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SUMMER TRAINING PROJECT REPORT

(MBA - 035) ON
COMPARATIVE STUDY OF VARIOUS MARKETING
STRATEGIES ADOPTED BY COKE & PEPSI

AT
Saket Sales and Services Private Limited Gorakhpur

Master of Business Administration (MBA)

Programme: 2010 -12

Submitted in Partial Fulfillment of

Of

Gautam Buddh Technical University, Lucknow

SUBMITTED BY Arvind Kumar Maurya (MBA - III SEMESTER) (ROLL NO. - 1001470009)

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Faculty of Management Science

Shri Ram Murti Smarak College of Engineering & Technology, Bareilly

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Shri Ram Murti Smarak College of Engineering & Technology, Bareilly (U.P.)

Faculty of Management Science

Certificate
This is to certify that Mr. Arvind Kumar Maurya, a regular student of MBA 2010 Batch has undergone Summer Training in

Saket Sales and Services Private Limited Gorakhpur on the

topic of

COMPARATIVE

STUDY

OF

VARIOUS

MARKETING STRATEGIES ADOPTED BY COKE & PEPSI for a period of 4 week commencing from 20th June to 23rd
July 2011 This Summer Training Project Report embodies the facts and figure collected and interpreted by him/her during the course of Training. This Certificate is issued by the undersigned on the basis of the Summer Training Certificate of the organization in which the student completed the Summer Training during above period.

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(Anant Kumar Srivastava) Date: Head Bareilly Place:

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EXECUTIVE SUMMARY OF TRAINING

Coca-Cola is a world leader in a convenient food and beverages in 2011, with revenues of more than $ 32 billion and more than 1, 57, 000 employees. The

company consists of Frito-lay North America PepsiCo Beverages North America, PepsiCo International and Quaker Foods North America. PepsiCo brands are available in nearly 200 countries and territories and generate sells and the retail level of about $ 85 billion. Coca-Cola is the worlds premier consumer Products Company focused on convenient foods and beverages. In India Coca-Cola produces healthy financial rewards to investors as it provides opportunities for growth and enrichment to employees, business partners and the communities in which it operate. The project was undertaken under the guidance of Mr. Rahul GUPTA Saket Sales & Services Pvt Ltd,(Gorakhpur) a franchise of Coca-cola limited to survey the market of Gorakhpur and in order to know about the marketing strategic of Coke and Pepsi.

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DECLARATION
I hereby declare that the project, which is being presented in this report, entitled A COMPARATIVE STUDY OF VARIOUS MARKETING STRATEGIC ADOPTED BY COKE & PEPSI is an authentic record of my own work during the period of 4-6 weeks from 20-06-11 to 23-07-11 as a part of my MBA course of GBTU Lucknow. The information which is given by me in this report is exclusively for the concerned organization and the institute would not be submitted by me anywhere else.

ARVIND KUMAR MAURYA MBA III Sem. SRMS CET, Bareilly

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ACKNOWLEDGEMENT

This project has been made possible through the direct and indirect co- operation of various for whom I wish to express my appreciation and gratitude. It is pleasure to express my sincere gratitude to Mr. RAHUL GUPTA of COCA-COLA for providing me opportunity to embark on his project. And also thanks to my project guide Ms. Ankita Tandon mam.

I would also like to give my vote of Thanks to Mr. ANANT SRIVASTAVA (Faculty (H.O.D.) guidance. I also extend my sincere gratitude to all staff member of COCA-COLA for the providing me all the desired support during the course of training. I would like to extend my vote of thanks to my parents & associated for helping me in various ways. MBA SRMS CET, Bareilly) for this encouragement and

ARVIND KUMAR MAURYA MBA III SEM

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CONTENTS
PART-1
Chapters 1.1 1.2 1.5 1.6 1.7 1.8 1.9 1.10 1.11 1.12 Subject Company Profile Vision and Mission Functional areas Organizational structure Coke brand origin in India Product range of coca-cola Comparative performance of the organization Distribution Channel SWOT Analysis Marketing strategy Page No. 1-6 7-8 9-10 11 12-15 16 17-23 24-25 26-27 28-31

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PART-2
2.1 2.2 2.4 2.5 2.6 Research methodology Data Analysis and Interpretation Recommendations Limitations Bibliography 36-39 40-73 74 75 80

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LIST OF TABLES

S. NO.

PARTICULAR

PAGE NO. 40

TABLE NO.1- The response of respondents about the Preference of Cold Drinks. TABLE NO.2- The response of respondents for the consumption Of cold drinks in a day. TABLE NO.3- The response of respondents about the preference Of flavours. TABLE NO.4- The response of respondents about preference of Brand name TABLE NO.5- The response of respondents about factors influence Choosing particular brand TABLE NO.6- The response of respondents about opinion towards popular brand. TABLE NO.7- The response of respondents about brand availability in the retailer shop TABLE NO.8- The response of respondents about taste of soft drinks. TABLE NO.9- The response of respondents about the causes of Choosing brand.

42

44

46

48

50

52

56-59 64

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TABLE NO.10-The response of respondents about the most Appealing brand advertisements TABLE NO.11- The response of respondents for most appealing brand Punch line TABLE NO.12- The response of respondents about opinion towards products which is promoted by celebrity TABLE NO.13- The response of respondents about pricing strategy of Coca-cola. 72 70 66 68

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LIST OF FIGURES

S. NO.

PARTICULAR

PAGE NO. 41

FIGURE NO.1- The response of respondents about the preference of Cold Drinks. FIGURE NO.2- The response of respondents for the consumption Of cold drinks in a day. FIGURE NO.3- The response of respondents about the preference Of flavours. FIGURE NO.4- The response of respondents about preference of Brand name FIGURE NO.5- The response of respondents about factors influence Choosing particular brand FIGURE NO.6- The response of respondents about opinion towards Popular brand. FIGURE NO.7- The response of respondents about brand availability In the retailer shop FIGURE NO.8- The response of respondents about taste of soft drinks. 55 FIGURE NO.9- The response of respondents about the causes of choosing brand.

43

45

47

49

51

53

60-63

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FIGURE NO.10-The response of respondents about the most appealing brand advertisements

65

FIGURE NO.11- The response of respondents for most appealing brand 67 Punch line FIGURE NO.12- The response of respondents about opinion towards Products which is promoted by celebrity FIGURE NO.13- The response of respondents about pricing strategy of Coca-cola. 71 69

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COMPANY PROFILE

WATER MANDATE Chairman of the Board and Chief Executive Officer

The Coca-Cola Company

WATER MANDATE was elected chairman, Board of Directors, and chief executive officer of The Coca-Cola Company on February 17, 2007. Mr. MANDATE is the12th chairman of the Board in the history of the Company. WATER MANDATE, 60, joined the Company in 1969 as planning officer in the Sydney, Australia office. He held positions of increasing responsibilities throughout Asia and in 1982 was named vice president of Coca-Cola Far East Ltd.

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In December 1988, WATER MANDATE was named president of the North Pacific Division and president of Coca-Cola (Japan) Co., Ltd. He moved to the Companys Atlanta headquarters In 1991 to assume the responsibility of president of the Pacific Group and in 1999 his responsibilities were expanded to include the Company's Africa Group, and Schweppes Beverage Division, as well as the Middle and Far East Groups WATER MANDATE president and chief operating was elected

officer of The Coca - Cola Company in

December 1999. He serves on the boards of Sun Trust Banks, the Boys & Girls Clubs of America, Catalyst, the CERGE-EI Foundation(Center for Economic Research and Graduate Education - Economics Institute) in the Czech Republic, the Lauder Institute for Management and International Studies at the University of Pennsylvania, the Prince of Wales International Business Leaders Forum, the Grocery Manufacturers of America, the British - American Chamber of and the

Commerce, the G100, the Woodruff Arts Center, the Commerce Club,

McGraw-Hill Companies. WATER MANDATE is a trustee of Emory University, the American Assembly and the Center for Strategic & International Studies. He is also a member of The Trilateral Commission, The Business Council, and The

Business Round table.

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AROUND THE WORLD Although Coca-Cola was first created in the United States, it quickly became popular wherever it went. Our first international bottling plants opened in 1906 in Canada, Cuba and Panama, soon followed by many more. Today, we produce more than 300 brands in over 200 countries. More than 70 percent of our income comes from outside the U.S., but the real reason we are a truly global company is that our products meet the varied taste preferences of consumers everywhere OUR PARTNERS The Coca-Cola Company works with a wide variety of organizations to support health, fitness and good nutrition. Visit these sites for more information about positions, programs and activities. The Coalition for a Healthy and Active America (CHAA) CHAA was formed in 2003 by concerned organizations and national leaders to educate parents, children, schools, and communities about the critical roles physical activity and nutrition education play in reversing the alarming trends of childhood obesity. As a non-profit National grassroots coalition, CHAA is a vigorous advocate for developing healthy and active lifestyles for America's youth. CHAA is committed to working with schools to rededicate time for physical fitness; giving parents the freedom to help their children make their own nutritional
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choices; building school-business model relationships that benefit our families by supporting healthy and active lifestyles; and finding solutions to childhood obesity that are both responsible and realistic American Council for Fitness and Nutrition The American Council for Fitness and Nutrition (ACFN) is a group of food, beverage and consumer products companies, not-for-profit organizations and trade associations working together to improve the health of all Americans, particularly youth, by encouraging a healthy balance between fitness and nutrition. The cornerstone of all ACFN initiatives is the idea that lasting solutions to the nation's obesity problem must be based on sound science and behavioral research. Such policies are likely to help parents and their children develop eating and exercise habits that lead to a healthier life. Grocery Manufacturers of America the Grocery Manufacturers of America (GMA) represents the food, beverage and consumer products industry on key issues that affect the ability of brand manufacturers to market their products profitably and deliver superior value to the consumer. International Food Information Council (IFIC) Foundation The IFIC Foundation is a public education foundation disseminating sound, science-based information on food safety, nutrition and health. International Life Sciences Institute Founded in 1978, the International Life Sciences Institute (ILSI) is a nonprofit, worldwide foundation that seeks to improve the well-being of the general public through the pursuit of balanced science. Its goal is to further the
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understanding of scientific issues relating to nutrition, food safety, toxicology, risk assessment, and the environment by bringing together scientists from academia, government, and industry.Kidnetic.com is a fun, interactive Web site that emphasizes healthy living achieved through a balance of physical activity and responsible eating habits. The Web site gives young people and their parents the tools and ideas to help change habits and plant the seeds for healthier families tomorrow. Kidnetic.com is a program of the International Food Information Council (IFIC) Foundation. National Association for Sport and Physical Education association for Sport and Physical Education seek to enhance knowledge and professional practice in sport and physical activity through scientific study and dissemination of researchbased and experiential knowledge to members and the public. National Soft Drink Association the National Soft Drink Association (NSDA) is the trade association for America's soft drink industry, serving the pub.

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THE PRESENT POSITION OF COKE IN INDIA

Coke is a households name and is the lips of every one. In present time every person knows the name of coca cola since India is one of biggest market and sultry summer from March the end of October and huge population has immensely helped in the sales the sales of coke in India and its making it more economical.

Last years, the market share of Coca Cola was not specific. In this year companys top management adopted new policy and increased the rate of all brands of coke. By this decision top management determined the rate of 300 ml / 10Rs. And the brand of 200 ml determines the rate of this brand 7Rs. By which medium size family and lower level family can be taken the enjoy of coke. By this decision companys marketing share has been increased .In present time coke is captured approximate 60% market share in cold Dinks line. Now coke has defeated all the soft drinks company. According to service and according to advertising coke has appropriate position. It has now emerged as the winner and has a good image in the market.

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VISION AND MISSION OF COCA-COLA COMPANY VISION The long-term vision of Coca-Cola in India is to provide exceptional strategic lead to the Coca-Cola in India. Through Coca-Cola system resulting in consumer & customer preference and loyalty through Coca-Cola is commitment to them and in a highly profitable Coca-Cola Corporate branded beverage system.

MISSION The mission of Coca Cola in India is: Increase in shareholder's value over time.
To achieve the above by working with business partners to deliver

satisfaction and value to customers and consumers through worldwide system of superior brand and services thus increasing the brand equity. To achieve the mission the company seeks the contribution from each of the given areas: People working in the company. Commitment of the company. Goals & objectives of the company. Environmental policy. Internal control.
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Policy & producers.

GUIDING PRINCIPLES OF COCA-COLA INDIA 1. We will conduct ourselves and our business activities with the highest standards of honesty integrity and professionalism. 2. We will recognize the positive contributions that we make as individuals and team members to produce our business success. 3. We will encourage a learning environment where people can constantly grow, develop and contribute. 4. We will strive for excellence and seek continuous improvement in everything we do. 5. We will respect all stakeholders, including employees, partners and suppliers and instill them with a passion to deliver the highest quality goods and service. 6. We will foster initiative and creativity by empowering individual to attain well-defined objectives.

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FUNCTIONAL AREAS OF COCA-COLA

The purpose and activities of each functional area and internal and external communications at coca cola. The main functional areas are Human Resources, Production, and Administration, Finance, Marketing, R&D. the main functional areas in the coca cola company are HR, Production and Administration. Human Resources The human resources department recruits the best people for the right jobs. For coca cola the human resources department looks for people who have skills and experience in driving Lorries. They should be honest and happy in what they do replace before. They make sure that an employee only works over one time once a week. There is a training manager in coca cola who trains employees from ages 16-65. They never stop training and they have to train themselves continuously. Production Production department helps improve the products. Managers help others in their work in the production department and they guide them through their jobs. They tell the employees in that department what to do and they produce new ideas and alternative to the company. Their main target is to only lose about 10000 a year of yield and 2000 a week.

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Administration
In the administration department to do the filing and arrangements to see people. The Administrative officer aim is to make sure that where their employee to be at a certain time. It also has to manage other people.

Marketing
There are four basic aspects of marketing that is used in coca cola called the "four P\'s": Product: The item or service they sell. Price: The amount they charge for their product or service. Promote: The ways they inform the market as to who, what and where they are. Provide: The channels you use to take the product to the customer.

Finance
Finance helps them to see how much money they have and how much they need to buy things. the finance department to see that the employees are paid. The marketing manager needs to communicate with the finance department to see how much money they have to invest in a making of a product. They communicate by the phone and by fax.
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The functional areas of coca cola are strong and secure; they help coca cola achieve their aims.

ORGANIZATIONAL STRUCTURE

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COKE BRANDS IN INDIAN ORIGIN

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

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

FANTA: The name "Fanta" was first registered as a trademark in Germany in 1941, when it was used for a few years for a soft drink created from available materials and flavors.

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The name was then revived in 1955 in Naples, Italy, when it was used for the "Fanta" orange drink we know today. It is now the trademark name for a line of flavored drinks sold around the world.

DIET COKE: The extension of the Coca-Cola name began in 1982 with the introduction of diet Coke (also called Coca-Cola light in some countries). Diet coke quickly became the number- one selling low-calorie soft drink in the world.

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

LIMCA: This is thirst-quenching beverage features a fresh and light lemon-lime taste and a lighthearted attitude. The Limca brand was introduced in 1971 and acquired by the Coca-Cola Company in 1993.

MAAZA:

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Maaza, launched in 1984 and acquired by The Coca-Cola Company in 1993, is a non carbonated mango soft drink with a rich, juicy m natural mango taste.

THUMPS UP: In 1993, The Coca-Cola Company acquired this brand, which was originally introduced in 1977. Its strong and fizzy taste makes it unique carbonated Indian Cola.

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

SUNFILL: This is thirst-quenching beverage features a fresh and light orange taste and a lighthearted attitude.

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NETWORK OF THE COCA-COLA SYSTEM

In the network of the Coca-Cola system, Coca-Cola has either of the two bottling operation done far the company. 1. 2. COBO (Company Owned & Operated Bottling Operation). FOBO (Franchise Owned & Operated Bottling Operation). After 1993, when coca cola re enters Indian market, done a lot of changes in the existing system of the soft drink market prevailing in India, by acquiring the major brands and the bottling operations from Parle. After this company founded some of its own bottling operation in India. In year 2009, company did a major investment of $700 million in India by purchasing other bottling operations, all around India and introduces new technology in them. These bottling plants are called Company Owned and Operation Bottling Operation. Company has full ownership and operational right for these type of operations. The other type of bottling operation for the company are called Franchise Owned and Operated bottling Operation, to these, the company has given the right to produce the product for the company and to supply with in the territory assigned by the company. Company has no ownership or operational right/control over these. In India Company have 26 COBO and 14 FOBO operations for the production and control of the whole operation in India

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PRODUCT RANGE

Flavour Cola

Ingredients

Pack

Product Coke, Thumsup

Company Coca-Coal

Cola Flavour 200Ml. carbonated water sugar 300Ml. 500Ml. 1.5 Litre 2 Litre Orange Flavour + 200Ml. Carbonated Water+ 300Ml. Sugar 500Ml. 1.5 Litre 2 Litre Mango Pulp+ Treated 250 ML water+ sugar

Pepsi Fanta

Pepsi Coca-Cola

Orange

Mirinda Maaza Slice

Pepsi Coca-Cola Pepsi

Fruit Juice

Cloudy Lemon

Lemon Flavor + 200Ml. Carbonated Water+ 300Ml. Sugar 500Ml. 1.5 Litre 2 Litre

Limca

Coca-Cola

Mirinda Lemon

Pepsi

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7Up Dew

Pepsi

"COMPARATIVE ANALYSIS OF COKE & PEPSI" The soft drink market all over the world has been witnessing a neck to neck battle between the two major players, coca-cola and Pepsi since the very beginning. The thirst quenchers are trying hard to have the major chunk of the pie of carbonated soft drink market. Both the players are spending their energies in building capacity, infrastructure, promotional activities etc. Coca-Cola being 11 years older than Pepsi has dominated the scene in most of the soft drink markets in the world and enjoying leadership in terms of market share. but the coca-cola people are finding it hard to keep away Pepsi, which has been narrowing the gaps regularly. The two are posing threats to each other in every nook and corner of the world, while Coca-Cola has been earning most of its bread and butter through beverage sales; Pepsi has a multi products portfolio with some portion from the same business.

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The two warriors are face to face once again here in India with different strategies and tactics to attack the rival. Coca-Cola is focusing upon the joint ventures with the existing bottlers {fobo} franchise owned bottling operations to enhance its control on manufacturing and marketing of its products range and attain the quality standards of its class. Countering it Pepsi has taken the battle in its own hands by floating as investment of $ 95 billion to set Pepsi Company. India holdings, as subsidiary for {cobo} company owned bottling operations. both the companies are following different path to reach the same destiny i.e. to fetch the bigger portion of aerated soft drink market both consider India a huge potential market, as per capita consumption here is a mere 3 serving annually against the world average of 80. Therefore, they are putting in their best efforts to woo the Indian consumer who has to work for 1.5 hours to buy a bottle of soft drink. in comparison to the international norms minutes, a major hurdle to cross over for both the athletes for getting no.1 position comparison to the inter. coca-cola is well set with its 53 bottling sites throughout the country giving it an edge over competition by processing a well-built bottling and distribution set-up. On the other hand, Pepsi, with two more years in India, has been able to set an image of a winner in India and has been able to get the pulse of the India soft drink market. The soft drink giants are leaving on stone unturned and her for the long terms.

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Coca-Cola has been penetrating the market through its wide product range with a determination to change consumption pattern of soft drink in India. Firstly, they upgraded the whole industry by introduction 300 ml bottles, which in turn had given the industry a booming growth of 20% as compared to the earlier 5%. They want to develop a coca culture here and are working on a strategy to offer soft drink in every possible package. In coca-cola camp, the idea of competition has not come from Pepsi, but from the other beverages such as tea, coffee, Nimbus pani, water etc. Pepsi is quite aggressive in its approach to Indian consumer. They are desperately working on the strategy to be winners in the hot cola war between two big barons. According to Pepsi philosophy, its the madness that encourages executive to think, to conjure up those creative tactics to knock the fizz out their competition. Pepsi had plumbed a large on the visibility of its blue red and white logo. they have been going with aggressive marketing by putting Amir khan, Akshay Kumar, Imran Khan and their advertisement to endorse their brand, the role models for its targeted consumer the teenagers. They have increased the fizz in the market place by introducing the dispensers called fountain Pepsi and have been enjoying a lead over its rival there. Coca-Cola on the other hand, has been working on the saying slow and steady wins the races side by retailing to every more of its competitor. They have procured the shield of Thumps up with a handsome market share in Indian soft drink market. Countering Pepsis international commercial that used two chimpanzees to cock a snoop at coke, Thumps up come with the ad line, dont be Bandar, and taste
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the thunder. Also Thumps up has been positioned now very near to that young image of Pepsi and giving it a though time. These cool merchants have put everything on fire. It coke got the status of the official drink of wills. World cup, Pepsi blushed as nothing official about it. As Thumps up projected as saaree jahan se achcha Pepsi was passionate enough with freedom to be and now the yeh dil mange more when Thumps up came with thunder blast, the other offered Pepsi stuff card. If red is meant for coke, Pepsi has chosen to be blue.

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ABOUT PEPSI
Since there is only one major competitor of the Coca Cola i.e. Pepsi. There is some information about the Pepsi Company. Pepsi Cola, Headquartered N.Y., is the refreshment beverage unit of Pepsi Co. Beverages and Foods, a division of Pepsi Co. Inc. Pepsi Co. Beverages and Foods at North America also comprise Pepsi Co`s Tropicana, Gatorade and Quaker Foods businesses in the United States of America and Canada also. Pepsi-Cola non-carbonated beverage portfolio includes Aquafina, Which is the number one brand of bottled water in the United States, Dole single serve juices and some, which offers a wide range of drinks with herbal ingredients. The company also makes and markets North Americas best-selling, ready to drink iced teas and coffees via joint venture with Lipton and Starbucks, respectively. Pepsi Co, Inc. is one of the worlds largest food and beverage companies. The companys principle business includes: Frito-Lay snacks Pepsi-Cola beverages Gatorade sports drinks Tropicana juices Quaker Foods
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Pepsi Co Inc. was founded in 1965 through the merger of Pepsi-Cola and FritoLay. Tropicana was acquired in 1998. In 21001 Pepsi Co merged with the QUAKER Oats Company, creating the worlds fifth largest food and Beverage Company, with 15 brands-each generating more than $1million in annual retail sales. Pepsi Co's success is the result of superior products, high standards of performance, distinctive competitive strategies and the high level of integrity of their people.

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PEPSI COMPANY PRODUCTS

1. Pepsi

Flagship brand of PepsiCo. 100 year old brand loved by over 200 million people worldwide. An iconic youth brand in India. The single largest selling soft drink brand in India.

2.

Mirinda orange

1991: Mirinda Orange launched in India. 1998: Mirinda Lemon launched in India.

Nimbooz EKDUM ASLI INDIAN

Indias first nationally available packaged Nimbu Pani. It was launched in India in 2009. Nimbooz was launched in India on the 28th of February 2009. It is the latest addition to the Pepsi beverages portfolio.

Mountain Dew DARR KE AAGE JEET HAI

Mountain Dew was invented in Virginia in 1948. It was launched in India in 2003.

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10. 7Up MOOD KO DO LEMON KA LIFT

7UP was created in 1929 7UP was launched in India in 1990

3.

Tropicana
Launched in India in 2004. Available in two categories - 100 percent juice and juice-based drinks.

Aquafina THE PUREST PART OF YOU

Aquafina was first launched in the US in 1994. With its unique purification system and great taste, Aquafina soon became the bestselling brand in the country.In India, Aquafinas journey began with its launch in Bombay in 1999 and it was rolled out nationally by 2000.

Slice Mango PURE MANGO PLEASURE

Slice was launched in India in 1993 Slice Mangola was introduced in 1994 Slice was launched in India in 1993 as a refreshing mango drink and quickly went on to become a leading player in the category.

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DISTRIBUTION CHANNEL OF COCA -COLA:

Marketing or Distribution channel refers to the set of marketing intermediaries which manufacturer's link together to reach their products to the ultimate consumers. Depending on the product, nature of market and manufacturers' resources/strategy, there can be one or more links between the manufacturer and consumer. Manufacturer Retailers Manufacturer - Wholesalers Retailers Manufacturer - Stockists - Wholesalers - Retailers. The retail outlet in India can be broadly categorized as follows: Grocery stores General purpose stores Food stores Pan bidi shops Chemist/ drug stores Cold chains

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COMPOSITION OF URBAN OUTLETS

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

COMPOSITION OF RURAL OUTLETS

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

SWOT ANALYSIS
STRENGTH: Coca-cola Potential brands position in the market. Good quality and innovation of product for long term customer relationship.
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Good advertising campaign, and brand ambassador. Advertisement campaign more effective and change punch line make. Emotional touch with customer and retail. High investment in research and development. Coca-cola has a good market share. Segment of coke product to every age group. To satisfy of retail or through schemes SGA, display. WEAKNESS: Lack of proper distribution in many areas. Lack availability 1 it & 1.5 it product pack. Lack supply of Kinley water in the market. Rising No. of date dealers that will wrong effect in market condition. Retailers are not getting schemes at the time. No distribute enough signage to retailers. OPPORTUNITY: Coke is able to capture large mkt. Share. More monopoly counters of coke brand. To improve market mix (Product, price, promotion, place).
To increase the sale of Kinley water.

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THREATS: Pepsi is the major competitors, that means watch myopia in the market every time.
Pepsi have captured major market of 500 ml, 1.5 & 2 lt. Retailers divert to Pepsi because they are getting good schemes brand in

the pepsi.

MARKETING STRATEGY OF COKE

As millions of rural Indians reach for a cold soft drink in the hottest summer in years, Coca-Cola India seems to have discovered the consumers who could rescue its dismal sales record. Coca-Cola India totally misjudged rural India,

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home to two-thirds of the country's 1 billion population, when it re-entered the country a decade ago. The company's new strategy of smaller bottles, price cuts and advertising that straddles cities and villages pushed turnover last year up by a quarter to nearly Rs.5000 crore. And Thumbs Up, a local brand that Coca-Cola bought and then ran down, is also recovering spectacularly. The success of Thumbs Up, whose market share is now roughly equal to that of marker leader Pepsi at 23 percent, is an embarrassment for Coca-Cola, which is in third place with 16.5 percent (from 12 percent three years ago) in India's Rs.8000 crore soft drinks market. Coca-Cola returned to India after being kicked out by the government in the mid-1970sCola's rise Coca-Cola's 200 ml bottle (down from 300 ml) sells for Rs.7, half the price of a conventional sized bottle. To achieve a return on this "low margin, high volume" strategy. bottles and made them lighter and packed in smaller crates to increase a trucks carrying capacity; added distributors and expanded the number of outlets in towns and villages by a fifth to about 1 m. Coca-Cola's aim was to "lock in" retailers in villages of at least 1,000 people connected to usable roads. One method was to help those with no savings or access to formal credit to buy their costliest asset: a fridge. The company negotiated big discounts from fridge producers, placing an order equivalent to two months' output of the domestic

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fridge industry. Discounts were passed on to the retailers, cutting the average purchase price by Rs.3, 000 more than three months' wages in a village. Finally, Coca-Cola dumped a global advertising campaign that was irrelevant to the Indian market and adopted one featuring Bollywood stars.

Marketing Mix and Strategy:

Marketing mix of any organization consists of 4 P's i.e. product, price, place and promotion having its own significance, which varies from one organization to the other. In Coca-Cola the information about all the 4 P's that can be available to me is given here:

PRODUCT:Product mix of Coca-Cola consists of the various brand packs and flavors given in the table. Product strategy of the Coca-Cola is to promote all the brands available in all the brands packs and to introduce the product in new flavors and. even new product. Regarding this Kinley soda is introduced. Fanta in green apple flavor is also introduced.

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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: - Northern zone, Eastern zone, Western zone, Southern zone and Andhra Pradesh zone. These zones are divided in to various, plants, which govern the area assigned to them. The areas are the various distribution centers called distributors and C&F agents. Then comes the retailers/customer for the company's product, they receive goods from distributors and C&F agents. Finally consumer is there, having the product from the customer's shops or delivered to their home. The Coca-Cola Company, which gave its reach to the mouth of billions of people all around the world having a wide distribution, network. In India, the pace and speed at which Coca-Cola has widened its business is really amazing. Distribution network is the biggest strength of the company.

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PROMOTION:
This part of the marketing is playing a very vital and important role in the current situation in India. Looking at the competition and promotion and advertising budget of both the companies coca cola and Pepsi, one can easily estimate the importance of this. The promotion mix of Coca-Cola is divided in two parts:
1. TOP LINE PROMOTION

2. BELOW LINE PROMOTION. Top line promotion includes the promotion designed and done by the company's corporate office of Gurgaon and the office of Bombay TV ads, design of banners, and other POS done by the company simultaneously all around India with no Difference in designs etc. fall in this category. Below the line promotion includes the promotion schemes, publicity material, POS display done by the company from zonal, plant, sales manager and 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.

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PART-2

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Explanation of Topic
This report provides an analysis and evaluation of the Pepsi and Coca cola in their customer segmentation models. This method of analysis includes Market Segmentation, Market Targeting, Market Positioning, as well as the Marketing Mix of Pepsi and Coca cola. The research draws attention to the Market segmentation of the both companies, while the soft drink industry has probably the widest and deepest customer base in the world and variable of Pepsi and Cola marketing ways.

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Objective of Study
1.

To know about what is the basic difference of coca-cola product and Pepsi product according to customer preferences.

2. To know about the various marketing strategies adopted by Coke and Pepsi. 3. To know about the customer perception towards Coke products.

4. To know about the consumer segmentation of Coke and Pepsi. 5. To know the consumer awareness about the Coke and Pepsi product.

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SCOPE OF THE STUDY

The training in the organization is very important for a student who is undergoing with such course. This course is not the answer for all the problems, which arises in the practical fields. There is no certain formula for any particular problems, but the aim of this study is to develop the ability of decision-making. A right decision at right time itself helps an organization to run smoothly. This training in an organization gives an fair idea of how decisions are taken tact fully when any problem comes to an executive. So the way of problem solving, right decisions making and knowledge of different type of marketing activities give much importance to the study.

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RESEARCH METHODOLOGY
In the research we have to find new ideas by which can explain the views Of respondents on whom we are conducting research on any topic and on that basis we can find their views and can suggest some decision problems and options by analyzing and interpreting the facts we have found.

METHODOLOGY OF THE STUDY

Exploratory:
To find the per day consumption and satisfaction level from different consumer, exploratory research method are adopted. A survey form was prepared and the consumers were asked to answer them during the course of their interview.

Schedule Method:
Consumers responses were conducted with the help of a prepared schedule. Samples are taken at different locations of Gorakhpur City.

Documentary Observation:
Books, Annual Report, web sites, Published and unpublished materials.

Field Observation:
During training period I did extensive survey of the distribution outlets and consumer to observe the marketing operation performed by the organization.

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Area of surveyFor performing any survey a sample is selected from the population. All the consumers are chosen from different location of Gorakhpur City.

Sampling Design:
Design is the plan, structure & strategy of investigation conceived so as to attain answer to questions' to survey and to control the variances. According to this project's / survey's purpose the analytical, interpretive/objective design was chosen.

Data Collection Method:

The two sources for data collection are documentary or secondary and field or primary is used. Because I have to collect the information, which is fickle in nature, the availability and display of the product changes even each and every day, therefore questionnaire is selected as the survey instrument. The forms used for the survey were close-ended questionnaire consisting of various items. I have covered Gorakhpur City & took data of different areas it was great to visit company like "Coca-Cola", season like "summer" and product like "Cold Drink", combining all the factors together make the sample design for the
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project very important for the real extract from the market. The sample size was 100 consumers.

Statistical Tools:
Representation of statistical data by diagram, graphs, charts or pictures is more effective than tabular representation being easily intelligible to a layman, indeed diagrams is most essential whenever it is required to convey any statistical information to the general public.

The more important types of diagram which are use in statistical work are:1. Bar Diagram:
Mode of diagrammatic representation of data is the bar diagram. In this method bar of equal width are taken for the different items of the series. The length of the bar represents value of the variables concerned.

2. Pie Chart:
It is a circle whose area is divided proportionately among the different components by straight lines drawn from the center to the circumference of the circle. When statistical data are given for a number of categories and we are interested in the comparison of various categories or between a part of the whole, such a diagram is very helpful in effectively displaying the data.
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Sample Size Type of Sampling

: :

100 Random Sampling.

Analytical Interpretation
Prefer to have cold drinks Q.-1 do you take cold drink?

Response Yes No Total

No of Respondent 100 00 100 Table- 1

Percentage ( %) 100% 00% 100%

Analytical Interpretation: The given Chart & Table show that the most no. of respondent like to take cold drink because it gives the full satisfaction in the hot and humid day. It was found that 100% of respondent likes to take the cold drinks and 00% respondents dont want to take cold drinks.

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Q 1- Do you prefer to have cold drinks?

10 0%

0%

Y es No

FIGURE NO-1

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Consumption of cold drinks in a day Q-2 If yes how frequently? (Daily).

Response No of Respondent (Time a day) Less than 2 24 More than 4 + Total 54 35 11 100 Table- 2 Percentage (%) 54% 35% 11% 100%

Analytical Interpretation: The given diagram & table show the frequency of taking cold drinks in a day. It was found that 54% of respondent takes the less than 2 cold drink a day, 35% of respondent takes 2 4 cold drinks a day. And 11% of the respondent likes to takes more than 4 cold drinks in a day. The people who consume more than two cold drinks have a habit of a high consumption. For them a change in price doesnt changes their demand to a great extent. They also maintain a brand loyalty in the brand they are regularly consuming.

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Consumption of cold drinks in a day

60 50

54

35 40 30 20 10 0 11

Les s than 2

24

More than 4 +

FIGURE NO-2

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Preference of flavours Q-3 which flavor does you like most?

Flavors Cola Citric Lemon Orange Others Total

No of Respondent 41 26 21 10 02 100 Table- 3

Percentage 41% 26% 21% 10% 02% 100%

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

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Preference of flavors

45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

41%

26% 21%

10% 2%

Cola

Citric

Orange

Lemon

Others

FIGURE NO-3

Preference of Brand name Q-4 Do you give importance to brand name while choosing your cold drink?

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Response Yes No Cant Say Total

No of Respondent 56 39 05 100 Table- 4

Percentage (%) 56% 39% 05% 100%

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

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Preference of Brand name

5%

39%

Y es 56% No Cant S ay

FIGURE NO-4

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Factors Influences choosing particular Brand Q-5 which factor Influences choosing particular Brand?

Response Brand Flavour Advertisement Chilled Total

No of Respondent 28 48 06 18 100 Table- 5

Percentage (%) 28% 48% 06% 18% 100%

Analytical Interpretation:

The chart and diagram shows that the way respondent likes the particular brand of cold drinks. It was found that 48% of respondent likes the because of flavor, 28% respondent likes the cold drinks because of brand, 18% of respondent likes because of chilled and only 6% of respondent likes because of advertisement.

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Factors Influences choosing particular Brand

FIGURE NO-5

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Opinion towards Popular Brand Q-6 which brand you prefer most?

Brands Coke Pepsi Others Total

No of Respondent 58 21 21 100 Table- 6

Percentage (%) 58% 21% 21% 100%

Analytical Interpretation:

The given diagram gives the view regarding the most popular and demanded brand. It was found that the 58% of respondent preferred the Coke as most popular brand, 21% of respondent say Pepsi as most popular brand, 16% of respondent referred the coke as the popular brand and the only 21% of respondent say others was a the most popular brand.

Opinion towards Popular Brand

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60% 50% 40% 30% 20% 10% 0% Coke Pepsi Others Series1

FIGURE NO-6

Availability in retailers shop Q.7-In your opinion which brand of cold drinks is most demanded or popular?
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Response Coca-Cola Pepsi Others` Total

No of Respondent 61 30 9 100 Table- 7

Percentage (%) 61% 30% 9% 100%

Analytical Interpretation:

The given chart table shows that the most available flavour on the respondent retailers shops. It was found that the 61% of respondent (Consumers) say that they find Cola flavour on their retailers shop.30% of respondent found the citric flavor on their retailers shop. Science cola flavor is a Universal flavor in India, with consumers of all age, sex and preference accepting it whole heartedly.

61% 70% 60% Availability in retailers shop 50% 30% 40% 30% 9% 20% lxvi 10% 0% Coca-colaPepsi Others

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FIGURE NO-7

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Availability in College Canteen/Locality/Colony Q.8 which brand is more available in your retailers shop?

Brand Coke Pepsi Others Total

No of Respondent 51 47 02 100 Table- 8

Percentage (%) 51% 47% 02% 100%

Analytical Interpretation:The graph & table gives the information regarding the available the available brand on their college canteen or a colony or a locality. It was found that 51% of respondent found the Coke brands of cold drink highly available while 47% of respondent said that they found Pepsi brand as highly available and only 02% of respondent said that they found other brand like Frooti or others brands highly available. This difference in the response is because of the consumption of different brands in different segments. 2%

C ok e

Availability in College Canteen/Locality/Colony 47%

51%

P eps i O thers

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FIGURE NO-8

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Opinion towards Taste Q.9 In your opinion which soft drink is better taste? (i) In a cola flavor.

Brand Coke Pepsi Total

No of Respondent 75 25 100 Table-9.1

Percentage (%) 75% 25% 100%

Analytical Interpretation:

The given table and diagram gives the idea of the respondent opinion regarding the Cola flavour drink. It was found that the 75% of respondent likes the Coke and the only 25% respondent likes the Pepsi flavour.

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Opinion towards Taste

(I)

IN A COLA FLAVOR

25% 46% Thumps up

29%

Coke

Pepsi

FIGURE NO-9.1

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(ii)

In Citric flavored?

Brand Mountain Dew 7`Up Sprit Total

No of Respondent 41 30 29 100

Percentage (%) 41% 30% 29% 100%

Table- 9.2 Analytical Interpretation: The given table and Diagram gives the idea of the respondent opinion regarding the citric flavor drink. It was found that the 41% of respondent likes the Mountain Dew, 30% of respondent likes the 7 UP and the only 29% of respondent likes the Sprit in Citric flavored. The consumers of Mountain Dew say that it has a better and genuine taste than the Sprit flavored of Coke.

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Opinion towards Taste (II) IN CITRIC FLAVOURED?

29% 41% S prite M ountain D ew 30% 7`U p

FIGURE NO-9.2

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(iii) In orange flavoured?

Brands Miranda Orange Fanta Others Total

No of Respondent 64 28 08 100 Table- 9.3

Percentage (%) 64% 28% 08% 100%

Analytical Interpretations: The above given table and chart show the opinion of the respondent regarding Orange flavour. It was found that the 28% of respondent likes Fanta of COKE brand, 64% of respondent likes the Miranda of the PEPSI brand and 8% of respondent likes the other soft drinks of orange flavour.

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Opinion towards Taste (III) IN ORANGE FLAVOURED

8% 28% F anta 64%

M iranda O range

O thers

FIGURE NO-9.3

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(iv) In Mango flavour?

Brands Mazza Slice Others Total

No of Respondent 37 22 41 100 Table- 9.4

Percentage (%) 37% 22% 41% 100%

Analytical Interpretations: The above shown table and chart gives the view regarding the opinion of respondent about the Mango flavour. It was found that the 41% of respondent likes Frooti, 37% of respondent like Mazza of Coke and only 22% of respondent likes the Slice of Pepsi brand. One of the greatest advantages with Frooti is that it comes in tetra pack which is a one way pack. People find it convenient to take it home for consumption. Even coke and Pepsi have introduced tetra pack in the Mango drink recently but it will definitely take some time take away market from the market leader. Also Frooti is a well established brand has available in tetra pack for a long time.

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IN MANGO FLAVOUR?

41%

37% M az za S lic e 22% Others

FIGURE NO-9.4

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Cause of Choosing Brand Q.10 why you choose a particular brand?

Subject Blend Brand Image Availability Advertisement Total

No of Respondent 20 38 26 16 100 Table-10

Percentage (%) 20% 38% 26% 16% 100%

Analytical Interpretations: The graph & table above say that why the respondent like their favoured brand. It was found that 38% of respondent likes his brand because of brand Image, 26% of respondent likes because of availability, 20% of because of Blend and only 16% of advertisement. Brand image refer to the perception of the customers regarding the choice of a particular brand. It comes with the kind of advertisement brought by the company. Blend over here refers to the taste of the 38% flavour demanded. 40%
35% 30% 25% 20% 16% 26%

20% Cause of Choosing Brand 15% 10% 5% 0% Blend Brand Image

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Availability

Advertisement

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FIGURE NO-10

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11. Most appealing Brand advertisement

Brands Coke Pepsi Total

No of Respondent 52 48 100 Table-11

Percentage (%) 52% 48% 100%

Analytical Interpretations: The given chart shows that the respondent about the most appealing brand advertisement. It was found that the 52% of respondent says that Coke advertisement is most appealing, 48% of respondent says Pepsi advertisement is most appealing one. The advertisement of Coke features Bollywood star like Aishyarwa Rai, Hritik Roshan, and Amir Khan who are highly acceptable by the public. The advertisement of Coke featuring Amir Khan with a punch line Thanda Matlab.Coca-Cola It was a super hit which took Coke not only to the rural markets but also overturned the market of Pepsi.

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Most appealing Brand advertisement

48% Coke 52% Pepsi

FIGURE NO-11

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12. Most appealing Brand Punch Line

Brand Coke Pepsi Total

No of Respondent 68 32 100 Table-12

Percentage (%) 68% 32% 100%

Analytical Interpretations:

The chart shows the opinion regarding the most effective punch line in respondent view. It was found that 68% of respondent feel that Coke punch line is most effective, 32% of respondent feels Pepsi Punch line is most effective, Major no. of people thinks that the most effective punch line is Thanda

Matalab.Coca-Cola and Punch Matlab Chota Coke, Then Ye pyass hai Badi and yeh dil mange more

Most appealing Brand Punch Line

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70 60 50 40 30 20 10 0 Coke Pepsi N of R o. espondent Percentag (% e )

FIGURE NO-12

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Opinion towards product, which is promoted by celebrity Q.13 you like the product which is promoted by the celebrity? Response Yes No Cant say Total No of Respondent 40 32 28 100 Table- 13 Percentage (%) 40% 32% 28% 100%

Analytical Interpretations: The group & table show that the people like the product of it promoted by a celebrity. It was found that 40% of respondent said that they the product because of the celebrity shown in the advertisement consuming it, 32% of respondent says No about the celebrity promotion, 28% respondent not in a position to say anything. In India people have a great craze for their favorite celebrities They have a lot of love for their favorite celebrities they want to imitate by doing what they do as shown in the advertisement.

Opinion towards product, which is promoted by celebrity

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28% 40% Yes No 32% Cant say

FIGURE NO-13

Opinion towards Pricing Strategy

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Q.14 Do you think that the pricing strategy adopted by coca cola company facilitate the consumer?

Response Yes No Can`t Say Total

No of Respondent 64 22 14 100 Table 14

Percentage (%) 64% 22% 14% 100%

Analytical Interpretations: The given table & diagram shows that how effective the companies facility the consumer. It was found 64% of respondent says yes. 22% of respondent says No and 14% respondent cant say anything. India is a mass market for the consumer product but at the same time it is also a very Price Sensitive Market. So with a small decrease in price results in a drastic increase in the demand. Since soft drink is a consumer product, the price has a great influence on the demand of the product.

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Opinion towards Pricing Strategy

14%

Yes 22% 64% No Can`t Say

FIGURE NO.- 14

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FINDING
1. Most of consumers prefer the soft drink.
2. Most of the consumer likes the cola flavor of coke brands.

3. Most of the consumers choose the popular branded cold- drinks. 4. Coke brand is highly preferable (58%) by the consumers. 5. Consumer is influenced by the flavor of the cold-drinks. 6. Coke marketing strategy is better than the Pepsi.

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RECOMMENDATIONS
Doing a survey on consumers market provided a lot of insight into the dynamics of the market place and with it valuable insights were also gained into the psyche of consumer . 1. To provide the proper information about the product to the customer. 2. Proper supply of the product to retailer shop because many consumer say that sometime they dont get the coke product from their retailer shop. 3. Company can improve their marketing strategy.

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LIMITATION OF RESEARCH
1. The area of study is limited to the merchandising and route productivity aspects of the system, while the marketing has other crucial areas too which were left uncharted

2. The study is limited to eastern region of coca cola which is a multinational company, so the area plays as a constraint in the study.

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

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

5. The success of any survey depends upon the quality and integrity of the surveyor who collect the basic data by expressing the subject under the study and on the respondents who provides the data required by filling up the questionnaire .The accuracy of the data collected solely depends upon the cooperation and truthfulness of the person who is being interviewed.

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constraints during the research.

QUESTIONNAIRE

Name of the Respondent:Address: Age group: (a) Below 15 (d) 25 35 Educational Background
(a) (b) (c) (d)

(b) 15 20 (e) 35 45

(c) 20 25 (f) Above 45

Metric & Below Intermediate Graduation Post Graduation

1. Do you take cold drink? (a) Yes (b) No

2. If yes how frequently? (Daily) (a) Less than 2 (b) 2 4 (c) More than 4

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3. Which flavour do you like most? (a) Cola (d) Lemon (b) (e) Citric Others. (c) Orange

4. Do you give importance to brand name while choosing your cold drink? (a) Yes (b) No (c) Cant Say

5. Which brand you prefer most? (a) Coke (b) Pepsi (c) Both

(d)

Others

6. You like the particular brand of cold drink because of? (a) Brand (b) Flavor (c) Advertisement

(d)

Chilled

7. In your opinion which brand of cold drink is most demanded or popular? (a) Coke (c) Pepsi (d) Others.

8. Which brand is more available in your retailers shops? (a) Cola (b) Pepsi (c) others.

9. Which brand of cold drink do you find most in your college canteen/colony/locality? (a) Coke Brand (b) Pepsi Brand
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10. In your opinion which soft drink is better taste? (I) In Cola Flavor (a) Coke (ii) In Citric Flavoured. (a)Sprite (iii) (a) (iv) In Orange flavored. Fanta (b) Miranda (c) Orange (d) Others. (b) Mountain Dew (c) 7`Up (c) Pepsi

In mango Flavoured. (a) Mazza (b) Slice (c) Others.

11. Why do you like your brand? (a) (d) Blend (b) Brand Image (c) Availability

Advertisement

12. Which brand advertisement appeals you most? (a) Coke (b) Pepsi (c) Others.

13. Most effective punch line in your opinion of? (a) Coke (c) Pepsi (b) (d) Thumps up Others.
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14. You like the product which is promoted by the celebrity? (a) Yes (b) No (c) Cant Say

15. Do you think that the pricing strategy adopted by the cola companies fascinate the consumer? (a) Yes (b) No (c) Cant Say

16.Any Suggestion: ... .......

Thank You, Signature

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BIBLIOGRAPHY
1.

Research Methodology, Kothari. C.R., Research Methodology Methods & Techniques, New-Delhi, Wishwa Prakashan, edition 2003.

2.

Multi Level & Direct Marketing, Branding, Kotler, Philip., Marketing Management, Delhi, Pearson Education (Singapore) Pvt. Ltd, 11th edition.

3.

Marketing Strategy, Varshney, R.L. & Bhattacharya, B., International Marketing Management, New-Delhi, Sultan Chand & Sons edition 2003.

4.

Company <http://www.coca-cola.com>

Profile,

Web-Site:-

www.coca-cola.com

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