Under The Guidance Of: Submitted By:

PROF. Sandhya Harakawat Sachin Mishra (49)

SKPIMCS

S.K.Patel Institute of Management and Computer Studies, Gandhinagar

• The Company’s headquartered in Atlanta, Georgia in United States which is the
country of origin of the company. 
• Coca Cola was invented by Doctor John Pemberton a pharmacist from Atlanta
Georgia in May of 1886.
• The soft drink was first sold to the public at soda fountain in Jacob’s Pharmacy in
Atlanta on May 8, 1986.
• It was established by Asa Candler in 1892.
• In 1987, Ash Candler brought the formula of Coca-Cola from inventor John
Pemberton for $2300.
• In 1890’s Coca-Cola was one of America’s most popular fountain drink.
• Muhtar Kent who was born in 1952 in New York, United States, is currently the
Chairman and Chief Executive Officer (CEO) of The Coca-Cola Company
• The Company establishes its firm in the worldwide areas and currently sells its
products to over 200 countries.
• It came in India in 1977 and re-entered the Indian market on 26 th October 1993.
• It has 25,000 direct and 1,50,000 indirect employees in India.
• It has 57 bottling plants in India.
• Major products of Coca-cola is Coke, Thums-up, Maaza, Fanta, Sprite, Limca etc.
• The Mission of the Coca-Cola Company is to increase shareowner value
over time. The Company over accomplished the by working with its
business partners to deliver satisfaction and value to customers an
consumers through a worldwide system of superior brands and services,
thus increasing brand equity on a global basis.

• To achieve sustainable growth, we have established a vision with clear

goals.
• Profit: Maximizing return to share owns while being mindful of our overall
responsibilities.
• People: Being a great place to work where people are inspired to be the
best they can be
• Portfolio: Being to the world a portfolio of beverage brands that
anticipate and satisfy people’s desires and needs.
• Partners: Nurturing a winning network of partners and building mutual
loyalty.
• Planet: Being a responsible global citizen that makes a difference.
2.1 Research Objective:
Primary objective
• To make New Customer (retailer) for Coca Cola Company.
 
Secondary objective
• To know the retailers perception towards Coca Cola.
• To study the distribution system of Coca cola.
• To know the merchandising at Coca Cola.
• To try to solve the problem of retailer by knowing their problems..
• To understand the RED strategy.
• To understand the manufacturing process of coca cola.

2.2 Scope of the study

• This report is limited to survey area in Ahmadabad-Aadalaj, New
C.G.Road, Motera, I.O.C Road, Chandkheda, D.Cabin and Jantanagar.
2.3 Research plan:
Type of Research: Descriptive
Data collection:
• Primary data collected: Personal interview, Questionnaires
• Secondary data collected:Company’s website, Company’s magazine, Internet
Research instruments: Personal Interview, Observation, Survey

2.4 Sample design:

• Sample size: 345
• Sampling type: Convenient
• Sampling tool for collecting information: Personal Interview, Observation

2.5 Data Analysis

• Tools: SWOT Analysis, Porter’s five force model.

2.6 Limitations
• Surveying requires special skills, sending the questionnaire at dealership may bias
the respondent.
• Non-cooperative approach and rude behavior of some of the respondents.
• This report is purely limited to retailer’s perspective.
1)Rivalry Condition:
Two main players
• Coca cola
• Pepsi
Duopoly competition
• The whole spectrum of market is divided only on two parts. One is in the hand of PepsiCo and
second is in the hand of Coke.

2)Substitute Product:
• There are many more products available in the market which can easily substitute Coke and its
wide range of product. The first is fountain soda
• Other are: Tea, Juice, Sport Drinks, Milk, cold Coffee etc.
 
3)Threats of new Entrants:
• Threats of new entrance is low but then also there is some chance s like R.C COLA has affected
some of the market of Coke and Pepsi.

4)Power of Suppliers:
Bargaining power of suppliers is low. There are main two inputs used.
• Sugar: Readily available in the open market
• Packaging: A lot of major supplier
5)Power of Buyers:
• Bargaining power of buyers is high for fountain market and mass merchandisers.
They will have strong negotiation power for bulk merchandising. The franchise
holder may have legs on the head of company because of less profitability.
Bargaining power is very low in vending machine because they have already a high
profit margin.

Strength Weakness
1) World’s Leading brands. 1) Distribution Network
2) Strong product line 2) pricing Strategy
3) Advertising

Opportunities Threats
1) Large Market. 1) Competitors
2) Launch of other/ new brands. 2) Govt. Policies
• Route visit with salesman to see the areas.
• Collection of data at Adalaj, New C.G.Road, Motera, I.O.C Road,
Chandkheda, Jantanagar, D.Cabin for segregation of outlets.
• Making New Customer(Retailers) for the company. Main focused area
were Motera, New C.G. Road, I.O.C Road and Chandkheda.
• Collection of data regarding discount offered by Pepsi mainly at Motera,
New C.G. Road and Adalaj.
• Retail Market survey of coke and Pepsi Outlets to check the satisfaction
label of coke outlets from services provided by company. And to find the
problem of Pepsi outlets from Coca-Cola.
• Performed MIT(Most Important Task) at Motera and I.O.C Road. Basically
the work is to find out the problem and solve them instantly and make
New Customer(retailer).
• Promotion activity for Sprite Gally Cricket at motera, New C.G. Road and
Adalaj.
• Done Promotional activities at Motera.
• Try to solve the problem of retailers with the help of Sales Executive and
Market Developer.
 Interpretation
• As per above chart we can see that 52% Outlets are selling only Coke. And 14% outlets are selling
both Coke and Pepsi that’s means 66% of outlets are dealing with Coke whereas only 32% of
outlets are selling exclusive. In Total 46% of outlet are dealing with Pepsi. That’s means Coke has
good market share at adalaj.
 
After having a healthy discussion with retailers of Adalaj it has been conclude that:
• There is need to provide products on time.
• If we can offer good discount some more outlets can shift to Coca-Cola.
• As there is some outlets who deals with Pepsi just due to discount offered by them.
 Interpretation
• As per above chart we can see that 44% Outlets are selling only Coke, whereas only
7% outlet are dealing with Pepsi. There is huge scope in D.Cabin as 47% of outlet in
not dealing with any kind of soft drinks.

After having a healthy discussion with retailers of D.Cabin it has been conclude that:
• There is need to concentrate on D.Cabin.
• Retailers are interested in keeping Coke but due to the bad irregular service there
were some outlets that stop selling Coke’s product.
• By providing regular service there is scope to increase sale and no. of Coke’s outlet.
 Interpretation
• As per above chart we can see that 47% Outlets are selling only Coke, whereas only
5% outlet are dealing with Pepsi. There is huge scope in Jantanagar as 45% of outlet
in not dealing with any kind of soft drinks.

After having a healthy discussion with retailers of Jantanagar it has been conclude that:
• Need to focus on Jantanagar.
• Retailers are interested in keeping Coke but due to the bad irregular service there
were some outlets that stop selling Coke’s product.
• By providing regular service there is scope to increase sale and no. of Coke’s outlet.
• If we can offer good discount some more outlets will start to coca cola.
 Interpretation
• As per above chart we can see that 32% Outlets are
selling only Coke. And 18% outlets are selling both Coke
and Pepsi that’s means 50% of outlets are dealing with
Coke whereas 36% of outlets are selling exclusive Pepsi
and in total 54% of outlet are dealing with Pepsi. That’s
means Pepsi has more command at New C.G.Road.
After having a healthy discussion with retailers and observe
the market of New C.G. Road it has been conclude
that:
• There is huge scope for Coke as the demand is very high
of soft drink at New. C.G.Road
• Some retailers are not happy with the service and the
discount offered by Coca-Cola.
• By providing regular service there is scope to increase
sale and no. of Coke’s outlet.
Interpretation
• After working around 10 days at New C.G. Road I tried
to convert the outlets of Pepsi into Coke and also
targeted those outlet which does not dealing with any
type of soft drinks and have potential to sell the Coke.
So, from the above graph we can see that there is 50%
of outlets are now dealing with Coke. Earlier it was only
32%. 20% of outlets are dealing with Coke and Pepsi
that’s means in total 70% of market is covered by Coca-
Cola.
These are the following steps has taken to convert the
outlets:
• Tried my best to solve the problem of retailers with help
of Sales Executive and Market Developer.
• Company has improved the service.
• Company came up with different types of schemes to
improve the sale and cover the market of New C.G.
Road.
 Interpretation
• As per above chart we can see that only 15%
Outlets are selling only Coke. And 22% outlets are
selling both Coke and Pepsi that’s means only 37%
of outlets are dealing with Coke whereas 38% of
outlets are selling exclusive Pepsi and in total 60%
of outlet are dealing with Pepsi. So basically
Motera is dominated by Pepsi.
After having a healthy discussion with retailers and
observe the market of Motera it has been
conclude that:
• The Service is very bad. People are interested in
keeping Coke but not getting product regularly
that’s why they stop dealing with Coke.
• Most of the outlets have Pepsi but it can get
converted into Coke.
• There is huge scope for Coke as the demand is very
high of soft drink at Motera
Interpretation
• After working around 25 days at Motera I tried to
convert the outlets of Pepsi into Coke and also targeted
those outlet which does not dealing with any type of
soft drinks and have potential to sell the Coke.
• So, from the above graph we can see that there is 40%
of outlets are now dealing with Coke, earlier it was only
15%. 27% of outlets are dealing with Coke and Pepsi
that’s means in total 67% of market has covered by
Coca-Cola.
These are the following steps has taken to convert the
outlets:
• MIT(Most Important Task) of 3 days has done at
motera with Sapan Patnaik G .S.M of Coca-Cola and
Lavanya Hatwaine A.S.M .
• Tried my best to solve the problem of retailers with
help of Sales Executive and Market Developer.
• Company has improved the service.
• Company came up with different types of schemes to
improve the sale and cover the market of Motera.
 Interpretation
• As per above chart we can see that only 11% Outlets
are selling only Coke, whereas there is no shared
outlet. 59% of outlets are selling exclusive Pepsi .So
basically I.O.C Road and Chandkheda is dominated by
Pepsi.
 
After having a healthy discussion with retailers and
observe the market of New C.G. Road it has been
conclude that:
• Retailers had problem with Distributor.
• Most of the outlets have Pepsi but it can get
converted into Coke.
• There is huge scope for Coke as the demand is very
high of soft drink at I.O.C Road and Chandkheda
Interpretation
• After working around 10 days at I.O.C Road and Chandkheda I
tried to convert the outlets of Pepsi into Coke and also targeted
those outlet which does not dealing with any type of soft drinks
and have potential to sell the Coke.
So, from the above graph we can see that there is 52% of
outlets are now dealing with Coke, earlier it was only 11%. 15%
of outlets are dealing with Coke and Pepsi that’s means in total
67% of market has covered by Coca-Cola.
These are the following steps has taken to convert the outlets:
• MIT(Most Important Task) has done at I.O.C Road with Lavanya
Hatwaine A.S.M and Wasim Sayiad Sales Executive .
• Tried my best to solve the problem of retailers with help of
Sales Executive and Market Developer.
• Company has improved the service.
• Company came up with different types of schemes to improve
the sale and cover the market of I.O.C Road and Chandkheda.
 This survey has conducted to understand the satisfaction level of Retailers from
Coca- Cola in regards to:

1) Service 3) Discount Problem

2) SGA (Cooler) Problem 4) Credit Problem

• Interpretation • Interpretation
As per the above chart we can see that • As per the above chart we can see that
there are15% of existing customer of there are 9% of existing customer of
Coca-Cola is having problem of service Coca-Cola is having cooler problem.
Interpretation
As per the above chart we can see that
there are 11% of existing customer of Coca-
Cola is having problem in discount. That
means they want more discount.
Interpretation
As per the above chart we can see that
there are3% of existing customer of Coca-
Cola is having Credit Problem. It means
they want product on credit.

• Conclusion:
• From the above chart we can see that the main problem is Service and discount
provided by the Coke. It has also seen that 9% of retailers is not happy with the
cooler.
• Coke is needed to provide good service and more discounts to the retailers.
Otherwise there is chance that they will shift to Pepsi.
• They need to provide regular service of SGA (cooler).
This survey has conducted to understand Problem of Pepsi retailers with Coca-
Cola. So with the help of this survey they can understand the problem and try to
solve them. And also to convert them from Pepsi to Coca-Cola. For that they have
used certain tools:
1) Service Problem
2) Discount Problem 3) Past Conflict
4) Credit Problem

Interpretation
As per the above chart we can see that there
are 36% of Pepsi Outlets having a problem
with service of Coca-Cola and that’s why
they are with Pepsi.
Interpretation
As per the above chart we can see that there
are 14% of Pepsi Outlets having a problem of
discount with Coca-Cola and that’s why they
are with Pepsi.
 • Interpretation
Interpretation • As per the above chart we can see that
As per the above chart we can see that there are 1% of Pepsi Outlets having
there are 4% of Pepsi Outlets having past credit problem with Coca-Cola and
conflict with Coca-Cola’s distributor and that’s why they are with Pepsi.
that’s why they are with Pepsi.
• Conclusion:
• From the above chart we can see that the main problem is Service and
discount provided by the Coke. It has also seen that credit is not a
problem.
• If Coke with provide good service and come up with some good scheme
then they can easily convert some outlet from Pepsi to Coke.
 When company opens a new counter of Coca-Cola whether converted from Pepsi to Coke or to
those outlets which are not selling any type of soft drinks or we convinced them to sell Coke is
become N.C for company.
We had made 60 N.C in which 25 at Motera, 17 at I.O.C Road, 4 at Chandkheda, 10 at New
C.G.Road, 2 at Jantanagar and 2 at D. Cabin.

• Collected the data regarding discount provide by Pepsi to their outlets at

Motera, New C.G. Road and Adalaj .

• Distribution of banner of gully cricket at Motera, New C.G Road and Adalaj.
• Distribution of hoarding at Motera
 
• Demands of Coca- Cola products are very high.
• Coca-Cola is market leader.
• Distributor is not concentration much on small outlets. They are
just concentrating on sales not market share.
• Services in these area are very bad mainly at Motera.
• Schemes are not reaching to the retailers.
• Schemes of Pepsi are more than Coke.
• Around 10% of outlets are having cooler problem.
• Credit facilities are not available by Distributor.
• Company should provide Racks and other material of
advertisement to retailers.
• Company should insure that distributor in not doing any kind of discrimination between small
outlet and big outlets. And providing product on time as per the requirement of the outlet. For that
they can conduct the monthly survey to the small outlets.
• Company should ensure that retailers are getting regular service. For that any senior person can
make a surprise visit at distributor points and outlets.
• Company should increase the profit margin of retailer, which help them to increase sale and get
the competitive advantages.
• Company should provide more and regular schemes to retailer. And they also need to ensure that
it reaches to the retailer. For that they can conduct the survey on monthly basis, which also help
them in maintaining good relation with retailers.
• Company should more effectively handle the cooler complaints. To solve this problem they can
appoint 1 engineer for each area.
• Company should provide the one week credit facilities to that retailer who is asking for credit.
Credit facilities in not asked by every outlet. As per my survey there is not more than 10% of
retailers are asking for credit. For that company need to talk to the Distributor and come up with
some solution. Because those 10% outlets can make a great change in company’s sales.
• Company should provide Racks and other material of advertisement to retailers. For that they can
ask the M.D (Market Developer) to make a data of outlets that don’t have any kind of advertising
materials. And provide them the same, which is also Help Company to increase sale.
• Overall service should be improved for getting more sales and to be the market leader. For that
they can do a survey on monthly basis.
• It helps me to increase my confidence level.
• This helps me to increase my convincing power.
• I had also learned how to build and maintain relationship.
• I had also learned that how to handle the customer at different
situation.
• Websites:
• www.scribd.com
• http://www.Coca-Colaindia.com/products/product_list_desc.html
• http://en.wikipedia.org/wiki/Coca-Cola
• http://www.Coca-Colaindia.com/ourcompany/missionvalues.html
• http://www.Coca-Cola.co.uk/brands