TABLE OF CONTENTS

Chapter I
1. 2. 3. 4. 5. 6. 7. 8. Executive Summary Introduction Need of the study Scope of study Objective of study The Mission Statement of the Coca Cola Company Coca Cola International History Motto of Coca-Cola

9. Strategic Goals

Chapter II
1. Research methodology ( sample size, instrument used, methods of data collection) 2. Limitation

Chapter III
1. Descriptive work on subtopic of study

Chapter IV
1. Data analysis & interpretation

Chapter V
1. Conclusion & suggestion

Chapter VI

1. Bibliography

Chapter VII
1. Appendices

CHAPTER:-I

Executive Summary
More than a billion times everyday, thirsty people around the world reach for beverages for refreshment. All around the world, drinking beverage is like an entertainment for people. Soft drinks are considered as consumer products. All round the world we can see a different marketing phase used by the beverage producing companies but in india it is a little different. The companies do not directly sell their products to the end consumers. Companies such as Soft Drinks (Coca-Cola, Pepsi, RC-Cola, Uro-Cola, Virgin, etc), Mineral waters (Fresh, Mum, ACME and etc), Juices (Pran, Danish, Sezan, etc) are dependents on the distribution channels for making their products reach the final consumers. As the companies are not making the people aware about their beverage through directly selling it to them, they use other media and means to make its customers know about their products. They use the advertisements as one of the most important promotional tools. Along with advertisement they also use other promotional tools. We have done a study on Coca-Cola Company with the aim to learn about the different marketing prospects in india and our selected product is Coca- Cola. Like always the company is doing quite well although at the current moment RC-Cola is dominating the market a little more than Coca-Cola. Still Coca-Cola has more

market share than its competitors. Coca-Cola has an effective marketing and advertising campaign. As the company does not have that skillful village distributor they cannot reach out to a lot of people. There are lots of recommendations which are provided for the improvement of the functionality in the marketing sector The companys investment in local communities in over 200 countries totals billions of dollars in jobs, facilities, marketing, purchase of local goods and services and most importantly the local business partnership.

INTRODUCTION

I did market research on the topic Market Share & Distribution Channel Of Coca Cola. The reason for selecting this topic by the company because company wants to know his market share of coke after decreasing the selling price of all flavors in coke in the compare of pepsi and company start a new flavor in 200 ml. So that company wants to know that how much demand having this new launched flavor. This new launched flavor very much prefered by consumer because its cost is only 5 rupis. So that most of person con spend enough less money and can take enjoy of cokes all flavor in 200ml.

Under channels of distribution company wants to know. The distribution of coke in compare of Pepsi, and also wants to know the retailer and whole seller are satisfied or not and also wants to know that how much retailer purchase coke by coke vehicle and how much retailer purchage coke by its own dealer. Thats why these topic given by company.

NEED OF THE STUDY

Coca-Cola India minimised its capital needs by meeting new manufacturing capacity needs through external co-packers, outsourcing its distribution and meeting its in-marketrefrigeration and cooling needs by giving incentives to retailers to self-fund the same through its Own Your Fridge Scheme.

Today, the company has an extensive rural and urban distribution network. Coca-Cola adopts a hub and spoke format distribution network ensuring that large loads travel longer distances and short loads travel short distances. The company has increased its village penetration from 9 per cent in 2000 to 28 per cent in 2004 and covers approximately 175,000 villages today. Rural India now accounts for 30 per cent of Coca-Colas sales volumes.

SCOPE OF THE STUDY

1. By this study company can know its growth. 2. This study helps the company to know their actual position in the market. 3. This study helps to find out the promotion activities of the company and help to
make relevant changes according to their rivalry company.

4. This study ensures the availability of the product in the market. 5. The study helps to fond out the problem of the counter and to find out the
requirement for more sale

6. This study helps to maintain the outlets in a well designed way to attract the
consumers.

OBJECTIVES OF STUDY
The main objective of the study of coca-cola is to find the market share, identification gap between sales and distribution, satisfaction level of customer, service provided by the company , span of control through hierarchy level, distribution channel, how company covered the market, stock supply by the company, increasing market share, sustain and maintain quality, product and services. Statement of research objectives start when problems are identified. There are some problems being identified such as brand awareness, quality awareness, factors influence the choice of customer, brand advertisement and more.

The Mission Statement of the Coca Cola Company

Our mission statement is to maximize shareowner value over time.

In order to achieve this mission, we must create value for all the constraints we serve, including our consumers, our customers, our bottlers, and our communities. The Coca Cola Company creates value by executing comprehensive business strategy guided by six key beliefs: 1. Consumer demand drives everything we do. 2. Brand Coca Cola is the core of our business 3. We will serve consumers a broad selection of the nonalcoholic ready-todrink beverages they want to drink through out the day. 4. We will be the best marketers in the world. 5. We will think and act locally. 6. We will lead as a model corporate citizen. The ultimate objectives of our business strategy are to increase volume, expand our share of worldwide nonalcoholic ready to drink beverages sales, maximize our long-term cash flows, and create economic value added by improving economic profit. The Coca Cola system has more than 16 million customers around the world that sells or serves our products directly to consumers. We keenly focus on enhancing value for these customers and helping them grow their beverage businesses. We strive to understand each customers business and needs, whether that customer is a sophisticated retailer in a developed market a kiosk owner in an emerging market. There are nearly 6 million people in the world who are potential consumers of our companys product. Ultimately, our success in achieving our mission depends on our ability to satisfy more of their beverage consumption

demands and our ability to add value for customers. We achieve this when we place the right products in the right markets at the right time.

COCA COLA INTERNATIONAL HISTORY:

Coca-Cola Enterprises, established in 1886, is a young company by the standards of the Coca-Cola system. Yet each of its franchises has a strong heritage in the traditions of Coca-Cola that is the foundation for this Company. The Coca-Cola Company traces its beginning to 1886, when an Atlanta pharmacist, Dr. John Pemberton, began to produce Coca-Cola syrup for sale in fountain drinks. However the bottling business began in 1899 when two Chattanooga businessmen, Benjamin F. Thomas and Joseph B. Whitehead, secured the exclusive rights to bottle and sell Coca-Cola for most of the United States from The Coca-Cola Company. The Coca-Cola bottling system continued to operate as independent, local businesses until the early 1980s when bottling franchises began to consolidate. In 1986, The Coca-Cola Company merged some of its company- owned operations with two large ownership groups that were for sale, the John T. Lupton franchises and BCI Holding Corporation's bottling holdings, to form Coca-Cola Enterprises Inc. The Company offered its stock to the public on November 21, 1986, at a split-adjusted price of $5.50 a share. On an annual basis, total unit case sales were 880,000 in 1986.

In December 1991, a merger between Coca-Cola Enterprises and the Johnston Coca-Cola Bottling Group, Inc. (Johnston) created a larger, stronger Company, again helping accelerate bottler consolidation. As part of the merger, the senior management team of Johnston assumed responsibility for managing the Company, and began a dramatic, successful restructuring in 1992.Unit case sales had climbed to 1.4 billion, and total revenues were $5 billion

The Coca-Cola Company is the worlds largest beverage company. They operate in more than 200 countries & markets more than 2800 beverage products. Headquartered at Atlanta, Georgia, they employ approximately 90500 employees all over the world. It is often referred to simply as Coke or (in European and American countries) as Cola or Pop.

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Motto of Coca-Cola:
Through out the history of the worlds most popular soft drink, advertising for Coca-Cola has followed the trends of time. Coca-Colas advertising slogans are memorable and create lasting impressions. Since the first slogan was introduced in 1886 Delicious and refreshing. The overall theme has been refreshment- one of the pleasant things in life, distinctive and available nearly everywhere. Motto followed the lead to make Coca-Cola the best known soft drink in the world. Today, motto for Coca-Cola and the companys other products are carefully aimed towards individual tastes while understanding the universal appeal of refreshment. And very appropriately, the company has globally launched its new motto Theme Enjoy Coca-Cola. Coca-Cola motto, the worlds best-known consumer product demands the talents of professionals in many different areas. The mottos that has used till now are:

Dil thanda to duniya thanda

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Strategic Goals
Short term
To create Quality, Service, Cleanliness and Value in their current product

Long term
To acquire the position as a market leader of the beverage industry in India by producing & serving high-quality and high value-added soft drink.

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CHAPTER:-II

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RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problems. It may be understood as a science of studying how research is done scientifically. 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 need to know how to develop certain indices or tests, how to calculate the mean, the mode, the median, standard deviation and chi-square, how to apply the particular research techniques , are relevant and which are not and what would they means and indicates 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.

Topics
1. Objective of Research 2. Research Design 3. Sampling Techniques & Sample Size

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4. 5. 6. 7.

Research Instrument Survey Data Collection Method Scope Limitation

1.Objective of Research
The study is concentrated in Ghaziabad market of U.P. Following are objective that we want to achieve:-

MAIN OBJECTIVE* To find out the market share of Coca-Cola products in the market in comparison to thePepsi product. * To find out the current status of the Sales Generating Assets (S.G.A.)

SECONDARY OBJECTIVE* The find out the more potential market & retailers. * To identify the satisfaction level of retailers in terms of Sales Generating Assets.

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* To get the suggestions from retailers to improve the market share of CocaCola.

The whole survey was mainly based on retailers & distributor of the soft drinks.

2.RESEARCH DESIGN
RESEARCH DESIGN:-

Research Type Data Type Data Collection Method Sampling Technique Sample Size

: Exploratory Research : Primary Data & Secondary Data : Personal Interview Method : Judgment Sampling : 200 Outlets

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RESEARCH METHODOLOGY
Research is common parlance a scientific investigation for knowledge. It can be defined as a systematic effort to collect the valuable information's. A research can be carried out by different methodologies, which have their own pros and cons. The present project work aims to take the retailers response with respect to Coke products and it distribution, to get the required data, a survey has been carried out in Ghaziabad. SURVEY PROCEDURE RESEARCH OBJECTIVE DEVELOPING RESEARCH PLAN : SAMPLE UNIVERSE Sample Unit Sample Size : Ghaziabad : City Market : 200 Outlets : Personal Interview Method : Competitive Analysis of CocaCola with Pepsi in Gorakhpur Market,

NAME OF DISTRIBUTOTS COVERED 1. Prabhat Agency, Gorakhnath

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2. Mantu Agency, Girdharganj 3. Hari Om, Enterprises

SCOPE OF RESEARCH
Marketing Research is the function which links the consumer and public to the marketer t h r o u g h i n f o r m a t i o n - i n f o r m a t i o n u s e d t o i d e n t i f y a n d d e f i n e m a r k e t i n g o p p o r t u n i t i e s a n d problems; generate refine, and evaluate marketing actions; monitor marketing performance; and to improve understanding of marketing a process.

Marketing management is interested in obtaining sales potentials for each of the geographic markets its serves to help determine amount of sales efforts that should be allocated to a specific market. Market os sales potential must be stated for a given product or groups of products for a given area for a given period of time; usually a year.

In other word market potential is the maximum demand response possible for a given group of costumers with in a well defined geographic area for a given product or service over a specified period of time under well-defined competitive and environmental conditions.

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Information from the survey will help management estimate its overall market share audits share within individual markets. Management can use this information to evaluate past achievements and to pinpoint market in which the firms progress has been noticeably above or below average.

Informations obtained by survey are useful because they can help managers determine it past efforts have been successful in obtaining desired degree of distribution coverage and support. It the firms market share objectives are not being attained, management are not being attained. Management will have to know it the cause of the problem is poor consumer response or inadequate distribution coverage and support.

This important information can help managers determine it past advertisement and promotions have been successful in achieving the desired levels of awareness trade and repurchase among target market members.

This can be useful troubleshooting information, especially it market share objectives are not being met. In such a situation, management will want to know it the poor sales record results from low consumer awareness of product, unfavorable attitudes toward the products or low acceptance of the benefits and feature

. Information obtained by survey can be used in conjunction with information regarding market share, market potential, and distribution performance and consumer response. It market share objective are not being achieved in a certain market, the problem is likely to result from poor distribution coverage and/or poor consumer response. Management should first determine which of these is the problem cause of the lower-than-expected market

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share. Then by comparing the pattern of marketing expenditures in the problem market with the distribution performance and consumer response informations as associated with the market managers may be able to pinpoint those parts of previous marketing plans that had not been given sufficient budget or that had not been carried out as intended of that were not as effective as intended.

LIMITATIONS
Considering the fact that nothing is perfect in this world every individual is bound to make mistake at some point, we are not exception for this problem faced were associated with the data collection process. The problems associated with the respondents are the non-sampling Error, which can be divided into two categories.

Response error When respondent does not give the correct answer. Non Respondent error It occurs when respondent does not responds to some
question. Refusal to co-operate Concerned person is not available Incompetence or in capabilities of the respondent

Others limitations
Less sampling because of limited span of time. The respondents may be biased or influenced by some other factor. 20

 The information is collected only from retailers. The questionnaire technique and observation method was used. Sometimes respondents were not in a position to reply with fully confidence.

CHAPTER:-III

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