A Project Report On RED (Right Execution Daily) For Advance Sales & Service Pvt Ltd.

(206, Aadil Nagar, Sitapur Ring Road) Lucknow By Abhishek Wadhwani Under the guidance of MR AJAY SINGH (TRAINING MANAGER) Submitted to Bharati Vidyapeeth Deemed University, Pune in partial fulfillment of the requirement for the reward of the degree of Master of Business Administration (MBA) Through Institute of Management & Entrepreneurship Development Pune-411038 (2011)

CERTIFICATE

COMPANY CERTIFICATE

COLLEGE CERTIFICATE

ACKNOWLEDGEMENT

I would like to express my heartiest gratitude to Mr. Ajay Singh (Training Manager) & Ms.Pooja (H.R Manager) Advance Sales & Service Pvt. Ltd. Lucknow for given me an opportunity to associate myself to the worlds largest soft drink Co. Carry out my project titled RED. I am sincerely thankful to Mr.Lalit Saxena (Area Sales Manager) under whose guidance I have successfully completed this project. I think him for his consent, encouragement, and warm response and for filling every gap with valuable ideas that has made this project successful. I also thankful to outlet holders to whom I visited for their support, information, cooperation, advice to complete my project detail. I wish to express my heartiest gratitude to our RED M.D. Mr. Chitresh Tiwari for giving me useful guidance for summer internship. . It is a privileged to express my sincere thanks to our honorable Project Guide Mr. Deepak Verma (R.T.M) for giving me an opportunity to sell out Mazza in Rural Area. I would like to thank our Head of Marketing Department Mr. Rajan Sharma (Sales Head) for giving sound marketing concepts which helped me in writing for this Project.

Abhishek Wadhwani

PREFACE The summer training programs are designed to give the practical knowledge of corporate world. Training is usually meant for such vocations where advanced theoretical knowledge is to be backed up by practical experience on the job and it is because of this reason that summer training programs are designed. So, that the future manger must be ready to take the future responsibilities. It was exactly in this context that I was privileged enough to join coca cola- one of the biggest brand in beverages in the world. I achieved lots of experience and confidence over the past seven week which will help me to take the future responsibility on my shoulder. During this period, I was given to find out the Execution mapping in Red-outlet of coca cola. In the training program I had tried my level best to arrange the work in systematic and chronological way. This endeavor work shall provide the coca cola marketing department, an idea about market condition. Therefore it hoped with all sincerity that this work shall be of definite use to the organization.

DECLARATION

I will take pleasure in declaring that the project work that is undertaken by me is an original and authentic work done by me. This project is being submitted I partial fulfillment for award of degree of MBA in from Bharati Vidyapeeth Deemed University, Pune. The content of this report is based on the information collected by me during my tenure at Coca-cola at Lucknow for fifty days of training from 16nd of May to 04th July 2011.

Date: Abhishek Wadhwani Roll No.

TABLE OF CONTENTS

CERTIFICATE ACKNOWLEDGEMENT PREFACE DECLARATION LIST OF TABLE LIST OF GRAPH EXECUTIVE SUMMARY CHAPTER 1-Introduction 1.1 Introduction 1.2 Meaning/Definition of terms 1.3 Importance of study 1.4 Objectives 1.5 Scope of the study 1.6 Limitations 1.7 Summary CHAPTER 2- Company Profile 2.1 Introduction of company 2.2 Historical development 2.3 Vision, mission,& objective of the company 2.4 Product information 2.5 Financial position of company 2.6 Competitor analysis CHAPTER-3 Research Methodology/ Statement of Activities carried out at the Organization 3.1 Research Design 3.2 Method of Data Collection 3.3 If Applicable- Population, Sampling frame, Sampling Method, Sample Size 3.4 Tolls of Analysis CHAPTER-4 Data Analysis 4.1 Data Presentation 4.2 Introduction (data analysis process) 4.3 Data Analysis & Interpretation 4.4 Conclusion CHAPTER-5 Findings, Suggestions, Conclusions
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5.1 Findings, Suggestion, Recommendation 5.2 Learning Experiences 5.3 Conclusion Bibliographies Appendix/Annexure

LIST OF TABLE

LIST OF GRAPH

EXECUTIVE SUMMARY The project entitled to me is the A CRITICAL STUDY OF RED (Right Execution Daily) THE POWER OF SYSTEM. This project has been done with the permission of Advance Sales & Service PVT LTD (ASSPL) the project has been carried out in Lucknow (U.P). RED (Right execution daily) is a tool to measure sales team and distributors performance in the outlets with respect to all parameters of execution. For effective score of market execution compliance against the picture of success, Red deals with all the departments from manufacturing to advertisement and it effects the operating cycle as well. RED also deals with developing of market their targeting, segmenting and positioning of products and it involves various strategies to the brand as well as the products with enhancing the personality, image, identity, culture, and belief etc each and every day. The person who drives the culture of RED is the market developers who is responsible for the increasing market size by tapping the untapped market, proper execution of brands and products, maintaining relationship with the market ,availability of brands, conveying of problems and issues from market to companies etc. It will serve consumer in better manner, provides suggestions to the company to improve their products sales, gives information about the competitors products, and gives information about the size of the retail network. It gives information about the services given by distributor to their retailers, and gives the information about customers demand and satisfaction. 1. To check the effectiveness of RED. 2. To Survey and evaluate the outlets included in RED. 4. To Find out the customer preferences. 5. To check the cooler management, availability of brands activation of coca cola brand in various orders. Data is collected by survey and interview method from the market. Primary sources include the questionnaire to the retailer and distributers and the company office. Secondary data include post record of company business magazine... Market Developer role is very helpful for the company and the retailers. Market developer main work fulfills the brand availability, activation and purity of visi cooler. Salesman note able to reach the small shops and shops located in the distant area. Some big shops located at strategically important places were not provided with advertisement tools like stands and boards. In peak season supply of goods were not up to the mark. The retailers are satisfied with promotional activity of coca cola. Sales promotion is a very effective tool for creating brand image of coca cola. Some outlet owner is aware about the RED and follows the RED norms. Visi cooler is very important for increasing sales. Coca cola is good service Provider Company in soft drink industry. Coca cola packaging and branding is better as compared to other company. The researcher gets the chance to visit the market with market developer (M.D). It helped me to understand as to how the RED outlets have been put in different categories, like Silver outlets, Gold outlets, Diamond outlets and Platinum outlets. The job of market developers is to induce impulsive marketing. They visit RED outlets and insure that different brands of coca cola are kept in particular orders. Market share of coca cola is increased because of effective distribution channel and
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demand of the consumers. Since in LUCKNOW and its surrounding area heat descends more as compared to other parts of the states so obviously demand is more in this region. The marketing activities are good but there is need of some more promotional activities RED helped in enhancing the overall appearance of the outlet along with increased sales. Convenience for both retailer and the customer to sell and purchase the products respectively.

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Chapter 1: INTRODUCTION

RED-Right Execution Daily THE POWER OF SYSTEM RED stands for Right Execution Daily. It is a survey method for the company to know their position in the market. It is a tool to measure sales team and distributors performance in the outlets with respect to all parameters of execution.

RED NEEDS To check the Visi cooler standards as per RED Norms. To check the activation standards in various outlets. To check the availability standars. To check the self compliance of the various products in the visi cooler. Due to the audit characteristic of RED, each brand can be measured against its specific execution goals, and can be precisely monitored.

Survey has done in the four topics Visi Purity Lead Brand Availability Activation VISI PURITY There should be no impurity in the visi cooler of the company. Impurity here refers to that brand which is presented in the visi cooler other than cokes product. No other products r display /store in our visi.

FOCUS / LEAD BRAND The company has given a brand order to the market developers to arrange the different brands in a specific order in the cooler. The order should be in such a wayAS COLOJ-K SPARKLING, JUICE, KINLEY

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Thumsup Coca cola Sprite Limca Fanta Maaza, MMPO,MMNF Kinley- Water & Soda AVAILABILTY

Availability is done according the type of outlet. There are four type of outlet mentioned below. According to this market developer has to ensure the availability of the products in the particular outlet. ACTIVATION Activation is important because it helps to boost the sales of the company. it is done through the Glow sign, Shelf display, flanges. Combo boards, Table tops .This boards usually gives to the E&D outlets .It helps to attract the customers. Rack with header is provided to the grocery stores. Activation Elements Market developer must ensure that all these activation elements must available at all the outlets. Detail of activation elements must available at GROCERY STORES:

OPTIONAL ELEMENTS:-

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OUTLET SEGMENTATION MODEL

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TYPES OF OUTLETS

The company has divided their outlets on the basis of the following criteria Volume Per Outlet(VPO) Channel Income group 1. VOLUME There are five types of outlets according to the volume of sales of the outletPlatinum->1500C/s & above Diamond 800 TO 1500 C/s & above per year Gold - 500-799C/s per year Silver - 200-499C/s per year Bronze - <200C/s per year 2. CHANNEL (A) CONVENIENCE CHANNEL: Pan/Bidi shops (customer profile): This segment includes PAN BIDDI outlets that Stock cigarettes, mint, and confectionary. It covers STD/ISD phone booths, travel channel etc. Small outlets that mainly sell 200ml or 300ml bottles. They may also sell 600ml. (B) EATING & DRINKING TYPE- 1 Outlets selling items to eat which are being consumed primarily standing in the outlet or being taken away for Future Consumption. Does not have a place to sit.it includes Bakery/sweet shops/ Pakora-bhaji selling outlet/confectionary/QSR/Juice Centers/Soft Drinks Shops/Tea Shops/Ice-Cream Parlours etc. (C) EATING & DRINKING TYPE- 2 Outlets selling items to eat which are being cooked/ made within outlet with possibility of consuming those products within the outlet. The outlet should have a place to sit.it includes:

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(D) GROCERY-1 Outlets primarily engaged in retailing of food &various households items.it includes Grocers (Outlets dealing mainly in grains, provisions, spices, edible oil, vanaspati, etc) and General stores (outlets selling items of day-to-day requirements& stocking a variety of branded products) (E) GROCERY-2 Modern Grocers: Open aisle or selling only packaged items. (F) TRAVEL-1(Railways) Outlet or stalls on railway Platforms. (G) TRAVEL-2(Bus Stand) Outlet or stalls on Bus Stands or highways. H) CINEMA-SINGLE SCREEN Outlets inside Single Screen Cinema campus items like Popcorn, Samosa, Burger, Chips, etc.

3. INCOME GROUP According to the income group of the area Low- Those outlets where low income customer comes. Medium- Those outlets where medium income customer comes. High- Those outlets where high income customer comes.

Market Segmentation Models Visi-cooler position, display & Brand Order Compliance

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Under RED market developer has to insure that shopkeeper must display all products. Display may be in the form of Shelf Display, Table Top Display etc. All products must be displayed in brand order i.e. Thumsup, Coke, Sprite, Limca, Fanta, Maaza, Minute Maid Pulpy Orange, Kinley (mineral water & Soda water).

TYPES OF VISI COOLER/CHEST VISI COOLER CHEST COOLER

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7C/s 9C/s 12C/s 14C/s 20C/s 30C/s

4C/s

VISI COOLER

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RED SCORE TRACKING

The performance of market developer is measured on the basis of score tracking. Tracking will be done of the following Parameters: 1. Visi-cooler 20 points- Visi cooler compliance as per RED Norms will be tracked. This includes cooler being present in outlet, cooler purity, cooler as per RED standard, cooler in prime position etc.

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2. Availability 65 points- RED will track brands and brand pack availability, as specified in RED norms. Brand pack norms are channel specific.

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3. Activation Elements 15 points- Tracking of Activation Elements in outlets is done by RED Tracking of elements in Channel Specific.

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TOTAL 100 points These 100 points are distributed in various Parameters explained below.

BONUS & PENALTY

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Criteria for providing free chilling equipment An ice box is provided for the sale of 1-2 crates daily to the retailers. For the sale of 5-6 crates daily a visi cooler of 4 crates is provided. For the sale of 7-8 crates daily a visicooler of 7 crates is provided by the company. If the sale exceeds 9 crates daily then a visicooler of 9 crates or deep fridger is provided by the company, A STEPLIZER OF 1 KV to 5 KV is provided with the visi cooler & chest cooler,

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MY ROLE IN PROJECT RED I worked in marketing department as a sales executive at Advance Sales and Service private limited, company in Lucknow. I learned many things during my summer internship project and I got good knowledge about difference between theoretical knowledge and practical knowledge. I got good knowledge about the consumers perception and market segmentation strategy. I learned company working style and got knowledge about the company ROD (return on deposit) &GOD (goods on deposit) concept, MONOPOLY concept, LOADIN and LOADOUT concept also. I learned settlement confirmation style, direct root operation, and how company gives credit policy to the retailer. Company gives credit policy to the retailer on the basis of loyalty and percentage increase in sales, when the retailers sells all product of the company and always keep Visi cooler pure. I also got knowledge about their pre seller concept& retailer segmentation strategy. Their evaluation system of retailer that is red tracker in which they have divided their retail outlets in 5 categories i.e. platinum, diamond, gold, silver, bronze retail outlet according to the sale and the filling of red tracker which has three categories availability, Visi Cooler Standard and activation on this daily evaluation of retailer is done by market developer before tracking order and puring Visi cooler. During my summer internship, I got knowledge about company planned and unplanned scheme strategy. Company provides fund to each company operated plant for giving some scheme to the retailers. I learned manufacturing process at ASSPL and distribution network also. ASSPL has a wide and well managed network of salesmen appointed for taking up the responsibility of distribution of products to 25 routes of the city. The distribution channels are constructed in such a way that the demand of customers is fulfilled at the right place and the right time when it is needed by them. A typical distribution chain at BBL would be: Production --- Plant Warehouse --- Depot Warehouse --- Distribution Warehouse --Retail Stock --- Retail Shelf --- Consumer In the beginning, my trainer Mr. Lalit Saxena gave me a responsibility to find out gap between the company and the retailer. The retailers are getting all scheme properly which is provided by the company. I worked at Alambagh and Alliganj in Kanpur and find out many gap between the company and the retailers and how to fill Visi cooler tracker sheet. I worked with the market developer in different market and got good knowledge about the company pre-sale concept which had started from the year 2007. In the pre- sale company takes order one day before and accordingly company delivers their product on the each route. I worked on the R.E.D concept during my summer internship, company is aggressively working on the R.E.D concept because company get information about position of the retailer that means how many retailers are following company norms in each and every route. After that my trainer gave me a responsibility to capture to find Horizontal Expansion outlets, which is basically those outlets who have potential to grow and become our future suppliers. My work was to find out 40 horizontal Outlets. HOW COULD I HAVE DONE MY WORK BETTER?
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As my point of view if I would have a bike their at Lucknow then I could work very fast and collect some more valuable information for the company. Lucknow city consists of many areas but I was not able to collect data from each areas. The retailers was having some basic problems like Visi cooler was not working well, delivery was not on time, supply was not according to the demand, retailers complained me but I didnt have rights thats why I could not take any action. Company is not able to utilize the potential of summer trainees in a better way; if I would have been given any authority then I would have done my work in better way. WHAT DID I LEARN? I learned many things at ASSPL in Lucknow. I got good knowledge which is totally different to the book knowledge. I learned how they give credit policy to the retailer and how company calculate gross profit and I also got good knowledge about the company ROD&GOD concept, settlement confirmation concept, load in & load out concept, L-R concept, consumer behavior and scheme process also. I learned market segmentation strategy of the Coca-Cola Company. I learned pre sale concept and R.E.D concept, company is very aggressively working on this concept. I learned S.T.P strategy, and how the company is handling direct root operation and I have learned convincing power which was seen over there during my summer internship. I learned distribution channel of the company and I got knowledge that how company make plans and how they work on strategy. I learned that any enterprises cannot get success without good planning and good strategy. I saw that how marketing persons convince the retailer for increasing sales and I also learned customer relationship management in Coca- Cola Company. Company focus on day to day working. HOW WILL THIS EXPERIENCE HELP ME IN THE FUTURE I got good knowledge that how to make good relation to the others. I learned one thing which is most important that is hard work with strategy. When I joined Coca-Cola company as a summer trainee that time the asking rate of selling product was very high, I have seen that Area sales manager and sales team leader worked with market developer in market for achieving goal. So it was motivational things for me that is area sales manager are also working for accomplish the goal in summer season and I learned consumer behavior that means what they want and how to read consumer perception ,So if I take a chance for doing some work in sales companies then I am sure that this experience will help me.

IMPORTANCE OF THE STUDY This project is helpful to find out the sale trends of the coke products and its effect on consumer value and satisfaction. This study provides an insight to the company that what kind of strategy must be adopted in order to increase the sales and satisfaction o the consumer. This project directly deals with the interaction of different kind of people

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OBJECTIVES OF STUDY The main objective of this RED project is to increase the sales of the company. To advertise the various products of the company. To find out the present sales status of ThumsUp, Coke, Sprite, Limca, Fanta, Maaza at the retail outlets in the area.. To collect data from retailers for the activation of new channels of distribution. To study the pre-sale concept of the coke. To ensure the availability and visibility of the product. To analyze the effect of scheme

SCOPE OF THE STUDY By this study company can know its growth. This study helps the company to know their actual position in the market. RED helps to find out the promotion activities of the company and help to make relevant changes according to their rivalry company. This study ensures the availability of the product in the market. The study helps to find out the problem of the counter and to find out the requirement for more sales. RED helps to maintain the outlets in a well designed way to attract the consumers.

LIMITATIONS Although all efforts have been taken to make the results of survey as accurate as possible but the survey suffers from the following limitations: The time period of study was only for two month so it was not possible to cover all the areas and go into the depth of the problem and make analysis. The psychological condition varies from place to place because in many places outlet owner was not supportive The training was carried on in the peak season so market developer was not so supportive. Some respondents left some of the questions unanswered either due to inability to put a strain on mind or they did not know the answer.

SUMMARY

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Chapter 2: COMPANY PROFILE

INTRODUCTION OF COCA-COLA Founder : John Syth Pemberton

Type :Soft Drink (Cola) Manufacturer : The Coca-Cola Company Country of Origin : United States Introduced : 1886 Area served :Over 206 countries Color : Caramel E-150d Employees:139,600 Servings per Day:1.6 Billion Website :w w w.coca-cola.com

Coca-Cola, the product that has given the world its best-known taste was born in Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the worlds leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands. It sells beverage concentrates and syrups to bottling and canning operators, distributors, fountain retailers and fountain wholesalers. The Companys beverage products comprises of bottled and canned soft drinks as well as concentrates, syrups and not ready- to-drink powder products. In addition to this, it also
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produces and markets sports drinks, tea and coffee. The Coca- Cola Company began building its global network in the 1920s. Now operating in more than 200 countries and producing nearly 400 brands, the Coca-Cola system has successfully applied a simple formula on a global scale: Provide a moment of refreshment for a small amount of money- a billion times a day. The Coca-Cola Company and its network of bottlers comprise the most sophisticated and pervasive production and distribution system in the world. More than anything, that system is dedicated to people working long and hard to sell the products manufactured by the Company. This unique worldwide system has made The Coca-Cola Company the worlds premier soft-drink enterprise. From Boston to Beijing, from Montreal to Moscow, Coca-Cola, more than any other consumer product, has brought pleasure to thirsty consumers around the globe. For more than 115 years, Coca-Cola has created a special moment of pleasure for hundreds of millions of people every day. The Company aims at increasing shareowner value over time. It accomplishes this by working with its business partners to deliver satisfaction and value to consumers through a worldwide system of superior brands and services, thus increasing brand equity on a global basis. They aim at managing their business well with people who are strongly committed to the Company values and culture and providing an appropriately controlled environment, to meet business goals and objectives. The associates of this Company jointly take responsibility to ensure compliance with the framework of policies and protect the Companys assets and resources whilst limiting business risks.

HISTORY OF COCA-COLA The world has changed in many ways since pharmacist, John Syth Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta, Georgia. The name and the product mean so many things to hundreds of Millions of consumers around the globe. Coca-Cola products are served more than 705 million times every day, quenching the thirsts of consumers in more than 195 countries in every climate. That's a long way to come after such a modest beginning... May 1886 - Pemberton concocted caramel-colored 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 water was teamed with the new syrup, producing a drink that was proclaimed "Delicious and Refreshing." Dr. Pemberton's partner and bookkeeper, Frank M. Robinson, suggested the name and penned, in the unique flowing script that is famous worldwide today, "

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1886 - Sales of Coca-Cola averaged nine drinks per day. That first year, Dr. Pemberton sold 25 gallons of syrup, shipped in bright red wooden kegs. Red has been a distinctive color associated with the No. 1 soft drink brand ever since. 1891 Atlanta entrepreneur Mr. Candler had acquired complete ownership of the CocaCola business for $2,300. Pemberton was forced to sell because he was in a state of poor health and was in debt. Within four years, Candler's merchandising flair helped expand consumption of Coca-Cola to every state and territory. 1893 In January "Coca-Cola" was registered in the U.S. Patent office. 1917 - 3 Million Coke's sold per day. "COCA-COLA" is the worlds most recognized trademark. 1919 - The Coca-Cola Company was sold a group of investors for $25 million. 1923 - The Coca-Cola Company was sold after the Prohibition Era to Ernest Woodruff for 25 million dollars. He gave Coca-Cola to his son, Robert Woodruff, who would be president for six decades. Woodruff's leadership took the business to unrivaled heights of commercial success, making Coca-Cola an institution the world over. During the Woodruff era, Mr. Woodruff made a promise to the armed forces of the United States to supply Coca-Cola to every serviceperson. He said that costs and location did not matter; he supplied 5 billion bottles to the service. 1925 - 6 Million Coke's sold per day. 1928 - Sales of bottled Coca-Cola surpassed fountain sales for the first time. 1943 On June 29, an urgent cablegram arrived from General Dwight Eisenhower's Allied Headquarters in North Africa, requesting 10 Coca-Cola bottling plants to serve American servicemen overseas. Eventually, 64 plants were set up during WWII. 1950 - Advertising on the television began. Currently Coca-Cola is advertised on over five hundred TV channels around the world. 1961 - Sprite was introduced. 1971 - The song "I'd like to Buy the World a Coke" was released. 1978 - The two liter bottle was introduced, and during that same year the company also
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introduced plastic bottles 1982 - Diet Coke was introduced in July. 1985 - The Coca-Cola Company made what has been known as one of the biggest marketing blunder. They stumbled into a new formula in efforts to produce diet Coke. They put 4 million dollars of research to come up with the new formula. 1985 - July 10, eighty-seven days after the new Coke was introduced, the old Coke was brought back in addition to the new one. This was greatly due to dropping market share and consumer protest. The market share fell from a high of 15 percent to a low of 1.4 percent. 1993 - Coca-Cola exceeds 10 Billion cases sold worldwide. 1996 - The Summer Olympics will be held in Atlanta, Georgia, the home of Coca-Cola. For more than 65 years, Coca-Cola has been a sponsor of the Olympics. 21st Century- The Coca-Cola bottling system grew up with roots deeply planted in local communities. This heritage serves the Company well today as people seek brands that honor local identity and the distinctiveness of local markets. As was true a century ago, strong locally based relationships between Coca-Cola bottlers, customers and communities are the foundation on which the entire business grows. 2001- Launched the new fridge pack in USA a thinner longer 12 pack design 2005- Innovative aluminum contour bottles introduced commonly called M5 as the magnificent five bottles., Coca-Cola zero a zero calorie Coca-Cola with real Coca-Cola taste launched. 2006- Coca-Cola turns 120. Launches the every drop counts campaign to make the consumers remind of the variety of products Coca-Cola offers. 2007- Launches the PET bottle which uses 5% less plastic than the other PET bottles opens up new world of Coca-Cola in Atlanta Georgia on May 24th

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COCACOLA IN INDIA Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveals its formula to the government and reduces its equity stake as required under the Foreign Exchange Regulation Act (FERA) which governed the operations of foreign companies in India. After a 16-year absence, Coca-Cola returned to India in 1993, cementing its presence with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network. Cokes acquisition of local popular Indian brands including Thums Up (the most trusted brand in India), Limca, Maaza, Citra and Gold Spot provided not only physical manufacturing, bottling, and distribution assets but also strong consumer preference. This combination of local and global brands enabled CocaCola to exploit the benefits of global branding and global trends in tastes while also tapping into traditional domestic markets. Leading Indian brands joined the Company's international family of brands, including Coca- Cola, diet Coke, Sprite and Fanta, plus the Schweppes product range. In 2000, the company launched the Kinley water brand and in 2001, Shock energy drink and the powdered concentrate Sunfill hit the market. From 1993 to 2003, Coca-Cola invested more than US$1 billion in India, making it one of the countrys top international investors.By 2003, Coca-Cola India had won the prestigious Woodruf Cup from among 22 divisions of the Company based on three broad parameters of volume, profitability, and quality. Coca-Cola India achieved 39% volume growth in 2002 while the industry grew 23% nationally and the Company reached breakeven profitability in the region for the first time. Encouraged by its 2002 performance, Coca-Cola India announced plans to double its capacity at an investment of $125 million (Rs. 750 crore) between September 2002 and March 2003. Coca-Cola India produced its beverages with 7,000 local employees at its twenty-seven wholly-owned bottling operations supplemented by seventeen franchisee-owned bottling operations and a network of twenty-nine contract-packers to manufacture a range of products for the company. The complete manufacturing process had a documented quality control and assurance program including over 400 tests performed throughout the process. The complexity of the consumer soft drink market demanded a distribution process to support 700,000 retail outlets serviced by a fleet that includes 10-ton trucks, open-bay three wheelers, and trademarked tricycles and pushcarts that were used to navigate the narrow alleyways of the cities. In addition to its own employees, Coke indirectly created employment for another 125,000 Indians through its procurement, supply, and distribution networks.

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BENCHMARK Coca cola ranks no.1 brand in the world by the business world survey followed by companies like Microsoft and IBM. Coca cola is the market leader in the whole world in beverage industry. Business week magazine ranks Coca cola on 4th position in Indian FMCG industry. Coca cola enjoys approx 60% market share in Indian beverage industry.

SOFT DRINKS INDUSTRY IN INDIA

BEVERAGES

ALCOHOLIC

NONALCOHOLIC

CARBONATED

NONCARBONATED

COLA

LIMCA

JUICE

Since the early 1990s Coca-Cola Corporation and PepsiCo have been combating on what is known as the Beverage Battlefield in India. Today India is one of the most sought after countries for foreign investments because of their continually growing market opportunities. However during Coca-Cola and Pepsis attempts to broaden their global consumer bases both companies encountered several obstructions on their pursuits of conquering the Indian soft drink market.

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INTIAL DIFFICULTIES From a historical standpoint, Coca-Cola and Pepsi were facing obstructions even before entering the market in the late 1980s. Coca-Colas past venture in India had ended on bad terms with the Indian government when they refused to offer up their trade secrets. During the absence of foreign investment in the soft drink industry in India a local company, Parle, became the market leader. Parle invested a great deal into their leading brand, Thums Up, and played a dominant role in the soft drink industry until the liberalization of the Indian economy in 1991. After this time many of the political and legal obstacles facing Coca-Cola and Pepsi were lessened.

POLITICAL CHALLENGES While political and legal factors produced problems for Coca-Cola and Pepsi, both Coca-Cola and Pepsi did a lot of things to prevent that situation from happening. Both companies heavily participated in the cultural festival of Navratri in western India to promote their products and create brand awareness in a culturally traditional setting. The companies also produced television and print advertisements that linked important Indian themes to their products by building a connect using the relevant local idioms Coca-Cola and Pepsi both utilized popular Indian sporting events, athletes, and celebrities to endorse their products. Both companies couldve made the mistake of using American celebrities or already made American commercials to advertise their products in India, but instead made the right move by making advertisements to specifically target their foreign market. PRICING POLICY FOR INDIAN MARKET Coca-Cola and Pepsi also made the right moves by adapting to cultural barriers in India. One such barrier was the affordability of products for Indians. Because India is a country where people are known to live on very little a day, the idea of getting people to spend what little they have on a soft drink could be quite a stretch. However Coca-Cola India went with an aggressive pricing policy and reduced the price of their soft drinks in 2003 from 15% to 25% nationwide. To compete competitively in the market, Pepsi reduced their prices as well. This move allowed both companies to offer products that were affordable to the target market in India but also encouraged more Indians to consume Pepsi and Coca-Cola products. Both companies also created smaller sized bottles to allow for lower prices for Indian consumers. Coca-Cola and Pepsi created bottles ranging in size from 200 ml to 500 ml to adapt to cultural needs and increase their sales. By offering smaller sized bottles many consumers also increased the frequency in which they were purchasing the soft drinks.

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MISSION, VISION AND OBJECTIVE Our mission, vision and values outline who we are, what we seek to achieve, and how we want to achieve it. They provide a clear direction for our Company and help ensure that we are all working toward the same goals.

COCA-COLA: MISSION To refresh the world....in mind, body and spirit. To inspire moments of optimism....through our brands and our actions. To create value and make a difference....everywhere we engage. Create consumer products services and communications customers service and bottling system strategy process and tools in order to create competitive advantage and deliver superior value to-Consumers as a superior beverage experience. Consumers as an opportunity to grow profit through the use of finished drinks. Bottlers as an opportunity to make reasonable to grow profits and value added Suppliers as an opportunity to make reasonable when creating real value added in environment of system wide teamwork, flexible business system and continuous improvement. Indian society in form of contribution to economic and social development.

COCA-COLA: VISION

More than a billion times a day, consumer chooses our brand of refreshment Because coca cola is the symbol of quality Customers and consumers satisfaction A responsible citizen of the world
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VISION FOR SUSTAINABLE GROWTH PROFIT: Maximizing return to shareowners while being mindful of our overall responsibilities. PEOPLE: Being a great place to work where people are inspired to be the best they can be. PORTFOLIO: Bringing to the world a portfolio of beverage brands that anticipate and satisfy peoples Desires and needs. PARTNERS: Nurturing a winning network of partners and building mutual loyalty. PLANET: Being a responsible global citizen that makes a difference.

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OBJECTIVES Coca Cola's Objectives of the Company Mainly all companies' objectives are to survive, maximize their profits and to expand their business, however, from when Coca Cola had started, over the years they had achieved these objectives. So the companies have come up with six strategic objectives to provide the company with a framework for the company's success. In 2003, every function of The Coca-Cola Company integrated these priorities into their business plans. And this year, they will continue to establish these priorities, and their benefits into every aspect of the business.

Coca Cola's Six Strategic Priorities 1. Accelerate carbonated soft-drinks growth led by coca cola Coca Cola leads with their strengths. Carbonated soft drinks remain their most profitable business and Coca Cola is the most popular brand in the world. This strategy paves the way for growth. 2. Selectively broaden our family of beverage brands to drive profitable growth Enormous opportunity exists in categories such as juice and juice drinks, bottled water, teas, energy drinks, coffee and more. 3. Grow system profitability and capability together with our bottling partners Coca Cola is a company of relationships, and one of our most important relationships is the one we share with our bottling partners. In 2003, those relationships became more profitable and productive. 4. Serve customers with creativity and consistency to generate growth across all
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channels We will continually strive to increase growth for the customers' businesses, helping create a context for the company's growth. 5. Direct investments to highest-potential areas across markets Coca Cola tailor their business approach to the individual marketplace based on its stage of development. In this way, we direct our investments in a way that makes the most business sense. 6. Drive efficiency and cost-effectiveness everywhere By leveraging technology, creating alignment across business units and achieving economies of scale, we are able to operate with more efficiency.

FUTURE PLAN-A LOOK FROM PRESENT As we look ahead to the year 2020, we see tremendous growth opportunities for our franchise system and for the entire nonalcoholic ready-to-drink beverage industry. We are working closely with our bottling partners around the globe, leveraging our scale and the increased presence of our brands. We remain confident in our ability to deliver against our strategies while laying the foundation for consistent, profitable and sustainable longterm growth, inspired by our 2020 Vision in a growing world of refreshment."

o o o o o o o

Maximise Company and bottler long-term cash flow. Attract, engage and retain the best talent Develop and deploy the worlds most innovative and effective marketing. Aggressively increase the value of our portfolio. Think and act like an integrated global enterprise while intensifying our local focus. Become a critical part of our customers growth strategies. Create competitive advantage by fulfilling our Live Positively commitments. Design and implement the most effective and efficient business system.

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BBLs future plan is just to track ways to strengthen their position in the market more firmly and not only to strengthen old relations with a decade long known retailers but also with the evolving novice in the market. Other areas of improvement include, effective planning of distribution system and acquiring a good work force i.e. strengthening bond with hard smart and hard working employees. The short term goals, as always, include the effective removal of breaking flaws between Coca-Cola and retailers. The main vision of BBL is to induce such a perfection in their market execution such that it converts its all outlets to RED accounts i.e. all outlets to be under RED standards.

PRODUCT INFORMATION DIFFERENT BRANDS OF COMPANY The Coca-Cola Company offers a wide range of products to the customers including beverages, fruit juices and bottled mineral water. The Company is always looking to innovate and come up with, either complete new products or new ways to bottle or pack the existing drinks. The Coca-Cola Company has a wide range of products out of which the following products are marketed by BBL: In the Cola Section:

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 In the Lemon Section

In the Orange & Apple section:

In the mango section:

In the juice section :

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 In the Soda Water and Bottled Mineral Water section

BRANDS TAGLINE Thumsup - Taste the thunder Cocacola - Open happiness Sprite - Seedhi baat no bakwaas ,clear hai Limca - Fresh ho jao Fanta - Go bite Maaza - Bina guthli wala aam

BRAND AMBASSDORS Thumsup -Akshay Kumar Cocacola -Aamir Khan Sprite -Shahrukh Khan Fanta -Genelia Dsouza Limca -Riya Sen

ABOUT BRANDS

THUMS UP It is the leading brand of the company. It has cola flavor. Thumsup is the highest selling beverage brand of India. Mostly like by the youngsters specially boys. The competitor of the brand on same category is Pepsi.
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GLASS
200ml, 300ml, 500ml, 1000ml

PET 500ml, 1.5L, 2L, 2.25L, 500ml, 100ml

CAN 330 ml

FOUNTAIN VARIOUS SIZES

COCACOLA This is the worlds most famous & old brand. This brand is specially liked by teenagers & youngsters. The competitor on the cola category is Pepsi.

GLASS
200ml, 300ml, 500ml, 1000ml

PET 500ml, 1.5L, 2L, 2.25L, 500ml, 100ml

CAN 330 ml

FOUNTAIN VARIOUS SIZES

SPRITE This brand is the one of the fastest growing brand in the country. Sprite is liked by all age groups & people. Jan 09 report of The times of India claims sprite to be the second brand in sales after Thumsup Competitor : 7up & Mountain dew

RGB
200ml, 300ml

PET 500ml, 600ml, 1250ml, 1500ml, 2000ml, 2250ml

CAN 330 ml

FOUNTAIN VARIOUS SIZES

LIMCA Limca is cloudy lemon in flavor. This is very unique in this category .It has white in color. Competitor : Nimbooz

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GLASS
200ml, 300ml, 500ml, 1000ml

PET 500ml, 1.5L, 2L, 2.25L, 500ml, 100ml

CAN 330 ml

FOUNTAIN VARIOUS SIZES

FANTA Fanta has two flavors apple & orange. This is very popular drink among females. Competitor: Mirinda, Parles Appy fizz

GLASS
200ml, 300ml

PET 500ml, 1.5L, 2L, 2.25L, 500ml, 100ml

CAN 330 ml

FOUNTAIN VARIOUS SIZES

MAAZA This has mango flavor. Maaza is popular among children and women. Competitor: Slice, frooti

RGB
200ml, 250ml

PET 250ml, 600ml, 1.2L

POCKET MAAZA 200ml

MINUTE MAID Pulpy Orange This is orange juice .This contains no sugar & added flavor .This is a family drink. Competitor : Tropicana Available in 3 PET pack sizes i.e. 400ml, 1 litre, 1.25 litres.

MINUTE MAID Nimbu Fresh This is nimbu juice. This contains no sugar & added flavour. This is a family drink.
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Available in 3 PET pack sizes i.e. 400ml, 1 litre, 1.25 litres.

KINLEY This comes in two variety-mineral water & soda. Mineral water is used by all but soda is commonly used for alcoholic purpose by adult people. Competitor : Aquafina, Bisleri Available in PET 500ml and 1000ml.

GEORGIA GOLD COFFEE:Georgia coffee was introduced in India in 2004. The Georgia gold range of Tea and coffee beverages is the perfect solution for office and restaurant needs. Today Georgia coffee is available at Quick-Service Restaurants, Airports, Cinemas and in Corporates across all major metros in India. HOT BEVERAGES Espresso, Americano, Cappuccino, Caffe Latte, Mochaccino, Hot Chocolate, Cardamon Tea. COLD BEVERAGES NUMBER OF BOTTLES IN A CASE Description 300ML 200ML 250ML 2Litres 600ML 1.2Litres 1Litres No. 24 24 24 09 24 12 06 Ice Teas, Cold Coffee.

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STRATEGIC MANAGEMENT BY COCA-COLA 1. POSITIONING STRATEGY- It means that you try to give image to your product in the mind of the customers. To give a true and positive picture of the product is the best positioning. The company should promote its good points or comparative advantage which it has over its competitor. 2. DIFFERENTIATION STRATEGY- In order to serve your target market you introduce different things to your product so that your product can be differentiated from other products. Basis of Differentiation There are many bases on which a product can be differentiated but Coke has differentiated its product on the following base: Product Differentiation- Coke differentiate its product from its competitors on the basis of brand, quality and taste. Image Differentiation- Logo is used for image differentiation. Logo is what establishes a brand name in the consumer mind. It is the brands identification, signature and image. Coca-Cola has kept on changing its logo from time to time 3. PROMOTION STRATEGIES Price Strategy Trade Promotion- Coca-Cola Company gives incentives to middle men or retailers in a way that they offer them free samples and free empty bottles, by this these retailers and middle man push their product in the market. And thats why Coca-Cola seen more in the market. And they have a good sale in the market because according to the expert which product seen more in the market that sells more." Seen as sold" They do agreements with a shop keepers and stores to exclusive sale in those stores. These stores are called as KEY accounts in their local language. And coke also invest heavy budget on these stores and offers them free samples and free bottles and some time cash incentives. Advertisement Strategies- Coca-Cola Company use different mediums for advertisement. Print media : They often use print media for advertisement. They have a separate department for print media. TV commercial : As everybody know that TV is a most common entertaining medium so TV commercials is one of the most attractive way of doing advertisement. So Coca-Cola Company does regular TV commercials on different channels Billboards and holding;

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CHAIN FOLLOWED FROM MANUFACTURE TO DISTRIBUTION

BOTTLING Plant Lucknow [U.P]

Sales & Distribution Operation

Distributors

Outlets

Outlets

DISTRIBUTION NETWORK

BBL has a wide and well-managed network of salesmen appointed for taking up the responsibility of distribution of products to diverse parts of the cities. The distribution channels are constructed in such a way that the demand of customers is fulfilled at the right place and the right time when they need it. A typical distribution chain at BBL would be:
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Production --- Plant Warehouse --- Depot Warehouse --- Distribution Warehouse -Retail Stock --- Retail Shelf --- Consumer The customers of the Company are divided into different categories and different routes, and every salesman is assigned to one particular route, which is to be followed by him on a daily basis. A detailed and well-organized distribution system contributes to the efficiency of the salesmen. It also leads to low costs, higher sales and higher efficiency there by leading to higher profits to the firm.

CSR (COMPANY SOCIAL RESPONSBILITY)

As one of the largest and most global companies in the world, Coca-Cola took seriously its ability and responsibility to positively affect the communities in which it operated. The companys mission statement, called the Coca-Cola Promise, stated: The Coca-Cola Company exists to benefit and refresh everyone who is touched by our business. The Company has made efforts towards good citizenship in the areas of community, by improving the quality of life in the communities in which they operate, and the environment, by addressing water, climate change and waste management initiatives. Their activities also included The Coca-Cola Africa Foundation created to combat the spread of HIV/AIDS through partnership with governments, UNAIDS, and other NGOs, and The Coca-Cola Foundation, focused on higher education as a vehicle to build strong communities and enhance individual opportunity. Coca-Colas footprint in India was significant as well. The Company employed 7000 citizens and believed that for every direct job, 30-40 more were created in the supply chain. Like its parent, Coke Indias Corporate Social Responsibility (CSR) initiatives were both community and environment-focused. Priorities included education, where primary education projects had been set up to benefit children in slums and villages, water conservation, where the Company supported community-based rainwater harvesting projects to restore water levels and promote conservation education, and health, where Coke India partnered with NGOs and governments to provide medical access to poor people through regular health camps. In addition to outreach efforts, the company committed itself to environmental responsibility through its own business operations in India including. Environmental due diligence before acquiring land or starting projects Environmental impact assessment before commencing operations Ground water and environmental surveys before selecting sites Compliance with all regulatory environmental requirements Ban on purchasing CFC-containing refrigeration equipment Waste water treatment facilities with trained personnel at all company-owned bottling operations
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 Energy conservation programs 50% water savings in last seven years of operations

FINANCIAL POSITION OF COMPANY In 2009, the company generated revenues of $31 billion with $6.8 billion net income. An increased consumer preference for healthier drinks has resulted in slowing growth rates for sales of carbonated soft drinks (abbreviated as CSD), which constitutes 78% of KOs sales. KOs profits are also vulnerable to the volatile costs for the raw materials used to make drinks - such as the corn syrup used as a sweetener, the aluminium used in cans, and the plastic used in bottles. Furthermore, slowing consumer spending in Coke's large North American market compounds the challenge of increasing costs and a weak economic environment. Finally, Coca-Cola earns approximately 75% of revenue from international sales, exposing it to currency fluctuations, which are particularly adverse with a stronger U.S. Dollar (USD). Despite these challenges, Coca-Cola has remained profitable. Though the non-CSD market is growing quickly, the traditional CSD market is still large in terms of both revenues and volume and highly lucrative. The size and variety of KOs offerings in the CSD category, coupled with the unparalleled brand equity of the Coca-Cola trademark, has allowed KO to maintain its share of this important market. KO has also responded to consumers changing tastes with new, non-CSD product launches and acquisitions such as that of Glaceau in 2007. Strong international growth has also more than offset a weak domestic market. On February 25, Coca-Cola Company announced its plan to buy Coca-Cola Enterprises (CCE) for $12.3 million. Since spinning of Coca-Cola Enterprises (CCE) 24 years ago, the soft drink market has changed dramatically with consumers buying fewer soft drinks and more non-carbonated beverages, such as Powerade and Dasani water. Under the new deal, Coca-Cola Company will take control of the bottler's North America operations, giving the company control over 90% of the total North America volume. In return, Coca-Cola Enterprises will take over Coke's bottling operations in Norway and Sweden, becoming a European-focused producer and distributor. In March 2010, Coca-Cola Company entered into discussions to buy the Russian juice company, OAO Nidan Juices. The company is 75% owned by a private equity firm in London and 25% by its Russian founders and controls 14.5% of the Russian juice market. If successful, the purchase would add to Coca-Cola's 20.5% market share, passing Pepsi's 30% market share. The Russian juice market is estimated to be $3.2 billion dollars, and estimates of Nidan's purchase price are between $560-$620 million. In April 2010, Coca-Cola Company purchased a majority share of Innocent, the British fruit smoothie maker. Last year the company bought an 18% share of the company for
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more than $45 million, and recent purchases of additional shares increased Coke's stake to 58%. In June 2010, Coca-Cola Company agreed to pay Dr Pepper Snapple Group (DPS) $715 million for the continued right to sell their products following the company's acquisition of Coca-Cola Enterprises (CCE). The deal covers the next 20 years with an option to renew for an additional 20 years.

COMPETITOR ANALYSIS The competitors to the products of the company mainly lie in the non-alcoholic beverage industry consisting of juices and soft drinks. The key competitors in the industry are as follows:

: The PepsiCo challenge, to keep up with archrival, the CocaCola Company never ends for the World;s # 2, carbonated soft-drink maker. The company&apos;s soft drinks include Pepsi, Mountain Dew, and Slice. Cola is not the company&apos;s only beverage; PepsiCo sells Tropicana orange juice brands, Gatorade sports drink, and Aquafina water. PepsiCo also sells Dole juices and Lipton ready-todrink tea. PepsiCo and Coca-Cola hold together, a market share of 95% out of which 60.8% is held by Coca-Cola and the rest belongs to Pepsi.

: Nestle does not give that tough a competition to Coca-Cola as it mainly deals with milk products, Baby foods and Chocolates. But the iced tea that is Nestea which has been introduced into the market by Nestle provides a considerable amount of competition to the products of the Company. Iced tea is one of the closest substitutes to the Colas as it is a thirst quencher and it is healthier when compared to fizz
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drinks. The flavored milk products also have become substitutes to the products of the company due to growing health awareness among people.

: Dabur in India, is one of the most trusted brands as it has been operating ever since times and people have laid all their trust in the Company and the products of the Company. Apart from food products, Dabur has introduced into the market Real Juice which is packaged fresh fruit juice. These products give a strong competition to Maaza and the latest product Minute Maid Pulpy Orange.

,Godrej and Bisleri: On local levels these three pose a great threat to our products. Parles Frooti, Godrejs Jumpin, and Bisleris Water and Taaza maaza are hampering the sales of Coca-Colas products on the margins. The competitors to BBL are those who are competitors to Coca-Cola, and not any other franchise of our competitors. Rival Pepsi&apos;s biggest bottler in Punjab is the Chandigarh-based Dhillon Kool Drinks and Beverages Ltd.

OUR COMPETITIVE STRATEGIES The Coca-Cola Company is one of the largest, most successful and most widely recognized corporations in existence. Coca-Cola is a dominating force in the beverage industry and sets a very high standard of competition. Research shows that its trademark is recognized by over 94% of the worlds population. There are many factors contributing to Coca-Colas success, however, we believe that their key success factors are Marketing, Innovation, and Globalization.

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 Marketing- Coca-Cola is seen as one of the founding fathers of the modern day marketing model. They were among the pioneers of advertising techniques and styles used to capture an audience. They were also one of the first companies to offer a gimmick with their product, this being a mini yo-yo. It was around 1900 when CocaCola began presenting their signature drink as a delicious and refreshing formula. This slogan has been repeated for over the last 100 years selling Coke all over the world. Through its intense marketing campaigns, Coke has developed an image that is reflected in what we think of when we buy Coke and what we associate with drinking Coke. This image has been subconsciously installed in our brain by the advertising campaigns that show Coca-Cola associated with good times. Innovation- Coca-Cola has been able to survive and grow in an ever-changing market because of its ability to systematically innovate and deliver new products. In the late 90s the company, typically showing earnings growth of 15-20% per year, turned in three straight years of falling profits. It was apparent that the market was changing and in order to keep up with these changes, Coca-Cola had to move from a single core product to a total beverage company. This was a major change because their past success was base on having one successful core product. Coca-Cola began to employ a strategy referred to as play to win innovation. The company began operating in a decentralized environment that was unfeasible in previous years. Now Coca- Cola offers nearly 400 different products in and is still dominating the beverage industry. This is made possible by the companys ability to innovate and adapt to changing markets. Globalization- Todays big business takes place on a global scale, and Coca-Cola is no exception. Technology is continually changing business, and these constant changes have been making it more feasible and profitable for businesses to expand their operations globally in order to serve all different types of diverse markets around the world. This global view is reflected in Cokes recent Id like to teach the world to sing commercial. Coca-Cola is taking advantage of the large revenue opportunities made possible by participating in a global market and now offers products in 200 countries around the world.

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Chapter 3: RESEARCH METHODOLOGY

OBJECTIVES OF THE STUDY The main objective of the project is to analyze and study in efficient way the current position of Coca- Cola Company. To perform PESTLE and SWOT analysis of Coca-cola globally as well as locally. This would help us identify areas of potential growth. The study was aimed to perform Market Analysis of Coca-Cola Company & find out different factors effecting the growth of Coca-Cola. Another objective of the study was to perform Competitive analysis between CocaCola and its competitors. To understand the reasons behind the purchase of Coca-Cola products.

SCOPE OF THE STUDY This study basically tries to discover the current position of Coca-cola in the market. It also tries to discover the preferences of the customers when posed with a choice between Coca-Cola and Pepsi. It is primarily directed to the general public but was done only in Lucknow.

RESEARCH DESIGN

A research design is the specification of methods and procedures for acquiring the needed information. It is overall operational pattern or framework of the project that stipulates what information is to be collected from which source by what procedure. There are three types of objectives in a marketing research project:1. Exploratory Research. 2. Descriptive Research. 3. Casual Research.

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1. Exploratory Research (Based on Information):- The objective of exploratory research is to gather preliminary information that will help define problems and suggest hypothesis. 2. Descriptive Research (Based on Explanation):-The objective of descriptive research is to describe things, such as the market potential for a product or the demographics and attitudes of consumers who buy the product. 3. Casual Research (Based on Contingency Approach):-The objective of casual research is to test hypothesis about casual and effect relationships. Based on the above definitions it can be established that this study is a Descriptive Research as the attitudes of the customers who buy the products have been stated. Through this study we are trying to analyze the various factors that may be responsible for the preference of Coca-Cola products.

METHOD OF DATA COLLECTION

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

SECONDARY DATA:-It is defined as the data collected earlier for a purpose other than one currently being pursued. As a researcher I have scanned lot of sources to get an access to secondary data which have formed a reference base to compare the research findings. Secondary data in this study has provided an insight and forms an outline for the core objectives established. The various sources of secondary data used for this study are: News papers
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Magazines Text book Marketing reports of the company Internet SAMPLING DESIGN

An integral component of a research design is the sampling plan. Especially it addresses three questions: Whom to survey (sample Unit), how many to survey (Sample Size) and how to select them (sampling Procedure). Making the census study of the entire universe will be impossible on the account of limitations of time and money. Hence sampling becomes inevitable. A sample is only his portion of population. Properly done, sampling produces representative data of the entire population. SAMPLE SIZE: Through questionnaire 150 respondents. Through personal interview 27 respondents.

SAMPLING TOOL:-Questionnaire was used as a main tool for the collection of data, mainly because it gives the chance for timely feedback from respondents. Moreover respondents feel free to disclose all necessary detail while filling up a questionnaire. Respondents seeking any clarification can easily be sorted out through tool. Sampling Tools Questionnaire Personal Interview Respondent Customer Customer Total Number 150 27 177

FIELD WORK:-The study was conducted in Lucknow. The questionnaires were given to the respondents to fill in order to get their feedback. Questions were read out to the respondents and the answers were noted.

TOOLS OF ANALYSIS

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The primary tool for the data collection used in this study is the respondents response to the questionnaire given to them. The various research measuring tools used are: Questionnaire Personal interview Tables Percentages Pie-charts Bar-charts Column charts

SWOT ANALYSIS OF COCA-COLA

STRENGTHES
Distribution Network. Strong Brand Image. Low Cost of Operation.
SWOT ANALYSIS

WEAKNESSES
Health Care Issues. Small Scale Sector Reservations.

OPPORTUNITIES
Large Domestic Markets. Export Potential. High Income among People.

THREATS
Imports. Tax & Regulatory Sector. Slowdown in Rural Demand.

STRENGTHES DISTRIBUTION NETWORK:-The Company has a strong and reliable distribution network. The network is formed on the basis of the time of consumption and the amount of sale yielded by a particular customer in one transaction. It has a distribution network consisting of a number of efficient salesmen, 700,000 retail
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outlets and 8000 distributors. The distribution fleet includes different modes of distribution, from 10 tonne to open bay three wheelers that can navigate the narrow alleyways of Indian cities constantly keep Coca-Cola brands available in every nook and corner of the Countrys remotest areas. STRONG BRAND IMAGE:-Coke has its history of about more than a century and this prolonged sustenance has definitely added to the brand image in the minds of the consumers and to its wallet. The products produced and marketed by Coca-Cola India have a strong brand image. Strong brand names like Coca-Cola, Fanta, Thums up, Limca and Maaza add up to the brand name of Coca-Cola Company as a whole. Coca Cola India for the first time has come out with corporate campaign in India targeting its stakeholders. The multimedia campaign Little Drops of Joy " is aimed at raising the corporate brand image of the company which took a heavy beating with a number of controversies it faced in different domains. The new campaign is a part of a complete restructuring exercise in the Indian arm of this global change. Coca Cola recently announced its new corporate strategy called the 5 Pillar" strategy. The company has identified the 5 pillars as a) People b) Planet c) Portfolio d) Partners e) Performance

LOW COST OF OPERATIONS:-In light of the companys Affordability Strategy, Coca-Cola went about bringing a cost-focus culture in the company. This included procurement Efficiencies through focus on key input materials, trade discipline and control and proactive tax management through tax incentives, excise duty reduction and creating marketing companies. These measures have reduced the costs of operations and increased profit margins.

WEAKNESSES HEALTH CARE ISSUES:-In India, there exists a major controversy concerning pesticides and other harmful chemicals in bottled products including Coca-Cola. In 2003, the Centre for Science and Environment (CSE), a non- governmental organization in New Delhi, said aerated waters produced by soft drinks manufacturers in India, including multinational giants PepsiCo and Coca-Cola, contained toxins including lindane, DDT, malathion and chlorpyrifos - pesticides that can contribute to cancer and a breakdown of the immune system.

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 SMALL SCALE SECTOR RESERVATIONS:-The Companys operations are carried out on a small scale and due to Government restrictions and red-tapism, the Company finds it very difficult to invest in technological advancements and achieve economies of scale.

OPPORTUNITIES LARGE DOMESTIC MARKETS:-The domestic market for the products of the Company is very high as compared to any other soft drink manufacturer. Coca-Cola India claims a 58 per cent share of the soft drinks market; this includes a 42 per cent share of the cola market. Other products account for 16 per cent market share, chiefly led by Limca. The company appointed 50,000 new outlets in the first two months of this year, as part of its plans to cover one lakh outlets for the coming summer season and this also covered 3,500 new villages. In Bangalore, Coca-Cola amounts for 74% of the beverage market. EXPORT POTENTIAL:-The Company can come up with new products which are not manufactured abroad, like Maaza etc and export them to foreign nations. It can come up with strategies to eliminate apprehension from the minds of the people towards the Coke products produced in India so that there will be a considerable amount of exports and it is yet another opportunity to broaden future prospects and cater to the global markets rather than just domestic market. HIGHER INCOME AMONG PEOPLE:-Development of India as a whole has lead to an increase in the per capita income thereby causing an increase in disposable income. Unlike olden times, people now have the power of buying goods of their choice without having to worry much about the flow of their income. Coca-Cola Company can take advantage of such a situation and enhance their sales. THREATS IMPORTS:-As India is developing at a fast pace, the per capita income has increased over the years and a majority of the people are educated, the export levels have gone high. People understand trade to a large extent and the demand for foreign goods has increased over the years. If consumers shift onto imported beverages rather than have beverages manufactured within the country, it could pose a threat to the Indian beverage industry as a whole in turn affecting the sales of the Company. TAX & REGULATORY SECTOR:-The tax system in India is accompanied by a variety of regulations at each stage on the consequence from production to consumption. When a license is issued, the production capacity is mentioned on the license and every time the production capacity needs to be increased, the license
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poses a problem. Renewing or updating a license every now and then is difficult. Therefore, this can limit the growth of the Company and pose problems. SLOWDOWN IN RURAL DEMAND:-The rural market may be alluring but it is not without its problems: Low per capita disposable incomes that is half the urban disposable income; large number of daily wage earners, acute dependence on the vagaries of the monsoon; seasonal consumption linked to harvests and festivals and special occasions; poor roads; power problems; and inaccessibility to conventional advertising media. All these problems might lead to a slowdown in the demand for the companys products.

PESTEL ANALYSIS OF COCA-COLA

PESTLE stands for Political, Economic, Social, Technological, Environmental and Legal. It is a tool that helps the organizations for making strategies and to know the EXTERNAL environment in which the organization is working and is going to work in the future. Coca-

Cola beverage, which is the leading manufacturer and distributor of non-alcoholic drinks also need to undergo this PESTLE analysis to know about the external environment (especially their competitors and the opportunities available) in order to keep pace with the fast growing economy.

Political Analysis: Political factors are how far a government intervenes in the operations of the company. The political factors may include tax policy, trade
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restrictions, environmental policy, laws imposed on the recruiting labours, amount of permitted goods by the government and the service provided by the government. Globally, Coca-Cola beverages being a non-alcoholic industry falls under the FDA (Food and Drug Administration), it is an agency in the United States Department of Health and Human Services. Its headquarters is in USA and it has started opening offices in foreign countries as well. The job of the FDA is to check and certify whether the ingredients used in the manufacturing of Coca-Cola products in the particular country is meeting to the standards or not. In Coca-Cola the company takes all the necessary steps to analyze thoroughly before introducing any ingredients in its products and get prior approval from the FDA. The company also has to take into consideration of the regulation imposed by FDA on plastic bottled products. Apart from FDA the other political factors includes tax policies and accounting standards. The accounting standards used by the company changes from time to time which have a significant role in the reported results. The company also is subjected to income tax policies according to the jurisdiction of various countries. In addition to this, the company is also subjected to import and excise duties for distribution of the products in the countries where it does not have the outsourcing units. Moreover, if there is any unrest or changes in the government and any kind of protest by the political activists may decline the demand for the products. Also the situations like the unsure conditions prevailing in Iraq and escalation of the terrorist activities in these areas could affect the international market of our product. It creates an inability for the company to penetrate in the markets of such countries.

Economic Factors: The economic factors analyze the potential areas where the firm can grow and expand. It includes the economic growth of the country, interest rates, exchange rates, inflation rates, wage rates and unemployment in the country. The company first analyzes the economic condition of the country before venturing into that country. When there is an economic growth in the country, the purchasing power among people increases. It gives the company or the marketer a good chance to market the product. Coca-Cola, in the past identified this correctly and rightly started its
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distribution across various countries. The net operating profits for the company outside US stands at around 72%. Along with this the company uses 63 various types of currencies other than US Dollar. Hence there is a definite impact in the revenues due to the fluctuating foreign currency exchange rates. A strong and weak currency tends to affect the exporting of the products globally. Interest rates are the rate which is imposed on the company for the money they have borrowed from government. When there is an increase in the interest rates, it may deter the company in further investment as the cost for borrowing is higher. Coca-Cola uses derivative financial instruments to cope up with the fluctuating interest rates. Inflation and wage rate go hand in hand, when there is an increase in the inflation the employee demand for a higher wage rate to cope up with the cost of living. This comes as additional cost for the company which cannot be reflected in the price of the final product as the competition and risk in this segment is higher. This is a threat in the external environment faced by the company. From the above explanation it is clearly seen that the economic factors involves a major impact in the behaviour of the company during various economic situations.

Social Factors: Social factors are mainly the culture aspects and attitude, health consciousness among people, population growth with age distribution, emphasis on safety. The company cannot change the social factors but the company has to adjust itself to the changing society. The company adapts various management strategies to adapt to these social trends. Coca-Cola which is a B2C company, is directly related to the customer, so social changes are the most important factors to consider. Each and every country has a unique culture and attitude among the people. It is very important to know about the culture before marketing in a particular country. Coca-Cola has about 3300+ products in their stable, when entering into a country it does not introduce all the products. It introduces minimum number of products according to the culture of the country and the attitude of the people. Consumers and government are becoming increasingly aware of the public health consequences, mainly obesity which is the second social factor in the soft drinks industry.
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It inspired the company to venture into the areas of Diet coke and zero calorie soft drinks. The problem of obesity is taken seriously among the youngsters who like to maintain a good physique. Hence coke introduced dietary products for those youngsters who can enjoy coke with zero calories. In one of the study it is said that Consumer from the age groups 37 to 55 are also increasingly concerned with nutrition. Since many are aware, they are concerned with the longevity of their lives. This will affect the demand of the company in the existing product and also is an opportunity to venture into new health and energy drinks industry. Population growth rate and the age distribution is another social factor to be considered. It is very important because non-alcoholic markets have most of its share from the children and youngsters. Adults used to celebrate mostly with alcohol. The age distribution of the country becomes important for the success of the product in a country.

Technological Factors: Technology plays a varied role in the soft drinks industry. The manufacturing and distribution of the products is relatively a Low-Tech business, although the creation of a new product with the perfect blend and taste is a science (an art in itself). Technological contributions are most important in packaging. The company rely on their bottling partners for a significant portion of their business. Nearly 83% of the worldwide unit case volume is manufactured and distributed by their bottling partners in whom the company does not have controlling power. Hence it is necessary for the company to maintain a cordial relation with their bottling partners. If the company do not give ample support in pricing, marketing and advertising then the bottling industry while increase their short term profits, may become detrimental to the company. The advancement in technology in the company has led to: Introduction of new ways for the availability of Coca-Cola, it introduced general vending machines all over the world. In products it led to the development of new products like Cherry Coke, Diet Coke etc. The technical advancement in the bottling industries include, introduction of recyclable and non refillable bottles, introduction of cans which are trendy, stylish and popular among the youngsters.

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Environment Factors: These factors include the environment such as the weather conditions and the seasons in which people prefer to buy cool beverages. Also the company must follow the environmental issues related to the product manufacturing, packaging and distributing in various countries. It must adhere to the norms and market the product accordingly. Usage of renewable plastic in the PET bottles is followed by the company strictly. Legal Factors: The legal factors include discrimination law, customer law, antitrust law, employment law and health and safety law. In Coca-Cola the business is subjected to various laws and regulation in the numerous countries in which they do the business, the laws include competition, product safety, advertising and labelling, container deposits, environment protection, labour practices. In the US the products of the company is subjected to various acts like Federal Food, Drug and Cosmetic Act, the Federal Trade Commission Act, Occupation Safety and Health Act, various environment related acts and regulations, the production, distribution, sale and advertising of all the products are subjected to various laws and regulations. Changes in these laws could result in increased costs and capital expenditures, which affects the company profitability and also the production and distribution of the products. Various jurisdictions may adopt significant regulations in the additional product labelling and warning of certain chemical content or perceived health consequences. These requirements if become applicable in the future the company must be ready to accept and have necessary changes in hand for the same.

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BCG (BOSTONCONSULTINGGROUP) APPROACH

STAR THUMS UP, MAZZA, KINLEY CASHCOWS LIMCA, COCA COLA QUESTIONMARKS FANTA, SPRITE

DOGS MMPO, MMNF, DIET COKE, KINL EY SODA

LIMITATIONS OF THE STUDY

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The main purpose of this study is get idea about the preference of the customers towards various Coca-Cola products. But there are certain factors which affects this study they are as follow: Since the sampling procedure was judgmental, the sample selected may not be true representative of the population. Economic and market conditions are very unpredictable (Present and future). The project duration is limited to 7 weeks so it limits the area of study. The study was confined to Lucknow due to which the result cannot be applied universally.

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Chapter 4: DATA ANALYSIS

DATA ANALYSIS & INTERPRETATION

The observation through Questionnaires

Channel
Convenience 2 5 Grocery E&D-1

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CHANNEL:
There are 93% of Convenience outlets, 5% of E&D-1 and 2% of Grocery stores are there in Alambagh and Alliganj outlet. So here we concluded that convenience outlets are CocaCola retailers.

VOLUME PER UNIT(VPO):

The PIE Chart shows that there are 48% retailers who have 4c/s Visi Cooler and 9%,19%,24% retailers have 30 or 20 C/s, 9 or 15 C/s and 7C/s Visi coolers respectively.

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FAMILIARITY: 84% of the retailers are familiar with the RED concept and remaining 16%
are not familiar.

INCENTIVES: The distributer is providing 86% schemes,7% prizes,5% scratch coupons, 2%

cash discount to their exclusive outlets

IMPROVEMENT IN CONDITION OF VISI COOLER AFTER IMPLEMENTATION OF RED: There is 72% improvement in cooler standard of
RED outlets and 20% dont take any action for improvement

INCREMENT IN PRODUCT AVAILABILTY:

There is 82% increment in availability of the products after implementation of RED INI

INCREMENT IN PRODUCT ACTIVATION: You can see through pie chart that there is
78% increment in activation of brands

INCREMENT IN PRODUCT DELIVERY: There is 80% increment in delivery of product

due to well designed channel

PERFORMANCE OF M.D: After implementation of RED the company is very particular

about recruiting right people at the right job, they want those people in Coca Cola marketing who have strong convincing power and so the results are shown in the pie chart out of 100% ,70 % found to be perfect for the profile.

FREQUENCY OF DELIVERY MEN VISIT: 70% of the delivery men now visit on a daily basis,18% weekly and11% on a monthly basis. FREQUENCY OF VISIT OF DGM: You can see through graph that 79% of red otlets on
a weekly basis

CONTINUATION: 93% of the retailers want to carry out with RED concept and remaining
7%are not

This study have been taken from Magazines

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Respondents based on age group

180 160 140 Number of respondents 120 100 80 60 40 20 0 Number of respondents Below 20 10 20-30 159 30-40 6 40-50 1 above 50 1

AGE GROUP: From this we can comprehend that 90% of total respondents belong to the age group of 20-30. This is because most of the consumers that prefer or consume Coca-Cola products belong to this age group. About 6% belong to age group below 20 and 3% belong to age group of 30-40.

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Respondents based on gender

37%

63%

Male Female

GENDER: Form this we come to know that the gender ratio of the total respondents is almost 2:1 (male: female).

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Frequency of soft drink consumption

50 40 30 20 10 0 Once a week Twice a week Thrice a week Everyday Rarely

Series1

SOFT DRINK CONSUMPTION: From this we interpret that about 48% of the total respondents consume soft drinks rarely or once a week. About 35% respondents consume soft drinks twice or thrice a week and only 18% consumes soft drinks every day.

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Weekly expenditure of coca-cola products (INR)

3%

4% 12%

50-100 100-150 150-200 81% Above 200

EXPENDITURE: From this we interpret that about 81% of the respondents spend only Rs. 50-100 a week on Coca-Cola products, which is very low as compared to the global scenario. This creates a potential growth market for Coca-Cola India. About 12% spends from 100-150 a week & 7% spend above 150.

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Purchasing Portal Preference

120 100 80 60 40 20 0 Supermarkets Retails Vendor Machines Pubs & Restaurant Multiplexes S e r i e s 1

Series1

Supermarkets 26

Retails 103

Vendor Machines Pubs & Restaurant 8 20

Multiplexes 20

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

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Occasions/Reasons for consumption

Just like that

Parties

Cinemas

Picnics

Festivals

0 Festivals 3

20 Picnics 4

40

60 Cinemas 26 Number of respondents

80 Parties 40

100

120 Just like that 104

Series1

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

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Soft drink preference

80 Number of responses 70 60 50 40 30 20 10 0 Coca-Cola Pepsi Other products of Coca-Cola Other products of Pepsi Other drinks S e r i e s 1

Coca-Cola Series1 72

Pepsi 34

Other products of Other products of Coca-Cola Pepsi 52 7

Other drinks 12

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

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Opnion About Coca-Cola Products

Bad

Below Satisfactory

Satisfactory

Good

Excellent 0 20 40 60 NO. OF RESPONDENTS 80 100 120

OPINION ABOUT COCA-COLA PRODUCTS: From thsi we infer that though the respondents are more than satisfied by the Coca-Cola product range they would still like the company to introduce new drinks.

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Products expected by consumers from Coca-Cola

Fizzy drinks Fruit drinks Energy drinks Alcoholic drinks

20%

14%

26%

40%

PRODUCTS EXPECTED BY CONSUMERS: From this we conclude that about 40% would like to see a new fruit drink being added to the product basket, 26% want energy drinks, 20% alcoholic drinks and only 14% want another fizzy drink. Majority of the people wanting to see a fruit drink is mainly because people are more health conscious now and want to manage their calorie intake.

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Quantity preference

90 80 70 60 50 40 30 20 10 0 200-250 ml Glass bottle 300 ml Can 500 ml Pet bottle 1 litre 2 litre

Number of responses

S e r i e s 1

200-250 ml Glass bottle Series1 47

300 ml Can 33

500 ml Pet bottle 83

1 litre 5

2 litre 9

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

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Branding

Pepsi products

Coca-Cola products

20 Coca-Cola products 109

40

60

80

100

120

Series1

Pepsi products 68 NO. OF RESPONDENTS

BRANDING:

From this it is concluded that respondents find Coca-Cola products better than that of Pepsi products. About 62% respondents said that they find Coca-cola products better than Pepsi and only 38% supported Pepsi products.

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Pricing

120 100 80 Series1 60 40 20 0 Coca-Cola products Pepsi products

PRICING:

From this we infer that about 62% of the respondent considers the pricing of Coca-Cola much more reliable than that of Pepsi. About 38% respondents think that Pepsi have better pricing than that of Coca-Cola.

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Quality

150 100 50 0 Coca-Cola products Pepsi products Series1

QUALITY: From this its clear that Coca-Cola products have better quality than that of Pepsi. About 73% respondents consider that Coca-Cola products have very good quality. 27% respondents consider Pepsi products have better quality.

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Taste

Pepsi products

Coca-Cola products

0 Series1

20

40

60

80

100

120

140

Coca-Cola products 130 NO. OF RESPONDENTS

Pepsi products 47

TASTE: From this its clear that Coca-Cola products have better taste than that of Pepsi. About 73% respondents consider that Coca-Cola products have very good taste. 27% respondents consider Pepsi products have better taste.

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Availability

Pepsi products

Coca-Cola products

85

86 Coca-Cola products 90

87

88

89 Pepsi products 87

90

Series1

Number of respondents

AVAILABILITY: From this its clear that there is slight difference between the availability of products of Coca-Cola and Pepsi. About 51% respondents think that Coca-Cola products are much easily available in the market.49% consider that availability of Pepsi products is more in the market.

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Satisfaction

Pepsi products

Series1

Coca-Cola products

20

40

60

80

100

120

140

SATISFACTION: About 70% of respondents are satisfied with the Coca-Cola products while as 30% respondents are satisfied with the Pepsi products as shown in fig.

LIMITATIONS
Although all efforts have been taken to make the results of survey as accurate as possible but the survey suffers from the following limitations:

and go into the depth of the problem and make analysis.

owner was not supportive ing was carried on in the peak season so market developer was not so supportive.

strain on mind or they did not know the answer.

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Chapter 4: FINDINGS, SUGGESTIONS, CONCLUSIONS

FINDINGS In our study it is revealed that 67% from the selected outlet follow the Brand Order COLOJ-K, but remaining 37%are not following the brand order. 69% of visited outlet, visi cooler are pure i.e. in visi cooler only the product of Coca cola are placed and 31% of outlets dont keep visi cooler pure. 67% of visi cooler are at prime position where consumer can see our product and choose as per there need. 83% outlets are convenience store, 11% are under the E&D and remain under 6% are glossary shop. 31% of outlets are having 7vc, 41% of the total outlets having 9vc, 16% outlets have 11vc, and few outlets have 20vc. 54% market cover under the silver categories where as remaining 23%, 22%, 1% are under diamond, gold, bronze respectively. 76% outlet from the sample of 250 outlets which have sufficient activation elements but remaining 24% outlets are not fully activated.

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SUGGESTION The suggestions made in this section are based on the market study conducted as part of Coca-Cola India. The suggestions are arranged in order of priority, highest first. Delivery position should be maintained to get good return from the market. The company must try to make different brands of Coca-Cola available at every retail outlet whether it is large or small, otherwise the consumer may go for substitute. Sales People and delivery persons should properly monitor the market whether stocks are available and are properly utilized in the market or not. We can provide them beautiful display racks, tablemats, menu-cards etc, containing the trademark and brand name of the company. Display material should be provided to the retailers on more regular basis to increase the sales level. Maintenance work of refrigerator; i.e. purity must be improved. The company should take steps to replace damaged or unsellable Coca-Cola goods frequently from the retailers. The Company employees should make direct contact with the consumers, so that they may aware with real situation of the market and consumers attitude towards the product. For this they can arrange awareness camps in different locations. At every petrol-pump we should install Fountain Machine. It will be helpful in generating impulse purchase and also as awareness about the products of the company among the consumers.

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RECOMMENDATION We can sum the recommendations in brief as follows: Aggressive Marketing Regular visit to distributors Sales promotion and advertising to be made more frequent for brand building Communications should be improved. Fulfill the Demand of product by company in the fields sales situation. Sales persons work independently and away from the office. Good communication requires interaction between those preparing and those receiving reports. A good sales reporting system provides both for communication from the field to office and form office to the field. Sales reports provide data for evaluating performance. Company should make plans for better performance to the sales man. Company should be implement the customers suggestions and complaints about products, service policies, price changes, advertising companies etc. Company should gather information of competitors activities. Transportation confers time utility and place utility to the product. It determines the companys customer service; it has also crucial bearing on the other elements of physical distribution and marketing.

OBSERVATION
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To collect order each and every outlet. To cheque visi-cooler with 100% purity. To see a soft drink in Brand Order. To see every outlet is this soft drink present in display rack. To see every outlet visi- cooler will present in prime location. To visit every outlet in regular basis. To go every outlet and listen any problems in visi- cooler and soft drink to be noted in complaine diary. To see each and every outlet worked in better condition. To see as a Market developer (M.D) every outlet full fill in terms and conditions with visi-Cooler. To see as a Market developer (M.D.) if any outlet will not selling your product than you asked why you are not selling in my product. Then you give advice to outlet.

PROBLEMS

Lack of pure visicooler .Purity level is worse condition because lean season. Activation Problem. During lean season there is lack of special offer to promote selling. Availability standard in outlet is not according to terms and conditions of the company. There is number of unsatisfied red outlet with admission . M.M.P.O is vanished from outlet. Pepsico product is main competitor in market. In most outlet kinley water and soda is least preferred brand.

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FACTS

The most popular flavor is Thumsup in the whole market. Cocacola is the market leader and Pepsi is the market challenger. Thumsup has the highest sales from the Coca colas side and from the Pepsis side mountain Dew has the highest sales. Aquafina has more sales then Kinley in mineral water segment. Pepsi provides more schemes then Cocacola. Sprite has the fastest grownup brand in the clear lime segment in the recent years. In the off season when the sale is reduced retailers want more schemes. Minute maid is not getting good response from the market.

LEARNING EXPERIENCE The first thing that I come to know is to work in the market i.e. the way of doing the things in the market. The second thing is that, to know about the RED execution. And also learn the impact of visicooler and activation on the sales. I also come to know the working of the Coca Cola Company i.e. how the company do their jobs successfully. I can also do some practical work at the outlets like to set the brand order in the visicooler, complete the activation element etc. I can also learn the working of MDs and sales person in the market. Also the relationships of the company with the outlet owners and customer are very good.

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CONCLUSION According to most of the outlet owners the product which is seen is sold i.e. "Jo Dikhta Hai Woh Bikta Hai". Prime position of Visi-cooler outside the outlet plays an important role in the selection of the soft drink by customer. Few activation elements like Table Top, Glow Shine Board, Hanger; Road Stand plays a major role in increasing sell of the soft drink Supply of product as well as stock keeping unit is not up to the mark. Coca-Cola is the leading soft drink brand in Lucknow region & most selling brand in the region is Thumps Up, Sprite and Maaza. Though there were certain limitations in the study that was conducted. The sample allowed for some conclusions to be drawn on the basis of analysis that was done on the data collected. The data has clearly indicated that Coca-Cola products are more popular than the products of Pepsi mainly because of its TASTE, BRAND NAME, INNOVATIVENESS and AVAILABILITY, thus it should focus on good taste so that it can capture the major part of the market. The study also indicated that the consumers are satisfied with the Coca-Cola products and purchase them without any specific occasions. In todays scenario, customer is the king because he has got various choices around him. If you are not capable of providing him the desired result he will definitely switch over to the other provider. Therefore to survive in this cutthroat competition, you need to be the best. Customer is no more loyal in todays scenario, so you need to be always on your toes.

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BIBLIOGRAPHY BOOKS: Marketing Management Philip Kotler. Research Methodology Kothari. Marketing Research- Naresh Malhotra WEBSITES: www.thecoca-colacompany.com www.news.bbc.co.uk www.india-server.com www.magindia.com www.coca-colaindia.com www.wikiinvest.com www.open2.net OTHERS Annual report of Coca-Cola 2008. Annual report of Coca-Cola 2009.

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ANNEXURE QUESTIONNAIRE NAME OF OUTLET OWNER: AREA CONTACT NO.:

(A) GENERAL QUESTIONS 1).Type of channel a) Grocery ( ) b) Eating & Drinking ( ) c) Convenience ( ) 2). Type of category a) Diamond ( ) b) Gold ( ) c) Silver ( ) 3). Are you familiar with project RED? a) Familiar ( ) b) Unfamiliar ( ) 4).Your belief on Coca Cola increased from Project RED by? a) 25% ( ) b) 50% ( )
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c) 75% ( ) d) 100% ( ) 5).What kind of incentives are you getting from distributors? a) Schemes ( ) b) Prizes ( ) c) Scratch coupons ( ) d) Cash discount ( ) e) None ( )

(B) AFTER PROJECT RED 6) Improvement in condition of visicooler? a) Yes ( ) b) No ( ) c) As it is ( )

As it is, 8%

No, 20%

Yes, 72%

7) Has the availability of product increased? a) Yes ( ) b) No ( ) c) As it is ( )

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As it is, 9% No, 9%

Yes, 82%

8) Has the activation of outlet increased? a) Yes ( ) b) No ( ) c) As it is ( )

No, 12%

As it is, 10%

Yes, 78%

9) Is the delivery of Coca colas product increased? a) Yes ( ) b) No ( ) c) As it is ( )

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As it is, 10%

No, 13%

Yes, 80%

(C) PERFORMANCE OF RED TEAM 10) What is the performance of Market developer? a) Poor ( ) b) Good ( ) c) Better ( ) d) Best ( )
Poor, 6%

Good, 9%

Better, 15% Best, 70%

11) What is the frequency of deliveryman visit? a) Daily ( ) b) Weekly ( ) c) Monthly ( ) d) Never ( )
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Monthly, 11% Never, 1%

Weekly, 18% Daily, 70%

12) What is the frequency of visit of DGM/MEM? a) Daily ( ) b) Weekly ( ) c) Monthly ( ) d) Never ( )
Daily, 2% Weekly, 16%

Never, 1.2

Monthly, 79%

13) Do you want to continue with RED project? a) Continue ( ) b) Discontinue ( )

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Sales
Discontinue

Continue

14) Any suggestion?

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