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A SUMMER TRAINING PROJECT REPORT ON MARKET SHARE & DISTRIBUTION CHANNEL OF COCA COLA Submitted for the partial fulfillment of the requirement for the award of MASTER OF BUSINESS ADMINISTRATION Session: 2009-2011 SUBMITTED BY ASIF ROLL.NO : 0903270025

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Page 1: Coca Cola Hindystan Coca-Cola

A SUMMER TRAINING PROJECT REPORT

ON

MARKET SHARE & DISTRIBUTION CHANNEL OF COCA COLA

Submitted for the partial fulfillment of the

requirement for the award of

MASTER OF BUSINESS ADMINISTRATIONSession: 2009-2011

SUBMITTED BY

ASIF ROLL.NO : 0903270025

Page 2: Coca Cola Hindystan Coca-Cola

CONTENTS

ACKNOWLEDGEMENT

INTRODUCTION

DECLARATIONS

OBJECTIVE OF THE PROJECT

COMPANY PROFILE- COCA COLA

SOFT DRINK IN INDIA

DISTRIBUTION CHANNEL

RESEARCH METHODOLOGY

FINDINGS

SWOT ANALYSIS

RECOMMENDATION

BIBLIOGRAPHY

ANNEXURE - QUESTIONNAIRE

Page 3: Coca Cola Hindystan Coca-Cola

ACKNOWLEDGEMENT

Summer training is a bridge connecting the educational

qualification and the professional use. It is the path leading to

success by shouldering responsibilities under the careful guidance

of seniors and experienced Personnel without fear and failure.

It gives me immense pleasure to take the opportunity to

remember and thanks the personalities who have involved with

this project work. I express my thanks and deep gratitude who are

directly and indirectly associated in the completion of this project.

I would like to thanks to Mr. ______________________

(Assistant Sales manager), Hindustan Co-cola for assigning an

extremely challenging project thereby giving unique opportunity to

meaning full contribution of growing and vibrant organization like

Coca-Cola Ltd. guiding throughout the project, without his help

the project would have not added enough value. I am extremely

grateful for the time he spend from his busy schedule.

My sincere thank to Mr. Ajay Singh (Faculty–MBA, ABES,

Ghaziabad) all my friends for their support and help.

ASIF MBA-III SEM.

Page 4: Coca Cola Hindystan Coca-Cola

PREFACE

In summer the consumption of soft drinks is more due to hot

weather in this time chilled weather is needed everywhere and

every body irrespective of age difference. In the market peoples

not only need water, but they want same taste too. Here comes

the need of soft drinks: it has become an essential part of market

as people like it in addition to the bottles, now days packages of

soft drinks i.e. Tin cans. Pet packs of i.e. Litters canisters and

dispensers are introduced to enhance the impact in sales.

As an integral part as curriculum all B.BA a participant are required

to undergo a practical summer training in any industry for 6 to eight

week’s period. The main objective of this training is to supplement

theoretical knowledge with exposure to practical operator of an

organisation or industry. Candidate tale much help from this

training when he get the job after completed the curriculum in this

training candidate get the better opportunity to in meet the Retailer

conjurer, whale sellers dealer by which candidates gain more and

more information about the market. By this practical Experience

candidate confident level is improved. Consequently we can say

this training provide better understanding of all functional areas of

management skills.

Page 5: Coca Cola Hindystan Coca-Cola

INTRODUCTION

I did market research on the topic of market share of coca cola and

consumer behavior and channels of distribution. The reason for

selecting this topic by the company because company wants to

know his market share of coke after decreasing the selling price of

all flavors in coke in the compare of Pepsi and company start a

new flavor in 200 ml. So that company wants to know that how

much demand having this new launched flavor. This new launched

flavor very much preferred by consumer because its cost is only 5

rupees. So that most of person con spend enough less money and

can take enjoy of coke’s all flavor in 200ml.

Under channels of distribution company wants to know. The

distribution of coke in compare of Pepsi, and also wants to know

the retailer and whole seller are satisfied or not and also wants to

know that how much retailer purchase coke by coke vehicle and

how much retailer purchase coke by its own dealer. That’s why

these topic given by company.

Page 6: Coca Cola Hindystan Coca-Cola

OBJECTIVE OF THE STUDY

The objective of my training in HINDUSTAN COCA-COLA

Meerut Road, Ghaziabad is to do consume survey in (Muradnag,

Modinagar, Ghaziabad main City in order to find out Market Share

Of Coca Cola And Chanel Of Distribution it means we have to find

that what is the market share of coca cola in the market and what

is the market share of his competitor Pepsi and we have to find

that customer take coca cola brand from company vehicle or from

dealer.

Page 7: Coca Cola Hindystan Coca-Cola

COMPANY

PROFILE

Page 8: Coca Cola Hindystan Coca-Cola

DOUGLAS N. DAFTChairman of the Board and Chief

Executive Officer

The Coca-Cola Company

Douglas N. Daft was elected chairman, Board of Directors, and chief

executive officer of The Coca-Cola Company on February 17, 2000.

Mr. Daft is the 11th chairman of the Board in the history of the Company.

Mr. Daft, 60, joined the Company in 1969 as planning officer in the

Sydney, Australia office. He held positions of increasing responsibilities

throughout Asia and in 1982 was named vice president of Coca-Cola Far

East Ltd.

In December 1988, Mr. Daft was named president of the North

Pacific Division and president of Coca-Cola (Japan) Co., Ltd. He moved to the

Company's Atlanta headquarters

in 1991 to assume the responsibility of president of the Pacific Group

and in 1999 his responsibilities were expanded to include the Company's

Africa Group, and Schweppes Beverage Division, as well as the Middle and

Far East Group.

Mr. Daft was elected president and chief operating officer of The

Coca - Cola Company in December 1999.

He serves on the boards of Sun Trust Banks, the Boys & Girls

Clubs of America, Catalyst, the CERGE-EI Foundation(Center for Economic

Research and Graduate Education - Economics Institute) in the Czech

Page 9: Coca Cola Hindystan Coca-Cola

Republic, the Lauder Institute for Management and International

Studies at the University of Pennsylvania, the Prince of Wales

International Business Leaders Forum, the Grocery Manufacturers of

America, the British - American Chamber of Commerce, the G100, the

Woodruff Arts Center, the Commerce Club, and the McGraw-Hill

Companies. Mr. Daft is a trustee of Emory University, the American Assembly

and the Center for Strategic & International Studies. He is also a member of

The Trilateral Commission, The Business Council, and The Business

Round table.

Mr. Daft received a bachelor's degree in mathematics from the

University of New England and a post-graduate degree in administration

from the University of New South Wales. He holds an honorary doctorate

in international law from Thunderbird, The American Graduate School of

International Management.

Page 10: Coca Cola Hindystan Coca-Cola

BOARD OF DIRECTORS

Douglas N. Daft

Chairman, Board of Directors, and Chief Executive Officer

The Coca-Cola Company

Herbert A. Allen

President and Chief Executive Officer

Allen & Company Incorporated

(a privately held investment banking firm)

Ronald W. Allen

Consultant to, Advisory Director, and former Chairman of the Board,

President, and

Chief Executive Officer, Delta Air Lines, Inc.

Cathleen P. Black

President

Hearst Magazines

Warren E. Buffett

Chairman of the Board and

Chief Executive Officer

The diversified holding company

Berkshire Hathaway Inc.

Page 11: Coca Cola Hindystan Coca-Cola

Barry Diller

Chairman of the Board and

Chief Executive Officer

USA Interactive

Susan B. King

President, The Leadership Initiative

(nonprofit consultants for leadership education) Duke University

Maria Elena Lagomasino

Chairman and CEO

J.P. Morgan Private Bank

Donald F. McHenry

Distinguished Professor in the Practice of Diplomacy and International

Affairs at the School of Foreign Service

Georgetown University

Robert L. Nardelli

Chairman of the Board, President, and

Chief Executive Officer

The Home Depot, Inc.

Sam Nunn

Senior Partner in the law firm of King & Spalding

Co-chairman and Chief Executive Officer,

Nuclear Threat Initiative (NTI)

Page 12: Coca Cola Hindystan Coca-Cola

J. Pedro Reinhard

Executive Vice President and

Chief Financial Officer

The Dow Chemical Company

James D. Robinson III

Co-founder, Chairman and CEO of RRE Investors, LLC and General

Partner of RRE Ventures GP II, LLC

(private information technology venture investment firms)

Peter V. Ueberroth

Chairman, Contrarian Group, Inc.

and Co-Chairman, Pebble Beach Company

Page 13: Coca Cola Hindystan Coca-Cola

AROUND THE WORLD

Although Coca-Cola® was first created in the United States, it quickly

became popular wherever it went. Our first international bottling plants

opened in 1906 in Canada, Cuba and Panama, soon followed by many more.

Today, we produce more than 300 brands in over 200 countries. More than 70

percent of our income comes from outside the U.S., but the real reason we

are a truly global company is that our products meet the varied taste

preferences of consumers everywhere

OUR PARTNERS

The Coca-Cola Company works with a wide variety of organizations to

support health, fitness and good nutrition. Visit these sites for more

information about positions, programs and activities.

The Coalition for a Healthy and Active America (CHAA) CHAA was

formed in 2003 by concerned organizations and national leaders to

educate parents, children, schools, and communities about the critical roles

physical activity and nutrition education play in reversing the alarming trends

of childhood obesity. As a non-profit national grassroots coalition, CHAA is a

vigorous advocate for developing healthy and active lifestyles for America's

youth.

CHAA is committed to working with schools to rededicate time for

physical fitness; giving parents the freedom to help their children make their

own nutritional choices; building school-business model relationships that

benefit our families by supporting healthy and active lifestyles; and finding

solutions to childhood obesity that are both responsible and realistic

American Council for Fitness and Nutrition The American Council for

Fitness and Nutrition (ACFN) is a group of food, beverage and consumer

products companies, not-for-profit organizations and trade associations

working together to improve the health of all Americans, particularly youth, by

Page 14: Coca Cola Hindystan Coca-Cola

encouraging a healthy balance between fitness and nutrition. The cornerstone

of all ACFN initiatives is the idea that lasting solutions to the nation's obesity

problem must be based on sound science and behavioral research. Such

policies are likely to help parents and their children develop eating and

exercise habits that lead to a healthier life.

Grocery Manufacturers of America The Grocery Manufacturers of

America (GMA) represents the food, beverage and consumer products

industry on key issues that affect the ability of brand manufacturers to market

their products profitably and deliver superior value to the consumer.

International Food Information Council (IFIC) Foundation The IFIC

Foundation is a public education foundation disseminating sound, science-

based information on food safety, nutrition and health.

International Life Sciences Institute Founded in 1978, the International

Life Sciences Institute (ILSI) is a nonprofit, worldwide foundation that seeks to

improve the well-being of the general public through the pursuit of balanced

science. Its goal is to further the understanding of scientific issues relating to

nutrition, food safety, toxicology, risk assessment, and the environment by

bringing together scientists from academia, government, and industry.

Kidnetic.com

Kidnetic.com is a fun, interactive Web site that emphasizes healthy living

achieved through a balance of physical activity and responsible eating habits.

The Web site gives young people and their parents the tools and ideas to help

change habits and plant the seeds for healthier families tomorrow.

Kidnetic.com is a program of the International Food Information Council (IFIC)

Foundation.

National Association for Sport and Physical Educationsociation for Sport and

Physical Education seeks to enhance knowledge and professional practice in

sport and physical activity through scientific study and dissemination of

research-based and experiential knowledge to members and the public.

Page 15: Coca Cola Hindystan Coca-Cola

National Soft Drink Association The National Soft Drink Association (NSDA) is

the trade association for America's soft drink industry, serving the pub.

VARIOUS BRANDS OF COCA-COLA COMPANY

AA&W * Ades Alive AlmdudlerAmbasa American Andifrut Andina NectarAqua Aquactive Aquana AquariusAqvaris Arwa Aybal  BBacardi Mixers Barq's Beat BelteBeverly Bibo Bimbo Bimbo BreakBistrone Bjare BlackFire Bom Bit MaesilBonaqua/Qa BPM Bright And Early BurnBuzz      Ccaffeine free Coca-Cola

caffeine free Coke light/diet Coke

Cal King Calypso

Canada Dry * Canning's Cappy CapriceCarvers Chafresco Chaho CharruaCheers Cherry Coke Chinotto Chinotto LightChippewa Chivalry Ciel CitraCoke II Coca-Cola Cocoteen Cresta *Cristal Crush * Crystal Cumberland Gap

DDannon * Dasani Water Delaware Punch DESCA

diet A&W * diet AlmdudlerDiet Andina Nectar/Andina Nectarlt

diet Barq's

diet Canada Dry * diet Charrua diet Cherry CokedietCoke/Coca-Cola light

Diet Coke/Coca-Cola light with lemon

diet Crush * diet Dr Pepper * diet Fanta

diet Inca Kola diet Kia Ora * diet Krest diet Lift

diet Lilt diet Mello Yellodiet Minute Maid Soft Drink

diet Mr Pibb

diet Nestea Cooldiet Nestea/Nestea Light

diet Oasis * diet Schweppes *

diet Sprite/Sprite Light

diet Squirt * diet Tai diet Vanilla Coke

Disney Hundred Acre Wood

Disney Extreme Coolers

Dorna Dr Pepper *

Drim      

Page 16: Coca Cola Hindystan Coca-Cola

E

Eight O’clockEight O’clock Fountain

Eight O’clock Litro Pack

Emblem

Eva Evian *    

FFanta Finley Fioravanti Five AliveFontana Fraser & Neave Freezits FrescaFrescolita Freskyta Frestea FriscoFrugos Fruit Labo Fruit Tree FruitiaFruitopia Fruitopia Tea Fruktime FrutinaFrutonic Funchum    GGeorgia Georgia Club Georgia Gold Gini *Gira Gold Spot Grand Blue GrapetteGuarana Jesus      HH2OK Hanul Yeon Cha Hawai Hi Spot *Hi-C Hit Horizon HuangIIce Cold Mix Ice Dew Ice Mountain Inca KolaItu Izvorul Alb    JJaz Cola Jet Tonic Jinmeile Jolly JuiceJoy Jurassic Well    

KKapo Axion Kapo Kapo Super Power Kia Ora *Kilimanjaro Kin Kin Light KinleyKMX Kochakaden Koumi Soukai KrestKuat Kuat Light Kuli  L back to top Leafs Lift Lilt LimcaLimonade Linnuse Love Body  M back to top Maaza Mad River Magnolia Magnolia FunchumMagnolia Zip Manzana Mia Marocha Master ChillMaster Pour Mazoe Meijin MelloMello Yello Mer Mezzo MiamiMickey Mouse Migoro-Nomigoro Milo Minaqua

Minute MaidMinute Maid Juice To Go

Minute Maid Soft Drink

Mireille

Page 17: Coca Cola Hindystan Coca-Cola

Mr Pibb      NNagomi Nalu Namthip Water NatuaNectarin Nescafe Nestea Nestea Cool

Nestle Nevada New VegitabetaNihon Alps Mori No Mizudayori

Nordic Mist Northern Neck Nusta  OOasis * Odwalla OK Old Colony *PPaani Parle Pepe Rico PilskalnaPlanet Java Play Pocket Dr Poiana Negri

Poms PonkanaPonkana Litro Pack

Pop

Portello POWERade POWERade Light Private LabelPulp Pump    QQoo Quatro    RRamblin' Root Beer

Real Gold Red Flash Red Lion

Refresh Tea Rimzim Rio Ripe N ReadyRisco Riwa Roses * Royal TruSSamantha Samurai Santiba SantolinSarsi Saryusaisai Schweppes * Seagrams *Seasons Seiryusabo Seltz SensationSensun Senzao Shock SimbaSimply Apple Simply Orange Slap SmartSokenbicha Solo * Sonfil Soonsoo

Sparkle SparlettaSparletta Iron Brew

Splash

Sport * Sports Plus Sprite Spur *Squirt * Stoney Ginger Beer Sun Valley SunfillSunkist * Supa Superkools SurgeTTab Tab Clear Tab X-Tra Tahitian Treat *Tai Tasters Choice Tavern Tea World CollectionThums Up Tian Yu Di Tiky * TopToppur Tropical Tuborg TurkuazTutti *      UUrge      VVanilla Coke Vegitabeta VICA VitaVital Vital O Vitingo  WWannabe Water Salad Wink * Winnie the PoohY

Page 18: Coca Cola Hindystan Coca-Cola

Yangguang Youki Yumi  ZZip      * In Select Markets  

HISTORY OF COLA

The cola industry has phenomenal possibilities for rocketing profit

growth inspite of the sign of relief heaved by the manufacture at

the abrupt sensational termination of coca cola monopoly the

tastes of cola is by no means extinguished the coca. Cola have a

status symbol to it..., generated by the sub standard, penetrated,

advertising and extensive distribution network.

Total soft drink segment is growing at the rate of 10% per year still

if international standard area considered the per capita

consumption of three serving in rock bottom, less than even our

neighbours Pakistan and Bangladesh, where it is four more as

much. So with kind of a market potential coke entered in India in

1991 after the permissions of setting up Britico Food company to

coke was granted by the government in Pune in 1992 the plant

was established for is deducted then the bottle are taken out of the

line and cleaned again or rejected.

The most important step is the mixing of drink concentrate

dissolved in the soft water the sugar syrup at the same time.

Carbon dioxide is passed in the drink to produce a fizz.

Page 19: Coca Cola Hindystan Coca-Cola

After the crowing of the bottle the crown contains the

manufacturing data batch number and Time.

After crowing the bottle, the bottle comes again at checking screen

for checking the bottle.

THE PRESENT POSITION COKE IN INDIA

Coke is a house holds name and is the lips of every one. In

present time every person know the name of coca cola since india

is one of biggest market and sultry summer from march the end of

october and huge population has immensely helped in the sales

the sales of coke in india and its making it more economical.

Last years, the market share of Coca Cola was not specific. In this

year company’s top management adopted new policy and

decreased the rate of all brands of coke. By this decision top

management determined the rate of 300 ml / 7Rs. And they made

a new brand of 200 ml determine the rate of this brand 5Rs. By

which medium size family and lower level family can be taken the

enjoy of coke. By this decision company’s marketing share has

been increased.

In present time coke is captured approximate 70% market share in

cold Dinks line. Now coke has defeated all the soft drinks

company. According to service and according to advertising coke

has appropriate position.

Page 20: Coca Cola Hindystan Coca-Cola

It has now emerged as the winner and has a good image in the

market.

Coke has even sponsored the wills cricket world cup 96 at an

estimated cost of 26 crores.

PRODUCTION PROCESS OF SOFT DRINK

The production process is highly mechanical is and automatic the

raw material required for soft drink are concrete sugar syrup and

treated bottled the entire process take in the following steps.

The first step in the production involves conversion of hard water in

the soft water.

The next step is the preparation of sugar syrup in the plant itself

the content of the syrup various according to the brand prepared

the syrup at most can be stored for 4 hours.

Then the bottle is cleaned thoroughly before is done with steam

water jets and caustic soda.

Bottle are then moved on a conveyor belt in a line and are closely

examined in case some impurity is left. It the impurity the

concentrate coke is not a now product for the indian it was there in

india till 1977 but had to leave india on mass demonstration led

against it, instigated by the local brands it was leaded by Mr.

George Fernandes in Agrain UP so when the programme of re-

launching was made, it was again (where it was made o leave the

country), on the 24th October 1993 in order to a strong hold in the

Indian market, it signed a pact with Mr. Ramesh Chauhan of Parle

Page 21: Coca Cola Hindystan Coca-Cola

exports. Thumps Up, Limca, Gold Spot, Citra, Maaza, Bisleri Club

Soda etc. at a cost of $40 million by doing so they gripped the

Indian market of soft drinks and captured 65% of the entire soft

drinks much that the competition was tougher and commodities

was of the same standard. So the going was more tougher, but still

it has managed to gain and keep in.

KNOWLEDGE ABOUT FLAVOR

Soft drinks a mixture of co2 +sugar + concerted + soft water

How to prepare soft drinks.

Making of soft drink have the following process.

1. Bottle was her machine - It is a big machine controls three

compartment. All the empty bottles, which collect from the

market wash in this machine and prepare for retelling at new

drinks.

2. Water treatment plant – In this machine hard water converted

into soft water which mix with converted and also treated for

drinking.

3. Mixer – In this machine prepare mixture of flavor and sugar.

4. Co 2 - Paper co2 gas.

5. Filler - In this machine fields the empty bottle soft drinks. This

machine have three nasals one for co2 one for tretted soft water

and one for flavor. This three nasals together which we drink in

market.

Page 22: Coca Cola Hindystan Coca-Cola

What is cola?

Originally it was the caffeine extract of cola not grown in Brazil and

syria, a commodity new banned for imports. So India manufactures

have to resort to synthetic substitute for it. Thumsup contains coffin

extract was not been used parliament recorded that three are no

means determining whether a cola contains coffin and from what

source the manufacturing are there fore with in their rights to call

their drinks cola although its accept once as such depends on its

consumer.

Coca Cola- Coke is cofferine extract of Cola net grown in Brazil

and Syria Coca Cola is the main flavor. Of coke company. The

colour of coca cola beverage is black. It is very much asked by its

user.

Thums UP - It contains coffeine extract and sugar it is also a sub

flavor of Coca Cola. It was Domestic Brand but in present time

Thums up came under the Coke Thums up merged in coke. It is

also has some colour beverage. It is also asked by its brand Loyal

person.

Coke = Coke, Thumsup Pepsi = Pepsi

Clear lemon

sprite is a clear lemon beverage. It is a basically lemon based

drinks contents no fruit juice contents added flavour. In the place of

sprite pepsi produce 7up and dew.

Page 23: Coca Cola Hindystan Coca-Cola

Coke = Sprite Pepsi = 7UP, Dew

Cloudy lemon

Limca comes under the cloudy lemon. It is a basically lemon based

drinks contents no fruit juice contents add flavour. Limca is having

very much brand Loyalty in all other Cold Drinks.

Coke = Limca Pepsi = Lemon Mirinda

Mango Flavour

Maaza comes under the Mango Flavour. It is a basically mango

based drinks make with mango pulp and sugar. Under coke three

types of Maaza Produce.

Coke – mango maaza Pepsi = Mango slick

Orange maaza

Pineapple maaza

Orange Flavour

Fanta comes under the orange flavour. It is a basically orange

Fanta based pure culd drink. It has three varity.

Coke – Orange Fanta

Green Fanta

Water Melon

Soda – It

It is basically co2 water base drink.

Kinely water -

Page 24: Coca Cola Hindystan Coca-Cola

It is pure kinely water.

FLAVOUR CHART

In Present time there are 52 brands available in the N.M. Soft

Drink Pvt. Ltd.. The chart has been given below: -

Pack 200ml 250ml 300ml 500ml 1000 1500 2000 330ml

Coke Pm C C C C C C

T Om T T T T T T

Li Wm Li P F L L L L

F F F Li F F F F

S S T S S S S

So So

C

Glass Bottle T

L

F

PET – Plastic bottle (NRB)

NRB Non Retable bottle

RGB = Returnable glass bottle

Page 25: Coca Cola Hindystan Coca-Cola

C= Coke

T = Thumsup

Li = Limca

F = Fenta

So = Soda

Page 26: Coca Cola Hindystan Coca-Cola

PRACTICAL WORK

Coke Pepsi

Cola Cola

(Pepsi)

Coca Cola Thumsup

Orange

(Fanta) Orange

(Mirinda)

Fanta Orange Fanta Green Apple

Fanta Water Malon

Clear lemon Clear Lemon

(Sprite) (7UP)

Cloudy lemon Cloudy Lemon

(Limca) (Lemon Mirinda)

Fruit Fruit

(Maaza) (Slice)

MAAZA ORANGE MAAZA LEMON Maaza Pineapple Soda

Soda (Lehar Evervess)

(Kinley)

Kinley Water Kinley Water

(Kinley) Aquafina

Page 27: Coca Cola Hindystan Coca-Cola

CHANNEL OF DISTRIBUTIONOUT LINE DYGRAM OF DISTRIBUTION CHANNEL OF COCA COLA

Company

Manufacturing goods

Distributors

Dealer Company

Vehicle

Retailer Retailer

Consumer Consumer

Page 28: Coca Cola Hindystan Coca-Cola

DISTRIBUTION CHANNEL

Distribution means supply of goods from company to its ultimate

user. After manufacturing the product the important work for the is

to provide its goods to its ultimate user at the right time and when

manufacturing process has been over. Than marketing work will

be start by the marketing Department adopt the policy for providing

goods to the consumer at the right time and place. Distribution

means the way be which the product reach to the hand of

consumer these all process comes under the Distribution of

Network. Good distribution network is essential for more sailing

and customer satisfaction. If customer or retailer is not satisfy of

your distribution net work. It reflect that company’s Distribution is

not good and some thing is wrong any when.

The Distribution of Coca Cola of best. Company don’t want to take

any type of risk so they have made the distributor in different 2

areas. Distributor take the flavors from the company and deposit

all the payment in advance by this process company get all the

money at the right time. Distributor establish all the goods in bare

house company is appointed 2 or 3 executive for marketing.

Executives are getting the salary from company. But sales man

helper, loader, appointed by the Distributor. Distributor is liable to

give the salary to the sales man helper, loader and clerk the sales

man do the work under the pressure of Executive.

Page 29: Coca Cola Hindystan Coca-Cola

From the bare house company launch the flavors in the market.

The flavor reach in the market to the retailer by two medium.

1) By the company vehicle

2) Dealer

Company vehicle and dealers both provided the flavors to the

Retailer.

Retailer sales the flavor to the consumer. This is the good

marketing strategy.

Page 30: Coca Cola Hindystan Coca-Cola

SOFT DRINK MARKET IN INDIA

Today India is one of the most potential markets, with population of

around 900 million people, the Indian soft drinks market was only

of 200 cases per year. This was very low even compared to

Pakistan and Philippines. Population and potential market are two

major reasons for major multinational companies of entering India.

They feel that a huge population coupled with low consumption

can only lead to an increase in the soft drink market. Another

increase in the sale of soft drinks in the scorching heat and the

climate of India, which is suitable for high sale of soft drinks. All

these factors together have contributed to a 30% growth in the soft

drinks industry. If the demand continues growing at the same rate,

within two years the volume could touch 1 billion cases. All these

factors are the reasons for the entry two giant of the soft drink

industry of the world to enter the Indian market. These two giants

Pepsi and Coca-Cola, Themselves share 96% of the soft drink

market share. Rest is shared by Cadbury’s Schweppes, Campa

Cola and other soft drink brands. But was the scene same 20

years ago? The answer is No. 1970 was the year of pure soft

drinks Campa cola and Parle people (Thums up and Limca).

Soft drink consists of a flavor base, sweetener and carbonated

water. In general terms non-alcoholic drinks are considered as soft

drinks this name soft drink was given by americans as against

hard which is mainly alcoholic.

Page 31: Coca Cola Hindystan Coca-Cola

The major participants involved in the production and distribution

of soft drink are concentrate and syrup producers, bottlers and

retail channel. Concentrate producers manufacture basic soft drink

flavours and retail channel refers to business location that tells or

serves the products directly to consumers.

Soft drink is not a product, which a person plans to buy before

hand, but is an impulse purchase. Lots of sale depends upon the

strength of merchandizing done at the point of sale.

It all begin in 1977, a change in government at the center led the

exit of coca-cola which preferred to quit rather to dilute its equity to

40% in compliance with the Foreign Exchange Regulation Act

(FERA). The first national cola drink to pop up was double seven.

In the meantime, Pure Drinks, Delhi on coke’s exit, switched over

to Campa Cola.

The beginning of 1980’s saw the birth of another cola drink, Thums

up, Parle the Gold spot people, launched it in 1978-79, as

“Refreshing Cola”. By the mid-eighties Mc Dowells launched Thrill,

and by the late eighties there was Double Cola, which entered in

India market, as a NRO-run out fit with its plant in Nasik

{ Maharastra }, in 1978 Parle, Indian soft drink’s market (share

33%) with its gold spot and Limca brands. Later Thums Up also

started Thums Up. At the same time the threat to the Indian soft

drinks was that of fruit drinks. In 1988, fruit drinks market was

valued at Rs. 40 crores and grew at the rate 20%.

Page 32: Coca Cola Hindystan Coca-Cola

Coca-Cola entered Indian by buying up to 69% of the 1,800 crore

soft drink market { i.e. 5 Parle Export brands of Thums Up’s Limca

Gold spot, Citra & Maaza }.Today the scene has changed making

it a direct battle between two giant Coca-Cola and Pepsi. The

picture will become clearer by looking at the India market shares in

the beverage industry.

One of the strongest weapons in Coke armory is the flexibility it

has empowered its people with. In Coke every employee, may he

be a manager or salesman, have an authority to take whatever

steps he or she feels will make the consumers aware of the brand

and increase its consumption. Thus Coke believes in establishing

and nurturing creditability of the salesman and making

commitment to grow business in accounts. All these factors

together led to a high growth in the Indian market and constantly

increasing market share.

Page 33: Coca Cola Hindystan Coca-Cola

COMPETITIVE ARENA

The soft drink market all over the world has been witnessing a

neck to neck battle between the two major players, Coca-Cola and

Pepsi since the very beginning. The thirst quenchers are trying

hard to have the major chunk of the pie of carbonated soft drink

market. Both the players are spending their energies in building

capacity, infrastructure, promotional activities etc.

Coca-Cola being 11 years older than Pepsi has dominated the

scene in most of the soft drink markets in the world and enjoying

leadership in terms of market share. But the Coca-Cola people are

finding it hard to keep away Pepsi, which has been narrowing the

gaps regularly. The two are posing threats to each other in every

nook and corner of the world. While Coca-Cola has been earning

most of its bread and butter through beverage sales, Pepsi has a

multi products portfolio with some portion from the same business.

The two warriors are face to face once again here in india with

different strategies and tactics to attack the rival. Coca-cola is

focusing upon the joint ventures with the existing bottlers { fobo }

franchise owned bottling operations to enhance its control on

manufacturing and marketing of its products range and attain the

quality standards of its class.

Page 34: Coca Cola Hindystan Coca-Cola

Countering it pepsi has taken the battle in its own hands by floating

as investment of $ 95 billion to set pepsi company. India holdings,

as subsidiary for { cobo } company owned bottling operations. Both

the companies are following different path to reach the same

destiny i.e. To fetch the bigger portion of aerated soft drink market.

Both consider india a huge potential market, as per capita

consumption here is a mere 3 serving annually against the world

average of 80. Therefore, they are putting in their best efforts to

woo the indian consumer who has to work for 1.5 hours to buy a

bottle of soft drink. In comparison to the international norms

minutes, a major hurdle to cross over for both the athletes for

getting no.1 position comparison to the inter. Coca-cola is well set

with its 53 bottling sites through out the country giving it an edge

over competition by processing a well-built bottling and distribution

set-up. On the other hand, pepsi, with two more years in india, has

been able to set an image of a winner in india and has been able

to get the pulse of the india soft drink market. The soft drink giants

are leaving on stone unturned and her for the long terms.

Coca-cola has been penetrating the market through its wide

product range with a determination to change consumption pattern

Page 35: Coca Cola Hindystan Coca-Cola

of soft drink in india. Firstly, they upgraded the whole industry by

introduction 300 ml bottles, which in turn had given the industry a

booming growth of 20% as compared to the earlier 5%. They want

to develop a coca culture here and are working on a strategy to

offer soft drink in every possible package. In coca-cola camp, the

idea of competition has not come from pepsi, but from the other

beverages such as tea, coffee, nimbu pani, water etc. Pepsi is

quite aggressive in its approach to indian consumer. They are

desperately working on the strategy to be winners in the hot cola

war between two big barons. According to pepsi philosophy, it’s

the madness that encourages executive to think, to conjure up

those creative tactics to knock the fizz out their competition. Pepsi

had plumbed a large on the visibility of its blue red and white logo.

They have been going with aggressive marketing by putting amir

khan, akshay kumar and their advertisement to endorse their

brand, the role models for its targeted consumer the teenagers.

They have increased the fizz in the market place by introducing the

dispensers called fountain pepsi and has been enjoying a lead

over its rival there.

Page 36: Coca Cola Hindystan Coca-Cola

Coca-cola on the other hand, has been working on the saying slow

and steady wins the race’s side by retailing to every more of its

competitor. They have procured the shield of thums up with a

handsome market share in indian soft drink market.

Countering pepsi’s international commercial that used two

chimpanzees to cock a snoop at coke, thums up come with the ad

line, don’t be bandar, taste the thunder. Also thums up has been

positioned now very near to that young image of pepsi and giving it

a though time.

These cool merchants have put everything on fire. It coke got the

status of the official drink of wills. World cup, pepsi blushed as

nothing official about it. As thums up projected as ‘saaree jahan se

achcha’ pepsi was passionate enough with ‘freedom to be’ and

now the “yeh dil mange more” when thums up came with thunder

blast, the other offered ‘pepsi stuff card’. If red is meant for coke,

pepsi has chosen to be blue.

Page 37: Coca Cola Hindystan Coca-Cola

COKE’S MARKETING STRATEGIES

Coke decides on its marketing strategies at a national level and

lends them a local flavor. For example, while festival mood plays a

strong role in marketing, it is activated for Durga Puja in Calcutta,

Dandiya in Gujarat, etc., Coke has its focus on the youth market in

India.

As a first step toward catching the attention of the youth, coke

signed on cricket heroes Saurav Ganguly and Javagal Srinath.

It slowly started talking about youth passions like cricket, films,

festivals and food. Soon the advertisements started giving the

message, “Eat Cricket, Sleep Cricket, Drink only Coca-Cola”

And now it has started modifying film hits to frame catch lines that

appeal to the youth. This particular strategy has worked well for

coke.

Coke is focused on distribution to ensure that its products are

within customer’s reach. And it saves its focus has begun to pay it

dividends. As per mid-1998 figures coke is selling as many bottles

in the hinterland of punjab as it does the four metros.

Page 38: Coca Cola Hindystan Coca-Cola

THE FUTURE OF COCA COLA

While doing business overseas offers coke wonderful growth

opportunities it also has its own disadvantages. The economic

slowdown in various overseas markets and the strong dollar had

their impact on coca-cola revenues and bottom line in 1998. But

the company optimistic about the future.

M Douglas Investor, the Chief Executive Officer of the Coca-Cola

Company says, “This past year 1998 has been a challenging

period for the Coca-Cola Company as economic environment

became more uncertain in the later part of 1998, we strongly

believe that our fundamental opportunities for long term growth

have not changed”.

As long as maximization of share holder wealth remain Coke’s

focus for its future is assured Goizueta had stated and proven to

the world that focus on shareholder wealth does more good to the

company than focus on revenues and it is not that coke does not

enjoy volumes for it is world’s No.1 soft drink manufacture. It is not

content with this title and is aiming at higher volumes year after

year. Surely coke will continue to grow. Point on Roberto had

reduced the company basically to its trademark and the returns are

so astronomical as to be off the boards. It just absolutely added a

jet engine to their performance.

Page 39: Coca Cola Hindystan Coca-Cola

COCA COLA GLOBALIZATION STRATEGIES

The coca-cola company is global player and approximately 70 %

of its volume and 80 % of its profit come from outside the united

states of america. Although it was perceived as a standardized

brand across the world, coca-cola had been quietly fine turning its

international marketing strategies to suit the needs of individual

national markets. Only the brand coca-cola, sprite and fanta were

marketed globally. In latin america and europe, where a heavy

consumer preference existed for lemon lime and orange sodas.

Coke had developed a wide range of formulations and flavors to

cater the needs of different countries. In ei salvador and

venezuela, a version of fanta called fanta kolita a cream soda type

of drink became extremely popular. Similarly, in indonesia coke

had been selling pineapple and banana limca, maaza and thums

up in 1993.

Page 40: Coca Cola Hindystan Coca-Cola

A 100 YEARS OF THE CURVY GLASS BOTTLE OF COCA COLA

Coca-Cola Company marks a mile stone on Wednesday, 24th

March 1899 Chattanooga; Tenn where its first bottling plant was

started 100 year ago by two men struck one of the most lucrative

business deals in US history.

Joseph whitehead and benjamin thomas offered coca-cola

company owner asia candler a dollar for the right to bottle soft

drinks in 1899. Today 1 billion soft drinks are sold each day in

more than 200 countries around the world.

Candler had purchase what would become the cola company for

$2,300 eight years earlier from john pemberton, an atlanta

phamacist who astonished the world.

Candler though the bottling venture would never succeed, but he

signed the contract with white head and thomas any way, “and the

rest is history”, bob lovell, vice president of marketing for coca-cola

bottling company. United inc., said in telephone interview from

chattanooga.

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Lovell said thomas had seen cuban fields hand drinking pina fria

a pineapple beverages, from bottles while he was

Stationed in cuba during spanish american war. When he returned

to chattanooga, he decided to pitch the idea of bottle soft drinks to

coke, which was then sold only as a fountain beverage.

“it occurred to him that coca-cola in bottles would be very

popular”, lovell said, “mr. Candler did not see any future in it

because the containers were not sound, but that’s how it all came

about. “thomas and whitehead promised to pay one dollar for the

right to bottle coca-cola, but legend has it that no money changed

hands.

Page 42: Coca Cola Hindystan Coca-Cola

COKE’S BOTTLING STRATEGIES

In the soft drink business the bottlers are responsible significant

extent for ensuring the availability of the products. Bottlers are

supplied with concentrate to which they add aerated water and

bother ingredients before packing and sealing either cans or

bottles. Bottlers play a strategic role in the success of soft drinks

companies and this was not far from Goizueta’s mind.

In 1986 the company merged some of its company owned bottling

operations with two large ownership groups that had been put up

for sale. All these bottling activities were combined to from its own

subsidiary Coca-Cola Enterprises (CCE) to handle bottling

operations. The Coca-Cola Company took 49 percent equity stake

in Coca-Cola Enterprises enabling it to retain its own balance

sheet.

Page 43: Coca Cola Hindystan Coca-Cola

PROMOTION : THE COCA-COLA WAY

Goal for the 90’s

“TO PLACE COCA-COLA WITHIN AN ARM’S REACH OF

DESIRE.

Consumer activity clusters :-

Grocery shopping

Other shopping & services

Eating and drinking

Entertainment / Recreation / Leisure

Travel / Transportation / Hospitality

Educational

At Work

The 3A’s :-

The strategy for reaching in creasing numbers of consumers in

India is based on the belief that consumers will buy our products it

they are Available, Affordable and Acceptable.

Strategies for the 3A’s

Focus on the consumer and customer.

To provide quality customer services, and caring about the

quality of performance in respective jobs.

Caring enough about what we do, to it the best we know how.

Page 44: Coca Cola Hindystan Coca-Cola

The 3A’s is Coca-Cola underlying strategy for meeting its goal to

reach increasing numbers of consumer’s. How does coke position

its limited resources to help meet its good. Let us explore the

specific ways in which the Coca-Cola system addresses each of

the 3A’s :-

Availability

Some of the ways in which the Coca-Cola Company hopes to

increase availability of its product include improved or innovative

packaging, dispensing systems, distributions system, marketing.

Affordability

The ways to address affordability include pricing decisions, as well

as resource management. To make its product available at a price

affordable to the consumer. Continually processes more efficient

and therefore more cost-effective.

Acceptability

Making coca-cola brand products the beverage choice for any

occasion’s depends on a variety of strategies to reach the target

audience. The common strategies adopted to effect acceptability

were though sponsorships, promotion youth market activities,

community programs, and other activates.

Page 45: Coca Cola Hindystan Coca-Cola

DISTRIBUTION IN THE COCA-COLA SYSTEM

Getting Products to Market

One of the value of the coca-cola system is presence that coca-

cola should exist everywhere. In the words of former CEO-India

operations – Richard Nicholas, “Our goal is to have coke

available within an arm’s reach of desire”. To fulfill this gool,

coca-cola not only produces products, but also has an effective

systems to distribute them all over India.

Distribution

Distribution sales + delivery + merchandising + local account

management.

Distribution of Coke’s products includes the activities of sales,

delivery merchandizing and local accounts management. These

are two major types of distribution systems :-

(i) Direct and Indirect

In direct distribution, the bottler partner direct control over the

activities of sales, delivery, merchandizing and local account

management.

In indirect distribution, an organization which is not a part of

the coca-cola system has control of one or more of the

distribution elements (sales, merchandizing and local

accounts managements).

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With direct distribution there are two types of sales :-

Advanced sales and conventional sales.

In conventional sales, all the distribution activities (Sales, Delivery,

Merchandizing and Local Accounts Management) are performed

by the same persons.

In advanced sales, sales and delivery are performed by different

people within the coca-cola system.

Difference between a customer and a consumers.

a consumer is some one who drinks coca-cola products.

A customer is a business location which sells or serves coca-

cola products to consumers.

Merchandizing

One the products are delivered to the customer’s they are

promoted at the point-of-purchase to maximize the company’s

sales opportunities, merchandizing involves looking at the

presentation of the products through the eyes of the consumers. It

is an on-going process that help the company present its products

properly to the consumers in the market place for instance, is the

display attractive? Are the product neatly organized.

Presenting the products

Coca-cola presents its products for sale in four different ways.

They are as follows :-

Secondary display

Coolers

Vending machines

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Post mix / pre mix

India’s relationship with coca-cola

Just after independence, the maharaja of patiala oversaw his

coca-cola hoarding from his huge, ornate palace, coca-cola export

representative frank harrold, was awed by the maharaja’s opulent

life style. In 1993 after coca-cola returned to india after a 16 year

absence (george fernandes threw the company out of the country

in 1977 on the pre text that it had refuse to divalge its formula to

indian officials), ceo of the coca-cola company, robesto boirueta

“salivated over a virtually untapped market of 840 million people”.

Page 48: Coca Cola Hindystan Coca-Cola

FUNCTION OF PLANT

FIRST PROCESS

Water Treatment

RAW WATER (Water direct from Tube Well)

SOFT WATER (Making bacteria free by using lime

stone, bleaching powder and FeSo4)

T.T. WATER (Treated tank water)

Raw Syrup Room

T.T. Water + Sugar + 85%

MIXING

Multi State Filtration

Ready Syrup Room RAW SYRUP

One Unit

concentrate makes

100 crates

Coke Thums

Up’s

Limca Fanta

Ready Syrup

A

Page 49: Coca Cola Hindystan Coca-Cola

A

Ready Syrup

Aramix Plant

Ready Syrup + T.T. Water + CO2

SOFT DRINK IS READY

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SECOND PROCESS

BOTTLES ARE LOADED ON THE CONVEYER BELT

First Light Inspection

(Bottle which can not be cleaned pick out

from the Row)

Water washing Process

Prerinse Compartment

Water Washing with Soft Water

Prewash (2% Castic tem 60OC with soft water)

65OC Soft Water wash

Socker

70OC Soft Water wash with 3.5% Castic

Hydro Compartment

(Removing Causitc, by 45 OC soft water

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(Prefinal Wash)

Final Wash (Washing

soft water)

Clean Bottles

(Compressed

Filling)

Clean Bottles + Clean Bottles

Bottled Soft Drink

Clean Bottles

Printing Date and Price

Third Light Inspection

The Soft drink is

readyFINAL

PRODUCT

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TECHNIQUE INVOLVED IN DEFINING PROBLEMS

OBSERVE THE PROBLEM

Under this investigate by own observation without interview is the

respondent. This also adopted by me by observation data can be

collect more correct. It is depend upon ability of investigator.

COLLECT THE PROBLEM

After collecting the data I considered that what is the problem for

the company and when company ants to know his weakness.

ANALYSING THE PROBLEM

After collecting the problem I analysis the problem such as how

many problems are general and how many are different from

others and how many problem is considerable and solvable.

TAKE SOLUTION

After analyzing the problem I sow that 90% problem was general

and I found 20% problem personal and I was found 10% problem

as Genuine which is considerable and soluble. General solution

solve the journal problem remaining 10% problems solution we

found and then after we implement the solution.

APPLICATION OF SOLUTION

After founding the solution we apply the solution and satisfy the

customer & consumer.

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GUIDELINES FOR CONSTRUCTING QUESTIONNAIRE / SCHEDULE

The researcher must pay attention to the following points in

constructing an appropriate and effective questionnaire or a

schedule:

(1) The researcher must keep in view the problem he is to study

for it provides the starting point for developing the

Questionnaire / Schedule. He must be clear about the

various aspects of his research problem to be dealt with in

the course of his research project.

(2) Appropriate from of questions depends on the nature of

information sought, the sampled respondents and the kind of

analysis intended. The researcher must decide whether to

use closed or open-ended questions. Questions should be

simple and must be constructed with a view to their forming a

logical part of a well thought out tabulation plan. The units of

enumeration should also be defined precisely so that they

can ensure accurate and full information.

(3) Rough draft of the Questionnaire / Schedule be prepared,

giving due thought to the appropriate sequence of putting

questions. Questionnaire or schedules pervasively drafted (if

available) may as well be looked into at this stage.

(4) Researcher must invariably re-examine, and in case of need

may revise the rough draft for a better one. Technical defects

must be minutely scrutinised and removed.

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(5) Pilot study should be undertaken for pre-testing the

questionnaire. The questionnaire may be edited in the light of

the results of the pilot study.

(6) Questionnaire must contain simple but straight forward

directions for the respondents so that they may not feel any

difficulty in answering the questions.

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GUIDELINES FOR SUCCESSFUL INTERVIEWING

Interviewing is an art and one learns it by experience. However,

the following points may be kept in view by an interviewer for

eliciting the desired information:

(1) Interviewer must plan in advance and should fully know the

problem under consideration. He must choose a suitable

time and place so that the interviewee may be at ease during

the interview period. For this purpose some knowledge of the

daily routine of the interviewee is essential.

(2) Interviewer’s approach must be friendly and informal. Initially

friendly greetings in accordance with the cultural pattern of

the interviewee should be exchanged and then the purpose

of the interview should be explained.

(3) All possible effort should be made to establish proper rapport

with the interviewee; people are motivated to communicate

when the atmosphere is favourable.

(4) Interviewer must now that ability to listen with understudying

respect and curiosity is the gateway to communication, and

hence must act accordingly during the interview. For all this,

the interviews must be intelligent and must be a man with

self-restraint and self discipline.

(5) To the extent possible there should be a free-flowing

interview and the questions must be well phrased in order to

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have full cooperation of the interviewee. But the interviewer

must control the course of the interview in accordance with

the objective of the study.

(6) In case of big enquiries, where the task of collating

information is to be accomplished by several interviewers,

there should be an interview guide to be observed by all so

to ensure reasonable uniformity in respect of all salient

points in the study.

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RESEARCH METHODOLOGY

Page 59: Coca Cola Hindystan Coca-Cola

1. Research Design: The research design is a master plan specifying the method

and procedures for collecting and analyzing needed information. The research

design in this project is DESCRIPTIVE and Descriptive research includes

surveys and fact-finding inquiries of different kinds. Casual research is used to

know the cause and affect relationship.

2. Data Collection Methods: The source of data includes primary and secondary

data sources.

Primary Sources Primary data has been collected directly from sample

respondents through interview method and with the help of structured

questionnaire.

Sampling Technique: Non-Probability Convenience Sampling.

Sampling Size: 100 Respondents

Sampling Unit: Ghaziabad

Secondary Sources Secondary data has been collected through from standard

textbooks, Newspapaers, Magazines & Internet.

3. Data Analysis:

The data collected through survey was analyzed with help of simple

percecentages. Tabular and graphic methods, which included pie charts and

bar graphs, are used to analyze data.

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TECHNIQUES FOR SALES PROMOTION

1) Product availability

2) 100% rich

3) Good relation

4) Warm display

5) Cold display

6) Proper singer

7) Rich at one time

8) Fulfil your commitment

1) Product availability

It means all the flavour of coca cola should be available at one

time. By which customer can able to give any flavour to the

consumer and can give the satisfaction.

2) 100% rich - it means. Company top management always

should always worry about the quality of all the brands. If any

organisation wants to service in the market and wants to better

image then quality play a very integral role so for sales

promotion quality should by 100% good.

3) Good relation – company’s executive, sales man should make

good relation from dealer, whole seller and retailer. There is

only 20% brand loyal person. Remaining 80% impulse selling is

going on. It means in india in cold drinks line which ever brand

consumer see first of all that brand will demanded by user. The

selling is high that particular brand. So i want to say that if. The

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executive relation will goods from dealer, whole seller retailer.

Then he will arrange coke brands on front of shop by which

coke selling will improve.

4) Worm display

5) Cold display

Proper shinage - proper shinage also play a key roll in more

selling.

Fulfil your commitment – if executive promise to the customer of

any type. Then executive shovel fulfil his promise, such as.

Executive say that to the retailer if you will sell 1000 carrot in this

month then i will give you a coke fridge. If retailer has sold out

1000 carrot in the a month then executive should fulfil his

commitment. By this manner selling will also improve.

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USE OF RESEARCH METHODOLOGY

Without using research methodology to find new fact and

knowledge is not possible.

First of all question is arises what is research -

“research as a scientific and systematic search for pertinent

information on a specific topic. In fact research is an art of

scientific investigation”

OBJECTIVE OF RESEARCH

The main aim of research is to final out the truth which is hidden

and which has not been discounted as yet. The purpose of

research is to discover answers to questions through the

application of scientific procedures of collecting the data.

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METHOD ADOPTING IN THE RESEARCH

Personal interview method

Adopted the personnel personal interview method in this method

we made a questioner with this questioner we used to go in the

market and see the customer one by one. First of all we used to

give the introduction with smile enthusiastic and with proper eye

contact and demand to give 2 or 3 minute to fulfil his questioner

and then after we started to put the questioner at the retailer and

completed the questioner. This method is most appropriate

method for collecting the data. By this method researcher get the

actual report

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TECHNIQUE INVOLVED IN DEFINING PROBLEM

1) Observation the problem

2) Collect the Problem

3) Analying the Problem

4) Take Solution

5) Application the Problem

6) Solving the Problem

OBSERVE THE PROBLEM

Under this investigate by own observation without interview is the

respondent. This also adopted by me by observation data can be

collect more correct. It is depend upon ability of investigator.

COLLECT THE PROBLEM

After collecting the data I considered that what is the problem for

the company and when company wants to know his weakness.

ANALYSING THE PROBLEM

After collecting the problem I analysis the problem such as how

many problems are general and how many are different from

others and how many problem is considerable and solvable.

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TAKE SOLUTION

After analysing the problem I sow that 90% problem was general

and I found 20% problem personal and I was found 10% problem

as Genuine which is considerable and soluble. General solution

solve the journal problem remaining 10% problems solution we

found and then after we implement the solution.

APPLICATION OF SOLUTION

After founding the solution we apply the solution and satisfy the

customer & consumer.

Page 66: Coca Cola Hindystan Coca-Cola

MARKET SHARE OF COCA COLA IN THE MARKET

In Present situation of Coca Cola is very good in the market. The

company have good market share app. 67% and remain 33%

market share covered by his close competitor Pepsi in this Area.

Last years situation was not that. Last years market share of coca

cola and pepsi was app. Same in the market but in this year

company adopted new strategy and provided good service and

provide more and more customer satisfaction company top

management have taken a good decision in this year. Decision

was that all the flavor’s rate should be decreased by which lower

level people can be taken the enjoy of coke and the company

provided a new flavor of 200 ml in the birth rupees of 5 . This

brand have got good position in middle level and lower level family

so by the virtue of good strategy company have got good market

share app. 67% right now coke position is much more strong.

Comparison to pepsi.

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FINDINGS

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COMPETITIVE MARKET SHARE

Cola

Pepsi = 45%

Coke = 35%

Thumsup = 20%

Orange

Fanta = 75%

Mirinda = 25%

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Cloudy Lemon

Limca = 80%

Lemon Mirinda = 20%

Clear Lemon

Sprit = 75%

7UP = 25%

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Mango

Maaza = 80%

Slice = 20%

Soda

Kinley = 50%

Lehar Evervess = 50%

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Can

Coke = 40%

Pepsi = 60%

PET

Coke = 60%

Pepsi = 40%

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Kinley Water

Kinley = 80%

Aquafina = 20%

Total Product

Coke = 63%

Pepsi = 37%

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SWOT Analysis

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SWOT ANALYSIS

STRENGTH

Company product having a good brand name and trade mark.

So that there is no such problem for convenes the user.

Being a franchise company product trade mark. That’s why it’s

scope is worldwide.

Coca cola capturing near about 69% market in cold drinks line

remaining 31% captured by its main competitor Pepsi. The

reason behind that good supply and its all flavor like Thumsup,

Limca, Fanta, Maaza and Sprite also asked by the user in

Sahibabad Area.

Coca Cola good Brand Image not only in India rather all over

the world. That’s why there is no need of Advertisement.

Company marketing policy is consumer oriented by doing

mentioned M.R.P. and manufactured date.

Company having expert management so that company can

provides better goods & service for the ultimate user.

WEAKNESS

The main weakness of the company is that company is not in

position of provide all flavor’s to the customer daily or at a one

time.

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Customer is not happy from company marketing policy. He

wants company will start special discount program or increase

maximum retail price.

Most of the retailer’s problem is that no. company person

comes at the shop for listening the problem.

Company top management not declare the scheme before one

or two days. That’s why scheme catalogue not prepared by the

lower level management. In this way retailers are not satisfy for

company policy.

Company management is not doing any thing for retailer. If

management is not provide any relief then he will increase

M.R.P.

OPPORTUNITY

Company can increase his product selling by increasing plant

capacity and manufacturing capacity.

Being a seasonal selling product provide all the flavor to the

customer in hot session very necessary. It is the opportunity for

the company.

By providing better goods & services company can increase his

market share.

Page 77: Coca Cola Hindystan Coca-Cola

In present now the competitors are very less so that company

can compromise its main competitor Pepsi and can take

maximum profit.

THREAT

Company should do something for customer interest. Providing

beneficial scheme and good relation to customer other wise it’s

other competitor will develop and they will capture its market.

Cold Drinks selling is very much depend on customer or retailer

so that retailer is not happy than sale can be effected in future.

In this time only two or three competitor are existing in the

market. In the future the competitor can increase. So that

company should prepare some future plan for maintaining it’s

market share.

Some domestic competitor can develop in the market.

Company should prepare long term future plan for permanently

existing in Host Country.

Page 78: Coca Cola Hindystan Coca-Cola

RECOMMENDATIONS

Company should prepare future plan for maintain selling in

market. Because company competitor can increase and can

capture the market.

Company should provide special benefit to the retailer. Other

wise his interest will go down from cold drinks.

Present time competition is not high in this line because it’s

competitor is only Pepsi. So that company can do compromise

with Pepsi and both can increase product’s M.R.P.

Company should appointed a special representative for

listening retailer’s problem and solve them. He can also find out

some shortcomings of salesman & others.

In case of cold drinks selling mostly depend on retailer. So that

his satisfaction needed.

Test of all flavor like, Coke, Thumsup, Limca, Fanta, Maaza and

Sprite should also good.

Defected goods should be returnable or changeable.

Good execution is a main factor in more selling good execution

improves selling.

Page 79: Coca Cola Hindystan Coca-Cola

Sales executive & salesman relation and good behavior also

provide effective guidelines in increasing selling.

For more selling company person should fulfil his commitment.

In Cold Drinks line brand loyalty found only 20%. So that which

will be visible that will salable.

Page 80: Coca Cola Hindystan Coca-Cola

The serving tray the art work of popular magazine illustrator hamilton king in 1913.

Th is t r ay va lued a t ove r $1000 .

The famous “Sprite Boy” was created by noted artist Haddon Sundblom and was used for the first time in 1942 advertising to introduce the

name “ Coke”.

Page 81: Coca Cola Hindystan Coca-Cola

BIBLIOGRAPHY

Internet site www.cocacola.com www.pepsi co.com

Record of N.M. Softdrinks, Sat Nirnkari Colony, Delhi Record of luminous marketing. News items of English dailies, published from New Delhi.

The Times of India The Telegraph The Economic Times

Advertisement on coke products. Advertisement on Pepsi product. Consulted Libraries

American Library British Library

Consulted Books Research for marketing Decision by P. Green, D.S.

Tull, G. Albaum Marketing Management -Phillip Kotler.

Page 82: Coca Cola Hindystan Coca-Cola

QUESTIONNAIRE

Market research on Behalf of Coca-Cola

Student Name - Khushboo Agarwal Topic - Market Share & Distribution

Channel of Coca-Cola Company - N.M Soft Drink Pvt. Ltd. (Coca-Cola)

153/1, Nirankari Colony, Delhi-110009

1. Name of the outlet …………………………………………………………..2. Contact Person………………………………………………………………3. Address ………………………………………………………………

………………………………………………………………4. Telephone No. ……………………………………………………………… 5. Type of outlet

E [ ] R[ ]G [ ] K [ ]Others [ ]

6. Which brand you selling more a-Coke [ ] b- Pepsi

Reason ………………………………………………………………

7. Source of procurement Dealer / Whole Seller / Company vehicle

Reason ………………………………………………………………8. If you want to purchase Coca Cola Brands from

Company vehicle, your demand.…………………………………………………………………………

9. Sale man Behavior A-good [ ]B-Bad [ ]

10. Recommendations for company for more selling.