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Marketing Strategies of Coca-cola



Under Guidance of : Shilpi mam Lecturer Management department SRMGPC,Lucknow

Submitted by: Hafizur Rahman Roll no:-1012270062 M.B.A. 3rd Semester

I here by declare that the project, which is being presented in this project report entitled Marketing Strategies of Coca-cola in Varanasi City, is an authentic record of my own work during the period of 6 weeks. This information given by me in this report is exclusively for concerned organization and would not be submitted by me anywhere else. Hafizur Rahman MBA 3rd sem SRMGPC,LUCKNOW


To begin with, I am obliged to Mr.SHYAMAL KISHORE (H.R. Manager), who allotted me this interesting topic and without whose guidance and constructive criticism this report might have not been completed. I appreciate for their cooperation and contributions for helping us in making project factual and informative. I also express my gratitude to Mrs. Shilpi Bajpai Lecturer of SRMGPC,LUCKNOW , who have been instrumental in making this report useful one.

Finally, I wish to thank to my family and friends for their inspiration, encouragement and support, which enabled me.

Hafizur Rahman


Soft drink includes all types of non alcoholic carbonate flavored or otherwise sweetened beverages. Soft drinks are mostly packaged in 200 ml, 300 ml, 500 ml, 1000 ml, 1500 ml, and 2000 ml and comes in a variety of flavors. It also comes in glass as well as in plastic bottles.5ince so many changes and transformations are under going ever changing consumer demands, Govt. Policies and innovative packaging. Then industries are much emphasizing advertising to increase its sales.

With the introduction of fruit pulp based soft drinks, packaged in cardboard cartoons known as "TERRAPACK" has been introduced in the market. The bottled soft drink market has undergone a marginal decreases in demand After 1994 the eminent re-entry of cocacola in Indian soft drink Industry it is heading for two giants war to capture the market. It has introduced various sharp and efficient tools say tour packages, prizes gift other avenues to enhance social status and satisfying personal egos also.

No. 1. Title Page 2. 3. 4. 5. 6. Preface Acknowledgement Declaration Executive Summary -------------------------------------------------------------Industry & Company Profile -----------------------------------------------------Industrial Profile Carbonated Soft Drink (Csd) Industry Coca-Cola History in India Company Profile History of Coca-Cola Fabulous Facts about Coca-Cola Soft Drink Market India Scenario Important Landmarks of Company Awards The Coca-Cola Promise Policy Strategy Adopted by Coca-Cola Competitive Situation Introduction of The Organization Organization Structure Organizational Structure Chart Company's Objectives and Goals Product Profile of Coca-Cola Right Execution Daily (RED) Project Profile -------------------------------------------------------------------Relevance of Topic Research Methodology -------------------------------------------------------------Objectives of the Study Research Design Scope of Research Scope Limitation Analysis ------------------------------------------------------------------------Sample Profile Findings


Page No.

6-9 10-68







Conclusion Suggestions Every Dealer survey repport 10. Bibliography ----------------------------------------------------------------11. Appendix ---------------------------------------------------------------Specimen of Questionnaire (Retailer Survey) Every Dealer Survey

95 96-99

Topic of Research: Marketing Strategies of Coca-cola in Varanasi City

Main Objective * To find out the market share of Coca-Cola products in the market in comparison to the Pepsi product. * To find out the current status of the Sales Generating Assets (S.G.A.)

Secondary Objective
* The find out the more potential market & retailers. * To identify the satisfaction level of retailers in terms of Sales Generating Assets. * To get the suggestions from retailers to improve the market share of Coca-Cola. * The whole survey was mainly based on retailers & distributor of the soft drinks.

Problem defination: The cola wars had become a part of global folklore - something all of us took for granted. However, for the companies involved, it was a matter of fight or succumb.'Both print and electronic media served as battlefields, with the most bitter of the cola wars often seen in form of the comparative advertisements. In the early 1970s, the US soft-drinks market was on the verge of maturity, and as the major players, Coke and Pepsi offered products that looked the same and tasted the same,'substantial

market share growth seemed unlikely. However, Coke and Pepsi kept rejuvenating the market through product modifications and pricing/promotion/distribution tactics.

Universe of study: - Varanasi city Sample detail

1. Sample Survey: 2. Area of Survey: Retailers Varanasi City 6 Weeks Primary Data & Secondary data Judgment Sampling.

3. Time Period: 4. Data Type: 5. Sample Selection: -

Collection of Data
1. Primary Data  Retialer Survey  Consumer servey  Personal Interview 2. Secondary Data  Website,  Magazine

Sample Size
The sample size of research study is 150.

Findings:  Coke is having more number of bottling plants in compare to Pepsi that is why it has a strong distribution network.  Coke is having four Cola brands i.e. Coca Cola & Thums-up Limca & Sprite covers more target customers. Those consumers who prefer hard Cola drink choose Thums-Up & Sprite & those who wants soft drink prefer Coca-Cola & Limca.  The packaging of Coca-Cola is in accordance to the taste of the rural people because of its red color logo.  The no. of specific outlets for Coke is more comparing to Pepsi. Thus larger markets share in the area covered by Coke.  About 70% to 80% of consumers prefer the taste of the drinks of Coke Co.

Suggestions:  The company should move with societal marketing concept "The Societal Marketing Concept holds that the organization's task is to determine the needs wants & interest of target market and to deliver the desired satisfaction efficiently than competitors in a way that preserves or enhances the consumer and Society's well being."  Retailers have emerged as major opinion leader and high retailer margin should be given to motivate these retailers.  There should be proper allocation of each activity on the basis of city & population.  Specking should be changed and new attractive bottles should be introduced.  Advertising equipment of Coca-Cola product should be distributed properly among the retailers.  There should be proper visit of Area Sales Manager at least once in a month to sort out the problem of retailers like leakage replacement etc. & to motivate the retailers selling only Pepsi.

Topics covered:  Introduction of Soft Drink Industry  Competitive Situation  Brand Competition  Introdution of Coca Cola Company  Important Landmarks of Company  History of Coca- Cola in India  Organization Structure  Introduction of Organization  Structure of Amrit Bottlers Pvt. Ltd.  Organizational Structure Chart  Sales & Distribution Process of A.B.P.L.  Distribution Channel of Saket Sales & Services Pvt. Ltd.  Products of the Company  Brand in Indian Market  Description of the Product  Popular Punchlines of Coca Cola Product

Present soft drink boon in India was attributed to the legacy of Coca Cola, which was there in INDIA till 1977. In todays market the Coca-Cola (Coke, Thumps Up, Fanta, Limca, Sprite, Vanilla Coke, etc.) hold a 62% market share that appears to bear concentrated rush to beg a big share in the soft drink market. Various national & multinational firms are engaged in soft drink market due to increase in its demand day by day. As far as INDIA soft drink market is concerned there are major companys engaged having a big completion to capture the soft drink market are namely Coca-Cola & Pepsi. While Campa Cola & many local colas still notice in the Indian Market. Pepsi Cola attacked Coca-Cola before World War II. Coca Cola dominated the American soft drink industry, Pepsi cola was a drink less to manufactures & with a less satisfactory taste then Coke. Where as Coca-Cola major selling point was more drink for the same price and Pepsi emphasized on advertising. During World War II Pepsi & Coke both enjoyed increased sale. After the war Pepsi sale was started to fall relatively to Coke, resulting the Coca-Cola had starting to click the Market share. A number of factory contributed to Pepsi problem were poor image, poor taskforce, poor quality control etc. At that point Alfred.N.Steeler came to the presidency of Pepsi cola with a great reputation for merchandising. He and his staff recognized that the main hope lay transforming Pepsi from a cheap imitator of Coke into a class on soft drink manufacturer. By 1955 all Pepsis major weakness had been overcome, resulting sales had climbed substantially. These actions from 1955 to 1960 led to a considerable sales growth for Pepsi. In India another company engaged in soft drink market is Coca-Cola. It is one of the most widely known, accepted and admired trademarks of the world. Coca-Cola was their in India till 1977, when the Indian Government banned it due to strong resentment against multinational companys Coca-Cola was re-launched again in India in September 1993 at HATHRAS near Agra. The India people welcomed the come back of their most loved Cola in the country with great enthusiasm and vigor. Coca-Cola marked its re-launching with acquiring five Parley drinks viz. Thumps Up, Gold Spot, Limca, Citra, Maaza, Soda. Soft drink industry is one of the fastest growing industries in India. The basic idea behind the rapid growth of this industry is due to following reasons: 1. The great corporate war between Coke & Pepsi, who left no stone unturned, for monopolizing the India Soft Drink market.


The basic ideology of these two giants is to promote soft drinks as a food item in India hold. The long hot summers in India have increased the consumption of soft drinks.



Carbonated or Aerated Drink

Non-Carbonated or Non-Aerated Drink


Branded Product

Commodity Product

Ready to serve

Diluted before serve


Mineral water

Cola Drink

Non-Cola Drink

Having Preservation

Having no Preservation

Squashes Artificial Flavors

Pure Mineral Water

Flavored Mineral Water

Fun Drink

Health Drink

Fruit Juice

Gelatin based Drink


Branded Product

Commodity Product

Cola Drinks e.g. Coke, Pepsi, ThumpsUp

Non-Cola Drinks

New Flavors e.g. Canada

Orange Flavor e.g. Mirinda, Gold Spot, Fanta

Mango Flavor e.g. Maaza, Slice

Lemon Flavor e.g. Limca, Teem, Mirinda


Industry Structure
There are three major participants in the production-carbonated soft drinks. They are concentrate producers for example roughly one half if Pepsi colas sale are through company owned bottles ; the remaining volume is sold through franchises bottles line of soft drink in a defined territory , and not allowed to market to market a directly competitive major brand.

The principal retail channel for channels for carbonate soft drink are supermarkets, convenience store, vending machines fountain service, and thousand of small outlet. Soft drinks are typically sold in glass bottle and in plastic and cans except for fountain services. In fountain service syrup is sold to a retail outlet. Which mixes the syrup with carbonated water for immediate sales.


India soft drink industry is witnessing a boom time. Its growth rate is around 20% with which such growth rate, volume could reach billion crates with in 10 years. Three major multinational companies are fighting to grab a major chunk of business from Indian markets. These three cocacola, Pepsi, Cadbury. All of these companies have seen an enormous potential in this country. Consequently, by world standard, Indian per capita consumption of soft drinks is still very low. There fore these soft drinks grants feel that fire capita consumption can only grow up. Soft drink industries has already seen and estimated sale of around 240 million crates higher then last years sale of 204 million in 1998. The Main reason for such a high growth rate heightened competition between coca-cola and Pepsi, Cadbury, bring a new entrant is for behind. India is actually more vivid in taste and preference then any other country market. Delhi jar instance, account for about 20% of total soft consumption in term of sales. There are about 4, 80,000 soft drinks retailers in India and their numbers are increasing day to day. This actually means that there is just one soft drink retailer on a population of 37,600, which is far below the international standard. Where as Philippines has one soft drink retail counter over a population of 150 people i.e. 4, 00,000 outlet on a population of 60 million.

Keeping in view of tapping the Indian soft drink market and also developing soft drinks as a drinking product among Indians. The Coca-Cola in India has setup an independent organizations which is H.C.C & B.C.C with a capital of 350 U.S.$ each by virtue of sellout decision of the passed managing director Sh. S. C. Aggarwal. Hindustan Coca-Cola bottling (N-W) Pvt. Ltd. Najibabad took the complete possession of this plant, land, machinery, & intellectuals on February 14 1998 and since then H.C.C, looking after all its affairs under company owned bottling plant to establish integrated marketing system in the area. In 1999 the company opened up the new bottling plant at DASNA in Ghaziabad Distt. This plant has more sophisticated equipments, then the plant at Najibabad.


John Styth Pemberton

Jon Styth Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta, Georgia it was May 1861 when the pharmacist concocted a caramel colored syrup in threelegged brass kettle in his backyard. He first distributed the new product by carrying Coca-Cola in a jug cown enjoys in a glass of Coca-Cola at the soda fountain. Whether by design or accident, carbonated water was teamed with the new syrup, producing a drink that was proclaimed Delicious and Refreshing. Dr. Pembertons Partner and bookkeeper, Mr. Frank Robinson, suggested the name and penned as Coca-Cola in the unique flowing script that is still famous worldwide today. Dr. Pembertons sold 25 gallons of syrup, shipped in bright Red wooden kegs. Red has been a distinctive color associated with the No.1 soft drink brand ever since. For his efforts, Dr. Pemberton grossed $ 50 and spent $ 73.96 on advertising, by 1891, Atlanta chemist as a G.Canler had acquired complete ownership of the Coca-Cola business. He purchases it from the Dr.Pemberton family for $ 2300. With in 4 year his merchandising flair helped to expand the consumption of Coca-Cola to over $25 million. Robert W. woodruff become the president of the Coca-Cola company in 1923 and his more than six decades of leadership took the business of commercial success making Coca-Cola an institution the world over. Coca-Cola begins as a never tonic, but candy merchant Joseph A. Biedenharn of Mississippi was looking for awry to serve refreshing beverages. He responded to this demand began offering bottle Coca-Cola using syrup shipped from Atlanta, during a hot summer in 1894.


1. The worlds largest spherical coca-cola sign is in Nagoya, Japan a top the dial Nagoya building in front of the Nagoya railway station. The sing is a double sphere constructed from more then 46 tone of steel, more 940meter of neon tubing, and more then, 879 light bulbs. The outer shape features the coca-cola logo and contour bottle, while the inner sphere portrays a comic scene with twinkling planets and stars. One of the worlds largest signs for coca-cola is located on a hill called ELHACHA in America, Chile. It is 400 feet wide and 131 feet high and is made from 70,000, 26 ounce bottles. The first out door paint sign advertising coca-cola still exists. It was painted in 1894 in Cartersville, Georgia. Coca-cola is one of the worlds most recognizable trademarks recognized in countries that account for 98 percent of the worlds population. If all the coca-cola ever produced were in 8- ounce bottles. And these bottles were distributed to each person in the world. There would be 678 bottles or over 42 gallons for each person.






If all the coca-cola ever produced were in 8 ounce bottles, placed side by side and end to end to from a lane highway, it would wrap around the earth 82 times.


If all the coca-cola ever produced were flowing over Niagara fall at its normal rate of 105 million gallons per second instead of water, the falls would flow for about a day and a half 38 hours and 46 minutes.

The largest representation of the worlds best known package 100 foot tall glass contour bottle is located at world of coca-cola LOS VEGAQS


The coca-cola company reintroduced coca-cola in India on October 23, 1993, after an absence of 16 years. The coca-cola company received approval from the government in July 1996 to set up a holding company to invest US $ 700 million in downstream operation of beverages In July 1997 the holding company was permitted by the government to operationally its bottling subsidiaries. The bottling subsidiary currently owns and operates twenty-six bottling plants and sixty distribution centers across India. In addition, it uses 20 contract packers to augment its production capacity and cater to the increasing demand for its wide portfolio of beverage. India is home to one of the most ancient cultures in the world dating back over 5000 years. At the beginning of the twenty-first century, twenty-six different languages were spoken across India, 30% of the population knew English, and greater than 40% were illiterate. At this time, the nation was in the midst of great transition and the dichotomy between the old India and the new was stark. Remnants of the caste system existed alongside the worlds top engineering schools and growing metropolises as the historically agricultural economy shifted into the services sector. In the process, India had created the worlds largest middle class, second only to China. A British colony since 1769 when the East India Company gained control of all European trade in the nation, India gained its independence in 1947 under Mahatma Ghandi and his principles of non-violence and self-reliance. In the decades that followed, self-reliance was taken to the extreme as many Indians believed that economic independence was necessary to be truly independent. As a result, the economy was increasingly regulated and many sectors were restricted to the public sector. This movement reached its peak in 1977 when the Janta party government came to power and Coca-Cola was thrown out of the country. In 1991, the first generation of economic reforms was introduced and liberalization began.

Coca-Cola come back in the year 1993 after liberalization and was launched at Agra with the slogan "Old wave have come to Indian again". At the time parle was the leader in the soft drink market and had more than 60% of the total shore in soft drink. Coca-Cola joined hands with parle and to enter India after 17 years. By striking a 40 million deal with Parle. Coke almost

made a clear sweep and made its good as To become all time all occasion drink not a special treat beverage."

Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveal its formula to the government and reduce its equity stake as required under the Foreign Exchange Regulation Act (FERA) which governed the operations of foreign companies in India. After a 16-year absence, Coca-Cola returned to India in 1993, cementing its presence with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network. Cokes acquisition of local popular Indian brands including Thums Up (the most trusted brand in India Limca, Maaza, Citra and Gold Spot provided not only physical manufacturing, bottling, and distribution assets but also strong consumer preference. This combination of local and global brands enabled Coca-Cola to exploit the benefits of global branding and global trends in tastes while also tapping into traditional domestic markets. Leading Indian brands joined the Company's international family of brands, including CocaCola, diet Coke, Sprite and Fanta, plus the Schweppes product range. In 2000, the company launched the Kinley water brand and in 2001, Shock energy drink and the powdered concentrate Sunfill hit the market. From 1993 to 2003, Coca-Cola invested more than US$1 billion in India, making it one of the countrys top international investors

By 2003, Coca-Cola India had won the prestigious Woodruf Cup from among 22 divisions of the Company based on three broad parameters of volume, profitability, and quality. Coca-Cola India achieved 39% volume growth in 2002 while the industry grew 23% nationally and the Company reached breakeven profitability in the region for the first time.

Encouraged by its 2002 performance, Coca-Cola India announced plans to double its capacity at an investment of $125 million (Rs. 750 crore) between September 2002 and March 2003.

Coca-Cola India produced its beverages with 7,000 local employees at its twenty-seven wholly-owned bottling operations supplemented by seventeen franchisee-owned bottling operations and a network of twenty-nine contract-packers to manufacture a range of products

for the company. The complete manufacturing process had a documented quality control and assurance program including over 400 tests performed throughout the process .

The complexity of the consumer soft drink market demanded a distribution process to support 700,000 retail outlets serviced by a fleet that includes 10-ton trucks, open-bay three wheelers, and trademarked tricycles and pushcarts that were used to navigate the narrow alleyways of the cities.

In addition to its own employees, Coke indirectly created employment for another 125,000 Indians through its procurement, supply, and distribution networks.

Sanjiv Gupta, President and CEO of Coca-Cola India, joined Coke in 1997 as Vice President, Marketing and was instrumental to the companys success in developing a brand Coca-Cola India.

The Indian consumer and in tapping Indias vast rural market potential. Following his marketing responsibilities, Gupta served as Head of Operations for Company-owned bottling operations and then as Deputy President. Seen as the driving force behind recent successful forays into packaged drinking water, powdered drinks, and ready-to-serve tea and coffee, Gupta and his marketing prowess were critical to the continued growth of the Company.

Indias one billion people, growing middle class, and low per capita consumption of soft drinks made it a highly contested prize in the global CSD market in the early twenty-first century. Ten percent of the countrys population lived in urban areas or large cities and drank ten bottles of soda per year while the vast remainder lived in rural areas, villages, and small towns where annual per capita consumption was less than four bottles. Coke and Pepsi dominated the market and together had a consolidated market share above 95%. While soft drinks were once considered products only for the affluent, by 2003 91% of sales were made to the lower, middle and upper middle classes. Soft drink sales in India grew 76% between 1998 and 2002, from 5,670 million bottles to over 10,000 million and were expected to grow at least 10% per year through 2012.

In spite of this growth, annual per capita consumption was only 6 bottles versus 17 in Pakistan, 73 in Thailand, 173 in the Philippines and 800 in the United States. With its large population and low consumption, the rural market represented a significant opportunity for penetration and a critical battleground for market dominance. In 2001, Coca-Cola recognized that to compete with traditional refreshments including lemon water, green coconut water, fruit juices, tea, and lassi, competitive pricing was essential. In response, Coke launched a smaller bottle priced at almost 50% of the traditional package.


1876 Johan Stees Pberston discovered the formula of Coke, name given seven- X of its secret formula.

1882 1915

Coca-cola company established in Atlanta. Alexgender Samulsus and Earl R.Peassia of "Indian Rout Glass Company designed the present bottle of Coke and also it was the first patent bottle.


Coca-Cola started the operation in India.


Coca-cola closed operations in India.


Coca-cola came back in India and opened Britco Foods Company.


Coca-cola opened its first bottling plant in Pune.


Coca-cola bought all the Parle Products Thumps up, Limca, Citra, Gold-spot, Maaza at, $40 million.


First time cokes introduce Coca -Cola in Agra.

AWARDS Hindustan Coca-Cola Beverages Private Limited, Dasna unit, bags the Golden Peacock Environment Management Award 2004
The Dasna unit near Delhi in Ghaziabad has been awarded the prestigious Golden Peacock Environment Management Award 2004 (GPEMA- 2004) for excellent environment practices and effective control of environmental impact. The Dasna unit won this award in the Food & Beverage Industry category for its environment practices among hundreds of entries received from across the country. The annual award winner is decided on the basis of a rigorous assessment procedure, which includes a visit to the facility by a team of experts. Speaking on the occasion, Mr. Sanjiv Gupta, Division President and CEO, Coca-Cola India said, We are proud to win this coveted award. At Coca-Cola we are committed to preserve, protect and enhance the environment and this simple belief guides us in everything that we do. We will continue to further improve our systems and are confident of making a significant positive impact on our environment in times to come. The award will be formally presented to the company shortly by Institute of Directors, an independent body that recognizes the achievements of manufacturing units under the categories of Environment, Quality and Corporate Governance, in association with World Environment Foundation (WEF), at an official function during the 6th World Congress on Environment Management.

The Dasna plant achieved this distinction by adhering to The Coca-Cola Companys internal global quality program called The Coca-Cola Quality System (TCCQS). TCCQS not only covers environment management, but also takes into consideration other business aspects such as safety and loss Prevention (SLP), product quality, packaging quality, process capability improvement and customer satisfaction. Strict compliance with TCCQS, often rated as a programmed equivalent to the internationally reputed ISO 14001 System, has also enabled all the companyowned bottling plants in the country to successfully get the coveted ISO 14001 Certification from Det Norske Veritas (DNV).

The award has been granted after a thorough evaluation of Dasna plants compliance with a WEF prescribed program assessment format over a period of 1 year from 1st April 2003 to 31st Mach 2004 during which several environmental performance indicators were monitored and evaluated according to WEFs stringent parameters: energy use, water use, wastewater discharge, compliance with Government regulations and resource utilization. GPEMA has been instituted by the Institute of Directors in association with World Environment Foundation (WEF) and is designed to encourage and recognize effective implementation of environment management system. The award is given both in manufacturing and service sectors.


The coca-cola company exists to benefits and refresh every one it touches. The basic proposition of our business is simple , solid and timeless . when we bring refreshment , value , joy and fun to our stakeholders then we successfully nurture and protect our brand , particularly coca-cola . that is the key to fulfilling our ultimate obligation to provide consistently attractive to the owner so four business. More then a billion times every day , thirsty people around the world reach for coca-cola products for refreshment. They deserve the highest

Quality every time . our promise to deliver that quality is the most important promise we make . and it involves a world-wide , yet distinctively local , network of bottling partner , supplier , distributor and retailers whose success is paramount to our own. Our investment in local communities in over 200 countries totals billions of dollars in jobs, facilities , marketing, the purchase of local good and services, and local business partnership. Always and every where , we pursue continuous innovation in the products we offer the processes we use to make them, the package we develop and the way we bring them to market .


The Coca-Cola Company exists to benefit and refresh everyone it touches. For us, Quality is more than just something we taste or see or measure. It shows in our every action. We relentlessly strive to exceed the world's ever-changing expectations because keeping our Quality promise in the marketplace is our highest business objective and our enduring obligation.

More than a billion times every day, consumers choose our brand of refreshment because CocaCola is...

The Symbol of Quality Customer and Consumer Satisfaction A Responsible Citizen of the World


The 3 A's is the underlying strategy for meeting company goals to increase no. of consumers. The 3 A's are:  Availability: To increase the availability of Coca-Cola products in an improved or innovative new Packaging, dispensing systems, distribution systems, marketing programs and training and development programs.  Affordability: The consumer can afford the Coca-Cola products at a very reasonable price.  Acceptability: Making Coca-Cola brand is the beverage choice for any occasion depends on the likings, taste and preferences of the target audience. Acceptability can also be increased through advertising, sponsorships, promotions; youth market activities, community programs and other activities.


The cola wars had become a part of global folklore - something all of us took for granted. However, for the companies involved, it was a matter of fight or succumb.'Both print and electronic media served as battlefields, with the most bitter of the cola wars often seen in form of the comparative advertisements. In the early 1970s, the US soft-drinks market was on the verge of maturity, and as the major players, Coke and Pepsi offered products that looked the same and tasted the same,'substantial market share growth seemed unlikely. However, Coke and Pepsi kept rejuvenating the market through product modifications and pricing/promotion/distribution tactics.

This modus operand was followed in the Indian markets as well with Coke and Pepsi resorting to more innovative tactics to generate consumer interest. In essence, the companies were trying to increase the whole market pie, as the market-shares war seemed to get nowhere. This was because both the companies came out with contradictory market share figures as per surveys conducted by their respective agencies - ORG (Coke) and IMRB (Pepsi). For instance, in August 2000, Pepsi claimed to have increased its market share for the first five months of calendar year 2000 to 49% from 47.3%, while Coke claimed to have increased its share in the market to 57%, in the same period, from 55%.

Coke had entered the Indian soft drinks market way back in the 1970s. The company was the market leader till 1977, when it had to exit the country following policy changes regarding MNCs operating in India. Over the next few years, a host of local brands emerged such as Campa Cola, Thumps Up, Gold Spot and Limca etc. However, with the entry of Pepsi and Coke in the 1990s, almost the entire market went under their control. Making billions from selling carbonated/colored/sweetened water for over 100 years, Coke and Pepsi had emerged as truly global brands.

Coke was born 11 years before Pepsi in 1887 and, a century later it still maintained its lead in the global cola market. Pepsi, having always been number two, kept trying harder and harder to beat Coke at its own game.

In this never-ending duel, there was always a new battlefront opening up somewhere. In India the battle was more intense, as India was one of the very few areas where Pepsi was the leader in the cola segment Coke re-entered India in 1993 and soon entered into a deal with Parle, which

had a 60% market share in the soft drinks segment with its brands Limca, Thums Up and Gold Spot. Following this, Coke turned into the absolute market leader overnight. The company also acquired Cadbury Schweppes'soft drink brands Crush, Canada Dry and Sport Cola in early 1999.

Bottling was the biggest area of conflict between Pepsi and Coke. This was because, bottling operations held the key to distribution, an extremely important feature for soft-drink marketing. As the wars intensified, both companies took pains to maintain good relationships with bottlers, in order to avoid defections to the other camp...

When Coke re-entered India, it found Pepsi had already established itself in the soft drinks market. The global advertisement wars between the cola giants quickly spread to India as well. Internationally, Pepsi had always been seen as the more aggressive and offensive of the two, and its advertisements the world over were believed to be more popular than Coke's. It was rumored that at any given point of time, both the companies had their spies in the other camp. The advertising agencies of both the companies (Chaitra Leo Burnett for Coke and HTA for Pepsi) were also reported to have insiders in each other's offices who reported to their respective heads on a daily basis...

Pepsi and Coca-Cola both are American company. Pepsi earn more profit from its native country where as Coca-Cola get most part of its profit from overseas. In India, Coca-Cola capture 58% share market and Pepsi has only 42% of share market of soft drink. Coca-cola is far head in carbonated soft drink competition where as Pepsi performing well in snack segment in comparison of Coca-Cola. There are number of brands of soft drink in the market of various companies. Various brand competitors of COCA-COLA & PEPSI are as under in the following table-

SI. No. 1.

Brand of COCA-COLA Coca Cola Thums-up Coke diet

Brand of PEPSI Pepsi Pepsi diet

2. 3. 4. 5. 6. 7.

Thums Up Sprite Limca Fanta Mazza Kinley (water mineral)

7 Up Mountain Dew Mirinda lime Miranda Slice Aquafina (water mineral)


The huge profile in the soft drink industry attracted Mr. L D. LADHANI towards this business. He established and registered AMRIT BOTTLER PVT. LTD. (ABPL) 1993.It is located at Allahabad Road, near village Chandpur. Harban post office Dhabasemar, Faizabad.

This unit is franchise of Coca-Cola India, owner of registered trademark Coke, Thumps Up, Limca, Fanta, Sprite, Kinlay Soda. The plant was erected and commissioned in 1993. Later production started on 22nd March 1994 with the capacity of bottling unit up to 280 B.P.M.I i.e. 5600 crates of 24 bottles of each per 8 hours schedule. The utilization capacity is about 70% of total capacity. Originally all the flavors were bottled in 300ml container. Bottling carried on support of 40 technician's qualified production plant charge with support of 40 technician's team, having capacity to operate various operations of the plant.

Total cost of the project at the time of installation was Rs. 1.26 Crores. The meet of finance eas assisted from PICUP, UPFC & Bank OF INDIA Central investment capital subsides with generator subsidy were also sanctioned and included in means of financer ship. The principle materials are purchased from Parle Exports against payment as prescribed rate, Rest of raw materials is purchased from market within and outside of the State.

For every organization, a structure is necessary upon which the organization is founded. The existence of a bounded to be in existence in every organization whether planned. To have a structure is not a choice of the organizer, it's mainly upon the pattern of the organization.

Structure, in a simple term is the pattern in which various parts of components are inter related or inter connected and in this way it is established pattern of relationship, among components of parts of the organization in an established manner.

An ideal organization's structure facilitates management and operations of the organization in achieving its common goals. In order to make the organizational structure more effective; one should keep in mind the essential features of a good organizational structure that can meet demand of various factors namely environment technology, size & people coming to the organization


The ABPL has a management board. The Managing Director is executive head of the organization. At present Mr. Naresh Ladhani Managing Director of ABPL but overall polices regarding management decision and all the executive function are looked and performed by Mr. R. Ladhani, who is well assisted advised by the Managing Director for day today decision & general administration as well as management. The director looks after all functional departments i.e., sales, production, account, personnel, purchase & administration. Every head of department reports Director and is responsible for their work. The Plant Head is the head of the production department too he looks after production i.e. Bottling process inspection and storage of raw materials & maintenance functions. A.B.P.L. do marketing in all the area covered by them through SAKET SALES & SERVICES PVT. LTD. & A.B.P.L. has many agencies scattered in all areas. The account department controls over all the transactions. Under it there is a Chief Accountant who maintains the different account of the organization. The purchase officer is the in charge of all the purchase activity of the company & workers according to the requisition raised by the different departments.

The Sales Manager is the in charge of all type of marketing activity i.e. Sales, promotion, advertisement, market study & shipping (storing of sold bottles as well as loading & unloading of the vehicles). But the main function of the sales manager is to control over distribution channels, Sales Executive, City Sales Executive & supervisor assisting the Sales Manager.


Managing Director

Sales Department

Store Purchase

Transport Incharge

Production Incharge



Plant Engineer

Quality Controller

Sales Manager



Sales Executive ( In each District) Shipping InCharge

City Sales Executive

Advertisement & Supply Events Supervisors Senior Sales Executive

A/c & Central Chief A/c Officer Personnel Officer

Assistant to Chief A/c Officer


A- Production Process

B- Sales & Distribution Process

C- Sales Promotion & Advertisement


The following raw material are required to prepare bottled soft drinks: Water Essence, Sugar, Co2 gas Crown Some chemicals like Hy flow super cell. Activated Carbon Powder, Bleaching powder. Caustic Soda etc.

RAW MATERIAL USED FORProduction constituents Washing bottle Syrup preparation Water Essence CO2 gas, Sugar Caustic soda flasks High flow super cell & Activated carbon Power Water treatment Bleaching powder

PRODUCTION PROCESSComing to the manufacturing process of the soft drinks, it may be mentioned that the process to manufacture the various soft drink is more or less the same. The process begins with the preparation of the Syrup. This syrup is prepared by mixing sugar & water in steam jacketed stainless steel vessel. The syrup is then cooled in the exchanger after the process of filtration of the syrup. This filtration of syrup is done through stainless steel filter.

After the cooling process the concentrate essence supplied by the PARLE Exports (P) Ltd Bombay is mixed in the prepared syrup in the tank. After the mixing process the dilution of mixed concentrate takes place with the help of treated water. After this process the soft drink is ready to be filled the washed bottles. The washing process is also automatically done with the help of washing machine. The cleared bottles & filled bottles are conveyed automatically. The following processes & machines are involved in the bottling procedure, All the machines used in bottling plant are fully automatic & indigenous. 

WATER TREATMENTFirstly we take simple water, form this simple water we find beverage water on Zero part

per million. For this purpose we mixed up lime water firstly. After then mix up Ferrous sulphate in simple water (Ferrous sulphate from block and the precipitation out) after then they mix up bleaching powder (30% to 33%) in this simple water (Bleaching powder kills bacteria) after then we find beverage water.

SYRUP PREPARATIONHigh-grade sugar (carbonated water) is mixed with beverage water after then mix up Hy

flow super cell activated carbon powder (to clean the odor. color and! dirtiness of the sugar) after then they heat it 85c, just to kill the bacteria, after then! they find the raw syrup and collect it in the tank (capacity 850 gallon). 

READY SYRUP ROOMThere are few tanks in the room. In this they store the flavor of Thumps up, Limca, Coke,

Fanta and soda, In these tanks they mix up raw syrup+ citric acid+base after then they find ready syrup. Each tanks has a capacity of 500 gallon. 

AIR COMPRESSORCompressed air is needed for automation and hi filling machine.

BOILERBoiler is to generate the steam, it is used in:-Bottle washing machine Syrup Co2 plant.

REFRIGERATION PLANTRefrigeration plant is used cooling beverage it is carbonated.

HEAT EXCHANGERGenerally heat Exchanger is used for mixing, of required quantity of syrup and chilled


CARBONATED GUM SATURATIONIn this tank Co2 gas dissolved in beverage water and then they get carbonated beverage.

BOTTLE WASHERDirty bottles are washed and sterilized in hot caustic soda and rinsed with soft water.

FILLER MACHINEWashed empty bottles are entering in this filter though conveyor's Chain and than it is


CROWNEREach bottle is crowned with metallic caps to protect the purity of content.

ROLLER CONVEYORThat is the movement point of point empty plastic crates. From this point the dirty empty

bottles are loaded into washer to the point where filled crowned bottles are collected.

LIGHT CONTROLIt is only to check if any dirt is left in bottles.

QUALITY CONTROLIn ABPL strict quality control is done at all levels of process as well as for sealed bottles.


LAB Water checking Raw water (once week) Soft water (2 month) Beverage water (8 month) 2Raw materials checking (27 chemicals are checked in the lab)

3- Crowns, bottles CO2 gas (99.96%) checking. 4- Flavor bricks checking (1/2 an hour) gas testing (1/2 an hour) 5- Syrup premix 6- Bottler

The organizational structure of Saket services is very simple and it contains Managing Director (M.D.), Sales Manager, Regional Sales Manager, Area Sales Manager,and Sales Executive, Distribution Manager, Marketing Executive Manager, Marketing Developer. These post holders do all the activities of sales and distribution management. This type of organizational structure may be called as a market type organizational structure. The function of above post holders as :

The Managing Director is also the owner of this company is honorable Mr. Naresh Lodhani. He controls & directs over all the activities of the company. It is the duty of the Sales Manager to report all the information about the Sales & Distribution Channels to the Managing Director. No plans & policies can be finalized without the recommendation of the Managing Director. He can change or reject the decision taken by the Sales Manager. He keeps the Veto power for the all the matters of the organization.

Sales Manager is also regarded as Marketing Manager who controls over all the activities of the market Mr. Sanjeev Garg is the Sales Manager. Sales Manager the business activities that direct the flow of goods & services from manufacturer to the consumer. Marketing

activities of the Sales Manager involves the study & analysis of consumer taste, their demand, production of goods, its packaging, publicity & after sales service etc. Sales Manager also takes the decision regarding price & brand. Under the total marketing concept the objective is to manage the business in such a way as to make and sell what the consumer want at a reasonable price, that he is willing to pay and with product characteristic that he want in the product (Soft Drink). The soft drink should be easily available when and where consumer wants. Sales Manager defines the products objectives, pricing objective, distribution strategy & his promotional activities. For proper planning Sales Manager has to perform the following tasksy Marketing research forecasting the demand and developing the

marketing activities. y y y Determining the product line strategy and planning for product Planning sales policies and their implementation. Co-ordinate the activities of production finance and service department. Sales manager controls all the functions relating to the market. He fixes the sale standard for the market and for the sales executives, analyze their own performance with the set standard and takes corrective action when ever necessary. If deviation is positive he tries to maintain it and if it is negative he identifies the causes and remove them. diversification.


Sales Executive performs very important role in the market. Sales Executive remains in direct touch retailers and work under the area Sales Manager. Sales Executive are given a specific target to Sale the soft drinks in a certain period- Due to direct relation with the retailers these executives can listen the grievances of them. The executives have also the authority to provide promotional materials like glow signs, racks, boards, posters, openers & Sales generating aids like Ice box, cooling freezes & freezer's etc. Sales Executive is also having the responsibility to find out the market share for then-own product by doing "Intelligence" type studies designed to have a view of competitors marketing practices sales policies. Coca-Cola Company is getting benefit significance with the help of the executives. The company pays attention towards them & they keep the activities & practices of rivals in mind. ******


Sales Manager

Area Sales Manager

Sales Executive

Sales Man

Producers normally use a number of marketing intermediaries for talking their products to users.

Market Intermediaries bear a variety of names such as:


 Whole sellers.



 Franchised Dealers.

 Sole Selling Agents.

 Semi Whole Sellers.


 Authorized Representatives.


 Commission Agents

All such intermediaries constitute the Distribution channel.


Distribution channel play a pivotal role in the successful marketing of most products especially consumer products. Channels perform a wide variety of function:  Channels provide distributional efficiency to manufacturers.

 Channels (Provide) supply products in required assortment.

 Channels help merchandise the product (Reinforcing awareness.)

 Channels provide salesmanship (Established new products)

 Channels help implements the price mechanism.


 Formulation channel objectives.  Identification of channel functions.  Analyzing the product characteristic and linking channel.  Design to the product.  Evaluation of distribution environment including legal aspects.  Evaluation of competitors channel patterns.


After the production process the next main step is distribution & sales. The production is made to satisfy the need of the customer. Thus the product must reach to the customer for whom it is made. There are different channel of distribution i.e. goods may be passed on to the customers through stockist, whole sellers or retailer or directly by the producer to the customer (tie up with big hotels etc.).






There are two criteria of selection of distribution channel of Coca-Cola Company. First the channel chosen for the company's product intimately affects the other marketing decision i.e. pricing decision, advertising decision, sales decision etc & second channel decision involves the firms in relatively term's of commitment to other firms.

The decision about distribution channel is very important for the benefit of any organization. It is very necessary to choose the best stockiest. For this purpose the executive surveys about the potentiality of different stockiest & communicate the information to the higher authority. Then the company allots the agency to the best contestant on city level.

In Varanasi market while conducting our market survey we observed two types of consumption of soft drink in the market.

Consumer are very important for any enterprise. In Varanasi market most of the household are of middle class & they frequently use soft drink in any simple or marriage party. That's way the agencies also receive the order from the consumers for self-consumption & marriage parties etc.

Retailers are very important link between the consume and the manufacturer. They also play a very sensitive role of conveying the message regarding the liking &disliking of the consumers. It has been remarked that they are the marketing arms of the Coca-Cola Co.

y Physical movement &storage of product for the supply to the consumers to meet their requirements. y y y Assembling of product from the company. To provide information concerning the nature & use of the product to the Consumer. To make the soft drinks of various kind available for the consumers.








The main purpose of sales promotion activities is to stimulate consumers & dealers effectively. Sales promotion directed to increase the consumption rate or to attract the new consumers towards the company's product. Coca-Cola Co has adopted some sales promotion for Coke. These Sales promotion activities are for consumers & retailers both. Consumers promotional activities are simple e.g. increase in quantity at the same price on the other hand retailers promotional activities include cash discount on purchase, deal on carets, display schemes & Sales generating aids (S.G-A.) like openers, umbrellas & cooling system like fridge, ice Box etc. Advertising and sales promotion being a part of marketing mix is integrated with marketing objective and coordinate with other selling efforts such as the effort of sales Executive. The Sales Executive of Coca-Cola Co, report about the different advertising and the promotional appeals, as they are close touch with market condition.






The purpose of sales promotion for Coke is to provide information regarding the flavor, taste and price etc. to consumers while introducing the brand of soft drink.

The main purpose of all promotional activities is to increase the sales of Coke by beating the soft drink brand of other company Promotional activities increases sales by changing the elasticity of demand of the Product through various techniques i.e. by distributing free gift, purchase premium, discounts, providing system etc. Such activities made the product popular.


In slack season, the promotional Activities help in maintaining the sales of Coke


Nothing happens until 'somebody sales something' the sales promotional activities help in promoting the sales of concern effectively. More and more promotional activities are required to induce the consumers to purchase more and more products and thus they produce the demand. In today's competitive world promotional activities play an important role.

The main purpose of every commercial organizational is to promote sales because it is the only way to commercialize the product. Such promotional activities are called advertising. Sales

promotion and personal selling which generally constitutes the promotional mix within the marketing mix. Advertising and sales promotion are indirect and non personal methods of sales promotion. An effective coordination of all the three can alone secure the maximum effectiveness of promotional strategy. In modern business world, no can survive without advertisement. The problem is not whether to advertise or not but the problem is how advertise with a view to maxim's returns of the money invested for the production. Effectiveness of advertising is greater the when it is adequately planned, executive and constantly evaluated in terms of objectives. Advertising is nothing but a paid from of non-personal presentation or promotion of ideas, goods or services by an identified sponsor in the present day advertisement has become an inseparable part of the business in the marketing activities Coca-Cola has also adopted a strategy for advertisement of Coke to compete with Pepsi, Hardly there is a business in the modern world without advertisement. The importance of sales promotion in modern marketing has increased. For promoting sales of coke and preparing ground for the future expansion. Coca-Cola has provided cooling system facilities to the prospective retailers towards the soft drink brand of Coca-Cola and induce him to by Coca-Cola at the point of purchase, beyond Pepsi, at the salesmen's level its object is to achieve more sales as teh retailer's level the purpose of sell Coca-Colabrand in Sprite of Pepsi or other soft drink. At the consumer's level the main idea is to enable the consumer to by more frequently.

In Shop Media Out Door Media Broad Cast Media Non-Broad Cast Media Print Media Vehicular Media Specialty Media Banners Posters Television Video New Papers Buses Stickers Mangling Hoardings Radio Closed Circuit TV Magazines Taxies & Auto Caps Rickshaws Buttons Private Vehicles Budgets Etc. Slide Movies Danglers Umbrellas Painted Signs Glow Shines


1936 1942 1943 1959 1962 1969 1970 1976 1982

Its The Refreshing Thing To Do . Its The Real Thing . Global High Sign. Be Really Refreshed. Thing Go Better With Coke. Its the Real Thing. I`D Like To Buy The World A Coke . Coke Add Life . Coke Is It .

1986 1989 1993

Catch The Wave. You Cant Beat the Feeling. Always Coca-Cola

1998 Cola. 1999 2000 2002 2003

Eat Music, Sleep Music, And Drink Only Coca-

Jo Chaho Ho Jaye Coca-Cola Enjoy. I Want Hritik And I Want Coke. Thanda Matlab Coca-Cola Jiyo Thanda Piyo Thanda .


The company's mission must be turned into specific objectives for each level of management in a system known as Management By Objectives. The most common objectives are:* Profitability

* Sales

Market Share



To satisfy the customers

Risk Diversification

Earn 50% growth annually


Coca-Cola: Developed in a brass pot in 1886, coca-cola is the most
recognized and

admired trademark around the globe. Not to mention the best selling soft drink in the world.

Sprite: In 1961, a citrus-flovered drink made its U.S debut, using Sprite Boy as
inspiration for its name. This elf with silver hair and a big smile was used in 1940s advertising for Coca-Cola. Sprite is now the fastest growing major soft drink in U.S and the worlds most popular lemon-lime soft drink.

Fanta : The name fanta was first registered as a trademark in Germany in 1941 ,when it was
used for a few year for a soft drink created from available materials and flavors . The name was then revived in 1955 in Naples, Italy, when it was used for the: fanta orange drink we know today. It is now the trademark name for a line of flavored drinks around the world.

Diet coke:The extension of the coca-cola name began in 1982 with the introduction of diet
coke (also called coca-cola light in some countries). Diet coke quickly become the number one selling low calorie soft drink in the world.


GOLD SPOT: This orange cardonate soft drink was introduced in the early 1950c, and acquired by the coca-cola company in 1993, its tangy taste has been popular with Indian teenagers

LIMCA: It is thirst-quenching beverage features a fresh and light lemon-lime taste and lighthearted attitude. The limca brand was introduced in 1971 and acquired by the coca-cola company in 1993.

MAAZA: Maaza, launched in 1984 and acquired by the coca-cola company in 1993, is a non carbonated mango soft drink with a rich, juict & natural mango taste.

THUMPS UP: in 1993, the coca-cola company acquired this brand, which was originally introduced in 1977. Its strong and fizzy taste makes it unique carbonated Indian cola.



The Coca-Cola Company exists to benefit & refresh one it touches. Today, we can find Coca-Cola Company has more than 400 Beverages in its portfolio. But in India there is basically "8" Products exists in market.

COCA-COLA: THANDA MATLAB COCA- COLA JO CHAHE HO JAYE COCA-COLA ENJOY SAR UTHA KE PIYO It has brown colour with ingredients of (Water + Sugar + Concentrate + CO2). The colour of Coca-Cola comes from Specific concentrate. The flavor of Coca-Cola due to CO2 which are dissolved in syrup at less than 5*C with (3.75% W/V). The contant of sugar is 10.2 g/100g. It is available in different volume in market, like1- 200ml glass bottle 2- 300ml glass bottle 3- (500+100)ml pet bottle 4- 2.25 Liter pet bottle.


It has dark brown colour with ingredients of (Water + Sugar + Concentrates + CO2) . The colour of Thums-Up comes from concentrate. The high content of CO2 (3.95% W/V) which makes the Cola flavor very heavy. The Content of sugar in Thums-Up is 9.9 g/100g. It is available in different volume in market. like1- 200ml glass bottle 2- 300ml glass bottle 3- (500+100)ml pet bottle 4- 2.25 Liter pet bottle.


It has Orange colour with light Concentrate of CO2 (2.2% W/V) that makes its flavor different volume in market. like1- 200ml glass bottle 2- 300ml glass bottle 3- (500+100)ml pet bottle 4- 2.25 Liter pet bottle.

JUST TAKE IT EASY It has light gray colour with CO2 (3.95% W/V) that makes its flavor lemony and tasty. The Content of sugar is 10.3g/100g. It is available in different volume in the market. After the introduction of the "MIRINDA LIME" BY PEPSI, it is now facing a competition and step should be taken to promote its sale. It has a 15%- 18% share in the market.

1-200ml glass bottle 2- 300ml glass bottle 3- (500+100)ml pet bottle

"DHIKAWE PE MAT JAO APNI AKHAL LAGAO It is colour less with packaging in green colored bottle. It contain CO2 (3.75% W/V) which makes nice flavor. The content of sugar is 11.8g/100g. It is available in different volume in market. like1- 200ml glass bottle 2- 300ml glass bottle 3- (500+100)ml pet bottle 4- 2.25 Liter pet bottle.


It is of yellow colour with decent taste of Mango. It doesn't contain CO2. It's availability of packing in marketare1- 250ml glass bottle 2- 200ml Tetra Pack (Aseptic Pack)

It is of light yellow colour with decent taste of orange. It doesn't contain CO2. It's availability of packing in market are1-(500 + 100)ml pet bottle 2- 125ml tetra pack (Aseptic Pack)

It is colour less & available in the market in 300ml glass bottle. Pack Availability of Kinley Soda 1. 300 ml 2. 600 ml


It is a mineral water containing treated water and minerals. It's available in the following volumes in the market arePack Availability of Kinley Mineral Water 1. 1 liter


A brand is a name, term, sign, symbol, or design or combination of them, intended to identify the goods or services of one seller or a group of sellers' and differentiate them from those of competitors. Thus a brand identifies the seller or market. A brand is a complex symbol that can convey up to six levels of meaning.

1-ATTRIBUTERS: A brand brings to mind certain attributers. For example Coca-Cola

suggests a respectable, qualified/ beverage.

2-BENEFITS: Attributes must be translated into functional and emotional benefits. 3-VALUE: The brand also says something about the producer's value like high performance,
safety and prestige.

4-CULTURE: The brand may represent a certain culture of the country to which it belongs. 5-PERSONALITY: The brand can project a certain. 6-USER: The brand suggests the kind of consumer who buys or user the product.


OBJECTIVES OF STUDY y The main objective of this RED project is to increase the sales of the company. To advertise the various products of the company. To find out the present sales status of ThumsUp, Coke, Sprite, Limca, Fanta, Maaza at the retail outlets in the area.. To collect data from retailers for the activation of new channels of distribution. To study the pre-sale concept of the coke. To ensure the availability and visibility of the product.

y y

y y y

To analyze the effect of scheme


y y y

By this study company can know its growth. This study helps the company to know their actual position in the market. RED helps to find out the promotion activities of the company and help to make relevant changes according to their rivalry company.

y y

This study ensures the availability of the product in the market. The study helps to fond out the problem of the counter and to find out the requirement for more sale RED helps to maintain the outlets in a well designed way to attract the consumers.


y This project is helpful to find out the sale trends of the coke products and its effect on consumer value and satisfaction. This study provides an insight to the company that what kind of strategy must be adopted in order to increase the sales and satisfaction o the consumer. This project directly deals with the interaction of different kind of people.

MY ROLE IN PROJECT RED IMPLEMENTATION First and foremost task for me was to implement the project in
the given area with the support of MDs (MARKET DEVELOPER). Various norms for different outlets had been fixed but their implementation was very important. Different areas were assigned to me in which I implemented RED and these areas are further visited by various higher officials of the organization. y I measured the performance of sales team and distributors (under RED) in outlets with respect to all parameters of execution. I did scoring on the scoring sheet.

The scoring sheet was provided on the basis of which scoring can be done. Scoring is done out of 100 marks and they have been further divided in 3 components

1- VISI COOLER - 30 points 2- AVAILABILTY - 50 points 3- ACTIVATION 20 point


Tracking performance of the MD of corresponding area was also my responsibility. I had to score him on fixed norms (RED SCORING SHEET) and also give the feedback on his performance. FINDING LOOPHOLES Finding loopholes in the system like absence of coordination between MDs and SALES TEAM and report to higher officials (Mr. Vindhya Srivastava)

BRAND CONTACT - I had to interact regularly with shopkeepers to know their

problem and try to solve them. If I could solve them then I reported them to my company guide, else he suggested me the alternatives, and I also took out the orders from retail outlets and to check out the activation.

AVAILABILTY - I also need to give company weekly availability report of various


 Relevance of Topic


The important aspects of the study are as follows: 1- With the help of this study one can know about the distribution network of distributors.

2- The market position of Coke brands and its impact. It focuses on the retailers &

Distributor relationship.

3- It throws light on the needs & demands of consumers & retailers. It provides a Better way

of distribution network.

4- The study provides the solutions & better ways to reach the ultimate consumer and to

maintain status of the market leader.

 Objective of Research  Research Design  Sampling Techniques & Sample Size  Research Instrument Survey  Data Collection Method  Scope  Limitation


The study is concentrated in Varanasi market of North eastern U.P. Following are objective that we want to achieve:-

MAIN OBJECTIVE* To find out the market share of Coca-Cola products in the market in comparison to the Pepsi


* To find out the current status of the Sales Generating Assets (S.G.A.)

SECONDARY OBJECTIVE* The find out the more potential market & retailers.

* To identify the satisfaction level of retailers in terms of Sales Generating Assets.

* To get the suggestions from retailers to improve the market share of Coca-Cola.

y The whole survey was mainly based on retailers & distributor of the soft drinks.

Research Type : Exploratory Research

Data Type

Primary Data & Secondary Data

Data Collection Method

Personal Interview Method

Sampling Technique

Judgment Sampling

Sample Size

200 Outlets



Research is common parlance a scientific investigation for knowledgement. It can be defined as a systematic effort to collect the valuable information's. A research can be carried out by different methodologies, which have their own pros and cons. The present project work aims to take the retailers response with respect to Coke products and it distribution, to get the required data, a survey has been carried out in Varanasi. SURVEY PROCEDURE RESEARCH OBJECTIVE : Personal Interview Method : Competitive Analysis of Coca-Cola with Pepsi in Varanasi Market, DEVELOPING RESEARCH PLAN: SAMPLE UNIVERSE Sample Unit Sample Size : Varanasi : City Market : 200 Outlets

Marketing Research is the function which links the consumer and public to the marketer through information-information used to identify and define marketing opportunities and problems; generate refine, and evaluate marketing actions; monitor marketing performance; and to improve understanding of marketing a process. Marketing management is interested in obtaining sales potentials for each of the geographic markets its serves to help determine amount of sales efforts that should be allocated to a specific market. Market os sales potential must be stated for a given product or groups of products for a given area for a given period of time; usually a year. In other word market potential is the maximum demand response possible for a given group of costumers with in a well defined geographic area for a given product or service over a specified period of time under well-defined competitive and environmental conditions. Information from the survey will help management estimate its overall market share and its share within individual markets. Management can use this information to evaluate past achievements and to pinpoint market in which the firms progress has been noticeably above or below average. Informations obtained by survey are useful because they can help managers determine it past efforts have been successful in obtaining desired degree of distribution coverage and support. It the firms market share objectives are not being attained, management are not being attained. Management will have to know it the cause of the problem is poor consumer response or inadequate distribution coverage and support. These important information can help managers determine it past advertisement and promotions have been successful in achieving the desired levels of awareness trade and repurchase among target market members. This can be useful troubleshooting information, specially it market share objectives are not being met. In such a situation, management will want to know it the poor sales record results from low consumer awareness of product, unfavorable attitudes toward the products or low acceptance of the benefits and feature. Information obtained by survey can be used in conjuction with information regarding market share, market potential, distribution performance and consumer response. It market share objective are not being achieved in a certain market, the problem is likely to result from poor

distribution coverage and/or poor consumer response. Management should first determine which of these is the problem cause of the lower-than-expected market share. Then by comparing the pattern of marketing expenditures in the problem market with the distribution performance and consumer response informations as associated with the market managers may be able to pinpoint those parts of previous marketing plans that had not been given sufficient budget or that had not been carried out as intended of that were not as effective as intended.

Considering the fact that nothing is perfect in this world every individual is bound to make mistake at some point, we are not exception for this problem faced were associated with the data collection process. The problems associated with the respondents are the non-sampling Error, which can be divided into two categories.

Response error When respondent does not give the correct answer.

Non Respondent error It occurs when respondent does not responds to some question.

 Refusal to co-operate  Concerned person is not available  Incompetence or in capabilities of the respondent

Others limitations  Less sampling because of limited span of time.  The respondents may be biased or influenced by some other factor.  The information is collected only from retailers.  The questionnaire technique and observation method was used.
Some times respondents were not in a position to reply with fully confidence.

 Sample Profile  Graphs &Tabulation of Primary Data  Interpretation & Findings  Conclusion  Suggestions

1. Total number of outlets (Selected Area) 2. Number of outlet visited 130 350


Number of respondent



Sample Technique

Judgment Sampling


Universe of study

Varanasi city


Type of survey



Sample unit


To convert the available data into useful information the analysis is done with respect to different aspects.

Categorization of Retailers.
The first aspect here is to categorize the retail outlet into the monopoly counter of Coca Cola & Pepsi.

CATOGORY OF RETAILERS Coke Monopoly Pepsi Monopoly Both Available

NO OF RETAILER 66 74 264

PERCENTAGE 15.5% 18.5% 66.0%

Coke 16% Pepsi 18% Both 66%

Coke Pepsi Both


90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1 2 3 4 5 6 Coke Pepsi

80% 70% 60% 50% 40% 30% 20% 10% 0% 1 2 3 4 5 6 7 8 Coke Pepsi

% OF COKE PRODUCTS 55% 48% 56% 45% 62% 52% 68% 54%

% OF PEPSI PRODUCTS 45% 52% 45% 55% 38% 48% 32% 46%


NAME OF AREA Mansrover Rasulpur Suraj kund Gorakhnath Rajendra Nagar Bargdwa

% OF COKE PRODUCTS 48% 56% 55% 45% 62% 52%

% OF PEPSI PRODUCTS 52% 45% 45% 55% 38% 48%

70% 60% 50% 40% 30% 20% 10% 0% 1 2 3 4 5 6 Coke Pepsi


NAME OF AREA Nanda Nagar Kuranghat Air Force Singhadia M.M.M.E.C.

% OF COKE PRODUCTS 30% 40% 55% 58% 40%

% OF PEPSI PRODUCTS 70% 60% 45% 42% 60%

80% 70% 60% 50% 40% 30% 20% 10% 0% 1 2 3 4 5 Coke Pepsi


NAME OF AREA Padri Bazar Asuran Chowk Gita Vatika Rapti nagar Shahpur

% OF COKE PRODUCTS 25% 52% 55% 45% 60%

% OF PEPSI PRODUCTS 75% 48% 45% 55% 40%

80% 70% 60% 50% 40% 30% 20% 10% 0% 1 2 3 4 5 Coke Pepsi


NAME OF AREA Railway Station Bus Stand Mohaddipur Charphatak University

% OF COKE PRODUCTS 58% 65% 55% 48% 52%

% OF PEPSI PRODUCTS 42% 35% 45% 52% 48%

70% 60% 50% 40% Coke 30% Pepsi 20% 10% 0% 1 2 3 4 5

GANESH AGENCIES PROP. SHIVANG NAME OF AREA Alinagar Tarang Durga Badi Zafra Bazar Beniganj Andhiyari Bagh Tiwaripur % OF COKE PRODUCTS 60% 52% 51% 48% 45% 55% 60% % OF PEPSI PRODUCTS 40% 48% 49% 52% 55% 45% 40%

70% 60% 50% 40% 30% 20% 10% 0% 1 2 3 4 5 6 7 Coke Pepsi

The following picture can also represent market Share Cokes Market Share Pepsis Market Share 51.893% 48.106%

Pepsi 48%

Coke Coke 52% Pepsi

Comparison between Coke and Pepsi Market Share

The overall evaluation of a companys Strength, Weakness, Opportunities and Threats is called SWOT Analysis. The SWOT Analysis is further divided into two parts :-

 Internal environment analysis

 External environment analysis

Internal environment analysis (analysis of strength and weakness)

It is one thing to discern attractive opportunities and another to be able to take advantage of these opportunities. Each business unit needs to evaluate its internal strength and weakness. As the research is conducted following strength and weakness of the Coke Company is found.

Thums-Up & Limca which are the product of Coke are having a reputation of "Swadeshi Brand" in the consumers mind because of its tie-up with the Indian company Parle Exports.  Coke is having more number of bottling plants in compare to Pepsi that is why it has a strong distribution network.  Coke is having four Cola brands i.e. Coca Cola & Thums-up Limca & Sprite covers more target customers. Those consumers who prefer hard Cola drink choose ThumsUp & Sprite & those who wants soft drink prefer Coca-Cola & Limca.  The packaging of Coca-Cola is in accordance to the taste of the rural people because of its red color logo.  The no. of specific outlets for Coke is more compare to Pepsi. Thus larger markets share in the area covered by Coke.  About 70 to 80% of consumers prefer the taste of the drinks of Coke Co.

 Less personal contacts with retailers.  Service is not good.  Company officials do not visits outlets regularly.  Less advertisements Channels.  Bad and delay in claim settlement.  No proper maintenance of asset as like visi-coolers, dealer board, glow sign, etc.  Less availability of dealer board, glow signboard, painting etc.

 High growth rate for fruit drink market.  Varanasi city has a great population of youths in U.P.  Varanasi city has good market share of Slice in India.  Targeting the upper middle class for home take segment.  Coke must try to approach those outlets that are selling only Pepsi.  Seasonal sellers generally do not have proper cooling system. If they get a small fridge then they can sell more.  If Coke covers the schools, office canteens, hotels & bars then it can get a regular customer.

 High growth of competitor's products.  Better facilities provided by the competitor to their distribution this might lead to switch over to slice distribution towards competitors.  Indifference among distributor and fat dealers.  Different effective promotion schemes of competitors.  The main threat to coke is from beverages like tea, coffee & fruit, juices.  It is very tough for Coke to get more market share since Pepsi is already having a very good position in the mind set of consumer.  A larger number of retailers are not having any type of Sales Generating Assets from Coke that results in lesser sales.

 The company should move with societal marketing concept "The Societal Marketing Concept holds that the organization's task is to determine the needs wants & interest of target market and to deliver the desired satisfaction efficiently than competitors in a way that preserves or enhances the consumer and Society's well being."  Retailers have emerged as major opinion leader and high retailer margin should be given to motivate these retailers.  There should be proper allocation of each activity on the basis of city & population.  Specking should be changed and new attractive bottles should be introduced.  Advertising equipment of Coca-Cola product should be distributed properly among the retailers.  There should be proper visit of Area Sales Manager at least once in a month to sort out the problem of retailers like leakage replacement etc. & to motivate the retailers selling only Pepsi.

Books: y y Kotler, Philip, Marketing Management, Delhi, Pearson Education Pvt. Ltd. Kothari, C.R., Research Methodology, New Delhi, Wishwa Prakashan Pvt. Ltd.

Websites : y y y Magazine: y Business World y Business Today Newspaper: y Economics Times

 Specimen of Questionnaire (Retailer Survey)

RETAILER SURVEY Questionnaire Format
Date: Name of retailer/shop .. Address: .... 1. How many soft drink companies are in the market? y y y .. .. .

2. Do you keep all products of all these companies? (Y/N) 3. Which one is the largest selling brand?...

4. How many curettes/cases you sell daily/week. Brands Coca Cola Pepsi

5. Which brands customer ask for more i. ii. iii. COCA-COLA PEPSI Others

6. In which company do you get more benefit i. ii. COCA-COLA PEPSI



7. Problem with distributor or something else


RESUME Name: Hafizur Rahman Contact number: 09919031726 e-mail address: Career Objective: To continue to strive for excellence at job and to have result oriented approach for me and for the growth of the company. Professional Qualification: Master of Business Administration from Shri Ramswaroop Memorial college of engineering and management, lucknow affiliated to G.B.T.U. Lucknow(U.P.) Area of Specialization: Marketing and Finance Academic Qualification:  Bachelor of Business Administration from Agra University, Agra.(2005-2008)  HSC from U P Board, Allhabad.(2005)  SSC from U P Board.Allhabad.(2003) Trainings or Project: Name of the organization: Hindustan Coca-cola Beverages Pvt.Ltd. Title of Project: Marketing strategies of Coca-cola Duration: 45 days Extra curricular activities: participate in college level programs Personal Details: Date of birth: 05/JULY/1989 Mother s name: Zarina Father s name: Mohd. Hashim Hobbies: listening music Permanent address :Sec-08/185 vikash nagar lucknow (U.P.) Date: Place:

(Hafizur Rahman)