prannoy raj coca-cola

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Summer Internship Project Report

On

An Assessment of Competitiveness of Coca Cola in Soft drink

Industry in India- A Study conduct in Patna

Prepared by-

PRANNOY RAJ

P.G.D.M-2010-2012

In the Partial fulfillment of

Post Graduate Diploma in Business Management

Year - 2010-2012

Under thr guidance of submitted to:-

Miss. Swati Gupta Dr. Ashish Agarwal

IIMT Professional college

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CERTIFICATE

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Declaration

I Prannoy Raj , a student of PGDM III Semester in the year 2010-2011, hereby declare that.

I have undergone training at- HINDUSTAN COCA COLA BEVERAGES PVT. LTD.,PATNA,

this report is an original work carried out by me and the report has not been submitted to any other

University for the award of any degree or diploma.

Place :- Prannoy Raj

Date :- PGDM-III Semester

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Acknowledgement

My first regards are to the almighty God, without the wish of whom not even a single leaf

can move. It was Gods grace which helped me to complete this project. My belief in him enabled

me to embark upon this task, move to the righteous path and recede to the realms of fact.

I am extremely gratified to Dr. Ashish Agarwal (Director), who was extremely helpful in offering

his professional expertise and bestowing me practical knowledge in all spheres related to the whole

research project done.

I am always beholden to my God, for always being with me and showing me the right

ways, my family members, for always doing favors to me and my friends and colleagues

consistently helped with encouragement and criticism throughout the project work, for always

lifting my sights to higher vision, raising my personality beyond normal limitation and for realizing

me my strengths and potential, this project owes a great deal to it and so do I.

I am thankful to my parents whom were always with me during my project and

encouraged me during this time. I am very thankful to my guide Mr. Durgesh Jha (Marketing &

Operations Executive, HCCBPL, Patna), for providing me an opportunity to undertake this project.

He helped me by answering each query of mine.

This project was a great experience for me, as it made me aware of professional culture that

exists in an organization, about the market, qualities required at work and how to deal with the

customers.

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I am heartily indebted to the respondents (outlet owners) who gave their valuable time in

listening to me and providing information, which was very important for project without which my

project would not have been completed.

I would like to thank my all faculties guides who are nurtured me from the start of my post

graduate course in such a way that would be beneficial for me during my SIP. Any degree of thanks

to them from me would be less.

I would also like to thankMr. Ashish Kumar Jha ( Area Channel Manager, HCCBPL),

Mr. Manish Kumar( HR Manager, HCCBPL) for providing me an opportunity to work in their

organization.

My sincere thanks also goes to my friends and employees of HCCBPL Mr. Vijay Das,

Subhash kumar and Niraj kumar who all helped me a lot during my project.

Last but not the least I would like to thanks all those persons who are directly or indirectly

helped me to accomplish my project work.

Prannoy Raj

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PREFACE

Its a thing of massive gratification for me to pressent this research Project Report on the topic

An Assessment of Competitiveness of Coca Cola in Soft drink Industry in India- A Study

conduct in Patna.

I myself have for a long time deeply interested in studying consumer trends & behavior

towards soft drink industry.

This project attempts to identify and define areas related to consumer behavior towards

soft drink products. It also attempts to develop at least first approach to these areas, to think

through policies, principles, and practices to accomplish the new tasks and to satisfy the customer

needs. By this practical training I am able to equip understanding, the thinking, the knowledge, and

the skills for today and also for tomorrows market exigency.

Initially I was just having the bookish knowledge about all Marketing policies, practices

and functions, but after doing this research, I got most of the practical knowledge. I have come to

know, what actually happens in the mind of consumer.

Though it is not possible to have the information of all the spheres in market, in such a

very short period, but I tried to get more and more about all functions and practices applied in

practical working, I have particularly stresses on.

I saw that though the times are hard but if same thing innovative is done, people will

get more craze for that.

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This project is intended for a wide audience. It will be useful to not only the students of

management, marketing management and consumer behavior, but also to the people in any other

field and management practitioners who want to understand and enrich their understanding of

consumer trends & effectively manage their sales.

PRANNOY RAJ

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Table of Contents

S.No. Contents Page no.

1 Executive Summary 9-10

2 Introduction about Coca Cola 11-19

3 Mission, Vision & Values 20-23

4 Coca Cola in India 24-26

5 Organizational Structure of Coca Cola 27

6How HCCBPL, Patna works

28-29

7Product Profile

30-41

8Competitors Profile

42-45

9Review of Literature

46-51

10Objective of Study

52-53

11 SWOT Analysis 54-55

12Research Methodology

56-60

13Analysis & Interpretations

61-92

14Limitations

93

15Findings

94-95

16 Conclusions 96

17 Recommendations ( a food of thought for

the organization)

97

18 Bibliography 98

19 Annexure 99-103

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Executive Summary

This project titled An Assessment of competitiveness of Coca Cola in soft drink

Industry in India- A study in Patna has been carried out with the permission of Hindustan

Coca Cola Beverages Pvt. Ltd., Patna. The Project has been carried out in Patna. The Project has

been carried out with intent to determine the position of Coca Cola in India.

Coca-Cola was first introduced by Dr.John Stith 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 Jacobs

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.

This study has been carried in order to see the competitiveness of Coca Cola on various

parameters. The parameters are regarding the facilities provided to outlets, the activations in the

outlets, the availability of visi-coolers in the outlets, the satisfaction level of the retailers regarding

the handling of faults in coolers, promotional activities and the demand of the ultimate consumers.

Activations are the elements which are used for generation of sales. They do not directly

generate sales but they create an image in the minds of consumers. These are the merchandise

products which the company uses. Activation elements are Flex Board, Glow Shine Board,

Bunting, Poster, Racks, umbrella, etc. Visi-coolers are sales generating assets used by the company

to the outlets for selling the cold drinks.

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Data in this study has been collected through questionnaire. A total of 200 outlets have been

questioned in this study. The sample has been chosen by convenience sampling. All the questions

in the questionnaire have been critically analyzed through the help pie charts. At last suggestions

have been given to the company.

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CHAPTER -1

INTRODUCTION ABOUT COCA

COLA

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Introduction about Coca Cola

Atlanta begins

It was 1886, and in New York Harbor, workers were constructing the Statue of Liberty.

Eight hundred miles away, another great American symbol was about to be unveiled. Like many

people who change history, John Pemberton, an Atlanta pharmacist, was inspired by simple

curiosity. One afternoon, he stirred up a fragrant, caramel-colored liquid and, when it was done, he

carried it a few doors down to Jacobs' Pharmacy. Here, the mixture was combined with carbonated

water and sampled by customers who all agreed -- this new drink was something special. So

Jacobs' Pharmacy put it on sale for five cents a glass.

Pemberton's bookkeeper, Frank Robinson, named the mixture Coca-Cola, and wrote it out

in his distinct script. To this day, Coca-Cola is written the same way. In the first year, Pemberton

sold just 9 glasses of Coca-Cola a day.

A century later, The Coca-Cola Company has produced more

than 10 billion gallons of syrup. Unfortunately for Pemberton, he

died in 1888 without realizing the success of the beverage he had

created. Over the course of three years, 1888-1891, Atlanta

businessman Asa Griggs Candler secured rights to the business for a

total of about $2,300. Candler would become the Company's first

president, and the first to bring real vision to the business and the

brand.

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Beyond Atlanta

Asa G. Candler, a natural born salesman, transformed Coca-Cola from an invention into a

business. He knew there were thirsty people out there, and Candler found brilliant and innovative

ways to introduce them to this exciting new refreshment. He gave away coupons for complimentary

first tastes of Coca-Cola, and outfitted distributing pharmacists with clocks, urns, calendars and

apothecary scales bearing the Coca-Cola brand. People saw Coca-Cola everywhere, and the

aggressive promotion worked. By 1895, Candler had built syrup plants in Chicago, Dallas and Los

Angeles.

Inevitably, the soda's popularity led to a demand for it to be enjoyed in new ways. In 1894,

a Mississippi businessman named Joseph Biedenharn became the first to put Coca-Cola in bottles.

He sent 12 of them to Candler, who responded without enthusiasm. Despite being a brilliant and

innovative businessman, he didn't realize then that the future of Coca-Cola would be with portable,

bottled beverages customers could take anywhere. He still didn't realize it five years later, when, in

1899, two Chattanooga lawyers, Benjamin F. Thomas and Joseph B. Whitehead, secured exclusive

rights from Candler to bottle and sell the beverage -- for the sum of only one dollar.

Safeguarding the brand

Imitation may be the sincerest form of flattery, but The Coca-Cola Company was none too

pleased about the proliferation of copycat beverages taking advantage of its success. This was a

great product, and a great brand. Both needed to be protected. Advertising focused on the

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authenticity of Coca-Cola, urging consumers to "Demand the genuine" and "Accept no substitute."

The Company also decided to create a distinctive bottle shape to assure people they were

actually getting a real Coca-Cola. The Root Glass Company of Terre Haute, Indiana, won a contest

to design a bottle that could be recognized in the dark. In 1916, they began manufacturing the

famous contour bottle. The contour bottle, which remains the signature shape of Coca-Cola today,

was chosen for its attractive appearance, original design and the fact that, even in the dark, you

could identify the genuine article.

As the country roared into the new century, The Coca-Cola Company grew rapidly, moving

into Canada, Panama, Cuba, Puerto Rico, France, and other countries and U.S. territories. In 1900,

there were two bottlers of Coca-Cola; by 1920, there would be about 1,000.

The wood ruff legacy

Perhaps no person had more impact on The Coca-Cola Company than Robert Woodruff. In

1923, four years after his father Ernest purchased the Company from Asa Candler, Woodruff

became the Company president. While Candler had introduced the U.S. to Coca-Cola, Woodruff

would spend more than 60 years as Company leader introducing the beverage to the world beyond.

Woodruff was a marketing genius who saw opportunities for expansion everywhere. He led

the expansion of Coca-Cola overseas and in 1928 introduced Coca-Cola to the Olympic Games for

the first time when Coca-Cola traveled with the U.S. team to the 1928 Amsterdam Olympics.

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Woodruff pushed development and distribution of the six-pack, the open top cooler, and many

other innovations that made it easier for people to drink Coca-Cola at home or away. This new

thinking made Coca-Cola not just a huge success, but a big part of people's lives.

The war and its Legacy

In 1941, America entered World War II. Thousands of men and women were sent overseas.

The country, and Coca-Cola, rallied behind them. Woodruff ordered that "every man in uniform

gets a bottle of Coca-Cola for 5 cents, wherever he is, and whatever it costs the Company." In

1943, General Dwight D. Eisenhower sent an urgent cablegram to Coca-Cola, requesting shipment

of materials for 10 bottling plants. During the war, many people enjoyed their first taste of the

beverage, and when peace finally came, the foundations were laid for Coca-Cola to do business

overseas.

Woodruffs vision that Coca-Cola be placed within "arm's reach of desire," was coming

true -- from the mid-1940s until 1960, the number of countries with bottling operations nearly

doubled. Post-war America was alive with optimism and prosperity. Coca-Cola was part of a fun,

carefree American lifestyle, and the imagery of its advertising -- happy couples at the drive-in,

carefree moms driving big yellow convertibles -- reflected the spirit of the times.

A world of customers

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After 70 years of success with one brand, Coca-Cola, the Company decided to expand with

new flavors: Fanta, originally developed in the 1940s and introduced in the 1950s; Sprite followed

in 1961, with TAB in 1963 and Fresca in 1966. In 1960, The Coca-Cola Company acquired The

Minute Maid Company, adding an entirely new line of business -- juices -- to the Company.

The Company's presence worldwide was growing rapidly, and year after year, Coca-Cola

found a home in more and more places: Cambodia, Montserrat, Paraguay, Macau, Turkey and

more.

Advertising for Coca-Cola, was always an important and exciting part of its business, really

came into its own in the 1970s, and reflected a brand connected with fun, friends and good times.

The international appeal of Coca-Cola was embodied by a 1971 commercial, where a group of

young people from all over the world gathered on a hilltop in Italy to sing "I'd Like to Buy the

World a Coke."

In 1978, The Coca-Cola Company was selected as the only Company allowed to sell

packaged cold drinks in the People's Republic of China.

Coke and New coke

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The 1980s -- the era of legwarmers, headbands and the fitness craze, and a time of much

change and innovation at The Coca-Cola Company. In 1981, Roberto C. Goizueta became

chairman of The Board of Directors and CEO of The Coca-Cola Company. Goizueta, who fled

Castro's Cuba in 1961, completely overhauled the Company with a strategy he called "intelligent

risk taking."

Among his bold moves was organizing the numerous U.S. bottling operations into a new

public company, Coca-Cola Enterprises Inc. He also led the introduction of diet Coke, the very first

extension of the Coca-Cola trademark; within two years, it had become the top low-calorie drink in

the world, second in success only to Coca-Cola.

One of Goizueta's other initiatives, in 1985, was the release of a new taste for Coca-Cola,

the first change in formulation in 99 years. In taste tests, people loved the new formula, commonly

called new Coke. In the real world, they had a deep emotional attachment to the original, and

they begged and pleaded to get it back. Critics called it the biggest marketing blunder ever. But the

Company listened, and the original formula was returned to the market as Coca-Cola classic, and

the product began to increase its lead over the competition -- a lead that continues to this day.

New Markets and Brands

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The 1990s were a time of continued growth for The Coca-Cola Company. The Company's

long association with sports was strengthened during this decade, with ongoing support of the

Olympic Games, FIFA World Cup football (soccer), Rugby World Cup and the National Basketball

Association. Coca-Cola classic became the Official Soft Drink of NASCAR racing, connecting the

brand with one of the world's fastest growing and most popular spectator sports.

And 1993 saw the introduction of the popular "Always Coca-Cola" advertising campaign,

and the world met the lovable Coca-Cola Polar Bear for the first time. New markets opened up as

Coca-Cola products were sold in East Germany in 1990 and returned to India in 1993.

New beverages joined the Company's line-up, including Powerade sports drink, Qoo

children's fruit drink and Dasani bottled water. The Company's family of brands further expanded

through acquisitions, including Limca, Maaza and Thums Up in India, Barq's root beer in the U.S.,

Inca Kola in Peru, and Cadbury Schweppes' beverage brands in more than 120 countries around the

world. By 1997, the Company already sold 1 billion servings of its products every day, yet knew

that opportunity for growth was still around every corner.

Coca Cola Now

In 1886, Coca-Cola brought refreshment to patrons of a small Atlanta pharmacy. Now well

into its second century, the Company's goal is to provide magic every time someone drinks one of

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its more than 500 brands. Coca-Cola has fans from Boston to Budapest to Bahrain, drinking brands

such as Ambasa, Vegitabeta and Frescolita. In the remotest corners of the globe, you can still find

Coca-Cola.

Coca-Cola is committed to local markets, paying attention to what people from different

cultures and backgrounds like to drink, and where and how they want to drink it. With its bottling

partners, the Company reaches out to the local communities it serves, believing that Coca-Cola

exists to benefit and refresh everyone it touches.

From the early beginnings when just nine drinks a day were served, Coca-Cola has grown

to the worlds most ubiquitous brand, with more than 1.7 billion beverage servings sold each day.

When people choose to reach for one of The Coca-Cola Company brands, the Company wants that

choice to be exciting and satisfying, every single time.

Mission, Vision & Values

The world is changing all around us. To continue to thrive as a business over the next ten

years and beyond, we must look ahead, understand the trends and forces that will shape our

business in the future and move swiftly to prepare for what's to come. We must get ready for

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tomorrow today. That's what our 2020 Vision is all about. It creates a long-term destination for our

business and provides us with a "Roadmap" for winning together with our bottling partners.

Mission

Roadmap starts with their mission, which is enduring. It declares the purpose as a

company and serves as the standard against which we weigh our actions and decisions.

To refresh the world...

To inspire moments of optimism and happiness...

To create value and make a difference.

Vision

vision serves as the framework for their Roadmap and guides every aspect of business by

describing what they need to accomplish in order to continue achieving sustainable, quality

growth.

People: Be a great place to work where people are inspired to be the best they can be.

Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and

satisfy people's desires and needs.

Partners: Nurture a winning network of customers and suppliers, together we create

mutual, enduring value.

Planet: Be a responsible citizen that makes a difference by helping build and support

sustainable communities.

Profit: Maximize long-term return to shareowners while being mindful of our overall

responsibilities.

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Productivity: Be a highly effective, lean and fast-moving organization.

Winning Culture

Their Winning Culture defines the attitudes and behaviors that will be required of us to make

their 2020 Vision a reality.

Live Our Values

Their values serve as a compass for our actions and describe how we behave in the world.

Leadership: The courage to shape a better future

Collaboration: Leverage collective genius

Integrity: Be real

Accountability: If it is to be, it's up to me

Passion: Committed in heart and mind

Diversity: As inclusive as our brands

Quality: What we do, we do well

Focus on the Market

Focus on needs of our consumers, customers and franchise partners

Get out into the market and listen, observe and learn

Possess a world view

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Focus on execution in the marketplace every day

Be insatiably curious

Work Smart

Act with urgency

Remain responsive to change

Have the courage to change course when needed

Remain constructively discontent

Work efficiently

Act Like Owners

Be accountable for our actions and inactions

Steward system assets and focus on building value

Reward our people for taking risks and finding better ways to solve problems

Learn from our outcomes -- what worked and what didnt

Be the Brand

Inspire creativity, passion, optimism and fun.

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CHAPTER-2

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Coca Cola in

India

Coca Cola in India

Coca-Cola, the corporation nourishing the global community with the worlds largest

selling soft drink concentrates since 1886, returned to India in 1993 after a 16 year hiatus, giving a

new thumbs up to the Indian soft drink market. In the same year, the Company took over ownership

of the nations top soft-drink brand and bottling network. Its no wonder Coca cola brands have

assumed an iconic standards in the minds of world customers.

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A Healthy Growth to The Indian Economy

Ever since, Coca-Cola India has made significant investments to build and continually

consolidate its business in the country, including new production facilities, waste water treatment

plants, distribution systems, and marketing channels. Coca-Cola India is among the countrys top

international investors, having invested more than US$ 1 billion in India in the first decade, and

further pledged another US$100 million in 2003 for its operations.

A Pure Commitment to The Indian Economy

The Company has shaken up the Indian carbonated drinks market greatly, giving consumers

the pleasure of world-class drinks to fill up their hydration, refreshment, and nutrition needs. It has

also been instrumental in giving an exponential growth to the countrys job listings.

Creating Enormous Job Opportunities

With virtually all the goods and services required to produce and market Coca-Cola being

made in India, the business system of the Company directly employs approximately 6,000 people,

and indirectly creates employment for more than 125,000 people in related industries through its

vast procurement, supply, and distribution system. The Indian operations comprises of 50 bottling

operations, 25 owned by the Company, with another 25 being owned by franchisees. That apart, a

network of 21 contract packers manufacture a range of products for the Company. On the

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distribution front, 10-tonne trucks open bay three-wheelers that can navigate the narrow

alleyways of Indian cities constantly keep the brands available in every nook and corner of the

countrys remotest areas. These are only some of the facts that speak about the Coca Colas

commitment to the growth of the Indian Economy.

Organizational Structure of Coca Cola

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Note- Here Marketing Manager is also known as channel manager.

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How HCCBPL, Patna works

The HCCBPL, Patna works on the principle ofRED ( Right Execution Daily). Right execution

daily is a sales tool of the company. Through Right execution daily the company tries to increase

their sales with the help of three elements.

Visi Cooler

Availability

Activation

The Market Developers (MD) visits their allotted outlets and executes on these three elements.

In Patna the visi coolers is looked after by the SGA (Sales Generating assets) Department.

The availability of the products is looked by the MD visiting the outlets and the activation is looked

after by the Marketing department.

The Coolers are provided to the outlet as per their requirement to sell the products of Coca

cola when they show their sales for a certain period of time. The cooler sizes are as follows:-

1) 2VC

2) 4VC

3) 7VC

4) 9VC

5) 11VC

6) 15VC

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7) 20 VC

8) 30VC

Activation is seen by the marketing department. Activation means putting up of merchandise

products which help in the generation of sales for the company. These products do not directly

increase the sale but help in sales generation by creating an aura among the consumer and by

motivating the outlet owners.

The different types of activation element used are :-

1) Flex Board

2) Glow shine board

3) Painting

4) Racks

5) Bunting

6) Posters

7) Price Communications

8) Umbrella

9) Non lit flange, etc.

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CHAPTER-3

PRODUCt

profile

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Product Profile

Different Brands of Company

The Coca Cola company offers a wide range of products to the customers including beverages, fruit

juices and bottled mineral water. The company is always looking to innovate and come up with,

either complete new product or new ways to bottle or pack the existing drinks. The coca cola offers

a wide range of products out of which the following products are marketed by HCCBPL:

In the Cola section:

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In the Lemon section:

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In the Orange section:

In the Mango section:

In the Juice section:

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In the Apple section:

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In the soda water and Mineral water section:

Brand Taglines:

Thums up Taste the Thunder

Coca Cola Open Happiness, Thanda matlab Coca Cola

Sprite Seedhi baat no bakwas, clear hai

Limca Fresh ho jao, mazza taazgi ka

Fanta(Apple) Go bite

Maaza Bina guthli wala aam

Brand Ambassdors

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Thums up Akshay Kumar

Coca cola Aamir khan, Imran Khan

Sprite Shahrukh khan

Fanta Genelia Dsouza

Limca Riya sen

MMPO- Nikhil Chinnappa

Brief Profile

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Diet Coke

Diet coke was born in 1982 and quickly became no.1 sugar free drink in diet conscious America.

Known as Diet Coke in the U.S., Canada, Australia and Great Britain, and as the coca cola light in

other countries, it is now the no. 3 soft drink in the world. It is the drink for the people who want no

calories, but plenty of taste. Ad campaigns around the world for Diet Coke share a playful,

sophisticated and fun loving attitude.

Coca cola

This is the worlds favorite drink, the worlds most valuable brand. The most recognizable word we

come across after ok. Coca cola returned to India in 1993 and over the years it has captured the

imagination of the nation, building strong associations with cricket, the thriving cinema industry,

music etc. Coca cola has been strongly associated with cricket, sponsoring the world cup 1996 and

various other tournaments.

Thums up

Thums up is a leading carbonated soft drink and most trusted brand inIndia. Originally introduced

in 1977 by Gold sports, it was acquired by Coca Cola company in 1993. Thums up is known for its

strong, fizzy taste and its confident, mature and unique masculine attitude. This brand seeks to

separate men from boys. In Patna Thums up is also the LEAD Cola as it has the highest demand

among the cola section.

Sprite

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Worldwide Sprite is ranked as no. 4 soft drink & is sold in more than 190 countries. In India it was

launched in 1999 & today it is known to be one of the fastest growing soft drink, leading the clear

lime category. Today Sprite is perceived as a youth icon. Sprite has a straight forward and honest

attitude.

Limca Lime

n lemony Limca, the drink that can cast a tangy refreshing spell on anyone, anywhere. Born in

1971, Limca has been the original thirst choice, of millions of consumers over 4 decades. The

brand has been displaying healthy volume growth year on year and Limca continues to be the

leading flavors of soft drink in the country.

Maaza

Maaza was launched in 1976. Here was a drink that offered the same real taste of fruit juices and

was available throughout the year. In 1993 it was acquired by coca cola in India. Maaza

currently dominates the fruit drink category. Over the years brand Maaza has been synonyms with

mango. This has been the result of such successful campaigns like Taaza mango maaza mango

and Botal me aam, Maaza hai naam. Consumers regard Maaza as wholesome natural, fun drink

which delivers the real experience of fruit.

Fanta

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Internationally, Fanta- The Orange drink of the coca cola company, is seen as one of the favorite

drink since 1940s. Fanta entered the Indian market in the year 1993. Over the years Fanta has

occupied a strong market place and is identified as The fun catalyst. Perceived as fun youth

brand, Fanta stands for its vibrant color, tempting taste and tingling bubbles that not just uplifts

feeling but also helps free spirit thus encouraging one to indulge in the moment. This positive

imagery is associated with happy, cheerful and special times with friends.

Kinley Water

Kinley water understands the value of Water- the life giving force. Kinley water thus promises

water that is as pure as it is meant to be. The Water you can trust to be truly safe and pure. Kinely

water comes with the assurance of safety from the coca cola company.

Minute Maid Pulpy Orange

Orange juice with real orange pulp with this slogan, Coca Cola launched its Minute maid brand

of orange juice for the first time in the country at Hyderabad. Though Coca Cola India had in its

portfolio the highly successful Maaza brand in the juices segment( which it got from the chouhans),

this was the first time company introduced some of the products from its minute maid portfolio.

The roll out of the naturally refreshing orange beverage with real pulp was designed to extend the

companys market leadrership in the juice segment.

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Minute Maid Nimbu Fresh

Riding on the success of MMPO, coca cola in India launched its latest product variant under the

Minute Maid brand Umbrella. The new Minute Maid Nimbu Fresh is a lemon juice- based drink

with no added preservative or added color, developed for Indian market. The Lemon flavored drink

is maid out of fresh lemon juice concentrate, emulating home maid Nimbu-Pani and carries the

tagline: Bilkul ghar jaisa.

Product sizes

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Variant 200ml 250ml 300ml 330ml 500ml 600ml 1L 1.25L 1.5L 2L

Coca

Cola

Y N Y Y Y Y N Y N Y

Thums

up

Y N Y Y N Y N Y N Y

Maaza N Y N N Y N 1.2L N N N

Limca Y N Y Y N Y N Y N Y

Diet

Coke

N N N Y N N N N N N

Fanta Y N Y Y N N N Y N Y

Sprite Y N Y Y N Y N Y N Y

MMPO Y N N N 400ml N Y N N N

MMNF Y N N N 400ml N N N N N

Kinley

Water

N N N N Y N Y N N N

Kinley

Soda

N N Y N Y Y N N N N

Various Can (300 ml)

Thums up, Coke, Diet Coke, Fanta, Sprite

Tetra Packs(200 ml)

Maaza, MMNF, MMPO

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CHAPTER-4

COMPETITORS

PROFILE

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Competitors Profile

PEPSI INTERNATIONAL

PepsiCo is a world leader in convenient foods and beverages, with revenues of about $27 billion

and over 143,000 employees. The company consists of the snack businesses of Frito-Lay North

America and Frito-Lay International; the beverage businesses of Pepsi-Cola North America,

Gatorade/Tropicana North America and PepsiCo Beverages International; and Quaker Foods North

America, manufacturer and marketer of ready-to-eat cereals and other food products. PepsiCo

brands are available in nearly 200 countries and territories.

Many of PepsiCo's brand names are over 100-years-old, but the corporation is relatively young.

PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. Tropicana was

acquired in 1998 and PepsiCo merged with The Quaker Oats Company, including Gatorade, in

2001.would entertain the listener with the latest musical selections rendered by violin or piano or

both. The new name, Pepsi Cola, is derived from the two of the principle ingredients, Pepsin and

Kola Nuts. It was first used on the August 28. At that time, Bradhams advertising praises his drink

as Exhilarating, invigorating, aids digestion.

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1990-2002

The advertisement of the Pepsi changes to, You got the right one baby, Uh-Huh!.With the

extensive usage of the stars in the adds, the popularity of Pepsi increase. In 1992 Pepsi-Cola

formed a partnership with Thomas J. Lipton Co. Today Lipton is the biggest selling ready-to-drink

tea brand in the United States. Outside the United States, Pepsi-Cola Company's soft drink

operations include the business of Seven-Up International. Pepsi-Cola beverages are available in

more than 190 countries and territories.

In Asia, they selected Lahore to make their regional office. This was done in 1970. This regional

office is monitoring all the operations carried out in South West Asia. As in Pakistan, they only

entered beverage industry. They have eleven bottlers covering whole Pakistan. The plant operating

here is Riaz Bottlers (Pvt) LTD. This plant was established at Lahore in 1974. The total capacity of

the plant is 30,000 cases per day. They have four filling lines in the plant operating on the three

shift bases. Each shift is of eight hours. They have permanent work force of 750 people and they

employee approximately 1000 people more on temporary basis during summer season.

Pepsis Products

Pepsi

Teem

Mirinda

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Pepsi Max

Pepsi Lemon

Pepsi Blue

Mountain Dew

7up

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Review of Literature

Five Competitive Forces for Coca-Cola Company

The soft drink industry is very competitive for all corporations involved, with the greatest

competition being that from rival sellers within the industry. All soft drink companies have to think

about the pressures that are there from rival sellers within the industry, new entrants to the industry,

substitute products, suppliers, and buyers.

Competitive Rivalry

The competitive pressure from rival sellers is the greatest competition that Coca-Cola

faces in the soft drink industry. Coca-Cola, Pepsi Co., and Cadbury Schweppes are the largest

competitors in this industry, and they are all globally established which creates a great amount of

competition. Though Coca-Cola owns four of the top five soft drink brands (Coca-Cola, Diet

Coke, Fanta, and Sprite), it had lower sales in 2005 than did PepsiCo. However, Coca-Cola has

higher sales in the global market than PepsiCo. In 2004, PepsiCo dominated North America with

sales of $22 billion, whereas Coca-Cola only had about $6.6 billion, with more of their sales

coming from overseas, PepsiCo is the main competitor for Coca-Cola and these two brands have

been in a power struggle for years.

Brand name loyalty is another competitive pressure. The Brand Keys Customer Loyalty

Leaders Survey (2004) shows the brands with the greatest customer loyalty in all industries. Diet

Pepsi ranked 17th and Diet Coke ranked 3s 6th as having the most loyal customers to their brands.

The new competition between rival sellers is to create new varieties of soft drinks, such as vanilla

and cherry, in order to keep increasing sales and enticing new customers.

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Threat of new Entrants

New entrants are not a strong competitive pressure for the soft drink industry. Coca-Cola

and Pepsi Co dominate the industry with their strong brand name and great distribution channels.

In addition, the soft-drink industry is fully saturated and growth is small. This makes it very

difficult for new, unknown entrants to start competing against the existing firms. Another barrier

to entry is the high fixed costs for warehouses, trucks, and labor, and economies of scale. New

entrants cannot compete in price without economies of scale. These high capital requirements

and market saturation make it extremely difficult for companies to enter the soft drink industry;

therefore new entrants are not a strong competitive force.

Threat of Substitute products

Substitute products are those competitors that are not in the soft drink industry. Such

substitutes for Coca-Cola products are bottled water, sports drinks, coffee, and tea. Bottled water

and sports drinks are increasingly popular with the trend to be a more health conscious

consumer. There are progressively more varieties in the water and sports drinks that appeal to

different consumers tastes, but also appear healthier than soft drinks. In addition, coffee and tea

are competitive substitutes because they provide caffeine. The consumers who purchase a lot of

soft drinks may substitute coffee if they want to keep the caffeine and lose the sugar and

carbonation. Specialty blend coffees are also becoming more popular with the increasing

number of Starbucks stores that offer many different flavors to appeal to all consumer markets.

It is also very cheap for consumers to switch to these substitutes making the threat of substitute

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products very strong.

Bargaining power of Suppliers

Suppliers for the soft drink industry do not hold much competitive pressure. Suppliers to

Coca-Cola are bottling equipment manufacturers and secondary packaging suppliers. Although

Coca-Cola does not do any bottling, the company owns about 36% of Coca-Cola Enterprises

which is the largest Coke bottler in the world. Since Coca-Cola owns the majority of the bottler,

that particular supplier does not hold much bargaining power. In terms of equipment

manufacturers, the suppliers are generally providing the same products. The number of equipment

suppliers is not in short supply, so it is fairly easy for a company to switch

suppliers. This takes away much of suppliers bargaining power.

Bargaining power of Buyers

The buyers of the Coca-Cola and other soft drinks are mainly large grocers, discount

stores, and restaurants. The soft drink companies distribute the beverages to these stores, for

resale to the consumer. The bargaining power of the buyers is very evident and strong. Large

grocers and discount stores buy large volumes of the soft drinks, allowing them to buy at lower

prices. Restaurants have less bargaining power because they do not order a large volume.

However, with the number of people are drinking less soft drinks, the bargaining power of

buyers could start increasing due to decreasing buyer demand . Porters Five Forces Model

identifies the five forces of competition for any company. The recognition of the strength of these

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forces helps to see where Coca-Cola stands in the industry. Of the five forces, rivalry within the

soft drink industry, especially from PepsiCo, is the greatest source of competition for Coca-Cola.

COMPETITION

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This Company competes in the nonalcoholic beverages segment of the commercial

beverages industry. The nonalcoholic beverages segment of the commercial beverages industry is

highly competitive, consisting of numerous companies. These include companies that, like this

Company, compete in multiple geographic areas, as well as firms that are primarily regional or

local in operation. Competitive products include numerous nonalcoholic sparkling beverages;

various water products, including packaged, flavored and enhanced waters; juices and nectars; fruit

drinks and dilutables (including syrups and powdered drinks); coffee and tea; energy and sports and

other performance-enhancing drinks; dairy-based drinks; functional beverages; and various other

nonalcoholic beverages. These competitive beverages are sold to consumers in both ready-to-drink

and other than ready-to-drink form. In many of the countries in which they do business, including

the United States, PepsiCo, Inc., is one of their primary competitors. Other significant competitors

include, but are not limited to Nestle, Dr Pepper Snapple Group, Inc., Groupe Danone, Kraft Foods

Inc. and Unilever. In certain markets, their competition includes beer companies. We also compete

against numerous regional and local companies and, in some markets, against retailers that have

developed their own store or private label beverage brands.

Competitive factors impacting their business include, but are not limited to, pricing,

advertising, sales promotion programs, product innovation, increased efficiency in production

techniques, the introduction of new packaging, new vending and dispensing equipment, and brand

and trademark development and protection. Their competitive strengths include leading brands

with a high level of consumer acceptance; a worldwide network of bottlers and distributors of

Company products; sophisticated marketing capabilities; and a talented group of dedicated

associates.

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There competitive challenges include strong competition in all geographic regions and, in

many countries, a concentrated retail sector with powerful buyers able to freely choose among

Company products, products of competitive beverage suppliers and individual retailers own store

or private label beverage brands.

CHAPTER-5

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OBJECTIV

E

Objective of Study

1) To determine which company has the bigger share in Market.

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2) To know the price competitiveness of coca-cola.

3) To determine the company which gives better facilities.

4) To determine which companys outlet are more activated

5) To know the retailers satisfaction with services of coca cola regarding coolers.

6) To determine the perception of retailers regarding the promotional schemes.

7) To determine the most demanded soft drinks in the market.

COCA-COLA SWOT ANALYSIS

SWOT is an acronym for the internal Strengths and Weaknesses of a firm and the

environmental Opportunities and Threats facing that firm. SWOT analysis is a widely used

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technique through which managers create a quick overview of a companys strategic situation. The

technique is based on the assumption that an effective strategy derives from a sound fit between a

firms internal resources (strengths and weaknesses) and its external situation (opportunities and

threats). A good fit maximizes a firms strengths and opportunities and minimizes its weaknesses

and threats. Accurately applied, this simple assumption has powerful implications for the design of

a successful strategy.

Coca-Cola

The Coca-Cola Company (TCCC) is a leading manufacturer, distributor and marketer of

non-alcoholic beverage concentrates and syrups, in the US. TCCC has a strong brand name and

brand portfolio. Business-Week and Interbrand, a branding consultancy, recognized Coca Cola as

the number one brand in their top 100 global brands ranking in 2007. The Business Week-

Interbrand valued Coca Cola brand at $65,324 million in 2007. TCCC ranks well ahead of its close

competitor, Pepsi, which was ranked 22 with a brand value of $12,888 million. The company's

strong brand value facilitates customer recall and allows Coca-Cola to penetrate markets. However,

the company is threatened by intense competition, which could have an adverse impact on the

company's market share.

Strengths, Weaknesses,Opportunities and Threats

(SWOT) Location of Factor

TYPE OF FACTOR

Favorable Unfavorable

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Internal Strengths1 Worlds leadingbrand2 Large scale of

operations3 Strong revenuegrowth

Weaknesses1 Sluggishperformance in North

America

External Opportunities1 Growing bottledwater market2 Growing Hispanicpopulation in the US3 Acquisitions

Threats1 Intensecompetition2 Dependence onbottling partners3 Sluggish growthof carbonated

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RESEARCH

METHODOLOG

Y

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RESEARCH METHODOLOGY

MEANING OF RESEARCH:

Research in common language refers to search for knowledge. One can also define

research as a scientific and systematic search for pertinent information on a specific topic. In fact,

research is an art of scientific investigation. Redman and Mory define research as a Systematized

effort to gain knowledge. The advance Learners Dictionary of current English lays down the

meaning of research as A careful investigation or inquiry especially through search for new facts

in any branch of knowledge.

Research is an academic activity and as such the term should used in a technical sense.

According to Clifford Woody research comprises defining and redefining problems, formulating

hypothesis or suggested solutions; collecting, organizing and evaluating data; making deductions

and reaching conclusions; and at last carefully testing the conclusions to determine whether they fit

the formulating hypothesis. In short, the search for knowledge through objectives and systematic

method of finding solution to a problem is search.

Significance of Research

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All progress is born from enquiry. Research includes scientific and inductive thinking and it

promotes the development of logical habit of thinking.

The role of research in several fields of applied economics, whether related to business or to

economy as a whole, has greatly influenced in modern times. The increasing complex nature of

business and government has focused attention on the use of research in solving problems.

CYCLE OF RESEARCH

58

Defining Research Problem

Review Concepts and theories

Formulate Hypothesis

Research Design

Collection of Data

Analysis of Data

Interpretation and Report


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Research Design-

Research design is a comprehensive plan of the sequence of operations that a researcher intends to

carry out to achieve the objectives of a research study. It provides conceptual structure or blueprint

for the conduct of research study. It could also be considered a planned sequence of the entire

process involved in conducting a research.

This research is an exploratory research as all data have been analyzed with the help of

pie charts.

Collection of Data

The data collected was primary in nature as no data was provided by the company. Mainly

responses of retailers were taken on questionnaire prepared.

Areas in which response of retailers were taken

Patna.

Sampling used

The sampling used was Convenience sampling.

Convenience sampling is used in exploratory research where the researcher is interested in getting

an in expensive approximation of the truth. As the name implies, the sample is selected because

they are convenient. This non probability method is often used during preliminary research efforts

to get a gross estimate of the results, without incurring the cost or time required to select a random

sample.

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Sample size

The number of outlets where responses were taken on questionnaire was 200.

Analysis & Interpretations

Q.1 Which Company of soft drinks do you deal with?

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No. Of Exclusive Coke Outlets 139

No. Of Exclusive Pepsi Outlets 34

No. of combined Outlets 27

Total 200

Interpretation:

1. Coca cola exclusive outlets have majority of the market share i.e. 69%

2. Pepsi exclusive outlets have a meager share of 17%

3. There are 14% mixed outlets out of total outlets which deal with both the

companies.

Q.2. Which Company provides you better facilities?

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No. of Outlets which think Cokeprovides better facilities 145

No. of Outlets which think Pepsi

provides better facilities 55

Total 200

Interpretation:

1) Out of 200 outlets 145 think that coca cola provides better service.

2) Out of 200 outlets 55 think that Pepsi provides better service.

Note: In the data it was also found that

No. of Exclusive Coke outlets who think 0

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Pepsi provides better facilitiesNo. of Exclusive Pepsi outlets who thinkCoke provides better facilities 1

Total No. of Mixed outlets were 27

No. of mixed outlets who think Cokeprovides better facilities 5

No. of mixed outlets who think Pepsiprovides better facilities 22

Interpretations-

1 )Out of 27 mixed outlets coke gives better facilities on 5 outlets which is 19% of 27 outlets.

2 )Out of 27 mixed outlets coke gives better facilities on 22 outlets which is 81% of 27 outlets.

Q.3. How many carats of Coke and Pepsi do you sell per day?

a) Coke

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No. of Exclusive Coke Outlets Who sell 0-2 carats per day 35No. of Exclusive Coke Outlets Who sell 3-4 carats per day 88

No. of Exclusive Coke Outlets Who sell 5-6 carats per day 8No. of Exclusive Coke Outlets Who sell>6 carats per day 8

Total no. of exclusive Coke outlets 139

Interpretations:

1) There are such 35 exclusive coke outlets which sell 0-2 carats per day.




b) Pepsi

No. of Exclusive Pepsi Outlets Who sell 0- 9

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2 carats per dayNo. of Exclusive Pepsi Outlets Who sell 3-4 carats per day 13No. of Exclusive Pepsi Outlets Who sell 5-

6 carats per day 8No. of Exclusive Pepsi Outlets Who sell>6 carats per day 4

Total no. of exclusive Pepsi outlets 34

Interpretations:

1) There are such 9 exclusive Pepsi outlets which sell 0-2 carats per day.



4) There are such 4 exclusive Pepsi outlets which sell >6 carats per day.

c) .Mixed outlets

No. of mixed outlets which sell coke 0-2carats per day 22

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No. of mixed outlets which sell coke 3-4carats per day 4No. of mixed outlets which sell coke 5-6carats per day 1

No. of mixed outlets which sell coke >6carats per day 0

Total 27

Interpretations:

1) There are such 22 mixed outlets which sell coke 0-2 carats per day.

2) There are such 4 mixed outlets which sell coke 3-4 carats per day.

3) There is such 1 mixed outlet which sell coke 5-6 carats per day.

4) There are such 0 mixed outlets which sell coke >6 carats per day.

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Interpretations:

1) There are such 24 mixed outlets which sell Pepsi 0-2 carats per day.


3) There are such 0 mixed outlet which sell Pepsi 0-2 carats per day.

67

No. of mixed outlets which sell Pepsi 0-2carats per day 24No. of mixed outlets which sell Pepsi 3-4carats per day 3

No. of mixed outlets which sell Pepsi 5-6carats per day 0No. of mixed outlets which sell Pepsi >6carats per day 0

Total 27


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Q.4. Which Companys activation do you have in your Outlet?

a)

Total no of activated outlets 141

No. of exclusive coke outlets which are

activated

109

No. of Exclusive Pepsi outlets which areactivated 16

Total no. of mixed outlets which areactivated 16

Interpretations:

1) Out of the total 141 outlets which are activated 109 outlets are exclusive Coke outlets.

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2) Out of the total 141 outlets which are activated 16 outlets are exclusive Pepsi outlets.

3) Out of the total 141 outlets which are activated 16 outlets are mixed.

b)

No. of Exclusive coke outlets which areactivated 109No. of Exclusive coke outlets which haveno activation 30

Interpretations:

1) Out of 139 exclusive coke outlets 109 are activated.

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c)

No. of Exclusive Pepsi outlets which areactivated 16No. of Exclusive Pepsi outlets which haveno activation 18

Interpretation:

1) Out of 34 exclusive Pepsi outlets only 16 are activated

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d)

No. of Mixed outlets which have bothactivation 16No. of Mixed outlets which have noactivation 11

Interpretation:

1) Out of 27 mixed outlets only 16 are activated by either Pepsi or Coca Cola or both.

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Q.5. Which type of activation do you have in your outlet?

Coke

FB 53

GSB 2Painting 3Rack 2Others 49None 30

Total 139

Interpretations:

1) Out of 139 exclusive coke outlets 53 have flex board as activation in their outlet.

2) Out of 139 exclusive coke outlets 2 have glow shine board as activation in their outlet.

3) Out of 139 exclusive coke outlets 3 have painting as activation in their outlet.

4) Out of 139 exclusive coke outlets 2 have racks as activation in their outlet.

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5) Out of 139 exclusive coke outlets 49 have others( Bunting, posters, table top) as activation

in their outlet.

6) Out of 139 exclusive coke outlets 30 are not activated.

Pepsi

FB 5GSB 2Painting 0Rack 2Others 7None 18

Total 34

Interpretations:

1) Out of 34 exclusive Pepsi outlets 5 have flex board as activation in their outlet.

2) Out of 139 exclusive Pepsi outlets 2 have glow shine board as activation in their outlet.

3) Out of 139 exclusive Pepsi outlets 0 have painting as activation in their outlet.

4) Out of 139 exclusive Pepsi outlets 2 have racks as activation in their outlet.

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5) Out of 139 exclusive Pepsi outlets 7 have others( Bunting, posters, table top) as activation

in their outlet.

6) Out of 34 exclusive Pepsi outlets 18 are not activated.

Mixed outlets where coke has


Interpretation:

1) In the mixed outlets coke just has 2 outlets where it has flex boards and 1 outlet where it

has painting.

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Mixed outlets where Pepsi has


Interpretation:

Pepsi has 6 FB, 1GSB and 4 other activations in the mixed outlets.

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Q.6. Which Companys Visi-Cooler do you have in your outlet?

a)

Total outlets with coolers of coke, pepsi or both 154

Exclusive coke outlets with cooler 118

Exclusive Pepsi outlets with cooler 27

Mixed outlets with cooler 9

76

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Interpretation:

1) Out of 139 exclusive coke outlets there are 118 outlets which have cooler of any type.

2) Out of 139 exclusive coke outlets there are 21 outlets which have no cooler.

b)

Exclusive Pepsi outlets with cooler 27

Exclusive Pepsi outlets with own cooler 6Exclusive Pepsi outlets with bothcooler 1

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Interpretation:

1) Out of 34 exclusive Pepsi outlets there are 27 outlets which have cooler of any type.

2) Out of 34 exclusive coke outlets there are 6 outlets which have no cooler.

3) There is one outlet which has both the cooler but it does not deal with coke so it is

exclusive Pepsi store.

Q.7. What is the size of your Visi-Cooler?

a)

Exclusive coke outlets with cooler 1182vc 14vc 77vc 44

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9vc 5111vc 215vc 420vc 6

30vc 3

Interpretations

1) Out of 118 exclusive coke outlets which have coolers 1 outlet has 2vc cooler.

2) Out of 118 exclusive coke outlets which have coolers 7 outlets have 4vc cooler.







b)

Exclusive Pepsi outlets with cooler2vc 0

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4vc 07vc 149vc 611vc 6

15vc 120vc 030vc 0

Interpretations

1) Out of 27 exclusive Pepsi outlets which have cooler 0 outlets have 2vc cooler.








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Q.8. Are you satisfied with the services regarding the handling of faults in your cooler?

a)

Exclusive coke outlets with cooler 118Satisfied with service in cooler 115Not Satisfied with service in cooler 3

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Interpretation:

1) Out of 118 exclusive coke outlets 115 outlets are satisfied with the service regarding

coolers

2) Out of 118 exclusive coke outlets 3 outlets are not satisfied with the service regarding

coolers

b)

Exclusive Pepsi outlets with cooler 34Satisfied with service in cooler 34Not Satisfied with service in cooler 0Mixed outlets with cooler 10Satisfied with service in cooler 9

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Not Satisfied with service in cooler 1

Interpretation All the exclusive Pepsi outlets which have coolers are satisfied with the services

regarding their coolers.

Q.9. Which types of promotional activities do you like the most?

a)

Exclusive coke outlets 139Free Bottling scheme 33Under the crown 19Discount 50QPS 17Display scheme 20

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Interpretations:

1) Out of 139 exclusive coke outlets 33 outlets like free bottling scheme.

2) Out of 139 exclusive coke outlets 19 outlets like Under the crown scheme.

3) Out of 139 exclusive coke outlets 50 outlets like Discount scheme.

4) Out of 139 exclusive coke outlets 17 outlets like Quantity purchase scheme.

5) Out of 139 exclusive coke outlets 20 outlets like free Display scheme.

b)

Exclusive Pepsi outlets 34

Free Bottling scheme 13

Under the crown 4

Discount 8

QPS 8

Display scheme 1

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Interpretations:

1) Out of 34 exclusive Pepsi outlets 13 outlets like free bottling scheme.

2) Out of 34 exclusive Pepsi outlets 4 outlets like Under the crown scheme.

3) Out of 34 exclusive Pepsi outlets 8 outlets like Discount scheme.

4) Out of 34 exclusive Pepsi outlets 8 outlets like Quantity purchase scheme.

5) Out of 34 exclusive Pepsi outlets 1 outlets like free Display scheme.

c) Mixed Outlets

Mixed outletsFree Bottling scheme 11Under the crown 2Discount 10QPS 1Display scheme 3

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Interpretations:

1) Out of 27 mixed outlets 11 outlets like free bottling scheme.

2) Out of 27 mixed outlets 2 outlets like Under the crown scheme.

3) Out of 27 mixed outlets 10 outlets like Discount scheme.

4) Out of 27 mixed outlets 1 outlet like Quantity purchase scheme.

5) Out of 27 mixed outlets 3 outlets like free Display scheme.

Q.10. Which Company provides more promotional offer?

a)

Coke 115

Pepsi 85

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Interpretation:

1) Out of 200 outlets 115 outlets think that Coke does more promotions.

2) Out of 200 outlets 85 outlets think that Pepsi does more promotions.

b)

No. Of Exclusive Coke Outlets 139

exclusive coke outlets which think Pepsidoes more promotions 27

exclusive coke outlets which think cokedoes more promotions 112

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Interpretation:

1) Out of 139 exclusive coke outlets 112 think that coke does more promotions.

2) Out of 139 exclusive coke outlets 27 think that Pepsi does more promotions.

c)

No. of Mixed Outlets 27No. of mixed outlet which think cokedoes more promotions 3No. of mixed outlet which think Pepsidoes more promotions 24

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Interpretation:

1) Out of 27 mixed outlets 3 think that coke does more promotion.

2) Out of 27 mixed outlets 24 think that Pepsi does more promotion.

Q. 11. Which Companys softdrinks your customers demand more?

a)

Coke 174

Pepsi 26

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Interpretation

1) Out of 200 outlets, in 174 outlets more demand is of coke.

2) Out of 200 outlets, in 26 outlets more demand is of Pepsi.

b)

Exclusive Pepsi outlets 34Exclusive Pepsi outlets where coke isdemanded 9Exclusive Pepsi outlets where Pepsi isdemanded 25

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Interpretation:

1) Out of 34 exclusive Pepsi outlets, at 9 outlets more is the demand for Coke.

2) Out of 34 exclusive Pepsi outlets, at 25 outlets more is the demand for Pepsi.

c)

Mixed outlets where more demand is ofcoke 26

Mixed outlets where more demand is ofPepsi 1

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Interpretation

1) Out of 27 mixed outlets at 26 outlets more is the demand of Coke.

2) Out of 27 mixed outlets at 1 outlets more is the demand of Pepsi.

12) Which company adopts the pricing strategy?

Coke 128

Pepsi 72

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1) 64% likes the pricing strategies of coke

2) remaining 36% likes pepsi strategy.

Limitations

Every work has certain limitations to it. It is only this limitation which gives a chance for the next

researcher to cross this hurdle and proceed the research. The Limitations which I faced during the

course of this study were:-

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1) It was a study which was conducted in only eight weeks which is indeed a very

short time for such an elaborate study.

2) It is only restricted to the Patna west area hence the results cannot be generalized for

whole India of which the area covered is not even a percent.

3) The researcher being a student also had financial constraints

4) The sampling done is convenience sampling; hence it may not show the actual

market conditions. But maximum care has been taken to avoid this limitation.

5) Cold drink is a seasonal product. Hence its sales may vary depending upon the time.

Findings

1) From the analysis of Question 1, Coca Cola has more than 80% share in the market, as it

has 69% shares through its exclusive outlets. If the mixed outlets are mixed then the share

will be more than 80%. The actual figures can be known only when the exact sales of both

the companies are given.

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2) Coca cola has more than 80% share in the market i.e. almost 160 outlets and 145 outlets

think that Coca Cola provides better facilities. The rest are not satisfied because for such a

big organization, it is not possible to keep an eye on the whole market all the times. The

outlets which are not satisfied are small outlets.

3) It can be said Coke goes for more activation which is also shown by the tool RED. By the

help of activation it is able to generate more sales.

4) Almost 97% of the outlets are satisfied with the services regarding the handling of faults in

the coolers. Only 3% are not satisfied, this may be due to the time taken in the paper work

done by the company.

5) Pepsi does more promotions. This is because where Pepsi has only about 20% shares; the

40% of the retailers think that Pepsi does more Promotions. Even 27 out of 139 exclusive

coke outlets think the same.

6) Regarding the type of promotional offers: most of the outlets go for either free bottling

scheme or discount. In the survey it was also found that most of the outlets had a notion that

Under the crownbasically is for the consumers as the retailers do not benefit from it. But

some of them thought that this scheme increases their sales as people go for more and more

crown and hence consume more.

7) Regarding the Quantity purchase scheme: This scheme was liked by the outlets that had

large sale during the day. So, they want to order once in a large quantity and get benefit.

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8) Regarding the customers demand it can be unanimously said that the demand for Coke and

its other brands is very high in comparison to any other.

Conclusions

The above major findings leads to conclusion that improvement in consumer satisfaction will lead

by the coke brand & to improve in the sales figure. In this competitive era company should look

forward towards the consumer satisfaction ultimately the consumer who will get the benefit and

that will help the company in increasing its market share in the field of cold drink. On the basis of

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8 weeks training I have found that the world of corporate business has become highly competitive

and customer satisfaction is the crux of all business activities that will ultimately help the

organization in profit maximization . The entire products which are manufactured is customized

product. Right from production , packaging , and advertising customers are given priority .As my

study being I had to cover the consumer of Patna. They should start aggressive campaign for

marketing to aware the retailer about the various schemes been launched time to time. I have found

that consumer will prefer to buy coke product due to high quality of taste which can refresh them

and its different products. My experience with coca-cola Patna worthy to a great extent . I have

found the privilege to know about the various marketing activities and working culture of

company.

Recommendations (A Food of thought for the Company)

1) Coca Cola should try to satisfy all the retailers who are not satisfied.

2) It should put more activation elements in the market and increase its promotion activities as

the slogan says JO DIKHTA HAI WO BIKTA HAI. More of the activation elements

will keep the image of Coke in the minds of people every time they will see any of the

activations.

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3) During the visit to the outlets, I also came to know this that the rules and norms to get a

visi-cooler are very tight. A lot of paper work has to be done and a lot of verifications are

followed. Hence the company should liberalize the norms regarding the issue of visi-

coolers.

4) During the visits it was also found that the supply at times is not adequate. This problem

can be solved by increasing the capacity of the plant. But since the Plant has a limited

capacity, hence the idea of a new plant setup can be thought of, but only after looking into

feasibility matters.

5) It was also found during the interactions with the retailers that many a times the order

placed reach after a period of 2-3 days. The company should try to make their distribution

effective.

Bibliography

1) www.google.com

2) http://heritage.coca-cola.com/

3) http://www.thecoca-colacompany.com/

4) http://www.coca-colaindia.com/brands/brands_cocacola.aspx

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5) http://www.thecoca-colacompany.com/investors/form_10K_2010.html

ANNEXURE

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Questionnaire

Name of Outlet

Date- .

1) Which Company of soft drinks do you deal with?

a) Coke b) Pepsi c) Both

2) Which Company provides you better facilities?

a) Coke b) Pepsi

3) How many carats of Coke and Pepsi do you sell per day?

Coke: a) 0-2 b) 3-4 c) 5-6 d) more than 6

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Pepsi: a) 0-2 b) 3-4 c) 5-6 d) more than 6

4) Which Companys activation do you have in your Outlet?

a) Coke b) Pepsi c) Both d) None

5) Which type of activation do you have in your outlet?

a) FB b) GSB c) Painting d) Rack e) Others f) None

6) Which Companys Visi-Cooler do you have in your outlet?

a) Coke b) Pepsi c) Both d) Own

7) What is the size of your Visi-Cooler?

8) Are you satisfied with the services regarding the handling of faults in your cooler?

a) Yes b) No

9) Which types of promotional activities do you like the most?

a) Free Bottle Scheme b) Under the crown c) Discount d) QPS e) Display Scheme

10) Which Company provides more promotional offer?

a) Coke b) Pepsi

11) Which Companys soft drinks your customers demand more?

a) Coke b) Pepsi

12) Which company adopts the pricing strategy?

a) coke b) Pepsi

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prannoy raj coca-cola

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