PROJECT REPORT

ON
TO STUDY THE RELEVANCE OF DIFFERENT
MARKETING STRATEGIE AND RED ON THE SALES
OF COCA COLA
Submitted In Partial Fulfilment of the Requirement of BBA (CA) Degree of

SESSION : (2012-13)
SUBMITTED TO :-

SUBMITTED BY:-

Mr. ASHISH UPADHYAY

MISHRA

DHIRAJ KUMAR
B.B.A. (CA)
Reg. No.-104053090010
Study Centre-

DNM MEMORIAL COLLAGE

DECLARATION

DECLARATION
I, Dhiraj Kumar Mishra, hereby declare that the information
presented in this report is correct to the best of my knowledge
and the analysis is as per the norms and guidelines provided for
the report. I have utilized the requisite concepts and applied the
required methodologies to analyze the primary data collected to
reach the conclusion present in the report.

I claim the report to be my indigenous work and has not been

presented anywhere for any purpose, what-so-ever.

Dhiraj Kumar Mishra

BBA (CA)

ACKNOWLEDGEMENT

ACKNOWLEDGEMENT
It is indeed a moment of immense gratification for me to express
my deepest gratitude to the faculty of V.M.University for
providing me with an opportunity to undertake my summer
internship program from a world recognized beverage company
HINDUSTAN COCA COLA BEVERAGES PVT. LTD.
At the same time, I would also like to thank the companys
management for granting me the permission of being the part of
their esteem organization and enhance my knowledge by doing
summer training project under their guidance.
The learning during the project was immense & invaluable. It
was a challenging & enlightening association with the company,
which helped me to understand the reality of work place, made
me manage the personal life with work and also helped me to be
more prepared for other industry.
The following persons deserve special thanks for their support
during this process of learning:Mr. Ajay Singh

(HR Manager)

Mr. Sushil Patel

(Capability Devpt. Executive)

Mr. Ranvijay Narayan

( Sales Training Leader)

5

Mr. Manish Srivastava

(Project Internal

Guide)
Mr. Surya Pratap

(Market Developer)

PREFACE

PREFACE
Coca-Cola, the product that has given the world its best-known
taste was born in Atlanta, Georgia, on May 8, 1886. Coca-Cola
Company is the worlds leading manufacturer, marketer and
distributor of non-alcoholic beverage concentrates and syrups,
used to produce nearly 400 beverage brands. It sells beverage
concentrates and syrups to bottling and canning operators,
distributors, fountain retailers and fountain wholesalers. CocaCola was first introduced by John Syth Pemberton, a pharmacist,
in the year 1886 in Atlanta, Georgia.
The project topic basically talks about the Relevance of
different marketing strategies and RED on the sale of
Coca cola and understanding the retailers psyche. The present
report is an amalgamation of our thoughts and our efforts to
study the present marketing scenario.
Advanced statistical technology for measurement, analysis and
tests have been used in the preparation of the project. The
findings of the activity have been drawn out in form of graphs
and suggestions have been offered there from.

CONTENTS

CONTENTS

Introduction
Company Profile
Objectives
Research Methodology
Analysis
Findings
Conclusion
Limitation
Recommendation
Bibliography
Annexure

INTRODUCTION

10

TYPES OF CHANNEL / OUTLET

Product line of Coca - Cola can be available at the
following places1) Convenience Outlet: - It refers to those outlets which
provide items of daily use. Such outlets can be easily
located near our houses.
For Example:Stationery Shop
General Store
Paan Shop
PCO
2) Grocery Outlet: - these are those shops or outlets which
along with selling the household items like: pulses, rice,
etc sell other items of daily consumption also.
3) E and D: - Here E and D stands for Eating and drinking. It
refers to those shops where ready to eat food items are
available. Such places have eating and drinking facilities
and might have a sitting arrangement also. Such type of
outlets can be categorized under two heads:11

E and D Type -1: - Such places dont have a sit and

eat arrangement for their customers. For Example: Bakerys, Sweet Shops, etc.
E and D Type -2: - Such places have a sit and eat
arrangement for there customers. For Example: Restaurants, Hotels, Dhabas, etc.
R.E.D(RIGHT EXECUTION DAILY)
RED is a tool through which Coca cola analyzes the
performance of both employee and outlets.
For correct analysis of the performance, company
uses three main criteria which are
VISI COOLER (25 Marks)
AVAILABILITY (60 Marks)
ACTIVATION

(15 Marks)

These marks are provided my a surveyor

company named AC Nelson who are responsible
for the analyzing the performance of both
12

employee and outlets by providing them

actual marks on different grounds.

Employees basically Market Developers work

daily on RED.

They perform the following tasks :

Market Visit
Activation
Availability
Warm Display
Greed the customer
Cooler Purity/ Merchandizing
Range Selling / Order taking
Thanks

Company classify the outlet in to four categories

which are:
Diamond Outlet:They are those outlets which sell above 800
crates in a year.
13

 Gold outlet:They are those outlets which sell in between

500 799 crates in a year.

Silver Outlet:They are those outlets which sell in between

200 499 crates.

Bronze Outlet:They are those outlets which sells up to 200

crates.

On the basis of RED score, discounts and schemes

are allotted every year.
On the basis of RED score, performance of Market
Developers are also measured.

14

ABOUT COCA COLA

It is the worlds favorite drink, and the most valuable brand. It is
considered as the most recognizable word across the word after
OK.
Coca- Cola has a truly remarkable heritage. From a humble
beginning in 1886, it is now the flagship brand of the largest
manufacturer,

marketer

and

distributor

of

no

-alcoholic

beverages in the world.

In India, Coca Cola was the leading soft-drink till1977 when
government policies necessitated its departure. Coca Cola made
its return to the country in 1993 and made significant
investments to ensure that the beverage is available to more
and more people, even in the remote and inaccessible parts of
the nation.

15

Coca - Cola returned to India in 1993 and over the past ten years
has captured the imagination of the nation, building strong
associations with cricket the thriving cinema

industry, music,

etc. Coca Cola has been very strongly associated with cricket
sponsoring

the

WORLD

CUP

in

1996

and

various

other

tournaments, including the Coca Cola Cup in Shajah in the late

nineties. Coca Colas advertising
campaigns Jo Chaho Ho Jaye and Life ho to Aisi were very
popular and had entered the youths vocabulary. In 2002, Coca
Cola launched the campaign Thanda Matlab Coca Cola which
sky-rocketed the brand to make it Indias favourite soft drink
brand.

16

In 2003, Coke was available for just Rs. 5 across the country
and this pricing initiative together with improved distribution
ensured that all brands in the portfolio grew leaps and bounds.
Coca Cola has signed on various celebrities including
movie stars such as Karishma Kapoor, Crickters such as Srinath,
Sourav Ganguly, and Southern Cinemas Celebrities like Vijay in
17

the past. And today its brand ambassadors are Aamir

Khan, Imran Khan, Hrithik Roshan, etc.

18

COMPANY
PROFILE

Coca-Cola, the product that has given the world its best-known
taste, was invented by Doctor John Pemberton, a pharmacist
19

from Atlanta, Georgia, on May 8, 1886. The Coca-Cola

formula and brand was bought in 1889 by Asa Candler who
incorporated The Coca-Cola Company in 1892 and by 1895 it
was being sold in every state and territory in the United States.
In 1899, The Coca-Cola Company began franchised bottling
operations in the United States.
Coca-Cola

Company

is

the

worlds

leading

manufacturer,

marketer and distributor of non-alcoholic beverage concentrates

and syrups, used to produce nearly 400 beverage brands. It sells
beverage concentrates and syrups to bottling and canning
operators,

distributors,

fountain

retailers

and

fountain

wholesalers. The Companys beverage products comprises of

bottled and canned soft drinks as well as concentrates, syrups
and not-ready-to-drink powder products. In addition to this, it
also produces and markets sports drinks, tea and coffee. The
Coca- Cola Company began building its global network in the
1920s. Now operating in more than 200 countries and producing
nearly 400 brands, the Coca-Cola system has successfully
applied a simple formula on a global scale: Provide a
moment of refreshment for a small amount of money- a
billion times a day.
The Coca-Cola Company and its network of bottlers comprise the
most sophisticated and pervasive production and distribution
system in the world. Through the worlds largest beverage
20

distribution

system,

consumers

in

more

than

200

countries enjoy the Companys beverages at a rate of 1.5

billion servings a day. More than anything, that system is

dedicated to people working long and hard to sell the products
manufactured by the Company. This unique worldwide system
has made The Coca-Cola Company the worlds premier soft-drink
enterprise. From Boston to Beijing, from Montreal to Moscow,
Coca-Cola, more than any other consumer product, has brought
pleasure to thirsty consumers around the globe. For more than
115 years, Coca-Cola has created a special moment of pleasure
for hundreds of millions of people every day.

21

Headquarter

The Coca-Cola Company

P.O. Box 1734
Atlanta, GA 30301, USA

22

Location (address): United States, Georgia, Atlanta

Longitude: -84 23' 50"
Latitude: 33 46' 14"

Organisational
Structure
CHIEF EXECUTIVE
OFFICER

VICE PRESIDENT
SUPPLY CHAIN

HUMAN
RESOURCE
DIRECTOR

REGIONAL VICE
PRESIDENT
(NORTH)

CHIEF FINANCE
OFFICER

REGIONAL VICE
PRESIDENT
(CENTRAL)

VICE
PRESIDENT
BSG

23

AGM/AOD
UNIT 1

REGION VICE
PRESIDENT
AGM/AOD
UNIT 2

AGM/AOD
UNIT 3

AGM/AOD
UNIT 4

REGION
FINANCE

REGION
HUMAN
RESOURCE

REGION
CUSTOMER
SERVICE

REGION
EXTERNAL
AFFAIRS

REGION
COLD
DRINK

REGION LEGAL
REGION
BSG

REGION
DIRECTOR/
MANAGER

24

REGION
CAPABILITY
MANAGEMENT

REGION
CHANNEL

AGM/AOD

PLANT
MANAGER

HUMAN
RESOURCE
MANAGER

GENERAL
SALES
MANAGER
ROUTE TO
MARKET

AREA SALES
MANAGER

FINANCE
MANAGER

CHANNEL
MANAGER

SALES
TRAINERS

SALES
EXECUTIVE

MARKETING

MARKET
DEVELOPER

AREA
CAPABILITY
MANAGER

KEY
ACCOUNTS

DISTRIBUTER
25
AND
SALESMAN

Products
COCA COLA:
Coca-Cola has a truly remarkable heritage. From a humble
beginning in 1886, it is now the flagship brand of the largest
manufacturer, marketer and distributor of non- alcoholic
beverages in the world. In India, Coca-Cola was the leading
soft drink till 1977 when govt. policies necessitated its
departure. Coca-Cola made its return to the country in 1993
and made significant investments to ensure that the
beverage is available to
more and more people,
even in the remote and
inaccessible

parts

of

the nation. Coca-Cola

returned

to

India

in

1993 and over the past

ten years has captured
the imagination of the
nation, building strong
associations
cricket,

the

with
thriving

cinema industry, music etc. Coca-Cola has been very

strongly associated with cricket, sponsoring the World Cup in
26

1996 and various other tournaments, including the CocaCola Cup in Sharjah in the late nineties. Coca-Colas
advertising campaigns Jo Chaho Ho Jaye and Life Ho
To Aisi were very popular and had entered the youths
vocabulary. In 2002, CocaCola launched the campaign Thanda Matlab Coca-Cola
which sky-rocketed the brand to make it Indias favorite softdrink brand. In 2003, Coke was available for just Rs.5 across
the country and this pricing initiative together with improved
distribution ensured that all brands in the portfolio grew
leaps

and

bounds.

Coca-Cola

had

signed

on

various

celebrities including movie stars such as Karishma Kapoor,

cricketers such as Srinath, Sourav Ganguly, southern
celebrities Vijay in the past and today, its rand ambassadors
are Aamir Khan, Aishwarya Rai, Vivek Oberoi and
cricketer Virendra Sehwag.

27

THUMS UP:
Strong cola Taste, Exciting Personality
Thums Up is a leading carbonated soft drink and most
trusted brand in India. Originally introduced in 1977, Thums
Up was acquired by The Coca-Cola Company in 1993. Thums
Up is known for its strong, fizzy taste and its confident,
mature and uniquely masculine attitude. This brand clearly
seeks to separate the man from the boys.

28

FANTA:
Internationally, Fanta The orange drink of The Coca-Cola
Company, is seen as one of the favorite drinks since 1940s.
29

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 a fun youth
brand, Fanta stands for its vibrant color, tempting taste and
tingling bubbles that not just uplifts feelings 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.

LIMCA:
30

Lime n Lemoni 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
for over 3 decades. The brand has been displaying healthy
volume growths year on year and Limca continues to be the
leading flavours soft drink in the country. The sharp fizz and
lemoni bite combined with the single minded positioning of
the brand as the ultimate refresher has continuously
strengthened the brand franchise. Limca energizes refreshes
and transforms. Dive into the zingy refreshment of Limca
and walk away a new person

31

SPRITE:

Worldwide Sprite is ranked as the No.4 soft drink and sold

in more than 190 countries. In India, Sprite was launched in
year 1999 and today it has grown to be one of the fastest
growing soft drinks, leading the clear lime category. Today
Sprite is perceived as a youth icon. Why?
With a strong appeal to the youth, Sprite has stood for a
straight forward and honest attitude. Its clear crisp refresh
hinge taste encourages the todays youth to trust their
instincts, influence them to be true to who they are and to
obey

their

thirst.

32

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, Maaza was acquired by CocaCola India. Maaza currently dominates the fruit drink
category.

Over

the

years,

brand

Maaza

has

become

synonymous with Mango. This has been the result of such

successful campaigns like Taaza Mango, Maaza Mango
and Botel Mein Aam, Maaza hai Naam. Consumers
regard Maaza as wholesome, natural, fun drink which
delivers the real experience of fruit. The current advertising
of Maaza positions is as an enabler of fun friendship
moments between moms and kids as moms trust the brand
and the kids love its taste. The campaign builds on the
existing equity of the brand and delivers a relevant
emotional benefit to the moms rightly captured in the tagline
Yaari Dosti Taaza Maaza.

33

KINLEY:
Water a thirst quencher that refreshes, a life giving force
that washes all the toxins away. A ritual purifier that
cleanses, purifies, transforms. Water the most basic need of
life, the very sustenance of life, a celebration of life itself.
The
water

can

importance

of

never

be

understated.

Particularly

nation such as

India where water

governs

lives

the

of
part

in

a
the

millions, be it

as

everyday

rituals or as the

monsoon which

gives life to the

subcontinent.

Kinley
understands
34

of

water
the

importance and value of this life giving force. Kinley

water thus promises water that is as pure as it is meant to
be. Water you can trust to be truly safe and pure. Kinley
water comes with the assurance of safety from the CocaCola Company. That is why company introduced Kinley with
reverse-osmosis along with the latest technology to ensure
the purity of the product. Thats why Coca-Cola goes through
rigorous testing procedures at each and every location
where Kinley is produced. Because they believe that right to
pure, safe drinking water is fundamental. A universal need,
which cannot be left to chance.

MINUTE

MAID

PULPY

ORANGE(MMPO):
Minute
gas

maid

only

pupply

based

orange cold drink no

on

orange juice. It is a
35

non-aerated

soft

drink

and

market

Tropicana Twister.

MINUTE MAID NIMBU FRESH:

36

competitor

of

Minute Maid Nimbu Fresh is a lemon juice-based drink

from The Coca-Cola Company's (TCCC) developed especially for
Indian consumers.
Minute Maid Nimbu Fresh' is made out of great quality fresh
lemon juice concentrate, providing consumers with a great

refreshing experience - just like natural, home-made nimbu

pani'.
Innovative consumer proposition of Minute Maid Nimbu Fresh is
best explained by the brand's tagline Bilkul Ghar Jaisa' (just
like home)

37

Mission, Vision &

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

Mission
Our Roadmap 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.

38

Vision for sustainable growth

Our vision serves as the framework for our Roadmap 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 people's desires
and needs.

39

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.

Productivity: Be a highly effective, lean and fastmoving organization.

Values
The values that the employees in the Company are expected to
keep up to and work by regularly are as follows:
Leadership: To take an initiative and lead, motivate and drive
the team with energy and zeal, to deliver outstanding results.

40

Innovation: To continuously strive for progress and reach

the next level of excellence in everything we do.
Passion: To be deeply committed and display drive and energy
in the quest to deliver outstanding performance.
Teamwork: To unite for greater strength and work collectively
as a group towards the achievement of common goals.
Ownership: To think and act like owners at all levels; to have
decisions taken at the lowest appropriate level.
Accountability:

To

be

individually

and

transparently

accountable to our colleagues for delivering agreed targets and

goals.

Quality Policy

41

To ensure customer delight, we commit to quality in our

thoughts, deeds and actions by continually improving our
processesEvery time.

Competitors
42

43

In India, beverages form an important part of the

lives of people.
It is an industry, in which the players constantly innovate, in
order to come up with better products to gain more consumers
and satisfy the existing consumers.
The beverage industry is vast and there are various ways of
segmenting it, so as to cater the right product to the right
person. The different ways of segmenting it are as follows:
Alcoholic, non-alcoholic and sports beverages
Natural and Synthetic beverages
In-home consumption and out of home on premises
consumption.
Age wise segmentation i.e. beverages for kids, for adults
and for senior citizens
Segmentation based on the amount of consumption i.e.
high levels of consumption and low levels of consumption.

44

BEVERAGES
Alcoholic
Non-Alcoholic
Carbonated
Non-Carbonated
Cola
Non-Cola
If the behavioral patterns of consumers in India are closely
noticed,

it

could

be

observed

that

consumers

perceive

beverages in two different ways i.e. beverages are a luxury and

that beverages have to be consumed occasionally. These two
perceptions are the biggest challenges faced by the beverage
industry. In order to leverage the beverage industry, it is
important to address this issue so as to encourage regular
consumption as well as and to make the industry more
affordable.

45

Four strong strategic elements to increase consumption

of the products of the beverage industry in India are:
The quality and the consistency of beverages needs to be
enhanced so that consumers are satisfied and they enjoy
consuming beverages.

The credibility and trust needs to be built so that there is a

very strong and safe feeling that the consumers have while
consuming the beverages.

Consumer education is a must to bring out benefits of

beverage consumption whether in terms of health, taste,
relaxation, stimulation, refreshment, well-being or prestige
relevant to the category.

Communication should be relevant and trendy so that

consumers are able to find an appeal to go out, purchase
and consume.

46

The beverage

market

has

still

to

achieve

greater

penetration and also a wider spread of distribution. It is

important to look at the entire beverage market, as a big
opportunity, for brand and sales growth in turn to add up to the
overall growth of the food and beverage industry in the
economy.
The competitors to the products of the company mainly lie in the
non-alcoholic beverage industry consisting of juices and soft
drinks.
The key competitors in the industry are as follows:

PepsiCo:
The PepsiCo challenge, to keep up with archrival, the Coca-Cola
Company never ends for the World's # 2, carbonated soft- drink
maker. The company's soft drinks include Pepsi, Mountain
Dew, and Slice. Cola is not the company's only beverage;
PepsiCo sells Tropicana orange juice brands, Gatorade sports
drink, and Aquafina water. PepsiCo also sells Dole juices and
Lipton ready-to-drink tea. PepsiCo and Coca-Cola hold together,
47

a market share of 95% out of which 60.8% is held by

Coca-Cola and the rest belongs to Pepsi.

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

Dabur
Dabur in India, is one of the most trusted brands as it has been
operating ever since times and people have laid all their trust in
the Company and the products of the Company. Apart from food
products, Dabur has introduced into the market Real Juice
which is packaged fresh fruit juice. These products give a strong
48

competition to Maaza and the latest product Minute Maid

Pulpy Orange.

Strategies
The company uses various marketing tactics to maintain the
demand of its products and regulate its sales so that it may be
able to face the tough competition and stand tall in this modern
dynamic world where the demands of the consumers changes
rapidly.

49

TV COMMERCIALS

The various TV commercials with television stars, cricketers,

politicians and other famous personalities helps the company in
creating interests in the minds of the customers. Also, the
launch of new products create anxiousness in the customers
minds and thus they are influenced to consume those new
products.

REDUCTION IN PRICEThe recently adopted strategy by the company was the

reduction in the price of 1.25Lts soft drink in which the price of
the product was brought down from Rs38 to Rs33.
50

OFFERS-

In addition to it, the company also gave a scheme with its product SPRITE
whereby the talk times were given to the people under the advertising logo
SPRITE KHOL, SEEDHA BOL. In this case, various codes were written below
the crowns and wrappers of the soft drink and those codes had to be sent
through a message on a specified number, thus increasing the talk time
balance of the consumer.

BANNERS AND BUNTINGS

The

company

also

attaches

various

banners

and

buntings outside the outlets so that the passers-by may

51

have a look at them and are influenced to

consume the brand of the company.

EMPTY CRATS

The

company

also

makes

the

retailers to keep its empty

carats

outside

their

shops

because its dark red colour with highlighted COCA COLA

written on it makes the consumers influenced to
consume the brands offered by the company.

52

ADDITIONAL BOTTLES ON CRATS-

The company, as a part of its marketing and selling

strategies, offers additional bottles on carats to the
retailers so that the retailers may also be influenced to
sell its brands.

53

SHELVES AND STANDSRetailers are also provided with shelves and stands so that they
can display the bottles by putting them in those shelves and
stand. The retailers are, often, provided display money for such
sort of work.

VISI COOLER (REFRIGERATOR)-

54

The company aims at putting its visible cooler (refrigerator) at

the entrance of the retail outlets so that the passers-by are
influenced to consume the product.

DISTRIBUTING VEHICHLES55

56

The delivery autos and vans in which the products are

distributed to different retail outlets are open to sky, as a result
of which, the products being delivered are visible to the general
public.

GLOWSIGN BOARD

The company also attaches GLOWSIGN BOARD above the outlet

which is a long board and sparks light at night. It looks very
attractive and catches the attention of the passers-by. Moreover,
it also highlights the name of the retail outlet so the owner also
finds it good in getting its outlets name attached on the board
of such a big and respectable brand.

57

FINANCIALS
The passion and determination belonging to the women and
men of Coca-Cola helped it continue to grow during the worst
economic environment since World War II. Its intense focus on
growing its brands, gaining share, driving revenue growth and
leveraging productivity enabled it to meet its 2009 volume and
profit growth goals, in line with its long-term targets.
The company entered 2009 with a simple and clear purpose: to
confront the global economic uncertainty by focusing on what it
could control. It worked to ensure that it came out of this crisis in
an even stronger position by communicating with its consumers
and retail customers; investing in innovation; and enhancing its
distribution, sales and production capabilities around the world.
The following details gives a brief view about the financial
details of the company : As per the balance sheet drawn on Apr 3, 2009, the total assets
and liabilities of the company stood at $43,103 million.
58

As per the cash flow statement ending for 3 months on Apr 3,

2009, the net increase in the cash and cash equivalents were
$2115 million.
As per the income statement ending for 3 months on Apr 3,
2009, the income tax paid by the company was $456 million and
the net income attributable to the shareowners of the company
was $1348 million.
Working with more than 300 bottling partners, the company
added approximately 650 million incremental unit cases of
volume to its business, a 3 percent gain over 2008.

In 2009, the Company generated $8.2 billion in cash from

operations, up 8 percent from 2008 and marking the first time it
surpassed the $8 billion mark.

The company reinvested $2 billion back into its business,

repurchased $1.5 billion in Company stock and paid $3.8 billion
to shareowners through dividends.
59

Its

leadership

efforts

across

the

sustainability

spectrum,

meanwhile, earned the Company a place on the Dow Jones

Sustainability World Indexpositioning it among the top 10
percent of the worlds largest 2,500 companies in terms of
advancing sustainable business practices.

60

SWOT ANANLYSIS
In todays modern world of cut throat competition, the company
must make the best possible use of its strengths, should
carefully analyze its weaknesses and try to remove it, must try
to find out the different available opportunities and must protect
itself from the threats that continuously posses danger to the
business of the company.

Strengths
Distribution network: The Company has a strong and reliable
distribution network. The network is formed on the basis of the
time of consumption and the amount of sales yielded by a
particular customer in one transaction. It has a distribution
network consisting of a number of efficient salesmen, 700,000

61

retail outlets and 8000 distributors. The distribution fleet

includes different modes of distribution, from 10-tonne trucks to
open-bay three wheelers that can navigate through narrow
alleyways of Indian cities and trademarked tricycles and
pushcarts.

Strong Brands:
The products produced and marketed by the Company have a
strong brand image. People all around the world recognize the
brands marketed by the Company. Strong brand names like
Sprite, Fanta, Limca, Thums Up and Maaza add up to the brand
name of the Coca-Cola Company as a whole. The red and white
Coca- Cola is one of the very few things that are recognized by
people all over the world. Coca-Cola has been named the world's
top brand for a fourth consecutive year in a survey by
consultancy Interbrand. It was estimated that the Coca-Cola
brand was worth $70.45billion.

Low cost of operations:

62

The production, marketing and distribution systems are

very efficient due to forward planning and maintenance of
consistency of operations which minimizes wastage of both time
and resources leads to lowering of costs.

Weaknesses
Low export levels: The brands produced by the company are
brands produced worldwide thereby making the export levels
very low. In India, there exists a major controversy concerning
pesticides and other harmful chemicals in bottled products
including Coca-Cola. In 2003, the Centre for Science and
Environment (CSE), a non- governmental organization in New
Delhi,

said

aerated

waters

produced

by

soft

drinks

manufacturers in India, including multinational giants PepsiCo

63

and Coca-Cola, contained toxins including lindane, DDT,

malathion and chlorpyrifos- pesticides that can contribute to
cancer and a breakdown of the immune system. Therefore,
people abroad, are apprehensive about Coca-Cola products from
India.
Small scale sector reservations limit ability to
invest and achieve economies of scale: The Companys
operations are carried out on a small scale and due to
Government restrictions and red-tapism, the Company finds it
very difficult to invest in technological advancements and
achieve economies of scale.

Oppurtunities
Large domestic market: The domestic market for the products of
the Company is very high as compared to any other soft drink
manufacturer. Coca-Cola India claims a 58 per cent share of the
soft drinks market; this includes a 42 per cent share of the cola
market. Other products account for 16 per cent market share,
chiefly led by Limca. The company appointed 50,000 new outlets
64

in the first two months of this year, as part of its plans to

cover one lakh outlets for the coming summer season and this
also covered 3,500 new villages. In Bangalore, Coca-Cola
amounts for 74% of the beverage market.
Export Potential: The Company can come up with new products
which are not manufactured abroad, like Maaza etc and export
them to foreign nations. It can come up with strategies to
eliminate apprehension from the minds of the people towards the
Coke products produced in India so that there will be a
considerable amount of exports and it is yet another opportunity
to broaden future prospects and cater to the global markets
rather than just domestic market.

Higher people among people: Development of India as a whole

has lead to an increase in the per capita income thereby causing
an increase in disposable income. Unlike olden times, people
now have the power of buying goods of their choice without
having to worry much about the flow of their income. The
65

beverage industry can take advantage of such a situation

and enhance their sales.

Threats
Imports: As India is developing at a fast pace, the per capita
income has increased over the years and a majority of the
people are educated, the export levels have gone high. People
understand trade to a large extent and the demand for foreign
goods has increased over the years. If consumers shift onto
imported beverages rather than have beverages manufactured
within the country, it could pose a threat to the Indian beverage
industry as a whole in turn affecting the sales of the Company.

Tax and Regulatory Sector: The tax system in India is

accompanied by a variety of regulations at each stage on the
consequence from production to consumption. When a license is
issued, the production capacity is mentioned on the license and
66

every

time

the

production

capacity

needs

to

be

increased, the license poses a problem. Renewing or updating a

license every now and then is difficult. Therefore, this can limit
the growth of the Company and pose problems.
Slowdown in rural demand: The rural market may be alluring
but it is not without its problems: Low per capita disposable
incomes that is half the urban disposable income; large number
of daily wage earners, acute dependence on the vagaries of the
monsoon; seasonal consumption linked to harvests and festivals
and special occasions; poor roads; power problems; and
inaccessibility to conventional advertising media. All these
problems might lead to a slowdown in the demand for the
companys products.

67

OBJECTIVES

68

OBJECTIVES

To find the relevance of different marketing strategies

of the coca cola.
To find the impact of those strategies on the sale of
the company.
To find the impact of RED (Right Execution Daily) on
the performance of the coca cola company.
To find out the suggestions given by the retailers to
enable the Coca Cola Company to survive the cut
throat competition.

69

RESEARCH
METHODOLOGY

RESEARCH METHODOLOGY
70

Type of research: Descriptive research

Type of data use: Primary data and Secondary data
Data collection method: Field survey
Data collection technique: Questionnaire
Sample: - Individual.
Sample unit: - Varanasi City.
Sample size: - 100
Sampling method: - Convenience.
Data representation tools: As per the need of project analysis, the following tools are used:
Graphs
Bar Diagrams
Pie chart

71

ANALYSIS

72

73

Q.2:- Since how long are you selling the brands of the
coca cola company?
Table:2:SL.No.

Options

Respondents

Less than 1 year

16

1 year 3 year

39

3 year 5 year

35

More Than 5 year

10

Total

100

Chart:2:-

Interpretation: 16% of the total respondents are selling the brands of Coca Cola Company
from less than 1year.
39% of the respondents are selling the coca cola brands from between 1 to
3 years.
35% of them are selling it between 3 to 5 year & the rest 10% of the
respondents are selling the brands from more than 5 years.

Q.3:- The reasons for selling the brands of the coca cola company.
74

Table:3:SL.No.

Options

Respondents

High demand

83

High Margin of
profit
Good service

All of these

Total

100

Chart:3:-

Interpretation: The reason given by the respondents in accordance with the selling the
brands of coca cola is like that ,
83% of the total respondents think due to high demand ,
6% think that due to High margin of profit ,
Other 6% think that due to good service, & rest
5% think that all the reasons are equally important.

Q.4:- Are you satisfied with the marketing strategies adopted by

the coca cola company?
75

Table: 4:SL.No.

Options

Respondents

Yes

57

No

43

Total

100

Chart: 4:-

Interpretation: As per the response given by the respondents to this particular question ,
53% of the total respondents are satisfied with the different marketing
strategies which are adopted by the coca cola company & rest
47% of the respondents are not satisfied with the different marketing
strategies which are adopted by the company in accordance with its various
activities.

Q.5:- Which strategy, among these, attract the customers more

towards consuming the brands of coca cola company?
76

Table: 5:SL.No.

Options

Respondents

Glow sign board

above the shop
Putting carats
outside the shop
Visi cooler at the
gate of the shop
Displaying the
bottles on shelves

26

2
3
4

21
35
18

Total

100

Chart: 5;-

Interpretation: Visi coolers at the gate of the shop attract customers more as 35% of the
total respondents think so,&
26% think that glow sign board above the shop attract most than any other
means
21% have an opinion that putting carats outside the shop attract customers
most & rest
18% think that displaying the bottles on shelves is more appropriate means
of attracting the customers.

Q.6:-RED is an effective tool that has helped the coca cola

company to increase its sales and capture a large market share.
Do you agree?
77

Table:6:SL.No.

Options

Respondents

Yes

73

No

19

Not aware about

RED

Total

100

Chart:6:-

Interpretation: This Particular question is based on the impact of RED(Right Execution

Daily) towards the company performance.
As per the responses given by the respondents , 73% have an clear cut
opinion that RED is an effective tool
19% think that it is not much effective for the company, & rest
8% have no idea about what RED exactly is.

Q.7:- Are you satisfied with the size of visi cooler present in your
shop?
78

Table:7:SL.No.

Options

Respondents

Yes, it is
appropriate as per
my sales.
No, I am in need of
a bigger cooler
No, I have a bigger
visi cooler than my
requirement

48

2
3
Total

35
15
100

Chart:7:-

Interpretation: This particular question is based on the standard of visi cooler which is
present at the shop & retailers perception towards it
48% of the total respondents are satisfied with the size of visi cooler which
is present in their shop.
37% think that they are in need of a bigger visi cooler, and rest
15% think that they have a bigger visi cooler than their requirement.

Q.8:- The promotions done to attract the customers.

79

Table: 8:SL.No.

Options

Respondents

Reduction in price for a

given period
Attaching
posters,banners,buntings
Giving prizes and gift
coupons
All of these

2
3
4
Total

18
7
67
100

Chart: 8:-

Interpretation: According to the responses given by the respondents to this particular

question,
18% think that attaching posters , banners, buntings , attract the customers
most &
8% think that reduction in price for a given period is a better means of
attracting customers
In the same case 7% think that giving prizes and gift coupons attract them
most & rest
67% think that all the options are equally important for attracting
customers.

80

Q.9:- The cold drinks of the coca cola you sell the most.
Table: 9:SL.No.

Options

Cola Drinks(Thums up, Coca

11
cola)
Non Cola Drinks(Sprite, Limca 31
, Fanta)
Juices(Maaza,MMNF&MMPO) 58

2
3

Respondents

Total

100

Chart: 9:-

Interpretation: The results which are come out from this particular question is like that
58% of total respondents or shopkeepers think that cola drinks are more
sold from their shops
31% think that non cola drinks they sell most & rest
11% sell mostly juices from their shops.

Q.10:-The increase in sales which is due to the adoption of different

promotional activities of coca cola in a particular time (in
percentage).
81

Table:10:SL.No.
1
2
3
4

Options
1% - 10%
11% - 20%
21% - 30%
More than 30%

Respondents
27
43
19
11

No change

Total

100

Chart: 10:-

Interpretation: This particular question suggest that the increase in sales which is due to
the various promotional activities of the company & the responses are like
43% respondents think that their sales increased in between 11%-20%
27% think that it is in between 1%-10%
19% have an opinion that it is 21%-30% &
Sale of rest 11% respondents are increased by more than 30%
The results which are come out suggest that there is some increase in sales due to
promotional activities of the company.

Q.11:- What is the most important negative factor for consumer

with respect to cold drinks as a whole?
82

Table:11:SL.No.

Options

Respondents

Price

19

Quantity

16

Quality

42

Brand availability

23

Total

100

Chart: 11:-

Interpretation: The most important negative factor for consumer with respect to cold
drinks as a whole is come out to be the quality of the cold drink
As 42% respondents think so
Another 23% think that non availability of their preferred brand
19% have an opinion regarding price & rest
16 % think that Quantity of the cold drink.

Q.12:- As a consumer what are four expectations for future

regarding various cola and non cola products?
83

Table:12:SL.No.

Options

Respondents

New flavor should be

launched
Quality should be
improved
Prices should be
moderate
Other

21

2
3
4
Total

37
42
0
100

Chart:12:-

Interpretation: As per the responses given by the retailers most of them think i.e.42% that
prices should be moderate in future
37% have an opinion that quality should be improved & rest
21 % think that new flavors should be introduced in the market.

84

FINDINGS

FINDINGS
85

Most of the respondents are dealing their business in general stores and in
tea stall or sweet houses.
Maximum numbers of shopkeepers are selling coca cola products from
more than 1 year to 5 years.
Huge demand of coca cola products in the market is the main reason for
retailers which forces them to sell companies product.
57% of the total respondents or retailers are satisfied with the different
marketing strategies which are adopted by the coca cola company and in
the same case 43% retailers are not satisfied with the different marketing
strategies of the company.
Visi coolers which are present at the gate of the shop, attract customers
most towards consuming the products of the coca cola. As 35% of the total
respondents think so. Other Strategies like glow sign board, putting carats
outside the shop, displaying bottles on shelves are also good means for
attracting customers.
73% of the total respondents think that due to RED coca cola company is
managed to increase its sales and capture a large market share.

86

Most of the retailers i.e.48% are satisfied with the size of visi
coolers which are present in their shop. But in the same case 37% retailers
are unsatisfied, they need bigger visi cooler and 15% retailers told that they
have a bigger visi cooler than their requirement.
Promotions which are done by the company time to time for attracting
customers like reduction in price , attaching posters, banners ,buntings etc.,
giving prizes and gift coupons etc. are equally important as per the 67% of
the total respondents.
Cola drinks are more sell by the most of the retailers from their shop which
is comprises of thums up & coca cola as 61% think like that. In the same
case 32%think that they sell mostly non cola drinks like sprite, limca &
fanta. And 7% have an opinion that they sell mostly juices like maaza,
MMNF&MMPO.
Most of the retailers think that promotional activities of the company help
in increasing the sales of retailers. The results which are come out provide
a clear cut data regarding this.
Most of the retailers think that the main negative factor for consumer with
respect to cold drink as a whole is come out to be Quality of the cold drink.
Most of the retailers are in favor of moderate prices in future of cola and
non cola products.

87

CONCLUSION

CONCLUSION
88

After conducting this survey on the topic To study the

relevance of different marketing strategies and RED on
the sales of the coca cola and exploring out its findings, I
come to the conclusion that the brands of the Coca Cola
company is highly demanded. The Company has a very wide
range of products which is in the constant process of refreshing
the world with their extra ordinary taste.
The various promotional activities adopted by the company
helps it in boosting up its sales by nearly 20% and the
distribution network of the company is also satisfactory with a
grievance solving machinery working efficiently and solving the
problems of the retailers.
The company should continuously carry on in its work of
research and developing and launching new product because
this will help it in facing the tough competition and solving the
complexities of the rapidly changing taste of the consumers.
RED is also come out to be a very effective tool which not only
increases the performance of the employees and the outlets but
on the same case increases the sales of the company.

89

LIMITATIONS

90

LIMITATIONS
TIME LIMIT There was acute shortage of time and as a
result of it only a smaller area could be covered.
CHILLER PROBLEM Problems regarding the visible
cooler are often solved untimely. Moreover, the retailer also
does not use the cooler to its utmost capacity.
HEALTH CONCIOUS APPROACH People have become
more health conscious and as a result of it the company
has to face tough competition with the other energy and
nutritious drink available in the market.
EXPLOITATION OF WATER The company is using excess
water, which proves to be a reason for the various domestic
organizations to protest against it.
INADEQUATE SUPPLY During summers, the company
finds it very difficult in meeting the demands. Often, the
retailers are supplied less stock than they demand.
SCHEME PROBLEM The schemes are not disclosed to all
the retailers on a particular route as a result of which there
is a sense of dissatisfaction among the retailers .

91

RECOMMENDATIONS

92

RECOMMENDATIONS
PRODUCTION OF UNSEASONAL PROUCTS
Company should produce unseasonal product like- snacks,
tea , coffee..etc. as in India there is no demand of cold
drink in winter season.
FOCUS ON RURAL MARKET The company needs to
focus on the rural market because of the saturation in the
urban market.
REGULAR SUPPLY The company should ensure the
regular supply of all the flavors and all the packaging on
time.
ADOPTION OF FLANK STRATEGY For higher market
share of the company, it must focus on the weaker
operational area of PEPSI.
VISIBLE COOLER (REFRIGERATOR) The visible cooler
should be provided at more of the outlets.
HEALTH DRINKS The company should soon come up
with some sort of health or nutritious drink so that it may
counter attack the competition given by TROPICANA and
REAL juices.
SOCIAL ISSUES The company must also take into
considerations the various social issues because the
population of India is emotional and is sensitive towards
such issues.

93

 INCENTIVES TO SALESMAN Target should be

given to the salesman because they are the linking point
between the company and the

retailers. They can give a good sale if they will be allured

with target based incentives.
DISCUSSION The offers, schemes and other promotional
schemes should be discussed with the MDs and the
salesmen and should be motivated to tell it to the retailers
so that the schemes may be properly utilized by the
retailers and the consumers.
WATER CONSERVATION The company should employ
water conservation tactics because water is a natural
resource and is sure to exhaust one day and the whole
business of the company depends upon the availability of
water.
TRAINING TO RED OUTLETS The company should
provide proper training to the outlets whose audit is done
on a regular basis. The outlets must be informed about the
channel and category to which they belong and what is
expected from them.

94

BIBLIOGRAPHY

95

BIBLIOGRAPHY
BOOKS :

Marketing management By Philip kotler

Research methodology
By C.K.Kothari

WEBSITES : http :// www.wikepedia.com

http :// www.google.com
http :// www.coca-colaindia.com
http :// www.google.images.com

96

ANNEXURE
97

Project
on
TO STUDY THE RELEVANCE OF THE DIFFERENT
MARKETING STRATEGIES AND RED ON THE SALES OF
THE COCA COLA.
Dear sir/madam,
I am conducting this project for the partial fulfillment of my
course M.B.A. from the M.P. Institute, Varanasi.
The information provided by you will be used for educational
purpose only.

Questionnaire
Q 1) Your basic nature business
A) General Merchant
C) Pan Shop

B) Tea Stall
D ) Restaurants.

Q 2) Since how long are you selling the brands of the Coca Cola company?
98

A) Less Than 1 Year

B) 1 Year 3 Years

C) 3 Years 5 Years

D) More Than 5 Years.

Q 3) The reasons for selling the brands of the Coca Cola company.
A) High Demand

B) High Margin of Profit

C) Good Service

D) All of These.

Q 4) Are you satisfied with the marketing strategies adopted by the Coca Cola
Company?
A) Yes

B) No

Q 5) Which strategy, among these, attracts the customers most towards

consuming the brands of the Coca Cola Company?
A) Glow Sign Board Above the shop

B) Putting carats outside the shop.

C) Visi cooler at the gate of the shop.

D) Displaying the bottles on shelves

Q 6) RED is an effective tool that has helped the Coca Cola Company to
increase its sales and capture a larger market share. Do You Agree?
A) Yes

B) No

C) Not aware about RED.

Q 7) Are you satisfied with the size of the visi cooler present in your shop?
A) Yes, it is appropriate as per my sales.

B) No, I am in need of a bigger

cooler
99

C) No, I have a bigger visi cooler than my requirement?

Q 8) The promotions done to attract the customers.

A) Reduction in price for a given period.

B) Attaching posters, banners,

buntings.

C) Giving prizes and gifts coupons.

D) All of these.

Q 9) The cold drinks of the Coca Cola you sell the most.
A) Cola Drinks (Thums up, Coca Cola)
B) Non Cola Drinks (Sprite, Limca, Fanta)
C) Juices (Maaza, MMPO, and MMNF).

Q 10) The increase in sales which is due to the adoption of different

promotional activities of coca cola in a particular time (in percentage).
A) 1% - 10%

B) 11% - 20%

C) 21% - 30%

D) More than 30%

Q11) What is the most important negative factor for consumer with respect to
Cold drink as a whole?
100

A) Price

B) Quantity

C) Quality

D) Brand Availability

Q12) As a consumer what are four expectations for future regarding various
cola and non cola products?
A) New flavors Should be launched

B) Quality should be
Improved

C)Prices Should be moderate

D) Other

101

102