MARKETING STRATEGIES OF COCA COLA

INDIA PVT LTD

PROJECT REPORT
Submitted to
Jamia Millia Islamia, Delhi
For award of the degree of

Bachelor of Business Studies (BBS)

Paper Code 6.5
2015
Submitted by
VISHAL CHAUHAN
Under the Supervision of
Mrs Sabiha Khan

CENTRE FOR MANAGEMENT STUDIES

JAMIA MILIA ISLAMIA
DELHI

CERTIFICATE
This is to certify that Mr. Vishal Chauhan, BBS (Hons) (13BBA
1043) a student of Jamia Millia Islamia, New Delhi has undertaken
the research on Marketing Strategies of Hindustan Coca-Cola
Beverages Pvt. Ltd.. The survey, data collection, & analysis work
for preparing the project has been carried out by the student in
partial fulfillment of the requirements for the award of Bachelors
Degree, under my guidance and supervision.
I am satisfied with the work of Mr. Vishal Chauhan.

DATEMrs Sabiha Khan

(Lecturer)

DECLARATION
I hereby declare that the project report entitled: Marketing Strategies of
Hindustan Coca-Cola Beverages Pvt. Ltd. submitted in partial fulfillment of the

requirement for the degree of Bachelor of Business Studies (H), is my

original work and not submitted for the award of any other degree, diploma,
fellowship, or any other similar title or prizes.

VISHAL CHAUHAN
BBS (Hons)
2013-2016
Roll No-13BBA 1043

Place: ___________
Date: ___________

ACKNOWLEDGEMENT

My sincere gratitude to Ms. Sabiha Khan, faculty guide at Jamia Millia

Islamia for her valuable guidance, encouragement, useful suggestion, critical
evaluation and unending support which helped me in accomplishing this
project work.
I am thankful to my father Mr. Ramesh Chauhan for his valuable guidance and
support at all times.
I am thankful to all those people who provided me all the necessary
information reaching at this stage, through this acknowledgement; I would
like to thank all those people who provided me all the information directly or
indirectly for the completion of this project.

VISHAL CHAUHAN
BBS (Hons)
2013-2016
Roll No-13BBA 1043

TABLE OF CONTENTS

PREFACE

07-08

INTRODUCTION

09-10

COMPANY PROFILE

11-33

LITERATURE REVIEW

34-39

OBJECTIVES OF THE STUDY

40

RESEARCH METHODOLOGY

41-44

SURVEY TERMINOLOGY

45-47

MARKET PROMOTION ANALYSIS

48-70

FINDINGS & ANALYSIS

71-87

LIMITATIONS

88

CONCLUSION

89-90

BIBLIOGRAPHY

91

ANNEXURE

92-96

PREFACE
Acceptance of New challenge makes the path for future success
Today companies must urgently and critically rethink their business mission and marketing
strategies. Instead of operating in a market place of fixed and known competition and stable
customer preferences, today companies work in war zone of rapidly changing
customer/competitor technological advance, new law, managed trade policies and
diminishing customer loyalty.
Company considers the fact that today customer face a plenitude of product every category.
Consider that customer exhibit varying and diverse requirement for product service
combination and prices.
In the face of their vast choices, customer will gravitate to the offering that best meet their
individual needs and expectation.
Therefore it is not surprising that todays winning companies are those who succeed best in
satisfying indeed delighting, their target customer.
They will not last long. These companies are market. They will not last long. These
companies are market focused and customer driven. They pay extreme attention to quality
and service to meeting and even exceeding customer expectation.

INTRODUCTION
INDUSTRIAL PROFILE

Present soft drink boon in India was attributed to the legacy of Coca Cola, which was there
in INDIA till 1977. In todays market the Coca-Cola (Coke, Thumps Up, Fanta, Limca,
Sprite, Vanilla Coke, etc.) hold a 62% market share that appears to bear concentrated rush
to beg a big share in the soft drink market.

Various national & multinational firms are engaged in soft drink market due to increase in
its demand day by day. As far as INDIA soft drink market is concerned there are major
companys engaged having a big completion to capture the soft drink market are namely
Coca-Cola & Pepsi.
Pepsi Cola attacked Coca-Cola before World War II. Coca Cola dominated the American
soft drink industry, Pepsi cola was a drink less to manufactures & with a less satisfactory
taste then Coke. Where as Coca-Cola major selling point was more drink for the same price
and Pepsi emphasized on advertising.
During World War II Pepsi & Coke both enjoyed increased sale. After the war Pepsi sale
was started to fall relatively to Coke, resulting the Coca-Cola had starting to click the
market share. A number of factory contributed to Pepsi problem were poor image, poor
taskforce, poor quality control etc.

At that point Alfred.N.Steeler came to the presidency of Pepsi cola with a great reputation
for merchandising. He and his staff recognized that the main hope lay transforming Pepsi
from a cheap imitator of Coke into a class on soft drink manufacturer.
By 1955 all Pepsis major weakness had been overcome, resulting sales had climbed
substantially. These actions from 1955 to 1960 led to a considerable sales growth for Pepsi.
In India another company engaged in soft drink market is Coca-Cola. It is one of the most
widely known, accepted and admired trademarks of the world. Coca-Cola was their in India
till 1977, when the Indian Government banned it due to strong resentment against
multinational companys Coca-Cola was re-launched again in India in September 1993 at
HATHRAS near Agra. The India people welcomed the come back of their most loved
Cola in the country with great enthusiasm and vigor.
Coca-Cola marked its re-launching with acquiring five Parley drinks viz. Thumps Up, Gold
Spot, Limca, Citra, Maaza, Soda. Soft drink industry is one of the fastest growing industries
in India. The basic idea behind the rapid growth of this industry is due to following reasons:
1.

The great corporate war between Coke & Pepsi, who left no stone unturned, for
monopolizing the India Soft Drink market.

2.

The basic ideology of these two giants is to promote soft drinks as a food item in
India hold.

3.

The long hot summers in India have increased the consumption of soft drinks.

COMPANY PROFILE
10

Keeping in view of tapping the Indian soft drink market and also developing soft drinks as
a drinking product among Indians. The Coca-Cola in India has setup an independent
organizations which is H.C.C & B.C.C with a capital of 350 U.S. $ each by virtue of sellout
decision of the passed managing director Sh. S. C. Aggarwal.

Hindustan Coca-Cola bottling (N-W) Pvt. Ltd. Najibabad took the complete possession of
this plant, land, machinery, & intellectuals on February 14 1998 and since then H.C.C,
looking after all its affairs under company owned bottling plant to establish integrated
marketing system in the area.

In 1999 the company opened up the new bottling plant at DASNA in Ghaziabad Distt. This
plant has more sophisticated equipments, then the plant at Najibabad.

11

CORE BRANDS IN INDIA

12

CORE BRANDS:

Coca-Cola: Developed in a brass pot in 1886, coca-cola is the most

recognized and

admired

mention

trademark

around

the

globe.

Not

to

the

best selling soft drink in the world.

Sprite: In 1961, a citrus-flavored drink made its U.S debut, using

Sprite Boy as

inspiration for its name. This elf with silver hair and a big smile was used in 1940s
advertising for Coca-Cola. Sprite is now the fastest growing major soft drink in U.S and
the worlds most popular lemon-lime soft drink.

Fanta : The name fanta was first registered as a trademark in Germany in 1941
,when it was used for a few year for a soft drink created from available materials and
flavors . The name was then revived in 1955 in Naples, Italy, when it was used for the:
fanta orange drink we know today. It is now the trademark name for a line of flavored
drinks around the world.

Diet coke: The extension of the coca-cola name began in 1982 with the introduction of
diet coke (also called coca-cola light in some countries). Diet coke quickly becomes the
number one selling low calorie soft drink in the world.

BRAND IN INDIAN ORIGIN

13

GOLD SPOT: this orange carbonate soft drink was introduced in the early 1950c, and
acquired by the coca-cola company in 1993, its tangy taste has been popular with Indian
teenagers

LIMCA: It is thirst-quenching beverage features a fresh and light lemon-lime taste and
lighthearted attitude. The limca brand was introduced in 1971 and acquired by the cocacola company in 1993.
MAAZA: Maaza, launched in 1984 and acquired by the coca-cola company in 1993, is a
non carbonated mango soft drink with a rich, juice & natural mango taste.

THUMPS UP: in 1993, the coca-cola company acquired this brand, which was originally
introduced in 1977. Its strong and fizzy taste makes it unique carbonated Indian cola.

BRANDS IN INDIA

14

ADVERTISEMENT
&
15

PUNCH LINES OF
COCA-COLA
1936

Its The Refreshing Thing To Do.

1942

Its The Real Thing.

1943

Global High Sign.

1959

Be Really Refreshed.

1962

Thing Go Better With Coke.

1969

Its the Real Thing.

1970

I`d Like To Buy The World A Coke.

1976

Coke Add Life.

1982

Coke Is It.

1986

Catch The Wave.

16

1989

You Cant Beat the Feeling.

1993

Always Coca-Cola

1998

Eat Music, Sleep Music, And Drink

Only Coca-Cola.

1999

Jo Chaho Ho Jaye Coca-Cola Enjoy.

2000

I Want Hrithik And I Want Coke.

2002

Thanda Matlab Coca-Cola

2003

Jiyo Thanda Piyo Thanda.

2008

Aaaj Tu Jashan Manna Le.

2009

Open Happiness.

2010

Coke Khule Toh Baat Chale

2011

Brrr

17

2012

Spread Happiness

2013

Khushiyan Lutao Crazy Kehlao

FABULOUS FACTS
ABOUT COCA-COLA
18

1.

The worlds largest spherical coca-cola sign is in Nagoya, Japan a top the dial
Nagoya building in front of the Nagoya railway station. The sing is a double
sphere constructed from more than 46 ton of steel, more than 940 meter of neon
tubing, and more then, 879 light bulbs. The outer shape features the coca-cola logo
and contour bottle, while the inner sphere portrays a comic scene with twinkling
planets and stars.

2.

One of the worlds largest signs for coca-cola is located on a hill called
ELHACHA in America, Chile. It is 400 feet wide and 131 feet high and is made
from 70,000, 26 ounce bottles.

3.

The first out door paint sign advertising coca-cola still exists. It was painted in
1894 in Cartersville, Georgia.

4.

Coca-cola is one of the worlds most recognizable trademarks recognized in

countries that account for 98 percent of the worlds population.

5.

If all the coca-cola ever produced were in 8- ounce bottles. And these bottles were
distributed to each person in the world. There would be 678 bottles or over 42
gallons for each person.

19

6.

If all the coca-cola ever produced were in 8 ounce bottles, placed side by side
and end to end to from a lane highway, it would wrap around the earth 82 times.

7.

If all the coca-cola ever produced were flowing over Niagara fall at its normal rate
of 105 million gallons per second instead of water, the falls would flow for about a
day and a half 38 hours and 46 minutes.

8.

the largest representation of the worlds best known package 100 foot tall glass
contour bottle is located at world of coca-cola, LAS VEGAS

20

HISTORY
OF
COCA-COLA

HISTORY
Jon Styth Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta, Georgia
it was May 1861 when the pharmacist concocted a caramel colored syrup in threelegged
brass kettle in his backyard. He first distributed the new product by carrying Coca-Cola in a

21

jug crown enjoys in a glass of Coca-Cola at the soda fountain. Whether by design or
accident, carbonated water was teamed with the new syrup, producing a drink that was
proclaimed Delicious and Refreshing.
Dr. Pembertons Partner and bookkeeper, Mr. Frank Robinson, suggested the name
and penned as Coca-Cola in the unique flowing script that is still famous worldwide
today.
Dr. Pembertons sold 25 gallons of syrup, shipped in bright Red wooden kegs. Red
has been a distinctive color associated with the No.1 soft drink brand ever since. For his
efforts, Dr. Pemberton grossed $ 50 and spent $ 73.96 on advertising, by 1891; Atlanta
chemist G. Canler had acquired complete ownership of the Coca-Cola business.
He purchases it from the Dr. Pemberton family for $ 2300. With in 4 year his
merchandising flair helped to expand the consumption of Coca-Cola to over $25 million.
Robert W. woodruff become the president of the Coca-Cola company in 1923 and his more
than six decades of leadership took the business of commercial success making Coca-Cola
an institution the world over. Coca-Cola begins as a never tonic, but candy merchant Joseph
A. Biedenharn of Mississippi was looking for awry to serve refreshing beverages. He
responded to this demand began offering bottle Coca-Cola using syrup shipped from
Atlanta, during a hot summer in 1894.

HINDUSTAN COCA-COLA BEVERAGES

PRIVATE LIMITED (HCCBPL)

22

Coca-Cola was first introduced by John Syth Pemberton, a pharmacist, in the year 1886 in
Atlanta, Georgia when he concocted caramel-colored syrup in a three-legged brass kettle in
his backyard. He first distributed the product by carrying it in a jug down the street to
Jacobs Pharmacy and customers bought the drink for five cents at the soda fountain.
Carbonated water was teamed with the new syrup, whether by accident or otherwise,
producing a drink that was proclaimed delicious and refreshing, a theme that continues to
echo today wherever Coca-Cola is enjoyed.

Dr. Pembertons partner and book-keeper, Frank M. Robinson, suggested the name and
penned Coca-Cola in the unique flowing script that is famous worldwide even today. He
suggested that the two Cs would look well in advertising. The first newspaper ad for
Coca-Cola soon appeared in The Atlanta Journal, inviting thirsty citizens to try the new
and popular soda fountain drink. Hand-painted oil cloth signs reading Coca-Cola
appeared on store awnings, with the suggestions Drink added to inform passersby that the
new beverage was for soda fountain refreshment.

Coca-Cola is made up of 7000 local employees, 500 managers, over 60 manufacturing

locations, 27 Company Owned Bottling Operations (COBO), 17 Franchisee Owned
Bottling Operations (FOBO) and a network of 29 Contract Packers that facilitate the
manufacture process of a range of products for the company. It also has a supporting
distribution network consisting of 700,000 retail outlets and 8000 distributors. Almost all
goods and services required to cater to the Indian market are made locally, with help of
technology and skills within the Company. The complexity of the Indian market is reflected

23

in the distribution fleet which includes different modes of distribution, from 10-tonne
trucks to open-bay three wheelers that can navigate through narrow alleyways of Indian
cities and trademarked tricycles and pushcarts.

Think local, act local, is the mantra that Coca-Cola follows, with punch lines like Life
ho to aisi for Urban India and Thanda Matlab Coca-Cola for Rural India. This resulted
in a 37% growth rate in rural India visa-vie 24% growth seen in urban India. Between 2001
and 2003, the per capita consumption of cold drinks doubled due to the launch of the new
packaging of 200 ml returnable glass bottles which were made available at a price of Rs.5
per bottle. This new market accounted for over 80% of Indias new Coca-Cola drinkers. At
Coca-Cola, they have a long standing belief that everyone who touches their business
should benefit, thereby inducing them to uphold these values, enabling the Company to
achieve success, recognition and loyalty worldwide.

MANIFESTO FOR GROWTH

VALUES

24

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

LEADERSHIP: To take an initiative and lead, motivate and drive the team with
energy and zeal, to deliver outstanding results.

INNOVATION: To continuously strive for progress and reach the next level of
excellence in everything we do.

PASSION: To be deeply committed and display drive and energy in the quest to
deliver outstanding performance.

TEAMWORK: To unite for greater strength and work collectively as a group

towards the achievement of common goals.

OWNERSHIP: To think and act like owners at all levels; to have decisions taken at
the lowest appropriate level.

ACCOUNTABILITY: To be individually and transparently accountable to our

colleagues for delivering agreed targets and goals.

VISION FOR SUSTAINABLE GROWTH

25

To 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 beverages system.
MISSION
To create consumer products, services and communications, customer service and bottling
system strategies, 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 grow profits in volumes

Bottlers as a trademark enhancement and positive economic value added

Suppliers as an opportunity to make reasonable profits when creating real valueadded in an environment of system-wide team work, flexible business system and
continuous improvement.

QUALITY POLICY
To ensure customer delight, we commit to quality in our thoughts, deeds and actions by
continually improving our processesEvery time.

ORGANIZATION STRUCTURE OF THE SALES

DEPARTMENT IN HCCBPL
26

AGM/AOD

Plant
Manager

Route to
Market

Human
Resource
Manager

Finance
Manager

Area Sales
Manager

Channel
Manager

Sales
Executive

Market
Developer

27

General
Sales
Manager

Distributors
And

Marketing

Key
Accounts

Area
Capability
Manager

Sales
Trainers

Salesmen

MANUFACTURING UNIT OF HCCBPL

The manufacturing unit of HCCBPL, situated at Bidadi, is the third largest plant and one of
the bottling operations owned by the company. The Plant has one PET line which has the
capacity of yielding 209 bottles, per minute, two RGB (Returnable glass bottles) lines
which yields 600 bottles per minute each and one Juice line which yield 155 bottles per
minute. It caters to the whole of South Karnataka through a network of more than 80
distributors. There are three depots in Bangalore; North Depot, East Depot and Mega
Depot.

28

Outlets

Outlets

Distributors

29

Sales and Distribution Ope

CHAIN FOLLOWED FROM MANUFACTURE TO DISTRIBUTION

PROMISE BY COCA-COLA
THE COCA-COLA PROMISE
The coca-cola company exists to benefits and refreshes everyone it touches. The basic
proposition of our business is simple, solid and timeless when we bring refreshment, value,
joy and fun to our stakeholders then we successfully nurture and protect our brand,
particularly coca-cola. That is the key to fulfilling our ultimate obligation to provide
consistently attractive to the owner so four business.
More then a billion times every day, thirsty people around the world reach for coca-cola
products for refreshment. They deserve the highest
Quality every time. Our promise to deliver that quality is the most important promise we
make. and it involves a world-wide , yet distinctively local , network of bottling partner ,
supplier , distributor and retailers whose success is paramount to our own. Our investment
in local communities in over 200 countries totals billions of dollars in jobs, facilities,
marketing, the purchase of local good and services, and local business partnership. Always
and every where , we pursue continuous innovation in the products we offer the processes
we use to make them, the package we develop and the way we bring them to market .

30

YOURE HEALTH & OUR BEVERAGES

There is growing confusion about what constitutes a healthy diet. With so
much conflicting information available about health and nutrition, it can be
very difficult to determine what is accurate and what is not.
The truth is that soft drink and beverages have a place in a healthy lifestyle.
A healthy diet incorporates the basic principles of variety, balance and
moderation without sacrificing enjoyment.

31

HEALTH AND OUR BEVERAGES- FACTS

Soft drinks do not contribute to diabetes.
The caffeine and phosphoric acid in soft drinks does not affect bone
health
The sugar in soft drinks does not cause children to be hyperactive.
The consumption of soft drinks has not affected calcium consumption.
Sugar consumption has not been shown to cause obesity.
The amount of sugar and calories in soft drinks is about the same as
many fruit juices

32

COCA-COLA INDIA-OUR VISION

Provide exceptional strategic leadership on the Coca-Cola India
system, resulting in customer preference and loyalty, through CocaColas commitment to them and in a highly profitable Coca-Cola
corporate branded beverages system.

33

THE COCA-COLA-MISSION
THE BEST GLOBAL COMPANY
The mission of Coca-Cola Co. is to increase shareowner value over time. The
Co. accomplishes the mission by working with its business partners to deliver
satisfaction and values to its customers, through world wide system of
superior brands and services, thus increasing brand equity on a global basis,
create consumer products, services and communications, customer service and
bottling strategies, process and tools in order to create competitive advantage
and deliver superior value.

LITERATURE REVIEW

34

STRATEGIES ADOPTED BY
COCA-COLA

COCA COLAS
GLOBALIZATION STRATEGIES
35

The Coca Cola Company is global player and approximately 70 percent of its volume and
80 percent of its profit come from outside the United State of America. Although it was
perceived as a standardized brand across the world, Coca Cola had been quietly fine turning
its international marketing strategies to suit the needs of individual national markets. Only
the brands Coca-Cola, Sprite and Fanta were marketed globally. In Latin American and
Europe, where a heavy consumer preferred existed for lemon lime and orange sodas. Coke
had developed a wide range of formulations and flavors to cater the needs of different
countries. In Indonesia Coke had been selling pineapple and banana flavored sodas which
had been carefully developed to suit local preferences. In Japan, Coca-Cola had added a
coffee drink called Georgia and energy healthy drink named Aquarius to its product line. In
India, the Coca-Cola Company acquired the brands Limca, Maaza and Thumbs Up in 1993.

SOFT DRINK PENETRATION IN THE UK

VIS-A-VIS INDIA

36

CSD penetration in Britain, a nation of 63.23 million, is almost 100 percent. There is
nowhere that marketers can go with their cans. Compare this to India, an emerging market
of 1 billion people where penetration at national level is 13%. In rural India, it is less than
5%. The per capita consumption of soft drinks (calculated as liters of soft drink per head
per year) in the UK is 203 while in India it has moved to nearly 7 from less than 1 pre1990. There is plenty of room still for an upsurge since this level is lower than other
emerging economies in South Asia, such as Pakistan at 19, Sri Lanka at 23, the Philippines
at 175 and Thailand at 100.

AFFORDABILITY: A KEY ISSUE IN INDIA

Affordability is the primary reason behind the low penetration of CSDs in India. They
attract high taxes, being treated as luxury goods by the Indian government. This makes
them one of the most expensive impulse foods for single serve consumption vis--vis others
in the same category like chocolates, biscuits, ice-creams and wafers, all of which have a
much lower entry price point. This makes CSDs unaffordable to a vast majority of Indian
consumers, a country with per capita income of
$300
This apart, CSD consumption is extremely seasonal, skewed to summer and mainly outside
the home. Since a large proportion of women are confined to home, soft drink penetration
among women is much lower. Also, India with long spells of scorching heat has problems
with cooling infrastructure. fast moving consumer goods outlets in India, soft drink outlets
make up less than one third, many of whom dont own electrical cooling equipment.

37

MORE FIZZ IN INDIA THAN IN THE UK

The low penetration of CSDs in India presents a huge opportunity for Coca-Cola and Pepsi
(these are the only two beverage companies in India) to grow the category. Coke, for
certain, is pushing the brand in emerging markets like India and China rather than in mature
markets like the UK. For instance in India, both are focused on extending distribution into
rural regions. This explains why they spent millions of rupees introducing smaller packs,
200ml bottles, at a cheaper price. Developing low cost home packs and creating numerous
occasions to drink CSDs are also part of the new strategy.

CSD GROWTH CHART: INDIA

The soft drinks market in India has registered significant growth rates after the liberation of
the economy in the early 90s this phase of liberalization brought PepsiCo to Indias shores
in the 1989 and Coca-Cola for the second time in 1993. (It had exited from the country in
1977 when the then socialist government obliged foreign companies to shed majority stakes
in favor of growth, in healthy double digits, through the first half of the 90s but has
declined to single digit level in the last few years. This is due to three reasons: the general
economic slowdown, frequent price increases in the last 3 years and the emergence of
cheaper alternatives such as powdered concentrates and bottled water.

38

COKE& PEPSI IN INDIA: A BRUISING COLA

WAR
Coke and Pepsi together spend 40 million pounds annually in outdoing one another. Even
though the potential of carbonated drink is enormous in India, coke is not banking on CSDs
alone to fuel growth. A lesson well learned from developed markets like the UK. It has
entered new areas like kinley water, Georgia tea and coffee and its Sun fill dilutable drink.
These are its biggest growth engines in India at the moment. In fact, from single-serve
water bottles, Coke has now moved into the 20-litre home packs, which has given it
substantial market share. It is number two in the water business next only to the homegrown Bisleri.

Pepsi, like its counterpart in the UK, has been a laggard in this respect. Even though it has
launched Aquafina water in India, Pepsi does not seem to be pushing it. It has no presence
in the dilutable category.
But in contrast to the UK, the Pepsi brand has a huge presence in India, both in volume and
brand image. In fact, its exemplary marketing acumen took it ahead of Coke in the early
days and, even today, Pepsi and Coke are running neck and neck in cola shares-explaining
the high pitch cola war on the Indian soil.

39

OBJECTIVES OF THE STUDY

To study the promotional policies of the beverage companies onto various highways.

Study the comparative adds promotion by Coke in respect to Pepsi.

Analysis regarding displays set up on the highways by the companies in order to induce
the sales.

Study for designing the budget requirement of the company for the coming year mainly
focusing marketing of the product.

Basically survey on the type of promotional setback faced by their product not
representing up to mark performance.

40

RESEARCH
METHODOLOGY

41

RESEARCH METHODOLOGY
Research Methodology is a way to systematically solve the problem. It may be understood
as a science of studying how research is done scientifically. In it we study the various steps
that are generally adopted by the researcher in studying his research problem along with
logic behind them. It is necessary for the researcher to know not only the research
methods/techniques but also the methodology used. Researchers not only need to know
how to develop certain indices or tests, how to calculate mean or median or mode, how to
apply particular research techniques but must also know which of these methods or
techniques are relevant and what would they mean and indicate and why. Research process
consists of series of actions or steps necessary to effectively carry out the research.

RESEARCH DESIGN:
The function of research design is to provide for collection of relevant evidence with
minimal expenditure of time, effort and money. I followed the census method as I did daily
route riding along with the executives and the salesmen. I got opportunity to meet and
interact with each one of the retailers and closely came to know specific need of the
promotion of Coca-Cola in the market as a whole. I covered the distribution area under
highways at Delhi, Ghaziabad and other areas of NCR region. Under the supervision I got
number of relevant data from on spot inspection and personal observation.

42

METHODS OF DATA COLLECTION:

Observation and interaction with the retailers provided me in depth knowledge about the
availability of changes in promotional items provided by Pepsi and Coca-Cola by the
distributors. I collected all vital data from the outlets visits and survey during my summer
training and which would be of high consideration regarding the designing of the coming
years marketing budget by the Coca-Cola Company.
The survey sheet was instantaneously equipped of data duly observed by me and in a
systematic manner. The data thus inculcated is through Primary Source by Personal
Interviews, Enquiries and Observation. The responses thus received were also encouraging
on my behalf and as well as the company.

1.

MARKETING RESEARCH OBJECTIVES:

a.)

To undertake a market study to know the Coca-Cola promotion

on the highways.

b.)

Comparative sales promotion (accessories) analysis with regard

to Pepsi and Coca-Cola.

2.

TYPE OF STUDY

: EXPLORATORY

3.

RESEARCH AREA

: DELHI-NCR

SOURCE OF INFORMATION

: (PRIMARY)

43

In this type of data collection mode the interviewer uses the wording and order that seems
most appropriate in the context of each interview. These interviews are useful in obtaining a
clearer understanding of the problem and determining what areas should be investigated.

DATA COLLECTION INSTRUMENT : (SURVEY SHEET)

There are several ways of collecting the information considerably in the context of money
costs, time and other resources at the disposal of the researcher. I collected data for my
project work through the medium of Survey Sheets In this method I got the prepared sheets
from the company comprising of relevant questions related with my project. Then I
contacted respondents on their shops along with the sheets for collecting the information.

6.) RESEARCH APPROACH: (SURVEY METHOD)

7.) SAMPLING PLAN:
Sample design is a definite plan determined before any data are actually collected for
obtaining a sample for a given population. The sample design to be used must be decided
by the researcher taking into consideration the nature of inquiry and other related factors.
I have paid attention on the following points while designing the sample:
a) Target population
b) Sample Unit
c) Sampling Size

44

SURVEY
TERMINOLOGY

45

a).

TARGET POPULATION:

The population of the study consisted of retailers and dealers. Target population was taken
from the city of Delhi-NCR.

b).

SAMPLING UNIT:

Random sampling was chosen that is where any outlet of the whole population was likely
to be selected as any other outlet that is all the outlets of the population have equal chances.
Shops pursuing promotional tools (both dealers and retailers) in Delhi-NCR.

c).

SAMPLE SIZE:

A total of 200 shops were observed from the city Delhi-NCR.

d). SAMPLING METHOD:

Purposive Sampling

46

THE DATA REGARDING:

How the accessories can be acquired?

When the accessories did come into distribution channeling?

Were the retailers informed on the distribution?

What encouraged them to posses the accessories?

Are they enjoying back up from the company for promotional activities?

The time constraint was also prevalent as there was not abundant time for a detail study to
be conducted among the retailers and dealers.
The financial limitations could also be felt as the funding regarding the survey was not
subjected which lead to a lack in an in-depth study to be undertaken.

47

MARKET
PROMOTION
ANALYSIS

48

MARKETING MIX & STRATEGY

Marketing mix of any organization consists of 4 Ps i.e.

Product, price, place and

promotion having its own significance, that varies from one organization to the other. in
coca cola the information about all the 4 P`s that can be available to me is given here:

PRODUCT: Product mix of coca-cola consists of the various brand packs and flavor given
in the table. Product strategy of the coca-cola is to promote all brands available in the brand
packs and to introduce the product in new flavor is also introduced.

PRICE: Regarding the pricing policy or the price to the distributor is not disclosed to me,
but as done for the different product of the company, company has priced the product same
as that of its major competitor or the market leader.

PLACE: The coca-cola company in India is governed from its corporate office located at
Gurugram in Haryana. It governs the working of five zones covering whole India these
zones are north zone , eastern zone , western zone , southern zone and Andhra Pradesh
zone . These zones are divided in to various. Plant, which govern the area assigned to them.
The area is the various distribution centers called distributors and C&F agents. Then come
the retailers / customer for the companys product,
They receive goods from distributor and c&f agent. Finally consumer is there, having the
product from the consumers shops or delivered to their home, it is more clearly visible

49

through this chart. The coca-cola company, which gave its reach to the mouth of billion of
people all around the world having a wide distribution, network. In India, the pace and
Speed at which coca-cola has widened its business is really amazing. Distribution network
is the biggest strength of the company.

PROMOTION: this past of the marketing is playing a very vital and important role in
the current situation in India. Looking at the competition and promotion and advertising
budget of both the companies coca-cola and Pepsi, one can easily estimate the importance
of this. The promotion mix of coca-cola is divided in to top line promotion and below the
line promotion.

Top line promotion includes the promotion designed and done by the companys
corporate office of Gurugram and the office of Bombay T.V ads , design of banner , and
other p-s done by the company simultaneously all around India with no difference in
designs etc fall in this category . Below the line promotion includes the promotion
schemes, publicity material, POS display done by the company from zonal, plant, sale
manager and area sales manager level. At the sales manager and area sales manager level
the promotion done exclusively for the cities in their respective area and other POS
display.

50

OUR BRANDS

Wouldnt you to know what Apricot, Coffee, Lychee Nut, Orange, Cola Mix and Sour
Cherry beverages taste like?
One of the most popular areas of the world of Coca-Cola, our Cos. Atlanta attraction, is
Taste of the World, the opportunity to sample some of the many beverages we
produce. As the global leader in the non-alcoholic beverage industry, we offer nearly
300 brands across almost 200 countries. Many of these brands, including soft drinks,
fruit juices, bottles water and sports drinks, are only available in specific reason for this
is simple: different people like different beverages at different times, for different
reasons.
So pour yourself a virtual glass of something you have never experienced before. Take a
look at some of the many brands we offer to people around the world.

51

COCA-COLA:

Coca-Cola is the most popular and biggest selling soft drink in history, as well as the best
known product in the world. Created in Atlanta, Georgia by Dr. John S. Pemberton, CocaCola was first offered as a fountain beverage by mixing Coca-Cola syrup with Carbonated
water. Coca-Cola was registered as a trademark in 1895. Coca-Cola was being sold in every
state and territory in the United States. In 1899, the Co. began franchised bottling
operations in the United States. Today, you can find Coca-Cola in virtually every part of the
world and the Coca-Cola Co. has more than 230 beverages to its portfolio.

52

DIET COKE

Looking Good and Tasting Great

Diet Coke was born in 1982 and quickly became 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 Coca-Cola light in other countries; its now the No.3 soft drink in the
world. Its the drink for people who want no calories, but plenty of taste. Ad campaigns
around the world for diet coke share a playful, sophisticated and sexy attitude.
Visit our Audio/Video-center to witness how the Diet Coke North American ad
campaign celebrates the real and human attributes that make people alluring in the eyes
of others.

53

FANTA:

Zyada Fanta Zyada Fun

The Coca-Cola Co. acquired a favorite in Europe since the 1940s, Fanta in 1960. Fanta
Orange is the core flavor, representing about 70% of sales, but other citrus and fruit
flavors have their own solid fan base.
Consumers around the world, particularly teens, fondly associate FANTA with
happiness and special times with friends and family. This positive imagery is driven by
the brands fun, playful personality, which goes hand in hand with the bright color
(particularly orange), bold fruit taste, and tingly carbonation. Fanta sells best in Brazil,
Germany, Spain, Japan, Italy and Argentina. Fanta distribution was increased in the
U.S. in 2001 with the return of four flavor: Orange, strawberry, pineapple and grape.
Orange, the biggest seller, is now available in most of the country.

54

LIMCA:

Pyaas Badhao

This thirst quenching beverage features a fresh, light lemon-lime taste and fun-loving
attitude. Its a homegrown, national treasure in India, where the Coca-Cola Co. acquired
it in 1993. The products invigoration taste and cloudy look havent changed, but the
brand has been revitalized with a new marketing campaign. Limca continues to build a
loyal following among young adults who love the lighthearted way it compliments the
best moments of their lives. Its also become a hit in many Persian Gulf countries. Grab
a Limca and go.

55

MAAZA:

Yaari Dosti Taaza Maaza

with the real fruits taste kids love, plus added calcium, Maazas tagline, Yaari-Dosti
Taaza Maaza means Friendship moments with fresh Maaza in Hindi. Maaza was
introduced in India in 1984 as a no carbonated mango fruit drink. It was acquired by the
Coca-Cola Co. in 1993 and is currently available in three flavors, mango, pineapple and
orange plus added calcium.

56

SPRITE:

Seedhi Baat No Bakwas

Introduced in 1960, Sprite is the worlds leading lemon lime flavored soft drink.
Sprite is sold in more than 190 countries and ranks as the No.4 soft drink
worldwide, with a strong appeal to young people. Millions of people enjoy Sprite
because of its crisp, clean taste that really quenches your thirst. But also has an
honest, straightforward attitude about things that sets it apart from other soft drinks.
Sprite encourages you to be true to who you are and to obey your thirst.

57

THUMPS UP:

Aaj Kuch Toofani Karte Hain

Thumps Up is the leading carbonated soft drink and most trusted brand in India,
originally introduced in 1977, it was acquired by the Coca-Cola Co. in 1993. It 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.

58

COMMITMENT TOWARDS INDIAN BRANDS

Coca-Cola India (CCI) has implemented aggressive strategies for all the five brands
acquired from Parle. The strategies adopted are in concern with the long term plans of
Coca-Cola India. The Coca-Cola Co. is the worlds largest beverage Co. and is the leading
producer and marketer of soft drink. The Co. markets 4 of the worlds top 5 brands,
including Diet Coke, Fanta Sprite.
As the 200ml returnable Glass Bottle (RGB) has become the popular package size of the
Indian Carbonated soft Drink Industry. Thumps-up and limca are now available in 200ml
RGB, 300ml RGB, 500mlPET, 2lt PET, 330mlcans thus , along with Coca-Cola and Fanta,
the Indian consumer has a choice of 4 brands in cans. Collectively, the choice in package
sizes available to consumers is now wider than ever before. This has also generated
incremental volume growth at the retail level adding positively to the per capita
consumption in the country.
While thumps Up has always been Indias leading Carbonated soft drinks, Limca is the No.
1 brand in the cloudy lemon segment. From 1993 till date, inputs in both the brands ran the
gamut in advertising to packaging, raising brand awareness to unprecedented levels. The
investment in acquiring these brands and the proceeding inputs there in has seen these
brands grow admirably. While Thumps-up has grown over 50% over the last 3Yrs , Limca
has grown over 20%.Thumps-Up recorded a phenomenal growth of 54% in the Mumbai
market in March 1997, the first month of the launch of the new logo. The new logo that has

59

a strong streak of blue speed lines adding a powerful element of speed and adventure was
featured on 500ml refillable thunder Pack bottles. Research conducted by research
International in Mumbai showed that 84% of Thumps-Up consumers preferred the new
logo to the old one.

60

COCA-COLAS: CREATIVITY IN ADVERTISIMENT

COCA-COLA:
Thanda Matlab Coca-Cola

This ad is creative in the sense that, while enjoying they can use the word Coca-Cola in
the place of Thanda. The word thanda has been made to be synonymous to Coca-Cola.

The Ad is made to target the common people who wish to quench their thirst by just asking
for any brand instead of Coca-Cola. While doing such they may extend their taste, behavior
$preference towards Coca-Cola. The main theme of this slogan is to make the brand
common for every person and at every time.

61

THUMPS UP:
Aaj Kuch Toofani Karte Hain

This advertisement is also creative. The slogan itself refers the thundering idea. It
challenges the teenagers for the taste. It is well known that todays youth want to do
something extraordinary. They want to show themselves superior. So company is exploiting
the mentality of todays youth that the product is for them who want to accept the
challenges.

SPRITE:
Seedhi Baat No Bakwas

The creative advertisement refers that dont go on exposure. Try to go on rationality. It

made for those people who want to do their work by their own opinion and taste.
Now a days everything is full of exposure that is made to attract the people and such types
of products always give the dissatisfaction among the people. Therefore the worlds biggest
soft drink company has made a product for the man who doesnt try to go on exposure and
who always believe in rationality i.e. sprite.

62

LIMCA:
Pyaas Badhao

It is well known that lemon in used to over come the stress as well as it helps in digesting.
Regarding this truth Coca-Cola made its product Limca, to follow the principle of lemon.
To refer that if someone is in the depth of stress and strain and he want to refresh himself,
he must go on lemon flavor, Limca is the best.

63

COCA-COLA INDIA- OUR VISION

Provide exceptional strategic leadership on the Coca-Cola India system,
resulting in consumer and customer preference and loyalty, through CocaColas commitment to them and in a highly profitable Coca-Cola corporate
branded beverages system.

64

THE COCA-COLA MISSION

THE BEST GLOBAL COMPANY

The mission of Coca-Cola co. is to increase shareowner value over time. The co.
accomplishes the mission by working with its business partners to deliver satisfaction and
value to customers and consumers through world wide system of superior brands and
services, thus increasing brand equity on a global basis, create customer products, services
and communications, customer service and bottling strategies, process and tools in order to
create competitive advantage and deliver superior value.

HIGHWAY ANALYSIS

An indigenous effort on the behalf of the surveyor in order to be very cautious while
collection of the raw data that is of primary nature of promotion at highways.
This highway is a part of the study undertaken on behalf of the Coca-Cola Co. in order
to help it design out its next coming years marketing and advertising are performed in
order to capture the psychological attention of the passed by in order to refresh them.

65

SURVEY TERMINOGY
(1) SHOP NAME

: Name of the Outlet.

(2) AREA

: Route break- through being covered.(Market Area Studied)

(3) GSB

: Glow Sign Board.

(4)DPS

: Dealer Printed Sign Board.

(5) COUNTERS

: Metallic/Wooden Counters With Companys printing.

(6) TABLE-CHAIR

: Molded Furniture along Umbrellas various restaurants.

(7) WALL-PAINTING

: Outlet containing Co. painting on the wall for

promotion.

(8) SGA

: Sales Generating Assets.*Refrigerator. * Ice

Boxes

(9) RACK

: Various types of racks holding the display of

the companys product.

66

MARKET PROMOTION ANALYSIS

The research approach being followed in Delhi-NCR was regarding the supervision of
various outlets, which is one of the major consumable highways. There was a special
inspection done onto the statistical need of various sales promoting accessories being
provided to the retailers.

The distributing unit covers the over all supply to the market with his efficient sales force
in application. The unit here has a daily requirement of 550 carets of 200ml &300mlof
Coke, Thums Up, Fanta, Limca and Sprite. Whereas the pet consumption is concerned, the
scenario is:-

500 ml 65 packs.

2 ltr. - 30 packs.

1ltr. - 70 packs (Kinley- Distilled Water)

# THUMBS UP being the most demanded range of soft drink.

67

TABLE-1
Various consolidated figures representing the share of both COCA-COLA and PEPSI in
Delhi-NCR.
CATEGORY

COCA-COLA

PEPSI

GSB

20

DPS

18

COUNTER

23

WALL PAINTING

13

35

SGA

35

43

RACK

18

24

TABLE-CHAIR &
UMBRELLA

Total Number of outlets: 71

68

TABLE-II

Similar consolidated data in respect of the market share of both COCA-COLA and PEPSI
in the city of Ghaziabad.
CATEGORY

COCA-COLA

PEPSI

GSB

83

67

DPS

23

15

COUNTER

39

42

11

WALL PAINTING

59

41

SGA

64

53

RACK

73

61

TABLE-CHAIR &
UMBRELLA

Total Number of outlets: 121

69

70

FINDINGS & ANALYSIS

71

GLOW SING BOARD

The study here revealed that usually the outlets had GSBs distribution at a large scale but
they did not cover the entire area. Coca-Cola though had a good promotional share but
Pepsi was not far behind and also gave a challenging stand. Being an era that did not had an
outstanding exposure the outlets were of small entity and were provided with the GSB.

COCA-COLA

83

PEPSI

67

72

DEALER PRINTED SIGN BOARD:

Under the area study it could be seen that both Coca-Cola as well as Pepsi did not provided
DPSs at various outlets, as it is a general view that they are being given at large consuming
outlets. But taking in consideration the market potential here not many of the outlets could
claim such accessories. In all the distribution of it is not lead emphasis thereon by the
companies

COCA-COLA
PEPSI

23
15

73

COUNTERS:-

During the study it was observed that over the entire the market region under this category
the COCA-cola CO. FELL BEHIND Pepsi and also the total distribution was not even.
Many of the outlets were at commercial places that induced the framework of their own
private interior where there is no scope of counters. They are most needed at Pan Bhandar,
Juice Corner or Sweet Shop which are rarely big consumption units.

COCA-COLA

39

PEPSI

42

74

TABLE- CHAIR- UMBRELLA:-

While covering the entire area it was very surprising to know that the companies had no
satisfactory performance out there. Coca-Cola having plant over this route also did not lay
any outstanding effort. This category resembled a very meager growth here and hardly
makes any sense providing it to such places where you cannot bring about any difference in
the promotion of the product.

COCA-COLA
PEPSI

11
6

75

WALL PAINTING:

On the survey duration it was observed that in such areas where after every (5-7) a new
small started, where we generally know that people follow signs & painted advertisement.
Thus a close stand by Pepsi was seen and the outlets experienced mostly either Coca-Cola
or Pepsi. But the share of it could not be seen much as the people are already aware of both
the enterprises.

COCA-COLA

59

PEPSI

41

76

SALES GENERATING ASSET:-

They are the assets being categorized, which play a vital role in preservation of the products
refrigerators or iceboxes. Many of the outlets do had them in abundance but others had to
only feed upon one of them. This being the most essential requirement for outlet one who
stocks soft drinks as no one is going to purchase a hot one. A handsome distribution follow
onto the outlets can be seen which also sometimes make people aware of advertising being
done through this source.

COCA-COLA

64

PEPSI

53

77

RACKS:-

The entire survey dealt with the distribution of accessories, which are one of the essential
ones to have an impressive promotional outlay. Among the best reviewed one was racks
which have been provided at non-accountable reason, which shows that people may place it
at & mark as symbol promotional induction to the retailers.

COCA-COLA

73

PEPSI

61

They compete vigorously, and at the same time they cooperate smartly with their strategic
partners in their supply and distribution chain.

Every company has a set of department to viewing it as a system for managing core
process. Company must manage and master such basic process order generation to order
fulfillment.
In modern marketing discipline mass market are fragmenting in micro- market, multiple
distribution channel are replacing single channel, price discounting and sales promotion.
Designing the best marketing mix To make a sale there is growing emphasis on designing
the best relationship mix for winning and keeping customer. Good customer are an asset

78

which, when will managed and served, will return a handsome lifetime income stream to
Co.

Relationship marketing is not only a company drives to bond better with their consumer.
Companies also develop mutually profitable relationships with their retailer, supplier and
distributor. If the Co. squeezes its retailer profit unduly, it forces too much product on
distributor the Co. will fail. Smart companies check & balance with their supplier and
distributor in the drive to better serve their ultimate customer.
And marketing, at its best goes beyond meeting existing customer needs. Good company
will meet needs; and great companies will create a market.

79

TABLE-III

Marketing promotional data being collected through daily survey as to the scenario of both
Coca-Cola and Pepsi and inspecting the need of the promotional accessories therefore. The
entire highway market being studied starting from Dasna to UP Gate.
COCA-COLA

PEPSI

NONE

GSB

39

15

DPS

31

18

COUNTER

28

27

TABLE-CHAIR &
UMBRELLA

44

WALL PAINTING

31

17

10

SGA

29

26

RACK

27

29

CATEGORY

Total Number of Outlets: 58

80

GLOW SIGN BOARD:Being a small market equipped of various small shops and cool corners they mostly
possessed the GSBs. While at some big outlets there may be 2 or more. Taking into
consideration this market Pepsi has a high competitive share with Coca-Cola, which need to
be taken care of.

DEALER PRINTED SIGN BOARD:Many of the outlets were provided the DPSs while the market promotional activities had
been conducted. Pepsi though behind Coca-Cola in this category had not lead down much
emphasis on it. Usually found at bigger outlets that do bulk stocking of the product as the
companys advertising is being featured on it.

81

COUNTERS:Both Pepsi as well as Coca-Cola go hand in hand under this criterion. On regular basis the
counters of Coca-Cola were distributed earlier and Pepsi made its distribution later, which
was observed as a result that the later ones seemed new. The counters do add to the outlets
initial impact at the consumer, which attracts him to make the purchase.

TABLE- CHAIR-UMBRELLA:In the market of Ghaziabad theres a limited scope for these accessories as they are found
mostly at open air restaurants having large premises. The restaurants here are not much
sophisticated with gardens or compounds having place to put in Umbrellas, etc. also a
major share of the market is left untouched by such provisions that may flourish in near
future.

82

WALL-PAINTING:-

Various sweets corners and cooling points at the market bore it. Recently Coca-Cola
revived the entire market painting and turned the whole market in red. Thus, at various
Pepsi outlets even the retailers got their display and walls painted red with Coca-Colas
advertisements.

SALES GENERATING ASSET:There is high demand of refrigerators by the retailers, as they want to have an increase in
the number of SGAs to stock more. Both Coca-Cola and Pepsi had already provided each
at their respective corners. Under this segment both of them have near about stand this
being one of the basic necessities.

83

RACK:Under this category its Pepsi who has taken the lead as a result of their recently organized
rack distribution scheme. The retailers in return had to purchase additional stock for display
on the racks in turn of PET bottles. They do play a major role in the display of the product
outside the cool corners and helps in attracting the consumers

84

EXPLANATION

1)

GSB- GLOW SING BOARD:

It is a display board or hoarding bearing the promotional advertisement of the respective

product of the company. The companies for their product promotion and sales enhancement
usually provide them.

2)

DPS-DEALER PRINTED SIGN BOARD :

Display boards of the same nature with an additional feature of the retailers name or the
outlets name being mentioned on them, in order that the sponsors bear the value addition
on the behalf of the company. Usually provided to stockiest who have large consumption of
the product.

3)

COUNTERS:

Wooden or metallic framework provided by the company to the exclusive outlets which
either stock in bulk or which are particular brand outlets. The company in return promises a
certain fixed stock supply for a certain time period. The counters bear the companys
advertisements as a source of marketing promotion.

85

4)

TABLE- CHAIR- UMBRELLA:

Molded furniture of plastic is being provided at various open-air restaurants or dhabas for
the convenience of the customers while their visits. In return the company achieves product
promotion as well as retailers satisfaction. They can also be seen at various street side cafes
and juice corners.

5)

WALL PAINTINGS:

Painting of the brand advertisements on the walls of the outlets, which in result attract and
remind the consumers about the product. This makes the consumer aware of the popularity
and promotional effort made on the behalf of the company.

6)

SGA-SALES GENERATING ASSET:

Under this category we generally head the refrigeration, visicoolers, and even the old
designed iceboxes. On the other hand it enables to motivate the retailers for better sales on
companys behalf.

86

7)

RACKS:

They are different types of plastic or material holders, which are used for the display of the
pet and other glass bottle. This creates a healthy exposure of the products, remembrance to
the ultimate consumers.
These all help in generating the companys brand image at different levels:

Market

Retailers

Consumers

87

LIMITATIONS
The HIGHWAY SURVEY being conducted as the project work under Hindustan CocaCola Beverages Pvt. Ltd. Mainly dealt with the following limitations:-

1.

The survey report that was conducted had a pre-defined boundation of

interviewing the retail outlet owners. Its based on simple observational
analysis which may lead to deflection at the time of conclusion arrival.

2.

The survey sheet being designed had a limited scope of primary data
coverage only. It did not take into consideration the availability of supply
and Co ground on which it decided upon the provision of distribution of
the promotional accessories.

During the entire survey the retailers willingness for acquiring the
accessories in accordance with the schemes followed with them could not
be noticed. This could be one of the reasons of the non-appropriate
promotional efforts in making awareness among the customers.

88

CONCLUSION
1) Various retailers have an enormous demand for better GSBs and in many cases
of DPS for a better, impressive outlet look to attract consumers.
2) The endless demand of visicoolers in order to store large quantity of stock as a part
of marketing and distribution promotional function of the company is studied
therein.
3) The steady flow of the companys promotional accessories could be felt irrespective
of the consumption of the outlets of the product. For example: racks, counters, sign
boards, etc.
4) In a competitive environment the company got to study the schemes of their closest
rivals, which they followed and in return fulfilled, the needs regarding their outlet
set up.
5) Timely check up of the proper usage of the Cos assets (SGA) being made as well as
their malfunctioning is rectified.
6) Misuse of Coca-Cola SGAs should be brought into consideration as a retailers,
stock, other companies, stock and depreciate the demand of the source company.

89

7) The arch rivals product study can be entertained from the retailers and the privilege
on their part is known which helps in formulation of better marketing promotional
schemes
8) Pepsis regular stockholders can be traced and broken up by providing motivational
introductory offers enhancing the market capture.

9) Coca-Cola should try to make arrangements so that the marketing representatives

would visit the retail outlets regularly and try to solve the retailers, as well as the
distributors, problems which they usually face during the peak season.

10) Better efficient sales representatives are appointed to update the retailers about the
schemes in comparison to Pepsi. This would encourage a curiosity regarding the
Coca-Cola schemes among them.

The complaints of the retailers be studied and paid attention of the highest degree to ensure
better market capturing.

90

BIBLIOGRAPHY
BOOKS

Kothari Philip, Marketing Management, Prentice Hall India, New Delhi.

Kothari C.R, Research Methodology, Wishwa Prakashan, New Delhi.

MAGAZINES & NEWSPAPERS

Business World

Business Today

Outlook

The Times of India

The Hindu Business Standard Line

The Economic Times

WEBSITES

www.cocacola.com.

www.coca-colaindia.com

www.marketingstrategies.com

www.softdrinks-india.com

91

www.coke.org

ANNEXURE

QUESTIONNARE
Route No. :Name of outlet:Contact person:
Address:1 . Type of Channel:(A) Eatery

(b) Grocery

(c) Convenience (d) Institute (e) Other

2. Infrastructure of retail outlet :(A)

Pepsi
(i)

Coca-Cola
(i)

(b)Vision/oye

(ii)

(ii)

(c) Ice box

(iii)

(iii)

(d) Signage

(iv)

(iv)

(a)

Empty

3. Pack availability of a daily average sale:(B)

Pepsi

Coca-Cola

(a)

200ml

(i)

(i)

(b)

300ml

(ii)

(ii)

(c)

500ml

(iii)

(iii)

92

(d)

2000ml

(iv)

(iv)

(e)

Aquafina/Kinley

(v)

(v)

93

4.

Facilities provided by company:

Facilities

5.

(i)

(i)

(b) Credit

(ii)

(ii)

(c) Empty loan

(iii)

(iii)

(d) Other

(iv)

(iv)

Types of Status:
(b) Coca-Cola monopoly

(c) Mix

Which company product do you sell more?

(a)

7.

coca-Cola

(a) Cash Discount

(a) Pepsi monopoly

6.

Pepsi

Pepsi

(b) Coca-C0la

(c)

Both

Why do you prefer Pepsi /Coke or mix (please. Rank it):

(a)

Consumer demand

(b)

Service

(c)

Scheme

(d)

Personal

relationship

with

employee
(e)

Facility provided by the company

(f)

Relation with root agent

94

company

(g)

Company staff frequently visit

8. Retailer satisfaction regarding service:

(i) Which company provides better delivery?
a)

Pepsi

(b)

Coke

(c) Both

(d)

None

(ii) Which company vehicle arrives on time?

(a)

Pepsi

(b)

Coke (c)

Both (d) None

(iii) Which company provides better service in emergency?

(a) Pepsi

(b)

Coke

(c)

Both

(d)

None

(iv) Which companys vehicle is more regular in visit?

(a)

9.

Pepsi

(b)

Coke

(c)

Both

(d)

None

Retailer satisfaction equipment:

(i)

Which company provides better scheme (vise/oye)

(a)

Pepsi

(ii)

Which company provides better scheme for ice box?

(a)

Pepsi

(b)

(b)

Coke (c)

Both

Coke (c)

(d)

Both

(d)

None

None

10.

Retailer satisfaction scheme:

(i)

Which company comes out with good schemes?

(a) Pepsi (b)

Coke

(c)

Both

(d) None

(ii) Which company executes its marketing scheme?

(a) Pepsi (b)

Coke

(c)

Both

(d)

None

95

(iii)

Which company provides better option for marketing scheme?

(a)

Pepsi

(b)

Coke

(c)

Both

(d)

none

(iv) Which company offers other trade schemes?

(a)

Pepsi

(b)

Coke

(c)

Both

(d)

None

(v) Which company offers more value trade scheme?

(a)

Pepsi

(b) Coke

(c)

Both

11.

Regular satisfaction relationship:

(d)

None

(i) Which companys route agent behaves more supportively and professionally?
(a)

Pepsi

(b)

Coke

(c)

Both

(d)

None

(ii)

Which companys official visits more frequently?

(a)

Pepsi

(iii)

Which companys officer provides better solutions?

(a)

Pepsi

(b) Coke

(c)

(b) Coke (c)

12.

Problems (if any):

13.

Suggestions (if any):

Both

Both

(d)

(d)

96

None

None

97