Coca cola hindystan coca-cola (2)

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Coca cola hindystan coca-cola (2)

  1. 1. Project Report On MARKET SHARE AND DISTRIBUTION CHANNEL OF COCA-COLA Submitted for the partial fulfillment of the Award of MASTER OF BUSINESS ADMINISTRATION (Session 2010-2011) SUBMITTED BY: MOHD. ASIF MBA-III Sem. Roll No.: 0903270025 UNDER THE GUIDANCE OF Mr. Ajay Singh DEPARTMENT OF MANAGEMENT ABES ENGINEERING COLLEGE, GHAZIABAD AFFILIATED TOGAUTAM BUDDH TECHNICAL UNIVERSITY, LUCKNOW
  2. 2. CANDIDATES DECLARATION/CERTIFICATE I hereby declare that the work which is being presented in this report entitled“Market Share and Distribution Channel of Coca-Cola” is an authentic record ofmy own work carried out under the supervision of “Mr. Ajay Singh”The matter embodied in this report has not been submitted by me for the award of anyother degree.Dated: Mohd. Asif Master of Business AdministrationThis is to certify that the above statements made by the candidate are correct to thebest of my knowledge.Prof. Rakesh Passi Supervisor:(Head of the Department) Mr. Ajay Singh ProfessorDate: ………………… Department: MBA Date: …………
  3. 3. CONTENTS ACKNOWLEDGEMENT INTRODUCTION DECLARATIONS OBJECTIVE OF THE PROJECT COMPANY PROFILE- COCA COLA SOFT DRINK IN INDIA DISTRIBUTION CHANNEL RESEARCH METHODOLOGY FINDINGS SWOT ANALYSIS RECOMMENDATION ANNEXURE - QUESTIONNAIRE BIBLIOGRAPHY
  4. 4. ACKNOWLEDGEMENTSummer training is a bridge connecting the educationalqualification and the professional use. It is the path leading tosuccess by shouldering responsibilities under the careful guidanceof seniors and experienced Personnel without fear and failure. It gives me immense pleasure to take the opportunity toremember and thanks the personalities who have involved withthis project work. I express my thanks and deep gratitude who aredirectly and indirectly associated in the completion of this project. I would like to thanks to Mr. Anil Raghav (Area SalesManager), Hindustan Coca-Cola Beverages for assigning anextremely challenging project thereby giving unique opportunity tomeaning full contribution of growing and vibrant organization likeCoca-Cola Ltd. guiding throughout the project, without his helpthe project would have not added enough value. I am extremelygrateful for the time he spend from his busy schedule. My sincere thank to Mr. Ajay Singh (Faculty–MBA, ABES,Ghaziabad) all my friends for their support and help. MOHD. ASIF MBA-III SEM.
  5. 5. PRE F A C EIn summer the consumption of soft drinks is more due to hotweather in this time chilled weather is needed everywhere andevery body irrespective of age difference. In the market peoplesnot only need water, but they want same taste too. Here comesthe need of soft drinks: it has become an essential part of marketas people like it in addition to the bottles, now days packages ofsoft drinks i.e. Tin cans. Pet packs of i.e. Litters canisters anddispensers are introduced to enhance the impact in sales.As an integral part as curriculum all M.BA a participant arerequired to undergo a practical summer training in any industry for6 to eight week’s period. The main objective of this training is tosupplement theoretical knowledge with exposure to practicaloperator of an organisation or industry. Candidate tale much helpfrom this training when he get the job after completed thecurriculum in this training candidate get the better opportunity to inmeet the Retailer conjurer, whale sellers dealer by whichcandidates gain more and more information about the market. Bythis practical Experience candidate confident level is improved.Consequently we can say this training provide betterunderstanding of all functional areas of management skills.
  6. 6. INTRODUCTIONI did market research on the topic of market share of coca cola andconsumer behavior and channels of distribution. The reason forselecting this topic by the company because company wants toknow his market share of coke after decreasing the selling price ofall flavors in coke in the compare of Pepsi and company start anew flavor in 200 ml. So that company wants to know that howmuch demand having this new launched flavor. This new launchedflavor very much preferred by consumer because its cost is only 5rupees. So that most of person con spend enough less money andcan take enjoy of coke’s all flavor in 200ml.Under channels of distribution company wants to know. Thedistribution of coke in compare of Pepsi, and also wants to knowthe retailer and whole seller are satisfied or not and also wants toknow that how much retailer purchase coke by coke vehicle andhow much retailer purchase coke by its own dealer. That’s whythese topic given by company.
  7. 7. COMPANYPROFILE
  8. 8. DOUGLAS N. DAFT Chairman of the Board and Chief Executive Officer The Coca-Cola Company Douglas N. Daft was elected chairman, Board of Directors, and chiefexecutive officer of The Coca-Cola Company on February 17, 2000.Mr. Daft is the 11th chairman of the Board in the history of the Company. Mr. Daft, 60, joined the Company in 1969 as planning officer in theSydney, Australia office. He held positions of increasing responsibilitiesthroughout Asia and in 1982 was named vice president of Coca-Cola FarEast Ltd. In December 1988, Mr. Daft was named president of the NorthPacific Division and president of Coca-Cola (Japan) Co., Ltd. He moved to theCompanys Atlanta headquartersin 1991 to assume the responsibility of president of the Pacific Groupand in 1999 his responsibilities were expanded to include the CompanysAfrica Group, and Schweppes Beverage Division, as well as the Middle andFar East Group. Mr. Daft was elected president and chief operating officer of TheCoca - Cola Company in December 1999. He serves on the boards of Sun Trust Banks, the Boys & GirlsClubs of America, Catalyst, the CERGE-EI Foundation(Center for EconomicResearch and Graduate Education - Economics Institute) in the Czech
  9. 9. Republic, the Lauder Institute for Management and InternationalStudies at the University of Pennsylvania, the Prince of WalesInternational Business Leaders Forum, the Grocery Manufacturers ofAmerica, the British - American Chamber of Commerce, the G100, theWoodruff Arts Center, the Commerce Club, and the McGraw-HillCompanies. Mr. Daft is a trustee of Emory University, the American Assemblyand the Center for Strategic & International Studies. He is also a member ofThe Trilateral Commission, The Business Council, and The BusinessRound table. Mr. Daft received a bachelors degree in mathematics from theUniversity of New England and a post-graduate degree in administrationfrom the University of New South Wales. He holds an honorary doctoratein international law from Thunderbird, The American Graduate School ofInternational Management.
  10. 10. BOARD OF DIRECTORSDouglas N. DaftChairman, Board of Directors, and Chief Executive OfficerThe Coca-Cola CompanyHerbert A. AllenPresident and Chief Executive OfficerAllen & Company Incorporated(a privately held investment banking firm)Ronald W. AllenConsultant to, Advisory Director, and former Chairman of the Board,President, andChief Executive Officer, Delta Air Lines, Inc.Cathleen P. BlackPresidentHearst MagazinesWarren E. BuffettChairman of the Board andChief Executive OfficerThe diversified holding companyBerkshire Hathaway Inc.Barry DillerChairman of the Board andChief Executive OfficerUSA InteractiveSusan B. KingPresident, The Leadership Initiative(nonprofit consultants for leadership education) Duke University
  11. 11. Maria Elena LagomasinoChairman and CEOJ.P. Morgan Private BankDonald F. McHenryDistinguished Professor in the Practice of Diplomacy and InternationalAffairs at the School of Foreign ServiceGeorgetown UniversityRobert L. NardelliChairman of the Board, President, andChief Executive OfficerThe Home Depot, Inc.Sam NunnSenior Partner in the law firm of King & SpaldingCo-chairman and Chief Executive Officer,Nuclear Threat Initiative (NTI)J. Pedro ReinhardExecutive Vice President andChief Financial OfficerThe Dow Chemical CompanyJames D. Robinson IIICo-founder, Chairman and CEO of RRE Investors, LLC and GeneralPartner of RRE Ventures GP II, LLC(private information technology venture investment firms)Peter V. UeberrothChairman, Contrarian Group, Inc.and Co-Chairman, Pebble Beach Company
  12. 12. AROUND THE WORLD Although Coca-Cola® was first created in the United States, it quicklybecame popular wherever it went. Our first international bottling plantsopened in 1906 in Canada, Cuba and Panama, soon followed by many more.Today, we produce more than 300 brands in over 200 countries. More than 70percent of our income comes from outside the U.S., but the real reason weare 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 tosupport health, fitness and good nutrition. Visit these sites for moreinformation about positions, programs and activities. The Coalition for a Healthy and Active America (CHAA) CHAA wasformed in 2003 by concerned organizations and national leaders toeducate parents, children, schools, and communities about the critical rolesphysical activity and nutrition education play in reversing the alarming trendsof childhood obesity. As a non-profit national grassroots coalition, CHAA is avigorous advocate for developing healthy and active lifestyles for Americasyouth. CHAA is committed to working with schools to rededicate time forphysical fitness; giving parents the freedom to help their children make theirown nutritional choices; building school-business model relationships thatbenefit our families by supporting healthy and active lifestyles; and findingsolutions to childhood obesity that are both responsible and realistic American Council for Fitness and Nutrition The American Council forFitness and Nutrition (ACFN) is a group of food, beverage and consumerproducts companies, not-for-profit organizations and trade associationsworking together to improve the health of all Americans, particularly youth, byencouraging a healthy balance between fitness and nutrition. The cornerstone
  13. 13. of all ACFN initiatives is the idea that lasting solutions to the nations obesityproblem must be based on sound science and behavioral research. Suchpolicies 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 ofAmerica (GMA) represents the food, beverage and consumer productsindustry on key issues that affect the ability of brand manufacturers to markettheir products profitably and deliver superior value to the consumer. International Food Information Council (IFIC) Foundation The IFICFoundation is a public education foundation disseminating sound, science-based information on food safety, nutrition and health. International Life Sciences Institute Founded in 1978, the InternationalLife Sciences Institute (ILSI) is a nonprofit, worldwide foundation that seeks toimprove the well-being of the general public through the pursuit of balancedscience. Its goal is to further the understanding of scientific issues relating tonutrition, food safety, toxicology, risk assessment, and the environment bybringing together scientists from academia, government, and industry.Kidnetic.comKidnetic.com is a fun, interactive Web site that emphasizes healthy livingachieved through a balance of physical activity and responsible eating 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 program of the International Food Information Council (IFIC)Foundation.National Association for Sport and Physical Educationsociation for Sport andPhysical Education seeks to enhance knowledge and professional practice insport and physical activity through scientific study and dissemination ofresearch-based and experiential knowledge to members and the public.National Soft Drink Association The National Soft Drink Association (NSDA) isthe trade association for Americas soft drink industry, serving the pub.
  14. 14. VARIOUS BRANDS OF COCA-COLA COMPANYAA&W * Ades Alive AlmdudlerAmbasa American Andifrut Andina NectarAqua Aquactive Aquana AquariusAqvaris Arwa AybalBBacardi Mixers Barqs Beat BelteBeverly Bibo Bimbo Bimbo BreakBistrone Bjare BlackFire Bom Bit MaesilBonaqua/Qa BPM Bright And Early BurnBuzzCcaffeine free Coca- caffeine free Coke Cal King CalypsoCola light/diet CokeCanada Dry * Cannings Cappy CapriceCarvers Chafresco Chaho CharruaCheers Cherry Coke Chinotto Chinotto LightChippewa Chivalry Ciel CitraCoke II Coca-Cola Cocoteen Cresta *Cristal Crush * Crystal Cumberland GapDDannon * Dasani Water Delaware Punch DESCA Diet Andinadiet A&W * diet Almdudler Nectar/Andina diet Barqs Nectarlt dietCoke/Coca-diet Canada Dry * diet Charrua diet Cherry Coke Cola lightDiet Coke/Coca- diet Crush * diet Dr Pepper * diet FantaCola light with lemondiet Inca Kola diet Kia Ora * diet Krest diet Lift diet Minute Maid Softdiet Lilt diet Mello Yello diet Mr Pibb Drink dietdiet Nestea Cool Nestea/Nestea diet Oasis * diet Schweppes * Lightdiet Sprite/Sprite diet Squirt * diet Tai diet Vanilla CokeLightDisney Hundred Disney Extreme Dorna Dr Pepper *Acre Wood CoolersDrim
  15. 15. E Eight O’clock Eight O’clock LitroEight O’clock Emblem Fountain PackEva Evian *FFanta Finley Fioravanti Five AliveFontana Fraser & Neave Freezits FrescaFrescolita Freskyta Frestea FriscoFrugos Fruit Labo Fruit Tree FruitiaFruitopia Fruitopia Tea Fruktime FrutinaFrutonic FunchumGGeorgia Georgia Club Georgia Gold Gini *Gira Gold Spot Grand Blue GrapetteGuarana JesusHH2OK Hanul Yeon Cha Hawai Hi Spot *Hi-C Hit Horizon HuangIIce Cold Mix Ice Dew Ice Mountain Inca KolaItu Izvorul AlbJJaz Cola Jet Tonic Jinmeile Jolly JuiceJoy Jurassic WellKKapo Axion Kapo Kapo Super Power Kia Ora *Kilimanjaro Kin Kin Light KinleyKMX Kochakaden Koumi Soukai KrestKuat Kuat Light KuliL back to topLeafs Lift Lilt LimcaLimonade Linnuse Love BodyM back to topMaaza Mad River Magnolia Magnolia FunchumMagnolia Zip Manzana Mia Marocha Master ChillMaster Pour Mazoe Meijin MelloMello Yello Mer Mezzo MiamiMickey Mouse Migoro-Nomigoro Milo Minaqua Minute Maid Juice Minute Maid SoftMinute Maid Mireille To Go DrinkMr PibbNNagomi Nalu Namthip Water Natua
  16. 16. Nectarin Nescafe Nestea Nestea Cool Nihon Alps Mori NoNestle Nevada New Vegitabeta MizudayoriNordic Mist Northern Neck NustaOOasis * Odwalla OK Old Colony *PPaani Parle Pepe Rico PilskalnaPlanet Java Play Pocket Dr Poiana Negri Ponkana LitroPoms Ponkana Pop PackPortello POWERade POWERade Light Private LabelPulp PumpQQoo QuatroRRamblin Root Real Gold Red Flash Red LionBeerRefresh Tea Rimzim Rio Ripe N ReadyRisco Riwa Roses * Royal TruSSamantha Samurai Santiba SantolinSarsi Saryusaisai Schweppes * Seagrams *Seasons Seiryusabo Seltz SensationSensun Senzao Shock SimbaSimply Apple Simply Orange Slap SmartSokenbicha Solo * Sonfil Soonsoo Sparletta IronSparkle Sparletta Splash BrewSport * Sports Plus Sprite Spur *Squirt * Stoney Ginger Beer Sun Valley SunfillSunkist * Supa Superkools SurgeTTab Tab Clear Tab X-Tra Tahitian Treat *Tai Tasters Choice Tavern Tea World CollectionThums Up Tian Yu Di Tiky * TopToppur Tropical Tuborg TurkuazTutti *UUrgeVVanilla Coke Vegitabeta VICA VitaVital Vital O VitingoWWannabe Water Salad Wink * Winnie the PoohYYangguang Youki YumiZZip
  17. 17. * In Select Markets HISTORY OF COLAThe cola industry has phenomenal possibilities for rocketing profitgrowth inspite of the sign of relief heaved by the manufacture atthe abrupt sensational termination of coca cola monopoly thetastes of cola is by no means extinguished the coca. Cola have astatus symbol to it..., generated by the sub standard, penetrated,advertising and extensive distribution network.Total soft drink segment is growing at the rate of 10% per year stillif international standard area considered the per capitaconsumption of three serving in rock bottom, less than even ourneighbours Pakistan and Bangladesh, where it is four more asmuch. So with kind of a market potential coke entered in India in1991 after the permissions of setting up Britico Food company tocoke was granted by the government in Pune in 1992 the plantwas established for is deducted then the bottle are taken out of theline and cleaned again or rejected.The most important step is the mixing of drink concentratedissolved in the soft water the sugar syrup at the same time.Carbon dioxide is passed in the drink to produce a fizz.
  18. 18. After the crowing of the bottle the crown contains themanufacturing data batch number and Time.After crowing the bottle, the bottle comes again at checking screenfor checking the bottle. THE PRESENT POSITION COKE IN INDIACoke is a house holds name and is the lips of every one. Inpresent time every person know the name of coca cola since indiais one of biggest market and sultry summer from march the end ofoctober and huge population has immensely helped in the salesthe sales of coke in india and its making it more economical.Last years, the market share of Coca Cola was not specific. In thisyear company’s top management adopted new policy anddecreased the rate of all brands of coke. By this decision topmanagement determined the rate of 300 ml / 7Rs. And they madea new brand of 200 ml determine the rate of this brand 5Rs. Bywhich medium size family and lower level family can be taken theenjoy of coke. By this decision company’s marketing share hasbeen increased.In present time coke is captured approximate 70% market share incold Dinks line. Now coke has defeated all the soft drinkscompany. According to service and according to advertising cokehas appropriate position.
  19. 19. It has now emerged as the winner and has a good image in themarket.Coke has even sponsored the wills cricket world cup 96 at anestimated cost of 26 crores. PRODUCTION PROCESS OF SOFT DRINKThe production process is highly mechanical is and automatic theraw material required for soft drink are concrete sugar syrup andtreated bottled the entire process take in the following steps.The first step in the production involves conversion of hard water inthe soft water.The next step is the preparation of sugar syrup in the plant itselfthe content of the syrup various according to the brand preparedthe syrup at most can be stored for 4 hours.Then the bottle is cleaned thoroughly before is done with steamwater jets and caustic soda.Bottle are then moved on a conveyor belt in a line and are closelyexamined in case some impurity is left. It the impurity theconcentrate coke is not a now product for the indian it was there inindia till 1977 but had to leave india on mass demonstration ledagainst it, instigated by the local brands it was leaded by Mr.George Fernandes in Agrain UP so when the programme of re-launching was made, it was again (where it was made o leave thecountry), on the 24th October 1993 in order to a strong hold in theIndian market, it signed a pact with Mr. Ramesh Chauhan of Parle
  20. 20. exports. Thumps Up, Limca, Gold Spot, Citra, Maaza, Bisleri ClubSoda etc. at a cost of $40 million by doing so they gripped theIndian market of soft drinks and captured 65% of the entire softdrinks much that the competition was tougher and commoditieswas of the same standard. So the going was more tougher, but stillit has managed to gain and keep in. KNOWLEDGE ABOUT FLAVORSoft drinks a mixture of co2 +sugar + concerted + soft waterHow to prepare soft drinks.Making of soft drink have the following process.1. Bottle was her machine - It is a big machine controls three compartment. All the empty bottles, which collect from the market wash in this machine and prepare for retelling at new drinks.2. Water treatment plant – In this machine hard water converted into soft water which mix with converted and also treated for drinking.3. Mixer – In this machine prepare mixture of flavor and sugar.4. Co2 - Paper co2 gas.5. Filler- In this machine fields the empty bottle soft drinks. This machine have three nasals one for co2 one for tretted soft water and one for flavor. This three nasals together which we drink in market.
  21. 21. What is cola?Originally it was the caffeine extract of cola not grown in Brazil andsyria, a commodity new banned for imports. So India manufactureshave to resort to synthetic substitute for it. Thumsup contains coffinextract was not been used parliament recorded that three are nomeans determining whether a cola contains coffin and from whatsource the manufacturing are there fore with in their rights to calltheir drinks cola although its accept once as such depends on itsconsumer.Coca Cola- Coke is cofferine extract of Cola net grown in Braziland Syria Coca Cola is the main flavor. Of coke company. Thecolour of coca cola beverage is black. It is very much asked by itsuser.Thums UP - It contains coffeine extract and sugar it is also a subflavor of Coca Cola. It was Domestic Brand but in present timeThums up came under the Coke Thums up merged in coke. It isalso has some colour beverage. It is also asked by its brand Loyalperson.Coke = Coke, Thumsup Pepsi = PepsiClear lemon sprite is a clear lemon beverage. It is a basically lemon baseddrinks contents no fruit juice contents added flavour. In the place ofsprite pepsi produce 7up and dew.COKE = SPRITE PEPSI = 7UP, DEW
  22. 22. Cloudy lemonLimca comes under the cloudy lemon. It is a basically lemon baseddrinks contents no fruit juice contents add flavour. Limca is havingvery much brand Loyalty in all other Cold Drinks.Coke = Limca Pepsi = Lemon MirindaMango FlavourMaaza comes under the Mango Flavour. It is a basically mangobased drinks make with mango pulp and sugar. Under coke threetypes of Maaza Produce.Coke – mango maaza Pepsi = Mango slick Orange maaza Pineapple maazaOrange FlavourFanta comes under the orange flavour. It is a basically orangeFanta based pure culd drink. It has three varity.Coke – Orange Fanta Green Fanta Water MelonSoda – It It is basically co2 water base drink.Kinely water - It is pure kinely water.
  23. 23. FLAVOUR CHARTIn Present time there are 52 brands available in the N.M. SoftDrink Pvt. Ltd.. The chart has been given below: - Pack 200ml 250ml 300ml 500ml 1000 1500 2000 330ml Coke Pm C C C C C C T Om T T T T T T Li Wm Li P F L L L L F FF Li F F F F S ST S S S S So So C Glass Bottle T L FPET – Plastic bottle (NRB)NRB Non Retable bottleRGB = Returnable glass bottleC= CokeT = ThumsupLi = LimcaF = FentaSo = Soda
  24. 24. PRACTICAL WORK Coke Pepsi Cola Cola (Pepsi) Coca Cola Thumsup Orange (Fanta) Orange (Mirinda) Fanta Orange Fanta Green Apple Fanta Water Malon Clear lemon Clear Lemon (Sprite) (7UP) Cloudy lemon Cloudy Lemon (Limca) (Lemon Mirinda) Fruit Fruit (Maaza) (Slice) MAAZA ORANGE MAAZA LEMON Maaza Pineapple Soda Soda (Lehar Evervess)(Kinley) Kinley Water Kinley Water(Kinley) Aquafina
  25. 25. CHANNEL OF DISTRIBUTIONOUT LINE DYGRAM OF DISTRIBUTION CHANNEL OF COCA COLA Company Manufacturing goods Distributors Dealer Company Vehicle Retailer Retailer Consumer Consumer
  26. 26. DISTRIBUTION CHANNELDistribution means supply of goods from company to its ultimateuser. After manufacturing the product the important work for the isto provide its goods to its ultimate user at the right time and whenmanufacturing process has been over. Than marketing work willbe start by the marketing Department adopt the policy for providinggoods to the consumer at the right time and place. Distributionmeans the way be which the product reach to the hand ofconsumer these all process comes under the Distribution ofNetwork. Good distribution network is essential for more sailingand customer satisfaction. If customer or retailer is not satisfy ofyour distribution net work. It reflect that company’s Distribution isnot good and some thing is wrong any when.The Distribution of Coca Cola of best. Company don’t want to takeany type of risk so they have made the distributor in different 2areas. Distributor take the flavors from the company and depositall the payment in advance by this process company get all themoney at the right time. Distributor establish all the goods in barehouse company is appointed 2 or 3 executive for marketing.Executives are getting the salary from company. But sales manhelper, loader, appointed by the Distributor. Distributor is liable togive the salary to the sales man helper, loader and clerk the salesman do the work under the pressure of Executive.
  27. 27. From the bare house company launch the flavors in the market.The flavor reach in the market to the retailer by two medium. 1) By the company vehicle 2) DealerCompany vehicle and dealers both provided the flavors to theRetailer.Retailer sales the flavor to the consumer. This is the goodmarketing strategy.
  28. 28. SOFT DRINK MARKET IN INDIAToday India is one of the most potential markets, with population ofaround 900 million people, the Indian soft drinks market was onlyof 200 cases per year. This was very low even compared toPakistan and Philippines. Population and potential market are twomajor reasons for major multinational companies of entering India.They feel that a huge population coupled with low consumptioncan only lead to an increase in the soft drink market. Anotherincrease in the sale of soft drinks in the scorching heat and theclimate of India, which is suitable for high sale of soft drinks. Allthese factors together have contributed to a 30% growth in the softdrinks industry. If the demand continues growing at the same rate,within two years the volume could touch 1 billion cases. All thesefactors are the reasons for the entry two giant of the soft drinkindustry of the world to enter the Indian market. These two giantsPepsi and Coca-Cola, Themselves share 96% of the soft drinkmarket share. Rest is shared by Cadbury’s Schweppes, CampaCola and other soft drink brands. But was the scene same 20years ago? The answer is No. 1970 was the year of pure softdrinks Campa cola and Parle people (Thums up and Limca).
  29. 29. Soft drink consists of a flavor base, sweetener and carbonatedwater. In general terms non-alcoholic drinks are considered as softdrinks this name soft drink was given by americans as againsthard which is mainly alcoholic.The major participants involved in the production and distributionof soft drink are concentrate and syrup producers, bottlers andretail channel. Concentrate producers manufacture basic soft drinkflavours and retail channel refers to business location that tells orserves the products directly to consumers.Soft drink is not a product, which a person plans to buy beforehand, but is an impulse purchase. Lots of sale depends upon thestrength of merchandizing done at the point of sale.It all begin in 1977, a change in government at the center led theexit of coca-cola which preferred to quit rather to dilute its equity to40% in compliance with the Foreign Exchange Regulation Act(FERA). The first national cola drink to pop up was double seven.In the meantime, Pure Drinks, Delhi on coke’s exit, switched overto Campa Cola.
  30. 30. The beginning of 1980’s saw the birth of another cola drink, Thumsup, Parle the Gold spot people, launched it in 1978-79, as“Refreshing Cola”. By the mid-eighties Mc Dowells launched Thrill,and by the late eighties there was Double Cola, which entered inIndia market, as a NRO-run out fit with its plant in Nasik{ Maharastra }, in 1978 Parle, Indian soft drink’s market (share33%) with its gold spot and Limca brands. Later Thums Up alsostarted Thums Up. At the same time the threat to the Indian softdrinks was that of fruit drinks. In 1988, fruit drinks market wasvalued at Rs. 40 crores and grew at the rate 20%.Coca-Cola entered Indian by buying up to 69% of the 1,800 croresoft drink market { i.e. 5 Parle Export brands of Thums Up’s LimcaGold spot, Citra & Maaza }.Today the scene has changed makingit a direct battle between two giant Coca-Cola and Pepsi. Thepicture will become clearer by looking at the India market shares inthe beverage industry.One of the strongest weapons in Coke armory is the flexibility ithas empowered its people with. In Coke every employee, may he
  31. 31. be a manager or salesman, have an authority to take whateversteps he or she feels will make the consumers aware of the brandand increase its consumption. Thus Coke believes in establishingand nurturing creditability of the salesman and makingcommitment to grow business in accounts. All these factorstogether led to a high growth in the Indian market and constantlyincreasing market share.
  32. 32. COMPETITIVE ARENAThe soft drink market all over the world has been witnessing aneck to neck battle between the two major players, Coca-Cola andPepsi since the very beginning. The thirst quenchers are tryinghard to have the major chunk of the pie of carbonated soft drinkmarket. Both the players are spending their energies in buildingcapacity, infrastructure, promotional activities etc.Coca-Cola being 11 years older than Pepsi has dominated thescene in most of the soft drink markets in the world and enjoyingleadership in terms of market share. But the Coca-Cola people arefinding it hard to keep away Pepsi, which has been narrowing thegaps regularly. The two are posing threats to each other in everynook and corner of the world. While Coca-Cola has been earningmost of its bread and butter through beverage sales, Pepsi has amulti products portfolio with some portion from the same business.The two warriors are face to face once again here in india withdifferent strategies and tactics to attack the rival. Coca-cola isfocusing upon the joint ventures with the existing bottlers { fobo }franchise owned bottling operations to enhance its control onmanufacturing and marketing of its products range and attain thequality standards of its class.
  33. 33. Countering it pepsi has taken the battle in its own hands by floatingas investment of $ 95 billion to set pepsi company. India holdings,as subsidiary for { cobo } company owned bottling operations. Boththe companies are following different path to reach the samedestiny i.e. To fetch the bigger portion of aerated soft drink market.Both consider india a huge potential market, as per capitaconsumption here is a mere 3 serving annually against the worldaverage of 80. Therefore, they are putting in their best efforts towoo the indian consumer who has to work for 1.5 hours to buy abottle of soft drink. In comparison to the international normsminutes, a major hurdle to cross over for both the athletes forgetting no.1 position comparison to the inter. Coca-cola is well setwith its 53 bottling sites through out the country giving it an edgeover competition by processing a well-built bottling and distributionset-up. On the other hand, pepsi, with two more years in india, hasbeen able to set an image of a winner in india and has been ableto get the pulse of the india soft drink market. The soft drink giantsare leaving on stone unturned and her for the long terms.Coca-cola has been penetrating the market through its wideproduct range with a determination to change consumption pattern
  34. 34. of soft drink in india. Firstly, they upgraded the whole industry byintroduction 300 ml bottles, which in turn had given the industry abooming growth of 20% as compared to the earlier 5%. They wantto develop a coca culture here and are working on a strategy tooffer soft drink in every possible package. In coca-cola camp, theidea of competition has not come from pepsi, but from the otherbeverages such as tea, coffee, nimbu pani, water etc. Pepsi isquite aggressive in its approach to indian consumer. They aredesperately working on the strategy to be winners in the hot colawar between two big barons. According to pepsi philosophy, it’sthe madness that encourages executive to think, to conjure upthose creative tactics to knock the fizz out their competition. Pepsihad plumbed a large on the visibility of its blue red and white logo.They have been going with aggressive marketing by putting amirkhan, akshay kumar and their advertisement to endorse theirbrand, the role models for its targeted consumer the teenagers.They have increased the fizz in the market place by introducing thedispensers called fountain pepsi and has been enjoying a leadover its rival there.
  35. 35. Coca-cola on the other hand, has been working on the saying slowand steady wins the race’s side by retailing to every more of itscompetitor. They have procured the shield of thums up with ahandsome market share in indian soft drink market.Countering pepsi’s international commercial that used twochimpanzees to cock a snoop at coke, thums up come with the adline, don’t be bandar, taste the thunder. Also thums up has beenpositioned now very near to that young image of pepsi and giving ita though time.These cool merchants have put everything on fire. It coke got thestatus of the official drink of wills. World cup, pepsi blushed asnothing official about it. As thums up projected as ‘saaree jahan seachcha’ pepsi was passionate enough with ‘freedom to be’ andnow the “yeh dil mange more” when thums up came with thunderblast, the other offered ‘pepsi stuff card’. If red is meant for coke,pepsi has chosen to be blue.
  36. 36. COKE’S MARKETING STRATEGIESCoke decides on its marketing strategies at a national leveland lends them a local flavor. For example, while festivalmood plays a strong role in marketing, it is activated forDurga Puja in Calcutta, Dandiya in Gujarat, etc., Coke has itsfocus on the youth market in India.As a first step toward catching the attention of the youth,coke signed on cricket heroes Saurav Ganguly and JavagalSrinath. It slowly started talking about youth passions likecricket, films, festivals and food. Soon the advertisementsstarted giving the message, “Eat Cricket, Sleep Cricket, Drinkonly Coca-Cola” And now it has started modifying film hits toframe catch lines that appeal to the youth. This particularstrategy has worked well for coke.Coke is focused on distribution to ensure that its products arewithin customer’s reach. And it saves its focus has begun topay it dividends. As per mid-1998 figures coke is selling asmany bottles in the hinterland of punjab as it does the fourmetros.
  37. 37. THE FUTURE OF COCA COLAWhile doing business overseas offers coke wonderful growthopportunities it also has its own disadvantages. The economicslowdown in various overseas markets and the strong dollar hadtheir impact on coca-cola revenues and bottom line in 1998. Butthe company optimistic about the future.M Douglas Investor, the Chief Executive Officer of the Coca-ColaCompany says, “This past year 1998 has been a challengingperiod for the Coca-Cola Company as economic environmentbecame more uncertain in the later part of 1998, we stronglybelieve that our fundamental opportunities for long term growthhave not changed”.As long as maximization of share holder wealth remain Coke’sfocus for its future is assured Goizueta had stated and proven tothe world that focus on shareholder wealth does more good to thecompany than focus on revenues and it is not that coke does notenjoy volumes for it is world’s No.1 soft drink manufacture. It is notcontent with this title and is aiming at higher volumes year afteryear. Surely coke will continue to grow. Point on Roberto had
  38. 38. reduced the company basically to its trademark and the returns areso astronomical as to be off the boards. It just absolutely added ajet engine to their performance.
  39. 39. COCA COLA GLOBALIZATION STRATEGIESThe coca-cola company is global player and approximately 70 %of its volume and 80 % of its profit come from outside the unitedstates of america. Although it was perceived as a standardizedbrand across the world, coca-cola had been quietly fine turning itsinternational marketing strategies to suit the needs of individualnational markets. Only the brand coca-cola, sprite and fanta weremarketed globally. In latin america and europe, where a heavyconsumer preference existed for lemon lime and orange sodas.Coke had developed a wide range of formulations and flavors tocater the needs of different countries. In ei salvador andvenezuela, a version of fanta called fanta kolita a cream soda typeof drink became extremely popular. Similarly, in indonesia cokehad been selling pineapple and banana limca, maaza and thumsup in 1993.
  40. 40. A 100 YEARS OF THE CURVY GLASS BOTTLE OF COCA COLACoca-Cola Company marks a mile stone on Wednesday, 24thMarch 1899 Chattanooga; Tenn where its first bottling plant wasstarted 100 year ago by two men struck one of the most lucrativebusiness deals in US history.Joseph whitehead and benjamin thomas offered coca-colacompany owner asia candler a dollar for the right to bottle softdrinks in 1899. Today 1 billion soft drinks are sold each day inmore than 200 countries around the world.Candler had purchase what would become the cola company for$2,300 eight years earlier from john pemberton, an atlantaphamacist who astonished the world.Candler though the bottling venture would never succeed, but hesigned the contract with white head and thomas any way, “and therest is history”, bob lovell, vice president of marketing for coca-colabottling company. United inc., said in telephone interview fromchattanooga.
  41. 41. Lovell said thomas had seen cuban fields hand drinking pina friaa pineapple beverages, from bottles while he wasStationed in cuba during spanish american war. When he returnedto chattanooga, he decided to pitch the idea of bottle soft drinks tocoke, which was then sold only as a fountain beverage. “it occurred to him that coca-cola in bottles would be verypopular”, lovell said, “mr. Candler did not see any future in itbecause the containers were not sound, but that’s how it all cameabout. “thomas and whitehead promised to pay one dollar for theright to bottle coca-cola, but legend has it that no money changedhands.
  42. 42. COKE’S BOTTLING STRATEGIESIn the soft drink business the bottlers are responsible significantextent for ensuring the availability of the products. Bottlers aresupplied with concentrate to which they add aerated water andbother ingredients before packing and sealing either cans orbottles. Bottlers play a strategic role in the success of soft drinkscompanies and this was not far from Goizueta’s mind.In 1986 the company merged some of its company owned bottlingoperations with two large ownership groups that had been put upfor sale. All these bottling activities were combined to from its ownsubsidiary Coca-Cola Enterprises (CCE) to handle bottlingoperations. The Coca-Cola Company took 49 percent equity stakein Coca-Cola Enterprises enabling it to retain its own balancesheet.
  43. 43. PROMOTION : THE COCA-COLA WAYGoal for the 90’s“TO PLACE COCA-COLA WITHIN AN ARM’S REACH OFDESIRE.Consumer activity clusters :-• Grocery shopping• Other shopping & services• Eating and drinking• Entertainment / Recreation / Leisure• Travel / Transportation / Hospitality• Educational• At WorkThe 3A’s :-The strategy for reaching in creasing numbers of consumers inIndia is based on the belief that consumers will buy our products itthey are Available, Affordable and Acceptable.
  44. 44. Strategies for the 3A’s• Focus on the consumer and customer.• To provide quality customer services, and caring about the quality of performance in respective jobs.• Caring enough about what we do, to it the best we know how.The 3A’s is Coca-Cola underlying strategy for meeting its goal toreach increasing numbers of consumer’s. How does coke positionits limited resources to help meet its good. Let us explore thespecific ways in which the Coca-Cola system addresses each ofthe 3A’s :- AvailabilitySome of the ways in which the Coca-Cola Company hopes toincrease availability of its product include improved or innovativepackaging, dispensing systems, distributions system, marketing. AffordabilityThe ways to address affordability include pricing decisions, as wellas resource management. To make its product available at a price
  45. 45. affordable to the consumer. Continually processes more efficientand therefore more cost-effective. AcceptabilityMaking coca-cola brand products the beverage choice for anyoccasion’s depends on a variety of strategies to reach the targetaudience. The common strategies adopted to effect acceptabilitywere though sponsorships, promotion youth market activities,community programs, and other activates.
  46. 46. DISTRIBUTION IN THE COCA-COLA SYSTEM Getting Products to MarketOne of the value of the coca-cola system is presence that coca-cola should exist everywhere. In the words of former CEO-Indiaoperations – Richard Nicholas, “Our goal is to have cokeavailable within an arm’s reach of desire”. To fulfill this gool,coca-cola not only produces products, but also has an effectivesystems to distribute them all over India. DistributionDistribution sales + delivery + merchandising + local accountmanagement.Distribution of Coke’s products includes the activities of sales,delivery merchandizing and local accounts management. Theseare two major types of distribution systems :-(i) Direct and Indirect In direct distribution, the bottler partner direct control over the activities of sales, delivery, merchandizing and local account management.
  47. 47. In indirect distribution, an organization which is not a part ofthe coca-cola system has control of one or more of thedistribution elements (sales, merchandizing and localaccounts managements).
  48. 48. With direct distribution there are two types of sales :-Advanced sales and conventional sales.In conventional sales, all the distribution activities (Sales, Delivery,Merchandizing and Local Accounts Management) are performedby the same persons.In advanced sales, sales and delivery are performed by differentpeople within the coca-cola system.Difference between a customer and a consumers.• a consumer is some one who drinks coca-cola products.• A customer is a business location which sells or serves coca- cola products to consumers.MerchandizingOne the products are delivered to the customer’s they arepromoted at the point-of-purchase to maximize the company’ssales opportunities, merchandizing involves looking at thepresentation of the products through the eyes of the consumers. Itis an on-going process that help the company present its productsproperly to the consumers in the market place for instance, is thedisplay attractive? Are the product neatly organized.
  49. 49. Presenting the productsCoca-cola presents its products for sale in four different ways.They are as follows :-• Secondary display• Coolers• Vending machines• Post mix / pre mixIndia’s relationship with coca-colaJust after independence, the maharaja of patiala oversaw hiscoca-cola hoarding from his huge, ornate palace, coca-cola exportrepresentative frank harrold, was awed by the maharaja’s opulentlife style. In 1993 after coca-cola returned to india after a 16 yearabsence (george fernandes threw the company out of the countryin 1977 on the pre text that it had refuse to divalge its formula toindian officials), ceo of the coca-cola company, robesto boirueta“salivated over a virtually untapped market of 840 million people”.
  50. 50. FUNCTION OF PLANTFIRST PROCESS Water Treatment RAW WATER (Water direct from Tube Well) SOFT WATER (Making bacteria free by using lime stone, bleaching powder and FeSo4) T.T. WATER (Treated tank water)Raw Syrup Room T.T. Water + Sugar + 85% MIXING Multi State FiltrationReady Syrup Room RAW SYRUPOne Unit Coke Thums Limca Fantaconcentrate makes Up’s100 crates Ready Syrup A
  51. 51. A Ready SyrupAramix Plant Ready Syrup + T.T. Water + CO2 SOFT DRINK IS READY
  52. 52. SECOND PROCESS BOTTLES ARE LOADED ON THE CONVEYER BELT (Bottle which can not First Light be cleaned pick out Inspection from the Row) Water washing Process Prerinse Water Washing Compartment with Soft Water Prewash (2% Castic tem 60OC with soft water) 65OC Soft Water wash Socker 70OC Soft Water wash with 3.5% Castic Hydro (Removing Causitc, Compartment by 45 OC soft water
  53. 53. (Prefinal Wash) Final Wash (Washing soft water) Clean Bottles (Compressed Filling)Clean Bottles + Clean Bottles Bottled Soft Drink Clean Bottles Printing Date and Price Third Light Inspection The Soft drink is FINAL ready PRODUCT
  54. 54. TECHNIQUE INVOLVED IN DEFINING PROBLEMS OBSERVE THE PROBLEMUnder this investigate by own observation without interview is therespondent. This also adopted by me by observation data can becollect more correct. It is depend upon ability of investigator. COLLECT THE PROBLEMAfter collecting the data I considered that what is the problem forthe company and when company ants to know his weakness. ANALYSING THE PROBLEMAfter collecting the problem I analysis the problem such as howmany problems are general and how many are different fromothers and how many problem is considerable and solvable. TAKE SOLUTIONAfter analyzing the problem I sow that 90% problem was generaland I found 20% problem personal and I was found 10% problemas Genuine which is considerable and soluble. General solutionsolve the journal problem remaining 10% problems solution wefound and then after we implement the solution. APPLICATION OF SOLUTIONAfter founding the solution we apply the solution and satisfy thecustomer & consumer.
  55. 55. GUIDELINES FOR CONSTRUCTING QUESTIONNAIRE / SCHEDULEThe researcher must pay attention to the following points inconstructing an appropriate and effective questionnaire or aschedule: (1) The researcher must keep in view the problem he is to study for it provides the starting point for developing the Questionnaire / Schedule. He must be clear about the various aspects of his research problem to be dealt with in the course of his research project. (2) Appropriate from of questions depends on the nature of information sought, the sampled respondents and the kind of analysis intended. The researcher must decide whether to use closed or open-ended questions. Questions should be simple and must be constructed with a view to their forming a logical part of a well thought out tabulation plan. The units of enumeration should also be defined precisely so that they can ensure accurate and full information.
  56. 56. (3) Rough draft of the Questionnaire / Schedule be prepared, giving due thought to the appropriate sequence of putting questions. Questionnaire or schedules pervasively drafted (if available) may as well be looked into at this stage.(4) Researcher must invariably re-examine, and in case of need may revise the rough draft for a better one. Technical defects must be minutely scrutinised and removed.(5) Pilot study should be undertaken for pre-testing the questionnaire. The questionnaire may be edited in the light of the results of the pilot study.(6) Questionnaire must contain simple but straight forward directions for the respondents so that they may not feel any difficulty in answering the questions.
  57. 57. GUIDELINES FOR SUCCESSFUL INTERVIEWINGInterviewing is an art and one learns it by experience. However,the following points may be kept in view by an interviewer foreliciting the desired information: (1) Interviewer must plan in advance and should fully know the problem under consideration. He must choose a suitable time and place so that the interviewee may be at ease during the interview period. For this purpose some knowledge of the daily routine of the interviewee is essential. (2) Interviewer’s approach must be friendly and informal. Initially friendly greetings in accordance with the cultural pattern of the interviewee should be exchanged and then the purpose of the interview should be explained. (3) All possible effort should be made to establish proper rapport with the interviewee; people are motivated to communicate when the atmosphere is favourable.
  58. 58. (4) Interviewer must now that ability to listen with understudying respect and curiosity is the gateway to communication, and hence must act accordingly during the interview. For all this, the interviews must be intelligent and must be a man with self-restraint and self discipline.(5) To the extent possible there should be a free-flowing interview and the questions must be well phrased in order to have full cooperation of the interviewee. But the interviewer must control the course of the interview in accordance with the objective of the study.(6) In case of big enquiries, where the task of collating information is to be accomplished by several interviewers, there should be an interview guide to be observed by all so to ensure reasonable uniformity in respect of all salient points in the study.
  59. 59. OBJECTIVE OF THE STUDY
  60. 60. OBJECTIVE OF THE STUDY The objective of my training in HINDUSTAN COCA-COLAGhaziabad is to do consume survey in (Muradnag, Modinagar,and Ghaziabad main City.  Find out Market Share of Coca Cola and Chanel of Distribution.  Find that what is the market share of coca cola in the market and what is the market share of his competitor Pepsi.  Find that customer take coca cola brand from company vehicle or from dealer.
  61. 61. RESEARCHMETHODOLOGY
  62. 62. 1. Research Design: The research design is a master plan specifying the method and procedures for collecting and analyzing needed information. The research design in this project is DESCRIPTIVE and Descriptive research includes surveys and fact-finding inquiries of different kinds. Casual research is used to know the cause and affect relationship.2. Data Collection Methods: The source of data includes primary and secondary data sources. Primary Sources Primary data has been collected directly from sample respondents through interview method and with the help of structured questionnaire. Sampling Technique: Non-Probability Convenience Sampling. Sampling Size: 100 Respondents Sampling Unit: Ghaziabad Secondary Sources Secondary data has been collected through from standard textbooks, Newspapaers, Magazines & Internet.
  63. 63. 3. Data Analysis: The data collected through survey was analyzed with help of simple percecentages. Tabular and graphic methods, which included pie charts and bar graphs, are used to analyze data.
  64. 64. TECHNIQUES FOR SALES PROMOTION1) Product availability2) 100% rich3) Good relation4) Warm display5) Cold display6) Proper singer7) Rich at one time8) Fulfil your commitment1) Product availability It means all the flavour of coca cola should be available at one time. By which customer can able to give any flavour to the consumer and can give the satisfaction.2) 100% rich - it means. Company top management always should always worry about the quality of all the brands. If any organisation wants to service in the market and wants to better image then quality play a very integral role so for sales promotion quality should by 100% good.3) Good relation – company’s executive, sales man should make good relation from dealer, whole seller and retailer. There is only 20% brand loyal person. Remaining 80% impulse selling is going on. It means in india in cold drinks line which ever brand consumer see first of all that brand will demanded by user. The selling is high that particular brand. So i want to say that if. The
  65. 65. executive relation will goods from dealer, whole seller retailer. Then he will arrange coke brands on front of shop by which coke selling will improve.4) Worm display5) Cold displayProper shinage - proper shinage also play a key roll in moreselling.Fulfil your commitment – if executive promise to the customer ofany type. Then executive shovel fulfil his promise, such as.Executive say that to the retailer if you will sell 1000 carrot in thismonth then i will give you a coke fridge. If retailer has sold out1000 carrot in the a month then executive should fulfil hiscommitment. By this manner selling will also improve.
  66. 66. USE OF RESEARCH METHODOLOGYWithout using research methodology to find new fact andknowledge is not possible.First of all question is arises what is research -“research as a scientific and systematic search for pertinentinformation on a specific topic. In fact research is an art ofscientific investigation”OBJECTIVE OF RESEARCHThe main aim of research is to final out the truth which is hiddenand which has not been discounted as yet. The purpose ofresearch is to discover answers to questions through theapplication of scientific procedures of collecting the data.
  67. 67. METHOD ADOPTING IN THE RESEARCHPersonal interview methodAdopted the personnel personal interview method in this methodwe made a questioner with this questioner we used to go in themarket and see the customer one by one. First of all we used togive the introduction with smile enthusiastic and with proper eyecontact and demand to give 2 or 3 minute to fulfil his questionerand then after we started to put the questioner at the retailer andcompleted the questioner. This method is most appropriatemethod for collecting the data. By this method researcher get theactual report
  68. 68. TECHNIQUE INVOLVED IN DEFINING PROBLEM1) Observation the problem2) Collect the Problem3) Analying the Problem4) Take Solution5) Application the Problem6) Solving the Problem OBSERVE THE PROBLEMUnder this investigate by own observation without interview is therespondent. This also adopted by me by observation data can becollect more correct. It is depend upon ability of investigator. COLLECT THE PROBLEMAfter collecting the data I considered that what is the problem forthe company and when company wants to know his weakness.
  69. 69.  ANALYSING THE PROBLEMAfter collecting the problem I analysis the problem such as howmany problems are general and how many are different fromothers and how many problem is considerable and solvable. TAKE SOLUTIONAfter analysing the problem I sow that 90% problem was generaland I found 20% problem personal and I was found 10% problemas Genuine which is considerable and soluble. General solutionsolve the journal problem remaining 10% problems solution wefound and then after we implement the solution. APPLICATION OF SOLUTIONAfter founding the solution we apply the solution and satisfy thecustomer & consumer.
  70. 70. MARKET SHARE OF COCA COLA IN THE MARKETIn Present situation of Coca Cola is very good in the market. Thecompany have good market share app. 67% and remain 33%market share covered by his close competitor Pepsi in this Area.Last years situation was not that. Last years market share of cocacola and pepsi was app. Same in the market but in this yearcompany adopted new strategy and provided good service andprovide more and more customer satisfaction company topmanagement have taken a good decision in this year. Decisionwas that all the flavor’s rate should be decreased by which lowerlevel people can be taken the enjoy of coke and the companyprovided a new flavor of 200 ml in the birth rupees of 5 . Thisbrand have got good position in middle level and lower level familyso by the virtue of good strategy company have got good marketshare app. 67% right now coke position is much more strong.Comparison to pepsi.
  71. 71. FINDINGS
  72. 72. COMPETITIVE MARKET SHARECola Pepsi = 45% Coke = 35% Thumsup = 20% 20% 45% 35% Pepsi Coke ThumsupOrange Fanta = 75% Mirinda = 25% 25% 75% Fanta Mirinda
  73. 73. Cloudy Lemon Limca = 80% Lemon Mirinda = 20% 20% 80% Limca Lemon MirindaClear Lemon Sprit = 75% 7UP = 25% 25% 75% Sprit 7UP
  74. 74. Mango Maaza = 80% Slice = 20% 20% 80% Maaza SliceSoda Kinley = 50% Lehar Evervess = 50% 50% 50% Kinley Lehar Evervess
  75. 75. Can Coke = 40% Pepsi = 60% 40% 6 60% Coke PepsiPET Coke = 60% Pepsi = 40% 40% 6 60% Coke Pepsi
  76. 76. Kinley Water Kinley = 80% Aquafina = 20% 20% 6 80% Kinley AquafinaTotal Product Coke = 63% Pepsi = 37% 37% 6 63% Coke Pepsi
  77. 77. SWOT ANALYSIS
  78. 78. SWOT ANALYSISSTRENGTH• Company product having a good brand name and trade mark. So that there is no such problem for convenes the user.• Being a franchise company product trade mark. That’s why it’s scope is worldwide.• Coca cola capturing near about 69% market in cold drinks line remaining 31% captured by its main competitor Pepsi. The reason behind that good supply and its all flavor like Thumsup, Limca, Fanta, Maaza and Sprite also asked by the user in Sahibabad Area.• Coca Cola good Brand Image not only in India rather all over the world. That’s why there is no need of Advertisement.• Company marketing policy is consumer oriented by doing mentioned M.R.P. and manufactured date.
  79. 79. • Company having expert management so that company can provides better goods & service for the ultimate user.WEAKNESS• The main weakness of the company is that company is not in position of provide all flavor’s to the customer daily or at a one time.• Customer is not happy from company marketing policy. He wants company will start special discount program or increase maximum retail price.• Most of the retailer’s problem is that no. company person comes at the shop for listening the problem.• Company top management not declare the scheme before one or two days. That’s why scheme catalogue not prepared by the lower level management. In this way retailers are not satisfy for company policy.
  80. 80. • Company management is not doing any thing for retailer. If management is not provide any relief then he will increase M.R.P.OPPORTUNITY• Company can increase his product selling by increasing plant capacity and manufacturing capacity.• Being a seasonal selling product provide all the flavor to the customer in hot session very necessary. It is the opportunity for the company.• By providing better goods & services company can increase his market share.• In present now the competitors are very less so that company can compromise its main competitor Pepsi and can take maximum profit.
  81. 81. THREAT• Company should do something for customer interest. Providing beneficial scheme and good relation to customer other wise it’s other competitor will develop and they will capture its market.• Cold Drinks selling is very much depend on customer or retailer so that retailer is not happy than sale can be effected in future.• In this time only two or three competitor are existing in the market. In the future the competitor can increase. So that company should prepare some future plan for maintaining it’s market share.• Some domestic competitor can develop in the market. Company should prepare long term future plan for permanently existing in Host Country.
  82. 82. RECOMMENDATIONS
  83. 83. RECOMMENDATIONS• Company should prepare future plan for maintain selling in market. Because company competitor can increase and can capture the market.• Company should provide special benefit to the retailer. Other wise his interest will go down from cold drinks.• Present time competition is not high in this line because it’s competitor is only Pepsi. So that company can do compromise with Pepsi and both can increase product’s M.R.P.• Company should appointed a special representative for listening retailer’s problem and solve them. He can also find out some shortcomings of salesman & others.• In case of cold drinks selling mostly depend on retailer. So that his satisfaction needed.
  84. 84. • Test of all flavor like, Coke, Thumsup, Limca, Fanta, Maaza and Sprite should also good.• Defected goods should be returnable or changeable.• Good execution is a main factor in more selling good execution improves selling.• Sales executive & salesman relation and good behavior also provide effective guidelines in increasing selling.• For more selling company person should fulfil his commitment.• In Cold Drinks line brand loyalty found only 20%. So that which will be visible that will salable.
  85. 85. The serving tray the art work of popularmagazine illustrator hamilton king in 1913. This tray valued at over $1000. The famous “Sprite Boy” was created by notedartist Haddon Sundblom and was used for the first time in 1942 advertising to introduce the name “ Coke”.
  86. 86. ANN E X U R E
  87. 87. QUESTIONNAIRE1. Name of the outlet …………………………………………………………..2. Contact Person………………………………………………………………3. Address ……………………………………………………………… ………………………………………………………………4. Telephone No. ………………………………………………………………5. Type of outlet E [ ] R[ ] G [ ] K [ ] Others [ ]6. Which brand you selling more a-Coke [ ] b- Pepsi Reason ………………………………………………………………7. Source of procurement Dealer / Whole Seller / Company vehicle Reason ………………………………………………………………8. If you want to purchase Coca Cola Brands from Company vehicle, your demand. …………………………………………………………………………9. Sale man Behavior A-good [ ] B-Bad [ ]10. Recommendations for company for more selling.
  88. 88. BIBLIOGRAPHY Internet site • www.cocacola.com • www.pepsico.com Record of N.M. Softdrinks, Sat Nirnkari Colony, Delhi Record of luminous marketing. News items of English dailies, published from New Delhi. • The Times of India • The Telegraph • The Economic Times Advertisement on coke products. Advertisement on Pepsi product. Consulted Libraries • American Library • British Library Consulted Books • Research for marketing Decision by P. Green, D.S. Tull, G. Albaum • Marketing Management -Phillip Kotler.
  89. 89. SUMMER TRAINING CERTIFICATEThis is to certify that Mohd. Asif has successfully completed his summerinternship during 05 June 2010 to 10 July 2010.The project was undertaken by his in marketing titled “Market Shareand Distribution Channel of Coca-cola”.The project on evaluation fulfills all the started criteria and the student’sfindings are his original work.I hereby certify his work excellent to the best of my knowledge.He was found sincere & hard working during this tenure.We wish his all the best for his future endeavours.for Hindustan Coca-cola Beverages Ltd.Mr. Anil Raghav(ASM)

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