“MARKET SHARE AND BRAND AVAILABILITY

OF COCA COLA’’

SUBMITTED BY-
PULKIT CHAWLA
A7001909112
MBA-GEN
MARKETING and FINANCE

UNDER THE GUIDANCE OF

INDUSTRY GUIDE FACULTY GUIDE

MR. VYOM SRIVASTAVA MS. NIMISHA KULSHRESHTHA,

RTM MANAGER, FACULTY,

ADVANCE SALES AND ABS, Lucknow.

SERVICES PVT LTD.

SUMMER INTERNSHIP REPORT IN PARTIAL FULFILLMENT OF THE

AWARD OF FULL TIME MASTERS IN BUSINESS ADMINISTRATION (2009-
11)

AMITY BUSINESS SCHOOL

AMITY UNIVERSITY, UTTAR PRADESH, LUCKNOW

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 STUDENT’S DECLARATION

Certified that this report is prepared based on the summer internship project

undertaken by me in COCA COLA INDIA from 3rd May 2010 to 27th

May 2010, under the able guidance of Ms. Nimisha Kulshreshtha in

partial fulfillment of the requirement for award of degree of Master of

Business Administration (MBA-G) from Amity University, Uttar Pradesh.

Date:

Signature Signature Signature

Pulkit Chawla Ms Nimisha Kulshreshtha Professor R. P. Singh

Student Faculty Guide Course Director

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 FACULTY CERTIFICATE

Forwarded here with a summer internship report on “Market share and Brand

Availability of Coca Cola” submitted by PULKIT CHAWLA Enrollment NO.

A7001909112, student of MBA (G) 3rd Semester (2009-2011).

This project work is partial fulfillment of the requirement for the degree of Master

in Business Administration from Amity University Lucknow Campus, Uttar

Pradesh.

Ms. NIMISHA KULSHRESHTHA

AMITY UNIVERSITY,

LUCKNOW CAMPUS

UTTAR PRADESH

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TABLE OF CONTENTS
ACKNOWLEDGEMENT Pg. 5
EXECUTIVE SUMMARY 6
OBJECTIVE Primary Objectives 7
S
Secondary Objectives 7

INTRODUCTION
A Brief Insight: The FMCG Industry In India 8-9
TO FMCG
INDUSTRY
Categories Of FMCG Sector 10

INTRODUCTION A Brief Insight: The Beverage Industry In India 11-12

TO BEVERAGE
INDUSTRY

COMPANY Muhtar Kent, Chairman and CEO 13-14

PROFILE -COCA
COLA

MISSION 15
VISION 15-16

WINNING CULTURE 16
ABOUT VALUES 17
THE
FOCUS ON THE MARKET 18
COMPANY
WORK SMART 18
ACT LIKE OWNERS 18
BE THE BRAND 18
HISTORY OF
COCA COLA History 19
Evolution Of Coca Cola 20-30

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 Mr. Atul Singh, President and CEO 31
Coca Cola Brings Back The Fizz To The India 32
A Healthy Growth To The Indian Economy 33
A Pure Committment To The Indian Economy 33
COCA Creating Enormous Job Opportunities 33-34
COLA Manufacturing Plant Product Process 35
Product Line 36-38
INDIA Brands Tagline And Ambassdors 39-40
Competitors 41-42
ADVANCE Organization Structure 43
SALES Distribution Routes 44
AND Types Of Outlets 45
SERVICES Chain Followed From Manufacturer To Distribution 46
PVT. LTD. Packaging Details 47
MARKETING USP 48
STRATEGIES Schemes 48
OF COCA
COLA Various Taglines 49-51

SWOT ANALYSIS 52

QUALITY 53

CUSTOMER SERVICE OVERVIEW 54

DID YOU KNOW? 55

RESEARCH Research Objectives 56

METHODO Research Design 56
Data Collection 57
LOGY Sampling Design 58
DATA ANALYSIS AND FINDINGS 59-68
LIMITATIONS 69
SUGGESTIONS 70
BIBLIOGRAPHY 71
ANNEXURE QUESTIONAIRE 72-73
CV 74

LIST OF FIGURES
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Figure 1
• Comparison Between Sensex and BSE FMCG Sector

Figure 2
• Segmentation Of Beverage Industry

Figure 3
• Evolution Of Coca Cola

Figure 4
• Location Of COBO, FOBO and Contract Packaging in India

Figure 5
• Organization Structure of Advance Sales and Services Pvt. Ltd.

Figure 6
• SWOT Analysis

GRAPHS

Figure 7
• Which brand do you sell?

Figure 8
• Product Comparison of Coke and Pepsi brands available in RGB and PET bottles

Figure 8.1
• In Black Flavor

Figure 8.2
• In Orange Flavour

Figure 8.3
• In White Flavor

Figure 8.4
• In Mango Flavor

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Figure 9
• Brands preferred by Customers

Figure 10
• You are having Visi Cooler of which Company?

Figure 11
• Purity of Visi Cooler is maintained or not

Figure 12
• Market Share

Figure 13
• Are you satisfied with the distribution network?

Figure 14
• Are you aware of all the day to day schemes provided by the
company?
Figure 15
• Which company's Advertisement and Publicity level is high in
your opinion?
Figure 16
• Daily Sales in Cases

Figure 17
• Coca Cola should improve upon

Figure 18
• How would you rate Coca Cola?

ACKNOWLEDGEMENT

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I am grateful to the management of Coca-Cola India (ADVANCE
SALES AND SERVICES Pvt. Ltd.), for providing me an opportunity to
work as a management trainee and helping me to learn about the
market products and consumer perception about beverage products
of Coca-Cola.
I am sincerely thankful to my Industry Guide Mr. Vyom Srivastava
(RTM Manager), Mr. Lalit Saxena (ASM), Mr. Rishad Rizvi
(Director, VITAL) and Mr. Z. Ansari (Sales Executive, VITAL)
under their guidance I have successfully completed this project. I
thank them for their consent, encouragement, and warm response
and for filling every gap with valuable ideas that has made this
project successful.
My heartfelt gratitude also goes out to the staff and employees at
Advance Sales and Services Pvt. Ltd. for having co-operated with me
and guided me throughout the two months of my internship period.
I am also grateful to my faculty guide at Amity University, Lucknow
i.e. Ms. Nimisha Kulshreshtha (Faculty, ABS) for her regular
guidance, support and encouragement throughout my project work.

EXECUTIVE SUMMARY
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Coca Cola has come along way since its beginnings, from selling nine bottles a day to currently
over 800 million.

In this project, we perform a comprehensive audit of Coca-Cola's marketing program and

recommendations developed for future marketing plans. We provide recommendations for Coca-
Cola's marketing efforts as well as product line enhancements, as Coca-Cola faces stiff
competition and changing consumer tastes. These recommendations include:

♣ Pursuing a multi-pronged marketing strategy

♣ Quality of the products should be improved and the ingredients of the products should be
mentioned on the products so that the consumers might be aware of the products they are
consuming
♣ The company must try to make different brands of Coca-Cola available at every retail
outlet whether it is large or small, otherwise the consumer may go for substitute.
♣ Diversify offerings outside the non-alcoholic beverage market, leveraging the vast
distribution network.

The main objective of this study lies in understanding the organization. This project is based on
information collected from primary and secondary sources. After the detailed study, an attempt
has been made to present comprehensive analysis of Coca cola. For the study we have taken a
sample size of 580 respondents pose non probability sampling technique

This work is carried out through self-administered questionnaires. The questions included were
opening ended, dichotomous and offered multiple choices.

The findings of the activity have been drawn out in form of graphs and suggestions have been
offered there from.

OBJECTIVES

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The main object of this project is to comprehensively analyze the distribution of Coca-Cola and
its strength in market against its rival Pepsi and also aware the shopkeeper about the sale and
display of the Coke’s brand like Thums-up, Maaza etc.

•To find out brand availaibility and market share of Coca Cola
•To study the marketing strategies followed by Coca Cola.
PRIMARY •To find out any kind of misrepresentation being done by
salesmen or by distributors related to daily sales by making
OBJECTIVE out their own personal benefits from the discounting system.
•To make proposals to minimize the revenue leakages and
this will help the company in saving its funds.

•To study the discounting policies of the company.

SECONDARY •To know about the different pack sizes being sold by the
company.
OBJECTIVES •To find out the outlets where the company is offering high
discounts.

INTRODUCTION TO FMCG INDUSTRY

A BRIEF INSIGHT- THE FMCG INDUSTRY IN INDIA

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Fast Moving Consumer Goods (FMCG) goods are popularly
named as consumer packaged goods.
Items in this category include all consumables
( other than groceries/pulses) people buy at regular
intervals. The most common in the list are toilet
soaps, detergents, shampoos, toothpaste, shaving
products, shoe polish, packaged foodstuff, household
accessories and extends to certain electronic goods.
These items are meant for daily of frequent consumption and have a high return.
The Indian FMCG sector is an important contributor to the country’s GDP. The FMCG sector is
the fourth largest sector of Indian economy.
The FMCG market is estimated to treble from its current
figure in the coming decade.
The Indian FMCG sector is the fourth largest sector in the
economy with a total market size in excess of $13.1 billion.
It has a strong MNC presence and is characterized by a well
established distribution network, intense competition
between the organized and unorganized segments and low
operational cost. Availability of key raw materials, cheaper
labor costs and presence across the entire value chain gives
India a competitive advantage. The FMCG market is set to
treble from $11.6 billion in 2003 to $33.4 billion in 2015.
Penetration level as well as per capita consumption in most
product categories like jams, toothpaste, skin care, hair wash
etc. in India is low indicating the untapped market potential.
Burgeoning Indian population, particularly the middle class
and the rural segments, presents an opportunity to makers of
branded products to convert consumers to branded products.
Growth is also likely to come from consumer 'upgrading' in
the matured product categories. With 200 million people
expected to shift to processed and packaged food by 2010,
India needs around $28 billion of investment in the food-
processing industry.
In this year when almost all the stocks have been tumbled
heavily on the Dalal Street, the one sector which completely
outperformed the market is FMCG. During last 52 weeks the
SENSEX has lost by around 53%, while BSE FMCG has just lost
by below 10%.
Sensex witnessed strong bull market journey with almost 7 fold gains from 3000 in 2003 to 21000
in 2008, the FMCG did not match the Index equivalently but managed to follow the trend by
almost 3.5 times gain for the same period. Now in a bear market scenario, the FMCG is bucking
the trend which is a big sign of relief for investors. Hence we believe FMCG is strong and
defensive sector and one should consider this sector for his portfolio and allocate some portion
for it.

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 FIGURE 1

HLL led the way in revolutionizing the product, market, distribution and service formats of the
FMCG industry by focusing on rural markets, direct distribution, creating new product,
distribution and service formats. The FMCG sector also received a boost by government led
initiatives in the 2003 budget such as the setting up of excise free zones in various parts of the
country that witnessed firms moving away from outsourcing to manufacturing by investing in the
zones.
Though the absolute profit made on FMCG products is relatively small, they generally sell in
large numbers and so the cumulative profit on such products can be large. Unlike some industries,
such as automobiles, computers, and airlines, FMCG does not suffer from mass layoffs every time
the economy starts to dip. A person may put off buying a car but he will not put off having his
dinner.
Unlike other economy sectors, FMCG share float in a steady manner irrespective of global market
dip, because they generally satisfy rather fundamental, as opposed to luxurious needs. The FMCG
sector, which is growing at the rate of 9% is the fourth largest sector in the Indian Economy and is
worth Rs.93000 crores. The main contributor, making up 32% of the sector, is the South Indian
region. It is predicted that in the year 2010, the FMCG sector will be worth Rs.143000 crores. The
sector being one of the biggest sectors of the Indian Economy provides up to 4 million jobs.
(Source: HCCBPL, Monthly Circular, March)

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The FMCG sector consists of the following categories:

PERSONAL HOUSEHOLD BRANDED AND SPIRITS AND

CARE CARE PACKAGED TOBACCO
• Oral care, Hair • Fabric wash FOODS AND • The major
care, Wash (Laundry soaps BEVERAGES players being;
(Soaps), and synthetic • Health ITC, Godfrey,
Cosmetics and detergents), beverages, Soft
Toiletries, Household Philips and UB
drinks,
Deodorants and cleaners Staples/Cereals,
Perfumes, Paper (Dish/Utensil/Flo Bakery products
products or/Toilet (Biscuits,
(Tissues, Diapers, cleaners), Air Breads,Cakes),
Sanitary fresheners, Snack foods,
products) and Insecticides and Chocolates, Ice-
Shoe care;. Mosquito creams, Tea,
• The major repellants, Metal Coffee,
players being; polish and Processed fruits,
Hindustan Lever Furniture polish. Processed
Limited, Godrej • The major vegetables,
Soaps, Colgate, players being; Processed meat,
Marico, Dabur Hindustan Lever Branded flour,
and Procter & Limited, Nirma Bottled water,
Gamble. and Ricket Branded rice,
Colman. Branded sugar,
Juices.
•The major players
being; Hindustan
Lever Limited,
Nestle, Coca-Cola,
Cadbury, Pepsi and
Dabur.

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BEVERAGE INDUSTRY IN INDIA: A BRIEF
INSIGHT
Since the early 1990’s Coca-Cola Corporation and PepsiCo have been combating on what is
known as the “Beverage Battlefield” in India. Today India is one of the most sought after
countries for foreign investments because of their continually growing market opportunities.
However during Coca-Cola and Pepsi’s attempts to broaden their global consumer bases both
companies encountered several obstructions on their pursuits of conquering the Indian soft drink
market.

The Indian Beverage Market

India’s one billion people, growing middle class,
and low per capita consumption of soft drinks
made it a highly contested prize in the global
CSD market in the early twenty-first century.
Ten percent of the country’s population lived in
urban areas or large cities and drank ten bottles
of soda per year while the vast remainder lived
in rural areas, villages, and small towns where
annual per capita consumption was less than
four bottles. Coke and
Pepsi dominated the market and together had
a consolidated market share above 95%. While
soft drinks were once considered products only
for the affluent, by 2003 91% of sales were made
to the lower, middle and upper middle classes.
Soft drink sales in India grew 76% between 1998
and 2002, from 5,670 million bottles to over 10,000
million and were expected to grow at least 10% per
year through 2012.28 In spite of this growth, annual
per capita consumption was only 6 bottles versus 17
in Pakistan, 73 in Thailand, 173 in the Philippines and
800 in the United States.
With its large population and low consumption, the rural market represented a significant
opportunity for penetration and a critical battleground for market dominance. In 2001,
Coca-Cola recognized that to compete with traditional refreshments including lemon water, green
coconut water, fruit juices, tea, and lassi, competitive pricing was essential. In response, Coke
launched a smaller bottle priced at almost 50% of the traditional package.
The beverage industry is vast and there various ways of segmenting it, so as to cater the right
product to the right person.

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The different ways of segmenting it are as follows:
♣ Alcoholic, non-alcoholic and sports beverages
♣ Natural and Synthetic beverages
♣ In-home consumption and out of home on premises consumption.
♣ Age wise segmentation i.e. beverages for kids, for adults and for senior citizens
♣ Segmentation based on the amount of consumption i.e. high levels of consumption and
low levels of consumption.

BEVERAGES

ALCOHOLIC NON-ALCOHOLIC

NON-
CARBONATED
CARBONATED

COLA NON-COLA

FIGURE 2
NON-COLA

If the behavioral patterns of consumers in India are closely noticed, it could be observed that
consumers perceive beverages in two different ways i.e. beverages are a luxury and that beverages
have to be consumed occasionally. These two perceptions are the biggest challenges faced by the
beverage industry. In order to leverage the beverage industry, it is important to address this issue
so as to encourage regular consumption as well as and to make the industry more affordable.
Four strong strategic elements to increase consumption of the products of the beverage industry in
India are:
♣ The quality and the consistency of beverages needs to be enhanced so that consumers are
satisfied and they enjoy consuming beverages.
♣ The credibility and trust needs to be built so that there is a very strong and safe feeling that
the consumers have while consuming the beverages.
♣ Consumer education is a must to bring out benefits of beverage consumption whether in
terms of health, taste, relaxation, stimulation, refreshment, well-being or prestige relevant
to the category.
♣ Communication should be relevant and trendy so that consumers are able to find an appeal
to go out, purchase and consumer.
The beverage market has still to achieve greater penetration and also a wider spread of
distribution. It is important to look at the entire beverage market, as a big opportunity, for brand
and sales growth in turn to add up to the overall growth of the food and beverage industry in the
economy.

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COMPANY PROFILE
“We sell moments of pleasure, cents at a time, 1.6 billion servings every day, and we feel that
there is tremendous continued opportunity both today and tomorrow. In the coming decade, as a
billion new consumers enter into the middle class around the world, we see great opportunity for
our per capita consumption to continue rising. And we firmly believe that our Coca-Cola system
is ideally and uniquely positioned to capture this opportunity and achieve the goals of our 2020
Vision.”
Muhtar Kent Chairman and Chief Executive Officer, Coca Cola Company.

Muhtar Kent (born in 1952), is a Turkish

American businessman, who is currently Chairman
and Chief Executive Officer (CEO) of The Coca-
Cola Company. He was appointed to assume the
position of Chief Operating Officer of the Company
in 2008.

Muhtar Kent found a job at The Coca-Cola

Company through a newspaper ad. He toured the
country in trucks to sell Coca-Cola, and thereby
learned its distribution, marketing and logistics
systems.

In 1985, he was promoted to the general manager position of Coca-Cola Turkey and Central Asia,
and transferred the headquarters of the company from Izmir to Istanbul. Three years later, he was
appointed vice president of Coca-Cola International, responsible for 23 countries in a region from
the Alps to the Himalayas. Living in Vienna, Austria, he served at this post until 1995.

From 1989 to 1995, he served as president of the Company’s East Central Europe Division during
which he was responsible for 23 countries.

Promoted further, Muhtar Kent became in 1995 managing director of Coca-Cola Amatil-Europe.
In two years, he increased the turnover of the company about 50%, which covered bottling
operations in 12 European countries.

In 1999, he left the Coca-Cola Company after 20 years of service. Returning to Turkey, Muhtar
Kent assumed the post of top executive of Efes Beverage Group at Anadolu Group, the largest
local shareholder of the Coca-Cola franchise in Turkey and one of Europe's largest international
beverage businesses. He extended the company's territory from the Adriatic to China.

In May 2005, he rejoined Coca-Cola after almost 6 years and was appointed president and chief
operating officer of the company’s North Asia, Eurasia and Middle East Group, a position
reporting directly to chairman and chief executive officer Neville Isdell. Muhtar Kent's rise
continued and he was promoted in January 2006, the newly-created position of president of
International Operations. In this capacity, he was responsible for all operations outside of North
America, and all group presidents outside of North America reported to him.
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His successful career took him finally to the summit of the Coca-
Cola Company, which named him chairman and chief executive
officer, effective July 1, 2008.

He currently serves on the board of directors of the National

Committee on United States-China Relations.

While CEO of Coca-Cola in 2008, Muhtar Kent's earnings totaled

$19,628,585, which included a base salary of $1,100,000, a cash
bonus of $4,500,000, stocks granted of $2,999,975, and options
granted of $10,280,428

One of the Coca-Cola Company's

headquarters buildings in Atlanta

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ABOUT THE COMPANY
MISSION
Coca Cola Roadmap starts with their mission, which is enduring. It declares our 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
“The world is changing all around us. To ensure our business will continue to thrive over the next
10 years and beyond, we are looking ahead to understand the trends and forces that will shape our
industry in the future. Our 2020 Vision creates a long-term destination for our business. It
provides us with business goals that outline what we need to accomplish with our global bottling
partners in order to continue winning in the marketplace and achieving sustainable, quality
growth. For each goal, we have a set of guiding principles and strategies for winning throughout
the entire Coca-Cola system.”

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 PEOPLE

Foster open work environments as diverse as the markets we

serve, where people deliver superior results.

PARTNERS

Nurture a winning network of customers and suppliers with

whom we create mutual, enduring value.

PROFIT

Maximize long-term return to shareowners while being

mindful of our overall fiscal responsibilities.

PORTFOLIO

Bring to the world quality beverage brands that

anticipate and satisfy people’s desires and needs.

PLANET

Be a responsible citizen that makes a differenceby

helping build and support sustainable communities.

PRODUCTIVITY

Be a highly effective, lean and fast-moving organization

that considers efficiency in everything we do.

Our Winning Culture

Our Winning Culture defines the attitudes and behaviors that will be required of us to make our
2020 Vision a reality.

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Live Our Values
Our 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 brand

QUALITY
• What we do, we do well

Focus on the Market

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 • Focus on needs of our consumers, customers and franchise partners
• Get out into the market and listen, observe and learn
• Possess a world view
• 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 didn’t

Be the Brand
• Inspire creativity, passion, optimism and fun

History of Coca Cola

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 Coca-Cola was invented by Doctor John Pemberton a pharmacist from
Atlanta Georgia in May of 1886. John Pemberton concocted the Coca Cola formula in a three
legged brass kettle; all this was done in his backyard. The name Coca Cola was actually given to
John Pemberton by his bookkeeper Frank Robinson.
Frank Robinson had excellent penmanship. He first scripted "Coca Cola" into the flowing letters
which has become the famous logo we know and love today.
The soft drink was first sold to the public at the soda fountain in Jacob's Pharmacy in Atlanta on
May 8, 1886. About nine servings of the soft drink were sold each day. Sales for that first year
added up to a total of about $50. The funny thing was that it cost John Pemberton over $70 in
expanses, so the first year of sales were a loss. Until 1905, the soft drink, marketed as a tonic,
contained extracts of cocaine as well as the caffeine-rich kola nut.
In 1887, another Atlanta pharmacist and
businessman, Asa Candler bought the formula for
Coca Cola from inventor John Pemberton for
$2,300.
By the late 1890s, Coca Cola was one of America's
popular fountain drinks; Candler's aggressive
marketing of the product takes credit for that.
With Asa Candler, now at the helm, the Coca Cola
Company increased syrup sales by over 4000%
between 1890 and 1900. Advertising was an
important factor in John Pemberton and Asa
Candler's success and by the turn of the century, the
drink was sold across the United States and Canada.
Coca Cola began selling syrup to independent
bottling companies licensed to sell the drink. Still
today, the US soft drink industry is organized on this
principle.

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Evolution of Coca Cola

1886-1892 -
Atlanta
Beginnings

1893-1904 -
Beyond Atlanta

1905- 1918 -
Safeguarding The
Brand

1919-1940 - The
Woodruff Legacy

1941-1959 - The
War and its
Legacy

1960-1981- A
World of
Customers

1982-1989 - Diet
Coke and New
Coke

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 FIGURE 3

1990-1999 -
New markets
and brands

2000 and Now -

Coca Cola now

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 • ATLANTA BEGINNINGS
1886-1892

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. emberton'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.
COCA COLA
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
1893-1904

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.

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 • SAFEGUARDING THE
1905-1918 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 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.

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 • THE WOODRUFF
1919-1940 LEGACY

Coca cola enjoyed in 53 countries world wide.

It introduced 6 packs.
In 1925 6000000 drinks per day.
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.
Woodruff pushed development and distribution
of the sixpack, 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.

28 | P a g e
 • The War And Its Legacy
1941-1959

Coca cola enjoyed in 120 countries world wide. Introducing Coke. In 1961 Sprite is introduced.
1963 Tab Company’s first diet soft drink is introduced 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. Woodruff’s 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 his imagery of its advertising --
happy couples at the drive-in, carefree moms driving big yellow convertibles -- reflected the
spirit of the times.

29 | P a g e
 • A WORLD OF
1960-1981 CUSTOMERS

Coca cola enjoyed in 163 countries world wide. It introduced can in 1960. In 1981
Roberto c. Goizueta became chairman and CEO of the coca cola company 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, 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.

30 | P a g e
 • DIET COKE AND
1982-1989 NEW COKE

Coca cola enjoyed in 165 countries world wide. In 1982

diet coke is introduced.
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 lowcalorie 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.

31 | P a g e
 • NEW MARKETS
1990-1999 AND BRAND

In 1993 pet bottles are introduced. Coca cola enjoyed in 200 countries world wide. 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.

32 | P a g e
2000 And • COCA COLA AND
Now NOW

In 1886, Coca-Cola® brought refreshment to patrons of a small

Atlanta pharmacy. Nowwell into its second century, the
Company's goal is to provide magic every time someone drinks
one of its more than 400 brands. Coca-Cola has fans from Boston
to Budapest to Bahrain, drinking brands such as Ambasa,
Vegitabeta and Frescolita. In the remotest comers 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 world’s most ubiquitous brand, with more than
1.4 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.

33 | P a g e
 Mr. Atul Singh
President &
CEO, Coca-
Cola India

Atul Singh took over as the President & CEO, Coca-Cola India from 1st September 2005. Atul,
holds a MBA degree from Texas Christian University. Prior to this assignment, Atul Singh was
the President of East, Central & South (ECS) China Division in January 2005. Prior to joining
Coca-Cola, Atul worked for the Colgate Palmolive Company for 10 years and held several roles
including Country General Manager, Nigeria (1995-1998), CFO then General Manager, Romania
(1992-1995) and Finance Manager, USA Body Care (1990-1992), Prior to Colgate, Atul worked
as an Auditor with Price Waterhouse in New York.

34 | P a g e
Coca-Cola, the corporation nourishing the global community with the world’s 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 nation’s top soft-drink brand and bottling network. It’s no wonder our brands have assumed
an iconic status in the minds of the world’s consumers.

Coca-Cola re-entered the Indian market on 26th October 1993 after a gap of 16 years, with its
launch in Agra. An agreement with the Parle Group gave the Company instant ownership of the
top soft drink brands of the nation. With access to 53 of Parle’s plants and a well set bottling
network, an excellent base for rapid introduction of the Company’s International brands was
formed. The Coca-Cola Company acquired soft drink brands like Thumps Up, Goldspot, Limca,
Maaza, which were floated by Parle, as these products had achieved a strong consumer base and
formed a strong brand image in Indian market during the re-entry of Coca-Cola in 1993.Thus
these products became a part of range of products of the Coca-Cola Company.

In the new liberalized and deregulated environment in 1993, Coca-Cola made its re-entry into
India through its 100% owned subsidiary, HCCBPL, the Indian bottling arm of the Coca-Cola
Company. However, this was based on numerous commitments and stipulations which the
Company agreed to implement in due course. One such major commitment was that, the
Hindustan Coca-Cola Holdings would divest 49% of its shareholding in favor of resident
shareholders by June 2002.

35 | P a g e
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 country’s 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 country’s 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.

Coca-Cola is made up of 7000 local employees, 500 managers, over 60 manufacturing locations,
27 Company Owned Bottling Operations (COBO), 17 Franchisee Owned Bottling
Operations (FOBO) and a network of 29 Contract Packers that facilitate the manufacture
process of a range of products for the company. It also has a supporting distribution network
consisting of 700,000 retail outlets and 8000 distributors. Almost all goods and services required
to cater to the Indian market are made locally, with help of technology and skills within the
Company. The complexity of the Indian market is reflected in the distribution fleet which
includes different modes of distribution, from 10-tonne trucks to open-bay three wheelers that can
navigate through narrow alleyways of Indian cities and trademarked tricycles and pushcarts.

“Think local, act local”, is the mantra that Coca-Cola follows, with punch lines like “Life ho to
aisi” for Urban India and “Thanda Matlab Coca-Cola” for Rural India. This resulted in a 37%
growth rate in rural India visa-vie 24% growth seen in urban India.

On the distribution front, 10-tonne trucks – open bay three-wheelers that can navigate the narrow
alleyways of Indian cities – constantly keep our brands available in every nook and corner of the
country’s remotest areas.

36 | P a g e
 RED - COBO
YELLOW - FOBO
PURPLE -
CONTRACT
FIGURE 4 PACKAGING

LOCATIONS OF COBO, FOBO & CONTRACT PACKAGING IN INDIA

37 | P a g e
Manufacturing Plant Product Process

Warehousing and
delivery

Packaging

Inspection

Coding

Labeling

Capping

Filling

Mixing and Blending

Washing and
Rinsing

Ingredient Delivery

38 | P a g e
Product line
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 products or new ways to bottle or pack the
existing drinks. The Coca-Cola Company has a wide range of products out of which the
following products are marketed:-

In the Cola Section:

Coca-Cola is the most Diet Coke was born in Originally introduced

popular and biggest- 1982 and quickly in 1977, thums up was
selling soft drink in became the No. 1 acquired by the coca
history, as well as the sugar-free drink in cola company in 1993.
best-known product in diet-conscious Thums up, is, known
the world. America. Known as for strong, fizzy taste
Coca-Cola light in and its confident,
some countries, it's mature and uniquely
now the No. 3 soft masculine attitude.
drink in the world. Diet This brand clearly
Coke is the drink for seeks to separate the
people who want no man from the boys.
calories, but plenty of
taste.

39 | P a g e
In the Lemon Section

Introduced in 1961, Sprite is the world's This thirst-quenching beverage features a

leading lemon-lime flavored soft drink. Sprite
is sold in more than 190 countries and ranks
as the No. 4 soft drink worldwide, with a
strong appeal to young people.
Millions of people enjoy Sprite because of its
crisp, clean taste that really quenches your
thirst. But Sprite also has an honest,
straightforward attitude that sets it apart
from other soft drinks. Sprite encourages you
to be true to who you are and to obey your
thirst.
fresh, light lemon-lime taste and fun-loving
attitude.
It's a home-grown, national treasure in India,
where it was acquired by The Coca-Cola
Company in 1993.
Limca continues to build a loyal following
among young adults who love the
lighthearted way it complements the best
moments of their lives.

In the Orange & Apple section:

Available in Europe since the 1940s, Fanta was

introduced in the United States in 1960.
Consumers around the world, particularly
teens, fondly associate Fanta with happiness
and special times with friends and family. This
positive imagery is driven by the brand's fun,
playful personality, which goes hand in hand
with its bright color, bold fruit taste and tingly
carbonation.

40 | P a g e
 With the real fruit taste
kids love, plus added
calcium, Maaza's tagline,
"Yaari-Dosti Taaza
Maaza," means
"friendship moments with

In the mango section:

fresh Maaza" in Hindi.

Minute Maid has been making orange juice

for over 50 years, and has a heritage of
innovation, quality and nutrition. Minute
Maid has the longest history of marketing
orange juice with calcium, and was the first
to nationally launch orange juice with
calcium plus vitamin D, low acid orange
juice, orange juice with vitamins C and E
plus Zinc, and orange juice with naturally
sourced plant sterols.

In the juice and Nimbu section

Kinley is a high quality bottled

water processed with added
minerals popular among adults
who seek a better quality of life
and a healthy lifestyle.
In the soda water and Bottled Mineral Water
section

41 | P a g e
BRANDS TAGLINE and AMBASSDORS
COCA COLA – Aamir Khan

OPEN HAPPINESS

THUMPS UP – Akshay Kumar

TASTE THE THUNDER

LIMCA – Sushma Reddy and Hrishitta Bhatt

DOOBO TAAZGI MEIN

42 | P a g e
FANTA - Genelia D'Souza

GO BITE

MAAZA

TAAZA MANGO MAAZA MANGO

SPRITE

SEEDI BAAT NO BAKWAS CLEAR HAI!!!

43 | P a g e
 COMPETITORS

COKE
VS
PEPSI

The PepsiCo challenge, to keep up with archrival, the Coca-Cola Company never ends for the
World's # 2, carbonated soft drink maker. The company's soft drinks include Pepsi,
Mountain Dew, and Slice. Cola is not the company's only beverage; PepsiCo sells Tropicana
orange juice brands, Gatorade sports drink, and Aquafina water. PepsiCo also sells Dole
juices and Lipton ready-to-drink tea.
PepsiCo and Coca-Cola hold together, a market share of 95% out of which 60.8% is held by
Coca-Cola and the rest belongs to Pepsi.

44 | P a g e
 Nestlé: Nestle does not give that tough a
competition to Coca-Cola as it mainly deals with milk
products, Baby foods and Chocolates. But the iced tea that
is Nestea which has been introduced into the market by
Nestle provides a considerable amount of competition to
the products of the Company. Iced tea is one of the closest
substitutes to the Colas as it is a thirst quencher and it is
healthier when compared to fizz drinks. The flavored milk
products also have become substitutes to the products of
the company due to growing health awareness among
people.

Dabur : Dabur in India, is one of the most trusted brands as

it has been operating ever since times and people have laid
all their trust in the Company and the products of the
Company. Apart from food products, Dabur has introduced
into the market Real Juice which is packaged fresh fruit
juice. These products give a strong competition to Maaza
and the latest product Minute Maid Pulpy Orange.

Parle Agro Pvt. Ltd.: Parle Agro is a household name in the

beverages industry and has leading brands like Frooti, consistent
winner of India's fruit beverage brand, Appy, Appy Fizz and
packaged drinking water, Bailley. A pioneer in the Indian industry,
Parle Agro is associated with many firsts. They were the first to
introduce fruit drinks in tetra packaging, first to introduce apple
nectar and the first to introduce fruit drinks in PET bottles. Frooti,
or Mango Frooti, as it is popularly called, is the largest-selling
mango drink in India.

45 | P a g e
ADVANCE SALES AND SERVICES PVT.
LTD.
ORGANIZATION STRUCTURE OF MARKETING DEPARTMENT OF

ASASPL –

MR. MOHAN DAS

LADHANI
MD

MR. VIVEK
LADHANI
DIRECTOR

MR. B.K. MR. RAJIV MR. DILIP

SRIVASTAVA KUMAR SAXENA
HEAD OF SALES GM (SALES AND MARKETING GM FINANCE

MR. LALIT MR. VYOM MR. DEVENDRA KEY A/C MS. MEGHNA
SAXENA SRIVASTAVA SRIVASTAVA MANAGER YADAV
MARKET EXECUTION
ASM DISTRIBUTION MANAGER
KEY A/C MANAGER HR MANAGER

SALES
EXECUTIVES

PRE SALE MARKET EXECUTI

REPORT DEVELOP VES Figure 5
PER

46 | P a g e
DIRECT ROUTE:

Direct route are those areas here the company owned delivery vans distribute product.
ASASPL have three direct routes.

1. Khurram Nagar
2. Chinhat
3. Charbagh

INDIRECT ROUTE:

Indirect route are those areas where a distributor is given the charge of handling the distribution
system. The truck driver is trained to be service person. However with the business becoming
increasingly competitive, will a driver be enough to manage the complex contours of Competitive
market is a difficult question? At present the driver (sales man) are doing fine job of managing the
sales. They should be regularly trained to handle the growing competition.

There are 23 Agency/Distributor under ASASPL and we worked under one of them, name of the
depot is Vital.

There are 10 Distribution Routes under Vital:

1. LDA 1
2. LDA 2
3. Jail Road 1
4. Jail Road 2
5. Bijnour
6. Banthra
7. Gauri Bazaar
8. Telibagh 1
9. Telibagh 2
10. Neel Matha

TYPES OF OUTLETS

The company has divided their outlets on the basis of the following criteria-

 Volume
 Channel
 Income group

47 | P a g e
VOLUME
There are four types of outlets according to the volume of sales of the outlet-

DIAMOND

500 - 800 CASE

GOLD

201 - 499 CASE

SILVER

100 - 200 CASE

BRONZE

1 - 99 CASE

CHANNEL
The various routes formulated by HCCBPL for distribution of products are as follows:

 Key Accounts: The customers in this category collectively contribute a large chunk of the
total sales of the Company. It basically consists of organizations that buy large quantities
of a product in one single transaction. The Company provides goods to these customers on
credit, payments being made by them after a certain period of time i.e. either a month of
half a month.
Examples: Clubs, fine dines restaurant, hotels, corporate houses etc.

 Future Consumption: This route consists of outlets of Coca-Cola products, wherein a

considerable amount of stock is kept in order to use for future consumption. The stock
does not exhaust within a day or two, instead as and when required stocks are stacked up
by them so as to avoid shortage or non-availability of the product.
Examples: Departmental stores, Super markets etc.

 Immediate Consumption: The outlets in this route are those which require stocks on a
daily basis. The stocks of products in these outlets are not stored for future use instead, are
exhausted on the same day and might run a little into the next day i.e. the products are
consumed at a fast pace.
Examples: Small sized bars and restaurants, educational institutions etc.

 General: Under this route, all the outlets that come in a particular area or an area along
with its neighboring areas are catered to. The consumption period is not taken into
consideration in this particular route.

48 | P a g e
CHAIN FOLLOWED FROM MANUFACTURE TO DISTRIBUTION

Advance Sales and Services Pvt. Ltd. has a wide and well-managed network of salesmen
appointed for taking up the responsibility of distribution of products to diverse parts of the cities.
The distribution channels are constructed in such a way that the demand of customers is fulfilled
at the right place and the right time when they need it.
A typical distribution chain at Advance Sales and Services Pvt. Ltd. would be:

PRODUCTION RETAIL SHELF CONSUMER

PLANT
RETAIL STOCK
WAREHOUSE

DEPOT DISTRIBUTION
WAREHOUSE WAREHOUSE

The customers of the Company are divided into different categories and different routes, and
every salesman is assigned to one particular route, which is to be followed by him on a daily
basis. A detailed and well-organized distribution system contributes to the efficiency of the
salesmen. It also leads to low costs, higher sales and higher efficiency thereby leading to higher
profits to the firm.

Criteria for providing free chilling equipment

 An Ice Box is provided for the sale of 1-2 crates daily to the retailers.
 For the sale of 5-6 crates daily a Visi Cooler of 4 crates is provided.
 For the sale of 7-8 crates daily a Visi Cooler of 7 crates is provided by the company.
 If the sale exceeds 9 crates daily then a Visi Cooler of 9 crates or deep fridger is provided
by the company,
A STEPLIZER OF 1 KV to 5 KV is provided with the Visi Cooler & Chest Cooler.

SGA PROVIDING COMPANIES

• Whirlpool India Limited

• Godrej Appliances
• Western refrigerator limited
• Rockwel Industries
• Haier

49 | P a g e
 PACKAGING DETAILS

PACK MAAZA COKE THUMS FANTA SPRITE LIMCA SODA

UP

300ML       

200ML       

250ML       

2 LTR       

600ML
no       

      
1.2 LTR

PACK NO.OF BOTTLES IN A CASE

300ML 24
200ML 24
250ML 24
2 LITRES 9
600ML 24
1.2 LTR 12

50 | P a g e
Marketing Strategies of Coca Cola
Marketing strategy a part of the marketing management process: The marketing
management uses marketing strategies so that they can meet the customer's needs. The
marketing strategy involves pricing, advertising, branding, packaging.
The Coca-Cola Company manufactures syrups, concentrates and beverage bases for Coca-
Cola, the company’s flagship brand, and also produces over 230 other soft-drink brands sold
by and its subsidiaries in nearly 200 countries around the world. Some of Coca-Cola’s latest
domestic marketing strategies include Coke dominating fountain sales. Thousands of
consumers visit fast-food restaurants every day and Coke feels that it is very important to
have the consumer see and drink their product at such chains as McDonalds, Burger King,
and Domino’s Pizza.

UNIQUE SELLING PROPOSTION/PROMISE

Coke encourages you to seize the moment by expressing your unique thoughts,
talents and capabilities. If you can think….you can do it.

SCHEMES As a Part Of Marketing Strategies

The different pack sizes on which discount is given by the company is:
♣ 200 ml RGB CSD
♣ 250 ml Juice
♣ 300 ml RGB CSD
♣ 600 ml Pet CSD
♣ 1200 ml Juice
♣ 2000 ml Pet CSD
♣ 330 ml Can CSD
♣ 200 ml Tetra Pack Juice
RGB – Returnable Glass Bottles
CSD – Concentrated Soft Drink
Juice – Maaza
Pet – Plastic bottle
Daily new schemes are launched.
Example-

♣ On one case of 200ml retailer will get 2 bottles extra of 200ml.

♣ On one case of 600 ml retailer will get 2 bottles extra of 600 ml.
♣ On one case of 2000ml retailer will get one extra bottle of 2000ml .
♣ On displaying 20 bottles retailers get some free bottles according to the scheme.
Advertisement has played a important role in the success of our products since our first
newspaper ad in 1886 which read “COCA-COLA DELICIOUS”! REFRESH! EXILATERING!
INVIGORATING!

51 | P a g e
 1929

The Pause That Refreshes

1936

It Is The Refreshing Thing To Do

1942

It's The Real Thing

1944

Global High Sign

1959

Be Really Refreshed

1963

Things Go Better With Coke

1969

It Is The Real Thing

1971

I'd Like To Buy The World A Coke

1976

Coke Adds Life

1982

Coke Is It

1986

Red, White and You

1989

Can't Beat The Feeling

1990

Can't Beat The Real Thing

52 | P a g e
 1993
Always Coca Cola

2000

Coca Cola Enjoy

2003

Thanda Matlab Coca Cola

2005

Piyo Sar Utha Ke

2007

Sabka Thanda Ek

2009

Open Happiness

Fine illustrations by noted artists, including Rockwell and N.C. Wyeth were the hallmark of early
campaigns in premier magazines. Artists Haddon Sundblom’s portraits for holiday ads, which
began in the 1930s, helped mould the national image of a red-suited.
Santa Claus, Fresh, creative and tasteful, advertising images for coca-cola have always set a high
standard of quality for other products around the world. The company recognizes that coca-cola
belongs to the billions of consumers in every corner of the globe who have chosen it as their
favourite soft drink. Our advertising reflects that special relationship between consumers and the
simple moments of pleasure they have come to associate with coca-cola.

53 | P a g e
PRINT THE TEMPLATEBeyond advertising will leverage the
original art work used in the Coke side
of life campaign by keeping the
imagery of original bottle bursting

Different colors to show

colors unleashed

Using the original placement of the

tagline but changing the color of
the font

54 | P a g e
SWOT ANALYSIS

STRENGTH WEAKNESSES
• Strong Brand Image • Pricing Strategy
• Strong Market Share • Lack of Availaibility of Brands in 1
• Strong and reliable Distribution litre PET bottles.
Network. • Small Scale Sector Reservations
• Good Advertisement Campaign Limit ability to invest and achieve
and Brand Ambassdors Econmies of Scale
• Lack of proper distribution in some
areas.
• Retailers are not aware of the
schemes.
SWOT ANALYSIS
OF COCA COLA
INDIA

OPPORTUNITIES
• Large Domestic market
• Launch of other brands
• Export Potential
• Growing Water Bottled Market
THREATS
• Intense Competition
• Dependence on Bottling Partners
• Government Policies
• Schemes of Pepsi are far more
better than Coke.

Figure 6

55 | P a g e
QUALITY
Golden Peacock National Quality Award 2004 -

Coca-Cola India Division President, Mr. Sanjiv Gupta received the Golden Peacock
National Quality Award 2004 along with the Coca-Cola team at the 15th World
congress on Total Quality in Mumbai on January 14, 2005

We ensure the quality and safety of our beverages through the coca-cola quality system (TCCQS),
our integrated approach to managing quality, environment, health and safety. We continuously
review TCCQS to ensure it meets the most stringent and up to date global requirements related to
food safety, as well as quality management methods, industry best practise and marketplace
conditions.
In our ingredients evaluation laboratories, for example, we perform precise analyses of fruit juices
and other ingredients sent to us by our suppliers, to ensure and to improve product quality. Our
processes, too, undergo constant security, to safeguard the water we use in our products and the
packaging that carries them to our consumers. We inform and educate our business partners about
our standards so that they meet the highest quality requirements. Under TCCQS, quality is our
highest business objective and our enduring obligations.

The Coca-Cola Quality System

Everyone who works for or with coca cola is empowered and expected to maintain the highest
standards of quality in products, processes and relationship. TCCQS mandates in-depth self-
assessment throughout our operations, by all our business units. This enables us to continually
raise our standards.
The latest version of our system-evolution 3, launched in 2004 has been externally benchmarked
against international quality standards ISO 9001. It also incorporates Hazards Analysis Critical
Control Point System.

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Customer Service
Overview

Product
Service
Support

CALL TYPES
CUSTOMER
OR CSR
CONSUMER

Customer
Repair Distribution
Support

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DID YOU KNOW?

→ The sales of Coke in the first year was $50, and

the expenses were $70

→ If you stacked all of the bottles of Coke that

had ever been made end to end, it would reach to
the moon and back 1,045 times!

→ Coca-Cola contained cocaine until 1913. They

had to remove it from the ingredients because
people were becoming addicted to the drink.

→ Marathon Bicyclist were the first athletes to

endorse Coca Cola and it was way back in 1909.

→ I drank 68 bottles of different brands of Coca

Cola during my internship.

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RESEARCH METHODOLOGY
This chapter describes the methodology of the study. This project is based on information
collected from primary and secondary sources . After the detailed study, an attempt has been
made to present comprehensive analysis of Coca cola. In data collection two methods are used,
one is qualitative and one is quantitative method. In quantitative technique, analysis tool to find
the market share of Coca-Cola in areas covered under VITAL. In collecting requisite data and
information regarding the topic selected, I visited more than 580 shops and collected the data.

RESEARCH OBJECTIVES
♣ The first objective of my report is to analyze strength of Coke vs. other competitive
companies.
♣ The second objective of my report is to find out the growth opportunities for company in
the allotted particular area.

Research Design
A research design gives the methods and procedures for conducting a particular study. The
function of research design is to provide for the collection of relevant information (evidence),
with minimum efforts, time and money. The research design can be grouped into three categories:
a) Exploratory Research Design:
Exploratory research focuses on discovery of ideas and is generally based on secondary
data. It is preliminary investigation with a flexible approach. This is because a researcher may
have to change his focus as a result of new ideas and relationship among the variables.
b) Descriptive Research Design:
Descriptive research is undertaken when the researcher has to get accurate description of a
situation or relation between variables. This design tends to minimize bias and maximize the
reliability of the data collected and analyzed. These are well structured.
c) Causal Research Design:
It is undertaken when a researcher wants to find out the cause-effect relationship between
two or more variables. It is based on logical grounds.

I have used descriptive research design technique to get the desired objective.

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DATA COLLETION
The information needed to further proceed in the project had been collected through primary data
and secondary data.

PRIMARY DATA

Primary data consists of information collected for the specific purpose at hand for the purpose of
collecting primary data, survey research was used and all the retail outlets sellers using different
brands and their competitors were contacted. Survey research is the approach best suited
gathering description. The primary data collection techniques used in the project is as follows:
a) PERSONAL INTERVIEW METHOD
b) SURVEY METHOD
c) QUESTIONNAIRE METHOD
d) OBSERVATION METHOD

CONTACT METHODS

The information was solicited by administrating structured questionnaire to the retile sellers, (thus
getting to know directly from the soft sellers about the form of the mix they are using) its storage
period, their level of satisfaction with the brand, in their decision in selecting the brand etc.

SECONDARY DATA

The secondary data consists of information that already exists somewhere, having been collected
for another purpose. Any researcher begins the research work by first going through the
secondary data. Secondary data includes the information available with the company. It may be
the findings of research previously done in the field. Secondary data can also be collected from
magazines, newspapers, other surveys conducted by known research agencies etc.

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SAMPLING DESIGN
Design is the plan, structure & strategy of investigation conceived so as to attain answer to
question’ to survey and to control the variances. According to this project’s/ surveys the
analytical, interpretive/objective design was chosen.

Universe of the Study

The universe of the study, I have selected all retail outlets that are in a radius of 24 km from
Bangla Bazaar (Lucknow) region.

Sample Size
A sample of 580 retailers was taken on the basis of convenience. The actual retailers were
contacted on the basis of random sampling.

Sampling Techniques
For the study we have taken a sample size of 580 respondents pose non probability sampling
technique. Further we also applied convenience sampling, judgment sampling, as a part of non
probabilistic sampling techniques.

Research Period:
Research work is only carried for 6 weeks.

Research Instrument:
This work is carried out through self-administered questionnaires. The questions included were
opening ended, dichotomous and offered multiple choices.

Sampling Plan:
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 from which I was used to
collect data was designed by my immediate supervisor.
♣ Sampling unit - Owners of the retail outlets.
♣ Sampling size - 580 outlets
♣ Sampling procedure - Random sampling
♣ Sampling method - Retailers survey.

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Data Analysis:
The data is analyzed on the basis of suitable tables by using statistical techniques. Representation
of statistical data by diagram, graphs, charts, or pictures is more effective then tabular
representation being easily intelligible to layman. Indeed diagrams are most essential whenever it
is required to convey any statistical information to the generic public. The more important types
of diagram which is use in statistical work are:-

BAR DIAGRAM
Mode of diagrammatic representation of data is the bar diagram. In this method the bar of equal
width are taken for the different items of the series. The lengths of the bar represent value of the
variables concerned.

PIE CHART
It is a circle whose area is divided proportionately among the components by straight lines drawn
from the center to the circumference of the circle. Pie charts can be an effective way of displaying
information in some cases, in particular if the intent is to compare the size of a slice with the
whole pie, rather than comparing the slices among them.

AREA OF SURVEY

LOCATIONS NO OF OUTLETS COVERED

LDA 1 90
LDA 2 99
TELIBAGH 1 35
TELIBAGH 2 36
BANTHRA 30
BIJNOUR 49
NEEL MATHA 34
SAROJNI NAGAR 48
GAURI BAZAR 26
JAIL ROAD 1 34
JAIL ROAD 2 99
TOTAL 580

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 1) WHICH BRAND DO YOU SELL?

BRAND RESPONSE (IN PERCENTAGE)

Only PEPSI 9
Only COCA COLA 18
BOTH 73

80

70

60

50

40

30

20

10

0
PEPSI COCA COLA BOTH

FIGURE 7

INTERPRETATION
73% of the retailers sells both the brands, i.e. Coca Cola and Pepsi, While 18% and 9% of
the retailers sells only Coca Cola and Pepsi respectively.

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2) PRODUCT COMPARISON OF COKE & PEPSI BRANDS AVAILABLE IN
THE RETURNABLE GLASS BOTTLES(RGB) and THE PET BOTTLES

(A) IN BLACK FLAVOUR (200 ML, 600 ML AND 2000 ML)

100

80

60

40

20

0
PEPSI COCA COLA THUMS UP

INTERPRETATION FIGURE

♣ THUMPS UP leads with 90% availability

♣ Coca Cola has 60% availability
♣ Pepsi has 70% availability

(B)In the Orange Flavor (200 ML, 600 ML)

90
80
70
60
50
40
30
20
10
0
MIRANDA FANTA

FIGURE
INTERPRETATION
♣ Miranda is present in 60% of all the outlets surveyed
♣ Fanta is present in 80% of all the outlets surveyed

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(C)In the White Flavor (200 ML, 600 ML)

82
80
78
76
74
72
70
68
66
64
LIMCA 7 UP MOUNTAIN DEW SPRITE

FIGURE
INTERPRETATION
♣ LIMCA is present in 80% of the shops
♣ 7 UP is present in 70% of all the shops
♣ MOUNTAIN DEW is present in 80% of all the shops
♣ SPRITE is present in 80% of all the shops.

(D)In Mango Flavor (250 ML AND 1250 ML)

90
80
70
60
50
40
30
20
10
0
MAAZA SLICE

INTERPRETATION FIGURE

♣ MAAZA is present in 80% of all the outlets visited.

♣ SLICE is present in 60% of all the outlets visited.

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 3) BRAND PREFERRED BY CUSTOMER

PEPSI
40%

COKE
60%

FIGURE 9

INTERPRETATION
Retailers answered that Coke brands are mostly preferred than Pepsi brands. In Coke
product line, Thumps Up is mostly demanded and in Pepsi, Mountain Dew is mostly
demanded.

4) YOU ARE HAVING VISI COOLER OF WHICH BRAND?

BRAND Response (In Percentage)

Only Coca Cola 20
Only Pepsi 16
Both 40
No 24

40

20

PEPSI
COCA COLA
BOTH
NO COOLER

FIGURE 10
INTERPRETATION

It was seen that 20% outlets were having only COKE Visi Cooler and 16% outlets were having PEPSI
Visi Cooler and 40% were having Visi Coolers of both the brand and on the other hand 24% were
not having visi cooler.

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 Q 5) PURITY OF VISI COOLER IS MAINTAINED OR NOT?

BRAND Response (In Percentage)

Yes 35
No 65

NO
35%

YES
65%

FIGURE 11

INTERPRETATION

It was seen that 65% of the retail owner maintain thr purity of Visi Cooler whereas 35% of the retail
owners were not maintaining the purity of their Visi Cooler.

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 6) MARKET SHARE

S.NO. AREA SURVEYED MARKET SHARE (In Percentage)

COKE PEPSI

1. LDA 1 60 40
2. LDA 2 60 40
3. JAIL ROAD 1 50 50
4. JAIL ROAD 2 50 50
5. TELIBAGH 1 95 5
6. TELIBAGH 2 95 5
7. NEEL MATHA 70 30
8. BIJNOUR 80 20
9. GAURI BAZAR 50 50
10. SAROJINI NAGAR 40 60
TOTAL 63 37

MARKET SHARE

PEPSI
37%

COKE
63%

FIGURE 12

INTERPRETATION
After Surveying 10 Areas of Lucknow it was seen that Coca Cola has 63% of market share
while Pepsi have 37%.

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 7) ARE YOU SATISFIED WITH THE DISTRIBUTION NETWORK?

Response (In Percentage)

YES 70
NO 30

NO
30%

YES
70%

FIGURE 13

INTERPRETATION
70% of the retail owners are satisfied while 30% are not.

8) ARE YOU AWARE OF THE SCHEMES PROVIDED

BY THE COMPANY?

Response (In percentage)

YES 65
NO 35

NO
35%

YES
65%

FIGURE 14

INTERPRETATION

65% are aware of the daily schemes provided by the company while 35% are not aware.
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 9) Which company advertisement and publicity level is
high in your opinion?

BRAND Response in
%
COKE 45
PEPSI 55

COKE
45%
PEPSI
55%

FIGURE 15

INTERPRETATION Schemes and promotional activities done by Pepsi are more than
Coke.

10) DAILY SALES IN CASE?

Daily Sales Response (In Percentage)

1–2 Case 64
3-5 Case 20
6-10 case 12
More than 10 Case 4

80
60
40
20
0
1-2 Case 3-5 Case 6-10 Case <10 case FIGURE 16

INTERPRETATION
64% of the retailers have daily sales of 1-2 Case, and 20% of the retailers have daily sales of
3-5 Case. While 4% of the retailers have daily sales of more than 10 Case.

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 11) COCA COLA SHOULD IMPROVE UPON?

Response (In Percentage)

Sales Promotion 24
Service 30
Schemes 24
Distribution 22

30
25
20
15
10
5
0
SALES SERVICE SCHEMES DISTRIBUTION
PROMOTION FIGURE 17

12) HOW WOULD YOU RATE COCA COLA?

Response (In Percentage)

Excellent 38
Good 34
Average 19
Bad 8
Very bad 1
40

20

EXCELLENT
GOOD
AVERAGE
BAD
VERY BAD FIGURE 18

INTERPRETATION

38% of the retailer’s were extremely happy with the Coca Cola, 34% rated Coca Cola good
and 19% of them rated as average. Only 1% rated Coca Cola as very bad.

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Limitations of the Research

1. The time period allotted for the study was only of two months, which may
provide a deceptive picture in comparison of the study based on long run.

2. The study was based on both primary and secondary data but the relevance of
the secondary data may not be justified.

3. Method of data collection was through personal interview and therefore

personal bias becomes a major limitation.

4. Due to their busy schedule some vendors won’t give answers to all the
questions in the questionnaire.

5. The scope of study is restricted only to a part of Lucknow.

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Suggestions

ADVERTISING AND SALES PROMOTION

Advertisements play a very important role here, so if heavy advertisements
will be carried out and display material should be provided to the retailers
on more regular basis to increase the sales level

ENVIRONMENTAL CHECK
From the study it is found that most of the people prefer use of plastic
bottles instead of others which is not a environment friendly so it should be
checked.

DISRTIBUTION CHANNEL

Proper distribution channel should be used in some areas so that company

can increase their profits.

MARKETING
At every petrol-pump we should install Fountain Machine. It will be helpful
in generating impulse purchase and also as awareness about the products
of the company among the consumers

BRAND AVAILABILITY
The company must try to make different brands of Coca-Cola available at
every retail outlet whether it is large or small, otherwise the consumer may
go for substitute.

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Bibliography

WEB-SITES:
♣ www.coca-cola.com
♣ www.coca-colaindia.com
♣ www.wikipedia.com
♣ http://news.bbc.co.uk
♣ www.economictimes.indiatimes.com
♣ www.google.com
♣ www.ask-jeeves.com
♣ www.distributing-company.com

BOOKS:
♣ Research Methodology, Kothari C.R. Research Methodology Methods and
Technology, New Delhi, Wishwa Prakashan edition 2003.
♣ Multi level and Direct Marketing, Branding Kotler, Phillip, Marketing Management,
Delhi, Pearson Education (Singapore) Pvt. Ltd. 11 edition.
th

NEWS PAPER:

♣ The Times Of India

♣ Economic Times

♣ With the help of the senior executives of the company an attempt has
been made in order to define the processes and procedures followed.

♣ With the help of various marketing websites.

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Questionnaire
NAME OF THE SHOP……………………………………………………….

ADDRESS………………………………………………………………………

TEL. NO. ………………………………………………………….

Q1) Which brand do you sell?

PEPSI COCA COLA BOTH

Q2) Why are you not selling the Coca Cola or Pepsi product?

Q3) How many brands are available in your shop in the RGB and PET Bottles?

(A) In RGB

COCA COLA THUMS UP

SPRITE LIMCA

FANTA MAAZA

(B)In PET

COCA COLA THUMS UP

SPRITE LIMCA

FANTA MAAZA

MMPO NIMBO FRESH

Q4) Which company Visi Cooler are you having?

PEPSI COCA COLA BOTH

Q5) Whether the purity of the refrigerator is maintained or not?

YES NO

Q6) Which brand is preferred by the customers?

PEPSI BRANDS COCA COLA BRANDS

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Q7) Are you satisfied with the distribution network?

YES NO

Q8) Are you aware of the various schemes run by the coca cola?

YES NO

Q9) Which company advertisement and sales promotion activities are better?

PEPSI COCA COLA

Q10) Your daily sales?

1-2 CASE 3-5 CASES 6-10 CASES

More than 10 CASES

Q11) Do you think promotional activities can increase sales?

YES NO

Q12) According to you a company should improve upon?

Distribution Service

Sales Promotion Schemes

Q13) How would you rate Coca Cola?

Excellent Very Good

Average Bad

Very Bad

COMPLAINTS OR SUGGESTIONS………………….

Thank you very much for your kind cooperation!!!!!!!

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