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

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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

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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.

59

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.

60

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.

64

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.

65

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.

66

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.

70

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

75

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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