A Project Report On STUDY ON FUTURE EXPECTATION FROM COCA COLA OF CUSTOMERS AND RETAILERS

By
YOGESH R. PAWAR

Under the guidance of

Pro. Asha Sharma mam.

Submitted to Hindustan Coca Cola Beverages pvt ltd Nashik. In partial fulfillment of the requirement for the award of the degree of Master of Business Administration (MBA) (20010-2011) Through

MET INSTITUTE OF MANAGMENT ADGAON NASHIK

ACKNOWLEDGEMENT

ACKNOWLEDGEMENT

I am highly indebted to pvt.ltd, Nashik for

Hindustan Coca Cola Beverages me an opportunity to take

giving

experience. This experience at the start of my career will be very important step towards being a successful manager. There has been many hearts and brains supporting and guiding me in this project. Especially I would like to thank Mr. PRITAM SIR and Mr.PREM SIR, from Hindustan Coca Cola Beverages pvt.ltd. For giving me the necessary insight in my project and by guiding me to make a great success in this project. I thankful to all Retailers who have devoted their valuable time and information for the completion of this project.

I take this opportunity to express my deep sense of gratitude and respect to my course coordinator Mrs. Asha mam internal project guide without whose constant encouragement it would not have been possible to complete project. I had high gratitude for Mrs. Asha mam as an internal project guide for giving me valuable guideline, suggestions and channeling the project in more organized manner. Lastly I would like to thank to my parents, brothers, colleagues and friends for boosting my confidence and helping me throughout the project. Thanking you all.

Yogesh R. Pawar

MET BKC NASHIK, University of Pune

DECLARATION

I the undersigned honestly declare that, the project title Study On future expectation from Coca Cola of customerand retailer at Hindustan Coca Cola Beverages, Pvt.Ltd , is a genuine and confide project prepared by me and submitted to Manager of Hindustan Coca Cola Beverages pvt.ltd, Nashik . in a partial fulfillment of Master Degree in Business Administration. The project work is original and conclusion drawn herein is based on the data collected and analyzed by myself. To best my knowledge, the matter presented in the project has not been submitted for award of any degree, diploma or membership either to this or any other institute or university.

Date : R.PAWAR Place : Nashik

YOGESH

INDEX

No. 1 2 3 4 5 6 7 8 9 10 11 12

Topic EXECUTIVE SUMMARY INTRODUCTION INDUSTRY PROFILE COMPANY PROFILE OBJECTIVES AND SCOPE REVIEW OF LETERATURE RESEARCH METHODOLOGY DATA ANALYSIS & INTERPRETATION STRATEGIES FINDINGS AND RECOMMENDATION SWOT ANALYSIS APENDIX

Page No.

EXECUTIVE SUMMARY

EXECUTIVE SUMMARY

The project was title I the undersigned honestly declare that, the project title Study On future expectation from Coca Cola of customerand retailer at Hindustan Coca Cola Beverages pvt ltd. The survey was limited for Nashik region only. During this project I have surveyed whole Nashik City, which includes Prashant Nagar, Jaitala Square, Ring Road, Shubash Nagar, Hingna Raod, Gopal nagar, Warda road,Shakerdara Chowk, Shanker Nagar, Trimurti area, Dhantoli, Laxmi Nagar, Chuna Bhati Ajni,etc . The project was divided into two difference Segments. They are viz.

1) Retailer Survey
Survey was carried out for the . Hindustan Coca Cola Beverages pvt.ltd, Nashik , with respect to their Coca cola product line , such as ,Fanta ,limca , Thums Up, Sprit ,Mazza ,Nimbus Fresh etc. along with their Comparative Product Line Of Pepsi Such as , Dew ,Leher , Mirinda , 7up , Mountain Dew, Team Soda , Slice etc. weekly/ monthly sale, price ,Promotion etc, in above mentioned area. During the survey I personally visited Retailers, wholesaler, customer and collected information from them regarding weekly /monthly sales, price, Promotion etc of competitors product. Afterwards the data was analyzed according to respective areas

2) Customer survey

In this Survey I personally visited customer and take their views about expectation from Hindustan Coca Cola Beverages pvt ltd Nashik.

future

Due to companies rules and regulations and some restrictions detailed information about their strategies cannot be disclosed

INTRODUCTION

Introduction to study

This project is based on the detailed Market Survey for Hindustan Coca Cola Beverages pvt ltd, in selective market segment of Nashik City. Along with this the projects is concerned about possible marketing strategy options to penetrate the product in the market. To carry out this project I went through various assignments for this I followed primary data collection techniques which include the detailed market survey specially survey of various retailer i.e. retailers regarding the number of prescription they are honoring for the selected brands & collecting the necessary information for which I used Questionnaire chart.

Limitation of survey

1. The Survey was limited to Nashik city only i.e. limited market segment.

2. Information which is collected from Retailers, Customers may be incomplete and in some cases may be wrong, i.e. information cannot be considered as authentic. 3. No specific prejudice for selection of Retailers, Customers. 4. Some retailer ware not supportive, they hesitated to give the information or some time give wrong information purposefully. 5. Due to companys rules and regulations the detailed information about their strategies is not available.

INDUSTRY PROFILE

SOFT DRINK INDUSTRYS IN INDIA

Botanicals

United Spirits Limited [Usl] Is The Prime Spirits Company In India. United Spirits Limited Offers Pink... Supplier : United Spirits Limited ( Mcdowell & Co. Ltd

Refreshment Drinks Of Varying Flavors

Batra Enterprises Supplies Refreshment Drinks Of Varying Flavors. Refreshment Drinks Of Varying Flavor... Supplier : Batra Enterprises Health Food Drink

Amul, An Iso 9001-2000 Certified Company Manufactures Health Food Drink, Amul Shakti Health Food Drink... Supplier : Gujarat Co-Operative Milk Marketing Federation

Vita Amla Ginger Punch

Vita Amla Ginger Punch Is Offered By Spicy Touch. The Product Vita Amla Ginger Punch Is A Mix Of Natur... Supplier : Spicy Touch

Soft Drinks

Kilban Foods [India] Pvt. Ltd. Manufactures Happy Brand Of Squashes, Jams, Pickles And Soft Drink Concentrates. Delicious, Natural,. Fr... Supplier : Kilban Foods (India) Pvt. Ltd

Thumbs Up

Coco Cola India Offers Thumbs Up. This Soft Drink Is A Leading Carbonated Drink And The Most Trusted Brand In India. It Has A Strong Co... Supplier : Coca-Cola India

Sports Drink

Pepsi Foods Private Limited Manufactures Sports Drink. Pepsi Foods Private Limited Offers Potato Chips... Supplier : Pepsi Foods Private Limited

Jumpin Fruit Drink

Godrej Is Well Known For Their Range Of Home Appliances, Engineering, Personal Care, Industrial, Consumer Products, Security Equipments... Supplier : Godrej Agrovet Limited

Soft drinks witnesses healthy growth in India Soft drinks recorded robust double digit off-trade value growth in 2009, which was higher than that witnessed in 2008. Bottled water and fruit/vegetable juice continued to grow strongly as more consumers turned to these products in the search of healthier options. Carbonates also witnessed good sales growth as the long summer helped to fuel sales. Energy drinks has witnessed a slowdown in sales growth as it is a premium priced product type and therefore not considered a necessity. Importantly, more consumers refrained from spending on non-essential items in the wake of the economic downturn.

Manufacturers diversify on a health and wellness platform Manufacturers continued to focus on health and wellness products in 2009, introducing green tea versions of powder concentrates and RTD tea. There were also a number of launches in terms of new products and flavours in fruit/vegetable juice. The only new product launch in carbonates was Grappo Fizz by Parle Agro Pvt Ltd. Non-cola carbonates performed very well as these products are perceived by consumers to be less of a health threat than cola carbonates. Even in niche categories like energy drinks, sugar-free versions were introduced as manufacturers try to attract health conscious and diabetic consumers. Coca-Cola India continues to lead soft drinks

Coca-Cola India Pvt Ltd continued to lead soft drinks in 2009, followed by PepsiCo India Holdings Pvt Ltd in off-trade value terms. The launch of Nimbus by 7-Up (PepsiCo India) helped the company retain its leading position in the terms of off-trade value sales. Coca-Cola India and PepsiCo India continued to invest in soft drinks in India. However, domestic players such as Parley Agro, Parle Bisleri Ltd and Dabur India Ltd continued to provide tough competition to the leading multinationals. One competitive edge that domestic players hold is that unlike Coca-Cola India and PepsiCo India the bulk of their business does not come from carbonates, but instead From fruit/vegetable juice and bottled water, which are recording much more dynamic volume and value growth? Thus, while the leading multinationals retained their

leading positions in off-trade value terms, they continued to record slight off-trade value share reductions in 2009, while these leading domestic players grew their shares.

Marginal slowdown in supermarkets/hypermarkets The growth in supermarkets/hypermarkets boosted the soft drinks industry over much of the review period. However, due to the economic downturn, the off-trade volume share of supermarkets/hypermarkets decreased in 2009. This in turn affected some of the more niche and premium product types like energy drinks and reconstituted 100% juice which enjoyed high visibility through this distribution channels. However, this trend is not expected to continue as the economy recovers since consumers will revert to their previous shopping patterns.

Soft drinks is expected to record healthy sales growth in the forecast period Soft drinks are expected to witness a healthy double-digit total volume CAGR growth over the forecast period. As consumer awareness and understanding of the variety of soft drinks increases and as manufacturers continue to be innovative, soft drinks is expected to perform well. Products on the health and wellness platform and niche categories can expect to see good sales growth in the forecast period.

COMPANY PROFILE

Coca

cola

On August 20, 2003 Sanjiv Gupta, President and CEO of CocaCola India, sat in his office contemplating the events of the last two weeks and debating his next move. Sales had dropped by 30-40%1 in only two weeks on the heels of a 75% five-year growth trajectory and 25-30%2 year-to-date growth. Many leading clubs, retailers, restaurants, and college campuses across the country had stopped selling Coca-Cola3 and only six weeks into his new role as CEO, Gupta was embroiled in a crisis that threatened the momentum gained from a highly successful two-year marketing campaign that had given Coca-Cola market leadership over Pepsi. On August 5th, The Center for Science and Environment (CSE), an activist group in India focused on environmental sustainability issues (specifically the effects of industrialization and economic growth) issued a press release stating: "12 major cold drink brands sold in and around Delhi contain a deadly cocktail of pesticide residues" (See Exhibit 1). According to tests conducted by the Pollution Monitoring Laboratory (PML) of the CSE from April to August, three samples of twelve PepsiCo and CocaCola brands from across the city were found to contain pesticide residues surpassing global standards by 30-36 times including lindane, DDT, malathion and chlorpyrifos (See Exhibit 2). These four pesticides were known to cause cancer, damage to the nervous and reproductive systems, birth defects, and severe disruption of the immune system. In reaction to this report, the Indian government banned Coke and Pepsi products in Parliament and state governments launched independent investigations, sending soft drink Samples to labs for testing. The Coca-Cola Bottling Company (Coke) stock dipped by five dollars on the New York Stock Exchange from $55 to $50 in the six sessions following the August 5 disclosure, as did shares of CocaCola Enterprises (CCA).

Pepsi and Coca-Cola called the CSE allegations baseless and questioned the method of testing but the CSE claimed it had followed standard procedures documented by the US Environmental Protection Agency including Gas Chromatography and Mass Spectrometry. Pepsis own tests conducted at an independent laboratory showed no detectable pesticides and led Pepsi to file a petition with the high court questioning the credibility of the CSEs claims6 while Cokes Gupta commented: The allegation is serious and it has the potential to tarnish the image of our brands in the country. If this continues, we will consider legal recourse.

Despite Coke and Pepsis early responses denying the validity of the CSEs claims and threatening legal action, a survey conducted in Delhi a few days after the CSE announcement found that a majority of consumers believed the findings were correct and agreed with parliaments move to ban the sale of soft drinks.8 It was clear that the $1 billion Indian soft drink market9 was at stake and Gupta had to act Indias one billion people, growing middle class, and low per capita consumption of soft drinks made it a highly contested prize in the global CSD market in the early twenty-first century. Ten percent of the countrys population lived in urban areas or large cities and drank ten bottles of soda per year while the vast remainder lived in rural areas, villages, and small towns where annual per capita consumption was less than four bottles. Coke and Pepsi dominated the market and together had a consolidated market share above 95%. While soft drinks were once considered products only for the affluent, by 2003 91% of sales were made to the lower, middle between 1998 and 2002, from 5,670 million bottles to over 10,000 million and upper middle classes. Soft drink sales in India grew 76% and were expected to grow at least 10% per year through 2012.28 In spite of this growth annual per capita consumption was only 6 bottles versus 17 in Pakistan, 73 in Thailand, 173 in the Philippines and 800 in the United States29. With its large population and low consumption, the rural market represented a significant opportunity for penetration and a critical battleground for market dominance. In 2001, Coca-Cola recognized that to compete with traditional refreshments including lemon water green coconut water, fruit Juices, tea, and lassi, competitive pricing was essential. In response, Coke launched a smaller bottle priced at almost 50% of the traditional package

Marketing Cola in India

The post-liberalization period in India saw the comeback of cola but Pepsi had already beaten Coca-Cola to the punch, creatively entering the market in the 1980s in advance of liberalization by way of a joint venture. As early as 1985, Pepsi tried to gain entry into India and finally succeeded with the Pepsi Foods Limited Project in 1988, as a JV of PepsiCo, Punjab government-owned Punjab Agro Industrial Corporation (PAIC), and Voltas India Limited. Pepsi was marketed and sold as Lehar Pepsi until 1991. when the use of foreign brands was allowed under the new economic policy and Pepsi ultimately bought out its partners, becoming a fully-owned subsidiary and ending the JV relationship in 1994.30 While the joint venture was only marginally successful in its own right, it allowed Pepsi to gain precious early experience with the Indian market and also served as an introduction of the Pepsi brand to the Indian consumer such that it was well-poised to reap the benefits when liberalization came. Though Coke benefited from Pepsi creating demand and developing the market, Pepsis head-start gave Coke a disadvantage in the mind of the consumer. Pepsis appeal focused on youth and when Coke entered India in 1993 and approached the market selling an American way of life, it failed to resonate as expected.312001 Marketing Strategy Coca-Cola CEO Douglas Daft set the direction for the next generation of success for his global brand with a Think local, act local mantra. Recognizing that a single global strategy

The Board of Directors of

The Board of Directors of The Coca-Cola Company elected Joseph Tripodi as executive vice president, Harry Anderson as senior vice president, Kathy Waller as controller and appointed Connie McDaniel as chief of Internal Audit. Mr. Tripodi serves as the Companys chief marketing and commercial officer. Prior to joining the Company in 2007, Mr. Tripodi was the senior vice president and chief marketing officer for Allstate Insurance Co. Previously, Mr. Tripodi was chief marketing officer for The Bank of New York. He served as chief marketing officer for Seagram Spirits & Wine Group from 1999 to 2002. From 1989 to 1998, he was the executive vice president for global marketing, products and services for MasterCard International. Mr. Tripodi has an undergraduate degree in economics from Harvard University and a masters degree from the London School of Economics Mr. Anderson was named head of Global Business and Technology Services in June. Prior to this role, he served as controller for the Company. Mr. Anderson joined the Company in 2001, and in 2003, he was named vice president and director of Supply Chain and Manufacturing Management. He served as chief financial officer of CocaCola North America from 2004-2007. Before joining the Company, he served in roles of increasing responsibility at Turner Broadcasting System, Inc., where he was executive vice president of Finance and Operations for Turner Entertainment Group. Prior to his roles at Turner Broadcasting, Mr. Anderson worked in Audit and Accounting Services at Price Waterhouse. He has a bachelor's degree in accounting from the University of Alabama. Before this role, Ms. Waller served as chief of internal audit. She is a Certified Public Accountant who joined the Company in 1987 as a senior accountant in the Accounting Research Department.

Three years later, she became principal accountant for the Northeast Europe/Africa Group and, in 1991; she became marketing controller for the McDonalds Group. Ms. Waller was then named financial services manager for the Africa Group and The Minute Maid Company in 1996. She served as the director of Financial Reporting from 1998 to 2004. Prior to joining the Company, Ms. Waller worked for the firm now known as Deloitte Touche Tohmatsu. She received her bachelors and masters degrees from the University of Rochester in New York .Ms. McDaniel, most recently head of Global Finance Transformation, has played an instrumental role in leading the finance transformation at the Company over the last two years. Previously, Ms. McDaniel served as controller, a role held from 1999 to 2007. Prior to that, she served in other critical leadership roles including division finance manager of Germany, division finance manager of the Southeast and West Asia Division, and director of Financial Reporting. Before joining the Company, Ms. McDaniel spent nine years at Ernst & Young. She has a bachelor's degree in accounting from Georgia State University and is a Certified Public Accountant.

Harry L. Anderson is senior vice president and head of Global Business and Technology Services of The Coca-Cola Company

. Joseph V. Tripodi is executive vice president and chief marketing and commercial officer of The
Coca-Cola Company

Connie McDaniel is vice president and chief of Internal Audit of The Coca-Cola Company

Kathy Waller is vice president and controller of The Coca-Cola Company

OBJECTIVS

Objective of the Project

To find out the competition in the market. To analyze the sale of competitors products.

To study the strategy use by company for penetration of product in the market. To highlight the strong point & weaknesses & also the reason for that brand due to which they are having that much market share. To find out the target segments in the market for their products.

Scope
The project is aimed to do a study on future expectation from Coca Cola of customer and retailer. The project firmly deals with the survey of retailer& customers for the compony, to know about the current market demands and need.

REVIEW OF LITERATURE

Marketing research system

We can define marketing research as the systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situation facing the company.

The marketing research process:-

Process:-

Define the problem and research objective

Develop the research plan

Collect the Information

Analyze the Information

Present the Finding

Make the Decision

Fig: - Effective marketing research involves the six steps as shown in above figure.

STEP 1: Define the problem the decision alternatives and the research objectives:Marketing manager must be careful not to the problem too broadly or too narrowly for the marketing researcher.

STEP 2: Develop the research plan:The second step of marketing research calls for developing the most efficient plan for gathering the needed information. The marketing manager needs to know the cost of the research plan before approving it. Designing a research plan calls for decisions on the data sources, research approaches, research instruments, sampling plan and contact methods.

Data sources: The researcher can gather primary data, secondary data, or both.
Secondary data are data that were collected for other purpose and already exist somewhere. Primary data are data freshly gathered for a specific purpose or for a specific research project.

Research approaches: Primary data can be collected in five ways: through

observation, focus groups, surveys, behavioral data and experiments.

Observational research: Fresh data can be gathered by observing the

relevant factors and settings.

Focus group research: A focus group is gathering of 6 to 10 people who are

invited to spend few hours with a skilled moderator to discuss a product, service, organization or other marketing entity. The meeting is typically held in a pleasant surrounding and refreshment are served.

Survey research: Surveys are best suited for descriptive research. Companies
undertake survey to learn about peoples knowledge, beliefs, preferences and satisfaction and to measure these magnitudes in the general population.

Behavioral data: Customers leave traces of their purchasing behavior in store

scanning data, catalogue purchases, and customers databases. Analyzing these data can learn much. Customers actually purchases reflects preferences and often are more reliable than statements they offer to market researchers. People may report preferences for popular brands, and yet the data show them actually buying other brands.

Experimental research:

The most scientifically valid research is

experimental research. The purpose of experimental research is to capture cause and affect relationships by eliminating competing explanations of the observed findings.

Research instruments: Marketing researchers have a choice of three main

research instruments in collecting primary data: Questionnaires. Psychological tools and mechanical devices.
1.

Questionnaires: It consists of a set of questions presented to

respondents. Because of its flexibility, the questionnaire is by far the most common instrument used to collect primary data. Questionnaires need to be carefully developed, tested and debugged before they are administered on a large scale.

2.

Psychological tools: Marketing researcher can probe a buyers

deeper beliefs and feelings psychological tools such as laddering techniques, depth interviews, etc. Depth interviewing involves going deeply into the thoughts that an individual may have about a product service.

3.

Mechanical devices: Mechanical devices are occasionally used in

marketing research. Galvanometer measures the interests or emotions aroused by exposure to a specific ad or picture.

4.

Qualitative measures: Some marketers prefer more qualitative

methods for gauging consumer opinion because consumer actions do not always match their answers to survey questions.

New tools such as videos, pagers and informal interviewing will help marketers overcome the limitation of traditional research methods.

a) Sampling plan: After doing on the research approach and instruments,

the marketing researcher must design a sampling plan. This calls for three decisions: b) Sampling unit: Who is to be surveyed? The marketing researcher must define the target population that will be sampled. Once the sampling unit is determined, a sampling frame must be developed so that everyone in the target population has an equal or known chance of being sampled. c) Sample size: How many people should be surveyed? Large samples give more reliable results than small samples. However, it is not necessary to sample the entire target population or even a substantial portion to achieve reliable results. Samples of less than 1% of a population can often provide good reliability, with a credible sampling procedure. d) Sampling procedure: How should the respondent be chosen? To obtain a representative sample, a probability sample of the population should be drawn. e) Contact methods: Once the sampling plan has been determined, the marketing researcher must decide how the subject should be contacted: mail, telephone, personal, or on line interview.

STEP 3: Collect the information:-

The data collection phase of marketing research is generally the most expensive and the most prone to error. In the case of surveys, four major problems arise. Some respondent will not be at home and must be replaced. Other respondent will refuse to cooperate. Still other will give biased or dishonest answers. Finally, some interviewers will be biased or dishonest.

STEP 4: Analyze the information:

The next to last step in the marketing research process is to extract findings from the collected data. The researcher tabulates the data and develops frequency distributions. Average and measures of dispersion are com Putted for the major variables. The researcher may also apply some advanced statistical techniques and decision models in the hope of discovering additional findings.

STEP 5: Present the finding:As the last step, the researcher presents the findings. The researcher should present the findings that are relevant to the major marketing decisions facing management.

STEP 6: Make the decision:The managers who commissioned the research need to weigh the evidence. They know that the findings could suffer from a variety of errors. If their confidence in the findings is low, they may decide to study the issues further and do more research. The decision is theirs but hopefully the research provided them with insight into the problem.

The Product-Focused Approach

The problem-focused new product launch consists of the following steps:

QUESTIONNAIRE:-

1) Who is the target market? 2) What is the product? 3) Does it satisfy a market need? 4) Will your product maintain market appeal? 5) Is your product useful? 6) How much competition exists?

During my survey, I had prepared a questionnaire. These questions were asked to retailers to collect information.

Questionnaire design Steps in questionnaire design:

1) Determine the specific data to be sought 2) Determine the interviewing process 3) Evaluate the question content 4) Decide on the question/response format 5) Determine the wording of questions 6) Determine the questionnaire structure

7) Determine the physical characteristics of the Form 8) Pretest, Revise, and Final draft

Evaluating the question format:

The evaluation can be carried out by considering the following criteria, 1) Does the respondent understand the question? 2) Does the respondent have the necessary information to answer the question? 3) Will the respondent provide the necessary information?

The questionnaires contains following questions:

1) On which brand retailer get more income? 2) Distribution is better than pepsi or not? 3) Does it fulfill the market needs? 4) Which product fulfills the needs of all segments? 5) Which product able to capture the rural areas? 6) Which product gives satisfaction coca cola or pepsi?
7) What is the basic thing by which coca cola is better than pepsi?

RESEARCH METHODOLOY

Research Methodology
Classification of the research study The Research of their project can be classified in the following broad categories.

Descriptive Research: - It includes survey & fact-finding enquires

regarding awareness, uses, attitudes & satisfaction level study.

Analytical Research: - It involves using facts or information already

available & analyzes these to make critical evaluation of the problem as the major objective.

Qualitative Research: - The aim was to understand the factors

affecting sale of already present products, does products satisfier customers need & what is the level of satisfaction in their mind.

For this project I have use following research methodology, A] Data sources B] Research instruments C] Sampling methods

A] Data Sources
1) Primary data:Primary data is the data that are collected from the customer itself by questionnaire method, Interview, telephonic appointment. Primary data is collected from the locality of the coverage area. We have taken in to consideration the views of manager, sales manager, marketing representative, some retailers, sometime customers, etc. Primary data is the first hand data collected by means of observations and communication.

Communication Method:-

It involves the questioning the selected respondent to get the detailed desired information using questionnaire. These questions to the respondents may be asked either orally or in writing or both and responses and recorded in the response sheet or questionnaire. Observation Method:Observation is the process of observing the respondents about their current behavior where no questions are asked and their observed behaviors or reactions are recorded. Some examples of use of observation method:a) Product branding and display in stores.

b) Competitors price policies and strategies.

2) Secondary data:It is the data which is collected from the organization magazine, company profile, employees and senior head. Sources of secondary Data:1)

Internal sources:-Different internal reports prepared by the firm. External sources :A) Commercial sources:-like commercial agencies, advertising and marketing agencies B) Industry sources: - trade publication

2)

Sources of Data: Retailers Company records and documents. Publicity media like newspapers, magazines etc.

Among these sources, the first source i.e. Retailer that can be considered as primary data sources and later two sources can be considered as secondary data sources.

B] Research Instruments
To collect the primary data, I had selected some questions which are required for collection of data. I use these questions as a research instruments for knowing the facts, problems and related things. The detailed questionnaire is given at last in the project.

C] Sampling Plan
A sampling plan is most important to do the correct project. The points considered in the sampling plan are as following:-

I) Sampling Unit:Retailers present in different are of Nagpur city are the target for this project. Sometime information is collected from distributer, marketing representatives, customers, etc.

II) Sampling Quantity:The sampling quantity was 120 retailers shops personally visited & visit to marketing representatives, customers, also.

III) Coverage:The coverage of the survey was whole Nagpur city.

DATA ANALYSIS AND INTERPRETATION

Data Interpretation
Area wise sale of the product -

Area surveyed-NASHIK city

Total No. of RETAILERS Survey = 120 1) Coca cola: Table:Sr. No 1) 2) 3) 4) 5) 6) 7) Name of brands Fanta Limca Thums up Spriet Mazza Nimbus fresh Coca cola Sale in % wise 70 65 80 70 100 50 85

Pie chart:100 80 60 40 20 0 F nta a limc a thumsup s priet ma z za nim bus c ac oc ola fres h 1s Qtr t

Data Interpretation: - From the above data and figure it is noticed that only one i.e, mazza holds 100% sales in market of Nagpur city.

2) pepsi:Name of brands 1) 2) 3) 4) 5) 6) 7) Sale in % wise 90 50 50 65 45 45 45

Pepsi
Mirinda 7 up slice dew Mountain due leher

Pie chart:90 80 70 60 50 40 30 20 10 0

pepsi m irinda 7up slice dew m ountain dew leher 1 Qtr st

Data Interpretation: - From the above data and figure it is noticed that Pepsi and Slice holds more than 60% sales in market of Nagpur city.

Data regarding questionnaire:-

1) Which brand gives fully satisfaction to customer?

A) Coca cola vs. Pepsi:-

Table:Sr.no Brands Market Position 1) 2) Coca cola Pepsi good Because of product line not as much good Chart:65 35 Percentage

70 60 50 40 30 20 10 0 c ac oc ola peps i c ac oc ola peps i

Data Interpretation: - From the above data and graph it is noticed that coca cola is the very good challenger respectively in market of Nagpur city.

2) On which brand retailer earn more income? Table:Sr.no 1) 2) Brands Coca cola Pepsi Percentage 65 45

Chart:-

7 0 6 0 5 0 4 0 3 0 2 0 1 0 0 coca cola peps i incom e incom e

Data Interpretation: - From the above data and graph it is noticed that Coca cola gives more income to retailer in market of Nagpur city.

2) What is the basic thing by which coca cola is better than pepsi?

Table:Sr.no 1) 2) 3) 4) 5) 6) Activities promotion Taste Product line Advertisement Distribution Scheme Coca cola good good good good normal good Pepsi good good normal good normal normal

Chart:-

c ac oc ola peps i

Data Interpretation: - From the above data and graph it is noticed that Coca cola have more Activities than pepsi and thats why coca cola is better than pepsi.

3) Are scheme affect the sales of Coca cola or not?

Table:Effect of scheme Yes

No

Total

Percentage

83 37 120

69.16 30.83 100

Total

Chart:-

Data Interpretation: - From the above data and graph it is noticed that scheme majorly affects the sale of product

1) Pesticide

Content

in

Twelve

Leading

Soft

Drink

Brands.

. Data Interpretation: - From the above graph it is noticed that mirinda lemon have more pesticides as compared to other brands.

Coca-cola In India

Famous Ads of Coke

Famous Ads of Thums-up

Famous Ads of Sprite & Limca

Famous Ads of Maaza

STRATEGIES

Strategies of Coca cola : Innovation is certainly always part of the Coca-Cola Company and is why they advertise different styles of bottles, prints on cans, and items which do not have anything to do with a drink such as stuffed animals, T-shirts and caps. Producing different kinds of products involve technology. If a new product is planned to be launched, not only research for demand and possible sales prices should be conducted through an opportunity analysis. In order to be cost efficient and at least break-even, the kind of production line and machinery needed to produce the item has to be assessed and analyzed. A detailed business plan should show the strengths and weaknesses in order to help managers and executives in the decision making process, also called SWOT analysis. At that point, an idea can become a goal. Technology also helps to communicate the plan via information technology such as e-mail and inter-/intranet to the people who make it happen. Management needs to plan for the skills necessary to accomplish the task." "The culture of the company is thus one that is wedded to its own past and informed by its own self-age as an embodiment of American enterprising excellence. "Further, the company is not beyond drawing faith from its successes in the past after previous reversals. For instance, although Coke appears to be going through somewhat of a fallow period at the moment, close observers are quick to point out that Coke has rebounded from adversity in the past. Although it is not clear how much Coke reminds workers of how the organization has come back from the brink in the past, the corporate culture is certainly one predicated upon showing an organizational history of success and fortitude." Launching a promotional campaign to reinforce your key messages, benefits and identity Activities designed to increase market share, product promotion is necessary to keep a product-oriented business ahead of its competition, especially to drive a new product launch. Product promotions are a

requirement for any business looking to expose its new products to the consumer marketplace and should be used to increase brand awareness. Exploiting the most appropriate and prefect channels to publicize new product making public relations red-hot to fuel a new product to early returns. Capturing the medias attention Promotional products can deliver multiple impressions cost effectively.

Protecting your new product from other followers-identifying direct and indirect competitors for price, availability, unique strengths and distinguishing features, Avoiding the misunderstanding of the trend of market through further employing surveys, focus group, interviews and sample testing Carrying out testing toward the target market of you current product regularly New product market sampling before launch process Shaping the market not following it

FINDINGS AND RECOMMANDA TION

Findings
In both coca cola & pepsi, both product capturing the market successfully.
Mazza, coca cola and Thums up is the main competitor to the other brand.

Sale of particular brand is found to be maximum from the Retailer shop near to the distributer. Scheme and availability of brand are the major factors, for substitute of prescribed brands. Effect of scheme on sale of brand is majorly observed. Sale of different brand is different.

Recommendations
Company has to concentrate on good promotional activities.

More attention should be given to potential Retailers. Regular visit of Sales Representative to Retailers should be takes place. Availability of product should be made at most of the Retailer shops. Company has to give scheme on product to Retailer. Company has to take various event for Retailer regarding their products. Company has to think about gifts and other items which are given to Retailer. Company has to form various strategies to enter in market.

SWOT ANALYSIS

SWOT Analysis

Strengths: The Coca-Cola Company and brand has been a well-involved part of our society for more than a century. Being around so long while delivering satisfying products is a major strength of the company. Coca-Cola has a very noticeable branding with its symbol on Tshirts, hats, and other collectible memorabilia. It is not uncommon for a household to have a Coca-Cola room filled with this memorabilia. The brand is known to 90% of the world. This strength contributes to a large amount of their sales. Another very important strength is their unique bottling systems, which allows the company to conduct business on a worldwide level while still being able to maintain a local approach. The bottling companies are locally owned and operated independently so its main source of income is the sale of concentrate to its bottlers. The company has a very good advertising strategy. Over the past several years Coca-Cola has presented the world memorable commercials. A major advertising venture is with American Idol. They are actively involved with the most watched show, which allows their name to be spread to millions of viewers every Tuesday and Wednesday night during the season. The company allows fans to design the judges Coca-Cola cups, ask the contestants questions, and it states that America Idol is brought to you by Coca-Cola. The company is known for good marketing strategies. The changing lifestyles with American familys works to the companys advantage in some cases. People tend to eat out more due to fast paced lives and many fast food restaurants serve Coca-Coca as their major drink. Families go out to places such as the movies and or bowling and what is a movie without a Coke.

Weaknesses: the company does not use their brand loyalty to their advantage.

They have over 400 different beverages, but consumers do not know that they are made by the Coca-Cola Company. They need to use peoples loyalty to help increase sales on the other...

APPENDIX

QUESTIONNAIRE:-

Date:Address:Name of Retailer:-

1) After summer season which brand gives you more benefit? a) Coca cola b) Pepsi c) Other

2) How much quantity of particular brand per month do you sale? a) Less than 20 karats b) More than 20 and less than 50 karats c) More than 50 and less than 100 karats d) More than 100 karats

3) While coca cola fulfilling the needs of all segmentation? a) Yes

b) No

4) By scheme which product increases his sell? a) b) Coca cola pepsi

5) If yes then for what reason? a) Price b) Availability c) Scheme d) Other

6) Which product has high demand? a) Coca cola b) Pepsi c) Other

7) What type of innovation customer, Retailer want in coca cola?

a) Promotion b) Taste

C)

Logo

D)

Other

BIBLIOGRAPHY:-

Books: Marketing Management

13th Edition, By Philip Kother & Kevin Lane Keller.

Marketing Research
An applied orientation, 5th Edition, By Naresh K. Malhotra and Styabhushan Dash.

Marketing Research
4th Edition, By G.C. Beri

Marketing Research
7th Edition, By David J. Luck and Ronald S. Rubin