INDEX

Introduction Company Profile Problems Of the Company History Of the COCA-COLA Company Important Landmark Of Company Organisational Structure Introduction Of the brand Description Of Products Sales & Distribution Objective Of Sales Management Distribution Network A Total System Approach to Distribution Services Major Players And Major Shares SWOT Analysis Objective Of The Study Research Methodology Analysis And Interpretation 1 4 6 7 12 13 14 17 24 25 28 33 36 40 42 46 49 53

Findings Limitations Suggestions Conclusion Bibliography Annexure

66 68 72 76 79 82

EXECUTIVE SUMMARY

I have done my summer training in Coca-cola beverages Pvt. Ltd, which gives me a nice and real life experience of the corporate world. I have been assigned a research report Analyze the market share of Coca-cola. I have analyzed the retailers awareness about coke and their expectation from it. The following project starts with an idea regarding perception the retailers & customer. The project contains feedback & perception the retailer through Bar chart, Pie chart regarding coke and its products line as its positive & negative aspect. The compilation is followed by survey, its analysis and at the end recommendation that could help coke to get competitive advantage over its rivals.

INTRODUCTION TO THE COMPANY

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John Smyth first introduced the refreshing taste of Coca-cola in Atlanta. It was may of 1886 when the pharmacist caramel syrup in a three lagged brass kettle in his backyard. He first distributed the new product carrying Coca-cola in a jug down the street to Jacobs Pharmacy. For five cents, consumer could enjoy a glass of Coca-Cola at the soda fountain. Whether by design or accident carbonated water was teamed with the new syrup producing a drink that was proclaimed Delicious And refreshing.

Dr. Pemberton partner and bookkeeper frank M Robinson suggested the name and panned Coca-cola in the unique flowing script that is famous worldwide today. Mr. Robinson through the two C,S would look well in advertising

By 1886, sales of Coca-cola averaged nine drinks per day. That first year, Dr Pemberton sold 25 gallons of syrup, shipped in bright red wooden kegs. Red has been a distinctive color associated with the No-1 soft drink brand ever since. For his effort, Dr Pemberton grossed $50 and spent $73.96 on advertising.

In 1891, Atlanta entrepreneur, Asia G. Candler had acquired complete ownership of the Coca-cola business. Within four year, his merchandising flair helped expand

Consumption of the Coca-cola every state and territory. In Coca-Cola Company was sold to group of investors for $25 million. Robert W Woodruff became president of Coca-Cola in 1923 and his more than six decades of leadership took the business to unrivalled heights of commercial success making Coca-cola and institution the world over.

COMPANY PROFILE

The Cola-cola company is the worlds leading manufacturer and distributors of non-alcoholic beverages concentrates and syrups, with world headquarters in Atlanta, Georgia. The company and its subsidiaries in nearly 200 countries around the world manufacture and sell over 230 other company soft drink brands. By contract with the Cola-cola company and its local subsidiaries, which employs nearly 34,000 people around the world, local businesses are authorised to bottle and sell company soft drinks within the local boundaries and under conditions that ensure the highest standards of quality and uniformity.

Companys objectives
Companys mission must be turned in to specific objectives for each level of management in a system known as management by objectives the most common objectives are: Profitability 1. Sales growth 2. Market share 3. Improvement
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4. Risk Diversification 5. Innovation 6. Satisfy the customer

Company Goals
Finally the company goals are: 1. To earn maximum profit. 2. To maintain quality of the product best distribution system. 3. To continuously increase their own share of percentage in soft drinks.

PROBLEMS OF THE COMPANY

The following problems are faced by the company: a) Inefficient distribution of coke. b) Changes competition faced by Coke through Pepsi. c) Market trend and about soft drinks. d) Dissatisfied retailers and problems faced by them.

HISTORY OF COCA-COLA COMPANY

In the year of 1990, over one hundred years after the soft drink was invented, the coca-cola Company opened up a museum like building which was designed to be a tribute to its famous soft drink product. It is also said to be a tribute to the countless number of consumers who drink Coca-Cola. The world of Coca-Cola, as it is called is located in Atlanta, Georgia right amidst the tourist district. And, its tribute to the soft drink is because it is so popular that it is now served daily in nearly two hundred countries.

Having the museum located in Atlanta is fitting because long before anyone had ever heard of Coca-Cola, a doctor by the name of Johan Stythe Pemberton, who was a druggist in Atlanta, mixed up his own concoction of medicinal syrup in May in the year of 1886, Dr. Pemberton used Africa.

Kola Nut extracts and coca leaves, which are both strong stimulants, in his potion. The result was Q thick caramel colored syrup. The purpose of the potion was to be an effective tonic which would help a person's brain and nerves function better.

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Dr. Pemberton's partner, a bookkeeper by the name of Fran M. Robinson, came up with the name of Coca-Cola for the syrup from the names of its two basic ingredients. Dr. Pemberton poured some of the Coca-Cola syrup into a jug and took it to Jacobs

Pharmacy in town. The pharmacy made Q fountain drink which mixed some of the Coca-Cola syrup with plain water. The drink was sold to customers for a nickel a glass.

True or not, it has been said that a customer came into the pharmacy one day complaining or a headache. He asked for a glass of Coca-Cola to be made with Carbonated water instead of plain water and the carbonated version of the soft drink was the born. The first year, in 1886, Dr. Pemberton sold twenty five gallons of his syrup which earned him total revenue of just fifty dollars. By the next year, because of h is poor health condition, he began to sell of f his company. Five years later, man by the name of As a G. Candler, had acquired total control of the Coca-Cola became a patented product in the United States. Its popularly would not stay within the United States for long, though, because in the year of 1906, Cola-Cola was bottled in Cuba and in Panama. Bottling
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operations were soon started in Haw all the next year, then in the Philippines, France, Belgium, Bermuda, Colombia, the Honduras, Italy, Mexico, Haiti, and Burma in later years. By the year of 1940, the famous soft drink was bottled in forty countries.

Advertising for the cola has included many product slogans including "The Pause That Refreshes", which was used in 1929, "Have A Coke and A Smile", which was used in 1979, and "Always Coca -Cola" which was used in 1993 when sales from this soft drink

Exceeded ten billion cases worldwide. In brief the history could be defined under following headings-

On may 1886, Atlanta druggist Dr. John stythe pemberton (former confederate officer) invented Coca-Cola syrup using melted sugar, water and other ingredients. It was marketed as a brain and nerve tonic in drugstores. Sales averaged nine drinks per day.

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 Frank M. Robinson, Pembertons's bookkeeper, was the person who suggested the name Coca-Cola" which was chosen because both words actually named two ingredients found in the syrup. They were the coca leaf and the Kola nut Robinson spelled Kola with a "C" to look better in advertising. The first year's gross sales were $ 50 and advertising costs were $ 73.96. The original formula included extracts of the African kola nut and coca leaves, Both strong stimulants. "Coca-Cola" was one of thousands of exotic patent medicines sold in the 1800's that actually contained traces of cocaine. One summer, in 1886, a customer walked into a drugstore complaining of a headache and requested a bottle of "Coca-Cola" syrup. To get instant relief, he asked the "soda jerk" to mix up a glass on the spot. Rather than walk to the other end of the counter in order to mix it with cold tap water, the clerk suggested using soda water. The man remarked it really tasted great, and soon after "Coca Cola" was in fizzy, carbonated form. "Coca-Cola" was first sold for 5$ a glass as a soda fountain drink, at Jacob's Pharmacy in Atlanta, Georgia.
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In 1888, Asa Griggs Candler bought the company from Dr. Pemberton. Later that same year Dr. Pemberton died by 1914, Candler had acquired a fortune of some $ 50 million. Baseball hall of farmer Ty Cobb, a Georgia native, was another early investor in the company. In 1891, Coca-Cola produced its first calendar. In 1894. Joseph A Biedenharn, owner of the Biedenharn Candy Company in Vicksburg, Mississippi, first bottled "Coca-Cola". By 1903, the use of cocaine was controversial and "Coca Cola" decided to use only "spent coca leaves". It also stopped advertising "Coca-Cola" as a cure for headaches and other ills. In 1919, after his death, Griggs Candler's family sold the interest in "Coca-Cola" to a group of businessmen led by Earnest Woodruff for $ 25 million. Woodruff was appointed president of "Coca-Cola" on April 28, 1923 and stayed on the job until.

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IMPORTANT LANDMARK OF COMPANY

1876 Johan steel pberston discovered the formula of coke, name given seven-x of its secret formula. 1882 1915 Coca-cola company established in Atlanta. Alex gender samulusus and Earl R_peassia of Indian rout glass company designed the present bottle of Coke and also it was the first patent bottle. 1950 1977 1991 Coca-cola started the operation in India. Coca-cola closed operation in India. Coca-cola came back in India and opened Britco foods company.

1992 1993

Coca-cola opened its first bottling plant in pune. Coca-cola brought all the parle product Thumps up, Limca, Citra, Gold-spot, Maaza at,$40 million. First time Coke introduced Coca-cola in Agra.

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ORGANISATIONAL STURCTURE

Managing Director

Production Manager

Sales Manager

Finance Controller

Assistant Manager

ABM

ABM

Sales Promoter

Sales Manager

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INTRODUCTION OF THE BRAND

BRAND PROFILE The company has six brand and all of them are manufacture at the Agra BOTTLERS. Each of the brands has its own flavors and contents. Having many profiles the customers vary the different segments of customer prefer different flavors. The brands of Coca-Cola are named as following. 1) COKE 2) THUMS-UP 3) MAAZA 4) SPRITE 5) FANTA 6) LIMCA 7) KINLEY (M. Water) 8) COKE DIET

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Product Features of Coca-cola & Pepsi

FLAVOUR COKE BRAND Coca-cola Cola Thums-up Coke diet Orange Lemon Clear lime Mango Fanta Limca Sprite Maaza Mirinda Mirinda lime 7up Slice PEPSI BRAND Pepsi Pepsi diet

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POPULAR PUNCH LINES OF COCA-COLA PRODUCT

Coca-cola

Thana mutlab Coca-cola Jo chahe ho jaye coca-cola enjoy

Thumps-up

I want my thunder Thumps-up taste the thunder

Limca

Take it easy Lime n lemoni limca

Fanta

Kuch bhi ho sakta hai,Masti ka apna taste

Maaza

Bottle me aam maaza hai naam.Yaari Dosti, Taaza Maaza

Sprite

Dikhawe pe mat jao apni akal lagao. Sprite bujhaye only pyaas, baki All bakwas

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Description of the products Coca-cola

THANDA MATLAB COCA- COLA JO CHAHE HO JAYE COCA-COLA ENJOY SAR UTHA KE PIYO Coke is strongest brand among all other brands, being sweet in taste and is world wide famous for its sweetness mixed with strongest. Some time ago there were changes made in old formulas but it was not accepted and company had to reintroduced the first one. At present in firozabad city it is a cash cow product of company. It is available in 1.200 ml bottle. 2.300ml bottle. 3.500ml bottle. 4.1.00ml bottle. 5.1.5 ltr 6.2 ltr

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Thumps-up
I WANT MY THUNDER" "THUMPS UP TASTE THE THUNDER" Thumps-up the other very famous product of cola flavour is thumps up it is a Parle product. But after the coca-cola took over Parle it is manufactured under the grade mark of coke only. It is also sweet in taste and strong in nature. Mostely preferred by young generation people and teenagers. Being Indian it is more popular,especially among males. It is famous as thunder drIn market it is available in different volume: 1. 200 ml bottle 2.300 ml bottle 3.500 ml bottle 4.200 ml bottle

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Limca
Just Take It Easy Limca is considered to be lemony in taste and comes under the category of cloudy lemon, because its true colour being similar that of clouds. It is less strong and is found to be a substitute of the lime water and is preferred as a light drink. After the introduction of the MIRINDA LIME by Pepsi it is now facing a competition and step should be taken to promote its sales. It has a 15%-18% share of the market. It is available in different volumes. 1.200ml bottle 2.300ml bottle 3.500+100ml bottle 4.2ltr.pet

22

Fanta
KUCH BH1 HO SAKTA HAI MASTI KA APNA TASTE Fanta is the popular orange flavour brand of coca-cola and is preferred by the children and women because of its sweetness and orange flavours. The colour of the drink is also orange and is less strong than the cola flavours. In the market it is available in. 1. 200ml bottle 2. 300ml bottle 3. 500+100ml bottle 4. 1.5 It pet 5. 2 It pet

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Sprite

"SEEDHI BAAT, NO BAKWASS, CLEAR HAI

Sprite is considered to be lime in taste and comes under the category clear lime. Sprite the other very famous product of coca-cola. It is also sweet in taste and strong nature. Mostely preferred by young generation. Sprite is considered to be lime in taste and comes under the category clear lime. Sprite the other very famous product of coca cola. It is also sweet in taste and strong nature. Mostely preferred by young generation. It is available in: 1. 200ml bottle 2. 300ml bottle 3. 500ml bottle 4. 1 It bottle 5. 1.5 It bottle 6. 2 It bottle

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Maaza

"BOTTLE ME AAM MAAZA HAI NAAM Mazza is mango pulp containing drink among the different segment of consumer. It is non accreted soft drink and is facing competition from juices like. 1. 200ml bottle 2. 250ml bottle 3. 500+1 00ml bottle 4. 1 It bottle 5. 1.5 It bottle 6. 2 It bottl

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KINLEY V/s AQUAFINA

The water business is far bigger than carbonated soft drink. It is leaving no stone unturned to scale up quickly tended to use a smaller size - 250ml to drive penetration. But not only does it cannibalize the 300ml. Float, it also offer very little margin at the current Rs. 10-12 pricing. But Coke's Kinley & Pepsis Aquafina have to contend with Ramesh chouhan's Bisleri. Which is discounting heavily to build volumes in the low margin business say's Pepsi's Sinha- "We will refrain from discounting in the water business" Kinley's on other hand is fighting Bisleri tooth and nail. The fight has all the making of a Cola war. As coke and Pepsi have shown, there is no clear winner in such battle.

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SALES & DISTRIBUTION

Sales are the cutting edge of any business operation it is part of that company. However big and small that meets the firms customer from home the business is derived the people, who are engaged in this acclivity meet customer and get information about the product or services which are been sold and provide feedback to the firm.

America market association has defined sales management as the blaming direction and control of selling personal including recruiting, selection, equipping, assigning, routing super visioning, paying and motivating as tasks apply to personnel sales force.

In the the world sales management is used by business to refers to the direction or supervision of salesman.

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Objectives of sales Management

Qualitative objectives: - (Short Term) To retain and capture Market share. To determine sales volume in ways that contributes to profitability. To obtain the account of given type. To keep personal expenses within specified limit. To secure targeted percentage of certain account of business. Qualitative Objective: - (Long Term) 1) To do the entire selling job. 2) To service existing accounts. 3) To search and maintain customers cooperation. 4) To assist the dealer in selling the product line. 5) To provide technical advice wherever necessary. 6) To assist in training of middlemen's sales personnel. 7) To provide advice and assist the middlemen. To collect and report market 8) Information of interest and use to the company management.

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A sales management looks after and manages a firm's personal selling function. Sales management deals with analysis planning organizing direction and control of the company's selling activities constitutes cycle shown below.

Analysis

Control

Organization

Planning

Direction

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Sales Management Cycle

Analysis:
This involves probing into the sales records of the company analysis and reports of sales people investigation of marketing trends and other environment factors.

Planning:
It involves setting objectives of the firms sales efforts, formation of sale strategies and policies in order to achieve those objectives.

Organization:
It involves determination of the structure of the sales force & delegation of authority which is supposed to be necessary to achieve the organization objectives.

Control:
It involves comparison of the actual with the desired results; find out reasons for deviation and taking corrective action accordingly.

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DISTRIBUTION NETWORK

31

A conceptual Approach:
Creating a customer and creating a product do not complete the process of marketing delivering the product to the customer is an equally important part of this process. This is referred to as "Distribution" in marketing parlance. As distribution affects a Company's sales, finance and turnover. Therefore a brief explanation regarding various aspect of distribution is required.

Definition:
It can be defined as the process of reaching the product to the consumers. It encompasses all the activities in the physical flow of products between producer and consumer.

Importance:

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Distribution provides place and time utility to products. In other words it makes the product available at the right time and right places. It enhances company's sale and its competitive position. Distribution also helps in the process of demand generation. It helps in building up an effective cost reduction by judicious management. It has to be dealt by keeping various factors. In soft drinks there is an advantage that the shelf life of product is almost one year compared to other where it is just one week or few months. Further it is a sector where producer has to reach the consumer unlike others.

Components:
Major component of the distribution network are as under: Distribution planning In plant water housing Transportation Field warehousing Receiving Handling
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 Inventory management Order processing Stock accounting Communication Accounting

Designing the system:

It includes the following steps.

Find out what is desired by the customers. Find out what the competitors do in this regard. Find out the peculiar features and specific requirements. Keep the cost system cost effective. The system should be flexible

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While managing a distribution network there are three key areas. They are as under: 1. Transportation Management. 2. Warehousing Management. 3. Inventory control Management. Transportation management involves decisions on: How much to move. When to move. Where to move. Mode of movement. While designing a warehousing system, it is necessary to raise and answer the following basic question relating to this flow. 1. How many warehouses should we have? 2. What should be the size or capacity of each of them? 3. Where should we locate them?

35

Effective management of finished product inventory is quite essential for running a business effectively and profitably. Inventory strategies and decisions become particularly important in business where inventory costs form a sizeable part of total marketing costs. The following are the main issues involved in the management of finishing product Inventories: 1. Correct identification of the functions performed by the inventories. 2. Working out strategies for keeping the inventories at the optimum level. 3. Establishment of the right relationship between inventory functions and inventory levels and they are by deciding the optimum level of inventory.

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A Total system Approach to Distribution

Through, we have seen that the different functions of distribution such as transportation handling warehousing and inventory management. Interact constantly with one another. As the functions are interdependent, the cost there of are also closely interrelated Very often one function subsides another. For example, if the firm is prepared to incur increased cost on transportation, it may be in position to reduce its inventory cost. This is so because under such a condition, the firm can use faster mode of transport and thereby reduce the level of inventory in the field warehouses. And the converse is also equally true. In the nature of things, the different functions of distribution need an integrated handling.

37

This means that in the nature of things, none of the distribution functions can be handled isolation. They have no separate identities. They need a high degree of coordination and common direction. If the functions are scattered, in an arbitrary manner among different departments of the company without common direction. Control would get fragmented and effectiveness would be adversely affected. In fact under such a situation, the very objectives of distribution get fragmented and distorted. The different function would pull in different directions. The transportation people would go all out to reduce the cost of transportation unmindful of the effect of such a policy on other aspects; they would settle for less reliable and slower modes of transport; they would also report to bulk dispatches of the product to a few selected places instead of dispatching it to a large number of demand centers at greater frequency and in convenient lots the several locations with a view to maximizing customer services The inventory control people opt for the diametrically opposite objective , viz , minimizing inventories , whatever be the consequences ! In brief when the different functions are viewed in isolation, the tendency will be to reduce the cost of particular function unmindful of its consequences on the other related functions.

38

Individual functional costs are kept in focus, but the total cost of the distribution function as a whole is forgotten. Cost reduction becomes ' the slogan for each function/department. Decisions are taken by each function in isolation, based on alternatives available to particular function sometimes; it even leads to a "penny wise, pound foolish practice. The ultimate result is that costs go up while the level of service goes down.

39

Distribution Has To View As A Single Unified Task And A Single Integrated System:
Because of the interrelations among the different functions and their costs, it would be necessary and desirable to look at the distribution job as a single unified system and optimize the efficiency of the distribution job as a whole. Such a approach will result in better coordination among the various distribution functions , remove the sub optimization in the system and enable the firm to achieve its distribution objectives the case. Sales and distribution is a very important part activity of any firm distribution selected to searches the god and services to the customer so as to increase the proof it and sales of the company without proper distribution the company does not achieved the desired goal of maximum proof it. As in my survey I found that there is a big problem of distribution so that the company lost the sales of some major out lets like cinema hall and mess so it is very necessary that company should considered on its distribution chance. I found that the distribution is very defective and not regular so that the retailers switch over the other brands like Pepsi, because they provide regular and quick supply to the retailers because of their good and
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Services
The Coca-Cola Company in Indian supports eight jagrite (Awakening) Learning Centers (JLC); managed by India's well-known organizations, such as CRY, Pratham, Prayers and Literacy India. The program provides education at the primary level to underprivileged children, as well as computers training for teachers. Over 1,800 students per year have benefit from the program. Working with state and district governments our company provides support to primary health centers in areas where our bottlers are located. In 2002, in partnership with the St. John's Ambulance Brigade (Associate of Red Cross ), we conducted health camps for those who live in poverty-stricken urban areas to sensitize the community on pertinent issues such as HIV/AIDS , communicable diseases, immunization, hygiene and sanitation and reproduction and child health. Free health checkup and medicine were provided, with over 10,000 people

benefiting from the campaign.

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The company sponsors a unique national radio program for women called "The HER Show" (Health Education and Recreation). The 30-minute weekly program informs and educates housewives. On primary health and education issues we sponsored a one-day Mother & Child Health District Mela" in Ghaziabad. 5everal hundred women and children from five villages received free medical check-ups and consultation.

MARKET SIZE AND GROWTH:

Soft drink market size FY00 was around 270mm cases (6840mm bottles). The market, which was witnessing 5% growth in the early 90s and even slower growth at around 2-3 % in late 80s. Presently the market growth has slowed down with growth rate of 7-8 % per annum compared to 22% growth rate in the previous year. The Market size for FY01 is expected to be 7000 mm bottles. YEAR 90-91 91-92 92-93 93-94 94-95 95-96 96-97 97-98 98-99 99-00 00-01 01-02 02-03 PRODUCTION 2195 2490 2800 3000 3240 4000 4450 4920 5670 6480 7000 7400 7800
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03-04 04-05 05-06

8100 8400 8600 Table no:2.2

MARKET CHARACTERISTICS:
The soft drink market is highly skewed in terms of place consumption, in terms of regional distribution and soft drink flavors as well as in terms of SKUs while 80% of the consumption is impulse based outside home 20% comes from consumption at home. This trend is slowly changing with increase in occasion led sales. Changing life style, increasing urbanization and impact of liberalization has slowly and gradually started moving the market from impulse led to occasion led and home refrigeration led consumption.

The market preference is highly regional based. While Cola drinks have main markets in metro cities and northern states UP, Punjab, Haryana etc. Orange flavored drinks are popular in southern states. Sodas too are sold largely in

southern states besides through bars. Western markets have preference towards mango flavored drinks Diet coke presently constitute just 0.7% of the total carbonated beverage market.

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In terms of SKUs the market is skewed towards 300 ml which constitutes around 80-85% of the market rest is in the form of other pack sizes. But with occasion led and home refrigeration led consumption the sales of bigger SKUs like more than one litre pack sizes has increased this has led to increase in contribution from PET bottles sales to 15% of the total turnover in FY00 most of the Pet bottle sales, up to 75% are in urban areas. Pepsis Cola product is targeted towards youth while the Mirinda and 7UP positioned on fun platform and for enjoying light moments of life.

The distribution network or Coca-Cola had 6.5 lakh out lets across the country FY 2000 which the company is planning to increase to 8 lakhs by FY 2001. On the other hand Pepsi Cos distribution network had 6 lakhs outlets across the country during FY 2000 which it is planning increase to 7.5 lakhs by FY 2001.

MAJOR PLAYERS AND MARKET SHARES :

The soft drink market in India is dominated by the two global majors Pepsi and Coca-Cola. Coca-Cola which had wound up its India operations during the introduction of the FERA regime, reentered 16 years later in 1993. Coca-Cola acquired major chunk of the son drink market by buying local brands. Thums Up,
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Limca and Gold Spot from Parle beverages. Coca-Cola has also acquired Cadbury Schweppes soft drink brands Crush, Canada Dry and Sport Cola in 1999 and now recently in October00 it acquired distribution rights of these brands from IFB Agro Limited. Pepsi although started a couple of years before Coca-Cola in 1991, has a lower market share today. It has bought over Mumbai based Dukes range of soft drink brands. Both the cola manufacturers come up their own market share figures and claim to have increased their share. Recently in August 2000 Pepsi claimed to have increased its market share for first 5 months of calendar year 2000, to 49% from earlier levels of 47.3% while Coke claims to have increased its share in the market to 57% in the same period from 55% in the corresponding period last year. Coke figures are based on Orgys data while that of Pepsi are based in IMRB data.

MARKET SHARE (in %)

Brand Name Pepsi Coca-Cola

Market share in Market Share (in (%) (ORG fig) 41 57 Table no: 2.3 %) IMRB figures 49 48

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There is no involvement of wholesalers in the distribution of products. It is more like an agent network. The companies have divided the country into various regions and established a franchisee in each region. The franchisees have their own bottling plants and manage all the day to day operation. However, of late, the soft drink companies have started setting up company owned bottling units have been acquiring some of its franchise bottles.

46

SWOT Analysis:

The overall evaluation of a companys strength, weakness, opportunities and threats is called SWOT Analysis.

Strengths:

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 Good company image. Well trained and experience workers and execution are available. Strong distribution network Brand 'Thumps-Up' alone cover the big market. Adopted two types of distribution channels (Direct route and indirect route). Effective sales promotion schemes and commission to salesman on achieving target. Effective executive team.

Weaknesses

Less personal contacts with retailers. Service is not good. Company officials do not visits outlets regularly. Less advertisement Channels. Bad and delay in claim settlement.
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 No proper maintenance of asset as like visi-coolers, dealer board, glow sign, etc. Less availability of dealer board, glow signboard, painting etc.

Opportunities

High growth rate for fruit drink market. Firozabad city has a great population of youths in U.P. Firozabad city has good market share of Slice & thumps up in India. Therefore there is a need only of marinating this share in future. Targeting the upper middle class for home take segment

Threats

High growth of competitor's products. Better facilities provided by the competitor to their distribution this might lead to switch over to slice distribution towards competitors. Indifference among distributor and fat dealers. Different effective promotion schemes of competitors.
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50

OBJECTIVE
51

This decade, the great soft drink majors viz. & Coke International & PepsiCo International dominated overall the Corporate Sectors of the world economy. Both the companies have a distinguished brand image all over the world. Both the companies are giving cutthroat competition to each other. They have a basic motto of defeating its competitor by implanting best of their market share, carrying out good advertisements & increasing its distribution network. This project is meant to solve the following three purposes. 1.To Analyzing the market share of coca-cola vis-a-vis Pepsi. 2.Collecting information about the status of (Coke/Pepsi), Cooling Equipments, Signage, and Racks etc. from the retail outlets in firozabad City. 3.To study future plans and changes of Coke.

52

53

RESEARCH METHODOLOGY
54

Formulation of research problem Keeping view research objectives and after having discussion with area sales manager and service (p) Ltd. The research has been formulated to accomplish the research objectives

Relevant details are recorded by the survey of the outlets. 1. To assess the market share of coca-cola vis-a-vis pepsi cola. 2. To study future plans and changes

Research Design
Descriptive and exploratory research design has been used in this project. Descriptive research has been done by collecting information from different outlet such stocks; chilling equipment etc. Exploratory research has been done to work out various problems faced by retailers and other outlets.

Sample Design

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The sampling unit of the research has been kept as retail outlets engaged in sale of soft drink. The survey in areas of Busstand, Sadar Bazar, Kotlachungi has been conducted. The relevant data has been collected from the selected respondents i.e., the retailers, selected on a random basis. A sample of 185 retailers has been selected for the study. The data thus collected was analyzed and interpreted.

Data collection
Data for the project has been collected from primary as well as secondary sources. A questionnaire has been used as the primary source of data collection. All 185 outlets from where data was collected have been personally visited. For the secondary data, related books, websites, magazines etc, were used.

Analysis
An in depth analysis of the data collected from the questionnaire has been under taken and interpretations have been made accordingly.

56

Product Features of Coca-cola & Pepsi

FLAVOUR

COKE BRAND

PEPSI BRAND

Cola

Coca-cola Thumps-up Coke diet

Pepsi Pepsi diet

Orange

Fanta

Mirinda

Lemon

Limca

Mirinda lime

Clear lime

Sprite

7up

Mango

Maaza

Slice

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59

PERCENTAGE OF COCA-COLA IN SPCIFIED OUTLETS

OUTLET

% OF COCA-COLA 51.48

PAN SHOP RESTAURANT

48.26

P.C.O.

54.06

TEA STALL

51.89

HOTEL

65.6

CINEMA HALL

62.4

GENERAL MERCHANT

56.71

OTHER

47.42

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The total outlet share of coke in these specific areas is 54.72

Market share of Coke& Pepsi in Firozabad region

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COMPANY COKE

% OF SHARES 54.72

PEPSI

45.28

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DATA ANALYSIS

1. Are you having soft drink at your shop? 1) Yes 2) No

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2. If yes then, which brand? a) Coca-cola. b) Pepsi. c) Both. d) None of them.

Interpretation:

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About 75 percent retailers have soft drinks and 25 percent dont have soft drink. Among the retailers who supply soft drinks, 48 percent of them keep Coke, 36 percent keep Pepsi, 14 percent keep both and 2 percent none of them.

3. . Which brand you selling more? a) Coke b) Pepsi c) other

Interpretation:

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There is very tough competition between Coke and Pepsi but still Coke leads the market with 49 percent and only 37 percent retailers sell Pepsi and 14 percent sell other brand.

4 .which brand of coke you normally stock? (a) coca cola (d) sprite (b) Thumps up (e) Maaza (c) Limca (f) Fanta

Interpretation:
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Various brands of Coke are available in the market.27 percent of the retailers have Thumps up, 22 percent have coca cola, others have limca, sprite, maaza and fanta with 12 percent,14 percent,12 percent and 13 percent respectively.

5 . What is the size of pack that you sold at your shop? (a) 300ml (b) 500ml (c) 1.5 litre (d) 2 litre

Interpretation:
36 percent of the retailers sell 500 ml, 29 percent of retailers sell 300ml,19 percent sell 2ltr and 16 percent sell 1.5 liter.
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6 . How often do you coca cola product? (a)Daily (b) 2-4 days (c) once in week (d) in 1 month

Interpretation:

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Most of the retailers take products in 2- 4 days i.e. 48 percent, 29 percent take products once in week, 12 percent take them in one month and 11 percent take them daily.

7 . Cooling system at you shop? (a) By coke (b) By Pepsi (c) self

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Interpretation: 46 percent of retailers get cooling system by Pepsi,35 percent by Coke and 19 percent use their own cooling system.

8. How can know about schemes? (a) Salesman (b) other retailer (c) other source.

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Interpretation: 55 percent of retailers know about the schemes through salesman, 33 percent through other sources and 12 percent through other retailers.

9. What is selling capacity per day? (a) 1-3 c (b) 3-7 c (c) 7-10 c (d) more than 10c

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Interpretation:

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40 percent, 35 percent, 15 percent and 10 percent of the retailers sell 7-10c, 3-5c, more than 10c and 1-3c per day respectively.

10 . Does Coke demand increase as comparative to last year?

Interpretation: According to the retailers, 59 percent of them said that the demand of the Coke has increased as comparative to last year and 41 percent said it has decreased.

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FINDINGS

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1. The Coca-Cola holds no. 1. Position in the market. 2. Its brand Sprite too holds a good grip over the market in comparison to main competitors of Mirinda. 3. Thumps-Up is having major market share as compared to Pepsi. 4. Coke is giving Rs. 10 discount per crate and Pepsi is giving Rs. 12 per crate. 5. People have tendency to switch over on other brand and because of duopoly (only two players are available in the market Pepsi and Coke) the competition is very direct. 6. The number of Coke S.G.A'S is less than Pepsi in terms of area and outlet. 7. The demand of coke is high in comparison to Pepsi but because of shortage of Coke S.G.A's and poor distribution the retailers prefer to sell Pepsi. 8. Total sale of Coke is less than Pepsi.

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LIMITATION
Considering the fact that nothing is perfect in this world every individual is bound to make mistake at some point, we are not exception for this problem faced were associated with the data collection process. The problems associated with the respondents are the non-sampling Error, which can be divided into two categories: Response Error When respondent does not give the correct answer. Non Respondent Error It occurs when respondent does not responds to some question. Refusal to co-operate Concerned person is not available Incompetence or in capabilities of the respondent It is well known fact that constraints and limitations are bound to be present in any study do this also has some limitation as: The survey has been conducted only in few areas of Delhi due to limited time.

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 It is very difficult to make the people understand the significance of conducting survey. Some retailers or dealers did not want to say the actual sale of soft drinks from the counter. Due to shortage of monitory resources the project report does not reach to its perfection. We have conducted the survey only for 200ml. And 300ml. Glass bottles so it is difficult to find out the actual demand of Coke. Lack of knowledge of area has also affected the research. Lack of retailers interest to answer the questions is also an important limitation. Stock of cans and plastic bottles were not taken in to consideration while finding out the market share. The entry and exit of new/old outlets can increase or decrease market share.

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Others limitations Less sampling because of limited span of time. The respondents may be biased or influenced by some other factor. The information is collected only from retailers. The questionnaire technique and observation method was used. Sometimes respondents were not in a position to reply with fully confidence.

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SUGGESTIONS
Although it is very early to suggest any thing to such a internationally renounced company like Coca-Cola having in the mature state of marketing yet for the local market, client distributors & retailers, based on the interactions & feed backs from Various outlets, segments of customers I would like to suggest as under: 1. Distributors should give importance to every outlet irrespective of their status whether big or small. In this regard they may be trained suitably. 2. Distributors should disclose schemes provided by the Company to each and every outlet without discretions. 3. Distributors should replace the defective goods or damaged bottles immediatelyWithout any calling for explanations. 4. Distributors should provide required flavors to the retailers to increase their sales. 5. Distributors should give gifts prizes to the shopkeepers provided by the openers, Wall clocks, etc

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RECOMMENDATION
1. There must be proper replacement of old and expired stock and empty bottles. 2. At least one attractive glow sign board/hoarding should be displaced in main area of the market where a chunk of shop is there. 3. Company should provide others small advertising items in the form of garlands, hangers recto the shopkeepers as there are cheap and Q good source of advertising. 4. Company should sponsor important event like World cup, Asian & other tournament, any event related to film awards and programmers of local importance. 5. Company, If possible should give schemes to the customers through newspapers having provision for discounts in purchasing its products. 6. Company should organizing campaigns & distributes caps, Key rings, glasses, serving tray, pussels on which company packages are branded. 7. Chilling equipments (like family freeze, vizzi or Electric bottle cooler) should be provided to the outlet 8. If there is any default found in the chilling equipment provided by the company should be repaired quickly when so required.
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9. Company should ensure good supply of stock. 10. Company should go for more monopoly counters. 11. Company should give discount with every crate as is being done by Pepsi.

Know the most recognized word on the planet after OK!

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CONCLUSION
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The summer training project was focused on Analyze the market share of cocacola in Firozabad region. After retail audit of 185outlets through schedule, following conditions have been drawn: 1. Coca-cola company lead the market of soft drinks with 54.72% market share. 2. Of the total segment of outlets covered, availability of coca-cola range was highest in provision stores. Besides these other conclusion based upon interaction with retailers and personal observations are as follow: A. The distributor of company is very irregular. B. Necessary requirement like openers, required flavour like fanta are not provided to each and every outlets. C. No provision for the regular replacement of damaged. D. The number of wall painting is very less in comparison to Pepsi. E. Company do not provide discount to each and every outlet.

So Jo chaho ho jaye Coca- Cola enjoy

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BIBLIOGRAPHY

WEBSITE NAMES
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 www.google.com (search Engine)

www.cocacola.com NEWS PAPER (ECONOMIC TIMES, BUSINESS WORLD, TIMES OF INDIA) Books:

Kotler, Philip and Armstrong Graw - Principles of Marketing (Pearson Education, 11th Edition).

Mc. Carthy and Perreault -Basic Marketing: A Global Marketing Approach (Tata Mc Graw Hill, 15th Edtion).

Cooper and Schindler - Business Research Methods (Tata Mc Graw Hill, 9th Edition).

Kothari C R Research Methodology Methods & Techniques (New Age International Publishers, 2ndEdition, 2004)

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QUESTIONNAIRE Name & address.

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 1. Are you having soft drink at your shop? (a) Yes (b) no

If yes then, which brand?

i. ii. iii. iv.

Coke Pepsi Both None of them

2. Which brand you selling more? a) Coke b) Pepsi c) Other Reason

3. Which brand of coke you normally stock? (a) Coca-cola (e) Mazaa (b) Thumps up (f) Fanta
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(c) Limca (d) Sprite

4. What is the size of pack that you sold at your shop? (a) 300ml (b) 500ml (c) 1.5 litre (d) 2 litre

5. How often do you take coca-cola product?

(a)

Daily

(b) 2-4 day (c) once in week (d) In 1 month

6. Cooling system at your shop?

(a)

By coke

(b) By Pepsi (c) self

7. How can you know about schemes? (a) Sales man (b) other retailer (c) other source

8. What is selling capacity per day? (a) 1-3 c (b) 3-7 c (c) 7-10 c (d) more than 10 c

9. Does coke demand increase as comparative to last year?

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10. Recommendation for more selling:-

11. Any suggestion to coca-cola company:-

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