necessary to show customer and to make believe them that our product is better than others in the aspects which can be done in a better way through merchandising the products. As far as journey with the company, I grasped lots of knowledge within two months. Because many of the company officials has assisted and given me the valuable notes and experience of their life. The primary objective of the my research is to analyze the horizontal expansion strategy of Coke and at the end of the research I found that there is requirement of changing the strategy for acquiring new customer for Coke but company should take care of its existing customer because they are the main instrument of promotion for any company so old customer should be fully satisfied with the company .

66

Findings:

1. It is felt that outlet owner are more concern about schemes like offers on cases, under crown schemes etc and Pepsi is providing them better schemes then Coke. 2. It is felt that distributor is not doing his work honestly, he is not sending route in the market properly. When the salespersons generate orders with retailer, due to problem like salesman is on leave, vehicle is not available etc they delay the order and retailer cancel the order with the distributer that affects the sales volume. 3. Distributer is more concern about Wholesaler rather than Retailer.

4. As per policy, both companies are not entitled to collect competitor empty bottles from the shops but Pepsi is not adhering to it. Therefore this hampering the business of coca -cola in the market as Pepsi is more preferable to carry on the business in a su ave manner.

5. The distributor in its area is facilitating sales by establishing monopoly of offers and schemes that do not reach to the outlet.

6. Distributor rarely keeps any interest to work and communicate with the customer which results in of the companys sales as well as image are getting adversely affected.

7. It has been found that the shopkeepers has strongly responded to the option of switching to the another brand (Pepsi) when it has been inquired that what will they do in order to continue trading at the time when their preferred brand is not been delivered properly.
67

8. The shopkeepers have nodded to the view that schemes offered to them as per the policies of the company plays a significant role in increasing profitability. 9. As per the notes taken apart from the data in the questionnaire it has been discovered that PEPSI offers more schemes to the shopkeepers,

68

Suggestions

69

Suggestions

1) It is suggested that the company should embark upon improved marketing strategies with special importance to the following Sales person should be provided with all the facilities that will help them in reaching shops that are generally inaccessible due to facto rs like distance, time etc. For this purpose, the company should enable its marketing wings in such a way that they can facilitate communication and accessibility to penetrate into markets devoid of sales person services. A suggestion can be forwarded to t he company if they can afford to supply carrying vehicles (delivery vans) to the sales persons in order to extend markets.

2) Another problem that must be taken care of is rivals competitive edge over companys performance. Pepsi is going brilliantly with its strategy of bottle collection in an unbiased way. This is actually getting detrimental to the companys hold of overall market share of the area. So Coke is also suggested to stop Pepsi for collecting Cokes bottles.

3) A major problem has been detected in the area surveyed. This problem can be ranked in the first order as it is related to the distribution channel itself the problem lies with the distributor who, in executing a strange dictate, has established a monopoly in its business and not letting several critical factors to be considered. These include pricing policy as a primary factor where the distributor is setting the price on its own will and taking care of its own business profitability. If Coke does not pay attention towards the matter, not only it will affect its market populism in an ill way, also will it pave the way for Pepsi to capture its lost market.

70

5) A strange feedback from the market has, however, paused comprehension about Cokes market. The survey has shown that the practice of delay for supplying products in the market can create a compelling situation for the shopkeepers to change or switch over from COKE. It is humbly recommended that, in order to win over problems in the prospective market of Nasik, Coke should always step forward to verify and maintain its supply chain system in striking a balance between what is produce and how much is sold.

6) The final round of question, however, revealed that schemes and offers will always trigger shopkeepers enthusiasm in selling the product. Coke should find out a cost effective solution so that it could extend favor to the shopkeepers in keeping beverag es from the company along with competitors products. A round of preliminary survey about shopkeepers preferred schemes could be solicited that can excavate an alternative that best balances both of the companys cost factors and shopkeepers selling sp ree as well. .

71

SWOT ANALYSIS
Coca-Cola Company is one of the leading MNC in the world. It has made a remarkable growth since it origin and it has got a good potential in spite of varioushurdles coming its way. By going through its SWOT analysis we can know much more about thecompany. STRENGTH: The company has got various strengths, which leads the company be a market leader. Someof the strengths listed below:

A.)Strong product line:

The company has got various fast moving products which are going great job in the market.These soft drinks not only quench thirst but also refresh everyone it touches. One of the strong brands of the company is Thumps Up, which specially doing well in the Indian ma rket. It hascaptured one of the major shares of the soft drink market.

B.) Advertising
Advertising plays a major in promoting sales of the product. The company has got one of the best advertising strategies. Appointing film actors, as the brand ambassadors, makes a greatimpact on the mind of the customers. The company should try to launch more and mor

72

WEAKNESS:
As no man in this world is a complete man and so are the companies. Every company hasgot weakness so as Coca- Cola Company too. Some of the weaknesses which the companyshould overcome are as follows: A.) Distribution network: The company has got an average distribution network this is one of the reason why the companyfails to fulfill the dema nd of the customer at time of peak seasons. It must go for some more bottling plants and should opt for better distribution channels to increase the sales in the best possible manner. B.) Pricing strategy: The company has got a pricing strategy as there is no certainty of rising or fall of price during the peak season. This also hamper the sales of the company as the retailers and distributor getdilemma whether to place the next order or not as increase or decrease in price may hamper their margin and blockage of the goods

73

OPPORTUNITIES:
Instead of weakness and threats the company the company has got various opportunities towhich it has to go for. The opportunities for the company are as follows: A.) Large Market: As India is said to be one of the biggest market in the world, thus the company survive for longand can expands to its length and width. Still there are thousand of villages which have not beencovered by soft drink companies. If the company targets the rural market it can easily make large profits and thus can also satisfy its aim to benefit and refresh the whole nation. B.)Launch of other brands: Coca- Cola Company has got more than 300 brands which is running successfully over theworld. Thus it can launch some more brands in the country, after studying the demand and desire of the people and can dep its roots by winning their minds and hearts.

74

THREATS:
Some of the threats which the can face:(A) Competitors: One of the strong competitors of the company is Pepsi Co. thus it has to formulate such strategieswhich make it to remain one step ahead and give a strong competition to the competitors. Someof the other competitor in the path of growth to the company is the local soft drinksmanufacturers who play an active part at the time of peak season. The other local refreshers like Nimbu Pani, lassi, fruit juice etc. which hampers the sales of the company. (B) Govt. Policies: The policies of the government also play a major role for the company. The company cannot perform well or in its own way by violating the rules of the government. Thus, if the governmentformulates some policies which creates hindrances in the working of the company it will prove to be one of the m ajor threats.

75

Bibliography
 Philip Kotlar , Marketing Management(The millennium Edition).  C.R.Kothari, Research Methodology  G.C.Berry

 Published Materials

: Economics Times : Business World

REFERENCE: www coca-cola com  www coca-colaindia com

! !

76

ANNEXURE

77

QUES I
( ' &
(1) hat pe o hannel do o hold

AIRE

e) E & D f) G

ery enience

) )

Ot er, Please specify ___________________________________________________

e) Pepsi E cl si e

sing f) Coca cola Fri Pepsi Fri O n

) )

e Assert

your

Fri j)

e i) Ice Box

compan f) Hi

ly satisfied

Neit er

j)

Hi

ly dissatisfied o properl , then what do

o do f) Go for ot er rand

Call to companys sales person

Call to distri uter

78

(5) I a brand which o pre er is not delivered to

dissatisfied i)

WV

uite satisfied satisfied nor

uite dissatisfied

WV

(4)

indl rate the level o satis action on

omm nication rom the

Bot

A & B).

(3)

hat is the chilling eq ipment

VU

VU

) Bot a &

HH

) Never sell col

f)

e E cl si e rinks

(2)

hat

pe o o tlet are o in

% 9

C B

C B

$# 87

3 4 0

10)

E F

" 6 Q a

VU

2 5 G I V W V W V W S

are

i) j) (6) f)

Stop selling t at rand Ot er actions, please specify __________________________________________.

Scheme

g) Case refund h) Price pack i) j)

(7)

Under Crown Scheme Any Other, Please Specify ________________________________________________.

d) No e) Yes f) Cant Say

e) Increase f) Decrease

g) No effect h) Cant say

a) Increase

) Decrease

c) No effect d) Cant say

(9) I. Kindl rate the behavior o sales man ( verall ear) towards:
A) Highly satisfied D) Dissatisfied a) Delivery (timeliness) B) Satisfied

C) Neither satisfied nor dissatisfied

E) Highly dissatisfied _____________________________________________________ A B C D E

79

II. Is there an e ect o mega events on sale o

E (In non -peak season)

(8) I. Is there an e ect o mega events (eg. IP ) on sale o

E (In peak season, like S mmer)

vv u

t v sr

hile

E does not take empt bottles o PEPSI, latter does. Is there an a ect o it on sales

hich o the ollowing promotions a ect the sale mostl

hh

vv u

hh i

t sr

g q

b) Communication

_____________________________________________________ A B C D E

c) Visit Frequency

_____________________________________________________ A B C D E

II. Kindl rate the behavior o sales man (Peak season) towards: A) Highly satisfied D) Dissatisfied B) Satisfied C) Neither satisfied nor dissatisfied

a) Delivery (timeliness)

_____________________________________________________ A B C D E

b) Communication

_____________________________________________________ A B C D E

c) Visit Frequency

_____________________________________________________ A B C D E

(10) Kindl rate the behavior o distrib ter ( verall ear) towards: A) Satisfied B) Dissatisfied d) Delivery (timeliness) C) Neither satisfied nor dissatisfied D) Dont Know Distributer ______________________________________________ A B C

e) Communication

______________________________________________ A B C

f)

Involvement

_______________________________________________ A B C

_____________________________________________________________________________________

i.

ame

PERS

AL DE AILS:
tlet: _____________________________________________________________

80

E) Highly dissatisfied

iii.

ii.

ontact n mber: _________________________ iii. Age_____________________________

Address:____________________________________________________________________ ___________________________________________________________________________

81

82