Table of Contents

Index Introduction Industry profile Company profile Scope of the study Objectives of the project Research Methodology Data Analysis & Data Interpretation Findings Limitations Suggestions Conclusion Bibliography Annexure
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SOFT DRINK PREFER TO SELL PREFER SELL TO BRAND EFFECTIVE DISTRIBUTION SYSTEM DISTRIBUTION SYSTEM DAMANDABLE PRODUCT VISI COOLER VISI COOLER OF BRAND SCHEME OF PRODUCT SUCCESS OF PRODUCT SALES PROMOTION BRAND SIGNAGE

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SOFT DRINK PREFER TO SELL

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PREFER SELL TO BRAND EFFECTIVE DISTRIBUTION SYSTEM

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DISTRIBUTION SYSTEM

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DAMANDABLE PRODUCT VISI COOLER

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VISI COOLER OF BRAND

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SCHEME OF PRODUCT SUCCESS OF PRODUCT

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SALES PROMOTION

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BRAND SIGNAGE

Introduction :-

Coke would rather be long term wiser, than being short term smarter

Abraham Ninan Director External Affairs, Coca-Cola, India

COCA COLA ENTERPRISES INC.

TYPE

: PUBLIC (NYSE:CCE)

FOUNDED

: 1926

HEAD QUARTERS

: ATLANTA, GEORGIA, U.S.A.

CHIEF EXECUTIVE OFFICER : JOHN BROCK

CHIEF FINANCIAL OFFICER : WILLIAM W.DOUGLAS

INDUSTRY

BEVERAGES

REVENUE

$19.800 BILLION USD

OPERATING INCOME

$1.495 BILLION USD

NET INCOME

$1.143 BILLION USD

EMPLOYEES

73,000 (APPROX)

SOFT DRINK INDUSTRY IN INDIA INTRODUCTION

The Indian Soft-Drink Industry is a 3500 crore rupee Industry comprised of consumers throughout the country, and of all ages. The industry has been comprised of all Indian Soft-Drinks manufactures and the multinational Coca-Cola up to 1976. From 1976 to 1989, the industry only comprised of Indian manufacturers namely, Parle, Campa-Cola and Dukes. Decades of 90s have brought changes in Government Policies of liberalization, which has helped user in two huge American Multinational Pepsi-Cola international and Coca-Cola.

THE CHRONOLOGY OF SOFT-DRINK SCENARIO IN INDIA

1977
Refusing to dilute its equity stake, Coca-Cola winds up it operations in the country. Thums-Up from Parle and Campa-Cola from Pure Drinks launched.

1988
Final approval for the Pepsi food limited project granted by the Cabinet committee on economic affairs of the Rajeev Gandhi Government. Coca-Cola South Asia Holding Incorporation of the U.S. files an application to manufacture soft drinks concentrate in Noida (Delhi) free trade zone.

1990
Pepsi Cola and 7 Up launched in limited market in North Indian.

The Government clears the Pepsi Project again but with the brand name changed to Lehar Pepsi. Simultaneously, it also rejects the application of Coke. Citra hits the market from the Parle Stable.

1991
Britco food files an application before FIPB to set up a new 50 crore facility in Maharashtra. Pepsi extends its soft drink reach on national scale. Products launched in Delhi and Bombay. Britco foods application cleared by the FIPB, Pepsi and start initial negotiations for a strategic alliance but talks break of after a while.

1993
Pepsi launches Teem and Slice to counter Limca and Maaza respectively from Parle. Pepsi captures about 30% market share in about two years. Coke files an application for a 100% owned soft drinks company with FIPB, Decides to part ways with Rajan Pillai. The Government clears the Coke application in record time. Voltas pulls out of the Pepsi Food Limited joint venture. Pepsi decides to buyout the Voltas share and raises its equity to 92% Report of Coke Parle joint gain strength.

Pepsi launched 1 liter bottles in Pepsi-Cola, Mirinda and Teem flavors. Sweeps off the 100ml segment over Pure Drinks. Coca-Cola buys out Parle and major leaders of the market, Ramesh Chauhan, becomes a part of the Coke game plan. Fountain Pepsi launched in the Northern part of India. Coca-Cola hits the Indian in 300 ml at the price of 250 ml. Equity 100% for Coca-Cola.

 Pepsi jump up in to Mineral Water name Aquafina. 2000

Coca-Cola Indian has registered a growth of 18 th percent in its net sale during the first quarter of the current fiscal year. Hrithik the burning sensation of Bollywood is hired to advertise Coke is very effective.

HISTORY OF COCA-COLA
This story begins in Atlanta, Georgia on May 8, 1886, when a pharmacist called Dr. John Smith Pemberton first mixed Coca-Cola in his back yard. This formula, which was made from carbonated water, cane sugar syrup, caffeine, extracts of kola nuts and cola leaves, was brought to the nearby Jacobs Pharmacy where it made its Debut as a soft drink the same day, selling for only 5 cent. His bookkeeper named this drink Coca-Cola after the first two ingredients and the same distinctive script he wrote it in is the same logo they use To this day. In January 1893 Coca-Cola was registered with the U.S. patent office. Later on in 1915 the Root glass company created the famous contour glass bottle for Coca-Cola in 1915. In 1917 Coca-Cola was found to be the worlds most recognized trademark with a record of 3 million Cokes sold per day. Unfortunately, John Pemberton fell ill, and did not live to see his products success. Sadly, in the first year of Cokes existence, Pemberton and his partner only made $50. Pemberton sold two third of his business in 1888 to cover his losses and keep the business afloat. He died later that year, and Mr. Candler, an Atlanta druggist, purchased total interest in Coca-Cola for an unbelievable $2,300 in 1891. In 1891,Candler and his brother formed the Coca-Cola Company.

EARLY GROWTH
In 1893 Candler registered Coca-Cola as a patented trademark. He also responded to growing concern over the dangers of cocaine by reducing the amount of coca in the drink to a trace. However, he kept some coca extract in Coca-Cola so the name would accurately describe the drink. Candler only had a patent on the name, and not the drink syrup that is, the drinks base, containing all the ingredients minus carbonated water. He figured that keeping the Coca in his formula would legally allow the company to distinguish its drink from imitations. Other companies also produced soda drink made with cola nut extract. In particular, the Pepsi-Cola Company would become Coca-Cola Companys major competitor over the next few decades. Candler also spent more than $11,000 on his first massive advertising campaign in 1892. The Coca-Cola logo appeared across the country painted as a mural on walls; displayed on posters and soda such as calendars and drinking glasses. In addition, Candler was the first person ever to use coupons to gain customers for a product. He distributed flyers offering free soda fountain glasses of Coca-Cola to people visiting his drugstore. In 1894 the Coca-Cola Company opened its first Coke syrup production plant outside of Atlanta, in Dallas, Texas. That same year a candy storeowner in Vicksburg, Mississippi, installed bottling machines and produced the first bottled Coke. It had previously been sold only at soda fountains. By 1895 the drink was sold in all U.S. states and territories. In 1899 lawyers Benjamin Thomas and Joseph Whitehead of Chattanooga, Tennessee, bought the exclusive right to distribute Coke syrup to bottles throughout most of the country for only on dollars, at the time, Candler saw little profit in bottling and was more than willing to give up that part of the business. In 1915 the Root Glass Company created a couture glass bottle for Coke, its design based on the curvature of a coca bean. This bottle design became a Coke trademark worldwide. The same year, Candler retired from the company, passing it on to his children and moving into polities. He was elected mayor of Atlanta in 1916.

In 1919 the Candler family sold Coca-Cola to businessman Ernest Woodruff of Columbus, Georgia, for $25 million. Woodruff son, Robert, was elected company president in 1923. Robert Woodruff was a skilled marketer, and he put more of the companys resources into market research than manufacturing Coke.

WARTIME DEVELOPMENT
During The World War II (1939-1945), Woodruff also boosted Cokespopuler image in the States by pledging that his company would provide Coke to every U.S. soldier. The company did not limit itself, however, to only doing business that would increase its success in America. In the period leading up to the war, between 1930 and 1936, it had set up a division of the company in Germany, and it continued that venture during the war. It recreated its image as a German company and allowed the Germans to produce all but two, secret, Coca-Cola ingredients in their own factories. In 1941 the German companys president, Max Keith, developed Fanta orange soda using orange flavoring and all the German-made Coke ingredients. The Coca-Cola Companys wartime efforts helped it expend its global market, often with the economic support of the U.S. government. By the end of the war in 1945, it had established 64 overseas bottling plants. The same year the company registered a patent on Coca-Colas popular nickname, COKE.

POSTWAR GROWTH
In 1955 Robert Woodruff retired as the Coca-Cola Companys president. Candler and Woodruff are remembered as the two most important figures in the companys early growth, both for their contributions to the company and their considerable fortunes donated to the city of Atlanta. After Woodruff departure, the company began to diversify by producing new products, acquiring new business, and entering new international markets. In 1960 the Coca-Cola Company purchased the Minute Maid Corp. producer of fruit juices and began offering Coke in cans. Between 1960 and 1963 it also launched four new soft drink in the United States: Fanta, an orange soda; Sprite, a lemon-lime

soda; Diet Cola; Diet grapefruit-flavored soda. In 1964 the company acquired the Duncan foods crop. In 1967, it created the Coca-Cola foods division by merging its Duncan and Minute Maid operations. In the late 1960s, Coca-Cola faced difficulties in some of its foreign markets. When the company built a bottling plant in Israel at the outset of the Arab-Israel War, the governments of all Arab League nations banned the production and sale of Coke. A year later the company withdrew from its markets in India when that countrys government requested that Coca-Cola reduces its equity in joint ventures to 40 percent. The company refused to relinquish so much control over those operations. In 1977 Coca-Cola began packaging Coke and other drinks in two-liter plastic bottles. The popularity of these large bottles grew over time, and their sales earned the company new project, primarily in small specialty and convenience stores. In 1982 the company introduced Diet Coke, which soon becomes the best-selling diet soft drink in the world. Also in 1982, Coca-Cola purchased the motion-picture company, Columbia Picture Industries, also know as Tri-star Pictures, for almost $700 million. Two year later, the company sold off its Columbia holdings and other media acquisitions to Sony Corporation for over $1.5 billion. By 1984 Pepsi-Cola had gained on Cokes previous domination of the U.S. market to the point that the two had almost equal sales. In an attempt to return market dominance, the company attempted the first-ever reason of the original Coke recipe. The American public largely rejected New Coke, and so the company quickly returned to also producing the old recipe under the name Coca-Cola classic. RECENT DEVELOPMENTS products occupied nine of the top ten spots in the U.S. soft drink market in In 1986 The COCA-Cola Company consolidated all of its no franchised U.S. bottling operating as Coca-Cola Enterprise, Inc. The new company began acquiring independent bottling companies, a venture that grew into the worlds largest bottle of soft drinks by 1988, while Coca-Cola Enterprise distributes over half of all Coca-Cola products in the

United States, small franchises businesses continue to bottle can and distribute the companys drink worldwide. In 1987 The Coca-Cola Company was fisted in the prestigious Dow Jones Industrial Averages index of stock market performance. Its stock is traded on the New York Stock Exchange. Coca Cola and Pepsi Company themed-1990s. Worldwide, Coca-Cola ranked first in soft drink sales, and the company earned almost 80 percent of its profits from international sales. VISION OF COCA-COLA IN INDIA Provide exceptional strategic leadership in the Coca-Cola India System resulting in consumer and customer preference and loyalty through Coca-Colas commitment to them, and in a highly profitable Coca-Cola corporate branded beverage system. MISSION OF THE COCA-COLA IN INDIA Create consumer products, services and communications customers service and bottling system strategy processes and tools in order to create competitive advantage and deliver superior value to: Consumers as a superior beverage experience. Consumers as an opportunity to grow profits through the use of finished drinks. Bottlers as an opportunity to make reasonable to grow profits and volume. TCCC as trademark enhancement and positive economic value added. Suppliers as an opportunity to make reasonable profits when creating real value added in an environment of system wide teamwork, flexible business system and continuous improvement. CCI associates as superior career opportunity.

 Indian society in the form of a contribution to economic and social development.

COCA-COLA IN INDIA The Coca-Cola Company entered India in the early 1950s. It set up four bottling plants at Bombay, Calcutta, Kanpur and Delhi. In 1950 as there were negligible companies in Indian market therefore Coca-Cola did not face much competition and they were accepted in Indian market more easily. By the end of 1977 Coca-Cola had captured more than 45% of market share in India. Then Coca-Cola left India following public disputes over share holding structure and import permit. As per FERA REGULATION the company was required to India close operation by May 5, 1978 yet strongly enough the companys operation come to end in July 1977. In October 1993, Coca-Cola returned to India after 16 years of absence with the slogan Old waves have come to India again first launched in HATHRAS near AGRA HOME of the famous TAJ MAHAL. At this time Parle was the leader in soft drink market and had more than 60% of the total market share in soft drink Coca-Cola joined hand with Parle and strategic alliance with Parle export give the company instant ownership of the nation top soft drinks brands Thums-Up, Limca, Citra, Gold Spot and Maaza access to Parles extensive 62 plant bottling network and a base for the rapid introduction of the companys international brand by striking a $40 million deal with Parle Coke almost a clear sweep and made it goal as To become an all occasion drink not a special treat beverage BRAND INFORMATION:

COCA-COLA:-

It is the worlds favorite drink and most valuable brand. The most recognizable word across the world after OK. Coca-Cola has truly remarkable heritage. From the humble beginning in 1886, it is now the flagship brand of the largest manufacturer, marketer and distributor of nonalcoholic beverages in the world 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 remote and inaccessible parts of the nation.

THUMPS UP:-

Strong cola taste for exciting personality. Thumps Up is a leading carbonated soft drink and most trusted soft-drink brand in India .Originally introduced in 1977 by Parle and later on was acquired by the Coca-Cola Company in 1993. Thumps Up is known for its strong fizzy taste and its confident, mature and uniquely masculine attitude. This brand clearly seeks to separate the men from the boys.

LIMCA:-

Limca is the drinks 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 three decades. The brand has been displaying healthy volume growth year on year and Limca continues to be the

leading flavors soft drink in the country with a market share of 12%. The success formula of Limca lies in its 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.

FANTA:-

Internationally, Fanta- the orange drink of coca-cola company is seen as one of the favorite drinks since 1940s. Fanta entered the Indian market in the year 1993. Over the years Fanta has occupied a strong market place and is identified as The Fun Catalyst 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. This positive imagery is associated with happy, cheerful and special times with friends. Fanta advertising over the time has the highest association with fun and friends that has reflected through past TV commercials like Misty Ka Apna Taste, Bajao Masti Ki Ghanti , Dil Khol Ke, to the recent commercial Kya Dhakkan Hain. Rani Mukerjee, as the brand ambassador for Fanta is the perfect embodiment of brand character vies fun, vivacious and energetic. Fanta is available around the country in 200 ml, 300 ml, 600 ml, 1.5 liters and 330 ml cans. SPRITE:-

World wide sprite is ranked as the No. 4 soft drink and is sold in more than 190 countries. In India, Sprite was launched in year 1999 and today it has grown to be the 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 straightforward and honest attitude. Its clear crisp refreshing taste encourages the

todays youth to trust their instincts, influence them to be true to who they are and to obey their thirst. Sprite advertising has always been memorable with very high recall value, especially amongst the youth. With popular TV commercial like Lisa Ray, Aish, Market research and its latest take on its competitor- I dont want to Do Sprite has stood in the minds of youth as Sprite Bujhaye Only Pyaas , Baki All Bakwaas , which has become recognizable around the country. Sprite is available around the country in 200ml, 300 ml, 500 ml + 100 ml free, 1.5 ltr, 2 ltr, 2.25 ltr and 330 ml cans.

DIET COKE:-

Diet Coke was born in 1982 and quickly become the No.1 sugar free drink in diet-conscious America. Known as Diet Coke in the U.S., Canada, Australia and Great Britain, and as CocaCola light in other. Countries, its now the No.3 soft drinks in the world. Its the drink for people who want no calories, but plenty of taste. Ad campaign around the world for Diet Coke shares a playful, sophisticated and fun-loving attitude. Looking Good and Tasting Great!

MAAZA:-

Maaza was launched in 1976. Here was a drink that offered the same real taste of fruit juices and was available throughout the year. In 1993, Maaza was acquired by Coca-Cola India. Maaza currently dominates the fruit drink category. Over the years, brand has become synonymous with Mango. This has been the result of such successful campaigns like Taaza Mango, Maaza Mango and Botal mein Aam, Maaza hain Naam. Consumer regards Maaza as a 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 loves 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 200 ml RGB, 250 ml RGB, 125ml tetrapak and 200ml Tetra pack.

VANILLA COKE:-

Vanilla Coke was launched in2002 in North America and subsequently in various other markets across the world and met with immense success. The idea of the refreshment of CocaCola with a hint of Vanilla was found very appealing when tested in India and we launched Vanilla Coke in April 2 The Thanda Matlab Coca-Cola campaign which was launched in 2002, had made Coca-Cola Indias favorite so0ft drink and this helped launched vanilla coke as Ice Creamy Thanda, thereby making the new brand something familiar and comfortable with that consumer.

Vanilla Coke was launched with high profile TV commercial featuring teen heartthrob VIVEK OBEROI in remarkably new and different avatar. Directed by Ram Madhvani, the TVC has become a rage in the country with people from various walks of life using the term WAKAW in various contexts. The Bappi Lahiri Track has also become very popular. The brand is currently available in 200 ml RGB/ 300ml RGB, 500 ml PET and 300 ml cans.

GEORGIA COFFEE:-

Coffee the Way Japan Likes It

It is a ready to serve, canned coffee thats the best selling non-carbonated soft drink in Japan. Georgias flavors blends are favorite of hard working people. Georgia can be served at room temperature, cold or hot. At the 1998 Olympic Winter Games held in Nagano, Georgia became the first hot soft drink served at an Olympic Games. Some of the Japans top comedians are featured in the series of comic episodes that make up the drinks current television ads. Georgia coffee is available in Original, Mocha Kilimanjaro, Emerald, Mountain Blend and a variety of other delicious flavors that are introduced from time to time. Now it coming in india.

HINDUDUSTAN COCA-COLA BEVERAGES PRIVATE LIMITED

COMPANY OVERVIEW

IFFERENT PLAYERS IN THE SOFT DRINKS MARKET PEPSI Caleb Brandhum, a North Caroline Pharmacist, structure Pepsi Cola in the 1890s as cure of dyspepsia (indigestion). In 1902, Bradhum applied for a trade mark, issued ninety seven share of stock and began selling Pepsi syrup in earnest. In his first year of business he spend $1900 on advertising a huge sum that he sold only 8000 gallons of syrup. In 1905 Bradhum built Pepsis bottling plant. By 1907 he was selling 10,000 gallons a year, two years later, he hired a New York advertising agency. After passing through many troubles for some period now Pepsi is a market leader in international arence and is available in 187 Nations throughout the world

in 18 flavors having its Head Office in New York, United State. Pepsi has 13 bottlers with 26 plants in India. Through this compared with 60 plants of Coke is quite less, yet the market share of Pepsi has increased quite significantly. PEPSI IN INDIA This $3040 billon, New York (U.S.) based Pepsi Company, had to start from scratch after entering the country in 1989. Deep blue Pepsi, is a broad based food and beverage company, deriving more than 60% of its sales and operating profits from its snack foods and restaurant business. Pepsi started its commercial production in 1990 with plants, one at Channo (Sangrur) and other at Jahura (Distt. Hoshiarpur). Pepsi drink, which was introduced six year back, has now become the household name thought the country. The Marketing efforts of Pepsi in the first three year were so successful, that Pepsi had taken major market share of Parle and Parle has to face hard times. Pepsi-Cola has been positioned as a drink for the young. Its popular slogan YEHI HAI RIGHT CHOICE BABY go to show that appeal is significantly for the younger generation in a popular, much aired commercial, Bollywood star Sachin Tendulkar. Began to cdroon in the tune only after hed guzzled, the right cola, made the smart choice (A-Ha!). Behind the hype in an effort invisible to consumer Pepsi pumped in Rs. 300 crore to add muscle to its infrastructure in bottling and distribution. At present Pepsi is at war with Coke at National level. CADBURY SCHWEPPES Cadbury Schweppes are joined force of Cadbury found in 1824 of U.K. and Schweppes of Ireland founded in 1783. Cadbury Schweppes is unified bussing which manages the relations his with over 240 franchised bottling operation on Zambia and Zimbabwe. Cadbury Schweppes has fottlery and partnership operations in 14 countries around the world.

CADBURY SCHWEPPES IN INDIA May 1995 one more soft drink Cadbury Schweppes entered the Indian soft drink market and now the competition in this industry is more due to rise in the number of competition and also due to large product range that they all are offering to the market. Cadbury Schweppes, just about two year old in India udebtufues with the guerilla. Number three in the aerated soft drink market after Pepsi and Coca-Cola Company; it is resorting to some very smart footwork to gain its share of silence. The company wants to be number one in the non-cola aerated soft drink market, to which end it has unabashed a series of tactics. WE DONT DIRECTLY HIT COMPETITION BUT CHOP AT AWAY AT THE ENGED. Says Ashok Jain C.E.O Cadbury Schweppes India. The idea is to convert the narrow scrip to a niche and build it to a position of reverence with a consumer. John S. Perberton, who in 1886 first construed coke syrup in his laboratory, knows little that he had made a formula that would sell one day to a thirsty market of 13.1 billion dollar coke drinkers. Perberton was morphine addict who was trying to create marketable patent medicine. When his experiments led to the new scared Coke formula. He had only modest success selling Coke in Atlanta and he sold his formula and right for a pittance. He died in 1888. Atlanta druggist as a Candler who soon gained control of Coca-Cola is in many way the true father of coke. He transformed the small time operations in to a nation wide soda fountain sensation. Early on, Coke had a distinct cocaine kick, even through corporate, Coke has long dispute. This piece of America folk care, saying the coke leaf, was they with the syrup and training needed to produce distributes and sell the product and above all the most valuable assent, the trademark.

Also coca-colas main revenue stream is from the sale of concentrate of its bottles. In India, the sole rights the manufacturer concentrate rests with its 100% subsidiary coca-cola beverages near Pune. A unit of concentrate makes 400 cases (of 24 bottles each) and according to an estimate generates income of Rs. 20 per case for the parent company. Bottlers maintain their production line to coke standard of 600 bottles per minute. Today the two multinational operates in two ways. COBO-Company owned bottling operation, and FOBO-Franchisee owned bottling operation. WHERE THE MONEY GOES Low per capital consumption of soft drink in India may be linked to the inflated prices of such drinks. But surprisingly it leaves a very low margin for bottlers decocanised. Candler had later testified on court that coke contained a very small proportion of drug without the coke would never have been as popular as it was its early days. The cocaine was eliminated in 1903, as panicked reaction to the raising criticism, inflamed by Newspaper allegations that black coke drinkers were attacking whites. In 1917, Candler gave almost all of his coke, stock to his children, who sold out two years later to a syndicate headed by, Atlanta Banker Ernest Woodruff, for $25 million. Woodruff eventually took over and ruled the company to its present glory. Woodruff died in 1985. COKE IN INDIA Despite the formidable track of its parent (Coca-Cola Company the $18 billion gaint, based in Atlanta U.S.), Coca-Cola Indias record in Rs.1800 crore soft drinks market is prominent. Coca-Cola entered Indian market after 16 years from Hathras

December 1993 Coca-Cola became the undisputed leader of the Indian soft drink industry, because if their acquiring rights of Ramesh Chauhans aerated Parle drinks. With one stroke of the pen, and a bill of 140 crore coca-cola picked by five brands- Thums Up, Limca, Gold Spot, Citra and Maaza with a combined market share of 69 percent with Thums Up alone accounting for 56% of the then 650 crore cola segment. Coca-Cola worlds largest selling soft drink and which sells nearly half the soft drink of world market its reentry with planned strategy. MODUS OPERANDI The multinational soft drink companies carry their business by licensing bottlers around the country or more technically franchising the bottlers and supplying also. With retail prices ranging to Rs.9-10 per bottle (300ml) for consumer and Rs.196 per crate (24 bottles) for retailers. A bottler must pay as such as 34% of the price per case as excise duty, sales and turnover tax. A further 10% goes into expenditure on local advertising and sales promotion. Distribution and transportation cost takes care of another 10% Raw material cost, Concentrate, Sugar, Citra, Acid, Bottle caps etc. eat up another 23% production cost, in terms of fuel, power, maintenance and labour add up to 14%. Thus leaving a bottler with a margin of 9%, again 4% of this would go into warheads and interest charges, trimming down the margin to a simply 4-5 % a bottling operation, thus is viable only large volume.(This is also one of the reasons of FOBO being converted in COBO).

The consumer, obviously, shoulders most of the burden, bottle cost are also critical component of soft drink business.

Coke is positioning all of its beverages as all seasons beverages rather than only summer drinks; this will greatly help to increase consumption. In summer coca-cola was coping with a change, C.E.O-Alex Born has replaced David Short. Coke has made India its home; coke is experimenting with mobile dispensing units at beaches and stadiums, going out towards consumers. Our goal is to have available within arms reach of desire. Nicholas once said (Retd. C.E.O). While Pepsi wants people to come to them, Coke plans to after consumer. Cokes objective in short run shall be converted Pepsi drinks, rather than Thums Up drinkers to Coke. COCA-COLA TODAY

Today Coca-cola is one of the worlds top ten most valuable brands
makers.

Today a world wide web of local bottlers supplies coke to over 2 million
retail outlet, which constitutes more than 194 countries.

After entering in 1993 in the Indian cola market. After entering in 1993 in India by the name Coca- Cola India (CCI)
with its head office at Nehru Place , New Delhi and is looking after all its franchises operated/owned bottling operations.

Today Coca-Cola has around 50 bottling plants all over India. Where
some of them have been taken / owned by CCI.

 Coca-Cola has also established a tin manufacturing plant at Pune at the

expense of 2200 crore from which tin packs are supplied to all bottling plant.

THE COMPETITIVE AREA AMONG COKE AND PEPSI The soft drink market all over the world as been witnessing a neck-to-neck battle between the two major players; Coca-Cola and Pepsi since very beginning. The thirst quenchers are trying hard to have the major piece of the apple of overall 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 been dominating the scene in most of the soft drink market of the world and enjoying the leadership terms of the market share. But the coca-cola people are finding it hard to deep away Pepsi, which has been narrowing the gaps regularly; the two are posing threats for each other in every nook and corner of the world. While coca-cola has been earning most of the part of its bread and butler through beverages sales, Pepsi has a multi products portfolio with a handsome portion from the same business. The two warriors are face to face once again here in India with different strategies and policies to attack at rival Coca-Cola is focusing upon the joint ventures with the existing bottlers to enhance its control on manufacturing and marketing of its product range and attain the quality standards of its class. Countering its Pepsi has taken the baton in its own hands by floating and investment of $95 millions to set 6 Pepsin Co. India Holdings, a subsidiary for companys owned bottling operation (COBO). Both of the companies are following different path of reach the same destiny i.e. to fetch the bigger portion of aerated soft drink market in India.

Both the competitors have distinct vision and priorities about the Indian soft drink market. Through having so much difference and distances with each other, they both consider India as a huge potential market as per capita consumption here in more 3 servings per year against an international of 80. Throughout, they are putting their best efforts to woe Indian consumer who has to work for 1.5 hours to by a bottle cross over for both the athletes running for getting No.1 position.

Coca-Cola is well set with its 53 bottling sites throughout the country giving it an edge over competition by possessing a well built manufacturing and distribution set up on the other side of picture, Pepsi, with two more year in India, has been able to set an image of winner this giants are ready to turn every stone of opportunity with a mindset of long tenure this time. Coca-Cola has been penetrating the market through its wide product range with a determination to change competition pattern of soft drink in India. Firstly, they upgraded the whole industry by introducing 300 ml bottles, which in turn, had given the industry a booming growth of 20 % as compared to 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 cocacola camp, the idea of competition has not come from Pepsi, but from the other beverages such as tea, coffee, nibu pani, water etc. Pepsi is quite aggressive in its approach to Indian consumer. They are desperately working in the strategy to be winner side in the hot cola war between tow big barons. According to Pepsi philosophy its the madness that encourages executives to thin to conjure up those creative tactics to knock the fizz out of their competition. Pepsi had pumped a large amount on the visibility of its blue-red-and-white logo. They have been going with aggressive marketing by putting Sachin Tendulkar and now Shahrukh Khan in their

advertisement to endorses their brand, the role models for its targeted consumer the teenagers. They have increase the fizz in the market price by introducing the dispensers called fountain Pepsi and been enjoying a lead over its rival three. Coca-Cola on the other hand, has been working on the saying skew and stead with race, side by side retailing to the every move of its competitor. They have produced the shield of Thums Up with a handsome market share in India soft drink market. Countering Pepsi; international commercial that used two chimpanzees to coke a snack at coke, Thums Up came with the aid line, Dont be Bandar, taste the thunder Also Thums Up has been positioned now very near to that of young in age of Pepsi and giving it tuff time Everything has been put on fire by these cool merchants. If Coke got the status of the Official drink of Wills World Cup, Pepsi blushed as Nothing official about it. As Thums Up projected as Saare Jahan Se Achchha. Pepsi was passionate enough with Freedom to be. When Thums Up came up with Thunder Blast, the other one offered, Pepsi Stuff Card. If red color is meant for Coke, Pepsi has chosen to be Blue. In this way, Indian consumer is getting more fizz and punch from the two big brothers and he has to given not about the winner. MARKETING DEPARTMENT Marketing is getting right goods and services at right time and right place to right people at right price with right communication. The comprehensive marketing activity at Kanpur Marketing Services is controlled by Mr. Deepak Riwari (G.M.). Today consumers have different measurements to buy above which has a smaller self-life. The major market of soft drink is under the grab of local distributions, which provides the innocent consumers all the sort of connections. In such scenario educating the consumer and winning confident with quality product is an uphill task because traditions are different to break. Marketing department looks, after from loading of bottles to suggestions, problems faced by customers. They

have about 1200 retail points for exclusive distribution, 18 wagons run for playing the products to their points. Retailers get their demands fixed on the telephone to the marketing department, which is transformed into charts. There demands are aggregated and given to the personnel or supervisors at clock these personnel are of production department. Right from the first year of the incorporation the company is running in top profit. This is because of many reasons. One of them is being that there is no other bottling plant nearby. Also the company gives good margins to the retailers along with various lucrative from time to time.

SALES PROMOTION TECHNIQUES OF COMPANY 1. Good Advertising. 2. Effective Incentive Policy. 3. Quality. 4. Wide & Deep Distribution System. 5. Attractive packaging 6. Decorating Retailers shop by display board, dealers board etc. CRITERIA FOR PROVIDING FREE CHILLING EQUIPMENTS With every 1-2 crates purchased daily or alternatively an icebox is provided. For an average consumption of 5-6 crates a visi-cooler of 4crates. For a purchase of 7-8 crates daily visicooler 7 crates.

If purchase exceeds 8 crates, then 9 crates visicooler or deep fridger is provided. With every chilling equipment a steplizer is provided it may be of 1

KV or 5 KV. S.G.A PROVIDING COMPANIES Whirlpool India Ltd. Godrej G.E. Appliances Ltd. Western Refrigeration Ltd. Rockwel Industries Ltd. All these industries are enlisted and approved by Coca-Cola. PROMOTION BY THE COMPANY All advertisement expenditure is incurred by coca-cola India, but only D.P. Board, wall painting, S.G.A.s etc. Company spends on it around 8-9 % total sales company invested 305 crore rupees in advertisement Budget.

Radio. T.V. Hoardings. Road signs. Sticker. Neon light. Banners. Newspaper.

Magazines. Exhibition. Posters. Sponsoring local events.

ADVERTISING Advertising is non-promotion of goods and services, by a sponsor (a firm or person) who can be identified and who has paid for this communication. This purpose of advertisement is to sell something a good service, idea person or place, either now or later this goal, reached by setting specific objective that can be expressed individual ads. Those are incorporated into an advertising campaign recall again from the buying decision process that buyers go through a series of stages from unawareness to target customers to the next stage in the hierarchy say from awareness to interest. Specific advertising objective will be dictated by the firms overall marketing strategy. Typical objective are: a. Support personal selling advertising may be used to acquaint prospect with sellers company and product, easing the way for the sales force. b. Improve dealer relations: wholesalers and retailer like to see a manufacturer support its product. c. Introduction new product: consumer needs to be informed even about line extensions that make used of familiar brand name.

Bareilly beverage lays emphasis on advertising at the core centers. They lay their banners and hoardings at the important places and see to it that they do space on media. The product like Thums Up, Fanta, Limca and Maaza belong to one group i.e. coca-cola, advertise on nation side basis for its products, by hireling time and space on media. To promote the product and to create the awareness of the product every year they are spending Rs.10/- per crate for the advertisement. They are spending the amount for wall painting, dealers board, glow signs, hoardings, banners, stickers, posters and buntings. Advertisement plays an important role in the success of coca-cola product since its first newspaper ad. In 1886 that red, coca-cola delicious Refreshing Exhilarating Invigorating. Advertisement is a key of implementing a strategy over one hundred year old to trigger desire as offer and in as many ways as possible. ADVERTISEMENTS TARGETED BY COKE To target various consumer segment of soft drink different add featuring cricket star, cine star, pop star have been created. 1.Lisa Ray (famous model) in a very interesting add, which featuring him bathing with sprite. Having a catching line Sprite bujhaye only pyass baki all bakwaas. 2.Amir Khan & Ashwarya Rai (both cine stars), which targeted younger generation. This add. Contained imagery of rugged and romantic for 330 ml of coke. Theme Coca-Cola Ho Jay. 3.Another cola drink from coke i.e. Thums Up. 4.Limca leaving its old image of Lime-n-Limoni drink is been shown as in the add. Featuring Shaif Ali Khan. A drink that could just change the mood at time of disappointment lines. Gala Gaya Sookh Limca Key Liye Ruk.

5.Fanta add. Showing children having lines Bold Ho Jayo. 6.A family giving new look to Maaza Tazza Mango. 7.Diet Coke the exiting add. on the pool with fall swing calling Taste The Power Of One Calorie. 8.Amir Khan in the as on Mini Coke very interesting and Roman tic add.

SCOPE OF THE STUDY

a)

Scope for the Organisation

The FMCG industries are on the fast track in the competitive market, it helps to analyze the market survey. To evaluate the various aspects of the retailer of the product in the market. To understand the way to generate Awareness of COKE in competitive market. To find the area of retailer from the consumer prospective. The survey will give way to find the essential part on which the company should focus.

b)

Scope for the researcher

To get the field knowledge and field experience. To establish the policy for solving the problems regarding the supply of products. The researcher can develop the technique of horizontal expenses of the compa

OBJECTIVE OF THE STUDY OBJECTIVE OF HORIZONTAL EXPANSION This project is conducted in different localities of Kanpur having following objectives in the view: Giving Importance on Opening New Outlets. The benefit behind the Opening New Outlets are: Provides Incremental Volume & Revenue for Business Helps Improve Route Productivity Improves Profitability of companies Distributors Reduced Dependence on Large Customers

IMPACT OF NEW OUTLET IN BUSINESS

Measure

2008 10000 50 500

2009 10000 55 550 2000 125 2.5

Number of Existing Outlets Total Volume (in Lac Phy Cases) VPO in Phy Cases Number of New Outlets New Outlet VPO Incremental Volume (in Lac Phy Cases) Grand Total Volume in Lac Cases)

50

57.5

Measure Number of Existing Outlets Total Volume (in Lac Phy Cases) VPO (in Phy Cases) Numer of New Outlets New Outlet VPO Incremental Volume from New Outlets(in lac Phy Cases) Grand Total Volume Margin Per Case Gross Total Margin (in Rs 000's) Operating Expense (in Rs 000's) Net Total Return (in Rs 000's) Investment (in Rs Lac) ROI

2008 1000 3 300

2009 1000 3.5 350 200 150 0.3

3 12 3600 7 1500 80 19%

3.8 12 4560 6.5 1925 85 23%

Difference between the vertical growth by R.E.D Execution and Horizontal growth by New Outlet Opening Learn How to identify a potential New Outlet. Target for opening a new outlet is as follows Open all outlets not selling coca cola product on the route ?

Target all chemists?

Target all Street kiosks? Target all Pepsi exclusive outlets? According to rules Company use a seven point criterion to prioritize for opening new outlet those are: 1) Outlet already owns electric chilling equipment or Ice Box or is willing to invest in the same for stocking our products.
Outlet is already selling Pepsi products. Outlet is on the main road or has 2 adjacent roads. There are no other outlets selling Soft Drinks within 150 steps in any direction from that outlet. Outlet is listed as part of the list of non-dealers submitted by Nielsen. It is an E & D outlet with 5 tables.

It is an outlet stocking branded products like, Chips, Bournvita / Horlicks, chocolates etc

( products in the range of Rs. 20 and above) The Process to Open an Outlet. How to Deal with Objections / Query from a New Outlet? At the time of dealing with a new outlet dealer there are mainly four types of queries are come out from them. These queries or doubts which come from the side of outlet owners are: Having doubt with profitability. Having doubt with coke selling competitor.

The above doubts of the outlet owners are satisfied by giving such explanation: For profitable: Our products have Good Margin in the range of 7% - 15% , higher than most of the products you sell. Our products are well known and have a faster rotation which will result in higher earnings for you. We have a wide range of products to offer which will help you cater to larger number of customers. We ensure business round the year by activating your outlet andproduct promotions For competitor:
Would you not like to make more Profits? Our product is usually purchased on impulse and can be bought along with other products you sell. There are products sold in nearby outlet that is available in your outlet as well. So why not soft drinks

For chilling equipment

If you need a Cooler, we will provide it. We would recommend you to deposit 5 cases of glass to

RESEARCH METHODOLOGY

This research involved a study, which was descriptive as well as explorative in nature it basically aims at gathering data about how the coca-cola scheme playing in the mind of shopkeepers & consumer. OBJECTIVE OF RESEARCH The objective of any study defines purpose for which study is taken up. It specifies the goal i.e. to be achieved. The project on soft drink is to find out the market share of coke

vis--vis Pepsi and to study about distribution channels this basic objective of this research is to find out the answer the following question. Can the soft drink industry expand in future? What is the market share of coke in cold drink? What are the strategies to success and dominate the market place. The analysis, the promotional strategies. To study future plan & change. To conclude and suggest

From the above study the company measures means to increase its sales and upgrade its performance thus to improve corporate image.

RESEARCH PATH Before embarking on the details of research methodology and techniques it seems appropriate to highlight a brief over view of the Research path. Research Path consists of series of action or steps necessary to effectively carry out the Research and the desired sequencing of these steps. The chart given below is showing the Research path.
Formulatio n and Hypothesi s and Objectives Designing Research Including Samples

Identifying Research Problem

Interpretati on & Report

Analyze Data and test of Hypothesis

Collectin g of Data

Thus marketing research is the systematic design, collection, analysis and reporting of data and finding relevant to specific marketing situation. Now lets talk about these steps of research in detail:-

Define the problem and research objectives

The first step in marketing research is to identify and understand the marketing problem. This step covers the following questions:What is the problem? What types of information are required to solve it? What segment of the related information is already available? Marketing research also make use of the available literature for an in depth background study of the problem. A marketing researcher must also define the research objective clear. Develop the research plan When marketing problem is clearly identified and formulated, a marketing researcher should develop a plan to collect the relevant information.While developing the research plan he should also refer the existing research findings. He can also take the help of Libraray sources. He can also take the help of library sources as well as experienced consultants, persons with practical knowledge etc. Collection Of Information

A marketing researcher has to make a plan for collecting secondary data, primary data or both as the case may be. Primary data given the first hand information for specific purposes in hand, whereas secondary data consists the information that already exists. The marketing researcher selects one of the above mentioned method or both. His decision depends on the nature of study, the objectives of the study, financial resources available, availability of time and the degree of accuracy.

Analysis of the information The next step in the marketing research is to extract finding from the collected data. The researcher tabulated the data and develops frequency distribution. Average and measures of dispersion are computed for the major variables. The researcher will also apply some advanced statistical additional findings. Present the Finding/Interpretation Keeping the objectives of the study in mind, he researcher should prepare the study report. The finding should be written in a concise, simple and objective oriented language. Graph and example in the main report should be only if they are essential for conveying the essential facts or are otherwise necessary to support the statement METHOD OF DATA COLLECTION THERE ARE TWO TYPES OF DATA COLEECTION METHOD

1.Primary data collection: Primary data can be collected to direct by the customer
Survey, Feedback, By the Retailer, Questioners Sampling unit: The retailer of Grocery shop, general store, and betel shop, was selected from different places of Kanpur.

Sampling size: 200 Outlets.

Sampling procedure: Simple random sampling procedure was followed. Sampling method: Data were collected by retailer survey. The retailers are directly
contacted and interviewed at their retail counter.

2. Secondary data collection: As secondary data were not available with

shopkeepers as well as stockiest, so these were collected from company records.

DATA COLLECTION AND ANALYSIS Q1 Which brand of soft drink do you prefer to sell? Table no.[1.A] COMPANY COKE PEPSI OUTLETS 60 25 PERCENTAGE 60% 25%

other TOTAL

15 100

15.00% 100%

Fig.No.[1.B]

softdrinkpreferto sell
60% 60% 50% 40% 30% 20% 10% 0% coco cola pepsi 15.00% 25%

%of respondent

other

INTERPRETATION- The above table shows that 60% of retailers deal in coca cola, 25% of deal in Pepsi and 15.00% of retailers deals in both. Q2 why you prefer to sell this Brand? TABLE NO.[2.B]

Level Better scheme Quality Brand Equity Total Fig.no.[2.B]

No. Of respondent 118 61 21 200

% of Respondent 59% 30.5% 10.5% 100%

prefersell to brand
60% 50% 40% 30% 20% 10% 0% Better schem e Quality Brand Equity 10.50% 30.50%
%of respondent

59%

INTERPRETATION- 59% retailers prefer sell brand to better scheme of company and 30.5%prefer to quality and other 10.5% prefer to brand equity.

Q3 Do you think effective distribution system have an impact on your sale?

Table no.[3.A] Level Yes No Both Total Fig. no.[3.B] No. Of Respondent 98 74 36 200 % of Respondent 49% 37% 18% 100%

E ffectivedistributionsystem
50% 40% 30% 20% 10% 0% Yes No 18%
%of respondent

49%

37%

Both

INTERPRETATION- 49% retailers agree with effective distribution to impact on sale of product and 37% retailers not agree with this query and 18% are both side in yes or no.

Q4 which company does you think have better distribution system? Table no [4.A]

Brand Coke Pepsi Other Total

Numbers 103 85 12 200

Percentage 51.5% 42.5% 6% 100%

Fig. No.[4.B]

60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00%

51.50%

D istribution system
42.50%

6% Coke

%of respondent

Pepsi

other

Interpretation:-51.5% retailers said that the distribution system of coke is good and 42.5% distributor said about the Pepsi and other 6% retailer said other companies.

Q5 which product of Coca-Cola is more demandable? Table no.[5.A] Product name Coke Thumsup Other Total Fig. No.[5.B] No. of respondent 87 28 85 200 Percentage respondent 43.5% 14% 42.5% 100% of

Interpretation- 43.5% retailer said that coke is more demandable product compared with other beverage product and 14% , and 42.5% said that thumsup and other beverage product.

Q6 Do you have VISI- cooler? Table no.[6.A] Respondent Yes No Both TOTAL Numbers of Percentage of respondent 156 35 9 200 respondent 78% 17.5% 4.5% 100%

Fig. No.[6.B]
78%

80% 70% 60% 50% 40% 30% 20% 10% 0%

VIS I COOL ER

17.50% 4.50% Yes No %of respondent

Both

Interpretation- 78% retailers are kept the VISI cooler in there shop and 17.5% retailers not kept visi cooler in there shop and also 4.5% retailers determine both

.Q7 . If yes which brands VISI cooler do you have? Table no.[7.A] Brand Numbers of Pepsico respondent 87 Percentage of respondent 43.5%

Coke Other TOTAL

88 25 200

44% 12.5% 100%

Fig.no[7.B]

Interpretation- 43.5% retailer used pepsico VISI cooler in there shop and 44% retailer used coke VISI cooler and 12.5% retailer used other VISI cooler. Q8 Which product of Coke provides better schemes & offers? Table no.[8.A] Products Coca cola Thumsup OTHERS TOTAL 84 38 200 No. Of Respondent 78 % Of Respondent 39% 42% 19% 100%

Fig. No.[8.B]

Interpretation- 39% retailer said coca cola provide better scheme and 42% retailer said thumsup provide better scheme and 19% retailer said other product provide better scheme such us mazza,,spirit etc

Q9 . According to you what is the reason behind success of Coke? Table no.[9.A] Respondent Better Supply Better Quality Sales Promotion Total No. Of Respondent 56 67 77 200 % of Respondent 28% 33.5% 38.5% 100%

Fig. No.[9.B]

Interpretation 20% retailer said better supply is reason of success product and 33.5% retailers said better quality is best reason of success of product and 38.5% said sales promotion is best for success of product.

Q10 Are you satisfied with Coke Sales Promotions& Advertisements activities? Table no.[10.A] Level Very satisfied satisfied dissatisfied TOTAL Fig. no.[10.B] No. Of Respondent 99 78 23 200 % Of Respondent 49.5% 39% 11.5% 100%

Interpretation- 49.5% retailers very satisfied with coke product and 39% retailers satisfied and other 11.5% retailer is not satisfied with coke product.

Q11. Which Brands signage do you have? Table No. [11.A] Brand Coke Pepsi Other Total No. Of Respondent 98 68 34 200 % of Respondent 49% 34% 17% 100%

Fig No. [11.B]

BrandS ig na g e
%of respondent

49%

34%

17%

Coke Pepsi other

Interpretation- 49% retailer have coke brand signage and 34% retailer have pepsi brand signage and other 17% have other brand signage.

FINDINGS

The Most popular brand in the market is coke. COCO-COLA is Market leader and pepsi is the Market challenger in the whole market where I have surveyed. From the COCO-COLA products coke is demandable product in the market. The almost retailer have coca cola brand in the shop. In some areas like Kalyanpur the supply of coco cola is better than the Pepsi. 11.5% retailers not satisfied with coca cola products. It have found that a Retailer gives more prefence to the Coca Cola products like Thums Up, Mazaa , Sprite , and Fanta. In the case of the scheme Pepsi is providing more schemes in the Coco Cola . Coca cola success to the better scheme of the products and good promotion of the products.

LIMITATIONS Time was inadequate to cover more respondent as there were only 2 month allotted to complete the project. Convenience sampling is used in this study. Less number of Distributors are taken as sample in this study i.e. 200 Respondents. The study was restricted to area of kanpur only, with sample size of 200 so, the interpretations & findings are accordingly to it only. Due to the financial the study was not able to include more retailers. To convince the retailer for a proper interviewing process was also difficult and also give some time wrong data. Being a student I undertake this project as a learning experience. I have tried my best to be as authentic and as accurate as possible in the research analysis taking the help of my project mentor on relevant primary and secondary data. Limited knowledge of the researcher in the field of research may lead to interpretation errors. Certain retailers were not comfortable divulging the figures and data, as they want to keep it confidential. A busy schedule of dealers/retailers had made my collection of information very difficult. The projection is purely based on verbal meetings and may be influenced by unprecedented factors.

SUGGESTIONS
Most of the respondents came to know about this brand only through sales executives. Steps can be taken to improve the awareness of the product among people. The company should work out in there provide the visi cooler and stabilizer to every retailer int he market. Company should give proper scheme to the outlet. The company should be increase sales promotion in the market. Overall services should be improved for getting more sale and to be the market leader. The Sales executive should try to avoid making false commitments for realizing short term goals. Number of retailer increased in other areas. The Company should be provide some visi cooler compare to pepsi. The company improve the distribution system to the other company such as pepsi. The company should come with better promotional schemes and services. The company increase the supply of product at the time. The A.S.M of company of the company must go for a regular visit in the area to solve the problem of retailers. Proper sales forecasting should be done.

The companies provide competitive rates and schemes. Routine service of the delivery vehicle should be carried out.

CONCLUSION
Every thing in the world is made to utilize properly but it should be reach at the proper person to the proper utilized areas . Otherwise the value added to those things became in vein.

As there is a proverb that , FAR FROM EYE, FAR FROM HEART Thus Marketing role plays a very important role in achieving the objectives of a company. Undoubtly ,value utility is created by the manufacture of product or services but time and place utilities are created by marketing role. According to petter Drucker Both the market and the distribution channels are often more crucial than the products . They are primary : the products is secondary. In a economy like that of india , where marginal shortages can lead to disproportation distortion in prices, Adependable and efficient distribution system is very much essential. The distribution system creates a value added to all most all products. All from the above study not with standing its restricting efforts pepsi is still far away with its great competitor like Coke

REFRENCES

WEBSITES: www.cokeindia.com www.coca-colaindia.com

www.wikipedia.org/wiki/cocacol http://www.cocacola.in/for-enterprises-enquire-now

BOOKS: Kothari C. R, Research methodology, 2002 edition, New Age Publication Page no. 1to3, 10to11, 55, 58to60, 95to97, 100to107. Majumdar R, Marketing research, 2001 edition, Page no.24to28, 49to51. Kotler Philip, Marketing Management, PEARSON 14th edition, Page no. 97to 98, 113to114.

ANNEXURE 13.1 ANNEXURE COLD DRINKS SURVEY RETAILERS SURVEY Name of the Store: Address: ... Contact No: .. Q1 Which brand of soft drink do you prefer to sell? a) Coke Q2 why you prefer to sell this Brand? a) Better Scheme b) Better Qulity c) Brand equity b) Pepsi c) Other

Q3 Do you think effective distribution system have an impact on your sale? a) Yes b) No c) Both

4. Which company does you think have better distribution system? a) Pepsi b) Coke c) Both

5. Which product of Coca-Cola is more demandable? a) Coke b) Pepsi c) Others

6. Do you have VISI- cooler? a) coke b) Fanta c) Sprite d) Limca

7. If yes which brands VISI do you have? a) Yes b) No

8. Which product of Coke provides better schemes & offers? a) PepsiCo b) Coke c) Other

9. According to you what is the reason behind success of Coke? a) Coca-Cola b) Thumsup c) Other

10. Are you satisfied with Coke Sales Promotions& Advertisements activities? a) Sales Promotion b) Better Supply c) Better Quality

11. Which Brands signage do you have? a) Yes b) No c) Both