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Gorayafinalproject Document Transcript

  • 1. 1
  • 2. INTRODUCTION As millions of rural Indians reach for a cold soft drink in the hottest summer in years,Coca-Cola India seems to have discovered the consumers who could rescue its dismal salesrecord. Coca-Cola India totally misjudged rural India, home to two-thirds of the country 1billion population when it re-entered the country a decade ago. Yet as the country side emerges as the fastest-growing source of demand forconsumer products, the local arm of the US soft drinks giant seems to have learnt its lesson."We were just not addressing the masses, that were the problem," says Mr. Sanjeev Gupta, Coca-Colas operations chief. The companys new strategy of smaller bottles, price cuts and advertising that straddlescities and villages pushed turnover last year up by a quarter to nearly Rs.5000 crore. AndThumbs Up, a local brand that Coca-Cola bought and then ran down, is also recoveringspectacularly. The success of Thumbs Up, whose market share is now roughly equal to thatof marker leader Pepsi at 23 percent, is an embarrassment for Coca-Cola, which is in thirdplace with 16.5 percent (from 12 percent three years ago) in Indias Rs.8000 crore soft drinksmarket. Coca-Cola returned to India after being kicked out by the government in the mid-1970s. It paid a high price for the then Market leader, Thumbs Up, and tried to kill it off inthe mistaken belief that this would pave the way for Coca-Colas rise. Extravagance,unoptimistic and naive reading of the market and mismanagement of its new bottling assetsled Coca-Cola to write down Rs.2000 crore of its Indian assets in 2000. The greatestindignity is that India is one of the few markets where Pepsi has outsmarted Coca-Cola."Coca-Cola came in blazing but mishandled itself and Thumbs Up. That makes its recoveryall the more remarkable." says Mr. C Srinivasan, chairman of business consultant ATKearney India. Coca-Colas Indian management, now stable after recent flurry of departures,Persuaded the US parent to persist with India, and won $100 m to fix problems such as poordistribution. Its Atlanta headquarters was won over because of Indias potential. Indias percapita consumption of carbonated drinks is less than half the level in Pakistan and about 8 2
  • 3. percent of Chinas. Mr. Gupta argued that closing the gap would only come by chasing therural consumer. "We had to address the 75 percent (that lives in rural areas) and not just the 25 percent(in cities) and that meant using small-pack innovations," says Mr. Gupta. "The only consumergoods companies that make it in India are those that sell micro-sized products at low prices." Coca-Colas 200 ml bottle (down from 300 ml) sells for Rs.7, half the price of aconventional sized bottle. To achieve a return on this "low margin, high volume" strategy,Coca-Cola had to shrink its ballooning costs, while raising output in a market growing at just8-9 percent per year. Coca-Cola added 30 assembly lines, including five plants; cut costlystaff; revamped transport; shrunk Bottles and made them lighter and packed in smaller cratesto increase a trucks carrying capacity; added distributors and expanded the number of outletsin towns and villages by a fifth to about 1 m. Coca-Colas aim was to "lock in" retailers invillages of at least 1,000 people connected to usable roads. One method was to help thosewith no savings or access to formal credit to buy their costliest asset: a fridge. The companynegotiated big discounts from fridge producers, placing an order equivalent to two monthsoutput of the domestic fridge industry. Discounts were passed on to the retailers, cutting theaverage purchase price by Rs.3, 000 more than three months wages in a village. Finally, Coca-Cola dumped a global advertising campaign that was irrelevant to theIndian market and adopted one featuring Bollywood stars. "The campaign is finally speakingto the right market." says marketing consultant Mr. Jagdeep Kapoor. The adverts also loudlyproclaimed the Rs.5 price benchmark, meaning retailers could not overcharge. 3
  • 4. OBJECTIVES OF THE STUDY Aims and objectives set forth to conduct this surrey, which help to evaluate thefindings of the survey, are following:- To find out popular cold drinks amongst Coca Cola or Pepsi in Agra. To find out the performance of Coca Cola and Pepsi. To find out the satisfaction level of the consumers To find out the factor the consumer consider while purchasing Cold Drinks To analysis all those factor who differentiate the quality of Product. 4
  • 5. SCOPE OF STUDY1. Understanding the nature and scope of the existing environment.2. Study the existing system of the various companies.3. To collect the information from various websites and self constructed questionnaire.4. Meeting with different customers of different places to incorporate their views.5. Obtaining the opinion and suggestions of customers at different levels of the society.6. Prepare questionnaire on the basis of above information.7. Gather information from different source like books Internet magazines etc.8. On the basis of the answers from the customers and the information gathered from other sources prepare the report, mentioning the necessary changes require in the existing environment. 5
  • 6. LIMITATIONS1. The area of study is limited to the merchandising and route productivity aspects of the system, while the marketing has other crucial areas too which were left uncharted.2. The study is limited to eastern region of coca cola which is a multinational company, so the area plays as a constraint in the study.3. The time period allotted for the study was only of two months, which may provide a deceptive picture in comparison of the study based on long run.4. The study was based on both primary and secondary data but the relevance of the secondary data may not be justified.5. The success of any survey depends upon the quality and integrity of the surveyor who collects the basic data by expressing the subject under the study and on the respondents who provides the data required by filling up the questionnaire .The accuracy of the data collected solely depends upon the cooperation and truthfulness of the person who is being interviewed. 6
  • 7. RESEARCH METHODOLGYRESEARCH METHODOLOGY:Research is a diligent and systematic inquiry or investigation into a subject in order todiscover or revise facts, theories, applications, etc. methodology is the system of methodsfollowed by particular discipline. Thus, research methodology is the way how we conduct ourresearch.RESEARCH DESIGN “The research design is the conceptual structure with in which research is conductedit consist the blue print of the collection measurement and analysis of data.” In that project the research design was adopted for the “Descriptive research study”the exploratory research studies are also termed as formulate research studies. The mainpurpose of such studies is that of formulating a problem for more precise investigation or ofdeveloping the working hypothesis from an operational point of view.DATA COLLECTION TYPES OF DATA In the survey two types of data are collected: 1. Primary data: These data‟s are those which are collected for the first time and therefore original in nature. 2. Secondary data: Data, which have already been collected by someone else and hence passed through the statistical process. 7
  • 8. DATA SOURCE PRIMARY DATA COLLECTION For the collection of the primary data following methods were used: 1. Interview method: Personal interviews of the customers are taken at different levels to get their opinions and suggestions. And the interview was structured in nature. 2. Questionnaire method: Structured questionnaire on the basis of information collected from different sources. The questionnaire contains both open and ended questions. SECONDARY DATA COLLECTIONSecondary data were collected from the following sources: a. Books related to topic b. Organization documents c. Magazines d. WebsitesDATA APPROACHES Stratified Random Probability Sample Selection Method Research Instrument Questionnaire Focus Group Observation Direct MethodMECHANICAL INSTRUMENT: Telephonic Method 8
  • 9. POPULATION: Sampling Unit: Customer Preference towards Cosmetics Sample size : Approximate 100 Sample Selection Procedure : Probability Contact Method Direct method TelephoneSTATISTICAL TOOLS USEDStatistical tools used in the project study are: GraphOperational Setup- The success of any survey is depends upon resources, quality and timing and integrityof the surveyor who compiles the primary data. So it is a very important task is to manage allthe available resources which make impact on the quality of survey.Approach- The approach behind a surveyor the project varies with the purpose of the survey.Under this report, "quantitative" approach is used which is concerned with the objectiveassessment of the availability and display that is clearly visible and can be easily quantified.No subjective assessment is involved in this report.Area of survey- For performing any survey a sample is selected from the population. All theconsumers are chosen from different location of Moradabad City.Planning- For a successful compilation and best result within a limited time the planning wasmust. In this way the first step was to design an appropriate data form we can say 9
  • 10. it questionnaire that covers all the mandatory areas of information that is to be analyzed. Thedata from which I was used to collect data was designed by my immediate supervisor.Schedule- To achieve the desired goal it was necessary to make schedule of tasks which werehanded over to us. So keeping in view the original objective, the content of the schedule wasprepared. Then I and my group members collected data from the desired field. Since the dataform distribution and collection was an official work so it was a time taking process. In themeantime it was our work to keep in touch with our fields.Sampling Design- Design is the plan, structure & strategy of investigation conceived so as to attainanswer to questions to survey and to control the variances. According to this projects /surveys purpose the analytical, interpretive/objective design was chosen.Data Collection Method- The two sources for data collection are documentary or secondary and field orprimary is used. Because I have to collect the information, which is fickle in nature, theavailability and display of the product changes even each and every day, thereforequestionnaire is selected as the survey instrument. The forms used for the survey were close-ended questionnaire consisting of various items. I have covered Agra city & surveyed & collected relevant data in different areas itwas great to visit company like "Coca-Cola", season like "summer" and product like "ColdDrink", combining all the factors together make the sample design for the project veryimportant for the real extract from the market. According to my judgment and to cover all themajor areas the sample was selected. The sample size was 100 consumers.Statistical Tools- Representation of statistical data by diagram, graphs, charts or pictures is moreeffective than tabular representation being easily intelligible to a layman, indeed diagrams ismost essential whenever it is required to convey any statistical information to the generalpublic. 10
  • 11. The more important types of diagram which are use in statistical work are:-1. Bar Diagram- Mode of diagrammatic representation of data is the bar diagram. In this method bar ofequal width are taken for the different items of the series. The length of the bar representsvalue of the variables concerned.2. Pie Chart- It is a circle whose area is divided proportionately among the different components bystraight lines drawn from the center to the circumference of the circle. When statistical dataare given for a number of categories and we are interested in the comparison of variouscategories or between a part of the whole, such a diagram is very helpful in effectivelydisplaying the data. 11
  • 12. 12
  • 13. CONCEPTUAL FRAMEWORK MARKETING MIX STRATEGY: Marketing mix of any organization consists of 4 Ps i.e. product, price, place andpromotion having its own significance, which varies from one organization to the other. InCoca-Cola the information about all the 4 Ps that can be available to me is given here:PRODUCT:- Product mix of Coca-Cola consists of the various brand packs and flavors given in thetable. Product strategy of the Coca-Cola is to promote all the brands available in all thebrands packs and to introduce the product in new flavors and. even new product. Regardingthis Kinley soda is introduced. Fanta in green apple flavor is also introduced.PRICE:- Regarding the pricing policy or the price to the distributor is not disclosed to me, butas done for the different product of the company, company has priced the product same asthat of its major competitor or the market leader.PLACE: The Coca-Cola Company in India is governed from its corporate office located atGurgaon in Haryana. It governs the working of five zones covering whole India these zonesare: - Northern zone, Eastern zone, Western zone, Southern zone and Andhra Pradesh zone.These zones are divided in to various, plants, which govern the area assigned to them. Theareas are the various distribution centers called distributors and C&F agents. Then comes theretailers/customer for the companys product, they receive goods from distributors and C&Fagents. Finally consumer is there, having the product from the customers shops or deliveredto their home, it is more clearly visible through this chart. The Coca-Cola Company, whichgave its reach to the mouth of billions of people all around the world having a widedistribution network, in India, the pace and speed at which Coca-Cola has widened itsbusiness is really amazing. Distribution network is the biggest strength of the company. 13
  • 14. PROMOTION:- This part of the marketing is playing a very vital and important role in the currentsituation in India. Looking at the competition and promotion and advertising budget of boththe companies coca cola and Pepsi, one can easily estimate the importance of this. TOP LINE PROMOTION AND BELOW THE LINE PROMOTION Top line promotion includes the promotion designed and done by the companyscorporate office of Gurgaon and the office of Bombay TV ads, design of banners, and otherPOS 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, publicitymaterial, POS display done by the company from zonal, plant, sales manager and area salesmanager level. . At the sales manager and area sales manager level the promotion doneexclusively for the cities in their respective area and other POS display.COMPETITORS: Since there is only one major competitor of the Coca – Cola i.e. Pepsi, there is someinformation about the Pepsi Company. Pepsi Cola, Headquartered N.Y., is the refreshment beverage unit of Pepsi Co.Beverages and Foods, a division of Pepsi Co. Inc. Pepsi Co. Beverages and Foods at NorthAmerica also comprise Pepsi Co`s Tropicana, Gatorade and Quaker Foods businesses in theUnited States of America and Canada also. Pepsi-Cola non-carbonated beverage portfolio includes Aquafina, Which is thenumber one brand of bottled water in the United States, Dole single serve juices and some,which offers a wide range of drinks with herbal ingredients. The company also makes andmarkets North America‟s best-selling, ready to drink iced teas and coffees via joint venturewith Lipton and Starbucks, respectively. Pepsi Co, Inc. is one of the world‟s largest food and beverage companies. Thecompany‟s principle business includes: 14
  • 15. Frito-Lay snacks Pepsi-Cola beverages Gatorade sports drinks Tropicana juices Pepsi Co Inc. was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay.Tropicana was acquired in 1998. In 21001 Pepsi Co merged with the QUAKER OatsCompany, creating the world‟s fifth largest food and Beverage Company, with 15 brands-each generating more than $1million in annual retail sales. Pepsi Cos success is the result ofsuperior products, high standards of performance, distinctive competitive strategies and thehigh level of integrity of their people. Soft drink business is built on two pillars - Brands and Distribution. We present belowcomprehensive conceptual coverage of these and other key marketing concepts1. Branding2. Valuation of brands3. Distribution.4. Advertising and promotions5. Marketing6. Market segmentation and positioning 15
  • 16. 1. BRANDING A brand is name, term, sign, symbol or design or a combination of them which isintended to identify the goods or services of one seller or group of sellers and to differentiatethem from those of competitors A Trade mark is "a brand or a part of brand that is given legal protection because it iscapable of exclusive appropriation." Manufacturers can use their own brands (known as Manufacturers brands) or brandsof their distributors (Distributors brands). Manufacturers/ distributors use brand names for a variety of reasons from simpleidentification purposes to having legal protection for unique features of the products fromimitations and help consumers recognize certain quality parameters. In some cases, brands are justused to endow the product with unique story and character which itself can be a basis forproduct differentiationSpecial importance of brands for soft drink products While brands can represent all types of goods or entities, they have special importancefor products. Brand equities are stronger in soft drink products as the consumer is reluctant totry unknown brands/ unbranded products for the following reasons  These products individually account for a small part of household spending.  Most of these products are for personal use.  In many cases, it is difficult to differentiate a product on technical or functional grounds and therefore the consumer is reluctant to switch to an unknown brand.  Successful brands generate strong cash flows, which enable the owner of the brand to reinvest a part of it in the form of aggressive advertisements/ promotions. This reinforces the perceived superiority of a brand. 16
  • 17. Soft drink companies spends enormous sums on building a brand equity by way of - advertisements/publicity - free samples -low entry price - promotions (schemes for dealers, consumers etc) Advertisement and promotion can induce trials but for sustained loyalty, themanufacturer has to offer superior quality and value for money. Most successful brands arefounded on a chance discovery of a new product/ process or assiduous research anddevelopment work. Major players invest in R&D on their existing brands and improve theproduct quality continuously to maintain their edge over competitors.2. VALUATION OF BRANDS: Value of a brand is represented by the incremental cash flow resulting from a productwith a brand versus a product without a brand name or with weaker brand name. Brand valuation is a complex process and involves a lot of subjectivity. There are nowidely accepted techniques of brand valuation. There are several considerations which cannotbe standardized or quantified such as To pre-empt competition from taking over a brand • Synergy with the company acquiring existing brands/ businesses • Strategic entry into a new product category Prevent damage to existing brands. Many a times stiff competition results in price cutting, aggressive promotions, lower margins for all the competing brands. Confidence in the acquirer of the brand to rejuvenate a languishing brand.Value of an acquired brand: In case of an acquired brand, price paid for the brand over and above the value oftangible assets, represents value of the brand. For accounting purposes consideration paid forthe brand is typically broken up as follows: Goodwill 17
  • 18. Trademark and patents Technology and know-how Non compete agreement Some of the popular methods for valuation of brands are discussed below Pert technique -Brands based on following factors. It gives scores on each factor andvalues the brand as multiple of sales/ earnings based on the aggregate score. - USPs of the brand - Stability of the brand - Markets namely the industry in which the brand is in use. - International of the brand commanding a higher weightage than a local brand. Cost basis - The valuation is done by aggregating all costs incurred on a brand fromthe conception stage. These costs include market survey, research & development, launch andsubsequent advertising expenditures. These costs are adjusted for inflation and present valuesare calculated. Then adjustments are made to provide for discount in case of a declining trendin the product life cycle or premium in case of ascending trend in market share and productlife cycle. Market Valuation - Valuation at market price (the best bidder quote) can be atdivergence from the fundamental value of the brand. For instance, a large company may payan abnormally high price to protect its major brand or remove a nuisance from the market orderive synergies in its existing business. Such valuations are subjective. Earnings model - In this method, valuation is done by identifying, separating andquantifying earnings that can be attributed to the brand and capitalizing these earnings at asuitable discounting rate. The multiple would depend on several factors such as categorygrowth prospect, emerging competition and brands relative position, edge in terms oftechnology, strength of loyalty to the brand etc. 18
  • 19. 3. DISTRIBUTION: Marketing or Distribution channel refers to the set of marketing intermediaries whichmanufacturers link together to reach their products to the ultimate consumers. Depending onthe product, nature of market and manufacturers resources/strategy, there can be one or morelinks between the manufacturer and consumer.Manufacturer – RetailersManufacturer - Wholesalers – RetailersManufacturer - Stockiest - Wholesalers - Retailers.Use distribution channels- There are several benefits for a manufacturer particularly in case of consumer goodsto rely on these marketing intermediaries rather than develop ones own distribution network. Efficiency in performing the basic marketing task by these intermediaries who through their experience, specialization, knowledge of local conditions, contacts and scale, offer services. Which manufacturers can scarcely do on their own. Cost advantage most of these intermediaries in India are family owned outfits. Their cost of operations and overheads are substantially lower. Focus: Manufacturers can concentrate on their core activity and optimize return on assets.RETAILING: In India, there are over 5 million retail outlets dispersed all over the country. Theretailing industry provides employment to over 18mn people. 1 out of every 25 families inIndia is engaged in the business of retailing. Ownership and management are predominantlyfamily controlled. However in sharp contrast to developed countries, unit average size of aretail outlet in India is very small. Organized retailing, however, has been a recent phenomenon and is relativelyundeveloped. There are no large super market chains/ shopping malls. Consumers are 19
  • 20. unwilling to pay a premium for convenience shopping as their counterparts in the westerncountries do. While small chain stores called Apna Bazaars and Sahakan Bhandaars, whichoffer products at reasonable prices, have been fairly popular, Department Stores and FoodStores are slowly gaining popularity. A large number of corporate have recently ventured intoretailing. The retail outlet in India can be broadly categorized as follows: - Grocery stores - General purpose stores - Food stores - Pan bidi shops - Chemist/ drug stores - Cold chains The relative share of grocers dropped from over 50% in the early 90s to 35% in thelate 90s. Chemist outlets on the other hand, have been expanding their product range toinclude high margin FMCG products from shampoos to ketchup. Pan-wallas are alsoemerging as fully fledged consumer product outlets.4. ADVERTISING AND PROMOTION: Advertising consists of non-personal form of communications. The communication isconducted through trade media under player sponsorships. Advertising aims at providinginformation about the product arouse demand for the product and emphasize on superiorfeatures of the advertised product over others. Players have to decide on overalladvertisement budget, message and mode of presentation, type of media, timing etc. Theyinvariably do post audit of advertising efficacy. Promotions are of two types viz. pull promotions where consumers are incentivizedand push promotion where dealers/ retailers are incentivized. There are several forms ofpromotion such as distributing free samples, discount coupons; gift offers for consumers andtarget based incentives and display schemes etc for retailers. Marketers also sponsor charityprogrammes, sports etc to promote corporate/ brand image. 20
  • 21. Themes for Coca-Cola AdvertisingThemes for Coca-Cola Advertising (1886-1999) 1922 1924 Thirst Knows No Season Refresh Yourself 1925 1926 It had to be good to get where it is Six Million a Day 21
  • 22. 1927 1929 The Pause That RefreshesAround the Corner fromEverywhere1935Friends For Life 22
  • 23. 1939 1942Thirst Asks Nothing More The Only Thing Like Coca-Cola is Coca-Cola Itself1948 1949Where Theres Coke Theres Along the Highway to AnywhereHospitality 23
  • 24. 1952 1957What You Want Is a Coke Sign of Good Taste1958 1959 Be Really RefreshedThe Cold, Crisp Taste of Coke 24
  • 25. 1963 1969 Its the Real ThingThings Go Better with Coke1974 1975 Look Up AmericaLook Up America 25
  • 26. 1976Coke Adds Life1978 1979 Have a Coke and a SmileCoke Adds Life 26
  • 27. COMPOSITION OF URBAN OUTLETSGrocers 34.7%Cosmetic stores 4.0%Chemist 6.3%Food Stores 6.6%General Stores 14.4%Pan – stores 17.0%Others 17.0%COMPOSITION OF RURAL OUTLETSGrocers 55.6%Cosmetic stores 13.5%Chemist 3.3%Others 27.6%05. MARKETING:Direct marketing: In direct marketing manufacturers reach the consumers directly. Direct marketing canbe undertaken in several ways such as mail order, own retail outlets, mobile vans etc. A newinnovative approach to direct marketing viz multilevel marketing is becoming increasinglypopular. Also gaining ground slowly is E-tailing i.e. selling products through the internet. 27
  • 28. Multilevel marketing model: Multi level marketing refers to direct marketing through an ever-increasing number ofdirect distributors. Independent distributors sell products directly to the consumers andappoint new distributors and train them. The distributor earns commission at two levels; oneis his/ her own commission and two a proportion of commission earned by other distributorsappointed by him/ her. None of these distributors are employees of the company. Distributors are not allowed to sell these products to retailers. The company savesabout 25% of realizations by eliminating retail channel, which is shared with distributors. The company insists that the distributors should take prior appointment with theconsumer. Personal interaction is not only convenient but adds value as customer get valuableadvice on the product and how to use it .This helps in creating awareness and removingmisconceptions like cosmetics are harmful for the skin. Direct marketing (multi level approach) in personal care products is extremelypopular abroad. In Brazil, about 60% of personal care products are sold through directmarketing. In India, direct marketing has been slowly growing. Word of mouth has a strongimpact on purchase decision of a consumer, especially in personal care and cosmeticproducts. Direct marketing has mainly been undertaken by the new MNC entrants (notablyOriflame, Avon). Hindustan Lever has also recently launched a new personal product brandAviance which is sold directly to consumers exclusively by trained beauty specialists. Directmarketing has also been extensively used in marketing of household appliances like Vacuumcleaners. However given the widely spread geographical area in India, direct marketingcannot be easily used to build an extensive national reach and is more likely to be used as asupplementary channel.TEST MARKETING: Test marketing refers to testing out product and marketing mix with a small numberof well chosen consumers which are representative of the target segment. Test marketing isfrequently used by consumer companies, in contrast to industrial companies which preferfeedback through informal channels. Test marketing improves knowledge of targetconsumers, potential sales and is an effective tool to pre-test alternative marketing plan. Inmost products, it is important to check trial rates as well as re-purchase rates. 28
  • 29. CONSUMERS PANELS: Consumer panels refer to a set of consumers with different demographiccharacteristics (so as to be representative of target population) who agree to co-operate inmarket research, typically for a consideration. Market research agenciand companies try tocollect information on buyers characteristics by introducing a new product to the consumerpanels. The firm estimates trials as well as the repeat purchasing by this method. There arestatistical models to forecast market shares, demand, brand switching etc.DISTRIBUTION MANAGEMENT Distribution management is a logistics control process that applies situationalunderstanding from both the operational and logistical common operating pictures in order todynamically control and synchronize the flow of materiel through the distribution pipelines,including retrograde and lateral distribution. The last part of the definition - retrograde andlateral distribution - is critical to future success and is often overlooked in distributionmanagement schemes. Our ability to move materiel in any direction through the pipelinesprovides an economy of effort that actually becomes a force multiplier. In this manner,distribution management becomes a key enabler of logistics transformation, by reducingmateriel requirements to only those that are needed and by leveraging stockage positioning toreduce the total cost of sustainment. Distribution Management: - When youre operating multiple plants over a largegeographical area, knowing exactly what you have and where its located can batremendouscompetitive advantage. Frontiers Distribution Management component sallow you to accessreal-time inventory and shipping information across your enterprise, as well as historicalaudits that can help with planning for the future. With Frontier, youll always know your inventory requirements and availability forevery product, at every plant. You can instantly find transit status for parts and finishedgoods. Frontier helps you plan more efficient truck loading and shipping routes. Youll alsoenjoy shipping and billing that is tightly integrated from the initial sale through Accounts. 29
  • 30. A definition of dynamic control is also required before we go further. Dynamiccontrol is the distribution managers ability to rapidly set and change priorities and modes oftransportation in response to the war fighters requirements. If Quartermasters cannotdynamically control the delivery of supplies and materiel, we remain at the mercy of thetransportation system and will be forced into the comfort and expense of a stock age-basedsupply system. DISTRIBUTION MANAGEMENT PRODUCT MODULES Advanced Forecasting Advanced Pricing Advanced Stock Valuation Agreement Management Bulk Stock Valuation Enterprise Facility Planning Inventory Management DAILY SHIPPING ACTIVITIES AT COCA-COLABSR-(Bonded storage area)1. Daily report2. Physical stock verification3. Full movement report4. RG 15. Leakage and Breakage Report6. Stock covered with tarpaulin7. Shipping office house keeping 30
  • 31. EMPTY-1. Check for pending ERA2. Breakage report3. Physical stock verification4. Breakage handing over to store5. Housekeeping of empty yard INDIA DIVISIONThe Head quarter of India is at Enkay Towers, Udyog Vihar; Gurgaon.Coca Cola became 3rdlargest FMCG from zero in India in just 8 years. There are 40 producing units across thecountry. There are 5 regions in India viz., North, South, West, East & Andhra Pradesh. The company operates in two types of Bottling operations viz.,1. COBO (Company Owned Bottling Operations) - In COBO, the Company owns the unit and is a property of India.2. FOBO (Franchisee owned Bottling Operations) - FOBO is operated by Bottlers, who are given license by the Company to bottle its products on their behalf.THE NORTH REGION: The headquarter of Northern Region is at JMD Towers, Regent Square, Gurgaon. Itcomprises of Delhi, Western UP, Eastern UP, Jammu & Jaipur units. It has 9 production unitsviz, Delhi, Jaipur, Kanpur, Varanasi, Dasna, Mundka Depot, Jammu, Delhi FOBOs & East-West UP FOBO. It is the largest region in India with 1313 employees.PRODUCTS OF COMPANY It has brown colour with high content of C02 (Carbon di-oxide) which makes itsCOLA flavor heavy. It is available in different volumes in market like: 31
  • 32. 1. 200 ml glass bottle2. 300 ml glass bottle3. 600ml pet bottle4. 2. Litre pet bottle. It has dark brown color with very high content of CO2 which makes the Cola flavor isvery strong. It is available in different volumes in market like:1. 200 ml glass bottle2. 300 ml glass bottle3. 600ml pet bottle4. 2.Litre pet bottle It comes in many flavors like orange, with light content of CO2 that makes its makeits flavor delicious. It is available in different volumes in market.1. 200 ml glass bottle2. 300 ml glass bottle3. 600 ml pet bottle4. 2.Litre pet bottle Limca has light grey colour with light content of CO2 that makes its flavour tasty. It isavailable in market in following packs of quantities:1. 200 ml glass bottle2. 300 ml glass bottle3. 600 ml pet bottle4. 2 Litre pet bottle It is colorless with packing in green colored bottle. It has normal content of CO2. Ithas a nice flavor available in market in following packing:1. 200 ml glass bottle2. 300 ml glass bottle3. 600 ml pet bottle4. 2 Litre pet bottle 32
  • 33. It is of yellow colour with decent taste of mango. It doesnt contain CO2. Its availablepacking in market is:1. 250 glass Bottle Soda- It is colorless & available in market in 300 ml glass bottle in the market‟s -Water it is a mineral water available in following volumes in the market: 1. 1 liter, pet little 2. 2 liter, pet little 33
  • 34. 34
  • 35. COMPANY PROFILE DOUGLAS N. DAFT Chairman of the Board and Chief Executive OfficerThe Coca-Cola Company Douglas N. Daft was elected chairman, Board of Directors, and chief executive officerof The Coca-Cola Company on February 17, 2000. Mr. Daft is the 11th chairman of theBoard in the history of the Company. Mr. Daft, 60, joined the Company in 1969 as planning officer in the Sydney, Australiaoffice. He held positions of increasing responsibilities throughout Asia and in 1982 wasnamed vice president of Coca-Cola Far East Ltd.In December 1988, Mr. Daft was named president of the North Pacific Division and presidentof Coca-Cola (Japan) Co., Ltd. He moved to the Company‟s Atlanta headquarters In 1991 toassume the responsibility of president of the Pacific Group and in 1999 hisresponsibilities were expanded to include the Companys Africa Group, and SchweppesBeverage Division, as well as the Middle and Far East Group‟s Mr. Daft was electedpresident and chief operating officer of The Coca - Cola Company in December 1999. He serves on the boards of Sun Trust Banks, the Boys & Girls Clubs ofAmerica, Catalyst, the CERGE-EI Foundation(Center for Economic Research and Graduate 35
  • 36. Education - Economics Institute) in the Czech Republic, the Lauder Institute forManagement and International Studies at the University of Pennsylvania, the Prince ofWales International Business Leaders Forum, the Grocery Manufacturers of America,the British - American Chamber of Commerce, the G100, the Woodruff Arts Center, theCommerce Club, and the McGraw-Hill Companies. Mr. Daft is a trustee of EmoryUniversity, the American Assembly and the Center for Strategic & International Studies. Heis also a member of The Trilateral Commission, The Business Council, and The BusinessRound table.AROUND THE WORLD Although Coca-Cola® was first created in the United States; it quickly becamepopular wherever it went. Our first international bottling plants opened in 1906 in Canada,Cuba and Panama, soon followed by many more. Today, we produce more than 300 brands inover 200 countries. More than 70 percent of our income comes from outside the U.S., but thereal reason we are a truly global company is that our products meet the varied tastepreferences of consumers everywhereOUR PARTNERS The Coca-Cola Company works with a wide variety of organizations to supporthealth, fitness and good nutrition. Visit these sites for more information about positions,programs and activities. The Coalition for a Healthy and Active America (CHAA) CHAA was formed in2003 by concerned organizations and national leaders to educate parents, children,schools, and communities about the critical roles physical activity and nutrition educationplay in reversing the alarming trends of childhood obesity. As a non-profit Nationalgrassroots coalition, CHAA is a vigorous advocate for developing healthy and activelifestyles for Americas youth. CHAA is committed to working with schools to rededicatetime for physical fitness; giving parents the freedom to help their children make their ownnutritional choices; building school-business model relationships that benefit our families bysupporting healthy and active lifestyles; and finding solutions to childhood obesity that are 36
  • 37. both responsible and realistic American Council for Fitness and Nutrition The AmericanCouncil for Fitness and Nutrition (ACFN) is a group of food, beverage and consumerproducts companies, not-for-profit organizations and trade associations working together toimprove the health of all Americans, particularly youth, by encouraging a healthy balancebetween fitness and nutrition. The cornerstone of all ACFN initiatives is the idea that lastingsolutions to the nations obesity problem must be based on sound science and behavioralresearch. Such policies are likely to help parents and their children develop eating andexercise habits that lead to a healthier life. Grocery Manufacturers of America The Grocery Manufacturers of America (GMA)represents the food, beverage and consumer products industry on key issues that affect theability of brand manufacturers to market their products profitably and deliver superior valueto the consumer. International Food Information Council (IFIC) Foundation The IFIC Foundation isa public education foundation disseminating sound, science-based information on foodsafety, nutrition and health. International Life Sciences Institute Founded in 1978, theInternational Life Sciences Institute (ILSI) is a nonprofit, worldwide foundation that seeks toimprove the well-being of the general public through the pursuit of balanced science. Its goal is to further the understanding of scientific issues relating to nutrition, foodsafety, toxicology, risk assessment, and the environment by bringing together scientists fromacademia, government, and industry.Kidnetic.com is a fun, interactive Web site thatemphasizes healthy living achieved through a balance of physical activity and responsibleeating habits. The Web site gives young people and their parents the tools and ideas to helpchange habits and plant the seeds for healthier families tomorrow. Kidnetic.com is a programof the International Food Information Council (IFIC) Foundation. National Association for Sport and Physical Education association for Sport andPhysical Education seeks to enhance knowledge and professional practice in sport andphysical activity through scientific study and dissemination of research-based andexperiential knowledge to members and the public.National Soft Drink Association theNational Soft Drink Association (NSDA) is the trade association for Americas soft drinkindustry, serving the pub. 37
  • 38. HISTORY OF COLA The cola industry has phenomenal possibilities for rocketing profitgrowth in spite of the sign of relief heaved by the manufacture at the abruptsensational termination of coca cola monopoly the tastes of cola is by no meansextinguished the coca. Cola have a status symbol to it..., generated by the substandard, penetrated, advertising and extensive distribution network. Total soft drink segment is growing at the rate of 10% per year still if internationalstandard area considered the per capita consumption of three serving in rock bottom, less thaneven our neighbors Pakistan and Bangladesh, where it is four more as much. So with kind ofa market potential coke entered in India in 1991 after the permissions of setting up BriticoFood company to coke was granted by the government in Pune in 1992 the plant wasestablished for is deducted then the bottle are taken out of the line and cleaned again orrejected.The most important step is the mixing of drink concentrate dissolved in the soft water thesugar syrup at the same time. Carbon dioxide is passed in the drink to produce a fizz. After the crowing of the bottle the crown contains the manufacturing data batchnumber and Time. After crowing the bottle, the bottle comes again at checking screen forchecking the bottle. THE PRESENT POSITION OF COKE IN INDIA Coke is a households name and is the lips of every one. In present time every personknows the name of coca cola since India is one of biggest market and sultry summer fromMarch the end of October and huge population has immensely helped in the sales the sales ofcoke in India and its making it more economical. 38
  • 39. Last years, the market share of Coca Cola was not specific. In this year company‟s topmanagement adopted new policy and increased the rate of all brands of coke. By this decisiontop management determined the rate of 300 ml / 10Rs. And the brand of 200 ml determinesthe rate of this brand 7Rs. By which medium sizeFamily and lower level family can be taken they enjoy of coke. By this decision company‟smarketing share has been increased. In present time coke is captured approximate 60%market share in cold Dinks line. Now coke has defeated all the soft drinks company.According to service and according to advertising coke has appropriate position. It has nowemerged as the winner and has a good image in the market. MISSION OF THE COCA-COLA COMPANY The mission of the Coca-Cola Company is to increase shareowner value over time.The company accomplished the mission by working with its business partners to deliversatisfaction and value to customers and consumers through a worldwide system of superiorbrands and services, thus increasing brand equity on a global basis.GUIDING PRINCIPLES OF COCA-COLA INDIA:- 1. We will conduct ourselves and our business activities with the highest standards of honesty integrity and professionalism. 2. We will recognize the positive contributions that we make as individuals and team members to produce our business success. 3. We will encourage a learning environment where people can constantly grow, develop and contribute. 4. We will strive for excellence and seek continuous improvement in everything we do. 5. We will respect all stakeholders, including employees, partners and suppliers and instill them with a passion to deliver the highest quality goods and service. 6. We will foster initiative and creativity by empowering individual to attain well- defined objectives. 39
  • 40. VISION  The long-term vision of Coca-Cola in India is to provide exceptional strategic lead to the Coca-Cola in India.  Through Coca-Cola system resulting in consumer & customer preference and loyalty through Coca-Cola is commitment to them and in a highly profitable Coca-Cola Corporate branded beverage system. MISSIONThe mission of coca cola in India is:  Increase in shareholders value over time.  To achieve the above by working with business partners to deliver satisfaction and value to customers and consumers through worldwide system of superior brand and services thus increasing the brand equity.  To achieve the mission the company seeks the contribution from each of the given areas:  People working in the company.  Commitment of the company.  Goals & objectives of the company.  Environmental policy.  Internal control. 40
  • 41. BRINDAWAN BEVERAGES LTD. In the network of the Coca-Cola system, Coca-Cola has either of the two bottlingoperation done far the company.1. COBO (Company Owned & Operated Bottling Operation).2. FOBO (Franchise Owned & Operated Bottling Operation). After 1993, when coca cola re enters Indian market, done alot of changes in the existing system of the soft drink marketprevailing in India, by acquiring the major brands and the bottling operations from Parle.After this, company founded some of its own bottling operation in India. In year 1997, company did a major investment of $700 million in India by purchasingother bottling operations, all around India and introduces new technology in them. Thesebottling plants are called Company Owned andOperation Bottling Operation. Company hasfull ownership and operational right for thesetype of operations. The other type of bottlingoperation for the company are called FranchiseOwned and Operated bottling Operation, tothese, the company has given the right toproduce the product for the company and tosupply with in the territory assigned by thecompany. Company has no ownership oroperational right/control over these.In India Company have 26 COBO and 14FOBO operations for the production and control of the whole operation in India. These aredivided in to various zones that are given in the marketing mix section of this report. 41
  • 42. PRODUCT PROFILECOCA-COLA:Developed in a brass pot in 1886, Coca-Cola is the most recognized andadmired trademark around the globe. Not to mention the best selling softdrink in the world. SPRITE: In 1961, a citrus-flavored drink made its U.S. debut, using "Sprite Boy" as inspiration for its name. This elf with silver hair and a big smile was used in 1940s advertising for Coca-Cola. Sprite is now the fastest growing major soft drink in the U.S., and the worldsmost popular lemon-lime soft drink.FANTA:The name "Fanta" was first registered as a trademark in Germany in 1941,when it was used for a few years for a soft drink created from availablematerials and flavors.The name was then revived in 1955 in Naples, Italy, when it was used forthe "Fanta" orange drink we know today. It is now the trademark name for aline of flavored drinks sold around the world. DIET COKE: The extension of the Coca-Cola name began in 1982 with the introduction of diet Coke (also called Coca-Cola light in some countries). Diet coke quickly became the number- one selling low- calorie soft drink in the world. 42
  • 43. VANILA: It is an Ice Cream in taste launched in 2004.LIMCA:This is thirst-quenching beverage features a fresh and light lemon-lime tasteand a lighthearted attitude. The Limca brand was introduced in 1971 andacquired by the Coca-Cola Company in 1993. MAAZA: Maaza, launched in 1984 and acquired by The Coca-Cola Company in 1993, is a non carbonated mango soft drink with a rich, juicy m natural mango taste.THUMPS UP: In 1993, The Coca-Cola Company acquired this brand, which wasoriginally introduced in 1977. Its strong and fizzy taste makes it uniquecarbonated Indian Cola. KINLEY WATER: This is thirst-quenching beverage features fresh the fresh water with the saturated oxygen level. 43
  • 44. "COMPARATIVE ANALYSIS OF COKE & PEPSI" The soft drink market all over the world has been witnessing a neck to neck battlebetween the two major players, Coca-Cola and Pepsi since the very beginning. the thirstquenchers are trying hard to have the major chunk of the pie of carbonated soft drink market.both the players are spending their energies in building capacity, infrastructure, promotionalactivities etc. Coca-Cola being 11 years older than Pepsi has dominated the scene in most of the softdrink markets in the world and enjoying leadership in terms of market share. but the coca-cola people are finding it hard to keep away Pepsi, which has been narrowing the gapsregularly. the two are posing threats to each other in every nook and corner of the world.while coca-cola has been earning most of its bread and butter through beverage sales, Pepsihas a multi products portfolio with some portion from the same business. The two warriors are face to face once again here in India with different strategies andtactics to attack the rival. Coca-cola is focusing upon the joint ventures with the existingbottlers { fobo } franchise owned bottling operations to enhance its control on manufacturingand marketing of its products range and attain the quality standards of its class. Countering it Pepsi has taken the battle in its own hands by floating as investment of $95 billion to set Pepsi company. India holdings, as subsidiary for {cobo } company ownedbottling operations. both the companies are following different path to reach the same destinyi.e. to fetch the bigger portion of aerated soft drink market. Both consider India a hugepotential market, as per capita consumption here is a mere 3 serving annually against theworld average of 80. Therefore, they are putting in their best efforts to woo the Indianconsumer who has to work for 1.5 hours to buy a bottle of soft drink. in comparison to theinternational norms minutes, a major hurdle to cross over for both the athletes for getting no.1position comparison to the inter. coca-cola is well set with its 53 bottling sites through out thecountry giving it an edge over competition by processing a well-built bottling and distributionset-up. On the other hand, Pepsi, with two more years in India, has been able to set an image 44
  • 45. of a winner in India and has been able to get the pulse of the India soft drink market. the softdrink giants are leaving on stone unturned and her for the long terms. Coca-Cola has been penetrating the market through its wide product range with adetermination to change consumption pattern of soft drink in India. Firstly, they upgraded thewhole industry by introduction 300 ml bottles, which in turn had given the industry abooming growth of 20% as compared to the earlier 5%. They want to develop a coca culturehere and are working on a strategy to offerSoft drink in every possible package. In coca-cola camp, the idea of competition has notcome from Pepsi, but from the other beverages such as tea, coffee, nimbus pain, water etc.Pepsi is quite aggressive in its approach to Indian consumer. they are desperately workingOn the strategy to be winners in the hot cola war between two big barons. according to pepsiphilosophy, it‟s the madness that encourages executive to think, to conjure up those creativetactics to knock the fizz out their competition. Pepsi had plumbed a large on the visibility ofits blue red and white logo. they have been going with aggressive marketing by putting AmirKhan, Akshay Kumar and their advertisement to endorse their brand, the role models for itstargeted consumer the teenagers. They have increased the fizz in the market place byintroducing the dispensers called fountain Pepsi and has been enjoying a lead over its rivalthere. Coca-Cola on the other hand, has been working on the saying slow and steady wins therace‟s side by retailing to every more of its competitor. They have procured the shield ofthumps up with a handsome market share in Indian soft drink market. Countering Pepsi‟s international commercial that used two chimpanzees to cock asnoop at coke, thumps up come with the ad line, don‟t be Bandar, taste the thunder. alsothumps up has been positioned now very near to that young image of Pepsi and giving it athough time. These cool merchants have put everything on fire. It coke got the status of the officialdrink of wills. World cup, Pepsi blushed as nothing official about it. as thumps up projectedas „Saaree Jahan Se Achcha‟ Pepsi was passionate enough with „freedom to be‟ and now the“Yeh Dil Mange More” when thumps up came with thunder blast, the other offered „Pepsistuff card‟. if red is meant for coke, Pepsi has chosen to be blue. 45
  • 46. SURVEY AREA - GANJ POSM VISIOUTLATE DLR-ADD1 DISTR- VISI STICKENAME NAME TOP DISPLAY BUNTINGS GATE RZAHOOR COLD TAJ GANJ SHRAVAN YES YES YES YES YESKAILASH TAJ GANJ SHRAVAN YES YES YES YES YESHOTALGUPTA PAN TAJ GANJ SHRAVAN YES YES YES YES YESOMI LASSI TAJ GANJ SHRAVAN YES YES YES YES YESAFTAB P.C.O. TAJ GANJ SHRAVAN YES YES YES NO YESKIPPS TAJ GANJ SHRAVAN YES YES YES NO YESSPECIAL PAN TAJ GANJ SHRAVAN YES YES YES YES YESDLIP TAJ GANJ SHRAVAN YES YES YES YES YESRESTURENTSETHI TAJ GANJ SHRAVAN YES YES YES YES YESGENERAL 46
  • 47. SURVEY OUTLETOUTLET NAME PERCENTAGE OF PERCENTAGE OF COCA-COLA PEPSIOMI LASSI 70% 30%KAILASH HOTEL 100% __KIPPS TAJ GANJ 60% 40%SPECIAL PAN 100% __RAKESH CHANDRA 100% ___GUPTA PAN 70% 30%AFTAB PCO 100% ____AGRA SWEETS 100% ____VICKY COLD DRINK 100% __ZAHOOR COLD DRINK 100%CHILDREN PARK CANTEEN 50% 50%MILIKES 60% 40%BIKANEERWALA 50% 50%CHAMAN DHABA 100% ----AMBEY BAKERS 40% 60%P. K. NAMKEEN 60% 40%CHAWALA RESTAURENT 50% 50%KIPPS SUPEER MARKET 50% 50%AGRAWAL KIRANA 60% 40% 47
  • 48. AMUL PARLOUR 60% 40%AGRAWAL KIRANA 50% 50%SUNNY VAREITY 100% ___BANKE BIHARI 60% 40%CHAURASIA PAN 100% _-_VERMA DHABA 60% 40%KIPPS JAYSON 50% 50%RATAN SWEETS 50% 50%KIPPS SUPERMARKET 60% 40%AL KAREEM CONFECTIONARY 70% 30%GOLDI SWEETS 60% 40%SSD FOOD 80% 20%APNA STORE 50% 50%GANGAUR SWEETS 40% 60%KAMAL DAIRY 60% 40%ARUN NARULA RAILWAY STATION 100% _SHIV HOTAL 100% _Bansal sweets _ 100% TOTAL % OF TOTAL % OF COCA-COLA PEPSI =31.15%TOTAL OUTLET=35 =68.85% 48
  • 49. OVERALL STOCK AVILABILTY- WARM AND COLD PACK (IN CRATE)BRAND 200 300 600 2000COKE PEPSI 54 16 30 9 52 72 24 59LIMCA MIRINDA 28 - 20 - 14 - 8 LEMONFANTA MIRINDA 30 - 25 7 44 - 1 41 ORANGESPRITE MOUNTAN 39 10 20 4 - 12 12 - DEWTHUMS 7 UP 55 9 44 2 48 - 30 19UPMAAZA SLICE - 2 - 1 - - - -KINLE LEHAR SODA - - - - - - -Y SODAOVERALL SHARE 200 300 600 2000COKE 84.77% 85.8% 65.29% 38.34%PEPSI 15.23% 14.2% 34.71% 61.65% 49
  • 50. ROUTE PRODUCTIVITYMany product distributors find themselves with a delivery route system that has "evolved"over the years into - well, lets just say a state of relative inefficiency. When was the last timeyour distributor operation completed a thorough, bottom-up review of its route systemefficiency? When was the last time the entire company was re-routed? If the answer to these two questions is years, the business may have considerableroom for route efficiency improvement. In a re-route of a product distributors deliverysystem, it is commonly-believed that sales routes need to be developed first - with deliveryroutes developed later to support sales. The theory driving this approach is that to be a"sales-driven" organization, one must develop sales routes first to ensure the company ismatching resources optimally to meet market needs. This approach is unsound and likelyresults in a route system that is: inefficient from an operations standpoint, and does notoptimally meet customer demands.The delivery system is the most expensive component dealt with in an entire company re-route. Therefore, from a strictly financial sense, it is logical to begin the re-routing processwith an optimization of this more expensive component. Sales routes, merchandising routes,etc. can be developed secondarily to match the optimized delivery routes.Does a Focus on Delivery Optimization Compromise the "Sales-Driven" Organization?By definition, the re-routing of an entire distributor operation requires balance andcompromise. While at first glance, an initial focus on delivery optimization may seem to be acontradictory objective to developing a true "sales-focused" route system, the analysis is notso simple 50
  • 51. By ensuring maximum efficiency in the delivery route system, wholesalers free up resourceswithin the organization that can be re-directed into the sales effort. A properly designed andexecuted re-route can be one of the most important things a wholesaler can do to increaseboth its delivery system productivity and efficiency measurements - and to provide financialresources to focus on driving increased revenues in the business.When was your last re-route? Is your business missing opportunities because of routeinefficiencies? How do you know if delivery routes, sales routes, merchandising routes, areoptimized designed? Delivery operations in a distributor operation primarily focus on the task of "gettingthe product to market". Delivery can mean different things to different distributorenvironments, however. Some distributors view delivery as just that - nothing more thandriving the product from one location to another. In other distributor environments, deliverydrivers are expected to provide additional services such as the construction of in-storedisplays, the putting up of point-of-sale materials, product rotation, product pull-up, andproduct facing. In some distributor operations, delivery drivers are, in fact, referred to asCustomer Service Representatives (CSRs) which conveys the expectation that drivers will, infact, provide additional services viewed by the customer as having value beyond just thedropping of product at the back door.The type and level of services expected by the delivery department will, of course, havedirect impacts on issues such as the:1. Type and quality of individual sought for delivery positions;2. Methods used for compensating delivery driver positions;3. Interaction of the delivery driver with other facets of the distributor operation;4. Productivity measurements expected and produced. 51
  • 52. Delivery ProductivityProductivity in the delivery department can be measured in two major ways.One method focuses on asset utilization. A typical measurement providing information onasset utilization is to develop some type of product movement ratio on a per-route basis. Themost common product movement ratios are: - unit volume sold per year; - annual revenues; - annual gross profits.For example, a business generating $10, 00,000 in annual revenues utilizing 20 deliveryroutes has a ratio of $5, 00,000 of revenues per route. In this calculation, a single route isdefined as one five-day per week full-time equivalent. In other words, one route going outonly 2 days a week is considered to be only .4 of a full-time equivalent route [2/5]. 52
  • 53. 53
  • 54. ANALYSIS AND FINDINGS1. Which flavour do you like most?Preference of flavors’ Flavor No of Respondent PercentageCola 41 41%Citric 26 26%Lemon 21 21%Orange 10 10%Others 02 02%Total 100 100% 2% 10% 41% 21% Cola Citric Lemon Orange 26% Others 54
  • 55. Interpretation:The given graph & table show the most popular flavor in cold drinks is Cola. It was foundthat the 41% respondent likes the Cola Flavor, 21% of respondent likes the Lemon flavored,26% of respondent likes the citric flavor, 10% likes the Orange flavor and only 2% likes theother flavored.2. Do you give importance to brand name while choosing your cold drink?Preference of Brand name Response No of Respondent Percentage (%) Yes 56 56% No 39 39% Can‟t Say 05 05% Total 100 100% 5% 39% Yes 56% No Cant Say 55
  • 56. Interpretation: The graph & table clear view regarding the importance given to a brand name whilechoosing the cold drinks. It was found that the 56% of Respondent says Yes and 39% ofrespondent say No and the only 5% of respondent not in a position to say anything.3. Which brand you prefer most?Opinion towards Popular Brand Brands No of Respondent Percentage (%) Coke 58 58% Pepsi 21 21% Others 21 21% Total 100 100% 21% Coke 21% 58% Pepsi Others 56
  • 57. Interpretation: The given diagram gives the view regarding the most popular and demanded brand. Itwas found that the 58% of respondent preferred the Coke as most popular brand, 21% ofrespondent say Pepsi as most popular brand, only 21% of respondent say others was a themost popular brand.4. Which brand is more available in your retailer’s shops?Availability in retailer’s shop No of Respondent Percentage (%) Response Cola 61 61% Citric 30 30% Fruit flavored 9 9% Total 100 100% 9% 30% Cola 61% Citric Fruit Flavoured 57
  • 58. Interpretation The given chart table shows that the most available flavour on the respondent retailer‟s shops. It was found that the 61% of respondent (Consumers) say that they find Cola flavour on their retailer‟s shop.30% of respondent found the citric flavor on their retailer‟s shop and 9% of respondent found fruit flavor on their retailer‟s shop. Since cola flavor is a Universal flavor in India, with consumers of all age, sex and preference accepting it whole heartedly.5. Which brand of cold drink do you find most in your collegecanteen/colony/locality?Availability in College Canteen/Locality/Colony Brand No of Respondent Percentage (%) Coke 51 51% Pepsi 47 47% Others 02 02% Total 100 100% 2% 47% 51% Coke Pepsi Others 58
  • 59. Interpretation:- The graph & table gives the information regarding the available brand on their collegecanteen or a colony or a locality. It was found that 51% of respondent found the Coke brandsof cold drink highly available while 47% of respondent said that they found Pepsi brand ashighly available and only 2% of respondent said that they found other brands highlyavailable. This difference in the response is because of the consumption of different brands indifferent segments.6. In your opinion which soft drink is better in taste flavor?Opinion towards Taste(i) In a cola flavor. Brand No of Respondent Percentage (%) Coke 75 75% Pepsi 25 25% Total 100 100% 25% Coke Pepsi 75% 59
  • 60. Interpretation: The given table and diagram gives the idea of the respondent opinion regarding theCola flavor drink. It was found that the 75% of respondent likes the Coke and the only 25%respondent likes the Pepsi flavor.(ii) In orange flavor Brands No of Respondent Percentage (%) Miranda Orange 64 64% Fanta 28 28% Others 08 08% Total 100 100% 8% 28% Miranda Orange 64% Fanta OthersInterpretations: The above given table and chart show the opinion of the respondent regarding Orange flavor. It was found that the 28% of respondent likes fantail of COKE brand, 64% of respondent likes the Miranda of the PEPSI brand and 8% of respondent likes the other soft drinks of orange flavor. 60
  • 61. (iii) In Mango flavor Brands No of Respondent Percentage (%) Maaza 37 37% Slice 22 22% Others 41 41% Total 100 100% 41% 37% Maaza Sloce Others 22% Interpretations: The above shown table and chart gives the view regarding the opinion of respondentabout the Mango flavor. It was found that the 41% of respondent likes Frooti, 37% ofrespondent like Mazza of Coke and only 22% of respondent likes the Slice of Pepsi brand.One of the greatest advantages with Frooti is that it comes in tetra pack which is a one waypack. People find it convenient to take it home for consumption. Even coke and Pepsi haveintroduced tetra pack in the Mango drink recently but it will definitely take some time takeaway market from the market leader. Also Frooti is a well established brand has available intetra pack for a long time. 61
  • 62. 7. Which brand advertisement appeals you most?Most appealing Brand advertisement Brands No of Respondent Percentage (%) Coke 52 52% Pepsi 48 48% Total 100 100% 48% 52% Coke PepsiInterpretations: The given chart shows that the respondent about the most appealing brandadvertisement. It was found that the 52% of respondent says that Coke advertisement is mostappealing, 48% of respondent says Pepsi advertisement is most appealing one. Theadvertisement of Coke features Bollywood star like Aishyarwa Rai, Hritik Roshan, KrishnaKapoor and Amir Khan who are highly acceptable by the public. The advertisement of Cokefeaturing Amir Khan with a punch line “Thanda Matlab…………….Coca-Cola” It was a super hit which took Coke not only to the rural markets but also overturned the market of Pepsi. 62
  • 63. 8. You like the product which is promoted by the celebrity? Opinion towards product, which is promoted by celebrity Response No of Respondent Percentage (%) Yes 40 40% No 32 32% Can‟t say 28 28% Total 100 100% 28 40 Yes No Cant Say 32Interpretations: The group & table show that the people like the product of it promoted by a celebrity.It was found that 40% of respondent said that they the product because of the celebrity shownin the advertisement consuming it, 32% of respondent says No about the celebrity promotion,28% respondent not in a position to say anything. In India people have a great craze for theirfavorite celebrities‟ They have a lot of love for their favorite celebrities they want to imitateby doing what they do as shown in the advertisement. 63
  • 64. 9. Do you think that the pricing strategy adopted by the cola companiesfascinate the consumer? Opinion towards Pricing Strategy Response No of Respondent Percentage (%) Yes 64 64% No 22 22% Can`t Say 14 14% Total 100 100% 14% 22% Yes 64% No Cant SayInterpretations:The given table & diagram shows that how effective the companies facility the consumer. Itwas found 64% of respondent says yes. 22% of respondent says No and 14% respondentcan‟t say anything. India is a mass market for the consumer product but at the same time it isalso a very “Price Sensitive” Market. Hence, with a small decrease in price result in a drasticincrease in the demand, since soft drink is a consumer product, the price has a great influenceon the demand of the product. 64
  • 65. 65
  • 66. RECOMMENDATIONDoing a survey on consumers market provided a lot of insight into the dynamics of themarket place and with it valuable insights were also gained into the psyche of consumer andowners. 1. SUPPLYThe demand of Thums-up & Maaza far exceeds the supply especially in case of 200ml andpet bottles. Few shop owners‟ claimed that many a times no supply is made for 3 days andsometimes even more.Sometimes the delivery vans of Coca-Cola starts late from the distribution point and that ofrivals reach early .so eateries, which generally serve soft drinks in the glass, buy the softdrinks from the delivery van which arrives first.Salesman at the delivery van to be inconsistent on certain meters likes the concept of broken bottles.When dealing with the shop and the eatery owners some salesman do exchange bottles while some donot?All flavors and all size of bottles are kindly available in the market. 2. COMPANY REPRESENTATIONOwners confirmed that Company representatives don‟t come when called repeatedly.The Company must ensure that the representatives do visit an outlet at least once in 3 days tolisten and to attain to complaints, if any. 66
  • 67. CONCLUSION From this summer training and project titled Comparative Analysis of Coke & Pepsi(with reference to Moradabad region) , I have learned a lot about real practical work beingdone in the market I have also watched & learned the practical applicability of the variousthings that we have studied theoretically. I observed on the basis of survey in Agra city that Coca-Cola lay emphasis onmerchandising in order to become the No.1 brand in soft drink industry the report was foundout the availability of different flavor and packs. Cola-Cola adopt a good customer relationship management, it focuses on the, segmentof the product because each segment is affected by different sets of factor which hamper orenhance sales. Each segment had its own Pros & Cons. So we have to understand the varioussegment of soft drink industry that which flavor exists in the market, Such as Thums-upstrong brand of coke which is more popular in young generation. I also observe about fatedealer, sub dealer, monopoly counter & its marketing strategy. Such as fate dealer isinfluence wrong direction to the market. They are supply product at high margin with lowscheme. 67
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  • 69. BIBLIOGRAPHY1. Research Methodology, Kothari. C.R., Research Methodology Methods & Techniques, New-Delhi, Wishwa Prakashan, edition 2003.2. Multi Level & Direct Marketing, Branding, Kotler, Philip., Marketing Management, Delhi, Pearson Education (Singapore) Pte. Ltd, 11th edition.3. Marketing Strategy, Varshney, R.L. & Bhattacharya, B., International Marketing Management, New-Delhi, Sultan Chand & Sons edition 2003.4. Company Profile, Web-Site:- www.coca-cola.com http://www.coca-cola.com5. Merchandising & Route Productivity, www.ask-jeeves.com, www.distributing-company.com.6. Retailing, Company Souvenirs. 69
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  • 71. QUESTIONNAIRE1. Which flavour do you like most? (a) Cola (b) Citric (c) Orange (d) Lemon (e) Others. 2. Do you give importance to brand name while choosing your cold drink? (a) Yes (b) No (c) Can‟t Say 3. Which brand you prefer most? (a) Coke (b) Pepsi (c) Both (d) Others 4. Which brand is more available in your retailer’s shops? (a) Cola (b) Citric (c) Fruit Flavored. 5. Which brand of cold drink do you find most in your college canteen/colony/locality? (a) Coke Brand (b) Pepsi Brand (c) Others. 71
  • 72. 6. In your opinion which soft drink is better in taste flavor? (i) In Cola Flavor (a) Coke (c) Pepsi (ii) In Citric Flavor (a)Sprite (b) Mountain Dew (c) 7`Up (iii) In Orange flavor(a Fanta (b) Miranda Orange (c) Others.(iv In mango Flavor.(a) Mazza (b) Slice (c) Others.7. Which brand advertisement appeals you most?(a) Coke (b) Pepsi (c) Others.8. You like the product which is promoted by the celebrity?(a) Yes (b) No (c) Can‟t Say9. Do you think that the pricing strategy adopted by the cola companies fascinatethe consumer?(a) Yes (b) No (c) Can‟t Say 72
  • 73. Thank You, MANDEEP GORAYA73