ROUTE TO MARKETING MANAGEMENT OF

PROJECT REPORT

ONMARKET SHARE OF COCA-COLA IN SOFT DRINK INDUSTRY

Submitted in partial fulfillment of the requirement for the

Award of the degree of

MASTER OF BUSINESS ADMINISTRATION (Marketing)UNDER GUIDANCE OF:

SUBMITTED BY:Ms. Shubhangi Rajpoot

Saad AbdullahH.O.D.

MBA (IIIrd Semester)

L.M.I.M.

Marketing

Lucknow

Roll no.: 1367070012Session: 2013-2015

LUCKNOW MODEL INSTITUTE OF MANAGEMENTLucknow

PREFACEI did my summer training at Coca-Cola Kanpur. I got training in the study of MARKET SHARE OF COCA-COLA IN SOFT DRINK INDUSTRYHence I am presenting the training report Marketing Strategies Analysis. All the mistakes and problems had been carefully removed with the help of all the managers.

SAAD ABDULLAHRoll No.: 1067070012MBA (3rd Sem.)

ACKNOWLEDGEMENT

We think if any of us honestly reflects on who we are, how we got here, what we think we might do well, and so forth, we discover a debt to others that spans written history. The work of some unknown person makes our lives easier everyday. We believe it's appropriate to acknowledge all of these unknown persons; but it is also necessary to acknowledge those people we know have directly shaped our lives and our work.

First of all we would like to thank my guide Ms. Shubhangi Rajpoot, Head of Department, Lucknow Model Institute of Management, Lucknow for his guidance throughout the semester. I also would like to thank Mr. Mohd. Faisal Khan, Area Marketing Manager, Hindustan COCA-COLA Beverages Pvt. Ltd. Kanpur for his valuable guidance during the training period.

Finally, I would like to thank My God, My Parents and my friends for all the support and blessings that was required for completion of this project.

SAAD ABDULLAHRoll No.: 1067070012MBA (3rd Sem.)

DECLARATION

I do hereby declare that the research report titled MARKET SHARE OF COCA-COLA IN SOFT DRINK INDUSTRY submitted by me in partial fulfillment of the requirement of Master of Business Administration, exclusively prepared and conceptualized by me and is not submitted to any other Institution or University or published anywhere before for the reward of any Degree/Diploma/Certificate. It is the Original work of mine and has not been obtained from any other part.

SAAD ABDULLAHRoll No.: 1067070012MBA (3rd Sem.)

TABLE OF CONTENT

TITLE

PAGE NO.

PREFACE

2 ACKNOWLEDGEMENT

3

DECLARATION

4

OBJECTIVE OF THE STUDY

6

CHAPTER-1, INDTRODUCTION

7 CHAPTER -2: COMPANY PROFILE

19 CHAPTER -3: INDUSTRIAL PROFILE

27 CHAPTER -4: PRODUCTS

37 CHAPTER-5: MARKETING DEPARTMENT

57

CHAPTER -5: RESEARCH METHODOLOGY

65 CHAPTER -6: DATA ANALYSIS

70 FINDINGS

82 SUGGESTIONS

84 LIMITATIONS

87 CONCLUSION

89 ANNEXURE

91 QUESTIONNAIRE

92 BIBLIOGRAPHY

96OBJECTIVE OF THE PROJECT

To determine the market share of Coca-Cola company.

To know about the consumers interest in Coca-Cola brand.

To know effectiveness of the marketing strategy in the market.

Consumer Satisfaction survey in the markets of Kanpur region.

Ensuring the availability of products in outlets.

To know whether the consumers are satisfied or not with the service and product quality of Coca-Cola.

To know what are the requirements, complaints and their suggestions.

What are the most preferred brands?

INTRODUCTION

OF TOPICINTRODUCTION OF TOPIC

Soft Drink Industry is a typical consumer product industry and has come a long way since its genesis in 1772. Around 1807 in U.S., Bottled soda was being manufactured on a large scale. Joseph Hawkins has invented a Machine and obtained the first recorded patent for manufacturing bottles carbonated with in 1809.

Today millions and millions of bottles are consumed every day all over the world. With the changing trends and habits, social and cultural differences among different countries are fast disappearing. Soft Drink culture has come up enormously through out the world. In almost all of the countries, Soft Drinks were consumed despite the varying factors like age, income, profession, climate etc. This has lead to the enormous increase in the Soft Drink Market.

They had being number of significant and far reaching changes in the globe. The disintegration of the USSR has been the most crucial one for the business of the world. As a result, there has been rethinking on the part of several governments to open their economy for international business. Accordingly, several of them have been pursuing market oriented economic policies.

Soft Drink Industry was considered as one of the typical consumer products industry. In India soft drinks manufacturing unit was first started by M/s. Parle (Exports) Pvt. Ltd., Mumbai in the year 1949.

Later Coca-Cola export corporation CCEC started its unit in Delhi in the year 1950. It captured the Indian Market and became the market leader of soft drink industry with in a short period.

In the early days, the concentrate was imported from an overseas plant of CCEC. In 1958, its own plant was setup at Delhi for manufacture of concentrate. It has 22 plants operated in 13 stages through 2, 00,000 retail outlets.

In 1971 sales touched Rs.637.78 lachs yielding profits of Rs.51.37 lachs before taxes. By 1976-77 margin before taxation was 55% - 60%, which is 35% - 40% more than that consumer goods gradually fetch. It enjoyed the monopoly powers as the market leader in the industry in the year 1975 government stipulated that it should dilute its equity of 40% to the Indian brands and transfer its technology to India.

The CCEC agreed to former condition and did not accept the later one as it wanted to keep allusion and quality control office in India to control its COKE concentration. In 1977 CCEC left the country. The gap created by the exit of CCEC laid a favorable ground for the indigenous products to capture the market.

After Coca-Cola bid a sad farewell in 1977, the Indian market was open for various new cool drinks and several companies come forward pursuing different brands in the market. Parle Exports Pvt. Ltd., introduced there cola Thums Up with a mighty bank saying Happy drinks are here again pure drinks of Delhi also without loosing much time introduced Campa Cola along with Campa Orange and Campa Lemon.

Modern bakeries a Government of India enterprise too entered the market with Double Seven and Moan Marketing with Marry and Pick Up. With this in the Indian high vantage advertising was on. The competition in the soft the peak drinks reached to stage. With Pepsi foods entering the Indian Market.

Pepsi has introduced its Coal Lehar Pepsi in 1989 with attractive advertisements. At present the main competitors are Coca-Cola and Pepsi Foods. In 1991, a New Maaza plant with Hot Process was built which posted over 5 to 6 Lakhs. In 1994, the company proposed to install a new Bottling Line costing about Rs.10.5 Crores to meet the increased demand on the capacity due to the introduction of Coca-Cola and other brands. The machinery is totally imported from Germany. By the end of July, 1995, the production was started.

Earlier, crates were handled manually. Now they are taken in pallet with a capacity of 32 crates per plate. This is lifted by Fork Lifter which costed Rs.7 Lacs. This system is at present working for unloading the empty bottles from the vehicles and it is also being tried for loading purpose. If loading is done manually, it requires ten people to work for one hour to load a truck. But with the above system, it takes only 30 min. with four people. Thus, the Bottling Unit is trying to mechanize to the possible extent.

Sales displays are the act of putting things for view or on view. In sales management, sales display means arranging systematically saleable goods so as to attract the attention of the customer. Advertising helps in awareness, reminding and informing customers about products and services. The actual product is not displayed in advertising. Sales displays fulfill that need by appealing to the eye of the prospects. Through a sales display, the manufacturer shows the goods or services to the customer. In the past sales display was the only media for exhibiting products and inducing prospects to buy the same. Sales displays are actually advertising at the point of purchase.

Sales promotion is another important component of the marketing communication mix. It is essentially a direct and immediate inducement. It adds extra value to the product and hence prompts the dealer/consumer to buy the product.

The committee on definition of the American marketing association defines sales promotion as follows.

In a specific sense, sales promotion includes those sales activities that supplement both personal selling and advertising, and coordinate them and make them.

SOFT DRINK INDUSTRY PROFILEEvolution of Soft Drinks:

Soft Drink Industry is a typical consumer product industry and has come a long way since its genesis in 1772. Around 1807 in U.S., Bottled soda was being manufactured on a large scale. Joseph Hawkins has invented a Machine and obtained the first recorded patent for manufacturing bottles carbonated with in 1809.

Today millions and millions of bottles are consumed every day all over the world. With the changing trends and habits, social and cultural differences among different countries are fast disappearing. Soft Drink culture has come up enormously through out the world. In almost all of the countries, Soft Drinks were consumed despite the varying factors like age, income, profession, climate etc. This has lead to the enormous increase in the Soft Drink Market.

They had being number of significant and far reaching changes in the globe. The disintegration of the USSR has been the most crucial one for the business of the world. As a result, there has been rethinking on the part of several governments to open their economy for international business. Accordingly, several of them have been pursuing market oriented economic policies. All the countries had to enter this line in time with the global changes.

INDUSTRY SCENARIO

Soft Drink Industry was considered as one of the typical consumer products industry. In India soft drinks manufacturing unit was first started by M/s. Parle (Exports) Pvt. Ltd., Mumbai in the year 1949.

Later Coca-Cola export corporation CCEC started its unit in Delhi in the year 1950. It captured the Indian Market and became the market leader of soft drink industry with in a short period.

In the early days, the concentrate was imported from an overseas plant of CCEC. In 1958, its own plant was setup at Delhi for manufacture of concentrate. It has 22 plants operated in 13 stages through 2,00,000 retail outlets.

In 1971 sales touched Rs.637.78 lachs yielding profits of Rs.51.37 lachs before taxes. By 1976-77 margin before taxation was 55% - 60%, which is 35% - 40% more than that consumer goods gradually fetch. It enjoyed the monopoly powers as the market leader in the industry in the year 1975 government stipulated that it should dilute its equity of 40% to the Indian brands and transfer its technology to India.

The CCEC agreed to former condition and did not accept the later one as it wanted to keep allusion and quality control office in India to control its COKE concentration. In 1977 CCEC left the country. The gap created by the exit of CCEC laid a favorable ground for the indigenous products to capture the market.

After Coca-Cola bid a sad farewell in 1977, the Indian market was open for various new cool drinks and several companies come forward pursuing different brands in the market. Parle Exports Pvt. Ltd., introduced there cola Thums Up with a mighty bank saying Happy drinks are here again pure drinks of Delhi also without loosing much time introduced Campa Cola along with Campa Orange and Campa Lemon.

Modern bakeries a Government of India enterprise too entered the market with Double Seven and Moan Marketing with Marry and Pick Up. With this in the Indian high vantage advertising was on. The competition in the soft the peak drinks reached to stage. With Pepsi foods entering the Indian Market.

Pepsi has introduced its Coal Lehar Pepsi in 1989 with attractive advertisements. At present the main competitors are Coca-Cola and Pepsi Foods.

Indian Soft Drinks Market:

Market Size:

Soft Drinks include all types of non-alcoholic carbonated flavored or sweetened beverage. Soft Drinks are mostly placed inbottles and come in a variety of flavors. Soft Drink manufacturing in India was first introduced by Parle in 1948.

With the introduction of fruit based soft drinks packed in tetra packs the bottled soft drinks market has an estimated size of 130 million cases per annum (1 case = 24 bottles) which is worth around Rs.1,400 crores with an annual growth rate of about more than Rs.1 Crore.

The population of India is over 100 crores and retail outlets are over 3 lakhs compare to Philippines where the population is only 60 million and retail outlets more than 4 lakhs.

The per capita consumption of soft drinks in India is very low at 3.5 bottles per annum. Presently there are approximately 12 crores consumers in India and in Delhi alone there are 12 lakh consumers. It was estimated that by the end of this year Indias share to the world market will be around 0.5% to 1%.

Delhi is the largest consumer of soft drinks in India with an annual consumption of 75 lakh cases. Mumbai stands second with 50 lakh cases. Together they account for 25% of the national sale.

There is tremendous growth potential in India but the per capita consumption has not grown as the focus was mainly on the four metros and some important urban cities. Focus on the rest of the country especially the rural areas has been ignored.

Simple arithmetic reveals why Coca-Cola and Pepsi are battling it out the India Market even with the pathetic per capita consumption. This is because Indians consume 2.7 billion cases or soft drinks every year. USA on the other hand with its population 200 million consumes only 80 millions every year.

It is assumed in the study that soft drink market can triple and grow at a rate 2001 is 15% or 20% per annum for the rest or the country. In the beverage market, which is worth over 2,000 Crores, more than 50% of the entire sales take place in the month of May and June.

SOFT DRINK SECTOR OVERVIEW:

Background:

Non-alcoholic soft drink beverage market can be divided into fruit drinks and soft drinks.

Soft drinks can be further divided into carbonated and non-carbonated drinks. Cola, Lemon and Oranges are carbonated drinks while mango drinks come under non-carbonated category. The soft drinks market till early 1990s was in hands of domestic players like Campa, Thums Up, Limca etc but with opening up of economy and coming MNC players Pepsi and Coke are the leaders in carbonated drinks market in India it is Pepsi which scores over Coke but this difference is fact decreasing (courtesy huge ad-spending by both players). Pepsi entered Indian market in 1991 coke re-entered (After they were thrown out in 1977, by the then central government) in 1993.

Pepsi has been targeting its products towards youth and it has struck right chord with the market and the sales have been doing well by sticking to this youth bandwagon. Coke on the other hand struggled initially in establishing it self in the market. In a span of 7 years of its operations in the country it changed its CEO four times but finally they seem to have started understanding the pulse of India consumers.

Soft drinks are available in glass bottles, aluminum cans and PET bottles for boom consumption. Fountains also dispense them in disposable container.

Segmentation:

The soft drink market can be segmented on the basis of place of consumption or on the basis of type of products.

The variable place of consumption divides the market into two parts:

On premises 80% of the consumption of soft drinks is on premise ie., restaurants, railway stations, cinemas etc.,

At-home-the rest 20% of the market comprises of the soft drink purchased for consumption at home.

The market can also be segmented on the basis of types of products into cola products and non-cola products.

Cola products account for nearly 61 62% of the total soft drinks market. The brands that fall in this category are

Pepsi

Coca-Cola

Thums Up

Diet Coke

Diet Pepsi

Non-Cola segment which constitutes 36% can be divided into 4 categories based on the types of flavours available namely:

Orange

Cloudy Lime

Clear Lime

Mango

CHAPTER-TWOCOMPANY PROFILE HISTORY OF THE COMPANY

EARLY GROWTH

WARTIME DEVELOPMENT

PSOTWAR GROWTH

RECENT DEVELOPMENTS

HISTORY OF COCO-COLA

This story begins in Atlanta, Georgia on May 8, 1886, when a pharmacist called Dr. John Smith Pemberton First mixed Coca-Cola in his back yard. This formula, which was made from carbonated water, cane sugar syrup, caffeine, extracts of Kola nuts and cola leaves, was brought to the nearby Jacobs Pharmacy where it made its Debut as a soft drink the same day, selling for only 5 cent. His Bookkeeper named this drink Coca-Cola after the first two ingredients and the same distinctive script he wrote it in is the same logo they use today.

In January 1893 Coca-Cola was registered with the U.S. patent office. Late on in 1915 the Root glass company created the famous contour glass bottle for Coca-Cola in 1915.

In 1917 Coca-Cola was found to be the worlds most recognized trademark with a record of 3 million Cokes sold per day. Unfortunately, John Pemberton fell ill, and did not live to see his products success.

Sadly, in the first year of Cokes existence, Pemberton and his partner only made $50. Pemberton sold two third of his business in 1888 to cover his losses and keep the business afloat.

He died later that year, and Mr. Candler, an Atlanta druggist, purchased total interest in Coca-Cola for an unbelievable $2300 in 1891. In 1891, Candler and his brother formed the Coca-Cola Company.

EARLY GROWTH

In 1893 Candler registered Coca-Cola as a patented trademark. He also responded to growing concern over the dangers of cocaine by reducing the amount of coca in the drink to a track. However, he kept some coca extract in Coca-Cola so the name would accurately describe the drink. Candler only had a patent on the name, and not the drink syrup that is, the drinks base, containing all the ingredients minus carbonated water. He figured that Keeping the Coca in his formula would legally allow the company to distinguish its drink from imitations. Other companies also produced soda drink made with cola nut extract. In particular, the Pepsi-Cola Company would become Coca-Cola Companys major competitor over the next few decades.

Candler also spent more than $11,000 on his first massive advertising campaign in 1892. The Coca-Cola logo appeared across the country painted as a mural on walls; displayed on posters and soda such as calendars and drinking glasses. In addition, Candler was the first person ever to use coupons to gain customers for a product. He distributed flyers offering free soda fountain glasses of Coca-Cola to people visiting his drugstore.

In 1894 the Coca-Cola Company opened its first Coke syrup production plant outside of Atlanta, in Dallas, Texas. That same year a candy storeowner in Vicksburg, Mississippi, installed bottling machines and produced the first bottled Coke. It had previously been sold only at soda fountains. By 1895 the drink was sold in all U.S. states and territories.

In 1899 lawyers Benjamin Thomas and Joseph Whitehead of Chattanooga, Tennessee, bought the exclusive right to distribute Coke syrup to bottles throughout most of the country for only on dollars, at the time, Candler saw little profit in bottling and was more than willing to give up that part of the business.

In 1915 the Root Glass Company created a couture glass for Coke, its design based on the curvature of a coca bean. This bottle design became a Coke trademark worldwide. The same year, Candler retired from company, passing it on to his children and moving into polities. He was elected mayor of Atlanta in 1916.

In 1919 the Candler family sold Coca-Cola to businessman Ernest Woodruff of Columbus, Georgia, for $25 million. Woodruff son, Robert, was elected company president in 1923. Robert Woodruff was skilled marketer, and he put more of the companys resources into market research than manufacturing Coke.

WAR TIME DEVELOPMENT

During World War II (1939-1945), Woodruff also boosted Cokes popular image in the United States by pledging that his company would provide Coke to every U.S. soldier. The company did not limit itself, however, to only doing business that would increase its success in America. In the period leading up to the war, between 1930 and 1936, it had set up a division of the company it Germany, and it continued that venture during the war. It recreated its image as a German company and allowed the Germans to produce all but two, secret, Coca-Cola ingredients in their own factories.

In 1941 the German companys president, Max Keith, developed Fanta orange soda using orange flavor and all the German-made Coke ingredients. The Coca-Cola Companys wartime efforts helped it expend its global market, often with the economic support of the U.S. government.

By the end of the war in 1945, it had established 64 overseas bottling plants. The same year the company registered a patent on Coca-Colas popular nickname, COKE.

POST WAR GROWTH

In 1955 Robert Woodruff retired as the Coca-Cola Companys president. Candler and Woodruff are remembered as the two most important figures in the companys early growth, both for their contributions to the company and their considerable fortunes donated to the city of Atlanta. After Woodruff departure, the company began to diversify by producing new products, acquiring new business, and entering new international markets.

In 1960 the Coca-Cola Company purchased the Minute Maid Corp. producer of fruit juices and began offering Coke in cans. Between 1960 and 1963 it also launched four new soft drinks in the United States: Fanta, an orange soda; Sprite, a lemon-lime soda; Diet Cola; Diet grapefruit-flavored soda. In 1964 the company was acquired by merging its Duncan and Minute Maid operations.

In the late 1960 Coca-Cola faced difficulties in some of its foreign markets. When the company built a bottling plant in Israel at the outset of the Arab-Israel War, the government of all Arab League nations banned the production and sale of Coke. A year later the company withdrew from its markets in India when that countrys government requested that Coca-Cola reduces its equity in joint ventures to 40 percent. The company refused to relinquish so much control over those operations.

In 1977 Coca-Cola began packaging Coke and other drinks in two-liter plastic bottle. The Popularity of these large bottles grew over time, and their sales earned the company new project, primarily in small specialty and convenience stores.

In 1982 the company introduced Diet Coke, which soon becomes the best selling diet soft drink in the world.

Also in 1982, Coca-Cola purchased the motion-picture company, Columbia Picture Industries, also known as Tri-star Pictures, for almost $700 million. Tow year later, the company sold off its Columbia holdings and other media acquisitions to Sony Corporation for over $1.5 billion.

By 1984 Pepsi-Cola had gained on Cokes previous domination of the U.S. market to the point that the two had almost equal sales. In an attempt to return market dominance, the company attempted the first-ever reason of the original Coke recipe. The American public largely rejected New Coke, and so the company quickly returned to also producing the old recipe under the name Coca-Cola classic.

RECENT DEVELOPMENTS

In 1986 the Coca-Cola Company consolidated all of its no franchised U.S bottling operating as Coca-Cola Enterprise, Inc. The new company began acquiring independent bottling companies, a venture that grew into the worlds largest bottle of soft drinks by1988, while Coca-Cola Enterprise distributes over half of all Coca-Cola products in the United States, small franchises businesses continue to bottle can and distribute the companys drink worldwide.

In 1987 the Coca-Cola Company was fisted in the prestigious Dow Jones Industrial Averages index of stock market performance. Its stock is traded on the New York Stock Exchange (NYSE). Coca-Cola and Pepsi Company products occupied nine of the top ten spots in the U.S. soft drink market in themed 1990s.

Worldwide, Coca-Cola ranked first in soft drink sales, and the company earned almost 80 percent of its profits from international sales.

CHAPTER THREEINDUSTRIAL PROFILE INDUSTRIAL PROFILE

SOFT DRINK INDUSTRY IN INDIA

COCA COLA IN INDIA

VISION OF COCA COLA IN INDIA

MISSION OF THE COCA COLA IN INDIA

INDUSTRIAL PROFILE

A soft drink (widely referred to as soda, pop, or soda pop) is a drink that contains no alcohol but is usually referred to as a sugary drink. Soft drinks are often carbonated and commonly consumed while cold and or room temperature. Some of the most common soft drinks include cola, flavored water, sparkling water, iced tea, sweet tea, fruit punch, root beer, and cream soda etc.

The term "soft" is employed in opposition to "hard", i.e. alcoholic drinks. Generally it is also implied that the drink does not contain milk or other dairy products. Hot chocolate, hot tea, coffee, tap juice milkshakes also do not fall into this classification.Many carbonated soft drinks are optionally available in versions sweetened with sugar or with non-caloric sweeteners.

The terms used for soft drinks vary widely both by country and regionally within some countries

CountryTerms

AfghanistanNooshabeh (Persian: ), Coke refers to all soda not specifically to Coca-Cola

Australiasoft drinks, fizzy drinks

Brazilrefrigerante, guaran (When referring to guarana flavored softdrinks)

Canadapop, cola, soft drink, Coke (any dark soda, but not root beer) (Almost never referred to as "Soda")

ColombiaGaseosa, refresco, cola

Estoniakarastusjook, limonaad, limps

Finlandvirvoitusjuoma, limonadi, limukka

Indiacold drink(s), cool drink(s), soft drinks(formal)

IranNooshabeh (Persian: )

Irelandminerals, soft drinks, fizzy drinks

IsraelGazoz (bubbly) or Mashke Kal (light drink)

NetherlandsFrisdrank

New Zealandsoft drink, fizzy drink

Norwaybrus, mineralvann

Pakistancold drink(s), soft drinks/drinks(formal)

Portugalrefrigerante, gasosa, bebida com gs, gaseificada

PhilippinesSoft drink, Coke (any kind of cola)

Scotlandginger, coke, juice, jeg, soft drink

South Africacooldrink, colddrink, fizzy drink, soft drink (formal)

South Korea"Cola" for Coca-Cola and Pepsi. "Soft drink" for every other soda.

Spainrefresco, soda

United Statescoke, cola, pop, soda, soda-pop, soft drink

United Kingdomsoft drinks, pop, fizzy drinks

SOFT DRINK INDUSTRY IN INDIAINTRODUCTION

The Indian Soft-Drink Industry is a 3500 crore rupee Industry comprised of consumers throughout the country, and of all ages. The industry has been comprised of all Indian Soft Drinks manufactures and the multinational Coca Cola up to 1976.

From 1976 to 1989, the industry only comprised of Indian manufacturers namely, Parle, Campa Cola and Dukes. Decades of 90s have brought changes in Government Policies of liberalization, which has helped us1er in two huge American Multinational Pepsi Cola international and Coca Cola.

THE CHRONOLOGY OF SOFT DRINK SCENARIO IN INDIA

1977

Refusing to dilute its equity stake, Coca Cola winds up its operations in the country.

Thums Up from Parle and Campa Cola from Pure Drinks launched.

1986

An application for a soft drink cum snack food joint venture by Pepsi. Voltas and Punjab Agro is submitted to the Indian Government.

1988

Final approval for the Pepsi food limited project granted by the Cabinet committee on economic affairs of the Rajeev Gandhi Government.

Coca Cola South Asia Holding Incorporation of the U.S. files an application to manufacture soft drinks concentrate in Noida (Delhi) free trade zone.

1990

Pepsi Cola and 7up launched in limited market in North Indian.

The Government clears the Pepsi Project again but with brand name changed to Lehar Pepsi. Simultaneously, it also rejects the application of coke. Citra hits the market from the Parle Stable.

1991

Britco food files an application before FIPB to set up a new 50 crore facility in Maharashtra.

Pepsi extends its soft drink reach on national scale. Products launched in Delhi and Bombay.

Britco food application cleared by the FIPB, Pepsi and start initial negotiations for a strategic alliance but talks break off after a while.

1993

Pepsi launches Teem and Slice to counter Limca and Maaza respectively from Parle. Pepsi captures about 30% market share in about two years.

Coke files an application for a 100% owned soft drinks Company with FIPB, decides to part ways with Rajan Pillai. The Government clears the Coke application in record time.

Voltas pulls out of the Pepsi Food Limited joint venture. Pepsi decides to buyout the Voltas share and raises its equity to 92% Report of Coke Parle joint gain strength.

Pepsi launched 1 liter bottles in Pepsi Cola, Mirinda and Teem flavors. Sweeps off the 100 ml segment over Pure Drinks.

Coca Cola buys out Parle and major leaders of the market, Ramesh Chauhan, becomes a part of the Coke game plan.

Fountain Pepsi launched in the Northern part of India.

Coca Cola hits the Indian in 300 ml at the price of 250 ml. equity 100 % for Coca Cola.

Pepsi jump up in to Mineral Water name Aquafina.

2000

Coca Cola Indian has registered a growth of 18th percent in its net sale during the first quarter of the current fiscal year.

Hrithik the burning sensation of Bollywood is hired to advertise Coke is very effective.

2001

Coca Cola up grated from 1.5 ltr. to 2 ltr.

Coke hired Aishwaria Rai, Amir Khan and Hrithik for effective advertising.

COCA COLA IN INDIAThe Coca Cola company entered India in the early 1950s. It set up four bottling plants at Bombay, Calcutta, Kanpur and Delhi. In 1950 as there were negligible companies in Indian market therefore Coca Cola did not face much competition and they were accepted in Indian market more easily. By the end of 1977 Coca Cola had captured more than 45 % of market share in India. Coca Cola left India following public disputes over share holding structure and import permit.

As per FERA REGULATION the company was required to India close operation by May 5, 1978 yet strongly enough the companys operation come to end in July 1977.In October 1993, Coca Cola returned to India after 16 years of absence with the slogan Old waves have come to India again first launched in HATHRAS near AGRA HOME of the famous TAJ MAHAL.At this time Parle was the leader in soft drink market and had more than 60 % of the total market share in soft drink Coca Cola joined hand with Parle and strategic alliance with Parle export give the company instant ownership of the nation top soft drinks brands Thumps Up, Limca, Citra, Gold Spot and Maaza access to Parles extensive 62 plants bottling network and a base for the rapid introduction of the companys international brand by striking a $40 million deal with Parle Coke almost a clear sweep and made it goal as To become an all occasion drink not a special treat beverage.VISION OF COCA COLA IN INDIA

Provide exceptional strategic leadership in the Coca Cola India System resulting in consumer and customer preference and loyalty through Coca Colas commitment to them, and in a highly profitable Coca Cola corporate branded beverage system.

MISSION OF COCA COLA IN INDIACreate consumer products, services and communications customers service and bottling system strategy processes and tools in order to create competitive advantages and deliver superior value to:

Consumers as a superior beverage experience.

Consumers as an opportunity to grow profits through the use of finished drinks.

Bottles as an opportunity to make reasonable to grow profits and volume.

Suppliers as an opportunity to make reasonable profits when creating real value added in an environment of system wide teamwork, flexible business system and continuous improvement.

CCI associates as superior career opportunity.

CHAPTER FOURPRODUCTS PRODUCT PROFILE OF COCA COLA

CONSUMER CHOICE AT A GLANCE

DIFFERENT PLAYERS IN THE SOFT DRINK MARKET WHERE THE MONEY GOES

SWOT ANALYSISPRODUCT PROFILE OF COCA COLA

Products and BrandsThe Coca-Cola Company offers nearly 400 brands in over 200 countries, besides its namesake Coca-Cola beverage. This includes other varieties of Coca-Cola such as:

Diet Coke (introduced in 1982), which uses aspartame, a synthetic phenylalanine-based sweetener in place of sugar

Diet Coke Caffeine-Free

Cherry Coke (1985)

Diet Cherry Coke (1986)

Coke with Lemon (2001)

Diet Coke with Lemon (2001)

Vanilla Coke (2002)

Diet Vanilla Coke (2002)

Coca-Cola C2 (2004)

Coke with Lime (2004)

Diet Coke with Lime (2004)

Diet Coke Sweetened with Splenda (2005)

Coca-Cola Black Cherry Vanilla (2006)

Diet Coca-Cola Black Cherry Vanilla (2006)

Coca-Cola BlacK (2006)

Diet Coke Plus (2007)

COCA-COLA PACKGLASS

PET

CAN

FOUNTAIN

200ml, 300ml

500ml, 1.5lit,

500ml, 1000ml

2lit, 2.25lit,

330ml

Various Sizes

500ml + 100ml

THUMPS-UP PACK

Strong Cola Taste, Exciting Personality

Thums Up is a leading carbonated soft drink and most trusted brand in India. Originally introduced in 1977, Thums-Up was acquired by the Coca Cola Company in 1993.

Thums Up is known for its strong, fizzy taste and its confident, mature and uniquely masculine attitude. This brand seeks to separate the men from the boys.

GLASS

PET

CAN

FOUNTAIN

200ml, 300ml

500ml, 1.5lit,

500ml, 1000ml

2lit, 2.25lit,

330ml

Various Sizes

500ml + 100ml

LIMCA PACKLIMCA is the drink that can cast a tangy refreshing spell on anyone and anywhere. Born in 1971, Limca has been the original thirst choice, of millions of consumers for over 3 decades.

The brand has been displaying healthy volume growths year on year and Limca continues to be the leading flavor soft drink in the country.

The success formulaThe sharp fizz and lemoni bite combined with the single minded positioning of the brand as the ultimate refresher has continuously strengthened the brand franchise. Limca energizes refreshes and transforms. Dive into the zingy refreshment of Limca and walk away a new person.

GLASS

PET

CAN

FOUNTAIN

200ml, 300ml

500ml, 1.5lit,

500ml, 1000ml

2lit, 2.25lit,

330ml

Various Sizes

500ml + 100ml

SPRITE PACK

Sprite is considered to be lemony in taste, and comes under the category of cloudy lemon because of its color, which is similar to that of clouds. It has to yield good sales revenue. It is generally preferred by Children & Women.

GLASS

PET

CAN

FOUNTAIN

200ml, 300ml

500ml, 1.5lit,

2lit, 2.25lit,

330ml

Various Sizes

500ml + 100ml

FANTA PACK

Fanta, a product developed in Germany due to shortages of supplies to make Coca-Cola, was merged into the Coca-Cola brand line following the end of the war.

Internationally, Fanta The Orange drink of the Coca Cola Company, is seen as one of the favorite drinks since 1940s. Fanta entered the Indian market in the year 1993.

Perceived as a fun youth brand, Fanta stands for its vibrant color, tempting taste and tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge in the moment. This positive imagery is associated with happy, cheerful and special times with fiends.

GLASS

PET

CAN

FOUNTAIN

200ml, 300ml

500ml, 1.5lit,

2lit, 2.25lit,

330ml

Various Sizes

500ml + 100ml

MAAZA PACKMaaza was launched in 1976. Era was a drink that offered the same real taste of fruit juices and was available throughout the year.

In 1993, Maaza was acquired by Coca Cola India. Maaza currently dominates the fruit drink category.

Over the years, brand Maaza has become synonyms with Mango. This has been the result of such successful campaigns like Taaza Mango, Maaza Mango. And Botal mein Aam, Maaza hain Naam. Consumers regard Maaza as wholesome, natural, fun drink which delivers the real experience of fruit.

The current advertising of Maaza positions it as an enabler of fun friendship moments between moms and kids as moms trust the brand and the kids love its taste. The campaign builds on the existing equity of the brand and delivers a relevant emotional benefit to the moms rightly captured in the tagline Yaari Dosti Taaza Maaza.GLASS

TETRAPACK

PET

FOUNTAIN

200ml,

125ml,

1000mlVarious Sizes

250ml

200ml

KINLEY DRINKING WATER

Kinley (boond boond mein vishwas)

The water, a thirst quencher that refreshes, a life giving force that washes all the toxins away. A ritual purifier that cleanses, purifies, transforms. Water is the most basic need of our life. We cant survive without water.

The importance of water can never be understood. Particularly in a nation such as India where water governs the lives of the millions, be it as part of everyday rituals or as the monsoon which gives life to the sub-continent.

Kinley water understands the importance and value of this life giving force. Kinley water thus promises water that is as pure as it is meant to be. Water you can trust to be truly safe and pure.

Kinley water comes with the assurance of safety from the Coca Cola Company. That is why we introduced Kinley with reverse-osmosis along with the latest technology to ensure the purity of our product. Thats why we go through rigorous testing procedures at each and every location where Kinley is produced.

MINUTE MAID (a 62 year success story)The history of the Minute Maid brand goes as far back as 1945 when the Florida Foods Corporation developed orange juice powder. The company developed a process that eliminated 80% of the water in orange juice, forming a frozen concentrates that when reconstituted created orange juice. They branded it Minute Maid, a name connoting the convenience and the ease of preparation (in a minute). Minute Maid thus moved from a powdered concentrate to the first ever orange juice from concentrate.

Over the years, through innovations and unmatched consumer experience provided in over 60 countries, Minute Maid brand has clearly become one of the worlds largest juice and juice drink brands. The launch of Minute Maid Pulpy Orange in India (starting with the south of the country) is aimed to further extend the leadership of Coca Cola in India in the juice drink category.

CONSUMER CHOICE AT A GLANCE

Coca Cola

Mainly preferred by the Youngster & Kids.

Thumps-Up

Youngster.

Limca

Common Drink.

Fanta

Basically preferred by Ladies and Kids.

Maaza

Ladies and Kids.

Sprite

Not clearly defined.

Kinley Soda

Mostly for those who consume liquor.

DIFFERENT PLAYERS IN THE SOFT DRINK INDUSTRY

PEPSI

Caleb Brandhum, a North Caroline Pharmacist, structure Pepsi Cola in the 1890s as cure of dyspepsia (indigestion). In 1902, Bradhumapplied for a trade mark, issued ninety seven share of stock and began selling Pepsi syrup in earnest. In his first year of business he spends $1900 on advertising a huge sum that he sold only 8000 gallons of syrup. In 1905 Bradhum built Pepsis bottling plant. By 1907 he was selling 10,000 gallons a year, two years later; he hired New York advertising agency. After passing through many troubles for some period now Pepsi is a market leader in international areca and is available in 187 nations throughout the world in 18 flavors having its Head Office in New York, United State.

Pepsi has 13 bottlers with 26 plants in India. Through this compared with 60 plants of coke is quite less, yet the market share of Pepsi has increased quite significantly.

PEPSI IN INDIA

This $3040 billion, New York (U.S.) based Pepsi Company, had to start from scratch after entering the country in 1989. Deep blue Pepsi is a broad based food and beverage company, deriving more than 60 % of its sales and operating profits from its snack foods and restaurant business.

Pepsi started its commercial production in 1990 with plants, one at Channo (Sangrur) and other at Jahura (Distt. Hoshiarpur). Pepsi drink, which was introduced six year back, has now become the household name thought the country.

The marketing efforts of Pepsi in the first three year were so successful, that Pepsi had taken major market share of Parle and Parle has to face hard times. Pepsi-Cola has been positioned as a drink for the young. Its popular slogan Yehi Hai Right Choice Baby go to show that appeal is significantly for the younger generation in a popular, much aired commercial, Bollywood star and cricketer Sachin Tendulkar began to cordon in the tune only after hed guzzled, the right cola, made the smart choice (A-Ha!).

Behind the hype in an effort invisible to consumer Pepsi pumped in Rs. 300 crore to add muscle to its infrastructure in bottling and distribution.

WHERE THE MONEY GOES

Low per capital consumption of soft drink in India may be linked to the inflated prices of such drinks. But surprisingly it leaves a very low margin for bottlers decocanised. Candler had later testified on court that coke contained a very small proportion of drug without the coke would never have been as popular as it was its early days. The cocaine was eliminated in 1903, as panicked reaction to the raising criticism, inflamed by newspaper allegations that black coke drinkers were attacking whites.

In 1917, Candler gave almost all of his coke, stock to his children, who sold out two years later to a syndicate headed by, Atlanta Banker Ernest Woodruff, for $25 million. Woodruff eventually took over and ruled the company to its present glory. Woodruff died in 1985.

COKE IN INDIA

Despite the formidable track of its parent (Coca Cola Company the $18 billion gaint, based in Atlanta U.S.), Coca Cola Indias record in Rs. 1800 crore soft drinks market is prominent. Coca Cola entered Indian market after 19 years from Hathras December 1993 Coca Cola became the undisputed leader of the Indian soft drink industry, because if their acquiring rights of Ramesh Chauhans aerated Parle drinks.

With one stroke of the pen, and a bill of 140 crore Coca Cola picked by five brands Thumps-Up, Limca, Gold Spot, Citra and Maaza with a combined market share of 69 percent with Thumps-Up alone accounting for 56 % of the then 650 crore cola segment.

Coca Cola worlds largest selling soft drink and which sells nearly half the soft drink of would market its recently with planned strategy.

SWOT ANALYSIS OF THE COMPANY IN KANPUR REGION

Swot analysis is nothing but a technique which provides a deep analysis of the company and also how to fight with the competitive market. In this analysis basically there will be four very crucial points to analyze which are-

1-STRENGTHS 2-WEAKNESSES3-OPPRTUNITIES4-THREATS

STRENGTHS

There are some very important points which have been carrying forward by me in this part-

Strong brand name.

Effective and efficient management.

Adaptability with changing market trend and demand.

Strong market strategy.

Strong distribution channels.

Very strong supply chain management.

Service centers for solving the problems of the outlet holders.

WEAKNESS

Lack of proper sales man training.

Problems in the frequency of the delivery of products.

Lack of small vehicles to deliver the products in the streets.

Some agencys which are not paying proper attention from the side of outlet holders.

Not able to satisfy the outlet holders in the peak season (April, May and June).

OPPORTUNITIES

Diversification of juice products.

With growing juice market so handsome opportunity to increase sales and capture market.

Continuously increasing demand for coke products in the market.

Easily new products are being promoted by the company having existing one.

Competitive weakness for other companies.

Very good Customer Relation Management.

THREATS

Change in taste of people.

More competitors.

Unpredictable market conditions.

Changing economy.

Lack of staff for proper investigation.

Lack of new technology.

CHAPTER FIVE MARKETING DEPARTMENT

SALES PROMOTION TECHNIQUES OF THE COMPANY

CRITERIA FOR PROVIDING FREE CHILLING EQUIPMENTS

MARKETING DEPARTMENT

Marketing is getting right goods and services at right time and right place to right people at right price with right communication.

The comprehensive marketing activity at Kanpur Marketing Services is controlled by Mr. Mohd. Faisal Khan, Area Marketing Manager. Today consumers have different measurement to buy above which has a smaller self-life. The major market of soft drink is under the grab of local distributions, which provides the innocent consumers all the sort of connections.

M. D.

DIRECTOR

G. M.

SALES MANAGER

Marketing Executive

Distribution Manager

Key Account

SALES PROMOTION TECHNIQUES OF THE COMPANY

Good Advertising

Effective Incentives Policy

Quality

Wide and Deep Distribution System

Attractive Packaging

Allotting SGAs (Refrigerator, Chest Cooler, Table Umbrella, Chairs) to retailers

Decorating Retailers shop by display board, dealers board etc.

CRITERIA FOR PROVIDING FREE CHILLING EQUIPMENT

With every 1-2 crates purchased daily or alternatively an icebox is provided.

For an average consumption of 5-6 crates, a visi-cooler of 4 crates.

For a purchase of 7-8 crates daily, a visi-cooler 7 crates.

If purchase exceeds 8 crates, then 9 crates visi-cooer or deep fridge is provided.

With each chilling equipment a stabilizer was being provided, it may be of 1kv or 5kv.

How to increase sale by putting display

The job of promoting your co-op encompasses everyone involved in the business. Employees, board members and even member/shoppers participate in marketing the co-op. This group is your informal marketing team. By formalizing this base, a successful, low cost marketing campaign can be built. Your reasons for formalizing this team may be multi-faceted - new location, remodeled store, or slow sales and stagnant membership. Whatever the situation, your primary goal is to increase your member/shopper base and sales. By making Your marketing team more aware of the role they play in promoting the co-op, they will pay more attention to it. The increased attention will result in an improvement in the basic marketing techniques used in your co-op.

How does this group form your marketing team? In order to realize everyone's role, you need to consider how every aspect of co-op operations plays a part in promoting the business. The location, design, product mix, merchandising and customer services all send a message to the public, determining whether they shop at the co-op, how much they buy and how often they return. As a result, each board member and employee, through the job they perform and policy decisions they make, participates in promoting the co-op. Before planning any large scale advertising campaigns, you must first organize this team.

Your member/shoppers will participate in promoting the co-op through word of mouth. This is one of the most successful methods for building sales. The key to developing this word of mouth promotion lies with the rest of your team.

To insure member/customer satisfaction and encourage both repeat sales and new business, the co-op needs to work as a team to create a shopping environment everyone enjoys. By implementing quality customer services and caring about the physical appearance of the store, you can create customer loyalty.

The basic services your member/shoppers look for when choosing a regular grocery store include:

Convenient location and parking

Products they want to buy

Consistent merchandising techniques

Pricing which is complete and easy to understand

Quality products

A courteous, service-oriented staff

Some additional services which increase customer satisfaction include:

A regular newsletter

Sales on popular products

Educational information

Product tastings and demonstrations

Special order privileges

Case discounts

A liberal return policy

Other member benefits

Taking care of the physical appearance of the store is another service you provide your customers. This is accomplished by:

Creating a design and product layout that is pleasant and makes shopping easy Keeping the store very clean and free of clutter

Creating attractive displays to enhance the quality and appeal of the co-op's products

Using sanitary, attractive equipment

Keeping products faced

Changing special displays frequently to keep the store looking fresh and interesting

Clearly labeling products, specials, departments, the store front, etc.

Your co-op's team can be trained to improve the provision of these services. Board members can learn methods for planning and policy making which will improve customer services. They can learn how to evaluate the current operation through customer surveys and market studies which can be used in planning and help them make informed decisions. Employees can be trained in customer service and merchandising techniques. The training will provide Job skills which can add new interest to job responsibillUes and be the basis for reorganizing store duties in order to improve customer services.

Once this base is organized, we can implement more In-store promotional techniques, the next step of our low cost promotional campaign.

Some in-store promotional techniques were listed above as additional services we can provide our customers. Providing educational information, product tastings and demonstrations are some of the easiest promotional techniques to implement. Suppliers and distributors often will supply samples and information at no cost. Product demonstrations are the best way to introduce new items and educate your customers. In addition, they can create a festive atmosphere and make shopping more enjoyable. Prepare a schedule for sampling products, and enlist the buyers and membership coordinators to fill it in. The best time to hold samplings is when the store is at its busiest. The demonstrations can be tied into special sales, seasonal events, the introduction of new products, or for no special reason at all. (For more on planning successful food demos, see the article by Sheila Phillips in the previous issue of CooperatIve Grocer, #12-13, Aug.-Nov. 1987.) Recipes and nutritional information are easy to come by some times too easy. Our distributors send heaps of information, and we end up heaping it onto the customer, placing messy piles of flyers in stacks by the checkout or on the shelves, cluttering up the store. Organize your information. Keep it neatly stocked in a literature rack: use it to stuff bags or add interest to a special display. Out of the free information they receive, some stores create info packages about sports nutrition, herbs, especially for women, etc.

Other special services which can be easy to implement include special order services and offering case discounts. A deposit can be taken on special orders or case orders to insure that the member/shopper returns for the item. These services are what make a small, independently owned grocery a better place to shop. Another Important service to offer is a liberal return policy. By offering to exchange or refund a product without question, you will build customer trust.

Some specially priced popular products can be bought in quantity and displayed In a case stack or end-aisle to enhance sales. One end-aisle or area of the store can be designated for seasonal and educational displays. This area can be used to promote back-to-school menus or holiday gift ideas. A large sign can Identily the display and offer sale prices or tidbits of information, such as the A-B-Cs of nutrition or the history of bagels. A popular product on sale can be used to anchor the display, and other lesser known items can be tied Into it. For example, macrobiotic products can be promoted along with a sale on rice.

Organize your co-op's operations to offer a strong base of services and you will have Implemented the most important element of your promotional campaign. By gaining customer loyalty through these services, you will increase your member/customer base and sales. Your satisfied customers will then help you increase your sales by spreading the good news. From this base we can add more in-store promotional techniques and Institute a public campaign.

CHAPTER SIXRESEARCH METHODOLOGY

RESEARCH METHODOLOGY OBJECTIVE OF STUDY SCOPE OF THE STUDY

RESEARCH DESIGN

SOURCE OF DATA

SAMPLE DESIGNOBJECTIVES OF THE STUDY The main objective of the project is to analyze and study in efficient way the current position of Coca- Cola Company.

To perform SWOT analysis of Coca-cola globally as well as locally. This would help us identify areas of potential growth.

The study was aimed to perform Consumer Satisfaction of Coca-Cola Products.

Another objective of the study was to perform Competitive analysis between Coca-Cola and its competitors.

To understand the reasons behind the purchase of Coca-Cola products.

SCOPE OF THE STUDY:-

This study basically tries to discover the current position of Coca-cola in the market. It also tries to discover the preferences of the customers when posed with a choice between Coca-Cola and Pepsi. It is primarily directed to the general public but was done only in KanpurRESEARCH DESIGN

A research design is the specification of methods and procedures for acquiring the needed information. It is overall operational pattern or framework of the project that stipulates what information is to be collected from which source by what procedure. There are three types of objectives in a marketing research project:-

Exploratory Research.

Descriptive Research.

Casual Research.

1. Exploratory Research:-

The objective of exploratory research is to gather preliminary information that will help define problems and suggest hypothesis.

2. Descriptive Research:-

The objective of descriptive research is to describe things, such as the market potential for a product or the demographics and attitudes of consumers who buy the product.

3. Casual Research:-

The objective of casual research is to test hypothesis about casual and effect relationships .Based on the above definitions it can be established that this study is a Descriptive Research as the attitudes of the customers who buy the products have been stated. Through this study we are trying to analyze the various factors that may be responsible for the preference of Coca-Cola products.

SOURCES OF DATA

The data has been collected from both primary as well as secondary sources.

SECONDARY DATA:-

It is defined as the data collected earlier for a purpose other than one currently being pursued. As a researcher I have scanned lot of sources to get an access to secondary data which have formed a reference base to compare the research findings. Secondary data in this study has provided an insight and forms an outline for the core objectives established. The various sources of secondary data used for this study are:-

News papers.

Magazines.

Text books.

Marketing reports of the company.

Internet.

PRIMARY DATA:-

The primary data has been collected simultaneously along with secondary data for meeting the established objectives to provide the solution for the problem identified in this study. The methods that have been used to collect the primary data are:-

Questionnaire.

Personal Interview.

RESEARCH MEASURING TOOLS & TECHNIQUES

The primary tool for the data collection used in this study is the respondents response to the questionnaire given to them. The various research measuring tools used are:-

Questionnaire.

Personal interview.

Tables.

Column charts.

SAMPLING DESIGN

An integral component of a research design is the sampling plan. Especially it addresses three questions: Whom to survey (sample Unit), how many to survey (Sample Size) and how to select them (sampling Procedure). Making the census study of the entire universe will be impossible on the account of limitations of time and money. Hence sampling becomes inevitable. A sample is only his portion of population. Properly done, sampling produces representative data of the entire population.

SAMPLE SIZE:-

i. Through questionnaire 150 respondents.

ii. Through personal interview 27 respondents.

SAMPLING TOOL:-

Questionnaire was used as a main tool for the collection of data, mainly because it gives the chance for timely feedback from respondents. Moreover respondents feel free to disclose all necessary detail while filling up a questionnaire. Respondents seeking any clarification can easily be sorted out through tool.AREA OF SURVEY

Survey of taken on selected areas of Kanpur, this survey was taken in Kakadev, KDA, Kanpur University Area.CHAPTER SEVENDATA ANALYSIS DATA INTERPRETATION ANALYSISDATA ANALYSIS

1. What is your age group-?

a) Below 18 27% b) 18-35

31%c) 36-50

28% d) 51+

14%

2. Do you drink Soft drinks?

a) Yes97%b) No

3%

3. How often do you have soft drinks per week?

Once a week19%

Twice a week23%

Thrice a week29%

Everyday27%

Rarely 2%

4. What drink comes to your mind when you think of soft drinks?

a) Coca-Cola

22%b) Pepsi

17%c) Other products of Coca-Cola

29%d) Other products of Pepsi

25%e) Other drinks

7%

5. What quantity do you usually prefer to buy?

a) 200-250 ml Glass bottle14%b) 300 ml Can

10%c) 500 ml Pet bottle

36%d) 1 litre

17%e) 2 litre

23%

6. What do you feel about Coca-Cola product range?

a) Excellent

3%b) Good

67%c) Satisfactory

11%d) Below Satisfactory18%e) Bad

1%

7. What occasions do you prefer to buy Coca-Cola products?

a) Festivals

2%b) Picnics

10%c) Parties

29%d) Cinemas

18%e) Just like that

41%

8. How much do you spend on Coca-Cola products per week?

a) 50-100

2%b) 100-150

13%c) 150-200

28%d) Above 200

57%

9. Which you feel appropriate in comparison.

Parameters/ProductsCoca-Cola ProductsPepsi Products

Branding55%45%

Quality51%49%

Price47%53%

Taste60%40%

Availability50%50%

Satisfaction61%39%

10. Which Brand of Coca-Cola You prefer the Most?

a) Coke

23%b) Thums-up

27%c) Limca

22%d) Sprite

28%

11. What kind of products do you want Coca-Cola to introduce in the future?

a) Fizzy Drinks

32%b) Fruit Drinks

41%c) Energy Drinks

23%d) Alcoholic Drinks

4%

FINDINGSFINDINGS

The most popular flavor in the market is Thumps-Up.

Coca Cola is market leader and PEPSI is the market challenger in the areas where I have surveyed.

From the Coca Cola products Thumps-Up and the Pepsi products Dew is the highest selling in the market.

In some areas of market the performance of Pepsi is better than Coca Cola..

In the case of the taste Pepsi is providing more tastes than the Coca Cola.

The new product of Coca Cola, Minute-Maid is not a successful brand in the Lucknow region.

SUGGESTIONSSUGGESIONS

The company should measure consumers satisfaction regularly.

Company can increase the sales when it considering more on retailers, their suggestions or complaints about service or product so that necessary action can be taken.

Brand quality should be considered.

Company representatives should visit consumers and should make a long-term relationship with consumers so that they can use the product.

Since customers are value maximizes and their expectation to this brand is high, as the brand image shows their quality is supervene so the company should also take feed back at time to time. By this they can make their brand loyal.

Distributors should be convinced to pass the incentives to the retailers so that they are motivated to promote this brand.

Increase the number of dealers and retailers as this will help in making high sales volume.

Brand should be provided in bigger malls & restaurant on higher scale.

Try to continue the good image of the Coca-Cola by keeping more and more good quality in services. By this the monopoly will continue with Coke products.

Company should attains on small outlets so there sales can increase.

For marketing strategy of company should divers it business in related this sector like Ice-Creams, butter & chocolates because of company have visi-coolers in mostly outlets.

Now company should launch new taste of soft drinks like recently launched Minute-Maid and also launched new product in another flavor.

Company should search new area for sales.

In winter Season Company gives more discounts on price to increase consumers interest in winters.

Company must make new strategy to fight local cold drinks brands.

Company should give new dealership on small towns.

Try to decrease the price of commodity in competition of Pepsi.

Company should try to maintain manpower.

LIMITATIONSLIMITATIONS

The study is only confined to limited consumers.

The area of study is very small in comparison to whole Kanpur.

Non co-operative behavior of respondent was a big problem in this survey.

The consumers may or may not reveal the true informations.

CONCLUSIONCONCLUSION

Everything in this world is made to utilize properly but it should be reach at the proper person or to the proper utilized areas. Otherwise the value added to those things became in vein.

AS THERE IS A PROVERB THAT

FAR FROM EYE, FAR FROM HEART

Thus marketing role plays a very important role in achieving the objectives of a company. Undoubtedly, value utility is created by the manufacturer of product or service but time and place utilities are created by marketing role. According to Drucker, Both the market and the distribution channels are often more crucial than the product. They are primary: the product is secondary. In and economy like that of India, where marginal shortages can lead to disproportion distortion in prices, a dependable and efficient distribution system is very much essential. The distribution system creates a value added to all most all products.

All from the above study not withstanding its restricting efforts Pepsi is still far away with its great competitor like Coke.

ANNEXUREQUESTIONNAIRE NAME:

..............................................................................

AGE GROUP:

a) below 18 b) 18-35

c) 36-50

d) 51+ Do you drink Soft drinks?

a) Yes

b) No How often do you have soft drinks per week?

a) Once a week

b) Twice a week

c) Thrice a week

d) Everyday

e) Rarely What drink comes to your mind when you think of soft drinks?

a) Coca-Cola

b) Pepsi

c) Other products of Coca-Cola

d) Other products of Pepsi

e) Other drinks What quantity do you usually prefer to buy?

a) 200-250 ml Glass bottle

b) 300 ml Can

c) 500 ml Pet bottle

d) 1 litre

e) 2 litre What do you feel about Coca-Cola product range?

a) Excellent

b) Good

c) Satisfactory

d) Below Satisfactory

e) Bad What occasions do you prefer to buy Coca-Cola products?

a) Festivals

b) Picnics

c) Parties

d) Cinemas

e) Just like that What is your most preferred channel for purchasing Coca-Cola products?

a) Super markets

b) Retails

c) Vendor Machines

d) Pubs & Restaurants

e) Multiplexes How much do you spend on Coca-Cola products per week?

a) 50-100

b) 100-150

c) 150-200

d) Above 200 Put (X) mark in which ever you feel is appropriate?

Which Bran of Coca-Cola You prefer the Most?

a) Coke

b) Thums-up

c) Limca

d) Sprite

What kind of products do you want Coca-Cola to introduce in the future?

a) Fizzy Drinks

b) Fruit Drinks

c) Energy Drinks

d) Alcoholic Drinks

..............................................................................................................

.

Thank you! BIBLIOGRAPHY

Research Methodology (Methods and Techniques)

(C.R. Kothari)

Methodology of Research in Social Science

(Krishna Swami)

Statistical Method

(V.S.P. Gupta)

Search Engine

(www.google.com )

Web Sites

(www.cocacola.com)

(www.cokeindia.com )

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