Escolar Documentos
Profissional Documentos
Cultura Documentos
ON
A STUDY OF CONSUMER PREFERENCE TOWARDS
COLD DRINKS
AT
COCA-COLA BEVERAGE PVT. LTD.,
KANPUR
ANNAMALAI UNIVERSITY
DIRECTORATE OF DISTANCE EDUCATION
ANNAMALAI NAGAR
TABLE OF CONTENTS
Acknowledgement
Declaration
Preface
Certificate from Head of Institute
Certificate From company
Section – A
Industry and Company profile
EXECUTIVE SUMMARY
COMPANY PROFILE
ORGANIZATIONAL STRUCTURE
PRODUCT OF THE COMPANY
COPETATIVE AREA
SWOT ANALYSIS OF COMPANY
MARKETING STRATEGY OF THE COMPANY
INTRODUCTION OF PROJECT
RESEARCH OBJECTIVE
Section – B
Research Methodology
RESEARCH METHODOLOGY
DATA ANALYSIS & FINDINGS
LIMITATIONS
RECOMMENDATIONS
CONCLUSIONS
ANNEXURE
QUESTIONNAIRE
LIST OF RETAILER
BIBLIOGRAPHY
ACKNOWLEDGEMENT
Raunak Gupta
PREFACE
Soft drink includes all types of non alcoholic carbonate flavoured or otherwise
sweetened beverages. Soft drinks are mostly packaged in 200 ml, 300 ml, 500
ml, 1000 ml, 1500 ml, and 2000 ml and comes in a variety of flavours. It also
With the introduction of fruit pulp based soft drinks, packaged in cardboard
bottled soft drink market has undergone a marginal decreases in demand After
1994 the eminent re-entry of coca-cola in Indian soft drink Industry it is heading
for two giants war to capture the market. It has introduced various sharp and
efficient tools say tour packages, prizes gift other avenues to enhance social
This project was undertaken during the summer Training. A great deal
of effort has been put in preparing the questionnaire, in order to
understand the market better {Ghaziabad}.
Objectives: -
While entering each shop it was taken care that the display materials are
properly ranked according to there visibility and incase of confusion,
opinion of the consumers were taken. Those shops with GSB’s were
visited during the evening in order to see there visibility. In these cases
some glaring facts were found. (Areas which were looking like monopoly
markets of Coca-Cola because of its Red-color during the day had
altogether a different look in the evening. They turned into Pepsi
monopoly during the evening because of the GSB's. Researcher have
also tried to find out what are the difficulties retailers are facing on using
these brands up to 100% of their strength.
2. Market demand of each of Coca-Cola's product vis-à-vis to their
competitor flavours in Pepsi's artillery: -
For this, retailers were asked about the market demand of the different
brands and they have been asked to rank the brands with respect to
their competitive flavors. In this also some interesting facts came out
like no lemon brand exists in front of Coca Cola. Our Limca, which we
were thinking that it will be competing with Mountain dew, actually it is
grabbing the Coca-Cola's Sprite’s market and Pepsi’s, 7up's market.
In case of Mirinda (O) and Coca-Cola's Fanta, Mirinda’s market is
going up day by day.
In case of mango drinks Slice even after entering the market so late has
been able to quickly pick up with Maaza. From the day Tetra Slice has
entered the market it has captured the market of Frooti.
If we Indians recall our memory there was a time when one was
asked for a soft drink, the brand that comes and gave a knock on our
mind was Coca-Cola. Coca-Cola, the word most admired trademark has
maintained its special a sense of belongingness to India, which had
resulted some sort of its monopoly throughout the Indian soft drink
market. It has been said that the internal environment of the industry has
been greatly effected from its internal environment. The same thing was
also happen with this famous company. When the Government policy
were in introduce and forced this MNC's to go outside from the India
market. Hence, it was thrown out of India in the year 1977. A lacuna was
created at that time in the country's soft drinks market. How ever after a
gap of 17 years, the Coca-cola has reappeared in the soft drinks market
of India, by making itself more strong and confident in this field.
Candler had purchase what would become the Cola Company for
$2,300 eight years earlier from John Pemberton, an Atlanta Phamacist
who astonished the world. Candler thought the bottling Venture would
never succeed, but he signed the contract with White Head And Thomas
and way, "and the rest is history", Bob Lovell, vice president of marketing
for Coca-Cola bottling company, United Inc., said in telephone interview
from Chattanooga.
Lovell said Thomas had seen Cuban Fields hand drinking Pina Fria a
Pineapple beverages, from bottles while he was stationed in Cuba
during Spanish American War. When he returned to Chattanooga, he
decided to pitch the idea of bottle soft drinks to coke, which was then
sold only as a fountain beverage.
"It occurred to him that Coca-Cola in bottles would be very popular", Lovell said, "Mr.
Candler did not see any future in it because the containers were not sound, but that's how it
all came about. "Thomas and Whitehead promised to pay one dollar for the right to bottle
Coca-Cola, but legend has it that no money changed hands.
THE IMAGE
Raw Material
Coca-Cola
Company
Bottler
Customer
Consumer
COCA COLA: THE STORY BEHIND
The story of Coca-Cola is a story of a drink and its charm with the
consumer. The of ecstasy and again that the drink has caused to those
dedicated to its growth Pemberton first managed to sell and average of 9
drinks per day, though a shop called Jacob's pharmacy, in 1891,
Candler bought Coca-cola company with four companies he formed the
coca-cola company with the initial stock of $100,000. Coca-Cola was
registered at the US patent office in 1893, and began selling at soda
fountains for 5 cents a glass of therapeutic refreshment 1894, I got into
bottles, courtesy a candy merchant Joseph Boedenharn of Mississippi.
Five years later; the drink was being bottled on a regular basis under a
region wise franchising system; and its first competitor Pepsi cola, Coca-
Cola's first bottling plant opened in Chatanooga, Tennessee followed by
another in Atlanta in 1900. The unique taste of cola was an outstanding
success. Over the next two decade the number of plants crossed 1000.
In a bit to difference the prodect, the company adopted 6.5 ounce, pale
green countor bottle designed by the root glass company of Terri Haute,
Indiana. Today it is an intrinsic part of the brand.
The company broadened its horizons when Robert Woodruff the son of
a banker who acquired to Company for $25 million in 1919, assumed
charge in 1923. He began by ungrading bottling operations, brought in
innovations like a six-bottle carry home carton, and gear up advertising
support. It was under Wood Ruff that the brand. Known affectionately as
coke by now associated it self with sportive events. By the early 1940's
the brand was selling as the "real thing" to set it self apart from "me to"
cola's.
As a time went by the company brought out some new aerated drinks.
The first one "Fanta" appeared in the selves in 1960.
Coca-Cola had diversified the company into businesses and it even had
a steam generator and boi8ler making division. Robert C Goizueta,
Cuban born 27 years veteran took over as the Coca-Cola unlike Pepsi
company depended on a single brand. The best insurance policy that he
figured was to let coke evolve to the summer slacking it with variants,
even reinventing if needed. In 1982, the company launched what is now
considered among the world's most successful brand extensions 'Diet
Coke', under the leadership of Sergio Zyman, the head of us marketing.
The idea was to retain the loyalty for the health conscious drinker who
loved the taste but hated the calories. After this it came out with cafeeine
free versions of its main drinks. yet in the US the company kept losing
ground to Pepsi. zyman, a former Pepsi marketer argued that the correct
strategy was to replace 98 year old with better tasting cola, label it as
"New Coke" and blare the news which is exactly what the company did
more a decode age in 1985. But when placed on the shelves it did not
budge. On wide spread protest it was recalled after 79 days.
The company has about 100 brands in its portfolio but coke, Fanta and
sprite account for most of its sales. In 1994, the real thing's coke sold
over 52.5 billion liters. For the taste of it diet coke along with Coca-Cola
light sold 8.5 billion liters, which makes it the world's two top non cola
drinks sold over 6.5 billion liters each. Which sprite aimed at the
independent youngster two does not care what as others drink (the as
line "obey you're a thrust"). In 1993, Coca-Cola reentered India after a
16 years ling exile, four years Pepsi made its debut India. While Coke
plays on brand nostalgia. Pepsi address the young crowd, which unlike a
in America is a dominate ort if the population here.
THE COCA - COLA COMPANY
CHAIRMAN
PRESIDENT
VICE PRESIDENT
R.G.M.
A.G.M.
No. of Franchisees 16
In the soft drink business the bottlers are responsible significant extent
for ensuring the availability of the products. Bottlers are supplied with
concentrate to which they add aerated water and bother ingredients
before packing and sealing either cans or bottles. Bottlers play a
strategic role in the success of soft drinks companies and this was not
far from Goiueta's mind.
More than a billion times everyday, 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 worldwide, yet distinctively
local, network of bottling partners, suppliers, distributors 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 goods and services, ands
local business partnerships, always and everywhere, we pursue
continuous innovation in the products we offer, the processes we use to
make them, the packages we develop and the ways we bring them to
market.
COMPETITOR
The biggest and perhaps the only serious for the coca-cola
worldwide has an already been Pepsi. In India, as per as the Cola
segment is concerned the with the biggest competition to coke comes
from its brands of Pepsi viz. Pepsi and Mirinda. Thums-up, which was
the leading brand of Parley product, was acquired by Coca-Cola just
over a year ago to bolster its market share in India. Today, Thums-up
along with coke, the leading brand of the Coca-Cola Company, other still
competition to Pepsi, which despite this stiff competition is still by far the
single most popular Cola drink in India
The market share for the Cola segment of different in India is given in
Graph below:
The fight between the Rs. 1,000 Crore Pepsi co. India. Pepsi and
Coca-Cola India, The fully owned subsidiary of the $ 18.55 Billion
Atlanta based "The Coca-Cola' company to become India's No. 1 player
seems likely to continue unabated over the next four years".
PEPSI PROFILE
Pepsi Co. Inc. was founded in the year 1965. Major products of the new
company are Pepsi Cola. Diet Pepsi and Mountain Dew. Pepsi entered
the Indian market in 1992 and now is the market leader with a market
share of 26.5 percent in the cola segment. Pepsi is in between the two of
it's closet competitors as far as marketing strategies are concerned.
Pepsi is an international drink with Indian imagery in it's communication
Traditional focus of Pepsi has been on the early teenager with a gender
skew more to the female.
Pepsi is by far the more aggressive player in the market. With in your
face advertising continuous event marketing targeting the new
generation and eye catching merchandising. It's got its selling strategy
well mapped out.
The company has always been innovating it's ad campaigns which has
helped the company to get top of the mind recall. From "The choice of
the new generation" to the "Freedom" campaign the company has been
able to Indianise the brand. With the help of promotional schemes Pepsi
has managed to keep the brand alive and has not let it become old.
During 1995 the total ad spent by the company was Rs. 6.98 crore only
on television Pepsi has set aside Rs. 8 crore for its advertising
programme in the run up to and during the cricket world cup.
pepsi
pepsi Diet mirinda
mirinda lime 7 up
Slice
Coke diet
The soft drink market all over the world has been witnessing a neck to
neck battle between the two major players, Coca-Cola and Pepsi since
the very beginning. The thirst quenchers are trying hard to have to major
chunk of the pie of carbonated soft drink market. Both the players are
spending their energies in building capacity, infrastructure, promotional
activities etc.
Coca-cola being 11 years older than Pepsi has dominated the scene in
most of the soft drink markets in the world and enjoying leadership in
terms of market share. But the Coca-Cola people are finding it hard to
keep away Pepsi, which has been narrowing the gaps regularly. The two
are posing threats to each other in every nook and corner of the world.
While Coca-Cola has been earning most of its bread and butter through
beverage sales, Pepsi has a multi products portfolio with some portion
from the same business.
The two warriors are face to once again here in India with different
strategies and tactics to attack the rival. Coca-Cola is focusing upon the
joint ventures with the existing bottlers (FOBO) franchise owned
bottling operations to enhance its control on manufacturing and
marketing of its products range and attain the quality standards of its
class.
Countering it Pepsi has taken the battle its own hands by floating as
investment of $ 95 billion to set Pepsi Company. India holdings, as
subsidiary for (COBO) Company owned bottling operations. Both the
companies are following different path to reach the same destiny i.e. to
fetch the bigger portion of aerated soft drink market. Both consider India
Coca-Cola has been penetrating the market through its wide product
range with a determination to change consumption pattern of soft drink
in India. Firstly, they upgraded the whole industry by introduction 300 ml
bottles, which in turn had given the industry a booming growth of 20% as
compared to the earlier 5%. They want to develop a coca culture here
and are working on a strategy to offer soft drink in every possible
package. In Coca-Cola camp, the idea of competition has not come from
Pepsi, but from the other beverages such as tea, coffee, Nimbu Pani,
water etc. Pepsi is quite aggressive in its approach to Indian Consumer.
They are desperately working on the strategy to be winners in the hot
cola war between two big barons. According to Pepsi philosophy, it's the
madness that encourages executive to think, to conjure up those
creative tactics to knock the fizz out their competition. Pepsi had
plumbed a large on the visibility of its blue red and white logo. They have
been going with aggressive marketing by putting Sachin Tendulkar,
Akshay Kumar and now Shahrukh Khan in their advertisement to
endorse their brand, the role models for its targeted consumer the
teenagers. They have increased the fizz in the market place by
introducing the dispensers called Fountain Pepsi and has been enjoying
a lead over its rival there.
Coca-Cola on the other hand, has been working on the saying slow and
steady wins the race's side by retailing to every more of its competitor.
They have procured the shield of Thums-Up with a handsome market
share in Indian soft drink market.
These cool merchants have put everything on fire. It Coke got the
status of the official drink of wills. World Cup, Pepsi blushed as
nothing official about it. As Thums-Up projected as 'Saaree Jahan
Se Achcha' Pepsi was passionate enough with 'Freedom to be' and
now the "Yeh Dil Mange More" when Thums-Up came with Thunder
Blast, the other offered 'Pepsi Stuff Card'. If Red is meant for coke,
Pepsi has chosen to be blue.
MAIN COMPETITORS
of
Company.
MARKETING MIX
Marketing mix is the set of marketing tools that the firm uses to pursue
its marketing objective of in the target market. The marketing problems
are analyzed:
1. By utilizing the important forces emanating from the marketing
operation of an enterprise.
2. By adopting producer & for an efficient marketing programme.
Product variety
Quality
Design product
Brand name
Feature
Packaging
Size service
Warranties
Returns
PRICE
List Price
Discounts
Allowances
Payment period
Credit teams
PLACE
Channels
Coverage
Place assessments
Locations
Inventory
Transports
PROMOTION
Sales promotion
Advertisement
Sales Forces
Public relations
Direct marketing
The particulars marketing variable under each P are shown below:
4 Ps 4 Cs
PROMOTION CUSTOMER
CONVENIENCE
COMMUNICATION
DISTRIBUTION IN THE COCA-COLA SYSTEM
DISTRIBUTION
Distribution Sales + Delivery + Merchandising + Local Account
Managemetn.
MERCHANDIZING
One the products are delivered to the customer's they are promoted at
the point-of-purchase to maximize the company's sales opportunities,
merchandizing involves looking at the presentation of the products
through the eyes of the consumers. It is an on-going process that help
the company present its products properly to the consumers in the
market place for instance, is the display attractive? Are the product
neatly organized.
PRESENTING THE PRODUCTS
Coca-Cola presents its products for sale in four different ways. They are
as follows:
Secondary Display
Coolers
Vending Machines
Post Mix / Pre Mix
The 3A's:
The strategy for reaching in creasing numbers of consumers in India is
based on the belief that consumers will buy our products it they are
Available, Affordable and Acceptable.
The 3A's is Coca-Cola underlying strategy for meeting its goal to reach
increasing numbers of consumer's. How does coke position its limited
resources to help meet its good. Let us explore the specific ways in
which the Coca-Cola system addresses each of the 3A's.
AVAILABILITY
Some of the way sin which the Coca-Cola Company hopes to increase
availability of its product include improved or innovative packaging,
dispensing systems, distributions system, marketing.
AFFORDABILITY
The ways to address affordability include pricing decisions, as well as
resource management. To make its product available at a price
affordable to the consumer. Continually processes more efficient and
therefore more cost-effective.
ACCEPTABILITY
Making coca-Cola brand products the beverage choice for any
occasion's depends on a variety of strategies to reach the target
audience. The common strategies adopted to effect acceptability were
though sponsorships, promotion youth market activities, community
programs, and other activates.
SWOT ANALYSIS
STRENGTHS:
Coke was born 11 year before Pepsi (in 1987) ad a century later
still maintains that pioneering least.
WEAKNESS:
It has not planned for setting up of any new plants where their
competitor has planned to set up several new plants.
OPPORTUNITY:
It can take the market very well with the new investment of Rs.
2400 corers.
THREATS:
This club is for the retailers. In this approach retailers are given some
points once in a month depending upon how they are using the
display material provided by the company to them. This material
consists of Fridges, DPS Boards, Glow Sign Boards, Display Bottles
(500ml. 1lt. 2lt, Commodity Packs, Stands, Posters etc. Depending
upon these points retailers are rewarded by certain gifts from the
company.
The retailers are participating in these schemes curiously. But few of the
retailers found furious and angry because they had lost the points
because of miscommunication or lack of guidance. Therefore they
need some kind of guidance from the company. It would be a better
idea that our salesman who are distributing the beverages to the
retailers can be equipped by the appropriate training so that they can
guide the retailers about how to use their display material to 100% of
their strength and able to tell about the new schemes convincingly.
2) Schemes:
3) Advertising:
Through the consumers survey it has been proved that the T.V.
commercials and sinages affect the consumer buying behaviour by
approximately 70%. May be only Cococola. is investing huge finances in
the T.V. commercials and other sinages, big names of Indian film
industries and sports hero’s are being proposed to become the brand
promoters and brand ambassadors. Amir Khan, Akshay Kumar, Hritik
Roshan, Riya Sen and more are being offered huge amount for carrying
out the promotions.
• Posters
• DPS boards
• Glow Sign boards
• Date calendars
• Cinema hall tickets
• Radio commercial
5) Merchandising assets:
Coca-Cola also try to promote their brands by providing their retailers
and dealers some display items. Some of such items are as follows:
1. Fridges
2. Coca-Cola/Mazza stands
3. Display bottles
4. Posters
Unlike the rival brand Pepsi, Coca-Cola co.. Basically depends upon its
sales man for promoting and launching the new as well as old brands
because instead of doing the business through dealer’s network like
Pepsi, Coca-cola believes in making and maintaining relations with
retailers directly. Therefore salesman is the very important part of Coca-
cola co. marketing strategy.
INTRODUCTION
Every year with the start of summers in India the real race to quench the
thirst of the consumers begins in the soft drink beverages industry.
Every year millions participate in it, either in the hot sun or sitting at
home watching their, sipping the soft drink and watching the newly
launched advertisements.
Lime n' lemoni Limca
Soft drinks manufacturers in India face a number of major problems,
such as distribution difficulties. Access to the 500,000 villages is limited
due to the poor road network. Inconsistent tax policies, the prevalence
of duplicates, hefty packaging costs and India's seasonal nature are
other factors holding back growth.
During New Year the two of the largest soft drink giants in India Pepsi
and Coca-Cola start experiments with products, packages, flavors and
prices in an effort to boost their market share. For this the biggies make
huge investments in terms of advertising, setting up new and more
productive and modernized plants, improving the distribution network to
get better reach to the end consumer.
One of the areas where these companies are making huge investments
is merchandising. This is the area where companies try to get the
maximum display in the consumer’s eyes at the retailers shop through
refrigerators, glow signboards, DPS boards, stands, posters, display
bottles etc. But the question arises that whether these retailers are
making the proper use of these materials, which the company is
providing them. Are they using these materials to their optimum level in
promoting the product of the company that has provided them the
Researcher have tried to find out answers to the above questions in his
research work, which researcher has conducted during his summer
training during the partial fulfillment of his MBA programme.
RESEARCH OBJECTIVE
PRIMARY OBJECTIVES:
• To find out to which extent merchandising assets are being used
by the retailers in promoting the product of coca-cola
SECONDARY OBJECTIVES:-
• To find out Market comparison of all the available brands of the
soft drinks in the market.
Researcher began his survey with route riding, i.e. traveling along with
the sales persons on his daily trip to service the retailers. Researcher
asked the retailers about their uses of Coca-cola merchandises and try
to Asses the market share of the Coca-cola’s different brands. This is
very important point as it gave me an inside view of the whole setup and
further on during the planning of any of the promotions. Researcher was
aware of the limitations and strengths of the environment he would be
working in. The various methods and principles adopted are listed
below:
• Research Plan:
Date sources: sources of information are as follows:
(1) Primary sources
Who’s the primary source??
Retailers are the primary source.
(2) Secondary sources – Researcher collected secondary information
• Research Approach:
Researcher followed one approach to collect the information
(1) Survey – Researcher contacted the retailers in the market place to
2) Kanpur,Main market
• Research instrument:
Researcher used questionnaire as his instrument for conducting the
survey.
• Sampling Plan
(1) Sampling unit – Retailers
(2) Sampling procedure- Simple Random Sampling Procedure.
• Contact Method
Researcher personally contacted the retailers.
Where f = Feed Back (Help in Controlling the Sub System to Which it is transmitted )
Ff = Feed Forward (serves the vital function of providing criteria for evaluation)
DATA ANALYSIS & FINDINGS
FIGURE 1
PBI
11%
Coca-Cola
14% PBI
Coca-Cola
Both
Both
5%
None
None
70%
Out of the sample size which has been covered only 11 % of the
shops had Pepsi’s GSB’s vis a vis to 14 % of Coca-Cola’s GSB’s.
14 % of the sample size had the GSB’s of both the major players
of the soft drink industry.
70% of the sample size didn’t have any of the GSB’s displayed.
GSB-GLOW SIGN BOARD
PBI-PEPSI BEVERAGES IND LTD
FIGURE 2
14% 13%
72% of the shops having Pepsi GSB’s got the 1st rank according
to their visibility status on the other hand only 14% of the retailers
got the rank 2nd and 3rd each. This shows that retailers who got the
GSB as display material from the company are using them
satisfyingly.
49% of the shops having Coca-Cola GSB’s got the rank 1st
PBI
27%
PBI
Coca-Cola
Coca-Cola Both
None
8% None
62%
Both
3%
Out of the sample size which has been covered 27 % of the shops
had Pepsi’s DPS Boards vis -a -vis to 8 % of Coca-Cola’s DPS’s.
3 % of the sample size had the DPS Boards of both the major
players of the soft drink industry.
62% of the sample size didn’t have any of the DPS Boards
displayed.
*DPS-DISTRIBUTOR PROMOTINAL SIGNAGE* FIGURE
4
0% 12%
18%
18%
Rank 1 Rank 1
Rank 2 Rank 2
Rank 3 Rank 3
70%
82%
82% of the shops having Pepsico. DPS Boards got the rank 1st
70% of the shops having Coca-Cola DPS Boards got the rank 1st
27% 25%
11%
37%
Out of the sample size, which has been covered 37% % of the
refrigerators; they are using their own refrigerators for the chilling
purpose.
FIGURE 6
8% 0%
33%
24%
Rank 1 Rank 1
Rank 2 Rank 2
Rank 3 Rank 3
68% 67%
68% of the shops having Pepsico. refrigerators got the rank 1st
according to their visibility status on the other hand only 24% of the
retailers got the ranks 2nd and 8% of the retailers got the rank 3rd.
This shows that retailers who got the refrigerators as display
material from the company are not using them satisfyingly.
rank 1st according to their visibility status on the other hand 67% of
the retailers got the rank 2nd and none of the retailers got the rank
3rd. This shows that in comparison to Coca-Cola, Pepsico.’s
refrigerators are being used in far more proper way.
FIGURE 7
How many Bottles of PBI/ Coca-Cola do you have in
your fridge
PBI, 4260
4500
4000 Coca-Cola, 3368
3500
3000
PBI
2500
Coca-Cola
2000
1500
1000
500
0
PBI Coca-Cola
FIGURE 8
Coca-Cola
44% PBI
PBI Coca-Cola
56%
Shortage
Shortage
13%
Other
Problem of the Problem of the Empty
36%
Empty bottle bottle
17% Irregularity of the Salesman
Other
Irregularity of the
Salesman
34%
FIGURE 10
Others
11% Low Demand
Low Demand
promises from 34% Smaller Fridge
Unfulfilled
the Company
Representatives Unfulfilled promises from the
22% Company Representatives
Smaller Fridge Others
33%
While giving the reasons for not using the Coca-Cola’s
refrigerators 34% of the retailers blame it to the lack of regular
services from the company (irregularity of the salesman), 17% of
the retailers voted to the problem of the empty bottles of Hindustan
Beverages India, 13% voted for the shortage of the different
packing.
Out of the 36% other major reasons low demand (33%) and lesser
capacity refrigerators (34%) got the maximum share.
Despite of all the above there are even major number of retailers
who blame it to the unfulfilled promises from the company
professionals.
FIGURE 11
100
90
80
70
60
50
40
30
20
10
0
0.5 to 2 3 to 5 6 to 10 More Than 10
FIGURE 12
6 to 10 3 to 5
28% 46%
70
60
50
40
30
20
10
0
Schemes Gift Sharing / Draft Other
FIGURE 14
Gift
40%
Sharing / Draft
21%
Other
Schemes 6%
33%
The sample size gives us the brief idea about the pattern of
distribution of merchandising assets by the companies. Most of the
retailers (around 73%) are getting the display material through
different schemes or as the gifts.
FIGURE 15
2lt
200ml
26%
30% 2lt
1lt
500ml
1lt 300ml
7% 200ml
300ml 500ml
23% 14%
The sample size shows that there is huge demand of 2lt pack
(26%) and 200ml bottles (30%).
300ml bottles with 23% shares the 3rd position and 500ml. Shares
the 4th position of the demand total demand with the market
demand of 14%
FIGURE 16
500
400
Pepsi
300
Coca-Cola
200
Thums-up
100
S1
0
Pepsi Coca-Cola Thums-up
FIGURE 17
Thums-up
24%
Pepsi
39% Pepsi
Coca-Cola
Thums-up
Coca-Cola
37%
290
280
270 Fanta, 285
260 Mirinda-O, 260
250 S1
240
Mirinda-O Fanta
FIGURE 19
Mirinda-O
48%
Fanta
52%
Mirinda and Fanta are almost head to head with 48% and 52%
market demand. Though Fanta is having 4% more share than
Mirinda Orange.
FIGURE 20
Sprite 7 Up
5% Mirinda-L
9%
27%
Mountain Dew
28%
Limca
31%
FIGURE 21
1000
800
Limca, 865
600 Mountain Dew,
Mirinda-L, 735
400 770 Sprite, 235
200 7 Up, 123
S1
0
Mirinda-L Limca Mountain Sprite 7 Up
Dew
Sample size shows the comparison between the market demands
of each of Lemon drinks available in the market
Limca in the lemon flavour with the market demand share of 31%
is beating all the giants.
Sprite and 7 up are lacking behind with just the share of 14%.
FIGURE 22
300
295 300
290 290
S1
285
Slice Mazza
FIGURE 23
Mazza, 290
Slice, 300
Sample size shows the comparison between the market demands of each of Mango
drinks available in the market Slice and Mazza is almost head to head with 52% and
48% market demand. Though Slice is having 4% more share than Mazza.
LIMITATION
Despite the possible efforts in conducting the research, there were some
Time available for research was very short so certain aspects have
been overlooked.
to a different answer.
RECOMMENDATIONS
1. Company should do something to meet its demand in the market.
Because there is an acute shortage of Coca-Cola 2Lts party pack and tin
pack because of the shortage, Coca-Cola is not only loosing the present
market share but also providing way to the rivals. For this either plant
size can be expanded or some more production equipments can be
installed.
5. Company professions must not make the false promises about the
merchandising assets with the retailers. These retailers must get the
proper information and guidance about the company policies on the
merchandising assets. So that there must be no frustration generated.
6. Though the GSB’s and DPS Boards are being used by the retailers
satisfyingly but still there is need of the guidance for the retailers.
10. Retailer benefit schemes, which the company launches time by time
during the whole year, must be made clear to all the retailers.
12. Company professionals should visit the field more regularly and they
must try to visit every retailer at least once in a month.
13. A proper trust and relationship building process is required with the
retailers, which need to be worked on.
14. Above figures shows the market demand comparison between the
different products of all the flavors available in the market. Which show
that we can gain market share through Coca-Cola’s Limca and Sprite.
So we should concentrate more in completing the market demand of
these products.
15. Above figures shows the market demand comparison between the
different packs available in the market. Which show that we can gain
market share through concentrating more on 2Lt. and 200ml.
pickings. So we should concentrate more in completing the market
demand of these packing
16. Other products and packing like Sprite and 300 ml. Whose demand
is going down require proper attention and strategy.
CONCLUSION
After conducting the research, Researcher found that there are two
categories of retailers. The first one is of those retailers, which just want
to increase their assets, for them the sale doesn’t matter according to
them they can only increase the sale if the company will invest in them
or in their shops. These types of retailers will only work for the company,
which invest in them hugely. And if at any moment they found company
has lost or lowered their interest in them they will again shift to other
major player. Other kinds of retailers are those who are more bothered
about working hard and build their reputation in the market. These types
of retailers are using the merchandising assets to their optimum level.
And sometimes if they are unable to do so it’s because of the irregularity
of the salesman (when the salesman on the route gets changed) or
because of the shortage of the different products/packing.
ADDRESS _____________________________________________
1 OUT OF COCA-COLA AND PEPSI BEVERAGES INDIA LIMITED WHOSE GSB DO YOU
HAVE?
a. PEPSI B COCA-COLA C BOTH D NONE
1 2 3
2 OUT OF COCA-COLA AND PEPSI BEVERAGES INDIA LIMITED WHOSE DPS BOARD
DO YOU HAVE?
a. PEPSI B COCA-COLA C BOTH D NONE
1 2 3
1 2 3
B. ( ) MIRINDA-O ( ) FANTA
D. ( ) SLICE ( ) MAAZA
Thanks
If you Have Any Suggestion…………………………( )
Signature
Retalier List
Trimohan pan
Bhandar Ghaziabad
Ghaziabad
Gupta & Sons
Sarfaraz pan
Bhander Ghaziabad
Name of the books used for the reference and their authors.
1). Kotler, Philip, Marketing Management, Delhi, Pearson Education Pvt. Ltd., 2004
2). Kothari, C.R., Research Methodology, New Delhi, Wishwa Prakashan Pvt. Ltd.,
2003,pg.14-26.
Websites Referred
http://www.coca-cola.com
Search Engine -
http://www.google.com
MAGAZINES
Business Today