MAJOR PROJECT REPORT

ON

Marketing Strategies of
Hindustan Coca-Cola Beverages Pvt. Ltd.

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE

AWARD OF THE DEGREE OF

BACHELORS OF BUSINESS ADMINISTRATION - BBA (GEN)

SUBMITTED BY:
RAHUL BASWAL
ROLL NO. : 09621201713
BBA(GEN) VIth Semester
II ND SHIFT

MAHARAJA SURAJMAL INSTITUTE

RECOGNISED BY UGC,U/S 2 (F)
(AFFILIATED TO GURU GOBIND SINGH INDRAPRASTHA
UNIVERSITY)
C-4,JANAKPURI , NEW DELHI -110058

1
 DECLARATION

I Rahul Baswal hereby declare that the material embodied in this project report
entitled“Marketing Strategies of Hindustan Coca-Cola Beverages Pvt. Ltd.” is based on
original work. It has not been submitted in part or full for any other degree or diploma of
any university.

Name: RAHUL BASWAL

Enroll. No. : 0962101713

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 ACKNOWLEDGEMENT

No task can be achieved alone ,particularly while attempting to finish a project of such
magnitude. It took many very special people to facilitate it and support it. Hence ,I would
like to acknowledge all of their valuable support and convey my humble gratitude to them.

I would like to thank the HR management of coca-cola Beverages Pvt. ltd who has always
been open to discussion and frequently enquired about the project and any problems faced
etc. They have also given me valuable guidance as to how about the project.

I have put my best effort to make this project as informative & understandable as possible
I have done the best I could do & have been honest to the company .

Thank you for supporting me in making this project a reality .

RAHUL BASWAL
(09621201713)

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TABLE OF CONTENTS

Chapter Title Page No.

Executive Summary 06

Chapter – I Introduction 07-13

Chapter – II Review of Literature 14-28

Chapter – III Company’s Profile 29-62

Chapter – IV Research Methodology 63-67

Chapter – V Data Analysis and Interpretations 68-91

Chapter – VI Conclusions, Recommendations 92-97

and Suggestions

Bibliography 98-99

Appendix 100-104

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 EXECUTIVE SUMMARY

“Acceptance of New challenge makes the path for future success”

Today companies must urgently and critically rethink their business mission and marketing
strategies. Instead of operating in a market place of fixed and known competition and stable
customer preferences, today companies work in war zone of rapidly changing
customer/competitor technological advance, new law, managed trade policies and
diminishing customer loyalty.

Company considers the fact that today customer face a plenitude of product every category.
Consider that customer exhibit varying and diverse requirement for product service
combination and prices.

In the face of their vast choices, customer will gravitate to the offering that best meet their
individual needs and expectation.

Therefore it is not surprising that today’s winning companies are those who succeed best in
satisfying indeed delighting, their target customer.

They will not last long. These companies are market. They will not last long. These
companies are market focused and customer driven. They pay extreme attention to quality
and service to meeting and even exceeding customer expectation.

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Chapter – I
Introduction

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 Chapter - I

Introduction

MARKETING

Marketing is the process of communicating the value of a product or service to customers,

for the purpose of selling that product or service.

Marketing techniques include choosing target markets through market analysis and market
segmentation, as well as understanding consumer behavior and advertising a product's
value to the customer. From a societal point of view, marketing is the link between a
society's material requirements and its economic patterns of response. Marketing satisfies
these needs and wants through exchange processes and building long term relationships.
Marketing blends art and applied science (such as behavioural sciences) and makes use
of information technology

MARKETING MIX

The marketing mix is a business tool used in marketing and by marketers. The marketing
mix is often crucial when determining a product or brand’s offer, and is often associated
with the four P’s i.e., price, product, promotion and place.
However, the four P’s are expanded to the Seven P’s to address the different nature of
services.
In 2012, a new four P’s theory was introduced with people, processes, programs and
performance.

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PRODUCT
Products are the goods and services that your business provides for sale to your target
market. When developing a product you should consider quality, design, features,
packaging, customer service and any subsequent after-sale service.

PLACE
Place is in regards to distribution, location and methods of getting to the customer. This
includes the location of your business, shop-front, distributors, logistics and the potential
use of the internet to sell products directly to consumers.

PRICE
Price concerns the amount of money that customers must pay in order to purchase your
products. There are number of considerations in relation to price including price setting,
discounting, credit and cash purchases as well as credit collection.

PROMOTION
Promotion refers to the act of communicating the benefits and values of product to
consumers. It then involves persuading general consumers to become customers of your
business using methods such as advertising, direct marketing, personal selling and sales
promotion.

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 THE FMCG INDUSTRY IN INDIA

Fast Moving Consumer Goods (FMCG), also known as Consumer Packaged Goods (CPG)
are products that have a quick turnover and relatively low cost. Consumers generally put
less thought into the purchase of FMCG than they do for other products.

The Indian FMCG industry witnessed significant changes through the 1990s. Many players
had been facing severe problems on account of increased competition from small and
regional players and from slow growth across its various product categories. As a result,
most of the companies were forced to revamp their product, marketing, distribution and
customer service strategies to strengthen their position in the market.

Unlike other economy sectors, FMCG share float in a steady manner irrespective of global
market dip, because they generally satisfy rather fundamental, as opposed to luxurious
needs. The FMCG sector, which is growing at the rate of 9% is the fourth largest sector in
the Indian Economy and is worth Rs.93000 crores. The main contributor, making up 32%
of the sector, is the South Indian region. It is predicted that in the year 2013, 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.

The FMCG sector consists of the following categories:

 Personal Care- Oral care, Hair care, Wash (Soaps), Cosmetics and Toiletries,
Deodorants and Perfumes, Paper products (Tissues, Diapers, Sanitary products) and
Shoe care; the major players being; Hindustan Lever Limited, Godrej Soaps,
Colgate, Marico, Dabur and Procter & Gamble.

 Household Care- Fabric wash (Laundry soaps and synthetic detergents),

Household cleaners (Dish/Utensil/Floor/Toilet cleaners), Air fresheners, Insecticides
and Mosquito repellants, Metal polish and Furniture polish; the major players being;
Hindustan Lever Limited, Nirma and Ricket Colman.

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 Branded and Packaged foods and beverages- Health beverages, Soft drinks,
Staples/Cereals, Bakery products (Biscuits, Breads, Cakes), Snack foods,
Chocolates, Ice-creams, Tea, Coffee, Processed fruits, Processed vegetables,
Processed meat, Branded flour, Bottled water, Branded rice, Branded sugar, Juices;
the major players being; Hindustan Lever Limited, Nestle, Coca-Cola, Cadbury,
Pepsi and Dabur

 Spirits and Tobacco; the major players being; ITC, Godfrey, Philips and UB

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BEVERAGE INDUSTRY IN INDIA

In India, beverages form an important part of the lives of people. It is an industry, in which
the players constantly innovate, in order to come up with better products to gain more
consumers and satisfy the existing consumers.

BEVERAGES

Alcoholic Non-Alcoholic

Carbonated Non-Carbonated

Cola Non-Cola Non-Cola

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 BEVERAGE INDUSTRY IN INDIA

The beverage industry is vast and there various ways of segmenting it, so as to cater the
right product to the right person. The different ways of segmenting it are as follows:

 Alcoholic, non-alcoholic and sports beverages

 Natural and Synthetic beverages
 In-home consumption and out of home on premises consumption.
 Age wise segmentation i.e. beverages for kids, for adults and for senior citizens
 Segmentation based on the amount of consumption i.e. high levels of consumption and
low levels of consumption.

If the behavioral patterns of consumers in India are closely noticed, it could be observed
that consumers perceive beverages in two different ways i.e. beverages are a luxury and
that beverages have to be consumed occasionally. These two perceptions are the biggest
challenges faced by the beverage industry. In order to leverage the beverage industry, it is
important to address this issue so as to encourage regular consumption as well as and to
make the industry more affordable.

Three strong strategic elements to increase consumption of the products of the beverage
industry in India are :
 The quality and the consistency of beverages needs to be enhanced so that consumers
are satisfied and they enjoy consuming beverages.
 The credibility and trust needs to be built so that there is a very strong and safe feeling
that the consumers have while consuming the beverages.

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 Chapter – II

Review of Literature

13
 Chapter-II

Review of Literature

Although most authors speak about some parts of Strategic Marketing, here is included a

list of definitions of the term. Some authors appear in different years (for example, Jain), It

is understand that they have added new comments or redefined the term after the years. The

table and the definitions have been ordered by year of publication.

According to Drucker, 1973, “ Strategic marketing as seen as a process consisting of:

analyzing environmental, market competitive and business factors affecting the corporation

and its business units, identifying market opportunities and threats and forecasting future

trends in business areas of interest for the enterprise , and participating in setting objectives

and formulating corporate and business unit strategies. Selecting market target strategies

for the product-markets in each business unit, establishing marketing objectives as well as

developing, implementing and managing the marketing program positioning strategies in

order to meet market target needs”.

According to Aramario & Lambin, 1991, “although marketing has basically an strategic

conception of the selling activity, we use to distinguish between strategic marketing and

operational marketing, depending on long term or short term objectives. Strategic

marketing starts in thoughts about current situation of the company and situational analysis

and possible evolution of the markets and the environment, with the goal of detecting

opportunities which can establish objectives”

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According to Jain, 1993, “Marketing strategy is mainly indicated by the marketing

objectives, customer and competitive perspectives and product/market momentum ( i.e.

extrapolation of past performance to the future), form the basis of marketing

strategy”.......... “Marketing strategy is developed at the business unit level. Within a given

environment, marketing strategy deals essentially with the interplay of three forces known

as the strategic 3 C’s: the Customer, the Competition and the Corporation.

A good marketing strategy should be characterized by a) clear market definition, b) a good

match between corporate strengths and the needs of the market and c) superior

performance, relative to the competition, in the key success factors of the business.

Marketing strategy, in terms of these key constituents, must be defined as an endeavour by

a corporation to differentiate itself positively from its competitors, using its relative

corporate strengths to better satisfy customer needs in a given environmental setting.

Based on the interplay of the strategic three C’s, formation of marketing strategy requires

the following 4 decisions:

1. Where to compete. (Definition of the market). One or various segments…

2. How to compete, that is, it requires a means for competing.

3. When to compete, that is, it requires timing of market entry.

..................... “In its strategic role, marketing focuses on a business’s intentions in a market

and the means and timing of realizing those intentions. The strategic role of marketing is

quite different from marketing management which deals with developing, implementing

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and directing programs to achieve designated intentions. To clearly differentiate between

marketing management and marketing in its new role, a term -strategic marketing.- has

been coined to represent the latter”

According to Bradley, 2003, A marketing strategy consists of an internationally integrated

but externally focused set of choices about the organization addresses its customers in the

context of a competitive environment.

Keeping in mind all the definitions founded, I specially find interesting the one offered by

Hamper and Baugh in 1990, which says: "although the definitions of the term vary (that is

to say, its assumed that a certain flexibility exists in the term), this it is a consistent term (it

should be based on generating future strategic solid plans), appropriate group of principles

through those that a company hopes (the term implies the uncertainty and the risk

implicitly) to reach objectives long term related with the clients (the client becomes a

strategic factor to keep in mind, although was not this way in the years 1960 or 1970´s) and

the objectives of profitability (profitability is also strategically important) , in a competitive

environment in particular” (that is to say, it’s assumed that each case should be analyzed

under specific circumstances, being able to create general and model rules, which will have

generic applications but non in particular).

This classification includes a first group denominated “classic” approach, formed by those

theoreticians who maintain a clear homogenization on the term, its definition and its

characteristics. (Druker 1973, Bradley 1991, Bennet 1995, Camara, 1995, Baker 1984,

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Walker, Boyd and Larreché 1992, Harper and Baugh 1990, Lambin 1977, Jain 2000, Kotler

1997, Aramario and Lambin 1991, Bradley 1991.).

It seems to be that this group agrees in its definitions existing only some simple adaptations

over the time.

On the other hand the rest of authors diverge in their definitions although they differ not

clearly with the previous ones, we could say that they are a little daring at the time of

raising definitions relative to strategic marketing. This classification can be called as

“alternative” since it is not in the same line that the previous one.

Considering these differences I have decided to separate two groups of thought in the area

of strategic marketing, the one of “classic” and the other called the “alternative ones”.

This classic approach also makes reference to the “opportunities” (Lambin, 1977), these

opportunities are those potential possibilities at which the company arrives at through an

external analysis. Strategic Marketing should be centred in the integral management of

products and markets with the aim to reach the objectives previously set (Jain 2000). The

selection of the objective markets as well as a plan (generally in the long term) to arrive at

the corporative objectives, allocating resources efficiently, without forgetting to consider

detecting business opportunities and satisfying the customer needs (Kotler, 1997). Once

again this approach presents a clear direction towards the planning systems. Strategic

marketing separates and differentiates mainly from operative marketing in the related

management with “time”, since the strategic one is oriented to the attainment of long term

objectives, the possible evolution of the markets and oriented to detected opportunities

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(Aramario & Lambin, 1991). The term is also clearly associated to the “objectives”, related

to the processes of strategic marketing (Bradley, 1991).

This it is an element which crowns the previously mentioned objectives, as well as the use

of Strategic Analysis Techniques. The profitability, which is a purpose of the company

(Ansoff 1985), appears in a systematic way in the definitions. It is important to mention that

from a Strategic Marketing point of view, the profitability not only has to be kept in mind

but rather also other such factors as the market share, stability, the company, the coherence

of the products etc. should be kept in mind. The profitability will show if strategic plans of

marketing are aligned with the financial policies of the company.

The alternative line of thought is based on the analysis of the definitions founded. This

approach tries to place strategic marketing also in other variables. Strategic marketing is

related to knowing as it is the best opinion of the company to know, how to apply to the

abilities and the resources in a given market, relating this to 4p' s of marketing mix and

interrelating it with the attainment of objectives (McDonald, 1999). Other approaches talk

about methodologies of analysis which are used to be able to anticipate future potentialities,

(Prahalad et al., 2004) as much in our company as well as in our competitors with the

purpose of gaining a competitive advantage which is defensible in the long term (Munuera

& Rodriguez, 1998). Other talk about a “Statement” and the importance to clarify systems

to reach goals, being strategic marketing the base of the marketing plan, that is to say, of the

planning of the marketing activities (Hart & Stapleton, 1977). The term is associated to new

and innovating concepts such as the approach of 3 c’s (Jain, 1993) since they affect

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consumers, corporations and competition. The management of strategic marketing requires

and forces managers to make decisions on the basis of:

1. Where to compete (that is to say, markets, following different criteria from classification

such as territories, segments, styles of life, etc.)

2. How to compete, where a clear link to the actions of marketing (or operative marketing)

and integrating this with the marketing strategy, and

3. When to compete, giving to understand that the moment also must be analyzed, being

key at the time of obtaining the best results in the attainment of objectives related to 3 Cs' s.

(Jain, 1993), The “Classic” school of thought tends to unify and helps to clarify the

understanding of the term. The important thing of this approach is to make the borders

clear, for example, what is strategic marketing and what it is not, and this is what the classic

line does. Also this approach helps to say where the matter begins and where it finishes, and

to orient the marketing directors. The “classic ones”, analyze what type of strategic

marketing must lay the foundations, being very clear in the direction and use of the

economic resources and in the scope of performance, which is circumscribed to the

Strategic Business Units, (SBU’s). This line clarifies the term and aids very well to

establish clearer lines of work in the field of strategic marketing.

This section covers the aspects to take into account when analyzing strategic marketing. Is

really important to follow some key aspects or elements expressed like having a deep

understanding of the market and its environment. (Drummond, Graeme, Ensor, John, &

Marketing. 2001). In this case, the marketing manager will have to delimitate the relevant

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market, to develop market segmentation, to evaluate segments: size, growth of demand, and

to develop a competition analysis based in the competitive positioning.

Also is important in strategic marketing to follow a deep internal analysis in order to see

tangibles and intangible factors and resources. (Accountants., McShane, P., & Accountants.,

1988). Both resources are really important to take into account in marketing strategies,

some aspects are related to evaluating the importance of the intellectual capital, for

example. The distinctive capacities and skills and organization routines (Prahalad et al.,

2004) are also crucial in order to determine future strengths (key term in marketing

strategy) or weaknesses (very widely used term too) and their impact on future business

success.

Emphasis on Long Term implications. Strategic marketing decisions usually have far-

reaching implications. In the words of one marketing strategist, strategic marketing is a

commitment, not an act. These long term implications affect to the balance and the account

of operation of the company of important way since they are connected to decisions key.

For example, a company must decide where it will be in a term of 3 or 5 years. (Lambin et

al., 1993)

 Corporate inputs. Strategic marketing decisions require inputs from 3 corporate aspects:

corporate culture, corporate publics, and corporate resources. Corporate culture refers to the

style, whims, fancies, traits, taboos, customs and rituals of top management that over time

have to come to be accepted as intrinsic to the corporation. (Strategies and marketing

actions are affected directly by this factor). Corporate publics are the various stakeholders

20
with an interest in the organization. For example, stakeholders, shareholders, employees,

etc... ( they impact directly or indirectly in the marketing strategy) and corporate resources

which include the human, financial, physical and technological assets/ experience of the

company, also key in the process of analyzing possible weaknesses and strengths.

Corporate inputs set the degree of freedom a marketing strategist has in deciding which

market to enter, which business to divest, which business to invest in, etc…. “The use of

corporate wide inputs in formulating marketing strategy also helps to maximize overall

benefits for the organization” ( Jain 1993).

Corporate strategy is concerned with an organization’s basic direction for the future. Its

purpose, its ambitions, its resources and how interacts with the world in which it operates.

Every aspect of the organization plays a role in this strategy, its people, its finances, its

production methods and its environment, including its customers, Lynch, 2000, p.5.

It is quite easy to confuse strategic marketing and corporate strategy. Both are concerned

with big decisions, taking effect over a long period, having considerable resource

implications being made by top managers. However, strategic marketing is concerned with

a narrower range of decisions than strategic management and is focused at the level of

business unit or competitive strategy, rather than at the corporate level. (Paul Baines and

Paul Garneau. 2003)

Corporate strategy is concerned with an organization’s basic direction for the future. Its

purpose, its ambitions, its resources and how interacts with the world in which it operates.

21
Every aspect of the organization plays a role in this strategy, its people, its finances, its

production methods and its environment, including its customers, Lynch, 2000, p.5.

It is quite easy to confuse strategic marketing and corporate strategy.

Both are concerned with big decisions, taking effect over a long period, having

considerable resource implications being made by top managers. However, strategic

marketing is concerned with a narrower range of decisions than strategic management and

is focused at the level of business unit or competitive strategy, rather than at the corporate

level. (Paul Baines and Paul Garneau. 2003)

Taking into consideration items related to goals and objectives we should differentiate

between corporate strategies where the corporate objectives aggregated across businesses.

See for example, revenue growth, profitability, ROI, Earnings per share, contribution to

other stakeholders.

Taking into consideration business strategy these will be constrained by corporate goals. In

this case objectives aggregated across product-market entries in the business unit.( Sales

growth, New product or market growth, profitability, ROI, cash flow, strengthening bases

for competitive advantage). Here the role of strategic marketing is constrained by corporate

and business goals; objectives are defined also for a specific product market entry. (Sales,

market share, contribution margin, customer satisfaction).

(Jain 1993, Walker, Boyd and Larreché, 1992).

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 Taking into consideration the resource of allocation, the corporate strategy does among

businesses in the corporate portfolio. Here the allocation is developed across functions

shared by multiple businesses. (For example, Corporate R&D, Marketing Information

Systems). On the contrary business strategy is among product-market entries in the

business unit. In this case, allocation is done across functional departments within the

business unit.

Analyzing the marketing strategy, allocation is done across the components of the

marketing plan, for example, elements of the marketing mix. These elements are used for a

specific product-market entry. It is also important to analyze the sources of competitive

advantage.

Taking into consideration, the sources of competitive advantage, and their origins in the

corporate strategy, we could say that primarily through superior or corporate financial or

human resources, more corporate R&D, better organizational processes or synergies

relative to competitors across all industries in which the firm operates. About the business

strategy, primarily through competitive strategy, business unit’s competencies relative to

competitors in its industry. And finally taking into consideration the role of marketing

strategy, primarily through effective product positioning, superior on one or more

components of the marketing mix relative to competitors within a specific product-market.

 Taking into consideration the source of synergy, and from a corporate strategy

perspective we should talk about shared resources, technologies or functional competencies

across businesses. From a business strategy perspective, shared resources (including

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favorable customer image) or functional competencies across product-markets within an

industry. And from a marketing strategy perspective a shared marketing resources,

competencies or activities.

It is necessary to understand that the strategic marketing searches in a clear and visible way

to place the activity of the company in such variables as the consumer's needs and market

opportunities. The product line, as well as the brands will spread to be wide and appropriate

to the consumer's likes. Doing this, maybe the company could enter in unproductiveness

and reduce its scale economies due to the adaptation of the product line to the customers’

needs. . Nevertheless these inefficiencies will be balanced with a bigger unit margin which

the consumer will be willing to pay for the added value that it reports him having a bigger

adaptation from the product to their needs. On the other hand the company that is not

market oriented is the one which sells what it wants to manufacture, developing initially a

focus on technology, functional performance and cost.

In reference to the product line:

A narrow and primary concern is to design standardized products so production runs will

be long and unit costs minimized, while on the other hand the market orientation places

enphasis on customization of the products in order to meet the unique needs of various

target segments.

Referring to research activities:

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Manufacturing oriented companies develop mainly technical research; they focus on

product improvement and cost cutting in the production process. While in the orientation to

the Market this it will be Market research focus on identifying new opportunities and

applying new technology to satisfy customer needs.

Referring to the packaging:

If the company has a mentality toward production, then the main objective of the packaging

is the one of protection for the product designed to minimize costs, while if the orientation

of the firm goes in toward market orientation, then the packaging is mainly designed for

customer convenience. The packaging is seen as a promotional tool in order to be better

sold.

Referring to credit:

The companies focused in the production consider credit as a “necessary evil” in order to

minimize bad debt losses. The companies focused in market orientation, believes that the

customer service is a critical success factor and the credit supports are a tool to facilitate

purchases.

Referring to the promotion:

The companies oriented to production, give a lot of importance to product features, under a

physical consideration. (Issues like durability, quality, colors, strength, materials, etc...)

25
On the other side, the companies which are market oriented, place an special interest in

product benefits and ability to satisfy customers needs or solve their problems. (Obviously

this is a wider conception and is the right conception of marketing).

Referring to the strategic planning:

The companies oriented to production, develop accurate financial and/or long range

planning systems, top down planning. While the companies market oriented search for a big

number of business opportunities and scan in them deeply, (strategic market management),

in this case it exist a wider participation from lower levels of management.

It is concluded that the concept, definitions and boundaries of strategic marketing and

marketing strategy it is crucial to see that even most of authors agree about the term, it is

not a static term and it changes after the time. We could say that the foundations of the

strategic marketing orientations and thoughts are based on the same ideas and pathways but

they need to be reoriented under a totally different world where business transactions are

bigger, the competitiveness has a different nature, and the scale of the marketing strategies

can be bigger and wider.

One of the most interesting findings is that strategic marketing consists in a process of

thinking, analyzing and acting under possible and potential changes. These changes lead us

to uncertainty and risk, and it looks that these variables are not very deeply tested in front

of the planning process, although still more research about this is required.

26
Business opportunities exist to develop further the research stream building on the initial

work done through the literature review. A range of suitable topics are available for research

consistent with the overall themes of the work in the role of strategic marketing.

27
These include:

 Further work to characterize the nature of individual practices in strategic marketing

analysis and the context within which they are relevant.

 Research within an industry or industries understanding the factors affecting transition

between strategic marketing theory and strategic implementation.

 Further work on the antecedents and consequences of the various strategic marketing

practices identified.

 The role of IT in strategic marketing practice.

28
 Chapter – III
Company Profile

29
 Chapter-III

Company Profile

Keeping in view of tapping the Indian soft drink market and also developing soft drinks as
a drinking product among Indians. The Coca-Cola in India has setup an independent
organizations which is H.C.C & B.C.C with a capital of 350 U.S.$ each by virtue of sellout
decision of the passed managing director Sh. S. C. Aggarwal.
Hindustan Coca-Cola bottling (N-W) Pvt. Ltd. Najibabad took the complete possession of
this plant, land, machinery, & intellectuals on February 14’ 1998 and since then H.C.C,
looking after all its affairs under company owned bottling plant to establish integrated
marketing system in the area.
In 1999 the company opened up the new bottling plant at DASNA in Ghaziabad Distt. This
plant has more sophisticated equipments, then the plant at Najibabad.

Various national & multinational firms are engaged in soft drink market due to increase in
its demand day by day. As far as INDIA soft drink market is concerned there are major
company’s engaged having a big completion to capture the soft drink market are namely
Coca-Cola & Pepsi. While Campa Cola & many local cola’s still notice in the Indian
market.

30
Pepsi Cola attacked Coca-Cola before World War II. Coca Cola dominated the American
soft drink industry, Pepsi cola was a drink less to manufactures & with a less satisfactory
taste then Coke. Where as Coca-Cola major selling point was more drink for the same price
and Pepsi emphasized on advertising.
During World War II Pepsi & Coke both enjoyed increased sale. After the war Pepsi sale
was started to fall relatively to Coke, resulting the Coca-Cola had starting to click the
market share. A number of factory contributed to Pepsi problem were poor image, poor
taskforce, poor quality control etc.

At that point Alfred.N.Steeler came to the presidency of Pepsi cola with a great reputation
for merchandising. He and his staff recognized that the main hope lay transforming Pepsi
from a cheap imitator of Coke into a class on soft drink manufacturer.

By 1955 all Pepsi’s major weakness had been overcome, resulting sales had climbed
substantially. These actions from 1955 to 1960 led to a considerable sales growth for Pepsi.

In India another company engaged in soft drink market is Coca-Cola. It is one of the most
widely known, accepted and admired trademarks of the world. Coca-Cola was their in India
till 1977, when the Indian Government banned it due to strong resentment against
multinational company’s Coca-Cola was re-launched again in India in September 1993 at
“HATHRAS” near Agra. The India people welcomed the come back of their most loved
Cola in the country with great enthusiasm and vigor.

Coca-Cola marked its re-launching with acquiring five Parley drinks viz. Thumps Up, Gold
Spot, Limca, Citra, Maaza, Soda. Soft drink industry is one of the fastest growing industries
in India. The basic idea behind the rapid growth of this industry is due to following reasons:
1. The great corporate war between Coke & Pepsi, who left no stone unturned, for
monopolizing the India Soft Drink market.
2. The basic ideology of these two giants is to promote soft drinks as a food item in
India hold.
3. The long hot summers in India have increased the consumption of soft drinks.

31
CORE BRANDS

Coca-Cola:
Developed in a brass pot in 1886, coca-cola is the most recognized and admired
trademark around the globe. Not to mention the best selling soft drink in the world.

Sprite: In 1961, a citrus-flavored drink made its U.S debut, using “Sprite Boy “as
inspiration for its name. This elf with silver hair and a big smile was used in 1940s
advertising for Coca-Cola. Sprite is now the fastest growing major soft drink in U.S and
the world’s most popular lemon-lime soft drink.

Fanta : The name “fanta “ was first registered as a trademark in Germany in 1941 ,when
it was used for a few year for a soft drink created from available materials and flavors .
The name was then revived in 1955 in Naples, Italy, when it was used for the:” fanta
“orange drink we know today. It is now the trademark name for a line of flavored drinks
around the world.

Diet coke: The extension of the coca-cola name began in 1982 with the introduction of
diet coke (also called coca-cola light in some countries). Diet coke quickly becomes the
number – one selling low –calorie soft drink in the world.

32
OUR BRANDS
Wouldn’t you to know what Apricot, Coffee, Lychee Nut, Orange, Cola Mix and Sour
Cherry beverages taste like?

One of the most popular areas of the world of Coca-Cola, our Co’s. Atlanta attraction, is
“Taste of the World”, the opportunity to sample some of the many beverages we produce.
As the global leader in the non-alcoholic beverage industry, we offer nearly 300 brands
across almost 200 countries. Many of these brands, including soft drinks, fruit juices,
bottles water and sports drinks, are only available in specific reason for this is simple:
different people like different beverages at different times, for different reasons.
So pour yourself a virtual glass of something you have never experienced before. Take a
look at some of the many brands we offer to people around the world.

COCA-COLA

Coca-Cola is the most popular and biggest selling soft drink in history, as well as the best
known product in the world. Created in Atlanta, Georgia by Dr. John S. Pemberton, Coca-
Cola was first offered as a fountain beverage by mixing Coca-Cola syrup with Carbonated
water. Coca-Cola was registered as a trademark in 1895. Coca-Cola was being sold in every
state and territory in the United States. In 1899, the Co. began franchised bottling
operations in the United States. Today, you can find Coca-Cola in virtually every part of the
world and the Coca-Cola Co. has more than 230 beverages to its portfolio.

33
DIET COKE

“Looking good and tasting great”

Diet Coke was born in 1982 and quickly became the No.1 sugar free drink in diet –
conscious America, known as Diet Coke in the U.S., Canada, Australia and Great Britain
and as Coca-Cola light in other countries; it’s now the No.3 soft drink in the world. It’s the
drink for people who want no calories, but plenty of taste. Ad campaigns around the world
for diet coke share a playful, sophisticated and sexy attitude.
Visit our Audio/Video-center to witness how the Diet Coke North American ad campaign
celebrates the real and human attributes that make people alluring in the eyes of others.

FANTA:

The Coca-Cola Co. acquired a favorite in Europe since the 1940’s, Fanta in 1960. Fanta
Orange is the core flavor, representing about 70% of sales, but other citrus and fruit flavors
have their own solid fan base.
Consumers around the world, particularly teens, fondly associate FANTA with happiness
and special times with friends and family. This positive imagery is driven by the brand’s

34
fun, playful personality, which goes hand in hand with the bright color (particularly
orange), bold fruit taste, and tingly carbonation. Fanta sells best in Brazil, Germany, Spain,
Japan, Italy and Argentina. Fanta distribution was increased in the U.S. in 2001 with the
return of four flavors: Orange, strawberry, pineapple and grape. Orange, the biggest seller,
is now available in most of the country.

LIMCA:

“Light and Lemony”

This thirst quenching beverage features a fresh, light lemon-lime taste and fun-loving
attitude. It’s a homegrown, national treasure in India, where the Coca-Cola Co. acquired it
in 1993. The product’s invigoration taste and cloudy look haven’t changed, but the brand
has been revitalized with a new marketing campaign. Limca continues to build a loyal
following among young adults who love the lighthearted way it compliments the best
moments of their lives. It’s also become a hit in many Persian Gulf countries. Grab a Limca
and go.

MAAZA:

“Yaari Dosti Taaza Maaza”

35
with the real fruits taste kids love, plus added calcium, Maaza’s tagline, “Yaari-Dosti
Taaza Maaza “means” Friendship moments with fresh Maaza”in Hindi. Maaza was
introduced in India in 1984 as a no carbonated mango fruit drink. It was acquired by the
Coca-Cola Co. in 1993 and is currently available in three flavors, mango, pineapple and
orange plus added calcium.

SPRITE:

“Clear, crisp, refreshing.”

Introduced in 1960, Sprite is the world’s leading lemon lime flavored soft drink. Sprite is
sold in more than 190 countries and ranks as the No.4 soft drink worldwide, with a strong
appeal to young people. Millions of people enjoy Sprite because of its crisp, clean taste that
really quenches your thirst. But also has an honest, straightforward attitude about things
that sets it apart from other soft drinks. Sprite encourages you to be true to who you are and
to obey your thirst.

THUMPS UP:

“Strong Cola Taste, exciting personality”:

36
Thumps Up is the leading carbonated soft drink and most trusted brand in India, originally
introduced in 1977, it was acquired by the Coca-Cola Co. in 1993. it is known for it’s
strong, fizzy taste and it’s confident, mature and uniquely masculine attitude. This brand
clearly seeks to separate the men from the boys.

37
COCA-COLA’S: CREATIVITY IN ADVERTISIMENT
COCA-COLA:

“Thanda Matlab Coca-Cola”

This ad is creative in the sense that, while enjoying they can use the word “Coca-Cola” in
the place of “Thanda”. The word thanda has been made to be synonymous to Coca-Cola.
The Ad is made to target the common people who wish to quench their thirst by just asking
for any brand instead of Coca-Cola. While doing such they may extend their taste, behavior
$preference towards Coca-Cola. The main theme of this slogan is to make the brand
common for every person and at every time.

THUMPS UP:
“Taste the thunder”
This advertisement is also creative. The slogan itself refers the thundering idea. It
challenges the teenagers for the taste. It is well known the today’s youth want to do
something extraordinary.
They want to show themselves superior. So company is exploiting the mentality of today’s
youth that the product is for them who want to accept the challenges.

SPRITE:
“Dekhave pe na jao apni akal lagao”
The creative advertisement refers that don’t go on exposure. Try to go on rationality. It
made for those people who want to do their work by their own opinion and taste.
Now a days everything is full of exposure that is made to attract the people and such type of
products always give the dissatisfaction among the people. Therefore the world’s biggest
soft drink company has made a product for the man who doesn’t try to go on exposure and
who always believe in rationality i.e. sprite.

38
LIMCA:
“Just! Take it Easy”
It is well known that lemon in used to overcome the stress as well as it helps in digesting.
Regarding this truth Coca-Cola made its product Limca, to follow the principle of lemon.
To refers that if someone is in the depth of stress and strain and he want to refresh himself,
he must go on lemon flavor, Limca is the best.

COCA-COLA INDIA-OUR VISION

Provide exceptional strategic leadership on the Coca-Cola India system, resulting in
consumer and customer preference and loyalty, through Coca-Cola’s commitment to them
and in a highly profitable Coca-Cola corporate branded beverages system.

39
BRAND IN INDIAN ORIGIN

GOLD SPOT: this orange carbonate soft drink was introduced in the early 1950c, and
acquired by the coca-cola company in 1993, its tangy taste has been popular with Indian
teenagers

LIMCA: It is thirst-quenching beverage features a fresh and light lemon-lime taste and
lighthearted attitude. The limca brand was introduced in 1971 and acquired by the coca-
cola company in 1993.

MAAZA: Maaza, launched in 1984 and acquired by the coca-cola company in 1993, is a
non carbonated mango soft drink with a rich, juice & natural mango taste.

THUMPS UP: in 1993, the coca-cola company acquired this brand, which was originally
introduced in 1977. Its strong and fizzy taste makes it unique carbonated Indian cola.

40
BRANDS IN INDIA

41
ADVERTISEMENT AND PUNCH LINE OF COCA-COLA

1936 - Its The Refreshing Thing To Do.

1942 - Its the Real Thing.

1943 - Global High Sign.

1959 - Be Really Refreshed.

1962 - Thing Go Better With Coke.

1969 - Its the Real Thing.

1970 - I`D Like To Buy The World A Coke.

1976 - Coke Add Life.

1982 - Coke Is It.

1986 - Catch The Wave.

1989 - You Can’t Beat the Feeling.

1993 - Always Coca-Cola

1998 - Eat Music, Sleep Music, and Drink

Only Coca-Cola.

42
1999 - Jo Chaho Ho Jaye Coca-Cola Enjoy.

2000 - I Want Hritik And I Want Coke.

2002 - Thanda Matlab Coca-Cola

2003 - Jiyo Thanda Piyo Thanda.

2008 - Aaaj Tu Jashan Manna Le

43
1. The world’s largest spherical coca-cola sign is in Nagoya, Japan a top the dial –
Nagoya building in front of the Nagoya railway station. The sing is a double
sphere constructed from more then 46 tone of steel, more 940meter of neon
tubing, and more then, 879 light bulbs. The outer shape features the coca-cola logo
and contour bottle, while the inner sphere portrays a comic scene with twinkling
planets and stars.

2. One of the world’s largest signs for coca-cola is located on a hill called
“ELHACHA” in America, Chile. It is 400 feet wide and 131 feet high and is made
from 70,000, 26 ounce bottles.

3. The first out door paint sign advertising coca-cola still exists. It was painted in
1894 in Cartersville, Georgia.

4. Coca-cola is one of the world’s most recognizable trademarks recognized in

countries that account for 98 percent of the world’s population.

5. If all the coca-cola ever produced were in 8- ounce bottles. And these bottles were
distributed to each person in the world. There would be 678 bottles or over 42
gallons for each person.

6. If all the coca-cola ever produced were in 8 – ounce bottles, placed side by side
and end to end to from a lane highway, it would wrap around the earth 82 times.

7. If all the coca-cola ever produced were flowing over Niagara fall at its normal rate
of 105 million gallons per second instead of water, the falls would flow for about a
day and a half 38 hours and 46 minutes.

44
 8. the largest representation of the world’s best known package 100 foot tall glass
contour bottle is located at world of coca-cola, LAS VEGAS

Jon Styth Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta, Georgia
it was May 1861 when the pharmacist concocted a caramel colored syrup in three–legged
brass kettle in his backyard. He first distributed the new product by carrying Coca-Cola in a
jug cown enjoys in a glass of Coca-Cola at the soda fountain. Whether by design or
accident, carbonated water was teamed with the new syrup, producing a drink that was
proclaimed “Delicious and Refreshing”.
Dr. Pemberton’s Partner and bookkeeper, Mr. Frank Robinson, suggested the name and
penned as “Coca-Cola” in the unique flowing script that is still famous worldwide today.
Dr. Pemberton’s sold 25 gallons of syrup, shipped in bright Red wooden kegs. Red has been
a distinctive color associated with the No.1 soft drink brand ever since. For his efforts, Dr.
Pemberton grossed $ 50 and spent $ 73.96 on advertising, by 1891, Atlanta chemist as a
G.Canler had acquired complete ownership of the Coca-Cola business.
He purchases it from the Dr.Pemberton family for $ 2300. With in 4 year his merchandising
flair helped to expand the consumption of Coca-Cola to over $25 million.
Robert W. woodruff become the president of the Coca-Cola company in 1923 and his more
than six decades of leadership took the business of commercial success making Coca-Cola
an institution the world over. Coca-Cola begins as a never tonic, but candy merchant Joseph
A. Biedenharn of Mississippi was looking for awry to serve refreshing beverages. He
responded to this demand began offering bottle Coca-Cola using syrup shipped from
Atlanta, during a hot summer in 1894.

45
MARKETING MIX & STRATEGIES ADOPTED BY
COCA-COLA

Marketing mix of any organization consists of 4 P’s i.e. Product, price, place and
promotion having its own significance, that varies from one organization to the other. in
coca – cola the information about all the 4 P`s that can be available to me is given here:

PRODUCT: Product mix of coca-cola consists of the various brand packs and flavor given
in the table. Product strategy of the coca-cola is to promote all brands available in the brand
packs and to introduce the product in new flavor is also introduced.

PRICE: Regarding the pricing policy or the price to the distributor is not disclosed to me,
but as done for the different product of the company, company has priced the product same
as that of its major competitor or the market leader.

PLACE: The coca-cola company in India is governed from its corporate office located at
Gurgaon in Haryana. It governs the working of five zones covering whole India these zones
are –north zone , eastern zone , western – zone , southern zone and Andhra Pradesh zone .
These zones are divided in to various. Plant, which govern the area assigned to them. The
area is the various distribution centers called distributors and C&F agents. Then come the
retailers / customer for the company’s product,

They receive good from distributor and c&f agent. Finally consumer is there, having the
product from the consumer’s shops or delivered to their home, it is more clearly visible
through this chart. The coca-cola company, which gave its reach to the mouth of billion of
people all around the world having a wide distribution, network. In India, the pace and
Speed at which coca-cola has widened its business is really amazing. Distribution network
is the biggest strength of the company.

46
PROMOTION: this past of the marketing is playing a very vital and important role in
the current situation in India. Looking at the competition and promotion and advertising
budget of both the companies coca-cola and Pepsi, one can easily estimate the importance
of this. The promotion mix of coca-cola is divided in to top line promotion and below the
line promotion.
Top line promotion includes the promotion designed and done by the company’s
corporate office of Gurgaon and the office of Bombay T.V ads , design of banner , and
other p-s done by the company simultaneously all around India with no difference in
designs etc fall in this category . Below the line promotion includes the promotion
schemes, publicity material, POS display done by the company from zonal, plant, sale
manager and area sales manager level. At the sales manager and area sales manager level
the promotion done exclusively for the cities in their respective area and other POS
display.

47
COMMITMENT TOWARDS INDIAN BRANDS

Coca-Cola India (CCI) has implemented aggressive strategies for all the five brands
acquired from Parle. The strategies adopted are in concern with the long –term plans of
Coca-Cola India. The Coca-Cola Co. is the world’s largest beverage Co. and is the leading
producer and marketer of soft drink. The Co. markets 4 of the world’s top 5 brands,
including Diet Coke, Fanta Sprite.

As the 200ml returnable Glass Bottle (RGB) has become the popular package size of the
Indian Carbonated soft Drink Industry. Thumps-up and limca are now available in 200ml
RGB, 300ml RGB, 500mlPET, 2lt PET, 330mlcans thus , along with Coca-Cola and Fanta,
the Indian consumer has a choice of 4 brands in cans. Collectively, the choice in package
sizes available to consumers is now wider than ever before. This has also generated
incremental volume growth at the retail level adding positively to the per capita
consumption in the country.

While thumps Up has always been India’s leading Carbonated soft drinks, Limca is the No.
1 brand in the cloudy lemon segment. From 1993 till date, inputs in both the brands ran the
gamut in advertising to packaging, raising brand awareness to unprecedented levels. The
investment in acquiring these brands and the proceeding inputs there in has seen these
brands grow admirably. While Thumps-up has grown over 50% over the last 3Yrs , Limca
has grown over 20%.Thumps-Up recorded a phenomenal growth of 54% in the Mumbai
market in March 1997, the first month of the launch of the new logo. The new logo that has
a strong streak of blue speed lines adding a powerful element of speed and adventure was
featured on 500ml refillable “thunder Pack” bottles. Research conducted by “research
International” in Mumbai showed that 84% of Thumps-Up consumers preferred the new
logo to the old one.

48
COCA-COLA IN INDIA

Coca-Cola, the product that has given the world its best-known taste was born in Atlanta,
Georgia, on May 8, 1886. Coca-Cola Company is the world’s leading manufacturer,
marketer and distributor of non-alcoholic beverage concentrates and syrups, used to
produce nearly 400 beverage brands. It sells beverage concentrates and syrups to bottling
and canning operators, distributors, fountain retailers and fountain wholesalers. The
Company’s beverage products comprises of bottled and canned soft drinks as well as
concentrates, syrups and not-ready-to-drink powder products. In addition to this, it also
produces and markets sports drinks, tea and coffee. The Coca-Cola Company began
building its global network in the 1920s. Now operating in more than 200 countries and
producing nearly 400 brands, the Coca-Cola system has successfully applied a simple
formula on a global scale: “Provide a moment of refreshment for a small amount of money-
a billion times a day.”

The Coca-Cola Company and its network of bottlers comprise the most sophisticated and
pervasive production and distribution system in the world. More than anything, that system
is dedicated to people working long and hard to sell the products manufactured by the
Company. This unique worldwide system has made The Coca-Cola Company the world’s
premier soft-drink enterprise. From Boston to Beijing, from Montreal to Moscow, Coca-
Cola, more than any other consumer product, has brought pleasure to thirsty consumers
around the globe. For more than 115 years, Coca-Cola has created a special moment of
pleasure for hundreds of millions of people every day.

The Company aims at increasing shareowner value over time. It accomplishes this by
working with its business partners to deliver satisfaction and value to consumers through a
worldwide system of superior brands and services, thus increasing brand equity on a global
basis. They aim at managing their business well with people who are strongly committed to
the Company values and culture and providing an appropriately controlled environment, to
meet business goals and objectives. The associates of this Company jointly take

49
responsibility to ensure compliance with the framework of policies and protect the
Company’s assets and resources whilst limiting business risks.

50
HINDUSTAN COCA-COLA BEVERAGES
PRIVATE LIMITED (HCCBPL)

Coca-Cola was first introduced by John Syth Pemberton, a pharmacist, in the year 1886 in
Atlanta, Georgia when he concocted caramel-colored syrup in a three-legged brass kettle in
his backyard. He first “distributed” the product by carrying it in a jug down the street to
Jacob’s Pharmacy and customers bought the drink for five cents at the soda fountain.
Carbonated water was teamed with the new syrup, whether by accident or otherwise,
producing a drink that was proclaimed “delicious and refreshing”, a theme that continues to
echo today wherever Coca-Cola is enjoyed.

Dr. Pemberton’s partner and book-keeper, Frank M. Robinson, suggested the name and
penned “Coca-Cola” in the unique flowing script that is famous worldwide even today. He
suggested that “the two Cs would look well in advertising.” The first newspaper ad for
Coca-Cola soon appeared in The Atlanta Journal, inviting thirsty citizens to try “the new
and popular soda fountain drink.” Hand-painted oil cloth signs reading “Coca-Cola”
appeared on store awnings, with the suggestions “Drink” added to inform passersby that the
new beverage was for soda fountain refreshment.

Coca-Cola is made up of 7000 local employees, 500 managers, over 60 manufacturing

locations, 27 Company Owned Bottling Operations (COBO), 17 Franchisee Owned
Bottling Operations (FOBO) and a network of 29 Contract Packers that facilitate the
manufacture process of a range of products for the company. It also has a supporting
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.

51
“Think local, act local”, is the mantra that Coca-Cola follows, with punch lines like “Life
ho to aisi” for Urban India and “Thanda Matlab Coca-Cola” for Rural India. This resulted
in a 37% growth rate in rural India visa-vie 24% growth seen in urban India. Between 2001
and 2003, the per capita consumption of cold drinks doubled due to the launch of the new
packaging of 200 ml returnable glass bottles which were made available at a price of Rs.5
per bottle. This new market accounted for over 80% of India’s new Coca-Cola drinkers. At
Coca-Cola, they have a long standing belief that everyone who touches their business
should benefit, thereby inducing them to uphold these values, enabling the Company to
achieve success, recognition and loyalty worldwide.

MANIFESTO FOR GROWTH

VALUES
The values that the employees in the Company are expected to keep up to and work by
regularly are as follows:

 LEADERSHIP: To take an initiative and lead, motivate and drive the team with energy
and zeal, to deliver outstanding results.
 INNOVATION: To continuously strive for progress and reach the next level of
excellence in everything we do.
 PASSION: To be deeply committed and display drive and energy in the quest to deliver
outstanding performance.
 TEAMWORK: To unite for greater strength and work collectively as a group towards
the achievement of common goals.
 OWNERSHIP: To think and act like owners at all levels; to have decisions taken at the
lowest appropriate level.
 ACCOUNTABILITY: To be individually and transparently accountable to our
colleagues for delivering agreed targets and goals.

52
VISION FOR SUSTAINABLE GROWTH

To provide exceptional strategic leadership in the Coca-Cola India System-resulting in

consumer and customer preference and loyalty, through Coca-Cola’s commitment to them,
and in a highly profitable Coca-Cola Corporate branded beverages system.

MISSION

To create consumer products, services and communications, customer service and bottling
system strategies, processes and tools in order to create competitive advantage and deliver
superior value to;

 Consumers as a superior beverage experience

 Consumers as an opportunity to grow profits through the use of finished drinks
 Bottlers as an opportunity to grow profits in volumes
 Bottlers as a trademark enhancement and positive economic value added
 Suppliers as an opportunity to make reasonable profits when creating real value-added
in an environment of system-wide team work, flexible business system and continuous
improvement

QUALITY POLICY
“To ensure customer delight, we commit to quality in our thoughts, deeds and actions by
continually improving our processes…Every time.”

53
ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT
IN HCCBPL

54
 ORGANIZATION STRUCTURE OF THE SALES
DEPARTMENT

MANUFACTURING UNIT OF HCCBPL

The manufacturing unit of HCCBPL, situated at Bidadi, is the third largest plant and one of
the bottling operations owned by the company. The Plant has one PET line which has the
capacity of yielding 209 bottles, per minute, two RGB (Returnable glass bottles) lines
which yields 600 bottles per minute each and one Juice line which yield 155 bottles per
minute. It caters to the whole of South Karnataka through a network of more than 80
distributors. There are three depots in Bangalore; North Depot, East Depot and Mega
Depot.

Manufacturing Plant,
Bidadi

Sales and
Distribution
Operations

Distributors Outlets

Outlets

55
 CHAIN FOLLOWED FROM MANUFACTURE TO
DISTRIBUTION

THE COCA-COLA PROMISE

The coca-cola company exists to benefits and refreshes every one it touches. The basic
proposition of our business is simple, solid and timeless when we bring refreshment, value,
joy and fun to our stakeholders then we successfully nurture and protect our brand,
particularly coca-cola. That is the key to fulfilling our ultimate obligation to provide
consistently attractive to the owner so four business.

More then a billion times every day, thirsty people around the world reach for coca-cola
products for refreshment. They deserve the highest

Quality – every time. Our promise to deliver that quality is the most important promise we
make. and it involves a world-wide , yet distinctively local , network of bottling partner ,
supplier , distributor and retailers whose success is paramount to our own. Our investment
in local communities in over 200 countries totals billions of dollars in jobs, facilities,
marketing, the purchase of local good and services, and local business partnership. Always
and every where , we pursue continuous innovation in the products we offer the processes
we use to make them, the package we develop and the way we bring them to market .

56
YOUR HEALTH AND OUR BEVERAGES

There is growing confusion about what constitutes a health diet. With so mush conflicting
information available about health and nutrition, it can be very difficult to determine what
is accurate and what is not.
The truth is that soft drink and beverages have a place in a healthy lifestyle. A healthy diet
incorporates the basic principles of variety, balance and moderation without sacrificing
enjoyment.

HEALTH AND OUR BEVERAGES --- THE FACTS

 Soft drinks do not contribute to diabetes.

 The caffeine and phosphoric acid in soft drinks does not affect bone health

 The sugar in soft drinks does not cause children to be hyperactive.

 The consumption of soft drinks has not affected calcium consumption.

 Sugar consumption has not been shown to cause obesity.

 The amount of sugar and calories in soft drinks is about the same as many fruit juices

57
COCA-COLA INDIA-OUR VISION

Provide exceptional strategic leadership on the Coca-Cola India system, resulting in

customer preference and loyalty, through Coca-Cola’s commitment to them and in a highly

profitable Coca-Cola corporate branded beverages system.

THE COCA-COLA-MISSION

“THE BEST GLOBAL COMPANY”

The mission of Coca-Cola Co. is to increase shareowner value over time. The Co.
accomplishes the mission by working with its business partners to deliver satisfaction and
values to its customers, through world wide system of superior brands and services, thus
increasing brand equity on a global basis, create consumer products, services and
communications, customer service and bottling strategies, process and tools in order to
create competitive advantage and deliver superior value.

58
 STRATEGIES ADOPTED BY COCA-COLA
COCA COLA’S GLOBALIZATION STRATEGIES

The Coca Cola Company is global player and approximately 70 percent of its volume and
80 percent of its profit come from outside the United State of America. Although it was
perceived as a standardized brand across the world, Coca Cola had been quietly fine turning
its international marketing strategies to suit the needs of individual national markets. Only
the brands Coca-Cola, Sprite and Fanta were marketed globally. In Latin American and
Europe, where a heavy consumer preferred existed for lemon lime and orange sodas. Coke
had developed a wide range of formulations and flavors to cater the needs of different
countries. In Indonesia Coke had been selling pineapple and banana flavored sodas which
had been carefully developed to suit local preferences. In Japan, Coca-Cola had added a
coffee drink called Georgia and energy healthy drink named Aquarius to its product line. In
India, the Coca-Cola Company acquired the brands Limca, Maaza and Thums Up in 1993.

59
SOFT DRINK PENETRATION IN THE UK

VIS-A-VIS INDIA

CSDpenetration in Britain, a nation of 58 million, is almost 100 percent. There is nowhere

that marketers can go with their cans. Compare this to India, an emerging market of 1
billion people where penetration at national level is 13%. In rural India, it is less than 5%.
The per capita consumption of soft drinks (calculated as litres of soft drink per head per
year) in the UK is 203 while in India it has moved to nearly 7 from less than 1 pre-1990.
There is plenty of room still for an upsurge since this level is lower than other emerging
economies in South Asia, such as Pakistan at 19, Srilanka at 23, and the Philippnes at 175
and Thailand at 100.

AFFORDABILITY: A KEY ISSUE IN INDIA

Affordability is the primary reason behind the low penetration of CSDs in India. They
attract high taxes, being treated as luxury goods by the Indian government. This makes
them one of the most expensive impulse foods for single serve consumption vis-à-vis others
in the same category like chocolates, biscuits, ice-creams and wafers, all of which have a
much lower entry price point. This makes CSDs unaffordable to a vast majority of Indian
consumers, a country with per capita income of
$300
This apart, CSD consumption is extremely seasonal, skewed to summer and mainly outside
the home. Since a large proportion of women are confined to home, soft drink penetration
among women is much lower. Also, India with long spells of scorching heat has problems
with cooling infrastructure. Fast moving consumer goods outlets in India, soft drink outlets
make up less than one third, many of whom don’t own electrical cooling equipment.

60
MORE FIZZ IN INDIA THAN IN THE UK
The low penetration of CSDs in India presents a huge opportunity for Coca-Cola and Pepsi
(these are the only two beverage companies in India) to grow the category. Coke, for
certain, is pushing the brand in emerging markets like India and China rather than in mature
markets like the UK. For instance in India, both is focused on extending distribution into
rural regions. This explains why they spent millions of rupees introducing smaller packs,
200ml bottles, at a cheaper price. Developing low cost home packs and creating numerous
occasions to drink CSDs are also part of the new strategy.

CSD GROWTH CHART: INDIA

The soft drinks market in India has registered significant growth rates after the liberazation
of the economy in the early 90’s . this phase of liberalization brought PepsiCo to India’s
shores in the 1989 and Coca-Cola for the second time in 1993. (it had exited from the
country in 1977 when the then socialist government obliged foreign companies to shed
majority stakes in favour of growth , in healthy double digits , through the first half of the
90’s but has declined to single digit level in the last few years. This is due to three reasons:
the general economic slowdown, frequent price increases in the last 3 years and the
emergence of cheaper alternatives such as powdered concentrates and bottled water.

61
COKE& PEPSI IN INDIA: A BRUISING COLA WAR

Coke and Pepsi together spend 40 million pounds annually in outdoing one another. Even
though the potential of carbonated drink is enormous in India, coke is not banking on CSDs
alone to fuel growth. A lesson well learns from developed markets like the UK. It has
entered new areas like kinley water, Georgia tea and coffee and its Sun fill dilutable drink.
These are its biggest growth engines in India at the moment. In fact, from single-serve
water bottles, Coke has now moved into the 20-litre home packs, which has given it
substantial market share. It is number two in the water business next only to the home-
grown Bisleri.

Pepsi, like its counterpart in the UK, has been a laggard in this respect. Even though it has
launched Aquafina water in India, Pepsi does not seem to be pushing it. It has no presence
in the dilutable category.
But in contrast to the UK, the Pepsi brand has a huge presence in India, both in volume and
brand image. In fact, its exemplary marketing acumen took it ahead of Coke in the early
days and, even today, Pepsi and Coke are running neek and neck in cola shares-explaining
the high pitch cola war on the Indian soil.

62
 Chapter – IV
Research Methodology

63
 Chapter - IV

Research Methodology

OBJECTIVES OF THE STUDY

 To analyze the marketing strategies of Hindustan Coca-Cola Beverages Pvt. Ltd.

 To analyze the comparative analysis of Coke in respect to Pepsi.
 To analyze the marketing mix and promotional strategies adopted by Hindustan Coca-
Cola Beverages Pvt. Ltd.

RESEARCH DESIGN

Research Methodology is a way to systematically solve the problem. It may be understood

as a science of studying how research is done scientifically. In it we study the various steps
that are generally adopted by the researcher in studying his research problem along with
logic behind them. it is necessary for the researcher to know not only the research
methods/techniques but also the methodology used. Researchers not only need to know
how to develop certain indices or tests, how to calculate mean or median or mode, how to
apply particular research techniques but must also know which of these methods or
techniques are relevant and what would they mean and indicate and why. Research process
consists of series of actions or steps necessary to effectively carry out the research.
The function of research design is to provide for collection of relevant evidence with
minimal expenditure of time effort and money. I followed the census method as I did daily
route riding along with the executives and the salesmen. I got opportunity to meet and
interact with each one of the retailers and closely came to know specific need of the
promotion of Coca-Cola in the market as a whole. I covered the distribution area under
highways at Ghaziabad, Modinagar and little area of NCR region. Under the supervision I
got number of relevant data from on spot inspection and personal observation.

64
METHODS OF DATA COLLECTION:

Observation and interaction with the retailers provided me in depth knowledge about the
availability of changes in promotional items provided by Pepsi and Coca-Cola by the
distributors. I collected all vital data from the outlets visits and survey during my summer
training and which would be of high consideration regarding the designing of the coming
years marketing budget by the Coca-Cola Company.
The survey sheet was instantaneously equipped of data duly observed by me and in a
systematic manner. The data thus inculcated is through Primary Source by Personal
Interviews, Enquiries and Observation. The responses thus received were also encouraging
on my behalf and as well as the company.

1.) MARKETING RESEARCH OBJECTIVES:

a. To undertake a market study to know the Coca-Cola promotion on the highways.

b. Comparative sales promotion (accessories) analysis with regard to Pepsi and Coca-

Cola.

2. TYPE OF STUDY : EXPLORATORY

3. RESEARCH AREA : GREATER NOIDA

4. SOURCE OF INFORMATION : (PRIMARY)

In this type of data collection mode the interviewer uses the wording and order that seems
most appropriate in the context of each interview. These interviews are useful in obtaining a
clearer understanding of the problem and determining what areas should be investigated.

65
5 DATA COLLECTION INSTRUMENT : (SURVEY

SHEET)

There are several ways of collecting the information considerably in the context of

money costs, time and other resources at the disposal of the researcher. I collected

data for my project work through the medium of Survey Sheets In this method I got

the prepared sheets from the company comprising of relevant questions related with

my project. Then I contacted respondents on their shops along with the sheets for

collecting the information.

6.) RESEARCH APPROACH: (SURVEY METHOD)

7.) SAMPLING PLAN:

Sample design is a definite plan determined before any data are actually collected for
obtaining a sample for a given population. The sample design to be used must be
decided by the researcher taking into consideration the nature of inquiry and other
related factors.

I have paid attention on the following points while designing the sample:
a) Target population
b) Sample Unit
c) Sampling Size
d) Sampling Method

66
a). TARGET POPULATION:
The population of the study consisted of retailers and dealers. Target population was
taken from the city of Greater noida.

b). SAMPLING UNIT:

Random sampling is chosen that is where any outlet of the whole population was
likely to be selected as any other outlet that is all the outlets of the population have
equal chances. Shops pursuing promotional tools (both dealers and retailers) in
Greater noida city.

c). SAMPLE SIZE:

A total of 250 shops are observed from the city GREATER NOIDA.

d). SAMPLING METHOD: Purposive Sampling

THE DATA REGARDING
 How the accessories can be acquired?
 When the accessories did come into distribution channeling ?
 Were the retailers informed on the distribution?
 What encouraged them to posses the accessories?
 Are they enjoying back up from the company for promotional activities?

5. The time constraint was also prevalent as there was not abundant time for a detail study
to be conducted among the retailers and dealers.

6. The financial limitations could also be felt as the funding regarding the survey was not
subjected which lead to a lack in an in-depth study to be undertaken.

67
 Chapter –V
Data Analysis and Interpretation

68
 Chapter - V
Data Analysis and Interpretation
(Comparative study of marketing strategies adopted by Coco-
Cola and Pepsi)

HIGHWAY ANALYSIS
An indigenous effort on the behalf of the surveyor in order to be very cautious while
collection of the raw data that is of primary nature of promotion at highways.
This highway is a part of the study undertaken on the behalf of the Coca-Cola Co. in
order to help it design out its next coming years marketing and advertising are
performed in order to capture the psychological attention of the passed by in order to
refresh them.
The study is thereby based on the primary data collected at various refreshing outlets
being covered on the major highways of – Delhi and NCR region. It is basically a
comparative study between the two major “Colagiants”-PEPSI and Coke.

The two major routes being covered during my survey on the project are:

 Greater noida ( Sec-37) To Surajpur.(Route having Pepsi’s- Devyani Bottling Plant)

 Vijay Nagar Check Post To Garh Ganga.(Route having Coca-Cola’s Ghaziabad
Production Plant)

69
 MARKET PROMOTION ANALYSIS

The research approach being followed in Greater noida Market is regarding the supervision
of various outlets, which is one of the major consumable highways. There was a special
inspection done onto the statistical need of various sales promoting accessories being
provided to the retailers.

The distributing unit cover’s the over all supply to the market with his efficient sales force
in application. The unit here has a daily requirement of 550 carets of 200ml &300mlof
Coke, Thumps Up, Fanta, Limca and Sprite. Whereas the pet consumption is concerned the
scenario is:-
 500 ml – 65 packs.
 2 ltr. - 30 packs.
 1ltr. - 70 packs (Kinley- Distilled Water)
# LIMCA being the most demanded range of soft drink.

70
TABLE-1
Various consolidated figures representing the share of both COCA-COLA and PEPSI on
Greater noida Sec (37) to Surajpur Highway.

CATEGORY COCA-COLA PEPSI

GSB 8 20
DPS 7 18
COUNTER 9 23

TABLE-CHAIR &
UMBRELLA
2 7

WALL PAINTING 13 35
SGA 35 43
RACK 18 24

Total Number of outlets: 71

Major Areas covered under this Highway:
 Surajpur Dadri Road (market).
 Sutyana.
 Haldwani Crossing.
 Bhangel.
 Kulesra.
 Salarpur.
 Baraula.
 Greater noida (sec.37-49).

71
TABLE-II
Similar consolidated data in respect of the market share of both COCA-COLA and PEPSI
on Vijay Nagar (check post) to Garh Ganga.

CATEGORY COCA-COLA PEPSI

GSB 83 67
DPS 23 15
COUNTER 39 42

TABLE-CHAIR &
UMBRELLA
11 6

WALL PAINTING 59 41
SGA 64 53
RACK 73 61

Total Number of outlets : 121

Major Areas covered under this Highway:
 Vijay Nagar.
 Masuri.
 Hapur.
 Pilakhwa.
 Gulawati.
 Garh Ganga.

72
:

73
 DATA ANALYSIS & INTERPRETATION

GLOW SING BOARD

The study here revealed that usually the outlets had GSB’s distribution at a large scale but
they did not cover the entire area. Coca-Cola though had a good promotional share but
Pepsi was not far behind and also gave a challenging stand. Being an era that did not had an
outstanding exposure the outlets were of small entity and were provided with the GSB.

COCA-
83
COLA
PEPSI 67

74
 DEALER PRINTED SIGN BOARD:

Under the area study it could be seen that both Coca-Cola as well as Pepsi did not provided
DPS’s at various outlets, as it is a general view that they are being given at large consuming
outlets. But taking in consideration the market potential here not many of the outlets could
claim such accessories. In all the distribution of it is not lead emphasis thereon by the
companies

COCA-
23
COLA
PEPSI 15

75
 COUNTERS:-

During the study it was observed that over the entire the market region under this category
the COCA-cola CO. FELL BEHIND Pepsi and also the total distribution was not even.
many of the outlets were at commercial places that induced the framework of their own
private interior where there is no scope of counters. They are most needed at “Pan Bhandar,
Juice Corner or Sweet Shop” which is rarely big consumption units.

COCA-
39
COLA
PEPSI 42

76
 TABLE- CHAIR- UMBRELLA

While covering the entire area it was very surprising to know that the companies had no
satisfactory performance out there. Coca-Cola having plant over this route also did not lay
any outstanding effort. This category resembled a very meager growth here and hardly
makes any sense providing it to such places where you cannot bring about any difference in
the promotion of the product.

COCA-
11
COLA
PEPSI 6

77
 WALL PAINTING

On the survey duration it was observed that in such areas where after every (5-7) a new
small started, where we generally know that people follow signs & painted advertisement.
Thus a close stand by Pepsi was seen and the outlets experienced mostly either Coca-Cola
or Pepsi. But the share of it could not be seen much as the people are already aware of both
the enterprises.

COCA-
59
COLA
PEPSI 41

78
 SALES GENERATING ASSET:-

They are the assets being categorized, which play a vital role in preservation of the products
– refrigerators or iceboxes. Many of the outlets do had them in abundance but others had to
only feed upon one of them. this being the most essential requirement for outlet one who
stocks soft drinks as no one is going to purchase a hot one. A handsome distribution follow
onto the outlets can be seen which also sometimes make people aware of advertising being
done through this source.

COCA-
64
COLA
PEPSI 53

79
 RACKS:-

The entire survey dealt with the distribution of accessories, which are one of the essential
ones to have an impressive promotional outlay. Among the best reviewed one was “racks”
which have been provided at non-accountable reason, which shows that people may place it
at & mark as symbol promotional induction to the retailers.

COCA-
73
COLA
PEPSI 61

They compete vigorously, and at the same time they cooperate smartly with their strategic
partners in their supply and distribution chain.

Every company has a set of department to viewing it as a system for managing core
process. Company must manage and master such basic process order generation to order
fulfillment.
In modern marketing discipline mass market are fragmenting in micro- market, multiple
distribution channel are replacing single channel, price discounting and sales promotion.
Designing the best marketing mix “To make a sale” there is growing emphasis on designing
the best relationship mix for winning and keeping customer. Good customer are an asset
which, when will managed and served, will return a handsome lifetime income stream to
Co.

80
 Relationship marketing is not only a company drives to bond better with their consumer.
Companies also develop mutually profitable relationships with their retailer, supplier and
distributor. If the Co. squeezes its retailer profit unduly, it forces too much product on
distributor the Co. will fail. Smart companies check & balance with their supplier and
distributor in the drive to better serve their ultimate customer.
And marketing, at its best goes beyond meeting existing customer needs. Good company
will meet needs; and great companies will create a market.

81
 TABLE-III

Marketing promotional data being collected through daily survey as to the scenario of both
Coca-Cola and Pepsi and inspecting the need of the promotional accessories therefore. The
entire highway market being studied started from Sumam theatre to Kadrabad.

CATEGORY COCA-COLA PEPSI NONE

GSB 39 15 4
DPS 31 9 18
COUNTER 28 27 3
TABLE-CHAIR
& 9 5 44
UMBRELLA
WALL
31 17 10
PAINTING
SGA 29 26 3
RACK 27 29 2

Total Number of Outlets: 58

Major Market Area Covered on the Highway:
Suman Theatre.
Govindpuri.
Rajchopla
Kadrabad.

82
 GLOW SIGN BOARD:-

Being a small market equipped of various small shops and cool corners they mostly
possessed the GSB’s. while at some big outlets there may be 2 or more. Taking into
consideration this market Pepsi has a high competitive share with Coca-Cola, which need to
be taken care of.

DEALER PRINTED SIGN BOARD:-

83
Many of the outlets were provided the DPS’s while the market promotional activities had
been conducted. Pepsi though behind Coca-Cola in this category had not lead down much
emphasis on it. Usually found at bigger outlets that do bulk stocking of the product as the
company’s advertising is being featured on it.

COUNTERS:-

84
Both Pepsi as well as Coca-Cola go hand in hand under this criterion. On regular basis the
counters of Coca-Cola were distributed earlier and Pepsi made its distribution later, which
was observed as a result that the later ones seemed new. The counters do add to the outlets
initial impact at the consumer, which attracts him to make the purchase.

TABLE- CHAIR-UMBRELLA :-

85
In the market of Modinagar there’s a limited scope for these accessories as they are found
mostly at open air restaurants having large premises. The restaurants here are not much
sophisticated with gardens or compounds having place to put in Umbrellas, etc. also a
major share of the market is left untouched by such provisions that may flourish in near
future.

86
 WALL-PAINTING:-

Various sweets corners and cooling points at the market bore it. Recently Coca-Cola
revived the entire market painting and turned the whole market in “red”. Thus , at various
Pepsi outlets even the retailers got their display and walls painted red with Coca-Cola’s
advertisements.

87
 SALES GENERATING ASSET:-

There is high demand of refrigerators by the retailers, as they want to have an increase in
the number of SGA’s to stock more. Both Coca-Cola and Pepsi had already provided each
at their respective corners. Under this segment both of them have near about stand this
being one of the basic necessities.

88
 RACK:-

Under this category it’s Pepsi who has taken the lead as a result of their recently organized
rack distribution scheme. The retailers in return had to purchase additional stock for display
on the racks in turn of PET bottles. They do play a major role in the display of the product
outside the cool corners and helps in attracting the consumers

89
 EXPLANATION

1) GSB- GLOW SING BOARD:

It is a display board or hoarding bearing the promotional advertisement of the respective

product of the company. The companies for their product promotion and sales enhancement
usually provide them.

2) DPS-DEALER PRINTED SIGN BOARD :

Display boards of the same nature with an additional feature of the retailer’s name or the
outlet’s name being mentioned on them , in order that the sponsors bear the value –addition
on the behalf of the company. usually provided to stockiest who have large consumption of
the product.

3) COUNTERS:

Wooden or metallic framework provided by the company to the exclusive outlets which
either stock in bulk or which are particular brand outlets. The company in return promises a
certain fixed stock supply

for a certain time period. The counters bear the company’s advertisements as a source of
marketing promotion.

4) TABLE- CHAIR- UMBRELLA:

90
Molded furniture of plastic is being provided at various open-air restaurants or “dhabas” for
the convenience of the customers while their visits. In return the company achieves product
promotion as well as retailers satisfaction. They can also be seen at various street side cafes
and juice corners.

5) WALL PAINTINGS:

Painting of the brand advertisements on the walls of the outlets, which in result attract and
remind the consumers about the product. This makes the consumer aware of the popularity
and promotional effort made on the behalf of the company.

6) SGA-SALES GENERATING ASSET:

Under this category we generally head the refrigeration, visicoolers, and even the old
designed iceboxes. On the other hand it enables to motivate the retailers for better sales on
company’s behalf.

7) RACKS:
They are different types of plastic or material holders, which are used for the display of the
pet and other glass bottle. This creates a healthy exposure of the products, remembrance to
the ultimate consumers.
These all help in generating the company’s brand image at different levels:
 Market

 Retailers

 Consumers

91
 Chapter – VI
Conclusion, Recommendations and
Suggestions

92
 Chapter - VI

Conclusions, Recommendations and Suggestions

CONCLUSION

1) The various retailer had an enormous demand for better GSB’s and in many cases
of DPS for a better, impressive outlet look to attract consumers.

2) The endless demand of visicoolers in order to store large quantity of stock as a part
of marketing and distribution promotional function of the company is studied
therein.

3) The steady flow of the company’s promotional accessories could be felt irrespective
of the consumption of the outlets of the product. For example: racks, counters, sign
boards, etc.

4) In a competitive environment the company got to study the schemes of their closest
rivals, which they followed and in return fulfilled, the needs regarding their outlets
set up.

5) Timely check up of the proper usage of the Co’s assets (SGA) being made as well as
their malfunctioning is rectified.

6) Misuse of the Coca-Cola SGA’s should be brought into consideration as a retailers,

stock, other companies, stock and depreciate the demand of the source company.

7) The archrivals product study can be entertained from the retailers and the privilege
on their part is known which helps in formulation of better marketing promotional
scheme’s

93
8) Pepsi’s regular stockholders be traced and break up by providing motivational
introductory offers enhancing the market capture.

9) Coca-Cola should try to make arrangements so that the marketing representatives

would visit the retail outlets regularly and try to solve the retailers, as well as the
distributors, problems which they usually face during the peak season.

10) Better efficient sales representatives be appointed to update the retailers about the
schemes in comparison to Pepsi. This would encourage a curiosity regarding the
Coca-Cola schemes among them.

94
 LIMITATIONS

The highway survey being conducted as the project work under Hindustan Coca-Cola
Beverages Pvt. Ltd. Mainly dealt with the following limitations:-

 The survey report that was conducted had a pre-defined boundation of interviewing the
retail outlet owners. It’s based on simple observational analysis which may lead to
deflection at the time of conclusion arrival.

 The survey sheet being designed had a limited scope of primary data coverage only. It
did not take into consideration the other availability of supply and Co ground on which
it decided upon the provision of distribution of the promotional accessories.

 During the entire survey the retailers willingness for acquiring the accessories in
accordance with the schemes followed with them could not be noticed. This could be
one of the reasons of the non-appropriate promotional efforts in making an awareness
among the customers

95
Recommendations & Suggestions

1) Although the marketing strategies of Coca-Cola is highly appreciable but it need to be

more efficiently implemented at the grass root level so that the desired goals can be
achieved.

2) Coca-Cola should take more and more marketing steps towards the rural sectors of the
country because it’s still an unconquered market in the terms of Indian soft drink industry.

3) Coca-Cola should not only target the youth but it should also target the aged persons as
well by introducing marketing campaigns that appeals the senior citizens to consume their
soft drink.

4) Coca-Cola should always keep a sharp eye on the marketing strategies of its competitors
so that the company can manipulate their tactics time to time in order to survive in the cut
throat competition prevailing in the market.

5) Coca cola should think about the changing the designing of its Bottles so that it can be
matched with the personality of its consumers.
For example- A curvy pink color bottle will always attract the girls and a muscle
Toned bottle will attract the boys.

96
BIBLIOGRAPHY

BOOKS & JOURNALS

 Kothari Philip, Marketing Management, Prentice Hall India, New Delhi.
 Kothari C.R, Research Methodology, Wishwa Prakashan, New Delhi.
 Aaker & A., D. 1998. Developing business strategies (6th ed.). New York; Chichester:
Wiley.
 Aaker & A., D. 2004. Strategic market management (7th ed.). Hoboken, N.J.: John
Wiley.
 Abell, F., D., Hammond, & S., J. 1979. Strategic market planning: problems and
analytical approaches. Englewood Cliffs; London (etc.)): Prentice-Hall.
 Accountants. C. I. o. M., McShane, P., & Accountants. C. I. o. M. 1988. Management
accounting: strategic planning and marketing; stage 4. Oxford: Butterworth-
Heinemann.
 Boyd, W., H., Walker, C., O., Larrâechâe, & Jean-Claude. 1998. Marketing
management: a strategic approach with a global orientation (4th Ed.). New York:
McGraw.
 Brown, A., J., Sommers, & E., D. 1982. Developing a Strategic Marketing Orientation
in a Large Industrial Firm. Industrial Marketing Management, 11(3): 167.
 Cravens & W., D. 2000. Strategic marketing (6th Ed.). Boston, Mass.; London:
McGraw-Hill.
 Chiquan, Guo, Anand, Kumar, Pornsit, & Jiraporn. 2004. Customer satisfaction and
profitability: is there a lagged effect. Journal of Strategic Marketing, 12(3): 129.
 Daltas, Arthur, McDonald, & Philip. 1987. Barricades to Strategic Marketing
Thinking. Planning Review, 15(1): 8.
 Day & S., G. 1984. Strategic market planning: the pursuit of competitive advantage.
St. Paul: West Pub. Co

WEBSITES
 www.cocacola.com.

97
 www.google.com
 www.coca-colaindia.com

98
 Appendix
Questionnaire

99
 APPENDIX - QUESTIONNARE

Route No. ____________________________

Name of outlet ____________________________
Contact person ____________________________
Address ____________________________

1. Type of Channel:-
(a) Eatery (b) Grocery (c) Convenience (d) Institute (e) Other

2. Infrastructure of retail outlet:-

(A) Pepsi Coca-Cola
(a) Empty (i) (i)

(b) Vision (ii) (ii)

(c ) Ice box (iii) (iii)

(d) Seinage (iv) (iv)

3. Types of Status:
(a) Pepsi monopoly (b) Coca-Cola monopoly
(c) Mix

4. Why you prefer Pepsi /Coke or mix (please. Rank it):

a) Consumer demand
b) Service
c) Scheme
d) Personal relationship with company employee

100
e) Facility provided by the company
f) Relation with root agent
g) Staff frequently visits Company

5. Retailer satisfaction regarding service:

(i) Which company provides better delivery?
a) Pepsi (b) Coke (c) Both (d) None

(ii) Which company vehicle arrives on time?

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

(iii) Which company provides better service in emergency?

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

(iv) Which company’s vehicle is more regular in visit?

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

6. Retailer satisfaction equipment:

(i) Which company provides better scheme (visi/oye)
(a) Pepsi (b) Coke (c) Both (d) None

(ii)Which company provides better scheme for ice box:

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

7. Retailer satisfaction scheme:

(i) Which company comes out with good schemes?

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

101
(ii) Which company executes his marketing scheme?
(a) Pepsi (b) Coke (c) Both (d) None

(iii) Which company provides better option for marketing scheme?

(a) Pepsi (b) Coke (c) Both (d) none

(iv) Which company offers other more trade scheme?

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

(v) Which company offers more value trade scheme?

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

8. Regular satisfaction relationship:

(i) Which company route agent behaves more supportively and professionally?

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

(ii) Which company official visits more frequently?

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

(iii) Which company officer provide better solutions:

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

9. Which soda do you drink more

(a) Regular coca-cola (b) regular Pepsi (c) neither

102
10. Which of the marketing campaign do you prefer?

(a) Always coca-cola

b) Pepsi celebrity campaign

c) don’t know

11. What influences your choice of soda?(regular coca-cola or regular pepsi)

(Select as many as appropriate)

a) Taste

b) b) availability

c) customer loyalty

d) brand image

e) price

f) advertisement

g) don’t drink these two soda’s

12. Which of the soft drink does your local shop offers?

a) Coca-cola

b) Pepsi

c) Both of them

d) Neither

103
e) Don’t know

13. Problems (if any)

14. Suggestions (if any)

104