project report on coco cola

8/9/2019 Project Report on Coco Cola

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ON

OF

The worlds most recognized trademark in the World!It is recognized by 94% of the worlds population

FOR

HINDUSTAN COCA-COLA BEVERAGES PVT.LTD.,

PANKI INDUSTRIAL AREA, DADA NAGAR KANPUR.

SUBMITTED IN SUMMER TRAINING OF PGDM PROGRAMME OF

MAHARISHI INSTITUTE OF MANAGEMENT, MAHARISHI NAGAR,

NOIDA.

UNDER GUIDANCE OF:MR. DEERAJ AGRAWAL

(SALES TRAINING LEADER)

SUBMITTED BY:

PRIYANKA GUPTA

PGDM II SEMESTER

2007-2009

MAHARISHI INSTITUTE OF MANAGEMENT,

MAHARISHI NAGAR, NOIDA (U.P.)

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ACKNOWLEDGEMENT

I would like to express my heartiest gratitude to Mr. Shitala Singh (Area Team Leader

HR) And Mr. Gaurav Dubey (Marketing Manager) Hindustan Coca Cola Beverages

Private Limited. Panki Industrial Area, Kanpur for giving opportunity to associate

myself to the worlds largest soft drink company and to carry out my project titled

Right Execution Daily Survey.

I am sincerely thankful to Mr. Deeraj Agrawal (SALES TRAINING

LEADER) under whose guidance I have successfully completed this project and the

time spend with him has been a great learning experience. I think him for his constant

encouragement, warm response and for filling every gap with valuable ideas that has

made this project successful.

I would also give special thanks to all the outlet holders to whom, I visited for their

support, information, co-operation, advice to complete my project details would also

given my sincere thanks to all the staff and the members of Hindustan Coca-Cola

Beverages Private Limited.

I wish to express my heartiest gratitude to Dr. A.K.Pathak (Director)

Maharishi Institute of Management, Maharishi Nagar, Noida (U.P.).

PRIYANKA GUPTA

PGDM II SEMESTER

2007-2009

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MEANING OF PROJECT

The word Project has great specification in the field of management before starting

any work we must have an idea about its basic. The meaning of the PROJECT is as

follows: -

P The word p signify the phenomenon of planning, which deals symbolization and

proper arrangement of sensex and suggestion on respectively in accordance with need.

R It stand for associated with word resource with which guides to promote

planning.

O This letter stands overhead expenses on unestimated expenses, which occur in

manufactures designed or layout of project.

J This letter stands for joint efforts i.e. Project work which is undertaking should

be completed with a combined effort.

E This stands for engineering i.e. worker undertaken is to be employing technical

process.

C This stands for the phenomenon of constriction on which is more essentially and

basic form of work.

T This stands for the techniques unless techniques to work is not Known.

CONCLUSION: - In general we came to conclusion. That project is systematic

conclusion discussed proposed particular subject which, include complete

information about required to machine tools, appliances need the various

operation required to be done in well sequences.

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INTRODUCTION

Coke would rather be long term wiser, than being short term smarter

Abraham Ninan

Director External Affairs,

Coca-Cola, India

COCA COLA ENTERPRISES INC.

TYPE : PUBLIC (NYSE:CCE)

FOUNDED : 1926

HEAD QUARTERS : ATLANTA, GEORGIA, U.S.A.

CHIEF EXECUTIVE OFFICER : JOHN BROCK

CHIEF FINANCIAL OFFICER : WILLIAM W.DOUGLAS

INDUSTRY : BEVERAGES

REVENUE : $19.800 BILLION USD

OPERATING INCOME : $1.495 BILLION USD

NET INCOME : $1.143 BILLION USD

EMPLOYEES : 73,000 (APPROX)

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INDEX

TITLE PAGE PAGES NO.AKNOWLEDGEMENT

MEANING OF PROJECT

INTRODUCTIONCHAPTER 1: INTRODUCTION.8

OBJECTIVE OF THE STUDY

SCOPE OF THE STUDY

R.E.D. CONCEPT

PRE SALE CONCEPT

CHAPTER 2: PROFILES...14

HISTORY OF THE COMPANY

EARLY GROWTH

WARTIME DEVELOPMENT

POSTWAR GROWTH

RECENT DEVELOPMENTS

CHAPTER 3: INDUSTRIAL PROFILE..22

SOFT DRINK INDUSTRY IN INDIA

COCA-COLA IN INDIA

VISION OF COCA-COLA IN INDIA

MISSION OF THE COCA-COLA IN INDIA

CHAPTER 4: PRODUCT PROFILE..29


COCA-COLA IN INDIA



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CHAPTER5: THE COMPETITIVEAREA40

THE COMPETITIVE AREA AMONG COKE AND PEPSI

ADVERTISING

ADVERTISEMENTS TARGETED BY COKE

PROMOTION BY THE COMPANY

CHAPTER 6: MARKETING DEPATMENT54

MARKETING DEPARTMENT

SALES PROMOTION TECHNIQUES OF COMPANY

CRITERIA FOR PROVIDING FREE CHILLING EQUIPMENTS

S.G.A PROVIDING COMPANIES

CHAPTER 7: MATHODOLOGY..58

RESEARCH METHODOLOGY

DATA ANALYSIS

CHAPTER 8: HYPOTHESIS.67

TESTING OF HYPOTHESIS

SWOT ANALYSIS

CHAPTER 9:CONCLUSION72

CONCLUSION

FINDINGS

SUGGESTION

CHAPTER 10:QUESTIONAIRE.77

QUESTIONAIRE

DECELARATION

REFRENCES

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CHAPTER - 1

INTRODUCTION

OBJECTIVE OF THE STUDY

SCOPE OF THE STUDY

R.E.D. CONCEPT

PRE SALE CONCEPT

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OBJECTIVES OF THE STUDY

The survey was conducted in KANPUR city in keeping following

objectives in view:

The survey was done to find out the present status of Thums Up,

Coca-Cola, Fanta, Limca & Maaza in the retail outlets.

To find the receptivity of the brand among the retailers and

consumers particularly of eating & drinking, grocery store, and

convenience shops.

To study the distribution and marketing strategy of thums up, coca-

cola, fanta, limca, and maaza- the major competitor in this category.

To find out available opportunities in the market by finding gaps in

competitors penetration.

To collect data about the retailers that can be used for activating new

channels and merchandising opportunities.

To find out ways to increase the sales of the new launches in different

channels.

To determine the market share of COCA-COLA Company.

To study the Pre- Sale CONCEPT of COCA-COLA Company.

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SCOPE OF THE STUDY

Scope of the study for COCA-COLA, by this study, the company will come

to know: -

Through this study company can know about its growth.

This study will also help to the company to know about their new

concepts position in the market.

This study will also help to the company to know about its

promotional activities.

Through this study company will know about the availability of its

products in the market.

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R.E.D CONCEPT

R.E.D is the survey method that company started earlier. For the

survey of R.E.D., Company had hired the person from A.C. NIELSON one

of the best survey company. This survey gets done once in a month. R.E.D

is the set of norms divided into outlet wise.

ABOUT THE R.E.D SURVEY

The survey named as R.E.D. (RIGHT EXECUTION

DAILY).

The survey has been conducted to check the cooler

management, availability of products & activation of

coca-cola in various outlets.

The survey was based on three topics: -

Firstly, I have to check the cooler management i.e. the

cooler that was provided by the company to the

customer, are properly managed/working or not. And

lastly the most important aspect of cooler

management was the brand order.

Secondly, I have to check the availability of theproduct i.e. whether the product is available to the

customer or not.

Lastly, I have to check the activation, which is a very

important because activation helps to boost the sales.

Activation is done through boards i.e. glow sign. DPS,

Flanges and Combo boards. Mostly combo boards are

given to the E&D outlets. And is very helpful in

attracting the customers. Rack with header is10

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provided to the Grocery outlets, which should be fully

charged.

Right Execution Daily (R.E.D) is the diversification of outlets as

Channel, Class, and Income. Lets know what are the Channel, Class, and

Income respectively.

CHANNEL

Which type of outlet is this like E&D (Eating & Drinking), GROCERY, or

CONVENIENCE?

E&D

Like restaurant must have 5 tables with chairs.

GROCERY

Like general store.

CONVENIENCE

Like Pan Shop.

CLASS

Which class outlet has like SILVER, GOLD, or DIAMOND?

SILVER

Those outlets, which sells 200-499 carets per year.

GOLD

Those outlets, which sells 500-799 carets per year.

DIAMOND

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Those outlets, which sells 800 & above carets per year.

INCOME

Whoever costumer comes on shop which income class they belongs like

high Income, medium Income, low Income.

R.E.D.

(RIGHT EXECUTION DAILY)

OUTLET WISE DISTRIBUTION OF R.E.D

CHANNEL CLASS LOCALITY INCOME GROUP

Convenience Diamond High

Ex Pan shop, P.C.O etc. >800c/s sale

Grocery Gold Medium

Ex General store, 500-799c/s sales

Provision store etc.

E&D (Eating and Drinking) Silver Low

Ex Restaurant, Hotel etc.

PRE-SALE CONCEPT

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This is the new concept that had started from the year 2007. In the Pre-Sale the

company takes order one day before and accordingly company delivers their products

for each route.

CHAPTER 2

HISTORY OF THE COMPANY

EARLY GROWTH

WARTIME DEVELOPMENT

POSTWAR GROWTH

RECENT DEVELOPMENTS

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HISTORY OF COCA-COLA

his story begins in Atlanta, Georgia on May 8, 1886, when a

pharmacist called Dr. John Smith Pemberton first mixed Coca-Cola in his back yard. This formula, which was made from

carbonated water, cane sugar syrup, caffeine, extracts of kola nuts and cola

leaves, was brought to the nearby Jacobs Pharmacy where it made its

Debut as a soft drink the same day, selling for only 5 cent. His bookkeeper

named this drink Coca-Cola after the first two ingredients and the same

distinctive script he wrote it in is the same logo they use

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To this day.

In January 1893 Coca-Cola was registered with the U.S. patent

office. Later on in 1915 the Root glass company created the famous contour

glass bottle for Coca-Cola in 1915.

In 1917 Coca-Cola was found to be the worlds most recognizedtrademark with a record of 3 million Cokes sold per day. Unfortunately,

John Pemberton fell ill, and did not live to see his products success.

Sadly, in the first year of Cokes existence, Pemberton and his

partner only made $50. Pemberton sold two third of his business in 1888 to

cover his losses and keep the business afloat.

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He died later that year, and Mr. Candler, an Atlanta druggist,

purchased total interest in Coca-Cola for an unbelievable $2,300 in 1891. In

1891,Candler and his brother formed the Coca-Cola Company.

EARLY GROWTH

In 1893 Candler registered Coca-Cola as a patented trademark. He

also responded to growing concern over the dangers of cocaine by reducing

the amount of coca in the drink to a trace. However, he kept some coca

extract in Coca-Cola so the name would accurately describe the drink.

Candler only had a patent on the name, and not the drink syrup that is, the

drinks base, containing all the ingredients minus carbonated water. He

figured that keeping the Coca in his formula would legally allow the

company to distinguish its drink from imitations. Other companies also

produced soda drink made with cola nut extract. In particular, the Pepsi-

Cola Company would become Coca-Cola Companys major competitor

over the next few decades.

Candler also spent more than $11,000 on his first massive advertising

campaign in 1892. The Coca-Cola logo appeared across the country

painted as a mural on walls; displayed on posters and soda such as

calendars and drinking glasses. In addition, Candler was the first person

ever to use coupons to gain customers for a product. He distributed flyers

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offering free soda fountain glasses of Coca-Cola to people visiting his

drugstore.

In 1894 the Coca-Cola Company opened its first Coke syrup

production plant outside of Atlanta, in Dallas, Texas. That same year a

candy storeowner in Vicksburg, Mississippi, installed bottling machines

and produced the first bottled Coke. It had previously been sold only at

soda fountains. By 1895 the drink was sold in all U.S. states and territories.

In 1899 lawyers Benjamin Thomas and Joseph Whitehead of

Chattanooga, Tennessee, bought the exclusive right to distribute Coke

syrup to bottles throughout most of the country for only on dollars, at the

time, Candler saw little profit in bottling and was more than willing to give

up that part of the business.

In 1915 the Root Glass Company created a couture glass bottle for

Coke, its design based on the curvature of a coca bean. This bottle design

became a Coke trademark worldwide. The same year, Candler retired from

the company, passing it on to his children and moving into polities. He was

elected mayor of Atlanta in 1916.

In 1919 the Candler family sold Coca-Cola to businessman Ernest

Woodruff of Columbus, Georgia, for $25 million. Woodruff son, Robert,

was elected company president in 1923. Robert Woodruff was a skilled

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marketer, and he put more of the companys resources into market

research than manufacturing Coke.

WARTIME DEVELOPMENT

During World War II (1939-1945), Woodruff also boosted

Cokespopuler image in the United States by pledging that his company

would provide Coke to every U.S. soldier. The company did not limit itself,

however, to only doing business that would increase its success in America.

In the period leading up to the war, between 1930 and 1936, it had set up a

division of the company in Germany, and it continued that venture during

the war. It recreated its image as a German company and allowed the

Germans to produce all but two, secret, Coca-Cola ingredients in their own

factories.

In 1941 the German companys president, Max Keith, developed

Fanta orange soda using orange flavoring and all the German-made Coke

ingredients. The Coca-Cola Companys wartime efforts helped it expend its

global market, often with the economic support of the U.S. government.

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By the end of the war in 1945, it had established 64 overseas

bottling plants. The same year the company registered a patent on Coca-

Colas popular nickname, COKE.

POSTWAR GROWTH

In 1955 Robert Woodruff retired as the Coca-Cola Companys

president. Candler and Woodruff are remembered as the two most

important figures in the companys early growth, both for their

contributions to the company and their considerable fortunes donated to

the city of Atlanta. After Woodruff departure, the company began to

diversify by producing new products, acquiring new business, and entering

new international markets.

In 1960 the Coca-Cola Company purchased the Minute Maid Corp.

producer of fruit juices and began offering Coke in cans. Between 1960 and

1963 it also launched four new soft drink in the United States: Fanta, an

orange soda; Sprite, a lemon-lime soda; Diet Cola; Diet grapefruit-flavored

soda. In 1964 the company acquired the Duncan foods crop. In 1967, it

created the Coca-Cola foods division by merging its Duncan and Minute

Maid operations.

In the late 1960s, Coca-Cola faced difficulties in some of its foreign

markets. When the company built a bottling plant in Israel at the outset of

the Arab-Israel War, the governments of all Arab League nations banned

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the production and sale of Coke. A year later the company withdrew

from its markets in India when that countrys government requested that

Coca-Cola reduces its equity in joint ventures to 40 percent. The company

refused to relinquish so much control over those operations.

In 1977 Coca-Cola began packaging Coke and other drinks in two-

liter plastic bottles. The popularity of these large bottles grew over time,

and their sales earned the company new project, primarily in small

specialty and convenience stores.

In 1982 the company introduced Diet Coke, which soon becomes the

best-selling diet soft drink in the world.

Also in 1982, Coca-Cola purchased the motion-picture company,

Columbia Picture Industries, also know as Tri-star Pictures, for almost

$700 million. Two year later, the company sold off its Columbia holdings

and other media acquisitions to Sony Corporation for over $1.5 billion.

By 1984 Pepsi-Cola had gained on Cokes previous domination of the

U.S. market to the point that the two had almost equal sales. In an attempt

to return market dominance, the company attempted the first-ever reason

of the original Coke recipe. The American public largely rejected New

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Coke, and so the company quickly returned to also producing the old

recipe under the name Coca-Cola classic.

RECENT DEVELOPMENTS

In 1986 The COCA-Cola Company consolidated all of its no

franchised U.S. bottling operating as Coca-Cola Enterprise, Inc. The new

company began acquiring independent bottling companies, a venture that

grew into the worlds largest bottle of soft drinks by 1988, while Coca-Cola

Enterprise distributes over half of all Coca-Cola products in the United

States, small franchises businesses continue to bottle can and distribute the

companys drink worldwide.

In 1987 The Coca-Cola Company was fisted in the prestigious Dow

Jones Industrial Averages index of stock market performance. Its stock is

traded on the New York Stock Exchange. Coca Cola and Pepsi Company

products occupied nine of the top ten spots in the U.S. soft drink market in

themed-1990s.

Worldwide, Coca-Cola ranked first in soft drink sales, and the

company earned almost 80 percent of its profits from international sales.

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CHAPTER 3


COCA-COLA IN INDIA


MISSION OF THE COCA-COLA IN

INDIA

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INTRODUCTION

The Indian Soft-Drink Industry is a 3500 crore rupee Industry

comprised of consumers throughout the country, and of all ages. The

industry has been comprised of all Indian Soft-Drinks manufactures and

the multinational Coca-Cola up to 1976.

From 1976 to 1989, the industry only comprised of Indian

manufacturers namely, Parle, Campa-Cola and Dukes. Decades of 90s

have brought changes in Government Policies of liberalization, which has

helped user in two huge American Multinational Pepsi-Cola international

and Coca-Cola.

THE CHRONOLOGY OF SOFT-DRINK SCENARIO IN

INDIA

1977

Refusing to dilute its equity stake, Coca-Cola winds

up it operations in the country.

Thums-Up from Parle and Campa-Cola from Pure

Drinks launched.

1986

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An application for a soft drink cum snack food joint

venture by Pepsi. Voltas and Punjab agro is submitted

to the Indian Government.

1988

Final approval for the Pepsi food limited project

granted by the Cabinet committee on economic affairs

of the Rajeev Gandhi Government.

Coca-Cola South Asia Holding Incorporation of the

U.S. files an application to manufacture soft drinks

concentrate in Noida (Delhi) free trade zone.

1990

Pepsi Cola and 7 Up launched in limited market in

North Indian.

The Government clears the Pepsi Project again but

with the brand name changed to Lehar Pepsi.

Simultaneously, it also rejects the application of Coke.

Citra hits the market from the Parle Stable.

1991

Britco food files an application before FIPB to set up

a new 50 crore facility in Maharashtra.

Pepsi extends its soft drink reach on national scale.

Products launched in Delhi and Bombay.

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Britco foods application cleared by the FIPB, Pepsi

and start initial negotiations for a strategic alliance

but talks break of after a while.

1993

Pepsi launches Teem and Slice to counter Limca and

Maaza respectively from Parle. Pepsi captures about

30% market share in about two years.

Coke files an application for a 100% owned soft

drinks company with FIPB, Decides to part ways with

Rajan Pillai. The Government clears the Coke

application in record time.

Voltas pulls out of the Pepsi Food Limited joint

venture. Pepsi decides to buyout the Voltas share and

raises its equity to 92% Report of Coke Parle joint

gain strength.

Pepsi launched 1 liter bottles in Pepsi-Cola, Mirinda

and Teem flavors. Sweeps off the 100ml segment over

Pure Drinks.

Coca-Cola buys out Parle and major leaders of the

market, Ramesh Chauhan, becomes a part of the

Coke game plan.

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Fountain Pepsi launched in the Northern part of

India.

Coca-Cola hits the Indian in 300 ml at the price of 250

ml. Equity 100% for Coca-Cola.

Pepsi jump up in to Mineral Water name Aquafina.

2000

Coca-Cola Indian has registered a growth of 18th

percent in its net sale during the first quarter of the

current fiscal year.

Hrithik the burning sensation of Bollywood is hired to

advertise Coke is very effective.

2001

Coca-Cola upgraded from 1.5 ltr. To 2 ltr.

Coke hired Ashwaria, Amir Khan and Hrithik for

effective advertising.

COCA-COLA IN INDIA

The Coca-Cola Company entered India in the early 1950s. It set up

four bottling plants at Bombay, Calcutta, Kanpur and Delhi.

In 1950 as there were negligible companies in Indian market

therefore Coca-Cola did not face much competition and they were accepted

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in Indian market more easily. By the end of 1977 Coca-Cola had

captured more than 45% of market share in India. Then Coca-Cola left

India following public disputes over share holding structure and import

permit.

As per FERA REGULATION the company was required to India

close operation by May 5, 1978 yet strongly enough the companys

operation come to end in July 1977.

In October 1993, Coca-Cola returned to India after 16 years of

absence with the slogan Old waves have come to India again first

launched in HATHRAS near AGRA HOME of the famous TAJ MAHAL.

At this time Parle was the leader in soft drink market and had more

than 60% of the total market share in soft drink Coca-Cola joined hand

with Parle and strategic alliance with Parle export give the company

instant ownership of the nation top soft drinks brands Thums-Up, Limca,

Citra, Gold Spot and Maaza access to Parles extensive 62 plant bottling

network and a base for the rapid introduction of the companys

international brand by striking a $40 million deal with Parle Coke almost a

clear sweep and made it goal as To become an all occasion drink not a

special treat beverage.


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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.


Create consumer products, services and communications customers

service and bottling system strategy processes and tools in order to create

competitive advantage and deliver 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 make reasonable to grow profits

and volume.

TCCC as trademark enhancement and positive economic value

added.

Suppliers as an opportunity to make reasonable profits when

creating real value added in an environment of system wide

teamwork, flexible business system and continuous

improvement.

CCI associates as superior career opportunity.

Indian society in the form of a contribution to economic and

social development.

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CHAPTER 4

PRODUCT PROFILE OF COCA-COLA

CONSUMER CHOICE AT A GLANCE

DIFFERENT PLAYERS IN THE SOFT

DRINKS MARKETWHERE THE MONEY GOES

MODUS OPERANDI

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PRODUCT PROFILE OF COCA-COLA

There are nine brands of coca-cola in India and they are differ in

taste, flavor and also in their colours.

1.COKE

Coke is considered to be a cola drink. It is generally preferred by all

sections of consumer. This is a case cow brand for the company in terms of

sales revenue.

2.THUMS-UP

Thums-up is also considered to be a cola drink. It is hard in

comparison to coke. It is preferred by all section of consumers but

especially to teen-agers. It is a big source of company to cash its publicity.

3.LIMCA

Limca is considered to be lemony in taste, and comes under the

category of cloudy lemon because of its colour, which is similar to that of

clouds. It has to yield good sales revenue. It is generally preferred by

Children & Women.

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4.FANTA

FANTA ORNAGE, It is orange flavor & preferred by Children &

Women.

5.MAAZA

MAAZA MANGO, in maaza cold drink no gas only based on juice. It

is a non-aerated soft drink. It is preferred mostly Children & Women.

6.KINLEY SODA

This is a soda drink. It has no colour and no flavor. It is generally

used with alcohol and used by adults.

7.SPRITE

Sprite is a good product at cola and contains at lemon flavor.

8.KINLEY WATER

Kinley water is a fresh and mineral water and market competitor of

Bisleri and Aquafina.

9.MINUTE MAID

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In Minute maid pupply orange cold drink no gas only based on

orange juice. It is a non-aerated soft drink and market competitor of

Tropicana Twister.

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CONSUMER CHOICE AT A GLANCE

Coca-Cola Mainly preferred by the Youngster & Kids.

Thums-Up Youngster.

Limca Common Drink.

Fanta Basically Preferred by Ladies and Kids.

Maaza Also Ladies and Kids.

Sprite Not clearly defines.

Kinley Soda Mostly those who consume liquor.

DIFFERENT PLAYERS IN THE SOFT DRINKS MARKET

PEPSI

Caleb Brandhum, a North Caroline Pharmacist, structure Pepsi Cola

in the 1890s as cure of dyspepsia (indigestion). In 1902, Bradhum applied

for a trade mark, issued ninety seven share of stock and began selling Pepsi

syrup in earnest. In his first year of business he spend $1900 on advertising

a huge sum that he sold only 8000 gallons of syrup. In 1905 Bradhum built

Pepsis bottling plant. By 1907 he was selling 10,000 gallons a year, two

years later, he hired a New York advertising agency. After passing through

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many troubles for some period now Pepsi is a market leader in

international arence and is available in 187 Nations throughout the world

in 18 flavors having its Head Office in New York, United State. Pepsi has 13

bottlers with 26 plants in India. Through this compared with 60 plants of

Coke is quite less, yet the market share of Pepsi has increased quite

significantly.

PEPSI IN INDIA

This $3040 billon, New York (U.S.) based Pepsi Company, had to

start from scratch after entering the country in 1989. Deep blue Pepsi, is a

broad based food and beverage company, deriving more than 60% of its

sales and operating profits from its snack foods and restaurant business.

Pepsi started its commercial production in 1990 with plants, one at

Channo (Sangrur) and other at Jahura (Distt. Hoshiarpur). Pepsi drink,

which was introduced six year back, has now become the household name

thought the country.

The Marketing efforts of Pepsi in the first three year were sosuccessful, that Pepsi had taken major market share of Parle and Parle has

to face hard times. Pepsi-Cola has been positioned as a drink for the young.

Its popular slogan YEHI HAI RIGHT CHOICE BABY go to show that

appeal is significantly for the younger generation in a popular, much aired

commercial, Bollywood star Sachin Tendulkar. Began to cdroon in the tune

only after hed guzzled, the right cola, made the smart choice (A-Ha!).

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Behind the hype in an effort invisible to consumer Pepsi pumped in

Rs. 300 crore to add muscle to its infrastructure in bottling and

distribution.

At present Pepsi is at war with Coke at National level.

CADBURY SCHWEPPES

Cadbury Schweppes are joined force of Cadbury found in 1824 of

U.K. and Schweppes of Ireland founded in 1783. Cadbury Schweppes is

unified bussing which manages the relations his with over 240 franchised

bottling operation on Zambia and Zimbabwe. Cadbury Schweppes has

fottlery and partnership operations in 14 countries around the world.

CADBURY SCHWEPPES IN INDIA

May 1995 one more soft drink Cadbury Schweppes entered the

Indian soft drink market and now the competition in this industry is more

due to rise in the number of competition and also due to large product

range that they all are offering to the market. Cadbury Schweppes, just

about two year old in India udebtufues with the guerilla. Number three in

the aerated soft drink market after Pepsi and Coca-Cola Company; it is

resorting to some very smart footwork to gain its share of silence.

The company wants to be number one in the non-cola aerated soft

drink market, to which end it has unabashed a series of tactics. WE

DONT DIRECTLY HIT COMPETITION BUT CHOP AT AWAY AT THE

ENGED. Says Ashok Jain C.E.O Cadbury Schweppes India. The idea is to

convert the narrow scrip to a niche and build it to a position of reverencewith a consumer.

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John S. Perberton, who in 1886 first construed coke syrup in his

laboratory, knows little that he had made a formula that would sell one day

to a thirsty market of 13.1 billion dollar coke drinkers.

Perberton was morphine addict who was trying to create marketable

patent medicine. When his experiments led to the new scared Coke

formula. He had only modest success selling Coke in Atlanta and he sold

his formula and right for a pittance. He died in 1888. Atlanta druggist as a

Candler who soon gained control of Coca-Cola is in many way the true

father of coke. He transformed the small time operations in to a nation

wide soda fountain sensation.

Early on, Coke had a distinct cocaine kick, even through corporate,

Coke has long dispute. This piece of America folk care, saying the coke leaf,

was they with the syrup and training needed to produce distributes and sell

the product and above all the most valuable assent, the trademark.

Also coca-colas main revenue stream is from the sale of concentrate

of its bottles. In India, the sole rights the manufacturer concentrate rests

with its 100% subsidiary coca-cola beverages near Pune.

A unit of concentrate makes 400 cases (of 24 bottles each) and

according to an estimate generates income of Rs. 20 per case for the parent

company.

Bottlers maintain their production line to coke standard of 600

bottles per minute.

Today the two multinational operates in two ways.

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COBO-Company owned bottling operation, and

FOBO-Franchisee owned bottling operation.

WHERE THE MONEY GOES

Low per capital consumption of soft drink in India may be linked to

the inflated prices of such drinks. But surprisingly it leaves a very low

margin for bottlers decocanised. Candler had later testified on court that

coke contained a very small proportion of drug without the coke would

never have been as popular as it was its early days. The cocaine was

eliminated in 1903, as panicked reaction to the raising criticism, inflamed

by Newspaper allegations that black coke drinkers were attacking whites.

In 1917, Candler gave almost all of his coke, stock to his children,

who sold out two years later to a syndicate headed by, Atlanta Banker

Ernest Woodruff, for $25 million. Woodruff eventually took over and ruled

the company to its present glory. Woodruff died in 1985.

COKE IN INDIA

Despite the formidable track of its parent (Coca-Cola Company the

$18 billion gaint, based in Atlanta U.S.), Coca-Cola Indias record in

Rs.1800 crore soft drinks market is prominent. Coca-Cola entered Indian

market after 16 years from Hathras December 1993 Coca-Cola became the

undisputed leader of the Indian soft drink industry, because if their

acquiring rights of Ramesh Chauhans aerated Parle drinks.

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With one stroke of the pen, and a bill of 140 crore coca-cola picked

by five brands- Thums Up, Limca, Gold Spot, Citra and Maaza with a

combined market share of 69 percent with Thums Up alone accounting for

56% of the then 650 crore cola segment.

Coca-Cola worlds largest selling soft drink and which sells nearly

half the soft drink of world market its reentry with planned strategy.

MODUS OPERANDI

The multinational soft drink companies carry their business by

licensing bottlers around the country or more technically franchising the

bottlers and supplying also. With retail prices ranging to Rs.9-10 per bottle

(300ml) for consumer and Rs.196 per crate (24 bottles) for retailers. Abottler must pay as such as 34% of the price per case as excise duty, sales

and turnover tax.

A further 10% goes into expenditure on local advertising and sales

promotion. Distribution and transportation cost takes care of another 10%

Raw material cost, Concentrate, Sugar, Citra, Acid, Bottle caps etc. eat up

another 23% production cost, in terms of fuel, power, maintenance and

labour add up to 14%.

Thus leaving a bottler with a margin of 9%, again 4% of this would

go into warheads and interest charges, trimming down the margin to a

simply 4-5 % a bottling operation, thus is viable only large volume.

(This is also one of the reasons of FOBO being converted in COBO).

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The consumer, obviously, shoulders most of the burden, bottle cost

are also critical component of soft drink business.

Coke is positioning all of its beverages as all seasons beverages

rather than only summer drinks; this will greatly help to increase

consumption.

In summer coca-cola was coping with a change, C.E.O-Alex Born has

replaced David Short.

Coke has made India its home; coke is experimenting with mobile

dispensing units at beaches and stadiums, going out towards consumers.

Our goal is to have available within arms reach of desire. Nicholas once

said (Retd. C.E.O).

While Pepsi wants people to come to them, Coke plans to after

consumer.

Cokes objective in short run shall be converted Pepsi drinks, rather

than Thums Up drinkers to Coke.

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CHAPTER 5

THE COMPETITIVE AREA AMONG

COKE AND PEPSI

ADVERTISING

ADVERTISEMENTS TARGETED BYCOKE


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THE COMPETITIVE AREA AMONG COKE AND PEPSI

The soft drink market all over the world as been witnessing a neck-

to-neck battle between the two major players; Coca-Cola and Pepsi since

very beginning. The thirst quenchers are trying hard to have the major

piece of the apple of overall 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 been dominating the

scene in most of the soft drink market of the world and enjoying the

leadership terms of the market share. But the coca-cola people are finding

it hard to deep away Pepsi, which has been narrowing the gaps regularly;

the two are posing threats for each other in every nook and corner of the

world. While coca-cola has been earning most of the part of its bread and

butler through beverages sales, Pepsi has a multi products portfolio with a

handsome portion from the same business.

The two warriors are face to face once again here in India with

different strategies and policies to attack at rival Coca-Cola is focusing

upon the joint ventures with the existing bottlers to enhance its control on

manufacturing and marketing of its product range and attain the quality

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standards of its class. Countering its Pepsi has taken the baton in its own

hands by floating and investment of $95 millions to set 6 Pepsin Co. India

Holdings, a subsidiary for companys owned bottling operation (COBO).

Both of the companies are following different path of reach the same

destiny i.e. to fetch the bigger portion of aerated soft drink market in India.

Both the competitors have distinct vision and priorities about the

Indian soft drink market. Through having so much difference and

distances with each other, they both consider India as a huge potential

market as per capita consumption here in more 3 servings per year against

an international of 80. Throughout, they are putting their best efforts to

woe Indian consumer who has to work for 1.5 hours to by a bottle cross

over for both the athletes running for getting No.1 position.

Coca-Cola is well set with its 53 bottling sites throughout the country

giving it an edge over competition by possessing a well built manufacturing

and distribution set up on the other side of picture, Pepsi, with two more

year in India, has been able to set an image of winner this giants are ready

to turn every stone of opportunity with a mindset of long tenure this time.

Coca-Cola has been penetrating the market through its wide product

range with a determination to change competition pattern of soft drink in

India. Firstly, they upgraded the whole industry by introducing 300 ml

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

compared to 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, nibu pani, water etc.

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Pepsi is quite aggressive in its approach to Indian consumer. They

are desperately working in the strategy to be winner side in the hot cola

war between tow big barons. According to Pepsi philosophy its the

madness that encourages executives to thin to conjure up those creative

tactics to knock the fizz out of their competition. Pepsi had pumped a large

amount on the visibility of its blue-red-and-white logo. They have been

going with aggressive marketing by putting Sachine Tendulkar and now

Shahrukh Khan in their advertisement to endorses their brand, the role

models for its targeted consumer the teenagers. They have increase the fizz

in the market price by introducing the dispensers called fountain Pepsi and

been enjoying a lead over its rival three.

Coca-Cola on the other hand, has been working on the saying skew

and stead with race, side by side retailing to the every move of its

competitor. They have produced the shield of Thums Up with a handsome

market share in India soft drink market. Countering Pepsi; international

commercial that used two chimpanzees to coke a snack at coke, Thums Up

came with the aid line, Dont be Bandar, taste the thunder Also Thums

Up has been positioned now very near to that of young in age of Pepsi and

giving it tuff time.

Everything has been put on fire by these cool merchants. If Coke got

the status of the Official drink of Wills World Cup, Pepsi blushed as

Nothing official about it. As Thums Up projected as Saare Jahan Se

Achchha. Pepsi was passionate enough with Freedom to be. When

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Thums Up came up with Thunder Blast, the other one offered, Pepsi

Stuff Card. If red color is meant for Coke, Pepsi has chosen to be Blue. In

this way, Indian consumer is getting more fizz and punch from the two big

brothers and he has to given not about the winner.

ADVERTISING

Advertising is non-promotion of goods and services, by a sponsor (a

firm or person) who can be identified and who has paid for this

communication. This purpose of advertisement is to sell something a good

service, idea person or place, either now or later this goal, reached by

setting specific objective that can be expressed individual ads. Those are

incorporated into an advertising campaign recall again from the buying

decision process that buyers go through a series of stages from

unawareness to target customers to the next stage in the hierarchy say

from awareness to interest.

Advertisement plays an important role in the success of coca-cola

product since its first newspaper ad. In 1886 that red, coca-cola delicious

Refreshing Exhilarating Invigorating. Advertisement is a key of

implementing a strategy over one hundred year old to trigger desire as

offer and in as many ways as possible.

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ADVERTISEMENTS TARGETED BY COKE

To target various consumer segment of soft drink different add

featuring cricket star, cine star, pop star have been created.

1.Lisa Ray (famous model) in a very interesting add, which featuring

him bathing with sprite. Having a catching line Sprite bujhaye only

pyass baki all bakwaas.

2.Amir Khan & Ashwarya Rai (both cine stars), which targeted

younger generation. This add. Contained imagery of rugged and

romantic for 330 ml of coke. Theme Coca-Cola Ho Jay.

3.Another cola drink from coke i.e. Thums Up.

4.Limca leaving its old image of Lime-n-Limoni drink is been

shown as in the add. Featuring Shaif Ali Khan. A drink that could

just change the mood at time of disappointment lines. Gala Gaya

Sookh Limca Key Liye Ruk.

5.Fanta add. Showing children having lines Bold Ho Jayo.

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6.A family giving new look to Maaza Tazza Mango.

7.Diet Coke the exiting add. on the pool with fall swing calling Taste

The Power Of One Calorie.

8.Amir Khan in the as on Mini Coke very interesting and Roman tic

add.


All advertisement expenditure is incurred by coca-cola India, but

only D.P. Board, wall painting, S.G.A.s etc. Company spends on it around

8-9 % total sales company invested 305 crore rupees in advertisement

Budget.

Radio.

T.V.

Hoardings.

Road signs.

Sticker.

Neon light.

Banners.

Newspaper.

Magazines.

Exhibition.

Posters.

Sponsoring local events.

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SOME OTHER TECHNIQUES FOR PROMOTION OF COCA-

COLA COMPANY

Coca-Cola and The Olympic Games

The company's international blitz began in 1926 when company

President Robert Woodruff signed Coca-Cola as a sponsor of the 1928

Olympic Summer Games in Amsterdam. The U.S. Olympic Team and 1,000

cases of Coca-Cola arrived at the games by freighter. Since then, the

relationship between the Olympic Games and Coca-Cola has only grown!

Many Coca-Cola divisions around the world sponsor individual

athletes or teams as well.

1928 was also the first year the Olympic flame was lit,

and women were invited to compete.

1952 -- The Summer Games in Helsinki - Coca-Cola

shipped 300,000 cases of bottles and donated it for

sale by the Disabled Ex-servicemen's Association.

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1952 -- The Winter Games in Oslo - The local Coca-

Cola bottler chartered a helicopter for advertising. In

1952 most people had never seen anything like a

helicopter and they were utterly fascinated. At the

close of the games, the helicopter was given to the city

to help direct traffic.

1960 -- The Summer Games in Rome - Italian bottlers

welcomed athletes, officials and spectators to Rome

with a 45 rpm record of "Arrivederci Roma."

1964 -- The Summer Games in Tokyo - This marked

the first year Coca-Cola aided the athletes, spectators

and media with guide maps, sightseeing information

and a phrase book. The idea was so popular, it was

adapted for use in Mexico City, Sapporo (Japan) and

Munich.

1979 -- The Coca-Cola company worked with the

Olympic Committee to create the U.S. Olympic Hall

of fame.

1988 -- The Winter Games in Calgary -

Coca-Cola orchestrated a world

children's chorus. Also, Coca-Cola

opened the venue for what would later

be deemed the games number-one

spectator sport -- The Coca-Cola OfficialOlympic Pin Trading Center.

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1996 -- The Summer Games in Atlanta -

The Games' centennial, as sole sponsor

of the Olympic Torch Relay, Coca-Cola

brought the flame to more than 350

cities and towns during the 94-day run.

Olympic Commemorative Cans

1928

Amsterdam

1948

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London

1964

Tokyo

1992

Barcelona

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1996

Atlanta

2002

2004

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2006

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CHAPTER 6


SALES PROMOTION TECHNIQUES OF

COMPANY

CRITERIA FOR PROVIDING FREE

CHILLING EQUIPMENTS


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Marketing is getting right goods and services at right time and right

place to right people at right price with right communication.

The comprehensive marketing activity at Kanpur Marketing

Services is controlled by Mr. Vineet Khosla (G.M.) and Mr. Gaurav Das

Dubey (Sales Manager). Today consumers have different measurements to

buy above which has a smaller self-life. The major market of soft drink is

under the grab of local distributions, which provides the innocent

consumers all the sort of connections.

G.M

Mr. Veneet Khosla

Sales Manager

Mr. Gaurav Das Dubey

A.S.M ASSO. S.M.

Mr. Tanay Sanyal Mr. Vankat

Area Team Leader

Mr. Dheeraj Agrawal

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SALES PROMOTION TECHNIQUES OF COMPANY

1. Good Advertising.

2. Effective Incentive Policy.

3. Quality.

4. Wide & Deep Distribution System.

5. Attractive packaging.

6. Allotting SGAS (Refrigerator, Chest cooler, Table Umbrella, Chairs

etc.) to retailers.

7. Decorating Retailers shop by display board, dealers board etc.

CRITERIA FOR PROVIDING FREE CHILLING

EQUIPMENTS

With every 1-2 crates purchased daily or alternatively an

icebox is provided.

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

4crates.

For a purchase of 7-8 crates daily visicooler 7 crates.

If purchase exceeds 8 crates, then 9 crates visicooler or deep

fridger is provided.

With every chilling equipment a steplizer is provided it may be of 1

KV or 5 KV.

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Whirlpool India Ltd.

Godrej G.E. Appliances Ltd.

Western Refrigeration Ltd.

Rockwel Industries Ltd.

All these industries are enlisted and approved by Coca-Cola.

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CHAPTER 7


DATA ANALYSIS

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This research involved a study, which was descriptive as well as explorative

in nature it basically aims at gathering data about how the coca-cola

scheme playing in the mind of shopkeepers & consumer.

METHODS OF DATA COLLECTION

THERE ARE TWO TYPES OF DATA

1. Primary data

2. Secondary data

1. Primary data collection:Primary data can be collected by three

methods.

a) Observation

b) Experiment

c) Surveys

But here, only surveys method of data collection is preferred which is very

suitable to reach the researcher motto.

A. Research instrument: Printed Questionnaire was

used as the research instrument to collect the

required information.

B. Area of surveys: The survey was conducted in

different location of Kanpur city.

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Sampling plan: sampling plan consists of

I. Sampling unit : The retailer of Grocery shop, general

store, betel shop, and medicine store was selected from

different places of Kanpur.

II. Sampling size : 250 Outlets.

III. Sampling procedure : Simple random sampling

procedure was followed

IV. Sampling method : Data were collected by retailer

survey. The retailers are directly contacted and

interviewed at their retail counter.

2) Secondary data collection : As secondary data were not

available with shopkeepers as well as stockiest, so these were

collected from company records.

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ANALYSIS OF DATA

DATA ARE COLLECTED FROM DIFFERENT LOCATION OF KANPUR

LIKE:

1. GWALTOLI

2. NAVEEN MARKET

3. ARYA NAGAR

4. SWAROOP NAGAR

5. JKTR

6. PARMAT

7. PANDU NAGAR

SURVEY ANALYSIS

THE SURVEY WAS CONDUCTED IN DIFFERENT LOCATION

OF KANPUR.A TOTAL SURVEY OF 250 OUTLETS WAS

CONDUCTED.

AREA WISE SALES OF COCA-COLA COMPANY

SALES

9500

46050

38600

23450

24450

42000

32200PARMAT

NAVEEN MARKET

GWALTOLI

ARYA NAGAR

SWAROOP NAGAR

PANDU NAGAR

JKTR

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SIZE OF VISI-COOLER IN 250 OUTLETS.

1% 7%

82%

8%

2%

20C/S

9C/S

7C/S

4C/S

2C/S

IS PRE-SELLING GOOD OR THERE IS SOME GAP AT THE

DELIVERY TIME OF THE PRODUCTS?

80%

20%

GOOD.

SOME GAP.

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HOW MUCH OUTLETS HAD THE VISIBILITY PRODUCTS?

0

50

100

150

200

250

Y 105 36 30 90

N 145 214 220 160

BOARD FLENGE RACKTABLE

TOP

LEADING BRAND OF THE COCA-COLA COMPANYACCORDING TO THEIR PREFERENCES.

63%

2%

14%

6%

7%8% THUMS UP

COCA COLA

SPRITE

LIMCA

FANTA

MAZZA

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CHANNEL OF THE COCA-COLA COMPANY CONSIDERING

SURVEYED (250) OULETS.

GROCERY

29%

CONV.

66%

E&D

5%

OULETS BELONGS TO WHICH CLASS MADE BY THE

COMPANY?

92

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83

19

DIAMOND

GOLD

SILVER

BRONZE

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INCOME GROUP OF THE OUTLETS.

54%

15%

31%

HIGH

MEADIUM

LOW

MARKET SHARE OF COCA-COLA COMPANY COMPARING

WITH PEPSI COMPANY

PEPSI

29%

COKE

71%

PEPSI

COKE

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OBSERVATION

1. I visited about 250 outlets out of which 20% gold, 40% considered

diamond & 40% considered silver outlets.

2. Out of 250 shops covered in different areas, I focused on covering

different shops according to location, so that I can know where coca-cola

products have the best penetration. Among the shop covered, 17% were on

the chauraha, 35% were on the main road, 28% in the market and 20%

were near a residential area.

3. I assigned the various shops covered into different categories. The

various categories covered were Grocery, Confectionary, Bakery, Juice

Shops, Ice Cream parlors, Restaurant, Food Joint, P.C.O, Dairy, and Pan

Shops.

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DIVISION OF MARKET

50%

30%

20%

COKE

PEPSI

BOTH


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CHAPTER 8


SWOT ANALYSIS

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1) HYPOTHESIS

A. NULL HYPOTHESIS (HO): - THE COKE PRODUCTS

CONSUMPTION IS MORE THAN THE PEPSI PRODUCTS.

B. ALTERNATE HYPOTHESIS (H1): - THE COKE PRODUCT

CONSUMPTION IS NOT MORE THAN THE PEPSI PRODUCTS.

C. LET THE LEVEL OF SIGNIFICANCE IS (LOS) () =5% INTESTING THE HYPOTHESIS.SINCE THE TEST IS TWO TAILED

TEST, THE VALUE OF Z= 1.96

D. TEST FORMULA

P1-P2Z=

PQ [1 + 1]n1 n2

P=n1P1+n2P2/n1+n2Q=(1-P)

WHERE,

P TOTAL POPULATION PROPORTION OF COKE AND PEPSI.

P1 SAMPLE PROPORTION FOR COKE.

P2 SAMPLE PROPORTION FOR PEPSI.

n1 SAMPLE SIZE FOR COKE.

n2 SAMPLE SIZE FOR PEPSI.

*CALCULATED VALUE OF Z= 1.34 WHICH IS LESS THAN THE VALUE

CALCULATED FROM THE TABLE WHICH IS Z =1.96 HENCE NULL

HYPOTHESIS IS ACCEPTED.

CONCLUSION: - WITH THE HELP OF ABOVE TESTING WE CAN SAY

THAT THE DAILY AVERAGE CONSUMPTION OF THE COKE

PRODUCTS IS MORE THAN THE PEPSI PRODUCTS.

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2) HYPOTHESIS

i. NULL HYPOTHESIS (HO): -MARKET SHARE OF COCA-COLA

COMPANY IS HIGHER THAN PEPSI COMPAMY.

ii. ALTERNATE HYPOTHESIS (H1): - MARKET SHARE OF

COCA-COLA COMPANY IS NOT HIGHER THAN PEPSI

COMPAMY.

iii. LEVELOFSIGNIFICANCE () = LET5% BE THE LEVELOFSIGNIFICANCE AT, WHICH THE HYPOTHESIS IS TESTED.

iv. TEST FORMULA

P P

Z=

P (1 P)n

WHERE,

P=SAMPLE PROPORTION

P =POPULATION PROPORTION

n =SAMPLE SIZE

*CALCULATED VALUE IS LESS THAN VALUE CALCULATED FROM

THE TABLE THAT IS 1.96 HENCE NULL HYPOTHESIS IS ACCEPTED.

CONCLUSION: - SHARE OF COKE COMPANY IS HIGHER THAN

PEPSI COMPANY.

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3) HYPOTHESIS

a) NULL HYPOTHESIS (HO): - PRE-SELLING IS GOOD.

b) ALTERNATE HYPOTHESIS (H1): -PRE-SELLING IS NOTGOOD.

c) LEVEL OF SIGNIFICANCE IS (LOS) () = LET 5% BETHE LEVEL OF SIGNIFICANCE AT, WHICH THEHYPOTHESIS IS TESTED.

d) TEST FORMULA

P P

Z=

P (1 P)n

WHERE,

P= SAMPLE PROPORTION.

P = POPULATION PROPORTION.

n = SAMPLE SIZE.

*CALCULATED VALUE (1.56) IS LESS THAN VALUE CALCULATED

FROM THE TABLE THAT IS 1.96 HENCE NULL HYPOTHESIS IS

ACCEPTED.

CONCLUSION: - PRE-SALE CONCEPT OF COCA-COLA COMPANY

IS GOOD.

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SWOT ANALYSIS

STRENGTHS

1. Improved quality control.

2. Latest technology.

3. Heavy investment in both infrastructure and sales promotion

campaigns.

4. Modified and attractive packaging.

5. Strong advertising network.

WEAKNESS

1. Entire infrastructure needs a face-lift.

2. Unskilled labour.

3. Tight case policy.

4. Fear of retrenchment among the workers.

OPPORTUNITIES

1. Wide market.

2. Good rural market.

3. Direct distribution.

THREATS

1. Stiff competition.

2. Illegal distribution done by some distributors.

4. Changing of consumer preference.

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CHAPTER 9

CONCLUSION

FINDINGS

SUGGESTION

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CONCLUSION

EVERY THING IN THIS WORLD IS MADE TO UTILIZE PROPERLY BUT IT SHOULD

BE REACH AT THE PROPER PERSON OR TO THE PROPER UTILIZED AREAS.

OTHERWISE THE VALUE ADDED TO THOSE THINGS BECAME IN VEIN.

AS THERE IS A PROVERB THAT,

FAR FROM EYE, FAR FROM HEART

THUS MARKETING ROLE PLAYS A VERY IMPORTANT ROLE

IN ACHIEVING THE OBJECTIVES OF A COMPANY. UNDOUBTLY,

VALUE UTILITY IS CREATED BY THE MANUFACTURE OF

PRODUCT OR SERVICE BUT TIME AND PLACE UTILITIES ARE

CREATED BY MARKETING ROLE. ACCORDING TO DRUCKER,

BOTH THE MARKET AND THE DISTRIBUTION CHANNELS ARE

OFTEN MORE CRUCIAL THAN THE PRODUCT. THEY ARE

PRIMARY: THE PRODUCT IS SECONDRY. IN AN ECONOMY LIKE

THAT OF INDIA, WHERE MARGINAL SHORTAGES CAN LEAD TO

DISPROPORTATION DISTORTION IN PRICES, A DEPENDABLE AND

EFFICIENT DISTRIBUTION SYSTEM IS VERY MUCH ESSENTIAL.

THE DISTRIBUTION SYSTEM CREATES A VALUE ADDED TO ALL

MOST ALL PRODUCTS.

ALL FROM THE ABOVE STUDY NOT WITHSTANDING ITS

RESTRUCTING EFFORTS PEPSI IS STILL FAR AWAY WITH ITS

GREAT COMPETITOR LIKE COKE.

FINDINGS

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THE MOST POPULAR FLAVOUR IN THE MARKET IS THUMS UP.

COCA-COLA IS MARKET LEADER AND PEPSI IS THE MARKET

CHALLENGER IN THE WHOLE MARKET WHERE I HAVE SURVEYED.

FROM THE COCA-COLA PRODUCTS THUMS UP AND THE PEPSI

PRODUCTS DEW IS THE HIGHEST SELLING IN THE MARKET.

COCA-COLA IS THE MARKET LEADER IN OVERALL MARKET.

IN SOME AREAS LIKE NAVEEN MARKET THE SUPPLY OF PEPSI IS

BETTER THAN COCA-COLA.

IN THE CASE OF THE MINERAL AQUAFINA IS SELLING MORE THAN

KINLEY.

I HAVE FOUND THAT A RETAILER GIVES MORE PREFENCE TO THE

COCA-COLA PRODUCTS LIKE THUMS-UP, MAZAA, SPRITE, AND

FANTA.

IN THE CASE OF THE SCHEME PEPSI IS PROVIDING MORE SCHEMES

THAN THE COCA-COLA.

SALES HAVE INCREASED AFTER LOCATING VISI COOLER OUTSIDE

OF OUTLET.

THE COMPANY NEW CONCEPT PRE-SALE GOT THE GOOD RESPONSE

MEANS THE CONCEPT OF PRE-SALE PREFERS BY THE RETAILERS.

ACCORDING TO THIS SURVEY IN 80% OUTLETS PRE-SALE

RESPONDED WELL WHILE IN 20% OUTLETS RESPONDS WAS LOW.

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THE NEW PRODUCT OF COCA COLA, MINUTE MAID HAS A BIG FLOP

IN THE KANPUR CITY.

THE COMPANY HAS INTRODUCED A 1.25 LTR PACK FOR THE LOWER

CLASS FAMILY.

THE STORE IS CATEGORISED ON THE BASIS OF THEIR SALE, IT

MEANS DIAMOND, GOLD, SILVER.

RETAILERS DO NOT GET THE COMPANYS ACTUAL SCHEME.

SOME AGENCIES MAKE FAKE BILLS BY WHICH THEY TRY TO EARN

PROFIT WHILE IT IS ILLEGAL.

PRODUCTS ARE SOLD OUT OF ARES BY DISTRIBUTOR TO SAVE THE

SCHEMES.

IF RETAILERS COMPLAINTS REGARDING DISCOUNTING & TRADE

SCHEME THEN HE IS NOT RESPONDED PROPERLY.

DISTRIBUTORS HAVE NOT MAINTAINED PROPER STOCK SO THAT

RETAILERS DO NOT GET ALL THE PRODUCTS BY WHICH SALE,

DISCOUNTING & TRADE SCHEMES ARE EFFECTED.

THERE IS A COMMUNICATION GAP IN DISTRIBUTION CHANNEL SO

RETAILERS ARE NOT GETTING ADVANTAGES OF DISCOUNTING &

TRADE SCHME.

IN OFF SEASON WHEN SALE OF COKE PRODUCTS IS REDUCED IN

COMPARISON OF SEASON. THEN RETAILERS WANT MORE SCHEMES.

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SUGGESTION

SUPPLY DISTRIBUTION SHOULD IMPROVE IN THE AREAS

LIKE NAVEEN MARKET AND GWALTOLI.

THE COMPANY SHOULD WORK OUT IN THEIR

COMPLAINES REGARDING TO THE VISI COOLER AND

STABLIZER.

COMPANY SHOULD GIVE PROPER SCHEMES TO THE

OUTLET.

THE REFRIGRATOR PURITY SHOULD HAVE THE PRIORITY.

OVERALL SERVICES SHOULD BE IMPROVED FOR GETTING

MORE SALE AND TO BE THE MARKET LEADER.

THE SALES EXECUTIVE SHOULD TRY TO AVOID MAKING

FALSE COMMITMENTS FOR RELISING SHORT TERM

GOALS.

NUMBER OF HOARDING SHOULD BE INCREASED.

FLORESCENT BOARD DISPLAYING LOCATION AND THEIR

DISTANCES ON ROAD SHOULD BE USED HAVING COCA-

COLA WRITTEN ON THEM.

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CHAPTER 10

QUESTIONAIRE

DECELARATION

REFRENCES

QUESTIONAIRE

RED SCORING SHEET

Surveyors Name: __________ Outlet Name: ______________ Address:

_________________ Channel: ________________ Category (D/G/S):

________________ Class (H/M/L): ___________________________

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KANPUR S.NO. E&D GROCERY CONVENIENCE

VISICOOLER

1. Is a coca-cola cooler present?

Visicooler/chest cooler.

2. Is the cooler as per standard?

3. Is the vesi cooler in the prime position?

4. Is the visicooler in a working condition?

Not working/unclean5. Is the visicooler light working?

6. Is the cooler 100% pure?

7. Is the cooler brand-order compliant?

TOTAL

AVAILABILITY

9. 300 ML (COLA+3)

10. Mobile PET (COLA+3)

11. Maaza RGB

12. CAN (COLA+1)

13. MAAZA PET 600ML & 1.2 LTR.

14. 1.5 LTR. PET (COLA+3)

TOTAL

ACTIVATION

E & D

15. COMBO BRANDS ( AT LEAST 3)

16. TENT CARD(MIN 5 OR PRESENT ON

ALL TABLES

17. FLANGE ROAD STANDEE OR GLOW

SIGN BOARD

GROCERY

18. DISPLAY RACK WITH HEADER

19. IS THE RACK PURE AND CHARGED

20. SHELF DISPLAY

CONVENIENCE

21. TABLE TOP DISPLAY

22. DPS BOARD, GLOW SIGN OR

FLANGE

GRAND TOTAL

SIGNATURE OF SURVEYOR

DECELARATION

I PRIYANKA GUPTA declare that this project report titled STUDY

ON R.E.D. (RIGHT EXECUTION DAILY) CONCEPT AND MARKET

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SHARE OF COCACOLA COMPANY IN KANPUR CITY is an

original work done by me under the guidance of Mr. Deeraj Agrawal (sales

training leader). I further declare that it is my original work as a part of

my academic course.

PLACE: KANPUR PRIYANKA GUPTA

DATE:

REFRENCES

INTERNET:

www.cokeiindia.com

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www.coca-colaindia.com

www.oligopolywatch.com

www.superbrand.com

MATERIAL USE:

PRESENTOR.

E.D.S (EVERY DEALER SURVEY) DETAIL.

QUESTIONAIRE.

TEXT BOOK:

MARKETING MANAGEMENT: -

1.KOTLER AND KOTLER.

2.RAMASWAMI.

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project report on coco cola

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