final prjct prashant

7/31/2019 Final Prjct Prashant

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OBJECTIVES OF THE STUDY :-

1. To know the current market scenario of coca cola products.

2. To check the satisfaction level of the retailers with distributionchannel.

3. To find out the problem faced by the retailers with channel ofdistribution.

4. To find out that what attracts retailers most in selection of soft drinksbrands.

5. To see various demands of retailers.


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INTRODUCTION

BACKGROUND :-

Soft drinks are enormously popular beverages consisting primarily of carbonated water,sugar, and flavorings. Nearly 200 nations enjoy the sweet, sparkling soda with an

annual consumption of more than 34 billion gallons. Soft drinks rank as America's

favorite beverage segment, representing 25% of the total beverage market. In the early

1990s percapita consumption of soft drinks in the U.S. was 49 gallons, 15 gallons more

than the next most popular beverage, water.

The roots of soft drinks extend to ancient times. Two thousand years ago Greeks and

Romans recognized the medicinal value of mineral water and bathed in it for relaxation,

a practice that continues to the present. In the late 1700s Europeans and Americans

began drinking the sparkling mineral water for its reputed therapeutic benefits. The first

imitation mineral water in the U.S. was patented in 1809. It was called "soda water" and

consisted of water and sodium bicarbonate mixed with acid to add effervescence.

Pharmacists in America and Europe experimented with myriad ingredients in the hope

of finding new remedies for various ailments. Already the flavored soda waters were

hailed as brain tonics for curing headaches, hangovers, and nervous afflictions.

Pharmacies equipped with "soda fountains" featuring the medicinal soda water soon

developed into regular meeting places for local populations. Flavored soda water gained

popularity not only for medicinal benefits but for the refreshing taste as well. The market

expanded in the 1830s when soda water was first sold in glass bottles. Filling and

capping the gaseous liquid in containers was a difficult process until 1850, when a

manual filling and corking machine was successfully designed. The term "soda pop"

originated in the 1860s from the popping sound of escaping gas as a soda bottle was

opened.

New soda flavors constantly appeared on the market. Some of the more popular flavors

were ginger ale, sarsaparilla, root beer, lemon, and other fruit flavors. In the early 1880s

pharmacists experimented with powerful stimulants to add to soda water, including cola

nuts and coca leaves. They were inspired by Bolivian Indian workers who chewed coca

leaves to ward off fatigue and by West African workers who chewed cola nuts as a


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stimulant. In 1886 an Atlanta pharmacist, John Pemberton, took the fateful step of

combining coca with cola, thus creating what would become the world's most famous

drink, "Coca-Cola". The beverage was advertised as refreshing as well as therapeutic:

"French Wine ColaIdeal Nerve and Tonic Stimulant." A few years later another

pharmacist, Caleb Bradham, created "Pepsi-Cola" in North Carolina. Although the name

was a derivation of pepsin, an acid that aids digestion, Pepsi did not advertise the

beverage as having therapeutic benefits. By the early 20th century, most cola

companies focused their advertising on the refreshing aspects of their drinks.

As flavored carbonated beverages gained popularity, manufacturers struggled to find an

appropriate name for the drinks. Some suggested "marble water," "syrup water," and

"aerated water." The most appealing name, however, was "soft drink," adapted in the

hopes that soft drinks would ultimately supplant the "hard liquor" market. Although the

idea never stuck, the term soft drink did.

Until the 1890s soft drinks were produced manually, from blowing bottles individually to

filling and packaging. During the following two decades automated machinery greatly

increased the productivity of soft drink plants. Probably the most important development

in bottling technology occurred with the invention of the "crown cap" in 1892, which

successfully contained the carbon dioxide gas in glass bottles. The crown cap design

endured for 70 years.

The advent of motor vehicles spawned further growth in the soft drink industry. Vending

machines, serving soft drinks in cups, became regular fixtures at service stations across

the country. In the late 1950s aluminum beverage cans were introduced, equipped with

convenient pull-ring tabs and later with stay-on tabs. Light-weight and break-resistant

plastic bottles came into use in the 1970s, though it was not until 1991 that the soft drink

industry used plastic PET (polyethylene terephthalate) on a wide scale.

Soft drink manufacturers have been quick to respond to consumer preferences. In 1962

diet colas were introduced in response to the fashion of thinness for women.


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COCA COLA INTERNATIONAL

HISTORY:-

Coca-Cola Enterprises, established in 1986, is a young company by the

standards of the Coca-Cola system. Yet each of its franchises has a strong

heritage in the traditions of Coca-Cola that is the foundation for this Company.

The Coca-Cola Company traces its beginning to 1886, when an Atlanta

pharmacist, Dr. John Pemberton , began to produce Coca-Cola syrup for sale in

fountain drinks. However the bottling business began in 1899 when two

Chattanooga businessmen, Benjamin F. Thomas and Joseph B. Whitehead ,

secured the exclusive rights to bottle and sell Coca-Cola for most of the United

States from The Coca-Cola Company.

The Coca-Cola bottling system continued to operate as independent, local

businesses until the early 1980s when bottling franchises began to consolidate.

In 1986, The Coca-Cola Company merged some of its company-owned

operations with two large ownership groups that were for sale, the John T.

Lupton franchises and BCI Holding Corporation's bottling holdings, to form

Coca-Cola Enterprises Inc. The Company offered its stock to the public onNovember 21, 1986, at a split-adjusted price of $5.50 a share. On an annual

basis, total unit case sales were 880,000 in 1986.

In December 1991, a merger between Coca-Cola Enterprises and the Johnston

Coca-Cola Bottling Group, Inc. (Johnston) created a larger, stronger Company,

again helping accelerate bottler consolidation. As part of the merger, the senior

management team of Johnston assumed responsibility for managing the

Company, and began a dramatic, successful restructuring in 1992.Unit case

sales had climbed to 1.4 billion, and total revenues were $5 billion.


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COCA COLA NOW :-

In 1886, Coca-Cola brought refreshment to patrons of a small Atlanta pharmacy. Now

well into its second century, the Company's goal is to provide magic every time

someone drinks one of its more than 400 brands. Coca-Cola has fans from Boston to

Budapest to Bahrain, drinking brands such as Ambasa, Vegitabeta and Frescolita. In

the remotest comers of the globe, you can still find Coca-Cola.

Coca-Cola is committed to local markets, paying attention to what people from different

cultures and backgrounds like to drink, and where and how they want to drink it. With its

bottling partners, the Company reaches out to the local communities it serves, believing

that Coca-Cola exists to benefit and refresh everyone it touches.

Coca Cola enjoys the privilege of being the largest selling soft drink company in

the world. Its product Coke, Fanta Limca, Thums-Up, Sprite and Maaza are well known

worldwide and are sidely regarded as top, most brands in their respective flavor

segments. Soft drink industry is ballooning in India with continuously growth rate that

swells more every year.

In S.G.A. (sales generating assets) Coca-Cola is leading the market in providing

the maximum number of cooling equipments i.e. viz cooler, family fridges and E.B.C.

(electro bottle cooler) to their retailer. Coca-Cola is also ahead of Pepsi in providing

signages i.e. glow signs and dealers boards to the retailers.

Since the Good service, advertising and superior promotional strategies from the

basic rule for survival in the, all the companies are trying to perform their best on these

front. Coca-Cola is the leader of this front also. It provides the better service to the

retailers that its competitors airs superior quality advertisement and launches better

sales promotion schemes into the market. Gut to maintain the position and to improve it

even better, it should continuously improve itself through innovative marketingstrategies, since the market is highly competitors pocket.


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Story of Soft Drinks

Segmented of Soft Drinks:-

The Soft Drinks can be segmented on the

basis of point of purchase or the basis of type of products. The story of Soft Drinks in

Fascinating. Since the beginning of life the most pressing need of all living beings is

food and sweet juice when cut open, ditto the watermelon and fresh coconuts. Man

learnt the Secrets of these Sources and used them as additional pleasant aid drinks

besides water. As year passed in thousand, man tried to imitate nature in preparing

these drinks so as to use them as well.

As results of laborious Search in 1772, Joseph Priestly combined carbon dioxide withwater and artificial produced directed water bubbling with gas spread quickly and

parched mouth begin to consume this. The Segmentation on the basis of point of

purchase divides the market into two parts-Onpremise-80% of the Consumption of Soft

drinks is done. Premise i.e.- Restaurants, Railways station, Cinema Hall etc.

AT HOME :-

The rest of 25% of the market compromises of the soft drinks

purchased for consumption at home.

The market can also be segmented on the basis of products. The segmented could be

present as follows->

This account for 62 % of the total Soft Drinks at all India Level. The Brands that falls in

these categories are PEPSI, Thumsup, and coke.

Non-Cola segmented, which can be further, divided as orange: This segment has 19 %

share of the total market. Miranda orange (of Pepsi), Fanta & Gold Spot (Both of the

Coke) and Crush represent the orange segment.

Lime : This segment represent 14 % of the total market. Cokes Limca and Pepsis

Mirinda fall in these categories.

The market leader is close to 70 % market share of this segment but Sprite has

considerably cut into this market


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Mango : Slice Mangola and MAZA are leading Mango drinks.

Mango drinks accounts for about 3 % of the soft drink market. There is very thin line of

difference between the clear and cloudy lime.

The most obvious features is that clear lime has to be bottled in green bottle as sunlight

harms the drink and change the taste.

Soft Drinks industriesAn Overview :-

It all began in 1886, when a tree legged brass kettle in Hohn Styth pembertons

backyard in Atlanta was brewing the first P of marketing leged.

Unaware the pharmacist has given birth to a caromel syrup, which is now the chief

ingredient of the worlds favorite drinks. The syrup combined with carbonated the soft

drink market. It is estimated that this drink is served with carbonated the soft drink

market. It is estimated that drink is served more than one thousand million times in a

day.

Equally oblivious to the historic value of his actions was Frank IX. Robinson, his partner

and book keeper. Pemberton and Robinson laid the first foundation of this beverage

when an average nine drinks per day to begins with, upping volumes as sales grew.

In 1984, this beverage got into bottle, courtesy a candy merchant from Mississippi. By

the 1950s Colas were a daily consumption item, stored in houses hold fridges. Soon

were born other non-cola variants of this product like orange and lemon.

Now, the soft drink industry has been dominated by three major player---- 1) The New York based Pepsi Co. Inc.

2) The Atlanta based Coca Cola Co.

3) The united Kingdom Based Cadbury Schweppes

Through out the glove these major players have been battling it. Out for a bigger chunk

of the ever-growing cold drink market. Now this battle has begun in India too. India is

now the part of cold drink war. Gone are days of Ramesh Chauhan, Indias one time

Cola.


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King and his bouts of pistol shooting expected now to hear the boon of cannons when

the Coca Cola and Pepsi co. battle it out for, as the Jordon goes a bigger share of

throat.

By buying over local competition, the two America Cola giants have cleared up the

arena and are packing all their power behind building the Indian franchisee of their

globe gridline brands. The huge amount invested in fracture has never been seen

before. Both players seen an enormous potential in his country where swigging a

carbonated beverage is still considered a treat, virtually a luxury. Consequently, by

world standards Indias per capita consumption of the cold drinks as going by survey

results is rock bottom, less than over Neighbors Pakistan & Bangladesh, where it is four

times as much.

Behind the type, in an effort invisible to consumer Pepsi pumps in Rs 3000 Crores

(1994) to add muscle to its infrastructure in bottling and distribution. This is apart from

money that companys franchised bottles spend in upgrading their plants all this has

contributed to substantial gains in the market. In colas, Pepsi is already market leader

and in certain cities like Delhi, Pepsi retailers are on one side & all the other colas put

together on the other. While coke executive scruff at Pepsis claims as well as targets,

industry observes are of the view that Pepsi has definitely stolen over its competitors

coke.

Apart from number, Pepsi has made qualitative gains. The foremost is its image. This

image turn around is no small achievement, considering that since it was

established in 1989, taking the hardship route prior to liberalization and weighed down

by export commitment.

Now, at present as there are three major players coke, Pepsi and Cadbury and there is

stiff competition between first two, both Pepsi and Coke have started, sponsoring local

events and staging frequent consumer promotion campaigns. As the mega event of this

century has started, and the marketers are using this events- world cup football, cricket

events and many more other events.

Like Pepsi, Coke is picking up equity in its bottles to guarantees their financial support;

one side coke is trying to increases its popularity through.


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Eat Food, enjoy Food, Drink only Coca Cola. Eat Cricket, Sleep Cricket, Drink only

Coca Cola. Eat Movies, sleep movies. Drink only Coca Cola.

On the other side of coin Pepsi has introduces AMITABH BACHCHAN for capturing

the lemon market through MIRINDAlemon with Zor Ka Jhatka Dheere Se Lage?.

But no doubt that UK based is also Cadbury is also recognizing its presence. So there is

real crush in the soft drink market, with launch of the carbonated organize drink Crush,

few year ago in Delhi, the first in a series of a launches, Cadbury Schweppes beverage

India (CSBI) has planned.

The world third largest soft drinks marketers all over the country. CSBI wholly owned

subsidiary of the London based $ 6.52 billion. Cadbury Schweppes is hopping that

crush is going well and well not suffer that samefate as the Rs. 175 crore Cadbury

indias apple drink Apella. SBI is now with orange (crush), and Schweppes soda in the

market.

As orange drinks are the smallest of non-cola categories that in Rs. 1100 crore market

with 10 % market share and cola having 50 % is followed by Lemon segment with 25%.

The success of soft drinks industry depends upon 4 major factories viz..

1. Availability 2.Visibility 3. Cooling 4. Range

Availability :-

It means that the presence of a particular brand at any retailers. If a product

is now available at any retailers and the competitors brands are available, the

consumer will go for at because generally the consumption of any soft drink is an

impulse decision and not predetermined one.

Visibility :- it is the presences felts, if any outlets has a particular brand of soft drinkssay-Pepsi Cola and this brands is not displays in the retailers, then its availability is of

no use.

The soft drinks must be shown off properly and attractively so as to catch the attention

of the consumer immediately Pepsi achieves visibility by providing glow sign boards


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,hoardings, calendars etc. to the outlets. It also includes various stands to display Pepsi

and other flavors of the company.

Cooling :- As the soft drinks are consumed chilled so cooling them plays a vital role

in boosting up the sales. The brands, which is available chilled, gets more sale then the

one, which is not, even if it more preferred one.

Range:- This is the last but not the least factor, which affects the sale of the products

of a particular company ,Range availability means the availability of the all flavors in all

sizes.


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VISION OF THE COCA COLA 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 INDIA

Create consumer products, services and communications, customer service and

bottling system strategies, processes and tools in order to create competitive

advantage and superior value to :

Consumers as a superior beverage experience.

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

Bottlers as an opportunity to grow profit and volume. Suppliers as an opportunity to

make reasonable profits when creating real value added in an environment system wide

teamwork. CCI associates as superior career opportunity. Indian Society in the form of a

contribution to economic and social development.

Mission, Vision & Values 2020

The world is changing all around us. To continue to thrive as a business over the next

ten years and beyond, we must look ahead, understand the trends and forces that will

shape our business in the future and move swiftly to prepare for what's to come. We

must get ready for tomorrow today. That's what our 2020 Vision is all about. It creates a

long-term destination for our business and provides us with a "Roadmap" for winning

together with our bottler partners.

Our Mission

Our Roadmap starts with our mission, which is enduring. It declares our purpose as a

company and serves as the standard against which we weigh our actions and

decisions.To refresh the world. To inspire moments of optimism and happiness...

To create value and make a difference.


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Our Vision

Our vision serves as the framework for our Roadmap and guides every aspect of our

business by describing what we need to accomplish in order to continue achieving

sustainable, quality growth.

People: Be a great place to work where people are inspired to be the best they can

be.

Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and

satisfy people's desires and needs.

Partners: Nurture a winning network of customers and suppliers, together we create

mutual, enduring value.

Planet: Be a responsible citizen that makes a difference by helping build and supportsustainable communities.

Profit: Maximize long-term return to shareowners while being mindful of our overall

responsibilities.

Productivity: Be a highly effective, lean and fast-moving organization.

Our Winning Culture

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

make our 2020 Vision a reality.

Live Our Values

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

world.

Leadership: The courage to shape a better future

Collaboration: Leverage collective genius

Integrity: Be real

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

Pasion: Committed in heart and mind

Diversity:As inclusive as our brands

Quality: What we do, we do well


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Focus on the Market

Focus on needs of our consumers, customers and franchise partners

Get out into the market and listen, observe and learn

Possess a world view

Focus on execution in the marketplace every day

Be insatiably curious

Work Smart

Act with urgency

Remain responsive to change

Have the courage to change course when needed

Remain constructively discontent

Work efficiently

Act Like Owners

Be accountable for our actions and inactions

Steward system assets and focus on building value

Reward our people for taking risks and finding better ways to solve problems

Learn from our outcomes -- what worked and what didnt.


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COMPANY PROFILE

Coca Cola India is American Multinational Company having its corporate Office in

Atlanta America, Coca Cola is known World Wide, Coca Cola was born in 1887. After

economic liberalization in 1991 many MNCs came in India.

India is an emerging market, which means that low consumption coupled with big

population numbers that adds up to high potential demand.

Coke is continuing to stay with multi-brand strategy as it enhance company ability to

leverage self space at the retail outlets; it also gives flexibility to offer price-off on brands

other than its lead ones Cokes dual brand approach will extend to lemon flavor too

since it plants to introduce Fanta Lemon shortly after the can hits the market.Coke is moving slow in India, as it wants to get the strategy right first; build a strong

foundation before moving ahead the supply side infrastructure.

Has also to be strengthened with the volumes reaching a critical mass; it could well be

worth the while of Cokes international suppliers to set up facilities in India: Bell

corporation of Colorado is considering setting up a can manufacturing plants near pune

and continental Pet Europe has similar plants.

Coke considers itself as the gold standard and therefore says that focused on pushing

through innovations in the marketplace Coming in with a lower price of Rs. 6 (which has

now been raised) and bottle size to 300 ml. Introducing full depth plastic crates when

the industry was used to half depth wooden crates has reduces bottle scuffing and

breakages drastically.


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MAIN AIM OF COCA COLA IN INDIA

There is a great opportunity here because per person consumption of cold drinks

in India is very low but the potential is high because large population is discoursing hot

climate in India. While The Coca-Cola Company is a global company with some of the

worlds most widely recognized brands, the Coca-Cola business in India, as in each

country where we operate, is a local business. Our beverages are produced locally,

employing Indian citizens, our product range and marketing reflect Indian tastes and

lifestyles, and we are deeply involved in the life of the local communities in which we

operate.

The Coca-Cola Company is a global company with some of the worlds most

widely recognized brands, after a 16-years absence, Coca-Cola returned to India in

1993.The Companys presence in India was cemented in November that year in a deal

that gave Coca-Cola ownership of the nations 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, anddistribution systems and marketing equipment.

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

in India. Coca-Cola is one of the countrys top international investors.

In 2003, Coca-Cola India pledged to invest a further US$ 100 million in itsoperations. Coca-Cola business system pledged directly employs approximately

6,000local people in India.


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BOTTLING AND QUALITY CONTROL

TODAY, Cokes products reach consumers and around the world through a vast distribution network made up of local bottling companies. These bottlers are locked

around the world and most are in independent business. using concentrates and

beverage basis produced by Coca-Cola.

The Coca-Cola Company is committed to assist its bottlers with the functions of an

efficient bottling operation. Quality Control, monitored constantly by the company, is

necessary to produce high quality Soft drinks.

At The Coca-Cola Company, quality is more than just something we taste, or see,

or measure or manage. Quality shows itself in our every action; it encompasses

everything we do. From processing to packaging to pouring, anything less than 100

percent quality beverages we can produce every time.

At The Coca-Cola Company, through our globally accepted and validated

manufacturing processes and Quality Management Systems, we ensure that our

manufacturing facilities are equipped to provide the consumer with the highest possible

quality beverage each time. Let us now take you through the processes and Quality

Assurance Programs followed by our world-class manufacturing facilities in India.

Even before the plant is constructed, the site is selected based on the availability

of source water meeting the portability quality standards. At all our carbonated andnoncarbonated soft drink manufacturing locatins, the source water is tested for all

requirements of potable drinking water. Independent third party accredited laboratories

always conduct the analysis. The source water is then properly protected and re-tested

periodically to ensure conformance to portability standards.

The water us then drawn through sealed pipelines into the storage tanks in secured

water treatment areas of the manufacturing plant.

1. The first step in the manufacturing of soft drinks is the disinfections of water

using the globally approved procedure of chlorination. This treatment ensures the

destruction of microorganisms including pathogens and oxidation of heavy metal

ions and organic impurities.


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2. The second step is the filtration at the molecular level, which is achieved either by

coagulation/flocculation or reverse osmosis. Contaminants commonly removed by

this process include :

- Dirt, clay and any other suspended matter in the water.

- Microbial matter (including bacteria, yeast, moulds. Virus, protozoa).

- Heavy metals and compounds, which may cause an off-taste.

When coagulation/flocculation is used, colloidal materials and suspended

particles are removed by settling plus enhanced filtration multi-media. If

needed, alkalinity may also be achieved by lime softening or ion exchange

filters.

3. The third step to stop potential contaminants is water purification using granular

activated carbon filters. The granular activated carbon, with its large and porous

surface area, ensures effective removal of trace levels of organic compounds

(including pesticides and herbicides), color, off-taste and odor-causing

compounds using he principle of absorption.

4. The last step is polishing filtration, which is passing water through high efficiency

5-micron filters to ensure every drop of treated water is free from any activated

carbon fines and is safe for use in beverages

An employee operates a proportioned where the syrup, carbon-dioxide and water are

blended

TRADE MARK

Cokes trademark are our most valuable assets. The trademark Coca-Cola was

registered with the U.S. Patent and Trademark office in 1893, followed by Coke in

1945. Coke was granted registration by the U.S. Patent and trademark office in 1977.

In 1982 the Coca Cola Company introduced diet coke to U.S. consumers, making the

first extension of companys most precious trademark to another products. Later year

saw the introduction of additional products bearing the Coca Cola name, which now

encompasses a powerful line of seven (7) Cola Products.


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PRODUCT AND QUALITY

Coca Cola acquired Parle all the brand at a sum of 300 crore and now coke has

formulated a policy to acquire the plant of bottles instead of making franchise. On

this step Coke first acquired Parle Delhi and Bombay Plant in 250 crores. Coca Cola

also acquired Schweppes nearly all the brand except one for the sake of maintaining

on step lead.

Leading Indian brands Thums Up, Limca, Maaza,join the Companys

international family of brands including Coca-Cola, Diet Coke, Sprite, Fanta and

one hot product i.e. Georgia tea or coffee product range.

OurKinley water brand was launched in 2000.

In 2001, our energy drink Shock ad our first powdered concentrate, Sunfill, hit the

market.

Annual per capita consumption of soft drinks in India is nine 8-ounce servings.

We monitor our success through our customer and consumer feedback and our intrade

monitoring programmes, and this information enables us to continuously

improve our already demanding systems.

The Company ranking up first in the introduction ofcanned and PET soft

drinks, vending machines and backpack diepensers 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.

In everything we do, from the selection of ingredients to the production of our

beverages and their delivery to the market place, we use our specialized quality

management system, The Coca-Cola Quality System, to ensure that we are

offering consumers only the highest quality products.


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PRODUCT PROFILE OF THE COMPANY

There are six most important brands of Coca-Cola named as following :

These six brands are different in taste, flavors and also in their colors:

1. Coca-Cola :-Coke is considered to be a cola drink. It is generally preferred by all sections

of consumer. This is a cash cow brand for the company in terms of sales revenue.

Coke is available in market different size like 200ML, 300ML, 600ML(PET) and

2000ML(PET).

Coca-Cola is the most popular and biggest-selling soft drink in history, as well as

the best-known product in the world. Created in Atlanta, Georgia, by Dr. John S.

Pemberton, Coca-Cola was first offered as a fountain beverage by mixing Coca-Cola

syrup with carbonated water. Coca-Cola was introduced in 1886, patented in 1887,

registered as a trademark in 1893 and by 1895 it was being sold in every state and

territory in the United States. In 1899, The Coca-Cola Company began franchised

bottling operations in the United States. Coca-Cola might owe its origins to the

United States, but its popularity has made it truly universal. Today, you can find

Coca-Cola in virtually every part of the world.

2. Thums Up :-Thums Up is also considered to be a cola drink. It is hard in comparison to

Coke. All sections of consumers but especially to teenagers prefer it. It is big sauce of

company to cash its publicity. Thums Up is available in market different size like-

200ML, 300ML, 600ML(PET) and 2000ML(PET).

Coco cola offers thumbs up. This soft drink is a leading carbonated drink and the

most trusted brand in india. It has a strong cola taste with an exciting personality.

Thumbs up is know for its strong, fizzy taste with its confident, mature and uniquelymasculine attitude. This brand clearly seeks to separate men from boys. Coco Cola

India

Offers Thumbs Up. This Soft Drink Is A Leading Carbonated Drink And The Most

Trusted Brand In India


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3. Limca :-

Limca 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. Children and women generally prefer it. Limca is available inmarket different size like- 200ML, 300ML, 600ML(PET) and 2000ML(PET).

Coco cola india offers limca. Lime n` lemoni limca is a tangy refreshing spell

with original thrust choice of million consumers over 3 decades. The brand has been

displaying healthy volume growth year on year and limca continues to be amongst the

leading flavour soft drink in the country. The sharp fizz and lemony bite combined with

the single minded positioning of the brand as the ultimate refresher that has

continuously

strengthens the brand. This soft drink energises, refreshes and transforms.

4. Fanta:-

Fanta is coming in orange flavor. Children and women prefer it. Fanta is

available in market different size like- 200ML, 300ML, 600ML(PET) and

2000ML(PE Fanta was introduced in the United States in 1960. Consumers around

the world, particularly teens, fondly associate Fanta with happiness and special times

with friends and family. This positive imagery is driven by the brand's fun, playful

personality, which goes hand in hand with its bright color, bold fruit taste and tingly

carbonation.T).

5. Maaza :-

Maaza is considered to be juicy soft drink because it contains mango pulp.

This soft drink is preferred by different segments of consumers. Maaza is available in

market 250ML size. And the tetra pack of 160ml and 1ltr pet also.

6. Sprite :-In order to complete with 7UP a brand of Pepsi in the area of Plain lemon,

this product is launched by Coca-Cola. Sprite is available in market different size

like- 200ML,

Coco cola india offers sprite. This soft drink was launched in 1999 and today


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worldwide it ranks as the no.4 soft drink and sold in more that 190 counties. It has

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

category.300ML, 600ML(PET) and 2000ML(PET).

7. KINLEY WATER :-

Water, a thirst quencher that refreshes, a life giving force that

washes all the toxins away. A ritual purifier that cleanses, purifies,

transforms. Water, the most basic need of life, the very sustenance

of life, a celebration of itself.

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 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 procedure

at each and every location where Kinley is produced.


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PACKAGE SIZES

In 1993 Coca Cola has introduced 300 ml returnable Glass Bottles(RGB) , while

maintaining the price at Rs.5, which was offered by the industry for 250ml RGB. The

rest of the industry was forced to follow CCIs example and upgrade to 300ml.

The focus of CCI was to offer consumer better value of price, and this has

remained the cornerstone of CCIs strategy in India. Specially designed pallet loading

trucks have improved distribution efficiencies. Introducing full depth plastic crates when

the industry was used to half depth wooden crates has reduced bottle scuffing and

breakages drastically.

At present CCIs brand are available in a host of package sizes. These include

200ml, 300ml, 600ml, and 2000ml PET and 330ml cans. The 200ml package was

introduced in March 1996, and was positioned to capitalize the potential of the rural and

semi-urban markets of India. Coca-Cola India was the first drink company in the country

to launch cans.

Coca Cola and Fanta marked the beginning of the can revolution when launched

in cans just before the World Cup Cricket in January 1996 followed by Thums Up and

Limca in May 1996. The launch of cans in India brought India on par with international

packaging standards in the soft drink industry the world over and opened up a new

dimension in providing the consumers with a convenient, mobile, single serve

consumption package.

Consumer benefit from 11 more brand package combinations being made

available to them led by the successful,, first ever launch of Cans and PET.

The subsequent introduction of 600ml and 2 liter RGBs with superior tamper

evident, leakage-proof and child-safe Plastic Closures represented a technological leap

over the mental closures previously used by the rest of the soft drink industry.

All the national brands i.e. Coca-Cola ,Fanta, Thums Up and Limca are availablein the entire above package sizes.

The regional brands i.e. Coke, Sprite and Maaza are available in 300ml RGB. In

1996 coke also saw the pioneering of Coca-Cola on the Go Back pack Dispensers for

in-stadium use during the Wills World Cup and Can Vending Machines in India.


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INNOVATIONAt the leading edge of the beverage industry for over a century, the Coca-Cola

Company system in India also introduced a series of innovation in the areas of

production, distribution and marketing never seen before in India.

MARKETING :-

Image-enhanced graphics on signage retail outlet walls and delivery vehicles.

Trademarked tricycles and pushcarts with umbrellas, covering thousands of

mobile outlets.

Leading edge merchandising equipment, including icebox coolers that allows

small retailers to services ice-cold soft drinks.

Training for retailers in merchandising techniques, such as product placement.

Large single and refillable-glassed bottles, offering consumers more value.

Georgia Green refillable glass bottles produces for the first time in India to

differentiate the brand.

Dynamic PC-based/driven electronic outdoor signage.

DISTRIBUTION :-

The distribution networks of Coca- Cola had 6.5 Lakhs retailers across the country in

FY2010

which the company is planning to increase to 8 lakhs by FY2011 on the other

hand PepsiCos distribution networks had 6 lakh retailers across the

country during FY2010 which it is planning to increasing to 7.5 lakhs by

FY2011.

There are two marketing channels involved in the transfer of product from the producer

to the consumer. The intermediaries involved in the transfer are distributor and retailers.

DISTRIBUTION :-

They are appointed agents of the company who make order to the company by

paying in advance through drafts, stocks the products in their godowns and provides

delivery with a team of salesman and derivers. They are allowed to sell company


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products to the retailers in a specified area. This area is divided into routes by the

company. Each route is covered by one unit i.e. one delivery van, one salesman, one

drivers, one helper etc. these units and godowns are their main investments.

The company evaluate its distributor at the end of the year and makes plans for the next

year. Company fixes the targets for each distributor according to markets size, potential

last year sales growth assumption is based on deposit of empties. Distributors are

awarded with a fair margin of 9 % For their services company also offers many gifts like

briefcase handbags, T-shirts, Caps etc to encourage the distributor before appointing

them. If the distributor is not complying with the condition of these agreements,

company may reduce the area of distributors or may even terminate the relationship.

RETAILER :-

The sale of particular soft drinks depend a lot entirely on retailers wish. For instance if

he does not keep Pepsi Cola and If his shop is at the prime location them certainly the

customer will turn towards others other Cola Drinks etc. This all goes to prove that

retailers are kings. So retailers require special focus from the Company. PepsiCo helps

the retailers to serve its customers better by providing good margin to them for storing

its

product using merchandisting to improve in store product displays.

PepsiCo not only sell the flavor but also tries to sell the glass bottles and crates to theretailer so that retailer can maintain adequate amount of ready stocks and quick rotation

of glass bottle could be facilitated. PepsiCo provides a fair margin of Rs. 24% per crates

to the retailers.

Full-depth stackable plastic crates, in bright red with Coca-Cola trademark.

New six and ten ton closed bay route trucks, loaded by forklift with standardized

pallets of multiple crates permitting more efficient distribution.

New three-wheeled vehicles open bay, for city/alley distribution.


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COOLING FACILITIES AT RETAILERS

The Company has distributed 3,000 cooling approach at the Retailers. The Company

has purchased these coolers from six different companies out of which few also provide

maintaince services. The companies are Alwyn, Carrier, Kelvinator, Konark and

Helchama.

In India 80% soft drink is consumed at the retailers and the rest 20% is consumed at

homes, this requires the soft drink manufacturer to provide adequate cooling facilities at

the outlets to make the soft drink, ready to serve to the consumer. PepsiCo Company

wants to serve its consumers with finished products. The company supplies final

products to the retailer and it is retail retailers where the products is transformed into

finished product while serving the chilled soft drink to customer

The company has also installed deep freezers models of 100 let, 250 lit and 1000 lit.

these cooling equipment are the property of the Company which are installed at retailers

to serve the customer. They are installed at those retailers, which have a deposit of 1

crates of empties upon each 10 liter capacity of the order and a potential of selling four

crates annually on each liter capacity of the cooler. The retailers are required to keep

only Pepsi product in these coolers.

The capacity of coolers very from 65 liters to 330 liters. Most of the models have a

transparent door, which makes the products visible. These models are called VISIcoolers.


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INDUSTRY PROFILE

NAME:- NARMADA DRINKS PVT LTD.

Established in 1992 Narmada drinks Pvt. Ltd Initially started production forParle Soft

Drinks in plant located at Sirgitti industrial area, Bilaspur,Chhattisgarh. With Expansion

and Growth been the motive it become the authorized Bottler forCoca-cola India in the

year 1995.Thus it gets the identity of a worldwide brand, Coke. NDPL is basically a

Franchisee owned Bottling Operation unit (FOBO) of Coca-Cola India. Its area for

serving is limited to Chhattisgarh only.

Since it is a bottling unit it is responsible for the market execution only.

It is not having the authority to take marketing decisions. NDPL only executes marketing

strategies planned by coca-cola India for its operational area. Though it has limited

freedom for promotional activities for which it has to get approval from the Big Boss

Coca-Cola India. NDPL works on target basis it gets target by CCI based on it previous

performance in terms of cases to be sold and on that it received material for

manufacturing the CCI beverages. During the time NDPL has Expertise in processing

all carbonated soft drinks CCI in all packages along with famous mineral water brand

Kinley water though it still lacked in manufacturing juices. The availability of juices is

provided by other FOBOs or Company owned bottling operation units (COBO) of Coca-

cola India.

NDPL is one of participants of THE SUPERIA GROUP which is formed

by three Bottling units situated at Nagpur, Jabalpur and Bilaspur. All of them are

authorized bottler forCCI and because of their geographical situation Superia group is

now able to serve a good amount of area in three states correspondingly Maharastra,

Madhya Pradesh, and Chhattisgarh. For production NDPL has to purchaseconcentrate of the desired brand from coca-cola India for the specified number of

cases of that particular brand. NDPL being the FOBO has the authority for appointing

Authorized distributors for distribution of the CCI products processed at NDPL as well

as other to provide complete range of the products offered by CCI. NDPL is now

following Six Sigma concept.


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The entire production from the concentrate to raw material and packaging the material

is completely guided, controlled and supervised by the quality control management

system of Coca-Cola India.

NDPL has a good and excellent team for Production, Sales and Execution.

Since Coca-cola India has been using the very Famous Right Execution Daily (RED)

as a Tool so as authorized bottler it is necessary for NDPL to work skillfully on

execution. It has basically two types of working departments apart from other common

needed department important from the point of view of CCI and NDPL the Sales

department and Execution department. The sales team looks into the basic area of

selling all brands in the maximum numbers and so to meet the NDPL target given by

CCI. On the other hand the Execution team follows the RED guidelines.


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Research Methodology

Definitions:-Research Methodology is way to systematically solve the research problem. Research

Methodology has many dimension and research methods constitute a part of theresearch methodology. Thus research methodology does not only talk of research

methods but also considered the logic behind the methods used in the context of

research study and explain why we are using particular and technique or method and

why we are not using other so that research results are capable of being evaluated

either by the researcher himself or by other.

Research Methodology can be expressed and explained to research process.

Research Process is a sequential description of the entire research work including

research methodology.

RESEARCH DESIGN :-

Definitions: - A Research Design is the arrangement of conditions for collection and

Analysis of Data in a Manner that aims to combined relevance to the research purpose

with economy in ProcedureResearch process should be clearly defined as

Research Design is a Plan, Structure and Strategy of the investigation concord

so as to find answer to research problem and to control to variance.

Plan : Out line of Research Project.

Structure: More Specified Out line

Strategy : Method of the Collection Data.

In have used exploratly techniques because through the level of retailers satisfaction. I

have been trying to find out the Glass strength (Filled Stock + Cooling Stock + Pet Stock

+ Glass Strength) of Pepsi in Eastern region of Allahabad city as well as coolers

provides by the company (PepsiCo) to the retailers.


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Sampling Plan :-

I have used the area sampling methods in my project report.

Sample Area:-

I have covered the Bilaspur city.

Sample Size:-

I have covered the many retailers of Bilaspur city.

Research Tools:-

The two tools of survey are with closed ended questionnaire, which is provided by the

Company. Interviewed methods is done with the help of surveys checklists and the

interview method is done with the help of closed ended Questionnaire.

Stastical Tools:-

I used simple percentage formula for finding the share of coke and used charts and

graph analysis.


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DATA COLLECTION (Sources) :-

Data is collected by Primary and Secondary Data Sources . . . . .

Primary Data:-Marketing Research project involves direct interviews with retailers to get the ideas as

to how the retailers feel about the services of the company.

Secondary Data:-

Secondary data consists of information that is already exiting somewhere, having been

collected for another purpose by somebody else. It can be obtained from published

source. It offers that advantage of low cost and ready availability, but many times thedata may not be complete of inaccurate. In this case, I was considered to collect the

primary data, which proved to be more accurate. This was done by face-to-face

interview of the retailers.

Secondary Data Sources are as follows:-

Company Profile (Company

Site)

Internet

Through News Paper and

Magazines etc.


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MARKETING RESEARCH

Marketing manager often commission formal markets studies of specific

problems and opportunities. They may request a market survey, a product preferencetest, a sales forecast by region, on n advertising evaluation. We define marketing

research.

Marketing research is the systematic design, collection, analysis and reporting of data

and finding relevant to a specific marketing situation facing the company.

Effective marketing research involves the five steps are as follow :

1. Define the problem and research objectives.

2. Develop the research plan

3. Design a marketing research strategy.

4. Collect the information.

5. Analysis the information.

6. Present the finding.

Define the problem and research objectives :-

The first step in marketing research is identifying and understanding the marketing

problem. What is the problem? What types of information are required to solve it?

What segment of the related information is already available? Marketing research

also make use of the available literature for an in depth background study of the

problem. A marketing researcher must also define the research objective clear.

Develop the research plan :-

When marketing problem is clear identified and formulated, a marketing

researcher should develop a plan to collect the relevant information. While developing

the research plan, he should also familiars with the existing research findings. He can

also take the help of library sources as well as experienced consultants, persons with

practical knowledge etc.


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Collection of information:-

A marketing researcher has to make a plan for collecting secondary data, primary

data or both, as the case may be. Primary data given the first hand information for

specific purposes in hand, whereas secondary data consist the information tat alreadyexists.

The marketing researcher selects one of the above- mentioned method or both.

His decision depends on the nature of study, the objectives of the study, financial

resources available, availability of time and the degree of accuracy desired.

Analysis the information:-

The next to last step in the marketing research is to extract finding from

the collected data. The researcher tabulated the data and develops frequencydistribution.

Average and measures of dispersion are computed for the major variables. The

researcher will also apply some advanced statistical techniques and design models in

the hope of discovering additional findings.

Present the finding:-

Keeping the objectives of the study in mind, he researcher should prepare the

study report. The finding should be written in a concise, simple and objective oriented

language. Graph and example in the main report should be only if they are essential for

conveying the essential facts or are otherwise necessary to support the statement.


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MAJOR ELEMENTS OF PHYSICAL DITRIBUTION

TRANSPORTATIONINVENTORY MANAGEMENT

ORDER PROCESSING

PROTECTIVE PACKAGING

MATERIALS HANDLING

WARE HOUSING

INFORMATION MANAGEMENT

BILASPUR AS A MARKET

A market comprising of both semi-urban and semi-rural type of consumers.

Having its dimensions stretching from Bilaspur itself of various small home

lets situated as far as 10 to 30 kilometres. Having an equally competitive market

provides the major competition ground for soft drink giants.

Comprises mainly of Bilaspur City, which includes the whole periphery in, andground bilaspur has a wide market area where consumers of all types are present?

Since, Bilaspur is a center that caters to a number of small places in any way and in

every manner it can. Hence, Bilaspur is a mix of all types of consumer.

Dominated by business class equally having literate middle class comprising of

government servants. Presence of an established railways setup i.e., Divisional Railway

Magistrate Office, Railway Workshops etc.

sector unit like Sipat. Also present is a National Thermal Power Plant head office

located on the other side, thus, building up mini townships and an opportunity for

developing small markets. Provides for the literate middle class market where

consumers choice takes the toll.


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ANALYSIS

LIFE SPAN OF THE BUSINESS.

1. < 1 year 0%

2. 1 - 5 years 19%

3. 5 - 10n years 52%

4. > 10 years 29%

AMONG 100 RESPONDENTS 19 OUTLETS HAVE THERE BUSINESS IN

BETWEEN 1-5 YEARS AND 52 HAVE BETWEEN 5-10 YEARS AND 29

HAVE THERE BUSINESS ABOVE 10 YEARS.

0%

19%

52%

29%

1. < 1 year

2. 1 - 5 years

3. 5 - 10n years

4. > 10 years


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WHICH TYPE OF SHOP YOU HAVE.

1.Juice,Cold drinks,food shop 9%

2.Genral syore or kirana shop 23%

3.pan shop 13%

4.Dairy 0%

5.other, please specify 55%

AMONG 100 RESPONDENTS 9 OUTLETS WERE JUICE AND FOOD

SHOP,23 WERE GENRAL STORES,13 WERE PAN SHOP AND 55

WERE OTHER TYPE OF SHOP.

9%

23%

13%

0%

55%

1.Juice,Cold drinks,food shop

Genral store and kirana shop

3.pan shop

4.Dairy

5.other, please specify


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Do YOU SELL COLD DRINKS AT SHOP.

1. Yes 100%

2. No 0%

AMONG THE 100 RESPONDENTS ALL THE OUTLETS WERE SELLING

COLD DRINKS AT THERE SHOP.

100%

0%

1. Yes

2. No


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WHICH COMPANY COLDRINK YOU SELL AT SHOP.

1. Coca cola 100%

2. Pepsi 7%

3. Parle Agro 49%

4. Other 0%

AMONG 100 RESPONDENTS ALL 100 OUTLETS SELL COCA COLA

AT THERE SHOP,7 OUTLETS SELL PEPSI ALONG WITH COCA COLA

AND 49 OUTLETS SELL PARLE AGRO PRODUCTS ALONG WITH

COCA COLA.

100%

7%

49%

0%

1. Coca cola

2. Pepsi

3. Parle Agro

4. Other


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WHAT TYPE OF CUSTOMER COME TO SHOP.

1. Daily walkk in customers. 50%

2. Regular customers. 50%

3. Parties and others. 0%

AMONG 100 RESPONDENTS 50 WERE DAILY WALK IN CUSTOMERS

AND 50 WERE REGULAR CUSTOMERS.

50%50%

0%

1. Daily walkk in customers.

2. Regular customers.

3. Parties and others.


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FACTORS WHICH ATTRACT YOU THE MOST WHILE CHOOSING THE

COLD BRAND TO BE KEPT IN SHOP.

1. Brand value. 84%

2. Better schemes. 0%

3. High demand in market. 10%

4. Good supply. 0%

5. High profit margins. 0%

6. Good service by the dealer. 0%

7. Quality of the products 6%

8. Others. 0%

AMONG 100 RESPONDENTS 84 OUTLETS PREFER BRAND VALUE10

OUTLETS PREFER HIGH DEMAND IN MARKET AND 6 OUTLETS

PREFER QUALITY OF THE PRODUCTS AS MAIN REASON TO

CHOOSE THE COLD DRINK COMPANY.

84%

0%10%

0%0% 0%

6%

0% 1. Brand value.

2. Better schemes.

3. High demand in market.

4. Good supply.

5. High profit margins.

6. Good service by the dealer.

7. Quality of the products8. Others.


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WHICH COMPANY VISI-COOLER YOU AT THE SHOP.

1. Coca cola 80%

2. Pepsi 0%

3. Others. 0%

4. I do not have a visi-cooler. 20%

AMONG 100 RESPONDENTS 80 OULETS HAVE COCA COLA

COMPANY VISI-COOLER AT THERE SHOP AND 20 OUTLETS DO NOT

HAVE VISI-COOLER AT THERE SHOP.

80%

0%

0% 20% 1. Coca cola

2. Pepsi

3. Others.


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HOW OFTEN RETAILERS ORDER COCA COLA PRODUCTS.

1. Once a week. 0%

2. 2-3 times a week. 80%

3. 3-4 times a week. 10%

4. > 4 times. 10%

AMONG 100 RESPONDENTS 80 OUTLETS ORDER COCA COLA

PRODUCTS 2-3 TIMES A WEEK,10 OULETS ORDERS 3-4 TIMES AWEEK AND 10 OUTLETS ORDERS MORE THAN 4 TIMES A WEEK.

0%

80%

10%

10%

1. Once a week.

2. 2-3 times a week.

3. 3-4 times a week.

4. > 4 times.


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DO YOU GET DELIVERY OF THE PRODUCT AT RIGHT TIME.

1. Yes 90%

2.No 10%

AMONG 100 RESPONDENTS 90 OUTLETS ARE SATISFIED AND THEY

GET DELIVERY AT THE RIGHT TIME AND 10 OUTLETS DID NOT GET

DELIVERY AT RIGHT TIME.

90%

10%

1. Yes

2.No


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WHICH DISTRIBUTION STYLE IS USED FOR OULETS.

1. Pre-sale order 85%

2. Route sales. 15%

AMONG 100 RESPONDENTS 85 OULETS HAVE PRE-SALE ORDER

AND 15 OULETS HAVE ROUTE SALES STYLE OF DISTRIBUTION.

85%

15%

1. Pre-sale order

2. Route sales.


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HOW OFTEN COCA COLA REPRESENTATIVE VISITS SHOPS.

1. Almost every day. 0%

2. Twice a week. 85%

3. Thrice a week. 15%

AMONG 100 RESPONDENTS IN 85 OUTLETS COCA COLA

REPRESENTATIVE VISITS TWICE A WEEK AND IN 15 OUTLETS

COCA COLA REPRESENTATIVE VISIT THRICE A WEEK.

0%

85%

15%

1. Almost every day.

2. Twice a week.

3. Thrice a week.


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SWOT ANALYSIS OF THE ORGANISATION

STRENGTH :-

1.It is a large Organization.2. Capturing the Board Market.

3. It is manufacturing Company.

4. Proper Utilization of Man Power.

5. Produce high demands in the market.

WEAKNESS :-

1. Services are not up to the Markets.

2. Unable to penetrate a large no. Of rural market.

3. Reducing the Brand Loyalty of the Customer.

OPPORTUNITIES :-

1. Large Number of Consumer.

2. Large Market Segment.

3. By removing weakness company could be ultimate leader.

THREATS :-

1. Existence of Local Soft Drinks.

2. Different offers and Schemes provided by the other soft drink companies


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FINDINGS

1. Most of the outlets have problems with their Fridges. They either used to report to

Coca cola Distributor 3 4 times to get it repaired or they get it repaired on their own

cost after being frustrated.

2. Outlets should be want Company Fridge Schemes and Dealers & Sign Boards of

the Company because they say that JO DIKHTA HAI VAHI BIKTA HAI.

3. Most of the small retailers have the problems of improper supply. The problem

related to the supply are as following:

a. Delivery Van doesnt stop their shop.b. Most of time, Stock is not available to distributors.

4. Retailers are not informed by the ongoing schemes by the route agents somtimes.

5. There is a tough competition between two major soft drinks companies in the

market namely The Coca Cola Company and Pepsi.

6. Coca cola does not provide any credit facility where as Pepsi provides to the retailers.

.

7. Coca-Cola does provide the entire flavor in the market but Pepsi does not provide

all the flavors.

8. Delivery Van of Coca cola is in better condition as compare to Pepsi.

9. The salesman personal relations with the retailers influence the frequency of

Supply

10. Delivery Van of Pepsi do not cover all the retailers regularly as compare

to Coca cola.


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SUGGESTIONS

1. Whenever any schemes are launched, M.D (Market Developers) should inform

the retailers about it.

2. Schemes and Gift should be given to retailers as early as possible.

3. Coca cola should try to make available its all products at each of its outlets.

4. Company should look after the repairing of visi-coolers at the earliest.

5. Delivery van should also visit at the small outlets.


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CONCLUSION

Coca Cola holds nearly 80 percentage of the market share in Bilaspur. The company is

far ahead of with regard to the competition with its different competitors mainly Pepsi.

Coca cola has not only shakes up the Indian carbonated drinks market, and given

consumers the pleasure of world-class drinks to fill up their hydration, refreshment &

nutrition needs but has also been instrumental in giving an exponential growth to job

opportunities.

In Bilaspur it has managed to have a good distribution system. Although the area of

operations is much more than the number of distributors in the city but with the help of

proper distribution channel system it has shown a good distribution network among

its customers. Distribution channel has a great effect in fulfilling the demand of their

customers when the overall demand is high in the market, especially in the summer.

The Project carried out during the course of the SIP was indeed an eye-opener to me in

more than one way. This project helped me to increase the current understanding of the

industry in general and analyze customers taste and preference of products. The study

helped me to cast light on the much unexamined area of industry.

The study also revealed that the COCA COLA is the most identified brand by the soft

drinkers in the city when compared to its competitors.


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QUESTIONNAIRE(FOR RETAILER)

Name of the outlet:-

Address:-

Contact No. :-

Life span of the Business:

a. 10 years

1. What is your shop type?

Juice, cold drinks, food shop.

General store or kirana shop.

Pan shop

Dairy

Other, please specify__________

2. Do you sell cold drinks at your shop? (if no, please discontinue filling the

questionnaire)

Yes

No

3. If yes, which company cold drinks you sell at your shop?

Coca Cola

Pepsi Parle Agro

Other, please specify __________

4. What type of customers come to your shop for cold drinks?

Daily walk in customers.

Regular customer.

Parties and orders.

5. Which factor attracts you the most while choosing the cold drinks to be kept in

your shop? (Choose any one)

Brand Value

Better schemes

High demand in market

Good supply

High profit margin

Good service by dealer


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Quality of the product

Other, please specify _____________

6. Rank the following from 1-8 for the reasons of you doing business with Coca

Cola. (1 is most important and 8 is least important)

Brand Value

Better schemes

High demand in market

Good supply

High profit margin

Good service by dealer

Quality of the product

Other, please specify ______________

7. Which company visi-cooler you have at your shop? Coca- cola

Pepsi

Other, Please specify_____

I do not have a visi-cooler.

8. What is Coca-Colas total sales per day (No. of Bottles), (please tick)

No. of

Bottles sold

per day

250 ml 500 ml 1 L 1.5 L 2 L

0-25

25-50

50-100

100-200

>200

9. How often do you order Coca-cola products?

Once a week

2-3 times a week

3-4 times a week

>4 times a week


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10. Do you get Coca-Cola products delivery at right time?

Yes

No

11. Which distribution style is used for you for delivery of Coca-Cola products?

Pre-sale order

Route sales

12. How often do Coca-Cola representative visit your shop?

Almost every day

Twice a week

Thrice a week

Never

13. Give your level of satisfaction for below factors with regards to Coca-ColaCompany. (please tick in each row)

Factors Highly

Satisfied

Moderately

Satisfied

Neutral Moderately

Dissatisfied

Highly

Dissatisfied

Sales

Representative

Ability/Efficiency

Sales Man Attitude

On Emergencyorders

Availability of all

sizes

Stock Delivery

(timing and

frequency of van)

Delivery Mans

professionalism

Service provided byCoca Cola

distributors

Companys

responsiveness to

complaints


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Benefit/promotional

schemes provided

by the company

On Equipment

maintenanceAny other, please

specify________

14.Do you face any problem among the below factors for Coca-cola company? (please tick)

Factors Please tick

Sales Representative Ability/Efficiency

Sales Man Attitude

On Emergency orders

Availability of all sizes

Stock Delivery (timing and frequency of van)

Delivery Mans professionalism

Service provided by Coca Cola distributors

Companys responsiveness to complaints

Benefit/promotional schemes provided by the company

On Equipment maintenance

Any other, please specify________

15.How do you rate Coca-cola on scale of 1-10 for the following parameter? (1 most

important, 2-second most important and so on)

Factors Rating

Sales Representative Ability/Efficiency

Sales Man Attitude

On Emergency orders


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Availability of all sizes

Stock Delivery (timing and frequency of van)

Delivery Mans professionalism

Service provided by Coca Cola distributors

Companys responsiveness to complaints

Benefit/promotional schemes provided by the company

On Equipment maintenance

Any other, please specify________

16.What are your suggestions/demands from the Company?

____________________________________________________

__________________________________________________

___________________________________________________

___________________________________________________


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final prjct prashant

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