AN INTERNSHIP REPORT

MARKET STUDY ON 300ML SKU OF COCA-COLA

Submitted By: PARITOSH SACHDEVA M090700054

Acknowledgement
I would like to express my gratitude to the management of KANDHARI BEVERAGES Pvt. Ltd. (Coca-Cola), Chandigarh for giving me the opportunity to undertake my summer internship program in the company which gave me an insight into the working of the company and the FMCG and BEVERAGES sector as a whole. I owe my sincere thanks and heartfelt gratitude to Mr. Gurdeep Saggu (DGM), Mr. Amit (A.S.M), and Ms. Preeti who gave time to share their thoughtful criticism and suggestions to improve the work. Their contribution gave me valuable insights into this project and immense knowledge of the area. I am thankful to Mr. S.R TANEJA (DEAN-MBA, CHITKARA UNIVERSITY) for his help and guidance at every stage to help me complete this dissertation on time .. Last but not the least, I would also like to thank my institute Chitkara Business School, Chitkara University for inculcating in me the management knowledge and skills and then providing me with the best opportunity to apply and update my knowledge and skills through summer internship in such an esteemed organization

Paritosh Sachdeva

Table of Contents Executive Summary SECTION - A Chapter 1: Introduction Chapter 2: Beverage industry Chapter 3: Brands of Coca-Cola Chapter 4: BCG Matrix, Porters five forces Chapter 5: Competitor and Financial analysis SECTION - B Chapter 6: Methodology Chapter 7: Research, Key Findings and Analysis Chapter 8: Conclusion and Recommendation References & Bibliography Annexure

EXECUTIVE SUMMARY
The scope of the project is to study the 300ml Sku of Coca-Cola in Chandigarh. From the last three months or so our group is in the process of a continuous research on marketing functions and strategies adopted by Coca Cola. These marketing functions mainly include the marketing mix i-e, Product Strategy and OPPORTUNITY MAPPING as well as other market strategies. By looking into this study, the company will be able to take corrective measures to avoid the loopholes provided by the company in earlier period as a result the market share of the company will increase. Moreover the project also discusses the analysis of competition, market growth and trend, opportunity analysis and strategies for creating competitive advantage adopted by Coca Cola. We will like to add that the project will provide the readers and listeners very high profile information about the marketing strategies as a whole and also about the Coca Cola Company. Therefore the company is the market leader among all beverages in 21st century.

In the end we hope that the project will result very profitable for the readers and Coca Cola. Your feedback in the end either critical or substantial will be very highly appreciated

INTRODUCTION

Type Industry Founded Headquarters Area served Key People Products

Public(NYSE:KO) Beverage 1886, USA Atlanta, Georgia , USA Worldwide Muhtar Kent (Chairman and CEO) Coca Cola Carbonated Soft Drinks Water Other non alcoholic beverages 92,400 (October 2009) KO.com

The Coca-Cola Company exists to benefit and refresh everyone it touches. Coca-Cola, the product that has given the world its best- known taste was born in Atlanta, Georgia on May 8, 1886. Coca-Cola Company

Employees Website

is the worlds leading manufacturer, Marketer and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands. The corporate headquarters are in Atlanta, with local operations in over 200 countries around the world. The Coca-Cola Company began building its global network in the 1920s.Coca-Cola system has successfully applied a formula on a global scale Provide a moment of refreshment for small amount of money a billion times a day. When launched Coca-Cola two key ingredients were cocaine (benzoyl methyl ecgonine) and caffeine. The cocaine was derived from the coca leaf and the caffeine from kola nut, leading to the name Coca-Cola (the "K" in Kola was replaced with a "C" for marketing purposes Coca-Cola often referred to simply as Coke (a registered 5

trademark of The Coca-Cola Company in the United States since March 27, 1944)was invented in May 1886 by Dr. John Stith Pemberton in Atlanta, Georgia. The name "Coca-Cola" was suggested by Dr. Pemberton's bookkeeper, Frank Robinson. He penned the name Coca-Cola in the flowing script that is famous today. Coca-Cola was first sold at a soda fountain in Jacob's Pharmacy in Atlanta by Willis Venable. The first sales were at Jacob's Pharmacy in Atlanta, Georgia, on May 8, 1886. It was initially sold as a patent medicine for five cents a glass at soda fountains, which were popular in the United States at the time due to the belief that carbonated water was good for the health. Pemberton claimed Coca-Cola cured many diseases, including morphine addiction, dyspepsia, neurasthenia, headache, and impotence. Pemberton ran the first advertisement for the beverage on May 29 of the same year in the Atlanta Journal. The company was formed to sell three main products: Pemberton's French Wine Cola (later known as Coca-Cola), Pemberton's Indian Queen Hair Dye, and Pemberton's Globe Flower Cough Syrup.[The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The CocaCola Company in 1892. In 1892 Candler incorporated a second company, The Coca-Cola Company (the current corporation), Coca-Cola was sold in bottles for the first time on March 12, 1894. The first Outdoor wall advertisement was painted in the same year as well in Cartersville, Georgia. CAN of Coke first appeared in 1955. On February 7, 2005, the Coca-Cola Company announced that in the second quarter of 2005 they planned to launch a Diet Coke product sweetened with the artificial sweetener sucralose, the 6

same sweetener currently used in Pepsi One. On March 21, 2005, it announced another diet product, Coca-Cola Zero, sweetened partly with a blend of aspartame and acesulfame potassium. On July 5, 2005, it was revealed that Coca-Cola would resume operations in Iraq for the first time since the Arab League boycotted the company in 1968. In India, Coca-Cola ranked third behind the leader, Pepsi-Cola, and local drink Thums Up. The Coca-Cola Company purchased Thums Up in 1993. As of 2004, Coca-Cola held a 60.9% market-share in India. Coca-Cola was the first commercial sponsor of the Olympic games, at the 1928 games in Amsterdam, and has been an Olympics sponsor ever since. Special aluminum bottle designed exclusively for the Vancouver 2010 Olympic Winter Games Torch Relay. This corporate sponsorship included the 1996 Summer Olympics hosted in Atlanta, which allowed Coca-Cola to spotlight its hometown. Since 1978, Coca-Cola has sponsored each FIFA World Cup, and other competitions organized by FIFA. In fact, one FIFA tournament trophy, the FIFA World Youth Championship from Tunisia in 1977 to Malaysia in 1997, was called "FIFA Coca Cola Cup". In 2010 it was announced that Coca-Cola had become the first brand to top 1 billion in annual UK grocery sales Ingredients Carbonated water Sugar (sucrose or high-fructose corn syrup depending on country of origin) Caffeine Phosphoric acid v. Caramel (E150d) Natural flavorings 7

A Can of Coke (12 fl ounces/355ml) has 39 grams of carbohydrates (all from sugar, approximately 10 teaspoons), 50 mg of sodium, 0 grams fat, 0 grams potassium,140calorie. Formula of natural flavorings The exact formula of Coca-Cola's natural flavorings (but not its other ingredients which are listed on the side of the bottle or can) is a trade secret. The original copy of the formula is held in SunTrust Bank's main vault in Atlanta. Its predecessor, the Trust Company, was the underwriter for the Coca-Cola Company's initial public offering in 1919. A popular myth states that only two executives have access to the formula, with each executive having only half the formula. The truth is that while Coca-Cola does have a rule restricting access to only two executives, each knows the entire formula and others, in addition to the prescribed duo, have known the formulation process.

Logo
The famous Coca-Cola logo was created by John Pemberton's bookkeeper, Frank Mason Robinson, in 1885. Robinson came up with the name and chose the logo's distinctive cursive script. The typeface used, known as Spencerian script, was developed in the mid 19th century and was the dominant form of formal handwriting in the United States during that period. Robinson also played a significant role in early Coca-Cola advertising. His promotional suggestions to Pemberton included giving away thousands of free drink coupons and plastering the city of Atlanta with publicity banners and streetcar signs.

The Worlds Most Powerful Brand Interbrands Global Brand Scorecard for 2003 ranked Coca-Cola the #1 Brand in the World, estimated its brand value at $70.45 billion .The rankings methodology 8

determined a brands valuation on the basis of how much it was likely to earn in the future, distilling the percentage of revenues that could be credited to the brand, and assessing the brands strength to determine the risk of future earnings forecasts. Considerations included market leadership, stability, and global reach, incorporating its ability to cross both geographical and cultural borders. From the beginning, Coke understood the importance of branding and the creation of a distinct personality. Its catchy, well-liked slogans (Its the real thing (1942, 1969), Things go better with Coke (1963), Coke is it (1982), Cant beat the Feeling (1987), and a 1992 return to Cant beat the real thing) linked that personality to the core values of each generation and established Coke as the authentic, relevant, and trusted refreshment of choice across the decades and around the globe.

MANIFESTO FOR GROWTH MISSION: To Refresh the world..In body, mind and spirit. To Inspire Moments of Optimism.Through our brands and our actions. To Create Value and Make a Difference.Everywhere we engage.

VISION:To achieve sustainable growth, we have established a vision with clear goals. Profit Maximizing return to shareowners while being mindful of our overall responsibilities. People Portfolio Partners Planet Being a great place to work where people are inspired to be the best they can be. Bringing to the world portfolios of beverage brands that anticipate satisfy peoples; desires and needs. Nurturing a winning network of partners and building mutual loyalty. Being a responsible global citizen that makes a difference 9

VALUES:Our values serve as a compass for our actions and describe how we behave in the world. Leadership Collaboration Integrity Accountability Passion Diversity Quality The courage to shape a better future Leverage collective genius Be real If it is to be, it's up to me Committed in heart and mind As inclusive as our brands What we do, we do well

Two types of bottlers: A) FOBO Franchised owned bottling operations. B) COBO Company owned bottling operations. Franchised production model In 1899, it franchised its bottling operations in the U.S., growing quickly to reach 370 franchisees by 1910.The company operates a franchised distribution system dating from 1889 where The Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory. The company produces concentrate, which is then sold to licensed Coca-Cola bottlers throughout the world. The bottlers, who hold territorially exclusive contracts with the company, produce finished product in cans and bottles from the concentrate in combination with filtered water and sweeteners. The bottlers then sell, distribute and merchandise Coca-Cola to retail stores and vending machines. Such bottlers include Coca-Cola Enterprises, which is the largest single Coca-Cola bottler in North America and Western Europe. The Coca-Cola Company also sells concentrate for soda fountains to major restaurants and food service distributors. 10

In general, The Coca-Cola Company (TCCC) and/or subsidiaries only produces (or produce) syrup concentrate which is then sold to various bottlers throughout the world who hold a Coca-Cola franchise. Coca-Cola bottlers, who hold territorially exclusive contracts with the company, produce finished product in cans and bottles from the concentrate in combination with filtered water and sweeteners. The bottlers then sell, distribute and merchandise the resulting Coca-Cola product to retail stores, vending machines, restaurants and food service distributors. One notable exception to this general relationship between TCCC and bottlers is fountain syrups in the United States, where TCCC bypasses bottlers and is responsible for the manufacture and sale of fountain syrups directly to authorized fountain wholesalers and some fountain retailers. The Coca-Cola Company only produces a syrup concentrate, which it sells to bottlers throughout the world, who hold Coca-Cola franchises for one or more geographical areas. The bottlers produce the final drink by mixing the syrup with filtered water and sweeteners, and then carbonate it before putting it in cans and bottles, which the bottlers then sell and distribute to retail stores, vending machines, restaurants and food service distributors. The Coca-Cola Company owns minority shares in some of its largest franchises, like Coca-Cola Enterprises, Coca-Cola Amatil, Coca-Cola Hellenic Bottling Company (CCHBC) and Coca-Cola FEMSA, but fully independent bottlers produce almost half of the volume sold in the world. Independent bottlers are allowed to sweeten the drink according to local tastes The bottling plant in Skopje, Macedonia, received the 2009 award for "Best Bottling Company"

Indian History
India is home to one of the most ancient cultures in the world dating back over 5000 years. At the beginning of the twenty-first century, twenty-six different languages were spoken across India, 30% of the population knew English, and greater than 11

40% were illiterate. At this time, the nation was in the midst of great transition and the dichotomy between the old India and the new was stark. Remnants of the caste system existed alongside the worlds top engineering schools and growing metropolises as the historically agricultural economy shifted into the services sector. In the process, India had created the worlds largest middle class, second only to China. A British colony since 1769 when the East India Company gained control of all European trade in the nation, India gained its independence in 1947 under Mahatma Ghandi and his principles of non-violence and self-reliance. In the decades that followed, self-reliance was taken to the extreme as many Indians believed that economic independence was necessary to be truly independent. As a result, the economy was increasingly regulated and many sectors were restricted to the public sector. This movement reached its peak in 1977 when the Janta party government came to power and Coca-Cola was thrown out of the country.

In INDIA
Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveals its formula to the government and reduces its equity stake as required under the Foreign Exchange Regulation Act (FERA) which governed the operations of foreign companies in India. After a 16-year absence, Coca-Cola returned to India in 1993, cementing its presence with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network. Cokes acquisition of local Popular Indian brands including Thums Up (the most trusted brand in India21), Limca, Maaza, Citra and Gold Spot provided not only physical manufacturing, bottling, and distribution assets but also strong consumer preference. This combination of local and global brands enabled Coca-Cola to exploit the benefits of global branding and global trends in tastes while also tapping into traditional domestic markets. 12

Leading Indian brands joined the Company's international family of brands, including Coca- Cola, diet Coke, Sprite and Fanta, plus the Schweppes product range. In 2000, the company launched the Kinley water brand and in 2001, Shock energy drink and the powdered concentrate Sunfill hit the market. While The Coca-Cola Company is a global company with some of the world's most widely brands, the Coca-Cola business in India, as in each country where it operates, is a local business. After a 16-years absence, Coca-Cola returned to India in 1993. The Company's presence in India was cemented in November that year in a deal that gave CocaCola ownership of the nation's top soft-drink brands and bottling network. Coca-Cola India has made significant investments to build and continually improve its business in India, including new production facilities, wastewater treatment plants, and distribution systems and marketing equipment

During the past decade, the Coca-Cola system has invested more than US$ 1 billion in India Coca-Cola is one of the country's top international investors by 2003; Coca-Cola India had won the prestigious Woodruff Cup from among 22 divisions of the Company based on three broad parameters of volume, profitability, and quality. In 2003, Coca-Cola India pledged to invest a further US$100 million in its operations In India, we indirectly create employment for more than 125,000 people in related industries through our vast procurement, supply and distribution system Virtually all the goods and services required to produce and market Coca-Cola locally are made in India

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 The Coca-Cola system in India comprises 27 wholly-owned company-owned bottling operations and another 17 franchisee-owned bottling operations. A network of 29 contract-packers also manufactures a range of products for the Company The complexity of the Indian market is reflected in the distribution fleet, which includes 10-tonne trucks, open-bay three-wheelers that can navigate the narrow alleyways of Indian cities, and trademarked tricycles and pushcarts. The complete manufacturing process had a documented quality control and assurance program including over 400 tests performed throughout the process. We will collaborate creatively with those who sell our products in the marketplace, developing relationships built on mutual success, not only from our brands, but also from our services. Ranking: We own 4 of the worlds top 5 non-alcoholic sparkling beverage brands: Coca-Cola, Diet Coke, Sprite and Fanta.

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Beverage industry in India; a brief insight:-

Co
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In India, beverages form an important part of the lives of people. It is an industry, in which the players constantly innovate, in order to come up with better products to gain more consumers and satisfy the existing consumers. The soft-drink industry comprises companies that manufacture nonalcoholic beverages and carbonated mineral waters or concentrates and syrups for the manufacture of carbonated beverages. Non-alcoholic soft drink beverage market can be divided into fruit drinks and soft drinks. Soft drinks can be further divided into carbonated and non-carbonated drinks. Cola, lemon and oranges are carbonated drinks while mango drinks come under non carbonated category. Cola products account for over 60% of the total soft drink market and include popular brands such as Coca-Cola, Pepsi, and Thumps up etc. Non-cola segment constitutes for over 35% of the market.
Types of beverages

Alcoholic

Non Alcoholic Non Alcoholic

Hot & cold

Others

Examples

Beer, champagne etc.

wine, apple-cider, squash, lemonade, juices, carbonated

Tea, coffee, iced tea, cold coffee

Milk, soup

THE TYPES OF BEVERAGES (WIKIPEDIA, 2010)

Flavored carbonated beverages, or soft drinks, were developed by apothecaries And chemists in the early nineteenth century by the addition of flavored Syrups to fountain dispensed carbonated water. The introduction of proprietary Flavors began in the late 1880s. Charles H. Hires introduced his root beer extract In 1876, Vernorss Ginger Ale was marketed by James Vernor in 1880, R. S. Lazen by perfected the formula for Dr. Pepper in 1885, and John S. Pemberton

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Developed the formula for Coca-Cola in 1886.Brads Drink was introduced in 1896 and was later renamed Pepsi-Cola in 1898. The per capita consumption of soft drinks in India is among the lowest in the world 5 bottles per annum compared to the 800 bottles per annum in the USA. Delhi reports highest per capita consumption in the country, 50 bottles per annum. The consumption of PET bottles is more in the urban areas [75% of total PET bottle (plastic bottles) consumption] whereas the sales of 200ml bottles were higher in the rural areas. According to a survey, 91% of the soft drink consumption in India is in the lower, lower middle and upper middle class section. Last one century witnessed the entry of various soft drink companies but only few of them were able to survive. The major among them are COKE and PEPSI. These are the only two companies that has shared the whole market between them and left a very small share for the remaining ones. This made the word cola drink synonymous to the word soft drink.

Entry Barriers in Beverage Market

What are the factors that made the soft drink market a duopoly market? The several factors that make it very difficult for the competition to enter the soft drink market include: The factors that made the duopoly soft drink market and that make it very difficult for the competition to enter the soft drink market include: Network Bottling: Both Coke and PepsiCo have franchisee agreements with their existing bottlers who have rights in a certain geographic area in perpetuity. These agreements prohibit bottlers from taking on new competing brands for similar products. Also, with the recent consolidation among the bottlers and the backward integration with both Coke and Pepsi buying significant percent of bottling companies, it is very difficult for a firm entering to find bottlers willing to distribute their product.

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The other approach to try and build their bottling plants would be very capitalintensive effort with new efficient plant capital requirements in 2009 being more than $500 million. Advertising Spend: The advertising and marketing spend in the industry is very high by Coke, Pepsi and their bottlers. This makes it extremely difficult for an entrant to compete with the incumbents and gain any visibility. Brand Image / Loyalty: Coke and Pepsi have a long history of heavy advertising and this has earned them huge amount of brand equity and loyal customers all over the world. This makes it virtually impossible for a new entrant to match this scale in this market place. Fear of Retaliation: To enter into a market with entrenched rival behemoths like Pepsi and Coke is not easy as it could lead to price wars which would affect the new comer.

Retailer Shelf Space (Retail Distribution): Retailers enjoy significant margins of 15-20% on these soft drinks for the shelf space they offer. These margins are quite significant for their bottom-line. This makes it tough for the new entrants to convince retailers to carry/substitute their new products for Coke and Pepsi.

BUSINESS MODELS OF

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THE COCA C

Manufacture Beverage ba
COMPANY PROFILE: Kandhari Beverages Pvt. Ltd
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KANDHARI GROUP was established in 1967 by Late Mr. Teja Singh Kandhari, is presently a progressive business house in India. The groups first venture was a bottling unit as a franchisee of PARLEs soft drink manufacturing Gold Spot under license from PARLE established at Amritsar in the north Indian state of Punjab. The Company is engaged in the business of manufacturing, marketing and distribution of aerated water under franchise agreement with the Coca-Cola Company, USA. The Company has two mega Greenfield bottling plants for filling soft drinks located at Village Nabipur, District Fatehagarh Sahib (Punjab) and Village Katha, Baddi, District Solan (HP). Present gross turnover of the company is approx. Rs. 190crores. The company has also entered the power sector by setting up a 6.25 MW Wind Mill project having 5 units in the State of Maharashtra. In 1993, the world renowned soft drink giant - Coca-Cola entered India and bought over PARLE brand of soft drink products, being one of the star bottlers of PARLE the Group switched to manufacturing, bottling & marketing of Coke brand of soft drink products. The Group companies are fully conscious of their socioeconomic responsibilities and have taken up a series of community development programs especially the funding & setting up of Rain harvesting projects to conserve the scarce natural resource ORGANIZATIONAL STRUCTURE

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MISSION : In line with our main partner coca cola we wish to refresh the world and in addition we further aim to create value and make a difference by making our environment a cleaner and a better place to live for our future generation. VISSION : Our company vision as was established by the founder of our group remains to provide the people that work in the group, be it the owners or the managers a great place to work where people are inspired to be the best they can be and work with quality brands and partners to maximize profit and productivity.

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COBO FOBO CONTRACT PACKAGING

LOCATIONS OF COBO, FOBO & CONTRACT PACKAGING IN INDIA

VISIT TO PLANT AND UNDERSTANDING OPERATIONS IN THE PLANT

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Water is received from the 300 ft. tube-well and it passes through the water treatment plant, further passing through the sand filter and the activated carbon filter, so as to attain pure cleansed water.

In the syrup room, the concentrate received from another bottling plant situated at Pune, is blended with the sugar syrup. Once both the water and the final syrup are ready, they are both mixed together and sent to the carbonator section where Carbon Dioxide is added to the mixture to form the final product.

On the other hand, simultaneously, the returnable glass bottles are depalletized, inspected and washed for the purpose of filling in the final

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product in it. This step does not take place in the PET bottle line as the bottles once used are disposed. The product is finally filled in the bottles, crowned (in case of RGB)/ capped (in case of PET bottles), labeled and cased in order to be sent into the warehouse for distribution INGREDIENT DELIVERY SWEETENER Team of professionals, work on selecting, auditing, sampling, testing, approving and then authorizing the sugar suppliers and the list of such authorized suppliers with approved sugar lots and along with the certificate of analysis are sent across to all the bottling unit for procurement. SECRET FORMULA Created in special concentrate plants, its delivered held and used under strict controls to maintain its integrity and security. Each unit of concentrate is especially identifiable to allow the History of each component to be researched at any stage of production, storage or use.

CO2 FORMULA When delivered to the plant, co2 comes in cylinders for easy delivery and storage.

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In essence co2 a colorless and odorless gas that provides the Fizz for our beverages. WATER Since water is a key component to all our beverages, its quality is critical. And since public water quality varies around the world, each plant further treats the water it uses. This means that before water is added to any of the beverages, its rigorously filtered and cleansed. MATERIALS Ingredients are not the only things delivered to the plant, other materials such as bottles, cans, labels and packaging are also delivered. Coca cola plants use refillable glass bottles (RGB) in the production process. When bottles are delivered to the plant, they are carefully inspected to ensure that they meet the exacting standards. Once these have passed initial inspection, they move on to be washed and rinsed. WASHING AND RINSING To ensure quality, each bottle is washed, sanitized and rinsed before being filled. While this sounds simple, the actual steps can differ by bottling plant. In Coca cola plants use refillable glass bottles. To ensure they meet the cleanliness standard of the company, bottles are first hit with pre-rinse jets which remove a dirt or debris. They are then soaked in a high temperature deep cleaning solution that removes any remaining dirt and sanitizes them. The bottles then move to the Hydro wash where they are washed again with a deep cleaning pressure spray.

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MIXING AND BLENDING H2O AND SUGAR Mixing and blending begins with the steps of mixing pure water with refined sugar, which creates simple syrup. The syrup is then measured for the correct amount of sugar. H2O AND SYRUP With the syrup nearing its final state, it is mixed with pure water, creating the finished carbonated beverage. However, the water and syrup must be mixed in right ratio. This is done by the beverage proportioning equipment. It accurately measures the correct ratio for each and sends this mixture to the carbonator.

CO2 ADDING Adding CO2 or carbon dioxide gas, it is the final touch that carbonates the beverages, CO2 not only give our beverages their effervescent zest but it also adds to the distinctive and familiar taste everyone has come to expect from our beverages.

CAPPING Once filled, bottles are then capped. Company uses 26

different bottles, glass bottles are usually topped with a metal. Each cap type then moves through different parts of the machine which ensures each cap stays scratch free and is in the right position to be precisely placed on the bottle. The process actually stops if the detector doesnt find a closure. If the bottle cap isnt just right, the beverages can become flat or be affected in other ways. If this happens the bottle is discarded. CODING The bottle is now ready to be coded. Each one of the beverages is marked with a special code that identifies specific information about it. The codes simply identify the data the beverages was bottled. These codes identify the date, time, batch no. and the MRP.

INSPECTION Company inspects bottles at many points during the process. With the refillable bottles, it happens when they are first brought into the plant. They are also inspected after 27

they are washed and again after they are filled. Inspectors look for external bottle imperfections and make sure each bottle has the right amount of beverages. Even after filling, the plant samples bottles for analysis in its lab to ensure quality is up to standards. PACKAGING

Once the filled beverages have passed final inspection, they are ready to be packaged for delivery. WAREHOUSING AND DELIVERY 28

In order to make sure the freshest beverages possible get to you, each warehouse must efficiently manage the thousands of beverages cases produce each day. From the warehouse, beverages are loaded onto the distinctive trucks.

BRANDS IN INDIA:

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THUMPS- UP is a leading carbonated soft drink and most trusted brand in India. Originally introduced in 1977, Thums Up was acquired by The Coca-Cola Company in 1993. Thums Up is known for its strong, fizzy taste and its confident, mature and uniquely masculine attitude. This brand clearly seeks to separate the men from the boys.

RGB 200 ml, 300 ml, 1000 ml

PET 500 ml, 1.5 L, 2L

Can 330 ml

Internationally, FANTA - The 'orange' drink of The Coca-Cola Company, is seen as one of the favorite drinks since 1940's. Fanta entered the Indian market in the year 1993. Over the years Fanta has occupied a strong market place and is identified as "The Fun Catalyst". Perceived as a fun youth brand, Fanta stands for its vibrant color, tempting taste and tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge in the moment. This positive imagery is associated with happy, cheerful and special times with friends.

RGB 200 ml, 300 ml,

PET 500 ml, 1.5 L, 2L

Can 330 ml

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World's favorite drinks, the most valuable brand and the most recognizable word across the world after OK. COCA-COLA returned to India in 1993 and over the past ten years has captured the imagination of the nation, building strong associations with cricket, the thriving cinema industry, music etc. Coca-Cola has been very strongly associated with cricket, sponsoring the World Cup in 1996 and various other tournaments, including the Coca-Cola Cup in Sharjah in the late nineties. Coca-Cola's advertising campaigns Jo Chaho Ho Jaye and Life ho to Aisi were very popular and had entered the youth's vocabulary. In 2002, Coca-Cola launched the campaign "Thanda Matlab Coca-Cola" which skyrocketed the brand to make it India's favorite soft-drink brand. In 2003, Coke was available for just Rs. 5 across the country and this pricing initiative together with improved distribution ensured that all brands in the portfolio grew leaps and bounds. Coca-Cola had signed on various celebrities including movie stars such as Karishma Kapoor, cricketers such as Srinath, Sourav Ganguly, southern celebrities like Vijay in the past and today, its brand ambassadors are Aamir Khan and Hrithik Roshan.

RGB 200 ml, 300 ml 1000ml

PET 500 ml, 1.5 L, 2L

Can 330 ml

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Lime n' lemony Limca , the drink that can cast a tangy refreshing spell on anyone, anywhere. Born in 1971, Limca has been the original thirst choice, of millions of consumers for over 3 decades. The brand has been displaying healthy volume growths year on year and Limca continues to be the leading flavors soft drink in the country. The sharp fizz and lemony bite combined with the single minded positioning of the brand as the ultimate refresher has continuously strengthened the brand franchise. Limca energizes refreshes and transforms. Dive into the zingy refreshment of Limca and walk away a new person.

RGB 200 ml, 300 ml, 1000 ml

PET 500 ml, 1.5 L, 2L

Can 330 ml

Diet Coke was born in 1982 and quickly became the No. 1 sugarfree drink in diet-conscious America. Known as Diet Coke in the U.S., Canada, Australia and Great Britain, and as Coca-Cola light in other countries, it's now the No. 3 soft drink in the world. It's the drink for people who want no calories, but plenty of taste. Ad

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campaigns around the world for Diet Coke share a playful, sophisticated and funloving attitude. Can 330 ml

Maaza was launched in 1976. Here was a drink that offered the same real taste of fruit juices and was available throughout the year. In 1993, Maaza was acquired by Coca-Cola India. Maaza currently dominates the fruit drink category. Over the years, brand Maaza has become synonymous with Mango. This has been the result of such successful campaigns like "Taaza Mango, Maaza Mango" and "Botal mein Aam, Maaza hain Naam". Consumers regard Maaza as wholesome, natural, fun drink which delivers the real experience of fruit. The current advertising of Maaza positions it as an enabler of fun friendship moments between moms and kids as moms trust the brand and the kids love its taste. The campaign builds on the existing equity of the brand and delivers a relevant emotional benefit to the moms rightly captured in the tagline "Yaari Dosti Taaza Maaza".

RGB

Tetra pack

PET 34

250 ml

200 ml

1.2 L

Worldwide Sprite is ranked as the No. 4 soft drink &is sold in more than 190 countries. In India, Sprite was launched in year 1999 & today it has grown to be one of the fastest growing soft drinks, leading the Clear lime category. Today Sprite is perceived as a youth icon. Why? With a strong appeal to the youth, Sprite has stood for a straight forward and honest attitude. Its clear crisp refers hing taste encourages the today's youth to trust their instincts, influence them to be true to who they are and to obey their thirst.

RGB 300 ml

PET 500 ml, 1.5 L, 2L

Can 330 ml

Orange juice with real orange pulp with this slogan, Coca cola launched its minute maid brand of orange juices for the first time in the country at Hyderabad. Though Coca cola India had in its 35

portfolio the highly successful Maaza brand in the juices segment (which it got from the chouhans), this is the first time the company is introducing some of the products from its own Minute maid portfolio. The roll out of the naturally refreshing orange beverage with real pulp has been designed to extend the Companys market leadership in the juice segment and with this launch; it is expected to further extend its leadership.

PET 400ML,1.25 L

Water is thirst quencher that refreshes, life giving force that washes all the toxins away. A ritual purifier that cleanses, purifies, transforms. Water the most basic need of life, the very sustenance of life, a celebration of life itself. The importance of water can never be understated. Particularly in a nation such as India where water governs the lives of the millions, be it as part of everyday rituals or as the monsoon which gives life to the sub-continent. Kinley water understands the importance and value of this life giving force. Kinley water thus promises water that is as pure as it is meant to be. Water you can trust to be truly safe and pure. Kinley water comes with the assurance of safety from the Coca-Cola Company. That is why we introduced Kinley with reverse-osmosis along with the latest technology to ensure the purity of our product. That's why we go

36

through rigorous testing procedures at each and every location where Kinley is produced. Because we believe that right to pure, safe drinking water is fundamental.

Kinley water 500ml, 1L

Soda 1L

In the company's journey towards the vision 'leading the beverage revolution in India', now even Garam matlab Coca-Cola A hot new launch from Coca-Cola India Georgia, quality tea and coffee served from state of the art vending machines is positioned to tap into the nations biggest beverage category. Georgia, which promises a great tasting, consistent, hygienic and affordable cuppa is available in a range of 7 sizzling flavors, adrak, elaichi, masala and plain tea cappuccino, mochaccino and regular coffee. Georgia is currently in the roll out stage after a successful launch in Delhi & Kolkata. 37

Georgia aims to become the consumers preferred choice of hot beverage when he is on the go; the brand is well on course to achieving its vision. While Georgia is a mass market offering, Georgia Gold is the premium brand which caters to the connoisseur. Made from freshly roasted and ground coffee beans, Georgia Gold is delicious tasting aroma with the tantalizing aroma of fresh coffee. Currently available exclusively at McDonalds outlets across the country Georgia Gold has driven coffee sales through the roof. The success of hot beverages from Georgia Gold has resulted in extension into the cold category, with the introduction of Ice Tea and Cold Coffee.

BCG (BOSTON CONSULTING GROUP) APPROACH

In the BCG approach, a company classifies all its Bus according to the growth share matrix. Coke is one of the main product lines of the Coca Cola Company. It is the one which is giving maximum revenues to it by different products in this line. Here we have classified some of its major products in the BCG matrix on the basis of their fame and liking of the people.

38

39

40

Stars - Coke, Limca

? Kinley, Diet coke, Sprite, Nimbu fresh, Pulpy orange

Cash cows - Fanta, Thumps up

Dogs - Kinley soda

Michael Porters Five Force Analysis

SWOT ANALYSIS

41

SWOT analysis is a basic, straightforward model that provides direction and serves as a basis for the development of marketing plans. It accomplishes this by assessing an organizations Strength (what an organization can do) and Weakness (what an organization can not do) in addition to Opportunities (potential favorable conditions for an organization) and Threats (potential unfavorable condition for an organization). SWOT analysis is an important step in planning and its value is often underestimated despite the simplicity in creation. The

Better network covers whole of the city. Brand recognition brand image among customers Product availability coca cola has distributors all over India so the product is regularly supplied to its outlets, Maximum market share Brand equity high equity in the market. Advertisement policy CocaCola Company endorsed with famous personalities like Aamir Khan, Hrithik Roshan, Akshya Kumar, Priyanka Chopra, Kareena Kapoor and many more. Bottling plants there are 29 bottling plants in India. These plants are company owned and not franchised like Pepsi. Promotional schemes to activate sales company is providing Umbrellas, Chairs, Tables, racks, flanges, visicooler & glasses. People Reliance on Quality of our Product and Brand. Knowledge Regarding Competitor Hardworking Staff & Distributor

role of SWOT analysis is to take the information from the surrounding and separate it form internal issues (strength and weaknesses) and external issues (opportunities and threats). SWOT analysis assists the firm in accomplishing its objectives (strength or opportunity) and overcoming the obstacles (weakness or threats).

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STRENGTH

Greater opportunity in rural areas where coca cola CAN gain a substantial base. Company should give more number of schemes. Improvement in distribution channel. Retailers interested in short term gains. 70% of total population lies in rural area, and Customer feedback system is not effective. Product penetrationof soft drink is only 12% market availability Distributors give products to specific retailers only whenof increasing hence there is greater scope they have limited due to low production. revenue of the coca cola company. Covering not available. CANS are greater institutional areas as younger generation gets much fascination coca such This year Pepsi giving hard time toout of cola due beverages to strong relationship with retailers. Coca cola can create more monopoly outlets by Coca-Cola giving less schemes and incentives to giving heavy discounts as brand image and its retailers then Pepsi. quality speaks itself. Customer demand is augmented day by day, Opening new outlets in convent schools, Hotels which is not satisfied well on time. and multi activity for irregular visit Retailers complainchannels ,as moreof urbanization distributors. Improvement in distribution channel and Promotional schemes Schemes are not in

bottling to all availableplant. retailers. In the present scenario can come up with more verities in the fruit drink along with more flavours.

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WE A K N E SS E S

THREATS

Health conscious people are boycotting soft drinks. Threat from Competitors as they give offers at cheaper rates than coca cola. Its too seasonal Preference of juices and energy drinks over cold drinks May lose the market share to its competitor, if they dont look upon the demands of retailers who ultimately sell product to the end customer. Impulse customers bye what ever is in the offer, so company should give offers regularly Retailers are more inclined towards Pepsi as better services and good

Future Plan

relationship are being made by them. Lack of adequate new trends.

OP

TY UNI T POR

COMPETITOR ANALYSIS

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MARKET SHARE (Brands) -------

BRANDS(Top 7) Coke Pepsi Diet Coke Diet Pepsi Dew Sprite Cadbury (dr. pepper)

2009 17.0 9.9 9.9 5.6 6.7 5.5 6.1

2008 17.3 10.3 10.0 5.7 6.8 5.6 6.1

2007 17.2 10.7 10.0 6.0 6.6 5.6 5.9

2006 17.3 11.0 9.8 6.0 6.6 5.7 5.8

Sale of (CSD) Carbonated Soft drinks Cases (in billions) The volume of the U.S CSD business declined -2.1% in 2009, to a total of 9.4 bil cases. That is somewhat better than the -3% decline in 2008. The CSD category last grew in 2004 as shown in FIG. It was down in -2.3% in 2007. With the volume declines of the last five years, the categorys volume is back down to about where it was in 1996, eliminating years of growth.

45

Coca-Cola and Pepsi both lost share and volume last year. Cokes CSD volume was down -3.9% worse than in 2008 when it was down -3.1%. PepsiCo was down -5%, worse than its 2008 -4% result. However, Dr Pepper posted a CSD volume increase of +4.8% after being down -1.3% 2008.

Regular Pepsi and Diet Coke moved into virtue tie, each with a 9.9 share. Its shows Pepsi with about 100,000 more cases than Diet Coke, but that incorporates some numerical rounding, so they are essentially tied, as 100.000 case difference amounts to 0.001%. The two big colas- Coke and Pepsi continued to deteriorate, with coke 46

down -4% and Pepsi down -5.5%. Pepsi fell below 1bil cases in 2008, for the first time in decades.

DIRECT COMPETITOR COMPARISON COKE (KO) 120.64B 92,800 5.40% 30.99B 64.22% 9.78B 27.57% 6.82B 2.930 17.85 PEPSICO 102.49B 203,000 4.50% 43.23B 53.51% 9.60B 18.69% 5.94B 3.7700 16.86

Market Cap Employees Rev. Growth Revenue Gross Margin EBITDA Operating Margins Net Income EPS PE

Particulars Current Assets Cash & Cash Equivalents Short term Investments Net Receivables Inventory Other Current Assets Total Current Assets Fixed Assets Long Term Investments Property Plant & Equipment Goodwill Intangible Assets

Comparative Balance Sheet Dec-08 Dec-09 Absolute Change 4701000 278000 3090000 2187000 1920000 17551000 5779000 8326000 4029000 8476000 6959000 2192000 3758000 2354000 2226000 12176000 6755000 9561000 4224000 8604000 2258000 1914000 668000 167000 306000

% change 48.032 6.88 0.216 0.076 0.159

976000 1235000 195000 128000

0.168 0.148 0.048 0.0151 47

Other Assets Total Assets Current Liabilities Accounts Payable Short Term Debt Other Liabilities Total Current Liabilities Long Term Debt Other Liabilities Deferred Long Term Liability Charge Monthly Interest Total Liabilities Stockholders Equity Common Stock Retained Earnings Treasury Stock Capital Surplus Other Stock hold Equity Total

1976000 40519000

1733000 48671000

-243000

-0.1402

6152000 6531000 305000 12988000 2781000 3401000 877000 20047000

6921000 6800000 13721000 5059000 2965000 1580000 547000 23872000

796000 269000

0.125 0.0411

2278000 436000 703000

0.8191 0.218 0.801

880000 38513000 -2.4E+07 8537000 -2674000 40519000

880000 41537000 -25398000 7966000 -757000 48671000

3024000 -571000

0.0785 -0.0716

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Trend Analysis
Year Dec-07 Current Assets 12105000 % 100 IBT 7873000 % 100

Dec-08

12176000

100.59 7439000

94.487

Dec-09

17551000

144.99 8946000

113.63

Ratio Analysis
1. CURRENT RATIO Current Ratio = Current Assets/ Current Liabilities

49

Current ratio is used to measure the short term financial solvency of a company ie. whether the company is able to meet its short term liabilities or not. A current ratio of 2:1 is generally considered satisfactory. Thus, from the above graph we can interpret that the short term solvency position of the company is fair. 2. QUICK RATIO Quick Ratio = Liquid Assets/ Current Liabilities Liquid Assets = Current Assets stock Prepaid expenses

Quick or Acid Test or Liquid Ratio helps the company to assess its short term financial position in a better way. It measures the firm's capacity to pay off current obligations immediately and is more rigorous test of liquidity than the current ratio A liquid ratio of 1:1 is generally considered acceptable. Thus, from the above graph we can interpret that the short term liquidity position of Coke is fairly good but still not satisfactory as the ratio should be 1:1

3. NET PROFIT RATIO Net Profit Ratio = Net Profit/ Net Sales *100 Net Profit= Gross profit + operating & non-op. incomes - Non-op. expenses 50

Net Profit Ratio indicates net margin earned on sales in terms of percentage. NP ratio is used to measure the overall profitability and hence it is very useful to proprietors. This ratio also indicates the firm's capacity to face adverse economic conditions such as price competition, low demand, etc. Obviously, higher the ratio the better is the profitability. Overall the companys profitability position is reasonably fair.

4. OPERATING RATIO Operating Ratio = Operating Cost/ Net sales * 100 Operating Cost = Cost of Goods Sold + Operating Expenses

Operating Ratio measures the operating cost of the concern in terms of percentage of sales. Operating ratio shows the operational efficiency of the business. Lower operating ratio shows higher operating profit and vice versa.

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PROJECT

MARKET STUDY ON 300ML SKU

52

300 ML RGB (RETURNABLE GLASS BOTTLE)

History of Contour bottle design The equally famous Coca-Cola bottle, called the "contour bottle" within the company, but known to some as the "hobble skirt" bottle, was created in 1915 by bottle designer Earl R. Dean. In 1915, the Coca-Cola Company launched a competition among its bottle suppliers to create a new bottle for the beverage that would distinguish it from other beverage bottles, "a bottle which a person could recognize even if they felt it in the dark and so shaped that, even if broken, a person could tell at a glance what it was. Chapman J. Root, president of the Root Glass Company, turned the project over to members of his supervisory staff, including company auditor T. Clyde Edwards, plant Superintendent Alexander Samuelsson, and Earl R. Dean, bottle designer and supervisor of the bottle molding room. Root and his subordinates decided to base the bottle's design on one of the soda's two ingredients, the coca leaf or the kola nut, but were unaware of what either ingredient looked like. Dean and 53

Edwards went to the Emeline Fairbanks Memorial Library and were unable to find any information about coca or kola. Instead, Dean was inspired by a picture of the gourd-shaped cocoa pod in the Encyclopedia Britannica. Dean made a rough sketch of the pod and returned back to the plant to show Mr. Root. He explained to Root how he could transform the shape of the pod into a bottle. Chapman Root gave Dean his approval. Faced with the upcoming scheduled maintenance of the mold-making machinery, over the next 24 hours Dean sketched out a concept drawing which was approved by Root the next morning. Dean then proceeded to create a bottle mold and produced a small number of bottles before the glass-molding machinery was turned off. Chapman Root approved the prototype bottle and a design patent was issued on the bottle in November, 1915. The prototype never made it to production since its middle diameter was larger than its base, making it unstable on conveyor belts. Dean resolved this issue by decreasing the bottle's middle diameter. During the 1916 bottler's convention, Dean's contour bottle was chosen over other entries and was on the market the same year. By 1920, the contour bottle became the standard for the CocaCola Company. Today, the contour Coca-Cola bottle is one of the most recognized packages on the planet..."even in the dark!

Objectives of the study: The main objective of this study lies in studying and understanding Market which comprises of consumers and retailers perception and opinion about the product 300 ML RGB. 54

To find out competition provided by its competitors and the extra benefits or offerings or services provided by its competitors. Comparative analysis among brand packages.

Methodology
The selection of the research method is crucial for the conclusions as it affects what we have to say about the cause and factors influencing the project work. It was important to choose a research method which was within the limits of what could be done. Time, feasibility, ethics and availability to measure the phenomenon correctly were issues constraining the project work. Research was conducted in CHANDIGARH.

Instrument
TWO questionnaires was devised to carry out one for Consumers and other for Retailers

Sources of Data
1) Primary Sources The sample consists of students, employees, people on the streets and retailers. Various measurable factors were identified. Based on these variables, primary sources were identified. 2) Secondary Sources It was collected from the employees and HR of the company; they provided few editions of the annual magazines being published by Kandhari, which really helped in gathering the information.

QUESTIONNAIRE DESIGN

55

First of all for designing the questionnaire, there are scaling techniques available like: 1) Comparative Scales. a) Paired Comparison b) Rank order c) Constant Sum d) Other Techniques 2) Non Comparative Scales a) Continuous Rating Scales b) Itemized Rating Scales Likert Scale Semantic Differential Scale Staple Out of all these mentioned techniques for designing the questionnaire, I have opted for Comparative Scale Technique since this way it becomes much more easy for answering the questions and also the context in which the questions have been asked, gets delivered across to the other party easily. And thus we can analyze the responses in a better way. And to obtain the graphical view of the responses being generated, we have used the Bar graph and Pie chart analysis, since it also helped in doing justification to the responses being gathered from the sample, as it again clearly becomes visible that how much percentage of customers agree with which question being asked and thus accordingly a collective percentage of the participants, really helped us to gather/ conclude our findings in a more effective and an efficient manner

Method of Data Collection

Data collection means gathering information to address those critical evaluation questions that were identified earlier in the evaluation process. Data was collected by conducting opinion surveys by filling out questionnaires on paper and on internet.

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Data Collection:
The data was collected through survey. Consumers Number of consumers who were survey 100 Number of responses through email 25 Number of responses obtained by personal interview 75 Retailers Number of retailer who were survey through personal interview 100

Sampling
Sampling involves selecting units from a population of interest so that by studying the sample one can fairly generalize the results back to the population from which they were chosen. In the present course work, convenience sampling was used and an aggregate sample size of 100 consumers was considered.

Sampling technique
Sample Type: Non Probabilistic Convenience sampling was followed. Convenience sampling is used in exploratory research where the researcher is interested in getting an inexpensive approximation of the truth. As the name implies, the sample is selected as per the convenience Sample size: 100

Analysis and Discussion

The variables relevant for analysis of data were collected. Various analysis and interpretations have been shown in graphical and tabular form

57

Analysis of 300ML sku (Consumers)

This graph makes a distinction between the number of males and number of females with whom sampling was conducted. The percentage is almost the same in both categories.

This graph depicts the total number of consumers divided on the basis of the age group they belong to. The age of consumers included in the sampling activity ranged from 10 years. Accordingly the age groups 10 to 20, 20 to 30, 30 to 40, 40 to 50, 50 to 60 and 60 above.

1. Favorite soft-drink? a) Coca cola b) Pepsi c) others

The following graph denotes the feedback of consumers irrespective of the age group they belong to or their gender. This is an overall perception of the consumers towards their Favorite soft drink. Coke has larger share then Pepsi in Chandigarh.

I. If Coke which brand a) Thumps-up b) Sprite e) Limca c) Coca-Cola f) Fanta d) Maaza

It was found that out of 100 correspondences 47 of them prefer Coke.

58

From these 47 correspondences favorite brand of Coke was asked. The outcome of survey is shown in graph. Thumps is preferred by youth and Limca by all age group but more famous among old people

I. If Pepsi which brand a) Dew b) 7-up c) Pepsi f) Mirinda (orange) d) Slice e) Mirinda (lemon)

It was found that out of 100 correspondences 40 of them prefer Pepsi. From these 40 correspondences favorite brand of Pepsi was asked. The outcome of survey is shown in graph. Pepsi and Dew are most selling brands

If Pepsi, Have you ever tried coke product

YES / NO

i. If Yes, then what made you change over from Coke to Pepsi a) Taste d) Advertisement b) Flavor e) Brand loyalty c) Celebrity f) Availability

40 correspondences who said that their favorite soft drink is Pepsi were asked that have they tried Coke and all of them said yes, they were again asked what made them to choose Pepsi instead of Coke, common answer was taste. Advertisement also had great impact.

1. Which size you prefer more a) 200ml b) 300ml c) Pet bottle (500ml) 59

d) Pet bottle (2L)

e) Can

From 100 respondent 43 people like pet bottle and 28 people like 300ml 8 people preferred cans and rest 2l and 200ml.Pet bottles are more famous among youth. According to survey done Pie chart shows which brand package size are preferred by consumers 1. Do you think rate of 300ml bottle which is available at Rs.12 is worth it? a) Yes b) No

Out of 100 People 53 people said the rate of 300ml is more then what it should be keeping in mind the inflation rate and 47 people said yes rate of 300 ml is fine and 300ml RGB has 85% share in market when compared with 200ml RGB, it clearly shows that people want more while they want to spend less money. 1. Do you find the display attractive of a) Coke b) Pepsi c) Same

37 people think that Pepsi display is more attractive than Coke display and 34 said Coke display is better and 29 said both are same neck to neck. From this it can be seen that companies spend lot of money in advertisements.

1. Source of supply of soft drink a) Grocery store b) Confectioneries c) Eating & drinking d) Others

It was found that source of supply of soft drinks is more from convenience than grocery store or eating & drinking hubs. It shows that there are more

60

convenience store in Chandigarh, it is found that mostly grocery shop only keep Pet bottles, they avoid RGB was it require lots of attention. 1. Have you ever experience that, you asked for the Coke product and vendor supplied you with Pepsi product a) Yes b) No

Out of 100 respondents, it was coincidence that 50 people said YES and same number of people said NO. From this it can be concluded that mostly vendors sell those things which consumers doesnt ask for i. If yes, did you buy that Pepsi product a) Yes b) No

50 persons said that it happened with them that when they had asked for Coke product and vendor supplied with Pepsi product in that case another question was asked

Did they buy that product? 36 people said YES they bought and 16 dont. This shows the brand loyalty of 16 people with Coke.

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1. Choose ONE you like most out of given TWO:

Following are the answer given by 100 respondents as they have to choose one out of two given. Respondents choose which they liked the most. With this it can be analyze, Brands of both companies has direct competition with each other like Maaza competitor is Slice, Limca competitor is Mirinda Lemon likewise Fanta with Mirinda orange, Sprite with 7-up and Coke with Pepsi

Analysis of 300ML sku (Retailers)

1) TYPE OF SHOP: a) Grocery b)Convenience c) Eating & Drinking

In survey almost equal number of types of shops are covered, so that it will not favor any question that been asked to any particular type of shop. 100 RGB Retailers has been surveyed. From this it is analyze that convenience shops are more in Chandigarh than other two types of shops.

1) Which package sells more: a) 300ML b) PET c) SAME

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 From 100 RGB retailers it was asked which package sells more in your shop, it was found that Pet bottles and Rgb almost sells equal in city. RGB sells more because Pet bottle mostly used in household and Rgb sells more at E&D and convenience, these types of shops are more in the city. 1) Which 300ml RGB brand you are more satisfied to sell? a) Pepsi b) Coca cola c) Same

50 retailers out of 100 are more satisfied to sell Coke then Pepsi and 30 retailers are inclined towards Pepsi and 20 are satisfied with both. This shows that demand of coke is more thats why vendors are satisfied or in these 50 monopoly or discounted outlets are there of coke.

I. If PEPSI, why? a) More margin/schemes than coke b) Services d) Supply c) Brand loyalty

Out of 30 those who are satisfied with 300ml Rgb of Pepsi were asked why Pepsi? 17 of them said more margin then Coke 13 are more satisfied with Pepsi services than which Coke offered. 1) Reaction towards 300ml RGB, are you happy to sell? a) Satisfied b) Mix response c) Not satisfied

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 Out of 100 retailers only 47 are satisfied which less than 50% of total outcome. Retailers are facing many problems by selling glass bottle. They prefer to sell Pet bottles instead of glass bottle. Glass bottle require lots of maintenance and it is also quite expensive to refill glass bottle for companies. I. If Not satisfied, what problems you are facing? a) Margin is less then Pet bottles b) Breakage / Replacement problem c) d) Space problem e) Change

Sometime you need stock but due to empty cant buy it

Space problem is mostly faced by grocery store; they are more interested in pet bottles. Pet bottles also give more margins and there are no issues of empty and breakage is also minimized 1) Do you think 300ML RGB should be replaced with 300ML Pet bottle? Yes No Through internship I came to know about the problems that are being faced by vendors regarding 300ml Rgb. So I think of if glass bottle being replaced by pet bottle

1) Do you think rate of 300ml bottle which is available at Rs.12 is worth it? a) Yes b) No

74 retailers think the rate of 300ml Rgb bottle which is available at Rs.12 is worth it keeping in mind the scenario of inflation rate and rest 26 think that it is not worth it.

Details of actual work undertaken

Coca cola has its own management system which is a major tool that helps management in problem solving and framing marketing strategy. 64

Followings are done in CHANDIGARH during INTERNSHIP of 3 months.

Route Ridding was the first thing done during 3 months of internship. In route riding the task was to go along with salesman in truck, the main motive of route ridding is to see how orders being taken from vendors and different schemes being told by salesman, schemes changes daily. Through route ridding it came to know that outlets are classified in two categories which are as follow -:

OUTLETS

Consumption

Volume

Based on Consumption pattern

E&D: - This stands for Eating & Drinking outlets. Generally all the RESTUARANTS, HOTELS, FAST FOOD come under this. 65

GROCERY: - This is a part of merchandising. Generally all the GENERAL stores and GROCERY shops comes under this category. CONVENIENCE: - Includes outlet which are small stores or shops, generally accessible locality. There are often located along side busy roads. It includes STD, PAN, CONFECTIONERY shop etc.

Based on volume pattern

DIAMOND: - Those outlets are known as Diamond outlets where the annual sale of Coca cola soft drinks is more than 800 crates. GOLD: - Those outlets are known as Gold outlets where the sale is in between 500 crates to 800 crates per annum. SILVER: - Those outlets are known as Silver outlets where the sale is in between 200 to 499 crates per annum. BRONZE: - Those outlets are known as Bronze outlets where the sale is less than 200 crates per annum.

66

In three months internship another task was given to create market for 200ml bottle i.e. CHOTA COKE. Task was to go to vendors, tell them about the availability of the product is there, which was not there earlier, and to convince the retailer to buy 200ml coke. Strategies where made to sell 200ml coke, different scheme were given Some areas surrounding Chandigarh are AMC, AMC are the area like villages, colonies etc. where lower middle class people resides. These area are operated by distributors not directly by FOBO. 67

No. of shops visited 15

Order taken 200ml coke 14 cases CAN 6 cases

Following data show the order taken from the vendors in Manimajra an AMC.

These above orders were mainly in consideration of 200 ml and Cans, as it was told that the orders from this AMC are not there regarding 200ml and cans.

This was another task that was given on every Fridays and Saturdays in a week. In this, task was to go along with MD (Market developer) and check out each outlet under the area of Market developer. Main motive of market impacting are as follow To see that if all products are available at that particular outlet or not, If not then products are being made available to vendors. To see Visi-cooler is at prime location or not Products are arranged in COLAGE in Visi-cooler, Sequence of COLAGE is COKE, Thumps-up, Limca, Sprite, Fanta, Maaza, and Minute-maid. Any problem being faced by him regarding stocks and services.

This was another very interesting task that was given. Main motive was to open new outlets. In this Visi-cooler i.e. SGA (Sales Generating Asset) was to be provided to the new outlet. Main focus for opening new outlet was not any shop or restaurant. New outlet should be open at the fuel pumps in Chandigarh. SGA should be given to the fuel pumps. 68

What I observed was many fuel pumps has their own food court or it was company owned. There are 22 fuel pumps in Chandigarh out of which 7 of them were convince to sell Coca-Cola products and SGA were given to them.

Development/ Improvement/Complaints Performa were made for the vendors. In this all the complaints were registered which were facing by the outlet owners; this was done to improve the services of Coca-Cola and to make development. It was found that majority of share is of Coke in Chandigarh nearly 60% and strangely same percentage of owners i.e.60% are not satisfied with Coke, they have complaints moreover they are happy to sell Pepsi instead of Coke. They just keep Coke because of consumer demand else they are not satisfied. Rests 40% who are satisfied are either monopoly counter of Coke or Discounted outlets or has good relationship with the salesman. Through this it was found that services of Pepsi are far better than Coke and margin is also little higher in case of Pepsi. Mostly complaints of Outlets are as follow: Replacement was not done of breakage, expired products, regarding Quality. Margin is high in case of Pepsi as compare with Coke. Stock of each brand packs are not available or given to specific outlets. Visi-cooler problem not working well or require bigger Visi-cooler as formalities has been done still nothing done. Schemes were not given to them.

EDSR was to get how much stock does the particular outlet has. In this to get the mobile number of the owner so that daily message being send to the owner regarding the Schemes, in Coke schemes changes everyday. It also helps to compare the stock between Coke and Pepsi available at outlets. Below is Performa which was needed to be filled up:69

SECTORDATEOutlet name Phone no. Visi Ko Pc Empty RGB Ko Pc 500 Pet Ko Pc

EDSR 2L PET Ko Pc Soda Pet Ko Pc Cans Ko Pc Water Ko Pc

Performa need to be filled in numbers that how much stock does outlet has. KO Coca-Cola PC Pepsi

Presell order was to get order one day prior of the delivery. Orders were taken from the vendors one day before and delivery was given next day. This was done because vendors were facing problems regarding the brand package size that are not available when they want. Orders were taken of all brand packages with main focus on Cans and Juices. There were shortages of Cans, only some parts of the city are being supplied with Cans. Vendors always gave complaint regarding stock, whether they required or not. So this problem was solve out through presell order.

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Findings of the Study

In the due course of time of project, which lasted for 8 weeks, I got the chance of visiting to many outlets and also interact with each and every person of those outlets in Chandigarh. By formal interaction with the dealers and retailers, I got to know many things from the outlets. In this particular city Coca cola has larger share than Pepsi. But there are few mixed outlets too, so to increase the market share of Coca cola it should tap all the mixed outlets. About 60% of market is owned by it, yet more is expected to be achieved Share of 300ML in restaurants and hotels of Chandigarh is 69% whereas 2L share is 21%; 500ml pet has 6% and cans have 4%. Distribution channel is effective at present but in long run it needs to be upgraded. Retailers in Chandigarh comes under direct operations and retailers in small town in surrounding areas of Chandigarh comes under indirect operations The major competitor PEPSI is getting the market aggressively through its services and high margin issues. Retailer in some area revealed that they are not getting schemes i.e. distributors are not providing schemes properly, basically in rural areas. Minute maid Nimbo Fresh and 200ml RGB brand packages are getting popularity.

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Recommendations

I strongly believe that RGB(refill glass bottle) should be replaced with Pet bottles of same size because it will solve out all the problems which are as follow :I.For Retailers a) Breakage b) No empty bottles required to fill carat c) No extra space required to keep the carat outside shop I.For Company a) To carry the empty carat back to manufacturing unit to refill again b) Cost will be reduced Pet bottle are cheaper than Glass bottle c) Process of rinsing and washing RGB bottle again will be eliminated which will lead to less wastage of water. Services of Pepsi are far better than Coke, good relationship with vendors, solving any problem with in no time should be done Due to the current prices, an eyebrow raiser for some, the product could be sold in packs of 2 or more and there could be a price reduction. New flavors can be introduced into the market as early as possible consumers were eager to know if the drink would come in more flavors, health drinks like milk proteins content soft drink can be invented Younger generation are more interested in soft drinks ,so new openings in institutional areas should be increased 72

 Use some proper methodology to provide the information about the schemes directly to the retailers. Company has to try to sort out the personal misunderstandings between distributors and retailers.

Limitations
Time and cost constraints were also there. A Samples size of 100 has been use due to other work also done regularly which was given to us by company. The time period of study was only for three month so it was not possible to cover all the areas and go into the depth of the problem and make analysis. Chances of some biasness could not be eliminated. Lastly, some amount of error exists in the data filling process because of the following reasons. Influence of others. Misunderstanding of the concept. Hurried filling of the questionnaire.

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References & Bibliography

Websites Visited:

http://www.thecoca-colacompany.com http://www.coca-cola.com http://www.ko.com http://www.google.com http://www.wikipedia.org

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Annexure Questionnaire of consumer

Name of the respondent Gender: a) Male Marital status: Age: a) 10-20 b) Female a) Married b) 21-30 b) Single c) 31-40 d) 41-50 e) 51-60 f) >60 d) Postgraduate b) Intermediate (+2) c) Graduate

Education: a) School going

Occupation: a) Self employed b) Govt. Employee c) Non Govt. employee e) Student f) Others Monthly Income: a) 5000-15000 b) 15,001-30,000 c) 30,001- 45000 d) 45000 < 1. Favorite soft-drink? a) Coca cola If Coke which brand a) Thumps-up f) Fanta If Pepsi which brand 75 b) Sprite c) Coca-Cola d) Maaza e) Limca b) Pepsi c) others

a)

Dew

b) 7-up

c) Pepsi

d) Slice

e) Mirinda (lemon)

f) Mirinda (orange) If Pepsi, Have you ever tried coke product Pepsi a) Taste d) Advertisement a) Taste Pepsi d) Favorite celebrity endorsing Pepsi 1. Which size you prefer more a) 200ml d) Pet bottle (2L) b) 300ml e) Can c) Pet bottle (500ml) e) Bad publicity b) Flavor e) Brand loyalty c) Celebrity f) Availability c) Brand loyalty with YES / NO

i. If Yes, then what made you change over from Coke to

i. If No, Any specific reason for not trying Coke product? b) Non-Availability

2. Do you think rate of 300ml bottle which is available at Rs.12 is worth it? a) Yes b) No

3. Which will you prefer more a) 300 ml for Rs12 b) 200 ml for Rs10

4. Do you find the display attractive of a) Coke b) Pepsi c) Same

5. Source of supply of soft drink a) Grocery store others b) Confectioneries c) Eating & drinking d)

6. Have you ever experience that, you asked for the coke product and vendor supplied you with Pepsi product 76

a) Yes

b) No

i. If yes, did you buy that Pepsi product a) Yes b) No 1. Choose ONE you like most out of given TWO: a) Coca-Cola a) Sprite a) Fanta b) 7-up b) Mirinda (orange) a) Limca a) Maaza b) Pepsi b) Mirinda (Lemon) b) Slice

a) Thumps-up

b) Mountain dew

Questionnaire for Retailers

1) OUTLET NAME: SECTOR: TYPE OF SHOP: a) Grocery b) Convenience 1) Which package sells more: 300ML PET 1) Which 300ml RGB brand you are more satisfied to sell? a) Pepsi b) Coca cola c) Same 77

c) E&D 1 d) E&D 2

If PEPSI, why? More margin/schemes than coke Brand loyalty Services Supply 1) Reaction towards 300ml RGB, are you happy to sell? Satisfied Mix response Not satisfied a) If Not satisfied, what problems you are facing? Margin is less then Pet bottles Breakage problem Space problem Change Sometime you need stock but due to empty cant buy it 1) Do you think 300ML RGB should be replaced with 300ML Pet bottle? Yes No 1) Do you think rate of 300ml bottle which is available at Rs.12 is worth it? a) Yes b) No

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