208509116 Coca Cola Project

8/12/2019 208509116 Coca Cola Project

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A Project Report

ONA STUDY OF CONSUMER PREFERENCE TOWARDS

COLD DRINKS

AT

COCA-COLA BEVERAGE PVT. LTD.,

KANPUR

Project Guide: Mr. Prashant M.

Deposited By- Raunak GuptaM.B.A. 2 nd year

Enroll. No.- 4740800436

ANNAMALAI UNIVERSITY

DIRECTORATE OF DISTANCE EDUCATIONANNAMALAI NAGAR


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TABLE OF CONTENTS

Acknowledgement

DeclarationPrefaceCertificate from Head of InstituteCertificate From company

Section A

Industry and Company profile

EXECUTIVE SUMMARY

COMPANY PROFILE ORGANIZATIONAL STRUCTURE

PRODUCT OF THE COMPANY

COPETATIVE AREA

SWOT ANALYSIS OF COMPANY

MARKETING STRATEGY OF THE COMPANY

INTRODUCTION OF PROJECT RESEARCH OBJECTIVE

Section B

Research Methodology

RESEARCH METHODOLOGY

DATA ANALYSIS & FINDINGS

LIMITATIONS RECOMMENDATIONS

CONCLUSIONS

ANNEXURE

QUESTIONNAIRE

LIST OF RETAILER

BIBLIOGRAPHY


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ACKNOWLEDGEMENT

I am grateful to Mr. Israr Ahmad (A.S.M) of Coca ColaCompany, who has given an opportunity for me to work in CocaCola Company.

I would like to thank to my institute also where I got all

the knowledge and skills required for this research

project. I also want to thank to Marketing Faculty Mr.Prashant M who took our project seriously and kept

check on this time to time.

Without the co-operation of the above person this work

Certainly would not have been as good as, it is now.

Raunak Gupta


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PREFACE

Soft drink includes all types of non alcoholic carbonate flavoured 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 flavours. 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 coca-cola 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.


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EXECUTIVE - SUMMARY

This project was undertaken during the summer Training. A great deal

of effort has been put in preparing the questionnaire, in order to

understand the market better {Ghaziabad}.

Objectives: -

1. Extent to which merchandising assets are being used by the

retailers in promoting the brands.

2. Market demand of Coca Cola and Thums-up vis--vis Pepsi.

3. Market demand of Fanta vis--vis Mirinda-O

4. Market demand of Limca, Mountain dew, Sprite and 7up vis--vis

Mirinda-L

5. Market demand of Maaza vis--vis Slice.

6. Market comparison of all the available brands of the soft drinks in

the market.

7. Brands availability of Coca-cola and its brands vis--vis Pepsi and

its brands.


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A BRIEF DESCRIPTION OF THE FINDINGS:

1. Extent to which merchandising assets are being used by the

retailers in promoting the brands: -

Retailer who are having DPS Boards / GSB and other display material

like stands, posters etc. were selected. Display material on the retailers

shop was given rank between 1, 2 and 3 according to their visibility. If

the DPS Boards / GSB and other display material were found visible at

first sight then they have been ranked '1 st ', if they were found visible at

second sight then they have been ranked '2 nd ' otherwise '3 rd '.In thesimilar fashion ranks were allotted to the refrigerators in the retailers

shop.

While entering each shop it was taken care that the display materials are

properly ranked according to there visibility and incase of confusion,

opinion of the consumers were taken. Those shops with GSBs werevisited during the evening in order to see there visibility. In these cases

some glaring facts were found. (Areas which were looking like monopoly

markets of Coca-Cola because of its Red -color during the day had

altogether a different look in the evening. They turned into Pepsi

monopoly during the evening because of the GSB's. Researcher have

also tried to find out what are the difficulties retailers are facing on usingthese brands up to 100% of their strength.


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2. Market demand of each of Coca-Cola's product vis--vis to their

competitor flavours in Pepsi's artillery: -

For this, retailers were asked about the market demand of the differentbrands and they have been asked to rank the brands with respect to

their competitive flavors. In this also some interesting facts came out

like no lemon brand exists in front of Coca Cola. Our Limca , which we

were thinking that it will be competing with Mountain dew , actually it is

grabbing the Coca-Cola's Sprites market and Pepsis, 7up's market.

In case of Mirinda (O) and Coca-Cola's Fanta , Mirindas market isgoing up day by day.

In case of mango drinks Slice even after entering the market so late has

been able to quickly pick up with Maaza . From the day Tetra Slice has

entered the market it has captured the market of Frooti .

In case of Aquafina , Coca-Cola's Kinley stands nowhere but brands

which are competing with kit are Paras , Bisleri, and Kingfisher.

3. Market comparison of all the available pickings of the soft drinks

in the market: -

In the market this study is done to find out that on which packing,company should concentrate more. From the day company has

introduced its 200ml packs, Coca-Cola is more economical for the lower

income grade consumers like Riksha-pullars and others.


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4. Brands/ Pack availability of Coca-cola and its brands vis--vis

Pepsi and its brands: -

For this study, retailers were asked that how many bottles they are

having in their fridge and how many of them are of the brand whosefridge they are having and about the capacity of their fridge. In spite of

these findings Researcher have worked on some other things like

retailers expectations from the company. He tried to find out how the

company can increase the sales. In the answer to this some funny

recommendations came up (some consumers recommended that Pepsi

should change the percentage of the sweetening content of its coladrinks). Secondly he tried to find out what are the problems they are

facing in promoting Pepsi.

Jo Dikhta Hai Wo Bikta Hai


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COMPANY PROFILE

If we Indians recall our memory there was a time when one was

asked for a soft drink, the brand that comes and gave a knock on our

mind was Coca-Cola. Coca-Cola, the word most admired trademark has

maintained its special a sense of belongingness to India, which had

resulted some sort of its monopoly throughout the Indian soft drink

market. It has been said that the internal environment of the industry has

been greatly effected from its internal environment. The same thing was

also happen with this famous company. When the Government policywere in introduce and forced this MNC's to go outside from the India

market. Hence, it was thrown out of India in the year 1977. A lacuna was

created at that time in the country's soft drinks market. How ever after a

gap of 17 years, the Coca-cola has reappeared in the soft drinks market

of India, by making itself more strong and confident in this field.

In today's market, the cola's (Coke, Thumsup, Pepsi, etc.) had a

70% share, Lemon 10% and Orange 20%. There appears to be a

concentrated rush to bag a share in the soft drinks market. Due to a

manifold increase in the demand of soft drinks large number of company

has entered into this competitive market scenario.

In India two major companies engaged in soft drinks market arePepsi and Coca-Cola. While RC cola is still a novice in the Indian

Market, although it being the world oldest soft drinks manufacturer.

Pepsi-Cola attacked Coca-cola before World War-II. Coca-Cola

dominated the Americans soft drinks industry. Pepsi-Cola was a drink

costing less to manufacturers and with a less satisfactory taste thancoke.


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During the Second World War Pepsi and Coke, both of them

enjoyed a huge sale. After the war the Pepsi sales started to fall

relatively to Coke. The factors which were responsible for the decline inPepsi sales were poor image, poor task force, poor quality control and

dull packaging.

It was a momentous day when Coca-Cola staged its reliance in

India. Coca-Cola was relaunched again in India in Sep. 1993 at Hathras

near Agra, where the first bottling facility of Coca-Cola in India wasswitched on. The Indian people welcomed the come back of their most

loved cola in the country with great enthusiasm and vigor. Coca-Cola

market its relaunching acquiring 5 Parle Exports Ltd. Top Selling

products Viz-Thums up, Sprite, Limca, Fanta, Mazza, K.

Soda,Kwater,Coke.

In 2000, the company opened a new bottling plant at Dasna in

Agra distt. For the supply of 300 ml Bottle and 1.5 liter Bottles. This plant

is more settled equipped than the plant at Ghaziabad.


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A 100 YEARS OF THE SURVY GLASS BOTTLE OF COCA-COLA

Coca-Cola Company marks a mile stone on Wednesday, 24th March

1899 Chattanooga; Tenn where its first bottling plant was started 100

year ago by two men struck one of the most lucrative business deals in

US history. Joseph Whitehead and Benjamin Thomas offered Coca-Cola

Company owner Asia Candler a dollar for the right to bottle soft drinks in

1899. Today I billion soft drinks are sold each day in more than 200

countries around the world.

Candler had purchase what would become the Cola Company for

$2,300 eight years earlier from John Pemberton, an Atlanta Phamacist

who astonished the world. Candler thought the bottling Venture would

never succeed, but he signed the contract with White Head And Thomas

and way, "and the rest is history", Bob Lovell, vice president of marketing

for Coca-Cola bottling company, United Inc., said in telephone interview

from Chattanooga.

Lovell said Thomas had seen Cuban Fields hand drinking Pina Fria a

Pineapple beverages, from bottles while he was stationed in Cuba

during Spanish American War. When he returned to Chattanooga, he

decided to pitch the idea of bottle soft drinks to coke, which was then

sold only as a fountain beverage.

"It occurred to him that Coca-Cola in bottles would be very popular", Lovell said, "Mr.

Candler did not see any future in it because the containers were not sound, but that's how it

all came about. "Thomas and Whitehead promised to pay one dollar for the right to bottle

Coca-Cola, but legend has it that no money changed hands.


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THE IMAGE

The image is communicated all around the world in advertisement on

media such as newspaper, magazines, radio and televisions. The listgoes on....

However, image is much than just advertising every person working

within the coca-cola system is part of the image whether one is involved

in creating its advertising, making it's quality products, or selling,

merchandizing and distributing its beverage their hard work and attitudewill say something to the people about its product.

COCA-COLA SYSTEM FLOW CHART

Raw Material

Coca-Cola Company

Bottler

Customer

Consumer


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COCA COLA: THE STORY BEHIND

Coca-Cola was formulated in 1886 by Dr. John Pemberton, a

Pharmacist in Atlanta, Georgia. The drink was sold ad refreshing elixir at

the fountain counter of Jacob's Pharmacy of which Dr. John Pemberton

was part owner, unaware that the pharmacist had given birth to a

caramel colored syrup which is now the chief ingredient of the worlds

favorite drink. Today the white-on-red flow of Coca-Cola is familiar sight

in more then 195 countries. The syrup combines with the carbonate

water to fuel a $ 16.2 billion corporation that has captured a 46% Slice of

the global soft drinks market. The company estimates that the drink is

served more than 773 million times every day and if all Coke ever

produced were filed in standard bottles and placed end to end it would

wrap around the equator 21, 161 times.

The story of Coca-Cola is a story of a drink and its charm with the

consumer. The of ecstasy and again that the drink has caused to those

dedicated to its growth Pemberton first managed to sell and average of 9

drinks per day, though a shop called Jacob's pharmacy, in 1891,

Candler bought Coca-cola company with four companies he formed the

coca-cola company with the initial stock of $100,000. Coca-Cola was

registered at the US patent office in 1893, and began selling at sodafountains for 5 cents a glass of therapeutic refreshment 1894, I got into

bottles, courtesy a candy merchant Joseph Boedenharn of Mississippi.

Five years later; the drink was being bottled on a regular basis under a

region wise franchising system; and its first competitor Pepsi cola, Coca-

Cola's first bottling plant opened in Chatanooga, Tennessee followed byanother in Atlanta in 1900. The unique taste of cola was an outstanding


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success. Over the next two decade the number of plants crossed 1000.

In a bit to difference the prodect, the company adopted 6.5 ounce, pale

green countor bottle designed by the root glass company of Terri Haute,

Indiana. Today it is an intrinsic part of the brand.

The company broadened its horizons when Robert Woodruff the son of a

banker who acquired to Company for $25 million in 1919, assumed

charge in 1923. He began by ungrading bottling operations, brought in

innovations like a six-bottle carry home carton, and gear up advertising

support. It was under Wood Ruff that the brand. Known affectionately ascoke by now associated it self with sportive events. By the early 1940's

the brand was selling as the "real thing" to set it self apart from "me to"

cola's.

As a time went by the company brought out some new aerated drinks.

The first one "Fanta" appeared in the selves in 1960.

Its birth was an accident, the company's German name is an attempt to

produce Coca-Cola without some key ingredients, turned out into an

orange flavored drink instead. its strategists who feared the dependence

on just one put a cap on growth welcomed it. While Fanta was being

rolled out the company bought minute made cosrp. Which in 1967 wascombined with Duncan foods to pave way for the Coca-Cola foods.

Several beverages followed the most notable being 'sprite', a lemon

drink developed in the late 1950 and formally launched in 1961.

Coca-Cola had diversified the company into businesses and it even had

a steam generator and boi8ler making division. Robert C Goizueta,

Cuban born 27 years veteran took over as the Coca-Cola unlike Pepsi

company depended on a single brand. The best insurance policy that he


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figured was to let coke evolve to the summer slacking it with variants,

even reinventing if needed. In 1982, the company launched what is now

considered among the world's most successful brand extensions 'Diet

Coke', under the leadership of Sergio Zyman, the head of us marketing.The idea was to retain the loyalty for the health conscious drinker who

loved the taste but hated the calories. After this it came out with cafeeine

free versions of its main drinks. yet in the US the company kept losing

ground to Pepsi. zyman, a former Pepsi marketer argued that the correct

strategy was to replace 98 year old with better tasting cola, label it as

"New Coke" and blare the news which is exactly what the company didmore a decode age in 1985. But when placed on the shelves it did not

budge. On wide spread protest it was recalled after 79 days.

The company has about 100 brands in its portfolio but coke, Fanta and

sprite account for most of its sales. In 1994, the real thing's coke sold

over 52.5 billion liters. For the taste of it diet coke along with Coca-Colalight sold 8.5 billion liters, which makes it the world's two top non cola

drinks sold over 6.5 billion liters each. Which sprite aimed at the

independent youngster two does not care what as others drink (the as

line "obey you're a thrust"). In 1993, Coca-Cola reentered India after a

16 years ling exile, four years Pepsi made its debut India. While Coke

plays on brand nostalgia. Pepsi address the young crowd, which unlike ain America is a dominate ort if the population here.


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THE COCA - COLA COMPANY

The Coca - Cola Company is the world's largest beverage company.

Along with Coca - Cola, recognized as the world's best - known brand,

The Coca - Cola Company markets four of the world's top five soft drink

brands, including diet Coke, Fanta and Sprite, and a wide range of other

beverages, including diet and light soft drinks, waters, juices and juice

drinks, teas, coffees and sports drinks. Though the world's largest

distribution system, consumers in more than 200 countries enjoy The

Coca - Cola Company's products at a rate exceeding 1 billion servings

each day. For more information about the Coca - Cola Company, please

visit our website at http: // www.coca- cola.com/.

Forward - Looking Statements

This press release may contain statements, estimates or projections that

constitute "forward - looking statements" as defined under U.S. federal

securities laws. Generally, the words "believe," "expect," "intend,"

"estimate," "anticipate," "Project," "will" and similar expressions identify

forward - looking statements, which generally are not historical in nature.

Forward - looking statements are subject to certain risks and

uncertainties that could cause actual results to differ materially from The

Coca - Cola Company's historical experience and our presentexpectations or projections. These risks include, but are not limited to,

changes in economic and political conditions, changes in the non -

alcoholic beverages business environment, including actions of

competitors and changes in consumer preferences; product boycotts;

foreign currency and interest rate fluctuations; adverse weather

conditions; the effectiveness of our advertising and marketing programs;fluctuations in the cost and availability of raw materials; our ability to


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achieve earnings forecasts; regulatory and legal changes; our ability to

penetrate developing and emerging markets; litigation uncertainties; and

other risks discussed in our Company's filings with the Securities and

Exchange Commission (the "SEC"), including our Annual Report onForm 10-K, which filings are available from the SEC. You should not

place undue reliance on forward - looking statements, which speak only

as of the date they are made. The Coca Cola Company undertakes on

obligation to publicly update or revise any forward - looking statements.


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Where,

R.G.M. : Regional General Manager

A.G.M. : Area General Manager

I.SM. : Information System Manager

F.M. : Finance Manager

S.M. : Sales Manager

P.M. : Production Manager

H.R.M. : Human Resource Manager

A.S.M. : Area Sales Manager

M.O.E. : Marketing Operation Executive

C.D.E. : Cold Drink Executive

S.E. : Sales Executive


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PRODUCT PROFILE OF Coca-Cola

The product range of the coke has listed brands:

Coke : 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt

Thumps UP: 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt.

Limca: 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt.Fanta: 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt.

Sprite: 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt.

Mazza: 250 ml, Tetra Pack

Diet Coke: 330ml, 1.5 lt, 2lt.

Kn. Soda: 300ml, 500ml,

Kn. Water: 500ml, 1lt, 2lt,


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Some facts About Coca Cola Pvt Ltd

Head office Atlanta (U.S.A)

Corporate office Enkay Towers,Udyog viharV,Gurgaon,Haryana

Chief Executive officer Alex von Behr

Total Investment Rs.3200 Crore

Owned Bottling Plants 35

No. of Franchisees 16

No. of Employees 6000


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THE FUTURE OF COCA-COLA

While dong business overseas offers Coke wonderful growth

opportunities it also has its own disadvantages. The economic slowdown

in various overseas markets and the strong dollar had their impact on

Coca-Cola revenues and bottom line in 1999. But the company

optimistic about the future.

Mc-Douglas Investor, The Chief Executive Officer of the Coca-Cola

Company says, "This past year 1999 has been a challenging period for

the Coca-Cola Company as economic environment became more

uncertain in the later part of 1999, we strongly believe that our

fundamental opportunities for long term growth have not changed".

As long as maximization of share holder wealth remain coke's focus for

its future4 is assured Goizueta had stated and proven to the world that

focus on shareholder wealth does more good to the company than focus

on revenues and it is not hat coke does not enjoy volumes for it is

world's No. 1 soft drink manufacture. It is not content with this title and is

aiming at higher volumes year after year. Surely coke will continue to

grow. Point on Roberto had reduced the company basically to itstrademark and the returns are so astronomical as to be off the boards. It

just absolutely added a jet engine to their performance.


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COKE'S BOTTLING STRATEGIES

In the soft drink business the bottlers are responsible significant extent

for ensuring the availability of the products. Bottlers are supplied with

concentrate to which they add aerated water and bother ingredients

before packing and sealing either cans or bottles. Bottlers play a

strategic role in the success of soft drinks companies and this was not

far from Goiueta's mind.

In 1986 the company merged some of its company owned bottling

operations with two large ownership groups that had been put up for

sale. All these bottling activities were combined to from its own

subsidiary Coca-Cola Enterprises (CCE) to handle bottling operations.

The Coca-Cola Company took 49 percent equity stake in Coca-ColaEnterprises enabling it to retain its own balance sheet.


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MARKET PLACE

More than a billion times everyday, 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 worldwide, yet distinctively

local, network of bottling partners, suppliers, distributors and retailers

whose success is paramount to our own. Our investment in localcommunities in over 200 countries totals billions of dollars in jobs,

facilities, marketing, the purchase of local goods and services, ands local

business partnerships, always and everywhere, we pursue continuous

innovation in the products we offer, the processes we use to make them,

the packages we develop and the ways we bring them to market.


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COMPETITOR

The biggest and perhaps the only serious for the coca-cola

worldwide has an already been Pepsi. In India, as per as the Cola

segment is concerned the with the biggest competition to coke comes

from its brands of Pepsi viz. Pepsi and Mirinda. Thums-up, which was

the leading brand of Parley product, was acquired by Coca-Cola just

over a year ago to bolster its market share in India. Today, Thums-up

along with coke, the leading brand of the Coca-Cola Company, other still

competition to Pepsi, which despite this stiff competition is still by far thesingle most popular Cola drink in India

With both the companies being backed fully by the parent

concerns based in the united state, the fight to become the dominant

player in the huge Indian Soft drink market continues unabated.

Aggressive ad campaign's, sale-promotion, schemes for retailers are justsome of the strategies being adopted by the two companies to outwit

each other and grab and large share of the market.

In the Cola segment, which occupies by far the largest chunk of

the soft drink market in India, the market share of Coke is 60%while the

market share of Thums-up is 32.16%. The market share of Coke in thisCola Segment is 27.84%. The remaining market share is occupied by

the other brands, which constitute about 14% of the Cola market share.

So Coca-Cola with its two brand clubbed together i.e. Thums-up +

Coke occupies a combined market share of 60% (32.16% + 27.84%)


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which is just higher than the market share occupied by Pepsi on the all

India basis.

The market share for the Cola segment of different in India is given in

Graph below:

The fight between the Rs. 1,000 Crore Pepsi co. India. Pepsi and

Coca-Cola India, The fully owned subsidiary of the $ 18.55 Billion Atlanta

based "The Coca-Cola' company to become India's No. 1 player seemslikely to continue unabated over the next four years".


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PEPSI PROFILE

Pepsi Co. Inc. was founded in the year 1965. Major products of the new

company are Pepsi Cola. Diet Pepsi and Mountain Dew. Pepsi entered

the Indian market in 1992 and now is the market leader with a market

share of 26.5 percent in the cola segment. Pepsi is in between the two of

it's closet competitors as far as marketing strategies are concerned.

Pepsi is an international drink with Indian imagery in it's communication

Traditional focus of Pepsi has been on the early teenager with a gender

skew more to the female.

Pepsi is by far the more aggressive player in the market. With in your

face advertising continuous event marketing targeting the new

generation and eye catching merchandising. It's got its selling strategy

well mapped out.

The company has always been innovating it's ad campaigns which hashelped the company to get top of the mind recall. From "The choice of

the new generation" to the "Freedom" campaign the company has been

able to Indianise the brand. With the help of promotional schemes Pepsi

has managed to keep the brand alive and has not let it become old.

During 1995 the total ad spent by the company was Rs. 6.98 crore only

on television Pepsi has set aside Rs. 8 crore for its advertisingprogramme in the run up to and during the cricket world cup.

Product li nes of Coke& Pepsi are as foll ows: -

pepsipepsi Diet mirinda

mirinda lime 7 upSlice

Pepsi Brand Name

pepsi pepsi Diet mirinda mirinda lime 7 up Slice


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FLAVOUR COKE BRAND PEPSI BRAND

Cola Coca-Cola

Thums-up

Coke diet

Pepsi

Pepsi diet

Orange Fanta Mirinda

Cloudy Lemon Limca Mirinda lime

Clear lime Sprite 7up

Mango Maaza Slice


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COMPETITIVE AREA

The soft drink market all over the world has been witnessing a neck to

neck battle between the two major players, Coca-Cola and Pepsi sincethe very beginning. The thirst quenchers are trying hard to have to majorchunk of the pie of carbonated soft drink market. Both the players arespending their energies in building capacity, infrastructure, promotionalactivities etc.

Coca-cola being 11 years older than Pepsi has dominated the scene inmost of the soft drink markets in the world and enjoying leadership interms of market share. But the Coca-Cola people are finding it hard tokeep away Pepsi, which has been narrowing the gaps regularly. The twoare posing threats to each other in every nook and corner of the world.While Coca-Cola has been earning most of its bread and butter throughbeverage sales, Pepsi has a multi products portfolio with some portionfrom the same business.

The two warriors are face to once again here in India with differentstrategies and tactics to attack the rival. Coca-Cola is focusing upon the

joint ventures with the existing bottlers ( FOBO) franchise ownedbottling operations to enhance its control on manufacturing andmarketing of its products range and attain the quality standards of its

class.

Countering it Pepsi has taken the battle its own hands by floating asinvestment of $ 95 billion to set Pepsi Company. India holdings, assubsidiary for ( COBO) Company owned bottling operations. Both thecompanies are following different path to reach the same destiny i.e. tofetch the bigger portion of aerated soft drink market. Both consider India

a huge potential market, as per capita consumption here is a mere 3serving annually against the world average of 80. Therefore, they are


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Coca-Cola on the other hand, has been working on the saying slow andsteady wins the race's side by retailing to every more of its competitor.They have procured the shield of Thums-Up with a handsome market

share in Indian soft drink market.

Countering Pepsi's international commercial that used two chimpanzeesto cock a snoop at coke, Thums-up come with the ad line, Don't beBandar, taste the Thunder. Also Thums-Up has been positioned nowvery near to that young image of Pepsi and giving it a though time.

These cool merchants have put everything on fire. It Coke got thestatus of the official drink of wills. World Cup, Pepsi blushed as

nothing official about it. As Thums-Up projected as 'Saaree JahanSe Achcha' Pepsi was passionate enough with 'Freedom to be' andnow the "Yeh Dil Mange More" when Thums-Up came with ThunderBlast, the other offered 'Pepsi Stuff Card'. If Red is meant for coke,Pepsi has chosen to be blue.


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MAIN COMPETITORS

COCA-COLA V/s PEPSI

Coca-Cola Pepsi

Total Investment in India Rs. 250 Crores Rs. 500 Crores

New Investments Rs. 2400

Crores

Rs. 300 Crores

Number of Employee 140 2400

Number of owned bottling

Plants

9 11

Number of Franchisees 54 15

Number of Fountain 1500 4000

Total Investment by bottlers Rs. 125 Crores Nil

New Plants Planned Nil 6

(Data of 2005-06 )

Overall volume of Coca-Cola products have increased by 40% whereas

the industry growth rate is 20%. Last year total sale of soft drink Industry

in India was approximately 170 million crates. Out of these around 60%

was of Cola and other 40% was of non-Cola Brands.

Sources of Data :- This Last Year data is provided by Sales Executive of

Company.


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MARKETING MIX

Prof. Neil H Barden defines marketing mix as 'the appointment of effort,the combination, the designing and integration of the elements of the

marketing into a programme of mix which will best achieve the objective

of the enterprise at the give time."

Marketing mix is the set of marketing tools that the firm uses to pursue

its marketing objective of in the target market. The marketing problemsare analyzed:

1. By utilizing the important forces emanating from the marketing

operation of an enterprise.

2. By adopting producer & for an efficient marketing programme.

ELEMENTS OF MARKETING MIX

The marketing mix denotes a combination of various elements

which in their totally constitute affirms marketing system. McCarthy

popularized a four factor classification of the se tools called the four P"s,product, price, place promotion.


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PRODUCTS

Product variety

Quality

Design product

Brand name

Feature

Packaging

Size service

Warranties

Returns

PRICE

List Price

Discounts

Allowances

Payment period

Credit teams


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PLACE Channels

Coverage

Place assessments

Locations

Inventory

Transports

PROMOTION

Sales promotion

Advertisement

Sales Forces

Public relations

Direct marketing


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The particulars marketing variable under each P are shown below:

4 Ps 4 Cs

PRODUCT

PRICE

PLACE

PROMOTION

CUSTOMER NEED

AND WANTS

COST TO THE

CUSTOMER

CONVENIENCE

COMMUNICATION


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DISTRIBUTION IN THE COCA-COLA SYSTEM

GETTING PRODUCTS TO MARKETOne of the value of the coca-cola system is presence that coca-cola

should exist everywhere. In the words of former CEO-India operations -

Richard Nichoilas, "Our goal is to have coke available within an

arm's reach of desire". To fulfill this gool, coca-cola not only produces

products, but also has an effective systems to distribute them all over

India.

DISTRIBUTION

Distribution Sales + Delivery + Merchandising + Local Account

Managemetn.

Distribution of Coke's products includes the activities of sales, delivery

merchandizing and local accounts management. These are two major

types of distribution systems.

(i) Direct and Indirect

In direct distribution, the bottler partner direct control over the

activities of sales, delivery, merchandizing and local account

management.In indirect distribution, an organization which is not a part of the

coca-cola system has control of one or more of the distribution elements

(Sales, Merchandizing and local accounts managements).


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With Direct distribution there are two types of sales:-

Advanced sales and conventional sales .

In conventional sales, all the distribution activities (Sales, Delivery,

Merchandizing and Local Accounts Management) are performed by the

same persons.

In advanced sales, sales and delivery are performed by different people

within the coco-cola system.

Difference between a Customer and a Consumers.

A consumer is some one who drinks coca-cola products.

A customer is a business location which sells or serves coca-cola

products to consumers.

MERCHANDIZING

One the products are delivered to the customer's they are promoted at

the point-of-purchase to maximize the company's sales opportunities,

merchandizing involves looking at the presentation of the products

through the eyes of the consumers. It is an on-going process that helpthe company present its products properly to the consumers in the

market place for instance, is the display attractive? Are the product

neatly organized.


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PRESENTING THE PRODUCTS

Coca-Cola presents its products for sale in four different ways. They are

as follows: Secondary Display

Coolers

Vending Machines

Post Mix / Pre Mix

INDIA'S RELATIONSHIP WITH COCA-COLA

Just after independence, the Maharaja of Patiala oversaw his coca-Cola-

Cola hoarding from his huge, ornate palace, Coca-Cola export

representative Frank Harrold, was awed by the Maharaja's opulent life

style. In 1993 after Coca-Cola returned to India after a 16 years absence(beorge Fernandes threw the company out of the country in 1977 on the

pre text that it had refuse to divalge its formula to Indian officials), CEO

of the Coca-Cola Company, Robesto boirueta "Salivated over a virtually

untapped market of 840 million people".


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PROMOTION : THE COCA-COLA WAY

Goal for the 90's

"To place coca-cola within an arm's reach of desire.

Consumer activity clusters:

Grocery shopping

Other shopping & services

Eating and drinking Entertainment/ Recreation. Leisure Travel / Transportation/ Hospitality

Educational

At Work

The 3A's:

The strategy for reaching in creasing numbers of consumers in India isbased on the belief that consumers will buy our products it they are

Available, Affordable and Acceptable.

Strategies for the 3A's

Focus on the consumer and customer,

To provide quality customer services, and caring about the quality ofperformance in respective jobs.

Caring enough about what we do, to it the best we know how.

The 3A's is Coca-Cola underlying strategy for meeting its goal to reach

increasing numbers of consumer's. How does coke position its limited

resources to help meet its good. Let us explore the specific ways inwhich the Coca-Cola system addresses each of the 3A's.


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AVAILABILITY

Some of the way sin which the Coca-Cola Company hopes to increase

availability of its product include improved or innovative packaging,

dispensing systems, distributions system, marketing.

AFFORDABILITY

The ways to address affordability include pricing decisions, as well as

resource management. To make its product available at a price

affordable to the consumer. Continually processes more efficient and

therefore more cost-effective.

ACCEPTABILITY

Making coca-Cola brand products the beverage choice for any

occasion's depends on a variety of strategies to reach the target

audience. The common strategies adopted to effect acceptability were

though sponsorships, promotion youth market activities, communityprograms, and other activates.


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A rapidly growing market, which is expanding @ 205 every

year.

It can take the market very well with the new investment of Rs.2400 corers.

It can give a big jerk to its major competitor Pepsi it can

increase its number of fountain to a sizeable amount.

Increasing trend of cold drink of different brands.

THREATS:

It has a continuous threat from Pepsi as well as various other

local soft drinks.

Coke has a major market than Pepsi between the teenager as

well as the student due to advertisement of world cup cricket.

A large amount of expenses on the advertisement.

There is no proper policy of distributing the merchandising

assets of the company to the retailers.

MARKETING STRATEGIES


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1) Coca-Cola sales club:

This club is for the retailers. In this approach retailers are given some

points once in a month depending upon how they are using the displaymaterial provided by the company to them. This material consists of

Fridges, DPS Boards, Glow Sign Boards, Display Bottles (500ml. 1lt. 2lt,

Commodity Packs, Stands, Posters etc. Depending upon these points

retailers are rewarded by certain gifts from the company.

The retailers are participating in these schemes curiously. But few of the

retailers found furious and angry because they had lost the pointsbecause of miscommunication or lack of guidance. Therefore they need

some kind of guidance from the company. It would be a better idea that

our salesman who are distributing the beverages to the retailers can be

equipped by the appropriate training so that they can guide the retailers

about how to use their display material to 100% of their strength and

able to tell about the new schemes convincingly.

2) Schemes:

Hindustan Beverages India comes out with the schemes on their

different products many times in a year. Most of these schemes are

made to benefit the retailers. Some of the schemes are as follows:

1 bottle of 2lt. free with one 2lt bottle pack.

1 bottle of 1lt. free with one 1lt bottle pack.

2 bottles of 500ml free with one 500ml bottle pack.

6 bottles of Kinley free with one pack of Kinley.


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These schemes keep on changing depending upon the stock.

Beverages companies are giving these schemes despite of acute

shortage of soft drink in every segment to meet the competition, to make

sure the availability their brands and sometimes to satisfy and benefit theretailers and the end consumers.

3) Advertising:

Through the consumers survey it has been proved that the T.V.

commercials and sinages affect the consumer buying behaviour by

approximately 70%. May be only Cococola. is investing huge finances inthe T.V. commercials and other sinages, big names of Indian film

industries and sports heros are bein g proposed to become the brand

promoters and brand ambassadors. Amir Khan, Akshay Kumar, Hritik

Roshan, Riya Sen and more are being offered huge amount for carrying

out the promotions.

Posters DPS boards

Glow Sign boards

Date calendars

Cinema hall tickets

Radio commercial

4) Promotion through restaurants and cinema hall holdings:

Coca-cola is tying up with different chains of restaurants and fast food

centers to promote the Coca-cola and its other brands like Limca,

Sprite, Maaza etc. these restaurants are authorized to keep and use

the merchandising assets of Pepsi. Usually these kinds of restaurants

and fast food chains are in contract with the Pepsi Co., so that theycannot promote any other brand.


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5) Merchandising assets:

Coca-Cola also try to promote their brands by providing their retailers

and dealers some display items. Some of such items are as follows:1. Fridges

2. Coca-Cola/Mazza stands

3. Display bottles

4. Posters

Coca-Cola provide the above things to the retailers to use them in

promoting companies brands and products, and provide refrigerators tothe retailers in the hope that these retailers only use these assets in

promoting the Coca- Colas products and they will chill the Coca -Colas

products so that its products will always be available to the end

consumers. But it is not true in most of the cases. Retailers usually use

the merchandising asset of one company in such a way that it benefits

another company. Sometime they do it unknowingly, sometimes they doit knowingly and sometimes because of the deficiencies of the company

itself. These deficiencies are as follows: -

1. Irregularity of the salesman to the retailers shop.

2. Shortage of the different products and different packages.

3. Sometimes because of the rude behavior of the salesman.

6) Strengthen distribution network and promotions through word of

mouth through sales man:

Unlike the rival brand Pepsi, Coca-Cola co.. Basically depends upon itssales man for promoting and launching the new as well as old brandsbecause instead of doing the business through dealers network likePepsi, Coca-cola believes in making and maintaining relations withretailers directly. Therefore salesman is the very important part of Coca-cola co. marketing strategy.


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RESEARCH OBJECTIVE

PRIMARY OBJECTIVES:

To find out to which extent merchandising assets are being used

by the retailers in promoting the product of coca-cola

To find out Market demand of Coca Cola and Thums up vis--vis

Pepsi

To find out Market demand of Fanta vis--vis Mirinda-O

To find out Market demand of Limca, Sprite vis--vis Mirinda-L and

7up

To find out Market demand of Maaza vis--vis Slice.

SECONDARY OBJECTIVES:-

To find out Market comparison of all the available brands of the

soft drinks in the market.

Brands availability of Coca-cola and its brands vis--vis Pepsi and

its brands.


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RESEARCH METHODOLOGY


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Researcher began his survey with route riding, i.e. traveling along with

the sales persons on his daily trip to service the retailers. Researcher

asked the retailers about their uses of Coca-cola merchandises and tryto Asses the market share of the Coca- colas different brands. This is

very important point as it gave me an inside view of the whole setup and

further on during the planning of any of the promotions. Researcher was

aware of the limitations and strengths of the environment he would be

working in. The various methods and principles adopted are listed below:

Research Plan:

Date sources: sources of information are as follows:

(1) Primary sources

Whos the primary source??

Retailers are the primary source.

(2) Secondary sources Researcher collected secondary informationfrom Journals of Company, News papers,Magazines.

Research Approach:

Researcher followed one approach to collect the information

(1) Survey Researcher contacted the retailers in the market place to

gather the relevant information.(2) Number of Retailers contacted 200 Retailers.

Survey Area: Kanpur & NEAR BY AREAS

1) Kanpur, Station road


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2) Kanpur,Main market

3) Bhaguwala Market ,Kanpur Road

4) Kotwali market ,Lucknow road

5) Shanpur, Main Market6) Raipur Market, Nagina Road

7) Haridwar road, Chidiapur

8) Kiratpur Market

Research instrument:

Researcher used questionnaire as his instrument for conducting the

survey.

Sampling Plan(1) Sampling unit Retailers

(2) Sampling procedure- Simple Random Sampling Procedure.

Contact Method

Researcher personally contacted the retailers.


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Where f = Feed Back (Help in Controlling the Sub System to Which it is transmitted )Ff = Feed Forward (serves the vital function of providing criteria for evaluation)


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DATA ANALYSIS & FINDINGS

FF IIGG UURR EE 11

Out of the sample size which has been covered only 11 % of theshops had Pepsis GSBs vis a vis to 14 % of Coca -Colas GSBs.

14 % of the sample size had the GSBs of both the major players

of the soft drink industry.

70% of the sample size didnt have any of the GSBs displayed. GG SS BB --GG LLOO WW SS IIGG NN BB OO AARR DD

PP BB II--PP EE PP SS II BB EE VVEE RR AAGG EE SS IINNDD LLTTDD

Out of Coca-Cola and Pepsi Beverages India Limitedwhose GSB do you have ?

PBI11%

Coca-Cola14%

Both5%

None70%

PBI

Coca-Cola

Both

None


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FF IIGG UURR EE 22

72% of the shops having Pepsi GSBs got the 1 st rank according

to their visibility status on the other hand only 14% of the retailers

got the rank 2 nd and 3 rd each. This shows that retailers who got

the GSB as display material from the company are using them

satisfyingly.

49% of the shops having Coca- Cola GSBs got the rank 1 st

according to their visibility status on the other hand 38% of the

retailers got the rank 2nd and only 13% of the retailers got the rank

3 rd . This shows that in comparison to Coca- Cola, Pepsico.s GSB

are being used in more proper way.

Ranking acco rding to visibility - Pepsi ?

72%

14%

14%

Rank 1

Rank 2

Rank 3

Ranking according to visibility - Coca Cola ?

49%

38%

13%

Rank 1

Rank 2

Rank 3


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FF IIGG UURR EE 33

Out of the sample size which has been covered 27 % of the shops

had Pepsis DPS Boards vis -a -vis to 8 % of Coca- Colas DPSs.

3 % of the sample size had the DPS Boards of both the major

players of the soft drink industry.

62% of the sample size didnt have any of the DPS Boards

displayed.

Out of Coca-Cola and Pepsi Beverages India Limitedwhose DPS Board do you have ?

PBI27%

Coca-Cola

8%Both3%

None62%

PBI

Coca-Cola

Both

None


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**DDPP SS --DDIISS TTRR IIBB UUTTOO RR PP RR OO MMOO TTIINNAALL SS IIGG NNAAGG EE **

FF IIGG UURR EE 44

82% of the shops having Pepsico. DPS Boards got the rank 1 st


retailers got the ranks 2 nd and nobody got the 3 rd . This shows that

retailers who got the DPS Boards as display material from the

company are using them satisfyingly.

70% of the shops having Coca-Cola DPS Boards got the rank 1 st


retailers got the rank 2nd and only 12% of the retailers got the

rank 3 rd . This shows that in comparison to Coca- Cola, Pepsico.s

DPS Boards are being used in far more satisfyingly.

Ranking acco rding to visibility - Pepsi ?

82%

18%0%

Rank 1

Rank 2

Rank 3

Ranking according to visibility - Coca Cola ?

70%

18%

12%

Rank 1

Rank 2

Rank 3


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FF IIGG UURR EE 88

In the CocaColas refrigerators 56% of the Pepsi bottles were

found. This shows that CocaColas refrigerators are not being

used to optimum by the retailers in promoting CocaColas

products.

FF IIGG UURR EE 99

PBI, 4260

Coca-Cola, 3368

0500

10001500200025003000350040004500

PBI Coca-Cola

How many Bottles of PBI/ Coca-Cola do you have inyour fridge

PBI

Coca-Cola

Availabity Comparision between Pepsi and Coca-Cola at theOutlets - using Coca-cola Merchandising Asset

PBI 56%

Coca-Cola 44% PBI

Coca-Cola


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While giving the reasons for not using the Coca- Colas

refrigerators 34% of the retailers blame it to the lack of regular

services from the company (irregularity of the salesman), 17% ofthe retailers voted to the problem of the empty bottles of Hindustan

Beverages India, 13% voted for the shortage of the different

packing.

Despite of all the above reasons a huge segment 36% blame it to

different other reasons for below optimum use of refrigerators.

Out of the 36% other major reasons low demand (33%) and lesser

capacity refrigerators (34%) got the maximum share.

Despite of all the above there are even major number of retailers

who blame it to the unfulfilled promises from the companyprofessionals.


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FF IIGG UURR EE 11 11


The sample size shows that maximum portion (around 46 %) of

the retailers whose sale are between 3 to 5 crates daily and only 8

% are the ones who are selling less that two crates.

Approximate sale of the retailer

0.5 to 28%

3 to 546%

6 to 1028%

More Than 1018%

Approximate sale of the retailer

0 10 20 30 40 50 60 70 80 90

100

0.5 to 2 3 to 5 6 to 10 More Than 10


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The sample size gives us the brief idea about the pattern of

distribution of merchandising assets by the companies. Most of the

retailers (around 73%) are getting the display material through

different schemes or as the gifts.

How the retailler gets display material from thecompany ?

0

10

20

30

40

50

6070

Schemes Gift Sharing / Draft Other

How the retailler gets display material from thecompany ?

Schemes33%

Gift40%

Sharing / Draft

21%

Other 6%


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This gives us an indication, where the better prospects lies. In

which particular type of packing little innovation can do wonders.

This provides us with an idea where we should concentrate.

The sample size shows that there is huge demand of 2lt pack

(26%) and 200ml bottles (30%).

300ml bottles with 23% shares the 3 rd position and 500ml. Shares

the 4 th position of the demand total demand with the market

demand of 14%


2lt26%

1lt7%

500ml14%

300ml23%

200ml30%

Market Demand of different packings of Soft-Drinks

2lt

1lt

500ml

300ml

200ml


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Sample size shows the comparison between the market demandsof each of cola drink.

Pepsi is on the top, shares the demand of 39% from the market. Coca-Cola seconds with the shares of the demand of 39% fromthe market beating Thumps up with the remaining 24%

0

100

200

300

400

500

Pepsi Coca-Cola Thums-up

S1

Market Demand of Softdrink ( Cola )

Pepsi

Coca-Cola

Thums-up

Market Demand of Softdrink ( Cola )

Pepsi39%

Coca-Cola37%

Thums-up24%

Pepsi

Coca-Cola

Thums-up


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Sample size shows the comparison between the market demandsof each of Orange drink.

Mirinda and Fanta are almost head to head with 48% and 52%

market demand. Though Fanta is having 4% more share than

Mirinda Orange.


Mirinda-O, 260

Fanta, 285

240250260270280

290

Mirinda-O Fanta

S1

Market Demand of Softdrink ( Orange )

Market Demand of Softdrink ( Orange )

Mirinda-O

48%

Fanta52%


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Market Demand of Softdrink ( Lemon )

Mirinda-L 27%

Limca 31%

Mountain Dew 28%

Sprite

9% 7 Up 5%


Mirinda-L, 735 Limca, 865

Mountain Dew,770 Sprite, 235

7 Up, 123

0 200

400

600

800

1000

Mirinda-L Limca Mountain Dew

Sprite 7 Up S1

Market Demand of Softdrink ( Lemon )


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Sample size shows the comparison between the market demands

of each of Lemon drinks available in the market

Limca in the lemon flavour with the market demand share of 31%is beating all the giants.

Pepsis two products Mirinda Lemon and Mountain Dew together

with the market demand share of 55% are competing with the

Limca.

The new entrant to the market, Mountain Dew is gaining the

market share more dynamically than its competitor brands.

Sprite and 7 up are lacking behind with just the share of 14%.


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Sample size shows the comparison between the market demands of each of Mango

drinks available in the market Slice and Mazza is almost head to head with 52% and

48% market demand. Though Slice is having 4% more share than Mazza.

Market Demand of Softdrink ( Mango )

Slice, 300

Mazza, 290

Series1

285

290

295

300

Slice Mazza

Slice, 300

Mazza, 290

Market Demand of Softdrink ( Mango )


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LIMITATION

Despite the possible efforts in conducting the research, there were some


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unavoidable situations, which limited the scope of the project.

Considering the population, the sample taken for present studyseems small and hence further investigation may be required.

The sample taken for study was not of equal distribution so a

comparative study cannot be made.

Some of the retailers were non-cooperative in giving information,

which hampered the actual calculation.

Time available for research was very short so certain aspects have

been overlooked.

Retailers were hesitant to provide the complete information due to

fear of misuse of information.

Respondents may sometimes misinterpret the questions, leading

to a different answer.

RECOMMENDATIONS


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merchandising assets. So that there must be no frustration

generated.

6. Though the GSBs and DPS Boards are being used by the retailers

satisfyingly but still there is need of the guidance for the retailers.

7. Schemes should be transparent and made clear to the retailers.

8. As maximum number of retailers are selling around 3 to 5 cratesdaily. Our schemes should be revolving around this percentage

only. And while formatting the different schemes this should be kept

in mind.

9. For this salesman can be provided with some kind of guidance/

training, so that they can clear the queries of the customers aboutthe different schemes/ proposals

10. Retailer benefit schemes, which the company launches time by time

during the whole year, must be made clear to all the retailers.

11. Customers can be informed about the schemes through thebroachers. Broachers can be distributed to all the retailers for the


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schemes that are being launched once in a year. And for the daily

schemes which get change on daily bases and which depends on

the stock availability providing details about the day's schemes/ after

a paper/ pamphlet on different products can be sticked to thedelivery van signed by the ASM or anybody authorized. So that

every retailer if needed/ required can verify himself about the daily

schemes.

12. Company professionals should visit the field more regularly and they

must try to visit every retailer at least once in a month.

13. A proper trust and relationship building process is required with the

retailers, which need to be worked on.

14. Above figures shows the market demand comparison between the

different products of all the flavors available in the market. Which

show that we can gain market share through Coca- Colas Limca andSprite. So we should concentrate more in completing the market

demand of these products.

15. Above figures shows the market demand comparison between the

different packs available in the market. Which show that we can gain

market share through concentrating more on 2Lt. and 200ml.

pickings. So we should concentrate more in completing the market

demand of these packing

16. Other products and packing like Sprite and 300 ml. Whose demand

is going down require proper attention and strategy.


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CC OO NNCC LLUUSS IIOO NN

After conducting the research, Researcher found that there are two

categories of retailers. The first one is of those retailers, which just want

to increase their assets, for them the sale doesnt matter according to

them they can only increase the sale if the company will invest in them

or in their shops. These types of retailers will only work for the company,

which invest in them hugely. And if at any moment they found company

has lost or lowered their interest in them they will again shift to other

major player. Other kinds of retailers are those who are more bothered

about working hard and build their reputation in the market. These types

of retailers are using the merchandising assets to their optimum level.

And s ometimes if they are unable to do so its because of the irregularity

of the salesman (when the salesman on the route gets changed) or

because of the shortage of the different products/packing.

There is a requirement of the company professionals to visit these

retailers continuously. So, that they can understand the market

and suggest changes accordingly. Despite of this, salesman and

other company professionals who visit these retailers must not do

the false promises. Due to this retailers loose their confidence in

the company.

There is also the need of the transparent schemes and marketing

mix that the retailers can understand more properly.


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QUESTIONNAIRE

Name of the SHOP ______________ Tel No.__________________

ADDRESS _____________________________________________

1 O UT OF COCA -COLA AND P EPSI BEVERAGES INDIA LIMITED WHOSE GSB DO YOU HAVE ?

a. P EPSI B COCA -C OLA C BOTH D NONE

RANKING ACCORDING TO VISIBILITY ?1 2 3

2 O UT OF COCA -COLA AND P EPSI BEVERAGES INDIA LIMITED WHOSE DPS BOARD DO YOU HAVE ?


RANKING ACCORDING TO VISIBILITY ?

1 2 3

3 O UT OF COCA -COLA AND P EPSI BEVERAGES INDIA LIMITED WHOSEREFRIGERATOR DO YOU HAVE ?


RANKING ACCORDING TO VISIBILITY ?

1 2 3

4 H OW MANY BOTTLES OF COCA-COLA DO YOU HAVE IN YOUR FRIDGE ?

COCA-COLA __________________ TOTAL ________________


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5 W HAT ARE THE REASONS THAT YOU ARE NOT USING THE REFRIGERATOR / ICE BOX TO ITS FULL S TRENGTH ? A.S HORTAGE [ ] B. EMPTY P ROBLEM [ ]

C . IRREGULARITY OF THE S ALESMAN [ ] D. OTHER [ ]

6 A PPROXIMATELY HOW MANY CRATES DO YOU SALE ?a. 0.5-2 [ ] B. 3-5 [ ] C. 6-10 [ ] D. MORE THAN 10 [ ]

7 H OW DO YOU GET THE DISPLAY MATERIAL FROM THE COMPANY ?a. S CHEMES [ ] B G IFT [ ] C S HARING / DRAFT [ ] D OTHER [ ]

8 P LEASE RANK THE FOLLOWING ACCORDING TO THE MARKET DEMAND ?( ) 2 LT. ( ) 1 LT ( ) 500 ML ( ) 300 ML ( ) 200 ML

9 P LEASE RANK THE FOLLOWING ACCORDING TO THE MARKET DEMAND ?a. ( ) P EPSI ( ) COCA -C OLA ( ) THUMS -UP

b. ( ) MIRINDA-O ( ) FANTA

c. ( ) MIRINDA L ( ) LIMCA ( ) MOUNTAIN -DEW ( ) S PRITE ( ) 7-U P

d. ( ) S LICE ( ) MAAZA

ThanksIf you Have Any Suggestion ( )

Signature


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Retalier List

Name Of Out let Area

Shiva sweets Najbabad

Saleem Sweets Ghaziabad

Roadways canteen Najbabad

Ravi P.C.O Najbabad

Gupta General Store Ghaziabad

Nidhi General Store Ghaziabad

Sharma tea Stall Najbabad

Kumar Sweet Najbabad

Trimohan panBhandar Ghaziabad

Ghai Motel Ghaziabad

Vikas general Store Ghaziabad

Shanavaaz Tea Stall Ghaziabad

Vinay General Store Ghaziabad

Gupta hotel Ghaziabad

Sonu P.C.O Ghaziabad

Mahesh Hotel Ghaziabad

Mohan Murga wala Najbabad

Gupta & Sons Ghaziabad

Anand bakers GhaziabadGhaziabad


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Sarfaraz panBhander Ghaziabad

Singh Coldrinks Ghaziabad

Mothi general Store Ghaziabad

Ravi pan Bhandar Ghaziabad

kd Restaurant Kiratpur

Vijay tea stall Kiratpur

Ashish p.c.o Kiratpur

ChaudhariRestaurant Cheryapur

Yushuf Dhabha cheryapur

Safeek Coldrinks Bhaguwala

GreenvallyRestaurant Cheryapur

Rajan pan bhandhar Ghaziabad

Mohit Gen.Store Kotwali

Mohit Fast FoodKotwali

Gupta Coldrinks Kotwali

Samrat Dhaba Kotwali

Vaishno Dhaba Kotwali

Panjabi dhaba Kotwali


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Abdul coldrinks Kotwali

Sanjay Pan Bhandar Kotwali

Kaseem pan Bhandar Kotwali

Ashif Gen. Store Kotwali

Kumar tea stall Kotwali

Waseem tea stall Kotwali

Anpurna restaurant Kotwali

Aabid coldrinksBadrabad

Garhwal hotel Ghaziabad

Coldrink point Shanpur

Raju tea stall Raipur

Walia hotel Bhgwala

Vikas gen. store Bhagwala

Janta coke point Bhaguwala

vishal Gen. store Shanpur


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BIBLIOGRAPHY

Name of the books used for the reference and their authors.

1). Kotler, Philip, Marketing Management, Delhi, Pearson Education Pvt. Ltd., 2004

2). Kothari, C.R., Research Methodology, New Delhi, Wishwa Prakashan Pvt. Ltd.,

2003,pg.14-26.

Websites Referred

http://www.coca-cola.com

Search Engine -

http://www.google.com

MAGAZINES

Time Education Magazine

Business Today
http://www.pepsico.com/http://www.pepsico.com/http://www.google.com/http://www.google.com/http://www.google.com/http://www.pepsico.com/

Documents

208509116 Coca Cola Project