Summer Training FInal

8/3/2019 Summer Training FInal

1/66

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


2/66


3/66

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

3


4/66

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

4


5/66

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 retailoutlet 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.

5


6/66

OBJECTIVES

6


7/66

CHAPTER 1

INTRODUCTION

7


8/66

8


9/66

BEVERAGE INDUSTRY IN INDIA

Indias one billion people, growing middle class, and low per capita consumption of soft

drinks made it a highly contested prize in the global CSD market in the early twenty-first

century.

Ten percent of the countrys population lived in urban areas or large cities and drank ten

bottles of soda per year while the vast remainder lived in rural areas, villages, and small

towns where annual per capita consumption was less than four bottles.

Coke and Pepsi dominated the market and together had a consolidated market share above

95%. While soft drinks were once considered products only for the affluent. By 2003, 91% ofsales were made to the lower, middle and upper middle classes.

Soft drink sales in India grew 76% between 1998 and 2002, from 5,670 million bottles to over

10,000 million and were expected to grow at least 10% per year through 2012. In spite of this

growth, annual per capita consumption was only 6 bottles versus 17 in Pakistan, 73 in

Thailand, 173 in the Philippines and 800 in the United States.

In 2001, Coca-Cola recognized that to compete with traditional refreshments including lemon

water, green coconut water, fruit juices, tea, and lassi, competitive pricing was essential.

9


10/66

ORIGIN AND DEVELOPMENT OF THE SOFT DRINK

INDUSTRY

Soft drink industry scenario the world over is almost the same with two major players i.e.

Pepsi Co. and Coca-Cola having the major share in the pie.

The other major player in the industry is Cadbury-Schweppes and some local player in

individual countries. The major components of the industry consist of the concentrate

manufactures, bottles and the sales and distribution network of the companies the rule and

responsibilities of each of them are different.

The major activity taken up by the concentrate manufactures relates to the production of the

basic product which is bottled by the bottling plants mostly independents and subsequently

sold through the established distribution set ups of the respective companies.

Independents bottling arose primarily because it was not possible to create an effective

organization for operating a vertically integrated company with hundreds of geographically

separated manufacturing unit and local delivery operations given the limited transportation

and communication system of the time and the lack of sophisticated financial and

management controls.

In India after the exit of coke in 1977 Parle and pure drinks controlled the Indian Soft Drinks

market. By the end of 1970 Campa-Cola was practically alone in Cola market Parle

introduced Thums up in the beginning of 1980s. By the end of 80s Parle with Limca, gold

spot and Thums up emerged as clear winner with around 60% market share.

Finally in June 1990 Pepsi was launched in India under the brand name of Lehar Pepsi.

The most strategic step taken by Coca Cola was the purchase of Parle brands. With this coke

instantly had the ownership of countries tap soft drinks brands as well as got access to Parles

extensive 54 bottling plants as well as a pre set distribution net work. This purchase gave coke

an over might lead occur rival Pepsi which had came almost 5 year earlier.

10


11/66

FACTORS AFFECTING SOFT DRINK INDUSTRY

Seasonality: Seasonality is one of the most important factors that affect the soft

drink business. Seasonality is primarily influenced either by the weather, or by

holidays and religious festivals. Within the Group, soft drink business has different

seasonal cycles throughout the year.

Service frequency: This is another factor that affects the business. Service

frequency is the time gap between visiting a particular outlet again. Service frequency

directly affects the rotation time which in turn affects the value of business.

Demand pattern for the market: Every product has a different demand pattern and

affects the business.

Price of the product: Price of the soft drinks also affects the business. Due to perfect

competition in soft drink market, price of a product plays a major role in business.

Disposable Income: Disposable Income of the consumers also affects the business of

the soft drink players. A high disposable income of the consumers ensures a high

demand for the products in the market.

11


12/66

CHAPTER-2

12


13/66

PROFILE OF THE ORGANISATION

COMPANY PROFILE

Coca-Cola was first introduced by John Syth

Pemberton, a pharmacist, in the year 1886 in

Atlanta, Georgia when he concocted caramel-

colored syrup in a three-legged brass kettle in

his backyard. He first distribute the product by

carrying it in a jug down the street to Jacobs

Pharmacy and customers bought the drink for five cents

at the soda fountain. Carbonated water was teamed with the new syrup, whether by accident

or otherwise, producing a drink that was proclaimed delicious and refreshing, a theme that

continues to echo today wherever Coca-Cola is enjoyed.

Dr. Pembertons partner and book-keeper, Frank M. Robinson, suggested the name and

penned Coca-Cola in the unique flowing script that is famous worldwide even today.

By the year 1886, sales of Coca-Cola averaged nine drinks per day. The first year, Dr.

Pemberton sold 25 gallons of syrup, shipped in bright red wooden kegs. Red has been a

distinctive color associated with the soft drink ever since.

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

and Chief Executive Officer (CEO) of The Coca-Cola Company.

13


14/66

ABOUT THE COMPANY

(a) Values:-

The values that the employees in the Company are expected to keep up toand work by regularly are as follows:

14


15/66

(b) Vision for sustainable growth

The 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 hat 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.

Mission:-

Coca Cola Roadmap starts with their mission, which is enduring. It declares our purpose as a

company 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.

(c) QUALITY POLICY:-

To ensure customer delight, we commit to quality in our thoughts, deeds and actions by

continually improving our processes

15


16/66

HINDUSTAN COCA COLA BEVERAGE PRIVATE LIMITED

Coca-Cola was the leading soft drink brand in India until

1977, when it left rather than reveal its formula to the

Government and reduce its equity stake as required under

the Foreign Regulation Act (FERA) which governed the

operations of foreign companies in India. Coca-Cola re-

entered the Indian market on 26th October 1993 after a gap

of 16 years, with its launch in Agra.

The Coca-Cola Company acquired soft drink brands like Thumps Up, Gold spot, 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.

Coca-Cola is made up of 7000 local employees, 500 managers, over 60 manufacturing

locations, 27 Company Owned Bottling Operations (COBO), 17 Franchisee Owned Bottling

Operations (FOBO) and a network of 29 Contract Packers that facilitate the manufacture

process of a range of products for the company. It also has a supporting distribution network

consisting of 700,000 retail outlets and 8000 distributors .Between 2001 and 2003, the percapita consumption of cold drinks doubled due to the launch of the new packaging of 200 ml

returnable glass bottles which were made available at a price of Rs.5 per bottle. This new

market accounted for over 80% of Indias new Coca-Cola drinkers

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 than US$ 1 billion in India in the

first decade, and further pledged another US$100 million in 2003 for its operations.

16


17/66

A Pure Commitment to the Indian Economy

The Company has shaken up the Indian carbonated drinks market greatly, giving consumers

the pleasure of world-class drinks to fill up their hydration, refreshment, and nutrition needs.

It has also 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

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 its vast procurement, 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

Bottling Operations (FOBO) and a network of 29 Contract Packers that facilitate the

manufacture process of a range of products for the company. It also has a supporting

distribution network consisting 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 the Company. The complexity of the Indian market is reflected

in the distribution fleet which includes different modes of distribution, from 10-tonne trucks

to open-bay three wheelers that can navigate through narrow alleyways of Indian cities and

trademarked tricycles and pushcarts.

17


18/66

18


19/66

PRODUCT PROFILE

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 innovateand 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

19


20/66

IN THE LEMON SECTION

IN THE ORANGE AND APPLE SECTION

20


21/66

IN THE MANGO SECTION

IN THE JUICE SECTION

21


22/66

22


23/66

COMPETITORS

23


24/66

24


25/66

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. The marketing 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 sold by and its subsidiaries in nearly 200

countries around the world. Some of Coca-Colas latest domestic marketing strategies include

Coke dominating fountain sales.

Thousands of consumers visit fast-food restaurants every day and Coke feels that it is very

important to have the consumer see and drink their product at such chains as McDonalds,

Burger King, and Dominos Pizza.

SCHEMES as a Part of Marketing Strategies

SUMMER PET DHAMAKA SCHEME

This scheme was launched to attract the retailers. In this scheme retailer has to take 3 crates ofpet bottles and just fill an enrollment form to enter in this scheme. Crates will be 600 ml

flavor, 2 L flavor, and 600 ml or 1.2 L maaza.

The following will be the benefits:

1 with 600 ml flavor, he will be getting 3 bottles free

2 with 2 L flavor, he will be getting 1 bottle free.

3 with 600 ml or 1.2 L maaza, he will be getting 2 bottles free.

After this if he displays pet bottles in his shop for 20 days then on return he will be getting 9

bottles of 600 ml free.This scheme was liked by the retailers. And most of them enrolled

themselves for this scheme.

25


26/66

Sprite kholega toh bolega IPL Season 4

Riding on the passion of T20 cricket amongst consumers, Brand Sprite, Official Pouring

Partner of Kolkata Knight Riders (KKR) had announced the launch of a Special edition

Sprite Kolkata Knight Riders bottle. The latest initiative was a part of brand Sprites larger

consumer engagement program to leverage the second season of DLF IPL, 2009.

Independent research reports have shown, out of the 230 million mobile phone users in the

country, the youth continues to be the largest users of mobile phones. Combining this key

insight with the passion of T20 cricket, company had launched a special edition Sprite

Kolkata Knight Riders bottle with insignia of key players.

26


27/66

INDIA SALES PVT. LTD.

27

MD

VIKAS

AGAWAL

DIRECTOR

VIVEKRAJ

HEAD OF SALESP.N.SRIVASTAVA

GM (sales and

marketing)RAJIV KUMAR

SHARMA

GM FINANCERAJIV

ASM

LALITSAXENA

EXECUTI

VE

Z. ANSARI

DISTRIBUTION

AMAN KUMAR

PSR

MARKET

EXECUTION

MANAGER

AMRENDRASINGH

MARKETDEVELOPER

KEY A/C

MANAGER

EXECUTIVE

HR


28/66

TYPES OF OUTLETS

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

Volume

Channel

Income group

VOLUME

There 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 the total sales of the Company. It basically consists oforganizations that buy

28


29/66

large quantities of a product in one single transaction. The Company provides goods to these

customers on credit, payments being made by them after a certain period of time i.e. either a

month of half a month.

Examples: Clubs, fine dines restaurant, hotels, corporate houses etc.

Future Consumption:

This route consists of outlets of Coca-Cola products, wherein a considerable

amount of stock is kept in order to use for future consumption.The stock does not exhaust

within a day or two, instead as and when required stocks are stacked up by 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 a daily basis. The stocks of

products in these outlets are not stored for future use instead, are exhausted on the same day

and might run a little into the next day i.e. the products are consumed 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 along

with its neighboring areas are catered to. The consumption period is not taken into

consideration in this particularroute.

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.

29


30/66

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

provided by the company,

30


31/66

CHAIN FOLLOWED FROM MANUFACTURE TO

DISTRIBUTION

31

Manufacturing Plant,

Barabanki(u.p.)

Sales and

DistributionOperations

Distributors

Outlets

Outlets


32/66

PACKAGING DETAILS

no

32

1.2

LTR

600ML

2 LTR

250ML

200ML

300ML

PACK

SODA

LIMCASPRITE

FANTATHUMSUP

COKEMAAZA


33/66

33

1.2 LTR

1 LTR

600ML

2 LITRES

250ML

200ML

300ML

PACK NO.OF BOTTLES IN A CASE

12

6

24

9

24

24

24


34/66

34


35/66

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, I

visited 43 shops and collected the data.

For this study, the survey was conducted in the entire city of Agra and 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

35


36/66

*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

36


37/66

From what has been stated above, we can say that methods are more general. It is the methods

that generate techniques.

However, in practice, the two terms are taken as interchangeable and when we talk of

research methods we do, by implication, include research techniques within their compass.

Research methodology is a way to systematically solve the research problem. It may be

understood as a science of studying how research is done scientifically. In it we study the

various

steps that are generally adopted by a researcher in studying his research problem along with

the logic behind them. It is necessary for the researcher to know not only the research

methods/techniques but also the methodology. Researchers not only need to know how to

develop certain indices or tests, how to calculate the mean, the mode, the median or the

standard deviation or chi-square, how to apply particular research techniques, but they also

need to know which of these methods or techniques, are relevant and which are not, and what

would they mean and indicate and why. Researchers also need to understand the assumptions

underlying various techniques and they need to know the criteria by which they can decide

that certain techniques and procedures will be applicable to certain problems and others will

not. All this means that it is necessary for the researcher to design his methodology for his

problem as the same may differ from problem to problem. For example, an architect, whodesigns a building, has to consciously evaluate the basis of his decisions, i.e., he has to

evaluate why and on what basis he selects particular size, number and location of doors,

windows and ventilators, uses particular materials and not others and the like. Similarly, in

research the scientist has to expose the research decisions to evaluation before they are

implemented. He has to specify very clearly and precisely what decisions he selects and why

he selects them so that they can be evaluated by others also.

From what has been stated above, we can say that research methodology has many

dimensions

and research methods do constitute a part of the research methodology. The scope of research

methodology is wider than that of research methods. Thus, when we talk of research

methodology we not only talk of the research methods but also consider the logic behind the

methods we use in the context of our research study and explain why we are using a

37


38/66

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.

38


39/66

39


40/66

RESEARCH OBJECTIVES

The purpose of research is to discover answers to questions through the application of

scientific

procedures. The main aim of research is to find out the truth which is hidden and which has

not been discovered as yet. Though each research study has its own specific purpose, we may

think of research objectives as falling into a number of following broad groupings:

1. To gain familiarity with a phenomenon or to achieve new insights into it (studies with

this object in view are termed as exploratory orformulative research studies);

2. To portray accurately the characteristics of a particular individual, situation or a group

(studies with this object in view are known as descriptive research studies);3. To determine the frequency with which something occurs or with which it is

associated

with something else (studies with this object in view are known as diagnostic research

studies);

4. To test a hypothesis of a causal relationship between variables (such studies are

known as

hypothesis-testingresearch studies).

Thus in the present scenario, the research objectives can be summarized as below -

To find out Market comparison of all the available brands of the soft drinks in

the market.

The second objective of my report is to find out the brand availability of Coca Cola

vis -a vis Pepsi.

40


41/66

RESEARCH DESIGN

A research design is a framework or blueprint for conducting the research project. It specifies

the details of the procedures necessary for obtaining the information needed to structure

and/or solve research problem.

On the basis of fundamental objectives of the research we can classify research design into

two general types:

1) EXPLORATORY RESEARCH

2) CONCLUSIVE RESEARCH

Exploratory research is one type of research design, which has its primary objective the

provision of insights into, and comprehension of, the

problem situation confronting the researcher.

Conclusive research is designed to assist the decision maker in determining evaluating and

selecting the best course of action to take in a given situation.

Conclusive research can be further divided into two types:-

Descriptive

Experimental

The research design used in this project is a DESCRIPTIVE DESIGN.

Descriptive study as the name implies is designed to describe something-for example the

characteristics of users of a given product, the degree to which the product varies with

income, age, etc.

41


42/66

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.

Universe of the Study

42


43/66

The universe of the study, I have selected all retail outlets who are in a radius of Sanjay Place

(Agra) region.

Sample Size

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

sample arbitrarily. The sample size I have taken 50 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.

Area of Survey-Telipada, kasimgung, shahgung,sanjay place etc.

Sampling plan

Sampling unit - Owners of the retail outlets.

Sampling size- 50 outlets

Sampling procedure-Random sampling

Sampling method- Retailers survey.

43


44/66

DATA ANALYSIS

Interpretation

Retailers are much aware about brands Coca Cola, Pepsi and Parle while 20 of them were

aware about Catch. This can be due to the fact that its the new brand which was launched

recently, so many of them were not aware.

44

BRAND RETAILERS RESPONSE

Coca Cola 600

Pepsi 600

Parle 600

Catch 20


45/66

BRAND RESPONSE IN %

Coca Cola 12

Pepsi 8

Both 80

Interpretation

80% of the retailers sell both the brands, i.e. Coca cola and Pepsi,

While 12% and 8% of the retailers sells only Coca Cola and Pepsi respectively.

45


46/66

Response in %

Coca Cola 18

Pepsi 14

Both 40

No 28

InterpretationIt was seen that 40% of the outlets were having both (Coca Cola and Pepsi) visi coolers.

28 % of the outlets were without visi coolers.

While, 18% and 14% are provided by the Coca Cola and Pepsi respectively.

46


47/66

A BLACK FLAVOUR

Interpretations

In black flavour thums up has 90% availability; coca cola has 60% availability while Pepsihas only 70% availability.

B ORANGE FLAVOUR

Interpretation

Miranda is present in 60% of all the outlets surveyed

Fanta is present in 80% of all the outlets surveyed

C LEMON FLAVOUR

47


48/66

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.

48


49/66

D MANGO FLAVOUR

Interpretation

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

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

49


50/66

Interpretation

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

50


51/66

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 50

5. 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

I

nIInterpretation

51


52/66

After Surveying 10 Areas of Agra it was seen that Coca Cola has 63% of market share whilePepsi have 37%.

Response in

%

YES 64

NO 36

Interpretation

It was seen that 36% of the retailers were not satisfied with the distribution network.

So, company has to work really hard on this issue, if it has to maintain its position.

52


53/66

Daily sales Response in

%

0.5 2 crates 67

3-5 crates 18

6-10 crates 11

More than 10 crates 4

Interpretation

67% of the retailers have daily sales of 0.5-2 crates, and 18% of the retailers have daily salesof 3-5 crates. While 4 % of the retailers gives daily sales of more than 10 crates. Retailers

having sales of more than 10crates were basically the big shops or the restaurants likeWadhwa bakers, Raj and Raj, etc.

53


54/66

%

YES 60

NO 35

SOMETIMES 5

Interpretation

35% owners of the retail outlets complained that they are not informed about the variousschemes that are run by the company.60% agreed that they are informed about variousschemes while 5 % complained that they are not informed about various schemes on a regularbasis.

54


55/66

Response in

%

YES 89

NO 11

Interpretation

89% of them agreed with the statement jo dikhta hai wo hi bikta hai. While, 11% ofthem were against this.

55


56/66

Response in

%

Quality 2

Service 28

Schemes 32

Distribution 38

Interpretation

38% of the retailers suggested that company should improve its distribution, while 28% ofthem were not satisfied with its service. 2% and 32% were not happy with the quality andschemes respectively.

56


57/66

Response in

%

Excellent 32

Good 30

Average 20

Bad 16

Very bad 2

Interpretation

32% of the retailers were very happy with the Coca Cola, 30% rated Coca Cola good and20% of them rated as average.

2% rated Coca Cola as very bad; this can be due to many factors.

57


58/66

58


59/66

59


60/66

60


61/66

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.

Selected flavors like Thums Up from Cocoa Cola & Mountain Dew from Pepsi

represent market leaders drinks.

Retailers strongly feel the need for the launch of promotional schemes speciallyduring off season. It can also be inferred that as Pet bottles offer more portability & are cost

effective they emerge as buyerss choice.

It can finally be concluded that although Coca-cola is a global leader it is really facing

a stiff compition from Pepsi.

61


62/66

LIMITATIONS

62


63/66

ANNEXURES

63


64/66

QUESTIONAIRE

NAME OF THE SHOP

ADDRESS

TEL. NO. .

Q.1 Which brand you sell ?

PEPSI COCA COLA BOTH

Q.2 why you are not selling the Coca cola or Pepsi product?

Q.3 which company refrigerator you are having?

PEPSI COCA COLA BOTH

Q.4 Whether the purity of the refrigerator is maintained or not?

YES NO

Q5 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

64


65/66

(B)In PET

COCA COLA THUMS UP

SPRITE LIMCA

FANTA MAAZA

MMPO NIMBO FRESH

Q.6 which brand is preferred by the customers or which has the maximum sales?

PEPSI COCA COLA

Q.7 Are you aware of the various schemes run by the coca cola?

YES NO

Q.8 Are you satisfied with the distribution network?

YES NO

Q.9 Your daily sales?

0.5-2crates 3-5 crates 6-10 crates

More than 10 crates

Q.10 Do you think promotional activities can increase sales?

YES NO

Q11 According to you a company should improve upon?

Distribution Service

Quality Schemes

65


66/66

BIBLIOGRAPHY

Kotler Philip ; Marketing management; Pearson Education;New Delhi; 2007.

Business Today

Corporate World

Business Times

www.hydrochem.ind.in

www.oligopoly.com

www.wikipedia.org

www.ask.com

www.economictimes .india times .com
http://www.hydrochem.ind.in/http://www.wikipedia.org/http://www.ask.com/http://www.economictimes.indiatimes.com/http://www.hydrochem.ind.in/http://www.wikipedia.org/http://www.ask.com/http://www.economictimes.indiatimes.com/

Documents

Summer Training FInal