Gorayafinalproject

INTRODUCTION

As millions of rural Indians reach for a cold soft drink in the hottest summer in years,
Coca-Cola India seems to have discovered the consumers who could rescue its dismal sales
record. Coca-Cola India totally misjudged rural India, home to two-thirds of the country 1
billion population when it re-entered the country a decade ago.

Yet as the country side emerges as the fastest-growing source of demand for
consumer products, the local arm of the US soft drinks giant seems to have learnt its lesson.
"We were just not addressing the masses, that were the problem," says Mr. Sanjeev Gupta, Coca-
Cola's operations chief.

The company's new strategy of smaller bottles, price cuts and advertising that straddles
cities and villages pushed turnover last year up by a quarter to nearly Rs.5000 crore. And
Thumbs Up, a local brand that Coca-Cola bought and then ran down, is also recovering
spectacularly. The success of Thumbs Up, whose market share is now roughly equal to that
of marker leader Pepsi at 23 percent, is an embarrassment for Coca-Cola, which is in third
place with 16.5 percent (from 12 percent three years ago) in India's Rs.8000 crore soft drinks
market. Coca-Cola returned to India after being kicked out by the government in the mid-
1970s. It paid a high price for the then Market leader, Thumbs Up, and tried to kill it off in
the mistaken belief that this would pave the way for Coca-Cola's rise. Extravagance,
unoptimistic and naive reading of the market and mismanagement of its new bottling assets
led Coca-Cola to write down Rs.2000 crore of its Indian assets in 2000. The greatest
indignity is that India is one of the few markets where Pepsi has outsmarted Coca-Cola.

"Coca-Cola came in blazing but mishandled itself and Thumbs Up. That makes its recovery
all the more remarkable." says Mr. C Srinivasan, chairman of business consultant AT
Kearney India. Coca-Cola's Indian management, now stable after recent flurry of departures,

Persuaded the US parent to persist with India, and won $100 m to fix problems such as poor
distribution. Its Atlanta headquarters was won over because of India's potential. India's per
capita consumption of carbonated drinks is less than half the level in Pakistan and about 8

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percent of China's. Mr. Gupta argued that closing the gap would only come by chasing the
rural consumer.

"We had to address the 75 percent (that lives in rural areas) and not just the 25 percent
(in cities) and that meant using small-pack innovations," says Mr. Gupta. "The only consumer
goods companies that make it in India are those that sell micro-sized products at low prices."

Coca-Cola's 200 ml bottle (down from 300 ml) sells for Rs.7, half the price of a
conventional sized bottle. To achieve a return on this "low margin, high volume" strategy,
Coca-Cola had to shrink its ballooning costs, while raising output in a market growing at just
8-9 percent per year. Coca-Cola added 30 assembly lines, including five plants; cut costly
staff; revamped transport; shrunk Bottles and made them lighter and packed in smaller crates
to increase a trucks carrying capacity; added distributors and expanded the number of outlets
in towns and villages by a fifth to about 1 m. Coca-Cola's aim was to "lock in" retailers in
villages of at least 1,000 people connected to usable roads. One method was to help those
with no savings or access to formal credit to buy their costliest asset: a fridge. The company
negotiated big discounts from fridge producers, placing an order equivalent to two months'
output of the domestic fridge industry. Discounts were passed on to the retailers, cutting the
average purchase price by Rs.3, 000 more than three months' wages in a village.

Finally, Coca-Cola dumped a global advertising campaign that was irrelevant to the
Indian market and adopted one featuring Bollywood stars. "The campaign is finally speaking
to the right market." says marketing consultant Mr. Jagdeep Kapoor. The adverts also loudly
proclaimed the Rs.5 price benchmark, meaning retailers could not overcharge.

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OBJECTIVES OF THE STUDY

Aims and objectives set forth to conduct this surrey, which help to evaluate the
findings of the survey, are following:-

To find out popular cold drinks amongst Coca Cola or Pepsi in Agra.
To find out the performance of Coca Cola and Pepsi.
To find out the satisfaction level of the consumers
To find out the factor the consumer consider while purchasing Cold Drinks
To analysis all those factor who differentiate the quality of Product.

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SCOPE OF STUDY

1. Understanding the nature and scope of the existing environment.

2. Study the existing system of the various companies.

3. To collect the information from various websites and self constructed questionnaire.

4. Meeting with different customers of different places to incorporate their views.

5. Obtaining the opinion and suggestions of customers at different levels of the
society.

6. Prepare questionnaire on the basis of above information.

7. Gather information from different source like books Internet magazines etc.

8. On the basis of the answers from the customers and the information gathered from
other sources prepare the report, mentioning the necessary changes require in the
existing environment.

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LIMITATIONS

1. The area of study is limited to the merchandising and route productivity aspects of the
system, while the marketing has other crucial areas too which were left uncharted.

2. The study is limited to eastern region of coca cola which is a multinational company,
so the area plays as a constraint in the study.

3. The time period allotted for the study was only of two months, which may provide a
deceptive picture in comparison of the study based on long run.

4. The study was based on both primary and secondary data but the relevance of the
secondary data may not be justified.

5. The success of any survey depends upon the quality and integrity of the surveyor who
collects the basic data by expressing the subject under the study and on the
respondents who provides the data required by filling up the questionnaire .The
accuracy of the data collected solely depends upon the cooperation and truthfulness of
the person who is being interviewed.

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RESEARCH METHODOLGY

RESEARCH METHODOLOGY:

Research is a diligent and systematic inquiry or investigation into a subject in order to
discover or revise facts, theories, applications, etc. methodology is the system of methods
followed by particular discipline. Thus, research methodology is the way how we conduct our
research.

RESEARCH DESIGN

“The research design is the conceptual structure with in which research is conducted
it consist the blue print of the collection measurement and analysis of data.”
In that project the research design was adopted for the “Descriptive research study”
the exploratory research studies are also termed as formulate research studies. The main
purpose of such studies is that of formulating a problem for more precise investigation or of
developing the working hypothesis from an operational point of view.

DATA COLLECTION

TYPES OF DATA

In the survey two types of data are collected:

1. Primary data: These data‟s are those which are collected for the first time and
therefore original in nature.

2. Secondary data: Data, which have already been collected by someone else and hence
passed through the statistical process.

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DATA SOURCE

PRIMARY DATA COLLECTION
For the collection of the primary data following methods were used:

1. Interview method: Personal interviews of the customers are taken at different levels to
get their opinions and suggestions. And the interview was structured in nature.

2. Questionnaire method: Structured questionnaire on the basis of information collected
from different sources. The questionnaire contains both open and ended questions.

SECONDARY DATA COLLECTION
Secondary data were collected from the following sources:
a. Books related to topic
b. Organization documents
c. Magazines
d. Websites

DATA APPROACHES

Stratified Random Probability Sample Selection Method
Research Instrument
Questionnaire
Focus Group
Observation
Direct Method

MECHANICAL INSTRUMENT:

Telephonic Method

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POPULATION:

Sampling Unit: Customer Preference towards Cosmetics
Sample size : Approximate 100
Sample Selection Procedure : Probability
Contact Method
Direct method
Telephone

STATISTICAL TOOLS USED

Statistical tools used in the project study are:
Graph

Operational Setup-

The success of any survey is depends upon resources, quality and timing and integrity
of the surveyor who compiles the primary data. So it is a very important task is to manage all
the available resources which make impact on the quality of survey.

Approach-

The approach behind a surveyor the project varies with the purpose of the survey.
Under this report, "quantitative" approach is used which is concerned with the objective
assessment of the availability and display that is clearly visible and can be easily quantified.
No subjective assessment is involved in this report.
Area of survey-

For performing any survey a sample is selected from the population. All the
consumers are chosen from different location of Moradabad City.

Planning-

For a successful compilation and best result within a limited time the planning was
must. In this way the first step was to design an appropriate data form we can say

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it questionnaire that covers all the mandatory areas of information that is to be analyzed. The
data from which I was used to collect data was designed by my immediate supervisor.

Schedule-

To achieve the desired goal it was necessary to make schedule of tasks which were
handed over to us. So keeping in view the original objective, the content of the schedule was
prepared. Then I and my group members collected data from the desired field. Since the data
form distribution and collection was an official work so it was a time taking process. In the
meantime it was our work to keep in touch with our fields.

Sampling Design-

Design is the plan, structure & strategy of investigation conceived so as to attain
answer to questions' to survey and to control the variances. According to this project's /
survey's purpose the analytical, interpretive/objective design was chosen.

Data Collection Method-

The two sources for data collection are documentary or secondary and field or
primary is used. Because I have to collect the information, which is fickle in nature, the
availability and display of the product changes even each and every day, therefore
questionnaire is selected as the survey instrument. The forms used for the survey were close-
ended questionnaire consisting of various items.

I have covered Agra city & surveyed & collected relevant data in different areas it
was great to visit company like "Coca-Cola", season like "summer" and product like "Cold
Drink", combining all the factors together make the sample design for the project very
important for the real extract from the market. According to my judgment and to cover all the
major areas the sample was selected. The sample size was 100 consumers.

Statistical Tools-

Representation of statistical data by diagram, graphs, charts or pictures is more
effective than tabular representation being easily intelligible to a layman, indeed diagrams is
most essential whenever it is required to convey any statistical information to the general
public.

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The more important types of diagram which are use in statistical work are:-

1. Bar Diagram-

Mode of diagrammatic representation of data is the bar diagram. In this method bar of
equal width are taken for the different items of the series. The length of the bar represents
value of the variables concerned.

2. Pie Chart-

It is a circle whose area is divided proportionately among the different components by
straight lines drawn from the center to the circumference of the circle. When statistical data
are given for a number of categories and we are interested in the comparison of various
categories or between a part of the whole, such a diagram is very helpful in effectively
displaying the data.

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CONCEPTUAL FRAMEWORK

MARKETING MIX STRATEGY:

Marketing mix of any organization consists of 4 P's i.e. product, price, place and
promotion having its own significance, which varies from one organization to the other. In
Coca-Cola the information about all the 4 P's that can be available to me is given here:

PRODUCT:-

Product mix of Coca-Cola consists of the various brand packs and flavors given in the
table. Product strategy of the Coca-Cola is to promote all the brands available in all the
brands packs and to introduce the product in new flavors and. even new product. Regarding
this Kinley soda is introduced. Fanta in green apple flavor is also introduced.

PRICE:-

Regarding the pricing policy or the price to the distributor is not disclosed to me, but
as done for the different product of the company, company has priced the product same as
that of its major competitor or the market leader.

PLACE:

The Coca-Cola Company in India is governed from its corporate office located at
Gurgaon in Haryana. It governs the working of five zones covering whole India these zones
are: - Northern zone, Eastern zone, Western zone, Southern zone and Andhra Pradesh zone.
These zones are divided in to various, plants, which govern the area assigned to them. The
areas are the various distribution centers called distributors and C&F agents. Then comes the
retailers/customer for the company's product, they receive goods from distributors and C&F
agents. Finally consumer is there, having the product from the customer's shops or delivered
to their home, it is more clearly visible through this chart. The Coca-Cola Company, which
gave its reach to the mouth of billions of people all around the world having a wide
distribution network, in India, the pace and speed at which Coca-Cola has widened its
business is really amazing. Distribution network is the biggest strength of the company.

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PROMOTION:-

This part of the marketing is playing a very vital and important role in the current
situation in India. Looking at the competition and promotion and advertising budget of both
the companies coca cola and Pepsi, one can easily estimate the importance of this.

TOP LINE PROMOTION AND BELOW THE LINE PROMOTION

Top line promotion includes the promotion designed and done by the company's
corporate office of Gurgaon and the office of Bombay TV ads, design of banners, and other
POS done by the company simultaneously all around India with no Difference in designs etc.
fall in this category. Below the line promotion includes the promotion schemes, publicity
material, POS display done by the company from zonal, plant, sales manager and area sales
manager level. . At the sales manager and area sales manager level the promotion done
exclusively for the cities in their respective area and other POS display.

COMPETITORS:

Since there is only one major competitor of the Coca – Cola i.e. Pepsi, there is some
information about the Pepsi Company.

Pepsi Cola, Headquartered N.Y., is the refreshment beverage unit of Pepsi Co.
Beverages and Foods, a division of Pepsi Co. Inc. Pepsi Co. Beverages and Foods at North
America also comprise Pepsi Co`s Tropicana, Gatorade and Quaker Foods businesses in the
United States of America and Canada also.

Pepsi-Cola non-carbonated beverage portfolio includes Aquafina, Which is the
number one brand of bottled water in the United States, Dole single serve juices and some,
which offers a wide range of drinks with herbal ingredients. The company also makes and
markets North America‟s best-selling, ready to drink iced teas and coffees via joint venture
with Lipton and Starbucks, respectively.

Pepsi Co, Inc. is one of the world‟s largest food and beverage companies. The
company‟s principle business includes:

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Frito-Lay snacks
Pepsi-Cola beverages
Gatorade sports drinks
Tropicana juices

Pepsi Co Inc. was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay.
Tropicana was acquired in 1998. In 21001 Pepsi Co merged with the QUAKER Oats
Company, creating the world‟s fifth largest food and Beverage Company, with 15 brands-
each generating more than $1million in annual retail sales. Pepsi Co's success is the result of
superior products, high standards of performance, distinctive competitive strategies and the
high level of integrity of their people.

Soft drink business is built on two pillars - Brands and Distribution. We present below
comprehensive conceptual coverage of these and other key marketing concepts

1. Branding

2. Valuation of brands

3. Distribution.

4. Advertising and promotions

5. Marketing

6. Market segmentation and positioning

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1. BRANDING

A brand is name, term, sign, symbol or design or a combination of them which is
intended to identify the goods or services of one seller or group of sellers and to differentiate
them from those of competitors'

A Trade mark is "a brand or a part of brand that is given legal protection because it is
capable of exclusive appropriation."

Manufacturers can use their own brands (known as Manufacturers' brands) or brands
of their distributors (Distributors' brands).

Manufacturers/ distributors use brand names for a variety of reasons from simple
identification purposes to having legal protection for unique features of the products from
imitations and

help consumers recognize certain quality parameters. In some cases, brands are just
used to endow the product with unique story and character which itself can be a basis for
product differentiation

Special importance of brands for soft drink products

While brands can represent all types of goods or entities, they have special importance
for products. Brand equities are stronger in soft drink products as the consumer is reluctant to
try unknown brands/ unbranded products for the following reasons

 These products individually account for a small part of household spending.
 Most of these products are for personal use.
 In many cases, it is difficult to differentiate a product on technical or functional
grounds and therefore the consumer is reluctant to switch to an unknown brand.
 Successful brands generate strong cash flows, which enable the owner of the brand to
reinvest a part of it in the form of aggressive advertisements/ promotions. This
reinforces the perceived superiority of a brand.

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Soft drink companies spends enormous sums on building a brand equity by way of

- advertisements/publicity
- free samples -low entry price
- promotions (schemes for dealers, consumers etc)

Advertisement and promotion can induce trials but for sustained loyalty, the
manufacturer has to offer superior quality and value for money. Most successful brands are
founded on a chance discovery of a new product/ process or assiduous research and
development work. Major players invest in R&D on their existing brands and improve the
product quality continuously to maintain their edge over competitors.

2. VALUATION OF BRANDS:

Value of a brand is represented by the incremental cash flow resulting from a product
with a brand versus a product without a brand name or with weaker brand name.

Brand valuation is a complex process and involves a lot of subjectivity. There are no
widely accepted techniques of brand valuation. There are several considerations which cannot
be standardized or quantified such as

To pre-empt competition from taking over a brand
• Synergy with the company acquiring existing brands/ businesses
• Strategic entry into a new product category
Prevent damage to existing brands. Many a times stiff competition results in price
cutting, aggressive promotions, lower margins for all the competing brands.
Confidence in the acquirer of the brand to rejuvenate a languishing brand.

Value of an acquired brand:

In case of an acquired brand, price paid for the brand over and above the value of
tangible assets, represents value of the brand. For accounting purposes consideration paid for
the brand is typically broken up as follows:

Goodwill

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Trademark and patents

Technology and know-how

Non compete agreement

Some of the popular methods for valuation of brands are discussed below

Pert technique -Brands based on following factors. It gives scores on each factor and
values the brand as multiple of sales/ earnings based on the aggregate score.

- USP's of the brand
- Stability of the brand
- Markets namely the industry in which the brand is in use.
- International of the brand commanding a higher weightage than a local brand.
Cost basis - The valuation is done by aggregating all costs incurred on a brand from
the conception stage. These costs include market survey, research & development, launch and
subsequent advertising expenditures. These costs are adjusted for inflation and present values
are calculated. Then adjustments are made to provide for discount in case of a declining trend
in the product life cycle or premium in case of ascending trend in market share and product
life cycle.

Market Valuation - Valuation at market price (the best bidder quote) can be at
divergence from the fundamental value of the brand. For instance, a large company may pay
an abnormally high price to protect its major brand or remove a nuisance from the market or
derive synergies in its existing business. Such valuations are subjective.

Earnings model - In this method, valuation is done by identifying, separating and
quantifying earnings that can be attributed to the brand and capitalizing these earnings at a
suitable discounting rate. The multiple would depend on several factors such as category
growth prospect, emerging competition and brand's relative position, edge in terms of
technology, strength of loyalty to the brand etc.

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3. DISTRIBUTION:

Marketing or Distribution channel refers to the set of marketing intermediaries which
manufacturer's link together to reach their products to the ultimate consumers. Depending on
the product, nature of market and manufacturers' resources/strategy, there can be one or more
links between the manufacturer and consumer.

Manufacturer – Retailers

Manufacturer - Wholesalers – Retailers

Manufacturer - Stockiest - Wholesalers - Retailers.

Use distribution channels-

There are several benefits for a manufacturer particularly in case of consumer goods
to rely on these marketing intermediaries rather than develop one's own distribution network.

Efficiency in performing the basic marketing task by these intermediaries who through
their experience, specialization, knowledge of local conditions, contacts and scale, offer
services.
Which manufacturers can scarcely do on their own.
Cost advantage most of these intermediaries in India are family owned outfits. Their
cost of operations and overheads are substantially lower.
Focus: Manufacturers can concentrate on their core activity and optimize return on
assets.

RETAILING:

In India, there are over 5 million retail outlets dispersed all over the country. The
retailing industry provides employment to over 18mn people. 1 out of every 25 families in
India is engaged in the business of retailing. Ownership and management are predominantly
family controlled. However in sharp contrast to developed countries, unit average size of a
retail outlet in India is very small.

Organized retailing, however, has been a recent phenomenon and is relatively
undeveloped. There are no large super market chains/ shopping malls. Consumers are

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unwilling to pay a premium for convenience shopping as their counterparts in the western
countries do. While small chain stores called Apna Bazaars and Sahakan Bhandaars, which
offer products at reasonable prices, have been fairly popular, Department Stores and Food
Stores are slowly gaining popularity. A large number of corporate have recently ventured into
retailing.

The retail outlet in India can be broadly categorized as follows:

- Grocery stores
- General purpose stores
- Food stores
- Pan bidi shops
- Chemist/ drug stores
- Cold chains
The relative share of grocers dropped from over 50% in the early 90's to 35% in the
late 90's. Chemist outlets on the other hand, have been expanding their product range to
include high margin FMCG products from shampoos to ketchup. Pan-wallas are also
emerging as fully fledged consumer product outlets.

4. ADVERTISING AND PROMOTION:

Advertising consists of non-personal form of communications. The communication is
conducted through trade media under player sponsorships. Advertising aims at providing
information about the product arouse demand for the product and emphasize on superior
features of the advertised product over others. Players have to decide on overall
advertisement budget, message and mode of presentation, type of media, timing etc. They
invariably do post audit of advertising efficacy.

Promotions are of two types viz. pull promotions where consumers are incentivized
and push promotion where dealers/ retailers are incentivized. There are several forms of
promotion such as distributing free samples, discount coupons; gift offers for consumers and
target based incentives and display schemes etc for retailers. Marketers also sponsor charity
programmes, sports etc to promote corporate/ brand image.

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Themes for Coca-Cola Advertising

Themes for Coca-Cola Advertising (1886-1999)

1922 1924

Thirst Knows No Season Refresh Yourself

1925 1926

It had to be good to get where it is

Six Million a Day

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1927 1929

The Pause That Refreshes

Around the Corner from
Everywhere

1935

Friends For Life

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1939 1942

Thirst Asks Nothing More
The Only Thing Like Coca-Cola is
Coca-Cola Itself

1948 1949

Where There's Coke There's Along the Highway to Anywhere
Hospitality

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1952 1957

What You Want Is a Coke
Sign of Good Taste

1958 1959

Be Really Refreshed

The Cold, Crisp Taste of Coke

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1963 1969

It's the Real Thing

Things Go Better with Coke

1974 1975

Look Up America

Look Up America

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1976

Coke Adds Life

1978 1979

Have a Coke and a Smile

Coke Adds Life

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COMPOSITION OF URBAN OUTLETS

Grocers 34.7%

Cosmetic stores 4.0%

Chemist 6.3%

Food Stores 6.6%

General Stores 14.4%

Pan – stores 17.0%

Others 17.0%

COMPOSITION OF RURAL OUTLETS
Grocers 55.6%

Cosmetic stores 13.5%

Chemist 3.3%

Others 27.6%

05. MARKETING:

Direct marketing:

In direct marketing manufacturers reach the consumers directly. Direct marketing can
be undertaken in several ways such as mail order, own retail outlets, mobile vans etc. A new
innovative approach to direct marketing viz multilevel marketing is becoming increasingly
popular. Also gaining ground slowly is E-tailing i.e. selling products through the internet.

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Multilevel marketing model:

Multi level marketing refers to direct marketing through an ever-increasing number of
direct distributors. Independent distributors sell products directly to the consumers and
appoint new distributors and train them. The distributor earns commission at two levels; one
is his/ her own commission and two a proportion of commission earned by other distributors
appointed by him/ her. None of these distributors are employees of the company.

Distributors are not allowed to sell these products to retailers. The company saves
about 25% of realizations by eliminating retail channel, which is shared with distributors.

The company insists that the distributors should take prior appointment with the
consumer. Personal interaction is not only convenient but adds value as customer get valuable
advice on the product and how to use it .This helps in creating awareness and removing
misconceptions like cosmetics are harmful for the skin.

Direct marketing (multi level approach) in personal care products is extremely
popular abroad. In Brazil, about 60% of personal care products are sold through direct
marketing. In India, direct marketing has been slowly growing. Word of mouth has a strong
impact on purchase decision of a consumer, especially in personal care and cosmetic
products. Direct marketing has mainly been undertaken by the new MNC entrants (notably
Oriflame, Avon). Hindustan Lever has also recently launched a new personal product brand
Aviance which is sold directly to consumers exclusively by trained beauty specialists. Direct
marketing has also been extensively used in marketing of household appliances like Vacuum
cleaners. However given the widely spread geographical area in India, direct marketing
cannot be easily used to build an extensive national reach and is more likely to be used as a
supplementary channel.

TEST MARKETING:

Test marketing refers to testing out product and marketing mix with a small number
of well chosen consumers which are representative of the target segment. Test marketing is
frequently used by consumer companies, in contrast to industrial companies which prefer
feedback through informal channels. Test marketing improves knowledge of target
consumers, potential sales and is an effective tool to pre-test alternative marketing plan. In
most products, it is important to check trial rates as well as re-purchase rates.

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CONSUMER'S PANELS:

Consumer panels refer to a set of consumers with different demographic
characteristics (so as to be representative of target population) who agree to co-operate in
market research, typically for a consideration. Market research agenciand companies try to
collect information on buyer's characteristics by introducing a new product to the consumer
panels. The firm estimates trials as well as the repeat purchasing by this method. There are
statistical models to forecast market shares, demand, brand switching etc.

DISTRIBUTION MANAGEMENT

Distribution management is a logistics control process that applies situational
understanding from both the operational and logistical common operating pictures in order to
dynamically control and synchronize the flow of materiel through the distribution pipelines,
including retrograde and lateral distribution. The last part of the definition - retrograde and
lateral distribution - is critical to future success and is often overlooked in distribution
management schemes. Our ability to move materiel in any direction through the pipelines
provides an economy of effort that actually becomes a force multiplier. In this manner,
distribution management becomes a key enabler of logistics transformation, by reducing
materiel requirements to only those that are needed and by leveraging stockage positioning to
reduce the total cost of sustainment.

Distribution Management: - When you're operating multiple plants over a large
geographical area, knowing exactly what you have and where it's located can batremendous
competitive advantage. Frontier's Distribution Management component sallow you to access
real-time inventory and shipping information across your enterprise, as well as historical
audits that can help with planning for the future.

With Frontier, you'll always know your inventory requirements and availability for
every product, at every plant. You can instantly find transit status for parts and finished
goods. Frontier helps you plan more efficient truck loading and shipping routes. You'll also
enjoy shipping and billing that is tightly integrated from the initial sale through Accounts.

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A definition of dynamic control is also required before we go further. Dynamic
control is the distribution manager's ability to rapidly set and change priorities and modes of
transportation in response to the war fighter's requirements. If Quartermasters cannot
dynamically control the delivery of supplies and materiel, we remain at the mercy of the
transportation system and will be forced into the comfort and expense of a stock age-based
supply system.

DISTRIBUTION MANAGEMENT PRODUCT MODULES

Advanced Forecasting

Advanced Pricing

Advanced Stock Valuation

Agreement Management

Bulk Stock Valuation

Enterprise Facility

Planning Inventory Management

DAILY SHIPPING ACTIVITIES AT COCA-COLA

BSR-

(Bonded storage area)

1. Daily report
2. Physical stock verification
3. Full movement report
4. RG 1
5. Leakage and Breakage Report
6. Stock covered with tarpaulin
7. Shipping office house keeping

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EMPTY-

1. Check for pending ERA
2. Breakage report
3. Physical stock verification
4. Breakage handing over to store
5. Housekeeping of empty yard

INDIA DIVISION

The Head quarter of India is at Enkay Towers, Udyog Vihar; Gurgaon.Coca Cola became 3rd
largest FMCG from zero in India in just 8 years. There are 40 producing units across the
country.

There are 5 regions in India viz., North, South, West, East & Andhra Pradesh.

The company operates in two types of Bottling operations viz.,

1. COBO (Company Owned Bottling Operations) - In COBO, the Company owns the
unit and is a property of India.
2. FOBO (Franchisee owned Bottling Operations) - FOBO is operated by Bottlers, who
are given license by the Company to bottle its products on their behalf.

THE NORTH REGION:

The headquarter of Northern Region is at JMD Towers, Regent Square, Gurgaon. It
comprises of Delhi, Western UP, Eastern UP, Jammu & Jaipur units. It has 9 production units
viz, Delhi, Jaipur, Kanpur, Varanasi, Dasna, Mundka Depot, Jammu, Delhi FOBOs & East-
West UP FOBO. It is the largest region in India with 1313 employees.

PRODUCTS OF COMPANY

It has brown colour with high content of C02 (Carbon di-oxide) which makes its
COLA flavor heavy. It is available in different volumes in market like:

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1. 200 ml glass bottle
3. 600ml pet bottle
4. 2. Litre pet bottle.
It has dark brown color with very high content of CO2 which makes the Cola flavor is
very strong. It is available in different volumes in market like:

3. 600ml pet bottle
4. 2.Litre pet bottle
It comes in many flavors like orange, with light content of CO2 that makes its make
its flavor delicious. It is available in different volumes in market.

3. 600 ml pet bottle
4. 2.Litre pet bottle
Limca has light grey colour with light content of CO2 that makes its flavour tasty. It is
available in market in following packs of quantities:

4. 2 Litre pet bottle
It is colorless with packing in green colored bottle. It has normal content of CO2. It
has a nice flavor available in market in following packing:

4. 2 Litre pet bottle

32

It is of yellow colour with decent taste of mango. It doesn't contain CO2. Its available
packing in market is:

1. 250 glass Bottle

Soda- It is colorless & available in market in 300 ml glass bottle in the market‟s -
Water it is a mineral water available in following volumes in the market:

1. 1 liter, pet little
2. 2 liter, pet little

33

COMPANY PROFILE

DOUGLAS N. DAFT
Chairman of the Board and Chief

Executive Officer

The Coca-Cola Company

Douglas N. Daft was elected chairman, Board of Directors, and chief executive officer
of The Coca-Cola Company on February 17, 2000. Mr. Daft is the 11th chairman of the
Board in the history of the Company.

Mr. Daft, 60, joined the Company in 1969 as planning officer in the Sydney, Australia
office. He held positions of increasing responsibilities throughout Asia and in 1982 was
named vice president of Coca-Cola Far East Ltd.

In December 1988, Mr. Daft was named president of the North Pacific Division and president
of Coca-Cola (Japan) Co., Ltd. He moved to the Company‟s Atlanta headquarters In 1991 to
assume the responsibility of president of the Pacific Group and in 1999 his
responsibilities were expanded to include the Company's Africa Group, and Schweppes
Beverage Division, as well as the Middle and Far East Group‟s Mr. Daft was elected
president and chief operating officer of The Coca - Cola Company in December 1999.

He serves on the boards of Sun Trust Banks, the Boys & Girls Clubs of
America, Catalyst, the CERGE-EI Foundation(Center for Economic Research and Graduate

35

Education - Economics Institute) in the Czech Republic, the Lauder Institute for
Management and International Studies at the University of Pennsylvania, the Prince of
Wales International Business Leaders Forum, the Grocery Manufacturers of America,
the British - American Chamber of Commerce, the G100, the Woodruff Arts Center, the
Commerce Club, and the McGraw-Hill Companies. Mr. Daft is a trustee of Emory
University, the American Assembly and the Center for Strategic & International Studies. He
is also a member of The Trilateral Commission, The Business Council, and The Business
Round table.

AROUND THE WORLD

Although Coca-Cola® was first created in the United States; it quickly became
popular wherever it went. Our first international bottling plants opened in 1906 in Canada,
Cuba and Panama, soon followed by many more. Today, we produce more than 300 brands in
over 200 countries. More than 70 percent of our income comes from outside the U.S., but the
real reason we are a truly global company is that our products meet the varied taste
preferences of consumers everywhere

OUR PARTNERS
The Coca-Cola Company works with a wide variety of organizations to support
health, fitness and good nutrition. Visit these sites for more information about positions,
programs and activities.

The Coalition for a Healthy and Active America (CHAA) CHAA was formed in
2003 by concerned organizations and national leaders to educate parents, children,
schools, and communities about the critical roles physical activity and nutrition education
play in reversing the alarming trends of childhood obesity. As a non-profit National
grassroots coalition, CHAA is a vigorous advocate for developing healthy and active
lifestyles for America's youth. CHAA is committed to working with schools to rededicate
time for physical fitness; giving parents the freedom to help their children make their own
nutritional choices; building school-business model relationships that benefit our families by
supporting healthy and active lifestyles; and finding solutions to childhood obesity that are

36

both responsible and realistic American Council for Fitness and Nutrition The American
Council for Fitness and Nutrition (ACFN) is a group of food, beverage and consumer
products companies, not-for-profit organizations and trade associations working together to
improve the health of all Americans, particularly youth, by encouraging a healthy balance

between fitness and nutrition. The cornerstone of all ACFN initiatives is the idea that lasting
solutions to the nation's obesity problem must be based on sound science and behavioral
research. Such policies are likely to help parents and their children develop eating and
exercise habits that lead to a healthier life.

Grocery Manufacturers of America The Grocery Manufacturers of America (GMA)
represents the food, beverage and consumer products industry on key issues that affect the
ability of brand manufacturers to market their products profitably and deliver superior value
to the consumer.

International Food Information Council (IFIC) Foundation The IFIC Foundation is
a public education foundation disseminating sound, science-based information on food
safety, nutrition and health. International Life Sciences Institute Founded in 1978, the
International Life Sciences Institute (ILSI) is a nonprofit, worldwide foundation that seeks to
improve the well-being of the general public through the pursuit of balanced science.

Its goal is to further the understanding of scientific issues relating to nutrition, food
safety, toxicology, risk assessment, and the environment by bringing together scientists from
academia, government, and industry.Kidnetic.com is a fun, interactive Web site that
emphasizes healthy living achieved through a balance of physical activity and responsible
eating habits. The Web site gives young people and their parents the tools and ideas to help
change habits and plant the seeds for healthier families tomorrow. Kidnetic.com is a program
of the International Food Information Council (IFIC) Foundation.

National Association for Sport and Physical Education association for Sport and
Physical Education seeks to enhance knowledge and professional practice in sport and
physical activity through scientific study and dissemination of research-based and
experiential knowledge to members and the public.National Soft Drink Association the
National Soft Drink Association (NSDA) is the trade association for America's soft drink
industry, serving the pub.

37

HISTORY OF COLA

The cola industry has phenomenal possibilities for rocketing profit
growth in spite 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.

THE PRESENT POSITION OF COKE IN INDIA

Coke is a households 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.

38

Last years, the market share of Coca Cola was not specific. In this year company‟s top
management adopted new policy and increased the rate of all brands of coke. By this decision
top management determined the rate of 300 ml / 10Rs. And the brand of 200 ml determines
the rate of this brand 7Rs. By which medium size

Family and lower level family can be taken they enjoy of coke. By this decision company‟s
marketing share has been increased. In present time coke is captured approximate 60%
market share in cold Dinks line. Now coke has defeated all the soft drinks company.
According to service and according to advertising coke has appropriate position. It has now
emerged as the winner and has a good image in the market.

MISSION OF THE COCA-COLA COMPANY

The mission of the Coca-Cola Company is to increase shareowner value over time.
The company accomplished the mission by working with its business partners to deliver
satisfaction and value to customers and consumers through a worldwide system of superior
brands and services, thus increasing brand equity on a global basis.

GUIDING PRINCIPLES OF COCA-COLA INDIA:-

1. We will conduct ourselves and our business activities with the highest standards of
honesty integrity and professionalism.
2. We will recognize the positive contributions that we make as individuals and team
members to produce our business success.
3. We will encourage a learning environment where people can constantly grow,
develop and contribute.
4. We will strive for excellence and seek continuous improvement in everything we do.
5. We will respect all stakeholders, including employees, partners and suppliers and
instill them with a passion to deliver the highest quality goods and service.
6. We will foster initiative and creativity by empowering individual to attain well-
defined objectives.

39

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 and consumers through worldwide system of superior brand and
services thus increasing the brand equity.
 To achieve the mission the company seeks the contribution from each of the given
areas:
 People working in the company.
 Commitment of the company.
 Goals & objectives of the company.
 Environmental policy.
 Internal control.

40

BRINDAWAN BEVERAGES LTD.

In the network of the Coca-Cola system, Coca-Cola has either of the two bottling
operation done far the company.

1. COBO (Company Owned & Operated Bottling Operation).

2. FOBO (Franchise Owned & Operated Bottling Operation).

After 1993, when coca cola re enters Indian market, done a
lot of changes in the existing system of the 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
type 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 in 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.

41

PRODUCT PROFILE

COCA-COLA:

Developed in a brass pot in 1886, Coca-Cola is the most recognized and
admired trademark around the globe. Not to mention the best selling soft
drink in the world.

SPRITE:

In 1961, a citrus-flavored drink made its U.S. debut, using "Sprite
Boy" as inspiration for its name. This elf with silver hair and a big
smile was used in 1940s advertising for Coca-Cola. Sprite is now
the fastest growing major soft drink in the U.S., and the world's
most popular lemon-lime soft drink.

FANTA:

The name "Fanta" was first registered as a trademark in Germany in 1941,
when it was used for a few years for a soft drink created from available
materials and flavors.

The name was then revived in 1955 in Naples, Italy, when it was used for
the "Fanta" orange drink we know today. It is now the trademark name for a
line of flavored drinks sold around the world.

DIET COKE:

The extension of the Coca-Cola name began in 1982 with the
introduction of diet Coke (also called Coca-Cola light in some
countries). Diet coke quickly became the number- one selling low-
calorie soft drink in the world.

42

VANILA:

It is an Ice Cream in taste launched in 2004.

LIMCA:

This is thirst-quenching beverage features a fresh and light lemon-lime taste
and a lighthearted attitude. The Limca brand was introduced in 1971 and
acquired by the Coca-Cola Company in 1993.

MAAZA:

Maaza, launched in 1984 and acquired by The Coca-Cola Company
in 1993, is a non carbonated mango soft drink with a rich, juicy m
natural mango taste.

THUMPS UP:

In 1993, The Coca-Cola Company acquired this brand, which was
originally introduced in 1977. Its strong and fizzy taste makes it unique
carbonated Indian Cola.

KINLEY WATER:

This is thirst-quenching beverage features fresh the fresh water with
the saturated oxygen level.

43

"COMPARATIVE ANALYSIS OF COKE & PEPSI"

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

44

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, nimbus pain, 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, 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.

45

SURVEY AREA - GANJ

POSM VISI
OUTLATE DLR-ADD1 DISTR- VISI
STICKE
NAME NAME TOP
DISPLAY BUNTINGS GATE R

ZAHOOR COLD TAJ GANJ SHRAVAN YES YES YES YES YES

KAILASH
TAJ GANJ SHRAVAN YES YES YES YES YES
HOTAL

GUPTA PAN TAJ GANJ SHRAVAN YES YES YES YES YES

OMI LASSI TAJ GANJ SHRAVAN YES YES YES YES YES

AFTAB P.C.O. TAJ GANJ SHRAVAN YES YES YES NO YES

KIPPS TAJ GANJ SHRAVAN YES YES YES NO YES

SPECIAL PAN TAJ GANJ SHRAVAN YES YES YES YES YES

DLIP
RESTURENT

SETHI
GENERAL

46

SURVEY OUTLET

OUTLET NAME PERCENTAGE OF PERCENTAGE OF
COCA-COLA PEPSI

OMI LASSI 70% 30%

KAILASH HOTEL 100% __

KIPPS TAJ GANJ 60% 40%

SPECIAL PAN 100% __

RAKESH CHANDRA 100% ___

GUPTA PAN 70% 30%

AFTAB PCO 100% ____

AGRA SWEETS 100% ____

VICKY COLD DRINK 100% __

ZAHOOR COLD DRINK 100%

CHILDREN PARK CANTEEN 50% 50%

MILIKES 60% 40%

BIKANEERWALA 50% 50%

CHAMAN DHABA 100% ----

AMBEY BAKERS 40% 60%

P. K. NAMKEEN 60% 40%

CHAWALA RESTAURENT 50% 50%

KIPPS SUPEER MARKET 50% 50%

AGRAWAL KIRANA 60% 40%

47

AMUL PARLOUR 60% 40%

AGRAWAL KIRANA 50% 50%

SUNNY VAREITY 100% ___

BANKE BIHARI 60% 40%

CHAURASIA PAN 100% _-_

VERMA DHABA 60% 40%

KIPPS JAYSON 50% 50%

RATAN SWEETS 50% 50%

KIPPS SUPERMARKET 60% 40%

AL KAREEM CONFECTIONARY 70% 30%

GOLDI SWEETS 60% 40%

SSD FOOD 80% 20%

APNA STORE 50% 50%

GANGAUR SWEETS 40% 60%

KAMAL DAIRY 60% 40%

ARUN NARULA RAILWAY STATION 100% _

SHIV HOTAL 100% _

Bansal sweets _ 100%

TOTAL % OF TOTAL % OF
COCA-COLA PEPSI =31.15%
TOTAL OUTLET=35
=68.85%

48

OVERALL STOCK AVILABILTY- WARM AND COLD

PACK (IN CRATE)

BRAND 200 300 600 2000

COKE PEPSI 54 16 30 9 52 72 24 59

LIMCA MIRINDA 28 - 20 - 14 - 8
LEMON

FANTA MIRINDA 30 - 25 7 44 - 1 41

ORANGE

SPRITE MOUNTAN 39 10 20 4 - 12 12 -

DEW

THUMS 7 UP 55 9 44 2 48 - 30 19
UP

MAAZA SLICE - 2 - 1 - - - -

KINLE LEHAR SODA - - - - - - -
Y SODA

OVERALL SHARE 200 300 600 2000

COKE 84.77% 85.8% 65.29% 38.34%

PEPSI 15.23% 14.2% 34.71% 61.65%

49

ROUTE PRODUCTIVITY

Many product distributors find themselves with a delivery route system that has "evolved"

over the years into - well, let's just say a state of relative inefficiency. When was the last time

your distributor operation completed a thorough, bottom-up review of its route system

efficiency? When was the last time the entire company was re-routed?

If the answer to these two questions is years, the business may have considerable

room for route efficiency improvement. In a re-route of a product distributor's delivery

system, it is commonly-believed that sales routes need to be developed first - with delivery

routes developed later to support sales. The theory driving this approach is that to be a

"sales-driven" organization, one must develop sales routes first to ensure the company is

matching resources optimally to meet market needs. This approach is unsound and likely

results in a route system that is: inefficient from an operations standpoint, and does not

optimally meet customer demands.

The delivery system is the most expensive component dealt with in an entire company re-

route. Therefore, from a strictly financial sense, it is logical to begin the re-routing process

with an optimization of this more expensive component. Sales routes, merchandising routes,

etc. can be developed secondarily to match the optimized delivery routes.

Does a Focus on Delivery Optimization Compromise the "Sales-Driven" Organization?

By definition, the re-routing of an entire distributor operation requires balance and

compromise. While at first glance, an initial focus on delivery optimization may seem to be a

contradictory objective to developing a true "sales-focused" route system, the analysis is not

so simple

50

By ensuring maximum efficiency in the delivery route system, wholesalers free up resources

within the organization that can be re-directed into the sales effort. A properly designed and

executed re-route can be one of the most important things a wholesaler can do to increase

both its delivery system productivity and efficiency measurements - and to provide financial

resources to focus on driving increased revenues in the business.

When was your last re-route? Is your business missing opportunities because of route

inefficiencies? How do you know if delivery routes, sales routes, merchandising routes, are

optimized designed?

Delivery operations in a distributor operation primarily focus on the task of "getting

the product to market". Delivery can mean different things to different distributor

environments, however. Some distributors view delivery as just that - nothing more than

driving the product from one location to another. In other distributor environments, delivery

drivers are expected to provide additional services such as the construction of in-store

displays, the putting up of point-of-sale materials, product rotation, product pull-up, and

product facing. In some distributor operations, delivery drivers are, in fact, referred to as

Customer Service Representatives (CSRs) which conveys the expectation that drivers will, in

fact, provide additional services viewed by the customer as having value beyond just the

dropping of product at the back door.

The type and level of services expected by the delivery department will, of course, have

direct impacts on issues such as the:

1. Type and quality of individual sought for delivery positions;

2. Methods used for compensating delivery driver positions;

3. Interaction of the delivery driver with other facets of the distributor operation;

4. Productivity measurements expected and produced.

51

Delivery Productivity

Productivity in the delivery department can be measured in two major ways.

One method focuses on asset utilization. A typical measurement providing information on

asset utilization is to develop some type of product movement ratio on a per-route basis. The

most common product movement ratios are:

- unit volume sold per year;

- annual revenues;

- annual gross profits.

For example, a business generating $10, 00,000 in annual revenues utilizing 20 delivery

routes has a ratio of $5, 00,000 of revenues per route. In this calculation, a single route is

defined as one five-day per week full-time equivalent. In other words, one route going out

only 2 days a week is considered to be only .4 of a full-time equivalent route [2/5].

52

ANALYSIS AND FINDINGS

1. Which flavour do you like most?

Preference of flavors’

Flavor No of Respondent Percentage
Cola 41 41%

Citric 26 26%

Lemon 21 21%

Orange 10 10%

Others 02 02%

Total 100 100%

2%
10%

41%
21% Cola
Citric
Lemon
Orange
26% Others

54

Interpretation:

The given graph & table show the most popular flavor in cold drinks is Cola. It was found
that the 41% respondent likes the Cola Flavor, 21% of respondent likes the Lemon flavored,
26% of respondent likes the citric flavor, 10% likes the Orange flavor and only 2% likes the
other flavored.

2. Do you give importance to brand name while choosing your cold drink?

Preference of Brand name

Response No of Respondent Percentage (%)

Yes 56 56%

No 39 39%

Can‟t Say 05 05%

Total 100 100%

5%

39%
Yes
56%
No
Can't Say

55

Interpretation:

The graph & table clear view regarding the importance given to a brand name while
choosing the cold drinks. It was found that the 56% of Respondent says Yes and 39% of
respondent say No and the only 5% of respondent not in a position to say anything.

3. Which brand you prefer most?

Opinion towards Popular Brand

Brands No of Respondent Percentage (%)

Coke 58 58%

Pepsi 21 21%

Others 21 21%

Total 100 100%

21%

Coke
21% 58%
Pepsi
Others

56

Interpretation:

The given diagram gives the view regarding the most popular and demanded brand. It
was found that the 58% of respondent preferred the Coke as most popular brand, 21% of
respondent say Pepsi as most popular brand, only 21% of respondent say others was a the
most popular brand.

4. Which brand is more available in your retailer’s shops?

Availability in retailer’s shop

No of Respondent Percentage (%)
Response
Cola 61 61%

Citric 30 30%

Fruit flavored 9 9%

Total 100 100%

9%

30%
Cola
61% Citric
Fruit Flavoured

57

Interpretation

The given chart table shows that the most available flavour on the respondent retailer‟s
shops. It was found that the 61% of respondent (Consumers) say that they find Cola flavour
on their retailer‟s shop.30% of respondent found the citric flavor on their retailer‟s shop and
9% of respondent found fruit flavor on their retailer‟s shop. Since cola flavor is a Universal
flavor in India, with consumers of all age, sex and preference accepting it whole heartedly.

5. Which brand of cold drink do you find most in your college
canteen/colony/locality?

Availability in College Canteen/Locality/Colony

Brand No of Respondent Percentage (%)

Coke 51 51%

Pepsi 47 47%

Others 02 02%

Total 100 100%

2%

47% 51% Coke
Pepsi
Others

58

Interpretation:-

The graph & table gives the information regarding the available brand on their college
canteen or a colony or a locality. It was found that 51% of respondent found the Coke brands
of cold drink highly available while 47% of respondent said that they found Pepsi brand as
highly available and only 2% of respondent said that they found other brands highly
available. This difference in the response is because of the consumption of different brands in
different segments.

6. In your opinion which soft drink is better in taste flavor?

Opinion towards Taste

(i) In a cola flavor.
Brand No of Respondent Percentage (%)
Coke 75 75%

Pepsi 25 25%

Total 100 100%

25%

Coke
Pepsi
75%

59

Interpretation:

The given table and diagram gives the idea of the respondent opinion regarding the
Cola flavor drink. It was found that the 75% of respondent likes the Coke and the only 25%
respondent likes the Pepsi flavor.

(ii) In orange flavor


Miranda Orange 64 64%

Fanta 28 28%

Others 08 08%

Total 100 100%

8%

28%
Miranda Orange

64% Fanta
Others

Interpretations:

The above given table and chart show the opinion of the respondent regarding Orange
flavor. It was found that the 28% of respondent likes fantail of COKE brand, 64% of
respondent likes the Miranda of the PEPSI brand and 8% of respondent likes the other
soft drinks of orange flavor.

60

(iii) In Mango flavor

Maaza 37 37%

Slice 22 22%

Others 41 41%

Total 100 100%

41% 37%

Maaza
Sloce
Others
22%

Interpretations:

The above shown table and chart gives the view regarding the opinion of respondent
about the Mango flavor. It was found that the 41% of respondent likes Frooti, 37% of
respondent like Mazza of Coke and only 22% of respondent likes the Slice of Pepsi brand.
One of the greatest advantages with Frooti is that it comes in tetra pack which is a one way
pack. People find it convenient to take it home for consumption. Even coke and Pepsi have
introduced tetra pack in the Mango drink recently but it will definitely take some time take
away market from the market leader. Also Frooti is a well established brand has available in
tetra pack for a long time.

61

7. Which brand advertisement appeals you most?

Most appealing Brand advertisement


Coke 52 52%

Pepsi 48 48%

Total 100 100%

48%
52%
Coke
Pepsi

Interpretations:

The given chart shows that the respondent about the most appealing brand
advertisement. It was found that the 52% of respondent says that Coke advertisement is most
appealing, 48% of respondent says Pepsi advertisement is most appealing one. The
advertisement of Coke features Bollywood star like Aishyarwa Rai, Hritik Roshan, Krishna
Kapoor and Amir Khan who are highly acceptable by the public. The advertisement of Coke
featuring Amir Khan with a punch line

“Thanda Matlab…………….Coca-Cola” It was a super hit which took Coke not only
to the rural markets but also overturned the market of Pepsi.

62

8. You like the product which is promoted by the celebrity?

Opinion towards product, which is promoted by celebrity


Yes 40 40%

No 32 32%

Can‟t say 28 28%

Total 100 100%

28
40

Yes
No
Can't Say
32

Interpretations:

The group & table show that the people like the product of it promoted by a celebrity.
It was found that 40% of respondent said that they the product because of the celebrity shown
in the advertisement consuming it, 32% of respondent says No about the celebrity promotion,
28% respondent not in a position to say anything. In India people have a great craze for their
favorite celebrities‟ They have a lot of love for their favorite celebrities they want to imitate
by doing what they do as shown in the advertisement.

63

9. Do you think that the pricing strategy adopted by the cola companies
fascinate the consumer?

Opinion towards Pricing Strategy


Yes 64 64%

No 22 22%

Can`t Say 14 14%

Total 100 100%

14%

22%
Yes

64% No
Can't Say

Interpretations:

The given table & diagram shows that how effective the companies facility the consumer. It
was found 64% of respondent says yes. 22% of respondent says No and 14% respondent
can‟t say anything. India is a mass market for the consumer product but at the same time it is
also a very “Price Sensitive” Market. Hence, with a small decrease in price result in a drastic
increase in the demand, since soft drink is a consumer product, the price has a great influence
on the demand of the product.

64

RECOMMENDATION

Doing a survey on consumers market provided a lot of insight into the dynamics of the
market place and with it valuable insights were also gained into the psyche of consumer and
owners.

1. SUPPLY

The demand of Thums-up & Maaza far exceeds the supply especially in case of 200ml and
pet bottles. Few shop owners‟ claimed that many a times no supply is made for 3 days and
sometimes even more.

Sometimes the delivery vans of Coca-Cola starts late from the distribution point and that of
rivals reach early .so eateries, which generally serve soft drinks in the glass, buy the soft
drinks from the delivery van which arrives first.
Salesman at the delivery van to be inconsistent on certain meters likes the concept of broken bottles.
When dealing with the shop and the eatery owners some salesman do exchange bottles while some do
not?

All flavors and all size of bottles are kindly available in the market.

2. COMPANY REPRESENTATION

Owners confirmed that Company representatives don‟t come when called repeatedly.
The Company must ensure that the representatives do visit an outlet at least once in 3 days to
listen and to attain to complaints, if any.

66

CONCLUSION

From this summer training and project titled Comparative Analysis of Coke & Pepsi
(with reference to Moradabad region) , I have learned a lot about real practical work being
done in the market I have also watched & learned the practical applicability of the various
things that we have studied theoretically.

I observed on the basis of survey in Agra city that Coca-Cola lay emphasis on
merchandising in order to become the No.1 brand in soft drink industry the report was found
out the availability of different flavor and packs.

Cola-Cola adopt a good customer relationship management, it focuses on the, segment
of the product because each segment is affected by different sets of factor which hamper or
enhance sales. Each segment had its own Pros & Cons. So we have to understand the various
segment of soft drink industry that which flavor exists in the market, Such as Thums-up
strong brand of coke which is more popular in young generation. I also observe about fate
dealer, sub dealer, monopoly counter & its marketing strategy. Such as fate dealer is
influence wrong direction to the market. They are supply product at high margin with low
scheme.

67

BIBLIOGRAPHY

1. Research Methodology, Kothari. C.R., Research Methodology Methods &
Techniques, New-Delhi, Wishwa Prakashan, edition 2003.

2. Multi Level & Direct Marketing, Branding, Kotler, Philip., Marketing
Management, Delhi, Pearson Education (Singapore) Pte. Ltd, 11th edition.

3. Marketing Strategy, Varshney, R.L. & Bhattacharya, B., International
Marketing Management, New-Delhi, Sultan Chand & Sons edition 2003.

4. Company Profile, Web-Site:- www.coca-cola.com http://www.coca-cola.com

5. Merchandising & Route Productivity, www.ask-jeeves.com,
www.distributing-company.com.

6. Retailing, Company Souvenirs.

69

QUESTIONNAIRE

1. Which flavour do you like most?

(a) Cola (b) Citric (c) Orange

(d) Lemon (e) Others.

2. Do you give importance to brand name while choosing your cold drink?

(a) Yes (b) No (c) Can‟t Say

3. Which brand you prefer most?

(a) Coke (b) Pepsi (c) Both

(d) Others

4. Which brand is more available in your retailer’s shops?

(a) Cola (b) Citric (c) Fruit Flavored.

5. Which brand of cold drink do you find most in your college
canteen/colony/locality?

(a) Coke Brand (b) Pepsi Brand (c) Others.

71

6. In your opinion which soft drink is better in taste flavor?

(i) In Cola Flavor

(a) Coke (c) Pepsi

(ii) In Citric Flavor

(a)Sprite (b) Mountain Dew (c) 7`Up

(iii) In Orange flavor

(a Fanta (b) Miranda Orange (c) Others.

(iv In mango Flavor.

(a) Mazza (b) Slice (c) Others.

7. Which brand advertisement appeals you most?

(a) Coke (b) Pepsi (c) Others.

8. You like the product which is promoted by the celebrity?


9. Do you think that the pricing strategy adopted by the cola companies fascinate
the consumer?


72

Thank You,

MANDEEP GORAYA

73

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