Project report on marketing analysis of coca cola by nirmal pala


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Project report on marketing analysis of coca cola by nirmal pala

  1. 1. 1 STUDENT DECLARATION I ________________ student MBA here by declared that the research report entitled ‘Market Analysis & Sales Analysis Of New Product Of Coca – Cola With Their Competitive Brand” is completed and submitted is my original work. The imperial finding in this report is based on the data collected by me. -ServicesbyNiRm AL PaLA
  2. 2. 3 PREFACE Project studies constitute the backbone of my management education programme and help a lot to my studies market if a proper attempt is made on the part of the students of MBA who required undergo practical exposure in an industry. For the same I got opportunity to do the project on "MARKET ANALYSIS & SALES ANALYSIS OF NEW PRODUCT OF COCA – COLA WITH THEIR COMPETITIVE BRAND" This project is mainly based on in - depth study on bank's prospects and present relationship with prospective customers. I have placed in my best efforts in making this report a satisfaction but still I'll welcome any suggestion for improving the same. -ServicesbyNiRm AL PaLA
  3. 3. 5 -ServicesbyNiRm AL PaLA
  4. 4. 7 Pepsi-Cola attacked Coca-cola before World War-II. Coca-Cola dominated the Americans soft drinks industry. Pepsi-Cola was a drink costing less to manufacturers and with a less satisfactory taste than coke. During the Second World War Pepsi and Coke, both of them enjoyed a huge sale. After the war the Pepsi sales started to fall relatively to Coke. The factors which were responsible for the decline in Pepsi sales were poor image, poor task force, poor quality control and dull packaging. It was a momentous day when Coca-Cola staged its reliance in India. Coca-Cola was relaunched again in India in Sep. 1993 at Hathras near Ghaziabad, where the first bottling facility of Coca-Cola in India was switched on. The Indian people welcomed the comeback of their most loved cola in the country with great enthusiasm and vigor. Coca-Cola market its relaunching acquiring 5 Parle Exports Ltd. Top Selling products Viz-Thums up, Sprite, Limca, Fanta, Mazza, K. Soda,Kwater,Coke. In 2000, the company opened a new bottling plant at Dasna in Ghaziabad distt. For the supply of 300 ml Bottle and 1.5 liter Bottles. This plant is more settled equipped than the plant at Najibabad. -ServicesbyNiRm AL PaLA
  5. 5. 9 and Other Intangible Assets, "and other charges/ gains. Worldwide unit case volume increased 4 percent in the first quarter, reflecting 3 percent volume growth in North America and 4 percent internationally. The beverage industry has not been immune to the week global macroeconomic environment that has impacted many business sectors. In addition to these factors, the beverage industry, including the Company, was adversely affected by short-term external factors, including a slowdown in "away from home" consumption caused by the war in Iraq, a lengthy national strike in Venezuela, a change in deposit laws in Germany, and a shift in the timing of the Easter holiday. Doug Daft, chairman and chief executive officer, said, "The results of the Coca-Cola Company are always driven by the operational, financial and brand strengths of our entire system in our markets. Given the current volatile worldwide environment, our management team has continued to carefully monitor worldwide events and respond rapidly and effectively. We have enhanced productivity and cost efficiencies. We are also targeting our resources to the markets of greatest opportunity and stability, while taking all necessary steps to protect our business in more challenging markets. "Throughout the quarter, we achieved share gains as our system successfully responded to and managed worldwide challenges and opportunities with flexibility, speed and professionalism. Looking ahead, we are confident our results will improve during the year as we move beyond the short-term external factors that impacted this quarter". -ServicesbyNiRm AL PaLA
  6. 6. 11 OPERATIONAL HIGHLIGHS North America  Unit case growth was 3 percent for the first quarter, driven by solid performance in the Retail Division, offset by a decline in the Foodservice and Hospitality Division.  The overall industry growth was negatively impacted by the timing of the Easter holiday, poor weather conditions, and weaker traffic in restaurants, hotels and leisure channels. Despite these factors, the Coca-Cola system remained focused on local execution, resulting in growth that outpaced the total nonalcoholic ready-to-drink industry, including share position improvements in the major beverage categories.  Results during the quarter were fueled by over 2 percent growth in Trademark Coca-Cola in the Retail Division, driven by innovation and strong performance from Vanilla Coke, diet Vanilla Coke, diet Coke and the continued expansion of the Fridge Pack.  Noncarbonated beverages continued strong growth led by 22 percent growth in Dasani, 16 percent growth in Powerade and continued strong double-digit growth from Minute Maid Lemonades. Unit case volume also benefited from last year's strategic transactions involving Evain and the Danone water brands. -ServicesbyNiRm AL PaLA
  7. 7. 13 LATIN AMERICA  Unit case volume increased 5 percent in the first quarter, led by strong growth in Mexico and improving trends in Argentina, partially offset by the general strike in Veneuela.  In Venezuela, the Company's operations were shut down during the general strike that lasted throughout the month of January and most of February. As a result, operating income and equity income were negatively affected by the strike. Further, the situation reduced the Company's unit case growth rate for all of Latin America by more than I point in the first quarter. Full distribution was restored across all channels and outlets during the month of March and should continue for the remainder of the year.  Maxico unit case volume grew 14 percent in the quarter driven by strong performance from Fanta and Lift, the continued expansion of the Company's non-carbonated beverage business, the launch of the Real campaign, and the introduction of several packaging initiatives to drive system profitability. In the fast-growing water category, the Company is benefiting from natinoal marketing programs behind Ciel, the continued expansion of single-serve water packages, ad the inclusion of the Risco water brand.  In Argentina, unit case volume grew 7 percent in the first quarter, reflecting the Company's long-term strategy of investing in the country during last year's economic crisis. Further, as a result of a strong emphasis on refillable packages, brand Coca-Cola share of sales has increased 2 points versus the prior year first quarter. -ServicesbyNiRm AL PaLA
  8. 8. 15 AFRICA  Unit case volume growth of 3 percent in the quarter, cycling 11 percent growth in the first quarter of 2003.  The Southern and East Africa Division continues to generate solid growth while parts East Africa have been negatively impacted by the challenging operating environment. Despite the environment across North Africa, The Company has gained share across the region.  The Coca-Cola Real campaign has been introduced in South Africa and Nigeria and is Currently being rolled out across the rest of Africa. As a result, in Sourth Africa, Trademark Coca-Cola grew 5 percent in the quarter. In Addition, the company is continuing the introduction and expansion of juice and juice drinks and water in key markets.  Throughout Africa, the Company continues to invest and focus on business fundamentals to drive profitable volume for the system. These initiates include new cold outlet creation, improvements in market execution and availability and affordable packaging. Streamlining Initiatives During the first quarter of 2004, the Company initiated steps to streamline and simplify its operations, primarily in North America and Germany. In North America, the Company is integrating the operations of its three separate North American business units - Coca-Cola Erfrischungsgetraenke AG (CCEAG) is taking steps to improve its efficiency in sales, distribution and manufacturing. -ServicesbyNiRm AL PaLA
  9. 9. 17 A 100 YEARS OF THE CURVY GLASS BOTTLE OF COCA-COLA Coca-Cola Company marks a mile stone on Wednesday, 24th March 1899 Chattanooga; Tenn where its first bottling plant was started 100 year ago by two men struck one of the most lucrative business deals in US history. Joseph Whitehead and Benjamin Thomas offered Coca-Cola Company owner Asia Candler a dollar for the right to bottle soft drinks in 1899. Today I billion soft drinks are sold each day in more 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 Atlanta Phamacist who astonished the world. Candler thought the bottling Venture would never succeed, but he signed the contract with White Head And Thomas and way, "and the rest is history", Bob Lovell, vice president of marketing for Coca-Cola bottling company, United Inc., said in telephone interview from Chattanooga. Lovell said Thomas had seen Cuban Fields hand drinking Pina Fria a Pineapple beverages, from bottles while he was stationed in Cuba during Spanish American War. When he returned to Chattanooga, he decided to pitch the idea of bottle soft drinks to coke, which was then sold only as a fountain beverage. "It occurred to him that Coca-Cola in bottles would be very popular", Lovell said, "Mr. Candler did not see any future in it because the containers were not sound, but that's how it all came about. "Thomas and -ServicesbyNiRm AL PaLA
  10. 10. 19 -ServicesbyNiRm AL PaLA
  11. 11. 21 another in Atlanta in 1900. The unique taste of cola was an outstanding success. Over the next two decade the number of plants crossed 1000. In a bit to difference the prodect, the company adopted 6.5 ounce, pale green countor bottle designed by the root glass company of Terri Haute, Indiana. Today it is an intrinsic part of the brand. The company broadened its horizons when Robert Woodruff the son of a banker who acquired to Company for $25 million in 1919, assumed charge in 1923. He began by ungrading bottling operations, brought in innovations like a six-bottle carry home carton, and gear up advertising support. It was under Wood Ruff that the brand. Known affectionately as coke by now associated it self with sportive events. By the early 1940's the brand was selling as the "real thing" to set it self apart from "me to" cola's. As a time went by the company brought out some new aerated drinks. The first one "Fanta" appeared in the selves in 1960. Its birth was an accident, the company's German name is an attempt to produce Coca-Cola without some key ingredients, turned out into an orange flavored drink instead. its strategists who feared the dependence on just one put a cap on growth welcomed it. While Fanta was being rolled out the company bought minute made cosrp. Which in 1967 was combined with Duncan foods to pave way for the Coca-Cola foods. Several beverages followed the most notable being 'sprite', a lemon drink developed in the late 1950 and formally launched in 1961. Coca-Cola had diversified the company into businesses and it even had a steam generator and boi8ler making division. Robert C Goizueta, Cuban -ServicesbyNiRm AL PaLA
  12. 12. 23 The Coca - Cola Company The Coca - Cola Company is the world's largest beverage company. Along with Coca - Cola, recognized as the world's best - known brand, The Coca - Cola Company markets four of the world's top five soft drink brands, including diet Coke, Fanta and Sprite, and a wide range of other beverages, including diet and light soft drinks, waters, juices and juice drinks, teas, coffees and sports drinks. Though the world's largest distribution system, consumers in more than 200 countries enjoy The Coca - Cola Company's products at a rate exceeding 1 billion servings each day. For more information about the Coca - Cola Company, please visit our website at http: // www. coca- Forward - Looking Statements This press release may contain statements, estimates or projections that constitute "forward - looking statements" as defined under U.S. federal securities laws. Generally, the words "believe," "expect," "intend," "estimate," "anticipate," "Project," "will" and similar expressions identify forward - looking statements, which generally are not historical in nature. Forward - looking statements are subject to certain risks and uncertainties that could cause actual results to differ materially from The Coca - Cola Company's historical experience and our present expectations or projections. These risks include, but are not limited to, changes in economic and political conditions, changes in the non - alcoholic beverages business environment, including actions of competitors and changes in consumer preferences; product boycotts; foreign currency and interest rate fluctuations; adverse weather conditions; the effectiveness of our advertising and marketing programs; fluctuations in the cost and availability of raw materials; our ability to achieve earnings forecasts; regulatory and legal changes; our ability to penetrate developing and -ServicesbyNiRm AL PaLA
  13. 13. 25 -ServicesbyNiRm AL PaLA
  14. 14. 27 Where, R.G.M. : Regional General Manager A.G.M. : Area General Manager I.SM. : Information System Manager F.M. : Finance Manager S.M. : Sales Manager P.M. : Production Manager H.R.M. : Human Resource Manager A.S.M. : Area Sales Manager M.O.E. : Marketing Operation Executive C.D.E. : Cold Drink Executive S.E. : Sales Executive -ServicesbyNiRm AL PaLA
  15. 15. 29 PRODUCT PROFILE OF Coca-Cola The product range of the coke has listed brands: Coke : 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt Thumps UP: 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt. Limca: 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt. Fanta: 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt. Sprite: 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt. Mazza: 250 ml, Tetra Pack Diet Coke: 330ml, 1.5 lt, 2lt. Kn. Soda: 300ml, 500ml, Kn. Water: 500ml, 1lt, 2lt, -ServicesbyNiRm AL PaLA
  16. 16. 31 The 360 degree marketing communication plan for the brand will involve road shows including extensive experiential sampling sessions in markets, offices, malls and colleges. Further, a TV commercial featuring Genelia and the ‘Go Bite’ proposition of the Fanta Apple brand will be aired starting first week of November, 2008 on all the leading channels in the south. The entire brand campaign has been developed and executed by Ogilvy & Mather, Delhi. -ServicesbyNiRm AL PaLA
  17. 17. 33 A A Ready Syrup Ready Syrup T.T. Water CO2++ Soft Drink is Ready -ServicesbyNiRm AL PaLA
  18. 18. 35 (Prefinal Wash) Final Wash Clean Bottles (Washing Soft Water) Clean Bottles Clean Bottles+ Bottled Soft Drink Clean Bottles Printing Date and Price Third Light Inspection The Soft Drink is Ready FINAL PRODUCT -ServicesbyNiRm AL PaLA
  19. 19. 37 COCA-COLA ANCHOR BOTTLERS One of the driving forces behind coke's bottling system are that is anchored by 10 strategically signed business partners of the Coca-Cola Company, the anchor bottlers. Anchor bottlers are a group of select companies throughout the Coca- Cola system that are distinguished by-  A pursuit of the same strategies aims as the Coca-Cola Company in the development of the non-alcoholic beverage business.  A commitment to long term growth.  Equity position by the Coca-Cola system.  Service to a large, geographically divers area.  Sufficient financial resources to make long -term investments.  Management expertise and depth. -ServicesbyNiRm AL PaLA
  20. 20. 39 MARKET PLACE More than a billion times everyday, thirsty people around the world reach for Coca-Cola products for refreshment. They deserve the highest quality- every time. Our promise to deliver that quality is the most important promise we make. And it involves a worldwide, yet distinctively local, network of bottling partners, suppliers, distributors and retailers whose success is paramount to our own. Our investment in local communities in over 200 countries totals billions of dollars in jobs, facilities, marketing, the purchase of local goods and services, ands local business partnerships, always and everywhere, we pursue continuous innovation in the products we offer, the processes we use to make them, the packages we develop and the ways we bring them to market. -ServicesbyNiRm AL PaLA
  21. 21. 41 COMPETITOR The biggest and perhaps the only serious for the coca-cola worldwide has an already been Pepsi. In India, as per as the Cola segment is concerned the with the biggest competition to coke comes from its brands of Pepsi viz. Pepsi and Mirinda. Thums-up, which was the leading brand of Parley product, was acquired by Coca-Cola just over a year ago to bolster its market share in India. Today, Thums-up along with coke, the leading brand of the Coca-Cola Company, other still competition to Pepsi, which despite this stiff competition is still by far the single most popular Cola drink in India With both the companies being backed fully by the parent concerns based in the united state, the fight to become the dominant player in the huge Indian Soft drink market continues unabated. Aggressive ad campaign's, sale-promotion, schemes for retailers are just some of the strategies being adopted by the two companies to outwit each other and grab and large share of the market. In the Cola segment, which occupies by far the largest chunk of the soft drink market in India, the market share of Coke is 60%while the market share of Thums-up is 32.16%. The market share of Coke in this Cola Segment is 27.84%. The remaining market share is occupied by the other brands, which constitute about 14% of the Cola market share. So Coca-Cola with its two brand clubbed together i.e. Thums-up + Coke occupies a combined market share of 60% (32.16% + 27.84%) -ServicesbyNiRm AL PaLA
  22. 22. 43 PEPSI PROFILE Pepsi Co. Inc. was founded in the year 1965. Major products of the new company are Pepsi Cola. Diet Pepsi and Mountain Dew. Pepsi entered the Indian market in 1992 and now is the market leader with a market share of 26.5 percent in the cola segment. Pepsi is in between the two of it's closet competitors as far as marketing strategies are concerned. Pepsi is an international drink with Indian imagery in it's communication Traditional focus of Pepsi has been on the early teenager with a gender skew more to the female. Pepsi is by far the more aggressive player in the market. With in your face advertising continuous event marketing targeting the new generation and eye catching merchandising. It's got its selling strategy well mapped out. The company has always been innovating it's ad campaigns which has helped the company to get top of the mind recall. From "The choice of the new generation" to the "Freedom" campaign the company has been able to Indianise the brand. With the help of promotional schemes Pepsi has managed to keep the brand alive and has not let it become old. During 1995 the total ad spent by the company was Rs. 6.98 crore only on television Pepsi has set aside Rs. 8 crore for its advertising programme in the run up to and during the cricket world cup. -ServicesbyNiRm AL PaLA
  23. 23. 45 fetch the bigger portion of aerated soft drink market. Both consider India a huge potential market, as per capita consumption here is a mere 3 serving annually against the world average of 80. Therefore, they are putting in their best efforts to woo the Indian consumer who has to work for 1.5 hours to buy a bottle of soft drink. In comparison to the international norms minutes, a major hurdle to cross over for both the athletes for getting No. 1 position comparison tot he inter. Coca-Cola is well set with its 53 bottling sites through out the country giving tit an edge over competition by processing a well-built bottling and distribution set-up. On the other hand, Pepsi, with two more years in India, has been able to set an image of a winner in India and has been able to get the pulse of the India soft drink market. The soft drink giants are leaving on stone unturned and her for the long terms. Coca-Cola has been penetrating the market through its wide product range with a determination to change consumption pattern of soft drink in India. Firstly, they upgraded the whole industry by introduction 300 ml bottles, which in turn had given the industry a booming growth of 20% as compared to the earlier 5%. They want to develop a coca culture here and are working on a strategy to offer soft drink in every possible package. In Coca-Cola camp, the idea of competition has not come from Pepsi, but from the other beverages such as tea, coffee, Nimbu Pani, water etc. Pepsi is quite aggressive in its approach to Indian Consumer. They are desperately working on the strategy to be winners in the hot cola war between two big barons. According to Pepsi philosophy, it's the madness that encourages executive to think, to conjure up those creative tactics to knock the fizz out their competition. Pepsi had plumbed a large on the visibility of its blue red and white logo. They have been going with aggressive marketing by putting Sachin Tendulkar, Akshay Kumar and -ServicesbyNiRm AL PaLA
  24. 24. 47 MAIN COMPETITORS COCA-COLA V/s PEPSI Coca-Cola Pepsi Total Investment in India Rs. 250 Crores Rs. 500 Crores New Investments Rs. 2400 Crores Rs. 300 Crores Number of Employee 140 2400 Number of owned bottling Plants 9 11 Number of Franchisees 54 15 Number of Fountain 1500 4000 Total Investment by bottlers Rs. 125 Crores Nil New Plants Planned Nil 6 Overall volume of Coca-Cola products have increased by 40% whereas the industry growth rate is 20%. Last year total sale of soft drink Industry in India was approximately 170 million crates. Out of these around 60% was of Cola and other 40% was of non-Cola Brands. -ServicesbyNiRm AL PaLA
  25. 25. 49 MARKETING MIX Prof. Neil H Barden defines marketing mix as 'the appointment of effort, the combination, the designing and integration of the elements of the marketing into a programme of mix which will best achieve the objective of the enterprise at the give time." Marketing mix is the set of marketing tools that the firm uses to pursue its marketing objective of in the target market. The marketing problems are analyzed: 1. By utilizing the important forces emanating from the marketing operation of an enterprise. 2. By adopting producer & for an efficient marketing programme. ELEMENTS OF MARKETING MIX The marketing mix denotes a combination of various elements which in their totally constitute affirms marketing system. McCarthy popularized a four factor classification of the se tools called the four P"s, product, price, place promotion. -ServicesbyNiRm AL PaLA
  26. 26. 51  Inventory  Transports PROMOTION  Sales promotion  Advertisement  Sales Forces  Public relations  Direct marketing -ServicesbyNiRm AL PaLA
  27. 27. 53 DISTRIBUTION IN THE COCA-COLA SYSTEM Getting Products to Market One of the value of the coca-cola system is presence that coca-cola should exist everywhere. In the words of former CEO-India operations - Richard Nichoilas, "Our goal is to have coke available within an arm's reach of desire". To fulfill this gool, coca-cola not only produces products, but also has an effective systems to distribute them all over India. Distribution Distribution Sales + Delivery + Merchandising + Local Account Managemetn. Distribution of Coke's products includes the activities of sales, delivery merchandizing and local accounts management. These are 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. In indirect distribution, an organization which is not a part of the coca-cola system has control of one or more of the distribution elements (Sales, Merchandizing and local accounts managements). With Direct distribution there are two types of sales:- -ServicesbyNiRm AL PaLA
  28. 28. 55  Post Mix / Pre Mix India's Relationship with Coca-Cola Just after independence, the Maharaja of Patiala oversaw his coca-Cola- Cola hoarding from his huge, ornate palace, Coca-Cola export representative Frank Harrold, was awed by the Maharaja's opulent life style. In 1993 after Coca-Cola returned to India after a 16 years absence (beorge Fernandes threw the company out of the country in 1977 on the pre text that it had refuse to divalge its formula to Indian officials), CEO of the Coca-Cola Company, Robesto boirueta "Salivated over a virtually untapped market of 840 million people". -ServicesbyNiRm AL PaLA
  29. 29. 57 Availability Some of the way sin which the Coca-Cola Company hopes to increase availability of its product include improved or innovative packaging, dispensing systems, distributions system, marketing. Affordability The ways to address affordability include pricing decisions, as well as resource management. To make its product available at a price affordable to the consumer. Continually processes more efficient and therefore more cost-effective. Acceptability Making coca-Cola brand products the beverage choice for any occasion's depends on a variety of strategies to reach the target audience. The common strategies adopted to effect acceptability were though sponsorships, promotion youth market activities, community programs, and other activates. -ServicesbyNiRm AL PaLA
  30. 30. 59 E: Engineering: Engineering is a branch of science under which a given task can be performed efficiently with the help of knowledge and techniques in a short duration by employing less money. C: Communication: Communication simply means the exchange of ideas, which flows between two or more persons as well as from one place to an other place. T: Techniques: Techniques is a simply an art of performing a task the project should be finished with different techniques of works. -ServicesbyNiRm AL PaLA
  31. 31. 61 OBJECTIVE OF THE PROJECT REPORT  To analysis the sales of coca cola.  To study the position of diet coke in the market.  To comparative study between fenta apple, diet coke and pepsi cane.  To create Brand awareness of Amount People.  To know the factor effecting the sale.  To find out the needs and wants of consumer.  To find out the complains of the coca-cola products. "Change is the only thing which is const As rightly said by the someone body. The far - reaching and pervasive changes in the business environment necessitate & strategic thinking on the part of liberalization & privatization of economy is now thrown open to heavy competition from the private & public companies. It has only recently upon itself a mission to change far better services. With the opening of the different companies have tuff a head to maintain it's reputation as the number one company. Thus to maintain it's service quality, it needs to continually monitors its customers it's customers needs & preferences & attitude towards the company. So, the advertisement plays an important role the buying behaviors of the customers. -ServicesbyNiRm AL PaLA
  32. 32. 63 ADVERTISING OBJECTIVES Advertising is a form of promotion, like a promotion, the objectives of advertising is exposure, attention, comprehension, attitude change, and behavior and action. As in the case of all promotion, advertising objective should be specific. This requires that the target consumers should be specifically identified and that the effect which advertising is intended to have upon the consumer should be clearly indicated. The objectives of advertising were traditionally stated in term of direct sales goals. A better approach however is to view advertising as having communications objectives that seek to inform, persuade and remind potential customers of the worthwhile ness to the product. Advertising seeks to condition the consumer so that she may have a favorable reaction to the promotional, message. The goal is to improve the likelihood of the customer buying the particular product. In this sense advertising is an excellent example of the close relationship that exists between marketing communication and promotional strategy. Advertising objectives serve as guidelines for the planning and implementation of the entire advertising programmed. -ServicesbyNiRm AL PaLA
  33. 33. 65 WHAT ADVERTISING IS NOT: ACTIVITIES EXCLUDED FROM IT-  Advertising is not an exact science. An advertiser circumstances are never identical with those of another he cannot predict with accuracy what results his future advertising efforts will produce.  Advertising is not a game because if advertising is done properly both the buyer and the seller benefit from it.  Advertising is not a toy. Advertising cannot afford to play with advertising. They realize that advertising funds come form sales revenue and must be used to increase sales revenue.  Advertising is not designed to deceive. Apart from ethics, the desire and hope for repeat sales insures a high degree of honesty in advertising.  The activities excluded from advertising include the offering of premiums to stimulate the sale of product: the use of exhibitions and demonstrations at fairs, show, and conventions: the use of samples and the so-called publicity activities, involving news releases and the activities of personal; selling forces: the payment of advertising allowances which are not used for advertising the entertainment of customers etc.  Though these activities are not identified as advertising they all have some economic objective of stimulating sales. -ServicesbyNiRm AL PaLA
  34. 34. 67 ADVERTISING INCLUDES THE FOLLOWING FORMS OF MESSAGES The message carried in newspapers and magazines; on outdoor boards; on streetcars, and poster, on roads; on radio and television broadcasts; and in circular of all kinds, whether distributed by mail, by person, through tradesmen or by inserts in package; dealer help materials; window display and counter-display materials and efforts; store signs, motion pictures used for advertising and novelties bearing advertising messages or the4 signature. It was descriptive Project design, the study conducted was exploratory. The method used was survey. Sample size: The sample size for the Project was 100. The breakup of the sample size was done depending upon the requirement. Method of Data Collection Instrument used The instrument used to gain the response of the customers was a structured questionnaire the questionnaire conducted both closed and open ended question. The questionnaire design was carefully developed. Analysis and finding: Simple mathematical percentage method was used to analyses the responses of the sample. -ServicesbyNiRm AL PaLA
  35. 35. 69 -ServicesbyNiRm AL PaLA
  36. 36. 71 Information Required:  Information regarding services provided. Type of Project: PROJECT METHODOLOGY PROJECT METHODOLOGY PROJECT DESIGN data and collection method FIELDWORK analysis and interpretation -ServicesbyNiRm AL PaLA
  37. 37. 73 RESEARCH Research in common partance refers to a search for knowledge. One can also define research as a scientific and systematic search for pertinent information on a specific topic. Systematized efforts to gain new knowledge. Can called research process. According to differed Woody research comprises defining and redefining problems, formulating hypothesis or suggested solutions, collecting organizing and evaluating data making deductions and reaching conclusions and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis. TYPES OF RESEARCH: The Basic Types of Research Are as Follows: 1. Descriptive vs. Analytical: Descriptive research includes survey and fact-finding equines of different kinds. The major purpose of descriptive research is discretion of ten states of affairs, as it exists at present. In social science and business research studies. The main characteristic of the method is that the are searcher has no control over the variables. He can only report what has happened or what is happening. Most exposit factor research projects are used for descriptive studies in which the researcher seeks to measure such items. -ServicesbyNiRm AL PaLA
  38. 38. 75 discovering the underlying motives and desires, using in depth interviews for the purpose. Other techniques of such research are word association tests, sentence completion tests, story completion tests and similar other projective techniques. Attitude or opinion research i.e. research designed to find out how people feel or what they think about a particular subject or institution is also qualtitative research. Qualitative research is specially important in the behavioural sciences where the aim is to discover the underlying motives of human behaviour. Through such research we can analyse the various factors which motivate people to behave in a particular manner or which make people like or dislike a particular thing. It may be stated, however, that to apply qualitative research in practice is relatively a difficulty job and therefore, while doing such research, one should seek guidance from experimental psychologists. Sample Units: Two of the Number one brands in India namely brands Coca Cola and Escorts Yamaha, respectively, were chosen on the basis of their market shares. These two industries were chosen on the basis of the usage of the products, as the usage of FMCG's and Consumer Durable high and is noticeable. Moreover two different industries were also chosen keeping in mind objective of the Study. Sample Design: Non-probability sampling was resorted to and the methods used is Convenience sampling and Judgment sampling. Sample Design: The total sample size is 120 which includes consumers of all the four brands, retailers of Pepsi & Coca Cola. -ServicesbyNiRm AL PaLA
  39. 39. 77 DATA COLLECTION There are two types of data; 1. Primary data 2. Secondary data Primary Data: Primary data are those, which are collected afresh, and for the first time. in this Project work Projector has collected only primary data. The primary data has been collected through survey method. Secondary Data: Secondary data are those already been collected by someone else and which have been passed through the statistical process. Secondary data may be published or unpublished data like from newspaper, books, journals, government records, company's record, and public. PROJECT AREA For the completion of my Project report Ghaziabad was allotted to me for my Project report work. I have completed all the tasks in Ghaziabad. Ghaziabad is a big city. The name of places of Ghaziabad where I meet to the different customers. -ServicesbyNiRm AL PaLA
  40. 40. 79 DO YOU TAKE COLD DRINKS YES NO 92 8 Out of 100 RESPONDENTS 92 TAKE COLD DRINK 92 8 0 10 20 30 40 50 60 70 80 90 100 1 2 2-D Column 1 -ServicesbyNiRm AL PaLA
  43. 43. 85 WHAT IS YOUR PREFERRED PACKING AVAILABILITY NO. OF REPONDENTS 200ML 30 300 ML 23 500ML 10 1 LTR. 5 1.5 LTR. 10 2 LTR. 15 FOUNTAIN 2 CAN 5 OUT OF 100 RESPONDENTS 30 PREFER 200ML 30 23 10 5 10 15 2 5 0 5 10 15 20 25 30 35 -ServicesbyNiRm AL PaLA
  44. 44. 87 SWOT ANALYSIS STRENGTHS  Coke Company has a good market reputation and a strong distribution network.  Coke is having a multi brand strategy ad is looking for a great volume opportunity in India.  Coke is presently no. 1 player in Indian Carbonated soft drinks market.  Coke was born 11 year before Pepsi (in 1987) ad a century later still maintains that pioneering least.  Pepsi and coke both have good brand image. WEAKNESS  Coke has less no. of retailers  Less force - it has less no. Have owned bottling plant.  It has not planned for setting up of any new plants where their competitor has planned to set up several new plants. OPPORTUNITY  A rapidly growing market, which is expanding @ 205 every year.  It can take the market very well with the new investment of Rs. 2400 corers.  It can give a big jerk to its major competitor Pepsi it can increase its number of fountain to a sizeable amount. -ServicesbyNiRm AL PaLA
  45. 45. 89 1. -ServicesbyNiRm AL PaLA
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  48. 48. 95 CONCLUSION In the end I would like to conclude that this route ride was a great learning experience for me, in which I learned about the marketing skills and strategic applied in the market for sale of a product and marinating the company standards in the competitive market conditions. After going thick on the things, now time is to makes a complete picture. Marketer needs to use advertising and brand building strategies to address the discerning buyers and retail push to in different buyers. The manufacturer should understand consumer behaviour because retailers can't help quality and price. It is only upto manufacturers to deliver what the consumers want. I need to stress on it because 61% consumer said it is demand they sell coca-cola 39% agree that at retail shop it is brand popularity, which determine the purchase of biscuit. The is a grater needs to understand the consumer behaviour considering them as a team; working for the company may help them to be attached to the company. There should be a feeling of belonging to the company in inner of the consumer. Setting values club for consumer so that they may -ServicesbyNiRm AL PaLA
  49. 49. 97 -ServicesbyNiRm AL PaLA
  50. 50. 99  Batra Rajeev & John G. Myers & David A. AAKER; Prentice Hall, 5th Ed. 2003.  Kothari C.R. Research Methodology; Method & Techniques, Wishwa Prakashan, New Delhi, 2nd Ed. MAGAZINES:  Business To-day (Weekly), July 2012  Business Word (Weekly), August 2012  The Managers (Monthly), August 2012  The Week (Weekly), July 2012 WEBSITES:    -ServicesbyNiRm AL PaLA
  51. 51. 101 6. Which is your preferred Packing (a) 200 ml (b)300ml (c) 500ml (d)1Ltr. (e) 1.5 Ltr. (f) 2 Ltr. (g)Fountain (h)Can 7. How many times do you take in a week? a. Almost everyday b. Twice a Week c. Thrice a Week d. Once e. Not regular 8. If, yes by which media you came to know about this? (a) T.V ads (b) Print media (c) Retailers (d) hoarding (e) Any other media 9. Why do you prefer a particular brand of cold drink? --------------------------------------------------------------------------------- -------------------------------------------------------------------------------- Name: _____________________________________________________ Age: 15-20 21-24 25-35 35 and above Family Income: ___________________________________________ Occupation: ________________________________________________ -ServicesbyNiRm AL PaLA