A

Research Project Report

ON
“SALES & DISTRIBUTION STRATEGIES OF
COCA-COLA COMPANY IN MEERUT REGION.”

TO BE SUBMITTED TO DR. APJ ABDUL KALAM TECHNICAL

UNIVERSITY, LUCKNOW
IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT
FOR THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

Session - 2019-2021

Submitted By: Under the Guidance of:

SHUBHAM Dr. Nisha Sharma
Roll Number: 2100680700128 Asst. Professor
MBA- III Sem

MEERUT INSTITUTE OF ENGINEERING

AND TECHNOLOGY

1
 STUDENT DECLARATION
My self DEV RAGHAV student of MBA – III Sem here by declared that the research

report entitled “SALES & DISTRIBUTION STRATEGIES OF COCA-

COLA COMPANY IN MEERUT REGION” is completed and submitted under

the guidance of Dr. ASHWANI SHARMA Assistant Professor MBA Department

MIET, Meerut is my original work. The imperial finding in this report is based on

the data collected by me. I have not submitted this project report to Dr. APJ Abdul

Kalam Technical University, Lucknow or any other University for the purpose of

compliance of any requirement of any examination or degree.

Signature

SHUBHAM
Roll Number: 2100680700128
MBA- III Sem

2
 ACKNOWLEDGEMENT

First and foremost, I thank the Almighty God.

I express my sincere thanks to the managers of banks for granting permission to
conduct my project work in his esteemed concern and for helping and providing
various information and data.

I wish to convey my sincere gratitude to Dr. ASHWANI SHARMA Assistant

Professor MBA Department MIET, Meerut for showing proper direction and giving
valuable advice and suggestions for varying and completing this project work.

My sincere thanks are due to all the respondents who have helped and cooperated
with me during the course of my survey.

I am also remembering with deep appreciation and gratitude the encouragement and
help received during the preparation and completion of this project work from my
beloved family members and friends.

SHUBHAM

3
 PREFACE
Quality without creativity is meaningless. As change grows ever more

unpredictable creativity is rapidly becoming recognized a core management skill.

Today’ s business environment demands that managers posses a wide

range of knowledge skills & competencies, as well as sound understanding of

management process and functions. Managers need to be able to make best and of

other people and to work with and though others to achieve corporate objectives.

They also need to demonstrate their ability not merely to solve problems, but to

transform them & design days though them.

This report concerns training, this is one of the important functions in

every organization.

4
 EXECUTIVE SUMMARY

I have done two surveys, one is Route Ride Survey and another one is advertising of

brand image 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 advertising 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.

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 CONTENTS

TOPIC

 Introduction 07

 History of the company 08

 Comparative arena 16

 Product Profile 30

 Objectives Of The Research 64

 Research Methodology 67

o Data collection 74

 Data Analysis 78

 Swot Analysis 90

 Conclusion 96

 Limitation 97

 Recommendation & Suggestions 98-99

 Bibliography 103

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 INTRODUCTION

Hindustan Beverage Limited is a franchisee of Coca cola international which

manufacture coca cola products coca cola industry is a U.S.A. based multinational

company which produce soft drink and also interfere in the fields of food (Snacks).

When India left the ban from the international soft drink manufactures coca cola was

the fist company who joined Indian market with there tow flavour i.e. coca cola

(Cola), 7 UP (clear lemonade). That time COCA COLA have competition with only

thumps UP. As coca cola starts to dominate the thumps up products. In 1993 Coca

cola international entered the Indian market and had collaboration with thumps up.

Now thumps up are the owned brand of coca – cola.

They have joined Indian market with coke (cola) and fanta (orange). At present there

is a great competition in the field of soft drink industry and advertising war is

continue between COCA COLA & PEPSI. Both companies want to dominate each

other in advertising world. COCA COLA is one step ahead the Pepsi.

They are the global sponsors of cricket world cup 1999 while the coke was the official

cold drink of wills world cup 1996. but COCA COLA prepare a prepare a brilliant aid

with slogan “ Nothing official about it” and gain a great advantages. This competition

is very god soft drink industry and consumer as well. At present Coca cola and coke

have balanced market share in Indian market.

Coca cola also brought in celebrities which further emphasized their business all over

India. The most effective was with the introduction of amitabh bachan, shohrukh han,

kareena kapor and ricky martin. Further, coca cola is used to sponsoring various

corporate and cultural events all over India, which help to create brand awareness

among to user groups.

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 HISTORY OF COCA COLA

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 caramel colored syrup which is now the

chief ingredient of the world’s 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

c a pt ured 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.

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 SOFT DRINK MARKET IN INDIA

Today India is one of the most potential markets, with population of around 900

million people, the Indian soft drinks market was only of 200 cases per year.

This was very low even compared to Pakistan and Philippines. Population

and potential market are two major reasons for major multinational

companies of entering India. They feel that a huge population coupled with

low consumption can only lead to an increase in the soft drink market.

Another increase in the sale of soft drinks in the scorching heat and the

climate of India, which is suitable for high sale of soft drinks. All these

factors together have contributed to a 30% growth in the soft drinks

industry. If the demand continues growing at the same rate, within two

years the volume could touch 1 billion cases. All these factors are the

reasons for the entry two giant of the soft drink industry of the world to

enter the Indian market. These two giants Pepsi and Coca-Cola,

Themselves share 96% of the soft drink market share. Rest is shared by

Cadbury’s Schweppes, Campa Cola and other soft drink brands. But was

the scene same 20 years ago? The answer is No. 1970 was the year of

pure soft drinks Campa cola and Parle people (Thums up and Limca).

Soft drink consists of a flavor base, sweetener amid carbonated water. In general

terms non-alcoholic drinks are considered as soft drinks this name soft

drink was given by Americans as against hard which is mainly alcoholic.

The major participants involved in the production and distribution of soft

drink are concentrate and syrup producers, bottlers a n d retail channel.

Concentrate producers manufacture basic soft drink flavors and retail channel refers
9
 to business location that tells or serves the products directly to

consumers.

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.

10
 COKE’S MARKETING STRATEGIES

Coke decides on its marketing strategies at a national level and lends

them a local flavor. For example, while festival mood plays a strong role in

marketing, it is activated for

Durga Puja in Calcutta, Dandiya in Gujarat, etc., Coke has its focus on

the youth market in India.

As a first step toward catching the attention of the youth, coke signed on cricket

heroes Saurav Ganguly a n d Javagal Srinath.

It slowly started talking about youth passions like cricket, films, festivals

and food. Soon the advertisements started giving the message, “Eat Cricket,

Sleep Cricket, Drink only Coca-Cola” And now it has started modifying film

hits to frame catch lines that appeal to the youth. ‘This particular

strategy has worked well for coke.

Coke is focused on distribution to ensure that its products are within

customer’s reach. And it saves its focus has begun to pay it dividends. As per mid-

1998 figures coke is selling as many bottles in the hinterland of Punjab as it

does the four metros.

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 COCA COLA GLOBALIZATION STRATEGIES

The Coca-Cola Company is global player and approximately 70 % of its

volume and 80 % of its profit come from outside the United States of America.

Although it was perceived as a standardized brand across the world, Coca-

Cola had been quietly fine turning its international marketing strategies

to suit the needs of individual national markets. Only the brand Coca-

Cola, sprite and Fanta were marketed globally. In Latin America and

Europe, where a heavy consumer preference existed for lemon lime and

orange sodas. Coke had developed a wide range of formulations and

flavors to cater the needs of different countries. In El Salvador and

Venezuela, a version of Fanta called Fanta Kolita a cream soda type of

drink became extremely popular. Similarly, in Indonesia Coke had been

selling pineapple and banana Limca, Maaza and Thums Up in 1993.

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 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.

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 DISTRIBUTION IN THE COCA-COLA SYS TEM

GETTING PRODUCTS TO MARKET

One of the values of the coca-cola system is presence that coca cola should exist

everywhere. In the words of former CEO India operations - Richard

Nicholas, “Our goal is to have coke available within an arm’s reach of desire”.

To fulfill this goal, coca-cola not only produces products, but also has an effective

systems to distribute the all over India.

DISTRIBUTION

Distribution Sales + Delivery + Merchandising + Local Account Management.

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

coca-cola system.

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Difference between a customer a n d c o n s u m e r s .

 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 ail 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.

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PRESENTING THE PRODUCTS

They are as follows: -

 Secondary Display

 Coolers

 Vending Machines

 Post Mix / Pre Mix

INDIA’S RELATIONSHIP WITH COCA-COLA

Just after independence, the Maharaja of Patiala oversaw his coca-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 year 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 a n d Acceptable.

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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.

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 ways in 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 which youth market

activities, community programs, and other activates.

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 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 more just advertising every person working within the coca-

cola system is part of the image whether one is involved in creating its advertising

making its quality products or selling merchandizing and distributing its beverage

their hard work and aptitude will say something to the people about its product.

Coca-cola system flow chart

Raw material

Coca-cola Company

Bottler

Customer

Consumer

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 PRODUCT PROFILE

The product range of the coke has listed brands:

Coke: 200ml, 300ml, 500 ml, 1lt, 1.5lt, 2lt.

Thums up: 200ml, 300ml, 500 ml, 1lt, 1.5lt, 2lt.

Limca: 200ml, 300ml, 500 ml, 1lt, 1.5lt, 2lt.

Fanta: 200ml, 300ml, 500 ml, 1lt, 1.5lt, 2lt.

Sprite: 300ml, 500 ml, 1lt, 1.5lt, 2lt.

Mazza: 300ml, 2lt.

Diet coke: 300ml, 1.5 lt, 2lt.

Kn. Soda: 300ml, 500ml

Kn. Water: 500ml, 1lt, 2lt.

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BRAND IN INDIAN

22
 PRODUCT PROFILE OF THE COMPANY

Coca-Cola

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 non-alcoholic 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,
sponsoringthe 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 like Vijay in the
past and today, its brand ambassadors are Aamir Khan, Aishwarya Rai, Vivek Oberoi and
cricketer Virendra Sehwag.

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Glass PET Can Fountain

200ml, 300ml, 500 ml,500ml, 1.5L, 2L, 2.25L,

330 ml Various Sizes
1000 ml 500 ml + 100 ml

ThumsUp

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 men from
the boys.

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 Glass PET Can Fountain

200 ml, 300 ml, 500 ml,500ml,1.5L,2 L, 2.25 L,

330 ml Various Sizes
1000 ml 500 ml + 100 ml

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.

25
 Glass PET Can Fountain

500ml,1.5L,2L,2.25L,500ml +
200 ml, 300 ml, 330 ml Various Sizes
100 ml

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
flavour soft drink in the country.

The success formula? 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 ..

Glass PET Can Fountain

26
 200 ml, 300 ml, 500 ml,500ml,1.5L,2 L, 2.25 L,
330 ml Various Sizes
1000 ml 500 ml + 100 ml

Sprite

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

500ml,1.5L,
200 ml, 300 ml, 330 ml Various Sizes
2L,2.25L,500 ml + 100 ml

Maaza

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

Glass Tetra pak PET Fountain

200ml,250 ml 125ml,200 ml 1000 ml Various Sizes

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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 sub-continent.
Kinley water understands the importance and value of this life giving force.
Kinley water thus promises water that is as pure as it is meant to be. Water
you can trust to be truly safe and pure.
Kinley water comes with the assurance of safety from the Coca-Cola
Company. That is why we introduced Kinley with reverse-osmosis along with
the latest technology to ensure the purity of our product. That's why we go
through rigorous testing procedures at each and every location where Kinley is
produced.

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COKE DIET
Diet Coke was born in 1982 and quickly became the No. 1 sugar-tree drink
in diet-conscious America. Known as Diet Coke in the U.S., Canada,
Australia and Great Britain, and as Coca-Cola light hi other countries, it's
now the No. 3 soft drink in the world.
It's the drink for people who want no calories, but plenty of taste. Ad
campaign*; around the world for Diet Coke share a playful, sophisticated
and fun-loving attitude

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SUNFILL
Sunfill powder drink has been developed locally based on the Indian consumer preferences.
We have kept in mind the Indian palate (Taste / Sweetness / Sourness / orange flavor).
Sunfill is also present in other countries, either in the form of a fruit juice based drink, or
in the powdered concentrate form in countries like Indonesia, Sri Lanka and Bangladesh. It
has been developed using The Coca-Cola Company's expertise in the beverage business.
Keeping in mind the affordability factor and the competition, Sunfill is available in three
variants- Sunfill Regular, Sunfill Anand and Sunfill Tarang. Sunfil ia great tasting,
convenient and economical
Sunfill Regular priced at Rs. 2.50 per serve gives the consumer a world-class product,
which not only is very convenient but also has a very attractive price. The product is
available in single serve (23gm.s) & multi serve (2QOgme) and in 4 flavours- Orange,
lemon, Mango and Pineapple.

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VANILLA COKE
Vanilla Coke was launched in 2002 in North America and subsequently in various other
markets across the world and met with, immense success. The idea of the refreshment of
Coca-Cola with a hint of Vanilla was found very appealing when tested in India and we
launched Vanilla Coke in April 2004. The Thanda Matlab Coca-Cola campaign, which was
launched in 2002, had made Coca'Cola India's favourite soft drink and this helped launch
Vanilla Coke as Ice-Creamy Thanda', thereby making the new brand something familiar
and comfortable to the consumer.
Vanilla Coke was launched with a high profile TVC featuring teen heartthrob Vivek Qberoi
in a remarkably new and different retro avatar.

32
GEORGIA

In the company's journey towards the vision leading the beverage revolution in India', now
even Garam matlab Coca-Cola.... A hot new launch from Coca-Cola India.
Georgia, quality tea and coffee served from state of the art vending machines is positioned
to tap into the nations biggest beverage category
Georgia; which promises a great tasting, consistent, hygienic and affordable cuppa ie
available in a range of 7 sizzling flavours, adrak, elaichi, masala and plain tea,
cappuccino, mochaccino and regular coffee
Georgia is currently in the roll out stage after a successful launch in Delhi & Kolkata.
Georgia aims to become the consumers preferred choice of hot leverage when he is on the
go- the brand is well on course to achieving its vision.

33
QUALITY ENVIRONMENT

Quality Assurances of A

Billion

The Coca-Cola Company exists to benefit and refresh everyone it touches. For us, Quality
is more than just something we taste or see or measure. It shows in our every action. We
relentlessly strive to exceed the world's ever-changing expectations because keeping our
Quality promise in the marketplace is our highest business objective and our enduring
obligation. Consumers across the globe choose our brand of refreshment more than a
billion times every day because Coca-Cola is...
The Symbol of Quality
Customer and Consumer Satisfaction
A Responsible Citizen of the World

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 ADVERTISEMENT & PUNCH LINE OF COCA-COLA

1936 - It’s The Refreshing Thing To Do .

1942 - It’s The Real Thing .

1943 - Global High Sign.

1959 - Be Really Refreshed.

1962 - Thing Go Better With Coke.

1969 - It’s the Real Thing.

1970 - I`D Like To Buy The World A Coke .

1976 - Coke Add Life .

1982 - Coke Is It .

1986 - Catch The Wave.

1989 - You Can’t Beat the Feeling.

1993 - Always Coca-Cola

1998 - Eat Music, Sleep Music, And Drink Only Coca-Cola.

1999 - Jo Chaho Ho Jaye Coca-Cola Enjoy.

2000 - I Want Hritik And I Want Coke.

2002 - Thanda Matlab Coca-Cola

2003 - Jiyo Thanda Piyo Thanda .

FABULOUS FACTS ABOUT COCA-COLA

35
FABULOUS FACTS ABOUT COCA-COLA

The world’s largest spherical coca-cola sign is in Nagoya, Japan a top the dial –

Nagoya building in front of the Nagoya railway station. The sing is a double sphere

constructed from more then 46 tone of steel, more 940meter of neon tubing, and more

then, 879 light bulbs. The outer shape features the coca-cola logo and contour bottle,

while the inner sphere portrays a comic scene with twinkling planets and stars.

One of the world’s largest signs for coca-cola is located on a hill called “ELHACHA”

in America, Chile. It is 400 feet wide and 131 feet high and is made from 70,000, 26

ounce bottles.

The first out door paint sign advertising coca-cola still exists. It was painted in 1894

in Cartersville, Georgia.

Coca-cola is one of the world’s most recognizable trademarks recognized in countries

that account for 98 percent of the world’s population.

If all the coca-cola ever produced were in 8- ounce bottles. And these bottles were

distributed to each person in the world. There would be 678 bottles or over 42 gallons

for each person.

If all the coca-cola ever produced were in 8 – ounce bottles, placed side by side and

end to end to from a lane highway, it would wrap around the earth 82 times.

If all the coca-cola ever produced were flowing over Niagara fall at its normal rate of

105 million gallons per second instead of water, the falls would flow for about a day

and a half 38 hours and 46 minutes.the largest representation of the world’s best

known package 100 foot tall glass contour bottle is located at world of coca-cola

LOS VEGAQS

36
HISTORY OF COCA- COLA

Dr. John S. Palmerton in Atlanta, Georgia invented Coca-Cola in May 1886. the name

“Coca-Cola” was suggested by Dr. Pemberton’s bookkeeper, Frank Robinson. He

penned the name Coca-Cola in the flowing script that is famous today. Willis Venable

first sold Coca-Cola at an average of nine drinks a day, adding up to a total sales for

that year of $50 since the year’s expenses were just over $70, Dr. Pemberton took a

loos. Today products of the Coca-Cola Company are consumed at the rate of more

than one billion drinks per day.

Jon Styth Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta,

Georgia it was May 1861 when the pharmacist concocted a caramel colored syrup in

three–legged brass kettle in his backyard. He first distributed the new product by

carrying Coca-Cola in a jug cown enjoys in a glass of Coca-Cola at the soda fountain.

Whether by design or accident, carbonated water was teamed with the new syrup,

producing a drink that was proclaimed “Delicious and Refreshing”.

Dr. Pemberton’s Partner and bookkeeper, Mr. Frank Robinson, suggested the name

and penned as “Coca-Cola” in the unique flowing script that is still famous worldwide

today.

Dr. Pemberton’s sold 25 gallons of syrup, shipped in bright Red wooden kegs. Red

has been a distinctive color associated with the No.1 soft drink brand ever since. For

his efforts, Dr. Pemberton grossed $ 50 and spent $ 73.96 on advertising, by 1891,

Atlanta chemist as a G.Canler had acquired complete ownership of the Coca-Cola

business.

37
He purchases it from the Dr.Pemberton family for $ 2300. With in 4 year his

merchandising flair helped to expand the consumption of Coca-Cola to over $25

million.

Robert W. woodruff become the president of the Coca-Cola company in 1923 and his

more than six decades of leadership took the business of commercial success making

Coca-Cola an institution the world over. Coca-Cola begins as a never tonic, but candy

merchant Joseph A. Biedenharn of Mississippi was looking for awry to serve

refreshing beverages. He responded to this demand began offering bottle Coca-Cola

using syrup shipped from Atlanta, during a hot summer in 1894.

38
 HISTORY in INDIA

HISTORY in INDIA

The coca-cola company reintroduced coca-cola in India on October 23, 1993, after an

absence of 16 years.

The coca-cola company received approval from the government in July 1996 to set up

a holding company to invest US $ 700 million in downstream operation of beverages

In July 1997 the holding company was permitted by the government to operationally

its bottling subsidiaries.

The bottling subsidiary currently owns and operates twenty-six bottling plants and

sixty distribution centers across India. In addition, it uses 20 contract packers to

augment its production capacity and cater to the increasing demand for its wide

portfolio of beverage.

promise BY COCA-cola
39
he coca-cola promise

one The coca-cola company exists to benefits and refresh every it touches. The basic

proposition of our business is simple , solid and timeless . when we bring

refreshment , value , joy and fun to our stakeholders then we successfully nurture and

protect our brand , particularly coca-cola . that is the key to fulfilling our ultimate

obligation to provide consistently attractive to the owner so four business.

More then a billion times every day , 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 world-wide , yet distinctively local , network of

bottling partner , supplier , distributor 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 good and services, and

local business partnership. Always and every where , we pursue continuous

innovation in the products we offer the processes we use to make them, the package

we develop and the way we bring them to market .

40
 YOUR health and our bevERages

your health and our beverages

There is growing confusion about what constitutes a health diet. With so mush

conflicting information available about health and nutrition, it can be very difficult to

determine what is accurate and what is not.

The truth is that soft drink and beverages have a place in a healthy lifestyle. A

healthy diet incorporates the basic principles of variety, balance and moderation

without sacrificing enjoyment.

health and our beverages --- the facts

Soft drinks do not contribute to diabetes.

The caffeine and phosphoric acid in soft drinks does not affect bone health

The sugar in soft drinks does not cause children to be hyperactive.

The consumption of soft drinks has not affected calcium consumption.

Sugar consumption has not been shown to cause obesity.

The amount of sugar and calories in soft drinks is about the same as many fruit juices

41
COCA-COLA INDIA-OUR VISION

Provide exceptional strategic leadership on the Coca-Cola India system, resulting in

customer preference and loyalty, through Coca-Cola’s commitment to them and in a

highly profitable Coca-Cola corporate branded beverages system.

THE COCA-COLA-MISSION

“THE BEST GLOBAL COMPANY”

The mission of Coca-Cola Co. is to increase shareowner value over time. The Co.

accomplishes the mission by working with its business partners to deliver satisfaction

and values to its customers, through world wide system of superior brands and

services, thus increasing brand equity on a global basis, create consumer products,

services and communications, customer service and bottling strategies, process and

tools in order to create competitive advantage and deliver superior value.

42
 STRATEGIES ADOPTED BY COCA-COLA

Coca Colasobalization Strategies

The Coca Cola Company is global player and approximately 70 percent of its volume

and80 percent of its profit come from outside the United State Of America. Although

it was perceived as a standardized brand across the world, Coca Cola had been quietly

fine turning its international marketing strategies to suit the needs of individual

national markets. Only the brands Coca-Cola, Sprite and Fanta were marketed

globally. In Latin American and Europe, where a heavy consumer preferred existed

for lemon lime and orange sodas. Coke had developed a wide range of formulations

and flavors to cater the needs of different countries. In Indonesia Coke had been

selling pineapple and banana flavored sodas which had been carefully developed to

suit local preferences. In Japan, Coca-Cola had added a coffee drink called Georgia

and energy healthy drink named Aquarius to its product line. In India, the Coca-Cola

Company acquired the brands Limca, Maaza and Thums Up in 1993.

43
 MARKETING MIX

MARKETING MIX & STRATEGY:

Marketing mix of any organization consists of 4 ps i.e. Product, price, place and

promotion having its own significance, that varies from one organization to the other.

in coca – cola the information about all the 4 P`s that can be available to me is given

here:

PRODUCT: Product mix of coca-cola consists of the various brand packs and flavor

given in the table. Product strategy of the coca-cola is to promote all brands available

in the brand packs and to introduce the product in new flavor is also introduced.

PRICE: Regarding the pricing policy or the price to the distributor is not disclosed to

me, but as done for the different product of the company, company has priced the

product same as that of its major competitor or the market leader.

PLACE: the coca-cola company in India is governed from its corporate office

located at Gurgaon in Haryana . It governs the working of five zones covering whole

India these zones are –north zone , eastern zone , western – zone , southern zone and

Andhra Pradesh zone . These zones are divided in to various. Plant, which govern the

area assigned to them. The area is the various distribution centers called distributors

and C&F agents. Then come the retailers / customer for the company’s product,

44
They receive good from distributor and c&f agent. Finally consumer is there, having

the product from the consumer’s shops or delivered to their home, it is more clearly

visible through this chart. The coca-cola company, which gave its reach to the mouth

of billion of people all around the world having a wide distribution, network. In India,

the pace and

Speed at which coca-cola has widened its business is really amazing. Distribution

network is the biggest strength of the company.

PROMOTION: this past of the marketing is playing a very vital and important

role in the current situation in India . Looking at the competition and promotion and

advertising budget of both the companies coca-cola and Pepsi, one can easily estimate

the importance of this. The promotion mix of coca-cola is divided in to top line

promotion and below the line promotion.

Top line promotion includes the promotion designed and done by the company’s

corporate office of gurgaon and the office of Bombay T.V ads , design of banner ,

and other p-s done by the company simultaneously all around India with no

difference in designs etc fall in this category . Below the line promotion includes

the promotion schemes, publicity material, POS display done by the company from

zonal, plant, sale manager and area sales manager level. At the sales manager and

area sales manager level the promotion done exclusively for the cities in their

respective area and other POS display.

45
OUR BRANDS

Wouldn’t you to know what Apricot, Coffee, Lychee Nut, Orange, Cola Mix and Sour

Cherry beverages taste like?

One of the most popular areas of the world of Coca-Cola, our Co’s. Atlanta attraction,

is “Taste of the World”, the opportunity to sample some of the many beverages we

produce. As the global leader in the non-alcoholic beverage industry, we offer nearly

300 brands across almost 200 countries. Many of these brands, including soft drinks,

fruit juices, bottles water and sports drinks, are only available in specific reason for

this is simple: different people like different beverages at different times, for different

reasons.

So pour yourself a virtual glass of something you have never experienced before.

Take a look at some of the many brands we offer to people around the world.

46
 OBJECTIVES OF THE RESEARCH

a. To ensure consumer requirement, their problems suggestions &

modifications.

b. Company advertising

c. Effect of advertising of brand image

d. Advertising policy

e. To know the daily sales figures of each brand.

f. To know dealer’s suggestion, comments what amore they require from

company.

g. To gather problems of modifications, alternation needed by average

consumers from company.

h. Position in soft drink market acknowledge about future brands

47
 MARKET RESEARCH

Marketing research is the systematic design, collection, analysis and reporting of data

and finding relevant to a specific marketing situation facing the company.

Effective marketing research involves five steps shown in figure given below.

Define The Developing Collecting The

Problems The Research Information
Plan.

Analyzing The
Information

Presenting The
Information

48
 RESEARCH OBJECTIVES

The main aim behind the dealers survey to know about the reach of Miranda

lemon and get a comparative position of coke and Coca cola. By the help of

certain chart and graphs as shown on the following pages with the help of their

pictures we can easily make certain conclusion.

DESIGN USED

Survey research design i.e. conclusion is based on evidence collected through

means of questioning.

SAMPLING PLAN

Since it is the study of distribution channel. A sampling plan is always preferred

because of consideration of time and cost. As the population of Meerut is very

large.

49
 THE FUTURE OF COCA COLA
While doing 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 2009. But the company optimistic about the future.

M Douglas Investor, the Chief Executive Officer of the Coca Cola Company says,

“This past year 2009 has been a challenging period for the Coca-Cola

Company as ecoiioinic environment became more uncertain in the later part

of 2009, 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

future 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 that 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.

50
 COCA COLA GLOBALIZATION STRATEGIES

The Coca-Cola Company is global player and approximately 70 % of its

volume and 80 % of its profit come from outside the United States of America.

Although it was perceived as a standardized brand across the world, Coca-

Cola had been quietly fine turning its international marketing strategies

to suit the needs of individual national markets. Only the brand Coca-

Cola, sprite and Fanta were marketed globally. In Latin America and

Europe, where a heavy consumer preference existed for lemon lime and

orange sodas. Coke had developed a wide range of formulations and

flavors to cater the needs of different countries. In El Salvador and

Venezuela, a version of Fanta called Fanta Kolita a cream soda type of

drink became extremely popular. Similarly, in Indonesia Coke had been

selling pineapple and banana Limca, Maaza and Thums Up in 1993.

51
 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.

52
 DISTRIBUTION IN THE COCA-COLA SYS TEM
GETTING PRODUCTS TO MARKET

One of the values of the coca-cola system is presence that coca cola should exist

everywhere. In the words of former CEO India operations - Richard

Nicholas, “Our goal is to have coke available within an arm’s reach of desire”.

To fulfill this goal, coca-cola not only produces products, but also has an effective

systems to distribute in the all over India.

DISTRIBUTION

Distribution Sales + Delivery + Merchandising + Local Account Management.

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:

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.

53
In advanced sales, sales and delivery are performed by different people within the

coca-cola system

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 ail 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

They are as follows: -

 Secondary Display

 Coolers

 Vending Machines

 Post Mix / Pre Mix

INDIA’S RELATIONSHIP WITH COCA-COLA

Just after independence, the Maharaja of Patiala oversaw his coca-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

year absence (George 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”.

54
 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 a n d 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.

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

55
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 ways in 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 which youth market

activities, community programs, and other activates.

56
 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 more just advertising every person working within the coca-

cola system is part of the image whether one is involved in creating its advertising

making its quality products or selling merchandizing and distributing its beverage

their hard work and aptitude will say something to the people about its product.

Coca-cola system flow chart

Raw material

Coca-cola Company

Bottler

Customer

Consumer

57
Since our first soda fountain sales in 1886, we have played a role in driving

marketplace innovation and catalyzing growth in local economies where we operate.

Today we lead the beverage industry with more than 500 beverage brands across the

world – including four of the top five sparkling brands. But while our business

opportunities are enormous, our commitment to the consumers and the communities

in which we operate is even greater.

Atul Singh, President & CEO, India and South West Asia leads the Company’s

operations in India, Nepal, Bhutan, Bangladesh, SriLanka and Maldives. In our

journey to become a profitable, sustainable growth company, our management

structure has evolved to sharpen external focus on the marketplace with greater speed,

productivity and effectiveness.

58
 STORY

“THE BEGINNING STORY

John Styth Pemberton first introduced the refreshing taste of

Coca-Cola . pharmacist concocted a caramel-colored syrup in a

three-legged brass kettle in his backyard. He first "distributed" the

new product by carrying Coca-Cola in a jug down the street to

Jacobs Pharmacy. For five cents, consumers could enjoy a glass of

Coca-Cola at the soda fountain. Whether by design or accident,

carbonated water was teamed with the new syrup, producing a

drink that was proclaimed "Delicious and Refreshing."

The first glass of Coca-Cola was served in 1886 to the customers

of "Jacobs' Pharmacy" in Atlanta.

The drink wasn't bottled yet, but it was made out of a thick syrup,

mixed with carbonated water.

Soft drinks just became popular that time, they were

developed by chemists, who continually tried to invent new

products. Besides medicines and other chemical products,

they also experimented with soft drinks, which were sold at

a bars. In summertime, it becomes very hot in the south of

the USA. The soft drink-salesman who owned a "soda

fountain" in a pharmacy, made a good living. "Doc"

Pemberton never had an idea of the success of the syrup he

made. He died in 1888 after he sold his share of Coca-

59
Cola.

When the syrup made by Pemberton appeared to be liked by the

customers of the local soda-fountains, he decided to produce and sell it.

Dr. Pemberton's partner and bookkeeper, Frank M.

Robinson, suggested the name and penned " Coca-

Cola" in the unique flowing script that is famous

worldwide today. Mr. Robinson thought "the two C's

would look well in advertising." This name and way of

writing is most likely one of the secrets for the success of

this soft drink. Robinson took the two ingredients coca

and kola, because he liked the alliteration, and changed

the K of Kola into

a C.

Then he connected the two words with a little dash. In

his own graceful handwriting he wrote down the new

name. How could he ever have expected that this way he

wrote down the best known trademark in the world...

From the beginning, the color red dominated the logo,

supported by the colors green and yellow. The famous

waving ribbon was added in 1970 to underline Coca-

Cola's image as an always young, dynamic, popular and

60
international drink.

In 1886, sales of Coca-Cola averaged nine drinks per day. That

first year, Dr. Pemberton sold

25 gallons of syrup, shipped in bright red wooden kegs. Red has

been a distinctive color associated with the No. 1 soft drink brand

ever since. For his efforts, Dr. Pemberton grossed $50 and spent

$73.96 on advertising.

First bottler of Coca-Cola. In the summer of 1894, Joseph Biedenharn, a

28 year-old candy merchant from Mississippi, offered the first bottle of "

Coca-Cola." It was originally sold at just soda fountains. The first type of

bottle "Coke" came in was the Hutchinson stopper-type glass bottle that

utilized an iron stopper and rubber washer. Joseph Biedenharn, the first

bottler, originally used this type of bottle " Coca-Cola" was usually

written in script or block print in the glass front. The latest type of bottle

used is known today as the "hobbleskirt" or contour bottle. The bottle was

invented specifically for " Coca-Cola" by the Chapman Root Glass

Company in Indiana. They modeled the bottle after a cocoa bean. The

bottle was first patented on November 16, 1915, and renewed on

December 25, 1923. The actual shape of the bottle was patented in 1960.

Coca-Cola and the WWII. General Eisenhower sent a telegram

requesting 10 " Coca-Cola" bottling plants for the troops overseas

61
 on June 29, 1943. At the beginning of the war, Robert Woodruff,

president of The Coca-Cola Company, issued an order to "see to it

that every man in uniform gets a bottle of Coca-Cola for five cents

wherever he is and whatever it costs the Company." At the

outbreak of WWII, " Coca-Cola" was bottled in 44 countries. At

the close of the war, 64 additional bottling plants had been shipped

abroad to be as close as possible to combat areas in Europe and

the Pacific. The presence of " Coca-Cola" did more than lift the

morale of the troops. In many areas, it gave local people in those

countries their first taste of "Coke" and paved the way for

unprecedented worldwide growth for " Coca-Cola" after the war.

More than five billion bottles of " Coca-Cola " were consumed by

military personnel during World War II. When WWII began, The

Coca-Cola Company's use of sugar in the manufacturing of syrup

for civilian consumption was restricted to 50% of its prewar

average due to rationing. The rationing ended in August, 1947.

Mr. Coca-Cola, Robert Woodruff...

For over 60 years Robert Woodruff was the leading man at

The Coca-Cola Company. Under his inspiring leadership,

the sale of Coca-Cola increased from 6 million glasses in

1923, to 50 million glasses worldwide a day. (in 1994, The

Coca-Cola Company sold 773 million glasses of soft drink a

day, Fanta, Sprite, etc. included..)

62
He thought it his task to enable everyone in the world who

was thirsty to enjoy a glass of Coca-Cola. A goal he almost

completely achieved.

63
 DESCRIPTION OF PRODUCT

COCA COLA:

Coca Cola is strongest brand among all brands, being sweet in taste and is world wide

famous for its sweet ness mixed with strongest.

Some time ago there were changes made in old formulas but it was not accepted and

company had to reintroduce the first one.

Coke available in different volumes:

200 ml glass bottle

300 ml glass bottle

350 ml pet

500 ml pet

600 ml pet

1.250 lt pet

1.500 lt pet

2.000 lt pet

2.250 lt pet

64
HUMS UP:

Thums up the other very famous product of Cola flavor. Thums up basically is a

PARLE product. But after the Coca Cola took over parle it is manufactured under the

grade mark of Coke only.

It is also sweet in taste strong in nature. Mostly preferred by young generation people

and teenagers. Being Indian it is more popular, especially among males. Thums up is

famous thunder drink.

Thums up available in different volumes:

200 ml glass bottle

300 ml glass bottle

350 ml pet

500 ml pet

600 ml pet

1.250 lt pet

1.500 lt pet

2.000 lt pet

2.250 lt pet

65
MINUTE MAID PREMIUM ORANGE:

Minute Maid has been making orange juice for over 50 years and, and has a heritage

of information, quality and nutrition. Minute Maid has the longest history of

marketing orange juice with calcium and was the first to nationally launch orange

juice with calcium plus vitamin D, low acid orange juice, orange juice with vitamins

C and E plus Zinc. Orange juice with naturally sourced plant sterols.

Minute Maid Premium Orange available is:

250 ml pet

400 ml pet

1.000 lt pet

FANTA APPLE:

Coca Cola in India announced the national launch of Fanta Apple, the latest

innovation under the Fanta brand umbrella. The national launch event in Delhi was

attended by Venkatesh kini.

Fanta Apple is a refreshing apple flavored sparking drink and has been specially

developed for the Indian palate. Apple is one of the most preferred fruits in the

country. This product has been developed specially for Indian palates. The launch of

Fanta Apple is a step towards strengthening the company’s market leadership in the

fruit flavored sparking drink segment.

66
 SUPPLY CHAIN MANAGEMENT

“Supply Chain Management is the system of organizations, people technology,

activities, information and resources involved in moving a product or services from

supplier and customer”

“The network of retailers, distributors, transporters, storage facilities and suppliers

that participate in the sale, delivery and production of a particular product”

“A Supply Chain is the stream of processes of moving goods from the customer

order through the raw materials stage, supply, production and distribution of

products to the customer”

In the 1980s, the term supply chain management was developed to express the need

to integrate the key business processes, from end through original suppliers.

Original suppliers being those that provided products, services and information that

add value for customer and other stake holder. The basic idea behind the SCM is

that companies and corporations involved them selves in a supply chain by

exchanging information regarding market fluctuations and production capabilities.

Supply chain activities transform natural resources, raw materials and components

in to a finished product that is delivered to the end customer. In sophisticated

supply chain system, used products may re enter the supply chain at any point

where residual value iron recyclable and supply chain link value chain.

Supply chain is a term now commonly used internationally encompasses every

effort involved in producing and delivering a final product or services, from the

supplier’s supplier to the customer’s customer. Supply chain management includes

67
managing supply and demand, sourcing raw materials and parts, manufacturing

and assembly, warehousing and inventory tracking, order entry and order

management, distribution across all channels and delivery to the customer.

Supply chain management must address complex inter dependencies, in effect

creating an” extended enterprise” that reaches far beyond the factory door. Today

material and service supplier, channel supply partners and customers them selves,

as

well as supply chain management consolation software product supplier and system

developments, are key players in supply chain management.

SUPPLY CHAIN MODEL:

The model defines common supply chain management process, matches than

against “Best Practices” it provides companies with powerful tools improving

supply chain operations. It allows to manufactures, supplier, distributors and

retailers with a frame work to evaluate the effectiveness of their supply chain

operations and to target and measure specific process operations

68
There are Five key elements to a supply chain management:

1. Production 4. Location

2. Supply 5. Transportation

3. Inventory

PRODUCTION:

Strategic decision regarding production focus on what customers want and the

market demands. This first stage in developing supply chain agility takes in to

consideration what and many products to produce, and what, if any, parts or

components should be produced at which plants or outsourced to capable suppliers.

SUPPLY:

An organization must determine what their facility or facilities are able to produce,

both economically and efficiently, while keeping the quality high. But most

69
companies can not provide excellent performance with the manufacture of all

components.

INVENTORY:

Further strategic decision focus on inventory and how much product should be in

house. A delicate balance exists between too much inventory, which can cost any

where between 20 and 40 percent of their value, and not enough inventories to meet

market demands. This is a critical issue in effective supply chain management.

LOCATION:

Location decisions depend on market demands and determination of customer

satisfaction. Strategic decisions must focus on the placement of production plants,

distribution and stocking facilities and placing them in prime locations to the

market served.

TRANSPORTATION:

Strategic transportation decisions are closely related to inventory decision as well as

meeting customer demands. Using air transport obviously gets the product out

quicker and to the customer expediently, but the costs are high as opposed to

shipping by boat or rail.

70
 RESEARCH METHODOLOGY

DESIGN OF STUDY

A research design is the specification of methods & procedures for acquiring the

information needed to analyze.

DATA REQUIREMENTS

Considering nature of study, which is exploratory research. The gathered data can

be grouped as:

1. Primary data

2. Secondary data

PROJECT AREA

Shastri Nagar

Sadar

Begam Bridge

Abu Lane

Meerut Cant

Lisari Road

Ganga Nagar

71
 SAMPLING METHOD:

Simple random sampling method at various in Meerut.

DATA COLLECTION METHOD

Non disguised, structured, questionnaire.

1. OBJECTIVE OF PRIMARY DATA

 To ensure consumer requirement, their problems suggestions &

modifications.

 Further preference of consumer

 Reason for their purchase of particular brands

 Market share of various brands.

SOURCE

 Personal interview

 Questionnaire

72
OBJECTIVE OF SECONDARY DATA:

a. To know the daily sales figures of each brand.

b. To know dealer’s suggestion, comments what amore they require from

company.

c. To gather problems of modifications, alternation needed by average

consumers from company.

d. Position in soft drink market acknowledge about future brands

SOURCE

 Personal interview

 Questionnaire

 Previous reports

 From company’s personas

 Magazines and journals

73
 DETERMINING SAMPLE DESIGN :

All the items under consideration in any field of inquiry constitute a

‘universe’ or ‘population’. A complete enumeration of all the items in

the ‘population’ is known as a census inquiry. It can be presumed that

in such an inquiry when all the items are covered no element of chance

is left and highest accuracy is obtained. But in practical this may both

be true. Even the slightest element of bias in such an inquiry will get

larger and larger as the number of observation increases. Moreover,

there is no way checking the element of bias or its extent except

through a re-survey or use of sample checks. Besides, this type of

inquiry involves a great deal of time money and energy. Not only this,

census inquiry is not possible in, practice under many circumstances.

For instance blood testing is done only on sample basis. Hence, quite

often we select only a few items from the universe for our study

purposes. The items so selected constitute what is technically called a

sample.

The research must decide the way of selecting a sample or what is

popularly known as the sample design. In order words, a sample design

is a definite plan determined before any data are actually collected for

obtaining a sample from a given population. Thus, the plan to select 12

of a city’s 200 drugstores in certain way constitutes a samples design.

Samples can be either probability samples or non-probability samples

with probability samples each element has a known probability of being

included in the samples but the non-probability sample do not allow the

researcher to determine this probability. Probability samples are those

74
based on simple random sampling, systematic sampling, stratified

sampling, cluster/area sampling whereas non- probability, stratified

sampling, cluster / area sampling whereas non- probability samples are

those based on convenience sampling, judgment sampling and quota

sampling techniques. A brief mention of the sample designs is as

follows.

75
 SIMPLE RANDOM SAMPLING

This type of sampling is also known as chance sampling or probability

sampling where each and every item in the population has an equal

chance of inclusion in the samples and each one the possible samples in

case of finite universe, has the same probability of being selected. For

example, if we have to select a sample of 300 items from a universe of

15,000 items, then we can put the name for numbers of all the 15,000

items on slips of paper and conduct a lottery. Using the random number

tables in another method of random sampling. To select the sample,

each item is assigned a number from 1 to 15,000. Then, 300 five digit

random numbers are selected from the table. To do this we select some

random measurements, or the data, with the help of which the examines

the truth contained in this hypothesis. But in the case of a survey, data

can be collected by any one or more of the following ways.

(I) BY OBSERVATION: -

This is method implies the collection of information by way of

investigator’s own observation, without interviewing the

respondents the information obtained relates to what is currently

happening and is not complicated by either the past behavior or

future intentions or attitudes of respondents. This method is not

doubt an expensive method and the information provided by this

method is also very limited, as such this method is not suitable is

inquiries where large sample are concerned.

(ii) BY MAILING OR QUESTIONNAIRES: -

76
The researcher and Respondents do not come in contact with each

other if this method of survey is adopted. Questionnaires are mailed

to the respondents with a request to return after completing the

same. It is the most extensively used method in various economic

and business surveys. Before applying this method, usually a pilot

study for testing he questionnaire. Questionnaire to be used must be

prepared very carefully so that it may prove to be effective in

collecting the relevant information.

77
 PROCEES OF DATA COLLECTION

The process of data collection in a research study is very important so, it is done

very carefully.

The instrument used for data collection was questionnaire, and all the data

collected is on the basis of questionnaire and also stored in questionnaire.

The steps used during data collection are as follows:

1. OUTLET NAME- The first step in data collection is to go to the outlet

and write their name.

2. OUTLET ADDRESS WITH PHONE NUMBER- The second step in data

collection method is to note the address and phone number if any, of the outlet.

3. CHECK LIST- Third, step is to fill the check list on the basis of

observation and personal interview of the retailer. Check list contains the following

points:

a) CLEAR SIGN AGE : The signboard and the painting of the Coca Cola

Company at the retails outlets is clear or not, if it is clear then write OK,

otherwise write NO signboard.

b) WARM DISPLAY: Warm display means the display of Coca Cola products on

the front side of the outlet, on cash counter with the full range of flavor and

packs.

c) COLD DISPLAY : Cold display of the product related with the fridge or Ice

Box of the company. It includes the availability of the range of flavors and

78
 packs inside the fridge and the logo of bottles should be on front side and

flavors should be stand together.

d) PRESENCE OF ALL FLAVORS AND PACKS: This part include the

presence of full range of packs of Coca Cola in outlet or not.

e) VISIPURITY : Visipurity also related with the fridge or Ice box. It

means the Coca Cola products percentage in the fridge in respect of other

soft drinks or shop related products.

f) VISIBILITY OF COCA COLA PRODUCTS IN SHOP : This part

shows the visibility of Coca Cola - products in the shop , it means

the percentage of Coca Cola products shown in shop with respect

to other soft drinks.

g) STOCK : The last part of the questionnaire and it include the available

stocks of the Coca Cola and Pepsi products in the outlet.

The data collected from the areas of Sahibabad mainly Hajrat Ganj, Nisat

Ganj, Alam Bagh, Sitapur Road and LDA Colony the number of retailers

covered was 80, and they are taken on the judgment basis.

79
 MEANING OF PROJECT

Project gives us necessary guidance and though 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 step ‘P’ stands for planning, planning is the
word that means prior the construction of any thing and for their
arrangement there should be good planning which gives better results in
manufacturing the thing that is being prepared as well as it is the bridge
of between present and future.

R: Resource: ‘R’ stand for resource as resource give the current idea to
promote the work.

O: Operative: It is a process of performing various function in

systematic way.

J: Joint effort: a project cannot achieve its maximum success without the
complete cooperation of group member.

E: Engineering: Engineering is a branch of science under which a given

task can be performed efficiently with the help of knowledge and
technique in a short duration by employing less money.

C: Communication: Communication simply means the exchange of ideas,

which flows between two or more person as well as from one place to an
other place.

T: Techniques: Techniques is a simply an art performing a task the

project should be finished with different technique of works.

80
 DATA ANALYSIS

The soft drink market of India are by and large controlled and governed by the

two soft drink giant company, Coca cola and Pepsi.

The only presence of the two giant company does’t mean absence of competition

rather a neck to neck competition, a dual strategy and counter strategy is all time

present to capture a greater market share. For extracting the total market strength,

two companies have a wide variety of soft drinks.

Different flavor and different packs are available form both the companies. Let us

take a glimpse of the different falvour available for both companies.

FLAVOUR COCACOLA PEPSI

1. Cola Thumsup, Coke Pepsi

2. Clear lemon Sprite Mountaindew, 7-up

3. cloudy lemon Limca Lemonmirinda

4. orange Fanta Mirinda

5. fruit juice Mazza Slice

6. soda Kinely Everess

7. Vanilla Vanillacoke No flavour

8. Water Kinely Aquafina

81
 ANALYSIS OF QUESTIONAIRE
1) Type of out late:-

Number of out late- 80

Type of out late No of out late

Groceries (GR) 36

Convenience shop (CON) 20

Eatery (ET) 24

Frome the above we can conculute that the groceries (gr) 36,

convenience shop (con) 20 and eatery (et) is 20

82
2) Which soft drink do you sell in your store?

a. Pepsi

b. Coca Cola

c. Both

Alternatives Response of Retailer % age

Pepsi 18 22.50%

Coca Cola 24 30%

Both 38 47.50%

Bar chart of retailer’ response

From the above we can conculute that pepsi response of retailer 18

percentage is 22.50,cocacola response of retailer 24 percentage is 30

and both is 38 response of retailer and percentage is 47.50 percentage

83
W3) Do you have current RBG (FLD+MTS) stock of in your shop?

a) Pepsi b) Coca cola

b) Both c)Not available

Alternatives Response of Retailer % age

Pepsi (PCI) 17 21.25

Coca cola (CCX) 28 35

Both 24 30

Not available(N.A) 11 13.75

Pie chart of retailer’s response

From the above we can conculute that epsi response of retailer

17 n percentage is 21.25 ,cocacola ror is 28 n % is 35 n both
ror 24 n%is 30 not available ror is 11 n % is 13.75

84
4) Do you have current PET (FLD+MTS) stock of PCI in your shop?
a) Pepsi

b) Coca cola

c) Both

d) Not available

Alternatives Response of Retailer %age

Pepsi (PCI) 19 23.02

Coca cola (CCX) 23 28.75

Both 26 32.50

Not available (N.A) 12 15

From the above we can conculute that pepsi response of

retailer 19 n percentage is 23.02 ,cocacola ror is 23 n % is
28.75 n both ror 26 n % is 32.50 not available ror is 12 n % is
15

85
5) Do you have freeze in store?

a) Pepsi b) Coca cola

C) Both d) Own

b) none
Alternatives Response of Retailer %age

Pepsi (PCI) 18 22.50

Coca cola (CCX) 31 38.75

Both 15 18.75

None (N.A) 16 20

From the above we can conculute that pepsi response of

retailer 18 n percentage is 22.50 ,cocacola ror is 31 n % is
38.75 n both ror 15 n % is 18.75 not available ror is 16 n % is
20

86
6) What is your annual sale of RBG from your shop?

a) 0 to300

b) 300 to 600

c) 600 to 900

Alternatives Response of Retailer %age

0 to 300 11 13.75

300 to 600 16 20

600 to 900 10 12.50

900 to above 9 11.25

No comment(N.C) 34 42.50

d) 900 & above

87
7) What is your annual sale of PET from your shop?
a) 0 to300 b)300 to 600

C) 600 to 900 d) 900 & above

f) No comment

Alternatives Response of Retailer %age

0 to 300 31 38.75

300 to 600 11 13.75

600 to 900 4 5

900 to above 1 1.25

No comment(N.C) 33 41.25

88
8) Which brand is preferred the most?
a) Pepsi
b) Coca cola
c) Both
Alternatives Response of Retailer % age

Pepsi 18 22.50%

Coca Cola 24 30%

Both 38 47.50%

From the above we can conculute that pepsi response of

retailer 18 n percentage is 22.50 ,cocacola ror is 24 n % is 30 n
both ror 38 n % is 47.50

89
9) Do you receive the delivery of Pepsi products in following terms?
a) Daily
b) Alternate
c) Weekly
d) No comment

Alternatives Response of retailer % age

Daily 41 51.25

Alternate 34 42.50

Weekly 4 5

No comment 1 1.25

90
10) Do you receive the delivery of PepsiCo products in time?

a. Yes

b. No

Alternatives Response of retailer %age

YES 41 51.25

NO 39 48.75

91
11) Are you satisfied with the Pepsi products?

a. Fully satisfied

b. Partially satisfied

c. Not at all

Alternatives Response of Retailer %age

Fully satisfied 75 93.75

Partially satisfied 4 5

Not at all 1 1.25

92
 SWOT ANALYSIS

In a most competitive market like soft drinks, one has to be very strategic against

all the business activities of the rivals. A constant review of the market situations

and fitness of the self is the must to keep in line with the competition. Specially in

the soft drink market, it has a rivalry, which is more than any other industry,

where each player tries to maximize its market share on the cost of others.

Packaging is one where there is a very crucial battle going on. This battle is in fact

called the mother of battle in Indian soft drink market. One of the major tools of

this battle is of course packaging. To win the situation coke must analyze the

external environment to identify threats and opportunities to adopt to the strategic

fit. For this internal strengths and weakness must be analyzed.

93
 STRENGTHS

1. Coke is the most popular brand in world.

2. Coke is enjoying maximum market share in the Indian market. In fact it is

more than 50%.

3. Coke is being backed by a strong force of 53 franchises.

4. Coke is having an edge over pepsi by having a large number of products.

5. The shape of bottle of coke is much more attractive than Pepsi.

6. Crate of coke is not attractive but also more safer for the glass bottles in

comparison to Pepsi.

7. Bottle crown quality of coke is much better than pepsi, due to its workability

as there are complaints of rusting in and around the crown of pepsi. This is

more common during the rainy season.

8. Coke has takeaway bottles which are not available with pepsi in 250 ml.

bottles.

9. Coke strength ahs directly come to come without doing much efforts in

establishing themselves.

10. Writing style of coke name is liked most of the consumers.

11. Coke of 200ml . Has infact increased the overall sales of cola marker.

12. The writing style of coke is more attractive than pepsi.

13. The can of thums up which belong to coke is more appealing due to its colour

schem.

94
 WEAKNESS

1. There are complaints of coke can regarding leakage.

2. The Pepsi is attracting new generation segment due to availability of fountains

, this is being lacked by coke where fountain machines overall in comparison

to Pepsi are less. Specially in Meerut, there is no fountain machine of coke

available, whereas Pepsi has 35 machines.

3. Form the retailers of coke, it was also notice that limca bottles have a problem

of chip i.e. on operating the glass cracks slightly

4. The pet bottles of coke are not suitable for house hold use.

95
 OPPORTUNITY

1. The market growth rate is very high infact 30% per annum.

2. The brand name coke speak most highly i.e. coke is at the top of the mind

among consumers.

3. The growing market may be captured with greater number of package in run it

is a threat to Pepsi as the market demand is very heterogeneous.

4. The launching of 250 ml coke has seen the overall growth in coca segment.

5. Thumps up cans adopting the blue color has infact eaten the main plant of

Pepsi of its blue color.

96
 THREATS

1. The threats risk of potential entrants due to Cadbury’s future entry are very

considerable.

2. Local lemon soda is also a big threat to coke, as most of the buying power of

lower class segment is exhaust by these bottles.

3. The threats of seasonal drink like fruit juice are also considerable as the time

of peak season; the rates are Rs. 4/- per large glass.

4. Pepsi adopted a strategy to lower down the prices against the launch of 200 ml

coke.

5. The inclination of new generation is towards pepsi due to color concept

adopted by the company.

97
 PROBLEMS

After visiting nearly 100 cutlets I found that there are some common problem of

retailers which are as follows.

1. The first and the major problem among the retailers are non-availability of

Coke’s all ranges of flavours and packs.

2. The second problem is faced by retailers is that they do not want to display

the warm and cold display because it will consume their time and place.

3. Retailers are asking about schemes. They are complaining that they are not

getting proper facilities, although their sale is very good. They do not have

chairs and tables and in some cases if they have it is not in good

condition.

4. The other problem is that equipments provided by the

company (freeze) are not in good condition which is

affecting their sale in season.

98
 CONCLUSION

Following are the certain conclusions from consumers survey.

1. The comparative sale of Coca cola and is near about equal. Coca cola is

getting a lead by the help of its coca flavour.

2. Limca is in a far better position in lemon flavour.

3. Consumer likes only the aid of Miranda lemon they not want to try Miranda

lemon.

4. Fountain Coca cola is not easily available in Muzaffarnagar. But if it will be

there than there is a chance of better sales.

5. Coca cola have a sale of 56% in cola flavour.

6. But overall sale of all favors in near about equal Coca cola have 51% of soft

drink market while coke have 49% of share market.

7. The advertisement of Coca cola and Miranda lemon is mostly liked by the

maximum people.

8. There is a big scope for fountain Coca cola in cinema halls, shopping

complex, bus stand railway station etc.

99
 LIMITATIONS

Following are certain limitations, which I face during the competition of my project

report.

1. Many people in from rural area they feel themselves unsuitable for the

answer.

2. Small size of sample.

3. I have done my project in December and January so there is chance of

variation in the result of survey.

4. Many people don’t give answer of all questions.

5. Look of sufficient time for the proper administration of the research because

time is very important to do a research. Time of two months has been

allocated which is very small and not sufficient for cover the all of the area.

6. Non-availability of the money was the second limitation of this study. Since

the researcher has to find his study by his own source of finance. The lack of

financial sources was another of this study.

Since the research has been conducted on the human being who were the retailer of

the different brands of soft drinks. Human behaviors are the changing phenomenon.

100
 RECOMMENDATIONS

Following are certain recommendation according to the consumer’s survey:

1. The Coca cola should be stronger.

2. Miranda lemon also should be strong with a flavour something extraordinary.

3. More scheme should be introduced with Miranda lemon,

4. New flavour should be introduced in India soft drink market.

5. Distribution channel must be improved.

6. There must be less foam more liquid in the glass of fountain Coca cola.

7. Fountain Coca cola should b more strong.

8. Glass quality of fountain Coca cola should be improved.

9. Fountain Coca cola should be easily available everywhere.

101
 SUGGESTIONS

1. In cold drinks Coke and Thums Up have strong brand awareness and

availability but Pepsi itself has a strong availability in comparison

t o its competitions. So the company should try to make coke,

Limca, Thums Up and other brand widely available.

2. Company should motivate the retailers to display its brand effectively,

for this they should provide the free samples for display.

3. Communication gap between retailers and management should be

reduced.

4. Problems of the retailers should solved by the company in most

possibly lesser time.

5. Sales promotion should be implemented with in time and should

live up to the promise kept.

6. Sprite, Kinley Soda is not much popular so, Coca-Cola should try to

promote these less popular brands through increase their

visibility in warm and cold display.

7. Salesman distributing products should carry and provide all the

brands to all retailers.

8. Time to time visit of routes should be done by senior executives, so

that problem in the market are solved effectively, Remember a officer

or executive can convince them more what a salesman can not do.

9. Company should take some actions against that retailer who

misused the equipments company provided.

102
 BIOGRAPHY

 Marketing Research (Author- G C Beri)

(Publish by Tata McGraw Hill Publishing Co. LTD., New Delhi)
Third Edition(2002)
 Marketing Management (Author- Rajan Sexana)
(Publish by Tata McGraw Hill Publishing Co. LTD, New Delhi)
Second Edition(2001)
 Marketing Management (Author- R S Sexana)
(Publish by Himalya Publication, New Delhi)
Ninth Edition (2000)
 Marketing Management (Author- Philip Kotler)
(Publish by Pren Tice-hall of India PVT. LTD., New Delhi)
Ninth Edition(2002)
 Research Methodology (Author- Bhandrai)
Print 2004, second edition
JOURNALS
 Business today
 India today
NEWS PAPERS
 Economic times
 Business standards
 Business week

WEB SITES:
www. Google.com
www. Coca-colaIndia.com
www. Coca colacola.co.in
www. Coca colazone.yahoo.co.in

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