Coke Summer Project

ROUTE TO MAP CORRECTION
Submitted In Partial Fulfilment for the Requirements

For the Award of Master of Business Administration
Under the Guidance of:

SUBMITTED BY
Dr.sunil kumar mishra
Habiburrahaman
HOD & DEAN M.B.A 3RD
SEM
BBS INSTITUTE OF MANAGEMENT STUDIES
KNOWLEDGE PARK
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GREATOR NOIDA
KNOWLEDGE PARK
GREATOR NOIDA
CERTIFICATE
This is to certify that Mr. HABIBURRAHMAN , a student of MBA second year
having Roll No ---------------------has completed his project Report on the subject
Detail Study ROUTE TO MAP CORRECTION during 2010-2011 under my supervision
and guidance.
The Project Report of the student is his own work and references have been duly
acknowledged.
I wish him all the best for his/her future.
-2- HABIBURRAHMAN
Dr.SUNIL KUMAR MISHRA
KNOWLEDGE PARK
GREATOR NOIDA
ACKNOWLEDGEMENT
Accomplishment of tasks and objective is achieved by

guidance and blessings of elders, teachers, nears and dears
and of course by the grace of Almighty. It is a great opportunity
for me to register my acknowledgements to all of them.
It has been a profound privilege for me to have an

opportunity to work under DR. SUNIL KUMAR Head, Faculty of
Business Management.
I wish to acknowledge my deep sense of gratitude to my guide in

COMPANY Mr. Santosh Verma and all faculty of MBA
Department for accomplishment of this project report as well as
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for every sphere pertaining to successful occupation of this
course.
Finally, I pay my regards to all, who directly or indirectly helped in

collection, compilation, editing and other related works for
accomplishment of this project study.
At last, I also thank the employees of COCO COLA for

assisting me in the timely completion of project.
(HABIBURRAHAMAN)
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CHAPTER 1:
INTRODUCTION
HISTORY OF THE COCA-COLA COMPANY
HISTORY OF BOTTLING
MISSION, VISION & VALUES
INDIA: OURHISTORY IN INDIA
RE-LAUNCH
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INTRODUCTION
“Coke would rather be long term wiser, than being short term smarter”
Abraham Ninan
Director External Affairs,
Coca-Cola, India.
COCA COLA ENTERPRISES INC
TYPE : PUBLIC (NYSE:CCE)
FOUNDED : 1926
HEAD QUARTER : ATLANTA, GEORGIA, U.S.A.
CHIEF FINANCIAL OFFICER : WILLIAM W. DOUGLAS
INDUSTRY : BEVERAGES
REVENUE : $19.800 BILLIAN USD
OPERATING INCOME : $1.495 BILLIAN USD
NET INCOME : $1.143 BILLIAN USD
EMPLOYEES : 73,000 (APPROX)
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Coca-Cola, the product that has given the world its best-known taste was born in Atlanta,
Georgia, on May 8, 1886. Coca-Cola Company is the world’s leading
manufacturer, marketer and distributor of non-alcoholic beverage concentrates
and syrups, used to produce nearly 400 beverage brands. It sells beverage
concentrates and syrups to bottling and canning operators, distributors, fountain
retailers and fountain wholesalers. The Company’s beverage products comprises
of bottled and canned soft drinks as well as concentrates, syrups and not-ready-to-
drink powder products. In addition to this, it also produces and markets sports
drinks, tea and coffee. The Coca- Cola Company began building its global
network in the 1920s. Now operating in more than 200 countries and producing
nearly 400 brands, the Coca-Cola system has successfully applied a simple
formula on a global scale: “Provide a moment of refreshment for a small amount
of money- a billion times a day.”
The Coca-Cola Company and its network of bottlers comprise the most sophisticated and
pervasive production and distribution system in the world.
More than anything, that system is dedicated to people working long and hard to sell the
products manufactured by the Company.
This unique worldwide system has made The Coca-Cola Company the world’s premier Soft-
drink enterprise. From Boston to Beijing, from Montreal to Moscow, Coca-Cola,
more than any other consumer product, has brought pleasure to thirsty consumers
around the globe. For more than 115 years, Coca-Cola has created a special
moment of pleasure for hundreds of millions of people every day.
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The Company aims at increasing shareowner value over time. It accomplishes this by working
with its business partners to deliver satisfaction and value to consumers through a
worldwide system of superior brands and services, thus increasing brand equity
on a global basis. They aim at managing their business well with people who are
strongly committed to the Company values and culture and providing an
appropriately controlled environment, to meet business goals and objectives. The
associates of this Company jointly take responsibility to ensure compliance with
the framework of policies and protect the Company’s assets and resources whilst
limiting business risks.
HISTORY OF THE COCA-COLA COMPANY
Coca-Cola was first introduced by John Syth Pemberton, a pharmacist, in the year 1886 in
Atlanta, Georgia when he concocted caramel-colored syrup in a three-legged
brass kettle in his backyard. He first “distributed” the product by carrying it in a
jug down the street to Jacob’s Pharmacy and customers bought the drink for five
cents at the soda fountain. Carbonated water was teamed with the new syrup,
whether by accident or otherwise, producing a drink that was proclaimed
“delicious and refreshing”, a theme that continues to echo today wherever Coca-
Cola is enjoyed.
Dr. Pemberton’s partner and book-keeper, Frank M. Robinson, suggested the name and penned
“Coca-Cola” in the unique flowing script that is famous worldwide even today.
He suggested that “the two Cs would look well in advertising.” The first
newspaper ad for Coca-Cola soon appeared in The Atlanta Journal, inviting
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thirsty citizens to try “the new and popular soda fountain drink.” Hand-painted oil
cloth signs reading “Coca-Cola” appeared on store awnings, with the suggestions
“Drink” added to inform passersby that the new beverage was for soda fountain
refreshment.
By the year 1886, sales of Coca-Cola averaged nine drinks per day. The first year, Dr. Pemberton
sold 25 gallons of syrup, shipped in bright red wooden kegs. Red has been a
distinctive color associated with the soft drink ever since. For his efforts, Dr.
Pemberton grossed $50 and spent $73.96 on advertising. Dr. Pemberton never
realized the potential of the beverage he created. He gradually sold portions of his
business to various partners and, just prior to his death in 1888, sold his remaining
interest in Coca-Cola to Asa G. Candler, an entrepreneur from Atlanta. By the
year 1891, Mr. Candler proceeded to buy additional rights and acquire complete
ownership and control of the Coca-Cola business. Within four years, his
merchandising flair had helped expand consumption of Coca-Cola to every state
and territory after which he liquidated his pharmaceutical business and focused
his full attention on the soft drink. With his brother, John S. Candler, John
Pemberton’s former partner Frank Robinson and two other associates, Mr.Candler
formed a Georgia corporation named the Coca-Cola Company. The trademark
“Coca-Cola,” used in the marketplace since 1886, was registered in the United
States Patent Office on January 31, 1893. The business continued to grow, and in
1894, the first syrup manufacturing plant outside Atlanta was opened in Dallas,
Texas. Others were opened in Chicago, Illinois, and Los Angeles, California, the
following year. In 1895, three years after The Coca-Cola Company’s
incorporation, Mr. Candler announced in his annual report to share owners that
“Coca-Cola is now drunk in every state and territory in the United States.”
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As demand for Coca-Cola increased, the Company quickly outgrew its facilities. A new building
erected in 1898 was the first headquarters building devoted exclusively to the
production of syrup and the management of the business. In the year 1919, the
Coca-Cola Company was sold to a group of investors for $25 million. Robert W.
Woodruff became the President of the Company in the year 1923 and his more
than sixty years of leadership took the business to unsurpassed heights of
commercial success, making Coca-Cola one of the most recognized and valued
brands around the world.
HISTORY OF BOTTLING
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Coca-Cola originated as a soda fountain beverage in 1886 selling for five cents a glass. Early
growth was impressive, but it was only when a strong bottling system developed
that Coca-Cola became the world-famous brand it is today.
YEAR WISE HISTORY OF BOTTLING:
Year 1894: A modest start for a bold idea
In a candy store in Vicksburg, Mississippi, brisk sales of the new fountain beverage called Coca-
Cola impressed the store's owner, Joseph A. Biedenharn. He began bottling Coca-
Cola to sell, using a common glass bottle called a Hutchinson. Biedenharn sent a
case to Asa Griggs Candler, who owned the Company. Candler thanked him but
took no action. One of his nephews already had urged that Coca-Cola be bottled,
but Candler focused on fountain sales.
Year 1899: The first bottling agreement
Two young attorneys from Chattanooga, Tennessee believed they could build a business around
bottling Coca-Cola. In a meeting with Candler, Benjamin F. Thomas and Joseph
B. Whitehead obtained exclusive rights to bottle Coca-Cola across most of the
United States for a sum of one dollar. A third Chattanooga lawyer, John T.
Lupton, soon joined their venture.
Years 1900-1909: Rapid growth
The three pioneer bottlers divided the country into territories and sold bottling rights to local
entrepreneurs. Their efforts were boosted by major progress in bottling
technology, which improved efficiency and product quality. By 1909, nearly 400
Coca-Cola bottling plants were operating, most of them family-owned businesses.
Some were open only during hot-weather months when demand was high.
Year 1916: Birth of the Contour Bottle
Bottlers worried that Coca-Cola's straight-sided bottle was easily confused with imitators. A
group representing the Company and bottlers asked glass manufacturers to offer
ideas for a distinctive bottle. A design from the Root Glass Company of Terre
Haute, Indiana won enthusiastic approval. The Contour Bottle became one of the
few packages ever granted trademark status by the U.S. Patent Office. Today, it is
one of the most recognized icons in the world.
In the 1920s: Bottling overtakes fountain sales
As the 1920s dawned; more than 1,000 Coca-Cola bottlers were operating in the U.S. Their ideas
and zeal fueled steady growth. Six-bottle cartons were a huge hit starting in 1923.
A few years later, open-top metal coolers became the forerunners of automated
vending machines. By the end of the 1920s, bottle sales of Coca-Cola exceeded
fountain sales.
In the 1920s and 1930s: International expansion
Led by Robert W. Woodruff, chief executive officer and chairman of the Board, the Company
began a major push to establish bottling operations outside the U.S. Plants were
opened in France, Guatemala, Honduras,Mexico, Belgium, Italy and South
Africa. By the time World War II began,Coca-Cola was being bottled in 44
countries.
In the 1940s: Post-war growth
During the war, 64 bottling plants were set up around the world to supply the troops. This
followed an urgent request for bottling equipment and materials from General
Eisenhower's base in North Africa. Many of these war-time plants were later
converted to civilian use, permanently enlarging the bottling system and
accelerating the growth of the Company's worldwide business.
In the 1950s: Packaging innovations
For the first time, consumers had choices of Coca-Cola package size and type-the traditional 6.5
ounce Contour Bottle, or larger servings including 10, 12 and 26 ounce versions.
Cans were also introduced, becoming generally available in 1960.
In the 1960s: Introduction of new brands
Sprite, Fanta, Fresca and TAB joined brand Coca-Cola in the 1960s. Mr. Pibb and Mello Yello
were added in the 1970s. The 1980s brought diet Coke and Cherry Coke,
followed by PowerAde and Fruitopia in the 1990s. Today scores of other brands
are offered to meet consumer preferences in local markets around the world.
In the 1970s and 1980s: Consolidation to serve customers
Advancement in technology led to global economy, retail customers of The Coca-Cola Company
merged and evolved into international mega chains.
Such customers required a new approach. In response, many small and medium-size bottlers
consolidated to better serve giant international customers. The Company
encouraged and invested in a number of bottler consolidations to assure that its
largest bottling partners would have capacity to lead the system in working with
global retailers.
In the 1990s: New and growing markets
Political and economic changes opened vast markets that were closed or underdeveloped for
decades. After the fall of the Berlin Wall, the Company invested heavily to build
plants in Eastern Europe. As the century closed, more than $1.5 billion was
committed to new bottling facilities in Africa.
21st Century: Coca-Cola today
The Coca-Cola bottling system grew up with roots deeply planted in local communities. This
heritage serves the Company well today as consumers seek brands that honor
local identity and the distinctiveness of local markets.
MISSION, VISION & VALUES
Our mission, vision and values outline who we are, what we seek to achieve, and how we want
to achieve it. They provide a clear direction for our Company and help ensure that
we are all working toward the same goals.
Everything we do is inspired by our enduring
Mission:-
To Refresh the World...in body, mind, and spirit.
To Inspire Moments of Optimism...through our brands and our actions.
To Create Value and Make a Difference...everywhere we engage.
To achieve sustainable growth, we have established a Vision with clear goals:-
People: Being a great place to work where people are inspired to be the best they can be.
Planet: Being a responsible global citizen that makes a difference.
Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfy
peoples' desires and needs.
Partners: Nurturing a winning network of partners and building mutual loyalty.
Profit: Maximizing return to shareowners while being mindful of our overall responsibilities.
We are guided by shared Values that we will live by as a company and as individuals:-
Leadership: “The courage to shape a better future”
Passion: “Committed in heart and mind”
Integrity: “Be real”
Accountability: “If it is to be, it's up to me”
Collaboration: “Leverage collective genius”
Innovation: “Seek, imagine, create, delight”
Quality: “What we do, we do well”
India: Our History in India
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. During the past decade, The Coca-Cola
System has invested more than US $1 billion in
India, making Coca-Cola one of the country’s top international investors and in
2003, Coca-Cola India pledged to invest a further $100 million in its operations.
The Coca-Cola System in India includes 24 Company-owned bottling operations and another 25
franchisee-owned bottling operations that directly employ 5,500 local people and
create jobs for another 150,000.
Virtually all the goods and services required to produce and market Coca-Cola products locally –
including our Kinley water brand launched in 2000, Shock, an energy drink
launched in 2001, and Sunfill, our first powdered concentrate, also launched in
2001 – are made in India, ensuring that the benefits of such enterprises remain in
the local communities in which they operate. For as long as we’ve been in India,
The Coca-Cola Company and our independent bottlers have been engaged at the
international, national and community levels to support programs that protect the
environment, conserve water, promote education, and provide healthcare.
Re-launch
Despite its strong overall equity, the brand was losing its popularity among the core cola
drinking age group of 12 to 25 year olds, partly due to nil advertising.
Coca-Cola apparently did try to kill Thums Up, but soon realized that Pepsi would benefit more
than Coke if Thums Up was withdrawn from the market. Instead, Coke decided to
use Thums Up to attack Pepsi. The Coca-Cola Company by this time had about
60.5% share of the Indian soft-drink market [1] but much to its dismay found out
that if it took out Thums Up, it would remain with only 28.72% of the market
(according to a report by NGO Finance&Trade in India), hence it once again
dusted out the Thums Up brand and re-launched it targeting the 30 to 45 year
olds.
The brand was re-positioned as a “manly” drink, drawing on its strong taste qualities. Known to
be a strong drink with more power packed into it than other colas, it was a
favorite in Rum based Cocktails, as in “rum and Thums Up.” Thums Up kick-
started an aggressive campaign directly attacking Pepsi’s TV ads, focusing on the
strength of the drink hoping that the depiction of an “adult” drink would appeal to
young consumers. “Grow up to Thums Up” was a successful campaign. The
brand’s market share and equity soared. The brand was unshakeable and Coca-
Cola’s declaration that Thums Up was India’s premier cola brand in terms of
market share did not surprise many.
Other campaigns from Thums Up build on its “strength” and its perception as a macho drink.
Ads showing the Thums Up man, riding through the desert in search of a cantina
that sells Thums Up rather than drink another cola, stuck in the minds of many
Indians and caught the imagination of youngsters who want to be seen as men.
CHAPTER 3:
MARKET SHARE
ORGANISATIONAL CHART OF ADVANCE SALES & SERVICES

PVT. LTD.
PRODUCT RANGE
COCA COLA SLOGANS
MARKET SHARE…
Coca-Cola is a leading player in the Indian beverage market with a 60 per cent share in the
carbonated soft drinks segment, 36 per cent share in fruit drinks segment and 33
per cent share in the packaged water segment.
In 2008, Coca-Cola sold 7 billion packs of its brands to more than 230 million consumers across
4,700 towns and 175,000 villages. The company has doubled its volumes and
trebled its profits between 2008 and 2009.
Coca-Cola continues to re-affirm its commitment to India through active ‘Citizenship Efforts.”
All its plants in India partner with local NGOs to alleviate local community issues
in numerous small ways. It boasts of impeccable credentials on quality.
Coca-Cola has succeeded in spite of an extremely price-sensitive consumer with entrenched

beverage consumption habits – tea, nimbu-paani (lemonade) and a fragmented
and geographically dispersed retail market, and a high tax environment.
ORGANISATION CHART of ADVANCED SALES AND
SERVICES PVT. LTD.
DIRECTOR
General Manager
Depot Incharge
Marketing Execution Manager
Sales Trainer
Sales Executive & Market Developers
PRODUCT RANGE
Coca-Cola serves in India some of the most recalled brands across the world, which includes
names such as Coca-Cola, Diet Coke, Sprite, Fanta, along with the Schweppes
product range. The acquisition of Thums Up brought some of the leading national
soft drinks like Thums Up, Limca, Maaza, Citra and Gold Spot under its
umbrella. To add to this, Kinley mineral water was launched in the year 2000.
Thumps up:-
It is a leading carbonated soft drink and most trusted brand in India it was introduced in 1977,
thumps up was aquired by the coca cola company in 1993. It is known for its
strong, fizzytaste and its confident, mature and uniquely masculine attitude. This
brand clearly seeks to separate the men from the boys.
Coca-Cola:-
Coca-Cola is the most popular and biggest-selling soft drink in history, as well as the best-known
product in the world. Coca-Cola was introduced in 1886, patented in 1887,
registered as a trademark in 1893 and by 1895 it was being sold in every state and
territory in the United States. Today, you can find Coca-Cola in virtually every
part of the world.
Sprite:-
Introduced in 1961, Sprite is the world's leading lemon-lime flavored soft drink. Sprite is sold in
more than 190 countries and ranks as the No. 4 soft drink worldwide, with a
strong appeal to young people.
Millions of people enjoy Sprite because of its crisp, clean taste that really quenches your thirst.
But Sprite also has an honest, straightforward attitude that sets it apart from other
soft drinks. Sprite encourages you to be true to who you are and to obey your
thirst.
Limca:-
This thirst-quenching beverage features a fresh,light lemon-lime taste

and fun-loving attitude.It's a home-grown, national
treasure in India,Where it was acquired by The Coca-
Cola CompanyIn1993. Limca continues to build a loyal
following among young adults who love the lighthearted
way It complements the best moments of their lives.
Fanta:-
Available in Europe since the 1940s, Fanta was introduced in the United States in 1960.
Consumers around the world, particularly teens, fondly associate Fanta with
happiness and special times with friends and family. This positive imagery is
driven by the brand's fun, playful personality, which goes hand in hand with its
bright color, bold fruit taste and tingly carbonation.
Coca Cola’s Maaza Very Popular:-
Maaza was launched in 1976, a drink that offered the same real taste of
fruit juices and was available throughout the year.
In 1993, Maaza was acquired by Coca Cola India. Maaza
currently, dominates the fruit drinks industry. Over the
years, Maaza has become synonymous with mango. The
drink became a hit with successful advertisement
campaigns like "Taaza mango, maaza mango,' and 'Botal mein aam, maaza hain
naam. Consumers regard maaza as wholesome, natural, fun drink which delivers
the real experience of fruit. With the real fruit taste kids love, plus added calcium,
Maaza's tagline, "Yaari-Dosti Taaza Maaza," means "friendship moments With
fresh Maaza” in Hindi.
Minute Maid Pulpy Orange:-
Minute Maid has been making orange juice for over 50 years and has a heritage of innovation,
quality and nutrition. Minute Maid has the longest history of marketing orange
juice with calcium, and was the first to nationally launch orange juice with
calcium plus vitamin D, low acid orange juice, orange juice with vitamins C and
E plus Zinc, and orange juice with naturally sourced plant sterols.
Minute maid pulpy orange juice has been a comparatively new entry in a market already
exploding with beverages, fruit juices, aerated drinks etc.
The juice has got a little orange pulp to chew on while gulping mouthfuls of juice. The best
feature in this is that it is very refreshing (as fresh orange juice usually is) without
being an aerated drink Containing. Also it is not bitter like many other leading
orange juices available in the market. It has got the right amount of sweetness to
not leave a sickly sweet taste on your tongue.
Kinley Mineral Water:
Kinley is a high quality bottled water processed with added minerals
popular among adults who seeks a better quality of life and
a healthy lifestyle. Kinely water understand the importance
and value of this life giving force. It thus promises water
that is as pure as it is meant to be. Water you can trust to be
truly safe and pure. Kinley water comes with the assurance
of safety from the coca cola company.
That is why we introduced Kinley with reverse osmosis along with the
latest technology to ensure the purity of our product.
Coca cola slogans:
1886 - Drink Coca-Cola.
1891 - The Ideal Brain Tonic./The Delightful Summer-Winter beverage.
1904 - Delicious and refreshing.
1917 - Three million a day.
1922 - Thirst knows no season.
1932 - Ice-cold sunshine.
1942 - The only thing like Coca-Cola is Coca-Cola itself.
1952 - What you want is a Coke.
1963 - Things go better with Coke.
1971 - I'd like to buy the world a Coke.
1982 - Coke is it!
1993 - Always Coca-Cola.
2000 - Enjoy.
2001 - Life tastes Good.
2003 - Real.
2006 - The Coke Side of Life
2007 - Live on the Coke Side of Life
2009 - Open Happiness
CHAPTER 4:
OBJECTIVES OF THE PROJECT
SCOPE OF THE PROJECT
CRITERIA FOR PROVIDING FREE CHILLING EQUIPMENTS
RTM –ROUTE TO MARKET CORRECTION
OBJECTIVES OF RTM –ROUTE TO MARKET CORRECTION
BENEFITS / LEARNING
OBJECTIVES OF THE PROJECT
To determine the market share of coca-cola company
To know about the retailer’s wants in terms of product selling.
To know effectiveness of the pre-sell distribution strategy in the market.
Visi coolers survey in the markets of Lucknow region.
Ensuring the visibility of product.
Ensuring the availability of products in outlets.
To know whether the outlets get the scheme or not.
SCOPE OF THE PROJECT
Scope of the study for Coca-Cola by this study, the company will come to know:-
Through this study company can know its growth.
This study will also help to the company to know about their new concepts position in the
market.
This study will also help to the company to know about its promotional activities.
Through this study company will know about the availability of its products in the market.
CRITERIA FOR PROVIDING FREE CHILLING EQUIPMENTS
COCA –COLA COMPANY HAS SEVEN BRANDS. All of them are manufactured at M/S
BRINDAVAN BOTTLERS. Each brand has its own flavors content. These are
bottled at M/S BRINDAVAN BOTTLING PLANTS near BARABANKI and
supplied in Lucknow city by M/s ADVANCE SALES & SERVICES (P)
LTD.,marketing unties of BRINDAVAN BOTTLERS.
Marketing is getting right goods and service at right time and right place to right people at right
price with right communication.
The comprehensive marketing activity at lucknow marketing service is controlled by Mr.Rajeev

Saxena (G.M.) Mr B.K. srivastava (sales manager), Mr.Deepak verma
(distribution manager).today consumers have different measurement to buy above
which has a smaller self-life. The major market of soft drink is under the grab of
local distributions, which provides the innocent consumer’s all the sort of
connections.
RTM –ROUTE TO MAP CORRECTION
PROJECT DURATION (15TH JUNE TO 13TH AUGUST)
HEADED BY: DEEPAK KUMAR VERMA
(SALES & DISTRIBUTION MANAGER)
TEAM SIZE: 14
AREA: LUCKNOW
CLUSTER:
CHINHAT
CHARBAGH
KHURRAM NAGAR
WHAT IS RTM –ROUTE TO MAP CORRECTION?
Route to map is a technique and survey method by which we can identify and analyze the current
market retailers and wholesalers location in a particular location or cluster.
DEPOT- KHURRAM-NAGAR.
ROUTE NAME NO. OF OUTLETS
NISHATGANJ 125
VIKAS-NAGAR 119
TRANS-GOMTI 90
ALIGANJ 118
JANKIPURAM I 90
JANKIPURAM II 85
KALYANPUR 84
NEW-HYDRABAD 114
INDIRA NAGAR 113
DEPOT - CHINHUT
ROUTE NAME NO.OF OUTLETS
HAZRATGANJ 42
LALBAGH 1st 88
LALBAGH 2nd 76
H.AL./FAIZABAD ROAD. 113
GOMTI-NAGAR.1st 105
GOMTI-NAGAR 2nd 89
GOMTI-NAGAR 3rd 61
NARAHI 105
SADAR 47
CANTT 51
DEPOT – CHARBAGH.
ROUTE NAME NO.OF OUTLETS
CHAARBAGH -I 112
CHAARBAGH –II 103
ALAMBAGH 125
V.I.P.ROAD/LDA 95
BANGLABAZAR 99
BULAKIADDA 75
AISHBAGH 107
JAILROAD 100
MAWAIYA 112
OBJECTIVES OF RTM –ROUTE TO MAP CORRECTION
To identify the market potential.
To enhance the better distribution setup.
To increase the sales
To facilitate better approach for salesperson
To control the cost of distribution
Better logistics and chain supply
Analysis of consumption pattern
To know the purity of brand order
Dealer and wholesaler’s relationship and problem relationship
Comparative analysis of coca cola and pepsi
Display of banner, glowing sign, DPS, hoardings for advertisement.
Demand n supply analysis for next year.
Estimating future sales and distribution efforts
Collection/details of existing retailers
BENEFITS / LEARNING
Understand the importance of RTM
Better interpersonal skills
Market search
Handling queries with dealers, wholesalers, retailers.
CHAPTER 5:
RESEARCH METHODOLOGY
CHOICE OF RESEARCH DESIGN AND ALTERNATIVES
DATA COLLECTION METHOD
PRIMARY DATA
SECONDARY DATA
PRIMARY SOURCES:-
PERSONAL INTERVIEWING
SURVEY METHOD
QUESTIONNAIRE METHOD
SECONDARY SOURCES:-
RESEARCH INSTRUMENT USED:-
SAMPLING TECHNIQUE USED AND SAMPLE SIZE
FIELD WORK- METHOD USED FOR DATA COLLECTION
RESEARCH METHODOLOGY
Research design is the conceptual structure within which research is conducted. It constitutes the
blue print for the collection, measurement and analysis of data. Research design is
purely and simply the framework to ensure that the required data are collected
accurately and economically. A good research design has following
characteristics:
Problem Definition
Specific method of data collection and analysis
Time required for research project
Estimation of expenses to be concerned
I have used Exploratory Research Design for my study. The reason for using this design is that
there is a less experience and knowledge about the market and the main emphasis
during the research was to discover ideas regarding awareness level of people,
therefore I wanted to use a design which is flexible.
Exploratory Research Design was perfect for such research and it provided me the opportunity
for considering various other aspects related to my study.
DATA COLLECTION METHOD
PRIMARY DATA
It was collected through the survey conducted. The questionnaire was prepared and asked to
answer by the retailers. They were also personally interviewed. The data collected
was totally original and did not exist before. The data was flexible and reliable
too.
Advantages:-
Get comprehensive and original information
Convenient to respondents
Information are primary mode
Disadvantages:-
Often takes much time
Info may be incomplete
Need to be quite clear about what looking for
SECONDARY DATA
The data which already exist in the nature is called secondary data it provides a slating point for
research and offers the advantages of low cost and ready availability.
The historic literature and other regarding the company profile and strategic planning were taken
from secondary sources like internet.
Advantages:-
Doesn’t interrupt program or client’s routine program
Information already exist
Less costly
Disadvantages:-
Information may be incomplete.
Not flexible means to get data, data restricted to what already exists.
PRIMARY SOURCES
PERSONAL INTERVIEWING
This method is used when you want to understand someone's buying behavior pattern, or learn
more about their answers to questionnaires.
Advantages:-
Get full range and depth of information
Develops relationship with person
Can be flexible with customers
Disadvantages:-
Can take much time
Can be hard to analyze and compare
Can be costly
Responses may be bias
SURVEY METHOD
When need to quickly and / or easily get lots of information from people in a non-threatening
way.
Advantages:-
Inexpensive to administer
Easy to compare and analyze
Administer to many people
Can get lots of data
Disadvantages:-
Might not get careful feedback
Are impersonal
In surveys, may need expert opinion
Doesn’t get full information of consumer buying behavior
QUESTIONNAIRE METHOD
This method of data is quite popular. A questionnaire consists of a number of questions printed
in definite order on a form. The respondents have to answer them on their own. I
constructed a questionnaire containing 12 questions related to my objective of the
project. It is enclosed in the reports.
Advantages:-
The responses are gathered in a standardized way, it is in close-ended form.
Generally it is relatively quick to collect information.
However in some situations they can take a long time not only to design but also to apply and
analysis.
Disadvantages:-
Questionnaires are standardized so it is not possible to explain any points in the questions that
participants might misinterpret.
Respondents may answer superficially especially if the questionnaire takes a long time to
complete.
Respondents may not be willing to answer the questions. They might not wish to reveal the
information or they might think that they will not benefit from responding perhaps
even be penalized by giving their real opinion.
SECONDARY SOURCES:-
The data was collected through internet.
RESEARCH INSTRUMENT USED:-
In this project questionnaire method is used to collect data due to following reasons:-
Written questionnaires are more cost effective as the number of research questions increases.
Questionnaires are easy to analyze. Data entry and tabulation for nearly all surveys can be easily
done with many computer software packages.
Questionnaires are familiar to most people. Nearly everyone has had some experience
completing questionnaires and they generally do not make people apprehensive.
Questionnaires reduce bias. There is uniform question presentation and no middleman bias. The
researchers own opinions will not influence the respondent to answer questions in
a certain manner.
There are no verbal or visual clues to influence the respondent.
Questionnaires are less intrusive.
SAMPLING TECHNIQUE USED AND SAMPLE SIZE
I have used multi stage sample technique.
Area sampling is used, i.e. retailers were selected from Lucknow
Sample size :- 3093 retailers and wholesalers.
FIELD WORK- METHOD USED FOR DATA COLLECTION
I have visited all the retail shops to collect the data.
METHOD FOR DATA COLLECTION
Questionnaire method was used for data collection. Quite often questionnaire is considered as the
heart of research. Hence it should be carefully constructed.
Questionnaire include:-
Dichotomous question
Multiple choice questions
Ranking based question
CHAPTER 6:
DATA PRESENTATION
DATA ANALYSIS
DATA PRESENTATION
Data presented by - Pie charts, bar charts, percentage calculation.
Research design is the conceptual structure within which research is conducted. It constitutes the
blue print for the collection, measurement and analysis of data. Research design is
purely and simply the framework to ensure that the required data are collected
accurately and economically. A good research design has following
characteristics:
I have used Exploratory Research Design for my study. The reason for using this design is that
there is a less experience and knowledge about the market and the main emphasis
during the research was to discover ideas regarding awareness level of people,
therefore I wanted to use a design which is flexible. Exploratory Research Design
was perfect for such research and it provided me the opportunity for considering
various other aspects related to my study.
DATA ANALYSIS
Q1-AVAILABILITY OF PRODUCT THROUGH INTERMEDIARIES
INTERPRETATION
According to the graph it is clear that maximum shop keeper take products from
the distributor which is 92% where as only 08% shop keeper
purchases products from wholesale market.
2-TYPE OF CHILLING EQUIPMENT USED BY THE
OUTLETS
INTERPRETATION
From the above graph it’s clear that in most of the outlets there is vi-si-cooler
which is 75% where as only 15% outlets has OYA(Own Your Assets).
LEADING BRAND OF THE COCA-COLA COMPANY ACCORDING TO
THEIR PREFERENCES
INTERPRETATION
According to the graph it is clear that THUMS UP is the most preferred brand that
is 41% where as MMPO (Minute Maid Pulpy Orange) and LIMCA
are the least preferred brands among the consumers which is only 3%
and 2%.
4-HOW MUCH OUTLETS HAS THE VISIBILITY OF PRODUCTS
INTERPRETATION
From the above graph it is clear that-
58% shops were having banner.
35% shops were having Rack.
25% shops were having Flange.
42% shops were having Posters and
36% shops were having other items.
5- MARKET SHARE OF COCA-COLA COMPANY COMPARING WITH
PEPSI COMPANY
INTERPRETATION
From the above graph it is clear that the market share of COKE is 71% as compare
to PESPI which is 29%.
6-RETAILERS VIEWS REGARDING THE SERVICES OF COCA-COLA
INTERPRETATION
85% outlets are satisfied by the services of coke where as only 5% outlets are not
satisfied by its services.
7-THE MONTHLY SALES OF BOTH THE COMPANIES FOR PRODUCTS
IN THE MONTH OF JUNE
MONTHLY SALES OF JUICES
1000 974
800
712
600
QTY
400
200
0
Coke's Juices
Pepsi Juices
ANALYSIS:
From the above graph it can be interpreted that monthly sale of Coke’s juices is
more as compared to Pepsi’s.
Monthly sale of Coke’s juices is near about 974 carats & of Pepsi juice is near
about 712 carats.
8-THE CUSTOMER PREFERS THE MOST (GIVE RANKING)
Tetra Pack (200 ml) ( )
250 ml ( )
500 ml ( )
1 Litre ( )
Pack Preference
Tetra Pack
1(l) preference Preference
13% Tetra Pack
Preference
250(ml) preference
500(ml)preferen
33%
ce
24% 500(ml)preference
250(ml)
preference 1(l) preference
31%
A
ANALYSIS: From the above analysis: -
1st Rank :- Tetra pack(200 ml)
2nd Rank :- 250 ml
3rd Rank :- 500 ml
4th Rank :- 1 Litre
9 - BRAND IS MORE PROFITABLE FOR YOU TO SELL?
Coke
Fanta
Sprite
Maaza
Minute made pulpy
Thumb sup
Profitability
appy fizz others

0% 1%
slice+tropicana
maaza+pulpy
15%
orange
41%
frooti
43%
maaza+pulpy orange frooti slice+tropicana appy fizz others
ANALYSIS:
Out of the surveyed outlets most of the retailers said that Frooti was more
profitable to them with 43% share.
The least profitable to them was appy fizz.
10-THE SALESMAN OF ALL COMPANIES FREQUENTLY VISIT

OUTLET
a) Yes b) No
F R E Q U E N T V IS IT O F T H E S A L E S M A N
NO
8%
YES
NO
Y ES
92%
ANALYSIS:
Near about 92% retailer’s agreed that salesmen of other company’s visit their
outlets. Only 8% retailers disagreed with the question.
11-THE FREQUENCY OF VISIT OF SALESPERSON OF COKE TO YOUR
OUTLET
a) Daily b) Weekly c) Fortnightly d) Monthly
40
30
20 40
25
10 15
10
0 0 0 0 0
Analysis:-
Near about 40% of outlets in cluster is visited daily only 10 % outlets are there
where reach of coke’s salesperson is very low that is once in a monthly.
CHAPTER 7:
SWOT ANALYSIS
FINDINGS
CONCLUSION
SUGGESTIONS
LIMITATIONS
The SWOT analysis is been done on the COCA-COLA Company
and following things has been preferred in terms of
company.
STRENGTHS
Strong brand name.
Effective and efficient management.
Adaptability with changing market trend and demand.
Strong market strategy.
Strong distribution channels.
MMPO - healthy.
WEAKNESS
Lack of proper sales man training.
Problems in the frequency of the delivery of goods.
OPPORTUNITIES
Diversification of juice products.
With growing juice market so handsome opportunity to increase
sales and capture market.
THREATS
Change in taste of people.
More competitors.
Unpredictable market conditions.
FINDINGS
The most popular flavor in the market is THUMS UP.
COCA - COLA is market leader and PEPSI is the market challenger in the whole market where I
have surveyed.
From the COCA-COLA products THUMS UP and the PEPSI products DEW is the highest
selling the market.
In some areas of market the supply of PEPSI is better than COCA - COLA.
In the case of the mineral water AQUAFINA is selling more than KINLEY.
I have found that a retailer gives more preference to the COCA-COLA products like THUMS
UP, MAZZA, SPRITE and FANTA.
In the case of the scheme PEPSI is providing more schemes than the
COCA-COLA.
Sales have increased after locating visi-cooler outside of outlets.
The company new concept Pre-sell got the good response mean the
concept of Pre-sell is prefers by the retailers.
According to this survey in 80% outlets Pre-sell responded well while in 20%
outlets responds was low.
The new products of COCA-COLA, Minute maid has a big flop in the Lucknnow City.
The company has introduced a 1.25 lts. pack for the lower class family.
The store is categorized on the basis of their sales, it mean Diamond, Gold, Silver.
Retailers do not get the company's actual schemes.
Some sales man does not make bills for the retailers.
If retailers complaints regarding discounting and schemes then he is not responded properly.
There is a tough competition between the major brands of soft drinks companies in the market
namely Coca Cola and Pepsi.
Frooti and Maaza were available on all the outlets which I have covered.
Pepsi provides very liberal credit facilities to the retailer where as Coke doesn’t provide such
facilities.
Some of the retailers said that the sale of all the juices are equal as per the customers taste and
preferences.
The findings made conclusion that Frooti and Slice are also giving tuff competition as far as
other juices are concerned.
Retailers have also appreciated the Distribution services of Coke products.
Pepsi provides a better promotional schemes and services as compared to Coca Cola.
There is less advertisement of Maaza at the point of purchase.
Customers are buying Maaza because of its great taste and also of better quality with reasonable
price.
There is a less display of Maaza on the outlets.
Company has given less emphasis on hoardings, boards and banners of its products..
CONCULUSION
Every thing in this world is made to utilize properly but it should be reach at the proper person or
to the proper utilized areas. Otherwise the value added to those things became in
vein. As there is a prove "far from eye, far from heart" thus marketing role plays a
very important role in achieving the objectives of a company, undoubtly, value
utility is created by the manufacture of products or service but time and place
utilities are created by marketing role, according to Drucker, "both the market and
the distribution channels are often more crucial than the products", they are
primary : the products is secondary. in an economy like that of India, where
marginal shortages can lead to disproportation distortion in prices,a dependable
and efficient distribution system creates a value adds to all most all products.
All from the above study not withst anding its restructing efforts pepsi is still far away with its
great competition like coke.
SUGGESTIONS
The company should measure Retailers satisfaction regularly.
Company can increase the sales when it considering more on retailers, their
suggestions or complaints about service or product so that necessary action can be
taken.
Review meeting should be often held so that the working pattern of the executives can be
checked and improved if needed.
Company representatives should visit retailers and should make a long - term relationship with
retailer so that they can push the product.
Since customers are value maximizes and their expectation to this brand is high, as the brand
image shows their quality is supervene so the company should also take feed back
at time to time. By this they can make their brand loyal.
Distributers should be convinced to pass the incentives to the retailers so that they are motivated
to promote this brand.
Increase the number of dealers and retailers as this will help in making high sales volume.
Cash discount should be competitive and luring.
Try to continue the good image of the outlets by keeping more and more good quality in
services. By this the monopoly will continue with Coke products.
Company should attains on small outlets so there sales can increase.
Aggressive selling is required by Coke. Visibility of the brand should be more, therefore
hoardings, posters, glow signs should be provided to the retailers.
The company should come up with better promotional schemes and services.
The company should also have to concentrate on competitive rates and schemes of their
competitors.
If the retailer gets some money then they will work hard to increase the sale of the product in the
market.
The company should launch more new flavors and brands in juices.
To attract more and more customers constant upgrading and improving of the products must be
done in order to compete with their competitors.
The company should follow the Push Strategy and Just Noticeable Difference (JND) in order to
increase its sale.
Promises made by the company or any employee should be fulfilled timely.
For marketing strategy of company should divers it business in related this sector Like - Ice
creams, butter & chocolates because of company have visi coolers in mostly
outlets.
Now company should launch new taste of soft drinks like recently launched Minute Maid & also
launched new product in another flavour.
Company should search area for increasing in sales.
In winter Season Company gives discount & schemes to retailers so they sell more our product.
Company must make new strategy to fight local cold drinks brands.
Company should give new dealership on small towns.
Try to decrease the price of commodity in competition of Pepsi.
Company should try to maintain manpower.
LIMITATIONS
The study is only confined to retailers and so the preferences of actual consumers could not be
taken.
A busy schedule of dealers/ retailers also makes the collation of information a very difficult one.
Non co-operative behavior of respondent was a big problem in this survey.
The retailers may or may not reveal the true information’s.
Time factor acted as a big constraint because it is too difficult to cover all the outlets.
Maximum effort was made to survey each outlet but some of the outlets may be missed.
Sometimes the right person was not at the place so it was difficult to get any information related
with my project.
Sometimes some respondents were not in full mood to give the answers of our questions so some
of the answers may not be exact.
While interviewing respondents were confused about their own answer.
Some of the retailers were not co-operative.
The entry and exit of new/old can increase or decrease the market share.
CHAPTER 7:
BIBLIOGRAPHY
WORDS OF THANKS
ANNEXURE:-
Questionnaire
Tracking sheets
BIBLIOGRAPHY
Books:-
Marketing Management: - By Philip Kotler
Research Methodology: - Methods and Technique By C.R. Kothari
Magazines:-
Business Today
4P’S
Websites:-
www.cocacolaindia.com
www.fnbnews.com
www.indiaindustryprofiles.com
www.google.com
www.yahoo.com
WORD OF THANKS
I pay sincere thanks to Coca Cola Company, which gave me the chance to do me summer
training in their reputed organization.
This is a matter of great respect on their side that they supported me in every problem faced by
me.
Hope that in future also I will get a support from their side and I shall be given an opportunity to
work under this brand name and to be a part of this organization.
Thank You.

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ROUTE TO MAP CORRECTION

Submitted In Partial Fulfilment for the Requirements

Under the Guidance of:

BBS INSTITUTE OF MANAGEMENT STUDIES

BBS INSTITUTE OF MANAGEMENT STUDIES

I wish him all the best for his/her future.

Accomplishment of tasks and objective is achieved by

It has been a profound privilege for me to have an

I wish to acknowledge my deep sense of gratitude to my guide in

Finally, I pay my regards to all, who directly or indirectly helped in

At last, I also thank the employees of COCO COLA for

HISTORY OF THE COCA-COLA COMPANY

MISSION, VISION & VALUES

INDIA: OURHISTORY IN INDIA

Director External Affairs,

COCA COLA ENTERPRISES INC

TYPE : PUBLIC (NYSE:CCE)

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

CHIEF FINANCIAL OFFICER : WILLIAM W. DOUGLAS

REVENUE : $19.800 BILLIAN USD

OPERATING INCOME : $1.495 BILLIAN USD

NET INCOME : $1.143 BILLIAN USD

EMPLOYEES : 73,000 (APPROX)

HISTORY OF THE COCA-COLA COMPANY

YEAR WISE HISTORY OF BOTTLING:

Year 1894: A modest start for a bold idea

Year 1899: The first bottling agreement

Years 1900-1909: Rapid growth

In the 1920s: Bottling overtakes fountain sales

In the 1920s and 1930s: International expansion

In the 1940s: Post-war growth

In the 1950s: Packaging innovations

In the 1960s: Introduction of new brands

In the 1970s and 1980s: Consolidation to serve customers

In the 1990s: New and growing markets

21st Century: Coca-Cola today

MISSION, VISION & VALUES

Everything we do is inspired by our enduring

To Refresh the World...in body, mind, and spirit.

To Inspire Moments of Optimism...through our brands and our actions.

To Create Value and Make a Difference...everywhere we engage.

To achieve sustainable growth, we have established a Vision with clear goals:-

Planet: Being a responsible global citizen that makes a difference.

Partners: Nurturing a winning network of partners and building mutual loyalty.

Leadership: “The courage to shape a better future”

Passion: “Committed in heart and mind”

Integrity: “Be real”

Accountability: “If it is to be, it's up to me”

Collaboration: “Leverage collective genius”

Innovation: “Seek, imagine, create, delight”

Quality: “What we do, we do well”

India: Our History in India

Coca-Cola India has made significant investments to build and

ORGANISATIONAL CHART OF ADVANCE SALES & SERVICES

COCA COLA SLOGANS

Coca-Cola has succeeded in spite of an extremely price-sensitive consumer with entrenched

Marketing Execution Manager

This thirst-quenching beverage features a fresh,light lemon-lime taste

Coca Cola’s Maaza Very Popular:-

Minute Maid Pulpy Orange:-

Kinley Mineral Water:

Coca cola slogans: