coca-cola gkp

SUMMER TRAINING PROJECT REPORTON

“RIGHT EXECUTION DAILY OF COCA-COLA PRODUCTS IN GORAKHPUR CITY”

PREPARED AND PRESENTED TO

M/S SAKAT SALES & SERVICES PVT. LTD.A DIVISION OF COCA-COLA CO.

UNDER THE GUIDANCE OF

COMPANY’S GUIDE NAME FACULTY NAMEMR. GANESH GUPTA MR. JAI BEER PRATAP SINGH DISTRIBUTION MANAGER SAKAT SALES & SERVICE PVT. LTD.GORAKHPUR

LECTURER OF M.B.A DEPTT.KIPM COLLEGE OF MANAGEMENTGORAKHPUR

SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF MASTER’S DEGREE IN BUSINESS ADMINISTRATION FROM

UTTAR PRADESH UNIVERSITYBY

AKHTAR NAWAZIII – SEM.

M.B.A

KIPM COLLEGE OF MANAGEMENT GORAKHPUR

2009 – 2010

0714170014 A REPORT ON COCA – COLA 1 (104)

DECLARATION

I here by declare that the project, which is being presented in this project report entitled “Right

execution Daily of Coca-Cola and Pepsi Products in Gorakhpur City”, is an authentic record of

my own work during the period of 6 weeks. This information given by me in this report is

exclusively for concerned organization and would not be submitted by me anywhere else.

Akhtar Nawaz

MBA 3rd sem

KIPM COLLEGE OF MANAGEMENT

GORAKHPUR


ACKNOWLEDGEMENT

To begin with, I am obliged to Mr. Vivek Ladhani (Managing Director)

and Mr.Ganesh Gupta (Ditribution 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 Mohripur , Jafara Bazaar,

Gorakhnath,Maniram,Bargadwa, FCI road,kauriya jungle, pipi ganj. 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 Prof. (Dr.) JAI BEER PRATAP SINGH (Director), Mr.

Dr. Naresh Gill , (H.o.D of MBA Deptt) And (Lecturer & Faculty Guide of MBA Deptt.) of KIPM

COLLEGE OF MANAGEMENT GORAKHPUR who have been instrumental in making this

report useful one.

Finally, I wish to thank to my family and friends for their inspiration,

encouragement and support, which enabled me.

Akhtar Nawaz


PREFACE

Soft drink includes all types of non alcoholic carbonate flavored or otherwise sweetened

beverages. Soft drinks are mostly packaged in 200 ml, 300 ml, 500 ml, 1000 ml, 1500 ml, and

2000 ml and comes in a variety of flavors. It also comes in glass as well as in plastic

bottles.5ince so many changes and transformations are under going ever changing consumer

demands, Govt. Policies and innovative packaging. Then industries are much emphasizing

advertising to increase its sales.

With the introduction of fruit pulp based soft drinks, packaged in cardboard

cartoons known as "TERRAPACK" has been introduced in the market. The bottled soft drink

market has undergone a marginal decreases in demand After 1994 the eminent re-entry of

coca-cola in Indian soft drink Industry it is heading for two giants war to capture the market. It

has introduced various sharp and efficient tools say tour packages, prizes gift other avenues to

enhance social status and satisfying personal egos also.


TABLE OF CONTENT

No. Contents Page No.

1. Title Page2. Certificate from Organization3. Preface4. Acknowledgement5. Declaration6. Executive Summary --------------------------------------------------------------- 6-97. Industry & Company Profile ------------------------------------------------------- 10-68

Industrial ProfileCarbonated Soft Drink (Csd) IndustryCoca-Cola History in IndiaCompany ProfileHistory of Coca-ColaFabulous Facts about Coca-ColaSoft Drink Market India ScenarioImportant Landmarks of CompanyAwardsThe Coca-Cola PromisePolicyStrategy Adopted by Coca-Cola Competitive SituationIntroduction of The OrganizationOrganization StructureOrganizational Structure ChartCompany's Objectives and GoalsProduct Profile of Coca-ColaRight Execution Daily (RED)

8. Project Profile --------------------------------------------------------------------- 69-70Relevance of Topic

9. Research Methodology --------------------------------------------------------------- 71-77Objectives of the StudyResearch DesignScope of ResearchScopeLimitation

10. Analysis -------------------------------------------------------------------------- 78-94Sample ProfileFindingsConclusionSuggestionsEvery Dealer survey repport

11. Bibliography ------------------------------------------------------------------ 9512. Appendix ---------------------------------------------------------------- 96-99

Specimen of Questionnaire (Retailer Survey)Every Dealer Survey


EXECUTIVE SUMMARY

Topic of Research: -

“Stock Availability Status of Coca-Cola and Pepsi Products in Gorakhpur City”

Main Objective -

* To find out the market share of Coca-Cola products in the market in comparison to the

Pepsi product.

* To find out the current status of the Sales Generating Assets (S.G.A.)

Secondary Objective -

* The find out the more potential market & retailers.

* To identify the satisfaction level of retailers in terms of Sales Generating Assets.

* To get the suggestions from retailers to improve the market share of Coca-Cola.

* The whole survey was mainly based on retailers & distributor of the soft drinks.

Problem defination: -

The cola wars had become a part of global folklore - something all of us took for granted.

However, for the companies involved, it was a matter of ‘fight or succumb.'Both print and

electronic media served as battlefields, with the most bitter of the cola wars often seen in form

of the comparative advertisements.

In the early 1970s, the US soft-drinks market was on the verge of maturity, and as the major

players, Coke and Pepsi offered products that ‘looked the same and tasted the

same,'substantial market share growth seemed unlikely. However, Coke and Pepsi kept

rejuvenating the market through product modifications and pricing/promotion/distribution

tactics.

Universe of study: - Gorakhpur city


Sample detail

1. Sample Survey: - Retailers

2. Area of Survey: - Gorakhpur City

3. Time Period: - 8 Weeks

4. Data Type: - Primary Data & Secondary data

5. Sample Selection: - Judgment Sampling

Gorakhnath , Bargadwa ,FCI road , Mohripur , Maniram, kauriya Jungle, Peepi ganj ,

Above area are selected as sample of the research because these are main market of all

items where almost every day above 70% population of Gorakhpur City and its nearby rural

area go for routine marketing.

Collection of Data

1. Primary Data

Retialer Survey

Consumer servey

Personal Interview

2. Secondary Data

Website,

Magazine

Sample Size

The sample size of research study is 150.


Findings: -

Coke is having more number of bottling plants in compare to Pepsi that is why it has a

strong distribution network.

Coke is having four Cola brands i.e. Coca Cola & Thums-up Limca & Sprite covers

more target customers. Those consumers who prefer hard Cola drink choose Thums-

Up & Sprite & those who wants soft drink prefer Coca-Cola & Limca.

The packaging of Coca-Cola is in accordance to the taste of the rural people because of

its red color logo.

The no. of specific outlets for Coke is more comparing to Pepsi. Thus larger markets

share in the area covered by Coke.

About 70% to 80% of consumers prefer the taste of the drinks of Coke Co.

Suggestions: -

The company should move with societal marketing concept "The Societal Marketing

Concept holds that the organization's task is to determine the needs wants & interest of

target market and to deliver the desired satisfaction efficiently than competitors in a way

that preserves or enhances the consumer and Society's well being."

Retailers have emerged as major opinion leader and high retailer margin should be

given to motivate these retailers.

There should be proper allocation of each activity on the basis of city & population.

Specking should be changed and new attractive bottles should be introduced.

Advertising equipment of Coca-Cola product should be distributed properly among the

retailers.

There should be proper visit of Area Sales Manager at least once in a month to sort out

the problem of retailers like leakage replacement etc. & to motivate the retailers selling

only Pepsi.


Topics covered: -

Introduction of Soft Drink Industry

Competitive Situation

Brand Competition

Introdution of Coca Cola Company

Important Landmarks of Company

History of Coca- Cola in India

Organization Structure

Introduction of Organization

Structure of Amrit Bottlers Pvt. Ltd.

Organizational Structure Chart

Sales & Distribution Process of A.B.P.L.

Distribution Channel of Saket Sales & Services Pvt. Ltd.

Products of the Company

Brand in Indian Market

Description of the Product

Popular Punchlines of Coca Cola Product


INDUSTRIAL PROFILE

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, 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

Market share. A number of factory contributed to Pepsi problem were poor image, poor

taskforce, poor quality control etc.

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.

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.



Carbonated or Aerated Drink

Non-Carbonated or Non-Aerated Drink

Mixture

Branded Product

Commodity Product

Ready to serve

Diluted before serve Soda

Mineral water

Cola Drink

Non-Cola Drink

Having Preservation

Having no Preservation

Squashes Artificial Flavors

Pure Mineral Water

Flavored Mineral Water

Fun Drink Health Drink

Fruit Juice Gelatin based Drink

SOFT DRINK INDUSTRY


Branded Product

Cola Drinks e.g. Coke,

Pepsi, ThumpsUp

Lemon Flavor e.g. Limca, Teem, Mirinda

Commodity Product

Mango Flavor e.g. Maaza, Slice

New Flavors e.g. Canada

Orange Flavor e.g. Mirinda, Gold Spot, Fanta

Non-Cola Drinks

CARBONATED OR AERATED

CARBONATED SOFT DRINK (CSD) INDUSTRY

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.


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 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 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.


COMPANY PROFILE

Keeping in view of tapping the Indian soft drink market and also developing soft drinks as a

drinking product among Indians. The 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.


http://www.coca-colaindia.com/brands/brands_coca_cola.html

HISTORY OF COCA-COLA

Fig 2 John Syth Pemberton

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 wooden kegs. 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.

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 an

institution the world over. Coca-Cola begins 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.


FABULOUS FACTS ABOUT COCA-COLA

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.

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.

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


COCA-COLA HISTORY IN INDIA

The coca-cola company reintroduced coca-cola in India on October 23, 1993, after an absence

of 16 years. The coca-cola company received approval from the government in July 1996 to

set up a holding company to invest US $ 700 million in downstream operation of beverages

In July 1997 the holding company was permitted by the government to operationally its

bottling subsidiaries. The bottling subsidiary currently owns and operates twenty-six bottling

plants and sixty distribution centers across India. In addition, it uses 20 contract packers to

augment its production capacity and cater to the increasing demand for its wide portfolio of

beverage.

India is home to one of the most ancient cultures in the world dating back over 5000 years.

At the beginning of the twenty-first century, twenty-six different languages were spoken

across India, 30% of the population knew English, and greater than 40% were illiterate. At

this time, the nation was in the midst of great transition and the dichotomy between the old

India and the new was stark. Remnants of the caste system existed alongside the world’s top

engineering schools and growing metropolises as the historically agricultural economy

shifted into the services sector. In the process, India had created the world’s largest middle

class, second only to China.

A British colony since 1769 when the East India Company gained control of all European

trade in the nation, India gained its independence in 1947 under Mahatma Ghandi and his


principles of non-violence and self-reliance. In the decades that followed, self-reliance was

taken to the extreme as many Indians believed that economic independence was necessary to

be truly independent. As a result, the economy was increasingly regulated and many sectors

were restricted to the public sector. This movement reached its peak in 1977 when the Janta

party government came to power and Coca-Cola was thrown out of the country. In 1991, the

first generation of economic reforms was introduced and liberalization began.

Coca-Cola come back in the year 1993 after liberalization and was launched at

Agra with the slogan "Old wave have come to Indian again". At the time parle was the leader in

the soft drink market and had more than 60% of the total shore in soft drink. Coca-Cola joined

hands with parle and to enter India after 17 years. By striking a 40 million deal with Parle. Coke

almost made a clear sweep and made its good as “To become all time all occasion drink not a

special treat beverage."

Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveal

its formula to the government and reduce its equity stake as required under the Foreign

Exchange Regulation Act (FERA) which governed the operations of foreign companies in

India. After a 16-year absence, Coca-Cola returned to India in 1993, cementing its presence

with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling

network. Coke’s acquisition of local popular Indian brands including Thums Up (the most

trusted brand in India

Limca, Maaza, Citra and Gold Spot provided not only physical manufacturing, bottling, and

distribution assets but also strong consumer preference. This combination of local and global


brands enabled Coca-Cola to exploit the benefits of global branding and global trends in tastes

while also tapping into traditional domestic markets.

Leading Indian brands joined the Company's international family of brands, including Coca-

Cola, diet Coke, Sprite and Fanta, plus the Schweppes product range. In 2000, the company

launched the Kinley water brand and in 2001, Shock energy drink and the powdered

concentrate Sunfill hit the market. From 1993 to 2003, Coca-Cola invested more than US$1

billion in India, making it one of the country’s top international investors

By 2003, Coca-Cola India had won the prestigious Woodruf Cup from among 22 divisions of

the Company based on three broad parameters of volume, profitability, and quality. Coca-Cola

India achieved 39% volume growth in 2002 while the industry grew 23% nationally and the

Company reached break-

even profitability in the region for the first time.

Encouraged by its 2002 performance, Coca-Cola India announced plans to double its capacity

at an investment of $125 million (Rs. 750 crore) between September 2002 and March 2003.

Coca-Cola India produced its beverages with 7,000 local employees at its twenty-seven

wholly-owned bottling operations supplemented by seventeen franchisee-owned bottling

operations and a network of twenty-nine contract-packers to manufacture a range of products

for the company. The complete manufacturing process had a documented quality control and

assurance program including over 400 tests performed throughout the process .


The complexity of the consumer soft drink market demanded a distribution process to

support 700,000 retail outlets serviced by a fleet that includes 10-ton trucks, open-bay three

wheelers, and trademarked tricycles and pushcarts that were used to navigate the narrow

alleyways of the cities.

In addition to its own employees, Coke indirectly created employment for another 125,000

Indians through its procurement, supply, and distribution networks.

Sanjiv Gupta, President and CEO of Coca-Cola India, joined Coke in 1997 as Vice President,

Marketing and was instrumental to the company’s success in developing a brand Coca-Cola

India.

The Indian consumer and in tapping India’s vast rural market potential. Following his marketing

responsibilities, Gupta served as Head of Operations for Company-owned bottling operations

and then as Deputy President. Seen as the driving force behind recent successful forays into

packaged drinking water, powdered drinks, and ready-to-serve tea and coffee, Gupta and his

marketing prowess were critical to the continued growth of the Company.

India’s one billion people, growing middle class, and low per capita consumption of soft

drinks made it a highly contested prize in the global CSD market in the early twenty-first

century. Ten percent of the country’s population lived in urban areas or large cities and

drank ten bottles of soda per year while the vast remainder lived in rural areas, villages, and

small towns where annual per capita consumption was less than four bottles. Coke and


Pepsi dominated the market and together had a consolidated market share above 95%. While

soft drinks were once considered products only for the affluent, by 2003 91% of sales were

made to the lower, middle and upper middle classes. Soft drink sales in India grew 76%

between 1998 and 2002, from 5,670 million bottles to over 10,000 million

and were expected to grow at least 10% per year through 2012.

In spite of this growth, annual per capita consumption was only 6 bottles versus 17 in Pakistan,

73 in Thailand, 173 in the Philippines and 800 in the United States.

With its large population and low consumption, the rural market represented a significant

opportunity for penetration and a critical battleground for market dominance. In 2001, Coca-

Cola recognized that to compete with traditional refreshments including lemon water, green

coconut water, fruit juices, tea, and lassi, competitive pricing was essential. In response, Coke

launched a smaller bottle priced at almost 50% of the traditional package.


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 of Coke and

also it was the first patent bottle.

1950 Coca-Cola started the operation in India.

1977 Coca-cola closed operations in India.

1991 Coca-cola came back in India and opened Britco Foods

Company.

1992 Coca-cola opened its first bottling plant in Pune.

1993 Coca-cola bought all the Parle Products Thumps up, Limca,

Citra, Gold-spot, Maaza at, $40 million.

1994 First time cokes introduce Coca -Cola in Agra.


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 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 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.


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 .


POLICY

The Coca-Cola Company exists 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 relentlessly strive to exceed the world's ever-changing expectations because

keeping our Quality promise in the marketplace is our highest business objective and our

enduring obligation.

More than a billion times every day, consumers choose our brand of refreshment because

Coca-Cola is...

The Symbol of Quality

Customer and Consumer Satisfaction

A Responsible Citizen of the World


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.


COMPETITIVE SITUATION

The cola wars had become a part of global folklore - something all of us took for granted.

However, for the companies involved, it was a matter of ‘fight or succumb.'Both print and

electronic media served as battlefields, with the most bitter of the cola wars often seen in form

of the comparative advertisements.

In the early 1970s, the US soft-drinks market was on the verge of maturity, and as the major

players, Coke and Pepsi offered products that ‘looked the same and tasted the

same,'substantial market share growth seemed unlikely. However, Coke and Pepsi kept

rejuvenating the market through product modifications and pricing/promotion/distribution

tactics.

This modus operand was followed in the Indian markets as well with Coke and Pepsi resorting

to more innovative tactics to generate consumer interest. In essence, the companies were

trying to increase the whole market pie, as the market-shares war seemed to get nowhere.

This was because both the companies came out with contradictory market share figures as per

surveys conducted by their respective agencies - ORG (Coke) and IMRB (Pepsi). For instance,

in August 2000, Pepsi claimed to have increased its market share for the first five months of

calendar year 2000 to 49% from 47.3%, while Coke claimed to have increased its share in the

market to 57%, in the same period, from 55%.


Coke had entered the Indian soft drinks market way back in the 1970s. The company was the

market leader till 1977, when it had to exit the country following policy changes regarding

MNCs operating in India. Over the next few years, a host of local brands emerged such as

Campa Cola, Thumps Up, Gold Spot and Limca etc. However, with the entry of Pepsi and

Coke in the 1990s, almost the entire market went under their control. Making billions from

selling carbonated/colored/sweetened water for over 100 years, Coke and Pepsi had emerged

as truly global brands.

Coke was born 11 years before Pepsi in 1887 and, a century later it still maintained its lead in

the global cola market. Pepsi, having always been number two, kept trying harder and harder

to beat Coke at its own game.

In this never-ending duel, there was always a new battlefront opening up somewhere. In India

the battle was more intense, as India was one of the very few areas where Pepsi was the

leader in the cola segment Coke re-entered India in 1993 and soon entered into a deal with

Parle, which had a 60% market share in the soft drinks segment with its brands Limca, Thums

Up and Gold Spot. Following this, Coke turned into the absolute market leader overnight. The

company also acquired Cadbury Schweppes'soft drink brands Crush, Canada Dry and Sport

Cola in early 1999.

Bottling was the biggest area of conflict between Pepsi and Coke. This was because, bottling

operations held the key to distribution, an extremely important feature for soft-drink marketing.

As the wars intensified, both companies took pains to maintain good relationships with bottlers,

in order to avoid defections to the other camp...


When Coke re-entered India, it found Pepsi had already established itself in the soft drinks

market. The global advertisement wars between the cola giants quickly spread to India as well.

Internationally, Pepsi had always been seen as the more aggressive and offensive of the two,

and its advertisements the world over were believed to be more popular than Coke's.

It was rumored that at any given point of time, both the companies had their spies in the other

camp. The advertising agencies of both the companies (Chaitra Leo Burnett for Coke and HTA

for Pepsi) were also reported to have insiders in each other's offices who reported to their

respective heads on a daily basis...

Pepsi and Coca-Cola both are American company. Pepsi earn more profit from its native

country where as Coca-Cola get most part of its profit from overseas. In India, Coca-Cola

capture 58% share market and Pepsi has only 42% of share market of soft drink. Coca-cola is

far head in carbonated soft drink competition where as Pepsi performing well in snack segment

in comparison of Coca-Cola.

There are number of brands of soft drink in the market of various companies. Various brand

competitors of COCA-COLA & PEPSI are as under in the following table-

SI. No. Brand of COCA-COLA Brand of PEPSI

1. Coca Cola

Thums-up

Coke diet

Pepsi

Pepsi diet

2. Thums Up 7 Up

3. Sprite Mountain Dew

4. Limca Mirinda lime

5. Fanta Miranda

6. Mazza Slice


7. Kinley (water mineral) Aquafina (water mineral)

INTRODUCTION OF THE ORGANIZATION

The huge profile in the soft drink industry attracted Mr. L D. LADHANI towards this

business. He established and registered AMRIT BOTTLER PVT. LTD. (ABPL) 1993.It is

located at Allahabad Road, near village Chandpur. Harban post office Dhabasemar, Faizabad.

This unit is franchise of Coca-Cola India, owner of registered trademark Coke,

Thumps Up, Limca, Fanta, Sprite, Kinlay Soda.

The plant was erected and commissioned in 1993. Later production started on 22nd

March 1994 with the capacity of bottling unit up to 280 B.P.M.I i.e. 5600 crates of 24 bottles of

each per 8 hours schedule. The utilization capacity is about 70% of total capacity. Originally all

the flavors were bottled in 300ml container. Bottling carried on support of 40 technician's

qualified production plant charge with support of 40 technician's team, having capacity to

operate various operations of the plant.

Total cost of the project at the time of installation was Rs. 1.26 Crores. The meet of

finance eas assisted from PICUP, UPFC & Bank OF INDIA Central investment capital

subsides with generator subsidy were also sanctioned and included in means of financer ship.

The principle materials are purchased from Parle Exports against payment as prescribed rate,

Rest of raw materials is purchased from market within and outside of the State.


ORGANIZATION STRUCTURE

For every organization, a structure is necessary upon which the organization is founded.

The existence of a bounded to be in existence in every organization whether planned. To have

a structure is not a choice of the organizer, it's mainly upon the pattern of the organization.

Structure, in a simple term is the pattern in which various parts of components are

inter related or inter connected and in this way it is established pattern of relationship, among

components of parts of the organization in an established manner.

An ideal organization's structure facilitates management and operations of the

organization in achieving its common goals.

In order to make the organizational structure more effective; one should keep in

mind the essential features of a good organizational structure that can meet demand of various

factors namely environment technology, size & people coming to the organization

STRUCTURE OF AMRIT BOTTLERS PVT. LTD.

The ABPL has a management board. The Managing Director is executive head of the

organization. At present Mr. Naresh Ladhani Managing Director of ABPL but overall polices

regarding management decision and all the executive function are looked and performed by

Mr. R. Ladhani, who is well assisted advised by the Managing Director for day today decision


& general administration as well as management. The director looks after all functional

departments i.e., sales, production, account, personnel, purchase & administration.

Every head of department reports Director and is responsible for their work. The Plant Head is

the head of the production department too he looks after production i.e. Bottling process

inspection and storage of raw materials & maintenance functions.

A.B.P.L. do marketing in all the area covered by them through SAKET SALES & SERVICES

PVT. LTD. & A.B.P.L. has many agencies scattered in all areas. The account department

controls over all the transactions. Under it there is a Chief Accountant who maintains the

different account of the organization. The purchase officer is the in charge of all the purchase

activity of the company & workers according to the requisition raised by the different

departments.

The Sales Manager is the in charge of all type of marketing activity i.e.

Sales, promotion, advertisement, market study & shipping (storing of sold bottles as well as

loading & unloading of the vehicles). But the main function of the sales manager is to control

over distribution channels, Sales Executive, City Sales Executive & supervisor assisting the

Sales Manager.


ORGANIZATIONAL STRUCTURE CHART


Managing Director

Sales Department Store Purchase Transport Incharge Production Incharge

Assistant Peon

Supervisor Chemist

Plant Engineer Quality Controller

Sales Manager

Statistician

City Sales Executive

Advertisement & Supply Events Supervisors

Sales Executive( In each District)

Senior Sales Executive

Shipping InCharge

A/c & Central Chief A/c Officer

Assistant to Chief A/c Officer

Personnel Officer

AREAS OF A.B.PVT.LTD. FAIZABAD

* AKBARPUR * GOPALGANJ

*BAHRAICH * GORAKHPUR

* BANDA * MAHARAJGANJ

* BASTI * PADRAUNA

* DEORIA * PRATAPGARH

* FAIZABAD * SALEMPUR

* FATEHPUR * SIWAN

* GONDA * SIDDHARTHNAGAR

* SULTANPUR

WORKING PROCESS OF A.B.PVT.LTD.

A- Production Process

B- Sales & Distribution Process

C- Sales Promotion & Advertisement


A- RAW MATERIALS AND PRODUCTION PROCESS

The following raw material are required to prepare bottled soft drinks: Water Essence,

Sugar, Co2 gas Crown Some chemicals like Hy flow super cell. Activated Carbon Powder,

Bleaching powder. Caustic Soda etc.

RAW MATERIAL USED FOR-

Production constituents - Water Essence CO2 gas, Sugar

Washing bottle - Caustic soda flasks

Syrup preparation - High flow super cell & Activated carbon

Power

Water treatment - Bleaching powder

PRODUCTION PROCESS-

Coming to the manufacturing process of the soft drinks, it may be mentioned that the

process to manufacture the various soft drink is more or less the same. The process begins

with the preparation of the Syrup. This syrup is prepared by mixing sugar & water in steam

jacketed stainless steel vessel. The syrup is then cooled in the exchanger after the process of

filtration of the syrup. This filtration of syrup is done through stainless steel filter.

After the cooling process the concentrate essence supplied by the PARLE Exports (P)

Ltd Bombay is mixed in the prepared syrup in the tank. After the mixing process the dilution of

mixed concentrate takes place with the help of treated water. After this process the soft drink is

ready to be filled the washed bottles. The washing process is also automatically done with the

help of washing machine. The cleared bottles & filled bottles are conveyed automatically.


The following processes & machines are involved in the bottling procedure, All the

machines used in bottling plant are fully automatic & indigenous.

WATER TREATMENT-

Firstly we take simple water, form this simple water we find beverage water on Zero part

per million. For this purpose we mixed up lime water firstly. After then mix up Ferrous sulphate

in simple water (Ferrous sulphate from block and the precipitation out) after then they mix up

bleaching powder (30% to 33%) in this simple water (Bleaching powder kills bacteria) after

then we find beverage water.

SYRUP PREPARATION-

High-grade sugar (carbonated water) is mixed with beverage water after then mix up

Hy flow super cell activated carbon powder (to clean the odor. color and! dirtiness of the sugar)

after then they heat it 85c, just to kill the bacteria, after then! they find the raw syrup and collect

it in the tank (capacity 850 gallon).

READY SYRUP ROOM-

There are few tanks in the room. In this they store the flavor of Thumps up, Limca, Coke,

Fanta and soda, In these tanks they mix up raw syrup+ citric acid+base after then they find

ready syrup. Each tanks has a capacity of 500 gallon.

AIR COMPRESSOR-

Compressed air is needed for automation and hi filling machine.

BOILER-

Boiler is to generate the steam, it is used in:-Bottle washing machine Syrup Co2 plant.


REFRIGERATION PLANT-

Refrigeration plant is used cooling beverage it is carbonated.

HEAT EXCHANGER-

Generally heat Exchanger is used for mixing, of required quantity of syrup and chilled

Co2.

CARBONATED GUM SATURATION-

In this tank Co2 gas dissolved in beverage water and then they get carbonated beverage.

BOTTLE WASHER-

Dirty bottles are washed and sterilized in hot caustic soda and rinsed with soft water.

FILLER MACHINE-

Washed empty bottles are entering in this filter though conveyor's Chain and than it is

crowned.

CROWNER-

Each bottle is crowned with metallic caps to protect the purity of content.

ROLLER CONVEYOR-

That is the movement point of point empty plastic crates. From this point the dirty empty

bottles are loaded into washer to the point where filled crowned bottles are collected.

LIGHT CONTROL-

It is only to check if any dirt is left in bottles.

QUALITY CONTROL-

In ABPL strict quality control is done at all levels of process as well as for sealed bottles.


LAB -

1- Water checking Raw water (once week)

Soft water (2 month)

Beverage water (8 month)

2- Raw materials checking (27 chemicals are checked in the lab)

3- Crowns, bottles CO2 gas (99.96%) checking.

4- Flavor bricks checking (1/2 an hour) gas testing (1/2 an hour)

5- Syrup premix

6- Bottler


B- SALES & DISTRIBUTION PROCESS

ORGANIZATIONAL STRUCTURE OF SAKET SALES & SERVICES (Pvt.)LTD.

The organizational structure of Saket services is very simple and it contains Managing

Director (M.D.), Sales Manager, Regional Sales Manager, Area Sales Manager,and Sales

Executive, Distribution Manager, Marketing Executive Manager, Marketing Developer. These

post holders do all the activities of sales and distribution management. This type of

organizational structure may be called as a market type organizational structure.

The function of above post holders as :

1- MANAGING DIRECTOR:

The Managing Director is also the owner of this company is honorable Mr. Naresh

Lodhani. He controls & directs over all the activities of the company. It is the duty of the Sales

Manager to report all the information about the Sales & Distribution Channels to the Managing

Director.

No plans & policies can be finalized without the recommendation of the Managing

Director. He can change or reject the decision taken by the Sales Manager. He keeps the Veto

power for the all the matters of the organization.

2- SALES MANAGER:

Sales Manager is also regarded as Marketing Manager who controls over all the

activities of the market Mr. Sanjeev Garg is the Sales Manager. Sales Manager the business

activities that direct the flow of goods & services from manufacturer to the consumer.

Marketing activities of the Sales Manager involves the study & analysis of consumer taste,

their demand, production of goods, its packaging, publicity & after sales service etc. Sales

Manager also takes the decision regarding price & brand.


Under the total marketing concept the objective is to manage the business in such a way

as to make and sell what the consumer want at a reasonable price, that he is willing to pay and

with product characteristic that he want in the product (Soft Drink). The soft drink should be

easily available when and where consumer wants.

Sales Manager defines the products objectives, pricing objective, distribution strategy

& his promotional activities. For proper planning Sales Manager has to perform the following

tasks-

Marketing research forecasting the demand and developing the

marketing activities.

Determining the product line strategy and planning for product diversification.

Planning sales policies and their implementation.

Co-ordinate the activities of production finance and service department.

Sales manager controls all the functions relating to the market. He fixes the sale

standard for the market and for the sales executives, analyze their own performance with the

set standard and takes corrective action when ever necessary. If deviation is positive he tries

to maintain it and if it is negative he identifies the causes and remove them.

3- FUNCTION OF SALES EXECUTIVE:

Sales Executive performs very important role in the market. Sales Executive remains

in direct touch retailers and work under the area Sales Manager.

Sales Executive are given a specific target to Sale the soft drinks in a certain period-

Due to direct relation with the retailers these executives can listen the grievances of them. The

executives have also the authority to provide promotional materials like glow signs, racks,

boards, posters, openers & Sales generating aids like Ice box, cooling freezes & freezer's etc.


Sales Executive is also having the responsibility to find out the market share for then-

own product by doing "Intelligence" type studies designed to have a view of competitors

marketing practices sales policies. Coca-Cola Company is getting benefit significance with the

help of the executives. The company pays attention towards them & they keep the activities &

practices of rivals in mind.

******



Sales Manager

Area Sales Manager

Sales Executive

Sales Man

HIERARCHY OF SALES

DISTRIBUTION CHANNELS

Producers normally use a number of marketing intermediaries for talking their products to

users.

Market Intermediaries bear a variety of names such as:

Distributors.

Whole sellers.

Marketers.

Stockiest.

Franchised Dealers.

Sole Selling Agents.

Semi Whole Sellers.

Retailers.

Authorized Representatives.

Brokers.

Commission Agents

All such intermediaries constitute the Distribution channel.


ROLE & IMPARTANCE OF DISTRIBUTION CHANNELS:

Distribution channel play a pivotal role in the successful marketing of most products

especially consumer products.

Channels perform a wide variety of function:

Channels provide distributional efficiency to manufacturers.

Channels (Provide) supply products in required assortment.

Channels help merchandise the product (Reinforcing awareness.)

Channels provide salesmanship (Established new products)

Channels help implements the price mechanism.

MAIN STEPS IN DESIGNING THE CHANNEL

Formulation channel objectives.

Identification of channel functions.

Analyzing the product characteristic and linking channel.

Design to the product.

Evaluation of distribution environment including legal aspects.

Evaluation of competitors channel patterns.

Evaluation of company resources and matching the channel design to the resources.

Development of alternative channels designs and Selection if the one that suits the firm

most.


DISTRIBUTION CHANNEL OF SAKET SALES & SERVICES (Pvt.)Ltd.

After the production process the next main step is distribution & sales. The production is

made to satisfy the need of the customer. Thus the product must reach to the customer for

whom it is made. There are different channel of distribution i.e. goods may be passed on to the

customers through stockist, whole sellers or retailer or directly by the producer to the customer

(tie up with big hotels etc.).

MANUFACTURER

STOCKIST/DISTRIBUTIOR

SEMI STOCKIST

RETAILER

CONSUMER


There are two criteria of selection of distribution channel of Coca-Cola Company. First the

channel chosen for the company's product intimately affects the other marketing decision i.e.

pricing decision, advertising decision, sales decision etc & second channel decision involves

the firms in relatively term's of commitment to other firms.

The decision about distribution channel is very important for the benefit of any

organization. It is very necessary to choose the best stockiest. For this purpose the executive

surveys about the potentiality of different stockiest & communicate the information to the

higher authority. Then the company allots the agency to the best contestant on city level.

In Gorakhpur market while conducting our market survey we observed two types of

consumption of soft drink in the market.

1- BY CUSTOMER DIRECTLY:

Consumer are very important for any enterprise. In Gorakhpur market most of the

household are of middle class & they frequently use soft drink in any simple or marriage party.

That's way the agencies also receive the order from the consumers for self-consumption &

marriage parties etc.

2- BY RETAILERS TO CONSUMER:

Retailers are very important link between the consume and the manufacturer. They

also play a very sensitive role of conveying the message regarding the liking &disliking of the

consumers. It has been remarked that they are the marketing arms of the Coca-Cola Co.


FUNCTIONS OF RETAILERS:

Physical movement &storage of product for the supply to the consumers to meet their

requirements.

Assembling of product from the company.

To provide information concerning the nature & use of the product to the Consumer.

To make the soft drinks of various kind available for the consumers.

DISTRIBUTION CHANNEL CHART


Manufacturer

Agency

Retailer Retailer

Consumer

C- SALES PROMOTION & ADVERTISRMENT OF COCA-COLA

SALES PROMOTION

The main purpose of sales promotion activities is to stimulate consumers & dealers

effectively. Sales promotion directed to increase the consumption rate or to attract the new

consumers towards the company's product. Coca-Cola Co has adopted some sales promotion

for Coke. These Sales promotion activities are for consumers & retailers both. Consumers

promotional activities are simple e.g. increase in quantity at the same price on the other hand

retailers promotional activities include cash discount on purchase, deal on carets, display

schemes & Sales generating aids (S.G-A.) like openers, umbrellas & cooling system like

fridge, ice Box etc.

Advertising and sales promotion being a part of marketing mix is integrated with

marketing objective and coordinate with other selling efforts such as the effort of sales

Executive. The Sales Executive of Coca-Cola Co, report about the different advertising and the

promotional appeals, as they are close touch with market condition.

PROMOTIONAL ACTIVITIES SERVE THE FOLLOWING OBJECTIVES:

1- PROVIDING INFORMATION:

The purpose of sales promotion for Coke is to provide information regarding the flavor,

taste and price etc. to consumers while introducing the brand of soft drink.

2- INCREASE IN SALE:

The main purpose of all promotional activities is to increase the sales of Coke by

beating the soft drink brand of other company Promotional activities increases sales by

changing the elasticity of demand of the Product through various techniques i.e. by distributing

free gift, purchase premium, discounts, providing system etc. Such activities made the product

popular.


3- REDUCING SESONAL DECLINE:

In slack season, the promotional Activities help in maintaining the sales of Coke

IMPORTANCE OF SALES PROMOTIONAL ACTIVITES OF COKE

Nothing happens until 'somebody sales something' the sales promotional activities help

in promoting the sales of concern effectively. More and more promotional activities are

required to induce the consumers to purchase more and more products and thus they produce

the demand. In today's competitive world promotional activities play an important role.

ADVERTISEMENT

The main purpose of every commercial organizational is to promote sales because it is the

only way to commercialize the product. Such promotional activities are called advertising.

Sales promotion and personal selling which generally constitutes the promotional mix within

the marketing mix. Advertising and sales promotion are indirect and non personal methods of

sales promotion. An effective coordination of all the three can alone secure the maximum

effectiveness of promotional strategy.

In modern business world, no can survive without advertisement. The problem is not

whether to advertise or not but the problem is how advertise with a view to maxim's returns of

the money invested for the production. Effectiveness of advertising is greater the when it is

adequately planned, executive and constantly evaluated in terms of objectives.

Advertising is nothing but a paid from of non-personal presentation or promotion of ideas,

goods or services by an identified sponsor in the present day advertisement has become an

inseparable part of the business in the marketing activities Coca-Cola has also adopted a

strategy for advertisement of Coke to compete with Pepsi, Hardly there is a business in the

modern world without advertisement.


The importance of sales promotion in modern marketing has increased. For promoting

sales of coke and preparing ground for the future expansion. Coca-Cola has provided cooling

system facilities to the prospective retailers towards the soft drink brand of Coca-Cola and

induce him to by Coca-Cola at the point of purchase, beyond Pepsi, at the salesmen's level its

object is to achieve more sales as teh retailer's level the purpose of sell Coca-Colabrand in

Sprite of Pepsi or other soft drink. At the consumer's level the main idea is to enable the

consumer to by more frequently.

MEDIA OF ADVERTISING

In Shop Media Banners Mangling Danglers Painted Signs

Out Door Media Posters Hoardings Umbrellas Glow Shines

Broad Cast MediaTelevision Radio

Non-Broad Cast Media Video Closed Circuit TV Slide Movies

Print Media New Papers Magazines

Vehicular Media Buses Taxies & Auto Rickshaws Private Vehicles

Specialty MediaStickers Caps Buttons Budgets Etc.

PUNCH LINE OF COCA-COLA

1936 - It’s The Refreshing Thing To Do .

1942 - It’s The Real Thing .

1943 - Global High Sign.

1959 - Be Really Refreshed.


1962 - Thing Go Better With Coke.

1969 - It’s the Real Thing.

1970 - I`D Like To Buy The World A Coke .

1976 - Coke Add Life .

1982 - Coke Is It .

1986 - Catch The Wave.

1989 - You Can’t Beat the Feeling.

1993 - Always Coca-Cola

1998 - Eat Music, Sleep Music, And Drink Only Coca-Cola.

1999 - Jo Chaho Ho Jaye Coca-Cola Enjoy.

2000 - I Want Hritik And I Want Coke.

2002 - Thanda Matlab Coca-Cola


2003 - Jiyo Thanda Piyo Thanda .

COMPANY'S OBJECTIVES AND GOALS

The company's mission must be turned into specific objectives for each level of management

in a system known as Management By Objectives.

The most common objectives are:-

* Profitability

* Sales

* Market Share

* Improvement

* Innovating

* To satisfy the customers

* Risk Diversification

* Earn 50% growth annually

******


CORE BRANDS

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.


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, juict & 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.


BRAND IN INDIA


PRODUCT PROFILE OF COCA-COLA

PRODUCT OF COCA-COLA (MAY 2008)

The Coca-Cola Company exists to benefit & refresh one it touches. Today, we can find

Coca-Cola Company has more than 400 Beverages in its portfolio. But in India there is

basically "8" Products exists in market.

COCA-COLA:

THANDA MATLAB COCA- COLA

JO CHAHE HO JAYE COCA-COLA ENJOY

SAR UTHA KE PIYO

It has brown colour with ingredients of (Water + Sugar + Concentrate + CO2). The

colour of Coca-Cola comes from Specific concentrate. The flavor of Coca-Cola due to CO2

which are dissolved in syrup at less than 5*C with (3.75% W/V). The contant of sugar is 10.2

g/100g. It is available in different volume in market, like-

1- 200ml glass bottle


3- (500+100)ml pet bottle

4- 2.25 Liter pet bottle.


THUMS-UP:

“I WANT MY THUNDER"

"THUMPS UP TASTE THE THUNDER"

It has dark brown colour with ingredients of (Water + Sugar + Concentrates + CO2) . The

colour of Thums-Up comes from concentrate. The high content of CO2 (3.95% W/V) which

makes the Cola flavor very heavy.

The Content of sugar in Thums-Up is 9.9 g/100g. It is available in different volume in

market. like-






FANTA:

“KUCH BH1 HO SAKTA HAI

MASTI KA APNA TASTE”

It has Orange colour with light Concentrate of CO2 (2.2% W/V) that makes its flavor different

volume in market. like-






LIMCA:

“JUST TAKE IT EASY”

It has light gray colour with CO2 (3.95% W/V) that makes its flavor lemony and tasty.

The Content of sugar is 10.3g/100g. It is available in different volume in the market.

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.

1-200ml glass bottle





SPRITE:

"DHIKAWE PE MAT JAO

APNI AKHAL LAGAO”

It is colour less with packaging in green colored bottle. It contain CO2 (3.75% W/V) which

makes nice flavor. The content of sugar is 11.8g/100g. It is available in different volume in

market. like-






MAAZA:

"BOTTLE ME AAM

MAAZA HAI NAAM”

It is of yellow colour with decent taste of Mango. It doesn't contain CO2. It's availability

of packing in marketare-


2- 200ml Tetra Pack (Aseptic Pack)

PULPY ORANGE:

It is of light yellow colour with decent taste of orange. It doesn't contain CO2. It's

availability of packing in market are-

1-(500 + 100)ml pet bottle

2- 125ml tetra pack (Aseptic Pack)


KINLEY SODA:

It is colour less & available in the market in 300ml glass bottle.

Pack Availability of Kinley Soda

1. 300 ml

2. 600 ml

KINLEY MINERAL WATER:

It is a mineral water containing treated water and minerals. It's available in the following

volumes in the market are-

Pack Availability of Kinley Mineral Water

1. 1 liter


BRAND & LOYALTY

BRANDS

A brand is a name, term, sign, symbol, or design or combination of them, intended to

identify the goods or services of one seller or a group of sellers' and differentiate them from

those of competitors. Thus a brand identifies the seller or market.

A brand is a complex symbol that can convey up to six levels of meaning.

1-ATTRIBUTERS: A brand brings to mind certain attributers. For example Coca-Cola

suggests a respectable, qualified/ beverage.

2-BENEFITS: Attributes must be translated into functional and emotional benefits.

3-VALUE: The brand also says something about the producer's value like high performance,

safety and prestige.

4-CULTURE: The brand may represent a certain culture of the country to which it belongs.

5-PERSONALITY: The brand can project a certain.

6-USER: The brand suggests the kind of consumer who buys or user the product.

******


RED (RIGHT EXECUTION DAILY)

OBJECTIVES OF STUDY

The main objective of this RED project is to increase the sales of the company.

To advertise the various products of the company.

To find out the present sales status of ThumsUp, Coke, Sprite, Limca, Fanta, Maaza at the retail outlets in the area..

To collect data from retailers for the activation of new channels of distribution.

To study the pre-sale concept of the coke.

To ensure the availability and visibility of the product.

To analyze the effect of scheme

SCOPE OF THE STUDY

By this study company can know its growth.

This study helps the company to know their actual position in the market.

RED helps to find out the promotion activities of the company and help to make

relevant changes according to their rivalry company.

This study ensures the availability of the product in the market. The study helps to fond out the problem of the counter and to find out the

requirement for more sale

RED helps to maintain the outlets in a well designed way to attract the consumers.


SIGNIFICANCE OF THE STUDY

This project is helpful to find out the sale trends of the coke products and its effect on consumer value and satisfaction.

This study provides an insight to the company that what kind of strategy must be adopted in order to increase the sales and satisfaction o the consumer.

This project directly deals with the interaction of different kind of people.

MY ROLE IN PROJECT “RED”

IMPLEMENTATION – First and foremost task for me was to implement the project in

the given area with the support of MD’s (MARKET DEVELOPER). Various norms for

different outlets had been fixed but their implementation was very important. Different

areas were assigned to me in which I implemented RED and these areas are further

visited by various higher officials of the organization.

I measured the performance of sales team and distributors (under RED) in outlets with respect to all parameters of execution.

I did scoring on the scoring sheet.

The scoring sheet was provided on the basis of which scoring can be done. Scoring is done out of 100 marks and they have been further divided in 3 components

1- VISI COOLER - 30 points

2- AVAILABILTY - 50 points

3- ACTIVATION – 20 point


MARKET AUDITING (TRACKING PERFORMANCE) –

Tracking performance of the MD of corresponding area was also my responsibility. I had to score him

on fixed norms (RED SCORING SHEET) and also give the feedback on his performance.

FINDING LOOPHOLES – Finding loopholes in the system like absence of co-

ordination between MD’s and SALES TEAM and report to higher officials (Mr. Vindhya

Srivastava)

BRAND CONTACT - I had to interact regularly with shopkeepers to know their

problem and try to solve them. If I could solve them then I reported them to my company

guide, else he suggested me the alternatives, and I also took out the orders from retail

outlets and to check out the activation.

AVAILABILTY - I also need to give company weekly availability report of various brands.


Topics

Relevance of Topic


RELEVANCE OF THE STUDY

The important aspects of the study are as follows:

1- With the help of this study one can know about the distribution network of distributors.

2- The market position of Coke brands and its impact. It focuses on the retailers &

Distributor relationship.

3- It throws light on the needs & demands of consumers & retailers. It provides a Better

way of distribution network.

4- The study provides the solutions & better ways to reach the ultimate consumer and to

maintain status of the market leader.


Topics

Objective of Research

Research Design

Sampling Techniques & Sample Size

Research Instrument – Survey

Data Collection Method

Scope

Limitation


OBJECTIVES OF THE STUDY

The study is concentrated in Gorakhpur market of North eastern U.P.

Following are objective that we want to achieve:-

MAIN OBJECTIVE-

* To find out the market share of Coca-Cola products in the market in comparison to the

Pepsi product.

* To find out the current status of the Sales Generating Assets (S.G.A.)

SECONDARY OBJECTIVE-

* The find out the more potential market & retailers.

* To identify the satisfaction level of retailers in terms of Sales Generating Assets.

* To get the suggestions from retailers to improve the market share of Coca-Cola.

The whole survey was mainly based on retailers & distributor of the soft drinks.


RESEARCH DESIGN

RESEARCH DESIGN

Research Type : Exploratory Research

Data Type : Primary Data & Secondary Data

Data Collection Method : Personal Interview Method

Sampling Technique : Judgment Sampling

Sample Size : 200 Outlets

******


RESEARCH METHODOLOGY

Research is common parlance a scientific investigation for knowledgement. It can be

defined as a systematic effort to collect the valuable information's. A research can be carried

out by different methodologies, which have their own pros and cons.

The present project work aims to take the retailers response with respect to Coke

products and it distribution, to get the required data, a survey has been carried out in

Gorakhpur.

SURVEY PROCEDURE : Personal Interview Method

RESEARCH OBJECTIVE : Competitive Analysis of Coca-Cola

with Pepsi in Gorakhpur Market,

DEVELOPING RESEARCH PLAN:

SAMPLE UNIVERSE : Gorakhpur

Sample Unit : City Market

Sample Size : 200 Outlets

NAME OF DISTRIBUTOTS COVERED

1. Prabhat Agency, Gorakhnath

2. Mantu Agency, Girdharganj

3. Hari Om, Enterprises


SCOPE OF RESEARCH

Marketing Research is the function which links the consumer and public to the marketer

through information-information used to identify and define marketing opportunities and

problems; generate refine, and evaluate marketing actions; monitor marketing performance;

and to improve understanding of marketing a process.

Marketing management is interested in obtaining sales potentials for each of the

geographic markets its serves to help determine amount of sales efforts that should be

allocated to a specific market. Market os sales potential must be stated for a given product or

groups of products for a given area for a given period of time; usually a year.

In other word market potential is the maximum demand response possible for a given

group of costumers with in a well defined geographic area for a given product or service over a

specified period of time under well-defined competitive and environmental conditions.

Information from the survey will help management estimate its overall market share and

its share within individual markets. Management can use this information to evaluate past

achievements and to pinpoint market in which the firm’s progress has been noticeably above

or below average.

Information’s obtained by survey are useful because they can help managers determine

it past efforts have been successful in obtaining desired degree of distribution coverage and

support. It the firm’s market share objectives are not being attained, management are not

being attained. Management will have to know it the cause of the problem is poor consumer

response or inadequate distribution coverage and support.


These important information can help managers determine it past advertisement and

promotions have been successful in achieving the desired levels of awareness trade and

repurchase among target market members.

This can be useful troubleshooting information, specially it market share objectives are

not being met. In such a situation, management will want to know it the poor sales record

results from low consumer awareness of product, unfavorable attitudes toward the products or

low acceptance of the benefits and feature.

Information obtained by survey can be used in conjuction with information regarding

market share, market potential, distribution performance and consumer response. It market

share objective are not being achieved in a certain market, the problem is likely to result from

poor distribution coverage and/or poor consumer response. Management should first

determine which of these is the problem cause of the lower-than-expected market share. Then

by comparing the pattern of marketing expenditures in the problem market with the distribution

performance and consumer response information’s as associated with the market managers

may be able to pinpoint those parts of previous marketing plans that had not been given

sufficient budget or that had not been carried out as intended of that were not as effective as

intended.


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

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.

Some times respondents were not in a position to reply with fully confidence.


Topics

Sample Profile

Graphs &Tabulation of Primary Data

Interpretation & Findings

Conclusion

Suggestions


SAMPLE PROFILE

1. Total number of outlets

(Selected Area)

- 350

2. Number of outlet visited - 130

3. Number of respondent - 100

4. Sample Technique - Judgment Sampling

5. Universe of study - Gorakhpur city

6. Type of survey - Outlets

7. Sample unit - 150

8. Area of sample - Gorakhnath ,mohripur ,

Maniram,FCI road Bargadwa,

Kauriya jungle , peepi ganj.

FINDINGS


To convert the available data into useful information the analysis is done with

respect to different aspects.

Categorization of Retailers.

The first aspect here is to categorize the retail outlet into the monopoly counter of Coca

Cola & Pepsi.

CATOGORY OF RETAILERS

NO OF RETAILER PERCENTAGE

Coke Monopoly 66 15.5%

Pepsi Monopoly 74 18.5%

Both Available 264 66.0%


SHIV AGENCIESPROP. MR RAKESH

NAME OF AREA % OF COKE PRODUCTS % OF PEPSI PRODUCTS

Maniram 65% 35%

Bargadwa 54% 46%

Kauriya jungler 55% 45%

Mohripur 60% 40%

Peepi ganj 20% 80%

Gorakhnath 40% 65%

Where1. Maniram

2. Bargdawa

3. Kauriya jungle

4. Mohripur

5. Peepi ganj

6. Gorakhnath


R.K. AGENCYPROP. MR RAHEEM KHAN

NAME OF AREA % OF COKE PRODUCTS

% OF PEPSI PRODUCTS

Maniram 55% 45%

Bargdwan 48% 52%

Kauriya jungle 56% 45%

Peepi ganj 45% 55%

Gorakhnath 62% 38%

FCI Road 52% 48%

Humanyun pur 68% 32%

Gorakhnath Mandir 54% 46%

Where1. Maniram

2. Bargdwan

3. Kauriya jungle

4. Peepi ganj

5. Gorakhnath

6. FCI Road

7. Humanyun pur

8. Gorakhnath Mandir


PRABHAT AGENCY

PROP. MR VIRENDRA TIWARI


% OF PEPSI PRODUCTS

Mansrover 48% 52%

Rasulpur 56% 45%

Suraj kund 55% 45%

Gorakhnath 45% 55%

Rajendra Nagar 62% 38%

Bargdwa 52% 48%

Where1. Mansrover

2. Rasulpur

3. Suraj kund

4. Gorakhnath

5. Rajendra Nagar

6. Bargdwa


MANNTU AGENCIES

PROP. MR MANTU SINGH


% OF PEPSI PRODUCTS

Nanda Nagar 30% 70%

Kuranghat 40% 60%

Air Force 55% 45%

Singhadia 58% 42%

M.M.M.E.C. 40% 60%

Where1. Nanda Nagar

2. Kuranghat

3. Air Force

4. Singhadia

5. M.M.M.E.C.


SHREE RAM AGENCIES

PROP. MR RUPESH


% OF PEPSI PRODUCTS

Padri Bazar 25% 75%

Asuran Chowk 52% 48%

Gita Vatika 55% 45%

Rapti nagar 45% 55%

Shahpur 60% 40%

Where1. Padri Bazar

2. Asuran Chowk

3. Gita Vatika

4. Rapti nagar

5. Shahpur


HARI OM ENTERPRISES

PROP. MR MANOJ


% OF PEPSI PRODUCTS

Railway Station 58% 42%

Bus Stand 65% 35%

Mohaddipur 55% 45%

Charphatak 48% 52%

University 52% 48%

Where1. Railway Station

2. Bus Stand

3. Mohaddipur

4. Charphatak

5. University


GANESH AGENCIES

PROP. SHIVANG


% OF PEPSI PRODUCTS

Alinagar 60% 40%

Tarang 52% 48%

Durga Badi 51% 49%

Zafra Bazar 48% 52%

Beniganj 45% 55%

Andhiyari Bagh 55% 45%

Tiwaripur 60% 40%

Where1. Alinagar

2. Tarang

3. Durga Badi

4. Zafra Bazar

5. Beniganj

6. Andhiyari Bagh

7. Tiwaripur


The following picture can also represent market Share

Coke’s Market Share 51.893%Pepsi’s Market Share 48.106%

Comparison between Coke and Pepsi Market Share


CONCLUSION

SWOT ANALYSIS

The overall evaluation of a company’s 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.


STRENGTH

Thums-Up & Limca which are the product of Coke are having a reputation of "Swadeshi

Brand" in the consumers mind because of its tie-up with the Indian company Parle Exports.

Coke is having more number of bottling plants in compare to Pepsi that is why it has

a strong distribution network.

Coke is having four Cola brands i.e. Coca Cola & Thums-up Limca & Sprite covers

more target customers. Those consumers who prefer hard Cola drink choose

Thums-Up & Sprite & those who wants soft drink prefer Coca-Cola & Limca.

The packaging of Coca-Cola is in accordance to the taste of the rural people

because of its red color logo.

The no. of specific outlets for Coke is more compare to Pepsi. Thus larger markets

share in the area covered by Coke.

About 70 to 80% of consumers prefer the taste of the drinks of Coke Co.


WEAKNESSES

Less personal contacts with retailers.

Service is not good.

Company officials do not visits outlets regularly.

Less advertisements 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.


OPPORTUNITY

High growth rate for fruit drink market.

Gorakhpur city has a great population of youths in U.P.

Gorakhpur city has good market share of Slice in India.

Targeting the upper middle class for home take segment.

Coke must try to approach those outlets that are selling only Pepsi.

Seasonal sellers generally do not have proper cooling system. If they get a small fridge

then they can sell more.

If Coke covers the schools, office canteens, hotels & bars then it can get a regular

customer.


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.

The main threat to coke is from beverages like tea, coffee & fruit, juices.

It is very tough for Coke to get more market share since Pepsi is already having a very

good position in the mind set of consumer.

A larger number of retailers are not having any type of Sales Generating Assets from

Coke that results in lesser sales.


SUGGESTIONS

The company should move with societal marketing concept "The Societal Marketing

Concept holds that the organization's task is to determine the needs wants & interest of

target market and to deliver the desired satisfaction efficiently than competitors in a way

that preserves or enhances the consumer and Society's well being."

Retailers have emerged as major opinion leader and high retailer margin should be

given to motivate these retailers.

There should be proper allocation of each activity on the basis of city & population.

Specking should be changed and new attractive bottles should be introduced.

Advertising equipment of Coca-Cola product should be distributed properly among the

retailers.

There should be proper visit of Area Sales Manager at least once in a month to sort out

the problem of retailers like leakage replacement etc. & to motivate the retailers selling

only Pepsi.


BIBLIOGRAPHY

Books: -

Kotler, Philip, Marketing Management, Delhi, Pearson Education Pvt. Ltd.

Kothari, C.R., Research Methodology, New Delhi, Wishwa Prakashan Pvt. Ltd.

Websites :

www.coke.com

www.cococolaindia.com

www.tropicana.com

Magazine: -

Business World

Business Today

Newspaper: -

Economics Times


Topics

Specimen of Questionnaire (Retailer Survey)


QUESTIONNAIRE

RETAILER SURVEY

Questionnaire Format

Date: ……………

Name of retailer/shop ………………………………………………………………..

Address:

……………………………………………………………………………………....

1. How many soft drink companies are in the market?

…………………………..

…………………………..

………………………….

2. Do you keep all products of all these companies? (Y/N)……………

3. Which one is the largest selling brand?.…………………………………..

4. How many curettes’/cases you sell daily/week.

Brands

Coca Cola

Pepsi

5. Which brands customer ask for more

i. COCA-COLA

ii. PEPSI

iii. Others

6. In which company do you get more benefit

i. COCA-COLA

ii. PEPSI

iii. Other


7. Problem with distributor or something else

…………………………………………………………………………………………

Remarks ……………………………………………………………………………………………………………………


EDS SURVEY

In this survey we checked warm and cold stock of coke & Pepsi.

We also checked amtey & annual sales of cold drinks and water.

We tried to solve retailers problem and we checked sales promotion scheme is they getting.

We also checked sign board, wall painting, rack,stand rack, counter rack & poster.

In last I take consumer & retailers feedback.


EVERY DEALER SURVEYS.N. Outlet Names &

AddressPh. No. Type of

ChannelField Stock

Empty Stock

PET Juice Soda S.G.A. Signage Mkt. Share

CCI PCI CCI PCI CCI PCI CCI PCI CCI PCI CCI PCI CCI PCI CCI PCI


coca-cola gkp

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