This document appears to be a student's summer internship report on their project studying Coca Cola's marketing strategies and distribution channels in India. It includes sections on the company profile of Coca Cola, objectives of the project, distribution channels, the soft drink market in India, competitive arena, SWOT analysis, research methodology, and recommendations. The student declares this is their original work conducted as a summer intern at Coca Cola Beverage Pvt Ltd under faculty guidance.

1. A PROJECT REPORT OF MARKETING
STRATEGIES AND DISTRIBUTION
CHANNEL OF
COCA COLA BEVERAGE PVT LTD.
Submitted by:
Tushar Verma
B.COM (HONS)
ENROLLMENT NO.
A7004610054
Under Guidance Of :
Industry Guide : FacultyGuide
Mr. Chitresh Tiwari Miss. Sana Moid
Marketing Executive Manager ABS, Lucknow
(SUMMER INTERNSHIP REPORT IN PARTIAL FULFILLMENT OF THE AWARD OF FULL
TIME
BACHELOR OF COMMERCE HONORS 2011-12)
AMITY BUSINESS SCHOOL
AMITY UNIVERSITY UTTAR PRADESH LUCKNOW
1

2. DECLARATION
I hereby declare that I have carried out Summer Training Project on the topic entitled
“Comprehensive Study of Coca Cola” at Lucknow, Uttar Pradesh.
I further declare that this project work is based on my original work and
no part of this project has been published or submitted to anybody.
TUSHAR VERMA
B.COM(HONS.)
2

3. FACULTY GUIDE CERTIFICATE
Forwarded here with a summer internship report on “Comprehensive study of Coca
Cola” of Coca Cola submitted by Tushar verma Enrollment NO. A7004610054
student of B.COM HONS. (2010-13)
This project work is partial fulfillment of the requirement for the degree of Bachelor
Of Commerce Honors from Amity University Lucknow Campus, Uttar Pradesh.
Miss. Sana Moid
Lecturer
AMITY UNIVERSITY,
LUCKNOW CAMPUS
UTTAR PRADESH.
3

4. STUDENT’S CERTIFICATE
Certified that this report is prepared based on the summer internship project undertaken
by me in COCA COLA BEVERAGE PVT LTD. from 15th May 2012 to 30th June
2012, under the able guidance of Miss. SANA MOID in partial fulfillment of the
requirement for award of degree of Bachelor of Commerce honors B.Com from Amity
University, Uttar Pradesh.
Date:
Tushar verma Miss. Sana Moid Prof. V.P. Sahi
(Student Name) Lecturer (Faculty guide) (Director ABS)
4

5. PREFACE
In summer the consumption of soft drinks is more due to hot weather in this time
chilled weather is needed everywhere and every body irrespective of age difference. In
the market peoples not only need water, but they want same taste too. Here comes the
need of soft drinks: it has become an essential part of market as people like it in
addition to the bottles, now day’s packages of soft drinks i.e. Tin cans. Pet packs of i.e.
Litters canisters and dispensers are introduced to enhance the impact in sales.
As an integral part as curriculum all B.com(Hons.) a participant are required to
undergo practical summer training in any industry for 6 to 8 week’s period. The main
objective of this training is to supplement theoretical knowledge with exposure to
practical operator of an organization or industry. Candidate tale much help from this
training when he get the job after completed the curriculum in this training candidate
get the better opportunity to in meet the Retailer conjurer, whale sellers dealer by
which candidates gain more and more information about the market. By this practical
Experience candidate confident level is improved. Consequently we can say this
training provide better understanding of all functional areas of management skills.
5

6. ACKNOWLEDGEMENT
The Research report will be incomplete without acknowledge giving my sincere,
gratitude to all persons who have helped me in the preparation of this dissertation. First
of all, I thank “GOD ALIMIGHTY” for the blessings showered on me throughout this
project work, which has helped me in the successful completion of the training. I
express our thanks to Coca cola Hindustan Beverages Ltd. for granting me the
permission to work with the esteem organization. I am also thankful to Mr. Ashutosh
Sharma (Sales Co-ordinator) and then to Mr. Chitesh Tiwari (Marketing Execution
Manager) and then to Devendra Kumar (SE) and then to Pankaj Chaudhary (Logistic
Co-ordinator) of Coca cola Hindustan Beverage Ltd. They guided and helped us in all
possible ways they could, at every stage of the report.
I would also like to thank all the Executives, distributors & staff of Coca cola who
provided us all the relevant information and their kind support, on the basis of which
this report has been prepared.
.
6

7. CONTENTS
TOPIC PAGE NO.
CHAPTER 1 10
INTRODUCTION
13
CHAPTER 2COMPANY PROFILE- COCA COLA
OBJECTIVE OF THE PROJECT 18
DISTRIBUTION CHANNEL 23
MARKET OF SOFT DRINK IN INDIA 25
COMPETATIVE ARENA 27
SWOT ANALYSIS 55
CHAPTER 3 60
RESEARCH METHODOLOGY
CHAPTER 4 RECOMMENDATION 79
ANNEXURE – QUESTIONNAIRE 81
BIBLIOGRAPHY 83
7

8. LIST OF FIGURES
Page no.
Figure 1 15
Figure 2 21
Figure 3 39
Figure 4 39
Figure 5 40
Figure 6 41
Figure 7 41
Figure 8 42
Figure 9 43
Figure 10 43
Figure 11 43
Figure 12 44
Figure 13 44
Figure 14 44
Figure 15 45
Figure 16 46
Figure 17 67
Figure 18 68
Figure 19 70
Figure 20 71
Figure 21 72
Figure 22 72
Figure 23 73
Figure 24 74
Figure 25 75
Figure 26 76
Figure 27 77
Figure 28 78
LIST OF TABLES
Page no.
Table 1 16
Table 2 16
Table 3 45
8

9. CHAPTER 1
9

10. Introduction
Modern age is full of competition. Today only way of success is your continuous
efforts towards the growing market needs and in satisfying them. It is the marketer job
to know what the market speaks i.e. the ever changing needs of the customer through
market research & adopt them fruitfully. It is must for all the companies to make
policies according to the customers and the govt. Today to succeed for any
organization has to target its customer needs, to create a culture in the organization i.e.
market conscious & responsive to customer needs. Soft drinks industry has become big
business in India in recent years.
The soft drink business under went major change with the entry of PEPSI and re-entry
of COCA-COLA in India in the late 80s when Parley with brands like Thumps, Limca
& Gold spot was a clear leader. Coca-Cola took up the product line of parley in 1993-
94; today both brands are the Indians favorite soft drinks.
10

11. HISTORY OF COLA
The cola industry has phenomenal possibilities for rocketing profit growth inspite of
the sign of relief heaved by the manufacture at the abrupt sensational termination of
coca cola monopoly the tastes of cola is by no means extinguished the coca. Cola have
a status 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 still if international
standard area considered the per capita consumption of three serving in rock bottom,
less than even our neighbors Pakistan and Bangladesh, where it is four more as much.
So with kind of a market potential coke entered in India in 1991 after the permissions
of setting up Britico Food company to coke was granted by the government in Pune in
1992 the plant was established for is deducted then the bottle are taken out of the line
and cleaned again or rejected.
The most important step is the mixing of drink concentrate dissolved in the soft water
the sugar syrup at the same time. Carbon dioxide is passed in the drink to produce a
fizz.
After the crowing of the bottle the crown contains the manufacturing data batch
number and Time.
After crowing the bottle, the bottle comes again at checking screen for checking the
bottle.
11

12. CHAPTER 2
12

13. Company Profile Coca-cola (US)
Coca cola is a world leader in beverages, with revenues of about $35 billion and over
180,000 employees. The company consists of the snack business of Frito-Lay North
America and the beverage and food businesses of Coca cola Beverages and Foods,
which includes Coca cola Beverages North America (Cola North America and
Gatorade/Tropicana North America) and Quaker Foods North America. Coca-cola
International includes the coffee businesses of Frito-Lay International and beverage
businesses of Coca-cola Beverages International. Coca-cola brands are available in
nearly 200 countries and territories.
Many of Coca-cola brand names are over 100-years-old, but the corporation is
relatively young. Coca-cola was founded in 1923 through the merger of Pepsi-Cola
and Frito-Lay. Tropicana was acquired in 1998 and PepsiCo merged with The Quaker
Oats Company, including Gatorade, in 2001.
Coca-cola Company – Coca-cola (formulated in 1898), Diet coke(1964) and
Mountain Dew (Introduced by Tip Corporation in 1948).
KO is the world leader in the food chain business. It consists of many companies
amongst which the prominent one is Pepsi cola, frito lay, Pepsi food international,
pizza hut, and KFC and taco bell. The group is presently into three most profitable
businesses namely, beverages, snack foods and restaurants. It has scores of big brand
available in nearly 150 countries across the globe.
The beverages segment primarily market Pepsi diet, mountain dew and other brands
worldwide and 7UP outside the U.S. market. They are positioned in close competition
with Coca-Cola inc. of USA. A point to be noted is that coca cola get 80% of its profit
from international operation while same figure of Pepsi co. stand at 6%, the segment is
also in the bottling plants and distribution facilities.
The restaurant segment primarily consists of the operations of the worldwide pizza hut,
Taco Bell and KFC. Long time no.2 player in the cola wars, Pepsi co. is widening the
play field, over the last years; the company has invested more than $2billion in its
worldwide operations.
When Coca-Cola changed its formula in 1985, Pepsi stepped up its competition with
its long time archival claiming victory in the cola wars. Coke and Pepsi expanded their
rivalry to tea in 1991 when Pepsi formed a venture with #1 Lipton in response to
coke’s announced venture with nestle (Nestea) it has won over 30% of the ready to
drink tea market, a part of the so called “new age” beverages segment.
13

14. The beverage industry has witness the phenomenal growth over the last few
years necessitating capacity increase and builds up of commensurate infrastructure to
meet the business growth, which is accordingly matched.
PepsiCo’s success is the result of superior products, high standards of
performance, distinctive competitive strategies and the high integrity of our people.
Mission of the Company:
Continuously excel to achieve and maintain leadership position in the chosen
businesses; and delight all stakeholders by making economic value additions in all
corporate functions. Coca-Cola bottling plant opens in 1950 in New Delhi, operated by
pure drinks Ltd. In 1951 Bombay plant opens, also operated by pure drinks Ltd. In
1953 and 1954 Calcutta & Kanpur bottling plant opens cont. 1973 was the time when
22 bottling plant operated in 13
States. In 1978 Coca-Cola withdraws Indian operations.
In 1992 KO resumes business operation in India in joint venture with
JMRPCO. After that KO acquires Parles brands (Thumps up, Limca, Maaza, Gold
spot, Cintra, Rimzim.) 1994-Plants open in Bombay, Calcutta and New Delhi. In 1996
Can, PET plant started in pune. 1998-First Greenfield plant opens in Ahmedabad.
Coca-Cola buys a no. of bottlers in India. Integration of all bottling units into 1
pans India Company bottler, HCCBPL in 1997-1999. In july 2005 HCCBPL becomes
a separate bottling entity (CBO) reporting in bottling investment group (BIG), Atlanta.
14

15. BUSINESS SEGMENTS
The KO Group is divided into three-business segments- Beverage, Food and
Education. It has a leading market position in each of its three business segments. Our
balanced portfolio produced a solid business performance. Products and services,
which look to the future, ensure that we will be well placed in growth markets.
FIGURE 1
TYPES OF COOLERS
• 2 cacs
• 4 cacs.
• 7 cacs
• 9 cacs
• 11 cacs
15

16. • 20 cacs
• 30 cacs
RAT
E LIST-2010
Brand Basic Rate Amt.Vat charge @ Total
12.5 %
200 ML 149.33 18.67 168.00
300 ML 190.22 23.78 214.00
SD 300 129.78 16.22 146.00
ML
SD 500 224.00 28.00 252.00
ML
600 ML 394.67 49.33 444.00
1.25 LTR 337.78 42.22 380.00
2 LTR 364.44 45.56 410.00
DT 330 444.44 55.56 500.00
ML
330 ML 444.44 55.56 500.00
KIN 144.00 18.00 162.00
500ML
KIN 1 LIT 97.78 12.22 110.00
TABLE 1
16

17. FRU
IT JUICE
Brand Basic Amt.Vat Charges @ 4 % Total
Rate
MZ 200 ML 278.85 11.15 290.00
MZ 250 ML 205.77 8.23 214.00
MZ 600 ML 530.77 21.23 552.00
MZ 1200 ML 480.77 19.23 500.00
MMPO 400 ML 509.62 20.38 530.00
MMPO 1.2 LTR 600.96 24.04 625.00
TABLE 2
17

18. OBJECTIVE
The objective of my training is survey in ALAMBAGH and CHARBAGH (A&B
Routes) in order to find out Market Share Of Coca Cola And Channel Of Distribution
it means we have to find that what is the market share of coca cola in the market and
what is the market share of his competitor Pepsi and we have to find that customer take
coca cola brand from company vehicle or from dealer.
18

19. Coca-Cola entry in India
Coca-Cola bottling plant opens in 1950 in New Delhi, operated by pure drinks Ltd. In
1951 Bombay plant opens, also operated by pure drinks Ltd. In 1953 and 1954
Calcutta & Kanpur bottling plant opens cont. 1973 was the time when 22 bottling plant
operated in 13States. In 1978 Coca-Cola withdraws Indian operations.
In 1992 KO resumes business operation in India in joint venture with
JMRPCO. After that KO acquires Parles brands (Thumps up, Limca, Maaza, Gold
spot, Cintra, Rimzim.) 1994-Plants open in Bombay, Calcutta and New Delhi. In 1996
Can, PET plant started in pune. 1998-First Greenfield plant opens in Ahmedabad.
Coca-Cola buys a no. of bottlers in India. Integration of all bottling units into 1
pan India Company bottler, HCCBPL in 1997-1999. In July 2005 HCCBPL becomes a
separate bottling entity (CBO) reporting in bottling investment group (BIG), Atlanta.
19

20. THE PRESENT POSITION OF COKE IN INDIA
Coke is a house holds name and is the lips of every one. In present time every person
knows the name of coca cola since India is one of biggest market and sultry summer
from March the end of October and huge population has immensely helped in the sales
the sales of coke in India and its making it more economical.
Last years, the market share of Coca Cola was not specific. In this year company’s top
management adopted new policy and decreased the rate of all brands of coke. By this
decision top management determined the rate of 300 ml / 7Rs. And they made a new
brand of 200 ml determine the rate of this brand 5Rs. By which medium size family
and lower level family can be taken the enjoy of coke. By this decision company’s
marketing share has been increased.
In present time coke is captured approximate 70% market share in cold Dinks line.
Now coke has defeated all the soft drinks company. According to service and
according to advertising coke has appropriate position.
It has now emerged as the winner and has a good image in the market.
Coke has even sponsored the wills cricket world cup 96 at an estimated cost of 26
corers.
20

21. ORGANIZATION STRUCTURE
Coca-Cola Hindustan Beverage Ltd.
FIGURE 2
21

22. PRODUCTION PROCESS OF SOFT DRINK
The production process is highly mechanical is and automatic the raw material
required for soft drink are concrete sugar syrup and treated bottled the entire process
take in the following steps.
The first step in the production involves conversion of hard water in the soft water.
The next step is the preparation of sugar syrup in the plant itself the content of the
syrup various according to the brand prepared the syrup at most can be stored for 4
hours.
Then the bottle is cleaned thoroughly before is done with steam water jets and caustic
soda.
Bottle are then moved on a conveyor belt in a line and are closely examined in case
some impurity is left. It the impurity the concentrate coke is not a now product for the
Indian it was there in India till 1977 but had to leave India on mass demonstration led
against it, instigated by the local brands it was leaded by Mr. George Fernandes in
Agrain UP so when the program of re-launching was made, it was again (where it was
made o leave the country), on the 24th October 1993 in order to a strong hold in the
Indian market, it signed a pact with Mr. Ramesh Chauhan of Parle exports. Thumps
Up, Limca, Gold Spot, Citra, Maaza, Bisleri Club Soda etc. at a cost of $40 million by
doing so they gripped the Indian market of soft drinks and captured 65% of the entire
soft drinks much that the competition was tougher and commodities was of the same
standard. So the going was tougher, but still it has managed to gain and keep in.
22

23. DISTRIBUTION CHANNEL
Distribution means supply of goods from company to its ultimate user. After
manufacturing the product the important work for the is to provide its goods to its
ultimate user at the right time and when manufacturing process has been over. Than
marketing work will be start by the marketing Department adopt the policy for
providing goods to the consumer at the right time and place. Distribution means the
way be which the product reach to the hand of consumer these all process comes under
the Distribution of Network. Good distribution network is essential for more sailing
and customer satisfaction. If customer or retailer is not satisfy of your distribution net
work. It reflect that company’s Distribution is not good and some thing is wrong any
when.
The Distribution of Coca Cola of best. Company don’t want to take any
type of risk so they have made the distributor in different 2 areas.
Distributor take the flavors from the company and deposit all the payment
in advance by this process company get all the money at the right time.
Distributors establish all the goods in bare house company are appointed 2
or 3 executive for marketing. Executives are getting the salary from
company. But sales man helper, loader, appointed by the Distributor.
Distributor is liable to give the salary to the sales man helper; loader and
clerk the sales man do the work under the pressure of Executive.
From the bare house company launch the flavors in the market. The flavor reaches in
the market to the retailer by two medium.
23

24. 1) By the company vehicle
2) Dealer
Company vehicle and dealers both provided the flavors to the Retailer.
Retailer sales the flavor to the consumer. This is the good marketing strategy.
24

25. SOFT DRINK MARKET IN INDIA
Today India is one of the most potential markets, with population of around 900
million people, the Indian soft drinks market was only of 200 cases per year. This was
very low even compared to Pakistan and Philippines. Population and potential market
are two major reasons for major multinational companies of entering India. They feel
that a huge population coupled with low consumption can only lead to an increase in
the soft drink market. Another increase in the sale of soft drinks in the scorching heat
and the climate of India, which is suitable for high sale of soft drinks. All these factors
together have contributed to a 30% growth in the soft drinks industry. If the demand
continues growing at the same rate, within two years the volume could touch 1 billion
cases. All these factors are the reasons for the entry two giant of the soft drink industry
of the world to enter the Indian market. These two giants Pepsi and Coca-Cola,
Themselves share 96% of the soft drink market share. Rest is shared by Cadbury’s
Schweppes, Campa Cola and other soft drink brands. But was the scene same 20 years
ago? The answer is No. 1970 was the year of pure soft drinks Campa cola and Parle
people (Thumps up and Limca).
Soft drink consists of a flavor base, sweetener and carbonated water. In general terms
non-alcoholic drinks are considered as soft drinks this name soft drink was given by
Americans as against hard which is mainly alcoholic.
The major participants involved in the production and distribution of soft
drink are concentrate and syrup producers, bottlers and
Retail channel. Concentrate producers manufacture basic soft drink flavors and retail
channel refers to business location that tells or serves the products directly to
consumers.
25

26. Soft drink is not a product, which a person plans to buy before hand, but is an impulse
purchase. Lots of sale depends upon the strength of merchandizing done at the point of
sale.
It all begin in 1977, a change in government at the center led the exit of coca-cola
which preferred to quit rather to dilute its equity to 40% 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 over to
Campa Cola.
The beginning of 1980’s saw the birth of another cola drink, Thumps up, 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 in India market, as a NRO-run out fit with its plant in Nasik { Maharastra }, in
1978 Parle, Indian soft drink’s market (share 33%) with its gold spot and Limca
brands. Later Thumps Up also started Thumps Up. At the same time the threat to the
Indian soft drinks was that of fruit drinks. In 1988, fruit drinks market was valued at
Rs. 40 corers and grew at the rate 20%.
Coca-Cola entered Indian by buying up to 69% of the 1,800 corer soft drink market
{ i.e. 5 Parle Export brands of Thumps Up’s Limca Gold spot, Citra & Maaza }.Today
the scene has changed making it a direct battle between two giant Coca-Cola and
Pepsi. The picture will become clearer by looking at the India market shares in the
beverage industry.
One of the strongest weapons in Coke armory is the flexibility it has empowered its
people with. In Coke every employee, may he be a manager or salesman, have an
authority to take whatever steps he or she feels will make the consumers aware of the
brand and increase its consumption. Thus Coke believes in establishing and nurturing
26

27. creditability of the salesman and making commitment to grow business in accounts.
All these factors together led to a high growth in the Indian market and constantly
increasing market share.
COMPETITIVE ARENA
The soft drink market all over the world has been witnessing a neck to neck battle
between the two major players, Coca-Cola and Pepsi since the very beginning. The
thirst quenchers are trying hard to have the major chunk of the pie of carbonated soft
drink market. Both the players are spending their energies in building capacity,
infrastructure, promotional activities etc.
Coca-Cola being 11 years older than Pepsi has dominated the scene in most of the soft
drink markets in the world and enjoying leadership in terms of market share. But the
Coca-Cola people are finding it hard to keep away Pepsi, which has been narrowing
the gaps regularly. The two are posing threats to each other in every nook and corner
of the world. While Coca-Cola has been earning most of its bread and butter through
beverage sales, Pepsi has a multi products portfolio with some portion from the same
business.
The two warriors are face to face once again here in India with different strategies and
tactics to attack the rival. Coca-cola is focusing upon the joint ventures with the
existing bottlers { fobo } franchise owned bottling operations to enhance its control on
manufacturing and marketing of its products range and attain the quality standards of
its class.
Countering it Pepsi has taken the battle in its own hands by floating as investment of $
95 billion to set Pepsi Company. India holdings, as subsidiary for {cobo} company
owned bottling operations. Both the companies are following different path to reach
the same destiny i.e. to 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 to the inter. Coca-cola is
well set with its 53 bottling sites through out the country giving it 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.
27

28. 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 Amir Khan, Akshay
Kumar and their advertisement to endorse their brand, the role models for its targeted
consumer the teenagers. They have increased the fizz in the market place by
introducing the dispensers called fountain Pepsi and has been enjoying a lead over its
rival there.
Coca-cola on the other hand, has been working on the saying slow and steady wins the
race’s side by retailing to every more of its competitor. They have procured the shield
of thumps up with a handsome market share in Indian soft drink market.
Countering Pepsi’s international commercial that used two chimpanzees to cock a
snoop at coke, thumps up come with the ad line, don’t be Bandar, and taste the
thunder. Also thumps up has been positioned now very near to that young image of
Pepsi and giving it a though time.
These cool merchants have put everything on fire. It coke got the status of the official
drink of wills. World cup, Pepsi blushed as nothing official about it. As thumps up
projected as ‘saaree jahan se achcha’ Pepsi was passionate enough with ‘freedom to
be’ and now the “yeh dil mange more” when thumps up came with thunder blast, the
other offered ‘Pepsi stuff card’. If red is meant for coke, Pepsi has chosen to be blue.
28

29. COKE’S MARKETING STRATEGIES
Coke decides on its marketing strategies at a national level and lends them a local
flavor. For example, while festival mood plays a strong role in marketing, it is
activated for Durga Puja in Calcutta, Dandiya in Gujarat, etc., Coke has its focus 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 Javagal Srinath. It slowly started talking about youth passions
like cricket, films, festivals and food. Soon the advertisements started giving the
message, “Eat Cricket, Sleep Cricket, Drink only Coca-Cola” And now it has
started modifying film hits to frame catch lines that appeal to the youth. This particular
strategy has worked well for coke.
Coke is focused on distribution to ensure that its products are within customer’s reach.
And it saves its focus has begun to pay it dividends. As per mid-1998 figures coke is
selling as many bottles in the hinterland of Punjab as it does the four metros.
29

30. THE FUTURE OF COCA COLA
While doing business overseas offers coke wonderful growth opportunities it also has
its own disadvantages. The economic slowdown in various overseas markets and the
strong dollar had their impact on coca-cola revenues and bottom line in 1998. But the
company optimistic about the future.
M Douglas Investor, the Chief Executive Officer of the Coca-Cola Company says,
“This past year 1998 has been a challenging period for the Coca-Cola Company as
economic environment became more uncertain in the later part of 1998, we strongly
believe that our fundamental opportunities for long term growth have not changed”.
As long as maximization of share holder wealth remain Coke’s focus for its future is
assured Goizueta had stated and proven to the world that focus on shareholder wealth
does more good to the company than focus on revenues and it is not that coke does not
enjoy volumes for it is world’s No.1 soft drink manufacture. It is not content with this
title and is aiming at higher volumes year after year. Surely coke will continue to grow.
Point on Roberto had reduced the company basically to its trademark and the returns
are so astronomical as to be off the boards. It just absolutely added a jet engine to their
performance.
30

31. COCA COLA GLOBALIZATION STRATEGIES
The coca-cola company is global player and approximately 70 % of its volume and 80
% of its profit come from outside the United States of America. Although it was
perceived as a standardized brand across the world, coca-cola had been quietly fine
turning its international marketing strategies to suit the needs of individual national
markets. Only the brand coca-cola, sprite and fanta were marketed globally. In Latin
America and Europe, where a heavy consumer preference existed for lemon lime and
orange sodas. Coke had developed a wide range of formulations and flavors to cater
the needs of different countries. In ei salvador and venezuela, a version of fanta called
fanta kolita a cream soda type of drink became extremely popular. Similarly, in
indonesia coke had been selling pineapple and banana limca, maaza and thumps up in
1993.
31

32. 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 1 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 though the bottling venture would never succeed, but he signed the contract
with white head and thomas any 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 whitehead promised to pay one dollar for the right
to bottle coca-cola, but legend has it that no money changed hands.
32

33. 33

34. COKE’S BOTTLING STRATEGIES
In the soft drink business the bottlers are responsible significant extent for ensuring the
availability of the products. Bottlers are supplied with concentrate to which they add
aerated water and bother ingredients before packing and sealing either cans or bottles.
Bottlers play a strategic role in the success of soft drinks companies and this was not
far from Goizueta’s mind.
In 1986 the company merged some of its company owned bottling operations with two
large ownership groups that had been put up for sale. All these bottling activities were
combined to from its own subsidiary Coca-Cola Enterprises (CCE) to handle bottling
operations. The Coca-Cola Company took 49 percent equity stake in Coca-Cola
Enterprises enabling it to retain its own balance sheet.
34

35. PROMOTION : THE COCA-COLA WAY
Goal for the 90’s
“TO PLACE COCA-COLA WITHIN AN ARM’S REACH OF DESIRE.
Consumer activity clusters:-
• Grocery shopping
• Other shopping & services
• Eating and drinking
• Entertainment / Recreation / Leisure
• Travel / Transportation / Hospitality
• Educational
• At Work
The 3A’s:-
The strategy for reaching in creasing numbers of consumers in India is based on the
belief that consumers will buy our products it they are Available, Affordable and
Acceptable.
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.
35

36. The 3A’s is Coca-Cola underlying strategy for meeting its goal to reach increasing
numbers of consumer’s. How does coke position its limited resources to help meet its
good? Let us explore the specific ways in which the Coca-Cola system addresses each
of the 3A’s:-
Availability
Some of the ways in which the Coca-Cola Company hopes to increase availability of
its product include improved or innovative packaging, dispensing systems,
distributions system and 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 occasions depends on a
variety of strategies to reach the target audience. The common strategies adapted to
effect acceptability were though sponsorships, promotion youth market activities,
community programs, and other activates.
36

37. DISTRIBUTION IN THE COCA-COLA SYSTEM
Getting Products to Market
One of the values of the coca-cola system is presence that coca-cola should exist
everywhere. In the words of former CEO-India operations – Richard Nicholas, “Our
goal is to have coke available within an arm’s reached of desire”. To fulfill this
goal, coca-cola not only produces products, but also has an effective system to
distribute them all over India.
Distribution
Distribution sales + delivery + merchandising + local account management.
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).
37

38. 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 performed by the same persons.
In advanced sales, sales and delivery are performed by different people within the
coca-cola system.
Difference between a customer and a consumer.
• 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.
Merchandizing
One the products are delivered to the customer’s they are promoted at the point-of-
purchase to maximize the company’s sales opportunities, merchandizing involves
looking at the presentation of the products through the eyes of the consumers. It is an
on-going process that help the company present its products properly to the consumers
in the market place for instance, is the display attractive? Are the product neatly
organized.
Presenting the products
Coca-cola presents its products for sale in four different ways. They are as follows:-
• Secondary display
• Coolers
• Vending machines
• Post mix / pre mix
38

39. India’s relationship with coca-cola
Just after independence, the maharaja of patiala oversaw his coca-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 year
absence (George 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, robes to boirueta “salivated over a virtually untapped market of 840 million
people”.
39

40. MAAZA
“YAARI-DOSTI TAAZA MAAZA”.
WITH THE REAL FRUIT TASTE KIDS LOVE, PLUS ADDED CALCIUM,
MAAZA’S TAGLINE, “YAARI-DOSTI TAAZA MAAZA” MEANS “FRIENDSHIP
MOMENTS WITH FRESH
FIGURE 3
MAAZA” IN HINDI.
Maaza was introduced in India in 1984 as a non-carbonated mango fruit drink. It was
acquired by The Coca-Cola Company in 1993 and is currently available in three
flavors, mango, pineapple and orange, plus added calcium.
Maaza manufacturing unit is located in Najibabad which is delivering in all over
Western and East U.P. through that Najibabad manufacturing unit become Maaza is a
fifth largest selling brand of Coca-Cola. Maaza has mango fruit test its flavour
introducing before Sliece Pepsi Copy its.
SPRITE
FIGURE 4
40

41. CLEAR, CRISP, REFRESHING
Introduced in 1960, Sprite is the world’s leading lemon-lime flavored soft drink. Sprite
is sold in more than 190 countries and ranks as the No. 4 soft drink worldwide, with a
strong appeal to young people.
Millions of people enjoy Sprite because of its crisp, clean taste that really quenches
your thirst. But Sprite also has an honest, straightforward attitude about things that sets
it apart from other soft drinks. Sprite encourages you to be true to who you are and to
obey your thirst.
According to survey for it has found out that Sprite is a lemon-lime flavored soft drink.
I asked about Sprite brand then I found out that when not available Limca brand of
Retail outlet then customer or consumer demand to Sprite brand through all over
region survey gone on statement Sprite is fourth largest selling brand of Coca-Cola in
Ghaziabad.
THUMS UP
FIGURE 5
STRONG COLA TASTE, EXCITING PERSONALITY
41

42. A THUMP UP IS a leading carbonated soft drink and most trusted brand in India.
Originally introduced in 1977, Thumps Up was acquired by The Coca-Cola Company
in 1993.
Thums up is known for its strong, fizzy taste and confident, mature and uniquely
masculine attitude. This brand clearly seeks to separate the men from the boys .
Its tag line says it all: “Thumps Up, I Want My Thunder”.
Thumps Up is a number one largest selling brand of Coca-Cola in Ghaziabad region
urban area only in Ghaziabad rural and semi-urban areas are second largest selling
brand after PEPSI because they are aware Thumps Up brand that what has extra entity
in Thumps Up.
DIET COKE/COCA-COLA LIGHT
FIGURE 6
Diet Coke was born in 1982 and quickly became the
No. 1 sugar-free drink in diet-conscious America. Known as Diet Coke in the U.S.,
Canada, Australia and Great Britain, and as Coca-Cola light in other countries, it’s now
the No. 3 soft drink in the world. It’s the drink for people who want no calories, but
plenty of taste. Ad campaigns around the world for Diet Coke share a playful,
sophisticated and sexy attitude. Visit our Audio/Video Center to witness how the diet
Coke North American ad campaign celebrates the real and human attributes that make
people alluring in the eyes of others.
COCA-COLA
42

43. FIGURE 7
Coca-Cola is the most popular and biggest-selling soft drink in history, as well as the
best-known product in the world. Created in Atlanta, Georgia by Dr. John S.
Pemberton, Coca-Cola was first offered as a fountain beverage by mixing Coca-Cola
syrup with carbonated water. Coca-Cola was registered as a trademark in 1887 and by
1895 Coca-Cola was being sold in every state and territory in the United States. In
1899, the company began franchised bottling operations in the United States.
Today, you can find Coca-Cola in virtually every part of the world. The Coca-Cola
Company has nearly 400 beverages in its portfolio. Today you can find Coca-Cola in
each and every area of Ghaziabad region early because Coca-Cola is a largest number
one brand among all soft drink brand so its known as that thunda matlab Coca-Cola
that if I would like drink thunda only Coca-Cola.
FANTA
FIGURE 8
A favorite in Europe since the 1940s, Fanta was acquired by The Coca-Cola Company
in 1960. Fanta Orange is the core flavor, representing about 70% of sales, but other
citrus and fruit flavors have their own solid fan base. Consumers around the world,
particularly teens, fondly associate Fanta with happiness and special times with friends
43

44. and family. This positive imagery is driven by the brand’s fun, playful personality,
which goes hand in hand with the bright color (particularly orange), bold fruit taste,
and tingly carbonation.
Fanta sells best in Brazil, Germany, Spain, Japan, Italy and Argentina. Fanta
distribution was increased in the U.S. in 2001 with the return of four flavors: orange,
strawberry,pineapple and grape. Orange, the biggest seller, is now available in most of
the country .
DIET COKE
FIGURE 9
The extension of coca-cola name began in 1982 with the introduction of diet coke (also
called coca-cola light in some countries). diet coke quickly became the number one
selling low-calories soft drink.
LIMCA
FIGURE 10
44

45. this is thirst-quenching beverage features a fresh and light lemon-lime taste and
lighthearted attitute. the limca brand was introduced in 1971 and acquired by the coca-
cola company in 1993.
KINLEY WATER
FIGURE 11
THIS IS THIRST-QUENCHING BEVERAGE FEATURES FRESH THE FRESH
WATER WITH THE SATURATED OXYGEN LEVEL.
SUNFILL
FIGURE 12
This is thirst-quenching beverage features a fresh and light orange taste and
lighthearted attitude.
VANILA
FIGURE 13
45

46. Tt is an ice cream in taste.launched in 200
MMPO
FIGURE 14
it is the orage juice flavour. it was launched in 2008. in thiS year it reaches its highest
sale.
THE MOST PREFERRED BRAND OF COKE
LIKE BY CUSTOMER
FIGURE 15
During the survey I asked the customer about the brand preference and I found that
maximum number of retailers prefer Thumpsup
GUIDELINES FOR SUCCESSFUL INTERVIEWING REASON FOR
HIGH DEMAND
FREQUENCY RESPONDENTS PERCENTAGE
PRICE 33 35%
TEST 20 21%
AVAILABILITY 25 26%
PACKAGING 06 6%
OTHERS 11 12%
TABLE 3
46

47. REASON FOR HIGH DEMAND OF
COKE
35
30
25
20
15
10
5
0 P rice Test A vailability P ackaging Others
FIGURE 16
Interviewing is an art and one learns it by experience. However, the following points
may be kept in view by an interviewer for eliciting 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.
47

48. (3) All possible effort should be made to establish proper rapport with the
interviewee; people are motivated to communicate when the atmosphere is
favourable.
(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.
48

49. SALESMEN
Conventional Route Salesmen carries ready stocks in vehicles and sells it to retailers
on his route. Characteristics of conventional routes:
• Salesman visits the outlets without a proper PJP
• Has the responsibility of driving which includes following traffic rules , finding
place to place to park in congested market places , sell the products
And collect cash & glass.
• Communicates schemes and handles cash himself which given him the
opportunity to manipulates with discounts.
• Salesman is un-educated, with his primary qualification being a ‘driving
license’.
• Very low vehicles capacity utilization.
• Company’s span of control till distributor
• SKU’s loaded on truck is only an estimate leading to shortage in brand/packs in
the market.
49

50. WHAT IS PRE-SELL?
Pre-sell A selling technology in which the selling process has two distinct parts:
Generating order selling the order and delivering the pre-sold order .It segregates
the front-end and back-end process of selling.
• Works on a proper beat with a defined PJP.
• A pre-seller focuses on taking orders in advance after activating the outlet
.Therefore eh has dedicated time for effectively selling schemes and
promotions and
Carrying out his executing an outlet responsibility.
• Back-end activities like invoicing, delivering stocks, collecting cash & glass are
carried out by others.
• Delivery vehicles are loaded as per the orders, leading to very high capacity
utilization & negligible shortage of brand/pack to the retailer.
• Company gets control over retailer.
• Retailer is sure that he’s getting the complete discount.
• Higher Distribution ROI.
WHY PRE-SELL?
• Improved execution
• Reduced manpower through better utilization of MD resources
• Increased vehicle utilization (90%+)
• Reduced costs
• Improved BPPC Control-Focus on profitable packs and right BPPC
.
50

51. REQUISITES FOR LAUNCHING PRE-SELL
1. DAS operation is a ‘must’.
2. EDS/outlet list by current route/salesman to be prepared with RED outlets
marked.
PRINCIPLES
1. Pre-Seller can be a current ‘Route’ salesman or a market developer.
2. All pre-sellers are hired by HCCB & paid through a 3rd party.
3. Pre-seller will be responsible for:
• RED outlets = Execution + Volume.
• Non RED outlets =Volumes
4. Depending on the town/area/locality, pre-seller will be allocated
two/three beats each, with a frequency of 3x/2x per outlet.
5. Will cover 30 outlets in one beat using Beat Planning Format
6. Pre-billed orders leave the depot/distributor go down.
7. Pre-sell to work on specific geography rather than specific outlets.
51

52. IMPLEMENTING PRE-SELL METHODOLOGY
RE-Organizing the routes
1. List all outlets. The listing will provide all the necessary
information.
2. Identify outlets that should be on Pre-sell beats & form
geographical clusters.
3. Convert these clusters into ”Pre-sell beats” , using the beat
planning format
4. Prepare walking order Route Plan for Pre-sellers for the beats
assigned to him.
5. And Remember to ensure:
• One Pre-sell beat should have 30-35 outlets.
• Check available time through the beat planning format.
ASSIGNING MANPOWER
For Pre-sell we need the following:
1. Pre-Seller for generating the order and market execution.
• There will be only one cader called “PRE-SSELLER”
which is either salesman or MD converted to this role .
2. Drivers (delivery salesman) & helpers for supplying orders.
3. MD’s for executing RED outlets on conventional routes.
4. For DSD one person at depot to take orders from Pre-sellers and
billing.
52

53. BUILDING BACK-END SUPPORT
1. DELIEVERY PROCESS
• 1 cluster of 3-4 pre-sellers.
• Volume & no. of outlets for every cluster will be
derived.
2. VEHICLES
• Collect and analyses data related to vehicles utilization
over a period of 6-8 months after Pre-sell is launched.
• Re-align the fleets as per the analysis.
TRAINING OF PRE-SELLERS
• Training for MD, Pre-sellers must cover how to take order,
and suggestive selling after executing the outlet.
• Training for salesman Pre-sellers must include how to
execute an outlet before taking orders through suggestive
selling.
• Training will be first organized for MD converted Pre-
seller’s. The Salesman converted Pre-sellers will be trained
later on.
PHASING OUT THE ROUTES/DISTRIBUTORS FOR LAUNCH
• Communicating about Pre-sell in the RIGHT.
• Do not encourage Pre-sellers to initiate talk about Pre-sell
with retailers because they not be able to handle queries
well.
• STL’s/S.Trainers / ASM’s / ACDM MUST accompany
Pre-sellers during the launch.
53

54. • This should be the way forward for at least all important
markets / retailers to reduce chances of resistance from the
trade.
• Plan the phasing as per the number of STL’s / trainers you
have.
MEASURING PRE-SELLER’S PERFORMANCE
Performance to be measured on following parameters:
• RED scores of a pre-sellers, Pre-pre-sell & Post-pre-sell.
This needs to be checked to ensure that in course of
pursuing volume targets; market execution is not left out
which is very important key to our business.
• Volume achievements & growths vs. targets.
• Productivity.
No. of bills cut in a week vs. potential
Formula-Actual bills cut per week/ (No. of retailers X3)
CAUTION
1. There might be cases where in some retailers return stock
due to various reasons :-
• Does not have money.
• Father gave the order but son present at shop during
delivery of stocks.
• Estimated the order wrongly now wants to change
the stock.
But the world of caution is that please don’t move back
to conventional route
54

55. 2. Make deliveries through clubbed orders and do not allocate
a vehicle for every MD. Even if that is done in the
beginning, swap the salesman.
VISION
• The long term vision of Coca-Cola in India is to
provide exceptional strategic lead to the Coca-Cola
in India.
• Through Coca-Cola system resulting in consumer
& customer preference and loyalty through Coca-
cola is commitment to them and in a highly
profitable Coca-Cola Corporate branded beverage
system.
MISSION
The mission of Coca-Cola in India is:
• Increase in shareholder’s value over time.
• To achieve the above by working with business
partners to deliver satisfaction and value to
customers through world wide system of superior
brand and services thus increasing the brand
equity.
55

56. • To achieve the mission the company seeks the
contribution from each of the given areas:-
1. People working in the company.
2. Commitment of the company.
3. Goals & objectives of the company.
4. Environmental polices.
5. Internal control.
SWOT ANALYSIS
STRENGTH
• 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.
56

57. • Company marketing policy is consumer oriented by doing mentioned M.R.P. and
manufactured date.
• 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.
• 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.
57

58. • 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.
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.
58

59. 59

60. COCA-COLA BEVERAGE PVT. LTD
In the network of the Coca-Cola system, Coca-Cola has either of the two bottling
operation done for the company.
1. COBO (Company Owned & Operated Bottling
Operation).
2. FOBO (Franchise Owned & Operated Bottling
Operation).
After 1993, when Coca-Cola re-enters India market, done a lot of changes in existing
system of soft drink market prevailing in India, by acquiring the major brands and the
bottling operations from Parle. After this company founded some of its own bottling
operation in India.
In year 1997, company did a major investment of $700 million in India by purchasing
other bottling operations, all around India and introduces new technology in them.
These bottling plants are called Company Owned and Operation Bottling Operation.
Company has full ownership and operational right for these types of operations. The
other type of bottling operation for the company are called Franchise Owned and
Operated Bottling Operation, to these, the company has given the right to produce the
product for the company and to supply with the territory assigned by the company.
Company has no ownership or operational right/ control over these.
In India Company have 26 COBO and 14 FOBO operations for the production and
control of the whole operation in India. These are divided in to various zones that are
given in the marketing mix section of this report.
Hindustan Coca-Cola Beverage Pvt. Ltd. First established plant is Hathras in India,
second largest plant is Dasna, and the largest one is in Bangalore. Hathras plant has 3
RGB filling lines. The RGB line operating at mechanical efficiency of 90 % .
Company doesn’t have the facility for filling Maaza (RGB and Tetra Pack) a Mango
flavour drink of Coca-Cola, pet bottling, water plant.
60

61. CHAPTER 3
61

62. RESEARCH METHODOLOGY
TECHNIQUES FOR SALES PROMOTION
1) Product availability
2) 100% rich
3) Good relation
4) Warm display
5) Cold display
6) Proper singer
7) Rich at one time
8) Fulfill your commitment
1) Product availability
It means all the flavors of coca cola should be available at one time. By which
customer can able to give any flavors 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 organization 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 executive relations will
goods from dealer, whole seller retailer. Then he will arrange coke brands on front
of shop by which coke selling will improve.
62

63. 4) Worm display
5) Cold display
6) Proper shin age - proper shin age also play a key roll in more selling.
7) Fulfill our commitment – if executive promise to the customer of any type. Then
executive shovel fulfill his promise, such as. Executive say that to the retailer if
you will sell 1000 carrot in this month then i will give you a coke fridge. If retailer
has sold out 1000 carrot in the a month then executive should fulfill is
commitment. By this manner selling will also improve.
63

64. METHOD ADOPTING IN THE RESEARCH
PRIMARY METHOD
Adopted the personnel personal interview method in this method we made
a questioner with this questioner we used to go in the market and see the
customer one by one.
First of all we used to give the introduction with smile enthusiastic and
with proper eye contact and demand to give 2 or 3 minute to fulfill his
questioner and then after we started to put the questioner at the retailer and
completed the questioner.
(i) Questionnaire Method
(ii) Personal Interview
SECONDARY METHOD
This method is most appropriate method for collecting the data. By this method
researcher get the actual report
64

65. DATA COLLECTION
Data collection took place with the help of filling of questionnaires. The questionnaire
method has come to the more widely used and economical means of data collection.
The common factor in all varieties of the questionnaire method is this reliance on
verbal responses to questions, written or oral. I found it essential to make sure the
questionnaire was easy to read and understand to all spectrums of people in the sample.
It was also important as researcher to respect the samples time and energy hence the
questionnaire was designed in such a way, that its administration would not exceed 4-5
minutes. These questionnaires were personally administered.
The first hand information was collected by making the people fill the questionnaires.
The primary data collected by directly interacting with the people. The respondents
were contacted at shopping malls, markets, places that were near to showrooms of the
consumer durable products etc. The data was collected by interacting with 200
respondents who filled the questionnaires and gave me the required necessary
information. The respondents consisted of housewives, students, businessmen,
professionals etc. the required information was collected by directly interacting with
these respondents.
65

66. THE SAMPLE PLAN AND SAMPLE SIZE
TARGET POPULATION
It is a description of the characteristics of that group of people from whom a course is
intended. It attempts to describe them as they are rather than as the describer would
like them to be. Also called the audience the audience to be served by our project
includes key demographic information (i.e.; age, sex etc.).The specific population
intended as beneficiaries of a program. This will be either all or a subset of potential
users, such as adolescents, women, rural residents, or the residents of a particular
geographic area. Topic areas: Governance, Accountability and Evaluation, Operations
Management and Leadership. A population to be reached through some action or
intervention; may refer to groups with specific demographic or geographic
characteristics. The group of people you are trying to reach with a particular strategy or
activity. The target population is the population I want to make conclude an ideal
situation; the sampling frames to matches the target population. A specific resource set
that is the object or target of investigation. The audience defined in age, background,
ability, and preferences, among other things, for which a given course of instruction is
intended.
I have selected the sample trough Simple random Sampling
66

67. SAMPLE SIZE:
This involves figuring out how many samples one need.
• The numbers of samples you need are affected by the following factors:
• Project goals
• How you plan to analyze your data
• How variable your data are or are likely to be
• How precisely you want to measure change or trend
• The number of years over which you want to detect a trend
• How many times a year you will sample each point
• How much money and manpower you have
SAMPLE SIZE
I have targeted 60people in the age group above 15 years for the purpose of the
research. The target population influences the sample size. The target population
represents the Lucknow regions. The people were from different professional
backgrounds.
The details of our sample are explained in chapter named primary research where the
divisions are explained in demographics section.
67

68. TECHNIQUE INVOLVED IN DEFINING PROBLEM
1) Observation the problem
2) Collect the Problem
3) Analyzing the Problem
4) Take Solution
5) Application the Problem
6) Solving the Problem
MARKET SHARE OF COCA COLA IN THE MARKET
In Present situation of Coca Cola is very good in the market. The company 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 coca cola and pepsi was
app. Same in the market but in this year company adopted new strategy and provided
good service and provide more and more customer satisfaction company top
management have taken a good decision in this year. Decision was that all the flavor’s
rate should be decreased by which lower level people can be taken the enjoy of coke
and the company provided a new flavor of 200 ml in the birth rupees of 5. This brand
have got good position in middle level and lower level family so by the virtue of good
68

69. strategy company have got good market share app. 67% right now coke position is
much more strong. Comparison to Pepsi.
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)
69

70. Fruit Fruit
(Maaza) (Slice)
MAAZA ORANGE
Pulpy orange Pineapple Soda
Soda (Lehar Evervess)
(Kinley)
Kinley Water Kinley Water
(Kinley) Aquafina
FIGURE 17
CHANNEL OF DISTRIBUTION
OUT LINE DYGRAM OF DISTRIBUTION CHANNEL OF COCA COLA
Company
Manufacturing goods
Depote
Distributor Company
Vehicle
Retailer Retailer
70

71. Consumer Consumer
FIGURE18
71

72. CHAPTER 4
72

73. FINDINGS AND ANALYSIS
COMPETITIVE MARKET SHARE BETWEEN
Cola
Pepsi = 45%
Coke = 35%
Thumps up = 20%
20%
45%
35%
Pepsi Coke Thumsup
FIGURE 19
73

74. 74

75. Orange
Fanta = 75%
Mirinda = 25%
25%
75%
Fanta Mirinda
FIGURE 20
Cloudy Lemon
Limca = 80%
Lemon Miranda = 20%
75

76. 20%
80%
Limca Lemon Mirinda
FIGURE 21
Clear Lemon
Sprit = 75%
7UP = 25%
25%
75%
Sprit 7UP
FIGURE 22
Mango
76

77. Maaza = 80%
Slice = 20%
20%
80%
Maaza Slice
FIGURE 23
77

78. Soda
Kinley = 50%
Lehar Evervess = 50%
50% 50%
Kinley Lehar Evervess
FIGURE 24
Can
Coke = 40%
Pepsi = 60%
78

79. 40%
6
60%
Coke Pepsi
FIGURE 25
79

80. PET
Coke = 60%
Pepsi = 40%
40%
6
60%
Coke Pepsi
FIGURE 26
80

81. Kinley Water
Kinley = 80%
Aquafina = 20%
20%
6
80%
Kinley Aquafina
FIGURE 27
81

82. Total Product
Coke = 63%
Pepsi = 37%
37%
6
63%
Coke Pepsi
FIGURE 28
82

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.
• Test of all flavor like, Coke, Thumps, 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.
83

84. • Sales executive & salesman relation and good behavior also provide effective
guidelines in increasing selling.
• For more selling company person should fulfill his commitment.
• In Cold Drinks line brand loyalty found only 20%. So that which will be visible
that will salable.
84

85. QUESTIONNAIRE
Questionnaire
NAME OF THE SHOP……………………………………………………….
ADDRESS………………………………………………………………………
TEL. NO. ………………………………………………………….
Q1)Which brand do you sell?
PEPSI COCA COLA BOTH
Q2)How many brands are available in your shop in the RGB and PET Bottles?
(A) In RGB
COCA COLA THUMS UP
SPRITE LIMCA
FANTA MAAZA
(B)In PET
COCA COLA THUMS UP
SPRITE LIMCA
FANTA MAAZA
MMPO NIMBO FRESH
Q3) Which company Visi Cooler are you having?
PEPSI COCA COLA BOTH
85

86. Q4)Whether the purity of the refrigerator is maintained or not?
YES NO
Q5)Which brand is preferred by the customers?
PEPSI BRANDS COCA COLA BRANDS
Q6)Are you satisfied with the distribution network?
YES NO
Q7)Are you aware of the various schemes run by the coca cola?
YES NO
Q8) Which company advertisement and sales promotion activities are better?
PEPSI COCA COLA
Q9)Your daily sales?
1-2 CASE 3-5 CASES
6-10 CASES
More than 10 CASES
Q10)Do you think promotional activities can increase sales?
YES NO
Q11) According to you a company should improve upon?
Distribution Service
Sales Promotion Schemes
Q12)How would you rate Coca Cola?
Excellent Very Good
Average Bad
Very Bad
86

87. COMPLAINTS OR SUGGESTIONS………………….
Thank you very much for your kind cooperation!!!!!!!
BIBLIOGRAPHY
 Internet site
• www.cocacola.com
• www.pepsico.com
 Record of N.M. Soft drinks, 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.
87

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89. 89