ANALYSIS OF THE MARKETING STRATEGIES OF COCO-COLA AND

PEPSI

Submitted By:-

Mohd faisal

Under the Guidance of Ms. Shruti Agrwal

A Dissertation
Submitted in Partial Fulfillment of the Requirement For The
Master of Business Administration
Batch 2009-2011

Submitted To:-

G.L.Bajaj Institute of Technology and Management

Plot No. 2 Knowledge Park III Greater Noida
Gautam Budh Nagar Uttar Pradesh

1
 Acknowledgement

I express my sincere gratitude to Asstt. Prof,Ms. Shruti Agrwal was a

source of motivation and gave me the opportunity to work on this project.
He has been my mentor during this project. His guidance and vast
knowledge has been a source of inspiration. I wish to express my heartfelt
gratitude to all the faculty and staff members who have always been a
guiding light of this study right from the word go. They gave me insights,
which have proved to be very useful for me while I went about doing this
study.

Mohd. Faisal

2
 PREFACE

“Acceptance of New challenge makes the path for future success”

Today companies must urgently and critically rethink their business mission and
marketing strategies. Instead of operating in a market place of fixed and known
competition and stable customer preferences, today companies work in war zone of
rapidly changing customer/competitor technological advance, new law, managed trade
policies and diminishing customer loyalty.

Company considers the fact that today customer face a plenitude of product every
category. Consider that customer exhibit varying and diverse requirement for product
service combination and prices.

In the face of their vast choices, customer will gravitate to the offering that best meet
their individual needs and expectation.

Therefore it is not surprising that today’s winning companies are those who succeed
best in satisfying indeed delighting, their target customer. If they can’t bring something
special to get market. They will not last long. These companies are market. They will not
last long. These companies are market focused and customer driven.

They pay extreme attention to quality and service to meeting and even exceeding
customer expectation.

3
TABLE OF CONTENTS Page No.

• Synopsis 5
• Introduction 6-8
• Industrial profile 9 - 31
• Core brand in India 32 - 34
• Fabulous fact about coco-cola 35
• History of coco-cola 36
• History in India 37
• Promise by coca-cola 38 - 40
• Strategies adopted by coca-cola 41
• Marketing mix 42 - 55
• Objective of the study 56
• Research Methodology 57 - 60
• Limitations 61
• Highway Analysis 62 - 63
• Findings & Analysis 64 - 65
• Suggestion s 66
• Conclusion s 67 - 68
• Bibliography 69
• Questionnaire 70 - 71

4
 Synopsis

(A Brief overview of the study)

The study was carried out at Ghaziabad.

The projections were made on the basis of a set of assumption and policy statement as
practiced by Coca Cola Company.

To suggest the most suitable media for educating the consumer about the new product.

Understanding from customer’s satisfaction

Major problems faced by customers.

Consumer post purchase behavior.

5
 INTRODUCTION

SOFTDRINK INDUSTRY:

The total soft drink market in Rs 6000 Crores.

India’s per capital consumption of soft drinks has risen to 9.5 servings in 2004 as
against 7.5 servings in 2000 followed by 5.4 serving in 1997 Branded soft drinks retail
anywhere in India between Rs 8 – Rs 12 and are expensive When measured against
Purchasing power. There are around 4, 00,000 retailers of soft drink. A soft drink is a
non-alcoholic beverage. It is artificially flavored and contains no fruit or pulp.

India with population of more than 100 crores is potentially one of the largest consumer
markets in the world after China. The consumer market can be defined as the market
for products and services that are purchased by individuals as house holds goods for
their personal consumption. Soft drink is a typical consumer product purchased by
individuals to quench thirst and secondly for refreshment.

Searching for the point of origin of Indian soft drinks we first document on Gold Spot,
which was the first brand soft drink in India. It was introduced by PARLE during later
part of 40’s.

Cola giant, Coca-Cola was the first foreign soft drink to be introduced in India in 1965,
Coca-Cola make a very good beginning and dominated the whole scheme right from the
word go. Coca-Cola faced no competition at that time.

6
The marketing people did not even receive to publicize Cola-Cola for it sold first like
probability not-cakes. This extraordinary success of soft drinks can be attributed to the
following factors:-

Absence of contemporary competitive brand.

Euphoric image built up in the Western countries proceeded the entry into Indian
Market; and Indians are very found by nature of foreign goods, services etc. due to
prolonged foreign rules.

Parle Exports (P) Ltd., later in 1970 introduced Limca, Lemony Soft drinks. Before
Limca introduce, they had tentatively introduced Cola, Pep COCA-COLA.

Three of four groups of Indian companies who had the required production capacity
started their own brands of Cola, Lemon, Orange, but failed to achieve their goal on a
national basis.

India always has love and hate relationship with MNC’s which gave a significant
opportunities to soft drink industries in India when Coca-Cola decided to windup its
operations in 1977 rather than bowing to the Indian government insisting on:-

Dilution of equity, as the government felt that lots of foreign currency was being
wasted.

Manufacturing of the top-secret concentrate in India.

Disclose of the chemical composition of the essence.

This left a large vacuum in the popular soft drink market, and a vista was opened to any
company with the requisite, technical, marketing and organizational skills.

7
The exit of Coca-Cola from India in1977 accelerated the growth of several Indian Soft
Drink. New soft drink in the form of Tetra pack entered the market among Frooti,
Jump-In and Treetop were the prominent once. Till 1977 their equipped bottling plants
and the distribution network a longing to be of no use. It took them one year to develop
new formula to survive and gradually came up with Campa Lemon, Orange and Cola
that order.

However Parle, the pioneer in the soft drinks, blazed its way to national prominence with
their product “Thumps Up” bearing the slogan “Happy Days are here again”. This
particular slogan helped to win over the loyalists or addicts to Coca-Cola, who was in
the state of “Cola Shock” or Cola Depression”. Soon the Indian Soft drink industry
started at a phenomenal rate, and all Parle Products Gold Spot, Limca and Thumps
Up became the brand leader in their own segment.

In spite of all these, the drink market still has large gap, as claim by soft drink
manufacturers. To fill these gaps there are many soft drinks concentrate and squashes
flooded the market. The Indian soft markets offered three flavors i.e. Orange, Lemon
and Cola.

1990 saw the coming of the multinational company PEPSI entering the Indian market,
11 years after the exit of Coca Cola. It had name, fame and edge of being one of the
best in the game and it offered stiff competition to Parle and Coke. Pepsi Cola
Company founded by CALEB BRADHAM in 1890 at North Carolina in USA. Now it is
ranked 86th (1998) in the world with the asset of around $25000 million, having its head
quarter at ATLANTA. Its CEO is ROGER ENRICO and Pepsi co. India holding
chairman is MR. RAJIV BAKSHI. Pepsi Co. India’s HQ is at Gurgaon.

8
INDUSTRIAL PROFILE

Present soft drink boon in India was attributed to the legacy of Coca Cola, which was
there in INDIA till 1977. In todays market the Coca-Cola (Coke, Thumps Up, Fanta,
Limca, Sprite, Vanilla Coke, etc.) hold a 62% market share that appears to bear
concentrated rush to beg a big share in the soft drink market.

Various national & multinational firms are engaged in soft drink market due to increase
in its demand day by day. As far as INDIA soft drink market is concerned there are
major company’s engaged having a big completion to capture the soft drink market are
namely Coca-Cola & Pepsi. While Campa Cola & many local cola’s still notice in the
Indian Market.

Pepsi Cola attacked Coca-Cola before World War II. Coca Cola dominated the
American soft drink industry, Pepsi cola was a drink less to manufactures & with a less
satisfactory taste then Coke. Where as Coca-Cola major selling point was more drink
for the same price and Pepsi emphasized on advertising.

During World War II Pepsi & Coke both enjoyed increased sale. After the war Pepsi sale
was started to fall relatively to Coke, resulting the Coca-Cola had starting to click the

Market share. A number of factory contributed to Pepsi problem were poor image, poor
taskforce, poor quality control etc.

At that point Alfred.N.Steeler came to the presidency of Pepsi cola with a great
reputation for merchandising. He and his staff recognized that the main hope lay
transforming Pepsi from a cheap imitator of Coke into a class on soft drink
manufacturer.

By 1955 all Pepsi’s major weakness had been overcome, resulting sales had climbed
substantially. These actions from 1955 to 1960 led to a considerable sales growth for
Pepsi.

9
In India another company engaged in soft drink market is Coca-Cola. It is one of the
most widely known, accepted and admired trademarks of the world. Coca-Cola was
their in India till 1977, when the Indian Government banned it due to strong resentment
against multinational company’s Coca-Cola was re-launched again in India in
September 1993 at “HATHRAS” near Agra. The India people welcomed the come back
of their most loved Cola in the country with great enthusiasm and vigor.

Coca-Cola marked its re-launching with acquiring five Parley drinks viz. Thumps Up,
Gold Spot, Limca, Citra, Maaza, Soda.

Soft drink industry is one of the fastest growing industries in India. The basic
idea behind the rapid growth of this industry is due to following reasons:

The great corporate war between Coke & Pepsi, who left no stone unturned, for
monopolizing the India Soft Drink market.

The basic ideology of these two giants is to promote soft drinks as a food item in India
hold.

The long hot summers in India have increased the consumption of soft drinks.

10
 EXPLANATION

1)GSB- GLOW SIGN BOARD:

It is a display board or hoarding bearing the promotional advertisement of the respective

product of the company. The companies for their product promotion and sales
enhancement usually provide them.

2) DPS-DEALER PRINTED SIGN BOARD:

Display boards of the same nature with an additional feature of the retailer’s name or
the outlet’s name being mentioned on them, in order that the sponsors bear the value –
addition on the behalf of the company. Usually provided to stockiest who have large
consumption of the product.

3) COUNTERS:

Wooden or metallic framework provided by the company to the exclusive outlets which
either stock in bulk or which are particular brand outlets. The company in return
promises a certain fixed stock supply for a certain time period. The counters bear the
company’s advertisements as a source of marketing promotion.

4) TABLE- CHAIR- UMBRELLA:

Molded furniture of plastic is being provided at various open-air restaurants or “dhabas”

for the convenience of the customers while their visits. In return the company achieves
product promotion as well as retailers satisfaction. They can also be seen at various
street side cafes and juice corners.

11
5) WALL PAINTINGS:

Painting of the brand advertisements on the walls of the outlets, which in result attract
and remind the consumers about the product. This makes the consumer aware of the
popularity and promotional effort made on the behalf of the company.

6) SGA-SALES GENERATING ASSET:

Under this category we generally head the refrigeration, visicoolers, and even the old
designed iceboxes. On the other hand it enables to motivate the retailers for better
sales on company’s behalf.

7) RACKS:

They are different types of plastic or material holders, which are used for the display of
the pet and other glass bottle. This creates a healthy exposure of the products,
remembrance to the ultimate consumers.

These all help in generating the company’s brand image at different levels:

• Market
• Retailers
• Consumers

12
 Glow Sign Board: Distribution

As per the observation of the route here it can be seen that PEPSI has made a nice
promotional efforts in distributing its GSB’s on various outlets. This has made the
market capturing for Coca-Cola tougher and a regular supply from their “Devyani
Bottling Plant” proved effective on the behalf of their services to retailers. There is a
fruitful effort made by the Pepsi in order to turn around the entire highway “blue” and it
can be proved up to some extent apart that Coca-Cola has also played in it’s role.

COCA-COLA 8
PEPSI 20

13
 Dealer Printed Sign Board:

While the survey was being done on the entire highway it revealed that at various bigger
outlets Pepsi has already provided DPS’s. in order to breakdown its retailers and the
distribution Coca-Cola has to make indigenous efforts. The retailers need something
“extra” to be convinced to stock Coke in addition to Pepsi; overall there is a steady
promotional effort to be put in. an outcome of this that can be felt is that at bigger
consumable outlets there is capture of Pepsi.

COCA-COLA 7
PEPSI 18

14
 Counters:-

The coverage of the highway showed that there was not much emphasis on the
distribution of the so called “counters” as the market here is not promising. But then too
the study revealed that Pepsi had provided it to the outlets, which are at places that
prove prominent for the promotional activity. Coca-Cola came out with a poor
promotional concern, as the potential held by them is weaker at the entire area. Also
there could not be seen considerable number of general stores and open-air restaurants
all along the highway.

COCA-COLA 9
PEPSI 23

15
 Table- Chair &Umbrella:-

During the survey it was observed that the supply of these sorts of accessories is very
meagre, as we could not view any street side restaurant and halting corner. This survey
did give a dignified figure that there ‘s no such effective requirement but then too Pepsi
reported to be dominating. It revealed that Coca-Cola did not make any efforts to
capture the highway here as the potential of soft drinks has not yet gained pace here.

COCA-COLA 2
PEPSI 7

16
 Wall- Painting:-

Usually the outlets here had wall painting that enhanced the people to memorize about
the refreshment by having a drink and get exhausted. It’s basically to attract people in
order that they are able to recognize a suitable place for them to have a coke or Pepsi.
Also a very common type of promotional activity adopted by the companies to attain
popularity. Coke though tried its level best to outrage Pepsi but was not successful and
resulted in unsatisfactorily.

COCA-
13
COLA
PEPSI 35

Sales Generating Asset:-

17
Under this category the companies head the various instruments that are useful in the
handling of the product in a very feasible manner- refrigerators, iceboxes,etc. both
Coca-Cola and Pepsi provided them on schemes being an essential requirement for
sustaining of such products but the later one had the coverage area in a better way.

COCA-
35
COLA
PEPSI 43

Rack:-

18
They are the plastic molded or metallic framed structures that are used for holding the
glass bottles or even the pet for display. They are ones that is a healthy scope for
display needed or sometimes for the beautification of the outlet.

COCA-
18
COLA
PEPSI 24

They compete vigorously, and at the same time they cooperate smartly with their
strategic partners in their supply and distribution chain.

Every company has a set of department to viewing it as a system for managing core
process. Company must manage and master such basic process order generation to
order fulfillment.

In modern marketing discipline mass market is fragmenting in micro- market, multiple

distribution channel are replacing single channel, price discounting and sales promotion.

Designing the best marketing mix “To make a sale” there is growing emphasis on
designing the best relationship mix for winning and keeping customer. Good customer
are an asset which, when will managed and served, will return a handsome lifetime
income stream to Co.

Relationship marketing is not only a company drives to bond better with their
consumer. Companies also develop mutually profitable relationships with their retailer,

19
supplier and distributor. If the Co. squeezes its retailer profit unduly, it forces too much
product on distributor the Co. will fail. Smart companies check & balance with their
supplier and distributor in the drive to better serve their ultimate customer.

And marketing, at its best goes beyond meeting existing customer needs. Good
company will meet needs; and great companies will create a market.

TABLE-1

20
Various consolidated figures representing the share of both COCA-COLA and PEPSI on
Noida Sec (37) to Surajpur Highway.

CATEGORY COCA-COLA PEPSI

GSB 8 20
DPS 7 18
COUNTER 9 23
TABLE-CHAIR
&
UMBRELLA 2 7
WALL
PAINTING 13 35
SGA 35 43
RACK 18 24

Total Number of outlets: 71

Major Areas covered under this Highway:

Surajpur Dadri Road (market).

Bhangel.

Noida(sec.37).

TABLE-II

21
Similar consolidated data in respect of the market share of both COCA-COLA and
PEPSI on Vijay Nagar (check post) to Garh Ganga.

CATEGORY COCA-COLA PEPSI

GSB 83 67
DPS 23 15
COUNTER 39 42
TABLE-CHAIR
&
UMBRELLA 11 6
WALL
PAINTING 59 41
SGA 64 53
RACK 73 61

Total Number of outlets: 121

Major Areas covered under this Highway:

Vijay Nagar.

Masuri.

TABLE-III

22
Marketing promotional data being collected through daily survey as to the scenario of
both Coca-Cola and Pepsi and inspecting the need of the promotional accessories
therefore. The entire highway market being studied started from Sumam theatre to
Kadrabad.

COCA-COLA PEPSI NONE

CATEGORY
GSB 39 15 4
DPS 31 9 18
COUNTER 28 27 3
TABLE-CHAIR
& 9 5 44
UMBRELLA
WALL
31 17 10
PAINTING
SGA 29 26 3
RACK 27 29 2

Total Number of Outlets: 58

Major Market Area Covered on the Highway:

Govindpuri.

Rajchopla

23
Following results are of the comparison between Coco-Cola, Pepsi
and Other Brands ( Based on Table No.3)

Glow Sign Board:-

Being a small market equipped of various small shops and cool corners they mostly
possessed the GSB’s. while at some big outlets there may be 2 or more. Taking into
consideration this market Pepsi has a high competitive share with Coca-Cola, which
need to be taken care of.

40

30

20

10 GSB

0
COCA- PEPSI NONE
COLA

Dealer Printed Sign Board:-

Many of the outlets were provided the DPS’s while the market promotional activities had
been conducted. Pepsi though behind Coca-Cola in this category had not lead down
much emphasis on it. Usually found at bigger outlets that do bulk stocking of the product
as the company’s advertising is being featured on it.

24
 40

30

20

10 DPS

0
COCA- PEPSI NONE
COLA

Counters:-

Both Pepsi as well as Coca-Cola go hand in hand under this criterion. On regular basis
the counters of Coca-Cola were distributed earlier and Pepsi made its distribution later,
which was observed as a result that the later ones seemed new. The counters do add to
the outlets initial impact at the consumer, which attracts him to make the purchase.

30
25
20
15
10
COUNTER
5
0
COCA- PEPSI NONE
COLA

25
Table- Chair-Umbrella:-

In the market of Modinagar there’s a limited scope for these accessories as they are
found mostly at open air restaurants having large premises. The restaurants here are
not much sophisticated with gardens or compounds having place to put in Umbrellas,
etc. also a major share of the market is left untouched by such provisions that may
flourish in near future.

50
40
30
20
10 TABLE-CHAIR &
UMBRELLA
0
COCA- PEPSI NONE
COLA

26
Wall-Painting:-

Various sweets corners and cooling points at the market bore it. Recently Coca-Cola
revived the entire market painting and turned the whole market in “red”. Thus, at various
Pepsi outlets even the retailers got their display and walls painted red with Coca-Cola’s
advertisements.

40

30

20

10 WALL PAINTING

0
COCA- PEPSI NONE
COLA

Sales Generating Asset:-

There is high demand of refrigerators by the retailers, as they want to have an increase
in the number of SGA’s to stock more. Both Coca-Cola and Pepsi had already provided
each at their respective corners. Under this segment both of them have near about
stand this being one of the basic necessities.

30

20

10 SGA

0
COCA- PEPSI NONE
COLA

27
Rack:-

Under this category it’s Pepsi who has taken the lead as a result of their recently
organized rack distribution scheme. The retailers in return had to purchase additional
stock for display on the racks in turn of PET bottles. They do play a major role in the
display of the product outside the cool corners and helps in attracting the consumers

30

20

10 RACK

0
COCA- PEPSI NONE
COLA
.

WHAT IS COCA-COLA

Coca-Cola Company is the world’s leading manufacturer, marketer and distributor of

non-alcoholic beverages, which we sell to bottling and canning operations, authorized
fountain wholesalers and some fountain retailers. We also market and distribute juice-
drink products. In addition, we have ownership interest in numerous bottling and
canning operations.

The Coca-Cola Company exists to benefit and refresh everyone who is touched by our
business. Founded in 1886, our company is the worlds leading manufacture, marketer
and distributor of non-alcoholic beverage brands. Our corporate headquarters are in
Atlanta, with local operations in nearly 200 countries around the world.

Our local strategy enables us to listen to all the voices around the world asking for
beverages that span the entire spectrum of tastes and occasions. What people want in
a beverage is the reflection of which they are where they live, how they work and play ,

28
and how they relax and recharge. Whether you are a student in the United States
enjoying a refreshing Coca-Cola, a woman in Italy taking a tea break, a child in Peru
asking for a juice drink, but also to contribute to communities around the world through
our commitments to education, health, wellness and diversity.

We strive to be a good neighbor, consistently shaping our business decision to improve

the quality of life in the communities in which we do business. It’s a special thing to have
billions of friends around the world and never forget it.

SOFT DRINK PENETRATION IN THE UK

VIS-A-VIS INDIA

CSD penetration in Britain, a nation of 58 million, is almost 100 percent. There is

nowhere that marketers can go with their cans. Compare this to India, an emerging
market of 1 billion people where penetration at national level is 13%. In rural India, it is
less than 5%. The per capita consumption of soft drinks (calculated as liters of soft
drink per head per year) in the UK is 203 while in India it has moved to nearly 7 from
less than 1 pre-1990. there is plenty of room still for an upsurge since this level is lower
than other emerging economies in South Asia, such as Pakistan at 19, Sri Lanka at 23,
the Philippines at 175 and Thailand at 100.

AFFORDABILITY: A KEY ISSUE IN INDIA

Affordability is the primary reason behind the low penetration of CSDs in India. They
attract high taxes, being treated as luxury goods by the Indian government. This makes
them one of the most expensive impulse foods for single serve consumption vis-à-vis
others in the same category like chocolates, biscuits, ice-creams and wafers, all of
which have a much lower entry price point. This makes CSDs unaffordable to a vast
majority of Indian consumers, a country with per capita income of $300

29
This apart, CSD consumption is extremely seasonal, skewed to summer and mainly
outside the home. Since a large proportion of women are confined to home, soft drink
penetration among women is much lower. Also, India with long spells of scorching heat
has problems with cooling infrastructure. Fast moving consumer goods outlets in India,
soft drink outlets make up less than one third, many of whom don’t own electrical
cooling equipment]

MORE FIZZ IN INDIA THAN IN THE UK

The low penetration of CSDs in India presents a huge opportunity for Coca-Cola and
Pepsi (these are the only two beverage companies in India) to grow the category. Coke,
for certain, is pushing the brand in emerging markets like India and China rather than in
mature markets like the UK. For instance in India, both is focused on extending
distribution into rural regions. This explains why they spent millions of rupees
introducing smaller packs, 200ml bottles, at a cheaper price. Developing low cost home
packs and creating numerous occasions to drink CSDs are also part of the new
strategy.

CSD GROWTH CHART: INDIA

The soft drinks market in India has registered significant growth rates after the
liberalization of the economy in the early 90’s. This phase of liberalization brought
PepsiCo to India’s shores in the 1989 and Coca-Cola for the second time in 1993. (it
had exited from the country in 1977 when the then socialist government obliged foreign
companies to shed majority stakes in favor of growth , in healthy double digits , through
the first half of the 90’s but has declined to single digit level in the last few years. This is
due to three reasons: the general economic slowdown, frequent price increases in the

30
last 3 years and the emergence of cheaper alternatives such as powdered concentrates
and bottled water.

COKE & PEPSI IN INDIA: A BRUISING COLA WAR

Coke and Pepsi together spend 40 million pounds annually in outdoing one another.
Even though the potential of carbonated drink is enormous in India, coke is not banking
on CSDs alone to fuel growth. A lesson well learns from developed markets like the UK.
It has entered new areas like kinley water , Georgia tea and coffee and its Sun fill
dilutable drink. These are its biggest growth engines in India at the moment. In fact,
from single-serve water bottles, Coke has now moved into the 20-litre home packs,
which has given it substantial market share. It is number two in the water business next
only to the home-grown Bisleri.

Pepsi , like its counterpart in the UK, has been a laggard in this respect. Even though it
has launched Aquafina water in India , Pepsi does not seem to be pushing it. It has no
presence in the dilutable category.

But in contrast to the UK, the Pepsi brand has a huge presence in India , both in volume
and brand image. In fact, its exemplary marketing acumen took it ahead of Coke in the
early days and , even today, Pepsi and Coke are running neek and neck in cola shares-
explaining the high pitch cola war on the Indian soil.

31
 CORE BRANDS IN INDIA

CORE BRANDS :

Coca-Cola: Developed in a brass pot in 1886, coca-cola is the most recognized

and admired trademark around the globe. Not to mention the
best selling soft drink in the world.

Sprite: In 1961, a citrus-flovered drink made its U.S debut, using “Sprite
Boy “as inspiration for its name. This elf with silver hair and a big smile was used in
1940s advertising for Coca-Cola. Sprite is now the fastest growing major soft drink in
U.S and the world’s most popular lemon-lime soft drink.

Fanta : The name “fanta “ was first registered as a trademark in Germany in 1941
,when it was used for a few year for a soft drink created from available materials and
flavors . The name was then revived in 1955 in Naples, Italy, when it was used for the:”
fanta “orange drink we know today. It is now the trademark name for a line of flavored
drinks around the world.

Diet coke: The extension of the coca-cola name began in 1982 with the introduction
of diet coke (also called coca-cola light in some countries). Diet coke quickly become
the number – one selling low –calorie soft drink in the world.

32
BRAND IN INDIAN ORIGIN

GOLD SPOT: this orange cardonate soft drink was introduced in the early 1950c, and
acquired by the coca-cola company in 1993, its tangy taste has been popular with
Indian teenagers

LIMCA: It is thirst-quenching beverage features a fresh and light lemon-lime taste and
lighthearted attitude. The limca brand was introduced in 1971 and acquired by the coca-
cola company in 1993.

MAAZA: Maaza, launched in 1984 and acquired by the coca-cola company in 1993, is a
non carbonated mango soft drink with a rich, juict & natural mango taste.

THUMPS UP: in 1993, the coca-cola company acquired this brand, which was
originally introduced in 1977. Its strong and fizzy taste makes it unique carbonated
Indian cola.

33
BRAND IN INDIA

34
 FABULOUS FACTS ABOUT COCA-COLA

The world’s largest spherical coca-cola sign is in Nagoya, Japan a top the dial – Nagoya
building in front of the Nagoya railway station. The sing is a double sphere constructed
from more then 46 tone of steel, more 940meter of neon tubing, and more then, 879
light bulbs. The outer shape features the coca-cola logo and contour bottle, while the
inner sphere portrays a comic scene with twinkling planets and stars.

One of the world’s largest signs for coca-cola is located on a hill called “ELHACHA” in
America, Chile. It is 400 feet wide and 131 feet high and is made from 70,000, 26 ounce
bottles.

The first out door paint sign advertising coca-cola still exists. It was painted in 1894 in
Cartersville, Georgia.

Coca-cola is one of the world’s most recognizable trademarks recognized in countries

that account for 98 percent of the world’s population.

If all the coca-cola ever produced were in 8- ounce bottles. And these bottles were
distributed to each person in the world. There would be 678 bottles or over 42 gallons
for each person.

If all the coca-cola ever produced were in 8 – ounce bottles, placed side by side and
end to end to from a lane highway, it would wrap around the earth 82 times.

If all the coca-cola ever produced were flowing over Niagara fall at its normal rate of 105
million gallons per second instead of water, the falls would flow for about a day and a
half 38 hours and 46 minutes.the largest representation of the world’s best known

35
package 100 foot tall glass contour bottle is located at world of coca-cola LOS
VEGAQS

HISTORY OF COCA- COLA

Dr. John S. Palmerton in Atlanta, Georgia invented Coca-Cola in May 1886. the name
“Coca-Cola” was suggested by Dr. Pemberton’s bookkeeper, Frank Robinson. He
penned the name Coca-Cola in the flowing script that is famous today. Willis Venable
first sold Coca-Cola at an average of nine drinks a day, adding up to a total sales for
that year of $50 since the year’s expenses were just over $70, Dr. Pemberton took a
loos. Today products of the Coca-Cola Company are consumed at the rate of more than
one billion drinks per day.

Jon Styth Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta,
Georgia it was May 1861 when the pharmacist concocted a caramel colored syrup in
three–legged brass kettle in his backyard. He first distributed the new product by
carrying Coca-Cola in a jug cown enjoys in a glass of Coca-Cola at the soda fountain.
Whether by design or accident, carbonated water was teamed with the new syrup,
producing a drink that was proclaimed “Delicious and Refreshing”.

Dr. Pemberton’s Partner and bookkeeper, Mr. Frank Robinson, suggested the name
and penned as “Coca-Cola” in the unique flowing script that is still famous worldwide
today.

Dr. Pemberton’s sold 25 gallons of syrup, shipped in bright Red wooden kegs. Red has
been a distinctive color associated with the No.1 soft drink brand ever since. For his
efforts, Dr. Pemberton grossed $ 50 and spent $ 73.96 on advertising, by 1891,
Atlanta chemist as a G.Canler had acquired complete ownership of the Coca-Cola
business.

36
He purchases it from the Dr.Pemberton family for $ 2300. With in 4 year his
merchandising flair helped to expand the consumption of Coca-Cola to over $25 million.

Robert W. woodruff become the president of the Coca-Cola company in 1923 and his
more than six decades of leadership took the business of commercial success making
Coca-Cola an institution the world over. Coca-Cola begins as a never tonic, but candy
merchant Joseph A. Biedenharn of Mississippi was looking for awry to serve refreshing
beverages. He responded to this demand began offering bottle Coca-Cola using syrup
shipped from Atlanta, during a hot summer in 1894.

HISTORY IN INDIA

The coca-cola company reintroduced coca-cola in India on October 23, 1993, after an
absence of 16 years.

The coca-cola company received approval from the government in July 1996 to set up a
holding company to invest US $ 700 million in downstream operation of beverages

In July 1997 the holding company was permitted by the government to operationally its
bottling subsidiaries.

The bottling subsidiary currently owns and operates twenty-six bottling plants and sixty
distribution centers across India. In addition, it uses 20 contract packers to augment its
production capacity and cater to the increasing demand for its wide portfolio of
beverage.

37
Promise By COCA-COLA

Coca-Cola company exists to benefits and refresh every it touches. The basic
proposition of our business is simple , solid and timeless . when we bring refreshment ,
value , joy and fun to our stakeholders then we successfully nurture and protect our
brand , particularly coca-cola . that is the key to fulfilling our ultimate obligation to
provide consistently attractive to the owner so four business.

More then a billion times every day , thirsty people around the world reach for coca-cola
products for refreshment. They deserve the highest

Quality – every time . our promise to deliver that quality is the most important promise
we make . and it involves a world-wide , yet distinctively local , network of bottling
partner , supplier , distributor and retailers whose success is paramount to our own.
Our investment in local communities in over 200 countries totals billions of dollars in
jobs, facilities , marketing, the purchase of local good and services, and local business
partnership. Always and every where , we pursue continuous innovation in the products
we offer the processes we use to make them, the package we develop and the way we
bring them to market .

38
 YOUR HEALTH AND OUR BEVERAGES

There is growing confusion about what constitutes a health diet. With so mush
conflicting information available about health and nutrition, it can be very difficult to
determine what is accurate and what is not.

The truth is that soft drink and beverages have a place in a healthy lifestyle. A healthy
diet incorporates the basic principles of variety, balance and moderation without
sacrificing enjoyment.

Health and our beverages --- the facts

Soft drinks do not contribute to diabetes.

The caffeine and phosphoric acid in soft drinks does not affect bone health

The sugar in soft drinks does not cause children to be hyperactive.

The consumption of soft drinks has not affected calcium consumption.

Sugar consumption has not been shown to cause obesity.

The amount of sugar and calories in soft drinks is about the same as many fruit juices

39
COCA-COLA INDIA-OUR VISION

Provide exceptional strategic leadership on the Coca-Cola India system, resulting in

customer preference and loyalty, through Coca-Cola’s commitment to them and in a
highly profitable Coca-Cola corporate branded beverages system.

THE COCA-COLA-MISSION

“THE BEST GLOBAL COMPANY”

The mission of Coca-Cola Co. is to increase shareowner value over time. The Co.
accomplishes the mission by working with its business partners to deliver satisfaction
and values to its customers, through world wide system of superior brands and
services, thus increasing brand equity on a global basis, create consumer products,
services and communications, customer service and bottling strategies, process and
tools in order to create competitive advantage and deliver superior value.

40
 STRATEGIES ADOPTED BY COCA-COLA

Coca Cola globalization Strategies

The Coca Cola Company is global player and approximately 70 percent of its volume
and80 percent of its profit come from outside the United State Of America. Although it
was perceived as a standardized brand across the world, Coca Cola had been quietly
fine turning its international marketing strategies to suit the needs of individual national
markets. Only the brands Coca-Cola, Sprite and Fanta were marketed globally. In Latin
American and Europe, where a heavy consumer preferred existed for lemon lime and
orange sodas. Coke had developed a wide range of formulations and flavors to cater
the needs of different countries. In Indonesia Coke had been selling pineapple and
banana flavored sodas which had been carefully developed to suit local preferences. In
Japan, Coca-Cola had added a coffee drink called Georgia and energy healthy drink
named Aquarius to its product line. In India, the Coca-Cola Company acquired the
brands Limca, Maaza and Thums Up in 1993.

41
 MARKETING MIX

MARKETING MIX & STRATEGY :

Marketing mix of any organization consists of 4 ps i.e. Product, price, place and
promotion having its own significance, that varies from one organization to the other. in
coca – cola the information about all the 4 P`s that can be available to me is given here:

PRODUCT: Product mix of coca-cola consists of the various brand packs and flavor
given in the table. Product strategy of the coca-cola is to promote all brands available in
the brand packs and to introduce the product in new flavor is also introduced.

PRICE: Regarding the pricing policy or the price to the distributor is not disclosed to me,
but as done for the different product of the company, company has priced the product
same as that of its major competitor or the market leader.

PLACE: the coca-cola company in India is governed from its corporate office located
at Gurgaon in Haryana . It governs the working of five zones covering whole India these
zones are –north zone , eastern zone , western – zone , southern zone and Andhra
Pradesh zone . These zones are divided in to various. Plant, which govern the area

42
assigned to them. The area is the various distribution centers called distributors and
C&F agents. Then come the retailers / customer for the company’s product,

They receive good from distributor and c&f agent. Finally consumer is there, having the
product from the consumer’s shops or delivered to their home, it is more clearly visible
through this chart. The coca-cola company, which gave its reach to the mouth of billion
of people all around the world having a wide distribution, network. In India, the pace and

Speed at which coca-cola has widened its business is really amazing. Distribution
network is the biggest strength of the company.

PROMOTION: this past of the marketing is playing a very vital and important role in
the current situation in India . Looking at the competition and promotion and advertising
budget of both the companies coca-cola and Pepsi, one can easily estimate the
importance of this. The promotion mix of coca-cola is divided in to top line promotion
and below the line promotion.

Top line promotion includes the promotion designed and done by the company’s
corporate office of gurgaon and the office of Bombay T.V ads , design of banner , and
other p-s done by the company simultaneously all around India with no difference in
designs etc fall in this category . Below the line promotion includes the promotion
schemes, publicity material, POS display done by the company from zonal, plant, sale
manager and area sales manager level. At the sales manager and area sales manager
level the promotion done exclusively for the cities in their respective area and other
POS display.

43
OUR BRANDS

Wouldn’t you to know what Apricot, Coffee, Lychee Nut, Orange, Cola Mix and Sour
Cherry beverages taste like?

One of the most popular areas of the world of Coca-Cola, our Co’s. Atlanta attraction, is
“Taste of the World”, the opportunity to sample some of the many beverages we
produce. As the global leader in the non-alcoholic beverage industry, we offer nearly
300 brands across almost 200 countries. Many of these brands, including soft drinks,
fruit juices, bottles water and sports drinks, are only available in specific reason for this
is simple: different people like different beverages at different times, for different
reasons.

So pour yourself a virtual glass of something you have never experienced before. Take
a look at some of the many brands we offer to people around the world.

44
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 . created in Atlanta, Georgia by
Dr. John S. Pemberton, Coca-Cola was first offered as a fountain beverage by mixing
Coca-Cola syrup with Carbonated water. Coca-Cola was registered as a trademark in
1895. Coca-Cola was being sold in every

state and territory in the United States. In 1899, the Co. began franchised bottling
operations in the United States.

Today, you can find Coca-Cola in virtually every part of the world and the Coca-Cola
Co. has more than 230 beverages to its portfolio.

45
Diet Coke

“Looking good and tasting great”

Diet Coke was born in 1982 and quickly became the No.1 sugar free drink in diet –
conscious America, known as Diet Coke in the U.S., Canada, Australia and Great
Britain and as Coca-Cola light in other countries, it’s now the No.3 soft drink in the
world. It’s the drink for people who want no calories, but plenty of taste. Ad campaigns
around the world for diet coke share a playful, sophisticated and sexy attitude.

Visit our Audio/Video-center to witness how the Diet Coke north American ad campaign
celebrates the real and human attributes that make people alluring in the eyes of others.

46
Fanta:

The Coca-Cola Co. acquired a favourite in Europe since the 1940’s, Fanta in 1960.
Fanta Orange is the core flavour, representing about 70% of sales, but other citrus and
fruit flavours have their own solid fan base.

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 the bright color
(particularly orange), bold fruit taste, and tingly carbonation. Fanta sells best in Brazil,
Germany, Spain, Japan, Italy and Argentina. Fanta distribution was increased in the
U.S. in 2001 with the return of four flavour : Orange, strawberry, pineapple and grape.
Orange, the biggest seller, is now available in most of the country.

47
Limca:

“ Light and Lemony”

This thirst quenching beverange features a fresh, light lemon-lime taste and fun-loving
attitude. It’s a homegrown, national treasure in India, where the Coca-Cola Co. acquired
it in 1993. the product’s invigorationg taste and cloudy look haven’t changed, but the
brand has been revitalized with a new marketing campaign. Limca continues to build a
loyal following among young adults who love the lighthearted way it compliments the
best moments of their lives. It’s also become a hit in many Persian Gulf countries. Grab
a Limca and go.

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Maaza

“yaari Dosti Taaza Maaza”

with the real fruits taste kids love, plus added calcium, Maaza’s tagline, “Yaari-Dosti
Taaza Maaza “means” Friendship moments with fresh Maaza”in Hindi. Maaza was
introduced in India in 1984 as a no carbonated mango fruit drink. It was acquired by the
Coca-Cola Co. in 1993 and is currently available in three flavours, manbo, pineapple
and orange plus added calcium.

Sprite:

“Clear, crisp, refreshing.”

Introduced in 1960, Sprite is the world’s leading lemon lime flavoured 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 peopleenjoy Sprite because of its crisp, clean
taste that really quenches your thirst. But also has an honest, straightforward attitude
about things that sets it apart from other soft drinks. Sprite encourages you to be true to
who you are and to obey your thirst.

49
Thumps Up:

“Strong Cola Taste, exciting personality”:

Thumps Up is the leading carbonated soft drink and most trusted brand in India,
originally introduced in 1977, it was acquired by theCoca-Cola Co. in 1993. it is known
for it’s strong, fizzy taste and it’s confident, mature and uniquely masculine attitude. This
brand clearly seeks to separate the men from the boys.

50
COMMITMENT TOWARDS INDIAN BRANDS

Coca-Cola India (CCI ) has implemented aggressive strategies for all the five brands
acquired from Parle. The strategies adopted are in concern with the long –term plans of
Coca-Cola India. The Coca-Cola Co. is the world’s largest beverage Co. and is the
leading producer and marketer of soft drink. The Co. markets 4 of the world’s top 5
brands, including Diet Coke, Fanta Sprite.

As the 200ml returnable Glass Bottle (RGB)has become the popular package size of
the Indian Carbonated soft Drink Industry. Thumps-up and limca are now available in
200ml RGB, 300ml RGB, 500mlPET, 2lt PET, 330mlcans thus , along with Coca-Cola
and Fanta, the Indian consumer has a choice of 4 brands in cans. Collectively, the
choice in package sizes available to consumers is now wider than ever before. This has
also generated incremental volume growth at the retail level adding positively to the per
capita consumption in the country.

While thumps Up has always been India’s leading Carbonated soft drinks, Limca is the
No. 1 brand in the cloudy lemon segment. From 1993 till date, inputs in both the brands
ran the gamut in advertising to packaging, raising brand awareness to unprecedented
levels. The investment in acquiring these brands and the proceeding inputs there in has
seen these brands grow admirably. While Thumps-up has grown over 50% over the last
3Yrs , Limca has grown over 20%.Thumps-Up recorded a phenomenal growth of 54%
in the Mumbai market in March 1997, the first month of the launch of the new logo. The
new logo that has a strong streak of blue speed lines adding a powerful element of
speed and adventure was featured on 500ml refillable “thunder Pack” bottles. Research
conducted by “research International” in Mumbai showed that 84% of Thumps-Up
consumers preferred the new logo to the old one.

51
COCA-COLA’S: CREATIVITY IN ADVERTISIMENT

Coca-Cola: “Thanda Matlab Coca-Cola”

This ad is creative in the sense that, while enjoying the

y can use the word “Coca-Cola” in the place of “Thanda”. The word thanda has been
made to be synonymous to Coca-Cola.

The Ad is made to target the common people who wish to quench their thirst by just
asking for any brand instead of Coca-Cola. While doing such they may extend their
taste, behaviour $preference towards Coca-Cola. The main theme of this slogan is to
make the brand common for every person and at every time.

THUMPS UP: “taste the thunder”

This advertisement is also creative. The slogan itself refers the thundering idea. It
challenges the teenagers for the taste. It is well known the today’s youth want to do
something extraordinary. They

want to showthemselves superior. So company is exploiting the mentality of today’s

youth that the productis for them who want to accept the challenges.

52
SPRITE:

“ dekhave pen na jao apni akal lagao”

The creative advertisement refers that don’t go on exposure . try to go on rationality. It

made for those people who want to do their work by their own opinion and taste.

Now a days everything is full of exposure that is made to attract the people and such
type of products always give the dissatisfaction among the people. Therefore the
world’s biggest soft drink company has made a product for the man who doesn’t try to
go on exposure and who always believe in rationality i.e. sprite.

LIMCA:

“ just ! Take it Easy”

It is well known that lemon in used to over come the stress as well as it helps in
digesting. Regarding thia truth Coca-Cola made its product Limca, to follow the principle
of lemon. Ot refers that if someone is in the depth of stress and strain and he want to
refresh himself, he must go on lemon flaver, Limca is the best.

53
COCA-COLA INDIA-OUR VISION

Provide exceptional strategic leadership on the Coca-Cola India system, resulting in

consumer and costomer preference and loyality, through Coca-Cola’s commitment to
them and in a highly profitable Coca-Cola corporate branded beverages system.

THE COCA-COLA MISSION

“ THE BEST GLOBAL COMPANY “

The mission of Coca-Cola co. is to increase shareowner value over time. The co.
accomplishes the mission by working with its business partners to deliver satisfaction
and value to customers and consumers through world wide system of superior brands
and services, thus increasing brand equity on a global basis, create customer products,
services and communications, customer service and bottling strategies, process and
tools in order to create competitive advantage and deliver superior value.

54
PRODUCT OF COCA COLA COMPANY

• Coca Cola
• Thumps up
• Limca
• Sprite
• Fanta
• Maaza
• Kinley

• Coca Cola : Do not contain any fruit. It is a flavour.

• Thumps up : Do not contain any fruit. It is a flavour.
• Limca : Do not contain any fruit. It is a flavour.
• Fanta : Do not contain any fruit. It is a flavour.
• Maaza : Contain fruit. It has mango flavour.
• Kinley : It is a soda water.

55
56
 OBJECTIVES OF THE STUDY

In this study an effort has been to several factors which need to be taken due
consideration to adhere to the advertising, sales promotion and various sales
influencing factors of the soft drink market.

In the fast changing competitive as well as economic scenario all around the world and
the domestic front, the main objective of the study are:-

• To study the promotional policies of the beverage companies onto various

highways.
• Study the comparative adds promotion by Coke in respect to Pepsi.
• Analysis regarding displays set up on the highways by the companies in order to
induce the sales.
• Study for designing the budget requirement of the company for the coming year
mainly focusing marketing of the product.

Basically survey on the type of promotional setback faced by their product not
representing up to mark performance.

57
 RESEARCH METHODOLOGY

Research Methodology is a way to systematically solve the problem.

It may be understood as a science of studying how research is done scientifically. In it

we study the various steps that are generally adopted by the researcher in studying his
research problem along with logic behind them . it is necessary for the researcher to
know not only the research methods/techniques but also the methodology used.
Researchers not only need to know how to develop certain indices or tests , how to
calculate mean or median or mode, how to apply particular research techniques but
must also know which of these methods or techniques are relevant and what would they
mean and indicate and why.

Research process consists of series of actions or steps necessary to effectively carry

out the research.

RESEARCH DESIGN:

The function of research design is to provide for collection of relevant evidence with
minimal expenditure of time effort and money. I followed the census method as I did
daily route riding along with the executives and the salesmen. I got opportunity to meet
and interact with each one of the retailers and closely came to know specific need of the
promotion of Coca-Cola in the market as a whole. I covered the distribution area under
highways at Ghaziabad, Modinagar and little area of NCR

region. Under the supervision I got number of relevant data from on spot inspection and
personal observation.

58
METHODS OF DATA COLLECTION:

Observation and interaction with the retailers provided me in depth knowledge about the
availability of changes in promotional items provided by Pepsi and Coca-Cola by the
distributors. I collected all vital data from the outlets visits which would be of high
consideration regarding the designing of the coming years marketing budget by the
Coca-Cola Company.

The survey sheet was instantaneously equipped of data duly observed by me and in a
systematic manner. The data thus inculcated is through Primary Source by Personal
Interviews, Enquiries and Observation. The responses thus received were also
encouraging on my behalf and as well as the company.

1.) MARKETING RESEARCH OBJECTIVES:

• To undertake a market study to know the Coca-Cola promotion on the highways.

• Comparative sales promotion (accessories) analysis with regard to Pepsi and
Coca-Cola.

2. TYPE OF STUDY : EXPLORATORY

3. RESEARCH AREA : GHAZIABAD, MODINAGAR AND NOIDA

4. SOURCE OF INFORMATION : (PRIMARY & SECONDARY)

In this type of data collection mode the interviem\wer uses the wording and order that
seems most appropriate in the context of each interview. These interviews are useful in
obtaining a clearer understanding of the problem and determining what areas should be
investigated.

59
5 .DATA COLLECTION INSTRUMENT : (SURVEY SHEET)

I collected data for my project work through the medium of Survey Sheets

In this method I got the prepared sheets from the company comprising of relevant
questions related with my project. Then I contacted respondents on their shops along
with the sheets for collecting the information.

6.RESEARCH APPROACH: (SURVEY METHOD)

7.SAMPLING PLAN:

Sample design is a definite plan determined before any data are actually collected for
obtaining a sample for a given population. The sample design to be used must be
decided by the researcher taking into consideration the nature of inquiry and other
related factors.

I have paid attention on the following points while designing the sample:

Target population

Sample Unit

Sampling Size

Sampling Method

60
a). TARGET POPULATION:

The population of the study consisted of retailers and dealers. Target population was
taken from the cities of Ghaziabad , Modinagar and Noida.

b). SAMPLING UNIT:

Random sampling was chosen that is where any outlet of the whole population was

likely to be selected as any other outlet that is all the outlets of the population have

equal chances.

Shops pursuing promotional tools (both dealers and retailers) in Ghaziabad, Modinagar

and Noida cities.

c). SAMPLE SIZE:

A total of 100 shops were observed from the cities –Ghaziabad, Modinagar and Noida.

d). SAMPLING METHOD: Purposive Sampling

61
 LIMITATIONS

The HIGHWAY SURVEY being conducted as the project work under Hindustan Coca-
Cola Beverages Pvt. Ltd. Mainly dealt with the following limitations:-

The survey report that was conducted had a pre-defined boundation of interviewing the
retail outlet owners. It’s based on simple observational analysis which may lead to
deflection at the time of conclusion arrival.

The survey sheet being designed had a limited scope of primary data coverage only. It
did not take into consideration the other availability of supply and Co ground on which it
decided upon the provision of distribution of the promotional accessories.

During the entire survey the retailers willingness for acquiring the accessories in
accordance with the schemes followed with them could not be noticed. This could be
one of the reasons of the non-appropriate promotional efforts in making an awareness
among the customers

4 . The data regarding:

• How the accessories can be acquired?

• When the accessories did come into distribution channeling?
• Were the retailers informed on the distribution?
• What encouraged them to posses the accessories?
• Are they enjoying back up from the company for promotional activities?

5. The time constraint was also prevalent as there was not abundant time for a
detailed study to be conducted among the retailers and dealers.

6. The financial limitations could also be felt as the funding regarding the survey was
not subjected which lead to a lack in an in-depth study to be undertaken.

62
 HIGHWAY ANALYSIS

An indigenous effort on the behalf of the surveyor in order to be very cautious while
collection of the raw data that is of primary nature of promotion at highways.

This highway is a part of the study undertaken on the behalf of the Coca-Cola Co. in
order to help it design out its next coming years marketing and advertising are
performed in order to capture the psychological attention of the passed by in order to
refresh them.

The study is thereby based on the primary data collected at various refreshing outlets
being covered on the major highways of – Delhi and NCR region. It is basically a
comparative study between the two major “Cola Giants”-PEPSI and Coke.

The two major routes being covered during my survey on the project are:

Noida ( Sec-37) To Surajpur.(Route having Pepsi’s- Devyani Bottling Plant)

Vijay Nagar Check Post To Garh Ganga.(Route having Coca-Cola’s Ghaziabad

Production Plant)

63
 SURVEY TERMINOGY

(1) SHOP NAME : Name of the Outlet.

(2) AREA : Route break- through being covered.(Market Area Studied)

(3) GSB : Glow Sign Board.

(4)DPS : Dealer Printed Sign Board.

(5) COUNTERS : Metallic/Wooden Counters With Company’s Printing.

(6) TABLE-CHAIR : Moulded Furniture along Umbrella’s various restaurants.

(7) WELL-PAINTING:Outlet containing Co. painting on the wall for promotion.

(8) SGA : Sales Generating Assets.*Refrigerator. * Ice Boxes

(9) RACK : Various types of racks holding the display of the

company’s product.

64
 FINDINGS & ANALYSIS

STATEMENT OF FINDING

The result which I get through analyzing and evaluating the data drawn from the
schedule and expressed in the form of percentage of sample size and their results can
better explain the level of customer’s satisfaction on after sales.

During my study what I find is described below.

• The service which is provided by the Coca Cola Company to the customer is
good.
• Right Execution of product by the sales man in different root is good.
• The Businessman group figures out to be very much aware regarding product.
• Working of management staff is good.
• Subordinate are skillful. They are able to motivate the worker time to time.
• Which bottles found leakage in a customer shop. Company return glass bottle at
the end of the month.

65
 MARKET PROMOTION ANALYSIS

(Special Supervision –Inspection Report in MODI NAGAR MARKET)

The research approach being followed in Modi nagar Market was regarding the
supervision of various outlets, which is one of the major consumable highways. There
was a special inspection done onto the statistical need of various sales promoting
accessories being provided to the retailers.

The distributing unit cover’s the over all supply to the market with his efficient sales
force in application. The unit here has a daily requirement of 550 carets of 200ml
&300mlof Coke, ThumpsUp, Fanta, Limca and Sprite. Whereas the pet consumption is
concerned the scenario is:-

• 500 ml – 65 packs.
• 2 ltr. - 30 packs.
• 1ltr. - 70 packs (Kinley- Distelled Water)
• LIMCA being the most demanded range of soft drink.

66
 SUGGESTION

I would like to offer some suggestion if implemented would increase the sale. These are
follows.

• To introduce new product which is related to pudina flavour.

• The company should offer some free check up camp, which leads the consumers
toward the company, and make them brand loyal.
• The company should provide the feedback forms to get the response of the
products.
• Before the launch an aggressive advertising must be carried out in order to
inform the customer about the new product.
• Continuous innovation in production process and services too are recommended
to get the competitive edge.
• Coca Cola Company should disclose own financial budget.
• Coca Cola Company can do better utilization of their resources.
• Coca Cola Company must adopt the better pricing policy for healthy competition
with the existing competitors.
• Coca Cola Company should be kept separate per unit budget of their plant.
• To expand the market in a rural area

67
 CONCLUSION

• The various retailer had an enormous demand for better GSB’s and in many
cases of DPS for a better, impressive outlet look to attract consumers.
• The endless demand of visi coolers in order to store large quantity of stock as a
part of marketing and distribution promotional function of the company is studied
therein.
• The steady flow of the company’s promotional accessories could be felt
irrespective of the consumption of the outlets of the product. For example: racks,
counters, sign boards, etc.
• In a competitive environment the company got to study the schemes of their
closest rivals, which they followed and in return fulfilled, the needs regarding their
outlets set up.
• Timely check up of the proper usage of the Co’s assets (SGA) being made as
well as their malfunctioning is rectified.
• Misuse of the Coca-Cola SGA’s should be brought into consideration as a
retailers, stock, other companies, stock and depreciate the demand of the source
company.
• The archrivals product study can be entertained from the retailers and the
privilege on their part is known which helps in formulation of better marketing
promotional scheme’s
• Pepsi’s regular stockholders be traced and break up by providing motivational
introductory offers enhancing the market capture.
• Coca-Cola should try to make arrangements so that the marketing
representatives would visit the retail outlets regularly and try to solve the
retailers, as well as the distributors, problems which they usually face during the
peak season.

68
• Better efficient sales representatives be appointed to update the retailers about
the schemes in comparison to Pepsi. This would encourage a curiosity regarding
the Coca-Cola schemes among them.
• The complaints of the retailers be studied and paid attention of the highest
degree to ensure better market capturing.

69
 BIBLIOGRAPHY

• Kotlar Philip, Marketing Management, Prentice Hall India, New Delhi, 2004.
• Kothari C.R, Research Methodology, Wishwa Prakashan, New Delhi, 2002.
• www.cocacola.com.
• www.google.com
• www.coca-colaindia.com

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QUESTIONNAIRE

1.Brand awareness among the consumer based on 1st response.

(a) COCA COLA (b) PEPSI

(c) OTHERS

2. Various motivating factors in making purchase decision.

(a) Students (b) Family

(c) Relatives (d) Yourself

3. Chances of buying Coca Cola Company’s Products.

(a)Definitely buy (b) Very likely will buy

(c) Probably will buy (d) Might or might not buy

(e)Definitely not buy (f) Can’t say

4.Strength of Coca Cola Company.

(a) Performance (b) Balance

(c) Fuel Efficiency (d) Price

5. How customers rate Coca Cola offering.

(a) Good (b) Average

(c) Excellent (d) Poor

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6. Quality provided by Coca Cola Company is.

(a) Good (b) Average

(c) Below average (d) No response

7. Major problem faced by consumer in Coca Cola Company.

(a) Excellent (b) Service

(c) Average (d) Suspension

8. Price charged by the Coca Cola Company.

(a) Very high (b) Competitive

(c) Low (d) No Response

9. What customer see at the time of purchase of product.

(a) Brand (b) Features

(c) Advertisement (d) After Sales Service

10. Behaviour of Management &Staff.

(a) Cooperative (b) Indifferent

(c) Ignorant (d) No Response

11. Level of Customer Satisfaction.

(a)Satisfied (b) Not-satisfied

(c)No response

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