INTRODUCTION

Now a days throat cut competition in cold drink market taking place in India. The

companies like Pepsi is trying their best to improve the quality and increase the expenditure

of advertisement to get the maximum market share.

Throughout this project report, Researcher intend to find out the retailers perception

about the PEPSI. The study attempt to analyze what retailers think about the PEPSI. In this

project have attempted to meet directly with the retailers to know about the market of

PEPSI,

From 1976 till 1990 all the soft drink in India were indigenous i.e. they were Indian

brands. Since 1976, the period when the soft drinks market was dominated by parle and

other regional brands. The brands of parle were Thums up. Limca, Gold spot, Citra, Maaza.

Other soft drinks were Campa cola, Campa orange, Lemon, Mc Dowels, Thrill, Sprint,

Crush, & Mc Dowells soda. Modern food industries (govt. of India undertakings) has a

product “77”. At the same time various regional soft drink brand played an independent role

in their respective territory e.g. Duke. Etc.

Pepsi-Cola was first made in New Bern, North Carolina in the United States in the early

1890 by pharmacist Caleb Bradham. In 1898, “Brand’s drink” was changed to “Pepsi-Cola”

and later trademarked on June 16, 1903. there are several theories on the origin of the word

“Pepsi”.

The Coca-Cola company entered in India in the year 1950 wit bottling plants in

Bombay, Calcutta, Kanpur and Delhi.

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 In 1950 when the company entered Indian market it have no problem establishing

itself as there was negligible competition offered by the Indian companies and soon it

captured the market. Coca Cola captured about 50% of Indian market but due to certain

problem it has to leave in India market

The second inning of Coca Cola in the Indian market started in the air 1993 when

our country adopted the policy of liberalization and globalization. Coca- Cola lunched in

Agra with the Slogan of ‘OLD WAVE COME TO INDIA AGAIN”.

MARKETING STRATEGY OF COKE

As millions of rural Indians reach for a cold soft drink in the hottest summer in years,

Coca-Cola India seems to have discovered the consumers who could rescue its dismal sales

record. Coca-Cola India totally misjudged rural India, home to two-thirds of the country's 1

billion population, when it re-entered the country a decade ago.

Yet as the country side emerges as the fastest-growing source of demand for

consumer products, the local arm of the US soft drinks giant seems to have learnt its lesson.

"We were just not addressing the masses, that were the problem," says Mr. Sanjeev Gupta,

Coca-Cola's operations chief.

The company's new strategy of smaller bottles, price cuts and advertising that

straddles cities and villages pushed turnover last year up by a quarter to nearly Rs.5000

crore. And Thumbs Up, a local brand that Coca-Cola bought and then ran down, is also

recovering spectacularly. The success of Thumbs Up, whose market share is now roughly

equal to that of marker leader Pepsi at 23 percent, is an embarrassment for Coca-Cola, which

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is in third place with 16.5 percent (from 12 percent three years ago) in India's Rs.8000 crore

soft drinks market. Coca-Cola returned to India after being kicked out by the government in

the mid-1970s. It paid a high price for the then

Market leader, Thumbs Up, and tried to kill it off in the mistaken belief that this would pave

the way for Coca-Cola's rise. Extravagance, unoptimistic and naive reading of the market

and mismanagement of its new bottling assets led Coca-Cola to write down Rs.2000 crore of

its Indian assets in 2000. The greatest indignity is that India is one of the few markets where

Pepsi has outsmarted Coca-Cola.

"Coca-Cola came in blazing but mishandled itself and Thumbs Up. That makes its

recovery all the more remarkable." says Mr. C Srinivasan, chairman of business consultant

AT Kearney India. Coca-Cola's Indian management, now stable after recent flurry of

departures, persuaded the US parent to persist with India, and won $100 m to fix problems

such as poor distribution. Its Atlanta headquarters was won over because of India's potential.

India's per capita consumption of carbonated drinks is less than hall the level in Pakistan and

about 8 percent of China's. Mr. Gupta argued that closing the gap would only come by

chasing the rural consumer.

"We had to address the 75 percent (that lives in rural areas) and not just the 25

percent (in cities) and that meant using small-pack innovations," says Mr. Gupta. "The only

consumer goods companies that make it in India are those that sell micro-sized products at

low prices."

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 Coca-Cola's 200 ml bottle (down from 300 ml) sells for Rs.7, half the price of a

conventional sized bottle. To achieve a return on this

"low margin, high volume" strategy. Coca-Cola had to shrink its ballooning costs,

while raising output in a market growing at just 8-9 percent per year. Coca-Cola added 30

assembly lines, including five plants; cut costly staff; revamped transport; shrunk Bottles

and made them lighter and packed in smaller crates to increase a truck's carrying capacity;

added distributors and expanded the number of outlets in towns and villages by a fifth to

about 1 m. Coca-Cola's aim was to "lock in" retailers in villages of at least 1,000 people

connected to usable roads. One method was to help those with no savings or access to

formal credit to buy their costliest asset: a fridge. The company negotiated big discounts

from fridge producers, placing an order equivalent to two months' output of the domestic

fridge industry. Discounts were passed on to the retailers, cutting the average purchase price

by Rs.3,000 more than three months' wages in a village.

Finally, Coca-Cola dumped a global advertising campaign that was irrelevant to the

Indian market and adopted one featuring Bollywood stars. "The campaign is finally

speaking to the right market." says marketing consultant Mr. Jagdeep Kapoor. The adverts

also loudly proclaimed the Rs.5 price benchmark, meaning retailers could not overcharge.

The re-localization of Coca-Cola:

A glance at the 1999 Annual Report of The Coca-Cola Company leaves you with a

strong impression of two words that seem to be very deeply-etched in every statement made

by the company - 'Consumer* and 'Localization'. The Chairman Douglas Daft states in his

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address to shareholders that, " If there's one thing that I've learned in my 30 years at Coca

Cola it is - Think locally and act locally." Coca -Cola's localization drive appears to be

partly spurred by the adverse impact on the image of the company, due to the various issues

that cropped up last year in different parts of the world. Like the product contamination in

Belgium and France, the problems with regulators in Europe, the racial discrimination

lawsuit in United States.

In a recent article in The Financial Times, Mr. Daft talks of how Coca-Cola whose

basic success emanated from its strength of being a 'multi-local' business relying heavily on

the insight of local business partners, quite forgot the secret of its success and veered on the

path of centralization. He has staled in this article that Coca-Cola wandered off the right

path and endured a year of dramatic setback, by ignoring the changing global scenario and

continuing to believe that a strategy that was once successful will always yield results. As

The puts it "As the Century was drawing to a close, the world had changed, and we

had not. The world was demanding greater flexibility, responsiveness and local sensitivity,

while we were further centralizing decision making, standardizing practices and were

moving away from our traditional 'multi-local' approach".

The company in the 80's and 90's had focused on centralizing its operations for

enabling effective management of a vast global enterprise that was being spread over 200

countries. It has now woken up to the fact that the world is changing very fast today and that

a localized management that can quickly respond to the challenges and needs of the relevant

market will be critical to success, rather than a unified management at the center. And that is

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precisely what Coca-Cola has set out to do. It appears to be handing out a greater degree of

freedom and responsibility to the frontline managers in their respective areas

of operations. It has decided to cut jobs and convert itself into a leaner structure. In

India too, the complex holding structure has been broken down and converted into a

simplified structure. A single holding company Hindustan Coca-Cola Holdings Pvt. Ltd and

one downstream subsidiary - Hindustan Coca-Cola Beverages - formed by the merger of 4

bottling subsidiaries of Coca Cola and that of Schweppes now operate in India. The parent

has performed a comprehensive review of its Indian bottling operations and has announced

that it will be writing off $400mn worth of assets in India in the first quarter of this year.

The meeting hosted last week by the company to update investors on its business

strategies and outlook for the future also sang the same tune of how members of the global

Coca-Cola management team are implementing their "Think Local Act Local" philosophy.

The company's focus, according to the management, will be to encourage higher

consumption of non alcoholic beverages and the Coca-Cola brands in every country. This

will be achieved through an intense focus on consumers, communities, customers, the Coca-

Cola system and Coca-Cola people. The Consumer focus strategy involves using innovative

and tailored marketing programs\ based on local consumer insights to enable the company to

keep growing. "We want to ensure that we have a tailored nonalcoholic beverage portfolio in

every community that touches consumers in locally relevant ways." states the annual Report

of the company. It gives the example of the company's innovative marketing strategy in

India, which leveraged on the Diwali Festival and the entrenched family values in the Indian

society to connect to the Indian consumer at a personal level. In Mr Daft's words

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 "The 21st Century has taught us one important powerful lesson - that the next big

evolutionary step in going global has to be going local".

Marketing Mix and Strategy:

Marketing mix of any organization consists of 4 P's i.e. product, price, place and

promotion having its own significance, which varies from one organization to the other. In

Coca-Cola the information about all the 4 P's that can be available to me is given here:

PRODUCT:-

Product mix of Coca-Cola consists of the various brand packs and flavors given in

the table. Product strategy of the Coca-Cola is to promote all the brands available in all the

brands packs and to introduce the product in new flavors and. even new product. Regarding

this Kinley soda is introduced. Fanta in green apple 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

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 zones covering whole India these zones are: - Northern zone, Eastern zone, Western

zone, Southern zone and Andhra Pradesh zone. These zones are divided in to various, plants,

which govern the area assigned to them. The areas are the various distribution centers called

distributors and C&F agents. Then comes the retailers/customer for the company's product,

they receive goods from distributors and C&F agents. Finally consumer is there, having the

product from the customer's shops or delivered to their home, it is more clearly visible

through this chart. The Coca-Cola Company, which gave its reach to the mouth of billions of

people all around the world having a wide distribution, network. In India, the pace and speed

at which Coca-Cola has widened its business is really amazing. Distribution network is the

biggest strength of the company.

PROMOTION:

This part 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 TV ads, design of banners, and other

POS done by the company simultaneously all around India with no Difference in designs

etc. fall in this category. Below the line promotion includes the promotion schemes,

publicity material, POS display done by the company from zonal, plant, sales manager and

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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.

Since there is only one major competitor of the Coca – Cola i.e. Pepsi. There is

some information about the Pepsi Company.

Pepsi Cola, Headquartered N.Y., is the refreshment beverage unit of Pepsi Co.

Beverages and Foods, a division of Pepsi Co. Inc. Pepsi Co. Beverages and Foods at North

America also comprise Pepsi Co`s Tropicana, Gato\rade and Quaker Foods businesses in the

United States of America and Canada also.

Pepsi-Cola non-carbonated beverage portfolio includes Aquafina, Which is the

number one brand of bottled water in the United States, Dole single serve juices and some,

which offers a wide range of drinks with herbal ingredients. The company also makes and

markets North America’s best-selling, ready to drink iced teas and coffees via joint venture

with Lipton and Starbucks, respectively.

Pepsi Co, Inc. is one of the world’s largest food and beverage companies. The

company’s principle business includes:

• Frito-Lay snacks

• Pepsi-Cola beverages

• Gatorade sports drinks

• Tropicana juices

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 Pepsi Co Inc. was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay.

Tropicana was acquired in 1998. In 21001 Pepsi Co merged with the QUAKER Oats

Company, creating the world’s fifth largest food and Beverage Company, with 15 brands-

each generating more than $1million in annual retail sales. Pepsi Co's success is the result of

superior products, high standards of performance, distinctive competitive strategies and the

high level of integrity of their people.

Soft drink business is built on two pillars - Brands and Distribution. We present below

comprehensive conceptual coverage of these and other key marketing concepts

1. Branding

2. Valuation of brands

3. Distribution.

4. Advertising and promotions

5. Marketing

.6 Market segmentation and positioning

1. BRANDING

A brand is name, term, sign, symbol or design or a combination of them which is

intended to identify the goods or services of one seller or group of sellers and to differentiate

them from those of competitors'

A Trade mark is "a brand or a part of brand that is given legal protection because it is

capable of exclusive appropriation."

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 Manufacturers can use their own brands (known as Manufacturers' brands) or brands

of their distributors (Distributors' brands).

Manufacturers/ distributors use brand names for a variety of reasons from simple

identification purposes to having legal protection for unique features of the products from

imitations and

help consumers recognize certain quality parameters. In some cases, brands are just

used to endow the product with unique story and character which itself can be a basis for

product differentiation.

Special importance of brands for soft drink products

While brands can represent all types of goods or entities, they have special

importance for products. Brand equities are stronger in soft drink products as the consumer

is reluctant to try unknown brands/ unbranded products for the following reasons

 These products individually account for a small part of household spending.

 Most of these products are for personal use.

 In many cases, it is difficult to differentiate a product on technical or functional

grounds and therefore the consumer is reluctant to switch to an unknown brand.

 Successful brands generate strong cash flows, which enable the owner of the brand

to reinvest a part of it in the form of aggressive advertisements/ promotions. This

reinforces the perceived superiority of a brand.

Soft drink companies spends enormous sums on building a brand equity by way of

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 - advertisements/publicity

- free samples -low entry price

- promotions (schemes for dealers, consumers etc)

Advertisement and promotion can induce trials but for sustained loyalty, the

manufacturer has to offer superior quality and value for money. Most successful brands are

founded on a chance discovery of a new product/ process or assiduous research and

development work. Major players invest in R&D on their existing brands and improve the

product quality continuously to maintain their edge over competitors.

2. VALUATION OF BRANDS:

Value of a brand is represented by the incremental cash flow resulting from a

product with a brand versus a product without a brand name or with weaker brand name.

Brand valuation is a complex process and involves a lot of subjectivity. There are no

widely accepted techniques of brand valuation. There are several considerations which

cannot be standardized or quantified such as

• To pre-empt competition from taking over a brand

• • Synergy with the company acquiring existing brands/ businesses

• • Strategic entry into a new product category

• Prevent damage to existing brands. Many a times stiff competition results in price

cutting, aggressive promotions, lower margins for all the competing brands.

• Confidence in the acquirer of the brand to rejuvenate a languishing brand.

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Value of an acquired brand:

In case of an acquired brand, price paid for the brand over and above the value of

tangible assets, represents value of the brand. For accounting purposes consideration paid

for the brand is typically broken up as follows:

Goodwill

Trademark and patents

Technology and know-how

Non compete agreement

Some of the popular methods for valuation of brands are discussed below

Pert technique -Brands based on following factors. It gives scores on each factor

and values the brand as multiple of sales/ earnings based on the aggregate score.

- USP's of the brand

- Stability of the brand

- Markets namely the industry in which the brand is in use.

- International of the brand commanding a higher weightage than a local brand.

Cost basis - The valuation is done by aggregating all costs incurred on a brand from

the conception stage. These costs include market survey, research & development, launch

and subsequent advertising expenditures. These costs are adjusted for inflation and present

values are calculated. Then adjustments are made to provide for discount in case of a

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declining trend in the product life cycle or premium in case of ascending trend in market

share and product life cycle.

luMarket vae - Valuation at market price (the best bidder quote) can be at

divergence from the fundamental value of the brand. For instance, a large company may pay

an abnormally high price to protect its major brand or remove a nuisance from the market or

derive synergies in its existing business. Such valuations are subjective.

Earnings model - In this method, valuation is done by identifying, separating and

quantifying earnings that can be attributed to the brand and capitalizing these earnings at a

suitable discounting rate. The multiple would depend on several factors such as category

growth prospect, emerging competition and brand's relative position, edge in terms of

technology, strength of loyalty to the brand etc.

3. DISTRIBUTION:

Marketing or Distribution channel refers to the set of marketing intermediaries which

manufacturer's link together to reach their products to the ultimate consumers. Depending on

the product, nature of market and manufacturers' resources/strategy, there can be one or

more links between the manufacturer and consumer.

Manufacturer – Retailers

Manufacturer - Wholesalers – Retailers

Manufacturer - Stockists - Wholesalers - Retailers.

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Use distribution channels-

There are several benefits for a manufacturer particularly in case of consumer goods

to rely on these marketing intermediaries rather than develop one's own distribution

network.

• Efficiency in performing the basic marketing task by these intermediaries who

through their experience, specialization, knowledge of local conditions, contacts and

scale, offer services.

• Which manufacturers can scarcely do on their own.

• Cost advantage most of these intermediaries in India are family owned outfits. Their

cost of operations and overheads are substantially lower.

• Focus: Manufacturers can concentrate on their core activity and optimize return on

assets.

RETAILING:

In India, there are over 5 million retail outlets dispersed all over the country. The

retailing industry provides employment to over 18mn people. 1 out of every 25 families in

India is engaged in the business of retailing. Ownership and management are predominantly

family controlled. However in sharp contrast to developed countries, unit average size of a

retail outlet in India is very small.

Organized retailing, however, has been a recent phenomenon and is relatively

undeveloped. There are no large super market chains/ shopping malls. Consumers are

unwilling to pay a premium for convenience shopping as their counterparts in the western
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countries do. While small chain stores called Apna Bazaars and Sahakan Bhandaars, which

offer products at reasonable prices, have been fairly popular, Department Stores and Food

Stores are slowly gaining popularity. A large number of corporates have recently ventured

into retailing.

The retail outlet in India can be broadly categorized as follows:

- Grocery stores

- General purpose stores

- Food stores

- Pan bidi shops

- Chemist/ drug stores

- Cold chains

The relative share of grocers dropped from over 50% in the early 90's to 35% in the

late 90's. Chemist outlets on the other hand, have been expanding their product range to

include high margin FMCG products from shampoos to ketchup. Pan-wallas are also

emerging as full fledged consumer product outlets.

4. ADVERTISING AND PROMOTION:

Advertising consists of non-personal form of communications. The communication

is conducted through trade media under player sponsorships. Advertising aims at providing

information about the product arouse demand for the product and emphasize on superior

features of the advertised product over others. Players have to decide on overall

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advertisement budget, message and mode of presentation, type of media, timing etc. They

invariably do post audit of advertising efficacy.

Promotions are of two types viz. pull promotions where consumers are incentivized

and push promotion where dealers/ retailers are incentivized. There are several forms of

promotion such as distributing free samples, discount coupons, gift offers for consumers and

target based incentives and display schemes etc for retailers. Marketers also sponsor charity

programmes, sports etc to promote corporate/ brand image.

Themes for Coca-Cola Advertising

Themes for Coca-Cola Advertising (1886-1999)

1922 1924

Thirst Knows No Season Refresh Yourself

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1925 1926

It had to be good to get where it is

Six Million a Day
1927 1929

The Pause That Refreshes

Around the Corner from
Everywhere

1935

Friends For Life

1939 1942
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Thirst Asks Nothing More
The Only Thing Like Coca-Cola is
Coca-Cola Itself

1948 1949

Where There's Coke There's Along the Highway to Anywhere

Hospitality
1952 1957

What You Want Is a Coke

Sign of Good Taste

1958 1959

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 Be Really Refreshed

The Cold, Crisp Taste of Coke

1963 1969

It's the Real Thing

Things Go Better with Coke

1974 1975

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 Look Up America

Look Up America

1976

Coke Adds Life

1978 1979

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 Have a Coke and a Smile

Coke Adds Life

COMPOSITION OF URBAN OUTLETS

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Grocers 34.7%
Cosmetic stores 4.0%
Chemist 6.3%
Food Stores 6.6%
General Stores 14.4%
Pan – stores 17.0%
Others 17.0%

COMPOSITION OF RURAL OUTLETS

Grocers 55.6%
Cosmetic stores 13.5%
Chemist 3.3%
Others 27.6%

05. MARKETING :

Direct marketing:

In direct marketing manufacturers reach the consumers directly. Direct marketing

can be undertaken in several ways such as mail order, own retail outlets, mobile vans etc. A

new innovative approach to direct marketing viz multilevel marketing is becoming

increasingly popular. Also gaining ground slowly is E-tailing i.e. selling products through

the internet.

Multilevel marketing model:

Multi level marketing refers to direct marketing through an ever-increasing number

of direct distributors. Independent distributors sell products directly to the consumers and

appoint new distributors and train them. The distributor earns commission at two levels; one

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is his/ her own commission and two a proportion of commission earned by other distributors

appointed by him/ her. None of these distributors are employees of the company.

Distributors are not allowed to sell these products to retailers. The company saves

about 25% of realizations by eliminating retail channel, which is shared with distributors.

The company insists that the distributors should take prior appointment with the

consumer. Personal interaction is not only convenient but adds value as customer get

valuable advice on the product and how to use it .This helps in creating awareness and

removing misconceptions like cosmetics are harmful for the skin.

Direct marketing (multi level approach) in persona care products is extremely

popular abroad. In Brazil, about 60% of personal care products are sold through direct

marketing. In India, direct marketing has been slowly growing. Word of mouth has a strong

impact on purchase decision of a consumer, specially in personal care and cosmetic

products. Direct marketing has mainly been undertaken by the new MNC entrants (notably

Oriflame, Avon). Hindustan Lever has also recently launched a new personal product brand

Aviance which is sold directly to consumers exclusively by trained beauty specialists. Direct

marketing has also been extensively used in marketing of household appliances like Vacuum

cleaners. However given the widely spread geographical area in India, direct marketing

cannot be easily used to build an extensive national reach and is more likely to be used as a

supplementary channel.

TEST MARKETING:

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 Test marketing refers to testing out product and marketing mix with a small number

of well chosen consumers which are representative of the target segment. Test marketing is

frequently used by consumer companies, in contrast to industrial companies which prefer

feedback through informal channels. Test marketing improves knowledge of target

consumers, potential sales and is an effective tool to pre-test alternative marketing plan. In

most products, it is important to check trial rates as well as re-purchase rates.

CONSUMER'S PANELS:

Consumer panels refer to a set of consumers with different demographic

characteristics (so as to be representative of target population) who agree to co-operate in

market research, typically for a consideration. Market research agenciand companies try to

collect information on buyer's characteristics by introducing a new product to the consumer

panels. The firm estimates trials as well as the repeat purchasing by this method. There are

statistical models to forecast market shares, demand, brand switching etc.

DISTRIBUTION MANAGEMENT

Distribution management is a logistics control process that applies situational

understanding from both the operational and logistical common operating pictures in order

to dynamically control and synchronize the flow of materiel through the distribution

pipelines, including retrograde and lateral distribution. The last part of the definition -

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retrograde and lateral distribution - is critical to future success and is often overlooked in

distribution management schemes. Our ability to move materiel in any direction through the

pipelines provides an economy of effort that actually becomes a force multiplier. In this

manner, distribution management becomes a key enabler of logistics transformation, by

reducing materiel requirements to only those that are needed and by leveraging stockage

positioning to reduce the total cost of sustainment.

Distribution Management: - When you're operating multiple plants over a large

geographical area, knowing exactly what you have and where it's located can batremendous

competitive advantage. Frontier's Distribution Management component sallow you to access

real-time inventory and shipping information across your enterprise, as well as historical

audits that can help with planning for the future.

With Frontier, you'll always know your inventory requirements and availability for

every product, at every plant. You can instantly find transit status for parts and finished

goods. Frontier helps you plan more efficient truck loading and shipping routes. You'll also

enjoy shipping and billing that is tightly integrated from the initial sale through Accounts.

A definition of dynamic control is also required before we go further. Dynamic

control is the distribution manager's ability to rapidly set and change priorities and modes of

transportation in response to the war fighter's requirements. If Quartermasters cannot

dynamically control the delivery of supplies and materiel, we remain at the mercy of the

transportation system and will be forced into the comfort and expense of a stockage-based

supply system.

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 DISTRIBUTION MANAGEMENT PRODUCT MODULES

Advanced Forecasting

Advanced Pricing

Advanced Stock Valuation

Agreement Management

Bulk Stock Valuation

Enterprise Facility

Planning Inventory Management

DAILY SHIPPING ACTIVITIES AT COCA-COLA

BSR-

(Bonded storage area)

1. Daily report

2. Physical stock verification

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3. Full movement report

4. RG 1

5. Leakage and Breakage Report

6. Stock covered with tarpaulin

7. Shipping office house keeping

EMPTY-

1. Check for pending ERA

2. Breakage report

3. Physical stock verification

4. Breakage handing over to store

5. House keeping of empty yard

INDIA DIVISION

The Head quarter of India is at Enkay Towers, Udyog Vihar,Gurgaon.Coca Cola became

3rd largest FMCG from zero in India in just 8 years. There are 40 producing units across the

country.

There are 5 regions in India viz., North, South, West, East & Andhra Pradesh.

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 The company operates in two types of Bottling operations viz.,

1. COBO (Company Owned Bottling Operations) - In COBO, the Company owns the

unit and is a property of India.

2. FOBO (Franchisee owned Bottling Operations) - FOBO is operated by Bottlers, who

are given license by the Company to bottle its products on their behalf.

THE NORTH REGION:

The headquarter of Northern Region is at JMD Towers, Regent Square, Gurgaon. It

comprises of Delhi, Western UP, Eastern UP, Jammu & Jaipur units. It has 9 production

units viz, Delhi, Jaipur, Kanpur, Varanasi, Dasna, Mundka Depo, Jammu, Delhi FOBOs &

East-West UP FOBO. It is the largest region in India with 1313 employees.

PRODUCTS OF COMPANY

It has brown colour with high content of C02 (Carbon di-oxide) which makes its

COLA flavour heavy. It is available in different volumes in market like :

1. 200 ml glass bottle

2. 300 ml glass bottle

3. 600ml pet bottle

4. 2.Litre pet bottle.

It has dark brown color with very high content of CO2 which makes the Cola flavor

is very strong. It is available in different volumes in market like:

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1. 200 ml glass bottle

2. 300 ml glass bottle

3. 600ml pet bottle

4. 2.Litre pet bottle

It comes in many flavours like orange, with light content of CO2 that makes its make

its flavour delicious. It is available in different volumes in market.

1. 200 ml glass bottle

2. 300 ml glass bottle

3. 600 ml pet bottle

4. 2.Litre pet bottle

Limca has light grey colour with light content of CO2 that makes its flavour tasty. It

is available in market in following packs of quantities:

1. 200 ml glass bottle

2. 300 ml glass bottle

3. 600 ml pet bottle

4. 2 Litre pet bottle

It is colourless with packing in green coloured bottle. It has normal content of CO2.

It has a nice flavour available in market in following packing:

1. 200 ml glass bottle

2. 300 ml glass bottle

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3. 600 ml pet bottle

4. 2 Litre pet bottle

It is of yellow colour with decent taste of mango. It doesn't contain CO2. Its

available packing in market are:

1. 250 glass Bottle

Soda- It is colourless & available in market in 300 ml glass bottle in the market’s

-Water it is a mineral water available in following volumes in the market:

1. 1 liter, pet little

2. 2 liter, pet little

SCOPE & IMPORTANCE OF THE STUDY

SCOPE OF THE STUDY

1. Understanding the nature and scope of the existing environment.

2. Study the existing system of the various companies.

3. To collect the information from various websites and self constructed

questionnaire.
31
4. Meeting with different customers of different places to incorporate their views.

5. Obtaining the opinion and suggestions of customers at different levels of the

society.

6. Prepare questionnaire on the basis of above information.

7. Gather information from different source like books Internet magazines etc.

8. On the basis of the answers from the customers and the information gathered from

other sources prepare the report, mentioning the necessary changes require in the

existing environment.

IMPORTANCE:

The term “MERCHANDISING” has different meanings for the different people. This is

because it is difficult to limit the scope of this function. But simply “MERCHANDISING”

Can be termed as the planning, buying and the art of selling the merchandise.

The success of any outlet is largely based on the retailer’s ability to provide the right goods

to the consumer, at the right place, at the right time and at right price. The entire process of

creating or procuring a product or service needed by the consumer and ensuring that it

reaches the place where a consumer can buy it

The process of merchandising includes the development of strategies to ensure that the right

product is bought at the right price and is available at the right place, at right time, in right

amount and in that way so that consumer can be attracted towards it. No one in retail can

completely avoid any contact with merchandising activities. Merchandising is the day to day

business of all retailers.

32
As inventory is sold, new stock needs to be purchased, displayed and sold and in today’s

context the display and advertisement is most important part of the merchandising, In

today’s marketing it is said

“JO DHIKTA HAI VAHI BIKTA HAI”……..

33
 OBJECTIVES OF THE STUDY

Aims and objectives set forth to conduct this surrey, which help to evaluate the

findings of the survey, are following:-

• To find out popular cold drinks amongst Coca Cola or Pepsi in Agra.

• To find out the performance of Coca Cola and Pepsi.

• To find out the satisfaction level of the consumers

• To find out the factor the consumer consider while purchasing Cold Drinks

• To analysis all those factor who differentiate the quality of Product.

34
 INDUSTRY PROFILE

A soft drink (widely referred to as soda, pop, or soda pop) is a drink that typically contains

no alcohol, though may contain trace amounts ( typically less than 0.5% by volume) and is

usually referred to as a sugary drink. Soft drinks are often carbonated and commonly

consumed while cold and/or room temperature. Some of the most common soft drinks

include cola, flavored water, sparkling water, iced tea, sweet tea, sparkling lemonade (or

other lemon-lime soft drinks), squash, fruit punch, root beer, orange soda, grape soda, cream

soda, and ginger ale.

The term "soft" is employed in opposition to "hard", i.e. drinks with high alcoholic content

by volume. Generally it is also implied that the drink does not contain milk or other dairy

products. Hot chocolate, hot tea, coffee, tap water, juice and milkshakes also do not fall into

this classification.

Many carbonated soft drinks are optionally available in versions sweetened with sugars or

with non-caloric sweeteners, such as diet soda.

Soft drinks trace their history back to the mineral waters found in natural springs. Ancient

societies believed that bathing in natural springs and/or drinking mineral waters could cure

many diseases. Early scientists who studied mineral waters included Jābir ibn Hayyān,

Alkindus, Rhazes, Paracelsus, Robert Boyle, Friedrich Hoffmann, Antoine Laurent

Lavoisier, Hermann Boerhaave, William Brownrigg, Gabriel F. Venel, Joseph Black, and

David Macbride.
35
The earliest soft drinks were sherbets developed by Arabic chemists and originally served in

the medieval Near East. These were juiced soft drinks made of crushed fruit, herbs, or

flowers. From around 1265, a popular drink known as Dandelion & Burdock appeared in

England, made from fermented dandelion (Taraxacum officinale) and burdock (Arctium

lappa) roots, and is naturally carbonated. The drink (similar to sarsapirilla) is still available

today, but is made with flavorings and carbonated water, since the safrole in the original

recipe was found to be carcinogenic.

The first marketed soft drinks (non-carbonated) in the Western world appeared in the 17th

century. They were made from water and lemon juice sweetened with honey. In 1676, the

Compagnie des Limonadiers of Paris was granted a monopoly for the sale of lemonade soft

drinks. Vendors carried tanks of lemonade on their backs and dispensed cups of the soft

drink to thirsty Parisians.

Carbonated drinks

In late 18th century, scientists made important progress in replicating naturally carbonated

mineral waters. In 1767, Englishman Joseph Priestley first discovered a method of infusing

water with carbon dioxide to make carbonated water[5] when he suspended a bowl of

distilled water above a beer vat at a local brewery in Leeds, England. His invention of

carbonated water, (also known as soda water), is the major and defining component of most

soft drinks. Priestley found water thus treated had a pleasant taste, and he offered it to

friends as a refreshing drink. In 1772, Priestley published a paper entitled Impregnating

Water with Fixed Air in which he describes dripping oil of vitriol (or sulfuric acid as it is

36
now called) onto chalk to produce carbon dioxide gas, and encouraging the gas to dissolve

into an agitated bowl of water.

Another Englishman, John Mervin Nooth, improved Priestley's design and sold his

apparatus for commercial use in pharmacies. Swedish chemist Torbern Bergman invented a

generating apparatus that made carbonated water from chalk by the use of sulfuric acid.

Bergman's apparatus allowed imitation mineral water to be produced in large amounts.

Swedish chemist Jöns Jacob Berzelius started to add flavors (spices, juices and wine) to

carbonated water in the late 18th century.

Soda fountain pioneers

Artificial mineral waters, usually called "soda water," and the soda fountain made the

biggest splash in the United States. Beginning in 1806, Yale chemistry professor Benjamin

Silliman sold soda waters in New Haven, Connecticut. He used a Nooth apparatus to

produce his waters. Businessmen in Philadelphia and New York City also began selling soda

water in the early 1800s. In the 1830s, John Matthews of New York City and John

Lippincott of Philadelphia began manufacturing soda fountains. Both men were successful

and built large factories for fabricating fountains.

Soda fountains vs. bottled sodas

The drinking of either natural or artificial mineral water was considered a healthy practice.

The American pharmacists selling mineral waters began to add herbs and chemicals to

unflavored mineral water. They used birch bark (see birch beer), dandelion, sarsaparilla,

fruit extracts, and other substances. Flavorings were also added to improve the taste.

37
Pharmacies with soda fountains became a popular part of American culture. Many

Americans frequented the soda fountain on a daily basis. Due to problems in the U.S. glass

industry, bottled drinks were a small portion of the market in the 19th century. (They were

certainly known in England, though. In The Tenant of Wildfell Hall, published in 1848, the

caddish Huntingdon, recovering from months of debauchery, wakes at noon and gulps a

bottle of soda-water.[7]) In America, most soft drinks were dispensed and consumed at a soda

fountain, usually in a drugstore or ice cream parlor. In the early 20th century, sales of bottled

soda increased exponentially. In the second half of the 20th century, canned soft drinks

became an important share of the market.

Soft drink bottling industry

Over 1,500 U.S. patents were filed for either a cork, cap, or lid for the carbonated drink

bottle tops during the early days of the bottling industry. Carbonated drink bottles are under

a lot of pressure from the gas. Inventors were trying to find the best way to prevent the

carbon dioxide or bubbles from escaping. In 1892, the "Crown Cork Bottle Seal" was

patented by William Painter, a Baltimore machine shop operator. It was the first very

successful method of keeping the bubbles in the bottle.

Automatic production of glass bottles

In 1899, the first patent was issued for a glass-blowing machine for the automatic production

of glass bottles. Earlier glass bottles had all been hand-blown. Four years later, the new

bottle-blowing machine was in operation. It was first operated by the inventor, Michael

38
Owens, an employee of Libby Glass Company. Within a few years, glass bottle production

increased from 1,400 bottles a day to about 58,000 bottles a day.

Home-Paks and vending machines

During the 1920s, the first "Home-Paks" were invented. "Home-Paks" are the familiar six-

pack cartons made from cardboard. Automatic vending machines also began to appear in the

1920s.

Production

Soft drink production

Soft drinks are made either by mixing dry ingredients and/or fresh ingredients (e.g. lemons,

oranges, etc.) with water. Production of soft drinks can be done at factories, or at home.

Soft drinks can be made at home by mixing either a syrup or dry ingredients with carbonated

water. Carbonated water is made using a home carbonation system or by dropping dry ice

into water. Syrups are commercially sold by companies such as Soda-Club.

Ingredient quality

Of most importance is that the ingredient meets the agreed specification on all major

parameters. This is not only the functional parameter, i.e. the level of the major constituent,

but the level of impurities, the microbiological status and physical parameters such as color,

particle size, etc.

39
PepsiCo is named to the 'Best Companies for Multi Cultural Women' list by Working

Mother magazine

• PepsiCo joins Ceres, a leading coalition of investors, environmental groups and public

interest organizations working to address sustainability efforts

• Near East brand launches two new products—Pearled Couscous side dish and Near East

Gourmet Meal Kits

• SoBe Lifewater introduces two new zero-calorie flavors – Acai Fruit Punch and Mango

Melon

• Pepsi celebrates its 75th anniversary in Canada

• PepsiCo honored with 'Respect Award' for its commitment to diversity by the Gay,

Lesbian and Straight Education Network (GLSEN)

• PepsiCo-Almarai joint ventures acquires stake in Jordanian dairy company, Teeba

• Frito-Lay Turkey honored with 'Environment-Friendly Industrial Plant' award from the

Kocaeli Chamber of Industry

• PepsiCo creates Baked Snacks North America Business Unit to meet consumers interest in

more nutritious snacks and foods

• PepsiCo opens new Russian beverage plant in Domodedovo, the largest bottling plant in

PepsiCo's global system

• Naked Juice becomes the first nationally distributed brand to use 100% recycled plastic

bottles with the Naked reNewabottle

• PepsiCo Russia celebrates 50th Anniversary

• Gatorade introduces limited-edition Jordan series bottles

• PepsiCo pairs with CBS to launch first-ever video player packaged in a print ad

40
• PepsiCo products make 'Best Foods for Women' list in Women?s Health magazine

• EPA awards PepsiCo's Chicago office with Energy Star certification

• Pepsi kicks off its 2009 partnership with the NFL

• Smartfood adds Peanut Butter Apple flavor to its lineup

• Mountain Dew introduces 'UltraViolet,' Dew's first diet line extension

• PepsiCo sponsors National Urban League Conference

• PepsiCo reaches merger agreements with Pepsi Bottling Group and PepsiAmericas

• PepsiCo agrees to acquire Amacoco, Brazil's largest coconut water company

• PepsiCo launches its first lightly carbonated fruit-based beverage in Brazil, Frutzzz

• Aunt Jemima brand celebrates 120 years

• PepsiCo is awarded several 2009 beverage innovation honors during Drinktec trade show

• Sabritas and PepsiCo Mexico Beverages receive three Effie 'Top Marketing Campaign'

awards

• TrueNorth expands offerings with three new nut/fruit combinations—Apple Cinnamon,

Citrus Burst and Almond Cranberry

• IZZE Sparkling Juice launches at Panda Express restaurants across the country

• PepsiCo Brazil signs pledge to change marketing campaigns to children

• PepsiCo says it will form new bottling unit; Eric Foss, 27-year industry veteran, will be

CEO

• PepsiCo joins Healthy Weight Commitment Foundation to help reduce obesity in the US

• PepsiCo wins U.S. EPA SmartWay Environmental Excellence award for its leadership in

conserving energy

41
• Sabritas and Gamesa-Quaker unveiled the first every hybrid trucks in Mexico

• PepsiCo U.K. and Ireland were named as one of the 'Top 50 Places Where Women Want

To Work' by The Times, an influential UK newspaper and online publication

• PepsiCo is recognized at two events for its dedication to Talent Sustainability and

dedication to Asian American employees—2009 Best Companies for Asian Pacific

Americans from Asian Entrepreneur, Top 10 Companies for Asian Americans from AMBA

• PepsiCo again named to Dow Jones Sustainability World Index and Dow Jones

Sustainability North America Index

• Propel supports Breast Cancer Awareness with its “hope.nowpropelled” website, special

packaging and pink caps

• Consumer Reports magazine names Quaker Chewy 90 Calorie Granola Bar among best

during a taste test on lower-fat snack options

• United Nations Association of New York honors Frito-Lay for its environmental efforts

• PepsiCo ranks among top companies on Corporate Social Responsibility Index by the

Boston College Center for Corporate Citizenship

• PepsiCo signs as partner of new Meadowlands Stadium, the future home of the New York

Jets and New York Giants

• Pepsi Brazil wins the top spot for 'The Most Admired in Brazil' by Brazilian business

magazine Carta Capital

• PepsiCo named 'Corporation of the Year' by Southern Florida Minority Supplier

Development Council for its diligence, commitment and legacy of diversity

• The European Union approved the proposed mergers of PepsiCo, Pepsi Bottling Group and

PepsiAmericas

42
• PepsiCo Hope delivers more than 50,000 free, healthier snacks and breakfasts to Dallas

children

• Frito-Lay receives the United Nations Association of New York's 2009 Annual

Humanitarian Award in recognition of Frito-Lay's accomplishments in environmental

corporate social responsibility

• PepsiCo Russia signs the Russian Advertisers Association's pledge to eliminate advertising

to children under 12

• Pepsi wins 'Football Promoter of the Year' award in Nigeria for its involvement with the

development of grassroots football

• PepsiCo and Calbee Foods Company announce strategic alliance to make and sell a wide

range of food products in Japan

• Gamesa-Quaker's Stila brand named 'Brand of the Year' in Mexico at the 6th Anahuac/AI

Ries Marketing Awards

• IZZE brand launches new flavor of sparkling juice—IZZE Sparkling Lime

• PepsiCo open first overseas green plant in China as part of its $1 billion investment in the

country

• The Environmental Protection Agency (EPA) names PepsiCo as one of its 2008 Water

Efficiency Leaders, for its efforts of water efficiency and environmental sustainability

• PepsiCo's Valhalla, NY R&D site receives LEED certification for its environmental

sustainability efforts

• PepsiCo International introduces first non-alcoholic, flavored malt drink, Bario, into Saudi

market

43
• Pepsi Jordan wins the King Abdullah Excellence Award, Jordan?s most prestigious award

on a country level

• PepsiCo receives 'Corporation of Year' award from United Cerebral Palsy in recognition of

its EnAble program, which champions inclusion for people with different abilities in the

workplace

• PepsiCo's World Headquarters in Purchase, NY, was named as the winner of the 2009

Landmark Award by the American Society of Landscape Architects and the National trust

for Historic Preservation

• Frito-Lay North America announces new partnership with Terra Cycle, a company that

will repurpose Frito-Lay snack packaging into merchandise

• PepsiCo named to Ethisphere's 'Most Ethical Companies' for 2009

• Quaker is honored with 2008-2009 Brand Laureate Heritage Award for the 'Best Brands-

Consumers' by the Asia Pacific Brand Foundation in Malaysia

• PepsiCo Chicago is recognized by BusinessWeek magazine as one of the top 'green'

headquarter locations in the U.S.

• PepsiCo is listed in the top 20 'Ideal Employer MBA Ranking' in Fortune magazine

• PepsiCo China beverage group named 'Supplier of the Year' by Wal-Mart China

• FLNA and Oberto Sausage Co. hagree to end partnership for distribution and sales of

OhBoy! Oberto brand meat snack products in the U.S. and Canada

• Tropicana becomes the first North American brand to be independently certified by the

Carton Trust, an organization established to address climate change

• Sierra Mist launches new flavor—Sierra Mist Ruby Splash

• Pepsi becomes official beverage of Norwegian Cruise Lines

44
• PepsiCo acquires Karinto snack business in Peru

• Frito-Lay SunChips announces plans to begin using the first fully compostable snack chip

bag made from plant-based materials to significantly improve the environmental impact

• PepsiCo's Mexico divisions, Gamesa-Quaker, Sabritas and Gatorade, receive the

distinctive Corporate Social Responsibility award from Cemefi, the Mexican Center for

Philanthrop, for their Talent Sustainability efforts

• Wal-Mart Mexico names PepsiCo Beverages Mexico as the 'Supplier of the Year'

• Aquafina, Diet Pepsi, Pepsi and Mountain Dew top the 2009 Brand Keys Customer

Loyalty Engagement Index

• Lipton launches new Sparkling Green Tea—the first-ever sparkling beverage from the

Lipton trademark

• Consumer Reports names Quaker products among its top choices at supermarkets in their

'Great Every Day Products' article

• The U.S. Environmental Protection Agency awards PepsiCo a 2009 Energy Start Sustained

Excellence Award for its energy efficiency program

• PepsiCo announces intention to acquire its two largest anchor bottlers, The Pepsi Bottling

Group and PepsiAmericas

• PepsiCo's TorTrix brand receives the 'Hall of Fame of Guatemalan Brands' award from the

American Marketing Association

• PepsiCo introduces three new products—Pepsi Natural, Pepsi Throwback and Mountain

Dew Throwback, all sweetened with natural sugar

• PepsiCo Ireland is recognized as one of the '50 Best Workplaces' by The Great Places to

Work Institute

45
• PepsiCo Chicago Sustainability Center achieves LEED Platinum certification from the

U.S. Green Building Council, making it the fist in the Consumer Products sector to receive

the prestigious Platinum distinction

• Frito-Lay launches $2 line for consumers seeking value

• PepsiCo India launches Nimbooz by 7Up, a beverage inspired by India's favorite lemonade

drink

• Tropicana introduces Trop50, the first orange juice with the all-natural sweetness of Stevia

• PepsiCo is recognized for its Diversity and Inclusion program by three leading business

publications—DiversityMBA, DiversityInc., and DiversityBusiness.com

• PepsiCo introduces first climate-friendly vending machines to the U.S.

• Gatorade's G2 launch topped Information Resource Inc.'s list of most successful product

launches of 2008

• Aquafina launches the Eco-Fina Bottle, the lightest weight bottle in the market

• Frito-Lay introduces new Smartfood popcorn clusters

• Doritos SuperBowl XLIII ad ranked number one by USA Today's Ad Meter

• AMP Energy unveils three new line extensions—AMP Energy Lightning, AMP Energy

with Black Tea and AMP Energy with Green Tea

• PepsiCo scores major league, multiyear sponsorship with both New York Mets and New

York Yankees

• Latina Style magazine recognizes PepsiCo among the leading companies for Latinas at the

Style 50 Awards and Diversity Leaders Conference

• Spitz Brand has been named one of Canada's '50 Best Managed Companies' by the

National Post

46
• PepsiCo Greater China opens newest bottling plant, Chengdu Pepsi Beverage Co. Ltd. in

West China

• PepsiCo named 'Corporation of the Year' by Southern Florida Minority Supplier

Development Council for its diligence, commitment and legacy of diversity

• Gatorade India establishes new training center for most-talented cricket players

• Frito-Lay North America adds more than 1,000 fuel-efficient vehicles to its fleet

• PepsiCo announces a multi-year distribution agreement with Rockstar Energy Drink

• Tostitos brand crowns six University of Texas fans as the champions of the Tostitos 'Race

for the Bowl' competition and awards them $200,000 for their school's scholarship fund

• IZZE Sparkling Juice becomes available at Sam's Club

• Frito Lay Turkey launches its second better-for-you snack, Cheetos Rings

• Eleven PepsiCo China bottling plants are honored as '2008 Enterprise of Excellence in

Water Saving' facilities at the 2008 Chinese Beverages Industry Association annual meeting

47
 COMPANY PROFILE

DOUGLAS N. DAFT

Chairman of the Board and Chief

Executive Officer

The Coca-Cola Company

Douglas N. Daft was elected chairman, Board of Directors, and chief executive

officer of The Coca-Cola Company on February 17, 2000. Mr. Daft is the 11th

chairman of the Board in the history of the Company.

Mr. Daft, 60, joined the Company in 1969 as planning officer in the Sydney, Australia

office. He held positions of increasing responsibilities throughout Asia and in 1982 was

named vice president of Coca-Cola Far East Ltd.

In December 1988, Mr. Daft was named president of the North Pacific Division and

president of Coca-Cola (Japan) Co., Ltd. He moved to the Company’s Atlanta headquarters

In 1991 to assume the responsibility of president of the Pacific Group and in 1999

his responsibilities were expanded to include the Company's Africa Group, and
48
Schweppes Beverage Division, as well as the Middle and Far East Group’s Mr. Daft was

elected president and chief operating officer of The Coca - Cola Company in December

1999.

He serves on the boards of Sun Trust Banks, the Boys & Girls Clubs of

America, Catalyst, the CERGE-EI Foundation(Center for Economic Research and Graduate

Education - Economics Institute) in the Czech Republic, the Lauder Institute for

Management and International Studies at the University of Pennsylvania, the Prince of

Wales International Business Leaders Forum, the Grocery Manufacturers of America,

the British - American Chamber of Commerce, the G100, the Woodruff Arts Center, the

Commerce Club, and the McGraw-Hill Companies. Mr. Daft is a trustee of Emory

University, the American Assembly and the Center for Strategic & International Studies. He

is also a member of The Trilateral Commission, The Business Council, and The Business

Round table.

AROUND THE WORLD

Although Coca-Cola® was first created in the United States; it quickly became

popular wherever it went. Our first international bottling plants opened in 1906 in Canada,

Cuba and Panama, soon followed by many more. Today, we produce more than 300 brands

in over 200 countries. More than 70 percent of our income comes from outside the U.S., but

the real reason we are a truly global company is that our products meet the varied taste

preferences of consumers everywhere

49
OUR PARTNERS

The Coca-Cola Company works with a wide variety of organizations to support

health, fitness and good nutrition. Visit these sites for more information about positions,

programs and activities.

The Coalition for a Healthy and Active America (CHAA) CHAA was formed in

2003 by concerned organizations and national leaders to educate parents, children,

schools, and communities about the critical roles physical activity and nutrition education

play in reversing the alarming trends of childhood obesity. As a non-profit National

grassroots coalition, CHAA is a vigorous advocate for developing healthy and active

lifestyles for America's youth. CHAA is committed to working with schools to rededicate

time for physical fitness; giving parents the freedom to help their children make their own

nutritional choices; building school-business model relationships that benefit our families by

supporting healthy and active lifestyles; and finding solutions to childhood obesity that are

both responsible and realistic American Council for Fitness and Nutrition The American

Council for Fitness and Nutrition (ACFN) is a group of food, beverage and consumer

products companies, not-for-profit organizations and trade associations working together to

improve the health of all Americans, particularly youth, by encouraging a healthy balance

between fitness and nutrition. The cornerstone of all ACFN initiatives is the idea that lasting

solutions to the nation's obesity problem must be based on sound science and behavioral

research. Such policies are likely to help parents and their children develop eating and

exercise habits that lead to a healthier life.

Grocery Manufacturers of America The Grocery Manufacturers of America (GMA)

represents the food, beverage and consumer products industry on key issues that affect the
50
ability of brand manufacturers to market their products profitably and deliver superior value

to the consumer.

International Food Information Council (IFIC) Foundation The IFIC Foundation is

a public education foundation disseminating sound, science-based information on food

safety, nutrition and health. International Life Sciences Institute Founded in 1978, the

International Life Sciences Institute (ILSI) is a nonprofit, worldwide foundation that seeks to

improve the well-being of the general public through the pursuit of balanced science.

Its goal is to further the understanding of scientific issues relating to nutrition, food

safety, toxicology, risk assessment, and the environment by bringing together scientists from

academia, government, and industry.Kidnetic.com is a fun, interactive Web site that

emphasizes healthy living achieved through a balance of physical activity and responsible

eating habits. The Web site gives young people and their parents the tools and ideas to help

change habits and plant the seeds for healthier families tomorrow. Kidnetic.com is a

program of the International Food Information Council (IFIC) Foundation.

National Association for Sport and Physical Education association for Sport and

Physical Education seeks to enhance knowledge and professional practice in sport and

physical activity through scientific study and dissemination of research-based and

experiential knowledge to members and the public.National Soft Drink Association the

National Soft Drink Association (NSDA) is the trade association for America's soft drink

industry, serving the pub.

51
 HISTORY OF COLA

The cola industry has phenomenal possibilities for rocketing profit growth in spite of

the sign of relief heaved by the manufacture at the abrupt sensational termination of coca

cola monopoly the tastes of cola is by no means extinguished the coca. Cola have a status

symbol to it..., generated by the sub standard, penetrated, advertising and extensive

distribution network.

Total soft drink segment is growing at the rate of 10% per year still if international

standard area considered the per capita consumption of three serving in rock bottom, less

than even our neighbors Pakistan and Bangladesh, where it is four more as much. So with

kind of a market potential coke entered in India in 1991 after the permissions of setting up

Britico Food company to coke was granted by the government in Pune in 1992 the plant was

established for is deducted then the bottle are taken out of the line and cleaned again or

rejected.

The most important step is the mixing of drink concentrate dissolved in the soft water the

sugar syrup at the same time. Carbon dioxide is passed in the drink to produce a fizz.

After the crowing of the bottle the crown contains the manufacturing data batch

number and Time. After crowing the bottle, the bottle comes again at checking screen for

checking the bottle.

52
THE PRESENT POSITION OF COKE IN INDIA

Coke is a households name and is the lips of every one. In present time every person

knows the name of coca cola since India is one of biggest market and sultry summer from

March the end of October and huge population has immensely helped in the sales the sales

of coke in India and its making it more economical.

Last years, the market share of Coca Cola was not specific. In this year company’s

top management adopted new policy and increased the rate of all brands of coke. By this

decision top management determined the rate of 300 ml / 10Rs. And the brand of 200 ml

determines the rate of this brand 7Rs. By which medium size

Family and lower level family can be taken the enjoy of coke. By this decision company’s

marketing share has been increased. In present time coke is captured approximate 60%

market share in cold Dinks line. Now coke has defeated all the soft drinks company.

According to service and according to advertising coke has appropriate position.It has now

emerged as the winner and has a good image in the market.

MISSION OF THE COCA-COLA COMPANY

The mission of the Coca-Cola Company is to increase shareowner value over time.

The company accomplished the mission by working with its business partners to deliver

satisfaction and value to customers and consumers through a worldwide system of superior

brands and services, thus increasing brand equity on a global basis.

53
GUIDING PRINCIPLES OF COCA-COLA INDIA

1. We will conduct ourselves and our business activities with the highest standards of

honesty integrity and professionalism.

2. We will recognize the positive contributions that we make as individuals and team

members to produce our business success.

3. We will encourage a learning environment where people can constantly grow,

develop and contribute.

4. We will strive for excellence and seek continuous improvement in everything we do.

5. We will respect all stakeholders, including employees, partners and suppliers and

instill them with a passion to deliver the highest quality goods and service.

6. We will foster initiative and creativity by empowering individual to attain well-

defined objectives.

VISION

 The long-term vision of Coca-Cola in India is to provide exceptional strategic lead to

the Coca-Cola in India.

 Through Coca-Cola system resulting in consumer & customer preference and loyalty

through Coca-Cola is commitment to them and in a highly profitable Coca-Cola

Corporate branded beverage system.

54
 MISSION

The mission of coca cola in India is:

 Increase in shareholder's value over time.

 To achieve the above by working with business partners to deliver satisfaction and

value to customers and consumers through world wide system of superior brand and

services thus increasing the brand equity.

 To achieve the mission the company seeks the contribution from each of the given

areas:

 People working in the company.

 Commitment of the company.

 Goals & objectives of the company.

 Environmental policy.

 Internal control.

BRINDAWAN BEVERAGES LTD.

In the network of the Coca-Cola system, Coca-Cola has either of the two bottling
operation done far the company.

1. COBO (Company Owned & Operated Bottling Operation).

2. FOBO (Franchise Owned & Operated Bottling Operation).

After 1993, when coca cola re enters Indian market, done a lot of changes in the

existing system of the soft drink market prevailing in India, by acquiring the major brands

55
and the bottling operations from Parle. After this company founded some of it’s own

bottling operation in India.

In year 1997, company did a major investment of $700 million in India by

purchasing other bottling operations, all around India and introduces new technology in

them. These bottling plants are called Company Owned and Operation Bottling Operation.

Company has full ownership and operational right for these type of operations. The other

type of bottling operation for the company are called Franchise Owned and Operated

bottling Operation, to these, the company has given the right to produce the product for the

company and to supply with in the territory assigned by the company. Company has no

ownership or operational right/control over these.

56
In India Company have 26 COBO and 14 FOBO operations for the production and control
of the whole operation in India. These are divided in to various zones that are given in the
marketing mix section of this report.

57
 PRODUCT PROFILE

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 the 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 years 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 sold 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 became the number- one selling low-
calorie soft drink in the world.

58
VANILA :
It is an Ice Cream in taste. Launched in 2004.

LIMCA:
This is thirst-quenching beverage features a fresh and light lemon-
lime taste and a 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, juicy m 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.

KINLEY WATER:
This is thirst-quenching beverage features fresh the fresh water
with the saturated oxygen level.

"COMPARATIVE ANALYSIS OF COKE & PEPSI"

59
 The soft drink market all over the world has been witnessing a neck to neck battle

between the two major players, Coca-Cola and Pepsi since the very beginning. the thirst

quenchers are trying hard to have the major chunk of the pie of carbonated soft drink

market. both the players are spending their energies in building capacity, infrastructure,

promotional activities etc.

Coca-Cola being 11 years older than pepsi has dominated the scene in most of the

soft drink markets in the world and enjoying leadership in terms of market share. but the

coca-cola people are finding it hard to keep away pepsi, which has been narrowing the gaps

regularly. the two are posing threats to each other in every nook and corner of the world.

while coca-cola has been earning most of its bread and butter through beverage sales, pepsi

has a multi products portfolio with some portion from the same business.

The two warriors are face to face once again here in india with different strategies

and tactics to attack the rival. coca-cola is focusing upon the joint ventures with the existing

bottlers { fobo } franchise owned bottling operations to enhance its control on

manufacturing and marketing of its products range and attain the quality standards of its

class.

Countering it pepsi has taken the battle in its own hands by floating as investment of

$ 95 billion to set pepsi company. india holdings, as subsidiary for { cobo } company owned

bottling operations. both the companies are following different path to reach the same

destiny i.e. to fetch the bigger portion of aerated soft drink market. both consider india a

huge potential market, as per capita consumption here is a mere 3 serving annually against
60
the world average of 80. therefore, they are putting in their best efforts to woo the indian

consumer who has to work for 1.5 hours to buy a bottle of soft drink. in comparison to the

international norms minutes, a major hurdle to cross over for both the athletes for getting

no.1 position comparison to the inter. coca-cola is well set with its 53 bottling sites through

out the country giving it an edge over competition by processing a well-built bottling and

distribution set-up. on the other hand, pepsi, with two more years in india, has been able to

set an image of a winner in india and has been able to get the pulse of the india soft drink

market. the soft drink giants are leaving on stone unturned and her for the long terms.

Coca-Cola has been penetrating the market through its wide product range with a

determination to change consumption pattern of soft drink in india. firstly, they upgraded the

whole industry by introduction 300 ml bottles, which in turn had given the industry a

booming growth of 20% as compared to the earlier 5%. they want to develop a coca culture

here and are working on a strategy to offer

soft drink in every possible package. in coca-cola camp, the idea of competition has not

come from pepsi, but from the other beverages such as tea, coffee, nimbu pani, water etc.

pepsi is quite aggressive in its approach to indian consumer. they are desperately working

on the strategy to be winners in the hot cola war between two big barons. according to pepsi

philosophy, it’s the madness that encourages executive to think, to conjure up those creative

tactics to knock the fizz out their competition. pepsi had plumbed a large on the visibility of

its blue red and white logo. they have been going with aggressive marketing by putting

Amir Khan, Akshay Kumar and their advertisement to endorse their brand, the role models

61
for its targeted consumer the teenagers. They have increased the fizz in the market place by

introducing the dispensers called fountain Pepsi and has been enjoying a lead over its rival

there. Coca-Cola on the other hand, has been working on the saying slow and steady wins

the race’s side by retailing to every more of its competitor. they have procured the shield of

thumps up with a handsome market share in Indian soft drink market.

Countering Pepsi’s international commercial that used two chimpanzees to cock a

snoop at coke, thumps up come with the ad line, don’t be Bandar, taste the thunder. also

thumps up has been positioned now very near to that young image of Pepsi and giving it a

though time.

These cool merchants have put everything on fire. it coke got the status of the

official drink of wills. world cup, Pepsi blushed as nothing official about it. as thumps up

projected as ‘Saaree Jahan Se Achcha’ Pepsi was passionate enough with ‘freedom to be’

and now the “Yeh Dil Mange More” when thumps up came with thunder blast, the other

offered ‘Pepsi stuff card’. if red is meant for coke, Pepsi has chosen to be blue.

62
 SURVEY AREA - TAJ GANJ

POSM VISI
OUTLATE DLR-ADD1 DISTR- VISI
STICKE
NAME NAME TOP
DISPLAY BUNTINGS GATE R

ZAHOOR COLD LAJPAT NAGAR YES YES YES YES YES

KAILASH
LAJPAT NAGAR YES YES YES YES YES
HOTAL

GUPTA PAN LAJPAT NAGAR YES YES YES YES YES

OMI LASSI LINE PAR YES YES YES YES YES

AFTAB P.C.O. LINE PAR YES YES YES NO YES

KIPPS LINE PAR YES YES YES NO YES

SPECIAL PAN GANDHI NAGAR YES YES YES YES YES

DLIP
GANDHI NAGAR YES YES YES YES YES
RESTURENT

SETHI
GANDHI NAGAR YES YES YES YES YES
GENERAL

63
 SURVEY OUTLET
OUTLET NAME PERCENTAGE OF PERCENTAGE
COCA-COLA OF PEPSI
OMI LASSI 70% 30%
KAILASH HOTEL 100% __
KIPPS TAJ GANJ 60% 40%
SPECIAL PAN 100% __
RAKESH CHANDRA 100% ___
GUPTA PAN 70% 30%
AFTAB PCO 100% ____
AGRA SWEETS 100% ____
VICKY COLD DRINK 100% __
ZAHOOR COLD DRINK 100%
CHILDREN PARK CANTEEN 50% 50%
MILIKES 60% 40%
BIKANEERWALA 50% 50%
CHAMAN DHABA 100% ----
AMBEY BAKERS 40% 60%
P. K. NAMKEEN 60% 40%
CHAWALA RESTAURENT 50% 50%
KIPPS SUPEER MARKET 50% 50%
AGRAWAL KIRANA 60% 40%
AMUL PARLOUR 60% 40%
AGRAWAL KIRANA 50% 50%
SUNNY VAREITY 100% ___
BANKE BIHARI 60% 40%
CHAURASIA PAN 100% _-_
VERMA DHABA 60% 40%
KIPPS JAYSON 50% 50%
RATAN SWEETS 50% 50%
KIPPS SUPERMARKET 60% 40%
AL KAREEM CONFECTIONARY 70% 30%
GOLDI SWEETS 60% 40%
SSD FOOD 80% 20%
APNA STORE 50% 50%
GANGAUR SWEETS 40% 60%
KAMAL DAIRY 60% 40%
ARUN NARULA RAILWAY STATION 100% _
SHIV HOTAL 100% _
Bansal sweets _ 100%
TOTAL % OF TOTAL % OF
TOTAL OUTLET=35 COCA-COLA PEPSI =31.15%

64
 =68.85%

OVERALL STOCK AVILABILTY- WARM AND COLD

PACK (IN CRATE)
200 300 600 2000
BRAND

COKE PEPSI 54 16 30 9 52 72 24 59
LIMCA MIRINDA 28 - 20 - 14 - 8
LEMON
FANTA MIRINDA 30 - 25 7 44 - 1 41
ORANGE

SPRIT MOUNTAN 39 10 20 4 - 12 12 -
E DEW
THUM 7 UP 55 9 44 2 48 - 30 19
SUP
MAAZ SLICE - 2 - 1 - - - -
A
KINLE LEHAR SODA - - - - - - -
Y
SODA

OVERALL SHARE 200 300 600 2000

COKE 84.77% 85.8% 65.29% 38.34%
PEPSI 15.23% 14.2% 34.71% 61.65%

MERCHANDISING

The exchange of goods for an agreed sum of money

Definition-A (Webster's) :

65
Merchandising-

N. 1. (Commerce) The activities associated with selling products, such as

identification of the market{7}, advertising at the right time in the right media{7}, and

creating attractive packaging and displays; also, the study of the best methods to accomplish

such goals.

merchandising - the exchange of goods for an agreed sum of money

Synonyms: marketing, selling

Definition-B (Encyclopedia) :

Merchandising is a marketing practice in which the brand or image from one

product or service is used to sell another. It is most prominently seen in connection with

films, usually those in current release, and with television shows oriented towards children.

Trademarked brand names, logos, or character images are licensed to manufacturers

of products such as toys or clothing, who then make items in or emblazoned with the image

of the license, hoping they'll sell better than the same item with no such image.

MERCHANDISING STRATEGY (All Services) :

Assess your company's overall strategy to win customers, from point of discovery to

exploration, testing and validation. Make additional recommendations on retail store

efficiencies, cost savings, and overall performance.

66
 Assess strategic direction and financial plan of merchandising efforts. Work to

develop and implement retail partnering programs (and new product lines), where

applicable.

• Develop in-store events and vendor co-sponsorship programs.

• Create additional awareness and distribution channels through strategic

partnerships leveraging print, TV, radio, live events (tours, festivals, etc.) and more.

• Where no retention program exists, work with management to rapidly adopt a system

to increase repeat purchases, build upon average order size, lower related costs, and

maximize customer loyalty.

MERCHANDISING TYPES:

• Retail Merchandising

• Visual Merchandising

VISUAL MERCHANDISING:

Years ago, Visual Merchandising was referred to as Window Dressing because a

store's window was the main area where merchandise was displayed. Today the Visual

Merchandising team displays merchandise in:

67
 Shop Interiors
Windows

ROUTE PRODUCTIVITY

Many product distributors find themselves with a delivery route system that has "evolved"

over the years into - well, let's just say a state of relative inefficiency. When was the last

time your distributor operation completed a thorough, bottom-up review of its route system

efficiency? When was the last time the entire company was re-routed?

If the answer to these two questions is years, the business may have considerable

room for route efficiency improvement. In a re-route of a product distributor's delivery

system, it is commonly-believed that sales routes need to be developed first - with delivery

routes developed later to support sales. The theory driving this approach is that to be a

"sales-driven" organization, one must develop sales routes first to ensure the company is

matching resources optimally to meet market needs. This approach is unsound and likely

68
results in a route system that is: inefficient from an operations standpoint, and does not

optimally meet customer demands.

The delivery system is the most expensive component dealt with in an entire company re-

route. Therefore, from a strictly financial sense, it is logical to begin the re-routing process

with an optimization of this more expensive component. Sales routes, merchandising routes,

etc. can be developed secondarily to match the optimized delivery routes.

Does a Focus on Delivery Optimization Compromise the "Sales-Driven" Organization?

By definition, the re-routing of an entire distributor operation requires balance and

compromise. While at first glance, an initial focus on delivery optimization may seem to be

a contradictory objective to developing a true "sales-focused" route system, the analysis is

not so simple

By ensuring maximum efficiency in the delivery route system, wholesalers free up resources

within the organization that can be re-directed into the sales effort. A properly designed and

executed re-route can be one of the most important things a wholesaler can do to increase

both its delivery system productivity and efficiency measurements - and to provide financial

resources to focus on driving increased revenues in the business.

When was your last re-route? Is your business missing opportunities because of route

inefficiencies? How do you know if delivery routes, sales routes, merchandising routes, are

optimaled designed?

Delivery operations in a distributor operation primarily focus on the task of "getting

the product to market". Delivery can mean different things to different distributor
69
environments, however. Some distributors view delivery as just that - nothing more than

driving the product from one location to another. In other distributor environments, delivery

drivers are expected to provide additional services such as the construction of in-store

displays, the putting up of point-of-sale materials, product rotation, product pull-up, and

product facing. In some distributor operations, delivery drivers are, in fact, referred to as

Customer Service Representatives (CSRs) which conveys the expectation that drivers will,

in fact, provide additional services viewed by the customer as having value beyond just the

dropping of product at the back door.

The type and level of services expected by the delivery department will, of course, have

direct impacts on issues such as the:

1. Type and quality of individual sought for delivery positions;

2. Methods used for compensating delivery driver positions;

3. Interaction of the delivery driver with other facets of the distributor operation;

4. Productivity measurements expected and produced.

Delivery Productivity

Productivity in the delivery department can be measured in two major ways.

One method focuses on asset utilization. A typical measurement providing information on

asset utilization is to develop some type of product movement ratio on a per-route basis.

The most common product movement ratios are:

- unit volume sold per year;

- annual revenues;

70
 - annual gross profits.

For example, a business generating $10, 00,000 in annual revenues utilizing 20 delivery

routes has a ratio of $5, 00,000 of revenues per route. In this calculation, a single route is

defined as one five-day per week full-time equivalent. In other words, one route going out

only 2 days a week is considered to be only .4 of a full-time equivalent route [2/5].

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY:

Research is a diligent and systematic inquiry or investigation into a subject in order to

discover or revise facts, theories, applications, etc. methodology is the system of methods

followed by particular discipline. Thus, research methodology is the way how we conduct

our research.

DEFINITION OF RESEARCH

The term research is also used to describe an entire collection of information about a

particular subject. Research is defined as human activity based on intellectual application in

the investigation of matter. The primary purpose for applied research is discovering,

interpreting, and the development of methods and systems for the advancement of human

knowledge on a wide variety of scientific matters of our world and the universe. Research

can use the scientific method, but need not do so. Scientific research relies on the application

of the scientific method, a harnessing of curiosity. This research provides scientific

71
information and theories for the explanation of the nature and the properties of the world

around us. It makes practical applications possible. Scientific research is funded by public

authorities, by charitable organisations and by private groups, including many companies.

Scientific research can be subdivided into different classifications according to their

academic and application disciplines. Historical research is embodied in the historical

method.

TYPES OF RESEARCH

Quantitative research:- Quantitative research is descriptive and provides hard data on the

numbers of people exhibiting certain behaviours, attitudes, etc. It provides information in

breadth and allows you to sample large numbers of the population. It is, however, structured

and does not yield the reasons behind behaviour or why people hold certain attitudes.

Techniques commonly used in HE/FE include postal surveys (particularly appropriate in the

case of student populations where name and address information is available), telephone

surveys (appropriate for surveys of employers), on-line or web-based surveys (very cost-

effective for reaching audiences where e-mail penetration is high, such as students and

university/college staff) and mystery shopping (in this case to test quantifiable aspects of the

service).

Qualitative research:- Qualitative research allows you to explore perceptions, attitudes and

motivations and to understand how they are formed. It provides depth of information which

can be used in its own right or to determine what attributes will subsequently be measured in

72
quantitative studies. Verbatim quotes are used in reports to illustrate points and this brings

the subject to life for the reader. However, it relies heavily on the skills of the moderator, is

inevitably subjective and samples are small. Techniques include group

discussions/workshop sessions, paired interviews, individual in-depth interviews and

mystery shopping (where the researcher plays the role of a potential student, etc in order to

replicate the overall experience).

Secondary or desk research:- The collating and analysis of secondary data is called desk

research. Secondary data is data that already exists and may be found within your own

organisation or is published by another party and readily available.

RESEARCH DESIGN

Plan outlining how information is to be gathered for an assessment or evaluation that

includes identifying the data gathering method(s) , the instruments to be used/created, how

the instruments will be administered, and how the information will be organized and

analyzed.

DATA COLLECTION

Data collection is a term used to describe a process of preparing and collecting data -

for example as part of a process improvement or similar project. A method of data collection

in which the situation of interest is watched and the relevant facts, actions and behaviors are

recorded.

73
PRIMARY DATA COLLECTION METHODS

In primary data collection, you collect the data yourself using methods such as

interviews and questionnaires. The key point here is that the data you collect is unique to

you and your research and, until you publish, no one else has access to it.

SECONDARY DATA COLLECTION METHODS

All methods of data collection can supply quantitative data (numbers, statistics or

financial) or qualitative data (usually words or text). Quantitative data may often be

presented in tabular or graphical form. Secondary data is data that has already been collected

by someone else for a different purpose to yours. For example, this could mean using:

DATA SOURCES : Primary & Secondary data.

DATA COLLECTION METHOD : “Survey”

RESEARCH INSTRUMENT :“Questionnaire”

SAMPLE SIZE : 100

SAMPLE PROCEDURE :‘Simple Random Sampling’

SAMPLING METHOD :‘Personal Interview’

74
 FINDINGS AND ANALYSIS

1. Do you prefer cold drink?

Response No of Respondent Percentage (%)

Yes 56 56%
No 39 39%
Can’t Say 05 05%
Total 100 100%

5%

39% Y es

56% No

Can’t S ay

75
Interpretation:
The graph & table clear view regarding the importance given to a brand name while
choosing the cold drinks. It was found that the 56% of Respondent says Yes and 39% of
respondent say No and the only 5% of respondent not in a position to say anything.

2. If yes how frequently? (Daily)

Response No of Respondent Percentage (%)

Less than 2 56 56%

2–4 39 39%
More than 4 05 05%
Total 100 100%

Less than 2
39 4-Feb
56 More than 4

Interpretation:

76
 The graph & table clear view regarding the importance given to a brand name while
choosing the cold drinks. It was found that the 56% of Respondent says Yes and 39% of
respondent say No and the only 5% of respondent not in a position to say anything.

2. Which flavour do you like most?

Flavour No of Respondent Percentage

Cola 41 41%
Citric 26 26%
Lemon 21 21%
Orange 10 10%
Others 02 02%
Total 100 100%

45% 41%

40%
35%
26%
30%
21%
25%
20%
10%
15%
10%
2%
5%
0%
Cola Citric Orange Lem on O thers

Interpretation:
The given graph & table show the most popular flavour in cold drinks is Cola. It was
found that the 41% respondent likes the Cola Flavoured, 21% of respondent likes the Lemon
flavoured, 26% of respondent likes the citric flavour, 10% likes the Orange flavour and only
2% likes the other flavoured.

77
 4. Do you give importance to brand name while choosing your cold drink?

Response No of Respondent Percentage (%)

Yes 56 56%
No 39 39%
Can’t Say 05 05%
Total 100 100%

5%

39% Y es

56% No

Can’t S ay

Interpretation:
The graph & table clear view regarding the importance given to a brand name while
choosing the cold drinks. It was found that the 56% of Respondent says Yes and 39% of
respondent say No and the only 5% of respondent not in a position to say anything.

78
 5. Which brand you prefer most?

Brands No of Respondent Percentage (%)

Coke 58 58%
Pepsi 21 21%
Others 21 21%
Total 100 100%

60%

50%

40%

30% Series1

20%

10%

0%
Coke Pepsi Others

Interpretation:
The given diagram gives the view regarding the most popular and demanded brand.
It was found that the 58% of respondent preferred the Coke as most popular brand, 21% of
respondent say Pepsi as most popular brand, 16% of respondent referred the coke as the
popular brand and the only 21% of respondent say others was a the most popular brand.

6.. You like the particular brand of cold drink because of?
79
Option No of Respondent Percentage (%)

Brand 58 58%
Flavor 21 21%
Advertisement 21 21%
Total 100 100%

21

Brand
Flavor
58 Advertisement
21

Interpretation:
The given diagram gives the view regarding the most popular and demanded brand.
It was found that the 58% of respondent preferred the band as most popular brand, 21% of
respondent say flavor as most popular brand, and the only 21% of respondent say
advertisement was a the most popular brand.

7. In your opinion which brand of cold drink is most demanded or popular?

80
Brand No of Respondent Percentage (%)

Coke 51 51%
Pepsi 47 47%
Others 02 02%
Total 100 100%

2%

Cok e

47% 51%
P epsi

O thers

Interpretation:-
The graph & table gives the information regarding the available the available brand
on their college canteen or a colony or a locality. It was found that 51% of respondent found
the Coke brands of cold drink highly available while 47% of respondent said that they found
Pepsi brand as highly available and only 02% of respondent said that they found other brand
like Frooti or others brands highly available. This difference in the response is because of
the consumption of different brands in different segments.
8. Which brand is more available in your retailer’s shops?

Response No of Respondent Percentage (%)

81
Cola 61 61%
Citric 30 30%
Fruit flavoured 9 9%
Total 100 100%

61%
70%

60%

50%
30%
40%

30%

20% 9%

10%

0%
Cola Citric Fruit flavoured

Interpretation:
The given chart table shows that the most available flavour on the respondent
retailer’s shops. It was found that the 61% of respondent (Consumers) say that they find
Cola flavour on their retailer’s shop.30% of respondent found the citric flavor on their
retailer’s shop. Science cola flavour is a Universal flavour in India, with consumers of all
age, sex and preference accepting it whole heartedly.

9. Which brand of cold drink do you find most in your college canteen/colony/locality?

Brand No of Respondent Percentage (%)

Coke 51 51%
Pepsi 47 47%
Others 02 02%
82
Total 100 100%

2%

Cok e

47% 51%
P epsi

O thers

Interpretation:-
The graph & table gives the information regarding the available the available brand
on their college canteen or a colony or a locality. It was found that 51% of respondent found
the Coke brands of cold drink highly available while 47% of respondent said that they found
Pepsi brand as highly available and only 02% of respondent said that they found other brand
like Frooti or others brands highly available. This difference in the response is because of
the consumption of different brands in different segments.

10. . In your opinion which soft drink is better in taste flavour?

(i) In a cola flavour.

Brand No of Respondent Percentage (%)

Coke 75 75%
83
Pepsi 25 25%
Total 100 100%

Interpretation:
The given table and diagram gives the idea of the respondent opinion regarding the
Cola flavour drink. It was found that the 75% of respondent likes the Coke and the only 25%
respondent likes the Pepsi flavour.

84
 (ii) In orange flavour

Brands No of Respondent Percentage (%)

Miranda Orange 64 64%
Fanta 28 28%
Others 08 08%
Total 100 100%

Interpretations:
The above given table and chart show the opinion of the respondent regarding
Orange flavour. It was found that the 28% of respondent likes fanta of COKE brand, 64% of
respondent likes the miranda of the PEPSI brand and 8% of respondent likes the other soft
drinks of orange flavour.

(iii) In Mango flavour

85
Brands No of Respondent Percentage (%)
Mazza 37 37%
Slice 22 22%
Others 41 41%
Total 100 100%

Interpretations:
The above shown table and chart gives the view regarding the opinion of respondent
about the Mango flavour. It was found that the 41% of respondent likes Frooti, 37% of
respondent like Mazza of Coke and only 22% of respondent likes the Slice of Pepsi brand.
One of the greatest advantages with Frooti is that it comes in tetra pack which is a one way
pack. People find it convenient to take it home for consumption. Even coke and Pepsi have
introduced tetra pack in the Mango drink recently but it will definitely take some time take
away market from the market leader. Also Frooti is a well established brand has available in
tetra pack for a long time.
11. Which brand advertisement appeals you most?

86
Brands No of Respondent Percentage (%)

Coke 52 52%
Pepsi 48 48%
Total 100 100%

48%
Coke
52%

Pepsi

Interpretations:
The given chart shows that the respondent about the most appealing brand
advertisement. It was found that the 52% of respondent says that Coke advertisement is most
appealing, 48% of respondent says Pepsi advertisement is most appealing one. The
advertisement of Coke features Bollywood star like Aishyarwa Rai, Hritik Roshan,
Karishma Kapoor and Amir Khan who are highly acceptable by the public. The
advertisement of Coke featuring Amir Khan with a punch line
“Thanda Matlab…………….Coca-Cola”
It was a super hit which took Coke not only to the rural markets but also overturned
the market of Pepsi.

12 Most effective punch line in your opinion of?

87
Brands No of Respondent Percentage (%)

Coke 44 44%
Pepsi 43 43%
Thumps Up 8 8%
Others 5 5%

5
8

Coke
44
Pepsi
Thumps Up
Other
43

Interpretations:
The above given table and chart show the opinion of the respondent regarding 44%
Coke, 43% Pepsi, 8% thumps Up and 5% other brands of soft drink.

88
13 You like the product which is promoted by the celebrity?

Response No of Respondent Percentage (%)

Yes 40 40%
No 32 32%
Can’t say 28 28%
Total 100 100%

28%
40%
Yes

No

32%
Can’t say

Interpretations:
The group & table show that the people like the product of it promoted by a
celebrity. It was found that 40% of respondent said that they the product because of the
celebrity shown in the advertisement consuming it, 32% of respondent says No about the
celebrity promotion, 28% respondent not in a position to say anything. In India people have
a great craze for their favorite celebrities’ They have a lot of love for their favorite
celebrities they want to imitate by doing what they do as shown in the advertisement.

89
14 Do you think that the pricing strategy adopted by the cola companies fascinate the
consumer?

Response No of Respondent Percentage (%)

Yes 64 64%
No 22 22%
Can`t Say 14 14%
Total 100 100%

14%

Yes
22%
64% No

Can`t Say

Interpretations:

The given table & diagram shows that how effective the companies facility the
consumer. It was found 64% of respondent says yes. 22% of respondent says No and 14%
respondent can’t say anything. India is a mass market for the consumer product but at the
same time it is also a very “Price Sensitive” Market. So with a small decrease in price results
in a drastic increase in the demand. Since soft drink is a consumer product, the price has a
great influence on the demand of the product.

90
 CONCLUSION

From this summer training and project titled Comparative Analysis of Coke & Pepsi

(with reference to Agra region) , I have learned a lot about real practical work being done

in the market I have also watched & learned the practical applicability of the various things

that we have studied theoretically.

I observed on the basis of survey in city that Coca-Cola lay emphasis on

merchandising in order to become the No.1 brand in soft drink industry the report was found

out the availability of different flavor and packs.

Cola-Cola adopt a good customer relationship management, it focus on the, segment of

the product because each segment is affected by different sets of factor which hamper or

enhance sales. Each segment had its own Pros & Cons. So we have to understand the

various segment of soft drink industry that which flavor is existing more in the market, Such

as Thums-up strong brand of coke which is more popular in young generation. I also

observe about fate dealer, sub dealer, monopoly counter & its marketing strategy. Such as

fate dealer is influence wrong direction to the market. They are supply product at high

margin with low scheme.

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 SUGGESTIONS

 The company should conduct survey of dealers on distribution channel and should

listen the problem of dealers regularly.

 The quality of services should be improved.

 The company should regularly watch the effectiveness of distribution channel

regularly.

 The company should try to reduce the number of steps of distribution channel.

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 LIMITATIONS

1.The area of study is limited to the merchandising and route productivity aspects of the

system, while the marketing has other crucial areas too which were left uncharted

2. The study is limited to eastern region of coca cola which is a multinational company, so

the area plays as a constraint in the study.

3. The time period allotted for the study was only of two months, which may provide a

deceptive picture in comparison of the study based on long run.

4. The study was based on both primary and secondary data but the relevance of the

secondary data may not be justified.

5. The success of any survey depends upon the quality and integrity of the surveyor who

collect the basic data by expressing the subject under the study and on the respondents who

provides the data required by filling up the questionnaire .The accuracy of the data collected

solely depends upon the cooperation and truthfulness of the person who is being

interviewed.

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 BIBLIOGRAPHY

Books:
1. Kotler Philip “Marketing Management”; Prentice-Hall India (PHI); 11th Edition;

2007, New Delhi.

2. Kotler Philip, Armstrong Gary “Principle of Marketing”; Prentice-Hall India (PHI);

10th Edition; 2009, New Delhi.

3. Rathore B.S., “Advertisement Management”,Himalaya Publishing House, 5th

Edition, 2008, New Delhi.

Webliography:

www.pepsico.com

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 QUESTIONNAIRE

• 1. Name of the Respondent:- …………………………

• 2. Address: - ………………………….
• 3. Age group: - ………………………….
• 4. Educational Background …………………………
1. Do you prefer cold drink?
(a) Yes (b) No
2. If yes how frequently? (Daily)
(a) Less than 2 (b) 2 – 4 (c) More than 4
3. Which flavour do you like most?
(a) Cola (b) Citric (c) Orange
(d) Lemon (e) Others.
4. Do you give importance to brand name while choosing your cold drink?
(a) Yes (b) No (c) Can’t Say
5. Which brand you prefer most?
(a) Coke (b) Pepsi (c) Both
(d) Others
6. You like the particular brand of cold drink because of?
(a) Brand (b) Flavor (c) Advertisement
7. In your opinion which brand of cold drink is most demanded or popular?
(a) Coke (c) Pepsi (d) Others.
8. Which brand is more available in your retailer’s shops?
(a) Cola (b) Citric (c) Fruit Flavored.

9. Which brand of cold drink do you find most in your college canteen/colony/locality?
(a) Coke Brand (b) Pepsi Brand (c)Others.
10. . In your opinion which soft drink is better in taste flavour?
a. In Cola Flavour

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 (a) Coke (c) Pepsi
In Orange flavoured.
(a) Fanta (b) Miranda Orange (c)
Others.
In mango Flavoured.
(a) Mazza (b) Slice (c) Others.
11. Which brand advertisement appeals you most?
(a) Coke (b) Pepsi (c) Others.
12. Most effective punch line in your opinion of?
(a) Coke (b) Thumps up
(c) Pepsi (d) Others.

13. You like the product which is promoted by the celebrity?

(a) Yes (b) No (c) Can’t Say
14. Do you think that the pricing strategy adopted by the cola companies fascinate the
consumer?
(a) Yes (b) No (c) Can’t Say
15. Any Suggestion:-
…………………………………………………………………………………

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