A Study On Effect of RED Norms on the Growth Of Coca cola VISHWA VISHWANI INSTITUTE OF SYSTEM AND MANAGEMENT

Under the Guidance of (Prof. Sunitha Ratnakaram) Submitted to the FACULTY OF BUSINESS MANAGEMENT In partial fulfillment of requirement For the award of the POST GRADUATE DIPLOMA IN MANAGEMENT July 2011 SUBMITTED TO -: SUNITHA RATNAKARAM SUBMITTED BY-: ASHISH PRAJAPATI

PREFACE
Summer Training in any organization is an attempt to provide the student a practical Input and Exposure to the Real world situation in which he has to work in future. My training in COCA-COLA was an attempt in this regard. The project work provided to me was a survey titled based on R.E.D. Right execution daily it was to find out the Effect of RED Norms on the growth of coca cola /Bottom outlet performance , Perfor mance/1.25ltr sprite m m n f , juice availability , Marketing element and prime position, across various outlets under 7 distributors Varanasi City. The Extract of the work is presented in this report under various headings as, Introduction, Companys Profile, Project Introduction, Methodology, Data analysis, Suggestions and Conclusions. This report provides me a chance to study and analyses the practical aspects of the topic (Effect of RED NORMS on the Growth of Coco Cola). It enhanced my knowledge in the field of marketing. This project also gave me the chance to improve logical thinking and interacting patterns.

While working on the project, we came to know about the latest marketing strategies and trends prevailing in the market. The way of selling and distribution network of Coca Cola was different.

DECLARATION

I, Ashish Prajapati , hereby declare that this project titled Effect of red norms on the growth of the coca cola is an original work carried out by me , under the guidance of Prof sunitha (Designation of the professor) . The report submitted by me is a bonafide work carried by me of my own efforts and it has not been submitted other Universsity or published any time before

Ashish Prajapati Redg no- 6154

Date: Place:

CERTIFICATE

Certified that this Project titled A Study On Effect of red norms on the growth of Coca-cola is the bonafide work of ashish Prajapati, who carried out the research under my supervision, certified further, that to the best of my knowledge the work reported here is does not form part of any other thesis or dissertation on the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate.

Signature of the Faculty Guide Sunitha Ratnakaram 4

Date: Place

ACKNOWLEDGEMENT

This project report bears the imprint of many people who were either directly or indirectly involved in the successful completion of this project work. I wish to accord my sincere gratitude to Hindustan Coca Cola Beverage Private Ltd. Varanasi, for accepting me as Summer Trainee in their esteemed organization. I expressed my sincere indebtedness to Mr. Anoop Mishra, (STL.) of coke for his able guidance & active association & constructive suggestions, which immensely helped in the preparation of this project at all stages. I am thankful to Mr ram singh who have given me ample guidance in preparation of this project. I shall always remember the valuable help given to me by all this associates.Especially capability development executive Mr.ram singh giving shapes in this report. I am grateful to Hindustan Coca Cola Beverages Pvt. Ltd., Authorities for throwing their gates open to all facilities & giving me an opportunity to work in a congenial during the course of my involvement in this project report.

ASHISH PRAJAPATI

EXECUTIVE SUMMARY This project high lightens the importance of effect of red norms on the growth of coca cola. This project also highlights the promotional activities that were carried out during thelaunching of the new products and to increase the market share of their existing products. This project deals with the various aspects of marketing and sales.R.E.D. survey, we mean that, other than doing the fresh marketing activities, creating new consumer & customer, doing new promotion and Advertising is done in relation to the 4 P's of marketing that is Product, Price, Place, Promotion. There exist some opportunity in the marketing activity done by the company in the past. In R.E.D. (RIGHT EXECUTION DAILY) rather than doing fresh marketing activities gaps are found in the alerting system for product, place, and promotion activities done by the company in the past and corrective actions are taken accordingly .In R.E.D. survey While doing the trade in its present manner, opportunities are found for tilling up the gaps in the existing system, and efforts made in order to remove the deficiency by doing the marketing activities.

CONTENT

CHAPTER NO CHAPTER 1

TITLE INTRODUCTION General Introduction Objective of study Need of study Scope of study Limitation of study RESERCH METHODOLOGY

PAGE NO 10- 16

CHAPTER 2

18- 21

CHAPTER 3 COMPANY PROFILE INDUSTRY PROFILE LITERATURE REVIEW CHAPTER 4 DATA ANALYSIS CHAPTER 5 FINIDINGS SUGGESTION CONCLUSION QUESTIONNAIRE BIBLIOGRAPHY 83 84- 85 86 87- 90 91 49- 82 23- 30 31- 33 34- 47

CHAPTER -1 INTRODUCTION

INTRODUCTION
Beverage industry is one of the fast growing industries in India .it can be divided into two sections i.e. carbonated and non-carbonated. the carbonated drinks that can be further classified into cola, lemon orange, mango and apple segments. Marketing includes all the activities like promotion, distribution, advertising etc. To fulfill all the segments of consumers. Marketing is also to convert social needs into profitable opportunities. So this topic provides all the essentials to theoretical knowledge with practical knowledge and to inculcate the efficiency. it is also requirement for the company to improve their service and product quality for achieving their ultimate goal. As far as the soft drink market is concerned, it is facing the cut throat competition because of the availability of a large number of indirect as well as direct competitors. Single company offers the soft drink to the market in different taste and flavors. In this industry entire range of flavors are produced by other competitors also. More often it becomes impossible to differentiate between the same flavors of two different brands, when served in plane container, range also. All these factors together make the situation complicated. besides both corresponding brands have the similar price.

Objective of study
Any project work to be carried out in any organization or in any fieldwork in the market has certain per decided and specified objective, which is to be attained. The whole survey or fieldwork is designed in accordance with that objective .The whole survey is broken down in two various parts, which individually contribute to that project's objective. The objective laid down helps to solve the problems that exist in the organization. This problem provides the foundation for the project and the projective. The various things that are to be done in any survey, the various components of the problem and the project objective provide the base for deciding the scope of the project. The scope of the project varies from project to project, the scope are the limit with in which the person carrying out the project has to work. It provides the person various things that are to be done. Under project it is basically the subdivision of the project objective. The project provided me by the company is titled as : "Effect of red norms on the growth of coca cola By R.E.D. survey, we mean that, other than doing the fresh marketing activities, creating new consumer & customer, doing new promotion and Adventuring is done in relation to the 4 P's of marketing that is Product, Price, Place, Promotion. There exist some opportunity in the marketing activity done by the company in the past. In R.E.D. (RIGHT EXECUTION DAILY ) rather than doing fresh marketing activities gaps are found in the alerting system for product, place, and promotion activities done by the company in the past and corrective actions are taken accordingly .In R.E.D.. survey While doing the trade in its present manner, opportunities are found for tilling up the gaps in the existing system, and efforts made in order to remove the deficiency by doing the marketing activities. The main objective of this RED project is to increase the sales of the company. 10

 To advertise the various products of the company. To find out the present sales status of ThumsUp, Coke, Sprite, Limca, Fanta, Maaza at the retail outlets in the area.. To collect data from retailers for the activation of new channels of distribution. To study the pre-sale concept of the coke. . The data collected includes both the major companies operating the industry, Coca-Cola and PEPSI. Under the project work the data to be collected through the Questionnaire was basically related to four things: - Cooler Purity, Cooler Display, Warm & Outside Display, POS Display and Product availability. Cooler Purity & Cooler Display: Here cooler purity means whether the products available in the cooler / fridge is of the same company to which the fridge belongs or of any other company's product is also available. It is measured in the (%) terms i.e. 0%, 50%, 75% and 100% purity. The other thing includes display of the products on the top of the cooler, product inside the cooler on top shelf, 2nd shelf and 3rd shelf. Warm and Outside display: The warm displays represent the display of the product in various packs and flavours inside the outlet, whereas the outside display is the no of crates present outside the store. In the project the warm display is considered according to the various flavors in which Coca-Cola product is available. The COLA brands, non - cola brands, focus brand and water display so considered for inside / warm display. For outline display minimum no. of crates to be present is considered as 4. .

POS Display: For POS Display, POS material is material from the company provided for advertising like glow signs, posters, dangles, banners, scheme publicity material, calendars and others POS materials. He data collected through the close ended Questionnaire about the venous heads explained is answered as yes or no for various things weather it is there or not.

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Need of Study
The study is limited to eastern region of coca cola which is a multinational company, so the area plays as a constraint in the study. The time period allotted for the study was only of two months, which may provide a deceptive picture in comparison of the study based on long run. The study was based on both primary and secondary data but the relevance of the secondary data may not be justified. The success of any survey depends upon the quality and integrity of the surveyor who collect the basic data by expressing the subject under the study and on the respondents who provides the data required by filling up the questionnaire . The accuracy of the data collected solely depends upon the cooperation and truthfulness of the person who is being interviewed

How did the product get accessible to every retailer? Which model is effective to deliver the product to the potential retailer? Did the potential retailer feel that the brand is important to purchase? Which attribute of our services that make to potential buyer to prefer the particular product?

Did the potential customers felt that the branded product matches their expectations?

How the supply chains influence the market? What is the effect of the competitors product? Are the potential retailer and wholesalers are satisfied with the supply chain, services quality etc

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Scope of the study

The study helps to evaluate the merchandising and productivity activities of soft drinks. The study finds out which way of supply chain is required to get new customers in entire Varanasi. The study finds out the perceptions of retailer towards the new products of coca-cola (MMNF). This study also helpful to identity specific choice of buyer. It will be useful in finding out the factor influencing the purchase intention of products.

The study will help the company to find the more reaching sources of productivity

Limitations of Study
Sales and distribution is an integral part of marketing. Here, Coca Cola the leading brand in soft drinks worldwide. Coke has maintained its brand image with high precision. The marketing strategy of Coke is very stringent than others. The main features in their marketing by their offerings and its sales and distribution. Its my gratitude to work with Coca Cola company specially in marketing department. I have been placed their in sales and distribution department for my internship. The research work was not so easy as Coca Cola is very strict in their marketing policy. In the beginning the main reason for conducting this study was to know the proper allocation of distribution to the suppliers and also to know about the products sales. Further, it is to understand the availability of the product and to check out that there is the proper advertising of the product and also to know the working condition of the visi cooler provided by the company.

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Also to know the various scheme provided by the Coca Cola is really applied in the market or not. And to compare the schemes with Pepsi products.The study is done to understand the problem of the retailers, anunderstanding the pre-sale conceptwell as the behaviour of the respondents also played as a constraint during the research

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Chapter -2 Research Methodology

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RESEARCH METHODOLOGY
Operational SetupThe success of any survey is depends upon resources, quality and timing and integrity of the surveyor who compiles the primary data. So it is a very important task is to manage all the available resources which make impact on the quality of survey. ApproachThe approach behind a surveyor the project varies with the purpose of the survey. Under this report, "quantitative" approach is used which is concerned with the objective assessment of the availability and display that is clearly visible and can be easily quantified. No subjective assessment is involved in this report. PlaceThe survey was conducted at 32 retailer outlet in varanasi city. Area of surveyFor performing any survey a sample is selected from the population. All the consumers are chosen from different location of the varanasi City. Planning: For a successful compilation and best result within a limited time the planning was must. In this way the first step was to design an appropriate data form we can say it questionnaire that covers all the mandatory areas of information that is to be analyzed. The data form which I was used to collect data was designed by me and my immediate supervisor. Schedule:

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To achieve the desired goal it was necessary to make schedule of tasks which were handed over to us. So keeping in view the original objective, the content of the schedule was prepared. Then I and my group members collected data from the desired field. Since the data form distribution and collection was an official work so it was a time taking process. In the meantime it was our work to keep in touch with our fields. Sampling Design : Design is the plan, structure & strategy of investigation conceived so as to attain answer to questions' to survey and to control the variances. According to this project's / survey's purpose the analytical, interpretive/objective design was chosen. Data Collection Method: The two sources for data collection are documentary or secondary and field or primary is used. Because I have to collect the information, which is fickle in nature, the availability and display of the product changes even each and every day, therefore questionnaire is selected as the survey instrument. The forms used for the survey were close-ended questionnaire consisting of various items. I have covered varanasi city & took data of different it was great to visit company like "Coca-Cola", season like "Summer" and product like "Cold Drink", combining all the factors together make the sample design for the project very important for the real extract from the market. According to my judgment and to cover all the major areas the sample was selected. The sample size was 90 consumers. Statistical Tools: Representation of statistical data by diagram, graphs, charts or pictures is more effective than tabular representation being easily intelligible to a layman, indeed diagrams is most essential whenever it is required to convey any statistical information to the general public. 17

The more important types of diagram which are use in statistical work are:1. Bar Diagram: Mode of diagrammatic representation of data is the bar diagram. In this method bar of equal width are taken for the different items of the series. The length of the bar represents value of the variables concerned. 2. Pie Chart: It is a circle whose area is divided proportionately among the different components by straight lines drawn from the center to the circumference of the circle. When statistical data are given for a number of categories and we are interested in the comparison of various categories or between a part of the whole, such a diagram is very helpful in effectively displaying the data. Sample Size : 90 : Random

Type of Sampling

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CHAPTER 3

COMPANY PROFILE INDUSTRY PROFILE LITERAURE REVIEW

19

3. COMPANY PROFILES

HISTORY OF COCA-COLA The world has changed in many ways since pharmacist, John Syth Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta, Georgia. The name and the product mean so many things to hundreds of Millions of consumers around the globe. Coca-Cola products are served more than 705 million times every day, quenching the thirsts of consumers in more than 195 countries in every climate. That's a long way to come after such a modest beginning... May - Pemberton concocted a caramel-colored syrup in a three-legged brass 1886 kettle in his backyard. He first "distributed" the new product by carrying Coca-Cola in a jug down the street to Jacobs Pharmacy. For five cents, consumers could enjoy a glass of Coca-Cola at the soda fountain. Whether by design or accident, carbonated water was teamed with the new syrup, producing a drink that was proclaimed "Delicious and Refreshing." Dr. Pemberton's partner and bookkeeper, Frank M. Robinson, suggested the name and penned, in the unique flowing script that is famous worldwide today, " 1886 - Sales of Coca-Cola averaged nine drinks per day. That first year, Dr. Pemberton sold 25 gallons of syrup, shipped in bright red wooden kegs. Red has been a distinctive color associated with the No. 1 soft drink brand ever since. 1891 - Atlanta entrepreneur Mr. Candler had acquired complete ownership of the Coca-Cola business for $2,300. Pemberton was forced to sell because he was in a state of poor health and was in debt. Within four years, Candler's merchandising flair helped expand consumption of Coca-Cola to every state and territory. 1893 - In January "Coca-Cola" was registered in the U.S. Patent office. 1917 - 3 Million Coke's sold per day. "COCA-COLA" is the worlds most recognized trademark. 1919 - The Coca-Cola Company was sol a group of investors for $25 million. 1923 - The Coca-Cola Company was sold after the Prohibition Era to Ernest 20

Woodruff for 25 million dollars. He gave Coca-Cola to his son, Robert Woodruff, who would be president for six decades. Woodruff's leadership took the business to unrivaled heights of commercial success, making Coca-Cola an institution the world over. During the Woodruff era, Mr. Woodruff made a promise to the armed forces of the United States to supply Coca-Cola to every serviceperson. He said that costs and location did not matter; he supplied 5 billion bottles to the service. 1925 - 6 Million Coke's sold per day. 1927 - The first Coca-Cola radio advertisement. 1928 - Sales of bottled Coca-Cola surpassed fountain sales for the first time. 1943 On June 29, an urgent cablegram arrived from General Dwight Eisenhower's Allied Headquarters in North Africa, requesting 10 CocaCola bottling plants to serve American servicemen overseas. Eventually, 64 plants were set up during WWII. 1950 - Advertising on the television began. Currently Coca-Cola is advertised on over five hundred TV channels around the world. 1961 - Sprite was introduced. 1971 - The song "I'd like to Buy the World a Coke" was released. 1978 - The two liter bottle was introduced, and during that same year the company also introduced plastic bottles 1982 - Diet Coke was introduced in July. 1985 - The Coca-Cola Company made what has been known as one of the biggest marketing blunder. They stumbled into a new formula in efforts to produce diet Coke. They put forth 4 million dollars of research to come up with the new formula. The new formula was a sweeter variation with less tang, it was also slightly smoother. The factor that influenced the change was that Coke's market share fell 2.5 percent in four years. Each percentage point lost or gain meant 200 million dollars. This was the first flavor change since the existence of the Coca-Cola company. The change was announced April 23, 1985 at the Vivian Beaumont Theater at the Lincoln Center. Some two hundred TV and newspaper reporters attended this very glitzy announcement. The change to the world's best selling soft drink was heard by 81 percent of the United States population within twenty-four hours of the announcement. Within a week of the change, one thousand calls a day were flooding the company's eight hundred number. Most of the callers were shocked and/or outraged, many said that they were considering switching to Pepsi. Within six 21

weeks, the eight hundred number was being jammed by six thousand calls a day. The company also fielded over forty thousand letters, which were all answered and each person got a coupon for the new Coke. Many American consumers of Coca-Cola asked if they would have the final say. When Pepsi heard that the Coca-Cola company was changing its secret formula they said that it was a decision that Pepsi tastes better. Roger Enrico, the president and CEO of Pepsi-Cola wrote a letter to every major newspaper in the U.S. to declare the victory. Coca-Cola management had to decide: Do nothing or "buy the world a new Coke". They decided to develop the new formula. 1985 - July 10, eighty-seven days after the new Coke was introduced, the old Coke was brought back in addition to the new one. This was greatly due to dropping market share and consumer protest. The market share fell from a high of 15 percent to a low of 1.4 percent. This was said to be a classic marketing retreat. Coca-Cola executives admitted that they had goofed by taking the old Coke off the market. The CocaCola company's eight hundred number received eighteen thousand calls of gratitude. The comeback of old Coke drove stock prices to the highest level in twelve years. This was said to be the only way to regain the lead on the cola wars. 1993 - Coca-Cola exceeds 10 Billion cases sold worldwide. 1996 - The Summer Olympics will be held in Atlanta, Georgia, the home of Coca-Cola. For more than 65 years, Coca-Cola has been a sponsor of the Olympics. CSR (COMPANY SOCIAL RESPONSBILITY) One great earmark that the Coca-Cola Company has is helping the people of Atlanta. They accomplish this through scholarships, hotlines, donations and contributions. Another large accomplishment that the Coca-Cola has, is being the first company to make and use recycled plastic bottle JOHN PEMBERTON COKE IN INDIA

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Despite the formidable track of its parent $18 billion giant in Atlanta USA.Coke India record 1800 crore soft drink makers is prominent.Cocacola entered in India market after 16 years from Hathras Dec 1993.Cocacola became the undisputed leader of the Indian soft drink market because of their aquiring rights of Ramesh Chauhan aerated Parle drinks with one stroke of pen and a bill of 140 crore, coke picked by five brands Thums up, limca, Goldspot, Citra, Maaza with a combined rate of 65% with Thumsup alone accounting for 56% then 650 crore segment. BENCHMARK Cocacola ranks no.1 brand in the world by the business world survey followed by companies like Microsoft and IBM. Cocacola is the market leader in the whole world in beverage industry. Business week magazine ranks Cocacola on 4th position in Indian FMCG industry. Cocacola enjoys approx 60% market share in Indian beverage industry.

Hindustan Coca-Cola Beverages Pvt. Ltd In the network of the Coca-Cola system, Coca-Cola has either of the two bottling operation done far the company. 1. 2. COBO (Company Owned & Operated Bottling Operation). FOBO (Franchise Owned & Operated Bottling Operation).

After 1993, when coca cola re enters Indian market, done a lot of changes in the existing system of the soft drink market prevailing in India, by acquiring

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the major brands and the bottling operations from Parle. After this company founded some of its own bottling operation in India. In year 1997, company did a major investment of $700 million in India by purchasing other bottling operations, all around India and introduces new technology in them. These bottling plants are called Company Owned and Operation Bottling Operation. Company has full ownership and operational right for these type of operations. The other type of bottling operation for the company are called Franchise Owned and Operated bottling Operation, to these, the company has given the right to produce the product for the company and to supply with in the territory assigned by the company. Company has no ownership or operational right/control over these. In India Company have 26 COBO and 14 FOBO operations for the production and control of the whole operation in India. These are divided in to various zones that are given in the marketing mix section of this report. DEPARTMENTATION IN Hindustan Coca Cola Beverages Pvt. Ltd. The Mundka Depo Unit is divided into many departments for their smooth working. The Plant is basically COBO for 200 ml, 300 ml & 1 Litre packing and rest of the products are sourcing from other its COBO & FOBO unit. All the departments and their workings are briefly described as follows:

FINANCE: Finance department performs the activities in management of Accounts Receivables, Claims and expenses, Fixed Assets management & their depreciation, Transportation, arrangement of raw material as through supply chain, computer networking management, Taxation, etc. Above all these functions checking authority verifies all these activities and approves it for final actions. HUMAN RESOURCE (HR) 24

HR department works in Recruitment & selection, Training & Development, Performance Appraisals, objective setting leading to management Incentive plan, wages & salary administration, Disciplinary Actions, Statutory compliance, ISO documentation, assisting in civil & criminal litigation, handling of contract labour . And worker related issues, employee welfare, community development projects, policy implementation, internal & external environment etc. PRODUCTION The manufacturing of different types of Brands of soft drink comes under the Production department. It comprises the process of Water Treatment, Syrup preparation, Container Washing, Mixing & Proportioning, Filling & Crowning and then the Final Inspection of the product. SHIPPING This department is also termed as Dispatch Section. Goods are received and dispatched from shipping. It works in receiving of products from other unit, transferring of fulls from production, Inventory Management of finished products in First In First Out (FIFO) method, dispatch of finished goods to distributors, empty received and dispatch to other units.

SALES & MARKETING Sales department takes care of placement of all brands in right proportion in right time at right place. Sales executive always dispatches in proportion of empty receiving and payment terms. The main aim of this department is that all the brands should be at distributor's end and must not be any deficiency of any brand. All the activities that help in enhancing the sales come under marketing. In this, company gives glow sign boards to distributors, Table, chairs & 25

Umbrellas, advertisements, T-shirts, Caps, posters, banners, seasonal schemes, product keeping containers like Fridge, ice-box etc. STORES All kinds of material are handled in stores either it can be of raw material for production or materials used in the office. A proper sequence is followed. At very first, Purchase requisition is prepared by each department and then materials are purchased form the fixed vendors after this the material are distributed as per the requirement. In broader terms, we can say that the activities performed in this process are receiving of materials, issuing of materials, rejection handling, scrap handling.

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INDUSTRY PROFILE The Soft Drink Industry (SIC 111) consists of establishments primarily engaged in manufacturing non-alcoholic, carbonated beverages, mineral waters and concentrates and syrups for the manufacture of carbonated beverages. Establishments primarily engaged in manufacturing fruit juices and non-carbonated fruit drinks are classified in Canned and Preserved Fruit and Vegetable Industry (SIC 1031). Principal activities and products:

Aerated waters; Carbonated beverages; Mineral and spring waters; Soft drink concentrates and syrup; and

Soft drink preparation carbonating

Soft drinks recorded robust double digit off-trade value growth in 2009, which was higher than that witnessed in 2008. Bottled water and fruit/vegetable juice continued to grow strongly as more consumers turned to these products in the search of healthier options. Carbonates also witnessed good sales growth as the long summer helped to fuel sales. Energy drinks has witnessed a slowdown in sales growth as its is a premium priced product type and therefore not considered a necessity. Importantly, more consumers refrained from spending on non-essential items in the wake of the economic downturn. Manufacturers continued to focus on health and wellness products in 2009, introducing green tea versions of powder concentrates and RTD tea. There were also a number of launches in terms of new products and flavours in fruit/vegetable juice. The only new product launch in carbonates was Grappo Fizz by Parle Agro Pvt Ltd. Non-cola carbonates performed very well as these products are perceived by consumers to be less of a health threat than cola carbonates. Even in niche categories like energy drinks, sugar-free versions were introduced as manufacturers try to attract health conscious and diabetic consumers.

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Coca-Cola India Pvt Ltd continued to lead soft drinks in 2009, followed by PepsiCo India Holdings Pvt Ltd in off-trade value terms. The launch of Nimbooz by 7-Up (PepsiCo India) helped the company retain its leading position in the terms of off-trade value sales. Coca-Cola India and PepsiCo India continued to invest in soft drinks in India. However, domestic players such as Parle Agro, Parle Bisleri Ltd and Dabur India Ltd continued to provide tough competition to the leading multinationals. One competitive edge that domestic players hold is that unlike Coca-Cola India and PepsiCo India the bulk of their business does not come from carbonates, but instead from fruit/vegetable juice and bottled water, which are recording much more dynamic volume and value growth. Thus, while the leading multinationals retained their leading positions in off-trade value terms, they continued to record slight off-trade value share reductions in 2009, while these leading domestic players grew their shares. The growth in supermarkets/hypermarkets boosted the soft drinks industry over much of the review period. However, due to the economic downturn, the off-trade volume share of supermarkets/hypermarkets decreased in 2009. This in turn affected some of the more niche and premium product types like energy drinks and reconstituted 100% juice which enjoyed high visibility through this distribution channels. However, this trend is not expected to continue as the economy recovers since consumers will revert to their previous shopping patterns.

Soft drinks is expected to witness a healthy double-digit total volume CAGR growth over the forecast period. As consumer awareness and understanding of the variety of soft drinks increases and as manufacturers continue to be innovative, soft drinks is expected to perform well. Products on the health and wellness platform and niche categories can expect to see good sales growth in the forecast period.

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TOP 10 SOFT DRINKS. 1. Coca-cola Classic (coca-cola) 2. Pepsi cola (PepsiCo) 3. Diet Coke (coca-cola) 4. Mountain Dew (PepsiCo) 5. Diet Pepsi (PepsiCo) 6. Dr Pepper (Cadbury-Schweppes) 7. Sprite (coca-cola) 8. Fanta (coca-cola) 9. Caffeine-Free Diet Coke (coca-cola) 10. Diet Mountain Dew (PepsiCo)

SOFT DRINKS INDUSTRY IN INDIA BEVERAGES

Alcoholic

Non-Alcoholic

Carbonated

NonCarbonated

Cola

Non-Cola

Non-Cola

Since the early 1990s Coca-Cola Corporation and PepsiCo have been combating on what is known as the Beverage Battlefield in India. Today India is one of the most sought after countries for foreign investments because of their continually growing market opportunities. However during Coca-Cola and Pepsis attempts to broaden their global consumer bases both companies encountered several obstructions on their pursuits of conquering the Indian soft drink market.

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INITIAL DIFFICULTIES From a historical standpoint, Coca-Cola and Pepsi were facing obstructions even before entering the market in the late 1980s. Coca-Colas past venture in India had ended on bad terms with the Indian government when they refused to offer up their trade secrets. During the absence of foreign investment in the soft drink industry in India a local company, Parle, became the market leader. Parle invested a great deal into their leading brand, Thums Up, and played a dominant role in the soft drink industry until the liberalization of the Indian economy in 1991. After this time many of the political and legal obstacles facing Coca-Cola and Pepsi were lessened. POLITICAL CHALLENGES Other political challenges hindered the success of Coca-Cola and Pepsi in India as well. In 2003, when the United States and Britain invaded Iraq, the All-India Anti-Imperialist Forum called a boycott on goods from America and India. Indians protested American companies for the war and specifically targeted Coca-Cola and Pepsi products. While the war was beyond control for these two companies, management perhaps couldve done more to not only attempt to predict the backlash from Indian consumers due to the war, but also couldve created advertisement campaigns to address the situation. While political and legal factors produced problems for Coca-Cola and Pepsi, both Coca-Cola and Pepsi did a lot of things to prevent that situation from happening. Both companies heavily participated in the cultural festival of Navratri in western India to promote their products and create brand awareness in a culturally traditional setting. The companies also produced television and print advertisements that linked important Indian themes to their products by building a connect using the relevant local idioms Coca-Cola and Pepsi both utilized popular Indian sporting events, athletes, and celebrities to endorse their products. Both companies couldve made the mistake of using American celebrities or already made American commercials to advertise their products in India, but instead made the right move by making advertisements to specifically target their foreign market.

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PRICING POLICY FOR INDIAN MARKET Coca-Cola and Pepsi also made the right moves by adapting to cultural barriers in India. One such barrier was the affordability of products for Indians. Because India is a country where people are known to live on very little a day, the idea of getting people to spend what little they have on a soft drink could be quite a stretch. However Coca-Cola India went with an aggressive pricing policy and reduced the price of their soft drinks in 2003 from 15% to 25% nationwide. To compete competitively in the market, Pepsi reduced their prices as well. This move allowed both companies to offer products that were affordable to the target market in India but also encouraged more Indians to consume Pepsi and Coca-Cola products. Both companies also created smaller sized bottles to allow for lower prices for Indian consumers. Coca-Cola and Pepsi created bottles ranging in size from 200 ml to 500 ml to adapt to cultural needs and increase their sales. By offering smaller sized bottles many consumers also increased the frequency in which they were purchasing the soft drinks. COCACOLA 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. Cokes acquisition of local popular Indian brands including Thums Up (the most trusted brand in India21), 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

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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 countrys top international investors.22 By 2003, CocaCola India had won the prestigious Woodruf 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.23 Encouraged by its 2002 performance, Coca-Cola India announced plans to double its capacity at an investment of $125 million (Rs. 750 crore) between September 2002 and 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 contractpackers 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 10ton trucks, open-bay three wheelers, and trademarked tricycles and pushcarts that were used to navigate the narrow alleyways of the cities.25 In addition to its own employees, Coke indirectly created employment for another 125,000 Indians through its procurement, supply, and distribution network PRODUCT PROFILE DIFFERENT BRANDS OF COMPANY The Coca-Cola Company offers a wide range of products to the customers including beverages, fruit juices and bottled mineral water. The Company is always looking to innovate and come up with, either complete new products or new ways to bottle or pack the existing drinks. The Coca-Cola Company has a wide range of products out of which the following products are marketed by HCCBPL:

32

 In the Cola Section:

In the Lemon Section

In the Orange & Apple section:

In the mango section:

In the juice section :

33

In the Soda Water and Bottled Mineral Water section: BRANDS TAGLINE Thumsup Cocacola Sprite Limca Fanta Maaza Thumsup Cocacola Sprite Fanta Limca THUMSUP It is the leading brand of the company. It has cola flavor. Thumsup is the highest selling beverage brand of India. Mostly like by the youngsters specially boys. The competitor of the brand on same category is Pepsi. COCACOLA This is the worlds most famous & old brand. This brand is specially liked by teenagers & youngsters. The competitor on the cola category is Pepsi. SPRITE 34 - Taste the thunder - Open happiness - Seedhi baat no bakwaas ,clear hai Fresh ho jao Go bite Bina guthli wala aam -Akshay Kumar -Aamir Khan -Shahrukh Khan -Genelia Dsouza -Riya Sen

BRAND AMBASSDORS

ABOUT BRANDS

This brand is the one of the fastest growing brand in the country. Sprite is liked by all age groups & people. Jan 09 report of The times of India claims sprite to be the second brand in sales after Thumsup Competitor : 7up & Mountain dew LIMCA Limca is cloudy lemon in flavor. This is very unique in this category .It has white in color. Competitor : Nimbooz FANTA Fanta has two flavors apple & orange. This is very popular drink among females. Competitor: Mirinda, Parles Appy fizz MAAZA This has mango flavor. Maaza is popular among children and women. Competitor: Slice, frooti MINUTE MAID pulpy orange This is orange juice .This contains no sugar & added flavor .This is a family drink. Competitor : Tropicana KINLEY This comes in two variety-mineral water & soda. Mineral water is used by all but soda is commonly used for alcoholic purpose by adult people. Competitor : Aquafina, Bisleri COMPETETIVE AREA Competitive area among Coke & Pepsi Coca-Cola India Pvt Ltd maintained its leading position in soft drinks in India, followed by PepsiCo India Holdings Pvt Ltd in 2006. Whilst the retail volume shares of Coca-Cola India and PepsiCo India slipped in 2006, as a result of the growing health concerns caused by the aftermath of the pesticides controversy, both maintained a comfortable lead over the other 35

manufacturers. Parle ,Bisleri Ltd has steadily gained shares from the carbonates giants over the review period, to emerge as the third ranked company in 2006. The battleground for beverages has moved from carbonates to bottled water and fruit/vegetable juice, with manufacturers turning their attention towards these healthier beverages, as consumer interest continues to surge forward. A number of new players have entered fruit/vegetable juice and bottled water, vying for a slice of the growing pie. While cricket had always been the most popular sport in India, with new technology coming into cricket from coverage to sports gear to day/night versions of the game, it was set to acquire the status of a religion in the subcontinent. Pepsi picked up the opportunity early on by not only contracting the rights to all Tests and One Day Internationals (ODIs) played in India, but also signing up top performers early such as Sachin Tendulkar and Rahul Dravid and creating some very cutting edge and memorable advertising campaigns with them. The distribution network of Coca cola had 6.5 lakh outlets across the country , which the company is planning to increase to 8 lakhs . On the other hand Pepsi Co's distribution network had 6 lakh outlets across the country which it is planning to increase to 7.5 Lakh . ADVERTISING Advertising is a non promotion of goods & services by sponsor who can identified and who has paid for his communication. Their purpose of advertisement is to sell something goods or services,idea ,person or place. BRAND AMBASSDORS & TV COMMERCIALS

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COLA WAR (neck to neck) Bollywood rising stars Asin (left) for Pepsicos Mirinda,Genelia Dsouza (Right) for cocacolas Fanta

PROMOTION BY THE COMPANY Promotional strategy during IPL matches

Lucky Coupon Dinner with kings XI Punjab Sprite kholega toh bolega IPL Season 2

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Riding on the passion of T20 cricket amongst consumers, Brand Sprite, Official Pouring Partner of Kolkata Knight Riders (KKR) had announced the launch of a Special edition Sprite Kolkata Knight Riders bottle. The latest initiative was a part of brand Sprites larger consumer engagement program to leverage the second season of DLF IPL, 2009. Independent research reports have shown, out of the 230 million mobile phone users in the country, the youth continues to be the largest users of mobile phones. Combining this key insight with the passion of T20 cricket, company had launched a special edition Sprite Kolkata Knight Riders bottle with insignia of key players. Complimenting the innovation, Sprite was also rolling out a special Kholega Toh Milega digital initiative in association with KKR and Nokia. In the offer consumers just need to drink Sprite and look out for a unique 9 digit code under the crown and SMS the code. Lucky consumers get once-ina-lifetime opportunity to meet Shahrukh Khan and members of the KKR team. In addition, consumers also get a chance to win a Nokia mobile phone every hour. The entire initiative was applicable RGB and also on all PET packs of Sprite. To create awareness about Kholega Toh Milega digital initiative, the company had launched a mass media campaign featuring Shahrukh Khan, owner KKR, to be telecast on all the leading TV channels across India.

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PROMOTION DURING OFF SEASON Limca Launches Laptop Ki Barish Consumer Initiative

Coca-Cola India has announced the launch of its innovative Limca Laptop Ki Barish consumer initiative nationally. As part of this unique initiative a computer generated lucky draw would provide consumers a chance to win HP Mini Laptop every hour for the next 45 days. The initiative is applicable to 200ml, 300ml returnable glass bottles (RGB) and also on 500 ml, 600 ml 1.25, 1.5, 2 & 2.25 liters PET bottles of Limca. As part of the under the crown initiative consumers just need to SMS LIMCA followed by a 9 digit unique code to 58558 from their GSM / CDMA mobile phones. The national initiative is designed to leverage the popularity of digital media like mobile phones (Both GSM & CDMA & IVRS), internet and laptops amongst soft drink consumers and would run from 1st August to 14th Septem 4. REVIEW OF LITERATURE RED CONCEPT RED stands for Right Execution Daily. It is a survey method for the company to know their position in the market. ABOUT RED To check the availability of the visi cooler provided by the company to the retail outlets for their products. To check the activation in various outlets. To check the branding order of the various products in the cooler. Survey has done in the four topics39

 Impurity Brand Order Availability Activation

There should be no impurity in the visi cooler of the company. Impurity here refers to that brand which is presented in the visi cooler other than cokes product. Therefore not other product of any other company may not be in the cooler BRAND ORDER The company has given a brand order to the market developers to arrange the different brands in a specific order in the cooler. The order should be in such a way Thumsup Coca cola Sprite Limca Fanta Maaza Kinley Pet & Juice AVAILABILTY Availability is done according the type of outlet. There are four type of outlet mentioned below. According to this market developer has to ensure the availability of the products in the particular outlet. ACTIVATION Activation is important because it helps to boost the sales of the company. it is done through the Glow sign, Shelf display, flanges. Combo boards, Table tops .This boards usually gives to the E&D outlets .It helps to attract the customers. Rack with header is provided to the grocery stores. 40

Activation Elements Market developer must ensure that all these activation elements must available at all the outlets. Detail of activation elements must available at GROCERY STORES: 1. WARM DISPLAY RACK 2. SHELF DISPLAY

SHELF DISPLAY

DISPLAY OF RACK COOLER

VISI

41

OPTIONAL ELEMENTS:1. STANDEE 2. SIX MOBILE HANGER

3. VISI COOLER BRAND STRIP

4. WARM DISPLAY RACK 5. TABLE TOP RACK 6. TENT CARD TYPES OF OUTLETS The company has divided their outlets on the basis of the following criteria Volume Channel Income group 1. VOLUME There are four types of outlets according to the volume of sales of the outletDiamond Gold Silver Bronze 800>C/s & above per year 500-799C/s per year 200-499C/s per year <200C/s per year

2. CHANNEL (A) GROCERY STORE Grocery (customer profile): Store stocking a variety of regular uses household items. The channels provide an opportunity for penetration as it propels home consumption. It includes all kirana stores,juice , departmental stores, supermarkets, provision stores etc. Necessary Availability - 2 liter and 300m

(B) EATING & DRINKING CHANNEL 1

42

Eating and Drinking Channel: Outlets range from the high-end restaurants to the smaller dhabas. These outlets offer multiple opportunity to effect sales as people usually order something to drink along with food. It includes - Restaurants - Bars and Pubs - Dhabas - Cafes (C) EATING & DRINKING CHANNEL 2 It includes bakery, sweet shops, tea shops, soft drink shops and juice centre.

(D) CONVENIENCE CHANNEL Pan/bidi shops (customer profile) : This segment includes PAN BIDDI outlets that stock cigarettes, mint, confectionary. It covers STD/ISD phone booths, travel channel etc. Small outlets that mainly sell 200ml or 300ml bottles. They may also sell 600ml. 3. INCOME GROUP According to the income group of the area LowThose outlets where low income customer comes.

Medium- Those outlets where medium income customer comes. HighThose outlets where high income customer comes.

Market Segmentation models

CHANNEL CLUSTER

Based on consumption occasion

43

Visi-cooler position, display & Brand Order Compliance

Under RED market developer has to insure that shopkeeper must display all products. Display may be in the form of Shelf Display, Table Top Display etc. All products must be displayed in brand order i.e. Thumsup, Coke, Sprite, Limca, Fanta, Maaza, MinuteMaid Pulpy Orange, Kinley (mineral water & Soda water). TYPES OF VISI COOLER/CHEST Cooler - 2C/s 4C/s 7C/s 9C/s 20C/s 30C/s RED SCORE TRACKING The performance of market developer is measured on the basis of score tracking. Tracking will be done of the following Parameters:

44

1. Visi-cooler
2. Availability

35 points 40 points 25 points 100 points

3. Activation Elements
TOTAL following table

These 100 points are distributed in various Parameters explained in the

CHAIN FOLLOWED FROM MANUFACTURE TO DISTRIBUTION

Manufacturing Plant, VARANASI (H.P)

Sales and Distribution Operations

Distributors

Outlets

Outlets

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DISTRIBUTION NETWORK HCCBPL has a wide and well-managed network of salesmen appointed for taking up the responsibility of distribution of products to diverse parts of the cities. The distribution channels are constructed in such a way that the demand of customers is fulfilled at the right place and the right time when they need it. A typical distribution chain at HCCBPL would be: Production --- Plant Warehouse --- Depot Warehouse --- Distribution Warehouse --- Retail Stock --- Retail Shelf --- Consumer The customers of the Company are divided into different categories and different routes, and every salesman is assigned to one particular route, which is to be followed by him on a daily basis. A detailed and well-organized distribution system contributes to the efficiency of the salesmen. It also leads to low costs, higher sales and higher efficiency thereby leading to higher profits to the firm. DISTRIBUTION OF PRODUCT ACCORDING TO LOCALITY Coca-cola company distributes their schemes according to area. Area or place where soft drinks sold in a large manner, on those place company gives good schemes to shopkeeper and retailer. Place like railway station bus stand are consider in this category and place which have low selling where company gives small schemes to the shopkeeper. Criteria for providing free chilling equipment An ice box is provided for the sale of 1-2 crates daily to the retailers. For the sale of 5-6 crates daily a visi cooler of 4 crates is provided. For the sale of 7-8 crates daily a visicooler of 7 crates is provided by the company. If the sale exceeds 9 crates daily then a visicooler of 9 crates or deep fridger is provided by the company, 46

A STEPLIZER OF 1 KV to 5 KV is provided with the visi cooler & chest cooler, SALES PROMOTION PUSH & PULL STRATEGY PUSH STRATEGY:HCCBPL is using Push strategy in which they use its sales force and trade promotion money to induce intermediaries to carry, promote and sell the product to end users i.e. consumers. For example-as HCCBPL is giving free pet bottles and other trade schemes to distributors, agency owners and retailers. PULL STRATEGY:HCCBPL is also using Pull strategy in which they are using advertising and promotion to persuade consumers to ask intermediaries for the company brand product by this way HCCBPL inducing customer to order it from shopkeeper. For example-HCCBPL is using flanges, display racks, tier racks, standees, mobile hangers and visicooler brand strips 5. RESEARCH METHADOLOGY The research includes the study which was descriptive in nature.It basically aims about how coke schemes plays in the mind of shopkeepers and the consumers. The study includes two methods(a)PRIMARY (b)SECONDARY Primary includes the following ways Observation Experiment Survey

Here we include the primary method of survey Research Instruments Questionnaire-A printed questionnaire was their to make the survey. RED scoring sheet

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Area of Survey-Rekabganj, Chowk, Niyawa, Angoori Bagh, Civil line, Fatehganj, Devkali,Darshan nagar,Gudhi Bazar,Faizabad bus stand

Sampling plan Sampling unit - Owners of the retail outlets. Sampling size- 250 outlets Sampling procedure-Random sampling Sampling method- Retailers survey

SECONDARY DATA- For the secondary study data was not available so it is taken from company records. AREANadesar Fulvaria Harauva Babatpur

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CHAPTER- 4 DATA ANALYSIS

49

SIZE OF VISICOOLER

Sample size of 250 outlets 30c/s-13% 20c/s-18% 9c/s-34% 7c/s-31% 4c/s-4%

IS PRESELLING IS GOOD OR THERE IS SOME GAP

50

20%

Is good
80%

Some gap

Is good-80% Some gap-20% HOW MUCH HAS THE VISIBLE PRODUCT?

VISIBLE PRODUCT
250 200 150 100 50 0 BOARD 105 36 30 RACK TABLE TOP 214 145 90 220 160
YES NO

FLANGE

Sample size is 250 outlets Board FlangeRackyes-105 no-145 yes-36 yes-30 no-214 no-220 no-160

Table top- yes-90

LEADING BRAND OF COCACOLA

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Sample size of 90 customer Thumpsup-63% Coke-2% Sprit-3% Limca-6% Fanta -7% Maaza-8%

OUTLET BELONG TO CLASS

Diamond -92 Gold-56 52

Silver-83 Bronze-19 INCOME GROUP

Sample size of 90 customer High-54% Low-31% Medium-15% MARKET SHARE

Coke-29% Pepsi-71% DIVISION OF MARKET

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div ision of market

coke50%
COKE 50% PEPSI OTHERS

20%

30%

pepsi-30% other-20% PJP(permanent journey plan) (P.J.P. plan):. The P.J.P. plan is a day wise schedule of a market developer which contains the names of the outlets to be visited by him coming under the campaign R.E.D. where the project has to be implemented. After getting permanent journey plan the next step was to visit the outlets for gaining initial information of every individual outlet as well as market on a whole. The visit to all the outlets of that area helped in revealing its market condition. Visiting the outlets clearly showed the picture of the market situation prevalent in market.. PRE SALE CONCEPT This is a new concept by the company. In this concept company takes order one day before and then delivers the product to each route. So this gives more time to market developer to assure RED. This concept has so many advantages This gives more time to the market developer for the activation & branding purpose. By this company can easily implement the RED concept in better way. Presale concept makes assure of more availability of the products in the market. This concept is easy in processing.

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 By this concept market developer can arrange the product in better way. The Company can display its products in proper way so that customers can attract towards it.

FINDINGS According to the demand of outlet owners, delivery of products are not made available in the outlets. Efficient brands of coca cola are not available in outlets. Sales people and delivery persons do not visit the outlets on a regular basis. Advertisement materials are not available in the right time at the right place i.e. Different Channels like Grocery, Convenience, E&D. Many outlet owners have complains on improperly working visicooler i.e. its cooling Capacity is low or its lights are not working. Improper management is seen as No mechanics visit the outlets despite of Complaints issued by outlet owners. Visicoolers are not placed at their Prime locations in many outlets Many outlet owners express deep in satisfaction towards coca-cola as they do not get any Prize or Cash discount as they receive from other big companies. 55

SUGGESTIONS & RECOMMENDATIONS

Delivery position should be maintained to get good return from the market. The company must try to make different brands of Coca-Cola available at every retail outlet whether it is large or small, otherwise the consumer may go for substitute. Sales People and delivery persons should properly monitor the market whether stocks are available and are properly utilized in the market or not. We can provide them beautiful display racks, tablemats, menu-cards etc, containing the trademark and brand name of the company. Display material should be provided to the retailers on more regular basis to increase the sales level. Maintenance work of refrigerator; i.e. purity must be improved. The company should take steps to replace damaged or unsellable Coca-Cola goods frequently from the retailers. The Company employees should make direct contact with the consumers, so that they may aware with real situation of the market 56

and consumers attitude towards the product. For this they can arrange awareness camps in different locations. At every petrol-pump we should install Fountain Machine. It will be helpful in generating impulse purchase and also as awareness about the products of the company among the consumers. Doing a survey on consumers market provided a lot of insight into the dynamics of the market place and with it valuable insights were also gained into the psyche of consumer and owners.

1. SUPPLY The demand of Thums up & Maaza far exceed the supply especially in case of 200ml and pet bottles. Few shop owners clamed that many a times no supply is made for 3 days and some times even more. Sometimes the delivery vans of Coca-Cola starts late from the distribution point and that of rivals reach early .so eateries, which generally serve soft drinks in the glass, buy the soft drinks from the delivery van which arrives first. Salesman at the delivery van to be inconsistent on certain meters likes the concept of broken bottles. When dealing with the shop and the eatery owners some salesman do exchange bottles while some do not? All flavors and all size of bottles are kindly available in the market. 2. COMPANY REPRESENTATION Owners confirmed that Company representatives DONT COME WHEN CALLED REPEATEDLY. The Company must ensure that the representatives do visit an outlet at least once in 3 days to listen and to attained to complaints, if any. 3. SALES PUSH BY EAT & DRINK OUTLET The Company easily influenced many eatery owners, which provide them with better facilities. There was a tendency to push the product of the Company which ever offered them better scheme or benefits.

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10. CONCLUSION RED is a worldwide project of COCA COLA Company. This project is playing a very important role for the company. With the help of this project, sale of the company has been increased. Because in this project there is one market developer who has to ensure that Visicooler must be on prime location, all brands must available, all brands must displayed in brand order i.e. COLOJK. All the activation elements like warm display rack, table top rack, standees etc must be available at all outlets come under RED. All these elements help the company in increasing the sales because JO DIKHTA VO BIKTA HAI Definitely when sales increase then profits also increases. With the help of this project company has increased its sale in region and also company can measure or check the performance of each retailers working all over the world with COCA COLA COMPANY. FACTS The most popular flavor is Thumsup in the whole market. Cocacola is the market leader and Pepsi is the market challenger. Thumsup has the highest sales from the Coca colas side and from the Pepsis side mountain Dew has the highest sales.
Aquafina has more sales then Kinley in mineral water segment.

Pepsi provides more schemes then Cocacola. Sprite has the fastest grownup brand in the clear lime segment in the recent years. In the off season when the sale is reduced retailers want more schemes. Minute maid has not getting good response from the market.

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QUESTIONNAIRE
1. Name of the Respondent:2. Address: 3. Age group: (a) Below 15 (d) 25 35 1. Educational Background (a) (b) (c) (d) (a) Matric & Below Intermediate Graduation Post Graduation Yes (b) (b) 2 4 (b) (e) (b) Citric Others. No (c) (c) Cant Say Both No (c) More than 4 (c) Orange (b) 15 20 (e) 35 45 (c) 20 25 (f) Above 45

2. Do you take cold drink? 7. If yes how frequently? (Daily) (a) Less than 2 (a) Cola (d) Lemon (a) (a) (d) (a) (d) Yes Coke Others Brand Chilled 59 (b) Flavor (c) Advertisement 8. Which flavour do you like most?

9. Do you give importance to brand name while choosing your cold drink? 10. Which brand you prefer most? (b) Pepsi

11. You like the particular brand of cold drink because of?

12 In your opinion which brand of cold drink is most demanded or popular? (a) Coke (a) Cola (b) (c) Pepsi Citric (c) (d) Others. Fruit Flavored. 13. Which brand is more available in your retailers shops? 14 Which brand of cold drink do you find most in your college canteen/colony/locality? (a) (i) (ii) (iii) (a) (iv) 16. Coke Brand In Cola Flavor (a) Coke (a)Sprite Fanta (c) Others. (b) Slice (c) Others. (c) Pepsi (b) Mountain Dew (b) Miranda Orange (c) 7`Up In Citric Flavoured. In Orange flavoured. (b) Pepsi Brand (c) Others. 15. In your opinion which soft drink is better taste?

In mango Flavoured. (a) Mazza

Why do you like your brand? (a) (d) Blend (b) Brand Image (c) Availability Advertisement Coke (b) Pepsi (b) (d) (b) (c) Others.

17. 18.

Which brand advertisement appeals you most? (a) Most effective punch line in your opinion of? (a) Coke (c) Pepsi Thumps up Others. No (c) Cant Say

19.

You like the product which is promoted by the celebrity? (a) Yes

20.

Do you think that the pricing strategy adopted by the cola companies fascinate the consumer? (a) Yes (b) No (c) Cant Say

21.

Any Suggestion:-

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... ....... Thank You,

Signature

BIBLIOGRAPHY
1. 2. edition. 3. edition 2003. 4. 5. 6. Company <http://www.coca-cola.com> Effect of the red norms on the growth of coca cola www.ask-jeeves.com, www.distributing-company.com. Retailing, Company Souvenirs. Profile, Web-Site:www.coca-cola.com Marketing Strategy, Varshney, R.L. & Bhattacharya, B., International Marketing Management, New-Delhi, Sultan Chand & Sons Research Methodology, Kothari. C.R., Research Methodology Methods & Techniques, New-Delhi, Wishwa Prakashan, edition 2003. Multi Level & Direct Marketing, Branding, Kotler, Philip, Marketing Management, Delhi, Pearson Education (Singapore) Pte. Ltd, 11th

PLACE: DATE :

Ashish Prajapati

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300ML 200ML 250ML 2 MAAZA 600ML 1.2 12 LITRES NO.OF PACK 24 9 COKE THUMSU FANTA SPRITE LIMCA 300ML 200ML 250ML 2PACK 600ML 1.2LTR LTR LTR NO24 YES SODA BOTTLES P LTR 1 YESA 1 LTR IN 6 CASE

REFERENCES

BOOKS

Marketing Management

: Philip Kottler Ramaswamy

Marketing Research

: Bound, Stash & Others

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