A Project Report ON A STUDY OF CONSUMER PREFERENCE TOWARDS COLD DRINKS AT COCA-COLA BEVERAGE PVT. LTD.

KANPUR

Project G!"#e$ Mr. Pr%&'%(t M. Depo&"te# B)- R%!(%* G!pt% M.B.A. +(# )e%r E(ro,,. No.- -.-/0//-12

ANNAMALAI UNIVERSITY
DIRECTORATE OF DISTANCE EDUCATION ANNAMALAI NAGAR

TABLE OF CONTENTS
Ac*(o3,e#4e5e(t Dec,%r%t"o( Pre6%ce Cert"6"c%te 6ro5 7e%# o6 I(&t"t!te Cert"6"c%te Fro5 co5p%() Section A

Industry and Company profile

EXECUTIVE SUMMARY

COMPANY PROFILE ORGANIZATIONAL STRUCTURE

PRODUCT OF THE COMPANY

COPETATIVE AREA SWOT ANALYSIS OF COMPANY MAR ETING STRATEGY OF THE COMPANY INTRODUCTION OF PRO!ECT
RESEARCH OB!ECTIVE

Section B Re"e#$c% Met%o&o'o()

RESEARCH METHODOLOGY DATA ANALYSIS * FINDINGS LIMITATIONS RECOMMENDATIONS CONCLUSIONS

+UESTIONNAIRE LIST OF RETAILER

ANNEXURE

BIBLIOGRAPHY

ACKNOWLEDGEMENT
I %5 4r%te6!, to Mr. I&r%r A'5%# 8A.S.M9 o6 Coc% Co,% Co5p%() 3'o '%& 4":e( %( opport!("t) 6or 5e to 3or* "( Coc% Co,% Co5p%(). I 3o!,# ,"*e to t'%(* to 5) "(&t"t!te %,&o 3'ere I 4ot %,, t'e *(o3,e#4e %(# &*",,& re;!"re# 6or t'"& re&e%rc' project. I %,&o 3%(t to t'%(* to M%r*et"(4 F%c!,t) Mr. Pr%&'%(t M 3'o too* o!r project &er"o!&,) %(# *ept c'ec* o( t'"& t"5e to t"5e.

W"t'o!t t'e co-oper%t"o( o6 t'e %<o:e per&o( t'"& 3or* Cert%"(,) 3o!,# (ot '%:e <ee( %& 4oo# %& "t "& (o3.

Raunak Gupta

PREFACE

Soft drink includes all types of non alcoholic carbonate flavoured or otherwise sweetened beverages. Soft drinks are mostly packaged in 200 ml, 300 ml, 500 ml, 1000 ml, 1500 ml, and 2000 ml and comes in a variety of flavours. t also comes in glass as well as in plastic bottles.5ince so many changes and transformations are under going ever changing consumer demands, !ovt. "olicies and innovative packaging. #hen industries are much emphasi$ing advertising to increase its sales. %ith the introduction of fruit pulp based soft drinks, packaged in cardboard cartoons known as &#'(()")*+& has been introduced in the market. #he bottled soft drink market has undergone a marginal decreases in demand )fter 1,,- the eminent re.entry of coca.cola in ndian soft drink ndustry it is heading for two giants war to capture the market. t has introduced various sharp and efficient tools say tour packages, pri$es gift other avenues to enhance social status and satisfying personal egos also.

E=ECUTIVE - SUMMARY
This project was undertaken during the summer Training. A great deal of effort has been put in preparing the questionnaire, in order to understand the market better { ha!iabad". O,-ecti.e"/ 0 12 #$tent to which merchandising assets are being used by the retailers in promoting the brands. 32 %arket demand of Coca Cola and Thums&up 'is&(&'is )epsi. 42 %arket demand of *anta 'is&(&'is %irinda&+ 52 %arket demand of ,imca, %ountain dew, -prite and .up 'is&(&'is %irinda&, 62 %arket demand of %aa!a 'is&(&'is -lice. 72 %arket comparison of all the a'ailable brands of the soft drinks in the market. 82 /rands a'ailability of Coca&cola and its brands 'is&(&'is )epsi and its brands.

A BRIEF DESCRIPTION OF THE FINDINGS/

12 E9tent to :%ic% ;e$c%#n&i"in( #""et" #$e ,ein( <"e& ,) t%e $et#i'e$" in =$o;otin( t%e ,$#n&"/ 0 -/ and other display material 0etailer who are ha'ing 1)- /oards 2

like stands, posters etc. were selected. 1isplay material on the retailers shop was gi'en rank between 1> 3 #n& 4 according to their 'isibility. If the 1)- /oards 2 -/ and other display material were found 'isible at first sight then they ha'e been ranked ?1"t?, if they were found 'isible at second sight then they ha'e been ranked ?3n&? otherwise ?4$&?.In the similar fashion ranks were allotted to the refrigerators in the retailers shop. 3hile entering each shop it was taken care that the display materials are properly ranked according to there 'isibility and incase of confusion, opinion of the consumers were taken. Those shops with -/4s were 'isited during the e'ening in order to see there 'isibility. In these cases some glaring facts were found. 5Areas which were looking like monopoly markets of Coc#0Co'# because of its Re&&color during the day had altogether a different look in the e'ening. They turned into )epsi monopoly during the e'ening because of the these brands up to 7889 of their strength. -/6s. 0esearcher ha'e also tried to find out what are the difficulties retailers are facing on using

32 M#$@et &e;#n& oA e#c% oA Coc#0Co'#?" =$o&<ct .i"0B0.i" to t%ei$ co;=etito$ A'#.o<$" in Pe="i?" #$ti''e$)/ 0 *or this, retailers were asked about the market demand of the different brands and they ha'e been asked to rank the brands with respect to their competiti'e fla'ors. In this also some interesting facts came out like no lemon brand e$ists in front of Coca Cola. +ur Li;c#, which we were thinking that it will be competing with Mo<nt#in &e:, actually it is grabbing the Coc#0Co'#?" S=$iteC" market and Pe="iC"> 8<=?" market. In case of Mi$in&# DOE and Coc#0Co'#?" F#nt#, Mi$in&#C" market is going up day by day. In case of mango drinks S'ice e'en after entering the market so late has been able to quickly pick up with M##F#. *rom the day Tet$# S'ice has entered the market it has captured the market of F$ooti. In case of AG<#Ain#, Coc#0Co'#?" in'e) stands nowhere but brands in(Ai"%e$2

which are competing with kit are P#$#", Bi"'e$i> #n&

42 M#$@et co;=#$i"on oA #'' t%e #.#i'#,'e =ic@in(" oA t%e "oAt &$in@" in t%e ;#$@et/ 0 In the market this study is done to find out that on which packing, company should concentrate more. *rom the day company has introduced its 3HH;' packs, Coc#0Co'# is more economical for the lower income grade consumers like 0iksha&pullars and others.

52 B$#n&"I P#c@ #.#i'#,i'it) oA Coc#0co'# #n& it" ,$#n&" .i"0B0.i" Pe="i #n& it" ,$#n&"/ 0 *or this study, retailers were asked that how many bottles they are ha'ing in their fridge and how many of them are of the brand whose fridge they are ha'ing and about the capacity of their fridge. In spite of these findings 0esearcher ha'e worked on some other things like retailers e$pectations from the company. :e tried to find out how the company can increase the sales. In the answer to this some funny recommendations came up 5some consumers recommended that )epsi should change the percentage of the sweetening content of its cola drinks;. -econdly he tried to find out what are the problems they are facing in promoting )epsi.

>?o D"*'t% 7%" Wo B"*t% 7%"@

COMPANY PROFILE
If we Indians recall our memory there was a time when one was asked for a soft drink, the brand that comes and ga'e a knock on our mind was Coca&Cola. Coca&Cola, the word most admired trademark has maintained its special a sense of belongingness to India, which had resulted some sort of its monopoly throughout the Indian soft drink market. It has been said that the internal en'ironment of the industry has been greatly effected from its internal en'ironment. The same thing was also happen with this famous company. 3hen the o'ernment policy were in introduce and forced this %<C6s to go outside from the India market. :ence, it was thrown out of India in the year 7=... A lacuna was created at that time in the country6s soft drinks market. :ow e'er after a gap of 7. years, the Coca&cola has reappeared in the soft drinks market of India, by making itself more strong and confident in this field. In today6s market, the cola6s 5Coke, Thumsup, )epsi, etc.; had a .89 share, ,emon 789 and +range >89. There appears to be a concentrated rush to bag a share in the soft drinks market. 1ue to a manifold increase in the demand of soft drinks large number of company has entered into this competiti'e market scenario. In India two major companies engaged in soft drinks market are )epsi and Coca&Cola. 3hile 0C cola is still a no'ice in the Indian %arket, although it being the world oldest soft drinks manufacturer. )epsi&Cola attacked Coca&cola before 3orld 3ar&II. Coca&Cola dominated the Americans soft drinks industry. )epsi&Cola was a drink costing less to manufacturers and with a less satisfactory taste than coke.

1uring the -econd 3orld 3ar )epsi and Coke, both of them enjoyed a huge sale. After the war the )epsi sales started to fall relati'ely to Coke. The factors which were responsible for the decline in )epsi sales were poor image, poor task force, poor quality control and dull packaging. It was a momentous day when Coca&Cola staged its reliance in India. Coca&Cola was relaunched again in India in -ep. 7==? at :athras near Agra, where the first bottling facility of Coca&Cola in India was switched on. The Indian people welcomed the come back of their most lo'ed cola in the country with great enthusiasm and 'igor. Coca&Cola market its relaunching acquiring @ )arle #$ports ,td. Top -elling products Ai!&Thums up, -prite, ,imca, *anta, %a!!a, B. -oda,Bwater,Coke. In >888, the company opened a new bottling plant at 1asna in Agra distt. *or the supply of ?88 ml /ottle and 7.@ liter /ottles. This plant is more settled equipped than the plant at ha!iabad.

A 1HH YEARS OF THE SURVY GLASS BOTTLE OF COCA0COLA Coca&Cola Company marks a mile stone on 3ednesday, >Cth %arch 7D== ChattanoogaE Tenn where its first bottling plant was started 788 year ago by two men struck one of the most lucrati'e business deals in F- history. Goseph 3hitehead and /enjamin Thomas offered Coca&Cola Company owner Asia Candler a dollar for the right to bottle soft drinks in 7D==. Today I billion soft drinks are sold each day in more than >88 countries around the world. Candler had purchase what would become the Cola Company for H>,?88 eight years earlier from Gohn )emberton, an Atlanta )hamacist who astonished the world. Candler thought the bottling Aenture would ne'er succeed, but he signed the contract with 3hite :ead And Thomas and way, Iand the rest is historyI, /ob ,o'ell, 'ice president of marketing for Coca&Cola bottling company, Fnited Inc., said in telephone inter'iew from Chattanooga. ,o'ell said Thomas had seen Cuban *ields hand drinking )ina *ria a )ineapple be'erages, from bottles while he was stationed in Cuba during -panish American 3ar. 3hen he returned to Chattanooga, he decided to pitch the idea of bottle soft drinks to coke, which was then sold only as a fountain be'erage.
& t occurred to him that *oca.*ola in bottles would be very popular&, /ovell said, &0r. *andler did not see any future in it because the containers were not sound, but that1s how it all came about. &#homas and %hitehead promised to pay one dollar for the right to bottle *oca.*ola, but legend has it that no money changed hands.

THE IMAGE The image is communicated all around the world in ad'ertisement on media such as newspaper, maga!ines, radio and tele'isions. The list goes on.... :owe'er, image is much than just ad'ertising e'ery person working within the coca&cola system is part of the image whether one is in'ol'ed in creating its ad'ertising, making it6s quality products, or selling, merchandi!ing and distributing its be'erage their hard work and attitude will say something to the people about its product. COCA0COLA SYSTEM FLOW CHART Raw Material

Coca-Cola Company Bottler

Customer

Consumer

COCA COLA/ THE STORY BEHIND

Coca&Cola was formulated in 7DDJ by 1r. Gohn )emberton, a )harmacist in Atlanta, eorgia. The drink was sold ad refreshing eli$ir at the fountain counter of Gacob6s )harmacy of which 1r. Gohn )emberton was part owner, unaware that the pharmacist had gi'en birth to a caramel colored syrup which is now the chief ingredient of the worlds fa'orite drink. Today the white&on&red flow of Coca&Cola is familiar sight in more then 7=@ countries. The syrup combines with the carbonate water to fuel a H 7J.> billion corporation that has captured a CJ9 -lice of the global soft drinks market. The company estimates that the drink is ser'ed more than ..? million times e'ery day and if all Coke e'er produced were filed in standard bottles and placed end to end it would wrap around the equator >7, 7J7 times. The story of Coca&Cola is a story of a drink and its charm with the consumer. The of ecstasy and again that the drink has caused to those dedicated to its growth )emberton first managed to sell and a'erage of = drinks per day, though a shop called Gacob6s pharmacy, in 7D=7, Candler bought Coca&cola company with four companies he formed the coca&cola company with the initial stock of H788,888. Coca&Cola was registered at the F- patent office in 7D=?, and began selling at soda fountains for @ cents a glass of therapeutic refreshment 7D=C, I got into bottles, courtesy a candy merchant Goseph /oedenharn of %ississippi. *i'e years laterE the drink was being bottled on a regular basis under a region wise franchising systemE and its first competitor )epsi cola, Coca& Cola6s first bottling plant opened in Chatanooga, Tennessee followed by another in Atlanta in 7=88. The unique taste of cola was an outstanding

success. +'er the ne$t two decade the number of plants crossed 7888. In a bit to difference the prodect, the company adopted J.@ ounce, pale green countor bottle designed by the root glass company of Terri :aute, Indiana. Today it is an intrinsic part of the brand. The company broadened its hori!ons when 0obert 3oodruff the son of a banker who acquired to Company for H>@ million in 7=7=, assumed charge in 7=>?. :e began by ungrading bottling operations, brought in inno'ations like a si$&bottle carry home carton, and gear up ad'ertising support. It was under 3ood 0uff that the brand. Bnown affectionately as coke by now associated it self with sporti'e e'ents. /y the early 7=C86s the brand was selling as the Ireal thingI to set it self apart from Ime toI cola6s. As a time went by the company brought out some new aerated drinks. The first one I*antaI appeared in the sel'es in 7=J8. Its birth was an accident, the company6s erman name is an attempt to

produce Coca&Cola without some key ingredients, turned out into an orange fla'ored drink instead. its strategists who feared the dependence on just one put a cap on growth welcomed it. 3hile *anta was being rolled out the company bought minute made cosrp. 3hich in 7=J. was combined with 1uncan foods to pa'e way for the Coca&Cola foods. -e'eral be'erages followed the most notable being 6sprite6, a lemon drink de'eloped in the late 7=@8 and formally launched in 7=J7. Coca&Cola had di'ersified the company into businesses and it e'en had a steam generator and boiDler making di'ision. 0obert C oi!ueta, Cuban born >. years 'eteran took o'er as the Coca&Cola unlike )epsi company depended on a single brand. The best insurance policy that he

figured was to let coke e'ol'e to the summer slacking it with 'ariants, e'en rein'enting if needed. In 7=D>, the company launched what is now considered among the world6s most successful brand e$tensions 61iet Coke6, under the leadership of -ergio Kyman, the head of us marketing. The idea was to retain the loyalty for the health conscious drinker who lo'ed the taste but hated the calories. After this it came out with cafeeine free 'ersions of its main drinks. yet in the F- the company kept losing ground to )epsi. !yman, a former )epsi marketer argued that the correct strategy was to replace =D year old with better tasting cola, label it as I<ew CokeI and blare the news which is e$actly what the company did more a decode age in 7=D@. /ut when placed on the shel'es it did not budge. +n wide spread protest it was recalled after .= days. The company has about 788 brands in its portfolio but coke, *anta and sprite account for most of its sales. In 7==C, the real thing6s coke sold o'er @>.@ billion liters. *or the taste of it diet coke along with Coca&Cola light sold D.@ billion liters, which makes it the world6s two top non cola drinks sold o'er J.@ billion liters each. 3hich sprite aimed at the independent youngster two does not care what as others drink 5the as line Iobey you6re a thrustI;. In 7==?, Coca&Cola reentered India after a 7J years ling e$ile, four years )epsi made its debut India. 3hile Coke plays on brand nostalgia. )epsi address the young crowd, which unlike a in America is a dominate ort if the population here.

THE COCA 0 COLA COMPANY

The Coca & Cola Company is the world6s largest be'erage company. Along with Coca & Cola, recogni!ed as the world6s best & known brand, The Coca & Cola Company markets four of the world6s top fi'e soft drink brands, including diet Coke, *anta and -prite, and a wide range of other be'erages, including diet and light soft drinks, waters, juices and juice drinks, teas, coffees and sports drinks. Though the world6s largest distribution system, consumers in more than >88 countries enjoy The Coca & Cola Company6s products at a rate e$ceeding 7 billion ser'ings each day. *or more information about the Coca & Cola Company, please 'isit our website at httpL 22 www.coca& cola.com2.

Fo$:#$& 0 Loo@in( St#te;ent"

This press release may contain statements, estimates or projections that constitute Iforward & looking statementsI as defined under F.-. federal securities laws. enerally, the words Ibelie'e,I Ie$pect,I Iintend,I Iestimate,I Ianticipate,I I)roject,I IwillI and similar e$pressions identify forward & looking statements, which generally are not historical in nature. *orward & looking statements are subject to certain risks and uncertainties that could cause actual results to differ materially from The Coca & Cola Company6s historical e$perience and our present e$pectations or projections. These risks include, but are not limited to, changes in economic and political conditions, changes in the non & alcoholic be'erages business en'ironment, including actions of competitors and changes in consumer preferencesE product boycottsE foreign currency and interest rate fluctuationsE ad'erse weather conditionsE the effecti'eness of our ad'ertising and marketing programsE

fluctuations in the cost and a'ailability of raw materialsE our ability to achie'e earnings forecastsE regulatory and legal changesE our ability to penetrate de'eloping and emerging marketsE litigation uncertaintiesE and other risks discussed in our Company6s filings with the -ecurities and #$change Commission 5the I-#CI;, including our Annual 0eport on *orm 78&B, which filings are a'ailable from the -#C. Mou should not place undue reliance on forward & looking statements, which speak only as of the date they are made. The Coca Cola Company undertakes on obligation to publicly update or re'ise any forward & looking statements.

ORGANIZATIONAL STRUCTURE

CHAIRMAN

PRESIDENT

VICE PRESIDENT

R!M

A!M

ISM

" M.

SM

PM

HRM

M#E

ASM

SE

SE

SE

SE

W%e$e> R2G2M2 A2G2M2 I2SM2 F2M2 S2M2 P2M2 H2R2M2 A2S2M2 M2O2E2 C2D2E2 S2E2 / / / / / / / / / / / 0egional Area eneral %anager

eneral %anager

Information -ystem %anager *inance %anager -ales %anager )roduction %anager :uman 0esource %anager Area -ales %anager %arketing +peration #$ecuti'e Cold 1rink #$ecuti'e -ales #$ecuti'e

PRODUCT PROFILE OF Coc#0Co'#

The product range of the coke has listed brandsL Coke L >88ml, ?88ml, ??8ml, @88ml, 7lt, 7.@lt, >lt Thumps F)L >88ml, ?88ml, ??8ml, @88ml, 7lt, 7.@lt, >lt. ,imcaL >88ml, ?88ml, ??8ml, @88ml, 7lt, 7.@lt, >lt. *antaL >88ml, ?88ml, ??8ml, @88ml, 7lt, 7.@lt, >lt. -priteL ?88ml, ??8ml, @88ml, 7lt, 7.@lt, >lt. %a!!aL >@8 ml, Tetra )ack 1iet CokeL ??8ml, 7.@ lt, >lt. Bn. -odaL ?88ml, @88ml, Bn. 3aterL @88ml, 7lt, >lt,

So;e A#ct" A,o<t Coc# Co'# P.t Lt&

:ead office Corporate office

Atlanta 5F.-.A; #nkay Towers, Fdyog 'iharA, urgaon,:aryana

Chief #$ecuti'e officer Total In'estment +wned /ottling )lants <o. of *ranchisees <o. of #mployees

Ale$ 'on /ehr 0s.?>88 Crore ?@ 7J J888

THE FUTURE OF COCA0COLA

3hile

dong

business

o'erseas

offers

Coke

wonderful

growth

opportunities it also has its own disad'antages. The economic slowdown in 'arious o'erseas markets and the strong dollar had their impact on Coca&Cola re'enues and bottom line in 7===. /ut the company optimistic about the future. %c&1ouglas In'estor, The Chief #$ecuti'e +fficer of the Coca&Cola Company says, IThis past year 7=== has been a challenging period for the Coca&Cola Company as economic en'ironment became more uncertain in the later part of 7===, we strongly belie'e that our fundamental opportunities for long term growth ha'e not changedI. As long as ma$imi!ation of share holder wealth remain coke6s focus for its futureC is assured oi!ueta had stated and pro'en to the world that focus on shareholder wealth does more good to the company than focus on re'enues and it is not hat coke does not enjoy 'olumes for it is world6s <o. 7 soft drink manufacture. It is not content with this title and is aiming at higher 'olumes year after year. -urely coke will continue to grow. )oint on 0oberto 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.

CO E?S BOTTLING STRATEGIES

In the soft drink business the bottlers are responsible significant e$tent for ensuring the a'ailability of the products. /ottlers are supplied with concentrate to which they add aerated water and bother ingredients before packing and sealing either cans or bottles. /ottlers play a strategic role in the success of soft drinks companies and this was not far from oiueta6s mind.

In 7=DJ the company merged some of its company owned bottling operations with two large ownership groups that had been put up for sale. All these bottling acti'ities were combined to from its own subsidiary Coca&Cola #nterprises 5CC#; to handle bottling operations. The Coca&Cola Company took C= percent equity stake in Coca&Cola #nterprises enabling it to retain its own balance sheet.

MAR ET PLACE

%ore than a billion times e'eryday, thirsty people around the world reach for Coca&Cola products for refreshment. They deser'e the highest quality&e'ery time. +ur promise to deli'er that quality is the most important promise we make. And it in'ol'es a worldwide, yet distincti'ely local, network of bottling partners, suppliers, distributors and retailers whose success is paramount to our own. +ur in'estment in local communities in o'er >88 countries totals billions of dollars in jobs, facilities, marketing, the purchase of local goods and ser'ices, ands local business partnerships, always and e'erywhere, we pursue continuous inno'ation in the products we offer, the processes we use to make them, the packages we de'elop and the ways we bring them to market.

COMPETITOR
The biggest and perhaps the only serious for the coca&cola worldwide has an already been )epsi. In India, as per as the Cola segment is concerned the with the biggest competition to coke comes from its brands of )epsi 'i!. )epsi and %irinda. Thums&up, which was the leading brand of )arley product, was acquired by Coca&Cola just o'er a year ago to bolster its market share in India. Today, Thums&up along with coke, the leading brand of the Coca&Cola Company, other still competition to )epsi, which despite this stiff competition is still by far the single most popular Cola drink in India 3ith both the companies being backed fully by the parent concerns based in the united state, the fight to become the dominant player in the huge Indian -oft drink market continues unabated. Aggressi'e ad campaign6s, sale&promotion, schemes for retailers are just some of the strategies being adopted by the two companies to outwit each other and grab and large share of the market. In the Cola segment, which occupies by far the largest chunk of the soft drink market in India, the market share of Coke is J89while the market share of Thums&up is ?>.7J9. The market share of Coke in this Cola -egment is >..DC9. The remaining market share is occupied by the other brands, which constitute about 7C9 of the Cola market share. -o Coca&Cola with its two brand clubbed together i.e. Thums&up N Coke occupies a combined market share of J89 5?>.7J9 N >..DC9;

which is just higher than the market share occupied by )epsi on the all India basis.

The market share for the Cola segment of different in India is gi'en in raph belowL The fight between the 0s. 7,888 Crore )epsi co. India. )epsi and Coca&Cola India, The fully owned subsidiary of the H 7D.@@ /illion Atlanta based IThe Coca&Cola6 company to become India6s <o. 7 player seems likely to continue unabated o'er the ne$t four yearsI.

PEPSI PROFILE
)epsi Co. Inc. was founded in the year 7=J@. %ajor products of the new company are )epsi Cola. 1iet )epsi and %ountain 1ew. )epsi entered the Indian market in 7==> and now is the market leader with a market share of >J.@ percent in the cola segment. )epsi is in between the two of it6s closet competitors as far as marketing strategies are concerned. )epsi is an international drink with Indian imagery in it6s communication Traditional focus of )epsi has been on the early teenager with a gender skew more to the female. )epsi is by far the more aggressi'e player in the market. 3ith in your face ad'ertising continuous e'ent marketing targeting the new generation and eye catching merchandising. It6s got its selling strategy well mapped out. The company has always been inno'ating it6s ad campaigns which has helped the company to get top of the mind recall. *rom IThe choice of the new generationI to the I*reedomI campaign the company has been able to Indianise the brand. 3ith the help of promotional schemes )epsi has managed to keep the brand ali'e and has not let it become old. 1uring 7==@ the total ad spent by the company was 0s. J.=D crore only on tele'ision )epsi has set aside 0s. D crore for its ad'ertising programme in the run up to and during the cricket world cup.
Pe="i B$#n& N#;e
pepsi pepsi 1iet mirinda mirinda lime . up -lice

pepsi pepsi 1iet mirinda lime -lice mirinda . up

Product lines of Coke& Pepsi are as follows:-

FLAVOUR *ola

COKE BRAND *oca.*ola #hums.up *oke diet

PEPSI BRAND "epsi "epsi diet

2range

3anta

0irinda

*loudy /emon

/imca

0irinda lime

*lear lime

Sprite

4up

0ango

0aa$a

Slice

COMPETITIVE AREA
The soft drink market all o'er the world has been witnessing a neck to neck battle between the two major players, Coca&Cola and )epsi since the 'ery beginning. The thirst quenchers are trying hard to ha'e to major chunk of the pie of carbonated soft drink market. /oth the players are spending their energies in building capacity, infrastructure, promotional acti'ities etc. Coca&cola being 77 years older than )epsi has dominated the scene in most of the soft drink markets in the world and enjoying leadership in terms of market share. /ut the Coca&Cola people are finding it hard to keep away )epsi, which has been narrowing the gaps regularly. The two are posing threats to each other in e'ery nook and corner of the world. 3hile Coca&Cola has been earning most of its bread and butter through be'erage sales, )epsi has a multi products portfolio with some portion from the same business. The two warriors are face to once again here in India with different strategies and tactics to attack the ri'al. Coca&Cola is focusing upon the joint 'entures with the e$isting bottlers 5FOBOE A$#nc%i"e o:ne& ,ott'in( o=e$#tion" to enhance its control on manufacturing and marketing of its products range and attain the quality standards of its class. Countering it )epsi has taken the battle its own hands by floating as in'estment of H =@ billion to set )epsi Company. India holdings, as subsidiary for 5COBOE Co;=#n) o:ne& ,ott'in( o=e$#tion"2 /oth the companies are following different path to reach the same destiny i.e. to fetch the bigger portion of aerated soft drink market. /oth consider India a huge potential market, as per capita consumption here is a mere ? ser'ing annually against the world a'erage of D8. Therefore, they are

putting in their best efforts to woo the Indian consumer who has to work for 7.@ hours to buy a bottle of soft drink. In comparison to the international norms minutes, a major hurdle to cross o'er for both the athletes for getting <o. 7 position comparison tot he inter. Coca&Cola is well set with its @? bottling sites through out the country gi'ing tit an edge o'er competition by processing a well&built bottling and distribution set&up. +n the other hand, )epsi, 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 lea'ing 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. *irstly, they upgraded the whole industry by introduction ?88 ml bottles, which in turn had gi'en the industry a booming growth of >89 as compared to the earlier @9. They want to de'elop a coca culture here and are working on a strategy to offer soft drink in e'ery possible package. In Coca&Cola camp, the idea of competition has not come from )epsi, but from the other be'erages such as tea, coffee, <imbu )ani, water etc. )epsi is quite aggressi'e 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 )epsi philosophy, it6s the madness that encourages e$ecuti'e to think, to conjure up those creati'e tactics to knock the fi!! out their competition. )epsi had plumbed a large on the 'isibility of its blue red and white logo. They ha'e been going with aggressi'e marketing by putting S#c%in Ten&<'@#$> A@"%#) <;#$ and now S%#%$<@% %#n in their ad'ertisement to endorse their brand, the role models for its targeted consumer the teenagers. They ha'e increased the fi!! in the market place by introducing the dispensers called *ountain )epsi and has been enjoying a lead o'er its ri'al there.

Coca&Cola on the other hand, has been working on the saying slow and steady wins the race6s side by retailing to e'ery more of its competitor. They ha'e procured the shield of Thums&Fp with a handsome market share in Indian soft drink market. Countering )epsi6s international commercial that used two chimpan!ees to cock a snoop at coke, Thums&up come with the ad line, Don?t ,e B#n&#$> t#"te t%e T%<n&e$2 Also Thums&Fp has been positioned now 'ery near to that young image of )epsi and gi'ing it a though time. T%e"e coo' ;e$c%#nt" %#.e =<t e.e$)t%in( on Ai$e2 It Co@e (ot t%e "t#t<" oA t%e oAAici#' &$in@ oA :i''"2 Wo$'& C<=> Pe="i ,'<"%e& #" not%in( oAAici#' #,o<t it2 A" T%<;"0U= =$o-ecte& #" 6-aaree Gahan -e Achcha6 Pe="i :#" =#""ion#te eno<(% :it% 6*reedom to be6 #n& no: t%e IMeh 1il %ange %oreI :%en T%<;"0U= c#;e :it% Thunder /last, t%e ot%e$ oAAe$e& 6)epsi -tuff Card6. IA 0ed i" ;e#nt Ao$ coke, )epsi %#" c%o"en to ,e blue.

MAIN COMPETITORS
COCA0COLA VI" PEPSI Total In'estment in India <ew In'estments <umber of #mployee <umber of owned Coc#0Co'# Pe="i 0s. >@8 Crores 0s. @88 Crores 0s. >C88 0s. ?88 Crores Crores 7C8 = @C 7@88 0s. 7>@ Crores <il >C88 77 7@ C888 <il J

bottling

)lants <umber of *ranchisees <umber of *ountain Total In'estment by bottlers <ew )lants )lanned 51ata of >88@&8J ;

+'erall 'olume of Coca&Cola products ha'e increased by C89 whereas the industry growth rate is >89. ,ast year total sale of soft drink Industry in India was appro$imately 7.8 million crates. +ut of these around J89 was of Cola and other C89 was of non&Cola /rands.

-ources of 1ata L& This ,ast Mear data is pro'ided by -ales #$ecuti'e of Company.

MAR ETING MIX

)rof. <eil : /arden defines marketing mi$ as 6the appointment of effort, the combination, the designing and integration of the elements of the marketing into a programme of mi$ which will best achie'e the objecti'e of the enterprise at the gi'e time.I %arketing mi$ is the set of marketing tools that the firm uses to pursue its marketing objecti'e of in the target market. The marketing problems are analy!edL 7. /y utili!ing the important forces emanating from the marketing operation of an enterprise. >. /y adopting producer O for an efficient marketing programme.

ELEMENTS OF MAR ETING MIX

The marketing mi$ denotes a combination of 'arious elements which in their totally constitute affirms marketing system. %cCarthy populari!ed a four factor classification of the se tools called the four )Is, product, price, place promotion.

PRODUCTS

)roduct 'ariety Puality 1esign product /rand name *eature )ackaging -i!e ser'ice 3arranties 0eturns

PRICE

,ist )rice 1iscounts Allowances )ayment period Credit teams

PLACE Channels

Co'erage )lace assessments ,ocations In'entory Transports

PROMOTION

-ales promotion Ad'ertisement -ales *orces )ublic relations 1irect marketing

The particulars marketing 'ariable under each ) are shown belowL 5 P"

5 C"

)0+1FCT )0IC# ),AC# )0+%+TI+<

CF-T+%#0 <##1 A<1 3A<T-

C+-T T+ T:# CF-T+%#0

C+<A#<I#<C# C+%%F<ICATI+<

DISTRIBUTION IN THE COCA0COLA SYSTEM

GETTING PRODUCTS TO MAR ET +ne of the 'alue of the coca&cola system is presence that coca&cola should e$ist e'erywhere. In the words of former C#+&India operations & Ric%#$& Nic%oi'#"> JO<$ (o#' i" to %#.e co@e #.#i'#,'e :it%in #n #$;?" $e#c% oA &e"i$eJ2 To fulfill this gool, coca&cola not only produces products, but also has an effecti'e systems to distribute them all o'er India.

DISTRIBUTION
1istribution -ales N 1eli'ery N %erchandising N ,ocal Account %anagemetn. 1istribution of Coke6s products includes the acti'ities of sales, deli'ery merchandi!ing and local accounts management. These are two major types of distribution systems. DiE Di$ect #n& In&i$ect In direct distribution, the bottler partner direct control o'er the acti'ities of sales, deli'ery, merchandi!ing and local account management. In indirect distribution, an organi!ation which is not a part of the coca&cola system has control of one or more of the distribution elements 5-ales, %erchandi!ing and local accounts managements;.

3ith 1irect distribution there are two types of salesL&

A&.#nce& "#'e" #n& con.ention#' "#'e"2

In con'entional sales, all the distribution acti'ities 5-ales, 1eli'ery, %erchandi!ing and ,ocal Accounts %anagement; are performed by the same persons. In ad'anced sales, sales and deli'ery are performed by different people within the coco&cola system. 1ifference between a C<"to;e$ and a Con"<;e$"2

A consumer is some one who drinks coca&cola products. A customer is a business location which sells or ser'es coca&cola products to consumers.

MERCHANDIZING
+ne the products are deli'ered to the customer6s they are promoted at the point&of&purchase to ma$imi!e the company6s sales opportunities, merchandi!ing in'ol'es 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 attracti'eQ Are the product neatly organi!ed.

PRESENTING THE PRODUCTS

Coca&Cola presents its products for sale in four different ways. They are as followsL

-econdary 1isplay Coolers Aending %achines )ost %i$ 2 )re %i$

INDIA?S RELATIONSHIP WITH COCA0COLA

Gust after independence, the %aharaja of )atiala o'ersaw his coca&Cola& Cola hoarding from his huge, ornate palace, Coca&Cola e$port representati'e *rank :arrold, was awed by the %aharaja6s opulent life style. In 7==? after Coca&Cola returned to India after a 7J years absence 5beorge *ernandes threw the company out of the country in 7=.. on the pre te$t that it had refuse to di'alge its formula to Indian officials;, C#+ of the Coca&Cola Company, 0obesto boirueta I-ali'ated o'er a 'irtually untapped market of DC8 million peopleI.

PROMOTION / THE COCA0COLA WAY

Go#' Ao$ t%e KH?" ITo place coca&cola within an arm6s reach of desire. Con"<;e$ #cti.it) c'<"te$"/

rocery shopping +ther shopping O ser'ices #ating and drinking #ntertainment2 0ecreation. ,eisure Tra'el 2 Transportation2 :ospitality #ducational At 3ork

T%e 4A?"/ 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 A.#i'#,'e> AAAo$&#,'e and Acce=t#,'e2 St$#te(ie" Ao$ t%e 4A?"

*ocus on the consumer and customer, To pro'ide quality customer ser'ices, and caring about the quality of performance in respecti'e jobs. Caring enough about what we do, to it the best we know how.

The ?A6s is Coca&Cola underlying strategy for meeting its goal to reach increasing numbers of consumer6s. :ow does coke position its limited resources to help meet its good. ,et us e$plore the specific ways in which the Coca&Cola system addresses each of the ?A6s.

AVAILABILITY -ome of the way sin which the Coca&Cola Company hopes to increase a'ailability of its product include impro'ed or inno'ati'e packaging, dispensing systems, distributions system, marketing. AFFORDABILITY The ways to address affordability include pricing decisions, as well as resource management. To make its product a'ailable at a price affordable to the consumer. Continually processes more efficient and therefore more cost&effecti'e. ACCEPTABILITY %aking coca&Cola brand products the be'erage choice for any occasion6s depends on a 'ariety of strategies to reach the target audience. The common strategies adopted to effect acceptability were though sponsorships, promotion youth market acti'ities, community programs, and other acti'ates.

SWOT ANALYSIS
STRENGT7S$

*oke *ompany has a good market reputation and a strong distribution network.

*oke is having a multi brand strategy ad is looking for a great volume opportunity in ndia.

*oke is presently no. 1 player in ndian *arbonated soft drinks market.

*oke was born 11 year before "epsi 5in 1,647 ad a century later still maintains that pioneering least.

"epsi and coke both have good brand image.

WEAKNESS$

*oke has less no. of retailers /ess force . it has less no. 8ave owned bottling plant. t has not planned for setting up of any new plants where their competitor has planned to set up several new plants.

OPPORTUNITY$ year. t can take the market very well with the new investment of (s. 2-00 corers. t can give a big ;erk to its ma;or competitor "epsi it can increase its number of fountain to a si$eable amount. ncreasing trend of cold drink of different brands. ) rapidly growing market, which is e9panding : 205 every

T7REATS$

t has a continuous threat from "epsi as well as various other local soft drinks.

*oke has a ma;or market than "epsi between the teenager as well as the student due to advertisement of world cup cricket.

) large amount of e9penses on the advertisement. #here is no proper policy of distributing the merchandising assets of the company to the retailers.

MAR ETING STRATEGIES

1E Coc#0Co'# "#'e" c'<,/ This club is for the retailers. In this approach retailers are gi'en some points once in a month depending upon how they are using the display material pro'ided by the company to them. This material consists of *ridges, 1)- /oards, low -ign /oards, 1isplay /ottles 5@88ml. 7lt. >lt, Commodity )acks, -tands, )osters etc. 1epending upon these points retailers are rewarded by certain gifts from the company. The retailers are participating in these schemes curiously. /ut few of the retailers found furious and angry because they had lost the points because of miscommunication or lack of guidance. Therefore they need some kind of guidance from the company. It would be a better idea that our salesman who are distributing the be'erages to the retailers can be equipped by the appropriate training so that they can guide the retailers about how to use their display material to 7889 of their strength and able to tell about the new schemes con'incingly. 3E Sc%e;e"/ :industan /e'erages India comes out with the schemes on their different products many times in a year. %ost of these schemes are made to benefit the retailers. -ome of the schemes are as followsL 7 bottle of >lt. free with one >lt bottle pack. 7 bottle of 7lt. free with one 7lt bottle pack. > bottles of @88ml free with one @88ml bottle pack. J bottles of Binley free with one pack of Binley.

These schemes keep on changing depending upon the stock. /e'erages companies are gi'ing these schemes despite of acute shortage of soft drink in e'ery segment to meet the competition, to make sure the a'ailability their brands and sometimes to satisfy and benefit the retailers and the end consumers. 4E A&.e$ti"in(/ Through the consumers sur'ey it has been pro'ed that the T.A. commercials and sinages affect the consumer buying beha'iour by appro$imately .89. %ay be only Cococola. is in'esting huge finances in the T.A. commercials and other sinages, big names of Indian film industries and sports hero4s are being proposed to become the brand promoters and brand ambassadors. Amir Bhan, Akshay Bumar, :ritik 0oshan, 0iya -en and more are being offered huge amount for carrying out the promotions. )osters 1)- boards low -ign boards 1ate calendars Cinema hall tickets 0adio commercial 5E P$o;otion t%$o<(% $e"t#<$#nt" #n& cine;# %#'' %o'&in("/ Coca&cola is tying up with different chains of restaurants and fast food centers to promote the Coca&cola and its other brands like ,imca, -prite, %aa!a etc. these restaurants are authori!ed to keep and use the merchandising assets of )epsi. Fsually these kinds of restaurants

and fast food chains are in contract with the )epsi Co., so that they cannot promote any other brand. 6E Me$c%#n&i"in( #""et"/ Coca&Cola also try to promote their brands by pro'iding their retailers and dealers some display items. -ome of such items are as followsL 12 *ridges 32 Coca&Cola2%a!!a stands 42 1isplay bottles
-. )osters

Coca&Cola pro'ide the abo'e things to the retailers to use them in promoting companies brands and products, and pro'ide refrigerators to the retailers in the hope that these retailers only use these assets in promoting the Coca&Cola4s products and they will chill the Coca&Cola4s products so that its products will always be a'ailable to the end consumers. /ut it is not true in most of the cases. 0etailers usually use the merchandising asset of one company in such a way that it benefits another company. -ometime they do it unknowingly, sometimes they do it knowingly and sometimes because of the deficiencies of the company itself. These deficiencies are as followsL & 7. Irregularity of the salesman to the retailers shop. >. -hortage of the different products and different packages. ?. -ometimes because of the rude beha'ior of the salesman. 7E St$en(t%en &i"t$i,<tion net:o$@ #n& =$o;otion" t%$o<(% :o$& oA ;o<t% t%$o<(% "#'e" ;#n/ Fnlike the ri'al brand )epsi, Coca&Cola co.. /asically depends upon its sales man for promoting and launching the new as well as old brands because instead of doing the business through dealer4s network like )epsi, Coca&cola belie'es in making and maintaining relations with

retailers directly. Therefore salesman is the 'ery important part of Coca& cola co. marketing strategy.

INTRODUCTION
#'ery year with the start of summers in India the real race to quench the thirst of the consumers begins in the soft drink be'erages industry. #'ery year millions participate in it, either in the hot sun or sitting at home watching their, sipping the soft drink and watching the newly launched ad'ertisements.

Lime n' lemoni Limca

-oft drinks manufacturers in India face a number of major problems, such as distribution difficulties. Access to the @88,888 'illages is limited due to the poor road network. Inconsistent ta$ policies, the pre'alence of duplicates, hefty packaging costs and India6s seasonal nature are other factors holding back growth. 1uring <ew Mear the two of the largest soft drink giants in India )epsi and Coca&Cola start e$periments with products, packages, fla'ors and prices in an effort to boost their market share. *or this the biggies make huge in'estments in terms of ad'ertising, setting up new and more producti'e and moderni!ed plants, impro'ing the distribution network to get better reach to the end consumer. +ne of the areas where these companies are making huge in'estments is merchandising. This is the area where companies try to get the ma$imum display in the consumer4s eyes at the retailers shop through refrigerators, glow signboards, 1)- boards, stands, posters, display bottles etc. /ut the question arises that whether these retailers are making the proper use of these materials, which the company is pro'iding them. Are they using these materials to their optimum le'el in promoting the product of the company that has pro'ided them the merchandising materialQ Are the companies getting the optimum results of the in'estments they are making in this areaQ 0esearcher ha'e tried to find out answers to the abo'e questions in his research work, which researcher has conducted during his summer training during the partial fulfillment of his %/A programme.

RESEARCH OB!ECTIVE
PRIMARY OB!ECTIVES/ To find out to which e$tent merchandising assets are being used by the retailers in promoting the product of coca&cola

To find out %arket demand of Coca Cola and Thums up 'is&(&'is )epsi

To find out %arket demand of *anta 'is&(&'is %irinda&+ To find out %arket demand of ,imca, -prite 'is&(&'is %irinda&, and .up To find out %arket demand of %aa!a 'is&(&'is -lice.

SECONDARY OB!ECTIVES/0 To find out %arket comparison of all the a'ailable brands of the soft drinks in the market. /rands a'ailability of Coca&cola and its brands 'is&(&'is )epsi and its brands.

RESEARCH METHODOLOGY
0esearcher began his sur'ey with route riding, i.e. tra'eling along with the sales persons on his daily trip to ser'ice the retailers. 0esearcher asked the retailers about their uses of Coca&cola merchandises and try to Asses the market share of the Coca&cola4s different brands. This is 'ery important point as it ga'e me an inside 'iew of the whole setup and further on during the planning of any of the promotions. 0esearcher was aware of the limitations and strengths of the en'ironment he would be working in. The 'arious methods and principles adopted are listed belowL Re"e#$c% P'#n/ 1ate sourcesL sources of information are as followsL D1E P$i;#$) "o<$ce" 3ho4s the primary sourceQQ 0etailers are the primary source.
527 Secon&#$) "o<$ce" R 0esearcher collected secondary information

from Gournals of Company, <ews papers,%aga!ines. Re"e#$c% A==$o#c%/ 0esearcher followed one approach to collect the information
517 S<$.e) 0esearcher contacted the retailers in the market place to

gather the rele'ant information.

527 N<;,e$ oA Ret#i'e$" cont#cte& >88 0etailers.

S<$.e) A$e#/

#n=<$ * NEAR BY AREAS

17 Banpur, -tation road 27 Banpur,%ain market 37 /haguwala %arket ,Banpur 0oad -7 Botwali market ,,ucknow road 57 -hanpur, %ain %arket <7 0aipur %arket, <agina 0oad

.; :aridwar road, Chidiapur

67 Biratpur %arket

Re"e#$c% in"t$<;ent/ 0esearcher used questionnaire as his instrument for conducting the sur'ey. S#;='in( P'#n 57; -ampling unit R 0etailers 5>; -ampling procedure& -imple 0andom -ampling )rocedure. Cont#ct Met%o& 0esearcher personally contacted the retailers.

%here f = 3eed >ack 58elp in *ontrolling the Sub System to %hich it is transmitted 7 3f = 3eed 3orward 5serves the vital function of providing criteria for evaluation7

DATA ANALYSIS * FINDINGS

FIGURE 1

O<t oA Coc#0Co'# #n& Pe="i Be.e$#(e" In&i# Li;ite& :%o"e GSB &o )o< %#.e L

)/I 779 Coca&Cola 7C9 /oth @9 <one .89 )/I Coca&Cola /oth <one

+ut of the sample si!e which has been co'ered only 77 9 of the shops had )epsi4s -/4s 'is a 'is to 7C 9 of Coca&Cola4s -/4s.

7C 9 of the sample si!e had the of the soft drink industry.

-/4s of both the major players

.89 of the sample si!e didn4t ha'e any of the GSB0GLOW SIGN BOARD PBI0PEPSI BEVERAGES IND LTD

-/4s displayed.

FIGURE 3

R#n@in( #cco$&in( to .i"i,i'it) 0 Pe="i L

R#n@in( #cco$&in( to .i"i,i'it) 0 Coc# Co'# L

7C9

7?9

7C9

0ank 7 0ank > 0ank ? ?D9 .>9 C=9

0ank 7 0ank > 0ank ?

.>9 of the shops ha'ing )epsi

-/4s got the 1"t rank #cco$&in(

to their 'isibility status on the other hand only 7C9 of the retailers got the $#n@ 3n& and 4$& each. This shows that retailers who got the -/ as display material from the company are using them satisfyingly.
C=9 of the shops ha'ing Coca&Cola

-/4s got the $#n@ 1"t

according to their 'isibility status on the other hand ?D9 of the retailers got the $#n@ 3n& and only 7?9 of the retailers got the $#n@ 4$&. This shows that in comparison to Coca&Cola, )epsico.4s are being used in more proper way. -/

FIGURE 4

O<t oA Coc#0Co'# #n& Pe="i Be.e$#(e" In&i# Li;ite& :%o"e DPS Bo#$& &o )o< %#.e L

)/I >.9 )/I Coca&Cola <one J>9 Coca&Cola D9 /oth ?9 /oth <one

+ut of the sample si!e which has been co'ered >. 9 of the shops had )epsi4s 1)- /oards 'is &a &'is to D 9 of Coca&Cola4s 1)-4s. ? 9 of the sample si!e had the 1)- /oards of both the major players of the soft drink industry. J>9 of the sample si!e didn4t ha'e any of the 1)- /oards displayed.

MDPS0DISTRIBUTOR PROMOTINAL SIGNAGEM FIGURE

5

R#n@in( #cco$&in( to .i"i,i'it) 0 Pe="i L

R#n@in( #cco$&in( to .i"i,i'it) 0 Coc# Co'# L

89 7D9

7>9

0ank 7 0ank > 0ank ?

7D9

0ank 7 0ank > 0ank ? .89

D>9

D>9 of the shops ha'ing )epsico. 1)- /oards got the $#n@ 1"t

according to their 'isibility status on the other hand 7D9 of the retailers got the $#n@" 3n& and nobody got the 4$&. This shows that retailers who got the 1)- /oards as display material from the company are using them satisfyingly.
.89 of the shops ha'ing Coca&Cola 1)- /oards got the $#n@ 1"t

according to their 'isibility status on the other hand 7D9 of the retailers got the $#n@ 3n& and only 7>9 of the retailers got the $#n@ 4$&. This shows that in comparison to Coca&Cola, )epsico.4s 1)- /oards are being used in far more satisfyingly.

FIGURE 6
'0>'? '9cel.*hart.6 @s

>.9

>@9

779 ?.9 )/I C+CA&C+,A /+T: +3<

+ut of the sample si!e, which has been co'ered ?.9 9 of the

shops, had CocaCola4s refrigerator 'is a 'is to >@ 9 of )epsi4s refrigerator. This shows that percentage distribution of the refrigerators of Coca&cola co. is more than )epsico. .
77 9 of the sample si!e had the refrigerator of both the major

players of the soft drink industry.

>.9 of the sample si!e didn4t ha'e any of the company4s

refrigeratorsE they are using their own refrigerators for the chilling purpose.

FIGURE 7

R#n@in( #cco$&in( to .i"i,i'it) 0 Pe="i L

R#n@in( #cco$&in( to .i"i,i'it) 0 Coc# Co'# L

D9

89

??9 >C9 0ank 7 0ank > 0ank ? JD9 J.9 0ank 7 0ank > 0ank ?

JD9 of the shops ha'ing )epsico. refrigerators got the $#n@ 1"t

according to their 'isibility status on the other hand only >C9 of the retailers got the $#n@" 3n& and D9 of the retailers got the rank 4$&. This shows that retailers who got the refrigerators as display material from the company are not using them satisfyingly.
+nly ??9 of the shops ha'ing Coca&Cola refrigerators got the

$#n@ 1"t according to their 'isibility status on the other hand J.9 of the retailers got the $#n@ 3n& and none of the retailers got the $#n@ 4$&. This shows that in comparison to Coca&Cola, )epsico.4s refrigerators are being used in far more proper way.

FIGURE 8

Ho: ;#n) Bott'e" oA PBII Coc#0Co'# &o )o< %#.e in )o<$ A$i&(e

)/I, C>J8 C@88 C888 ?@88 ?888 >@88 >888 7@88 7888 @88 8 Coca&Cola, ??JD )/I Coca&Cola

)/I

Coca&Cola

FIGURE N
A.#i'#,it) Co;=#$i"ion ,et:een Pe="i #n& Coc#0Co'# #t t%e O<t'et" 0 <"in( Coc#0co'# Me$c%#n&i"in( A""et

Coca&Cola CC9

)/I @J9

)/I Coca&Cola

In the CocaCola4s refrigerators @J9 of the )epsi bottles were

found. This shows that CocaCola4s refrigerators are not being used to optimum by the retailers in promoting CocaCola4s products. FIGURE K

Re#"on" Ao$ not o=ti;<; <"e oA ReA$i(e$#to$ I Ice Bo9 #t o<t'et" L

-hortage 7?9 +ther ?J9 )roblem of the #mpty bottle 7.9

-hortage )roblem of the #mpty bottle Irregularity of the -alesman +ther

Irregularity of the -alesman ?C9

FIGURE 1H
Ot%e$ Re#"on" Ao$ 'o: o=ti;<; <"e oA Coc#0co'#? " A""et"

+thers 779 promises from Fnfulfilled the Company 0epresentati'es >>9 ,ow 1emand ?C9

,ow 1emand -maller *ridge Fnfulfilled promises from the Company 0epresentati'es +thers

-maller *ridge ??9

 3hile

gi'ing the reasons for not using the Coca&Cola4s

refrigerators ?C9 of the retailers blame it to the lack of regular ser'ices from the company 5irregularity of the salesman;, 7.9 of the retailers 'oted to the problem of the empty bottles of :industan /e'erages India, 7?9 'oted for the shortage of the different packing. 1espite of all the abo'e reasons a huge segment ?J9 blame it to different other reasons for below optimum use of refrigerators. +ut of the ?J9 other major reasons low demand 5??9; and lesser capacity refrigerators 5?C9; got the ma$imum share. 1espite of all the abo'e there are e'en major number of retailers who blame it to the unfulfilled promises from the company professionals.

FIGURE 11
A==$o9i;#te "#'e oA t%e $et#i'e$ 788 =8 D8 .8 J8 @8 C8 ?8 >8 78 8 8.@ to > ? to @ J to 78 %ore Than 78

FIGURE 13
A==$o9i;#te "#'e oA t%e $et#i'e$

%ore Than 78 7D9

8.@ to > D9

J to 78 >D9

? to @ CJ9

The sample si!e shows that ma$imum portion 5around CJ 9; of the retailers whose sale are between ? to @ crates daily and only D 9 are the ones who are selling less that two crates.

FIGURE 14
Ho: t%e $et#i''e$ (et" &i"='#) ;#te$i#' A$o; t%e co;=#n) L
.8 J8 @8 C8 ?8 >8 78 8 -chemes ift -haring 2 1raft +ther

FIGURE 15
Ho: t%e $et#i''e$ (et" &i"='#) ;#te$i#' A$o; t%e co;=#n) L

ift C89 -haring 2 1raft >79

-chemes ??9

+ther J9

The sample si!e gi'es us the brief idea about the pattern of distribution of merchandising assets by the companies. %ost of the retailers 5around .?9; are getting the display material through different schemes or as the gifts.

FIGURE 16
M#$@et De;#n& oA &iAAe$ent =#c@in(" oA SoAt0D$in@"

>88ml ?89

>lt >J9

>lt 7lt @88ml 7lt .9 ?88ml >88ml

?88ml >?9

@88ml 7C9

This gi'es us an indication, where the better prospects lies. In which particular type of packing little inno'ation can do wonders. This pro'ides us with an idea where we should concentrate. The sample si!e shows that there is huge demand of >lt pack 5>J9; and >88ml bottles 5?89;.
?88ml bottles with >?9 shares the ?rd position and @88ml. -hares

the Cth position of the demand total demand with the market demand of 7C9

FIGURE 17
M#$@et De;#n& oA SoAt&$in@ D Co'# E

@88 C88 ?88 >88 788 8 )epsi Coca&Cola Thums&up -7 )epsi Coca&Cola Thums&up

FIGURE 18

M#$@et De;#n& oA SoAt&$in@ D Co'# E

Thums&up >C9

)epsi ?=9

)epsi Coca&Cola Thums&up

Coca&Cola ?.9

-ample si!e shows the comparison between the market demands of each of cola drink. )epsi is on the top, shares the demand of ?=9 from the market. Coca&Cola seconds with the shares of the demand of ?=9 from the market beating Thumps up with the remaining >C9

FIGURE 1N
M#$@et De;#n& oA SoAt&$in@ D O$#n(e E

>=8 >D8 >.8 >J8 >@8 >C8 *anta, >D@ %irinda&+, >J8 -7 *anta

%irinda&+

FIGURE 1K
M#$@et De;#n& oA SoAt&$in@ D O$#n(e E

%irinda&+ CD9 *anta @>9

-ample si!e shows the comparison between the market demands of each of +range drink. %irinda and *anta are almost head to head with CD9 and @>9 market demand. Though *anta is ha'ing C9 more share than %irinda +range.

FIGURE 3H
M#$@et De;#n& oA SoAt&$in@ D Le;on E

-prite =9

. Fp @9

%irinda&, >.9

%ountain 1ew >D9 ,imca ?79

FIGURE 31
M#$@et De;#n& oA SoAt&$in@ D Le;on E

1000 600 <00

,imca, DJ@ %ountain 1ew, %irinda&,, .?@ -00 ..8 -prite, >?@ 200 . Fp, 7>? 8 %irinda&, ,imca %ountain -prite . Fp 1ew

-7

 -ample si!e shows the comparison between the market demands of each of ,emon drinks a'ailable in the market ,imca in the lemon fla'our with the market demand share of ?79 is beating all the giants. )epsi4s two products %irinda ,emon and %ountain 1ew together with the market demand share of @@9 are competing with the ,imca. The new entrant to the market, %ountain 1ew is gaining the market share more dynamically than its competitor brands. -prite and . up are lacking behind with just the share of 7C9.

FIGURE 33
M#$@et De;#n& oA SoAt&$in@ D M#n(o E

?88 >=@ >=8 >D@ -lice %a!!a ?88 >=8 -7

FIGURE 34
M#$@et De;#n& oA SoAt&$in@ D M#n(o E

%a!!a, >=8 -lice, ?88

Sample si$e shows the comparison between the market demands of each of 0ango drinks available in the market Slice and 0a$$a is almost head to head with 52A and -6A market demand. #hough Slice is having -A more share than 0a$$a.

LIMITATION

1espite the possible efforts in conducting the research, there were some una'oidable situations, which limited the scope of the project.

Considering the population, the sample taken for present study seems small and hence further in'estigation may be required.

The sample taken for study was not of equal distribution so a comparati'e study cannot be made.

-ome of the retailers were non&cooperati'e in gi'ing information, which hampered the actual calculation.

Time a'ailable for research was 'ery short so certain aspects ha'e been o'erlooked.

0etailers were hesitant to pro'ide the complete information due to fear of misuse of information. 0espondents may sometimes misinterpret the questions, leading to a different answer.

RECOMMENDATIONS

7.

Company should do something to meet its demand in the market. /ecause there is an acute shortage of Coca&Cola >,ts party pack and tin pack because of the shortage, Coca&Cola is not only loosing the present market share but also pro'iding way to the ri'als. *or this either plant si!e can be e$panded or some more production equipments can be installed.

>.

-ince the market capacity is huge salesman needs time at e'ery retailer to satisfy him and tell him about the different products, packaging, schemes etc. it4s quite difficult for him to 'isit e'ery shop on his route e'eryday. Therefore, there is necessity to di'ide his route into two parts and increase the total number of routes.

?.

-ometimes salesman for different routes keeps on changing 'ery frequently 5in a 'ery short period;. This should be prohibited because e'ery sales man needs time to get adjusted to a particular route and e'en to know all the shops on the route.

C.

-alesman is working for 7@ to 7J hours regularly during the peak season at 'ery low reimbursement, which may sometimes kill his interest. Therefore there is a need of fi$ing up his working hours. 1eli'ery 'an should be ready when he comes into the depot in the morning. There should be different labour for shipping or de&shipping the deli'ery 'ans.

@.

Company professions must not make the false promises about the merchandising assets with the retailers. These retailers must get the

proper information and guidance about the company policies on the merchandising assets. -o that there must be no frustration generated.

J.

Though the

-/4s and 1)- /oards are being used by the retailers

satisfyingly but still there is need of the guidance for the retailers.

..

-chemes should be transparent and made clear to the retailers.

D.

As ma$imum number of retailers are selling around ? to @ crates daily. +ur schemes should be re'ol'ing around this percentage only. And while formatting the different schemes this should be kept in mind.

=.

*or this salesman can be pro'ided with some kind of guidance2 training, so that they can clear the queries of the customers about the different schemes2 proposals

78.

0etailer benefit schemes, which the company launches time by time during the whole year, must be made clear to all the retailers.

11.

Customers can be informed about the schemes through the broachers. /roachers can be distributed to all the retailers for the And for the daily schemes that are being launched once in a year.

schemes which get change on daily bases and which depends on the stock a'ailability pro'iding details about the day6s schemes2 after a paper2 pamphlet on different products can be sticked to the deli'ery 'an signed by the A-% or anybody authori!ed. -o that e'ery retailer if needed2 required can 'erify himself about the daily schemes. 7>. Company professionals should 'isit the field more regularly and they must try to 'isit e'ery retailer at least once in a month. 7?. A proper trust and relationship building process is required with the retailers, which need to be worked on. 7C. Abo'e figures shows the market demand comparison between the different products of all the fla'ors a'ailable in the market. 3hich show that we can gain market share through Coca&Cola4s ,imca and -prite. -o we should concentrate more in completing the market demand of these products. 7@. Abo'e figures shows the market demand comparison between the different packs a'ailable in the market. 3hich show that we can gain market share through concentrating more on >,t. and >88ml. pickings. -o we should concentrate more in completing the market demand of these packing

7J.

+ther products and packing like -prite and ?88 ml. 3hose demand is going down require proper attention and strategy.

CONCLUSION
After conducting the research, 0esearcher found that there are two categories of retailers. The first one is of those retailers, which just want to increase their assets, for them the sale doesn4t matter according to them they can only increase the sale if the company will in'est in them or in their shops. These types of retailers will only work for the company, which in'est in them hugely. And if at any moment they found company has lost or lowered their interest in them they will again shift to other major player. +ther kinds of retailers are those who are more bothered about working hard and build their reputation in the market. These types of retailers are using the merchandising assets to their optimum le'el. And sometimes if they are unable to do so it4s because of the irregularity of the salesman 5when the salesman on the route gets changed; or because of the shortage of the different products2packing. There is a requirement of the company professionals to 'isit these retailers continuously. -o, that they can understand the market and suggest changes accordingly. 1espite of this, salesman and other company professionals who 'isit these retailers must not do the false promises. 1ue to this retailers loose their confidence in the company. There is also the need of the transparent schemes and marketing mi$ that the retailers can understand more properly.

+UESTIONNAIRE

N#;e oA t%e SHOP OOOOOOOOOOOOOO Te' No2OOOOOOOOOOOOOOOOOO ADDRESS OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO 1 OUT OF COCA0COLA AND PEPSI BEVERAGES INDIA LIMITED WHOSE GSB DO YOU HAVEL a. PEPSI B COCA0COLA C BOTH D NONE RAN 1
ING ACCORDING TO VISIBILITYL

3 OUT OF COCA0COLA AND PEPSI BEVERAGES INDIA LIMITED WHOSE DPS BOARD DO YOU HAVEL a. PEPSI B COCA0COLA C BOTH D NONE RAN 1
ING ACCORDING TO VISIBILITYL

4 OUT OF COCA0COLA AND PEPSI BEVERAGES INDIA LIMITED WHOSE REFRIGERATOR DO YOU HAVEL a. PEPSI B COCA0COLA C BOTH D NONE RAN 1 5
ING ACCORDING TO VISIBILITYL

HOW MANY BOTTLES OF COCA0COLA DO YOU HAVE IN YOUR FRIDGEL COCA0COLA OOOOOOOOOOOOOOOOOO TOTAL OOOOOOOOOOOOOOOO

WHAT ARE THE REASONS THAT YOU ARE NOT USING THE REFRIGERATOR I ICE BOX TO ITS FULL STRENGTHL A2SHORTAGE P Q B2 EMPTY PROBLEM P Q C 2 IRREGULARITY OF THE SALESMAN P Q D2 OTHER P Q

7 APPROXIMATELY HOW MANY CRATES DO YOU SALEL a. H2603 P Q B2 406P Q C2 701H P Q 8

D2

MORE THAN 1H P Q

HOW DO YOU GET THE DISPLAY MATERIAL FROM THE COMPANYL a. SCHEMES P Q B GIFT P Q C SHARING I DRAFT P Q D OTHER P Q
THE FOLLOWING ACCORDING TO THE MAR ET DEMANDL

N PLEASE RAN D E 3 LT2

D E 1 LT

D E 6HH ML

D E 4HH ML

D E 3HH ML

K PLEASE RAN THE FOLLOWING ACCORDING TO THE MAR ET DEMANDL A2 D E PEPSI D E COCA0COLA D E THUMS0UP
B2

D E MIRINDA0O D E MIRINDA L D E 80UP D E SLICE

D E FANTA D E LIMCA D E MAAZA E D E MOUNTAIN0DEW D E SPRITE

C2

D2

T%#n@" IA )o< H#.e An) S<((e"tionRRRRRRRRRRD

Si(n#t<$e

Ret#'ie$ Li"t
N#;e OA O<t 'et -hi'a sweets -aleem -weets 0oadways canteen 0a'i ).C.+ upta <idhi eneral -tore eneral -tore A$e# <ajbabad ha!iabad <ajbabad <ajbabad ha!iabad ha!iabad <ajbabad <ajbabad

-harma tea -tall Bumar -weet Trimohan pan /handar hai %otel Aikas general -tore -hana'aa! Tea -tall Ainay eneral -tore

ha!iabad ha!iabad ha!iabad ha!iabad ha!iabad ha!iabad ha!iabad ha!iabad <ajbabad ha!iabad

upta hotel -onu ).C.+ %ahesh :otel %ohan %urga wala

upta O -ons Anand bakers -arfara! pan /hander -ingh Coldrinks %othi general -tore ha!iabad ha!iabad ha!iabad ha!iabad ha!iabad

BIBLIOGRAPHY N#;e oA t%e ,oo@" <"e& Ao$ t%e $eAe$ence #n& t%ei$ #<t%o$"2

19. Kot,er P'","p M%r*et"(4 M%(%4e5e(t De,'" Pe%r&o( E#!c%t"o( P:t. Lt#. +//29. Kot'%r" C.R. Re&e%rc' Met'o#o,o4) Ne3 De,'" W"&'3% Pr%*%&'%( P:t. Lt#. +//1 p4.A--+2.

We,"ite" ReAe$$e& httpL22www.coca&cola.com Se#$c% En(ine 0 httpL22www.google.com MAGAZINES Ti;e E&<c#tion M#(#Fine B<"ine"" To&#)