A

SUMMER TRAINING
PROJECT REPORT
ON
MARKET SHARE & DISTRIBUTION
CHANNEL OF COCA COLA

Submitted for the partial fulfillment of the

requirement for the award of
MASTER OF BUSINESS ADMINISTRATION
Session: 2009-2011

SUBMITTED BY
ASIF
ROLL.NO : 0903270025
 CONTENTS

 ACKNOWLEDGEMENT

 INTRODUCTION

 DECLARATIONS

 OBJECTIVE OF THE PROJECT

 COMPANY PROFILE- COCA COLA

 SOFT DRINK IN INDIA

 DISTRIBUTION CHANNEL

 RESEARCH METHODOLOGY

 FINDINGS

 SWOT ANALYSIS

 RECOMMENDATION

 BIBLIOGRAPHY

 ANNEXURE - QUESTIONNAIRE
 ACKNOWLEDGEMENT

Summer training is a bridge connecting the educational

qualification and the professional use. It is the path leading to
success by shouldering responsibilities under the careful guidance
of seniors and experienced Personnel without fear and failure.

It gives me immense pleasure to take the opportunity to

remember and thanks the personalities who have involved with
this project work. I express my thanks and deep gratitude who are
directly and indirectly associated in the completion of this project.

I would like to thanks to Mr. ______________________

(Assistant Sales manager), Hindustan Co-cola for assigning an
extremely challenging project thereby giving unique opportunity to
meaning full contribution of growing and vibrant organization like
Coca-Cola Ltd. guiding throughout the project, without his help
the project would have not added enough value. I am extremely
grateful for the time he spend from his busy schedule.

My sincere thank to Mr. Ajay Singh (Faculty–MBA, ABES,

Ghaziabad) all my friends for their support and help.

ASIF
MBA-III SEM.
 PREFACE

In summer the consumption of soft drinks is more due to hot

weather in this time chilled weather is needed everywhere and
every body irrespective of age difference. In the market peoples
not only need water, but they want same taste too. Here comes
the need of soft drinks: it has become an essential part of market
as people like it in addition to the bottles, now days packages of
soft drinks i.e. Tin cans. Pet packs of i.e. Litters canisters and
dispensers are introduced to enhance the impact in sales.

As an integral part as curriculum all B.BA a participant are required

to undergo a practical summer training in any industry for 6 to eight
week’s period. The main objective of this training is to supplement
theoretical knowledge with exposure to practical operator of an
organisation or industry. Candidate tale much help from this
training when he get the job after completed the curriculum in this
training candidate get the better opportunity to in meet the Retailer
conjurer, whale sellers dealer by which candidates gain more and
more information about the market. By this practical Experience
candidate confident level is improved. Consequently we can say
this training provide better understanding of all functional areas of
management skills.
 INTRODUCTION

I did market research on the topic of market share of coca cola and
consumer behavior and channels of distribution. The reason for
selecting this topic by the company because company wants to
know his market share of coke after decreasing the selling price of
all flavors in coke in the compare of Pepsi and company start a
new flavor in 200 ml. So that company wants to know that how
much demand having this new launched flavor. This new launched
flavor very much preferred by consumer because its cost is only 5
rupees. So that most of person con spend enough less money and
can take enjoy of coke’s all flavor in 200ml.

Under channels of distribution company wants to know. The

distribution of coke in compare of Pepsi, and also wants to know
the retailer and whole seller are satisfied or not and also wants to
know that how much retailer purchase coke by coke vehicle and
how much retailer purchase coke by its own dealer. That’s why
these topic given by company.
 OBJECTIVE OF THE STUDY

The objective of my training in HINDUSTAN COCA-COLA

Meerut Road, Ghaziabad is to do consume survey in (Muradnag,
Modinagar, Ghaziabad main City in order to find out Market Share
Of Coca Cola And Chanel Of Distribution it means we have to find
that what is the market share of coca cola in the market and what
is the market share of his competitor Pepsi and we have to find
that customer take coca cola brand from company vehicle or from
dealer.
COMPANY
PROFILE
 DOUGLAS N. DAFT
Chairman of the Board and Chief
Executive Officer
The Coca-Cola Company

Douglas N. Daft was elected chairman, Board of Directors, and chief

executive officer of The Coca-Cola Company on February 17, 2000.
Mr. Daft is the 11th chairman of the Board in the history of the Company.

Mr. Daft, 60, joined the Company in 1969 as planning officer in the
Sydney, Australia office. He held positions of increasing responsibilities
throughout Asia and in 1982 was named vice president of Coca-Cola Far
East Ltd.

In December 1988, Mr. Daft was named president of the North

Pacific Division and president of Coca-Cola (Japan) Co., Ltd. He moved to the
Company's Atlanta headquarters
in 1991 to assume the responsibility of president of the Pacific Group
and in 1999 his responsibilities were expanded to include the Company's
Africa Group, and Schweppes Beverage Division, as well as the Middle and
Far East Group.

Mr. Daft was elected president and chief operating officer of The
Coca - Cola Company in December 1999.

He serves on the boards of Sun Trust Banks, the Boys & Girls
Clubs of America, Catalyst, the CERGE-EI Foundation(Center for Economic
Research and Graduate Education - Economics Institute) in the Czech
 Republic, the Lauder Institute for Management and International
Studies at the University of Pennsylvania, the Prince of Wales
International Business Leaders Forum, the Grocery Manufacturers of
America, the British - American Chamber of Commerce, the G100, the
Woodruff Arts Center, the Commerce Club, and the McGraw-Hill
Companies. Mr. Daft is a trustee of Emory University, the American Assembly
and the Center for Strategic & International Studies. He is also a member of
The Trilateral Commission, The Business Council, and The Business
Round table.

Mr. Daft received a bachelor's degree in mathematics from the

University of New England and a post-graduate degree in administration
from the University of New South Wales. He holds an honorary doctorate
in international law from Thunderbird, The American Graduate School of
International Management.
 BOARD OF DIRECTORS

Douglas N. Daft
Chairman, Board of Directors, and Chief Executive Officer
The Coca-Cola Company

Herbert A. Allen
President and Chief Executive Officer
Allen & Company Incorporated
(a privately held investment banking firm)

Ronald W. Allen
Consultant to, Advisory Director, and former Chairman of the Board,
President, and
Chief Executive Officer, Delta Air Lines, Inc.

Cathleen P. Black
President
Hearst Magazines

Warren E. Buffett
Chairman of the Board and
Chief Executive Officer
The diversified holding company
Berkshire Hathaway Inc.

Barry Diller
Chairman of the Board and
Chief Executive Officer
USA Interactive

Susan B. King
President, The Leadership Initiative
(nonprofit consultants for leadership education) Duke University
Maria Elena Lagomasino
Chairman and CEO
J.P. Morgan Private Bank

Donald F. McHenry
Distinguished Professor in the Practice of Diplomacy and International
Affairs at the School of Foreign Service
Georgetown University
Robert L. Nardelli
Chairman of the Board, President, and
Chief Executive Officer
The Home Depot, Inc.
Sam Nunn
Senior Partner in the law firm of King & Spalding
Co-chairman and Chief Executive Officer,
Nuclear Threat Initiative (NTI)

J. Pedro Reinhard
Executive Vice President and
Chief Financial Officer
The Dow Chemical Company

James D. Robinson III

Co-founder, Chairman and CEO of RRE Investors, LLC and General
Partner of RRE Ventures GP II, LLC
(private information technology venture investment firms)

Peter V. Ueberroth
Chairman, Contrarian Group, Inc.
and Co-Chairman, Pebble Beach Company
 AROUND THE WORLD

Although Coca-Cola® was first created in the United States, it quickly

became popular wherever it went. Our first international bottling plants
opened in 1906 in Canada, Cuba and Panama, soon followed by many more.
Today, we produce more than 300 brands in over 200 countries. More than 70
percent of our income comes from outside the U.S., but the real reason we
are a truly global company is that our products meet the varied taste
preferences of consumers everywhere

OUR PARTNERS

The Coca-Cola Company works with a wide variety of organizations to

support health, fitness and good nutrition. Visit these sites for more
information about positions, programs and activities.

The Coalition for a Healthy and Active America (CHAA) CHAA was
formed in 2003 by concerned organizations and national leaders to
educate parents, children, schools, and communities about the critical roles
physical activity and nutrition education play in reversing the alarming trends
of childhood obesity. As a non-profit national grassroots coalition, CHAA is a
vigorous advocate for developing healthy and active lifestyles for America's
youth.

CHAA is committed to working with schools to rededicate time for

physical fitness; giving parents the freedom to help their children make their
own nutritional choices; building school-business model relationships that
benefit our families by supporting healthy and active lifestyles; and finding
solutions to childhood obesity that are both responsible and realistic

American Council for Fitness and Nutrition The American Council for
Fitness and Nutrition (ACFN) is a group of food, beverage and consumer
products companies, not-for-profit organizations and trade associations
working together to improve the health of all Americans, particularly youth, by
encouraging a healthy balance between fitness and nutrition. The cornerstone
of all ACFN initiatives is the idea that lasting solutions to the nation's obesity
problem must be based on sound science and behavioral research. Such
policies are likely to help parents and their children develop eating and
exercise habits that lead to a healthier life.

Grocery Manufacturers of America The Grocery Manufacturers of

America (GMA) represents the food, beverage and consumer products
industry on key issues that affect the ability of brand manufacturers to market
their products profitably and deliver superior value to the consumer.

International Food Information Council (IFIC) Foundation The IFIC

Foundation is a public education foundation disseminating sound, science-
based information on food safety, nutrition and health.

International Life Sciences Institute Founded in 1978, the International

Life Sciences Institute (ILSI) is a nonprofit, worldwide foundation that seeks to
improve the well-being of the general public through the pursuit of balanced
science. Its goal is to further the understanding of scientific issues relating to
nutrition, food safety, toxicology, risk assessment, and the environment by
bringing together scientists from academia, government, and industry.

Kidnetic.com
Kidnetic.com is a fun, interactive Web site that emphasizes healthy living
achieved through a balance of physical activity and responsible eating habits.
The Web site gives young people and their parents the tools and ideas to help
change habits and plant the seeds for healthier families tomorrow.
Kidnetic.com is a program of the International Food Information Council (IFIC)
Foundation.

National Association for Sport and Physical Educationsociation for Sport and
Physical Education seeks to enhance knowledge and professional practice in
sport and physical activity through scientific study and dissemination of
research-based and experiential knowledge to members and the public.

National Soft Drink Association The National Soft Drink Association (NSDA) is
the trade association for America's soft drink industry, serving the pub.
 VARIOUS BRANDS OF COCA-COLA COMPANY

A
A&W * Ades Alive Almdudler
Ambasa American Andifrut Andina Nectar
Aqua Aquactive Aquana Aquarius
Aqvaris Arwa Aybal
B
Bacardi Mixers Barq's Beat Belte
Beverly Bibo Bimbo Bimbo Break
Bistrone Bjare BlackFire Bom Bit Maesil
Bonaqua/Qa BPM Bright And Early Burn
Buzz
C
caffeine free Coca- caffeine free Coke
Cal King Calypso
Cola light/diet Coke
Canada Dry * Canning's Cappy Caprice
Carvers Chafresco Chaho Charrua
Cheers Cherry Coke Chinotto Chinotto Light
Chippewa Chivalry Ciel Citra
Coke II Coca-Cola Cocoteen Cresta *
Cristal Crush * Crystal Cumberland Gap

D
Dannon * Dasani Water Delaware Punch DESCA
Diet Andina
diet A&W * diet Almdudler Nectar/Andina diet Barq's
Nectarlt
dietCoke/Coca-
diet Canada Dry * diet Charrua diet Cherry Coke
Cola light
Diet Coke/Coca-
diet Crush * diet Dr Pepper * diet Fanta
Cola light with lemon
diet Inca Kola diet Kia Ora * diet Krest diet Lift
diet Minute Maid Soft
diet Lilt diet Mello Yello diet Mr Pibb
Drink
diet
diet Nestea Cool Nestea/Nestea diet Oasis * diet Schweppes *
Light
diet Sprite/Sprite
diet Squirt * diet Tai diet Vanilla Coke
Light
Disney Hundred Disney Extreme
Dorna Dr Pepper *
Acre Wood Coolers
Drim
E
Eight O’clock Eight O’clock Litro
Eight O’clock Emblem
Fountain Pack
Eva Evian *

F
Fanta Finley Fioravanti Five Alive
Fontana Fraser & Neave Freezits Fresca
Frescolita Freskyta Frestea Frisco
Frugos Fruit Labo Fruit Tree Fruitia
Fruitopia Fruitopia Tea Fruktime Frutina
Frutonic Funchum
G
Georgia Georgia Club Georgia Gold Gini *
Gira Gold Spot Grand Blue Grapette
Guarana Jesus
H
H2OK Hanul Yeon Cha Hawai Hi Spot *
Hi-C Hit Horizon Huang
I
Ice Cold Mix Ice Dew Ice Mountain Inca Kola
Itu Izvorul Alb
J
Jaz Cola Jet Tonic Jinmeile Jolly Juice
Joy Jurassic Well

K
Kapo Axion Kapo Kapo Super Power Kia Ora *
Kilimanjaro Kin Kin Light Kinley
KMX Kochakaden Koumi Soukai Krest
Kuat Kuat Light Kuli
L back to top
Leafs Lift Lilt Limca
Limonade Linnuse Love Body
M back to top
Maaza Mad River Magnolia Magnolia Funchum
Magnolia Zip Manzana Mia Marocha Master Chill
Master Pour Mazoe Meijin Mello
Mello Yello Mer Mezzo Miami
Mickey Mouse Migoro-Nomigoro Milo Minaqua
Minute Maid Juice Minute Maid Soft
Minute Maid Mireille
To Go Drink
Mr Pibb
N
Nagomi Nalu Namthip Water Natua
Nectarin Nescafe Nestea Nestea Cool
Nihon Alps Mori No
Nestle Nevada New Vegitabeta
Mizudayori
Nordic Mist Northern Neck Nusta
O
Oasis * Odwalla OK Old Colony *
P
Paani Parle Pepe Rico Pilskalna
Planet Java Play Pocket Dr Poiana Negri
Ponkana Litro
Poms Ponkana Pop
Pack
Portello POWERade POWERade Light Private Label
Pulp Pump
Q
Qoo Quatro
R
Ramblin' Root
Real Gold Red Flash Red Lion
Beer
Refresh Tea Rimzim Rio Ripe N Ready
Risco Riwa Roses * Royal Tru
S
Samantha Samurai Santiba Santolin
Sarsi Saryusaisai Schweppes * Seagrams *
Seasons Seiryusabo Seltz Sensation
Sensun Senzao Shock Simba
Simply Apple Simply Orange Slap Smart
Sokenbicha Solo * Sonfil Soonsoo
Sparletta Iron
Sparkle Sparletta Splash
Brew
Sport * Sports Plus Sprite Spur *
Squirt * Stoney Ginger Beer Sun Valley Sunfill
Sunkist * Supa Superkools Surge
T
Tab Tab Clear Tab X-Tra Tahitian Treat *
Tai Tasters Choice Tavern Tea World Collection
Thums Up Tian Yu Di Tiky * Top
Toppur Tropical Tuborg Turkuaz
Tutti *
U
Urge
V
Vanilla Coke Vegitabeta VICA Vita
Vital Vital O Vitingo
W
Wannabe Water Salad Wink * Winnie the Pooh
Y
Yangguang Youki Yumi
Z
Zip
* In Select Markets

HISTORY OF COLA

The cola industry has phenomenal possibilities for rocketing profit

growth inspite of the sign of relief heaved by the manufacture at
the abrupt sensational termination of coca cola monopoly the
tastes of cola is by no means extinguished the coca. Cola have a
status symbol to it..., generated by the sub standard, penetrated,
advertising and extensive distribution network.

Total soft drink segment is growing at the rate of 10% per year still
if international standard area considered the per capita
consumption of three serving in rock bottom, less than even our
neighbours Pakistan and Bangladesh, where it is four more as
much. So with kind of a market potential coke entered in India in
1991 after the permissions of setting up Britico Food company to
coke was granted by the government in Pune in 1992 the plant
was established for is deducted then the bottle are taken out of the
line and cleaned again or rejected.

The most important step is the mixing of drink concentrate

dissolved in the soft water the sugar syrup at the same time.
Carbon dioxide is passed in the drink to produce a fizz.
After the crowing of the bottle the crown contains the
manufacturing data batch number and Time.

After crowing the bottle, the bottle comes again at checking screen
for checking the bottle.

THE PRESENT POSITION COKE IN INDIA

Coke is a house holds name and is the lips of every one. In

present time every person know the name of coca cola since india
is one of biggest market and sultry summer from march the end of
october and huge population has immensely helped in the sales
the sales of coke in india and its making it more economical.

Last years, the market share of Coca Cola was not specific. In this
year company’s top management adopted new policy and
decreased the rate of all brands of coke. By this decision top
management determined the rate of 300 ml / 7Rs. And they made
a new brand of 200 ml determine the rate of this brand 5Rs. By
which medium size family and lower level family can be taken the
enjoy of coke. By this decision company’s marketing share has
been increased.

In present time coke is captured approximate 70% market share in

cold Dinks line. Now coke has defeated all the soft drinks
company. According to service and according to advertising coke
has appropriate position.
It has now emerged as the winner and has a good image in the
market.

Coke has even sponsored the wills cricket world cup 96 at an

estimated cost of 26 crores.

PRODUCTION PROCESS OF SOFT DRINK

The production process is highly mechanical is and automatic the

raw material required for soft drink are concrete sugar syrup and
treated bottled the entire process take in the following steps.
The first step in the production involves conversion of hard water in
the soft water.
The next step is the preparation of sugar syrup in the plant itself
the content of the syrup various according to the brand prepared
the syrup at most can be stored for 4 hours.
Then the bottle is cleaned thoroughly before is done with steam
water jets and caustic soda.
Bottle are then moved on a conveyor belt in a line and are closely
examined in case some impurity is left. It the impurity the
concentrate coke is not a now product for the indian it was there in
india till 1977 but had to leave india on mass demonstration led
against it, instigated by the local brands it was leaded by Mr.
George Fernandes in Agrain UP so when the programme of re-
launching was made, it was again (where it was made o leave the
country), on the 24th October 1993 in order to a strong hold in the
Indian market, it signed a pact with Mr. Ramesh Chauhan of Parle
exports. Thumps Up, Limca, Gold Spot, Citra, Maaza, Bisleri Club
Soda etc. at a cost of $40 million by doing so they gripped the
Indian market of soft drinks and captured 65% of the entire soft
drinks much that the competition was tougher and commodities
was of the same standard. So the going was more tougher, but still
it has managed to gain and keep in.

KNOWLEDGE ABOUT FLAVOR

Soft drinks a mixture of co2 +sugar + concerted + soft water

How to prepare soft drinks.
Making of soft drink have the following process.

1. Bottle was her machine - It is a big machine controls three

compartment. All the empty bottles, which collect from the

market wash in this machine and prepare for retelling at new
drinks.
2. Water treatment plant – In this machine hard water converted

into soft water which mix with converted and also treated for
drinking.
3. Mixer – In this machine prepare mixture of flavor and sugar.

4. Co2 - Paper co2 gas.

5. Filler- In this machine fields the empty bottle soft drinks. This

machine have three nasals one for co2 one for tretted soft water
and one for flavor. This three nasals together which we drink in
market.
What is cola?
Originally it was the caffeine extract of cola not grown in Brazil and
syria, a commodity new banned for imports. So India manufactures
have to resort to synthetic substitute for it. Thumsup contains coffin
extract was not been used parliament recorded that three are no
means determining whether a cola contains coffin and from what
source the manufacturing are there fore with in their rights to call
their drinks cola although its accept once as such depends on its
consumer.

Coca Cola- Coke is cofferine extract of Cola net grown in Brazil

and Syria Coca Cola is the main flavor. Of coke company. The
colour of coca cola beverage is black. It is very much asked by its
user.
Thums UP - It contains coffeine extract and sugar it is also a sub
flavor of Coca Cola. It was Domestic Brand but in present time
Thums up came under the Coke Thums up merged in coke. It is
also has some colour beverage. It is also asked by its brand Loyal
person.

Coke = Coke, Thumsup Pepsi = Pepsi

Clear lemon
sprite is a clear lemon beverage. It is a basically lemon based
drinks contents no fruit juice contents added flavour. In the place of
sprite pepsi produce 7up and dew.
Coke = Sprite Pepsi = 7UP, Dew

Cloudy lemon
Limca comes under the cloudy lemon. It is a basically lemon based
drinks contents no fruit juice contents add flavour. Limca is having
very much brand Loyalty in all other Cold Drinks.
Coke = Limca Pepsi = Lemon Mirinda

Mango Flavour
Maaza comes under the Mango Flavour. It is a basically mango
based drinks make with mango pulp and sugar. Under coke three
types of Maaza Produce.
Coke – mango maaza Pepsi = Mango slick
Orange maaza
Pineapple maaza

Orange Flavour
Fanta comes under the orange flavour. It is a basically orange
Fanta based pure culd drink. It has three varity.

Coke – Orange Fanta

Green Fanta
Water Melon

Soda – It
It is basically co2 water base drink.

Kinely water -
 It is pure kinely water.

FLAVOUR CHART

In Present time there are 52 brands available in the N.M. Soft

Drink Pvt. Ltd.. The chart has been given below: -
Pack 200ml 250ml 300ml 500ml 1000 1500 2000 330ml
Coke Pm C C C C C C
T Om T T T T T T
Li Wm Li P F L L L L
F FF Li F F F F
S ST S S S S
So So

C
Glass Bottle T
L
F
PET – Plastic bottle (NRB)
NRB Non Retable bottle
RGB = Returnable glass bottle
C= Coke
T = Thumsup
Li = Limca
F = Fenta
So = Soda
 PRACTICAL WORK

Coke Pepsi

Cola Cola
(Pepsi)
Coca Cola Thumsup
Orange
(Fanta) Orange
(Mirinda)
Fanta Orange Fanta Green Apple

Fanta Water Malon

Clear lemon Clear Lemon
(Sprite) (7UP)

Cloudy lemon Cloudy Lemon

(Limca) (Lemon Mirinda)

Fruit Fruit
(Maaza) (Slice)

MAAZA ORANGE MAAZA LEMON

Maaza Pineapple Soda
Soda (Lehar Evervess)
(Kinley)
Kinley Water Kinley Water
(Kinley) Aquafina
 CHANNEL OF DISTRIBUTION
OUT LINE DYGRAM OF DISTRIBUTION CHANNEL OF COCA COLA

Company

Manufacturing goods

Distributors

Dealer Company
Vehicle

Retailer Retailer

Consumer Consumer
DISTRIBUTION CHANNEL
Distribution means supply of goods from company to its ultimate
user. After manufacturing the product the important work for the is
to provide its goods to its ultimate user at the right time and when
manufacturing process has been over. Than marketing work will
be start by the marketing Department adopt the policy for providing
goods to the consumer at the right time and place. Distribution
means the way be which the product reach to the hand of
consumer these all process comes under the Distribution of
Network. Good distribution network is essential for more sailing
and customer satisfaction. If customer or retailer is not satisfy of
your distribution net work. It reflect that company’s Distribution is
not good and some thing is wrong any when.

The Distribution of Coca Cola of best. Company don’t want to take

any type of risk so they have made the distributor in different 2
areas. Distributor take the flavors from the company and deposit
all the payment in advance by this process company get all the
money at the right time. Distributor establish all the goods in bare
house company is appointed 2 or 3 executive for marketing.
Executives are getting the salary from company. But sales man
helper, loader, appointed by the Distributor. Distributor is liable to
give the salary to the sales man helper, loader and clerk the sales
man do the work under the pressure of Executive.
From the bare house company launch the flavors in the market.
The flavor reach in the market to the retailer by two medium.
1) By the company vehicle
2) Dealer

Company vehicle and dealers both provided the flavors to the

Retailer.

Retailer sales the flavor to the consumer. This is the good

marketing strategy.
 SOFT DRINK MARKET IN INDIA

Today India is one of the most potential markets, with population of

around 900 million people, the Indian soft drinks market was only
of 200 cases per year. This was very low even compared to
Pakistan and Philippines. Population and potential market are two
major reasons for major multinational companies of entering India.
They feel that a huge population coupled with low consumption
can only lead to an increase in the soft drink market. Another
increase in the sale of soft drinks in the scorching heat and the
climate of India, which is suitable for high sale of soft drinks. All
these factors together have contributed to a 30% growth in the soft
drinks industry. If the demand continues growing at the same rate,
within two years the volume could touch 1 billion cases. All these
factors are the reasons for the entry two giant of the soft drink
industry of the world to enter the Indian market. These two giants
Pepsi and Coca-Cola, Themselves share 96% of the soft drink
market share. Rest is shared by Cadbury’s Schweppes, Campa
Cola and other soft drink brands. But was the scene same 20
years ago? The answer is No. 1970 was the year of pure soft
drinks Campa cola and Parle people (Thums up and Limca).

Soft drink consists of a flavor base, sweetener and carbonated

water. In general terms non-alcoholic drinks are considered as soft
drinks this name soft drink was given by americans as against
hard which is mainly alcoholic.
The major participants involved in the production and distribution
of soft drink are concentrate and syrup producers, bottlers and
retail channel. Concentrate producers manufacture basic soft drink
flavours and retail channel refers to business location that tells or
serves the products directly to consumers.

Soft drink is not a product, which a person plans to buy before

hand, but is an impulse purchase. Lots of sale depends upon the
strength of merchandizing done at the point of sale.

It all begin in 1977, a change in government at the center led the

exit of coca-cola which preferred to quit rather to dilute its equity to
40% in compliance with the Foreign Exchange Regulation Act
(FERA). The first national cola drink to pop up was double seven.
In the meantime, Pure Drinks, Delhi on coke’s exit, switched over
to Campa Cola.

The beginning of 1980’s saw the birth of another cola drink, Thums
up, Parle the Gold spot people, launched it in 1978-79, as
“Refreshing Cola”. By the mid-eighties Mc Dowells launched Thrill,
and by the late eighties there was Double Cola, which entered in
India market, as a NRO-run out fit with its plant in Nasik
{ Maharastra }, in 1978 Parle, Indian soft drink’s market (share
33%) with its gold spot and Limca brands. Later Thums Up also
started Thums Up. At the same time the threat to the Indian soft
drinks was that of fruit drinks. In 1988, fruit drinks market was
valued at Rs. 40 crores and grew at the rate 20%.
Coca-Cola entered Indian by buying up to 69% of the 1,800 crore
soft drink market { i.e. 5 Parle Export brands of Thums Up’s Limca
Gold spot, Citra & Maaza }.Today the scene has changed making
it a direct battle between two giant Coca-Cola and Pepsi. The
picture will become clearer by looking at the India market shares in
the beverage industry.

One of the strongest weapons in Coke armory is the flexibility it

has empowered its people with. In Coke every employee, may he
be a manager or salesman, have an authority to take whatever
steps he or she feels will make the consumers aware of the brand
and increase its consumption. Thus Coke believes in establishing
and nurturing creditability of the salesman and making
commitment to grow business in accounts. All these factors
together led to a high growth in the Indian market and constantly
increasing market share.
 COMPETITIVE ARENA

The soft drink market all over the world has been witnessing a
neck to neck battle between the two major players, Coca-Cola and
Pepsi since the very beginning. The thirst quenchers are trying
hard to have the major chunk of the pie of carbonated soft drink
market. Both the players are spending their energies in building
capacity, infrastructure, promotional activities etc.

Coca-Cola being 11 years older than Pepsi has dominated the

scene in most of the soft drink markets in the world and enjoying
leadership in terms of market share. But the Coca-Cola people are
finding it hard to keep away Pepsi, which has been narrowing the
gaps regularly. The two are posing threats to each other in every
nook and corner of the world. While Coca-Cola has been earning
most of its bread and butter through beverage sales, Pepsi has a
multi products portfolio with some portion from the same business.

The two warriors are face to face once again here in india with

different strategies and tactics to attack the rival. Coca-cola is

focusing upon the joint ventures with the existing bottlers { fobo }

franchise owned bottling operations to enhance its control on

manufacturing and marketing of its products range and attain the

quality standards of its class.

Countering it pepsi has taken the battle in its own hands by floating

as investment of $ 95 billion to set pepsi company. India holdings,

as subsidiary for { cobo } company owned bottling operations. Both

the companies are following different path to reach the same

destiny i.e. To fetch the bigger portion of aerated soft drink market.

Both consider india a huge potential market, as per capita

consumption here is a mere 3 serving annually against the world

average of 80. Therefore, they are putting in their best efforts to

woo the indian consumer who has to work for 1.5 hours to buy a

bottle of soft drink. In comparison to the international norms

minutes, a major hurdle to cross over for both the athletes for

getting no.1 position comparison to the inter. Coca-cola is well set

with its 53 bottling sites through out the country giving it an edge

over competition by processing a well-built bottling and distribution

set-up. On the other hand, pepsi, with two more years in india, has

been able to set an image of a winner in india and has been able

to get the pulse of the india soft drink market. The soft drink giants

are leaving on stone unturned and her for the long terms.

Coca-cola has been penetrating the market through its wide

product range with a determination to change consumption pattern

of soft drink in india. Firstly, they upgraded the whole industry by

introduction 300 ml bottles, which in turn had given the industry a

booming growth of 20% as compared to the earlier 5%. They want

to develop a coca culture here and are working on a strategy to

offer soft drink in every possible package. In coca-cola camp, the

idea of competition has not come from pepsi, but from the other

beverages such as tea, coffee, nimbu pani, water etc. Pepsi is

quite aggressive in its approach to indian consumer. They are

desperately working on the strategy to be winners in the hot cola

war between two big barons. According to pepsi philosophy, it’s

the madness that encourages executive to think, to conjure up

those creative tactics to knock the fizz out their competition. Pepsi

had plumbed a large on the visibility of its blue red and white logo.

They have been going with aggressive marketing by putting amir

khan, akshay kumar and their advertisement to endorse their

brand, the role models for its targeted consumer the teenagers.

They have increased the fizz in the market place by introducing the

dispensers called fountain pepsi and has been enjoying a lead

over its rival there.

Coca-cola on the other hand, has been working on the saying slow

and steady wins the race’s side by retailing to every more of its

competitor. They have procured the shield of thums up with a

handsome market share in indian soft drink market.

Countering pepsi’s international commercial that used two

chimpanzees to cock a snoop at coke, thums up come with the ad

line, don’t be bandar, taste the thunder. Also thums up has been

positioned now very near to that young image of pepsi and giving it

a though time.

These cool merchants have put everything on fire. It coke got the

status of the official drink of wills. World cup, pepsi blushed as

nothing official about it. As thums up projected as ‘saaree jahan se

achcha’ pepsi was passionate enough with ‘freedom to be’ and

now the “yeh dil mange more” when thums up came with thunder

blast, the other offered ‘pepsi stuff card’. If red is meant for coke,

pepsi has chosen to be blue.

 C O K E ’S M A R K E T IN G S T R A T E G IE S

Coke decides on its marketing strategies at a national level and

lends them a local flavor. For example, while festival mood plays a
strong role in marketing, it is activated for Durga Puja in Calcutta,
Dandiya in Gujarat, etc., Coke has its focus on the youth market in
India.

As a first step toward catching the attention of the youth, coke

signed on cricket heroes Saurav Ganguly and Javagal Srinath.
It slowly started talking about youth passions like cricket, films,
festivals and food. Soon the advertisements started giving the
message, “Eat Cricket, Sleep Cricket, Drink only Coca-Cola”
And now it has started modifying film hits to frame catch lines that
appeal to the youth. This particular strategy has worked well for
coke.

Coke is focused on distribution to ensure that its products are

within customer’s reach. And it saves its focus has begun to pay it

dividends. As per mid-1998 figures coke is selling as many bottles

in the hinterland of punjab as it does the four metros.

 THE FUTURE OF COCA COLA

While doing business overseas offers coke wonderful growth

opportunities it also has its own disadvantages. The economic
slowdown in various overseas markets and the strong dollar had
their impact on coca-cola revenues and bottom line in 1998. But
the company optimistic about the future.

M Douglas Investor, the Chief Executive Officer of the Coca-Cola

Company says, “This past year 1998 has been a challenging
period for the Coca-Cola Company as economic environment
became more uncertain in the later part of 1998, we strongly
believe that our fundamental opportunities for long term growth
have not changed”.

As long as maximization of share holder wealth remain Coke’s

focus for its future is assured Goizueta had stated and proven to
the world that focus on shareholder wealth does more good to the
company than focus on revenues and it is not that coke does not
enjoy volumes for it is world’s No.1 soft drink manufacture. It is not
content with this title and is aiming at higher volumes year after
year. Surely coke will continue to grow. Point on Roberto had
reduced the company basically to its trademark and the returns are
so astronomical as to be off the boards. It just absolutely added a
jet engine to their performance.
 COCA COLA GLOBALIZATION STRATEGIES

The coca-cola company is global player and approximately 70 %

of its volume and 80 % of its profit come from outside the united

states 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 brand coca-cola, sprite and fanta were

marketed globally. In latin america and europe, where a heavy

consumer preference 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 ei salvador and

venezuela, a version of fanta called fanta kolita a cream soda type

of drink became extremely popular. Similarly, in indonesia coke

had been selling pineapple and banana limca, maaza and thums

up in 1993.
 A 100 YEARS OF THE CURVY GLASS BOTTLE
OF COCA COLA

Coca-Cola Company marks a mile stone on Wednesday, 24th

March 1899 Chattanooga; Tenn where its first bottling plant was
started 100 year ago by two men struck one of the most lucrative
business deals in US history.

Joseph whitehead and benjamin thomas offered coca-cola

company owner asia candler a dollar for the right to bottle soft
drinks in 1899. Today 1 billion soft drinks are sold each day in
more than 200 countries around the world.

Candler had purchase what would become the cola company for

$2,300 eight years earlier from john pemberton, an atlanta

phamacist who astonished the world.

Candler though the bottling venture would never succeed, but he

signed the contract with white head and thomas any way, “and the

rest is history”, bob lovell, vice president of marketing for coca-cola

bottling company. United inc., said in telephone interview from

chattanooga.
Lovell said thomas had seen cuban fields hand drinking pina fria
a pineapple beverages, from bottles while he was
Stationed in cuba during spanish american war. When he returned

to chattanooga, he decided to pitch the idea of bottle soft drinks to

coke, which was then sold only as a fountain beverage.

“it occurred to him that coca-cola in bottles would be very

popular”, lovell said, “mr. Candler did not see any future in it

because the containers were not sound, but that’s how it all came

about. “thomas and whitehead promised to pay one dollar for the

right to bottle coca-cola, but legend has it that no money changed

hands.
 COKE’S BOTTLING STRATEGIES

In the soft drink business the bottlers are responsible significant

extent for ensuring the availability of the products. Bottlers are
supplied with concentrate to which they add aerated water and
bother ingredients before packing and sealing either cans or
bottles. Bottlers play a strategic role in the success of soft drinks
companies and this was not far from Goizueta’s mind.

In 1986 the company merged some of its company owned bottling

operations with two large ownership groups that had been put up
for sale. All these bottling activities were combined to from its own
subsidiary Coca-Cola Enterprises (CCE) to handle bottling
operations. The Coca-Cola Company took 49 percent equity stake
in Coca-Cola Enterprises enabling it to retain its own balance
sheet.
 P R O M O T IO N : T H E C O C A -C O L A W A Y

Goal for the 90’s

“TO PLACE COCA-COLA WITHIN AN ARM’S REACH OF
DESIRE.

Consumer activity clusters :-

• Grocery shopping
• Other shopping & services
• Eating and drinking
• Entertainment / Recreation / Leisure
• Travel / Transportation / Hospitality
• Educational
• At Work

The 3A’s :-
The strategy for reaching in creasing numbers of consumers in
India is based on the belief that consumers will buy our products it
they are Available, Affordable and Acceptable.

Strategies for the 3A’s

• Focus on the consumer and customer.
• To provide quality customer services, and caring about the
quality of performance in respective jobs.
• Caring enough about what we do, to it the best we know how.
The 3A’s is Coca-Cola underlying strategy for meeting its goal to
reach increasing numbers of consumer’s. How does coke position
its limited resources to help meet its good. Let us explore the
specific ways in which the Coca-Cola system addresses each of
the 3A’s :-
Availability
Some of the ways in which the Coca-Cola Company hopes to
increase availability of its product include improved or innovative
packaging, dispensing systems, distributions system, marketing.

Affordability
The ways to address affordability include pricing decisions, as well
as resource management. To make its product available at a price
affordable to the consumer. Continually processes more efficient
and therefore more cost-effective.

Acceptability
Making coca-cola brand products the beverage choice for any
occasion’s depends on a variety of strategies to reach the target
audience. The common strategies adopted to effect acceptability
were though sponsorships, promotion youth market activities,
community programs, and other activates.
 DISTRIBUTION IN THE COCA-COLA SYSTEM

Getting Products to Market

One of the value of the coca-cola system is presence that coca-
cola should exist everywhere. In the words of former CEO-India
operations – Richard Nicholas, “Our goal is to have coke
available within an arm’s reach of desire”. To fulfill this gool,
coca-cola not only produces products, but also has an effective
systems to distribute them all over India.
Distribution
Distribution sales + delivery + merchandising + local account
management.
Distribution of Coke’s products includes the activities of sales,

delivery merchandizing and local accounts management. These

are two major types of distribution systems :-

(i) Direct and Indirect

In direct distribution, the bottler partner direct control over the
activities of sales, delivery, merchandizing and local account
management.

In indirect distribution, an organization which is not a part of

the coca-cola system has control of one or more of the
distribution elements (sales, merchandizing and local
accounts managements).
With direct distribution there are two types of sales :-
Advanced sales and conventional sales.
In conventional sales, all the distribution activities (Sales, Delivery,
Merchandizing and Local Accounts Management) are performed
by the same persons.
In advanced sales, sales and delivery are performed by different
people within the coca-cola system.

Difference between a customer and a consumers.

• a consumer is some one who drinks coca-cola products.
• A customer is a business location which sells or serves coca-
cola products to consumers.

Merchandizing
One the products are delivered to the customer’s they are
promoted at the point-of-purchase to maximize the company’s
sales opportunities, merchandizing involves looking at the
presentation of the products through the eyes of the consumers. It
is an on-going process that help the company present its products
properly to the consumers in the market place for instance, is the
display attractive? Are the product neatly organized.

Presenting the products

Coca-cola presents its products for sale in four different ways.
They are as follows :-
• Secondary display
• Coolers
• Vending machines
• Post mix / pre mix

India’s relationship with coca-cola

Just after independence, the maharaja of patiala oversaw his
coca-cola hoarding from his huge, ornate palace, coca-cola export
representative frank harrold, was awed by the maharaja’s opulent
life style. In 1993 after coca-cola returned to india after a 16 year
absence (george fernandes threw the company out of the country
in 1977 on the pre text that it had refuse to divalge its formula to
indian officials), ceo of the coca-cola company, robesto boirueta
“salivated over a virtually untapped market of 840 million people”.
 FUNCTION OF PLANT

FIRST PROCESS
Water Treatment
RAW WATER (Water direct from Tube Well)

SOFT WATER (Making   bacteria   free   by   using   lime 

stone, bleaching powder and FeSo4)

T.T. WATER (Treated tank water)

Raw Syrup Room

T.T. Water + Sugar + 85%

MIXING

Multi State Filtration

Ready Syrup Room RAW SYRUP

One Unit  Coke Thums  Limca Fanta

concentrate makes  Up’s
100 crates

Ready Syrup

A
 A

Ready  Syrup

Aramix Plant

Ready Syrup + T.T. Water + CO2

SOFT DRINK IS READY
SECOND PROCESS

BOTTLES ARE LOADED 
ON THE CONVEYER BELT

(Bottle which can not 
First Light  be cleaned pick out 
Inspection from the Row)

Water washing 
Process

Prerinse  Water Washing 
Compartment with Soft Water

Prewash (2% Castic tem 60OC 
with soft water)

65OC Soft 
Water wash

Socker

70OC Soft Water 
wash with 
3.5% Castic

Hydro  (Removing Causitc, 
Compartment by 45 OC soft water
 (Prefinal Wash)

Final Wash (Washing 
soft water)

Clean Bottles

(Compressed
Filling)
Clean Bottles + Clean Bottles

Bottled Soft Drink

Clean Bottles

Printing Date and Price

Third Light Inspection

The Soft drink is  FINAL 
ready PRODUCT
 TECHNIQUE INVOLVED IN DEFINING PROBLEMS

O BSERVE THE PRO BLEM

Under this investigate by own observation without interview is the
respondent. This also adopted by me by observation data can be
collect more correct. It is depend upon ability of investigator.

CO LLECT THE PROBLEM

After collecting the data I considered that what is the problem for
the company and when company ants to know his weakness.

A N A L Y S IN G T H E P R O B L E M
After collecting the problem I analysis the problem such as how
many problems are general and how many are different from
others and how many problem is considerable and solvable.

T A K E S O L U T IO N
After analyzing the problem I sow that 90% problem was general
and I found 20% problem personal and I was found 10% problem
as Genuine which is considerable and soluble. General solution
solve the journal problem remaining 10% problems solution we
found and then after we implement the solution.

A P P L IC A T IO N O F S O L U T IO N
After founding the solution we apply the solution and satisfy the
customer & consumer.
 GUIDELINES FOR CONSTRUCTING
QUESTIONNAIRE / SCHEDULE

The researcher must pay attention to the following points in

constructing an appropriate and effective questionnaire or a
schedule:
(1) The researcher must keep in view the problem he is to study
for it provides the starting point for developing the
Questionnaire / Schedule. He must be clear about the
various aspects of his research problem to be dealt with in
the course of his research project.

(2) Appropriate from of questions depends on the nature of

information sought, the sampled respondents and the kind of
analysis intended. The researcher must decide whether to
use closed or open-ended questions. Questions should be
simple and must be constructed with a view to their forming a
logical part of a well thought out tabulation plan. The units of
enumeration should also be defined precisely so that they
can ensure accurate and full information.

(3) Rough draft of the Questionnaire / Schedule be prepared,

giving due thought to the appropriate sequence of putting
questions. Questionnaire or schedules pervasively drafted (if
available) may as well be looked into at this stage.

(4) Researcher must invariably re-examine, and in case of need

may revise the rough draft for a better one. Technical defects
must be minutely scrutinised and removed.
(5) Pilot study should be undertaken for pre-testing the
questionnaire. The questionnaire may be edited in the light of
the results of the pilot study.

(6) Questionnaire must contain simple but straight forward

directions for the respondents so that they may not feel any
difficulty in answering the questions.
 GUIDELINES FOR SUCCESSFUL
INTERVIEWING

Interviewing is an art and one learns it by experience. However,

the following points may be kept in view by an interviewer for
eliciting the desired information:
(1) Interviewer must plan in advance and should fully know the
problem under consideration. He must choose a suitable
time and place so that the interviewee may be at ease during
the interview period. For this purpose some knowledge of the
daily routine of the interviewee is essential.

(2) Interviewer’s approach must be friendly and informal. Initially

friendly greetings in accordance with the cultural pattern of
the interviewee should be exchanged and then the purpose
of the interview should be explained.

(3) All possible effort should be made to establish proper rapport

with the interviewee; people are motivated to communicate
when the atmosphere is favourable.

(4) Interviewer must now that ability to listen with understudying

respect and curiosity is the gateway to communication, and
hence must act accordingly during the interview. For all this,
the interviews must be intelligent and must be a man with
self-restraint and self discipline.

(5) To the extent possible there should be a free-flowing

interview and the questions must be well phrased in order to
 have full cooperation of the interviewee. But the interviewer
must control the course of the interview in accordance with
the objective of the study.

(6) In case of big enquiries, where the task of collating

information is to be accomplished by several interviewers,
there should be an interview guide to be observed by all so
to ensure reasonable uniformity in respect of all salient
points in the study.
 RESEARCH
METHODOLOGY
1. Research Design: The research design is a master plan specifying the method

and procedures for collecting and analyzing needed information. The research

design in this project is DESCRIPTIVE and Descriptive research includes

surveys and fact-finding inquiries of different kinds. Casual research is used to

know the cause and affect relationship.

2. Data Collection Methods: The source of data includes primary and

secondary data sources.

Primary Sources Primary data has been collected directly from sample

respondents through interview method and with the help of structured

questionnaire.

Sampling Technique: Non-Probability Convenience Sampling.

Sampling Size: 100 Respondents

Sampling Unit: Ghaziabad

Secondary Sources Secondary data has been collected through from standard

textbooks, Newspapaers, Magazines & Internet.

3. Data Analysis:

The data collected through survey was analyzed with help of simple

percecentages. Tabular and graphic methods, which included pie charts and

bar graphs, are used to analyze data.

 TECHNIQUES FOR SALES PROMOTION

1) Product availability
2) 100% rich
3) Good relation
4) Warm display
5) Cold display
6) Proper singer
7) Rich at one time
8) Fulfil your commitment

1) Product availability
It means all the flavour of coca cola should be available at one
time. By which customer can able to give any flavour to the
consumer and can give the satisfaction.

2) 100% rich - it means. Company top management always

should always worry about the quality of all the brands. If any
organisation wants to service in the market and wants to better
image then quality play a very integral role so for sales
promotion quality should by 100% good.

3) Good relation – company’s executive, sales man should make

good relation from dealer, whole seller and retailer. There is
only 20% brand loyal person. Remaining 80% impulse selling is
going on. It means in india in cold drinks line which ever brand
consumer see first of all that brand will demanded by user. The
selling is high that particular brand. So i want to say that if. The
 executive relation will goods from dealer, whole seller retailer.
Then he will arrange coke brands on front of shop by which
coke selling will improve.
4) Worm display
5) Cold display
Proper shinage - proper shinage also play a key roll in more
selling.
Fulfil your commitment – if executive promise to the customer of
any type. Then executive shovel fulfil his promise, such as.
Executive say that to the retailer if you will sell 1000 carrot in this
month then i will give you a coke fridge. If retailer has sold out
1000 carrot in the a month then executive should fulfil his
commitment. By this manner selling will also improve.
 USE OF RESEARCH METHODOLOGY

Without using research methodology to find new fact and

knowledge is not possible.

First of all question is arises what is research -

“research as a scientific and systematic search for pertinent
information on a specific topic. In fact research is an art of
scientific investigation”

OBJECTIVE OF RESEARCH

The main aim of research is to final out the truth which is hidden
and which has not been discounted as yet. The purpose of
research is to discover answers to questions through the
application of scientific procedures of collecting the data.
 METHOD ADOPTING IN THE RESEARCH

Personal interview method

Adopted the personnel personal interview method in this method

we made a questioner with this questioner we used to go in the
market and see the customer one by one. First of all we used to
give the introduction with smile enthusiastic and with proper eye
contact and demand to give 2 or 3 minute to fulfil his questioner
and then after we started to put the questioner at the retailer and
completed the questioner. This method is most appropriate
method for collecting the data. By this method researcher get the
actual report
 TECHNIQUE INVOLVED IN DEFINING PROBLEM

1) Observation the problem

2) Collect the Problem
3) Analying the Problem
4) Take Solution
5) Application the Problem
6) Solving the Problem

O BSERVE THE PRO BLEM

Under this investigate by own observation without interview is the

respondent. This also adopted by me by observation data can be
collect more correct. It is depend upon ability of investigator.

C O LLECT TH E PRO BLEM

After collecting the data I considered that what is the problem for
the company and when company wants to know his weakness.

A N A L Y S IN G T H E P R O B L E M

After collecting the problem I analysis the problem such as how

many problems are general and how many are different from
others and how many problem is considerable and solvable.
T A K E S O L U T IO N

After analysing the problem I sow that 90% problem was general
and I found 20% problem personal and I was found 10% problem
as Genuine which is considerable and soluble. General solution
solve the journal problem remaining 10% problems solution we
found and then after we implement the solution.

A P P L IC A T IO N O F S O L U T IO N

After founding the solution we apply the solution and satisfy the

customer & consumer.

 MARKET SHARE OF COCA COLA IN THE MARKET

In Present situation of Coca Cola is very good in the market. The

company have good market share app. 67% and remain 33%
market share covered by his close competitor Pepsi in this Area.

Last years situation was not that. Last years market share of coca
cola and pepsi was app. Same in the market but in this year
company adopted new strategy and provided good service and
provide more and more customer satisfaction company top
management have taken a good decision in this year. Decision
was that all the flavor’s rate should be decreased by which lower
level people can be taken the enjoy of coke and the company
provided a new flavor of 200 ml in the birth rupees of 5 . This
brand have got good position in middle level and lower level family
so by the virtue of good strategy company have got good market
share app. 67% right now coke position is much more strong.
Comparison to pepsi.
FINDINGS
 COMPETITIVE MARKET SHARE

Cola
Pepsi = 45%
Coke = 35%
Thumsup = 20%

20%

45%

35%

Pepsi Coke Thumsup

Orange
Fanta = 75%
Mirinda = 25%

25%

75%

Fanta Mirinda
Cloudy Lemon
Limca = 80%
Lemon Mirinda = 20%

20%

80%

Limca Lemon Mirinda

Clear Lemon
Sprit = 75%
7UP = 25%

25%

75%

Sprit 7UP
Mango
Maaza = 80%
Slice = 20%

20%

80%

Maaza Slice

Soda
Kinley = 50%
Lehar Evervess = 50%

50% 50%

Kinley Lehar Evervess

Can
Coke = 40%
Pepsi = 60%

40%

6
60%

Coke Pepsi

PET
Coke = 60%
Pepsi = 40%

40%

6
60%

Coke Pepsi
Kinley Water
Kinley = 80%
Aquafina = 20%

20%

80%

Kinley Aquafina

Total Product
Coke = 63%
Pepsi = 37%

37%

6
63%

Coke Pepsi
SWOT Analysis
 SWOT ANALYSIS

STRENGTH
• Company product having a good brand name and trade mark.
So that there is no such problem for convenes the user.

• Being a franchise company product trade mark. That’s why it’s

scope is worldwide.

• Coca cola capturing near about 69% market in cold drinks line
remaining 31% captured by its main competitor Pepsi. The
reason behind that good supply and its all flavor like Thumsup,
Limca, Fanta, Maaza and Sprite also asked by the user in
Sahibabad Area.

• Coca Cola good Brand Image not only in India rather all over
the world. That’s why there is no need of Advertisement.

• Company marketing policy is consumer oriented by doing

mentioned M.R.P. and manufactured date.

• Company having expert management so that company can

provides better goods & service for the ultimate user.

W EAKNESS
• The main weakness of the company is that company is not in
position of provide all flavor’s to the customer daily or at a one
time.
• Customer is not happy from company marketing policy. He
wants company will start special discount program or increase
maximum retail price.

• Most of the retailer’s problem is that no. company person

comes at the shop for listening the problem.

• Company top management not declare the scheme before one

or two days. That’s why scheme catalogue not prepared by the
lower level management. In this way retailers are not satisfy for
company policy.

• Company management is not doing any thing for retailer. If

management is not provide any relief then he will increase
M.R.P.

O P P O R T U N IT Y
• Company can increase his product selling by increasing plant
capacity and manufacturing capacity.

• Being a seasonal selling product provide all the flavor to the

customer in hot session very necessary. It is the opportunity for
the company.

• By providing better goods & services company can increase his

market share.
• In present now the competitors are very less so that company
can compromise its main competitor Pepsi and can take
maximum profit.

THREAT
• Company should do something for customer interest. Providing
beneficial scheme and good relation to customer other wise it’s
other competitor will develop and they will capture its market.

• Cold Drinks selling is very much depend on customer or retailer

so that retailer is not happy than sale can be effected in future.

• In this time only two or three competitor are existing in the

market. In the future the competitor can increase. So that
company should prepare some future plan for maintaining it’s
market share.

• Some domestic competitor can develop in the market.

Company should prepare long term future plan for permanently
existing in Host Country.
 RECOMMENDATIONS

• Company should prepare future plan for maintain selling in

market. Because company competitor can increase and can
capture the market.

• Company should provide special benefit to the retailer. Other

wise his interest will go down from cold drinks.

• Present time competition is not high in this line because it’s

competitor is only Pepsi. So that company can do compromise
with Pepsi and both can increase product’s M.R.P.

• Company should appointed a special representative for

listening retailer’s problem and solve them. He can also find out
some shortcomings of salesman & others.

• In case of cold drinks selling mostly depend on retailer. So that

his satisfaction needed.

• Test of all flavor like, Coke, Thumsup, Limca, Fanta, Maaza and
Sprite should also good.

• Defected goods should be returnable or changeable.

• Good execution is a main factor in more selling good execution

improves selling.
• Sales executive & salesman relation and good behavior also
provide effective guidelines in increasing selling.

• For more selling company person should fulfil his commitment.

• In Cold Drinks line brand loyalty found only 20%. So that which
will be visible that will salable.
 The serving tray the art work of popular
magazine illustrator hamilton king in 1913.
This tray valued at over $1000.

The famous “Sprite Boy” was created by noted

artist Haddon Sundblom and was used for the first
time in 1942 advertising to introduce the name “
Coke”.
 BIBLIOGRAPHY

 Internet site
• www.cocacola.com
• www.pepsico.com
 Record of N.M. Softdrinks, Sat Nirnkari Colony, Delhi
 Record of luminous marketing.
 News items of English dailies, published from New Delhi.
• The Times of India
• The Telegraph
• The Economic Times
 Advertisement on coke products.
 Advertisement on Pepsi product.
 Consulted Libraries
• American Library
• British Library

 Consulted Books
• Research for marketing Decision by P. Green, D.S.
Tull, G. Albaum
• Marketing Management -Phillip Kotler.
 QUESTIONNAIRE

Market research on Behalf of Coca-Cola

Student Name - Khushboo Agarwal

Topic - Market Share & Distribution
Channel of Coca-Cola
Company - N.M Soft Drink Pvt. Ltd. (Coca-Cola)
153/1, Nirankari Colony, Delhi-110009

1. Name of the outlet …………………………………………………………..

2. Contact Person………………………………………………………………
3. Address ………………………………………………………………
………………………………………………………………
4. Telephone No. ………………………………………………………………
5. Type of outlet
E [ ] R[ ]
G [ ] K [ ]
Others [ ]

6. Which brand you selling more

a-Coke [ ] b- Pepsi

Reason ………………………………………………………………

7. Source of procurement
Dealer / Whole Seller / Company vehicle

Reason ………………………………………………………………
8. If you want to purchase Coca Cola Brands from
Company vehicle, your demand.
…………………………………………………………………………

9. Sale man Behavior

A-good [ ]
B-Bad [ ]

10. Recommendations for company for more selling.