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SUMMER TRAINING PROJECT

REPORT

ON

MARKET SHARE AND BRAND

AVAILABILITY OF COCA COLA

SUMMER TRAINING PROJECT REPORT SUBMITTED TOWARDS

PARTIAL FULFILMENT

OF

BACHELOR OF BUSINESS ADMINISTRATION

UNDER THE GUIDANCE OF:

Mrs. Shimali Srivastava

SUBMITTED BY:-Bishwajeet Pratap Singh

Roll No.: 972101015

SHERWOOD COLLEGE OF

PROFESSIONAL MANAGEMENTLUCKNOW

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ACKNOWLEDGEMENT

Doing a project work of this nature is an arduous task in itself. I was

fortunate enough to get support from a large number of persons to whom

I shall always remain grateful.

I express my thanks to the Coca-Cola company for providing me a great

opportunity to work as a summer trainee in their organization and to learn

great deal about how market actually works and its intricacies. I am

thankful to Mr. Rajneesh Kumar (Sales Manager) Coca Cola, for their

continued guidance and help.

My humble thanks to all my professors notably to our family members

for supporting me in every phase of study.

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PREFACE

"Learning Categories You, & Practicing on that Learning Specializes

You "With the advancement of Science and technology in the modern

world business organizations have been subject to changes in different

ways respect to their number, size and complexity. The variety goods and

services, which are produced and made available people today are many

times, more than what it was earlier. Marketing plays a pivotal role in

today's business scenario in a consumer Product Company. Marketing

includes all that activities, which are related to the pricing, distribution,

promotion and the product itself. Infect, in today's consumer oriented

business policies each and every business activity is governed by

marketing people.

Assuming that the marketing policies of "bottlers of Coca-Cola India

Ltd., Manufacture of soft drinks; I was assigned the project "Brand

Availability Index and Factors Influencing Consumer Buying Behaviour"

The Main Objective of this project is to find out the Coverage of the

brand in the market at different routes as well as to check the various

factors which can influence the buying behavior of the consumers"

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TABLE OF CONTENT

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CONTENS

1. INTRODUCTION

2. HISTORY OF COCA-COLA

3. COCA-COLA IN INDIA

4. PRODUCT LINE OF COCA COLA

5. BRIEF PROFILE

6. PRODUCTION PROCESS

7. RESEARCH METHODOLOGY

8. GRAPHICAL REPRESENTATION OF DATA

9. FINDINGS

10. CONCLUSION

11. SWOT ANALYSIS

12. SUGGESTIONS

13. ANNEXURES

14.BIBLIOGRAPHY

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Introduction toIntroduction to

Soft Drink MarketSoft Drink Market

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An Overview of Soft Drink Industry

The total soft drink market in Rs 6000 Crores.

Indias per capital consumption of soft drinks has risen to 9.5 servings in

2007 as against 7.5 servings in 2000 followed by 5.4 serving in 1997

Branded soft drinks retail anywhere in India between Rs 8 Rs 12 and

are expensive When measured against Purchasing power .There are

around 4, 00,000 retailers of soft drink. A soft drink is a non-alcoholic

beverage. It is artificially flavoured and contains no fruit or pulp.

India with population of more than 100 crores is potentially one of the

largest consumer markets in the world after China. The consumer market

can be defined as the market for products and services that are purchased

by individuals as house holds goods for their personal consumption. Soft

drink is a typical consumer product purchased by individuals to quench

thirst and secondly for refreshment.

Searching for the point of origin of Indian soft drinks we first document

on Gold Spot, which was the first brand soft drink in India. It was

introduced by PARLE during later part of 40s.

Cola giant, Coca-Cola was the first foreign soft drink to be introduced in

India in 1965, Coca-Cola make a very good beginning and dominated thewhole scheme right from the word go. It (Coca-Cola) faced no

competition at that time.

The marketing people did not even receive to publicize Cola-Cola for it

sold first like probability not-cakes. This extraordinary success of soft

drinks, can be attributed to the following factors :-

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Absence of contemporary competitive brand.

Euphoric image built up in the Western countries proceeded the

entry into Indian Market; and

Indians are very found by nature of foreign goods, services etc. due

to prolonged foreign rules.

Parle Exports (P) Ltd., later in 1970 introduced Limca, Lemony Soft

drinks. Before Limca introduce, they had tentatively introduced Cola,

Three of four groups of Indian companies who had the required

production capacity started their own brands of Cola, Lemon, Orange, but

failed to achieve their goal on a national basis.

India always has love and hate relationship with MNCs which gave a

significant opportunities to soft drink industries in India when Coca-Cola

decided to windup its operations in 1977 rather than bowing to the Indian

government insisting on:-

Dilution of equity, as the government felt that lots of foreign

currency was being wasted.

Manufacturing of the top-secret concentrate in India.

Disclose of the chemical composition of the essence.

This left a large vacuum in the popular soft drink market, and a vista was

opened to any company with the requisite, technical, marketing and

organizational skills.

The exit of Coca-Cola from India in1977 accelerated the growth of

several Indian Soft Drink. New soft drink in the form of Tetra pack

entered the market among Frooti, Jump-In and Tree-Top were the

prominent once. Till 1977 their equipped bottling plants and the

distribution network a longing to be of no use. It took them one year to

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develop new formula to survive and gradually came up with Campa

Lemon, Orange and Cola that order.

However Parle, the pioneer in the soft drinks, blazed its way to national

prominence with their product Thumps Up bearing the slogan Happy

Days are here again.This particular slogan helped to win over the

loyalists or addicts to Coca-Cola, who was in the state of Cola Shockor

Cola Depression. Soon the Indian Soft drink industry started at a

phenomenal rate, and all Parle Products Gold Spot, Limca and Thumps

Up became the brand leader in their own segment.

In spite of all these, the drink market still has large gap, as claim by soft

drink manufacturers. To fill these gap there are many soft drinks

concentrate and squashes flooded the market. The Indian soft markets

basically offered three flavours i.e. Orange, Lemon and Cola.

1990 saw the coming of the multinational company PEPSI entering the

Indian market. 11 years after the exit of Coca Cola. It had name, fameand edge of being one of the best in the game and it also offered stiff

competition to Parle and Coke. Pepsi Cola Company founded by

CALEB BRADHAM in 1890 at North Carolina in USA. Now it is

ranked 86th (1998) in the world with the asset of around $25000 million,

having its head quarter at ATLANTA. Pepsi Co. Indias HQ is at

Gurgaon. Presently is operating in 196 countries. In India it has 34Bottling Plant of them 8 are COBO and 26 are FOBO. COCA COLA

entered India in the year 1993 In collaboration with PARLE INDIA LTD

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The product range of COCA-COLA CONSISTS of

COLA ORANGE LIME LIME MANGO M.WATER &

SODA

COKE, FANTA LIMCA SPRITE, MAAZA KINLEY

THUMS

UP

MMPO SPRITE

ICE

.

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HistoryHistory

of Coca-Colaof Coca-Cola

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History of Coca-Cola

In May, 1886, Coca Cola was invented by Doctor John Pemberton a

pharmacist from Atlanta, Georgia. John Pemberton concocted the Coca

Cola formula in a three legged brass kettle in his backyard. The name

was a suggestion given by John Pemberton's book keeper Frank

Robinson.

It was a prohibition law, enacted in Atlanta in 1886, that persuaded

physician and chemist Dr. John Stith Pemberton to rename and rewrite

the formula for his popular nerve tonic, stimulant and headache remedy,

"Pemberton's French Wine Coca," sold at that time by most, if not all, of

the city's druggists.

So when the new Coca-Cola debuted later that year - still possessing "the

valuable tonic and nerve stimulant properties of the coca plant and colanuts," yet sweetened with sugar instead of wine - Pemberton advertised it

not only as a "delicious, exhilarating, refreshing and invigorating" soda-

fountain beverage but also as the ideal "temperance drink." It is said

coke was discovered when DeLuise, a 19th century American soda jerk

accidentally hit the soda water spigot, adding carbonated water to the

syrup in the glass. The result was a "happy accident": the invention ofCoca-Cola.

Though Pemberton died just two years later - five months, in fact, after

his March 24, 1888, filing for incorporation of the first Coca-Cola Co. -

the trademark he and his partners created more than one hundred years

ago can claim wider recognition today than that of any other brand in the

world.

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John Pemberton

And the Coca-Cola beverage, whose unit sales totaled a mere 3,200

servings in 1886 ("nine drinks per day" based on the twenty-five gallons

of syrup sold to drugstores by Pemberton Chemical Co.), is today called

the world's most popular soft drink--accounting for billions of servings at

restaurants in 195 countries.

Such is the commercial legacy of a onetime Confederate lieutenant

colonel who earned his medical degree at the age of nineteen, who served

on the first Georgia pharmacy licensing board, who set up a top-rated

laboratory for chemical analysis and manufacturing, and who, in his

dozen-and-a-half years in Atlanta, established eighteen business ventures

- including one, the Coca-Cola Co., which now can boast 1995 sales in

excess of $15 billion.

Although Pemberton may have envisioned a future for his soft-drink

creation--enticing six Atlanta businessmen to invest in the start-up Coca-

Cola enterprise--for reasons that remain a mystery he soon began selling

his interest in the formula.

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"Dr. Pemberton . . . must have believed that it had little value and no

potential assurance of substantial success," said Charles Candler in a

1953 biographical sketch about his father, titled "Asa Griggs Candler,

Coca-Cola and Emory College."

Being a bookkeeper, Frank Robinson also had excellent penmanship. It

was he who first scripted "Coca Cola" into the flowing letters which has

become the famous logo of today. The soft drink was first sold to the

public at the soda fountain in Jacob's Pharmacy in Atlanta on May 8,

1886.

About nine servings of the soft drink were sold each day. Sales for that

first year added up to a total of about $50. The funny thing was that it

cost John Pemberton over $70 in expenses, so the first year of sales were

a loss. Until 1905, the soft drink, marketed as a tonic, contained extracts

of cocaine as well as the caffeine-rich kola nut.

By the late 1890s, Coca-Cola was one of America's most popular

fountain drinks. With another Atlanta pharmacist, Asa Griggs Candler, at

the helm, the Coca-Cola Company increased syrup sales by over 4000%

between 1890 and 1900.

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Advertising, was an important factor in Pemberton and Candler's success

and by the turn of the century, the drink was sold across the United States

and Canada. Around the same time, the company began selling syrup to

independent bottling companies licensed to sell the drink. Even today, the

US soft drink industry is organized on this principle.

Asa Candler, who, according to King, had worked for Pemberton as early

as 1872, wound up, after a series of transactions, controlling the company

within a short time of Pemberton's death. By 1891 he owned all of the

Coca-Cola business. Charles Candler relates that one of his father's first

missions was to change the original Pemberton formula in order "to

improve the taste of the product, to ensure its uniformity and its

stability."

Coca-Cola attorneys also were called to battle against competitors who

called the product name a misrepresentation if, as argued, its principalingredients were neither the coca leaf nor the kola nut--a source of

caffeine that made the early beverage useful in healing headaches.

By 1928 bottled sales had eclipsed fountain sales, thanks to the

pioneering introduction of a carton now popularly called the six-pack.The following year the company introduced metal open-top coolers. Then

in 1933 at the Chicago World Fair automatic fountain dispensers made

their debut. Having expanded the brand into fourty-four countries by the

outbreak of World War II, Woodruff, within fifteen years of the war's

end, had managed to double that number. "Now the saying is you have to

be global," said Goizueta, Coca-Cola's current chairman and chief

executive. "We were global when global wasn't cool."

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Two decades later, when Coca-Cola's board elected Goizueta to the post

of chairman and chief executive, the company was embarked on a

financial mission--to become one of the best-performing corporations in

America. Average annual fountain-sales growth under Goizueta has

continued to surge. And despite consumer uproar over the company's

attempted Coca-Cola reformulation in 1985, the introduction of Diet

Coke in 1982 was hailed as the most successful product launch of the

past decade.

Asa Griggs Candler

Until the 1960s, both small town and big city dwellers enjoyed

carbonated beverages at the local soda fountain or ice cream saloon.

Often housed in the drug store, the soda fountain counter served as a

meeting place for people of all ages. Often combined with lunch

counters, the soda fountain declined in popularity as commercial ice

cream, bottled soft drinks, and fast food restaurants came to the fore.

On April 23, 1985, the trade secret "New Coke" formula was released.

Today, products of the Coca Cola Company are consumed at the rate of

more than one billion drinks per day.

A trade secret is any information that allows you to make money because

it is not generally known. A trade secret could be a formula, computer

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program, process, method, device, technique, pricing information,

customer lists or other non-public information. If the economic value of a

piece of information relies on it being kept private, it could be a trade

secret.

One of the most famous examples of a trade secret is the formula for

Coca-Cola. The formula, also referred to by the code name "Merchandise

7X," is known to only a few people within the company and kept in the

vault of a bank in Atlanta, Georgia. The individuals who know the secret

formula have signed non-disclosure agreements, and it is rumored that

they are not allowed to travel together. In the past, you could not buy

Coca-Cola in India because Indian law required that trade-secret

information be disclosed. In 1991, India changed its laws regarding

trademarks, and Coca-Cola can now be sold in that country.

Trade secrets are very different frompatents, copyrights and trademarks.While patents and copyrights require you to disclose your information in

the application process (information that eventually becomes public),

trade secrets require you to actively keep the information secret. Trade-

secret protection can potentially last longer than that of patents (20 years)

and copyrights (100 years).

Some of the ways to protect a trade secret are as follows:

Restrict access to the information (lock it away in a secure place, such

as a bank vault).

Limit the number of people who know the information.

Have the people who know the trade secret agree in writing not to

disclose the information (sign non-disclosure agreements).

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Have anyone that comes in contact with the trade secret, directly or

indirectly, sign non-disclosure agreements.

Mark any written material pertaining to the trade secret as proprietary.

Woodruff introduced the six bottle carton in 1923. He also made Coca-

Cola available through vending machine in 1929, that same year, the

Coca- Cola bell glass was made available. He started advertising on the

radio in the 1930s and on the television in 1950. Currently Coca-Cola is

advertised on over five hundred TV channels around the world. In 1931,

he introduced the Coke Santa as a Christmas promotion and it caught on.

Candler also introduced the twelve ounce Coke can in 1960. The Coca-

Cola contour bottle was patented in 1977. The two liter bottle was

introduced in 1978, the same year the company also introduced plastic

bottles (Coca-Cola multiple pages).

In 1985, the Coca-Cola Company made what has been known as one of

the biggest marketing blunder. The Coca-Cola company stumbled onto

the new formula in efforts to produce diet Coke. They put forth 4 million

dollars of research to come up with the new formula.

This was the first flavor change since the existence of the Coca- Cola

company. The change was announced April 23, 1985 at the VivianBeaumont Theater at the Lincoln Center. Some two hundred TV and

newspaper reporters attended this very glitzy announcement. It included a

question and answer session, a history of Coca-Cola, and many other

elements (Oliver 131).

The 1996 Summer Olympics will be held in Atlanta, Georgia, the homeof Coca-Cola. One great earmark that the Coca-Cola company has is

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helping the people of Atlanta. One way to see all of the achievements of

the Coca- Cola company is to visit the World of Coke in Atlanta. It

houses a collection of memorabilia, samples of the products, exhibits,

and many other exciting items (Facts, Figures, and Features Multiple

pages). All of what has been said is the basis of what Coca-Cola was

built on. Without societies help, Coca-Cola could not have become over a

50 billion dollar business. Keep on consuming the world's favorite soft

drink, Coca-Cola.

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COCA-COLACOCA-COLAIN INDIAIN INDIA

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COCA COLA IN INDIA

Introduction:-

After a 16-years absence, Coca-Cola returned to India in 1993. The

Company's presence in India was cemented in November that year in a

deal that gave Coca-Cola ownership of the nation's top soft-drink brands

and bottling network.

Coca-Cola India has made significant investments to build and

continually improve its business in India, including new production

facilities, wastewater treatment plants, distribution systems and marketing

equipment.

During the past decade, the Coca-Cola system has invested more than

US $ 1 billion in India.

Coca-Cola one of the country's top international investors.

In 2003, Coca-Cola India pledged to invest a further US$100 million in

its operations.

Coca-Cola business system directly employs approximately 6,000 local

people in India.

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In India, we indirectly create employment for more than 125,000 people

in related industries through our vast procurement, supply and

distribution system.

Virtually all the goods and services required to produce and market Coca-

Cola locally are made in India.

The Coca-Cola system in India comprises 25 wholly-owned company-

owned bottling operations and another 24 franchisee-owned bottling

operations.is

A network of 21 contract-packers also manufactures a range of products

for the Company.

The complexity of the Indian market is reflected in the distribution fleet,which includes 10-tonne trucks, open-bay three-wheelers that can

navigate the narrow alleyways of Indian cities, and trademarked tricycles

and pushcarts.

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Coca-Cola in India - Products & Quality

Our Kinley water brand was launched in 2000.

In 2001, our energy drink Shock and our first powdered concentrate,

Sunfill, hit the market. Annual per capita consumption of soft drinks in

India is nine 8-ounce servings.

In early 2003, Coca-Cola India collected Advertiser of the Year and

Campaign of the Year awards for the Thanda Matlab Coca-Cola all-

media campaign. The Company ranking up "firsts" in the introduction of

Canned and PET soft drinks, vending machines and backpack dispensers

for crowds of cricket supporters.

The Coca-Cola system adheres not only to national laws on food

processing and labeling, but also to our own strict standards for

exceptional quality.

The Coca-Cola Quality System, to ensure that we are offering consumers

only the highest quality products.

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Leading Indian brands Thums Up, Limca,Maaza, Citra and Gold Spot join theCompany's international family of brandsincluding Coca-Cola, Diet Coke, Spriteand Fanta, plus the Schweppes productrange


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PRODUCT LINE OFPRODUCT LINE OF

COCA-COLACOCA-COLA

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BRANDS IN COCA-COLA

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CORE PRODUCTS OF COCA-COLA

Thums Up

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 Coca-

Cola Company in 1993.

Thums Up is known for its strong, fizzy taste and its confident, mature

and uniquely masculine attitude. This brand clearly seeks to separate the

men from the boys.Thums Up is available in tha market in the different

packs i.e.200 ml, 300ml, 500ml, 1 lts, 1.5 lts,& 2lts.

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Coke

It is the heart product of the CocaCola Company. It has covered the

entire globe i.e. it is the market leader in more than 70 nations. In the

introduction phase, it was the mixture of cocaine and alcohol. But later

on, due to the demand of consumer, it was converted into soft drink with

the name of Coca-Cola. Before the alliance this product was the biggest

competitor of the parle product Thums Up. Coke ia available in the

market in the different packs i.e. 200ml, 300 ml, 500ml 1.5 lts. & 2 lts.

Limca

Lime n' lemoni Limca, the drink that can cast a tangy refreshing spell on

anyone, anywhere. Born in 1971, Limca has been the original thirst

choice, of million 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.

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The 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.

Fanta

Internationally, Fanta- the orange drink of the coca-Cola Company, is

seen as one of the favorite drinks since 1940's.Fanta entered the Indian

market in the year 1993.Over the years Fanta has occupied a strong

market place and

s identified as "The Fun Catalyst".

Perceived as a fun youth brand, Fanta stands for its vibrant color,

tempting taste and tingling bubbles. This positive imagery is associated

with happy, cheerful and special times with friends.

Fanta advertising over the time has had highest association with fun and

friends that has reflected through past TY commercials like Masti Ka

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Taste, Bajao masti Ki Ghanti to the recent commercials Dil Khol Ke at

the Airport. Rani Mukerjee, as the brand ambassador for Fanta is the

perfect embodiment of brand character vis fun, vivacious and energetic.

Fanta is available around the country in 200ml, 300ml,

500ml+100mlfree, 1L+200mlfree, 2L and 330ml cans.

Sprite

Worldwide Sprite is ranked as the No. 4 soft drink and is sold in more

than 190 countries. In India, Sprite was launched in year 1999 and today

it has grown to be one of the fastest growing soft drink, leading the clear

lime category.

Today sprite is perceived as a youth icon. With a strong appeal to the

youth, sprite has stood for a straightforward and honest attitude. Its clear

crisp refreshing taste encourages the today's youth to trust their instincts,

influences them to be true to who they are and to obey their thirst.

Sprite advertising for has always been memorable with very high recall

value, especially amongst the youth. With popular TV commercials like

Lisa ray, Aish, Market research and its latest take on its competitor-"I

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don't want to do" sprite has stood in the minds of the youth as "Sprite

Bujhaye Only Pyaas, Baki All Bakwaas", which has became recognizable

around the country. Sprite is available around the country in 200ml,

300ml, 500ml, 500ml+100ml free, 1.5ltr, 2ltr, 2.25ltr and 330ml cans.

Sprite ice (Blue) launched in June 2005 and sprite zero is launched in mid

of July.

Maaza

Maaza was launched in 1976.here was a drink that offered the same real

taste of fruit juices and was available throughout the country. In 1993

maaza was acquired by Coca-Cola India.Maaza currently dominates thefruits drink category.

Over the years, brand Maaza has become synonymous with Mango. This

has been the result of such successful campaigns like "Taaza Mango,

Maaza Mango" and "Botal main 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

enable of fun friendship moments between moms and kids as moms trust

the brands and kids love its taste. The campaign builds on existing equity

of the brands and delivers relevant emotional benefits to the moms rightly

captured in the tagline "Yaari Dosti Taaza Maaza". It is available in

SKU's of 250ml RGB, 65ml, 125ml, and 200ml Tetra pack. Launched in

2005 is the new packing of maaza 1.2ltrs, 600ml (PET).

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COMPETITIVE ARENA

The soft drink market all over the world has been witnessing a neck to neck battle

between the two major players, Coca-Cola and Pepsi since the very beginning. The

thirst quenchers are trying hard to have the major chunk of the pie of carbonated soft

drink market. Both the players are spending their energies in building capacity,

infrastructure, promotional activities etc.

Coca-Cola being 11 years older than Pepsi has dominated the scene in most of the soft

drink markets in the world and enjoying leadership in terms of market share. But the

Coca-Cola people are finding it hard to keep away Pepsi, which has been narrowing

the gaps regularly. The two are posing threats to each other in every nook and corner

of the world. While Coca-Cola has been earning most of its bread and butter through

beverage sales, Pepsi has a multi products portfolio with some portion from the same

business.

The two warriors are face to face once again here in india with different strategies and

tactics to attack the rival. Coca-cola is focusing upon the joint ventures with the

existing bottlers { fobo } franchise owned bottling operations to enhance its control

on manufacturing and marketing of its products range and attain the quality standards

of its class.

Countering it pepsi has taken the battle in its own hands by floating as investment of $

95 billion to set pepsi company. India holdings, as subsidiary for {cobo} company

owned bottling operations. Both the companies are following different path to reach

the same destiny i.e. To fetch the bigger portion of aerated soft drink market. Both

consider india a huge potential market, as per capita consumption here is a mere 3

serving annually against the world average of 80. Therefore, they are putting in their

best efforts to woo the indian consumer who has to work for 1.5 hours to buy a bottle

of soft drink. In comparison to the international norms minutes, a major hurdle to

cross over for both the athletes for getting no.1 position comparison to the inter. Coca-

cola is well set with its 53 bottling sites through out the country giving it an edge over

competition by processing a well-built bottling and distribution set-up. On the other

hand, pepsi, with two more years in india, has been able to set an image of a winner in

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india and has been able to get the pulse of the india soft drink market. The soft drink

giants are leaving on stone unturned and her for the long terms.

Coca-cola has been penetrating the market through its wide product range with a

determination to change consumption pattern

Of soft drink in india. Firstly, they upgraded the whole industry by introduction 300

ml bottles, which in turn had given the industry a booming growth of 20% as

compared to the earlier 5%. They want to develop a coca culture here and are working

on a strategy to offer soft drink in every possible package. In coca-cola camp, the idea

of competition has not come from pepsi, but from the other beverages such as tea,

coffee, nimbu pani, water etc. Pepsi is quite aggressive in its approach to indian

consumer. They are desperately working on the strategy to be winners in the hot cola

war between two big barons. According to pepsi philosophy, its the madness that

encourages executive to think, to conjure up those creative tactics to knock the fizz

out their competition. Pepsi had plumbed a large on the visibility of its blue red and

white logo. They have been going with aggressive marketing by putting amir khan,

akshay kumar and their advertisement to endorse their brand, the role models for its

targeted consumer the teenagers. They have increased the fizz in the market place by

introducing the dispensers called fountain pepsi and has been enjoying a lead over its

rival there.

Coca-cola on the other hand, has been working on the saying slow and steady wins

the races side by retailing to every more of its competitor. They have procured the

shield of thumps up with a handsome market share in indian soft drink market.

Countering pepsis international commercial that used two chimpanzees to cock a

snoop at coke, thumps up come with the ad line, dont be bandar, and taste the

thunder. Also thumps up has been positioned now very near to that young image of

pepsi and giving it a though time.

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These cool merchants have put everything on fire. It coke got the status of the official

drink of wills. World cup, pepsi blushed as nothing official about it. As thumps up

projected as saaree jahan se achcha pepsi was passionate enough with freedom to

be and now the yeh dil mange more when thumps up came with thunder blast, the

other offered pepsi stuff card. If red is meant for coke, pepsi has chosen to be blue.

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COKES MARKETING STRATEGIES

Coke decides on its marketing strategies at a national level and lends them a local

flavor. For example, while festival mood plays a strong role in marketing, it is

activated for Durga Puja in Calcutta, Dandiya in Gujarat, etc., Coke has its focus on

the youth market in India.

As a first step toward catching the attention of the youth, coke signed on cricket

heroes Saurav Ganguly and Javagal Srinath. It slowly started talking about youth

passions like cricket, films, festivals and food. Soon the advertisements started giving

the message, Eat Cricket, Sleep Cricket, Drink only Coca-Cola And now it has

started modifying film hits to frame catch lines that appeal to the youth. This

particular strategy has worked well for coke.

Coke is focused on distribution to ensure that its products are within customers reach.

And it saves its focus has begun to pay it dividends. As per mid-1998 figures coke is

selling as many bottles in the hinterland of punjab as it does the four metros.

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THE FUTURE OF COCA COLA

While doing business overseas offers coke wonderful growth opportunities it also has

its own disadvantages. The economic slowdown in various overseas markets and the

strong dollar had their impact on coca-cola revenues and bottom line in 1998. But the

company optimistic about the future.

M Douglas Investor, the Chief Executive Officer of the Coca-Cola Company says,

This past year 1998 has been a challenging period for the Coca-Cola Company as

economic environment became more uncertain in the later part of 1998, we strongly

believe that our fundamental opportunities for long term growth have not changed.

As long as maximization of share holder wealth remain Cokes focus for its future is

assured Goizueta had stated and proven to the world that focus on shareholder wealth

does more good to the company than focus on revenues and it is not that coke does

not enjoy volumes for it is worlds No.1 soft drink manufacture. It is not content with

this title and is aiming at higher volumes year after year. Surely coke will continue to

grow. Point on Roberto had reduced the company basically to its trademark and the

returns are so astronomical as to be off the boards. It just absolutely added a jet engine

to their performance.

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COCA COLA GLOBALIZATION STRATEGIES

The coca-cola company is global player and approximately 70 % of its volume and 80

% of its profit come from outside the united states of america. Although it was

perceived as a standardized brand across the world, coca-cola had been quietly fine

turning its international marketing strategies to suit the needs of individual national

markets. Only the brand coca-cola, sprite and fanta were marketed globally. In latin

america and europe, where a heavy consumer preference existed for lemon lime and

orange sodas. Coke had developed a wide range of formulations and flavors to cater

the needs of different countries. In ei salvador and venezuela, a version of fanta called

fanta kolita a cream soda type of drink became extremely popular. Similarly, in

indonesia coke had been selling pineapple and banana limca, maaza and thumps up in

1993.

A 100 Years Of The Curvy Glass Bottle Of Coca Cola

Coca-Cola Company marks a mile stone on Wednesday, 24th March 1899

Chattanooga; Tenn. where its first bottling plant was started 100 year ago by two men

struck one of the most lucrative business deals in US history.

Joseph whitehead and benjamin thomas offered coca-cola company owner asia

candler a dollar for the right to bottle soft drinks in 1899. Today 1 billion soft drinks

are sold each day in more than 200 countries around the world.

Candler had purchase what would become the cola company for $2,300 eight years

earlier from john pemberton, an atlanta phamacist who astonished the world.

Candler though the bottling venture would never succeed, but he signed the contract

with white head and thomas any way, and the rest is history, bob lovell, vice

president of marketing for coca-cola bottling company. United inc., said in telephone

interview from chattanooga.

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Lovell said thomas had seen cuban fields hand drinking pina fria a pineapple

beverages, from bottles while he was

Stationed in Cuba during Spanish American war. When he returned to Chattanooga,

he decided to pitch the idea of bottle soft drinks to coke, which was then sold only as

a fountain beverage.

It occurred to him that coca-cola in bottles would be very popular, lovell said, mr.

Candler did not see any future in it because the containers were not sound, but thats

how it all came about. thomas and whitehead promised to pay one dollar for the right

to bottle coca-cola, but legend has it that no money changed hands.

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COKES BOTTLING STRATEGIES

In the soft drink business the bottlers are responsible significant extent for ensuring

the availability of the products. Bottlers are supplied with concentrate to which they

add aerated water and bother ingredients before packing and sealing either cans or

bottles. Bottlers play a strategic role in the success of soft drinks companies and this

was not far from Goizuetas mind.

In 1986 the company merged some of its company owned bottling operations with

two large ownership groups that had been put up for sale. All these bottling activities

were combined to from its own subsidiary Coca-Cola Enterprises (CCE) to handle

bottling operations. The Coca-Cola Company took 49 percent equity stake in Coca-

Cola Enterprises enabling it to retain its own balance sheet.

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PROMOTION : THE COCA-COLA WAY

Goal for the 90s

TO PLACE COCA-COLA WITHIN AN ARMS REACH OF DESIRE.

Consumer activity clusters:-

Grocery shopping

Other shopping & services

Eating and drinking Entertainment / Recreation / Leisure

Travel / Transportation / Hospitality

Educational

At Work

The 3As:-

The strategy for reaching in creasing numbers of consumers in India is based on thebelief that consumers will buy our products it they are Available, Affordable and

Acceptable.

Strategies for the 3As

Focus on the consumer and customer.

To provide quality customer services, and caring about the quality of performance

in respective jobs. Caring enough about what we do, to it the best we know how.

The 3As is Coca-Cola underlying strategy for meeting its goal to reach increasing

numbers of consumers. How does coke position its limited resources to help meet its

good? Let us explore the specific ways in which the Coca-Cola system addresses each

of the 3As:-

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Availability

Some of the ways in which the Coca-Cola Company hopes to increase availability of

its product include improved or innovative packaging, dispensing systems,

distributions system and marketing.

Affordability

The ways to address affordability include pricing decisions, as well as resource

management. To make its product available at a price affordable to the consumer.

Continually processes more efficient and therefore more cost-effective.

Acceptability

Making coca-cola brand products the beverage choice for any occasions depends on a

variety of strategies to reach the target audience. The common strategies adapted to

effect acceptability were though sponsorships, promotion youth market activities,

community programs, and other activates.

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DISTRIBUTION IN THE COCA-COLA SYSTEM

Getting Products to Market

One of the values of the coca-cola system is presence that coca-cola should exist

everywhere. In the words of former CEO-India operations Richard Nicholas, Our

goal is to have coke available within an arms reached of desire. To fulfill this goal,

coca-cola not only produces products, but also has an effective system to distribute

them all over India.

Distribution

DISTRIBUTION SALES + DELIVERY + MERCHANDISING + LOCAL

ACCOUNT MANAGEMENT.

Distribution of Cokes products includes the activities of sales, delivery

merchandizing and local accounts management. These are two major types of

distribution systems:-

(i) Direct and Indirect

In direct distribution, the bottler partner direct control over the activities of

sales, delivery, merchandizing and local account management.

In indirect distribution, an organization which is not a part of the coca-cola

system has control of one or more of the distribution elements (sales,

merchandizing and local accounts managements).

With direct distribution there are two types of sales:-

Advanced sales and conventional sales.

In conventional sales, all the distribution activities (Sales, Delivery, Merchandizing

and Local Accounts Management) are performed by the same persons.

In advanced sales, sales and delivery are performed by different people within the

coca-cola system.

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Difference between a customer and a consumer.

a consumer is some one who drinks coca-cola products.

A customer is a business location which sells or serves coca-cola products to

consumers.

Merchandizing

One the products are delivered to the customers they are promoted at the point-of-

purchase to maximize the companys sales opportunities, merchandizing involves

looking at the presentation of the products through the eyes of the consumers. It is an

on-going process that help the company present its products properly to the

consumers in the market place for instance, is the display attractive? Are the product

neatly organized.

Presenting the products

Coca-cola presents its products for sale in four different ways. They are as follows:-

Secondary display

Coolers

Vending machines

Post mix / pre mix

Indias relationship with coca-cola

Just after independence, the maharaja of Patiala oversaw his coca-cola hoarding from

his huge, ornate palace, coca-cola export representative frank harrold, was awed by

the maharajas opulent life style. In 1993 after coca-cola returned to India after a 16

year absence (George fernandes threw the company out of the country in 1977 on the

pre text that it had refuse to divalge its formula to indian officials), CEO of the coca-

cola company, robes to boirueta salivated over a virtually untapped market of 840

million people.

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TECHNIQUE INVOLVED IN DEFINING PROBLEMS

OBSERVE THE PROBLEM

Under this investigate by own observation without interview is the respondent. This

also adopted by me by observation data can be collecting more correct. It is depend

upon ability of investigator.

COLLECT THE PROBLEM

After collecting the data I considered that what the problem is for the company and

when company ants to know his weakness.

ANALYSING THE PROBLEM

After collecting the problem I analysis the problem such as how many problems are

general and how many are different from others and how many problem is

considerable and solvable.

TAKE SOLUTION

After analyzing the problem I sow that 90% problem was general and I found 20%

problem personal and I was found 10% problem as Genuine which is considerable

and soluble. General solution solve the journal problem remaining 10% problems

solution we found and then after we implement the solution.

APPLICATION OF SOLUTION

After founding the solution we apply the solution and satisfy the customer &

consumer.

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Brief ProfileBrief Profile

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BRINDAVAN BEVERAGES LIMITED

BAREILLY

Brindavan Beverages ltd and authorized bottling company was situated

by the managing director Mr.S.N.Ladhani with an initial capital of Rs.25

lakhs in 1986.

Brindavan beverages had a franchisee agreement with Parle exports ltd.

For 10 years manufacture and seed its products.

During November 1993, Parle exports sold all of its 60 franchisee to

Coca-Cola India in order to compete with Pepsi. In this way, BBL has

undergone in the territory of Coca-Cola. The company is manufacturing

and selling 200ml, 300ml, 500ml, 2ltr of Thumps up, Limca, Coke,

Fanta, Sprite & Kinley Soda for Bareilly & other nearby districts such as

Badaun, Moradabad, Rampur, Pilibhit, Nainital, Haldwani etc.

BBL has its production unit having speed of 1520 bottles per minute,

PET 40 bottles minute, located at PARSAKHERA Industrial area

BAREILLY. The Storage of filled bottles is done in a huge godown

which is located at next to the production unit. The M.D. is the head of

the organization.Distribution Network

As it has been already stated that this particular plant has been taken over

by the Coca-Cola Company it has 85 distributors, many depots cover 16

districts under its belt and they are still growing. The name of districts it

covers is as follows.

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o Bareilly

o Badaun

o Haldwani

o Shahjahanpur

o Pilibhit

o Rampur

o Moradabad

o Chamoli

o Pithoragarh

o Lakhimpur

o Nainital

o Almora

o Karnprayag

o Rudraprayag

o Kashipur

o Rudrapur

o Ramnagar

Right from the first year of the incorporation the company is running in

top profit. This is just because of many reasons. One of them is that there

is no other plant in nearby. and also the saving due to local company in

the region. It tends to lower distribution cost, transportation cost, which

gives good margins to the distributors and retailers and company as well.

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ISTRIBUTION PROCESS

The Coca-Cola soft drinks are produced in the plant at Kanpur here

products are supplied to the warehouse.

From warehouse the products are distributed through Direct & Indirect

Routes.

DIRECT ROUTE

The Direct Routes are those in which the company owned trucks run by

salesman cum driver, distribute products to the retailers.

INDIRECT ROUTE :-

Indirect Routes are those in which products are supplied to the

distributors appointed to the different areas.

The distributors then distribute products in their own trucks or tempo to

the retailers. Finally retailers serve the products to the customers.

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DISTRIBUTION PROCESS

FACTORY

WAREHOUSE

DIRECT ROUTE INDIRECT ROUTE

RETAILERS DISTRIBUTORS

CONSUMERS RETAILERS

CONSUMERS

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Promotional Activities

Promotional activities play a greater and important role in the entire

marketing effort being carried out by B.B.L.Pvt. Ltd., are to generate

more sales as well as the create and maintain an image of its product.

Thus B.B.L.Pvt. Ltd carried out its promotional activities as a controlled

and integrated program of communication and material design to present

its soft drink to the prospective customer. It also helps in communication

the need satisfying qualities of soft drink, to facilitate the sales and

eventually to contribute towards the profit in long range.

The tools used by B.B.L.Pvt. Ltd. for fulfilling the various purposes of its

promotional activities are the following:-

Point of sale display

Dealers sales contest

Sales promotion through special event market

Sales promotion through salesman that is personal selling.

Advertising

Incentives

Point of Sale Display:

A sensible man does not have to go far to find out whatever a common

panwala knows that people buy with their eyes. Every item on sale in a

shop is displayed in front where people can see it at the first sight. It is

the same with all the shops and vendors in towns either selling consumers

or selling soft drinks. Rather in selling a product like COKE display is

more than help, it is an essential element because soft drink is bought on

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impulses on the spur of the movement. Thus, the product is tested when

it is brought at peoples attention.

Dealers sale contest:

Another method of sales promotion being used by the B.B.L.Pvt. Ltd.

through its distributors is to conduct dealers sales contest during the peak

seasons i.e. during April to July. In it the dealers are given prize in the

form of free cases of soft drinks. In the contest at first his or her

respective distributors according to their categorize each dealer. Then

each distributor fixes a target of minimum sale for each category to which

every dealer according to his or her category has to achieve during the

contest period. The dealers achieving highest sales over and above the

target set is giving the awards as under, the order of prizes announced

first prize, 2nd prize, 3rd prize in terms of number of free cases of soft

drinks.

Special event market:

The dealers at special event sport place the banners and stall of Pepsis

products like picnic fates cricket test match, social are used to cater the

people. It helps in promoting the sale as well as in creating an image of

products.

Salesman contest:

Salesman contest are held to motivate the sales man. Under the scheme

salesmen are given monetary incentive on the basis of sale made in their

given route.

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Media planning:

A very important part of advertising is to decide the medium of

advertising and how much to spend in each media:-

Newspaper & Magazines

Radio

TV

Hoarding

Product of sales materials (paintings, glow signs, D. Board)

Advertising is one of the important factors, which all put together results

sales. It has to be backed by the distribution network, effective servicing,

dealer, goodwill and so on. Thus, advertising has to be very carefully

woven with the entire demand

All advertisement expenditure is incurred by Coca-Cola India. Only

display board and wall paintings expenditure is done by the company.It is

8 to 10 % of the sale of the year.

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PRODUCTION AND PROCESSPRODUCTION AND PROCESS

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PRODUCTION PROCES

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PRODUCTION PROCES:

INGRADIENT DELIVERY

Ingredients are not the only things delivered to the plant. Other materials

such as bottles, cans, labels and packaging are also delivered. Many

plants outside the United State use refillable bottles for economic reasons,

while in the United States we do not. When bottles and cans are delivered

to the plant, they are carefully inspected to ensure that they meet our

exacting standards. Once these have passed initial inspection, they move

on to be washes and/or rinsed.

SWEETENER:

Supplied by select producers, a variety of sweetener plays a central role

in creating in our beverages. Sweetener vary by location and range from

sucrose (table sugar) and high-fructose starch syrup to low calorie

products such as aspartame, which is often used in the Americas with diet

beverages, and acesulfame-K, which is often Soused in European

countries with light beverages.

WATER:

Since water is key component to all our beverages, its quality is critical.

And, since public water quality varies around the worlds, each plant

further treats the water it uses. This means that before water is added toad

any of our beverages, its rigorously filtered and cleanses. We thencontinuously sample the water to ensure it meet our standards.

MATERIALS:

Ingredients are not the only things delivered to the plant. Other material

such as bottles, cans, labels and packaging are also delivered. Many

plants outside the United State use refillable bottles for economic reasons,while in the United States we do not. When bottles and cans are delivered

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to the plant, they are carefully inspected to ensure that they meet our

exacting standards. Once these have passed initial inspection. They move

on to be washed and/or rinsed.

WASHING & RINSING:

To ensure quality, each bottle is washed, sanitized and rinsed before

being filled. While this sounds simple, the actual steps can differ but

bottling plant. Outside the United States, many plant use refillable glass

or plastic bottles. To be ensuring they meet our cleanliness standard,

bottles are first hit with pre-rinse jet, which remove any dirt or debris.

They are then soaked in a high temperature deep-cleaning solution that

removes any remaining direct and sanitizes them. The bottle then moves

to the hydro wash where they are washed again with a deep-cleaning

pressure spray. Finally, the bottles are rinsed with cooling water jets

before being visually and/ore electronically inspected.

In the United States, we primarily use new bottle, not refillable ones. Thisallows the washing and rising steps to move much more quickly.

MIXING & BLENDING:

H2O:

Mixing and blending begins eighth the simple step of mixing pure water

with refined sugar, which creates simple syrup. While in some countriesmeasuring the correct amount of sugar is done by batch, in many North

American and European plants measurements are made using continuous

blending systems.

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SECRET FORMULA:

Our secret formula is.still secret! That right, the secret formula

remains a mystery to the millions of people in nearly 200 countries who

enjoy our refreshing beverages

every day. Even though cannot tell you the secret, you can be sure that

Life Tastes Good with Coca-Cola.

H2O & SYRUP:

With the syrup nearing its final state, we mix it with pure water, creating

the finished uncorroborated beverage. However, the water and syrup must

be mixed in right ratio. This done by the beverage proportioning

equipment. It accurately measures the correct ratio for each and sends this

mixture to the carbonator.

CO2 Added:

Adding CO2 or carbon dioxide gas is the final touch that carbonates thebeverage. Carbon dioxide not only gives our beverages their effervescent

zest, but it also adds to the distinctive and familiar taste everyone has

come to expect from our beverages.

FILLING:

Once all the ingredients have been mixed and blended and the bottleshave been cleaned and sanitized, were ready to start filling. This is a

surprisingly complex process requiring precision at each step. To begin

with, bottles must be carefully timed as they move to the filler

synchronization is key. Once at the filler, bottles are either held securely

in place by flexible grippers or precisely placed under filling valves by

centering devices. Before the bottles can be filled, the inside of the bottle

must be pressurized. This allows for the force of gravity itself to draw the

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beverage into the bottle-a process that ensures the smooth flow of liquid,

with little to no foaming.

CAPPING:

Once filled, bottles are then capped. We use different caps for different

bottles-glass bottles are usually topped with a metal crown while plastic

bottles are primarily topped with a plastic screw top. Each cap type then

moves through different parts of the machine, which ensures each cap

stays scratch-free and is in the right position to be precisely placed on the

bottle. As quality and freshness is key, we use a no-closure detector

during the capping process and a go-no-gauge or torque meter after

the bottles has been capped. The no-closure detector checks if a screw

to or crown has been placed on a bottle. The process actually stops if the

detector doesnt find a closure. The go-no-gauge checks for the proper

crown crimp and the torque meter check make sure the screw top are

good and tight. If the bottle caps arent just right, the beverage canbecome flat or be affected in other ways. If this happens, the bottle is

discarded.

LABELING:

Once the bottles have been filled and capped, they move on to be labeled.

A special machine dispenses labels from large rollers, cuts them andplaces them on the bottle. For special labels such as commemorative

bottles for football championship, the labels are sent to the bottling plants

from approval, and then used for packaging. Depending on the occasion,

some of these special bottles will go only to specific locations. For

example, a national football championship bottle will be sent only to the

hometown or state of the championship team.

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CODING:

The bottle is now ready to be coded. Each one of our beverages is marked

with a special code that identifies specific information about it. Some

codes simply identify there date the beverage was bottled or caned. Some

come in the form of a date stamp while other codes are much more

complex. These codes identify the day, month, shift and plant in which

the beverage was made and use a combination of letters and numbers.

you can not see code on your container. Its because some bottlers use

invisible ink that can only be read with special technology. Product

coding allows us to ensure that you receive our beverage at their flavorful

best.

INSPECTION:

We respect bottles at many points during the process. With refillable

bottles, it happens when they are first bottles the plant. They are also

inspected after they are washed and are filled; Inspectors look for

external bottle important and make sure each bottle has the rightamounts of beverage. White for a substitute for a human inspector we

also use bottles inspection machine. When inspecting empty bottles, the

machine shoots and strong light beam an through the bottom of the bottle

to light collector variation in the light mean that bottle must be discarded.

Once the bottle is filled, some plant dect whether the exact among of

beverage has been fitted the bottle. If not these are discarded. Even afterfitting samples bottles for analysis in its lab to ensure quality is up to

standard.

Once our filled beverages have passed final inspection, they are ready to

be packaged for delivery. Generally, packaging can refer to everything

from the unique bottle and can designs, to label designs, to cardboard

boxes and containers, to plastic rings. Because the needs and tastes of

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our consumers are so diverse, the packaging varies depending on where

the beverages are being sent.

In order to make sure the freshest beverages possible get to you, each

warehouse must efficiently manage the thousands of beverage cases

produced each day. Beverage organization is key, though it is the bottle

and can coding that allow for the necessary precision. From the

warehouse, we load beverages onto our distinctive trucks. Night and day,

or trucks are delivering our refreshing beverages to stores, soda fountains,

and vending machines near you.

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Pricing Strategies

All the pricing strategies are set by the Coca-Cola India. The company

announces all the prices of the product line; all the franchisee companies

are bound to follow the decisions of the company regarding the product

prices.

Local company just decides the discount and schemes, which are to be

given to the distributors and schemes, which are to the distributors. They

decide the discount considering their distribution cost and other incurred

costs in delivering the product.

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Coca-Cola Punch Line

1929-The pause that refreshes

1936-Its the refreshing thing to do.

1942-Its the real thing

1944-Global high sign

1959-Be really refreshed

1963-Things go better with Coke

1969-Its the real thing

1971-Id like to buy the world a coke

1976-Coke is life

1982-Catch is it

1986-Catch Adds life

1989-You cant beat the feeling

1993-Always a Coca=cola1998-Eat music, Sleep music, drink only Coca-cola

1999-Jo Chaho Ho Jaye, Coca-Cola enjoy

2000-I want Hrithik and I was Coke

2005- Rang le dil khol ke

2006- Coca-Cola Pio sar uthake

2007- Boond-Boond Kushi-Kushi

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RESEARCHRESEARCH

METHODOLOGYMETHODOLOGY

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Research Methodology

Research methodology is a procedure designed to the extent to which it is

planned and evaluated before conducting the inquiry and the extent to

which the method for making decisions is evaluated before conducting

the inquiry and the extent to which the method for making decisions is

evaluated. The research methodology if scientifically developed enables

the research to establish with high degree of confidence, cause and effect

relationship between the research between the research activities and

observed outcomes.

Data Analysis and Interpretation ----

For Brand Availability Index in Market

Step1

In this type of market research firstly we prepare a format of avix.

These contains, no. Of outlets, separate column for various brands of

Coca-Cola. In these depicted in short forms like

Coca-Cola- Ko

Thumps Up- Tu

Fanta- Fx

Limca- Lm

Sprite- Sp

Kinley Soda- Ks

MAZZA MZ

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MIKL MAID PULPI ORANGE MMPO

Step 2

After preparing the avix, we want to route and area which are given

to us by company to research.

Step3

We went to every outlet of those routes which were assigned and we

checked that which brand is chilled and which is warm. After what we

calculated we the filled stock on that outlet. In the avix we put a tick for

cold stock of the brand, and note the crates and manufacturing date. If in

any case of nil stock we draw a line.

Step 4

This procedure is repeated in every outlet on that route. I do this

procedure for every 15 days regularly on that route.

Step 5

Every day after dampening the route we calculated the percentage

availability of every brand of Coca-Cola, together calculated the chilled

percentage of the various brands. After this, using the formula we

calculate the Brand Availability Index.

Formula For Calculations:-

(Total chilled Stock * 100)/ Total stock(Chilled & warm)

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Data Collection method

Data Source:

Primary as well as secondary data sources are used to make

project efficient & faithful.

Primary Sources of Data:

Observations

Survey Form

Questionnaire

Secondary Sources of data:

Companys Catalogue

Business magazines & newspaper

Sales Staff

Internet

Observations:

Careful observation of all the out lets have been done to find

out the location visibility, house keeping etc.

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Survey:

For the survey of Bareilly region we adopted stratified sampling

method. Under this method we divided the whole Bareilly market into

various Stratas according to route wise. Survey is done in various stratas

non-random and by judgmental approach.

Survey is done from shop to shop and data collected was analyzed

to reach any conclusion.

Sample Size

For Brand Availability Index-

200 shops in 6 stratified groups.

For Factors Influencing Consumer Buying Behaviour 200 consumers of different age groups.

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GRAPHICAL

REPRESENTATION OFDATA

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GRAPHICAL REPRESENTATION OF DATA

Analysis For Factor Influencing Consumer Buying Behaviour

Sample Size 200 Consumers

Sample Contains:

Statistical Figures:

AGE GROUPS

15-21

yrs

22-25

yrs

25-35

yrs

35-45

yrs

% OF People Surveyed40% 28% 22% 10%

Graphical Analysis

% OF People Surveyed

40%

28%

22%

10%

15-21 yrs

22-25 yrs

25-35 yrs

35-45 yrs

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QUESTIONS ASKED TO THE CONSUMERS & ANALYSIS OF

THEIR RESPONSES

Question 1135733298.docWhich Brand you normally consume?


Coca-Cola Range Pepsi Range

55% 45%

Graphical Analysis

0

0.1

0.2

0.3

0.4

0.5

0.6

1 2 3

Series1

Series2Series3

Question 2

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Which flavor does you like most?


Cola Mango Lemon Orange

77.50% 10.00% 10.00% 2.50%

Graphical Analysis

Flavors liked by people

10%

10%

77.5%

2.5%

Cola

Mango

Lemonorange

Question 3

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In Coca-Cola, which sub-brand you like most?

Statistical Figures

s

Thumps

Up

Coca-

Cola Maaza Sprite Fanta MMPO

Others

25% 20% 10% 34% 9% 2% 2%

Graphical Analysis

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Question 4

Which packing do you like?

Statistical Figures

Glass bottle Pet Can

82% 15% 3%

Graphical Analysis

PACKING LIKED BY PEOPLE

82%

3%

15%

Glass Bottle

Pet

Can

Question 5

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Which size do you prefer?

Statistical Figures

200 ml. 300 ml. 500 ml. 2 litres

25% 60% 10% 5%

Graphical Analysis

25%

60%

10%5%

Size prefered by people

200 ml.

300 ml.

500 ml.

1.5 or 2 litres

Question 6

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When you like to drink a cold drink?

Statistical Figures

Rarely Occasionally Generally Mostly

25% 15% 35% 25%

Graphical Analysis

People often like cold drinks

25%

15%25%

35%

Rarely

Occasionaly

Generally

Mostly

Question 7

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If your brand of cold drink is not available then what you do?


Go for another Brand Dont buy

90% 10%

Graphical Analysis

90%

10%

Go for another

Brand

Don't Buy

Question 8

Why do you buy a particular brand?

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Due To Taste Company Name Due To Packaging

Any other

Factor

77.50% 10.00% 10.00% 2.50%

Graphical Analysis

77.50%

10.00%

10.00%

2.50%

Due To Taste

Company Name

Due To

Packaging

Any other Factor

Question 9

Which medium of advertisement effect you the most?


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Television Radio Newspaper

Roadside

Hordings

72.50% 5.00% 10.00% 12.50%

Graphical Analysis

72.50%

5.00%

10.00%

12.50%

Television

Radio

Newspaper

Roadside

Hordings

Question 10

What is the effect of celebrity endorsed products on the buying behaviour

on you?


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Very Much No Effect Up to an Extent

30% 30% 40%

Graphical Analysis

30%

30%

40%

Very Much

No Effect

Up to an Extent

Question 11

Are you Health Cautious about it?


Yes No

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40% 60%

Graphical Analysis

40%

60%

Yes No

Percentage Wise Distribution figures (Brand wise)

Statistical Figures: -

Thumps

Up Limca Maaza

Coca-

Cola Fanta Sprite

Kinley

soda

MMPO

29% 14% 5% 21% 17% 10% 1% 3%

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Graphical Analysis

AREA WISE BRAND AVAILABILITY INDEX


Limca

Thumps

Up

Coca-

Cola Maaza Sprite Fanta kinley

MMPO

10% 27% 23% 7% 9% 19% 1% 4%

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Graphical Analysis:


Limca

Thumps

Up

Coca-


MMPO

9% 31% 21% 9% 11% 14% 1% 4%

Graphical Analysis:

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Limca

Thumps

Up

Coca-


MMPO

14 28% 18% 8% 12% 16% 2% 2%

Graphical Analysis:

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Graphical Analysis:


Limca Thumps Coca- Maaza Sprite Fanta kinley MMPO

Page | 86

Limca

Thumps

Up

Coca-


MMPO

10% 32% 16% 5% 14% 22% 0% 1


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Up Cola soda

10% 25% 25% 4% 12% 21% 0% 3%

Graphical Analysis:

Limca

Thumps

Up

Coca-

Cola Maaza Sprite Fanta

kinley

soda

MMPO

10% 26% 26% 6% 11% 20% 1% 0

Graphical Analysis:

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FINDINGSFINDINGS

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FINDINGS

The findings of the project are following:

1) Most of the people use to drink the brands of Coca-Cola.

2) Most of the consumers like cola flavour.

3) Most of the consumers like the sub brand Sprite.

4) People prefer the glass bottle in comaparision to pet and can.

5) Most of the consumers like the packing of 300ml.

6) Most of the people consume the cold drink generally.

7) The distribution of all the brands is not good in comparision to

PepsiCo.8) The people are attracted towards advertisements on Television.

9) The demand of cold drink in summer is very high.

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SWOT ANALYSISSWOT ANALYSIS

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Strengths

Acquired Thumps up with a big market share

Improved quality control

Latest and advanced technology

Modified and attractive packing

Strong Brand Name

Weakness

Tight cash policy

Less concentration on local advertising

Lack of sales promotional schemes

Less number of empties than Pepsi

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All package size is not available in the market

Opportunities

Good rural market

Direct distribution

Per capita consumption in India is still low.

The growth opportunity is phenomenal

Threats

Intense competition with Pepsi

Pepsi is having already very good position in the mind of consumer

hence it is very tough to get more market share.

Pepsi have provided sales generating assets to a large no. of

retailers due to that they are selling only Pepsi products.

Due to the problems of supply people of rural areas fail to get their

demanded quantity at the time of marriage or their specialoccasions

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PROBLEMS FOUND

After visiting nearly 220 outlets I found that there are some commonproblem of retailers, which are as,

1. The retailers are not getting proper delivery of the desired products.

They are complains that they are not getting delivery regular. This

may force them to take other alternatives.

2. Retailers are asking about schemes. They are complaining that they

are not getting proper facilities, although their sale is very good.

They do not have chairs and tables and in some cases if they have

it is not in good condition.

3. One of the big problems that the company doesnt has a direct and

permanent contact with retailers. It is a general complaint that there

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is a big communication gap between the company and them and no

one is coming the them to know their problems

4. The Questionnaire was in English language so the people found

difficult

CONCLUSIONSCONCLUSIONS

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CONCLUSIONS

There is a communication gap in distribution channel so retailers

are not getting advantage of discounting & trade scheme.

Company sales executive should inspect the market time to time

while they do not take interest so that some retailers are unsatisfied

with company.

If retailers complaints regarding discounting & trade scheme then

he is not responded properly.

Retailers do not get the companys actual schemes.

Distributors have not maintained proper stock so that retailers do

not get all the products by which sale, discounting & trade schemes

are effected.

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SUGGESTIONSSUGGESTIONS

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SUGGESTONS FOR BRINDAVAN BEVERAGES

There are great potential markets in the rural area. But no

availability of product in those areas, company is making a great

loss of revenue.

The company should equal concentrate on small as well as big

outlets or dealers.

Sponsorship to small events should be given instead of sponsoring

large big events.

The company officials should keep eye on the fact that the schemes

are properly reaching to the outlets holders.

Company officials should visit each and every outlet and make

some interaction. This will help to make customer loyal.

The distribution system in some area is not good. The major

complaint which retailer file is that after the booking the crates

they get the product after 2 or 3 days. So they as well as company

making loss in such areas. The major complaint is that the vehicle

comes once in 2 or three days while the Pepsis distribution vehicle

comes twice a day.

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There retailer should get all the schemes which are made for them.

Some of retailers complaint that sales person promise to give the

schemes but they doesnt give to them in actual.

In many of the areas the Kinley Soda brand is not available or if it

is, is very rare. So Company should give schemes to promote sale

of Kinley soda.

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ANNEXURESANNEXURES

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QUESTIONNAIRE

Name..

Age.

Q.1 Which Brand you normally consume?

a) Coca-Cola b) PepsiCo

Q.2 Which flavor do you like most?

a) Cola b) Mango

c) Orange d) Lemon

Q.3 In Coca-Cola, which sub-brand you like most?

a) Coca-cola b) Thums Up

c) Maaza d) Sprite

d) Fanta e) Others

Q.4 Which packing do you like?

a) Glass bottle b) pet c) Can

Q.5 Which size do you prefer?

a) 200 ml. b) 300 ml.

c) 500 ml. d) 2 litres

Q.6 When you like to drink a cold drink?

a) Rarely b) Occasionally

c) Generally d) Mostly

Q.7 If your brand of cold drink is not available then what you do?

a) Go for another brand b) Dont buy

Q.8 Why do you buy a particular brand?

a) Due to taste b) Companys name

c) Due to packaging d) Any other factor

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Q.9 Which medium of advertisement affects you the most?

a) Television b) Radio

c) NewsPaper d) Road Side Hordings

Q.10 What is the effect of Celebrity endorsed products on the buying Behaviour on

you?

a) Very much b) To much Extent c) No Effect

Q.11 Do you health cautious about cold drinks ?

a) Yes b) No

BIBLIOGRAPHYBIBLIOGRAPHYPage | 102


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BIBLIOGRAPHY

BOOKS:

Kothari C.R.; Research Methodology, New Age, New Delhi,2007.

Ramaswamy V.S., Namakumari S.; Marketing Management,

Macmillan India Ltd, 2003.

Kotletr P.; Marketing Management,Darling Kindersley(India)Pvt.

Ltd.,Delhi,2005.

Biyani K. ; IT HAPPENED IN INDIA,Rupa company , New

Delhi,2005

Saxena Rajana ; Marketing Management, Tata McGraw Hill,New

Delhi, 2004.

Czinkota, M.R.; Marketing Management, Pearson Education

Asia,New Delhi, 2004.

Staton William J.; Fundamentals of Marketing, McGraw Hill, New

Delhi, 1994.

Bull, Victor P., Marketing Management: A Strategic Planning

Approach, McGraw Hill, New York, 2001.

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