Original SIP Report123

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STUDENTS DECLARATION

Certified that this report is prepared based on the summer internship project

undertaken by me in COCA COLA INDIA from 3rd

May 2010 to 27th

May 2010, under the able guidance ofMs. Nimisha Kulshreshtha in

partial fulfillment of the requirement for award of degree of Master of

Business Administration (MBA-G) from Amity University, Uttar Pradesh.

Date:

Signature Signature Signature

Pulkit Chawla Ms Nimisha Kulshreshtha Professor R. P. Singh

Student Faculty Guide Course Director


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FACULTY CERTIFICATE

Forwarded here with a summer internship report on Market share and Brand

Availability of Coca Cola submitted by PULKIT CHAWLA Enrollment NO.

A7001909112, student of MBA (G) 3rd Semester (2009-2011).

This project work is partial fulfillment of the requirement for the degree of Master

in Business Administration from Amity University Lucknow Campus, Uttar

Pradesh.

Ms. NIMISHA KULSHRESHTHA

AMITY UNIVERSITY,

LUCKNOW CAMPUS

UTTAR PRADESH


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TABLE OF CONTENTS

ACKNOWLEDGEMENT Pg. 5

EXECUTIVE SUMMARY 6

7OBJECTIVE

S

Primary Objectives

Secondary Objectives 7

INTRODUCTION

TO FMCG

INDUSTRY

A Brief Insight: The FMCG Industry In India 8-9

Categories Of FMCG Sector 10

INTRODUCTION

TO BEVERAGE

INDUSTRY

A Brief Insight: The Beverage Industry In India 11-12

COMPANY

PROFILE -COCA

COLA

Muhtar Kent, Chairman and CEO 13-14

ABOUTTHECOMPANY

MISSION 15

VISION 15-16

WINNING CULTURE 16

VALUES 17

FOCUS ON THE MARKET 18

WORK SMART 18

ACT LIKE OWNERS 18

BE THE BRAND 18HISTORY OF

COCA COLAHistory 19

Evolution Of Coca Cola 20-30


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COCACOLAINDIA

Mr. Atul Singh, President and CEO 31

Coca Cola Brings Back The Fizz To The India 32

A Healthy Growth To The Indian Economy 33

A Pure Committment To The Indian Economy 33

Creating Enormous Job Opportunities 33-34

Manufacturing Plant Product Process 35Product Line 36-38

Brands Tagline And Ambassdors 39-40

Competitors 41-42

ADVANCESALESANDSERVICESPVT. LTD.

Organization Structure 43

Distribution Routes 44

Types Of Outlets 45Chain Followed From Manufacturer To Distribution 46

Packaging Details 47

MARKETING

STRATEGIES

OF COCA

COLA

USP 48

Schemes 48

Various Taglines 49-51

SWOT ANALYSIS 52

QUALITY 53

CUSTOMER SERVICE OVERVIEW 54

DID YOU KNOW? 55

RESEARCH

METHODO

LOGY

Research Objectives 56

Research Design 56Data Collection 57Sampling Design 58

DATA ANALYSIS AND FINDINGS 59-68LIMITATIONS 69

SUGGESTIONS 70BIBLIOGRAPHY 71ANNEXURE QUESTIONAIRE 72-73

CV 74

LIST OF FIGURES


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Figure 1

Comparison Between Sensex and BSE FMCG Sector

Figure 2

Segmentation Of Beverage Industry

Figure 3

Evolution Of Coca Cola

Figure 4

Location Of COBO, FOBO and Contract Packaging in India

Figure 5

Organization Structure of Advance Sales and Services Pvt. Ltd.

Figure 6

SWOT Analysis

GRAPHS

Figure 7 Which brand do you sell?

Figure 8

Product Comparison of Coke and Pepsi brands available in RGB and PET bottles

Figure 8.1

In Black Flavor

Figure 8.2 In Orange Flavour

Figure 8.3

In White Flavor

Figure 8.4

In Mango Flavor


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ACKNOWLEDGEMENT

Figure 9

Brands preferred by Customers

Figure 10

You are having Visi Cooler of which Company?

Figure 11

Purity of Visi Cooler is maintained or not

Figure 12

Market Share

Figure 13

Are you satisfied with the distribution network?

Figure 14

Are you aware of all the day to day schemes provided by the

company?

Figure 15

Which company's Advertisement and Publicity level is high inyour opinion?

Figure 16

Daily Sales in Cases

Figure 17

Coca Cola should improve upon

Figure 18

How would you rate Coca Cola?


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I am grateful to the management ofCoca-Cola India (ADVANCESALES AND SERVICES Pvt. Ltd.), for providing me an opportunity towork as a management trainee and helping me to learn about themarket products and consumer perception about beverage productsof Coca-Cola.I am sincerely thankful to my Industry Guide Mr. Vyom Srivastava(RTM Manager),Mr. Lalit Saxena (ASM), Mr. Rishad Rizvi

(Director, VITAL) and Mr. Z. Ansari (Sales Executive, VITAL)under their guidance I have successfully completed this project. Ithank them for their consent, encouragement, and warm responseand for filling every gap with valuable ideas that has made thisproject successful.My heartfelt gratitude also goes out to the staff and employees atAdvance Sales and Services Pvt. Ltd. for having co-operated with meand guided me throughout the two months of my internship period.

I am also grateful to my faculty guide atAmity University, Lucknowi.e. Ms. Nimisha Kulshreshtha (Faculty, ABS) for her regularguidance, support and encouragement throughout my project work.

EXECUTIVE SUMMARY


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Coca Cola has come along way since its beginnings, from selling nine bottles a day to currently

over 800 million.

In this project, we perform a comprehensive audit of Coca-Cola's marketing program and

recommendations developed for future marketing plans. We provide recommendations for Coca-

Cola's marketing efforts as well as product line enhancements, as Coca-Cola faces stiff

competition and changing consumer tastes. These recommendations include:

Pursuing a multi-pronged marketing strategy

Quality of the products should be improved and the ingredients of the products should bementioned on the products so that the consumers might be aware of the products they areconsuming

The company must try to make different brands of Coca-Cola available at every retailoutlet whether it is large or small, otherwise the consumer may go for substitute.

Diversify offerings outside the non-alcoholic beverage market, leveraging the vast

distribution network.

The main objective of this study lies in understanding the organization. This project is based on

information collected from primary and secondary sources. After the detailed study, an attempt

has been made to present comprehensive analysis of Coca cola. For the study we have taken a

sample size of 580 respondents pose non probability sampling technique

This work is carried out through self-administered questionnaires. The questions included wereopening ended, dichotomous and offered multiple choices.

The findings of the activity have been drawn out in form of graphs and suggestions have beenoffered there from.

OBJECTIVES


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The main object of this project is to comprehensively analyze the distribution of Coca-Cola andits strength in market against its rival Pepsi and also aware the shopkeeper about the sale anddisplay of the Cokes brand like Thums-up, Maaza etc.

INTRODUCTION TO FMCG INDUSTRYA BRIEF INSIGHT- THE FMCG INDUSTRY IN INDIA

To find out brand availaibility and market share of Coca Cola

To study the marketing strategies followed by Coca Cola.

To find out any kind of misrepresentation being done bysalesmen or by distributors related to daily sales by makingout their own personal benefits from the discounting system.

To make proposals to minimize the revenue leakages andthis will help the company in saving its funds.

PRIMARYOBJECTIVE

To study the discounting policies of the company.

To know about the different pack sizes being sold by the

company.To find out the outlets where the company is offering highdiscounts.

SECONDARY

OBJECTIVES


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Fast Moving Consumer Goods (FMCG) goods are popularlynamed as consumer packaged goods.Items in this category include all consumables( other than groceries/pulses) people buy at regularintervals. The most common in the list are toilet

soaps, detergents, shampoos, toothpaste, shavingproducts, shoe polish, packaged foodstuff, householdaccessories and extends to certain electronic goods.These items are meant for daily of frequent consumption and have a high return.The Indian FMCG sector is an important contributor to the countrys GDP. The FMCG sector isthe fourth largest sector of Indian economy.

The FMCG market is estimated to treble from its currentfigure in the coming decade.The Indian FMCG sector is the fourth largest sector in theeconomy with a total market size in excess of $13.1 billion.It has a strong MNC presence and is characterized by a well

established distribution network, intense competitionbetween the organized and unorganized segments and lowoperational cost. Availability of key raw materials, cheaperlabor costs and presence across the entire value chain givesIndia a competitive advantage. The FMCG market is set totreble from $11.6 billion in 2003 to $33.4 billion in 2015.Penetration level as well as per capita consumption in mostproduct categories like jams, toothpaste, skin care, hair washetc. in India is low indicating the untapped market potential.Burgeoning Indian population, particularly the middle classand the rural segments, presents an opportunity to makers ofbranded products to convert consumers to branded products.Growth is also likely to come from consumer 'upgrading' inthe matured product categories. With 200 million peopleexpected to shift to processed and packaged food by 2010,India needs around $28 billion of investment in the food-processing industry.In this year when almost all the stocks have been tumbledheavily on the Dalal Street, the one sector which completely

outperformed the market is FMCG. During last 52 weeks theSENSEX has lost by around 53%, while BSE FMCG has just lost

by below 10%.Sensex witnessed strong bull market journey with almost 7 fold gains from 3000 in 2003 to 21000in 2008, the FMCG did not match the Index equivalently but managed to follow the trend byalmost 3.5 times gain for the same period. Now in a bear market scenario, the FMCG is buckingthe trend which is a big sign of relief for investors. Hence we believe FMCG is strong anddefensive sector and one should consider this sector for his portfolio and allocate some portionfor it.


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HLL led the way in revolutionizing the product, market, distribution and service formats of theFMCG industry by focusing on rural markets, direct distribution, creating new product,distribution and service formats. The FMCG sector also received a boost by government led

initiatives in the 2003 budget such as the setting up of excise free zones in various parts of thecountry that witnessed firms moving away from outsourcing to manufacturing by investing in thezones.Though the absolute profit made on FMCG products is relatively small, they generally sell inlarge numbers and so the cumulative profit on such products can be large. Unlike some industries,such as automobiles, computers, and airlines, FMCG does not suffer from mass layoffs every timethe economy starts to dip. A person may put off buying a car but he will not put off having hisdinner.Unlike other economy sectors, FMCG share float in a steady manner irrespective of global marketdip, because they generally satisfy rather fundamental, as opposed to luxurious needs. The FMCGsector, which is growing at the rate of 9% is the fourth largest sector in the Indian Economy and is

worth Rs.93000 crores. The main contributor, making up 32% of the sector, is the South Indianregion. It is predicted that in the year 2010, the FMCG sector will be worth Rs.143000 crores. Thesector being one of the biggest sectors of the Indian Economy provides up to 4 million jobs.(Source:HCCBPL, Monthly Circular, March)

FIGURE 1


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The FMCG sector consists of the following categories:

PERSONAL

CARE

Oral care, Haircare, Wash(Soaps),Cosmetics andToiletries,Deodorants andPerfumes, Paperproducts(Tissues, Diapers,Sanitaryproducts) and

Shoe care;. The major

players being;Hindustan LeverLimited, GodrejSoaps, Colgate,Marico, Daburand Procter &Gamble.

HOUSEHOLD

CARE

Fabric wash(Laundry soapsand syntheticdetergents),Householdcleaners(Dish/Utensil/Floor/Toiletcleaners), Airfresheners,Insecticides and

Mosquitorepellants, Metalpolish andFurniture polish.

The majorplayers being;Hindustan LeverLimited, Nirmaand RicketColman.

BRANDED AND

PACKAGED

FOODS ANDBEVERAGES

Healthbeverages, Softdrinks,Staples/Cereals,Bakery products(Biscuits,Breads,Cakes),Snack foods,Chocolates, Ice-creams, Tea,Coffee,Processed fruits,Processedvegetables,Processed meat,Branded flour,Bottled water,Branded rice,Branded sugar,Juices.

The major playersbeing; HindustanLever Limited,Nestle, Coca-Cola,Cadbury, Pepsi andDabur.

SPIRITS AND

TOBACCO

The majorplayers being;ITC, Godfrey,Philips and UB


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The different ways of segmenting it are as follows:

Alcoholic, non-alcoholic and sports beverages

Natural and Synthetic beverages

In-home consumption and out of home on premises consumption.

Age wise segmentation i.e. beverages for kids, for adults and for senior citizens

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

If the behavioral patterns of consumers in India are closely noticed, it could be observed thatconsumers perceive beverages in two different ways i.e. beverages are a luxury and that beverageshave to be consumed occasionally. These two perceptions are the biggest challenges faced by thebeverage industry. In order to leverage the beverage industry, it is important to address this issueso as to encourage regular consumption as well as and to make the industry more affordable.Four strong strategic elements to increase consumption of the products of the beverage industry inIndia are:

The quality and the consistency of beverages needs to be enhanced so that consumers aresatisfied and they enjoy consuming beverages.

The credibility and trust needs to be built so that there is a very strong and safe feeling thatthe consumers have while consuming the beverages.

Consumer education is a must to bring out benefits of beverage consumption whether interms of health, taste, relaxation, stimulation, refreshment, well-being or prestige relevantto the category.

Communication should be relevant and trendy so that consumers are able to find an appealto go out, purchase and consumer.

The beverage market has still to achieve greater penetration and also a wider spread ofdistribution. It is important to look at the entire beverage market, as a big opportunity, for brandand sales growth in turn to add up to the overall growth of the food and beverage industry in the

economy.

BEVERAGES

ALCOHOLIC NON-ALCOHOLIC

CARBONATED

COLA

NON-COLA

NON-CARBONATED

NON-COLA

FIGURE 2


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COMPANY PROFILE

We sell moments of pleasure, cents at a time, 1.6 billion servings every day, and we feel that

there is tremendous continued opportunity both today and tomorrow. In the coming decade, as abillion new consumers enter into the middle class around the world, we see great opportunity forour per capita consumption to continue rising. And we firmly believe that our Coca-Cola systemis ideally and uniquely positioned to capture this opportunity and achieve the goals of our 2020Vision.

Muhtar Kent Chairman and Chief Executive Officer, Coca Cola Company.

Muhtar Kent (born in 1952), is a TurkishAmerican businessman, who is currently Chairman

and Chief Executive Officer (CEO) of The Coca-

Cola Company. He was appointed to assume the

position of Chief Operating Officer of the Company

in 2008.

Muhtar Kent found a job at The Coca-ColaCompany through a newspaper ad. He toured thecountry in trucks to sell Coca-Cola, and thereby

learned its distribution, marketing and logisticssystems.

In 1985, he was promoted to the general manager position of Coca-Cola Turkey and Central Asia,and transferred the headquarters of the company from Izmir to Istanbul. Three years later, he wasappointed vice president of Coca-Cola International, responsible for 23 countries in a region fromthe Alps to the Himalayas. Living in Vienna, Austria, he served at this post until 1995.

From 1989 to 1995, he served as president of the Companys East Central Europe Division duringwhich he was responsible for 23 countries.

Promoted further, Muhtar Kent became in 1995 managing director of Coca-Cola Amatil-Europe.In two years, he increased the turnover of the company about 50%, which covered bottlingoperations in 12 European countries.

In 1999, he left the Coca-Cola Company after 20 years of service. Returning to Turkey, MuhtarKent assumed the post of top executive of Efes Beverage Group at Anadolu Group, the largestlocal shareholder of the Coca-Cola franchise in Turkey and one of Europe's largest internationalbeverage businesses. He extended the company's territory from the Adriatic to China.

In May 2005, he rejoined Coca-Cola after almost 6 years and was appointed president and chief

operating officer of the companys North Asia, Eurasia and Middle East Group, a positionreporting directly to chairman and chief executive officer Neville Isdell. Muhtar Kent's risecontinued and he was promoted in January 2006, the newly-created position of president ofInternational Operations. In this capacity, he was responsible for all operations outside of NorthAmerica, and all group presidents outside of North America reported to him.


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His successful career took him finally to the summit of the Coca-Cola Company, which named him chairman and chief executiveofficer, effective July 1, 2008.

He currently serves on the board of directors of the National

Committee on United States-China Relations.

While CEO of Coca-Cola in 2008, Muhtar Kent's earnings totaled

$19,628,585, which included a base salary of $1,100,000, a cash

bonus of $4,500,000, stocks granted of $2,999,975, and options

granted of $10,280,428

One of the Coca-Cola Company'sheadquarters buildings in Atlanta


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ABOUT THE COMPANY

MISSION

Coca Cola Roadmap starts with their mission, which is enduring. It declares our purpose as acompany and serves as the standard against which we weigh our actions and decisions.

To refresh the world.

To inspire moments of optimism and happiness.

To create value and make a difference.

VISIONThe world is changing all around us. To ensure our business will continue to thrive over the next

10 years and beyond, we are looking ahead to understand the trends and forces that will shape our

industry in the future. Our 2020 Vision creates a long-term destination for our business. It

provides us with business goals that outline what we need to accomplish with our global bottling

partners in order to continue winning in the marketplace and achieving sustainable, quality

growth. For each goal, we have a set of guiding principles and strategies for winning throughout

the entire Coca-Cola system.


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Our Winning CultureOur Winning Culture defines the attitudes and behaviors that will be required of us to make our

2020 Vision a reality.

PEOPLE

Foster open work environments as diverse as the markets weserve, where people deliver superior results.

PARTNERS

Nurture a winning network of customers and suppliers withwhom we create mutual, enduring value.

PROFIT

Maximize long-term return to shareowners while beingmindful of our overall fiscal responsibilities.

PORTFOLIO

Bring to the world quality beverage brands thatanticipate and satisfy peoples desires and needs.

PLANET

Be a responsible citizen that makes a differencebyhelping build and support sustainable communities.

PRODUCTIVITY

Be a highly effective, lean and fast-moving organizationthat considers efficiency in everything we do.


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Live Our ValuesOur values serve as a compass for our actions and describe how we behave in the world.

Focus on the Market

LEADERSHIP The courage to shape a better future

COLLABORATION

Leverage collective genius

INTEGRITY Be real

ACCOUNTABILITY

If it is to be, it's up to me

PASSION

Committed in heart and mind

DIVERSITY

As inclusive as our brand

QUALITY

What we do, we do well


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Focus on needs of our consumers, customers and franchise partners Get out into the market and listen, observe and learn Possess a world view Focus on execution in the marketplace every day Be insatiably curious

Work Smart

Act with urgency Remain responsive to change Have the courage to change course when needed Remain constructively discontent Work efficiently

Act like Owners

Be accountable for our actions and inactions Steward system assets and focus on building value Reward our people for taking risks and finding better ways to solve problems Learn from our outcomes -- what worked and what didnt

Be the Brand

Inspire creativity, passion, optimism and fun

History of Coca Cola


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Coca-Cola was invented by Doctor John Pemberton a pharmacist fromAtlanta Georgia in May of 1886. John Pemberton concocted the Coca Cola formula in a threelegged brass kettle; all this was done in his backyard. The name Coca Cola was actually given toJohn Pemberton by his bookkeeper Frank Robinson.Frank Robinson had excellent penmanship. He first scripted "Coca Cola" into the flowing letterswhich has become the famous logo we know and love today.

The soft drink was first sold to the public at the soda fountain in Jacob's Pharmacy in Atlanta onMay 8, 1886. About nine servings of the soft drink were sold each day. Sales for that first yearadded up to a total of about $50. The funny thing was that it cost John Pemberton over $70 inexpanses, so the first year of sales were a loss. Until 1905, the soft drink, marketed as a tonic,contained extracts of cocaine as well as the caffeine-rich kola nut.

In 1887, another Atlanta pharmacist andbusinessman, Asa Candler bought the formula forCoca Cola from inventor John Pemberton for$2,300.By the late 1890s, Coca Cola was one of America'spopular fountain drinks; Candler's aggressivemarketing of the product takes credit for that.With Asa Candler, now at the helm, the Coca ColaCompany increased syrup sales by over 4000%between 1890 and 1900. Advertising was animportant factor in John Pemberton and AsaCandler's success and by the turn of the century, thedrink was sold across the United States and Canada.Coca Cola began selling syrup to independentbottling companies licensed to sell the drink. Stilltoday, the US soft drink industry is organized on this

principle.


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Evolution of Coca Cola

1886-1892 -

Atlanta

Beginnings

1893-1904 -

Beyond Atlanta

1905- 1918 -

Safeguarding The

Brand

1919-1940 - The

Woodruff Legacy

1941-1959 - The

War and its

Legacy

1960-1981- A

World of

Customers

1982-1989 - Diet

Coke and New

Coke


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1990-1999 -

New markets

and brands

2000 and Now -

Coca Cola now

FIGURE 3


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ATLANTA BEGINNINGS1886-1892

COCA COLA

It was 1886, and in New York Harbor,workers were constructing the Statue ofLiberty. Eight hundred miles away, anothergreat American symbol was about to beunveiled.

Like many people who change history, John

Pemberton, an Atlanta pharmacist, wasinspired by simple curiosity. One afternoon,he stirred up a fragrant, caramel-coloredliquid and, when it was done, he carried it afew doors down to Jacobs' Pharmacy. Here,the mixture was combined with carbonatedwater and sampled by customers who allagreed -- this new drink was somethingspecial. So Jacobs' Pharmacy put it on salefor five cents a glass. emberton'sbookkeeper, Frank Robinson, named themixture Coca-Cola, and wrote it out in hisdistinct script. To this day, Coca-Cola iswritten the same way. In the first year,Pemberton sold just 9 glasses of Coca-Colaa day.

A century later, The Coca-Cola Company hasproduced more than 10 billion gallons ofsyrup. Unfortunately for Pemberton, he diedin 1888 without realizing the success of thebeverage he had created.

Over the course of three years, 1888-1891,Atlanta businessman Asa Griggs Candlersecured rights to the business for a total ofabout $2,300. Candler would become theCompany's first president, and the first tobring real vision to the business and thebrand.


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BEYOND ATLANTA1893-1904

Asa G. Candler, a natural born salesman, transformed Coca-Cola from aninvention into a business. He knew there were thirsty people out there, and

Candler found brilliant and innovative ways to introduce them to this exciting newrefreshment. He gave away coupons for complimentary first tastes of Coca-Cola,and outfitted distributing pharmacists with clocks, urns, calendars and apothecaryscales bearing the Coca-Cola brand. People saw Coca-Cola everywhere, and the

aggressive promotion worked. By 1895, Candler had built syrup plants in Chicago,Dallas and Los Angeles.

Inevitably, the soda's popularity led to a demand for it to be enjoyed in new ways.In 1894, a Mississippi businessman named Joseph Biedenharn became the first toput Coca-Cola in bottles. He sent 12 of them to Candler, who responded without

enthusiasm. Despite being a brilliant and innovative businessman, he didn't realizethen that the future of Coca-Cola would be with portable, bottled beverages

customers could take anywhere. He still didn't realize it five years later, when, in1899, two Chattanooga lawyers, Benjamin F. Thomas and Joseph B. Whitehead,

secured exclusive rights from Candler to bottle and sell the beverage -- for the sumof only one dollar.


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SAFEGUARDING THE

BRAND1905-1918

Imitation may be the sincerest form of flattery,but The Coca-Cola Company was none toopleased about the proliferation of copycatbeverages taking advantage of its success. Thiswas a great product, and a great brand. Bothneeded to be protected. Advertising focused onthe authenticity of Coca-Cola, urgingconsumers to "Demand the genuine" and"Accept no substitute."

The Company also decided to create adistinctive bottle shape to assure people theywere actually getting a real Coca-Cola. The RootGlass Company of Terre Haute, Indiana, won acontest to design a bottle that could berecognized in the dark. In 1916, they beganmanufacturing the famous contour bottle. Thecontour bottle, which remains the signatureshape of Coca-Cola today, was chosen for itsattractive appearance, original design and the

fact that, even in the dark, you could identifythe genuine article.

As the country roared into the new century, theCoca-Cola Company grew rapidly, moving intoCanada, Panama, Cuba, Puerto Rico, France,and other countries and U.S. territories. In1900, there were two bottlers of Coca-Cola; by1920, there would be about 1,000.


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.

THE WOODRUFF

LEGACY1919-1940

Coca cola enjoyed in 53 countries world wide.It introduced 6 packs.

In 1925 6000000 drinks per day.

Perhaps no person had more impact on The

Coca-Cola Company than Robert Woodruff. In1923, four years after his father Ernestpurchased the Company from Asa Candler,Woodruff became the Company president.While Candler had introduced the U.S. toCoca-Cola, Woodruff would spend more than60 years as Company leader introducing thebeverage to the world beyond. Woodruff was amarketing genius who saw opportunities forexpansion everywhere. He led the expansion ofCoca-Cola overseas and in 1928 introduced

Coca-Cola to the Olympic Games for the firsttime when Coca-Cola traveled with the U.S.team to the 1928 Amsterdam Olympics.Woodruff pushed development and distributionof the sixpack, the open top cooler, and manyother innovations that made it easier for peopleto drink Coca-Cola at home or away. This newthinking made Coca-Cola not just a hugesuccess, but a big part of people's lives.


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The War And Its Legacy1941-1959

Coca cola enjoyed in 120 countries world wide. Introducing Coke. In 1961 Sprite is introduced.1963 Tab Companys first diet soft drink is introduced In 1941, America entered World War II.

Thousands of men and women were sent overseas.

The country, and Coca-Cola, rallied behind them. Woodruff ordered that "every man in uniformgets a bottle of Coca-Cola for 5 cents, wherever he is, and whatever it costs the Company." In

1943, General Dwight D. Eisenhower sent an urgent cablegram to Coca-Cola, requesting

shipment of materials for 10 bottling plants. During the war, many people enjoyed their firsttaste of the beverage, and when peace finally came, the foundations were laid for Coca-Cola todo business overseas. Woodruffs vision that Coca-Cola be placed within "arm's reach ofdesire," was coming true -- from the mid-1940s until 1960, the number of countries with

bottling operations nearly doubled. Post-war America was alive with optimism and prosperity.Coca-Cola was part of a fun, carefree American lifestyle, and his imagery of its advertising --happy couples at the drive-in, carefree moms driving big yellow convertibles -- reflected the

spirit of the times.


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A WORLD OF

CUSTOMERS1960-1981

Coca cola enjoyed in 163 countries world wide. It introduced can in 1960. In 1981Roberto c. Goizueta became chairman and CEO of the coca cola company After 70 yearsof success with one brand, Coca-Cola, the Company decided to expand with newflavors: Fanta, originally developed in the 1940s and introduced in the 1950s; Spritefollowed in 1961, with TAB in 1963 and Fresca in 1966. In 1960, The Coca-ColaCompany acquired The Minute Maid Company, adding an entirely new line of business -- juices -- to the Company. The Company's presence worldwide was growing rapidly,and year after year, Coca-Cola found a home in more and more places: Cambodia,Montserrat, Paraguay, Macau, Turkey and more. Advertising for Coca-Cola, always animportant and exciting part of its business, really came into its own in the 1970s, and

reflected a brand connected with fun, friends and good times. The international appeal ofCoca-Cola was embodied by a 1971 commercial, where a group of young people fromall over the world gathered on a hilltop in Italy to sing "I'd Like to Buy the World aCoke." In 1978, The Coca-Cola Company was selected as the only Company allowed tosell packaged cold drinks in the People's Republic of China.


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NEW MARKETSAND BRAND

1990-1999

In 1993 pet bottles are introduced. Coca cola enjoyed in 200 countries world wide. The1990s were a time of continued growth for The Coca-Cola Company. The Company'slong association with sports was strengthened during this decade, with ongoing

support of the Olympic Games, FIFA World Cup football (soccer), Rugby World Cupand the National Basketball Association. Coca-Cola classic became the Official Soft

Drink of NASCAR racing, connecting the brand with one of the world's fastest growingand most popular spectator sports. And 1993 saw the introduction of the popular

"Always Coca-Cola" advertising campaign, and the world met the lovable Coca-ColaPolar Bear for the first time. New markets opened up as Coca-Cola products were sold

in East Germany in 1990 and returned to India in 1993. New beverages joined theCompany's line-up, including Powerade sports drink, Qoo children's fruit drink and

Dasani bottled water. The Company's family of brands further expanded throughacquisitions, including Limca, Maaza and Thums Up in India, Barq's root beer in

the U.S., Inca Kola in Peru, and Cadbury Schweppes' beverage brands in more than120 countries around the world. By 1997, the Company already sold 1 billion servingsof its products every day, yet knew that opportunity for growth was still around every

corner.


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COCA COLA ANDNOW

2000 AndNow

In 1886, Coca-Cola brought refreshment to patrons of a small

Atlanta pharmacy. Nowwell into its second century, theCompany's goal is to provide magic every time someone drinks

one of its more than 400 brands. Coca-Cola has fans from Bostonto Budapest to Bahrain, drinking brands such as Ambasa,

Vegitabeta and Frescolita. In the remotest comers of the globe,you can still find Coca-Cola. Coca- Cola is committed to local

markets, paying attention to what people from different culturesand backgrounds like to drink, and where and how they want todrink it. With its bottling partners, the Company reaches out to

the local communities it serves, believing that Coca-Cola exists to

benefit and refresh everyone it touches.From the earlybeginnings when just nine drinks a day were served, Coca Cola

has grown to the worlds most ubiquitous brand, with more than1.4 billion beverage servings sold each day. When people chooseto reach for one of The Coca-Cola Company brands, the Companywants that choice to be exciting and satisfying, every single time.


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Atul Singh took over as the President & CEO, Coca-Cola India from 1st September 2005. Atul,holds a MBA degree from Texas Christian University. Prior to this assignment, Atul Singh wasthe President of East, Central & South (ECS) China Division in January 2005. Prior to joiningCoca-Cola, Atul worked for the Colgate Palmolive Company for 10 years and held several rolesincluding Country General Manager, Nigeria (1995-1998), CFO then General Manager, Romania(1992-1995) and Finance Manager, USA Body Care (1990-1992), Prior to Colgate, Atul workedas an Auditor with Price Waterhouse in New York.

Mr. Atul SinghPresident &CEO, Coca-Cola India


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Coca-Cola, the corporation nourishing the global community with the worlds largest selling softdrink concentrates since 1886, returned to India in 1993 after a 16 year hiatus, giving a new

thumbs up to the Indian soft drink market. In the same year, the Company took over ownership of

the nations top soft-drink brand and bottling network. Its no wonder our brands have assumed

an iconic status in the minds of the worlds consumers.

Coca-Cola re-entered the Indian market on 26th October 1993 after a gap of 16 years, with its

launch in Agra. An agreement with the Parle Group gave the Company instant ownership of the

top soft drink brands of the nation. With access to 53 of Parles plants and a well set bottling

network, an excellent base for rapid introduction of the Companys International brands was

formed. The Coca-Cola Company acquired soft drink brands like Thumps Up, Goldspot, Limca,Maaza, which were floated by Parle, as these products had achieved a strong consumer base and

formed a strong brand image in Indian market during the re-entry of Coca-Cola in 1993.Thus

these products became a part of range of products of the Coca-Cola Company.

In the new liberalized and deregulated environment in 1993, Coca-Cola made its re-entry into

India through its 100% owned subsidiary, HCCBPL, the Indian bottling arm of the Coca-Cola

Company. However, this was based on numerous commitments and stipulations which the

Company agreed to implement in due course. One such major commitment was that, the

Hindustan Coca-Cola Holdings would divest 49% of its shareholding in favor of resident

shareholders by June 2002.


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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.

Coca-Cola India is among the countrys top international investors, having invested more thanUS$ 1 billion in India in the first decade, and further pledged another US$100 million in 2003 forits operations.

A Pure Commitment to the Indian

EconomyThe Company has shaken up the Indian carbonated drinks market greatly, giving consumers thepleasure of world-class drinks to fill up their hydration, refreshment, and nutrition needs. It hasalso been instrumental in giving an exponential growth to the countrys job listings.

Creating Enormous Job Opportunities

With virtually all the goods and services required to produce and market Coca-Cola being madein India, the business system of the Company directly employs approximately 6,000 people, andindirectly creates employment for more than 125,000 people in related industries through its vastprocurement, supply, and distribution system.

Coca-Cola is made up of 7000 local employees, 500 managers, over 60 manufacturing locations,27 Company Owned Bottling Operations (COBO), 17 Franchisee Owned BottlingOperations (FOBO) and a network of 29 Contract Packers that facilitate the manufactureprocess of a range of products for the company. It also has a supporting distribution networkconsisting of 700,000 retail outlets and 8000 distributors. Almost all goods and services required

to cater to the Indian market are made locally, with help of technology and skills within theCompany. The complexity of the Indian market is reflected in the distribution fleet whichincludes different modes of distribution, from 10-tonne trucks to open-bay three wheelers that cannavigate through narrow alleyways of Indian cities and trademarked tricycles and pushcarts.

Think local, act local, is the mantra that Coca-Cola follows, with punch lines like Life ho toaisi for Urban India and Thanda Matlab Coca-Cola for Rural India. This resulted in a 37%growth rate in rural India visa-vie 24% growth seen in urban India.

On the distribution front, 10-tonne trucks open bay three-wheelers that can navigate the narrowalleyways of Indian cities constantly keep our brands available in every nook and corner of the

countrys remotest areas.


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RED - COBOYELLOW- FOBO

PURPLE-

CONTRACT

PACKAGING

LOCATIONS OF COBO, FOBO & CONTRACT PACKAGING IN INDIA

FIGURE 4


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Manufacturing Plant Product Process

Inspection

Packaging

Warehousing and

delivery

Ingredient Delivery

Washing and

Rinsing

Mixing and Blending

Filling

Capping

Labeling

Coding


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Product line

The Coca-Cola Company offers a wide range of products to the customers including

beverages, fruit juices and bottled mineral water. The Company is always looking to

innovate and come up with, either complete new products or new ways to bottle or pack the

existing drinks. The Coca-Cola Company has a wide range of products out of which the

following products are marketed:-

In the Cola Section:

Coca-Cola is the mostpopular and biggest-selling soft drink in

history, as well as thebest-known product in

the world.

Diet Coke was born in1982 and quicklybecame the No. 1sugar-free drink in

diet-consciousAmerica. Known asCoca-Cola light in

some countries, it's

now the No. 3 softdrink in the world. Diet

Coke is the drink forpeople who want no

calories, but plenty oftaste.

Originally introducedin 1977, thums up wasacquired by the coca

cola company in 1993.

Thums up, is, knownfor strong, fizzy taste

and its confident,mature and uniquely

masculine attitude.This brand clearly

seeks to separate theman from the boys.


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In the mango section:

In the juice and Nimbu section

In the soda water and Bottled Mineral Water

section

With the real fruit tastekids love, plus added

calcium, Maaza's tagline,"Yaari-Dosti Taaza

Maaza," means"friendship moments with

fresh Maaza" in Hindi.

Minute Maid has been making orange juicefor over 50 years, and has a heritage of

innovation, quality and nutrition. MinuteMaid has the longest history of marketing

orange juice with calcium, and was the firstto nationally launch orange juice with

calcium plus vitamin D, low acid orange

juice, orange juice with vitamins C and Eplus Zinc, and orange juice with naturally

sourced plant sterols.

Kinley is a high quality bottledwater processed with added

minerals popular among adultswho seek a better quality of life

and a healthy lifestyle.


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BRANDS TAGLINE and AMBASSDORSCOCA COLA Aamir Khan

OPEN HAPPINESS

THUMPS UP Akshay Kumar

TASTE THE THUNDER

LIMCA Sushma Reddy and Hrishitta Bhatt

DOOBO TAAZGI MEIN


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FANTA - Genelia D'Souza

GO BITE

MAAZA

TAAZA MANGO MAAZA MANGO

SPRITE

SEEDI BAAT NO BAKWAS CLEAR HAI!!!


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COMPETITORS

The PepsiCo challenge, to keep up with archrival, the Coca-Cola Company never ends for theWorld's # 2, carbonated soft drink maker. The company's soft drinks include Pepsi,Mountain Dew, and Slice. Cola is not the company's only beverage; PepsiCo sells Tropicanaorange juice brands, Gatorade sports drink, and Aquafina water. PepsiCo also sells Dolejuices and Lipton ready-to-drink tea.PepsiCo and Coca-Cola hold together, a market share of 95% out of which 60.8% is held byCoca-Cola and the rest belongs to Pepsi.

COKE

VSPEPSI


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Nestl: Nestle does not give that tough a

competition to Coca-Cola as it mainly deals with milkproducts, Baby foods and Chocolates. But the iced tea that

is Nestea which has been introduced into the market byNestle provides a considerable amount of competition to

the products of the Company. Iced tea is one of the closestsubstitutes to the Colas as it is a thirst quencher and it is

healthier when compared to fizz drinks. The flavored milkproducts also have become substitutes to the products of

the company due to growing health awareness among

people.

Dabur : Dabur in India, is one of the most trusted brands asit has been operating ever since times and people have laid

all their trust in the Company and the products of theCompany. Apart from food products, Dabur has introduced

into the market Real Juice which is packaged fresh fruit

juice. These products give a strong competition to Maazaand the latest product Minute Maid Pulpy Orange.

Parle Agro Pvt. Ltd.: Parle Agro is a household name in thebeverages industry and has leading brands like Frooti, consistent

winner of India's fruit beverage brand, Appy, Appy Fizz and

packaged drinking water, Bailley. A pioneer in the Indian industry,Parle Agro is associated with many firsts. They were the first tointroduce fruit drinks in tetra packaging, first to introduce apple

nectar and the first to introduce fruit drinks in PET bottles. Frooti,or Mango Frooti, as it is popularly called, is the largest-selling

mango drink in India.


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ADVANCE SALES AND SERVICES PVT.LTD.

ORGANIZATION STRUCTURE OF MARKETING DEPARTMENT OF

ASASPL

MR. MOHAN DASLADHANI

MD

MR. B.K.SRIVASTAVA

HEAD OF SALES

MR. LALITSAXENA

ASM

SALESEXECUTIVES

MR. RAJIVKUMAR SAXENA

GM (SALES AND MARKETING

MR. VYOMSRIVASTAVA

DISTRIBUTION

MR. DEVENDRASRIVASTAVA

MARKET EXECUTIONMANAGER

KEY A/CMANAGER

KEY A/C MANAGER

MS. MEGHNAYADAV

HR MANAGER

MR. DILIP

GM FINANCE

MR. VIVEKLADHANI

DIRECTOR

PRE SALE

REPORTMARKET

DEVELOP

PER

EXECUTI

VES Figure 5


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DIRECT ROUTE:

Direct route are those areas here the company owned delivery vans distribute product.

ASASPL have three direct routes.

1. Khurram Nagar2. Chinhat3. Charbagh

INDIRECT ROUTE:

Indirect route are those areas where a distributor is given the charge of handling the distributionsystem. The truck driver is trained to be service person. However with the business becomingincreasingly competitive, will a driver be enough to manage the complex contours of Competitivemarket is a difficult question? At present the driver (sales man) are doing fine job of managing thesales. They should be regularly trained to handle the growing competition.

There are 23 Agency/Distributor under ASASPL and we worked under one of them, name of thedepot is Vital.

There are 10 Distribution Routes under Vital:

1. LDA 12. LDA 23. Jail Road 14. Jail Road 25. Bijnour6. Banthra7. Gauri Bazaar8. Telibagh 19. Telibagh 210.Neel Matha

TYPES OF OUTLETS

The company has divided their outlets on the basis of the following criteria-

Volume Channel Income group


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VOLUMEThere are four types of outlets according to the volume of sales of the outlet-

CHANNEL

The various routes formulated by HCCBPL for distribution of products are as follows:

Key Accounts: The customers in this category collectively contribute a large chunk of thetotal sales of the Company. It basically consists of organizations that buy large quantitiesof a product in one single transaction. The Company provides goods to these customers oncredit, payments being made by them after a certain period of time i.e. either a month ofhalf a month.Examples: Clubs, fine dines restaurant, hotels, corporate houses etc.

Future Consumption: This route consists of outlets of Coca-Cola products, wherein aconsiderable amount of stock is kept in order to use for future consumption. The stockdoes not exhaust within a day or two, instead as and when required stocks are stacked upby them so as to avoid shortage or non-availability of the product.Examples: Departmental stores, Super markets etc.

Immediate Consumption: The outlets in this route are those which require stocks on adaily basis. The stocks of products in these outlets are not stored for future use instead, areexhausted on the same day and might run a little into the next day i.e. the products areconsumed at a fast pace.Examples: Small sized bars and restaurants, educational institutions etc.

General: Under this route, all the outlets that come in a particular area or an area alongwith its neighboring areas are catered to. The consumption period is not taken intoconsideration in this particular route.

BRONZE

1 - 99 CASE

SILVER

100 - 200 CASE

GOLD

201 - 499 CASE

DIAMOND

500 - 800 CASE


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CHAIN FOLLOWED FROM MANUFACTURE TO DISTRIBUTION

Advance Sales and Services Pvt. Ltd. has a wide and well-managed network of salesmenappointed for taking up the responsibility of distribution of products to diverse parts of the cities.

The distribution channels are constructed in such a way that the demand of customers is fulfilledat the right place and the right time when they need it.

A typical distribution chain at Advance Sales and Services Pvt. Ltd. would be:

The customers of the Company are divided into different categories and different routes, andevery salesman is assigned to one particular route, which is to be followed by him on a dailybasis. A detailed and well-organized distribution system contributes to the efficiency of thesalesmen. It also leads to low costs, higher sales and higher efficiency thereby leading to higherprofits to the firm.

Criteria for providing free chilling equipment

An Ice Box is provided for the sale of 1-2 crates daily to the retailers. For the sale of 5-6 crates daily a Visi Cooler of 4 crates is provided. For the sale of 7-8 crates daily a Visi Cooler of 7 crates is provided by the company.

If the sale exceeds 9 crates daily then a Visi Cooler of 9 crates or deep fridger is providedby the company,

A STEPLIZER OF 1 KV to 5 KV is provided with the Visi Cooler & Chest Cooler.

SGA PROVIDING COMPANIES

Whirlpool India Limited

Godrej Appliances

Western refrigerator limited

Rockwel Industries

Haier

PRODUCTION

PLANT

WAREHOUSE

DEPOT

WAREHOUSE

DISTRIBUTION

WAREHOUSE

RETAIL STOCK

RETAIL SHELF CONSUMER


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PACKAGING DETAILS

no

1.2 LTR

600ML

2 LTR

250ML

200ML

300ML

PACK SODALIMCASPRITEFANTATHUMS

UP

COKEMAAZA

1.2 LTR

600ML

2 LITRES

250ML

200ML

300ML

NO.OF BOTTLES IN A CASE

12

24

9

24

24

24


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Marketing Strategies of Coca Cola

Marketing strategy a part of the marketing management process: The marketing

management uses marketing strategies so that they can meet the customer's needs. Themarketing strategy involves pricing, advertising, branding, packaging.The Coca-Cola Company manufactures syrups, concentrates and beverage bases for Coca-Cola, the companys flagship brand, and also produces over 230 other soft-drink brands soldby and its subsidiaries in nearly 200 countries around the world. Some of Coca-Colas latestdomestic marketing strategies include Coke dominating fountain sales. Thousands ofconsumers visit fast-food restaurants every day and Coke feels that it is very important tohave the consumer see and drink their product at such chains as McDonalds, Burger King,and Dominos Pizza.

UNIQUE SELLING PROPOSTION/PROMISE

Coke encourages you to seize the moment by expressing your unique thoughts,

talents and capabilities. If you can think.you can do it.

SCHEMES As a Part Of Marketing StrategiesThe different pack sizes on which discount is given by the company is:

200 ml RGB CSD

250 ml Juice

300 ml RGB CSD 600 ml Pet CSD

1200 ml Juice

2000 ml Pet CSD

330 ml Can CSD

200 ml Tetra Pack JuiceRGB Returnable Glass Bottles

CSD Concentrated Soft Drink

Juice Maaza

Pet Plastic bottle

Daily new schemes are launched.

Example-

On one case of 200ml retailer will get 2 bottles extra of 200ml.

On one case of 600 ml retailer will get 2 bottles extra of 600 ml.

On one case of 2000ml retailer will get one extra bottle of 2000ml .

On displaying 20 bottles retailers get some free bottles according to the scheme.

Advertisement has played a important role in the success of our products since our first

newspaper ad in 1886 which read COCA-COLA DELICIOUS! REFRESH! EXILATERING!

INVIGORATING!


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1990

Can't Beat The Real Thing

1971

I'd Like To Buy The World A Coke

1976

Coke Adds Life

1982

Coke Is It

1986

Red, White and You

1989

Can't Beat The Feeling

1969

It Is The Real Thing

1963

Things Go Better With Coke

1959

Be Really Refreshed

1944

Global High Sign

1942

It's The Real Thing

1936

It Is The Refreshing Thing To Do

1929

The Pause That Refreshes


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Fine illustrations by noted artists, including Rockwell and N.C. Wyeth were the hallmark of earlycampaigns in premier magazines. Artists Haddon Sundbloms portraits for holiday ads, whichbegan in the 1930s, helped mould the national image of a red-suited.Santa Claus, Fresh, creative and tasteful, advertising images for coca-cola have always set a highstandard of quality for other products around the world. The company recognizes that coca-colabelongs to the billions of consumers in every corner of the globe who have chosen it as theirfavourite soft drink. Our advertising reflects that special relationship between consumers and thesimple moments of pleasure they have come to associate with coca-cola.

2009

Open Happiness

2007

Sabka Thanda Ek

2005

Piyo Sar Utha Ke

2003

Thanda Matlab Coca Cola

2000

Coca Cola Enjoy

1993

Always Coca Cola


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PRINT THE TEMPLATE

Using the original placement of the

tagline but changing the color of

the font

Different colors to show

colors unleashed

Beyond advertising will leverage the

original art work used in the Coke side

of life campaign by keeping the

imagery of original bottle bursting


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SWOT ANALYSIS

STRENGTH

Strong Brand Image

Strong Market Share

Strong and reliable DistributionNetwork.

Good Advertisement Campaignand Brand Ambassdors

WEAKNESSES

Pricing Strategy

Lack of Availaibility of Brands in 1litre PET bottles.

Small Scale Sector Reservations

Limit ability to invest and achieveEconmies of Scale

Lack of proper distribution in someareas.

Retailers are not aware of theschemes.

OPPORTUNITIES

Large Domestic market

Launch of other brands

Export Potential

Growing Water Bottled Market

THREATS

Intense Competition

Dependence on Bottling Partners

Government Policies

Schemes of Pepsi are far morebetter than Coke.

SWOT ANALYSIS

OF COCA COLA

INDIA

Figure 6


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QUALITY

Golden Peacock National Quality Award 2004 -

Coca-Cola India Division President, Mr. Sanjiv Gupta received the Golden Peacock

National Quality Award 2004 along with the Coca-Cola team at the 15th Worldcongress on Total Quality in Mumbai on January 14, 2005

We ensure the quality and safety of our beverages through the coca-cola quality system (TCCQS),our integrated approach to managing quality, environment, health and safety. We continuouslyreview TCCQS to ensure it meets the most stringent and up to date global requirements related tofood safety, as well as quality management methods, industry best practise and marketplaceconditions.In our ingredients evaluation laboratories, for example, we perform precise analyses of fruit juices

and other ingredients sent to us by our suppliers, to ensure and to improve product quality. Ourprocesses, too, undergo constant security, to safeguard the water we use in our products and thepackaging that carries them to our consumers. We inform and educate our business partners aboutour standards so that they meet the highest quality requirements. Under TCCQS, quality is ourhighest business objective and our enduring obligations.

The Coca-Cola Quality SystemEveryone who works for or with coca cola is empowered and expected to maintain the higheststandards of quality in products, processes and relationship. TCCQS mandates in-depth self-assessment throughout our operations, by all our business units. This enables us to continuallyraise our standards.

The latest version of our system-evolution 3, launched in 2004 has been externally benchmarkedagainst international quality standards ISO 9001. It also incorporates Hazards Analysis CriticalControl Point System.


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Customer ServiceOverview

Product

Service

Support

DistributionRepairCustomerSupport

CALL TYPESCUSTOMER

OR

CONSUMER

CSR


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DID YOU KNOW?

The sales of Coke in the first year was $50, andthe expenses were $70

If you stacked all of the bottles of Coke thathad ever been made end to end, it would reach tothe moon and back 1,045 times!

Coca-Cola contained cocaine until 1913. Theyhad to remove it from the ingredients becausepeople were becoming addicted to the drink.

Marathon Bicyclist were the first athletes toendorse Coca Cola and it was way back in 1909.

I drank 68 bottles of different brands of CocaCola during my internship.


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RESEARCH METHODOLOGY

This chapter describes the methodology of the study. This project is based on information

collected from primary and secondary sources . After the detailed study, an attempt has beenmade to present comprehensive analysis of Coca cola. In data collection two methods are used,one is qualitative and one is quantitative method. In quantitative technique, analysis tool to findthe market share of Coca-Cola in areas covered under VITAL. In collecting requisite data andinformation regarding the topic selected, I visited more than 580 shops and collected the data.

RESEARCH OBJECTIVES

The first objective of my report is to analyze strength of Coke vs. other competitive

companies. The second objective of my report is to find out the growth opportunities for company in

the allotted particular area.

Research Design

A research design gives the methods and procedures for conducting a particular study. Thefunction of research design is to provide for the collection of relevant information (evidence),

with minimum efforts, time and money. The research design can be grouped into three categories:a) Exploratory Research Design:Exploratory research focuses on discovery of ideas and is generally based on secondary

data. It is preliminary investigation with a flexible approach. This is because a researcher mayhave to change his focus as a result of new ideas and relationship among the variables.

b) Descriptive Research Design:Descriptive research is undertaken when the researcher has to get accurate description of a

situation or relation between variables. This design tends to minimize bias and maximize thereliability of the data collected and analyzed. These are well structured.

c) Causal Research Design:It is undertaken when a researcher wants to find out the cause-effect relationship between

two or more variables. It is based on logical grounds.

I have used descriptive research design technique to get the desired objective.


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DATA COLLETION

The information needed to further proceed in the project had been collected through primary dataand secondary data.

PRIMARY DATA

Primary data consists of information collected for the specific purpose at hand for the purpose ofcollecting primary data, survey research was used and all the retail outlets sellers using differentbrands and their competitors were contacted. Survey research is the approach best suitedgathering description. The primary data collection techniques used in the project is as follows:

a) PERSONAL INTERVIEW METHOD

b) SURVEY METHODc) QUESTIONNAIRE METHODd) OBSERVATION METHOD

CONTACT METHODS

The information was solicited by administrating structured questionnaire to the retile sellers, (thusgetting to know directly from the soft sellers about the form of the mix they are using) its storageperiod, their level of satisfaction with the brand, in their decision in selecting the brand etc.

SECONDARY DATA

The secondary data consists of information that already exists somewhere, having been collectedfor another purpose. Any researcher begins the research work by first going through thesecondary data. Secondary data includes the information available with the company. It may bethe findings of research previously done in the field. Secondary data can also be collected frommagazines, newspapers, other surveys conducted by known research agencies etc.


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SAMPLING DESIGN

Design is the plan, structure & strategy of investigation conceived so as to attain answer to

question to survey and to control the variances. According to this projects/ surveys theanalytical, interpretive/objective design was chosen.

Universe of the Study

The universe of the study, I have selected all retail outlets that are in a radius of 24 km fromBangla Bazaar (Lucknow) region.

Sample Size

A sample of 580 retailers was taken on the basis of convenience. The actual retailers werecontacted on the basis of random sampling.

Sampling Techniques

For the study we have taken a sample size of 580 respondents pose non probability samplingtechnique. Further we also applied convenience sampling, judgment sampling, as a part of nonprobabilistic sampling techniques.

Research Period:

Research work is only carried for 6 weeks.

Research Instrument:This work is carried out through self-administered questionnaires. The questions included wereopening ended, dichotomous and offered multiple choices.

Sampling Plan:

For a successful compilation and best result within a limited time the planning was must. In this

way the first step was to design an appropriate data form we can say it questionnaire that coversall the mandatory areas of information that is to be analyzed. The data from which I was used tocollect data was designed by my immediate supervisor.

Sampling unit - Owners of the retail outlets.

Sampling size - 580 outlets

Sampling procedure - Random sampling

Sampling method - Retailers survey.


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Data Analysis:

The data is analyzed on the basis of suitable tables by using statistical techniques. Representation

of statistical data by diagram, graphs, charts, or pictures is more effective then tabularrepresentation being easily intelligible to layman. Indeed diagrams are most essential whenever itis required to convey any statistical information to the generic public. The more important typesof diagram which is use in statistical work are:-

BAR DIAGRAMMode of diagrammatic representation of data is the bar diagram. In this method the bar of equalwidth are taken for the different items of the series. The lengths of the bar represent value of thevariables concerned.

PIE CHARTIt is a circle whose area is divided proportionately among the components by straight lines drawnfrom the center to the circumference of the circle. Pie charts can be an effective way of displayinginformation in some cases, in particular if the intent is to compare the size of a slice with thewhole pie, rather than comparing the slices among them.

AREA OF SURVEY

LOCATIONS NO OF OUTLETS COVERED

LDA 1 90

LDA 2 99

TELIBAGH 1 35

TELIBAGH 2 36

BANTHRA 30

BIJNOUR 49

NEEL MATHA 34

SAROJNI NAGAR 48

GAURI BAZAR 26

JAIL ROAD 1 34

JAIL ROAD 2 99

TOTAL 580


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BRAND RESPONSE (IN PERCENTAGE)

Only PEPSI 9

Only COCA COLA 18

BOTH 73

INTERPRETATION

73% of the retailers sells both the brands, i.e. Coca Cola and Pepsi, While 18% and 9% ofthe retailers sells only Coca Cola and Pepsi respectively.

1) WHICH BRAND DO YOU SELL?

0

10

20

30

40

50

60

70

80

PEPSI COCA COLA BOTH

FIGURE 7


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(A) IN BLACK FLAVOUR (200 ML, 600 ML AND 2000 ML)

INTERPRETATION

THUMPS UP leads with 90% availability

Coca Cola has 60% availability

Pepsi has 70% availability

(B)In the Orange Flavor (200 ML, 600 ML)

INTERPRETATION

Miranda is present in 60% of all the outlets surveyed

Fanta is present in 80% of all the outlets surveyed

2) PRODUCT COMPARISON OF COKE & PEPSI BRANDS AVAILABLE INTHE RETURNABLE GLASS BOTTLES(RGB) and THE PET BOTTLES

0

20

40

60

80

100

PEPSI COCA COLA THUMS UP

0

10

20

30

40

50

60

70

80

90

MIRANDA FANTA

FIGURE

FIGURE


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(C)In the White Flavor (200 ML, 600 ML)

INTERPRETATION

LIMCA is present in 80% of the shops

7 UP is present in 70% of all the shops

MOUNTAIN DEW is present in 80% of all the shops

SPRITE is present in 80% of all the shops.

(D)In Mango Flavor (250 ML AND 1250 ML)

INTERPRETATION

MAAZA is present in 80% of all the outlets visited.

SLICE is present in 60% of all the outlets visited.

64

66

68

70

72

74

76

78

80

82

LIMCA 7 UP MOUNTAIN DEW SPRITE

0

10

20

30

40

50

60

70

80

90

MAAZA SLICE

FIGURE

FIGURE


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INTERPRETATION

Retailers answered that Coke brands are mostly preferred than Pepsi brands. In Cokeproduct line, Thumps Up is mostly demanded and in Pepsi, Mountain Dew is mostlydemanded.

BRAND Response (In Percentage)Only Coca Cola 20Only Pepsi 16Both 40No 24

INTERPRETATION

It was seen that 20% outlets were having only COKE Visi Cooler and 16% outlets were having PEPSI

Visi Cooler and 40% were having Visi Coolers of both the brand and on the other hand 24% werenot having visi cooler.

3) BRAND PREFERRED BY CUSTOMER

COKE

60%

PEPSI40%

4) YOU ARE HAVING VISI COOLER OF WHICH BRAND?

0

20

40

PEPSICOCA COLA

BOTH

NO COOLER

FIGURE 9

FIGURE 10


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BRAND Response (In Percentage)

Yes 35

No 65

INTERPRETATION

It was seen that 65% of the retail owner maintain thr purity of Visi Cooler whereas 35% of the retail

owners were not maintaining the purity of their Visi Cooler.

Q 5) PURITY OF VISI COOLER IS MAINTAINED OR NOT?

YES

65%

NO

35%

FIGURE 11


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S.NO. AREA SURVEYED MARKET SHARE (In Percentage)

COKE PEPSI

1. LDA 1 60 40

2. LDA 2 60 40

3. JAIL ROAD 1 50 50

4. JAIL ROAD 2 50 505. TELIBAGH 1 95 5

6. TELIBAGH 2 95 5

7. NEEL MATHA 70 30

8. BIJNOUR 80 20

9. GAURI BAZAR 50 50

10. SAROJINI NAGAR 40 60

TOTAL 63 37

INTERPRETATION

After Surveying 10 Areas of Lucknow it was seen that Coca Cola has 63% of market share

while Pepsi have 37%.

6) MARKET SHARE

COKE

63%

PEPSI

37%

MARKET SHARE

FIGURE 12


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Response (In Percentage)YES 70NO 30

INTERPRETATION

70% of the retail owners are satisfied while 30% are not.

Response (In percentage)YES 65NO 35

INTERPRETATION

65% are aware of the daily schemes provided by the company while 35% are not aware.

7) ARE YOU SATISFIED WITH THE DISTRIBUTION NETWORK?

YES

70%

NO

30%

FIGURE 13

8) ARE YOU AWARE OF THE SCHEMES PROVIDEDBY THE COMPANY?

YES

65%

NO

35%

FIGURE 14


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BRAND Response in%

COKE 45PEPSI 55

INTERPRETATION Schemes and promotional activities done by Pepsi are more than

Coke.

Daily Sales Response (In Percentage)12 Case 643-5 Case 206-10 case 12More than 10 Case 4

INTERPRETATION

64% of the retailers have daily sales of 1-2 Case, and 20% of the retailers have daily sales of

3-5 Case. While 4% of the retailers have daily sales of more than 10 Case.

9) Which company advertisement and publicity level ishigh in your opinion?

COKE

45%PEPSI

55%

FIGURE 15

10) DAILY SALES IN CASE?

0

20

40

60

80

1-2 Case 3-5 Case 6-10 Case


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Response (In Percentage)

Sales Promotion 24Service 30Schemes 24Distribution 22

Response (In Percentage)Excellent 38

Good 34Average 19Bad 8Very bad 1

INTERPRETATION

38% of the retailers were extremely happy with the Coca Cola, 34% rated Coca Cola goodand 19% of them rated as average. Only 1% rated Coca Cola as very bad.

11) COCA COLA SHOULD IMPROVE UPON?

0

5

10

15

20

25

30

SALES

PROMOTION

SERVICE SCHEMES DISTRIBUTION

FIGURE 17

12) HOW WOULD YOU RATE COCA COLA?

0

20

40

EXCELLENTGOOD

AVERAGEBAD

VERY BAD FIGURE 18


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Limitations of the Research

1. The time period allotted for the study was only of two months, which mayprovide a deceptive picture in comparison of the study based on long run.

2. The study was based on both primary and secondary data but the relevance of

the secondary data may not be justified.

3. Method of data collection was through personal interview and thereforepersonal bias becomes a major limitation.

4. Due to their busy schedule some vendors wont give answers to all thequestions in the questionnaire.

5. The scope of study is restricted only to a part of Lucknow.


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Suggestions

ADVERTISING AND SALES PROMOTION

Advertisements play a very important role here, so if heavy advertisementswill be carried out and display material should be provided to the retailerson more regular basis to increase the sales level

ENVIRONMENTAL CHECK

From the study it is found that most of the people prefer use of plasticbottles instead of others which is not a environment friendly so it should bechecked.

DISRTIBUTION CHANNEL

Proper distribution channel should be used in some areas so that companycan increase their profits.

MARKETING

At every petrol-pump we should install Fountain Machine. It will be helpfulin generating impulse purchase and also as awareness about the products

of the company among the consumers

BRAND AVAILABILITY

The company must try to make different brands of Coca-Cola available atevery retail outlet whether it is large or small, otherwise the consumer maygo for substitute.


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Bibliography

WEB-SITES: www.coca-cola.com

www.coca-colaindia.com

www.wikipedia.com

http://news.bbc.co.uk

www.economictimes.indiatimes.com

www.google.com

www.ask-jeeves.com

www.distributing-company.com

BOOKS: Research Methodology, Kothari C.R. Research Methodology Methods and

Technology, New Delhi, Wishwa Prakashan edition 2003.

Multi level and Direct Marketing, Branding Kotler, Phillip, Marketing Management,Delhi, Pearson Education (Singapore) Pvt. Ltd. 11thedition.

NEWS PAPER:

The Times Of India

Economic Times

With the help of the senior executives of the company an attempt hasbeen made in order to define the processes and procedures followed.

With the help of various marketing websites.
http://www.coca-cola.com/http://c/Documents%20and%20Settings/pulkit/Application%20Data/Microsoft/Word/www.coca-colaindia.comhttp://www.wikipedia.com/http://news.bbc.co.uk/http://www.economictimes.indiatimes.com/http://www.google.com/http://www.google.com/http://www.economictimes.indiatimes.com/http://news.bbc.co.uk/http://www.wikipedia.com/http://c/Documents%20and%20Settings/pulkit/Application%20Data/Microsoft/Word/www.coca-colaindia.comhttp://www.coca-cola.com/


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Questionnaire

NAME OF THE SHOP.

ADDRESS

TEL. NO. .

Q1) Which brand do you sell?


Q2) Why are you not selling the Coca Cola or Pepsi product?

Q3) How many brands are available in your shop in the RGB and PET Bottles?

(A)In RGB

COCA COLA THUMS UP

SPRITE LIMCA

FANTA MAAZA

(B)In PET

COCA COLA THUMS UP

SPRITE LIMCA

FANTA MAAZA

MMPO NIMBO FRESH

Q4) Which company Visi Cooler are you having?


Q5) Whether the purity of the refrigerator is maintained or not?

YES NO

Q6) Which brand is preferred by the customers?

PEPSI BRANDS COCA COLA BRANDS


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