SUMMER TRAINING PROJECT REPORT On

MARKETING STRATEGIES OF COCA COLA

Submitted to Mahamaya Technical University, Noida in the partial fulfillment of the requirement for the award of the degree of MASTER OF BUSINESS ADMINISTRATION
ABES INSTITUTE OF TECHNOLOGY/ ACADEMIC SESSION (2011 2013)

Under the Guidance of: MR.NEERAJ SHARMA

MARKETING EXECUTIVE VRINDAVAN AGRO INDUSTERRIES LTD.

Submitted By: ROHIT SINGH SENGAR

M.B.A IIIrd Sem. Roll No.1129070044

GHAZIABAD

DECLARATION

I hereby declare that the project titled MARKETING STRATEGIES OF COCA COLA AT VRINDAVAN AGRO INDUSTRIES LTD. . is an original piece of project work carried out by me under the guidance and supervision of Mr. NEERAJ SHARMA. The information has been collected from genuine & authentic sources. The work has been submitted in partial fulfillment of Masters of Business Administration of ABES INSTITUTE OF TECHNOLOGY, Ghaziabad.

ROHIT SENGAR Date:

Place: Ghaziabad

ACKNOWLEDGEMENT

I feel immense pleasure and privilege to express my sincere thanks to my Project Guide Mr. NEERAJ SHARMA for his incessant invaluable and indispensible guidance throughout. At the same time, I cannot forget the courtesy and timely help provided by director ABES IT Mr. BHAVESH KUMAR CHAUHAN.

I also express my sincere depth of gratitude to the Administrative Department staff members in providing me with all the necessary information in carrying out my project study. I also extend my thanks to Prof.ASHISH BHALLA who helped me to clear the concepts and also made valuable comments and suggestions, while preparing my project.

TABLE OF CONTENT

ACKNOWLEDGEMENT
EXECUTIVE SUMMERY----------------------------------------------------------------------- 7 INTRODUCTION -------------------------------------------------------------------------------- 8 OBJECTIVE OF STUDY ------------------------------------------------------------------------ 9 COMPANY PROFILE --------------------------------------------------------------------------- 10-48 INTRODUCTION OF TOPIC------------------------------------------------------------------- 49-67 RESEARCH METHODOLOGY -------------------------------------------------------------- DESCRIPTION(ANALYSIS AND INTERPRETATION) --------------------------------

68-71 72-100

CONCLUSION------------------------------------------------------------------------------------ 101-102

LIMITATION-------------------------------------------------------------------------------------- 103104
RECOMMENDATION--------------------------------------------------------------------------- 105

ANNEXURE--------------------------------------------------------------------------------------109 BIBLOGRAPHY

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EXECUTIVE SUMMARY

The management had to depend upon certain relevant information for taking various strategic decisions. The information is made useful by its analysis and interpretation. My project is related to MARKETING STRATEGIES OF COMPANY

It was found that the company has good marketing strategies and is continuously improving due to changes in the business environment. By adopting various calculation and analysis and then making interpretation with the solution of specific problem I put my efforts in giving appropriate suggestion to the company. To this context I adopted various methods and techniques like bar charts ,pie charts ,analysis table etc to draw the exact picture of the company. The report also consists of qualitative and quantitative analysis of MARKETING STRATEGIES of COCA COLA, Hathras .

INTRODUCTION
Acceptance of New challenge makes the path for future success

Today companies must urgently and critically rethink their business mission and marketing strategies. Instead of operating in a market place of fixed and known competition and stable customer preferences, today companies work in war zone of rapidly changing

customer/competitor technological advance, new law , managed trade policies and diminishing customer loyalty.

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

In the face of their vast choices, customer will gravitate to the offering that best meet their individual needs and expectation. Therefore it is not surprising that todays winning companies are those who succeed best in satisfying indeed delighting, their target customer. If they cant bring something special to get market. They will not last long. These companies are market. They will not last long. These companies are market focused and customer driven. They pay extreme attention to quality and service to meeting and even exceeding customer expectation.

OBJECTIVES OF THE STUDY

In this study an effort has been to several factors which need to be taken due consideration to adhere to the advertising, sales promotion and various sales influencing factors of the soft drink market.

In the fast changing competitive as well as economic scenario all around the world and the domestic front, the main objective of the study are:-

To study the promotional policies of the beverage companies . Study the comparative adds promotion by Coke in respect to Pepsi. Analysis regarding displays set up by the company in order to induce the sales. Study for designing the budget requirement of the company for the coming year mainly focusing marketing of the product.

Basically survey on the type of promotional setback faced by their product not representing up to mark performance.

COMPANY PROFILE
BRINDAVAN AGRO INDUSTRIES LTD.

Brindavan Agro Industries Ltd. a well known soft Drink manufacturing Company under the Franchise agreement with Coca-Cola it was founded by Shri Gulab Chand Ladhani (managing director) in 1993 at Hathras it was the first manufacturing plant set up by the coca cola under the franchise agreement after its come back with a gap of 16 years giving new thumbs up to the Indian soft drink market. BAIL is continuously growing with increasingly diversified projects. Today a Brindavan agro industry is the top manufacturing unit in India. The group has entered into a wind mill project in Karnataka and Rajasthan where the power generation is being done from the natural resources and recently BAIL is going in the hotel business tying up with the country inns & suites this is the upcoming project of the Brindavan agro industries ltd.

WHAT IS THE COCA-COLA

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The Coca-Cola Company is the worlds leading manufacturer, marketer and distributor of non-alcoholic beverages, which we sell to bottling and canning operations, authorized fountain wholesalers and some fountain retailers. We also market and distribute juice-drink products. In addition, we have ownership interest in numerous bottling and canning operations. The Coca-Cola company exists to benefit and refresh everyone who is touched by our business. Founded in 1886, our company is the worlds leading manufacture, marketer and distributor of non-alcoholic beverage brands. Our corporate headquarters are in Atlanta, with local operations in nearly 200 countries around the world. Our local strategy enables us to listen to all the voices around the world asking for beverages that span the entire spectrum of tastes and occasions. What people want in a beverage is the reflection of which they are where they live, how they work and play , and how they relax and recharge. Whether you are a student in the United States enjoying a refreshing Coca-Cola, a woman in Italy taking a tea break, a child in Peru asking for a juice drink , but also to contribute to communities around the world through our commitments to education, health, wellness and diversity. We strive to be a good neighbour, consistently shaping our business decision to improve the quality of life in the communities in which we do business. Its a special thing to have billions of friends around the world and never forget it.

HISTORY OF COCA- COLA

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Dr. John S. Palmerton in Atlanta, Georgia invented Coca-Cola in May 1886. the name CocaCola was suggested by Dr. Pembertons bookkeeper, Frank Robinson. He penned the name Coca-Cola in the flowing script that is famous today. Willis Venable first sold Coca-Cola at an average of nine drinks a day, adding up to a total sales for that year of $50 since the years expenses were just over $70, Dr. Pemberton took a loos. Today products of the Coca-Cola Company are consumed at the rate of more than one billion drinks per day.

COCA COLA
Present soft drink boon in India was attributed to the legacy of Coca Cola, which was there in INDIA till 1977. In todays market the Coca-Cola (Coke, Thumps Up, Fanta, Limca, Sprite,
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Coke, etc.) hold a 62% market share that appears to bear concentrated rush to beg a big share in the soft drink market.

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

Pepsi Cola attacked Coca-Cola before World War II. Coca Cola dominated the American soft drink industry, Pepsi cola was a drink less to manufactures & with a less satisfactory taste then Coke. Where as Coca-Cola major selling point was more drink for the same price and Pepsi emphasized on advertising.

During World War II Pepsi & Coke both enjoyed increased sale. After the war Pepsi sale was started to fall relatively to Coke, resulting the Coca-Cola had starting to click the Market share. A number of factory contributed to Pepsi problem were poor image, poor taskforce, poor quality control etc. At that point Alfred.N.Steeler came to the presidency of Pepsi cola with a great reputation for merchandising. He and his staff recognized that the main hope lay transforming Pepsi from a cheap imitator of Coke into a class on soft drink manufacturer. By 1955 all Pepsis major weakness had been overcome, resulting sales had climbed substantially. These actions from 1955 to 1960 led to a considerable sales growth for Pepsi.

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In India another company engaged in soft drink market is Coca-Cola. It is one of the most widely known, accepted and admired trademarks of the world. Coca-Cola was their in India till 1977, when the Indian Government banned it due to strong resentment against multinational companys Coca-Cola was re-launched again in India in September 1993 at HATHRAS near Agra. The India people welcomed the come back of their most loved Cola in the country with great enthusiasm and vigor. Coca-Cola marked its re-launching with acquiring five Parley drinks viz. Thumps Up, Gold Spot, Limca, Citra, Maaza, Soda. Soft drink industry is one of the fastest growing industries in India. The basic the rapid growth of this industry is due to following reasons: idea behind

1.

The great corporate war between Coke & Pepsi, who left no stone unturned, for monopolizing the India Soft Drink market.

2.

The basic ideology of these two giants is to promote soft drinks as a food item in India hold.

3.

The long hot summers in India have increased the consumption of soft drinks.

COMMITMENT TOWARDS INDIAN BRANDS

Coca-Cola India (CCI ) has implemented aggressive strategies for all the five brands acquired from Parle. The strategies adopted are in concern with the long term plans of Coca-Cola India.
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The Coca-Cola Co. is the worlds largest beverage Co. and is the leading producer and marketer of soft drink. The Co. markets 4 of the worlds top 5 brands, including Diet Coke, Fanta Sprite. As the 200ml returnable Glass Bottle (RGB)has become the popular package size of the Indian Carbonated soft Drink Industry. Thumps-up and limca are now available in 200ml RGB, 300ml RGB, 500mlPET, 2lt PET, 330mlcans thus , along with Coca-Cola and Fanta, the Indian consumer has a choice of 4 brands in cans. Collectively, the choice in package sizes available to consumers is now wider than ever before. This has also generated incremental volume growth at the retail level adding positively to the per capita consumption in the country. While thumps Up has always been Indias leading Carbonated soft drinks, Limca is the No. 1 brand in the cloudy lemon segment. From 1993 till date, inputs in both the brands ran the gamut in advertising to packaging, raising brand awareness to unprecedented levels. The investment in acquiring these brands and the proceeding inputs there in has seen these brands grow admirably. While Thumps-up has grown over 50% over the last 3Yrs , Limca has grown over 20%.ThumpsUp recorded a phenomenal growth of 54% in the Mumbai market in March 1997, the first month of the launch of the new logo. The new logo that has a strong streak of blue speed lines adding a powerful element of speed and adventure was featured on 500ml refillable thunder Pack bottles. Research conducted by research International in Mumbai showed that 84% of Thumps-Up consumers preferred the new logo to the old one.

CORE BRANDS

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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-flovered drink made its U.S debut, using Sprite Boy as inspiration for its name. This elf with silver hair and a big smile was used in 1940s advertising for Coca-Cola. Sprite is now the fastest growing major soft drink in U.S and the worlds most popular lemonlime soft drink. Fanta : The name fanta was first registered as a trademark in Germany in 1941 ,when it was used for a few year for a soft drink created from available materials and flavors . The name was then revived in 1955 in Naples, Italy, when it was used for the: fanta orange drink we know today. It is now the trademark name for a line of flavored drinks around the world. Diet coke: The extension of the coca-cola name began in 1982 with the introduction of diet

coke (also called coca-cola light in some countries). Diet coke quickly become the number one selling low calorie soft drink in the world. LIMCA: It is thirst-quenching beverage features a fresh and light lemon-lime taste and

lighthearted attitude. The limca brand was introduced in 1971 and acquired by the coca-cola company in 1993. MAAZA: Maaza, launched in 1984 and acquired by the coca-cola company in 1993, is a non carbonated mango soft drink with a rich, juict & 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.
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The Mission Statement of the Coca Cola Company

Our mission statement is to maximize shareowner value over time. In order to achieve this mission, we must create value for all the constraints we serve, including our consumers, our customers, our bottlers, and our communities. The Coca Cola Company creates value by executing comprehensive business strategy guided by six key beliefs:

1. 2. 3.

Consumer demand drives everything we do. Brand Coca Cola is the core of our business We will serve consumers a broad selection of the nonalcoholic ready-todrink

beverages they want to drink through out the day. 4. 5. 6. We will be the best marketers in the world. We will think and act locally. We will lead as a model corporate citizen.

The ultimate objectives of our business strategy are to increase volume, expand our share of worldwide nonalcoholic ready to drink beverages sales, maximize our long-term cash flows, and create economic value added by improving economic profit. The Coca Cola system has more than 16 million customers around the world that sells or serves our products directly to consumers. We keenly focus on enhancing value for these customers and helping them grow their beverage businesses. We strive to understand each customers business and needs, whether that customer is a sophisticated retailer in a developed market a kiosk owner in an emerging market.
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There are nearly 6 million people in the world who are potential consumers of our companys product. Ultimately, our success in achieving our mission depends on our ability to satisfy more of their beverage consumption demands and our ability to add value for customers. We achieve this when we place the right products in the right markets at the right time.

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COCA COLA INTERNATIONAL

HISTORY:
Coca-Cola Enterprises, established in 1986, is a young company by the standards of the Coca-Cola system. Yet each of its franchises has a strong heritage in the traditions of Coca-Cola that is the foundation for this Company. The Coca-Cola Company traces its beginning to 1886, when an Atlanta pharmacist, Dr. John Pemberton , began to produce Coca-Cola syrup for sale in fountain drinks. However the bottling business began in 1899 when two Chattanooga businessmen, Benjamin F. Thomas and Joseph B. Whitehead , secured the exclusive rights to bottle and sell Coca-Cola for most of the United States from The Coca-Cola Company. The Coca-Cola bottling system continued to operate as independent, local businesses until the early 1980s when bottling franchises began to consolidate. In 1986, The Coca-Cola Company merged some of its company-owned operations with two large ownership groups that were for sale, the John T. Lupton franchises and BCI Holding Corporation's bottling holdings, to form Coca-Cola Enterprises Inc. The Company offered its stock to the public on November 21, 1986, at a splitadjusted price of $5.50 a share. On an annual basis, total unit case sales were 880,000 in 1986. In December 1991, a merger between Coca-Cola Enterprises and the Johnston CocaCola Bottling Group, Inc. (Johnston) created a larger, stronger Company, again
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helping accelerate bottler consolidation. As part of the merger, the senior management team of Johnston assumed responsibility for managing the Company, and began a dramatic, successful restructuring in 1992.Unit case sales had climbed to 1.4 billion, and total revenues were $5 billion

MANAGEMENT:
The hierarchy of Coca Cola Company is as follows.

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Chairman Board of governors Vice Chairman and chief operating officer

Executive Vice Presidents

Senior Vice Presidents

Vice Presidents

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MARKET SHARE: SHARE

Being the biggest company in the soft drink industry, Coca Cola enjoys the largest market share. This company controls about 59% of the world market.

GLOBAL MARKET SHARE:

The following table can show the worldwide operating segments.

(Table)

Unit case growth

Nonalcoholic

All commercial Beverages 2002

Company share Company per capita Income

10 year compound annual growth

Company Industry

5-year compound annual growth

Company Industry

2001 annual growth

Company Industry

drink 2002
Company share

6%

5%

5%

5%

4%

4%

18%

9%

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This shows that the market of the company is geographically vast and it is controlling it with great success. In 2002, the company grew their carbonated soft-drink business by nearly 250 million unit cases and generated record volumes. Because carbonated soft drinks are the largest
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growth segment within the nonalcoholic ready-to-drink beverage category measured by volume, that is why they are focusing more on this and they are continually increasing the pace because they know that accelerating this pace is crucial to their future success. Thus they are increasing their market day by day. The operation income earned by Coca Cola Company can be illustrated by the following pie chart.

This strategy has worked a lot and it has helped them to become the Worlds leading Soft Drink Company. The global unit sale of the Coca Cola Company is increasing from the last ten years. The data of the global unit sale of the Coca Cola Company can be represented by following chart.

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12 10 8 6 4 2 0 1971 1981 1991 2002 unit sale in billions

So there is positive growth in the market of the Coca Cola Company. There is a worldwide volume increase by 4% with strong international growth of 5%. This is only due to the innovative marketing programmers, which has deepened the relationship of the customers and Coca Cola. The financial health and success of their bottling partners is a critical component of The Coca-Cola Company's ability to build and deliver leading brands. In 2002, the company had worked with their bottlers to turn good intentions into reality by improving the system economics. The results in 2002 reflect this steadily improving and mutually constructive relationship between the Company and their bottling partners. The main reason behind this relationship is to continue realizing shared opportunities for growth, with closer coordination of operations including customer relationships, logistics and production.

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MARKET SHARE BY AREA:

Coca Cola is the world-renowned soft drink and the company is currently operating through out the world. The world wide total is about 17.8 billion. The operation review according to the segments is as follows.

Operation Review

(2002 worldwide unit case volume by operating segment)

NORTH AMERICA 30%

LATIN AMERICA 25%

EUROPE & MIDDLE EAST 22%

ASIA

AFRICA

17%

6%

NORTH AMERICA LATIN AMERICA EUROPE & MIDDLE EAST ASIA AFRICA

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So the volume is least in the Africa and most in the North America. The data about the market share of this company area wise is given in the following table.

The above table shows the geographical earning of the Coca Cola Company and from this data; we can find out that the customers of Coca Cola are increasing which is shown by the companys per capita income. Unit case equals 24 eight-ounce servings. The column, which shows the nonalcoholic beverages consist of commercially, sold beverages, as estimated by the Company based on available industry sources. In Asian population, which is the satisfied customer of Coca Cola, is approximately 3.2 billion and the average consumer enjoys close to two servings of our products each month. Through an intense focus on Coca-Cola, innovation and new beverages, the company has achieved volume growth of 10 percent in 2002. With developing economies and

populations, this region has strong long-term potential, and the company is building an exciting family of beverage brands in addition to expanding the popularity of our core brands, led by Coca-Cola. In China, for example, sales of Coca-Cola increased 6 percent. The total unit case sale of Coca Cola in Asia can be shown by the following pie chart.

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So the company is emphasizing more in this area and is trying to develop a strategy, which can increase the growth of the consumption of Coca Cola by the people of Asia. Among the countries of Asia, Japan has the highest percentage, which is about 29%. Among others, Pakistan, India and Bangladesh are those countries where the average consumption is increasing day by day.

The commitment of the company is to devote resources to water only in markets where it expects profitable growth. This strategy has paid dividends. The company has successfully applied its approach to brands in several key markets, including Ciel in Mexico, Mori No Mizudayori in Japan, Bonaqua in Russia and Kinley in India. Backed by a strong network of bottling partners through out the United States, Dasani became the nation's fastest-growing water brand. In Eurasia, the entire Turkuaz brand team worked together to launch Turkey's first purified water brand. This year, Coca-Cola Company also successfully energized a major piece of its beverage strategywater. By the end of 2001, its bottled water volume exceeded 570 million unit cases,
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making it the second biggest contributor to the growth of the company after carbonated soft drinks. Three of the water brands, Dasani, Ciel and Bonaqua each achieved sales of over 100 million unit cases for the year.

In 2001and 2002, the company has also made good progress in coffees and teas. Beverage Partners Worldwide, the renewed and strengthened marketing partnership with Nestl S.A., began operations in 2001. This partnership combines Nestl's knowledge in life science, research and development with the expertise of Coca Cola Company in brand building and distribution. At the same time, the company grew Georgia coffee in Japan by 3 percent through awardwinning marketing in a category that was flat for the year. Also in Japanwhere The Coca-Cola Company is the leader in the total tea category, the second-largest category in the non-alcoholic ready-to-drink segmentit launched Marocha Green Tea. With sales of 46 million unit cases for the year, Marocha Green Tea is the fastest-growing product in the fastest-growing category: green tea. The popularity of Marocha is also recognized by the industry with a leading trade journal naming Marocha the most popular new food and beverage product of the year.

Know the most recognized word on the planet after OK!

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Among the soft drinks Fanta and Sprite become successful along with the major brand Coca Cola and Diet Coke. In key markets, the company has created new packaging sizes to satisfy consumer demands.

Increasingly, Mexican families have lunch together at home. The average Mexican household drinks two-and-a-half liters or more of soft drinks during that break, while a two-liter bottle was the largest available package. So the company introduced a convenient 2- liter bottle to select regions, contributing to the sale of nearly 1.5 billion unit cases of Coca-Cola in Mexico this year. This larger bottle will complete its nationwide rollout in 2002. In China, Coca-Cola is an integral part of holiday celebrations and the family get-togethers that accompany such events. Through an intense focus on Coca-Cola, innovation and new beverages, it has achieved volume growth of
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10 percent in 2001. In China, sales of Coca-Cola increased by 6 percent. In the United States, recognizing that consumers often enjoy their diet Coke with a slice of lemon, the company "bottled" the concept. The resultdiet Coke with lemoncontributed to volume growth of 4 percent for the number-one diet.

Soft drink in North America: diet Coke. The company increased its two largest bottle sizes during the 2001 holidays, and festival packaging helped drive a 6 percent volume increase for Coca-Cola. The packaging innovations do not just involve resizing. The company has also responded to consumers' changing fashion styles with new bottles.

With brands such as Minute Maid, Hi-C, Simply Orange and Disney juices and juice drinks in the United States, Qoo in Asia, Kapo in Latin America and Bibo in Africa.

This year, the company re-launched its global sports-drink business, investing in new products, packaging, positioning and marketing. The results speak for themselves: its global sports drinks, led by Powerade and Aquarius, grew by 13 percent in 2002, nearly double the growth rate of the worldwide sports-drink category. Revitalized in the United States, the company introduced Powerade in nearly every major Western European market, including Great Britain, Germany and Spain, as well as in Mexico and Latin America. The company launched 27 products in 2001.

The commitment of the company to packaging innovation also resulted in new initiatives for our fountain business, a channel through which many consumers enjoy Coca-Cola. In the United States, the company developed Fountain, a total beverage dispensing system that is more flexible and more reliable. Two years of research resulted in a dispensing system that provides
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exceptional beverage quality, easy to upgrade technology, brand and graphic customization and improved reliability.

STRATEGIC PLANNING

In the year 2002, the company had a great success, as the strategy worked which resulted in making Coca Cola Company the worlds leading company. In 2001, company accomplished the crust of its strategy as

Worldwide volume increased by 4 percent with strong international growth of 5 percent and clear signs that our North American business is growing solidly and predictable.

Earnings per share grew by 82 percent, as we delivered on our commitment to create volume growth while aggressively

Return on common equity grew from 23 percent in 2000 to 38 percent this year. Return on capital increased from 16 percent in 2000 to 27 percent in 2001.

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The company has generated free cash flow of $3.1 billion, up from $2.8 billion in 2000, a clear indication of its underlying financial strength.

The strategy for the future of the company is very straightforward. The marketing strategy for the year 2002 is as follows,

Accelerate carbonated soft-drink growth, led by Coca-Cola. Selectively broaden the family of beverage brands to drive profitable growth. Grow system profitability and capability together with our bottling partners. Serve customers with creativity and consistency to generate growth across all channels. Direct investments to highest potential areas across markets. .

MAJOR COMPETITOR PEPSI INTERNATIONAL

HISTORY

PepsiCo is a world leader in convenient foods and beverages, with revenues of about $27 billion and over 143,000 employees. The company consists of the snack businesses of Frito-Lay North America and Frito-Lay International; the beverage businesses of Pepsi-Cola North America, Gatorade/Tropicana North America and PepsiCo Beverages International; and Quaker Foods North America, manufacturer and marketer of ready-to-eat cereals and other food products. PepsiCo brands are available in nearly 200 countries and territories.
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Many of PepsiCo's brand names are over 100-years-old, but the corporation is relatively young. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company, including Gatorade, in 2001.would entertain the listener with the latest musical selections rendered by violin or piano or both. The new name, Pepsi Cola, is derived from the two of the principle ingredients, Pepsin and Kola Nuts. It was first used on the August 28. At that time, Bradhams advertising praises his drink as Exhilarating, invigorating, aids digestion.

1990-2002

The advertisement of the Pepsi changes to, You got the right one baby, Uh-Huh!.With the extensive usage of the stars in the adds, the popularity of Pepsi increase. In 1992 Pepsi-Cola formed a partnership with Thomas J. Lipton Co. Today Lipton is the biggest selling ready-todrink tea brand in the United States. Outside the United States, Pepsi-Cola Company's soft drink operations include the business of Seven-Up International. Pepsi-Cola beverages are available in more than 190 countries and territories. In Asia, they selected Lahore to make their regional office. This was done in 1970. This regional office is monitoring all the operations carried out in South West Asia. As in Pakistan, they only entered beverage industry. They have eleven bottlers covering whole Pakistan. The plant operating here is Riaz Bottlers (Pvt) LTD. This plant was established at Lahore in 1974. The total capacity of the plant is 30,000 cases per day. They have four filling lines in the plant
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operating on the three shift bases. Each shift is of eight hours. They have permanent work force of 750 people and they employee approximately 1000 people more on temporary basis during summer season.

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Pepsis Products
Pepsi Teem Mirinda Pepsi Max Pepsi Lemon Pepsi Blue Mountain Dew 7up

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COCA COLA PAKISTAN

The Coca-Cola Company began operating in Pakistan in 1953. Coca-Cola, Fanta and Sprite are the brands in Pakistan. The Coca-Cola System in Pakistan operates through eight bottlers, four of which are majority-owned by Coca-Cola Beverages Pakistan Limited (CCBPL). The CCBPL plants are in Karachi, Hyderabad, Sialkot, Gujranwala, Faisalabad, Rahimyar Khan, Multan and Lahore. The remaining two plants, independently owned, are in Rawalpindi and Peshawar. The Coca-Cola System in Pakistan serves 70,000 customers/retail outlets. The Coca-Cola System in Pakistan employs 1,800 people. During the last two years, The Coca-Cola System in Pakistan has invested over $130 million (U.S.)

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PROMISE OF COKE
The basic proposition of our business is simple, solid and timeless. When we bring refreshment, value, joy and fun to our stakeholders, then we successfully nurture and protect our brands, particularly Coca-Cola. That is the key to fulfilling our ultimate obligation to provide consistently attractive returns to the owners of our business.

TARGET MARKET
Cokes commercials basically based on young generations, So, the young generation is the target market of Coke because they want to represent Coke with the youth and energy but they also consider about the old people they take then as a co-target market.

MAJOR SEGMENTS
Major segments are basically those people who take this drink daily and those areas where the demands is higher then the other areas. There are so many people who take this drink daily and those people who take weekly and those who take less often are always there as well. So, their basic segments are those people who take this drink regularly.

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FACTORS EFFECTING SALES There are so many factors, which affects the sale of coke. Here we are discussing three major factors which effects coke. Per capita income Competitors Weather Per Capita Income
First we will discuss about Per capita income. This is major factor that affects the sale of this soft drink. Because which every passing year budgets are becoming very strict and tight in order to purchase things. So the disposable incomes of the people are coming down. They spend heavily on rents, utilities, and education and basic necessities and after that when they get extra money they think about this soft drink .So the decreasing per capita income effects badly in selling and production of this soft drink. And to get through with this difficulty there is need to increase the level of per capita income of Pakistan because it is much lesser than the rest of the countries.

Competitors
Cokes major competitor is PEPSI and there is no hesitation to say this because every one knows that and all the other cold drinks and water, coffee, tea are the competitors.
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Weather
Weather is the third major factor in effecting the Cokes selling. This is underdeveloped market so the cokes consumption in summers is 60% and in winters is 40%. MAJOR CUSTOMERS NEED First of all the majority dont care that what they are going to have. In other words, they dont care before drinking that whether it is Pepsi or coke. They dont actually differentiate between these two brands in order to their tastes. Consumers basically drink what they get. They believe on WHAT COLD THEY SOLD

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MAJOR COMPETITORS

Consumers firstly decide that they are going to have a soft drink. Then they compete brands with each other. Like they compete Coke with Pepsi and Sprite with 7up and team .So the major competitor of Coke is Pepsi. When they motivate to any other brand or on Coke its in instinct basically that based on messages derive certain feelings. But Coca Cola thinks in a different way, they believe that RC Cola, new coming AMRAT Cola, and all juices, even they take water and tea as their competitors.

STRATEGIES OF QUALITY

After Micro and macro analysis Brand coke is primarily role 1. Enhance competition moments 2. When people watch cricket 3. Through commercialization 4. Fun time Though these strategies there could be better understanding and better connection with the public. These are the key consumption.

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THREATS FROM COMPETITORS

Threats are well planned. Price is the major threat. When price goes certain beyond the exact price whether come down or go higher its effects the consumption of soft drink. Because when the price go higher people go for the substitute of coke i.e. Pepsi. And when price goes down they think that there is must be some thing wrong in it. In short it all depends on customers perception.

TARGETS THAT WOULD LIKE TO ATTAIN Every organization runs on the bases of profit maximization so Coke is also looking for a high profit margin. There are three major ways of making money

Over night profit Windfall profit Ethical and un-ethical ways

Over Night Profits

They could be over night profit that is for the number 1 brand for the year. This could be got my increasing sales volume

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Windfall Profit

Can be windfall profit. They are the extras profit. When the consumption the consumption is on boom. So, there is different kind of profits.

Ethical And Unethical Ways Profit can also get through ethical and unethical ways. They believe on this quote Every thing is fare in love and war.

Some profits stays for some time like over night profits and some just come and go like wind fall profits. And they can also get profit through different approaches.

44

EXPANDING TARGET MARKET

In last 2 years Coke has come back in aggressive manner.

Consumer has choice Attractive brand name Brand differentiating

Consumer Has Got Choice

Now the consumer has got choice. Because now they know the name of another big brand, though coke is the 2nd best name but it can get a better position after some time

Attractive Brand Name

Now the consumers know the Name of Coke, because Coke is the name, which is the most popular after the word ok. So people can better differentiate brands with each other.

Brand Differentiation

Now different companies have got different brand names. So, people can distinguish between brands. Two major brands coke and Pepsi also have brand names.

45

Coca Colas Brand

Coca cola is US brand. Because they believe in the togetherness, being people together and friends are being together. Coca Cola strongly believes that Pakistani temperament is US not ME

Pepsis Brand

Pepsis brand is basically is basically ME branded. They use the temperament of ME. In contrast to Coke they believe on individual struggle.

46

THREATS AND OPPORTUNITIES FOR PRICE

Opportunities

If Coke is considered a luxury product. Then there is the tax rate system 15% - sales tax 20% - excise duty 27% - goes to government 03% - In making Budget

After paying all these taxes coke has to pay electricity charges. We have to spend on distributions. After paying all these expenses Cokes margin squeezed and consumers have to pay for increasing tariffs. These are the opportunities through which we can increase the price and can get profits.

Threats

There are much more threats in increasing prices. Because same problem of substitute. If Coke increase the price lets say 1 rupee. Then people definitely wont go for coke. They have the best substitute of Coke that is Pepsi. So these are the threats in increasing prices. Coke will lose the margin of its profit and can face loss.

47

STRATEGIES OF GETTING GOALS I.E. HIGH PROFITS

To increase the price is the least thing, which Coke can adopt. There are so many ways through which Coke can increase the profits. Some major ways are as follows.

Volume can be increased Interest level of consumers To take part in energetic festivals

How to increase the volume of consumers?

Coke can increase the volume by expanding the industry of coke. Through advertisements, offering different interesting things to attract people towards this product.

How to increase the interest level of consumers?

Coke is increasing the interest level of consumers by offering different flavors. For example Coke is increasing the number of flavors in Fanta, this is one of the product of coke. Through offering different flavors Coke can increase the Level of consumers and through this profits can be gained.

48

How to take part in energetic festivals?

Coke is already taking part in the festival like Basant since last 3 years. Coke offers different attractive things in their festival and through this Coke gained high profit and consumption of coke increased on these occasions.

And this year in this year 2002 people were anxiously waiting that what interesting thing coke is going to offer.

49

MARKETING STRATEGY
Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and reach marketing objectives. Plans and objectives are generally tested for measurable results. Commonly, marketing strategies are developed as multi-year plans, with a tactical plan detailing specific actions to be accomplished in the current year. Time horizons covered by the marketing plan vary by company, by industry, and by nation, however, time horizons are becoming shorter as the speed of change in the environment increases. Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned. See strategy dynamics.

50

MARKETING STRATEGY DEVELOPMENT-

Marketing strategy involves careful scanning of the internal and external environments.Internal environmental factors include the marketing mix, plus performance analysis and strategic constraints.External environmental factors include customer analysis, competitor analysis, target market analysis, as well as evaluation of any elements of the technological, economic, cultural or political/legal environment likely to impact success. A key component of marketing strategy is often to keep marketing in line with a company's overarching mission statement.

Once a thorough environmental scan is complete, a strategic plan can be constructed to identify business alternatives, establish challenging goals, determine the optimal marketing mix to attain these goals, and detail implementation. A final step in developing a marketing strategy is to create a plan to monitor progress and a set of contingencies if problems arise in the implementation of the plan.

51

Types of strategies

Marketing strategies may differ depending on the unique situation of the individual business. However there are a number of ways of categorizing some generic strategies. A brief description of the most common categorizing schemes is presented below: Strategies based on market dominance - In this scheme, firms are classified based on their market share or dominance of an industry. Typically there are four types of market dominance strategies: 1.Leader 2.Challenger 3.Follower 4.Nicher

52

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

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

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

PLACE: the coca-cola company in India is governed from its corporate office located at Gurgaon in Haryana . It governs the working of five zones covering whole India these zones are north zone , eastern zone , western zone , southern zone and Andhra Pradesh zone . These zones are divided in to various. Plant, which govern the area assigned to them. The area is the various distribution centers called distributors and C&F agents. Then come the retailers / customer for the companys product, They receive good from distributor and c&f agent. Finally consumer is there, having the product from the consumers shops or delivered to their home, it is more clearly visible through this chart. The coca-cola company, which gave its reach to the mouth of billion of people all around the world having a wide distribution, network.

53

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 past of the marketing is playing a very vital and important role in the current situation in India . Looking at the competition and promotion and advertising budget of both the companies coca-cola and Pepsi, one can easily estimate the importance of this. The promotion mix of coca-cola is divided in to top line promotion and below the line promotion.

Top line promotion includes the promotion designed and done by the companys corporate office of gurgaon and the office of Bombay T.V ads , design of banner , and other p-s done by the company simultaneously all around India with no difference in designs etc fall in this category . Below the line promotion includes the promotion schemes, publicity material, POS display done by the company from zonal, plant, sale manager and area sales manager level. At the sales manager and area sales manager level the promotion done exclusively for the cities in their respective area and other POS display.

54

COCA-COLAS: CREATIVITY IN ADVERTISIMENT

Coca-Cola: Thanda Matlab Coca-Cola
this ad is creative in the sense that, while enjoying they can use the word Coca-Cola in the place of Thanda. The word thanda has been made to be synonymous to Coca-Cola.

The Ad is made to target the common people who wish to quench their thirst by just asking for any brand instead of Coca-Cola. While doing such they may extend their taste, behaviour $preference towards Coca-Cola. The main theme of this slogan is to make the brand common for every person and at every time.

THUMPS UP: taste the thunder

this advertisement is also creative. The slogan itself refers the thundering idea. It challenges the teenagers for the taste. It is well known the todays youth want to do something extraordinary. They want to showthemselves superior. So company is exploiting the mentality of todays youth that the productis for them who want to accept the challenges.

55

SPRITE: dekhave pen a jao apni akal lagao

the creative advertisement refers that dont go on exposure . try to go on rationality. It made for those people who want to do their work by their own opinion and taste. Now a days everything is full of exposure that is made to attract the people and such type of products always give the dissatisfaction among the people. Therefore the worlds biggest soft drink company has made a product for the man who doesnt try to go on exposure and who always believe in rationality i.e. sprite.

LIMCA: just ! Take it Easy

it is well known that lemon in used to over come the stress as well as it helps in digesting. Regarding thia truth Coca-Cola made its product Limca, to follow the principle of lemon. Ot refers that if someone is in the depth of stress and strain and he want to refresh himself, he must go on lemon flaver, Limca is the best.

PRICE STRATEGY

Trade Promotion
56

Coca cola company gives incentives to middle men or retailers in way a that they offer them free samples and free empty bottles, by this these retailers and middle man push their product in the market. And thats why coca cola seen more in the market. And they have a good sale in the market because according to the expert which product seen more in the market that sells more. Seen as sold

They do agreements with a shop keepers and stores to exclusive sale in that stores. These stores are called as KEY accounts in their local language. And coke also invest heavy budget on these stores and offers them free samples and free bottles and some time cash incentives.

Different Price In Different Seasons

Some times Coca Cola Company change their product prices according to the season. Summer is supposed to be a good season for beverage industry in Pakistan. So in winter they reduce their prices to maintain their sales and profit. But normally they reduce the prices of their pet bottles or 1 litter glass bottle.

57

PROMOTION STRATEGIES

Getting shelves

They gets or purchase shelves in big departmental stores and display their products in that shelves in that style which show their product more clear and more attractive for the consumers.

Eye Catching Position

Salesman of the coca cola company positions their freezers and their products in eye-catching positions. Normally they keep their freezers near the entrance of the stores.

Sale Promotion

Company also do sponsorships with different college and schools cafes and sponsors their sports events and other extra curriculum activities for getting market share.

UTC Scheme

UTC mean under the crown scheme, coca cola often do this type of scheme and they offer very handy prizes in it. Like once they offer bicycles, caps, tv sets, cash prizes etc. This scheme is very much popular among children.
58

DISTRIBUTION CHANNELS

Coca Cola Company makes two types of selling Direct selling Indirect selling

Direct Selling

In direct selling they supply their products in shops by using their own transports. They have almost 450 vehicles to supply their bottles. In this type of selling company have more profit margin.

Indirect Selling

They have their whole sellers and agencies to cover all area. Because it is very difficult for them to cover all area of Pakistan by their own so they have so many whole sellers and agencies to assure their customers for availability of coca cola products.

59

FACILITATING THE PRODUCT BY INFRASTRUCTURE

For providing their product in good manner company has provided infrastructure these includes: Vizi cooler Freezers Display racks Free empty bottles and shells for bottles

ADVERTISEMENT Coca cola company use different mediums Print media Pos material Tv commercial Billboards and holdings

Print Media They often use print media for advertisement. They have a separate department for print media. POS Material Pos material mean point of sale material this includes: posters and stickers display in the stores and in different areas. TV Commercials -As everybody know that TV is a most common entertaining medium so TV commercials is one of the most attractive way of doing advertisement. So Coca Cola Company does regular TV commercials on different channels.
60

Billboards And Holdings

Coca cola is very much conscious about their billboards and holdings. They have so many sites in different locations for their billboards.

EXPECTATIONS FOR THE COMING YEAR

Every thing starts from the attitude of consumers behavior. And the basic key to attract the consumers is to throw the money away.

And positive feeling felling with the brand, which they used to have Coke wants to advertise their products heavily in the coming year. And it will take the 10% of their profits. And when we take it as a global level it is $ I billion.

Coming year is the challenging year for the industry of Coke. They have to take lots of decisions that how to increase the production and where they have to spend money. For gaining success in coming year they have to have some important things like: 1. Loyal consumers are important for companys success. 2. Workers should be the brand centric not the promotion centric. 3. They should know how much to for the brand activities. 4. They should also know that how much to do with the promotion activities for brand.

61

SALES PROMOTION ACTIVITIES

Coca-Cola Cricket

Cricket the most sought after; watched & played game in Pakistan .the game of cricket has been owned by various brands in the industry for the promotion of their products over a period of time. It has ranged from tobacco to lubricants to communication companies to banks to airlines & lately to the beverage industry. The competition has become tougher & tougher as the time has progressed.

Coca-Cola signed a sponsorship agreement with eight of Pakistans National cricket players. Coca-Cola realizing the fact that cricket is a very strong element by which it can reach it consumers & masses invested in the opportunity and launched a massive campaign on mass media showing all these cricket stars endorsing & complimenting Coca-Cola brand. The CocaCola Company developed three TV commercials & four testimonial ads with the player & ran them on the national net work during various cricket matches. These bold steps taken by the Coca-Cola marketing unit acclaimed them many acknowledgements across the board. This campaign helped Coca-Cola to establish its association with the game & the player.

Coca-Cola Concerts Abrar-ul-haqs distinct style, lyrics & songs have made him an instant hit among the masses in Pakistan. His enormous popularity in the country & abroad is supported by Coca-Colas commitment towards providing healthy & fun-filled entertainment for the youth of Pakistan.
62

Coca-Cola brought Abrar to his fans through holding concerts & featuring Abrar in a muchappreciated TVC & MMT featured throughout the country. The TVC campaign focused on the hectic lifestyle of a pop star who found respite & relief through Coca-Cola in short moments that he had to himself during a concert. Coca-Colas brand positioning of providing deep down refreshment for the body, soul & mind were captured accurately in the TVC & depicted aptly how the drink completes the moment for Abrar.

Coca-Cola Food Mela

With a splash of food, fun & prizes to be won, the Coca-Cola food mela treated the people of Karachi, to a festive food festival comprising of 50 restaurants, spread out all over the bustling citys map. The promotion saw the avid families & friends enjoying the delicacies at the restaurants; all resiliently upholding the Coca-Cola identity.

Coca-Cola Basant Festival In February the month of basant the parks & horticulture authority in Lahore nominated CocaCola the official sponsor of the basant festival .Coca-Cola added to the carnival atmosphere by making the festival free to enter & decorating all main roads in Lahore with illuminated kites. Coca-Cola also hosted a concert of pop idol Abrar-ul-haq, had childrens parade & held the Coca-Cola kite flying championship during the basant festival. Now where there is basant there is Coca-Cola, it has been impossible to envisage basant without Coca-Cola. Coca-Cola give the more refreshing flavor to the colors of basant by adding more life to the festival, giving the consumer a unique experience which they had never tasted before.
63

Coca-Cola GO-RED

Quenching the thirst of motorist, pedestrians & passerbys during Lahores hottest summer season, Coca-Colas GO-RED teams went out into the cities main quadrants to serve & refresh on the spot with ice-cold Coca-Colas at discounted prices backed by a heavy FM announcement campaign the GO-RED stall, served well to promote the Coca-Cola industry.

Coca-Cola Party in a Park

In June 2000, Coca-Cola created an experiential musical evening in Lahore, where Junoon performed. This program was recorded and one-hour program shown in the national TV for free.10 million households saw Coca-Cola Party in a Park while 10 thousand people attended the event.

Coca-Cola Shopping Festival

Coca-Cola hosted The Coca-Cola Shopping Festival Lahores first shopping festival, a resounding success with tempting discounts, live music, great prizes & fire works. Liberty marketing Gulberg was a hive of activity during the weeklong shopping extravaganza. The in augural event proved so popular that it is now set to become an annual fixture.

64

Coca-Cola Pet Promotion

In 1996, Coca-Cola launched 1.5 liter Pet contour bottle for the first time in Pakistan. Targeting house wives & family home, Coca-Colas 1.5 liter Pet bottle, took the limelight & gained momentum with a campaign promoting the unique packaging and its numerous consumer benefits .A treat for the family, Coca-Colas PET was offered through a price-off promotion that said.Go out & get some

Coca-Cola Ramzan Campaign

A very special occasion for the people of Pakistan Ramzan saw another very special Coca-Colas promotion, marketing the popular 1.5 liter PET bottle & the 1 liter bottle with a super price-off promotion. The emphasis on enjoying Coca-Cola at Iftar with friends & family.

Coca-Cola Wonder of the World Promotion

In July 2000, Coca-Cola set the stage of the grand UTC promotion. Coca-Cola went ahead with the idea of giving consumer chances to win fabulous, magical dream vacation to numerous wonder destination throughout the world on every purchase of a 250 ml RGB bottle of CocaCola, Sprite, & Fanta.The promotion gave consumers a chance to win free drink, a trip to PARIS, HOLLYWOOD, NEWYORK, SINGAPORE & CAIRO along with airfare & four nights free stay in these dream lands. The promotion saw avid consumer collecting Coca-Cola Crown caps & sparked a keen response from the public , rendering an outstanding testimonial
65

campaign in the second phase, highlighting the winners over whelmed in the magical delight of their favorite beverage Coca-Cola.

Coca-Cola & Nokia

In August 2001, the new under-the-crown promotion Nikla Kiya?(What have u won) was launched in collaboration with Chimera Nokia.The promotion gave consumer a chance to win thousands of Coca-Cola branded Nokia 3310 cellular phones on every purchase of 750ml RGB bottle of Coca-Cola ,Sprite, & Fanta.The other highlight of promotion was the Caught Red Handed campaign. Branded Coca-Cola with caught red handed team in them went to Lahore & Karachi for three days, with target that anyone being caught drinking Coca-Cola will be awarded a nokia 3310 mobile phone & if someone is caught talking on a nokia mobile will win free supply of Coca-Cola. Caught red handed become a huge success among the masses as it was one to one interaction between the Coca-Cola brand & the consumers. This activity helped billed confidence and brand loyalty among core consumers.

Coca Cola TV Mazza

The coca cola new campaign is coca cola tv mazza, it is a utc scheme in which people are getting television sets of different sizes. These days this scheme is very popular among the people.

66

Coca-Cola & Mc Donalds

Coca-Cola & key account of MC Donalds launched the we go together joint promotion to reinstate amongst consumers a real sense of the affinity that, both shares globally. The promotion kicked off with pos material (Danglers, Bunting etc) displayed at all MC Donalds restaurants along with a special offer for coke & fries.

Fanta & Sprite Launched

In November 2000moving on to the Sprite & Fanta brands, the consumers in Pakistan witnessed a soft launch in essence. The Coca-Cola Company declared the new Non-Returnable bottles of Sprite & Fanta as the New, On the Go Packs flaunting the innovative packaging convenience. Fanta & Sprite are sure to enjoy considerable success in Pakistan.

Diet Coke

After the acquisition of the individual local franchise bottling facilities in 1996, the company has successfully launched its first new product, diet coke, for the first time in almost 3 years. The was linked with three fashion shows as Diet Coke is related to fashion & fitness, but the major hit was thematic fashion shows in restaurants, which are the key accounts of the company as this has been never done before in Pakistan.

67

RESEARCH METHODOLOGY
Research Methodology is a way to systematically solve the problem. It may be understood as a science of studying how research is done scientifically. In it we study the various steps that are generally adopted by the researcher in studying his research problem along with logic behind them . it is necessary for the researcher to know not only the research methods/techniques but also the methodology used. Researchers not only need to know how to develop certain indices or tests , how to calculate mean or median or mode, how to apply particular research techniques but must also know which of these methods or techniques are relevant and what would they mean and indicate and why. Research process consists of series of actions or steps necessary to effectively carry out the research.

RESEARCH DESIGN:
The function of research design is to provide for collection of relevant evidence with minimal expenditure of time effort and money. I followed the census method as I did daily route riding along with the executives and the salesmen. I got opportunity to meet and interact with each one of the retailers and closely came to know specific need of the promotion of Coca-Cola in the market as a whole. Under the supervision I got number of relevant data from on spot inspection and personal observation.

68

METHODS OF DATA COLLECTION:

Observation and interaction with the retailers provided me in depth knowledge about the availability of changes in promotional items provided by Pepsi and Coca-Cola by the distributors. I collected all vital data from the outlets visits and survey during my summer training and which would be of high consideration regarding the designing of the coming years marketing budget by the Coca-Cola Company. The survey sheet was instantaneously equipped of data duly observed by me and in a systematic manner. The data thus inculcated is through Primary Source by Personal Interviews, Enquiries and Observation. The responses thus received were also encouraging on my behalf and as well as the company. 1.) MARKETING RESEARCH OBJECTIVES:
a.)

To undertake a market study to know the Coca-Cola promotion. Comparative sales promotion (accessories) analysis with regard to Pepsi and Coca-Cola.

b.)

2. 3. 4

TYPE OF STUDY

EXPLORATORY HATHRAS

RESEARCH AREA :

SOURCE OF INFORMATION : PRIMARY

69

In this type of data collection mode the interviem\wer uses the wording and order that seems most appropriate in the context of each interview. These interviews are useful in obtaining a clearer understanding of the problem and determining what areas should be investigated.
5

DATA COLLECTION INSTRUMENT :

There are several ways of collecting the information considerably in the context of money costs, time and other resoueces at the disposal of the researcher. I collected data for my project work through the medium of QUESTIONNER In this method I got the prepared sheets from the company comprising of relevant questions related with my project. Then I contacted respondents on their shops along with the sheets for collecting the information.
6.)

RESEARCH APPROACH: SURVEY METHOD

7.)

SAMPLING PLAN:

Sample design is a definite plan determined before any data are actually collected for obtaining a sample for a given population. The sample design to be used must be decided by the researcher taking into consideration the nature of inquiry and other related factors. I have paid attention on the following points while designing the sample: a) Target population b) Sample Unit c) Sampling Size d) Sampling Method
70

a).

TARGET POPULATION:

The population of the study consisted of retailers and dealers. Target population was taken from the cities of HATHRAS AND SASNI. b). SAMPLING UNIT:

Random sampling was chosen that is where any outlet of the whole population was likely to be selected as any other outlet that is all the outlets of the population have equal chances.

c).

SAMPLE SIZE:

a total of 100 shops were observed from the cities hathras and sasni.

d). SAMPLING METHOD:

Purposive Sampling

71

ANALYSIS SND INTERPRETATION

1 . Type of Channel:-

5 5 % %

1 6% Eatery Grocery convenince institute O THER

42 %

32 %

EATERY

15

GROCERY

30

CONVENINCE

40

INSTITUTE

OTHER

ANALYSIS- In this the most of the shops are on convenience basis. Which is suitable to satisfy customer needs. 2.Infrastructure of retail outlet 72

(a)

Empty

5 35

(b)Vision/oye

(c ) Ice box

45

(d) Signage

15

15 %

5% 3% 5 em pty vision ice box sig e nag

4 5%

ANALYSIS-Mostly ice box is preferred by the company .which covers a large area 3.Packs which are having high sale per day

200ml

20 73

300ml 500ml 2000ml Kinley

35 25 10 10

1% 0 1% 0

2% 0 20 l 0m 30 l 0m 50 l 0m 20m 00 l

2% 5 3% 5

kinley

ANALYSIS-Mostly customer prefer 300ml bottle because it is convenient to buy 4. Does Provide credit facility:

74

Yes

80

No

20

y es no

ANALYSIS-To large extent company provide credit facility to their customers.

5. Which company product you sell more?

75

Pepsi Coca cola Both

40 60 0

40% peps i c ac oc ola 60%

ANALYSIS-Most of the outlets are selling coca cola products which is positive sign for the company.

6.Why you prefer Pepsi /Coke or mix :

Customer demand Service

40 30

76

Scheme Personal relation

25 5

5 % 2% 5 custom dem nd er a servic e sc hem e persona rela l tion 3% 0

4% 0

ANALYSIS- company product is purchased due the customer demand and the better service.

7. which company provide better delivery

Pepsi Coke Both

35 50 15

77

15% 35% peps i c e ok other 50%

ANALYSIS-In comparison to pepsi coke is providing better services which indicates growth for the company.

8.which company vehicle arrives on time:

Pepsi Coke No one

40 60 0

78

40 % pepsi coke 6 0%

ANALYSIS-most of the retailers are satisfiedwith the delivery system of the company.

9.

which company provides better service in emergency

Pepsi Coke

30 60

79

Other

10

10% 30% peps i c e ok other 60%

ANALYSIS-company is also good in emergency services and most of the respondent are satisfied with that.

10.

which companys vehicle is more regular in visit:

Pepsi

30

80

Coke Both

50 20

20 %

3 0% pepsi coke both 5 0%

ANALYSIS-according to the feedback coca cola company vehicle visit on time

11.

Retailer satisfaction equipment

(i)

which company provides better scheme

81

Pepsi Coke Both

25 45 30

3% 0

2% 5 peps i coke both 4% 5

ANALYSIS-45% people are in the favour that company provides better scheame.

(ii)

Which company provides better scheme for ice box:

Pepsi

20

82

Coke Both

60 20

2 0%

2 0% pepsi coke other 60 %

ANALYSIS-Coke is providing better service of ice box which keeps the bottle chilled even in the failure of supply.

12.

Retailer satisfaction scheme:

(i)

Which company comes out with good schemes:

83

Pepsi

20

Coke

60

Both

20

2% 0

2% 0 pepsi cok e other 6% 0

ANALYSIS- most the respondent are satisfied with schemes of the company.

(ii)

Which company executes his marketing scheme:

Pepsi

30

84

Coke

60

Both

10

1% 0

3% 0 pepsi cok e other

6% 0

ANALYISIS- most of the respondents says that company executes his marketing schemes.

(iii)

Which company provides better option for marketing scheme:

85

Pepsi

35

Coke

45

Both

30

3 0%

25% peps i coke other 45%

ANALYSIS- company provides better option for marketing scheme and most of the respondent are satisfied with it.

(iv)

Which company offers other more trade scheme:

86

Pepsi

35

Coke

45

Both

20

20 % 3 5% pepsi coke both 4 5%

ANALYSIS- According to respondent coke company offers better trade schemes which leads the company to to the market

(v)

Which company offers more value trade scheme:

87

Pepsi

45

Coke

50

Both

5 % 4 5% pepsi coke 5 0% both

ANALYSIS- According to the data gathered coke is the leading company in providing value trade shemes to the customers.

13.

Regular satisfaction relationship:

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

88

Pepsi

40

Coke

60

4% 0 peps i 6% 0 c oke

ANALYSIS-According to the customer feedback large number of customer are satisfied with the behavior of the employees of coke.

(ii)

Which company official visits more frequently:

89

Pepsi

30

Coke

60

Both

10

1% 0 3% 0 pepsi coke both 6% 0

ANALYSIS-due to the local offices of coke the officers of coke visit regularly.

(iii)

Which company officer provides better solutions?

Pepsi

40

90

Coke

45

Both

6 % 44 %

pepsi coke both

5 0%

ANALYSIS-Most of the customers are satisfied with the solutions provided by the officials of the coke company.

14.

Problem (if any):

Yes

15

91

No

85

1st Qtr 2nd Qtr

ANALYSIS-Most of the customers sre not having any problem its a positive feedback for the company coke.

OTHER ANALYSIS AND INTERPRETATION Glow Sing Board

The study here revealed that usually the outlets had GSBs distribution at a large scale but they did not cover the entire area. Coca-Cola though had a good promotional share but Pepsi was not
92

far behind and also gave a challenging stand. Being an aera that did not had an outstanding exposure the outlets were of small entity and were provided with the GSB.
COCA55 COLA PEPSI 45

Dealer Printed Sign Board:

Under the area study it could be seen that both Coca-Cola as well as Pepsi did not provided DPSs at various outlets, as it is a general view that they are being given at large consuming outlets. But taking in consideration the market potential here not many of the outlets could claim such accessories. In all the distribution of it is not lead emphasis thereon by the companies
93

COCA-COLA PEPSI

61 39

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

94

COCA-COLA PEPSI

48 52

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

COCA-COLA PEPSI

65 35

95

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

COCA-COLA PEPSI

59 41

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

COCA-COLA PEPSI

55 45

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Racks:-

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

COCA-COLA PEPSI

54 46

98

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

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

Relationship marketing is not only a company drives to bond better with their consumer. Companies also develop mutually profitable relationships with their retailer, supplier and distributor. If the Co. squeezes its retailer profit unduly, it forces too much product on distributor

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the Co. will fail. Smart companies check & balance with their supplier and distributor in the drive to better serve their ultimate customer. And marketing, at its best goes beyond meeting existing customer needs. Good company will meet needs; and great companies will create a market.

CONCLUSION
1) The various retailer had an enormous demand for better GSBs and in many cases of DPS for a better, impressive outlet look to attract consumers. 2) The endless demand of visi coolers in order to store large quantity of stock as a part of marketing and distribution promotional function of the company is studied therein. 3) The steady flow of the companys promotional accessories could be felt irrespective of the consumption of the outlets of the product. For example: racks, counters, sign boards, etc. 4) In a competitive environment the company got to study the schemes of their closest rivals, which they followed and in return fulfilled, the needs regarding their outlets set up. 5) Timely check up of the proper usage of the Cos assets (SGA) being made as well as their malfunctioning is rectified. 6) Misuse of the Coca-Cola SGAs should be brought into consideration as a retailers, stock, other companies, stock and depreciate the demand of the source company.
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7) The archrivals product study can be entertained from the retailers and the privilege on their part is known which helps in formulation of better marketing promotional schemes 8) Pepsis regular stockholders be traced and break up by providing motivational introductory offers enhancing the market capture. 9) Coca-Cola should try to make arrangements so that the marketing representatives would visit the retail outlets regularly and try to solve the retailers, as well as the distributors, problems which they usually face during the peak season.

10) Better efficient sales representatives be appointed to update the retailers about the schemes in comparison to Pepsi. This would encourage a curiosity regarding the CocaCola schemes among them. 11) The complaints of the retailers be studied and paid attention of the highest degree to ensure better market capturing.

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LIMITATIONS

The SURVEY being conducted as the project work under vrindavan agro industries ltd. Mainly dealt with the following limitations:1.The survey report that was conducted had a pre-defined boundation of interviewing the retail outlet owners. Its based on simple observational analysis which may lead to deflection at the time of conclusion arrival. 2.The questioner being designed had a limited scope of primary data coverage only. It did not take into consideration the other availability of supply and Co ground on which it decided upon the provision of distribution of the promotional accessories. 3.During the entire survey the retailers willingness for acquiring the accessories in accordance with the schemes followed with them could not be noticed. This could be one of the reasons of the non-appropriate promotional efforts in making an awareness among the customers

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4 .

The data regarding:

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

5.

The time constraint was also prevalent as there was not abundant time for a detailed

study to be conducted among the retailers and dealers.

6.

The financial limitations could also be felt as the funding regarding the survey was not subjected

which lead to a lack in an in-depth study to be undertaken.

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RECOMMENDATION

1. Company should follow the strategy of continuous improvement. 2. There should be just in time service if possible. 3. Transportation cost should be reduced. 4. Try to grasp the available opportunity.

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ANNEXURE
QUESTIONNARE :
Route No. :Name of outlet :Contact person : Address :-

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

2. Infrastructure of retail outlet :(a) Empty

(b)Vision/oye

(c ) Ice box (d) Signage 105

3.Packs which are having high sale per day :(a) (c ) (d) 200ml 500ml Aquafina/Kinley (b ) (d) 300ml 2000ml

4. Does Provide credit facility: (a) Yes (b) no 5. Which company product you sell more? (a) Pepsi (b) Coca-C0la (c) Both

6 .Why you prefer Pepsi /Coke or mix (a)Consumer demand (b)Service (c)Scheme (d) Personal relationship with company employee

7. Which company provides better delivery ( a) Pepsi (b) Coke (c) Both (d) None

8. Which company vehicle arrives on time: (a) Pepsi (b) Coke (c) Both (d) None 106

9.

Which company provides better service in emergency (a) Pepsi (b) Coke (c) Both (d) None

10.

Which companys vehicle is more regular in visit: (a) Pepsi (b) Coke (c) Both (d) None

11.

Retailer satisfaction equipment (i) which company provides better scheme (a) (ii) Pepsi (b) Coke (c) Both (d) None

Which company provides better scheme for ice box: (a) Pepsi (b) Coke (c) Both (d) None

12.

Retailer satisfaction scheme: (i) Which company comes out with good schemes: (a) Pepsi (iii) (b) Coke (c) Both (d) None

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

(iii)

Which company provides better option for marketing scheme: (a) Pepsi (b) Coke (c) Both (d) none

(iv)

Which company offers other more trade scheme: (a) Pepsi (b) Coke (c) Both (d) None

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(v)

Which company offers more value trade scheme: (a) Pepsi (b) Coke (c) Both (d) None

13.

Regular satisfaction relationship: (i) Which company route agent behaves more supportively and professionally: (a) (ii) Pepsi (b) Coke (c) Both (d) None

Which company official visits more frequently (a)Pepsi (b) Coke (c) Both (d) None

(iii)

Which company officer provide better solutions: (a) Pepsi (b) Coke (c) Both (d) None

14.

Problem (if any):

15. Suggestion (if any) :

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BIBLIOGRAPHY

Kothari C.R, Research Methodology, Wishwa Prakashan, New Delhi, www.cocacola.com. www.coca-colaindia.com Flipp kotlert

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GLOSSARY
SURVEY TERMINOGY

(1) SHOP NAME (2) AREA (3) GSB (4)DPS (5) COUNTERS (6) TABLE-CHAIR

: :

Name of the Outlet. Route break- through being covered.(Market Area Studied)

: Glow Sign Board. : Dealer Printed Sign Board. : : Metallic/Wooden Counters With Companys Printing. Moulded Furniture along Umbrellas various restaurants.

(7) WELL-PAINTING:Outlet containing Co. painting on the wall for promotion. (8) SGA (9) RACK : Sales Generating Assets.*Refrigerator. * Ice Boxes : Various types of racks holding the display of the companys product.

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