marketing strategies of coca cola india ltd jitesh
TRANSCRIPT
SUMMER TRAINING PROJECT ON
MARKETING STRATEGIES OF HINDUSTAN COCA-COLA BEVERAGES
INDIA LTD.
SUBMITTED TO SUBMITTED BY
Dean academicsDelhi Business School
INTERNAL GUIDEFACULTY: Mr.Himanshu Mahobia,Delhi Business School
JITESH KUMARMBA (II SEM)Roll No- 11208490048
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New Delhi
CERTIFICATE
This is to certify that Mr. Jitesh Kumar , a regular student of MBA+PGP
has undergone training with Coca-Cola India Ltd. on the topic
“MARKETING STRATEGIES OF HINDUSTAN COCA-COLA
BEVERAGES INDIA LTD.” for a period of 8 weeks commencing from
1st may, 2012 to 30th June, 2012.
This summer training project report embodies the facts and figures collected
and interpreted by him during the course of training.
MR. ALOK SATSANGI(Director)
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ACKNOWLEDGEMENT
I am grateful to Mr. Himanshu Mahobia, HOD (MBA Deptt.), DBS,
New Delhi, for his valuable guidance and support at all time and provided me
all the necessary information throughout this summer internship project report
has been successfully completed.
I am deeply thankful to my project guide Mr.Ashish sir, Senior Faculty
Guide, DBS, New Delhi, for his valuable guidance and support at all time.
I am grateful to Mr. Saurabh Chandra, Manager (Sales & Marketing),
Hindustan Coca-Cola Beverages India Ltd., Noida, for his valuable
guidance and support and provided me the best opportunity to work with
esteemed organization.
Lastly, I am very thankful to all those people who has supported me directly
or indirectly, and provided me all the necessary information throughout this
project report completed.
JIESH KUMAR MBA (II SEM)
Roll No – 11208490048 Batch- 11-13
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DECLARATION
I, Jitesh kumar , do hereby declare that the summer training project entitled
“MARKETING STRATEGIES OF HINDUSTAN COCA-COLA
BEVERAGES INDIA LTD.” being submitted to the DBS, New Delhi the
fulfillment of the requirement of degree of Master of Business Administration is
my own endeavor. It has not been submitted earlier to any other institution /
university for any degree.
Place:
Date: (JITESH KUMAR)
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PREFACE
“Acceptance of New challenge makes the path for future success”
Today companies must urgently and critically rethink their business mission and marketing
strategies. Instead of operating in a market place of fixed and known competition and stable
customer preferences, today companies work in war zone of rapidly changing
customer/competitor technological advance, new law , managed trade policies and
diminishing customer loyalty.
Company considers the fact that today customer face a plenitude of product every category.
Consider that customer exhibit varying and diverse requirement for product service
combination and prices.
In the face of their vast choices, customer will gravitate to the offering that best meet their
individual needs and expectation.
Therefore it is not surprising that today’s winning companies are those who succeed best in
satisfying indeed delighting, their target customer.
They will not last long. These companies are market. They will not last long. These
companies are market focused and customer driven. They pay extreme attention to quality
and service to meeting and even exceeding customer expectation.
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TABLE OF CONTENTS`
Company Certificate
College Certificate
Acknowledgement
Declaration
PREFACE
INTRODUCTION
COMPANY PROFILE
LITERATURE REVIEW
OBJECTIVES OF THE STUDY
RESEARCH METHODOLOGY
SURVEY TERMINOLOGY
MARKET PROMOTION ANALYSIS
FINDINGS & ANALYSIS
LIMITATIONS
CONCLUSION
BIBLIOGRAPHY
QUESTIONNAIRE
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INTRODUCTION
INDUSTRIAL PROFILE
Present soft drink boon in India was attributed to the legacy of Coca Cola, which was there
in INDIA till 1977. In today’s 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
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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.
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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.
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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-flavored 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 becomes the
number – one selling low –calorie soft drink in the world.
BRAND IN INDIAN ORIGIN
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GOLD SPOT: this orange carbonate soft drink was introduce 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.
BRANDS IN INDIA
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ADVERTISEMENT&
PUNCH LINEOF COCA-COLA
ADVERTISEMENT AND PUNCH LINE OF
COCA-COLA
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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.
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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 .
2008 - Aaaj Tu Jashan Manna Le
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FABULOUS FACTS ABOUT COCA-COLA
ABOUT COCA-COLA
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1. The world’s largest spherical coca-cola sign is in Nagoya, Japan a top the dial –
Nagoya building in front of the Nagoya railway station. The sing is a double
sphere constructed from more then 46 tone of steel, more 940meter of neon
tubing, and more then, 879 light bulbs. The outer shape features the coca-cola logo
and contour bottle, while the inner sphere portrays a comic scene with twinkling
planets and stars.
2. One of the world’s largest signs for coca-cola is located on a hill called
“ELHACHA” in America, Chile. It is 400 feet wide and 131 feet high and is made
from 70,000, 26 ounce bottles.
3. The first out door paint sign advertising coca-cola still exists. It was painted in
1894 in Cartersville, Georgia.
4. Coca-cola is one of the world’s most recognizable trademarks recognized in
countries that account for 98 percent of the world’s population.
5. If all the coca-cola ever produced were in 8- ounce bottles. And these bottles were
distributed to each person in the world. There would be 678 bottles or over 42
gallons for each person.
6. If all the coca-cola ever produced were in 8 – ounce bottles, placed side by side
and end to end to from a lane highway, it would wrap around the earth 82 times.
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7. If all the coca-cola ever produced were flowing over Niagara fall at its normal rate
of 105 million gallons per second instead of water, the falls would flow for about a
day and a half 38 hours and 46 minutes.
8. the largest representation of the world’s best known package 100 foot tall glass
contour bottle is located at world of coca-cola, LAS VEGAS
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HISTORY
OF
COCA-COLA
HISTORY
Jon Smyth 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
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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.
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HISTORY IN INDIA
HISTORY IN INDIA
Coca-Cola, the product that has given the world its best-known taste was born in Atlanta,
Georgia, on May 8, 1886. Coca-Cola Company is the world’s leading manufacturer,
marketer and distributor of non-alcoholic beverage concentrates and syrups, used to
produce nearly 400 beverage brands. It sells beverage concentrates and syrups to bottling
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and canning operators, distributors, fountain retailers and fountain wholesalers. The
Company’s beverage products comprises of bottled and canned soft drinks as well as
concentrates, syrups and not-ready-to-drink powder products. In addition to this, it also
produces and markets sports drinks, tea and coffee. The Coca-Cola Company began
building its global network in the 1920s. Now operating in more than 200 countries and
producing nearly 400 brands, the Coca-Cola system has successfully applied a simple
formula on a global scale: “Provide a moment of refreshment for a small amount of money-
a billion times a day.”
The Coca-Cola Company and its network of bottlers comprise the most sophisticated and
pervasive production and distribution system in the world. More than anything, that system
is dedicated to people working long and hard to sell the products manufactured by the
Company. This unique worldwide system has made The Coca-Cola Company the world’s
premier soft-drink enterprise. From Boston to Beijing, from Montreal to Moscow, Coca-
Cola, more than any other consumer product, has brought pleasure to thirsty consumers
around the globe. For more than 115 years, Coca-Cola has created a special moment of
pleasure for hundreds of millions of people every day.
The Company aims at increasing shareowner value over time. It accomplishes this by
working with its business partners to deliver satisfaction and value to consumers through a
worldwide system of superior brands and services, thus increasing brand equity on a global
basis. They aim at managing their business well with people who are strongly committed to
the Company values and culture and providing an appropriately controlled environment, to
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meet business goals and objectives. The associates of this Company jointly take
responsibility to ensure compliance with the framework of policies and protect the
Company’s assets and resources whilst limiting business risks.
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A BRIEF INSIGHT- THE FMCG INDUSTRY IN INDIA
Fast Moving Consumer Goods (FMCG), also known as Consumer Packaged Goods (CPG)
are products that have a quick turnover and relatively low cost. Consumers generally put
less thought into the purchase of FMCG than they do for other products.
The Indian FMCG industry witnessed significant changes through the 1990s. Many players
had been facing severe problems on account of increased competition from small and
regional players and from slow growth across its various product categories. As a result,
most of the companies were forced to revamp their product, marketing, distribution and
customer service strategies to strengthen their position in the market.
Unlike other economy sectors, FMCG share float in a steady manner irrespective of global
market dip, because they generally satisfy rather fundamental, as opposed to luxurious
needs. The FMCG sector, which is growing at the rate of 9% is the fourth largest sector in
the Indian Economy and is worth Rs.93000 cores. The main contributor, making up 32% of
the sector, is the South Indian region. It is predicted that in the year 2010, the FMCG sector
will be worth Rs.143000 cores. The sector being one of the biggest sectors of the Indian
Economy provides up to 4 million jobs.
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The FMCG sector consists of the following categories:
Personal Care- Oral care, Hair care, Wash (Soaps), Cosmetics and Toiletries,
Deodorants and Perfumes, Paper products (Tissues, Diapers, Sanitary products) and
Shoe care; the major players being; Hindustan Lever Limited, Godrej Soaps,
Colgate, Marico, Dabur and Procter & Gamble.
Household Care- Fabric wash (Laundry soaps and synthetic detergents),
Household cleaners (Dish/Utensil/Floor/Toilet cleaners), Air fresheners,
Insecticides and Mosquito repellants, Metal polish and Furniture polish; the major
players being; Hindustan Lever Limited, Nirma and Ricket Colman.
Branded and Packaged foods and beverages- Health beverages,
Soft drinks, Staples/Cereals, Bakery products (Biscuits, Breads, Cakes), Snack
foods, Chocolates, Ice-creams, Tea, Coffee, Processed fruits, Processed vegetables,
Processed meat, Branded flour, Bottled water, Branded rice, Branded sugar, Juices;
the major players being; Hindustan Lever Limited, Nestle, Coca-Cola, Cadbury,
Pepsi and Dabur
Spirits and Tobacco; the major players being; ITC, Godfrey, Philips and UB
BEVERAGE INDUSTRY IN INDIA: A BRIEF INSIGHT
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In India, beverages form an important part of the lives of people. It is an industry, in which
the players constantly innovate, in order to come up with better products to gain more
consumers and satisfy the existing consumers.
BEVERAGE INDUSTRY IN INDIA
The beverage industry is vast and there various ways of segmenting it, so as to cater the
right product to the right person. The different ways of segmenting it are as follows:
Alcoholic, non-alcoholic and sports beverages
Natural and Synthetic beverages
In-home consumption and out of home on premises consumption.
BEVERAGES
Alcoholic Non-Alcoholic
Carbonated Non-Carbonated
Cola Non-Cola Non-Cola
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Age wise segmentation i.e. beverages for kids, for adults and for senior citizens
Segmentation based on the amount of consumption i.e. high levels of consumption
and low levels of consumption.
If the behavioral patterns of consumers in India are closely noticed, it could be observed
that consumers perceive beverages in two different ways i.e. beverages are a luxury and
that beverages have to be consumed occasionally. These two perceptions are the biggest
challenges faced by the beverage industry. In order to leverage the beverage industry, it is
important to address this issue so as to encourage regular consumption as well as and to
make the industry more affordable.
Three strong strategic elements to increase consumption of the products of the beverage
industry in India are:
The quality and the consistency of beverages needs to be enhanced so that
consumers are satisfied and they enjoy consuming beverages.
The credibility and trust needs to be built so that there is a very strong and safe
feeling that the consumers have while consuming the beverages.
Consumer education is a must to bring out benefits of beverage consumption
whether in terms of health, taste, relaxation, stimulation, refreshment, well-being or
prestige relevant to the category.
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HINDUSTAN COCA-COLA BEVERAGES
PRIVATE LIMITED (HCCBPL)
Coca-Cola was first introduced by John Syth Pemberton, a pharmacist, in the year 1886 in
Atlanta, Georgia when he concocted caramel-colored syrup in a three-legged brass kettle in
his backyard. He first “distributed” the product by carrying it in a jug down the street to
Jacob’s Pharmacy and customers bought the drink for five cents at the soda fountain.
Carbonated water was teamed with the new syrup, whether by accident or otherwise,
producing a drink that was proclaimed “delicious and refreshing”, a theme that continues to
echo today wherever Coca-Cola is enjoyed.
Dr. Pemberton’s partner and book-keeper, Frank M. Robinson, suggested the name and
penned “Coca-Cola” in the unique flowing script that is famous worldwide even today. He
suggested that “the two Cs would look well in advertising.” The first newspaper ad for
Coca-Cola soon appeared in The Atlanta Journal, inviting thirsty citizens to try “the new
and popular soda fountain drink.” Hand-painted oil cloth signs reading “Coca-Cola”
appeared on store awnings, with the suggestions “Drink” added to inform passersby that the
new beverage was for soda fountain refreshment.
Coca-Cola is made up of 7000 local employees, 500 managers, over 60 manufacturing
locations, 27 Company Owned Bottling Operations (COBO), 17 Franchisee Owned
Bottling Operations (FOBO) and a network of 29 Contract Packers that facilitate the
manufacture process of a range of products for the company. It also has a supporting
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distribution network consisting of 700,000 retail outlets and 8000 distributors. Almost all
goods and services required to cater to the Indian market are made locally, with help of
technology and skills within the Company. The complexity of the Indian market is reflected
in the distribution fleet which includes different modes of distribution, from 10-tonne
trucks to open-bay three wheelers that can navigate through narrow alleyways of Indian
cities and trademarked tricycles and pushcarts.
“Think local, act local”, is the mantra that Coca-Cola follows, with punch lines like “Life
ho to aisi” for Urban India and “Thanda Matlab Coca-Cola” for Rural India. This resulted
in a 37% growth rate in rural India visa-vie 24% growth seen in urban India. Between 2001
and 2003, the per capita consumption of cold drinks doubled due to the launch of the new
packaging of 200 ml returnable glass bottles which were made available at a price of Rs.5
per bottle. This new market accounted for over 80% of India’s new Coca-Cola drinkers. At
Coca-Cola, they have a long standing belief that everyone who touches their business
should benefit, thereby inducing them to uphold these values, enabling the Company to
achieve success, recognition and loyalty worldwide.
MANIFESTO FOR GROWTH
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VALUES
The values that the employees in the Company are expected to keep up to and work by
regularly are as follows:
LEADERSHIP: To take an initiative and lead, motivate and drive the team with
energy and zeal, to deliver outstanding results.
INNOVATION: To continuously strive for progress and reach the next level of
excellence in everything we do.
PASSION: To be deeply committed and display drive and energy in the quest to
deliver outstanding performance.
TEAMWORK: To unite for greater strength and work collectively as a group
towards the achievement of common goals.
OWNERSHIP: To think and act like owners at all levels; to have decisions taken at
the lowest appropriate level.
ACCOUNTABILITY: To be individually and transparently accountable to our
colleagues for delivering agreed targets and goals.
VISION FOR SUSTAINABLE GROWTH
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To provide exceptional strategic leadership in the Coca-Cola India System-resulting in
consumer and customer preference and loyalty, through Coca-Cola’s commitment to them,
and in a highly profitable Coca-Cola Corporate branded beverages system.
MISSION
To create consumer products, services and communications, customer service and bottling
system strategies, processes and tools in order to create competitive advantage and deliver
superior value to;
Consumers as a superior beverage experience
Consumers as an opportunity to grow profits through the use of finished drinks
Bottlers as an opportunity to grow profits in volumes
Bottlers as a trademark enhancement and positive economic value added
Suppliers as an opportunity to make reasonable profits when creating real value-
added in an environment of system-wide team work, flexible business system and
continuous improvement
QUALITY POLICY
“To ensure customer delight, we commit to quality in our thoughts, deeds and actions by
continually improving our processes…Every time.”
ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT
IN HCCBPL
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ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT
MANUFACTURING UNIT OF HCCBPL
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The manufacturing unit of HCCBPL, situated at Bidadi, is the third largest plant and one of
the bottling operations owned by the company. The Plant has one PET line which has the
capacity of yielding 209 bottles, per minute, two RGB (Returnable glass bottles) lines
which yields 600 bottles per minute each and one Juice line which yield 155 bottles per
minute. It caters to the whole of South Karnataka through a network of more than 80
distributors. There are three depots in Bangalore; North Depot, East Depot and Mega
Depot.
CHAIN FOLLOWED FROM MANUFACTURE TO DISTRIBUTION
Manufacturing Plant, Bidadi
Sales and Distribution Operations
Distributors
Outlets
Outlets
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PROMISE BY COCA-COLA
THE COCA-COLA PROMISE
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The coca-cola company exists to benefits and refreshes every one it touches. The basic
proposition of our business is simple, solid and timeless when we bring refreshment, value,
joy and fun to our stakeholders then we successfully nurture and protect our brand ,
particularly coca-cola . That is the key to fulfilling our ultimate obligation to provide
consistently attractive to the owner so four business.
More then a billion times every day, thirsty people around the world reach for coca-cola
products for refreshment. They deserve the highest
Quality – every time. Our promise to deliver that quality is the most important promise we
make. and it involves a world-wide , yet distinctively local , network of bottling partner ,
supplier , distributor and retailers whose success is paramount to our own. Our investment
in local communities in over 200 countries totals billions of dollars in jobs, facilities,
marketing, the purchase of local good and services, and local business partnership. Always
and every where , we pursue continuous innovation in the products we offer the processes
we use to make them, the package we develop and the way we bring them to market .
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YOUR HEALTH & OUR BEVERAGES
YOUR HEALTH AND OUR BEVERAGES
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There is growing confusion about what constitutes a health diet. With so mush conflicting
information available about health and nutrition, it can be very difficult to determine what
is accurate and what is not.
The truth is that soft drink and beverages have a place in a healthy lifestyle. A healthy diet
incorporates the basic principles of variety, balance and moderation without sacrificing
enjoyment.
HEALTH AND OUR BEVERAGES --- THE FACTS
Soft drinks do not contribute to diabetes.
The caffeine and phosphoric acid in soft drinks does not affect bone health
The sugar in soft drinks does not cause children to be hyperactive.
The consumption of soft drinks has not affected calcium consumption.
Sugar consumption has not been shown to cause obesity.
The amount of sugar and calories in soft drinks is about the same as many fruit
juices
COCA-COLA INDIA-OUR VISION
38
Provide exceptional strategic leadership on the Coca-Cola India system, resulting in
customer preference and loyalty, through Coca-Cola’s commitment to them and in a highly
profitable Coca-Cola corporate branded beverages system.
THE COCA-COLA-MISSION
“THE BEST GLOBAL COMPANY”
The mission of Coca-Cola Co. is to increase shareowner value over time. The Co.
accomplishes the mission by working with its business partners to deliver satisfaction and
values to its customers, through world wide system of superior brands and services, thus
increasing brand equity on a global basis, create consumer products, services and
communications, customer service and bottling strategies, process and tools in order to
create competitive advantage and deliver superior value.
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STRATEGIES ADOPTED BY COCA-COLA
COCA COLA’S
GLOBALIZATION STRATEGIES
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The Coca Cola Company is global player and approximately 70 percent of its volume and
80 percent of its profit come from outside the United State Of America. Although it was
perceived as a standardized brand across the world, Coca Cola had been quietly fine turning
its international marketing strategies to suit the needs of individual national markets. Only
the brands Coca-Cola, Sprite and Fanta were marketed globally. In Latin American and
Europe, where a heavy consumer preferred existed for lemon lime and orange sodas. Coke
had developed a wide range of formulations and flavors to cater the needs of different
countries. In Indonesia Coke had been selling pineapple and banana flavored sodas which
had been carefully developed to suit local preferences. In Japan, Coca-Cola had added a
coffee drink called Georgia and energy healthy drink named Aquarius to its product line. In
India, the Coca-Cola Company acquired the brands Limca, Maaza and Thums Up in 1993.
SOFT DRINK PENETRATION IN THE UK
VIS-A-VIS INDIA
CSDpenetration in Britain, a nation of 58 million, is almost 100 percent . there is nowhere
that marketers can go with their cans. Compare this to India , an emerging market of 1
billion people where penetration at national level is 13% . in rural India, it is less than 5%.
The per capita consumption of soft drinks (calculated as litres of soft drink per head per
year) in the UK is 203 while in India it has moved to nearly 7 from less than 1 pre-1990.
there is plenty of room still for an upsurge since this level is lower than other emerging
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economies in South Asia, such as Pakistan at 19, Srilanka at 23, the Philippnes at 175 and
Thailand at 100.
AFFORDABILITY: A KEY ISSUE IN INDIA
Affordability is the primary reason behind the low penetration of CSDs in India. They
attract high taxes, being treated as luxury goods by the Indian government. This makes
them one of the most expensive impulse foods for single serve consumption vis-à-vis others
in the same category like chocolates, biscuits, ice-creams and wafers, all of which have a
much lower entry price point. This makes CSDs unaffordable to a vast majority of Indian
consumers, a country with per capita income of
$300
This apart, CSD consumption is extremely seasonal, skewed to summer and mainly outside
the home. Since a large proportion of women are confined to home, soft drink penetration
among women is much lower. Also, India with long spells of scorching heat has problems
with cooling infrastructure. fast moving consumer goods outlets in India, soft drink outlets
make up less than one third, many of whom don’t own electrical cooling equipment.
MORE FIZZ IN INDIA THAN IN THE UK
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The low penetration of CSDs in India presents a huge opportunity for Coca-Cola and Pepsi
(these are the only two beverage companies in India) to grow the category. Coke , for
certain ,is pushing the brand in emerging markets like India and China rather than in mature
markets like the UK. For instance in India, both are focused on extending distribution into
rural regions. This explains why they spent millions of rupees introducing smaller packs,
200ml bottles, at a cheaper price. Developing low cost home packs and creating numerous
occasions to drink CSDs are also part of the new strategy.
CSD GROWTH CHART: INDIA
The soft drinks market in India has registered significant growth rates after the liberazation
of the economy in the early 90’s . this phase of liberalization brought PepsiCo to India’s
shores in the 1989 and Coca-Cola for the second time in 1993. (it had exited from the
country in 1977 when the then socialist government obliged foreign companies to shed
majority stakes in favour of growth , in healthy double digits , through the first half of the
90’s but has declined to single digit level in the last few years. This is due to three reasons:
the general economic slowdown, frequent price increases in the last 3 years and the
emergence of cheaper alternatives such as powdered concentrates and bottled water
COKE& PEPSI IN INDIA: A BRUISING COLA WAR
Coke and Pepsi together spend 40 million pounds annually in outdoing one another. Even
though the potential of carbonated drink is enormous in India, coke is not banking on CSDs
alone to fuel growth. A lesson well learn from developed markets like the UK. It has
entered new areas like kinley water , Georgia tea and coffee and its Sun fill dilutable drink.
43
These are its biggest growth engines in India at the moment. In fact, from single-serve
water bottles, Coke has now moved into the 20-litre home packs, which has given it
substantial market share. It is number two in the water business next only to the home-
grown Bisleri.
Pepsi , like its counterpart in the UK, has been a laggard in this respect. Even though it has
launched Aquafina water in India , Pepsi does not seem to be pushing it. It has no presence
in the dilutable category.
But in contrast to the UK, the Pepsi brand has a huge presence in India , both in volume and
brand image. In fact, its exemplary marketing acumen took it ahead of Coke in the early
days and , even today, Pepsi and Coke are running neek and neck in cola shares-explaining
the high pitch cola war on the Indian soil.
OBJECTIVES OF THE STUDY
44
To study the promotional policies of the beverage companies onto various highways.
Study the comparative adds promotion by Coke in respect to Pepsi.
Analysis regarding displays set up on the highways by the companies in order to induce
the sales.
Study for designing the budget requirement of the company for the coming year mainly
focusing marketing of the product.
Basically survey on the type of promotional setback faced by their product not
representing up to mark performance.
RESEARCH METHODOLOGY
45
46
RESEARCH METHODOLOGY
Research Methodology is a way to systematically solve the problem. It may be understood
as a science of studying how research is done scientifically. In it we study the various steps
that are generally adopted by the researcher in studying his research problem along with
logic behind them. it is necessary for the researcher to know not only the research
methods/techniques but also the methodology used. Researchers not only need to know
how to develop certain indices or tests, how to calculate mean or median or mode, how to
apply particular research techniques but must also know which of these methods or
techniques are relevant and what would they mean and indicate and why. Research process
consists of series of actions or steps necessary to effectively carry out the research.
RESEARCH DESIGN:
The function of research design is to provide for collection of relevant evidence with
minimal expenditure of time effort and money. I followed the census method as I did daily
route riding along with the executives and the salesmen. I got opportunity to meet and
interact with each one of the retailers and closely came to know specific need of the
promotion of Coca-Cola in the market as a whole. I covered the distribution area under
highways at Ghaziabad, Modinagar and little area of NCR region. Under the supervision I
got number of relevant data from on spot inspection and personal observation.
47
METHODS OF DATA COLLECTION:
Observation and interaction with the retailers provided me in depth knowledge about the
availability of changes in promotional items provided by Pepsi and Coca-Cola by the
distributors. I collected all vital data from the outlets visits and survey during my summer
training and which would be of high consideration regarding the designing of the coming
years marketing budget by the Coca-Cola Company.
The survey sheet was instantaneously equipped of data duly observed by me and in a
systematic manner. The data thus inculcated is through Primary Source by Personal
Interviews, Enquiries and Observation. The responses thus received were also encouraging
on my behalf and as well as the company.
1.) MARKETING RESEARCH OBJECTIVES:
a.) To undertake a market study to know the Coca-Cola promotion
on the highways.
b.) Comparative sales promotion (accessories) analysis with regard
to Pepsi and Coca-Cola
2. TYPE OF STUDY : EXPLORATORY
3. RESEARCH AREA : NOIDA
48
4 SOURCE OF INFORMATION : (PRIMARY)
In this type of data collection mode the interviewer uses the wording and order that seems
most appropriate in the context of each interview. These interviews are useful in obtaining
a clearer understanding of the problem and determining what areas should be investigated.
5 DATA COLLECTION INSTRUMENT : (SURVEY
SHEET)
There are several ways of collecting the information considerably in the context of money
costs, time and other resoueces at the disposal of the researcher. I collected data for my
project work through the medium of Survey Sheets In this method I got the prepared sheets
from the company comprising of relevant questions related with my project. Then I
contacted respondents on their shops along with the sheets for collecting the information.
6.) RESEARCH APPROACH: (SURVEY METHOD
7.) SAMPLING PLAN:
Sample design is a definite plan determined before any data are actually collected for
obtaining a sample for a given population. The sample design to be used must be decided
by the researcher taking into consideration the nature of inquiry and other related factors.
I have paid attention on the following points while designing the sample:
a) Target population
b) Sample Unit
c) Sampling Size
49
d) Sampling Method
a). TARGET POPULATION:
The population of the study consisted of retailers and dealers. Target population was taken
from the city of Noida.
b). SAMPLING UNIT:
Random sampling was chosen that is where any outlet of the whole population was likely
to be selected as any other outlet that is all the outlets of the population have equal chances.
Shops pursuing promotional tools (both dealers and retailers) in Noida city.
c). SAMPLE SIZE:
A total of 250 shops were observed from the city NOIDA.
d). SAMPLING METHOD: Purposive Sampling
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THE DATA REGARDING:
How the accessories can be acquired?
When the accessories did come into distribution channelling?
Were the retailers informed on the distribution?
What encouraged them to posses the accessories?
Are they enjoying back up from the company for promotional activities?
5. The time constraint was also prevalent as there was not abundant time for a detail study
to be conducted among the retailers and dealers.
6. The financial limitations could also be felt as the funding regarding the survey was not
subjected which lead to a lack in an in-depth study to be undertaken.
51
MARKETING MIX
52
MARKETING MIX & STRATEGY
Marketing mix of any organization consists of 4 P’s i.e. Product, price, place and
promotion having its own significance, that varies from one organization to the other. in
coca – cola the information about all the 4 P`s that can be available to me is given here:
PRODUCT: Product mix of coca-cola consists of the various brand packs and flavor
given in the table. Product strategy of the coca-cola is to promote all brands available in the
brand packs and to introduce the product in new flavor is also introduced.
PRICE: Regarding the pricing policy or the price to the distributor is not disclosed to me,
but as done for the different product of the company, company has priced the product same
as that of its major competitor or the market leader.
PLACE: The coca-cola company in India is governed from its corporate office located at
Gurgaon in Haryana . It governs the working of five zones covering whole India these
zones are –north zone , eastern zone , western – zone , southern zone and Andhra Pradesh
zone . These zones are divided in to various. Plant, which govern the area assigned to them.
The area is the various distribution centers called distributors and C&F agents. Then come
the retailers / customer for the company’s product,
They receive good from distributor and c&f agent. Finally consumer is there, having the
product from the consumer’s shops or delivered to their home, it is more clearly visible
53
through this chart. The coca-cola company, which gave its reach to the mouth of billion of
people all around the world having a wide distribution, network. In India, the pace and
Speed at which coca-cola has widened its business is really amazing. Distribution network
is the biggest strength of the company.
PROMOTION: this past of the marketing is playing a very vital and important role in
the current situation in India. Looking at the competition and promotion and advertising
budget of both the companies coca-cola and Pepsi, one can easily estimate the importance
of this. The promotion mix of coca-cola is divided in to top line promotion and below the
line promotion.
Top line promotion includes the promotion designed and done by the company’s
corporate office of gurgaon and the office of Bombay T.V ads , design of banner , and
other p-s done by the company simultaneously all around India with no difference in
designs etc fall in this category . Below the line promotion includes the promotion
schemes, publicity material, POS display done by the company from zonal, plant, sale
manager and area sales manager level. At the sales manager and area sales manager level
the promotion done exclusively for the cities in their respective area and other POS
display.
54
OUR BRANDS
Wouldn’t you to know what Apricot, Coffee, Lychee Nut, Orange, Cola Mix and Sour
Cherry beverages taste like?
One of the most popular areas of the world of Coca-Cola, our Co’s. Atlanta attraction,
is “Taste of the World”, the opportunity to sample some of the many beverages we
produce. As the global leader in the non-alcoholic beverage industry, we offer nearly
300 brands across almost 200 countries. Many of these brands, including soft drinks,
fruit juices, bottles water and sports drinks, are only available in specific reason for this
is simple: different people like different beverages at different times, for different
reasons.
So pour yourself a virtual glass of something you have never experienced before. Take
a look at some of the many brands we offer to people around the world.
55
COCA-COLA :
Coca-Cola is the most popular and biggest selling soft drink in history, as well as the best
known product in the world. Created in Atlanta, Georgia by Dr. John S. Pemberton, Coca-
Cola was first offered as a fountain beverage by mixing Coca-Cola syrup with Carbonated
water. Coca-Cola was registered as a trademark in 1895. Coca-Cola was being sold in every
state and territory in the United States. In 1899, the Co. began franchised bottling
operations in the United States. Today, you can find Coca-Cola in virtually every part of
the world and the Coca-Cola Co. has more than 230 beverages to its portfolio.
56
DIET COKE
“Looking good and tasting great”
Diet Coke was born in 1982 and quickly became the No.1 sugar free drink in diet –
conscious America, known as Diet Coke in the U.S., Canada, Australia and Great
Britain and as Coca-Cola light in other countries; it’s now the No.3 soft drink in the
world. It’s the drink for people who want no calories, but plenty of taste. Ad campaigns
around the world for diet coke share a playful, sophisticated and sexy attitude.
Visit our Audio/Video-center to witness how the Diet Coke North American ad
campaign celebrates the real and human attributes that make people alluring in the eyes
of others.
57
FANTA:
The Coca-Cola Co. acquired a favorite in Europe since the 1940’s, Fanta in 1960. Fanta
Orange is the core flavor, representing about 70% of sales, but other citrus and fruit
flavors have their own solid fan base.
Consumers around the world, particularly teens, fondly associate FANTA with
happiness and special times with friends and family. This positive imagery is driven by
the brand’s fun, playful personality, which goes hand in hand with the bright color
(particularly orange), bold fruit taste, and tingly carbonation. Fanta sells best in Brazil,
Germany, Spain, Japan, Italy and Argentina. Fanta distribution was increased in the
U.S. in 2001 with the return of four flavors: Orange, strawberry, pineapple and grape.
Orange, the biggest seller, is now available in most of the country.
58
LIMCA:
“Light and Lemony”
This thirst quenching beverage features a fresh, light lemon-lime taste and fun-loving
attitude. It’s a homegrown, national treasure in India, where the Coca-Cola Co. acquired
it in 1993. the product’s invigoration taste and cloudy look haven’t changed, but the
brand has been revitalized with a new marketing campaign. Limca continues to build a
loyal following among young adults who love the lighthearted way it compliments the
best moments of their lives. It’s also become a hit in many Persian Gulf countries. Grab
a Limca and go.
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MAAZA:
“Yaari Dosti Taaza Maaza”
with the real fruits taste kids love, plus added calcium, Maaza’s tagline, “Yaari-Dosti
Taaza Maaza “means” Friendship moments with fresh Maaza”in Hindi. Maaza was
introduced in India in 1984 as a no carbonated mango fruit drink. It was acquired by the
Coca-Cola Co. in 1993 and is currently available in three flavors, mango, pineapple and
orange plus added calcium.
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SPRITE:
“Clear, crisp, refreshing.”
Introduced in 1960, Sprite is the world’s leading lemon lime flavored soft drink.
sprite is sold in more than 190 countries and ranks as the No.4 soft drink worldwide,
with a strong appeal to young people. Millions of people enjoy Sprite because of its
crisp, clean taste that really quenches your thirst. But also has an honest,
straightforward attitude about things that sets it apart from other soft drinks. Sprite
encourages you to be true to who you are and to obey your thirst.
61
THUMPS UP:
“Strong Cola Taste, exciting personality”:
Thumps Up is the leading carbonated soft drink and most trusted brand in India,
originally introduced in 1977, it was acquired by the Coca-Cola Co. in 1993. it is
known for it’s strong, fizzy taste and it’s confident, mature and uniquely masculine
attitude. This brand clearly seeks to separate the men from the boys.
0
62
COMMITMENT TOWARDS INDIAN BRANDS
Coca-Cola India (CCI) has implemented aggressive strategies for all the five brands
acquired from Parle. The strategies adopted are in concern with the long –term plans of
Coca-Cola India. The Coca-Cola Co. is the world’s largest beverage Co. and is the leading
producer and marketer of soft drink. The Co. markets 4 of the world’s top 5 brands,
including Diet Coke, Fanta Sprite.
As the 200ml returnable Glass Bottle (RGB) has become the popular package size of the
Indian Carbonated soft Drink Industry. Thumps-up and limca are now available in 200ml
RGB, 300ml RGB, 500mlPET, 2lt PET, 330mlcans thus , along with Coca-Cola and Fanta,
the Indian consumer has a choice of 4 brands in cans. Collectively, the choice in package
sizes available to consumers is now wider than ever before. This has also generated
incremental volume growth at the retail level adding positively to the per capita
consumption in the country.
While thumps Up has always been India’s leading Carbonated soft drinks, Limca is the No.
1 brand in the cloudy lemon segment. From 1993 till date, inputs in both the brands ran the
gamut in advertising to packaging, raising brand awareness to unprecedented levels. The
investment in acquiring these brands and the proceeding inputs there in has seen these
brands grow admirably. While Thumps-up has grown over 50% over the last 3Yrs , Limca
has grown over 20%.Thumps-Up recorded a phenomenal growth of 54% in the Mumbai
market in March 1997, the first month of the launch of the new logo. The new logo that has
a strong streak of blue speed lines adding a powerful element of speed and adventure was
63
featured on 500ml refillable “thunder Pack” bottles. Research conducted by “research
International” in Mumbai showed that 84% of Thumps-Up consumers preferred the new
logo to the old one.
COCA-COLA’S: CREATIVITY IN ADVERTISIMENT
COCA-COLA:
“Thanda Matlab Coca-Cola”
This ad is creative in the sense that, while enjoying they can use the word “Coca-Cola” in
the place of “Thanda”. The word thanda has been made to be synonymous to Coca-Cola.
The Ad is made to target the common people who wish to quench their thirst by just asking
for any brand instead of Coca-Cola. While doing such they may extend their taste, behavior
$preference towards Coca-Cola. The main theme of this slogan is to make the brand
common for every person and at every time.
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THUMPS UP:
“Taste the thunder”
This advertisement is also creative. The slogan itself refers the thundering idea. It
challenges the teenagers for the taste. It is well known the today’s youth want to do
something extraordinary. They
want to show themselves superior. So company is exploiting the mentality of today’s youth
that the product is for them who want to accept the challenges.
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SPRITE:
“Dekhave pe na jao apni akal lagao”
The creative advertisement refers that don’t go on exposure. Try to go on rationality. It
made for those people who want to do their work by their own opinion and taste.
Now a days everything is full of exposure that is made to attract the people and such type of
products always give the dissatisfaction among the people. Therefore the world’s biggest
soft drink company has made a product for the man who doesn’t try to go on exposure and
who always believe in rationality i.e. sprite.
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LIMCA:
“Just! Take it Easy”
It is well known that lemon in used to over come the stress as well as it helps in digesting.
Regarding this truth Coca-Cola made its product Limca, to follow the principle of lemon.
To refers that if someone is in the depth of stress and strain and he want to refresh himself,
he must go on lemon flavor, Limca is the best.
COCA-COLA INDIA-OUR VISION
Provide exceptional strategic leadership on the Coca-Cola India system, resulting in
consumer and customer preference and loyalty, through Coca-Cola’s commitment to them
and in a highly profitable Coca-Cola corporate branded beverages system.
THE COCA-COLA MISSION
67
“THE BEST GLOBAL COMPANY “
The mission of Coca-Cola co. is to increase shareowner value over time. The co.
accomplishes the mission by working with its business partners to deliver satisfaction and
value to customers and consumers through world wide system of superior brands and
services, thus increasing brand equity on a global basis, create customer products, services
and communications, customer service and bottling strategies, process and tools in order to
create competitive advantage and deliver superior value.
HIGHWAY ANALYSIS
An indigenous effort on the behalf of the surveyor in order to be very cautious while
collection of the raw data that is of primary nature of promotion at highways.
This highway is a part of the study undertaken on the behalf of the Coca-Cola Co. in
order to help it design out its next coming years marketing and advertising are
performed in order to capture the psychological attention of the passed by in order to
refresh them.
The study is thereby based on the primary data collected at various refreshing outlets
being covered on the major highways of – Delhi and NCR region. It is basically a
comparative study between the two major “Cola giants”-PEPSI and Coke.
68
The two major routes being covered during my survey on the
project are:
Noida ( Sec-37) To Surajpur.(Route having Pepsi’s- Devyani Bottling Plant)
Vijay Nagar Check Post To Garh Ganga.(Route having Coca-Cola’s Ghaziabad
Production Plant)
SURVEY TERMINOGY
(1) SHOP NAME : Name of the Outlet.
(2) AREA : Route break- through being covered.(Market Area Studied)
(3) GSB : Glow Sign Board.
(4)DPS : Dealer Printed Sign Board.
(5) COUNTERS : Metallic/Wooden Counters With Company’s Printing.
(6) TABLE-CHAIR : Molded Furniture along Umbrella’s various restaurants.
(7) WALL-PAINTING: Outlet containing Co. painting on the wall for
promotion.
(8) SGA : Sales Generating Assets.*Refrigerator. * Ice
Boxes
(9) RACK : Various types of racks holding the display of
the company’s product.
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MARKET PROMOTION ANALYSIS
The research approach being followed in Noida Market was regarding the supervision of
various outlets, which is one of the major consumable highways. There was a special
inspection done onto the statistical need of various sales promoting accessories being
provided to the retailers.
The distributing unit cover’s the over all supply to the market with his efficient sales force
in application. The unit here has a daily requirement of 550 carets of 200ml &300mlof
Coke, ThumpsUp, Fanta, Limca and Sprite. Whereas the pet consumption is concerned the
scenario is:-
500 ml – 65 packs.
2 ltr. - 30 packs.
1ltr. - 70 packs (Kinley- Distilled Water)
# LIMCA being the most demanded range of soft drink.
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TABLE-1
Various consolidated figures representing the share of both COCA-COLA and PEPSI on
Noida Sec (37) to Surajpur Highway.
CATEGORY COCA-COLA PEPSI
GSB 8 20
DPS 7 18
COUNTER 9 23
TABLE-CHAIR &UMBRELLA
2 7
WALL PAINTING 13 35
SGA 35 43
RACK 18 24
Total Number of outlets: 71
Major Areas covered under this Highway:
Surajpur Dadri Road (market).
Sutyana.
Haldwani Crossing.
Bhangel.
Kulesra.
Salarpur.
Baraula.
Noida(sec.37-49).
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TABLE-II
Similar consolidated data in respect of the market share of both COCA-COLA and PEPSI
on Vijay Nagar (check post) to Garh Ganga.
CATEGORY COCA-COLA PEPSI
GSB 83 67
DPS 23 15
COUNTER 39 42
TABLE-CHAIR &UMBRELLA
11 6
WALL PAINTING 59 41
SGA 64 53
RACK 73 61
Total Number of outlets : 121
Major Areas covered under this Highway:
Vijay Nagar.
Masuri.
Hapur.
Pilakhwa.
Gulawati.
Garh Ganga.
72
:
73
FINDINGS & ANALYSIS
74
GLOW SING BOARD
The study here revealed that usually the outlets had GSB’s distribution at a large scale but
they did not cover the entire area. Coca-Cola though had a good promotional share but
Pepsi was not far behind and also gave a challenging stand. Being an era that did not had an
outstanding exposure the outlets were of small entity and were provided with the GSB.
COCA-COLA 83
PEPSI 67
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DEALER PRINTED SIGN BOARD:
Under the area study it could be seen that both Coca-Cola as well as Pepsi did not provided
DPS’s at various outlets, as it is a general view that they are being given at large consuming
outlets. But taking in consideration the market potential here not many of the outlets could
claim such accessories. In all the distribution of it is not lead emphasis thereon by the
companies
COCA-COLA 23PEPSI 15
76
COUNTERS:-
During the study it was observed that over the entire the market region under this category
the COCA-cola CO. FELL BEHIND Pepsi and also the total distribution was not even .
many of the outlets were at commercial places that induced the framework of their own
private interior where there is no scope of counters. They are most needed at “Pan Bhandar,
Juice Corner or Sweet Shop” which are rarely big consumption units.
COCA-COLA 39
PEPSI 42
77
TABLE- CHAIR- UMBRELLA:-
While covering the entire area it was very surprising to know that the companies had no
satisfactory performance out there. Coca-Cola having plant over this route also did not lay
any outstanding effort. This category resembled a very meager growth here and hardly
makes any sense providing it to such places where you cannot bring about any difference in
the promotion of the product.
COCA-COLA 11PEPSI 6
78
WALL PAINTING :
On the survey duration it was observed that in such areas where after every (5-7) a new
small started, where we generally know that people follow signs & painted advertisement.
Thus a close stand by Pepsi was seen and the outlets experienced mostly either Coca-Cola
or Pepsi. But the share of it could not be seen much as the people are already aware of both
the enterprises.
COCA-COLA 59
PEPSI 41
79
SALES GENERATING ASSET:-
They are the assets being categorized, which play a vital role in preservation of the products
– refrigerators or iceboxes. Many of the outlets do had them in abundance but others had to
only feed upon one of them . this being the most essential requirement for outlet one who
stocks soft drinks as no one is going to purchase a hot one. A handsome distribution follow
onto the outlets can be seen which also sometimes make people aware of advertising being
done through this source.
COCA-COLA 64
PEPSI 53
80
RACKS:-
The entire survey dealt with the distribution of accessories, which are one of the essential
ones to have an impressive promotional outlay. Among the best reviewed one was “racks”
which have been provided at non-accountable reason, which shows that people may place it
at & mark as symbol promotional induction to the retailers.
COCA-COLA 73
PEPSI 61
They compete vigorously, and at the same time they cooperate smartly with their strategic
partners in their supply and distribution chain.
Every company has a set of department to viewing it as a system for managing core
process. Company must manage and master such basic process order generation to order
fulfillment.
In modern marketing discipline mass market are fragmenting in micro- market, multiple
distribution channel are replacing single channel, price discounting and sales promotion.
Designing the best marketing mix “To make a sale” there is growing emphasis on designing
the best relationship mix for winning and keeping customer. Good customer are an asset
81
which , when will managed and served, will return a handsome lifetime income stream to
Co.
Relationship marketing is not only a company drives to bond better with their consumer.
Companies also develop mutually profitable relationships with their retailer, supplier and
distributor. If the Co. squeezes its retailer profit unduly, it forces too much product on
distributor the Co. will fail. Smart companies check & balance with their supplier and
distributor in the drive to better serve their ultimate customer.
And marketing, at its best goes beyond meeting existing customer needs. Good company
will meet needs; and great companies will create a market.
82
TABLE-III
Marketing promotional data being collected through daily survey as to the scenario of both
Coca-Cola and Pepsi and inspecting the need of the promotional accessories therefore. The
entire highway market being studied started from Sumam theatre to Kadrabad.
CATEGORY COCA-COLA PEPSI NONE
GSB 39 15 4
DPS 31 9 18
COUNTER 28 27 3
TABLE-CHAIR &UMBRELLA
9 5 44
WALL PAINTING 31 17 10
SGA 29 26 3
RACK 27 29 2
Total Number of Outlets: 58
Major Market Area Covered on the Highway:
Suman Theatre.
Govindpuri.
Rajchopla
Kadrabad.
83
GLOW SIGN BOARD:-
Being a small market equipped of various small shops and cool corners they mostly
possessed the GSB’s. While at some big outlets there may be 2 or more. Taking into
consideration this market Pepsi has a high competitive share with Coca-Cola, which need to
be taken care of.
0
10
20
30
40
COCA-COLA
PEPSI NONE
GSB
DEALER PRINTED SIGN BOARD: -
Many of the outlets were provided the DPS’s while the market promotional activities had
been conducted. Pepsi though behind Coca-Cola in this category had not lead down much
emphasis on it. Usually found at bigger outlets that do bulk stocking of the product as the
company’s advertising is being featured on it.
0
10
20
30
40
COCA-COLA
PEPSI NONE
DPS
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COUNTERS:-
Both Pepsi as well as Coca-Cola go hand in hand under this criterion. On regular basis the
counters of Coca-Cola were distributed earlier and Pepsi made its distribution later, which
was observed as a result that the later ones seemed new. The counters do add to the outlets
initial impact at the consumer, which attracts him to make the purchase.
0
510
152025
30
COCA-COLA
PEPSI NONE
COUNTER
TABLE- CHAIR-UMBRELLA:-
In the market of Modinagar there’s a limited scope for these accessories as they are found
mostly at open air restaurants having large premises. The restaurants here are not much
sophisticated with gardens or compounds having place to put in Umbrellas, etc. also a
major share of the market is left untouched by such provisions that may flourish in near
future.
0
10
20
30
40
50
COCA-COLA
PEPSI NONE
TABLE-CHAIR & UMBRELLA
85
WALL-PAINTING:-
Various sweets corners and cooling points at the market bore it. Recently Coca-Cola
revived the entire market painting and turned the whole market in “red”. Thus , at various
Pepsi outlets even the retailers got their display and walls painted red with Coca-Cola’s
advertisements.
0
10
20
30
40
COCA-COLA
PEPSI NONE
WALL PAINTING
SALES GENERATING ASSET:-
there is high demand of refrigerators by the retailers, as they want to have an increase in the
number of SGA’s to stock more. Both Coca-Cola and Pepsi had already provided each at
their respective corners. Under this segment both of them have near about stand this being
one of the basic necessities.
0
10
20
30
COCA-COLA
PEPSI NONE
SGA
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RACK:-
Under this category it’s Pepsi who has taken the lead as a result of their recently organized
rack distribution scheme. The retailers in return had to purchase additional stock for display
on the racks in turn of PET bottles. They do play a major role in the display of the product
outside the cool corners and helps in attracting the consumers
.
0
10
20
30
COCA-COLA
PEPSI NONE
RACK
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EXPLANATION
1) GSB- GLOW SING BOARD:
It is a display board or hoarding bearing the promotional advertisement of the respective
product of the company. The companies for their product promotion and sales enhancement
usually provide them.
2) DPS-DEALER PRINTED SIGN BOARD :
Display boards of the same nature with an additional feature of the retailer’s name or the
outlet’s name being mentioned on them, in order that the sponsors bear the value –addition
on the behalf of the company. Usually provided to stockiest who have large consumption of
the product.
3) COUNTERS:
Wooden or metallic framework provided by the company to the exclusive outlets which
either stock in bulk or which are particular brand outlets. The company in return promises a
certain fixed stock supply
for a certain time period. The counters bear the company’s advertisements as a source of
marketing promotion.
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4) TABLE- CHAIR- UMBRELLA:
Molded furniture of plastic is being provided at various open-air restaurants or “dhabas” for
the convenience of the customers while their visits. In return the company achieves product
promotion as well as retailers satisfaction. They can also be seen at various street side cafes
and juice corners.
5) WALL PAINTINGS:
painting of the brand advertisements on the walls of the outlets, which in result attract and
remind the consumers about the product. This makes the consumer aware of the popularity
and promotional effort made on the behalf of the company.
6) SGA-SALES GENERATING ASSET:
Under this category we generally head the refrigeration, visicoolers, and even the old
designed iceboxes. On the other hand it enables to motivate the retailers for better sales on
company’s behalf.
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RACKS:
They are different types of plastic or material holders, which are used for the display of the
pet and other glass bottle. This creates a healthy exposure of the products, remembrance to
the ultimate consumers.
These all help in generating the company’s brand image at different levels:
Market
Retailers
Consumers
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LIMITATIONS
The HIGHWAY SURVEY being conducted as the project work under Hindustan Coca-
Cola Beverages Pvt. Ltd. Mainly dealt with the following limitations:-
1. The survey report that was conducted had a pre-defined boundation of
interviewing the retail outlet owners. It’s based on simple observational
analysis which may lead to deflection at the time of conclusion arrival.
2. The survey sheet being designed had a limited scope of primary data
coverage only. It did not take into consideration the other availability of
supply and Co ground on which it decided upon the provision of
distribution of the promotional accessories.
4 During the entire survey the retailers willingness for acquiring the
accessories in accordance with the schemes followed with them could not
be noticed. This could be one of the reasons of the non-appropriate
promotional efforts in making an awareness
among the customers
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CONCLUSION
2) The various retailer had an enormous demand for better GSB’s and in many cases of
DPS for a better, impressive outlet look to attract consumers.
3) The endless demand of visicoolers in order to store large quantity of stock as a part
of marketing and distribution promotional function of the company is studied
therein.
4) The steady flow of the company’s promotional accessories could be felt irrespective
of the consumption of the outlets of the product. For example: racks, counters, sign
boards, etc.
5) In a competitive environment the company got to study the schemes of their closest
rivals, which they followed and in return fulfilled, the needs regarding their outlets
set up.
6) Timely check up of the proper usage of the Co’s assets (SGA) being made as well
as their malfunctioning is rectified.
7) Misuse of the Coca-Cola SGA’s should be brought into consideration as a retailers,
stock, other companies, stock and depreciate the demand of the source company.
8) The archrivals product study can be entertained from the retailers and the privilege
on their part is known which helps in formulation of better marketing promotional
scheme’s
9) Pepsi’s regular stockholders be traced and break up by providing motivational
introductory offers enhancing the market capture.
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10) Coca-Cola should try to make arrangements so that the marketing representatives
would visit the retail outlets regularly and try to solve the retailers, as well as the
distributors, problems which they usually face during the peak season.
11) Better efficient sales representatives be appointed to update the retailers about the
schemes in comparison to Pepsi. This would encourage a curiosity regarding the
Coca-Cola schemes among them.
The complaints of the retailers be studied and paid attention of the highest degree to ensure
better market capturing.
So…
“Jo chaho ho jaye coca-
cola enjoy”
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BIBLIOGRAPHY
BOOKS
Kothari Philip, Marketing Management, Prentice Hall India, New Delhi.
Kothari C.R, Research Methodology, Wishwa Prakashan, New Delhi.
NEWSPAPERS
The Times of India
Business Times
Economic Times
WEBSITES
www.cocacola.com .
www.google.com
www.coca-colaindia.com
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QUESTIONNARE
Route No. :-
Name of outlet:-
Contact person:
Address:-
1 . Type of Channel:-
(a) Eatery (b) Grocery (c) Convenience (d) Institute (e) Other
2. Infrastructure of retail outlet :- (A) Pepsi Coca-Cola
(a) Empty (i) (i)
(b)Vision/oye (ii) (ii)
(c ) Ice box (iii) (iii)
(d) Signage (iv) (iv)
3. Pack availability of a daily average sale:- (B) Pepsi Coca-Cola (a) 200ml (i) (i)
(b ) 300ml (ii) (ii) (c ) 500ml (iii) (iii)
(d) 2000ml (iv) (iv) (e) Aquarian/Kinsley (v) (v)
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4. Facilities Provided by company:
(a) Cash Discount (i) (i)
(b) Credit (ii) (ii)
(c) Empty loan (iii) (iii)
(d) Other (iv) (iv)
5. Types of Status:
(a) Pepsi monopoly (b) Coca-Cola monopoly
(c) Mix
5. Which company product you sell more?
(a) Pepsi (b) Coca-C0la (c) Both
6. Why you prefer Pepsi /Coke or mix (please. Rank it):
(a) Consumer demand
(b) Service
(c) Scheme
(d) Personal relationship with company employee
(e) Facility provided by the company
(f) Relation with root agent
(g) Company staff frequently visit
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7. Retailer satisfaction regarding service:
(i) Which company provides better delivery?
a) Pepsi (b) Coke (c) Both (d) None
(ii) Which company vehicle arrives on time?
(a) Pepsi (b) Coke (c) Both (d) None
(iii) Which company provides better service in emergency?
(a) Pepsi (b) Coke (c) Both (d) None
(iv) Which company’s vehicle is more regular in visit?
(a) Pepsi (b) Coke (c) Both (d) None
9. Retailer satisfaction equipment:
(i) Which company provides better scheme (visi/oye)
(a) Pepsi (b) Coke (c) Both (d) None
(ii) Which company provides better scheme for ice box:
(a) Pepsi (b) Coke (c) Both (d) None
10. Retailer satisfaction scheme:
(i) Which company comes out with good schemes?
(a) Pepsi (b) Coke (c) Both (d) None
(ii) Which company executes his marketing scheme?
(a) Pepsi (b) Coke (c) Both (d) None
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(iii) Which company provides better option for marketing scheme?
(a) Pepsi (b) Coke (c) Both (d) none
(iv) Which company offers other more trade scheme:
(a) Pepsi (b) Coke (c) Both (d) None
(v) Which company offers more value trade scheme?
(a) Pepsi (b) Coke (c) Both (d) None
11. Regular satisfaction relationship:
(i) Which company route agent behaves more supportively and professionally?
(a) Pepsi (b) Coke (c) Both (d) None
(ii) Which company official visits more frequently?
(a) Pepsi (b) Coke (c) Both (d) None
(iii) Which company officer provides better solutions?
(a) Pepsi (b) Coke (c) Both (d) None
12. Problem (if any):
13. Suggestion (if any):
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