1

1







OF


The world's most recognized trademark
it is recognized by 94% of the world's population

FOR

HINDUSTAN COCA-COLA BEVERAGES PVT. LTD. ,
PANKI INDUSTRIAL AREA, DADA NAGAR KANPUR.




SUBMITTED IN SUMMER TRAINING OF MBA PROGRAMME OF
APOLLO INSTITUTE OF TECHNOLOGY
KANPUR



UNDER GUIDANCE OF:
Mr. ADESH TRIPATHI
(AREA MARKETING MANAGER)


SUBMITTED BY:
Divya Tiwari
MBA 3
rd
SEMESTER
2009-2010



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DECELARATION



I Divya Tiwari declare that this project report titled
'Comparative Survey oI Coke vs. Papsi is an original
work done by me under the guidance of Mr. ADESH TIWARI (AREA
MARKATING MANAGER). I further declare that it is my original work
as a part of my academic course.










PLACE: KANPUR
DATE: Aug. 16
th
, 2010


Divya Tiwari

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INDEX
TITLE PAGE
AKNOWLEDGEMENT
MEANING OF PRO1ECT
INTRODUCTION

CHAPTER 1: PROFILES
HI5TORY OF THE COMPANY
EARLY GROWTH
WARTIME DEVELOPMENT RECENT DEVELOPMENTS

POSTWAR GROWTH
CHAPTER 2: INDUSTRIAL PROFILE
SOFT DRINK INDUSTRY IN INDIA
COCA-COLA IN INDIA
VISION OF COCA-COLA IN INDIA
MISSION OF THE COCA-COLA IN INDIA
CHAPTER 3: PRODUCT PROFILE
SOFT DRINK INDUSTRY IN INDIA
COCA-COLA IN INDIA
VISION OF COCA-COLA IN INDIA
MISSION OF THE COCA-COLA IN INDIA
CHAPTER 4: THE COMPETITIVEAREA
THE COMPETITIVE AREA AMONG COKE AND PEPSI
ADVERTISING


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CHAPTER 5: MARKETING DEPATMENT
MARKETING DEPARTMENT
SALES PROMOTION TECHNIQUES OF COMPANY
CRITERIA FOR PROVIDING FREE CHILLING EQUIPMENTS
S.G.A PROVIDING COMPANIES
CHAPTER 6 INTRODUCTION

OB1ECTIVE OF THE STUDY
R.E.D. CONCEPT
PRE SALE CONCEPT
ADVERTISEMENTS TARGETED BY COKE
PROMOTION BY THE COMPANY


CHAPTER- 7 MARKET IMPACT TEAM

MIT
METHODOLOGY AND DETAILS
AFTER MIT ROAD AHEAD

CHAPTER- 8 OB1ECTIVES

OB1ECTIVES
IMPORTANTS OF OPENING NEW OUTLETS
IDENTIFICATION OF NEW OUTLET
PROCESS OF OPENING A NEW OUTLET
DEAL WITH OB1ECTIONS &QUERY
HORZENTAL EXPENTION FLOW CHART



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CHAPTER 9: MATHODOLOGY
RESEARCH METHODOLOGY
DATA ANALYSIS

CHAPTER 10: HYPOTHESIS
SWOT ANALYSIS

CHAPTER 11: CONCLUSION
CONCLUSION
FINDINGS
SUGGESTION

CHAPTER 12: QUESTIONAIRE
QUESTIONAIRE
DECELARATION
REFRENCES



















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ACKNOWLEDGEMENT


Coke, Panki Industrial Area, Kanpur for giving opportunity to associate myself
to the world`s largest soft drink company and to carry out my project titled
~Comparative Survey of Coke vs. Papsi.

I am sincerely thankful to Mr. ADESH TRIPATHI (AREA
MARKETING MANAGER) under whose guidance I have successfully
completed this project and the time spend with constant encouragement,
warm response and for filling every gap with valuable ideas that has made this
project successful. I would also give special thanks to all the outlet holders to
whom, I visited for the support, information, co-operation, advice to complete
my project details would also given my sincere thanks to all the staff and the
members of Hindustan Coca-Cola Beverages Private Limited.


















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MEANING OF PRO1ECT

The word ~Project has great specification in the field of management before starting
any work we must have an idea about its basic. The meaning of the ~PRO1ECT is as
follows: -

~P - The word p` signify the phenomenon of planning, which deals symbolization and
proper arrangement of sen sex and suggestion on respectively in accordance with need.

~R - It stand for associated with word resource with which guides to promote
planning.

~O - This letter stands overhead expenses on unestimated expenses, which occur in
manufactures designed or layout of project.

~1 - This letter stands for joint efforts i.e. Project work which is undertaking should be
completed with a combined effort.

~E - This stands for engineering i.e. worker undertaken is to be employing technical
process.

~C - This stands for the phenomenon of constriction on which is more essentially and
basic form of work.

~T - This stands for the techniques unless techniques to work is not Known.


CONCLUSION: - In general we came to conclusion. That project is systematic
conclusion discussed proposed particular subject which, include complete
inIormation about required to machine tools, appliances need the various
operation required to be done in well sequences.


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INTRODUCTION






~Coke would rather be long term wiser, than being short term smarter

Abraham Ninan
Director External Affairs,
Coca-Cola, India

COCA COLA ENTERPRISES INC.


TYPE : PUBLIC (NYSE:CCE)

FOUNDED : 1926

HEAD QUARTERS : ATLANTA, GEORGIA, U.S.A.

CHIEF EXECUTIVE OFFICER : 1OHN BROCK

CHIEF FINANCIAL OFFICER : WILLIAM W.DOUGLAS

INDUSTRY : BEVERAGES

REVENUE : $19.800 BILLION USD

OPERATING INCOME : $1.495 BILLION USD

NET INCOME : $1.143 BILLION USD

EMPLOYEES : 73,000 (APROX)







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CONCLUSION

In general we came to conclusion. That project is systematic conclusion
discussed proposed particular subject which, include complete information
about required to machine tools, appliances need the various operation
required to be done in well sequences.





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CHAPTER 1

HISTORY OF THE COMPANY
EARLY GROWTH
WARTIME DEVELOPMENT
POSTWAR GROWTH
RECENT DEVELOPMENTS







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HISTORY OF COCA-COLA


This story begins in Atlanta, Georgia on May 8, 1886, when a pharmacist
called Dr. 1ohn Smith Pemberton first mixed Coca-Cola in his back yard.
This formula, which was made from carbonated water, cane sugar syrup,
caffeine, extracts of kola nuts and cola leaves, was brought to the nearby
1acobs` Pharmacy where it made its Debut as a soft drink the same day,
selling for only 5 cent. His bookkeeper named this drink ~Coca-Cola after
the first two ingredients and the same distinctive script he wrote it in is the
same logo they use To this day.

In 1anuary 1893 Coca-Cola was registered with the U.S. patent
office. Later on in 1915 the Root glass company created the famous contour
glass bottle for Coca-Cola in 1915.

In 1917 Coca-Cola was found to be the world`s most recognized
trademark with a record of 3 million Coke`s sold per day. Unfortunately,
1ohn Pemberton fell ill, and did not live to see his product`s success

Sadly, in the first year of Coke`s existence, Pemberton and his
partner only made $50. Pemberton sold two third of his business in 1888 to
cover his losses and keep the business afloat.



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He died later that year, and Mr. Candler, an Atlanta druggist,
purchased total interest in Coca-Cola for an unbelievable $2,300 in 1891. In
1891,Candler and his brother formed the Coca-Cola Company.

EARLY GROWTH


In 1893 Candler registered Coca-Cola as a patented trademark. He
also responded to growing concern over the dangers of cocaine by reducing
the amount of coca in the drink to a trace. However, he kept some coca
extract in Coca-Cola so the name would accurately describe the drink.
Candler only had a patent on the name, and not the drink syrup that is, the
drink`s base, containing all the ingredients minus carbonated water. He
figured that keeping the Coca in his formula would legally allow the
company to distinguish its drink from imitations. Other companies also
produced soda drink made with cola nut extract. In particular, the Pepsi-
Cola Company would become Coca-Cola Company`s major competitor
over the next few decades.
Candler also spent more than $11,000 on his first massive advertising
campaign in 1892. The Coca-Cola logo appeared across the country
painted as a mural on walls; displayed on posters and soda such as
calendars and drinking glasses. In addition, Candler was the first person
ever to use coupons to gain customers for a product. He distributed flyers
offering free soda fountain glasses of Coca-Cola to people visiting his
drugstore.
In 1894 the Coca-Cola Company opened its first Coke syrup
production plant outside of Atlanta, in Dallas Texa. That same year a
candy storeowner in Vicksburg, Mississippi installed bottling machines
and produced the first bottled Coke. It had previously been sold only at
soda fountains. By 1895 the drink was sold in all U.S. states and territories.


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In 1899 lawyers Benjamin Thomas and 1oseph Whitehead of
Chattanooga, Tennessee, bought the exclusive right to distribute Coke
syrup to bottles throughout most of the country for only on dollars, at the

time, Candler saw little profit in bottling and was more than willing
to give up that part of the business.
In 1915 the Root Glass Company created a couture glass bottle for
Coke, its design based on the curvature of a coca bean. This bottle design
became a Coke trademark worldwide. The same year, Candler retired
from the company, passing it on to his children and moving into polities.
He was elected mayor of Atlanta in 1916.
In 1919 the Candler family sold Coca-Cola to businessman
Ernest Woodruff of Columbus, Georgia, for $25 million. Woodruff son,
Robert, was elected company president in 1923. Robert Woodruff was a
skilled marketer and he put more of the company`s resources into market
research than manufacturing Coke.

WARTIME DEVELOPMENT

During World War II (1939-1945), Woodruff also boosted
Coke`spopuler image in the United States by pledging that his company
would provide Coke to every U.S. soldier. The company did not limit itself,
however, to only doing business that would increase its success in America.
In the period leading up to the war, between 1930 and 1936, it had set up a
division of the company in Germany, and it continued that venture during
the war. It recreated its image as a German company and allowed the
Germans to produce all but two, secret, Coca-Cola ingredients in their own
factories.
In 1941 the German company`s president, Max Keith, developed
Fanta orange soda using orange flavoring and all the German-made Coke


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ingredients. The Coca-Cola Company`s wartime efforts helped it expend
its global market, often with the economic support of the U.S. government.
By the end of the war in 1945, it had established 64 overseas bottling
plants. The same year the company registered a patent on Coca-Cola`s
popular nickname, COKE.

POSTWAR GROWTH
In 1955 Robert Woodruff retired as the Coca-Cola Company`s
president. Candler and Woodruff are remembered as the two most
important figures in the company`s early growth, both for their
contributions to the company and their considerable fortunes donated to
the city of Atlanta. After Woodruff departure, the company began to
diversify by producing new products, acquiring new business, and entering
new international markets.
In 1960 the Coca-Cola Company purchased the Minute Maid Corp.
producer of fruit juices and began offering Coke in cans. Between 1960 and
1963 it also launched four new soft drink in the United States: Fanta, an
orange soda; Sprite, a lemon-lime soda; Diet Cola; Diet grapefruit-flavored
soda. In 1964 the company acquired the Duncan foods crop. In 1967, it
created the Coca-Cola foods division by merging its Duncan and Minute
Maid operations.
In the late 1960s, Coca-Cola faced difficulties in some of its foreign
markets. When the company built a bottling plant in Israel at the outset of
the Arab-Israel War, the governments of all Arab League nations banned
the production and sale of Coke. A year later the company withdrew from
its markets in India when that country`s government requested that Coca-
Cola reduces its equity in joint ventures to 40 percent. The company
refused to relinquish so much control over those operations.


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In 1977 Coca-Cola began packaging Coke and other drinks in two-
liter plastic bottles. The popularity of these large bottles grew over time,


and their sales earned the company new project, primarily in small
specialty and convenience stores.
In 1982 the company introduced Diet Coke, which soon becomes the
best-selling diet soft drink in the world.
Also in 1982, Coca-Cola purchased the motion-picture company,
Columbia Picture Industries, also know as Tri-star Pictures, for almost
$700 million. Two year later, the company sold off its Columbia holdings
and other media acquisitions to Sony Corporation for over $1.5 billion.
By 1984 Pepsi-Cola had gained on Coke`s previous domination of the
U.S. market to the point that the two had almost equal sales. In an attempt
to return market dominance, the company attempted the first-ever reason
of the original Coke recipe. The American public largely rejected New
Coke, and so the company quickly returned to also producing the old
recipe under the name Coca-Cola classic.

RECENT DEVELOPMENTS

In 1986 The COCA-COLA Company consolidated all of its no
franchised U.S. bottling operating as Coca-Cola Enterprise, Inc. The new
company began acquiring independent bottling companies, a venture that
grew into the world`s largest bottle of soft drinks by 1988, while Coca-Cola
Enterprise distributes over half of all Coca-Cola products in the United

States, small franchises businesses continue to bottle can and
distribute the company`s drink worldwide.



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In 1987 The Coca-Cola Company was fisted in the prestigious Dow
1ones Industrial Averages index of stock market performance. Its stock is
traded on the New York Stock Exchange. Coca -Cola and Pepsi Company

products occupied nine of the top ten spots in the U.S. soft drink
market in themed-1990s.

Worldwide, Coca-Cola ranked first in soft drink sales, and the
company earned almost 80 percent of its profits from international sales.











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CHAPTER 2
SOFT DRINK INDUSTRY IN INDIA
COCA-COLA IN INDIA
VISION OF COCA-COLA IN INDIA
MISSION OF THE COCA-COLA IN
INDIA







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SOFT DRINK INDUSTRY IN INDIA

INTRODUCTION

The Indian Soft-Drink Industry is a 3500 crore rupee Industry
comprised of consumer`s throughout the country, and of all ages. The
industry has been comprised of all Indian Soft-Drinks manufactures and
the multinational Coca-Cola up to 1976.
From 1976 to 1989, the industry only comprised of Indian
manufacturers namely, Parle, Campa-Cola and Dukes. Decades of 90`s
have brought changes in Government Policies of liberalization, which has
helped user in two huge American Multinational Pepsi-Cola international
and Coca-Cola
.
THE CHRONOLOGY OF SOFT-DRINK SCENARIO IN
INDIA

1977
Refusing to dilute its equity stake, Coca-Cola winds
up it operations in the country.

Thums-Up from Parle and Campa-Cola from Pure
Drinks launched.



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1986
An application for a soft drink cum snack food joint
venture by Pepsi. Voltas and Punjab agro is submitted
to the Indian Government.

1988
Final approval for the Pepsi food limited project
granted by the Cabinet committee on economic affairs
of the Rajeev Gandhi Government.

Coca-Cola South Asia Holding Incorporation of the
U.S. files an application to manufacture soft drinks
concentrate in Noida (Delhi) free trade zone.


1990
Pepsi Cola and 7 Up launched in limited market in
North Indian.

The Government clears the Pepsi Project again but
with the brand name changed to Lehar Pepsi.
Simultaneously, it also rejects the application of Coke.
Citra hits the market from the Parle Stable.


1991
Britco food files an application before FIPB to set up a
new 50 crore facility in Maharashtra.



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Pepsi extends its soft drink reach on national scale.
Products launched in Delhi and Bombay.

Britco foods application cleared by the FIPB, Pepsi
and start initial negotiations for a strategic alliance
but talks break of after a while.

1993
Pepsi launches Teem and Slice to counter Limca and
Maaza respectively from Parle. Pepsi captures about
30 market share in about two years.

Coke files an application for a 100 owned soft
drinks company with FIPB, Decides to part ways with
Rajan Pillai. The Government clears the Coke
application in record time.

Voltas pulls out of the Pepsi Food Limited joint
venture. Pepsi decides to buyout the Voltas share and
raises its equity to 92 Report of Coke Parle joint
gain strength.

Pepsi launched 1 liter bottles in Pepsi-Cola, Mirinda
and Teem flavors. Sweeps off the 100ml segment over
Pure Drinks.





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Coca-Cola buys out Parle and major leaders of the
market, Ramesh Chauhan, becomes a part of the
Coke game plan.

Fountain Pepsi launched in the Northern part of
India.

Coca-Cola hits the Indian in 300 ml at the price of 250
ml. Equity 100 for Coca-Cola.

Pepsi jump up in to Mineral Water name Aquafina.


2000
Coca-Cola Indian has registered a growth of 18
th

percent in its net sale during the first quarter of the
current fiscal year.

Hrithik the burning sensation of Bollywood is hired to
advertise Coke is very effective.


2001
Coca-Cola upgraded from 1.5 ltr. To 2 ltr.


Coke hired Ashwaria, Amir Khan and Hrithik for
effective advertising.



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COCA-COLA IN INDIA
The Coca-Cola Company entered India in the early 1950s. It set up
four bottling plants at Bombay, Calcutta, Kanpur and Delhi.
In 1950 as there were negligible companies in Indian market
therefore Coca-Cola did not face much competition and they were accepted
in Indian market more easily. By the end of 1977 Coca-Cola had captured
more than 45 of market share in India. Then Coca-Cola left India
following public disputes over share holding structure and import permit.
As per FERA REGULATION the company was required to India
close operation by May 5, 1978 yet strongly enough the company`s
operation come to end in 1uly 1977.
In October 1993, Coca-Cola returned to India after 16 years of
absence with the slogan ~Old waves have come to India again first
launched in HATHRAS near AGRA HOME of the famous TA1 MAHAL.
At this time Parle was the leader in soft drink market and had more
than 60 of the total market share in soft drink Coca-Cola joined hand
with Parle and strategic alliance with Parle export give the company
instant ownership of the nation top soft drinks brands Thums-Up, Limca,
Citra, Gold Spot and Maaza access to Parle`s extensive 62 plant bottling
network and a base for the rapid introduction of the company`s
international brand by striking a $40 million deal with Parle Coke almost a
clear sweep and made it goal as ~To become an all occasion drink not a
special treat beverage.



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VISION OF COCA-COLA IN INDIA
Provide exceptional strategic leadership in the Coca-Cola India
System resulting in consumer and customer preference and loyalty through
Coca-Cola`s commitment to them, and in a highly profitable Coca-Cola
corporate branded beverage system.

MISSION OF THE COCA-COLA IN INDIA
Create consumer products, services and communications customer`s
service and bottling system strategy processes and tools in order to create
competitive advantage and deliver superior value to:
Consumers as a superior beverage experience.
Consumers as an opportunity to grow profits through the use of
finished drinks.
Bottlers as an opportunity to make reasonable to grow profits
and volume.
TCCC as trademark enhancement and positive economic value
added.
Suppliers as an opportunity to make reasonable profits when
creating real value added in an environment of system wide
teamwork, flexible business system and continuous
improvement.
CCI associates as superior career opportunity.
Indian society in the form of a contribution to economic and
social development.


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CHAPTER 3

PRODUCT PROFILE OF COCA-COLA
CONSUMER CHOICE AT A GLANCE
DIFFERENT PLAYERS IN THE SOFT
DRINKS MARKET
WHERE THE MONEY GOES
MODUS OPERANDI






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PRODUCT PROFILE OF
COCA-COLA
There are nine brands of coca-cola in India and they are differ in
taste, flavor and also in their colours.
1. COCA COLA
Coke is considered to be a cola drink. It is generally preferred by all
sections of consumer. This is a case cow brand for the company in terms of
sales revenue.

2.THUMS-UP
Thums-up is also considered to be a cola drink. It is hard in
comparison to coke. It is preferred by all section of consumers but
especially to teen-agers. It is a big source of company to cash its publicity.

3.LIMCA
Limca is considered to be lemony in taste, and comes under the
category of cloudy lemon because of its colour, which is



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Similar to that of clouds. It has to yield good sales revenue. It is
generally preferred by Children & Women.

4. FANTA
FANTA ORNAGE, It is orange flavor & preferred by Children &
Women.

5. FANTAAPPLE
FANTAAPPLE, It is apple flavor preferred by Children & Man,
Women .

6.MAAZA
MAAZA MANGO, in maaza cold drink no gas only based on juice. It
is a non-aerated soft drink. It is preferred mostly Children & Women.

7.KINLEY SODA
This is a soda drink. It has no colour and no flavor. It is generally
used with alcohol and used by adults.




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8.SPRITE
Sprite is a good product at cola and contains at lemon flavor. And
preferred by all age of people.

9.KINLEY WATER
Kinley water is a fresh and mineral water and market competitor of
Bisleri and Aquafina.

10.MINUTE MAID
In Minute maid pupply orange cold drink no gas only based on
orange juice. It is a non-aerated soft drink and market competitor of
Tropicana Twister.

11.DIET COKE
Diet Coke is sugar free flavor.Diet Coke is mostly preferred by Sugar Free
patients.






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PRODUCT MIX
Products
The group manufactures and markets Carbonated and Non-Carbonated
Soft Drinks and Mineral Water under Coca Cola brand. The various
flavors and sub-brands are- Coca Cola, Thums Up, Sprite, Limca,Fanta,
Fanta Apple, Mazza, Pulpy Orange, Kinnley Soda, Kinnley Water.
CAN
Diet Coke, Coca Cola, Thums Up, Sprite.
Brand available in 200ml.

1. Coca Cola
2. Thums Up
3. Sprite
4. Limca
5. Mazza
6. Mazza Tetra Pack

Brand available in 300ml.
1.Thums Up
2.Sprite
3.Limca
4.Kinley Soda




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Brand Available in CAN (330ml)

1. Diet Coke
2. Coca Cola
3. Thums Up
4. Sprite
Brand Available in (350ml)

1. Coca Cola
2. Thums Up
3. Sprite
4. Mazza
5. Pulpy Orange

Brand Available in (500ml)

1. Mazza
2. Pulpy Orange
3. Kinley Water
Brand available in (600ml)

1. Coca Cola
2. Thums Up
3. Sprite
4. Limca




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Brand Available in (1Ltr)

1. Kinley Water
2. Pulpy Orange


Brand Available in (1.2 Ltr)
1. Coca Cola
2. Thums Up
3. Sprite
4. Limca
5. Mazza


Brand available in (2 Ltr)

1. Coca Cola
2. Thums Up
3. Sprite
4. Limca









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Price of the product
Product Bottle in MT Price
200 ml 24 168

200 ml Mazza Tetra Pack 24 216
300 ml 24 215
250 ml Mazza 24 330
330 ml Can 24 580
350 ml Thumsup 24 468
500 ml Mazza 24 168
500 ml Pulpy Orange 24 498
600 ml Soda 24 216
600 ml PET 24 444
1Ltr. Kinnley 12 104
1Ltr. Pulpy Orange 12 552
1.2 Ltr Maaza 12 552
1.2 Ltr Pet 12 207
2 Ltr PET 9 459










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CONSUMER CHOICE AT A GLANCE
Coca-Cola Mainly preferred by the Youngster & Kids.
Thums-Up Youngster.
Limca Common Drink.
Fanta Basically Preferred by Ladies and Kids.
Maaza Also Ladies and Kids.
Sprite Not clearly defines.
Kinley Soda Mostly those who consume liquor.










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DIFFERENT PLAYERS IN THE SOFT DRINKS MARKET
PEPSI
Caleb Brandhum, a North Caroline Pharmacist, structure Pepsi Cola
in the 1890`s as cure of dyspepsia (indigestion). In 1902, Bradhum applied
for a trade mark, issued ninety seven share of stock and began selling Pepsi
syrup in earnest. In his first year of business he spend $1900 on advertising
a huge sum that he sold only 8000 gallons of syrup. In 1905 Bradhum built
Pepsi`s bottling plant. By 1907 he was selling 10,000 gallons a year, two
years later, he hired a New York advertising agency. After passing through
many troubles for some period now Pepsi is a market leader in
international arence and is available in 187 Nations throughout the world
in 18 flavors having its Head Office in New York, United State. Pepsi has
13 bottlers with 26 plants in India. Through this compared with 60 plants
of Coke is quite less, yet the market share of Pepsi has increased quite
significantly









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PEPSI IN INDIA
This $3040 billon, New York (U.S.) based Pepsi Company, had to
start from scratch after entering the country in 1989. Deep blue Pepsi, is a
broad based food and beverage company, deriving more than 60 of it`s
sales and operating profits from it`s snack foods and restaurant business.
Pepsi started its commercial production in 1990 with plants, one at
Channo (Sangrur) and other at 1ahura (Distt. Hoshiarpur). Pepsi drink,
which was introduced six year back, has now become the household name
thought the country.
The Marketing efforts of Pepsi in the first three year were so
successful, that Pepsi had taken major market share of Parle and Parle has
to face hard times. Pepsi-Cola has been positioned as a drink for the young.
It`s popular slogan ~YEHI HAI RIGHT CHOICE BABY go to show that
appeal is significantly for the younger generation in a popular, much aired
commercial, Bollywood star Sachin Tendulkar. Began to cdroon in the tune
only after he`d guzzled, the right cola, made the smart choice (A-Ha!).
Behind the hype in an effort invisible to consumer Pepsi pumped in
Rs. 300 crore to add muscle to its infrastructure in bottling and
distribution. At present Pepsi is at war with Coke at National level.






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CADBURY SCHWEPPES
Cadbury Schweppes are joined force of Cadbury found in 1824 of
U.K. and Schweppes of Ireland founded in 1783. Cadbury Schweppes is
unified bussing which manages the relations his with over 240 franchised
bottling operation on Zambia and Zimbabwe. Cadbury Schweppes has
fottlery and partnership operations in 14 countries around the world.

CADBURY SCHWEPPES IN INDIA
May 1995 one more soft drink Cadbury Schweppes entered the
Indian soft drink market and now the competition in this industry is more
due to rise in the number of competition and also due to large product
range that they all are offering to the market. Cadbury Schweppes, just
about two year old in India udebtufues with the guerilla. Number three in
the aerated soft drink market after Pepsi and Coca-Cola Company; it is
resorting to some very smart footwork to gain its share of silence.
The company wants to be number one in the non-cola aerated soft
drink market, to which end it has unabashed a series of tactics. ~WE
DON`T DIRECTLY HIT COMPETITION BUT CHOP AT AWAY AT
THE ENGED. Says Ashok 1ain C.E.O Cadbury Schweppes India. The
idea is to convert the narrow scrip to a niche and build it to a position of
reverence with a consumer.




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1ohn S. Perberton, who in 1886 first construed coke syrup in his
laboratory, knows little that he had made a formula that would sell one day
to a thirsty market of 13.1 billion dollar coke drinkers.
Perberton was morphine addict who was trying to create marketable
patent medicine. When his experiments led to the new scared Coke
formula. He had only modest success selling Coke in Atlanta and he sold
his formula and right for a pittance. He died in 1888. Atlanta druggist as a
Candler who soon gained control of Coca-Cola is in many way the true
father of coke. He transformed the small time operations in to a nation
wide soda fountain sensation.
Early on, Coke had a distinct cocaine kick, even through corporate,
Coke has long dispute. This piece of America folk care, saying the coke leaf,
was they with the syrup and training needed to produce distributes and sell
the product and above all the most valuable assent, the trademark.
Also coca-cola`s main revenue stream is from the sale of concentrate
of its bottles. In India, the sole rights the manufacturer concentrate rests
with its 100 subsidiary coca-cola beverages near Pune.
A unit of concentrate makes 400 cases (of 24 bottles each) and according to
an estimate generates income of Rs. 20 per case for the parent company.
Bottlers maintain their production line to coke standard of 600
bottles per minute.
Today the two multinational operates in two ways.
COBO-Company owned bottling operation, and
FOBO-Franchisee owned bottling operation.


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WHERE THE MONEY GOES
Low per capital consumption of soft drink in India may be linked to
the inflated prices of such drinks. But surprisingly it leaves a very low
margin for bottler`s decocanised. Candler had later testified on court that
coke contained a very small proportion of drug without the coke would
never have been as popular as it was its early days. The cocaine was
eliminated in 1903, as panicked reaction to the raising criticism, inflamed
by Newspaper allegations that black coke drinkers were attacking whites.
In 1917, Candler gave almost all of his coke, stock to his children,
who sold out two years later to a syndicate headed by, Atlanta Banker
Ernest Woodruff, for $25 million. Woodruff eventually took over and ruled
the company to its present glory. Woodruff died in 1985.











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COKE IN INDIA
Despite the formidable track of its parent (Coca-Cola Company the
$18 billion gaint, based in Atlanta ~U.S.), Coca-Cola India`s record in
Rs.1800 crore soft drinks market is prominent. Coca-Cola entered Indian
market after 16 years from Hathras December 1993 Coca-Cola became the
undisputed leader of the Indian soft drink industry, because if their
acquiring rights of Ramesh Chauhan`s aerated Parle drinks.
With one stroke of the pen, and a bill of 140 crore coca-cola picked
by five brands- Thums Up, Limca, Gold Spot, Citra and Maaza with a
combined market share of 69 percent with Thums Up alone accounting for
56 of the then 650 crore cola segment.
Coca-Cola world`s largest selling soft drink and which sells nearly
half the soft drink of world market its reentry with planned strategy.
MODUS OPERANDI
The multinational soft drink companies carry their business by
licensing bottlers around the country or more technically franchising the
bottlers and supplying also. With retail prices ranging to Rs.9-10 per bottle
(300ml) for consumer and Rs.196 per crate (24 bottles) for retailers. A
bottler must pay as such as 34 of the price per case as excise duty,
sales and turnover tax.
A further 10 goes into expenditure on local advertising and sales
promotion. Distribution and transportation cost takes care of another 10
Raw material cost, Concentrate, Sugar, Citra, Acid, Bottle caps etc. eat up


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another 23 production cost, in terms of fuel, power, maintenance
and labour add up to 14.
Thus leaving a bottler with a margin of 9, again 4 of this would
go into warheads and interest charges, trimming down the margin to a
simply 4-5 a bottling operation, thus is viable only large volume.
(This is also one of the reasons of FOBO being converted in COBO).
The consumer, obviously, shoulders most of the burden, bottle cost
are also critical component of soft drink business.
Coke is positioning all of its beverages as all seasons` beverages
rather than only summer drinks; this will greatly help to increase
consumption.
In summer coca-cola was coping with a change, C.E.O-Alex Born has
replaced David Short.
Coke has made India its home; coke is experimenting with mobile
dispensing units at beaches and stadiums, going out towards consumers.
~Our goal is to have available within arm`s reach of desire. Nicholas once
said (Retd. C.E.O).
While Pepsi wants people to come to them, Coke plans to after
consumer.



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Coke`s objective in short run shall be converted Pepsi drinks, rather
than Thums Up drinkers to Coke.















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CHAPTER 4
THE COMPETITIVE AREA AMONG COKE AND PEPSI
ADVERTISING
ADVERTISEMENTS TARGETED BY COKE
PROMOTION BY THE COMPANY







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THE COMPETITIVE AREA AMONG
COKE AND PEPSI
The soft drink market all over the world as been witnessing a neck-
to-neck battle between the two major players; Coca-Cola and Pepsi since
very beginning. The thirst quenchers are trying hard to have the major
piece of the apple of overall carbonated soft drink market. Both the players
are spending their energies in building capacity, infrastructure,
promotional activities etc.
Coca-Cola, being 11 years older than Pepsi, has been dominating the
scene in most of the soft drink market of the world and enjoying the
leadership terms of the market share. But the coca-cola people are finding
it hard to deep away Pepsi, which has been narrowing the gaps regularly;
the two are posing threats for each other in every nook and corner of the
world. While coca-cola has been earning most of the part of its bread and
butler through beverages sales, Pepsi has a multi products portfolio with a
handsome portion from the same business.
The two warriors are face to face once again here in India with
different strategies and policies to attack at rival Coca-Cola is focusing
upon the joint ventures with the existing bottlers to enhance its control on
manufacturing and marketing of its product range and attain the quality
standards of its class. Countering its Pepsi has taken the baton in its own
hands by floating and investment of $95 millions to set 6 Pepsin Co. India
Holdings, a subsidiary for company`s owned bottling operation (COBO).


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Both of the companies are following different path of reach the same
destiny i.e. to fetch the bigger portion of aerated soft drink market in India.
Both the competitors have distinct vision and priorities about the
Indian soft drink market. Through having so much difference and
distances with each other, they both consider India as a huge potential
market as per capita consumption here in more 3 servings per year against
an international of 80. Throughout, they are putting their best efforts to
woe Indian consumer who has to work for 1.5 hours to by a bottle cross
over for both the athletes running for getting No.1 position.
Coca-Cola is well set with its 53 bottling sites throughout the country
giving it an edge over competition by possessing a well built manufacturing
and distribution set up on the other side of picture, Pepsi, with two more
year in India, has been able to set an image of winner this giants are ready
to turn every stone of opportunity with a mindset of long tenure this time.
Coca-Cola has been penetrating the market through its wide product
range with a determination to change competition pattern of soft drink in
India. Firstly, they upgraded the whole industry by introducing 300 ml
bottles, which in turn, had given the industry a booming growth of 20 as
compared to earlier 5. They want to develop a coca culture here and are
working on a strategy to offer soft drink in every possible package. In coca-
cola camp, the idea of competition has not come from Pepsi, but from the
other beverages such as tea, coffee, nibu pani, water etc.
Pepsi is quite aggressive in its approach to Indian consumer. They
are desperately working in the strategy to be winner side in the hot cola
war between tow big barons. According to Pepsi philosophy it`s the
madness that encourages executives to thin to conjure up those creative
tactics to knock the fizz out of their competition. Pepsi had pumped a large


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amount on the visibility of its blue-red-and-white logo. They have been
going with aggressive marketing by putting Sachine Tendulkar and now
Shahrukh Khan in their advertisement to endorses their brand, the role
models for its targeted consumer the teenagers. They have increase the fizz
in the market price by introducing the dispensers called fountain Pepsi and
been enjoying a lead over its rival three.
Coca-Cola on the otherhand, has been working on the saying skew`
and stead with race`, side by side retailing to the every move of its
competitor. They have produced the shield of Thums Up with a handsome
market share in India soft drink market. Countering Pepsi; international
commercial that used two chimpanzees to coke a snack at coke, Thums Up
came with the aid line, ~Don`t be Bandar, taste the thunder Also Thums
Up has been positioned now very near to that of young in age of Pepsi and
giving it tuff time.
Everything has been put on fire by these cool merchants. If Coke got
the status of the ~Official drink of Wills World Cup, Pepsi blushed as
~Nothing official about it. As ThumsUp projected as Saare 1ahan Se
Achchha`. Pepsi was passionate enough with Freedom to be`. When
Thums Up came up with Thunder Blast`, the other one offered, Pepsi
Stuff Card`. If red color is meant for Coke, Pepsi has chosen to be Blue. In
this way, Indian consumer is getting more fizz and punch from the two big
brothers and he has to given not about the winner.





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ADVERTISING
Advertising is non-promotion of goods and services, by a sponsor (a
firm or person) who can be identified and who has paid for this
communication. This purpose of advertisement is to sell something a good
service, idea person or place, either now or later this goal, reached by
setting specific objective that can be expressed individual ads. Those are
incorporated into an advertising campaign recall again from the buying
decision process that buyers go through a series of stages from
unawareness to target customers to the next stage in the hierarchy say from
awareness to interest.
Advertisement plays an important role in the success of coca-cola
product since its first newspaper ad. In 1886 that red, coca-cola delicious
~Refreshing Exhilarating Invigorating. Advertisement is a key of
implementing a strategy over one hundred year old to trigger desire as
offer and in as many ways as possible.






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ADVERTISEMENTS TARGETED BY COKE
To target various consumer segment of soft drink different add
featuring cricket star, cine star, pop star have been created.
1.Lisa Ray (famous model) in a very interesting add, which featuring
him bathing with sprite. Having a catching line ~Sprite bujhaye only
pyass baki all bakwaas.
2.AmirKhan & AshwaryaRai (both cine stars), which targeted
younger generation. This add. Contained imagery of rugged and
romantic for 330 ml of coke. Theme ~ Coca-Cola Ho 1ay.
3.Another cola drink from coke i.e. ~Thums Up.
4.Limca leaving its old image of ~Lime-n-Limoni drink is been
shown as in the add. Featuring Shaif Ali Khan. A drink that could
just change the mood at time of disappointment lines. ~Gala Gaya
Sookh Limca Key Liye Ruk.
5.Fanta add. Showing children having lines ~Bold Ho 1ayo.
6.A family giving new look to Maaza ~ Tazza Mango.
7.Diet Coke the exiting add. on the pool with fall swing calling ~Taste
The Power Of One Calorie.
8.AmirKhan in the as on Mini Coke very interesting and Roman tic
add.


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PROMOTION BY THE COMPANY
All advertisement expenditure is incurred by coca-cola India, but
only D.P. Board, wall painting, S.G.A.`s etc. Company spends on it
around 8-9 total sales company invested 305 crore rupees in
advertisement Budget.
Radio.
T.V.
Hoardings.
Road signs.
Sticker.
Neon light.
Banners.
Newspaper.
Magazines.
Exhibition.
Posters.
Sponsoring local events.








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SOME OTHER TECHNIQUES FOR PROMOTION
OF COCA-COLA COMPANY

Coca-Cola and the Olympic Games

The company's international blitz began in 1926 when company
President Robert Woodruff signed Coca-Cola as a sponsor of the 1928
Olympic Summer Games in Amsterdam. The U.S. Olympic Team and
1,000 cases of Coca-Cola arrived at the games by freighter. Since then, the
relationship between the Olympic Games and Coca-Cola has only grown!

Many Coca-Cola divisions around the world sponsor individual
athletes or teams as well.
1928 was also the first year the Olympic flame was lit,
and women were invited to compete.

1952 -- The Summer Games in Helsinki - Coca-Cola
shipped 300,000 cases of bottles and donated it for
sale by the Disabled Ex-servicemen's Association.




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1952 -- The Winter Games in Oslo - The local Coca-
Cola bottler chartered a helicopter for advertising. In
1952 most people had never seen anything like a
hicopter and they were utterly fascinated. At the close
of the games, the helicopter was given to the city to
help direct traffic.
1960 -- The Summer Games in Rome - Italian
bottlers welcomed athletes, officials and spectators to
Rome with a 45 rpm record of "Arrivederci Roma."

1964 -- The Summer Games in Tokyo - This marked
the first year Coca-Cola aided the athletes, spectators
and media with guide maps, sightseeing information
and a phrase book. The idea was so popular, it was
adapted for use in Mexico City, Sapporo (1apan) and
Munich.

1979 -- The Coca-Cola company worked with the
Olympic Committee to create the U.S. Olympic Hall
of fame.




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1988 -- The Winter Games in Calgary - Coca-Cola
orchestrated a world children's chorus. Also, Coca-Cola
opened the venue for what would later be deemed the
games number-one spectator sport -- The Coca-Cola
Official Olympic Pin Trading Center.

1996 -- The Summer Games in Atlanta - The Games'
centennial, as sole sponsor of the Olympic Torch
Relay, Coca-Cola brought the flame to more than 350
cities and towns during the 94-day run.



























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Olympic Commemorative Cans


1928



Amsterdam


1948



London

1964



Tokyo



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1992



Barcelona




1996



Atlanta



2002










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2004






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CHAPTER 5
MARKETING DEPARTMENT
SALES PROMOTION TECHNIQUES
OF COMPANY
CRITERIA FOR PROVIDING FREE
CHILLING EQUIPMENTS
S.G.A PROVIDING COMPANIES
MARKETING DEPARTMENT







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SALES PROMOTION TECHNIQUES OF COMPANY
1. Good Advertising.
2. Effective Incentive Policy.
3. Quality.
4. Wide & Deep Distribution System.
5. Attractive packaging.
6. Allotting SGA`S (Refrigerator, Chest cooler, Table Umbrella, Chairs
etc.) to retailers.
7. Decorating Retailers shop by display board, dealer`s board etc.

CRITERIA FOR PROVIDING FREE CHILLING
EQUIPMENTS
With every 1-2 crates purchased daily or alternatively an
icebox is provided.
For an average consumption of 5-6 crates a visi-cooler of
4crates.
For a purchase of 7-8 crates daily visicooler 7 crates.
If purchase exceeds 8 crates, then 9 crates visicooler or deep
fridger is provided.
With every chilling equipment a steplizer is provided it may be of 1
KV or 5 KV.
S.G.A PROVIDING COMPANIES


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All these industries are enlisted and approved by Coca-Cola.






CHAPTER - 6

OB1ECTIVE OF THE STUDY
R.E.D. CONCEPT
PRE SALE CONCEPT





















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We have built a foundation to ACCELERATE the journey
towards a World Class Selling Organization



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OB1ECTIVES OF RED 2008


Reinforce execution standards
Enhance execution capability
Have a greater impact on business
Increase action orientation




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RED is much more than being the World`s largest Retail track
It involves defining the Picture of Success, Actual Execution, Building
Capability of the frontline, improve associate engagement and a process of
Continuous improvement
We have made only minor changes in SCORING
Increased the weight for AVAILABILITY
RED Parameters 2007
Visi cooler : 35
Availability : 40
Activation : 25
RED Parameters 2008
Visi cooler : 30
Availability : 50
Activation : 20

W Greater focus on availability (10 points more)
W Focus on primary packs across channels
W Drive single RGB per outlet
W MMPO added as the second 1uice after Maaza
W Maaza & MMPO need to go together to prevent
cannibalisation


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W


W Minor changes in points allocation for Cooler parameters
W 10.5 caser added as additional standard in relevant
outlets
W Greater focus on brand order compliance

W Simplified the list of activation elements
W Greater focus on branded menu cards / boards to drive
incidence
W Removed tent cards
W OBM /Drinking shots added as a parameter across
channels
W Points for grocery rack only if it is pure & min 50
charged

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R.E.D CONCEPT
R.E.D is the survey method that company started earlier. For the
survey of R.E.D., Company had hired the person from A.C. NIELSON one
of the best survey company. This survey gets done once in a month. R.E.D
is the set of norms divided into outlet wise.
ABOUT THE R.E.D SURVEY
The survey named as R.E.D. (RIGHT EXECUTION
DAILY).
The survey has been conducted to check the cooler
management, availability of products & activation of
coca-cola in various outlets.
The survey was based on three topics: -
Firstly, I have to check the cooler management i.e. the
cooler that was provided by the company to the
customer, are properly managed/working or not. And
lastly the most important aspect of cooler
management was the brand order.
Secondly, I have to check the availability of the
product i.e. whether the product is available to the
customer or not.
Lastly, I have to check the activation, which is a very
important because activation helps to boost the sales.


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Activation is done through boards i.e. glow sign.
DPS, Flanges and Combo boards. Mostly combo
boards are given to the E&D outlets. And is very
helpful in attracting the customers. Rack with header
is provided to the Grocery outlets, which should be
fully charged.
Right Execution Daily (R.E.D) is the diversification of outlets as
Channel, Class, and Income. Let`s know what are the Channel, Class, and
Income respectively.
CHANNEL

Which type of outlet is this like E&D (Eating & Drinking), GROCERY, or
CONVENIENCE?

GROCERY

Outlet primarily engaged in retailing of food & various household items. It
includes Grocery (Outlets dealing mainly in grains, provisions, spices,
edible oil, vanaspati etc) and General Stores (Outlets selling items of day-
to-day requirements & stocking a varity of branded products)

E&D

There are two types of E&D Outlets

E&D TYPE 1

The outlet does not have place to sit . It includes Bakery, Sweet shops, QSR,
1uice Centers, Soft Drinks Shops etc.


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E&D TYPE 2

The outletr should have a place to sit. It includes Sit down Restaurants,
Bars, Dhabas, Cafes etc.

CONVENIENCE

Includes outlets which are small stores or shopes, generally accessible
locally. These are often located alongside busy roades. It includes Chemists,
STD Booths, Pan Shops etc.




OUTLET VOLUME

Which volume outlet has like BRONZE, SILVER, GOLD, or DIAMOND?


BRONZE

Those outlets, which sells < 200 c/s per year.

SILVER

Those outlets, which sells 200-499 c/s per year.

GOLD


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Those outlets, which sells 500-799 c/s per year.

DIAMOND

Those outlets, which sells 800 & above c/s per year.


INCOME

Whoever costumer comes on shop which income class they belongs like
high Income, medium Income, low Income.























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R.E.D.

(RIGHT EXECUTION DAILY)
OUTLET WISE DISTRIBUTION OF R.E.D


CHANNEL CLASS LOCALITY INCOME GROUP


Convenience Diamond High

Ex -Pan shop, P.C.O etc. >800c/s sale


Grocery Gold Medium

Ex - General store, 500-799c/s sales
Provision store etc.


E&D (Eating and Drinking) Silver Low
Ex - Restaurant, Hotel etc.




PRE-SALE CONCEPT

This is the new concept that had started from the year 2007. In the Pre-Sale
the company takes order one day before and accordingly company delivers
their products for each route.






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CHAPTER - 7
.I.T.
ethodology and details
AIter IT The Road Ahead

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MIT ( MARKET IMPACT TEAM)
KANPUR

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Objectives


Horizontal Expansion (HE)
Chilling Equipment
Place Iceboxes
Identify o/l for OIF
OYA
Achieve GOD
Identify o/l for Cooler up gradation
Identify o/l for Cooler prime position (to do list)



METHODOLOGY AND DETAILS

O Duration of Activity - 4 days ( 15/4 - 18/4)

Identify clusters based on area/zone, opportunity, potential,
competition.
Identify teams-summer trainee, co-ordinate with agency team.
Set deliverables
Launch Trade Scheme

Rs 1540 5 Empties + Ice Box + Activation element (Flange)



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5 MT COSTS 5 ` 140
700

FLAVOUR COST 5` 168
840

ICE BOX 5 MT + FLAVOUR
700 + 840
1540



O Resources Utilized during Activity

Agency Manpower -20
Summer Trainee -12
Vehicles---10
Distributor manpower- cummulative 21


After MIT - The Road Ahead



W Include New outlet in the P1P of MD/Pre-seller/Salesmen.
W Track Billing of Ice Box Outlets
W Follow up on OYA leads
W Complete OIF formalities and Install Visicooler/grouting.





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Chapter- 8

Objectives
Importants of opening new outlet
Identification of potential outlet
Process of open a outlet
Deal with objection and Query
Horizontal expention flowchart

















OB1ECTIVE OF HORIZONTAL EXPANSION



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This project is conducted in diIIerent localities oI Kanpur having Iollowing
objectives in the view:

iving Importance on Opening New Outlets. The beneIit behind the
Opening New Outlets are:

O Provides Incremental Volume & Revenue Ior Business
O Helps Improve Route Productivity
O Improves ProIitability oI companies Distributors
O Reduced Dependence on Large Customers


IMPACT OF NEW OUTLET IN BUSINESS
























Measure 2008 2009
:2-07 of Existing O:tl0ts 10000 10000
Total Vol:20 (in Lac Phy Cas0s) 50 55
VPO in Phy Cas0s 500 550
:2-07 of 0 O:tl0ts 2000
0 O:tl0t VPO 125
nc7020ntal Vol:20 (in Lac Phy
Cas0s)
2.5
G7and Total Vol:20 in Lac
Cas0s)
50 57.5
Measure 2008 2009
:2-07 of Existing O:tl0ts 1000 1000
Total Vol:20 (in Lac Phy Cas0s) 3 3.5
VPO (in Phy Cas0s) 300 350


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Difference between the vertical growth by R.E.D Execution and
Horizontal growth by New Outlet Opening


Learn How to identify a potential New Outlet.

Target for opening a new outlet is as follows
W Open all outlets not selling coca cola product on the
route?

W Target all chemists?

W Target all Street kiosks?




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W Target all Pepsi exclusive outlets?

According to rules Company use a seven point criterion to prioritize
for opening new outlet those are:



1. Outlet already owns electric chilling equipment or Ice Box or is
willing to invest in the same for stocking our products.

2. Outlet is already selling Pepsi products.

3. Outlet is on the main road or has 2 adjacent roads.

4. There are no other outlets selling Soft Drinks within 150 steps in
any direction from that outlet.

5. Outlet is listed as part of the list of non-dealers submitted by
Nielsen.

6. It is an E & D outlet with 5 tables.

7. It is an outlet stocking branded products like, Chips, Bournvita /
Horlicks, chocolates etc
( products in the range of Rs. 20 and above)
The Process to Open an Outlet.
How to Deal with Objections / Query from a New Outlet?



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At the time of dealing with a new outlet dealer there are mainly four types of
queries are come out from them. These queries or doubts which come from
the side of outlet owners are:

4 Having doubt with profitability.

4 Having doubt with coke selling competitor.

4 Having requirement of chilling equipment like cooler, fridger etc.

4 Having doubt with service providing by the company due to stocks.

The above doubts of the outlet owners are satisfied by giving such
explanation:

For profitable:

W Our products have Good Margin
in the range of 7 - 15 , higher
than most of the products you sell.

W Our products are well known and
have a faster rotation which will
result in higher earnings for you.

W We have a wide range of products
to offer which will help you cater
to larger number of customers.

W We ensure business round the


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year by activating your outlet and
product promotions

For competitor:

W Would you not like to make more
Profits?

W Our product is usually purchased
on impulse and can be bought
along with other products you sell.

W There are products sold in nearby
outlet that is available in your
outlet as well. So why not soft
drinks.


For chilling equipment:

W If you need a Cooler, we will
provide it. We would recommend
you to deposit 5 cases of glass to

Maintain our range of products.

W In case you feel there is no space,
let me suggest you how and
where you can place a cooler .



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W We have a range of products that
can be sold warm - so let me
show you some ways for stocking
and selling our products.

For service doubt:

W We have a trained salesman who
services outlets in your area. He
will visit your outlet twice in a week

W Our products have shelf life so we
would take extra care so as not to
supply you more stocks.

W Our superior distribution system
and processes will ensure you
get the required stocks in time






By the above processor the horizontal project done according to the
following action flowchart:

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CHAPTER - 9

RESEARCH METHODOLOG
DATA ANALYSIS












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RESEARCH METHODOLOGY

This research involved a study, which was descriptive as well as explorative
in nature it basically aims at gathering data about how the coca-cola
scheme playing in the mind of shopkeepers & consumer.


METHODS OF DATA COLLECTION


THERE ARE TWO TYPES OF DATA

1. Primary data
2. Secondary data


1. Primary data collection: Primary data can be collected by three
methods.


a) Observation
b) Experiment
c) Surveys


But here, only surveys method of data collection is preferred which is very
suitable to reach the researcher motto.




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A. Research instrument: Printed Questionnaire was
used as the research instrument to collect the
required information.
B. Area of surveys: The survey was conducted in
different location of Kanpur city.

Sampling plan: sampling plan consists of


I. Sampling unit: The retailer of Grocery shop, general
store, betel shop, and medicine store was selected from
different places of Kanpur.

II. Sampling size: 150 Outlets.

III. Sampling procedure: Simple random sampling
procedure was followed

IV. Sampling method: Data were collected by retailer
survey. The retailers are directly contacted and
interviewed at their retail counter.

2) Secondary data collection: As secondary data were not
available with shopkeepers as well as stockiest, so these were
collected from company records.




ANALYSIS OF DATA


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DATA ARE COLLECTED FROM DIFFERENT LOCATION OF KANPUR LIKE:
1. CHAVALA MARKET
2. GOVIND NAGAR
3. C.T.I CAURAHA
4. NAUBASTA
5. KIDWAI NAGAR
6. BARRA
7. RATAN LAAL NAGAR
8. KAKADEV
9. RAWATPUR
10. GU1ANI



SURVEY ANALYSIS


THE SURVEY WAS CONDUCTED IN DIFFERENT LOCATION
OF KANPUR.A TOTAL SURVEY OF 150 OUTLETS WAS
CONDUCTED.








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OBSERVATION


1. I visited about 150 outlets out of which 20 gold, 40 considered
diamond & 40 considered silver outlets.

2. Out of 150 shops covered in different areas, I focused on covering
different shops according to location, so that I can know where coca-cola
products have the best penetration. Among the shop covered, 17 were on
the chauraha, 35 were on the main road, 28 in the market and 20
were near a residential area.

3. I assigned the various shops covered into different categories. The
various categories covered were Grocery, Confectionary, Bakery, 1uice
Shops, Ice Cream parlors, Restaurant, Food 1oint, P.C.O, Dairy, and Pan
Shops.













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CHAPTER - 10

SWOT ANALYSIS











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SWOT ANALYSIS

STRENGTHS
1. Improved quality control.
2. Latest technology.
3. Heavy investment in both infrastructure and sales promotion
campaigns.
4. Modified and attractive packaging.
5. Strong advertising network.
WEAKNESS
1. Gaps in distribution system during peak season
2. Same old distributers , co loosing grip from many such mkts.
3. Fear of retrenchment among the workers.
4. Customer satisfaction level goes down during peak season.

OPPORTUNITIES
1. Highly potential and huge market.
2. Highly potential untapped rural market.
3. Distribution gaps and can be rectified by appointing new dist and
more effective coverage of outlets.




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THREATS
1. Stiff competition.
2. Illegal distribution done by some unauthorized fat dealers.
4. Changing of consumer preference.

















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CHAPTER - 11

CONCLUSION
FINDINGS
SUGGESTION
















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CONCLUSION


EVERY THIN IN THIS WORLD IS ADE TO UTILIZE PROPERLY BUT IT SHOULD
BE REACH AT THE PROPER PERSON OR TO THE PROPER UTILIZED AREAS.
OTHERWISE THE VALUE ADDED TO THOSE THINS BECAE IN VEIN.

AS THERE IS A PROVERB THAT,

"FAR FROM EYE, FAR FROM HEAR1"

THUS MARKETING ROLE PLAYS A VERY IMPORTANT ROLE
IN ACHIEVING THE OB1ECTIVES OF A COMPANY. UNDOUBTLY,
VALUE UTILITY IS CREATED BY THE MANUFACTURE OF
PRODUCT OR SERVICE BUT TIME AND PLACE UTILITIES ARE
CREATED BY MARKETING ROLE. ACCORDING TO DRUCKER,
~BOTH THE MARKET AND THE DISTRIBUTION CHANNELS ARE
OFTEN MORE CRUCIAL THAN THE PRODUCT. THEY ARE
PRIMARY: THE PRODUCT IS SECONDRY. IN AN ECONOMY LIKE
THAT OF INDIA, WHERE MARGINAL SHORTAGES CAN LEAD TO
DISPROPORTATION DISTORTION IN PRICES, A DEPENDABLE
AND EFFICIENT DISTRIBUTION SYSTEM IS VERY MUCH
ESSENTIAL. THE DISTRIBUTION SYSTEM CREATES A VALUE
ADDED TO ALL MOST ALL PRODUCTS.

ALL FROM THE ABOVE STUDY NOT WITHSTANDING ITS
RESTRUCTING EFFORTS PEPSI IS STILL FAR AWAY WITH ITS
GREAT COMPETITOR LIKE COKE.





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FINDINGS

THE MOST POPULAR BRAND IN THE MARKET IS THUMS UP.
COCA-COLA IS MARKET LEADER AND PEPSI IS THE
MARKET CHALLENGER IN THE WHOLE MARKET WHERE I
HAVE SURVEYED.
FROM THE COCA-COLA PRODUCTS THUMS UP AND THE
PEPSI PRODUCTS DEW IS THE HIGHEST SELLING IN THE
MARKET.
COCA-COLA IS THE MARKET LEADER IN OVERALL
MARKET.
IN SOME AREAS LIKE NAVEEN MARKET THE SUPPLY OF
PEPSI IS BETTER THAN COCA-COLA.
IN MINERAL WATER CATEGORY AQUAFINA HAS MORE
MKT SHARE THAN KINLEY.
I HAVE FOUND THAT A RETAILER GIVES MORE PREFENCE
TO THE COCA-COLA PRODUCTS LIKE THUMS-UP, MAZAA,
SPRITE, AND FANTA.
IF WE TALK ABOUT MKT SCHEMES PEPSI IS MORE
AGGRESSIVE THAN COKE.




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91

SALES GRAPH HAVE GONE UP IN THE OUTLETS WHERE
THE CO HAS INSTALLESD COOLERS OUTSIDE THE
OUTLET.
THE COS NEW CONCEPT OF PRESELL IS DOING GOOD AS
THE RETAILERS NOW GETS WHAT HE WANTS.
ACCORDING TO A SURVEY 80 OF RETAILERS SOUNDED
POSITIVE FOR PRESELL WHILE BALANCE 20 DID NOT.
THE NEW PRODUCT MINUTE MAID DID HAD MARKET
ACCEPTANCE THOUGH IT WAS PLACED WELL.
THE COMPANY INTRODUCED 1.25 LTR PACK FOR SMALL
OCASSIONS.
AT TIMES RETAILERS COMPLAINS THAT THEY DO NOT
GET THE COMPANY`S ACTUAL SCHEME.
THE RESPONSE TIME FROM THE CO DURING PEAK SEASON
IS FAIRLY HIGH COMPARED TO OFF SEASON IN CASE OF
RETAILERS.
DISTRIBUTORS HAVE NOT MAINTAINED PROPER STOCK
SO THAT RETAILERS DO NOT GET ALL THE PRODUCTS BY
WHICH SALE, DISCOUNTING & TRADE SCHEMES ARE
EFFECTED.




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92
RETAILERS NEED MORE SUPPORT FROM THE CO IN OFF
SEASON THAN PEAK SEASON.


















































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SUGGESTION


DISTRIBUTION SYSTEM SHOULD IMPROVE IN THE AREAS
LIKE NAVEEN MARKET AND GWALTOLI.
THE CO SHOULD MORE EFFECTIVELY HANDLE VISI
COOLER COMPLAINTS.
COMPANY SHOULD ENSURE , THE SCHEMES REACH THE
RETAILERS.
COOLER PURITY SHOULD BE TREATED AS A PRIORITY.
OVERALL SERVICES SHOULD BE IMPROVED FOR GETTING
MORE SALE AND TO BE THE MARKET LEADER.
THE SALES EXECUTIVE SHOULD MAKE ONLY THE
COMMITMENTS WHICH HE CAN KEEP OR FULFILL SO
THAT THE MKT IS NOT DISTURBED.
SIGNAGES SHOULD BE PUT ON MORE PROMINENT
LOCATIONS.
FLORESCENT BOARD DISPLAYING LOCATION AND THEIR
DISTANCES ON ROAD SHOULD BE USED HAVING COCA-
COLA BRANDING.





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CHAPTER 12




QUESTIONAIRE
DECELARATION
REFRENCES



















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QUESTIONNAIRE


Q1 - Which brand of Cola Sparkling Drink (CSD) is preferred by
customers, the most?

a. Coke b. Thums Up c. Sprite d. Limca
e. Fanta f. Maaza g. Any other


Q2 - Which is the most selling pack/SKU and why?

a. 200 ml. b. 300ml. c. 600ml. d. 350ml.
e. Any other

Q3 - What are the peak selling hours of this outlet?

a. 10 am - 12am b. 4pm - 6pm
c. 6 pm - 9 pm d. Any othere

Q4 - What is the maximum foot fall time of an outlet?

a. 10 am - 12am b. 4 pm - 6 pm
c. 6 pm - 9 pm d. Any other

Q5 - Do consumer prefer combos ( what percentage) ?

a. Yes ( ) b. No ( )

Q6 - How many combos are present at this outlet?

a. Three b. Five c. Seven d. Mor than seven
e. None

Q7 - Rate following services ( on a scale of 1 - 5, 1 being highest & 5 being
lowest)?

a. On time delivery
b. Volume linked Marketing Support
c. Range Availability
d. Problem Resolution
e. Consumer Promotions





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96
Q8- Rate our services in comparison to other vendors on following
parameteras :

a. On time delivery
b. Marketing support
c. Range availability
d. Problem resolution
e. Consumer Promotions

Q9 - Are three any non - KO products available at an outlet? If yes, please
mention?



Q10 - Any improvement, you want in our services?



Q11 - Which age group is associated with brands?

a. 6 to 15 yrs. ( )
b. 16 to 25 yrs. ( )
c. 26 to 40 yrs. ( )
d. 4-0 to above ( )


Q12 - What do you think about our new range?

a. MMPO
b. Fanta Apple

Q13 - Which type of promo`s do you want to run?














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REFRENCES

INTERNET:

www.cokeiindia.com
www.coca-colaindia.com
www.oligopolywatch.com
www.superbrand.com


MATERIAL USE:

PRESENTOR.
E.D.S (EVERY DEALER SURVEY) DETAIL.
QUESTIONAIRE.

TEXT BOOK:

MARKETING MANAGEMENT: -
1.KOTLER AND KOTLER.
2.RAMASWAMI.