Summer Internship Project Report On An Assessment of Competitiveness of Coca Cola in Soft drink Industry in India- A Study conduct in Patna

Prepared byPRANNOY RAJ P.G.D.M-2010-2012

In the Partial fulfillment of Post Graduate Diploma in Business Management Year - 2010-2012

Under thr guidance of Miss. Swati Gupta

submitted to:Dr. Ashish Agarwal IIMT Professional college

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CERTIFICATE

Declaration

I Prannoy Raj , a student of PGDM III Semester in the year 2010-2011, hereby declare that. I have undergone training at- HINDUSTAN COCA COLA BEVERAGES PVT. LTD.,PATNA, this report is an original work carried out by me and the report has not been submitted to any other University for the award of any degree or diploma.

Place :Date :-

Prannoy Raj PGDM-III Semester

Acknowledgement
My first regards are to the almighty God, without the wish of whom not even a single leaf can move. It was Gods grace which helped me to complete this project. My belief in him enabled me to embark upon this task, move to the righteous path and recede to the realms of fact. I am extremely gratified to Dr. Ashish Agarwal (Director), who was extremely helpful in offering his professional expertise and bestowing me practical knowledge in all spheres related to the whole research project done. I am always beholden to my God, for always being with me and showing me the right ways, my family members, for always doing favors to me and my friends and colleagues consistently helped with encouragement and criticism throughout the project work, for always lifting my sights to higher vision, raising my personality beyond normal limitation and for realizing me my strengths and potential, this project owes a great deal to it and so do I. I am thankful to my parents whom were always with me during my project and encouraged me during this time. I am very thankful to my guide Mr. Durgesh Jha (Marketing & Operations Executive, HCCBPL, Patna), for providing me an opportunity to undertake this project. He helped me by answering each query of mine. This project was a great experience for me, as it made me aware of professional culture that exists in an organization, about the market, qualities required at work and how to deal with the customers.

I am heartily indebted to the respondents (outlet owners) who gave their valuable time in listening to me and providing information, which was very important for project without which my project would not have been completed. I would like to thank my all faculties guides who are nurtured me from the start of my post graduate course in such a way that would be beneficial for me during my SIP. Any degree of thanks to them from me would be less. I would also like to thank Mr. Ashish Kumar Jha ( Area Channel Manager, HCCBPL), Mr. Manish Kumar( HR Manager, HCCBPL) for providing me an opportunity to work in their organization. My sincere thanks also goes to my friends and employees of HCCBPL Mr. Vijay Das, Subhash kumar and Niraj kumar who all helped me a lot during my project. Last but not the least I would like to thanks all those persons who are directly or indirectly helped me to accomplish my project work.

Prannoy Raj

PREFACE
Its a thing of massive gratification for me to pressent this research Project Report on the topic An Assessment of Competitiveness of Coca Cola in Soft drink Industry in India- A Study conduct in Patna. I myself have for a long time deeply interested in studying consumer trends & behavior towards soft drink industry. This project attempts to identify and define areas related to consumer behavior towards soft drink products. It also attempts to develop at least first approach to these areas, to think through policies, principles, and practices to accomplish the new tasks and to satisfy the customer needs. By this practical training I am able to equip understanding, the thinking, the knowledge, and the skills for today and also for tomorrows market exigency. Initially I was just having the bookish knowledge about all Marketing policies, practices and functions, but after doing this research, I got most of the practical knowledge. I have come to know, what actually happens in the mind of consumer. Though it is not possible to have the information of all the spheres in market, in such a very short period, but I tried to get more and more about all functions and practices applied in practical working, I have particularly stresses on. I saw that though the times are hard but if same thing innovative is done, people will get more craze for that.

This project is intended for a wide audience. It will be useful to not only the students of management, marketing management and consumer behavior, but also to the people in any other field and management practitioners who want to understand and enrich their understanding of consumer trends & effectively manage their sales.

PRANNOY RAJ

Table of Contents
S.No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 Contents Executive Summary Introduction about Coca Cola Mission, Vision & Values Coca Cola in India Organizational Structure of Coca Cola How HCCBPL, Patna works Product Profile Competitors Profile Review of Literature Objective of Study SWOT Analysis Research Methodology Analysis & Interpretations Limitations Findings Conclusions Recommendations ( a food of thought for the organization) 18 19 Bibliography Annexure 98 99-103 Page no. 9-10 11-19 20-23 24-26 27 28-29 30-41 42-45 46-51 52-53 54-55 56-60 61-92 93 94-95 96 97

Executive Summary
This project titled An Assessment of competitiveness of Coca Cola in soft drink Industry in India- A study in Patna has been carried out with the permission of Hindustan Coca Cola Beverages Pvt. Ltd., Patna. The Project has been carried out in Patna. The Project has been carried out with intent to determine the position of Coca Cola in India. Coca-Cola was first introduced by Dr. John Stith Pemberton, a pharmacist, in the year 1886 in Atlanta, Georgia when he concocted caramel-colored syrup in a three-legged brass kettle in his backyard. He first distributed the product by carrying it in a jug down the street to Jacobs Pharmacy and customers bought the drink for five cents at the soda fountain. Carbonated water was teamed with the new syrup, whether by accident or otherwise, producing a drink that was proclaimed delicious and refreshing, a theme that continues to echo today wherever Coca-Cola is enjoyed. This study has been carried in order to see the competitiveness of Coca Cola on various parameters. The parameters are regarding the facilities provided to outlets, the activations in the outlets, the availability of visi-coolers in the outlets, the satisfaction level of the retailers regarding the handling of faults in coolers, promotional activities and the demand of the ultimate consumers. Activations are the elements which are used for generation of sales. They do not directly generate sales but they create an image in the minds of consumers. These are the merchandise products which the company uses. Activation elements are Flex Board, Glow Shine Board, Bunting, Poster, Racks, umbrella, etc. Visi-coolers are sales generating assets used by the company to the outlets for selling the cold drinks.
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Data in this study has been collected through questionnaire. A total of 200 outlets have been questioned in this study. The sample has been chosen by convenience sampling. All the questions in the questionnaire have been critically analyzed through the help pie charts. At last suggestions have been given to the company.

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CHAPTER -1
INTRODUCTION ABOUT COCA COLA

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Introduction about Coca Cola Atlanta begins

It was 1886, and in New York Harbor, workers were constructing the Statue of Liberty. Eight hundred miles away, another great American symbol was about to be unveiled. Like many people who change history, John Pemberton, an Atlanta pharmacist, was inspired by simple curiosity. One afternoon, he stirred up a fragrant, caramel-colored liquid and, when it was done, he carried it a few doors down to Jacobs' Pharmacy. Here, the mixture was combined with carbonated water and sampled by customers who all agreed -- this new drink was something special. So Jacobs' Pharmacy put it on sale for five cents a glass. Pemberton's bookkeeper, Frank Robinson, named the mixture Coca-Cola, and wrote it out in his distinct script. To this day, Coca-Cola is written the same way. In the first year, Pemberton sold just 9 glasses of Coca-Cola a day. A century later, The Coca-Cola Company has produced more than 10 billion gallons of syrup. Unfortunately for Pemberton, he died in 1888 without realizing the success of the beverage he had created. Over the course of three years, 1888-1891, Atlanta businessman Asa Griggs Candler secured rights to the business for a total of about $2,300. Candler would become the Company's first president, and the first to bring real vision to the business and the brand.
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Beyond Atlanta
Asa G. Candler, a natural born salesman, transformed Coca-Cola from an invention into a business. He knew there were thirsty people out there, and Candler found brilliant and innovative ways to introduce them to this exciting new refreshment. He gave away coupons for complimentary first tastes of Coca-Cola, and outfitted distributing pharmacists with clocks, urns, calendars and apothecary scales bearing the Coca-Cola brand. People saw Coca-Cola everywhere, and the aggressive promotion worked. By 1895, Candler had built syrup plants in Chicago, Dallas and Los Angeles. Inevitably, the soda's popularity led to a demand for it to be enjoyed in new ways. In 1894, a Mississippi businessman named Joseph Biedenharn became the first to put Coca-Cola in bottles. He sent 12 of them to Candler, who responded without enthusiasm. Despite being a brilliant and innovative businessman, he didn't realize then that the future of Coca-Cola would be with portable, bottled beverages customers could take anywhere. He still didn't realize it five years later, when, in 1899, two Chattanooga lawyers, Benjamin F. Thomas and Joseph B. Whitehead, secured exclusive rights from Candler to bottle and sell the beverage -- for the sum of only one dollar.

Safeguarding the brand Imitation may be the sincerest form of flattery, but The Coca-Cola Company was none too pleased about the proliferation of copycat beverages taking advantage of its success. This was a great product, and a great brand. Both needed to be protected. Advertising focused on the

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authenticity of Coca-Cola, urging consumers to "Demand the genuine" and "Accept no substitute."

The Company also decided to create a distinctive bottle shape to assure people they were actually getting a real Coca-Cola. The Root Glass Company of Terre Haute, Indiana, won a contest to design a bottle that could be recognized in the dark. In 1916, they began manufacturing the famous contour bottle. The contour bottle, which remains the signature shape of Coca-Cola today, was chosen for its attractive appearance, original design and the fact that, even in the dark, you could identify the genuine article. As the country roared into the new century, The Coca-Cola Company grew rapidly, moving into Canada, Panama, Cuba, Puerto Rico, France, and other countries and U.S. territories. In 1900, there were two bottlers of Coca-Cola; by 1920, there would be about 1,000.

The wood ruff legacy

Perhaps no person had more impact on The Coca-Cola Company than Robert Woodruff. In 1923, four years after his father Ernest purchased the Company from Asa Candler, Woodruff became the Company president. While Candler had introduced the U.S. to Coca-Cola, Woodruff would spend more than 60 years as Company leader introducing the beverage to the world beyond. Woodruff was a marketing genius who saw opportunities for expansion everywhere. He led the expansion of Coca-Cola overseas and in 1928 introduced Coca-Cola to the Olympic Games for the first time when Coca-Cola traveled with the U.S. team to the 1928 Amsterdam Olympics.

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Woodruff pushed development and distribution of the six-pack, the open top cooler, and many other innovations that made it easier for people to drink Coca-Cola at home or away. This new thinking made Coca-Cola not just a huge success, but a big part of people's lives.

The war and its Legacy

In 1941, America entered World War II. Thousands of men and women were sent overseas. The country, and Coca-Cola, rallied behind them. Woodruff ordered that "every man in uniform gets a bottle of Coca-Cola for 5 cents, wherever he is, and whatever it costs the Company." In 1943, General Dwight D. Eisenhower sent an urgent cablegram to Coca-Cola, requesting shipment of materials for 10 bottling plants. During the war, many people enjoyed their first taste of the beverage, and when peace finally came, the foundations were laid for Coca-Cola to do business overseas. Woodruffs vision that Coca-Cola be placed within "arm's reach of desire," was coming true -- from the mid-1940s until 1960, the number of countries with bottling operations nearly doubled. Post-war America was alive with optimism and prosperity. Coca-Cola was part of a fun, carefree American lifestyle, and the imagery of its advertising -- happy couples at the drive-in, carefree moms driving big yellow convertibles -- reflected the spirit of the times.

A world of customers
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After 70 years of success with one brand, Coca-Cola, the Company decided to expand with new flavors: Fanta, originally developed in the 1940s and introduced in the 1950s; Sprite followed in 1961, with TAB in 1963 and Fresca in 1966. In 1960, The Coca-Cola Company acquired The Minute Maid Company, adding an entirely new line of business -- juices -- to the Company. The Company's presence worldwide was growing rapidly, and year after year, Coca-Cola found a home in more and more places: Cambodia, Montserrat, Paraguay, Macau, Turkey and more. Advertising for Coca-Cola, was always an important and exciting part of its business, really came into its own in the 1970s, and reflected a brand connected with fun, friends and good times. The international appeal of Coca-Cola was embodied by a 1971 commercial, where a group of young people from all over the world gathered on a hilltop in Italy to sing "I'd Like to Buy the World a Coke." In 1978, The Coca-Cola Company was selected as the only Company allowed to sell packaged cold drinks in the People's Republic of China.

Coke and New coke

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The 1980s -- the era of legwarmers, headbands and the fitness craze, and a time of much change and innovation at The Coca-Cola Company. In 1981, Roberto C. Goizueta became chairman of The Board of Directors and CEO of The Coca-Cola Company. Goizueta, who fled Castro's Cuba in 1961, completely overhauled the Company with a strategy he called "intelligent risk taking." Among his bold moves was organizing the numerous U.S. bottling operations into a new public company, Coca-Cola Enterprises Inc. He also led the introduction of diet Coke, the very first extension of the Coca-Cola trademark; within two years, it had become the top low-calorie drink in the world, second in success only to Coca-Cola. One of Goizueta's other initiatives, in 1985, was the release of a new taste for Coca-Cola, the first change in formulation in 99 years. In taste tests, people loved the new formula, commonly called new Coke. In the real world, they had a deep emotional attachment to the original, and they begged and pleaded to get it back. Critics called it the biggest marketing blunder ever. But the Company listened, and the original formula was returned to the market as Coca-Cola classic, and the product began to increase its lead over the competition -- a lead that continues to this day.

New Markets and Brands

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The 1990s were a time of continued growth for The Coca-Cola Company. The Company's long association with sports was strengthened during this decade, with ongoing support of the Olympic Games, FIFA World Cup football (soccer), Rugby World Cup and the National Basketball Association. Coca-Cola classic became the Official Soft Drink of NASCAR racing, connecting the brand with one of the world's fastest growing and most popular spectator sports. And 1993 saw the introduction of the popular "Always Coca-Cola" advertising campaign, and the world met the lovable Coca-Cola Polar Bear for the first time. New markets opened up as Coca-Cola products were sold in East Germany in 1990 and returned to India in 1993. New beverages joined the Company's line-up, including Powerade sports drink, Qoo children's fruit drink and Dasani bottled water. The Company's family of brands further expanded through acquisitions, including Limca, Maaza and Thums Up in India, Barq's root beer in the U.S., Inca Kola in Peru, and Cadbury Schweppes' beverage brands in more than 120 countries around the world. By 1997, the Company already sold 1 billion servings of its products every day, yet knew that opportunity for growth was still around every corner.

Coca Cola Now

In 1886, Coca-Cola brought refreshment to patrons of a small Atlanta pharmacy. Now well into its second century, the Company's goal is to provide magic every time someone drinks one of
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its more than 500 brands. Coca-Cola has fans from Boston to Budapest to Bahrain, drinking brands such as Ambasa, Vegitabeta and Frescolita. In the remotest corners of the globe, you can still find Coca-Cola. Coca-Cola is committed to local markets, paying attention to what people from different cultures and backgrounds like to drink, and where and how they want to drink it. With its bottling partners, the Company reaches out to the local communities it serves, believing that Coca-Cola exists to benefit and refresh everyone it touches. From the early beginnings when just nine drinks a day were served, Coca-Cola has grown to the worlds most ubiquitous brand, with more than 1.7 billion beverage servings sold each day. When people choose to reach for one of The Coca-Cola Company brands, the Company wants that choice to be exciting and satisfying, every single time.

Mission, Vision & Values

The world is changing all around us. To continue to thrive as a business over the next ten years and beyond, we must look ahead, understand the trends and forces that will shape our business in the future and move swiftly to prepare for what's to come. We must get ready for
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tomorrow today. That's what our 2020 Vision is all about. It creates a long-term destination for our business and provides us with a "Roadmap" for winning together with our bottling partners.

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

To refresh the world... To inspire moments of optimism and happiness... To create value and make a difference.

Vision
vision serves as the framework for their Roadmap and guides every aspect of business by describing what they need to accomplish in order to continue achieving sustainable, quality growth.

People: Be a great place to work where people are inspired to be the best they can be. Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs.

Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value.

Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities.

Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities.

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Productivity: Be a highly effective, lean and fast-moving organization.

Winning Culture
Their Winning Culture defines the attitudes and behaviors that will be required of us to make their 2020 Vision a reality.

Live Our Values

Their values serve as a compass for our actions and describe how we behave in the world.

Leadership: The courage to shape a better future Collaboration: Leverage collective genius Integrity: Be real Accountability: If it is to be, it's up to me Passion: Committed in heart and mind Diversity: As inclusive as our brands Quality: What we do, we do well

Focus on the Market

Focus on needs of our consumers, customers and franchise partners

Get out into the market and listen, observe and learn Possess a world view

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Focus on execution in the marketplace every day Be insatiably curious

Work Smart
Act with urgency

Remain responsive to change Have the courage to change course when needed Remain constructively discontent Work efficiently

Act Like Owners

Be accountable for our actions and inactions

Steward system assets and focus on building value Reward our people for taking risks and finding better ways to solve problems Learn from our outcomes -- what worked and what didnt

Be the Brand
Inspire creativity, passion, optimism and fun.

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CHAPTER-2
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Coca Cola in India

Coca Cola in India

Coca-Cola, the corporation nourishing the global community with the worlds largest selling soft drink concentrates since 1886, returned to India in 1993 after a 16 year hiatus, giving a new thumbs up to the Indian soft drink market. In the same year, the Company took over ownership of the nations top soft-drink brand and bottling network. Its no wonder Coca cola brands have assumed an iconic standards in the minds of world customers.

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A Healthy Growth to The Indian Economy

Ever since, Coca-Cola India has made significant investments to build and continually consolidate its business in the country, including new production facilities, waste water treatment plants, distribution systems, and marketing channels. Coca-Cola India is among the countrys top international investors, having invested more than US$ 1 billion in India in the first decade, and further pledged another US$100 million in 2003 for its operations.

A Pure Commitment to The Indian Economy

The Company has shaken up the Indian carbonated drinks market greatly, giving consumers the pleasure of world-class drinks to fill up their hydration, refreshment, and nutrition needs. It has also been instrumental in giving an exponential growth to the countrys job listings.

Creating Enormous Job Opportunities

With virtually all the goods and services required to produce and market Coca-Cola being made in India, the business system of the Company directly employs approximately 6,000 people, and indirectly creates employment for more than 125,000 people in related industries through its vast procurement, supply, and distribution system. The Indian operations comprises of 50 bottling operations, 25 owned by the Company, with another 25 being owned by franchisees. That apart, a network of 21 contract packers manufacture a range of products for the Company. On the
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distribution front, 10-tonne trucks open bay three-wheelers that can navigate the narrow alleyways of Indian cities constantly keep the brands available in every nook and corner of the countrys remotest areas. These are only some of the facts that speak about the Coca Colas commitment to the growth of the Indian Economy.

Organizational Structure of Coca Cola

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Note- Here Marketing Manager is also known as channel manager.

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How HCCBPL, Patna works

The HCCBPL, Patna works on the principle of RED ( Right Execution Daily). Right execution daily is a sales tool of the company. Through Right execution daily the company tries to increase their sales with the help of three elements. Visi Cooler Availability Activation

The Market Developers (MD) visits their allotted outlets and executes on these three elements. In Patna the visi coolers is looked after by the SGA (Sales Generating assets) Department. The availability of the products is looked by the MD visiting the outlets and the activation is looked after by the Marketing department. The Coolers are provided to the outlet as per their requirement to sell the products of Coca cola when they show their sales for a certain period of time. The cooler sizes are as follows:1) 2VC 2) 4VC 3) 7VC 4) 9VC 5) 11VC 6) 15VC
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7) 20 VC 8) 30VC Activation is seen by the marketing department. Activation means putting up of merchandise products which help in the generation of sales for the company. These products do not directly increase the sale but help in sales generation by creating an aura among the consumer and by motivating the outlet owners. The different types of activation element used are :1) Flex Board 2) Glow shine board 3) Painting 4) Racks 5) Bunting 6) Posters 7) Price Communications 8) Umbrella 9) Non lit flange, etc.

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CHAPTER-3

PRODUCt profile

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Product Profile
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 product or new ways to bottle or pack the existing drinks. The coca cola offers a wide range of products out of which the following products are marketed by HCCBPL: In the Cola section:

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In the Lemon section:

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In the Orange section:

In the Mango section:

In the Juice section:

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In the Apple section:

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In the soda water and Mineral water section:

Brand Taglines: Thums up Taste the Thunder Coca Cola Open Happiness, Thanda matlab Coca Cola Sprite Seedhi baat no bakwas, clear hai Limca Fresh ho jao, mazza taazgi ka Fanta(Apple) Go bite Maaza Bina guthli wala aam

Brand Ambassdors
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Thums up Akshay Kumar Coca cola Aamir khan, Imran Khan Sprite Shahrukh khan Fanta Genelia Dsouza Limca Riya sen MMPO- Nikhil Chinnappa

Brief Profile
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Diet Coke Diet coke was born in 1982 and quickly became no.1 sugar free drink in diet conscious America. Known as Diet Coke in the U.S., Canada, Australia and Great Britain, and as the coca cola light in other countries, it is now the no. 3 soft drink in the world. It is the drink for the people who want no calories, but plenty of taste. Ad campaigns around the world for Diet Coke share a playful, sophisticated and fun loving attitude.

Coca cola This is the worlds favorite drink, the worlds most valuable brand. The most recognizable word we come across after ok. Coca cola returned to India in 1993 and over the years it has captured the imagination of the nation, building strong associations with cricket, the thriving cinema industry, music etc. Coca cola has been strongly associated with cricket, sponsoring the world cup 1996 and various other tournaments. Thums up Thums up is a leading carbonated soft drink and most trusted brand in India. Originally introduced in 1977 by Gold sports, it was acquired by Coca Cola company in 1993. Thums up is known for its strong, fizzy taste and its confident, mature and unique masculine attitude. This brand seeks to separate men from boys. In Patna Thums up is also the LEAD Cola as it has the highest demand among the cola section.

Sprite
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Worldwide Sprite is ranked as no. 4 soft drink & is sold in more than 190 countries. In India it was launched in 1999 & today it is known to be one of the fastest growing soft drink, leading the clear lime category. Today Sprite is perceived as a youth icon. Sprite has a straight forward and honest attitude. Limca Lime

n lemony Limca, the drink that can cast a tangy refreshing spell on anyone, anywhere. Born in 1971, Limca has been the original thirst choice, of millions of consumers over 4 decades. The brand has been displaying healthy volume growth year on year and Limca continues to be the leading flavors of soft drink in the country. Maaza Maaza was launched in 1976. Here was a drink that offered the same real taste of fruit juices and was available throughout the year. In 1993 it was acquired by coca cola in India. Maaza currently dominates the fruit drink category. Over the years brand Maaza has been synonyms with mango. This has been the result of such successful campaigns like Taaza mango maaza mango and Botal me aam, Maaza hai naam. Consumers regard Maaza as wholesome natural, fun drink which delivers the real experience of fruit.

Fanta

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Internationally, Fanta- The Orange drink of the coca cola company, is seen as one of the favorite drink since 1940s. Fanta entered the Indian market in the year 1993. Over the years Fanta has occupied a strong market place and is identified as The fun catalyst. Perceived as fun youth brand, Fanta stands for its vibrant color, tempting taste and tingling bubbles that not just uplifts feeling but also helps free spirit thus encouraging one to indulge in the moment. This positive imagery is associated with happy, cheerful and special times with friends.

Kinley Water Kinley water understands the value of Water- the life giving force. Kinley water thus promises water that is as pure as it is meant to be. The Water you can trust to be truly safe and pure. Kinely water comes with the assurance of safety from the coca cola company.

Minute Maid Pulpy Orange Orange juice with real orange pulp with this slogan, Coca Cola launched its Minute maid brand of orange juice for the first time in the country at Hyderabad. Though Coca Cola India had in its portfolio the highly successful Maaza brand in the juices segment( which it got from the chouhans), this was the first time company introduced some of the products from its minute maid portfolio. The roll out of the naturally refreshing orange beverage with real pulp was designed to extend the companys market leadrership in the juice segment.

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Minute Maid Nimbu Fresh Riding on the success of MMPO, coca cola in India launched its latest product variant under the Minute Maid brand Umbrella. The new Minute Maid Nimbu Fresh is a lemon juice- based drink with no added preservative or added color, developed for Indian market. The Lemon flavored drink is maid out of fresh lemon juice concentrate, emulating home maid Nimbu-Pani and carries the tagline: Bilkul ghar jaisa.

Product sizes

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Variant Coca Cola Thums up Maaza Limca Diet Coke Fanta Sprite MMPO MMNF Kinley Water Kinley Soda

200ml Y

250ml N

300ml Y

330ml Y

500ml Y

600ml Y

1L N

1.25L Y

1.5L N

2L Y

N Y N

Y N N

N Y N

N Y Y

Y N N

N Y N

1.2L N N

N Y N

N N N

N Y N

Y Y Y Y N

N N N N N

Y Y N N N

Y Y N N N

N N 400ml 400ml Y

N Y N N N

N N Y N Y

Y Y N N N

N N N N N

Y Y N N N

Various Can (300 ml) Thums up, Coke, Diet Coke, Fanta, Sprite Tetra Packs(200 ml) Maaza, MMNF, MMPO

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CHAPTER-4
COMPETITORS PROFILE

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Competitors Profile
PEPSI INTERNATIONAL

PepsiCo is a world leader in convenient foods and beverages, with revenues of about $27 billion and over 143,000 employees. The company consists of the snack businesses of Frito-Lay North America and Frito-Lay International; the beverage businesses of Pepsi-Cola North America, Gatorade/Tropicana North America and PepsiCo Beverages International; and Quaker Foods North America, manufacturer and marketer of ready-to-eat cereals and other food products. PepsiCo brands are available in nearly 200 countries and territories. Many of PepsiCo's brand names are over 100-years-old, but the corporation is relatively young. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company, including Gatorade, in 2001.would entertain the listener with the latest musical selections rendered by violin or piano or both. The new name, Pepsi Cola, is derived from the two of the principle ingredients, Pepsin and Kola Nuts. It was first used on the August 28. At that time, Bradhams advertising praises his drink as Exhilarating, invigorating, aids digestion.

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1990-2002 The advertisement of the Pepsi changes to, You got the right one baby, Uh-Huh!.With the extensive usage of the stars in the adds, the popularity of Pepsi increase. In 1992 Pepsi-Cola formed a partnership with Thomas J. Lipton Co. Today Lipton is the biggest selling ready-to-drink tea brand in the United States. Outside the United States, Pepsi-Cola Company's soft drink operations include the business of Seven-Up International. Pepsi-Cola beverages are available in more than 190 countries and territories. In Asia, they selected Lahore to make their regional office. This was done in 1970. This regional office is monitoring all the operations carried out in South West Asia. As in Pakistan, they only entered beverage industry. They have eleven bottlers covering whole Pakistan. The plant operating here is Riaz Bottlers (Pvt) LTD. This plant was established at Lahore in 1974. The total capacity of the plant is 30,000 cases per day. They have four filling lines in the plant operating on the three shift bases. Each shift is of eight hours. They have permanent work force of 750 people and they employee approximately 1000 people more on temporary basis during summer season. Pepsis Products Pepsi Teem Mirinda

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Pepsi Max Pepsi Lemon Pepsi Blue Mountain Dew 7up

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Review of Literature Five Competitive Forces for Coca-Cola Company

The soft drink industry is very competitive for all corporations involved, with the greatest competition being that from rival sellers within the industry. All soft drink companies have to think about the pressures that are there from rival sellers within the industry, new entrants to the industry, substitute products, suppliers, and buyers.

Competitive Rivalry The competitive pressure from rival sellers is the greatest competition that Coca-Cola faces in the soft drink industry. Coca-Cola, Pepsi Co., and Cadbury Schweppes are the largest competitors in this industry, and they are all globally established which creates a great amount of competition. Though Coca-Cola owns four of the top five soft drink brands (Coca-Cola, Diet Coke, Fanta, and Sprite), it had lower sales in 2005 than did PepsiCo. However, Coca-Cola has higher sales in the global market than PepsiCo. In 2004, PepsiCo dominated North America with sales of $22 billion, whereas Coca-Cola only had about $6.6 billion, with more of their sales coming from overseas, PepsiCo is the main competitor for Coca-Cola and these two brands have been in a power struggle for years. Brand name loyalty is another competitive pressure. The Brand Keys Customer Loyalty Leaders Survey (2004) shows the brands with the greatest customer loyalty in all industries. Diet Pepsi ranked 17th and Diet Coke ranked 3s 6th as having the most loyal customers to their brands. The new competition between rival sellers is to create new varieties of soft drinks, such as vanilla and cherry, in order to keep increasing sales and enticing new customers.
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Threat of new Entrants New entrants are not a strong competitive pressure for the soft drink industry. Coca-Cola and Pepsi Co dominate the industry with their strong brand name and great distribution channels. In addition, the soft-drink industry is fully saturated and growth is small. This makes it very difficult for new, unknown entrants to start competing against the existing firms. Another barrier to entry is the high fixed costs for warehouses, trucks, and labor, and economies of scale. New entrants cannot compete in price without economies of scale. These high capital requirements and market saturation make it extremely difficult for companies to enter the soft drink industry; therefore new entrants are not a strong competitive force.

Threat of Substitute products Substitute products are those competitors that are not in the soft drink industry. Such substitutes for Coca-Cola products are bottled water, sports drinks, coffee, and tea. Bottled water and sports drinks are increasingly popular with the trend to be a more health conscious consumer. There are progressively more varieties in the water and sports drinks that appeal to different consumers tastes, but also appear healthier than soft drinks. In addition, coffee and tea are competitive substitutes because they provide caffeine. The consumers who purchase a lot of soft drinks may substitute coffee if they want to keep the caffeine and lose the sugar and carbonation. Specialty blend coffees are also becoming more popular with the increasing number of Starbucks stores that offer many different flavors to appeal to all consumer markets.

It is also very cheap for consumers to switch to these substitutes making the threat of substitute
47

products very strong.

Bargaining power of Suppliers Suppliers for the soft drink industry do not hold much competitive pressure. Suppliers to Coca-Cola are bottling equipment manufacturers and secondary packaging suppliers. Although Coca-Cola does not do any bottling, the company owns about 36% of Coca-Cola Enterprises which is the largest Coke bottler in the world. Since Coca-Cola owns the majority of the bottler, that particular supplier does not hold much bargaining power. In terms of equipment manufacturers, the suppliers are generally providing the same products. The number of equipment suppliers is not in short supply, so it is fairly easy for a company to switch suppliers. This takes away much of suppliers bargaining power.

Bargaining power of Buyers The buyers of the Coca-Cola and other soft drinks are mainly large grocers, discount stores, and restaurants. The soft drink companies distribute the beverages to these stores, for resale to the consumer. The bargaining power of the buyers is very evident and strong. Large grocers and discount stores buy large volumes of the soft drinks, allowing them to buy at lower prices. Restaurants have less bargaining power because they do not order a large volume. However, with the number of people are drinking less soft drinks, the bargaining power of buyers could start increasing due to decreasing buyer demand . Porters Five Forces Model identifies the five forces of competition for any company. The recognition of the strength of these

48

forces helps to see where Coca-Cola stands in the industry. Of the five forces, rivalry within the soft drink industry, especially from PepsiCo, is the greatest source of competition for Coca-Cola.

COMPETITION

49

This Company competes in the nonalcoholic beverages segment of the commercial beverages industry. The nonalcoholic beverages segment of the commercial beverages industry is highly competitive, consisting of numerous companies. These include companies that, like this Company, compete in multiple geographic areas, as well as firms that are primarily regional or local in operation. Competitive products include numerous nonalcoholic sparkling beverages; various water products, including packaged, flavored and enhanced waters; juices and nectars; fruit drinks and dilutables (including syrups and powdered drinks); coffee and tea; energy and sports and other performance-enhancing drinks; dairy-based drinks; functional beverages; and various other nonalcoholic beverages. These competitive beverages are sold to consumers in both ready-to-drink and other than ready-to-drink form. In many of the countries in which they do business, including the United States, PepsiCo, Inc., is one of their primary competitors. Other significant competitors include, but are not limited to Nestle, Dr Pepper Snapple Group, Inc., Groupe Danone, Kraft Foods Inc. and Unilever. In certain markets, their competition includes beer companies. We also compete against numerous regional and local companies and, in some markets, against retailers that have developed their own store or private label beverage brands. Competitive factors impacting their business include, but are not limited to, pricing, advertising, sales promotion programs, product innovation, increased efficiency in production techniques, the introduction of new packaging, new vending and dispensing equipment, and brand and trademark development and protection. Their competitive strengths include leading brands with a high level of consumer acceptance; a worldwide network of bottlers and distributors of Company products; sophisticated marketing capabilities; and a talented group of dedicated associates.

50

There competitive challenges include strong competition in all geographic regions and, in many countries, a concentrated retail sector with powerful buyers able to freely choose among Company products, products of competitive beverage suppliers and individual retailers own store or private label beverage brands.

CHAPTER-5
51

OBJECTIV E

Objective of Study
1) To determine which company has the bigger share in Market. 52

2) To know the price competitiveness of coca-cola. 3) To determine the company which gives better facilities. 4) To determine which companys outlet are more activated 5) To know the retailers satisfaction with services of coca cola regarding coolers. 6) To determine the perception of retailers regarding the promotional schemes. 7) To determine the most demanded soft drinks in the market.

COCA-COLA SWOT ANALYSIS

SWOT is an acronym for the internal Strengths and Weaknesses of a firm and the environmental Opportunities and Threats facing that firm. SWOT analysis is a widely used

53

technique through which managers create a quick overview of a companys strategic situation. The technique is based on the assumption that an effective strategy derives from a sound fit between a firms internal resources (strengths and weaknesses) and its external situation (opportunities and threats). A good fit maximizes a firms strengths and opportunities and minimizes its weaknesses and threats. Accurately applied, this simple assumption has powerful implications for the design of a successful strategy.

Coca-Cola
The Coca-Cola Company (TCCC) is a leading manufacturer, distributor and marketer of non-alcoholic beverage concentrates and syrups, in the US. TCCC has a strong brand name and brand portfolio. Business-Week and Interbrand, a branding consultancy, recognized Coca Cola as the number one brand in their top 100 global brands ranking in 2007. The Business WeekInterbrand valued Coca Cola brand at $65,324 million in 2007. TCCC ranks well ahead of its close competitor, Pepsi, which was ranked 22 with a brand value of $12,888 million. The company's strong brand value facilitates customer recall and allows Coca-Cola to penetrate markets. However, the company is threatened by intense competition, which could have an adverse impact on the company's market share.

Strengths, Weaknesses, Opportunities and Threats (SWOT) Location of Factor

TYPE OF FACTOR Favorable Unfavorable

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Internal

Strengths 1 Worlds leading brand 2 Large scale of operations 3 Strong revenue growth

Weaknesses 1 Sluggish performance in North America

External

Opportunities 1 Growing bottled water market 2 Growing Hispanic population in the US 3 Acquisitions

Threats 1 Intense competition 2 Dependence on bottling partners 3 Sluggish growth of carbonated

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RESEARCH METHODOLOG Y

56

RESEARCH METHODOLOGY
MEANING OF RESEARCH: Research in common language refers to search for knowledge. One can also define

research as a scientific and systematic search for pertinent information on a specific topic. In fact, research is an art of scientific investigation. Redman and Mory define research as a Systematized effort to gain knowledge. The advance Learners Dictionary of current English lays down the meaning of research as A careful investigation or inquiry especially through search for new facts in any branch of knowledge. Research is an academic activity and as such the term should used in a technical sense. According to Clifford Woody research comprises defining and redefining problems, formulating hypothesis or suggested solutions; collecting, organizing and evaluating data; making deductions and reaching conclusions; and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis. In short, the search for knowledge through objectives and systematic method of finding solution to a problem is search.

Significance of Research

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All progress is born from enquiry. Research includes scientific and inductive thinking and it promotes the development of logical habit of thinking. The role of research in several fields of applied economics, whether related to business or to economy as a whole, has greatly influenced in modern times. The increasing complex nature of business and government has focused attention on the use of research in solving problems. CYCLE OF RESEARCH Defining Research Problem

Review Concepts and theories

Formulate Hypothesis

Research Design

Collection of Data

Analysis of Data

Interpretation and Report

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Research DesignResearch design is a comprehensive plan of the sequence of operations that a researcher intends to carry out to achieve the objectives of a research study. It provides conceptual structure or blueprint for the conduct of research study. It could also be considered a planned sequence of the entire process involved in conducting a research. This research is an exploratory research as all data have been analyzed with the help of pie charts.

Collection of Data
The data collected was primary in nature as no data was provided by the company. Mainly responses of retailers were taken on questionnaire prepared.

Areas in which response of retailers were taken

Patna.

Sampling used
The sampling used was Convenience sampling. Convenience sampling is used in exploratory research where the researcher is interested in getting an in expensive approximation of the truth. As the name implies, the sample is selected because they are convenient. This non probability method is often used during preliminary research efforts to get a gross estimate of the results, without incurring the cost or time required to select a random sample.
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Sample size
The number of outlets where responses were taken on questionnaire was 200.

Analysis & Interpretations

Q.1 Which Company of soft drinks do you deal with?

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No. Of Exclusive Coke Outlets No. Of Exclusive Pepsi Outlets No. of combined Outlets Total

139 34 27 200

Interpretation:
1. Coca cola exclusive outlets have majority of the market share i.e. 69%

2. Pepsi exclusive outlets have a meager share of 17%

3. There are 14% mixed outlets out of total outlets which deal with both the

companies.

Q.2. Which Company provides you better facilities?

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No. of Outlets which think Coke provides better facilities No. of Outlets which think Pepsi provides better facilities Total

145 55 200

Interpretation: 1) Out of 200 outlets 145 think that coca cola provides better service. 2) Out of 200 outlets 55 think that Pepsi provides better service.

Note: In the data it was also found that

No. of Exclusive Coke outlets who think 62 0

Pepsi provides better facilities No. of Exclusive Pepsi outlets who think Coke provides better facilities

Total No. of Mixed outlets were 27

No. of mixed outlets who think Coke provides better facilities No. of mixed outlets who think Pepsi provides better facilities

5 22

Interpretations1 )Out of 27 mixed outlets coke gives better facilities on 5 outlets which is 19% of 27 outlets. 2 )Out of 27 mixed outlets coke gives better facilities on 22 outlets which is 81% of 27 outlets. Q.3. How many carats of Coke and Pepsi do you sell per day? a) Coke

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No. of Exclusive Coke Outlets Who sell 02 carats per day No. of Exclusive Coke Outlets Who sell 34 carats per day No. of Exclusive Coke Outlets Who sell 56 carats per day No. of Exclusive Coke Outlets Who sell >6 carats per day Total no. of exclusive Coke outlets

35 88 8 8 139

Interpretations: 1) There are such 35 exclusive coke outlets which sell 0-2 carats per day. 2) There are such 88 exclusive coke outlets which sell 0-2 carats per day. 3) There are such 8 exclusive coke outlets which sell 0-2 carats per day. 4) There are such 8 exclusive coke outlets which sell 0-2 carats per day.

b) Pepsi
No. of Exclusive Pepsi Outlets Who sell 064 9

2 carats per day No. of Exclusive Pepsi Outlets Who sell 34 carats per day No. of Exclusive Pepsi Outlets Who sell 56 carats per day No. of Exclusive Pepsi Outlets Who sell >6 carats per day Total no. of exclusive Pepsi outlets

13 8 4 34

Interpretations: 1) There are such 9 exclusive Pepsi outlets which sell 0-2 carats per day. 2) There are such 13 exclusive Pepsi outlets which sell 3-4 carats per day. 3) There are such 8 exclusive Pepsi outlets which sell 5-6 carats per day. 4) There are such 4 exclusive Pepsi outlets which sell >6 carats per day.

c) .Mixed outlets
No. of mixed outlets which sell coke 0-2 carats per day 65

22

No. of mixed outlets which sell coke 3-4 carats per day No. of mixed outlets which sell coke 5-6 carats per day No. of mixed outlets which sell coke >6 carats per day Total

4 1 0 27

Interpretations: 1) There are such 22 mixed outlets which sell coke 0-2 carats per day. 2) There are such 4 mixed outlets which sell coke 3-4 carats per day. 3) There is such 1 mixed outlet which sell coke 5-6 carats per day. 4) There are such 0 mixed outlets which sell coke >6 carats per day.

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No. of mixed outlets which sell Pepsi 0-2 carats per day No. of mixed outlets which sell Pepsi 3-4 carats per day No. of mixed outlets which sell Pepsi 5-6 carats per day No. of mixed outlets which sell Pepsi >6 carats per day Total

24 3 0 0 27

Interpretations: 1) There are such 24 mixed outlets which sell Pepsi 0-2 carats per day. 2) There are such 3 mixed outlets which sell Pepsi 0-2 carats per day. 3) There are such 0 mixed outlet which sell Pepsi 0-2 carats per day.

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4) There are such 0 mixed outlets which sell Pepsi 0-2 carats per day.

Q.4. Which Companys activation do you have in your Outlet? a)

Total no of activated outlets 141

No. of exclusive coke outlets which are activated

No. of Exclusive Pepsi outlets which are activated Total no. of mixed outlets which are activated

109

16 16

Interpretations:
1) Out of the total 141 outlets which are activated 109 outlets are exclusive Coke outlets. 68

2) Out of the total 141 outlets which are activated 16 outlets are exclusive Pepsi outlets. 3) Out of the total 141 outlets which are activated 16 outlets are mixed.

b)
No. of Exclusive coke outlets which are activated No. of Exclusive coke outlets which have no activation

109 30

Interpretations: 1) Out of 139 exclusive coke outlets 109 are activated.

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c)
No. of Exclusive Pepsi outlets which are activated No. of Exclusive Pepsi outlets which have no activation

16 18

Interpretation: 1) Out of 34 exclusive Pepsi outlets only 16 are activated

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d)
No. of Mixed outlets which have both activation No. of Mixed outlets which have no activation

16 11

Interpretation: 1) Out of 27 mixed outlets only 16 are activated by either Pepsi or Coca Cola or both.

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Q.5. Which type of activation do you have in your outlet? Coke

FB GSB Painting Rack Others None Total 53 2 3 2 49 30 139

Interpretations: 1) Out of 139 exclusive coke outlets 53 have flex board as activation in their outlet. 2) Out of 139 exclusive coke outlets 2 have glow shine board as activation in their outlet. 3) Out of 139 exclusive coke outlets 3 have painting as activation in their outlet. 4) Out of 139 exclusive coke outlets 2 have racks as activation in their outlet.
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5) Out of 139 exclusive coke outlets 49 have others( Bunting, posters, table top) as activation in their outlet. 6) Out of 139 exclusive coke outlets 30 are not activated. Pepsi
FB GSB Painting Rack Others None Total 5 2 0 2 7 18 34

Interpretations: 1) Out of 34 exclusive Pepsi outlets 5 have flex board as activation in their outlet. 2) Out of 139 exclusive Pepsi outlets 2 have glow shine board as activation in their outlet. 3) Out of 139 exclusive Pepsi outlets 0 have painting as activation in their outlet. 4) Out of 139 exclusive Pepsi outlets 2 have racks as activation in their outlet.
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5) Out of 139 exclusive Pepsi outlets 7 have others( Bunting, posters, table top) as activation in their outlet. 6) Out of 34 exclusive Pepsi outlets 18 are not activated. Mixed outlets where coke has
FB GSB Painting Rack Others None 2 0 1 0 0 0

Interpretation: 1) In the mixed outlets coke just has 2 outlets where it has flex boards and 1 outlet where it has painting.

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Mixed outlets where Pepsi has

FB GSB Painting Rack Others None 6 1 0 0 4 0

Interpretation: Pepsi has 6 FB, 1GSB and 4 other activations in the mixed outlets.

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Q.6. Which Companys Visi-Cooler do you have in your outlet? a) Total outlets with coolers of coke, pepsi or both
Exclusive coke outlets with cooler Exclusive Pepsi outlets with cooler

154
118 27

Mixed outlets with cooler

Exclusive coke outlets with cooler Exclusive coke outlets with own cooler

118 21

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Interpretation:
1) Out of 139 exclusive coke outlets there are 118 outlets which have cooler of any type. 2) Out of 139 exclusive coke outlets there are 21 outlets which have no cooler.

b)
Exclusive Pepsi outlets with cooler Exclusive Pepsi outlets with own cooler Exclusive Pepsi outlets with both cooler 27 6 1

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Interpretation:
1) Out of 34 exclusive Pepsi outlets there are 27 outlets which have cooler of any type. 2) Out of 34 exclusive coke outlets there are 6 outlets which have no cooler.

3) There is one outlet which has both the cooler but it does not deal with coke so it is exclusive Pepsi store.

Q.7. What is the size of your Visi-Cooler? a)

Exclusive coke outlets with cooler 2vc 4vc 7vc 78 118 1 7 44

9vc 11vc 15vc 20vc 30vc

51 2 4 6 3

Interpretations 1) Out of 118 exclusive coke outlets which have coolers 1 outlet has 2vc cooler. 2) Out of 118 exclusive coke outlets which have coolers 7 outlets have 4vc cooler. 3) Out of 118 exclusive coke outlets which have coolers 44 outlets have 7vc cooler. 4) Out of 118 exclusive coke outlets which have coolers 51 outlets have 9vc cooler. 5) Out of 118 exclusive coke outlets which have coolers 2 outlets have 11vc cooler. 6) Out of 118 exclusive coke outlets which have coolers 4 outlets have 15vc cooler. 7) Out of 118 exclusive coke outlets which have coolers 6 outlets have 20vc cooler. 8) Out of 118 exclusive coke outlets which have coolers 3 outlets have 30vc cooler. b)
Exclusive Pepsi outlets with cooler 2vc 79

4vc 7vc 9vc 11vc 15vc 20vc 30vc

0 14 6 6 1 0 0

Interpretations 1) Out of 27 exclusive Pepsi outlets which have cooler 0 outlets have 2vc cooler. 2) Out of 27 exclusive Pepsi outlets which have cooler 0 outlets have 4vc cooler. 3) Out of 27 exclusive Pepsi outlets which have cooler 14 outlets have 7vc cooler. 4) Out of 27 exclusive Pepsi outlets which have cooler 6 outlets have 9vc cooler. 5) Out of 27 exclusive Pepsi outlets which have cooler 6 outlets have 11vc cooler. 6) Out of 27 exclusive Pepsi outlets which have cooler 1 outlets have 15vc cooler. 7) Out of 27 exclusive Pepsi outlets which have cooler 0 outlets have 20vc cooler. 8) Out of 27 exclusive Pepsi outlets which have cooler 0 outlets have 30vc cooler.
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Q.8. Are you satisfied with the services regarding the handling of faults in your cooler? a)
Exclusive coke outlets with cooler Satisfied with service in cooler Not Satisfied with service in cooler 118 115 3

81

Interpretation: 1) Out of 118 exclusive coke outlets 115 outlets are satisfied with the service regarding coolers 2) Out of 118 exclusive coke outlets 3 outlets are not satisfied with the service regarding coolers

b)
Exclusive Pepsi outlets with cooler Satisfied with service in cooler Not Satisfied with service in cooler Mixed outlets with cooler Satisfied with service in cooler 82 34 34 0 10 9

Not Satisfied with service in cooler

Interpretation All the exclusive Pepsi outlets which have coolers are satisfied with the services regarding their coolers.

Q.9. Which types of promotional activities do you like the most? a)

Exclusive coke outlets Free Bottling scheme Under the crown Discount QPS Display scheme 83 139 33 19 50 17 20

Interpretations: 1) Out of 139 exclusive coke outlets 33 outlets like free bottling scheme. 2) Out of 139 exclusive coke outlets 19 outlets like Under the crown scheme. 3) Out of 139 exclusive coke outlets 50 outlets like Discount scheme. 4) Out of 139 exclusive coke outlets 17 outlets like Quantity purchase scheme. 5) Out of 139 exclusive coke outlets 20 outlets like free Display scheme. b)
Exclusive Pepsi outlets Free Bottling scheme Under the crown Discount QPS Display scheme 34 13 4 8 8 1

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Interpretations: 1) Out of 34 exclusive Pepsi outlets 13 outlets like free bottling scheme. 2) Out of 34 exclusive Pepsi outlets 4 outlets like Under the crown scheme. 3) Out of 34 exclusive Pepsi outlets 8 outlets like Discount scheme. 4) Out of 34 exclusive Pepsi outlets 8 outlets like Quantity purchase scheme. 5) Out of 34 exclusive Pepsi outlets 1 outlets like free Display scheme.

c) Mixed Outlets
Mixed outlets Free Bottling scheme Under the crown Discount QPS Display scheme

11 2 10 1 3

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Interpretations: 1) Out of 27 mixed outlets 11 outlets like free bottling scheme. 2) Out of 27 mixed outlets 2 outlets like Under the crown scheme. 3) Out of 27 mixed outlets 10 outlets like Discount scheme. 4) Out of 27 mixed outlets 1 outlet like Quantity purchase scheme. 5) Out of 27 mixed outlets 3 outlets like free Display scheme.

Q.10. Which Company provides more promotional offer? a)

Coke Pepsi 115 85

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Interpretation:
1) Out of 200 outlets 115 outlets think that Coke does more promotions.

2) Out of 200 outlets 85 outlets think that Pepsi does more promotions.

b)
No. Of Exclusive Coke Outlets exclusive coke outlets which think Pepsi does more promotions exclusive coke outlets which think coke does more promotions 139 27 112

87

Interpretation: 1) Out of 139 exclusive coke outlets 112 think that coke does more promotions. 2) Out of 139 exclusive coke outlets 27 think that Pepsi does more promotions.

c)
No. of Mixed Outlets No. of mixed outlet which think coke does more promotions No. of mixed outlet which think Pepsi does more promotions 27 3 24

88

Interpretation: 1) Out of 27 mixed outlets 3 think that coke does more promotion. 2) Out of 27 mixed outlets 24 think that Pepsi does more promotion.

Q. 11. Which Companys soft drinks your customers demand more? a)

Coke Pepsi 174 26

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Interpretation 1) Out of 200 outlets, in 174 outlets more demand is of coke. 2) Out of 200 outlets, in 26 outlets more demand is of Pepsi.

b)
Exclusive Pepsi outlets Exclusive Pepsi outlets where coke is demanded Exclusive Pepsi outlets where Pepsi is demanded 90 34 9 25

Interpretation: 1) 2) Out of 34 exclusive Pepsi outlets, at 9 outlets more is the demand for Coke. Out of 34 exclusive Pepsi outlets, at 25 outlets more is the demand for Pepsi.

c)
Mixed outlets where more demand is of coke Mixed outlets where more demand is of Pepsi

26 1

91

Interpretation 1) Out of 27 mixed outlets at 26 outlets more is the demand of Coke. 2) Out of 27 mixed outlets at 1 outlets more is the demand of Pepsi.

12) Which company adopts the pricing strategy?

Coke Pepsi

128 72

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1) 64% likes the pricing strategies of coke 2) remaining 36% likes pepsi strategy.

Limitations
Every work has certain limitations to it. It is only this limitation which gives a chance for the next researcher to cross this hurdle and proceed the research. The Limitations which I faced during the course of this study were:93

1) It was a study which was conducted in only eight weeks which is indeed a very short time for such an elaborate study. 2) It is only restricted to the Patna west area hence the results cannot be generalized for whole India of which the area covered is not even a percent. 3) The researcher being a student also had financial constraints 4) The sampling done is convenience sampling; hence it may not show the actual market conditions. But maximum care has been taken to avoid this limitation. 5) Cold drink is a seasonal product. Hence its sales may vary depending upon the time.

Findings
1) From the analysis of Question 1, Coca Cola has more than 80% share in the market, as it

has 69% shares through its exclusive outlets. If the mixed outlets are mixed then the share will be more than 80%. The actual figures can be known only when the exact sales of both the companies are given.

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2) Coca cola has more than 80% share in the market i.e. almost 160 outlets and 145 outlets think that Coca Cola provides better facilities. The rest are not satisfied because for such a big organization, it is not possible to keep an eye on the whole market all the times. The outlets which are not satisfied are small outlets. 3) It can be said Coke goes for more activation which is also shown by the tool RED. By the help of activation it is able to generate more sales.
4) Almost 97% of the outlets are satisfied with the services regarding the handling of faults in

the coolers. Only 3% are not satisfied, this may be due to the time taken in the paper work done by the company. 5) Pepsi does more promotions. This is because where Pepsi has only about 20% shares; the 40% of the retailers think that Pepsi does more Promotions. Even 27 out of 139 exclusive coke outlets think the same.

6) Regarding the type of promotional offers: most of the outlets go for either free bottling

scheme or discount. In the survey it was also found that most of the outlets had a notion that Under the crown basically is for the consumers as the retailers do not benefit from it. But some of them thought that this scheme increases their sales as people go for more and more crown and hence consume more. 7) Regarding the Quantity purchase scheme: This scheme was liked by the outlets that had large sale during the day. So, they want to order once in a large quantity and get benefit.

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8) Regarding the customers demand it can be unanimously said that the demand for Coke and its other brands is very high in comparison to any other.

Conclusions
The above major findings leads to conclusion that improvement in consumer satisfaction will lead by the coke brand & to improve in the sales figure. In this competitive era company should look forward towards the consumer satisfaction ultimately the consumer who will get the benefit and that will help the company in increasing its market share in the field of cold drink. On the basis of
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8 weeks training I have found that the world of corporate business has become highly competitive and customer satisfaction is the crux of all business activities that will ultimately help the organization in profit maximization . The entire products which are manufactured is customized product. Right from production , packaging , and advertising customers are given priority .As my study being I had to cover the consumer of Patna. They should start aggressive campaign for marketing to aware the retailer about the various schemes been launched time to time. I have found that consumer will prefer to buy coke product due to high quality of taste which can refresh them and its different products. My experience with coca-cola Patna worthy to a great extent . I have found the privilege to know about the various marketing activities and working culture of company.

Recommendations (A Food of thought for the Company)

1) Coca Cola should try to satisfy all the retailers who are not satisfied. 2) It should put more activation elements in the market and increase its promotion activities as

the slogan says JO DIKHTA HAI WO BIKTA HAI. More of the activation elements will keep the image of Coke in the minds of people every time they will see any of the activations.
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3)

During the visit to the outlets, I also came to know this that the rules and norms to get a visi-cooler are very tight. A lot of paper work has to be done and a lot of verifications are followed. Hence the company should liberalize the norms regarding the issue of visicoolers.

4) During the visits it was also found that the supply at times is not adequate. This problem

can be solved by increasing the capacity of the plant. But since the Plant has a limited capacity, hence the idea of a new plant setup can be thought of, but only after looking into feasibility matters. 5) It was also found during the interactions with the retailers that many a times the order placed reach after a period of 2-3 days. The company should try to make their distribution effective.

Bibliography
1) www.google.com 2) http://heritage.coca-cola.com/

3) http://www.thecoca-colacompany.com/

4) http://www.coca-colaindia.com/brands/brands_cocacola.aspx

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5) http://www.thecoca-colacompany.com/investors/form_10K_2010.html

ANNEXURE
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Questionnaire
Name of Outlet Date- .

1) Which Company of soft drinks do you deal with? a) Coke b) Pepsi c) Both

2) Which Company provides you better facilities? a) Coke b) Pepsi

3) How many carats of Coke and Pepsi do you sell per day? Coke: a) 0-2 b) 3-4 c) 5-6 d) more than 6

100

Pepsi: a) 0-2

b) 3-4

c)

5-6

d) more than 6

4) Which Companys activation do you have in your Outlet? a) Coke b) Pepsi c) Both d) None

5) Which type of activation do you have in your outlet? a) FB b) GSB c) Painting d) Rack e) Others f) None

6) Which Companys Visi-Cooler do you have in your outlet? a) Coke b) Pepsi c) Both d) Own

7) What is the size of your Visi-Cooler?

8) Are you satisfied with the services regarding the handling of faults in your cooler? a) Yes b) No

9) Which types of promotional activities do you like the most?

a) Free Bottle Scheme b) Under the crown c) Discount

d) QPS e) Display Scheme

10) Which Company provides more promotional offer? a) Coke b) Pepsi

11) Which Companys soft drinks your customers demand more? a) Coke b) Pepsi

12) Which company adopts the pricing strategy? a) coke b) Pepsi

101

102

103

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