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SUMMER TRAINING REPORT

AT
TO STUDY THE MARKET SHARE OF COKE PRODUCTS AND RIGHT
EXECUTION DAILY

Agra sales and marketing services Pvt. Ltd.

A project report submitted in partial fulfillment of of the


requirement of the award of the degree of
TO

MASTER OF BUSINESS ADMINISTRATION


BY
NISHA GIDWANI
ROLL NO. 1360270085

Under the guidance of


Mrs. Sandhya Shrivastava

AASHLAR BUSINESS SCHOOL FARAH, MATHURA


1

ACKNOWLEDGEMENT
At the very outset, I thank the Lord for giving me the courage and strength to complete the
summer training project of the MBA.
It is of immense pleasure and privilege for me to take this opportunity to render my deep
sense of gratitude and appreciation to the esteemed. MBA HOD. Mrs. Sandhya
Shrivastava AASHLAR BUSINESS SCHOOL FARAH, MATHURA, who has been the
source of inspiration for taking up this project and for its successful completion.
I am thankful to all Internet lab and library assistants who always helped me and gave me
the chance to work at the Internet lab for collecting my secondary data.
I would like to acknowledge my deep sense of gratitude to Mr. Amit Goyal
(Sales Execution Manager) for this valuable guidance and motivation at all stages of my
study.
I am specially thankful to Mr.G.D Sahu (Area sales manager) & Mr.Abhishek Agarwal
(sales executive) for the guidance, suggestion and support extended to me.
I am also thankful to all the employees of Sales & Marketing Pvt. Ltd., Agra for enhancing
my mettle to get successfully completed my work. Who gave us a brief knowledge about
their product and company which helps a lot for the completion of our project and also to
all my colleagues and junior friends who provided their well wishes and required
inspiration. I would also like to express my hearty gratitude to all my faculty members who
helped me to complete my project.
Last but not the least; I am very grateful to my parents and family who gave me their
constant encouragement during my project.

NISHA GIDWANI

DECLARATION

I hereby declare that the project work entitled TO study the market share of coke
products in sanjay place agra is an original and bonafide work done by me. This project is
being carried out as compulsory six-eaght weeks summer training, a part of MBA
curriculum from, Sales & Marketing Pvt. Ltd., Agra
The content of this report is based on the information collected by me during my tenure
from different primary and secondary data used.
This training is being done to get exposure of industry. This project is used only for
educational purpose and it will never published in any magazine, newspaper, or any
research paper.

NISHA GIDWANI

PREFACE
I feel highly gratified in placing this work. In the preparation of this study the constant
Endeavour has been given to present the complete study in systematic, analytical and
crispy way. This impression combines the various aspects of Coca-Cola regarding the
Consumer perception towards Coca-Cola concern with it in addition to this the study
also gives other relevant information related with Coca-Cola. It provides the record of the
promotional activities & its critical analysis. More emphasis has been given on making
clear the modus operandi of the marketing intermediaries of Coca-cola.
A company can achieve its mission; the only thing required for this is it should be avoid
doing so. Nothing is beyond the ambit of any person.
It is hoped that the study would be found useful in making the people acquainted with the
problems faced by the intermediaries of coca-cola particularly at global market level.

Atul Singh
President & CEO , Coca-Cola India
Atul Singh took over as the President & CEO, Coca-Cola India from 1st September2005.
Prior to this assignment, Atul Singh was the President of East, Central & South (ECS)
China Division in January 2005. Given the strategic importance of China, a Division
within the greater China Division was created. ECS China Division consists of Shanghai,
the Swire Territories of China, Hong Kong and Taiwan. Additionally, Atul was also
responsible for the global and strategic Key Customer Relationships for Greater China and
was a member of the Customer Leadership Council.
Prior to his appointment as the President of East, Central and South China Division, Atul
served as Deputy Division President and headed the Operations group of China Division.
Under Atul's leadership, mainland China operations was among the fastest growing CocaCola businesses worldwide for the past 3 years. Atul started his career in the Coca-Cola
system in 1998 as Vice President, Operations of Coca-Cola India Division. He led the
Franchise Operations and Key Accounts group of the India Division from 1998 to 2001.
Atul then joined the China Division in July of 2001 as Region Manager of East China,
China Division. Under his leadership, East China Region exceeded volume and profit
targets by growing at double the rate of other regions.
Prior to joining Coca-Cola, Atul worked for the Colgate Palmolive Company for 10 years
and held several roles including Country General Manager, Nigeria (1995-1998), CFO
5

then General Manager, Romania (1992-1995) and Finance Manager, USA Body Care
(1990-1992), Prior to Colgate, Atul worked as an Auditor with Price Waterhouse in New
York.
Atul, holds a MBA degree from Texas Christian University.

TABLE OF CONTENTS
P.NO

1. INTRODUCTION

COMPANY PROFILE
MISSION & VISION
PRODUCT PROFILE

2. OBJECTIVE

44

3.RESEARCH METHODOLOGY

46

MARKETING RESEARCH
RESEARCH DESIGN
DATA COLLECTION METHOD

4. SAMPLING

52

5. ANALYSIS

69

6. FINDINGS

85

8. SWOT ANALYSIS

88

7. CONCLUSION

94

8. SUGGESTIONS

97
7

9. BIBLIOGRAPHY

99

10. APPENDIX

101

INTRODUCTION:

ADDRESS: THE COCA-COLA FOUNDATION


POST OFFICE BOX 1734
ATLANTA, GEORGIA - 30301
USA
CREATED:

1886

PHONE :

404-676-2568

FAX:

404-676-8804

COMPANY PROFILE:
WORLDS LARGEST BEVERAGE COMPANY
The Coca-Cola Company engages in the manufacturing, distribution, and marketing of
nonalcoholic beverage concentrates and syrups worldwide. The company offers
nonalcoholic beverages, principally carbonated soft drinks, as well as noncarbonated
beverages. Its beverage products comprise bottled and canned soft drinks and beverages
products. The companys products also include beverage concentrates, such as flavoring
ingredients and sweeteners; syrups, the beverage ingredients produced by combining
concentrates, sweeteners, and added water; and fountain syrups that use equipment for
mixing the syrups with carbonated or noncarbonated water for immediate consumption,
and are sold to fountain retailers, such as restaurants. Through the world's largest beverage

distribution system, consumers in more than 200 countries drink the company's beverages
at a rate exceeding 1.3 billion servings each day.

Coca-Cola Company also produces


and markets noncarbonated beverages, including waters and flavored waters, juice and
juice drinks, sports drinks, energy drinks and teas and coffees. The company sells its
finished beverage products primarily to distributors.

It sells its beverage concentrates and syrups to bottling and canning operators, distributors,
fountain wholesalers, and fountain retailers. The Coca-Cola Company was founded in
1886 and is headquartered in Atlanta, Georgia.

10

HISTORY OF COCA-COLA
http://www.solarnavigator.net/the_desi
gner.htm

John Pemberton

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


pharmacist from Atlanta, Georgia. John Pemberton concocted the Coca
Cola formula in a three legged brass kettle in his backyard. The name was
a suggestion given by John Pemberton's book keeper Frank Robinson.
It was a prohibition law, enacted in Atlanta in 1886, that persuaded
physician and chemist Dr. John Stith Pemberton to rename and rewrite the
formula for his popular nerve tonic, stimulant and headache remedy,
"Pemberton's French Wine Coca," sold at that time by most, if not all, of
the city's druggists.
So when the new Coca-Cola debuted later that year - still possessing "the
valuable tonic and nerve stimulant properties of the coca plant and cola
nuts," yet sweetened with sugar instead of wine - Pemberton advertised it
not only as a "delicious, exhilarating, refreshing and invigorating" sodafountain beverage but also as the ideal "temperance drink." It is said coke
was discovered when DeLuise, a 19th century American soda jerk
accidentally hit the soda water spigot, adding carbonated water to the syrup
in the glass. The result was a "happy accident": the invention of CocaCola.

11

Though Pemberton died just two years later - five months, in fact, after his
March 24, 1888, filing for incorporation of the first Coca-Cola Co. - the
trademark he and his partners created more than one hundred years ago can
claim wider recognition today than that of any other brand in the world
And the Coca-Cola beverage, whose unit sales totaled a mere 3,200
servings in 1886 ("nine drinks per day" based on the twenty-five gallons of
syrup sold to drugstores by Pemberton Chemical Co.), is today called the
world's most popular soft drink - accounting for billions of servings at
restaurants in 195 countries.
Such is the commercial legacy of a onetime Confederate lieutenant colonel
who earned his medical degree at the age of nineteen, who served on the
first Georgia pharmacy licensing board, who set up a top-rated laboratory
for chemical analysis and manufacturing, and who, in his dozen-and-a-half
years in Atlanta, established eighteen business ventures - including one, the
Coca-Cola Co., which now can boast 1995 sales in excess of $15 billion.
Notwithstanding Pemberton's numerous professional and entrepreneurial
accomplishments, however, Coca-Cola historians characterize him as "a
local pharmacist" who concocted the world's most craved soft-drink syrup
in a three-legged brass pot in his backyard.
"Coca-Cola was not the creation of an inept, small-time corner druggist,"
said archivist Monroe Martin King, who has spent twenty-one years
researching the life of John Pemberton - from his childhood in Rome, Ga.,
to his college days in Macon to his enterprising years in Atlanta. "He's
occasionally portrayed as a wandering medicine man," King added. "But
Dr. Pemberton worked in a fully outfitted laboratory and claimed to
manufacture every chemical and pharmaceutical preparation used in the
arts and sciences."
Although Pemberton may have envisioned a future for his soft-drink
creation--enticing six Atlanta businessmen to invest in the start-up CocaCola enterprise--for reasons that remain a mystery he soon began selling
his interest in the formula.
"Dr. Pemberton . . . must have believed that it had little value and no
potential assurance of substantial success," said Charles Candler in a 1953
biographical sketch about his father, titled "Asa Griggs Candler, Coca-Cola
and Emory College."

12

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


was he who first scripted "Coca Cola" into the flowing letters which has
become the famous logo of today. The soft drink was first sold to the
public at the soda fountain in Jacob's Pharmacy in Atlanta on May 8, 1886.
About nine servings of the soft drink were sold each day. Sales for that first
year added up to a total of about $50. The funny thing was that it cost John
Pemberton over $70 in expenses, so the first year of sales were a loss.
Until 1905, the soft drink, marketed as a tonic, contained extracts of
cocaine as well as the caffeine-rich kola nut.
By the late 1890s, Coca-Cola was one of America's most popular fountain
drinks. With another Atlanta pharmacist, Asa Griggs Candler, at the helm,
the Coca-Cola Company increased syrup sales by over 4000% between
1890 and 1900.
Advertising, was an important factor in Pemberton and Candler's success
and by the turn of the century, the drink was sold across the United States
and Canada. Around the same time, the company began selling syrup to
independent bottling companies licensed to sell the drink. Even today, the
US soft drink industry is organized on this principle.
Asa Candler, who, according to King, had worked for Pemberton as early
as 1872, wound up, after a series of transactions, controlling the company
within a short time of Pemberton's death. By 1891 he owned all of the
Coca-Cola business. Charles Candler relates that one of his father's first
missions was to change the original Pemberton formula in order "to
improve the taste of the product, to ensure its uniformity and its stability."
According to Asa Candler's son, Candler hired Pemberton's former partner,
Frank Robinson. The two of them, "by adding essential ingredients and
taking others out . . . perfected the formula," Charles Candler said. In fact,
it was Robinson who created the Coca-Cola name and script logo,
convincing the company to tie the classic slogan "delicious and refreshing"
into all future advertising.
After the turn of the century, when federal and state authorities began
writing regulations to ban the sale of coca products because of their
supposed contamination with the drug cocaine, Coca-Cola lawyers argued
strenuously that their syrup contained only a minuscule flavor extract of
the coca leaf.
13

By 1928 bottled sales had eclipsed fountain sales, thanks to the pioneering
introduction of a carton now popularly called the six-pack. The following
year the company introduced metal open-top coolers. Then in 1933 at the
Chicago World Fair automatic fountain dispensers made their debut.
Having expanded the brand into fourty-four countries by the outbreak of
World War II, Woodruff, within fifteen years of the war's end, had
managed to double that number. "Now the saying is you have to be
global," said Goizueta, Coca-Cola's current chairman and chief executive.
"We were global when global wasn't cool."
Two decades later, when Coca-Cola's board elected Goizueta to the post of
chairman and chief executive, the company was embarked on a financial
mission--to become one of the best-performing corporations in America.
Average annual fountain-sales growth under Goizueta has continued to
surge. And despite consumer uproar over the company's attempted CocaCola reformulation in 1985, the introduction of Diet Coke in 1982 was
hailed as the most successful product launch of the past decade.
Yet none of the company's strides in marketing, international expansion,
product innovation or profit growth could have happened had it not been
for Coca-Cola's inventor, John Pemberton. Atlanta druggists--Asa Candler
among them--closed their stores on the day of Pemberton's funeral "and
attended the services in mass as a tribute of respect," according to
newspaper records from that era. "On that day," declared archivist Monroe
King, "not one drop of Coca-Cola was dispensed in the entire city."

Asa Griggs Candler

14

Until the 1960s, both small town and big city dwellers enjoyed carbonated
beverages at the local soda fountain or ice cream saloon. Often housed in
the drug store, the soda fountain counter served as a meeting place for
people of all ages. Often combined with lunch counters, the soda fountain
declined in popularity as commercial ice cream, bottled soft drinks, and
fast food restaurants came to the fore.
On April 23, 1985, the trade secret "New Coke" formula was released.
Today, products of the Coca Cola Company are consumed at the rate of
more than one billion drinks per day.
A trade secret is any information that allows you to make money because
it is not generally known. A trade secret could be a formula, computer
program, process, method, device, technique, pricing information,
customer lists or other non-public information. If the economic value of a
piece of information relies on it being kept private, it could be a trade
secret.
One of the most famous examples of a trade secret is the formula for
Coca-Cola. The formula, also referred to by the code name "Merchandise
7X," is known to only a few people within the company and kept in the
vault of a bank in Atlanta, Georgia. The individuals who know the secret
formula have signed non-disclosure agreements, and it is rumored that they
are not allowed to travel together. In the past, you could not buy Coca-Cola
in India because Indian law required that trade-secret information be
disclosed. In 1991, India changed its laws regarding trademarks, and CocaCola can now be sold in that country.

Trade secrets are very different from patents, copyrights and trademarks.
While patents and copyrights require to disclose information in the
application process (information that eventually becomes public), trade
secrets require to actively keep the information secret. Trade-secret
protection can potentially last longer than that of patents (20 years) and
copyrights (100 years). Some of the ways to protect a trade secret are as
follows:
Restrict access to the information (lock it away in a secure place,
such as a bank vault).
15

Limit the number of people who know the information.

The people who know the trade secret agree in writing not to
disclose the information (sign non-disclosure agreements).

Anyone that comes in contact with the trade secret, directly or


indirectly, sign non-disclosure agreements.
Mark any written material pertaining to the trade secret as proprietary.

16

COCA-COLA ADVERTISEMENTS ITS THE REAL THING


Advertising has played an important role in the success of Coke products since its first
newspaper ad in 1886, which read, "Coca-Cola. Delicious! Refreshing! Exhilarating!
Invigorating!" The Company uses advertising to trigger desire as often and in as many
ways as possible. Throughout the years, slogans for Coca-Cola have always been
memorable. Here are some highlights:

2000 - Coca-Cola Enjoy


1993 - Always Coca-Cola
1990 - Cant Beat The Real Thing
1989 - Cant Beat The Feeling
1986 - Red White and you
1982 - Coke Is It
1976 - Coke Adds Life
1971 - I d to Buy the World a Coke
1969 - Its the Real Thing
1963 - Things Go Better With Coke
1959 - Be Really Refreshed
1944 - Global High Sign
1942 - Its the Real Thing
1936 - Its the Refreshing Thing To Do
1929 - The Pause That Refreshes
Fresh, creative and tasteful, advertising images for Coca-Cola have always set a high
standard of quality for other products around the world.
The Company recognizes that Coca-Cola belongs to the billions of consumers in
every corner of the globe who have chosen it as their favorite soft drink. Coca-Colas
advertising reflects that special relationship, between consumers and the simple moments
of pleasure they have come to associate with Coca-Cola

COCA-COLA IN INDIA- INDIAN ADVERTISING AWARD


17

In India, the Companys thrust has always been on reaching the core of the consumers
heart through advertising excellence. In fact, Coca-Cola has produced some of the most
memorable campaigns of the times. Consequently, in early 2003, Coca-Cola India
collected Advertiser of the Year and Campaign of the Year awards for the Thanda Matlab
Coca-Cola all-media campaign.

THE GROWING CORPORATE:


AN EVER-REFRESHING DRINK
During its first year, John Pemberton sold 25 gallons of syrup, shipped in bright red
wooden kegs. Red has been a distinctive color associated with the number one soft drink
brand ever since. For his efforts, Pemberton grossed ------ $50 and spent----- $73.96 on
advertising.
By 1891, Atlanta entrepreneur Asa G. Candler had acquired complete
ownership of the Coca-Cola business. Within four years, his merchandising flair helped
expand consumption of Coca-Cola to every state and territory. In 1919, The Coca-Cola
Company was sold to a group of investors for---- $25 million. Robert W. Woodruff became
president of The Coca-Cola Company in 1923, and his more than six decades of leadership
took the business to unrivaled heights of commercial success, making Coca-Cola an
institution the world over.

ABOUT COCA-COLAS GLOBAL BOTTLING SYSTEM


Today, Coca-Colas products reach consumers and customers around the world through a
vast distribution network made up of local bottling companies. These bottlers are located
around the world, and most are independent businesses. Using syrups, concentrates and
beverage bases produced by the Coca-Cola Company, their global bottling system
18

packages and markets products, then distributes them to more than 14 million retail
outletsworldwide.
The Coca-Cola Company is committed to assisting its bottlers with the functions of an
efficient bottling operation and initiating quality systems to ensure the highest quality
products for our consumers.

THE BOTTLING HISTORY OF COCA-COLA


Coca-Cola began as a fountain product, but candy merchant Joseph A. Biedenharn of
Mississippi was looking for a way to serve this refreshing beverage at picnics. He began
offering bottled Coca-Cola, using syrup shipped from Atlanta, during an especially busy
summer
in
1894.
In 1899, large-scale bottling became possible when Asa Candler granted exclusive bottling
rights to Joseph B. Whitehead and Benjamin F. Thomas of Chattanooga, Tennessee. The
contract marked the beginning of The Coca-Cola Company s unique independent bottling
system that remains the foundation of Company soft drink operations.

COCA-COLA BOTTLES AS MEMORABLE AS THE DESIGN


At that period, soda bottles were all very similar. And Coca-Cola had many imitators,
which consumers were not able to identify until they took a sip. The answer was to create a
distinct bottle for Coca-Cola. As a result, the Root Glass Company developed the contour
bottle for Coca-Cola with the shape now known around the world in 1915.

COCA-COLA GETS THE FIRST CHANGE OF TASTE IN 1886


In 1985, a new cola emerged from Coca-Colas laboratory research. Through internal
evaluations and thousands of blind taste tests, consumers said they preferred it over both
Coca-Cola and its primary competitor. As a result, in April 1985, the Company proudly
introduced the new taste of Coke - the first change in the secret formula since the product
was created in 1886
19

TRADEMARK REGISTRATION OF COCA-COLA


The trademark "Coca-Cola" was registered with the U.S. Patent and Trademark Office in
1893, followed by "Coke" in 1945. The unique contour bottle, familiar to consumers
everywhere, was granted registration as a trademark by the U.S. Patent and Trademark
Office in 1977, an honor awarded very few packages. Interestingly, the world that is
touched by Cokes cherished drinks for every moment, the Coca-Cola trademarks happen
not only to be its most valuable assets but of the entire earth.
EXTENSION OF THE MOST CHERISHED TRADEMARK
In 1982, The Coca-Cola Company introduced diet Coke to U.S. consumers, marking the
first extension of the Company s most precious trademark to another product. Later years
saw the introduction of additional products bearing the Coca-Cola name, which now
encompasses a powerful line of cola products.
COCA-COLA CLASSIC RULING SINCE 1886
The launch of Coke with the new taste took place in the United States and Canada.
Consumers responded with an unprecedented-and now famous-outpouring of loyalty and
affection for the original formula. In July 1985, the original formula of Coca-Cola returned
as Coca-Cola classic. In 1986, Coca-Cola classic became, and still remains, the nations
top-selling soft drink.

20

COCA-COLA IN INDIA
Coca-Cola controlled the Indian market until 1977, when the Janata
Party beat the
Congress Party of then Prime Minister Indira Gandhi. To punish CocaColas principal bottler, a Congress Party stalwart and longtime Gandhi Dr. John Stith
supporter, the Janata government demanded that Coca-Cola transfer its Pemberton
for
syrup formula to an Indian subsidiary. Coca-Cola balked and withdrew the first time
from the country.
produced
the
syrup for CocaCoca-Cola, the corporate nourishing the global community with the
Cola on May 8,
worlds largest selling soft drink concentrates since 1886, returned to
1886
India in 1993 after a gap of 16 years giving a new thumbs up to the
Indian Soft Drink Market.
In the same year, the Company took over ownership of the nation's top soft-drink brands
and bottling network. Today Coca-Cola brands have assumed an iconic status in the minds
of the Indian consumers.

A HEALTHY GROWTH TO THE INDIAN ECONOMY


Ever Since, Coca-Cola India has made significant investments to build and continually
consolidate its business in the country, including new production facilities, wastewater
treatment
plants,
distribution
systems
and
marketing
channels.
Coca-Cola India is among the countrys top international investors, having
invested more than US$ 1 billion in India within a decade of its presence.
The Company has not only shaked 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.
CREATING JOB OPPORTUNITIES
With virtually all the goods and services required to produce and market Coca-Cola being
made in India, the business system of the Company directly employs approximately 10,000
local people, and indirectly creates employment for more than 125,000 people in related
industries through our vast procurement, supply and distribution system.
21

INDIAN OPERATIONS
The Coca-Cola Company received approval from the government in July 1996 to set up a
holding company to invest US$700 million in downstream operating subsidiaries to engage
in the preparation, packaging, sale and distribution of beverages
The vast Indian operations comprise 25 wholly owned company-owned bottling
operations and another 24 franchisee-owned bottling operations. That apart, a network of
21 contract-packers also manufactures a range of products for the company.

TRANSPORTATION NETWORK
On the distribution front, 10-tonne trucks, open-bay three-wheelers that can navigate the
narrow alleyways of Indian cities constantly keep our brands available in every nook and
corner of even the countrys remotest areas.

NUMBER OF PLANTS IN INDIA


Under Coca-Cola India, there are four ultra-modern ISO 14001 certified bottling plant in
different states. They are at following places:
Coca-Cola bottling plant at Baddi (Himachal Pradesh)
Coca-Cola bottling plant at Ameenpur (Andhra Pradesh)
Coca-Cola bottling plant at Dasna (Uttar Pradesh).
Coca-Cola bottling plant at Kaladera, near Jaipur.
Plants strictly adhere to Coca-Colas total quality program called The Coca-Cola Quality
system (TCCQS). TCCQS is all encompassing management system (Total Quality)
covering environment management and other business aspects such as safety and loss
Prevention (SLP), product quality, packaging quality, and process capability improvement
and customer satisfaction.
22

They comply with world-class environment practices. Some of the environmental


performance monitors are: energy use, water use, wastewater discharge, compliance with
Government regulations and positive impact on local community, which are properly
monitored for proper environmental management.

COCA-COLA IN INDIA PRODUCTS & QUALITY


Coca-Cola serves in India some of the most recalled brands across the world, which
includes names such as Coca-Cola, Diet Coke, Sprite, Fanta, along with the Schweppes
product range. The acquisition of Thums Up brought some of the leading national soft
drinks like Thums Up, Limca, Maaza, Citra and Gold Spot under its umbrella. To add to
this, Kinley mineral water was launched in the year 2000. In 2001, Coca-Cola energy drink
Shock and their first powdered concentrate, Sunfill, was launched in the market.
The Company is ranked up "first" in the introduction of Canned and PET soft
drinks, vending machines and backpack dispensers for crowds
of cricket supporters

QUALITY ASSURANCE
Ever Since, Coca-Cola India has made significant investments to build and continually
consolidate its business in the country, including new production facilities, wastewater
treatment plants, distribution systems and marketing channels and also adheres to national
laws
on
food
processing
and
labeling
Coca-Cola India is among the countrys top international investors, having invested more
than US$ 1 billion in India within a decade of its presence. Strict quality control measures
are followed to ensure quality of highest order in every task it performs.
23

COMPANY POLICY ON ETHICS


Honesty and integrity have always been cornerstone values of The Coca-Cola Company.
The Company representatives, have the responsibility to act in every situation according to
the highest standards of ethical conduct
COCA-COLA AS GOOD CORPORATE CITIZEN
The Coca-Cola business system has a tradition of giving back to the communities it
serves. Through community relations activities, including The Coca-Cola Foundation, the
Company supports education and community development.
The Coca-Cola Foundation, the Company's philanthropic arm, contributed $
100 million to education during the 1990s, supporting programs at more than 400 schools,
colleges and associations around the world. Foundation grants include funding for
mentoring programs, for partnerships between public schools and universities, and for a
signature Coca-Cola First Generation Scholarship Program to help students become the
first
in
their
family
to
attend
college.
The Coca-Cola Scholars Foundation, a joint initiative between U.S. Coca-Cola bottlers and
the Company, provides $1.4 million in scholarships to talented high school seniors every
year. On a local level, Coca-Cola offices and bottlers around the world support community
activities. From supporting the arts in Russia to building schools in rural areas of China
and the Philippines to funding a class for entrepreneurs at the University of Zimbabwe, The
Coca-Cola Company is an active corporate citizen. The Company has also supported a
range of other national initiatives, such as a major polio-eradication drive and droughtrelief programs, in addition to support towards the National Cricket Championship for the
Blind, and National Athletics meetings for the physically challenged.
A) VISION FOR SUSTAINABLE GROWTH

Profit: Maximizing return to shareowners while being mindful of our overall


responsibilities.
People: Being a great place to work where people are inspired to be the best they
can be.
24

Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and
satisfy peoples desires and needs.
Partners: Nurturing a winning network of partners and building mutual loyalty.
Planet: Being a responsible global citizen that makes a difference

25

B) MISSION
TheCoca-Cola Foundation
Atlanta, Georgia
The mission of The Coca-Cola Foundation is to improve the quality of life in the
community and enhance individual opportunity through education. We support educational
programs primarily within three main areas: higher education, classroom teaching and
learning, and international education. Our programs support scholarships for aspiring
students; encourage and motivate young people to stay in school; and foster cultural
understanding. Over the last ten years, our Foundation has contributed more than $124
million in support of education.

To Refresh the World... in body, mind, and spirit.


To Inspire Moments of Optimism... through our brands and our actions.
To Create Value and Make a Difference... everywhere we engage.

VALUES
Coca-Cola is guided by shared values that will continue to live by as a company and as
individuals.
Leadership: "The courage to shape a better future"
Passion:

"Committed in heart and mind"

Integrity:

"Be real"

Accountability: "If it is to be, its up to me"


Collaboration: "Leverage collective genius"
Innovation:

"Seek, imagine, create, delight"


26

Quality:

"What we do, we do well"

GROWTH MANIFESTO

PRODUCTION PROCESS OF COCA COLA


The production process is highly mechanical and automatic. The
raw material required for soft drinks are concentrated sugar
syrup and treated water.
Even before the plant is constructed, the site is selected based on the availability of source
water meeting the portability quality standards. At all Coca-Colas carbonated and noncarbonated soft drink manufacturing locations, 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 is then drawn through sealed pipelines into the storage tanks in secured water
treatment areas of the manufacturing plant.
Production process is primarily a four-step process, which starts with1) The first step in the manufacturing of soft drinks is the disinfections of water using the
27

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


microorganisms including pathogens and oxidation of heavy metal ions and organic
impurities.
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.
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).

The glass bottles returned from the market are thoroughly cleaned and
sanitized with specially formulated cleaning agents at high temperature that use
sophisticated state-of-the-art Bottle Washers or Bottle Rinsers (in case of PET). These
bottles are then transported to the filler using a fully automated conveyor system after a
thorough visual inspection. The beverage is then filled into glass containers or virgin food
grade PET bottles using a high-speed automated filling machine. The entire filling
operation is fully automated and untouched by human hands.
The bottles are finally capped/crowned, date coded and packed into crates/cartons to
make them available to our consumers. The complete manufacturing process has a well
defined and structured Quality Control and Assurance Programme.All the manufacturing
facilities employ qualified experienced and trained professionals for manufacturing and
testing of Coke products.
FUNCTION OF THE PLANT

28

FUNCTION OF THE PLANT


INGREDIENT DELIVERY

Sweetener
Team of professionals, work on selecting, auditing, sampling, testing, approving and then
authorizing the sugar suppliers and the list of such authorized suppliers with approved
sugar lots and along with the certificate of analysis are sent across to all the bottling unit
for procurement.
Secret Formula
Created in special concentrate plants, it's delivered, held and used under strict controls to
maintain its integrity and security. Each unit of concentrate is especially identifiable to
allow the "history" of each component to be researched at any stage of production, storage
or use.
CO2 Formula
when delivered to the plant, carbon dioxide, or CO2, comes in cylinders for easy delivery
and storage. But what is it? In essence, it's a colorless and odorless gas that provides the
"fizz" for our beverages. But it's also a by-product of our breathing and used by plants and
trees to produce oxygen.
Water
since water is a key component to all our beverages, its quality is critical. And, since public
water quality varies around the world, each plant further treats the water it uses. This
means that before water is added to any of our beverages; it's rigorously filtered and
cleansed. We then continuously sample the water to ensure it meet our standards.
Materials
Ingredients are not the only things delivered to the plant. Other materials such as bottles,
cans, labels and packaging are also delivered. Our plants in India use refillable bottles,
29

CANS, PET etc. in the Production Process, when bottles and cans are delivered to the
plant; they are carefully inspected to ensure that they meet our exacting standards. Once
these have passed initial inspection, they move on to be washed and/or rinsed.
WASHING AND RINSING

To ensure quality, each bottle is washed, sanitized and rinsed before being filled. While this
sounds simple, the actual steps can differ by bottling plant. In India, our plants use
refillable glass, cans or PET bottles. To ensure they meet our cleanliness standard, bottles
are first hit with prerinse jets which remove any dirt or debris. They are then soaked in a
high-temperature deep cleaning solution that removes any remaining dirt and sanitizes
them. The bottles then move to the "hydrowash" where they are washed again with a deep
cleaning pressure-spray.
MIXING AND BLENDING

H2OandSugar
Mixing and blending begin with the steps of mixing pure water with refined sugar, which
creates simple syrup. The syrup is then measured for the correct amount of sugar.
SecretFormula
Our secret formula is... still secret! That's right; the secret formula remains a mystery to the
millions of people in nearly 200 countries that enjoys our refreshing beverages everyday.
Even though we can't tell you the secret, you can be sure that "LIFE TASTES GOOD" with
Coca-Cola.
30

H20andSyrup
With the syrup nearing its final state, we mix it with pure water, creating the finished
uncarbonated beverage. However, the water and syrup must be mixed in right ratio. This is
done by the beverage proportioning equipment. It accurately measures the correct ratio for
each
and
sends
this
mixture
to
the
carbonator.
CO2Adding
Adding CO2 or carbon dioxide gas is the final touch that carbonates the beverages. Carbon
dioxide not only gives our beverages their effervescent zest, but it also adds to the
distinctive and familiar taste everyone has come to expect from our beverage
FILLING

Once all the ingredients have been mixed and blended and the bottles have been cleaned
and sanitized, we're ready to start filling. This is a surprisingly complex process requiring
precision at each step. To begin with, bottles must be carefully timed as they move to the
filler - synchronization is key. Once at the filler, bottles are either held securely in place by
flexible grippers or precisely placed under filling valves by centering devices. Before the
bottles can be filled, the inside of the bottles must be pressurized. This allows for the force
of gravity itself to draw the beverage into the bottle - a process that ensures the smooth
flow of liquid, with little to no foaming.
CAPPING

Once filled, bottles are then capped. We use different caps for different bottles - glass
bottles are usually topped with a metal crown while "PET BOTTLES" are topped with a
plastic screw-top. Each cap type then moves through different parts of the machine, which
ensures each cap stays scratch free and is in the right position to be precisely placed on the
31

bottle. As quality and freshness are key, we use a "no closure" detector during the capping
process and a "go-no-go gauge" or "torque meter" after the bottles has been capped. The
"no-closure" detector checks if a screw top or crowns has been placed on bottle. The
process actually stops if the detector doesn't find a closure. The "go-no-go gauge" checks
for the proper crown crimp and the "torque meter" checks to make sure the screw-top is
good and tight. If the bottle cap isn't just right, the beverages can become flat or be affected
in other ways. If this happens, the bottle is discarded.
LABELING

Once the bottles have been filled and capped, they move on to be labeled. A special
machine dispenses labels from large rollers, cuts them and place on the bottles. For special
labels such as commemorative bottles for football championships, the labels are sent to the
bottling plants for approval, and then used for packaging. Depending on the occasion,
some of these special bottles will go only to the specific locations. For example, a national
football championship bottle will be sent only to the home town or state of the
championship team.
CODING

The bottle is now ready to be coded. Each one of our beverages is marked with a special
code that identifies specific information about it. The codes simply identify the date the
beverages was bottled or canned. These codes identify the date, time, batch no. and the
32

MRP. Product coding allows us to ensure that u receive our beverages at their flavorful
best.

INSPECTION

PACKAGING
Once
our
filled
beverages
have
passed
final
inspection,
th
We inspect bottles at many points during the process. With refillable bottles, it happens
they are first brought into the plant. They are also inspected after they are washed and
again after they are filled. Inspectors look for external bottle imperfections and make sure
each bottle has the right amount of beverages. Even after filling, each plant samples bottles
for analysis in its lab to ensure quality is up to standards.

ey are ready to be packaged for delivery. Generally, packing can refer to everything from
the unique "BOTTLE" and "CAN" designs, to label designs, to cardboard boxes and
containers,
to
plastic
rings.
Because the needs and tastes of our consumers are so diverse, the packaging varies
depending on where the beverages are being sent.
33

WAREHOUSING & DELIVERY

In order to make sure the freshest beverages possible get to


you, each warehouse must efficiently manage the thousands of
beverages
cases
produced
each
day.
Beverage organization is key, though it's the bottle and can coding that allow for the
necessary precision. From the warehouse, we load beverages onto our distinctive trucks.
Night and day, our trucks are delivering our refreshing beverages to stores, soda fountains,
and vending machines near you.

34

PRODUCT PROFILE OF COCA-COLA SOFT DRINKS

Brand Name: Coca-Cola


DrinkType:SoftDrink
Coca-Cola: Coca-Cola is the most popular and biggest-selling soft drink in history, as well
as the best-known product in the world. It was 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.
Coca-Cola might owe its origins to the United States, but its popularity
has made it truly universal. The world's favourite drink, the world's most valuable brand.
The most recognizable soft drink across the world.
Available in the following flavor: Cola

Available in the following Sizes:


Glass

PET
Can
500 ml, 1.5 L,
200 ml, 300 ml, 500
2
L,
2.25
L,330 ml
ml, 1500 ml
500 ml + 100 ml

35

Price
7,9,20,40,48

Brand Name: Thums-Up


DrinkType:Soft
Thums-Up:
Thums Up is a leading carbonated soft drink and most trusted brand in
India. Originally introduced in 1977, Thums Up was acquired by The Coca-Cola Company
in
1993.
Thums Up is known for its strong, fizzy taste and its confident, mature and uniquely
masculine attitude. This brand clearly seeks to separate the men from the boys.
Available in the following flavor: Strong Cola.

Available in the following Sizes:


Glass

PET
Can
500 ml, 1.5 L,
200 ml, 300 ml, 500
2
L,
2.25
L,330 ml
ml, 1000 ml
500 ml + 100 ml

36

Price
7,9,20,40,48

Brand Name: Fanta


DrinkType:SoftDrink
Fanta:
Fanta
entered
the
Indian
market
in
the
year
1993.
Over the years Fanta has occupied a strong market place and is identified as "The Fun
Catalyst
The 'orange' drink of The Coca-Cola Company is seen as one of the favorite drinks since
1940's. 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
Fanta is perceived as a fun youth brand, which stands for its vibrant color, tempting taste
and tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging
one to indulge in the moment.
Available in the following flavors: Orange
Available in the following Sizes
Glass
200 ml, 300 ml,

PET
Can
500 ml, 1.5 L,
2
L,
2.25
L,330 ml
500 ml + 100 ml

37

Price
7,9,20,40,48

Brand Name: Limca


DrinkType:SoftDrink
Limca: This thirst-quenching beverage features a fresh, light lemon-lime taste and funloving attitude. It's a homegrown, national treasure in India, where it was acquired by The
Coca-Cola Company in 1993. Limca continues to build a loyal following among young
adults who love the lighthearted way it complements the best moments of their lives.
The sharp fizz and lemoni bite combined with the single minded positioning of the brand
as the ultimate refresher has continuously strengthened the brand franchise.
Available in the following flavor: Lemon Lime.
Available in the following Sizes
Glass

PET
Can
500 ml, 1.5 L,
200 ml, 300 ml, 500
2
L,
2.25
L,330 ml
ml, 1000 ml
500 ml + 100 ml

38

Price
7,9,20,40,48

BrandName:Sprite
DrinkType:SoftDrink
Sprite: Introduced in 1961, Sprite is the world's leading lemon-lime flavored soft drink. Sprite is sold in more
than 190 countries and ranks as the No. 4 soft drink worldwide, with a strong appeal to young people.
In India, Sprite was launched in year 1999 & today it has grown to be one of the fastest growing soft
drinks, leading the Clear lime category. Millions of people enjoy Sprite because of its crisp, clean taste
that really quenches ones thirst. But Sprite also has an honest, straightforward attitude that sets it apart
from other soft drinks. Sprite encourages you to be true to who you are and to obey your thirst.

Available in the following flavor: Lemon Lime.

Available in the following Sizes


Glass
200 ml, 300 ml,

PET
Can
500 ml, 1.5 L,
2
L,
2.25
L,330 ml
500 ml + 100 ml

39

Price
7,9,20,40,48

Brand Name: Maaza


Drink Type: Soft Drink
Maaza: was launched in 1976. It is a soft drink that offers the same real taste of fruit juices and is
available throughout the year.
In 1993, Maaza was acquired by Coca-Cola India. Maaza currently dominates the fruit drink category.
Over the years, brand Maaza has become synonymous with Mango. This has been the result of such
successful campaigns like "Taaza Mango,Maaza Mango" and "Botal mein Aam, Maaza hain Naam".
Consumers regard Maaza as wholesome, natural, fun drink, which delivers the real experience of fruit.
Available in the following flavor: Fresh Mango.

Available in the following Sizes


Glass
200
250 ml

Tetrapak
ml,125
200 ml

ml,

PET

Price

1250 ml

7,9,18,22,42

40

Brand Name: Coca-Cola light


Drink Type: Soft Drink
Coca-Cola light: Coca-Cola light is for people who want no calories, but plenty of
taste.
It is the no. 3 soft drink in the world, which is known as Diet Coke in India.
Available in the following flavor: Cola.
It comes in a 500 ml Can Pack priced at Rs.25

41

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 life itself.
The importance of water can never be understated. Particularly in a nation such as India where water
governs the lives of the millions, be it as part of everyday rituals or as the monsoon which gives life to the
sub-continent.
Kinley water understands the importance and
value of this life giving force. Kinley water thus
promises water that is as pure as it is meant to be.
Water you can trust to be truly safe and pure.
Kinley water comes with the assurance of
safety from the Coca-Cola Company. That is why
we introduced Kinley with reverse-osmosis along
with the latest technology to ensure the purity of
our product.

42

PRODUCTS PROFILE OF COCA COLA


S.NO Product
Name

200ML

250ML

300ML

500ML

1.5 LIT

2.0LIT

TETRA

1.

Coca Cola

2.

Thums Up

3.

Vanilla Coke

4.

Diet Coke

5.

Limca

5.

Fanta

6.

Sprite

7.

Maaza

8.

Kinley Club
soda

9.

Kinley

10.

Sunfill

11.

Georgia gold

43

44

RESEARCH OBJECTIVE
The main objective of this project work was to study the market share of Coke Products
in the soft drinks market in Meerut Road, Murad Nagar and Modi Nagar .The main
purpose of this project work was to determine:
Find the total market share of Coke product in these areas in comparision of others.
To measure the satisfaction level of the retailers and dealers in respect of services,
advertisement and promotional activities.

To measure
the
availability
of

Coke

products.

Proper
visibility,
Fridge Purity, display of Coke products in the different Coke outlets.

SCOPE OF THE STUDY


Coca-Cola is one of the major players in the highly competitive carbonated soft drinks
market. The project includes only the Hindustan Coca-Cola Beverages. Ltd. company of
Ghaziabad.
Area of the study pertains to Coca-Cola Company only.
Studies conducted in for the months of May and June only.
45

The main purpose was to study the Market Share of Coke Product in Meerut Road,
Murad Nagar and Modi Nagar.

46

RESEARCH METHODOLOGY
A) MARKETING RESEARCH
Research methodology may be treated as the heart of the project, without a proper wellorganized research plan it is impossible to complete the project and draw conclusions and
proper result. This project was based on survey plan. The main objective of survey is to
collect appropriate data, which works as a base for drawing conclusion and getting results.
Marketing research is a systematic collection, analysis,
interpretation and reporting of marketing data to enable the marketing manager to solve the
marketing problems and opportunities. It is an objective study of problems undertaking
goods and services. It may be emphasized that it is not restricted to any particular area of
service but its applicable to all its phases and aspects. At this stage it may be worthwhile to
examine some definitions of Marketing Research.
The American Marketing association defined it as:
The systematic gathering, recording and analyzing of data about Problems relating
to the marketing of goods and services.
Systematic and objective search for analysis of information relevant to the
identification and solution of any problem in the field of marketing of goods and
services.
Therefore research methodology is the way to systematically solve the

research

problem. Research methodology not only talks of the methods but also logic behind
the methods used in the context of a research study and it explains why a particular
method has been used in the preference of the other methods

47

B) RESEARCH DESIGN
Research design is of key importance primarily because of the increased complexity in the
market as well as marketing approaches available to the researchers. In fact it is the key to
the evolution of successful marketing strategies and programmers. It is an important tool to
study buyer behavior changes in consumer life styles, consumption patterns, brand loyalty
and also focus market changes. A research design specifies the methods and procedures for
conducting a particular study.
According to Kerlinger, Research Design is the plan, conceptual structure and
strategy of investigation conceived as to obtain answers to research questions and to
control variance.
The types of research are:
I. Exploratory Research
II. Descriptive Research
III. Conclusive Research
The type of research adopted for the study is descriptive. Descriptive studies are
undertaken in many circumstances when the researcher is interested to know the
characteristics of certain group such as age, sex, educational level, occupation or income,
purchase frequency.
A descriptive study is necessary in cases when a researcher is interested in knowing
the proportion of people in a given population who have behaved in particular manner,

48

Making projections of a certain things, or determining the relationship between two


or more variables.
The objective of such study is to answer the who, what, when, where and how of the
subject under investigation. There is a general feeling that descriptive studies are factual
and very simple this is not necessarily true. Descriptive study can be complex, demanding
a high degree of scientific skill on the part of the researcher.
Descriptive studies are well structured. An exploratory study needs to be flexible in its
approach, but descriptive study in contrast tends to be rigid and its approach cannot be
changed every now and then. It is therefore necessary the researcher give sufficient thought
to framing research questions and deciding the types of data to be collected and the
procedure to be used this purpose. If he is not cause full in the initial stages, he may find
that either the data collected are inadequate or the procedure used to cumber some and
expensive.
The observation approach was adopted in the process by gathering the data
essential and material for the decision-making and with clear objective of increasing the
market share of Coca-Cola in the Ghaziabad market. Customer preferences and satisfaction
was also important in assessing the market share but the was very clear that customers
generally do not have loyalty towards the product in the Beverage industry rather what
matters the most is the product availability.
During the very initial days we were required to exercise Route Riding, the
objective of which was:

To understand the business strategy and analyze the


market scenario in its raw and basic form.

To gain an in depth knowledge of the merchandising and


processing activities of the Route Agents and understand
the Beverage market.
49

Route Riding is basically accompanying Coke Vans along with the route agents and
understanding the way they conduct merchandising activities right from the charged vans
leave the depot to the entry of empty vans back to the depot. The Route Riding is a crucial
phase because the actual dealing with the retailers and their dealing with the customers can
be very efficiently understood through this process which is important at all levels of
decision making in the industry.
The information so collected was required to be submitted and reported to the concerned
Sales Executive (SE) along with other information in order of their seriousness
AREAS INCLUDED FOR COLLECTING THE INFORMATION
MEERUT ROAD
MURAD NAGAR
MODI NAGAR

C) DATA COLLECTION METHODS


After the research problem we have to identify and select which types of data is to
research. At this stage, we have to organize a field survey to collect the data. One of the
important tools for conducting market research is the availability of necessary and useful
data. There for we would go for personal interview, as we need to collect details
information.
PRIMARY DATA
Primary data are the datas, which are collected for the first time. They are
collected from the Plant Office and Ghaziabad Depot- Kavi Nagar Industrial Area, of
Hindustan Coca-Cola Beverages Pvt Ltd and retail outlets of Coke through Survey,
observations and assessments.
For the Primary Data collection we have to plan the following important aspects:
50

I. Sampling Plan
II. Research Instrument
SECONDARY DATA
Secondary data means data that are already available i.e., they refer the data, which have
already been collected and analysed by someone else Secondary data may either be
published data or unpublished data. Usually published data are available in reports and
publications of various associations connected with business and industry. The sources of
unpublished data are many; they may be found in diaries, letters, unpublished biographies
and autobiographies and also may be available with scholars and research workers, trade
associations,
The companys website, Journals, Business Newspapers, Magazines, Coke Supervisors and
other published reports are the important sources of secondary data.

HYPOTHESIS:
Hypothesis is usually considered as the principal instrument in research. Its main function
is to suggest the new experiments and observations. In fact many observations are carried
out as the deliberate object of testing hypothesis. Decision-makers are generally interested
in testing hypothesis on the basis of available information and then take decision on the
basis of such testing.
As far as my project is concerned the hypothesis or the principal instrument was the
collection of data through different interview of Coke retailers, besides observation and
also by referring certain books. By collecting the required information and the data from
various sources regarding the topic by taking a specific sector, the assessments and the
observations are done and then reached to a final conclusions and findings. It also

51

indicates the type of data required and the methods to be used for data
analysis.
In my project I have taken two hypotheses to be proved incorrect. They are as following:

The Market Share of Coke Products are less in Meerut


Road, Murad Nagar

and Modi Nagar in comparision of

others Soft drinks.

Proper Visibility and Fridge Purity of Coke Products is not


maintained in the outlets.

52

53

54

SAMPLING PLAN
In sampling plan the following factors are considered

A) SAMPLING UNIT
The potential Coke Outlets, Provisional Stores, Restaurants, Grocery Stores, Eating and
Drinking Corners, Dhaba, Kiosks, stationary shops in Meerut Road, Modi Nagar and
Murad Nagar have been taken as sampling unit to concentrate and do an in depth study on
the concerned project title. The universe studied involves retailers in these areas.

B) SAMPLE SIZE
Sample size of the study is 150 Coke Outlets in Meerut Road, Murad Nagar and Modi
Nagar besides various small shops like those of Paan and Juice corners and PCOs.
C) SAMPLING PROCEDURE
In my project point of view I have taken mainly the method of
1) Survey of Outlet with the help of list which is provided by depot.
2) Personal interview by Questionnaire Technique
1) In the survey method first I made a Performa with the help of depot in charge Mr.
Deepak Malhotra, and on the basis of that I reached every outlet and feel that Performa
whatever, I seen their.

55

2) In the personal interview by Questionnaire Technique I usually gathered information


by face-to-face interviewing. In this survey method I saw that the respondent was shown
the exhibit and advertisement to give his personal opinion and attitude. In this method the
direct interaction on occurred with the retailers and I could collect the reliable information
from them. It had also cost disadvantage that's why some areas were difficult to covered.
RESEARCH INSTRUMENT
A structured non-disguised Shopkeeper Response Form/Questionnaire was developed as a
research instrument for collecting the desired information. All types of questions were used
while talking with the retailers and dealers of Coke soft drinks.

This is the most popular tool for the data collection. A questionnaire contains question that
the researcher wishes to ask his respondents which is always guided by the objective of the
survey. It also contains a suitable space where the answers can be recorded.
Questionnaire has been prepared in such a manner that the desired and
accurate information about the visibilility and acceptibility of the Coke
products is obtained.
A questionnaire is a method of obtaining specific information about a defined
problem so that the data, after analysis and interpretation, results in a better appreciation of
the problem. A questionnaire form, which has to be completed by an interviewer, is often
referred as schedule.
Probably the greatest advantage of the questionnaire method is its versatility. Almost
every problem of marketing research can be approached from the questionnaire
standpoint.

56

Questioning is usually faster and cheaper than observing. Interviewers have more
control over their data-gathering activities than do observers.
It is an impersonal technique and does not call for any special skills or training on
the part of the field investigators.

DISADVANTAGE OF QUESTIONNAIRE METHOD


Despite the fact that the questionnaire method is widely used in marketing research, it has
several important limitations.
Unwillingness of the respondent to provide information.
Inability of respondent to provide information.
Influence of questioning process.
Questionnaire can be administered to respondents who has considerable amount of
education.
Success and effectiveness mainly depends on the co-operation of the respondent.
Unintelligent answers or misinterpretation of any question by the respondent cannot
be corrected.
Non-response rate is very high.

57

CHANNEL OF DISTRIBUTION
THE DISTRIBUTION CHANNEL IN ALL OVER THE COUNTRY
IS DONE THROUGH THE CHANNEL SHOWN BELOW

COKE BOTTLING Co

WAREHOUSE

FOBODEALERS

RETAILERS

RETAILERS
CONVENTIONAL
OUTLET
NONCONVENTIONAL

CONSUMER

58

OUTLET

MARKETING STRATEGIES
It is more important to do what is strategically right than what
is immediately profitable. Kotler
Marketing Strategy serves as the foundation of a marketing plan. A marketing plan
contains a list of specific actions required to successfully implement a specific marketing
strategy.Without a sound marketing strategy, a marketing plan has no foundation.
Marketing strategies serve as the fundamental underpinning of marketing plans
designed to reach marketing objectives. It is important that these objectives have
measurable results.
A good marketing strategy should integrate an organization's marketing goals, policies, and
action sequences (tactics) into a cohesive whole.
The objective of a marketing strategy is to provide a foundation from which a tactical plan
is developed. This allows the organization to carry out its mission effectively and
efficiently and also in achieving its goals and objectives within the desired time period.
Marketing Strategy helps to achieve profits as a consequency of creating superior customer
value.A smart company makes money by satisfying customer needs better than its
competitors.
Cola Cola one of todays leading soft drink companies, has not only revolutionized the soft
drink industry with its creative marketing techniques and unforgettable taste, but for years
has dominated CSD industry as well. Cola Cola believes that commercial success depends
upon offering quality and value to consumers and customers; providing products that are
safe, wholesome, economically efficient, and environmentally sound while adhering to the
highest standards of integrity.
A marketing strategy is the logic behind achieving objectives for a brand.

59

MARKETING MIX OF COCA-COLA


The Marketing Mix is defined as a set of tools that a firm can 'mix' in order to produce the
response they want in the market. This covers everything from creating new TV
advertising through to designing new packaging. All these options can be gathered together
into four groups known as the '4Ps'.
The '4Ps' are:

While each of the 4Ps individually has significant power to influence consumer demand - it
is only by creating an effective 'mix' that great marketing campaigns can be created. In this
regard, it was the innovative choice of Marketing Mix made by Coca-Cola that helped
determine
the
success
of
their
product
launch.
PRODUCT
A product is any physical objector service, which is offered to the consumer to satisfy his/her
needs and want. Products that are marketed include Physicals goods, services, experiences,
events, Persons, Places, properties, organization, information, and Ideas. Coca-cola is
offering various type of products, soft drinks to its consumers to satisfy their need and want.
The Coke products consist of a totality of its attributes - everything from the taste of the
drink, through to the shape and size of the bottle. Proper size, weight, quality, packaging
and branding of the products are maintained.

PRICE
60

'Price' is what consumers pay to acquire a product. It is the most important element of the
marketing mix as it produces revenue. It communicates to the market the companys
intended value positioning of its brand. Pricing is completely cost-oriented i.e. the total
production cost incurred.
Coca-Cola offers its soft drinks to the consumers in various price ranges and sets its price in
relation to the value delivered and perceived by the customer. Price is set by determining
demand, estimating costs, analysing competitor costs, prices, offers.
A good price is one, which covers all the production; distribution cost and aims at
maximising the current profit and the companys market share. Coca-Cola uses price as a
strategic tool to ensure substantial profit and growth of the company along with achieving
complete consumer satisfaction.

PLACE
Ensure right product at the right place to ensure customer
satisfaction
'Place' is defined as the way in which a company makes a product or service available to
consumers. This includes all aspects of distribution as well as the manner in which items
are displayed in shops. In the soft drinks market shelf space is critical. If products cannot
be seen, they cannot be purchased. In order to guarantee itself adequate shelf space, Cocacola has gone to exceptional lengths. The availability of the product has been made easiest
to the consumer by the effort of the persons involved in distribution of this product; market
developers (M.D) that the product is now available everywhere in market.
At every level, the company takes great care to ensure that highest standards are met in
everything they do in their product, packaging, marketing and advertising, Coca-cola
strives for excellence because they think their customer deserves better quality products at
the right place on time. They ensure proper supply of the products at the right place
through proper distribution channels, transportation, warehousing and promising to work
towards improvements in the availability, accessibility and affordability of Coke products.
PROMOTION
The best promotion of the product is done by satisfied
customer.
Promotion includes all activities that communicate information about a product and its
merits to a target audience, and persuades them to buy. The Coca-cola for the marketing of
its product has adopted several promotional measures.
61

There are retail offers, which encourages the retailers to purchase more of Coke
products. The distributor selling the maximum quantity of Coca-cola is awarded
commission for his effort and there is also several alluring offers time to time.

The company incurs heavy expense on advertisements, banners, display and


visibility, hoardings, and sports related competition, road shows in order to promote
and boost up its sales.

Alluring scheme like in Thumps up, Coca cola, and Maaza. For increasing the
awareness about the superior quality of the product on-road shows are also
organized which gives a better opportunity for an effective demonstration about the
product, its advertising and maintaining public relations.

edium

Advantages

Newspapers

Flexible
Local Short
life
market coverage
reproduction

Television

Good mass coverage High costs Short term


Appealing to senses exposure

Direct Mail

Highly
selective High cost per delivery
Allows
'Junk mail' image
personalization

Internet

Low cost Interactive Low impact Audience


capabilities
control

Outdoor

Flexible Low cost

62

Limitations
Poor

No audience selection
Creative limitations

PROMOTION MIX

OFFERING MIX
COMPANY:
COCA-COLA

PRODUCTS
SERVICES

SALES
PROMOTION
ADVERTISING

PRICES

DISTRIBUTION

TARGET
CUSTOMER
S

CHANNEL
SALES
FORCE
PUBLIC
RELATIONS
TELEMARKETING
INTERNET

MARKETING-MIX STRATEGY

Thus, it is only by creating an effective mix that great marketing campaigns can be
created. In this regard, it was the innovative choice of Marketing Mix made by Coca-Cola
that
helped
determine
the
success
of
their
product
launch.
The main measure of success for a product launch is whether sales and market penetration
targets have been achieved. In this regard Coca cola has achieved outstanding success. The
company has sold number of bottles than had initially been budgeted.

63

64

COCA-COLA ADVERTISEMENT STRATEGY


ITS THE REAL THING
Advertising has played an important role in the success of Coke products since its first
newspaper ad in 1886, which read, Coca-Cola. Delicious! Refreshing! Exhilarating!
Invigorating! The Company uses advertising to trigger desire as often and in as many
ways as possible. Throughout the years, slogans for Coca-Cola have always been
memorable. Here are some highlights:
Fresh, creative and tasteful, advertising images for Coca-Cola have always set a high
standard of quality for other products around the world.
The Company recognizes that Coca-Cola belongs to the
billions of consumers in every corner of the globe who have chosen it as their favorite soft
drink. Coca-Colas advertising reflects that special relationship, between consumers and
the simple moments of pleasure they have come to associate with Coca-Cola
INDIAN ADVERTISING AWARD
In India, the Companys thrust has always been on reaching the core of the consumers
heart through advertising excellence. In fact, Coca-Cola has produced some of the most
memorable campaigns of the times. Consequently, in early 2003, Coca-Cola India
collected Advertiser of the Year and Campaign of the Year awards for the Thanda Matlab
Coca-Cola all-media campaign.
There is a very high degree of competition in the soft drinks market
because the consumers are not truly brand loyal, thus it becomes a great challenge for a
soft drinks company to place and position its product in an effective manner so that it can
achieve the required attention and thus influence the consumers buying behavior. In order
to promote its product has roped in many sports and filmy icons, Uelebrities to get the
desired appeal, trust and faith of the Indian consumer.
Due to this consumers across the globe choose Coca-Colas brand of refreshment more
than a billion times every day because Coca-Cola is
The Symbol of Quality
Customer and Consumer Satisfaction
A Responsible Citizen of the World
Coca-Cola has successfully designed its advertising strategy, which is quiet visible with
the extent of market share and the trust and excellence enjoyed by the Coca-Cola in the
soft drinks segment in India. Some of its products brand ambassadors areADVERTISEMENTS
65

AMIR KHAN
COCA-COLA

AISHWARYA RAI
COCA-COLA

KATRINA KAIF

VIRENDRA SEHWAG
COCA-COLA

RAJYAVARDHAN S.R
COCA-COLA

AMIR KHAN

BRAND AMBASSADORS

66

RANI MUJKERJI
FANTA

RAJPAL YADAV
THUMS-UP

HRITHIK ROSHAN

AISHWARYARAI
COCA- COLA

AKSHAY KUMAR
THUMS-UP

67

AMIR KHAN
COCA-COLA

RANI MUKHARJEE
FANTA

68

AWARDS AND RECOGNITIONS


A) AWARDS FOR BRANDS

Coca-Cola and BonAqua awarded "Best product of the year" in "soft drinks" and
categories respectively by the National Trade Association of Russia (2005)

"water"

Coca-Cola named New Zealand's favorite carbonated soft-drink brand (Consumer's


Choice Awards for top selling supermarket brands, ACNielson)
For fourth consecutive year, Coca-Cola ranked #1 in BusinessWeek/Interbrands annual
ranking of the worlds strongest brands, 100 Best Global Brands
For fifth consecutive year, Coca-Cola achieved platinum status in Reader's
Super Brands Survey of Asia's favorite soft drinks

Digest

Coca-Cola.com and CokeMusic.com recognized by the Web Marketing Association:


Coca-Cola.com as "Outstanding Web site" and CokeMusic.com as "Best Online
Community Web site" (2003)

Coca-Cola ranked as the strongest, best-known brand in the U.S. (2002)

B) AWARDS FOR ADVERTISING

Coca-Cola India won EFFIE Gold for second year running for "Paanch Matlab Chotta
Coke" campaign (EFFIES 2004)

Coca-Cola India received Gold Award at Promotion Marketing Awards of Asia (PMAA)
for "best use of interactive media" with www.myenjoyzone.com

Radio spot "Quarrel" for Coca-Cola advertising campaign in Bangladesh, "Dil Thanda
To Duniya Thanda," received Best Radio Campaign award at Sangbad Protidin Srijon
Samman 2003 (Awards for Excellence in Bengali Advertising 2003). Television ad
received second runner-up award.

Coca-Cola India awarded "The Advertiser of the Year" and "Campaign of the Year" for
"Thanda Matlab Coca-Cola" campaign (Advertising Agencies Association of India)

69

70

AWARDS TO COMPANY
For third year in a row, Coca-Cola India received Delhi government's Bhagidari Award in
recognition for corporate contributions to civic life
Hindustan Coca-Cola Beverages Private Limited (HCCBPL) units received recognition
for environmental initiatives.
Coca-Cola India's Jaipur plant received compliance award from Rajasthan Government
for "zero default and 100 percent compliance"
Hindustan Coca-Cola Beverages Pvt. Ltd. received Best Management Award in the
State by government of Andhra Pradesh for people management practices
Coca-Cola India placed in top ten of most respected companies survey (Business world,
India's only business weekly)
The Coca-Cola Company placed first in Food and Beverages segment of "World's Most
Respected
Companies
Survey
2004"
and
fifth
overall
(Financial
Times/PricewaterhouseCoopers)
Hindustan Coca-Cola Beverages in India honored as "best private company" in the state
by Government of Tamil Nadu for providing employment opportunities to physically
challenged people
Hindustan Coca-Cola Beverages Dasna plant in India received Golden Peacock
Environment Management Award 2004
The Coca-Cola Company named fourth in ranking of top multinational companies in
Asia-Pacific region (2002 survey by Far Eastern Economic Review (FEER), Hong
Kong)
Worlds Most Socially Responsible Company, according to 20-country
consumer
survey by the Chilean branch of Market & Opinion Research International (MORI)
2001 Corporate Citizenship Award from the United States Chamber of Commerce for
working with Reading is Fundamental (RIF) to improve literacy across the United
States

71

COCA-COLA QUALITY SYSTEM


The Coca-Cola Quality System (TCCQS) is Coca-Colas branded quality management
system. developed by a global, cross-functional team and endorsed by senior management
of The Coca-Cola Company along with its top bottling partners, it is the framework
around which the Coca-Cola system coordinates and guides its activities, drives continuous
improvement and relentlessly strives for quality in everything we do.
This third evolution of TCCQS supports the four principles of Coca-Colas corporate
citizenship framework -- providing quality in the marketplace, enriching the workplace,
strengthening the community and preserving the environment. The quality system reflects
its integrated approach to managing quality, the environment and health and safety.
SYSTEMS & EXPECTATIONS
Four publications govern the management of Coca-Cola activities regarding quality,
environment and safety. The Quality Management System Standard, Environmental
Management System Standard and Safety Management System Standard are aligned
against the same 14 Elements that guide the management routines in these key areas. The
Supplier Expectations publication plays a critical role in managing Coca-Colas upstream
quality efforts by enabling its suppliers to consistently deliver against one well-defined set
of expectations.
INTERNATIONAL STANDARDS
SGS-ICS (Socit Gnrale de Surveillance - International Certification Services) and
LRQA (Lloyd's Register Quality Assurance), internationally recognized registrars,
benchmarked TCCQS - Evolution 3 against quality (ISO 9001:2000), environmental (ISO
14001:1996), and occupational health and safety (OHSAS 18001:1999) standards. They
found TCCQS - Evolution 3 to meet the requirements of all three.
TCCQS - Evolution 3 was constructed with the intent of embodying the management
system requirements of the Global Food Safety Initiative (GFSI) Guidance Document,
Third Edition January 2003:(Part II) - Requirements for a conforming Food Safety
Standard (Key Elements), and to stay current with the most stringent, up-to-date global
requirements governing food safety.

72

73

ANALYSIS AND DATA INTERPRETATION

Graph is taken by times of India news paper

74

75

Taken by HT Times

76

By Business Economic

77

By Out Look magazine

78

By business news magazine

Ques-10) Are you satisfied with the advertisement and promotional activities of Coca- Cola
in comparison of others? a) 100%
b) 80%
79

c) 50%

Not Satisfied

Slightly Satisfied

17%

15%

68%

Fully Satisfied

Lack of Proper Information16.50%

Adequately Trained

83.50%

20.00%
0.00%

60.00%
40.00%

80

100.00%
80.00%

81

Taken by food magazine

PROPER VISIBILITY AND DISPLAY OF COKE PRODUCTS

17%

Maintained

Not Mintained

84%

82

FRIDGE PURITY OF COKE

coca cola

6.6 2.2

thumps11
up

limca26.66
sprite

fanta

maaza

13.33
kinley

17.77

22.22

From the graph we observed that the sales of the coca cola brand is stand no.1 position followed by the
thumps up ,limca , sprite , fanta, maaza , and the sale of the kinley drinking water is less.

83

According to my survey with this questionnaire and Performa in Meerut Road, Murad Nagar and
Modi Nagar, I found that the market share of Coca Cola in comparision of others was 65 : 35

84

85

FINDINGS
Some of the important findings and observations have been listed below:
i.

The most important and satisfying observation was that, COCA-COLA had
approximately 65% market share in the soft drinks market in Meerut Road, Murad
Nagar and Modi Nagar.

ii.

Soft drink businesss behavior is not governed by brand loyalty so the availability
of the right brand, at the right place, at the right time is the key for winning
consumer in soft drink business.

iii.

The present distribution system of COCA-COLA is the best in these areas and is
one of the major strengths of COCA-COLA. The enhancement in the distribution
network would definitely increase the market share of COKE.

iv.

The
retailers
played a very
critical role in
incrementing
the
sales
volume of the
product and the
had to be kept
satisfied
in
order
to
increase the market share by offering better schemes, discounts, display materials
such as VISIs, racks, counter, signage, wall paintings and better amount for
purchase of shelf space for display

v.

The cut throat competition between COKE and PEPSI had lead to a never ending
cola war and price war which has brought down the profit margins which is one of
the major grievances apart from the common complains pertaining to schemes,
incentives and display materials.

vi.

The repair and maintenance and also replacement facilities of the company are not
very effective as retailers face problem due to impaired stabilizers, cooling capacity
of the fridges and the damage product.

86

MAINTAINING DISPLAY AND VISIBILITY OF PRODUCTS


The company is working very hard to maintain the visibility and display of its
products. It is providing all sorts of services and facilities to the potential retailers of
Coke to boost up its sales as it faces intense competition from its archrival Pepsi. To
ensure proper visibility and display of its products, the Coca-Cola is providing:
VISI COOLERS
ICE COOLERS
DISPLAY STANDS
BANNERS AND POSTERS
BRAND PACK STICKERS
BOTTLE HANGERS
DISPLAY RACKS
INCREASING SERVICES OF MARKET DEVELOPERS
The company aims to increase the market share by offering better
schemes, discounts, display materials such as VISIs, racks, counter, signage, wall
paintings and better amount for purchase of shelf space for display. All the above
services and facilities have helped in elevating the sales of the coke dealers and
retailers and ultimately of Coca-Cola.
MAINTAINING FRIDGE PURITY
The company faces a very big challenge in maintaining its fridges pure all the time
especially in such hot summer conditions because the shopkeepers often do not show
their loyalty towards the company. They normally place all products, which are prone
to spoil due to unwanted temperatures.
87

In my survey, in certain areas I found several unwanted milk products like milk, curd,
butter and also several brands of Pepsi. Such incidents have been on a decline now
due to the regular visits of market developers, offical visits. They ensure that only
Coke products arte filled in the Coke fridges.
In India 85% of the soft drink sale comes in the month
of April, May and June. In the unbearable hotness in these summers when consumer
looks for a soft drink to quench their thirst, first they look for their favorite brands.
But in the absence of that brand they generally shift to a related product.

88

89

SWOT ANALYSIS
Swot analysis provides information that is helpful in matching
the firms resources and capabilities to the competitive
environment in which it operates. As such it is instrumental in
strategy formulation and selection as it is based on its
strengths, weakness, opportunity and threats.
Swot analysis is basically used as an important technique
through which a company can know its positive features and
can overcome its negative aspects by properly scanning the
business environment in which it operates.
The Swot analysis of Coca-Cola can be done as follows
STRENTHS
A firms strengths are its resources and capabilities that can be used as a basis for
developing competitive advantage. The strengths of Coca-Cola can be listed as following:
The company has a large product profile providing almost all the flavors preferred by
the consumer.
The products are available in different types of packs that can be easily accessed and
handled.
Coke has a wide reach and penetration in the market as it has a favorable access to
distribution networks.
Coke provides OYA scheme of brand name product so every retailer doesnt keep
hesitation to open new out let because they have thought not only the best chilling but
also happy life of OYA (Own Your Assets).

90

The supply and demand of various products is constantly monitored in regular intervals
by every depot head so the retailers get timely supply of Coke products from the
distributor.

Coke posses a good infrastructure including the transportation vehicles, which assist in
widening its reach
It enjoys a strong brand preference and reputation among the customers.
The supply of the products by the company depot to the retailers is quick and on time at
the required time due to good infrastructure facilities.
The company provides a wide range of services with the help of its educated sales
executives, market developers and repair and maintenance facilities.
The company is offering various facilities to its customers to promote proper display
and visibility of its products.
WEAKNESS
The absence of certain strengths may be viewed as a weakness of the Coca-Cola. They can
be stated as The distribution network of the company is weak as salesman start working late in the
morning
The company has insufficient indirect reach.
Company does not provide the requisite training to its salesmen to handle all the queries
of the retailers.
91

Company emphasizes more on distributor so every scheme goes to in hand of


distributor so retailer gets frustrated.
As per the response of some retailer company dos not provide much offers and scheme
and also lesser in profit margin in comparison to other brands.
OPPORTUNITY:
Proper external environmental analysis may reveal certain new opportunities for growth
and profit of Coca-Cola that can be listed as follows High growth rate of Soft Drink market.
Coke can modify the packs for its products that can be easily handled by the consumers
making it look more attractive and refreshing.
Introduction of a new product/flavor can create a wide area of the market.
The company can increase its reach by increasing the number of empties in the market.
The company should provide few things with its pet bottles to attract consumers, which
will help to promote its sales just like Pepsi.
THREATS:
The aggressive nature of the competitors is the main threat to the company.
Others competitor provides a wide range of schemes to the retailers, which diverts their
preference, as they are interested only in profits.

92

The distribution network of its competitors is more flexible.


The company faces a strong competition from Pepsi besides other juice manufacturing
companies like Dabur, Priya Gold.
Retailers problem arent solved fast on time, so retailers face problem during the season
and next time they stand at a chance to switch over to its competitor

93

INDIAN FAST FACTS :


POPULATION: 1 billion.
SHARE OF SALES: The Company leads the CSD market with nearly 60 percent share
of the soft drink sales.
ANNUAL PER CAPITA CONSUMPTION: Nine (eight-ounce servings).
SYSTEM EMPLOYMENT: Approximately 10,000 people.
SYSTEM INVESTMENT: More than US$1 billion since 1993

OVERALL MARKET SHARE


1. COCA-COLA

58.9%

2. PEPSI CO.

30.9%

3. OTHERS

10.2%

BREAKDOWN OF MARKET SHARE


1. COCA-COLA

20.6%

2. PEPSI COLA

14.5%

3. DIET COKE

8.5%

4. MOUNTAIN DEW

6.3%

5. SPRITE

6.2%

6. DIET PEPSI

5.9%

7. 7-UP

2.3%

FOUNTAIN SALES
94

(FOUNTAIN SALES ARE CREDITED FOR 27% OF SODA SALES)


1. COCA-COLA
65%
2. PEPSI COLA
23%

LIMITATIONS OF THE STUDY


In this section I would like to point out the main limitations of this project work. Time, first of
all was a big limiting factor due to which a wider sample could not be studied and a wider
geographical area could not be accessed.
Two months is a very short span of time, during which a management student cannot
become expertly proficient in his area of interest, so this span of time may be extended further
so as to allow the student to gain proficiency in his area of discipline.
The size of the data is not sufficient for marketing research; some time it doesnt give relevant
or valid results.
I also didnt have enough information regarding the competitive brands, like their price
strategies, facilities and services etc.
Future market research should be made with more number of samples. Unless there is another
it is quite difficult to give a comparative picture of the company.
Although limitations are part of every study it has been tried to minimize them.

95

96

CONCLUSION
Coke versus Pepsi has been one of the highest-profile, highest-stakes marketing
confrontations witnessed in any industry: "the cola-wars"- the only war where no one gets
hurt. Coke has been winning the overall battle, but Pepsi does have its victories.
Internationally Coke's market share increased to 49.2% last year compared to Pepsi's rate,
flat at 15.7%. Coke sold $12.7 billion worth of products internationally, while Pepsi's
totaled $3.2 billion. From this Coke pockets $.30 for every dollar, compared to Pepsi of
less than $.07 per dollar.
The soft drink industry has been engulfed by an ongoing cola war stemming from a
long-time battle between Coca-Cola and Pepsi Co which competes with Coke in most of
criterias. After completing all the market survey and analyzing the strengths, weakness,
opportunities and threats of the company it can be concluded that, Coca-Cola still
maintains itself as the premium brand in the soft drinks category.. Established in 1886 and
1889, Coca-Cola and Pepsi Co., respectively, were among the first soft drinks invented and
their popularity grew rapidly. By the 1930s, Coca-Cola appeared on over 20,000 walls,
160,000 billboards, 5 million soda fountain glasses and 400 million newspaper and
magazine advertisements (Secret Formula p. 206). When the war (Second World) ended,
the Coca-Cola Company had sixty-three overseas bottling plants in operation in venues as
far-flung as Egypt, Iceland, Iran, West Africa and New Guinea.
Coca-Cola is known in the marketing world as a convenience product, one that is
purchased without much consideration. Most consumers are happy with the 200 ml pack
size of cola at present since it is more affordable and packs as much cola as most people
want to consume in one go. And consumer satisfaction is evident from the fact that the soft
drink industry has been registering over 20 per cent volume growth across the first six
months of this year
Coca-Cola is trying hard to have its colas available in as many locations as possible,
and is recognizing the concepts, which are becoming more important in marketing the
products and their attributes like color, product attractiveness, visibility, and display
quality. Making billions from selling carbonated/colored/sweetened water for over 100
years, Coke had emerged as truly global brand.
.

97

Coca-Cola India is among the countrys top international investors, having invested more
than US$ 1 billion in India within a decade of its presence
The drinks, its flavors and the advertising campaigns of Coca-Cola have significant impact
on the consumers, sellers and thus its products remain the first choice all the time in the
soft drinks category. Coca-Cola has 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. The company still has many
opportunities to increase its reach and penetration in the market and become the market
leader in the soft drink industry
The soft drink industry has been growing at high double digit growth rates but the
value growth has been hit, the current pricing strategy is unsustainable in the long run,
given the present taxation structure. This difficulty is due to the government's inability to
slash the eight per cent special excise duty soft drinks attract. Together with the 16 per cent
excise and an average 14 per cent sales tax, the economics of lower price points were
getting skewed. Coca-Cola India has made significant investments to build and continually
consolidate its business in the country, including new production facilities, wastewater
treatment plants, distribution systems and marketing channels.

Proper fridge purity is maintained by the market developers of Coke and the
customers are extremely satisfied with the product availability and services of the
company. All the above services and facilities have helped in elevating the sales of the
coke dealers and retailers and ultimately of Coca-Cola.Thus, after performing the data
analysis we can conclude that the visibility and display of Coke products, Fridge Purity is
properly maintained, hence both the hypothesis prove out to be wrong.
The company is working very hard to maintain the visibility and display of its
products. It is providing all sorts of services and facilities to the potential retailers of Coke
to boost up its sales as it faces intense competition from its archrival Pepsi. To ensure
proper visibility and display of its products, the Coca-Cola is providing visi coolers, ice
coolers, display stands, banners and posters, brand pack stickers, bottle hangers, display
racks, increasing services of market developers.

98

99

SUGGESTIONS AND RECOMMENDATIONS


As per as the analysis is concern, the conclusion shows that
the market share of the Pepsi is lesser than Coke .so to
overcome from this situation if the company opted these
suggestions then it may be possible that company can increase
its market share as compared to its competitors.
Company should watch all the strategy of competitors so that new retailer will not
switch to other.
The sales people of the company should be provided with adequate and timely
training so they can handle the retailers properly.
The company should improve the distribution network to increase it reach and
availability on time in some areas of Modi Nagar and Murad Nagar.
Profit margin of Pet bottles should be increased as compare to the Pepsi to attain
more response of the retailers.
The margins of the dealers should be increased, as they are more interested in
margins as compared to irregular schemes.
Company should provide more offer and schemes to its customers to increase its
sales over Pepsi and others and should be rewarded in the form of free gifts to
ensure brand loyalty.
The company should provide more schemes to the dealers and for implementing
this they should be taken into consideration.
The company should fill the gap in the market to capture the major share.
Quality department should be more active, as there are few complaints of different
tastes Coke in different areas.
Company schemes should go in hand of retailer so that these things can motivate
them and should improve upon its repair and maintenance services
There should be increased contact between the shopkeepers and the concerned
heads so that problems can be quickly sort out.

100

101

APPENDIX

Agra sales and marketing services Pvt. Ltd


QUESTIONNAIRE
Name..Age
Qualification...Add...
Q1. Do you know Coca Cola Company?
(1) Yes
(2) No
Q2. Are you easily sell the product of coca cola?
(1)

Yes
(2) No

Q3. Are
sell the
coca

you easily
all brand of
cola?

(1)

Yes
(2) No

Q4. Which company do you prefer?


(1) Cola

(2) other

102

103

BIBLIOGRAPHY

BOOKS REFERED

MARKETING :
RESEARCH METHODOLOGY :
MARKETING RESEARCH :
MAGAZINE :

PHILIP KOTLER
KOTHARI
HARPER BOYD
BUSINESS WORLD

WEB SITES
www.coca-cola.com
www.coca-cola india.com
www.Google.com
News paper
Times of India
HT Times
Indian Express
India economic
Magazine
Outlook
Food magazine
Indian Business

104