Escolar Documentos
Profissional Documentos
Cultura Documentos
Project Report
On
AT
In Partial Fulfillments of
SUBMITTED TO SUBMITTED BY
Technology
1
TO WHOM IT MAY CONCERN
This is to certify that Mr. Manoj Stephen James student of MBA (2005-2007),
COKE &PEPSI”
For Brindavan Beverages Ltd Bareilly, under the able guidance and supervision
Bareilly
He had pursued his summer Training project in Bareilly offices of the company.
His observations, findings & recommendations are highly appreciable and the
company management has the plans to implement the same. To the best of our,
knowledge no part of this report has been reproduced from any other report and
Signature Signature
2
Khandelwal College of Management
CERTIFICATE
Mr. Sandeep
Sharma
3
(Training & placement officer)
This project report bears the imprint of many people who were either directly or
indebtedness to Mr. Ashish Khandelwal, Marketing Manager of coke for his able
I am thankful to Mr. Sandeep Sharma, Training and Placement Officer who has
I shall always remember the valuable help given to me by all these associates.
open to all facilities & giving me an opportunity to work in a congenial during the
4
Summer Training in any organization is an attempt to provide the student a
practical Input and Exposure to the Real world situation in which he has to work
outlets under 7 distributors in Bareilly City. The Extract of the work is presented
in this report under various headings as, Introduction, Company’s Profile, Project
This report provides me a chance to study and analyses the practical aspects of
the field of marketing. This project also gave me the chance to improve logical
thinking and interacting patterns. While working on the project, we came to know
about the latest marketing strategies and trends prevailing in the market. The
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TABLE OF CONTENTS
I Company Profile
II Research Methodology
III Merchandising
IV Route productivity
VI Analytical Interpretation
X Conclusion
XI Limitation of Research
XII Annexure
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XIII Bibliography
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COMPANY PROFILE
DOUGLAS N. DAFT
Executive Officer
Douglas N. Daft was elected chairman, Board of Directors, and chief executive
officer of The Coca-Cola Company on February 17, 2000. Mr. Daft is the
Mr. Daft, 60, joined the Company in 1969 as planning officer in the Sydney,
Asia and in 1982 was named vice president of Coca-Cola Far East Ltd.
8
In December 1988, Mr. Daft was named president of the North Pacific Division
Atlanta headquarters
Group, and Schweppes Beverage Division, as well as the Middle and Far East
Group.
Mr. Daft was elected president and chief operating officer of The Coca -
He serves on the boards of Sun Trust Banks, the Boys & Girls Clubs of
Commerce, the G100, the Woodruff Arts Center, the Commerce Club, and the
Assembly and the Center for Strategic & International Studies. He is also a
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AROUND THE WORLD
became popular wherever it went. Our first international bottling plants opened in
1906 in Canada, Cuba and Panama, soon followed by many more. Today, we
produce more than 300 brands in over 200 countries. More than 70 percent of
our income comes from outside the U.S., but the real reason we are a truly global
company is that our products meet the varied taste preferences of consumers
everywhere
OUR PARTNERS
support health, fitness and good nutrition. Visit these sites for more information
The Coalition for a Healthy and Active America (CHAA) CHAA was
parents, children, schools, and communities about the critical roles physical
activity and nutrition education play in reversing the alarming trends of childhood
advocate for developing healthy and active lifestyles for America's youth.
fitness; giving parents the freedom to help their children make their own
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childhood obesity that are both responsible and realistic American Council for
Fitness and Nutrition The American Council for Fitness and Nutrition (ACFN) is a
organizations and trade associations working together to improve the health of all
and nutrition. The cornerstone of all ACFN initiatives is the idea that lasting
solutions to the nation's obesity problem must be based on sound science and
behavioral research. Such policies are likely to help parents and their children
(GMA) represents the food, beverage and consumer products industry on key
issues that affect the ability of brand manufacturers to market their products
general public through the pursuit of balanced science. Its goal is to further the
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emphasizes healthy living achieved through a balance of physical activity and
responsible eating habits. The Web site gives young people and their parents the
tools and ideas to help change habits and plant the seeds for healthier families
National Association for Sport and Physical Education association for Sport and
sport and physical activity through scientific study and dissemination of research-
National Soft Drink Association the National Soft Drink Association (NSDA) is the
trade association for America's soft drink industry, serving the pub.
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HISTORY OF COLA
The cola industry has phenomenal possibilities for rocketing profit growth inspite
the coca. Cola have a status symbol to it..., generated by the sub standard,
Total soft drink segment is growing at the rate of 10% per year still if international
standard area considered the per capita consumption of three serving in rock
bottom, less than even our neighbors Pakistan and Bangladesh, where it is four
more as much. So with kind of a market potential coke entered in India in 1991
after the permissions of setting up Britico Food company to coke was granted by
the government in Pune in 1992 the plant was established for is deducted then
the bottle are taken out of the line and cleaned again or rejected.
The most important step is the mixing of drink concentrate dissolved in the soft
water the sugar syrup at the same time. Carbon dioxide is passed in the drink to
produce a fizz.
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After the crowing of the bottle the crown contains the manufacturing data batch
number and Time. After crowing the bottle, the bottle comes again at checking
Coke is a households name and is the lips of every one. In present time every
person know the name of coca cola since India is one of biggest market and
sultry summer from march the end of October and huge population has
immensely helped in the sales the sales of coke in India and its making it more
economical.
Last years, the market share of Coca Cola was not specific. In this year
company’s top management adopted new policy and increased the rate of all
brands of coke. By this decision top management determined the rate of 300 ml /
10Rs. And the brand of 200 ml determines the rate of this brand 7Rs. By which
medium size family and lower level family can be taken the enjoy of coke. By this
decision company’s marketing share has been increased.In present time coke is
captured approximate 60% market share in cold Dinks line. Now coke has
defeated all the soft drinks company. According to service and according to
advertising coke has appropriate position.It has now emerged as the winner and
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MISSION OF THE COCA-COLA COMPANY
time. The company accomplished the mission by working with its business
worldwide system of superior brands and services, thus increasing brand equity
on a global basis.
1. We will conduct ourselves and our business activities with the highest
everything we do.
suppliers and instill them with a passion to deliver the highest quality
well-defined objectives.
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COKE BRANDS IN INDIAN ORIGIN
COCA-COLA:
SPRITE:
"Sprite Boy" as inspiration for its name. This elf with silver
drink in the U.S., and the world's most popular lemon-lime soft drink.
FANTA:
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The name was then revived in 1955 in Naples, Italy, when it was used for the
"Fanta" orange drink we know today. It is now the trademark name for a line of
DIET COKE:
VANILA :
LIMCA:
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MAAZA :
THUMPS UP :
KINLEY WATER:
SUNFILL:
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VISION
MISSION
system of superior brand and services thus increasing the brand equity.
To achieve the mission the company seeks the contribution from each of
Environmental policy.
Internal control.
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BRINDAWAN BEVERAGES LTD.
In the network of the Coca-Cola system, Coca-Cola has either of the two
After 1993, when coca cola re enters Indian market, done a lot of changes
in the existing system of the soft drink market prevailing in India, by acquiring the
major brands and the bottling operations from Parle. After this company founded
purchasing other bottling operations, all around India and introduces new
technology in them. These bottling plants are called Company Owned and
Operation Bottling Operation. Company has full ownership and operational right
for these type of operations. The other type of bottling operation for the company
are called Franchise Owned and Operated bottling Operation, to these, the
company has given the right to produce the product for the company and to
supply with in the territory assigned by the company. Company has no ownership
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In India Company have 26 COBO and 14 FOBO operations for the
production and control of the whole operation in India. These are divided in to
various zones that are given in the marketing mix section of this report.
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"COMPARATIVE ANALYSIS OF COKE & PEPSI"
The soft drink market all over the world has been witnessing a neck to neck
battle between the two major players, coca-cola and pepsi since the very
beginning. the thirst quenchers are trying hard to have the major chunk of the pie
of carbonated soft drink market. both the players are spending their energies in
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
The two warriors are face to face once again here in india with different
strategies and tactics to attack the rival. coca-cola is focusing upon the joint
ventures with the existing bottlers { fobo } franchise owned bottling operations to
enhance its control on manufacturing and marketing of its products range and
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Countering it pepsi has taken the battle in its own hands by floating as
cobo } company owned bottling operations. both the companies are following
different path to reach the same destiny i.e. to fetch the bigger portion of aerated
soft drink market. both consider india a huge potential market, as per capita
consumption here is a mere 3 serving annually against the world average of 80.
therefore, they are putting in their best efforts to woo the indian consumer who
has to work for 1.5 hours to buy a bottle of soft drink. in comparison to the
international norms minutes, a major hurdle to cross over for both the athletes for
getting no.1 position comparison to the inter. coca-cola is well set with its 53
bottling sites through out the country giving it an edge over competition by
processing a well-built bottling and distribution set-up. on the other hand, pepsi,
with two more years in india, has been able to set an image of a winner in india
and has been able to get the pulse of the india soft drink market. the soft drink
giants are leaving on stone unturned and her for the long terms.
Coca-Cola has been penetrating the market through its wide product range with
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
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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
fizz out their competition. pepsi had plumbed a large on the visibility of its blue
red and white logo. they have been going with aggressive marketing by putting
amir khan, akshay kumar and their advertisement to endorse their brand, the role
models for its targeted consumer the teenagers. they have increased the fizz in
the market place by introducing the dispensers called fountain pepsi and has
been enjoying a lead over its rival there. 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
a snoop at coke, thums up come with the ad line, don’t be bandar, taste the
thunder. also thums up has been positioned now very near to that young image
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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
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
EDS Survey
Station : Bareilly
Area: ZAHEED
Total shops covered (Shared Outlets) :58
CHANNEL TYPES ASSETS COKE% PEPSI%
P/B 11 VC - -
E7D 19 CC 11 1
GROCERY 15 FRIDGE 3 -
SWEET 13 IBX 39 1
TRAVEL 00 RACK 17 15
- - F,SIGN - -
LEMON
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FANTA MIRINDA 30 - 25 7 44 - 1 41
ORANGE
SPRITE MOUNTAN 39 10 20 4 - 12 12 -
DEW
THUMPSUP 7 UP 55 9 44 48 - 30 19
MAAZA SLICE - 2 - 1 - - - -
KINLEY LEHAR SODA - - - - - - -
SODA
RESEARCH METHODOLOGY
Operational Setup-
The success of any survey is depends upon resources, quality and timing
and integrity of the surveyor who compiles the primary data. So it is a very
important task is to manage all the available resources which make impact on the
quality of survey.
Approach-
The approach behind a surveyor the project varies with the purpose of the
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survey. Under this report, "quantitative" approach is used which is concerned
with the objective assessment of the availability and display that is clearly visible
Area of survey-
For performing any survey a sample is selected from the population. All
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Planning:
For a successful compilation and best result within a limited time the
planning was must. In this way the first step was to design an appropriate data
form we can say it questionnaire that covers all the mandatory areas of
information that is to be analyzed. The data form which I was used to collect data
Schedule:
which were handed over to us. So keeping in view the original objective, the
content of the schedule was prepared. Then I and my group members collected
data from the desired field. Since the data form distribution and collection was an
official work so it was a time taking process. In the meantime it was our work to
Sampling Design :
chosen.
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Data Collection Method:
The two sources for data collection are documentary or secondary and
field or primary is used. Because I have to collect the information, which is fickle
in nature, the availability and display of the product changes even each and
forms used for the survey were close-ended questionnaire consisting of various
items.
I have covered Barilley City & took data of different areas it was great
to visit company like "Coca-Cola", season like "Summer" and product like "Cold
Drink", combining all the factors together make the sample design for the project
very important for the real extract from the market. According to my judgment
and to cover all the major areas the sample was selected. The sample size was
100 consumers.
Statistical Tools:
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The more important types of diagram which are use in statistical work are:-
1. Bar Diagram :
method bar of equal width are taken for the different items of the series. The
2. Pie Chart :
components by straight lines drawn from the center to the circumference of the
circle. When statistical data are given for a number of categories and we are
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MERCHANDISING
Definition-A (Webster's) :
Merchandising-
identification of the market{7}, advertising at the right time in the right media{7},
and creating attractive packaging and displays; also, the study of the best
Definition-B (Encyclopedia) :
connection with films, usually those in current release, and with television shows
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Trademarked brand names, logos, or character images are licensed to
emblazoned with the image of the license, hoping they'll sell better than the same
performance.
Work to develop and implement retail partnering programs (and new product
partnerships leveraging print, TV, radio, live events (tours, festivals, etc.)
and more.
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MERCHANDISING TYPES:
• Retail Merchandising
• Visual Merchandising
VISUAL MERCHANDISING:
because a store's window was the main area where merchandise was displayed.
Windows
Shop Interiors
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ROUTE PRODUCTIVITY
Many product distributors find themselves with a delivery route system that has
"evolved" over the years into - well, let's just say a state of relative inefficiency.
When was the last time your distributor operation completed a thorough, bottom-
up review of its route system efficiency? When was the last time the entire
If the answer to these two questions is years, the business may have
that sales routes need to be developed first - with delivery routes developed later
organization, one must develop sales routes first to ensure the company is
and likely results in a route system that is: inefficient from an operations
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The delivery system is the most expensive component dealt with in an entire
Organization?
up resources within the organization that can be re-directed into the sales effort.
A properly designed and executed re-route can be one of the most important
things a wholesaler can do to increase both its delivery system productivity and
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When was your last re-route? Is your business missing opportunities because of
"getting the product to market". Delivery can mean different things to different
nothing more than driving the product from one location to another. In other
sale materials, product rotation, product pull-up, and product facing. In some
Service Representatives (CSRs) which conveys the expectation that drivers will,
The type and level of services expected by the delivery department will, of
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1. type and quality of individual sought for delivery positions;
3. interaction of the delivery driver with other facets of the distributor operation;
Delivery Productivity
ratio on a per-route basis. The most common product movement ratios are:
- annual revenues;
delivery routes has a ratio of $5, 00,000 of revenues per route. In this
equivalent. In other words, one route going out only 2 days a week is considered
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MARKETING STRATEGY OF COKE
As millions of rural Indians reach for a cold soft drink in the hottest
summer in years, Coca-Cola India seems to have discovered the consumers who
could rescue its dismal sales record. Coca-Cola India totally misjudged rural
for consumer products, the local arm of the US soft drinks giant seems to have
learnt its lesson. "We were just not addressing the masses, that were the
The company's new strategy of smaller bottles, price cuts and advertising
that straddles cities and villages pushed turnover last year up by a quarter to
nearly Rs.5000 crore. And Thumbs Up, a local brand that Coca-Cola bought and
then ran down, is also recovering spectacularly. The success of Thumbs Up,
whose market share is now roughly equal to that of marker leader Pepsi at 23
percent (from 12 percent three years ago) in India's Rs.8000 crore soft drinks
market. Coca-Cola returned to India after being kicked out by the government in
the mid-1970s. It paid a high price for the then market leader, Thumbs Up, and
tried to kill it off in the mistaken belief that this would pave the way for Coca-
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Cola's rise. Extravagance, unoptimistic and naive reading of the market
and mismanagement of its new bottling assets led Coca-Cola to write down
Rs.2000 crore of its Indian assets in 2000. The greatest indignity is that India is
"Coca-Cola came in blazing but mishandled itself and Thumbs Up. That
makes its recovery all the more remarkable." says Mr. C Srinivasan, chairman of
stable after recent flurry of departures, persuaded the US parent to persist with
India, and won $100 m to fix problems such as poor distribution. Its Atlanta
headquarters was won over because of India's potential. India's per capita
consumption of carbonated drinks is less than hall the level in Pakistan and
about 8 percent of China's. Mr. Gupta argued that closing the gap would only
"We had to address the 75 percent (that lives in rural areas) and not just
the 25 percent (in cities) and that meant using small-pack innovations," says Mr.
Gupta. "The only consumer goods companies that make it in India are those that
Coca-Cola's 200 ml bottle (down from 300 ml) sells for Rs.7, half the price
volume" strategy. Coca-Cola had to shrink its ballooning costs, while raising
output in a market growing at just 8-9 percent per year. Coca-Cola added 30
assembly lines, including five plants; cut costly staff; revamped transport; shrunk
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bottles and made them lighter and packed in smaller crates to increase a
truck's carrying capacity; added distributors and expanded the number of outlets
in towns and villages by a fifth to about 1 m. Coca-Cola's aim was to "lock in"
method was to help those with no savings or access to formal credit to buy their
costliest asset: a fridge. The company negotiated big discounts from fridge
fridge industry. Discounts were passed on to the retailers, cutting the average
irrelevant to the Indian market and adopted one featuring Bollywood stars. "The
campaign is finally speaking to the right market." says marketing consultant Mr.
Jagdeep Kapoor. The adverts also loudly proclaimed the Rs.5 price benchmark,
you with a strong impression of two words that seem to be very deeply-etched in
Chairman Douglas Daft states in his address to shareholders that, " If there's one
thing that I've learned in my 30 years at Coca Cola it is - Think locally and act
adverse impact on the image of the company, due to the various issues that
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cropped up last year in different parts of the world. Like the product
In a recent article in The Financial Times, Mr. Daft talks of how Coca-Cola
whose basic success emanated from its strength of being a 'multi-local' business
relying heavily on the insight of local business partners, quite forgot the secret of
its success and veered on the path of centralization. He has staled in this article
that Coca-Cola wandered off the right path and endured a year of dramatic
setback, by ignoring the changing global scenario and continuing to believe that
a strategy that was once successful will always yield results. As he puts it "As the
Century was drawing to a close, the world had changed, and we had not. The
The company in the 80's and 90's had focused on centralizing its
was being spread over 200 countries. It has now woken up to the fact that the
world is changing very fast today and that a localized management that can
quickly respond to the challenges and needs of the relevant market will be critical
to success, rather than a unified management at the center. And that is precisely
what Coca-Cola has set out to do. It appears to be handing out a greater degree
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of operations. It has decided to cut jobs and convert itself into a leaner
structure. In India too, the complex holding structure has been broken down and
Cola Holdings Pvt. Ltd and one downstream subsidiary - Hindustan Coca-Cola
comprehensive review of its Indian bottling operations and has announced that it
will be writing off $400mn worth of assets in India in the first quarter of this year.
The meeting hosted last week by the company to update investors on its
business strategies and outlook for the future also sang the same tune of how
"Think Local Act Local" philosophy. The company's focus, according to the
beverages and the Coca-Cola brands in every country. This will be achieved
system and Coca-Cola people. The Consumer focus strategy involves using
enable the company to keep growing. "We want to ensure that we have a tailored
locally relevant ways." states the annual Report of the company. It gives the
leveraged on the Diwali Festival and the entrenched family values in the Indian
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"The 21st Century has taught us one important powerful lesson - that the
place and promotion having its own significance, which varies from one
organization to the other. In Coca-Cola the information about all the 4 P's that
PRODUCT:-
Product mix of Coca-Cola consists of the various brand packs and flavors
given in the table. Product strategy of the Coca-Cola is to promote all the brands
available in all the brands packs and to introduce the product in new flavors and.
even new product. Regarding this Kinley soda is introduced. Fanta in green
PRICE:
Regarding the pricing policy or the price to the distributor is not disclosed
to me, but as done for the different product of the company, company has priced
the product same as that of its major competitor or the market leader.
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PLACE:
whole India these zones are: - Northern zone, Eastern zone, Western zone,
Southern zone and Andhra Pradesh zone. These zones are divided in to various,
plants, which govern the area assigned to them. The areas are the various
distribution centers called distributors and C&F agents. Then comes the
distributors and C&F agents. Finally consumer is there, having the product from
the customer's shops or delivered to their home, it is more clearly visible through
this chart. The Coca-Cola Company, which gave its reach to the mouth of billions
of people all around the world having a wide distribution, network. In India, the
pace and speed at which Coca-Cola has widened its business is really amazing.
PROMOTION:
This part of the marketing is playing a very vital and important role in the
advertising budget of both the companies coca cola and Pepsi, one can easily
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TOP LINE PROMOTION AND BELOW THE LINE PROMOTION.
Top line promotion includes the promotion designed and done by the
company's corporate office of Gurgaon and the office of Bombay TV ads, design
of banners, and other POS done by the company simultaneously all around India
with no Difference in designs etc. fall in this category. Below the line promotion
includes the promotion schemes, publicity material, POS display done by the
company from zonal, plant, sales manager and area sales manager level. . At the
sales manager and area sales manager level the promotion done exclusively for
COMPETITORS:
Since there is only one major competitor of the Coca – Cola i.e. Pepsi.
Pepsi Co. Beverages and Foods, a division of Pepsi Co. Inc. Pepsi Co.
Beverages and Foods at North America also comprise Pepsi Co`s Tropicana,
Gatorade and Quaker Foods businesses in the United States of America and
Canada also.
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Pepsi-Cola non-carbonated beverage portfolio includes Aquafina, Which is
the number one brand of bottled water in the United States, Dole single serve
juices and some, which offers a wide range of drinks with herbal ingredients. The
company also makes and markets North America’s best-selling, ready to drink
iced teas and coffees via joint venture with Lipton and Starbucks, respectively.
Pepsi Co, Inc. is one of the world’s largest food and beverage companies.
• Frito-Lay snacks
• Pepsi-Cola beverages
• Tropicana juices
• Quaker Foods
Pepsi Co Inc. was founded in 1965 through the merger of Pepsi-Cola and
Frito-Lay. Tropicana was acquired in 1998. In 21001 Pepsi Co merged with the
QUAKER Oats Company, creating the world’s fifth largest food and Beverage
sales. Pepsi Co's success is the result of superior products, high standards of
their people.
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Soft drink business is built on two pillars - Brands and Distribution. We
marketing concepts
1. Branding
2. Valuation of brands
3. Distribution
4. Marketing
5. Market Research
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1. BRANDING :
What is a brand ?
A Trade mark is "a brand or a part of brand that is given legal protection
Why branding?
simple identification purposes to having legal protection for unique features of the
parameters. In some cases, brands are just used to endow the product with
unique story and character which itself can be a basis for product differentiation.
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Special importance of brands for soft drink products
While brands can represent all types of goods or entities, they have
special importance for products. Brand equities are stronger in soft drink
spending.
unknown brand.
• Successful brands generate strong cash flows, which enable the owner of
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How a brand is created?
by way of
- advertisements/publicity
Advertisement and promotion can induce trials but for sustained loyalty,
the manufacturer has to offer superior quality and value for money. Most
their existing brands and improve the product quality continuously to maintain
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2. VALUATION OF BRANDS :
from a product with a brand versus a product without a brand name or with
There are no widely accepted techniques of brand valuation. There are several
in price cutting, aggressive promotions, lower margins for all the competing
brands.
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Value of an acquired brand :
In case of an acquired brand, price paid for the brand over and above the
value of tangible assets, represents value of the brand. For accounting purposes
Goodwill
Some of the popular methods for valuation of brands are discussed below
factors. It gives scores on each factor and values the brand as multiple of sales/
brand.
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- Brands receiving consistent investment are more valuable.
mark laws.
brand from the conception stage. These costs include market survey, research &
adjusted for inflation and present values are calculated. Then adjustments are
made to provide for discount in case of a declining trend in the product life cycle
or premium in case of ascending trend in market share and product life cycle.
Market value - Valuation at market price (the best bidder quote) can be at
divergence from the fundamental value of the brand. For instance, a large
company may pay an abnormally high price to protect its major brand or remove
a nuisance from the market or derive synergies in its existing business. Such
separating and quantifying earnings that can be attributed to the brand and
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3. DISTRIBUTION :
Manufacturer – Retailers
54
Why use distribution channels-
return on assets.
RETAILING :
In India, there are over 5 million retail outlets dispersed all over the
country. The retailing industry provides employment to over 18mn people. 1 out
to developed countries, unit average size of a retail outlet in India is very small.
55
Organized retailing, however, has been a recent phenomenon and is
relatively undeveloped. There are no large super market chains/ shopping malls.
counterparts in the western countries do. While small chain stores called Apna
have been fairly popular, Department Stores and Food Stores are slowly gaining
- Grocery stores
- Food stores
- Cold chains
The relative share of grocers dropped from over 50% in the early 90's to
35% in the late 90's. Chemist outlets on the other hand, have been expanding
their product range to include high margin FMCG products from shampoos to
ketchup. Pan-wallas are also emerging as full fledged consumer product outlets.
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COMPOSITION OF URBAN OUTLETS
Grocers 34.7%
Cosmetic stores 4.0%
Chemist 6.3%
Food Stores 6.6%
General Stores 14.4%
Pan – stores 17.0%
Others 17.0%
Grocers 55.6%
Cosmetic stores 13.5%
Chemist 3.3%
Others 27.6%
04. MARKETING :
Direct marketing :
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In direct marketing manufacturers reach the consumers directly. Direct
marketing can be undertaken in several ways such as mail order, own retail
outlets, mobile vans etc. A new innovative approach to direct marketing viz
consumers and appoint new distributors and train them. The distributor earns
commission at two levels; one is his/ her own commission and two a proportion
The company insists that the distributors should take prior appointment
with the consumer. Personal interaction is not only convenient but adds value as
customer get valuable advice on the product and how to use it.
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Direct marketing (multi level approach) in persona care products is
extremely popular abroad. In Brazil, about 60% of personal care products are
sold through direct marketing. In India, direct marketing has been slowly growing.
specially in personal care and cosmetic products. Direct marketing has mainly
been undertaken by the new MNC entrants (notably Oriflame, Avon). Hindustan
Lever has also recently launched a new personal product brand Aviance which is
like Vacuum cleaners. However given the widely spread geographical area in
India, direct marketing cannot be easily used to build an extensive national reach
5. Market Research :
- market characteristics
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- market share analysis,
- competitive products,
- advertisement effectiveness
recent times as
international markets.
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- Marketing executives are physically away from the market and hence the
tremendous utility.
identify the problem precisely will result in finding a correct solution for a
wrong problem.
sampling plan.
Field work: After finalization of research design, the actual data collection
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Data analysis: The next step forms the heart of research activity. It
involves extracting meaningful information from the data collected and analyzing
TEST MARKETING :
Test marketing refers to testing out product and marketing mix with a
small number of well chosen consumers which are representative of the target
CONSUMER'S PANELS :
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introducing a new product to the consumer panels. The firm estimates trials as
well as the repeat purchasing by this method. There are statistical models to
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Advertising aims at providing information about the product arouse demand for
the product and emphasize on superior features of the advertised product over
mode of presentation, type of media, timing etc. They invariably do post audit of
advertising efficacy.
Promotions are of two types viz. pull promotions where consumers are
There are several forms of promotion such as distributing free samples, discount
coupons, gift offers for consumers and target based incentives and display
schemes etc for retailers. Marketers also sponsor charity programmes, sports etc
DISTRIBUTION MANAGEMENT
distribution. The last part of the definition - retrograde and lateral distribution - is
management schemes. Our ability to move materiel in any direction through the
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transformation, by reducing materiel requirements to only those that are needed
large geographical area, knowing exactly what you have and where it's located
across your enterprise, as well as historical audits that can help with planning for
the future.
availability for every product, at every plant. You can instantly find transit status
for parts and finished goods. Frontier helps you plan more efficient truck loading
and shipping routes. You'll also enjoy shipping and billing that is tightly integrated
Dynamic control is the distribution manager's ability to rapidly set and change
supplies and materiel, we remain at the mercy of the transportation system and
will be forced into the comfort and expense of a stockage-based supply system.
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Advanced Forecasting
Advanced Pricing
Agreement Management
Enterprise Facility
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DAILY SHIPPING ACTIVITIES AT COCA-COLA
BSR-
1. Daily report
4. RG 1
EMPTY-
2. Breakage report
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INDIA DIVISION
became 3rd largest FMCG from zero in India in just 8 years. There are 40
There are 5 regions in India viz., North, South, West, East & Andhra
Pradesh.
Bottlers, who are given license by the Company to bottle its products on their
behalf.
Gurgaon. It comprises of Delhi, Western UP, Eastern UP, Jammu & Jaipur units.
It has 9 production units viz, Delhi, Jaipur, Kanpur, Varanasi, Dasna, Mundka
Depo, Jammu, Delhi FOBOs & East-West UP FOBO. It is the largest region in
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PRODUCTS OF COMPANY
It has brown colour with high content of C02 (Carbon di-oxide) which
makes its COLA flavour heavy. It is available in different volumes in market like :
It has dark brown color with very high content of CO2 which makes the
It comes in many flavours like orange, with light content of CO2 that
makes its make its flavour delicious. It is available in different volumes in market.
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Limca has light grey colour with light content of CO2 that makes its flavour
It is of yellow colour with decent taste of mango. It doesn't contain CO2. Its
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PRODUCT RANGE
sugar 500Ml.
1.5 Litre
Sugar 500Ml.
1.5 Litre
Treated water+
Sugar 500Ml.
1.5 Litre
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Clear Lemon Lemon Flavour+ 200Ml. Sprite Coca-Cola
+ Sugar 500Ml.
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Table- I
Analytical Interpretation:
The given Chart & Table show that the most no. of respondent like to take
cold drink because it gives the full satisfaction in the hot and humid day. It was
found that 100% of respondent likes to take the soft drinks and 00% respondent
don’t want to take cold drinks. The people who don’ts prefer are because of their
taste and preference. They are of the perception that Lassie and Nimbu pani are
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GRAPH-1
100% 0% Yes
No
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Table- II
Response
No of Respondent Percentage (%)
(Time a day)
Less than 2 54 54%
2–4 35 35%
More than 4 + 11 11%
Total 100 100%
Analytical Interpretation:
The given diagram & table show the frequency of taking cold drinks
in a day. It was found that 54% of respondent takes the less than 2 cold drink a
day, 35% of respondent takes 2 – 4 cold drinks a day. And 11% of the
respondent likes to takes more than 4 cold drinks in a day. The people who
consume more than two cold drinks have a habit of a high consumption. For
them a change in price doesn’t changes their demand to a great extent. They
also maintain a brand loyalty in the brand they are regularly consuming.
54
60
50
35
40
30
11
20 Graph II
0
Less than 2 2–4 More than 4 +
75
Table- III
Preference of flavours
Cola 41 41%
Citric 26 26%
Lemon 21 21%
Orange 10 10%
Others 02 02%
Total 100 100%
Analytical Interpretation:
The given graph & table show the most popular flavour in cold drinks is
Cola. It was found that the 41% respondent likes the Cola Flavoured, 21% of
respondent likes the Lamon flavoured, 26% of respondent likes the citric flavour,
10% likes the Orange flavour and only 2% likes the other flavoured.
45% 41%
40%
35%
26%
30%
21%
25%
20%
GRAPH-III
10%
15%
10%
2%
5%
Preference of flavours
0%
Cola Citric Orange Lemon Others
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Table- IV
77
Response No of Respondent Percentage (%)
Yes 56 56%
No 39 39%
Can’t Say 05 05%
Total 100 100%
Analytical Interpretation:
The graph & table clear view regarding the importance given to a
brand name while choosing the cold drinks. It was found that the 56% of
Respondent says Yes and 39% of respondent say No and the only 5% of
Graph IV
39% Yes
56% No
Can’t Say
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Table- V
Brand 28 28%
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Flavour 48 48%
Advertisement 06 06%
Chilled 18 18%
Total 100 100%
Analytical Interpretation:
The chart and diagram shows that the way respondent likes the particular
brand of cold drinks. It was found that 48% of respondent likes the because of
flavour, 28% respondent likes the cold drinks because of brand, 18% of
advertisement.
GRAPH-V
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81
Table- VI
Coke 58 58%
Pepsi 21 21%
Others 21 21%
Total 100 100%
Analytical Interpretation:
The given diagram gives the view regarding the most popular and
demanded brand. It was found that the 58% of respondent preferred the Coke as
most popular brand, 21% of respondent say Pepsi as most popular brand, 16%
of respondent referred the coke as the popular brand and the only 21% of
Graph VI
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60%
50%
40%
30% Series1
20%
10%
0%
Coke Pepsi Others
Table- VII
83
Availability in retailer’s shop
Cola 61 61%
Citric 30 30%
Fruit flavoured 9 9%
Total 100 100%
Analytical Interpretation:
The given chart table shows that the most available flavour on the
(Consumers) say that they find Cola flavour on their retailer’s shop.30% of
respondent found the citric flavor on their retailer’s shop. Science cola flavour is
a Universal flavour in India, with consumers of all age, sex and preference
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Graph VII
61%
70%
60%
50%
30%
40%
30%
20% 9%
10%
0%
Cola Citric Fruit flavoured
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Table- VIII
Coke 51 51%
Pepsi 47 47%
Others 02 02%
Total 100 100%
Analytical Interpretation:-
The graph & table gives the information regarding the available the
that 51% of respondent found the Coke brands of cold drink highly available
while 47% of respondent said that they found Pepsi brand as highly available and
only 02% of respondent said that they found other brand like Frooti or others
2%
Coke
Graph
47% VIII 51%
Pepsi
Availability in College Canteen/Locality/Colony
Others
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Table-IX
Coke 75 75%
Pepsi 25 25%
Total 100 100%
Analytical Interpretation:
The given table and diagram gives the idea of the respondent opinion
regarding the Cola flavour drink. It was found that the 75% of respondent likes
the Coke and the only 25% respondent likes the Pepsi flavour.
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(ii) In Citric flavoured?
Analytical Interpretation:
The given table and Diagram gives the idea of the respondent opinion
regarding the citric flavour drink. It was found that the 41% of respondent likes
the Mountain Dew, 30% of respondent likes the 7 UP and the only 29% of
respondent likes the Sprit in Citric flavoured. The consumers of Mountain Dew
say that it has a better and genuine taste than the Sprit flavoured of Coke.
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Brands No of Respondent Percentage (%)
Miranda Orange 64 64%
Fanta 28 28%
Others 08 08%
Total 100 100%
Analytical Interpretations:
The above given table and chart show the opinion of the respondent
regarding Orange flavour. It was found that the 28% of respondent likes fanta of
COKE brand, 64% of respondent likes the miranda of the PEPSI brand and 8%
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Others 41 41%
Total 100 100%
Analytical Interpretations:
The above shown table and chart gives the view regarding the opinion of
respondent about the Mango flavour. It was found that the 41% of respondent
likes Frooti, 37% of respondent like Mazza of Coke and only 22% of respondent
likes the Slice of Pepsi brand. One of the greatest advantages with Frooti is that
it comes in tetra pack which is a one way pack. People find it convenient to take
it home for consumption. Even coke and Pepsi have introduced tetra pack in the
Mango drink recently but it will definitely take some time take away market from
the market leader. Also Frooti is a well established brand has available in tetra
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Graph IX
25%
46%
Thumps up
Coke
29%
Pepsi
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Graph IX
29%
41%
Sprite
Mountain
Dew
Mountain Dew
30% Sprit
7`Up
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Graph IX
8%
28%
Fanta
Miranda
Orange
64% Miranda Orange
Fanta
Others
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Graph IX
IN MANGO FLAVOUR?
37%
41%
Mazza
Slice
22% Others
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Table-X
Analytical Interpretations:
The graph & table above say that why the respondent like their favoured
brand. It was found that 38% of respondent likes his brand because of brand
and only 16% of advertisement. Brand image refer to the perception of the
customers regarding the choice of a particular brand. It comes with the kind of
advertisement brought by the company. Blend over here refers to the taste of the
flavour demanded.
38%
40%
35%
26%
30%
20%
25%
16%
(IV)
20% Graph X
15%
Cause of Choosing Brand
10%
5%
0%
Blend Brand Image Availability Advertisement
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Table-XI
Coke 52 52%
Pepsi 48 48%
Total 100 100%
Analytical Interpretations:
The given chart shows that the respondent about the most appealing
brand advertisement. It was found that the 52% of respondent says that Coke
most appealing one. The advertisement of Coke features Bollywood star like
Aishyarwa Rai, Hritik Roshan, Karishma Kapoor and Amir Khan who are highly
acceptable by the public. The advertisement of Coke featuring Amir Khan with a
punch line
“Thanda Matlab…………….Coca-Cola”
It was a super hit which took Coke not only to the rural markets but also
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Graph XI
48%
Coke
52%
Pepsi
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Table-XII
Analytical Interpretations:
The chart shows the opinion regarding the most effective punch line in
respondent view. It was found that 68% of respondent feel that Coke punch line
is most effective, 32% of respondent feels Pepsi ‘Punch line is most effective,
Major no. of people thinks that the most effective punch line is ‘Thanda
40% 32%
30%
35%
30%
25%
20%
Table XII
15%
Most appealing Brand Punch Line
10%
5%
0%
Coke Pepsi Thumps up
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Table- XIII
Yes 40 40%
No 32 32%
Can’t say 28 28%
Total 100 100%
Analytical Interpretations:
The group & table show that the people like the product of it promoted by
a celebrity. It was found that 40% of respondent said that they the product
position to say anything. In India people have a great craze for their favorite
celebrities’ They have a lot of love for their favorite celebrities they want to imitate
Graph XIII
99
28%
40%
Yes
No
32%
Can’t say
100
Table XIV
Yes 64 64%
No 22 22%
Can`t Say 14 14%
Total 100 100%
Analytical Interpretations:
The given table & diagram shows that how effective the companies facility
the consumer. It was found 64% of respondent says yes. 22% of respondent
says No and 14% respondent can’t say anything. India is a mass market for the
consumer product but at the same time it is also a very “Price Sensitive” Market.
Since soft drink is a consumer product, the price has a great influence on the
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Table XIV
14%
Yes
22%
64% No
Can`t Say
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FINDINGS AND ANALYSIS
SWOT ANALYSIS
STRENGTH:
relationship.
WEAKNESS:
Rising No. of date dealers that will wrong effect in market condition.
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OPPORTUNITY:
THREATS:
Pepsi is the major competitors, that means watch myopia in the market
every time.
Pepsi have captured major market of 500 ml, 1.5 & 2 lt.
Retailers divert to pepsi because they are getting good schemes and
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FIELD EXPERIENCE
The success of any survey depends upon the quality and integrity of the surveyor
who collect the basic data by expressing the subject under the study and on the
respondents who provides the data required by filling up the questionnaire .The
accuracy of the data collected solely depends upon the cooperation and
Keeping this in mind i have tried my best to collect the reliable data. During this
process I came across a Variety of experiences some interesting and some bitter
one’s.
After knowing the utility of the survey some of the respondents filled up the
questionnaire sincerely whereas some of the other were not interested in it . How
ever, most of respondents were friendly and cooperative and willingly filled up the
Barring few exceptions I had a pleasant time with respondents. I hope that the
I got the opportunity to interact with different people of different areas in Barilley
City
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SUGGESTIONS&RECOMMENDATIONS
Doing a survey on consumers market provided a lot of insight into the dynamics
of the market place and with it valuable insights were also gained into the psyche
1. SUPPLY
The demand of Thums up & Maaza far exceed the supply especially in case of
200ml and pet bottles. Few shop owners’ clamed that many a times no supply is
Sometimes the delivery vans of Coca-Cola starts late from the distribution point
and that of rivals reach early .so eateries, which generally serve soft drinks in the
glass, buy the soft drinks from the delivery van which arrives first.
concept of broken bottles. When dealing with the shop and the eatery owners
All flavors and all size of bottles are kindly available in the market.
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2. COMPANY REPRESENTATION
repeatedly.
The Company must ensure that the representatives do visit an outlet at least
The Company easily influenced many eatery owners, which provide them with
better facilities. There was a tendency to push the product of the Company which
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CONCLUSION
From this summer training and project titled "Merchandising and route
productivity" in Coca-Cola, I have learned a lot about real practical work being
done in the market I have also watched & learned the practical applicability of the
industry the report was finds out the availability of different flavor and packs.
the, segment of the product because each segment is affected by different sets
of factor which hamper or enhance sales. Each segment had its own Pros &
Cons. So we have to understand the various segment of soft drink industry that
which flavor is existing more in the market, Such as Thums-up strong brand of
coke which is more popular in young generation. I also observe about fate
dealer, sub dealer, monopoly counter & its marketing strategy. Such as fate
dealer is influence wrong direction to the market. They are supply product at high
As we know till now since ill soft drink industry the concept of brand loyalty is not
to have a good report with the retailers why supply them regularly and provide
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LIMITATION OF RESEARCH
1.The area of study is limited to the merchandising and route productivity aspects
of the system, while the marketing has other crucial areas too which were left
uncharted
3. The time period allotted for the study was only of two months, which may
4. The study was based on both primary and secondary data but the relevance of
5. The success of any survey depends upon the quality and integrity of the
surveyor who collect the basic data by expressing the subject under the study
and on the respondents who provides the data required by filling up the
questionnaire .The accuracy of the data collected solely depends upon the
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QUESTIONNAIRE
2. Address: - …………………………
3. Age group: -
1. Educational Background
(b) Intermediate
(c) Graduation
9. Do you give importance to brand name while choosing your cold drink?
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(a) Coke (b) Pepsi (c) Both
(d) Others
11. You like the particular brand of cold drink because of?
(d) Chilled
canteen/colony/locality?
Others.
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16. Why do you like your brand?
(d) Advertisement
20. Do you think that the pricing strategy adopted by the cola companies
……………………………………………………………………………………………
…………………………………………………………...
……………………………………………………………………………….......
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Thank You,
Signature
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BIBLIOGRAPHY
edition.
2003.
<http://www.coca-cola.com>
www.distributing-company.com.
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