Summer Training Project Report on

MARKET SHARE AND BRAND AVAILABILITY AT Coca-Cola Submitted By: VAIBHAV SHUKLA BATCH
PGDM (2010-2012) A PROJECT REPORT In partial fulfillment for the award of the diploma of

PGDM.
Jagan Institute of Management Studies, Jaipur June 2011

ACKNOWLEDGEMENT
I am grateful to MR.ASHISH KHANDELWAL , whose encouragement, Guidance and support from the initial to the final level enabled me to develop an understanding of the subject. I am grateful to Dr. DEVENDRA SHARMA, whose guidance enabled me to

complete the project as per requirements. Lastly, I offer my regards and blessings to all those who supported me in any respect during the completion of the project.

VAIBHAV SHUKLA PGDM (2010-2012) 16-06-2011

TABLE OF CONTENTS
S.No Topic . 1 2 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 Abstract Objectives Introduction Company Profile Product Profile SWOT Analysis Research Methodology Research Objective Research Design Data Collection Methods Analysis & Findings Personal Observations Recommendations Conclusion Limitations Questionnaire Used Bibliography Page No. 5 6 7 12 17 30 31 35 36 37 39-52 53 54 55 56 58-59 60

ABSTRACT
Coca Cola has come a long way since its beginnings, from selling nine bottles a day to currently over 800 million. In this project, we perform a comprehensive audit of Coca-Cola's marketing program and recommendations developed for future marketing plans. We provide recommendations for Coca-Cola's marketing efforts as well as product line enhancements, as Coca-Cola faces stiff competition and changing consumer tastes. These recommendations include:

Pursuing a multi-pronged marketing strategy

Quality of the products should be improved and the ingredients of the products should be mentioned on the products so that the consumers might be aware of the products they are consuming

The company must try to make different brands of Coca-Cola available at every retail outlet whether it is large or small, otherwise the consumer may go for substitute. The main objective of this study lies in understanding the organization. This project is based on information collected from primary and secondary sources.

OBJECTIVES

CHAPTER 1

INTRODUCTIO N
7

BEVERAGE INDUSTRY IN INDIA

Indias one billion people, growing middle class, and low per capita consumption of soft drinks made it a highly contested prize in the global CSD market in the early twenty-first century. Ten percent of the countrys population lived in urban areas or large cities and drank ten bottles of soda per year while the vast remainder lived in rural areas, villages, and small towns where annual per capita consumption was less than four bottles. Coke and Pepsi dominated the market and together had a consolidated market share above 95%. While soft drinks were once considered products only for the affluent. By 2003, 91% of sales were made to the lower, middle and upper middle classes. Soft drink sales in India grew 76% between 1998 and 2002, from 5,670 million bottles to over 10,000 million and were expected to grow at least 10% per year through 2012. In spite of this growth, annual per capita consumption was only 6 bottles versus 17 in Pakistan, 73 in Thailand, 173 in the Philippines and 800 in the United States. In 2001, Coca-Cola recognized that to compete with traditional refreshments including lemon water, green coconut water, fruit juices, tea, and lassi, competitive pricing was essential.

ORIGIN AND DEVELOPMENT OF THE SOFT DRINK INDUSTRY

Soft drink industry scenario the world over is almost the same with two major players i.e. Pepsi Co. and Coca-Cola having the major share in the pie. The other major player in the industry is Cadbury-Schweppes and some local player in individual countries. The major components of the industry consist of the concentrate manufactures, bottles and the sales and distribution network of the companies the rule and responsibilities of each of them are different. The major activity taken up by the concentrate manufactures relates to the production of the basic product which is bottled by the bottling plants mostly independents and subsequently sold through the established distribution set ups of the respective companies. Independents bottling arose primarily because it was not possible to create an effective organization for operating a vertically integrated company with hundreds of geographically separated manufacturing unit and local delivery operations given the limited transportation and communication system of the time and the lack of sophisticated financial and management controls. In India after the exit of coke in 1977 Parle and pure drinks controlled the Indian Soft Drinks market. By the end of 1970 Campa-Cola was practically alone in Cola market Parle introduced Thums up in the beginning of 1980s. By the end of 80s Parle with Limca, gold spot and Thums up emerged as clear winner with around 60% market share. Finally in June 1990 Pepsi was launched in India under the brand name of Lehar Pepsi. The most strategic step taken by Coca Cola was the purchase of Parle brands. With this coke instantly had the ownership of countries tap soft drinks brands as well as got access to Parles extensive 54 bottling plants as well as a pre set distribution net work. This purchase gave coke an over might lead occur rival Pepsi which had came almost 5 year earlier. 10

FACTORS AFFECTING SOFT DRINK INDUSTRY

Seasonality: Seasonality is one of the most important factors that affect the soft

drink business. Seasonality is primarily influenced either by the weather, or by holidays and religious festivals. Within the Group, soft drink business has different seasonal cycles throughout the year.
Service frequency: This is another factor that affects the business. Service

frequency is the time gap between visiting a particular outlet again. Service frequency directly affects the rotation time which in turn affects the value of business.
Demand pattern for the market: Every product has a different demand pattern and

affects the business.

Price of the product: Price of the soft drinks also affects the business. Due to perfect

competition in soft drink market, price of a product plays a major role in business.
Disposable Income: Disposable Income of the consumers also affects the business of

the soft drink players. A high disposable income of the consumers ensures a high demand for the products in the market.

11

CHAPTER-2

12

PROFILE OF THE ORGANISATION COMPANY PROFILE

Coca-Cola was first introduced by John Syth Pemberton, a pharmacist, in the year 1886 in Atlanta, Georgia when he concocted caramelcolored syrup in a three-legged brass kettle in his backyard. He first distribute the product by carrying it in a jug down the street to Jacobs 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. Pembertons 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. 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. Muhtar Kent (born in 1952), is a Turkish American businessman, who is currently Chairman and Chief Executive Officer (CEO) of The Coca-Cola Company.

13

ABOUT THE COMPANY (a) Values:-

The values that the employees in the Company are expected to keep up to and work by regularly are as follows:

14

(b)

Vision for sustainable growth

The world is changing all around us. To ensure our business will continue to thrive over the next 10 years and beyond, we are looking ahead to understand the trends and forces hat will shape our industry in the future. Our 2020 Vision creates a long-term destination for our business. It provides us with business goals that outline what we need to accomplish with our global bottling partners in order to continue winning in the marketplace and achieving sustainable, quality growth.

Mission:Coca Cola Roadmap starts with their mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions. To refresh the world. To inspire moments of optimism and happiness. To create value and make a difference.

(c)

QUALITY POLICY:-

To ensure customer delight, we commit to quality in our thoughts, deeds and actions by continually improving our processes

15

HINDUSTAN COCA COLA BEVERAGE PRIVATE LIMITED

Coca-Cola was the leading soft drink brand in India until 1977, when it left rather than reveal its formula to the Government and reduce its equity stake as required under the Foreign Regulation Act (FERA) which governed the operations of foreign companies in India. Coca-Cola reentered the Indian market on 26th October 1993 after a gap of 16 years, with its launch in Agra. The Coca-Cola Company acquired soft drink brands like Thumps Up, Gold spot, Limca, Maaza, which were floated by Parle, as these products had achieved a strong consumer base and formed a strong brand image in Indian market during the re-entry of Coca-Cola in 1993. Coca-Cola is made up of 7000 local employees, 500 managers, over 60 manufacturing locations, 27 Company Owned Bottling Operations (COBO), 17 Franchisee Owned Bottling Operations (FOBO) and a network of 29 Contract Packers that facilitate the manufacture process of a range of products for the company. It also has a supporting distribution network consisting of 700,000 retail outlets and 8000 distributors .Between 2001 and 2003, the per capita consumption of cold drinks doubled due to the launch of the new packaging of 200 ml returnable glass bottles which were made available at a price of Rs.5 per bottle. This new market accounted for over 80% of Indias new Coca-Cola drinkers

A Healthy Growth to the Indian Economy

Ever since, Coca-Cola India has made significant investments to build and continually consolidate its business in the country, including new production facilities, waste water treatment plants, distribution systems, and marketing channels. Coca-Cola India is among the countrys top international investors, having invested more than US$ 1 billion in India in the first decade, and further pledged another US$100 million in 2003 for its operations. 16

A Pure Commitment to the Indian Economy

The Company has shaken up the Indian carbonated drinks market greatly, giving consumers the pleasure of world-class drinks to fill up their hydration, refreshment, and nutrition needs. It has also been instrumental in giving an exponential growth to the countrys job listings.

Creating Enormous Job Opportunities

With virtually all the goods and services required to produce and market Coca-Cola being made in India, the business system of the Company directly employs approximately 6,000 people, and indirectly creates employment for more than 125,000 people in related industries through its vast procurement, supply, and distribution system. Coca-Cola is made up of 7000 local employees, 500 managers, over 60 manufacturing locations, 27 Company Owned Bottling Operations (COBO), 17 Franchisee Owned Bottling Operations (FOBO) and a network of 29 Contract Packers that facilitate the manufacture process of a range of products for the company. It also has a supporting distribution network consisting of 700,000 retail outlets and 8000 distributors. Almost all goods and services required to cater to the Indian market are made locally, with help of technology and skills within the Company. The complexity of the Indian market is reflected in the distribution fleet which includes different modes of distribution, from 10-tonne trucks to open-bay three wheelers that can navigate through narrow alleyways of Indian cities and trademarked tricycles and pushcarts.

17

18

PRODUCT PROFILE
The Coca-Cola Company offers a wide range of products to the customers including beverages, fruit juices and bottled mineral water. The Company is always looking to innovate and come up with, either complete new products or new ways to bottle or pack the existing drinks. The Coca-Cola Company has a wide range of products out of which the following products are marketed

IN THE COLA SECTION

19

IN THE LEMON SECTION

IN THE ORANGE AND APPLE SECTION 20

IN THE MANGO SECTION

IN THE JUICE SECTION

21

22

COMPETITORS

23

24

Marketing Strategies of Coca Cola

Marketing strategy a part of the marketing management process: The marketing management uses marketing strategies so that they can meet the customer's needs. The marketing strategy involves pricing, advertising, branding, packaging.The Coca-Cola Company manufactures syrups, concentrates and beverage bases for Coca-Cola, the companys flagship brand, and also produces over 230 other soft-drink brands sold by and its subsidiaries in nearly 200 countries around the world. Some of Coca-Colas latest domestic marketing strategies include Coke dominating fountain sales. Thousands of consumers visit fast-food restaurants every day and Coke feels that it is very important to have the consumer see and drink their product at such chains as McDonalds, Burger King, and Dominos Pizza.

SCHEMES as a Part of Marketing

Strategies

SUMMER PET DHAMAKA SCHEME

This scheme was launched to attract the retailers. In this scheme retailer has to take 3 crates of pet bottles and just fill an enrollment form to enter in this scheme. Crates will be 600 ml flavor, 2 L flavor, and 600 ml or 1.2 L maaza. The following will be the benefits: 1 with 600 ml flavor, he will be getting 3 bottles free 2 with 2 L flavor, he will be getting 1 bottle free. 3 with 600 ml or 1.2 L maaza, he will be getting 2 bottles free. After this if he displays pet bottles in his shop for 20 days then on return he will be getting 9 bottles of 600 ml free.This scheme was liked by the retailers. And most of them enrolled themselves for this scheme. 25

Sprite kholega toh bolega IPL Season 4

Riding on the passion of T20 cricket amongst consumers, Brand Sprite, Official Pouring Partner of Kolkata Knight Riders (KKR) had announced the launch of a Special edition Sprite Kolkata Knight Riders bottle. The latest initiative was a part of brand Sprites larger consumer engagement program to leverage the second season of DLF IPL, 2009. Independent research reports have shown, out of the 230 million mobile phone users in the country, the youth continues to be the largest users of mobile phones. Combining this key insight with the passion of T20 cricket, company had launched a special edition Sprite Kolkata Knight Riders bottle with insignia of key players.

26

INDIA SALES PVT. LTD.

MD VIKAS AGAWAL

DIRECTOR VIVEK RAJ

HEAD OF SALES P.N. SRIVASTAVA

GM (sales and marketing) RAJIV KUMAR SHARMA

GM FINANCE RAJIV

ASM LALIT SAXENA

DISTRIBUTION AMAN KUMAR

EXECUTI VE Z. ANSARI PSR

MARKET EXECUTION MANAGER AMRENDRA SINGH

KEY A/C MANAGER

HR

EXECUTIVE MARKET DEVELOPER

27

TYPES OF OUTLETS
The company has divided their outlets on the basis of the following criteria Volume Channel Income group VOLUME There are four types of outlets according to the volume of sales of the outlet-

CHANNEL The various routes formulated by HCCBPL for distribution of products are as follows:
Key Accounts: The customers in this category collectively contribute a large chunk of the total sales of the Company. It basically consists of organizations that buy

28

large quantities of a product in one single transaction. The Company provides goods to these customers on credit, payments being made by them after a certain period of time i.e. either a month of half a month. Examples: Clubs, fine dines restaurant, hotels, corporate houses etc. Future Consumption: This route consists of outlets of Coca-Cola products, wherein a considerable amount of stock is kept in order to use for future consumption.The stock does not exhaust within a day or two, instead as and when required stocks are stacked up by them so as to avoid shortage or non-availability of the product. Examples: Departmental stores, Super markets etc. Immediate Consumption: The outlets in this route are those which require stocks on a daily basis. The stocks of products in these outlets are not stored for future use instead, are exhausted on the same day and might run a little into the next day i.e. the products are consumed at a fast pace. Examples: Small sized bars and restaurants, educational institutions etc. General: Under this route, all the outlets that come in a particular area or an area along with its neighboring areas are catered to. The consumption period is not taken into consideration in this particularroute.

Criteria for providing free chilling equipment

An Ice Box is provided for the sale of 1-2 crates daily to the retailers. For the sale of 5-6 crates daily a Visi Cooler of 4 crates is provided. 29

 For the sale of 7-8 crates daily a Visi Cooler of 7 crates is provided by the company. If the sale exceeds 9 crates daily then a Visi Cooler of 9 crates or deep fridger is provided by the company,

30

CHAIN FOLLOWED FROM MANUFACTURE TO DISTRIBUTION

Manufacturing Plant, Barabanki(u.p.)

Sales and Distribution Operations

Distributors

Outlets

Outlets

31

PACKAGING DETAILS

PAC K
300ML 200ML 250ML no 2 LTR 600ML

MAAZ A

COKE

THUMS UP

FANTA

SPRIT E

LIMCA

SOD A

1.2 LTR

32

PACK
300ML 200ML 250ML 2 LITRES 600ML 1.2 LTR 1 LTR

NO.OF BOTTLES IN A CASE 24 24 24 9 12 24

33

34

RESEARCH METHODOLOGY
This chapter describes the methodology of the study. This project is based on information collected from primary and secondary sources. After the detailed study, an attempt has been made to present comprehensive analysis of Coca cola. In data collection two methods are used, one is qualitative and one is quantitative method. In quantitative technique, analysis tool to find the market share of Coca-Cola in areas covered under VITAL. In collecting requisite data and information regarding the topic selected, I visited 43 shops and collected the data. For this study, the survey was conducted in the entire city of Agra and Pilibhit covering all the categories including students, working professionals etc. The sample was randomly selected from Agra district & respondents were in the age group of 18 to 60+ years. The responses of the respondents were recorded on a pre-coded structure questionnaire by the part-time casual interviewers trained for this purpose. The data in the coded form were collected from the interviewers compiled and analyzed While selecting the respondents due care was taken to give proper representation to female respondents as well as different age groups & occupational categories.

Research Methods versus Methodology It seems appropriate at this juncture to explain the difference between research methods and research methodology. Research methods may be understood as all those methods/techniques that are used for conduction of research. Research methods or techniques*, thus, refer to the methods the researchers

35

*At times, a distinction is also made between research techniques and research methods. Research techniques refer to the behaviour and instruments we use in performing research operations such as making observations, recording data, techniques of processing data and the like. Research methods refer to the behaviour and instruments used in selecting and constructing research technique. For instance, the difference between methods and techniques of data collection can better be understood from the details given in the following chart Type Methods Techniques 1. Library (i) Analysis of historical Recording of notes, Content analysis, Tape and Film listening and Research records analysis. (ii) Analysis of documents Statistical compilations and manipulations, reference and abstract guides, contents analysis. 2. Field (i) Non-participant direct Observational behavioural scales, use of score cards, etc. Research observation (ii) Participant observation Interactional recording, possible use of tape recorders, photo graphic techniques. (iii) Mass observation Recording mass behaviour, interview using independent observers in public places. (iv) Mail questionnaire Identification of social and economic background of respondents. (v) Opinionnaire Use of attitude scales, projective techniques, use of sociometric scales. (vi) Personal interview Interviewer uses a detailed schedule with open and closed questions. (vii) Focused interview Interviewer focuses attention upon a given experience and its effects. (viii) Group interview Small groups of respondents are interviewed simultaneously. (ix) Telephone survey Used as a survey technique for information and for discerning opinion; may also be used as a follow up of questionnaire. (x) Case study and life history Cross sectional collection of data for intensive analysis, longitudinal collection of data of intensive character. 3. Laboratory Small group study of random Use of audio-visual recording devices, use of observers, etc. Research Behaviour, Play And Role Analysis 36

From what has been stated above, we can say that methods are more general. It is the methods that generate techniques. However, in practice, the two terms are taken as interchangeable and when we talk of research methods we do, by implication, include research techniques within their compass. Research methodology is a way to systematically solve the research 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 a researcher in studying his research problem along with the logic behind them. It is necessary for the researcher to know not only the research methods/techniques but also the methodology. Researchers not only need to know how to develop certain indices or tests, how to calculate the mean, the mode, the median or the standard deviation or chi-square, how to apply particular research techniques, but they also need to know which of these methods or techniques, are relevant and which are not, and what would they mean and indicate and why. Researchers also need to understand the assumptions underlying various techniques and they need to know the criteria by which they can decide that certain techniques and procedures will be applicable to certain problems and others will not. All this means that it is necessary for the researcher to design his methodology for his problem as the same may differ from problem to problem. For example, an architect, who designs a building, has to consciously evaluate the basis of his decisions, i.e., he has to evaluate why and on what basis he selects particular size, number and location of doors, windows and ventilators, uses particular materials and not others and the like. Similarly, in research the scientist has to expose the research decisions to evaluation before they are implemented. He has to specify very clearly and precisely what decisions he selects and why he selects them so that they can be evaluated by others also. From what has been stated above, we can say that research methodology has many dimensions and research methods do constitute a part of the research methodology. The scope of research methodology is wider than that of research methods. Thus, when we talk of research methodology we not only talk of the research methods but also consider the logic behind the methods we use in the context of our research study and explain why we are using a 37

particular method or technique and why we are not using others so that research results are capable of being evaluated either by the researcher himself or by others. Why a research study has been undertaken, how the research problem has been defined, in what way and why the hypothesis has been formulated, what data have been collected and what particular method has been adopted, why particular technique of analysing data has been used and a host of similar other questions are usually answered when we talk of research methodology concerning a research problem or study.

38

39

RESEARCH OBJECTIVES
The purpose of research is to discover answers to questions through the application of scientific procedures. The main aim of research is to find out the truth which is hidden and which has not been discovered as yet. Though each research study has its own specific purpose, we may think of research objectives as falling into a number of following broad groupings: 1. 2. 3. To gain familiarity with a phenomenon or to achieve new insights into it (studies with this object in view are termed as exploratory or formulative research studies); To portray accurately the characteristics of a particular individual, situation or a group (studies with this object in view are known as descriptive research studies); To determine the frequency with which something occurs or with which it is with something else (studies with this object in view are known as diagnostic research studies); 4. To test a hypothesis of a causal relationship between variables (such studies are hypothesis-testing research studies). Thus in the present scenario, the research objectives can be summarized as below To find out Market comparison of all the available brands of the soft drinks in the market. The second objective of my report is to find out the brand availability of Coca Cola vis -a vis Pepsi. known as associated

40

RESEARCH DESIGN
A research design is a framework or blueprint for conducting the research project. It specifies the details of the procedures necessary for obtaining the information needed to structure and/or solve research problem. On the basis of fundamental objectives of the research we can classify research design into two general types: 1) EXPLORATORY RESEARCH 2) CONCLUSIVE RESEARCH Exploratory research is one type of research design, which has its primary objective the provision of insights into, and comprehension of, the problem situation confronting the researcher. Conclusive research is designed to assist the decision maker in determining evaluating and selecting the best course of action to take in a given situation. Conclusive research can be further divided into two types: Descriptive Experimental

The research design used in this project is a DESCRIPTIVE DESIGN. Descriptive study as the name implies is designed to describe something-for example the characteristics of users of a given product, the degree to which the product varies with income, age, etc. 41

DATA COLLECTION METHODS

The success of any project or market survey depends heavily on the data collection and analysis. It is necessary that the data collected is a reliable data in order to achieve the research objective. All data sources can be classified into two data: 1. PRIMARY DATA 1) 2 SECONDARY DATA

PRIMARY DATA: -Primary data is the data which are fresh and collected for the first time, and are original in character. There are various Primary data collection techniques, which have helped in data gathering. The primary data collection techniques used in the project is as follows: a) PERSONAL INTERVIEW METHOD b) QUESTIONNAIRE METHOD c) OBSERVATION METHOD

2)

SECONDARY DATA- Secondary data are those data, which have been already

collected or published for the purpose other than specific research need at hand .This data is simply used up by the researcher for his purpose of collected the data and its use is now not the same The secondary data source here in this project are:a) MAGAZINES b) WEBSITES c) JOURNALS

SAMPLING DESIGN
Design is the plan, structure & strategy of investigation conceived so as to attain answer to question to survey and to control the variances. According to this projects/ surveys the analytical, interpretive/objective design was chosen. Universe of the Study

42

The universe of the study, I have selected all retail outlets who are in a radius of Sanjay Place (Agra) region.

Sample Size
Our project Guide, keeping in view the time consideration, determined the size of the sample arbitrarily. The sample size I have taken 50 units.

Sampling Techniques For the study we have taken a sample size of 50 respondents pose non probability sampling technique. Further we also applied convenience sampling, judgment sampling, as a part of non probabilistic sampling techniques.

Research Instruments Questionnaire-A printed questionnaire was their to make the survey. Area of Survey-Telipada, kasimgung, shahgung,sanjay place etc.

Sampling plan Sampling unit - Owners of the retail outlets. Sampling size- 50 outlets Sampling procedure-Random sampling Sampling method- Retailers survey.

43

DATA ANALYSIS

BRAND Coca Cola Pepsi Parle Catch

RETAILERS RESPONSE 600 600 600 20

Interpretation
Retailers are much aware about brands Coca Cola, Pepsi and Parle while 20 of them were aware about Catch. This can be due to the fact that its the new brand which was launched recently, so many of them were not aware. 44

BRAND Coca Cola Pepsi Both

RESPONSE IN % 12 8 80

Interpretation
80% of the retailers sell both the brands, i.e. Coca cola and Pepsi, While 12% and 8% of the retailers sells only Coca Cola and Pepsi respectively.

45

Response in % Coca Cola Pepsi Both No 18 14 40 28

Interpretation
It was seen that 40% of the outlets were having both (Coca Cola and Pepsi) visi coolers. 28 % of the outlets were without visi coolers. While, 18% and 14% are provided by the Coca Cola and Pepsi respectively.

46

A BLACK FLAVOUR

Interpretations
In black flavour thums up has 90% availability; coca cola has 60% availability while Pepsi has only 70% availability. B ORANGE FLAVOUR

Interpretation

Miranda is present in 60% of all the outlets surveyed Fanta is present in 80% of all the outlets surveyed

C LEMON FLAVOUR

47

Interpretation

LIMCA is present in 80% of the shops 7 UP is present in 70% of all the shops MOUNTAIN DEW is present in 80% of all the shops SPRITE is present in 80% of all the shops.

48

D MANGO FLAVOUR

Interpretation
MAAZA is present in 80% of all the outlets visited. SLICE is present in 60% of all the outlets visited.

49

Interpretation
Retailers answered that Coke brands are mostly preferred than Pepsi brands. In Coke product line, Thumps Up is mostly demanded and in Pepsi, Mountain Dew is mostly demanded.

50

S.NO.

AREA SURVEYED

MARKET SHARE (In Percentage) COKE PEPSI 60 60 50 50 95 95 70 80 50 40 63 40 40 50 50 5 5 30 20 50 60 37

1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

LDA 1 LDA 2 JAIL ROAD 1 JAIL ROAD 2 TELIBAGH 1 TELIBAGH 2 NEEL MATHA BIJNOUR GAURI BAZAR SAROJINI NAGAR TOTAL

I nIInterpretation
51

After Surveying 10 Areas of Agra it was seen that Coca Cola has 63% of market share while Pepsi have 37%.

YES NO

Response in % 64 36

Interpretation
It was seen that 36% of the retailers were not satisfied with the distribution network. So, company has to work really hard on this issue, if it has to maintain its position.

52

Daily sales 0.5 2 crates 3-5 crates 6-10 crates More than 10 crates

Response in % 67 18 11 4

Interpretation
67% of the retailers have daily sales of 0.5-2 crates, and 18% of the retailers have daily sales of 3-5 crates. While 4 % of the retailers gives daily sales of more than 10 crates. Retailers having sales of more than 10crates were basically the big shops or the restaurants like Wadhwa bakers, Raj and Raj, etc.

53

% YES NO SOMETIMES 60 35 5

Interpretation
35% owners of the retail outlets complained that they are not informed about the various schemes that are run by the company.60% agreed that they are informed about various schemes while 5 % complained that they are not informed about various schemes on a regular basis.

54

YES NO

Response in % 89 11

Interpretation
89% of them agreed with the statement jo dikhta hai wo hi bikta hai. While, 11% of them were against this.

55

Response in % Quality Service Schemes Distribution 2 28 32 38

Interpretation
38% of the retailers suggested that company should improve its distribution, while 28% of them were not satisfied with its service. 2% and 32% were not happy with the quality and schemes respectively.

56

Excellent Good Average Bad Very bad

Response in % 32 30 20 16 2

Interpretation
32% of the retailers were very happy with the Coca Cola, 30% rated Coca Cola good and 20% of them rated as average. 2% rated Coca Cola as very bad; this can be due to many factors.

57

58

59

60

CONCLUSION
As far as I can conclude this study I strongly feel thatr soft drink market is highly diversified. Although it seems that Coca-cola is the market leader in the study area, it lacks the necessary innovative marketing techniques being adapted by its main business rival Pepsi. However, Coca-cola has managed to capatalise its global brand image and is currently the market leader. Selected flavors like Thums Up from Cocoa Cola & Mountain Dew from Pepsi represent market leaders drinks. Retailers strongly feel the need for the launch of promotional schemes specially during off season. It can also be inferred that as Pet bottles offer more portability & are cost effective they emerge as buyerss choice. It can finally be concluded that although Coca-cola is a global leader it is really facing a stiff compition from Pepsi.

61

LIMITATIONS

62

ANNEXURES

63

QUESTIONAIRE

NAME OF THE SHOP ADDRESS TEL. NO. . Q.1 Which brand you sell ? PEPSI COCA COLA BOTH

Q.2 why you are not selling the Coca cola or Pepsi product? Q.3 which company refrigerator you are having? PEPSI COCA COLA BOTH

Q.4 Whether the purity of the refrigerator is maintained or not? YES NO

Q5 How many brands are available in your shop in the RGB and PET Bottles? (A) In RGB COCA COLA SPRITE FANTA THUMS UP LIMCA MAAZA 64

(B)In PET COCA COLA SPRITE FANTA MMPO THUMS UP LIMCA MAAZA NIMBO FRESH

Q.6 which brand is preferred by the customers or which has the maximum sales? PEPSI COCA COLA

Q.7 Are you aware of the various schemes run by the coca cola? YES Q.8 Are you satisfied with the distribution network? YES Q.9 Your daily sales? 0.5-2crates 3-5 crates More than 10 crates Q.10 Do you think promotional activities can increase sales? YES NO 6-10 crates NO NO

Q11 According to you a company should improve upon? Distribution Quality Service Schemes

65

BIBLIOGRAPHY

Kotler Philip ; Marketing management; Pearson Education; New Delhi; 2007. Business Today Corporate World Business Times

www.hydrochem.ind.in

www.oligopoly.com

www.wikipedia.org www.ask.com www.economictimes.indiatimes.com

66