e nc e ni

y er c ro G

g in k in r

SURVEY AND BRAND AUDIT OF (COCA-COLA)

BRAND AUDIT

Annual KO VPO Diamond : > 800 cs Gold: 500-799 cs Silver : 200-499 cs Bronze : < 200 cs

IA D

N O M

D O G

LD

V IL S

ER

Z N O R E B

FOR (ADVANCED SALES AND SERVICES PVT LTD) COCA-COLA LUCKNOW

UNDER GUIDENCE OF
MR. VYOM SRIVASTAVA PRINCE Ms.BONEYA

RTM MANAGER ADVANCE SALES

FACULTY K.C.M BANGALORE

KARNATAKA COLLEGE OF MANAGEMENT Thirumenahalli, Bangalore

COCA-COLA ENTERPRISE INC.

Type Founded Headquarters Chief Executing Officer Chief Financial Officer Industry Revenue Operating income Net Income

: : : : : : : : :

Public 1886 Atlanta Georgia USA John Brock William W Douglas Beverages $19800 billion USD $1.495 billion USD $1.143 billion

DECLARATION

Certified that this report is prepared based on the summer internship project undertaken by me in COCA COLA from 10.06.2010 to 09.08.2010, under the able guidance of Ms.BONEYA PRINCE partial fulfilment of the requirement for award of degree of MBA (MASTER IN BUSINESS ADMINISTRATION) from Bangalore University.

Date. 15 Aug 2011

PLACE: Lucknow DATE:

NAME OF STUDENT:

Deepak kumar

ACKNOWLEDGEMENT
ACKNOWLEDGEMENT
I would like to thank COCA-COLA Limited, (ADVANCE SALES PVT LTD) without whom an internship would not have been possible. I am grateful to him for taking out time from his busy schedule and for helping me in this internship. I express my gratitude to IT KAPOORTHALA for giving me an opportunity to work with them and make the best out of my internship. I am sincerely thankful to my trainers, ASHUTOSH SHARMA (SALES CO-ORDINATOR) because they have trained me, constantly guided and supported me throughout the training period. My heartfelt gratitude also goes out to the staff and employees of ADVANCE SALES PVT LTD. for having co-operated with me and guided me throughout my internship period. I thank my college for giving me this opportunity to put to practice, the theoretical knowledge that I imparted from the program. \ I thank my faculty mentor Prof. boneya prince and internship Coordinators for having guided and supported me through the course of the internship. I take this opportunity to thank my parents and friends who have been with me and offered emotional strength and moral support

deepak kumar
MBA (2010-2012)

INDEX
CHAPTER 1-INTRODUCTION CHAPTER 2- RED (Right Execution Daily)
Objective of study Scope of study RED Concept

CHAPTER-3 Company Profiles

History of Coca cola Cocacola in India

CHAPTER-4 Industrial Profile

Soft drink Industry In India Coca-Cola in India Vision of coke in India Mission of coke in India

CHAPTER-5 Product Profile

Different brands of the Company Brand Tagline Brand Ambassadors Detail of Brands

CHAPTER -6 Competitive Areas

Competitive area among Coke & Pepsi Advertising
5

 Brand ambassadors & TV Commercials Promotion by the company

CHAPTER -7 Marketing Department

Marketing department Distribution Network Sales promotion techniques of the company Criteria for providing free chilling equipment S.G.A providing company

CHAPTER-8 Methodology
Research methodology PGP Plan Pre Sale Concept

CHAPTER -9 Hypothesis
Test of hypothesis Swot analysis Push & Pull Strategy

CHAPTER -10 Conclusion

Conclusion Findings Facts Suggestions

CHAPTER -11 Questionnaire

QUESTIONAIRE Declaration References

1. INTRODUCTION

2. RED (Right Execution Daily)

2. RED (RIGHT EXECUTION DAILY)

OBJECTIVES OF STUDY
The main objective of this RED project is to increase the sales of the company. The next objective of this projects is to advertise the various Products of the company. To find out the present status of ThumsUp, Coke, Sprite, Limca, Fanta, Maaza at the retail outlets in the area. To study the receipting of brand among retailers. The study helps to know the distribution and marketing strategy of the company. To find out available opportunities in the market by finding gaps in competitors penetration. To collect data from retailers for the activation of new channels. Find out ways to increase sales new launches to different channels. To study the presale concept of the coke. To enhance the market share of the company.
8

SCOPE OF THE STUDY

By this study company can know its growth. This study helps the company to know their actual position in the market. RED helps to find out the promotion activities of the company and help to make relevant changes according to their rivalry company. This study ensures the availability of the product in the market. The study also helps in the evaluation of the market developer. RED helps to maintain the outlets in a well designed way to attract the consumers.

RED CONCEPT
RED stands for Right Execution Daily. It is a survey method for the company to know their position in the market. For this company has hired Ac Nielson & co. The survey gets done once in a month. RED is a set of norms divided into outlet wise.

ABOUT RED
To check the availability of the visi cooler provided by the company to the retail outlets for their products. To check the activation in various outlets. To check the branding order of the various products in the cooler. Survey has done in the four topics Impurity

Brand Order Availability Activation

10

IMPURITY
There should be no impurity in the visit cooler of the company. Impurity here refers to that brand which is presented in the visit cooler other than cokes product. Therefore not other product of any other company may not be in the cooler.

BRAND ORDER
The company has given a brand order to the market developers to arrange the different brands in a specific order in the cooler. The order should be in such a way Thumsup Coca cola Sprite Limca Fanta Maaza
11

 Kinley Pet & Juice

AVAILABILTY
Availability is done according the type of outlet. There are four type of outlet mentioned below. According to this market developer has to ensure the availability of the products in the particular outlet.

ACTIVATION
Activation is important because it helps to boost the sales of the company. it is done through the Glow sign, DPS, flanges. Combo boards, Table tops .This boards usually gives to the E&D outlets .It helps to attract the customers. Rack with header is provided to the grocery stores.

Activation Elements
Market developer must ensure that all these activation elements must available at all the outlets. Detail of activation elements must available at GROCERY STORES: 1. WARM DISPLAY RACK 2. SHELF DISPLAY
12

SHELF DISPLAY

DISPLAY OF RACK

VISI COOLER

OPTIONAL ELEMENTS:1. STANDEE 2. FLANGE

13

3. SIX MOBILE HANGER 4. VISI COOLER BRAND STRIP

ACTIVATION ELEMENTS FOR E&D:1. COMBO STANDEE 2. FLANGE OR STANDEE OR GSB 3. BRANDED TABLE MAT 4. MENU BOARD OR MENU CARD

OPTIONAL ELEMENTS:1. WARM DISPLAY RACK 2. TABLE TOP RACK 3. TENT CARD

ACTIVATION ELEMENTS FOR CONVENIENCE:1. WARM DISPLAY RACK OR 1 TIER RACK

2. FLANGE OR STANDEE 3. AERIAL MOBILE HANGER

OPTIONAL ELEMENTS:1. TABLE TOP DISPLAY 2. VISICOOLER BRAND STRIP

TYPES OF OUTLETS
The company has divided their outlets on the basis of the following criteria14

 Volume Channel Income group

VOLUME
There are four types of outlets according to the volume of sales of the outlet-

Diamond Gold Silver Bronze

800>C/s & above 500-799C/s 200-499C/s <200C/s

1. Types Of Outlet (Channel)

(A) GROCERY STORE

Grocery (customer profile): Store stocking a variety of regular uses household items. The channels provide an opportunity for penetration as it propels home consumption.
15

It includes all kirana stores, juice stall,cold drink stall, departmental stores, supermarkets, provision stores etc. Necessary Availability - 2 liter and 300ml

(B) EATING & DRINKING CHANNEL 1

Eating and Drinking Channel: Outlets range from the high-end restaurants to the smaller dhabas. These outlets offer multiple Opportunity to effect sales as people usually order something to drink along with food. It includes - Restaurants - Bars and Pubs - Dhabas - Sweet shops - Quick service restaurants

(C) EATING & DRINKING CHANNEL 2

It includes minimum 5 set table & chair outlets.

(D) CONVENIENCE CHANNEL

16

Pan/bidi shops (customer profile) : This segment includes PAN BIDDI outlets that stock cigarettes, mint, confectionary. It covers STD/ISD phone booths, travel channel etc. Small outlets that mainly sell 200ml or 300ml bottles. They may also sell 600ml.

INCOME GROUP
According to the income group of the area Low Medium High

Market Segmentation models

CHANNEL CLUSTER

Based on consumption occasion

17

Visi-cooler position, display & Brand Order Compliance

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

18

TYPES OF VISI COOLER/CHEST

Cooler - 2C/s 4C/s 7C/s 9C/s 20C/s 30C/s Chest4C/s 10C/s> above

RED SCORE TRACKING

The performance of market developer is measured on the basis of score tracking. Tracking will be done of the following Parameters: 1. Visi-cooler 2. Availability 35 points 40 points 25 points 100 points

3. Activation Elements
TOTAL following table:

These 100 points are distributed in various Parameters explained in the

19

RED Scoring Sheet

RED 1 2 3 4 V isicoole r 5 6 7 1 2 3 4 Ava ila b ility5 6 7 8 1 2 3 4 5 Activa tion 6 7 8 9 P a ra m e te r G roce ry E&D Co nv. D G S D G S D G S 4 10 3 2 10 6 35 4 10 3 2 10 6 35 4 12 22 4 8 10 6 4 10 4 10 3 2 10 6 35 4 10 3 2 10 6 35 4 25 25 14 10 10 4 5 5 13 3 4 10 3 2 10 6 35 4 10 3 2 10 6 35 18 4 13 3 4 10 3 2 10 6 35 18 4 14 4

Is a c oc a c ola c ooler pres ent Is the c ooler as per s tandard 4 4 Is the c ooler in prim e loc ation 10 10 Is the vis ic ooler in a work ing c ondition 3 3 Is the vis ic ooler light work ing 2 2 Is the c ooler 100% pure 10 10 Is the c ooler brand order c om pliant 6 6 Total 35 35 Can RG B -CS D RG B -M aaz a M obile-CS D 16 16 M obile-M aaz a 4 4 LA RG E P E T-CS D 16 16 LA RG E P E T-M aaz a 4 4 TP -M aaz a Total 40 40 W arm Dis play Rac k 10 10 Is the rac k pure and c harged 10 10 S helf Dis play 5 5 Crate dis play with wrap Flange/S tandee/G S B / DP S board/Flex board A erial M obile Hanger M enu board/M enu c ard Com bo c om m unic ation B randed table m at/table viny l Total 25 25

2 2 40 40 40 40 40 40 40 8 10 10 10 7 5 5 5 5 5 5 5 10 10 10 5 5 15 15 15 5 5 25 25 25 25 25 25 25

20

MY ROLE IN PROJECT RED

IMPLEMENTATION First and foremost task for me was to

implement the project in the given area with the support of MDs (MARKET DEVELOPER). Various norms for different outlets had been fixed but their implementation was very important. Different areas were assigned to me in which I implemented RED and these areas are further visited by various higher officials of the organization.

I measured the performance of sales team and distributors (under RED) in outlets with respect to all parameters of execution.

I did scoring on the scoring sheet.

The scoring sheet was provided on the basis of which scoring can be done. Scoring is done out of 100 marks and they have been further divided in 3 components

1.

VISI COOLER - 30 points

2.

AVAILABILTY - 50 points

3.

ACTIVATION 20 points

21

MARKET AUDITING (TRACKING PERFORMANCE)

Tracking performance of the MD of corresponding area was also my responsibility. I had to score him on fixed norms (RED SCORING SHEET) and also give the feedback on his performance.

FINDING LOOPHOLES Finding loopholes in the system like

absence of co-ordination between MDs and SALES TEAM and report to higher officials DGM (SALES).

BRAND CONTACT - I had to interact regularly with shopkeepers to

know their grievances and solve them. If I could solve them then I reported them to my company guide, else he suggested me the alternatives.

AVAILABILTY - I also need to give company weekly availability

report of various brands.

22

3. COMPANY PROFILES
HISTORY OF COCACOLA
The world has changed in many ways since pharmacist, John Styth Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta, Georgia. The name and the product mean so many things to hundreds of Millions of consumers around the globe. Coca-Cola products are served more than 705 million times every day, quenching the thirsts of consumers in more than 195 countries in every climate. That's a long way to come after such a modest beginning...
Old German Coca-Cola bottle opener

23

May -Pemberton concocted caramel-colored syrup in a three-legged brass 1886 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, " ". 1886 -Sales of Coca-Cola averaged nine drinks per day. That first year, Dr. Pemberton sold 25 gallons of syrup, shipped in bright red wooden kegs. Red has been a distinctive color associated with the No. 1 soft drink brand ever since. 1891 -Atlanta entrepreneur Asa G. Candler had acquired complete ownership of the Coca-Cola business for $2,300. Pemberton was forced to sell because he was in a state of poor health and was in debt. Within four years, Candler's merchandising flair helped expand consumption of Coca-Cola to every state and territory. 1893 -In January "Coca-Cola" was registered in the U.S. Patent office. 1917 -3 Million Coke's sold per day. " " is the worlds most recognized trademark. 1919 -The Coca-Cola Company was sold to a group of investors for $25 million. 1923 -The Coca-Cola Company was sold after the Prohibition Era to Ernest Woodruff for 25 million dollars. He gave Coca-Cola to his son, Robert Woodruff, who would be president for six decades. Woodruff's leadership took the business to unrivaled heights of commercial 24 success, making Coca-Cola an institution the world over. During the Woodruff era, Mr. Woodruff made a promise to the armed forces

One great earmark that the Coca-Cola Company has is helping the people of Atlanta. They accomplish this through scholarships, hotlines, donations and contributions. Another large accomplishment that the Coca-Cola has, is being the first company to make and use recycled plastic bottles.

JOHN PEMBERTON

COKE IN INDIA
Despite the formidable track of its parent $18 billion giant in Atlanta USA.Coke India record 1800 crore soft drink makers is prominent.Cocacola entered in India market after 16 years from Hathras Dec 1993.Cocacola became the undisputed leader of the Indian soft drink market because of their aquiring rights of Ramesh Chauhan aerated Parle drinks with one stroke of pen and a
25

bill of 140 crore, coke picked by five brands Thums up, limca, Goldspot, Citra, Maaza with a combined rate of 65% with Thumsup alone accounting for 56% then 650 crore segment.

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

industry. Cocacola enjoys approx 60% market share in Indian beverage industry.

Understand how The Coca-Cola Company works with more than 300 bottlers to produce, deliver, market and sell products around the world.

26

HISTORY OF BOTTLING
Coca-Cola originated as a soda fountain beverage in 1886 selling for five cents a glass. Early growth was impressive, but it was only when a strong bottling system developed that Coca-Cola became the world-famous brand it is today. 1894 A 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 entrepreneurs. Their progress in bottling which improved efforts were local

boosted by major 27 technology, efficiency and

The Coca-Cola "contour bottle" design The equally famous Coca-Cola bottle, called the "contour bottle" within the company, but known to some as the "hobble skirt" bottle, was created in 1915 by bottle designer Earl R. Dean. In 1915, the Coca-Cola Company launched a competition among its bottle suppliers to create a new bottle for the beverage that would distinguish it from other beverage bottles, "a bottle which a person could recognize even if they felt it in the dark, and so shaped that, even if broken, a person could tell at a glance what it was."

28

Earl R. Dean's original 1915 concept drawing of the contour Coca-Cola bottle Chapman J. Root, president of the Root Glass Company, turned the project over to members of his supervisory staff, including company auditor T. Clyde Edwards, plant superintendent Alexander Samuelsson, and Earl R. Dean, bottle designer and supervisor of the bottle molding room. Root and his subordinates decided to base the bottle's design on one of the soda's two ingredients, the coca leaf or the kola nut, but were unaware of what either ingredient looked like. Dean and Edwards went to the Emeline Fairbanks Memorial Library and were unable to find any information about coca or kola. Instead, Dean was inspired by a picture of the gourd-shaped cocoa pod in the Encyclopedia Britannica. Dean made a rough sketch of the pod and returned back to the plant to show Mr. Root. He explained to Root how he could transform the shape of the pod into a bottle. Chapman Root gave Dean his approval.

29

The prototype never made it to production since its middle diameter was larger than its base, making it unstable on conveyor belts. Faced with the upcoming scheduled maintenance of the mold-making machinery, over the next 24 hours Dean sketched out a concept drawing which was approved by Root the next morning. Dean then proceeded to create a bottle mold and produced a small number of bottles before the glass-molding machinery was turned off. Chapman Root approved the prototype bottle and a design patent was issued on the bottle in November, 1915. The prototype never made it to production since its middle diameter was larger than its base, making it unstable on conveyor belts. Dean resolved this issue by decreasing the bottle's middle diameter. During the 1916 bottler's convention, Dean's contour bottle was chosen over other entries and was on the market the same year. By 1920, the contour bottle became the standard for the Coca-Cola Company. Today, the contour Coca-

30

Cola bottle is one of the most recognized packages on the planet..."even in the dark!".

Dean reduced the middle diameter, creating the famed Contour Coca-Cola bottle. As a reward for his efforts, Dean was offered a choice between a $500 bonus or a lifetime job at the Root Glass Company. He chose the lifetime job and kept it until the Owens-Illinois Glass Company bought out the Root Glass Company in the mid-1930s. Dean went on to work in other Midwestern glass factories. Although endorsed by some, this version of events is not considered authoritative by many who consider it implausible. One alternative depiction has Raymond Loewy as the inventor of the unique design, but, while Loewy did serve as a designer of Coke cans and bottles in later years, he was in the French Army the year the bottle was invented and did not emigrate to the United States until 1919. Others have attributed inspiration for the design not to the cocoa pod, but to a Victorian hooped dress.
31

In 1944, Associate Justice Roger J. Traynor of the Supreme Court of California took advantage of a case involving a waitress injured by an exploding CocaCola bottle to articulate the doctrine of strict liability for defective products. Traynor's concurring opinion in Escola v. Coca-Cola Bottling Co. is widely recognized as a landmark case in U.S. law today. In 1997, Coca-Cola also introduced a "contour can," similar in shape to its famous bottle, on a few test markets, including Terre Haute, Indiana. The new can has never been widely released. A new slim and tall can began to appear in Australia as of December 20, 2006, which costs an average of AU$2. The cans have a distinct resemblance to energy drinks that are popular with teenagers. It is unknown if the design is of limited edition or may soon replace the current 355 mL cans that have been used in the past (the new slim cans are 300 mL, making the volume-to-cost ratio even smaller). In January 2007, Coca-Cola Canada changed "Coca-Cola Classic" labeling, removing the "Classic" designation, leaving only "Coca-Cola." Coca-Cola stated this is merely a name change and the product remains the same. The cans still bear the "Classic" logo in the United States. Coca-Cola is a registered trademark in most countries. The U.S. trademark was registered in the United States Patent Office on January 31, 1893. In the UK,
32

Coca-Cola was registered with the UK Patent Office on July 11, 1922, under registration number 427817.

Coca-Cola in the new aluminum bottle. In 2007, Coca-Cola introduced an aluminum can designed to look like the original glass Coca-Cola bottles. In 2007, the company's logo on cans and bottles changed. The cans and bottles retained the red color and familiar typeface, but the design was simplified, leaving only the logo and a plain white swirl (the "dynamic ribbon"). In 2008, in some parts of the world, the plastic bottles for all Coke varieties (including the larger 1.25- and 2-liter bottles) was changed to include a new plastic screw cap and a contoured bottle shape designed to evoke the old glass bottles

33

4. INDUSTRIAL PROFILE
SOFT DRINKS INDUSTRY IN INDIA

34

BEVERAGES

Alcoholic

Non-Alcoholic

Carbonated

Non-Carbonated

Cola

Non-Cola

Non-Cola

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

INTIAL DIFFICULTIES From a historical standpoint, Coca-Cola and Pepsi were facing obstructions even before entering the market in the late 1980s. Coca-Colas
35

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

POLITICAL CHALLENGES Other political challenges hindered the success of Coca-Cola and Pepsi in India as well. In 2003, when the United States and Britain invaded Iraq, the AllIndia Anti-Imperialist Forum called a boycott on goods from America and India. Indians protested American companies for the war and specifically targeted Coca-Cola and Pepsi products. While the war was beyond control for these two companies, management perhaps couldve done more to not only attempt to predict the backlash from Indian consumers due to the war, but also couldve created advertisement campaigns to address the situation. While political and legal factors produced problems for Coca-Cola and Pepsi, both Coca-Cola and Pepsi did a lot of things to prevent that situation from happening. Both companies heavily participated in the cultural festival of Navratri in western India to promote their products and create brand awareness
36

in a culturally traditional setting. The companies also produced television and print advertisements that linked important Indian themes to their products by building a connect using the relevant local idioms Coca-Cola and Pepsi both utilized popular Indian sporting events, athletes, and celebrities to endorse their products. Both companies couldve made the mistake of using American celebrities or already made American commercials to advertise their products in India, but instead made the right move by making advertisements to specifically target their foreign market. PRICING POLICY FOR INDIAN MARKET Coca-Cola and Pepsi also made the right moves by adapting to cultural barriers in India. One such barrier was the affordability of products for Indians. Because India is a country where people are known to live on very little a day, the idea of getting people to spend what little they have on a soft drink could be quite a stretch. However Coca-Cola India went with an aggressive pricing policy and reduced the price of their soft drinks in 2003 from 15% to 25% nationwide. To compete competitively in the market, Pepsi reduced their prices as well. This move allowed both companies to offer products that were affordable to the target market in India but also encouraged more Indians to consume Pepsi and Coca-Cola products. Both companies also created smaller sized bottles to allow for lower prices for Indian consumers. Coca-Cola and Pepsi created bottles ranging in size
37

from 200 ml to 500 ml to adapt to cultural needs and increase their sales. By offering smaller sized bottles many consumers also increased the frequency in which they were purchasing the soft drinks.

COCACOLA IN INDIA
Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveals its formula to the government and reduces its equity stake as required under the Foreign Exchange Regulation Act (FERA) which governed the operations of foreign companies in India. After a 16-year absence, CocaCola returned to India in 1993, cementing its presence with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network. Cokes acquisition of local popular Indian brands including Thums Up (the most trusted brand in India21), Limca, Maaza, Citra and Gold Spot provided not only physical manufacturing, bottling, and distribution assets but also strong consumer preference. This combination of local and global brands enabled Coca-Cola to exploit the benefits of global branding and global trends in tastes while also tapping into traditional domestic markets. Leading Indian brands joined the Company's international family of brands, including Coca- Cola, diet Coke, Sprite and Fanta, plus the Schweppes product range. In 2000, the company launched the Kinley water brand and in 2001, Shock energy drink and the powdered concentrate Sunfill hit the market.
38

From 1993 to 2003, Coca-Cola invested more than US$1 billion in India, making it one of the countrys top international investors.22 By 2003, CocaCola India had won the prestigious Woodruf Cup from among 22 divisions of the Company based on three broad parameters of volume, profitability, and quality. Coca-Cola India achieved 39% volume growth in 2002 while the industry grew 23% nationally and the Company reached breakeven profitability in the region for the first time.23 Encouraged by its 2002 performance, Coca-Cola India announced plans to double its capacity at an investment of $125 million (Rs. 750 crore) between September 2002 and March 2003.24 Coca-Cola India produced its beverages with 7,000 local employees at its twenty-seven wholly-owned bottling operations supplemented by seventeen franchisee-owned bottling operations and a network of twenty-nine contractpackers to manufacture a range of products for the company. The complete manufacturing process had a documented quality control and assurance program including over 400 tests performed throughout the process The complexity of the consumer soft drink market demanded a distribution process to support 700,000 retail outlets serviced by a fleet that includes 10-ton trucks, open-bay three wheelers, and trademarked tricycles and pushcarts that were used to navigate the narrow alleyways of the cities.25 In addition to its

39

own employees, Coke indirectly created employment for another 125,000 Indians through its procurement, supply, and distribution networks.

COCACOLA :VISION
Provide exceptional strategic leadership in Coca-Cola India System resulting in consumer and customer preferences and loyalty through Coca-Colas commitment to them and in highly profitable Coca cola branded beverage system.

COCACOLA:MISSION
Create consumer products services and communications customers service and bottling system strategy process and tools in order to create competitive advantage and deliver superior value to Consumers as a superior beverage experience. Consumers as an opportunity to grow profit through the use of finished drinks. Bottlers as an opportunity to make reasonable to grow profits and value added Suppliers as an opportunity to make reasonable when creating real value added in environment of system wide teamwork, flexible business system and continuous improvement.

40

 Indian society in form of contribution to economic and social development.

Our promise keeping that promise requires the Coca-Cola system to keep pace with new regulations, industry best practices, marketplace conditions and ever-increasing customer and consumer expectations. By periodically evolving, we ensure that TCCQS: Embodies the most up-to-date, stringent manufacturing practices... because Coca-Cola is the Symbol of Quality. Concentrates on customer and consumer satisfaction... because Coca-Cola is Customer and Consumer Satisfaction. Provides a framework for safety and environmental stewardship... because Coca-Cola is a Responsible Citizen of the World.

The Coca-Cola Company Fact Sheet

41

The Coca-Cola Company is the worlds largest beverage company, refreshing consumers with nearly 500 sparkling and still brands. Along with Coca-Cola, recognized as the worlds most valuable brand, the Companys portfolio includes 12 other billion dollar brands, including Diet Coke, Fanta, Sprite, CocaCola Zero, vitamin water, POWERADE,Minute Maid and Georgia Cope. Globally, we 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 nearly 1.6 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate. Fast Facts: Established: 1886 Ranking: We own 4 of the worlds top 5 nonalcoholic sparkling beverage brands: Coca-Cola, Diet Coke, Sprite and Fanta Company Associates: 92,400 worldwide (as of December 31, 2008) Operational Reach: 200+ countries Consumer Servings (per day): nearly 1.6 billion
42

 Beverage Variety: We offer more than 3,000 products including diet and regular sparkling beverages, and still beverages such as 100 percent juices, juice drinks, waters, sports and energy drinks, teas and coffees, and milk- and soybased beverages. New York Stock Exchange Ticker Symbol: KO Our Mission: To refresh the world... To inspire moments of optimism... To create value and make a difference. Our Commitment to Sustainability 2007/2008 Highlights: Respecting People We offered more than 1,600 training classes to Company associates. Supporting Communities In 2007, The Coca-Cola Company and The CocaCola Foundation made charitable contributions of $99 million to community initiatives worldwide. Offering Safe, Quality Products We launched more than 150 low and nocalorie products in 2008, as well as more than 200 juice and juice drink products. 2008 Financial Highlights:
43

 Our portfolio includes 13 billion dollar brands. Unit case volume grew 5% to 23.7 billion unit cases worldwide. Net operating revenues grew 11% to $31.9 billion. More than 70% of our net operating revenues and more than 75% of our unit case volume were generated outside of North America.

5. 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
44

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 & Apple section:

45

 In the mango section:

In the juice section :

In the Soda Water and Bottled Mineral Water section:

46

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

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

ABOUT BRANDS THUMSUP

It is the leading brand of the company. It has cola flavor. Thumsup is the highest selling beverage brand of India. Mostly like by the youngsters specially boys. The competitor of the brand on same category is Pepsi.

COCACOLA
47

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

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

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

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

MAAZA
48

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

MINUTE MAID pulpy orange

This is orange juice .This contains no sugar & added flavor .This is a family drink. Competitor: Tropicana

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

PACKAGING DETAILS PACK

300ML 200ML 250ML 2 LTR 600ML 1.2 LTR 1 LTR
MAAZA COKE THUMS UP FANTA SPRITE LIMCA

SODA YES NO NO NO YES NO

49

NO NO YES NO YES YES

YES YES NO YES YES NO YES

YES YES NO YES YES NO

YES YES NO YES YES NO YES

YES YES NO YES YES NO

YES YES NO YES YES NO YES

NUMBER OF BOTTLES IN A CASE PACK

300ML 200ML 250ML 2 LITRES 600ML 1.2 LTR 1 LTR NO.OF BOTTLES IN A CASE 24 24 24 9 24 12 6

6. COMPETETIVE AREA

Competitive area among Coke & Pepsi

Coca-Cola India Pvt Ltd maintained its leading position in soft drinks in India, followed by PepsiCo India Holdings Pvt Ltd in 2006. Whilst the retail volume shares of Coca-Cola India and PepsiCo India slipped in 2006, as a result of the
50

growing health concerns caused by the aftermath of the pesticides controversy, both maintained a comfortable lead over the other manufacturers. Parle, Bisleri Ltd has steadily gained shares from the carbonates giants over the review period, to emerge as the third ranked company in 2006. The battleground for beverages has moved from carbonates to bottled water and fruit/vegetable juice, with manufacturers turning their attention towards these healthier beverages, as consumer interest continues to surge forward. A number of new players have entered fruit/vegetable juice and bottled water, vying for a slice of the growing pie. While cricket had always been the most popular sport in India, with new technology coming into cricket from coverage to sports gear to day/night versions of the game, it was set to acquire the status of a religion in the sub-continent. Pepsi picked up the opportunity early on by not only contracting the rights to all Tests and One Day Internationals (ODIs) played in India, but also signing up top performers early such as Sachin Tendulkar and Rahul Dravid and creating some very cutting edge and memorable advertising campaigns with them.

51

The distribution network of Coca cola had 6.5 lakh outlets across the country , which the company is planning to increase to 8 lakhs . On the other hand Pepsi Co's distribution network had 6 lakh outlets across the country which it is planning to increase to 7.5 Lakh .

New FolderFinancial Overview

Unit Case Data

Year Ended December 31, 2008 2007 2006 200 5 2004

Unit Case Volume (in billions)

23.7

22.7

21.4

20.6

19.8

52

Selected Financial Data

Year Ended December 31, 2008 2007
1

2006
2

200 53

2004
3,4

(in millions except per share data)

SUMMARY OF OPERATIONS

Net operating revenues

31,94 28,85 24,08 23,1 21,74 $ $ $ $ 4 7 8 04 2

Cost of goods sold

11,37 4

10,40 6

8,164

8,19 5

7,674

53

Gross profit

20,57 0

18,45 1

15,92 4

14,9 09

14,06 8

Selling, general and administra tive expenses Other operating charges

11,77 4

10,94 5

9,431

8,73 9

7,890

350

254

185

85

480

Operating income

8,446

7,252

6,308

6,08 5

5,698

Interest income Interest expense Equity income

333 438 (874)

236 456 668

193 220 102

235 240 680

157 196 621

54

(loss) net Other income (loss) net Gains on issuances of stock by equity investees (28) 173 195 (93) (82)

23

24

Income before income taxes

7,439

7,873

6,578

6,69 0

6,222

Income taxes

1,632

1,892

1,498

1,81 8

1,375

Net income

$ 5,807 $ 5,981 $ 5,080 $

4,87 $ 4,847 2

55

Average shares outstandin g Average shares outstandin g assuming dilution

2,315

2,313

2,348

2,39 2

2,426

2,336

2,331

2,350

2,39 3

2,429

PER SHARE DATA Basic net income Diluted net income $ 2.51 2.49 $ 2.59 $ 2.16 $ 2.04 $ 2.00 2.57 2.16 2.04 2.00

Cash dividends

1.52

1.36

1.24

1.12

1.00

Closing market price on December 31

45.27

61.37

48.25

40.3 1

41.64

TOTAL MARKE T VALUE 104,6 142,2 111,8 95,5 100,3 $ $ $ $ $ OF 83 89 57 04 25 COMMO N STOCK

BALANCE SHEET DATA Cash, 4,76 cash $ 4,979 $ 4,308 $ 2,590 $ $ 6,768 7 equivalent

56

s and current marketabl e securities Property, plant and equipment net Depreciati on Capital expenditu res Total assets Longterm debt Shareown ers' equity 8,326 8,493 6,903 5,83 1 752 899 29,4 27 1,15 4 16,3 55 6,091

993 1,968 40,51 9 2,781 20,47 2

958 1,648 43,26 9 3,277 21,74 4

763 1,407 29,96 3 1,314 16,92 0

715 755 31,44 1 1,157 15,93 5

NET CASH PROVID ED BY 6,42 $ 7,571 $ 7,150 $ 5,957 $ $ 5,968 OPERAT 3 ING ACTIVI TIES

57

ADVERTISING Advertising is a non promotion of goods & services by sponsor who can
identified and who has paid for his communication. Their purpose of advertisement is to sell something goods or services,idea ,person or place.

BRAND AMBASSDORS & TV COMMERCIALS

COLA WAR (neck to neck) Bollywood rising stars Asin (left) for Pepsicos Mirinda,Genelia Dsouza (Right) for cocacolas Fanta

. 58

Tennis star Sania Mirza for Sprite

Bollywood star Aamir Khan for Coke

59

Bollywood star Akshay kumar for Thums up

Sprite seedhi baat TV add

60

Limca fresh ho jao TV add

Minute maid pulpy orange TV add

61

Bollywood superstar Shahrukh Khan new Brand Ambassador of Sprite

PROMOTION BY THE COMPANY Promotional strategy during IPL matches

Lucky Coupon Dinner with kings XI Punjab

62

Sprite kholega toh bolega IPL Season 2

Riding on the passion of T20 cricket amongst consumers, Brand Sprite, Official Pouring Partner of Kolkata Knight Riders (KKR) had announced the launch of a Special edition Sprite Kolkata Knight Riders bottle. The latest initiative was a part of brand Sprites larger consumer engagement program to leverage the second season of DLF IPL, 2009. Independent research reports have shown, out of the 230 million mobile phone users in the country, the youth continues to be the largest users of mobile phones. Combining this key insight with the passion of T20 cricket, company had launched a special edition Sprite Kolkata Knight Riders bottle with insignia of key players.

63

Complimenting the innovation, Sprite was also rolling out a special Kholega Toh Milega digital initiative in association with KKR and Nokia. In the offer consumers just need to drink Sprite and look out for a unique 9 digit code under the crown and SMS the code. Lucky consumers get once-in-alifetime opportunity to meet Shahrukh Khan and members of the KKR team. In addition, consumers also get a chance to win a Nokia mobile phone every hour. The entire initiative was applicable RGB and also on all PET packs of Sprite. To create awareness about Kholega Toh Milega digital initiative, the company had launched a mass media campaign featuring Shahrukh Khan, owner KKR, to be telecast on all the leading TV channels across India.

PROMOTION DURING OFF SEASON Limca Launches Laptop Ki Barish Consumer Initiative

Coca-Cola India has announced the launch of its innovative Limca Laptop Ki Barish consumer initiative nationally. As part of this unique initiative a computer generated lucky draw would provide consumers a chance to win HP Mini Laptop every hour for the next 45 days. The initiative is applicable to
64

200ml, 300ml returnable glass bottles (RGB) and also on 500 ml, 600 ml 1.25, 1.5, 2 & 2.25 liters PET bottles of Limca. As part of the under the crown initiative consumers just need to SMS LIMCA followed by a 9 digit unique code to 58558 from their GSM / CDMA mobile phones. The national initiative is designed to leverage the popularity of digital media like mobile phones (Both GSM & CDMA & IVRS), internet and laptops amongst soft drink consumers and would run from 1st August to 14th September, 2009

65

7. MARKETING DEPARTMENT

Directer
Vivek Ladani

GM
Rajiv Kumar Saxena

RTM
Vyom Srivastava

ASM
Lalit Saxena

HSD
B.K. Srivastava

RTM Executive

STL

Channel Executive

Marketing Team at Lucknow

66

Manufacturing Plant, LUCKNOW (H.P)

Sales and Distribution Operations

Distributors

Outlets

Outlets

CHAIN FOLLOWED FROM MANUFACTURE TO DISTRIBUTION

67

DISTRIBUTION NETWORK
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 they need it. 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, 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.

68

Criteria for providing free chilling equipment

An ice box is provided for the sale of 1-2 crates daily to the retailers. For the sale of 5-6 crates daily a visi cooler of 4 crates is provided. For the sale of 7-8 crates daily a visicooler of 7 crates is provided by the company. If the sale exceeds 9 crates daily then a visicooler of 9 crates or deep fridger is provided by the company,

A STEPLIZER OF 1 KV to 5 KV is provided with the visi cooler & chest cooler,

SGA PROVIDING COMPANIES

Whirlpool India Limited Godrej Appliances Western refrigerator limited

Rockwel Industries

69

8. RESEARCH METHADOLOGY
The research includes the study which was descriptive in nature.It basically aims about how coke schemes plays in the mind of shopkeepers and the consumers. The study includes two methods(a)PRIMARY (b)SECONDARY Primary includes the following ways Observation Experiment Survey Here we include the primary method of survey

Research Instruments Questionnaire-A printed questionnaire was their to make the survey. RED scoring sheet

Area of Survey- Telebagh Khurramnager, Hazratgang, Chinhut, New Haidrabad

Sampling plan
Sampling unit - Owners of the retail outlets. Sampling size- 250 outlets
70

 Sampling procedure-Random sampling Sampling method- Retailers survey SECONDARY DATA- For the secondary study data was not available so it is taken from company records. AREA- Telebagh Khurramnager, Hazratgang, Chinhut New Haidrabad SIZE OF VISICOOLER

8%

2% 1%

7%

20c/s 9c/s 7c/s 4c/s

82%

2c/s

IS PRESELLING IS GOOD OR THERE IS SOME GAP

20%

Is good Some gap

80%

71

HOW MUCH HAS THE VISIBLE PRODUCT?

VISIBLE PRODUCT
250 200 150 100 50 0 BOARD FLANGE RACK TABLE TOP 36 30 145 105 90 214 220 160 YES NO

LEADING BRAND OF COCACOLA

Brand share 7% 6% 8%
THUMSUP COKE SPRITE LIMCA FANTA MAAZA

14% 2%

63%

CHANNEL OF COKE
5% 29% E&D CONVENIENCE GROCERY

66%

OUTLET BELONG TO WHICH CLASS

72

CLASS OUTLET

19 92 83

DIAMOND GOLD SILVER BRONZE

56

INCOME GROUP
15%

HIGH LOW
31% 54%

MEDIUM

MARKET SHARE
MARKET SHARE

29%
COKE PEPSI

71%

DIVISION OF MARKET
73

div ision of market

20%

RETAILER
COKE 50% 30% PEPSI OTHERS

FAMILIAR WITH PROJECT

RED

20%

FAMILIAR

UNFAMILIAR 80%

Project RED is a live project. It can broadly be classified in two stages, which can be described as follows.

Initial Stage:This stage comprises of Product Knowledge and Process Knowledge. The product knowledge means the knowledge of every product and its variants offered by the company The Process Knowledge means the knowledge about the distribution of the product and its variants from the sales depot to the different retailers of the city.
74

The actual knowledge about the product and the process was attained with the help of Route Riding. Route Riding means to visit different outlets on the commuting vehicle (vehicle which carries coke product from depot to different outlets) along with salesman. By the route riding it is very easy to grasp and understand how the cola market actually works. Route riding elaborated the factors influencing the cola market and provided the information about the competitors strategies and schemes which they offer to the retailers in order to gain advantage. Retailers grievances were best known with the help of route riding through personal interaction. Also with route riding any one can know about the sales status of an outlet on a daily basis.

Later stage:
This stage comprises of the serious implementation of the project RED in the area of Telebagh Khurramnager, Hazratgang, Chinhut Haidrabad.To ensure effective and fruitful implementation of the campaign, market developers (M.D.) were appointed by the company. Market Developers carried the responsibility to handle all the activities under the R.E.D. campaign. The first step involved in this stage was to select the outlets where the campaign has to be implemented. The outlets are selected on the basis of some parameters like annual sale of the outlet, type of the outlet, space available at the outlet etc. Total available market was mainly segmented on two parameters, which are already discussed above.

75

(1.)

Outlet volume Channel cluster

(2)

PJP PLAN (P.J.P. plan):. The P.J.P. plan is a day wise schedule of a market developer
which contains the names of the outlets to be visited by him coming under the campaign R.E.D. where the project has to be implemented. After getting permanent journey plan the next step was to visit the outlets for gaining initial information of every individual outlet as well as market on a whole. The visit to all the outlets of that area helped in revealing its market condition. Visiting the outlets clearly showed the picture of the market situation prevalent in market..

PRE SALE CONCEPT

76

This is a new concept by the company. In this concept company takes order one day before and then delivers the product to each route. So this gives more time to market developer to assure RED. This concept has so many advantages This gives more time to the market developer for the activation & branding purpose. By this company can easily implement the RED concept in better way. Presale concept makes assure of more availability of the products in the market. This concept is easy in processing. By this concept market developer can arrange the product in better way. The Company can display its products in proper way so that customers can attract towards it.

77

9 .HYPOTHESIS
Hypothesis
(A) Null hypothesis (H0 ):The coke has more consumption then Pepsi. (B) Alternate Hypothesis (H1): The coke has not more consumption

then Pepsi. (C) Let the level of significance is()= 5%In testing the hypothesis since the test is two tailed is Z=+-1.96 TEST FORMULA Z= P1-P2 PQ[1+ 1] n1 n2

P= n1P1 +n2P2 n1+n2 Q=(1-P) where P-Total population proportion of Coke & Pepsi P1-Sample proportion of coke P2-Sample proportion of Pepsi n1- sample size of coke n2- sample size of Pepsi After calculated value is Z=1.34 which is less then calculated from the table Z=1.96 hence null hypothesis is accepted. CONCLUSION The coke product is more consumption then Pepsi.

2) Hypothesis

78

(A)Null hypothesis (H0 ):The market share of coke is higher then Pepsi. (B)Alternate Hypothesis (H1): . The market share of coke is not higher then Pepsi. (C)Let the level of significance is()= 5% which the hypothesis is tested. FORMULA Z= P*-P P(1-P) n

P=Sample proportion P*=Population proportion n=sample size The calculated value is less then value calculated from the table that is 1.96, So the null Hypothesis is accepted. CONLUSION- The Market share of coke is higher than Pepsi

3)Hypothesis
(A)Null hypothesis (H0 ):Presale is good for the company. (B)Alternate Hypothesis (H1): Presale is not good for the company (C)Let the level of significance is()= 5% which the hypothesis is tested. FORMULA Z= P*-P P(1-P)
79

n P=Sample proportion P*=Population proportion n=sample size The calculated value(1.56) is less then the value calculated from the table that is 1.96 hence hypothesis is accepted. Conclusion Presale is good for the company.

SWOT ANALYSIS

1. STRENGTHS:

DISTRIBUTION NETWORK: The Company has a strong distribution network consisting of a number of efficient salesmen, 700,000 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.

STRONG BRANDS: The 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. People all over the world enjoy coca cola products more than 1.3 billion times per day.
80

COST OF OPERATIONS: 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.

2: WEAKNESSES:

LOW EXPORT LEVELS: The brands produced by the company are brands produced world wide 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 .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.

3: OPPORTUNITIES:

LARGE DOMESTIC MARKETS: Coca-Cola India claims a 60.1 per cent share of the soft drinks market; this includes a 42 per cent share of

81

the cola market. Other products account for 18.1 per cent market share, chiefly led by Limca.

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.

HIGHER INCOME AMONG PEOPLE: Development of India as a whole has lead to an increase in the per capita income thereby causing an increase in disposable income. The beverage industry can take advantage of such a situation and enhance their sales.

4: THREATS:

IMPORTS: As India is developing at a fast pace, the per capita income 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
82

from production to consumption. Therefore, this can limit the growth of the Company and pose problems.

SLOWDOWN IN RURAL DEMAND: Low per capita disposable income, large number of daily wage earners, 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.

CHANGING OF CONSUMERS PREFERENCE: The Company should keep a eye on the changing preferences of the consumers.

PUSH & PULL STRATEGY

PUSH STRATEGY:HCCBPL is using Push strategy in which they use its sales force and trade promotion money to induce intermediaries to carry, promote and sell the product to end users i.e. consumers. For example-as HCCBPL is giving free pet bottles and other trade schemes to distributors, agency owners and retailers.

83

PULL STRATEGY:HCCBPL is also using Pull strategy in which they are using advertising and promotion to persuade consumers to ask intermediaries for the company brand product by this way HCCBPL inducing customer to order it from shopkeeper. For example-HCCBPL is using flanges, display racks, tier racks, standees, mobile hangers and visicooler brand strips.

84

10. CONCLUSION
RED is a worldwide project of COCA COLA Company. This project is playing a very important role for the company. With the help of this project, sale of the company has been increased. Because in this project there is one market developer who has to ensure that Visicooler must be on prime location, all brands must available, all brands must displayed in brand order i.e. COLOJK. All the activation elements like warm display rack, table top rack, standees etc must be available at all outlets come under RED. All these elements help the company in increasing the sales because JO DIKHTA VO BIKTA HAI Definitely when sales increase then profits also increases. With the help of this project company has increased its sale in Kanpur region and also company can measure or check the performance of each retailers working all over the world with COCA COLA COMPANY.

85

FINDINGS
1). According to the demand of outlet owners, delivery of products are not made available in the outlets. 2). Efficient brands of coca cola are not available in outlets. 3). Sales people and delivery persons do not visit the outlets on a regular basis. 4). Advertisement materials are not available in the right time at the right place i.e. Different Channels like Grocery, Convenience, E&D. 5). Many outlet owners have complains on improperly working visicooler i.e. its cooling Capacity is low or its lights are not working. 6). Improper management is seen as No mechanics visit the outlets despite of Complaints issued by outlet owners 7). Visicoolers are not placed at their Prime locations in many outlets 8). Many outlet owners express deep in satisfaction towards coca-cola as they do not get any Prize or Cash discount as they receive from other companies.

86

FACTS
The most popular flavor is Thumsup in the whole market.

Cocacola is the market leader and Pepsi is the market challenger. Thumsup has the highest sales from the Coca colas side and from the Pepsis side mountain Dew has the highest sales.

Aquafina has more sales then Kinley in mineral water segment.

Pepsi provides more schemes then Cocacola. Sprite has the fastest grownup brand in the clear lime segment in the recent years. In the off season when the sale is reduced retailers want more schemes. Minute maid has not getting good response from the market.

87

SUGESSTIONS
1. Delivery position should be maintained to get good return from the market. 2. The company must try to make different brands of Coca-Cola available at every retail outlet whether it is large or small, otherwise the consumer may go for substitute. 3. Sales People and delivery persons should properly monitor the market whether stocks are available and are properly utilized in the market or not. 4. We can provide them beautiful display racks, tablemats, menu-cards etc, containing the trademark and brand name of the company. 5. Display material should be provided to the retailers on more regular basis to increase the sales level.
6. Maintenance work of refrigerator; i.e. purity must be improved.

8. The company should take steps to replace damaged or unsellable CocaCola goods frequently from the retailers. 9. The Company employees should make direct contact with the consumers, so that they may aware with real situation of the market and consumers attitude

88

towards the product. For this they can arrange awareness camps in different locations. 10. At every petrol-pump we should install Fountain Machine. It will be helpful in generating impulse purchase and also as awareness about the products of the company among the consumers.

LIMITATIONS

89

BIBLIOGRAPHY
Kotler Philip ; Marketing management; Pearson Education; New Delhi; 2007.

Booklet of Coca-Cola India. www.Coca-Cola.com.

www.oligopoly.com

www.coca-colaindia.com www.google.com www.wikipedia.com www.ask.com www.economictimes.indiatimes.com

90

QUESTIONAIRE
NAME OF THE SHOP ADDRESS TEL. NO. . Q.1 Which brand you sell ? PEPSI COCA COLA BOTH

Q.2 why you are not selling the Coca cola or Pepsi product? Q.3 which company refrigerator you are having? PEPSI COCA COLA BOTH

Q.4 Whether the purity of the refrigerator is maintained or not? YES NO

Q5 How many brands are available in your shop in the RGB and PET Bottles? (A) COCA COLA SPRITE FANTA (B)In PET
91

In RGB THUMS UP LIMCA MAAZA

COCA COLA SPRITE FANTA MMPO

THUMS UP LIMCA MAAZA NIMBO FRESH

Q.6 which brand is preferred by the customers or which has the maximum sales? PEPSI COCA COLA

Q.7 Are you aware of the various schemes run by the coca cola? YES Q.8 Are you satisfied with the distribution network? YES Q.9 Your daily sales? 0.5-2crates 3-5 crates More than 10 crates Q.10 Do you think promotional activities can increase sales? YES NO 6-10 crates NO NO

Q11 According to you a company should improve upon? Distribution Quality Service Schemes

92

93