EXECUTIVE SUMMARY

The main objective of the project was “To know the sales promotion efficiency of
Dealers or Sri Sarvaraya sugars, etc and to make extensive study on the existing sales
promotion and various factors effecting sales.

The project was started on 3rd June after knowing all the relevant information
regarding the project under the guidance of (Marketing Manager). The first part of my
project involves a detailed study on Sri.Sarvaraya Sugars, research on the competitors
and then Comparative analysis. For this, I used Internet as a primary source of
information for the study. The research was mainly based on sales promotion..

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2
 INTRODUCTION

ABOUT THE STUDY:-

Marketing is typically seen as the task of “creating, promoting & delivering” goods
& services to consumers and business. The marketing mix is the set of marketing
tools that the firm uses to purpose marketing objectives in target markets. The sales
comparison and sales promotion

Marketing is indeed an ancient art it has been practiced in on from or the other since
the day of Adam and Eve, its emergence as a management discipline however is of
relatively recent origin. And with in this short period, it has gained so much
importance and stature that today most management thinkers and parishioners
throughout the world view it as the most important of all management functions in
any business.

“Marketing is the process of planning and executing the conception, pricing,

promotion, and distribution of ideas, goods, and services to create exchanges that
satisfy individual and organizational goals”.
-American marketing association
“ --- an organizational function and a set of process for creating
communicating, and delivering value to customers and for managing customer
relationships in way that benefit the organization and its stake holders”.

Human activity directed at satisfying needs and wants through exchange

process.
--- Philip Kotler

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 “… The on going process or moving people closer to marketing a decision to
purchase, use fallow, refer, upload, down load, obey, reject, confirm, become
complacent to some one else’s products services or values. Simply, if it doesn’t
facilitate a “sale” then it’s not marketing.

“The thing process of anticipating, identifying and satisfying customer

requirements profitably” chartered Institute of marketing.
-----Chartered Institute of Marketing.

The sales comparison is one of the three major groupings of valuation methods, called
the three approaches to value, commonly used in real estate appraisal. This approach
compares a subject property's characteristics with those of comparable properties
which have recently sold in similar transactions. The process uses one of several
techniques to adjust the prices of the comparable transactions according to the
presence, absence, or degree of characteristics which influence value. As such, all
sales comparison approach methods are variations on hedonic-type measurements,
which determine the value of something as the sum of the value of the various
components which contribute utility.

Sales displays are the act of putting things for view or on view. In sales management,
sales display means “arranging systematically saleable goods so as to attract the
attention of the customer”. Advertising helps in awareness, reminding and informing
customers about products and services. The actual product is not displayed in
advertising. Sales displays fulfill that need by appealing to the eye of the prospects.
Through a sales display, the manufacturer shows the goods or services to the
customer. In the past sales display was the only media for exhibiting products and

4
inducing prospects to buy the same. Sales displays are actually advertising at the point
of purchase.

Sales promotion is another important component of the marketing communication

mix. It is essentially a direct and immediate inducement. It adds extra value to the
product and hence prompts the dealer/consumer to buy the product.
The committee on definition of the American marketing association defines sales
promotion as follows.
‘In a specific sense, sales promotion includes those sales activities that supplement
both personal selling and advertising, and coordinate them and make them effective,
such as displays, shows , demonstrations and other non-recurrent selling efforts not in
the ordinary routine.

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Soft Drink Industry is a typical consumer product industry and has come a long way
since its genesis in 1772. Around 1807 in U.S., Bottled soda was being manufactured
on a large scale. Joseph Hawkins has invented a Machine and obtained the first
recorded patent for manufacturing bottles carbonated with in 1809.

Today millions and millions of bottles are consumed every day all over the world.
With the changing trends and habits, social and cultural differences among different
countries are fast disappearing. Soft Drink culture has come up enormously through
out the world. In almost all of the countries, Soft Drinks were consumed despite the
varying factors like age, income, profession, climate etc. This has lead to the
enormous increase in the Soft Drink Market.

They had being number of significant and far reaching changes in the globe. The
disintegration of the USSR has been the most crucial one for the business of the
world. As a result, there has been rethinking on the part of several governments to
open their economy for international business. Accordingly, several of them have
been pursuing market oriented economic policies.

Soft Drink Industry was considered as one of the typical consumer products industry.
In India soft drinks manufacturing unit was first started by M/s. Parle (Exports) Pvt.
Ltd., Mumbai in the year 1949.
Later Coca-Cola export corporation CCEC started its unit in Delhi in the year 1950.
It captured the Indian Market and became the market leader of soft drink industry with
in a short period.

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In the early days, the concentrate was imported from an overseas plant of CCEC. In
1958, it’s own plant was setup at Delhi for manufacture of concentrate. It has 22
plants operated in 13 stages through 2, 00,000 retail outlets.

In 1971 sales touched Rs.637.78 lachs yielding profits of Rs.51.37 lachs before taxes.
By 1976-77 margin before taxation was 55% - 60%, which is 35% - 40% more than
that consumer goods gradually fetch. It enjoyed the monopoly powers as the market
leader in the industry in the year 1975 government stipulated that it should dilute
its equity of 40% to the Indian brands and transfer its technology to India.

The CCEC agreed to former condition and did not accept the later one as it
wanted to keep allusion and quality control office in India to control its COKE
concentration. In 1977 CCEC left the country. The gap created by the exit of CCEC
laid a favorable ground for the indigenous products to capture the market.

After Coca-Cola bid a sad farewell in 1977, the Indian market was open for
various new cool drinks and several companies come forward pursuing different
brands in the market. Parle Exports Pvt. Ltd., introduced there cola “Thums Up”
with a mighty bank saying “Happy drinks are here again” pure drinks of Delhi
also without loosing much time introduced Campa Cola along with Campa Orange
and Campa Lemon.

Modern bakeries a Government of India enterprise too entered the market with
Double Seven and Moan Marketing with Marry and Pick Up. With this in the
Indian high vantage advertising was on. The competition in the soft the peak
drinks reached to stage. With Pepsi foods entering the Indian Market.

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Pepsi has introduced its Coal “Lehar Pepsi” in 1989 with attractive
advertisements. At present the main competitors are Coca-Cola and Pepsi Foods.
Sri Sarvaraya Sugars Limited, Bottling Unit, Vemagiri was a subsidiary to Sri
Sarvaraya Sugars Limited, Chelluru. There was another Bottling Unit under the
same company at Sathupalli. Both Vemagiri and Sathupalli units operate under
the same management. The Vemagiri Unit was given the franchise of Parle
(Exports) Pvt. Ltd., in 1968. Its area of Distribution is East and West Godavari
Districts in Andhra Pradesh. In April 1991 the Districts of Chandrapur and
Gatcheroli in Maharashtra and Raipur, Durg, Rajnndogan and Bastar Districts in
Madhya Pradesh have been allotted to the company for distribution of Parle soft
drinks. The supply of soft drinks to these areas is being made from the Sathupalli
Unit. Sri Sarvaraya Sugars Limited, Bottling Unit, Vemagiri, was situated at
Vemagiri on National Highway No.5 which is about 10 Kms. From Rajahmundry.
It manufactures aerated waters like Coca-cola, Thums Up, Sprite, Fanta, Limca,
Maaza and Kinley Club Soda and proposes to expand its activities by introducing
Coca-Cola & Fanta to about 12,000 crates per day.
Sales displays are the act of putting things for view or on view. In sales
management, sales display means “arranging systematically saleable goods so as
to attract the attention of the customer”. Advertising helps in awareness,
reminding and informing customers about products and services. The actual
product is not displayed in advertising. Sales displays fulfill that need by
appealing to the eye of the prospects. Through a sales display, the manufacturer
shows the goods or services to the customer. In the past sales display was the
only media for exhibiting products and inducing prospects to buy the same. Sales
displays are actually advertising at the point of purchase.

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Sales promotion is another important component of the marketing
communication mix. It is essentially a direct and immediate inducement. It adds
extra value to the product and hence prompts the dealer/consumer to buy the
product.
The committee on definition of the American marketing association defines sales
promotion as follows.

‘In a specific sense, sales promotion includes those sales activities that
supplement both personal selling and advertising, and coordinate them and make
them.

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 OVERVIEW OF COMPANY
Sri Sarvaraya Sugars Limited, Bottling Unit, Vemagiri was a subsidiary to Sri
Sarvaraya Sugars Limited, Chelluru. There was another Bottling Unit under the same
company at Sathupalli. Both Vemagiri and Sathupalli units operate under the same
management. The Vemagiri Unit was given the franchise of Parle (Exports) Pvt. Ltd.,
in 1968. Its area of Distribution is East and West Godavari Districts in Andhra
Pradesh. In April 1991 the Districts of Chandrapur and Gatcheroli in Maharashtra and
Raipur, Durg, Rajnndogan and Bastar Districts in Madhya Pradesh have been allotted
to the company for distribution of Parle soft drinks. The supply of soft drinks to these
areas is being made from the Sathupalli Unit. Sri Sarvaraya Sugars Limited, Bottling
Unit, Vemagiri, was situated at Vemagiri on National Highway No.5 which is about 10
Kms. from Rajahmundry. It manufactures aerated waters like Coca-cola, Thumps Up,
Sprite, Fanta, Limca, Maaza and Kinley Club Soda and proposes to expand its
activities by introducing Coca-Cola & Fanta to about 12,000 crates per day.

From 1968 to 1984, the Vemagiri Unit operated with a capacity of 200 BPM. The
actual expansion of the plant was started from 1984. In 1984, a new Bottle Washer
and New Filler were purchased and a separate Administrative Building was built in
the premises.

In 1991, a New Maaza plant with Hot Process was built which posted over 5 to 6
Lakhs. In 1994, the company proposed to install a new Bottling Line costing about
Rs.10.5 Crores to meet the increased demand on the capacity due to the introduction
of Coca-Cola and other brands. The machinery is totally imported from Germany. By
the end of July, 1995, the production was started.

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Earlier, crates were handled manually. Now they are taken in pallet with a capacity of
32 crates per pallet. This is lifted by Fork Lifter which costs Rs.7 Lakh. This system
is at present working for unloading the empty bottles from the vehicles and it is also
being tried for loading purpose. If loading is done manually, it requires ten people to
work for one hour to load a truck. But with the above system, it takes only 30 min.
with four people. Thus, the Bottling Unit is trying to mechanize to the possible extent.
The Vemagiri Bottling Unit is the Franchise that buys concentrate from HCCBPL and
prepares the carbonated drinks and market them in the Area allotted to it. The bottler
is under license of the parent company but it acts as an independent organization with
class links to the parent company HCCBPL (HINDUSTAN COCA COLA
BEVERAGES PRIVATE LIMITED).

For taking up the `production of Coca-Cola brand, any bottling unit should introduce
Para mix of Rs.15 Crores and plastic crates and bottles contains Rs.4 Crores on the
hold for the expansion of plant, for importing the machinery and for other facilities. .

In today’s economy, most producers don’t sell their goods directly to the ultimate
users. Between them and final users stands a host of marketing intermediaries a
variety of functions and bearing a variety of names. Product’s characteristics
have a higher influence over the channel that is to be used. Each product is a
bundle of attributes. Some attributes such as perish ability, bulkiness, degree of
product standardization, Service requirements and unit value often are the very
imprint implications for channel design.

The channel used by HCCBPL for the distribution of its products clearly reveals
that bulky should have minimum handling turnover. If the soft drinks are

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manufactured and bottled with the HCCBPL degree of product standardization,
service requirements and unit value often are the very imprint implications for
channel design.

The channel used by HCCBPL for the distribution of its products clearly reveals
that bulk products should have turnover. If the soft drinks are manufactured and
bottled with the CI’s sell the concentrate to the bottles and markets the product
in the fined franchisee areas through retailers in the given franchise areas. It is
the distribution of the franchisee to set up his own distribution system, the
ultimate aim behind it being efficient catering.

Franchising Lisa system of distribution under a licensing system through which

the owner of a product. Method or service approaches independent businessmen
in selected territories appoints them as sole franchisee for particular areas and
encourages them to make profit for themselves whilst the owner retains control
over the technique or style with which the product or service is merchandised.

Franchising involves conferring temporary monopoly rights of production and/or

distribution of specified goods or services by the producer to an agency.

Franchise system for consumer products like soft drinks may be defined as a
business form essentially consisting of an organization (the franchiser) with a
market tested business package, centered on a product or service entering into a
continuing contractual relationship with franchisees. Typically self-financed and
independently owner managed small firms, operating under the franchiser’s,

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trade name to produce and/or market goods or services according to a format
specified by the franchiser.

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 VISION & MISSION STATEMENT

MISSION:-
Our mission statement is to maximize shareowner value over time. In
order to achieve this mission, we must create value for all the constraints we serve,
including our consumers, our customers, and our communities. The Coca Cola
Company creates value by executing comprehensive business strategy guided by some
beliefs:
1. Consumer demand drives everything we do.
2. Brand Coca Cola is the core of our business.
3. We will be the best marketers in the world.
4. We will think and act locally.
5. We will lead as a model corporate citizen.
The ultimate objectives of our business strategy is to increase volume, expand our
Share of worldwide nonalcoholic ready to drink beverages sales, maximize our long
term Cash flows, and create economic value added by improving economic profit.
The Coca Cola system has more than 16 million customers around the world that sells
or Serves our products directly to consumers. We keenly focus on enhancing value for
these customers and helping them grow their beverage businesses. We strive to
understand each customer’s business and needs, whether that customer is a
sophisticated retailer in a developed market a kiosk owner in an emerging market.
There are nearly 6 million people in the world who are potential consumers of our
company’s product. Ultimately, our success in achieving our mission depends on our
ability to satisfy more of their beverage consumption demands and our ability to add
value for customers. We achieve this when we place the right products in the right
markets at the right time.

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VISION:-

Our vision serves as the framework for our Roadmap and guides every aspect of our
business by describing what we need to accomplish in order to continue achieving
sustainable, quality growth.

 People: Be a great place to work where people are inspired to be the best they
can be.

 Portfolio: Bring to the world a portfolio of quality beverage brands that

anticipate and satisfy people's desires and needs.

 Partners: Nurture a winning network of customers and suppliers, together we

create mutual, enduring value.

 Planet: Be a responsible citizen that makes a difference by helping build and

support sustainable communities.

 Profit: Maximize long-term return to shareowners while being mindful of our

overall responsibilities.

 Productivity: Be a highly effective, lean and fast-moving organization.

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VALUES:-

Our values serve as a compass for our actions and describe how we behave in the
world.
 Leadership
 Collaboration
 Integrity
 Accountability
 Passion
 Quality

DEPARTMENTS:

Administrative Department -- This Department accounts for all sales and Company
receipts. It maintains all of the Company’s accounting functions and administers all
employee records and benefit programs. Also, this Department maintains all of the
Company’s information technology.

Sales Department -- This Department is responsible for marketing and selling our
products to our customers. Advance Salesmen are responsible for selling products and
maintaining the stock and display conditions in various outlets. Route Merchandisers
and Bulk Drivers are responsible for delivering products sold. Route Merchandisers
and Merchandisers are responsible for properly pricing, stocking and rotating product.

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Operations Department -- This Department is responsible for receiving all
inventories into the sales centers, loading the trucks and maintaining our fleet of
vehicles. Loads are prepared both during the day and at night.

Organization Structure of Marketing Department

Board of Directors

Managing Director

Manager

Sales Manager

Asst Sales Manager

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 CHAPTER - 2

IMPORTANCE OF THE STUDY

In a competitive market, sales promotion, Plays a crucial role in solving the short-
term hurdles. Short term because, the impact of sales promotion measures is not that
durable and lasting like the results obtained through advertising and personal selling.

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Sales promotion, by and large, is understood and practiced as a catalyst, and a
supporting facility to advertising and personal selling.

SOFT DRINK – SECTOR OVERVIEW:

 Background
 Segmentation
 Consumer habits and practices
 Market Size and Growth
 Major players and Market Share
 Distribution Networks
 Manufacturing Process
 Retailer’s Perception

Background:
Non-alcoholic soft drink beverage market can be divided into fruit drinks and
soft drinks. Soft drinks can be further divided into carbonated and non-carbonated
drinks. Cola, Lemon and Oranges are carbonated drinks while mango drinks come
under non-carbonated category. The soft drinks market till early 1990s was in hands
of domestic players like Campa, Thums Up, Limca etc but with opening up of
economy and coming MNC players Pepsi and Coke are the leaders in carbonated
drinks market in India it is Pepsi which scores over Coke but this difference is fact
decreasing (courtesy huge ad-spending by both players). Pepsi entered Indian market
in 1991 coke re-entered (After they were thrown out in 1977, by the then central
government) in 1993.

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Pepsi has been targeting its products towards youth and it has struck right chord with
the market and the sales have been doing well by sticking to this youth bandwagon.
Coke on the other hand struggled initially in establishing it self in the market. In a
span of 7 years of its operations in the country it changed its CEO four times but
finally they seem to have started understanding the pulse of India consumers.

Soft drinks are available in glass bottles, aluminum cans and PET bottles for boom
consumption. Fountains also dispense them in disposable container.

Segmentation:
The soft drink market can be segmented on the basis of place of consumption or on
the basis of type of products.
The variable “place of consumption” divides the market into two parts:

 On – premises – 70% of the consumption of soft drinks is on premise ie.,

restaurants, railway stations, cinemas etc.,

 At-home-the rest 30% of the market comprises of the soft drink

purchased for consumption at home.

The market can also be segmented on the basis of types of products into cola products
and non-cola products.
Cola products account for nearly 61 – 62% of the total soft drinks market. The brands
that fall in this category are:-
 Pepsi
 Coca-Cola

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  Thums Up
 Diet Coke
 Diet Pepsi

Non-Cola segment which constitutes 36% can be divided into 4 categories based on
the types of flavors available namely:

 Orange
 Cloudy Lime
 Clear Lime
 Mango

M/s PARLE (EXPORTS) PRIVATE LIMITED

M/s Parle (Exports) Pvt. Ltd., was a 100% Indian private owned company belonging
to the Shaun brothers. It has its head quarter at Vice Parle in Bombay. Basing on that
name of site the company got its name as Parle. It started its production of soft drinks
in the year 1948.
In the year 1962, the Parle Group was spilt into two divisions.
 Biscuits Division
 Soft Drinks Division

Again in 1966-67, bottling division was spilt into later groups.

 Parley (Exports) Pvt. Ltd., which supplies the concentrate and provides
promotional activities to all its 50 franchises and

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  Parle Beverages which looks after its own bottling plants located in Mumbai
and Delhi.

The company is selling over 40 million crates earning annually Rs.150 Crores. In
Andhra Pradesh, Parle is having 9 franchise units located at Hyderabad,
Secunderabad, Khammam, Kurnool, Nellore, Guntur, Vijayawada, Rajahmundry and
Visakhapatnam.

In Vemagiri the franchise unit is the S.S.C. & B.U. Industries Limited. It is
manufacturing and marketing the products to 2 districts, East and West Godavari
District.

Flavors Introduction specification of Years

S. Name of the Product Flavor Date of
No. Introduction
1. Limca Cloudy 1972 February
Lemon
2. Maaza Mango 1976 November
3. Thums Up Cola 1978 June
4. Bisleri Club Soda Soda 1982 June
5. Coca-Cola Cola 1995 July
6. Fanta Orange 1996 January
7. Sprite Clear Lime 1999 May

COCA-COLA NOW
21st Century

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In Feb. 2000, Doug draft was named Company’s Chairman. Coca-Cola is huge
international company but draft’s vision is to have the company operate as a collection
of smaller, locally run business. “No one”, draft points out “decide to enjoy of our
product globally.”
That’s why Coca-Cola is committed to local markets, to paying attention to what
people form different cultures and backgrounds like to drink, and where and how they
want to drink it. Every ten seconds, 1,26,000 people chose to reach for one of the
coca-cola company brands, and it is the company’s mission to make the choice
executing and satisfying, every single time.
The present unit in Rajahmundry performs the activity of bottling. The manufacture
the drink, package and distribute it locally. They produce accreted water with flavors
of Coca-Cola, Thums Up, Sprite, Fanta, Limca, Soda (Kinley). And the sale products
are water and Maaza.

THE UP OF PARLE WITH COKE:

After a long period of 16 years Coca-Cola (coke) India Ltd., has
read the Indian market. M/s. Parle (Exports) Pvt. Ltd., got merged with coke India
Limited in November 1993 under the agreement that all of Parle with be marketed
under the brand name of Coke India Ltd., There are many reasons for multinational

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companies showed interest to set up their own units in India, Coke also wanted to
enter the Indian Market again after a period of 16 years. Already coke international
company entered in the market, heavy competition from the Pepsi Foods Pvt. Ltd.,
The competition between these two companies may be too severe to parle. To
withstand their position in the market and to survive in the long run are multinational
companies and with them in terms of Rupees, which has very low value when
compared to a Dollar. In order to survive in the long and with stand in the market
position, Parle got merged with Coke India Ltd., rather than fighting with
multinationals. The other advantages for the Parle group by the merging are:

 Dollar to Rupee Value

 Rapid Market Development
 Much Exposure
 International Image.

The Coke India Limited is having its plants, 2 in Kolkata and 4 in Delhi. In beginning
it has launched its products Coca-Cola in Amritsar, Chandigarh, Ludhiana, Kolkata,
and Delhi. The response to the product to the products is very encouraging. The next
launch was in Chennai, Hyderabad and Secunderabad. The product was launched in
October 1994 in Visakhapatnam October 1995 in total it has 18 plants.

Coke India Ltd. is the principal supplier of concentrate to all franchise units of Parle.
Coke is manufacturing and marketing only 4 products which are shown in table 1.4
with the up coke can market the other flavored products of Parle Brands, thereby
giving the products a higher international image. The coke has 81% market share and
Pepsi and Artos and remaining market share.

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COKE PRODUCTS MANUFACTURED AND MARKETED ABROAD

PRODUCT FLAVOUR
Coca-Cola Cola
Sprite Clear Lime
Fanta Orange
Thums Up Cola

G) CURRENT AND FUTURE OF THE SOFT DRINKS IN INDIA

CURRENT STATUS:-

The market for soft drinks in India is 120 million crates (24 bottles per crate). It has
been growing at 5.6% per annum for the last few years. It seems like a lot, but
according to markets, this amounts to just 3 bottles per capita.

CONSUMER HABITS AND PRACTICES:-

Soft drinks come under the category of products purchased in impulse. This attitude
of impulse buying is slowly changing to occasion-led buying and also to some extent
to consumption through home refrigeration particularly in urban countries.

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The market is slowly moving from non alcoholic carbonated drinks to fruit based
drinks and also to plan bottled water due to lower price and ready availability.
Consumers purchase soft drinks to quench thirst. Therefore people traveling and not
having access to hygienic water reach out or soft drinks. This accounts for a large part
of sales. Brand awareness plays a very crucial role in purchase decisions. Consumers
prefer convenient and economy products. Availability in the chilled form effects the
purchase decision. This has made both the companies to push its sales and to increase
its retail distribution by offering Visi Coolers to retailers. While there is no aversion to
consumption of soft drinks by any age group, the main consumers of this market are
people in the age group of 30 and below.

MARKET SIZE AND GROWTH:-

Coca-Cola is the largest seller of non alcoholic beverages in the world.Some investors
think Coca-Cola’s growth days are behind it, but that is not the case.Coca-Cola stands
to benefit from the growing worldwide beverage industry – more than any other
company.
The worldwide beverage industry (excluding the US) is expected to increase in value
by $300 billion between now and 2020.

Coca-Cola has 30% market share of the global beverage industry. If the company
maintains its global market share up to 2020, it will add $90 billion to its market cap
based on the expected increase in global beverage value.

Coca-Cola has a market cap of $183 billion, giving it an expected compound growth
rate of 6.9% (not including dividends and share repurchases) up to 2020 if it does not
gain market share.

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MARKET CHARACTERISTICS:-

The soft drink market is highly skewed in terms of place consumption, in terms of
regional distribution and soft drink flavors as well as in terms of SKU’s (Stock
keeping unit) while 80% of the consumption is impulse based outside home 20%
comes from consumption at home. This trend is slowly changing with increase in
occasion led sales. Changing life style, increasing urbanization and impact of
liberalization has slowly and gradually started moving the market from impulse led to
occasion led and home refrigeration led consumption.

The market preference is highly regional based. While Cola drinks have main markets
in metro cities and northern states UP, Punjab, Haryana etc. Orange flavored drinks
are popular in southern states. Sodas too are sold largely in southern states besides
through bars. Western markets have preference towards mango flavored drinks Diet
coke presently constitute just 0.7% of the total carbonated beverage market.

In terms of SKU’s the market is skewed towards 300 ml which constitutes around 80-
85% of the market rest is in the form of other pack sizes. But with occasion led and
home refrigeration led consumption the sales of bigger SKU’s like more than one litre
pack sizes has increased this has led to increase in contribution from PET bottles sales
to 15% of the total turnover in FY00 most of the Pet bottle sales, up to 75% are in
urban areas. Pepsi’s Cola product is targeted towards youth while the Mirinda and
7UP positioned on fun platform and for enjoying light moments of life.

The distribution network or Coca-Cola had 6.5 lakh out lets across the country FY
2000 which the company is planning to increase to 8 lakh by FY 2001. On the other

27
hand Pepsi Co’s distribution network had 6 lakh outlets across the country during FY
2000 which it is planning increase to 7.5 lakh by FY 2001.

MAJOR PLAYERS AND MARKET SHARES:-

The soft drink market in India is dominated by the two global majors Pepsi and Coca-
Cola. Coca-Cola which had wound up its India operations during the introduction of
the FERA regime, reentered 16 years later in 1993. Coca-Cola acquired major chunk
of the son drink market by buying local brands. Thumps Up, Limca and Gold Spot
from Parle beverages. Coca-Cola has also acquired Cadbury Schweppes soft drink
brands Crush, Canada Dry and Sport Cola in 1999 and now recently in October’00 it
acquired distribution rights of these brands from IFB Agro Limited. Pepsi although
started a couple of years before Coca-Cola in 1991, has a lower market share today. It
has bought over Mumbai based Duke’s range of soft drink brands. Both the cola
manufacturers come up their own market share figures and claim to have increased
their share. Recently in August 2000 Pepsi claimed to have increased its market share
for first 5 months of calendar year 2000, to 49% from earlier levels of 47.3% while
Coke claims to have increased its share in the market to 57% in the same period from
55% in the corresponding period last year. Coke figures are based on Orgy’s data
while that of Pepsi are based in IMRB data.

MARKET SHARE (in %)

Brand Name Market share in Market Share (in

(%) (ORG fig) %) IMRB figures
Pepsi 41 49
Coca-Cola 57 48

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 Table no: 2.3

There is no involvement of wholesalers in the distribution of products. It is more like

an agent network. The companies have divided the country into various regions and
established a franchisee in each region. The franchisees have their own bottling plants
and manage all the day to day operation. However, of late, the soft drink companies
have started setting up company owned bottling units have been acquiring some of its
franchise bottles.

MANUFACTURING PROCESS:-
Soft drinks may be carbonated or non-carbonated. For carbonated drinks carbonation
forms a critical part of the process. In carbonated carbon dioxide is dissolved in the
water, which is used in manufacturing the drink. Normally, the ingredients in soft
drinks are as follows-acidulate (citric, malic or phosphoric acid), sweetener, flavor and
preservative.

In a bottling plant, soft drink Company’s supply concentrates to the bottlers where it is
diluted in distilled water along with other ingredients in specific proportions. The
quality of this mixture is maintained through strict controls.

RETAILERS PERCEPTION:-
A survey was conducted to study the retailer’s views of the present market,
future trends and the consumer behavior patterns. The findings of the survey are as
follows:

29
Retailers stated that the consumers are loyal to the particular segment of the soft drink
ie., Cola, Orange or Lemon. But as far the loyalty for the brands in each segment is
concerned, it is not very significant.

43% of the retailers surveyed told that in soft drinks advertising is the key component
in driving sales. While 32% stated promotional schemes and 20% brand loyalty as the
reason.

As consumers are not very brand loyal where the purchase of soft drinks is concerned.
The retailer push becomes a critical issue. They usually sell the product in which they
get the maximum benefit. For this the companies try to offer them higher margins.

While distributors get margin of Rs.8-9 per catre (1catre = 24 bottles) at 3-4% of
MRP, retailers are given a margin of 10-12% of MRP. The retailers are not happy
with this as the cost of refrigeration is very high for soft drinks, to over come this
problem the companies are offering Visi-coolers scheme to their main retailers.

CLASSIFICATION:-
Classification based on packaging
 Bottled Soft Drinks
 Tetra Packs, Dispenses
 Cans
 Pet Bottles

30
PROBLEMS SPECIFIC TO INDIAN SOFT DRINK INDUSTRY:-

The Government of India has considered the soft drink as non-essential. As a result,
the government on the bottled soft drink levied heavy excise duty. Today soft drink
costs Rs.5 to Rs.50. Based on the quality to the customers. However, in a country
like India where 40% of the population exists below poverty line consumers cannot
afford such price. As a result the trading activity of the softdrinks are concentrated in
and around major towns and cities where the purchasing power of the people and
standard of living is high.
Changes in technology and consumer tastes brought about many changes in the Indian
Soft Drink Industry from the time of introduction or soft drink in India till today.

COMPETITORS:-

Apart from competition from organization sector like Pepsi, Mc Dowells etc.,
S.S.S.Ltd., Each unit is facing competition from the unorganized sectors was 33%
now it has reduced considerably to the negligible number. The main competitors from
the unorganized sector are Artos, Vimal, etc.. Artos is selling Rs.5 per bottle and
Vimal at Rs.5.00 per bottle. There local competitors survive in the market only
because of price factor basically. They are exempted from the central excise duty and
as such they are maintaining an approximate difference of Rs.35 per crate. Their

31
activity is restricted to semi rural markets and these products could not be able to
create any image or identity.

GLOBAL BUSINESS:-

Entering the last quarter of the 20 th century, the deep emotional bond between Coca-
Cola and its consumers grew even more powerful and more global. In 1971, young
people from around the world gathered on a hilltop in Italy to sing “I’d Like to Buy
the World a Coke”, a counterpoint to turbulent times. This was also a glimpse into the
Company’s future: an expanding global presence and an even closer attachment to the
world’s most cherished trademark.

The power and prestige of Coca-Cola were exemplified in 1988, when three
independent worldwide surveys conducted by Landor & Associates confirmed Coca-
Cola as the best-known, most-admired trademark in the world.

COCA-COLA IN INDIA

After a 16-years absence, Coca-Cola returned to India in 1993. The Company’s

presence in India was cemented in November that year in a deal that gave Coca-Cola
ownership of the nation’s top soft-drink brands and bottling network.

 Coca-Cola India has made significant investments to build and continually

improve its business in India, including new production facilities, wastewater
treatment plants, distribution systems and marketing equipment.

32
  During the past decade, the Coca-Cola system has invested more than US $ 1
Billion in India
 Coca-Cola business system directly employs approximately 6,000 local people
in India.
 In India, we indirectly create employment for more than 125,000 people in
related industries throughout vast procurement, supply and distribution system.
 Virtually all the goods and services required to produce and market Coca-Cola
locally are made in India.
 The Coca-Cola system in India comprises 25 wholly-owned company owned
bottling operations and another 24 franchisee-owned bottling operations.
 A network of 21 contract-packers also manufactures a range of products for the
Company.
 The complexity of the Indian market is reflected in the distribution fleet, which
includes “10-tonne trucks, open-bay three-wheelers that can navigate the
narrow alleyways of Indian cities, and trademarked tricycles and pushcarts.”

PRODUCTS & QUALITY:-Leading Indian Brands Thums Up, Limca, Maaza, Citra
and Gold Spot join the Company’s international family of brands including Coca-
Cola, Diet Coke, Sprite and Fanta, etc

 Our Kinley Water Brand was launched in 2000.

 Annual per capital consumption of soft drinks in India is nine 8-ounce servings.
 In early 2003, Coca-Cola India collected Advertiser of the Year and Campaign
of the Year awards for the Thanda Matlab Coca-Cola all-media campaign.

33
  The Coca-Cola system adheres not only to national laws on food processing and
labeling, but also to our own strict standards for exceptional quality.
 In everything we do, from the selection of ingredients to the production of our
beverages and their delivery to the market place, we use our specialized Quality
Management System, The Coca-Cola Quality System, to ensure that we are
offering consumers only the highest quality products.
 We monitor our success through our customer and consumer feedback and our
in-trade monitoring programs, and this information enables us to continuously
improve our already demanding systems.
 While The Coca-Cola Company is a global company with some of the world’s
most widely recognized brands, the Coca-Cola business in India, as in each
country where we operate, is a local business.

SALES PROMOTION SYSTEM AT SRI SARVARAYA SUGARS:-

The parent company HCCBPL Mumbai has divided India as per geographical
boarders with specific areas allotment and named them as franchise area. If
brief, HCCBPL will control boot marketing as well as quality control activity.

34
Marketing channels are the most complicated phenomena encountered in the
study of Marketing. They encompass elaborate behavioral systems that usually
involve many decisions. Markets often extend over a wide geographical area.

East Godavari has been divided into 36 depots of Coca-Cola soft drinks. In each
area, the company has identified certain high volume outlets selling their soft
drinks in Theatres, Pan Shops, Hotels, Restaurants, Departmental Stores, Sweet
Shops etc.,

Each area has been divided into different routes and each route is appointed with
a sales man and a driver. Each salesman sells the given quantity of soft drinks
everyday with the help of two loaders. Each of the area is under the control of an
in order to promote sales and smoothen the distribution. All the supervisors are
responsible to the sales manager for their performance.

The marketing territory of the company has 3 districts. In these districts 70

wholesalers have been appointed to distorting “Coke” uninterruptedly in the
market. But distribution of bottled soft drinks is not an easy task. It needs
proper planning, resources and controlling.

Packing of product is of utmost importance in the sale of soft drinks. So, the need
for “Extensive” distribution of product, with as many retail outlets as possible, is
the key to become a market and grab more share of the market.

35
Secondly, the other type of distribution is “Intensive” and as the very world
signifies certain typical outlets are totally purchased for maintaining only brand
ie., Coke without any competition. This is mostly followed in theatres, parlors,
Bus complexes, Restaurants wherever it is possible as a monopoly countries for
which an additional margin is allowed by the company to the outlet through the
dealer as compensation. The need for effective physical distribution is more so
important in bottled soft drinks because every minute in the business counts.

In other words, if a day lost for lack of stock means loss of more than two days
business. Sale of soft drinks is something unique and the demand changes
depending on seasonally and temperatures.

Hence the need to maintain a systematic operational system is more important in

soft drinks business. A well-trained and experienced sales person should visit
the retail outlets every day. This kind of continuous report with retailers and
feed back to the unit is greatly helpful of emptied bottles in time.

AGENCY ACTIVITY:

Agency Activity comprises the effectiveness of whole sale dealer in terms of his
personal relation with retailers, effective distribution at the areas allotted
maintaining sufficient funds to organize the agency, his relation with the field
staff, capability in giving the market information and counter activity against
competitors.

36
Periodical reviews are made by the field staff to evaluate the agency activity and
recommendations are made depending on the necessity to develop the agency.
To motivate the agency towards sales and various types of incentive other than
regular, commission are offered as detailed below.

1. Quarterly commission on achieving the target.

2. Additional commission for possessing mechanized distribution input.
3. Incentive on achieving the inputs target.
4. Subsidy on ark confession of mechanized vehicles.
5. Dealers of the district award to create complexity spirit among the agency.

37
 METHODOLOGY OF THE STUDY

The purpose of Market Research was to know about the sales promotion of retailers of
Sri Sarvaraya Sugars., Bottling Unit, Vemagiri. The data collected and observation
made during the interviews were analyzed qualitatively & quantitatively to arrive to a
conclusion about the sales promotion efficiency of retailers of S.S.S. Ltd., B.U.
Vemagiri.

I. Sampling Procedure:
(a) Method: Stratified Random Sampling.
(b) Sampling Unit : Retailers
Geographical Variants – Semi – Urban & Rural
Business Variants – Pan Shops – Departmental Stores – Hotels & Others
(c) Sample Size : 100

38
II. Data Collection:
Methods: Observation & Structured – Interviews with officials & Retailers.

III. Source of Data Collection:

Through primary and secondary sources required data was collected. Data
relating to the organization was collected from the records of the organization with the
interviews with the officials.

IV. Methods of Data Collection:

Most of the retailers are illiterates. So they are not able to fill up the
questionnaire on their own. According tp that schedule was prepared & formulated in
a manner so as to make sure that the pre-defined objectives were achieved. The
schedule had prepared after care & thought.

V. Techniques employed for Survey: The mode of survey, which I have used in
collection of the primary data is “person
al interviews”. In personal interview I asked the respondent in a face to face
interaction and noted down the observations & responses.The main purpose of
choosing interviews as a mode of survey.
 It requires relatively shorter period of time to complete.
 Researchers can procure different types of information.
 There exists a personal interaction between the investigator and the respondent
so the data obtained will be more reliable & valid.

39
 Field Work : The survey was conducted at
 Rajahmundry and Kesavaram

Covering the retailers of Coca-Cola product a schedule of questions used for the in-
depth interviewing of the retailers. The schedule included all the necessary type of
questions, which were more than enough to achieve the research objective. The field
work, which was included in my project work, was around 30-40 days and it was one
of the best experiences, which was helped as per my expectations.
Most of the respondents have given a very good response, but there were cases when
it became difficult to set the response but I tried my level best to convince them in
order to get the unbiased information. But the survey has thought me that it is
difficult work, and no doubt. I have displayed a high degree of patience, in order to
achieve the information from respondents. I tried my level best to present the
collected information by clearly explaining the research objectives to hesitate the
respondent.

OBJECTIVES OF THE STUDY

 To know the sales promotion efficiency of dealers or S.S.S. Ltd., Bottling Unit,
Vemagiri and S.S.S. Ltd., B.U.

40
 To make extensive study on the existing sales promotion
 To show the sales comparison between the branded product separated by the Sri
Sarvaraya sugars bottling
 To give idea about every detail of the product such as quality, price, supply.
 To acquire the information regarding of the practical of the organization
 To know the various factors affecting the sale of the product.
 To give information regarding after sales service of a product.

CHAPTER - 3

41
42
 DATA ANALYSIS

1. What are the brands that the outlet deals with?

Company Brands
Coca Cola 5.95
Pepsi 4.50

Interpretation:

The above table and graph shows that Out of 100 respondents, outlets which I
surveyed in the Rajahmundry Division Market 5.95 Brands of Coca – Cola and 4.5

43
Brand of Pepsi are found in the retail outlets out of 7 brands. Finally majority of
respondents are strongly agreed with above statement.

2. Does the company provide supply on time?

No of
Option Responden Percentag
Sl no s ts e
1 Yes 75 75%
2 No 25 25%
Total 100% 100%

Interpretation:

44
The Above Table and Graph Shows that out of 100 Respondents, 75 Respondents Are
strongly Agree in With the Above Statement 25 Respondents are agree With the no,
Finally Majority of Respondents Are Strangely Agree With Above Statement.

3. Which company provides better promotional activities?

No of
Sl Responde Percent
no Choice nts age
1 Coco-Cola 55 55%
2 Pepsi 45 45%
Total 100 100%

Interpretation:

45
The Above Table and Graph Shows that out of 100 Respondents, 55 Respondents Are
strongly Agree in With the coca-cola, 25 Respondents are agree With the Pepsi,
Finally Majority of Respondents Are Strangely Agree With Coca-cola.

4. Which are top brands consumed by the outlet from coca cola?

No of Percentag
Sc no Choice Respondents e

1 Maaza 45 45%

2 Sprite 42 42%

3 Kinly 13 13%
Total 100 100%

46
Interpretation:

The above Table And Graph Shows That Out Of 100 Respondents, 45 respondents Are
strongly Agreeing With The Maaza, 42 Respondents Are Agree with The Sprite And
13 Respondents Are Agree With The Kinly Finally Majority Of Respondents Are
Strongly Agree With Above Statement.

5.Which are the Top brands consumed by the out let for Pepsi?

No of Percenta
sc no Choice Respondents ge
1 Slice 42 42%
2 7Up 47 47%

47
 Aqua
3 fine 11 11%

Total 100 100%

Interpretation:

The above table and graph shows that out of 100 Respondents, 47 respondents are
strongly agreeing with the 7Up, 42 respondents are agreeing with the Slice, 11
respondents are agree with the Aqua fine. Finally majority of respondents are strongly
agreed with above statement.

6. Which company gives the maximum benefits to the customer?

48
 No of Percentag
S. no Choice Respondents e
coca-
1 cola 37 37%

2 Pepsi 32 32%

3 both 31 31%

Total 100 100%

Interpretation:

The above table and graph shows that out of 100 respondents, 37 Respondents are
strongly agreeing with the coca-cola, 32 Respondents agree with the both. Finally
majority of respondents are strongly agreed with above statement.

49
 7. Fast moving brands in the outlet?

Company No of Percentag
respondents e%
coca-cola 69 69%
Pepsi 31 31%
Total 100 100%

Interpretation:

The above table and graph shows that out of 100 Respondents, 69 respondents are
strongly agreeing with the Coca-cola,31 Respondents are agreeing with the Pepsi.
Finally majority of the respondents strongly agreed with above statement.

50
8. What influence sales of coca-cola?

No of
Responden Percentag
S. no Reasons ts e
1 Brand image 21 21%
2 Quality 26 19%
3 Quantity 19 26%
4 All 34 34%
Total 100 100%

Interpretation:

The above table and graph shows that of 100 Respondents, 34 Respondents are
strongly agreeing with the All, 26 respondents are agreeing with the Quantity, 21

51
respondents are agreeing with the Brand image and 19 respondents are Agree with the
quality. Finally majority of respondents are strongly agree with above statement.

09. What is the main source of information regarding the soft drinks?

No of
Respondent
S. no Reasons s Percentage
1 TV 38 38%
2 Radio 8 8%

3 News paper 29 29%

Promotional
4 program's 25 25%

Total 100 100%

Interpretation:

52
The above table and graph shows that out of 100 respondents, 38 respondents are
strongly agree with the TV, 29 respondents are agreeing with the News paper, 25
Respondents are agreeing with the promotional program’s and 8 Respondents agreed
with the Radio. Finally majority of respondents strongly agreed with above statement.

10. Whether the advertisement of the company help to promoted the sales?

No of
Respondent percentag
S. no Reasons s e
1 Yes 89 89%
2 No 11 11%
Total 100 100%

Interpretation:-

53
The above table and graph shows that out of 100 respondents, 89 Respondents are
strongly agreeing with the Yes and 11 Respondents are agreeing with the no. Finally
majority of respondents strongly agreed with above statement.

11. How frequently does the sales supervisor visit your shop?
Reason No of percentag
S. no s Respondents e

1 Weekly 45 45%

2 15 days 38 38%

3 1 month 17 17%

Total 100 100%

54
Interpretation:

The above table and graph shows that out of 100 Respondents, 45 Respondents are
strongly agreeing with the Weekly, 38 Respondents are agreeing with the 15 days in a
month and 17 Respondents agreed with the Month. Finally majority of respondents
strongly agreed with above statement.

12. Which company provides trade schemes?

No of
S. no Reasons Respondents percentage

1 coca-cola 31 31%

2 Pepsi 28 28%

55
 3 Both 41 41%

Total 100 100%

Interpretation:

The above table and graph shows that out of 100 Respondents, 41 Respondents are
strongly agreeing with the both of the products, 31 respondents are agreeing with the
Coca-cola and 28 respondents are agreeing with the Pepsi. Finally majority of
respondents strongly agreed with above statement.

13. Are you satisfied with the present distribution system?

No of
S. no Reasons Respondents percentage

1 Yes 83 83%

56
 2 No 17 17%

Interpretation:

The above table and graph shows that out of 100 Respondents, 83 Respondents are
strongly agreeing with the Yes, 17 Respondents are agreeing with the NO. Finally
majority of respondents are strongly agreeing with above statement.

14. Are they charging the same price for the same dealers?

57
 No of
S. no Reasons Respondents Percentage

1 Yes 67 63%

2 No 33 33%

Total 100 100%

Interpretation:-

The above table and graph shows that out of 100 Respondents, 66 Respondents
strongly agreeing with the Yes and 34 Respondents are agreeing with the NO. Finally
majority of respondents strongly agree with above statement.

58
15. Are they providing after sales service?
No of percentag
S. no Reasons Respondents e

1 very good 15 15%

2 Good 24 24%
satisfactor
3 y 61 61%
Total 100 100%

Interpretation:

The above table and graph and shows that out of 100 Respondents, 61 Respondents
are strongly agreeing with the Satisfactory, 24 Respondents are agreeing with the
Good and

59
15 respondents agree with the very good. Finally majority of respondents strongly
agree with above statement.

CHAPTER - 4

60
 CONCLUSION FOR THE STUDY

Here the respondent presents the conclusion for the research made. The goal of this
research was to study the Sales Comparison and Sales Promotion systems and
practices on today’s organizational Promotional strategies endeavor; Sales
Comparison has been a key element of the modern marketing in recent years. All
around the world companies in different sizes have been trying to utilize On the other
hand because of vigorous competition not only acquiring new customers is becoming
difficult but also holding existing customers is a quite challenging task

During our research we learned that it is a lot cheaper to keep existing customer in
level that constantly encourage them to stay with a company is a dynamic and
meticulous job. That is why computerized Sales comparison system can play a critical
role in success of a company. But the way that Sales Comparison systems are used can
make substantial different on the outcome. Along with sales and marketing. A new
emerging approach that recently has been attracting corporations is customer value
management. Their goal is to identify value that can be delivered to the customer
along with their products through their supportive processes and services.

For a successful relationship it is up to the company to perform customer’s

profitability analysis. As a result this analysis, if a customer is not doing well with
presented products or services, there is an opportunity for us to find a better solution
for that customer before losing it to competitors.

One of the other important facts I learned in this research was; a fundamental principle
of Sales Promotional activities are that all customers are not same. Another words, it
is not possible to attract and retain all customers with the same policy and treatment.

61
And also I found that SRI SARVARAYA SUGARS has been providing proper
promotional strategies in order to retain them for a long period.

Another important issue of my research was SRI SARVARAYA SUGARS was giving
freedom for customer to check the products quality of what they want. And also I
found that there was a delay in loading process and also compliant resolution process
was taking much time.

FINDINGS:-

 Nearly 69% of the people are Preferring coca cola products.

 Local brands such as Artos , Vimal and international brand such as Pepsi are
one of the competitors to the coca cola .
 The company also provides Refrigerators , and transport system to some of
the retailers.
 During Peak Season for soft drinks, the distributors are not meeting the
demand of retailers due to non-availability of stock
 The company provides incentives to the employees at the time of peak
season ..
 The Vemagiri Bottling Unit is the Franchise that buys concentrate from
HCCBPL and prepares the carbonated drinks and market them in the Area
allotted to it.

62
 SUGGESTIONS FOR THE STUDY

 Company Top Management should insist that the distribution work should be
assigned who covers a fixed number of retail outlets daily to each sales man.
 The Company Management should reduce the number of retail outlets what a
single sales person covers during a day. At present this figure is 250, this
should be reduced to around 200 in order to make the sales person to spend
more time with the retailers.
 Distributors may be invited for meeting and given some trainings regarding
marketing of Coke products and to maintain better relationships with
management or customer.
 The company may also reconsider their Sales Promotion Activities to future
increase Retailers Satisfaction.
 The company may expedite the taking of orders and ensure on-time delivery.

63
 During Peak Season for soft drinks, the distributors are not meeting the demand
of retailers due to non-availability of stock. So company should try to provide
the sufficient stock in peak seasons.
 Most of the retailers complained about non-availability or some flavors.
Retailers are feelings this would reduce their outlets image. So, company
should send all flavors to every distributor.
 Most of the retailers complained that promotional schemes were being
communicated to them in the last minute of time.
 Company management should bring pressure on distributors to maintain stock
to their carrying capacity. So that it matches with the expected demand in peak
season.

LIMITATIONS OF THE STUDY

 To study of soft drinks industry, this is to be known to be seasonally

fluctuating one, does not taken account seasonal fluctuations.
 Time and expenses are major constraints.
 Unavailability of recent information due lack of awareness of the retailers.
 The study is limited to Rajahmundry only.

64
  The sample which has been taken for the study is too small to study the
market share in Rajahmundry.
 The duration of the study for two months is constraint to achieve at
conclusion regard the market share of COKE.
 The material provided by the management for this project study is not
sufficient.
 Retailers were finding problem regarding stock availability.

BIBLIOGRAPHY

 Marketing Management : Philip Kotler

65
  Sales and Distribution : Dr. S.L Gupthn

Web Sites:
 www.coca-cola.com
 <https://en.wikipedia.org/wiki/Market_research>
 www.scribd.com
 <http://www.coca-colaindia.com/our-products/products/>
 <http://bianca-sonera.blogspot.in/2009/11/sales-promotion-and-
personal-selling.html>
 <https://en.wikipedia.org/wiki/Soft_drink>
 <http://www.pepsicoindia.co.in/ >

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 QUESTIONAIRE FOR THE COMPARISION OF SALES AND SALES
PROMOTIONAL STRATEGIES

1. Personal details
i. NAME OF THE PERSON:
ii. AGE:
iii. AGENCY NAME (OR) SHOPE NAME:
iv. PLACE:
v. CODE:
vi. MANDAL:
2. What are the brands that the outlet deals with?
a) Coca-Cola b) Pepsi c) Artos d) All .
3. Does the company provide supply on time?
a) Yes b) No
4. Which company provides better promotional activities?.
a) Coca-Cola b) Pepsi.
5. Top brands consumed by the outlet for the coca-cola?
a) Maaza b) Sprite c) Kinley
6. Top brands consumed by the outlet for Pepsi ?
a) Slice b) 7up c) Aqua fine
7. Total daily sales of an outlet in crates.
a) Coca-Cola b) Pepsi.
8. Which company gives the maximum benefits to the customer??
a) Coca-Cola b) Pepsi. c) Both.
9. Fast moving brand in the outlet.
a) Coca-Cola b) Pepsi.
10. What influence sales of coca-cola?
a) Brand image b) Quality c) Quantity d) All.
11. What is the main source of information regarding the soft drinks??
a) TV b) Radio c) News paper d) Promotional program’s
13. Whether the advertisement of the company help to promote the sales.
a) Yes b) No
14. How frequently does the sales supervisor visit your shop?
a) Weekly b) 15days in a month c) Monthly.

67
15. Which company is offering trade schemes?
a) Coca-Cola b) Pepsi. c) Both.
16. Are you satisfy with the present distribution system?
a) Yes b) No
17. Are they charging the same price for the same dealers?
a)yes b) no
18. Do you face any market problems regarding Coca-Cola Company?
a)yes b) no
19. Any suggestions for improving the system in Coca-Cola Company?

Signature of the Dealer or Customer

Thank You Sir for your immediate response

68