Rohan naik coco cola marketing project.

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SUMMER TRAINING PROJECT REPORT
FOR
HINDUSTAN COCA-COLA BEVERAGES PVT. LTD.
SUBMITTED IN PARTIAL FULLFIMENT OF MBA
PADMASHREE DR. D. Y. PATIL
UNIVERSITY
UNDER GUIDANCE OF
Mr. RAMESH GAWDE
SUBMITTED BY
ROHAN .P.NAIK

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DECLARATION
I Rohan Naik hereby declare that this project report titled
COMPARISION OF COKE VS PEPSISCHEME is an original work
done by me under the guidance of Mr. RAMESH GAWDE (AREA SALES
MANAGER). I further declare that it is my original work as a part of my
academic course.

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ACKNOWLEDGEMENT
A compendium is never the work of one individual – more a combination of
ideas, suggestion and contribution involving many hands.
My debts are too numerous to be acknowledge individually. A large number
of individuals have contributed directly and indirectly in the completion of this
project. I am immersing thankful to PADMASHREE DY PATIL
UNIVERSITY
It is pleasure to express my gratitude for the assistance received from them.
Hence I would like to take this opportunity to thank them wholeheartedly for
helping me in preparing this project.

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SR NO INDEX PG NO
1 TITLE PAGE 2
2 ACKNOWLDGEMENT 3
3 INTRODUCTION 5
4 COCA-COLA HISTORY 6
5 RESEARCH OF COCA-COLA IN DHARAVI 15
6 B C G MATRIX 17
7 PORTER THEORY 18
8 PRICE OF THE PRODUCT 27
9 SWOT ANALYSIS 38
10 READY STOCK AND PRESALES 47
11 RESEARCH MEHDOLGY 48
12 CONCLUSION 51
13 SUGESTION 52
14 QUESTIONNAIRE DESIGHN 53
15 QUESTIONNAIRE 55

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EXECUTIVE SUMMARY
The Cocacola Company was established by DoctorJohn Pemberton a
pharmacist from Atlanta, Georgia as a medicine company. Originally intended as a
patent medicine when it was invented in the late 19th century by John Pemberton
Coca-Cola was bought by businessman As a Griggs Candler, whose marketing
tactics led Coke to its dominance of the world soft-drink market throughout the
20th century. The Coca-ColaCompany is the world’s leading manufacturer,
marketer and distributor of non alcoholic beverage concentration and syrup used to
producenearly 400 brands.
Coca-Cola was the leading soft drink brand in India until 1977 when it left
rather than reveals its formula to the government and reduces its equity stake as
required under the Foreign Exchange Regulation Act (FERA) which governed the
operations of foreign companies in India. After a 16-year absence, Coca-Cola
returned to India in 1993, cementing its presence with a deal that gave Coca-Cola
ownership of the nation's top soft-drink brands and bottling network.
Coke’s acquisition of local popular Indian brands includes Thumps Up, Limca, and
Maaza
The scopeofthe project is to study the problem faced by coca cola in
Dharavi area. Dharavi is the Asia's largest slum and administrative ward, over parts
of Sion, Bandra, Kurla and Kalin.a suburbs of Mumbai, India .It is sandwiched
between Mahim in the west and Sion in the east, and spread over an area of 175
hectares, or 0.67 square miles.
Cocacola is struggling to achieve its place in Dharavi area. Products like
Nimbu Fresh, Fanta and Limca lags behind to impress people in this area. While
Thumps Up, Maaza, Sprite is doing well. Cocacola have to play a challenging role
to achieve its place as a soft drink company. Cocacola will have to impress the
outlets in this area as it has done in other areas. Mentality of people here is
different compared to other places.

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THE COCA-COLA COMPANY
HISTORY
Coca-Cola was first introduced by John Syth Pemberton, a pharmacist, in the year
1886 in Atlanta, Georgia when he concocted caramel-colored syrup in a three-
legged brass kettle in his backyard. He first “distributed” the product by carrying it
in a jug down the street to Jacob’s Pharmacy and customers bought the drink for
five cents at the soda fountain. Carbonated water was teamed with the new syrup,
whether by accident or otherwise, producing a drink that was proclaimed
“delicious and refreshing”, a theme that continues to echo today wherever Coca-
Cola is enjoyed.
Dr. Pemberton’s partner and book-keeper, Frank M. Robinson, suggested the name
and penned “Coca-Cola” in the unique flowing script that is famous worldwide
even today. He suggested that “the two Cs would look well in advertising.” The
first newspaper ad for Coca-Cola soon appeared in The Atlanta Journal, inviting
thirsty citizens to try “the new and popular soda fountain drink.” Hand-painted oil
cloth signs reading “Coca-Cola” appeared on store awnings, with the suggestions
“Drink” added to inform passersby that the new beverage was for soda fountain
refreshment.
By the year 1886, sales of Coca-Cola averaged nine drinks per day. The first year,
Dr. Pemberton sold 25 gallons of syrup, shipped in bright red wooden kegs. Red
has been a distinctive color associated with the soft drink ever since. For his
efforts, Dr. Pemberton grossed $50 and spent $73.96 on advertising. Dr.
Pemberton never realized the potential of the beverage he created. He gradually

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sold portions of his business to various partners and, just prior to his death in 1888,
sold his remaining interest in Coca-Cola to As a G. Candler, an entrepreneur from
Atlanta. By the year 1891, Mr. Candler proceeded to buy additional rights and
acquire complete ownership and control of the Coca-Cola business. Within four
years, his merchandising flair had helped expand consumption of Coca-Cola to
every state and territory after which he liquidated his pharmaceutical business and
focused his full attention on the soft drink. With his brother, John S. Candler, John
Pemberton’s former partner Frank Robinson and two other associates, Mr. Candler
formed a Georgia corporation named the Coca-Cola Company. The trademark
“Coca-Cola,” used in the marketplace since 1886, was registered in the United
States Patent Office on January 31, 1893.
The business continued to grow, and in 1894, the first syrup manufacturing plant
outside Atlanta was opened in Dallas, Texas. Others were opened in Chicago,
Illinois, and Los Angeles, California, the following year. In 1895, three years after
The Coca-Cola Company’s incorporation, Mr. Candler announced in his annual
report to share owners that “Coca-Cola is now drunk in every state and territory in
the United States.”
As demand for Coca-Cola increased, the Company quickly outgrew its facilities. A
new building erected in 1898 was the first headquarters building devoted
exclusively to the production of syrup and the management of the business. In the
year 1919, the Coca-Cola Company was sold to a group of investors for $25
million. Robert W. Woodruff became the President of the Company in the year
1923 and his more than sixty years of leadership took the business to unsurpassed
heights of commercial success, making Coca-Cola one of the most recognized and
valued brands around the world.

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HINDUSTAN COCA-COLA BEVERAGES
PRIVATE LIMITED (HCCBPL)
ABOUT THE COMPANY
Coca-Cola was the leading soft drink brand in India until 1977, when it left rather
than reveals its formula to the Government and reduces its equity stake as required
under the Foreign Regulation Act (FERA) which governed the operations of
foreign companies in India. Coca-Cola re-entered the Indian market on 26th
October 1993 after a gap of 16 years, with its launch in Agra. An agreement with
the Parle Group gave the Company instant ownership of the top soft drink brands
of the nation. With access to 53 of Parle’s plants and a well set bottling network,
an excellent base for rapid introduction of the Company’s International brands was
formed. The Coca-Cola Company acquired soft drink brands like Thumps Up,
Gold spot, Limca, Maaza, which were floated by Parle, as these products had
achieved a strong consumer base and formed a strong brand image in Indian
market during the re-entry of Coca-Cola in 1993.Thus these products became a
part of range of products of the Coca-Cola Company.
In the new liberalized and deregulated environment in 1993, Coca-Cola made its
re-entry into India through its 100% owned subsidiary, HCCBPL, the Indian
bottling arm of the Coca-Cola Company. However, this was based on numerous
commitments and stipulations which the Company agreed to implement in due
course. One such major commitment was that, the Hindustan Coca-Cola Holdings
would divest 49% of its shareholding in favor of resident shareholders by June
2002.

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Coca-Cola is made up of 7000 local employees, 500 managers, over 60
manufacturing locations, 27 Company Owned Bottling Operations (COBO), 17
Franchisee Owned Bottling Operations (FOBO) and a network of 29 Contract
Packers that facilitate the manufacture process of a range of products for the
company. It also has a supporting distribution network consisting of 700,000 retail
outlets and 8000 distributors. Almost all goods and services required to cater to the
Indian market are made locally, with help of technology and skills within the
Company. The complexity of the Indian market is reflected in the distribution fleet
which includes different modes of distribution, from 10-tonne trucks to open-bay
three wheelers that can navigate through narrow alleyways of Indian cities and
trademarked tricycles and pushcarts.
“Think local, act local”, is the mantra that Coca-Cola follows, with punch lines like
“Life ho to aisi” for Urban India and “Thanda Mat lab Coca-Cola” for Rural India.
This resulted in a 37% growth rate in rural India visa-vie 24% growth seen in
urban India. Between 2001 and 2003, the per capita consumption of cold drinks
doubled due to the launch of the new packaging of 200 ml returnable glass bottles
which were made available at a price of Rs.5 per bottle. This new market
accounted for over 80% of India’s new Coca-Cola drinkers. At Coca-Cola, they
have a long standing belief that everyone who touches their business should
benefit, thereby inducing them to uphold these values, enabling the Company to
achieve success, recognition and loyalty worldwide.

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MANIFESTO FOR GROWTH
VALUES:
Coca-Cola is guided by shared values that both the employees as individuals and
the Company will live by; the values being:
 LEADERSHIP: The courage to shape a better future
 PASSION: Committed in heart and mind
 INTEGRITY: Be real
 ACCOUNTABILITY: If it is to be, it’s up to me
 COLLABORATION: Leverage collective genius
 INNOVATION: Seek, imagine, create, delight
 QUALITY: What we do, we do well

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MISSION
 To Refresh the World... In body, mind, and spirit
 To Inspire Moments of Optimism... Through our brands and our actions
 To Create Value and Make a Difference... Everywhere we engage.
VISION FOR SUSTAINABLE GROWTH
 PROFIT: Maximizing return to shareowners 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: Bringing to the world a portfolio of beverage brands that
anticipate and satisfy peoples’ Desires and needs.
 PARTNERS: Nurturing a winning network of partners and building mutual
loyalty.
 PLANET: Being a responsible global citizen that makes a difference.

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Coca – cola logo
The famous Coca-Cola logo was created by John Pemberton's bookkeeper, Frank
Mason Robinson, in 1885. Robinson came up with the name and chosethe logo's
distinctive cursive script. The typeface used, known as Spenserian script, was
developed in the mid 19th century and was the dominant form of formal
handwriting in the United States during that period.
Robinsonalso played a significant role in early Coca-Colaadvertising. His
promotional suggestions to Pemberton included giving away thousands of free
drink coupons and plastering the city of Atlanta with publicity banners and
streetcar signs.
The World’s Most Powerful Brand
Interbrand’s Global Brand Scorecard for 2003 ranked Coca-Cola the #1 Brand in
the World, estimated its brand value at $70.45 billion .The ranking’s methodology
determined a brand’s valuation on the basis of how much it was likely to earn in
the future, distilling the percentage of revenues that could be credited to the brand,
and assessing the brand’s strength to determine the risk of future earnings
forecasts. Considerations included market leadership, stability, and global reach,
incorporating its ability to cross bothgeographical and cultural borders.
From the beginning, Coke understood the importance of branding and the creation
of a distinct personality. Its catchy, well-liked slogans (“It’s the real thing” (1942,
1969), “Things go better with Coke” (1963), “Cokeis it” (1982), “Can’tbeat the
Feeling” (1987), and a 1992 return to “Can’t beat the real thing”) linked that
personality to the core values of each generation and established Coke as the

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authentic, relevant, and trusted refreshment of choice across the decades and
around the globe.
COMPANY PROFILE
HINDUSTAN COCA-COLA BEVERAGES PVT LTD
This is bhandup ware house of cocacola. The production department is in Wada. It
is Asia’s second largest ware house. It has three ware house in Mumbai that is in
thane, cottongreen and bhandup. In this ware house they store all products ofcoca
cola such as cocacola, coke diet. Thumps up, fanta, limca, sprite, maaza, kinley
mineral water, minute maid all flavors and etc.
There is 103 staff in this ware house. Every day between 70 to 80 trucks goes to
their destination.
There is primary and secondaryservice. In primary services the coca-colatruck
come from Wada. And in secondarythe coca-cola trucks goes out from bhandup
warehouse and sell their products to their destination.
In 1993, the world renowned soft drink giant - Coca-Colaentered India and bought
over PARLE brand of soft drink products, being one of the star bottlers of PARLE
the Group switched to manufacturing, bottling & marketing of Coke brand of soft
drink products.

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ORGANISATIONAL STRUCTURE OF BHANDUP OFFICE(HCCBL)
GM
ASM
STL MOE
PRESALER SALESMAN LABOUR

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RESEARCH OF COCA- COLA PRODUCTS IN DHARAVI
My project includes research of sales of Coca-Cola products in Dharavi area. In
this area, as per the research people prefer Thumps Up, Sprite and Maaza
compared to Coca-Cola. As observed, Coca-Colalags behind to impress people in
Dharavi.
Some problems faced are:
 This area has maximum numbers of bars; they have experienced some
problem with the Kinley soda. People in the bars do not prefer Kinley as it
has less fizz and so it does not attract many customers.
 Also, the price of the Kinley water is relatively higher than the rival so,
people prefer the water of other companies in comparison with Coca-Cola.
 Outlets need some profitable schemes in this area to promote Coca-Cola, but
as per the research the schemes provided by Coca-Colaare not satisfactory
according to the outlets.
 Rival provides better services in comparison to Coca-Cola.
 Cooler is one of the biggest strength which is used in the outlet. Comparing
with rival softdrink then coca-cola.
 The major issue is to improve more the service of coca-cola company. They
should look into the feedback system. And give them answer as early as
possible.

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WAREHOUSING AND DELIVERY
In order to make sure the freshest beverages possible get to you, each warehouse
must efficiently manage the thousands of beverages cases produceeach day. From
the warehouse, beverages are loaded onto the distinctive trucks.
The coca-colaproducts are manufactured in Wada. There is a plant. From the
production it goes to the ware house. There are three ware houses in Mumbai.
It is the storage area. They are in thane, bhandup and cotton green. The trucks
come from the Wada that is the primary function and in secondaryfunction the
goods are deliver to outlets, distributors and etc. so this is how the process is done.
In bhandup ware house it has a capacity to store around 45000 crates. Currently it
stores around 6000to 7000 crates.
These are some brands of coca-cola which is available in ware
house.
BRANDS IN INDIA:

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BCG (BOSTON CONSULTING GROUP) APPROACH
In the BCG approach, a company classifies all its Bus according to the growth
sharematrix. Coke is one of the main product lines of the Coca Cola Company. It
is the one which is giving maximum revenues to it by different products in this
line. Here wehave classified some of its major products in the BCG matrix on the
basis of their fame and liking of the people.
Stars - Coke ? – Kinley, Diet coke, Nimbu
fresh, Pulpy orange
Cash cows - Sprite Thumps
up
Dogs - Kinley soda

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Michael Porters Five Force Analysis
THREAT OF NEW ENTRY
As there is no report of any new company entering the Beverage market as
it requires large amount of capital.
COMPETITIVE RIVALRY WITH INDUSTRIES
There is only two Soft drink which are leading in the market that is coca-colaand
Pepsi. No other soft drink can stand beside them as they have brand.
THREAT FROM
NEW ENTRY
COMPETITIVE
RIVALRY WITH
INDUSTRIES
THREAT OF
SUBSTITUE
PRODUCTS
BARGAINING
POWERS OF
BUYERS
BARGAINING
POWER OF
SUPPLIERS

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THREAT OF SUBSTITUTE PRODUCT
In today’s market people believe on brands. If there is no coke people will prefer
Pepsiin cola flavor. And if no Pepsithan vice a versa.
BARGAINING POWER OF BUYERS
It is very high due to the presence of various brands and also the
unorganized sector.
This gives the buyer a wide variety of brands to choosefrom.
There is additional pressure from buyer to introduce schemes and reduction
in cost.
BARGAINING POWERS OF SUPPLIERS
The bargaining power of
Suppliers are very low.
As the coca cola company have developed captive suppliers&
entered into a contract.
So the company is not at the mercy of the suppliers.

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PRODUCTS
The Coca-Cola Company offers a wide range of products to the customers
including beverages, fruit juices and bottled mineral water. The Company is
always looking to innovate and come up with, either complete new products or
new ways to bottle or pack the existing drinks. The Coca-Cola Company has a
wide range of products out of which the following products are marketed by
HCCBPL:
 In the Cola Section:
 In the Lemon section:

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 In the Juice section:
 In the Soda Water and Bottled Mineral Water section

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PRODUCT PROFILE OF COCA-COLA
There are some brands of coca-cola in India and they are differ in
taste, flavor and also in their colors.
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
Thumps-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 color, which is
Similar to that of clouds. It has to yield good sales revenue. It is
generally preferred by Children & Women.

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4. FANTA
FANTA ORNAGE, It is orange flavor & preferred by Children &
Women.
5. 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.
6. KINLEY SODA
This is a soda drink. It has no color and no flavor. It is generally used
with alcohol and used by adults.
7. SPRITE
Sprite is a good product at cola and contains at lemon flavor. And
preferred by all age of people.
8. KINLEY WATER
Kinley water is a fresh and mineral water and market competitor of
Bisleri and Aquafina.

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9. MINUTE MAID
In Minute maid pulpy orange cold drink no gas only based on orange
juice. It is a non-aerated soft drink and market competitor of Tropicana
Twister.
10. DIET COKE
Diet Coke is sugar free flavor. Diet Coke is mostly preferred by Sugar Free
patients.
PRODUCT MIX
Products
The group manufactures and markets Carbonated and Non-Carbonated Soft
Drinks and Mineral Water under CocaCola brand. The various flavors and
sub-brands are- CocaCola, Thumps Up, Sprite, Limca,Fanta, Fanta Apple,
Mazza, Pulpy Orange, Kinley Soda, Kinnley Water.
CAN
Diet Coke, CocaCola, Thumps Up, Sprite.

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Brand available in 200ml.
1. Coca Cola
2. Thumps Up
3. Sprite
4. Limca
5. Mazza
6. Mazza Tetra Pack
Brand available in 330ml.
1. Thumps Up
2. Sprite
3. Limca
4. Kinley Soda
Brand Available in CAN
1. Diet Coke
2. Coca Cola
3. Thumps Up
4. Sprite
5. Fanta

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Brand Available in (600ml)
1. Coca Cola
2. Thumps Up
3. Sprite
4. Mazza
Brand Available in (1Ltr)
1. Kinley Water
2. Pulpy Orange
3. Maaza
Brand Available in (1.25 Ltr)
1. Coca Cola
2. Thumps Up
3. Sprite
4. Limca
5. Fanta
Brand available in (2 .25Ltr)
1. Coca Cola
2. Thumps Up
3. Sprite
4. Limca
5. Fanta

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PRICE OF THE PRODUCTOF COKE AND PEPSI
PRICE OF THE PRODUCT OF COKE
Product Bottle in MT Mrp price(solo)
Coke(200ml) 24 8
Other (200ml) 24 10
Other Can(300ml) 24 22
Coke can(300ml) 24 20
Coke Pet bottle(600ml) 24 27
Other pet bottle(600ml) 24 29
Maaza pet bottle(600ml) 24 30
Maaza tetra
pack(200ml)
27 12
1.25 ltr (coke ) 12 35
1.25ltr (sprite,Thums
up)
12 38
1.25ltr(Fanta,Limca) 12 42
1.50ltr(all) 12 50
2.25ltr (coke) 9 55
2.25ltr(Thumps up,
Sprite)
9 59
2.25ltr(Fanta,Limca) 9 65

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PRICE OF THE PRODUCT OF PEPSI
Product Bottle in MT Mrp price(solo)
200 ml Pepsi 24 8
200 ml Slices 24 10
200 ml Miranda 24 10
200 ml Mountain Dew 24 6
Pepsi 600ml all brands 24 29
Pepsi I lit all brands 12 35
Mirinda2lit 12 60
Pepsi 2 lit 12 60
Details of actual work undertaken
Cocacola has its own management system which is a major tool that helps
management in problem solving and framing marketing strategy.
Followings are done in Bhandup during the internship of 2 months.

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 ROUTE TRAVELLING
 OBSERVE MARKET FOR 200ML RGB
 MERCHANDISING IMPACTING (MIT)
 SCOPE OF OPPORTUNITY FOR OPENING NEW
OUTLETS
 COKE VS PEPESI
 DEVELOPMENT/IMPROVEMENT/COMPLAINTS
 PRESELL ORDER
 DSR (DAILY SURVEY REPORT)
ROUTE TRAVELLING
Route travelling was the firstthing done during 2 months of internship.
In route travelling the task was to go along with salesman in truck, the main
motive of route travelling is to see how orders being taken from vendors and
different schemes being told by salesman, schemes changes daily.
Through route travelling it came to know that outlets are classified in two
categories which are as follow -:

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OBSERVE MARKET FOR 200ML RGB
In two months internship another task was given to observe market200ml bottle i.e.
“CHOTACOKE”. Task was to go to vendors, tell them about the availability of
the product. In recently coca-colahas reduced price of 200 ml coke from 10 rupees
to 8 rupees. Has affected the sales. In 200 ml rgb scheme was with every any
flavor of one crate on coke bottle is free.
MERCHANDISING IMPACTING (MIT)
This was another task that was given to me. to go with MD that is (market
developer ) and check out each outlet under the area of Market developer. Main
motive of market impacting are as follow
 To see that if all products are available at that particular outlet or not,
If not then products are being made available to vendors.
 To see Visi-cooler is at prime location or not
 Products are arranged in COLAGE in Visi-cooler, Sequence of COLAGE is
COKE, Fanta, Sprite, Limca, Thumps up, Maaza, Minute-maid and Kinley.
 Any problem being faced by him regarding stocks and services.

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SCOPE OF OPPORTUNITY FOR OPENING NEW
OUTLETS
This was another very interesting task that was given. Main motive was to open
new outlets. In this Visi-cooler i.e. SGA (Sales Generating Asset) was to be
provided to the new outlet. Main focus for opening new outlet.
The procedurewas to fill the form that is EDS form and if company wants to
provide them cooler than there is another form that is new entity form bhandup.
It requires vendor’s telephone/electricity bill, ration card and his outlet name
stamp.
COKE VS PEPESI
COKE v/s PEPSI
 coke
 Cocacola
 Thumps Up
 Sprite
 Limca
 Fanta
 Maaza
 Kinley Soda
 Kinley Water
 Minute maid
 Pulpy orange
 Nimbu Fresh
 Mango

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 PEPSI
 Pepsi
 7 Up
 Lemonade
 Miranda
 Slice
 Duke’s Soda
 Aquafina Water
PEPSI
History
Pepsiwas first introduced as "Brad's Drink" in New Bern, North Carolina, United
States, in 1898 by Caleb Brad ham, which made it at his home where the drink was
sold. It was later labeled PepsiCola, named after the digestive enzyme pepsin and
kola nuts used in the recipe. Brad ham sought to create a fountain drink that was
delicious and would aid in digestion and boostenergy.

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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 its
sales and operating profits from its snack foods and restaurant business.
Pepsi started its commercial production in 1990 with plants, one at
Channo (Sangrur) and other at Jahura (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. Its
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 core 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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Schemes provided by Coca cola& Pepsi to the outlets
Coca-cola SCHEMES
 With the box of cans (24 cans), company provides 2 cans of coke free.
 In coke purchase 6oo ml 1 box and get one coke bottle free.
 With the box of RGB (24 bottles), company provides 1 cokebottle free.
 With the bottle of 2.25 liter, a tetra pack of maaza is free (this is a short term
scheme).
 With the box of 1 ltr bottle of Kinley the company provides 2 bottles of 1 ltr
free.
 Pet 600 ml sodapurchase 3 boxand get 12 sodabottle and 1 umbrella free
 Purchase 2 box maaza 600 ml and get 3 bottles free.
PEPSI SCHEMES
 In Pepsipurchase 3 box of tin and get 8 tin free.
 In Pepsipurchase 600 ml 1 box and get 4 mineral bottles free.
 In Pepsithey provide no scheme in 200 ml.
 In Pepsipurchase one box of 2 liter and get I bottle free.
 In 1 liter purchase one boxof Pepsiand get 12mineral bottle free.

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DEVELOPMENT/IMPROVEMENT/COMPLAINTS
Development/ Improvement/Complaints Performa were made for the vendors. In
this all the complaints were registered which were facing by the outlet owners; this
was done to improve the services of Coca-Cola and to make development.
It was found that majority of share of Coke in dharavi area are not satisfied with
Coke, they have complaints moreover they are happy to sell Pepsiinstead of Coke.
They just keep Coke becauseof consumer demand else they are not satisfied.
Rests who are satisfied are either monopoly counter of Coke or Discounted outlets
or has good relationship with the salesman.
Through this it was found that services of Pepsiare far better than Coke and
margin is also little higher in case of Pepsi.
Mostly complaints of Outlets are as follow:-
 Replacement was not done of breakage, expired products, regarding Quality.
 Margin is high in case of Pepsias compare with Coke.
 Visi-cooler problem not working well or require bigger Visi-cooler as
formalities has been done still nothing done.
 Schemes were not given to them.

36
DEVELOPMENT/IMPROVEMENT/COMPLAINTS
DSR was to get how much stockdoes the particular outlet has. In this to get the
mobile number of the owner so that daily message being send to the owner
regarding the Schemes, in Coke schemes changes every day. It also helps to
compare the stock between Coke and Pepsiavailable at outlets.
Below is Performa which was needed to be filled up:-
SECTOR-EDSR DATE-
Outlet name
Phone
no.
Visi
Empty
RGB
600 Pet
2L
PET
Soda Pet Cans Water
K
o
Pc Ko Pc
K
o
Pc
K
o
Pc Ko Pc
K
o
Pc
K
o
Pc
Performa need to be filled in numbers that how much stock does outlet has.
KO – Coca-Cola
PC – Pepsi

37
PRESELL ORDER
Presell order was to get order one day prior of the delivery. Orders were taken
from the vendors one day before and delivery was given next day. This was done
because vendors were facing problems regarding the brand package size that are
not available when they want. If any scheme is there than presaler will inform him.
So this is how presaler works.
Based on volume pattern
VOLUME
DIAMOND GOLD SILVER BRONZE

38
DIAMOND:- Thoseoutlets are known as Diamond outlets wherethe annual sale
of Coca cola softdrinks is more than 800 crates.
GOLD: - Thoseoutlets are known as Gold outlets wherethe sale is in between 500
crates to 800 crates per annum.
SILVER: - Thoseoutlets are known as Silver outlets where the sale is in between
200 to 499 crates per annum.
BRONZE:- Those outlets are known as Bronzeoutlets wherethe sale is less than
200 crates per annum.
Swot analysis
STRENGTH
 Cocacola has a brand worldwide.
 People rely on quality.
 The promotion strategy of the CocaCola Company is excellent.
Usually it employs the movie stars like Aamir Khan, Hrithik Roshan
etc. and recently cricketer like sachin tendulkar.
 The CocaCola Company usually has contracts with the big
restaurants suchas McDonald so that the softdrinks of the company
can be linked with the food of the restaurant. Hence, more people can
consume the drinks and the profit of the company can be maintained.

39
WEAKNES
 Customer feedback system is not effective.
 Compared with Pepsi, Coca-cola is struggling behind.
 People prefer Thumps Up and Sprite compared to CocaCola in
Dharavi area.
 It is also struggling with Nimbu Fresh, Limca and Fanta.
OPPORTUNITY
 Company should provide more schemes.
 Cocacola can create more monopoly outlets by giving some schemes
and coolers.
 If there is a new outlet or they don’thave visi cooler then with the
help of presaler they can convince them to take visi cooler as visi
cooler is the strength of the company.
THREATS
 As in Dharavi area coca-colais struggling like pet 600 ml.
 Kinley sodahas less fizz compared to other soda.
 Kinley’s mineral water costis relatively high when compared with rivals.
 Rivals provide payments to the outlets for hoardings.

40
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.

41
Some pictures of advertising

42
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.

43
R.E.D CONCEPT
R.E.D is the survey method that company started earlier. For the
survey of R.E.D., Company has the person who does the red activity. He can
be the presaler or MD that is market developer. This survey is very
important as per company point of view. He checks the cooler and gives
points. He has to provide pure cooler for company.
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-colain 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. Activation is done through boards i.e.

44
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?
 GROCERYS
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

45
 E&D TYPE 1
The outlet does not have place to sit. It includes Bakery, Sweet shops, QSR,
Juice Centers, Soft Drinks Shops etc.
 E&D TYPE 2
The outlet should have a place to sit. It includes Sit down Restaurants, Bars,
Dhabas, and Cafes etc.
 CONVIENCE
Which includes outlets which are small stores or shops, generally accessible
locally these are often located alongside busy roades Itincludes Chemists,
STD Booths, and 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 200-499c/s per year.
 GOLD
Those outlets, which sells 500-799c/s per year.

46
 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.
CLUBBING AND RANGE SELLING
CLUBBING
Clubbing is also one type of marketing. Clubbing is done if sales target
is low in some areas. Clubbing is used as a last option when the chances
of sales are very low.
Clubbing is to add goods of two places into the truck.
E.g. Goods forGhatkopar and Vidyavihar outlets are merged into one
truck. Clubbing is not beneficial.
RANGE SELLING
Range selling is one of the most common aspects used in marketing.
It is very common in dharavi areas where people’s incomes are very low
they can’t afford everything, for them range selling is bestoption. Range
selling can be done in 200 ml, 330 ml, 350 ml, 600ml, 1.25ml, 2.25ml
and etc. It giver different flavor to the outlets.
For example in an outlet called Public Telephone Booth the range selling
was 5 Maaza, 6 Coke,7 Fanta, 6 Sprite.
This can have different range.

47
READY STOCK
Ready stockis an old form of business. It is according to the outlets requirements.
Here Salesman works without a proper PJP.
Salesman generates orders and delivers goods at the same time. Here he does not
convince. He gives what outlets wants. And there is no any fixed target. Here an
entire favor goes in the hands of vendors. It is Low capacity utilization of delivery
vehicle. And Company’s span of control till distributor.
PRE – SALE
This is the new conceptthat had started from the year 2007. In the Pre-Sale
the company takes order one day before and accordingly company delivers
their products foreach route. In presale the entire pressure is on the presaler
himself. He has to convince them to give order. His main motive is to
complete the sales target. And he has to give report in the office.
He is worked under sales officer. He has to fallow his order and complete
the sales target on time.
This was done becausevendors were facing problems regarding the brand
package size that are not available when they want. If any scheme is there
than presaler will inform him. So this is how presaler works. Company gets
control over retailers. High capacity utilization of delivery vehicle.

48
Objectives of the study:-
 The main objective of this study lies in studying and understanding Market
which comprises of retailers perception and opinion about the product200
ML RGB.
 To find out competition provided by its competitors and the extra benefits or
offerings or services provided by its competitors. Like schemes etc.
 Also see the difference between the ready stockand presales in dharavi
areas.
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.

49
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.
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
dharavi area of Mumbai.

50
Sampling plan: sampling plan consists of
I. Sampling unit: The retailer of Grocery shop, general
store, and Restaurants was selected from different places
of dharavi.
II. Sampling size: 50 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
V. Interviewed: at their retail counter.
2) Secondary data collection: As secondary data some information
was not available with shopkeepers as well as stockiest, so these were
collected from company records.

51
CONCLUSION
Thus marketing role plays an important role in achieving objectives of a company.
Undoubtley value utility is created by the manufacture of productor service but
time and place utility are created by marketing role.
According to peter drucker both market and distribution channels are often more
crucial then the product.
As Coca-Cola is one of the biggest soft drink making company. It faces problem in
dharavi areas. Where people prefer thumps up and sprite. Especially the 600 ml pet
is struggling behind compared with other products.
The company should try to improve the schemes specially the coke.
People in dharavi area are not highly educated. Hence it will take some time to fit
in that area.

52
SUGGESTION
 Services System should improve in the areas like dharavi areas.
 The company should more effectively handle visicooler complaints.
 Company should ensure, the schemes reaches the outlet
 Cooler purity should be treated as priority.
 Overall service should be improves for more Sale and to be the
Market leader.

53
QUESTIONNAIRE DESIGN
First of all for designing the questionnaire, there are scaling techniques available
like:
1) Comparative Scales.
a) Paired Comparison
b) Rank order
2) Non – Comparative Scales
c) Continuous Rating Scales
d) Itemized Rating Scales
 Likert Scale
Out of all these mentioned techniques for designing the questionnaire, I have opted
for Comparative Scale Technique since this way it becomes much more easy for
answering the questions and also the context in which the questions have been
asked, gets delivered across to the other party easily. And thus we can analyze the
responses in a better way.
Method of Data Collection
Data collection means gathering information to address those critical evaluation
questions that were identified earlier in the evaluation process.Data was collected
by conducting opinion surveys by filling out questionnaires on paper through
asking with each outlet.

54
Data Collection:
The data was collected through survey.
Retailers
Here retailer was the informer for us.
Number of retailer who were survey through personal interview – 50
Sampling
Sampling involves selecting units from a population of interest so that by studying
the sample one can fairly.
Sampling technique
Sample Type: “NonProbabilistic” Convenience sampling was followed.
Convenience sampling is used in exploratory research where the researcher is
interested in getting an inexpensive approximation of the truth. As the name
implies, the sample is selected as per the convenience
Sample size: 100

55
COCA – COLA
QUESTIONNAIRE
1) Which productof coke in 600 ml is preferred more by the customers?
a. Coke b. Thumps up c. Sprite d. Limca
e. Fanta f. Maaza
2) How would you rate pre-seller service?
a. very good b. Excellent c good average Below average.
3) Which softdrink company provides better schemes?
a. coca-colab Pepsi
4) How would you rate ready stockdeliver service?
a. very good b. Excellent. c.good d average e below average.
60%
40%
percent
thumsup,sprite,maaza
Cokes and others

56
5) Do you think rate of 200 ml of coke which is available at rupees 8 is worthy?
a. Yes b no
6) Which packs sells more?
a.RGB
b.PET
7) Are you aware of kinley soda?
a. yes b. no
8) Which quantity of pack sells more?
a. 200ml b.600mlc.1.25lit d.2.25ml
9) Do you find the display attractive of?
a) Coke b) Pepsi c) both
10) What are the peak selling hours of this outlet?
a. 10 am - 12am b. 4pm - 6pm
c. 6 pm - 9 pm d. Any others
11) In can which soft drink people prefer form your outlet?
a. Coke product
b. Pepsi product

57
12) Which Soft drink company provides better promotion strategy in you outlet?
a. coca-colab. Pepsi
13) Which companies productsell more Pepsior coke in 350/250PET?
30%
30%
40%
can
pepsi
coke
clou9 and red bull
60%
40%
350/250ml
pepsi
coke

58
14) Which productof coke in 2.25 lit is preferred more by the customers?
a. Coke b. Thumps up c. Sprite d. Limca e. Fanta
15) Any improvement, you want in our services?
Type of outlet-
Telephone no / mobile no Stamp-

Rohan naik coco cola marketing project.

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