Summer Training FInal-Nitesh

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Summer Training Project Report on

MARKET SHARE AND BRAND AVAILABILITY

AT

Coca-Cola

Submitted By:

VAIBHAV SHUKLA

BATCH

PGDM (2010-2012)

A PROJECT REPORTIn partial fulfillment for the award of the diploma

of

PGDM.

Jagan Institute of Management Studies, Jaipur

June 2011


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ACKNOWLEDGEMENT

I am grateful to MR.ASHISH KHANDELWAL , whose encouragement, Guidance and

support from the initial to the final level enabled me to develop an understanding of thesubject.

I am grateful to Dr. DEVENDRA SHARMA, whose guidance enabled me to

complete the project as per requirements.

Lastly, I offer my regards and blessings to all those who supported me in any respect during

the completion of the project.

VAIBHAV SHUKLA

PGDM (2010-2012)

16-06-2011

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TABLE OF CONTENTS

S.No

.

Topic Page

No.

1 Abstract 5

2 Objectives 6

2 Introduction 7

3 Company Profile 12

4 Product Profile 17

5 SWOT Analysis 30

6 Research Methodology 31

7 Research Objective 35

8 Research Design 36

9 Data Collection

Methods

37

10 Analysis & Findings 39-52

11 Personal Observations 5312 Recommendations 54

13 Conclusion 55

14 Limitations 56

15 Questionnaire Used 58-59

16 Bibliography 60

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ABSTRACT

Coca Cola has come a long 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 be

mentioned on the products so that the consumers might be aware of the products they

are consuming

The company must try to make different brands of Coca-Cola available at

every retail

outlet whether it is large or small, otherwise the consumer may go for substitute.

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

on information collected from primary and secondary sources.

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OBJECTIVES

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DEMAT ACCOUNT

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CHAPTER-2

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SWOT ANALYSIS

StrengthsCost advantageEffective communication

High R&DOnline growthLoyal customersMarket share leadershipStrong management teamStrong financial positionPricingReal estateReputation managementUnique productsdiverse products and offers for the

customers

strong brand recallstrong reach to the massesnationwide reach of the massesamong the top 5 brokerage houses in the

countrygood will

WeaknessesDiseconomies to scaleNot innovativeNot diversifiedUbiquitiouegory, products, serviceshigh employee turnoverless small investorsless competitiveemployees not properly skilled

infrastructure not up to the mark

OpportunitiesFinancial markets (raise money through

debt, etc)InnovationOnlineProduct and services expansion

penetration in developing citiesincrease in awareness of people about

stock marketincrease in wealthpositive market sentimentsgrowth of technology and awarenessincreased internet usage

ThreatsCompetitionCheaper technologyEconomic slowdown

External changes (government, politics,taxes, etc)

Exchange rate fluctuationsLower cost competitors or importsPrice warsProduct substitution

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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 been made 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 find the market share of Coca-Cola in areas covered

under VITAL. In collecting requisite data and information regarding the topic selected, Ivisited 43 shops and collected the data.

For this study, the survey was conducted in the entire city of Pilibhit covering all the

categories including students, working professionals etc.

The sample was randomly selected from Agra district & respondents were in the age group of

18 to 60+ years. The responses of the respondents were recorded on a pre-coded structure

questionnaire by the part-time casual interviewers trained for this purpose. The data in the

coded form were collected from the interviewers compiled and analyzed While selecting the

respondents due care was taken to give proper representation to female respondents as well as

different age groups & occupational categories.

Research Methods versus Methodology

It seems appropriate at this juncture to explain the difference between research methods and

research methodology.Research methods may be understood as all those methods/techniques

that are used for conduction of research. Research methods or techniques*, thus, refer to the

methods the researchers

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*At times, a distinction is also made between research techniques and research methods.

Research techniques refer to the behaviour and instruments we use in performing research

operations such as making observations, recording data, techniques of processing data and the

like. Research methods refer to the behaviour and instruments used in selecting and

constructing research technique. For instance, the difference between methods and techniques

of data collection can better be understood from the details given in the following chart

Type Methods Techniques

1. Library (i) Analysis of historical Recording of notes, Content analysis, Tape and Film

listening and Research records analysis.

(ii) Analysis of documents Statistical compilations and manipulations, reference and abstract

guides, contents analysis.

2. Field (i) Non-participant direct Observational behavioural scales, use of score cards, etc.

Research observation

(ii) Participant observation Interactional recording, possible use of tape recorders, photo

graphic

techniques.

(iii) Mass observation Recording mass behaviour, interview using independent observers in

public places.(iv) Mail questionnaire Identification of social and economic background of respondents.

(v) Opinionnaire Use of attitude scales, projective techniques, use of sociometric scales.

(vi) Personal interview Interviewer uses a detailed schedule with open and closed questions.

(vii) Focused interview Interviewer focuses attention upon a given experience and its effects.

(viii) Group interview Small groups of respondents are interviewed simultaneously.

(ix) Telephone survey Used as a survey technique for information and for discerning opinion;

may also be used as a follow up of questionnaire.

(x) Case study and life history Cross sectional collection of data for intensive analysis,

longitudinal collection of data of intensive character.

3. Laboratory Small group study of random Use of audio-visual recording devices, use of

observers, etc.

Research Behaviour, Play And Role Analysis

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particular method or technique and why we are not using others so that research results are

capable of being evaluated either by the researcher himself or by others. Why a research

study has been undertaken, how the research problem has been defined, in what way and why

the hypothesis has been formulated, what data have been collected and what particular

method has been adopted, why particular technique of analysing data has been used and a

host of similar other questions are usually answered when we talk of research methodology

concerning a research problem or study.

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DATA COLLECTION METHODS

The success of any project or market survey depends heavily on the data collection and

analysis. It is necessary that the data collected is a reliable data in order to achieve the

research objective. All data sources can be classified into two data:

1. PRIMARY DATA 2 SECONDARY DATA

1) PRIMARY DATA: -Primary data is the data which are fresh and collected for the first

time, and are original in character. There are various Primary data collection

techniques, which have helped in data gathering.

The primary data collection techniques used in the project is as follows:

a) PERSONAL INTERVIEW METHOD

b) QUESTIONNAIRE METHOD

c) OBSERVATION METHOD

2) SECONDARY DATA- Secondary data are those data, which have been already

collected or published for the purpose other than specific research need at hand .This data is

simply used up by the researcher for his purpose of collected the data and its use is now not

the same The secondary data source here in this project are:-

a) MAGAZINES

b) WEBSITES

c) JOURNALS

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 the

analytical, interpretive/objective design was chosen.

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Sample Size

Our project Guide, keeping in view the time consideration, determined the size of the

sample arbitrarily. The sample size I have taken 100 units.

Sampling Techniques

For the study we have taken a sample size of 50 respondents pose non probability sampling

technique. Further we also applied convenience sampling, judgment sampling, as a part of

non probabilistic sampling techniques.

Research Instruments-

Questionnaire-A printed questionnaire was their to make the survey.

Sampling plan

Sampling unit - Randomly Selected Respondents.

Sampling size- 100

Sampling procedure-Random sampling

Sampling method- Survey.

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DATA ANALYSIS

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CONCLUSION

As far as I can conclude this study I strongly feel thatr soft drink market is highly

diversified. Although it seems that Coca-cola is the market leader in the study area, it lacks

the necessary innovative marketing techniques being adapted by its main business rival Pepsi.

However, Coca-cola has managed to capatalise its global brand image and is currently the

market leader.

.

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LIMITATIONS

ANNEXURES

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QUESTIONAIRE

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BIBLIOGRAPHY

Business Today

Corporate World

Business Times

www.wikipedia.org

www.economictimes.indiatimes.com

http://www.trustline.in/

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http://www.wikipedia.com/http://www.wikipedia.com/http://www.economictimes.indiatimes.com/http://www.trustline.in/http://www.wikipedia.com/http://www.economictimes.indiatimes.com/http://www.trustline.in/

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