1

ON

OF

The world’s most recognized trademark in the World!

It is recognized by 94% of the world’s population

FOR

HINDUSTAN COCA-COLA BEVERAGES PVT.LTD.,

PANKI INDUSTRIAL AREA, DADA NAGAR KANPUR.
SUBMITTED IN SUMMER TRAINING OF PGDM PROGRAMME OF
MAHARISHI INSTITUTE OF MANAGEMENT, MAHARISHI NAGAR,
NOIDA.

UNDER GUIDANCE OF:

MR. DEERAJ AGRAWAL
(SALES TRAINING LEADER)
SUBMITTED BY:
PRIYANKA GUPTA
PGDM II SEMESTER
2007-2009

MAHARISHI INSTITUTE OF MANAGEMENT,

MAHARISHI NAGAR, NOIDA (U.P.)
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ACKNOWLEDGEMENT

I would like to express my heartiest gratitude to Mr. Shitala Singh (Area Team Leader
HR) And Mr. Gaurav Dubey (Marketing Manager) Hindustan Coca Cola Beverages
Private Limited. Panki Industrial Area, Kanpur for giving opportunity to associate
myself to the world’s largest soft drink company and to carry out my project titled
“Right Execution Daily Survey”.

I am sincerely thankful to Mr. Deeraj Agrawal (SALES TRAINING

LEADER) under whose guidance I have successfully completed this project and the
time spend with him has been a great learning experience. I think him for his constant
encouragement, warm response and for filling every gap with valuable ideas that has
made this project successful.

I would also give special thanks to all the outlet holders to whom, I visited for their
support, information, co-operation, advice to complete my project details would also
given my sincere thanks to all the staff and the members of Hindustan Coca-Cola
Beverages Private Limited.

I wish to express my heartiest gratitude to Dr. A.K.Pathak (Director)

Maharishi Institute of Management, Maharishi Nagar, Noida (U.P.).

PRIYANKA GUPTA
PGDM II SEMESTER
2007-2009

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MEANING OF PROJECT

The word “Project” has great specification in the field of management before starting
any work we must have an idea about its basic. The meaning of the “PROJECT” is as
follows: -

“P” – The word ‘p’ signify the phenomenon of planning, which deals symbolization and
proper arrangement of sensex and suggestion on respectively in accordance with need.

“R” – It stand for associated with word resource with which guides to promote
planning.

“O” – This letter stands overhead expenses on unestimated expenses, which occur in
manufactures designed or layout of project.

“J” – This letter stands for joint efforts i.e. Project work which is undertaking should
be completed with a combined effort.

“E” – This stands for engineering i.e. worker undertaken is to be employing technical
process.

“C” – This stands for the phenomenon of constriction on which is more essentially and
basic form of work.

“T” – This stands for the techniques unless techniques to work is not Known.

CONCLUSION: - In general we came to conclusion. That project is systematic

conclusion discussed proposed particular subject which, include complete
information about required to machine tools, appliances need the various
operation required to be done in well sequences.

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INTRODUCTION

“Coke would rather be long term wiser, than being short term smarter”

Abraham Ninan
Director External Affairs,
Coca-Cola, India

COCA COLA ENTERPRISES INC.

TYPE : PUBLIC (NYSE:CCE)

FOUNDED : 1926

HEAD QUARTERS : ATLANTA, GEORGIA, U.S.A.

CHIEF EXECUTIVE OFFICER : JOHN BROCK

CHIEF FINANCIAL OFFICER : WILLIAM W.DOUGLAS

INDUSTRY : BEVERAGES

REVENUE : $19.800 BILLION USD

OPERATING INCOME : $1.495 BILLION USD

NET INCOME : $1.143 BILLION USD

EMPLOYEES : 73,000 (APPROX)

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INDEX
TITLE PAGE PAGES NO.
AKNOWLEDGEMENT
MEANING OF PROJECT
INTRODUCTION
CHAPTER 1: INTRODUCTION…………………………………………….8

 OBJECTIVE OF THE STUDY

 SCOPE OF THE STUDY
 R.E.D. CONCEPT
 PRE SALE CONCEPT

CHAPTER 2: PROFILES…………………………………………………...14

 HISTORY OF THE COMPANY

 EARLY GROWTH
 WARTIME DEVELOPMENT
 POSTWAR GROWTH
 RECENT DEVELOPMENTS

CHAPTER 3: INDUSTRIAL PROFILE………………………………..22

 SOFT DRINK INDUSTRY IN INDIA

 COCA-COLA IN INDIA
 VISION OF COCA-COLA IN INDIA
 MISSION OF THE COCA-COLA IN INDIA

CHAPTER 4: PRODUCT PROFILE……………………………………..29

 SOFT DRINK INDUSTRY IN INDIA

 COCA-COLA IN INDIA
 VISION OF COCA-COLA IN INDIA
 MISSION OF THE COCA-COLA IN INDIA

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CHAPTER5: THE COMPETITIVEAREA………………………………40

 THE COMPETITIVE AREA AMONG COKE AND PEPSI

 ADVERTISING
 ADVERTISEMENTS TARGETED BY COKE
 PROMOTION BY THE COMPANY

CHAPTER 6: MARKETING DEPATMENT……………………………54

 MARKETING DEPARTMENT
 SALES PROMOTION TECHNIQUES OF COMPANY
 CRITERIA FOR PROVIDING FREE CHILLING EQUIPMENTS
 S.G.A PROVIDING COMPANIES

CHAPTER 7: MATHODOLOGY………………………………………..58

 RESEARCH METHODOLOGY
 DATA ANALYSIS

CHAPTER 8: HYPOTHESIS…………………………………………….67

 TESTING OF HYPOTHESIS
 SWOT ANALYSIS

CHAPTER 9:CONCLUSION……………………………………………72

 CONCLUSION
 FINDINGS
 SUGGESTION

CHAPTER 10: QUESTIONAIRE……………………………………….77

 QUESTIONAIRE
 DECELARATION
 REFRENCES

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CHAPTER - 1

INTRODUCTION

OBJECTIVE OF THE STUDY

SCOPE OF THE STUDY
R.E.D. CONCEPT
PRE SALE CONCEPT

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OBJECTIVES OF THE STUDY

The survey was conducted in KANPUR city in keeping following

objectives in view:

 The survey was done to find out the present status of Thums Up,

Coca-Cola, Fanta, Limca & Maaza in the retail outlets.

 To find the receptivity of the brand among the retailers and

consumers particularly of eating & drinking, grocery store, and

convenience shops.

 To study the distribution and marketing strategy of thums up, coca-

cola, fanta, limca, and maaza- the major competitor in this category.

 To find out available opportunities in the market by finding gaps in

competitor’s penetration.

 To collect data about the retailers that can be used for activating new

channels and merchandising opportunities.

 To find out ways to increase the sales of the new launches in different

channels.

 To determine the market share of COCA-COLA Company.

 To study the “Pre- Sale CONCEPT” of COCA-COLA Company.

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SCOPE OF THE STUDY

Scope of the study for COCA-COLA, by this study, the company will come
to know: -

 Through this study company can know about its growth.

 This study will also help to the company to know about their new

concepts position in the market.

 This study will also help to the company to know about its

promotional activities.

 Through this study company will know about the availability of its

products in the market.

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R.E.D CONCEPT
R.E.D is the survey method that company started earlier. For the
survey of R.E.D., Company had 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.

ABOUT THE R.E.D SURVEY

 The survey named as R.E.D. (RIGHT EXECUTION

DAILY).
 The survey has been conducted to check the cooler
management, availability of products & activation of
coca-cola in various outlets.

The survey was based on three topics: -

 Firstly, I have to check the cooler management i.e. the

cooler that was provided by the company to the
customer, are properly managed/working or not. And
lastly the most important aspect of cooler
management was the brand order.
 Secondly, I have to check the availability of the
product i.e. whether the product is available to the
customer or not.
 Lastly, 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 is very helpful in
attracting the customers. Rack with header is
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provided to the Grocery outlets, which should be fully
charged.

Right Execution Daily (R.E.D) is the diversification of outlets as

Channel, Class, and Income. Let’s know what are the Channel, Class, and
Income respectively.

CHANNEL
Which type of outlet is this like E&D (Eating & Drinking), GROCERY, or
CONVENIENCE?

E&D
Like restaurant must have 5 tables with chairs.

GROCERY

Like general store.

CONVENIENCE

Like Pan Shop.

CLASS

Which class outlet has like SILVER, GOLD, or DIAMOND?

SILVER

Those outlets, which sells 200-499 carets per year.

GOLD

Those outlets, which sells 500-799 carets per year.

DIAMOND
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Those outlets, which sells 800 & above carets per year.

INCOME

Whoever costumer comes on shop which income class they belongs like
high Income, medium Income, low Income.

R.E.D.

(RIGHT EXECUTION DAILY)

OUTLET WISE DISTRIBUTION OF R.E.D

CHANNEL CLASS LOCALITY INCOME GROUP

Convenience Diamond High

Ex –Pan shop, P.C.O etc. >800c/s sale

Grocery Gold Medium

Ex – General store, 500-799c/s sales

Provision store etc.

E&D (Eating and Drinking) Silver Low

Ex – Restaurant, Hotel etc.

PRE-SALE CONCEPT

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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.

CHAPTER – 2

HISTORY OF THE COMPANY

EARLY GROWTH
WARTIME DEVELOPMENT
POSTWAR GROWTH
RECENT DEVELOPMENTS

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HISTORY OF COCA-COLA

T
his story begins in Atlanta, Georgia on May 8, 1886, when a
pharmacist called Dr. John Smith Pemberton first mixed Coca-
Cola in his back yard. This formula, which was made from
carbonated water, cane sugar syrup, caffeine, extracts of kola nuts and cola
leaves, was brought to the nearby Jacobs’ Pharmacy where it made its
Debut as a soft drink the same day, selling for only 5 cent. His bookkeeper
named this drink “Coca-Cola” after the first two ingredients and the same
distinctive script he wrote it in is the same logo they use
To this day.

In January 1893 Coca-Cola was registered with the U.S. patent

office. Later on in 1915 the Root glass company created the famous contour
glass bottle for Coca-Cola in 1915.

In 1917 Coca-Cola was found to be the world’s most recognized

trademark with a record of 3 million Coke’s sold per day. Unfortunately,
John Pemberton fell ill, and did not live to see his product’s success.

Sadly, in the first year of Coke’s existence, Pemberton and his

partner only made $50. Pemberton sold two third of his business in 1888 to
cover his losses and keep the business afloat.

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He died later that year, and Mr. Candler, an Atlanta druggist,
purchased total interest in Coca-Cola for an unbelievable $2,300 in 1891. In
1891,Candler and his brother formed the Coca-Cola Company.

EARLY GROWTH

In 1893 Candler registered Coca-Cola as a patented trademark. He

also responded to growing concern over the dangers of cocaine by reducing

the amount of coca in the drink to a trace. However, he kept some coca

extract in Coca-Cola so the name would accurately describe the drink.

Candler only had a patent on the name, and not the drink syrup that is, the

drink’s base, containing all the ingredients minus carbonated water. He

figured that keeping the Coca in his formula would legally allow the

company to distinguish its drink from imitations. Other companies also

produced soda drink made with cola nut extract. In particular, the Pepsi-

Cola Company would become Coca-Cola Company’s major competitor

over the next few decades.

Candler also spent more than $11,000 on his first massive advertising

campaign in 1892. The Coca-Cola logo appeared across the country

painted as a mural on walls; displayed on posters and soda such as

calendars and drinking glasses. In addition, Candler was the first person

ever to use coupons to gain customers for a product. He distributed flyers

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offering free soda fountain glasses of Coca-Cola to people visiting his

drugstore.

In 1894 the Coca-Cola Company opened its first Coke syrup

production plant outside of Atlanta, in Dallas, Texas. That same year a

candy storeowner in Vicksburg, Mississippi, installed bottling machines

and produced the first bottled Coke. It had previously been sold only at

soda fountains. By 1895 the drink was sold in all U.S. states and territories.

In 1899 lawyers Benjamin Thomas and Joseph Whitehead of

Chattanooga, Tennessee, bought the exclusive right to distribute Coke

syrup to bottles throughout most of the country for only on dollars, at the

time, Candler saw little profit in bottling and was more than willing to give

up that part of the business.

In 1915 the Root Glass Company created a couture glass bottle for

Coke, its design based on the curvature of a coca bean. This bottle design

became a Coke trademark worldwide. The same year, Candler retired from

the company, passing it on to his children and moving into polities. He was

elected mayor of Atlanta in 1916.

In 1919 the Candler family sold Coca-Cola to businessman Ernest

Woodruff of Columbus, Georgia, for $25 million. Woodruff son, Robert,

was elected company president in 1923. Robert Woodruff was a skilled

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marketer, and he put more of the company’s resources into market

research than manufacturing Coke.

WARTIME DEVELOPMENT

During World War II (1939-1945), Woodruff also boosted

Coke’spopuler image in the United States by pledging that his company

would provide Coke to every U.S. soldier. The company did not limit itself,

however, to only doing business that would increase its success in America.

In the period leading up to the war, between 1930 and 1936, it had set up a

division of the company in Germany, and it continued that venture during

the war. It recreated its image as a German company and allowed the

Germans to produce all but two, secret, Coca-Cola ingredients in their own

factories.

In 1941 the German company’s president, Max Keith, developed

Fanta orange soda using orange flavoring and all the German-made Coke

ingredients. The Coca-Cola Company’s wartime efforts helped it expend its

global market, often with the economic support of the U.S. government.

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By the end of the war in 1945, it had established 64 overseas

bottling plants. The same year the company registered a patent on Coca-

Cola’s popular nickname, COKE.

POSTWAR GROWTH
In 1955 Robert Woodruff retired as the Coca-Cola Company’s

president. Candler and Woodruff are remembered as the two most

important figures in the company’s early growth, both for their

contributions to the company and their considerable fortunes donated to

the city of Atlanta. After Woodruff departure, the company began to

diversify by producing new products, acquiring new business, and entering

new international markets.

In 1960 the Coca-Cola Company purchased the Minute Maid Corp.

producer of fruit juices and began offering Coke in cans. Between 1960 and

1963 it also launched four new soft drink in the United States: Fanta, an

orange soda; Sprite, a lemon-lime soda; Diet Cola; Diet grapefruit-flavored

soda. In 1964 the company acquired the Duncan foods crop. In 1967, it

created the Coca-Cola foods division by merging its Duncan and Minute

Maid operations.

In the late 1960s, Coca-Cola faced difficulties in some of its foreign

markets. When the company built a bottling plant in Israel at the outset of

the Arab-Israel War, the governments of all Arab League nations banned

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the production and sale of Coke. A year later the company withdrew

from its markets in India when that country’s government requested that

Coca-Cola reduces its equity in joint ventures to 40 percent. The company

refused to relinquish so much control over those operations.

In 1977 Coca-Cola began packaging Coke and other drinks in two-

liter plastic bottles. The popularity of these large bottles grew over time,

and their sales earned the company new project, primarily in small

specialty and convenience stores.

In 1982 the company introduced Diet Coke, which soon becomes the

best-selling diet soft drink in the world.

Also in 1982, Coca-Cola purchased the motion-picture company,

Columbia Picture Industries, also know as Tri-star Pictures, for almost

$700 million. Two year later, the company sold off its Columbia holdings

and other media acquisitions to Sony Corporation for over $1.5 billion.

By 1984 Pepsi-Cola had gained on Coke’s previous domination of the

U.S. market to the point that the two had almost equal sales. In an attempt

to return market dominance, the company attempted the first-ever reason

of the original Coke recipe. The American public largely rejected New

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Coke, and so the company quickly returned to also producing the old

recipe under the name Coca-Cola classic.

RECENT DEVELOPMENTS

In 1986 The COCA-Cola Company consolidated all of its no

franchised U.S. bottling operating as Coca-Cola Enterprise, Inc. The new
company began acquiring independent bottling companies, a venture that
grew into the world’s largest bottle of soft drinks by 1988, while Coca-Cola
Enterprise distributes over half of all Coca-Cola products in the United
States, small franchises businesses continue to bottle can and distribute the
company’s drink worldwide.

In 1987 The Coca-Cola Company was fisted in the prestigious Dow

Jones Industrial Averages index of stock market performance. Its stock is
traded on the New York Stock Exchange. Coca –Cola and Pepsi Company
products occupied nine of the top ten spots in the U.S. soft drink market in
themed-1990s.

Worldwide, Coca-Cola ranked first in soft drink sales, and the

company earned almost 80 percent of its profits from international sales.

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CHAPTER – 3
SOFT DRINK INDUSTRY IN INDIA
COCA-COLA IN INDIA
VISION OF COCA-COLA IN INDIA
MISSION OF THE COCA-COLA IN
INDIA

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SOFT DRINK INDUSTRY IN INDIA

INTRODUCTION

The Indian Soft-Drink Industry is a 3500 crore rupee Industry

comprised of consumer’s throughout the country, and of all ages. The
industry has been comprised of all Indian Soft-Drinks manufactures and
the multinational Coca-Cola up to 1976.
From 1976 to 1989, the industry only comprised of Indian
manufacturers namely, Parle, Campa-Cola and Dukes. Decades of 90’s
have brought changes in Government Policies of liberalization, which has
helped user in two huge American Multinational Pepsi-Cola international
and Coca-Cola.
THE CHRONOLOGY OF SOFT-DRINK SCENARIO IN
INDIA
1977
 Refusing to dilute its equity stake, Coca-Cola winds
up it operations in the country.

 Thums-Up from Parle and Campa-Cola from Pure

Drinks launched.
1986
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 An application for a soft drink cum snack food joint
venture by Pepsi. Voltas and Punjab agro is submitted
to the Indian Government.

1988
 Final approval for the Pepsi food limited project
granted by the Cabinet committee on economic affairs
of the Rajeev Gandhi Government.

 Coca-Cola South Asia Holding Incorporation of the

U.S. files an application to manufacture soft drinks
concentrate in Noida (Delhi) free trade zone.
1990
 Pepsi Cola and 7 Up launched in limited market in
North Indian.

 The Government clears the Pepsi Project again but

with the brand name changed to Lehar Pepsi.
Simultaneously, it also rejects the application of Coke.
Citra hits the market from the Parle Stable.
1991
 Britco food files an application before FIPB to set up
a new 50 crore facility in Maharashtra.

 Pepsi extends its soft drink reach on national scale.

Products launched in Delhi and Bombay.

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 Britco foods application cleared by the FIPB, Pepsi
and start initial negotiations for a strategic alliance
but talks break of after a while.

1993
 Pepsi launches Teem and Slice to counter Limca and
Maaza respectively from Parle. Pepsi captures about
30% market share in about two years.

 Coke files an application for a 100% owned soft

drinks company with FIPB, Decides to part ways with
Rajan Pillai. The Government clears the Coke
application in record time.

 Voltas pulls out of the Pepsi Food Limited joint

venture. Pepsi decides to buyout the Voltas share and
raises its equity to 92% Report of Coke Parle joint
gain strength.

 Pepsi launched 1 liter bottles in Pepsi-Cola, Mirinda

and Teem flavors. Sweeps off the 100ml segment over
Pure Drinks.

 Coca-Cola buys out Parle and major leaders of the

market, Ramesh Chauhan, becomes a part of the
Coke game plan.

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 Fountain Pepsi launched in the Northern part of
India.

 Coca-Cola hits the Indian in 300 ml at the price of 250

ml. Equity 100% for Coca-Cola.

 Pepsi jump up in to Mineral Water name Aquafina.

2000
 Coca-Cola Indian has registered a growth of 18th

percent in its net sale during the first quarter of the

current fiscal year.

 Hrithik the burning sensation of Bollywood is hired to

advertise Coke is very effective.
2001
 Coca-Cola upgraded from 1.5 ltr. To 2 ltr.

 Coke hired Ashwaria, Amir Khan and Hrithik for

effective advertising.

COCA-COLA IN INDIA

The Coca-Cola Company entered India in the early 1950s. It set up

four bottling plants at Bombay, Calcutta, Kanpur and Delhi.

In 1950 as there were negligible companies in Indian market

therefore Coca-Cola did not face much competition and they were accepted
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in Indian market more easily. By the end of 1977 Coca-Cola had
captured more than 45% of market share in India. Then Coca-Cola left
India following public disputes over share holding structure and import
permit.

As per FERA REGULATION the company was required to India

close operation by May 5, 1978 yet strongly enough the company’s
operation come to end in July 1977.

In October 1993, Coca-Cola returned to India after 16 years of

absence with the slogan “Old waves have come to India again” first
launched in HATHRAS near AGRA HOME of the famous TAJ MAHAL.

At this time Parle was the leader in soft drink market and had more
than 60% of the total market share in soft drink Coca-Cola joined hand
with Parle and strategic alliance with Parle export give the company
instant ownership of the nation top soft drinks brands Thums-Up, Limca,

Citra, Gold Spot and Maaza access to Parle’s extensive 62 plant bottling
network and a base for the rapid introduction of the company’s
international brand by striking a $40 million deal with Parle Coke almost a
clear sweep and made it goal as “To become an all occasion drink not a
special treat beverage”.

VISION OF COCA-COLA IN INDIA

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

MISSION OF THE COCA-COLA IN INDIA

Create consumer products, services and communications customer’s

service and bottling system strategy processes and tools in order to create
competitive advantage and deliver superior value to:

 Consumers as a superior beverage experience.

 Consumers as an opportunity to grow profits through the use
of finished drinks.
 Bottlers as an opportunity to make reasonable to grow profits
and volume.
 TCCC as trademark enhancement and positive economic value
added.
 Suppliers as an opportunity to make reasonable profits when
creating real value added in an environment of system wide
teamwork, flexible business system and continuous
improvement.
 CCI associates as superior career opportunity.
 Indian society in the form of a contribution to economic and
social development.

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CHAPTER – 4

PRODUCT PROFILE OF COCA-COLA

CONSUMER CHOICE AT A GLANCE
DIFFERENT PLAYERS IN THE SOFT
DRINKS MARKET
WHERE THE MONEY GOES
MODUS OPERANDI

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PRODUCT PROFILE OF COCA-COLA

There are nine brands of coca-cola in India and they are differ in
taste, flavor and also in their colours.

1.COKE

Coke is considered to be a cola drink. It is generally preferred by all

sections of consumer. This is a case cow brand for the company in terms of
sales revenue.

2.THUMS-UP

Thums-up is also considered to be a cola drink. It is hard in

comparison to coke. It is preferred by all section of consumers but
especially to teen-agers. It is a big source of company to cash its publicity.

3.LIMCA

Limca is considered to be lemony in taste, and comes under the

category of cloudy lemon because of its colour, which is similar to that of
clouds. It has to yield good sales revenue. It is generally preferred by
Children & Women.

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4.FANTA

FANTA ORNAGE, It is orange flavor & preferred by Children &

Women.

5.MAAZA

MAAZA MANGO, in maaza cold drink no gas only based on juice. It

is a non-aerated soft drink. It is preferred mostly Children & Women.

6.KINLEY SODA

This is a soda drink. It has no colour and no flavor. It is generally

used with alcohol and used by adults.

7.SPRITE

Sprite is a good product at cola and contains at lemon flavor.

8.KINLEY WATER

Kinley water is a fresh and mineral water and market competitor of

Bisleri and Aquafina.

9.MINUTE MAID

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In Minute maid pupply orange cold drink no gas only based on
orange juice. It is a non-aerated soft drink and market competitor of
Tropicana Twister.

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CONSUMER CHOICE AT A GLANCE

Coca-Cola Mainly preferred by the Youngster & Kids.

Thums-Up Youngster.

Limca Common Drink.

Fanta Basically Preferred by Ladies and Kids.

Maaza Also Ladies and Kids.

Sprite Not clearly defines.

Kinley Soda Mostly those who consume liquor.

DIFFERENT PLAYERS IN THE SOFT DRINKS MARKET

PEPSI

Caleb Brandhum, a North Caroline Pharmacist, structure Pepsi Cola

in the 1890’s as cure of dyspepsia (indigestion). In 1902, Bradhum applied
for a trade mark, issued ninety seven share of stock and began selling Pepsi
syrup in earnest. In his first year of business he spend $1900 on advertising
a huge sum that he sold only 8000 gallons of syrup. In 1905 Bradhum built
Pepsi’s bottling plant. By 1907 he was selling 10,000 gallons a year, two
years later, he hired a New York advertising agency. After passing through
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many troubles for some period now Pepsi is a market leader in
international arence and is available in 187 Nations throughout the world

in 18 flavors having its Head Office in New York, United State. Pepsi has 13
bottlers with 26 plants in India. Through this compared with 60 plants of
Coke is quite less, yet the market share of Pepsi has increased quite
significantly.

PEPSI IN INDIA

This $3040 billon, New York (U.S.) based Pepsi Company, had to
start from scratch after entering the country in 1989. Deep blue Pepsi, is a
broad based food and beverage company, deriving more than 60% of it’s
sales and operating profits from it’s snack foods and restaurant business.

Pepsi started its commercial production in 1990 with plants, one at

Channo (Sangrur) and other at Jahura (Distt. Hoshiarpur). Pepsi drink,
which was introduced six year back, has now become the household name
thought the country.

The Marketing efforts of Pepsi in the first three year were so

successful, that Pepsi had taken major market share of Parle and Parle has
to face hard times. Pepsi-Cola has been positioned as a drink for the young.
It’s popular slogan “YEHI HAI RIGHT CHOICE BABY” go to show that
appeal is significantly for the younger generation in a popular, much aired
commercial, Bollywood star Sachin Tendulkar. Began to cdroon in the tune
only after he’d guzzled, the right cola, made the smart choice (A-Ha!).

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Behind the hype in an effort invisible to consumer Pepsi pumped in
Rs. 300 crore to add muscle to its infrastructure in bottling and
distribution.

At present Pepsi is at war with Coke at National level.

CADBURY SCHWEPPES

Cadbury Schweppes are joined force of Cadbury found in 1824 of

U.K. and Schweppes of Ireland founded in 1783. Cadbury Schweppes is
unified bussing which manages the relations his with over 240 franchised
bottling operation on Zambia and Zimbabwe. Cadbury Schweppes has
fottlery and partnership operations in 14 countries around the world.

CADBURY SCHWEPPES IN INDIA

May 1995 one more soft drink Cadbury Schweppes entered the
Indian soft drink market and now the competition in this industry is more
due to rise in the number of competition and also due to large product
range that they all are offering to the market. Cadbury Schweppes, just
about two year old in India udebtufues with the guerilla. Number three in
the aerated soft drink market after Pepsi and Coca-Cola Company; it is
resorting to some very smart footwork to gain its share of silence.

The company wants to be number one in the non-cola aerated soft

drink market, to which end it has unabashed a series of tactics. “WE
DON’T DIRECTLY HIT COMPETITION BUT CHOP AT AWAY AT THE
ENGED”. Says Ashok Jain C.E.O Cadbury Schweppes India. The idea is to
convert the narrow scrip to a niche and build it to a position of reverence
with a consumer.

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John S. Perberton, who in 1886 first construed coke syrup in his
laboratory, knows little that he had made a formula that would sell one day
to a thirsty market of 13.1 billion dollar coke drinkers.

Perberton was morphine addict who was trying to create marketable

patent medicine. When his experiments led to the new scared Coke
formula. He had only modest success selling Coke in Atlanta and he sold
his formula and right for a pittance. He died in 1888. Atlanta druggist as a
Candler who soon gained control of Coca-Cola is in many way the true
father of coke. He transformed the small time operations in to a nation
wide soda fountain sensation.

Early on, Coke had a distinct cocaine kick, even through corporate,
Coke has long dispute. This piece of America folk care, saying the coke leaf,
was they with the syrup and training needed to produce distributes and sell
the product and above all the most valuable assent, the trademark.

Also coca-cola’s main revenue stream is from the sale of concentrate

of its bottles. In India, the sole rights the manufacturer concentrate rests
with its 100% subsidiary coca-cola beverages near Pune.

A unit of concentrate makes 400 cases (of 24 bottles each) and

according to an estimate generates income of Rs. 20 per case for the parent
company.

Bottlers maintain their production line to coke standard of 600

bottles per minute.

Today the two multinational operates in two ways.

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COBO-Company owned bottling operation, and

FOBO-Franchisee owned bottling operation.

WHERE THE MONEY GOES

Low per capital consumption of soft drink in India may be linked to

the inflated prices of such drinks. But surprisingly it leaves a very low
margin for bottler’s decocanised. Candler had later testified on court that
coke contained a very small proportion of drug without the coke would
never have been as popular as it was its early days. The cocaine was
eliminated in 1903, as panicked reaction to the raising criticism, inflamed
by Newspaper allegations that black coke drinkers were attacking whites.

In 1917, Candler gave almost all of his coke, stock to his children,
who sold out two years later to a syndicate headed by, Atlanta Banker
Ernest Woodruff, for $25 million. Woodruff eventually took over and ruled
the company to its present glory. Woodruff died in 1985.

COKE IN INDIA

Despite the formidable track of its parent (Coca-Cola Company the

$18 billion gaint, based in Atlanta “U.S.”), Coca-Cola India’s record in
Rs.1800 crore soft drinks market is prominent. Coca-Cola entered Indian
market after 16 years from Hathras December 1993 Coca-Cola became the
undisputed leader of the Indian soft drink industry, because if their
acquiring rights of Ramesh Chauhan’s aerated Parle drinks.

36
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With one stroke of the pen, and a bill of 140 crore coca-cola picked
by five brands- Thums Up, Limca, Gold Spot, Citra and Maaza with a
combined market share of 69 percent with Thums Up alone accounting for
56% of the then 650 crore cola segment.

Coca-Cola world’s largest selling soft drink and which sells nearly
half the soft drink of world market its reentry with planned strategy.

MODUS OPERANDI

The multinational soft drink companies carry their business by

licensing bottlers around the country or more technically franchising the
bottlers and supplying also. With retail prices ranging to Rs.9-10 per bottle
(300ml) for consumer and Rs.196 per crate (24 bottles) for retailers. A
bottler must pay as such as 34% of the price per case as excise duty, sales
and turnover tax.

A further 10% goes into expenditure on local advertising and sales

promotion. Distribution and transportation cost takes care of another 10%
Raw material cost, Concentrate, Sugar, Citra, Acid, Bottle caps etc. eat up
another 23% production cost, in terms of fuel, power, maintenance and
labour add up to 14%.

Thus leaving a bottler with a margin of 9%, again 4% of this would

go into warheads and interest charges, trimming down the margin to a
simply 4-5 % a bottling operation, thus is viable only large volume.

(This is also one of the reasons of FOBO being converted in COBO).

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The consumer, obviously, shoulders most of the burden, bottle cost
are also critical component of soft drink business.

Coke is positioning all of its beverages as all seasons’ beverages

rather than only summer drinks; this will greatly help to increase

consumption.

In summer coca-cola was coping with a change, C.E.O-Alex Born has

replaced David Short.

Coke has made India its home; coke is experimenting with mobile

dispensing units at beaches and stadiums, going out towards consumers.

“Our goal is to have available within arm’s reach of desire”. Nicholas once

said (Retd. C.E.O).

While Pepsi wants people to come to them, Coke plans to after

consumer.

Coke’s objective in short run shall be converted Pepsi drinks, rather

than Thums Up drinkers to Coke.

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CHAPTER – 5

THE COMPETITIVE AREA AMONG

COKE AND PEPSI
ADVERTISING
ADVERTISEMENTS TARGETED BY
COKE
PROMOTION BY THE COMPANY

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THE COMPETITIVE AREA AMONG COKE AND PEPSI

The soft drink market all over the world as been witnessing a neck-
to-neck battle between the two major players; Coca-Cola and Pepsi since
very beginning. The thirst quenchers are trying hard to have the major
piece of the apple of overall carbonated soft drink market. Both the players
are spending their energies in building capacity, infrastructure,
promotional activities etc.

Coca-Cola, being 11 years older than Pepsi, has been dominating the
scene in most of the soft drink market of the world and enjoying the
leadership terms of the market share. But the coca-cola people are finding
it hard to deep away Pepsi, which has been narrowing the gaps regularly;
the two are posing threats for each other in every nook and corner of the
world. While coca-cola has been earning most of the part of its bread and
butler through beverages sales, Pepsi has a multi products portfolio with a
handsome portion from the same business.

The two warriors are face to face once again here in India with
different strategies and policies to attack at rival Coca-Cola is focusing
upon the joint ventures with the existing bottlers to enhance its control on
manufacturing and marketing of its product range and attain the quality

40
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standards of its class. Countering its Pepsi has taken the baton in its own
hands by floating and investment of $95 millions to set 6 Pepsin Co. India
Holdings, a subsidiary for company’s owned bottling operation (COBO).
Both of the companies are following different path of reach the same
destiny i.e. to fetch the bigger portion of aerated soft drink market in India.

Both the competitors have distinct vision and priorities about the
Indian soft drink market. Through having so much difference and
distances with each other, they both consider India as a huge potential
market as per capita consumption here in more 3 servings per year against
an international of 80. Throughout, they are putting their best efforts to
woe Indian consumer who has to work for 1.5 hours to by a bottle cross
over for both the athletes running for getting No.1 position.

Coca-Cola is well set with its 53 bottling sites throughout the country
giving it an edge over competition by possessing a well built manufacturing
and distribution set up on the other side of picture, Pepsi, with two more
year in India, has been able to set an image of winner this giants are ready
to turn every stone of opportunity with a mindset of long tenure this time.

Coca-Cola has been penetrating the market through its wide product
range with a determination to change competition pattern of soft drink in
India. Firstly, they upgraded the whole industry by introducing 300 ml
bottles, which in turn, had given the industry a booming growth of 20 % as
compared to earlier 5%. They want to develop a coca culture here and are
working on a strategy to offer soft drink in every possible package. In coca-
cola camp, the idea of competition has not come from Pepsi, but from the
other beverages such as tea, coffee, nibu pani, water etc.
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Pepsi is quite aggressive in its approach to Indian consumer. They
are desperately working in the strategy to be winner side in the hot cola
war between tow big barons. According to Pepsi philosophy it’s the
madness that encourages executives to thin to conjure up those creative
tactics to knock the fizz out of their competition. Pepsi had pumped a large

amount on the visibility of its blue-red-and-white logo. They have been

going with aggressive marketing by putting Sachine Tendulkar and now
Shahrukh Khan in their advertisement to endorses their brand, the role
models for its targeted consumer the teenagers. They have increase the fizz
in the market price by introducing the dispensers called fountain Pepsi and
been enjoying a lead over its rival three.

Coca-Cola on the other hand, has been working on the saying ‘skew’
and stead with ‘race’, side by side retailing to the every move of its
competitor. They have produced the shield of Thums Up with a handsome
market share in India soft drink market. Countering Pepsi; international
commercial that used two chimpanzees to coke a snack at coke, Thums Up
came with the aid line, “Don’t be Bandar, taste the thunder” Also Thums
Up has been positioned now very near to that of young in age of Pepsi and
giving it tuff time.

Everything has been put on fire by these cool merchants. If Coke got
the status of the “Official drink of Wills World Cup”, Pepsi blushed as
“Nothing official about it”. As Thums Up projected as ‘Saare Jahan Se
Achchha’. Pepsi was passionate enough with ‘Freedom to be’. When

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Thums Up came up with ‘Thunder Blast’, the other one offered, Pepsi
‘Stuff Card’. If red color is meant for Coke, Pepsi has chosen to be Blue. In
this way, Indian consumer is getting more fizz and punch from the two big
brothers and he has to given not about the winner.

ADVERTISING

Advertising is non-promotion of goods and services, by a sponsor (a

firm or person) who can be identified and who has paid for this

communication. This purpose of advertisement is to sell something a good

service, idea person or place, either now or later this goal, reached by

setting specific objective that can be expressed individual ads. Those are

incorporated into an advertising campaign recall again from the buying

decision process that buyers go through a series of stages from

unawareness to target customers to the next stage in the hierarchy say

from awareness to interest.

Advertisement plays an important role in the success of coca-cola

product since its first newspaper ad. In 1886 that red, coca-cola delicious

“Refreshing Exhilarating” Invigorating”. Advertisement is a key of

implementing a strategy over one hundred year old to trigger desire as

offer and in as many ways as possible.

43
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44
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45
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ADVERTISEMENTS TARGETED BY COKE

To target various consumer segment of soft drink different add

featuring cricket star, cine star, pop star have been created.

1.Lisa Ray (famous model) in a very interesting add, which featuring

him bathing with sprite. Having a catching line “Sprite bujhaye only
pyass baki all bakwaas”.

2.Amir Khan & Ashwarya Rai (both cine stars), which targeted
younger generation. This add. Contained imagery of rugged and
romantic for 330 ml of coke. Theme “ Coca-Cola Ho Jay”.

3.Another cola drink from coke i.e. “Thums Up”.

4.Limca leaving its old image of “Lime-n-Limoni” drink is been

shown as in the add. Featuring Shaif Ali Khan. A drink that could
just change the mood at time of disappointment lines. “Gala Gaya
Sookh Limca Key Liye Ruk”.

5.Fanta add. Showing children having lines “Bold Ho Jayo”.

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6.A family giving new look to Maaza “ Tazza Mango”.

7.Diet Coke the exiting add. on the pool with fall swing calling “Taste
The Power Of One Calorie”.

8.Amir Khan in the as on Mini Coke very interesting and Roman tic
add.

PROMOTION BY THE COMPANY

All advertisement expenditure is incurred by coca-cola India, but

only D.P. Board, wall painting, S.G.A.’s etc. Company spends on it around
8-9 % total sales company invested 305 crore rupees in advertisement
Budget.

Radio.
T.V.
Hoardings.
Road signs.
Sticker.
Neon light.
Banners.
Newspaper.
Magazines.
Exhibition.
Posters.
Sponsoring local events.
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SOME OTHER TECHNIQUES FOR PROMOTION OF COCA-

COLA COMPANY

Coca-Cola and The Olympic Games

The company's international blitz began in 1926 when company
President Robert Woodruff signed Coca-Cola as a sponsor of the 1928
Olympic Summer Games in Amsterdam. The U.S. Olympic Team and 1,000
cases of Coca-Cola arrived at the games by freighter. Since then, the
relationship between the Olympic Games and Coca-Cola has only grown!

Many Coca-Cola divisions around the world sponsor individual

athletes or teams as well.

 1928 was also the first year the Olympic flame was lit,

and women were invited to compete.

 1952 -- The Summer Games in Helsinki - Coca-Cola

shipped 300,000 cases of bottles and donated it for

sale by the Disabled Ex-servicemen's Association.

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 1952 -- The Winter Games in Oslo - The local Coca-

Cola bottler chartered a helicopter for advertising. In

1952 most people had never seen anything like a

helicopter and they were utterly fascinated. At the

close of the games, the helicopter was given to the city

to help direct traffic.

 1960 -- The Summer Games in Rome - Italian bottlers

welcomed athletes, officials and spectators to Rome

with a 45 rpm record of "Arrivederci Roma."
 1964 -- The Summer Games in Tokyo - This marked

the first year Coca-Cola aided the athletes, spectators

and media with guide maps, sightseeing information
and a phrase book. The idea was so popular, it was
adapted for use in Mexico City, Sapporo (Japan) and
Munich.
 1979 -- The Coca-Cola company worked with the

Olympic Committee to create the U.S. Olympic Hall

of fame.
 1988 -- The Winter Games in Calgary -

Coca-Cola orchestrated a world

children's chorus. Also, Coca-Cola
opened the venue for what would later
be deemed the games number-one
spectator sport -- The Coca-Cola Official
Olympic Pin Trading Center.

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 1996 -- The Summer Games in Atlanta -

The Games' centennial, as sole sponsor

of the Olympic Torch Relay, Coca-Cola
brought the flame to more than 350
cities and towns during the 94-day run.

Olympic Commemorative Cans

1928

Amsterdam

1948

50
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London

1964

Tokyo

1992

Barcelona
51
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1996

Atlanta

2002

2004

52
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2006

53
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CHAPTER – 6

MARKETING DEPARTMENT
SALES PROMOTION TECHNIQUES OF
COMPANY
CRITERIA FOR PROVIDING FREE
CHILLING EQUIPMENTS
S.G.A PROVIDING COMPANIES

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MARKETING DEPARTMENT

Marketing is getting right goods and services at right time and right
place to right people at right price with right communication.

The comprehensive marketing activity at Kanpur Marketing

Services is controlled by Mr. Vineet Khosla (G.M.) and Mr. Gaurav Das
Dubey (Sales Manager). Today consumers have different measurements to
buy above which has a smaller self-life. The major market of soft drink is
under the grab of local distributions, which provides the innocent
consumer’s all the sort of connections.

G.M

Mr. Veneet Khosla

Sales Manager

Mr. Gaurav Das Dubey

A.S.M ASSO. S.M.

Mr. Tanay Sanyal Mr. Vankat

Area Team Leader

Mr. Dheeraj Agrawal

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SALES PROMOTION TECHNIQUES OF COMPANY

1. Good Advertising.
2. Effective Incentive Policy.
3. Quality.
4. Wide & Deep Distribution System.
5. Attractive packaging.
6. Allotting SGA’S (Refrigerator, Chest cooler, Table Umbrella, Chairs
etc.) to retailers.
7. Decorating Retailers shop by display board, dealer’s board etc.

CRITERIA FOR PROVIDING FREE CHILLING

EQUIPMENTS

 With every 1-2 crates purchased daily or alternatively an

icebox is provided.
 For an average consumption of 5-6 crates a visi-cooler of
4crates.
 For a purchase of 7-8 crates daily visicooler 7 crates.
 If purchase exceeds 8 crates, then 9 crates visicooler or deep
fridger is provided.

With every chilling equipment a steplizer is provided it may be of 1

KV or 5 KV.

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S.G.A PROVIDING COMPANIES

 Whirlpool India Ltd.

 Godrej G.E. Appliances Ltd.

 Western Refrigeration Ltd.

 Rockwel Industries Ltd.

All these industries are enlisted and approved by Coca-Cola.

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CHAPTER – 7

RESEARCH METHODOLOGY
DATA ANALYSIS

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RESEARCH METHODOLOGY

This research involved a study, which was descriptive as well as explorative

in nature it basically aims at gathering data about how the coca-cola
scheme playing in the mind of shopkeepers & consumer.

METHODS OF DATA COLLECTION

THERE ARE TWO TYPES OF DATA

1. Primary data
2. Secondary data

1. Primary data collection: Primary data can be collected by three

methods.

a) Observation
b) Experiment
c) Surveys

But here, only surveys method of data collection is preferred which is very
suitable to reach the researcher motto.

A. Research instrument: Printed Questionnaire was

used as the research instrument to collect the
required information.
B. Area of surveys: The survey was conducted in
different location of Kanpur city.

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Sampling plan: sampling plan consists of

I. Sampling unit: The retailer of Grocery shop, general

store, betel shop, and medicine store was selected from

different places of Kanpur.

II. Sampling size: 250 Outlets.

III. Sampling procedure: Simple random sampling

procedure was followed

IV. Sampling method: Data were collected by retailer

survey. The retailers are directly contacted and

interviewed at their retail counter.

2) Secondary data collection: As secondary data were not

available with shopkeepers as well as stockiest, so these were

collected from company records.

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ANALYSIS OF DATA

DATA ARE COLLECTED FROM DIFFERENT LOCATION OF KANPUR

LIKE:
1. GWALTOLI
2. NAVEEN MARKET
3. ARYA NAGAR
4. SWAROOP NAGAR
5. JKTR
6. PARMAT
7. PANDU NAGAR

SURVEY ANALYSIS

THE SURVEY WAS CONDUCTED IN DIFFERENT LOCATION

OF KANPUR.A TOTAL SURVEY OF 250 OUTLETS WAS
CONDUCTED.

AREA WISE SALES OF COCA-COLA COMPANY

SALES

9500
32200
PARMAT
46050
NAVEEN MARKET
GWALTOLI
42000 ARYA NAGAR
SWAROOP NAGAR

38600 PANDU NAGAR

24450 JKTR
23450

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SIZE OF VISI-COOLER IN 250 OUTLETS.

2%
8% 1% 7%
20C/S
9C/S
7C/S
4C/S
2C/S
82%

IS PRE-SELLING GOOD OR THERE IS SOME GAP AT THE

DELIVERY TIME OF THE PRODUCTS?

20%

80%

GOOD.

SOME GAP.

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HOW MUCH OUTLETS HAD THE VISIBILITY PRODUCTS?

250

200

150

100

50

0
TABLE
BOARD FLENGE RACK
TOP
Y 105 36 30 90
N 145 214 220 160

LEADING BRAND OF THE COCA-COLA COMPANY

ACCORDING TO THEIR PREFERENCES.

8% THUMS UP
7%
6% COCA COLA
SPRITE
LIMCA
14%
63% FANTA
2%
MAZZA

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CHANNEL OF THE COCA-COLA COMPANY CONSIDERING

SURVEYED (250) OULETS.

E&D
5%

GROCERY
29%

CONV.
66%

OULETS BELONGS TO WHICH CLASS MADE BY THE

COMPANY?

19

92
DIAMOND
83
GOLD
SILVER
BRONZE

56

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INCOME GROUP OF THE OUTLETS.

31%

HIGH
MEADIUM
54%
LOW

15%

MARKET SHARE OF COCA-COLA COMPANY COMPARING

WITH PEPSI COMPANY

PEPSI
29%

PEPSI
COKE

COKE
71%

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DIVISION OF MARKET

20%

COKE
50% PEPSI
BOTH
30%

OBSERVATION

1. I visited about 250 outlets out of which 20% gold, 40% considered
diamond & 40% considered silver outlets.

2. Out of 250 shops covered in different areas, I focused on covering

different shops according to location, so that I can know where coca-cola
products have the best penetration. Among the shop covered, 17% were on
the chauraha, 35% were on the main road, 28% in the market and 20%
were near a residential area.

3. I assigned the various shops covered into different categories. The

various categories covered were Grocery, Confectionary, Bakery, Juice
Shops, Ice Cream parlors, Restaurant, Food Joint, P.C.O, Dairy, and Pan
Shops.

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CHAPTER – 8

TESTING OF HYPOTHESIS

SWOT ANALYSIS

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TESTING OF HYPOTHESIS
1) HYPOTHESIS

A. NULL HYPOTHESIS (HO): - THE COKE PRODUCTS

CONSUMPTION IS MORE THAN THE PEPSI PRODUCTS.

B. ALTERNATE HYPOTHESIS (H1): - THE COKE PRODUCT

CONSUMPTION IS NOT MORE THAN THE PEPSI PRODUCTS.

C. LET THE LEVEL OF SIGNIFICANCE IS (LOS) (α) =5% IN

TESTING THE HYPOTHESIS.SINCE THE TEST IS TWO TAILED
TEST, THE VALUE OF Z= ±1.96

D. TEST FORMULA

P1-P2
Z=
√PQ [1 + 1]
n1 n2

P=n1P1+n2P2/n1+n2
Q=(1-P)

WHERE,

P TOTAL POPULATION PROPORTION OF COKE AND PEPSI.

P1 SAMPLE PROPORTION FOR COKE.

P2 SAMPLE PROPORTION FOR PEPSI.

n1 SAMPLE SIZE FOR COKE.

n2 SAMPLE SIZE FOR PEPSI.

*CALCULATED VALUE OF Z= 1.34 WHICH IS LESS THAN THE VALUE

CALCULATED FROM THE TABLE WHICH IS Z α=1.96 HENCE NULL
HYPOTHESIS IS ACCEPTED.

CONCLUSION: - WITH THE HELP OF ABOVE TESTING WE CAN SAY

THAT THE DAILY AVERAGE CONSUMPTION OF THE COKE
PRODUCTS IS MORE THAN THE PEPSI PRODUCTS.

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2) HYPOTHESIS

i. NULL HYPOTHESIS (HO): -MARKET SHARE OF COCA-COLA

COMPANY IS HIGHER THAN PEPSI COMPAMY.

ii. ALTERNATE HYPOTHESIS (H1): - MARKET SHARE OF

COCA-COLA COMPANY IS NOT HIGHER THAN PEPSI
COMPAMY.

iii. LEVEL OF SIGNIFICANCE (α) = LET 5% BE THE LEVEL OF

SIGNIFICANCE AT, WHICH THE HYPOTHESIS IS TESTED.

iv. TEST FORMULA

P P
Z=
√P (1 – P)
n

WHERE,

P=SAMPLE PROPORTION

P =POPULATION PROPORTION

n =SAMPLE SIZE

*CALCULATED VALUE IS LESS THAN VALUE CALCULATED FROM

THE TABLE THAT IS 1.96 HENCE NULL HYPOTHESIS IS ACCEPTED.

CONCLUSION: - SHARE OF COKE COMPANY IS HIGHER THAN

PEPSI COMPANY.

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3) HYPOTHESIS

a) NULL HYPOTHESIS (HO): - PRE-SELLING IS GOOD.

b) ALTERNATE HYPOTHESIS (H1): -PRE-SELLING IS NOT

GOOD.

c) LEVEL OF SIGNIFICANCE IS (LOS) (α) = LET 5% BE

THE LEVEL OF SIGNIFICANCE AT, WHICH THE
HYPOTHESIS IS TESTED.

d) TEST FORMULA

P P
Z=
√P (1 – P)
n

WHERE,

P= SAMPLE PROPORTION.

P = POPULATION PROPORTION.

n = SAMPLE SIZE.

*CALCULATED VALUE (1.56) IS LESS THAN VALUE CALCULATED

FROM THE TABLE THAT IS 1.96 HENCE NULL HYPOTHESIS IS
ACCEPTED.

CONCLUSION: - PRE-SALE CONCEPT OF COCA-COLA COMPANY

IS GOOD.

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SWOT ANALYSIS

STRENGTHS
1. Improved quality control.
2. Latest technology.
3. Heavy investment in both infrastructure and sales promotion
campaigns.
4. Modified and attractive packaging.
5. Strong advertising network.

WEAKNESS

1. Entire infrastructure needs a face-lift.

2. Unskilled labour.

3. Tight case policy.

4. Fear of retrenchment among the workers.

OPPORTUNITIES

1. Wide market.
2. Good rural market.
3. Direct distribution.

THREATS

1. Stiff competition.

2. Illegal distribution done by some distributors.

4. Changing of consumer preference.

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CHAPTER – 9

CONCLUSION
FINDINGS
SUGGESTION

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CONCLUSION

EVERY THING IN THIS WORLD IS MADE TO UTILIZE PROPERLY BUT IT SHOULD

BE REACH AT THE PROPER PERSON OR TO THE PROPER UTILIZED AREAS.
OTHERWISE THE VALUE ADDED TO THOSE THINGS BECAME IN VEIN.

AS THERE IS A PROVERB THAT,

“FAR FROM EYE, FAR FROM HEART”

THUS MARKETING ROLE PLAYS A VERY IMPORTANT ROLE

IN ACHIEVING THE OBJECTIVES OF A COMPANY. UNDOUBTLY,
VALUE UTILITY IS CREATED BY THE MANUFACTURE OF
PRODUCT OR SERVICE BUT TIME AND PLACE UTILITIES ARE
CREATED BY MARKETING ROLE. ACCORDING TO DRUCKER,
“BOTH THE MARKET AND THE DISTRIBUTION CHANNELS ARE
OFTEN MORE CRUCIAL THAN THE PRODUCT”. THEY ARE
PRIMARY: THE PRODUCT IS SECONDRY. IN AN ECONOMY LIKE
THAT OF INDIA, WHERE MARGINAL SHORTAGES CAN LEAD TO
DISPROPORTATION DISTORTION IN PRICES, A DEPENDABLE AND
EFFICIENT DISTRIBUTION SYSTEM IS VERY MUCH ESSENTIAL.
THE DISTRIBUTION SYSTEM CREATES A VALUE ADDED TO ALL
MOST ALL PRODUCTS.

ALL FROM THE ABOVE STUDY NOT WITHSTANDING ITS

RESTRUCTING EFFORTS PEPSI IS STILL FAR AWAY WITH ITS
GREAT COMPETITOR LIKE COKE.

FINDINGS
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 THE MOST POPULAR FLAVOUR IN THE MARKET IS THUMS UP.

 COCA-COLA IS MARKET LEADER AND PEPSI IS THE MARKET

CHALLENGER IN THE WHOLE MARKET WHERE I HAVE SURVEYED.

 FROM THE COCA-COLA PRODUCTS THUMS UP AND THE PEPSI

PRODUCTS DEW IS THE HIGHEST SELLING IN THE MARKET.

 COCA-COLA IS THE MARKET LEADER IN OVERALL MARKET.

 IN SOME AREAS LIKE NAVEEN MARKET THE SUPPLY OF PEPSI IS

BETTER THAN COCA-COLA.

 IN THE CASE OF THE MINERAL AQUAFINA IS SELLING MORE THAN

KINLEY.

 I HAVE FOUND THAT A RETAILER GIVES MORE PREFENCE TO THE

COCA-COLA PRODUCTS LIKE THUMS-UP, MAZAA, SPRITE, AND

FANTA.

 IN THE CASE OF THE SCHEME PEPSI IS PROVIDING MORE SCHEMES

THAN THE COCA-COLA.

 SALES HAVE INCREASED AFTER LOCATING VISI COOLER OUTSIDE

OF OUTLET.

 THE COMPANY NEW CONCEPT PRE-SALE GOT THE GOOD RESPONSE

MEANS THE CONCEPT OF PRE-SALE PREFERS BY THE RETAILERS.

 ACCORDING TO THIS SURVEY IN 80% OUTLETS PRE-SALE

RESPONDED WELL WHILE IN 20% OUTLETS RESPONDS WAS LOW.

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 THE NEW PRODUCT OF COCA COLA, MINUTE MAID HAS A BIG FLOP

IN THE KANPUR CITY.

 THE COMPANY HAS INTRODUCED A 1.25 LTR PACK FOR THE LOWER

CLASS FAMILY.

 THE STORE IS CATEGORISED ON THE BASIS OF THEIR SALE, IT

MEANS DIAMOND, GOLD, SILVER.

 RETAILERS DO NOT GET THE COMPANY’S ACTUAL SCHEME.

 SOME AGENCIES MAKE FAKE BILLS BY WHICH THEY TRY TO EARN

PROFIT WHILE IT IS ILLEGAL.

 PRODUCTS ARE SOLD OUT OF ARES BY DISTRIBUTOR TO SAVE THE

SCHEMES.

 IF RETAILERS COMPLAINTS REGARDING DISCOUNTING & TRADE

SCHEME THEN HE IS NOT RESPONDED PROPERLY.

 DISTRIBUTORS HAVE NOT MAINTAINED PROPER STOCK SO THAT

RETAILERS DO NOT GET ALL THE PRODUCTS BY WHICH SALE,

DISCOUNTING & TRADE SCHEMES ARE EFFECTED.

 THERE IS A COMMUNICATION GAP IN DISTRIBUTION CHANNEL SO

RETAILERS ARE NOT GETTING ADVANTAGES OF DISCOUNTING &

TRADE SCHME.

 IN OFF SEASON WHEN SALE OF COKE PRODUCTS IS REDUCED IN

COMPARISON OF SEASON. THEN RETAILERS WANT MORE SCHEMES.

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SUGGESTION

 SUPPLY DISTRIBUTION SHOULD IMPROVE IN THE AREAS

LIKE NAVEEN MARKET AND GWALTOLI.

 THE COMPANY SHOULD WORK OUT IN THEIR

COMPLAINES REGARDING TO THE VISI COOLER AND

STABLIZER.

 COMPANY SHOULD GIVE PROPER SCHEMES TO THE

OUTLET.

 THE REFRIGRATOR PURITY SHOULD HAVE THE PRIORITY.

 OVERALL SERVICES SHOULD BE IMPROVED FOR GETTING

MORE SALE AND TO BE THE MARKET LEADER.

 THE SALES EXECUTIVE SHOULD TRY TO AVOID MAKING

FALSE COMMITMENTS FOR RELISING SHORT TERM

GOALS.

 NUMBER OF HOARDING SHOULD BE INCREASED.

 FLORESCENT BOARD DISPLAYING LOCATION AND THEIR

DISTANCES ON ROAD SHOULD BE USED HAVING COCA-

COLA WRITTEN ON THEM.

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CHAPTER – 10

QUESTIONAIRE
DECELARATION
REFRENCES

QUESTIONAIRE

RED SCORING SHEET

Surveyors Name: __________ Outlet Name: ______________ Address:

_________________ Channel: ________________ Category (D/G/S):
________________ Class (H/M/L): ___________________________

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KANPUR S.NO. E&D GROCERY CONVENIENCE
1. Is a coca-cola cooler present?
Visicooler/chest cooler.
2. Is the cooler as per standard?

3. Is the vesi cooler in the prime position?

4. Is the visicooler in a working condition?

VISICOOLER Not working/unclean
5. Is the visicooler light working?

6. Is the cooler 100% pure?

7. Is the cooler brand-order compliant?

TOTAL
9. 300 ML (COLA+3)
10. Mobile PET (COLA+3)

11. Maaza RGB

12. CAN (COLA+1)

AVAILABILITY
13. MAAZA PET 600ML & 1.2 LTR.

14. 1.5 LTR. PET (COLA+3)

TOTAL
E&D
15. COMBO BRANDS ( AT LEAST 3)

16. TENT CARD(MIN 5 OR PRESENT ON

ALL TABLES
17. FLANGE ROAD STANDEE OR GLOW

ACTIVATION SIGN BOARD

GROCERY
18. DISPLAY RACK WITH HEADER

19. IS THE RACK PURE AND CHARGED

20. SHELF DISPLAY

CONVENIENCE
21. TABLE TOP DISPLAY

22. DPS BOARD, GLOW SIGN OR

FLANGE
GRAND TOTAL

SIGNATURE OF SURVEYOR

DECELARATION

I PRIYANKA GUPTA declare that this project report titled “STUDY

ON R.E.D. (RIGHT EXECUTION DAILY) CONCEPT AND MARKET
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SHARE OF COCACOLA COMPANY IN KANPUR CITY” is an
original work done by me under the guidance of Mr. Deeraj Agrawal (sales
training leader). I further declare that it is my original work as a part of
my academic course.

PLACE: KANPUR PRIYANKA GUPTA

DATE:

REFRENCES

INTERNET:

www.cokeiindia.com
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www.coca-colaindia.com
www.oligopolywatch.com
www.superbrand.com

MATERIAL USE:

PRESENTOR.
E.D.S (EVERY DEALER SURVEY) DETAIL.
QUESTIONAIRE.

TEXT BOOK:

MARKETING MANAGEMENT: -
1.KOTLER AND KOTLER.
2.RAMASWAMI.

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