A Study On Consumer Preference Regarding Cold Drinks in

A
SUMMER TRAINING PROJECT REPORT

ON
“A STUDY ON CONSUMER
PREFERENCE REGARDING COLD
DRINKS IN”
AT MEERUT
SUBMITTED TOWARDS PARTIAL FULFILLMENT OF
MASTER OF BUSINESS ADMINISTRATION
SUBMITTED TO
(GBTU, Lucknow)
Academic Session
[2009-2011]
Submitted By
VIKAS KUMAR
MBA III Sem.
Roll No. 0907470103
Under the Guidance of:
External Supervisor: Internal Supervisor
Mr. Praveen Chaudhary Mr. Prashant Sharma
(Area Sales Manager ) Faculty of Management
Moon Beverage Pvt. Limited DIMS, Meerut
1
PREFACE
Project studies constitute the backbone of my management education programme and
help a lot to my studies market if a proper attempt is made on the part of the students
of MBA who required undergo practical exposure in an industry.
For the same I got opportunity to do the project on "A STUDY ON
CONSUMER PREFERENCE REGARDING COLD
DRINKS AT COCA-COLA”
This project is mainly based on in - depth study on consumer prefences and present
relationship with prospective customers.
I have placed in my best efforts in making this report a satisfaction but still I'll
welcome any suggestion for improving the same.
2
ACKNOWLEDGEMENT
Interdependence is a higher value than independence
The making of any report calls for contribution and co-operation from many others
besides the individual alone. It is the result of meticulous effort put in by many minds
that contribute to the final report formation and this report is no exception. Several
eminent people have valuable contribution to this report through their inputs.
I am thankful to Mr. Praveen Chaudhary (Area Sales Manager, Meerut,) who
helped me to materialize this report.
I am also thankful to Dr. Gaurav Kaushik H.O.D., & Mr. Prashant
Sharma , Faculty of Management, DIMS, Meerut for their able guidance at every
steps of my project report work.
I am also thankful to our parents, family members, seniors & friends for their support
in completing my project.
Last but not the least, my heart also feels to thank and offer a grateful
appreciation to every one whom I could not mention here but have directly or
indirectly supported and helped me to face this challenge and complete this project
right in time.
VIKAS KUMAR
3
DECLARATION
I VIKAS KUMAR hereby declare that the project titled “A STUDY ON
CONSUMER PREFERENCE REGARDING COLD
DRINKS AT COCA-COLA” is my own work and efforts which is
completed under the supervision of Mr. Prashant Sharma , Faculty of
Management
The Summer Training report has been submitted to DEWAN INSTITUTE OF
MANAGEMENT STUDIES, Meerut for the purpose of the compliance of any
requirement of any examination or any degree earlier.
VIKAS KUMAR
M.B.A 3rd Sem.
Roll No. - 0907470103
4
CONTENTS
 PART - I
 Executive Summary 6
 Company Profile 7
 Genesis – History 21
 Organisation Structure 28
 Product of Company 31
 Competitor 42
 Marketing Mix 50
 PART – II
 Objective of the Project 80
 Research Methodology 88
 Data Analysis and Interpretation 97
 SWOT Analysis 107
 Limitations 111
 Conclusions 113
 Suggestions & Recommendation 115
 Questionnaire 118
 Bibliography 120
5
EXECUTIVE SUMMARY
I have done two surveys, one is Route Ride Survey and another one is
brand and pack visibility survey.
In trade channels, I counted the types of channel from where the cold
drink is selling for example like Pan Shop, Tea Stall etc. and also the
average sale of the cold drink at that shop. I have also found out the
percentage monopoly of coke and Pepsi in these outlets. After that I
have done another survey related to visibility of products In these
outlets in which we covered each and every retailers at every route and
we have to check that all the brands and packs of coke are visible or not
or which one is visible in comparison to Pepsi. At every route we found
some problems related to shortage of brands and problem of improper
visit of company officer’s to the retailers that’s why the retailers prefer
to sell Pepsi in comparison with Coke. And the other problem is that the
retailers getting product at cheaper cost in comparison form what they
are getting from distributor.
6
7
COMPANY PROFILE
If we Indians recall our memory there was a time when one was asked for a
soft drink, the brand that comes and gave a knock on our mind was Coca-Cola. Coca-
Cola, the word most admired trademark has maintained its special a sense of
belongingness to India, which had resulted some sort of its monopoly throughout the
Indian soft drink market. It has been said that the internal environment of the industry
has been greatly effected from its internal environment. The same thing was also
happen with this famous company. When the Government policy were in introduce
and forced this MNC's to go outside from the India market. Hence, it was thrown out
of India in the year 1977. A lacuna was created at that time in the country's soft drinks
market. How ever after a gap of 17 years, the Coca-cola has reappeared in the soft
drinks market of India, by making itself more strong and confident in this field.
In today's market, the cola's (Coke, Thumsup, Pepsi, etc.) had a 70% share,
Lemon 10% and Orange 20%. There appears to be a concentrated rush to bag a share
in the soft drinks market. Due to a manifold increase in the demand of soft drinks
large number of company has entered into this competitive market scenario.
In India two major companies engaged in soft drinks market are Pepsi and
Coca-Cola. While RC cola is still a novice in the Indian Market, although it being the
world oldest soft drinks manufacturer.
8
Pepsi-Cola attacked Coca-cola before World War-II. Coca-Cola dominated the
Americans soft drinks industry. Pepsi-Cola was a drink costing less to manufacturers
and with a less satisfactory taste than coke.
During the Second World War Pepsi and Coke, both of them enjoyed a huge
sale. After the war the Pepsi sales started to fall relatively to Coke. The factors which
were responsible for the decline in Pepsi sales were poor image, poor task force, poor
quality control and dull packaging.
It was a momentous day when Coca-Cola staged its reliance in India. Coca-
Cola was relaunched again in India in Sep. 1993 at Hathras near Ghaziabad, where the
first bottling facility of Coca-Cola in India was switched on. The Indian people
welcomed the come back of their most loved cola in the country with great
enthusiasm and vigor. Coca-Cola market its relaunching acquiring 5 Parle Exports
Ltd. Top Selling products Viz-Thums up, Sprite, Limca, Fanta, Mazza, K.
Soda,Kwater,Coke.
In 2000, the company opened a new bottling plant at Dasna in Ghaziabad distt.
For the supply of 300 ml Bottle and 1.5 liter Bottles. This plant is more settled
equipped than the plant at Najibabad.
9
THE COCA-COLA COMPANY ANNOUNCES FIRST QUARTER 2004
RESULTS
 Chairman and CEO Doug Daft: "Throughout the quarter, we achieved share gains
as our system successfully responded to and managed worldwide challenges and
opportunities with flexibility, speed and professionalism".
 Worldwide unit case volume grew 4 percent in the first quarter.
 Reported earnings per share were $ 0.34 for the quarter, which included a net
negative $ 0.03 per share impact from a charge related to streamlining initiatives
and a gain from a litigation settlement.
 The Company expects strong cash flows to continue in the future. Cash from
operations for he quarter was $ 599 million, including the impact of a $ 145
million contribution to the Company's U.S. pension plan.
 The Company repurchased 8.3 million shares of its common stock for $ 319
million during the first quarter and intends to repurchase approximately $ 1.5
billion of its stock in 2004. Dividend increased 10 percent in 2004, reflecting the
41st consecutive annual increase.
Atlanta, April 16, 2004 - The Coca-Cola Company reported first quarter earnings per
share of $ 0.34, compared to a net loss share of % 0.08 for the year - ago quarter. First
quarter reported results included a net reduction of $ 0.03 per share related to the
10
previously announced streamlining initiatives and a gain related to a litigation
settlement. The prior year loss resulted from the adoption of SFAS No. 142 -
"Goodwill and Other Intangible Assets, "and other charges/ gains. Worldwide unit
case volume increased 4 percent in the first quarter, reflecting 3 percent volume
growth in North America and 4 percent internationally.
The beverage industry has not been immune to the week global macroeconomic
environment that has impacted many business sectors.
In addition to these factors, the beverage industry, including the Company, was
adversely affected by short-term external factors, including a slowdown in "away
from home" consumption caused by the war in Iraq, a lengthy national strike in
Venezuela, a change in deposit laws in Germany, and a shift in the timing of the
Easter holiday.
Doug Daft, chairman and chief executive officer, said, "The results of the Coca-Cola
Company are always driven by the operational, financial and brand strengths of our
entire system in our markets. Given the current volatile worldwide environment, our
management team has continued to carefully monitor worldwide events and respond
rapidly and effectively. We have enhanced productivity and cost efficiencies. We are
also targeting our resources to the markets of greatest opportunity and stability, while
taking all necessary steps to protect our business in more challenging markets.
"Throughout the quarter, we achieved share gains as our system successfully
responded to and managed worldwide challenges and opportunities with flexibility,
11
speed and professionalism. Looking ahead, we are confident our results will improve
during the year as we move beyond the short-term external factors that impacted this
quarter".
Financial Highlights
 First quarter 2004 reported results were $ 0.34 per share, which included a net
reduction of $ 0.03 per share related to the previously announced streamlining
initiatives and a gain related to a litigation settlement. Prior year first quarter
results reflected a net loss of $ 0.08 per share, which included the net reduction of
& 0.42 per share reflecting the adoption of SFAS No. 142 - "Goodwill and other
Intangible assets, " and other charges/ gins. The individual impact of these items
on earnings per share is summarized as follows:
First First
Quarter Quarter
2004 2003
Income (Expense) Per Share
Items Impacting Results:
Streamlining Initiatives ($ 0.04)
Gain on Litigation Settlement $ 0.01
Cumulative Effect of Adopting SFAS 142-- $ 0.37)
Goodwill and Intangible Assets

Gain on Sale of Kaiser $0.01
Non -Cash Charge-- Primarily Related to ($ 0.06)
Investments in Latin America

($ 0.03) ($0.42)
 Cash from operations for the quarter was $ 599 million, including the impact of a
$ 145 million contribution to the Company's U.S. pension plan. The Company
expects strong cash flows to continue in the future.
12
 The Company repurchased 8.3 million shares of its common stock for $ 319
million during the first quarter and intends to repurchase approximately $ 1.5
billion of its stock in 2004.
 The company increased its dividend 10 percent in 2004, reflecting the 41st
consecutive annual increase.
OPERATIONAL HIGHLIGHS
North America
 Unit case growth was 3 percent for the first quarter, driven by solid performance
in the Retail Division, offset by a decline in the Foodservice and Hospitality
Division.
 The overall industry growth was negatively impacted by the timing of the Easter
holiday, poor weather conditions, and weaker traffic in restaurants, hotels and
leisure channels. Despite these factors, the Coca-Cola system remained focused on
local execution, resulting in growth that outpaced the total nonalcoholic ready-to-
drink industry, including share position improvements in the major beverage
categories.
 Results during the quarter were fueled by over 2 percent growth in Trademark
Coca-Cola in the Retail Division, driven by innovation and strong performance
from Vanilla Coke, diet Vanilla Coke, diet Coke and the continued expansion of
the Fridge Pack.
 Noncarbonated beverages continued strong growth led by 22 percent growth in
Dasani, 16 percent growth in Powerade and continued strong double-digit growth
13
from Minute Maid Lemonades. Unit case volume also benefited from last year's
strategic transactions involving Evain and the Danone water brands.
14
ASIA
 Unit case volume increased 8 percent for the quarter, cycling 9 percent growth in
the prior year first quarter.
 Strong performance was driven by double-digit growth in China, the Philippines,
India and Thailand. Trademark Coca-Cola and Fanta continued to drive the
growth in many key markets, along with strong performance of local brands such
as Thums Up, Qoo an Kinley.
 In China, 21 percent growth in unit case volume was led by double - digit growth
in Trademark Coca-Cola, Fanta and Sprite driven by highly successful Chinese
New Year activities and several packaging initiatives. In addition, non-carbonated
beverages to develop with the introduction of Nestea and the continued expansion
of Qoo.
 In Japan, unit case volume declined 2 percent in the quarter, cycling 6 percent
growth in the prior year first quarter. Solid growth in both January and February
was offset by a sharp decline in industry trends during March. Despite the
challenging economic environment, the Company continued to increase share
during the quarter in the highly profitable tea, coffee and carbonated soft drink
categories.
Further, in Japan, the Company continues to drive industry leading performance
through initiatives surrounding its core brands and margin enhancement
opportunities through package innovation and a strong focus on accelerating
growth in the profitable convenience store and vending channels. In addition,
during March, the Company and several of its bottling partners announced plans
to create a national supply chain management company to reduce costs through
15
efficiency in procurement, production and logistics, and develop a flexible supply
system that will respond to changes in consumer and customer needs, as well as
improve customer service.
LATIN AMERICA
 Unit case volume increased 5 percent in the first quarter, led by strong growth in
Mexico and improving trends in Argentina, partially offset by the general strike in
Veneuela.
 In Venezuela, the Company's operations were shut down during the general strike
that lasted throughout the month of January and most of February. As a result,
operating income and equity income were negatively affected by the strike.
Further, the situation reduced the Company's unit case growth rate for all of Latin
America by more than I point in the first quarter. Full distribution was restored
across all channels and outlets during the month of March and should continue for
the remainder of the year.
 Maxico unit case volume grew 14 percent in the quarter driven by strong
performance from Fanta and Lift, the continued expansion of the Company's non-
carbonated beverage business, the launch of the Real campaign, and the
introduction of several packaging initiatives to drive system profitability. In the
fast-growing water category, the Company is benefiting from natinoal marketing
programs behind Ciel, the continued expansion of single-serve water packages, ad
the inclusion of the Risco water brand.
 In Argentina, unit case volume grew 7 percent in the first quarter, reflecting the
Company's long-term strategy of investing in the country during last year's
16
economic crisis. Further, as a result of a strong emphasis on refillable packages,
brand Coca-Cola share of sales has increased 2 points versus the prior year first
quarter.
17
EUROPE, EURASIA AND MIDDLE EAST
 Unit case volume in the first quarter declined 1 percent, cycling 8 percent growth
in the first quarter of the prior year. While the Company had solid performance in
many markets, first quarter results were winter weather conditions in Eastern
Europe, and declines in German volume resulting from the implementation of a
deposit law on non-returnable packages.
 Overall results for the Group benefited from successful new products such as diet
Coke with lemon, Vanilla Coke, and Sprite Ice Cube being introduced during the
quarter. In addition, the Group's financial performance benefited from effective
concentrate price and brand mix management as well as a diligent focus on the
management of operating expenses.
 Unit case volume declined 10 percent in Germany during the quarter as a result of
the short-term disruption caused by the implementation of a deposit law on non-
returnable packages for beer, carbonated soft drinks and water. The unexpected
change on January 1, 2004 resulted in major retailers delisting non-returnable
packages. Further, consumers have begun to shift their consumption back to
returnable packages and to other beverage categories that were not impacted by
the deposit law.
While this change in deposit laws is disruptive in the short-term, the Coca-Cola
system remains extremely well placed to take advantage of the move by
consumers back to returnable packaging. The Company is introducing several new
packages and initiatives in the second quarter that are expected to lead to growth
in Germany during the second half of the year.
18
AFRICA
 Unit case volume growth of 3 percent in the quarter, cycling 11 percent growth in
the first quarter of 2003.
 The Southern and East Africa Division continues to generate solid growth while
parts East Africa have been negatively impacted by the challenging operating
environment. Despite the environment across North Africa, The Company has
gained share across the region.
 The Coca-Cola Real campaign has been introduced in South Africa and Nigeria
and is Currently being rolled out across the rest of Africa. As a result, in Sourth
Africa, Trademark Coca-Cola grew 5 percent in the quarter. In Addition, the
company is continuing the introduction and expansion of juice and juice drinks
and water in key markets.
 Throughout Africa, the Company continues to invest and focus on business
fundamentals to drive profitable volume for the system. These initiates include
new cold outlet creation, improvements in market execution and availability and
affordable packaging.
Streamlining Initiatives
During the first quarter of 2004, the Company initiated steps to streamline and
simplify its operations, primarily in North America and Germany.
19
In North America, the Company is integrating the operations of its three separate
North American business units - Coca-Cola Erfrischungsgetraenke AG (CCEAG) is
taking steps to improve its efficiency in sales, distribution and manufacturing.
These initiatives are proceeding as planned and resulted in a first quarter pre-tax
charge of $159 million, or $0.04 per share after tax. As previously announced, the
streamlining initiatives are expected to result in a full - year 2004 charge to earnings
of approximately $400 million on a pre-tax basis. The remainder of the charge will be
recorded throughout the rest of the year.
Separate from the streamlining charge, as a result of the above initiatives, the
Company's financial results are expected to benefit by at least $50 million (pre-tax) in
2004 and at least $100 million (pre-tax) on an annualized basis beginning in 2005.
Gain on Litigation Settlement
During the course of the first quarter, the Company reached a settlement with certain
defendants in a vitamin antitrust litigation. In that litigation, the Company alleged that
certain vitamin manufacturer participated in a global conspiracy to fix the price of
vitamins used in the manufacturing of some of the Company's products. During the
first quarter, the Company received a settlement relating to this litigation of
approximately $52 million on a pre-tax basis, or $0.01 per share on an after tax basis.
The amount was recorded in the income statement as a reduction of cost of goods sold
in the first.
20
A 100 YEARS OF THE CURVY GLASS BOTTLE OF COCA-COLA
Coca-Cola Company marks a mile stone on Wednesday, 24th March 1899
Chattanooga; Tenn where its first bottling plant was started 100 year ago by two men
struck one of the most lucrative business deals in US history. Joseph Whitehead and
Benjamin Thomas offered Coca-Cola Company owner Asia Candler a dollar for the
right to bottle soft drinks in 1899. Today I billion soft drinks are sold each day in
more than 200 countries around the world.
Candler had purchase what would become the Cola Company for $2,300 eight years
earlier from John Pemberton, an Atlanta Phamacist who astonished the world.
Candler thought the bottling Venture would never succeed, but he signed the contract
with White Head And Thomas and way, "and the rest is history", Bob Lovell, vice
president of marketing for Coca-Cola bottling company, United Inc., said in telephone
interview from Chattanooga.
Lovell said Thomas had seen Cuban Fields hand drinking Pina Fria a Pineapple
beverages, from bottles while he was stationed in Cuba during Spanish American
War. When he returned to Chattanooga, he decided to pitch the idea of bottle soft
drinks to coke, which was then sold only as a fountain beverage.
"It occurred to him that Coca-Cola in bottles would be very popular", Lovell said,
"Mr. Candler did not see any future in it because the containers were not sound, but
that's how it all came about. "Thomas and Whitehead promised to pay one dollar for
the right to bottle Coca-Cola, but legend has it that no money changed hands.
21
THE IMAGE
The image is communicated all around the world in advertisement on media such as
newspaper, magazines, radio and televisions. The list goes on....
However, image is much than just advertising every person working within the coca-
cola system is part of the image whether one is involved in creating its advertising,
making it's quality products, or selling, merchandizing and distributing its beverage
their hard work and attitude will say something to the people about its product.
COCA-COLA SYSTEM FLOW CHART
Raw Material
Coca-Cola Company
Bottler
Customer
Consumer
22
COCA COLA: THE STORY BEHIND
Coca-Cola was formulated in 1886 by Dr. John Pemberton, a Pharmacist in Atlanta,
Georgia. The drink was sold ad refreshing elixir at the fountain counter of Jacob's
Pharmacy of which Dr. John Pemberton was part owner, unaware that the pharmacist
had given birth to a caramel colored syrup which is now the chief ingredient of the
worlds favorite drink. Today the white-on-red flow of Coca-Cola is familiar sight in
more then 195 countries. The syrup combines with the carbonate water to fuel a $
16.2 billion corporation that has captured a 46% Slice of the global soft drinks market.
The company estimates that the drink is served more than 773 million times every day
and if all Coke ever produced were filed in standard bottles and placed end to end it
would wrap around the equator 21, 161 times.
The story of Coca-Cola is a story of a drink and its charm with the consumer. The of
ecstasy and again that the drink has caused to those dedicated to its growth Pemberton
first managed to sell and average of 9 drinks per day, though a shop called Jacob's
pharmacy, in 1891, Candler bought Coca-cola company with four companies he
formed the coca-cola company with the initial stock of $100,000. Coca-Cola was
registered at the US patent office in 1893, and began selling at soda fountains for 5
cents a glass of therapeutic refreshment 1894, I got into bottles, courtesy a candy
merchant Joseph Boedenharn of Mississippi.
Five years later; the drink was being bottled on a regular basis under a region wise
franchising system; and its first competitor Pepsi cola, Coca-Cola's first bottling plant
opened in Chatanooga, Tennessee followed by another in Atlanta in 1900. The unique
23
taste of cola was an outstanding success. Over the next two decade the number of
plants crossed 1000. In a bit to difference the prodect, the company adopted 6.5
ounce, pale green countor bottle designed by the root glass company of Terri Haute,
Indiana. Today it is an intrinsic part of the brand.
The company broadened its horizons when Robert Woodruff the son of a banker who
acquired to Company for $25 million in 1919, assumed charge in 1923. He began by
ungrading bottling operations, brought in innovations like a six-bottle carry home
carton, and gear up advertising support. It was under Wood Ruff that the brand.
Known affectionately as coke by now associated it self with sportive events. By the
early 1940's the brand was selling as the "real thing" to set it self apart from "me to"
cola's.
As a time went by the company brought out some new aerated drinks. The first one
"Fanta" appeared in the selves in 1960.
Its birth was an accident, the company's German name is an attempt to produce Coca-
Cola without some key ingredients, turned out into an orange flavored drink instead.
its strategists who feared the dependence on just one put a cap on growth welcomed it.
While Fanta was being rolled out the company bought minute made cosrp. Which in
1967 was combined with Duncan foods to pave way for the Coca-Cola foods. Several
beverages followed the most notable being 'sprite', a lemon drink developed in the late
1950 and formally launched in 1961.
24
Coca-Cola had diversified the company into businesses and it even had a steam
generator and boi8ler making division. Robert C Goizueta, Cuban born 27 years
veteran took over as the Coca-Cola unlike Pepsi company depended on a single brand.
The best insurance policy that he figured was to let coke evolve to the summer
slacking it with variants, even reinventing if needed. In 1982, the company launched
what is now considered among the world's most successful brand extensions 'Diet
Coke', under the leadership of Sergio Zyman, the head of us marketing. The idea was
to retain the loyalty for the health conscious drinker who loved the taste but hated the
calories. After this it came out with cafeeine free versions of its main drinks. yet in the
US the company kept losing ground to Pepsi. zyman, a former Pepsi marketer argued
that the correct strategy was to replace 98 year old with better tasting cola, label it as
"New Coke" and blare the news which is exactly what the company did more a
decode age in 1985. But when placed on the shelves it did not budge. On wide spread
protest it was recalled after 79 days.
The company has about 100 brands in its portfolio but coke, Fanta and sprite account
for most of its sales. In 1994, the real thing's coke sold over 52.5 billion liters. For the
taste of it diet coke along with Coca-Cola light sold 8.5 billion liters, which makes it
the world's two top non cola drinks sold over 6.5 billion liters each. Which sprite
aimed at the independent youngster two does not care what as others drink (the as line
"obey you're a thrust"). In 1993, Coca-Cola reentered India after a 16 years ling exile,
four years Pepsi made its debut India. While Coke plays on brand nostalgia. Pepsi
address the young crowd, which unlike a in America is a dominate ort if the
population here.
25
The Coca - Cola Company
The Coca - Cola Company is the world's largest beverage company. Along with Coca
- Cola, recognized as the world's best - known brand, The Coca - Cola Company
markets four of the world's top five soft drink brands, including diet Coke, Fanta and
Sprite, and a wide range of other beverages, including diet and light soft drinks,
waters, juices and juice drinks, teas, coffees and sports drinks. Though the world's
largest distribution system, consumers in more than 200 countries enjoy The Coca -
Cola Company's products at a rate exceeding 1 billion servings each day. For more
information about the Coca - Cola Company, please visit our website at http: // www.
coca- cola.com/.
Forward - Looking Statements
This press release may contain statements, estimates or projections that constitute
"forward - looking statements" as defined under U.S. federal securities laws.
Generally, the words "believe," "expect," "intend," "estimate," "anticipate," "Project,"
"will" and similar expressions identify forward - looking statements, which generally
are not historical in nature. Forward - looking statements are subject to certain risks
and uncertainties that could cause actual results to differ materially from The Coca -
Cola Company's historical experience and our present expectations or projections.
These risks include, but are not limited to, changes in economic and political
conditions, changes in the non - alcoholic beverages business environment, including
actions of competitors and changes in consumer preferences; product boycotts;
foreign currency and interest rate fluctuations; adverse weather conditions; the
effectiveness of our advertising and marketing programs; fluctuations in the cost and
availability of raw materials; our ability to achieve earnings forecasts; regulatory and
26
legal changes; our ability to penetrate developing and emerging markets; litigation
uncertainties; and other risks discussed in our Company's filings with the Securities
and Exchange Commission (the "SEC"), including our Annual Report on Form 10-K,
which filings are available from the SEC. You should not place undue reliance on
forward - looking statements, which speak only as of the date they are made. The
Coca Cola Company undertakes on obligation to publicly update or revise any
forward - looking statements.
27
28
ORGANIZATIONAL HIERARCHY
CHAIRMAN
PRESIDENT
VICE PRESIDENT
R.G.M.
A.G.M.
I.S.M F.M. S.M. P.M. H.R.M.

.
M.O.E. A.S.M. S.E.
S.E. S.E. S.E.
29
Where,
R.G.M. : Regional General Manager
A.G.M. : Area General Manager
I.SM. : Information System Manager
F.M. : Finance Manager
S.M. : Sales Manager
P.M. : Production Manager
H.R.M. : Human Resource Manager
A.S.M. : Area Sales Manager
M.O.E. : Marketing Operation Executive
C.D.E. : Cold Drink Executive
S.E. : Sales Executive
30
31
PRODUCT PROFILE OF Coca-Cola
The product range of the coke has listed brands:
Coke : 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt
Thumps UP: 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt.
Limca: 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt.
Fanta: 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt.
Sprite: 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt.
Mazza: 250 ml, Tetra Pack
Diet Coke: 330ml, 1.5 lt, 2lt.
Kn. Soda: 300ml, 500ml,
Kn. Water: 500ml, 1lt, 2lt,
32
FENTA APPLE
Beverages company Coca-Cola today introduced an apple flavoured variant for its sparkling drink brand
Fanta.
The drink, Fanta Apple , sporting a communication tagline of ‘Go Bite’ has been
developed especially for Indian consumers. The company has roped in actress Genelia
D’Souza as the brand ambassador for the brand.
Fanta Apple will be launched in a phased manner starting with the southern states of
Andhra Pradesh and Tamil Nadu followed by a national roll-out over the next two
months.
“Fanta Apple would be retailed across 35,000 outlets in the two states in the launch
phase,” Deepak Kaul, Region Vice President South, Hindustan Coca-Cola Beverages
Pvt. Ltd said.
The new variant will be available in 200 ml and 300 ml returnable glass bottles
(RGB) priced at Rs 8 and Rs 10 respectively.
In addition, it would also be available in a mobile 500 ml PET pack priced at Rs 22.
Brand Fanta, already present in over 190 countries, was first launched in India in
1994.
The 360 degree marketing communication plan for the brand will involve road shows
including extensive experiential sampling sessions in markets, offices, malls and
colleges.
33
Further, a TV commercial featuring Genelia and the ‘Go Bite’ proposition of the
Fanta Apple brand will be aired starting first week of November, 2008 on all the
leading channels in the south. The entire brand campaign has been developed and
executed by Ogilvy & Mather, Delhi.
34
FUNCTION OF PLANT
First Process
Water Treatment
Raw Water (Water direct from Tube Well)
Soft Water (Making bacteria free by using lime

stone, bleaching powder and FeSo4)
T.T. Water (Treated tank water)
Raw Syrup Room
T.T. Water Sugar 85%

+ +
Mixing
Multi State Filtration
Ready Syrup Room Raw Syrup
One unit Concentrate Coke Thums Limca Fanta

makes 100 Crates Up's
Raw Syrup
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A
Ready Syrup
Ready Syrup + T.T. Water + CO2
Soft Drink is Ready
36
SECOND PROCESS
Bottles are loaded on

the conveyer belt
First Light (Bottle which cannot

Inspection be cleaned pick out
from the Row)
Water Washing
Process
Prerinse Water Washing

Compartment with Soft Water
Prewash (2% Castic tem 600C

with soft water)
650C Soft Water

Wash
700C Soft Water Wash

with 3.5% Caustic
Hydro (Removing caustic, by

Compartment 450C Soft Water)
37
(Prefinal Wash)
Final Wash (Washing Soft Water)
Clean Bottles
Clean Bottles + Clean Bottles
Bottled Soft Drink

Clean Bottles
Printing Date and Price
Third Light Inspection
The Soft Drink is Ready FINAL PRODUCT
38
THE FUTURE OF COCA-COLA
While dong business overseas offers Coke wonderful growth opportunities it also has
its own disadvantages. The economic slowdown in various overseas markets and the
strong dollar had their impact on Coca-Cola revenues and bottom line in 1999. But
the company optimistic about the future.
Mc-Douglas Investor, The Chief Executive Officer of the Coca-Cola Company says,
"This past year 1999 has been a challenging period for the Coca-Cola Company as
economic environment became more uncertain in the later part of 1999, we strongly
believe that our fundamental opportunities for long term growth have not changed".
As long as maximization of share holder wealth remain coke's focus for its future4 is
assured Goizueta had stated and proven to the world that focus on shareholder wealth
does more good to the company than focus on revenues and it is not hat coke does not
enjoy volumes for it is world's No. 1 soft drink manufacture. It is not content with this
title and is aiming at higher volumes year after year. Surely coke will continue to
grow. Point on Roberto had reduced the company basically to its trademark and the
returns are so astronomical as to be off the boards. It just absolutely added a jet engine
to their performance.
39
COCA-COLA ANCHOR BOTTLERS
One of the driving forces behind coke's bottling system are that is anchored by 10
strategically signed business partners of the Coca-Cola Company, the anchor bottlers.
Anchor bottlers are a group of select companies throughout the Coca-Cola system that
are distinguished by-
 A pursuit of the same strategies aims as the Coca-Cola Company in the
development of the non-alcoholic beverage business.
 A commitment to long term growth.
 Equity position by the Coca-Cola system.
 Service to a large, geographically divers area.
 Sufficient financial resources to make long -term investments.
 Management expertise and depth.
40
COKE'S BOTTLING STRATEGIES
In the soft drink business the bottlers are responsible significant extent for ensuring
the availability of the products. Bottlers are supplied with concentrate to which they
add aerated water and bother ingredients before packing and sealing either cans or
bottles. Bottlers play a strategic role in the success of soft drinks companies and this
was not far from Goiueta's mind.
In 1986 the company merged some of its company owned bottling operations with
two large ownership groups that had been put up for sale. All these bottling activities
were combined to from its own subsidiary Coca-Cola Enterprises (CCE) to handle
bottling operations. The Coca-Cola Company took 49 percent equity stake in Coca-
Cola Enterprises enabling it to retain its own balance sheet.
41
MARKET PLACE
More than a billion times everyday, thirsty people around the world reach for Coca-
Cola products for refreshment. They deserve the highest quality-every time. Our
promise to deliver that quality is the most important promise we make. And it
involves a worldwide, yet distinctively local, network of bottling partners, suppliers,
distributors and retailers whose success is paramount to our own. Our investment in
local communities in over 200 countries totals billions of dollars in jobs, facilities,
marketing, the purchase of local goods and services, ands local business partnerships,
always and everywhere, we pursue continuous innovation in the products we offer,
the processes we use to make them, the packages we develop and the ways we bring
them to market.
42
43
COMPETITOR
The biggest and perhaps the only serious for the coca-cola worldwide has an
already been Pepsi. In India, as per as the Cola segment is concerned the with the
biggest competition to coke comes from its brands of Pepsi viz. Pepsi and Mirinda.
Thums-up, which was the leading brand of Parley product, was acquired by Coca-
Cola just over a year ago to bolster its market share in India. Today, Thums-up along
with coke, the leading brand of the Coca-Cola Company, other still competition to
Pepsi, which despite this stiff competition is still by far the single most popular Cola
drink in India
With both the companies being backed fully by the parent concerns based in
the united state, the fight to become the dominant player in the huge Indian Soft drink
market continues unabated. Aggressive ad campaign's, sale-promotion, schemes for
retailers are just some of the strategies being adopted by the two companies to outwit
each other and grab and large share of the market.
In the Cola segment, which occupies by far the largest chunk of the soft drink
market in India, the market share of Coke is 60%while the market share of Thums-up
is 32.16%. The market share of Coke in this Cola Segment is 27.84%. The remaining
market share is occupied by the other brands, which constitute about 14% of the Cola
market share.
44
So Coca-Cola with its two brand clubbed together i.e. Thums-up + Coke
occupies a combined market share of 60% (32.16% + 27.84%) which is just higher
than the market share occupied by Pepsi on the all India basis.
The market share for the Cola segment of different in India is given in Graph below:
The fight between the Rs. 1,000 Crore Pepsi co. India. Pepsi and Coca-Cola
India, The fully owned subsidiary of the $ 18.55 Billion Atlanta based "The Coca-
Cola' company to become India's No. 1 player seems likely to continue unabated over
the next four years".
45
PEPSI PROFILE
Pepsi Co. Inc. was founded in the year 1965. Major products of the new company are
Pepsi Cola. Diet Pepsi and Mountain Dew. Pepsi entered the Indian market in 1992
and now is the market leader with a market share of 26.5 percent in the cola segment.
Pepsi is in between the two of it's closet competitors as far as marketing strategies are
concerned. Pepsi is an international drink with Indian imagery in it's communication
Traditional focus of Pepsi has been on the early teenager with a gender skew more to
the female.
Pepsi is by far the more aggressive player in the market. With in your face advertising
continuous event marketing targeting the new generation and eye catching
merchandising. It's got its selling strategy well mapped out.
The company has always been innovating it's ad campaigns which has helped the
company to get top of the mind recall. From "The choice of the new generation" to
the "Freedom" campaign the company has been able to Indianise the brand. With the
help of promotional schemes Pepsi has managed to keep the brand alive and has not
let it become old. During 1995 the total ad spent by the company was Rs. 6.98 crore
only on television Pepsi has set aside Rs. 8 crore for its advertising programme in the
run up to and during the cricket world cup.
46
COMPETITIVE AREA
The soft drink market all over the world has been witnessing a neck to neck battle
between the two major players, Coca-Cola and Pepsi since the very beginning. The
thirst quenchers are trying hard to have to major chunk of the pie of carbonated soft
drink market. Both the players are spending their energies in building capacity,
infrastructure, promotional activities etc.
Coca-cola being 11 years older than Pepsi has dominated the scene in most of the soft
drink markets in the world and enjoying leadership in terms of market share. But the
Coca-Cola people are finding it hard to keep away Pepsi, which has been narrowing
the gaps regularly. The two are posing threats to each other in every nook and corner
of the world. While Coca-Cola has been earning most of its bread and butter through
beverage sales, Pepsi has a multi products portfolio with some portion from the same
business.
The two warriors are face to once again here in India with different strategies and
tactics to attack the rival. Coca-Cola is focusing upon the joint ventures with the
existing bottlers (FOBO) franchise owned bottling operations to enhance its control
on manufacturing and marketing of its products range and attain the quality standards
of its class.
Countering it Pepsi has taken the battle its own hands by floating as investment of $
95 billion to set Pepsi Company. India holdings, as subsidiary for (COBO) Company
owned bottling operations. Both the companies are following different path to reach
47
the same destiny i.e. to fetch the bigger portion of aerated soft drink market. Both
consider India a huge potential market, as per capita consumption here is a mere 3
serving annually against the world average of 80. Therefore, they are putting in their
best efforts to woo the Indian consumer who has to work for 1.5 hours to buy a bottle
of soft drink. In comparison to the international norms minutes, a major hurdle to
cross over for both the athletes for getting No. 1 position comparison tot he inter.
Coca-Cola is well set with its 53 bottling sites through out the country giving tit an
edge over competition by processing a well-built bottling and distribution set-up. On
the other hand, Pepsi, with two more years in India, has been able to set an image of a
winner in India and has been able to get the pulse of the India soft drink market. The
soft drink giants are leaving on stone unturned and her for the long terms.
Coca-Cola has been penetrating the market through its wide product range with a
determination to change consumption pattern of soft drink in India. Firstly, they
upgraded the whole industry by introduction 300 ml bottles, which in turn had given
the industry a booming growth of 20% as compared to the earlier 5%. They want to
develop a coca culture here and are working on a strategy to offer soft drink in every
possible package. In Coca-Cola camp, the idea of competition has not come from
Pepsi, but from the other beverages such as tea, coffee, Nimbu Pani, water etc. Pepsi
is quite aggressive in its approach to Indian Consumer. They are desperately working
on the strategy to be winners in the hot cola war between two big barons. According
to Pepsi philosophy, it's the madness that encourages executive to think, to conjure up
those creative tactics to knock the fizz out their competition. Pepsi had plumbed a
large on the visibility of its blue red and white logo. They have been going with
aggressive marketing by putting Sachin Tendulkar, Akshay Kumar and now
48
Aamir Khan in their advertisement to endorse their brand, the role models for its
targeted consumer the teenagers. They have increased the fizz in the market place by
introducing the dispensers called Fountain Pepsi and has been enjoying a lead over its
rival there.
Coca-Cola on the other hand, has been working on the saying slow and steady wins
the race's side by retailing to every more of its competitor. They have procured the
shield of Thums-Up with a handsome market share in Indian soft drink market.
Countering Pepsi's international commercial that used two chimpanzees to cock a
snoop at coke, Thums-up come with the ad line, Don't be Bandar, taste the
Thunder. Also Thums-Up has been positioned now very near to that young image of
Pepsi and giving it a though time.
These cool merchants have put everything on fire. It Coke got the status of the official
drink of wills. World Cup, Pepsi blushed as nothing official about it. As Thums-Up
projected as 'Saaree Jahan Se Achcha' Pepsi was passionate enough with 'Freedom
to be' and now the "Yeh Dil Mange More" when Thums-Up came with Thunder
Blast, the other offered 'Pepsi Stuff Card'. If Red is meant for coke, Pepsi has
chosen to be blue.
49
MAIN COMPETITORS
COCA-COLA V/s PEPSI
Coca-Cola Pepsi
Total Investment in India Rs. 250 Crores Rs. 500 Crores
New Investments Rs. 2400 Crores Rs. 300 Crores
Number of Employee 140 2400
Number of owned bottling Plants 9 11
Number of Franchisees 54 15
Number of Fountain 1500 4000
Total Investment by bottlers Rs. 125 Crores Nil
New Plants Planned Nil 6
Overall volume of Coca-Cola products have increased by 40% whereas the industry
growth rate is 20%. Last year total sale of soft drink Industry in India was
approximately 170 million crates. Out of these around 60% was of Cola and other
40% was of non-Cola Brands.
50
51
MARKETING MIX
Prof. Neil H Barden defines marketing mix as 'the appointment of effort, the
combination, the designing and integration of the elements of the marketing into a
programme of mix which will best achieve the objective of the enterprise at the give
time."
Marketing mix is the set of marketing tools that the firm uses to pursue its marketing
objective of in the target market. The marketing problems are analyzed:
1. By utilizing the important forces emanating from the marketing operation of an
enterprise.
2. By adopting producer & for an efficient marketing programme.
ELEMENTS OF MARKETING MIX
The marketing mix denotes a combination of various elements which in their
totally constitute affirms marketing system. McCarthy popularized a four factor
classification of the se tools called the four P"s, product, price, place promotion.
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PRODUCTS
 Product variety
 Quality
 Design product
 Brand name
 Feature
 Packaging
 Size service
 Warranties
 Returns
PRICE
 List Price
 Discounts
 Allowances
 Payment period
 Credit teams
PLACE
 Channels
 Coverage
 Place assessments
 Locations
 Inventory
 Transports
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PROMOTION
 Sales promotion
 Advertisement
 Sales Forces
 Public relations
 Direct marketing
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The particulars marketing variable under each P are shown below:
4 Ps 4 Cs
 PRODUCT  CUSTOMER NEED AND
 PRICE WANTS
 PLACE  COST TO THE
 PROMOTION CUSTOMER
 CONVENIENCE
 COMMUNICATION
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COMPANY PRODUCT
Coca-Cola | Thums Up | Fanta | Limca | Sprite | Maaza |

Kinley | Georgia | Minute Maid
COKE:
56
The world’s favorite drink. The world’s most valuable brand. The most
recognizable word across the world after OK.
Coca-Cola has a truly remarkable heritage. From a humble beginning in
1886, it is now the flagship brand of the largest manufacturer, marketer and
distributor of nonalcoholic beverages in the world. In India, Coca-Cola
was the leading soft drink till 1977 when govt. policies necessitated its
departure. Coca-Cola made its return to the country in 1993 and made
significant investments to ensure that the beverage is available to more and
more people, even in the remote and inaccessible parts of the nation. 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
sky-rocketed 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 Vijay in the past and today, its brand
ambassadors are Aamir Khan, Aishwarya Rai, Vivek Oberoi and cricketer
Virendra Sehwag.
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THUMS UP: Strong cola Taste, Exciting Personality
Thums 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 man from the boys.
FANTA:
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.
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LIMCA:
Lime n’ Lemoni 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
flavours soft drink in the country. The sharp fizz and lemoni 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…
SPRITE:
Worldwide Sprite is ranked as the No.4 soft drink and sold in more than
190 countries. In India, Sprite was launched in year 1999 and 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. It’s clear crisp refresh hinge taste encourages the today’s
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youth to trust their instincts, influence them to be true to who they are and to
obey their thirst.
MAAZA:
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 “Botel Mein Aam, Maaza hai Naam”.
Consumers regard Maaza as wholesome, natural, fun drink which delivers
the real experience of fruit. The current advertising of Maaza positions is 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”.
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KINLEY:
Water a thirst quencher that refreshes, a 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 subcontinent.
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 company introduced Kinley with
reverse-osmosis along with the latest technology to ensure the purity of the
product. That’s why Coca-Cola goes through rigorous testing procedures at
each and every location where Kinley is produced. Because they believe that
right to pure, safe drinking water is fundamental. A universal need, which
cannot be left to chance.
ABOUT BOTTLING
Coca-Cola is the most recognized trade mark and one of the largest non
alcoholic beverages company. It is a ten step process to learn how their
beverages are made.
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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, it's 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, carbon dioxide, or CO2, comes in cylinders for
easy delivery and storage. But what is it? In essence, it's a colorless and
odorless gas that provides the "fizz" for our beverages. But it's also a by-
product of our breathing and used by plants and trees to produce oxygen.
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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 our
beverages; it's rigorously filtered and cleansed. We then continuously
sample the water to ensure it meet our standards.
Materials
Ingredients are not the only things delivered to the plant. Other materials
such as bottles, cans, labels and packaging are also delivered. Our plants in
India use refillable bottles, CANS, PET etc. in the Production Process, when
bottles and cans are delivered to the plant; they are carefully inspected to
ensure that they meet our exacting standards. Once these have passed initial
inspection, they move on to be washed and/or 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 India, our plants use refillable glass, cans or PET bottles. To ensure they
meet our cleanliness standard, bottles are first hit with prerinse jets which
remove any dirt or debris. They are then soaked in a high-temperature deep
cleaning solution that removes any remaining dirt and sanitizes them. The
63
bottles then move to the "hydrowash" where they are washed again with a
deep cleaning pressure-spray.
Mixing and Blending:
H2O and Sugar
Mixing and blending begin 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.
Secret Formula
Our secret formula is... still secret! That's right; the secret formula remains a
mystery to the millions of people in nearly 200 countries that enjoys our
refreshing beverages everyday. Even though we can't tell you the secret, you
can be sure that "LIFE TASTES GOOD" with Coca-Cola.
H20 and Syrup
With the syrup nearing its final state, we mix it with pure water, creating the
finished uncarbonated 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.
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CO2 Adding
Adding CO2 or carbon dioxide gas is the final touch that carbonates the
beverages. Carbon dioxide not only gives our beverages their effervescent
zest, but it also adds to the distinctive and familiar taste everyone has come
to expect from our beverages.
Filling:
Once all the ingredients have been mixed and blended and the bottles have
been cleaned and sanitized, we're ready to start filling. This is a surprisingly
complex process requiring precision at each step. To begin with, bottles
must be carefully timed as they move to the filler - synchronization is key.
Once at the filler, bottles are either held securely in place by flexible
grippers or precisely placed under filling valves by centering devices. Before
the bottles can be filled, the inside of the bottles must be pressurized. This
allows for the force of gravity itself to draw the beverage into the bottle - a
process that ensures the smooth flow of liquid, with little to no foaming.
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Capping:
Once filled, bottles are then capped. We use different caps for different
bottles - glass bottles are usually topped with a metal crown while "PET
BOTTLES" are topped with a plastic screw-top. 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. As
quality and freshness are key, we use a "no closure" detector during the
capping process and a "go-no-go gauge" or "torque meter" after the bottles
has been capped. The "no-closure" detector checks if a screw top or crowns
has been placed on bottle. The process actually stops if the detector doesn't
find a closure. The "go-no-go gauge" checks for the proper crown crimp and
the "torque meter" checks to make sure the screw-top is good and tight. If
the bottle cap isn't just right, the beverages can become flat or be affected in
other ways. If this happens, the bottle is discarded.
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Labeling:
Once the bottles have been filled and capped, they move on to be labeled. A
special machine dispenses labels from large rollers, cuts them and place on
the bottles. For special labels such as commemorative bottles for football
championships, the labels are sent to the bottling plants for approval, and
then used for packaging. Depending on the occasion, some of these special
bottles will go only to the specific locations. For example, a national football
championship bottle will be sent only to the home town or state of the
championship team.
Coding:
The bottle is now ready to be coded. Each one of our beverages is marked
with a special code that identifies specific information about it. The codes
simply identify the date the beverages was bottled or canned. These codes
identify the date, time, batch no. and the MRP. Product coding allows us to
ensure that u receive our beverages at their flavorful best.
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Inspection:
We inspect bottles at many points during the process. With refillable bottles,
it happens they are first brought into the plant. They are also inspected after
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, each plant samples bottles for analysis in its
lab to ensure quality is up to standards.
Packaging:
Once our filled beverages have passed final inspection, they are ready to be
packaged for delivery. Generally, packing can refer to everything from the
unique "BOTTLE" and "CAN" designs, to label designs, to cardboard boxes
and containers, to plastic rings. Because the needs and tastes of our
consumers are so diverse, the packaging varies depending on where the
beverages are being sent.
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Warehousing and Delivery:
In order to make sure the freshest beverages possible get to you, each
warehouse must efficiently manage the thousands of beverages cases
produced each day. Beverage organization is key, though it's the bottle and
can coding that allow for the necessary precision. From the warehouse, we
load beverages onto our distinctive trucks. Night and day, our trucks are
delivering our refreshing beverages to stores, soda fountains, and vending
machines near you.
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CHAPTER NO-3
MARKETING STRATEGY
1.7-Step call Model-
 Outside signage
 To greed the customer
 Warm Display
 Inside Signage
 Cooler purity &merchandising
 Order taking and range selling
 Giving thanks.
2.PRODUCT-
(i) COCA COLA :-
It has brown colour with content of CO 2 which makes its cola flavours
heavy. It is available in different volumes in market like:
 200 ml glass bottle
 600 ml pet bottle
 2 litre pet bottle
 330ml cane
(ii) THUMS UP :-
It has dark brown colour with very high content of co2 which makes
COLA flavours very heavy. It is available in different volumes in market
like:
 200ml glass bottle
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 2 litre pet bottle
 330 ml cane
(iii) FANTA ORANGE & FANTA APPLE:-
It come in many flavours like orange with light content of co2 that makes
its flavours delicious. It is available in different volumes in market.
 600ml pet bottle
 2 lt pet bottle
(iv) LIMCA :-
It has light grey colour with light content of co2 that makes its flavours tasty.
It is available in market in following packs of quantities:
 600ml pet bottle
 2 lt pet bottle
 330ml cane
(v) SPRITE :-
It is colourless with packing in green coloured bottle. It has normal content
of co2 . It has a nice flavours available in market in following packing:
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 600pet bottle
 2 lt pet bottle
 330ml cane
(vi) MINUTE MAID PULPY ORANGE
It is of yellow colour with decent taste of Orange. it does not contain co2.it is
only available in PET bottle.
 250ml PET bottle
 400ml PET bottle
 1 Ltr. PET bottle
(vii) MAAZA :-
It is of yellow colour with decent taste of mango. it does not contain co2.
 200ml tetra pack
 600ml pet
 1.2 lt pet
(viii) SODA :-
It is colourless & available in market in 300 ml glass bottle in market.
(ix) KINLEY WATER :-
It is mineral water available in following volumes in market:
 1 lt pet bottle
 2 lt pet bottle
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2.PRICE-
The pricing of coca-cola product is very much different than any other
FMCG .pricing is determined on the basis of volume, channel and category
of the outlet. Basically following pricing method are experienced by
company.
 Discount pricing
 Variable pricing
 Skimming pricing
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DISTRIBUTION IN THE COCA-COLA SYSTEM
Getting Products to Market
One of the value of the coca-cola system is presence that coca-cola should exist
everywhere. In the words of former CEO-India operations - Richard Nichoilas,
"Our goal is to have coke available within an arm's reach of desire". To fulfill
this gool, coca-cola not only produces products, but also has an effective systems to
distribute them all over India.
Distribution
Distribution Sales + Delivery + Merchandising + Local Account Managemetn.
Distribution of Coke's products includes the activities of sales, delivery
merchandizing and local accounts management. These are two major types of
distribution systems.
(i) Direct and Indirect
In direct distribution, the bottler partner direct control over the activities of
sales, delivery, merchandizing and local account management.
In indirect distribution, an organization which is not a part of the coca-cola
system has control of one or more of the distribution elements (Sales,
Merchandizing and local accounts managements).
With Direct distribution there are two types of sales:-
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Advanced sales and conventional sales.
In conventional sales, all the distribution activities (Sales, Delivery, Merchandizing
and Local Accounts Management) are performed by the same persons.
In advanced sales, sales and delivery are performed by different people within the
coco-cola system.
Difference between a Customer and a Consumers.
 A consumer is some one who drinks coca-cola products.
 A customer is a business location which sells or serves coca-cola products to
consumers.
Merchandizing
One the products are delivered to the customer's they are promoted at the point-of-
purchase to maximize the company's sales opportunities, merchandizing involves
looking at the presentation of the products through the eyes of the consumers. It is an
on-going process that help the company present its products properly to the
consumers in the market place for instance, is the display attractive? Are the product
neatly organized.
Presenting The Products
Coca-Cola presents its products for sale in four different ways. They are as follows:
 Secondary Display
 Coolers
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 Vending Machines
 Post Mix / Pre Mix
India's Relationship with Coca-Cola
Just after independence, the Maharaja of Patiala oversaw his coca-Cola-Cola hoarding
from his huge, ornate palace, Coca-Cola export representative Frank Harrold, was
awed by the Maharaja's opulent life style. In 1993 after Coca-Cola returned to India
after a 16 years absence (beorge Fernandes threw the company out of the country in
1977 on the pre text that it had refuse to divalge its formula to Indian officials), CEO
of the Coca-Cola Company, Robesto boirueta "Salivated over a virtually untapped
market of 840 million people".
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PROMOTION : THE COCA-COLA WAY
Goal for the 90's
"To place coca-cola within an arm's reach of desire.
Consumer activity clusters:
 Grocery shopping
 Other shopping & services
 Eating and drinking Entertainment/ Recreation. Leisure
 Travel / Transportation/ Hospitality
 Educational
 At Work
The 3A's:
The strategy for reaching in creasing numbers of consumers in India is based on the
belief that consumers will buy our products it they are Available, Affordable and
Acceptable.
Strategies for the 3A's
 Focus on the consumer and customer,
 To provide quality customer services, and caring about the quality of performance
in respective jobs.
 Caring enough about what we do, to it the best we know how.
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The 3A's is Coca-Cola underlying strategy for meeting its goal to reach increasing
numbers of consumer's. How does coke position its limited resources to help meet its
good. Let us explore the specific ways in which the Coca-Cola system addresses each
of the 3A's.
Availability
Some of the way sin which the Coca-Cola Company hopes to increase availability of
its product include improved or innovative packaging, dispensing systems,
distributions system, marketing.
Affordability
The ways to address affordability include pricing decisions, as well as resource
management. To make its product available at a price affordable to the consumer.
Continually processes more efficient and therefore more cost-effective.
Acceptability
Making coca-Cola brand products the beverage choice for any occasion's depends on
a variety of strategies to reach the target audience. The common strategies adopted to
effect acceptability were though sponsorships, promotion youth market activities,
community programs, and other activates.
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MEANING OF THE PROJECT
Project gives us necessary guidance and thought for the foundation of business. A
project is an essential requirement of business and for motivated person. Prior starting
of any project it is necessary to understand the meaning of every letter of word
"PROJECT". Each letter of the project has its special meaning that is discussed.
P: Planning:
The first letter "p" stands for planning. Planning is the word that means prior the
construction of anything and for their arrangement there should be good planning
which gives better result in manufacturing the thing that is being prepared as well as it
is the bridge of between present and future.
R: Resource:
"R" stands for resource as. Resources give the current idea to promote the work.
O: Operation:
It is a process of performing various functions in a systematic way.
J: Joint Effort:
A project cannot achieve its maximum success with out the complete Co - operation
of group member.
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E: Engineering:
Engineering is a branch of science under which a given task can be performed
efficiently with the help of knowledge and techniques in a short duration by
employing less money.
C: Communication:
Communication simply means the exchange of ideas, which flows between two or
more persons as well as from one place to an other place.
T: Techniques:
Techniques is a simply an art of performing a task the project should be finished with
different techniques of works.
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OBJECTIVE OF THE PROJECT REPORT
 To know the brands of coca-cola
 To know the pricing strategies of coca cola
 To know the distribution strategies of coca cola
 To know the 3A’s strategies of coca cola
 To find out the needs and wants of consumer
"Change is the only thing which is const
As rightly said by the someone body. The far - reaching and pervasive changes in the
business environment necessitate & strategic thinking on the part of liberalization &
privatization of economy is now thrown open to heavy competition from the private
& public companies. It has only recently upon itself a mission to change far better
services. With the opening of the different companies have tuff a head to maintain it's
reputation as the number one company. Thus to maintain it's service quality, it needs
to continually monitors its customers it's customers needs & preferences & attitude
towards the company.
So, the advertisement plays an important role the buying behaviors of the customers.
Now a day, the customer is the main focal point in any industry. upto what extent
advertisement affects the buying behavior of customers.
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ADVERTISING OBJECTIVES
Advertising is a form of promotion, like a promotion, the objectives of advertising is
exposure, attention, comprehension, attitude change, and behavior and action. As in
the case of all promotion, advertising objective should be specific. This requires that
the target consumers should be specifically identified and that the effect which
advertising is intended to have upon the consumer should be clearly indicated.
The objectives of advertising were traditionally stated in term of direct sales goals. A
better approach however is to view advertising as having communications objectives
that seek to inform, persuade and remind potential customers of the worthwhile ness
to the product. Advertising seeks to condition the consumer so that she may have a
favorable reaction to the promotional, message. The goal is to improve the likelihood
of the customer buying the particular product. In this sense advertising is an excellent
example of the close relationship that exists between marketing communication and
promotional strategy.
Advertising objectives serve as guidelines for the planning and implementation of the
entire advertising programmed.
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THE BASIC OBJECTIVES OF AN ADVERTISING PROGRAMME
INCLUDE
 To stimulate sales amongst present, former and future consumers. It involves a
decision regarding the media, e.g. TV rather than print:
 To communicate with consumers. This involves decision regarding copy:
 To retain the loyalty of present and former consumers. Advertising may be
used to reassure buyers that they have made the best purchase, thus building
loyalty to the brand name or the firm.
 To increase support. Advertising impliedly bolsters the morale of the sales
force and of distributors, wholesalers and retailers: it thus contributes to
enthusiasms and confidence attitude in the organization:
 To project an image. Advertising is used to promote an overall image of
respect and trust for an organization. This message is aimed not only at
consumers but also at the government, shareholders, and the general public.
 Each advertisement is a specific communication that must be effective, not
just for one customer, but for many target buyers.
 This means that specific should be set for each particular advertisement as
well as a whole advertisement campaign.
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WHAT ADVERTISING IS NOT: ACTIVITIES EXCLUDED FROM IT-
 Advertising is not an exact science. An advertiser circumstances are never
identical with those of another he cannot predict with accuracy what results his
future advertising efforts will produce.
 Advertising is not a game because if advertising is done properly both the
buyer and the seller benefit from it.
 Advertising is not a toy. Advertising cannot afford to play with advertising.
They realize that advertising funds come form sales revenue and must be used
to increase sales revenue.
 Advertising is not designed to deceive. Apart from ethics, the desire and hope
for repeat sales insures a high degree of honesty in advertising.
 The activities excluded from advertising include the offering of premiums to
stimulate the sale of product: the use of exhibitions and demonstrations at
fairs, show, and conventions: the use of samples and the so-called publicity
activities, involving news releases and the activities of personal; selling forces:
the payment of advertising allowances which are not used for advertising the
entertainment of customers etc.
 Though these activities are not identified as advertising they all have some
economic objective of stimulating sales.
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WHAT ADVERTISING INCLUDED
 The information in advertising should be of benefit to buyers. It should guide
them to a more satisfactory expenditure of their rupees.
 It should suggest better solutions to their problems; otherwise the advertiser
will not get the continued patronage he needs to maximize his long-term
profits.
 The content of the advertisement is within the control of the advertiser, not the
medium.
 Advertising devoid of persuasion is ineffective. The advertisement that fails to
influence anyone, either immediately or in the future, represents a waste of
money.
 The function of advertising is to increase the profitable sales volume. This
implies that advertising expenses should not increase disproportionately.
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ADVERTISING INCLUDES THE FOLLOWING FORMS OF MESSAGES
The message carried in newspapers and magazines; on outdoor boards; on streetcars,
and poster, on roads; on radio and television broadcasts; and in circular of all kinds,
whether distributed by mail, by person, through tradesmen or by inserts in package;
dealer help materials; window display and counter-display materials and efforts; store
signs, motion pictures used for advertising and novelties bearing advertising messages
or the4 signature.
It was descriptive Project design, the study conducted was exploratory. The method
used was survey.
Sample size:
The sample size for the Project was 100. The breakup of the sample size was done
depending upon the requirement.
Method of Data Collection
Instrument used
The instrument used to gain the response of the customers was a structured
questionnaire the questionnaire conducted both closed and open ended question. The
questionnaire design was carefully developed.
Analysis and finding:
Simple mathematical percentage method was used to analyses the responses of the
sample.
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THE MISSION AND COMMITMENTS
"To be recognized as the global business leader, coca-cola distinguish itself. Our
ultimate challenge is to make all of our assets - out trade marks, our global
distribution system and our customer relationship distinctive in every way".
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PROJECT METHODOLOGY
To make further advances in the project we devised a suitable methodology with the
help of which we could proceed further in our project. As our project was based on a
survey therefore preparing a structured questionnaire started the methodology applied.
The questionnaire was carefully drafted in order to ensure and realistic information
from the customer. Also the format was such that the respondent did not irritated and
the customers easily gave the information sought.
After preparing the above said questionnaire, I started to know about the effect of
advertisement on cold drinks. The response from respondents was mixed. Some are
very reluctant to fill the questionnaire and some are very supportive and further
interpretation of data taken place by the given below method. In this way I finished
my Project work which are in brief are as follows:
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Information Required:
 Information regarding services provided.
Type of Project:
PROJECT DESIGN data and collection method
PROJECT METHODOLOGY
FIELDWORK
analysis and interpretation
PROJECT METHODOLOGY
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RESEARCH METHODOLOGY
Management is any organization needs information out potential market and
environmental forces. In order to develop successful strategic marketing plans and to
respond to change in the market place. Marketing Research including all the activities
than enable an organization to obtain the information, it need to make decision about,
its environment, its marketing mix and its present potential market.
Philip Kotler defines marketing researches as "Marketing Research is the
systematic design, collection, analysis and reporting of observations and finding
relevant to a specific markets situation faced by the company."
The present research was conducted with reference to the distribution of soft
drinks among different retail outlets in Meerut.
There is the research methodology adopted by me to conduct my research.
As per requirement question was formulated and care was taken to include
every aspects of the study.
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RESEARCH
Research in common partance refers to a search for knowledge. One can also
define research as a scientific and systematic search for pertinent information on a
specific topic.
Systematized efforts to gain new knowledge. Can called research process.
According to differed Woody research comprises defining and redefining problems,
formulating hypothesis or suggested solutions, collecting organizing and evaluating
data making deductions and reaching conclusions and at last carefully testing the
conclusions to determine whether they fit the formulating hypothesis.
TYPES OF RESEARCH:
The Basic Types of Research Are as Follows:
1. Descriptive vs. Analytical: Descriptive research includes survey and fact-finding
equines of different kinds. The major purpose of descriptive research is discretion
of ten states of affairs, as it exists at present. In social science and business
research studies. The main characteristic of the method is that the are searcher has
no control over the variables. He can only report what has happened or what is
happening. Most exposit factor research projects are used for descriptive studies in
which the researcher seeks to measure such items.
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2. Conceptual vs. Analytical: Conceptual research is that related to some thinkers
to develop new concepts or to reinterpret existing ones. On the other hand,
empirical research relies on experiences or observation alone, often without due
regards for system and theory.
3. Applied vs. Fundamental: Applied research aims at finding a solution for
industrial/business organization, whereas fundamental research is mainly
concerned with generalizations and with the formulation of a theory.
4. Quantitative vs. Qualitative: Qualitative research is based on the measurement
of quantity or amount. It is applicable to phenomena that can be expressed in
terms of quantity. Qualitative research, on the other hand, is concerned with
qualitative of kind.
Some other Types of Research: Such research follows case study methods or in
depth approaches to reach the basic causal relations. Such studies usually go deep into
the causes of things or events that interest us, using very small samples and very deep
exploratory or it may be formalized. Exploratory research is the development of
hypothesis rather than their testing, whereas formalized research studies and those
with substantial structure and with specific hypothesis to be tested.
RESEARCH APPROACHES
Quantitative vs. Qualitative: Quantitative research is based on the measurement of
quantity or amount. It is applicable to phenomena that other hand, is concerned with
qualitative research, on the other hand, is concerned with qualitative phenomenon, i.e.
we are interested in investigating the reasons for human behaviour (i.e., why people
think or do certain things,) we quite often talk of "Motivation Research', an important
94
type of qualitative research. This type of research aims at discovering the underlying
motives and desires, using in depth interviews for the purpose. Other techniques of
such research are word association tests, sentence completion tests, story completion
tests and similar other projective techniques. Attitude or opinion research i.e. research
designed to find out how people feel or what they think about a particular subject or
institution is also qualtitative research. Qualitative research is specially important in
the behavioural sciences where the aim is to discover the underlying motives of
human behaviour. Through such research we can analyse the various factors which
motivate people to behave in a particular manner or which make people like or dislike
a particular thing. It may be stated, however, that to apply qualitative research in
practice is relatively a difficulty job and therefore, while doing such research, one
should seek guidance from experimental psychologists.
Sample Units:
Two of the Number one brands in India namely brands Coca Cola and Escorts
Yamaha, respectively, were chosen on the basis of their market shares. These two
industries were chosen on the basis of the usage of the products, as the usage of
FMCG's and Consumer Durable high and is noticeable. Moreover two different
industries were also chosen keeping in mind objective of the Study.
Sample Design:
Non-probability sampling was resorted to and the methods used is Convenience
sampling and Judgment sampling.
Sample Design:
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The total sample size is 120 which includes consumers of all the four brands, retailers
of Pepsi $ Coca Cola.
Data Collection:
Data was collected both from Secondary source as well as Primary data was also
collected. A structured Questionnaire method was used to collect the primary data.
Secondary data was soured from various published sources which includes magazines
like A&M, Business India and Business World. Newspapers like brand Equity, Brad
Wagon and the times on India were also used. Annual Report of Yamaha and Coca-
Cola and books like" for God, country and Coca-Cola and "Fours" by AI Ries were
also referred.
Data Analysis Techniques used are:
 Modal Value
 Correlation
 Simple Average
 Percentage
Data was analysed manually and with the help of computer software EXCEL, to make
graphs and pie charts.
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DATA COLLECTION
There are two types of data;
1. Primary data
2. Secondary data
Primary Data:
Primary data are those, which are collected afresh, and for the first time. in this
Project work Projector has collected only primary data. The primary data has been
collected through survey method.
Secondary Data:
Secondary data are those already been collected by someone else and which have
been passed through the statistical process. Secondary data may be published or
unpublished data like from newspaper, books, journals, government records,
company's record, and public.
PROJECT AREA
For the completion of my Project report Ghaziabad was allotted to me for my Project
report work. I have completed all the tasks in Ghaziabad. Ghaziabad is a big city. The
name of places of Ghaziabad where I meet to the different customers.
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98
Q.1 DO YOU TAKE COLD DRINKS
YES NO
92 8
2-D Column 1
100 92
80
60
40
20 8
0
1 2
Out of 100 RESPONDENTS 92 TAKE COLD DRINK
99
Q.2 Which brand you prefer most ?
DIET COKE Pepsi cane Fanta apple
51 27 10
23%
42%
35%
Diet coke pepsi cane fanta apple
100
Q.3 FLAVOUR, DO YOU PREFER
COLA ORANGE LEMON PLAIN SODA FRUIT DRINK
45 20 10 15 10
50 45
40
30
20
20 15
10 10
10
0
COLA ORANGE LEMON PLAIN FRUIT
SODA DRINK
OUT OF 100 RESPONDENTS, 45 TAKE COLA, 20 TAKES ORANGE, 10
TAKES LEMON, 15 TAKES PLAIN SODA, 10 FRUIT DRINK.
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Q.4 WHEN YOU TAKE SOFT DRINK
LUNCH ANY FOR CELEBRATION OCCASSIONAL DO
DINNER TIME TIME NOT
PASS
5 10 20 35 25 5
40
35
35
30 25
25 20
20
15 10
10 5 5
5
0 LUNC H DINNER ANY TIM E F OR TIM E P AS S C ELEB RATION OCC AS S IONAL DO NOT
OUT OF 100 RESPONDENTS, 5 TAKE SOFT DRINK AT DINNER TIME, 10
RESPONDENTS SAYS ANY TIME, 20 RESPONDENTS TAKE SOFT DRINK
FOR TIME PASS, 35 RESPONDENTS SAY THAT FOR CELEBRATION, 25
RESPONDENTS TAKES OCCASSIONALY AND REST SAY DO NOT TAKE
SOFT DRINK.
102
Q.5 WHICH FACTOR INFLUENCES WHILE CHOOSINGA COLD DRINK
CHILDNESS PACKING FLAVOUR TASTE ANY
OTHERS
15 5 30 45 5
50 45
40
30
30
20 15
10 5 5
0
CHILDNESS PACKING FLAVOUR TASTE ANY OTHERS
OUT OF 100 RESPONDENTS 45 INFLUENCES BY TASTE AND 30 BY
FLAVOUR
Q.6 DO YOU THINK THAT ADVERTISEMENT OF THAT PARTICULAR
BRAND INFLUENCES YOU TO BUY?
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YES No Sometime Can't say anything
35 25 37 3
40 37
35
35
30 25
25
20
15
10
3
5
0
1 2 3 4
2-D Column 1
OUT OF 100 RESPONDENTS 37 SOMETIME INFLUENCES BY A
ADVERTISEMENT
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Q.7 WHAT IS YOUR PREFERRED PACKING
AVAILABILITY NO. OF REPONDENTS
200ML 30
300 ML 23
500ML 10
1 LTR. 5
1.5 LTR. 10
2 LTR. 15
FOUNTAIN 2
CAN 5
105
35 30
30
25 23
20 15
15 10 10
10 5 5
5 2
0
L L L . . . IN
0M M 0M
R R R AN
0 0 0 LT LT LT TA C
2 30 5 1
1.
5 2 UN
FO
OUT OF 100 RESPONDENTS 30 PREFER 200ML
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Q.8 HOW MANY TIMES DO YOU TAKE IN A WEEK
ALMOST EVERYDAY 10
TWICE A WEEK 15
THRICE A WEEK 10
ONCE 30
NOT REGULAR 35
40
35
35
30
30
25
20
15
15
10 10
10
5
0
ALMOST TWICE A THRICE A ONCE NOT
EVERYDAY WEEK WEEK REGULAR
OUT OF 100 RESPONDENTS 35 ARE NOT REGULAR TAKE COLD
DRINKS
SWOT ANALYSIS
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STRENGTHS
 Coke Company has a good market reputation and a strong distribution
network.
 Coke is having a multi brand strategy ad is looking for a great volume
opportunity in India.
 Coke is presently no. 1 player in Indian Carbonated soft drinks market.
 Coke was born 11 year before Pepsi (in 1987) ad a century later still maintains
that pioneering least.
 Pepsi and coke both have good brand image.
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WEAKNESS
 Coke has less no. of retailers
 Less force - it has less no. Have owned bottling plant.
 It has not planned for setting up of any new plants where their competitor has
planned to set up several new plants.
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OPPORTUNITY
 A rapidly growing market, which is expanding @ 205 every year.
 It can take the market very well with the new investment of Rs. 2400 corers.
 It can give a big jerk to its major competitor Pepsi it can increase its number of
fountain to a sizeable amount.
 Increasing trend of cold drink of different brands.
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THREATS
 It has a continuous threat from Pepsi as well as various other local soft drinks.
 Coke has a major market than Pepsi between the teenager as well as the
student due to advertisement of world cup cricket.
 A large amount of expenses on the advertisement.
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LIMITATIONS OF THE PROJECT
 No guidance in the field work.
 The study was conducted in only Ghaziabad only. Hence the study may not be
useful for projection of behavioral aspect of consumers living in other cities.
 People lack the time so they did not take interest.
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CONCLUSION
In the end I would like to conclude that this route ride was a great learning experience
for me, in which I learned about the marketing skills and strategic applied in the
market for sale of a product and marinating the company standards in the competitive
market conditions.
After going thick on the things, now time is to makes a complete picture. Marketer
needs to use advertising and brand building strategies to address the discerning buyers
and retail push to in different buyers. The manufacturer should understand consumer
behaviour because retailers can't help quality and price. It is only upto manufacturers
to deliver what the consumers want. I need to stress on it because 61% consumer said
it is demand they sell coca-cola 39% agree that at retail shop it is brand popularity,
which determine the purchase of biscuit.
The is a grater needs to understand the consumer behaviour considering them as a
team; working for the company may help them to be attached to the company. There
should be a feeling of belonging to the company in inner of the consumer. Setting
values club for consumer so that they may exchange views with the company and help
in understanding the consumer behaviour.
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According to my study, I have found that 92% consumer take cold drinks. In which
45% person take coke, 35% take pepsi, the rest 20% take other brands.
I can also say that most of the people take branded cold-drinks (75%). Advertising
plays a vital roll in choosing cold drinks from my study. I have seen that the factor
influence while choosing cold drinks are 40% advertising, 35% taste, 20% brand
name & 5% others, 35% people say that advertisement influences buying behaviour
of consumer.
In advertisement TV Ads holds the maximum market in advertisement of coca-cola
products. 51% are TV ads, 27% of the ads in print media, 12% by hoardings, & the
rest 10% are done by retailers.
So at last, I conclude that,
Thanda Mutlab Coca-Cola
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SUGGESTIONS & RECOMMENDATIONS
One the basis of my study of the market I would suggest the following, which
can do wonders in favour of the company.
1. When company change policy or implement new policy dealer's must be taken
into consideration.
2. Small gift should be given to dealer during festivals and make them to buy
more to the company product.
3. In off seasons cutting down the advertisement expenses the company should
focus to provide innovative schemes and incentive to customers and
dealers.
4. Quality department should be more effective.
5. New schemes launched should be backed up with adequate advertisement
campaigns.
6. The scheme should be carried out with proper channel and retailer should be
aware of it.
7. The company should have proper stock of ½ litre bottles of Coke so that
demand of the customer can be meet on time.
8. 6-9year age group is very potential and hence this should be targeted in
order to have an increase in sales.
9. If the price of Coca-Cola brands are slightly slashed then may be coca-cola
would gain a potential increase in its market share.
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10. The young and middle age group is main type of consumer there share should
be enhanced.
11. Company should attached proper promotion scheme.
12. The "Thumps-up 'brand should be given extra care as this is a very potential
product and could be a huge competition to Pepsi.
13. Female prefer orange flavour hence Fanta should be targeted in a
14. Such a manner that it become popular among this segment.
15. Coke and Limca have their respective segment, but these should
16. Be properly handled so that they are able to maintain their position.
17. Company should be careful have like pesticide case that should
18. Not be repeated in future.
19. Fanta brand should also be properly handled and effective advertising
campaigns shall be made
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QUESTIONNAIRE
Name: _____________________________________________________
Age: 15-20 21-24 25-35 35 and above
Family Income: ___________________________________________
Occupation: ________________________________________________
This survey is conducted to know the effect of advertisement on the soft drinks.
1. Do you take cold drinks?
(a) Yes (b) no
2. which brand do you prefer most ?
(a) DIET Coke (b) Pepsi Cane
(c) Fanta apple
3. Which flavour do you prefer
a) Cola
b) Orange
c) Lemon
d) Plain Soda
e) Fruit Drink (Non Aerated)
4. When would you like to have a soft drink
a. Lunch Dinner
b. Any Time
c. For Time Pass
d. Celebrations
e. Occasionally
f. Do Not Take
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5. Which factor influences you while choosing a cold drink?
g. Chilldness
h. Packing
i. Flavour
j. Taste
k. Please Mention if any other
6. Do you think that advertisement of the particular brand influences you to buy?
(a) Yes(b) No (c) Sometime
7. Which is your preferred Packing
(a) 200 ml
(b) 300ml
(c) 500ml
(d) 1Ltr.
(e) 1.5 Ltr.
(f) 2 Ltr.
(g) Fountain
(h) Can
8. How many times do you take in a week?
l. Almost everyday
m. Twice a Week
n. Thrice a Week
o. Once
p. Not regular
120
BIBLIOGRAPHY
BOOKS:
 Philip Kotlar, Marketing Management ; Analysis Planning & Control; Prentice
Hall, 9th Edition
 Saxena Ranjan, Marketing Management; TATA Mcgraw Hill, 4th Edition,
2000.
 Dr. R.L. Varshney & Dr. S.L. Gupta, Marketing Management; An Indian
Perspective; Sultan Chand & Sons Education Publishers, New Delhi; 2nbd Ed.
2001.
 Cravens & Hills & Woodruff, Marketing Management; A.I.I.B.S. Publishers
& Distributor, New Delhi, 4th Ed., 2003.
 Gupta Santosh, Research Methodology & Statistical Technique; Deep & Deep
Publication, New Delhi, Ed. 2002.
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MAGAZINES:
 Business To-day (Weekly), July 2010
 Business Word (Weekly), August 2010
 The Managers (Monthly), August 2010
 The Week (Weekly), July 2010
WEBSITES:
 www.coca-cola.com
 www.google.com
 www.pepsiworld.com
 www.myenjoyzone.com
 www.37.com
 www.coolzone.com
122

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A

SUMMER TRAINING PROJECT REPORT

Project studies constitute the backbone of my management education programme and

of MBA who required undergo practical exposure in an industry.

For the same I got opportunity to do the project on "A STUDY ON

CONSUMER PREFERENCE REGARDING COLD

relationship with prospective customers.

welcome any suggestion for improving the same.

Interdependence is a higher value than independence

I am thankful to Mr. Praveen Chaudhary (Area Sales Manager, Meerut,) who

helped me to materialize this report.

I am also thankful to Dr. Gaurav Kaushik H.O.D., & Mr. Prashant

steps of my project report work.

I VIKAS KUMAR hereby declare that the project titled “A STUDY ON

CONSUMER PREFERENCE REGARDING COLD

DRINKS AT COCA-COLA” is my own work and efforts which is

completed under the supervision of Mr. Prashant Sharma , Faculty of

The Summer Training report has been submitted to DEWAN INSTITUTE OF

MANAGEMENT STUDIES, Meerut for the purpose of the compliance of any

requirement of any examination or any degree earlier.

M.B.A 3rd Sem.

Roll No. - 0907470103

 Objective of the Project 80

 Data Analysis and Interpretation 97

 SWOT Analysis 107

 Suggestions & Recommendation 115

brand and pack visibility survey.

percentage monopoly of coke and Pepsi in these outlets. After that I

have done another survey related to visibility of products In these

or which one is visible in comparison to Pepsi. At every route we found

some problems related to shortage of brands and problem of improper

retailers getting product at cheaper cost in comparison form what they

are getting from distributor.

world oldest soft drinks manufacturer.

and with a less satisfactory taste than coke.

quality control and dull packaging.

equipped than the plant at Najibabad.

as our system successfully responded to and managed worldwide challenges and

opportunities with flexibility, speed and professionalism".

 Worldwide unit case volume grew 4 percent in the first quarter.

and a gain from a litigation settlement.

million contribution to the Company's U.S. pension plan.

41st consecutive annual increase.

growth in North America and 4 percent internationally.

environment that has impacted many business sectors.

adversely affected by short-term external factors, including a slowdown in "away

"Throughout the quarter, we achieved share gains as our system successfully

responded to and managed worldwide challenges and opportunities with flexibility,

reduction of $ 0.03 per share related to the previously announced streamlining

on earnings per share is summarized as follows:

Goodwill and Intangible Assets

Investments in Latin America

expects strong cash flows to continue in the future.

billion of its stock in 2004.

consecutive annual increase.

in the Retail Division, offset by a decline in the Foodservice and Hospitality

drink industry, including share position improvements in the major beverage