SUMMER INTERNSHIP PROJECT REPORT

ON
A STUDY ON STATUS OF SALES OF COCA-COLA
PRODUCTS IN RURAL VISAKHAPATNAM

SUBMITTED BY
K.M.S.SRIHARI
1501013

HINDUSTAN COCA-COLA BEVERAGES

PRIVATE LIMITED
VISAKHAPATNAM

1
SUMMER INTERSHIP PROGRAM REPORT
ON
A STUDY ON STATUS OF SALES OF COCA-COLA
PRODUCTS IN RURAL VISAKHAPATNAM

SUBMITTED BY
K.M.S.SRIHARI
1501013

Post-Graduation Diploma in Management Retail Marketing

Institute of Public Enterprise

Shamirpet, Hyderabad
2015 - 2017

2
 DECLARATION

I, K.M.S.SRIHARI of PGDM, roll no. 1501013, hereby declare that this project, titled A study
on the status of sales of coca cola products in rural areas in visakhapatnam under the guidance of
COCA COLA. Submitted to the Department of Post-Graduation Diploma in Management
(Institute of Public Enterprise) is my own work based on information collected from various
authentic sources and it has not been submitted to any other university or institutions for the
award of any degree/diploma.

Date : Signature,
K.M.S.Srihari

3
 CERTIFICATE BY MENTOR

This is to certify that the Marketing project titled A study on the status of sales of coca cola
products in rural areas in visakhapatnam under the guidance of COCA COLA.is a bonafide
work carried out by , student of Post-Graduation Diploma in Management (PGDM).
It was undertaken during the academic year 2016 in partial fulfillment of the requirements of the
award of degree of PGDM.
This is the students own work and has been done under my supervision and guidance.

Date
(Dr.P.S.Janaki Krishna)
Mentor

4
 ACKNOWLEDGEMENT

I would like to express my sincere gratitude to all the members, those who helped me in
successful completion of my project.

I express my sincere thanks to Radha Krishna sir, ASSISTANT SALES MANAGER, OF

COCA COLA, VISAKHAPATNAM, for his moral & academic support during the period of my
project work.

I express my sincere thanks to my esteem guide Dr.P.S.Janaki, for his moral & academic
support during the period of my project work.

K.M.S.Srihari
(Regd.No. 1502006)

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 CONTENTS
CHAPTER-1

INTRODUCTION
OBJECTIVES OF THE STUDY
SCOPE OF THE STUDY
LIMITATIONS
METHODOLOGY

CHAPTER -2

INDUSTRY PROFILE

BEVRAGE INDUSTRY IN INDIA

GLOBAL SCENARIO
INDIAN SCENARIO

COMPANY PROFILE

ABOUT THE COMPANY

ORGANIZATION STCTURE OF THE COMPANY
INDIAN OPERATIONS

CHAPTER-3

DATA ANALYSIS AND EVALUATION

CHAPTER-4

FINDINGS
CONCLUSION
REFRRENCE
WEBSITES
ANNEXURE

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 CHAPTER-1

INTRODUCTION

7
A drink, or beverage, is a liquid specifically prepared for human consumption. A soft drink is a
beverage that does not contain alcohol. Carbonated soft drinks are commonly known as soda,
soda pop, pop, coke or tonic. In the 1770s, scientists made important progress in replicating
naturally carbonated mineral waters. Englishman Goody Priestley combined distilled water with
carbon dioxide. Another Englishman, John Mervin Nooth, improved Priestleys design and sold
his apparatus for commercial use in pharmacies. Swedish chemist Team Bergman invented a
generating apparatus that made carbonated water from chalk by the use of sulfuric acid.
Bergmans apparatus allowed imitation mineral water to be produced in large amounts. Swedish
chemist Jo Jacob Berzelius started to add flavors (spices, juices and wine) to carbonated water in
the late 18th century.

Coca-Cola is a carbonated soft drink sold in stores, restaurants and vending machines worldwide
(The Coca-Cola Company claims that it is sold in more than 200 countries). It is produced by
The Coca-Cola Company in Atlanta, Georgia, and is often referred to simply as Coke or (in
European and American countries) as Cola or Pop. Originally intended as a patent medicine
when it was invented in the late 19th century by John Pemberton, Coca-Cola was bought out by
businessman Asa Griggs Candler, whose marketing tactics led Coke to its dominance of the
world soft-drink market throughout the 20th century

The company produces concentrate, which is then sold to various licensed Coca-Cola bottlers
throughout the world. The bottlers, who hold territorially exclusive contracts with the company,
produce finished product in cans and bottles from the concentrate in combination with filtered
water and sweeteners. The bottlers then sell, distribute and merchandise Coca-Cola in cans and
bottles to retail stores and vending machines. Such bottlers include Coca-Cola Enterprises, which
is the largest single Coca-Cola bottler in North America and Western Europe.

The Coca-Cola Company has, on occasion, introduced other cola drinks under the Coke brand
name. The most common of these is Diet Coke, which has become a major diet cola.

OBJECTIVES OF THE STUDY

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 The main objective of this study lies in studying and understanding Market which comprises of
retailers perception and opinion about the product 200 ML RGB.
To analyze and study in efficient way the current position of Coca- Cola Company in rural areas
in Visakhapatnam.
To perform Competitive analysis between Coca-Cola and its competitors.

SCOPE OF THE STUDY

The scope of the project is confined only to Visakhapatnam in Andra Pradesh. This study
basically tries to discover the current position of Coca-cola in the market. It also tries to
discover the preferences of the rural customers when posed with a choice between Coca-Cola
and Its other compititors.

LIMITATIONS

The study is limited to rural areas around Visakhapatnam.

The study is only confined to the study period of 2 months.
Limited access to confidential information.

METHODOLOGY

Research methodology is a systematic approach in management research to achieve pre-defined

objectives. A Research design is the arrangement of conditions for collection and analysis of data
in a manner that aims to combine relevance to the research purpose with economy in procedure.

Understanding the study of market penerataation through seasonal pricing strategies of coca
cola company

Data Source identification Understanding the existing framework

Data collection Collecting primary and secondary data through various sources

Data analysis Identifying root cause, Coming up with meaningful inferences & focusing on
the objective of the subject.

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 RESEARCH DESIGN

A research design is the specification of methods and procedures for acquiring the needed
information. It is overall operational pattern or framework of the project that stipulates what
information is to be collected from which source by what procedure.

There are three types of objectives in a marketing research project:-

Exploratory Research.
Descriptive Research.
Casual Research.

1 Exploratory Research:-
The objective of exploratory research is to gather preliminary information that will help
define problems and suggest hypothesis.

2 Descriptive Research:-
The objective of descriptive research is to describe things, such as the market potential for a
product or the demographics and attitudes of consumers who buy the product.

3 Casual Research:-
The objective of casual research is to test hypothesis about casual and effect relationships.

Based on the above definitions it can be established that this study is a Descriptive Research as
the attitudes of the customers who buy the products have been stated. Through this study we are
trying to analyze the various factors that may be responsible for the preference of Coca-Cola
products.

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 SOURCES OF DATA

The data has been collected from both primary as well as secondary sources.

SECONDARY DATA:-

It is defined as the data collected earlier for a purpose other than one currently being pursued.

As a researcher I have scanned lot of sources to get an access to secondary data which have
formed a reference base to compare the research findings. Secondary data in this study has
provided an insight and forms an outline for the core objectives established.

The various sources of secondary data used for this study are:-
Newspapers.
Magazines.
Text books.
Marketing reports of the company.
Internet.

PRIMARY DATA:-

The primary data has been collected simultaneously along with secondary data for meeting
the established objectives to provide the solution for the problem identified in this study.
The methods that have been used to collect the primary data are:-
Questionnaire.
Personal Interview.

RESEARCH MEASURING TOOLS & TECHNIQUES

The primary tool for the data collection used in this study is the respondents response to the
questionnaire given to them. The various research measuring tools used are:-

Questionnaire.
Personal interview.
Tables.
Percentages.
Pie-charts.
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 Bar-charts.
Column charts.

SAMPLING DESIGN

An integral component of a research design is the sampling plan. Especially it addresses three
questions: Whom to survey (sample Unit), how many to survey (Sample Size) and how to select
them (sampling Procedure). Making the census study of the entire universe will be impossible on
the account of limitations of time and money. Hence sampling becomes inevitable. A sample is
only his portion of population. Properly done, sampling produces representative data of the entire
population.

SAMPLE SIZE:-

i Through questionnaire 75 respondents.

ii Through personal interview 25 respondents.

SAMPLING TOOL:-

Questionnaire was used as a main tool for the collection of data, mainly because it gives the
chance for timely feedback from respondents. Moreover respondents feel free to disclose all
necessary detail while filling up a questionnaire. Respondents seeking any clarification can
easily be sorted out through tool.

Sampling Tools Respondents Number

Questionnaire Customers 75
Personal Interview Customers 25
Total 100

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CHAPTER-2

13
 INDUSTRY PROFILE

BEVERAGE INDUSTRY IN INDIA: A BRIEF INSIGHT

In India, beverages form an important part of the lives of people. It is an industry, in which the
players constantly innovate, in order to come up with better products to gain more consumers
and satisfy the existing consumers.

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 BEVERAGES

Alcoholic Non-Alcoholic

Carbonated Non-Carbonated

Cola Non-Cola Non-Cola

BEVERAGE INDUSTRY IN INDIA

The beverage industry is vast and there various ways of segmenting it, so as to cater the right
product to the right person. The different ways of segmenting it are as follows:

Alcoholic, non-alcoholic and sports beverages

Natural and Synthetic beverages

In-home consumption and out of home on premises consumption.

Age wise segmentation i.e. beverages for kids, for adults and for senior citizens

Segmentation based on the amount of consumption i.e. high levels of consumption and
low levels of consumption.

If the behavioral patterns of consumers in India are closely noticed, it could be observed that
consumers perceive beverages in two different ways i.e. beverages are a luxury and that
beverages have to be consumed occasionally. These two perceptions are the biggest challenges
faced by the beverage industry. In order to leverage the beverage industry, it is important to
address this issue so as to encourage regular consumption as well as and to make the industry
more affordable.

15
 Four strong strategic elements to increase consumption of the products of the beverage industry
in India are:

The quality and the consistency of beverages needs to be enhanced so that consumers are
satisfied and they enjoy consuming beverages.

The credibility and trust needs to be built so that there is a very strong and safe feeling
that the consumers have while consuming the beverages.
Consumer education is a must to bring out benefits of beverage consumption whether in
terms of health, taste, relaxation, stimulation, refreshment, well-being or prestige relevant to the
category.

Communication should be relevant and trendy so that consumers are able to find an
appeal to go out, purchase and consume.

The beverage market has still to achieve greater penetration and also a wider spread of
distribution. It is important to look at the entire beverage market, as a big opportunity, for brand
and sales growth in turn to add up to the overall growth of the food and beverage industry in the
economy

GLOBAL SCENARIO

Globally, carbonated soft drinks are third most consumed beverages. Per capita annual
consumption ofcarbonated soft drinks is nearly four times the per capita consumption of fruit
beverages. (Source: Data from the Beverage marketing Corporation, as reported by the Canadian
Soft drink Association).
Soft drink consumption is growing by around 5% a year, according to Global Soft drinks 2002.
(Zenith International,2002). Total volume reached 412,000 million litres in 2001, giving a global
per capita consumption of around 67.5 litres per year.

North America is the largest soft drinks market with 27 per cent of total world soft drink sales
and a consumption of 48 gallons per person per year (192 litres/ person / year). The European
market accounts for 21 per cent, with a per capita consumption of 12.7 gallons per year (50.8
litres /person/ year). The fastest growth in soft drink consumption is in Asia and South America .
Carbonated drinks are the biggest soft drinks sector with 45% of global volume. The five fastest
growing softdrink markets between 1996 and 2001 were from Asia, East Europe and the Middle
East. The five fastest developing markets during 2001 and 2006 are all expected to come from
Asia. Amongst them Pakistan is predicted to have the highest percentage growth rate while India
is expected to make sizeable volume gains,as affluence spreads to more of its vast population.
Indonesia, China and Vietnam complete the top five for future growth.

16
The overall market should hit 523,000 million litres by 2006. A continuing 5% growth rate for
soft drinks compares favourably with at best 1% for hot drinks, 2% for milk and 3% for alcohol.
(Source:Zenith International, 2002).

INDIAN SCENARIO

According to government estimates soft drink marketed in India were 6540 million bottles in
March 2001.The market growth rate, which was around 2-3% in 80s, increased to 5-6% in the
early 90s and is presently 7-8% per annum. Most of the sales of soft drinks takes place during
summers while just 5-6% of total salestake place in winters. In summers the high season lasts for
70-75 days, which contributes more than 50% of the total yearly sales. In terms of regional
distribution cola drinks have main markets in metro cities andnorthern states of UP, Punjab,
Haryana etc. Orange flavored drinks and sodas are popular in southernstates. Western markets
have preference towards mango-flavored drinks.

Major Players-Global scenario

The global soft drink industry is highly concentrated, being largely controlled by multinational
companies.Among the major players are Coca-Cola Co. and PepsiCo. CocaCola leads the
carbonated drink market in most countries in the world with 60% of the global cola market with
its flagship Coca-Cola brand. Other notable players include Cadbury Schweppes.

Major Players-Indian scenario

The soft drinks industry in India is dominated by some of the top players and the names of these
top players are given below:

Coco-Cola India

17
 PepsiCo India

Rasna International

Some of the details regarding these top soft drink manufacturers in India are given below:

Coca-Cola India: Coco-Cola Company entered into India in the name of Coco-Cola India,
which is its wholly owned subsidiary. The company was launched in India in the year 1993 and
this launch was actually a re-launch since India encouraged foreign investments in different
industries. The company has more than 1.3 million retailers and more than 7000 distributors in
India and their brands are the leading brands in the soft drinks industry in India. Some of their
popular brands in India are Thumps up, Sprite, Limca, Fanta Apple, and Fanta Orange and of
course coco-cola. Their recent introduction to the soft drink industry in India is Minute Maid
Juice.

PepsiCo India: PepsiCo is an international company that entered into Indian soft drink industry
in the year 1989 and within a short period of its entry, the company has started dominating the
Indian soft drink market. The company is operating with the vision of Performance with purpose
and the meaning of this vision is that when the business increases the value of the shares, they
become responsible for improving the society they serve and the environment whose resources
are being used by them. Thus, PepsiCo India serves the society to grow along with it. Some of
their popular products are Slice, Pepsi, Nimbooz, Mountain Dew, Mirinda and 7UP.

Rasna International: Rasna is another popular name in the soft drinks industry in India and this
company has in-depth and adequate information and knowledge on market behaviours, market
sizes, finances, government policies, project viabilities, etc.

They have emerging and huge market for their products all over the world and they have made
their mark in the food & beverages industry in India. They have introduced a wide range of ready
to make soft drinks that can be prepared at the comfort of the home of users.

On the basis of pattern of consumption, the pattern of soft drink industry can be classified into
two segments, namely based on the premises in which they are sold like cinema halls,
restaurants, shops, railway stations, etc. and the other segment is in-house consumption, which
indicates that soft drinks consumed at home by the consumers. Even though, the soft drinks
industry is growing in India, it is comparatively growing at a slower pace as compared to that of
soft drinks industry in other countries.

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19
 COMPANY OVERVIEW

HINDUSTAN COCA-COLA BEVERAGES PRIVATE LIMITED (HCCBPL)

ABOUT THE COMPANY

Coca-Cola was the leading soft drink brand in India until 1977, when it left rather than reveal its
formula to the Government and reduce its equity stake as required under the Foreign Regulation
Act (FERA) which governed the operations of foreign companies in India. Coca-Cola re-entered
the Indian market on 26th October 1993 after a gap of 16 years, with its launch in Agra. An
agreement with the Parle Group gave the Company instant ownership of the top soft drink brands

20
of the nation. With access to 53 of Parles plants and a well set bottling network, an excellent
base for rapid introduction of the Companys International brands was formed. The Coca-Cola
Company acquired soft drink brands like Thumps Up, Goldspot, Limca, Maaza, which were
floated by Parle, as these products had achieved a strong consumer base and formed a strong
brand image in Indian market during the re-entry of Coca-Cola in 1993.Thus these products
became a part of range of products of the Coca-Cola Company.

In the new liberalized and deregulated environment in 1993, Coca-Cola made its re-entry into
India through its 100% owned subsidiary, HCCBPL, the Indian bottling arm of the Coca-Cola
Company. However, this was based on numerous commitments and stipulations which the
Company agreed to implement in due course. One such major commitment was that, the
Hindustan Coca-Cola Holdings would divest 49% of its shareholding in favor of resident
shareholders by June 2002.

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 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

21
COMPANY PROFILE

22
MISSION:

Our Roadmap starts with our mission, which is enduring. It declares our purpose as a
company and serves as the standard against which we weigh our actions and decisions.

To refresh the world...

To inspire moments of optimism and happiness...

To create value and make a difference.

VISION:
Our vision serves as the framework for our Roadmap and guides every aspect of our business
by describing what we need to accomplish in order to continue achieving sustainable, quality
growth.
People: Be a great place to work where people are inspired to be the best they can be.
Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and
satisfy people's desires and needs.
Partners: Nurture a winning network of customers and suppliers, together we create
mutual, enduring value.
Planet: Be a responsible citizen that makes a difference by helping build and support
sustainable communities.

Profit: Maximize long-term return to shareowners while being mindful of our overall
responsibilities.
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 Productivity: Be a highly effective, lean and fast-moving organization.
WINNING CULTURE:
Our Winning Culture defines the attitudes and behaviours that will be required of us to make
our 2020 Vision a reality.

LIVE OUR VALUES :

Our values serve as a compass for our actions and describe how we behave in the world.
Leadership: The courage to shape a better future.
Collaboration: Leverage collective genius.
Integrity: Be real.
Accountability: If it is to be, it's up to me.
Passion: Committed in heart and mind.
Diversity: As inclusive as our brands.
Quality: What we do, we do well.
FOCUS ON THE MARKET:
Focus on needs of our consumers, customers and franchise partners.
Get out into the market and listen, observe and learn.
Possess a world view.
Focus on execution in the marketplace every day.

Be insatiably curious.
WORK SMART:
Act with urgency.
Remain responsive to change.
Have the courage to change course when needed.
Remain constructively discontent.

Work efficiently.

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ACT LIKE OWNERS:
Be accountable for our actions and inactions.
Steward system assets and focus on building value.
Reward our people for taking risks and finding better ways to solve problems.

Learn from our outcomes -- what worked and what didnt.

VISION FOR SUSTAINABLE GROWTH

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INDIAN OPERATIONS

Hindustan Coca Cola Beverages Private Limited is the largest bottling partner of the Coca-Cola
in India. It is a part of The Coca-Cola Companys Bottling Investments Group (BIG) and
responsible for the manufacture, package, sale and distribution of beverages under the
trademarks of the Coca-Cola Company.

Coca-Cola India Pvt. Ltd

Is a Wholly-Owned Subsidiary of The Coca-Cola Company, USA. While building the consumer
franchise for The Coca-Cola Company trademarks, it also leads world class governance systems
for the operations of all partners in bottling, suppliers, distributors and other stakeholders.
Hindustan Coca-Cola Beverages Pvt. Ltd.

As part of the Bottling Investment s Group of The Coca-Cola Company, HCCBPL has 24
bottling plants at strategic locations in various states spread across India. We cover
approximately 65% of bottling operations for the Coca-Cola system in India.
HCCBPL has an extensive distribution system spanning more than a million outlets operating
with world class execution standards. The focus of the system is to develop strong customer
value while delivering preferred choice of refreshment at an arm's length of desire to the
consumer.

HCCBPL's Product Portfolio has an extensive range to choose from:

Sparkling Beverages:

Coca-Cola, Diet-Coke, Thumps-Up, Sprite, Fanta, Limca, Kinley Soda, Schweppes Tonic.

Chilled Beverages

Maaza, Minute Maid Pulpy Orange, Minute Maid Nimbu Fresh, Minute Maid 100% Juices
(Apple, Grapes, Orange, Mixed Fruit), Minute Maid range of fruit flavoured drinks.

26
Water - Kinley

Over the years, Hindustan Coca-Cola Beverages Pvt. Ltd. has focused on building world class
operations based on principles of safety, profitability and solid governance to claim sustained
growth. As part of our journey of moving towards being a World Class Company, we have
strengthened our organization in terms of Supply Chain, Infrastructure, Market Execution,
People, Processes, Compliance, Governance and Route-to-Market. This approach has enabled us
to build our portfolio through launching new packs and brands, coupled with a competitive
pricing strategy based on a balance of value pricing and eliminating waste.

The Coca-Cola India system will be investing US$ 5 billion in its Indian operations till 2020.
The company currently provides direct and indirect employment to more than 1,50,000 people.
The company provides extensive support to community programs across the country through a
series of CSR program focused on education, health and water conservation. The Support My
School campaign is the companys flagship CSR program which has revitalized close to 200
model schools in India.

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GLOBAL OPERATIONS

The Coca-Cola Company is a global business that operates on a local scale, in every community
where we do business. We are able to create global reach with local focus because of the strength
of the Coca-Cola system, which comprises our Company and our more than 250 bottling partners
worldwide.

The Coca-Cola system is not a single entity from a legal or managerial perspective, and the
Company does not own or control all of our bottling partners.

While many view our Company as simply Coca-Cola our System operates through multiple local
channels. Our Company manufactures and sells Concentrates, Beverage bases and syrups to
bottling operations, owns the brands and is responsible for consumer brand marketing initiatives.
Our bottling partners manufacture, package, merchandise and distribute the final branded
beverages to our customers and vending partners, who then sell our products to consumers.

All bottling partners work closely with customers - grocery stores, restaurants, convenience
stores, movie theatres and amusement parks, among many others - to execute localised strategies
developed in partnership with our Company.

Coca-Cola Amatil

Coca-Cola Amatil (CCA) is our Australian bottling partner and one of our largest bottling
partners in the Asia-Pacific region. CCA employs more than 15,000 people and has access to
more than 265 million consumers through over 700,000 active customers. CCA has operations in
six countries Australia, New Zealand, Fiji, Indonesia, Papua New Guinea and Samoa.

Market share

The market share of Coca-Cola is shown in the following table.

Coca-Cola Indias consolidated share of carbonated soft drinks is 57.8%,

28
 Four Coca-Cola brands have market shares of over 10%.

Coca-Cola & Thumps up 25.6%

Sprite 12.2%

Limca 10.9%

Fanta 10.0%

PACKAGING DETAILS

Coca-Cola, Thums Up, Fanta Limca and Sprite: 330 ml can, 200 ml and 300 ml
returnable glass bottles; 500+100 ml free, 1.5 litre and 2 litre PET bottles.

Diet Coke: 330 ml can and 500 ml PET bottle.

Maaza: 200 ml and 250 ml Returnable Glass Bottle; 500+100 ml free and 1litre+200 ml
free PET bottles and the newly introduced 200 ml tetra pack.

Minute Maid Pulpy Orange: 400 ml and 1 litre PET bottles.

Schweppes Soda Water: 300 ml returnable glass bottles, 500+100 ml free PET bottles

Schweppes Mineral Water: 750 ml PET bottles

Schweppes Tonic Water: 330 ml can

Kinley Soda Water: 300 ml returnable glass bottles, 500+100 ml free and 1.5 litre PET
bottles.

COMPANY

29
The Coca-Cola Company is a beverage company. It owns or licenses more than 500
nonalcoholic beverage brands. It primarily serves sparkling beverages but also wide range of
still beverages such as water, juices, ready-to-drink teas and coffees, and sports drinks. The
Coca-Cola Company was founded in 1886, by John S. Pemberton and served Coca-Cola at a
local Pharmacy in downtown Atlanta, Georgia (The Coca-Cola Company, 2015). In 1892, As
Candler purchased and incorporated the Coca-Cola Company as a Georgia Corporation (The
Coca-Cola Company, 2014). Fourteen years later, under Candlers leadership, bottling operations
began in Canada, Cuba, and Panama. In 1919, the Coca-Cola Company was purchased by a
group of investors led by Ernest Woodruff for $25 million. From its early years, Coca-Cola
Company made significant innovations in the beverage industry, such as six-bottle carton and
steel 12-ounce cans. Additionally, it continued to expand internationally (The CocaCola
Company, 2015). In 1923, Robert W. Woodruff was elected as president of the Coca-Cola
Company, who also served as a Chairman of the Board in 1939. The very first new product
distributed by the Company was Fanta Orange in Naples, Italy. After the success of this product,
it established a diverse portfolio through acquiring Minute Maid Corporation and adding a line of
juice products. In 2008, Sprite became the third Company product to sell more than 2 billion
cases annually, joining Coca-Cola and Diet Coke (The Coca-Cola Company, 2015).

PRODUCTS OF COCA-COLA INDIA

COCA-COLA:-

In India Coca-Cola was leading soft drink till 1977 when Government 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.

30
Over the past fourteen years has enthralled consumers in India by connecting with passions of
India Cricket, movies, music & food. Coca-Colas advertising campaigns Jo Chaho Ho Jaye
& Life Ho To Aise were very popular & had entered youths vocabulary. In 2002.Coca-Cola
launched its iconic campaign Thanda Mat lab Coca-Cola which sky rocketed the brand to
make it Indias favorite soft drink brand.

GLASS PET CAN FOUNTAIN

200ml, 300ml, 500ml, 1.5L, 2L, 330 ml VARIOUS SIZES
500ml, 1000ml 2.25L, 500ml, 100ml
Table - 1.0

LIMCA:-

Limca was introduced in 1971 in India. Limca has remained unchallenged as the No.1 sparkling
drink in the cloudy lemon segment. The success formula is the sharp fizz and lemony bite
combined with the single minded proposition of the brand as the provider of Freshness.
Limca can cast a tangy refreshing spell on anyone, anywhere. Derived from Nimbu + Jaise
hence Lime Sa, Limca has lived up to its promises of refreshment and has been the original thirst
choice of millions of customers for over 3 decades.

GLASS PET CAN FOUNTAIN

200ml, 300ml, 500ml, 1.5L, 2L, 330 ml VARIOUS SIZES
500ml, 1000ml 2.25L, 500ml, 100ml
Table - 1.1

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 THUMS UP:-

Thumps up is a leading sparkling soft drink and most trusted brand in India. Originally
introduced in 1977, Thumps up was acquires by The Coca-Cola Company in 1993. Thumps up is
known for its strong, fizzy taste and it confident, mature and uniquely masculine attitude. This
brand clearly seeks to separate the men from the boys.

GLASS PET CAN FOUNTAIN

200ml, 300ml, 500ml, 1.5L, 2L, 330 ml VARIOUS SIZES
500ml, 1000ml 2.25L, 500ml,
100ml
Table - 1.2

SPRITE:-

Sprite a global leader in the lemon lime category is the second largest sparkling beverage brand
in India. Launched in 1999, Sprite with its cut-thru perspective has managed to be a true teen
icon.

RGB PET CAN FOUNTAIN

200ml, 300ml 500ml, 600ml, 330 ml VARIOUS SIZES
1250ml, 1500ml,
2000ml, 2250ml

32
 Table 1.3

FANTA:-

Fanta entered the Indian market in the year 1993. Over the years Fanta has occupied a strong
market place and is identifies as The Fun Catalyst. Perceived as a fun youth brand, Fanta
stands for its vibrant colour, 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.

GLASS PET CAN FOUNTAIN

200ml, 300ml 500ml, 1.5L, 2L, 330 ml VARIOUS SIZES
2.25L, 500ml, 100ml
Table 1.4

MINUTE MAID PULPY ORANGE:-

The history of the Minute Maid brand goes as far back as 1945 when the Florida Food
Corporation developed orange juice powder. The company developed a process that eliminated
80% of the water in the orange juice, forming a frozen concentrate that when reconstitute created
orange juice. They branded it Minute Maid a name connoting the convenience and the ease of
preparation. Minute Maid thus moved from a powdered concentrate to the first ever orange juice
from concentrate.

33
The launch of Minute Maid in India (started with the south of the country) is aimed to further
extend the leadership of Coca-Cola in India in the juice drink category.
Available in 3 PET pack sizes i.e. 400ml, 1 liter, 1.25 litres.

MAAZA:-

Maaza was introduced in late 1970s. Maaza has today come to symbolise the very spirit of
mangoes. Universally loved for its taste, colour, thickness and wholesome properties, Maaza is
the mango lovers first choice.

RGB PET POCKET MAAZA

200ml, 250ml 250ml, 600ml, 1.2L 200ml

Table 1.5

KINLEY:-

The importance of water can never be understated, Particularly in a nation such as India where
water governs the lives of the millions, be it as a part of everyday ritual or as the monsoon which
gives life to the sub continent. Kinley water comes with the assurance of safety from the Coca-
Cola Company.
Available in PET 500ml and 1000ml.

MARKETING MIX OF COCA-COLA INDIA

PRODUCT:-

Coca-Cola India has a wide range of products in its product line i.e. Coca-Cola, Fanta, Sprite,
Thums Up, Maaza, Minute Maid and Georgia Gold. Bottled water was another area where Coca-
Cola identified major opportunities. In 2002, Packaged drinking water in India was a Rs 1,000 cr

34
industry and growing by 40% every year. PDW was a low margin high volume business, but it
was an attractive proposition for bottlers as it increased plant utilization rates. In this market
Cokes Kinley was pitched against Ramesh Chauhans Bisleri and Pepsis Aquafina. The product
not only faced intense competition but also was difficult to differentiate. Coke positioned Kinley
as natural water with the tag line Bhoond Bhoond Mein Vishwas (Trust in each drop of
water).

In early 1999, the parent company acquired Cadbury Schweppes. As a result 12 more bottlers
were brought into CCIs fold. This acquisition added Crush, Canada Dry and Sport Cola to CCIs
product line. This meant CCI had three orange, clear lime and cola drinks each in its portfolio.

PRICE:-

Coke learnt with experience that price was a strategic weapon in an emerging market like India.
An increase in value added tax in 1996 had taken the price of the 300ml bottle beyond the reach
of many Indian customers. In 2000, CCI conducted a yearlong experiment in coastal Andhra
Pradesh by introducing a 200ml bottle at Rs 7. The volumes went up by 30% demonstrating the
importance of consumer affordability. So the 200ml pack priced at Rs 5 was rolled out
countrywide in January 2003. The advertising Campaign highlighted the affordability and Indian
image.

To make it affordable, Coke introduced Kinley in 200ml pouches for Re. 1 in selected places in
Ahmadabad and 200ml water cups in Maharashtra, priced at Rs 3 per cup in testing marketing
exercise conducted in mid 2002. In 2002 Kinley with 35% market share had become the leader
in the retail PDW segment and was contributing 20% of CCIs revenues.

PLACE:-

Coke pushed down responsibilities from corporate headquarters to the local business units. The
aim was to effectively align CCI's corporate resources, support systems and culture to leverage
the local capabilities. CCI's operations had been divided into North, Central and Southern
regions. Each region had a president at the top, with divisions comprising marketing, finance,
human resources and bottling operations. The heads of the divisions reported to the CEO.
Bottling operations were divided into four companies directed by the bottling head from
headquarters. Under the new plan, CCI shifted to a six region profit center set up where product
customization and packaging, marketing and brand building were taken up locally. A Regional
General Manager (RGM) headed each region with the regional functional heads reporting to him.
All the RGMs reported to VP (Operations, who in turn reported to CEO. The four bottling
operations, with 37 bottling plants, were merged into Hindustan Coca-Cola Beverages (HCCB).
Each of the six regions had on an average six bottling plants. Each plant was headed by an Area
General Manager (AGM) and held profit center responsibility for a business territory. He

35
reported to the RGM as well as the head of bottling at the headquarters.

PROMOTION:-

In the initial years, CCI focused on establishing the Coca-Cola brand quickly. The marketing
campaign positioned Coca-Cola as an international brand and did not emphasize local
association. Coke, as a deliberate strategy, decided not to spend heavily on promoting Thumps
Up. Indeed the marketing spend on Thumps Up between 1993 and 1996 was almost negligible.
The overall marketing effort was also not focused as CCI changed the head of marketing three
times during the period. Thumps Up remained neglected. Inadequate marketing support for other
Parle brands also led to their declining market shares.

The bottlers taken over by Coke also had problems adjusting to a new work culture. They argued
that CCI's lack of interest in promoting Thumps Up was resulting in falling sales and asked CCI
to take corrective action.

Coke is primarily targeted at young individuals over the age of twenty-five. This can be seen by
Coca-Colas advertising campaigns, which are aimed towards the young, by featuring well known
personalities popular to this age group. During 90'ies Coke's promotion efforts did not seem to be
effective. They were focused on mega events like the 1996 Cricket World Cup held in India.
CCI's World Cup Cricket campaign was overshadowed by Pepsi's "Nothing official about it"
campaign. Major analysts were surprised that Thumps Up was totally out of the picture during
such a mega event. In 1998 localization of marketing efforts, CCI signed up celebrities like
Aamir Khan, Aishwarya Rai, and Sunil Gavaskar to promote Coke. Coke also began efforts to
rejuvenate the Parle brands, Limca and Thumps Up. In 1998, India was declared the fastest
growing market within the Coca-Cola system. But things were far from normal. Attempts at
building growth through discounts and PET take home segment were not very successful because
of lack of coordination between the launches and marketing back-up.

To maintain good relationships with bottlers and avoid defections to the other camp, dealers had
been pampered by offering expensive overseas trips. In 2000, Coke wrote off investments in
India, amounting to $400 Mn. The revised value of CCI's assets after the charge was $300 mn.

CCI spent $3.5 mn to beef up advertising and distribution for Thumps Up. By 2002, it had
become India's No.2 cola drink after Pepsi. Maaza, the mango drink, was repositioned as a juice
brand and saw a growth of almost 30% in 2001. Since India was a large country of different
tastes and cultures, CCI customized its marketing strategy for different regions. It promoted the
Coke brand in Delhi, Thumps Up in Mumbai and Andhra Pradesh, and Fanta in Tamil Nadu.
Coke had plans to launch Rimzim, a spicy soda drink in North Maharashtra

36
CHAPTER-3
37
DATA ANALYSIS AND EVALUTION

DATA ANALYSIS

38
 Respondents based on age group

Fig 2.4

Respondents based on gender

37% Male
Female
63%

Fig 2.5
AGE GROUP & GENDER:
From Fig 2.4, we can comprehend that 90% of total respondents belong to the age group of 20-
30. This is because most of the consumers that prefer or consume Coca-Cola products belong to
this age group. About 6% belong to age group below 20 and 3% belong to age group of 30-
40.Form Fig 2.5, we come to know that the gender ratio of the total respondents is almost 2:1
(male: female).

39
 Frequency of soft drink consumption

Fig 2.6

Weekly expenditure of coca-cola products (INR)

50-100
4%3%
12% 100-150
150-200
Above 200
81%

Fig 2.7

SOFT DRINK CONSUMPTION & EXPENDITURE:

From Fig 2.6, we interpret that about 48% of the total respondents consume soft drinks rarely or
once a week. About 35% respondents consume soft drinks twice or thrice a week and only 18%
consumes soft drinks every day.
From Fig 2.7, we interpret that about 81% of the respondents spend only Rs. 50-100 a week on
Coca-Cola products, which is very low as compared to the global scenario. This creates a
potential growth market for Coca-Cola India. About 12% spends from 100-150 a week & 7%
spend above 150.

40
 Purchasing Portal Preference

Fig 2.8

PURCHASING PORTAL PREFERENCE:

From the above data, we have ascertained that preferred portal for purchase of Coca-Cola
products is the retail shops i.e. 58%. This is probably because not all communities in India have
supermarkets and other purchasing channels present nearby, whereas, we can find retail shops in
every corner.19% prefer to purchase from Supermarkets and Vendor machines. 23% prefer to
purchase from Pubs, Restaurants and Multiplexes.

41
 Occasions/Reasons for consumption

Just like that

Parties

Cinemas

Picnics

Festivals

Fig 2.9

REASON FOR CONSUMPTION:

From this graph, we infer that there is no specific occasion why people purchase Coca-Cola
products. Although some of the advertising campaigns target special occasion or festivals. From
Fig 2.9 it is concluded that 59% respondents purchase Coca-Cola without any specific reason.
About 23% purchase for the purpose of parties, 15% purchase while watching movies in the
cinemas and only about 4% purchase during festivals and for picnic purposes.

42
 Soft drink preference

Fig 2.10

SOFT DRINK PREFERENCE:

From the above graph we interpret that about 70% of the respondents, prefer consuming Coca-
Cola product over Pepsi and other drinks. This clearly states why Coca-Cola is market leader
with almost 60% of market share. 23% prefer Pepsi Products and only 75 prefer other drinks.

43
 Opnion About Coca-Cola Products
Bad

Below Satisfactory

Satisfactory

Good

Excellent

Fig 2.11

Products expected by consumers from Coca-Cola

Fizzy drinks Fruit drinks Energy drinks Alcoholic drinks

20% 14%

27% 40%

Fig 2.12

OPINION ABOUT COCA-COLA PRODUCTS

& PRODUCTS EXPECTED BY CONSUMERS:
From Fig 2.11, we infer that though the respondents are more than satisfied by the Coca-Cola
product range they would still like the company to introduce new drinks. From Fig 2.12, we
conclude that about 40% would like to see a new fruit drink being added to the product basket,
26% want energy drinks, 20% alcoholic drinks and only 14% want another fizzy drink. Majority
of the people wanting to see a fruit drink is mainly because people are more health conscious
now and want to manage their calorie intake.

44
 Quantity preference

Fig 2.13

QUANTITY PREFERENCE:
From Fig 2.13, we infer that about 47% of respondents prefer to purchase PET bottle of Coca-
Cola Products. About 27% prefer to purchase glass bottles, 19% prefer Can of 300ml and only
8% prefer 1 & 2 litre bottles of Coca-Cola.

45
 Branding

Pepsi products

Coca-Cola products

Fig 2.14

Pricing

Coca-Cola products Pepsi products

Fig 2.15

BRANDING & PRICING:

From Fig 2.14, it is concluded that respondents find Coca-Cola products better than that of Pepsi
products. About 62% respondents said that they find Coca-cola products better than Pepsi and
only 38% supported Pepsi products.
From Fig 2.15, we infer that about 62% of the respondent considers the pricing of Coca-Cola
much more reliable than that of Pepsi. About 38% respondents think that Pepsi have better
pricing than that of Coca-Cola.

46
 Quality

Coca-Cola products Pepsi products

Fig 2.16

TASTE

Pepsi products

Coca-Cola products

Fig 2.17

QUALITY & TASTE:

From Fig 2.16 & 2.17, its clear that Coca-Cola products have better taste and quality than that of
Pepsi. About 73% respondents consider that Coca-Cola products have very good quality and
taste. 27% respondents consider Pepsi products have better taste and quality.

47
 Availability

Pepsi products

Coca-Cola products

Fig 2.18

Satisfaction

Pepsi products

Coca-Cola products

Fig 2.19

AVAILABILITY & SATISFACTION:

48
From Fig 2.18, its clear that there is slight difference between the availability of products of
Coca-Cola and Pepsi. About 51% respondents think that Coca-Cola products are much easily
available in the market.49% consider that availability of Pepsi products is more in the market.
About 70% of respondents are satisfied with the Coca-Cola products while as 30% respondents
are satisfied with the Pepsi products as shown in Fig 2.19.

Details of actual work undertaken:

Coca cola has its own management system which is a major tool that helps management in problem
solving and framing marketing strategy.
Followings are done in Bhandup during the internship of 2 months.

ROUTE TRAVELLING

OBSERVE MARKET FOR 200ML RGB

MERCHANDISING IMPACTING (MIT)

SCOPE OF OPPORTUNITY FOR OPENING NEW OUTLETS

DEVELOPMENT/IMPROVEMENT/COMPLAINTS

PRESELL ORDER

ROUTE TRAVELLING

Route travelling was the first thing done during 2 months of internship.
In route travelling the task was to go along with salesman in truck, the main motive of route travelling is
to see how orders being taken from vendors and different schemes being told by salesman, schemes
changes daily.
Through route travelling it came to know that outlets are classified in two categories which are as follow :

OBSERVE MARKET FOR 200ML RGB

49
In two months internship another task was given to observe market200ml bottle i.e. CHOTA COKE.
Task was to go to vendors, tell them about the availability of the product. In recently coca-cola has
reduced price of 200 ml coke from 14 rupees to 12 rupees. Has affected the sales. In 200 ml rgb scheme
was with every any flavor of one crate on coke bottle is free.

MERCHANDISING IMPACTING:

This was another task that was given to me. to go with MD that is (market developer ) and check out each
outlet under the area of Market developer. Main motive of market impacting are as follow

To see that if all products are available at that particular outlet or not If not then products are
being made available to vendors.

To see Visi-cooler is at prime location or not.

Products are arranged in COLAGE in Visi-cooler, Sequence of COLAGE is COKE, Fanta, Sprite,
Limca, Thumps up, Maaza, Minute-maid and Kinley.
Any problem being faced by him regarding stocks and services.

SCOPE OF OPPORTUNITY FOR OPENING NEW OUTLETS

This was another very interesting task that was given. Main motive was to open new outlets. In this Visi-
cooler i.e. SGA (Sales Generating Asset) was to be provided to the new outlet. Main focus for opening
new outlet.
The procedure was to fill the form that is EDS form and if company wants to provide them cooler than
there is another form that is new entity form.
It requires vendors telephone/electricity bill, ration card and his outlet name stamp.

DEVELOPMENT/IMPROVEMENT/COMPLAINTS

Development/ Improvement/Complaints Performa were made for the vendors. In this all the complaints
were registered which were facing by the outlet owners; this was done to improve the services of Coca-
Cola and to make development.
It was found that majority of share of Coke in dharavi area are not satisfied with Coke, they have
complaints moreover they are happy to sell Pepsi instead of Coke. They just keep Coke because of
consumer demand else they are not satisfied.
Rests who are satisfied are either monopoly counter of Coke or Discounted outlets or has good
relationship with the salesman.

50
Through this it was found that services of Pepsi are far better than Coke and margin is also little higher in
case of Pepsi.
Mostly complaints of Outlets are as follow:-
Replacement was not done of breakage, expired products, regarding Quality.
Margin is high in case of Pepsi as compare with Coke.
Visi-cooler problem not working well or require bigger Visi-cooler as formalities has been done
still nothing done.
Schemes were not given to them.

DEVELOPMENT/IMPROVEMENT/COMPLAINTS

DSR was to get how much stock does the particular outlet has. In this to get the mobile number of the
owner so that daily message being send to the owner regarding the Schemes, in Coke schemes changes
every day. It also helps to compare the stock between Coke and others available at outlets.

PRESELL ORDER

Presell order was to get order one day prior of the delivery. Orders were taken from the vendors one day
before and delivery was given next day. This was done because vendors were facing problems regarding
the brand package size that are not available when they want. If any scheme is there than presaler will
inform him. So this is how presaler works.

Based on volume pattern

51
 VOLUME

DIAMOND GOLD SILVER BRONZE

DIAMOND: - Those outlets are known as Diamond outlets where the annual sale of Coca cola soft
drinks is more than 800 crates.

GOLD: - Those outlets are known as Gold outlets where the sale is in between 500 crates to 800 crates
per annum.

SILVER: - Those outlets are known as Silver outlets where the sale is in between 200 to 499 crates per
annum.

BRONZE: - Those outlets are known as Bronze outlets where the sale is less than 200 crates per annum.

52
R.E.D CONCEPT

R.E.D is the survey method that company started earlier. For the survey of R.E.D.,
Company has the person who does the red activity. He can be the presaler or MD that is market
developer. This survey is very important as per company point of view. He checks the cooler and
gives points. He has to provide pure cooler for company.

ABOUT THE R.E.D SURVEY

The survey named as R.E.D. (RIGHT EXECUTION DAILY).

The survey has been conducted to check the cooler management, availability of products &
activation of coca-cola in various outlets.

The survey was based on three topics: -

Firstly, I have to check the cooler management i.e. the cooler that was provided by the
company to the customer, are properly managed/working or not. And lastly the most
important aspect of cooler management was the brand order.

Secondly, I have to check the availability of the product i.e. whether the product is available
to the customer or not.

Lastly, I have to check the activation, which is a very important because activation helps to
boost the sales. Activation is done through boards i.e. glow sign. DPS, Flanges and Combo
boards. Mostly combo boards are given to the E&D outlets. And is very helpful in attracting
the customers. Rack with header is provided to the Grocery outlets, which should be fully
charged.

Right Execution Daily (R.E.D) is the diversification of outlets as Channel, Class, and
Income. Lets know what are the Channel, Class, and Income respectively.

CHANNEL
Which type of outlet is this like E&D (Eating & Drinking), GROCERY, or CONVENIENCE?

53
 GROCERYS
Outlet primarily engaged in retailing of food & various household items. It includes Grocery
(Outlets dealing mainly in grains, provisions, spices, edible Oil, vanaspati etc) and General Stores
(Outlets selling items of day-to-day requirements & stocking a Varity of branded products)

E&D
There are two types of E&D Outlets.

E&D TYPE 1
The outlet does not have place to sit. It includes Bakery, Sweet shops, QSR, Juice Centers, Soft
Drinks Shops etc.

E&D TYPE 2
The outlet should have a place to sit. It includes Sit down Restaurants, Bars, Dhabas, and Cafes
etc.

CONVIENCE
Which includes outlets which are small stores or shops, generally accessible locally these are
often located alongside busy roades It includes Chemists, STD Booths, and Pan Shops etc.

OUTLET VOLUME
Which volume outlet has like BRONZE, SILVER, GOLD, or DIAMOND?

BRONZE
Those outlets, which sells < 200 c/s per year.

SILVER
Those outlets, which sells 200-499 c/s per year.

GOLD
Those outlets, which sells 500-799 c/s per year.

DIAMOND
Those outlets, which sells 800 & above c/s per year.

INCOME
Whoever costumer comes on shop which income class they belongs like high Income, medium
Income, low Income.

CLUBBING AND RANGE SELLING

54
CLUBBING

Clubbing is also one type of marketing. Clubbing is done if sales target is low in some areas.
Clubbing is used as a last option when the chances of sales are very low.
Clubbing is to add goods of two places into the truck.

RANGE SELLING

Range selling is one of the most common aspects used in marketing.

It is very common in rural areas where peoples incomes are very low they cant afford
everything, for them range selling is best option. Range selling can be done in 200 ml, 330
ml, 350 ml, 600ml, 1.25ml, 2.25ml and etc. It giver different flavor to the outlets.

For example in an outlet called Public Telephone Booth the range selling was 5 Maaza, 6
Coke,7 Fanta, 6 Sprite.
This can have different range.

READY STOCK

Ready stock is an old form of business. It is according to the outlets requirements. Here Salesman works
without a proper PJP.
Salesman generates orders and delivers goods at the same time. Here he does not convince. He gives what
outlets wants. And there is no any fixed target. Here an entire favor goes in the hands of vendors. It is
Low capacity utilization of delivery vehicle. And Companys span of control till distributor.

PRE SALE

This is the new concept that had started from the year 2007. In the Pre-Sale the company takes
order one day before and accordingly company delivers their products for each route. In presale
the entire pressure is on the presaler himself. He has to convince them to give order. His main
motive is to complete the sales target. And he has to give report in the office.
He is worked under sales officer. He has to fallow his order and complete the sales target on time.

55
This was done because vendors were facing problems regarding the brand package size that are
not available when they want. If any scheme is there than presaler will inform him. So this is how
presaler works. Company gets control over retailers. High capacity utilization of delivery vehicle.

CHAPTER-4
56
 FINDINGS AND CONCLUSION

FINDINGS

Coca cola has long distribution channel.

Consumers are not satisfied with the pricing of coca cola.

Price are getting increased from year to year and it is done on every summer.

Taste is a major factor that is attracting consumers as coca cola has a great taste.

Frequency of consumption of cold drinks is higher in case of male as compared to female.

SUGGESTION

Services System should improve in the areas like araku, Paderu.

The company should more effectively handle visicooler complaints.

57
 Company should ensure, the schemes reaches the outlet
Cooler purity should be treated as priority.
Overall service should be improves for more Sale and to be the Market leader.
Perform a detail demand survey at regular interval to know about the unique
needs and requirements of the customer.
The company must keep a watch on its primary competitors in market in order to be
able to compete with them.

The company should use new attractive system of word of mouth advertisement to keep
alive the general awareness in the whole market as a whole.

CONCLUSION

Thus marketing role plays an important role in achieving objectives of a company.

Undoubtley value utility is created by the manufacture of product or service but time and place
utility are created by marketing role.

According to peter drucker both market and distribution channels are often more crucial then the
product.

As Coca-Cola is one of the biggest soft drink making company. It faces problem in some areas.
Where people prefer thumps up and sprite. Especially the 600 ml pet is struggling behind
compared with other products.

After the completion of this marketing project I conclude that the coke and thumps up have
strong market share in India due to large distribution network, strong advertising campaigns and
large scale packing options

58
 REFERENCE

MARKETING MANAGEMENT
MARKETING RESEARCH
STRATEGIC MARKETING
RETAIL MARKETING

WEBSITES
www.coca-cola.com
www.coca-colacompany.com
www.coca-colaindia.com

Annexure

Questionnaire

1. GENDER:
a) Male b) Female

2. Do you drink Soft drinks?

a) Yes
b) No

3. How often do you have soft drinks per week?

a) Once a week
b) Twice a week
c) Thrice a week
d) Everyday
e) Rarely

4. What drink comes to your mind when you think of soft drinks?
a) Coca-Cola
b) Pepsi
c) Other products of Coca-Cola

59
 d) Other products of Pepsi
e) Other drinks

5. What quantity do you usually prefer to buy?

a) 200-250 ml Glass bottle
b) 300 ml Can
c) 500 ml Pet bottle
d) 1 litre
e) 2 litre

6. What do you feel about Coca-Cola product range?

a) Excellent
b) Good
c) Satisfactory
d) Below Satisfactory
e) Bad

7. What occasions do you prefer to buy Coca-Cola products?

a) Festivals
b) Picnics
c) Parties
d) Cinemas
e) Just like that

8. What is your most preferred channel for purchasing Coca-Cola products?

a) Super markets
b) Retails
c) Vendor Machines
d) Pubs & Restaurants
e) Multiplexes

9. How much do you spend on Coca-Cola products per week?

a) 50-100
b) 100-150
c) 150-200
d) Above 200

10. Put (X) mark in which ever you feel is appropriate?

Parameters / Product Coca-Cola Products Pepsi Products

1) Branding
2) Quality
3) Price
4) Taste
5) Availability
6) Satisfaction

11. What kind of products do you want Coca-Cola to introduce in the future?

60
 a) Fizzy Drinks
b) Fruit Drinks
c) Energy Drinks
d) Alcoholic Drinks

12. Do you think rate of 200 ml of coke which is available at rupees 12 is worthy?
a) Yes
b) No

61