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SUMMER TRAINING PROJECT REPORT

ON

The impact of Distribution & supply focus with


E&D Outlets

Submitted for the partial fulfillment for the award of Degree of

Master of Business Administration


BY
GAURAV RAI
MBA II YEAR (Marketing)
ROLL NO- 14001128018

Under the guidance of


MR. RAM SINGH
MS.KAVITA YADAV

DEPARTMENT OF BUSINESS ADMINISTRETION


UNIVERSITY OF LUCKNOW

D E C LAR AT I O N

I, the undersigned, hereby declare that the Project Report entitled THE IMPACT OF
DISTRIBUTION & SUPPLY FOCUS WITH E&D OUTLETS
OUTLETS written

and submitted by me to

the DEPARTMET OF BUSINESS ADMINISTRETION LU, Lucknow in partial


fulfillment of the requirements for the award of degree of Master of Business
Administration under the guidance of MR. RAM SINGH and MS.KAVITA YADAV
is my original work and the conclusions drawn therein are based on the material
collected by myself.
Place : Lucknow

(Name)

Date:

GAURAV RAI

ACKNOWLEDGEMENT

We think if any of us honestly reflects on who we are, how we got here, what
we think we might do well, and so forth, we discover a debt to others that spans
written history. The work of HOD and all the faculties members of the
Department OF Business Administration, University of Lucknow to take
interest and guide me for this research report. We believe it's appropriate to
acknowledge all of these unknown persons; but it is also necessary to
acknowledge those people we know have directly shaped our lives and our
work.
I am also thankful to MS. RAM SINGH, (STL, HINDUSTAN COCACOLA
VARANASI), and Ms. KAVITA YADAV (MD) and his all team Coca Cola,
Varanasi, who helped me during this training period.
At last, I would like to thank My God, My Parents and my friends for all the
support and blessings that was required for completion of this project.

Gaurav Rai
Master Of Business Administration
(2013-15)

TABLE OF CONTENTS
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Executive summary
Preface
Objective of the project
Chapter 1: Introduction
1.1Hindustan Coca Cola Pvt. Ltd
1.2 Soft Drink Market in India
1.3 Products of Coca Cola
1.3 Significance of the Study
Chapter 2: Review of the Literature
2.1Review of researchers
2.2 Some important Literature Reviews
Chapter 3: Research Methods and Procedures
3.1 Purpose of the Study
3.2 Research Design
3.3 Research Questions
3.4 Data Collection
3.5 Instruments used
3.6 Procedures
3.7 Limitations
Chapter 4: Data Analysis and Findings
4.1Review of Methodology
4.2 Results of Research Questions
4.3 Summary of the Findings
Chapter 5: Suggestions & Conclusions
5.1 Suggestions
5.2 conclusions

Bibliography
Annexure

EXECUTIVE SUMMARY
As I have chosen the title THE IMPACT OF DISTRIBUTION &
SUPPLY FOCUS WITH E&D OUTLETS
OUTLETS

In this I have to analyze the

comparative sale, awareness of brands and brands loyalty of customers, their


thinking about Soft drink products. Which are the products they often buy? Why
they buy a particular company products. Which company is the most favorite
among them.
Customers are major source of earning for the company. So it is
necessary to know about their need and how can we give them Value Of Money.
So I am trying to know what product they like to buy more often. By knowing all
these we can increase footfall and will also help in enhancing the sale. There are
some products which are bought always they are non-seasonal. Therefore by this
project I want to gain reasoning about every pros and cons related with Soft drink
products. And would like to raise the satisfaction level of both Retailers and
customers.

PREFACE
A project is a scientific and systematic study of real issues on a problem with the
application of management concept and skills. The study can deal with small or big
issues in any division of an organization. It can be case study where a problem has
been dealt with, through the process of management. The essential equipment of a
project is that, it should contain scientific collection of data, analysis and
interpretation of data leading to valid conclusion.
Summer Training is an essential part in MBA curriculum. It enables the student to
share the real experience in industry. My summer training has placed in
HINDUSTAN COCO COLA, VARANASI for the period of Eight weeks in
VARANASI, U.P.
The topic of my project was THE IMPACT OF DISTRIBUTION

&SUPPLY FOCUS WITH E&D OUTLETS My training at Coca Cola


had been learning and wonderful experience constantly adding to my knowledge. I
had got the opportunity of getting practical insight into the business world, which
enables me to supplement the principles of management with critical working of
this well established, esteemed and leading organization. I have also learned how to
ameliorate my theoretical knowledge into practical aspects.
I have tried to put my utmost and best effort to make this project a learning and
really useful to company.

OBJECTIVES OF THE PROJECT

PRIMARY
To have a brief study of different COKE Products in E&D outlets, about its
availability and its position in the market in comparison of other soft drinks in
the market.
SECONDARY
Understanding of the company and its products.
A detailed analysis of competitors products
Understanding of the different channel of distribution.
To know the competitors market share, strategies and their price plans
and do a comparative analysis of the same.
To determine the awareness level of retailers and customers about all
COCA COLA products and their satisfaction level on the usage of the
same.
A complete overview of the market in VARANASI region on the sale and
performance of COCO COLA and competitors products.
To identify the loopholes of COCO COLA which are to be strengthened.

Chapter-1

INTRODUCTION TO SOFT DRINK INDUSTRY


The main production of soft drink was stored in 1830s & since then from those
experimental beginning there was an evolution until in 1781, when the worlds
first cola flavored beverage was introduced.
These drinks were called soft drinks, only to separate them from hard alcoholic
drinks. This drinks do not contains alcohol & broadly specifying this beverages,
includes a variety of regulated carbonated soft drinks, diet & caffeine free
drinks, bottled water juices, juice drinks, sport drinks & even ready to drink
tea/coffee packs. So we can say that soft drinks mean carbonated drinks. Today,
soft drink is more favorite refreshment drink than tea, coffee, juice etc. It is said
that where there is a consumer, there is a producer & this result into completion.
Bigger the player, the harder it plays. In such situation broad identity is very
strong. It takes long time to make broad famous.
Coca Cola has its beginning in 1981 & since then has been one of the three
most dominate players in this soft drink industry.
1798 The term "soda water" first coined.
1810 First U.S. patent issued for the manufacture of imitation mineral waters.
1819 The "soda fountain" patented by Samuel Fahnestock.
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1835 The first bottled soda water in the U.S.


1850 A manual hand & foot operated filling & corking device, first used for bottling soda
water.
1851 Ginger ale created in Ireland.
1861 The term "pop" first coined.
1874 The first ice-cream soda sold.
1876 Root beer mass produced for public sale.
1881 The first cola-flavored beverage introduced.
1885 Charles Aderton invented "Dr Pepper" in Waco, Texas.
1886 Dr. John S. Pemberton invented "Coca-Cola" in Atlanta, Georgia.
1892 William Painter invented the crown bottle cap.
1898 "Pepsi-Cola" is invented by Caleb Bradham.
1899 The first patent issued for a glass blowing machine, used to produce glass bottles.
1913 Gas motored trucks replaced horse drawn carriages as delivery vehicles.
1919 The American Bottlers of Carbonated Beverages formed.
1920 The U.S. Census reported that more than 5,000 bottlers now exist.
Early 1920's The first automatic vending machines dispensed sodas into cups.
1923 Six-pack soft drink cartons called "Hom-Paks" created.

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1929 The Howdy Company debuted its new drink "Bib-Label Lithiated Lemon-Lime Sodas"
later called "7 up". Invented by Charles Leiper Grigg.
1934 Applied color labels first used on soft drink bottles, the coloring was baked on the face
of the bottle.
1952 The first diet soft drink sold called the "No-Cal Beverage" a gingerale sold by Kirsch.
1957 The first aluminum cans used.
1959 The first diet cola sold.
1965 Soft drinks in cans dispensed from vending machines.
1966 The American Bottlers of Carbonated Beverages renamed The National Soft Drink
Association.
1970 Plastic bottles are used for soft drinks.
1973 The PET (Polyethylene Terephthalate) bottle created.
1974 The stay-on tab invented. Introduced by the Falls City Brewing Company of Louisville,
KY.
1979 Mello Yello soft drink is introduced by the Coca Cola Company as competition against
Mountain Dew.
1981 The "talking" vending machine invented.

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RAW MATERIAL USED IN SOFT DRINKS


There are different types of raw materials used in different soft drinks. Most of the raw
materials are as under:
1. Water:
The simple sweetened soft drink contains about 90% of water, while in diet drinks; it
contains 95% of water.
2. Flavour:
Flavour is of great importance in soft drink. Even water from different places has different
taste. The flavour for taste added can be natural or artificial, acidic, caffeine.
3. Artificial Flavour:
These are the flavours manufactured from natural extracts; this is used to give greater choice,
in taste to consumers.
4. Acids:
Acids like citric acid & phosphoric acid are added to give refreshing tartness or bite & help
in preserving the quality of a drink.
5. Natural Flavours:
These are the flavours, which are extracted from fruits, vegetables, nuts, barks, leaves etc. in
soft drink containing natural flavours & fruit juice.
6. Caffeine:
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Caffeine has special kind of taste makes the taste of soft drink a royal one. Caffeine was
added to soft drink from its introduction to a commercial market but now caffeine free soft
drinks are also available. Its quality is than compared with same amount of coffee.
7. Carbon Dioxide:
Carbon Dioxide is a colorless & smell less gas, which is added to cold drink to get bubble &
it also help in keeping drink strong & fresh.
8. Colour:
Along with taste of soft drink is also of very important, the company tries to maintain both
taste & colour of the soft drink every where in the world.
9. Sugar:
Sugar syrup is added to the drink at around 75 degree C0 to the pure drinking water,
this is to make soft drink taste sweet. Even artificial sweetness is also used.

DISTRIBUTION OF SOFT DRINKS


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The soft drinks can be distributed on the basis of two concepts.


1. Distribution according to taste.
2. Distribution according to consumption.
1. Distribution according to taste:
The soft drinks can be distributed in Cola & non cola
taste. Non cola taste consist of drink of orange, lime, mango etc. & lime taste
can further divided in to cloudy lime & clear lime.
The pie diagram shows the market captured by different taste. Orange
taste market is occupied by brands like Fanta, Mirinda Orange & Crush. Mango
taste market occupied by brands like Slice, Maaza, Mangola. Cloudy lime taste
is occupied by brands like Limca, Mirinda Lime etc.
Clear lime taste is occupied by 7 UP, Sprite, Canada Dry etc. This is basically
produced in green bottle as sunlight spoils the taste of the drinks; its colour is
transparent like water.
2. Distribution according to the consumption:
80% of soft drinks are consumed on the spot, where it is
sold at place like cinemas, railway stations etc. Other 20% of the market of soft
drink is consumed at home or other places.

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CONSUMPTION OF SOFT DRINKS IN INDIA


India is one of the lowest soft drink consuming countries in the world.
According to per capita in India is 5 bottles per year, while highest consumption
in USA of 800 bottles per year.
Lower, Lower middle & upper middle class consume 91% of soft drink market.

Brands

Rs. (Crore)

Thums Up

1740

Coke

1350

Limca

1030

Fanta

600

Kinley

540

Sprite

400

Maaza

350

7 UP

250

Mirinda

210

Pepsi

127

DISTRIBUTION UNDER MALE AND FEMALE


CATEGORY
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Brands

Rs. (Crore)

Thums Up

1740

Coke

1350

Limca

1030

Fanta

600

Kinley

540

Sprite

400

Maaza

350

7 UP

250

Mirinda

210

Pepsi

127

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GROWTH AND SIZE OF MARKET

Year

No of Bottles produced (million)

1989

1968

1990

2070

1991

2195

1992

2490

1993

2800

1994

3000

1995

3240

1996

4000

1997

4450

1998

4920

1999

5670

2000

6480

2001

7000

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The consumption diagram graph of soft drink has never, decrease. If once, it has
increased. It is increasing at 24 25% per year.
Even in India the market is constantly growing in 1993, the people of
India consume only 0.7 lt/head, while in 1995 it increased from 0.7 to 0.93
lt/head, in 1997 it was 1.14 lt/head & in 2001 it was 1.62 lt/head.

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MARKET SHARE IN INDIA


The two global majors Pepsi & Coca Cola dominate the soft drink industry
market.
Coca Cola, which had winded up its business from India during the
introduction of IERA regime reentered in India after 16 years letter in 1993.
Coca Cola has acquired a major soft drink market by buying out local brands
like Thums up, Limca & Gold Spot from Parle Beverages.
Pepsi although started a couple of years before Coca Cola in 1991, right now
it has lower market share. It has brought over Mumbai based Dukes range of
soft drinks.
Both Cola manufactures Pepsi & Coca Cola come up with their own market
share & claim to have increased their share.
Brand Name

Market Share (org figure)

Market Share (IMRB)

Pepsi

41

49

Coca Cola

57

48

Other Brands

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INDUSTRY PROFILE

A BRIEF INSIGHT - THE FMCG INDUSTRY IN INDIA


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Fast Moving Consumer Goods (FMCG), also known as Consumer


Packaged Goods (CPG) are products that have a quick turnover and relatively
low cost. Consumers generally put less thought into the purchase of FMCG than
they do for other products. The Indian FMCG industry witnessed significant
changes through the 1990s. Many players had been facing severe problems on
account of increased competition from small and regional players and from
slow growth across its various product categories. As a result, most of the
companies were forced to revamp their product, marketing, distribution and
customer service strategies to strengthen their position in the market.
By the turn of the 20th century, the face of the Indian FMCG industry
had changed significantly. With the liberalization and growth of the Indian
economy, the Indian customer witnessed an increasing exposure to new
domestic and foreign products through different media, such as television and
the Internet. Apart from this, social changes such as increase in the number of
nuclear families and the growing number of working couples resulting in
increased spending power also contributed to the increase in the Indian
consumers' personal consumption. The realization of the customer's growing
awareness and the need to meet changing requirements and preferences on
account of changing lifestyles required the FMCG producing companies to
formulate customer-centric strategies. These changes had a positive impact,
leading to the rapid growth in the FMCG industry. Increased availability of
retail space, rapid urbanization, and qualified manpower also boosted the
growth of the organized retailing sector.
HLL led the way in revolutionizing the product, market, distribution and service
formats of the FMCG industry by focusing on rural markets, direct distribution,
creating new product, distribution and service formats. The FMCG sector also
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received a boost by government led initiatives in the 2003 budget such as the
setting up of excise free zones in various parts of the country that witnessed
firms moving away from outsourcing to manufacturing by investing in the
zones.
Though the absolute profit made on FMCG products is relatively small, they
generally sell in large numbers and so the cumulative profit on such products
can be large. Unlike some industries, such as automobiles, computers, and
airlines, FMCG does not suffer from mass layoffs every time the economy
starts to dip. A person may put off buying a car but he will not put off having
his dinner. Unlike other economy sectors, FMCG share float in a steady manner
irrespective of global market dip, because they generally satisfy rather
fundamental, as opposed to luxurious needs. The FMCG sector, which is
growing at the rate of 9% is the fourth largest sector in the Indian Economy
and is worth Rs.93000 cr. The main contributor, making up 32% of the sector, is
the South Indian region. It is predicted that in the year 2010, the FMCG sector
will be worth Rs.143000 cr. The sector being one of the biggest sectors of the
Indian Economy provides up to 4 million jobs. (Source: HCCBPL, Monthly
Circular)

A BRIEF INSIGHT - BEVERAGE INDUSTRY IN INDIA

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In India, beverages form an important part of the lives of people. It is an industry, in which
the players constantly innovate, in order to come up with better products to gain more
consumers and satisfy the existing consumers.
The beverage industry is vast and there various ways of segmenting it, so as to cater the right
product to the right person. The different ways of segmenting it are as follows:

Alcoholic, non-alcoholic and sports beverages.


Natural and Synthetic beverages.
In-home consumption and out of home on premises consumption.
Age wise segmentation i.e. beverages for kids, for adults and for senior citizens.
Segmentation based on the amount of consumption i.e. high levels of consumption
and low levels of consumption.

If the behavioral patterns of consumers in India are closely noticed, it could be observed
that consumers perceive beverages in two different ways i.e. beverages are a luxury and that
beverages have to be consumed occasionally. These two perceptions are the biggest
challenges faced by the beverage industry.
In order to leverage the beverage industry, it is important to address this issue so as to
encourage regular consumption as well as and to make the industry more affordable. Four
strong strategic elements to increase consumption of the products of the beverage industry in
India are:

The quality and the consistency of beverages needs to be enhanced so that consumers
are satisfied and they enjoy consuming beverages.
The credibility and trust needs to be built so that there is a very strong and safe
feeling that the consumers have while consuming the beverages.
Consumer education is a must to bring out benefits of beverage consumption whether
in terms of health, taste, relaxation, stimulation, refreshment, well-being or prestige

relevant to the category.


Communication should be relevant and trendy so that consumers are able to find an
appeal to go out, purchase and consume.

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COMPANY PROFILE

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COMPANY PROFILE

MISSION:

Our Roadmap starts with our mission, which is enduring. It


declares our purpose as a company and serves as the standard against which we
weigh our actions and decisions.
To refresh the world...
To inspire moments of optimism and happiness...
To create value and make a difference.
VISION:
Our vision serves as the framework for our Roadmap and guides every aspect of
our business by describing what we need to accomplish in order to continue
achieving sustainable, quality growth.
People: Be a great place to work where people are inspired to be the best
they can be.
Portfolio: Bring to the world a portfolio of quality beverage brands that
anticipate and satisfy people's desires and needs.
Partners: Nurture a winning network of customers and suppliers,
together we create mutual, enduring value.
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Planet: Be a responsible citizen that makes a difference by helping build


and support sustainable communities.
Profit: Maximize long-term return to shareowners while being mindful
of our overall responsibilities.
Productivity: Be a highly effective, lean and fast-moving organization.
WINNING CULTURE:
Our Winning Culture defines the attitudes and behaviors that will be required of
us to make our 2020 Vision a reality.
LIVE OUR VALUES :
Our values serve as a compass for our actions and describe how we
behave in the world.

Leadership: The courage to shape a better future.


Collaboration: Leverage collective genius.
Integrity: Be real.
Accountability: If it is to be, it's up to me.
Passion: Committed in heart and mind.
Diversity: As inclusive as our brands.
Quality: What we do, we do well.

FOCUS ON THE MARKET:

Focus on needs of our consumers, customers and franchise partners.


Get out into the market and listen, observe and learn.
Possess a world view.
Focus on execution in the marketplace every day.
Be insatiably curious.

WORK SMART:
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Act with urgency.


Remain responsive to change.
Have the courage to change course when needed.
Remain constructively discontent.
Work efficiently.

ACT LIKE OWNERS:


Be accountable for our actions and inactions.
Steward system assets and focus on building value.
Reward our people for taking risks and finding better ways to solve
problems.
Learn from our outcomes -- what worked and what didnt.
BE THE BRAND:
Inspire creativity, passion, optimism and fun.

HISTORY OF COCA-COLA
Dr. John S. Pemberton (inventor of
Coca-Cola):
It was a prohibition law, enacted in Atlanta in
1886, that persuaded physician and chemist Dr.
John Stith Pemberton to rename and rewrite the
formula for his popular nerve tonic, stimulant
Dr. John S. Pemberton
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and headache remedy, "Pemberton's French Wine Coca," sold at that time by
most, if not all, of the city's druggists.
So when the new Coca-Cola debuted later that year--still possessing "the
valuable tonic and nerve stimulant properties of the coca plant and cola nuts,"
yet sweetened with sugar instead of wine--Pemberton advertised it not only as a
"delicious, exhilarating, refreshing and invigorating" soda-fountain beverage
but also as the ideal "temperance drink."
The prototype Coca-Cola recipe was formulated at the Eagle Drug and
Chemical Company, a drugstore in Columbus, Georgia by John Pemberton,
originally as a coca wine called Pemberton's French Wine Coca. He may have
been inspired by the formidable success of Vin Mariani, a European coca wine.
In 1886, when Atlanta and Fulton County passed prohibition legislation,
Pemberton responded by developing Coca-Cola, essentially a non-alcoholic
version of French Wine Coca. The first sales were at Jacob's Pharmacy in
Atlanta, Georgia, on May 8, 1886. It was initially sold as a patent medicine for
five cents a glass at soda fountains, which were popular in the United States at
the time due to the belief that carbonated water was good for the
health.Pemberton claimed Coca-Cola cured many diseases including morphine
addiction, dyspepsia, neurasthenia, headache, and impotence. Pemberton ran the

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first advertisement for the beverage on May 29 of the same year in the Atlanta
Journal.
By 1888, three versions of Coca-Cola sold by three separate businesses
were on the market. Asa Griggs Candler acquired a stake in Pemberton's
company in 1887 and incorporated it as the Coca Cola Company in 1888. The
same year, while suffering from an ongoing addiction to morphine, Pemberton
sold the rights a second time to four more businessmen: J.C. Mayfield, A.O.
Murphey, C.O. Mullahy and E.H. Bloodworth. Meanwhile, Pemberton's
alcoholic son Charley Pemberton began selling his own version of the product.
John Pemberton declared that the name "Coca-Cola" belonged to Charley, but
the other two manufacturers could continue to use the formula. So, in the
summer of 1888, Candler sold his beverage under the names Yum Yum and
Koke. After both failed to catch on, Candler set out to establish a legal claim to
Coca-Cola in late 1888, in order
to force his two competitors out of the business. Candler purchased exclusive
rights to the formula from John Pemberton, Margaret Dozier and Woolfolk
Walker. However, in 1914, Dozier came forward to claim her signature on the
bill of sale had been forged, and subsequent analysis has indicated John
Pemberton's signature was most likely a forgery as well. In 1892 Candler
incorporated a second company, The Coca-Cola Company (the current
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corporation), and in 1910 Candler had the earliest records of the company
burned, further obscuring its legal origins. By the time of its 50th anniversary,
the drink had reached the status of a national icon in the USA. In 1935, it was
certified kosher by Rabbi Tobias Geffen, after the company made minor
changes in the sourcing of some ingredients.
Coca-Cola was sold in bottles for the first time on March 12, 1894. The first
outdoor wall advertisement was painted in the same year as well in Cartersville,
Georgia. Cans of Coke first appeared in 1955. The first bottling of Coca-Cola
occurred in Vicksburg, Mississippi, at the Biedenharn Candy Company in 1891.
Its proprietor was Joseph A. Biedenharn. The original bottles were Biedenharn
bottles, very different from the much later hobble-skirt design that is now so
familiar. Asa Candler was tentative about bottling the drink, but two
entrepreneurs from Chattanooga, Tennessee, Benjamin F. Thomas and Joseph
B. Whitehead, proposed the idea and were so persuasive that Candler signed a
contract giving them control of the procedure for only one dollar. Candler never
collected his dollar, but in 1899 Chattanooga became the site of the first CocaCola bottling company. The loosely termed contract proved to be problematic
for the company for decades to come. Legal matters were not helped by the
decision of the bottlers to subcontract to other companies, effectively becoming
parent bottlers. Coke concentrate, or Coke syrup, was and is sold separately at

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pharmacies in small quantities, as an over-the-counter remedy for nausea or


mildly upset stomach.
On April 23, 1985, Coca-Cola, amid much publicity, attempted to change the
formula of the drink with "New Coke". The company gave in to protests and
returned to a variation of the old formula, under the name Coca-Cola Classic on
July 10, 1985.
On February 7, 2005, the Coca-Cola Company announced that in the second
quarter of 2005 they planned to launch a Diet Coke product sweetened with the
artificial sweetener sucralose, the same sweetener currently used in Pepsi One.
On March 21, 2005, it announced another diet product, Coca-Cola Zero,
sweetened partly with a blend of aspartame and acesulfame potassium. On July
5, 2005, it was revealed that Coca-Cola would resume operations in Iraq for the
first time since the Arab League boycotted the company in 1968.
In April 2007, in Canada, the name "Coca-Cola Classic" was changed back to
"Coca-Cola." The word "Classic" was truncated because "New Coke" was no
longer in production, eliminating the need to differentiate between the two. The
formula remained unchanged.
In January 2009, Coca-Cola stopped printing the word "Classic" on the labels of
16-ounce bottles sold in parts of the southeastern United States. The change is
part of a larger strategy to rejuvenate the product's image. In November 2009,
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due to a dispute over wholesale prices of Coca-Cola products, Costco stopped


restocking its shelves with Coke and Diet Coke.

SUMMARY
Founded in 1886 in Atlanta, Coca-Cola Company is the world's leading
manufacturer, marketer and distributor of nonalcoholic beverage concentrates
and syrups, used to produce more than 230 beverage brands. It is also the
world's most inclusive brand and company.
It has already ventured regionally out of Atlanta to other states of United
States since the late 19th century and its signature contour bottle was first
manufactured in the early 20th century to distinguish themselves and assuring
the genuine Coca-Cola. Though the company grew rapidly and roared into
some European countries during the 1900s, its presence worldwide grew swiftly
only after World War II. Year after year, the company has been discovering new
foreign markets to bring higher profits.
Around The World:
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The Coca-Cola Company has long been a worldwide business. Our first soda
fountain sales to Canada and Mexico were recorded in 1897. Our first
international bottler -- in Panama -- was established in 1906. We entered China
in 1927 and our 100th country -- Sierra Leone -- in 1957.
Today, The Coca-Cola Company is the largest beverage company with the
most extensive distribution system in the world. But we are so much more. Our
vision spans across five areas:

People:
The Coca-Cola Company, including the bottling entities we own, employs
approximately 55,000 people. More than 44,000 of those employees work for
the Company outside of the United States.
We are the largest private-sector employer across all of Africa. And in the
country of South Africa, for every one job created by the Coca-Cola system, 16
jobs are created in the informal retail sector.
Planet:
Working with our Brazilian partners, the Company has launched a program to
reduce greenhouse gas emissions by using alternative fuels. Our bottling partner
in Sao Paulo has a fleet of approximately 140 trucks running on 5 percent
biodiesel (made form castor beans and soybeans).
The Coca-Cola Scholars Foundation has awarded more than $26 million in
higher-education scholarships to 3,250 students in the United States since its
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inception in 1986. The Coca-Cola system has a comprehensive HIV/AIDS


health care program in Africa, covering nearly 60,000 employees, their spouses
and their children.
Portfolio:
The "Make Every Drop Count" campaign, launched in North America, is
designed to help increase awareness of the benefits of the Company's broad
beverage portfolio and its commitment to consumers.
Bonaqua Bonactive launched in Hong Kong in April 2005 and is the first
electrolyte replenishment and rehydration casual sports drink released under the
Bonaqua trademark.
Profit:
Approximately 72 percent of our unit case volume is from operations outside of
North America. In 2005, we had double-digit unit case volume growth in
Pakistan, China, Egypt and Russia.
Partners:
In partnership with the Italian Ministry of Education and the Italian National
Olympic Committee, we have created the "Schools in Motion" program in Italy
to encourage physical activity. More than 130,000 students from 1,200 schools
have participated.

Revenue:
According to the 2010 Annual Report, the company sells beverage products in
more than 212 countries. The report further states that of the more than 50
billion beverage servings of all types consumed worldwide every day,
beverages bearing the trademarks owned by or licensed to Coca-Cola account
for approximately 1.3 billion. Of these, beverages bearing the trademark "CocaCola" or "Coke" accounted for approximately 55% of the Company's total
gallon sales.
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Also according to the 2005 Annual Report, Coca-Cola had gallon sales
distributed as follows:
27% in the United States
27% in Mexico, Brazil, Japan and China
46% in spread throughout the world

Brings Back The Fizz To India Coca-Cola, the corporate


nourishing the global community with the worlds largest selling soft
drink concentrates since 1886, returned to India in 1993 after a gap of
16 years giving a new thumbs up to the Indian Soft Drink Market. In
the same year, the Company took over ownership of the nation's top
soft-drink brands and bottling network. No wonder, our brands have
assumed an iconic status in the minds of the consumers.
A Healthy Growth To The Indian Economy:
Ever Since, Coca-Cola India has made significant investments to build and
continually consolidate its business in the country, including new production
facilities, waste water treatment plants, distribution systems and marketing
channels.
Coca-Cola India is among the countries top international investors, having
invested more than US$ 1 billion in India within a decade of its presence and
further pledged another US$ 100 million in 2003 for its operations.
35

A Pure Commitment to The Indian Economy


The Company has not only shaken up the Indian carbonated drinks market, and
given consumers the pleasure of world-class drinks to fill up their hydration;
refreshment & nutrition needs but has also been instrumental in giving an
exponential growth to job opportunities.

Creating Enormous Job Opportunities


With virtually all the goods and services required to produce and market CocaCola being made in India, the business system of the Company directly employs
approximately 6,000 people, and indirectly creates employment for more than
125,000 people in related industries through our vast procurement, supply and
distribution system.
The vast Indian operations comprise 25 wholly owned company-owned bottling
operations and another 24 franchisee-owned bottling operations. That apart, a
network of 21 contract-packers also manufactures a range of products for the
Company. On the distribution front, 10-tonne trucks, open-bay three-wheelers
that can navigate the narrow alleyways of Indian cities constantly keep our
brands available in every nook and corner of even the countrys remotest areas.
These are only some of the facts that speak about our commitment to the
growth of the Indian Economy. Approximately 72 percent of our unit case
volume is from operations outside of North America. In 2005, we had doubledigit unit case volume growth in Pakistan, China, Egypt and Russia.

36

GLOBAL POSITION OF
COCA- COLA

37

GLOBAL MARKET SHARE OF COCA-COLA


In 2009, the company generated revenues of $31 billion with $6.8 billion
net income. An increased consumer preference for healthier drinks has resulted
in slowing growth rates for sales of carbonated soft drinks (abbreviated as
CSD), which constitutes 78% of KOs sales. KOs profits are also vulnerable to
the volatile costs for the raw materials used to make drinks - such as the corn
syrup used as a sweetener, the aluminium used in cans, and the plastic used in
bottles. Furthermore, slowing consumer spending in Coke's large North
American market compounds the challenge of increasing costs and a weak
economic environment. Finally, Coca-Cola earns approximately 75% of
revenue from international sales, exposing it to currency fluctuations, which are
particularly adverse with a stronger U.S. Dollar (USD).
Despite these challenges, Coca-Cola has remained profitable. Though the
non-CSD market is growing quickly, the traditional CSD market is still large in
terms of both revenues and volume and highly lucrative. The size and variety of
KOs offerings in the CSD category, coupled with the unparalleled brand equity
of the Coca-Cola trademark, has allowed KO to maintain its share of this
important market. KO has also responded to consumers changing tastes with
new, non-CSD product launches and acquisitions such as that of Glaceau in
2007. Strong international growth has also more than offset a weak domestic
market.
On February 25, Coca-Cola Company announced its plan to buy CocaCola Enterprises (CCE) for $12.3 million. Since spinning of Coca-Cola
Enterprises (CCE) 24 years ago, the soft drink market has changed dramatically
with consumers buying fewer soft drinks and more non-carbonated beverages,
such as Powerade and Dasani water. Under the new deal, Coca-Cola Company
38

will take control of the bottler's North America operations, giving the company
control over 90% of the total North America volume. In return, Coca-Cola
Enterprises will take over Coke's bottling operations in Norway and Sweden,
becoming a European-focused producer and distributor.
In March 2010, Coca-Cola Company entered into discussions to buy the
Russian juice company, OAO Nidan Juices. The company is 75% owned by a
private equity firm in London and 25% by its Russian founders and controls
14.5% of the Russian juice market. If successful, the purchase would add to
Coca-Cola's 20.5% market share, passing Pepsi's 30% market share. The
Russian juice market is estimated to be $3.2 billion dollars, and estimates of
Nidan's purchase price are between $560-$620 million.
In April 2010, Coca-Cola Company purchased a majority share of
Innocent, the British fruit smoothie maker. Last year the company bought an
18% share of the company for more than $45 million, and recent purchases of
additional shares increased Coke's stake to 58%.
In June 2010, Coca-Cola Company agreed to pay Dr Pepper Snapple
Group (DPS) $715 million for the continued right to sell their products
following the company's acquisition of CocaCola Enterprises (CCE). The deal
covers the next 20 years with an option to renew for an additional 20 years.

39

COCA-COLA COMPANY
Coca Cola Company is one of the United States based company founded
in the year 1886. It is one of the world's leading manufacturer, marketer and
distributor of cola types products. The industrial type of the company comes
under the Beverages. The company's headquarter is situated at Atlanta. It has its
worldwide operation in more than 200 countries of the world. The international
operation of Coca Cola generates 70 % revenue.
The company for the year 2002 was regarded as the company having
highest Brand value. The brand value was measured at 69,637,000,000 in terms
of $. Presently the company has more than 400 brands over the world.
The company employs approximately 55,000 peoples over the world. The
net income of the company as of the year ended on December 31, 2005 reached
at $ 4,872 millions.
Presently E. Neville Isdell is the Chairman, Board of Directors and the
Chief Executive Officer of the Company.
g

40

Type

Public

Founded

1892 by Asa Griggs Candler

Headquarters

Atlanta, Georgia, USA

Area served

Worldwide

Key people

Muhtar Kent (CEO)

Industry

Beverage

Products

Coca-Cola,Water, Non-alcoholic-beverage,

Revenue

USD 35.119 Billion (2010)

Operating income USD 8.449 Billion (2010)


Net income

USD 11.809 Billion (2010)

Total assets

USD 72.921 Billion (2010)

Total equity

USD 31.317 Billion (2010)

Employees

139,600 (2010)

Website

http://www.thecoca-colacompany.com/

The Coca-Cola Company is the world's largest beverage


company, largest manufacturer, distributor and marketer of non-alcoholic
beverage concentrates and syrups in the world, and one of the largest
corporations in the United States. The company is best known for its flagship
product Coca-Cola, invented by pharmacist John Stith Pemberton in 1886. The
Coca-Cola formula and brand was bought in 1889 by Asa Candler who
incorporated The Coca-Cola Company in 1892. Besides its namesake Coca41

Cola beverage, Coca-Cola currently offers nearly 400 brands in over 200
countries or territories and serves 1.5 billion servings each day.
The company operates a franchised distribution system dating back to
1889 where TCCC only produces syrup concentrate which is then sold to
various bottlers throughout the world who hold an exclusive territory.

ADVERTISING
Advertising has played an important role in the success of products since
first newspaper add in 1886, which read Coca-Cola Delicious! Refreshing!
Exhilarating! Invigorating! The company uses adver4tising to trigger desire as
often and in as many ways as possible.
Through out the years, slogans or coca-cola have been memorable .Here
are some highlights:
2014-Get refreshed with Coca-Cola
2000-10-Coca-Cola Enjoy
42

1993-Always Coca-Cola
1990- Cant Beat the Real Thing
1989-Cant Beat the Feeling
1986-Red,White and You
1976-Coke Adds Life
1971-Id Like to Buy the World a Coke
1969-Its the Real Thing
1963-Things Go Better With Coke
1959-Be really refreshed
1944-Global High Sign
1942-Its the Real Thing
1936-Its the Refreshing thing to do
1929-The Pause That Refreshes.

BRAND AMBASSADORS
Coca-Cola had signed on various celebrities including movie stars and
cricket players such as Shahrukh Khan, Hritik Roshan, Amir Khan, Akshay
Kumar, Aishwerya Rai, Vivek Oberai, Rani Mukherjee, Bipasha Basu, Riya
Sen, Shalman khan, Deepika padukod, Saurav Ganguly, Virendar Sehwag,
southern celebrities like Vijay in the past and today its brand ambassadors.

43

Maaza was launched in 1976. It is a drink which offered the same real
taste of fruit juices and was available throughout the year. In 1993, Maaza was
acquired by Coca-Cola India and it currently dominates the fruit drink
market.Over the years, brand Maaza has become synonymous with Mango.
This has been the result of such successful campaigns like "Taaza Mango,
44

Maaza Mango" and "Botal mein Aam, Maaza hain Naam". Consumers regard
Maaza as wholesome, natural, fun drink which delivers the real experience of
fruit.
The current advertising of Maaza positions it as an enabler of fun
friendship moments between moms and kids as moms trust the brand and the
kids love its taste. The campaign builds on the existing equity of the brand and
delivers a relevant emotional benefit to the moms rightly captured in the tagline
"Yaari Dosti Taaza Maaza"

Maaza: 200 ml and 250 ml Returnable Glass Bottle; 500+100 ml free and 1litre PET
bottles and the newly introduced 400 ml Tetra Pack

SCOPE OF THE PROJECT


45

To understand the growing demand


according to changing scenario and
comparing the level of service provided.

46

Chapter-3

47

RESEARCH
METHODOLOGY

RESEARCH METHODOLOGY
The purpose of the research methodology is to describe the research
procedure. This includes over all research design and the data collective
method. This selection is important because it is hard to discuss methodology
without using technical terms yet, most of the readers for the report will not
understand the technical languages.
The investigator collects the request information personally through
questionnaire and personal interviews. The investigator is solely responsible for
collective of data this method; his training, skill & knowledge play an important
role on the quality of primary data.

48

A slight variation of the procedure is indirect and investigations where


data are collected through resources persons who are likely to have information
about the problem are integrated and on the basis of their answers, primary date
becomes available. This accuracy of the primary data collected by his method
depends largely upon the type of persons. Interviewed and hence. These persons
have to be selected very carefully.
Research Design:A research design is the specification of measures and procedure for the
information needed to structure to solve problems it the overall operational
pattern of framework of the project that stipulates what information is to be
collected from which sources, and by what procedure.
A research design there for defined as plan, structure and strategy of
investigation on conceived so as to obtain answer to search question and control
variance.
Research means a scientific and systematic search for pertinent
information on a specific topic. Research is a careful investigation or inquiry
especially through search for new facts in any branch of knowledge. Research
comprises defining and redefining problems, formulating hypothesis or
suggested solution; collecting, organizing and evaluating data; making
deductions and reaching conclusions; and at last carefully testing the
conclusions to determine whether they fit the formulating hypothesis.
Methodology is defined a the study of methods by which we gain knowledge,
it deals with cognitive processes imposed on research b the problems rising
from the nature of its subject matter
TYPE OF RESEARCH:49

Descriptive research has been used; it involves surveys and fact-findings


enquirer of different kinds the major purpose of descriptive research is the
description of the state of affairs, as it exists at present. The main characteristics
of this method are that the researcher has no control over the variable; can only
report what had happened or what is happening. The methods of research
utilized in descriptive research are survey methods of all kinds, including
comparative and correlation methods.
1. Collection of Data :-

The research approached the dealer and outlet owner individually for data
collection. Interviewed the dealer and outlet owner for collecting the
information. Questions were explained so as to avoid ambiguity. They were
found co- operative.

Source of data collection:-

The data used for this study are both primary and secondary data. The
source of primary data is the field where the researcher has been conducted and
the data has been collected from the employees dealer and outlet owner of
COCA COLA.
PRIMARY DATA:
The primary data are those that are collected through questionnaire and
direct personal interview. The questionnaire was framed in such a manner to
obtain correct information, graded suitably for the study.
50

SECONDARY DATA:
The secondary data has been collected through company website and magazines
of company and dealer transaction summary report. Secondary data about the
company profile and collecting information of the industrial consulting side.
2. RESEARCH INSTRUMENT:

The research instrument used in this study structured questionnaire.


Structured questionnaire are those questionnaire in which there are
predetermined question relating to the aspect for which the researcher collects
data. The questions are presented with exactly the same wording and in the
same order to all the respondents.

4. SAMPLING PROCEDURE:-

Convenience sampling has been used in this study. Convenience It refers to


candidates selection a sample of study. It is a non-probability sampling.
Thus research study may include study objects, which are conveniently located.
Research findings based on convenient sampling however, cannot be
generalized.
6. SAMPLING SIZE:-

51

Due to time and resource constraint the sample size has been taken as the
combine group of dealer and outlet owner (10+50=60). In consultation with the
company guide and the project guide.
7. TOOLS FOR DATA ANALYSIS:-

After the collection of primary data the information obtained was


processed and tabulated on data sheets, statistical techniques were used in
analysis the data.
Statistical Technique:-

The chi- square test among the several tests of significance developed by
statisticians. Chi- square symbolically written, as 2 is a statistical measure used
in the contest of sampling analysis for comparing variance to theoretical values.
As a non- parametric test, it can be used to determine whether
categorical data shows dependency or the two classification are independent. It
can also be used to make comparisons between theoretical population and
actual data when categories are used. The formula used to computing chisquare test is:
Observed value Expected Value
2 =
Expected Value

Degree of freedom = (r-1)x(c-1)


52

Where R = No. of rows


C = No. of columns
If the calculate value < tabulated value, null hypothesis will be accepted.

Weighted Average Method:-

Weighted average method is used to give rank for different factors by


having the collections of data from the respondent. Total score is calculated
from the data and it is divided by no. of respondent and finally the weighted
average is found.

SAMPLE DETAILS
Population Size

: more than 100

Sample Size

: 50 outlet owners+10 dealers = 60

Sampling Technique

: Convenience sampling

Areas Covered

: Varanasi (shivpur baipass rode gillat bazar

bhojubir.)

Time Frame

: 5 Weeks
53

For the ease of data collection and its accurate analysis the sample size
was limited to 60 and the eligible respondents were approached for data
collection. The sample was randomly selected from the area of Varanasi to
have a diversified view of the research analysis.
The time frame for the research was five weeks and every possible effort was
made to obtain accurate and appropriate information.

Collection of Data
PRIMARY:
Market survey of dealer and outlet owner

Observation,
Field Observation
Questionnaire,
Discussion,

54

Observation is either an activity of a living being such as a human, consisting of


receiving knowledge of the outside world through the senses, or the recording
of data using scientific instrument. The term may also refer to any data
collected during this activity. An observation can also be the way you look at
things or when you look at something.
A field observation applies the scientific method to experimentally examine
an intervention in the real world (or as many experimentalists like to say,
naturally-occurring environments) rather than in the laboratory Field
experiments, like lab experiments, generally randomize subjects (or other
sampling units) into treatment and control groups and compare outcomes
between these groups.
A questionnaire is a research instrument consisting of a series of questions
and other prompts for the purpose of gathering information from respondents.
Although they are often designed for statistical analysis of the responses, this is
not always the case.

SECONDARY:
Coco- cola portal,
Internet,
Pamphlets

55

Secondary data is data collected by someone other than the user. Common
sources secondary data for social science include censuses, surveys,
organizational records and data collected through qualitative methodologies or
qualitative research. Primary data, by contrast, are collected by the investigator
conducting the research.
Secondary data analysis saves time that would otherwise be spent collecting
data and, particularly in the case of quantitative data, provides larger and
higher-quality databases than would be unfeasible for any individual researcher
to collect on their own. In addition to that, analysts of social and economic
change consider secondary data essential, since it is impossible to conduct a
new survey that can adequately capture past change and/or developments.

SWOT Analysis

56

Strength:
Availability

Weakness:
No

Quality

replacement

Different

policy

sizes

Less

awareness

Affordability

about

new

Threats:

Coverage

Regular
visit

launching

to

customer

Largest
distribution
network

57

of

Reduc
ed expenses

Grievance
handling

image
competitor

customer

Brand

of weak areas.

Acceptability

Brand image

Opportunity:

of

Chapter-4

58

Data analysis
&
Interpretation

59

DATA ANALYSIS AND INTERPRETATION


Q-1 Why do you like the Coca-Cola products most?
Reasons

% of Responses

Price
Quality & Standard
Variety of Products
Availability of products

15
40
20
25

It is represented by the following pie chart.

INTERPRETATION
40% say that they like coke products due to quality & standard, 20% due to
variety and 25% like because of its availability.

Q-3 Do you find any kind of communication gap while making an


order with Coca-cola as compared to Pepsico?
60

Options

Response

Yes
No

45
55

INTERPRETATION
55% say that they dont have any problem of communication gap whereas 45%
believe this.

61

Q-4 Are you satisfied with the various distribution process of


Coca-Cola?
Options

%Response

80-100%
60-80%
50-60%
Less than 50%

40
35
20
5

INTERPRETATION
The above chart shows that 40% retailers are satisfied with the distribution
process of coke upto 90% almost. while 35% are satisfied upto 70%.

62

Q-5 Are you satisfied with distribution of sparkling Products?


Options

Response

Highly satisfied
Satisfied
Not satisfied

60
30
10

INTERPRETATION
The above chart shows that 30% retailers are highly satisfied with the
distribution of sparkling products of coca cola.

Q-7 What is the focus pack in your E&D outlets by


63

Consumers?
Options

% Response

RGB
Can
PET
Others

60
10
15
5

Focus Pack in Outlets


5%

60%

15%

RGB
Can
PET
Others

20%
INTERPRETATION
The above chart shows that 60% retailers use RGB as a focus pack in E&D
outlets, 15% they use PET.

Q-9 Which Company is having the best Sales Promotional


tools?
64

Options

% Response

Coca-Cola
Pepsico

55
45

INTERPRETATION
55% Retailers say that they like coca cola promotional tools while 45% like
Pepsico promotional tools.

Q-10 Are you happy with the returning process of the


Products?
Options

%Response
65

Yes
No

72
28

INTERPRETATION
The above chart shows that 72% retailers are highly satisfied with the returning
process of products of coca cola. 28% not satisfied.

66

Chapter-5

Conclusion
67

&
Suggestions
CONCLUSION
From the above we can conclude that the market share of coco cola is
more than pepsi .

The demand of coke product is more than the pepsi products .


The shortage of the sprit and lemon product and coke product like (fanta,
limca thums-up,) give the advantage to other company to take over the
market because the presence of customer like who are not depend on
brand may prefer any product for there convenience.
68

There are some places where our services could not satisfy the owner
and the decrease in sales has to bear by the company.

Major schemes promotion made by the company like to buy one crate
owner gets a advantage of 2+3 bottles could make a increase in sales
which acquires a good market share .

As per retailers interview a conclusion could be taken that the


distribution sometimes doesnt reach on time therefore it needs to be look
after.

Communication gap should be met out in order to sort out the grievances
of retailers.

Suggestions
Company should make strategy for utilizing its older shine board. Because it
is already having a deep impact in peoples mind.

Provide extra incentive to retailers on the sale of Coca-cola which can


motivate to retailers to sale more.

The distribution vehicle should be over oiled at time to time, it will help to
the centered to reaching their product within their committed time and it also
save the precious time which we can utilize any where
69

Coca-cola trucks which contain all the products should be reached in marked
before its rival Pepsi.

As I found during my summer training the truck drivers have their major role
in selling of the product so here I want to suggest that their should an efficient
policies which can motivate these peoples to sale more & being with the
company for long time.

Company should provide new banners with celebrities in the market & try to
advertise more near by schools and colleges.

The company should provide repairing of Refrigerator, painting, other things


which are used for sales promotion.

The company should try to advertisements of new schemes in all the regional
language news papers.

Reduction of gap between the boardroom and on the field.


Ensuring better price compliance.
Better communication between the distributor and the bottling plant.

70

LIMITATIONS OF THE STUDY

Time was the major constraints in interviewing required retailers.


The scope of the study is restricted only to the major areas of
Lucknow and does not include the outskirts

Responsive error ---- this arises when respondents are unwilling


to listen or talk.

The information obtained from secondary data may not reflect the
actual market position.

71

Despite these limitations every possible effort was made to get a representative
result. Utmost care was taken to minimize the errors. So the researcher believes
that the study can be implemented with great degree of dependency.

BIBLIOGRAPHY

Marketing Research-By C.R Kothari


www.cocacolaindia.com
www.softdrinkassociation..com
www.google.co.in
www.pepsi.co.in
72

HINDUSTAN COCA-COCLA Ltd.(Varanasi.)

Chapter-6
73

ANNEXURE
Questionnaire For The Retailer
Hello Sir/Maam, I am a trainee from COCA-COLA. I am conducting a market
research for the topic THE IMPACT OF DISTRIBUTION & SUPPLY
FOCUS WITH E&D OUTLETS.
OUTLETS I would be thankful, if you could spare
your precious time to tick your response at the appropriate space provided in the
questionnaire.
Thank you.

Outlet Name

Name of Retailer

Address

Contact No

Q-1 Why do you like the Coca-Cola products most?

(a)
(b)
(c)

price
Quality & Standard
Variety of Products
74

(d)

Availability of products

Q-2 From which year are you selling Coca-Cola products?

------------------------------------------------------------------------

Q-3 Do you find any kind of communication gap while making an


order with Coca-cola as compared to Pepsico?

(a)
(b)

yes
No

Q-4 Are you satisfied with the various distribution process of


Coca-Cola?

(a)
(b)
(c)
(d)

80-100%
60-80%
50-60%
Less than 50%

Q-5 Are you satisfied with distribution of sparkling Products?

(a)
(b)
(c)

Highly satisfied
Satisfied
Not satisfied

75

Q-6 Which Soft drink company offers good Schemes for you?

(a)
(b)
gfgf

Coca-Cola
Pepsico

Q-7 What is the focus pack in your E&D outlets by


Consumers?

(a)
(b)
(c)
(d)

RGB
Can
PET
Others

Q-8 As per quality & standard, which company is better?

(a)
(b)

Coca-Cola
Pepsico

Q-9 Which Company is having the best Sales Promotional


tools?

(a)
(b)

Coca-Cola
Pepsico

Q-10 Are you happy with the returning process of the


Products?
76

(a)

Yes

(b) No

77

REFERENCE & BIBLIOGRAPHY


www.cocacola.com
www.timesofindia.com/articles
www.reuters.com
www.businessstandard.com
Datamonitor (Published November 2008)
www.flex-news-food.com/brevages/pageviewer.aspx?
page9025
www.pepsicoportal.com

78

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