MARKET SURVEY OF BRAND

AVAILABILITY IN THE MARKET / MARKET

SHARES

IN

LUCKNOW UP (E)

Submitted by

Bhaskar Singh
MBA IIIrd Sem,
Enrollment No :A7001909093
Specialization: Marketing and HR

Under guidance of:

Industrial Guide Faculty Guide

Vyom Srivastava Mr.Sarveshwar Pandey

RTM Manager FacultyABS

SUMMER INTERNSHIP REPORT IN PARTIAL FULFILLMENT OF THE AWARD OF FULL

TIME MASTERS IN BUSINESS ADMINISTRATION(2009-2011)

AMITY BUSINESS SCHOOL,AMITY UNIVERSITY UTTAR

PRADESH LUCKNOW

1
 DECLARATION

I hereby certify that the work which is being presented in the project entitled, “Market
survey of brand availability in the market / market shares” in partial fulfillment of the
requirements for the award degree of Master of Business Administration at AMITY
BUSINESS SCHOOL, AMITY UNIVERSITY,UTTAR PRADESH,LUCKNOW , is an
authentic record of my own work carried out under the supervision of Mr.Sarveshvar
Pandey, faculty, ABS, Lucknow.

The matter presented in this Project Report has not been submitted by me for the award of
any other degree of this or any other University.

Bhaskar Singh

This is to certify that the above statement made by the candidate is correct and true to the
best of my knowledge.

Mr. Sarveshvar Pandey

Faculty, ABS Lucknow

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 STUDENTS CERTIFICATE

Certified that this report is prepared based on summer internship project undertaken by
me in (name of company) COCA-COLA, Lucknow from 03rd May 2010 to 06th July 2010,
under the able guidance of Mr. Vyom Srivastav,RTM Manager,in partial fulfilment of the
requirement for award of degree of MASTERS IN BUSINESS ADMINISTRATION
(M.B.A) GENERAL from Amity University Uttar Pradesh.

Date: ___________________

Signature Signature Signature

Name_______________ Name_________ Name ___________
Student Faculty Guide Course Director

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 ACKNOWLEDGEMENT

The project on “Market survey of brand availability in market / market shares” is possible
not only due to my work. There were certain other people involved without whose support
this project would not have been possible. They provided me the kind of backing up that
one requires for successful completion of task.

This project in itself is an acknowledgement to the inspiration, drive and valuable

guidance contributed to it by Prof. R.P Singh, Director of Amity Business School

I am highly obliged and grateful to Mr. Sarveshvar Pandey (Faculty Member & Internal
Guide) for providing me with valuable advice and endless supply of new ideas and
support for this project.

I express my sincere gratitude towards Mr. Vyom Srivastav my project guide, whose
valuable guidance, constant interest and encouragement have helped me in successfully
completing the project and who provided practical exposure for the project and her
valuable guidance during the project work.
.
I am also thankful to all the respondents who spared their valuable time in filling up the
questionnaire and helped me in analysis and successful completion of the project.

My special thanks to CRC Dept. (MBA program, ABS) for priceless guidance and it goes
without saying that without their support this project would not have been possible.

(Bhaskar Singh)

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 PREFACE

It gives me an immense pleasure to put my project on “Market survey of brand

availability / market shares”. This project is made after a thorough study on the
environment and working atmosphere in the Coca cola situated Sitapur Road, Ring Road
in Lucknow.

It is difficult for a common man to understand each and every aspect of the organization. I
have tried to present it in a lucid manner through the language of common man so that
everyone may understand the complications in practice. Complications of the project have
been made clear by suitable data wherever necessary.

My study is based on Market sevey brand availability / market shares as a lot of effort is
made by the Finance and Account department for meeting out the obligations like proper
identification and classification of assets , movement of assets , accurate measurement &
recording of cost to be capitalized & depreciated etc. for proper working management.
In all my modesty, I wish to record here that a sincere attempt has been made for the
presentation of this report. I also thrust that this study will not only prove to be of an
academic interest but also will be able to provide an insight into the area of working in an
organization.
-BHASKAR SINGH

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 LIST OF CONTENTS

No. Particulars Page No

1. Synopsis of the report 8

2. Objective of Study 9

3. Chapter I

Introduction to Topic 10-60

4. Chapter II 61-88

Introduction of Company

• About company
• History of Coca-cola
• Organizational structure
• Principles & vision of Company
• SWOT Analysis

5. Chapter III 89 -108

• Research Design
• Method of Data Collection
• Data Analysis
• Limitation Of Study

6. Chapter IV 109-115

• Findings

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 • Conclusion
• Suggestion & Recommendation

7. Annexure 116-119

• Questionnaire
• Bibliography

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 SUMMARY OF THE REPORT

The project directly deals with the growth potential of available brands of soft drinks in
the market and shows the market share of each of available brands. So the study is in the
following manner:
• If the market share of brands of Coca Cola is less than that of its rivalry brands then
the project gives a platform to the company to develop an improved marketing and
distribution plan which could boost up sales.
• The project also deals with the distribution efficiency of Coca Cola with reference to
its products and so if the company is having loopholes in its distribution system then
that could be improved by studying this project report.
• The project also deals with the competitive characteristics of available juice products,
and other carbonated products in the market and so this project would help the
company to know its products core competencies and competencies of its rivalries.
These competencies are measured through the following parameters and these are
Pricing, Availability, Service, Taste and Preference of consumer pack.

The project is also deals in the following manner:

• The project directly deals with interaction of author with different levels and kinds of
people. So this project helps him to understand the corporate communication system.

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 OBJECTIVE OF STUDY

1. To know about the popularity & consumption level of coca cola as a brand.

2. To know about the taste & various cold drink under the name of coca cola.

3. To know about the preference of people for different cold drink.

4. To know about the reason to dislike any particular cold drink.

5. To know about the services provided by the agencies or shops.

6. To know about the most consumable quantity & packing.

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 CHAPTER I
THEORETICAL PRESENTATION OF THE TOPIC

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 INTRODUCTION

The meaning of brands

Brands are a means of differentiating a company’s products and services from those of
its competitors.

There is plenty of evidence to prove that customers will pay a substantial price premium
for a good brand and remain loyal to that brand. It is important, therefore, to understand
what brands are and why they are important.

Macdonald sums this up nicely in the following quote emphasizing the importance of
brands:

“…it is not factories that make profits, but relationships with customers, and it is
company and brand names which secure those relationships”

Businesses that invest in and sustain leading brands prosper whereas those that fail are left
to fight for the lower profits available in commodity markets.

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 Graph 1: Product Differentiation

What is a brand?

One definition of a brand is as follows:

“A name, term, sign, symbol or design, or a combination of these, that is intended to

identify the goods and services of one business or group of businesses and to differentiate
them from those of competitors”.

Interbrand - a leading branding consultancy - defines a brand in this way:

“A mixture of tangible and intangible attributes symbolized in a trademark, which, if

properly managed, creates influence and generates value”.

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Three other important terms relating to brands should be defined at this stage:

Brand equity

“Brand equity” refers to the value of a brand. Brand equity is based on the extent to
which the brand has high brand loyalty, name awareness, perceived quality and strong
product associations. Brand equity also includes other “intangible” assets such as patents,
trademarks and channel relationships.

Brand image

“Brand image” refers to the set of beliefs that customers hold about a particular brand.
These are important to develop well since a negative brand image can be very difficult to
shake off.

Brand extension

“Brand extension” refers to the use of a successful brand name to launch a new or
modified product in a new market. Virgin is perhaps the best example of how brand
extension can be applied into quite diverse and distinct markets.

Brands and products

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Brands are rarely developed in isolation. They normally fall within a business’ product
line or product group.

A product line is a group of brands that are closely related in terms of their functions and
the benefits they provide. A good example would be the range of desktop and laptop
computers manufactured by Dell.

A product mix relates to the total set of brands marketed by a business. A product mix
could, therefore, contain several or many product lines. The width of the product mix can
be measured by the number of product lines that a business offers.

For a good example, visit the web site of Hewlett-Packard (“HP”). HP has a broad
product mix that covers many segments of the personal and business computing market.
How many separate product lines can you spot from their web site?

Managing brands is a key part of the product strategy of any business, particularly those
operating in highly competitive consumer markets.

The American Marketing Association (AMA) defines a brand as a "name, term, sign,
symbol or design, or a combination of them intended to identify the goods and services of
one seller or group of sellers and to differentiate them from those of other sellers.

Therefore it makes sense to understand that branding is not about getting your target
market to choose you over the competition, but it is about getting your prospects to see
you as the only one that provides a solution to their problem.

The objectives that a good brand will achieve include:

• Delivers the message clearly

• Confirms your credibility
• Connects your target prospects emotionally
• Motivates the buyer

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• Concretes User Loyalty

To succeed in branding you must understand the needs and wants of your customers and
prospects. You do this by integrating your brand strategies through your company at
every point of public contact.

Your brand resides within the hearts and minds of customers, clients, and prospects. It is
the sum total of their experiences and perceptions, some of which you can influence, and
some that you cannot.

A strong brand is invaluable as the battle for customers intensifies day by day. It's
important to spend time investing in researching, defining, and building your brand. After
all the brand is the source of a promise to your consumer. It's a foundational piece in your
marketing communication and one you do not want to be without.

Branding is used to create emotional attachment to products and companies. Branding

efforts create a feeling of involvement, a sense of higher quality, and an aura of intangible
qualities that surround the brand name, mark, or symbol.

Successful branding efforts build strategic awareness where people not only recognize
your brand, but they also understand the distinctive qualities that make it better than the
competition. Branding is more important today than ever due to ever-increasing
advertising clutter, media fragmentation, the commoditization of products, and the
seemingly limitless choices we are offered in just about every product category.

As marketers, we need to work hard to ensure that we are offering our customers strong
brands that are clearly differentiated and that offer clear, real value and unique benefits.
The need for branding has never been greater.

IMPORTANCE OF BRANDING

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• A strong brand influences the buying decision and shapes the ownership experience.
• Branding creates trust and an emotional attachment to your product or company. This
attachment then causes your market to make decisions based, at least in part, upon
emotion-- not necessarily just for logical or intellectual reasons.
• A strong brand can command a premium price and maximize the number of units that
can be sold at that premium.
• Branding helps make purchasing decisions easier. In this way, branding delivers a
very important benefit. In a commodity market where features and benefits are
virtually indistinguishable, a strong brand will help your customers trust you and
create a set of expectations about your products without even knowing the specifics of
product features.
• Branding will help you "fence off" your customers from the competition and protect
your market share while building mind share. Once you have mind share, you
customers will automatically think of you first when they think of your product
category.
• A strong brand can make actual product features virtually insignificant. A solid
branding strategy communicates a strong, consistent message about the value of your
company. A strong brand helps you sell value and the intangibles that surround your
products.
• A strong brand signals that you want to build customer loyalty, not just sell product. A
strong branding campaign will also signal that you are serious about marketing and
that you intend to be around for a while. A brand impresses your firm's identity upon
potential customers, not necessarily to capture an immediate sale but rather to build a
lasting impression of you and your products.
• Branding builds name recognition for your company or product.
• A brand will help you articulate your company's values and explain why you are
competing in your market.

QUALITIES OF A SUCCESSFUL BRAND

Core Elements Description Example
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Competents

A product or service must fulfill its promise and ensure the delivery of high-quality
services are aligned with the company/organizations vision, and delivered with genuine
commitment to customer satisfaction.
Dell Inc. provides consumers with the most effective computing solutions to meet their
needs. As a result, Dell has become an industry-leader.

Core Elements Description Example

Clear

A strong brand is clear about what it is and what it is not Volvo is clear about it’s
commitment to safety. Their brand is not about speedy sports cars, small economy cars, or
luxury cars, but about safety and the people you care to keep safe.

Compelling

A brand is appropriate for and interesting to its target audience. If not, it is ineffective and
useless. BMW is focused on providing the ultimate driving experience for its luxury-
performance automobile consumers

Consistent

Brands are always what they say and who they are to bolster their brand attributes. Wal-
Mart has been consistent branding itself as a low-cost retailer with a pledge to customer
service, and satisfaction.

Constant

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Brands are always visible to their customers and prospects. Coca-Cola is the world’s most
recognized brand with its trademark bottle shape and dynamic ribbon below the Coca-
Cola

Connected

A brand connects to appropriate communities, affiliations, and partnerships. Establishing

and maintaining a network of partners, intermediaries, and customers is important.
Organizations should develop relationships that can reinforce their brand. The United
Way of America has established and built partnerships with government, schools, 211’s,
National Football League, and other organizations that have reinforced their focus on
community building.

Committed

Brands are not a one-time event; it is not about fads, but built over time and requires
steadfast commitment to ensure long lasting success. Brands build value over time
through consistently living the
Brand promise. The strongest brands in the market have either been around for a long
time, such as Coke and IBM. Or they have set the stage to be here for a long time, such as
Amazon and Microsoft).

Current

A brand is based on current needs with room to meet new and/or different needs in the
future.

STRATEGIES OF COCA-COLA

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In order to achieve this mission, Coca Cola create value for all the constraints it serve,
including consumers, customers, bottlers, and communities. The Coca Cola Company
creates value by executing comprehensive business strategy guided by six key beliefs:
1. Consumer demand drives everything Coca Cola do.
2. Brand Coca Cola is the core business
3. Serve consumers a broad selection of the nonalcoholic ready-to–drink beverages they
want to drink through out the day.
4. Be the best marketers in the world.
5. Think and act locally.
6. Lead as a model corporate citizen.
The main strategies discussed here are as follows:
• Strategic Planning
• Strategies of Quality
• Expanding Target Market
• Strategies of Getting Goals I.E. "High Profits"
• Marketing Strategy
• Price Strategy
• Promotion Strategies
• Distribution Channels
• Facilitating the Product By Infrastructure
• Advertisement
• Sales Promotion Activities

The details are as follows:

STRATEGIC PLANNING

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In last years, the company had a great success, as the strategy worked which resulted in
making Coca Cola Company the world's leading company. Company accomplished the
crust of it's strategy as
• Worldwide volume increased by 4 percent with strong international growth of 5 percent.
• Earnings per share grew by 82 percent.
• Return on common equity grew from 23 percent to 38 percent this year.
• Return on capital increased from 16 percent in 2000 to 27 percent.
• The company has generated free cash flow of $3.1 billion, up from $2.8 billion

The marketing strategy for the future is as follows:

• Accelerate carbonated soft-drink growth, led by Coca-Cola.
• Selectively broaden the family of beverage brands to drive profitable growth.
• Grow system profitability and capability together with our bottling partners.
• Serve customers with creativity and consistency to generate growth across all channels.
• Direct investments to highest potential areas across markets.
• Drive efficiency and cost-effectiveness everywhere.

STRATEGIES OF QUALITY

After Micro and macro analysis Brand "coke" is primarily role

1. Enhance competition moments
2. When people watch cricket
3. Through commercialization
4. Fun time

EXPANDING TARGET MARKET

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In last 2 years Coke has come back in aggressive manner.
• Consumer has choice
• Attractive brand name
• Brand differentiating

Consumer Has Got Choice:

Now the consumer has got choice. Because now they know the name of another big
brand, though coke is the 2nd best name but it can get a better position after some time

Attractive Brand Name:

Now the consumers know the Name of Coke, because Coke is the name, which is the
most popular after the word "ok". So people can better differentiate brands with each
other.

Brand Differentiation:

Now different companies have got different brand names. So, people can distinguish
between brands. Two major brands "coke" and "Pepsi" also have brand names.

STRATEGIES OF GETTING GOALS i.e. "HIGH PROFITS"

To increase the price is the least thing, which Coke can adopt. There are so many ways
through which Coke can increase the profits. Some major ways are as follows.
• Volume can be increased
• Interest level of consumers
• To take part in energetic festivals

MARKETING STRATEGY

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What people want in a beverage is a reflection of which they are, where they live, how
they work and play, and how they relax and recharge. Whether you're a student in the
United States enjoying a refreshing Coca-Cola, a woman in Italy taking a tea break, a
child in Peru asking for a juice drink, or a couple in Pakistan buying bottled water after a
run together, we're there for you. We are determined not only to make great drinks, but
also to contribute to communities around the world through our commitments to
education, health, wellness, and diversity. Coke strives to be a good neighbor, consistently
shaping our business decisions to improve the quality of life in the communities in which
we do business.

PRICE STRATEGY

Trade Promotion:

Coca cola company gives incentives to middle men or retailers in way a that they offer
them free samples and free empty bottles, by this these retailers and middle man push
their product in the market following "Seen as sold"

Different Price in Different Seasons:

Some times Coca Cola Company changes their product prices according to the season.
Summer is supposed to be a good season for beverage industry in Pakistan.
So in winter they reduce their prices to maintain their sales and profit.

PROMOTION STRATEGIES

Getting shelves:

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They get or purchase shelves in big departmental stores and display their products in
those shelves in attractive style.

Eye Catching Position

Salesman of the coca cola company positions their freezers and their products in eye-
catching positions. Normally they keep their freezers near the entrance of the stores.

Sale Promotion

Company also do sponsorships with different college and school's cafes and sponsors
their sports events and other extra curriculum activities for getting market share.

DISTRIBUTION CHANNELS

Coca Cola Company makes two types of selling

• Direct selling
• Indirect selling

Direct Selling

In direct selling they supply their products in shops by using their own transports. They
have almost 450 vehicles to supply their bottles. In this type of selling company have
more profit margin.

Indirect Selling

They have their whole sellers and agencies to cover all area. Because it is very difficult
for them to cover all area of Pakistan by their own so they have so many whole sellers and
agencies to assure their customers for availability of coca cola products.

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FACILITATING THE PRODUCT BY INFRASTRUCTURE

For providing their product in good manner company has provided infrastructure these
includes:
• Vizi cooler
• Freezers
• Display racks
• Free empty bottles and shells for bottles

ADVERTISEMENT

Coca Cola Company use different mediums

• Print media
• Pos material
• TV commercial
• Billboards and holdings

HOW COKE DETERMINE THE YEARLY BUDGET

Coke determines its yearly budget by the

• Sales volume
• Profitability
• Target volume

Sales Volume:

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Coke determines its yearly budget through the sales volume. They first concentrate on the
thing is "what is the condition of their sales?" if the condition is good of their sales then
they definitely increase their production and sales volume.

Profitability:

The second thing through which they determines budget is the "profit" .if they r getting
profits with the high margin, then they definitely want to increase their profits in the next
coming year. To get profit is the first priority of the Coke.

Target Volume:

To run the business every industry increases volume in specific time period. If industry
achieves those goals in that period then for the coming year it increases the volume of the
target.
Coke did the same.

SALES PROMOTION ACTIVITIES

• Coca-Cola Cricket
• Coca-Cola Concerts
• Coca-Cola Food Mela
• Coca-Cola Basant Festival
• Coca-Cola GO-RED
• Coca-Cola Party in a Park
• Coca-Cola Shopping Festival
• Coca-Cola Pet Promotion
• Coca-Cola Ramzan Campaign
• Coca-Cola Wonder of the World Promotion

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 • Coca Cola TV Maaza
• Coca-Cola & Mc Donald's
• Fanta & Sprite Launched
• Diet Coke

Coca-Cola

From the Three A’s to the Three P’s

Coca-Cola used to focus its strategy on the three A’s: availability, acceptability, and
affordability. While these provided for tremendous growth, they also led to lowered entry
barriers. Today, Coca-Cola’s mantra is the three P’s: preference, pervasive penetration,
and price-related value.

The Power of Brand Accessibility

If you were another soft drink company, you might define your competitive frame of
reference as the cola market or the soft drink market or even the beverage market. But
Coke thinks of its business and its market share in terms of “share of human liquid
consumption.” This makes water a competitor. In fact, a Coke executive has said that he
won’t be satisfied until “there is a Coca-Cola faucet in every home.” Coca-Cola’s mantra
is “within an arm’s reach of desire.”

Coca-Cola is Serious about Brand Building

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Each month, Coca-Cola tests 20 brand attributes with 4,000 consumers to measure
movement. The company also compensates (bonus and other compensation components)
a large portion of its senior managers based on brand preference.

One Final Coca-Cola Fact

A recent Coca-Cola annual report reported that the second most recognized expression in
the world after “ok?” is “Coca-Cola.”

Coca Cola has been the leading brand in the world for eight years running and probably
would remain so for many years because the company continues to reinvent its brand.

And Google, which is only ten years old has made it to the number 10 position in the
world.

The secret behind the Coca Cola brand success is not the result of mere chance or
excessive spending on advertising, it is as a result of careful and systematic strategy and
Ghanaian businesses can learn from that.

Interbrand’s has this advice for businesses in its 2008 report on brand rankings:
“Regardless of your view of the world, in good times and bad, your brand is your
company’s most valuable asset. Understanding how your brand creates value for you is
key to maintaining market leadership or establishing it in the first place.”

Indeed, in Ghana, bland mediocrity has succeeded for so long to the extent that businesses
have grown to take consumers for granted. This honeymoon, however, is not likely to last
for long as information and knowledge becomes widespread.

As a matter of fact the 2008 general elections in Ghana is a typical example as well as a
signal that the average Ghanaian is becoming sophisticated and informed in taking crucial
decisions when it matters most.

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KEY ELEMENTS OF MARKETING STRATEGY

1. Assessing Market Potential.

2. Route Riding and Indicators.
3. Market Development.
4. Sales Planning.
5. Consumer Concern Handling.

ASSESSING MARKET POTENTIAL

Market potential is needed to draw better market strategies so that it adds on to our
business . Market potential means that what market offers us in form of business. Wrong
asessment canlead us to wrong conclusion hence wrong strategies .
TOOLS REQUIRED TO ASSESS THE MARKET.

1. Every Dealer Survey (EDS).

2. Channel Assessment

3. FMCG penetration.

4. Chilled Availability.

5. Market Share

6. Per Capita Consumption.

7. CAGR

8. VPO

9. PPO

10. Activation

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Every dealers survey :

Every Dealers Survey gives us the true picture of the market and the satisfaction level of
our dealers with
– Company
- The concerned ASM

- The Brand

- The Product.

- Salesmen.

- MD (Market Developer)

This tool of assessing the market is an effective tool which not only gives us the critical
information of our outlets but also the activities done by our competitors in the market, so
it gives us the true picture from which we can derive many information which can prove
critical for our sales and will help us in better strategy making.

Channel assessment:

For an easier understanding of our market, we divide the market into channels and then
study them channel wise.
 Grocery: The local kirana store, in other words we can say a convenience store.

 Pan Bidi: small vendors who sells tobacco and other related products.

 Eating and Drinking: place which has at least five table chairs to serve the customers
are considered as eating and Drinking.

But in the city like Lucknow, city had outlets belonging to other channels like :
- Cinema

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 - Transportation

- Education

FMCG and village penetration:

In order to know the potential of the market one needs to know how many outlets are
there and then how many FMCG outlets are there in it , further how many Coke outlets
are there , it will tell us how much we covered Area a market and how much potential is
still un tapped.

FMCG penetration:

NUMBER OF COKE OUTLETS / NUMBER OF FMCG OUTLETS * 100

Village penetration:

Village penetration survey shows us that how many villages with a population of 500
needed to be reached
NUMBER OF KO SELLING VILLAGE / NUMBER OF FMCG SELLING
VILLAGES* 100

Chilled availability:

The concept of this is that coke and its product must be served chilled and in order to
ensure that the market has to have coolers for it. Surveys of the number of coolers in the
market will us to decide the amount of SGAs (Sales Generating Assets) we have to invest
in order to achieve the target.

NUMBER OF COKE COOLERS / NUMBER OF COKE OUTLETS * 100

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Market share

This ratio gives us the information about the penetration level of our brand and its product
in the current market, where similar kind of products are also available to the same target
group or the target customer.

NUMBER OF KO COMPANY PRODUCTS / TOTAL VOLUME OF SIMILAR PRODS

*100

Per capita consumption

It tells us about the consumption level in our region for e.g. Andhra Pradesh has PCC as 7
ANNUAL VOLUME IN UNIT CASES / POPULATION * 24
(24: TOTAL NUMBER OF BOTTLE IN A CASE IS 24)
If the PCC has gone down by the years it shows that the consumers have either shifted to
other brand or product and the satisfaction level with our brand has gone down.

Historic data: CAGR

CAGR is the Compounded Annual Growth Rate. It tells us the growth we have achieved
when we compare it to the performance of last year.

VPO: volume per outlet

VPO gives us the vertical growth. The objective of our strategy making should be to
increase this VPO i.e. increasing the total volume at each outlet which will eventually add
on to our target and sales.
ANNUAL VOLUME / NUMBER OF OUTLETS

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PPO: People per outlet

While VPO shows us the sale performance, PPO is an important indicator of our services
to our customers. Every strategy making should aim at decreasing PPO sp as to give
better services to our customers.

POPULATION / NUMBER OF OUTLETS

↑ V P O →P P O

Activation:

One of the key elements of our business. Better visibility means better response hence
better sales. Proper activation is needed as per the market conditions .Use of various
activation elements in our market gives has a wider scope to better our sales.
These activation elements are:
1. Flange

2. Rack.

3. Hangers.

4. Drinking shot.

5. Banners.

6. Posters.

7. Table top

8. Menu board.

9. Price Card.

10. Road Standee.

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 11. 3 Tier rack

12. Flex

13. Coolers

ROUTE RIDING AND INDICATORS

Route riding is one way by which one can check many aspects of his market , whether it
is the penetration in the market or the salesmen and his effectiveness, during this period I
found that route riding by ASM should be made compulsory once a week on every route .
Basically route riding means going with the vehicle on the route , to every shop and to
every dealer by doing so you , one can know the ground reality , the requirements of the
market and most importantly the doings of the competitors .

Effective routes:

For effective route riding the foremost thing to remember is to

-reduce the unproductive driving time.
-avoid unnecessary halts at dealer’s shop
-time should result in business.
-provide required frequency to outlets.

Key indicators:

Key indicators are important tools for making route evaluation. They are monitored
constantly to see how well a route is doing. They are:

1. Ratios or percentages

2. Monitored all time

3. Compared to standard.
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STANDARDS: a minimum level of performance which we expect to achieve in quantity,
quality and value. Standards allow our supervisor to:

• Set clear performance guide

• Measure performance and consistency in outlet execution

We at coke take two standards

• Local standards

• Industry standards.

Recommended key indicators:

Completed calls: it is the number of calls made compared to the number of calls
assigned. Recommended standards should be 100%

Number of completed calls / Number of scheduled calls * 100

Success rate: or in other word we can say these are the productive calls or the
conversion rate. It is the number of calls generated compared to the number of calls
assigned and this measures the performance of the salesmen. Recommended standard
should be 80%-90%.

34
Number of calls with sales / number of scheduled calls * 100.

Case sold daily: It is the cases sold or delivered in a day. It is the best way to monitor
sales and watch for trends. Recommended standards are more than 70 %.

Number of completed calls / number of scheduled calls * 100

Stock return rate: Number of full cases that return to the depot compared to the
number of cases loaded. This ratio is an indicator of the efficiency of the salesmen. Stock
return rate that is recommended is not more than 30 %.

Number of cases returned / number of cases loaded * 100

MARKET DEVELOPMENT

Developing the market is a continuous process that needed to be done through the year
and all the time. As discussed earlier there can be two kind of development possible, one
is vertical and the other is horizontal. As VPO and PPO i.e. Volume per outlet and People
per outlet .Vertical development is done by VPO and the horizontal development is done
through PPO.

35
To increase the VPO following things are needed to be done:

1. Adequate glass inventory: at least five times the day’s sale inventory should be
maintained all the time by the dealer; this will ensure that even if the salesmen
misses a call in peak season, there are adequate empties.

2. Adequate market coverage: one can decide the number of required visits which are
needed as per the demand of the area. Plan it as per the assessment report.

CASE DEPOSIT COMPETITOR’S ACTIVITY / FREQUENCY

FREQUENCY

LOW(<5days) High Higher than

competition

HIGH(>5days) High Equal to competition

LOW(<5days) Low Higher than

competition

HIGH(>5days) low Low

3. Vehicle support : choice of vehicle depends on :

-cases sold daily.

-seasonality.

-case deposit.

36
 -competition frequency

-traffic regulation

-road conditions.

4. Trained salesmen

5. Merchandising: or ITMO i.e. In- trade merchandising opportunities basically a

concept used to know and rate the merchandising performance of an outlet or a
route individually on the basis of a certain defined set of parameters. Such as :

-cooler purity

-warm display

-inside display

-availability

6. Right mix of product: key parameters we availability is one of the key element in
this business; we have to ensure that each brand should be made available to the
consumer. So right mix of brands is needed.

7. Right SGA: SGA s is Sales Generating Assets (visicooler & fridges) types of
cooler will be decided as per the sales given by the dealer annually. The size of the
cooler in every outlet should be 1.5 to 2 times the amount of its peak daily sale.

8. Right price mix

37
For horizontal development we need to decrease the PPO, in order to do so we need to
open new outlets . We need to see the potential of the shops.

↑VPO →PPO

SALES PLANNING

A sales planning is the combination of the volume projection, the SGA plan, the
promotion plan and the route plan for the year. This will help us making right strategy for
our market. To make a sales plan, we need:

• Historic data

• Chilled availability

• FMCG penetration

• Per capita consumption

• Market share

• Population

• Effect of promotion

38
 • PPO

• VPO

For volume plan we need:

• Glass inventory plan

• Route plan

• Effective time planning

• Mapping

CONSUMER CONCERN HANDLING

A satisfied consumer means

• Increased brand loyalty

• Recommends us to colleagues , family and friends

• Appreciates price/value importance

• Tries out our new range of product/repeat purchase

• Essential for the continuity of our business

Responding to consumer concerns

39
 • Take proactive action

• Take immediate action

• Identify underlying concerns

• Take positive action to eliminate cause

• Inform and educate the consumers through effective dialogue or other

media

• Report it immediately

Consumer concern do’s

• Apologize sincerely but without accepting blame

• Be diplomatic and never loose your temper

• Don’t take the complaint personally

• Be calm and composed

• Listen carefully

• Show a sincere interest in the caller

• Know the facts about your products

• Know about the hygiene measures in the manufacturing process

• Do not refer to any other incident except this one

• Confirm the solution to the consumer

• Be punctual when you have to visit the consumer

Consumer concern don’ts

40
 • Blame the consumer

• Bad mouth the competitors

• Blame someone else

• Be funny or make joke about the complaint

• Interrupt the consumer while he is talking to you

• Say words that do not match your tone

• Use clinches

• Take on a “poor me, I only here” attitude

• Put on an “I don’t know” attitude

FREQUENTLY ASKED QUESTIONS?

• Can soft drinks be part of healthy diet?

Yes. Soft drinks contains water, so they can meet the body’s fluid requirements .In
addition, the sugar provides quick energy.

• What about sugar or calories?

The amount of sugar and calories in soft drinks is about the same as that in orange
juice as and less than that in apple or in grapes juice.

• Does sugar make kids hyperactive?

41
No. Studies show no association between sugar consumption and hyperactive
behavior.

• Are soft drinks bad for my teeth?

All common sugars contribute to the decaying of teeth. However, sugar in soft drinks
has minimal effect on teeth because it’s in a liquid form. Comments like “a tooth
placed in a glass of coke will disappear” are misleading.

• Do soft drinks have a lot of caffeine?

No. Coca-Cola contains only 1\3rd the amount of caffeine found in the same amount of
brewed coffee.

• Is carbon dioxide harmful?

Carbon dioxide when added to water for carbonation, is not harmful upon ingestion.

• What is Aspartame?

Aspartame is a low calorie sweetener made primarily of two amino acids, aspartic acid
and phenylalanine. Is safety in KO products has been well established.

• Is there a connection between soft drinks and bone?

No. Compared to other dietary sources of phosphorus like meat, cheese and nuts, soft
drinks contribute only 2% of the total dietary phosphorus.

42
 • Does the acid in Coke damage teeth or bone?

No. There is a small amount of edible acid present in many foods, including fruit
juices, and buttermilk. It does not harm your body.

• Is there any relation between soft drinks and kidney stone?

Soft drinks do not cause kidney stones. In fact, they provide a pleasant and refreshing
way to consume part of a your daily fluid requirement.

RED: RIGHT EXECUTION DAILY

RED is the third party survey to ensure that the brand name is carried out by every dealer
in the same dignity and pride. Brand name such as “COKE “carries with itself a great
amount of respect and dignity and the same feeling should be transferred to our
customers, RED is one aspect which is more important to us than the sale, it makes sure
that the soul of company is same whether it is a grand shop in the mall or a small beedi
shop in the outskirts of the city. Whether it is a dealer who buys 100 cases per day or a
merchant who buys 1 case a day every body has to follow the rules and regulation laid
under the RED. Visi cooler are the important part of this, we have to ensure that they are
pure, price cards are placed and many other aspects which are covered under the RED has
to be followed.
RED is done for three segment of the market, they are:
1. Diamond

2. Gold

3. Silver

RED is done on three parameters:

1. Visicooler

43
 2. Availability

3. Activation

RED gives us a score out of 100 and we at COKE should strive to improve our score,
better score means better we are in the above three parameters.
Below is the survey format on which each element is marked with some point.

VARIOUS MODELS USED AT COKE:

1. PITA MODEL
2. 4 A’s MODEL
3. SEGMENTATION OF THE MARKET.
PITA MODEL:

No. of consumers %of population amount in volume Amount of profit

in given universe. that buy product . bought per in value
transaction. per transaction.

GROSS = * * * AVERAGE
PROFIT POPULATION INCIDENCE TRANSACTION PROFIT
(Rs)

Cooler at Cooler in Higher

Rack margin
entrance prime display pack
position
Standee at
entrance Pet
Cooler pure Cooler top
availability
& clean display

300 ml
Combo at Rack 1.5 ltr pet
instead
entrance display availability
200ml

Shelf 600ml +1.5 lt Can

display availability availability
44

Dinking
Combo
Table Cooler in Maaza
boards
activation
shot prime position availability
45
PITA model helps us to understand and makes it clear to the dealer why he should sell
coke and its other brands. In other words we can say this model summarizes the profit
story of the coke. We have to make the dealer believe that his market has the potential of
making out good business.
We at coke must ensure that we make business partners rather just dealers who sell our
brand on cash and carry business.
The model takes four parameters into account, they are :
1. Population.

2. Incidence.

3. Transaction.

4. Amount.

Population:
Here with population we mean the total population of the territory which we are targeting.
All, total people living in that area is our population whether they are soft drink
consumers or not. We must try to increase our visibility that will attract more customers
to our territory; our aim is to increase this domain i.e to increase this population. And this
is only possible through penetration and really good and effective activation of the area
using various marketing elements.
Incidence:
Here we talk of those out of the population who are our customers and consumers, they
are the most important element of our business and utmost care should be taken not just to
satisfy them but also to retain them. Here brand and its image play the crucial part.
Through out the period I found Coke holds a better image as a product than its
competitors. Because dealers tend to remain with the company inspite of various options
given to them by the competitors and the study in the two locations showed that
“ThumsUp “had the strongest brand image and brand identity not only in the eyes of
dealers but also the customers. We should make the dealer believe in the brand image and
demand of our products.

46
Transaction:
Volume of transaction done by the dealer with us , it depends on the daily sale from his
outlet in order to increase this we must support the dealer with various marketing
elements so that visibility of the brand increases which will eventually help in sales .

Amount:
It is the profit per transaction that our dealer can make out per transaction. Making him
believe that his investment is save and the returns are for the long run and our association
with him will help us both , should be our methodology to explain this model.

47
OUR MARKET CAN BE SEGMENTED ALONG THREE LINES –
OUTLET’S VOLUME, LOCALITY’S INCOME & CHANNEL
CLUSTER

CHANNEL CLUSTER

GROCERY

EATING AND
DRINKING

CONVENIENCE

OUTLET BRONZE SILVER GOLD

DIAMONDVOLUME
LOW

MEDIUM
HIGH

LOCALITY INCOME
This model gives us the segmentation of the population what we had discussed in the
PITA model. The segmentation is done on three parameters, these are ;
1. Channel.
2. Outlet Volume.

48
3. Locality Income
CHANNEL: is the medium of distribution of our brands.
Grocery: Outlets primarily engaged in retailing of food & various household items.
It includes grocers (outlets dealing mainly in grains, provisions, spices, edible oil,
vanaspati etc) and general stores (outlets selling item of day-to-day requirements &
stocking a variety of branded products)
E&D: Outlets selling items to eat which are being cooked within outlet, made at the
outlet with possibility of consuming those products within the outlet. The outlet may
have a place to sit .It include Bakery/ Mithai store /Restaurants / Bars / Juice corners /
Soft Drinks Shop / Cafes etc.
Convenience: Includes outlets which are small stores or shops, generally accessible
locally. These are often located alongside busy roads. It includes Chemists / STD
booths / Pan Beedi shops etc.
OUTLET VOLUME: We classify our stores or our dealers onto four parameters as per
the volume of sale given by them in the past year, below is the table which helps us to
classify the outlets into diamonds, gold, silver, bronze.

OUTLET KO VPO SLABS

CLASSIFICATION
DIAMOND >800
GOLD 500-799
SILVER 200-499
BRONZE <200

LOCALITY INCOME: This demographic factor is one of the key elements in the
business of carbonated drink; we segment it as under;
-Low income
-High income
-Medium income

49
CONCEPT OF 4 A’ s:

AVAILABILT
Y

MARKETING ACCEPTABIL
AFFORDABIL & SELLING TY
ITY STRATEGY

ACTIVATION

This is the concept which needs to be clear in every employees mind because this helps in
improving our sales through good marketing strategy, the four key elements are:

1. Availabilty.
2. Affordability
3. Acceptability.
4. Activation.

50
Availability : here with availability we mean the availability of the various brands in all
the SKUs whether it is the glass , pet , tetra , or can all should be available to the dealer or
ultimately to the consumers.
Affordability: all our brands should be within the reach of our customers. Seeing that
majority of our population belongs to the middle class proper SKUs and pricing should be
adopted.
Acceptability: acceptability is another concept which should be kept in mind when ever
we drafting any marketing strategy.
Activation: as explained earlier it is the most important aspect of our business , we at coke
believe at better activation leads to better our sales , using following marketing elements :
These activation elements are:
1. Flange

2. Rack.

3. Hangers.

4. Drinking shot.

5. Banners.

6. Posters.

7. Table top

8. Menu board.

9. Price Card.

10. Road Standee.

11. 3 Tier rack

12. Flex

13. Coolers.

51
Coke unveils fridge packs to boost sales

Gearing up for the searing summer ahead, cola major Coca-Cola India has introduced
mid-sized bottles of 1.25 it to raise consumption and boost profits.
Experts believe that reducing pack sizes is not just a way of increasing consumption but
also helps convey a lower price perception to consumers and get better realizations.

Venkatesh Kini, vice-president (marketing), Coca-Cola India, said on the sidelines of

announcing the Olympic Torchbearers campaign of the company, “This new fridge pack
of 1.25 it is a way to solve the leftover problem that consumers face when they open a
bigger bottle. For smaller consumption, a 1.25 lit bottle offers a better solution. We have
already launched the bottle in the western region and soon it will be spread to the rest of
the country.”

This makes Coca-Cola the first among the two majors (PepsiCo) to have filled the gap
between the 500 ml bottle and 1.50 lit bottles. This bottle size would be implemented for
nearly all the brands of the company. The earlier 1 lit bottle by both the companies has
been withdrawn from retail outlets for sometime now.

Naimish Dave, director, OC&C Strategy Consultants, explains, “The price per liter for
the 1.25 lit bottle priced at Rs 35 comes to Rs 28, and for the 1.50 lit bottle of Rs 45 at Rs
30. Hence, the consumer sees a price difference of Rs 10 between the two bottles, but the
company profits in the process as it has successfully attracted new consumers for price
realization which is not significantly lower for the company. This strategy of smart
pricing can also help the companies add more value share.”

Coca-Cola’s Thums Up brand is the country’s largest selling cola brand. However, in
terms of value share, say analysts, Coca-Cola’s flagship brand may have fallen behind
PepsiCo’s cola brand. Yet, Coca-Cola is still ahead of PepsiCo in overall value market
share.

Unlike the rest of the fast moving consumer goods (FMCG) sector, the cola companies

52
do not face a severe raw material pricing pressure. But in order to maintain brand loyalty
among the consumers, the cola makers tend to spend excessively on marketing and
distribution.

For cola companies, raw materials form just 15 per cent of total costs, which is 50 per
cent for other FMCG companies.

The growth in cola market has slowed down in India but still higher than the rest of the
world. This would ensure continued expenditure by companies behind their brands in
India.

BRAND CHALLENGES

THE challenges facing brand managers have multiplied in recent times. Brands
are often the most valuable assets for companies ranging from Unilever to Nokia.
Yet, they can lose their value overnight if not managed carefully. Nothing
underscores this fact more than this watershed event in the history of brand
management: on April 2, 1993, which has come to be known in marketing circles
as `Marlboro Friday,' Philip Morris announced it would slash the price of
Marlboro cigarettes by 20 per cent in an attempt to compete with bargain brands
that were eating into its market. The day Philip Morris announced its price cut,
stock prices of other famous brands also nosedived: Heinz, Quaker Oats, Coca-
Cola, Pepsi, Procter and Gamble and RJR Nabisco. Philip Morris' own stock took

53
the worst beating. The pundits announced that not only was Marlboro dead, so
were all brand names. These concerns seemed to be justified because the Marlboro
Man, launched in 1954, was the longest-running ad campaign in history. If the
legendary Marlboro Man could face such a crisis, what chance did other brands
have? The panic of Marlboro Friday indicated some dramatic shifts in consumer
habits. These shifts have become more pronounced in the last few years. A study
by advertising agency DDB found that the percentage of consumers between the
ages of 20 and 29 who said they stuck to well-known brands fell from 66 per cent
in 1975 to 59 per cent in 2000, and those in the 60- 69 age-bracket from 86 per
cent to 59 per cent. Thus both the young and the old seem to have become less
brand-loyal. Many bargain-conscious shoppers have started to pay more attention
to the value for money than to prestige. But that does not mean (as we shall see
shortly) that price alone is the determining factor in the success of a brand. To
understand some of the intricacies which brand managers face today, a bit of
history is in order. The concept of branding has evolved over time, though the
fundamental principles have not changed much. In pre-industrial days, people
knew exactly what they ate and wore and which suppliers were trustworthy. Once
they moved to cities, they no longer did. A brand provided a guarantee of
reliability and quality. Manufacturers had every incentive to maintain quality. A
cake supplier, for example, ensured that each cake was as good as the previous
one, because only then would people come back for more. Trust continues to be
the core attribute of any brand. The owners of brands have to work hard to retain
that trust. If they make any moves that undermine this trust or seem to do so, they
will face severe resistance from customers. The new Coke is a classic example.
Customers felt cheated that the Coca-Cola company had changed the formulation
of old Coke without consulting them. While the fundamental principles of brand
management may not have changed much over the years, launching new brands
has become trickier. Again, a bit of history is in order. In the past, building a brand
was rather simple. It required little more than an occasional advertisement on a
few television or radio stations highlighting the product's superior features. Brands
such as Coca-Cola, Kodak and Marlboro easily established themselves. Over time,

54
brand building has become much trickier. As manufacturing standards have risen,
it has become harder for firms to differentiate their products on quality alone. This
is particularly true of packaged goods such as food. Branded manufacturers are
losing market share to retailers' own brands, which consumers have learned to
trust. Another problem for marketers is that consumers have become harder to
reach. They are busier, more distracted and lead more complicated and less
predictable lives. The traditional patterns of family life are also getting sharply
eroded with the rise of dual income families. It is common to see husband and
wife spending a lot of time outside home. Communicating with them and building
a community of brand loyalists have become much more difficult. Yet another
complication with brand building today is that in many cases customers pay a
premium not because of its functionality but because it represents a way of life. So
when launching or repositioning a brand, companies have to understand the
emotional needs as well as the functional ones. For example, Nike's `Just do it'
campaign is an attempt not to sell shoes but personal achievement. Similarly,
Nokia's distinctive lifestyle advertising relegates functionality to the background.
Maruti Udyog uses a lot of emotions in its advertising campaigns. Asian Paints
strikes an emotional chord with the middle-class people through its ad campaigns.
Cadbury's attempts to reposition its milk chocolates and target the adult segment
have revolved around ad campaigns with plenty of emotions. In short, companies
have to build a story around their service or product and try to turn an otherwise
routine purchase into something more exciting. But selling a lifestyle requires a far
greater understanding of human psychology. It is a much harder task than
describing the functionality of a product. Yet another factor which has made brand
management more challenging is that brands give protesters far more power over
companies than they would otherwise have. Nike had to revamp its whole supply
chain after being accused of running sweatshops. Last year, Coke and Pepsi faced
a major backlash in India following media reports about pesticide contamination.
Anti-globalization supporters, environmentalists and NGOs can use the power of
the brand against companies by mobilizing evidence of ill-treated workers and
polluted rivers. The more companies promote the value of their brands, the more

55
 they will need to be perceived as ethically correct and socially responsible. Even a
small mistake can trip them. Despite all these challenges, money invested in
brands is well invested. The successful brands generate handsome returns for the
companies owning them. Which is why even hi-tech companies such as Microsoft
and Oracle spend so much on advertising? At the end of the day, the truth is that
people like brands. They not only simplify choices and guarantee quality, but also
generate fun and interest. So marketers have no option but to keep going at it.

ABOUT THE BOTTLERS OR DISTRIBUTION CHANNEL

Think local, act local

From the world's largest cities to its most remote villages, our bottling system is made up
of locally rooted enterprises committed to quality. The Coca-Cola Company bottling
partners are always local businesses, exerting a strong influence on economic
development and actively participating in community life through local events and
philanthropic activities.

Bottlers and customer

56
Bottlers are a critical local link. They sell our brands to businesses and institutions --
retail chains, supermarkets, restaurants, small neighborhood grocers, sports and
entertainment venues, schools and colleges, among others. These customers, in turn, are
where you go when you want a Coke® or one of our other brands.

For each of our customers, providing the right mix of Company products and packages at
the right price is the foundation of mutual success. Local consumer tastes determine the
brands and package types a particular customer wants us to supply.

Bottlers in many countries offer tours of their facilities to schoolchildren and adult
groups. Contact the local bottler in your region for more information on tours and other
activities that our bottlers sponsor.

Distribution Channel

The world’s most recognized trade mark and one of the largest nonalcoholic beverage
companies. In its distribution channel the main function is of bottlers and the work of
these bottlers are pre-decided. These bottlers have to follow the following steps:-
1. Ingredient delivery.
2. Washing & rinsing.
3. Mixing & blending.
4. Filling.
5. Capping.
6. Labeling.
7. Coding.
8. Inspection.
9. Packaging.

57
 10. Warehouse & delivery.

Cold-drinks under the brand name of Coca-Cola

1. Thumps-up.
2. Sprite.
3. Maaza
4. Coca-Cola
5. .Limca.
6. Fanta

Coca-Cola gains market share over Pepsi; soft drink industry shows
modest growth

Coca-Cola Co. slightly increased its lead over rival Pepsi-Cola Co. in 2002, thanks to the
successful launch of Vanilla Coke and the growth of Diet Coke, according to U.S. soft
drink industry rankings released last week. Coke gained 0.6 percentage points in market
share and increased its case volume by 2.1 percent, according to Beverage
Digest/Maxwell, a New York-based industry newsletter and data service. The company
captured a larger share of the market even though its Coke Classic brand fell 0.6
percentage points in market share. Coca-Cola dominates 44.3 percent of the U.S. soft
drink market, but saw its market share drop between 1999 and 2001. With the latest gains,
it's only 0.2 percentage points away from where it stood in 1998 at 44.5. Pepsi-Cola lost
0.2 percentage points in market share. The No. 2 company commands 31.4 percent of the
U.S. soft drink market. The Dr. Pepper/Seven Up unit of Cadbury Schweppes, the third-
largest soft drink group, fell 0.6 percentage points in market share to 15.0 percent.

Overall, the carbonated soft drink industry posted modest growth, with case volume up
0.8 percent. Meanwhile, bottled water alone has grown 30 percent in the last year.

58
COCA-Cola India's (CCI) carbonated soft drinks business has recorded a 60.5 per cent
market share of the all-India carbonated soft drinks market at the end of May 2002, a
company press release states. These figures are based on the national retail audit report by
ORG-MARG.

According to the press release, May is the fourth consecutive month that CCI has
recorded market share increase over the previous month. In May, CCI's market share in
CSDs increased by 1.8 percentage points, the release adds.

"Initiatives such as the rural market thrust, introduction of 200-ml bottles, lower price
points, improving the affordability factor and the beefing-up of the distribution network to
improve the availability of our products have contributed to the higher growth,'' said Mr
Sanjiv Gupta, Deputy President, Coca-Cola India.

In the non-carbonated soft drinks category, CCI's fruit juice-based drink, Maaza, has a
42.7 per cent share of the market, the release adds.

In the packaged drinking water business, Kinley has recorded 32.7 per cent share, against
Bisleri's share of 35.8 per cent.

Among the other CSD brands, Fanta Orange has 7.1 per cent, Limca's share is 10.8 per
cent, Sprite's market share is 3.5 per cent, and Kinley Soda is 33.7 per cent. The release
adds that Coca-Cola and Thums Up have a combined market share of 39 per cent.

New launches help Coke extend domestic market share

Coca-Cola has extended its lead of the US soft drinks market and over its main rival,
PepsiCo, helped by the launch of Vanilla Coke and strong growth from its Diet Coke
brand, according to the latest ranking from Beverage Digest.

59
The annual survey of the US carbonated soft drink (CSD) market shows that total volume
sales grew by just 0.8 per cent in 2002 to 10.1 billion cases, a slight increase compared to
the previous year but still well below the 2-4 per cent average of the 1990s. In value
terms, the market was worth around $62.9 billion, up 2 per cent.

The top three companies (Coca-Cola, PepsiCo and Dr Pepper/Seven Up) accounted for
around 90 per cent of total volume sales, and of these, Coca-Cola was the best performer,
with a 2.1 per cent rise in total CSD sales lifting its market share by 0.6 per cent, the first
increase since 1999. The company now accounts for 44.3 per cent of the total US CSD
market.

PepsiCo also managed to increase its total CSD volumes in the US, but not by as much as
in 2001, when sales were boosted by the launch of Mountain Dew Code Red and Sierra
Mist, as well as strong growth from the lemon-flavored Pepsi Twist.

Dr Pepper/Seven Up, the US unit of London-based Cadbury Schweppes, was the big loser
during the year, with both volume and market share falling during 2002. The core 7UP
brand saw a sharp decline in volumes (7.8 per cent) as production of the brand was
transferred from the Pepsi bottling system to DPSU's own independent bottlers. There was
also a decline for Dr Pepper (3.3 per cent), although the Diet variant did show good
growth (3.9 per cent) and has now become one of the top 10 US brands, ousting Coke's
Barq's Root Beer.

But brands were not the only good performers during the year. Cott, the Canadian
company which is the leading producer of own label CSDs in the US, also had a good
year, lifting volume sales and market share as a result of both organic growth and
acquisitions. It is the fourth-largest player in the US CSD market.

The US market has for so long been dominated by a handful of players that the arrival of
any new company into the leading rankings is of note. The new arrival is North Carolina-
based Carolina Beverage Company, maker of the Cheer wine brand, which joined the top
10 ranking for the first time as a result mainly of the acquisition of Seagram's soft drink
business in the US by Coke, which meant that Seagram was not listed as a separate

60
company any longer. However, Carolina Beverage nonetheless sold 5 million cases of
CSDs last year in the US - not bad for a company which has only limited distribution in
the south east of the country.

The other companies making up the top 10 are National Beverage Corp, producer of
Shasta and Faygo, in fifth place, energy drink producers Big Red and Red Bull in sixth
and seventh, and Monarch in ninth. Various private label and other manufacturers
together take tenth place.

In terms of brands, the top 10 are all owned by the three leading players, with Coke and
Pepsi-Cola topping the list, though both lost volume, falling 2.1 per cent and 0.2 per cent
respectively.

In terms of growth during 2002, however, it was the diet brands which performed the
best, with Diet Dr Pepper (number 10) and the two leading diet colas, Diet Pepsi (the
seventh-placed brand) and Diet Coke (third), all posting strong increases. Diet Pepsi
posted the strongest growth of any cola in the top 10 list, up 3.5 per cent, while Diet Coke
also performed well with volume up 3 per cent.

All the other top 10 brands lost volume: fourth-placed Mountain Dew from Pepsi dropped
4.2 per cent, while fifth-placed Sprite fell 2.5 per cent and ninth-placed Caffeine Free Diet
Coke slid 2 per cent.

The innovation in the US soft drinks market is likely to continue in the future, given the
success of the various new products launched over the last two years, according to the
analysis. Line extensions such as Coke's Vanilla Coke, Pepsi's Mountain Dew Code Red
and Cadbury's Red Fusion from Dr Pepper have all helped drive growth, and Mountain
Dew Code Red and Vanilla Coke each posted volume of about 90 million cases in 2002,
making them significant brands in their own right.

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To What Extent Is Coca-Cola Brand Image Responsible For Its Success?

Success in business can be defined through some articles before there are responsibilities
for success through Business Plans - Goal Setting - Leadership - Marketing - Motivational
- Personal Finance - Selling – followed by success.
Success can affect the coca-cola brand image is when determine how to satisfy customer
needs by identifying a market mix, Determine the needs of their customers through
market research, analyze their competitive advantages to develop high quality brand
image and identifies customer groups which a particular business can better serve than its
target competitors.
Coca-cola brand image is responsible for its success, why is that; the 4ps of marketing
mix.

• Product and services

• Promotion
• Place
• Price
Products and Services - Developing a highly specialized product or service, or providing
a product-service package containing unusually high-quality service.

Promotion - Promotion strategies include advertising and direct customer interaction.

Price - Higher prices mean lower volume however, a big business can often command
higher prices because of their service.

Place - Small retailers should consider cost and traffic flow in site selection, especially
since advertising a low-cost, low-traffic location means spending more on advertising to
build traffic.
The nature of the product or service is also important in sitting decisions. Location is less
a concern for products or services that customers are willing to go out of their way to find.
The recent availability of highly segmented mailing lists, purchased from list brokers,

62
magazines, or other companies, has enabled certain Caco-Cola businesses to operate from
any location. Coca-Cola has set out to become the world's number one consumer
marketing company by taking clear actions to differentiate...

CHAPTER II
ORGANIZATIONAL PROFILE OF THE COMPANY

63
 INTRODUCTION

The Coca-Cola Company

Type Public (NYSE: KO)

Founded 1892
Headquarters Atlanta, Georgia, U.S.
Area served Worldwide
Key people Zach Hall (Chairman)[1]
Industry Beverage
Coca-Cola
Carbonated soft drinks
Products Water
Other Non-alcoholic beverages
[2]

Revenue ▲ USD 28.857 Billion (2007) [1]

Operating income ▲ USD 7.252 Billion (2007) [2]
Net income ▲ USD 5.981 Billion (2007) [3]
Total assets ▲ USD 43.269 Billion (2007)
Total equity ▲ USD 21.744 Billion (2007)

64
 Employees 90,500 (September 2008)
www.TheCoca-
Website
ColaCompany.com

The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, largest
manufacturer, distributor and marketer of non-alcoholic beverage concentrates and syrups
in the world and is one of the largest corporations in the United States. The company is
best known for its flagship product Coca-Cola, invented by pharmacist John Stith
Pemberton in 1886. The Coca-Cola formula and brand was bought in 1889 by Asa
Candler who incorporated The Coca-Cola Company in 1892. Besides its namesake Coca-
Cola beverage, Coca-Cola currently offers nearly 400 brands in over 200 countries or
territories and serves 1.5 billion servings each day.[3]

The company operates a franchised distribution system dating from 1889 where The
Coca-Cola Company only produces syrup concentrate which is then sold to various
bottlers throughout the world who hold an exclusive territory.

The Coca-Cola Company is headquartered in Atlanta, Georgia. Its stock is listed on the
NYSE and is part of DJIA and S&P 500. Its current president and CEO is Muhtar Kent.

Its current president and CEO is Muhtar Kent.

Brands

Some of the different brands are:

• Barq's
• Coca-Cola
• Coca-Cola II
• Dasani
• Diet Coke
• Fanta
• Fresca

65
 • Minute Maid
• Powerade
• Pibb
• Sprite
• Thums Up
• Vault

These are just a few as there are many other Coca-Cola Company Brands.

Coca-Cola History:

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" soda-fountain beverage but also as the ideal "temperance
drink." It is said coke was discovered when DeLuise, a 19th century
American soda jerk accidentally hit the soda water spigot, adding

66
carbonated water to the syrup in the glass. The result was a "happy
accident": the invention of Coca-Cola.

Though Pemberton died just two years later - five months, in fact, after
his March 24, 1888, filing for incorporation of the first Coca-Cola Co.
- the trademark he and his partners created more than one hundred
years ago can claim wider recognition today than that of any other
brand in the world.

John Pemberton

And the Coca-Cola beverage, whose unit sales totaled a mere 3,200
servings in 1886 ("nine drinks per day" based on the twenty-five
gallons of syrup sold to drugstores by Pemberton Chemical Co.), is
today called the world's most popular soft drink - accounting for
billions of servings at restaurants in 195 countries.

As "a local pharmacist" who concocted the world's most craved soft-
drink syrup in a three-legged brass pot in his backyard.

67
"Dr. Pemberton never fully realized the potential of the beverage he
created." Indeed, while Pemberton gets credit for the formula behind
the Coca-Cola taste, he has had capable successors in Asa Candler,
Robert Woodruff and Roberto Goizueta - men who built the product
and the company into an icon of pleasure and profit.

Pemberton actually remained more interested in expanding the market

for French Wine Coca, a product based on the formula for another
extremely popular coca-based beverage, Vin Mariani, which had been
developed in Paris in 1863. So when Atlanta's prohibition act was
repealed in 1887, only a year after its passage, Pemberton resumed the
manufacture and sale of his original patent medicine, leaving his son
Charles to oversee the production of Coca-Cola.

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

creation--enticing six Atlanta businessmen to invest in the start-up
Coca-Cola enterprise--for reasons that remain a mystery he soon began
selling his interest in the formula.

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.

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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.

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 THE WORLD’S MOST POWERFUL
BRAND

Interbrand’s Global Brand Scorecard for 2003 ranked Coca-Cola the #1 Brand in the
World and estimated its brand value at $70.45 billion. The ranking’s methodology
determined a brand’s valuation on the basis of how much it was likely to earn in the
future, distilling the percentage of revenues that could be credited to the brand, and
assessing the brand’s strength to determine the risk of future earnings forecasts.
Considerations included market leadership, stability, and global reach, incorporating its
ability to cross both geographical and cultural borders. From the beginning, Coke
understood the importance of branding and the creation of a distinct personality. Its
catchy, well-liked slogans (“It’s the real thing” (1942, 1969), “Things go better with
Coke” (1963), “Coke is it” (1982), “Can’t beat the Feeling” (1987), and a 1992 return to
“Can’t beat the real thing”) linked that personality to the core values of each generation
and established Coke as the authentic, relevant, and trusted refreshment of choice across
the decades and around the globe.

70
 INTERBRAND’S GLOBAL BRAND
COREBOARD 2003

RANK COMPANY 2003 BRAND 2002 BRAND PERCENTAGE COUNTRY

VAUE VAUE CHANGE
($BILLION) ($BILLION)

1 COCA-COLA 70.45 69.64 +1% U.S

2 MICROSOFT 65.17 54.09 +2 U.S
3 IBM 51.77 51.19 +1 U.S
4 GE 42.34 41.31 +2 U.S
5 INTEL 31.11 30.86 +1 U.S
6 NOKIA 29.44 29.97 -2 FINLAND
7 DISNEY 28.04 29.26 -4 U.S
8 Mc DONALD’s 24.70 26.38 -6 U.S
9 MARLOBORO 22.18 24.15 -8 U.S
10 MERCEDES 21.37 21.01 +2 GERMANY

SOURCE: INTERBRAND’S GLOBAL BRAND SCOREBOARD 2003.BUSINESS WEEK,

8/4/03

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 COKE IN INDIA

Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than
reveals its formula to the government and reduces its equity stake as required under the
Foreign Exchange Regulation Act (FERA) which governed the operations of foreign
companies in India. After a 16-year absence, Coca-Cola returned to India in 1993,
cementing its presence with a deal that gave Coca-Cola ownership of the nation's top soft-
drink brands and bottling network. Coke’s acquisition of local popular Indian brands
including Thums Up (the most trusted brand in India), Limca, Maaza, Citra and Gold Spot
provided not only physical manufacturing, bottling, and distribution assets but also strong
consumer preference. This combination of local and global brands enabled Coca-Cola to
exploit the benefits of global branding and global trends in tastes while also tapping into
traditional domestic markets. Leading Indian brands joined the Company's international
family of brands, including Coca- Cola, diet Coke, Sprite and Fanta, plus the Schweppes
product range. In 2000, the company launched the Kinley water brand and in 2001, Shock
energy drink and the powdered concentrate Sunfill hit the market.

From 1993 to 2003, Coca-Cola invested more than US$1 billion in India, making it one of
the country’s top international investors. By 2003, Coca-Cola India had won the
prestigious Woodruff Cup from among 22 divisions of the Company based on three broad
parameters of volume, profitability, and quality.

Coca-Cola India achieved 39% volume growth in 2002 while the industry grew 23%
nationally and the Company reached breakeven profitability in the region for the first
time. Encouraged by its 2002 performance, Coca-Cola India announced plans to double
its capacity at an investment of $125 million (Rs. 750 core) between September 2002 and

72
March 2003.Coca-Cola India produced its beverages with 7,000 local employees at its
twenty-seven wholly-owned bottling operations supplemented by seventeen franchisee-
owned bottling operations and a network of twenty-nine contract-packers to manufacture
a range of products for the company. The complete manufacturing process had a
documented quality control and assurance program including over 400 tests performed
throughout the process

The complexity of the consumer soft drink market demanded a distribution process to
support 700,000 retail outlets serviced by a fleet that includes 10-ton trucks, open-bay
three wheelers, and trademarked tricycles and pushcarts that were used to navigate the
narrow alleyways of the cities. In addition to its own employees, Coke indirectly created
Employment for another 125,000 Indians through its procurement, supply, and
distribution networks.

Marketing Cola in India: Effect of Pepsi

The post-liberalization period in India saw the comeback of cola but Pepsi had already
beaten Coca-Cola to the punch, creatively entering the market in the 1980’s in advance of
liberalization by way of a joint venture. As early as 1985, Pepsi tried to gain entry into
India and finally succeeded with the Pepsi Foods Limited Project in 1988, as a JV of
PepsiCo, Punjab government-owned Punjab Agro Industrial Corporation (PAIC), and
Voltas India Limited. Pepsi was marketed and sold as Lehar Pepsi until 1991 when the
use of foreign brands was allowed under the new economic policy and Pepsi ultimately
bought out its partners, becoming a fully-owned subsidiary and ending the JV relationship
in 1994. While the joint venture was only marginally successful in its own right, it
allowed Pepsi to gain precious early experience with the Indian market and also served as
an introduction of the Pepsi brand to the Indian consumer such that it was well-poised to
reap the benefits when liberalization came. Though Coke benefited from Pepsi creating
demand and developing the market, Pepsi’s head-start gave Coke a disadvantage in the

73
mind of the consumer. Pepsi’s appeal focused on youth and when Coke entered India in
1993 and approached the market selling an American way of life, it failed to resonate as
expected.

WHY COCA-COLA LEFT INDIA IN 1977?

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 Coca-Cola can now be sold in that country.

Trade secrets are very different from patents, copyrights and trademarks. While
patents and copyrights require you to disclose your information in the
application process (information that eventually becomes public), trade secrets
require you to actively keep the information secret. Trade-secret protection can
potentially last longer than that of patents (20 years) and copyrights (100 years).
Some of the ways to protect a trade secret are as follows:

74
 Restrict access to the information (lock it away in a secure place, such as
a bank vault).
 Limit the number of people who know the information.
 Have the people who know the trade secret agree in writing not to
disclose the information (sign non-disclosure agreements).
 Have anyone that comes in contact with the trade secret, directly or
indirectly, sign non-disclosure agreements.
 Mark any written material pertaining to the trade secret as proprietary.

Trade secrets remain valid only as long as no one else has discovered the
information independently; the information has not been made public (by
employees or published literature) nor discovered by working backward from
the original product/process or publicly observing the product/process. If the
trade secret is revealed in violation of a non-disclosure agreement, you can sue
for damages. However, once the secret is revealed, it is hard to get the trade-
secret status resumed. Trade secrets are protected under many state laws, Federal
statutes and some international laws.

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 FURTHER DEVELOPMENT OF THE DRINK

The Coca-Cola Company started out as an insignificant one man business and
over the last one hundred and ten years it has grown into one of the largest
companies in the world. The first operator of the company was Dr. John
Pemberton and the current operator is Roberto Goizueta. Without societies help,
Coca-Cola could not have become over a 50 billion dollar business. Coca-Cola
was invented by Dr. John Pemberton, an Atlanta pharmacist. He concocted the
formula in a three legged brass kettle in his backyard on May 8, 1886. He
mixed a combination of lime, cinnamon, coca leaves, and the seeds of a
Brazilian shrub to make the fabulous beverage (Things go better with Coke 14).
Coca-Cola debuted in Atlanta's largest pharmacy, Jacob's Pharmacy, as a five
cent non- carbonated beverage.

Name and logo:

Later on, the carbonated water was added to the syrup to make the beverage that
we know today as Coca-Cola. Coca-Cola was originally used as a nerve and
brain tonic and a medical elixir. Coca-Cola was named by Frank Robinson, one
of Pemberton's close friends; he also penned the famous Coca-Cola logo in
unique script.

Sale of coke:

76
Dr. John Pemberton sold a portion of the Coca-Cola Company to Asa Candler,
after Pemberton's death the remainder was sold to Candler. Pemberton was
forced to sell because he was in a state of poor health and was in debt. He had
paid $76.96 for advertising, but he only made $50.00 in profits. Candler
acquired the whole company for $2,300 (Coca-Cola multiple pages). Candler
achieved a lot during his time as owner of the company. On January 31, 1893,
the famous Coca-Cola formula was patented. He also opened the first syrup
manufacturing plant in 1884. His great achievement was large scale bottling of
Coca-Cola in 1899. In 1915, The Root Glass Company made the contour bottle
for the Coca-Cola Company.

AGGRESSIVE MARKETING THE ONLY KEY:

Candler aggressively advertised Coca-Cola in newspapers and on billboards. In

the newspapers, he would give away coupons for a free Coke at any fountain.
Coca-Cola was sold after the Prohibition Era to Ernest Woodruff for 25 million
dollars. He gave Coca-Cola to his son, Robert Woodruff, who would be
president for six decades. Robert Woodruff was an influential man in Atlanta
because of his contributions to area colleges, universities, businesses and
organizations. When he made a contribution, he would never leave his name,
this is how he became to be known as "Mr. Anonymous."

Woodruff introduced the six bottle carton in 1923. He also made Coca-Cola
available through vending machine in 1929, that same year, the Coca- Cola bell
glass was made available. He started advertising on the radio in the 1930s and
on the television in 1950.Currently Coca-Cola is advertised on over five hundred
TV channels around the world. In 1931, he introduced the Coke Santa as a
Christmas promotion and it caught on. Candler also introduced the twelve ounce
Coke can in 1960. The Coca-Cola contour bottle was patented in 1977. The two

77
liter bottle was introduced in 1978, the same year the company also introduced
plastic bottles (Coca-Cola multiple pages).

Woodruff did have one dubious distinction; he raised the syrup prices for
distributors. But he improved efficiency at every step of the manufacturing
process. Woodruff also increased productivity by improving the sales
department, emphasizing quality control, and beginning large-scale advertising
and promotional campaigns. Woodruff made Coke available in every state of the
Union through the soda fountain. For all of these achievements he earned the
name, "The Boss"

Beliefs

There is much in our world to celebrate, refresh, strengthen and protect. The Coca-Cola
Company is a vibrant network of people, in over 200 countries, putting citizenship into
action. Through our actions as local citizens, we strive every day to refresh the
marketplace, enrich the workplace, protect the environment and strengthen our
communities.

We are a local employer, with responsibility to enable our people to tap into their full
potential; working at their innovative best and representing the diversity of the world we
serve.

We are an investor in local economies and a driver of marketplace innovation, with a

responsibility to act as a good steward of our natural environment.
And we are a local citizen, understanding our responsibility to contribute to an improved
quality of life in our communities.

Leadership

78
E. Neville Is dell leads The Coca-Cola Company into the new century with a firm
commitment to the values and spirit of the world's greatest brand. He was named
chairman and chief executive officer in June 2004 and is the 12th chairman of the Board
in the history of the Company.
Under Neville Is dell’s leadership, we have positioned The Coca-Cola Company for
growth, guided by our mission to provide branded beverages that refresh people around
the world, anywhere, any time, everyday. A talented and highly experienced worldwide
management team coordinates our new, nimble and entrepreneurial network

Manifesto For Growth

The Coca-Cola Company is on a journey. It is a bold journey, inspired by our simple

desire for sustainable growth, and fueled by our deep conviction that collectively we can
create anything we desire.

At its inception, the foundation for this journey has been termed Our Manifesto for
Growth. Our Manifesto represents the beginning of a journey which, in fact, will never
end. It is a foundation upon which we will build sustainable growth as each and every
member of the Coca-Cola system recognizes and invests in our rich long-term
opportunities, while also accepting a renewed responsibility for meeting our short-term
commitments.

The goals are simple: We will reinvigorate growth for our Company, and we will inspire
our people. Likewise, our strategy is simple: We will accomplish our goals by building a
portfolio of branded beverages, anchored in our icon, Coca-Cola®, and by enabling
superior market execution globally and locally -- aligning and leveraging the power of our
global network.

Ultimately, this journey will be propelled by unleashing the collective genius of our
organization that will make sustainable growth a reality. We take this journey because it is
in our very nature to innovate, create and excel

Around The World

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Although Coca-Cola® was first created in the United States; it quickly became popular
wherever it went. Our first international bottling plants opened in 1906 in Canada, Cuba
and Panama, soon followed by many more. Today, we produce nearly 400 brands in over
200 countries. More than 70 percent of our income comes from outside the U.S., but the
real reason we are a truly global company is that our products meet the varied taste
preferences of consumers everywhere.
We bring refreshment to people in over 200 countries. Here are brief descriptions of our
business in some of those locations -- information about our local history, brands, bottling
operations, community involvement, and other initiatives.

AWARDS:

Diversity

• Top 100 Companies Providing Most Opportunities for Hispanics, Hispanic Magazine
(2006)
• Top 50 Corporations for Supplier Diversity, Hispanic Trends (2006)
• Corporate Social Responsibility Award, National Puerto Rican Coalition (2005)
• Top 50 Corporations for Supplier Diversity, Hispanic Trends (2005)
• America's Top Family Friendly Companies, Vista Magazine (July issue, 2004)
• Corporation of the Year Award, Georgia Minority Supplier Development Council
(2004)

Environment

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• Jilin COFCO Coca-Cola Beverages Co., Ltd. in China named Jilin Environment
Friendly Enterprise (2006)

• Pollution Control Award 2005-2006, Coca-Cola India Patna Unit, Bihar State
Pollution Control Board (June 2006)
• Golden Peacock Environment Management Special Commendation Award, World
Environment Foundation (June 2006),
• Environmental Award, Coca-Cola Korea Bottling Company, Minister of
Environment, (June 2006)
• Social reporting transparency, Roberts Environmental Center (January 2006),
• Harbin Coca-Cola Beverages Co., Ltd. in China awarded Outstanding Environment
Protection Unit (2005)

Company

• Best Employer of the Year, Polish students community (June 2006)

• Citizenship efforts, Committee for Economic Development (June 2006)
• International Supplier of the Year, Wal-Mart (May 2006)
• China's Best Corporate Citizen Conduct Award, 21st Century Business Herald
(December 2005)
• 2005 China Philanthropy Award, China Charity Federation (November 2005)
• Best Corporate Citizen, China's Ministry of Civil Affairs (November 2005)

Brands

• Coca-Cola ranked #3, Best Brand Poll, Harris Interactive (June 2006)
• Coca-Cola among Top 10 Socially Responsible Brands, Alloy Media + Marketing
(ranked by U.S. college students) (June 2006)

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• Coca-Cola Singapore’s Heaven and Earth Revita White Tea 300-ml packaging design
received "Best in Show" honors at 11th annual Beverage Package Design Awards
• Coca-Cola and BonAqua awarded "Best product of the year" in "soft drinks" and
"water" categories respectively by the National Trade Association of Russia (2005)
• Kiwi Blue Pure Spring Water received silver in packaging category at 2005 Summit
Creative Awards in Portland, Oregon
• Schweppes ranked as most trusted and Coca-Cola as second most trusted soft drink in
New Zealand (Readers Digest survey, 2005)

Advertising

• Coca-Cola, Coca-Cola Zero ads win awards at Cannes Festival

• U.K. daily gives Coca-Cola Zero "Star Choice" Award
• U.K. football campaigns honored by sports marketing industry
• Coca-Cola Ramadan television commercial ("One Promise") received Gold Award for
Best Cinematography, Best Production Design and Best Costume Design, and Bronze
Award for Best TV Commercial (10th Malaysian Video Awards, December 2005)
• The Coca-Cola Company recognized as Best Advertiser in Iberoamérica (El Ojo de
Iberoamérica Advertising Award, 2005)
• Australian sales promotion "Cash in Your Coke" received Gold Award for Best Use
of Advertising in a Promotion (Australasian Promotion Marketing Awards of
Excellence, 2005)

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COCA-COLA SLOGANS FROM 1886 – 2005

1886 -: Drink Coca-Cola

1900 -: Deliciously refreshing for headache and exhaustion, drink Coca-Cola
1904 -: Coca-Cola is a delightful, palatable, healthful beverage Coca-Cola
satisfies Delicious and Refreshing. Drink Coca-Cola in bottles - 5¢
1905-: Drink a bottle of carbonated Coca-Cola .Coca-Cola revives and sustains
Drink Coca-Cola at soda fountains. The favorite drink for ladies when thirsty,
weary, and despondent Good all the way down. Flows from every fountain. Sold
in bottles
1906 -: The drink of quality. The Great National Temperance Thirst quenching -
delicious and refreshing
1907 -: Delicious Coca-Cola, sustains, refreshes, invigorates Cooling…
refreshing… delicious .Coca-Cola is full of vim, vigor and go - is a snappy drink
1908 -: Sparkling - harmless as water, and crisp as frost The satisfactory
beverage
1909 -: Delicious, wholesome, refreshing Delicious, wholesome, thirst
quenching Drink delicious Coca-Cola. Whenever you see an arrow thinks of
Coca-Cola
1910 -: Drink bottled Coca-Cola - so easily served It satisfies. Quenches the
thirst as nothing else can.
1911 -: It’s time to drink Coca-Cola .Real satisfaction in every glass
1912 -: Demand the genuine - refuse substitutes
1913 -: Ask for it by its full name - then you will get the genuine. The best
beverage under the sun. It will satisfy you. A welcome addition to any party -
anytime – anywhere

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1914 -: Demand the genuine by full name exhilarating, refreshing
Nicknames encourage substitutions. Pure and wholesome
1915 -: The standard beverage
1916 -: It’s fun to be thirsty when you can get a Coca-Cola. Just one glass will
tell you
1917 -: Three million a day. The taste is the test of the Coca-Cola quality
there’s a delicious freshness to the flavor of Coca-Cola
1919 -: Coca-Cola is a perfect answer to thirst that no imitation can satisfy. It
satisfies thirst. Quality tells the difference
1920 -: Drink Coca-Cola with soda. Delicious and refreshing. The hit that saves
the day
1922 -: Quenching thirst everywhere. Thirst knows no season. Thirst can’t be
denied. Thirst reminds you - drink Coca-Cola
1923 -: Refresh yourself. A perfect blend of pure products from nature.
There’s nothing like it when you’re thirsty
1924 -: Pause and refresh yourself
1925 -: Six million a day. The sociable drink. Stop at the red sign and refresh
Yourself.
1926 -: Thirst and taste for Coca-Cola are the same thing. Stop at the red sign
1927 -: Around the corner from anywhere. At the little red sign
1928 -: A pure drink of natural flavors
1929 -: The pause that refreshes
1930 -: Meet me at the soda fountain
1932 -: Ice-cold sunshine. The drink that makes the pause refreshing
1933 -: Don’t wear a tired, thirsty face
1934 -: Carry a smile back to work. Ice-cold Coca-Cola is everywhere else – it
ought to be in your family refrigerator. When it’s hard to get started, start with a
Coca-Cola
1935 -: The drink that keeps you feeling right. All trails lead to ice-cold Coca
Cola. The pause that brings friends together

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1936 -: What refreshment ought to be? Get the feel of wholesome refreshment
1937 -: America’s favorite moment. Cold refreshment. So easy to serve and so
inexpensive. Stop for a pause… goes refreshed
1938 -: Anytime is the right time to pause and refresh. At the red cooler. The
best friend thirst ever had. Pure sunlight
1939 -: Coca-Cola goes along. Make lunch time refreshment time. Makes travel
more pleasant. The drink everybody knows. Thirst stops here
1940 -: Bring in your thirst and go away without it. The package that gets a
welcome at home. Try it just once and you will know why
1941 -: A stop that belongs on your daily timetable. Completely refreshing
1942 -: The only thing like Coca-Cola is Coca-Cola itself. Refreshment that
can’t be duplicated. Wherever you are, whatever you do, wherever you may be,
when you think refreshment, think ice-cold Coca-Cola
1943 -: That extra something. A taste all its own. The only thing like Coca-Cola
is Coca-Cola itself. It’s the real thing
1944 -: How about a Coke. High sign of friendship. A moment on the Sunnyside
1945 -: Whenever you hear “Have a Coke,” you hear the voice of America.
Passport to refreshment. Happy moment of hospitality. Coke means Coca-Cola
1947 -: Coke knows no season. Serving Coca-Cola serves hospitality. Relax
with the pause that refreshes
1948 -: Delicious and refreshing. Where there’s Coca-Cola there’s hospitality.
Think of lunchtime as refreshment time
1949 -: Coca-Cola....Along the highway to anywhere
1950 -: Help yourself to refreshment
1951 -: Good food and Coca-Cola just naturally go together
1952 -: Coke follows thirst everywhere. What you want is Coke. The gift of
thirst
1953 -: Dependable as sunrise
1954 -: For people on the go. Matchless flavor
1955 -: Almost everyone appreciates the best. America’s preferred taste
1956 -: Feel the difference. Friendliest drink on earth. Makes good things taste

85
better
1957 -: Sign of good taste
1958 -: Refreshment the whole world prefers. The cold, crisp taste of Coke
1959 -: Cold, crisp taste that deeply satisfies. Make it a real meal
1960 -: Relax with Coke. Revive with Coke
1961 -: Coke and food - refreshing new feeling
1962 -: Enjoy that refreshing new feeling. Coca-Cola refreshes you best
1963 -: A chore’s best friend. Things go better with Coke
1964 -: You’ll go better refreshed
1965 -: Something more than a soft drink
1966 -: Coke...after Coke...after Coke
1970 -: It’s the real thing
1971 -: I’d like to buy the world a Coke
1975 -: Look up America
1976 -: Coke adds life
1979 -: Have a Coke and a Smile
1982 -: Coke is it!
1985 -: We’ve got a Taste for You (Coca-Cola and Coca-Cola classic)
America’s Real Choice
1986 –: Catch the wave (Coca-Cola).Red White & You (Coca-Cola classic)
1989 -: Can’t Beat the Feeling
1990 -: Can’t Beat the Real Thing
1993 -: Always Coca-Cola. Taste it all
1994 -: Play Red Hot Summer
1995 -: Play Red Hot Summer Again
1996 -: Enjoy
2001 -: Life is Good
2005 -: Welcome to the Coke side of life
2008 -: Jashan mana le

86
 PRODUCTS

NAME GLASS PET CAN FOUNTAIN

THUMS UP 200ml,300ml,500ml 500ml,1.5 L, 330ml Various
1000ml 2L, 2.25 L,
500ml +100ml
COKE 200ml,300ml,500ml 500ml,1.5 L, 330ml Various
1000ml 2L, 2.25 L,
500ml +100ml
FANTA 200ml,300ml 500ml,1.5 L, 330ml Various
2L, 2.25 L,
500ml +100ml
LIMCA 200ml,300ml,500ml 500ml,1.5 L, 330ml Various
1000ml 2L, 2.25 L,
500ml +100ml
SPRITE 200ml,300ml 500ml,1.5 L, 330ml Various
2L, 2.25 L,
500ml +100ml
MAAZA 200 ml, 250 ml 1000ml TETRAPACK
125ml, 200ml
MMPO 400ml ,1.2 L

87
 SWOT ANALYSIS

The SWOT analysis is been done on The COCA COLA Company and following things has been
preferred in terms of company.

STRENGTHS

• Strong brand name.

• Effective and efficient management.

• Adaptability with changing market trend and demand.

• Strong market strategy.

• Strong distribution channels.

• MMPO – healthy.

WEAKNESS

• Lack of proper sales man training.

• Problem in the frequency of the delivery of goods

88
OPPORTUINITIES

• Diversification of juice and other products, with growing market so handsome opportunity to
increase sale and capture market.

THREATS

• Change in taste of people.

• More competitors.

• Unpredictable market conditions.

• In terms of the product to be launch it could be the expected threat that the off season is at the
door step.

89
 CHAPTER III
PRESENTATION OF DATA AND ANALYSIS

90
 RESEARCH METHODOLOGY

UNIVERSE
The universe is the entire group of items in the Lucknow

SAMPLE SIZE
Sample size refers to the number that has been collected from the universe to conduct a
survey. A group of 250 respondents were selected randomly based on convenience and
accessibility.

TYPE OF DATA
The approach to sourcing information for the “Coke Market Survey” is primarily by
informal Communications and interviews with participants in the coke market, i.e.
consumers, traders and producers in all parts of the world.
Sources of information will include:

� Statistical data on production and demand from industry associations and producers
� Conference papers and company information
� Trade data where available
� Interviews with key industry participants the approach to sourcing information for the
“Coke Market Survey” is primarily by informal communications and interviews with
participants in the coke market, i.e. consumers, traders and producers in all parts of the
world.
Sources of information will include:
� Statistical data on production and demand from industry associations and producers
� Conference papers and company information
� Trade data where available
� Interviews with key industry participants

91
Primary Data

It is better to go for primary data i.e. for the first hand Information. This survey was
followed by using the primary data collection method Followed this survey. For collecting
the data we followed the Questionnaire method.

SAMPLING TECHNIQUE

As the universe is quite large so a relatively small group of individuals selected are able to
represent the whole universe. In my project I Followed the simple random sampling, very
elements of the universe was given an equal chance of being selected

SAMPLING UNIT

Consumers of cold drink in Lucknow

92
DATA ANALYSIS TOOL:-Pie Chart.

INTERPRETATION

Out of 250 people 45% consume cold drink twice in a week,33% occasionally & 22%

more than twice in a week

twice

occasionally.

more than
twice

INTERPRETATION

In the given sample size 25% people prefer thumps-up,20% fanta, 18% coca-

cola,17%limca,15%sprite &5%maaza.

Thum ps-up
Fanta
coca-cola
Lim ca
Sprite
Maaza

93
INTERPRETATION

Out of sample 65% people prefer drink due to its taste, 25% due to brand &10% .

due to its packing.

Taste
Brand
Packing

INTERPRETATION

Out of sample 42% people prefer plastic bottles,38%people glass bottles &20%

tin packing

Plastic bottles
Glass bottles
Tin

INTERPRETATION

Out of 250 people 48% people think 500ml is better,34% prefer 250ml &18% 1

94
 liter

500ml
250ml
1Liter

INTERPRETATION

Out of the sample 38%people want drink to be more cheap,25% want more schemes,22%

want more taste & 15% want packing to be more attractive.

More cheap

More schemes

More taste

More attractive
packing

INTERPREATION

Out of 250 people 72% people are satisfied with the service of shops or

agency and 28%people are not satisfied.

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 Satisfied
Not satisfied

ANALYSIS

1. Under the brand name of coca-cola most of the people prefer Thumps-up due to its
better taste. It is too strong so it satisfy them more & it also contain proper amount
of soda.

2. People prefer Maaza less than any other drink of the same brand as it is very sweet
in taste & contains less soda .It taste more like a juice than a cold drink.

3. So, Maaza is famous among the people as a drink for children ,where as Thumps-
up is preferred by every one due to its hardness.

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 1. Do you think advertisement increases demand for a product?

Findings: Agree 50%

Strongly Agree 36%
Neutral 14%

Graph:

A - Agree
S.A. - Strongly agree
N - Neutral

50%
50
45
36%
40
35
Percentage

30
25
20 14%
15
10
5
0
A S.A. N

Analysis:

97
The percentage of people who agreed was 50%. They think that advertisement increases
demand for a product. 36% people strongly agreed, while at the same time 14% were
neutral.

Interpretation:

On the basis of the analysis, we interpret that demand is totally based on advertisement
and the behaviour of consumers also depends on AD, most of the consumers buy things
because of advertisement.

98
 2. Which advertisement of a particular product you like the most?

Findings: Coke 52%

Cadbury 12%
Pepsi 16%
Slice 1%
Colgate 1%
Pears 1%
Aadidas 1%
Tajmahal 16%

Graph:

Co - Coke
60 Ca - Cadbury
52 P - Pepsi
50 S - Slice
C - Colgate
Percentage (%)

Pr - Pears
40 A - Adidas
T - Tajmahal
30

20 16 16
12

10
1 1 1 1
0
Co Ca P S C Pr A T

Analysis:

99
 When we asked the customers which advertisement did they like most-52% of the

respondents say “THANDA MATLAB COCA-COLA” and Pepsi gets 16%, Tajmahal

gets 16%, 1% goes to each of the Slice, Colgate, Pears & Adidas and Cadbury gets 12%.

Interpretation:

Keeping in view the above analysis it can be interpreted that COKE because of its
PUNCH LINE occupied a greater percentage of respondents’ mind. Similarly for other
mentioned products, percentage wise which thereby shows that the particular
advertisement is on tip of their tongue, which strongly denote increase in demand.

100
 3. How far are you influenced by the AD to buy a particular product of your
choice?

Findings: 50% 12 respondents

More than 50% 22 respondents
Less than 50% 10 respondents
100% 06 respondents

Graph:

25
22

20
Respondent

15
12
10
10

6
5

0
50% >50% <50% 100%

Analysis:

The respondents respond that they are influenced to buy a particular product to an extent

more than 50% while at the same time there were people with an opinion less than 50%.

101
Interpretation:

In the above mentioned analysis, the general perception of the respondents was that Ads
did influence them to buy particular products.
This leads us to interpret that the buying decision of a particular respondent depends on
the advertisement.

4. Were you BUYING or are you going to buy the product shown in the
advertisement?

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Findings: YES 76%
NO 24%

Graph:

80
76%

70
Percentage (%)

60

50

40

30
24%

20

10

0
YES NO

103
Analysis:

We analyze that about 80% of the respondents bought the products as shown in the
advertisement and at the same time were willing to buy the product keeping aside 20% of
the respondents who showed their denial.

Interpretation:

After the analysis conducted, we interpreted that advertisements played a crucial role
towards buying decision of the respondent which reflects that they are strongly influenced
to buy the product of their choice as shown in the advertisement.

5. How much percentage would you advocate to advertising in buying decision?

Findings: 50% 15 respondents

104
 60% 20 respondents
10% 18 respondents
40% 07 respondents

Graph:

25

20
20
18
Respondents

15
15

10

0
50% 60% 10% 40%

105
Analysis:

On the basis of Questionnaire, we analyze that 20 respondents give 60% to advertising in

buying decision, 18 respondents give 70%, 15 respondents give 50% and 7 respondents
give 40% to advertising in buying decision.

Interpretation:

As per the views of the respondents, we perceive that advertisement plays a significant
role and it governs the buying decision of the respondents.

106
 6. Advertisement MAY / MAY NOT influence purchase decision of consumer.

Findings: MAY 80%

MAY NOT 20%

Graph:

90
80%
80

70

60
Percentage (%)

50

40

30
20%

20

10

0
MAY MAY NOT

Analysis:
Viewing the percentage of respondents, we analyzed that advertisement may influence
purchase decision of consumers.

107
Interpretation:

Based on the above analysis, we interpreted that yes, advertisement does influence the
purchase decision of consumers which is relevant to the fact that the respondents go for
buying a particular product of their choice and that choice hits their mind when they view
a couple of advertisement.

108
 LIMITATIONS

It is always true that there is no end to learning and experimentation,

similarly we can never conclusively say that a study is complete. This
study could also have been more comprehensive but due to paucity of time,
the number of samples and questions both were limited to a certain extent.
Still the results deduced from the study are well supported by the data
available.There are various limitation of the study:

• The data gathered over the entire span of this project may not be
completely accurate due to the unpredictability of human nature and
non-coperative nature of respondents.
• A short time-frame of only two months might not be enough to yield
the desired results that were envisioned during the commissioning of
this project.
• The results would had been better reflected if the study would had
covered other locations across the country
• More representation from several departments at all levels would had
given a good mix to the respondents pool
• Since a convenience sample was sought, many potential respondents
may have been missed

109
 CHAPTER IV
FINDINGS, CONCLUSIONS AND SUGGESTIONS

110
 FINDINGS

• Coca-cola India’s biggest growth has come from Kinley, its packaged water.
• Coca-cola continues to re-affirm its commitment to India through active
“Citizenship Efforts.” All its plants in India partner with local NGOs to alleviate
local community issues in numerous small ways. It boasts of impeccable
credentials on quality
• No regular visits to the outlets
• No standard rates in the market.

• Outlets don’t have knowledge about the schemes provided by coca-cola.

Problem faced by retailers:

• No sign board, flexi board & paintings.

• Lack of two way communication.

• Less supply of variants.

Other findings:

RED IMPROVEMENT : making the dealers aware with the brand order and the purity
will help us in maintaining RED , encouraging them to buy Ice boxes to keep the purity of
our coolers will add to our efforts . Basically dealers are not aware of the brand order we
need to educate them in order to help ourselves .

UTC plan could not create that buzz in the two markets. Problem what consumer faced is
the method of messaging; moreover the sms had a cost. Very few people received some
talk time so that discouraged the customers in short the scheme could not do that well that
it done in the past years with similar kind of schemes.

111
Labour and salesmen need both the information and the motivation :

They both do not feel attached to a World class number one brand company , some moral
boosting and motivating activity should be done for example :

- addressing him in front of all salesmen for last day’s performance

-citing him as an example to others.

-address his commitment and effort

- maintaining a performance board in the depot and months top performers photo should
be placed there.

-talking to him, listen to his problems and motivate them.

APPLICATION OF HENRY FAYOL’S 14 PRINCIPLE OF MANAGEMENT

Henry Fayol gave 14 principle of management which are still practiced in many
organization , even in Coke it is followed but one of its important principle is left behind
or we can say has taken the back seat . Following are the Fayol’s 14 Principle of
Management :

1. Division of Work

2. Authority

3. Discipline

4. Unity of Command

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5. Unity of direction

6. Subordination of individual interest

7. Remuneration

8. Centralization

9. Scalar Chain

10. Order

11. Equity

12. Stability of tenure

13. Initiative

14. Esprit de corps

The last one i.e Esprit de corps, Fayol said management must foster the moral of
its employees . He further said that “ real talent is needed to coordinate effort ,
encourage keenness, use each person’s abilities and reward each one’s merit
without arousing possible jealousies and disturbing harmonious relations “.

Proper HR policies and its implementation is needed to manage this huge man
force which works for us nearly 18 hrs a day , is they are satisfied then in lieu of
they will work with much more efficiency .

RIGHT BALANCE IS NEEDED TO MANAGE MOBILE WORK FORCE

AND THE GROWTH OF FIRM .

113
• Entrepreneur can not afford to deliver daily all his time to labour or else his focus
will shift and will not be able to take his business to the next level.

• Need of good HR practice & IT tools.

• For eg Mother dairy’s van are IT enabled , and manager keeps a track of all the
vehicle from his laptop , this keeps the labour in check and he sees the penetration
by merely sitting in his office.

COMMON PROBLEM WITH LABOURS

1. Absenteeism

2. Low productivity

3. Irregular Behavior pattern

Coke faces following problems

1. Proper education

2. Motivation

3. Thefts & cheats

4. Manipulation

5. Work load

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SEVEN RULES FOR MANAGING A MOBILE WORK FORCE :

1. Update your management style .

2. Put everyone on the same page .

3. Give limited access.

4. Work on the glue but stay vigilant

5. Using HR and IT tools .

6. Keep tools up-to-speed

7. Measure productivity and not the activity.

115
 CONCLUSION

Brand development strategy of Coca Cola has been far reaching and has managed to
remain in the limelight ever since it became a favorite with the non alcoholic
drinkers.
It has been noticed that brand loyalty is an important factor in maintaining the number one
position. The article below suggests the various brand building techniques of the
company.

Founded in the year 1886, the Coca Cola company enjoys the status of being one of the
biggest non alcoholic beverage companies of the world. It has a distribution system,
which makes it unique from the rest of the non alcoholic beverage manufacturers. Over
the years, Coca Cola has passed several tests of brand enhancement and the company
makes it a point that the products under the banner Coca Cola continue to invade the
minds of the consumers.
The brand development strategy of Coca Cola comprised redesigning of its brand
development policies and techniques to keep up with the changing mindset of its
consumers. Earlier, this brand believed in the following:

• Afford ability
• Availability
• Acceptability

However, this brand development strategy of Coca Cola was re worked to stress on the
following instead:

• Price value
• Preference
• "Pervasive penetration".

The essence of brand building of the company lies in the fact that it wants its consumers
accessibility to be "within an arm's reach of desire". In an attempt to build its brand

116
identity, as many as 20 brand attributes are tested every month involving as many as 4000
customers. The brand development strategy of Coca Cola is effective as it has been able to
construct, manage as well as maintain its brand image since yesteryears.

Another reason why this brand has gained unanimous acceptance all around the globe is
due to the fact that it has been able to connect very well with its consumers. This implies
brand loyalty. Brand loyalty has been instrumental in keeping up the brand image of Coca
Cola. It believes in shelling out the best so that the consumers are retained by default. A
part of the brand building technique is also to enhance "purchase frequency". The
company has also invested in various advertisement campaigns often engaging the
services of celebrities around the globe. In addition to the consumers, there is another
category of consumers, who increase the consumer base and they constitute the collectors
of the brand. The collectors usually indulge in collecting old as well as upcoming logos of
Coca Cola, bottles and literary matter.
With regard to the brand development of Coca Cola Zero, the company came out with an
advertisement, which was quite different from the conventional ones. In this regard, (no
calorie beverage), it has shelled out three types of products.

• Coca Cola Classic

• Diet Coke
• Coca Cola Zero.

There are few experts who believe that when Coca Cola had the tag line of "The Real
Thing", it was really that but with the invention of various categories of coke, the "real
thing" changes to "many things", and the original flavor is usually lost. Hence, the brand
building strategies should be such that it does not confuse people and is able to retain
consumers despite the fact that several new non alcoholic beverage firms are on the anvil.

117
 SUGGESTION/RECOMMENDATION

1. Attempts should be made to increase the advertisements by providing the

retailers with proper banners.
2. Regular checks of the glow signs and small boards should be placed at the
shops.
3. Hoardings should be placed at most visible area.
4. The company personnel’s should visit the outlets to know about the feedbacks
of retailers.
5. The company visit should also be made to check the status of proper supply
chain management.
6. Periodical meets should be organized to know the retailers and their needs.
7. Load out should be made according to the route in which the vehicle is going.
Load out need not be uniformed for all route. This ensures the availability of
some particular SKU’s in more quantity which is essential for that specific
route.
8. Any complain regarding the non working of the fridge and other company
related products should be attended to as soon as possible for retailer
satisfaction, thereby developing a long lasting relationship with the retailers.
9. Restaurants and other similar outlets should be insisted to keep visi cooler at
the point of sale, so that it results in more product version.
10. Should work on grocery and convenience store as there market share are low.
They are the most unsatisfied retailers because of less supply of product
variants.
11. Expect of discount in monetary terms, we should give offer like on 10 bottles,
1 or 2 bottles free.
12. Publicity of some brands should be done as a drink of every age group.eg
Maaza.
13. The quantity of sugar as well as mango juice should be reduced.

118
ANNEXURE

119
 QUESTIONNAIRE

Dear Madam/Sir,

I,Shahvez Deen, an MBA student pursuing my course from AMITY UNIVERSITY

LUCKNOW. As a part of my curriculum I am undergoing summer training at coco-
cola, lucknow. Please give your views/opinions in the space provided below. The
information provided by you will be kept highly confidential& will be used by me
strictly for an analysis only.

Name:__________________________________

Age:___________________________________

Contact no.:_____________________________

Occupation:_____________________________

Q.1. How many times you consume a cold drink in a week?

(i) Occasionally ( ) (ii) twice ( ) (iii) more than twice.( )

Q.2 Which drink you will prefer under the brand name of coca cola?

(i)Thumps-up ( ) (ii) Limca ( ) (iii) Maaza ( ) (iv) Sprite ( )

(v) Coca cola ( ) (vi) Fanta

Q.3 Why you prefer the same drink?

(i) Taste ( ) (ii) Brand name ( ) (iii) Packing ( )

Q.4 Which packs you like most?

(i) Glass Bottles ( ) (ii) Plastic Bottles ( ) (iii) Tin packing ( )

Q.5 Which quantity you think is most convenient?

120
 (i) 250ml ( ) (ii) 500ml ( ) (iii) 1 liter ( )

Q.6 Among the above, which drink you dislike most and why?

Ans.______________________________________________________

Q.7 Which other thing you like to be added in your favorite drink?

(i) More taste ( ) (ii) More cheap ( ) (iii)More attractive packing ( iv) More

offers or schemes ( )

Q.8 Are you satisfied by the services provided by agency or shops?

(i) Yes ( ) (ii) No ( )

Q.9 If no, then what problem you face?

Ans. _____________________________________________________

Q.10 Your suggestions

Ans.___________________________________________________________

___________________________________________________________

___________________________________________________________

___________________________________________________________

Thanks for your co-operation!

121
 BIBLIOGRAPHY

The relevant information for the Project has been taken from:

Websites Referred:

(1) Coca-colaindia.com
(2) Cocacola.com

Books Referred:

(1) Canadian Fourth Edition, MARKETING MANAGEMENT Analysis, Planning And

Control- Philip Kotler and Ronald E. Turner.

(2) Kotler, Phillip & Turner, Ronald.E; Marketing Management - Analysis, Planning
And Control; Canadian Fourth Edition, Pearson Publication
(3) Coca-Cola India Handbook - Coca-Cola Beverages Pvt. Ltd

(4) Sales Presenter Guide – Coca-Cola Beverages Pvt. Ltd

122