ABPL FAIZABAD OBJECTIVES OF THE STUDY To identify and analyze
the market share of coca cola with respect to Pepsi. The analysis
focuses to find out service feasibility, product availability and
dvertisement campaigns and to suggest for an ideal channel of
distribution. Objective consists of following areas To find out
carriage process from different agencies in Faizabad &
Ayodhaya. To identify product availability of coke and Pepsi. To
find out advertisement process comparison between coca-cola and
pepsi. To note down flavor availability of mazza. To find out
service frequency. To make retailers aware about different schemes
available. To note down complaints if there is any regarding supply
of products and services. practical knowledge about real situation
but it will help in the partial fulfillment M.B.A. degree. The main
objectives of this survey to find market share of Coca Cola India
in respect of Pepsi cola available in the market. 1. To know the
various promotional activities given by company in form
ofadvertising. 2. To survey on sales generating assets like
fridge,
Page 1
ABPL FAIZABAD 3. products). To know the satisfaction The whole
survey is based von the customers, retailers distributors and above
all bulk consumers of the soft drink. To know the share of coca
cola other cola (Pepsi
EXECUTIVE SUMMARYMy Summer tearing Report is on the topic
Comparative analysis between CocaCola and Pepsi. For the project I
have prepared Questionnaires. It consists of both open . ended and
close ended questions. With a view to find out the present
conditions of Coca-cola. The result from the study shows that
people prefer ThumsUp and Sprite, have largest sale in the category
of cold drinks & generally in this category ThumsUp is a more
leading brand. Coca-cola ThumsUp Fanta Limca Sprite Maaza
Kinley
Page 2
ABPL FAIZABAD Coke entered in the market with the above products
and categorized this segment for quality conscious consumers. Due
to its lead it has kept the pace and is still a leader in this
segment. Coca-cola brings back the fizz to India Coca-cola, the
corporate nourishing the global community with the worlds largest
selling soft drink concentrates since 1886, returned to India in
1993 after a gap of 16 years giving a new ThumsUp to the Indian
soft drink market. In the same year, the company took over
ownership of the nation's top soft-drink brands and bottling
network. No wonder, our brands have assumed an iconic status in the
minds of the consumers.
BRIEF HISTORY AND IMPORTANCE OF SOFT DRINKSThe history of soft
drink began since the end of the last century. Its history date as
back as from the civil war in USA in 1860.people was suffering from
many diseases like headache, hysteria, mutant etc. How to remedy
it? It was a big question before the American people. So taking
benefits of it in 1885 Mr. John Paimwartion of Antonica registered
and named it French wine Cola. In the beginning it was a mixture of
cocaine adds alcohol later on it was converted in to a soft drink
with the name Coca-Cola. In 1890 there was a new brand in the
market known a Pepsi cola. Gold spot consider as the first branded
soft drink established 47 years ago, before all empowering
Coca-Cola entered the country to dominate the scene. Pirie expo
introducing Lim4, demon drink complimentary to their well entrant
gold spot in\1977, which wasPage 3
ABPL FAIZABAD with moderate success. However, before this they
had also introduced Cola pepping, which was withdrawn in face of
tough competition from Coca-Cola. When Coca Cola did a sad farewell
in 1977 the Indian market was open for various new cold drinks and
several companies come forward pushing different grants in the
market. Parle product introduced their cola Thumps-up with a mighty
hand saying happy days are again, as if happy days went away with
Coca Cola. Pure drink introduced Campa cola along with orange and
lemon. Modem bakeries introduced the market with double seven MOHAN
MEAKINS with Marry and pick up and Mc Dowell with thrill, rush and
sprint, with this in Indian market, where was no competition
previously, a cutthroat competition and high voltage adveising was
on. In 1988 Govt.
Soft drink was started with idea of quenching the thrust of
persons during raveling Coke incorporation had multifold under
living through while initiating this product which is as follows: 1
Availability of pure, disinfected and tasty water at remote
place.
2 The carbonated water helps digestion and can be prescribed
through doctors.
Page 4
ABPL FAIZABAD 3. It found a lot of acceptance at public
conference, id parties, casual gathenng among the non-drinker of
hard drinks such beer.
The credit of popularizing soft drink goes to oca the soft drink
have become so popular that no longer they are quenching thirst,
but it looks as if the are taken as habits
Name Launche Discontinued d YearCoca1886 Cola CocaCola 1985
Notes
Page 5
ABPL FAIZABAD Cherry Still available in: American Samoa,
Austria,
Australia, Belgium, Brazil, China, Denmark, Federation of Bosnia
and Herzegovina, CocaCola with 2001 Lemon 2005 Finland, France,
Germany, Hong Kong, Iceland, Korea, Luxembourg, Macau,
Malaysia, Mongolia, Netherlands, Norway, Philippines,
Reunion,
Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan,
Tunisia, United States, and West Bank-Gaza Still available in:
Austria, CocaCola Vanilla 2007 of 2007 by popular demand CocaCola
C2 2004 2007 Was only available in Japan, Canada, and the United
2002 2005 Germany, Australia, Hong Kong, China, South
Africa, New Zealand (600ml and 350 ml only) and Russia It was
reintroduced in June
Page 6
ABPL FAIZABAD States. CocaStill Cola with 2005
Belgium,Singapore. Lime CocaCola June 2005 Raspberr y Only
available in Federation Coca2005 Cola M5 Germany, Italy, Spain,
Mexico and Brazil CocaCola Was Black Cherry Vanilla Only available
in the United States, Coca2006 Cola Blk of Bosnia and Herzegovina,
Bulgaria and Lithuania CocaCola 2006 Only available in Federation
of Bosnia and Herzegovina, Beginning of 2008 Czech Republic,
Federation France, Canada, 2006 Middle of 2007 Coke in June of 2007
replaced by Vanilla of Bosnia and Herzegovina, End of 2005 Zealand.
Was only available in New available in
Page 7
ABPL FAIZABAD Citra CocaCola 2006 Light Sango CocaOnly Cola
Orange 2007 Kingdom available in United Belgium. Only available in
France and New Zealand and Japan.
Page 8
ABPL FAIZABAD Returned to India in 1993 after a gap of 16 years
giving a new thumbs up to the Indian Soft Drink Market. In the same
year, the Company took over ownership of the nation's top softdrink
brands and bottling network. No wonder, our brands have assumed an
iconic status in the minds of the consumers. A Healthy Growth To
The Indian Economy
Ever Since, Coca-Cola India has made significant investments to
build and continually consolidate its business in the country,
including new production facilities, waste water treatment plants,
distribution systems and marketing channels. Dr. John Stith
Pemberton for the first time produced
Coca-Cola India is among the countrys top international
investors, having invested more
the syrup for Cocathan US$ 1 billion in India within a decade of
Cola on May 8, its presence and further pledged another US$ 100
million in 2003 for its 1886 operations.
A
Pure
Commitment
to
The
Indian
Economy
The Company has not only shaked up the Indian carbonated drinks
market, and given consumers the pleasure of world-class drinks to
fill up their hydration, refreshment & nutrition needs but has
also been instrumental in giving an exponential growth to job
opportunities. Creating Enormous Job Opportunities
Page 9
ABPL FAIZABAD With virtually all the goods and services required
to produce and market Coca-Cola being made in India, the business
system of the Company directly employs approximately 6,000 people,
and indirectly creates employment for more than 125,000 people in
related industries through our vast procurement, supply and
distribution system.
The vast Indian operations comprises 25 wholly-owned-
company-owned bottling operations and another 24 franchisee-owned
bottling operations. That apart, a network of 21 contract-packers
also manufactures a range of products for the Company.
On the distribution front, 10-tonne trucks, open-bay
three-wheelers that can navigate the narrow alleyways of Indian
cities constantly keep our brands available in every nook and
corner of even the countrys remotest areas. These are only some of
the facts that speak about our commitment to the growth of the
Indian Economy. Naresh Chandra (Chairman): Former Ambassador of
India to the US during the trying times of Comprehensive Test Ban
Treaty, dealing with the Nuclear Tests. Recently, he headed the
Government of India committee on Corporate Governance. Other
offices held by him include Governor of Gujarat, senior advisor to
the Prime Minister. In 1990 he became Cabinet Secretary, the
highest post in the Indian Civil Service. General V.P. Malik
(Retd): General Malik is the Former Chief of Indian Army, a force
of over 1.1 million IABPage 10
Members
inspecting
a
community project.
ABPL FAIZABAD people. He oversaw intensified anti-terrorist
operations in Jammu and Kashmir and North East India. He was
awarded the Ati Vishista Seva Medal in 1986 as well as the Param
Vishista Seva Medal, the highest national award for distinguished
services in India in 1996.
He is a member of the National Security Advisory Board and
Honorary Advisor to the Centre for Policy Research, New Delhi.
Deepak Parekh: Chairman & Managing Director, HDFC, Indias
largest housing finance company with a balance sheet size of US
billion. Parekhs vision is to make HDFC the GE Capital of India. In
recent years he has been the unofficial crisis consultant to the
Government of India. He has been member on the Malhotra Committee
on Insurance Reforms, Narasimham Committee on Banking Reform,
Infrastructure task force of the Prime Ministers office, chalked
out the rescue plan for UTI and was involved in resolving
contentious issues on Telecom Licensing. S M Datta: Eminent
Management professional, Mr. Datta was formerly Chairman of
Unilever in India (1990-1996). He has participated in various
committees of the Government of India in areas of Science and
Technology, and Food Processing. Currently, Mr. Datta is chairman
of Castrol India Limited, Phillips India Limited & Tata TD
Waterhouse Company Private Limited.
He is a former president of Associated Chamber of Commerce and
Industry, Council of EU Chambers of Commerce in India and former
president of Bombay Chamber of Commerce and Industry.
Page 11
ABPL FAIZABAD Mr. N K Singh: Is a retired IAS Officer and has
held several important positions in the Central and State
Government, including that of Additional Secretary Economic
Affairs, Revenue Secretary, Expenditure Secretary, Secretary to the
Prime Minister as his main Economic Advisor and Member-Planning
Commission, in charge of overall macro economic policies, medium
term economic strategy and infrastructure. Sunil Munjal: Managing
Director, Hero Group, heads the worlds largest manufacturer of two
wheelers. He is head of Confederation of Indian Industries -
Economic Affairs Committee, and represents the business viewpoint
as member of several committees of the Government of India. Amjad
Ali Khan: Eminent Musician. Hailed as One of 20th centurys greatest
masters of the Sarod: Songlines World Music Magazine, UK 2003. He
is a recipient of Padma Vibhusan (highest civilian award),
Born In A Kettle Charming The World Forever John Stith Pemberton
first introduced the refreshing taste of Coca-Cola in Atlanta,
Georgia. It was May of 1886 when the pharmacist concocted a
caramel-coloured syrup in a three-legged brass kettle in his
backyard. He first "distributed" the new product by carrying
Coca-Cola in a jug down the street to Jacobs Pharmacy. For five
cents, consumers could enjoy 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." John Pemberton s partner and
Page 12
ABPL FAIZABAD bookkeeper, Frank M. Robinson, suggested the name
and penned "Coca-Cola" in the unique flowing script that is famous
worldwide today. Mr.Robinson thought "the two Cs would look well in
advertising." In 1886, sales of Coca-Cola averaged nine drinks per
day. Know About Our Global Bottling System Today, our products
reach consumers and customers around the world through a vast
distribution network made up of local bottling companies. These
bottlers are located around the world, and most are independent
businesses. Using syrups, concentrates and beverage bases produced
by The Coca-Cola Company, our global bottling system packages and
markets products, then distributes them to more than 14 million
retail outlets worldwide.The Coca-Cola Company is committed to
assisting its bottlers with the functions of an efficient bottling
operation and initiating quality systems to ensure the highest
quality products for our consumers.
Coca-Cola Gets the First Change of Taste in 1886 In 1985, a new
cola emerged from laboratory research. Through internal evaluations
and thousands of blind taste tests, consumers said they preferred
it over both Coca-Cola and its primary competition. As a result, in
April 1985, the Company proudly introduced the new taste of Coke -
the first change in the secret formula since the product was
created in 1886.
Page 13
ABPL FAIZABAD
Page 14
ABPL FAIZABAD PORTANT LANDMARKS OF COMPANY
Page 15
ABPL FAIZABAD
The worlds favorite soft drink. The worlds most valuable brand.
The most recognizable word across the world afterU.K Coca-Cola has
a truly remarkable heritage. From a humble beginning in 1886, it is
now the flagship brand of the largest manufacturer, marketer and
distributor of non-alcoholic beverages in the world. In India,
Coca-Cola was the leading soft-drink till 1977 when govt. policies
necessitated its departure. Coca-Cola made its return to the
country in 1993 and made significant investments to ensure that the
beverage is available to more and more people, even in the remote
and inaccessible parts of the nation. Coca-Cola returned to India
in 1993 and over the past ten years has captured the imagination of
the nation, building strong associations with cricket, the thriving
cinema industry, music etc. Coca-Cola has been very strongly
associated with cricket, sponsoringthe World Cup in 1996 and
various other tournaments, including the Coca-Cola Cup in Sharjah
in the late nineties. Coca-Colas advertising campaigns Jo Chaho Ho
Jaye and Life ho to Aisi were very popular and had entered the
youths vocabulary. In 2002, Coca-Cola launched the campaign Thanda
Matlab Coca-Cola which sky-rocketed the brand to make it Indias
favorite soft-drink brand. In 2003, Coke was available for just Rs.
5 across the country and this pricing initiative together with
improved distribution ensured that all brands in the portfolio grew
leaps and bounds.
MAAZA
Page 16
ABPL FAIZABAD
Maaza was launched in 1976. Here was a drink that offered the
same real taste of fruit juices and was available throughout the
year. In 1993, Maaza was acquired by Coca-Cola India. Maaza
currently dominates the fruit drink category. Over the years, brand
Maaza has become synonymous with Mango. This has been the result of
such successful campaigns like "Taaza Mango,Maaza Mango" and "Botal
mein Aam, Maaza hain Naam". Consumers regard Maaza as wholesome,
natural, fun drink which delivers the real experience of fruit. The
current advertising of Maaza positions it as an enabler of fun
friendship moments between moms and kids as moms trust the brand
and the kids love its taste. The campaign builds on the existing
equity of the brand and delivers a relevant emotional benefit to
the moms rightly captured in the tagline "Yaari Dosti Taaza
Maaza".
Page 17
ABPL FAIZABAD
THUMS UP
Thums Up is a leading carbonated soft drink and most trusted
brand in India. Originally introduced in 1977, Thums Up was
acquired by The Coca-Cola Company in 1993. Thums Up is known for
its strong, fizzy taste and its confident, mature and uniquely
masculine attitude. This brand clearly seeks to separate the men
from the boys.
Page 18
ABPL FAIZABAD
LIMCA
Limca, the drink that can cast a tangy refreshing spell on
anyone, anywhere. Born in 1971, Limca has been the original thirst
choice, of millions of consumers for over 3 decades. The brand has
been displaying healthy volume growths year on year and Limca
continues to be the leading flavour soft drink in the country. The
success formula? The sharp fizz and
Page 19
ABPL FAIZABAD lemoni bite combined with the single minded
positioning of the brand as the ultimate refresher has continuously
strengthened the brand franchise. Limca energizes, refreshes and
transforms. Dive into the zingy refreshment of Limca and walk away
a new person.
SPRITE
Worldwide
Page 20
ABPL FAIZABAD
Sprite is ranked as the No. 4 soft drink &is sold in more
than 190 countries. In India, Sprite was launched in year 1999
& today it has grown to be one of the fastest growing soft
drinks, leading the Clear lime category .Today Sprite is perceived
as a youth icon. Why? With a strong appeal to the youth, Sprite has
stood for a straight forward and honest attitude. Its clear crisp
refers hingtaste encourage the today's youth to trust their
instincts, influence them to be trueto who they are and to obey
their thirst.
FANTA
Page 21
ABPL FAIZABAD
Fanta - The 'orange' drink of The Coca-Cola Company, is seen as
one of the favorite drinks since 1940's. Fanta entered the Indian
market in the year 1993. Over the years Fanta has occupied a strong
market place and is identified as "The Fun Catalyst". Perceived as
a fun youth brand, Fanta stands for its vibrant color, tempting
taste and tingling bubbles that not just uplifts feelings but also
helps free spirit thus encouraging one to indulge in the moment.
This positive imagery is associated with happy, cheerful and
special times with friends.
Page 22
ABPL FAIZABAD
KINLEY WATER
Page 23
ABPL FAIZABAD
LOGO AND QUANTITY OF COLA COLA BRAND COCA COLA
THANDA MATLAB COCA- COLA JO CHAHE HO JAYE COCA-COLA ENJOY SAR
UTHA KE PIYOPage 24
ABPL FAIZABAD It is available in 1. 200 ml bottle 2. 300 ml
bottle 3. 600 ml pet. 4. 2000 ml pet
THUMS UP
I WANT MY THUNDER"
Page 25
ABPL FAIZABAD "THUMS UP TASTE THE THUNDER" In market it is
available in different volumes. 1. 200ml bottle 2. 300ml bottle 3.
600ml pet 4. 2000ml pet
LIMCA
Page 26
ABPL FAIZABAD JUST TAKE IT EASY It is available in different
volumes. 1. 200ml bottle 2. 300ml pet. 3. 500+100ml pet. 4. 2000 ml
pet.
FANTA
Page 27
ABPL FAIZABAD
KUCH BH1 HO SAKTA HAI MASTI KA APNA TASTE In the market it is
available in. 1. 2. 3. 4. 200ml bottle 300ml bottle 500+100ml pet.
2 000ml pet.
Page 28
ABPL FAIZABAD
SPRITE
"DHIKAWE PE MAT JAO APNI AKHAL LAGAO It is available in: 1.
200ml bottle 2. 300mlpet. 3. 500+100ml pet. 4. 2 It pet.
Page 29
ABPL FAIZABAD
MAAZA
"BOTTLE ME AAM MAAZA HAI NAAM It is available in market:1. 200ml
bottle 2. 250ml bottle 3. 500+100ml pet. 4. 1250ml pet.
Page 30
ABPL FAIZABAD
KINLEY WATER
Page 31
ABPL FAIZABAD
Page 32
ABPL FAIZABAD 1886 1904 1905 1906 1917 1922 1925 1926 1929 1932
1938 1939 1942 Drink Coca Cola Delicious and Refreshing Coca Cola
Revives and Sustains The Great National Temperance Drink Three
Million A day Thirst Known No Season Six Million A Day Around The
Corner From Everywhere The Pause That Refresh. Ice-Cola Sunshine
The Best Friend Thirst Ever Had Coca Cola Goes Along Whenever You
Are, Whatever You Do, Wherever You May Be, when You Think Of
Refreshment, Thick Of Ice-Cold COCA COLA 1942 1956 1957 1958 1959
1963 1970 1971 1975 The Only Thing Like Cola 1111 Coca Cola Making
Good Thing Taste Better Sign Of Good Taste The Cola, Crisp Taste Of
Coke Be Really Refreshed Things Go Better With Coke Its The Real
Thing Id Like To Buy The World A Coke Look Up America
Page 33
ABPL FAIZABAD 1976 1979 1982 1985 Coke Adds Life Have A coke And
A Smile Coke Is It! We Have Got A Test For You (Coca cola And Coca
Cola Classic) Americas Real Choice 1986 1989 1990 1993-98 2000-02
2004 2005 2006 2007 2008 2009 Catch The Wave (Coca Cola) Red White
& You (Coca Cola Classic) Cant Beet The Feeling Cant Beet The
Real Thing Always Coca Cola Thanda Matlab Coca Cola Piyo Thanda
Jiyo Thanda Piyo Thanda Jiyo Thanda Make it Real The Coke Side of
Life. The Coke Side of Life Brrrrr
Page 34
ABPL FAIZABAD
PRINCIPLES OF COCA-COLA INDIA
We will conduct ourselves and business activates with the
highest standard of honestly integrity, and professionalism.
We will recognize the positive contributions that we make
individual and team member to produce our business success.
We will recognize the positives contribution that we makes
individual and term member to produce our business success.
We will encourage a learning environment where the people can
constantly grow developed and contribute.
We will strive for excellence and seek continue improvement in
everything we do.
Page 35
ABPL FAIZABAD We will respect the entire stake holder, including
employees and suppliers and instill them with a person to deliver
the highest employees and suppliers and instill them with a passion
to deliver the highest quality good and services.
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.Page 36
ABPL FAIZABAD More than a billion times every day, consumers
choose our brand of refreshment because Coca-Cola is...
The Symbol of Quality Customer and Consumer Satisfaction A
Responsible Citizen of the World
Page 37
ABPL FAIZABAD
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 Consumers across the globe choose our brand
of refreshment more than a billion times every day because
Coca-Cola is... The Symbol of Quality Customer and Consumer
Satisfaction A Responsible Citizen of the World Coca cola quality
is better comperison than other soft drink like Pepsi Coca cola is
famous only for his quality and brand 3 AS FORMULA OF COCA-COLA 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:Page 38
ABPL FAIZABAD 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.
Page 39
ABPL FAIZABAD
MARKETING MIXMarketing mix of any organization consists of 4 Ps.
Product, price, place and promotion having its own significance,
that varies from one organization to the other. In coca cola the
information about all the 4 Ps that can be summarized as
follows:
PRODUCT: Product mix of coca-cola consists of the various brand
packs and flavor given in the table. Product strategy of the
coca-cola is to promote all brands available in the brand packs and
to introduce the product in new flavor is also introduced.
PRICE: Regarding the pricing policy or the price to the
distributor is not disclosed to me, but as done for the different
product of the company, company has priced the product same as that
of its major competitor or the market leader.
Page 40
ABPL FAIZABAD PLACE: the coca-cola company in India is governed
from its corporate office located at Gurgaon in Haryana. It governs
the working of five zones covering whole India these zones are
north zone , eastern zone , western zone , southern zone and Andhra
Pradesh zone . These zones are divided in to various. Plant, which
govern the area assigned to them. The area is the various
distribution centers called distributors and C&F agents. Then
come the retailers / customer for the companys product.
They receive goods from distributor and c & f agent. Finally
consumer is there, having the product from the consumers shops or
delivered to their home, it is more clearly visible through this
chart. The coca-cola company, which gave its reach to the mouth of
billion of people all around the world having a wide distribution,
network. In India, the pace and Speed at which coca-cola has
widened its business is really amazing. Distribution network is the
biggest strength of the company.
PROMOTION: this past of the marketing is playing a very vital
and important role in the current situation in India. Looking at
the competition and promotion and advertising budget of both the
companies coca-cola and Pepsi, one can easily estimate the
importance of this. The promotion mix of coca-cola is divided in to
top line promotion and below the line promotion.
Top line promotion includes the promotion designed and done by
the companys corporate office of Gurgaon and the office of Bombay
T.V ads , design of banner , and other p-s done
Page 41
ABPL FAIZABAD by the company simultaneously all around India
with no difference in designs etc fall in this category .
Below the line promotion includes the promotion schemes,
publicity material, POS display done by the company from zonal,
plant, sale manager and area sales manager level. At the sales
manager and area sales manager level the promotion done exclusively
for the cities in their respective area and other POS display.
MEDIA OF ADEVERTISMENTPage 42
ABPL FAIZABAD 1. In shop media-Banners, Hangings, Danglers,
Painted Sign 2. Out door media Poster Holding, Umbrella, Glow
Shine, Wall Painting 3. Board cast media Television & Radio 4.
Non board media Video & closed circuit, T.V., Movies 5. Print
media Newspaper & Magazines 6. Vehicular media Buses, Taxi
& auto, Rickshaws, Private Vehicles. 7. Specialty media
T-Shirts, Stickers, Badges, etc
Page 43
ABPL FAIZABAD
LOCAL COMPETITORSPepsi is often second to Coke in terms of
sales, but outsells Coca-Cola in some localities. Around the world,
some local brands do compete with Coke. In South and Central
America, Kola Real, known as Big Cola in Mexico, is a fast growing
competitor to Coca-Cola.[35] On the French island of Corsica,
Corsica Cola, made by brewers of the local Pietra beer, is a
growing competitor to Coca-Cola. In the French region of Bretagne,
Breizh Cola is available. In Peru, Inca Kola outsells Coca-Cola.
However, The Coca-Cola Company purchased the brand in 1999. In
Sweden, Julmust outsells Coca-Cola during the Christmas season.[36]
In Scotland, the locally-produced Irn-Bru was more popular than
Coca-Cola until 2005, when Coca-Cola and Diet Coke began to outpace
its sales.[37] In India, Coca-Cola ranked third behind the leader,
Pepsi-Cola, and local drink Thums Up. However, The Coca-Cola
Company purchased Thums Up in 1993.[38] As of 2004, Coca-Cola held
a 60.9% market-share in India.[39]
Tropicola, a domestic drink, is served in Cuba instead of
Coca-Cola, in which there exists
a United States embargo. Mecca Cola and Qibla Cola, in the
Middle East, is a competitor to Coca-Cola. In Turkey, Cola Turka is
a major competitor to Coca-Cola. In Iran and also many countries of
Middle East, Zam Zam Cola and Parsi Cola are major competitors to
Coca-Cola. In some parts of China, Future cola or can be bought. In
Slovenia, the locally-produced Cockta is a major competitor to
Coca-Cola, as is the inexpensive Mercator Cola, which is sold only
in the country's biggest supermarket chain, Mercator. In
Madagascar, Classiko Cola, made by Tiko Group, the largest
manufacturing company in the country, is a serious competitor to
Coca-Cola in many regions. On the Portuguese island of Madeira,
Laranjada is
Page 44
ABPL FAIZABAD the top selling soft drink. In the UK Coca-Cola
stated that Pepsi was not its main rival, but rather Robinsons
drinks. PRODUCT BRANDS OF COKE & PEPSI ARE AS FOLLOWS
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
Page 45
ABPL FAIZABAD
COMPARATIVE MARKET SHARE OF PEPSI & COKE IN FAIZABAD AND
AYODHAYA-
FAIZABAD
Area Faizabad
Share of Coca-Cola (%)
Share of Pepsi (%)
Maqbara
92
8
NakaHanumangari
90
10
Naveen mundi
89
11
Page 46
ABPL FAIZABAD Bus Station 88 12
Total in Faizabad
85
15
Ayodhaya
Page 47
ABPL FAIZABAD
Area Ayodhaya Ramjanam Bhomi Hanumangari Srigharghat Railway
Station Raiganj Nayaghat Kagiyana Dantdhawan kund 100 100 95 97 98
96 100 95
Share of Coca-Cola (%) 0 0 5 3 2 4 0 5
Share of Pepsi (%)
Total in Ayodhaya
95
5
Page 48
ABPL FAIZABAD
Page 49
ABPL FAIZABAD
Bus station in Faizabad12%
coca cola pepsi
88%
Page 50
ABPL FAIZABAD
Total in Ayodhaya5% 6%
PEPSICOCA-COLA95%
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ABPL FAIZABAD
Naya Ghat4%
PEPSICOCA-COLA96%
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ABPL FAIZABAD
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ABPL FAIZABAD
Total in Faizabad15%
5%
PEPSICOCA-COLA85%
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ABPL FAIZABAD
AYODHAYA
Railway Station in Ayodhaya 10090 80 70 60 50 40 30 20 10 0 1st
Qtr97% 3%
PEPSI COCA-COLA
COCA COLA PEPSI
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ABPL FAIZABAD
FAIZABAD
90 80 70 60 50 40 30 20 10 0 COCA COLA PEPSI
1st QtrPage 56
ABPL FAIZABAD
STRENGTH
Very good image in consumer mind through international brand.
Thumps-up has its own brand value. Excellent Management.Page 57
ABPL FAIZABAD Aggressive Marketing. Financially Sound. Globally
known brand in soft drink. Availability in various flavors. Best
quality product. Similar test of soft drinks wordwide.
WEAKNESS
Improper supply. Lack of advertisement. Lack of scheme and
credit facilities. Short supply in peak season. Rates are not
fixed. Lack of target scheme. Lack of motivation. No proper supply
of sales generating assets i.e. Fridge. Improper service regarding
maintenance of breakdown fridges. Lack of scheme and offer of the
Company.
Page 58
ABPL FAIZABAD Improper supply in the Market.
OPPORTUNITIES Company should improve market in rural areas
because in rural area people do not know soft drink properly and
they say only Thanda dena. Young generation should be targeted.
Company can provide credit facilities and scheme that may ease for
retailers.
Chilling facilities should improve because selling depends upon
chilled drink. To motivate new Retailers to increase sales.
To Increase the behavior from the Retailers
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ABPL FAIZABAD
THREATS The main threat of Coca Cola Company is its archrival
Pepsi. Aggressive marketing and advertising of Pepsi. New emerging
brand like Dew. Rumours like Contamination of pesticides in soft
drinks. Spread of Duplicate soft drink in the market at the name of
coca-cola by few pirates.
Increasing use of fertilizers and pesticides by farmers. Oppose
of soft drinks in India by some social gurus like Swami Ramdev.
BIBLIOGRAPHY
Page 60
ABPL FAIZABAD 1- Marketing Research 2- Research Methodology 3-
Marketing Management WEBSITES :
- Harper W. Boyd - By C.R. Kothari - By Philip Kotler
www.coke.com www.coca-cola.com www.tropicana.com
WWW.CoCA-COLA.co.in
http://WWW.Coca-cola.com/ourcompany/index.html
http://WWW.coca-cola.com/brands/brands coca-coal.html.
Magazine Business World Business Today
Newspaper Times of India
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ABPL FAIZABAD
RESAERCH METHODOLOGY Introduction Research is the comment
praline refers to a search for knowledge. It is scientific and
systematic search for parturient information on a specific topic.
In fact Research is an Art of scientific investigation. The data
can be collected from the primary source and secondary sources. A
major strength of survey research is its wide scope. I have
received detail information by conduction the survey with area
sample method from the population of Faizabad city. Type of
Research Method of Research : Sampling Method Sample Unit Sample
Size Nature of research : Descriptive Research Design
Data Collection Method : : : : Random Sampling Retailers in
FAIZABAD 250 samples Exploratory method of research
Proposed methodology for the project is as follows: Defining the
project objectivePage 62
ABPL FAIZABAD Selection of the data collection method Selection
of the method of the analysis Data collection Data analysis
Reporting
SAMPLE DESIGN A sample design is a definite plan for obtaining a
sample from a given population. It refers to the techniques or the
procedure the research would adopt in selecting items for the
sample. Sample design may as well lay down the number of items to
be included in sample i.e. the size of sample. Sample design is
determined before data are collected.
MEANING OF SURVEY
S U R V E
Search Utilization Recourses Visualization Electorate
Page 63
ABPL FAIZABAD Y Yield
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ABPL FAIZABAD
CHANNELS FOR CONSUMER GOODS Distribution channels for consumer
goods allow producers to be as close to or as far removed from the
consumer as they desire. The full range of consumer goods
distribution channels is displayed in Exhibit 13-2. The strategic
decision making associated with the choice of a channel is
discussed later in this chapter. For now, a description of the
nature of these consumer channels will suffice. Insert Exhibit 13-2
here.
Page 65
ABPL FAIZABAD CHANNEL 1: PRODUCER DIRECT TO CONSUMER In a
channel where a product is distributed directly to the consumer, a
producer assumes the responsibility for performing all the
exchange, physical supply, and facilitating functions needed to
complete a transaction. Since a producer accepts responsibility for
these functions for a large number of consumers who typically buy
in small quantity, it is easy to see why this channel design
generally has the highest marketing costs. Activities that must be
provided but which also contribute to the costly nature of this
channel are: Building and maintaining a large and well-supervised
sales staff. Building and maintaining extensive systems for storage
and inventory control to make prompt delivery to many different
customers. Assuming the risk of financing. Producers may decide
that increased effectiveness of dealing directly with the consumer
is worth the increases in cost that are incurred with this channel
design. In directly selling to end users, producers can realize the
following advantages: More aggressive, concentrated, and controlled
selling effort. Closer contact with the customer making it easier
to determine the needs of the customer. The opportunity to control
the provision of technical information, proper installation, and
service after the sale. Elimination of the margins that normally
accrue to intermediaries in the channel. One of the best examples
of a company that has successfully used this channel design to sell
to consumers is Dell Computer. While Dell sells to business buyers
as well, a
Page 66
ABPL FAIZABAD substantial portion of the companys gross revenues
comes from consumers who directly contact the company through a
toll-free phone number. Dell has had to carefully develop this
channel option in order to make it work. First, Dell keeps
manufacturing costs low so it can sell at a price low enough for
consumers to feel the risk of buying a computer by phone is offset
by the low price. Second, the company maintains almost no inventory
because
assembly of a computer begins after an order is received. Third,
Dell has built a highly sophisticated shipping facility to deal
with the thousands of orders that must be expedited on a monthly
basis. Finally, a large staff is maintained to deal with customers
technical problems after the purchase. The companys technical
support hotline claims to solve 90 percent of reported problems
within six minutes. If customers need detailed system information,
Dell operates a toll-free TechFax line, which provides responses 24
hours a day, seven days a week. With all these mechanisms carefully
designed to provide the functions normally provided by
intermediaries, Dell can successfully use a channel that sells
directly to the household consumer.
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ABPL FAIZABAD
CHANNEL 2: PRODUCER TO RETAILER TO CONSUMER Some producers find
it desirable and feasible to bypass the wholesale level in the
channel and deal directly with retailers. This channel is
especially preferred when producers want greater control over the
handling of their products. The need for closer control usually
occurs if the product is perishable, has seasonal demand, or is a
fashion item. A producer may also prefer direct contact with
retailers for strategic reasons as well. With products of high unit
value, such as pianos, fine jewelry, or industrial machinery, the
profit margin in each unit is usually large enough to easily cover
the overhead costs of selling directly to the retailer. Aside from
the control issue and the ability to finance such a relatively
direct approach to distribution, the factors that encourage direct
selling to retailers are: The products of a single manufacturer
constitute a substantial part of the retailers stock, and economies
of scale in selling and shipping can be realized.
The retailers are large enough to take over the functions
normally performed by wholesalers in the channel.
Products that require installation and/or replacement parts that
need to be stocked often incur unique demands from each buyer thus
necessitating closer contact.
Page 68
ABPL FAIZABAD The product is large, bulky, or heavy and more
direct distribution may reduce shipping costs. By relying on their
own sales forces rather than using wholesalers to represent them,
producers know they will receive the concentrated effort desired. A
producer will not have to compete with other products in a
wholesalers line including, perhaps, the wholesalers own private
label items. Additionally, when a producers sales representative
visits a retail outlet, an opportunity arises to build goodwill.
The sales force can also pass on important sales information and
help maintain point-of-purchase displays. This channel design
facilitates cooperative advertising and promotional campaigns
between the producer and the retailer without wholesaler
intervention. The close contact can be used as a means to resolve
difficulties and promote better cooperation. The motivation for
bypassing wholesalers in the channel comes not only from producers,
however. Often, large retailers can assume a power position in the
channel and dictate the channel structure. Large retailers like
Sears, Kmart, Wal-Mart, and Zellers may be able to perform the
buying and bulk breaking functions more efficiently than most
wholesalers because of their large volume purchase capability. As
such, these large retailers may be able to increase profit margins
by dealing directly with manufacturers in selected product areas.
The disadvantages and risks of this channel design must be fully
recognized. Typically, producers must be willing to accept that
dealing directly with retailers entails:
Page 69
ABPL FAIZABAD Higher selling costs and order processing costs in
dealing with a large number of individual retail accounts rather
than a small number of wholesale accounts (see Exhibit 13-1).
Bearing the risks of credit extension and financing.
Accepting the responsibility for physical distribution of goods
in small lots to many locations. Maintaining storage facilities and
inventories. The foregoing conditions simply reflect that if a
producer chooses to eliminate wholesalers from the channel, then
many of the functions performed by wholesalers must be performed by
the producer. The attempt can be made to push some of the
responsibilities down to the retail level, like storage and
inventory, but retailers may be illequipped or unwilling to assume
more channel responsibilities.
CHANNEL 3: PRODUCER TO WHOLESALER TO RETAILER TO CONSUMER This
is by far the most widely used channel of distribution for consumer
goods. In fact, it is commonly referred to as the traditional or
customary channel. Despite its
popularity, it rarely represents the sole channel used by
producers to reach their household consumers. Most manufacturers
exercise the right to sell directly to large chains or large
individual retailers. The reason the channel is the predominant
choice, however, is that such a structure takes full advantage of
specialization and the benefits of economies of scale that
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ABPL FAIZABAD often result from specialization. As discussed
earlier, when wholesalers and retailers develop specialized
facilities and business practices at their level in the channel,
each can perform distribution functions more efficiently than any
participant trying to perform those same functions from a different
level in the channel. Customer satisfaction is greatly enhanced
when a specialist performs the needed functions at the wholesale
and retail level.
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ABPL FAIZABAD
CHANNEL 4: PRODUCER TO AGENT TO WHOLESALER TO RETAILER TO
CONSUMER This is the longest of the consumer channels in that it
enlists the services of the most participants. In this channel
structure, agents or brokers are used to contact wholesalers. The
primary function of the agents or brokers is selling. Agents and
brokers have been most useful to producers who are not large enough
to support their own sales representatives. Additionally, some
producers use agents and brokers because they prefer to concentrate
the companys resources on production and give the marketing
responsibility to external facilitators. CHANNEL 5: PRODUCER TO
AGENT TO RETAILER TO CONSUMER This channel is frequently used in
the clothing industry and in other industries characterized by a
large number of small manufacturers who use agents to call on large
retail chains. Many items in supermarkets are sold through food
brokers, which is a special type of channel agent. Many nonfood
items that require more promotional efforts than are typically
provided by food wholesalers are handled by these agents. For
manufacturers whose product lines are too limited to support a
corporate sales force, they can enlist the services of agents who
serve several manufacturers.
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ABPL FAIZABAD
CONSUMER MARKETING CHANNEL
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ABPL FAIZABAD
After completing this survey I was able to find out following
points. There is lots of confusion in the thought of consumers
related to brands of soft drinks.
Page 74
ABPL FAIZABAD There are lots of similarities in the product of
both manufacturing companies.
But when we analyze market share of both the companies, coca
cola has an edge to Pepsi in Faizabad with the ratio of 61:39
i.e.(61% Coca Cola, 39% Pepsi). It was observe that the market
share of Coca Cola is for better in comparison
to Pepsi in Faizabad. TPM standards are not followed by
distributers and retailers
properly. Distributers do not keep inventory in chronological
order. Some distributers keep inventory in sun light. Due to lack
of sine boards retailers are forced to display coke
products in sun light. It was found that DEW in the market
generated new challenge to Coca Cola
. Among the Coca Cola products PET availability and demand was
maximum
for Thumsup &Sprite. Response of retailers is very bad in
few areas. It was found that Coca Cola product like Fanta, Limca,
Sprite were not
available in few area.
Page 75
ABPL FAIZABAD In Juice availability it is found that Maaza in
more acceptable than Slice of Pepsi in Faizabad. 250 ml bottle of
Maaza are found in many sub-area but not greater than 600ml or
1000ml. 600ml & 1200ml is founded near about every sub-area.
There is a lack of supply in almost every region in got season.
Availability of Coke brands is more than Pepsi. Channel of
distribution of Coke is more intense than that of Pepsi. I show a
Faizabad I found 85% people take Coca Cola and 15% Pepsi . Status
of Coke outlets is more than mixed (Pepsi &Coke both). Eatery
outlets are found more than the outlets of other category such as
convenience, dhaba, grocery, hotel and others. Filled stock of Coke
is more than Pepsi. Different types of grapevine are in
hierarchical level.
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ABPL FAIZABAD
Page 77
ABPL FAIZABAD RECOMMENDATIONS AND SUGGESTIONS
The Company should come implement better promotional schemes and
services. Company should frame effective carriage process. The
field staff of company should be more co-operative with our
sellers. The A.S.M. of the company must listen to the problems of
retailers. Proper sales distribution channel should be executed.
The company should provide competitive rates and schemes. Routine
service of the delivery vehicle should be carried out. Company
should frame effective credit policy. Price discrimination should
be avoided. Company should introduce the scheme of extra incentive
to the sale persons on the target quota basis. The company
personnel have to maintain proper supply in the market. Previous
year sales and overall performance of the retailers should be
considered for providing facilities.
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ABPL FAIZABAD
TO MAKE RELATIONSHIPS WITH RETAILERS/AGENCY
HOLDERS/DISTRIBUTORS. Through my survey, I found that it is a
seller market. So it is in the hand of
retailer to enhance the sales of any product. So the company
should motivate or encourage retailers for selling Coca Cola
products. Marketing executive should listen complaints of retailers
and should take
immediately remedial action. Advertisement facilities should
reach to maximum retailers, like- Banners,
Posters, Stand and Board etc. Company should introduce new
scheme of incentives for the sales person on
the target. Sales promotions scheme should be advertise through
newspaper, T.V., etc. Retailers want gifts from company
occasionally or on their performance,
which should be fulfilled time to time. Company should take
remedial action to non-performance agencies. More up graded
chilling facility should be provided.
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ABPL FAIZABAD
The traaning programs like Parivartan (Awareness to Retailers)
should be
organized time to time.
I am a student of MBA I am doing a summer training Project for
academic purpose and it is to be assured to you that all the
informations of this project will keep confidential. COMPARISION
BETWEEN COKA COLA AND PEPSI
NAME DATE
...................................
............................................
Page 80
ABPL FAIZABAD ADDRESS PH.NO
Question1- Whether your refrigerator working properly or not?
Yes No { } { }
Question2- Do you have any problem related to product quality?
Yes No { } { }
Question3- Do you need large refrigerator? Yes No { { } }
Question 4- Products comes in your hand time to time? Yes No { {
} }
Question 5- Route agent tells you scheme related product or
not?
Page 81
ABPL FAIZABAD No Yes { } { }
Question 6- Coke providing right services or not? Yes No { } {
}
Question 7- Which product of Coke is in most demand? Maza Sprite
Thumsup Fanta Coke Other { } { } { } { }
{ } { }
Question 8- Are you satisfied related to route agent
behaviour?
Yes No
{
}
{ }
Page 82
ABPL FAIZABAD Question 9- Which size do you prefer most? 200ml
250ml 300ml 600 ml 2 lt. { { { { { } } } } }
Question 10- Are you satisfied with Coke distribution network?
Yes No { { } }
Question 11- Do you think Coke is batter than Pepsi? Yes No
Question { { } }
12- How many Bottle of Coke you sell in one weak? 200 Bottles
100 Bottles { { { } } }
Less then 200 Bottles
Page 83
ABPL FAIZABAD More then 200 Bottles { }
Question 13- Do you get the offer and scheme of coca cola? Yes
No { { } }
Question 14-
Which company's Refrigerator you have? Coke Pepsi Own { { { } }
}
Question 15-
Which fridge to you have? Company Pepsi { { } }
Question 16- Do you get supply Timely? Yes No { { } }
Question 17- Do you satisfied with companys offer and
scheme?
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ABPL FAIZABAD Yes No { { } }
Question 18- Which types of fridge do you have? VGC { CC FF } {
{ } }
Question 19- What recruitment to the company for increasing the
selling of product? Question 20- Do you want to give any suggestion
and recommendation to the company to increasing the production
?
Signature
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ABPL FAIZABAD
After the analysis of data obtained from research area,
followings are the conclusion which can be drawn The Retailers are
keens to keep the coke brands (Thums up, Coca-Cola, Limca, Sprite,
and Maaza). The more satisfaction level is observed by Coke than
Pepsi. Distribution channel of Coke is stronger than that of Pepsi.
Availability of Coke in retail shops is more than that of Pepsi.
Coke provides expected return to Retailers/Agency
holders/Distributors. Coke is considered to be the most favourable
brands in cold drinks Industry. The Distributors/Agency
holders/Retailers are equipped with all schemes from Coke.
Page 86
