A Project Report

ON
A STUDY OF CONSUMER PREFERENCE TOWARDS
COLD DRINKS
AT
COCA-COLA BEVERAGE PVT. LTD.,

KANPUR

Project Guide: Mr. Prashant M.

Deposited By- Raunak Gupta

M.B.A. 2nd year
Enroll. No.- 4740800436

ANNAMALAI UNIVERSITY
DIRECTORATE OF DISTANCE EDUCATION
ANNAMALAI NAGAR
 TABLE OF CONTENTS

Acknowledgement
Declaration
Preface
Certificate from Head of Institute
Certificate From company

Section – A
Industry and Company profile
EXECUTIVE SUMMARY
 COMPANY PROFILE
 ORGANIZATIONAL STRUCTURE
 PRODUCT OF THE COMPANY

 COPETATIVE AREA
 SWOT ANALYSIS OF COMPANY
 MARKETING STRATEGY OF THE COMPANY
 INTRODUCTION OF PROJECT
 RESEARCH OBJECTIVE

Section – B
Research Methodology
 RESEARCH METHODOLOGY
 DATA ANALYSIS & FINDINGS
 LIMITATIONS
 RECOMMENDATIONS
 CONCLUSIONS
ANNEXURE
 QUESTIONNAIRE

 LIST OF RETAILER

BIBLIOGRAPHY
 ACKNOWLEDGEMENT

I am grateful to Mr. Israr Ahmad (A.S.M) of Coca Cola

Company, who has given an opportunity for me to work in Coca
Cola Company.

I would like to thank to my institute also where I got all

the knowledge and skills required for this research
project. I also want to thank to Marketing Faculty Mr.
Prashant M who took our project seriously and kept
check on this time to time.

Without the co-operation of the above person this work

Certainly would not have been as good as, it is now.

Raunak Gupta
 PREFACE

Soft drink includes all types of non alcoholic carbonate flavoured or otherwise

sweetened beverages. Soft drinks are mostly packaged in 200 ml, 300 ml, 500

ml, 1000 ml, 1500 ml, and 2000 ml and comes in a variety of flavours. It also

comes in glass as well as in plastic bottles.5ince so many changes and

transformations are under going ever changing consumer demands, Govt.

Policies and innovative packaging. Then industries are much emphasizing

advertising to increase its sales.

With the introduction of fruit pulp based soft drinks, packaged in cardboard

cartoons known as "TERRAPACK" has been introduced in the market. The

bottled soft drink market has undergone a marginal decreases in demand After

1994 the eminent re-entry of coca-cola in Indian soft drink Industry it is heading

for two giants war to capture the market. It has introduced various sharp and

efficient tools say tour packages, prizes gift other avenues to enhance social

status and satisfying personal egos also.

 EXECUTIVE - SUMMARY

This project was undertaken during the summer Training. A great deal
of effort has been put in preparing the questionnaire, in order to
understand the market better {Ghaziabad}.

Objectives: -

1. Extent to which merchandising assets are being used by the

retailers in promoting the brands.

2. Market demand of Coca Cola and Thums-up vis-à-vis Pepsi.

3. Market demand of Fanta vis-à-vis Mirinda-O

4. Market demand of Limca, Mountain dew, Sprite and 7up vis-à-vis

Mirinda-L

5. Market demand of Maaza vis-à-vis Slice.

6. Market comparison of all the available brands of the soft drinks in

the market.

7. Brands availability of Coca-cola and its brands vis-à-vis Pepsi and

its brands.
 A BRIEF DESCRIPTION OF THE FINDINGS:

1. Extent to which merchandising assets are being used by the

retailers in promoting the brands: -
Retailer who are having DPS Boards / GSB and other display material
like stands, posters etc. were selected. Display material on the retailers
shop was given rank between 1, 2 and 3 according to their visibility. If
the DPS Boards / GSB and other display material were found visible at
first sight then they have been ranked '1st', if they were found visible at
second sight then they have been ranked '2nd' otherwise '3rd'.In the
similar fashion ranks were allotted to the refrigerators in the retailers
shop.

While entering each shop it was taken care that the display materials are
properly ranked according to there visibility and incase of confusion,
opinion of the consumers were taken. Those shops with GSB’s were
visited during the evening in order to see there visibility. In these cases
some glaring facts were found. (Areas which were looking like monopoly
markets of Coca-Cola because of its Red-color during the day had
altogether a different look in the evening. They turned into Pepsi
monopoly during the evening because of the GSB's. Researcher have
also tried to find out what are the difficulties retailers are facing on using
these brands up to 100% of their strength.
2. Market demand of each of Coca-Cola's product vis-à-vis to their
competitor flavours in Pepsi's artillery: -

For this, retailers were asked about the market demand of the different
brands and they have been asked to rank the brands with respect to
their competitive flavors. In this also some interesting facts came out
like no lemon brand exists in front of Coca Cola. Our Limca, which we
were thinking that it will be competing with Mountain dew, actually it is
grabbing the Coca-Cola's Sprite’s market and Pepsi’s, 7up's market.
In case of Mirinda (O) and Coca-Cola's Fanta, Mirinda’s market is
going up day by day.

In case of mango drinks Slice even after entering the market so late has
been able to quickly pick up with Maaza. From the day Tetra Slice has
entered the market it has captured the market of Frooti.

In case of Aquafina, Coca-Cola's Kinley stands nowhere but brands

which are competing with kit are Paras, Bisleri, and Kingfisher.

3. Market comparison of all the available pickings of the soft drinks

in the market: -
In the market this study is done to find out that on which packing,
company should concentrate more. From the day company has
introduced its 200ml packs, Coca-Cola is more economical for the lower
income grade consumers like Riksha-pullars and others.
4. Brands/ Pack availability of Coca-cola and its brands vis-à-vis
Pepsi and its brands: -
For this study, retailers were asked that how many bottles they are
having in their fridge and how many of them are of the brand whose
fridge they are having and about the capacity of their fridge. In spite of
these findings Researcher have worked on some other things like
retailers expectations from the company. He tried to find out how the
company can increase the sales. In the answer to this some funny
recommendations came up (some consumers recommended that Pepsi
should change the percentage of the sweetening content of its cola
drinks). Secondly he tried to find out what are the problems they are
facing in promoting Pepsi.

“Jo Dikhta Hai Wo Bikta Hai”

 COMPANY PROFILE

If we Indians recall our memory there was a time when one was
asked for a soft drink, the brand that comes and gave a knock on our
mind was Coca-Cola. Coca-Cola, the word most admired trademark has
maintained its special a sense of belongingness to India, which had
resulted some sort of its monopoly throughout the Indian soft drink
market. It has been said that the internal environment of the industry has
been greatly effected from its internal environment. The same thing was
also happen with this famous company. When the Government policy
were in introduce and forced this MNC's to go outside from the India
market. Hence, it was thrown out of India in the year 1977. A lacuna was
created at that time in the country's soft drinks market. How ever after a
gap of 17 years, the Coca-cola has reappeared in the soft drinks market
of India, by making itself more strong and confident in this field.

In today's market, the cola's (Coke, Thumsup, Pepsi, etc.) had a

70% share, Lemon 10% and Orange 20%. There appears to be a
concentrated rush to bag a share in the soft drinks market. Due to a
manifold increase in the demand of soft drinks large number of company
has entered into this competitive market scenario.

In India two major companies engaged in soft drinks market are

Pepsi and Coca-Cola. While RC cola is still a novice in the Indian
Market, although it being the world oldest soft drinks manufacturer.

Pepsi-Cola attacked Coca-cola before World War-II. Coca-Cola

dominated the Americans soft drinks industry. Pepsi-Cola was a drink
costing less to manufacturers and with a less satisfactory taste than
coke.
 During the Second World War Pepsi and Coke, both of them
enjoyed a huge sale. After the war the Pepsi sales started to fall
relatively to Coke. The factors which were responsible for the decline in
Pepsi sales were poor image, poor task force, poor quality control and
dull packaging.

It was a momentous day when Coca-Cola staged its reliance in

India. Coca-Cola was relaunched again in India in Sep. 1993 at Hathras
near Agra, where the first bottling facility of Coca-Cola in India was
switched on. The Indian people welcomed the come back of their most
loved cola in the country with great enthusiasm and vigor. Coca-Cola
market its relaunching acquiring 5 Parle Exports Ltd. Top Selling
products Viz-Thums up, Sprite, Limca, Fanta, Mazza, K.
Soda,Kwater,Coke.

In 2000, the company opened a new bottling plant at Dasna in

Agra distt. For the supply of 300 ml Bottle and 1.5 liter Bottles. This plant
is more settled equipped than the plant at Ghaziabad.
 A 100 YEARS OF THE SURVY GLASS BOTTLE OF COCA-COLA

Coca-Cola Company marks a mile stone on Wednesday, 24th March

1899 Chattanooga; Tenn where its first bottling plant was started 100
year ago by two men struck one of the most lucrative business deals in
US history. Joseph Whitehead and Benjamin Thomas offered Coca-Cola
Company owner Asia Candler a dollar for the right to bottle soft drinks in
1899. Today I billion soft drinks are sold each day in more than 200
countries around the world.

Candler had purchase what would become the Cola Company for
$2,300 eight years earlier from John Pemberton, an Atlanta Phamacist
who astonished the world. Candler thought the bottling Venture would
never succeed, but he signed the contract with White Head And Thomas
and way, "and the rest is history", Bob Lovell, vice president of marketing
for Coca-Cola bottling company, United Inc., said in telephone interview
from Chattanooga.

Lovell said Thomas had seen Cuban Fields hand drinking Pina Fria a
Pineapple beverages, from bottles while he was stationed in Cuba
during Spanish American War. When he returned to Chattanooga, he
decided to pitch the idea of bottle soft drinks to coke, which was then
sold only as a fountain beverage.

"It occurred to him that Coca-Cola in bottles would be very popular", Lovell said, "Mr.
Candler did not see any future in it because the containers were not sound, but that's how it
all came about. "Thomas and Whitehead promised to pay one dollar for the right to bottle
Coca-Cola, but legend has it that no money changed hands.
 THE IMAGE

The image is communicated all around the world in advertisement on

media such as newspaper, magazines, radio and televisions. The list
goes on....

However, image is much than just advertising every person working

within the coca-cola system is part of the image whether one is involved
in creating its advertising, making it's quality products, or selling,
merchandizing and distributing its beverage their hard work and attitude
will say something to the people about its product.

COCA-COLA SYSTEM FLOW CHART

Raw Material

Coca-Cola
Company

Bottler

Customer

Consumer
 COCA COLA: THE STORY BEHIND

Coca-Cola was formulated in 1886 by Dr. John Pemberton, a

Pharmacist in Atlanta, Georgia. The drink was sold ad refreshing elixir at
the fountain counter of Jacob's Pharmacy of which Dr. John Pemberton
was part owner, unaware that the pharmacist had given birth to a
caramel colored syrup which is now the chief ingredient of the worlds
favorite drink. Today the white-on-red flow of Coca-Cola is familiar sight
in more then 195 countries. The syrup combines with the carbonate
water to fuel a $ 16.2 billion corporation that has captured a 46% Slice of
the global soft drinks market. The company estimates that the drink is
served more than 773 million times every day and if all Coke ever
produced were filed in standard bottles and placed end to end it would
wrap around the equator 21, 161 times.

The story of Coca-Cola is a story of a drink and its charm with the
consumer. The of ecstasy and again that the drink has caused to those
dedicated to its growth Pemberton first managed to sell and average of 9
drinks per day, though a shop called Jacob's pharmacy, in 1891,
Candler bought Coca-cola company with four companies he formed the
coca-cola company with the initial stock of $100,000. Coca-Cola was
registered at the US patent office in 1893, and began selling at soda
fountains for 5 cents a glass of therapeutic refreshment 1894, I got into
bottles, courtesy a candy merchant Joseph Boedenharn of Mississippi.

Five years later; the drink was being bottled on a regular basis under a
region wise franchising system; and its first competitor Pepsi cola, Coca-
Cola's first bottling plant opened in Chatanooga, Tennessee followed by
another in Atlanta in 1900. The unique taste of cola was an outstanding
success. Over the next two decade the number of plants crossed 1000.
In a bit to difference the prodect, the company adopted 6.5 ounce, pale
green countor bottle designed by the root glass company of Terri Haute,
Indiana. Today it is an intrinsic part of the brand.

The company broadened its horizons when Robert Woodruff the son of
a banker who acquired to Company for $25 million in 1919, assumed
charge in 1923. He began by ungrading bottling operations, brought in
innovations like a six-bottle carry home carton, and gear up advertising
support. It was under Wood Ruff that the brand. Known affectionately as
coke by now associated it self with sportive events. By the early 1940's
the brand was selling as the "real thing" to set it self apart from "me to"
cola's.

As a time went by the company brought out some new aerated drinks.
The first one "Fanta" appeared in the selves in 1960.

Its birth was an accident, the company's German name is an attempt to

produce Coca-Cola without some key ingredients, turned out into an
orange flavored drink instead. its strategists who feared the dependence
on just one put a cap on growth welcomed it. While Fanta was being
rolled out the company bought minute made cosrp. Which in 1967 was
combined with Duncan foods to pave way for the Coca-Cola foods.
Several beverages followed the most notable being 'sprite', a lemon
drink developed in the late 1950 and formally launched in 1961.

Coca-Cola had diversified the company into businesses and it even had
a steam generator and boi8ler making division. Robert C Goizueta,
Cuban born 27 years veteran took over as the Coca-Cola unlike Pepsi
company depended on a single brand. The best insurance policy that he
figured was to let coke evolve to the summer slacking it with variants,
even reinventing if needed. In 1982, the company launched what is now
considered among the world's most successful brand extensions 'Diet
Coke', under the leadership of Sergio Zyman, the head of us marketing.
The idea was to retain the loyalty for the health conscious drinker who
loved the taste but hated the calories. After this it came out with cafeeine
free versions of its main drinks. yet in the US the company kept losing
ground to Pepsi. zyman, a former Pepsi marketer argued that the correct
strategy was to replace 98 year old with better tasting cola, label it as
"New Coke" and blare the news which is exactly what the company did
more a decode age in 1985. But when placed on the shelves it did not
budge. On wide spread protest it was recalled after 79 days.

The company has about 100 brands in its portfolio but coke, Fanta and
sprite account for most of its sales. In 1994, the real thing's coke sold
over 52.5 billion liters. For the taste of it diet coke along with Coca-Cola
light sold 8.5 billion liters, which makes it the world's two top non cola
drinks sold over 6.5 billion liters each. Which sprite aimed at the
independent youngster two does not care what as others drink (the as
line "obey you're a thrust"). In 1993, Coca-Cola reentered India after a
16 years ling exile, four years Pepsi made its debut India. While Coke
plays on brand nostalgia. Pepsi address the young crowd, which unlike a
in America is a dominate ort if the population here.
 THE COCA - COLA COMPANY

The Coca - Cola Company is the world's largest beverage company.

Along with Coca - Cola, recognized as the world's best - known brand,
The Coca - Cola Company markets four of the world's top five soft drink
brands, including diet Coke, Fanta and Sprite, and a wide range of other
beverages, including diet and light soft drinks, waters, juices and juice
drinks, teas, coffees and sports drinks. Though the world's largest
distribution system, consumers in more than 200 countries enjoy The
Coca - Cola Company's products at a rate exceeding 1 billion servings
each day. For more information about the Coca - Cola Company, please
visit our website at http: // www.coca- cola.com/.

Forward - Looking Statements

This press release may contain statements, estimates or projections that

constitute "forward - looking statements" as defined under U.S. federal
securities laws. Generally, the words "believe," "expect," "intend,"
"estimate," "anticipate," "Project," "will" and similar expressions identify
forward - looking statements, which generally are not historical in nature.
Forward - looking statements are subject to certain risks and
uncertainties that could cause actual results to differ materially from The
Coca - Cola Company's historical experience and our present
expectations or projections. These risks include, but are not limited to,
changes in economic and political conditions, changes in the non -
alcoholic beverages business environment, including actions of
competitors and changes in consumer preferences; product boycotts;
foreign currency and interest rate fluctuations; adverse weather
conditions; the effectiveness of our advertising and marketing programs;
fluctuations in the cost and availability of raw materials; our ability to
achieve earnings forecasts; regulatory and legal changes; our ability to
penetrate developing and emerging markets; litigation uncertainties; and
other risks discussed in our Company's filings with the Securities and
Exchange Commission (the "SEC"), including our Annual Report on
Form 10-K, which filings are available from the SEC. You should not
place undue reliance on forward - looking statements, which speak only
as of the date they are made. The Coca Cola Company undertakes on
obligation to publicly update or revise any forward - looking statements.
 ORGANIZATIONAL STRUCTURE

CHAIRMAN

PRESIDENT

VICE PRESIDENT

R.G.M.

A.G.M.

I.S.M F.M. S.M. P.M. H.R.M.

.

M.O.E. A.S.M. S.E.

S.E. S.E. S.E.

Where,

R.G.M. : Regional General Manager

A.G.M. : Area General Manager

I.SM. : Information System Manager

F.M. : Finance Manager

S.M. : Sales Manager

P.M. : Production Manager

H.R.M. : Human Resource Manager

A.S.M. : Area Sales Manager

M.O.E. : Marketing Operation Executive

C.D.E. : Cold Drink Executive

S.E. : Sales Executive

 PRODUCT PROFILE OF Coca-Cola

The product range of the coke has listed brands:

Coke : 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt

Thumps UP: 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt.

Limca: 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt.

Fanta: 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt.

Sprite: 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt.

Mazza: 250 ml, Tetra Pack

Diet Coke: 330ml, 1.5 lt, 2lt.

Kn. Soda: 300ml, 500ml,

Kn. Water: 500ml, 1lt, 2lt,

 Some facts About Coca Cola Pvt Ltd

Head office Atlanta (U.S.A)

Corporate office Enkay Towers,

Udyog viharV,
Gurgaon,Haryana

Chief Executive officer Alex von Behr

Total Investment Rs.3200 Crore

Owned Bottling Plants 35

No. of Franchisees 16

No. of Employees 6000

 THE FUTURE OF COCA-COLA

While dong business overseas offers Coke wonderful growth

opportunities it also has its own disadvantages. The economic slowdown
in various overseas markets and the strong dollar had their impact on
Coca-Cola revenues and bottom line in 1999. But the company
optimistic about the future.

Mc-Douglas Investor, The Chief Executive Officer of the Coca-Cola

Company says, "This past year 1999 has been a challenging period for
the Coca-Cola Company as economic environment became more
uncertain in the later part of 1999, we strongly believe that our
fundamental opportunities for long term growth have not changed".

As long as maximization of share holder wealth remain coke's focus for

its future4 is assured Goizueta had stated and proven to the world that
focus on shareholder wealth does more good to the company than focus
on revenues and it is not hat coke does not enjoy volumes for it is
world's No. 1 soft drink manufacture. It is not content with this title and is
aiming at higher volumes year after year. Surely coke will continue to
grow. Point on Roberto had reduced the company basically to its
trademark and the returns are so astronomical as to be off the boards. It
just absolutely added a jet engine to their performance.
 COKE'S BOTTLING STRATEGIES

In the soft drink business the bottlers are responsible significant extent
for ensuring the availability of the products. Bottlers are supplied with
concentrate to which they add aerated water and bother ingredients
before packing and sealing either cans or bottles. Bottlers play a
strategic role in the success of soft drinks companies and this was not
far from Goiueta's mind.

In 1986 the company merged some of its company owned bottling

operations with two large ownership groups that had been put up for
sale. All these bottling activities were combined to from its own
subsidiary Coca-Cola Enterprises (CCE) to handle bottling operations.
The Coca-Cola Company took 49 percent equity stake in Coca-Cola
Enterprises enabling it to retain its own balance sheet.
 MARKET PLACE

More than a billion times everyday, 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 worldwide, yet distinctively
local, network of bottling partners, suppliers, distributors 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 goods and services, ands
local business partnerships, always and everywhere, we pursue
continuous innovation in the products we offer, the processes we use to
make them, the packages we develop and the ways we bring them to
market.
 COMPETITOR

The biggest and perhaps the only serious for the coca-cola
worldwide has an already been Pepsi. In India, as per as the Cola
segment is concerned the with the biggest competition to coke comes
from its brands of Pepsi viz. Pepsi and Mirinda. Thums-up, which was
the leading brand of Parley product, was acquired by Coca-Cola just
over a year ago to bolster its market share in India. Today, Thums-up
along with coke, the leading brand of the Coca-Cola Company, other still
competition to Pepsi, which despite this stiff competition is still by far the
single most popular Cola drink in India

With both the companies being backed fully by the parent

concerns based in the united state, the fight to become the dominant
player in the huge Indian Soft drink market continues unabated.
Aggressive ad campaign's, sale-promotion, schemes for retailers are just
some of the strategies being adopted by the two companies to outwit
each other and grab and large share of the market.

In the Cola segment, which occupies by far the largest chunk of

the soft drink market in India, the market share of Coke is 60%while the
market share of Thums-up is 32.16%. The market share of Coke in this
Cola Segment is 27.84%. The remaining market share is occupied by
the other brands, which constitute about 14% of the Cola market share.

So Coca-Cola with its two brand clubbed together i.e. Thums-up +

Coke occupies a combined market share of 60% (32.16% + 27.84%)
which is just higher than the market share occupied by Pepsi on the all
India basis.

The market share for the Cola segment of different in India is given in
Graph below:

The fight between the Rs. 1,000 Crore Pepsi co. India. Pepsi and
Coca-Cola India, The fully owned subsidiary of the $ 18.55 Billion
Atlanta based "The Coca-Cola' company to become India's No. 1 player
seems likely to continue unabated over the next four years".
 PEPSI PROFILE

Pepsi Co. Inc. was founded in the year 1965. Major products of the new
company are Pepsi Cola. Diet Pepsi and Mountain Dew. Pepsi entered
the Indian market in 1992 and now is the market leader with a market
share of 26.5 percent in the cola segment. Pepsi is in between the two of
it's closet competitors as far as marketing strategies are concerned.
Pepsi is an international drink with Indian imagery in it's communication
Traditional focus of Pepsi has been on the early teenager with a gender
skew more to the female.

Pepsi is by far the more aggressive player in the market. With in your
face advertising continuous event marketing targeting the new
generation and eye catching merchandising. It's got its selling strategy
well mapped out.
The company has always been innovating it's ad campaigns which has
helped the company to get top of the mind recall. From "The choice of
the new generation" to the "Freedom" campaign the company has been
able to Indianise the brand. With the help of promotional schemes Pepsi
has managed to keep the brand alive and has not let it become old.
During 1995 the total ad spent by the company was Rs. 6.98 crore only
on television Pepsi has set aside Rs. 8 crore for its advertising
programme in the run up to and during the cricket world cup.

Pepsi Brand Name

pepsi pepsi Diet mirinda mirinda lime 7 up Slice

pepsi
pepsi Diet mirinda

mirinda lime 7 up
Slice

Product lines of Coke& Pepsi are as follows:-

 FLAVOUR COKE BRAND PEPSI BRAND

Cola Coca-Cola Pepsi

Thums-up Pepsi diet

Coke diet

Orange Fanta Mirinda

Cloudy Lemon Limca Mirinda lime

Clear lime Sprite 7up

Mango Maaza Slice

 COMPETITIVE AREA

The soft drink market all over the world has been witnessing a neck to
neck battle between the two major players, Coca-Cola and Pepsi since
the very beginning. The thirst quenchers are trying hard to have to major
chunk of the pie of carbonated soft drink market. Both the players are
spending their energies in building capacity, infrastructure, promotional
activities etc.

Coca-cola being 11 years older than Pepsi has dominated the scene in
most of the soft drink markets in the world and enjoying leadership in
terms of market share. But the Coca-Cola people are finding it hard to
keep away Pepsi, which has been narrowing the gaps regularly. The two
are posing threats to each other in every nook and corner of the world.
While Coca-Cola has been earning most of its bread and butter through
beverage sales, Pepsi has a multi products portfolio with some portion
from the same business.

The two warriors are face to once again here in India with different
strategies and tactics to attack the rival. Coca-Cola is focusing upon the
joint ventures with the existing bottlers (FOBO) franchise owned
bottling operations to enhance its control on manufacturing and
marketing of its products range and attain the quality standards of its
class.

Countering it Pepsi has taken the battle its own hands by floating as
investment of $ 95 billion to set Pepsi Company. India holdings, as
subsidiary for (COBO) Company owned bottling operations. Both the
companies are following different path to reach the same destiny i.e. to
fetch the bigger portion of aerated soft drink market. Both consider India

a huge potential market, as per capita consumption here is a mere 3

serving annually against the world average of 80. Therefore, they are
putting in their best efforts to woo the Indian consumer who has to work
for 1.5 hours to buy a bottle of soft drink. In comparison to the
international norms minutes, a major hurdle to cross over for both the
athletes for getting No. 1 position comparison tot he inter. Coca-Cola is
well set with its 53 bottling sites through out the country giving tit an
edge over competition by processing a well-built bottling and distribution
set-up. On the other hand, Pepsi, with two more years in India, has been
able to set an image of a winner in India and has been able to get the
pulse of the India soft drink market. The soft drink giants are leaving on
stone unturned and her for the long terms.

Coca-Cola has been penetrating the market through its wide product
range with a determination to change consumption pattern of soft drink
in India. Firstly, they upgraded the whole industry by introduction 300 ml
bottles, which in turn had given the industry a booming growth of 20% as
compared to the earlier 5%. They want to develop a coca culture here
and are working on a strategy to offer soft drink in every possible
package. In Coca-Cola camp, the idea of competition has not come from
Pepsi, but from the other beverages such as tea, coffee, Nimbu Pani,
water etc. Pepsi is quite aggressive in its approach to Indian Consumer.
They are desperately working on the strategy to be winners in the hot
cola war between two big barons. According to Pepsi philosophy, it's the
madness that encourages executive to think, to conjure up those
creative tactics to knock the fizz out their competition. Pepsi had
plumbed a large on the visibility of its blue red and white logo. They have
been going with aggressive marketing by putting Sachin Tendulkar,
Akshay Kumar and now Shahrukh Khan in their advertisement to
endorse their brand, the role models for its targeted consumer the
teenagers. They have increased the fizz in the market place by

introducing the dispensers called Fountain Pepsi and has been enjoying
a lead over its rival there.
Coca-Cola on the other hand, has been working on the saying slow and
steady wins the race's side by retailing to every more of its competitor.
They have procured the shield of Thums-Up with a handsome market
share in Indian soft drink market.

Countering Pepsi's international commercial that used two chimpanzees

to cock a snoop at coke, Thums-up come with the ad line, Don't be
Bandar, taste the Thunder. Also Thums-Up has been positioned now
very near to that young image of Pepsi and giving it a though time.

These cool merchants have put everything on fire. It Coke got the
status of the official drink of wills. World Cup, Pepsi blushed as
nothing official about it. As Thums-Up projected as 'Saaree Jahan
Se Achcha' Pepsi was passionate enough with 'Freedom to be' and
now the "Yeh Dil Mange More" when Thums-Up came with Thunder
Blast, the other offered 'Pepsi Stuff Card'. If Red is meant for coke,
Pepsi has chosen to be blue.
 MAIN COMPETITORS

COCA-COLA V/s PEPSI

Coca-Cola Pepsi
Total Investment in India Rs. 250 Crores Rs. 500 Crores
New Investments Rs. 2400 Rs. 300 Crores
Crores
Number of Employee 140 2400
Number of owned bottling 9 11
Plants
Number of Franchisees 54 15
Number of Fountain 1500 4000
Total Investment by bottlers Rs. 125 Crores Nil
New Plants Planned Nil 6
(Data of 2005-06 )
Overall volume of Coca-Cola products have increased by 40% whereas
the industry growth rate is 20%. Last year total sale of soft drink Industry
in India was approximately 170 million crates. Out of these around 60%
was of Cola and other 40% was of non-Cola Brands.

Sources of Data :- This Last Year data is provided by Sales Executive

of

Company.
 MARKETING MIX

Prof. Neil H Barden defines marketing mix as 'the appointment of effort,

the combination, the designing and integration of the elements of the
marketing into a programme of mix which will best achieve the objective
of the enterprise at the give time."

Marketing mix is the set of marketing tools that the firm uses to pursue
its marketing objective of in the target market. The marketing problems
are analyzed:
1. By utilizing the important forces emanating from the marketing
operation of an enterprise.
2. By adopting producer & for an efficient marketing programme.

ELEMENTS OF MARKETING MIX

The marketing mix denotes a combination of various elements

which in their totally constitute affirms marketing system. McCarthy
popularized a four factor classification of the se tools called the four P"s,
product, price, place promotion.
PRODUCTS

 Product variety
 Quality
 Design product
 Brand name
 Feature
 Packaging
 Size service
 Warranties
 Returns

PRICE

 List Price

 Discounts

 Allowances

 Payment period

 Credit teams
PLACE
 Channels

 Coverage
 Place assessments
 Locations
 Inventory
 Transports

PROMOTION

 Sales promotion

 Advertisement

 Sales Forces

 Public relations

 Direct marketing
The particulars marketing variable under each P are shown below:

4 Ps 4 Cs

 PRODUCT  CUSTOMER NEED

 PRICE AND WANTS

 PLACE  COST TO THE

 PROMOTION CUSTOMER

 CONVENIENCE

 COMMUNICATION
 DISTRIBUTION IN THE COCA-COLA SYSTEM

GETTING PRODUCTS TO MARKET

One of the value of the coca-cola system is presence that coca-cola
should exist everywhere. In the words of former CEO-India operations -
Richard Nichoilas, "Our goal is to have coke available within an
arm's reach of desire". To fulfill this gool, coca-cola not only produces
products, but also has an effective systems to distribute them all over
India.

DISTRIBUTION
Distribution Sales + Delivery + Merchandising + Local Account
Managemetn.

Distribution of Coke's products includes the activities of sales, delivery

merchandizing and local accounts management. These are two major
types of distribution systems.

(i) Direct and Indirect

In direct distribution, the bottler partner direct control over the
activities of sales, delivery, merchandizing and local account
management.
In indirect distribution, an organization which is not a part of the
coca-cola system has control of one or more of the distribution elements
(Sales, Merchandizing and local accounts managements).
With Direct distribution there are two types of sales:-

Advanced sales and conventional sales.

In conventional sales, all the distribution activities (Sales, Delivery,
Merchandizing and Local Accounts Management) are performed by the
same persons.

In advanced sales, sales and delivery are performed by different people

within the coco-cola system.

Difference between a Customer and a Consumers.

 A consumer is some one who drinks coca-cola products.
 A customer is a business location which sells or serves coca-cola
products to consumers.

MERCHANDIZING
One the products are delivered to the customer's they are promoted at
the point-of-purchase to maximize the company's sales opportunities,
merchandizing involves looking at the presentation of the products
through the eyes of the consumers. It is an on-going process that help
the company present its products properly to the consumers in the
market place for instance, is the display attractive? Are the product
neatly organized.
PRESENTING THE PRODUCTS
Coca-Cola presents its products for sale in four different ways. They are
as follows:
 Secondary Display
 Coolers
 Vending Machines
 Post Mix / Pre Mix

INDIA'S RELATIONSHIP WITH COCA-COLA

Just after independence, the Maharaja of Patiala oversaw his coca-Cola-
Cola hoarding from his huge, ornate palace, Coca-Cola export
representative Frank Harrold, was awed by the Maharaja's opulent life
style. In 1993 after Coca-Cola returned to India after a 16 years absence
(beorge Fernandes threw the company out of the country in 1977 on the
pre text that it had refuse to divalge its formula to Indian officials), CEO
of the Coca-Cola Company, Robesto boirueta "Salivated over a virtually
untapped market of 840 million people".
 PROMOTION : THE COCA-COLA WAY

Goal for the 90's

"To place coca-cola within an arm's reach of desire.

Consumer activity clusters:

 Grocery shopping
 Other shopping & services
 Eating and drinking Entertainment/ Recreation. Leisure
 Travel / Transportation/ Hospitality
 Educational
 At Work

The 3A's:
The strategy for reaching in creasing numbers of consumers in India is
based on the belief that consumers will buy our products it they are
Available, Affordable and Acceptable.

Strategies for the 3A's

 Focus on the consumer and customer,
 To provide quality customer services, and caring about the quality of
performance in respective jobs.
 Caring enough about what we do, to it the best we know how.

The 3A's is Coca-Cola underlying strategy for meeting its goal to reach
increasing numbers of consumer's. How does coke position its limited
resources to help meet its good. Let us explore the specific ways in
which the Coca-Cola system addresses each of the 3A's.
AVAILABILITY
Some of the way sin which the Coca-Cola Company hopes to increase
availability of its product include improved or innovative packaging,
dispensing systems, distributions system, marketing.

AFFORDABILITY
The ways to address affordability include pricing decisions, as well as
resource management. To make its product available at a price
affordable to the consumer. Continually processes more efficient and
therefore more cost-effective.

ACCEPTABILITY
Making coca-Cola brand products the beverage choice for any
occasion's depends on a variety of strategies to reach the target
audience. The common strategies adopted to effect acceptability were
though sponsorships, promotion youth market activities, community
programs, and other activates.
 SWOT ANALYSIS

STRENGTHS:

 Coke Company has a good market reputation and a strong

distribution network.

 Coke is having a multi brand strategy ad is looking for a great

volume opportunity in India.

 Coke is presently no. 1 player in Indian Carbonated soft drinks

market.

 Coke was born 11 year before Pepsi (in 1987) ad a century later
still maintains that pioneering least.

 Pepsi and coke both have good brand image.

WEAKNESS:

 Coke has less no. of retailers

 Less force - it has less no. Have owned bottling plant.

 It has not planned for setting up of any new plants where their
competitor has planned to set up several new plants.
 OPPORTUNITY:

 A rapidly growing market, which is expanding @ 205 every

year.

 It can take the market very well with the new investment of Rs.
2400 corers.

 It can give a big jerk to its major competitor Pepsi it can

increase its number of fountain to a sizeable amount.

 Increasing trend of cold drink of different brands.

THREATS:

 It has a continuous threat from Pepsi as well as various other

local soft drinks.

 Coke has a major market than Pepsi between the teenager as

well as the student due to advertisement of world cup cricket.

 A large amount of expenses on the advertisement.

 There is no proper policy of distributing the merchandising

assets of the company to the retailers.
 MARKETING STRATEGIES

1) Coca-Cola sales club:

This club is for the retailers. In this approach retailers are given some
points once in a month depending upon how they are using the
display material provided by the company to them. This material
consists of Fridges, DPS Boards, Glow Sign Boards, Display Bottles
(500ml. 1lt. 2lt, Commodity Packs, Stands, Posters etc. Depending
upon these points retailers are rewarded by certain gifts from the
company.
The retailers are participating in these schemes curiously. But few of the
retailers found furious and angry because they had lost the points
because of miscommunication or lack of guidance. Therefore they
need some kind of guidance from the company. It would be a better
idea that our salesman who are distributing the beverages to the
retailers can be equipped by the appropriate training so that they can
guide the retailers about how to use their display material to 100% of
their strength and able to tell about the new schemes convincingly.

2) Schemes:

Hindustan Beverages India comes out with the schemes on their

different products many times in a year. Most of these schemes are
made to benefit the retailers. Some of the schemes are as follows:

• 1 bottle of 2lt. free with one 2lt bottle pack.

• 1 bottle of 1lt. free with one 1lt bottle pack.
• 2 bottles of 500ml free with one 500ml bottle pack.
• 6 bottles of Kinley free with one pack of Kinley.
These schemes keep on changing depending upon the stock.
Beverages companies are giving these schemes despite of acute
shortage of soft drink in every segment to meet the competition, to make
sure the availability their brands and sometimes to satisfy and benefit
the retailers and the end consumers.

3) Advertising:
Through the consumers survey it has been proved that the T.V.
commercials and sinages affect the consumer buying behaviour by
approximately 70%. May be only Cococola. is investing huge finances in
the T.V. commercials and other sinages, big names of Indian film
industries and sports hero’s are being proposed to become the brand
promoters and brand ambassadors. Amir Khan, Akshay Kumar, Hritik
Roshan, Riya Sen and more are being offered huge amount for carrying
out the promotions.
• Posters
• DPS boards
• Glow Sign boards
• Date calendars
• Cinema hall tickets
• Radio commercial

4) Promotion through restaurants and cinema hall holdings:

Coca-cola is tying up with different chains of restaurants and fast food
centers to promote the Coca-cola and its other brands like Limca,
Sprite, Maaza etc. these restaurants are authorized to keep and use
the merchandising assets of Pepsi. Usually these kinds of restaurants
 and fast food chains are in contract with the Pepsi Co., so that they
cannot promote any other brand.

5) Merchandising assets:
Coca-Cola also try to promote their brands by providing their retailers
and dealers some display items. Some of such items are as follows:
1. Fridges
2. Coca-Cola/Mazza stands
3. Display bottles
4. Posters

Coca-Cola provide the above things to the retailers to use them in

promoting companies brands and products, and provide refrigerators to
the retailers in the hope that these retailers only use these assets in
promoting the Coca-Cola’s products and they will chill the Coca-Cola’s
products so that its products will always be available to the end
consumers. But it is not true in most of the cases. Retailers usually use
the merchandising asset of one company in such a way that it benefits
another company. Sometime they do it unknowingly, sometimes they do
it knowingly and sometimes because of the deficiencies of the company
itself. These deficiencies are as follows: -
1. Irregularity of the salesman to the retailers shop.
2. Shortage of the different products and different packages.
3. Sometimes because of the rude behavior of the salesman.

6) Strengthen distribution network and promotions through word of

mouth through sales man:

Unlike the rival brand Pepsi, Coca-Cola co.. Basically depends upon its
sales man for promoting and launching the new as well as old brands
because instead of doing the business through dealer’s network like
Pepsi, Coca-cola believes in making and maintaining relations with
retailers directly. Therefore salesman is the very important part of Coca-
cola co. marketing strategy.
 INTRODUCTION

Every year with the start of summers in India the real race to quench the
thirst of the consumers begins in the soft drink beverages industry.
Every year millions participate in it, either in the hot sun or sitting at
home watching their, sipping the soft drink and watching the newly
launched advertisements.
Lime n' lemoni Limca
Soft drinks manufacturers in India face a number of major problems,
such as distribution difficulties. Access to the 500,000 villages is limited
due to the poor road network. Inconsistent tax policies, the prevalence
of duplicates, hefty packaging costs and India's seasonal nature are
other factors holding back growth.

During New Year the two of the largest soft drink giants in India Pepsi
and Coca-Cola start experiments with products, packages, flavors and
prices in an effort to boost their market share. For this the biggies make
huge investments in terms of advertising, setting up new and more
productive and modernized plants, improving the distribution network to
get better reach to the end consumer.

One of the areas where these companies are making huge investments
is merchandising. This is the area where companies try to get the
maximum display in the consumer’s eyes at the retailers shop through
refrigerators, glow signboards, DPS boards, stands, posters, display
bottles etc. But the question arises that whether these retailers are
making the proper use of these materials, which the company is
providing them. Are they using these materials to their optimum level in
promoting the product of the company that has provided them the

merchandising material? Are the companies getting the optimum results

of the investments they are making in this area?

Researcher have tried to find out answers to the above questions in his
research work, which researcher has conducted during his summer
training during the partial fulfillment of his MBA programme.
 RESEARCH OBJECTIVE

PRIMARY OBJECTIVES:
• To find out to which extent merchandising assets are being used
by the retailers in promoting the product of coca-cola

• To find out Market demand of Coca Cola and Thums up vis-à-vis

Pepsi

• To find out Market demand of Fanta vis-à-vis Mirinda-O

• To find out Market demand of Limca, Sprite vis-à-vis Mirinda-L and

7up

• To find out Market demand of Maaza vis-à-vis Slice.

SECONDARY OBJECTIVES:-
• To find out Market comparison of all the available brands of the
soft drinks in the market.

• Brands availability of Coca-cola and its brands vis-à-vis Pepsi and

its brands.
 RESEARCH METHODOLOGY

Researcher began his survey with route riding, i.e. traveling along with
the sales persons on his daily trip to service the retailers. Researcher
asked the retailers about their uses of Coca-cola merchandises and try
to Asses the market share of the Coca-cola’s different brands. This is
very important point as it gave me an inside view of the whole setup and
further on during the planning of any of the promotions. Researcher was
aware of the limitations and strengths of the environment he would be
working in. The various methods and principles adopted are listed
below:

• Research Plan:
Date sources: sources of information are as follows:
(1) Primary sources
Who’s the primary source??
Retailers are the primary source.
(2) Secondary sources – Researcher collected secondary information

from Journals of Company, News papers,Magazines.

• Research Approach:
Researcher followed one approach to collect the information
(1) Survey – Researcher contacted the retailers in the market place to

gather the relevant information.

(2) Number of Retailers contacted – 200 Retailers.
• Survey Area: Kanpur & NEAR BY AREAS
1) Kanpur, Station road

2) Kanpur,Main market

3) Bhaguwala Market ,Kanpur Road

4) Kotwali market ,Lucknow road

5) Shanpur, Main Market

6) Raipur Market, Nagina Road

7) Haridwar road, Chidiapur

8) Kiratpur Market

• Research instrument:
Researcher used questionnaire as his instrument for conducting the
survey.

• Sampling Plan
(1) Sampling unit – Retailers
(2) Sampling procedure- Simple Random Sampling Procedure.

• Contact Method
Researcher personally contacted the retailers.
Where f = Feed Back (Help in Controlling the Sub System to Which it is transmitted )
Ff = Feed Forward (serves the vital function of providing criteria for evaluation)
 DATA ANALYSIS & FINDINGS
FIGURE 1

Out of Coca-Cola and Pepsi Beverages India Limited

whose GSB do you have ?

PBI
11%

Coca-Cola
14% PBI
Coca-Cola
Both
Both
5%
None
None
70%

 Out of the sample size which has been covered only 11 % of the
shops had Pepsi’s GSB’s vis a vis to 14 % of Coca-Cola’s GSB’s.

 14 % of the sample size had the GSB’s of both the major players
of the soft drink industry.

 70% of the sample size didn’t have any of the GSB’s displayed.
GSB-GLOW SIGN BOARD
PBI-PEPSI BEVERAGES IND LTD
FIGURE 2

Ranking according to visibility - Pepsi ? Ranking according to visibility - Coca Cola ?

14% 13%

14% Rank 1 Rank 1

Rank 2 49% Rank 2
Rank 3 Rank 3
38%
72%

 72% of the shops having Pepsi GSB’s got the 1st rank according

to their visibility status on the other hand only 14% of the retailers
got the rank 2nd and 3rd each. This shows that retailers who got the
GSB as display material from the company are using them
satisfyingly.

 49% of the shops having Coca-Cola GSB’s got the rank 1st

according to their visibility status on the other hand 38% of the

retailers got the rank 2nd and only 13% of the retailers got the rank
3rd. This shows that in comparison to Coca-Cola, Pepsico.’s GSB
are being used in more proper way.
FIGURE 3

Out of Coca-Cola and Pepsi Beverages India Limited

whose DPS Board do you have ?

PBI
27%
PBI
Coca-Cola

Coca-Cola Both
None
8% None
62%
Both
3%

 Out of the sample size which has been covered 27 % of the shops
had Pepsi’s DPS Boards vis -a -vis to 8 % of Coca-Cola’s DPS’s.

 3 % of the sample size had the DPS Boards of both the major
players of the soft drink industry.

 62% of the sample size didn’t have any of the DPS Boards
displayed.
*DPS-DISTRIBUTOR PROMOTINAL SIGNAGE* FIGURE
4

Ranking according to visibility - Pepsi ? Ranking according to visibility - Coca Cola ?

0% 12%
18%

18%
Rank 1 Rank 1
Rank 2 Rank 2
Rank 3 Rank 3

70%
82%

 82% of the shops having Pepsico. DPS Boards got the rank 1st

according to their visibility status on the other hand 18% of the

retailers got the ranks 2nd and nobody got the 3rd. This shows that
retailers who got the DPS Boards as display material from the
company are using them satisfyingly.

 70% of the shops having Coca-Cola DPS Boards got the rank 1st

according to their visibility status on the other hand 18% of the

retailers got the rank 2nd and only 12% of the retailers got the
rank 3rd. This shows that in comparison to Coca-Cola, Pepsico.’s
DPS Boards are being used in far more satisfyingly.
FIGURE 5
EMBED Excel.Chart.8 \s

27% 25%

11%
37%

PBI COCA-COLA BOTH OWN

 Out of the sample size, which has been covered 37% % of the

shops, had CocaCola’s refrigerator vis a vis to 25 % of Pepsi’s

refrigerator. This shows that percentage distribution of the
refrigerators of Coca-cola co. is more than Pepsico. .

 11 % of the sample size had the refrigerator of both the major

players of the soft drink industry.

 27% of the sample size didn’t have any of the company’s

refrigerators; they are using their own refrigerators for the chilling
purpose.
FIGURE 6

Ranking according to visibility - Pepsi ? Ranking according to visibility - Coca Cola ?

8% 0%

33%
24%
Rank 1 Rank 1
Rank 2 Rank 2
Rank 3 Rank 3

68% 67%

 68% of the shops having Pepsico. refrigerators got the rank 1st

according to their visibility status on the other hand only 24% of the
retailers got the ranks 2nd and 8% of the retailers got the rank 3rd.
This shows that retailers who got the refrigerators as display
material from the company are not using them satisfyingly.

 Only 33% of the shops having Coca-Cola refrigerators got the

rank 1st according to their visibility status on the other hand 67% of
the retailers got the rank 2nd and none of the retailers got the rank
3rd. This shows that in comparison to Coca-Cola, Pepsico.’s
refrigerators are being used in far more proper way.

FIGURE 7
 How many Bottles of PBI/ Coca-Cola do you have in
your fridge

PBI, 4260
4500
4000 Coca-Cola, 3368
3500
3000
PBI
2500
Coca-Cola
2000
1500
1000
500
0
PBI Coca-Cola

FIGURE 8

Availabity Comparision between Pepsi and Coca-Cola at the

Outlets - using Coca-cola Merchandising Asset

Coca-Cola
44% PBI
PBI Coca-Cola
56%

 In the CocaCola’s refrigerators 56% of the Pepsi bottles were

found. This shows that CocaCola’s refrigerators are not being

used to optimum by the retailers in promoting CocaCola’s
products.
FIGURE 9
 Reasons for not optimum use of Refrigerator / Ice Box
at outlets ?

Shortage
Shortage
13%
Other
Problem of the Problem of the Empty
36%
Empty bottle bottle
17% Irregularity of the Salesman

Other
Irregularity of the
Salesman
34%

FIGURE 10

Other Reasons for low optimum use of Coca-cola' s Assets

Others
11% Low Demand
Low Demand
promises from 34% Smaller Fridge
Unfulfilled
the Company
Representatives Unfulfilled promises from the
22% Company Representatives
Smaller Fridge Others
33%
 While giving the reasons for not using the Coca-Cola’s
refrigerators 34% of the retailers blame it to the lack of regular
services from the company (irregularity of the salesman), 17% of
the retailers voted to the problem of the empty bottles of Hindustan
Beverages India, 13% voted for the shortage of the different
packing.

 Despite of all the above reasons a huge segment 36% blame it to

different other reasons for below optimum use of refrigerators.

 Out of the 36% other major reasons low demand (33%) and lesser
capacity refrigerators (34%) got the maximum share.

 Despite of all the above there are even major number of retailers
who blame it to the unfulfilled promises from the company
professionals.
FIGURE 11

Approximate sale of the retailer

100
90
80
70
60
50
40
30
20
10
0
0.5 to 2 3 to 5 6 to 10 More Than 10

FIGURE 12

Approximate sale of the retailer

More Than 10 0.5 to 2

18% 8%

6 to 10 3 to 5
28% 46%

 The sample size shows that maximum portion (around 46 %) of

the retailers whose sale are between 3 to 5 crates daily and only 8
% are the ones who are selling less that two crates.
FIGURE 13
How the retailler gets display material from the
company ?

70

60

50

40

30

20

10

0
Schemes Gift Sharing / Draft Other

FIGURE 14

How the retailler gets display material from the

company ?

Gift
40%
Sharing / Draft
21%

Other
Schemes 6%
33%

 The sample size gives us the brief idea about the pattern of
distribution of merchandising assets by the companies. Most of the
retailers (around 73%) are getting the display material through
different schemes or as the gifts.
FIGURE 15

Market Demand of different packings of Soft-Drinks

2lt
200ml
26%
30% 2lt
1lt
500ml
1lt 300ml
7% 200ml
300ml 500ml
23% 14%

 This gives us an indication, where the better prospects lies. In

which particular type of packing little innovation can do wonders.
This provides us with an idea where we should concentrate.

 The sample size shows that there is huge demand of 2lt pack
(26%) and 200ml bottles (30%).

 300ml bottles with 23% shares the 3rd position and 500ml. Shares

the 4th position of the demand total demand with the market
demand of 14%
FIGURE 16

Market Demand of Softdrink ( Cola )

500

400
Pepsi
300
Coca-Cola
200
Thums-up
100
S1
0
Pepsi Coca-Cola Thums-up

FIGURE 17

Market Demand of Softdrink ( Cola )

Thums-up
24%
Pepsi
39% Pepsi
Coca-Cola
Thums-up

Coca-Cola
37%

 Sample size shows the comparison between the market demands

of each of cola drink.
 Pepsi is on the top, shares the demand of 39% from the market.
 Coca-Cola seconds with the shares of the demand of 39% from
the market beating Thumps up with the remaining 24%
FIGURE 18

Market Demand of Softdrink ( Orange )

290
280
270 Fanta, 285
260 Mirinda-O, 260
250 S1
240
Mirinda-O Fanta

FIGURE 19

Market Demand of Softdrink ( Orange )

Mirinda-O
48%
Fanta
52%

 Sample size shows the comparison between the market demands

of each of Orange drink.

 Mirinda and Fanta are almost head to head with 48% and 52%
market demand. Though Fanta is having 4% more share than
Mirinda Orange.
FIGURE 20

Market Demand of Softdrink ( Lemon )

Sprite 7 Up
5% Mirinda-L
9%
27%

Mountain Dew
28%
Limca
31%

FIGURE 21

Market Demand of Softdrink ( Lemon )

1000
800
Limca, 865
600 Mountain Dew,
Mirinda-L, 735
400 770 Sprite, 235
200 7 Up, 123
S1
0
Mirinda-L Limca Mountain Sprite 7 Up
Dew
 Sample size shows the comparison between the market demands
of each of Lemon drinks available in the market

 Limca in the lemon flavour with the market demand share of 31%
is beating all the giants.

 Pepsi’s two products Mirinda Lemon and Mountain Dew together

with the market demand share of 55% are competing with the
Limca.

 The new entrant to the market, Mountain Dew is gaining the

market share more dynamically than its competitor brands.

 Sprite and 7 up are lacking behind with just the share of 14%.
FIGURE 22

Market Demand of Softdrink ( Mango )

300

295 300

290 290
S1
285
Slice Mazza

FIGURE 23

Market Demand of Softdrink ( Mango )

Mazza, 290

Slice, 300

 Sample size shows the comparison between the market demands of each of Mango
drinks available in the market Slice and Mazza is almost head to head with 52% and
48% market demand. Though Slice is having 4% more share than Mazza.
LIMITATION
Despite the possible efforts in conducting the research, there were some

unavoidable situations, which limited the scope of the project.

 Considering the population, the sample taken for present study

seems small and hence further investigation may be required.

 The sample taken for study was not of equal distribution so a

comparative study cannot be made.

 Some of the retailers were non-cooperative in giving information,

which hampered the actual calculation.

 Time available for research was very short so certain aspects have

been overlooked.

 Retailers were hesitant to provide the complete information due to

fear of misuse of information.

 Respondents may sometimes misinterpret the questions, leading

to a different answer.

RECOMMENDATIONS
1. Company should do something to meet its demand in the market.
Because there is an acute shortage of Coca-Cola 2Lts party pack and tin
pack because of the shortage, Coca-Cola is not only loosing the present
market share but also providing way to the rivals. For this either plant
size can be expanded or some more production equipments can be
installed.

2. Since the market capacity is huge salesman needs time at every

retailer to satisfy him and tell him about the different products,
packaging, schemes etc. it’s quite difficult for him to visit every shop on
his route everyday. Therefore, there is necessity to divide his route into
two parts and increase the total number of routes.

3. Sometimes salesman for different routes keeps on changing very

frequently (in a very short period). This should be prohibited because
every sales man needs time to get adjusted to a particular route and
even to know all the shops on the route.

4. Salesman is working for 15 to 16 hours regularly during the peak

season at very low reimbursement, which may sometimes kill his
interest. Therefore there is a need of fixing up his working hours.
Delivery van should be ready when he comes into the depot in the
morning. There should be different labour for shipping or de-shipping the
delivery vans.

5. Company professions must not make the false promises about the
merchandising assets with the retailers. These retailers must get the
 proper information and guidance about the company policies on the
merchandising assets. So that there must be no frustration generated.

6. Though the GSB’s and DPS Boards are being used by the retailers
satisfyingly but still there is need of the guidance for the retailers.

7. Schemes should be transparent and made clear to the retailers.

8. As maximum number of retailers are selling around 3 to 5 crates

daily. Our schemes should be revolving around this percentage only.
And while formatting the different schemes this should be kept in mind.

9. For this salesman can be provided with some kind of guidance/

training, so that they can clear the queries of the customers about the
different schemes/ proposals

10. Retailer benefit schemes, which the company launches time by time
during the whole year, must be made clear to all the retailers.

11. Customers can be informed about the schemes through the

broachers. Broachers can be distributed to all the retailers for the
schemes that are being launched once in a year. And for the daily
 schemes which get change on daily bases and which depends on the
stock availability providing details about the day's schemes/ after a
paper/ pamphlet on different products can be sticked to the delivery van
signed by the ASM or anybody authorized. So that every retailer if
needed/ required can verify himself about the daily schemes.

12. Company professionals should visit the field more regularly and they
must try to visit every retailer at least once in a month.

13. A proper trust and relationship building process is required with the
retailers, which need to be worked on.

14. Above figures shows the market demand comparison between the
different products of all the flavors available in the market. Which show
that we can gain market share through Coca-Cola’s Limca and Sprite.
So we should concentrate more in completing the market demand of
these products.

15. Above figures shows the market demand comparison between the
different packs available in the market. Which show that we can gain
market share through concentrating more on 2Lt. and 200ml.
pickings. So we should concentrate more in completing the market
demand of these packing

16. Other products and packing like Sprite and 300 ml. Whose demand
is going down require proper attention and strategy.
 CONCLUSION

After conducting the research, Researcher found that there are two
categories of retailers. The first one is of those retailers, which just want
to increase their assets, for them the sale doesn’t matter according to
them they can only increase the sale if the company will invest in them
or in their shops. These types of retailers will only work for the company,
which invest in them hugely. And if at any moment they found company
has lost or lowered their interest in them they will again shift to other
major player. Other kinds of retailers are those who are more bothered
about working hard and build their reputation in the market. These types
of retailers are using the merchandising assets to their optimum level.
And sometimes if they are unable to do so it’s because of the irregularity
of the salesman (when the salesman on the route gets changed) or
because of the shortage of the different products/packing.

• There is a requirement of the company professionals to visit these

retailers continuously. So, that they can understand the market
and suggest changes accordingly. Despite of this, salesman and
other company professionals who visit these retailers must not do
the false promises. Due to this retailers loose their confidence in
the company.

• There is also the need of the transparent schemes and marketing

mix that the retailers can understand more properly.
 QUESTIONNAIRE

Name of the SHOP ______________ Tel No.__________________

ADDRESS _____________________________________________

1 OUT OF COCA-COLA AND PEPSI BEVERAGES INDIA LIMITED WHOSE GSB DO YOU
HAVE?
a. PEPSI B COCA-COLA C BOTH D NONE

RANKING ACCORDING TO VISIBILITY?

1 2 3

2 OUT OF COCA-COLA AND PEPSI BEVERAGES INDIA LIMITED WHOSE DPS BOARD
DO YOU HAVE?
a. PEPSI B COCA-COLA C BOTH D NONE

RANKING ACCORDING TO VISIBILITY?

1 2 3

3 OUT OF COCA-COLA AND PEPSI BEVERAGES INDIA LIMITED WHOSE REFRIGERATOR

DO YOU HAVE?
a. PEPSI B COCA-COLA C BOTH D NONE

RANKING ACCORDING TO VISIBILITY?

1 2 3

4 HOW MANY BOTTLES OF COCA-COLA DO YOU HAVE IN YOUR FRIDGE?

COCA-COLA __________________ TOTAL ________________

 5 WHAT ARE THE REASONS THAT YOU ARE NOT USING THE REFRIGERATOR / ICE BOX
TO ITS FULL STRENGTH? A.SHORTAGE [
] B. EMPTY PROBLEM [ ]
C . IRREGULARITY OF THE SALESMAN [ ] D. OTHER [ ]

6 APPROXIMATELY HOW MANY CRATES DO YOU SALE?

a. 0.5-2 [ ] B. 3-5[ ] C. 6-10 [ ] D. MORE THAN 10 [ ]

7 HOW DO YOU GET THE DISPLAY MATERIAL FROM THE COMPANY?

a. SCHEMES [ ] B GIFT [ ] C SHARING / DRAFT [ ] D OTHER [ ]

8 PLEASE RANK THE FOLLOWING ACCORDING TO THE MARKET DEMAND?

( ) 2 LT. ( ) 1 LT ( ) 500 ML ( ) 300 ML ( ) 200 ML

9 PLEASE RANK THE FOLLOWING ACCORDING TO THE MARKET DEMAND?

A. ( ) PEPSI ( ) COCA-COLA ( ) THUMS-UP

B. ( ) MIRINDA-O ( ) FANTA

C. ( ) MIRINDA –L ( ) LIMCA ( ) MOUNTAIN-DEW ( ) SPRITE

( ) 7-UP

D. ( ) SLICE ( ) MAAZA

Thanks
If you Have Any Suggestion…………………………( )

Signature
Retalier List

Name Of Out let Area

Shiva sweets Najbabad

Saleem Sweets Ghaziabad

Roadways canteen Najbabad

Ravi P.C.O Najbabad

Gupta General Store Ghaziabad

Nidhi General Store Ghaziabad

Sharma tea Stall Najbabad

Kumar Sweet Najbabad

Trimohan pan
Bhandar Ghaziabad

Ghai Motel Ghaziabad

Vikas general Store Ghaziabad

Shanavaaz Tea Stall Ghaziabad

Vinay General Store Ghaziabad

Gupta hotel Ghaziabad

Sonu P.C.O Ghaziabad

Mahesh Hotel Ghaziabad

Mohan Murga wala Najbabad

Ghaziabad
Gupta & Sons

Anand bakers Ghaziabad

Ghaziabad

Sarfaraz pan
Bhander Ghaziabad

Singh Coldrinks Ghaziabad

Mothi general Store Ghaziabad

 BIBLIOGRAPHY

Name of the books used for the reference and their authors.
1). Kotler, Philip, Marketing Management, Delhi, Pearson Education Pvt. Ltd., 2004

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

2003,pg.14-26.

Websites Referred
http://www.coca-cola.com

Search Engine -

http://www.google.com

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