Professional Documents
Culture Documents
TOWHOMSOEVERITMAYCONCERN
ThisistocertifythatMr.SHASHANKMISHRAastudentofMBAIIIrdsemester,hasdoneher
researchprojectReport.TheprojectentitledStudyofREDconceptandMarketshareofcocacola
companyinlucknowcity..embodiestheoriginalworkdonebyherforthepartialfulfillmentofthe
awardofMBAdegree.
Iwishhimallthebestforherfutureendeavor.
Faculty Guide
Ms. Arti Srivastava
(2)
TOWHOMSOEVERITMAYCONCERN
ThisistocertifythatMr.SHASHANKMISHRAastudentofMBAIIIrdsemester,
has done her research project Report. The project entitled Study of RED
concept and Market Share of Coca cola Company in Lucknow
city .embodiestheoriginalworkdonebyherforthepartialfulfillmentofthe
awardofMBAdegree.
Iwishhimallthebestforherfutureendeavor.
Head
LBSIMDS
(3)
ACKNOWLEDGEMENT
I take it a matter of great pleasure to submit my research Analyzing the market share
of COCA COLA soft drink Company in Lucknow city I am highly indebted to Mrs.
Tripti Bharthwal, HOD, LBSIMDS for guiding me.
At
(SHASHANK MISHRA)
(4)
Declaration
I, SHASHANK MISHRA,, hereby declare that the following dissertation report titled Study of
RED concept and Market share of coca cola company in Lucknow city is an authentic work done
by me.
The information and data given in this report are true and to the best of my knowledge. I also
acknowledge that I took the help of both primary and secondary data collection through various
available resources.
SHASHANK MISHRA
(5)
PREFACE
Soft drink includes all types of non alcoholic carbonate flavored or otherwise sweetened beverages.
Soft drinks are mostly packaged in 200 ml, 300 ml, 500 ml, 1000 ml, 1500 ml, and2000 ml and
comes in a variety of flavors. It also comes in glass as well as in plasticbottles.5ince so many changes
and transformations are under going ever changing consumer demands, Govt. Policies and innovative
packaging. Then industries are much emphasizingadvertising to increase its sales.
With the introduction of fruit pulp based soft drinks, packaged in cardboard cartoons known as
"TERRAPACK" has been introduced in the market. The bottled soft drink market has
undergone a marginal decreases in demand After 1994 the eminent re-entry of coca-cola
in Indian soft drink Industry it is heading for two giants war to capture the market. It has introduced
various sharp and efficient tools say tour packages, prizes gift other avenues to enhance social status
and satisfying personal egos also.
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TABLE OF CONTENTS
Page No.
Acknowledgement
Preface
1. Executive summary
10
12
15-21
23-24
30-31
32-33
37
38
39
41
44
46
47
3. Introduction to Project
56
56
57
58
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68-75
76-86
6. SWOT, Analysis.
87
88-90
6. Suggestion
91
6. Limitations of Study
93
7. Recommendations
94
8. Bibliography
95
9. Questionnaire
96-99
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EXECUTIVE SUMMARY
Doing this project was a great experience. The Coca-Cola in India has set up 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 Shari. S.C.Agarwal.
Present soft drink boon in India was attributed to the legacy of Coca-Cola, which was there in India
till 1977. In toadys market the Coca-Cola hold a 65% market share that appears to bear concentrated
rush to beg a big share in the soft drink market.
This era is the era of competition. All the companies are competing with each other. They are using
different promotional tools and technique to be the market leader. In beverage industry there are two
major players Coca-Cola and PepsiCo. where Coca-Cola have no.1 position in the world as well as in
India. Company wants to grasp more market share, for that purpose company have launched new
sales promotion concept recently in the market. According to this concept company provides some
tools like Flange, table top, Ariel mobile hanger, three tier racks etc. to the retail outlet to display the
product in outlets. And retailers have to maintain these red elements with coke products in outlets.
This helps in increasing the sale of the products.
Market provides a key to gain actual success only to those companies which match best to the current
environment i.e. imperative which can be delivered what are the people needs and they are ready to
buy at the right time without any delay. It is perfectly true but this also depends on the availability of
good quality products and excellent services, which further attract and add a golden opportunity for
huge sales. This also depends on the good planning approach and provide ample opportunity plus
sufficient amount of products for sales in the coming next financial year.
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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, Sprite, Limca, Fanta, Maza & etc)
hold a 65% 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 Second World War Pepsi & Coke both enjoyed increased sale. After the war Pepsi sale was
started to fall relatively to Coke, resulting the Coca-Cola had starting to click the
Market share. A number of factory contributed to Pepsi problem were poor image, poor taskforce,
poor quality control etc.
At that point Alfred.N.Steeler came to the presidency of Pepsi cola with a great reputation for
merchandising. He and his staff recognized that the main hope lay transforming Pepsi
From a cheap imitator of Coke into a class on soft drink manufacturer.
By 1955 all Pepsis major weakness had been overcome, resulting sales had climbed substantially.
These actions from 1955 to 1960 led to a considerable sales growth for Pepsi.
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Gold
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.
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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. Naziabad 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 Naziabad.
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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 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.
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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 cokes quickly become the number one
selling low calorie soft drink in the world.
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GEORGIA COFFEE
During the journey of the company towards its vision, leading the beverage revolution in India now
even garam matlab coca-cola a hot new launched from coca-cola in India.
Georgia quality tea and coffee served from state of the art vending machines is positioned at tap into
the nations biggest beverage category. Georgia Gold is delicious tasting of fresh coffee; currently
available exclusively at McDonalds outlets across the country Georgia Gold has driven the sales
through the roof. The success from hot beverage from Georgia Gold has resulted in extension into the
cold category with the introduction of ice tea and cold coffee.
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KINLEY SODA
This is a soda drink. It has no color and no flavor. It is generally used with alcohol and used by adults.
KINLEY WATER
Boond Boond Mein Vishwas
Water a thirst quencher that refreshes, a life giving force that washes all the toxins away. Ritual
purifier that cleanses, purifies, transforms, water the most basic need of life the very sustenance of
life, a celebration of life itself.
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MINUTE MAID
In Minute maid pulpy orange cold drink no gas only based on orange juice. It is a non-aerated soft
drink and market competitor of Tropicana Twister.
(18)
GOLD SPOT:
this orange cardonate soft drink was introduced in the early 1950c, and
acquired by the coca-cola company in 1993, its tangy taste has been popular with Indian teenagers
LIMCA:
lighthearted attitude. The limca brand was introduced in 1971 and acquired by the coca-cola
company in 1993.
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MAAZA: Maaza, launched in 1984 and acquired by the coca-cola company in 1993, is a non
carbonated mango soft drink with a rich, juict & natural mango taste.
THUMPS UP:
in 1993, the coca-cola company acquired this brand, which was originally
introduced in 1977. Its strong and fizzy taste makes it unique carbonated Indian cola.
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1936
1942
1943
1959
Be Really Refreshed.
1962
1969
1970
1976
1982
Coke Is It.
1986
1989
1993
Always Coca-Cola
1998
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2000
2001
2002
2003
BRANDS TAGLINE
ThumsUp
Cocacola
Open happiness
Sprite
Limca
Fresh ho jao
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MMNF
BRAND AMBASSDORS
ThumsUp -Akshay Kumar
Cocacola -Aamir Khan
Sprite -Shahrukh Khan
Fanta -Genelia Dsouza
Limca Hritisha Bhatt
ADVERTISING
Advertising is a non promotion of goods & services by sponsor who can identified and
Who has paid for his communication? Their purpose of advertisement is to sell something goods or
services, idea, person or place.
(24)
Bollywood rising stars Asin (Right) for PepsiCos Mirinda,Genelia Dsouza (Left) for CocaColas Fanta
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FACTS
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.
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.
1.
The first out door paint sign advertising coca-cola still exists. It was painted in 1894 in
Cartersville, Georgia.
2.
Coca-cola is one of the worlds most recognizable trademarks recognized in countries that
account for 98 percent of the worlds population.
3.
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.
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4.
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.
5.
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.
6.
the largest representation of the worlds best known package 100 foot tall glass contour
bottle is located at world of coca-cola LOS VEGAQS
(30)
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.
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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.
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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 .
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The caffeine and phosphoric acid in soft drinks does not affect bone health
The amount of sugar and calories in soft drinks is about the same as many fruit juices
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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.
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The Coca Cola Company is global player and approximately 70 percent of its volume and80 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.
(39)
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 well 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.
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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
Gorgon 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.
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AWARDS
Hindustan Coca-Cola Beverages Private Limited,
Dasna unit, bags the
Golden Peacock Environment Management Award 2004
The Dasna unit near Delhi in Ghaziabad has been awarded the prestigious Golden Peacock
Environment Management Award 2004 (GPEMA- 2004) for excellent environment practices and
effective control of environmental impact.
The Dasna unit won this award in the Food & Beverage Industry category for its environment
practices among hundreds of entries received from across the country. The annual award winner is
decided on the basis of a rigorous assessment procedure, which includes a visit to the facility by a
team of experts.
Speaking on the occasion, Mr. Sanjiv Gupta, Division President and CEO, Coca-Cola India said, We
are proud to win this coveted award. At Coca-Cola we are committed to preserve, protect and
enhance the environment and this simple belief guides us in everything that we do. We will continue
to further improve our systems and are confident of making a significant positive impact on
our
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The Dasna plant achieved this distinction by adhering to The Coca-Cola Companys internal global
quality program called The Coca-Cola Quality System (TCCQS). TCCQS not only covers
environment management, but also takes into consideration other business aspects such as safety and
loss Prevention (SLP), product quality, packaging quality, process capability improvement and
customer satisfaction. Strict compliance with TCCQS, often rated as a programmed equivalent to the
internationally reputed ISO 14001 System, has also enabled all the company-owned bottling plants in
the country to successfully get the coveted ISO 14001 Certification from Det Norske Veritas (DNV).
The award has been granted after a thorough evaluation of Dasna plants compliance with a WEF
prescribed program assessment format over a period of 1 year from 1st April 2003 to 31st Mach 2004
during which several environmental performance indicators were monitored and evaluated according
to WEFs stringent parameters: energy use, water use, wastewater discharge, compliance with
Government regulations and resource utilization.
GPEMA has been instituted by the Institute of Directors in association with World Environment
Foundation (WEF) and is designed to encourage and recognize effective implementation of
environment management system. The award is given both in manufacturing and service sectors.
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All 25 of the India Divisions Company-owned bottling plants have gained the international
standard ISO 14001 Environment Management System certificate.
A company must demonstrate management commitment, the total involvement of all employees
and a compliance with applicable regulatory and internal company standards.
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company owned bottles ; the remaining volume is sold through franchises bottles line of soft drink in
a defined territory , and not allowed to market to market a directly competitive major brand.
The principal retail channel for channels for carbonate soft drink are supermarkets, convenience store,
vending machines fountain service, and thousand of small outlet. Soft drinks are typically sold in
glass bottle and in plastic and cans except for fountain services.
In fountain service syrup is sold to a retail outlet. Which mixes the syrup with carbonated water for
immediate sales.
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ADVERTISEMENT AGENCY:
In the year 1991, coca-cola went for more creative advertisements and split the $ 200million ad
account between Mr.CAAN ERICKSON and CREATIVE ARTIST AGENCY (CAA) presently
howler. Chaitra leo burnett handles the cokes account.
India scenario : managing the ad account earlier with a very creative desirer ting, McCann Erickson
managing the to bring out the coca-cola ad watchers with an Annus Indies description for the year
1988 the year that the Atlanta brand started moving on the thesis that. In the once thunder
struck and then choice arms reach.
Or getting wall to look red but also about getting the brands massage right through the cortex onto
the mind the young India mind.}
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1. We will conduct ourselves and business activates with the highest standard of honestly
integrity, and professionalism.
2. We will recognize the positive contributions that we make individual and team member to
produce our business success.
3. We will recognize the positives contribution that we makes individual and term member to
produce our business success.
4. We will encourage a learning environment where the people can constantly grow developed
and contribute.
5. We will strive for excellence and seek continue improvement in everything we do.
6. We will respect the entire stake holder, including employees and suppliers and instill them
with a person to deliver the highest employees and suppliers and instill them with a passion to
deliver the highest quality good and services.
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POLICY
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Affordability: The consumer can afford the Coca-Cola products at a very reasonable price.
Acceptability: Making Coca-Cola brand is the beverage choice for any occasion depends
on the likings, taste and preferences of the target audience. Acceptability can also be
increased through advertising, sponsorships, promotions; youth market activities,
community programs and other activities.
Activation: This refers to display and activate all marketing elements in the shop what ever
company has given to the out let,s owner.
(50)
Coca-Cola is using the following marketing strategy to reach its target customer and to grasp more
market share in India.
(51)
Aggressive advertisement
Coca-cola use the concept of aggressive advertises for sales promotion. Company introduces different
schemes and advertises them with electronic and print media. These advertisements build Brand
image and establish awareness. Brand ambassador play an important role. Brand ambassador
encourage the today youth to trust their instincts, influence them. Successful advertisement
campaigns like Taaza mango, maaza mango and Botal mein aam, maaza hai naam. Help lot to
make market image of maaza. Coca-cola advertising came again Jo Chaho Ho Jaye & Life Ho Toh
Aisi were very popular & had entered in youth vocabulary. In 2002 company launched the campaign
Thanda Matlab Coca-Cola which is sky rocket the brand to make. Coca-Cola lunched so many
advertising for rural market capture Amir Khans aid Oye soniyo Thanda piyo
Focus on villages
Now coca-cola considers more on villages after semi urban areas. Company is making now a days
strategies for villages because they know India leave in Villages.
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Radio.
T.V.
Hoardings.
Road signs.
Sticker.
Neon light.
Banners.
Newspaper.
Magazines.
Exhibition.
Posters.
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OBJECTIVES OF STUDY
OBJECTIVE OF STUDY
1. To check out the availability of several promotional scheme of coca-cola for the dealers.
2. To find out the retailers response regarding the various promotion schemes of Coca-Cola
and to judge to judge its impact on retailers.
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RESEARCH METHODOLOGY
Problem Definition: - Identification of those retailers who are not satisfied with
promotional schemes of Coca-Colas
Sources of Data: - Primary, The study was conducted with the help of specified format
of the company. All the comparison was made wholly depending on information gathered
first hand.
Secondary Data: Datas collected from net and from old report
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Sample Area: To conduct the study of my project, i choose the region of Indira Nagar, lucknow.
TOTAL 50, OUTLETS,
MUNSHIPULIA
SARVODAY
NAGAR
RAVINRAPALLI
BHOOTNATH
LUCKNOW
CITY
LEKHRAJ MARKET
B-BLOCK
C-BLOCK
BANSHAL COMPLEX
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FACTOR ANALYSIS
R.E.D CONCEPT
R.E.D is the survey method that company started earlier. For the survey, Company has hired the
person from A.C. NIELSON one of the best survey company. This survey gets done once in a month.
R.E.D is the set of norms divided into outlet wise.
The survey was based on the following steps: Firstly, I have to check the activation, which is a very important because activation helps to boost the
sales. Activation is done through boards i.e. glow sign. DPS, Flanges and Combo boards. Mostly
combo boards are given to the E&D outlets. And these are very helpful in attracting the customers.
Rack with header is provided to the Grocery outlets.
Secondly, I have to check elements like table top, three tier racks, and ailed mobile hanger which
have been provided, are fully charged with coke products or not .
Then I have to find out that these elements are easily visible to the public or not.
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SEGMENTATION
CHANNEL CLUSTER
Grocery
Eating&Drinking
Convenience
LOCALITY INCOME
High
Medium
Low
TYPES OF OUTLETS
CHANNEL TYPEGrocery:-
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OUTLET VOLUME
Diamond
Gold
Silver
Outlets selling items to eat which are being cooked within outlet, made at the outlet & possibility
consume in outlet. They may have place of sitting. It includes QSR/Bakery/MITIE
Store/Restaurants/Bars/juice/soft drinks/ ice cream parlor/tea soaps etc.
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CHANNEL TYPEConvenience:-
It includes outlets which are small stores or shops generally accessible locally. These are often located
along side busy roads. It includes Chemists shop/STD booths/Pan Bidi shops etc
E & D includes flowing outlets:Fast Food: - Self service with limited menu.
Pubs: - Outlets selling alcoholic beverages & snack items. It May be open till late at nights or 24
hrs.
Dhabas: - Situated on roadside & market places catering cost effective Indian food.
Convenience includes:
Pan shop: - Semi- temporary kiosk located near the road side selling Cigarettes, beverages and
other confectionary items.
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Travel & convenience kiosks: - Permanent kiosks within the airports/ railways/ bus stand
premises (inside or outside) selling only beverages or a food & beverage kiosks.
PRE-SALE CONCEPT
This is the new concept that had started from the year 2007. In the Pre-Sale the company takes order
one day before and accordingly company delivers their products for each route.
3 Tier Rack.
1 Tier Rack.
Aerial Mobile Hanger.
Table Top Display.
Self Display
CONVENIENCE
Shelf Display
Table Top Rack.
Aerial Mobile Hanger
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HYPOTHESIS TESTING
1) Hypothesis:
(A) Null hypothesis (Ho): The coke has more consumption then Pepsi.
(B) Alternate Hypothesis (H1): The coke has not more consumption then Pepsi.
(C) Let the level of significance is () = 5% in testing the hypothesis since the
Test is two tailed is Z=+-1.96
TEST FORMULA
Z= P1-P2
PQ [1+ 1]
n1 n2
P= n1P1 +n2P2
n1+n2
Q= (1-P)
Where
P-Total population proportion of Coke & Pepsi
P1-Sample proportion of coke
P2-Sample proportion of Pepsi
n1- sample size of coke
n2- sample size of Pepsi
After calculated value is Z=1.34 which is less then calculated from the table
Z=1.96 hence null hypothesis is accepted.
(66)
2) Hypothesis
(A)Null hypothesis (H0 ):The market share of coke is higher than Pepsi.
(B)Alternate Hypothesis (H1): . The market share of coke is not higher than Pepsi.
(C)Let the level of significance is()= 5% which the hypothesis is tested.
FORMULA
Z = P*-P
P(1-P)
n
P=Sample proportion
P*=Population proportion
n=sample size
The calculated value is less then value calculated from the table that is 1.96,
So the null Hypothesis is accepted.
CONLUSION- The Market share of coke is higher than Pepsi
3) Hypothesis:
(A)Null hypothesis (H0 ):Presale is good for the company.
(B)Alternate Hypothesis (H1): Presale is not good for the company
(C)Let the level of significance is ()= 5% which the hypothesis is tested.
FORMULA
Z = P*-P
P(1-P)
n
P=Sample proportion
P*=Population proportion
n=sample size
The calculated value (1.56) is less than the value calculated from the table thatis 1.96 hence
hypothesis is accepted.
(67)
CONCLUSION
RED is a worldwide project of COCA COLA Company. This project is playing a very important role
for the company. With the help of this project, sale of the company has been increased. Because in
this project there is one market developer who has to ensure that Visi-cooler must be on prime
location, all brands must available, all brands must displayed in brand order i.e. COLOJK. All the
activation elements like warm display
(68)
(69)
(70)
120%
100%
92%
100%
80%
60% 40%
40%
40%
24%
16% 12%
15% 20%
8%
7%
7%
20%
0%
COKE
PEPSI
(71)
Series1
Series2
Series3
Series4
Series5
Series6
% of Market Share
60
40
(72)
% of Market Share
60%
Pepsi
TOTAL
40%
100%
INFERENCE:From the study it is clear that Pepsi is having greater market share in 250 ml pack.
% of Market Share
Coca Cola
65%
Pepsi
35%
INFERENCE:It is clear from the study that Coca Cola is leading in the market share of 300 ml packs.
% of Market Share
60%
40%
INFERENCE:From the study it is clear that Coca Cola India captured the major part of market in 500 ml pack.
(75)
% of Market Share
45%
55%
Pepsi
55%
Coca Cola
Pepsi
INFERENCE:From the study it is clear that Pepsi is leading in market of 2000 ml pack.
COCA COLA
PEPSI
COKE
10
15
THUMS UP
75
ANALYSIS:90 % of the segment belongs to Coke & Thums up, which is manufactured by Coca Cola India.
10 % of the segment belongs to Pepsi Cola, Which is manufactured by Pepsi Co.
INFERENCE:From the study it is clear that major market share in Cola segment belongs to Coca Cola India. Which
include market share of Coke with 90 % and thums up with 10 %.
(77)
COCA COLA
FANTA
43%
INFERENCE:It is clear by the study that Pepsi Co manufactured drink MIRINDA is the market leader in orange
segment of soft drink with a market share of 57 % when compared to FANTA, Which have 43 % of
market share.
(78)
90
INFERENCE:From the study it is clear that Cola India is market leader in the cloudy lemon segment with 90 %
when compared to 10% market share of its competitors.
COCA COLA
PEPSICO
(79)
7UP
10
INFERENCE:-
It is clear from that the study that Pepsi co. has major market share in clear lemon market segment
with 100 % which include the market share of 7Up with 10 % & Mountain Dew with 50 % when
compared to sprite which is manufactured by Coca Cola India and has 40 % of the market share.
PEPSI
(80)
40%
Mango Flavor
60
40
20
MAAZA
SLICE
INFERENCE:-From the study it is clear that--NCSD brand of Coca Cola India MAAZA is leading in the market.
(81)
COMPANY
No. of the crates
% of market share
25000,
70%
PEPSI CO.
17000
30%
70
70
60
50
40
30
30
20
10
0
Warm
Cool
ANALYSIS:-
(82)
BRANDS
% CONTRIBUTION
THUMS UP
45%
COKE
3%
SPRITE
25%
LIMCA
10%
FANTA
10%
MAAZA
7%
TOTAL
100%
(83)
MARKET SHARE
BRANDS
7
4
1
0% 20% 40% 60% 80% 100%
VALUE
ANALYSIS:-
45 % Indian
market.
(84)
Contribution of Fanta in over all market share of Coca Cola India is 10%.
Contribution of Maaza in over all market share of Coca Cola India is 100%.
INFERENCE:Thums Up leads the over all brand contribution in the market share of Coca Cola India followed by
Coke.
(85)
% CONTRIBUTION
45
5
20
20
10
100
ANALYSIS:-
Contribution of 200 ml pack in over all market share of Coca Cola India is 45 %.
Contribution of 250 ml pack in over all market share of Coca Cola India is 5 %.
Contribution of 300 ml pack in over all market share of Coca Cola India is 20 %.
Contribution of 600 ml pack in over all market share of Coca Cola India is 20 %.
Contribution of 2000 ml pack in over all market share of Coca Cola India is 10 %.
(86)
INFERENCE:RGB (returnable glass bottle) i.e. 200 ml , 300 & 600 ml packs are the major sources of contribution
in overall market share of Coca- Cola India.
SPRITE
45%
PEPSI
DEW
55%
(87)
PET
30%
COLA
RGB
70%
INFERENCE:From the analysis we found that RGB is covering 70% of total coke market and PET is covering 30%
of market.
(88)
SWOT ANALYSIS:-
STRENGTH:
Good market penetration.
Motivated channel partner.
Well defined routes.
WEAKNESS:
All brands were not available in at least 80% shops.
Complaint handling was not up to mark.
Supply in certain area is very irregular and also route agents are not covering full
routes( Gumti, Gadereinpurwa.)
Poor signage and display is making the routes week for the sale of Pepsi.
Interpersonal relationship with the company officials and the route agent is not satisfactory.
OPPORTUNITY:
It is observed that in some newly establishing areas many new outlets are opening , Pepsi needs to
concentrate on these new outlets and can gradually increase its sale in these area.
Large number of mix outlets can be changed to Pepsi exclusive and coke exclusive to mix only by
luring them good and efficient supply, glow sign and cooling equipments.
THREATES:
Coke is the only nearest competitor and it is catching up in the market penetration through price
skimming and other promotional scheme.
(89)
FACTS
1. Coca Cola India has the greater numeric availability has compare to its archrival Pepsi
co.
2. Coca Cola India is the market leader to 200 ml pack with near about double market
share.
3. Coca Cola India has greater market share in the 250 ml pack.
4. Coca Cola India is leading in the market share of 300 ml pack.
5. Coca Cola India captures major part of market share.
6. Pepsi Co. is leading in market of 2000 ml pack.
7. Pepsi Co. is market leader in orange segment.
8. Pepsi Co. has the major market share in clear lemon market segment.
9. Coca Cola India is the market leader in the cloudy lemon segment.
10. Pepsi C. has better market share in NCSD brand than Coca Cola India.
11. Coca Cola India has the major market share when compared to Pepsi Co.
12. Major market share in cola segment belongs to Coca Cola India.
(90)
(91)
market
ml
FINDINGS
Following are the findings of the survey, which I observed during the survey:
According to analysis Salesman informed more about the promotional schemes as compared
to other.
Cash is more demanding item in market by outlets as because it gives them a financial support
to their business.
The outlets join the schemes to motivate themselves by getting high prize by company.
Coke ahs better condition in comparison of Pepsi in CAD & NCSD both case.
(92)
SUGGETIONS
1. Coca Cola India should concentrate on the sales of the 600 ml & 2000 ml packs.
2. The company can take better promotional measures to lead in NCSD segments.
3. Coca Cola India must try to improve its market share in clear lemon & orange segment.
4. Coca Cola India should launch sales promotional activities with Sprite against Mountain Dew
to capture full market share.
5. It is suggested to have Customer Care Manager for market penetration of Coca Cola India.
6. It is suggested to have different sales promotion tools at different routs.
7. Coca Cola India should provide promotional scheme to its primary customers.
8. Coca Cola India should take some action to stop falls commitment to primary customers as it
is tarnishing the image of company.
(93)
INTERPRETATION
Many retailers joined the schemes to get something back from the coke. This provides to be a
motivating factor for them.
Coke Co. ahs launched a display scheme to SPRITE to enhance the market share of it against
DEW in Lucknow City.
As the figures say that short terms schemes for 6 month gives more time to outlet to achieve
their target.
(94)
LIMITATIONS OF STUDY
1. Retailers are reluctant to discuss the problems in detail and are not willing to provide the
exact information of each brand and sizes to the researcher.
2. The no. of outlet sample was less to draw any conclusion of channel wise sales.
3. The time period of study is just 8 weeks, under such constraints the study cannot be
undertaken comprehensively.
4. Geographically area of Lucknow was a big one and outlet were locationally scattered in the
nature. Thus was a difficult thing to cover even a single route in a day.
5. It being a dynamic market, where competition is cut throat, even outlet change their
response very frequently, thus at a time are biased.
(95)
RECOMMENDATIONS
These are the following suggestions, which I recommend to the distributor.
Launching schemes which should act as counter attack schemes for competitors
In order to raise the sales and compete he market the distributor should give some extra
scheme to its retailers.
(96)
BIBLIOGRAPHY
The Basics of Coca-Cola: Publisher: Coca-Cola Company
Books: (1) Author Name
G.C.Beri
Book Title
Marketing Research
Publisher
Pages of Citation
Publisher
Philip Kotler
marketing Management
-
SITES:
www.google.com
www.coca-colaindia.com
www.thecoca-colaindia.com
(97)
QUESTIONNARE:
Name of outlet:Contact person:
Address:1. Type of Channel:(a) Eat & Drink (b) Grocery (c) Convenience (d) Institute (e) Other
Pepsi
(a) Empty
Coca-Cola
(i)
(i)
(b)Vision/Oya
(ii)
(ii)
(iii)
(iii)
(d) Signage
(iv)
(iv)
Packs
Pepsi
(a)
200ml
(i)
(i)
(b)
300ml
(ii)
(ii)
(c)
500ml
(iii)
(iii)
(D)
2000ml
(IV)
(IV)
(v)
(v)
(E)
Aquafina/Kinley
(98)
Coca-Cola
5. Types of Status:
6. Retailer satisfaction equipment:
(i) Which company provides better scheme (V.C\O.Y.A)?
(a)
7.
Pepsi
(b)
Coke (c)
Both
(d)
None
(iii)
(a)
Pepsi
(b)
Coke
(c)
Both
(d)
non
(a)
Pepsi
9.
Both
(d)
None
OUTLET ADDRESS:
B-
CONTACT NO:-
C-
STATUS
D-
LEADING BRAND
(a)Thums up
(a) Share
(b) Monopoly
(99)
E-
(a) 200
F-
(b) 250
OUTLET CATEGORY
(a) E & D
G-
(c) 300
(b) CON
(c) GROSSERY
OUTLET CHANNEL
(A)-BRONZE
(B)-SILVER
(C) GOLD
(D) DIMOND
2, INCOME GROUP
LEVELS
(A) HIGH
(B) PEPSI.
(B) PEPSI.
(B) PEPSI.
(B) PEPSI.
(100)
(B) PEPSI.
(B) SPRITE
RETAILOR S SIGNATURE
(101)