coke summer project

8/7/2019 coke summer project

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ROUTE TO MAP CORRECTION

Submitted In Partial Fulfilment for the RequirementsFor the Award of Master of Business Administration

Under the Guidance of:

SUBMITTED BY

Dr.sunil kumar mishraHabiburrahamanHOD & DEAN M.B.A 3RD

SEM

BBS INSTITUTE OF MANAGEMENT STUDIES

KNOWLEDGE PARK

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GREATOR NOIDA

BBS INSTITUTE OF MANAGEMENT STUDIES

KNOWLEDGE PARK

GREATOR NOIDA

CERTIFICATE

This is to certify that Mr. HABIBURRAHMAN, a student of MBA second year

having Roll No ---------------------has completed his project Report on the subject

Detail Study ROUTE TO MAP CORRECTIONduring 2010-2011 under my supervision

and guidance.

The Project Report of the student is his own work and references have been duly

acknowledged.

I wish him all the best for his/her future.

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Dr.SUNIL KUMAR MISHRA

BBSINSTITUTE OF MANAGEMENT STUDIES

KNOWLEDGE PARK

GREATOR NOIDA

ACKNOWLEDGEMENT

Accomplishment of tasks and objective is achieved byguidance and blessings of elders, teachers, nears and dears

and of course by the grace of Almighty. It is a great opportunity

for me to register my acknowledgements to all of them.

It has been a profound privilege for me to have an

opportunity to work under DR. SUNIL KUMAR Head, Faculty of

Business Management.

I wish to acknowledge my deep sense of gratitude to my guide in

COMPANY Mr. Santosh Verma and all faculty of MBA

Department for accomplishment of this project report as well as

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for every sphere pertaining to successful occupation of this

course.

Finally, I pay my regards to all, who directly or indirectly helped in

collection, compilation, editing and other related works for

accomplishment of this project study.

At last, I also thank the employees of COCO COLA for

assisting me in the timely completion of project.

(HABIBURRAHAMAN)

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CHAPTER 1:

INTRODUCTION

HISTORY OF THE COCA-COLA COMPANY

HISTORY OF BOTTLING

MISSION, VISION & VALUES

INDIA: OURHISTORY IN INDIA

RE-LAUNCH

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INTRODUCTION

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

Abraham Ninan

Director External Affairs,

Coca-Cola, India.

COCA COLA ENTERPRISES INC

TYPE : PUBLIC (NYSE:CCE)

FOUNDED : 1926

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

CHIEF FINANCIAL OFFICER : WILLIAM W. DOUGLAS

INDUSTRY : BEVERAGES

REVENUE : $19.800 BILLIAN USD

OPERATING INCOME : $1.495 BILLIAN USD

NET INCOME : $1.143 BILLIAN USD

EMPLOYEES : 73,000 (APPROX)

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Coca-Cola, the product that has given the world its best-known taste was born in Atlanta,

Georgia, on May 8, 1886. Coca-Cola Company is the worlds leading

manufacturer, marketer and distributor of non-alcoholic beverage concentrates

and syrups, used to produce nearly 400 beverage brands. It sells beverage

concentrates and syrups to bottling and canning operators, distributors, fountain

retailers and fountain wholesalers. The Companys beverage products comprises

of bottled and canned soft drinks as well as concentrates, syrups and not-ready-to-

drink powder products. In addition to this, it also produces and markets sports

drinks, tea and coffee. The Coca- Cola Company began building its global

network in the 1920s. Now operating in more than 200 countries and producing

nearly 400 brands, the Coca-Cola system has successfully applied a simple

formula on a global scale: Provide a moment of refreshment for a small amount

of money- a billion times a day.

The Coca-Cola Company and its network of bottlers comprise the most sophisticated and

pervasive production and distribution system in the world.

More than anything, that system is dedicated to people working long and hard to sell the

products manufactured by the Company.

This unique worldwide system has made The Coca-Cola Company the worlds premier Soft-

drink enterprise. From Boston to Beijing, from Montreal to Moscow, Coca-Cola,

more than any other consumer product, has brought pleasure to thirsty consumers

around the globe. For more than 115 years, Coca-Cola has created a special

moment of pleasure for hundreds of millions of people every day.

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The Company aims at increasing shareowner value over time. It accomplishes this by working

with its business partners to deliver satisfaction and value to consumers through a

worldwide system of superior brands and services, thus increasing brand equity

on a global basis. They aim at managing their business well with people who are

strongly committed to the Company values and culture and providing an

appropriately controlled environment, to meet business goals and objectives. The

associates of this Company jointly take responsibility to ensure compliance with

the framework of policies and protect the Companys assets and resources whilst

limiting business risks.

HISTORY OF THE COCA-COLA COMPANY

Coca-Cola was first introduced by John Syth Pemberton, a pharmacist, in the year 1886 in

Atlanta, Georgia when he concocted caramel-colored syrup in a three-legged

brass kettle in his backyard. He first distributed the product by carrying it in a

jug down the street to Jacobs Pharmacy and customers bought the drink for five

cents at the soda fountain. Carbonated water was teamed with the new syrup,

whether by accident or otherwise, producing a drink that was proclaimed

delicious and refreshing, a theme that continues to echo today wherever Coca-

Cola is enjoyed.

Dr. Pembertons partner and book-keeper, Frank M. Robinson, suggested the name and penned

Coca-Cola in the unique flowing script that is famous worldwide even today.

He suggested that the two Cs would look well in advertising. The first

newspaper ad for Coca-Cola soon appeared in The Atlanta Journal, inviting

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thirsty citizens to try the new and popular soda fountain drink. Hand-painted oil

cloth signs reading Coca-Cola appeared on store awnings, with the suggestions

Drink added to inform passersby that the new beverage was for soda fountain

refreshment.

By the year 1886, sales of Coca-Cola averaged nine drinks per day. The first year, Dr. Pemberton

sold 25 gallons of syrup, shipped in bright red wooden kegs. Red has been a

distinctive color associated with the soft drink ever since. For his efforts, Dr.

Pemberton grossed $50 and spent $73.96 on advertising. Dr. Pemberton never

realized the potential of the beverage he created. He gradually sold portions of his

business to various partners and, just prior to his death in 1888, sold his remaining

interest in Coca-Cola to Asa G. Candler, an entrepreneur from Atlanta. By the

year 1891, Mr. Candler proceeded to buy additional rights and acquire complete

ownership and control of the Coca-Cola business. Within four years, his

merchandising flair had helped expand consumption of Coca-Cola to every state

and territory after which he liquidated his pharmaceutical business and focusedhis full attention on the soft drink. With his brother, John S. Candler, John

Pembertons former partner Frank Robinson and two other associates, Mr.Candler

formed a Georgia corporation named the Coca-Cola Company. The trademark

Coca-Cola, used in the marketplace since 1886, was registered in the United

States Patent Office on January 31, 1893. The business continued to grow, and in

1894, the first syrup manufacturing plant outside Atlanta was opened in Dallas,

Texas. Others were opened in Chicago, Illinois, and Los Angeles, California, the

following year. In 1895, three years after The Coca-Cola Companys

incorporation, Mr. Candler announced in his annual report to share owners that

Coca-Cola is now drunk in every state and territory in the United States.

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Coca-Cola originated as a soda fountain beverage in 1886 selling for five cents a glass. Early

growth was impressive, but it was only when a strong bottling system developed

that Coca-Cola became the world-famous brand it is today.

YEAR WISE HISTORY OF BOTTLING:

Year 1894: A modest start for a bold idea

In a candy store in Vicksburg, Mississippi, brisk sales of the new fountain beverage called Coca-

Cola impressed the store's owner, Joseph A. Biedenharn. He began bottling Coca-

Cola to sell, using a common glass bottle called a Hutchinson. Biedenharn sent a

case to Asa Griggs Candler, who owned the Company. Candler thanked him but

took no action. One of his nephews already had urged that Coca-Cola be bottled,

but Candler focused on fountain sales.

Year 1899: The first bottling agreement

Two young attorneys from Chattanooga, Tennessee believed they could build a business aroundbottling Coca-Cola. In a meeting with Candler, Benjamin F. Thomas and Joseph

B. Whitehead obtained exclusive rights to bottle Coca-Cola across most of the

United States for a sum of one dollar. A third Chattanooga lawyer, John T.

Lupton, soon joined their venture.

Years 1900-1909: Rapid growth

The three pioneer bottlers divided the country into territories and sold bottling rights to local

entrepreneurs. Their efforts were boosted by major progress in bottling

technology, which improved efficiency and product quality. By 1909, nearly 400

Coca-Cola bottling plants were operating, most of them family-owned businesses.

Some were open only during hot-weather months when demand was high.

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Year 1916: Birth of the Contour Bottle

Bottlers worried that Coca-Cola's straight-sided bottle was easily confused with imitators. A

group representing the Company and bottlers asked glass manufacturers to offer

ideas for a distinctive bottle. A design from the Root Glass Company of Terre

Haute, Indiana won enthusiastic approval. The Contour Bottle became one of the

few packages ever granted trademark status by the U.S. Patent Office. Today, it isone of the most recognized icons in the world.

In the 1920s: Bottling overtakes fountain sales

As the 1920s dawned; more than 1,000 Coca-Cola bottlers were operating in the U.S. Their ideas

and zeal fueled steady growth. Six-bottle cartons were a huge hit starting in 1923.

A few years later, open-top metal coolers became the forerunners of automated

vending machines. By the end of the 1920s, bottle sales of Coca-Cola exceeded

fountain sales.

In the 1920s and 1930s: International expansion

Led by Robert W. Woodruff, chief executive officer and chairman of the Board, the Company

began a major push to establish bottling operations outside the U.S. Plants were

opened in France, Guatemala, Honduras,Mexico, Belgium, Italy and South

Africa. By the time World War II began,Coca-Cola was being bottled in 44

countries.

In the 1940s: Post-war growth

During the war, 64 bottling plants were set up around the world to supply the troops. This

followed an urgent request for bottling equipment and materials from General



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Eisenhower's base in North Africa. Many of these war-time plants were later

converted to civilian use, permanently enlarging the bottling system and

accelerating the growth of the Company's worldwide business.

In the 1950s: Packaging innovations

For the first time, consumers had choices of Coca-Cola package size and type-the traditional 6.5

ounce Contour Bottle, or larger servings including 10, 12 and 26 ounce versions.

Cans were also introduced, becoming generally available in 1960.

In the 1960s: Introduction of new brands

Sprite, Fanta, Fresca and TAB joined brand Coca-Cola in the 1960s. Mr. Pibb and Mello Yello

were added in the 1970s. The 1980s brought diet Coke and Cherry Coke,

followed by PowerAde and Fruitopia in the 1990s. Today scores of other brands

are offered to meet consumer preferences in local markets around the world.

In the 1970s and 1980s: Consolidation to serve customers

Advancement in technology led to global economy, retail customers of The Coca-Cola Company

merged and evolved into international mega chains.

Such customers required a new approach. In response, many small and medium-size bottlers

consolidated to better serve giant international customers. The Company

encouraged and invested in a number of bottler consolidations to assure that its

largest bottling partners would have capacity to lead the system in working with

global retailers.

In the 1990s: New and growing markets



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Political and economic changes opened vast markets that were closed or underdeveloped for

decades. After the fall of the Berlin Wall, the Company invested heavily to build

plants in Eastern Europe. As the century closed, more than $1.5 billion was

committed to new bottling facilities in Africa.

21st Century: Coca-Cola today

The Coca-Cola bottling system grew up with roots deeply planted in local communities. This

heritage serves the Company well today as consumers seek brands that honorlocal identity and the distinctiveness of local markets.

MISSION, VISION & VALUES

Our mission, vision and values outline who we are, what we seek to achieve, and how we wantto achieve it. They provide a clear direction for our Company and help ensure thatwe are all working toward the same goals.

Everything we do is inspired by our enduring

Mission:-

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

To Inspire Moments of Optimism...through our brands and our actions.

To Create Value and Make a Difference...everywhere we engage.

To achieve sustainable growth, we have established a Vision with clear goals:-

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

Planet: Being a responsible global citizen that makes a difference.

Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfypeoples' desires and needs.

Partners: Nurturing a winning network of partners and building mutual loyalty.



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

We are guided by shared Values that we will live by as a company and as individuals:-

Leadership: The courage to shape a better future

Passion: Committed in heart and mind

Integrity: Be real

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

Collaboration: Leverage collective genius

Innovation: Seek, imagine, create, delight

Quality: What we do, we do well

India: Our History in India

Coca-Cola India has made significant investments to build and

continually improve its business in India, including

new production facilities, wastewater treatment

plants, distribution systems and marketing

equipment. During the past decade, The Coca-Cola

System has invested more than US $1 billion inIndia, making Coca-Cola one of the countrys top international investors and in

2003, Coca-Cola India pledged to invest a further $100 million in its operations.



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The Coca-Cola System in India includes 24 Company-owned bottling operations and another 25

franchisee-owned bottling operations that directly employ 5,500 local people and

create jobs for another 150,000.

Virtually all the goods and services required to produce and market Coca-Cola products locally

including our Kinley water brand launched in 2000, Shock, an energy drink

launched in 2001, and Sunfill, our first powdered concentrate, also launched in

2001 are made in India, ensuring that the benefits of such enterprises remain in

the local communities in which they operate. For as long as weve been in India,

The Coca-Cola Company and our independent bottlers have been engaged at the

international, national and community levels to support programs that protect the

environment, conserve water, promote education, and provide healthcare.

Re-launch

Despite its strong overall equity, the brand was losing its popularity among the core cola

drinking age group of 12 to 25 year olds, partly due to nil advertising.

Coca-Cola apparently did try to kill Thums Up, but soon realized that Pepsi would benefit more

than Coke if Thums Up was withdrawn from the market. Instead, Coke decided to

use Thums Up to attack Pepsi. The Coca-Cola Company by this time had about

60.5% share of the Indian soft-drink market [1] but much to its dismay found out

http://economictimes.indiatimes.com/articleshow/1191706.cmshttp://economictimes.indiatimes.com/articleshow/1191706.cms


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that if it took out Thums Up, it would remain with only 28.72% of the market

(according to a report by NGO Finance&Trade in India), hence it once again

dusted out the Thums Up brand and re-launched it targeting the 30 to 45 year

olds.

The brand was re-positioned as a manly drink, drawing on its strong taste qualities. Known to

be a strong drink with more power packed into it than other colas, it was a

favorite in Rum based Cocktails, as in rum and Thums Up. Thums Up kick-

started an aggressive campaign directly attacking Pepsis TV ads, focusing on the

strength of the drink hoping that the depiction of an adult drink would appeal to

young consumers. Grow up to Thums Up was a successful campaign. The

brands market share and equity soared. The brand was unshakeable and Coca-

Colas declaration that Thums Up was Indias premier cola brand in terms of

market share did not surprise many.

Other campaigns from Thums Up build on its strength and its perception as a macho drink.

Ads showing the Thums Up man, riding through the desert in search of a cantina

that sells Thums Up rather than drink another cola, stuck in the minds of many

Indians and caught the imagination of youngsters who want to be seen as men.

http://en.wikipedia.org/wiki/Rumhttp://en.wikipedia.org/wiki/Television_advertisementhttp://en.wikipedia.org/wiki/Rumhttp://en.wikipedia.org/wiki/Television_advertisement


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CHAPTER 3:

MARKET SHARE

ORGANISATIONAL CHART OF ADVANCE SALES & SERVICES

PVT. LTD.

PRODUCT RANGE

COCA COLA SLOGANS

MARKET SHARE



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Coca-Cola is a leading player in the Indian beverage market with a 60 per cent share in the

carbonated soft drinks segment, 36 per cent share in fruit drinks segment and 33

per cent share in the packaged water segment.

In 2008, Coca-Cola sold 7 billion packs of its brands to more than 230 million consumers across

4,700 towns and 175,000 villages. The company has doubled its volumes and

trebled its profits between 2008 and 2009.

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.

Coca-Cola has succeeded in spite of an extremely price-sensitive consumer with entrenched

beverage consumption habits tea, nimbu-paani (lemonade) and a fragmented

and geographically dispersed retail market, and a high tax environment.



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ORGANISATION CHART of ADVANCED SALES AND

SERVICES PVT. LTD.

DIRECTOR

General Manager

Depot Incharge

Marketing Execution Manager

Sales Trainer



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Sales Executive & Market Developers

PRODUCT RANGE

Coca-Cola serves in India some of the most recalled brands across the world, which includes

names such as Coca-Cola, Diet Coke, Sprite, Fanta, along with the Schweppes

product range. The acquisition of Thums Up brought some of the leading nationalsoft drinks like Thums Up, Limca, Maaza, Citra and Gold Spot under its

umbrella. To add to this, Kinley mineral water was launched in the year 2000.

Thumps up:-

It is a leading carbonated soft drink and most trusted brand in India it was introduced in 1977,

thumps up was aquired by the coca cola company in 1993. It is known for its



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strong, fizzytaste and its confident, mature and uniquely masculine attitude. This

brand clearly seeks to separate the men from the boys.

Coca-Cola:-

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

product in the world. Coca-Cola was introduced in 1886, patented in 1887,

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

territory in the United States. Today, you can find Coca-Cola in virtually every

part of the world.

Sprite:-



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Introduced in 1961, Sprite is the world's leading lemon-lime flavored soft drink. Sprite is sold in

more than 190 countries and ranks as the No. 4 soft drink worldwide, with a

strong appeal to young people.

Millions of people enjoy Sprite because of its crisp, clean taste that really quenches your thirst.

But Sprite also has an honest, straightforward attitude that sets it apart from other

soft drinks. Sprite encourages you to be true to who you are and to obey your

thirst.

Limca:-

This thirst-quenching beverage features a fresh,light lemon-lime taste

and fun-loving attitude.It's a home-grown, national

treasure in India,Where it was acquired by The Coca-

Cola CompanyIn1993. Limca continues to build a loyal

following among young adults who love the lighthearted

way It complements the best moments of their lives.

Fanta:-



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Available in Europe since the 1940s, Fanta was introduced in the United States in 1960.

Consumers around the world, particularly teens, fondly associate Fanta with

happiness and special times with friends and family. This positive imagery is

driven by the brand's fun, playful personality, which goes hand in hand with its

bright color, bold fruit taste and tingly carbonation.

Coca Colas Maaza Very Popular:-



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Maaza was launched in 1976, a drink that offered the same real taste of

fruit juices and was available throughout the year.

In 1993, Maaza was acquired by Coca Cola India. Maaza

currently, dominates the fruit drinks industry. Over the

years, Maaza has become synonymous with mango. The

drink became a hit with successful advertisement

campaigns like "Taaza mango, maaza mango,' and 'Botal mein aam, maaza hain

naam. Consumers regard maaza as wholesome, natural, fun drink which delivers

the real experience of fruit. With the real fruit taste kids love, plus added calcium,Maaza's tagline, "Yaari-Dosti Taaza Maaza," means "friendship moments With

fresh Maaza in Hindi.

Minute Maid Pulpy Orange:-



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Minute Maid has been making orange juice for over 50 years and has a heritage of innovation,

quality and nutrition. Minute Maid has the longest history of marketing orange

juice with calcium, and was the first to nationally launch orange juice with

calcium plus vitamin D, low acid orange juice, orange juice with vitamins C and

E plus Zinc, and orange juice with naturally sourced plant sterols.

Minute maid pulpy orange juice has been a comparatively new entry in a market already

exploding with beverages, fruit juices, aerated drinks etc.

The juice has got a little orange pulp to chew on while gulping mouthfuls of juice. The best

feature in this is that it is very refreshing (as fresh orange juice usually is) without

being an aerated drink Containing. Also it is not bitter like many other leading

orange juices available in the market. It has got the right amount of sweetness to

not leave a sickly sweet taste on your tongue.

Kinley Mineral Water:



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Kinley is a high quality bottled water processed with added minerals

popular among adults who seeks a better quality of life and

a healthy lifestyle. Kinely water understand the importance

and value of this life giving force. It thus promises water

that is as pure as it is meant to be. Water you can trust to be

truly safe and pure. Kinley water comes with the assurance

of safety from the coca cola company.

That is why we introduced Kinley with reverse osmosis along with the

latest technology to ensure the purity of our product.

Coca cola slogans:

1886 - Drink Coca-Cola.

1891 - The Ideal Brain Tonic./The Delightful Summer-Winter beverage.

1904 - Delicious and refreshing.

1917 - Three million a day.

1922 - Thirst knows no season.



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1932 - Ice-cold sunshine.

1942 - The only thing like Coca-Cola is Coca-Cola itself.

1952 - What you want is a Coke.

1963 - Things go better with Coke.

1971 - I'd like to buy the world a Coke.

1982 - Coke is it!

1993 - Always Coca-Cola.

2000 - Enjoy.

2001 - Life tastes Good.

2003 - Real.

2006 - The Coke Side of Life

2007 - Live on the Coke Side of Life

2009 - Open Happiness



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CHAPTER 4:

OBJECTIVES OF THE PROJECT

SCOPE OF THE PROJECT

CRITERIA FOR PROVIDING FREE CHILLING EQUIPMENTS

RTM ROUTE TO MARKET CORRECTION

OBJECTIVES OF RTM ROUTE TO MARKET CORRECTION

BENEFITS / LEARNING

OBJECTIVES OF THE PROJECT

To determine the market share of coca-cola company



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To know about the retailers wants in terms of product selling.

To know effectiveness of the pre-sell distribution strategy in the market.

Visi coolers survey in the markets of Lucknow region.

Ensuring the visibility of product.

Ensuring the availability of products in outlets.

To know whether the outlets get the scheme or not.

SCOPE OF THE PROJECT

Scope of the study for Coca-Cola by this study, the company will come to know:-

Through this study company can know its growth.

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

market.

This study will also help to the company to know about its promotional activities.

Through this study company will know about the availability of its products in the market.

CRITERIA FOR PROVIDING FREE CHILLING EQUIPMENTS



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COCA COLA COMPANY HAS SEVEN BRANDS. All of them are manufactured at M/S

BRINDAVAN BOTTLERS. Each brand has its own flavors content. These are

bottled at M/S BRINDAVAN BOTTLING PLANTS near BARABANKI and

supplied in Lucknow city by M/s ADVANCE SALES & SERVICES (P)

LTD.,marketing unties of BRINDAVAN BOTTLERS.

Marketing is getting right goods and service at right time and right place to right people at right

price with right communication.

The comprehensive marketing activity at lucknow marketing service is controlled by Mr.Rajeev

Saxena (G.M.) Mr B.K. srivastava (sales manager), Mr.Deepak verma

(distribution manager).today consumers have different measurement to buy above

which has a smaller self-life. The major market of soft drink is under the grab of

local distributions, which provides the innocent consumers all the sort of

connections.



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RTM ROUTE TO MAP CORRECTION

PROJECT DURATION (15TH JUNE TO 13TH AUGUST)

HEADED BY: DEEPAK KUMAR VERMA

(SALES & DISTRIBUTION MANAGER)

TEAM SIZE: 14

AREA: LUCKNOW

CLUSTER:

CHINHAT

CHARBAGH

KHURRAM NAGAR



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WHAT IS RTM ROUTE TO MAP CORRECTION?

Route to map is a technique and survey method by which we can identify and analyze the current

market retailers and wholesalers location in a particular location or cluster.

DEPOT- KHURRAM-NAGAR.

ROUTE NAME NO. OF OUTLETS

NISHATGANJ 125

VIKAS-NAGAR 119

TRANS-GOMTI 90

ALIGANJ 118

JANKIPURAM I 90

JANKIPURAM II 85

KALYANPUR 84

NEW-HYDRABAD 114

INDIRA NAGAR 113



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DEPOT - CHINHUT

ROUTE NAME NO.OF OUTLETS

HAZRATGANJ 42

LALBAGH 1st 88

LALBAGH 2nd 76

H.AL./FAIZABAD ROAD. 113

GOMTI-NAGAR.1st 105

GOMTI-NAGAR 2nd 89

GOMTI-NAGAR 3rd 61

NARAHI 105

SADAR 47

CANTT 51



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OBJECTIVES OF RTM ROUTE TO MAP CORRECTION

To identify the market potential.

To enhance the better distribution setup.

To increase the sales

To facilitate better approach for salesperson

To control the cost of distribution

Better logistics and chain supply

Analysis of consumption pattern

To know the purity of brand order

Dealer and wholesalers relationship and problem relationship

Comparative analysis of coca cola and pepsi

Display of banner, glowing sign, DPS, hoardings for advertisement.

Demand n supply analysis for next year.

Estimating future sales and distribution efforts



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Collection/details of existing retailers

BENEFITS / LEARNING

Understand the importance of RTM

Better interpersonal skills

Market search

Handling queries with dealers, wholesalers, retailers.

CHAPTER 5:

RESEARCH METHODOLOGY

CHOICE OF RESEARCH DESIGN AND ALTERNATIVES



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DATA COLLECTION METHOD

PRIMARY DATA

SECONDARY DATA

PRIMARY SOURCES:-

PERSONAL INTERVIEWING

SURVEY METHOD

QUESTIONNAIRE METHOD

SECONDARY SOURCES:-

RESEARCH INSTRUMENT USED:-

SAMPLING TECHNIQUE USED AND SAMPLE SIZE

FIELD WORK- METHOD USED FOR DATA COLLECTION



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RESEARCH METHODOLOGY


Research design is the conceptual structure within which research is conducted. It constitutes the

blue print for the collection, measurement and analysis of data. Research design is

purely and simply the framework to ensure that the required data are collected

accurately and economically. A good research design has following

characteristics:

Problem Definition

Specific method of data collection and analysis

Time required for research project

Estimation of expenses to be concerned

I have used Exploratory Research Design for my study. The reason for using this design is that

there is a less experience and knowledge about the market and the main emphasis

during the research was to discover ideas regarding awareness level of people,

therefore I wanted to use a design which is flexible.

Exploratory Research Design was perfect for such research and it provided me the opportunity

for considering various other aspects related to my study.



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DATA COLLECTION METHOD

PRIMARY DATA

It was collected through the survey conducted. The questionnaire was prepared and asked toanswer by the retailers. They were also personally interviewed. The data collectedwas totally original and did not exist before. The data was flexible and reliabletoo.

Advantages:-

Get comprehensive and original information

Convenient to respondents

Information are primary mode

Disadvantages:-

Often takes much time

Info may be incomplete

Need to be quite clear about what looking for

SECONDARY DATA

The data which already exist in the nature is called secondary data it provides a slating point forresearch and offers the advantages of low cost and ready availability.

The historic literature and other regarding the company profile and strategic planning were takenfrom secondary sources like internet.

Advantages:-

Doesnt interrupt program or clients routine program

Information already exist

Less costly



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Disadvantages:-

Information may be incomplete.

Not flexible means to get data, data restricted to what already exists.

PRIMARY SOURCES

PERSONAL INTERVIEWING

This method is used when you want to understand someone's buying behavior pattern, or learn

more about their answers to questionnaires.

Advantages:-

Get full range and depth of information

Develops relationship with person

Can be flexible with customers

Disadvantages:-

Can take much time

Can be hard to analyze and compare

Can be costly

Responses may be bias



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SURVEY METHOD

When need to quickly and / or easily get lots of information from people in a non-threatening

way.

Advantages:-

Inexpensive to administer

Easy to compare and analyze

Administer to many people

Can get lots of data

Disadvantages:-

Might not get careful feedback

Are impersonal

In surveys, may need expert opinion

Doesnt get full information of consumer buying behavior



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QUESTIONNAIRE METHOD

This method of data is quite popular. A questionnaire consists of a number of questions printed

in definite order on a form. The respondents have to answer them on their own. I

constructed a questionnaire containing 12 questions related to my objective of the

project. It is enclosed in the reports.

Advantages:-

The responses are gathered in a standardized way, it is in close-ended form.

Generally it is relatively quick to collect information.

However in some situations they can take a long time not only to design but also to apply and

analysis.

Disadvantages:-

Questionnaires are standardized so it is not possible to explain any points in the questions that

participants might misinterpret.

Respondents may answer superficially especially if the questionnaire takes a long time to

complete.



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Respondents may not be willing to answer the questions. They might not wish to reveal the

information or they might think that they will not benefit from responding perhaps

even be penalized by giving their real opinion.

SECONDARY SOURCES:-

The data was collected through internet.

RESEARCH INSTRUMENT USED:-

In this project questionnaire method is used to collect data due to following reasons:-

Written questionnaires are more cost effective as the number of research questions increases.

Questionnaires are easy to analyze. Data entry and tabulation for nearly all surveys can be easily

done with many computer software packages.

Questionnaires are familiar to most people. Nearly everyone has had some experience

completing questionnaires and they generally do not make people apprehensive.

Questionnaires reduce bias. There is uniform question presentation and no middleman bias. The

researchers own opinions will not influence the respondent to answer questions in

a certain manner.

There are no verbal or visual clues to influence the respondent.

Questionnaires are less intrusive.



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SAMPLING TECHNIQUE USED AND SAMPLE SIZE

I have used multi stage sample technique.

Area sampling is used, i.e. retailers were selected from Lucknow

Sample size :- 3093 retailers and wholesalers.

FIELD WORK- METHOD USED FOR DATA COLLECTION

I have visited all the retail shops to collect the data.



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METHOD FOR DATA COLLECTION

Questionnaire method was used for data collection. Quite often questionnaire is considered as the

heart of research. Hence it should be carefully constructed.

Questionnaire include:-

Dichotomous question

Multiple choice questions

Ranking based question



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CHAPTER 6:

DATA PRESENTATION


DATA ANALYSIS



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DATA PRESENTATION

Data presented by - Pie charts, bar charts, percentage calculation.


Research design is the conceptual structure within which research is conducted. It constitutes the

blue print for the collection, measurement and analysis of data. Research design is

purely and simply the framework to ensure that the required data are collectedaccurately and economically. A good research design has following

characteristics:

I have used Exploratory Research Design for my study. The reason for using this design is that

there is a less experience and knowledge about the market and the main emphasis

during the research was to discover ideas regarding awareness level of people,

therefore I wanted to use a design which is flexible. Exploratory Research Design

was perfect for such research and it provided me the opportunity for considering

various other aspects related to my study.



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DATA ANALYSIS

Q1-AVAILABILITY OF PRODUCT THROUGH INTERMEDIARIES

INTERPRETATION

According to the graph it is clear that maximum shop keeper take products from

the distributor which is 92% where as only 08% shop keeper

purchases products from wholesale market.



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2-TYPE OF CHILLING EQUIPMENT USED BY THE

OUTLETS

INTERPRETATION

From the above graph its clear that in most of the outlets there is vi-si-cooler

which is 75% where as only 15% outlets has OYA(Own Your Assets).



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LEADING BRAND OF THE COCA-COLA COMPANY ACCORDING TO

THEIR PREFERENCES

INTERPRETATION

According to the graph it is clear that THUMS UP is the most preferred brand that

is 41% where as MMPO (Minute Maid Pulpy Orange) and LIMCA

are the least preferred brands among the consumers which is only 3%

and 2%.



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4-HOW MUCH OUTLETS HAS THE VISIBILITY OF PRODUCTS

INTERPRETATION

From the above graph it is clear that-

58% shops were having banner.

35% shops were having Rack.

25% shops were having Flange.

42% shops were having Posters and

36% shops were having other items.



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5- MARKET SHARE OF COCA-COLA COMPANY COMPARING WITH

PEPSI COMPANY

INTERPRETATION

From the above graph it is clear that the market share of COKE is 71% as compare

to PESPI which is 29%.



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6-RETAILERS VIEWS REGARDING THE SERVICES OF COCA-COLA

INTERPRETATION

85% outlets are satisfied by the services of coke where as only 5% outlets are not

satisfied by its services.



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7-THE MONTHLY SALES OF BOTH THE COMPANIES FOR PRODUCTS

IN THE MONTH OF JUNE

Coke's JuicesPepsi Juices

974

712

0200

400

600

800

1000

QTY

MONTHLY SALES OF JUICE

ANALYSIS:

From the above graph it can be interpreted that monthly sale of Cokes juices is

more as compared to Pepsis.

Monthly sale of Cokes juices is near about 974 carats & of Pepsi juice is near

about 712 carats.



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8-THE CUSTOMER PREFERS THE MOST (GIVE RANKING)

Tetra Pack (200 ml) ( )

250 ml ( )

500 ml ( )

1 Litre ( )

Tetra Pack

Preference33%

250(ml)preference

31%

500(ml)preference

24%

1(l) preference13%

Pack Preference

Tetra PackPreference

250(ml) preference

500(ml)preference

1(l) preference

A

ANALYSIS: From the above analysis: -

1st Rank :- Tetra pack(200 ml)

2nd Rank :- 250 ml



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3rd Rank :- 500 ml

4th Rank :- 1 Litre



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9 - BRAND IS MORE PROFITABLE FOR YOU TO SELL?

Coke

Fanta

Sprite

Maaza

Minute made pulpy

Thumb sup

Profitability

frooti

43%

others

1%slice+tropicana

15%maaza+pulpy

orange

41%

appy fizz

0%

maaza+ ul oran e frooti slice+tro icana a fizz others

ANALYSIS:

Out of the surveyed outlets most of the retailers said that Frooti was more

profitable to them with 43% share.



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The least profitable to them was appy fizz.

10-THE SALESMAN OF ALL COMPANIES FREQUENTLY VISIT

OUTLET

a) Yes b) No

F R E Q U E N T V IS IT O F T H E S

Y E

9 2 %

N O

8 %

ANALYSIS:

Near about 92% retailers agreed that salesmen of other companys visit their

outlets. Only 8% retailers disagreed with the question.



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11-THE FREQUENCY OF VISIT OF SALESPERSON OF COKE TO YOUR

OUTLET

a) Daily b) Weekly c) Fortnightly d) Monthly

0

40

0

25

0

15

0

10

0

10

20

30

40

Analysis:-

Near about 40% of outlets in cluster is visited daily only 10 % outlets are there

where reach of cokes salesperson is very low that is once in a monthly.



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CHAPTER 7:

SWOT ANALYSIS

FINDINGS

CONCLUSION

SUGGESTIONS

LIMITATIONS



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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.

Problems in the frequency of the delivery of goods.

OPPORTUNITIES

Diversification of juice products.

With growing juice market so handsome opportunity to increase

sales and capture market.

THREATS

Change in taste of people.

More competitors.

Unpredictable market conditions.



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The store is categorized on the basis of their sales, it mean Diamond, Gold, Silver.

Retailers do not get the company's actual schemes.

Some sales man does not make bills for the retailers.

If retailers complaints regarding discounting and schemes then he is not responded properly.

There is a tough competition between the major brands of soft drinks companies in the market

namely Coca Cola and Pepsi.

Frooti and Maaza were available on all the outlets which I have covered.

Pepsi provides very liberal credit facilities to the retailer where as Coke doesnt provide such

facilities.

Some of the retailers said that the sale of all the juices are equal as per the customers taste and

preferences.

The findings made conclusion that Frooti and Slice are also giving tuff competition as far as

other juices are concerned.

Retailers have also appreciated the Distribution services of Coke products.

Pepsi provides a better promotional schemes and services as compared to Coca Cola.

There is less advertisement of Maaza at the point of purchase.

Customers are buying Maaza because of its great taste and also of better quality with reasonable

price.

There is a less display of Maaza on the outlets.



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Company has given less emphasis on hoardings, boards and banners of its products..



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CONCULUSION

Every thing in this world is made to utilize properly but it should be reach at the proper person or

to the proper utilized areas. Otherwise the value added to those things became in

vein. As there is a prove "far from eye, far from heart" thus marketing role plays a

very important role in achieving the objectives of a company, undoubtly, valueutility is created by the manufacture of products or service but time and place

utilities are created by marketing role, according to Drucker, "both the market and

the distribution channels are often more crucial than the products", they are

primary : the products is secondary. in an economy like that of India, where

marginal shortages can lead to disproportation distortion in prices,a dependable

and efficient distribution system creates a value adds to all most all products.

All from the above study not withst anding its restructing efforts pepsi is still far away with itsgreat competition like coke.



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SUGGESTIONS

The company should measure Retailers satisfaction regularly.

Company can increase the sales when it considering more on retailers, theirsuggestions or complaints about service or product so that necessary action can betaken.

Review meeting should be often held so that the working pattern of the executives can bechecked and improved if needed.

Company representatives should visit retailers and should make a long - term relationship withretailer so that they can push the product.

Since customers are value maximizes and their expectation to this brand is high, as the brand

image shows their quality is supervene so the company should also take feed backat time to time. By this they can make their brand loyal.

Distributers should be convinced to pass the incentives to the retailers so that they are motivatedto promote this brand.

Increase the number of dealers and retailers as this will help in making high sales volume.

Cash discount should be competitive and luring.

Try to continue the good image of the outlets by keeping more and more good quality inservices. By this the monopoly will continue with Coke products.

Company should attains on small outlets so there sales can increase.

Aggressive selling is required by Coke. Visibility of the brand should be more, thereforehoardings, posters, glow signs should be provided to the retailers.

The company should come up with better promotional schemes and services.



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The company should also have to concentrate on competitive rates and schemes of theircompetitors.

If the retailer gets some money then they will work hard to increase the sale of the product in themarket.

The company should launch more new flavors and brands in juices.

To attract more and more customers constant upgrading and improving of the products must bedone in order to compete with their competitors.

The company should follow the Push Strategy and Just Noticeable Difference (JND) in order toincrease its sale.

Promises made by the company or any employee should be fulfilled timely.

For marketing strategy of company should divers it business in related this sector Like - Icecreams, butter & chocolates because of company have visi coolers in mostlyoutlets.

Now company should launch new taste of soft drinks like recently launched Minute Maid & alsolaunched new product in another flavour.

Company should search area for increasing in sales.

In winter Season Company gives discount & schemes to retailers so they sell more our product.

Company must make new strategy to fight local cold drinks brands.

Company should give new dealership on small towns.

Try to decrease the price of commodity in competition of Pepsi.

Company should try to maintain manpower.



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LIMITATIONS

The study is only confined to retailers and so the preferences of actual consumers could not be

taken.

A busy schedule of dealers/ retailers also makes the collation of information a very difficult one.

Non co-operative behavior of respondent was a big problem in this survey.

The retailers may or may not reveal the true informations.

Time factor acted as a big constraint because it is too difficult to cover all the outlets.

Maximum effort was made to survey each outlet but some of the outlets may be missed.

Sometimes the right person was not at the place so it was difficult to get any information related

with my project.

Sometimes some respondents were not in full mood to give the answers of our questions so some

of the answers may not be exact.

While interviewing respondents were confused about their own answer.

Some of the retailers were not co-operative.



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The entry and exit of new/old can increase or decrease the market share.

CHAPTER 7:

BIBLIOGRAPHY

WORDS OF THANKS

ANNEXURE:-

Questionnaire

Tracking sheets



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BIBLIOGRAPHY

Books:-

Marketing Management: - By Philip Kotler

Research Methodology: - Methods and Technique By C.R. Kothari

Magazines:-

Business Today

4PS

Websites:-



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www.cocacolaindia.com

www.fnbnews.com

www.indiaindustryprofiles.com

www.google.com

www.yahoo.com

WORD OF THANKS

I pay sincere thanks to Coca Cola Company, which gave me the chance to do me summer

training in their reputed organization.

This is a matter of great respect on their side that they supported me in every problem faced by

me.

http://www.cocacolaindia.com/http://www.fnbnews.com/http://www.indiaindustryprofiles.com/http://www.google.com/http://www.cocacolaindia.com/http://www.fnbnews.com/http://www.indiaindustryprofiles.com/http://www.google.com/


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Hope that in future also I will get a support from their side and I shall be given an opportunity to

work under this brand name and to be a part of this organization.

Thank You.

coke summer project

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