CHAPTER 1.

1.1 INTRODUCTION
Under modern marketing concepts, marketing activities are centered on the customer. Most producers do not sell their goods directly to the customers. Between them stands a set of intermediaries performing a variety of functions. These intermediaries constitute a marketing channel or distribution channel. Despite the rising intensity of brand war, there is a lot of ignorance on what merchandising is and how it helps in brand building. though no research has been has been done on the impact of merchandising on purchase decision, it is believed that at least two third of buying decision are made at the point of sale. In apparel and dress accessories, there is much higher awareness of merchandising and its utility. Merchandising is a ability to visually demonstrate and display a product, show its features and properties and bring out some of its esoteric. Going by recent trends merchandising is gaining in importance each day. Coke, Bausch and laumb and HLL have used it fairly successfully. The heightened awareness of role of merchandising in recent times is because of the entry of foreign brands into the country. However, in India most retailers, do not own there merchandising. This will probably happen sooner than later and would be fallowing in the name of big overseas names such as Walmart and Marks and Spencer, which do there merchandising.

Sales , or the activity of selling, form an integral part of commercial

activity. Mastering sales is considered by many as some sort of persuading "art". On the contrary, the methodological approach of selling refers to it as a systematic process of repetitive and measurable milestones, by which a salesperson relate his offering enabling the buyer to visualize how to achieve his goal in an economic way.

Selling is a practical implementation of marketing; it often forms a separate grouping in a corporate structure, employing separate specialist operatives known as salesmen (singular: salesman or salesperson). The successful questioning to understand a customers goal, the further creation of a valuable solution by communicating the necessary information that encourages a buyer to achieve his goal at an economic cost is the responsibility of the sales person or the sales engine (e.g. internet, vending machine etc). The primary function of professional sales is to generate and close leads, educate prospects, fill needs and satisfy wants of consumers appropriately, and therefore turn prospective customers into actual ones. From a marketing point of view, selling is one of the methods of promotion used by marketers. Other promotional techniques include advertising, sales promotion, publicity, and public relations. Various sales strategies exist, such as tit-for-tat which is best if ongoing dealings and interactions are expected. This insight is behind socalled consultative sales process which is used by Saturn to sell cars, as well as for some direct Business-to-Business sales.

1.2 IMPORTANCE OF THE STUDY This project report studies those factors, which are related to product

availability at retailer shops and brand preference of customers. This report is based on the data collected from different retail outlets for soft drinks like Restaurants, Canteens, General stores, Grocery shops etc. of Jammu. This research is necessary to find out the needs and satisfaction level of the existing retailers. Another important reason was to find out about the amenities they are provided with for storage & merchandising, sales. It becomes very vital for the companies to adapt to change as soon as possible by providing the fastest and best service in order to beat competition and gain a huge customer base. This research could help the company in making quick and apt decisions considering the retailers. Another major source of feedback about a product comes from its end user. The customer decides how much the product is worth in terms of its costs, mobility, knowledge, income and service provided. Customers perceptions and expectations of a product often results in its variations in sale. Today Coca-Cola Company sells its product in nearly 200 countries and has been in a continuous improvement mode. Within the country they have established themselves as a benchmark for customer service as also for the quantity product. Share my dream said Coca-Cola to the Indian

consumer in 1993. Coke entered the A & M Top Brands survey in 1994 of No 31 with a power score of 29.9 a year after its reentry into India. Among soft drinks, Coke was stronger than Pepsi among the older people (evidently nostalgia was at work) while Pepsi obviously scored above Coke with Generation next. By buying the national brands Thums up, Limca and Gold Spot from Parle Beverages. Coca-Cola has also acquired Cadbury Schweppes soft Canada Dry and Sport Cola in early 1999 and in

drink brands Crush.

Oct2000 it acquired distribution right of these brands from IFB Agro Limited. Pepsi although started a couple of years before Coca-Cola in 1991 has a lower market share today. It has bought over Mumbai based Dukes range of soft drink brands. Both the Cola manufacturers came up with their own market share figures and claim to have increased their share. After undergoing a complete restructuring of its set up, Coca-Cola India (CCI) Ltd is confident of making profit two of four years down the line. The company has developed four core business strategies. Think local, act local approach, both in terms of manufacturing and distribution, as well as marketing. Focusing on all non-alcoholic commercial beverage opportunities. Ensuring cost and process efficiencies in all aspect of the business to maximize returns on the infrastructure investment and Nurturing a people-driven company.

The company has also worked on its distribution strategy by increasing the outlet base. The focus will be on increasing rural and own your assets (OYA)

penetration, profitability, and hub-and-spoke concepts. strategy.

Coca-Cola has adopted a local consumer specific marketing

Thus this project helps to throw light on the retailer and customers segments of marketing Coca Cola products.

1.3

AIMS AND OBJECTIVES OF STUDY

Any project work without aims and objectives is directionless. Aims

and objectives act as limiting boundaries to avoid any mistakes and errors during project work.

The objectives of this project are:

1. To check the availability of Coca Cola products as well as its competitors product in the market. 2. To assess the awareness of dealer about schemes. 3. To find out the time taken for delivery 4. To know how the rack display system and availability. 5. To check the availability of visi cooler and racks 6. Consumer awareness of all brands of coca cola. 7. To know the consumer preferences of brands available in the market. 8. To check which brand is most consumed and which is less. 9. To re launch product, if need be. .

1.4

SCOPE AND LIMITATIONS OF THE STUDY:

1. The scope of the study includes the availability of the Coca Cola and Pepsi products and customer preferences for various brands.
2. The geographical scope of the study includes Jammu only.

3. The organizational scope lies in strengthening the distribution and retailer network as the distributor and the retailers are the pillars on which the success of a company depends 4. The study was limited to a period of 50 days. 5. The sample size was restricted to end user and 100 retailers.

1.5

Methodology

This unit contains the following topics: 1. Conceptualization 2. Methods of data collection 3. Sampling

CONCEPTUALISATION
Defining of Research Research in common parlance refers to search for knowledge. Research is an endeavor to discover answers to problems (intellectual and practical) through the application of scientific method to the knowable universe. Research is essentially a systematic enquiry seeking facts through objective verifiable methods in order to discover relationships among them and to deduce from them board principles or laws. Research refers to a critical careful and exhaustive investigation or an enquiry or examination or experimentation having as its aim the revision of expected conclusions, in the light of discovered facts. According to John W. Best research may be defined as the systematic and objective analysis and recording of controlled observation that may lead to the development of generalizations, principles or theories resulting in prediction and possibly ultimate control of events.

METHODS OF DATA COLLECTION Data collection can be grouped into two types 1) Primary data 2) Secondary data

Primary data
Data, which is collected for this specific purpose at hand, is called primary data. It is customize according to the need of the researcher and focuses exclusively on the current research problem. The collection of primary data is costly and time consuming In situations where it is impossible to use the secondary data keeping in view the requirements of the study or in case where there is no secondary data available, the only way is to collect primary data. This study is based on the primary data that was collected by the researcher through : 1) Drafting Questionnaire

Sources of data:
1) Retailers 2) Cinema halls 3) Hotels 4) Consumers 5) Restaurants

Drafting Questionnaires:
The soft drink preference, taste, perception on retailer, knowledge, availability of soft drink and many more things were found out with the help of questionnaire. For this purpose a sample of 200 outlets were taken from the Solapur City and a research was made on them. During the research two questionnaires were prepared.

Questionnaire for the Retailers and Customers.

The questionnaire for the retailers was a structured questionnaire. The questionnaire of the customers was a mixed type of questionnaire with close-ended and open-ended questions. (Sample enclosed in Annexure) Along with the questionnaire, a interview of the retailer & customer were also taken for the collection of required data. The interview technique used was a structured one i.e. the interview was based on the predetermined questions and standardized techniques.

Observation:
In this, the observation was focused on availability of product availability of Sales Generating Assets (SGAs). The working condition of the refrigerator, proper display of products etc.

Secondary Data:
Secondary data may be defined as data that has been collected earlier for some purpose of the present study. Any data that is available prior to the commencement of the research project is secondary data and therefore secondary data is called as historical data. Source of secondary data is classified into two categories that are: published statistics and unpublished statistics. The secondary data was gathered from company manuals and brochures, company files and records, websites and reference books mentioned in the bibliography. Group of elements is referred as a sample and the process is of selection is called sampling. The sample size chosen for the survey was 100 retailers of JAMMU city & for the Brand preference 100 people of different age groups from different parts of city.

Sampling method:
The sampling method used was convenience sampling.

Graphical Presentation:
1) It provides an attractive and impressive view. 2) It simplifies complexity of data. 3) It provides easy comparison of two or more phenomenon. Graphical Presentation of the statistical data gives a pictorial effect. enables us to represent data in simple, clear and effective manner. The raw data that has been collected is used for calculating percentages of the response to the questionnaire. These percentages are then plotted on the graph It

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CHAPTER 2
2.1 HISTORY OF THE ORGANIZATION Coca-Cola Organization History of Coca-Cola
Coca-Cola is the drink other than water, which is mostly consumed by the world. Coca-Cola is available in almost every country of the world and nearly 100 Cores of the bottles and cans are sold all over the world every day. Like many people who change the history, Dr. John Pemberton, a Atlanta Based civil war veteran and a Pharmacist was inspire by the simple curiosity. He loved tinkering with medical formula and one afternoon on 8 May 1986 while searching for a quick cure for headaches he stipend up a fragrant caramel colored liquid. Then he took that syrup to the soda fountain shop. Here, the mixture was combined with carbonated water. They found it delicious it was put for the sales by combining with the soda water for 5 cents a glass. COCA COL . He was expert in calligraphy and he prepared the coca-cola logo, A which is used today. The daily sale was 12-13 drinks. The income earned in the first year nearly $50. Mr. Pemberton was an investor than businessman. He gradually lost interest in it. Over the course of three years, 1888-1891, Pemberton sold to Atlanta business Asa Griggs Candler for a total of about $2300. Candler becomes the companys first owner and the first to bring real vision to the business and brand. Pembertons accountant Frank Robinson named the drink
th

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Beyond Atlanta (1893-1904)

Candler, a born salesman transformed Coca-Cola from invention to the business. He found out new and innovative ways to introduced people to the new and exciting refreshment. Pemberton had used the word delicious and refreshment to describe the word earlier. Candler emphasizes these aspects of Coco-Cola for advertising. He gave away the coupons for complimentary taste of Coca-Cola and outfitted the distributors with clocks, calendars, urns etc. people saw Coca-cola everywhere. The aggressive promotional worked. By 1895, Candler had built syrup plants in Chicago, Dallas and Los Angeles. Inevitably, the drinks popularity led to a demand to enjoy it in new ways, in 1894 a Mississippi based businessman, Joseph Bieenharn become first to put the bottles. He sent it to Candler who without enthusiasm. He didnt realize then the importance of bottles. But after 5 years in 1899, two lawyers Benjamin F. Thomas and Joseph B.Whitehead convinced him and secured rights to bottle and sell the beverage. For the next thirty years Candler made many changes to improve the drinks. He made some changes in the formula of syrup. He advertised it a lot and extended the market share.

Safeguarding the Brand (1905-1918):

On realizing the success of beverages by Coca-Cola, the copycat beverages were started in U.S. like Co-cola, Coke-cola, Coke, Pepsi cola etc. Thus many had not only used name but also the logo of coca-cola. The company took the matter to the court and got success in getting its brand secured. It also got the right to use the name Coke for the drink. This is the only beverage known by two legal names i.e. Coke and Coca-cola. Advertising focused on the authenticity of the Coca-Cola, urging the customers to demand the genuine and accept no assured that the people

12

that the people were getting real Coca-Cola. In 1916, the Root glass co. of Terrehaut, Indiana began manufacturing the famous contour bottles, which remains to be the signature shape. As the country roared into new century, the Coca-Cola Company grew rapidly into Cuba, Puerto and other countries.

The Woodruff Legacy (1919-1940):

Perhaps no other person has more impact on Coca-Cola Company than Robert Woodruff. In 1923, his father Earnest Woodruff purchased the company from Candler & became the president. Robert Woodruff was his son who was a marketing genius. He saw opportunities of expansion everywhere. He captivated the foreign market with his innovative campaigns. Coca-Cola traveled with the U.S. team to the 1923 Amsterdam Olympics to the logo was emblazed on racing dogs sledges in Canada and walls of bull fighting arenas in Spain. He pushed the developed and distribution of six packs, the open top cooler and all innovations that made it easier to drink Coca-Cola for people. When it became clear to the company that housewives would be more inclined to buy six packs, they could easily open at home; women were sent door-to-door installing branded Coca-Cola openers. This is exactly the kind of out of the box thinking that thrived under Woodruffs leadership & it gave Coca-Cola nothing but a big success & also a big part of peoples lives.

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The War and Its Legacy (1940-1960) :

In 1941 World War II, thousands of American men and women were sent to the battlefield overseas. The country and Coca-Coal rallied behind them. Woodruff ordered every person in uniform gets a bottle pf CocaCola in five cents, wherever he is whatever it costs to the company. In 1943, General Dwight D. Eisenhower sent urgent cablegram to Coca-Cola requesting shipment for 10 bottling plants. During the war many Europeans enjoyed their first taste of CocaCola and when peace finally came Coca-Cola was doing a great business there. Woodruffs vision that Coca-Cola be placed within arms reach desire was coming true. By 1960 the number of countries whit bottling operations nearly doubled.

Worldwide Customers (1960-1981):

After 75 years of amazing success with its brand Coca-Cola, the company decided to expand with new flavors Sprite in 1961, Tab in 1963 and Frasca in 1966. The companys presence was increasing day by day and Coca-Cola was the only company to sell packaged cold drinks in People Republic of China. The advertising for Coca-Cola, always an important and exciting of its business came in tune with fun, playfulness and freedom. The international appeal for Coca-Cola was embodied by 1971 commercial, where group of young people from all over the world gathered on a hilltop in Italy to sing Id like to buy the world a coke.

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Diet coke and New coke(1982-1989):

The 1980s, era of legwarmers, head warmers and the fitness craze and a time of much change and innovation at the Coca-Cola. In 1981, Roberto Goezueta becomes chairman of Board of directors and CEO of the Coca-Cola Company. He completely overhauled the company with a strategy he called intelligent risk taking. Among his bold moves was organizing numerous US bottling operations into a public company, CocoCola. It became top low calorie drink in the world, second in success to Coca-Cola. In 1985 Goizueta realized new taste of Coca-Cola, the first change in formulation in 99 years. As people had deep emotional attachment to the original formula the new one become flop. The original was returned to the market as Coca-Cola classic and the product began to increase its lead over the competition a lead that continues to this day.

Coca-Cola Now (1990-- To -- Date):

In 1886, Coca-Cola brought thrilling refreshment to the patrons of the small Atlanta pharmacy. Now well into 21st century, the company's

goal test to provide the magic every time in 200 countries with its entire 230 plus brands. Coca-Cola has consumers from Boston to Budapest to Bahrain drinking its brands like Ambasa, Vegitabets, Frescolita etc. In remotest corner of the globe, you can find the Coca-Cola. In February 2000, Doug Daft became company chairman. Coca-Cola is the huge international company but Daft's vision is to have the company operate in a smaller locally run business. That's why Coca-Cola id committed to local markets, to pay attention to what people from different cultures and backgrounds like to drink, where and how they want to drink. Every 10 seconds 1,26,000 people choose to reach for any one of the CocaCola's brands and it is the company's mission to make the choice existing and satisfying every single time.

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2.2 COCA-COLA IN INDIA -- A BRIEF OVERVIEW

Coca-Cola Export Corporation started its business activities in India in 1997 with its corporate office in Atlanta and having its various plants globally. Janata Party Government stopped the Indian operations with view to promote national brands with the changing government policies from time to time multinationals were again permitted to operate in India. In 1988 Pepsi got the license. Coca-Cola has started its operations in India in October 1993. This has been re-entry in the Indian market after withdrawal of operations in 1977. The company's operations started from Agra and spread its wings all over India. The Indian market offers a strong consumer potential as majority of population is in middle class category that is a strong consumer base for any FMCG company like Coca-Cola to float its range op products. Coca-Cola has acquired the brands like Thums Up, Gold Spot, Limca, Maaza, Bisleri Soda etc. from Parley Company as these product have achieved a strong consumer base and formed a brand image in the Indian market during the re-entry of Coca-Cola in the Indian market in 1993. Thus, these products became the part of product range of Coca-Cola. In addition, today the products of Coca-Cola have became the part of life style. There are huge opportunities of expansion in India for Coca-Cola. Today the Coca-Cola Company sells its product in nearly 200 countries and has been in continuous improvement mode. Within the

country, they have established themselves as a benchmark for customer service as also for the quantity product. 'Share my dream' said Coca-Cola to the Indian consumer in 1993, and Coke lovers welcomed the world's

best-known brand back with misty eyes. The younger lot just shrugged. Coke entered the A & M Top Brands survey in 1994 of No 31 with a power score of 29.9 a year after its reentry into India. Among soft drinks,

16

Coke was stronger than Pepsi among the older people (evidently nostalgia was at work) while Pepsi obviously scored above Coke with 'Generation next'. By buying, the national brands Thumps up, Limca and Gold Spot from Parle Beverages. Coca-Cola has also acquired Cadbury Schweppes soft drink brands Crush, Canada Dry and Sport Cola in early 1999 and now recently in Oct'2000 it acquired distribution right of these brands from IFB Agro Limited. Pepsi although started a couple of years before Coca-Cola in 1991 has a lower market share today. It has bought over Mumbai based Duke's range of soft drink brands. Both the Cola manufacturers come up

with their own market share figures and claim to have increased their share. After undergoing a compiler, restructuring of its set up, Coca-Cola India (CCI) Ltd is confident of making profit two to four years down the line. The company has developed four core business strategies. First, 'Think local, act local' approach, both in terms of manufacturing and distribution, as well as marketing. Second, focusing on all non-alcoholic commercial beverage opportunities. Third, ensuring cost and process efficiencies in all aspects of the business to maximize returns on the infrastructure investment and fourth, nurturing a people-driven company. The company has also worked on its distribution strategy by increasing the outlet base. The focus will be on increasing rural penetration, profitability, and hub-and-spoke and own your assets (OYA) concepts. Coca-Cola has adopted a local consumer specific marketing strategy by promoting the Coke brand in Delhi, Thums Up in Mumbai and Andhra Pradesh and Fanta in Tamil Nadu. The recent focus is on its growth by almost 30 percent. It also plans to introduce one or two of its international category products in India next year. Coca-Cola India has also launched Kinley drinking water.

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FAST FACTS
Population: 1billion. Share of sales: The Company leads the CSD market. With nearly 60 percent of market share on its sales.

Annual per capita consumption:

Nine (eight-ounce serving)

System employment:
Approximately 10, 000 people. System Investment: More than US$ 1 billion since 1993.

Investment, Employment and Economic impact of Coca-Cola in India :

Coca-Cola India has made significant investments to build and improve its business in India, including new production facilities, wastewater treatment plants, distribution systems and marketing equipment, In the past decade, the Coca-Cola has invested more than US$ 1 billion in India. As such, Coca-Cola is one of the country's biggest foreign investors. In 2003, it has pledged to invest more US$ 1 million in its operations. The Coca-Cola business system directly employs approximately 10000 local people in its operations in India. In addition, several

independent studies have documented that, by providing opportunities for several local enterprises, the Coca-Cola also generates a significant employment multiplier effect. In India, they have indirectly created

employment to nearly 125000 people in related industries through their vast procurement, supply and distribution system.

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Bottling operations:
The Coca-Cola system in India has 27 wholly company owned bottling operations and 17 franchisee- owned bottling operations. network of 29 contract packers also manufactures a range of products for the Company. Almost all goods and services required to produce and market Coca-Cola products in India are made locally, sometimes with the help of technology from the Company. The complexity of Indian market has reflected in the distribution fleet, which includes 10 tonne trucks; open bay three wheelers that can navigate the narrow alleyways of Indian cities, and trademarked tricycle and pushcarts. A

Marketing:
Specific marketing programmers are determined locally. In early 2003, Coca-Cola India collected Advertiser of the year and Campaign of the year awards for the 'Thanda mat lab Coca-Cola' all media campaign. Innovation has been the hallmark of other marketing campaigns, with the company racking up "firsts" in the introduction of canned and PET soft drinks, vending machines and back pack dispensers for crowds of cricket supporters.

Quality:
The company considers consistent high quality of the products as one of the primary business assets. In India, as in each country they

produce beverages, the Coca-Cola system adheres not only on national laws of food processing and labeling but also to its own strict standards of exceptional quality.

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2.3 Coca-Cola and the Community:

At Coca-Cola, they have a long-standing belief that everyone who touches their business should be benefit. Coca-Cola India provides

extensive support for community programmers across the country with the focus on education, health and rain water harvesting, all key priorities of the Indian Government hitch has which has recognized the Company's efforts by several awards.

Education: Coca-Cola India is supporting community -- based primary

education projects set up to provide educational opportunities to marginalized children in slums and villages. To date, the project has

benefited 50 schools, thousands of students, over 500,000 villagers and over 10000 slum dwellers, as well as several villages near Coca-Cola bottling plants.

Environment: Coca-Cola India is supporting community-based rainwater

harvesting projects in rural and urban areas to help restore water levels and promote community education in ways to conserve natural resources. These initiatives have benefited over 10000 Delhi residents, as well as local community members in areas surrounding Coca-Cola plants and elsewhere.

Healthcare: Coca-Cola India is partnering with NGO's as well as St.

John's Ambulance Bridge (Red Cross) to provide free medical facilities and information to poor people who cannot afford to visit hospital facilities. These efforts are helping tens of thousands of underprivileged people in seven states in India as well as several villages near Coca-Cola bottling plants. The company has also supported a range of other national initiatives such as, a major polio eradication drive and brought relief programmed in addition to support towards National Cricket Championships for the blind, and National Athletic meetings for the physically challenged.

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2.4

Products and Brands

Leading Indian brands, Thums Up, Maaza, Limca, Citra and Gold Spot join the company's international family of brands, including CocaCola, Diet Coke, Sprite and Fanta, plus the Schweppes product range. Kinley, water brand was launched in 2000 and 2001 energy drink Shock and first powered concentrate Sun fill hit the market. Annual per capita consumption in India is nine 8-ounces per servings.

Various Brands in Indian market Coca-Cola

In India, Coca-Cola was the leading soft drink till 1977 when govt. policies necessitated its departure. Coca-Cola made its return to the country in 1993 and made significant investments to ensure that the beverage is available to more and more people, even in the remote and inaccessible parts of the nation. . In 2002, Coca-Cola launched the campaign " Thanda Mat lab

Coca-Cola" which sky rocketed the brand to make it India's favorite softdrink brand. In 2003, Coke was available for just Rs. 5 across the country and this pricing initiative together with improved distribution ensured that all brands in the portfolio grew leaps and bounds.

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Sprite

In India, Sprite was launched in year 1999 and today it has grown to be one of the fastest growing soft drinks, leading the Clear lime category. Today Sprite is perceived as a youth icon. Why? With a strong appeal to the youth, Sprite has stood for a straightforward and honest attitude. Its clear crisp refreshing taste encourages the today's youth to trust their instincts, influences them to be true to who they are and to obey their thirst. Sprite advertising for has always been memorable with very high recall value, especially amongst the youth. With popular TV commercials like Lisa Ray, Aish, Market Research and it's latest take on its competitor 'I don't want to Do' Sprite has stood in the minds of youth as "Sprite Bujhaye Only Pyaas, Baki All Bakwaas", which has became recognizable around the country. Sprite is available around the country in 200ml, 300ml, 500ml, and 500ml + 100ml free, 1.5ltr, 2ltr, 2.25ltr and 330ml cans.

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Limca

The drink that can cast a tangy refreshing spell on anyone, anywhere. Born in 1971, Limca has been the original thirst choice, of millions of consumers for over 3 decades. The brand has been displaying healthy volume growths year on year and Limca continues to be the leading flavor soft drink in the country. The success formula? The sharp fizz and lemony bite combined with

the single minded positioning of the brand as the ultimate refresher has continuously strengthened the brand franchise. Limca energizes refreshes and transforms. Dive into the zingy refreshment of Limca and walk away a new person.

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Fanta

Internationally, Fanta- The 'orange' drink of The Coca-Cola Company is seen as one of the favorite drinks since 1940's. Fanta entered the Indian market in the year 1993. Over the years Fanta has occupied a strong market place and is identified as "The Perceived as a fun youth brand, Fanta stands for its vibrant color, tempting taste and tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge in the moment. Fanta advertising over the time has had the highest association with fun and friends that has reflected through past TV commercials like Masti ka Apna Taste, Bajao Masti Ki Ghanti to the recent commercials Dil Khol Ke at the Airport. Rank Mockeries, as the brand ambassador for Fanta is the perfect embodiment of brand character is fun, vivacious and energetic. Fanta is available around the country in 200ml, 300ml, 500ml, and 500ml + 100ml free, 1.5ltr, 2ltr, 2.25 lit and 330ml cans.

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Thumsup

Strong Cola Taste, Exciting Personality Thums Up is a leading carbonated soft drink and most trusted brand in India. Originally introduced in 1977, Thums Up was acquired by The Coca-Cola Company in 1993. Thums Up is known for its strong, fizzy taste and its confident, mature and uniquely masculine attitude. This brand clearly seeks to separate the men

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Maaza

In 1993, Maaza was acquired by Coca-Cola India. Maaza currently dominates the fruit drink category. Over the years, brand Maaza has become synonymous with Mango. This has been the result of such successful campaigns like "Taaza Mango, Maaza Mango" and "Bottle mein Aam, Maaza hain Naam". Consumers regard Maaza as wholesome, natural, fun drink, which delivers the real experience of fruit. The current advertising of Maaza positions it as an enabler of fun friendship moments between moms and kids as moms trust the brand and the kids love its taste. The campaign builds on the existing equity of the brand and delivers a relevant emotional benefit to the moms rightly captured in the tagline "Yaari Dosti Taaza Maaza" It is available in SKUs of 200ml RGB, 250ml RGB, 125ml Tetrapak and 200ml Tetrapack.

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Kinley

Water, a thirst quencher that refreshes, a life giving force that washes all the toxins away. A ritual purifier that cleanses, purifies, transforms. Water, the most basic need of life, the very sustenance of life, a celebration of life itself. The importance of water can never be understated. Particularly in a nation such as India where water governs the lives of the millions, be it as part of everyday rituals or as the monsoon which gives life to the subcontinent. Kinley water understands the importance and value of this life giving force. Kinley water thus promises water that is as pure as it is meant to be. Water you can trust to be truly safe and pure. Kinley water comes with the assurance of safety from the Coca-Cola Company. That is why we introduced Kinley with reverse-osmosis along with the latest technology to ensure the purity of our product. That's why we go through rigorous testing procedures at each and every location where Kinley is produced Kinley water - Boond Boond Mein Vishvaas!

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ORGATIONAL CHART

GENERAL MANAGE R AG M

FINANCE MANAGE R

PROD. MANAGE R

MKT. SALES MANAGE R

H.R MANAGE R

ASM ASM

SALE S EXECUTIV E

SALE S EXECUTIV E

ORGATIONAL DETAIL Hindustan coca-cola ltd. Had their manufacturing plant s in more than 200 countries , among the India they have one manufacturing plant in the paradise of earth that is Jammu and Kashmir. The plant is established in the year 1994 with the authority of Hindustan coca-cola ltd. The plant is manufacturing all the products of coca cola including all products of RGB with out one product that is MAAZA because for that particular brand their

28

should be separate plant, for the distribution of that particular product company purchases that product from DELHI. The plant is situated in the heart of the industrial area of Jammu that is in satwari having the following departments;

1) Production department 2) Finance department 3) Human resource department. 4) Marketing and sales department. 5) Shipping department.

The plant has two production machines, which have the capacity of producing 600 bottles/min. the machine can produce one brand at a time with four inspections till the final product come out of the machine. The company have round about 150 employees including the General manger mangers of different departments and the other employees.

PROMOTIONAL SCHEME. As we know the company is using different promotional schemes to increase their sales, the coca cola company have introduced the following schemes during the training period.

1) Two 200ml RGB bottles with every one crate of 300 ml RGB. 2) One 1500 ml bottle with every crate of pet. 3) One t-shirt free with every two crate of 300ml RGB.

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SALES FIGURE TRAINING

DURING

Following are the sales figures during the training period of Hindustan coca cola ltd. Of the following distributor.

1) Mahajan Ent. And cold drinks Gandinagar Jammu (A).

2) Basu cold drinks malik market (B)

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S NO DISTRIBRUTOR BRAND RGB PET A 1 A LIMCA 3230 1420 180 120 2 A THUMPUP 3000 1500 160 102 3 A FANTA 1600 500 90 82 4 A SPRITE 700 650 65 40 5 A MAAZA 1350 80 6 A COKE 500 250 40 30 CANANDA 7A TOTAL

200 ML 250ML 300ML

500ML 1500ML

DRY 200 100 30 10 9230 1350 4220 565 464 15000 1029

S NO DIDTRIBRUTOR BRAND RGB PET 200 ML B 1 B LIMCA 4000 2200 200 140 2 B THUMPUP 4300 1700 183 110 3 B FANTA 1700 1100 110 100 4 B SPRITE 1000 800 95 65 5 B MAAZA 1800 110 6 B COKE 700 300 75 65 CANANDA 7B 250ML 300ML 500ML 1500ML

DRY 300 100 65 30 12000 1800 6200 728 620 20000 1348

TOTAL

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CHAPTER 3
3.1 INTRODUCTION TO TOPIC

Despite the rising intensity of brand war, there is a lot of ignorance on what merchandising is and how it helps in brand building. though no research has been has been done on the impact of merchandising on purchase decision, it is believed that at least two third of buying decision are made at the point of sale. In apparel and dress accessories, there is much higher awareness of merchandising and its utility. Merchandising is a ability to visually demonstrate and display a product, show its features and properties and bring out some of its esoteric. Going by recent trends merchandising is gaining in importance each day. Coke, Bausch and laumb and HLL have used it fairly successfully. The heightened awareness of role of merchandising in recent times is because of the entry of foreign brands into the country. However, in India most retailers, do not own there merchandising. This will probably happen sooner than later and would be fallowing in the name of big overseas names such as Walmart and Marks and Spencer, which do there merchandising. Sales, or the activity of selling, forms an integral part of commercial activity. Mastering sales is considered by many as some sort of persuading "art". On the contrary, the methodological approach of selling refers to it as a systematic process of repetitive and measurable milestones, by which a salesperson relate his offering enabling the buyer to visualize how to achieve his goal in an economic way. Selling is a practical implementation of marketing; it often forms a separate grouping in a corporate structure, employing separate specialist operatives known as salesmen (singular: salesman or salesperson).

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The successful questioning to understand a customers goal, the further creation of a valuable solution by communicating the necessary information that encourages a buyer to achieve his goal at an economic cost is the responsibility of the sales person or the sales engine (e.g. internet, vending machine etc). The primary function of professional sales is to generate and close leads, educate prospects, fill needs and satisfy wants of consumers appropriately, and therefore turn prospective customers into actual ones. From a marketing point of view, selling is one of the methods of promotion used by marketers. Other promotional techniques include advertising, sales promotion, publicity, and public relations. Various sales strategies exist, such as tit-for-tat which is best if ongoing dealings and interactions are expected. This insight is behind so-called consultative sales process which are used by Saturn to sell cars, as well as for some direct Business-to-Business sales. Several types of sales exist including direct, consultative, and complex sales. Complex sales varies from other types in that the customer plays a more pro-active role, often requiring proposal response to their Request for Proposal Modes of selling include: 1. Direct Sales - involving face-to-face contact a. Retail or consumer b. door-to-door or travelling salesman c. business-to-business 2. Indirect - human-mediated but with indirect contact a. Telemarketing or telesales b. mail-order 3. Electronic web B2B, B2C a. EDI 4. Agency-based a. Consignment

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b. Multi-level marketing 5. Sales agents (real estate, manufacturing

A classical distribution scenario A wholesaler procures an order, acquires goods and stores them in a warehouse, supplies order-based stock for a calculated amount of profits. The wholesaler played a number of roles traditionally - he was an intermediary who took care of logistics and moved stock around, a consolidated sales agent for suppliers, a local customer service point and a demand buffer for manufacturers. Yes, multitasking existed even then, but with limited scope. These limitations were of the physical kind - all these roles could be played out only within a certain geographical terrain. The distribution network today, the role of the distributor as an intermediary has morphed into that of a 'disintermediary'. A distributor plays a virtual role, an almost invisible part of a smooth supply chain. Third-party logistics providers help ship goods from one part of the globe to another in a day, while a more customer-centric distribution chain enables direct ordering and tracking of orders over the Internet. Remote means of customer service diminishes the importance of a local customer. Today's supply chains have become extended value chains where distributor operations have shifted from the buy, hold and sell paradigm to the sell, source and ship paradigm. To make these necessary shifts the distributor needs to have more information about all customers, learn to manage inventory from other distributors and have a workflow-based information system.

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3.2

Customer Preference and retailing .

The end user of a product is the key person who decides the fate of a product or service. The customer decides how much the product is worth in terms of its costs, mobility, knowledge, income and service provided. Customers perceptions and expectations of a product are vital and need to be met by the producers. People are drawn to a particular brand because they want to be a part of something larger than themselves or to precede and outlive them. Customers need to identify themselves with the product in order to be brand loyal.

Retailing: Retailing includes all the activities involved in selling goods or services directly to final consumers for personal, non-business use. A retailer or retail store is any business enterprise whose sales volume comes primarily from retailing. Any organization selling to final consumers-whether it is a manufacturer, wholesaler or retailer is doing retailing. It does not matter how the goods or services are sold or where they are sold.

Types of Retailers : Consumers today can shop for goods & services in a wide variety of retail organization. There are store retailers, non-store retailers & retail organization. Perhaps the best-known type of retailer is the department store. Retail stores types pass through stages of growth & decline that can be described as the retail lifecycle. A type emerges, enjoys a period of
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accelerated growth, and reaches maturity & then declines. Older retail forms took many years to reach maturity; newer retail forms reach maturity much more quickly.

Types of Middle men or intermediaries :Marketing intermediaries of middle men are those persons or institution who are the relationship between the manufacturer and the ultimate consumer of their product. Now a days number of agencies are performing a distribution function in every country. These agencies are called by various names, which generally follow the service they perform. These are as follows.

1. Agent: These are the intermediaries who perform various marketing function without having the titles of the goods. This implies that these agencies help in transferring the goods from the hand of the producer to the consumer without acquiring their ownership. He commonly receives his remuneration in the form of commission.

2. Broker: An agent who does not have direct physical control of the good in which he deals represent either buyers or seller is negotiating purchase or sales. The brokers power as to price and term of sale are usually limited by principal.

3. Commission Merchant: An agent is a person who usually exercises physical control over a negotiate the sale of the goods that he handles. It generally arranges delivery, extents, and necessary credits, deducts fees and remits the balance to the principal.

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4. Dealers : A firm that buys and resale merchandise of either retail or wholesaler, it is also called as distributor.

5. Whole Seller: This term is widely used as synonym of distributor or jobber. Those who render all the services normally expected in the wholesale service the known as whole seller.

6. Retailer :A business unit that buys takes title to resale merchandise. The distinctive feature of this middleman lie in the fact he takes the title of the goods he handles. Wholeseller and retailer are the chief types of these merchant.

3.3 Distribution :channel Zero level channels

Manufacturer ------- Consumer A zero level channel often called directing channel consist of a manufacturer selling direct to a consumer One level channel Manufacturer ---- Retailer ------ Consumer This channel contents one selling intermediary i.e. retailer. It means the manufacturer sales the goods to retailer & retailer sales to consumer

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Two level channels

Company -------- Distributor ------- Retailer ------- Consumer This channel contains to intermediary i.e. the product Flows from Company to distributor, distributor to retailer, Retailer to consumer & lastly from prospective.

Three level channels

Company --------Wholesaler ----- Jobber ------- Retailer ------- Consumer This channel contents three intermediaries i.e. the product flows from company to wholesaler to jobber to retailer & finally it riches to consumer. Various functions of distribution channel The middle or the intermediaries provide the following important services.

Contractual function
They provide an important link between the producer & the ultimate consumer of goods & thus match the demand with production. They are established contact with dialer & distribute the goods at right time. Distribution of goods their main service to distribution of goods or products, among the customer they provide transports.

Help In Pricing
They assists in the pricing of the product also according to some experts to some experts the middleman in the distribution process increase the cost of goods. But it is not true in such case. If judicious pricing policy followed the goods can be sold to the customer at reasonable price.

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Co-operative of demand & supply it also important contribution as elder on has put it The foal of marketing is the matching of segments of supply & demand intermediaries performs this function in an effective manner.

Intensity Of Distribution
The problem of distribution intensity is also factor in distribution decision. The manufacturer has to decide how many middlemen would employee on each level of agency mining of no. of intermediaries is influenced by the degree of market exposure experienced by the company. There is three general of distribution intensity. 1. Intensive distribution 2. Exclusive distribution 3. Selective distribution

1. Intensive distribution
Producer of conveyance goods & common raw material generally seek intensive distribution that is the stock of their products in as many outlets as possible. The dominant factor in the marketing of these goods in there place utility. The producer of plywood e.g., tries to distribute their product with every possible retail outlets.

2. Exclusive distribution:
Some producers deliberately adopt the policy of exclusive distribution. By this limit the number of intermediaries in handling their products. The extreme form of this is to appoint exclusive or sole selling agent from a particular area. Such middleman is generally known as dealer. The main purpose of following this is to maintain the goodwill of products in the market.
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3. Selective Distribution:
Intensive distribution & exclusive distribution both are the two extreme. Between extreme policy of intensive distribution of stand range of intermediate arrangement that have been called selective distribution involves the use of more than one but less than all of the intermediaries who are willing to carry a particular products. It is used both by established companies with good reputation, bad by new companies seeking to get new distribution by promising them selective distribution

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Chapter 4
ANALYSIS AND INTERPRETATION The product availability survey contains the study of all products of Coca-Cola. The study of 100 outlets was taken as sample from Jammu City. The graphs show both products available quantity wise. The whole data is converted into percentages. The products are available in 200ml, 300ml, 500ml and 1200ml quantity

PRODUCTS QUANTITY CATEGORY 200ML A 300ML B 600ML C 1200ML D

The above diagram shows the quantity wise distribution of the products. The data is comparatively arranged in the graphs. The standard quantity of each product is shown.

.
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Table and Graph:

4.1 Table showing availability of products of coke and Pepsi in market

Sr. No. Production No. of Respondents % of Age 1 COKE 60 60% 2 PEPSI 40 40%

Interpretation: From the above table it is clear that 60% retailers are having the coca cola products and rest 40% is covered by Pepsi.

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4.2

Table showing awareness of dealer about the schemes

Sr. No. Opinion No. of Respondents % of Age 1 Yes 80 80 2 No 20 20

Interpretation: From the above table it is clear that 80% retailer get the scheme provided by the company through the dealer and 20% retailer did not get the scheme. A unfortunately the salesman do not provide full information about scheme to the retailer. As a result some retailer do not get what they expect to get from company in relation to schemes.

4.3

Bar diagram showing availability of racks and displays.

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Availibity Displys
50 40 30 20 10 0 Coca Cola Pepsi Both

of

Racks

&

Brand

Interpretation: From the above bar diagram it is clear that 90% retailers are getting their delivery daily and 5% are getting their delivery sometimes and weakly bases.

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4.4 Pie chart showing consumption of different brands of coca Cola.

Consumption of Different Brands of Coca Cola

9% 5% 2% 9% 31%

14% 30%
Limca Thumps Up Fanta Spr ite Maaza Coke Canadian Dry

Interpretation: From the above pie chart it is clear that 45% retailers are having the displays and racks of both the companies and 35% retailers are having the coke displays and rest of 20% are having the Pepsi displays.

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4.5 Table showing response for the re-launched product (crush).

Sr. No. Opinion No. of Respondents % of Age 1 Yes 55 55 2 No 45 45 Interpretation: The above table clearly shows that the re-launched product crush has got the average response that is 55% from the market and 45% respondent did not yet like it.

4.6 Table showing availability of VISI COOLER

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Sr. No. Brand No. of Respondents % of Age 1 Coca cola 45 45 2 Pepsi 20 20 3 Both 15 15 4 Own 20 20 Interpretation: From the above table it is clear that 45% retailers are having the visi cooler of coca cola brand, 20% are covered by Pepsi, 20% are having their own visi cooler for cooling purpose and rest of 15% are having the visi cooler of both companies.

4.7

Table showing the source of awareness for various

brands of coca cola.

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Sr. No. Sources No. of Respondents % of Age 1 TV 62 62 2 Newspaper 10 10 3 Internet 08 08 4 Wall Painting 05 05 5 Radio 05 05 6 Others 10 10 Interpretation: From the above table it is clear that 62% respondent come to know about the coca cola products with the help of television and 10% come to know about the brands through the news paper and the other medias.

4.8 Table showing the retailer getting the timely delivery of the production.

Sr. No. Delivery No. of Respondents % of Age 1 Daily 90 90 2 Alternative 05 05

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3 Weekly 05 05 Interpretation: From the above table it is clear that 90% retailers are getting their delivery daily and 5% are getting their delivery alternative and weekly basis.

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Chapter 5.
Observations and Findings.
1. It is the world leading Beverage Company and very popular product line 2. Coke dominates the market in carbonated soft drinks (CSD) in 200ml, 300ml, 600ml and pet.

3. Some of the retailers are not aware about the schemes which the company provides. 4. It is found that the company is distributing their products daily to most of the retailers. 5. It is found that company is not providing the racks displays and visi coolers properly.. 6. It is found that company is not doing the proper job in painting of walls, promos. 7. During the training period it is found that LIMCA and THUMS-UP dominate the market. 8. The availability of the Maaza is less in the market. 9. The crush brand should need to push up with some scheme in the market. 10. As crush was re-launched in market its response was average.

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CHAPTER 6. SUGGESTIONS
As we know that the customer always wants value for their money, so if we are able to give them some extra benefits they will definitely purchase our product. So the company can increase their sales with the help of good schemes. Before sending the salesman into the job the Human Resource dept. should train their salesman properly with the help of professionals so that they will be able to communicate & convince properly during sell & which will directly give increase to the sales. As we know the soft drink business is seasonal, so the demand of that product during summer is high. Therefore, the company should arrange more vehicle to have a good distribution throughout the whole market which can be well stocked with the retailer.. As we know Merchandising is very important to attract the customer so the company should distribute their racks displays, visi cooler in good numbers so that the products are properly show cased. In addition to the advertisement on T.V. the company should use more promos and wall painting to increase sales in rural areas. This particular product is picking in the rural areas, it no longer remains as a urban drinks.

The Thumps up and Limca has the maximum market share so the company should use some promotional schemes to increase the sales of the other brands of Coca-Cola. Other way of making this drink popular to decrease the quantity because the intake capacity of the

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person is limited if the quantity is reduced he can consume more and with varied variety. As we know the taste of Maaza is fruity in nature so the demand of that product is high with the target customer of children & old people so the company should purchase more MAAZA from Delhi to avoid unavailability or put up the plant in Jammu. The Crush brand needs push up with attractive scheme in the market so the company should give more information about that product to the customer.

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QUESTIONNAIRE RETAILER 1 Out-Let Name 2 Owner Name 3 Phone No. 4 Area 5 Distributors name

ANNEXUR E

_______________________________ _______________________________ _______________________________ _______________________________

6 Which company product do you keep? (i)Coca-cola co. (ii)Pepsi co. (iii)Both

7.do you know the scheme provided by the company. (1) yes (2) no

8.How is the response of the re-launched product CRUSH of COCA COLA. (1)Poor (2)Average (3)good (4)Exceptional

9 Does your outlet have a rack display and visi cooler from Coca ola? (1) Yes (2) No

10.how is the delivery of COCA COLA. (1)Poor (2)Average (3)Good (4)Exceptional

11 Are you satisfied with the facilities and schemes provided to you by the company? If not please specify.

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QUESTIONNAIRE CONSUMER

NAME

SEX

AGE

PHONE NO

(1) Which brand you prefer most.

(1)COCA COLA

(2)PEPSI

(2) IF coke why

(3) Which soft drink in coca cola you prefer.

(4) Do you get our product from every shop.

(1) Yes

(2) No

(5) How you come to know about COCA COLA.

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(1)TV

(2)Newspaper (3)Internet (4)Others

(6) Do you know the Schemes of coca cola.

(1) Yes

(2) No

(7) Any suggestion.

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