A SUMMER TRAINING PROJECT REPORT

ON
“ANALYSIS OF MARKET SHARE OF COCA COLA”

Submitted Towards Partial Fulfillment

Of
“MASTER OF BUSINESS ADMINISTRATION”
Session – 2009-2011

Submitted By –
Abhay Kumar
MBA (2009-11)
UPTU Roll No. 0911670001

Under Supervision Of –
Dr. Shilpi Gupta

JAIPURIA INSTITUTE OF MANAGEMENT

GHAZIABAD

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JAIPURIA INSTITUTE OF MANAGEMENT
GHAZIABAD

CERTIFICATE

This is to certify that the project report titled “ANALYSIS OF

MARKET SHARE OF COCA COLA”, prepared by Abhay

Kumar, the student under my guidance, is a bonafide work

carried out by him towards partial fulfillment for award of degree

of MBA from “Uttar Pradesh Technical University”.

Prof. K.K.Bhatia Dr.Shilpi Gupta

Dean Management Internal Guide

2
 DECLARATION

I Abhay Kumar the student of MBA III semester hereby declare that the project report

titled “Analysis Of Market Share Of Coca Cola” prepared during summer training at

Delhi, U.P. and submitted to Jaipuria Institute of Management, Vasundhara,

Ghaziabad is my original work.

Abhay Kumar
MBA III Semester

3
 ACKNOWLEDGEMENT

To begin with, I am obliged to Mr. Prithivi Raj (Area sales manager); who allotted me

this interesting topic and without whose guidance and constructive criticism this report

might have not been completed. I would like to thank retailers, shopkeepers of the area

Lanka, Sigra, Mehmoorgunj and Cantt (Delhi) who were interviewed by us. I appreciate for

their cooperation and contributions for helping us in making project factual and

informative.

I also express my gratitude to my college mentor (Mrs. Shilpi Gupta) who has been

instrumental in making this report useful and helped me in making this project .So I am

thankful to her.

Finally, I wish to thank to my family and friends for their inspiration, encouragement and

support which enabled me in completing these project.

Abhay Kumar

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 CONTENTS

Sr. No. Topic Page No.

1. Executive Summary 6

2. Introduction 7

Introduction To The Company 8

Sales And distribution 29

Services 40

SWOT Analysis 42

3. Objectives Of The Study 46

4. Research Methodology 48

5. Analysis and Interpretation 54

6. Findings 68

7. Limitations 70

8. Suggestions 74

9. Conclusion 77

Bibliography 79

Annexure 81

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 EXECUTIVE SUMMARY

I have done my summer training in Hindustan Coca - Cola Beverages Pvt. Ltd, which

gives me a nice and real life experience of the corporate world.

I have been assigned a research report “Analysis of market share of Coca Cola”.

I have analyzed the retailer’s awareness about Coke and their expectations from it. The

following project starts with an idea regarding perception the retailers.

The project contains feedback & perception of retailers through Bar Chart, Pie Chart

regarding Coke and its product lines as well as its positive & negative aspect.

The compilation is followed by survey, its analysis and at the end recommendation that

could help Coke to get competitive advantage over its rivals.

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7
 INTRODUCTION TO THE COMPANY

Glimpses On The Birth Of Coca-Cola

John Smyth first introduced the refreshing taste of Coca Cola in Atlanta. It was May of

1886 when the pharmacist caramel syrup in a three legged brass kettle in his backyard. He

first “distributed “the new product carrying Coca-Cola in a jug down the street to Jacobs

Pharmacy. For five cents, consumers could enjoy a glass of Coca-Cola at the Soda

Fountain. Whether by design or accident carbonated water was teamed with the new syrup

producing a drink that was proclaimed “Delicious” And Refreshing.

Dr. Pemberton partner and bookkeeper frank M Robinson, suggested the name and panned

Coca cola in the unique flowing script that is famous worldwide today. Mr. Robinson

thought “the two C, S would look well in advertising.”

By 1886, sales of Coca-Cola averaged nine drinks per day. That first year, Dr Pemberton

sold 25 Gallons of syrup, shipped in bright red wooden kegs. Red has been a distinctive

color associated with the No-1 soft drink brand ever since. For his effort, Dr Pemberton

grossed $5o and spent $73.96 on advertising.

In 1891, Atlanta entrepreneur, Asa G. Candler had acquired complete ownership of the

Coca-Cola business. With in four years, his merchandising flair helped expand

8
consumption of Coca-Cola every state and territory. In 1919 Coca Cola Company was sold

to group of inventors for $25 million. Robert W.Woodruff became president of the Coca

Cola in 1923, and his more then six decades of leadership took the business to unrivalled

heights of commercial success making Coca Cola an institution the world over.

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 COMPANY PROFILE

The Coca -Cola company is the world’s leading manufacturer and distributor of

non-alcoholic beverage concentrates and syrups, with world headquarters in Atlanta,

Georgia. The company and its subsidiaries in nearly 200 countries around the world

manufacture and sell over 230 other company soft drink brands.

By contract with the Coca-Cola Company and its local subsidiaries, which employs nearly

34,000 people around the world, local businesses are authorized to bottle and sell company

soft drinks within the local boundaries and under conditions that ensure the highest

standards of quality and uniformity.

 Company's objectives

Company's mission must be turned in to specific objectives for each level of management in a

system known as management by objectives the most common objectives are:

 Profitability

 Sales growth

 Market Share

 Improvement

 Risk Diversification

 Innovation

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  Satisfy the customer

 Company Goals

Finally the company goals are:

 To earn maximum profit.

 To satisfy the consumers needs through better quality of product.

 To maintain quality of product Best distribution system.

 To continuously increase their own share of percentage in soft drinks.

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 PROBLEMS OF THE COMPANY

The following problems are faced by the company:

 Inefficient distribution network of Coke.

 Changing Competition faced by Coke through Pepsi.

 Market trend and about soft drinks.

 Dissatisfied retailers and problems faced by them.

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 HISTORY OF COCA COLA COMPANY

In the year of 1990, over one hundred years after the soft drink was invented, the Coca-

Cola Company opened up a museum like building which was designed to be a tribute to its

famous soft drink product. It is also said to be a tribute to the countless number of

consumers who drink Coca-Cola. The world of Coca-Cola, as it is called is located in

Atlanta, Georgia right amidst the tourist district. And, its tribute to the soft drink is because

it is so popular that it is now served daily in nearly two hundred countries.

Having the museum located in Atlanta is fitting because long before anyone had ever heard

of Coca-Cola, a doctor by the name of Johan Stythe Pemberton, who was a druggist in

Atlanta, mixed up his own concoction of medicinal syrup in May in the year of 1886, Dr.

Pemberton used Africa.

Kola Nut extracts and coca leaves, which are both strong stimulants, in his potion. The

result was Q thick caramel colored syrup. The purpose of the potion was to be an effective

tonic which would help a person's brain and nerves function better.

Dr. Pemberton's partner, a bookkeeper by the name of Fran M. Robinson, came up with the

name of Coca-Cola for the syrup from the names of its two basic ingredients. Dr.

Pemberton poured some of the Coca-Cola syrup into a jug and took it to Jacobs

13
Pharmacy in town. The pharmacy made Q fountain drink which mixed some of the

Coca-Cola syrup with plain water. The drink was sold to customers for a nickel a glass.

True or not, it has been said that a customer came into the pharmacy one day complaining

or a headache. He asked for a glass of Coca-Cola to be made with carbonated water instead

of plain water and the carbonated version of the soft drink was the born.

The first year, in 1886, Dr.Pemberton sold twenty five gallons of his syrup which earned

him total revenue of just fifty dollars. By the next year, because of h is poor health

condition, he began to sell of f his company. Five years later, man by the name of Asa

G.Candlar, had acquired total control of the Coca-Cola became a patented product in the

United States.

Its popularly would not stay within the United States for long, though, because in the year

of 1906, Cola-Cola was bottled in Cuba and in Panama. Bottling operations were soon start

ed in Hawall the next year, then in the Phillipines, France, Belgium, Bermunda, Colombia,

the Honduras, Italy, Mexico, Haiti, and Burma in later years. By the year of 1940, the

famous soft drink was bottled in forty countries.

Advertising for the cola has included many product slogans including "The Pause That

Refreshes", which was used in 1929, "Have A Coke And A Smile", which was used in

1979, and "Always Coca -Cola" which was used in 1993 when sales from this soft drink

14
exceeded ten billion cases worldwide. In brief the history could be defined under following

headings-

• On May, 1886, Atlanta druggist Dr. John Styth Pemberton (former confederate

officer) invented "Coca-Cola" syrup using melted sugar, water and other ingredients. It

was marketed as a "brain and nerve tonic" in drugstores. Sales averaged nine drinks per

day.

• Frank M. Robinson, Pembertons's bookkeeper, was he person who suggested the

name “Coca-Cola" which was chosen because both words actually named two

ingredients found in the syrup. They were the coca leaf and the Kola nut Robinson

spelled Kola with a "C" to look better in advertising.

• The first year's gross sales were $ 50 and advertising costs were $ 73.96.

• The original formula included extracts of the African kola nut and coca leaves, both

strong stimulants. "Coca-Cola" was one of thousands of exotic patent medicines sold in

the 1800's that actually contained traces of cocaine.

• One summer, in 1886, a customer walked into a drugstore complaining of a

headache and requested a bottle of "Coca-Cola" syrup. To get instant relief, he asked

the "soda jerk" to mix up a glass on the spot. Rather than walk to the other end of the

counter in order to mix it with cold tap water, the clerk suggested using soda water.

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 • The man remarked it really tasted great, and soon after "Coca Cola" was in fizzy,

carbonated form.

• "Coca-Cola" was first sold for 5$ a glass as a soda fountain drink, at Jacob's

Pharmacy in Atlanta, Georgia.

In 1888, Asa Griggs Canler bought the company from Dr.Pemberton. Later that same year

Dr. Pemberton died by 1914, Candler had acquired a fortune of some $ 50 million.

Baseball hall of farmer Ty Cobb, a Georgia native, was another early investor in the

company.

• In 1891, Coca-Cola produced its first calendar.

• In 1894. Joseph A Biedenharn, owner of the Biedenharn Candy company in

Vicksburg, Mississippi, first bottled "Coca-Cola".

• By 1903, the use of cocaine was controversial and "Coca Cola" decided to use only

"spent coca leaves". It also stopped advertising "Coca-Cola" as a cure for headaches

and other ills. In 1919, after his death, Griggs Candler's family sold the interest in

"Coca-Cola" to a group of businessmen led by Earnest Woodruff for $ 25 million.

Woodruff was appointed president of "Coca-Cola" on April 28, 1923 and stayed on the

job until

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 IMPORTANT LANDMARKS OF COMPANY

1876 Johan Stees Pberston discovered the formula of Coke,

name given seven- X of its secret formula.

1882 Coca-cola company established in Atlanta.

1915 Alexgender Samulsus and Earl R.Peassia of "Indian

Rout Glass Company designed the present bottle of
Coke and also it was the first patent bottle.

1950 Coca-Cola started the operation in India.

1977 Coca-cola closed operations in India.

1991 Coca-cola came back in India and opened Britco Foods

Company.

1992 Coca-cola opened its first bottling plant in Pune.

1993 Coca-cola bought all the Parle Products Thumps up,

Limca, Citra, Gold-spot, Maza at, $40 million.

First time cokes introduce Coca -Cola in Agra.

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 ORGANISATIONAL STRUCTURE

Managing Director

Production Sales Finance

Manager Manager Controller

Assistant Sales
ABM ABM
Manager

Sales
Promoter

Sales
Manager

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 INTRODUCTION OF THE BRAND

BRAND PROFILE

The company has six brand and all of them are manufacture at the BRINDAVAN

BOTTLERS. Each of the brands has its own flavors and contents. Having many profiles the

customers vary the different segments of customer prefer different flavors. The brands of

Coca-Cola are named as following.

1) COKE

2) THUMS-UP

3) MAAZA

4) SPRITE

5) FANTA

6) LIMCA

7) KINLEY (M. Water)

8) COKE DIET

These are bottled at "Brindavan bottling plant" near Barabanki and supplied in the

Lucknow city by "ADVANCE SALES & SERVICES

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 PRODUCT FEATURES OF COCA COLA & PEPSI

Product lines of Coke& Pepsi are as follows:-

FLAVOUR COKE BRAND PEPSI BRAND

Cola Coca-Cola Pepsi

Thums-up Pepsi diet

Coke diet

Orange Fanta Mirinda

Cloudy Lemon Limca Mirinda lime

Clear lime Sprite 7up

Mango Maaza Slice

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 POPULAR PUNCHLINES OF COCA COLA PRODUCT

Thanda mutlab Coca-Cola.

 COCA-
COLA Jo chahe ho jaye Coca-Cola enjoy

I want my thunder
 THUMS-UP
Thumps-up taste the thunder

Kuch bhi ho sakta hai,

 FANTA
Masti ka apna taste

Take it easy.
 LIMCA
Lime n' Lemoni Limca

Bottle me aam maaza hai naam.

 MAAZA
Yaari Dosti, Taaza Maaza

Dikhawe pe mat jao apni akal lagao.

 SPRITE
Sprite bujhaye only pyaas, baki All bakwas

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 DESCRIPTION OF THE PRODUCTS

 Coke

“THANDA MATLAB COCA- COLA”

“JO CHAHE HO JAYE COCA-COLA ENJOY”

“SAR UTHA KE PIYO”

Coke is strongest brand among all other brands, being sweet in taste and is world wide

famous for its sweetness mixed with strongest.

Some time ago there were changes made in old formulas but it was not accepted and

company had to reintroduce the first one. At present in Delhi City it is a cash cow product

of company.

It is available in

1. 200 ml bottle

2. 300 ml bottle

3. 500 ml bottle

4. 1 000ml bottle

5. 1.5 ltr.

6. 2 ltr.

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  Thums up

“I WANT MY THUNDER"

"THUMPS UP TASTE THE THUNDER"

Thumps-up the other very famous product of cola flavor is thumps-up basically it is a

PARLE product. But after the coca-cola took over Parle it is manufactured under the grade

mark of coke only.

It is also sweet in taste and strong in nature. Mostly preferred by young generation

people and teenagers. Being Indian it is more popular, especially among males. It is famous

as thunder drink.

In market it is available in different volumes.

1. 200ml bottle

2. 300ml bottle

3. 500ml bottle

4. 2000ml bottle

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  Limca

“JUST TAKE IT EASY”

Limca --- Limca is considered to be lemony in taste and comes under

the category of cloudy lemon, because it's true color being similar that of clouds.

It is less strong and is found to be a substitute of the limewater and is preferred as a light

drink.

After the introduction of the "MIRINDA LIME" BY PEPSI it is now facing a competition

and step should be taken to promote its sale. It has a 15%- 18% share in the market.

It is available in different volumes.

1. 200ml bottle

2. 300ml bottle

3. 500+100ml bottle

4. 2 ltr. pet

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  Fanta

“KUCH BH1 HO SAKTA HAI

MASTI KA APNA TASTE”

FANTA--- Fanta is popular orange flavored brand of Coca Cola and is preferred by the

children and women Because of its sweetness and orange flavors.

The color of the drink is also orange and is less strong than the cola flavors.

In the market it is available in.

1. 200ml bottle

2. 300ml bottle

3. 500+100ml bottle

4. 1.5 It pet

5. 2 It pet

Its main rival is PEPSI'S "MIRINDA" at present it has capture 10% of the total share of

market being new product it still needs promotion and expansion.

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  Sprite

"SEEDHI BAAT, NO BAKWASS, CLEAR HAI”

SPRITE- Sprite is considered to be lime in taste and comes under the category clear

lime.Sprite the other very famous product of Coca Cola. It is also sweet in taste and strong

nature. Mostly preferred by young generation.

It is available in:

1. 200ml bottle

2. 300ml bottle

3. 500ml bottle

4. 1 It - bottle

5. 1.5 It bottle

6. 2 It bottle

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  Maaza

"BOTTLE ME AAM

MAAZA HAI NAAM”

MAAZA---- Maaza is a mango pulp containing drink among the different segment of

consumer. It is non accreted soft drink and is facing a tough competition from juices like

1. 200ml bottle

2. 250ml bottle

3. 500+1 00ml bottle

4. 1 It bottle

5. 1.5 It bottle

6. 2 It bottle

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  KINLEY Vs AQUAFINA

The water business is far bigger than carbonated soft drink. It is leaving no stone unturned

to scale up quickly tended to use a smaller size - 250ml to drive penetration. But not only

does it cannibalize the 300ml. Float, it also offer very little margin at the current Rs. 10-12

pricing. But Coke's Kinley & Pepsi's Aquafina have to contend with Ramesh chouhan's

Bissleri. Which is discounting heavily to build volumes in the low margin business say's

Pepsi's Sinha- "We will refrain from discounting in the water business" Kinley's on other

hand is fighting Bisleri tooth and nail.

The fight has all the making of a Cola war. As coke and Pepsi have shown, there is no clear

winner in such battle.

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 SALES & DISTRIBUTION

Sales are the cutting 'edge' of any business operation it is part of that company. However

big and small that meets the firms customers from home the business is derived The people,

who are engaged in this acclivity meet customers and get information about the product or

services which are been sold and provide feedback to the firm.

American Market association has defined sales management as "the blaming direction and

control of selling personal including recruiting, selecting, equipping, assigning, routing

super visioning, paying and motivating as these tasks apply to personnel sales force".

In the other word "sales management is used by business to refer to the direction or

supervision of salesmen.

 Objectives of Sales Management

Qualitative objectives: - (Short Term)

• To retain and capture market share.

• To determine sales volume in ways that contributes to profitability.

• To obtain the account of given type.

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 • To keep personal expenses within specified limit.

• To secure targeted percentage of certain account of business.

Qualitative Objective: - (Long Term)

• To do the entire selling job.

• To service existing accounts.

• To search and maintain customers cooperation.

• To assist the dealer in selling the product line.

• To provide technical advice wherever necessary.

• To assist in training of middlemen's sales personnel.

• To provide advice and assist the middlemen. To collect and report market

information of interest and use to the company management.

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 Sales Management Cycle

A sales management looks after and manages a firm's personal selling function. Sales

management deals with analysis Planning organizing direction and control of the

company's selling activities constitutes cycle shown below.

Analysis

Control Organization Planning

Direction

Sales Management Cycle

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Analysis

This involves probing into the sales records of the company analysis and reports of sales

people investigation of marketing trends and other environment factors.

Planning:-

It involves setting objectives of the firm’s sales efforts, formation of sale strategies and

policies in order to achieve those objectives.

Organisation:-

It involves determination of the structure of the sales force and delegation of authority

which is supposed to be necessary to achieve the organization objectives.

Direction: -

It involves proper supervision and implementation of the plan with the help of the proper

communication, motivation and Leadership.

Control:-

It involves comparison of the actual with the desired results; find out reasons for deviation

and taking corrective action accordingly.

 Distribution Network

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A conceptual Approach:

Creating a customer and creating a product do not complete the process of marketing,

delivering the product to the customer is an equally important part of this process. This is

referred to as "Distribution" in marketing parlance. As distribution affects a company's

sales, finance and turnover. Therefore a brief explanation regarding various aspect of

distribution is required.

Definition:-

It can be defined as the process of reaching the product to the consumers. It encompasses

all the activities in the physical flow of products between producer and consumer.

Importance:-

Distribution provides place and time utility to products. In other words it makes the product

available at the right time and right places. It enhances company's sale and its competitive

position. Distribution also helps in the process of demand generation. It helps in building

up an effective cost reduction by judicious management. It has to be dealt by keeping

various factors. In soft drinks there is an advantage that the shelf life of product is almost

one year compared to other where it is just one week or few months. Further it is a sector

where producer has to reach the consumer unlike others.

Components: -

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Major component of the distribution network are as under:

 Distribution planning

 In plant water housing

 Transportation

 Field warehousing

 Receiving

 Handling

 Inventory management

 Order processing

 Stock accounting

 Communication

 Accounting

Designing the system: It includes the following steps.

 Find out what is desired by the customers.

 Find out what the competitors do in this regard.

 Find out the peculiar features and specific requirements.

 Keep the cost system cost effective.

 The system should be flexible.

34
While managing a distribution network there are three key areas. They are as under:

1. Transportation

2. Warehousing

3. Inventory control

Transportation management involves decisions on:

 How much to move

 When to move

 Where to move

 Mode of movement

While designing a warehousing system, it is necessary to raise and answer the following

basic question relating to this flow.

1. How many warehouses should we have?

2. What should be the size or capacity of each of them?

3. Where should we locate them?

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Effective management of finished product inventory is quite essential for running a

business effectively and profitably. Inventory strategies and decisions become particularly

important in business where inventory costs form a sizeable part of total marketing costs.

The following are the main issues involved in the management of finishing product

inventories:

1. Correct identification of the functions performed by the inventories.

2. Working out strategies for keeping the inventories at the optimum level.

3. Establishment of the right relationship between inventory functions and inventory levels

and they are by deciding the optimum level of inventory.

A Total System Approach to Distribution Is a Must

Through, we have seen that the different functions of distribution such as transportation

handling warehousing and inventory management. Interact constantly with one another. As

the functions are interdependent, the cost there of are also closely interrelated Very often

one function subsides another. For example, if the firm is prepared to incur increased cost

on transportation, it may be in position to reduce its inventory cost. This is so because

under such a condition, the firm can use faster mode of transport and thereby reduce the

level of inventory in the field warehouses. And the converse is also equally true.

36
In the nature of things, the different functions of distribution need an integrated handling

This means that in the nature of things, none of the distribution functions can be handled

isolation. They have no separate identities. They need a high degree of coordination and

common direction. If the functions are scattered, in an arbitrary manner among different

departments of the company without common direction. Control would get fragmented and

effectiveness would be adversely affected.

In fact under such a situation, the very objectives of distribution get fragmented and

distorted. The different function would pull in different directions. The transportation

people would go all out to reduce the cost of transportation unmindful of the effect of such

a policy on other aspects; they would settle for less reliable and slower modes of transport;

they would also report to bulk dispatches of the product to a few selected

places instead of dispatching it to a large number of demand centers at greater frequency

and in convenient lots the several locations with a view to maximizing customer services

The inventory control people opt for the diametrically opposite objective , viz , minimizing

inventories , whatever be the consequences ! In brief when the different functions are

viewed in isolation, the tendency will be to reduce the cost of particular function unmindful

of its consequences on the other related functions.

Individual functional costs are kept in focus, but the total cost of the distribution function as

a whole is forgotten. Cost reduction becomes ' the slogan for each function/department.

37
Decisions are taken by each function in isolation, based on alternatives available to

particular function sometimes; it even leads to a "penny wise, pound foolish” practice. The

ultimate result is that costs go up while the level of service goes down.

Distribution Has To View As A Single Unified Task And A Single Integrated System:

Because of the interrelations among the different functions and their costs, it would be

necessary and desirable to look at the distribution job as a single unified system and

optimize the efficiency of the distribution job as a whole. Such a approach will result in

better coordination among the various distribution functions , remove the sub optimization

in the system and enable the firm to achieve its distribution objectives the case.

Sales and distribution is a very important part activity of any firm distribution selected to

searches the god and services to the customer so as to increase the proof it and sales of the

company with out proper distribution the company does not achieved the desired goal of

maximum proof it.

As in my survey I found that there is a big problem of distribution so that the company lost

the sales of some major out lets like cinema hall and mess so it is very necessary that

company should considered on its distribution chance. I found that the distribution is very

defective and not regular so that the retailers switch over the other brands like Pepsi,

because they provide regular and quick supply to the retailers because of their good and

38
effective distribution system. It is necessary that you have proper number of transportation

vehicle and warehousing, communication. So Company must have proper number of

trucks, warehouse, and effective communication with the distributors so that they supply

the consumer's goods in tune without gap.

39
 SERVICES

The Coca-Cola Company in Indian supports eight Jagriti (Awakening) Learning Centers

(JLC); managed by India's well-known organizations, such as CRY, Pratham, Prayas and

Literacy India. The program provides education at the primary level to underprivileged

children, as well as computers training for teachers. Over 1,800 students per year have

benefit from the program.

Working with state and district governments our company provides support to primary

health centers in areas where our bottlers are located.

In 2002, in partnership with the St. John's Ambulance Brigade (Associate of Red Cross ),

we conducted health camps for those who live in poverty-stricken urban areas to sensitize

the community on pertinent issues such as HIV/AIDS , communicable diseases,

immunization, hygiene and sanitation and reproduction and child health. Free health check-

ups and medicine were provided, with over 10,000 people benefiting from the campaign.

The company supports rainwater- harvesting project as part of a major government

initiative to combat water scarcity and reduce ground water tables across the country. We

are analyzing options for rainwater harvesting at our major bottling plants. Along with the

Resident Welfare Association of Greater Kailash, our company installed four rainwater

harvesters. The Chief Minister of Delhi unveiled one of the rainwater-harvesting units in a

dedication to local residents.

40
Several of its bottling plants provide safe drinking water to local villages, through the

organization of water tankers, bore wells and hand pumps.

The company has funded India's first national polio eradication drive, as well as a national

drought relief program.

The company sponsors a unique national radio program for women called "The HER

Show" (Health Education and Recreation). The 30-minute weekly program informs and

educates housewives. On primary health and education issues we sponsored a one-day”

Mother & Child Health District Mela" in Ghaziabad. 5everal hundred women and children

from five villages received free medical check-ups and consultation.

41
42
 SWOT ANALYSIS

The overall evaluation of a company’s Strength, Weakness, Opportunities and Threats is

called SWOT Analysis.

The SWOT Analysis is further divided into two parts:-

 Internal environment analysis

 External environment analysis

Internal environment analysis (analysis of strength and weakness)

It is one thing to discern attractive opportunities and another to be able to take advantage of

these opportunities. Each business unit needs to evaluate its internal strength and weakness.

As the research is conducted following strength and weakness of the Coke Company is

found.

43
 Strengths

 Good company image.

 Well trained and experience workers and executives are available.

 Strong distribution network.

 Brand 'Thums-Up' alone cover the big market. Adopted two types of distribution

channels (Direct route and indirect route).

 Effective sales promotion schemes and commission to salesman on achieving target.

 Effective executive team.

Weaknesses

 Less personal contacts with retailers.

 Service is not good.

 Company officials do not visits outlets regularly.

 Less advertisement Channels.

 Bad and delay in claim settlement.

 No proper maintenance of asset as like visi-coolers, dealer board, glow sign, etc.

 Less availability of dealer board, glow signboard, painting etc.

44
 Opportunities

 High growth rate for fruit drink market.

 Delhi city has a great population of youths in U.P.

 Delhi city has good market share of Slice in India.

 Therefore there is a need only of marinating this share in future.

 Targeting the upper middle class for home take segment.

Threats

 High growth of competitor's products.

 Better facilities provided by the competitor to their distribution this might lead to

switch over to slice distribution towards competitors.

 Indifference among distributor and fat dealers.

 Different effective promotion schemes of competitors.

45
46
 The following objectives have been formulated for the present study:

1. To analyze the market share of Coca-Cola vis-a-vis Pepsi cola.

2. To study future plans and changes of Coke.

47
48
 INTRODUCTION TO THE PROBLEM

A research problem in general refers to some difficulties, which a research experiences in

the context of either a theoretical or practical solution and wants to obtain a solution for the

some.

Thus, a research problem is one, which requires a researcher to find out the best solution

for the given problem, which is to find out by which course of action the objective can be

attained optimally in the context of a given environment. There are several factors, which

may result in making the problem complicated for instance; the environment may change

affecting the efficiencies of the course of action of the values of outcome. The numbers of

alternative course of action may be very large, persons not evolved in making the decision

may be affected by it and react to it favorably or unfavorably and similar other factors. All

such element (or at least the important ones) may be thought of in context of a research

problem.

49
 RESEARCH METHODOLOGY

 Formulation of research Problem

Keeping view research objectives and after having discussion with area sales manager and

service (p) Ltd. The research has been formulated to accomplish the research objectives.

Relevant details are recorded by the survey of the outlets..

1. To assess the market share of coca-cola vis-a-vis pepsi cola.

2. To study future plans and changes.

 Research Design

Descriptive and exploratory research design has been used in this project. Descriptive

research has been done by collecting information from different outlet such stocks; chilling

equipment etc. Exploratory research has been done to work out various problems faced by

retailers and other outlets.

 Sample Design

The sampling unit of the research has been kept as retail outlets engaged in sale of

softdrink. The survey in areas of Lanka, Sigra, Mehmoorgunj and Delhi cantt, has been

conducted. The relevant data has been collected from the selected respondents i.e., the

retailers, selected on a random basis. A sample of 385 retailers has been selected for the

study. The data thus collected was analysed and interpreted.

50
 Data collection

Data for the project has been collected from primary as well as secondary sources. A

questionnaire has been used as the primary source of data collection. All 385 outlets from

where data was collected have been personally visited.

For the secondary data, related books, websites, magazines etc, were used.

Analysis

An in depth analysis of the data collected from the questionnaire has been under taken and

interpretations have been made accordingly.

51
PRODUCT FEATURES OF COCA COLA & PEPSI

Product lines of Coke& Pepsi are as follows:-

FLAVOUR COKE BRAND PEPSI BRAND

Cola Coca-Cola Pepsi

Thums-up Pepsi diet

Coke diet

Orange Fanta Mirinda

Cloudy Lemon Limca Mirinda lime

Clear lime Sprite 7up

Mango Maaza Slice

52
53
ANALYSIS

An in depth analysis of the data collected from the questionnaire has been under taken and

interpretations have been made accordingly.

54
 PERCENTAGE OF COCA COLA IN SPECIFIED OUTLETS

Outlet % of Coca-Cola

PAN SHOP 51.48

RESTAURANT 48.26

P.C.O 54.06

TEA STALL 51.89

HOTEL 65.6

CINEMA HALL 62.4

GENERAL 56.71
MERCHANT

OTHERS 47.42

The total outlet share of coke in these specific areas is 54.72

55
 ANALYSIS OF MARKET SHARE THRUGH GRAPHS

AREAWISE SHARE OF COKE AND PEPSI

 LANKA(DELHI)

The percentage share of Coca Cola and Pepsi are 50.71 and 49.29

51

50.5

50
S eries 1

49.5

49

48.5
c ok e P eps i

Graph 1

56
 SIGRA(DELHI)

The percentage share of Coca Cola and Pepsi are 62.8 & 37.2 respectively

70

60

50

40
S e rie s 1
30

20

10

0
C ok e P e ps i

Graph 2

57
 MEHMOORGUNJ(DELHI)

The percentage share of Coca Cola and Pepsi are 54.44 & 45.56 respectively

56

54

52

50

48 S e rie s 1

46

44

42
40
C ok e P eps i

Graph 3

 DELHI CANTT

58
The percentage share of Coca Cola and Pepsi 55 & 45 respectively

60

50

40

30 S e rie s 1

20

10

0
Coke P eps i

Graph 4

59
ANALYSIS THRUGH PIE CHARTS

1. Are you having soft drink at your shop?

(a) Yes (b) No

If yes then, which brand?

• Coke

• Pepsi

• Both

• None of Them

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Interpretation:

About 75 percent retailers have soft drinks and 25 percent don’t have soft drink.
Among the retailers who supply soft drinks, 48 percent of them keep Coke, 36 percent keep
Pepsi, 14 percent keep both and 2 percent none of them.

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2. Which brand you selling more?

(a) Coke (b) Pepsi (c) Other

Interpretation:

There is very tough competition between Coke and Pepsi but still Coke leads the market
with 49 percent and only 37 percent retailers sell Pepsi and 14 percent sell other brand.

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3. Which brand of coke you normally stock?

(a) Coca Cola (b) Thums up (c) Limca

(d) Sprite (e) Mazaa (f) Fanta

Interpretation:

Various brands of Coke are available in the market.27 percent of the retailers have

thums up, 22 percent have coca cola, others have limca, sprite, maaza and fanta with

12 percent,14 percent,12 percent and 13 percent respectively.

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4. What is the size of pack that you sold at your shop?

(a) 300 ml (b) 500 ml (c) 1.5 ltr (d) 2 ltr

Interpretation:

36 percent of the retailers sell 500 ml, 29 percent of retailers sell 300ml,19 percent sell
2ltr and 16 percent sell 1.5 ltr.

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5. How often do you take coca cola products?

(a) Daily (b) 2-4 days (c) Once in week (d) In 1 month

Interpretation:

Most of the retailers take products in 2- 4 days i.e. 48 percent, 29 percent take
products once in week, 12 percent take them in one month and 11 percent take them
daily.

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 6. Cooling system at your shop?

(a) By Coke (b) By Pepsi (c) Self

Interpretation:

46 percent of retailers get cooling system by Pepsi,35 percent by Coke and 19 percent use
their own cooling system.

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7. How can you know about schemes?

(a) Sales man (b) Other retailer (c) Other Sources

Interpretation:

55 percent of retailers know about the schemes through salesman, 33 percent

through other sources and 12 percent through other retailers.

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8. What is selling capacity per day?

(a) 1-3 c (b) 3-7 c (c) 7-10 c

(d) More than 10 c

Interpretation:

40 percent, 35 percent, 15 percent and 10 percent of the retailers sell 7-10c, 3-5c,

more than 10c and 1-3c per day respectively.

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9. Does Coke demand increase as comparative to last year?

Interpretation:

According to the retailers, 59 percent of them said that the demand of the Coke has
increased as comparative to last year and 41 percent said it has decreased.

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70
 FINDINGS

1. The Coca-Cola holds no. 1. position in the market with its mother brand.

2. Its brand Sprite too holds a good grip over the market in comparison to main competitors

of Mirinda.

3. Thums-Up is having major market share as compared to Pepsi.

4. Coke is giving Rs. 10 discount per crate and Pepsi is giving Rs. 12 per crate.

5. People have tendency to switch over on other brand and because of duopoly (only two

players are available in the market Pepsi and Coke) the competition is very direct.

6. The number of Coke S.G.A'S is less than Pepsi in terms of area and outlet.

7. The demand of coke is high in comparison to Pepsi but because of shortage of Coke

S.G.A's and poor distribution the retailers prefer to sell Pepsi.

8. Total sale of Coke is less than Pepsi.

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72
 LIMITATIONS

Considering the fact that nothing is perfect in this world every individual is bound to make

mistake at some point, we are not exception for this problem faced were associated with the

data collection process.

The problems associated with the respondents are the non-sampling Error, which can be

divided into two categories:

Response Error – When respondent does not give the correct answer.

Non – Respondent Error – It occurs when respondent does not responds to some question.

 Refusal to co-operate

 Concerned person is not available

 Incompetence or in capabilities of the respondent

It is well known fact that constraints and limitations are bound to be present in any study do

this also has some limitation as:

 The survey has been conducted only in few areas of Delhi due to limited time.

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  It is very difficult to make the people understand the significance of conducting

survey.

 Some retailers or dealers did not want to say the actual sale of soft drinks from the

counter.

 Due to shortage of monitory resources the project report does not reach to its

perfection.

 We have conducted the survey only for 200ml. And 300ml. Glass bottles so it is

difficult to find out the actual demand of Coke.

 Lack of knowledge of area has also affected the research.

 Lack of retailer’s interest to answer the questions is also an important limitation.

 Stock of cans and plastic bottles were not taken in to consideration while finding

out the market share.

 The entry and exit of new/old outlets can increase or decrease market share.

Others limitations

 Less sampling because of limited span of time.

 The respondents may be biased or influenced by some other factor.

 The information is collected only from retailers.

 The questionnaire technique and observation method was used.

 Sometimes respondents were not in a position to reply with fully confidence.

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75
 SUGGESTIONS

Although it is very early to suggest any thing to such a internationally renounced

company like Coca-Cola having in the mature state of marketing yet for the local

market, client distributors & retailers, based on the interactions & feed backs from

various outlets, segments of customers I would like to suggest as under:

 Distributors should give importance to every outlet irrespective of their status

whether big or small. In this regard they may be trained suitably.

 Distributors should disclose schemes provided by the Company to each and every

outlet without discretions.

 Distributors should replace the defective goods or damaged bottles immediately

without any calling for explanations.

 Distributors should provide required flavors to the retailers to increase their sales.

 Distributors should give gifts prizes to the shopkeepers provided by the openers,

wall clocks, etc

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 RECOMMENDATIONS

1. There must be proper replacement of old and expired stock and empty bottles.

2. At least one attractive glow sign board/hoarding should be displaced in main area of the

market where a chunk of shop is there.

3. Company should provide others small advertising items in the form of garlands, hangers

recto the shopkeepers as there are cheap and Q good source of advertising.

4. Company should sponsor important event like World cup, Asian & other tournament,

any event related to film awards and programmers of local importance.

5. Company, If possible should give schemes to the customers through newspapers having

provision for discounts in purchasing its products.

6. Company should organizing campaigns & distributes caps, Key rings, glasses, serving

tray, pussels on which company packages are branded.

7. Chilling equipments (like family freeze, vizzi or Electric bottle cooler) should be

provided to the outlets

8. If there is any default found in the chilling equipment provided by the company should

be repaired quickly when so required.

9. Company should ensure good supply of stock.

10. Company should go for more monopoly counters.

11. Company should give discount with every crate as is being done by Pepsi.

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12. There should be surprise check by the company to endure whether benefits of schemes

provided by the company reach outlets or not and take corrective measures in case of

default.

13. Shopkeeper feedback should be taken in regular manner.

14. A special shopkeeper’s care cell should be formed to listen the shopkeeper’s grievance

on the lines of customer care cell.

15. Company should elaborate public announcement on important days like Health day,

Anti drug day, World aids day etc.

16. Company should tap colleges and school canteens. They should be given extra

discounts as these outlets give potential long run customers to the company.

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79
 CONCLUSION

The summer training project was focused on "Analysis of Market Share of Coca Cola in

Delhi City". After Retail audit of 280 outlets through schedule, following conditions have

been drawn:

1. Coca Cola Company lead the market of soft drinks with 54.72 percentage market

share giving coke a margin of 13 percentage.

2. Of the total segments of outlets covered, availability of Coca Cola's range was

highest in provision stores.

Besides these, other conclusion based upon interaction with retailers and personal

observations are as below:

(a) The distribution of company is very irregular.

(b) Necessary requirements like S.G.A. openers, required flavors like Fanta are not

provided to each and every outlet.

(c) No provision for the regular replacement of damaged bottles.

(d) Company doesn't provide sinage to the small outlets.

(e) The number of wall paintings is very less in comparison to Pepsi.

(f) Company do not provide discount to each and every outlet.

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81
 BIBLIOGRAPHY

Books:

1). Kotler Philip, Marketing Management, Delhi, Pearson Education Pvt.

Ltd., 2004

2). Kothari, C.R., Research Methodology, New Delhi, Wishwa Prakashan Pvt.

Ltd., 2003

Websites:

• www.coke.com

• www.cococolaindia.com

• www.tropicana.com

• www.google.com

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83
 QUESTIONNAIRE

Increasing share of coca cola

Name & address of outlet _________________________________________________

_________________________________________________________________________

1. Are you having soft drink at your shop?

(a) Yes (b) No

If yes then, which brand?

• Coke

• Pepsi

• Both

• None of Them

2. Which brand you selling more?

(a) Coke (b) Pepsi (c) Other

Reason ____________________________________________________________

3. Which brand of coke you normally stock?

(a) Coca Cola (b) Thums up (c) Limca (d) Sprite

(e) Mazaa (f) Fanta

84
4. What is the size of Pack that you sold at your shop?

(a) 300 ml (b) 500 ml (c) 1.5 l (d) 2l

5. How often do you take coca cola products?

(a) Daily (b) 2-4 days (c) Once in week (d) In 1 month

6. Cooling system at your shop?

(a) By Coke (b) By Pepsi (c) Self

7. How can you know about schemes?

(a) Sales man (b) Other retailer (c) Other Sources

8. What is selling capacity per day?

(a) 1-3 c (b) 3-7 c (c) 7-10 c

(d) More than 10 c

85
9. Does Coke demand increase as comparative to last year?

___________________________________________________________________

______________________________________________________

10.Recommendation for more selling :-

____________________________________________________________

____________________________________________________________

______________________

11.Any suggestion to Coca Cola company :-

____________________________________________________________

____________________________________________________________

____________________________________________________________

_________________________

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