analysis of market share of coca cola
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A SUMMER TRAINING PROJECT REPORT
ON
ANALYSIS OF MARKET SHARE OF COCA COLA
Submitted Towards Partial Fulfillment
Of
MASTER OF BUSINESS ADMINISTRATION
Session 2009-2011
Submitted By
Abhay Kumar
MBA (2009-11)
UPTU Roll No. 0911670001
Under Supervision Of
Dr. Shilpi Gupta
JAIPURIA INSTITUTE OF MANAGEMENTGHAZIABAD
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JAIPURIA INSTITUTE OF MANAGEMENT
GHAZIABAD
CERTIFICATE
This is to certify that the project report titled ANALYSIS OF
MARKET SHARE OF COCA COLA, prepared by Abhay
Kumar, the student under my guidance, is a bonafide work
carried out by him towards partial fulfillment for award of degree
of MBA from UttarPradesh Technical University.
Prof. K.K.Bhatia Dr.Shilpi GuptaDean Management Internal Guide
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DECLARATION
I Abhay Kumar the student of MBA III semester hereby declare that the project report
titled Analysis Of Market Share Of Coca Cola prepared during summer training at
Delhi, U.P. and submitted to Jaipuria Institute of Management, Vasundhara,
Ghaziabad is my original work.
Abhay KumarMBA III Semester
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ACKNOWLEDGEMENT
To begin with, I am obliged to Mr. Prithivi Raj (Area sales manager); who allotted me
this interesting topic and without whose guidance and constructive criticism this report
might have not been completed. I would like to thank retailers, shopkeepers of the area
Lanka, Sigra, Mehmoorgunj and Cantt (Delhi) who were interviewed by us. I appreciate for
their cooperation and contributions for helping us in making project factual and
informative.
I also express my gratitude to my college mentor (Mrs. Shilpi Gupta) who has been
instrumental in making this report useful and helped me in making this project .So I am
thankful to her.
Finally, I wish to thank to my family and friends for their inspiration, encouragement and
support which enabled me in completing these project.
Abhay Kumar
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CONTENTS
Sr. No. Topic Page No.
1. Executive Summary 6
2. Introduction 7
Introduction To The Company 8
Sales And distribution 29
Services 40
SWOT Analysis 42
3. Objectives Of The Study 46
4. Research Methodology 48
5. Analysis and Interpretation 54
6. Findings 68
7. Limitations 70
8. Suggestions 74
9. Conclusion 77
Bibliography 79
Annexure 81
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EXECUTIVE SUMMARY
I have done my summer training in Hindustan Coca - Cola Beverages Pvt. Ltd, which
gives me a nice and real life experience of the corporate world.
I have been assigned a research report Analysis of market share of Coca Cola.
I have analyzed the retailers awareness about Coke and their expectations from it. The
following project starts with an idea regarding perception the retailers.
The project contains feedback & perception of retailers through Bar Chart, Pie Chart
regarding Coke and its product lines as well as its positive & negative aspect.
The compilation is followed by survey, its analysis and at the end recommendation that
could help Coke to get competitive advantage overits rivals.
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INTRODUCTION TO THE COMPANY
Glimpses On The Birth Of Coca-Cola
John Smyth first introduced the refreshing taste of Coca Cola in Atlanta. It was May of
1886 when the pharmacist caramel syrup in a three legged brass kettle in his backyard. He
first distributed the new product carrying Coca-Cola in a jug down the street to Jacobs
Pharmacy. For five cents, consumers could enjoy 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 partner and bookkeeper frank M Robinson, suggested the name and panned
Coca cola in the unique flowing script that is famous worldwide today. Mr. Robinson
thought the two C, S would look well in advertising.
By 1886, sales of Coca-Cola averaged nine drinks per day. That first year, Dr Pemberton
sold 25 Gallons of syrup, shipped in bright red wooden kegs. Red has been a distinctive
color associated with the No-1 soft drink brand ever since. For his effort, Dr Pemberton
grossed $5o and spent $73.96 on advertising.
In 1891, Atlanta entrepreneur, Asa G. Candler had acquired complete ownership of the
Coca-Cola business. With in four years, his merchandising flair helped expand
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consumption of Coca-Cola every state and territory. In 1919 Coca Cola Company was sold
to group of inventors for $25 million. Robert W.Woodruff became president of the Coca
Cola in 1923, and his more then six decades of leadership took the business to unrivalled
heights of commercial success making Coca Cola an institution the world over.
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COMPANY PROFILE
The Coca -Cola company is the worlds leading manufacturer and distributor of
non-alcoholic beverage concentrates and syrups, with world headquarters in Atlanta,
Georgia. The company and its subsidiaries in nearly 200 countries around the world
manufacture and sell over 230 other company soft drink brands.
By contract with the Coca-Cola Company and its local subsidiaries, which employs nearly
34,000 people around the world, local businesses are authorized to bottle and sell company
soft drinks within the local boundaries and under conditions that ensure the highest
standards of quality and uniformity.
Company's objectives
Company's mission must be turned in to specific objectives for each level of management in a
system known as management by objectives the most common objectives are:
Profitability
Sales growth
Market Share
Improvement
Risk Diversification
Innovation
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Satisfy the customer
Company Goals
Finally the company goals are:
To earn maximum profit.
To satisfy the consumers needs through better quality of product.
To maintain quality of product Best distribution system.
To continuously increase their own share of percentage in soft drinks.
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PROBLEMS OF THE COMPANY
The following problems are faced by the company:
Inefficient distribution network of Coke.
Changing Competition faced by Coke through Pepsi.
Market trend and about soft drinks.
Dissatisfied retailers and problems faced by them.
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HISTORY OF COCA COLA COMPANY
In the year of 1990, over one hundred years after the soft drink was invented, the Coca-
Cola Company opened up a museum like building which was designed to be a tribute to its
famous soft drink product. It is also said to be a tribute to the countless number of
consumers who drink Coca-Cola. The world of Coca-Cola, as it is called is located in
Atlanta, Georgia right amidst the tourist district. And, its tribute to the soft drink is because
it is so popular that it is now served daily in nearly two hundred countries.
Having the museum located in Atlanta is fitting because long before anyone had ever heard
of Coca-Cola, a doctor by the name of Johan Stythe Pemberton, who was a druggist in
Atlanta, mixed up his own concoction of medicinal syrup in May in the year of 1886, Dr.
Pemberton used Africa.
Kola Nut extracts and coca leaves, which are both strong stimulants, in his potion. The
result was Q thick caramel colored syrup. The purpose of the potion was to be an effective
tonic which would help a person's brain and nerves function better.
Dr. Pemberton's partner, a bookkeeper by the name of Fran M. Robinson, came up with the
name of Coca-Cola for the syrup from the names of its two basic ingredients. Dr.
Pemberton poured some of the Coca-Cola syrup into a jug and took it to Jacobs
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exceeded ten billion cases worldwide. In brief the history could be defined under following
headings-
On May, 1886, Atlanta druggist Dr. John Styth Pemberton (former confederate
officer) invented "Coca-Cola" syrup using melted sugar, water and other ingredients. It
was marketed as a "brain and nerve tonic" in drugstores. Sales averaged nine drinks per
day.
Frank M. Robinson, Pembertons's bookkeeper, was he person who suggested the
name Coca-Cola" which was chosen because both words actually named two
ingredients found in the syrup. They were the coca leaf and the Kola nut Robinson
spelled Kola with a "C" to look better in advertising.
The first year's gross sales were $ 50 and advertising costs were $ 73.96.
The original formula included extracts of the African kola nut and coca leaves, both
strong stimulants. "Coca-Cola" was one of thousands of exotic patent medicines sold in
the 1800's that actually contained traces of cocaine.
One summer, in 1886, a customer walked into a drugstore complaining of a
headache and requested a bottle of "Coca-Cola" syrup. To get instant relief, he asked
the "soda jerk" to mix up a glass on the spot. Rather than walk to the other end of the
counter in order to mix it with cold tap water, the clerk suggested using soda water.
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The man remarked it really tasted great, and soon after "Coca Cola" was in fizzy,
carbonated form.
"Coca-Cola" was first sold for 5$ a glass as a soda fountain drink, at Jacob's
Pharmacy in Atlanta, Georgia.
In 1888, Asa Griggs Canler bought the company from Dr.Pemberton. Later that same year
Dr. Pemberton died by 1914, Candler had acquired a fortune of some $ 50 million.
Baseball hall of farmer Ty Cobb, a Georgia native, was another early investor in the
company.
In 1891, Coca-Cola produced its first calendar.
In 1894. Joseph A Biedenharn, owner of the Biedenharn Candy company in
Vicksburg, Mississippi, first bottled "Coca-Cola".
By 1903, the use of cocaine was controversial and "Coca Cola" decided to use only
"spent coca leaves". It also stopped advertising "Coca-Cola" as a cure for headaches
and other ills. In 1919, after his death, Griggs Candler's family sold the interest in
"Coca-Cola" to a group of businessmen led by Earnest Woodruff for $ 25 million.
Woodruff was appointed president of "Coca-Cola" on April 28, 1923 and stayed on the
job until
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IMPORTANT LANDMARKS OF COMPANY
1876 Johan Stees Pberston discovered the formula of Coke,name given seven- X of its secret formula.
1882 Coca-cola company established in Atlanta.
1915 Alexgender Samulsus and Earl R.Peassia of "Indian
Rout Glass Company designed the present bottle ofCoke and also it was the first patent bottle.
1950 Coca-Cola started the operation in India.
1977Coca-cola closed operations in India.
1991 Coca-cola came back in India and opened Britco FoodsCompany.
1992 Coca-cola opened its first bottling plant in Pune.
1993 Coca-cola bought all the Parle Products Thumps up,Limca, Citra, Gold-spot, Maza at, $40 million.
First time cokes introduce Coca -Cola in Agra.
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ORGANISATIONAL STRUCTURE
Managing Director
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Production
Manager
Sales
Manager
Finance
Controller
Assistant Sales
ManagerABM ABM
Sales
Manager
Sales
Promoter
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INTRODUCTION OF THE BRAND
BRAND PROFILE
The company has six brand and all of them are manufacture at the BRINDAVAN
BOTTLERS. Each of the brands has its own flavors and contents. Having many profiles the
customers vary the different segments of customer prefer different flavors. The brands of
Coca-Cola are named as following.
1) COKE
2) THUMS-UP
3) MAAZA
4) SPRITE
5) FANTA
6) LIMCA
7) KINLEY (M. Water)
8) COKE DIET
These are bottled at "Brindavan bottling plant" near Barabanki and supplied in the
Lucknow city by "ADVANCE SALES & SERVICES
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PRODUCT FEATURES OF COCA COLA & PEPSI
Product lines of Coke& Pepsi are as follows:-
FLAVOUR COKE BRAND PEPSI BRAND
Cola Coca-Cola
Thums-up
Coke diet
Pepsi
Pepsi diet
Orange Fanta Mirinda
Cloudy Lemon Limca Mirinda lime
Clear lime Sprite 7up
Mango Maaza Slice
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POPULAR PUNCHLINES OF COCA COLA PRODUCT
COCA-
COLA
Thanda mutlab Coca-Cola.
Jo chahe ho jaye Coca-Cola enjoy
THUMS-UP
I want my thunder
Thumps-up taste the thunder
FANTA
Kuch bhi ho sakta hai,
Masti ka apna taste
LIMCA
Take it easy.
Lime n' Lemoni Limca
MAAZA
Bottle me aam maaza hai naam.
Yaari Dosti, Taaza Maaza
SPRITE
Dikhawe pe mat jao apni akal lagao.
Sprite bujhaye only pyaas, baki All bakwas
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DESCRIPTION OF THE PRODUCTS
Coke
THANDA MATLAB COCA- COLA
JO CHAHE HO JAYE COCA-COLA ENJOY
SAR UTHA KE PIYO
Coke is strongest brand among all other brands, being sweet in taste and is world wide
famous for its sweetness mixed with strongest.
Some time ago there were changes made in old formulas but it was not accepted and
company had to reintroduce the first one. At present in Delhi City it is a cash cow product
of company.
It is available in
1. 200 ml bottle
2. 300 ml bottle
3. 500 ml bottle
4. 1 000ml bottle
5. 1.5 ltr.
6. 2 ltr.
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Thums up
I WANT MY THUNDER"
"THUMPS UP TASTE THE THUNDER"
Thumps-up the other very famous product of cola flavor is thumps-up basically it is a
PARLE product. But after the coca-cola took over Parle it is manufactured under the grade
mark of coke only.
It is also sweet in taste and strong in nature. Mostly preferred by young generation
people and teenagers. Being Indian it is more popular, especially among males. It is famous
as thunder drink.
In market it is available in different volumes.
1. 200ml bottle
2. 300ml bottle
3. 500ml bottle
4. 2000ml bottle
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Limca
JUST TAKE IT EASY
Limca --- Limca is considered to be lemony in taste and comes under
the category of cloudy lemon, because it's true color being similar that of clouds.
It is less strong and is found to be a substitute of the limewater and is preferred as a light
drink.
After the introduction of the "MIRINDA LIME" BY PEPSI it is now facing a competition
and step should be taken to promote its sale. It has a 15%- 18% share in the market.
It is available in different volumes.
1. 200ml bottle
2. 300ml bottle
3. 500+100ml bottle
4. 2 ltr. pet
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Fanta
KUCH BH1 HO SAKTA HAI
MASTI KA APNA TASTE
FANTA--- Fanta is popular orange flavored brand of Coca Cola and is preferred by the
children and women Because of its sweetness and orange flavors.
The color of the drink is also orange and is less strong than the cola flavors.
In the market it is available in.
1. 200ml bottle
2. 300ml bottle
3. 500+100ml bottle
4. 1.5 It pet
5. 2 It pet
Its main rival is PEPSI'S "MIRINDA" at present it has capture 10% of the total share of
market being new product it still needs promotion and expansion.
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Sprite
"SEEDHI BAAT, NO BAKWASS, CLEAR HAI
SPRITE- Sprite is considered to be lime in taste and comes under the category clear
lime.Sprite the other very famous product of Coca Cola. It is also sweet in taste and strong
nature. Mostly preferred by young generation.
It is available in:
1. 200ml bottle
2. 300ml bottle
3. 500ml bottle
4. 1 It - bottle
5. 1.5 It bottle
6. 2 It bottle
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Maaza
"BOTTLE ME AAM
MAAZA HAI NAAM
MAAZA---- Maaza is a mango pulp containing drink among the different segment of
consumer. It is non accreted soft drink and is facing a tough competition from juices like
1. 200ml bottle
2. 250ml bottle
3. 500+1 00ml bottle
4. 1 It bottle
5. 1.5 It bottle
6. 2 It bottle
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To keep personal expenses within specified limit.
To secure targeted percentage of certain account of business.
Qualitative Objective: - (Long Term)
To do the entire selling job.
To service existing accounts.
To search and maintain customers cooperation.
To assist the dealer in selling the product line.
To provide technical advice wherever necessary.
To assist in training of middlemen's sales personnel.
To provide advice and assist the middlemen. To collect and report market
information of interest and use to the company management.
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Sales Management Cycle
A sales management looks after and manages a firm's personal selling function. Sales
management deals with analysis Planning organizing direction and control of the
company's selling activities constitutes cycle shown below.
Sales Management Cycle
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Analysis
Direction
PlanningOrganizationControl
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Analysis
This involves probing into the sales records of the company analysis and reports of sales
people investigation of marketing trends and other environment factors.
Planning:-
It involves setting objectives of the firms sales efforts, formation of sale strategies and
policies in order to achieve those objectives.
Organisation:-
It involves determination of the structure of the sales force and delegation of authority
which is supposed to be necessary to achieve the organization objectives.
Direction: -
It involves proper supervision and implementation of the plan with the help of the proper
communication, motivation and Leadership.
Control:-
It involves comparison of the actual with the desired results; find out reasons for deviation
and taking corrective action accordingly.
Distribution Network
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While managing a distribution network there are three key areas. They are as under:
1. Transportation
2. Warehousing
3. Inventory control
Transportation management involves decisions on:
How much to move
When to move
Where to move
Mode of movement
While designing a warehousing system, it is necessary to raise and answer the following
basic question relating to this flow.
1. How many warehouses should we have?
2. What should be the size or capacity of each of them?
3. Where should we locate them?
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Effective management of finished product inventory is quite essential for running a
business effectively and profitably. Inventory strategies and decisions become particularly
important in business where inventory costs form a sizeable part of total marketing costs.
The following are the main issues involved in the management of finishing product
inventories:
1. Correct identification of the functions performed by the inventories.
2. Working out strategies for keeping the inventories at the optimum level.
3. Establishment of the right relationship between inventory functions and inventory levels
and they are by deciding the optimum level of inventory.
A Total System Approach to Distribution Is a Must
Through, we have seen that the different functions of distribution such as transportation
handling warehousing and inventory management. Interact constantly with one another. As
the functions are interdependent, the cost there of are also closely interrelated Very often
one function subsides another. For example, if the firm is prepared to incur increased cost
on transportation, it may be in position to reduce its inventory cost. This is so because
under such a condition, the firm can use faster mode of transport and thereby reduce the
level of inventory in the field warehouses. And the converse is also equally true.
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In the nature of things, the different functions of distribution need an integrated handling
This means that in the nature of things, none of the distribution functions can be handled
isolation. They have no separate identities. They need a high degree of coordination and
common direction. If the functions are scattered, in an arbitrary manner among different
departments of the company without common direction. Control would get fragmented and
effectiveness would be adversely affected.
In fact under such a situation, the very objectives of distribution get fragmented and
distorted. The different function would pull in different directions. The transportation
people would go all out to reduce the cost of transportation unmindful of the effect of such
a policy on other aspects; they would settle for less reliable and slower modes of transport;
they would also report to bulk dispatches of the product to a few selected
places instead of dispatching it to a large number of demand centers at greater frequency
and in convenient lots the several locations with a view to maximizing customer services
The inventory control people opt for the diametrically opposite objective , viz , minimizing
inventories , whatever be the consequences ! In brief when the different functions are
viewed in isolation, the tendency will be to reduce the cost of particular function unmindful
of its consequences on the other related functions.
Individual functional costs are kept in focus, but the total cost of the distribution function as
a whole is forgotten. Cost reduction becomes ' the slogan for each function/department.
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effective distribution system. It is necessary that you have proper number of transportation
vehicle and warehousing, communication. So Company must have proper number of
trucks, warehouse, and effective communication with the distributors so that they supply
the consumer's goods in tune without gap.
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SERVICES
The Coca-Cola Company in Indian supports eight Jagriti (Awakening) Learning Centers
(JLC); managed by India's well-known organizations, such as CRY, Pratham, Prayas and
Literacy India. The program provides education at the primary level to underprivileged
children, as well as computers training for teachers. Over 1,800 students per year have
benefit from the program.
Working with state and district governments our company provides support to primary
health centers in areas where our bottlers are located.
In 2002, in partnership with the St. John's Ambulance Brigade (Associate of Red Cross ),
we conducted health camps for those who live in poverty-stricken urban areas to sensitize
the community on pertinent issues such as HIV/AIDS , communicable diseases,
immunization, hygiene and sanitation and reproduction and child health. Free health check-
ups and medicine were provided, with over 10,000 people benefiting from the campaign.
The company supports rainwater- harvesting project as part of a major government
initiative to combat water scarcity and reduce ground water tables across the country. We
are analyzing options for rainwater harvesting at our major bottling plants. Along with the
Resident Welfare Association of Greater Kailash, our company installed four rainwater
harvesters. The Chief Minister of Delhi unveiled one of the rainwater-harvesting units in a
dedication to local residents.
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Several of its bottling plants provide safe drinking water to local villages, through the
organization of water tankers, bore wells and hand pumps.
The company has funded India's first national polio eradication drive, as well as a national
drought relief program.
The company sponsors a unique national radio program for women called "The HER
Show" (Health Education and Recreation). The 30-minute weekly program informs and
educates housewives. On primary health and education issues we sponsored a one-day
Mother & Child Health District Mela" in Ghaziabad. 5everal hundred women and children
from five villages received free medical check-ups and consultation.
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SWOT ANALYSIS
The overall evaluation of a companys Strength, Weakness, Opportunities and Threats is
called SWOT Analysis.
The SWOT Analysis is further divided into two parts:-
Internal environment analysis
External environment analysis
Internal environment analysis (analysis of strength and weakness)
It is one thing to discern attractive opportunities and another to be able to take advantage of
these opportunities. Each business unit needs to evaluate its internal strength and weakness.
As the research is conducted following strength and weakness of the Coke Company is
found.
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Strengths
Good company image.
Well trained and experience workers and executives are available.
Strong distribution network.
Brand 'Thums-Up' alone cover the big market. Adopted two types of distribution
channels (Direct route and indirect route).
Effective sales promotion schemes and commission to salesman on achieving target.
Effective executive team.
Weaknesses
Less personal contacts with retailers.
Service is not good.
Company officials do not visits outlets regularly.
Less advertisement Channels.
Bad and delay in claim settlement.
No proper maintenance of asset as like visi-coolers, dealer board, glow sign, etc.
Less availability of dealer board, glow signboard, painting etc.
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Opportunities
High growth rate for fruit drink market.
Delhi city has a great population of youths in U.P.
Delhi city has good market share of Slice in India.
Therefore there is a need only of marinating this share in future.
Targeting the upper middle class for home take segment.
Threats
High growth of competitor's products.
Better facilities provided by the competitor to their distribution this might lead to
switch over to slice distribution towards competitors.
Indifference among distributor and fat dealers.
Different effective promotion schemes of competitors.
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The following objectives have been formulated for the present study:
1. To analyze the market share of Coca-Cola vis-a-vis Pepsi cola.
2. To study future plans and changes of Coke.
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INTRODUCTION TO THE PROBLEM
A research problem in general refers to some difficulties, which a research experiences in
the context of either a theoretical or practical solution and wants to obtain a solution for the
some.
Thus, a research problem is one, which requires a researcher to find out the best solution
for the given problem, which is to find out by which course of action the objective can be
attained optimally in the context of a given environment. There are several factors, which
may result in making the problem complicated for instance; the environment may change
affecting the efficiencies of the course of action of the values of outcome. The numbers of
alternative course of action may be very large, persons not evolved in making the decision
may be affected by it and react to it favorably or unfavorably and similar other factors. All
such element (or at least the important ones) may be thought of in context of a research
problem.
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RESEARCH METHODOLOGY
Formulation of research Problem
Keeping view research objectives and after having discussion with area sales manager and
service (p) Ltd. The research has been formulated to accomplish the research objectives.
Relevant details are recorded by the survey of the outlets..
1. To assess the market share of coca-cola vis-a-vis pepsi cola.
2. To study future plans and changes.
Research Design
Descriptive and exploratory research design has been used in this project. Descriptive
research has been done by collecting information from different outlet such stocks; chilling
equipment etc. Exploratory research has been done to work out various problems faced by
retailers and other outlets.
Sample Design
The sampling unit of the research has been kept as retail outlets engaged in sale of
softdrink. The survey in areas of Lanka, Sigra, Mehmoorgunj and Delhi cantt, has been
conducted. The relevant data has been collected from the selected respondents i.e., the
retailers, selected on a random basis. A sample of 385 retailers has been selected for the
study. The data thus collected was analysed and interpreted.
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Data collection
Data for the project has been collected from primary as well as secondary sources. A
questionnaire has been used as the primary source of data collection. All 385 outlets from
where data was collected have been personally visited.
For the secondary data, related books, websites, magazines etc, were used.
Analysis
An in depth analysis of the data collected from the questionnaire has been under taken and
interpretations have been made accordingly.
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PRODUCT FEATURES OF COCA COLA & PEPSI
Product lines of Coke& Pepsi are as follows:-
FLAVOUR COKE BRAND PEPSI BRAND
Cola Coca-Cola
Thums-up
Coke diet
Pepsi
Pepsi diet
Orange Fanta Mirinda
Cloudy Lemon Limca Mirinda lime
Clear lime Sprite 7up
Mango Maaza Slice
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ANALYSIS
An in depth analysis of the data collected from the questionnaire has been under taken and
interpretations have been made accordingly.
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PERCENTAGE OF COCA COLA IN SPECIFIED OUTLETS
The total outlet share of coke in these specific areas is 54.72
Outlet % of Coca-Cola
PAN SHOP 51.48
RESTAURANT
48.26
P.C.O 54.06
TEA STALL 51.89
HOTEL 65.6
CINEMA HALL 62.4
GENERALMERCHANT
56.71
OTHERS 47.42
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ANALYSIS OF MARKET SHARE THRUGH GRAPHS
AREAWISE SHARE OF COKE AND PEPSI
LANKA(DELHI)
The percentage share of Coca Cola and Pepsi are 50.71 and 49.29
Graph 1
56
48.5
49
49.5
50
50.5
51
c ok e P eps i
Series
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SIGRA(DELHI)
The percentage share of Coca Cola and Pepsi are 62.8 & 37.2 respectively
0
10
20
30
40
50
60
70
C ok e P eps i
Series
Graph 2
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MEHMOORGUNJ(DELHI)
The percentage share of Coca Cola and Pepsi are 54.44 & 45.56 respectively
4 0
4 2
4 4
4 6
4 8
5 0
5 2
5 4
5 6
C o k e P e p s i
S er ie s
Graph 3
DELHI CANTT
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The percentage share of Coca Cola and Pepsi 55 & 45 respectively
0
1 0
2 0
3 0
4 0
5 0
6 0
C o k e P e p s i
S e ri e
Graph 4
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ANALYSIS THRUGH PIE CHARTS
1. Are you having soft drink at your shop?
(a) Yes (b) No
If yes then, which brand?
Coke
Pepsi
Both
None of Them
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Interpretation:
About 75 percent retailers have soft drinks and 25 percent dont have soft drink.Among the retailers who supply soft drinks, 48 percent of them keep Coke, 36 percent keepPepsi, 14 percent keep both and 2 percent none of them.
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2. Which brand you selling more?
(a) Coke (b) Pepsi (c) Other
Interpretation:
There is very tough competition between Coke and Pepsi but still Coke leads the marketwith 49 percent and only 37 percent retailers sell Pepsi and 14 percent sell other brand.
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3. Which brand of coke you normally stock?
(a) Coca Cola (b) Thums up (c) Limca
(d) Sprite (e) Mazaa (f) Fanta
Interpretation:
Various brands of Coke are available in the market.27 percent of the retailers have
thums up, 22 percent have coca cola, others have limca, sprite, maaza and fanta with
12 percent,14 percent,12 percent and 13 percent respectively.
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4. What is the size of pack that you sold at your shop?
(a) 300 ml (b) 500 ml (c) 1.5 ltr (d) 2 ltr
Interpretation:
36 percent of the retailers sell 500 ml, 29 percent of retailers sell 300ml,19 percent sell2ltr and 16 percent sell 1.5 ltr.
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6. Cooling system at your shop?
(a) By Coke (b) By Pepsi (c) Self
Interpretation:
46 percent of retailers get cooling system by Pepsi,35 percent by Coke and 19 percent usetheir own cooling system.
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7. How can you know about schemes?
(a) Sales man (b) Other retailer (c) Other Sources
Interpretation:
55 percent of retailers know about the schemes through salesman, 33 percent
through other sources and 12 percent through other retailers.
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8. What is selling capacity per day?
(a) 1-3 c (b) 3-7 c (c) 7-10 c
(d) More than 10 c
Interpretation:
40 percent, 35 percent, 15 percent and 10 percent of the retailers sell 7-10c, 3-5c,
more than 10c and 1-3c per day respectively.
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9. Does Coke demand increase as comparative to last year?
Interpretation:
According to the retailers, 59 percent of them said that the demand of the Coke hasincreased as comparative to last year and 41 percent said it has decreased.
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FINDINGS
1. The Coca-Cola holds no. 1. position in the market with its mother brand.
2. Its brand Sprite too holds a good grip over the market in comparison to main competitors
of Mirinda.
3. Thums-Up is having major market share as compared to Pepsi.
4. Coke is giving Rs. 10 discount per crate and Pepsi is giving Rs. 12 per crate.
5. People have tendency to switch over on other brand and because of duopoly (only two
players are available in the market Pepsi and Coke) the competition is very direct.
6. The number of Coke S.G.A'S is less than Pepsi in terms of area and outlet.
7. The demand of coke is high in comparison to Pepsi but because of shortage of Coke
S.G.A's and poor distribution the retailers prefer to sell Pepsi.
8. Total sale of Coke is less than Pepsi.
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LIMITATIONS
Considering the fact that nothing is perfect in this world every individual is bound to make
mistake at some point, we are not exception for this problem faced were associated with the
data collection process.
The problems associated with the respondents are the non-sampling Error, which can be
divided into two categories:
Response Error When respondent does not give the correct answer.
Non Respondent Error It occurs when respondent does not responds to some question.
Refusal to co-operate
Concerned person is not available
Incompetence or in capabilities of the respondent
It is well known fact that constraints and limitations are bound to be present in any study do
this also has some limitation as:
The survey has been conducted only in few areas of Delhi due to limited time.
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It is very difficult to make the people understand the significance of conducting
survey.
Some retailers or dealers did not want to say the actual sale of soft drinks from the
counter.
Due to shortage of monitory resources the project report does not reach to its
perfection.
We have conducted the survey only for 200ml. And 300ml. Glass bottles so it is
difficult to find out the actual demand of Coke.
Lack of knowledge of area has also affected the research.
Lack of retailers interest to answer the questions is also an important limitation.
Stock of cans and plastic bottles were not taken in to consideration while finding
out the market share.
The entry and exit of new/old outlets can increase or decrease market share.
Others limitations
Less sampling because of limited span of time.
The respondents may be biased or influenced by some other factor.
The information is collected only from retailers.
The questionnaire technique and observation method was used.
Sometimes respondents were not in a position to reply with fully confidence.
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SUGGESTIONS
Although it is very early to suggest any thing to such a internationally renounced
company like Coca-Cola having in the mature state of marketing yet for the local
market, client distributors & retailers, based on the interactions & feed backs from
various outlets, segments of customers I would like to suggest as under:
Distributors should give importance to every outlet irrespective of their status
whether big or small. In this regard they may be trained suitably.
Distributors should disclose schemes provided by the Company to each and every
outlet without discretions.
Distributors should replace the defective goods or damaged bottles immediately
without any calling for explanations.
Distributors should provide required flavors to the retailers to increase their sales.
Distributors should give gifts prizes to the shopkeepers provided by the openers,
wall clocks, etc
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RECOMMENDATIONS
1. There must be proper replacement of old and expired stock and empty bottles.
2. At least one attractive glow sign board/hoarding should be displaced in main area of the
market where a chunk of shop is there.
3. Company should provide others small advertising items in the form of garlands, hangers
recto the shopkeepers as there are cheap and Q good source of advertising.
4. Company should sponsor important event like World cup, Asian & other tournament,
any event related to film awards and programmers of local importance.
5. Company, If possible should give schemes to the customers through newspapers having
provision for discounts in purchasing its products.
6. Company should organizing campaigns & distributes caps, Key rings, glasses, serving
tray, pussels on which company packages are branded.
7. Chilling equipments (like family freeze, vizzi or Electric bottle cooler) should be
provided to the outlets
8. If there is any default found in the chilling equipment provided by the company should
be repaired quickly when so required.
9. Company should ensure good supply of stock.
10. Company should go for more monopoly counters.
11. Company should give discount with every crate as is being done by Pepsi.
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12. There should be surprise check by the company to endure whether benefits of schemes
provided by the company reach outlets or not and take corrective measures in case of
default.
13. Shopkeeper feedback should be taken in regular manner.
14. A special shopkeepers care cell should be formed to listen the shopkeepers grievance
on the lines of customer care cell.
15. Company should elaborate public announcement on important days like Health day,
Anti drug day, World aids day etc.
16. Company should tap colleges and school canteens. They should be given extra
discounts as these outlets give potential long run customers to the company.
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BIBLIOGRAPHY
Books:
1). Kotler Philip, Marketing Management, Delhi, Pearson Education Pvt.
Ltd., 2004
2). Kothari, C.R., Research Methodology, New Delhi, Wishwa Prakashan Pvt.
Ltd., 2003
Websites:
www.coke.com
www.cococolaindia.com
www.tropicana.com
www.google.com
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QUESTIONNAIRE
Increasing share of coca cola
Name & address of outlet __________________________________________________________________________________________________________________________
1. Are you having soft drink at your shop?
(a) Yes (b) No
If yes then, which brand?
Coke
Pepsi
Both
None of Them
2. Which brand you selling more?
(a) Coke (b) Pepsi (c) Other
Reason ____________________________________________________________
3. Which brand of coke you normally stock?
(a) Coca Cola (b) Thums up (c) Limca (d) Sprite
(e) Mazaa (f) Fanta
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4. What is the size of Pack that you sold at your shop?
(a) 300 ml (b) 500 ml (c) 1.5 l (d) 2 l
5. How often do you take coca cola products?
(a) Daily (b) 2-4 days (c) Once in week (d) In 1 month
6. Cooling system at your shop?
(a) By Coke (b) By Pepsi (c) Self
7. How can you know about schemes?
(a) Sales man (b) Other retailer (c) Other Sources
8. What is selling capacity per day?
(a) 1-3 c (b) 3-7 c (c) 7-10 c
(d) More than 10 c
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9. Does Coke demand increase as comparative to last year?
___________________________________________________________________
______________________________________________________
10.Recommendation for more selling :-
____________________________________________________________
____________________________________________________________
______________________
11.Any suggestion to Coca Cola company :-
____________________________________________________________
____________________________________________________________
____________________________________________________________
_________________________