nice descriptive project

1. INDEX
TITLE PAGE
ACKNOWLEDGEMENT
INTRODUCTION
CHAPTER 1: PROFILES
 HISTORY OF THE COMPANY
 EARLY GROWTH
 WARTIME DEVELOPMENT RECENT DEVELOPMENTS
 POSTWAR GROWTH
CHAPTER 2: INDUSTRIAL PROFILE
 SOFT DRINK INDUSTRY IN INDIA
 COCA-COLA IN INDIA
 VISION OF COCA-COLA IN INDIA
 MISSION OF THE COCA-COLA IN INDIA
CHAPTER 3: PRODUCT PROFILE
 SOFT DRINK INDUSTRY IN INDIA
 COCA-COLA IN INDIA
 VISION OF COCA-COLA IN INDIA
 MISSION OF THE COCA-COLA IN INDIA
CHAPTER 4: ADVERTISING
CHAPTER 5: MARKETING DEPATMENT
 MARKETING DEPARTMENT
 SALES PROMOTION TECHNIQUES OF COMPANY
 CRITERIA FOR PROVIDING FREE CHILLING EQUIPMENTS

2.  S.G.A PROVIDING COMPANIES
CHAPTER 6: METHODOLOGY
 RESEARCH METHODOLOGY
 DATA ANALYSIS
CHAPTER 7: HYPOTHESIS
 SWOT ANALYSIS
CHAPTER 8: CONCLUSION
 CONCLUSION
 SUGGESTION
 REFRENCES

3. INTRODUCTION
“Coke would rather be long term wiser, than being short term smarter”
COCA COLA ENTERPRISES INC.
TYPE : PUBLIC (NYSE:CCE)
FOUNDER : Asa Candler
FOUNDED : 1926
HEAD QUARTERS : ATLANTA, GEORGIA, U.S.A.
CHIEF EXECUTIVE OFFICER : JOHN BROCK
CHIEF FINANCIAL OFFICER : WILLIAM W.DOUGLAS
INDUSTRY : BEVERAGES
REVENUE : US$ 35.119 billion (2013)
OPERATING INCOME : US$ 8.449 billion (2013)
NET INCOME : US$ 11.809 billion (2013)
EMPLOYEES : 139,600 (2013)

4. Project Type/Scale: New Unit
Industry: Food Processing
Investment/Estimated Cost: Rs. 45.00 Crores / USD 11.25 Million
Saturday, October
31, 1998
Commercial
production expected
Wednesday,
March 31, 1999
Completed

6. CHAPTER – 1
 HISTORY OF THE COMPANY
 EARLY GROWTH
 WARTIME DEVELOPMENT
 POSTWAR GROWTH
 RECENT DEVELOPMENTS

7. HISTORY OF COCA-COLA
This story begins in Atlanta, Georgia on May 8, 1886, when a pharmacist called Dr. John
Smith Pemberton first mixed Coca-Cola in his back yard. This formula, which was made
from carbonated water, cane sugar syrup, caffeine, extracts of kola nuts and cola leaves, was
brought to the nearby Jacobs’ Pharmacy where it made its Debut as a soft drink the same
day, selling for only 5 cent. His bookkeeper named this drink “Coca-Cola” after the first two
ingredients and the same distinctive script he wrote it in is the same logo they use To this
day.
In January 1893 Coca-Cola was registered with the U.S. patent office. Later on in
1915 the Root glass company created the famous contour glass bottle for Coca-Cola in 1915.
In 1917 Coca-Cola was found to be the world’s most recognized trademark with a
record of 3 million Coke’s sold per day. Unfortunately, John Pemberton fell ill, and did not
live to see his product’s success
Sadly, in the first year of Coke’s existence, Pemberton and his partner only made
$50. Pemberton sold two third of his business in 1888 to cover his losses and keep the
business afloat.
He died later that year, and Mr. Candler, an Atlanta druggist, purchased total interest in
Coca-Cola for an unbelievable $2,300 in 1891. In 1891,Candler and his brother formed the
CocaCola Company.

8. EARLY GROWTH
In 1893 Candler registered Coca-Cola as a patented trademark. He also
responded to growing concern over the dangers of cocaine by reducing the amount of coca in
the drink to a trace. However, he kept some coca extract in Coca-Cola so the name would
accurately describe the drink. Candler only had a patent on the name, and not the drink syrup
that is, the drink’s base, containing all the ingredients minus carbonated water. He figured
that keeping the Coca in his formula would legally allow the company to distinguish its
drink from imitations. Other companies also produced soda drink made with cola nut extract.
In particular, the Pepsi-Cola Company would become Coca-Cola Company’s major
competitor over the next few decades.
Candler also spent more than $11,000 on his first massive advertising campaign in
1892. The Coca-Cola logo appeared across the country painted as a mural on walls;
displayed on posters and soda such as calendars and drinking glasses. In addition, Candler
was the first person ever to use coupons to gain customers for a product. He distributed
flyers offering free soda fountain glasses of Coca-Cola to people visiting his drugstore.
In 1894 the Coca-Cola Company opened its first Coke syrup production plant outside
of Atlanta, in Dallas Texa. That same year a candy storeowner in Vicksburg, Mississippi
installed bottling machines and produced the first bottled Coke. It had previously been sold
only at soda fountains. By 1895 the drink was sold in all U.S. states and territories.
In 1899 lawyers Benjamin Thomas and Joseph Whitehead of Chattanooga,
Tennessee, bought the exclusive right to distribute Coke syrup to bottles throughout most of
the country for only on dollars, at the time, Candler saw little profit in bottling and was more
than willing to give up that part of the business.
In 1915 the Root Glass Company created a couture glass bottle for Coke, its design
based on the curvature of a coca bean. This bottle design became a Coke trademark
worldwide. The same year, Candler retired

9. from the company, passing it on to his children and moving into polities. He was elected
mayor of Atlanta in 1916.
In 1919 the Candler family sold Coca-Cola to businessman Ernest Woodruff of
Columbus, Georgia, for $25 million. Woodruff son, Robert, was elected company president
in 1923. Robert Woodruff was a skilled marketer and he put more of the company’s
resources into market research than manufacturing Coke.
WARTIME DEVELOPMENT
During World War II (1939-1945), Woodruff also boosted Coke’spopuler image in
the United States by pledging that his company would provide Coke to every U.S. soldier.
The company did not limit itself, however, to only doing business that would increase its
success in America. In the period leading up to the war, between 1930 and 1936, it had set
up a division of the company in Germany, and it continued that venture during the war. It
recreated its image as a German company and allowed the Germans to produce all but two,
secret, Coca-Cola ingredients in their own factories.
In 1941 the German company’s president, Max Keith, developed Fanta orange soda
using orange flavoring and all the German-made Coke ingredients. The Coca-Cola
Company’s wartime efforts helped it expend its global market, often with the economic
support of the U.S. government.
By the end of the war in 1945, it had established 64 overseas bottling plants. The
same year the company registered a patent on Coca-Cola’s popular nickname, COKE.
POSTWAR GROWTH
In 1955 Robert Woodruff retired as the Coca-Cola Company’s president. Candler
and Woodruff are remembered as the two most important figures in the company’s early
growth, both for their contributions to the company and their considerable fortunes donated
to the city of Atlanta. After Woodruff departure, the company began to diversify by
producing new products, acquiring new business, and entering new international markets.
In 1960 the Coca-Cola Company purchased the Minute Maid Corp. producer of fruit
juices and began offering Coke in cans. Between 1960 and 1963 it also launched four new

10. soft drink in the United States: Fanta, an orange soda; Sprite, a lemon-lime soda; Diet Cola;
Diet grapefruit-flavored soda. In 1964 the company acquired the Duncan foods crop. In
1967, it created the Coca-Cola foods division by merging its Duncan and Minute Maid
operations.
In the late 1960s, Coca-Cola faced difficulties in some of its foreign markets. When
the company built a bottling plant in Israel at the outset of the Arab-Israel War, the
governments of all Arab League nations banned the production and sale of Coke. A year
later the company withdrew from its markets in India when that country’s government
requested that Coca-Cola reduces its equity in joint ventures to 40 percent. The company
refused to relinquish so much control over those operations.
In 1977 Coca-Cola began packaging Coke and other drinks in two-liter plastic
bottles. The popularity of these large bottles grew over time, and their sales earned the
company new project, primarily in small specialty and convenience stores.
In 1982 the company introduced Diet Coke, which soon becomes the best-selling diet
soft drink in the world.
Also in 1982, Coca-Cola purchased the motion-picture company, Columbia Picture
Industries, also know as Tri-star Pictures, for almost $700 million. Two year later, the
company sold off its Columbia holdings and other media acquisitions to Sony Corporation
for over $1.5 billion.
By 1984 Pepsi-Cola had gained on Coke’s previous domination of the U.S. market to
the point that the two had almost equal sales. In an attempt to return market dominance, the
company attempted the first-ever reason of the original Coke recipe. The American public
largely rejected New Coke, and so the company quickly returned to also producing the old
recipe under the name Coca-Cola classic.
RECENT DEVELOPMENTS
In 1986 The COCA-COLA Company consolidated all of its no franchised U.S.
bottling operating as Coca-Cola Enterprise, Inc. The new company began acquiring
independent bottling companies, a venture that grew into the world’s largest bottle of soft
drinks by 1988, while Coca-Cola Enterprise distributes over half of all Coca-Cola products
in the United

11. States, small franchises businesses continue to bottle can and distribute the company’s drink
worldwide.
In 1987 The Coca-Cola Company was fisted in the prestigious Dow Jones Industrial
Averages index of stock market performance. Its stock is traded on the New York Stock
Exchange. Coca –Cola and Pepsi Company products occupied nine of the top ten spots in the
U.S. soft drink market in themed-1990s.
Worldwide, Coca-Cola ranked first in soft drink sales, and the company earned
almost 80 percent of its profits from international sales.
CHAPTER – 2
 SOFT DRINK INDUSTRY IN INDIA
 COCA-COLA IN INDIA

12.  VISION OF COCA-COLA IN INDIA
 MISSION OF THE COCA-COLA IN INDIA
SOFT DRINK INDUSTRY IN INDIA
INTRODUCTION
The Indian Soft-Drink Industry is a 3500 crore rupee Industry comprised of
consumer’s throughout the country, and of all ages. The industry has been comprised of all
Indian Soft-Drinks manufactures and the multinational Coca-Cola up to 1976.
From 1976 to 1989, the industry only comprised of Indian manufacturers namely,
Parle, Campa-Cola and Dukes. Decades of 90’s have brought changes in Government
Policies of liberalization, which has helped user in two huge American Multinational Pepsi-
Cola international and Coca-Cola
.
THE CHRONOLOGY OF SOFT-DRINK SCENARIO IN INDIA
1977
 Refusing to dilute its equity stake, Coca-Cola winds up it
operations in the country.
 Thums-Up from Parle and Campa-Cola from Pure Drinks
launched.
1986

13.  An application for a soft drink cum snack food joint venture by
Pepsi. Voltas and Punjab agro is submitted to the Indian
Government.
1988
 Final approval for the Pepsi food limited project granted by the
Cabinet committee on economic affairs of the Rajeev Gandhi
Government.
 Coca-Cola South Asia Holding Incorporation of the
U.S. files an application to manufacture soft drinks
concentrate in Noida (Delhi) free trade zone.
1990
 Pepsi Cola and 7 Up launched in limited market in North
Indian.
 The Government clears the Pepsi Project again but with
the brand name changed to Lehar Pepsi. Simultaneously,
it also rejects the application of Coke. Citra hits the
market from the Parle Stable.
1991
 Britco food files an application before FIPB to set up a
new 50 crore facility in Maharashtra.
 Pepsi extends its soft drink reach on national scale.
Products launched in Delhi and Bombay.
 Britco foods application cleared by the FIPB, Pepsi and
start initial negotiations for a strategic alliance but talks
break of after a while.

14. 1993
 Pepsi launches Teem and Slice to counter Limca and
Maaza respectively from Parle. Pepsi captures about
30% market share in about two years.
 Coke files an application for a 100% owned soft drinks
company with FIPB, Decides to part ways with Rajan
Pillai. The Government clears the Coke application in
record time.
 Voltas pulls out of the Pepsi Food Limited joint venture.
Pepsi decides to buyout the Voltas share and raises its
equity to 92% Report of Coke Parle joint gain strength.
 Pepsi launched 1 liter bottles in Pepsi-Cola, Mirinda and
Teem flavors. Sweeps off the 100ml segment over Pure
Drinks.
 Coca-Cola buys out Parle and major leaders of the
market, Ramesh Chauhan, becomes a part of the Coke
game plan.
 Fountain Pepsi launched in the Northern part of India.
 Coca-Cola hits the Indian in 300 ml at the price of 250
ml. Equity 100% for Coca-Cola.
 Pepsi jump up in to Mineral Water name Aquafina.
2000
 Coca-Cola Indian has registered a growth of 18th
percent
in its net sale during the first quarter of the current fiscal
year.

15.  Hrithik the burning sensation of Bollywood is hired to
advertise Coke is very effective.
2001
 Coca-Cola upgraded from 1.5 ltr. To 2 ltr.
 Coke hired Ashwaria, Amir Khan and Hrithik for
effective advertising.
COCA-COLA IN INDIA
The Coca-Cola Company entered India in the early 1950s. It set up four bottling
plants at Bombay, Calcutta, Kanpur and Delhi.
In 1950 as there were negligible companies in Indian market therefore Coca-Cola did
not face much competition and they were accepted in Indian market more easily. By the end
of 1977 Coca-Cola had captured more than 45% of market share in India. Then Coca-Cola
left India following public disputes over share holding structure and import permit.
As per FERA REGULATION the company was required to India close operation by
May 5, 1978 yet strongly enough the company’s operation come to end in July 1977.
In October 1993, Coca-Cola returned to India after 16 years of absence with the
slogan “Old waves have come to India again” first launched in HATHRAS near AGRA
HOME of the famous TAJ MAHAL.
At this time Parle was the leader in soft drink market and had more than 60% of the
total market share in soft drink Coca-Cola joined hand with Parle and strategic alliance with
Parle export give the company instant ownership of the nation top soft drinks brands Thums-
Up, Limca, Citra, Gold Spot and Maaza access to Parle’s extensive 62 plant bottling network

16. and a base for the rapid introduction of the company’s international brand by striking a $40
million deal with Parle Coke almost a clear sweep and made it goal as “To become an all
occasion drink not a special treat beverage”.
VISION OF COCA-COLA IN INDIA
Provide exceptional strategic leadership in the Coca-Cola India System
resulting in consumer and customer preference and loyalty through Coca-
Cola’s commitment to them, and in a highly profitable Coca-Cola corporate
branded beverage system.
MISSION OF THE COCA-COLA IN INDIA
Create consumer products, services and communications customer’s
service and bottling system strategy processes and tools in order to create
competitive advantage and deliver superior value to:
 Consumers as a superior beverage experience.
 Consumers as an opportunity to grow profits through the use of
finished drinks.

17.  Bottlers as an opportunity to make reasonable to grow profits and
volume.
 TCCC as trademark enhancement and positive economic value
added.
 Suppliers as an opportunity to make reasonable profits when
creating real value added in an environment of system wide
teamwork, flexible business system and continuous improvement.
 CCI associates as superior career opportunity.
 Indian society in the form of a contribution to economic and social
development.
CHAPTER – 3
• PRODUCT PROFILE OF COCA-COLA

18. • CONSUMER CHOICE AT A GLANCE
• MODUS OPERANDI
PRODUCT PROFILE OF COCA-COLA
There are nine brands of coca-cola in India and they are differ in taste,
flavor and also in their colors.
1. COCA COLA
Coke is considered to be a cola drink. It is generally preferred by all
sections of consumer. This is a case cow brand for the company in terms of
sales revenue.
2.THUMS-UP

19. Thumps-up is also considered to be a cola drink. It is hard in comparison
to coke. It is preferred by all section of consumers but especially to teen-agers.
It is a big source of company to cash its publici
3.LIMCA
Limca is considered to be lemony in taste, and comes under the category
of cloudy lemon because of its color, which is
Similar to that of clouds. It has to yield good sales revenue. It is generally
preferred by Children & Women.
4. FANTA
FANTA ORNAGE, It is orange flavor & preferred by Children &
Women.
5. FANTA APPLE
FANTAAPPLE, It is apple flavor preferred by Children & Man, Women .
6.MAAZA
MAAZA MANGO, in maaza cold drink no gas only based on juice. It is
a non-aerated soft drink. It is preferred mostly Children & Women.
7.KINLEY SODA
This is a soda drink. It has no colour and no flavor. It is generally used
with alcohol and used by

20. 8.SPRITE
Sprite is a good product at cola and contains at lemon flavor. And
preferred by all age of people.
9.KINLEY WATER
Kinley water is a fresh and mineral water and market competitor of
Bisleri and Aquafina
10.MINUTE MAID
In Minute maid pupply orange cold drink no gas only based on orange
juice. It is a non-aerated soft drink and market competitor of Tropicana
Twister.
11.DIET COKE
Diet Coke is sugar free flavor.Diet Coke is mostly preferred by Sugar Free
patient
PRODUCT MIX
Products
The group manufactures and markets Carbonated and Non-Carbonated Soft
Drinks and Mineral Water under Coca Cola brand. The various flavors and sub-
brands are- Coca Cola, Thums Up, Sprite, Limca,Fanta, Fanta Apple, Mazza,
Pulpy Orange, Kinnley Soda, Kinnley Water.
CAN
Diet Coke, Coca Cola, Thums Up, Sprite.
Brand available in 200ml.

21. 1. Coca Cola
2. Thums Up
3. Sprite
4. Limca
5. Mazza
6. Mazza Tetra Pack
Brand available in 300ml.
1.Thums Up
2.Sprite
3.Limca
4.Kinley Soda
Brand Available in CAN (330ml)
1. Diet Coke
2. Coca Cola
3. Thums Up
4. Sprite
Brand Available in (350ml)
1. Coca Cola

22. 2. Thums Up
3. Sprite
4. Mazza
5. Pulpy Orange
Brand Available in (500ml)
1. Mazza
2. Pulpy Orange
3. Kinley Water
Brand available in (600ml)
1. Coca Cola
2. Thums Up
3. Sprite
4. Limca
Brand Available in (1Ltr)
1. Kinley Water
2. Pulpy Orange

23. Brand Available in (1.2 Ltr)
1. Coca Cola
2. Thums Up
3. Sprite
4. Limca
5. Mazza
Brand available in (2 Ltr)
1. Coca Cola
2. Thums Up
3. Sprite
4. Limca

25. CONSUMER CHOICE AT A GLANCE
Coca-Cola Mainly preferred by the Youngster & Kids.
Thumps-Up Youngster.
Limca Common Drink.
Fanta Basically Preferred by Ladies and Kids.
Maaza Also Ladies and Kids.
Sprite Not clearly defines.
Kinley Soda Mostly those who consume liquor.

26. COKE IN INDIA
Despite the formidable track of its parent (Coca-Cola Company the $18
billion gaint, based in Atlanta “U.S.”), Coca-Cola India’s record in Rs.1800
crore soft drinks market is prominent. Coca-Cola entered Indian market after
16 years from Hathras December 1993 Coca-Cola became the undisputed
leader of the Indian soft drink industry, because if their acquiring rights of
Ramesh Chauhan’s aerated Parle drinks.
With one stroke of the pen, and a bill of 140 crore coca-cola picked by
five brands- Thums Up, Limca, Gold Spot, Citra and Maaza with a combined
market share of 69 percent with Thums Up alone accounting for 56% of the
then 650 crore cola segment.
Coca-Cola world’s largest selling soft drink and which sells nearly half
the soft drink of world market its reentry with planned strategy.

27. MODUS OPERANDI
The multinational soft drink companies carry their business by licensing
bottlers around the country or more technically franchising the bottlers and
supplying also. With retail prices ranging to Rs.11 per bottle (300ml) for
consumer and Rs.264 per crate (24 bottles) for retailers. A
bottler must pay as such as 34% of the price per case as excise duty,
sales and turnover tax.A further 10% goes into expenditure on local advertising
and sales promotion. Distribution and transportation cost takes care of another
10% Raw material cost, Concentrate, Sugar, Citra, Acid, Bottle caps etc. eat up
another 23% production cost, in terms of fuel, power, maintenance and labour
add up to 14%.
Thus leaving a bottler with a margin of 9%, again 4% of this would go
into warheads and interest charges, trimming down the margin to a simply 4-5
% a bottling operation, thus is viable only large volume.
(This is also one of the reasons of FOBO being converted in COBO).
The consumer, obviously, shoulders most of the burden, bottle cost are
also critical component of soft drink business.Coke is positioning all of its

28. beverages as all seasons’ beverages rather than only summer drinks; this will
greatly help to increase consumption.
In summer coca-cola was coping with a change, C.E.O-Alex Born has
replaced David Short.Coke has made India its home; coke is experimenting
with mobile dispensing units at beaches and stadiums, going out towards
consumers. “Our goal is to have available within arm’s reach of desire”.
Nicholas once said (Retd. C.E.O).
CHAPTER – 4
ADVERTISING
ADVERTISEMENTS TARGETED BY COKE
PROMOTION BY THE COMPANY

29. ADVERTISING
Advertising is non-promotion of goods and services, by a sponsor (a firm
or person) who can be identified and who has paid for this communication.
This purpose of advertisement is to sell something a good service, idea person
or place, either now or later this goal, reached by setting specific objective that
can be expressed individual ads. Those are incorporated into an advertising
campaign recall again from the buying decision process that buyers go through
a series of stages from unawareness to target customers to the next stage in the
hierarchy say from awareness to interest.
Advertisement plays an important role in the success of coca-cola
product since its first newspaper ad. In 1886 that red, coca-cola delicious
“Refreshing Exhilarating” Invigorating”. Advertisement is a key of
implementing a strategy over one hundred year old to trigger desire as offer and
in as many ways as possible.

31. ADVERTISEMENTS TARGETED BY COKE
To target various consumer segment of soft drink different add featuring
cricket star, cine star, pop star have been created.
1.Lisa Ray (famous model) in a very interesting add, which featuring
him bathing with sprite. Having a catching line “Sprite bujhaye only
pyass baki all bakwaas”.
2.AmirKhan & AshwaryaRai (both cine stars), which targeted younger
generation. This add. Contained imagery of rugged and romantic for 330
ml of coke. Theme “ Coca-Cola Ho Jay”.
3.Another cola drink from coke i.e. “Thums Up”.
4.Limca leaving its old image of “Lime-n-Limoni” drink is been shown
as in the add. Featuring Shaif Ali Khan. A drink that could just change
the mood at time of disappointment lines. “Gala Gaya Sookh Limca Key
Liye Ruk”.
5.Fanta add. Showing children having lines “Bold Ho Jayo”.
6.A family giving new look to Maaza “ Tazza Mango”.

32. 7.Diet Coke the exiting add. on the pool with fall swing calling “Taste
The Power Of One Calorie”.
8.AmirKhan in the as on Mini Coke very interesting and Roman tic add.
PROMOTION BY THE COMPANY
All advertisement expenditure is incurred by coca-cola India, but only
D.P. Board, wall painting, S.G.A.’s etc. Company spends on it around 8-9 %
total sales company invested 305 crore rupees in advertisement Budget.
 Radio.
 T.V.
 Hoardings.
 Road signs.
 Sticker.
 Neon light.
 Banners.
 Newspaper.
 Magazines.
 Exhibition.
 Posters.
 Sponsoring local events.

33. CHAPTER – 5
MARKETING DEPARTMENT
SALES PROMOTION TECHNIQUES OF
COMPANY
CRITERIA FOR PROVIDING FREE
CHILLING EQUIPMENTS

34. S.G.A PROVIDING COMPANIES
MARKETING DEPARTMENT
SALES PROMOTION TECHNIQUES OF COMPANY
1. Good Advertising.
2. Effective Incentive Policy.
3. Quality.
4. Wide & Deep Distribution System.
5. Attractive packaging.
6. Allotting SGA’S (Refrigerator, Chest cooler, Table Umbrella, Chairs
etc.) to retailers.
7. Decorating Retailers shop by display board, dealer’s board etc.
CRITERIA FOR PROVIDING FREE CHILLING EQUIPMENTS
 With every 1-2 crates purchased daily or alternatively an icebox is
provided.
 For an average consumption of 5-6 crates a visi-cooler of 4crates.

35.  For a purchase of 7-8 crates daily visicooler 7 crates.
 If purchase exceeds 8 crates, then 9 crates visicooler or deep
fridger is provided.
With every chilling equipment a steplizer is provided it may be of 1 KV
or 5 KV
CHAPTER – 6
 RESEARCH METHODOLOGY

36.  DATA ANALYSIS
RESEARCH METHODOLOGY
This research involved a study, which was descriptive as well as explorative in nature it
basically aims at gathering data about how the coca-cola scheme playing in the mind of
shopkeepers & consumer.
METHODS OF DATA COLLECTION
THERE ARE TWO TYPES OF DATA
1. Primary data
2. Secondary data
1. Primary data collection: Primary data can be collected by three methods.
a) ObBut here, only surveys method of data collection is preferred
which is very suitable to reach the researcher motto.
Research instrument: Printed Questionnaire was used as the research instrument to collect
the required information.

37. 2) Secondary data collection:
00
As secondary data were not available with sho00000000000pkeepers as well
as stockiest, so these were collected from company records.
CHAPTER – 7
SWOT ANALYSIS
STRENGTHS
1. Improved quality control.
2. Latest technology.
3. Heavy investment in both infrastructure and sales promotion
campaigns.
4. Modified and attractive packaging.
5. Strong advertising network.
WEAKNESS
1. Gaps in distribution system during peak season
2. Same old distributers , co loosing grip from many such mkts.
3. Fear of retrenchment among the workers.
4. Customer satisfaction level goes down during peak season.
OPPORTUNITIES

38. 1. Highly potential and huge market.
2. Highly potential untapped rural market.
3. Distribution gaps and can be rectified by appointing new dist and
more effective coverage of outlets
THREATS
1. Stiff competition
2. Illegal distribution done by some unauthorized fat dealers.
Changing of consumer preference.

39. CHAPTER – 8
CONCLUSION
SUGGESTION
CONCLUSION

40. CONCLUSION: - In general we came to conclusion. That project is
systematic conclusion discussed proposed particular subject
which, include complete information about required to machine tools,
appliances need the various operation required to be done in well sequences.
EVERY THING IN THIS WORLD IS MADE TO UTILIZE PROPERLY BUT IT
SHOULD BE REACH AT THE PROPER PERSON OR TO THE PROPER UTILIZED
AREAS. OTHERWISE THE VALUE ADDED TO THOSE THINGS BECAME IN VEIN.
AS THERE IS A PROVERB THAT,
“FAR FROM EYE, FAR FROM HEART”
THUS MARKETING ROLE PLAYS A VERY IMPORTANT
ROLE IN ACHIEVING THE OBJECTIVES OF A COMPANY.
UNDOUBTLY, VALUE UTILITY IS CREATED BY THE
MANUFACTURE OF PRODUCT OR SERVICE BUT TIME AND
PLACE UTILITIES ARE CREATED BY MARKETING ROLE.
ACCORDING TO DRUCKER, “BOTH THE MARKET AND THE
DISTRIBUTION CHANNELS ARE OFTEN MORE CRUCIAL THAN
THE PRODUCT”. THEY ARE PRIMARY: THE PRODUCT IS

41. SECONDRY. IN AN ECONOMY LIKE THAT OF INDIA, WHERE
MARGINAL SHORTAGES CAN LEAD TO DISPROPORTATION
DISTORTION IN PRICES, A DEPENDABLE AND EFFICIENT
DISTRIBUTION SYSTEM IS VERY MUCH ESSENTIAL. THE
DISTRIBUTION SYSTEM CREATES A VALUE ADDED TO ALL
MOST ALL PRODUCTS.
ALL FROM THE ABOVE STUDY NOT WITHSTANDING ITS
RESTRUCTING EFFORTS PEPSI IS STILL FAR AWAY WITH ITS
GREAT COMPETITOR LIKE COKE.
SUGGESTION
 THE CO SHOULD MORE EFFECTIVELY HANDLE VISI
COOLER COMPLAINTS.
 COMPANY SHOULD ENSURE , THE SCHEMES REACH THE
RETAILERS.
 COOLER PURITY SHOULD BE TREATED AS A PRIORITY.
 OVERALL SERVICES SHOULD BE IMPROVED FOR GETTING
MORE SALE AND TO BE THE MARKET LEADER.
 THE SALES EXECUTIVE SHOULD MAKE ONLY THE
COMMITMENTS WHICH HE CAN KEEP OR FULFILL SO
THAT THE MKT IS NOT DISTURBED.

42.  SIGNAGES SHOULD BE PUT ON MORE PROMINENT
LOCATIONS.
 FLORESCENT BOARD DISPLAYING LOCATION AND THEIR
DISTANCES ON ROAD SHOULD BE USED HAVING COCA-
COLA BRANDING.
REFRENCES
INTERNET:
www.cokeiindia.com
www.coca-colaindia.com
www.superbrand.com
TEXT BOOK:
MARKETING MANAGEMENT: -
1.KOTLER AND KOTLER.

43. 2.RAMASWAMI.