A RESEARCH PROJECT

“THE DIFFERENCE OF SALSE AND MARKETING OF

SOFTDRINK PRODUCT BETWEEN RULAL AND
URBAN AREA” OF

A Dissertation Submitted in Partial Fulfillment of the Requirement for the

Degree of
BBA
Batch- 2007-2011

Submitted by: Guided by:

Vivek kumar Miss Himani agarwal

MANGALAYATAN UNIVERSITY
BESWAN ALIGARH

1
 CERTIFICATE

This is to certify that the Dissertation “COMPREHENSIV STUDY OF

RETAIL ENVIRONMENT FOR THE BEVERAGE INDUSTRY has

been completed by “VISHNU KANT SHARMA” student of MBA (2007-

09) in partial fulfillment of the requirement of the MBA Degree.

Signature Signature

VISHNU KANT SHARM A ANKUR MITTAL

MBA

2
3
 Table of Contents

PART-1

1. Preface
2. About Company
 Introduction of Coca-cola
 History of coca-cola
 Achievements
 World history
 Bring back the fizza to India
 Coca-cola in India-Products & Quality
 Coca cola supply system
 Mission of the coca cola india
 Advertisement it’s the real thing
 Media of advertising
 About bottling system
 The whole process of production
 Coke products in the entire world
 Coke’s bottling plants in India
 Media of advertising
 About agra sales & marketing P (Ltd.)
 The organizational profile (Agra S. & M. Pvt. Ltd.)
 Product profile of the Agra S. & M. Pvt. Ltd.)
 Organization chart
 Coke agencies in agra

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 PART-2

1. Methodology
 Research Methodology
 Marketing research process
 Problem formulation
 Research design
 Data collection
 Sampling procedure
2. Graphical Representation
3. SWOT Analysis
4. Findings and conclusions
5. Suggestions and recommendations
6. Executive summary
7. Limitations of Study
8. Bibliography
9. Questionnaire

5
 ACKNOWLEDGEMENT

I would like to thank many people who helped me to complete this project. I

am thankful to Mr. ANKUR MITTAL & Mr. AJAY SHARMA, without

your support, it is not possible to complete this project. Your unending

motivation, advice and encouragement helped me to complete this project.

They provided me complete guidelines for this project.

We would also like to thank all those people who are not mentioned here but

have played a part in this project.

Place: - Aligarh Vivek kumar

6
 DECLARATION

This hereby to declare that me Vivek, Enrollment number 2007 CBA 061 is

student of B.B.A. Fifth semester of B.M.A.S Mangalayatan University, has

successfully prepared a project on “THE DIFFERENCE OF SALES AND

MARKETING BETWEEN RURAL AND URBAN AREA OF SOFT

DRINK PRODUCTS”. This is stated that the work done is original one and

has not been submitted earlier whether to the university or any other

institution for fulfillment of the requirement of a course of a study.

Place:- Aligarh Vivek K umar

7
 PREFACE

The topic of our project is “.”

In this project I have to sort out the

difference of sales of soft drink products between rural and urban area, In

which way the market of rural and urban area differs, difference of the

company services between rural and urban area, market share of soft drinks

in rural and urban area, notice the retailers behavior, to check the distributors

service and behavior.

I have to seek out these differences between rural and

urban area. For this I have given the rural and urban area of Agra region.

8
 ABOUT
COMPANY

9
 The coca-cola
1886.5.8 : Coca-cola was born in ATLANTA, GA, by John Styth

Pemberton.

1886.5.29 : First coca-cola ad appeared in the Atlanta journal.

1886 : “Drink coca-cola”

1888 : Asa G.candler purchased coca-cola after Pemberton’s

death.

1891.4.13 : Complete control of coca-cola brought for $2300 by

Candler.

1892.1.29 : The coca-cola company formed by the Candler, et.al.

1893.1.31 : The trademark “coca-cola” first registers in patent office.

1894 : Joseph A. Biedenharn of vickburg, MS, first to bottle

coca-cola using Hutchinson stopper – type glass

bottles.

1894 : First outdoor sign advertising “coca-cola” painted in

Cartersville, Georgia.

1895 : coca-cola sold in very state and territory in the U.S.

1899 : First bottling plant opened in Chattanooga, TN.

1904 : “Delicious and Refreshing”

1905 : “coca-cola revives and sustains”

10
1963.6.6 : Fourth billionth gallons of coca-cola syrup were

manufactured.

1966 : Fifth billionth gallons of coca-cola syrup were

manufactured.

1967 : The coca-cola company foods division formed from

Minute Maid Company and Duncan foods.

1969.1 : Sixth billionth gallons of coca-cola syrup were

manufactured.

1970 : “It’s the real thing”.

1971 : “I’d like to buy the world a coke”.

1972 : Mr.Pibb was introduced.

1974 : Sugar-free sprite was introduced.

1975 : Georgia coffle was introduced.

1975 : “Look up America”.

1976 : “Coke adds life”.

11
1977 : The contour bottle design trademark was granted by the

U.S. patent office.

1978 : Plastic PET (Polyethylene Terephthalate) bottles were

introduced.

1979 : Mello yellow and rambling root beer were introduced.

1979 : “Have a coke and a smile”.

1982 : Diet coke was introduced.

1982 : “Coke is it”.

1982 : Purchased Columbia picture industries, Inc.

1983 : Caffeine-free coca-cola, diet coke, Tab were introduced.

1983 : Sugar-free sprite renamed diet sprite.

1984 : Diet Fanta was introduced.

1985 : Cherry coke, coca-cola with a new taste and coca-cola

classic were introduced.

1985 : New coke was introduced.

1985.7 : “Coca-cola” becomes the first soft drink consumed in

space aboard the space shuttle challenger.

1986 : Catch the wave (coca-cola) Red White & you (coca-cola

classic).

12
1986 : Coca-cola Enterprises inc. was formed from existing and

acquired bottling operations.

1987 : Minute Maid brand soft drinks were introduced.

1987 : Columbia pictures Entertainment, Inc. formed from

Columbia and Tri-Star pictures.

1989 : Diet Mello Yellow was introduced.

1989 : “Can’t beat the feeling”.

1990 : Caffeine-free coca-cola classic and PowerAde

introduced.

1990 : “Can’t beat the Real Thing”.

1991 : Blend of recycled and virgin plastic bottles was

introduced.

1992 : New coke renamed coke II.

1992 : More than 685 million servings of all coca-cola products

were consumed per-day worldwide.

1992 : 506 million 8-oz. Servings of coca-cola brand soft drinks

were consumed per-day worldwide.

1993 : “Taste it All”.

13
1993 : 20-oz contour PET plastic bottle was introduced.

1993 : “Always coca-cola”.

1994 : Fruitopia was introduced.

1994.5.21 : Bobby began collecting coca-cola.

1994.6 : “Play red hot summer again”.

1995.8.2 : Coca-cola completes it’s acquisition of barq’s Inc.

1996.6 : “Play red hot Olympic summer”.

1996.9 : “Play NFL red zone”.

1997 : 0.5 liter contour PET plastic bottle was introduced.

1997.1 : Surge was introduced.

1997.1 : Citra was introduced.

1997.1 : “Always coca-cola classis” without the white ribbon

logo introduced.

1997.3 : Contour-shaped aluminum cans test-marked in

Terre marketed in Terre Haute, Indiana and four

other cities in U.S.

1997.6 : “Coca-cola incredible summer”.

1997.10.18 : CEO Roberto C. Goizueta since 1981 died at the age 65

in Atlanta, Georgia.

14
1997.10.23 : M.Doughlas investor becomes the 10th chairman of the

board.

1998.5 : 1998 coca-cola card promotions.

1998.12.11 : Coca-cola buys Cadbury Schweppes non-U.S.

Beverages business.

1999.5 : 1999 coca-cola card promotions.

1999.6 : coca-cola red hot summer day’s promotion.

2000.1 : “Enjoy coca-cola”.

2000.2.17 : Doug Daft became the 11th chairman of the board.

2000.3.7 : World of coca-cola Las Vegas museum closed.

2000.3.19 : Coca-cola fifth avenue store closed.

2000.4 : Everything coca-cola stores opened in Tokyo.

2000.6 : Coca-cola discovers can $1 million promotion.

2000.07 : Coca-cola online stores opened.

2001.04 : “Life tastes good”.

2001.05 : Vanilla coke introduced.

2002.05 : Vanilla coke introduced.

2003.01 : “Coca-cola……..Real”.

15
 ACHIEVEMENTS

1886 : First introduced by J.S. Pembertor.

1891 : Atlanta entrepreneurs Asa. G. Candler acquire ownership

of coca-cola.

1893 : Coca-cola registered at U.S. patent office.

1894 : Coca-cola got in to bottles.

1899 : Large scale bottling possible and sold by Mississippi

merchants.

1900 : Coca-cola bottling plant came up in.

1923 : Assumed charged by Robert Woodruff.

16
1928 : Cases of coca-cola accompanied the U.S. Olympic team.

1939 : Company ensured the every American soldiers had

access to five cents coca-cola bottles.

1950 : Cola were a daily consumption item stored in household

fridge.

1960 : New Soda drink Fanta appeared.

1961 : Sprite launched in U.S.A.

1963 : A one caloria cola TAB launched.

1966 : Fresca, a low calorie citrus drink launched.

1975 : Company launched Georgia canned coffee.

1982 : Diet coke launched for health conscious drink.

1985 : Launched with a new formula to coke preparation drink.

NEW ACHIEVES OF COCA-COLA COMPANY

17
 1. Company helps return civil rights leader’s historic.

2. Hindustan Coca-Cola sets water conservation.

3. Companies join U.N. effort to expand access to marketing deal

with 7-Eleven.

4. Coca-Cola®, Coca-Cola Zero® Ads with awards at cannes

festival.

5. U.K. daily gives Coca-Cola Zero it’s “STAR CHOICE” award.

WORLD HISTORY

E Neville Is dell is chairman of the Board of Directors and chief executive

officer of The Coca-Cola Company. Is dell was named to his current

position in June 2004, and is the 12th chairman of the Board in the history of

the Company. A native of Ireland, Is dell joined The Coca-Cola Company in

1966. Is dell received a bachelor's degree in social sciences from the

University of Cape Town and is a graduate of the Harvard Business School

Program for Management Development.

Steven J Heyer is President and Chief Operating Officer and Mary E

Minnick Executive Vice President President and Chief Operating Officer

Asia.

18
Coca-Cola was invented in May, 1886, by Dr John S Pemberton in Atlanta,

Georgia. The name "Coca-Cola" was suggested by Pemberton's bookkeeper,

Frank Robinson. He penned the name Coca-Cola in the flowing script that is

famous today. Coca-Cola first sold for five cents a glass at a soda fountain in

Jacob's Pharmacy. During its first year, sales of Coca-Cola averaged six

drinks a day.

The tallest Coca-Cola bottling plant is in Shatin, China which has 25 floors.

The bottling plant at the highest elevation in the world is located in Bolivia,

at 12,000 feet. Adorning the world's tallest bottling plant is a painted sign

covering nearly 3,300 square meters!

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 The Worlds Largest Beverage Company

While much of the world has changed since 1886, with the old giving way to

the new at almost daily strokes, what has withstood the test and taste of time,

binding the young and old to enjoy their moments of simple pleasure and

eternal joy is the magic of Coca-Cola. And this year, consumers the world

over will reach for products of The Coca-Cola Company more than a billion

times every single day. The world s largest beverage company has come a

long way since its modest beginnings more than a century ago...

BRING BACK THE FIZZA TO INDIA

20
 Brings Back The Fizz To India

Coca-Cola, the corporate nourishing the global community with the world’s

largest selling soft drink concentrates since 1886, returned to India in 1993

after a gap of 16 years giving new thumbs up to the Indian Soft Drink

Market. In the same year, the Company took over ownership of the nation's

top soft-drink brands and bottling network. No wonder, our brands have

assumed an iconic status in the minds of the consumers.

A Healthy Growth To The Indian Economy

Ever Since, Coca-Cola India has made significant

investments to build and continually consolidate its

business in the country, including new production

facilities, wastewater treatment plants, distribution

systems and marketing channels.

Dr. John Stith
Coca-Cola India is among the country’s top international Pemberton for the
first time
investors, having invested more than US$ 1 billion in produced the
syrup for Coca-
Cola on May 8,
1886
21
India within a decade of its presence and further pledged another US$ 100

million in 2003 for its operations.

A Pure Commitment to The Indian Economy

The Company has not only shacked up the Indian carbonated drinks market,

and given consumers the pleasure of world-class drinks to fill up their

hydration, refreshment & nutrition needs but has also been instrumental in

giving an exponential growth to job opportunities.

Creating Enormous Job Opportunities with virtually all the goods and

services required to produce and market Coca-Cola being made in India, the

business system of the Company directly employs approximately 6,000

people, and indirectly creates employment for more than 125,000 people in

related industries through our vast procurement, supply and distribution

system.

22
The vast Indian operation comprises 25 wholly owned company-owned

bottling operations and another 24 franchisee-owned bottling operations.

That apart, a network of 21 contract-packers also manufactures a range of

products for the Company.

On the distribution front, 10-tonne trucks, open-bay three-wheelers that can

navigate the narrow alleyways of Indian cities constantly keep our brands

available in every nook and corner of even the country’s remotest areas.

These are only some of the facts that speak about our commitment to the

growth of the Indian Economy.

It maybe an uneasy homecoming for Atul Singh, who takes charge, on the

first of next month, as president of Coca-Cola India. He had joined the

company in 1997 as vice-president, marketing, and headed its franchisee

bottling operations during 1999-2002.

Singh, who is now the company's president for the east, central and south

China division, steps into the shoes of Sanjiv Gupta, who is largely

understood to be leaving under not very agreeable circumstances. Secondly,

23
Gupta is not vacating the seat warm. Right now, it is quite the proverbial hot

seat.

The pesticide controversy is refusing to fade away - Coke has just taken a

united stand with arch rival Pepsi to move the Supreme Court against the

Rajasthan high court's order telling the two companies to declare the

pesticide status on the bottles.

SC issues notice to Coca Cola

The issue of drawing water in a remote Kerala pocket refuses to leave centre

stage. The Panchayat does not appear to be in a mood to relent.

As if that was not enough, the India performance has been a dampener for

the MNC's second quarter results announced in Atlanta on June 21. Unit

case volumes in the country decreased 14 per cent in the quarter.

24
That is quite a comedown from three years ago, when the Indian outfit had

been declared Coke's best performing subsidiary in the world.� The worse

news was in the outlook. The company admitted that it did not see much

light at the end of the tunnel this year in spite of a reorganization of its

Indian operation.

"Price increases to cover rising raw material and distribution costs, the

lingering effects of the false pesticide allegations and the de-emphasis of the

powder business drove the declines," the company said in a statement,

adding, "...results are expected to remain weak throughout 2005."

Soft drinks, hard truths

And then there are all the theories about Gupta's decision to quit, all of

which say the same thing, that Gupta is leaving in a huff because his

position has been undermined in a recent business reorganization.

Gupta's resignation came early last month, around the time that the company

restructured its India operations appointing John Ustas, who was heading

25
Coca-Cola's bottling operations in Norway, as the CEO of the company-

owned bottlers in India.

Gupta used to head all of Coke's operations in India, including company-

owned bottling. Ustas reports directly to Steve Buffington, the regional

director of Latin America and Asia for bottling investments, leaving Gupta

looking after the concentrate business, franchise bottlers and marketing

operations.

In an executive office memorandum issued to all its employees announcing

Singh's appointment, Coca-Cola said it was a 'challenging' and 'strategically

important' opportunity for him. Understatement, we say.

Coca Cola India division consists of India, Sri Lanka, Bhutan and

franchisees as well as bottling operations in India. In India, the company has

24 Cobos and 26 franchisee-owned bottling plants. These come under its

subsidiary, Hindustan Coca-Cola Beverages.

26
In an executive office memorandum issued to all its employees announcing

Singh's appointment, Coca-Cola said it was a 'challenging' and 'strategically

important' opportunity for him. Understatement, we say.

Coca-Cola IN INDIA – PRODUCTS &

QUALITY

Products

27
Coca-Cola serves in India some of the most recalled brands across the

world, which include names such as Coca-Cola, Diet Coke, Sprite, Fanta,

along with the Schweppes product range. The acquisition of Thums Up

brought some of the leading national soft drinks like Thums Up, Limca,

Maaza, Citra and Gold Spot under its umbrella. To add to this, Kinley

mineral water was launched in the year2000.

The Company ranking up "firsts" in the introduction of Canned and

PET soft drinks, vending machines and backpack dispensers for

crowds of cricket supporters.

Quality Assurance

Ever Since, Coca-Cola India has made significant investments to build

and continually consolidate its business in the country, including new

production facilities, waste water treatment plants, distribution systems

and marketing channels.

28
Coca-Cola India is among the country’s top international investors,

having invested more than US$ 1 billion in India within a decade of its

presence and further pledged another US$ 100 million in 2003 for its

operations.

INGREDIENT DELIVERY

Sweetener

Team of professionals, work on selecting, auditing, sampling, testing,

approving and then authorizing the sugar suppliers and the list of such

authorized suppliers with approved sugar lots and along with the

certificate of analysis are sent across to all the bottling unit for

procurement.

29
Secret Formula

Created in special concentrate plants, it's delivered, held and used under

strict controls to maintain its integrity and security. Each unit of

concentrate is specially identifiable to allow the "history" of each

component to be researched at any stage of production, storage or use.

CO2 Formula

When delivered to the plant, carbon dioxide, or CO2, comes in cylinders

for easy delivery and storage. But what is it? In essence, it's a colorless

and odorless gas that provides the "fizz" for our beverages. But it's also a

by-product of our breathing and used by plants and trees to produce

oxygen.

Water

Since water is a key component to all our beverages, its quality is critical.

And, since public water quality varies around the world, each plant

further treats the water it uses. This means that before water is added to

any of our beverages, it's rigorously filtered and cleansed. We then

continuously sample the water to ensure it meet our standards.

30
Materials

Ingredients are not the only things delivered to the plant. Other materials

such as bottles, cans, labels and packaging are also delivered. Our plants

in India use refillable bottles, CANS, PET etc. in the Production Process,

when bottles and cans are delivered to the plant, they are carefully

Inspected to ensure that they meet our exacting standards. Once these

have passed initial inspection, they move on to be washed and/or rinsed.

WASHING&RINSING

To ensure quality, each bottle is washed, sanitized and rinsed before

being filled. While this sounds simple, the actual steps can differ by

bottling plant. In India, our plants, use refillable glass, cans or PET

bottles. To ensure they meet our cleanliness standard, bottles are first hit

with prerinse jets which remove any dirt or debris. They are then soaked

in a high-temperature deep cleaning solution that removes any remaining

dirt and sanitizes them. The bottles then move to the "hydro wash" where

they are washed again with a deep cleaning pressure-spray.

31
FILLING

Once all the ingredients have been mixed and blended and the bottles

have been cleaned and sanitized, we're ready to start filling. This is a

surprisingly complex process requiring precision at each steps. To begin

with, bottles must be carefully timed as they move to the filler -

synchronization is key. Once at the filler, bottles are either held securely

in place by flexible grippers or precisely placed under filling valves by

centering devices. Before the bottles can be filled, the inside of the

bottles must be pressurized. This allows for the force of gravity itself to

draw the beverage into the bottle - a process that ensures the smooth flow

of liquid, with little to no foaming.

CAPPING

Once filled, bottles are then capped. We use diffrent caps for different

bottles - glass bottles are usually topped with a metal crown while "PET

BOTTLES" are topped with a plastic screw-top. Each cap type then

moves through different parts of the machine, which ensures each cap

stays scratch free and is in the right position to be precisely placed on the

bottle. As quality and freshness are key, we use a "no closure" detector

32
during the capping process and a "go-no-go gauge" or "torque meter"

after the bottles have been capped. The "no-closure" detector checks if a

screw top or crowns has been placed on bottle. The process actually stops

if the detector doesn't find a closure. The "go-no-go gauge" checks for

the proper crown crimp and the "torque meter" checks to make sure the

screw-top is good and tight. If the bottle cap isn't just right, the beverages

can become flat or be affected in other ways. If this happens, the bottle is

discarded.

LABELING

Once the bottles have been filled and capped, they move on to be labbled.

A special machine dispenses labels from large rollers, cuts them and

place on the bottles. For special labels such as commemorative bottles for

football championships, the labels are sent to the bottling plants for

approval, then used for packaging. Depending on the occasion, some of

these special bottles will go only to the specific locations. For example, a

33
national football championship bottle will be sent only to the home town

or state of the championship team.

CODING

The bottle is now ready to be coded. Each one of our beverages is

marked with a special code that identifies specific information about it.

The codes simply identify the date the beverages was bottled or canned.

These codes identify the date, time, batch no. and the MRP. Product

coding allows us to ensure that u receive our beverages at their flavorful

best.

INSPECTION

We inspect bottles at many points during the process. With refillable

bottles, it happens they are first brought into the plant. They are also

inspected after they are washed and again after they are filled. Inspectors

look for external bottle imperfections and make sure each bottle has the

right amount of beverages. Even after filling, each plant samples bottles

for analysis in its lab to ensure quality is up to standards.

34
PACKAGING

Once our filled beverages have passed final inspection, they are ready to

be packaged for delivery. Generally, packing can refer to everything from

the unique "BOTTLE" and "CAN" designs, to label designs, to cardboard

boxes and containers, to plastic rings.

Because the needs and tastes of our consumers are so diverse, the

packaging varies depending on where the beverages are being sent.

WAREHOUSING&DELIVERY

In order to make sure the freshest beverages possible get to you, each

warehouse must efficiently manage the thousands of beverages cases

Produced each day.

Beverage organization is key, though it's the bottle and can coding that

allow for the necessary precision. From the warehouse, we load

beverages onto our distinctive trucks. Night and day, our trucks are

35
 delivering our refreshing beverages to stores, soda fountains, and vending

machines near you.

Coca-Cola Advertisements
It’s The Real Thing
Advertising has played an important role in the success of our products since

our first newspaper ad in 1886, which read, "Coca-Cola. Delicious!

Refreshing! Exhilarating! Invigorating!" The Company uses advertising to

trigger desire as often and in as many ways as possible. Throughout the

years, slogans for Coca-Cola have always been memorable. Here are some

highlights:

2000 - Coca-Cola Enjoy

1993 - Always Coca-Cola

1990 - Can t Beat the Real Thing

1989 - Can t Beat the Feeling

1986 - Red, White and You

36
1982 - Coke Is It

1976 - Coke Adds Life

1971 - I d Like to Buy the World a Coke

1969 - It s the Real Thing

1963 - Things Go Better with Coke

1959- Be Really Refreshed

1944- Global High Sign

1942- It s the Real Thing

1936- It s the Refreshing Thing To Do

1929 - The Pause That Refreshes

Fine illustrations by noted artists, including Norman Rockwell and N. C.

Wyeth, were the hallmark of early campaigns in premier magazines. Artist

Haddon Sundblom s portraits for holiday ads, which began in the 1930s,

helped mould the national image of a red-suited Santa Claus. Fresh, creative

and tasteful, advertising images for Coca-Cola have always set a high

standard of quality for other products around the world. The Company

recognizes that Coca-Cola belongs to the billions of consumers in every

corner of the globe who have chosen it as their favorite soft drink. Our

37
advertising reflects that special relationship between consumers and the

simple moments of pleasure they have come to associate with Coca-Cola.

Indian Advertising Award

In India too, the Company’s thrust has always been on reaching the core of

the consumer’s heart through advertising excellence. In fact, we have

produced some of the most memorable campaigns of the times.

Consequently, in early 2003, Coca-Cola India collected Advertiser of the

Year and Campaign of the Year awards for the Thanda Matlab Coca-Cola

all-media campaign.

Born In A Kettle Charming The World Forever

John Stith Pemberton first introduced the refreshing taste of Coca-Cola in

Atlanta, Georgia. It was May of 1886 when the pharmacist concocted a

caramel-coloured syrup in a three-legged brass kettle in his backyard. He

first "distributed" the new product by carrying Coca-Cola in a jug down the

street to Jacobs Pharmacy. For five cents, consumers could enjoy a glass of

Coca-Cola at the soda fountain. Whether by design or accident, carbonated

38
water was teamed with the new syrup, producing a drink that was

proclaimed "Delicious and Refreshing." John Pemberton s partner and

bookkeeper, Frank M. Robinson, suggested the name and penned "Coca-

Cola" in the unique flowing script that is famous worldwide today.

Mr. Robinson thought "the two Cs would look well in advertising." In 1886,

sales of Coca-Cola averaged nine drinks per day.

The Growing Corporate With An Ever-Refreshing Drink

That first year, Pemberton sold 25 gallons of syrup, shipped in bright red

wooden kegs. Red has been a distinctive color associated with the number

one soft drink brand ever since. For his efforts, Pemberton grossed ------ $50

and spent----- $73.96 on advertising. By 1891, Atlanta entrepreneur Asa G.

Candler had acquired complete ownership of the Coca-Cola business.

Within four years, his merchandising flair helped expand consumption of

Coca-Cola to every state and territory. In 1919, The Coca-Cola Company

was sold to a group of investors for---- $25 million. Robert W. Woodruff

became president of The Coca-Cola Company in 1923, and his more than

39
six decades of leadership took the business to unrivaled heights of

commercial success, making Coca-Cola an institution the world over.

Know About Our Global Bottling System

Today, our products reach consumers and customers around the world

through a vast distribution network made up of local bottling companies.

These bottlers are located around the world, and most are independent

businesses. Using syrups, concentrates and beverage bases produced by The

Coca-Cola Company, our global bottling system packages and markets

products, then distributes them to more than 14 million retail outlets

worldwide.

The Coca-Cola Company is committed to assisting its bottlers with the

functions of an efficient bottling operation and initiating quality systems to

ensure the highest quality products for our consumers.

Know The Bottling History Of Coca-Cola

40
Coca-Cola began as a fountain product, but candy merchant Joseph A.

Biedenharn of Mississippi was looking for a way to serve this refreshing

beverage at picnics. He began offering bottled Coca-Cola, using syrup

shipped from Atlanta, during an especially busy summer in 1894.

In 1899,

large-scale bottling became possible when Asa Candler granted exclusive

bottling rights to Joseph B. Whitehead and Benjamin F. Thomas of

Chattanooga, Tennessee. The contract marked the beginning of The Coca-

Cola Company s unique independent bottling system that remains the

foundation of Company soft drink operations.

Coca-Cola Bottles As Memorable As The Design

Back then, soda bottles were all very similar. And Coca-Cola had many

imitators, which consumers would be unable to identify until they took a sip.

The answer was to create a distinct bottle for Coca-Cola. As a result, the

contour bottle for Coca-Cola with the shape now known around the world

was developed in 1915 by the Root Glass Company.

41
 Coca-Cola Gets The First Change Of Taste in 1886

In 1985, a new cola emerged from laboratory research. Through internal

evaluations and thousands of blind taste tests, consumers said they preferred

it over both Coca-Cola and its primary competition. As a result, in April

1985, the Company proudly introduced the new taste of Coke - the first

change in the secret formula since the product was created in 1886

Trademark Registration Of Coca-Cola

The trademark "Coca-Cola" was registered with the U.S. Patent and

Trademark Office in 1893, followed by "Coke" in 1945. The unique contour

bottle, familiar to consumers everywhere, was granted registration as a

trademark by the U.S. Patent and Trademark Office in 1977, an honor

awarded very few packages.

42
 Extension Of The Most Cherished Trademark

In 1982, The Coca-Cola Company introduced diet Coke to U.S. consumers,

marking the first extension of the Company s most precious trademark to

another product. Later years saw the introduction of additional products

bearing the

Coca-Cola name, which now encompasses a powerful line of cola products.

Coca-Cola Classic Ruling Since 1886

The launch of Coke with the new taste took place in the United States and

Canada. Consumers responded with an unprecedented-and now famous-

outpouring of loyalty and affection for the original formula. In July 1985,

the original formula of Coca-Cola returned as Coca-Cola classic. In 1986,

Coca-Cola classic became, and still remains, the nation s top-selling soft

drink.

Our Trademarks The Worlds Most Valuable Assets

Our most valuable assets happen to be the trademarks we possess. For Coca-

Cola, the most drunk soft drink on earth is one of the world s best-known

and most admired trademarks, recognized by more than 90 percent of the

43
world s population.

Interestingly, the world that is touched by our cherished drinks for every

moment, the Coca-Cola trademarks happen not only to be our most valuable

assets but of the entire earth.

THE WHOLE PROCESS OF PRODUCTION

Hard water Dematerlized soft water

Reverse Osmosis process

Raw syrup ready syrup Mixing unit

(prepared at 80”c) (cooled at 25”c)

wased at 50”c cooled at 75”c Filling&

capping

Inspection

Godown

44
THE COCA-COLA COMPANY’S PRODUCTS IN
THE ENTIRE WORLD

1. COCA-COLA
2. COCA-COLA CLASSIC
3. DIETCOKE
4. TAB
5. CHERRYCOKE
6. TAB CLEAR
7. SPRITE
8. FANTA
9. FRESCA
10. MR. PIBB
11. MELLOYELLO
12. HI-C
13. BARQ’S ROOT BEER
14. MINUTE MAID JUICES AND SODAS
15. POWER ADE
16. FRUITOPIA
17. SURGE
18. DELAWARE PUNCH

45
 19. LIFT
20. CITRA
21. DSANI
22. INCAKOLA

COKE’S BOTTLEING PLANTS

LOCATION BOTTLING

1. Ahmedabad Amritsar Beverages

2. Aurangabad Waluj Beverages

3. Bangalore Brindavan Beverages

4. Bareily Hindustan coca-cola Bottling

5. Bhopal Vishal Beverages

6. Bhuveneshwar Munna Drink

7. Bilaspur Narmada Drinks

8. calicut Maduria Soft Drinks

9. Chandigarh Kanhari Beverages

10. Chennai Chennai Bottling

11. Dankuni Black Diamond Beverages

12. Delhi Delhi Bottling

13. Faizabad Amrit Bottling

46
14. Ganga Nagar Sri Ganga Nagar Bottling

15. Ganlur Model Bottling

16. Gurgaun Enrich Agro food Products

17. Guwahati Associated Beverages

18. Hathras Brindavan Beverages

19. Hyderabad Bharat coca-cola Bottling

20. Indore Indore Bottling

21. jammu Jammu Bottling

22. Jamshedpur Jamshedpur Bottling

23. Jodhpur United Soft Drinks

24. Gaziabad Moon Beverages

25. Kanpur Jai Hind Bottling

26. Hamman Sri Saravaraya Sugars

27. Kumool Bharat coca-cola Bottling S.E.

28. Lucknow Brindavan Bottling

29. Ludhiana Ludhiana Beverages

30. Madurai Madurai Soft Drinks

31. Manglore Soup Mace Beverages

32. Mumbai Parle Beverages

47
33. Nagpur Superior Drinks

34. Najibabad Hindustan coca-cola Bottling

35. Nasik Nasik Beverages

36. Nellore Pinakini Beverages

37. Patalganga Parle Bottling

38. Patna Orient Beverages

39. Pune Pune Bottling

40. Rohtak Haryana Drinks

41. Sahibabad Cooled Beverages

42. Surat Surat Beverages

43. Tarapur Double cola Beverages

44. Taratala Black Diamond Beverages

45. Trivandrum Hind coca-cola Bottling S.W.

46. Udaipur Mewar Bottling

47. Varanasi Varanasi Bottling

48. Vemasiri Sri Sarvaraya Sugars

49. Vijaywada Vijay Wade Bottling

50. Visakhapatnam V.B.C. Industry

48
 ABOUT
AGRA SALES &
MARKETING (P)
LTD.

49
 THE ORGANIZATIONAL PROFILE

The company Agra Sales and Marketing Services Pvt. Ltd. is the sales and

marketing unit of Vrandavan Agra Industries which is a unit of Ladhani

Groups of Industries. The chairman of Ladhani Group is Mr. S.N.Ladhani.

It is the first launched bottling plant of coca-cola to relaunch in India in

1993 with a turn over of 28 crores.

The plant is established in 3500 sq.ft. area in Hathras. The bottling

plant works with a capacity of 400 bottles per minute and capacity of

1,50,000 cases of storage. Company owned it’s 75 vehicles for distribution

purpose. Sales, distribution and promotion of the products are under

guidance of Agra Sales and Marketing Ltd.

The area covered by Agra and Sales Marketing Pvt. Ltd. is:

1. Agra

2. Mathura

3. Aligarh

4. Hathras

5. Etah

50
6. Manipuri

7. Etawah

8. Firozabad

9. Bhind

10. Murena

11. Gwalior

12. Datia

PRODUCT PROFILE OF THE COMPANY

There are the brand name coca-cola named as follows:-

 COKE

 THUMS UP

 LIMCA

 FANTA

 MAAZA

 KINLEY SODA

 SPRITE

 KINLEY MINIRAL WATER

51
 These all brands differ in taste, flavor are also in their colors:

 Coke: Coke is considered to be a cola drink. It is generally preferred

by all section of consumer. This is as cash cow brand for the company

in terms of sales revenue.

 Thumps-up: Thums-up is also considered to be a cola drink. It is in

comparison to coke. It is preferred by all section of consumers but

especially to teenagers. It is a big source of consumers but especially

to teenagers. It is a big source of the company to case its publicity.

 Limca: Limca is considered to be a lemon taste, and comes under the

category of cloudy lemon taste, and comes under the category of

cloudy lemon because of its colours, which is smaller to that of

clouds. It has raised good sales revenue. Children & women generally

prefer it.

 Fanta: Fanta is coming in orange flavour.Children & women prefer it.

52
 Maaza: Maaza is considered to be a juicy soft drink as it contains

mango pulp. This drink is preferred by different segment of

consumers.

 Kinley Soda: This is a soda drink. It is no colour and no flavor. It is

used with alcohol and adults prefer this with wine and all.

53
METHODOLOGY

54
 Methodology

This project is based on the research problem so Research methodology has

been used for these sorts of problems.

Research Methodology

Research methodology is a way to systematically solve the research

problem. In this we will study various steps that are generally adopted by a

research in studying the research problem.

This include-

 Research Design

55
  Sampling Process

 Data Collection Method

 Field Work

 Analysis and Findings

 Suggestions and recommendations.

Problem Formulation
Our basic problem is to sort out the difference between rural and urban

market, what kinds of services they are having, market share of soft drink

products in rural and urban market, to analyze the difference between the

distributor services and behavior of rural and urban areas.

Research Design
Exploratory research design is used to collect the needed information for:-

 Market share of soft drink products in rural and urban areas.

 Needs, requirements of retailers of rural and urban area.

 Company’s services in rural and urban area.

56
 Data Collection

The data we have collected is the primary data. The primary data are
those data, which are fresh collected for the first time and thus prove to
be original in nature.
In this project no secondary

data was required. The only source of this primary data is the retail

outlets of soft drinks in rural and urban area.

Sampling Procedure
I have given the rural and urban area of Agra. I have divided the urban and

rural area according to the number of dealers. The sampling units are retail

outlets. So we have randomly selected around twenty sampling units under

the area of each dealer. In rural area, we have selected the sampling units

57
according to the Simple Random Sampling process. I have taken 200

sampling units of all rural area.

In urban area we have used Non-Random

Sampling method. Non-random sampling is used to important objectivities

and accuracy to the problem at hand and this method gives current situation.

Research Type:

 Exploratory Research

Research Instruments:

 Observations
 Questionnaire

 Formats

Sampling:

 Non-Random Sampling for urban area.

 Simple Random sampling for rural area.

Sampling Size:

In Urban area: -

58
  Retail outlets : 14

 Sample size : 14*20 = 280

In rural area:-

 200 sampling units

GRAPHICAL
REPRESENTATION

59
PEP SI

COCA-COLA

COCA-COLA P EPSI

60
COKE - 71%
PEPSI – 29%

61
THUMS UP – 59%
COKE – 33%
PEPSI – 8%

62
THUMS UP-44%
PEPSI-23%
COKE-9%
SPRITE-5%
7UP-5%
ALL-14%

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 FRIDGE SHARE (%) IN RURAL AREA

OWN
20%

BOTH COKE
5% 45%

PEPSI
30%

COKE PEPSI BOTH OWN

COKE – 45%
PEPSI – 30%
OWN – 20%
BOTH – 5%

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PEPSI – 41%
COKE – 31%
OWN – 24%
BOTH – 4%

65
PEPSI – 40%
COKE – 35%
OWN – 24%
BOTH – 1%

66
PEPSI – 36%
COKE – 46%
OWN – 18%
BOTH – 0%

67
GOOD – 39%
SATISFACTORY – 30%
BAD – 21%
V.BAD – 10%

68
GOOD – 30%
SATISFACTORY – 50%
BAD – 15%
V.BAD – 5%

SWOT Analysis
Strengths:

69
 Well-known multinational company.

 Acquired brand Thums up with big market share.

 Having good distribution channel.

 Improved quality product.

 Strong brand name.

 Highly educated and well-experienced top management.

Weakness:

 Inability to retain target customers.

 Not good distribution. Company is not giving its supply on time.

 Less advertising. Company does not concentrate on advertising.

 Labour of company is not skilled. It is necessary to be skilled labours.

 Less concentration on service.

 Complacent behavior of sales executives.

70
 Opportunity:

 Good rural market.

 Direct distribution of company’s product.

 Further effective utilization of vast distribution network.

 Advertising builds up a long term image for coke’s product

 Company’s brand names have gained worldwide.

 List of long product line to be launched in India.

Threats:

 Intense competition with Pepsi.

 Illegal distribution and black marketing done by a few distributors.

Findings and Conclusions

71
 Coke is highly sailing brand in rural as well as in urban market.

 Thums up is the triumph card of coca-cola. It is highly sailing cold

drink in rural as well as in urban area.

 In rural area, the relation between retailers and dealers are highly

varied. Mostly, retailers sell only the product of that company dealer

whom they have good relations. While it does not seems in the case of

urban area.

 Retailers of rural area can sell the product with minimum marginal

profit while in urban area, the retailers want to earn as much as

possible through schemes. Retailers of rural area want more

merchandising equipments.

 In rural area, supervisor does not come to supervise. They collect

information from the area dealer. On the other hand, in urban area,

supervisor visits the outlets.

72
 Most retailers in rural areas, as well as in urban area are satisfied with

the distributor’s services.

 In rural and urban area, mostly retailers sell the product of that

company whose chilling equipment they have.

 In mostly area, company does not replace the company’s damages

while its competitor “Pepsi” replaces the damage items.

 All soft drink products are highly sold in summer season.

 Different schemes offered to the different major outlets. This has

created a jealousy factor among them.

 Availability of racks are less in urban area.

 Almost in every area, mostly retailers have their own chilling

equipment.

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 Suggestion and recommendations

 Company should have direct communication with retailers in rural

area as well as in urban area. Company should open separate section,

in their office, for direct communication with the retailers.

 Company should provide proper information of the company

schemes. So that retailers get more benefit from the schemes.

 Company should provide more facilities, to the retailers, like their

competitor “Pepsi”.

 Company should provide more chilling equipments and

merchandising material to the retailers of all area. Especially to the

retailers who cannot buy their own chilling equipment but have a very

good sale.

 The company should lay emphasize on the advertisement of Limca,

Fanta, Maza, Thums up and sprite.

74
 Company should give more facilities to the retailers who sell only the

coke products.

 Company should send his mechanic, on time, to repair the chilling

equipments.

 Company should provide proper training to the salesman.

 Company should take consideration of the behavior of the company

dealers.

 Company should provide more chilling equipment to the retailers of

rural area.

75
 Executive Summary

The market survey has been conducted in keeping the objective to find out

the market position of coca-cola in rural and urban area.

The survey was

conducted in various areas, which has been covered by AGRA SALES AND

MARKETING SERVICES LTD., AGRA. The areas given to us are rural

and urban area under Agra district. The data collected is in the form of

questionnaire.

In this survey I have found that most consumers prefer the

Thums up, Coke of coca-cola. Most cold drink usually for taste and they

prefer 300ml and 2lt pack.

76
 Limitations of the study

 It was very difficult to get correct information regarding competitors.

 All the information given by the retailers cannot be correct because

they are the humans and each human have different human

psychology.

 Some outlets sales only the products of that company who are

providing chilling equipment to them.

 The information given by the retailers are also affected by their

relation with the company distributor.

 The retailer does not count the highly sailing brand, so this

information cannot be said to be correct.

77
 Bibliography

 Philip Kotler

 G.S. Beri

 Thomas Kinnear and Ann Root

 Kevin Helliker

 Roger D.Black Well

Webliography

 www.google.co.in

 www.coca-cola.com

 www.coca-colaindia.com

 www.en.wikipedia.com

 Yahoo search engine

78
 QUESTIONNAIRES
Please tick ( ) in the boxes, whichever is relevant and write wherever there is a line
given.

Name of the outlet :

Address :

1. Which Brand have maximum sale?

Coke Pepsi Other:

2. Maximum sailing Product

3. Name of the area dealer.

4. How will you measure the service of area dealer?

Good Satisfactory Bad Very Bad

5. Which Company’s chilling equipment do you have?

6. In which season, the sale of soft drink is high. –

Autumn Winter Summer Spring

7. Which age group has more likings of particular flavour of soft drink?

Flavour Below 12 13-19 19-30 30-50 Above 50

Cola
Lemon
Orange
Mango

8. Which type of quantity pack is highly demanded-

200ml. 300ml. 500ml. 1.5lt. 2lt.

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9. Is the Company’s salesman comes on time- Yes No

10.Company’s supervisor visits your outlet –

Weekly monthly yearly never

11.Are you satisfy with the Company’s services- Yes No

14. If No, give reasons -

80