A

Research Report
On
Marketing strategies of coca cola India ltd.


SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF DEGREE OF

MASTER OF BUSINESS ADMINISTRATION
(U.P.TECHNICAL UNIVERSITY, LUCKNOW)
(2011-12)





Submitted To: Submitted By:
Mr PRADEEP KUMAR NAME: SHANKI BANSAL
(Faculty Guide) Roll No: 1009770045
MBA 4
TH
SEM












GALGOTIAS COLLEGE OF ENGINEERING AND TECHNOLOGY
1, KNOWLEDGE PARK, PHASE II, GREATER NOIDA





CERTIFICATE

This is to certify that the research project entitled Marketing
strategies of coca cola India ltd. is the bonafide worked
carried out by SHANKI BANSAL (Roll No. 1009770045) is a
student of MBA IV semester of Galgotias College of Engg. & Tech.
during the year 2011-12, in partial fulfillment of the requirement of
MBA curriculum of Mahamaya. Technical University, Lucknow. And
that the project has not formed the basis for the award previously of
any degree, diploma or any other similar title.






PRADEEP KUMAR
(Faculty Guide)












ACKNOWLEDGEMENT

The project Marketing strategies of coca cola India has been conducted by me I have
completed this project, based on the Primary research, under the guidance of my faculty
guide. Mr. PRADEEP KUMAR

I owe enormous intellectual debt towards my guide who has augmented my knowledge in
the field of Marketing Research they have helped me learn about the process and giving me
valuable insight into the various MR practices

.I would like to thank all the respondents without whose cooperation my study would not
have been possible.

Last but not the least, I feel indebted to all those persons and organizations that have
provided helped directly or indirectly in successful completion of this study.










Date SHANKI BANSAL
R.NO-1009770045






STUDENTS DECLARATION

I hereby declare that research report entitled Marketing
strategies of coca cola India ltd.. submitted for the partial
fulfillment of the requirements for the award of Master of Business
Administration is the outcome of original study undertaken by me
and the has not formed the basis for the award of any degree,
diploma or any other similar title.







Date: (Name & Sign. Of Student)
Place:








TABLE OF CONTENTS
Preface
Acknowledgement
Introduction
Coca Colas Strategy to Reach Increased Number of Customers
Coca Cola India - Our Vision
Objectives of the Study
Research Methodology
Survey Terminology
Market Promotion Analysis
Findings & Analysis
Bibliography
Conclusion
Explanation
Limitations
Questionnaire


PREFACE

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 onto various highways.
Study the comparative adds promotion by Coke in respect to Pepsi.
Analysis regarding displays set up on the highways by the companies 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.





INDUSTRIAL PROFILE

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



COMPANY PROFILE

Keeping in view of tapping the Indian soft drink market and also developing soft drinks as
a drinking product among Indians. The Coca-Cola in India has setup an independent
organizations which is H.C.C & B.C.C with a capital of 350 U.S.$ each by virtue of sellout
decision of the passed managing director Sh. S. C. Aggarwal.

Hindustan Coca-Cola bottling (N-W) Pvt. Ltd. Najibabad took the complete possession of
this plant, land, machinery, & intellectuals on February 14 1998 and since then H.C.C,
looking after all its affairs under company owned bottling plant to establish integrated
marketing system in the area.

In 1999 the company opened up the new bottling plant at DASNA in Ghaziabad Distt. This
plant has more sophisticated equipments, then the plant at Najibabad.













CORE BRANDS IN INDIA









CORE BRANDS :

Coca-Cola: Developed in a brass pot in 1886, coca-cola is the most recognized and
admired trademark around the globe. Not to mention the
best selling soft drink in the world.
Sprite: In 1961, a citrus-flavored drink made its U.S debut, using Sprite Boy as
inspiration for its name. This elf with silver hair and a big smile was used in 1940s
advertising for Coca-Cola. Sprite is now the fastest growing major soft drink in U.S and
the worlds most popular lemon-lime soft drink.
Fanta : The name fanta was first registered as a trademark in Germany in 1941
,when it was used for a few year for a soft drink created from available materials and
flavors . The name was then revived in 1955 in Naples, Italy, when it was used for the:
fanta orange drink we know today. It is now the trademark name for a line of flavored
drinks around the world.
Diet coke: The extension of the coca-cola name began in 1982 with the introduction of
diet coke (also called coca-cola light in some countries). Diet coke quickly become the
number one selling low calorie soft drink in the world.



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

LIMCA: It is thirst-quenching beverage features a fresh and light lemon-lime taste and
lighthearted attitude. The limca brand was introduced in 1971 and acquired by the coca-
cola company in 1993.
MAAZA: Maaza, launched in 1984 and acquired by the coca-cola company in 1993, is a
non carbonated mango soft drink with a rich, 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.








BRAND IN INDIAN























ADVERTISEMENT
&
PUNCH LINE
OF COCA-COLA





















ADVERTISEMENT AND PUNCH LINE OF COCA-COLA

1936 - Its The Refreshing Thing To Do .

1942 - Its The Real Thing .

1943 - Global High Sign.

1959 - Be Really Refreshed.

1962 - Thing Go Better With Coke.

1969 - Its the Real Thing.

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

1976 - Coke Add Life .

1982 - Coke Is It .



1986 - Catch The Wave.



1989 - You Cant Beat the Feeling.

1993 - Always Coca-Cola

1998 - Eat Music, Sleep Music, And Drink
Only Coca-Cola.

1999 - Jo Chaho Ho Jaye Coca-Cola Enjoy.

2000 - I Want Hritik And I Want Coke.

2002 - Thanda Matlab Coca-Cola

2003 - Jiyo Thanda Piyo Thanda .

2008 - Aaaj Tu Jashan Manna Le


2012 - Open Happiness











FABULOUS FACTS
ABOUT COCA-COLA










ABOUT COCA-COLA

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

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

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

4. Coca-cola is one of the worlds most recognizable trademarks recognized in
countries that account for 98 percent of the worlds population.



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

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

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

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













HISTORY
OF
COCA-COLA







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











HISTORY IN INDIA






HISTORY IN INDIA

The coca-cola company reintroduced coca-cola in India on October 23, 1993, after an
absence of 16 years.
The coca-cola company received approval from the government in July 1996 to set up a
holding company to invest US $ 700 million in downstream operation of beverages
In July 1997 the holding company was permitted by the government to
operationally its bottling subsidiaries.
The bottling subsidiary currently owns and operates twenty-six bottling plants and
sixty distribution centers across India. In addition, it uses 20 contract packers to augment its
production capacity and cater to the increasing demand for its wide portfolio of beverage.













PROMISE BY COCA-COLA










THE COCA-COLA PROMISE
The coca-cola company exists to benefits and refresh every one it touches. The basic
proposition of our business is simple, solid and timeless when we bring refreshment , value
, joy and fun to our stakeholders then we successfully nurture and protect our brand ,
particularly coca-cola . that is the key to fulfilling our ultimate obligation to provide
consistently attractive to the owner so four business.
More then a billion times every day , thirsty people around the world reach for coca-cola
products for refreshment. They deserve the highest
Quality every time . our promise to deliver that quality is the most important promise we
make . and it involves a world-wide , yet distinctively local , network of bottling partner ,
supplier , distributor and retailers whose success is paramount to our own. Our investment
in local communities in over 200 countries totals billions of dollars in jobs, facilities ,
marketing, the purchase of local good and services, and local business partnership. Always
and every where , we pursue continuous innovation in the products we offer the processes
we use to make them, the package we develop and the way we bring them to market .












YOUR HEALTH & OUR BEVERAGES








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

HEALTH AND OUR BEVERAGES --- THE FACTS
Soft drinks do not contribute to diabetes.
The caffeine and phosphoric acid in soft drinks does not affect bone health
The sugar in soft drinks does not cause children to be hyperactive.
The consumption of soft drinks has not affected calcium consumption.
Sugar consumption has not been shown to cause obesity.
The amount of sugar and calories in soft drinks is about the same as many fruit
juices







COCA-COLA INDIA-OUR VISION
Provide exceptional strategic leadership on the Coca-Cola India system, resulting in
customer preference and loyalty, through Coca-Colas commitment to them and in a highly
profitable Coca-Cola corporate branded beverages system.
THE COCA-COLA-MISSION
THE BEST GLOBAL COMPANY
The mission of Coca-Cola Co. is to increase shareowner value over time. The Co.
accomplishes the mission by working with its business partners to deliver satisfaction and
values to its customers, through world wide system of superior brands and services, thus
increasing brand equity on a global basis, create consumer products, services and
communications, customer service and bottling strategies, process and tools in order to
create competitive advantage and deliver superior value.

















STRATEGIES ADOPTED
BY COCA-COLA




















COCA COLAS
GLOBALIZATION STRATEGIES


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


SOFT DRINK PENETRATION IN THE UK
VIS-A-VIS INDIA
CSDpenetration in Britain, a nation of 58 million, is almost 100 percent . there is nowhere
that marketers can go with their cans. Compare this to India , an emerging market of 1
billion people where penetration at national level is 13% . in rural India, it is less than 5%.


The per capita consumption of soft drinks (calculated as litres of soft drink per head per
year) in the UK is 203 while in India it has moved to nearly 7 from less than 1 pre-1990.
there is plenty of room still for an upsurge since this level is lower than other emerging
economies in South Asia, such as Pakistan at 19, Srilanka at 23, the Philippnes at 175 and
Thailand at 100.

AFFORDABILITY: A KEY ISSUE IN INDIA
Affordability is the primary reason behind the low penetration of CSDs in India. They
attract high taxes, being treated as luxury goods by the Indian government. This makes
them one of the most expensive impulse foods for single serve consumption vis--vis others
in the same category like chocolates, biscuits, ice-creams and wafers, all of which have a
much lower entry price point. This makes CSDs unaffordable to a vast majority of Indian
consumers, a country with per capita income of
$300
This apart, CSD consumption is extremely seasonal, skewed to summer and mainly outside
the home. Since a large proportion of women are confined to home, soft drink penetration
among women is much lower also , India with long spells of scorching heat has problems
with cooling infrastructure. fast moving consumer goods outlets in India, soft drink outlets
make up less than one third, many of whom dont own electrical cooling equipment.


MORE FIZZ IN INDIA THAN IN THE UK


The low penetration of CSDs in India presents a huge opportunity for Coca-Cola and Pepsi
(these are the only two beverage companies in India) to grow the category. Coke , for
certain ,is pushing the brand in emerging markets like India and China rather than in mature
markets like the UK. For instance in India, both are focused on extending distribution into
rural regions. This explains why they spent millions of rupees introducing smaller packs,
200ml bottles, at a cheaper price. Developing low cost home packs and creating numerous
occasions to drink CSDs are also part of the new strategy.
CSD GROWTH CHART: INDIA
The soft drinks market in India has registered significant growth rates after the liberazation
of the economy in the early 90s . this phase of liberalization brought PepsiCo to Indias
shores in the 1989 and Coca-Cola for the second time in 1993. (it had exited from the
country in 1977 when the then socialist government obliged foreign companies to shed
majority stakes in favour of growth , in healthy double digits , through the first half of the
90s but has declined to single digit level in the last few years. This is due to three reasons:
the general economic slowdown, frequent price increases in the last 3 years and the
emergence of cheaper alternatives such as powdered concentrates and bottled water.

COKE& PEPSI IN INDIA: A BRUISING COLA WAR
Coke and Pepsi together spend 40 million pounds annually in outdoing one another. Even
though the potential of carbonated drink is enormous in India, coke is not banking on CSDs
alone to fuel growth. A lessonwell learn from developed markets like the UK. It has entered
new areas like kinley water , Georgia tea and coffee and its Sun fill dilutable drink. These


are its biggest growth engines in India at the moment. In fact, from single-serve water
bottles, Coke has now moved into the 20-litre home packs, which has given it substantial
market share. It is number two in the water business next only to the home-grown Bisleri.

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

















RESEARCH METHODOLOGY


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. I covered the distribution area under
highways at Lucknow, Nawab Ganj and little area of Kanpur.
region. Under the supervision I got number of relevant data from on spot inspection and
personal observation.




METHODS OF DATA COLLECTION:

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

1.) MARKETING RESEARCH OBJECTIVES:
a.) To undertake a market study to know the Coca-Cola promotion
on the highways.
b.) Comparative sales promotion (accessories) analysis with regard
to Pepsi and Coca-Cola.

2. TYPE OF STUDY : EXPLORATORY
3. RESEARCH AREA : LUCKNOW



4 SOURCE OF INFORMATION : (PRIMARY)

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 :
(SURVEY SHEET)
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 Survey Sheets
In this method I got the prepared sheets from the company comprising of relevant questions
related with my project. Then I contacted respondents on their shops along with the sheets
for collecting the information.


6.) RESEARCH APPROACH: (SURVEY METHOD)




7.) SAMPLING PLAN:

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

a). TARGET POPULATION:

the population of the study consisted of retailers and dealers. Target population was taken
from the city of Lucknow.








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.
Shops pursuing promotional tools (both dealers and retailers) in Lucknow city.

c). SAMPLE SIZE:

a total of 200 shops were observed from the Lucknow city.

d). SAMPLING METHOD: Purposive Sampling




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


























INDIA DIVISION
COCA-COLA
INCORPORATION
(CONCENTRATE)
BOTTLING (HCCBPL)
HINDUSTAN COCA-
COLA
BEVERAGES Pvt Ltd.
HINDUSTAN COCA-
COLA
MARKETING Pvt Ltd.
ONLY IN METRO CITY
DELHI ,MUMBAI,
KOLCUTTA,CHENNAI
(COCA-COLA INDIA
HEAD OFFICE)


Personal Manager
HR Executive
MARKETING MANAGER

ORGANISTION STRUCTURE


Department Sales

Business Unit head

Market Unit Head


Unit Head

Territory Development Manager

Accounts Development Coordinator

Customer Executives

Department Personal



DepartmentMarketing
Coordinator

Department Finance
Unit Finance Controller
Financial services manager














MARKETING MIX







MARKETING MIX & STRATEGY


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. 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.



OUR BRANDS

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



COCA-COLA :


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



DIET COKE


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


FANTA:



The Coca-Cola Co. acquired a favorite in Europe since the 1940s, Fanta in 1960. Fanta
Orange is the core flavor, representing about 70% of sales, but other citrus and fruit
flavors have their own solid fan base.
Consumers around the world, particularly teens, fondly associate FANTA with
happiness and special times with friends and family. This positive imagery is driven by
the brands fun, playful personality, which goes hand in hand with the bright color
(particularly orange), bold fruit taste, and tingly carbonation. Fanta sells best in Brazil,
Germany, Spain, Japan, Italy and Argentina. Fanta distribution was increased in the
U.S. in 2001 with the return of four flavor : Orange, strawberry, pineapple and grape.
Orange, the biggest seller, is now available in most of the country.






LIMCA:

Light and Lemony

This thirst quenching beverage features a fresh, light lemon-lime taste and fun-loving
attitude. Its a homegrown, national treasure in India, where the Coca-Cola Co. acquired
it in 1993. the products invigoration taste and cloudy look havent changed, but the
brand has been revitalized with a new marketing campaign. Limca continues to build a
loyal following among young adults who love the lighthearted way it compliments the
best moments of their lives. Its also become a hit in many Persian Gulf countries. Grab
a Limca and go.


MAAZA:

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



SPRITE:

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



THUMPS UP:

Strong Cola Taste, exciting personality:
Thumps Up is the leading carbonated soft drink and most trusted brand in India,
originally introduced in 1977, it was acquired by the Coca-Cola Co. in 1993. it is
known for its strong, fizzy taste and its confident, mature and uniquely masculine
attitude. This brand clearly seeks to separate the men from the boys.
0


COMMITMENT TOWARDS INDIAN BRANDS

Coca-Cola India (CCI ) has implemented aggressive strategies for all the five brands
acquired from Parle. The strategies adopted are in concern with the long term plans of
Coca-Cola India. The Coca-Cola Co. is the 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%.Thumps-Up recorded a phenomenal growth of 54% in the Mumbai
market in March 1997, the first month of the launch of the new logo. The new logo that has


a strong streak of blue speed lines adding a powerful element of speed and adventure was
featured on 500ml refillable thunder Pack bottles. Research conducted by research
International in Mumbai showed that 84% of Thumps-Up consumers preferred the new
logo to the old one.







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, behavior
$preference towards Coca-Cola. The main theme of this slogan is to make the brand
common for every person and at every time.











THUMPS UP:
taste the thunder

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

SPRITE:
dekhave pe na jao apni akal lagao

The creative advertisement refers that 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 this truth Coca-Cola made its product Limca, to follow the principle of lemon.
To refers that if someone is in the depth of stress and strain and he want to refresh himself,
he must go on lemon flavor, Limca is the best.


COCA-COLA INDIA-OUR VISION

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








THE COCA-COLA MISSION

THE BEST GLOBAL COMPANY

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


HIGHWAY ANALYSIS

An indigenous effort on the behalf of the surveyor in order to be very cautious while
collection of the raw data that is of primary nature of promotion at highways.
This highway is a part of the study undertaken on the behalf of the Coca-Cola Co. in
order to help it design out its next coming years marketing and advertising are
performed in order to capture the psychological attention of the passed by in order to
refresh them.


The study is thereby based on the primary data collected at various refreshing outlets
being covered on the major highways of Lucknow and Kanpur region. It is basically a
comparative study between the two major Colagiants-PEPSI and Coke.
The two major routes being covered during my survey on the project are:
KANPUR
LUCKNOW

SURVEY TERMINOGY

(1) SHOP NAME : Name of the Outlet.
(2) AREA : Route break- through being covered.(Market Area Studied)
(3) GSB : Glow Sign Board.
(4)DPS : Dealer Printed Sign Board.
(5) COUNTERS : Metallic/Wooden Counters With Companys Printing.
(6) TABLE-CHAIR : Molded Furniture along Umbrellas various restaurants.
(7) WALL-PAINTING: Outlet containing Co. painting on the wall for
promotion.
(8) SGA : Sales Generating Assets.*Refrigerator. * Ice
Boxes
(9) RACK : Various types of racks holding the display of
the companys product.



MARKET PROMOTION ANALYSIS

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

The distributing unit covers the over all supply to the market with his efficient sales force
in application. The unit here has a daily requirement of 550 carets of 200ml &300mlof
Coke, ThumpsUp, Fanta, Limca and Sprite. Whereas the pet consumption is concerned the
scenario is:-

500 ml 65 packs.
2 ltr. - 30 packs.
1ltr. - 70 packs (Kinley- Distilled Water)

# LIMCA being the most demanded range of soft drink.






TABLE-1
Various consolidated figures representing the share of both COCA-COLA and PEPSI on
Lucknow to Kanpur Highway.
CATEGORY COCA-COLA PEPSI
GSB 8 20
DPS 7 18
COUNTER 9 23
TABLE-CHAIR &
UMBRELLA
2 7
WALL PAINTING 13 35
SGA 35 43
RACK 18 24

Total Number of outlets: 71
Major Areas covered under Area:
Vikash Nager Road (market).
Aliganj.
Kapur Thala Crossing.
Hajrat Ganj.
.Char Baag
Alem Baag.
Navab Ganj.
Kanpur.


TABLE-II

Similar consolidated data in respect of the market share of both COCA-COLA and PEPSI
on Alem Baag (Bus Stop) to.Kanpur
CATEGORY COCA-COLA PEPSI
GSB 83 67
DPS 23 15
COUNTER 39 42
TABLE-CHAIR &
UMBRELLA
11 6
WALL PAINTING 59 41
SGA 64 53
RACK 73 61

Total Number of outlets : 121
Major Areas covered under this Highway:
Manak Nagar.
Amoshi Air Port.
Sanik Nager.
Kushumbhi.
Uanow.
Kanpur.






:






FINDINGS & ANALYSIS







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






COCA-COLA 83

PEPSI 67






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







COCA-COLA 23


PEPSI 15






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.







COCA-COLA 39


PEPSI 42







TABLE- CHAIR- UMBRELLA:-


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






COCA-COLA 11
PEPSI 6



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 59


PEPSI 41







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 64


PEPSI 53







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 73


PEPSI 61





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

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


which, when will managed and served, will return a handsome lifetime income stream to
Co.

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



TABLE-III

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

CATEGORY
COCA-COLA PEPSI NONE
GSB 39 15 4
DPS 31 9 18
COUNTER 28 27 3
TABLE-CHAIR &
UMBRELLA
9 5 44
WALL PAINTING 31 17 10
SGA 29 26 3
RACK 27 29 2


Total Number of Outlets: 58
Major Market Area Covered on the Highway:
Wave Theatre.
Govindpuri.
Rajchopla
Uanow.



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

DEALER PRINTED SIGN BOARD:-
Many of the outlets were provided the DPSs while the market promotional activities had
been conducted. Pepsi though behind Coca-Cola in this category had not lead down much
emphasis on it. Usually found at bigger outlets that do bulk stocking of the product as the
companys advertising is being featured on it .

0
10
20
30
40
COCA-
COLA
PEPSI NONE
GSB
0
10
20
30
40
COCA-
COLA
PEPSI NONE
DPS


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

TABLE- CHAIR-UMBRELLA :-
In the market of Hajrat Ganj Market theres a limited scope for these accessories as they
are found mostly at open air restaurants having large premises. The restaurants here are not
much sophisticated with gardens or compounds having place to put in Umbrellas, etc. also a
major share of the market is left untouched by such provisions that may flourish in near
future.

0
5
10
15
20
25
30
COCA-
COLA
PEPSI NONE
COUNTER
0
10
20
30
40
50
COCA-
COLA
PEPSI NONE
TABLE-CHAIR &
UMBRELLA


WALL-PAINTING:-

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

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

0
10
20
30
40
COCA-
COLA
PEPSI NONE
WALL PAINTING
0
10
20
30
COCA-
COLA
PEPSI NONE
SGA


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


.









0
10
20
30
COCA-
COLA
PEPSI NONE
RACK


EXPLANATION

1) GSB- GLOW SING BOARD:
It is a display board or hoarding bearing the promotional advertisement of the respective
product of the company. The companies for their product promotion and sales enhancement
usually provide them.

2) DPS-DEALER PRINTED SIGN BOARD :

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

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



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

4) TABLE- CHAIR- UMBRELLA:

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

5) WALL PAINTINGS:

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

6) SGA-SALES GENERATING ASSET:

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


7) RACKS:

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

Market

Retailers

Consumers




LIMITATIONS


The HIGHWAY SURVEY being conducted as the project work under Hindustan Coca-
Cola Beverages Pvt. 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 survey sheet being designed had a limited scope of primary data
coverage only. It did not take into consideration the other availability of
supply and Co ground on which it decided upon the provision of
distribution of the promotional accessories.

4 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





CONCLUSION

2) 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.
3) The endless demand of visicoolers in order to store large quantity of stock as a part
of marketing and distribution promotional function of the company is studied
therein.
4) 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.
5) 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.
6) Timely check up of the proper usage of the Cos assets (SGA) being made as well
as their malfunctioning is rectified.
7) 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.
8) 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
9) Pepsis regular stockholders be traced and break up by providing motivational
introductory offers enhancing the market capture.



10) 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.

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

The complaints of the retailers be studied and paid attention of the highest degree to ensure
better market capturing.














BIBLIOGRAPHY

BOOKS
Kothari Philip, Marketing Management, Prentice Hall India, New Delhi.
Kothari C.R, Research Methodology, Wishwa Prakashan, New Delhi.

NEWSPAPERS
The Times of India
Business Times
Economic Times

WEBSITES
www.cocacola.com.
www.google.com
www.coca-colaindia.com










QUESTIONNARE

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

1 . Type of Channel:-
(a) Eatery (b) Grocery (c) Convenience (d) Institute (e) Other
2. Infrastructure of retail outlet :-
(A) Pepsi Coca-Cola
(a) Empty (i) (i)

(b) Vision/oye (ii) (ii)

(c ) Ice box (iii) (iii)

(d) Signage (iv) (iv)

3.Pack availability of a daily average sale :-
(B) Pepsi Coca-Cola

(a) 200ml (i) (i)

(b) 300ml (ii) (ii)

(c) 500ml (iii) (iii)

(d) 2000ml (iv) (iv)

(e) Aquafina/Kinley (v) (v)


4.
Facilities Preovided by company:

(c) Facilities Pepsi coca-Cola

(a) Cash Discount (i) (i)
(b) Credit (ii) (ii)
(c) Empty loan (iii) (iii)
(d) Other (iv) (iv)
5. Types of Status:
(a) Pepsi monopoly (b) Coca-Cola monopoly
(c) Mix
5. Which company product you sell more?
(a) Pepsi (b) Coca-C0la (c) Both
6. Why you prefer Pepsi /Coke or mix (please. Rank it):
(a) Consumer demand
(b) Service
(c) Scheme
(d) Personal relationship with company employee
(e) Facility provided by the company
(f) Relation with root agent
(g) Company staff frequently visit



7. Retailer satisfaction regarding service:
(i) which company provide better delivery
a) Pepsi (b) Coke (c) Both (d) None
(ii) which company vehicle arrives on time:
(a) Pepsi (b) Coke (c) Both (d) None
(iii) which company provides better service in emergency
(a) Pepsi (b) Coke (c) Both (d) None
(iv) which companys vehicle is more regular in visit:
(a) Pepsi (b) Coke (c) Both (d) None
8. Retailer satisfaction equipment:
(i) which company provides better scheme (visi/oye)
(a) Pepsi (b) Coke (c) Both (d) None
(ii) Which company provides better scheme for ice box:
(a) Pepsi (b) Coke (c) Both (d) None
9. Retailer satisfaction scheme:
(i) Which company comes out with good schemes:
(a) Pepsi (b) Coke (c) Both (d) None
(ii) Which company executes his marketing scheme:
(a) Pepsi (b) Coke (c) Both (d) None
(iii) Which company provides better option for marketing scheme:
(a) Pepsi (b) Coke (c) Both (d) none


(iv) Which company offers other more trade scheme:
(a) Pepsi (b) Coke (c) Both (d) None
(v) Which company offers more value trade scheme:
(a) Pepsi (b) Coke (c) Both (d) None
10. Regular satisfaction relationship:
(i) Which company route agent behaves more supportively and
professionally:
(a) Pepsi (b) Coke (c) Both (d) None
(ii) Which company official visits more frequently:
(a) Pepsi (b) Coke (c) Both (d) None
(iii) Which company officer provide better solutions:
(a) Pepsi (b) Coke (c) Both (d) None
11. Problem (if any):
12. Suggestion (if any) :