MARKETING MANAGAMENT IN 21STCENTURY

SUMMER PROJECT
Submitted by Roll no.

Under the Guidance of

CONTENTS
Synopsis Chapter 1. Introduction 1.1 1.2 1.3 Historical development of coca- cola What is Brand and Brand awareness ? Advantages of Brand awareness.

2. Coca- cola at a glance 2.1 2.2 2.3 2.4 2.5 2.6 History of the organization. Companys product range. Companys business performance. Success mantra of coca- cola. Location of factories and warehouses. Details of the product under study.

3 . project design and research Methodology. 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 Problem of the study. Objectives of the study. Scope of the study. Project methodology. Sources of data collection. Questionnaire formulation. Chapterisation. Sampling and analysis. Limitations.

4. Data analysis 4.1 Retailers information source. 4.2 Retailers product awareness. 4.3 Brand perception by the retailers. 4.4 Brand highly preferred by the retailers. 4.5 Assessment of marketing variables by the retailers. 5. Findings, suggestions and conclusion

5.1 5.2 5.3

Findings Suggestions. Conclusion.

Appendices I) ii) Bibliography. Questionnaire.

1.

INTRODUCTION

Historical development of Coca - Cola. What is Brand And Brand Awareness? Advantages Of Brand Awareness

COCA COLA (INDIA) LIMITED

1.

Introduction
1. 1. HISTORYDEVELOPMENTOFCOLDDRINKS Any drink that is not hard liquor can be referred to as a 'soft

drink'; however, in this piece 'soft drink' refers to carbonated, sweetened beverages also known as soda or soda pop. Why did people want to drink carbonated water? Well, because bubbling water was equated with health; mineral baths had been popular at least since the times of the ancient Romans. If the waters were good to soak in, the reasoning went, how much better for you to drink.

1886 is a key year for soft drink history for other reasons, too: CocaCola Jacob's Pharmacy of Atlanta, Georgia, became the debut site for Coca-Cola. Conceived of as a headache remedy by pharmacist John Pemberton, the syrup was sold on a trial basis to William Venable, the counterman at Jacob's. Venable added a shot of the syrup, made in part from the leaves of the coca plant and the caffeine-laced juice of the kola nut The 1960's saw the beginnings of the diet drink industry. No-Cal Ginger Ale was the first diet soft drink , and was created in 1952 by Kirsch

Beverages of Brooklyn, New York. Saccharine-sweetened, it was designed for diabetics. In 1962, Diet-Rite Cola, from the Royal Crown Company, was the first drink sold nationwide. Diet Pepsi went on the market in 1965. In the 1980s, manufacturers started using aspartame, under the trade name Nutra-Sweet. Consumers liked the more 'natural' taste. . In the 1990s, clear versions of popular soft drinks enjoyed a brief fad. Fruit juice based soft drinks began to be more popular. The soft drink industry has grown steadily since its beginnings, and has weathered economic downturns, wars, and the health movement; through constant adaptation and market research, they anticipate and meet the public's ever-changing taste.

1.2 WHAT IS BRAND AND BRAND AWARENESS

A product is something thats made in a factory but a brand is something that is brought by the customers. The customers can copy a product, but a brand is unique. A product can be quickly out dated but brand, properly managed can be time less. As per the professional marketers Branding is the art and corner stone of marketing. But in a proper sense a Brand may be defined as: A brand is a name, term, sign, symbol or design or the combination of them, intended to identify the goods and services of one seller or group of sellers or in essence a brand d\identifies the seller or the maker. It can be a name trademark, logo or other symbol. But a brand is a mire complex symbol then it appears. A brand can convey unto six levels of meanings. They are attributes, Benefits, Values, Culture, Personality and User. Most brands die. Many are still born: some however live on and on and on. And the place where they live is not only the shelves of the retail counter or at the end users home but also in the peoples mind. This is what we call as brand awareness.

The job is actually started with creating a product, giving it a proper brand name and making it aware among the target customers the critical task lies here with the marketer is to make the target customers aware of the brand. 1.3 ADVENTAGES OF BRAND AWARENESS Brand awareness plays a vital role in todays market. It helps the seller and also the4 buyer and even has some positive societal values. It describes the product by building some comprehension. It plays an economical role in efficient reminding of the product. Brand awareness persuades the customers and develops enthusiasm for having the product Brand awareness persuades the customers and develops enthusiasm for having the product. Brand awareness helps a lot to speed up pull strategy as well as push strategy of the sales. Brand loyalty is developed only out of brand awareness and this increases the sales Further more push selling is quite effective and successful with brand awareness. This further persuades the customers to have the product of the brand of his knowledge, which is described by the seller.

Besides these facts, brand awareness helps in reducing the cost of the detailed promotional tools.

Moreover brand awareness gradually make the consumer interested to have the Product which in turn helps in developing strong desire to have the product . This ultimately the consumer enough to purchase the product . However the benefits of Brand Awareness can be stated from the buyers point of view . which are as follow :1) help Brand Aware4ness helps in product identification. 2) It can proceed toward Brand loyalty , which in turm can the manufacturer to exert quasi-monopolistic power.

3) Brand Awareness enables the manufacturer to carve out a niche dor itself.

2. COCA-COLA AT A GLANCE

History of organization Companys Product Range Companys Business Performance Commercial Success of Coca-Cola Location of Factory And Warehouse Details of The Product Under Study

COCA COLA (INDIA) LIMITED

2. COCA-CALA AT A GLANCE 2.1. HISTORY OF THORGANISATION

Coca-Cola is one of the most recognized Brand and long in the world. Coca-Cola is the most popular and biggest-selling soft drink in history , as well as the best-know product in the world.

In May, 1886, Coca Cola was invented by Doctor John Pemberton a pharmacist from Atlanta, Georgia. John Pemberton concocted the Coca Cola formula in a three legged brass kettle in his backyard.

Dr. Pemberton's partner and bookkeeper, Frank M. Robinson, suggested the name and penned, in the unique flowing script that is famous worldwide today.

In May, 1886, Coca Cola was invented by Doctor John Pemberton a pharmacist from Atlanta, Georgia. John Pemberton concocted the Coca Cola formula in a three legged brass kettle in his backyard.

Eventually he did acquire all rights to the beverage and in 1893 Coca-Cola became a registered trademark.

In 1887, another Atlanta pharmacist and businessman, Asa Candler bought the formula for Coca Cola from inventor John Pemberton for $2,300. By the late 1890s, Coca Cola was one of America's most popular fountain drinks, largely due to Candler's aggressive marketing of the product Candler focused on growing the soda fountain business for Coca-Cola, but there was another market available. In 1899, two men from Chattanooga, Tennessee, secured the rights to bottle Coca-Cola and distribute it throughout the United States. This set the foundation for today's worldwide bottling system. In 1999 The Coca-Cola Company purchased the soft drinks Brands of Cadbury Schweppes plc in various countries, including Great Britain. This resulted in the extension of our existing product range which included Coca-Cola, diet Coke, Coca-Cola Cherry, Fanta, Sprite, Lilt and Five Alive to include the Schweppes' range, Dr Pepper, Oasis, Kia-Ora and Malvern water. The Coca-Cola Brand will always thenumber one focus for CCGB but product innovation plays a vital role in the Company's business and future. In October 2001 the isotonic sports drink Powerade was launched, followed by the introduction of other Brands including diet Coke with Lemon, Coca-Cola Vanilla and diet Coke Vanilla. In 2004, Fanta Apple Splash, our first low sugar Brand, was launched.

In 2004 The Coca-Cola Company's share of the carbonated soft drinks category in Great Britain was 45.3%, and market share of the nonalcoholic beverages was 9.9%. Source: Canadean 2004 In 2005, we launched our fifth diet Coke variant, diet Coke with Lime, and relaunched our range of diet fruit carbonates (Fanta, Sprite, Lilt and Dr Pepper) as the 'Z', for zero added sugar, range. We also introduced a new Fanta choice - Fanta Summer Fruits. Another new development in 2005 was the reformulation of Oasis to reduce the sugar content. These developments meant that by the end of 2005, over 35% of our sales by volume were either low in sugar or diet/light drinks. We also launched sports water - Powerade Aqua+, a new sports water drink with natural fruit flavours that is free from artificial sweeteners and preservatives. 2005 also saw the launch of Brand new choices in the form of Nestea - an iced tea drink, plus a range of juice and juice drinks under the Minute Maid Brand. In February 2006, we launched Relentless, a new energy drink - our 21st Brand in Great Britain.

On 8th May 2006 we celebrated 120 years of inspiration at The Coca-Cola Company. During this time the Company has evolved from one product - Coca-Cola - to more than 400 Brands in 2006. In July 2006 we launched Coca-Cola Zero, our biggest Brand launch in over two decades. Coca-Cola Zero has the great Coke taste but with zero sugar. As Coca-Cola became more popular other companies began labeling their product Coca-Cola. These imitations were a significant problem until 1916 when Coca-Cola bottlers approved the design of the curved glass bottle that is today closely associated with the product. In 1945, "Coke" became a registered trademark and in 1977 the shaped bottle was also granted a registered trademark, highly unusual for packaging.

2 .2 COMPANYS PRODUCT RANGE

Coke is it being the worlds #1 soft drink company. The Coca-Cola Company owns four of the top five soft drink brands (Coca-Cola, Diet Coke, Fanta, Sprite, etc.) It is other brand includes Brrqs, minut maid, POWERade, and Dasani water. In North America it sells groups donones evian. It also sells brand from Dr Pepper Snapple group. (Crush, Dr Pepper, and Schweppes) outside Australia, Europe, North America. The firm makes or licenses more then 500 drink product in more then 200nation. The Coca-Cola company manufactures, distributes and market nonalcoholic beverage concentrates and syrups worldwide. It principally offers sparkling and still beverages. The companys sparkling beverages include nonalcoholic ready-to-drink beverages with with carbonation, such as energy drink, and carbonation water , flavored waters and enhanced waters, guices and juyices drink, teas, coffees, and sports drink . The Coca-Cola company also offers fountain syrups, and sonccentrates, such as flavoring ingredients and sweet nears. The company markets its nonalcoholic beverages under The Coca-Cola , Dietcoke , Fanta,and Sprite brand names .

Brand portfolio

Name

Launched Discontinued Notes

Picture

Coca-Cola

1886

The original version of Coca-Cola.

Caffeine-Free Coca-Cola

1983

Coca-Cola Cherry

1985

Was available in Canada starting in 1996. Called "Cherry Coca-Cola (Cherry Coke)" in North America until 2006. Zero-calorie variant (CocaCola Cherry Zero) also currently available.

New Coke/"CocaCola II"

1985

2002

Still available in Yap and American Samoa

Still available in:

Coca-Cola with 2001 Lemon

2005

American Samoa, Austria, Belgium, Brazil, China, Denmark, Federation of Bosnia and Herzegovina, Finland, France, Germany, Hong Kong, Iceland, Korea, Luxembourg, Macau, Malaysia, Mongolia, Netherlands, Norway, Runion, Singapore, Spain, Switzerland, Taiwan, Tunisia, United Kingdom, United States, and West Bank-Gaza
Still available in:

Coca-Cola Vanilla

2002

2005

Austria, Australia, China, Germany, Hong Kong, New Zealand (600ml only) Malaysia, Sweden (Imported) and Russia. Was called "Vanilla Coca-Cola (Vanilla Coke)" during initial U.S. availability.
It was reintroduced in June 2007 by popular demand

2007

Coca-Cola C2

2003

2007

Was only available in Japan, Canada, and the United States.

Coca-Cola with 2005 Lime

Available in Belgium, Netherlands, Singapore,Canada, and the United States.

Coca-Cola Raspberry

June 2005 End of 2005

Was only available in New Zealand.

Coca-Cola Zero 2005

Coca-Cola M5 2005 Coca-Cola Black Cherry 2006 Vanilla

Only available in Federation of Bosnia and Herzegovina, Germany, Italy, Spain, Mexico and Brazil Middle of 2007 Was replaced by Vanilla Coke in June 2007

Coca-Cola Blk 2006

Beginning 2008

of

Only available in the United States, France, Canada, Czech Republic, Slovak Republic, Federation of Bosnia and Herzegovina, Bulgaria and Lithuania

Coca-Cola Citra Coca-Cola Light Sango Coca-Cola Orange

2006 2006 2007

Only available in Federation of Bosnia and Herzegovina, New Zealand and Japan. Only available in France and Belgium. Only available in the United Kingdom and Gibraltar

Coca-Cola Classic

2008

Introduced in bottle form after Coke Classic in cans was made. Available in Australia and the United States.

2.3

COMPAZNYS BUSINES PERFORMANCE

it sells its finished beverages products primarily to distributors, and beverages concentrates and syrups to bottling and canning g operators, distributors, fountain wholesalers, and retailers. The company was founded in 1886 and is headquartered in Atlanta, Georgia.

Coca-Cola Bottling Co. Consolidated (CCBCC) is the second largest Coca-Cola bottler in the United States. The company is a leader in manufacturing, selling, and distributing soft drinks. It touts one of the highest per capita soft drink consumption rates in the world and manages franchise territories with a consumer base of more than 18 million people. With corporate offices in Charlotte, North Carolina, the company does business in 11 states, primarily in the Southeast.

2.4 COMMERCIAL SUCCESS OF COCA-COLA

In 1969, The Coca Cola Company and its advertising agency, McCann-Erickson, ended their popular "Things Go Better With Coke" campaign, replacing it with a campaign that centered on the slogan "It's the Real Thing." Beginning with a hit song, the new campaign featured what proved to be one of the most popular ads ever created. The song "I'd Like to Buy the World a Coke" had its origins on January 18, 1971, in a fog. Bill Backer, the creative director on the Coca-Cola account for McCann-Erickson, was traveling to London to join two other songwriters, Billy Davis and Roger Cook, to write and arrange several radio commercials for The Coca-Cola Company that would be recorded by the popular singing group the New Seekers. As the plane approached Great Britain, heavy fog at London's Heathrow Airport forced it to land instead at Shannon Airport, Ireland. The irate passengers were obliged to share rooms at the one hotel available in Shannon or to sleep at the airport. Tensions and tempers ran high. The next morning, as the passengers gathered in the airport coffee shop awaiting clearance to fly, Backer noticed that several who had been among the most irate were now laughing and sharing stories over bottles of Coke.

In that moment, I began to see a bottle of Coca Cola as more than a drink. I began to see the familiar words, "Let's have a Coke," as a subtle way of saying, "Let's keep each other company for a little while." And I knew they were being said all over the world as I sat there in Ireland. So that was the basic idea: to see Coke not as it was originally designed to be - a liquid refresher - but as a tiny bit of commonality between all peoples, a universally liked formula. The television ad "I'd Like to Buy the World a Coke" was released first in Europe, where it garnered only a tepid response. It was then released in the U.S. in July, 1971, and the response was immediate and dramatic. By November of that year, Coca-Cola and its bottlers had received more than a hundred thousand letters about the ad. At that time the demand for the song was so great that many people were calling radio stations and asking them to play the commercial. "I'd Like to Buy the World a Coke" has had a lasting connection with the viewing public. Advertising surveys consistently identify it as one of the best commercials of all time, and the sheet music continues to sell more than thirty years after the song was written.

2.5 LOCATION OF FACTORY AND WAREHOUSES

Coca cola Company having its manufacturing units and warehouses in all most of all the countries. But in Orissa factories in one location. It is located in Khorda.

2.6 DETAILS OF THE PRODUCT UNDER STUDY

The product taken by the researcher for the study was CocaCola, one of the specialty products of Coca-Cola under the product category of soft drink. The main competitor of Coca-Cola is Pepsi. PACKAGE AND PRICE The product Coca- Cola is available in the market in three different variants, coming in five different sizes such as 200 ml, 300 ml, 600 ml, 1.25 lt and 2 lt. the three variant of Coca Cola are Water, Sugar and Acidity regulator. Whereas the competitors brands available in the market comes in three to four variants.

Brand

Coca-Cola

Sprite

Maaza

Limca

Thumps up Fanta

Variants

Water, Sugar, Acidity regulator

Carbonate, Water, Sugar Acidity regulator

Water, Mango, Sugar, Acidity regulator

Water, Sugar, Acidity regulator

Care water, Sugar, Acidity regulator

Carbonate, Water, Sugar, Acidity regulator

Pack size

200,300,6 200,300,60 200,300,60 200,300,60 200,300,60 200,300,60 00 ml, 0 ml, 1.25 0 ml, 1.25 0 ml, 1.25 0 ml, 1.25 0 ml, 1.25 1.25 lt, 2 lt lt, 2 lt lt, 2 lt lt, 2 lt lt, 2 lt lt, 2 lt

Price

Rs. Rs. Rs. Rs. Rs.

8.00, 10.00, 23.00, 35.00, 55.00

Rs. 8.00, Rs. 10.00, Rs. 23.00, Rs. 35.00, Rs. 55.00

Rs. 8.00, Rs. 10.00, Rs. 25.00, Rs. 35.00, Rs. 55.00

Rs. 8.00, Rs. 10.00, Rs. 23.00, Rs. 35.00, Rs. 55.00

Rs. 8.00, Rs. 10.00, Rs. 23.00, Rs. 35.00, Rs. 55.00

Rs. Rs. Rs. Rs. Rs.

8.00, 10.00, 23.00, 35.00, 55.00

3. PROJECT DESIGN AND RSEARCH METHODOLOGY

PROBLEM OF THE STUDY OBJECTIVES OF THE STUDY SCOPE OF THE STUDY PROJECT METHODOLOGY SOURCES OF DATA COLLECTION QUESTIONAIRE FORMULATION CHAPTERISATION SAMPLING AND ANALYSIS LIMITATIONS

COCA COLA (INDIA) LIMITED

3. PROJECT DESIGN AND RSEARCH METHODOLOGY 3.1 PROBLEM OF THE STUDY. The problem of the study is to know t6he brand awareness of sthe product under study and also to analyze the latest retailers preference for the branded toilet soaps in silk city BERHOMPUR so that the researcher can know for which brand the consumers demand for. 3.2 OBJECTIVES OF THE STUDY. The Major Objectives of this study is to know the brand awareness of
Coca Cola along with the retailers preference towards the branded soft drink which the consumers prefer for. This is followed by certain other objectives, namely:Find out main hurdles in the sales of the Coca Cola and factors affecting in its sales growth. 2) 3)
4)

1)

To determine the brand awareness among different group of retailers. To know the influence of different factors in the purchase of the Coca Cola. To know the attitude of the retailers towards advertising (promotion) in different Medias and how it helps in the buying decisions of the product. To what extent the retailers are satisfied with the dealers service quality. Price of the product, and profit margin offered by the company. To identify the steps to be taken for the improvement in the selling process of the product.

5) 6)

3.3

SCOPE OF THE STUDY The present study has been conducted on the retailers brand awareness for the

product t and also to know the retailers preference for the branded soft drink in India. This study will be immense use for the future researchers who will conduct similar studies. Presently the knowledge of brand awareness is of highest importance for the companys executives to disseminate other marketing activities. The scope of the study is also know the actual position of the product in market on the basis of the total sales. The company can also know the percentage of the retailers aware of the product, and percentage of the retailers actually dealing with it. So that the company can take necessary steps to overcome the barriers for the better sales of the product. Hence, the prese3nt study will be of high importance as a tool for the future reference for the companys executives.

3.4

PROJECT METHODOLOGY It is the body of the methods or rules employed by the researcher to conduct the

present project study, so that a systematic procedure is followed. The systematic methodology deigned to conduct the study is as follows: 3.5 SOURCES OF DATA CALECTION The data used in the project study and also for the preparation of the project report consists of both (a) (b) (a) Primary source of data, and Secondary source of data collection.

Primary source of data collection The primary source of data is collected from the retailers of different areas of

Berhampur city through the questionnaire prepared by the researcher with the help of his guide, so that correct information can be gathered. Secondary source of data collection. The present researcher has consulted the companys annual report, brochures, newspapers, magazines, journals, and various internet search engines for the collection of the secondary source of information.

(c)

3.6

QUESTIONAIRE FORMULATION
The analytical studies of the project where made through the survey

conducted in Berhampur city. To make the survey the researcher had prepared the questionnaire. The questionnaire is based on the main problem of the study also there are some questions related to the subsidiary problem of the study wherever required some cross-questions were added by the researcher to know the truthfulness of the answers given by the retailers. While preparing the questionnaire at most care was taken, so that the respondents could answer the questions with ease, having no hesitation. 3.7 CHAPTERISATION The entire data collected has been arranged in the following chapters:1) 2) 3) 4) 5) 3.8 Introduction Details of the company Project design and methodology Data analysis Finding, suggestions and conclusions.

SAMPLING AND ANALYSIS The sampling universe for the survey is the retailer of different places of the city.

Random sampling i.e. five samples from each place has been taken for the purpose of the survey. Before critical analysis, the entire Berhampur market was segmented into three zones by the researcher. These three zones are selected on the basis of the living standards of the people of these locations, market position, and also on the basis of the flow of the customers to the different retail markets.

The three zones are name as zone A, zone B, zone C respectively. ZONE A covers the areas of Saraf. ZONE B covers the areas of Nagin ZONE C covers the areas of Hindustan Trading Co . The researcher has analyzed the problem by taking differe3nt classifications of the retailers. Also for the3 purpose of analysis various statistical tools, tables, graphs [bar & pie] has been used.

3.9

LIMITATIONS
During the present project study the researcher has met with the following

limitations The major limitation during the present study was the confidentiality of certain data, which was highly pertinent for the completion of the present study. Some ho0w the researcher managed to get the data by applying other means.
2)

1)

The busy schedules of the retailers also pose as a major limitation in the present study. The time frame of two months for the completion of the project is quite insufficient to gather maximum data pertain into the present study. The data collected from various consumers may be incorrect to some extent due to their bias nature.

3)

4)

5)

One of the major problems the researcher face during the present study is

the cooperation from the consumers [retailers].Some retailers refused to respond to us as they thought the researcher is from the tax department and feared that the information given by them may be used for tax purpose.

6)

Lastly to tour lot of distances to cover the entire retail market of the

city has become a difficult task for the researcher.

4. DATA ANALYSIS

Retailer s information Source Retailer s product Awareness Brand Perception By The Retailers Brand Highly Preferred By The Retailer Assessment Of Marketing variables By The

Retailers

OCA COLA (INDIA) LIMITED

4.

DATA ANALYSIS
As our study is mainly based on the retail market

survey, an attempt is made to know the retailer and the retail market before making proper analysis of the data. Both in economics and in marketing, consumers are defined as those who are engaged in consumption. There are two types of consumers, who are engaged in consumption. There are two types of consumers, personal consumers and organizational consumers. Personal consumers are those who buy goods and services for their personal use or for the family use. Whereas the organizational consumers are the organizations that consume goods and services either for profit making business reason or to help meet a soci8al need in the areas such as education, religion, or for national security. Our study is abased on the retail market, so it is important to define retail market. A market is an open space, building or the geographical area offering opportunities for the sale of the products, livestocks etc: to a group of people. The term retail means to sell goods and provisions to final consumers who will not resell them.

So combining these two we get the definition for retail market. It can be defined as an geographical or space offering opportunities for the sale of goods or

provisions to the final consumers who will no resell them. The response of the survey were computed and the results were analyzed so as to fit the demand of out objective. Percentage analysis has been made and the results have been represented graphically and also in the tabular form. In total the researcher has surveyed 50 retail shops in BERHAMPUR CITY. In order to make proper analysis of the data collected through the questionnaire made by the researcher and has guide has been divided into different heads.

4.1 retailers information source in order to know the brand awareness of the produce, the researcher has found out the different information sources through which the retailer has come to now about product or which has inluenced the retailer to have the product. Thye different mediums through which retailer has come th know about the product are customers, saler force, advertisement and form some other sources. The following table shows the different information sources in percentages according to different zones, which wree surveyed in Berhamupr city. TABLE 1 > RETAILER INFORMATION SOURCES Zone Zone A Zone B Zone C Total Sales Force 22 18 18 58 Customers Advertisement Other Total sources 6 6 4 38 2 4 12 4 6 16 4 6 14 28 34 100

Note: All the figures mentioned in the above table are in percentages Method of calculation: Percentage Calculation = Number of respondents 50 x 100

From the above table it is clear that maximum number of the respondents are aware of the product i.e. 58% of the respondents are aware through the sales force of the company, whereas only 15% of the retailers are aware of the product through the advertisements in different medias.

G raph 1 Retailers Inform ation Source 60% 50% 40% 30% Percentages 20% 10% 0%
Adv ertisem entOther sources Sales force Custom ers

Zone A Zone B Zone C

Zone A Zone B Zone C

22 18 18

6 2 4

6 4 6

4 4 6

Inform ation Sources

4.2

retailers product awareness

In this section the researcher has defalt with the retailers product awareness.

For theis he has found out the retailers who are aw3are of the product, number of them dealing with it, the percentage of retailers who are satisfied with its profit margin and among them who are satisfied the sales. Table II Zones Zone A Zone B Zone C Total Aware of Dealing with Satisfied Coca-Cola Coca-Cola sales 32 16 4 32 26 90 18 12 46 8 4 16 with Satisfied profits 6 6 2 14 with

Note All the figures mentioned in the above table are in percentages Method of calculation: Percentage Calculation = No Of Respondents 50 From the above table it is clear that though 90% of retailers are aware of the product only 46% of them are dealing with it. Out of this 46% also only 16% and 14% are satisfied with sales and profit. The huge gap between the rate of awareness and rate of dealing may b e due to many factors, whatever may be it is deal that maximum percent of retilers are jnot satisfied with the product. x 100

If we take it zone wise also the trend is revealed.

Graph 2 Retailers Product Awareness 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Zone A Zone B Zone C
Awareness Dealing Satisfied with sense Satisfied with profit

Zone A Zone B Zone C

Percentages

32 32 26

16 18 12 Factors

4 8 4

6 6 2

4.3

BRAND PERCEPTION BY THE RETAILERS Table III shows the level of satisfaction when compared with the

more selling brands. In other words one can call this as the product or brand perception by the retailers. Table III Zones Zone A Zone B Zone C Total Highly Satisfied 16 12 10 38 Satisfied 12 14 16 42 Dissatisfied Highly Total Satisfied 2 4 34 4 2 8 3 5 12 33 33 100

From the above table it is clear that only 80% of the total retailers are satisfied with the products among the dealers who are dealing with it. It is clear from that almost al i.e. 20% of the retailers are dissatisfied with Coca-Cola. Though a high number of them are dealing with the product but there is no customer to take the product. Almost of all the retailers who are dealing with it are not at all interested in profit making with the help of this product just to have a verity in their counters they are dealing with the product.

Graph 3 Brand Perception by Retailers

Percentages

45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Zone A Zone B Zone C
Highly Satisfied Satisfied

Zone A Zone B Zone C

Diisfiedssat

Highly Dissatisfied

16 12 10

12 14 16

2 4 2
Product Perception

4 3 5

4.4

BRAND PREFERRED BY THE RETAILERS (On the basis of average monthly sales) It is important to know which brand is highly preferred by the retailers. In order to know this research has calculated that average sales percentage and on basos of this he has positioned different brands in their decreasing orders. Table 4

Brand Average Sales (in %) Sprite Maaza Fenta Thums up Coca-Cola Limca 35 30 24 18 14 10

Position 1 2 3 4 5 6

50 45 40 35 S p rit e 30 25 20 15 10 5 0 A V E R A G E S A L E P O S IT IO N S IN % A G E F a n ta Thu m s up C o c a -c o l a L im c a M aaza

4.5

ASSESSMENT OF MARKETING VARIABLES BY THE The section deals with various factors that retailers give

RETAILERS emphasis for improving the sales of the product PON soap. Table V Factors emphasized for improvement of Brand awareness & sales. Factors Zone A 22 Good Quality Effective Advertisement 24 Package Profit Margin Supply Of Fresh Stock RRRRRetailer incentives 14 10 20 12 Zone B 34 34 12 12 18 12 Zone C 16 28 18 14 18 8

Note: all the figures mentioned above are in terms of percentage. From the above table it is clear that nearly 90% of the retailers put emphasis on advertisement. It means that lack of advertisement is emphasis on advertisement. It means that lack of advertisement is happening the sales of the brand. Nearly 72% of the respondents gave happening the sales of the brand. Nearly 72% of the respondents gave emphasis on the quality of the product which implies the product is not

accepted by the customers due to bad or come quality. Also 50% of the respondents emphasized on the supply of the fresh stock due to which the retailer as hesitating to keep the stock.

40 35 30 G o o d q u ality 25 20 15 10 5 0 ZO N E A ZO N E B ZO N E C pa c k a g e pro fit m a rg ine s u p p ly o f fre s h s t ok e c re d it p e rio d re t aile r in c e tive effe c tive a d ve rt is e m e n t

5.

FINDINGS, SUGGESTIONS AND CONCLUSION

Findings Suggestions Conclusion

COCA COLA (INDIA) LIMITED

5. 5.1
1.

FINDINGS, SUGGESTIONS AND CONCLUSIONS FINDINGS

From the study it is found that the sales of Coca-Cola is very less as compared to the competitive brands. Also the sales growth rate is declining at an alarming pace as compared to Sprite, Mazza, Thums Up, Fanta and limca.
2.

after making critical analysis of the available data, following observations were made-

It is clear from the analysis that the total market share of [in Berhampur city] on basis of average monthly sales is very less, though it occupies 6th position among all the branded product available in Berhampur. The market leader in this category of soft drinks is Sprite with a total market share of 35% . Then comes Maaza (30%) followed by Fanta 24% and Thums up 18% . It is also clear from the study that Sprite and maaza are likely to maintain the respective positions. Fanta is likely to increase its market share through effective advertisement, but Coca-Cola has negligible effect in the market penetration and has shown no sign of any improvement for the near future.

3.

4.

5.

From the study it is found that the retailers are aware of almost of all the brands that are available in the market.

6.

Though the retailers are aware of Coca-Cola, but there is no taker for the product. As the ultimate end user is not aware of it, because of lack of advertisement and other promotion strategy as compared to other competitive brands. The study also reveals that, though maximum percentage of the retailers is aware of the brand only because of the sales force.

7.

8.

Before purchasing the product consumers give much emphasis on the quality of the product and then on the price and weight, where Coca-Cola is lacking as compared to other competitive brands. Here most of the consumers are quality conscious. It is found from the study that nearly 80% of the retailers are not satisfied with Coca-Cola as regards its sales growth.

9.

10.

The study also reveals that though maximum percentage of the retailers are not satisfied with the product but they are dealing with the product only to have a variety in their shelves.

5.2

SUGGESTIONS
This section deals with various measures suggested by the researcher in order to

improve the brand awareness and better sales of the product i.e. Coca-Cola. After critically analyzing the findings from the retailers survey, the researcher has suggested the following necessary actions to be taken by the company in order to face the challenges in this competitive world. Since 80% of the respondents of the survey emphasized on effective advertisement for better sales of Coca Cola. It can be suggested that more effective advertisements should be shown on the television as more and more people are watching it. It is the only way to make the end user aware of the product. Though most of the retailers are aware of the product but they fear to keep the Coca Cola because of its quality. 72% of the retailers have emphasized on better quality of the product for improving its sales and also to retailers loyal customers. taking these points into consideration the researcher has suggested the following actions:(1)The quality of the product be increased, so that it is acceptable by the end user. (c) 56% of the respondents of the survey have emphasized on tsupply of fresh in order to improve the sales. It means that the dealer is sending the outdated stock, which is to be taken into immediate account so as to improve the brand awareness and sales.

a)

b)

5.3

CONCLUSION
With the influence of modernization, the style and behavior of human beings are changing. They are becoming more and more artificial and self concern3ed. This has made their marketing behavior more complex. The need oriented marketing behavior more complex. The need oriented marketing behavior has transformed into an artificial induced marketing behavior, where advertisement plays a vital role. Among different Medias covering advertisements, especially for soft drink television is the most effective, commanding a majority of the customers. Television is the most effective media for advertisements irrespective of the sex, age, occupation, income education, etc. the main purpose of advertisements irrespective of the sex, age, occupation, income education, etc. the main purpose of advertisement is to create awareness and loyalty for its products. Again, once the product gets the attention of the customers. It must have that much of quality so that the customers are satisfied. Hence quality is another important factor other then advertisement that plays a major role the retention of the customers brand loyals.

Though the researcher has suggested some points for the improvement of brand awareness and sales of Coca Cola but as the survey is confined to Berhampur city only, the facts may not be same for rest other cities. Hence the company must take care whole implementing the suggestive actions recommended by the researcher.

Sales Advertis Other Custo 10% 20% 30% 40% 50% 60% Zone force mers ement sources

A B C