Coca cola mendish

For Hindustan Coca-Cola Co. Pvt. Ltd.
2
Survey Project Report
(BBA)
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HINDUSTAN COCA-COLA MARKETING
COMPANY PRIVATE LIMITED
Submitted in partial fulfillment of the
Requirement for MBA Degree programmer of
Uttar Pradesh Technical University, Lucknow
By
Neha Vishwakarma
Roll No. 1321430001
BBA(III) Year
2016-17

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DECLARATION
I Neha Vishwakarma, Roll no. 1321430001, a student of
BBA III year of JEEVANDEEP MAHAVIDALAYA hereby
declare that the summer training project report “To
Provide the Better Promotion Schemes for the Dealers” is
my original work and the same has not been submitted for
the award of any other diploma or degree.
Place: Varanasi
Date:……………….
Neha Vishwakarma

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ACKNOWLEDGEMENT
I feel an immense pleasure in taking this opportunity to express my sincere
indebtedness and deep gratitude towards my honorable Guide Mr. Nitin Sehgal,
Sales Manager, for suggesting the topic and being a constant source of inspiration
and guidance. It has been a privilege for me to work under him. I also express my
sincerestthanks to Mr. Abhishek Kumar Pandey (Asst. Professor) for his constant
encouragement, meticulous guidance, constructive criticism and invaluable counsel
through out the conduct of this study.
I am also thankful to my guides for the constructive criticism, scholastic,
valuable and kind advice that they gave me during my tenure as a summer trainee
in Coca-Cola.
I would like to thank Faculty, B.B.A Deptt. (Jeevandeep Mahavidalaya)
without whose guidance and cooperation this project would have dream.
I shall be failing in my duty if I do not praise THE ALMIGHTY for blessing
me with wisdom, ability and peace of mind for successful completion of this work.
Neha Vishwakarma

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PREFACE
Practical and Theory are the two aspects of Management education. The
practical training in the domain of management courses has received vital
importance. It exposes to the potential manager towards the actual work situation
and gives a student rich insight into what practically is going on inside the
industries, infect it is the implementation of theory into practices which is the life
force of management.
Two months practical training is an obligatory requirement for the M.B.A. It was
of greatadvantage to receive practicaltraining in Hindustan Coca-Cola Marketing
Company Pvt. Ltd. at Delhi Branch office. The management of the company
offered an excellent learning situation.
There have been considerable changes in the technology, operationand structure of
the industry due to globalization, mergers, environmental issues and available fiber
sources, and new challenges being posed by the changing customer satisfaction
levels and multiple market requirements are forcing industry to adapt to new
solutions.
I was assigned special Project: -
 To Provide a Better Promotional Scheme For The Dealers.

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TABLE OF CONTENTS
PART I
Introduction about the company
History of company
Structure of company
Performance of company
Products offered
Problem faced by company
PART II
1. Introduction to the topic
2. Objectives
3. Research methodology
4 Data analysis and interpretation
5. Findings
6. Suggestions
 Limitations
7. Conclusion
8. Appendix
 Bibliography

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INTRODUCTION ABOUT COMPANY
Doing this project was a great experience. The Coca-Cola in India has set up an
independent organizations which is H.C.C & B.C.C. with a capital of 350 U.S.$ each by
virtue of sellout decision of the passed managing director Sh. S.C.Agarwal.
Present soft drink boon in India was attributed to the legacy of Coca-Cola, which was
there in India till 1977. In toady’s market the Coca-Cola hold a 62% market share that
appears to bear concentrated rush to beg a big share in the soft drink market.
Being a capital & biggest business center of India I choose the area of Delhi to conduct
my study and to get lot of exposure & various opportunities to meet different kind of
customers. This project has been under taken to study the availability of complete
range of Coca-Cola products to retail outlets.
To conduct the detail study of my project, I worked for a distributor in south Delhi.
During the training period I covered the whole market of center Delhi and gathered the
information from retail outlets regarding the availability of whole range of Coca-Cola
products. After getting the information, I list out those retail outlets and getting the
response regarding the various promotional schemes of coke and other.
Present soft drink boon in India was attributed to the legacy of Coca Cola, which was
there in INDIA till 1977. In todays market the Coca-Cola (Coke, Thumps Up, Fanta,

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Limca, Sprite, Vanilla Coke, etc.) hold a 62% market share that appears to bear
concentrated rush to beg a big share in the soft drink market.
Various national & multinational firms are engaged in soft drink market due to increase
in its demand day by day. As far as INDIA soft drink market is concerned there are
major company’s engaged having a big completion to capture the soft drink market are
namely Coca-Cola & Pepsi. While Campa Cola & many local cola’s still notice in the
Indian Market.
Pepsi Cola attacked Coca-Cola before World War II. Coca Cola dominated the American
soft drink industry, Pepsi cola was a drink less to manufactures & with a less
satisfactory taste then Coke. Where as Coca-Cola major selling point was more drink
for the same price and Pepsi emphasized on advertising.
During World War II Pepsi & Coke both enjoyed increased sale. After the war Pepsi sale
was started to fall relatively to Coke, resulting the Coca-Cola had starting to click the
Problem were poor image, poor taskforce, poor quality control etc. Market share. A
number of factory contributed to Pepsi
At that point Alfred.N.Steeler came to the presidency of Pepsi cola with a great
reputation for merchandising. He and his staff recognized that the main hope lay
transforming Pepsi
from a cheap imitator of Coke into a class on soft drink manufacturer.
By 1955 all Pepsi’s major weakness had been overcome, resulting sales had climbed
substantially. These actions from 1955 to 1960 led to a considerable sales growth for
Pepsi.

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In India another company engaged in soft drink market is Coca-Cola. It is one of the
most widely known, accepted and admired trademarks of the world. Coca-Cola was
their in India till 1977, when the Indian Government banned it due to strong resentment
against multinational company’s Coca-Cola was re-launched again in India in
September 1993 at “HATHRAS” near Agra. The India people welcomed the come back
of their most loved Cola in the country with great enthusiasm and vigor.
Coca-Cola marked its re-launching with acquiring five Parley drinks viz. Thumps
Up, Gold Spot, Limca, Citra, Maaza, Soda.
Soft drink industry is one of the fastest growing industries in India. The basic idea
behind the rapid growth of this industry is due to following reasons:
1. The great corporate war between Coke & Pepsi, who left no stone unturned, for
monopolizing the India Soft Drink market.
2. The basic ideology of these two giants is to promote soft drinks as a food item
in India hold.
3. The long hot summers in India have increased the consumption of soft drinks.

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HISTORYOF COCA-COLA
Jon Styth Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta,
Georgia it was May 1861 when the pharmacist concocted a caramel colored syrup
in three–legged brass kettle in his backyard. He first distributed the new product
by carrying Coca-Cola in a jug cown enjoys in a glass of Coca-Cola at the soda
fountain. Whether by design or accident, carbonated water was teamed with the
new syrup, producing a drink that was proclaimed “Delicious and Refreshing”.
Dr. Pemberton’s Partner and bookkeeper, Mr. Frank Robinson, suggested
the name and penned as “Coca-Cola” in the unique flowing script that is still
famous worldwide today.
Dr. Pemberton’s sold 25 gallons of syrup, shipped in bright Red woodenkegs.
Red has been a distinctive color associated with the No.1 soft drink brand ever
since. For his efforts, Dr. Pemberton grossed $ 50 and spent $ 73.96 on
advertising, by 1891, Atlanta chemist as a G.Canler had acquired complete
ownership of the Coca-Cola business.

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He purchases it from the Dr.Pemberton family for $ 2300. With in 4 year his
merchandising flair helped to expand the consumption of Coca-Cola to over $25
million.
Robert W. woodruff become the president of the Coca-Cola company in 1923 and
his more than six decades of leadership took the business of commercial success
making Coca-Cola aninstitution the world over. Coca-Colabegins as a never tonic,
but candy merchant Joseph A. Biedenharn of Mississippi was looking for awry to
serve refreshing beverages. He responded to this demand began offering bottle
Coca-Cola using syrup shipped from Atlanta, during a hot summer in 1894.

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HISTORY IN INDIA
Coca-Cola in India has setup an independent organizations which is H.C.C & B.C.C with
a capital of 350 U.S.$ each by virtue of sellout decision of the passed managing
director Sh. S. C. Aggarwal.
Hindustan Coca-Cola bottling (N-W) Pvt. Ltd. Najibabad took the complete possession
of this plant, land, machinery, & intellectuals on February 14’ 1998 and since then
H.C.C, looking after all its affairs under company owned bottling plant to establish
integrated marketing system in the area.
In 1999 the company opened up the new bottling plant at DASNA in Ghaziabad Distt.
This plant has more sophisticated equipments, then the plant at Najibabad.

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STRUCTURE OF THE COMPANY
The Coca Cola Company is global player and approximately 70 percent of its
volume and80 percent of its profit come from outside the United State Of America.
Although it was perceived as a standardized brand across the world, Coca Cola had
been quietly fine turning its international marketing strategies to suit the needs of
individual national markets. Only the brands Coca-Cola, Sprite and Fanta were
marketed globally. In Latin American and Europe, where a heavy consumer preferred
existed for lemon lime and orange sodas. Coke had developed a wide range of
formulations and flavors to cater the needs of different countries. In Indonesia Coke
had been selling pineapple and banana flavored sodas which had been carefully
developed to suit local preferences. In Japan, Coca-Cola had added a coffee drink
called Georgia and energy healthy drink named Aquarius to its product line. In India,
the Coca-Cola Company acquired the brands Limca, Maaza and Thums Up in 1993.
Marketing mix of any organization consists of 4 ps i.e. Product, price, place and
promotion having its own significance, that 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 flavor
given in the table. Product strategy of the coca-cola is to promote all brands available
in the brand packs and to introduce the product in new flavor is also introduced.

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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 –north zone , eastern zone , western – zone , southern zone and Andhra
Pradesh zone . These zones are divided in to various. Plant, which govern the area
assigned to them. The area is the various distribution centers called distributors and
C&F agents. Then come the retailers / customer for the company’s product,
They receive good from distributor and c&f agent. Finally consumer is there, having the
product from the consumer’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 billion
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.
PROMOTION: This past 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. The promotion mix of coca-cola is divided in to top
line promotion and below the line promotion.

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Top line promotion includes the promotion designed and done by the company’s
corporate office of gurgaonand the office of Bombay T.V ads , design of banner ,
and other p-s 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, sale managerand 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.

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PERFORMANCE OF THECOMPANY
Hindustan Coca-Cola Beverages Private Limited,
Dasna unit, bags the
“Golden Peacock Environment Management Award 2004”
The Dasna unit near Delhi in Ghaziabad has been awarded the prestigious “Golden
Peacock Environment Management Award – 2004 (GPEMA- 2004)” for excellent
environment practices and effective control of environmental impact.
The Dasna unit won this award in the Food & Beverage Industry category for its
environment practices among hundreds of entries received from across the country.
The annual award winner is decided on the basis of a rigorous assessment procedure,
which includes a visit to the facility by a team of experts.
Speaking on the occasion, Mr. Sanjiv Gupta, Division President and CEO, Coca-Cola
India said, “We are proud to win this coveted award. At Coca-Cola we are committed to
preserve, protect and enhance the environment and this simple belief guides us in
everything that we do. We will continue to further improve our systems and are
confident of making a significant positive impact on our environment in times to
come.”
The award will be formally presented to the company shortly by Institute of Directors,
an independent body that recognizes the achievements of manufacturing units under
the categories of Environment, Quality and Corporate Governance, in association with
World Environment Foundation (WEF), at an official function during the 6th World

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Congress on Environment Management.
The Dasna plant achieved this distinction by adhering to The Coca-Cola Company’s
internal global quality program called The Coca-Cola Quality System (TCCQS). TCCQS
not only covers environment management, but also takes into consideration other
business aspects such as safety and loss Prevention (SLP), product quality, packaging
quality, process capability improvement and customer satisfaction. Strict compliance
with TCCQS, often rated as a programmed equivalent to the internationally reputed ISO
14001 System, has also enabled all the company-owned bottling plants in the country
to successfully get the coveted ISO 14001 Certification from Det Norske Veritas (DNV).
The award has been granted after a thorough evaluation of Dasna plant’s compliance
with a WEF prescribed program assessment format over a period of 1 year from 1st
April 2003 to 31st Mach 2004 during which several environmental performance
indicators were monitored and evaluated according to WEF’s stringent parameters:
energy use, water use, wastewater discharge, compliance with Government regulations
and resource utilization.
GPEMA has been instituted by the Institute of Directors in association with World
Environment Foundation (WEF) and is designed to encourage and recognize effective
implementation of environment management system. The award is given both in
manufacturing and service sectors.

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All India Division COBO’s are now ISO 14001
certified
 All 25 of the India Division’s Company-owned bottling plants have gained the
international standard ISO 14001 Environment Management System certificate.
 The ISO 14001 certificate is the internationally recognized standard of
Environmental Management.
 A company must demonstrate management commitment, the total involvement of
all employees and a compliance with applicable regulatory and internal company
standards.
 The Company started its compliance effort in February

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THE COCA-COLA PROMISE
The coca-cola company exists to benefits and refresh every one it touches. The basic
proposition of our business is simple , solid and timeless . when we bring refreshment
, value , joy and fun to our stakeholders then we successfully nurture and protect our
brand , particularly coca-cola . that is the key to fulfilling our ultimate obligation to
provide consistently attractive to the owner so four business.
More then a billion times every day , thirsty people around the world reach for coca-
cola products for refreshment. They deserve the highest
Quality – every time . our promise to deliver that quality is the most important promise
we make . and it involves a world-wide , yet distinctively local , network of bottling
partner , supplier , distributor and retailers whose success is paramount to our own.
Our investment in local communities in over 200 countries totals billions of dollars in
jobs, facilities , marketing, the purchase of local good and services, and local business
partnership. Always and every where , we pursue continuous innovation in the
products we offer the processes we use to make them, the package we develop and the
way we bring them to market .

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1. The world’s largest spherical coca-cola sign is in Nagoya, Japan a top the dial –
Nagoya building in front of the Nagoya railway station. The sing is a double sphere
constructed from more then 46 tone of steel, more 940meter of neon tubing, and
more then, 879 light bulbs. The outer shape features the coca-cola logo and
contour bottle, while the inner sphere portrays a comic scene with twinkling
planets and stars.
2. One of the world’s largest signs for coca-cola is located on a hill called
“ELHACHA” in America, Chile. It is 400 feet wide and 131 feet high and is made
from 70,000, 26 ounce bottles.
3. The first out door paint sign advertising coca-cola still exists. It was painted in
1894 in Cartersville, Georgia.
4. Coca-cola is one of the world’s most recognizable trademarks recognized in
countries that account for 98 percent of the world’s population.
5. If all the coca-cola ever produced were in 8- ounce bottles. And these bottles were
distributed to each person in the world. There would be 678 bottles or over 42
gallons for each person.
6. If all the coca-cola ever produced were in 8 – ounce bottles, placed side by side
and end to end to from a lane highway, it would wrap around the earth 82 times.

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7. If all the coca-cola ever produced were flowing over Niagara fall at its normal rate
of 105 million gallons per second instead of water, the falls would flow for about a
day and a half 38 hours and 46 minutes.
8. the largest representation of the world’s best known package 100 foot tall glass
contour bottle is located at world of coca-cola LOS VEGAQS

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PRODUCTS OF THE COMPANY
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-flovered 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 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 year 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 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 become the number – one selling low –calorie soft drink in the world.

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BRAND IN INDIAN ORIGIN
GOLD SPOT: this orange cardonate soft drink was introduced in the early 1950c,
and acquired by the coca-cola company in 1993, its tangy taste has been popular
with Indian teenagers
LIMCA: It is thirst-quenching beverage features a fresh and light lemon-lime
taste and 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, juice & 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.

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BRAND IN INDIAN MARKET

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PROBLEM OF THE COMPANY
India softdrink industry is witnessing a boom time. Its growth rate is around 20%
with which such growth rate, volume could reach billion crates with in 10 years.
Three major multinational companies are fighting to grab a major chunk of
business from Indian markets. These three coca-cola, Pepsi, Cadbury. All of these
companies have seen an enormous potential in this country. Consequently, by
world standard, Indian per capita consumption of soft drinks is still very low.
There fore these soft drinks grants feel that fire capita consumption can only
grow up. Soft drink industries has already seen and estimated sale of around 240
million crates higher then last year’s sale of 204 million in 1998. The Main reason
for such a high growth rate heightened competition between coca-cola and Pepsi,
Cadbury, bring a new entrant is for behind.
India is actually more vivid in taste and preference then any other
country market. Delhi jar instance, account for about 20% of total soft
consumption in term of sales.
There are about 4, 80,000 soft drinks retailers in India and their numbers are
increasing day to day. This actually means that there is just one soft drink retailer on a
population of 37,600, which is far below the international standard. Where as

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Philippines has one soft drink retail counter over a population of 150 people i.e. 4,
00,000 outlet on a population of 60 million.
 We will conduct ourselves and business activates with the highest standard of
honestly integrity, and professionalism.
 We will recognize the positive contributions that we make individual and
team member to produce our business success.
 We will recognize the positives contribution that we makes individual and
term member to produce our business success.
 We will encourage a learning environment where the people can constantly
grow developed and contribute.
 We will strive for excellence andseek continue improvement in everything we
do.
 We will respect the entire stake holder, including employees and suppliers
and instill them with a person to deliver the highest employees and suppliers
and instill them with a passion to deliver the highest quality good and
services.
The Coca-Cola Companyexists to benefit and refresh everyone it touches.
For us, Quality is more than just something we taste or see or measure. It shows in
our every action. We relentlesslystrive to exceedthe world's ever-changing

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expectations becausekeeping our Quality promise in the marketplace is our highest
business objective and our enduring obligation.
More than a billion times every day, consumers chooseour brand of refreshment
because Coca-Cola is...
The Symbol of Quality
Customer and Consumer Satisfaction
A Responsible Citizen of the World

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STRATEGY ADOPTED BY COCA-COLA TO INCREASE
THE NUMBER OF CONSUMERS
The 3 A's is the underlying strategy for meeting company goals to increase no. of
consumers. The 3 A's are: -
 Availability:
To increase the availability of Coca-Cola products in an improved or innovative
new Packaging, dispensing systems, distribution systems, marketing programs and
training and development programs.
 Affordability:
The consumer can afford the Coca-Cola products at a very reasonable price.
 Acceptability:
Making Coca-Cola brand is the beverage choice for any occasion depends on the
likings, taste and preferences of the target audience. Acceptability can also be
increased through advertising, sponsorships, promotions; youth market activities,
community programs and other activities.

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YOUR HEALTH AND OUR BEVERAGES
There is growing confusion about what constitutes a health diet. With so mush
conflicting information available about health and nutrition, it can be very difficult to
determine what is accurate and what is not.
The truth is that soft drink and beverages have a place in a healthy lifestyle. A healthy
diet incorporates the basic principles of variety, balance and moderation without
sacrificing enjoyment.
HEALTH AND OUR BEVERAGES --- THE FACTS
 Soft drinks do not contribute to diabetes.
 The caffeine and phosphoric acid in soft drinks does not affect bone health
 The sugar in soft drinks does not cause children to be hyperactive.
 The consumption of soft drinks has not affected calcium consumption.
 Sugar consumption has not been shown to cause obesity.
 The amount of sugar and calories in soft drinks is about the same as many fruit
juices

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COCA-COLA INDIA-OUR VISION
Provide exceptional strategic leadership on the Coca-Cola India system,
resulting in customer preference and loyalty, through Coca-Cola’s commitment to them
and in a highly profitable Coca-Cola corporate branded beverages system.
THE COCA-COLA-MISSION
“THE BEST GLOBAL COMPANY”
The mission of Coca-Cola Co. is to increase shareowner value over time. The Co.
accomplishes the mission by working with its business partners to deliver satisfaction
and values to its customers, through world wide system of superior brands and
services, thus increasing brand equity on a global basis, create consumer products,
services and communications, customer service and bottling strategies, process and
tools in order to create competitive advantage and deliver superior value.

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OBJECTIVES OF STUDY
OBJECTIVES OF THE STUDY
1. To check out the availability of several promotional scheme of coca-cola for
the dealers.
2. To find out the retailers response regarding the various promotion schemes
of Coca-Cola and to judge to judge its impact on retailers.
3. To make an overall assessment of specified market to provide a better
promotional scheme for the dealers.
4. To draw a comparative analysis of promotional schemes.
5. To know the overall sales of the coke products in the area.
6. To verify the assets of cola in comparison with their competitors.

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RESEARCH METHODOLOGY
 Problem Definition: -
Identification of those retailers who are not satisfied
with promotional schemes of Coca-Cola’s. I went to the dealers to collect
short hand data and valuable information
Sources of Data: - Primary data
The study was conducted with the help of specified
format of the company. All the comparison was made wholly depending on
information gathered first hand. Study was conducted in the areas of
Varanasi and nearby.
 Research Instruments: -
Observation and asking questions according to the
provided format for the retailers.
 Sample Area: -
To conduct the study of my project, marketing department of Coca-Cola
gave me a region of VARANASI Under the guidance of distributor I covered
following areas.

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TOTAL – 150 OUTLETS
VARANASI
SHIVPUR.
LAHURABEER
MUGALSARAI
NADESAR
SIGRA.
RATH
YATRA
JAUNPUR
LAKSA

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DATA ANALYSIS AND NTERPRETATION
1. NUMBEROF RETAILERS GETTING THE INFORMATION ABOUT THE
PROMOTIONAL SCHEME FROM THE DIFFERENT SOURCES:
Salesman - 117
M.I.T - 8
Visitor - 18
Other Outlets - 7
TOTAL___-__150___
117
8
18
7
0
20
40
60
80
100
120
salesman M.I.T visitor other
outlets

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2. THE PUROSE OF JOINING THIS SCHEME BY THE RETAILERS IS :
Prize - 65
Money - 45
Display - 24
Enrich relation with coke - 16
________________________________________
TOTAL - 150
65
45
24
16
0
10
20
30
40
50
60
70
prize money display enrich
relation
with
coke

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3. AFTER ANALYSNG THE MARKET THE MOST DEMANDING ITEM AS A PRIZE
BY THE DEALARS :
Cash - 52
Gifts - 73
Trips - 12
Prepaid connection - 7
Recharge coupons - 6
_____________________________
TOTAL - 150
0 20 40 60 80
Cash
Gifts
Trips
prepaid
conn.

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4. MANY RETAILERS WILL SHOW THE DISPLAY OF COCA –COLA ON THEIR
SHOP IS A :
Warm - 84
Cool - 66
_________________
TOTAL - 150
84
66
0
10
20
30
40
50
60
70
80
90
Warm Cool

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5. ACCORDING TO RETAILERS THE DURATION OF
THESE SORTS OF SCHMES SHOULD BE:
One Month - 25
Three Month - 68
Six Month - 47
Oneyear - 10
_____________________
TOTAL - 150
25
68
47
10
0
10
20
30
40
50
60
70
One
Month
Three
Month
Six
Month
One
year

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INTERPRETATION
 Many retailers joined the schemes to get something back from the coke. This
provides to be a motivating factor for them.
 As the figures say that short terms schemes for 6 month gives more time to
outlet to achieve their target.
 86%retailers said that company’s scheme was beneficiary for them.
 84% retailers joined to use cases at front of their shops.

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FINDINGS
Following are the findings of the survey, which I observed during the
survey:
According to analysis Salesman informed more about the promotional schemes
as compared to other.
Cash is more demanding item in market by outlets as because it gives them a
financial support to their business.
The outlets join the schemes to motivate themselves by getting high prize by
company.

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SUGGESTIONS AND
RECOMMENDATIONS
 These are the following suggestions, which I recommend to the distributor.
 Launching schemes which should act as counter attack schemes for
competitors
 In order to raise the sales and compete he market the distributor should give
some extra scheme to its retailers.
 New frequently scheme should be launched.
 In short-term scheme for 6 month should be launched in comparison to other
brand.
 Brands pertaining to long term benefits should be used.
 Small retailers must be given support and recognition.
 Brand equity level must be maintained

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There is growing confusion about what constitutes a health diet. With so
mush conflicting information available about health and nutrition, it can
be very difficult to determine what is accurate and what is not.
The truth is that soft drink and beverages have a place in a healthy
lifestyle. A healthy diet incorporates the basic principles of variety,
balance and moderation without sacrificing enjoyment.
HEALTH AND OUR BEVERAGES --- THE FACTS
 Soft drinks do not contribute to diabetes.
 The caffeine and phosphoric acid in soft drinks does not affect bone
health
 The sugar in soft drinks does not cause children to be hyperactive.
 The consumption of soft drinks has not affected calcium
consumption.

44
 Sugar consumption has not been shown to cause obesity.
 The amount of sugar and calories in soft drinks is about the same
as many fruit juices
COCA-COLA INDIA-OUR VISION
Provide exceptional strategic leadership on the Coca-Cola India system,
resulting in customer preference and loyalty, through Coca-Cola’s commitment to
them and in a highly profitable Coca-Cola corporate branded beverages system.
THE COCA-COLA-MISSION
“THE BEST GLOBAL COMPANY”
The mission of Coca-Cola Co. is to increase shareowner value over time. The
Co. accomplishes the mission by working with its business partners to deliver
satisfaction and values to its customers, through world wide system of superior
brands and services, thus increasing brand equity on a global basis, create
consumer products, services and communications, customer service and bottling
strategies, process and tools in order to create competitive advantage and deliver
superior value.

45
STRATEGIES ADOPTED BY
COCA-COLA
Coca Cola’s Globalization Strategies
The Coca Cola Companyis globalplayer and approximately 70 percentof its
volume and80 percent of its profit come from outside the United State Of America.
Although it was perceived as a standardized brand across the world, Coca Cola had
been quietly fine turning its international marketing strategiesto suit the needs of
individual national markets. Only the brands Coca-Cola,Sprite and Fanta were
marketedglobally. In Latin American and Europe, where a heavy consumer
preferred existed for lemon lime and orange sodas. Coke haddeveloped a wide
range of formulations and flavors to caterthe needs of different countries. In
Indonesia Coke hadbeen selling pineapple and banana flavored sodas which had
been carefully developed to suit localpreferences. In Japan, Coca-Cola hadadded a
coffee drink calledGeorgia and energyhealthy drink named Aquarius to its
product line. In India, the Coca-ColaCompanyacquired the brands Limca, Maaza
and Thums Up in 1993.

46
MARKETING MIX
MARKETING MIX & STRATEGY:
Marketing mix of any organization consists of 4 ps i.e. Product, price, place and
promotion having its own significance, that 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
flavor given in the table. Product strategy of the coca-cola is to promote all brands
available in the brand packs and to introduce the product in new 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 –north zone , eastern zone , western – zone , southern

47
zone and Andhra Pradeshzone . These zones are divided in to various. Plant, which
govern the area assignedto them. The area is the various distribution centers called
distributors and C&F agents. Then come the retailers / customerfor the company’s
product,
They receive good from distributor and c&f agent. Finally consumer is there,
having the product from the consumer’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 billion 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.
PROMOTION: this past 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. The promotion mix of coca-cola is divided in to top
line promotion and below the line promotion.

48
AWARDS ACHIEVED BY COCA-COLA
AWARDS
Hindustan Coca-Cola Beverages Private Limited,
Dasna unit, bags the
“Golden Peacock Environment Management Award 2004”
The Dasna unit near Delhi in Ghaziabad has been awarded the
prestigious “Golden PeacockEnvironment Management Award – 2004
(GPEMA- 2004)” for excellent environment practices and effective
control of environmental impact.
The Dasna unit won this award in the Food & Beverage Industry
category for its environment practices among hundreds of entries
received from across the country. The annual award winner is decided
on the basis of a rigorous assessment procedure, which includes a visit to
the facility by a team of experts.
Speaking on the occasion, Mr. Sanjiv Gupta, Division President and

49
CEO, Coca-Cola India said, “We are proud to win this coveted award.
At Coca-Cola we are committed to preserve, protect and enhance the
environment and this simple belief guides us in everything that we do.
We will continue to further improve our systems and are confident of
making a significant positive impact on our environment in times to
come.”
The award will be formally presented to the company shortly by
Institute of Directors, an independent body that recognizes the
achievements of manufacturing units under the categories of
Environment, Quality and Corporate Governance, in association with
World Environment Foundation (WEF), at an official function during
the 6th World Congress on Environment Management.
The Dasna plant achieved this distinction by adhering to The Coca-Cola
Company’s internal global quality program called The Coca-Cola
Quality System (TCCQS). TCCQS not only covers environment
management, but also takes into consideration other business aspects

50
such as safety and loss Prevention (SLP), product quality, packaging
quality, process capability improvement and customer satisfaction. Strict
compliance with TCCQS, often rated as a programmed equivalent to the
internationally reputed ISO 14001 System, has also enabled all the
company-owned bottling plants in the country to successfully get the
coveted ISO 14001 Certification from Det Norske Veritas (DNV).
The award has been granted after a thorough evaluation of Dasna
plant’s compliance with a WEF prescribed program assessment format
over a period of 1 year from 1st April 2003 to 31st Mach 2004 during
which several environmental performance indicators were monitored
and evaluated according to WEF’s stringent parameters: energy use,
water use, wastewater discharge, compliance with Government
regulations and resource utilization.
GPEMA has been instituted by the Institute of Directors in association
with World Environment Foundation (WEF) and is designed to
encourage and recognize effective implementation of environment

51
management system. The award is given both in manufacturing and
service sectors.
All India Division COBO’s are now ISO 14001 certified
 All 25 of the India Division’s Company-owned bottling plants have
gained the international standard ISO 14001 Environment
Management System certificate.
 The ISO 14001 certificate is the internationally recognized standard
of Environmental Management.
 A company must demonstrate management commitment, the total
involvement of all employees and a compliance with applicable
regulatory and internal company standards.
 The Company started its compliance effort in February
CARBONATED SOFT DRINK (CSD) INDUSTRY

52
Industry Structure
There are three major participants in the production-
carbonated soft drinks. They are concentrate producers for example
roughly one – half if Pepsi – cola’s sale are through company owned
bottles ; the remaining volume is sold through franchises bottles line of
soft drink in a defined territory , and not allowed to market to market a
directly competitive major brand.
The principal retail channel for channels for carbonate soft drink are
supermarkets, convenience store, vending machines fountain service,
and thousand of small outlet. Soft drinks are typically sold in glass bottle
and in plastic and cans except for fountain services.
In fountain service syrup is sold to a retail outlet. Which mixes the
syrup with carbonated water for immediate sales.

53
ADVERTISEMENT AGENCY:
In the year 1991, coca-cola went for more creative advertisements
and split the $ 200million ad account between Mr. . . CAAN ERICKSON
and CREATIVE ARTIST AGENCY (CAA) presently howler. Chaitra
leo burnett handles the coke’s account.
{ India scenario : managing the ad account earlier with a very creative
desirer ting, McCann Erickson managing the to bring out the coca-cola ad
watchers with an Annus Indies” description for the year 1988 – the year
that the Atlanta brand started moving on the thesis that…………. In the
once thunder struck and then choice arm’s reach.
Or getting wall to look red but also about getting the brand’s massage right
through the cortex onto the mind the young India mind.}

54
SOFT DRINK MARKET INDIA SCENARIO
India soft drink industry is witnessing a boom time. Its growth rate is
around 20% with which such growth rate, volume could reach billion crates with in
10 years. Three major multinational companies are fighting to grab a major chunk
of business from Indian markets. These three coca-cola, Pepsi, Cadbury. All of
these companies have seenan enormous potential in this country. Consequently, by
world standard, Indian per capita consumption of soft drinks is still very low.
There fore these soft drinks grants feel that fire capita consumption can only
grow up. Soft drink industries has already seen and estimated sale of around 240
million crates higher then last year’s sale of 204 million in 1998. The Main reason
for such a high growth rate heightened competition between coca-cola and Pepsi,
Cadbury, bring a new entrant is for behind.
There are about 4, 80,000 soft drinks retailers in India and their numbers
are increasing day to day. This actually means that there is just one soft drink
retailer on a population of 37,600, which is far below the international standard.
Where as Philippines has one soft drink retail counter over a population of 150
people i.e. 4, 00,000 outlet on a population of 60 million.

55
PRINCIPLES OF COCA-COLA INDIA
 We will conduct ourselves and business activates with the highest standard of
honestly integrity, and professionalism.
 We will recognize the positive contributions that we make individual and
team member to produce our business success.
 We will recognize the positives contribution that we makes individual and
term member to produce our business success.
 We will encourage a learning environment where the people can constantly
grow developed and contribute.
 We will strive for excellence andseek continue improvement in everything we
do.
 We will respect the entire stake holder, including employees and suppliers
and instill them with a person to deliver the highest employees and suppliers
and instill them with a passion to deliver the highest quality good and
services.

56
POLICY
The Coca-Cola Companyexists to benefit and refresh everyone it touches.
For us, Quality is more than just something we taste or see or measure. It shows in
our every action. We relentlesslystrive to exceedthe world's ever-changing
expectations becausekeeping our Quality promise in the marketplace is our highest
business objective and our enduring obligation.
More than a billion times every day, consumers chooseour brand of refreshment
because Coca-Cola is...
The Symbol of Quality
Customer and Consumer Satisfaction
A Responsible Citizen of the World

57
STRATEGY ADOPTED BY COCA-COLA TO INCREASE
THE NUMBER OF CONSUMERS
The 3 A's is the underlying strategy for meeting company goals to increase no. of
consumers. The 3 A's are: -
 Availability:
To increase the availability of Coca-Cola products in an improved or innovative
new Packaging, dispensing systems, distribution systems, marketing programs and
training and development programs.
 Affordability:
The consumer can afford the Coca-Cola products at a very reasonable price.
 Acceptability:
Making Coca-Cola brand is the beverage choice for any occasion depends on the
likings, taste and preferences of the target audience. Acceptability can also be
increased through advertising, sponsorships, promotions; youth market activities,
community programs and other activities.

58
RESEARCH METHODOLOGY
 Problem Definition: -
Identification of those retailers who are not satisfied
with promotional schemes of Coca-Cola’s
 Sources of Data: - Primary
The study was conducted with the help of specified
format of the company. All the comparison was made wholly depending on
information gathered first hand.
 Research Instruments: -
Observation and asking questions according to the
provided format for the retailers.
 Research Technique: -

59
SAMPLING AREA
 Sample Area: -
To conduct the study of my project, marketing department of Coca-Cola
gave me a region of VARANASI Under the guidance of distributor I covered
following areas.
TOTAL – 150 OUTLETS
VARANASI
SHIVPUR.
LAHURABEER
MUGALSARAI
NADESAR
SIGRA.
RATH
YATRA
JAUNPUR
LAKSA

60
INTERPRETATION
Many retailers joined the schemes to get something back from the
coke. This provides to be a motivating factor for them.
As the figures say that short terms schemes for 6 month gives more
time to outlet to achieve their target.

61
LIMITATIONS OF STUDY
1. Retailers are reluctant to discuss the problems in detail and are not willing to
provide the exact information of each brand and sizes to the researcher.
2. The no. of outlet sample was less to draw any conclusion of channel wise sales.
3. The time period of study is just 8 weeks, under such constraints the study cannot
be undertaken comprehensively.
4. Geographically area of Delhi was a big one and outlet were locationally
scatteredin the nature. Thus was a difficult thing to cover even a single route in
a day.
5. It being a dynamic market, where competition is cut throat, even outlet change
their response very frequently, thus at a time are biased.

62
FINDINGS
Following are the findings of the survey, which I observed during the
survey:
According to analysis Salesman informed more about the
promotional schemes as compared to other.
Cash is more demanding item in market by outlets as because it
gives them a financial support to their business.
The outlets join the schemes to motivate themselves by getting high
prize by company.

63
SUGGESTIONS AND RECOMMENDATIONS
These are the following suggestions, which I recommend to the
distributor.
Launching schemes which should act as counter attack schemes for
competitors
In order to raise the sales and compete he market the distributor
should give some extra scheme to its retailers.
New frequently scheme should be launched.
In short-term scheme for 6 month should be launched in
comparison to other brand.

64
BIBLIOGRAPHY
The Basics of Coca-Cola:
Publisher: Coca-Cola Company
Books: -
Author Name - G.C.Beri
Book Title - Marketing Research
Edition Number - Third Edition
Publisher - Tata Mc-Graw Hill
Pages Of Citation - 41, 92, 162, 339
Others books:-
Author Name - S.p gupta
Book Title - Research
Edition Number - Third Edition
Publisher - Tata Mc-Graw Hill
Internet:
Sites:
 www.cocacola.com
 www.google.com
 www.coca-colaindia.com

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