Hindustan Coca Cola

Beverages Private
Limited
A REPORT ON
COMPARATIVE STUDY OF SERVICE
FREQUENCEY OF COCA COLA AND PEPSI

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 EXECUTIVE SUMMARY

PROJECT OBJECTIVE:
To study the service frequency and brand preference of retailers
survey towards Coca cola and Pepsi

RESEARCH METHODOLOGY:
RESEARCH TYPE : EXPLORATORY

The research work was done on

• Retailers

Sample size for this survey was

• Retailer size : 100
• Survey area : Varanasi
• Data type : Primary Data

Data collection was done through questionnaire and informal

interviews.

Sample selection was done through stratified sampling and

convenience sampling.

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 Beverages Market Research Reports
Find comprehensive market research and company reports on the
Beverages Industry. More specifically, find reports on industries such as
Coffee, Wine and Beer. Reports include data on market segmentation,
size and growth in US, UK, Europe, Asia and global markets.

• Alcoholic Beverages : 993

• Beer : 722
• Beverage Packaging : 134
• Beverage Company Reports : 423
• Bottled Water : 254
• Coffee & Tea : 583
• General Beverages : 590
• Juices : 389
• Milk & Dairy : 299
• Nutraceuticals : 200
• Soft Drinks : 984
• Sports Nutrition : 83
• Wine : 503

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 Pesticides in Soft Drinks (Pepsico and Coca-Cola)
In -Depth Section

SE rejects offer to meet Coca – Cola, Says process has been

compromised

• Had initially agreed to meet in good faith. But will not do so now,
since public policy is compromised
• Believes these are nothing but efforts to delay and prevaricate on
standards
• Sends Union health ministry point-by-point response. Says no
substance in the charge that CSE report is "inconclusive" or
"inconsistent"

New Delhi, September 6, 2006: Protesting the double standards of the soft
drinks industry and the inordinate delays in setting norms, Centre for
Science and Environment (CSE) has rejected an offer of a meeting
extended by Coca - Cola.

On August 16, Coca-Cola had invited CSE to a meeting to discuss the

issue of pesticide residues in its products. CSE had, initially, agreed to the
meeting - but on the condition that the agenda be confined to regulations.
Clarifying CSE's position, its director Sunita Narain said: "Our initial
response of acceptance to the meeting was in good faith, believing that the
company was genuinely interested in a dialogue on how the process of
regulation and standard setting would move forward. But recent events
since then make it clear that public policy is being compromised, and

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therefore, we cannot see the purpose of a meeting between Coca - Cola
and us."

In its letter to the CEO of Coca-Cola India, CSE has explained why it
believes public policy has been compromised. The report of the expert
committee of the Union ministry of health and family welfare was "based
verbatim on the comments of the scientists that (the) company had flown
down from London." Furthermore, CSE says its "response to the expert
committee report will make it clear that the evidence used to discredit (its)
report is based on what can be, at best, called misinterpretation of
scientific data and at worst, a deliberate and well-orchestrated strategy to
thrash (its) analysis and work".

CSE has reiterated its concern that these tactics to delay and divert are not
new. It has reminded the Coca-Cola CEO how on March 29, 2006, the
critical meeting of the Bureau of Indian Standards (BIS) convened to
finalize standards for carbonated beverages was sought to be stymied.
How a letter dated the same day, written by the Union health secretary
asking for the standards to be deferred, was in the knowledge of the cola
majors. This evidence of collusion, CSE says, "shocked" all. But sadly,
nothing has changed. CSE's letter makes it clear that this is an effort to
delay and prevaricate on notifying standards already finalized by the BIS
so that the process can move towards validation of the test methodology.

CSE concludes: "In these circumstances, we have little to discuss with

your company. We therefore, offer you our regrets for not accepting your
offer to meet."

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CSE has also sent a detailed point-by-point rebuttal of the expert
committee report to the Union health ministry, which makes it amply clear
that this is nothing but a well-orchestrated campaign of vilification. The
Joint Parliamentary Committee (JPC) had cleared and endorsed every
aspects of its 2003 study. CSE's current study has followed exactly the
same methodology and given similar results - and yet this campaign is
underway. "If anything, we have gone a step further and reconfirmed our
findings through a GC-MS as was suggested by the JPC. We, therefore,
believe that any further enquiry in this matter is unwarranted and will
divert the attention from the main issue: regulation of these products," says
CSE.

After careful scrutiny of the report of the expert committee, CSE says in its
reply: "We do not accept that it is justified to say that our report on
pesticide residues is "inconclusive" or even "inconsistent". The fact is that
there has been a careful and deliberate attempt to misinterpret our report or
to find fault where none exists". CSE has given three examples to elaborate
its point:
• The expert committee's claim that the CSE report was
“inconclusive” was based on misinterpretation. The fact is that CSE
has used the GC-MS laboratory equipment to reconfirm the identity
of the pesticides and not to quantify it, as claimed by the ministry. In
fact, CSE has used other equipments - the GC-ECD and the
GC-NPD to identify, quantify and even confirm the pesticides.

• The expert committee's claim that the CSE report is "inconsistent" is

based on incorrect understanding of tropical toxicology. The
ministry's committee has parroted the contention of Coca - Cola

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 sponsored scientists that it is unlikely that the samples could have
had residues of HCH isomers or Heptachlor as it has been banned
since 1996. CSE, in its reply, has given detailed references of studies
conducted by the ministry's own scientists, which have detected the
same pesticides. "Therefore, unless all studies done in India are
wrong, the CSE study cannot be dismissed as inconsistent," says its
reply.

• The expert committee's claim that the CSE report should not have
found Malathion shows complete disrespect and dismissal of the JPC
report, which had discussed this issue and resolved it clearly. It
reveals that the intent of the expert committee is not to conduct an
impartial enquiry but to persist in raising unwarranted issues against
CSE and its laboratory, and to discredit and harass its scientists.

CSE has appealed to the ministry that standards for the final product
should be notified urgently. "It is not enough to issue advisories against the
health aspects of soft drinks, it is equally and more imperative that we set
regulations so that people are reassured of their safety", says its letter to the
ministry.

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 Ganguly panel confirms pesticide in soft drinks
Kushal P. S.
The committee headed by N K Ganguly, director
general, Indian Council of Medical Research, has
finally made its recommendations, mooting a final
product standard to regulate soft drinks. The
committee's report, filed in the Supreme Court on
March 13, now paves the way for the Union
ministry of health and family welfare to finalize
SHYAMAL and notify a mandatory final product standard for
pesticide residues in soft drinks.
When in place, these standards will be the world's first soft drink companies
will have to meet. The recommendations come as a vindication for the
Centre for Science and Environment's (CSE's) research on pesticide residues
in soft drinks. For almost four years it has been advocating a final product
standard for soft drinks as a public health imperative. This demand had been
endorsed by a joint parliamentary committee (JPC) in February 2004, which
directed the government to establish a final product standard.

The Ganguly committee has recommended a "maximum residue level of

one part per billion (ppb) for an individual pesticide for carbonated water"
The panel's report has based its recommendations on a public health risk
assessment of soft drinks based on an estimation of quantities consumed.

While the panel has recommended limits for individual pesticides, it has
stopped short of prescribing a limit for total pesticide residues in soft
drinks. Even the limits for individual pesticide prescribed are 10 times the

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0.1 ppb limit finalized by the Bureau of Indian Standard (BIS) in March
2006.

BIS had also prescribed a limit of 0.5 ppb for total pesticide content

The Ganguly committee, also known as the National Level Expert Group,
was constituted in November 2004 by the health ministry to guide the
authorities fixing "maximum residue levels limits of pesticides in
carbonated beverages, fruit and vegetable juices and other finished
products"; "on monitoring of pesticides in carbonated beverages"; and,
"based on the contents of the soft drinks/beverages to advise on their
harmful effects". The committee, agreeing with JPC's observations, said:
"Fruits and vegetables juices and other finished products cannot be clubbed
with the carbonated water for fixation of maximum limits." While talking
about the finished product standards for soft drinks, the panel echoed what
JPC had said: "The reason that the other countries have not fixed such
limits, should not dissuade our lawmakers in attempting to do so."

The committee had got samples of sugar, sugar syrup and soft drinks tested.
This was significant since soft drink companies have for long argued that
sugar is contaminated, to avoid regulation. During the meetings of a BIS
committee, too, industry representatives had argued that Indian sugar was
contaminated, which was the sources of residues in their products. But
sugar sample tests, both by soft drink companies and the authorities, had
not shown pesticide residues. The Ganguly panels test reports reaffirm this.
"The results obtained conclusively demonstrated that sugar manufactured in
India and made available to the carbonated water industry is practically free
from pesticide residues and, if used, is not likely to contribute the levels

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more than their limits of quantification, i.e., 0.05 ppb…." says the report.
Even sugar syrup samples showed a complete absence of pesticide residues.

Residual Issues:
While testing samples of soft drinks to ascertain the levels of pesticides in
them, the panel "found pesticide residues in colas”, says an expert enlisted
by it.

A total of 19 samples of popular brands of carbonated water were collected

from designated sources from different parts of the country and were tested
at the National Institute of Occupational Health, Ahmedabad. Residues of
HCH Isomers and DDT, both organochlorine pesticides, were detected.
Levels of both the pesticides in certain samples were found to be 2-3.3
times higher than the individual limit finalized by BIS. Some samples were
found to have higher total pesticide levels than BIS's 0 5 ppb limit

These tests proved to be a setback for the cola companies on one more
count, showing colas can be reliably and repeatedly tested both for
monitoring and regulation. Soft drink companies have maintained that the
government cannot set a standard because their product, being a complex
matrix, cannot be reliably tested in laboratories. In its presentation to the
committee, CSE had shown how governments across the world test soft
drinks for pesticide residues.

The committee accepted that laboratory tests can be done to check for
pesticides at sub-ppb levels. “In recent times, it is possible to measure
residues of several compounds in single analysis by multi-residue methods
at sub-ppb levels using modern techniques such as GCMS/MS or LC-

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MS/MS" the committee observed CSE had in its testing of cola samples
used the GC-MS/MS.

The committee went on to specify certain criteria for analysis of pesticide

residues for regulatory or legal purposes which include "confirmation of
residues along with quantification", precisely as CSE had done for its
August 2006 study on soft drinks.

Limited Exercise:
BIS had prudently established an upper limit for total pesticide residues.
Flying in the face of that standard, the Ganguly panel says: “Fixation of
limits for total pesticide is not considered scientifically justified in the
context of the present knowledge as no interaction has been reported to
occur between pesticides at such a low level." This conclusion is wrong on
two counts. First, by basing its conclusion on the present limits of scientific
knowledge the panel has towed industry's line. Typically, industry -
pesticide, food or any other - has hidden behind the excuse of scientific
uncertainties. Any science - based standard obfuscates the importance of
health and does not adequately reflect public health concerns, the primary
purpose of a food standard. Secondly, even this limitation of science relied
upon by Ganguly is wrong because cumulative impacts of pesticides and
pesticides with a common mode of action (those which have similar
adverse effects) are a major area of concern today. Newer pesticides are
known to be extremely toxic at very low levels.

The second major problem with the committee is its logical basis for
standard setting. The committee has confounded the issue by suggesting
standards for pesticide residues should be set on the basis of total

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consumption of these drinks countrywide. This will automatically mean
that standards have to be revised if consumption increases, because public
health risk will be enhanced. Or that consumption of these beverages
should be capped at the present level, based on which standards were fixed.
This is not a scientifically advisable method for setting a standard Instead,
the standard has to be based on pesticides allowed in the different
components of the food basket as is done across the world. This trade-off
between nutrition and pesticides will allow for pesticides in products which
are essential for nutrition and well-being. This would mean that soft drinks
will get minimum allowances for pesticides since they are not essential or
nutritive.

This assumes even more significance as monitoring studies have shown

that Indians are exposed to higher contamination levels and no quota for
toxins can be assigned to non - essential categories of food as defined by
WHO.

The stage is now set for the health ministry to notify the finished product
standards for soft drinks. While the conservative standards suggested by
the Ganguly committee can be notified as mandatory standards, the
standards finalized by the BIS must also be notified for voluntary
certification.

The companies have started making noises about "scientifically validated

testing methodologies" and this might be the next ruse to avoid
regulations. The Ganguly committee has already made detailed
observations on testing methodologies and protocols. A parallel process to
validate and notify testing protocols can therefore begin immediately and

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the final standard and regulatory framework can be notified
simultaneously.

The Union health and family welfare minister informed parliament on

August 22 that his ministry was waiting for the recommendations of the
Ganguly committee to finalise regulations for soft drinks. Now, that the
recommendations are in, it's time to act.

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83
 BRIEF INTRODUCTION
OF
COCA-COLA COMPANY

In May 1886, Coca - Cola was invented by Doctor John Pemberton a

pharmacist from Atlanta, Georgia. John Pemberton concocted the Coca
-Cola formula in a three - legged brass kettle in his backyard. The
name was suggestion given John Temberton's bookkeeper frank Robinson.

Being a bookkeeper Frank Robinson also had excellent penmanship it was he

who first "coca cola" into the flowing latter's which has become the famous
logo of today.

The soft drink was first sold to the public at the soda fountain in Jacob's
Pharmacy in Atlanta on May 8, 1886.

About nine servings of the soft drink were each day. Sales for that first year
added upto total of $ 50. The funny thing was that it cost John Pemberton
over $ 70 in expanses, so the first year of sales was a loss.

Until 1905, the soft drink, marketed as a tonic contained extracts to

cocaine as well as the caffeine - rich kola nut

By the late 1890s, Coca - Cola was one of America's most popular
fountain drinks. With another Atlanta pharmacist, Asa Griggs Candler, at
the helm, the Coca - Cola Company increased syrup sales by over 400 %

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between 1890 and 1900. Advertising was an important factor in
Pemberton and Candler's success and by the turn of the century, the drink
was sold across the United States and Canada. Around the same time, the
compant began selling syrup to independent bottling companies licensed
to sell the drink. Even today, the US soft drink industry is organized on this
principle.

Until the 1960s, both small town and big city dwellers enjoyed carbonated
beverages at the local soda fountain or ice-cream saloon. Often housed in
the drug store, the soda fountain counter served as a meeting place for
people of all ages.

Often combined with lunch counters, the soda fountain declined in popularity
as commercial ice cream, bottled soft drinks, and fast food restaurants came
to the fore.

On April 23, 1985, the trade secret "New Coke" formula was released.
Today, products of the Coca - Cola Company are consumed at the rate of
more than one billion drinks per day.

Thums-Up:
Thums-Up is a leading carbonated soft drink trusted brand in India.
Originally, introduced in 1977, Thums-Up was acquired by the Coca-
Cola Company in 1993.

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THE COCA-COLA BUSINESS IN INDIA
While the Coca - Cola Company is a global company with some of the
world's most widely recognized brands, the Coca - Cola business in India,
as an each country were we operate, is a local business. Our beverages are
produced locally, employing Indians citizens, our product range and
marketing reflect Indian tastes and life styles, and we are deeply involved
in the life of the local communities in which we operate.

FAST FACT
• Population : 1 billion
• Share of sales: The Company leads the CSD market with a nearly
60 percent share of sales.
• Annual per capita
• Consumption: Nine (eight-ounce servings).
• System employment: Approximately 10,000 people.
• System investment: More than US$1 billion since 1993.

HISTORY
After a 16-year absence Coca - Cola returned to India in 1993. The
company's presence in India was commented in November that year in a
deal that gave Coca - Cola ownership of the nation's top soft drink brands
and bottling network.

INVESTMENT, EMPLOYMENT AND ECONOMICS IMPACT

Coca - Cola India has made significant investment to build and
continually improve its business in India, including new production

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facilities, waste water treatment plants, and distribution systems and
marketing equipment. Drugging the past decades, the Coca - Cola system
has invested more than US$ 1 billion in India. As such Coca - Cola is one
of the countries top international investors. In 2003, Coca - Cola India
pledged to invest further US $ 100 million in its operations.

The Coca - Cola business system directly employees approximately 10,000

local people in India. In addition, several independent studies have
documented that, by providing opportunities for local enterprises, the Coca
-Cola business also generates a significant employment "multiplier effect".
In India, we indirectly create employment for more than 1,25,000 people in
related industries through our vast procurement, supply and distribution.

BOTTLING OPERATION
The Coca - Cola system in India comprises 27 wholly owned company
-owned bottling operations and another 17 franchises - owned bottling
operations. A network of 29 contract-packers also manufactures a range of
products for the company.

Almost all the goods and services required to produce and market Coca
-Cola in India are made locally, sometimes with the help of technology
and skills from the company. The complexity of the Indian market is
reflected in the distribution fleet, which includes 10-tonne trucks, open-
bay trademarked tricycles and pushcarts.

PRODUCTS
Leading Indian brands Thums-Up, Limca, Maaza, Citra and Gold Spot
join the company's international family of brands, including Coca - Cola,

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Diet Coke, Sprite and Fanta, plus the Schweppes product range. Our
Kinley water brand was launched in 2000 and, in 2001, our energy drink
shook and our first powdered concentrate, sun fill, hit the market.

Annul per capita consumption of soft drinks in India is nine 8-ounce.

MARKETING
While broad direction and themes for our global brands are created at a
global level, specific marketing programmes for our product are
determined locally. in early 2003, Coca - Cola India collected advertiser
of the year and campaign of the year awards for the Thanda Matlab
Coca - Cola all media campaign. Innovation has been the hallmark of other
marketing campaigns, with the company racking up "first" in the
introduction of canned and PET soft drink, vending machines and backpack
dispensers for crowds of cricket supporters.

QUALITY
We consider the consistent high quality of our beverages to be one of
our business primary assets. In India, as in each country where we
produce our beverages, the Coca - Cola system adheres not only to national
laws on food processing and labeling, but also to our own strict standards
for exceotional quality. In every thing we do, from the selection of
ingredients to the production of our beverages and their delivery to the
market place, we use our specialized quality management system, the
Coca - Cola quality system, to ensure that we are offering consumers only
the highest quality products. We monitor our success through our
customer and consumer feedback and our in-trade monitoring
programmes, and this information enables us to continuously improve

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our already demanding system.

COCA-COLA AND THE COMMUNITY

At Coca - Cola we have a long standing belief that everyone who touches
our business should benefit. That basic proposition that our business
should bring benefit and refreshment is central to the way we operate in
Communities around the world. Coca - Cola India provides extensive
support for community programmes across the country, with a focus on
education, health and rainwater harvesting, all key priorities of the
Indian government which has recognized the company's efforts with a
several awards.

Education: Coca - Cola India is supporting community - based primary

education project setup to provide educational opportunities to marginalized
children in slums and villages. To data, the projects has benefited 50 schools,
1000 of students, over 5,00,000 villagers and over 10,000 slum dwellers, as
well as several village near Coca - Cola bottling.

Environment: Coca - Cola India is supporting community - based rainwater

harvesting projects in rural and urban areas to help restore water levels
and promote community education in ways to conserve natural resources.
These initiatives have a benefited over 10,000 Delhi residents, as well as
local community members, both in areas surrounding Coca - Cola bottling
plants and else where.

Healthcare: Coca - Cola India is partnering with NGO’s as well as St.

John's Ambulance Brigade (Red Cross) to provide free medical
facilities and information to poor people who cannot afford to visit hospital

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facilities. These efforts are helping tens of thousands of under privileged
people in seven states in India, as well as several villages near Coca - Cola
bottling plants.

The company has also supported a range of other national initiatives, such
as a major polio-eradication drive and drought-relief programme, in addition
to support towards the national cricket championship for the blind, and
national athletics meetings for the physically challenged.

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Business Overview
Introduction:
Coca - Cola, the world's most famous brand
completing 121st year of its existence on 8 th May
this year. Today the Company is an
unquestionable leader in the world business of
non-alcoholic beverages. Coca - Cola is the
world's largest selling soft drink and arguably
the most successful product ever marketed in
the history of commerce. More than one billion
servings of Coca-Cola products are consumed
everyday around the world in more than 200
countries.

In India, Coca - Cola operates through the Coca

- Cola India Division Office situated at
Gurgaon near New Delhi. Hindustan Coca -
Cola Beverages Private Limited is the fully
owned subsidiary of the Coca - Cola India
which runs a number of bottling plants all over
India.

Hindustan Coca - Cola Beverages Private

Limited, Varanasi is one of the key unit in East
U.P. This unit is situated at approximately 18

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KM from the city and 40 KM from the nearest
airport of Varanasi. The unit has a single
bottling line of 600 bottles per minute capacity.
Almost all brands of Coca - Cola Company,
prominent amongst them, Coca – Cola, Thums-
Up, Limca, Fanta, Sprite, Kinley Soda etc., are
manufactured here. The sizes of the packaging
vary from 200 ml, 300 m1 to 1 litre capacity.
Returnable glass bottle (RGB) is the only
package used. Glass bottles are handled in
plastic reusable crates. Thus there is no any
significant environmental impact because of
packaging.

The raw materials used are Water, Sugar,

Concentrate and Carbon Di-Oxide. Concentrate
plant near Pune supplies the Concentrate to this
bottling unit.

The wastes generated during the manufacturing

process are mainly wastewater and non-
hazardous solid waste in saleable and non-
saleable category. Saleable waste includes
broken glass, plastics, papers, gunny bags,
metal scrap and other miscellaneous waste.
Obviously the saleable waste is recycled or
reused as raw material to businesses and
industrial activities and has no adverse
environmental impact. Non-saleable waste

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consists of biological ETP Sludge, used carbon,
garbage and canteen waste etc. The quantity of
this non-saleable solid waste is very little as
compared to the total waste and the waste is
also non-hazardous in character.

No on-site burial or burning of waste is carried out.

Manufacturing Process:
We at Coca - Cola are committed to manufacture
our products with utmost care and with quality at
top priority which makes it the world leader in
soft drink industry. Following is an over view of
the stringent processes adopted in
manufacturing before our quality product
reaches finally to our proud consumers.

Water Treatment:
We at HCCBPL Varanasi follow a batch treatment
process for water treatment which includes
coagulation & flocculation. The method ensures
disinfection and settling of all macro impurities
and thereafter it is passed to sand, carbon
filters to remove off odor, off color, off taste and
thus it is strictly bought in line with the WHO
requirements. We are also using state of the art
-micron filtration process where the water is
filtered upto the extent of 1 micron before it is
fed to the process.

This extensive treatment of water under strict

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monitoring and sampling for quality leads to
pure hygienic water with the highest quality
meeting the Coca - Cola standards.

Syrup Preparation:
Coca - Cola uses the highest quality of sugar
which is controlled and ensured by it's stringent
prelaid standards, which serves as the strict
criteria before acceptance of a lot. To ensure
high quality of syrup, it is subjected to hot
treatment wherein it is given a contact time
with hyflo and carbon at elevated temperatures. It
is then passes through a filter press which
removes the carbon particles and other
impurities before it declared fit for concentrate
mixing. All this process takes place under a strict
vigil by the quality department which maintains
the appropriate records of the numerous tests
carried out in the entire process which makes it a
foolproof process.

In the ready syrup tank the predecided quantity of

concentrate is mixed to the simple syrup in very
strict hygienic conditions to yield final syrup. The
entire syrup manufacturing area is maintained
under a constant positive pressure which rules
out the possibility of any external particle
entering into the process room.

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Container Washing:
Container washing has been identified as one of the
major critical control point in the entire
manufacturing process & that’s the reason that
company has laid some of the very stringent and
foolproof systems which ensures Coca - Cola
product to be of the highest quality and reflects our
commitment towards delivering the best in class
product to the consumers.

The bottles received from the market are

loaded on the conveyor by the uncasing machine
and the arrays of unwashed bottles passes through
the four pre-wash inspection, stations which
ensures removal of rusty neck bottle excessively
dirty bottles, bottles carrying foreign matter,
foreign bottles. And thus the good bottles
passes into the bottle washing machine which
uses intensive mechanical and chemical processes
to clean and disinfect the bottles thoroughly and
ensure the bottles to be ready for filling. However
as an additional safety, there is again a post wash
inspection station comprising of 4 sub stations,
which ensures removal of the chip necked
bottles and suspected bottles from the lot. Thus the
bottles are subjected to series of stringent
inspections before it is fed to the filler for filling

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Mixing, Proportioning:
Proportioning is basically a process where ready
syrup is diluted in a predetermined fixed proportion
with water and carbonated to result into beverage
conforming strictly to company's norms and
specifications. It is carried out by an Italian
Machine - MOJONNIER.

Filling & Crowning:

The chilled carbonated beverage fed by the
MOJONNIER is filled into the bottles through a
rotary machine named FILLER. The bottles are
immediately crowned by crowner (adjacent to
the filler) and thereafter the bottles passes
through the Date Coding machine which enable
the consumer to be 100 percent sure of consuming
a perfectly safe and fresh product.

Final Inspection:
After date coding, there is once again a final
inspection station where light inspectors remove
all low or high filled bottles and permit only the
saleable product to pass through for casing to the
caser machine.

Managing the waste water:

Production lines generate waste water from bottle
washers, Syrup and Filler rooms. Entire
wastewater generated is treated at Waste Water
Treatment Plant and discharged through an 800

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meters long pipeline specially laid to discharge the
treated waste water away from inhabited areas. Part
of this water is being used for gardening purposes
within the plant premises.

Market and Customers:

Once the finished product is ready, it is transported
to distribution centers and then to retail outlets by
way of route trucks. The consumers buy the soft
drinks from the retailer outlets. The empty bottles
are simultaneously collected by the distribution
channels at the time of dispensing the finished
product.

Suppliers and Other Business Partners:

Other than water and concentrate, bottling
operation requires Sugar, C0 2 , bottles, crates and
other miscellaneous material. The Coca - Cola
India Division has a Supplier authorization
program where suppliers are authorized based on a
defined criterion. Environmental considerations are
amongst the critical of these criterions.

Employees, Plant and Machinery:

The no. of total unit employees is approximately
113 & in summer season, which is a peak season for
sale of soft drinks, the plant works for three-shift
operation round the clock.

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The overall educational level of the employees is
good and they obviously have a good expertise in
water treatment and purification processes.
Extensive in-house training programs are
conducted to maintain the competency of the
manpower in respective areas. The plant and
machinery consists of state of art bottling
machinery and test equipment to get consistent
quality product at the optimum usage of raw
materials. The plant also has an extensive quality
test laboratory with equipment like
spectrophotometer, density meter, micro lab etc. to
conduct on the spot tests at various stages of
production.

A typical bottling line will consist of uncaser-

pre wash inspection station - conveyers - bottle
washer - post wash bottle inspection station –
filler - final light inspection station - conveyor
-and caser. Water treatment plant supplies treated
water for beverages and syrup preparation.
Plant utilities support the production fulfilling the
requirement of compressed air, refrigeration,
power and steam supply.

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Critical Success factors as perceived by the
organization:
Critical success factors that the company has
identified are Product quality, availability,
affordability, and freshness of the product.

In the words of Mr. Doug Daft, "The Coca - Cola

Company exists to benefit and refresh everyone
who is touched by our business."

The Company believes that good environmental

performance and environmental leadership will
make its operations more efficient, cost
effective and lead to high quality product. It
also believes that good environmental
performance will enhance its community
relations and leadership in the market place.

The eKO policy clearly states that "We will

conduct our business in ways that protect,
preserve and enhance the environment"

In the words of the Chairman of the Coca - Cola

Company.

"Implementation of Coca - Cola Environment

Management System, eKO system, throughout our
organization will help us to protect and grow our
business through continued environmental
leadership. This management system should be

83
the part of the annual business planning
process of all groups, divisions and bottlers in
our system. I encourage all company associates to
use the eKO system to help us continue to
improve our record of environmental excellence."

83
 INTRODUCTION ABOUT THE PROJECT

Segmented Market:
Geographical Segmentation Region Wise
Target Market:
East Market According To the Situation of Coca – Cola Plant,
Rajatalab, Varanasi
Targeted Area:
Orderly Bazar, Shivpur, Police Line, Sader Bazar, Basai,
paramanandpur
Targeted Agencies:
R. K. Enterprises

FORMAT FOR THE COLLECTION OF INFORMATION FOR MY

PROJECT
NAME OF THE AGENCY :
ADDRESS :
CONTACT NO. :
INSPECTION AREA :
Serial Name of Address Type of Type of Outlet Remarks
Outlet SGA %
Coke Pepsi Coke Pepsi

83
 SLAES AND DISTRIBUTION CHANNEL IN VARANASI

The basic goal of these departments is matching the supply and demand
Sales Network.
Sales Network Coca – Cola may be represented by the following rings.

SALES FRCE
Distributors Salesman Retailer
(Coca – Cola marketing by company Varanasi)
At present the Coca – Cola produced in the plant (Rajatalab) and its
transferred to various to distributor according to demand and company
target.

MARKETING CHANNEL
Three level channel and four level channels:

Manufacturer Distributors Retailer Consumer

Manufacturer Distributors Retailer

Consumer

83
PRODUCT PROFILE

Product Available in Varanasi Market and Rates, Volume, Profit, Cost

As on May 2008

Coca – Cola has a wide range of products at different volumes

PRODUCT LINE
• Coca – Cola
• Thums – Up
• Sprite
• Fanta
• Limca
• Maaza (RGB)
• Maaza Tetra
• Kinley Soda
• Kinley Water
• Bonaqua water
● Minute maid
PRODUCT VOLUMES AVAILABLE
• 200 ML
• 250 ML
• 300 ML
• 330 ML
• 400ML

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 • 600 ML
• 1 LT.
• 1.2 LT.
• 1.25LT
• 2 LT.

BEST BEFORE DATE

RGV (200 ML, 300 ML) : 6 Months

Mobile (600 ML) : 2.5 Months
Can (330 ML) : 6 Months
Pet (2 LT.) : 3 Months
Pet (1.25 LT) : 4 Months
Minute maid : 4 Months

Prices per bottle on different volumes

SOFT DRINK
VOLUME COST
200 ML & 250 ML 08
300 ML 10
600 ML 20
2 LT. 48
330 ML 25
400 ML 25
1 LT. 60

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Price of empty crate 280 Rs.

NO. OF BOTTLES AND THEIR COST

VOLUME NO. OF BOTTLE COST

200 ML 24 148
300 ML 24 216
600 ML 24 450
1.25 LT. 12 378
2 LT 09 423
CAN 24 552
SODA (300 ML) 24 164
KINLEY (WATER) 12 117
BONAQUA (WATER) 12 117
1.2 LT (MAZA) 12 504
600ML (MAZA) 24 552

NO. OF BOTTLES / CRATE

VOLUME BOTTLE
200 ML 24
250 ML 24
300 ML 24
600 ML 24
2 LT 09
1 LT (WATER) 12
CANE 24

83
RETAILERS PROFIT

VOLUME COST PROFIT

200 ML 148 20
300 ML 216 24
600 ML 450 30
2 LT 405 27
CAN 552 48

83
 Product Available in
Varanasi Market And
Rates, Volume, Profit, Cost
As on May 2008

PRODUCT PROFILE

83
Coca – Cola has a wide range of products at different volumes

PRODUCT LINE
• Coca – Cola
• Thums – Up
• Sprite
• Fanta
• Limca
• Maaza (RGB)
• Maaza Tetra
• Minute maid
• Kinley Soda
• Kinley Water
• Bonaqua water
PRODUCT VOLUMES AVAILABLE
• 200 ML
• 250 ML
• 300 ML
• 330 ML
• 400ML
• 600 ML
• 1LT
• 1.2 LT.
• 1.25LT
• 2 LT.

83
The world's favorite drink. The world's most valuable brand. The most
recognizable word across the world after OK.

Coca - Cola has a truly remarkable heritage. From a humble beginning in

1886, it is now the flagship brand of the largest manufacturer, marketer and
distributor of non-alcoholic beverages in the world.

In India, Coca-Cola was the leading soft-drink till 1977 when govt. policies
necessitated its departure. Coca-Cola made its return to the country in 1993
and made significant investments to ensure that the beverage is available to
more and more people, even in the remote and inaccessible parts of the
nation.

Coca-Cola returned to India in 1993 and over the past ten years has captured
the imagination of the nation, building strong associations with cricket, the
thriving cinema industry, music etc. Coca-Cola has been very strongly
associated with cricket, sponsoring the World Cup in 1996 and various other
tournaments, including the Coca-Cola Cup in Sharjah in the late nineties.
Coca-Cola's advertising campaigns “Jo Chaho Ho Jaye” and “Life Ho To
Aisi” were very popular and had entered the youth's vocabulary. In 2002,
Coca - Cola launched the campaign "Thanda Matlab Coca-Cola" which

83
sky-rocketed the brand to make it India's favorite soft-drink brand. In

2003, Coke was available for just Rs. 5 across the country and this pricing
initiative together with improved distribution ensured that all brands in the
portfolio grew leaps and bounds.

Coca-Cola had signed on various celebrities including movie stars such as

Karishma Kapoor, cricketers such as Srinath, Sourav Ganguly, southern
celebrities like Vijay in the past and today, its brand ambassadors are
Aamir Khan, Aishwarya Rai, Vivek Oberoi and cricketer Virendra Sehwag.

83
Water, a thirst quencher that refreshes, a life giving force that washes all the
toxins away. A ritual pure Water, a thirst quencher that refreshes a life
giving force that washes all the toxins away. A ritual purifier that cleanses,
purifies, transforms. Water, the most basic need of life, the very sustenance of life, a
celebration of life itself.

The importance of water can never be understated. Particularly in a nation

such as India where water governs the lives of the millions, be it as part of
everyday rituals or as the monsoon which gives life to the sub - continent.
Kinley water understands the importance and value of this life giving
force. Kinley water thus promises water that is as pure as it is meant to be.
Water you can trust to be truly safe and pure.
Kinley water comes with the assurance of safety from the Coca - Cola
Company. That is why we introduced Kinley with reverse-osmosis along with
the latest technology to ensure the purity of our product. That's why we go
through rigorous testing procedures at each and every location where Kinley
is produced.
Because we believe that right to pure, safe drinking water is fundamental. A
universal need that cannot be left to chance.

Fire that cleanses, purifies, transforms. Water, the most basic need of life,
the very sustenance of life, a celebration of life itself.

83
Maaza was launched in 1976. Here was a drink that offered the same real
taste of fruit juices and was available throughout the year.

In 1993, Maaza was acquired by Coca – Cola India. Maaza currently

dominates the fruit drink category.

Over the years, brand Maaza has become synonymous with Mango. This has
been the result of such successful campaigns like “Taaza Mango, Maaza
Mango” and “Botal mein Aam, Maaza hain Naam". Consumers regard Maaza
as wholesome, natural, fun drink which delivers the real experience of fruit.

Position:
The current advertising of Maaza it as an enabler of fun friendship moments
between moms and kids as moms trust the brand and the kids love its taste.
The campaign builds on the existing equity of the brand and delivers a
relevant emotional benefit to the moms rightly captured in the tagline "Yaari
Dosti Taaza Maaza"

83
Worldwide Sprite is ranked as the No. 4 soft drink & is sold in more than 190
countries.

In India, Sprite was launched in year 1999 & today it has grown to be one of
the fastest growing soft drinks, leading the Clear lime category.

Today Sprite is perceived as a youth icon. Why? With a strong appeal to the
youth, Sprite has stood for a straight forward and honest attitude. Its clear
crisp refers hingtaste encourages the today's youth to trust their instincts,
influence them to be true to who they are and to obey their thirst.

83
Lime n’ Lemony Limca, the drink that can cast a tangy refreshing spell on
anyone, anywhere. Born in 1971 Limca has been the original thirst choice,
of millions of consumers for over 3 decades.

The brand has been displaying healthy volume growths year on year and
Limca continues to be the leading Flavor soft drink in the country.

The success formula? The sharp fizz and lemony bite combined with the
single minded positioning of the brand as the ultimate refresher has
continuously strengthened the brand franchise. Limca energizes refreshes
and transforms. Dive into the zingy refreshment of Limca and walk away a
new person ……

83
Internationally, Fanta - The 'orange' drink of The Coca - Cola Company, is
seen as one of the favorite drinks since 1940's. Fanta entered the Indian
market in the year 1993.

Over the years Fanta has occupied a strong market place and is identified as
“The Fun Catalyst”.

Perceived as a fun youth brand, Fanta stands for its vibrant color, tempting
taste and tingling bubbles that not just uplifts feelings but also helps free spirit
thus encouraging one to indulge in the moment. This positive imagery is
associated with happy, cheerful and special times with friends.

83
Strong Cola Taste, Exciting Personality

Thums Up is a leading carbonated soft drink and most trusted brand in India.
Originally, introduced in 1977, Thums Up was acquired by The Coca -
Cola Company in 1993.

Thums Up is known for its strong, fizzy taste and its confident, mature and
uniquely masculine attitude. This brand clearly seeks to separate the men
from the boys.

83
 Minute Maid (A 62 year success story)

The history of the Minute Maid brand goes

as far back as 1945 when the Florida Foods
Corporation developed orange juice powder.
The company developed a process that
eliminated 80 percent of the water in orange
juice, forming a frozen concentrates that
when reconstituted created orange juice.
They branded it Minute Maid, a name
connoting the convenience and the ease of
preparation (In a minute). Minute Maid thus
moved from a powdered concentrate to the
first ever orange juice from concentrate.
The initial communication stressed the superior taste of Minute Maid
compared to canned orange juice, as well as the time savings in preparation
compared to squeezing fresh oranges

One of the world’s largest juice and juice drink brands

Minute Maid brand has clearly become one of the world’s largest juice
and juice drink brands. The launch of Minute Maid Pulpy Orange in India
(starting with the south of the country) is aimed to further extend the
leadership of Coca-Cola in India in the juice drink category.

83
• Pepsi - Cola
• Caffeine Free Pepsi
• Diet Pepsi
• Caffeine Free Diet Pepsi
• Pepsi Twist (regular & diet)
• Wild Cherry Pepsi
• Pepsi Blue
• Pepsi ONE
• Pepsi Vanilla
• Diet Mountain Dew
• Mountain Dew Code Red
• Diet Mountain Dew Code Red
• Mountain Dew Live Red
• Mountain Dew Blue Shock
• Mountain Dew AMP energy drink
• Tropicana twister

• Mug
• Sierra Mist (Regular & Diet)
• Slice
• Lipton Brisk (Partnership)
• Lipton Iced Tea (Partnership)
• Dole juices and juice drinks (License)
• Fruit Works juice drinks
• Aquafina purified drinking water
• Frappuccino ready-to-drink coffee (Partnership)
• Starbucks Double Shot (Partnership)
• SoBe juice drinks, dairy, and teas
• SoBe energy drinks (No Fear and Adrenaline Rus)

83
 RESEARCH METHODOLOGY
FOR
CONSUMER SURVEY

RESEARCH PURPOSE
1. To analyze the consumer-buying behavior.
2. To identify the consumer segment that consumes Coca - Cola products.

3. To identify the consumer satisfaction level regarding various

attributes of milk products.

RESEARCH DESIGN

Sample Serve : Retailer = 100

Area of Survey : Varanasi
Duration : 2 Months

DATA TYPE
Primary data
Sample Selection:
Stratified and Convenience
Data Collection Method:
Data was collected through direct Survey Method.

83
 LIMITATIONS OF THE RESEARCH

1. There could be bias on part of retailers while providing the

information regarding the product and company.

2. Scope of research is confined to 100.

3. Shortage of time on part of retailers.

FINDINGS

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 R. K. Enterprises:
• Position of SGA
Total No. of SGA : 86 (Coke) + 30 (Pepsi) = 116
Coke SGA:
o VC 65
o CC 15
o EBC 6
Pepsi SGA:
o VC 22
o CC 2
o EBC 6

• Position of Outlet
Total No. of Outlet : 150 (Coke) + 60 (Pepsi) + 50 (Mix) = 260
o Coke 150
o Pepsi 80 60
o Mix 281 50
o Nw 4 (Not Worked)

• Loading Vehicles
Total No. of Vehicles: 3
o Vikram 2
o Tempo 1

83
 RECOMMENDATION

Bottle Exchange Problem:

The Pepsi bottle will not exchange - Season rule coke bottle. Company
bound to not exchange bottle of coke with Pepsi
• Delivery not on time so b' coz of this sale of coke went down.
• If company wants to run this type of rule the delivery on time is
solution of problems.
• In some areas retailers were not aware about the scheme so
company want to issue any rule it should we inform to retailers before
2 or three days and it is liabilities of agency to inform all the retailers
on the time.

Scheme Problem:
Scheme on the carrot is not income of retailers but of the trauliman the
shops, which is on main road trauliman, provide him scheme but inland
area shop they not provide them scheme to him. But they know about
the scheme so there is anger for company from there side.
• If any scheme is for 7 days they inform to retailers after 2 days and
ending before 2 days all scheme goes in the pocket of trauliman.
• Agency also works on some specific shop in the frate dealer area
and they provide him scheme. Scheme is income of frate dealer,
on the working shop he do not give so in this area scheme is bone of
Contusion Company should pay attention on frate dealers.

83
SGA Problem:
There are two types of problem:
• SGA not working well
• SGA is not according to there requirement
o In the season there are 40 % complain for not working well,

complain no.0542 - 3100492 but there is no response from

his side, I have enclosed my survey paper in this context.
o Survey should be conduct by the company only for SGA in the

season b'coz there are so many outlets which has freeze

size problem means there sales is more than there capacity of
freeze and some outlet has big freeze so there should be
exchange process.

83
Scheme of Pepsi

Pepsi runs in market with scheme whole year.

Latest scheme on Pepsi

• 200 ml. - 2 bottle with 1 crat
• 300ml. - 1 bottle with 1 crat
• 250ml. - 1 bottle with 1 crat
• 600ml. - 2 bottles with 1 crat
• 2 liters - 1 crat water with one crat.

Except it there is also scheme in crowns for retailers. There is some

rupees discount that is written on it. Pepsi pay to retailers for display
also.

Scheme of coke
• Presently same as Pepsi but except the scheme on crown for retailers.

83
 CONCLUSION

There are some important conclusions about brand preferences:

• Coca - Cola brand is most famous among retailers and consumers at

Varanasi.

• Under Coca - Cola Thums Up is most famous brand which is

recognized for its strong taste.

• There are also a large no. of unbranded customers, who are

totally retailer oriented. We should try to convert them into coke
branded customers by good supply to retailers.

• According to survey 28 % retail outlets were captured by Coca -

Cola only where as only 12 % was captured by Pepsi. This is a major
advantage to us. We can increase this no. by converting mix
outlets into our monopoly outlets by giving them some extra
benefits.

• Thunda Matlab Coca - Cola is the most famous add.

• Due to brand name taste and quality all the retailers prefer coke.
• The shops where Pepsi and both brands are they also prefer coke but
some shops are not satisfied by discount and scheme of coke in
comparison to the Pepsi because cokes van comes timely to the shops,

83
 companies’ offers visits everyday or at least 2 to 3 times in week.
• Purity of visicooler of coke is better then Pepsi. Coke always pays
attention towards brand order, purity better supervision in each and
every shop. Except 2 or 3 retailers all are pleased by coke, its
marketing element, SGA and its service.
• Pepsi can charge its bottles with coke but coke does not charge its
bottles with Pepsi.

83
 ANNEXURES

• RETAILER SURVEY

• GRAPHS

83
 RETAILER SURVEY
Name of Retailer / Shop ……………………………………………………...
Address ……………………………………………………………………….
1. How many soft drink companies are in the market?
2. Do you have all these companies? (Y/N)
………………………………
3. Which one is the largest selling brand?
………………………………
4. How many carettes / cases do you sold in a week /
day?
Brand
Coca – Cola
Pepsi

5. How many customers demand as a brand or any cola

(in
percentage) ?.................................................................
....................
6. Which brands customers ask more
a. coca cola
b. Pepsi
7. In which company do you get more benefit?
a. Coca-Cola
b. Pepsi
8. If they have SGA:
a. Company Name……………………………………….
SGA Type……………………………………………
b. ID No….………………………………………………

83
 Questionnaires used

Name of respondent
Age
Sex
Outlet name
Address

Ques-1 Which companies’ cold drink is consumed more from your

shoes?

(a) Pepsi
(B) Coke
(c) Both

Ques-2 How much crat is consumed weekly from your shop?

(a) 5 crat
(b) 10 crat
(c) 20 crat

Ques-3 Who provides better service?

(a) Pepsi
(b) Coke

83
 Ques-4 Which companies gives more discount and facilities?

(a) Coke
(b) Pepsi

Ques-5 Do they provide you marketing element?

(a) Yes
(b) No

Ques-6 Which company marketing element is attracting and

have ?

(a) Coke
(b) Pepsi

Ques-7 Is coke companies van comes daily to your shops?

(a) Yes
(b) No

Ques-8 How many times coke’s van comes to your shops?

(a) Ones
(b) Twice

83
 Ques-9 How many times Pepsi’s van comes to your shop?

(a) Ones
(b) Twice
(c) No

Ques-10 Any companies offer visits to your outlet?

(a) Yes
(b) No

Ques-11 How many times do they visit in a week?

(a) Daily
(b) 2-3 times
(C) Once in week

Ques-12 Do you have SGA?

(a) Yes
(b) No

Ques-13 Which company SGA you have?

(a) Pepsi
(b) Coke
(c) Both

83
Ques-14 Are you satisfied by SGA of that particular
company?

(a) Yes
(b) No

Ques-15 Any suggestion to increase the satisfactory level of

service?

(a) Yes
(b) No

83
 COCA COLA Vs PEPSI

There are so many brands of both Pepsi and Coca – Cola which are:

Sl. No. Brand of Coca – Cola Brand of Pepsi

1 Coke Pepsi
2 Thums Up 7 Up
3 Limca Mirinda (Limca)
4 Fanta Mirinda (Orange)
5 Maaza Slice
6 Sprite Mountain Dew
7 Minute maid Tropicana twister

RETAILERS

 Total No. of Respondents / Retailers = 100.

 Total No. of Respondents who have all Companies = 60.

83
  Total No. of Respondents who have Coca – Cola = 30.

 Total No. of Respondents who have Pepsi = 10.

Outlet of Pepsi and coke in percent

(a) Only coke’s outlet =75%

(b) Pepsi & coke both outlet =20%
(c) Only Pepsi’s outlet =5%

Satisfaction by services

83
(a) Satisfied =80%
(b) Not satisfied =15%
(c) Average =5%

REASON OF BRAND PREFERENCE

83
There are so many reasons for selecting their brand:
 Taste
 Brand
 Advertisement
 Price
 Availability
 Coldness

This graph shows that customers consume their brand for:

Brand Preference

8%
12% Taste
Brand
50% Availability
Coldness
30%

 50 % Customers Drink for Taste

 30 % Customers are Branded Customers, they feel pleasure to use that
brand.
 12 % Customers are compromising customers, they compromise with
availability.
 8 % Drink for Relief from Summer

SINGLE BRANDED CUSTOMERS

83
 VS
MANY BRANDED CUSTOMERS

 There are 60 % Consumers who consume only one brand, it may be

Coke, Pepsi or any other local brand.

 40 % Consumers are many Branded.

Single Vs Many Brand Customers

40%
Single Branded
60% Many Branded

83
 MAIN DECISION INFLUENCERS IN
FAMILY WHILE BUYING COLA PRODUCTS

 Children : 31 %

 Youngsters : 48 %

 Middle Aged : 21 %

 Old Members : 0%

Main Influencer in Buying Cola

Products

21% 0%
31%

Children
Youngsters
48% Middle Aged
Old Members

83
 PLACE WHERE PEOPLE
CONSUME COLA

 Retail Shops : 58 %

 Restaurants : 37 %

 Home and Party : 5%

Place to Consume Cola

5%

Retail Shop
37% Restaurants
58%
Home & Party

83
 BIBLIOGRAPHY

MARKETING RESEARCH:
TULL AND HAWKINS
AAKER KUMAR AND DEY
BOYD, WESTALL & STASCH

MARKETING MANAGEMENT BY:

PHILIP KOTLER

83
 CONTENT

 Acknowledgement

 Company Introduction

o Executive Summary

o Introduction

 Marketing Mix of Coca – Cola

o Product Profile

o Price

o Sales & Distribution Channel in Varanasi

o Sales Execution (Right Execution Daily)

 Competitors Profile

 Research Methodology

 Analysis & Findings

 Conclusion

 Recommendation

 Limitation of Research

 Bibliography

 Annexure

83
Recommendation:

 Company should have to manage the collection of bottle for that no.
of bottle were damage.
 Company should have to manage proper space for storage of chilled
cold drinks because it affect to sale.
 In carnival time customer not to much bothered about the brand, drink
which is chilled prefer by customer, sales is depend upon the place of
stall, so in future company should be think over that problem.

83
Company Market Can be Segmented Along 3 Lines
Outlet Volume, Locality Income & Channel Cluster

Channel Cluster

Similar Grouping of Outlet

Basis format & Shopper
Occasion
Grocery

Eating & Drinking

Classifying Outlets basis
Volume per Outlet
Convenience

83
Segmenting Consumer
on Outlet Volume
Bronze Silver Gold Diamond
Basis of Income
Low

Medium

High

Locality Income

• Grocery:
Outlets primarily engaged in retailing of food & various
household items. It includes Grocers (Outlets dealing mainly in
Grains, Provisions, Spices, Edible Oil, Vanaspati etc.) and
General Stores (Outlets selling items of day to day requirement
& Stocking a variety of branded products)

83
• E & D:
Outlets selling items to eat which are being cooked within
outlet, made at the outlet with possibility of consuming those
products within the outlets. The outlet may have a place to sit.
It includes QSRs / Bakery / Mithai Stores / Restaurants / Bars /
Juice Centers / Soft Drink Shops / Ice Cream Parlors / Tea
Shops / Cafes etc.

83
• Convenience:
Includes outlets which are small stores or shops, generally,
accessible locally. These are often located alongside busy
roads. It includes Chemists / STD Booth / Pan Beedi Shops etc.

83
83
 OUTLET SURVEY FORM X
Average Profit
Date:…/…/…….
(Rs. Per ltr.)

Outlet Name ………………………………………………………………………………...

Full Address ………………………………………………………………………………...
Higher Margin
Zip Code ………………………………………………………………………………...
Pack

Telephone No………………………………………………………………………………...
Mobile PET
Availability
Owner Name ………………………………………….……Mob. No….…………………...
GST No. ………………………………………CST No...……………………………...
2 ltr. PET
Availability
Contact Person .……………………………………………Mob. No. ……………………...
Landmark ………………………………………………………………………………...
CAN Availability

Market Name………………………………………………………………………………...
Maaza 250 ml 600
Route Name ………………………………………………………………………………...
ml and 1.2 ltr.
Salesman Name ……………………………………………………………………………...
Availability

Category  E&D  Convenience  Grocery  Others

Grade  Diamond  Gold  Silver  Bronze
Outlet Type  HVO  Normal
Credit Party  Yes  No
Key Account  Yes  No
Glass Capacity in C/s ……………………………………………………………………….
AR Outstanding ……………………………………………………………………….
Invoice Detail ……………………………………………………………………….
Market COL Brand ………………………… COL in C/s……………………………
Market COD Brand ………………………… COL in C/s……………………………
SGA Type ……………… Mfd. By …………….. Sr. No. …………… Date ……………..

Distributor Sign Owner Sign SE Sign

83
 SWOT ANALYSIS

Strength:

• A Trusted Brand than Pepsi.

• Highly motivated Sales Team.
• Thums-up & Limca has better brand recall & fetches most of the sales.
• A better penetration in the market than the competitors.
• Merchandising of Pepsi is stronger than Coca – Cola.

Weakness:

• Servicing & OYA/SGA’s are very irregular and less.

• Coke delivers its products on cash but Pepsi on Credit. Thus it is eating up market
share.
• PSR’s of Pepsi have that much delegation of authority that they can manipulate
schemes & setup monopoly counters whereas Coca – Cola’s PSR’s do not have that
authority.
• Kinley soda is high in Cost, Comparatively to others. Thus reduces the market share
of company in this segment.
• Communication in the sales channel is slow that hampers implementation of sales
strategy.

83
Opportunity:

• Urban market of soft drinks is getting saturated. And also the rural market is
growing at a pace so by effective strategy this can be a future market for the
products.
• Company has to concentrate on product penetration in Hotels, Malls & Cinema Hall.
• Participation in Local festival’s (especially during the start of season) & events must
be taken care of.

Threats:

• Pepsi is a push product in Varanasi market, and offering more discounts & schemes
than Coca – Cola.
• Products of Pepsi are pushed on credit.

83
Launching of 1.25 Lt.

The freeze pack has been launched for filling the gap between
600ml and 2Lt. coca cola brands. The launching date of 1.25Lt.
is 11th and 12th of June in Varanasi. The price of single pet is Rs
35. And the cost of one peti is Rs 378. It gives the profit of Rs 42
in one peti to the retailers. It is a complete family pack.

83