A

PROJECT REPORT ON

THE COMPLETE AND CRITICAL ANALYSIS OF MARKET CONDITION OF COCA COLA

AT

HINDUSTAN COCA COLA BEVERAGES PRIVATE LIMITED, PUNE

BY KUNAL KANCHAN RAYEWAR

UNDER THE GUIDANCE OF

PROF.Dr.MILIND.A.KULKARNI

SUBMITTED TO UNIVERSITY OF PUNE IN PARTIAL FULFILMENT OF THE REQUIREMENT FOR THE AWARD OF THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION (MBA)

THROUGH DEPARTMENT OF MANAGEMENT STUDIES S.T.E.S, SMT. KASHIBAI NAVALE COLLEGE OF ENGINEERING, PUNE. (2011-13)

DECLAIRATION

I undersigned Mr. Rayewar Kunal Kanchan hereby declare that that the project report entitled The complete and critical analysis of market position of coca-cola company Written and submitted by me is an original work done by me . The empirical finding and data collected in this project are based on the information collected by me through fieldwork and cold calling. I have not copied from any report submitted to any of the University/Institute. I understand that any coping is liable to be punishable by authorities.

Place: Pune Date:

Signature

ACKNOWLEDGEMENT
I have great pleasure in submitting this project report on The complete and critical analysis of market position of coca-cola company. The completion of this project is dream come true with the help of all our well-wishers. I take this opportunity to express my deep of gratitude to all those people who helped me right from beginning to the end of this project and always stood by me in the time of confusion and problems. I am very thankful to Mr. Manoj Pathak, Regional manager, Coca-cola, Pune for giving me a chance to carry out this project. I would also like to thank Mr. Jitendra Dangi, Territory manager for guiding me for the project. I would also like to thanks Prof, Dr M. R. Shaikh .H.O.D. of management department of SKNCOE, Pune for his valuable guidance regarding the project. I am also grateful to Prof. Milind Kulkarni for his valuable guidance and his co-operative and constructive suggestions in completing this project. I am deeply indebted to Prof.Samruddhi Borawake, Prof Harsha Gandhi and Prof Bhushan Raigaonkar for their encouragement, without their help completion of this project was impossible. I would like to acknowledge all my family members & friends for their help and support. Lastly, I convey my gratitude to all those who are directly or indirectly related to this project and helped me to complete this project report. Once again I express my gratitude to Coca-Cola India for their kind co-operation. Thanks & Regards, Rayewar Kunal Kanchan

CONTENTS
Chapter No. Title Page No.

Introduction

Theoretical and practical aspects of the study

Research methodology

Analysis and interpretation of data

Findings and conclusion

Suggestion and recommendations

Bibliography

Appendix

LIST OF TABLES
Table No. Title Page No.

LIST OF GRAPHS
Graph No. Title Page No.

LIST OF ABBREVIATIONS

Executive Summary
The soft drinks and beverages can be said to be as old as a civilization of man. Softdrinks are known as refresher and man need to refresh himself in the time of his thirst, fatigue & dullness. The conventional Indian soft drink pattern includes Lemon juice. Butter milk, lassi etc. With entry of British India got westernized and synthetic soft drinks, which were part of the dominant life style of the western world came flooding into India. The soft drinks market in the advanced economies like the US is saturated or in some cases has declining sales. Given a fast growth rate of the Indian GDP, and consequently, higher levels of income distribution in the population, Coca-Cola is increasingly turning to emerging economies like India to sustain its global growth . The Indian packaged food market is huge with the packaged tea and biscuit segments on top. Although soft drinks constitute the third largest segment, compared to other developing countries the market penetration is still very low. This indicates a further potential for rapid growth. It is a telling point that the average per capita consumption of soft drinks in the US is 700 bottles per capita / year, while in India it is only 10 bottles a year; the rural areas with an estimated 700 million people accounting for only 4 bottles per capita / year. According to a report by Euro monitor International, soft drinks in India have been estimated to have a market of 3.108 million US $. Soft drink volume sales are expected to rise by 8.6% per year. The sales of bottled water are also expected to rise rapidly in the next five years with an annual growth rate of 16.5%. Growing health awareness and increasing demand for hygienic products will fuel the dynamic growth of juices by an annual rate of almost 22%.Penetration in rural markets will also contribute to sales increase in soft drinks, (Euro monitor International 2011). India is a unique market for Coca-Cola in that; it is one of the few markets, where Cocacola does have an opportunity to increase its market share. Its biggest competitor is a Pepsi. Feel good segment which has been Coca-Colas consistent strategy. However, Pepsi which has true to its global image always been seen as a young, trendy brand.

This project was undertaken during the summer Training. A great deal of effort has been put in preparing the questionnaire, in order to understand the market better. This report has been prepared with a specific purpose in mind. We have in our project attempted to completely understand Coca-Colas current brand image, efficiency of distribution channel, market share, most preferred brands and packs or sizes, Density of visi-coolers and its condition(purity),awareness of the retailers, Positioning, and the inherent equity in the brand, and compared it with Pepsis. The project outlines the history and current scenario of the Coca-Cola Company globally and locally. The first part of the study takes us through the present state of affairs of the beverage industry and Coca-Cola Company globally. The report contains a brief introduction of Coca Cola Company and Coca-Cola India and a detailed view of the tasks, which have been undertaken to analyze the market of Coca-Cola i.e. we have performed Competitive, SWOT analysis of Coca-Cola Company and SWOT analysis of Coca-Cola India in order to identify areas of potential growth for Coca-Cola. We have also given a brief description of Trends and Forces that are affecting Coca-Cola Company globally. The report contains a brief introduction of Coca Cola. The company COCA COLA has interests in various sectors and they provide consistent quality products to meet their costumers requirement worldwide. This report clearly mentions objective of the study and the research methodology utilized, both primary data and secondary data. The data collection method used is structured non disguised questionnaire in which the types of questions used are open ended, multiple choice and close ended. The report contains a detailed view of the tasks, which have been undertaken to analyze the market of COCA COLA. The details of the methodology are stated below. The research area is PUNE. Data collection method structured non designed questionnaire.

Types of questions used open ended, multiple choice and close ended. Sampling method is random sampling. After the collection of data, the analysis was made and certain conclusions, Recommendations were made to company.

CHAPTER 1

INTRODUCTION

1. Introduction:1.1
Background of the study:
With the development of world and human being, the taste, need and the attitude of human being also changes. India is one of the common market in the world with a population of more than one billion. Soft drink is a popular common product which is generally purchased by consumers for quenching their thirst in summer and also to have cooling refreshment. As far as the market of soft drinks is concerned, it is facing cut throat competition from the larger number of soft drinks available in the market. Different brands are available in every segment of flavors, but the attitudes of the consumers differ from each other due to several factors. Every company tries to increase their market share and their sales volume. Discounting system followed by the companies proved to be an essential factor to boost up the purchases made by the retailers. The companies try to attract the retailers to purchase more by providing some schemes or incentives or cash/card discount. If more discount or any other incentive scheme is given to the outlets, they make purchases to avail that offer. Therefore, it is essential for any company to have an efficient and effective discounting system and distribution system. Distribution is the spine of any FMCG company. The main function of a retailer is to bridge the gap between the supplier and the customer. The central focus of distribution is to increase the efficiency of time, place, and delivery utility. For any FMCG product it is essential to have a good distribution network which should be better than that of its competitors. Distribution is the key area for any FMCG business. For a smooth distribution network, it is essential to keep the retail outlets satisfied which in turn mainly depend upon the profitability. Their profitability is checked by keeping a satisfied profit margin for them. Apart from that, the company also provides discount on purchase of different pack sizes to some HVOs which in turn increases their profit margin. Sometimes the company also provides incentives to the outlets which make frequent and high purchases. To meet stiff and challenging competition from some of the other brands, it is essential for the company to have an effective and efficient distribution network.

Therefore, the company tries to keep the outlets satisfied by offering discounts and some other incentive schemes from time to time. The company also provides some other facilities like Visi Coolers, stands, signage, etc. This report is to investigate Coca Cola Company. On this coursework I will look at the company on all aspects from their business functions, organizational structures to the company's objectives. I would have to look at the departments within the business and the functional areas within these departments, also look at the different management styles within the business looking at the organizational structure. The Coca-Cola Company is the world's leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups. Throughout the world, no other brand is an immediately recognizable as Coca Cola. With operations in more than 200 countries, a diverse workforce comprised of more than 200 different nationalities, communicating in more than 100 different languages, The Coca Cola Company is part of the fabric of life in each of the communities they serve throughout the world. It operates as a local business partner, providing quality in the marketplace, enhancing the workplace, preserving the environment and strengthening the community. Under this project we have studied about the Coca-Cola beverages company. For this we have studied about the products in different segment. A comparative Analysis is made of different segments to know which the most preferred brand is by the consumer, in each segment. Under this we have research about the various functions and facilities, marketing, brand awareness of company.

1.2

Company Profile:

A) History of the Company :

History of Coca Cola:

JOHN PEMBERTON This story begins in Atlanta, Georgia on May 8, 1886, when a pharmacist called Dr. John Smith Pemberton first mixed Coca-Cola in his back yard. This formula, which was made from carbonated water, cane sugar syrup, caffeine, extracts of kola nuts and cola leaves, was brought to the nearby Jacobs Pharmacy where it made its Debut as a soft drink the same day, The world has changed in many ways since pharmacist; John Stith 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. The Coca-Cola Company (NYSE: KO) is the worlds largest beverage company, refreshing consumers with more than 500 sparkling and

still brands. Led by Coca-Cola, the worlds most valuable brand, the Companys portfolio features 15 billion dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply and Georgia. Globally, they are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Through the worlds largest beverage distribution system, consumers in more than 200 countries enjoy the Companys beverages at a rate of 1.7 billion servings a day. May1886 - 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. Dr. Pembertons Partner and bookkeeper, Mr. Frank Robinson, suggested the name and penned as Coca-Cola in the unique flowing script that is still famous worldwide today. Dr. Pembertons 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. For his efforts, Dr. Pemberton grossed $ 50 and spent $ 73.96 on advertising, by 1891, Atlanta chemist as a

G.Canler had acquired complete ownership of the Coca-Cola business. He purchases it from the Dr.Pemberton family for $ 2300. Within 4 year his merchandising flair helped to expand the consumption of Coca-Cola to over $25 million. Robert W. woodruff become the president of the Coca-Cola company in 1923 and his more than six decades of leadership took the business of commercial success making Coca-Cola an institution the world over. Coca-Cola begins as a never tonic, but candy merchant Joseph A. Biedenharn of Mississippi was looking for awry to serve refreshing beverages. He responded to this demand began offering bottle Coca-Cola using syrup shipped from Atlanta, during a hot summer in 1894.

1894A modest start for a bold idea:

In a candy store in Vicksburg, Mississippi, brisk sales of the new fountain beverage called Coca-Cola impressed the store's owner, Joseph A. Biedenharn. He began bottling Coca Cola to sell, using a common glass bottle called a Hutchinson. Biedenharn sent a case to Asa Griggs Candler, who owned the Company. Candler thanked him but took no action. One of his nephews already had urged that Coca-Cola be bottled, but Candler focused on fountain sales.

1899 The first bottling agreement:

Two young attorneys from Chattanooga, Tennessee believed they could build a business around bottling Coca-Cola. In a meeting with Candler, Benjamin F. Thomas and Joseph B. Whitehead obtained exclusive rights to bottle Coca-Cola across most of the United States (specifically excluding Vicksburg) -- for the sum of one dollar. A third Chattanooga lawyer, John T. Lupton, soon joined their venture.

1900-1909 Rapid growth:

The three pioneer bottlers divided the country into territories and sold bottling rights to local entrepreneurs. Their efforts were boosted by major progress in bottling technology, which improved efficiency and product quality. By 1909, nearly 400 Coca-Cola bottling plants were operating, most of them family-owned businesses. Some were open only during hot-weather months when demand was high.

1920sBottling overtakes fountain sales:

As the 1920s dawned; more than 1,000 Coca-Cola bottlers were operating in the U.S. Their ideas and zeal fueled steady growth. Six-bottle cartons were a huge hit after their 1923 introduction. A few years later, open-top metal coolers became the forerunners of automated vending machines. By the end of the 1920s, bottle sales of Coca-Cola exceeded fountain sales.

1920s and 30s... International expansion:

Led by longtime Company leader Robert W. Woodruff, chief executive officer and chairman of the Board, the Company began a major push to establish bottling operations outside the U.S. Plants were opened in France, Guatemala, Honduras, Mexico, Belgium, Italy, Peru, Spain, Australia and South Africa. By the time World War II began, Coca-Cola was being bottled in 44 countries.

1940sPostwar growth:
During the war, 64 bottling plants were set up around the world to supply the troops. This followed an urgent request for bottling equipment and materials from General Eisenhower's base in North Africa. Many of these war-time plants were later converted to civilian use, permanently enlarging the bottling system and accelerating the growth of the Company's worldwide business.

1960sNew brand introduced:

Following Fanta in the 1950s, Sprite, Minute Maid, Fresca and TaB joined brand Coca-Cola in the 1960s. Mr. Pibb and Mello Yello was added in the 1970s. The 1980s brought diet Coke and Cherry Coke, followed by POWERADE and DASANI in the 1990s. Today hundreds of other brands are offered to meet consumer preferences in local markets around the world.

1970s and 80s .Consolidation to serve customers:

As technology led to a global economy, the retailers who sold Coca-Cola merged and evolved into international mega-chains. Such customers required a new approach. In response, many small and medium-size bottlers consolidated to better serve giant international customers. The Company encouraged and invested in a number of bottler consolidations to assure that its largest bottling partners would have capacity to lead the system in working with global retailers.

1990s New and growing markets:

Political and economic changes opened vast markets that were closed or underdeveloped for decades. After the fall of the Berlin Wall, the Company invested heavily to build plants in Eastern Europe. And as the century closed, more than $1.5 billion was committed to new bottling facilities in Africa.

21stCentury.:
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.

FABULOUS FACTS ABOUT COCA-COLA:

The worlds largest spherical coca-cola sign is in Nagoya, Japan a top the dial Nagoya building in front of the Nagoya railway station. The sing is a double sphere constructed from more than 46 tons of steel, more 940meter of neon tubing, and more then, 879 light bulbs. The outer shape features the coca-cola logo and contour bottle, while the inner sphere portrays a comic scene with twinkling planets and stars.

One of the worlds largest signs for coca-cola is located on a hill called ELHACHA in America, Chile. It is 400 feet wide and 131 feet high and is made from 70,000, 26 ounce bottles.

The first outdoor paint sign advertising coca-cola still exists. It was painted in 1894 in Cartersville, Georgia.

Coca-cola is one of the worlds most recognizable trademarks recognized in countries that account for 98 percent of the worlds population.

If all the coca-cola ever produced were in 8- ounce bottles. And these bottles were distributed to each person in the world. There would be 678 bottles or over 42 gallons for each person.

If all the coca-cola ever produced were in 8 ounce bottles, placed side by side and end to end to from a lane highway, it would wrap around the earth 82 times.

If all the coca-cola ever produced were flowing over Niagara fall at its normal rate of 105 million gallons per second instead of water, the falls would flow for about a day and a half 38 hours and 46 minutes.

The largest representation of the worlds best known package 100 foot tall glass contour bottle is located at world of coca-cola, LAS VEGAS.

Today, there are over 800 low- and no-calorie beverages in our portfolio.

More than 100 low- and no- calorie beverages were launched in 2011.

In 2010, the Company and Foundation spent almost $12 million in support of health and wellness and active, healthy lifestyle programs.

Studies have shown that Coca-Cola is among the Most-admired and best-known trademarks in the world. In fact, it is documented that Coca-Cola is the second-most widely understood term in the world, after okay.

If all the Coca-Cola ever produced was in 8-ounce contour bottles, and these bottles were laid end to end, they would reach to the moon and back 2,051 times. That is one round trip per day for five years, seven months and 14 days.

Thirsty consumers around the globe now enjoy Coca-Cola Company products 1.7 billion times every single dayabout 19,400 beverages every second.

If all the Coca-Cola ever produced were in 8-ounce contour bottles, and these bottles were distributed to each person in the world, there would be 1,104 bottles per person.

Company History in INDIA:

If we Indians recall our memory there was a time when one was asked for a soft drink, the brand that comes and gave a knock on our mind was Coca-Cola. Coca-Cola, the word most admired trademark has maintained its special a sense of belongingness to India, which had resulted some sort of its monopoly throughout the Indian soft drink market. The Coca-Cola Company entered India in the early 1950s. It set up four bottling plants at Bombay, Calcutta, Kanpur and Delhi. In 1950 as there were negligible companies in Indian market therefore Coca-Cola did not face much competition and they were accepted in Indian market more easily. By the end of 1977 Coca-Cola had captured more than 45% of market share in India.It has been said that the internal environment of the industry has been greatly affected from its internal environment. The same thing was also happen with this famous company. The Coca-Cola left India following public disputes over share holding structure and import permit. As per FERA REGULATION the company was required to India close operation by May 5, 1978 yet strongly enough the companys operation come to end in July 1977. A lacuna was created at that time in the country's soft drinks market. However In October 1993, after a gap of 16 years, the Coca-cola has reappeared in the soft drinks market of India, In October 1993, Coca-Cola returned to India after 16 years of absence with the slogan Old waves have come to India again, The Indian people welcomed the comeback of their most loved cola in the country with great enthusiasm and vigor. At this time Parle was the leader in soft drink market and had more than 60% of the total market share in soft drink Coca-Cola joined hand with Parle and strategic alliance with Parle export give the company instant ownership of the nation top soft drinks brands Thums-Up, Limca, Citra, Gold Spot and Maaza access to Parles extensive 62 plant bottling network and a base for the rapid introduction of the companys international brand by striking a $40 million

deal with Parle Coke almost a clear sweep and made it goal as To become an all occasion drink not a special treat beverage. The Coca-Cola Company re-entered India through its wholly owned subsidiary, CocaCola India Private Limited and re-launched Coca-Cola in 1993 after the opening up of the Indian economy to foreign investments in 1991. Since then its operations have grown rapidly through a model that supports bottling operations, both company owned as well as locally owned and includes over 7,000 Indian distributors and more than 1.3 million retailers. Today, their brands are the leading brands in most beverage segments. The Coca-Cola Companys brands in India include Coca-Cola, Fanta Orange, Fanta Apple, Limca, Sprite, Thums Up, Burn, Kinley, Maaza, Maaza Milky Delite, Minute Maid Pulpy Orange, Minute Maid Nimbu Fresh and Nestea Iced tea, the Georgia Gold range of teas and coffees and Vitingo (a beverage fortified with micronutrients). In India, the Coca-Cola system comprises of a wholly owned subsidiary of The CocaCola Company namely Coca-Cola India Private Ltd which manufactures and sells concentrate and beverage bases and powdered beverage mixes, a Company-owned bottling entity, namely, Hindustan Coca-Cola Beverages Private Ltd; thirteen authorized bottling partners of The CocaCola Company, who are authorized to prepare, package, sell and distribute beverages under certain specified trademarks of The Coca-Cola Company; and an extensive distribution system comprising of their customers, distributors and retailers. Coca-Cola India Private Limited sells concentrate and beverage bases to authorized bottlers who are authorized to use these to produce their portfolio of beverages. These authorized bottlers independently develop local markets and distribute beverages to grocers, small retailers, supermarkets, restaurants and numerous other businesses. In turn, these customers make their beverages available to consumers across India. The Coca-Cola Company has invested nearly USD 1.1 billion in its operations in India since its re-entry back into India in 1992. The Coca-Cola system in India directly employs over 25,000 people including those on contract. The system has created indirect employment for more than 1, 50,000 people in related industries through its vast procurement, supply and distribution system. They strive to ensure that their work environment is safe and inclusive and that there are plentiful opportunities for our people in India and across the world.

The beverage industry is a major driver of economic growth. A National Council of Applied Economic Research (NCAER) study on the carbonated soft-drink industry indicates that this industry has an output multiplier effect of 2.1. This means that if one unit of output of beverage is increased, the direct and indirect effect on the economy will be twice of that. In terms of employment, the NCAER study notes that an extra production of 1000 cases generates an extra employment of 410 man days. As a Company, their products are an integral part of the micro economy particularly in small towns and villages, contributing to creation of jobs and growth in GDP. Coca-Cola in India is amongst the largest domestic buyers of certain agricultural products. As an industry which has strong backward and forward linkages, their operations catalysis growth in demand for products like glass, plastic, refrigeration, transportation, and Industrial and agricultural products. Their operations also lead to incremental growth for enterprises engaged in post production activities like merchandising, marketing and sales. In addition, they share best practices and technological advancements with their suppliers, vendors and allied industries which often lead to improvement in the overall standards of quality across industries. The Coca-Cola Company has always placed high value on good citizenship. Their basic proposition entails that their Companys business should refresh the market; enrich the workplace; protect and preserve the environment; and strengthen the community. They leverage their unique strengths to actively support and respond to local needs -- be it the need for education, health, water or nutrition. They have used their distribution network for disaster relief, their marketing prowess to raise awareness on issues such as PET recycling, and their presence in communities to improve access to education and potable water. The Coca-Cola India Foundation is now taking forward in the community at large, projects and programs of social relevance to carry forward the message of inclusive growth and development.

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.

B) 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.

C) 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 manufactures a range of products for the Company. On the distribution front, 10-tonne trucks open bay three-wheelers that can navigate the narrow alleyways of Indian cities constantly keep our brands available in every nook and corner of the countrys remotest areas. These are only some of the facts that speak about our commitment to the growth of the Indian Economy.

Coca-Cola System World Wide and in INDIA:

At the core of their business in India, as in the rest of the world is their production and distribution network, which they call the Coca-Cola system. Globally, the Coca-Cola system includes their Company and more than 300 bottling partners. The Coca-Cola Company manufactures and sells concentrate and beverage bases. Their authorized bottlers combine their concentrate or beverage bases as the case may be with sweetener (depending on the product), water or carbonated water to produce finished beverages. These finished beverages are packaged in authorized containers bearing their trademarks -- such as cans, refillable glass bottles, nonrefillable PET bottles and tetra packs -- and are then sold to wholesalers or retailers. In India, additionally, the Company also sells certain powdered beverage mixes such as Vitingo and Fanta Fun Taste. Their beverages reach their ultimate consumers through their customers: the grocers, small retailers, hypermarkets, restaurants, convenience stores and millions of other businesses that are the final points of distribution in the Coca-Cola system. What truly defines the Coca-Cola system, and indeed what makes it unique among businesses, is their ability to create value for their customers and consumers. In India, the Coca-Cola system comprises of a wholly owned subsidiary of The Coca-Cola Company namely Coca-Cola India Private Ltd which manufactures and sells concentrate and beverage bases and powdered beverage mixes, a Company-owned bottling entity, namely, Hindustan Coca-Cola Beverages Private Ltd; thirteen authorized bottling partners of The CocaCola Company, who are authorized to prepare, package, sell and distribute beverages under certain specified trademarks of The Coca-Cola Company; and an extensive distribution system comprising of their customers, distributors and retailers. Coca-Cola India Private Limited sells concentrate and beverage bases to authorized bottlers who are authorized to use these to produce their portfolio of beverages. These authorized bottlers independently develop local markets and distribute beverages to grocers, small retailers, supermarkets, restaurants and numerous other businesses. In turn, these customers make their beverages available to consumers across India.

Business Profile of Coca-Cola

What truly defines the Coca-Cola system and indeed what makes it unique among businesses, is their ability to create value for their customers

B) 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 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 "Road map" for winning together with our bottling partners.

OUR MISSION:
Our Road map starts with our mission, which is enduring. It declares our 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

OUR VISION:
Our vision serves as the framework for our Road map and guides every aspect of our business by describing what we 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 peoples 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 share owners while being mindful of our overall responsibilities Productivity: Be a highly effective, lean and fast-moving organization

OUR WINNING CULTURE:

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

LIVE OUR VALUES:

Our 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, its 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 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 in actions 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.

C) Coca-Cola Company Headquarters:

1 Coca Cola Plaza NW, Atlanta, GA 30313

D) Coca Cola India Head Office Address: Coca-Cola

Enkay Tower Udyog Vihar 5 Gurgaon: 122 106, Haryana, India.

E) Bottling Plants In INDIA:

F) 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 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 HCCBPL:

In the Cola Section:

In the Lemon Section

 In the Orange section:

In the mango section:

In the juice section :

 In the Soda Water and Bottled Mineral Water section:

Coca-Cola: Developed in a brass pot in 1886, coca-cola is the most recognized and admired trademark around the globe. Not to mention the best selling soft drink in the world.

Sprite:
In 1961, a citrus-flavored drink made its U.S debut, using Sprite Boy as inspiration for its name. This elf with silver hair and a big smile was used in 1940s advertising for CocaCola. Sprite is now the fastest growing major soft drink in U.S and the worlds most popular lemon-lime soft drink.

Fanta :
The name fanta was first registered as a trademark in Germany in 1941 ,when it was used for a few year for a soft drink created from available materials and flavors . The name was then revived in 1955 in Naples, Italy, when it was used for the: fanta orange drink we know today. It is now the trademark name for a line of flavored drinks around the world.

 Diet coke:
The extension of the coca-cola name began in 1982 with the introduction of diet coke (also called coca-cola light in some countries). Diet coke quickly becomes the number one selling low calorie soft drink in the world.

LIMCA:
It is thirst-quenching beverage features a fresh and light lemon-lime taste and lighthearted attitude. The limca brand was introduced in 1971 and acquired by the coca-cola company in 1993.

MAAZA: Maaza, launched in 1984 and acquired by the coca-cola company in 1993, is a non carbonated mango soft drink with a rich, juice & natural mango taste.

THUMPS UP:
In 1993, the Coca-Cola company acquired this brand, which was originally introduced in 1977. Its strong and fizzy taste makes it unique carbonated Indian cola.

KINLEY:The importance of water can never be understated, Particularly in a nation such as India where water governs the lives of the millions, be it as a part of everyday ritual or as the monsoon which gives life to the sub continent. Kinley water comes with the assurance of safety from the Coca-Cola Company.

 MINUTE MAID PULPY ORANGE:The history of the Minute Maid brand goes as far back as 1945 when the Florida Food Corporation developed orange juice powder. The company developed a process that eliminated 80% of the water in the orange juice, forming a frozen concentrate that when reconstitute created orange juice. They branded it Minute Maid a name connoting the convenience and the ease of preparation. Minute Maid thus moved from a powdered concentrate to the first ever orange juice from concentrate. The launch of Minute Maid in India started with the south of the country.

PRODUCTS WIDTH AND DEPTH

VARIANT 200ML COCA COLA THUMPS UP MAZZA LIMCA DIET COKE FANTA SPRITE MMPO MMNF KINLEY WATER KINLEY SODA N N Y N Y Y N N N N Y Y N N N N N N N N Y Y N N N Y Y N N N N N 400ML 400ML Y Y Y N N N N N Y N Y Y Y N N N N N N N N Y Y N N N N Y N Y N N N Y N N Y Y Y N N N Y N 1.2LT N N N Y N N N N N Y N Y N Y Y N Y N Y N Y Y 250ML N 300ML Y 330ML Y 500ML N 600ML Y 1LT N 1.25LT Y 1.5LT N 2LT Y

NUMBER OF BOTTLES IN A CASE 1 CARATE (200ML,250ML,300ML) 600ML 1.2LT 1.25LT 2LT 400ML 24 24 12 12 9 24

G) ABOUT THE COMPETITOR:

PepsiCo, Inc. (the "Company") was incorporated in Delaware in 1919 and was reincorporated in North Carolina in 1986. PepsiCo is engaged in the beverage and snack food businesses. On October 6, 1997, the Company spun off certain of its restaurant businesses, consisting of Pizza Hut, Taco Bell and KFC, to shareholders as an independent publicly-traded company. In addition, Company disposed of PFS, its restaurant distribution operation and its noncore restaurant businesses. PepsiCo's beverage businesses, which operate as Pepsi-Cola Company, are comprised of two business units: Pepsi-Cola North America ("PCNA"), and Pepsi-Cola Company International ("PCI"). PCNA manufactures and sells beverage products, primarily soft drinks and soft drink concentrates, in the United States and Canada. PCNA sells its concentrates to licensed bottlers ("Pepsi-Cola bottlers"). Under appointments from PepsiCo, Pepsi-Cola bottlers manufacture, sell and distribute, within defined territories, soft drinks and syrups bearing trademarks owned by PepsiCo, including PEPSI-COLA, DIET PEPSI, MOUNTAIN DEW, SLICE, MUG, ALL SPORT and, within Canada, 7UP and DIET 7UP (these products are sometimes referred to as "Pepsi-Cola beverages"). Pepsi-Cola beverages are manufactured in approximately 165 plants located throughout the United States and Canada. PCNA operates approximately 60 plants, and manufactures, sells and distributes beverages throughout approximately 450 licensed territories, accounting for approximately 60% of the Pepsi-Cola beverages sold in the United States and Canada.PCI manufactures and sells beverage products, primarily soft drinks and soft drink concentrates, outside the United States and Canada. PCI sells its concentrates to Pepsi- Cola bottlers. Under appointments from PepsiCo, Pepsi-Cola bottlers manufacture, sell and distribute, within defined territories, beverages bearing PEPSI-COLA, 7UP, MIRINDA, DIET PEPSI, PEPSI MAX, MOUNTAIN DEW, DIET 7UP and other trademarks. PCI operates 37 plants bottling PepsiCo beverage products. There are approximately 275 plants operated by independent licensees or unconsolidated affiliates bottling PepsiCo's beverage products which are available in 186 countries and territories outside the United States and Canada. Principal international markets include Argentina, Brazil, China, India, Mexico, the Philippines, Saudi Arabia, Spain, Thailand and the United Kingdom.

H) Leading The Industry And Refreshing The World:

A) At Global Level:
1) Muhtar Kent
Chairman of the board& chief executive officer.

2) Alexander B. Cummings Chief Administrative Officer Executive Vice President

3) Steve Cahillane President and Chief Executive Officer, Coca-Cola Refreshments USA

4) Wendy Clark
Senior Vice President, Integrated Marketing Communications and Capabilities

5) Sandy Douglas
President, Coca-Cola North America

6) Irial Finan
President, Bottling Investments Executive Vice President

7) Rick Frazier
Vice President, Supply Chain

8) Carletta Ooton
Chief Quality and Product Integrity Officer Vice President

9) Dominique Reiniche
President, Europe Group

10) Joseph V. Tripodi

Chief Marketing and Commercial Officer Executive Vice President

11) Jerry S. Wilson

Chief Customer and Commercial Officer Senior Vice President

B) At Indian Level:

I) HIERARCHY OF THE ORGANISATION

CHIEF EXECUTIVE OFFICER

RVP

AGM/AOD

FINANCE

MARKETING

RTM MANAGER

SALES MANAGER

PRODUCTION

HR

ACCOUNTS

MARKETING EXECUTIVES

RTM EXECUTIVE PURCHASE R&D QUALITY

ASM

STL

MD

1.3 Statement of the Problem:

Sales and distribution is an integral part of marketing. Here, Coca Cola the leading brand in soft drinks worldwide. Coke has maintained its brand image with high precision. The marketing strategy of Coke is very stringent than others. The main features in their marketing by their offerings and its sales and distribution. Its my gratitude to work with Coca Cola Company especially in marketing department. I have been placed their in sales and distribution department for my internship. The research work was not as easy as Coca Cola is very strict in their marketing policy. In the beginning the main reason for conducting this study was to know the proper allocation of distribution to the suppliers and also to know about the products sales. Further, it is to understand the availability of the product and to check out that there is the proper advertising of the product and also to know the working condition of the visi cooler provided by the company. Also to know the various scheme provided by the Coca Cola is really applied in the market or not and to compare the schemes with Pepsi products. The study is done to understand the problem of the retailers, and understanding the presale concept.

1.4 Need and importance of the study:

In the present scenario the competitions between the soft drinks increased very high. The companies are struggling a lot to keep up their market share in the industry and to improve the sales of their products i.e. the turnover of the company. For this the company has to know their position in the market and the opinion and the loyalty of the customers and the retailers when compared to their competitor. Because of this reason the comparative analysis is very important and useful to the Company. By the use of comparative analysis the companies can understand the position of the company and the strength of the company in the market. Through the comparative analysis we can understand that what strategies the competitors are using for the increase their sales volume. From the study we can gather the information regarding the opinion of the retailers on the companies comparatively and this will help to plans for the future to increase the performance of the company and to gain the loyalty of the retailers when compared to the competitors.

1.5 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. By this study company can know its growth. This study helps the company to know their actual position in the market. 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. This study also helps to get a clear idea about where the company is lagging behind & where it is ahead of its competitors.

1.6 Objectives of the study:

A) RESEARCH OBJECTIVE: 1) PRIMARY OBJECTIVE:

To analyze how Coca-Cola and Pepsi learn to compete in India. To study the overview of Pepsi and coca cola Company. To know and compare the merchandising of Pepsi and Coke in retail outlets.

2) SECONDARY OBJECTIVE: To analyze the distribution channel system. To check the brand availability. To analyze the effectiveness of the schemes launched by the company. To find the retailers satisfaction. To ensure the availability & visibility of the product. To cheque the purity & location of visi-cooler. To give valued suggestion to the company.

CHAPTER 2

Theoretical and practical aspects of the study

DISTRUBUTION:
HCCBPL 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 it is needed by them. 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 thereby leading to higher profits to the firm. Distribution of coca cola is done basically in two ways:-

a) Direct operation. b) Indirect operation.

But the distribution of Coca Cola varies from place to place. In India Coca Cola is doing his distribution by direct operation, indirect operation & by both also. Especially in PUNE coca cola is doing its distribution by both direct operation & indirect operation.

A typical distribution chain at HCCBPL would be:

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(PJP), 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.

DISTRIBUTION OF PRODUCT ACCORDING TO LOCALITY

Coca-cola Company distributes their schemes according to area. Area or place where soft drinks sold in a large manner, on those place company gives good schemes to shopkeeper and retailer. Place like railway station bus stand are consider in this category and place which have low selling where company gives small schemes to the shopkeeper.

DIRECT OPERATION:
Here company does its distribution by himself. There is no role of middle man. Every activities of a distribution process is under the control of the company. Here coca cola runs its own vehicles in that particular area for the distribution. By direct operation company gains a lot. The direct operation of the coca cola is as follows:-

COMPANY

COMPANY DSD

RETAILERS

CONSUMERS

 INDIRECT OPERATION:
Here in the distribution process middlemans role came into existence. In coca cola the distributor is the middle man. Everything is not under the control of the company. Basically Coca Cola Company selects a person for some specific areas for the distribution process.

Indirect operation of coca cola in PUNE is as follows:--

COMPANY

COMPANY DEPOT

DISTRIBUTOR

RETAILER

CONSUMER

DISTRIBUTION ROUTES
The various routes formulated by HCCBPL for distribution of products are as follows:

Key Accounts:
The customers in this category collectively contribute a large chunk of the total sales of the Company. It basically consists of organizations that buy large quantities of a product in one single transaction. The Company provides goods to these customers on credit, payments being made by them after a certain period of time i.e. either a month of half a month. Examples: Clubs, fine dine restaurants, hotels, Corporate houses etc.

Future Consumption:
This route consists of outlets of Coca-Cola products, wherein a considerable amount of stock is kept in order to use for future consumption. The stock does not exhaust within a day or two, instead as and when required stocks are stacked up by them so as to avoid shortage or non-availability of the product. Examples: Departmental stores, Super markets etc

Immediate Consumption:
The outlets in this route are those which require stocks on a daily basis. The stocks of products in these outlets are not stored for future use instead, are exhausted on the same day and might run a little into the next day i.e. the products are consumed at a fast pace. Examples: Small sized bars and restaurants, educational institutions etc.

General:
Under this route, all the outlets that come in a particular area or an area along with its neighboring areas are catered to. The consumption period is not taken into consideration in this particular route.

CHAPTER 3

RESEARCH METHODOLGY

3.1 TYPE OF RESEARCH DESIGN:

Marketing research means the systematic gathering, recording, analyzing of data about problems relating to the marketing of goods and services Marketing research has proved an essential tool to make all the need of marketing management. Marketing research therefore is the scientific process of gathering and analyzing of marketing information to meet the needs of marketing management. But gathering of observation is must be systematic. The systematic conduct of research requires: 1. Orderliness, in which the measurements are accurate. 2. Impartiality in analysis and interpretation The quality of research project depends, among the other things, upon the suitability of the method selected for it. Hence care should be taken in selecting the appropriate method of research for any project.

A) 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. Research design can be done in following three types:1. Exploratory Research:

Exploratory research focuses on the discovery of new ideas and is generally based on secondary data. The objective of exploratory research is to gather preliminary information that will help define problems and suggest hypothesis.

2.

Descriptive Research:-

Descriptive research is undertaken when the researcher want to know the characteristics of certain groups. 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.

Causal or Experimental Researches:-

An experimental research is undertaken to identify causes and effect relationship between two variables. The objective of casual research is to test hypothesis about casual and effect relationships.

The Research Design is: Descriptive Research Design which is appropriate for this research.

B) Reason of Selecting Descriptive Research: Descriptive study is a fact-findings investigation with adequate interpretation. It is the simplest type of research. It is more specific than an exploratory study, as it has focus on particular aspects or dimensions of the problem studied. A descriptive study aims at identifying the various characteristics of a community or institution or problem under study, but it does not deal with the testing of hypothesis.

3.2 DATA COLLECTION AND SAMPLING:

SOURCES OF DATA
The data has been collected from both primary as well as secondary sources.

A) PRIMARY DATA:Primary Data Collection:Primary data collection contains the following four types of methods: 1 Observation Method: It contains Causal observation, Systematic observation, direct observation and contrived observation. 2 Survey Method: It contains Personal Interview with the customer, Telephone Interview and Mail Interview.

Market survey is one of the most widely used MR technique .it is at times viewed as synonymous with marketing research. This is erroneous. It has to be understood clearly that market survey is just one of the techniques of MR and is not synonymous with MR. It is just one of the methods of collecting marketing information required for a given marketing assignment. It is used when the required data is not available with the companys internal records, as well as external published source. Here the researcher carries out opinion pools involving sales persons, dealers, traders and experts. Trade surveys are very common. In conducting these surveys, the researcher has to carefully select the instrument and methods of surveying.

The Topic THE COMPLETE AND CRITICAL ANALYSIS OF MARKET CONDITION OF COCA COLA for the project work was suggested to me by the ASM of Hindustan CocaCola Beverage private limited. He asked me to conduct a survey in areas where the coca-cola market is weak as well as high and to make a study of its major competitor PEPSI .Armed with the ideas provided to me by the ASM and the Sales Executive, I went ahead for the research. In order to collect samples during my survey I planned.

The primary data has been collected simultaneously by Market survey along with secondary data for meeting the established objectives to provide the solution for the problem identified in this study.

For collecting the data I have done market survey. A total of three hundred and twenty outlets were visited in pune market. By that I have collected details from retailers and also took some suggestions from retailers. My mentor suggested me the area from where a have collected the data. Some data is also collected by Observation and was being noted in the separate book.

B) SECONDARY DATA:It can be collected from internal as well as external sources 1Internal Source: Various internal sources like employee, broachers and company meetings 2 External Sources: Internet, literatures, etc are some important sources of external data.

The Researcher has used primary data for the core purpose of the project and this primary data has been gathered by survey method. The researcher has also used 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: Magazines. Text books. Marketing reports of the company.

Internet.

3.3 RESEARCH INSTRUMENT:

Instrument for Data Collection: The primary data collected through the survey method for the purpose of the study. The survey was done by using questionnaire method. Beside this I had an informal discussion with the retail outlet. Secondary data: information regarding the organization was obtained from secondary sources like company journals, company websites, publications & records. Closed Format Questionnaire is being used for the survey having multiple choice questions. Types of questions used open ended, multiple choice and close ended. Sampling method is random sampling.

3.4 SAMPLING PLAN:

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. A) Sampling technique: There are two types of sampling i.e. Probability Sampling and Non probability Sampling. i) Probability Sampling : Probability sampling means each unit of the universe has equal chance of getting selected. The most frequently used probability sampling methods are as below: a) Simple Random Sampling b) Stratified Random Sampling c) Multi-stage Random Sampling d) Cluster Sampling e) Multi phase Sampling f) Replicated Sampling ii) Non Probability Sampling:Non Probability sampling contains following methods:a) Judgment Sampling b) Convenience Sampling c) Panel Sampling d) Quota Sampling For this purpose the researcher has used non probability convenience sampling.

B) Sample Size: Through questionnaire 320 respondents.

i.

C) 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

Respondents Customers Total Table 320 320

Number

D) Sampling Unit: Here the researcher has randomly selected the respondents of the Pune city. E) Field Work:The study was conducted in pune. 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.

CHAPTER 4 ANALYSIS AND INTERPRETATION OF DATA

1) Type of outlet visited.

Outlet Visited

Grocery 30%

E&D1 30%

E&D1 E&D2 Convinience Grocery

Convinience 10% E&D2 30%

Interpretation :
a) Out of total Outlets (Retailers) visited 30 % are Grossary shops. b) Out of total Outlets (Retailers) visited 30 % are E&D1. c) Out of total Outlets (Retailers) visited 30 % are E&D2. d) Out of total Outlets (Retailers) visited 10 % are Convinience shops.

2) Location of the Outlet

Locatoion
45 40 35 30 25 20 15 10 5 0 Best Better Good Moderate Moderate 10% Good 20% Better 30% Best 40%

Locatoion

Interpretation :
a) Out of total Outlets (Retailers) visited 40 % are situated at Best(Prime) location. b) Out of total Outlets (Retailers) visited 30 % are situated at Better location. c) Out of total Outlets (Retailers) visited 20 % are situated at Good location. d) Out of total Outlets (Retailers) visited 10 % are situated at Moderate location.

3) Which brand of soft drinks you deal in?

Brand
Pepsi, 10% Coco Cola, 25% Coco Cola Pepsi Both Others, 5% Both, 60% Others

Interpretation :
a) Out of total Outlets (Retailers) visited 60 % retailers deals in Both Coca cola and Pepsi Products. b) Out of total Outlets (Retailers) visited 25 % retailers deals only in Coca cola Products. c) Out of total Outlets (Retailers) visited 10 % retailers deals only in Pepsi Products. d) Out of total Outlets (Retailers) visited 5 % retailers deals only in other Products. i.e neither in Coca-Colanor in Pepsi.

4) If you are dealing with only one brand, Then what are the reasons for not dealing with other brands?

Reasons
100 90 80 70 60 50 40 30 20 10 0 5% 0% 5% 5% 5% 20% 10% Reasons 50%

Interpretation :
Out of 40% of total Outlets (Retailers) visited who deals only with one brand,, a) 50% said that they deals in only one brand due to Customer Demand. b) 5% said that they deals in only one brand due to credit Facility. c) 0% said that they deals in only one brand due to range avaibility. d) 5% said that they deals in only one brand due to Visi cooler Facility. e) 5% said that they deals in only one brand due to Low prices. f) 5% said that they deals in only one brand due to Good supply chain. g) 20% said that they deals in only one brand due to Schemes/Offers . h) 10% gave other reasons for dealing in only one brand.

5) Which companys signage you have in your outlet?

Signage

Coca cola 20% Coca cola No signage 40% Pepsi 20% Pepsi Both No signage

Both 20%

Interpretation :
a) Out of total Outlets (Retailers) visited 20 % retailers have signage of both Coca-cola and Pepsi. b) Out of total Outlets (Retailers) visited 20 % retailers have signage of only Coca-cola. c) Out of total Outlets (Retailers) visited 20 % retailers have signage of only Pepsi. d) Out of total Outlets (Retailers) visited 40 % retailers do not have any signage eiter of Coca-cola or Pepsi.

6) Which companys visi-cooler do you have in your outlet?

Visi-Cooler
own 5% only Coca-Cola 20% only Coca-Cola only Pepsi only Pepsi 15% Both 60% Both own

Interpretation :
a) Out of total Outlets (Retailers) visited 60 % retailers have Visi-cooler of both Coca-cola and Pepsi. b) Out of total Outlets (Retailers) visited 20 % retailers have Visi-cooler of only Coca-cola. c) Out of total Outlets (Retailers) visited 15 % retailers have Visi-cooler of only Pepsi. d) Out of total Outlets (Retailers) visited 5 % retailers do not have Visi-cooler eiter of Coca-cola or Pepsi but they have their own Visi-cooler.

7) What is the size of visi-cooler that you have?

A) Coca-Cola:

Visi-Cooler Size
35 30% 30 25% 25 20% 20 15 10 5% 5 0 4 caser 7 caser 9 Caser 20 caser 30 caser Visi-Cooler Size 20%

Interpretation :
Out of 80% of total Outlets (Retailers) visited who have Visi-coller of Coca-cola

a) 5 % retailers have Visi-cooler of 4 case capacity (size). b) 20 % retailers have Visi-cooler of 7 case capacity (size). c) 25 % retailers have Visi-cooler of 9 case capacity (size). d) 30 % retailers have Visi-cooler of 20 case capacity (size). e) 20 % retailers have Visi-cooler of 30 case capacity (size).

B) Pepsi:

Visi-Cooler Size
35 30% 30 25 20% 20 15 10% 10 5 0 4 caser 7 caser 9 Caser 20 caser 30 caser 10% Visi-Cooler Size 30%

Interpretation :
Out of 75% of total Outlets (Retailers) visited who have Visi-coller of Pepsi.

a) 10 % retailers have Visi-cooler of 4 case capacity (size). b) 30 % retailers have Visi-cooler of 7 case capacity (size). c) 30 % retailers have Visi-cooler of 9 case capacity (size). d) 20 % retailers have Visi-cooler of 20 case capacity (size). e) 10 % retailers have Visi-cooler of 30 case capacity (size).

8) What is there in the Cooler? (Purity of Visi-cooler) A) Coca-Cola:

PURITY

ImPure 40% Pure 60%

Pure ImPure

Interpretation :
Out of total Outlets (Retailers) visited who have Visi-coller of Coca-cola,

a) 60 % Visi-coolers are found Pure. b) 40% Visi-coolers found impure.

a) Further details Of Impure Visi-Cooler:

35 30 25 20 15 10 5 0 pepsi Dairy Items Vegetables Beer Other/local Brands 10 Content 20 20 20

Content
30

Interpretation :
Out of above 40 % Impure coca-cola Visi-coolers a) 30 % were having Pepsi products in it b) 20 % were having dairy items in it c) 20 % were having Vegetables in it d) 10 % were having beers in it e) 20 % were having Other /Local brands in it

Further rating of Impure Visi Cooler:

Worst 10% Worse 20%

Ratings
Moderate Moderate 50% Bad Worse Worst

Bad 20%

Interpretation :
Out of above 40 % Impure coca-cola Visi-coolers a) 50 % were at Moderate condition. b) 20 % were at Bad condition. c) 20 % were at Worse condition. d) 10 % were at Worst condition.

B) Pepsi:

PUERITY
Pure 40% ImPure 60%

Pure ImPure

Interpretation :
Out of total Outlets (Retailers) visited who have Visi-coller of Pepsi,

a) 40 % Visi-coolers are found Pure. b) 60% Visi-coolers found impure.

a) F u r45 t40 35 h 30 e 25 r20

15 10 d

Content
40

20 15 10 15 Content

e5 0 t Coca-Cola Dairy Items Vegetables a ils Of Impure Visi-Cooler:

Beer Other/local Brands

Interpretation :
Out of above 60 % Impure Pepsi Visi-coolers a) 40 % were having coca-cola products in it. b) 20 % were having dairy items in it c) 15 % were having Vegetables in it d) 10 % were having beers in it e) 15 % were having Other /Local brands in it

Further rating of Impure Visi Cooler:

Ratings
Worst 15% Moderate 30% Moderate Bad Worse Bad 40% Worst

Worse 15%

Interpretation :
Out of above 40 % Impure coca-cola Visi-coolers e) 30 % were at Moderate condition. f) 40 % were at Bad condition. g) 15 % were at Worse condition. h) 15 % were at Worst condition.

9) If Visi-cooler that you have is Impure, then why arent you using the visi-cooler to its full Strength?
Shortage 0%

Reasons
Empty Crate Problem 20% Shortage Empty Crate Problem irregularity of Salesman Others

irregularity of Salesman 5% Others 75%

Interpretation :
Out of those retailers whose Visi-coolers are fuond Impure, When asked about impurity of Visi-cooler,,, a) 20 % of them said that they have Empty crate Problem

b) 5 % of them complained about irregularity of Salesman. c) 0 % of them complained about Shortage.

d) 75 % of them told different other reasons.

10) What packages of above brands you Deal in? A) Coca-Cola:

PACKAGING
BOTH 40% PET 30% PET RGB BOTH RGB 30%

Interpretation :
Out of those retailers (85 % of total outlets Visited) who deals in Coca-cola products a) 40 % retailers deals in Both PET and RGB. b) 30 % retailers deals only in PET. c) 30 % retailers deals only in RGB.

B) Pepsi: d) e) f) g) h)
i)
RGB 20% PET 60%

PACKAGING
BOTH 20% PET

RGB

BOTH

W
Interpretation :
Out of those retailers (70 % of total outlets Visited) who deals in Pepsi products a) 20 % retailers deals in Both PET and RGB. b) 60 % retailers deals only in PET. c) 20 % retailers deals only in RGB.

11)

Which is most preferred size of the bottle by customer?

PREFERENCE
35 30 25 20 20 15 10 10 5 5 0 200ml 300ml 500ml 1250ml 1500ml 2000ml 5 PREFERENCE 28 32

Interpretation :
Out of total outlets (Retailers) Visited,,, A) 5% retailers said that 200 ml Pack is Most preffered by Customers. B) 28% retailers said that 300 ml Pack is Most preffered by Customers. C) 32% retailers said that 500 ml Pack is Most preffered

by Customers. D) 20% retailers said that 1250 ml Pack is Most preffered by Customers. E) 10% retailers said that 1500 ml Pack is Most preffered by Customers. F) 5% retailers said that 2000 ml Pack is Most preffered by Customers.

12)

What

is

the

Frequency

of

the

Coca-Cola

Executive/Salesman?

FREQUENCY
90 80 80 70 60 50 40 30 20 10 0 Daily Alternate Day Weekly Fortnightly 15 5 0 FREQUENCY

Interpretation :
Out of total outlets (Retailers) Visited,,, A) 15% retailers said that Coca-cola executive/salesman visit their outlet Daily. B) 80% retailers said that Coca-cola executive/salesman visit their outlet on Alternate day..

C) 5% retailers said that Coca-cola executive/salesman visit their outlet Weekly. D) No one said that Coca-cola executive/salesman visit their outlet Fortnightly.

13)

Are you satisfied with the Distribution network of Coca-cola?

SATISFACTION
dissatisfied 10% Very Dissatisfied 5%

Very Satisfied Moderate 15% Very Satisfied 40% Satisfied Moderate dissatisfied Very Dissatisfied

Satisfied 30%

Interpretation :
Out of total outlets (Retailers) Visited,,,

A) 40 % retailers are Very satisfied with Distribution

netwok of Coca-cola

B) 30 % retailers are Satisfied with Distribution netwok

of Coca-cola

C) 15 % retailers satisfaction level with distribution

network of Coca-cola is Moderate.

D) 10 % retailers are dis-satisfied with Distribution

netwok of Coca-cola

E) 5 % retailers are Very Dis-satisfied with Distribution

netwok of Coca-cola.

14)

Does the customer know the difference between branded and

unbranded soft drinks?

Awareness
No 20% Yes No Yes 80%

Interpretation :
Out of total outlets (Retailers) Visited,,, a) 80 % retailers said that their customers know the difference between Branded and Un Branded Soft drinks. b) 20 % retailers said that their customers do not know the difference between Branded and Un Branded Soft drinks.

15)

Do you know about all flavors, Packs (Sizes) and respective wholesale price of Coca-Cola Products?

Awareness
No 10%

Yes No

Yes 90%

Interpretation :
Out of total outlets (Retailers) Visited,,,
a) 90% retailers are found aware of different flavours,packs(Sizes) and respective wholasale price of Coca-cola products. b) only10% retailers are found unaware of different flavours,packs(Sizes) and respective wholasale price of Coca-cola products..