This document summarizes a study on retailer satisfaction with Coca-Cola in Varanasi, India. Coca-Cola first entered the Indian market in 1956 but had to exit in 1977 before re-entering in 1993. The study aims to analyze retailer order frequency and factors affecting Coca-Cola's growth. Data collection involved questionnaires and interviews with 30 retailers. Key findings indicate that some retailers do not receive products on time or with a proper delivery schedule, resulting in lost sales. Suggestions are made to improve delivery and address retailer needs to better compete with rivals.

1. Retailers Satisfaction with Coca-Cola
A Study On
Nishant Singh
(128938)
MBA II year

2. INTRODUCTION
Coca –Cola is an
American
multinational
beverage
corporation
Company
Headquartered
in Atlanta,
Georgia , United
States
Asa Candler
incorporated the
Company in
1892
Current
chairman and
Chief
executive is
Muhtar Kent

3. Coca Cola India
First enter into Indian market in
1956 but has to exit in 1977
Re-entered in 1993 and till 2003
has invested more than US $ 1
billion

5. Coca-Cola Products
Limca
Sprite
Thums Up
Fanta
Maaza
Coca-Cola
Minute Maid

6. Hindustan Coca-Cola Beverages Pvt Ltd
Varanasi
Located in Mehandiganj,
22km from Varanasi.
Capacity 600 bpm line.
Coca-Cola acquired in year
1999
Total land area 6.8 acres
Total investment of Rs 76
crores
(Including market
investment)

7. Objective of the Study
To identify the Retailers satisfaction with dealer
service
To identify the order frequency of Coca-Cola in
Varanasi (B.H.U region)
To perform Market Analysis of Coca Cola and
find out different factors effecting the growth of
Coca Cola

8. Sources of
Data
Primary Data
Questionnaire
Personal Interview
Secondary Data
Text Books
Internet
Marketing reports of
the Company

9. Research Measuring Tools and Techniques
Various Research measuring tools are :-
Questionnaire
Personal interview
Pie-charts
Bar charts
Column charts
Sample Size:-
Through questionnaire and personal
interview- 30 respondents
Sampling Tools:-Questionnaire was used as a main tool
for the collection of data

10. Data Analysis and Interpretations

11. Availability of soft drink on time
As per our survey data, 27 % of the retailers
are getting soft drink on time and 20 % doesn’t
find on time. We also found that 20 % retailers
selling both Pepsi as well as Coca Cola
products. Thus we can conclude that if that 20
% retailer doesn’t find soft drink on time,
definitely they will go for Pepsi. After analysis
of other questionnaire (fig 10) it’s clear that
90% of the retailers are selling nearby 5 units
per day (approx.) as, 43 % sell less than 5 units
and 50 % sell between 5 to 10 units.

12. Thus From above analysis, we conclude that
Total number of retailers (as per sample size) = 30
Number of retailers doesn’t get delivery on time = 6
Average Number of units sell per day(approx.) = 5
Total number of units that are not selling because of poor delivery per day = 6 x
5 = 30 units
If we take peak seasons ( generally it lies between march-may) = 80
days(exclude Sunday)
Total number of loss incurred in terms of units during peak months= 80 x 30 =
2440 units
Means, only because of late delivery of soft drink, company incurred loss of
total 30 units per day and nearly 2440 units in peak season from particular
distribution channels.

13. Improper delivery schedule of soft drink
As per report, it’s clear that only 13 % of the
retailers are getting soft drink on daily basis. But
more than 50 % getting 2-3 times in a week and
27 % are getting on random basis i.e not any
specific time. As we already mentioned that
average number of soft drink units sell by
retailers is around 5.

14. Total number of retailers getting soft drink 3 times in a week = 15
Total number of days without sell of soft drinks in a week = 3
Total average number of sales of units on daily basis = 5
Total number of units not sell because of lack of proper delivery
schedule = 15 x 3 x5 = 225 units weekly.
Thus From above analysis, we conclude that

15. SUGGESTIONS
Perform a detail demand survey at regular interval to know about
the unique needs and requirements of the retailers.
The company should make hindrance free arrangement for its
customers/retailers to make any feedback or suggestions as and
when they feel.
Coca-Cola’s distribution channel is mostly through retail. Whereas the
competitors also concentrates more on the multiplexes, pubs and restaurants.
Coca-Cola should try to increase their distribution in these areas

16. The company must keep a watch on its primary competitors in
market in order to be able to compete with them.
The company should use new attractive system of word of mouth
advertisement to keep alive the general awareness in the whole
market as a whole.
The company should be always in a position to receive continuous feedback
and suggestions from its customers/ consumers as well as from the market
and try to solve it without any delay to establish its own good credibility.

17. A strong watch should be kept on distributors so that the goodwill
of the BRAND doesn’t get affected.
More No of Retailers are expecting refrigerator.
More no of retailers have said that the advertisement is very less.

18. CONCLUSION
Coca-Cola products are more popular mainly
because of its TASTE, BRAND NAME,
INNOVATIVENESS but it fail to maintain their
DELIVERY SERVICES and availability of
SCHEMAS as well as ADVERTISEMENT
MATERIALS, thus it should focus delivery
service so that it can capture the major part
of the market.

19. References
www.coca-colaindia.com
www.coca-colacompany.com
www.wikipedia.org/wiki/Coca-Cola
www.us.coca-cola.com
www.slideshare.net/javedjassar/coca-cola