PREFACE Acceptance of New challenge makes the path for future success Today companies must urgently and

critically rethink their business mission and marketing strategies. Instead of operating in a market place of fixed and known competition and stable customer preferences, today companies work in war zone o f rapidly changing customer/competitor technological advance, new law , managed trade policies and diminishing customer loyalty. Company considers the fact that today customer face a plenitude of product every category. Consider that customer exhibit varying and diverse requirement for pr oduct service combination and prices. In the face of their vast choices, customer will gravitate to the offering that best meet their individual needs and expectation. Therefore it is not surprising that todays winning companies are those who succee d best in satisfying indeed delighting, their target customer. If they cant bring something special to get market. They will not last long. These companies are m arket. They will not last long. These companies are market focused and customer driven. They pay extreme attention to quality and service to meeting and even exceeding customer expectation.

TABLE OF CONTENTS Synopsis Introduction Industrial profile Core brand in india Advertisement & punchline of coca- cola Fabulas fact about coco-cola History of coco-cola History in India Promise by coca-cola Strategies adopted by coca-cola Marketing mix Objective of the study Research Methodology Limitation Highway Analysis Finding analysis Suggestion Conclusion Bibliography Questionnaire

Synopsis (A Brief overview of the study) The study was carried out at Ghaziabad. The projections were made on the basis of a set of assumption and policy stateme nt as practiced by Coca Cola Company. To suggest the most suitable media for educating the consumer about the new prod uct. Understanding from customers satisfaction Major problems faced by customers. Consumer post purchase behavior.

INTRODUCTION SOFTDRINK INDUSTRY: The total soft drink market in Rs 6000 Crores. Indias per capital consumption of soft drinks has risen to 9.5 servings in 2004 a s against 7.5 servings in 2000 followed by 5.4 serving in 1997 Branded soft drin ks retail anywhere in India between Rs 8 Rs 12 and are expensive When measured a gainst Purchasing power. There are around 4, 00,000 retailers of soft drink. A soft drink is a non-alcoholic beverage. It is artificially flavored and contain s no fruit or pulp. India with population of more than 100 crores is potentially one of the largest consumer markets in the world after China. The consumer market can be defined a s the market for products and services that are purchased by individuals as hous e holds goods for their personal consumption. Soft drink is a typical consumer product purchased by individuals to quench thirst and secondly for refreshment. Searching for the point of origin of Indian soft drinks we first document on Gol d Spot, which was the first brand soft drink in India. It was introduced by PAR LE during later part of 40s. Cola giant, Coca-Cola was the first foreign soft drink to be introduced in India in 1965, Coca-Cola make a very good beginning and dominated the whole scheme ri ght from the word go. Coca-Cola faced no competition at that time. The marketing people did not even receive to publicize Cola-Cola for it sold fir st like probability not-cakes. This extraordinary success of soft drinks can be attributed to the following factors:Absence of contemporary competitive brand. Euphoric image built up in the Western countries proceeded the entry into Indian Market; and Indians are very found by nature of foreign goods, services etc. due to prolonge d foreign rules. Parle Exports (P) Ltd., later in 1970 introduced Limca, Lemony Soft drinks. Befo re Limca introduce, they had tentatively introduced Cola, Pep COCA-COLA. Three of four groups of Indian companies who had the required production capacit y started their own brands of Cola, Lemon, Orange, but failed to achieve their g oal on a national basis. India always has love and hate relationship with MNCs which gave a significant op portunities to soft drink industries in India when Coca-Cola decided to windup i ts operations in 1977 rather than bowing to the Indian government insisting on:Dilution of equity, as the government felt that lots of foreign currency was bei ng wasted. Manufacturing of the top-secret concentrate in India. Disclose of the chemical composition of the essence. This left a large vacuum in the popular soft drink market, and a vista was opene d to any company with the requisite, technical, marketing and organizational ski lls. The exit of Coca-Cola from India in1977 accelerated the growth of several Indian Soft Drink. New soft drink in the form of Tetra pack entered the market among Frooti, Jump-In and Treetop were the prominent once. Till 1977 their equipped b ottling plants and the distribution network a longing to be of no use. It took them one year to develop new formula to survive and gradually came up with Campa Lemon, Orange and Cola that order. However Parle, the pioneer in the soft drinks, blazed its way to national promin ence with their product Thumps Up bearing the slogan Happy Days are here again. This particular slogan helped to win over the loyalists or addicts to Coca-Cola, who was in the state of Cola Shock or Cola Depression. Soon the Indian Soft drink indu stry started at a phenomenal rate, and all Parle Products Gold Spot, Limca and T

humps Up became the brand leader in their own segment. In spite of all these, the drink market still has large gap, as claim by soft dr ink manufacturers. To fill these gaps there are many soft drinks concentrate and squashes flooded the market. The Indian soft markets offered three flavors i.e . Orange, Lemon and Cola. 1990 saw the coming of the multinational company PEPSI entering the Indian marke t, 11 years after the exit of Coca Cola. It had name, fame and edge of being on e of the best in the game and it offered stiff competition to Parle and Coke. P epsi Cola Company founded by CALEB BRADHAM in 1890 at North Carolina in USA. No w it is ranked 86th (1998) in the world with the asset of around $25000 million, having its head quarter at ATLANTA. Its CEO is ROGER ENRICO and Pepsi co. Indi a holding chairman is MR. RAJIV BAKSHI. Pepsi Co. Indias HQ is at Gurgaon.

INDUSTRIAL PROFILE Present soft drink boon in India was attributed to the legacy of Coca Cola, whic h was there in INDIA till 1977. In todays market the Coca-Cola (Coke, Thumps Up, Fanta, Limca, Sprite, Vanilla Coke, etc.) hold a 62% market share that appears to bear concentrated rush to beg a big share in the soft drink market. Various national & multinational firms are engaged in soft drink market due to i ncrease in its demand day by day. As far as INDIA soft drink market is concerned there are major companys engaged having a big completion to capture the soft dri nk market are namely Coca-Cola & Pepsi. While Campa Cola & many local colas still notice in the Indian Market. Pepsi Cola attacked Coca-Cola before World War II. Coca Cola dominated the Ameri can soft drink industry, Pepsi cola was a drink less to manufactures & with a le ss satisfactory taste then Coke. Where as Coca-Cola major selling point was more drink for the same price and Pepsi emphasized on advertising. During World War II Pepsi & Coke both enjoyed increased sale. After the war Peps i sale was started to fall relatively to Coke, resulting the Coca-Cola had start ing to click the Market share. A number of factory contributed to Pepsi problem were poor image, poor taskforce, poor quality control etc. At that point Alfred.N.Steeler came to the presidency of Pepsi cola with a great reputation for merchandising. He and his staff recognized that the main hope la y transforming Pepsi from a cheap imitator of Coke into a class on soft drink manufacturer. By 1955 all Pepsis major weakness had been overcome, resulting sales had climbed substantially. These actions from 1955 to 1960 led to a considerable sales growt h for Pepsi. In India another company engaged in soft drink market is Coca-Cola. It is one of the most widely known, accepted and admired trademarks of the world. Coca-Cola was their in India till 1977, when the Indian Government banned it due to strong resentment against multinational companys Coca-Cola was re-launched again in India in September 1993 at HATHRAS near Agra. The India people welcomed the come back of their most loved Cola in the c ountry with great enthusiasm and vigor. Coca-Cola marked its re-launching with acquiring five Parley drinks viz. T humps Up, Gold Spot, Limca, Citra, Maaza, Soda. Soft drink industry is one of the fastest growing industries in India. The basic idea behind the rapid growth of this industry is due to following reasons: The great corporate war between Coke & Pepsi, who left no stone unturned, for mo nopolizing the India Soft Drink market. The basic ideology of these two giants is to promote soft drinks as a food item in India hold. The long hot summers in India have increased the consumption of soft drinks.

EXPLANATION 1)GSB- GLOW SING BOARD: It is a display board or hoarding bearing the promotional advertisement of the r espective product of the company. The companies for their product promotion and sales enhancement usually provide them. 2) DPS-DEALER PRINTED SIGN BOARD : Display boards of the same nature with an additional feature of the retailers nam e or the outlets name being mentioned on them , in order that the sponsors bear t he value addition on the behalf of the company.usually provided to stockist who h ave large consumption of the product. 3)COUNTERS: Wooden or metallic framework provided by the company to the exclusive outlets wh ich either stock in bulk or which are particular brand outlets. The company in r eturn promises a certain fixed stock supply for a certain time period. The counters bear the companys advertisements as a sou rce of marketing promotion.

4)TABLE- CHAIR- UMBRELLA: moulded furniture of plastic is being provided at various open-air restaurants o r dhabas for the convenience of the customers while their visits. In return the co mpany achieves product promotion as well as retailers satisfaction. They can als o be seen at various street side cafes and juice corners. 5)WALL PAINTINGS: painting of the brand advertisements on the walls of the outlets, which in resul t attract and remind the consumers about the product. This makes the consumer aw are of the popularity and promotional effort made on the behalf of the company. 6)SGA-SALES GENERATING ASSET: Under this category we generally head the refrigeration, visicoolers, and even t he old designed iceboxes. On the other hand it enables to motivate the retailers for better sales on companys behalf.

7) RACKS: they are different types of plastic or material holders, which are used for the display of the pet and other glass bottle. This creates a healthy exposure of th e products, remembrance to the ultimate consumers. These all help in generating the companys brand image at different levels: Market Retailers Consumers

Glow Sign Board : Distribution:As per the observation of the route here it can be seen that PEP