comperhenshive study of cocacola_tushar

7/31/2019 Comperhenshive Study of Cocacola_tushar

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A PROJECT REPORT ON THECOMPREHENSIVE STUDY

OFCCOOCCAACCOOLLAABBEEVVEERRAAGGEEPPVVTTLLTTDD

Submitted by:Tushar Verma

B.COM (HONS)ENROLLMENT NO.

A7004610054

Industry Guides name: FacultyGuideMr. Chitresh Tiwari Miss. Sana MoidMarketing Executive Manager

ABS, Lucknow

(SUMMER INTERNSHIP REPORT IN PARTIAL FULFILLMENT OF THE AWARD OF FULLTIME BACHELOR OF COMMERCE HONORS 2011-12)

AMITY BUSINESS SCHOOL

AMITY UNIVERSITY UTTAR PRADESH LUCKNOW


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DECLARATION

I hereby declare that I have carried out Summer Training Project on the

topic entitled Comprehensive Study of Coca Cola at Lucknow, Uttar

Pradesh.

I further declare that this project work is based on my original work and

no part of this project has been published or submitted to anybody.

TUSHAR VERMA

B.COM(HONS.)


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PREFACE

In summer the consumption of soft drinks is more due to hot weather in

this time chilled weather is needed everywhere and every body

irrespective of age difference. In the market peoples not only need water,

but they want same taste too. Here comes the need of soft drinks: it has

become an essential part of market as people like it in addition to the

bottles, now days packages of soft drinks i.e. Tin cans. Pet packs of i.e.

Litters canisters and dispensers are introduced to enhance the impact in

sales.

As an integral part as curriculum all B.com(Hons.) a participant are

required to undergo practical summer training in any industry for 6 to 8

weeks period. The main objective of this training is to supplement

theoretical knowledge with exposure to practical operator of an

organization or industry. Candidate tale much help from this training

when he get the job after completed the curriculum in this training

candidate get the better opportunity to in meet the Retailer conjurer,

whale sellers dealer by which candidates gain more and more information

about the market. By this practical Experience candidate confident level

is improved. Consequently we can say this training provide better

understanding of all functional areas of management skills.


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ACKNOWLEDGEMENT

The Research report will be incomplete without acknowledge giving mysincere, gratitude to all persons who have helped me in the preparation ofthis dissertation. First of all, I thank GOD ALIMIGHTY for the

blessings showered on me throughout this project work, which has helpedme in the successful completion of the training. I express our thanks toCoca cola Hindustan Beverages Ltd. for granting me the permission towork with the esteem organization. I am also thankful to Mr. AshutoshSharma (Sales Co-ordinator) and then to Mr. Chitesh Tiwari (MarketingExecution Manager) and then to Devendra Kumar (SE) and then toPankaj Chaudhary (Logistic Co-ordinator) of Coca cola HindustanBeverage Ltd. They guided and helped us in all possible ways they could,

at every stage of the report.

I would also like to thank all the Executives, distributors & staff of Cocacola who provided us all the relevant information and their kind support,on the basis of which this report has been prepared.

.


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CONTENTS

TOPIC PAGE NO.

INTRODUCTION6 COMPANY PROFILE- COCA COLA ..7 OBJECTIVE OF THE PROJECT

.14

DISTRIBUTION CHANNEL21 MARKET OF SOFT DRINK IN INDIA ..23 FINDINGS .26 RESEARCH METHODOLOGY ..64 SWOT ANALYSIS.80 RECOMMENDATION .83 BIBLIOGRAPHY 85 ANNEXURE - QUESTIONNAIRE 86


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Introduction

Modern age is full of competition. Today only way of success is your

continuous efforts towards the growing market needs and in satisfying

them. It is the marketer job to know what the market speaks i.e. the ever

changing needs of the customer through market research & adopt them

fruitfully. It is must for all the companies to make policies according to

the customers and the govt. Today to succeed for any organization has to

target its customer needs, to create a culture in the organization i.e.

market conscious & responsive to customer needs. Soft drinks industry

has become big business in India in recent years.

The soft drink business under went major change with the entry of PEPSI

and re-entry of COCA-COLA in India in the late 80s when Parley with

brands like Thumps, Limca & Gold spot was a clear leader. Coca-Cola

took up the product line of parley in 1993-94; today both brands are the

Indians favorite soft drinks.


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Company Profile Coca-cola (US)

Coca cola is a world leader in beverages, with revenues of about $35billion and over 180,000 employees. The company consists of the snackbusiness of Frito-Lay North America and the beverage and foodbusinesses of Coca cola Beverages and Foods, which includes Coca colaBeverages North America (Cola North America and Gatorade/TropicanaNorth America) and Quaker Foods North America. Coca-colaInternational includes the coffee businesses of Frito-Lay International andbeverage businesses of Coca-cola Beverages International. Coca-cola

brands are available in nearly 200 countries and territories.Many of Coca-cola brand names are over 100-years-old, but thecorporation is relatively young. Coca-cola was founded in 1923 throughthe merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998and PepsiCo merged with The Quaker Oats Company, includingGatorade, in 2001.

Coca-colaCompanyCoca-cola (formulated in 1898), Diet coke(1964)and Mountain Dew (Introduced by Tip Corporation in 1948).

KO is the world leader in the food chain business. It consists of manycompanies amongst which the prominent one is Pepsi cola, frito lay,Pepsi food international, pizza hut, and KFC and taco bell. The group ispresently into three most profitable businesses namely, beverages, snackfoods and restaurants. It has scores of big brand available in nearly 150countries across the globe.

The beverages segment primarily market Pepsi diet, mountain dew andother brands worldwide and 7UP outside the U.S. market. They are

positioned in close competition with Coca-Cola inc. of USA. A point tobe noted is that coca cola get 80% of its profit from internationaloperation while same figure of Pepsi co. stand at 6%, the segment is alsoin the bottling plants and distribution facilities.

The restaurant segment primarily consists of the operations of theworldwide pizza hut, Taco Bell and KFC. Long time no.2 player in


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the cola wars, Pepsi co. is widening the play field, over the lastyears; the company has invested more than $2billion in its worldwideoperations.

When Coca-Cola changed its formula in 1985, Pepsi stepped up its

competition with its long time archival claiming victory in the cola wars.Coke and Pepsi expanded their rivalry to tea in 1991 when Pepsi formeda venture with #1 Lipton in response to cokes announced venture with

nestle (Nestea) it has won over 30% of the ready to drink tea market, apart of the so called new age beverages segment.

The beverage industry has witness the phenomenal growth

over the last few years necessitating capacity increase and builds up

of commensurate infrastructure to meet the business growth, whichis accordingly matched.

PepsiCos success is the result of superior products, high

standards of performance, distinctive competitive strategies and the highintegrity of our people.


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Mission of the Company: Continuously excel to achieve and maintainleadership position in the chosen businesses; and delight all stakeholdersby making economic value additions in all corporate functions. Coca-Cola bottling plant opens in 1950 in New Delhi, operated by pure drinksLtd. In 1951 Bombay plant opens, also operated by pure drinks Ltd. In1953 and 1954 Calcutta & Kanpur bottling plant opens cont. 1973 wasthe time when 22 bottling plant operated in 13

States. In 1978 Coca-Cola withdraws Indian operations.

In 1992 KO resumes business operation in India in joint venturewith JMRPCO. After that KO acquires Parles brands (Thumps up, Limca,Maaza, Gold spot, Cintra, Rimzim.) 1994-Plants open in Bombay,Calcutta and New Delhi. In 1996 Can, PET plant started in pune. 1998-First Greenfield plant opens in Ahmedabad.

Coca-Cola buys a no. of bottlers in India. Integration of allbottling units into 1 pans India Company bottler, HCCBPL in 1997-1999.

In july 2005 HCCBPL becomes a separate bottling entity (CBO)reporting in bottling investment group (BIG), Atlanta.


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BUSINESS SEGMENTS

The KO Group is divided into three-business segments- Beverage, Foodand Education. It has a leading market position in each of its threebusiness segments. Our balanced portfolio produced a solid businessperformance. Products and services, which look to the future, ensure thatwe will be well placed in growth markets.


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TYPES OF COOLERS

2 cacs 4 cacs. 7 cacs 9 cacs 11 cacs 20 cacs 30 cacs

OUTLETCLASSIFICATION

KOVPOSLAB


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KO VPO (ANNUAL) phy c/s

RATE LIST-2010

Brand BasicRate

Amt.Vat charge@ 12.5 %

Total

200 ML 149.33 18.67 168.00

300 ML 190.22 23.78 214.00SD 300ML

129.78 16.22 146.00

SD 500ML

224.00 28.00 252.00

600 ML 394.67 49.33 444.001.25

LTR

337.78 42.22 380.00

2 LTR 364.44 45.56 410.00DT 330ML

444.44 55.56 500.00

330 ML 444.44 55.56 500.00KIN500ML

144.00 18.00 162.00

KIN 1LIT

97.78 12.22 110.00

(phyc/s)

DIAMOND >800GOLD 500-

799SILVER 200-499

BRONZE


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OBJECTIVE

The objective of my training is survey in ALAMBAGH andCHARBAGH (A&B Routes) in order to find out Market Share Of Coca

Cola And Channel Of Distribution it means we have to find that what is

the market share of coca cola in the market and what is the market share

of his competitor Pepsi and we have to find that customer take coca cola

brand from company vehicle or from dealer.


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Coca-Cola entry in India

Coca-Cola bottling plant opens in 1950 in New Delhi, operated by pure

drinks Ltd. In 1951 Bombay plant opens, also operated by pure drinks

Ltd. In 1953 and 1954 Calcutta & Kanpur bottling plant opens cont. 1973

was the time when 22 bottling plant operated in 13States. In 1978 Coca-

Cola withdraws Indian operations.

In 1992 KO resumes business operation in India in joint venture

with JMRPCO. After that KO acquires Parles brands (Thumps up, Limca,

Maaza, Gold spot, Cintra, Rimzim.) 1994-Plants open in Bombay,

Calcutta and New Delhi. In 1996 Can, PET plant started in pune. 1998-

First Greenfield plant opens in Ahmedabad.

Coca-Cola buys a no. of bottlers in India. Integration of all

bottling units into 1 pan India Company bottler, HCCBPL in 1997-1999.

In July 2005 HCCBPL becomes a separate bottling entity (CBO)

reporting in bottling investment group (BIG), Atlanta.


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HISTORY OF COLA

The cola industry has phenomenal possibilities for rocketing profit

growth inspite of the sign of relief heaved by the manufacture at the

abrupt sensational termination of coca cola monopoly the tastes of cola is

by no means extinguished the coca. Cola have a status symbol to it...,

generated by the sub standard, penetrated, advertising and extensive

distribution network.

Total soft drink segment is growing at the rate of 10% per year still if

international standard area considered the per capita consumption of three

serving in rock bottom, less than even our neighbors Pakistan and

Bangladesh, where it is four more as much. So with kind of a market

potential coke entered in India in 1991 after the permissions of setting up

Britico Food company to coke was granted by the government in Pune in

1992 the plant was established for is deducted then the bottle are taken

out of the line and cleaned again or rejected.

The most important step is the mixing of drink concentrate dissolved in

the soft water the sugar syrup at the same time. Carbon dioxide is passed

in the drink to produce a fizz.

After the crowing of the bottle the crown contains the manufacturing data

batch number and Time.

After crowing the bottle, the bottle comes again at checking screen for

checking the bottle.


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THE PRESENT POSITION OF COKE IN INDIA

Coke is a house holds name and is the lips of every one. In present time

every person knows the name of coca cola since India is one of biggest

market and sultry summer from March the end of October and huge

population has immensely helped in the sales the sales of coke in India

and its making it more economical.

Last years, the market share of Coca Cola was not specific. In this year

companys top management adopted new policy and decreased the rate of

all brands of coke. By this decision top management determined the rate

of 300 ml / 7Rs. And they made a new brand of 200 ml determine the rate

of this brand 5Rs. By which medium size family and lower level family

can be taken the enjoy of coke. By this decision companys marketing

share has been increased.

In present time coke is captured approximate 70% market share in cold

Dinks line. Now coke has defeated all the soft drinks company.

According to service and according to advertising coke has appropriate

position.

It has now emerged as the winner and has a good image in the market.

Coke has even sponsored the wills cricket world cup 96 at an estimated

cost of 26 corers.


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ORGANIZATION STRUCTURE

Coca-Cola Hindustan Beverage Ltd.


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DISTRIBUTION CHANNEL

Distribution means supply of goods from company to its ultimate user.

After manufacturing the product the important work for the is to provide

its goods to its ultimate user at the right time and when manufacturing

process has been over. Than marketing work will be start by the

marketing Department adopt the policy for providing goods to the

consumer at the right time and place. Distribution means the way bewhich the product reach to the hand of consumer these all process comes

under the Distribution of Network. Good distribution network is essential

for more sailing and customer satisfaction. If customer or retailer is not

satisfy of your distribution net work. It reflect that companys

Distribution is not good and some thing is wrong any when.

The Distribution of Coca Cola of best. Company dont want to take any

type of risk so they have made the distributor in different 2 areas.

Distributor take the flavors from the company and deposit all the payment

in advance by this process company get all the money at the right time.

Distributors establish all the goods in bare house company are appointed

2 or 3 executive for marketing. Executives are getting the salary from

company. But sales man helper, loader, appointed by the Distributor.

Distributor is liable to give the salary to the sales man helper; loader and

clerk the sales man do the work under the pressure of Executive.


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From the bare house company launch the flavors in the market. The

flavor reaches in the market to the retailer by two medium.

1)By the company vehicle

2) Dealer

Company vehicle and dealers both provided the flavors to the Retailer.

Retailer sales the flavor to the consumer. This is the good marketing

strategy.


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SOFT DRINK MARKET IN INDIA

Today India is one of the most potential markets, with population of

around 900 million people, the Indian soft drinks market was only of 200

cases per year. This was very low even compared to Pakistan and

Philippines. Population and potential market are two major reasons for

major multinational companies of entering India. They feel that a huge

population coupled with low consumption can only lead to an increase in

the soft drink market. Another increase in the sale of soft drinks in the

scorching heat and the climate of India, which is suitable for high sale ofsoft drinks. All these factors together have contributed to a 30% growth

in the soft drinks industry. If the demand continues growing at the same

rate, within two years the volume could touch 1 billion cases. All these

factors are the reasons for the entry two giant of the soft drink industry of

the world to enter the Indian market. These two giants Pepsi and Coca-

Cola, Themselves share 96% of the soft drink market share. Rest isshared by Cadburys Schweppes, Campa Cola and other soft drink

brands. But was the scene same 20 years ago? The answer is No. 1970

was the year of pure soft drinks Campa cola and Parle people (Thumps up

and Limca).

Soft drink consists of a flavor base, sweetener and carbonated water. In

general terms non-alcoholic drinks are considered as soft drinks this name

soft drink was given by Americans as against hard which is mainly

alcoholic.

The major participants involved in the production and distribution of soft

drink are concentrate and syrup producers, bottlers and


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Retail channel. Concentrate producers manufacture basic soft drink

flavors and retail channel refers to business location that tells or serves

the products directly to consumers.

Soft drink is not a product, which a person plans to buy before hand, but

is an impulse purchase. Lots of sale depends upon the strength of

merchandizing done at the point of sale.

It all begin in 1977, a change in government at the center led the exit of

coca-cola which preferred to quit rather to dilute its equity to 40% in

compliance with the Foreign Exchange Regulation Act (FERA). The first

national cola drink to pop up was double seven. In the meantime, Pure

Drinks, Delhi on cokes exit, switched over to Campa Cola.

The beginning of 1980s saw the birth of another cola drink, Thumps up,

Parle the Gold spot people, launched it in 1978-79, as Refreshing Cola.By the mid-eighties Mc Dowells launched Thrill, and by the late eighties

there was Double Cola, which entered in India market, as a NRO-run out

fit with its plant in Nasik { Maharastra }, in 1978 Parle, Indian soft

drinks market (share 33%) with its gold spot and Limca brands. Later

Thumps Up also started Thumps Up. At the same time the threat to the

Indian soft drinks was that of fruit drinks. In 1988, fruit drinks market

was valued at Rs. 40 corers and grew at the rate 20%.

Coca-Cola entered Indian by buying up to 69% of the 1,800 corer soft

drink market { i.e. 5 Parle Export brands of Thumps Ups Limca Gold

spot, Citra & Maaza }.Today the scene has changed making it a direct

battle between two giant Coca-Cola and Pepsi. The picture will becomeclearer by looking at the India market shares in the beverage industry.


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One of the strongest weapons in Coke armory is the flexibility it has

empowered its people with. In Coke every employee, may he be a

manager or salesman, have an authority to take whatever steps he or shefeels will make the consumers aware of the brand and increase its

consumption. Thus Coke believes in establishing and nurturing

creditability of the salesman and making commitment to grow business in

accounts. All these factors together led to a high growth in the Indian

market and constantly increasing market share.


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COMPETITIVE ARENA

The soft drink market all over the world has been witnessing a neck to

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

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

chunk of the pie of carbonated soft drink market. Both the players are

spending their energies in building capacity, infrastructure, promotional

activities etc.

Coca-Cola being 11 years older than Pepsi has dominated the scene in

most of the soft drink markets in the world and enjoying leadership in

terms of market share. But the Coca-Cola people are finding it hard to

keep away Pepsi, which has been narrowing the gaps regularly. The two

are posing threats to each other in every nook and corner of the world.

While Coca-Cola has been earning most of its bread and butter throughbeverage sales, Pepsi has a multi products portfolio with some portion

from the same business.

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

strategies and tactics to attack the rival. Coca-cola is focusing upon the

joint ventures with the existing bottlers { fobo } franchise owned bottling

operations to enhance its control on manufacturing and marketing of its

products range and attain the quality standards of its class.

Countering it Pepsi has taken the battle in its own hands by floating as

investment of $ 95 billion to set Pepsi Company. India holdings, as


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subsidiary for {cobo} company owned bottling operations. Both the

companies are following different path to reach the same destiny i.e. to

fetch the bigger portion of aerated soft drink market. Both consider India

a huge potential market, as per capita consumption here is a mere 3

serving annually against the world average of 80. Therefore, they are

putting in their best efforts to woo the Indian consumer who has to work

for 1.5 hours to buy a bottle of soft drink. In comparison to the

international norms minutes, a major hurdle to cross over for both the

athletes for getting no.1 position comparison to the inter. Coca-cola is

well set with its 53 bottling sites through out the country giving it an edge

over competition by processing a well-built bottling and distribution set-

up. On the other hand, Pepsi, with two more years in india, has been able

to set an image of a winner in India and has been able to get the pulse of

the India soft drink market. The soft drink giants are leaving on stone

unturned and her for the long terms.

Coca-cola has been penetrating the market through its wide product range

with a determination to change consumption pattern

of soft drink in India. Firstly, they upgraded the whole industry by

introduction 300 ml bottles, which in turn had given the industry a

booming growth of 20% as compared to the earlier 5%. They want to

develop a coca culture here and are working on a strategy to offer soft


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drink in every possible package. In coca-cola camp, the idea of

competition has not come from Pepsi, but from the other beverages such

as tea, coffee, nimbu pani, water etc. Pepsi is quite aggressive in its

approach to Indian consumer. They are desperately working on the

strategy to be winners in the hot cola war between two big barons.

According to Pepsi philosophy, its the madness that encourages

executive to think, to conjure up those creative tactics to knock the fizz

out their competition. Pepsi had plumbed a large on the visibility of its

blue red and white logo. They have been going with aggressive marketing

by putting Amir Khan, Akshay Kumar and their advertisement to

endorse their brand, the role models for its targeted consumer the

teenagers. They have increased the fizz in the market place by

introducing the dispensers called fountain Pepsi and has been enjoying a

lead over its rival there.

Coca-cola on the other hand, has been working on the saying slow and

steady wins the races side by retailing to every more of its competitor.

They have procured the shield of thumps up with a handsome market

share in Indian soft drink market.


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Countering Pepsis international commercial that used two chimpanzees

to cock a snoop at coke, thumps up come with the ad line, dont be

Bandar, and taste the thunder. Also thumps up has been positioned now

very near to that young image of Pepsi and giving it a though time.

These cool merchants have put everything on fire. It coke got the status of

the official drink of wills. World cup, Pepsi blushed as nothing official

about it. As thumps up projected as saaree jahan se achcha Pepsi was

passionate enough with freedom to be and now the yeh dil mange

more when thumps up came with thunder blast, the other offered Pepsi

stuff card. If red is meant for coke, Pepsi has chosen to be blue.


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COKES MARKETING STRATEGIES

Coke decides on its marketing strategies at a national level and lends

them a local flavor. For example, while festival mood plays a strong role

in marketing, it is activated for Durga Puja in Calcutta, Dandiya in

Gujarat, etc., Coke has its focus on the youth market in India.

As a first step toward catching the attention of the youth, coke signed on

cricket heroes Saurav Ganguly and Javagal Srinath. It slowly started

talking about youth passions like cricket, films, festivals and food. Soon

the advertisements started giving the message, Eat Cricket, Sleep

Cricket, Drinkonly Coca-Cola And now it has started modifying film

hits to frame catch lines that appeal to the youth. This particular strategy

has worked well for coke.

Coke is focused on distribution to ensure that its products are within

customers reach. And it saves its focus has begun to pay it dividends. As

per mid-1998 figures coke is selling as many bottles in the hinterland of

Punjab as it does the four metros.


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THE FUTURE OF COCA COLA

While doing business overseas offers coke wonderful growth

opportunities it also has its own disadvantages. The economic slowdown

in various overseas markets and the strong dollar had their impact on

coca-cola revenues and bottom line in 1998. But the company optimistic

about the future.

M Douglas Investor, the Chief Executive Officer of the Coca-Cola

Company says, This past year 1998 has been a challenging period for

the Coca-Cola Company as economic environment became more

uncertain in the later part of 1998, we strongly believe that our

fundamental opportunities for long term growth have not changed.

As long as maximization of share holder wealth remain Cokes focus for

its future is assured Goizueta had stated and proven to the world that

focus on shareholder wealth does more good to the company than focus

on revenues and it is not that coke does not enjoy volumes for it is

worlds No.1 soft drink manufacture. It is not content with this title and is

aiming at higher volumes year after year. Surely coke will continue to

grow. Point on Roberto had reduced the company basically to its

trademark and the returns are so astronomical as to be off the boards. It

just absolutely added a jet engine to their performance.


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COCA COLA GLOBALIZATION STRATEGIES

The coca-cola company is global player and approximately 70 % of its

volume and 80 % of its profit come from outside the United States of

America. Although it was perceived as a standardized brand across the

world, coca-cola had been quietly fine turning its international marketing

strategies to suit the needs of individual national markets. Only the brand

coca-cola, sprite and fanta were marketed globally. In Latin America and

Europe, where a heavy consumer preference existed for lemon lime and

orange sodas. Coke had developed a wide range of formulations and

flavors to cater the needs of different countries. In ei salvador and

venezuela, a version of fanta called fanta kolita a cream soda type of

drink became extremely popular. Similarly, in indonesia coke had been

selling pineapple and banana limca, maaza and thumps up in 1993.


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A 100 YEARS OF THE CURVY GLASS BOTTLEOF COCA COLA

Coca-Cola Company marks a mile stone on Wednesday, 24th March 1899

Chattanooga; Tenn. where its first bottling plant was started 100 year ago

by two men struck one of the most lucrative business deals in US history.

Joseph whitehead and benjamin thomas offered coca-cola company

owner asia candler a dollar for the right to bottle soft drinks in 1899.

Today 1 billion soft drinks are sold each day in more than 200 countries

around the world.

Candler had purchase what would become the cola company for $2,300

eight years earlier from john pemberton, an atlanta phamacist who

astonished the world.

Candler though the bottling venture would never succeed, but he signed

the contract with white head and thomas any way, and the rest is

history, bob lovell, vice president of marketing for coca-cola bottling

company. United inc., said in telephone interview from chattanooga.

Lovell said thomas had seen cuban fields hand drinking pina fria a

pineapple beverages, from bottles while he was

Stationed in Cuba during Spanish American war. When he returned to

Chattanooga, he decided to pitch the idea of bottle soft drinks to coke,

which was then sold only as a fountain beverage.


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it occurred to him that coca-cola in bottles would be very popular,

Lovell said, Mr. Candler did not see any future in it because the

containers were not sound, but thats how it all came about. Thomas and

whitehead promised to pay one dollar for the right to bottle coca-cola, but

legend has it that no money changed hands.


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PROMOTION : THE COCA-COLA WAY

Goal for the 90s

TO PLACE COCA-COLA WITHIN AN ARMS REACH OF DESIRE.

Consumer activity clusters:-

Grocery shopping Other shopping & services Eating and drinking Entertainment / Recreation / Leisure Travel / Transportation / Hospitality Educational At Work

The 3As:-The strategy for reaching in creasing numbers of consumers in India is

based on the belief that consumers will buy our products it they are

Available, Affordable and Acceptable.

Strategies for the 3As

Focus on the consumer and customer. To provide quality customer services, and caring about the quality of

performance in respective jobs.

Caring enough about what we do, to it the best we know how.

The 3As is Coca-Cola underlying strategy for meeting its goal to reach

increasing numbers of consumers. How does coke position its limited

resources to help meet its good? Let us explore the specific ways in

which the Coca-Cola system addresses each of the 3As:-


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DISTRIBUTION IN THE COCA-COLA SYSTEM

Getting Products to Market

One of the values of the coca-cola system is presence that coca-cola

should exist everywhere. In the words of former CEO-India operations

Richard Nicholas, Our goal is to have coke available within an

arms reached of desire. To fulfill this goal, coca-cola not only

produces products, but also has an effective system to distribute them all

over India.

Distribution

Distribution sales + delivery + merchandising + local account

management.

Distribution of Cokes products includes the activities of sales, delivery

merchandizing and local accounts management. These are two major

types of distribution systems:-

(i) Direct and IndirectIn direct distribution, the bottler partner direct control over the

activities of sales, delivery, merchandizing and local account

management.

In indirect distribution, an organization which is not a part of the

coca-cola system has control of one or more of the distribution

elements (sales, merchandizing and local accounts managements).


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With direct distribution there are two types of sales:-

Advanced sales and conventional sales.

In conventional sales, all the distribution activities (Sales, Delivery,

Merchandizing and Local Accounts Management) are performed by thesame persons.

In advanced sales, sales and delivery are performed by different people

within the coca-cola system.

Difference between a customer and a consumer.

a consumer is some one who drinks coca-cola products. A customer is a business location which sells or serves coca-cola

products to consumers.

Merchandizing

One the products are delivered to the customers they are promoted at the

point-of-purchase to maximize the companys sales opportunities,

merchandizing involves looking at the presentation of the products

through the eyes of the consumers. It is an on-going process that help the

company present its products properly to the consumers in the market

place for instance, is the display attractive? Are the product neatly

organized.

Presenting the products

Coca-cola presents its products for sale in four different ways. They are

as follows:-

Secondary display Coolers Vending machines Post mix / pre mix


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Indias relationship with coca-cola

Just after independence, the maharaja of patiala oversaw his coca-cola

hoarding from his huge, ornate palace, coca-cola export representative

frank harrold, was awed by the maharajas opulent life style. In 1993 aftercoca-cola returned to India after a 16 year absence (George fernandes

threw the company out of the country in 1977 on the pre text that it had

refuse to divalge its formula to indian officials), ceo of the coca-cola

company, robes to boirueta salivated over a virtually untapped market of

840 million people.


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TECHNIQUE INVOLVED IN DEFINING PROBLEMS

OBSERVE THE PROBLEM

Under this investigate by own observation without interview is the

respondent. This also adopted by me by observation data can be

collecting more correct. It is depend upon ability of investigator.

COLLECT THE PROBLEM

After collecting the data I considered that what the problem is for the

company and when company ants to know his weakness.

ANALYSING THE PROBLEM

After collecting the problem I analysis the problem such as how many

problems are general and how many are different from others and how

many problem is considerable and solvable.

TAKE SOLUTION

After analyzing the problem I sow that 90% problem was general and I

found 20% problem personal and I was found 10% problem as Genuine

which is considerable and soluble. General solution solve the journal

problem remaining 10% problems solution we found and then after we

implement the solution.

APPLICATION OF SOLUTION

After founding the solution we apply the solution and satisfy the

customer & consumer.


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GUIDELINES FOR CONSTRUCTINGQUESTIONNAIRE / SCHEDULE

The researcher must pay attention to the following points in constructing

an appropriate and effective questionnaire or a schedule:

(1) The researcher must keep in view the problem he is to study for itprovides the starting point for developing the Questionnaire /

Schedule. He must be clear about the various aspects of his

research problem to be dealt with in the course of his research

project.

(2) Appropriate from of questions depends on the nature ofinformation sought, the sampled respondents and the kind of

analysis intended. The researcher must decide whether to use

closed or open-ended questions. Questions should be simple and

must be constructed with a view to their forming a logical part of a

well thought out tabulation plan. The units of enumeration should

also be defined precisely so that they can ensure accurate and full

information.

(3) Rough draft of the Questionnaire / Schedule be prepared, givingdue thought to the appropriate sequence of putting questions.

Questionnaire or schedules pervasively drafted (if available) may

as well be looked into at this stage.

(4) Researcher must invariably re-examine, and in case of need mayrevise the rough draft for a better one. Technical defects must be

minutely scrutinised and removed.


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MAAZA

YAARI-DOSTI TAAZA MAAZA.

WITH THE REAL FRUIT TASTE KIDS LOVE, PLUS ADDEDCALCIUM, MAAZAS TAGLINE, YAARI-DOSTI TAAZA

MAAZA MEANS FRIENDSHIP MOMENTS WITH FRESH

MAAZA IN HINDI.

MAAZA WAS INTRODUCED IN INDIA IN 1984 AS A NON-CARBONATED MANGO FRUIT DRINK. IT WAS ACQUIRED BY

THE COCA-COLA COMPANY IN 1993 AND IS CURRENTLYAVAILABLE IN THREE FLAVORS, MANGO, PINEAPPLE AND

ORANGE, PLUS ADDED CALCIUM.

MAAZA MANUFACTURING UNIT IS LOCATED INNAJIBABAD WHICH IS DELIVERING IN ALL OVER

WESTERN AND EAST U.P. THROUGH THAT NAJIBABADMANUFACTURING UNIT BECOME MAAZA IS A FIFTH

LARGEST SELLING BRAND OF COCA-COLA. MAAZA HASMANGO FRUIT TEST ITS FLAVOUR INTRODUCING BEFORE

SLIECE PEPSI COPY ITS.


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SPRITE

CLEAR, CRISP, REFRESHING

INTRODUCED IN 1960, SPRITE IS THE WORLDS LEADINGLEMON-LIME FLAVORED SOFT DRINK. SPRITE IS SOLD IN

MORE THAN 190 COUNTRIES AND RANKS AS THE NO. 4SOFT DRINK WORLDWIDE, WITH A STRONG APPEAL TO

YOUNG PEOPLE.

MILLIONS OF PEOPLE ENJOY SPRITE BECAUSE OF ITSCRISP, CLEAN TASTE THAT REALLY QUENCHES YOUR

THIRST. BUT SPRITE ALSO HAS AN HONEST,STRAIGHTFORWARD ATTITUDE ABOUT THINGS THAT

SETS IT APART FROM OTHER SOFT DRINKS. SPRITEENCOURAGES YOU TO BE TRUE TO WHO YOU ARE AND TO

OBEY YOUR THIRST.

ACCORDING TO SURVEY FOR IT HAS FOUND OUT THATSPRITE IS A LEMON-LIME FLAVORED SOFT DRINK. I

ASKED ABOUT SPRITE BRAND THEN I FOUND OUT THATWHEN NOT AVAILABLE LIMCA BRAND OF RETAIL OUTLET

THEN CUSTOMER OR CONSUMER DEMAND TO SPRITE

BRAND THROUGH ALL OVER REGION SURVEY GONE ONSTATEMENT SPRITE IS FOURTH LARGEST SELLING BRAND

OF COCA-COLA IN GHAZIABAD.


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THUMS UP

STRONG COLA TASTE, EXCITING

PERSONALITY

A THUMP UP IS A LEADING CARBONATED SOFT DRINK ANDMOST TRUSTED BRAND IN INDIA. ORIGINALLY

INTRODUCED IN 1977, THUMPS UP WAS ACQUIRED BY THECOCA-COLA COMPANY IN 1993.

THUMS UP IS KNOWN FOR ITS STRONG, FIZZY TASTE AND

CONFIDENT, MATURE AND UNIQUELY MASCULINEATTITUDE. THIS BRAND CLEARLY SEEKS TO SEPARATETHE MEN FROM THE BOYS.

ITS TAG LINE SAYS IT ALL: THUMPS UP, I WANT MYTHUNDER.

THUMPS UP IS A NUMBER ONE LARGEST SELLING BRANDOF COCA-COLA IN GHAZIABAD REGION URBAN AREA

ONLY IN GHAZIABAD RURAL AND SEMI-URBAN AREAS ARESECOND LARGEST SELLING BRAND AFTER PEPSI BECAUSE

THEY ARE AWARE THUMPS UP BRAND THAT WHAT HASEXTRA ENTITY IN THUMPS UP.


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DIET COKE/COCA-COLA LIGHT

DIET COKE WAS BORN IN 1982 AND QUICKLY BECAME THE

NO. 1 SUGAR-FREE DRINK IN DIET-CONSCIOUS AMERICA.

KNOWN AS DIET COKE IN THE U.S., CANADA, AUSTRALIA

AND GREAT BRITAIN, AND AS COCA-COLA LIGHT INOTHER

COUNTRIES, ITS NOW THE NO. 3 SOFT DRINK IN THE

WORLD.

ITS THE DRINK FOR PEOPLE WHO WANT NO CALORIES,

BUT PLENTY OF TASTE. AD CAMPAIGNS AROUND THE

WORLD FOR DIET COKE SHARE A PLAYFUL,

SOPHISTICATED AND SEXY ATTITUDE. VISIT OUR

AUDIO/VIDEO CENTER TO WITNESS HOW THE DIET COKE

NORTH AMERICAN AD CAMPAIGN CELEBRATES THE REAL

AND HUMAN ATTRIBUTES THAT MAKE PEOPLE ALLURING

IN THE EYES OF OTHERS.


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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. CREATED IN ATLANTA,GEORGIA BY DR. JOHN S. PEMBERTON, COCA-COLA WASFIRST OFFERED AS A FOUNTAIN BEVERAGE BY MIXING

COCA-COLA SYRUP WITH CARBONATED WATER.

COCA-COLA WAS REGISTERED AS A TRADEMARK IN 1887AND BY 1895 COCA-COLA WAS BEING SOLD IN EVERY

STATE AND TERRITORY IN THE UNITED STATES. IN 1899,THE COMPANY BEGAN FRANCHISED BOTTLING

OPERATIONS IN THE UNITED STATES.

TODAY, YOU CAN FIND COCA-COLA IN VIRTUALLY EVERYPART OF THE WORLD. THE COCA-COLA COMPANY HAS

NEARLY 400 BEVERAGES IN ITS PORTFOLIO.

TODAY YOU CAN FIND COCA-COLA IN EACH AND EVERYAREA OF GHAZIABAD REGION EARLY BECAUSE COCA-COLA IS A LARGEST NUMBER ONE BRAND AMONG ALLSOFT DRINK BRAND SO ITS KNOWN AS THAT THUNDAMATLAB COCA-COLA THAT IF I WOULD LIKE DRINK

THUNDA ONLY COCA-COLA.


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FANTA

A FAVORITE IN EUROPE SINCE THE 1940S, FANTA WASACQUIRED BY THE COCA-COLA COMPANY IN 1960. FANTA

ORANGE IS THE CORE FLAVOR, REPRESENTING ABOUT

70% OF SALES, BUT OTHER CITRUS AND FRUIT FLAVORSHAVE THEIR OWN SOLID FAN BASE.

CONSUMERS AROUND THE WORLD, PARTICULARLYTEENS, FONDLY ASSOCIATE FANTA WITH HAPPINESS AND

SPECIAL TIMES WITH FRIENDS AND FAMILY. THISPOSITIVE IMAGERY IS DRIVEN BY THE BRANDS FUN,

PLAYFUL PERSONALITY, WHICH GOES HAND IN HANDWITH THE BRIGHT COLOR (PARTICULARLY ORANGE),

BOLD FRUIT TASTE, AND TINGLY CARBONATION.

FANTA SELLS BEST IN BRAZIL, GERMANY, SPAIN, JAPAN,ITALY AND ARGENTINA. FANTA DISTRIBUTION WAS

INCREASED IN THE U.S. IN 2001 WITH THE RETURN OFFOUR FLAVORS: ORANGE, STRAWBERRY, PINEAPPLE AND

GRAPE. ORANGE, THE BIGGEST SELLER, IS NOWAVAILABLE IN MOST OF THE COUNTRY.

DIET COKE

THE EXTENSION OF COCA-COLA NAME BEGAN IN1982 WITH THE INTRODUCTION OF DIET COKE(ALSO CALLED COCA-COLA LIGHT IN SOME


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COUNTRIES). DIET COKE QUICKLY BECAME THENUMBER ONE SELLING LOW-CALORIES SOFTDRINK.

LIMCA

THIS IS THIRST-QUENCHING BEVERAGE FEATURES

A FRESH AND LIGHT LEMON-LIME TASTE ANDLIGHTHEARTED ATTITUTE. THE LIMCA BRANDWAS INTRODUCED IN 1971 AND ACQUIRED BY THECOCA-COLA COMPANY IN 1993.

KINLEY WATER

THIS IS THIRST-QUENCHING BEVERAGE FEATURES

FRESH THE FRESH WATER WITH THE SATURATEDOXYGEN LEVEL.

SUNFILL


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THIS IS THIRST-QUENCHING BEVERAGE FEATURESA FRESH AND LIGHT ORANGE TASTE ANDLIGHTHEARTED ATTITUDE.

VANILA

IT IS AN ICE CREAM IN TASTE.LAUNCHED IN2004.

MMPO

IT IS THE ORAGE JUICE FLAVOUR. IT WASLAUNCHED IN 2008. IN THIS YEAR IT REACHES ITSHIGHEST SALE.


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0

5

1015

20

25

30

35

Price Test Availability Packaging Others

REASON FOR HIGH DEMAND OF

COKE

Interviewing is an art and one learns it by experience. However, the

following points may be kept in view by an interviewer for eliciting thedesired information:

(1) Interviewer must plan in advance and should fully know theproblem under consideration. He must choose a suitable time and

place so that the interviewee may be at ease during the interview

period. For this purpose some knowledge of the daily routine of the

interviewee is essential.

(2) Interviewers approach must be friendly and informal. Initiallyfriendly greetings in accordance with the cultural pattern of the

interviewee should be exchanged and then the purpose of the

interview should be explained.


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(3) All possible effort should be made to establish proper rapport withthe interviewee; people are motivated to communicate when the

atmosphere is favourable.

(4) Interviewer must now that ability to listen with understudyingrespect and curiosity is the gateway to communication, and hence

must act accordingly during the interview. For all this, the

interviews must be intelligent and must be a man with self-restraint

and self discipline.

(5) To the extent possible there should be a free-flowing interview andthe questions must be well phrased in order to have full

cooperation of the interviewee. But the interviewer must control

the course of the interview in accordance with the objective of the

study.

(6) In case of big enquiries, where the task of collating information isto be accomplished by several interviewers, there should be an

interview guide to be observed by all so to ensure reasonable

uniformity in respect of all salient points in the study.


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SALESMEN

Conventional Route Salesmen carries ready stocks in vehicles and sells it to

retailers on his route. Characteristics of conventional routes:

Salesman visits the outlets without a proper PJP Has the responsibility of driving which includes following traffic rules ,

finding place to place to park in congested market places , sell the

products

And collect cash & glass.

Communicates schemes and handles cash himself which given him theopportunity to manipulates with discounts.

Salesman is un-educated, with his primary qualification being a drivinglicense.

Very low vehicles capacity utilization. Companys span of control till distributor SKUs loaded on truck is only an estimate leading to shortage in

brand/packs in the market.


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WHAT IS PRE-SELL?

Pre-sell A selling technology in which the selling process has two distinct

parts:

Generating order selling the order and delivering the pre-sold order .It

segregates the front-end and back-end process of selling.

Works on a proper beat with a defined PJP. A pre-seller focuses on taking orders in advance after activating the outlet

.Therefore eh has dedicated time for effectively selling schemes and

promotions and

Carrying out his executing an outlet responsibility.

Back-end activities like invoicing, delivering stocks, collecting cash &glass are carried out by others.

Delivery vehicles are loaded as per the orders, leading to very highcapacity utilization & negligible shortage of brand/pack to the retailer.

Company gets control over retailer. Retailer is sure that hes getting the complete discount. Higher Distribution ROI.

WHY PRE-SELL?

Improved execution Reduced manpower through better utilization of MD resources Increased vehicle utilization (90%+) Reduced costs Improved BPPC Control-Focus on profitable packs and right BPPC


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.

PRE-

REQUISITES FOR LAUNCHING PRE-SELL

1. DAS operation is a must.2.EDS/outlet list by current route/salesman to be prepared with RED

outlets marked.

PRINCIPLES1. Pre-Seller can be a current Route salesman or a market

developer.

2. All pre-sellers are hired by HCCB & paid through a 3rd party.3. Pre-seller will be responsible for:

RED outlets = Execution + Volume. Non RED outlets =Volumes

4.Depending on the town/area/locality, pre-seller will be allocatedtwo/three beats each, with a frequency of 3x/2x per outlet.

5. Will cover 30 outlets in one beat using Beat Planning Format6. Pre-billed orders leave the depot/distributor go down.7. Pre-sell to work on specific geography rather than specific outlets.

IMPLEMENTING PRE-SELL METHODOLOGY

RE-Organizing the routes

1. List all outlets. The listing will provide all the necessaryinformation.

2. Identify outlets that should be on Pre-sell beats & formgeographical clusters.

3. Convert these clusters into Pre-sell beats , using the beatplanning format


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4. Prepare walking order Route Plan for Pre-sellers for thebeats assigned to him.

5. And Remember to ensure: One Pre-sell beat should have 30-35 outlets. Check available time through the beat planning

format.

ASSIGNING MANPOWER

For Pre-sell we need the following:

1. Pre-Seller for generating the order and market execution. There will be only one cader called PRE-

SSELLER which is either salesman or MD

converted to this role .

2. Drivers (delivery salesman) & helpers for supplying orders.3. MDs for executing RED outlets on conventional routes.4. For DSD one person at depot to take orders from Pre-sellers

and billing.


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BUILDING BACK-END SUPPORT

1. DELIEVERY PROCESS 1 cluster of 3-4 pre-sellers. Volume & no. of outlets for every cluster will be

derived.

2. VEHICLES Collect and analyses data related to vehicles

utilization over a period of 6-8 months after Pre-sell

is launched.

Re-align the fleets as per the analysis.

TRAINING OF PRE-SELLERS

Training for MD, Pre-sellers must cover how to takeorder, and suggestive selling after executing the outlet.

Training for salesman Pre-sellers must include how toexecute an outlet before taking orders through

suggestive selling.

Training will be first organized for MD converted Pre-sellers. The Salesman converted Pre-sellers will be

trained later on.

PHASING OUT THE ROUTES/DISTRIBUTORS FOR

LAUNCH

Communicating about Pre-sell in the RIGHT. Do not encourage Pre-sellers to initiate talk about Pre-

sell with retailers because they not be able to handle

queries well.

STLs/S.Trainers / ASMs / ACDM MUST accompanyPre-sellers during the launch.


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This should be the way forward for at least allimportant markets / retailers to reduce chances of

resistance from the trade.

Plan the phasing as per the number of STLs / trainersyou have.

MEASURING PRE-SELLERS PERFORMANCE

Performance to be measured on following parameters:

RED scores of a pre-sellers, Pre-pre-sell & Post-pre-sell.

This needs to be checked to ensure that in course ofpursuing volume targets; market execution is not left

out which is very important key to our business.

Volume achievements & growths vs. targets. Productivity.No. of bills cut in a week vs. potential

Formula-Actual bills cut per week/ (No. of retailers X3)


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CAUTION

1. There might be cases where in some retailers returnstock due to various reasons :-

Does not have money. Father gave the order but son present at shop

during delivery of stocks.

Estimated the order wrongly now wants tochange the stock.

But the world of caution is thatplease dont moveback to conventional route

2. Make deliveries through clubbed orders and do notallocate a vehicle for every MD. Even if that is done in

the beginning, swap the salesman.

VISION

The long term vision of Coca-Cola in India is toprovide exceptional strategic lead to the Coca-

Cola in India.

Through Coca-Cola system resulting inconsumer & customer preference and loyalty

through Coca-cola is commitment to them and

in a highly profitable Coca-Cola Corporate

branded beverage system.


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MISSION

The mission of Coca-Cola in India is:

Increase in shareholders value over time. To achieve the above by working with business

partners to deliver satisfaction and value to

customers through world wide system of

superior brand and services thus increasing

the brand equity.

To achieve the mission the company seeks thecontribution from each of the given areas:-

1. People working in the company.2. Commitment of the company.3. Goals & objectives of the company.4. Environmental polices.5. Internal control.


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COCA-COLA BEVERAGE PVT. LTD

In the network of the Coca-Cola system, Coca-Cola has either of the two bottlingoperation done for the company.

1. COBO (Company Owned & Operated BottlingOperation).

2. FOBO (Franchise Owned & Operated BottlingOperation).

After 1993, when Coca-Cola re-enters India market, done a lot of changes inexisting system of soft drink market prevailing in India, by acquiring the majorbrands and the bottling operations from Parle. After this company founded someof its own bottling operation in India.

In year 1997, company did a major investment of $700 million in India bypurchasing other bottling operations, all around India and introduces newtechnology in them. These bottling plants are called Company Owned andOperation Bottling Operation. Company has full ownership and operationalright for these types of operations. The other type of bottling operation for thecompany are called Franchise Owned and Operated Bottling Operation, to these,the company has given the right to produce the product for the company and tosupply with the territory assigned by the company. Company has no ownershipor operational right/ control over these.

In India Company have 26 COBO and 14 FOBO operations for the productionand control of the whole operation in India. These are divided in to various zonesthat are given in the marketing mix section of this report.

Hindustan Coca-Cola Beverage Pvt. Ltd. First established plant is Hathras inIndia, second largest plant is Dasna, and the largest one is in Bangalore. Hathrasplant has 3 RGB filling lines. The RGB line operating at mechanical efficiency of

90 % . Company doesnt have the facility for filling Maaza (RGB and TetraPack) a Mango flavour drink of Coca-Cola, pet bottling, water plant.


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RESEARCHMETHODOLOGY

TECHNIQUES FOR SALES PROMOTION

1) Product availability2) 100% rich3) Good relation4) Warm display5) Cold display6) Proper singer7) Rich at one time8) Fulfill your commitment

1) Product availabilityIt means all the flavors of coca cola should be available at one time. By which

customer can able to give any flavors to the consumer and can give the

satisfaction.

2) 100% rich - it means. Company top management always should alwaysworry about the quality of all the brands. If any organization wants to service

in the market and wants to better image then quality play a very integral role

so for sales promotion quality should by 100% good.

3) Good relation companys executive, sales man should make good relationfrom dealer, whole seller and retailer. There is only 20% brand loyal person.

Remaining 80% impulse selling is going on. It means in India in cold drinks

line which ever brand consumer see first of all that brand will demanded by


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user. The selling is high that particular brand. So i want to say that if. The

executive relations will goods from dealer, whole seller retailer. Then he will

arrange coke brands on front of shop by which coke selling will improve.

4) Worm display

5) Cold display6) Proper shin age - proper shin age also play a key roll in more selling.7) Fulfill our commitment if executive promise to the customer of any type.

Then executive shovel fulfill his promise, such as. Executive say that to the

retailer if you will sell 1000 carrot in this month then i will give you a coke

fridge. If retailer has sold out 1000 carrot in the a month then executive

should fulfill is commitment. By this manner selling will also improve.


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USE OF RESEARCH METHODOLOGY

Without using research methodology to find new fact and knowledge is

not possible.

First of all question is arises what is research -

Research as a scientific and systematic search for pertinent information

on a specific topic. In fact research is an art of scientific investigation

OBJECTIVE OF RESEARCH

The main aim of research is to final out the truth which is hidden and

which has not been discounted as yet. The purpose of research is to

discover answers to questions through the application of scientific

procedures of collecting the data.


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TECHNIQUE INVOLVED IN DEFINING PROBLEM

1)

Observation the problem2) Collect the Problem3) Analyzing the Problem4) Take Solution5) Application the Problem6) Solving the Problem

OBSERVE THE PROBLEMUnder this investigate by own observation without interview is the

respondent. This also adopted by me by observation data can be collectmore correct. It is depend upon ability of investigator.

COLLECT THE PROBLEMAfter collecting the data I considered that what is the problem for the

company and when company wants to know his weakness.

ANALYSING THE PROBLEMAfter collecting the problem I analysis the problem such as how many

problems are general and how many are different from others and how

many problem is considerable and solvable.


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TAKE SOLUTIONAfter analysing the problem I sow that 90% problem was general and I

found 20% problem personal and I was found 10% problem as Genuine

which is considerable and soluble. General solution solve the journal

problem remaining 10% problems solution we found and then after we

implement the solution.

APPLICATION OF SOLUTIONAfter founding the solution we apply the solution and satisfy the

customer & consumer.


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Coke Pepsi

Cola Cola

(Pepsi)

Coca Cola Thumsup

Orange

(Fanta) Orange

(Mirinda)

Fanta Orange Fanta Green Apple

Fanta Water MalonClear lemon Clear Lemon

(Sprite) (7UP)

Cloudy lemon Cloudy Lemon

(Limca) (Lemon Mirinda)

Fruit Fruit

(Maaza) (Slice)

MAAZA ORANGEPulpy orange Pineapple Soda

Soda (Lehar Evervess)

(Kinley)

Kinley Water Kinley Water(Kinley) Aquafina


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CHANNEL OF DISTRIBUTION

OUT LINE DYGRAM OF DISTRIBUTION CHANNEL OF COCA COLA

Company

Manufacturing goods

Depote

Distributor Company

Vehicle

Retailer Retailer

Consumer Consumer

Area List


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COMPETITIVE MARKET SHARE BETWEEN

KO / PC

Cola

Pepsi = 45%

Coke = 35%

Thumps up = 20%

45%

35%

20%

Pepsi Coke Thumsup


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Orange

Fanta = 75%Mirinda = 25%

Cloudy Lemon

Limca = 80%

Lemon Miranda = 20%

75%

25%

Fanta Mirinda

80%

20%

Limca Lemon Mirinda


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Clear Lemon

Sprit = 75%

7UP = 25%

Mango

Maaza = 80%

Slice = 20%

75%

25%

Sprit 7UP


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80%

20%

Maaza Slice


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Soda

Kinley = 50%

Lehar Evervess = 50%

Can

Coke = 40%

Pepsi = 60%

50%50%

Kinley Lehar Evervess

40%

60%

Coke Pepsi

6


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PET

Coke = 60%

Pepsi = 40%

Kinley Water

Kinley = 80%

Aquafina = 20%

60%

40%

Coke Pepsi

6

80%

20%

Kinley Aquafina

6


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Total Product

Coke = 63%

Pepsi = 37%

63%

37%

Coke Pepsi

6


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SWOT AnalysisSWOT ANALYSIS

STRENGTH

Company product having a good brand name and trade mark. So thatthere is no such problem for convenes the user.

Being a franchise company product trade mark. Thats why its scopeis worldwide.

Coca cola capturing near about 69% market in cold drinks lineremaining 31% captured by its main competitor Pepsi. The reason

behind that good supply and its all flavor like Thumsup, Limca, Fanta,

Maaza and Sprite also asked by the user in Sahibabad Area.

Coca Cola good Brand Image not only in India rather all over theworld. Thats why there is no need of Advertisement.

Company marketing policy is consumer oriented by doing mentionedM.R.P. and manufactured date.

Company having expert management so that company can providesbetter goods & service for the ultimate user.

WEAKNESS

The main weakness of the company is that company is not in positionof provide all flavors to the customer daily or at a one time.


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Customer is not happy from company marketing policy. He wantscompany will start special discount program or increase maximum

retail price.

Most of the retailers problem is that no. company person comes at theshop for listening the problem.

Company top management not declare the scheme before one or twodays. Thats why scheme catalogue not prepared by the lower level

management. In this way retailers are not satisfy for company policy.

Company management is not doing any thing for retailer. Ifmanagement is not provide any relief then he will increase M.R.P.

OPPORTUNITY

Company can increase his product selling by increasing plant capacityand manufacturing capacity.

Being a seasonal selling product provide all the flavor to the customerin hot session very necessary. It is the opportunity for the company.

By providing better goods & services company can increase hismarket share.

In present now the competitors are very less so that company cancompromise its main competitor Pepsi and can take maximum profit.


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THREAT

Company should do something for customer interest. Providingbeneficial scheme and good relation to customer other wise its other

competitor will develop and they will capture its market.

Cold Drinks selling is very much depend on customer or retailer sothat retailer is not happy than sale can be effected in future.

In this time only two or three competitor are existing in the market. Inthe future the competitor can increase. So that company should

prepare some future plan for maintaining its market share.

Some domestic competitor can develop in the market. Companyshould prepare long term future plan for permanently existing in Host

Country.


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RECOMMENDATIONS

Company should prepare future plan for maintain selling in market.Because company competitor can increase and can capture the market.

Company should provide special benefit to the retailer. Other wise hisinterest will go down from cold drinks.

Present time competition is not high in this line because itscompetitor is only Pepsi. So that company can do compromise with

Pepsi and both can increase products M.R.P.

Company should appointed a special representative for listeningretailers problem and solve them. He can also find out some

shortcomings of salesman & others.

In case of cold drinks selling mostly depend on retailer. So that hissatisfaction needed.

Test of all flavor like, Coke, Thumps, Limca, Fanta, Maaza and Spriteshould also good.

Defected goods should be returnable or changeable.

Good execution is a main factor in more selling good executionimproves selling.


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Sales executive & salesman relation and good behavior also provideeffective guidelines in increasing selling.

For more selling company person should fulfill his commitment. In Cold Drinks line brand loyalty found only 20%. So that which will

be visible that will salable.


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BIBLIOGRAPHY

Internet site www.cocacola.com www.pepsico.com

Record of N.M. Soft drinks, Sat Nirnkari Colony, DelhiRecord of luminous marketing.News items of English dailies, published from New Delhi.

The Times of India The Telegraph The Economic Times

Advertisement on coke products.Advertisement on Pepsi product.Consulted Libraries

American Library British Library

Consulted Books Research for marketing Decision by P. Green, D.S.

Tull, G. Albaum

Marketing Management -Phillip Kotler.
http://www.cocacola.com/http://www.pepsi/http://www.pepsi/http://www.cocacola.com/


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QUESTIONNAIRE

QuestionnaireNAME OF THE SHOP.ADDRESSTEL. NO. .

Q1)Which brand do you sell?PEPSI COCA COLA BOTH

Q2)Why are you not selling the Coca Cola or Pepsi product?Q3)How many brands are available in your shop in the RGB and PET Bottles?

(A) In RGBCOCA COLA THUMS UP

SPRITE LIMCA

FANTA MAAZA

(B)In PET

COCA COLA THUMS UP

SPRITE LIMCA

FANTA MAAZA

MMPO NIMBO FRESH

Q4) Which company Visi Cooler are you having?

PEPSI COCA COLA BOTHQ5)Whether the purity of the refrigerator is maintained or not?

YES NOQ6)Which brand is preferred by the customers?

PEPSI BRANDS COCA COLA BRANDS

Q7)Are you satisfied with the distribution network?

YES NO

Q8)Are you aware of the various schemes run by the coca cola?

YES NO

Q9) Which companyadvertisement and sales promotion activities are better?

PEPSI COCA COLA


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Q10)Your daily sales?

1-2 CASE 3-5 CASES

6-10 CASES

More than 10 CASES

Q11)Do you think promotional activities can increase sales?

YES NO

Q12) According to you a company should improve upon?

Distribution Service

Sales Promotion Schemes

Q13)How would you rate Coca Cola?

Excellent Very Good

Average Bad

Very Bad

COMPLAINTS OR SUGGESTIONS.

Thank you very much for your kind cooperation!!!!!!!

comperhenshive study of cocacola_tushar

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