SUMMER TRAINING REPORT ON A COMPARATIVE SALES STUDY OF COCA

COLA COMPANY VIZ-A-VIZ ITS

COMPETITORS
SUBMITTED TOWARDS PARTIAL FULFILLMENT OF

BACHELOR OF BUSINESS ADMINISTRATION

(AFFILIATED TO CH. CHARAN SINGH UNIVERSITY, MEERUT)

(SESSION 2009-2012)
SUBMITTED BY:NAUSHE EN RASHID BBA-VI SEM. ROLL NO- 9353642

UNDER THE GUIDANCE OF:EXTERNAL SUPERVISIOR SUPERVISOR MR. SHUSHIL PATEL LOOMBA AREA SALES MANAGER GHAZIABAD INTERNAL DR. SHUCHI FACULTY IMS GHAZIABAD

INSTITUTE OF MANAGEMENT STUDIES

C-238,BULANDSHAHR ROAD,LAL QUAN,PB NO-57; GHAZIABAD-201009

PREFACE
In summer the consumption of soft drinks is more due to hot weather in this time chilled weather is needed everywhere and everybody irrespective of age difference. In the market peoples not only need water, but they want same taste too. Here comes the need of soft drinks: it has become an essential part of market as people like it in addition to the bottles, now days packages of soft drinks i.e. Tin cans. Pet packs of i.e. Litters canisters and dispensers are introduced to enhance the impact in sales. As an integral part as curriculum all BBA a participant are required to undergo practical summer training in any industry for 6 to eight weeks period. The main objective of this training is to supplement theoretical knowledge with exposure to practical operator of an organisation or industry. Candidate tale much help from this training when he get the job after completed the curriculum in this training candidate get the better opportunity to in meet the Retailer conjurer, whale sellers dealer by which candidates gain more and more information about the market. By this practical Experience candidate confident level is improved. Consequently we can say this training provide better understanding of all functional areas of management skills.

ACKNOWLEDGEMENT
Summer training is a bridge connecting the educational qualification and the professional use. It is the path leading to success by shouldering responsibilities under the careful guidance of seniors and experienced Personnel without fear and failure.

It gives me immense pleasure to take the opportunity to remember and thanks the personalities who have involved with this project work. I express my thanks and deep gratitude who are directly and indirectly associated in the completion of this project. I would like to thanks to Mr.Shushil Patel (Area Sales Manager) , Hindustan Beverage Coca Cola Pvt. Ltd. for assigning an extremely challenging project thereby giving unique opportunity to meaning full contribution of growing and vibrant organization like Coca-Cola Ltd. My sincere thanks to Dr. Shuchi Loomba for their support and help. NAUSHEEN RASHID 9353642

CONTENTS

INTRODUCTION OBJECTIVE OF THE STUDY COMPANY PROFILE- COCA COLA DISTRIBUTION CHANNEL SOFT DRINK IN INDIA RESEARCH DATA ANALYSIS & FINDINGS SWOT ANALYSIS CONCLUSION & RECOMMENDATIONS ANNEXURE- QUESTIONNAIRE BIBLIOGRAPHY

5 7 8 26 27 53 57 68 72 75 78

INTRODUCTION

INTRODUCTION

I did market research on the topic of market share of coca cola and consumer behavior and channels of distribution. The reason for selecting this topic by the company is that company wants to know his market share of coke after decreasing the selling price of all flavors in coke in the compare of Pepsi. Under channels of distribution company wants to know. The distribution of coke in compare of Pepsi, and also wants to know the retailer and whole seller are satisfied or not and also wants to know that how much retailer purchase coke by coke vehicle and how much retailer purchase coke by its own dealer. Thats why these topic given by company.

OBJECTIVES OF STUDY
The objectives of my training are:

1. To find out the market share of Coca Cola in reference to GHAZIABAD 2. To find out the market share of its competitor PEPSI in reference to GHAZIABAD 3. To find out channel of distribution of Coca Cola.

COMPANY PROFILE

NEVILL ISDELL
Chairman of the Board and Chief Executive Officer

The Coca-Cola Company

Nevill Isdell was elected chairman, Board of Directors, and chief executive officer of The Coca-Cola Company on sep 1, 2007. Mr. Isdell is the 12th chairman of the Board in the history of the Company.

Nevill Isdell, 60, joined the Company in 1969 as planning officer in the Sydney, Australia office. He held positions of increasing responsibilities throughout Asia and in 1982 was named vice president of Coca-Cola Far East Ltd.

In December 1988, Nevill Isdell was named president of the North Pacific Division and president of Coca-Cola (Japan) Co., Ltd. He moved to the 9

Company's Atlanta headquarters in 1991 to assume the responsibility of president expanded of the Pacific Group and in 1999 his responsibilities were

to include

the Company's Africa Group, and Schweppes

Beverage Division, as well as the Middle and Far East Group. Nevill Isdel was elected president and chief operating officer of The Coca - Cola Company in December 1999. He serves on the boards of Sun Trust Banks, the Boys & Girls Clubs of America, Catalyst, the CERGE-EI Foundation(Center for

Economic Research and Graduate Education - Economics Institute) in the Czech Republic, the Lauder Institute for Management and International Pennsylvania, the the Grocery Prince of Wales of

Studies at the University of

International Business Leaders Forum,

Manufacturers

America, the British - American Chamber of Commerce, the G100, the Woodruff Arts Center, the Commerce Club, and the McGraw-Hill

Companies. Nevill Isdell is a trustee of Emory University, the American Assembly and the Center for Strategic & International Studies. He is also a member of The Trilateral Commission, The Business Council, and The Business Round table. mathematics Nevill Isdell received a bachelor's degree in

from the University of New England and a post-graduate of New South Wales. He

degree in administration from the University

holds an honorary doctorate in international law from Thunderbird, The American Graduate School of International Management.

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BOARD OF DIRECTORS

Neville isdell Chairman, Board of Directors, and Chief Executive Officer The Coca-Cola Company Muhtar kent President and Chief Executive Officer The coca cola co. Ronald W. Allen Consultant to, Advisory Director, and former Chairman of the Board, President, and Chief Executive Officer, Delta Air Lines, Inc. Cathleen P. Black President Hearst Magazines Warren E. Buffett Chairman of the Board and Chief Executive Officer The diversified holding company Berkshire Hathaway Inc. Barry Diller Chairman of the Board and Chief Executive Officer 11

USA Interactive Susan B. King President, The Leadership Initiative (nonprofit consultants for leadership education) Duke University Maria Elena Lagomasino Chairman and CEO J.P. Morgan Private Bank Donald F. McHenry Distinguished Professor in the Practice of Diplomacy and International Affairs at the School of Foreign Service Georgetown University Robert L. Nardelli Chairman of the Board, President, and Chief Executive Officer The Home Depot, Inc. Sam Nunn Senior Partner in the law firm of King & Spalding Co-chairman and Chief Executive Officer, Nuclear Threat Initiative (NTI) J. Pedro Reinhard Executive Vice President and Chief Financial Officer The Dow Chemical Company

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James D. Robinson III Co-founder, Chairman and CEO of RRE Investors, LLC and General Partner of RRE Ventures GP II, LL, (private information technology venture investment firms) Peter V. Ueberroth Chairman, Contrarian Group, Inc. and Co-Chairman, Pebble Beach Company

AROUND THE WORLD

Although Coca-Cola was first created in the United States, it quickly became popular wherever it went. Our first international bottling plants opened in 1906 in Canada, Cuba and Panama, soon followed by many more. Today, we produce more than 300 brands in over 200 countries. More than 70 percent of our income comes from outside the U.S., but the real reason we are a truly global company is that our products meet the varied taste preferences of consumers everywhere

OUR PARTNERS
The Coca-Cola Company works with a wide variety of organizations to support health, fitness and good nutrition. Visit these sites for more information about positions, programs and activities. The Coalition for a Healthy and Active America (CHAA) CHAA was formed in 2003 by concerned organizations and national leaders to educate parents, children, schools, and communities about the critical roles 13

physical activity and nutrition education play in reversing the alarming trends of childhood obesity. As a non-profit national grassroots coalition, CHAA is a vigorous advocate for developing healthy and active lifestyles for America's youth. CHAA is committed to working with schools to rededicate time for physical fitness; giving parents the freedom to help their children make their own nutritional choices; building school-business model relationships that benefit our families by supporting healthy and active lifestyles; and finding solutions to childhood obesity that are both responsible and realistic American Council for Fitness and Nutrition The American Council for Fitness and Nutrition (ACFN) is a group of food, beverage and consumer products companies, not-for-profit organizations and trade associations working together to improve the health of all Americans, particularly youth, by encouraging a healthy balance between fitness and nutrition. The cornerstone of all ACFN initiatives is the idea that lasting solutions to the nation's obesity problem must be based on sound science and behavioural research. Such policies are likely to help parents and their children develop eating and exercise habits that lead to a healthier life. Grocery Manufacturers of America The Grocery Manufacturers of America (GMA) represents the food, beverage and consumer products industry on key issues that affect the ability of brand manufacturers to market their products profitably and deliver superior value to the consumer.

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International Food Information Council (IFIC) Foundation The IFIC Foundation is a public education foundation disseminating sound, sciencebased information on food safety, nutrition and health. International Life Sciences Institute Founded in 1978, the International Life Sciences Institute (ILSI) is a non profit, worldwide foundation that seeks to improve the well-being of the general public through the pursuit of balanced science. Its goal is to further the understanding of scientific issues relating to nutrition, food safety, toxicology, risk assessment, and the environment by bringing together scientists from academia, government, and industry. Kidnetic.com Kidnetic.com is a fun, interactive Web site that emphasizes healthy living achieved through a balance of physical activity and responsible eating habits. The Web site gives young people and their parents the tools and ideas to help change habits and plant the seeds for healthier families tomorrow. Kidnetic.com is a program of the International Food Information Council (IFIC) Foundation. National Association for Sport and Physical Education association for Sport and Physical Education seeks to enhance knowledge and professional practice in sport and physical activity through scientific study and dissemination of research-based and experiential knowledge to members and the public. National Soft Drink Association The National Soft Drink Association (NSDA) is the trade association for America's soft drink industry, serving the pub.

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HISTORY OF COLA

The cola industry has phenomenal possibilities for rocketing profit growth inspite of the sign of relief heaved by the manufacture at the abrupt sensational termination of coca cola monopoly the tastes of cola is by no means extinguished the coca. Cola have a status symbol to it generated by the sub standard, penetrated, advertising and extensive distribution network. Total soft drink segment is growing at the rate of 10% per year still if international standard area considered the per capita consumption of three serving in rock bottom, less than even our neighbors Pakistan and Bangladesh, where it is four more as much. So with kind of a market potential coke entered in India in 1991 after the permissions of setting up Britico Food company to coke was granted by the government in Pune in 1992 the plant was established for is deducted then the bottle are taken out of the line and cleaned again or rejected. The most important step is the mixing of drink concentrate dissolved in the soft water the sugar syrup at the same time. Carbon dioxide is passed in the drink to produce a fizz.

After the crowing of the bottle the crown contains the manufacturing data batch number and Time. After crowing the bottle, the bottle comes again at checking screen for checking the bottle.

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THE PRESENT POSITION COKE IN INDIA

Coke is a house holds name and is the lips of every one. In present time every person know the name of coca cola since india is one of biggest market and sultry summer from march the end of october and huge population has immensely helped in the sales the sales of coke in india and its making it more economical. Last years, the market share of Coca Cola was not specific. In this year companys top management adopted new policy and decreased the rate of all brands of coke. By this decision top management determined the rate of 300 ml / 7Rs. And they made a new brand of 200 ml determine the rate of this brand 5Rs. By which medium size family and lower level family can be taken the enjoy of coke. By this decision companys marketing share has been increased. In present time coke is captured approximate 70% market share in cold Dinks line. Now coke has defeated all the soft drinks company. According to service and according to advertising coke has appropriate position. It has now emerged as the winner and has a good image in the market.

Coke has even sponsored the wills cricket world cup 96 at an estimated cost of 26 crores.

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PRODUCTION PROCESS OF SOFT DRINK

The production process is highly mechanical is and automatic the raw material required for soft drink are concrete sugar syrup and treated bottled the entire process take in the following steps. The first step in the production involves conversion of hard water in the soft water. The next step is the preparation of sugar syrup in the plant itself the content of the syrup various according to the brand prepared the syrup at most can be stored for 4 hours. Then the bottle is cleaned thoroughly before is done with steam water jets and caustic soda. Bottle are then moved on a conveyor belt in a line and are closely examined in case some impurity is left. It the impurity the concentrate coke is not a now product for the indian it was there in india till 1977 but had to leave india on mass demonstration led against it, instigated by the local brands it was leaded by Mr. George Fernandes in Agrain UP so when the programme of relaunching was made, it was again (where it was made o leave the country), on the 24th October 1993 in order to a strong hold in the Indian market, it signed a pact with Mr. Ramesh Chauhan of Parle exports. Thumps Up, Limca, Gold Spot, Citra, Maaza, Bisleri Club Soda etc. at a cost of $40 million by doing so they gripped the Indian market of soft drinks and captured 65% of the entire soft drinks much that the competition was tougher and commodities was of the same standard. So the going was more tougher, but still it has managed to gain and keep in.

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KNOWLEDGE ABOUT FLAVOR

Soft drinks a mixture of co2 +sugar + concerted + soft water How to prepare soft drinks. Making of soft drink have the following process.

1. Bottle was her machine - It is a big machine controls three compartment. All the empty bottles, which collect from the market wash in this machine and prepare for retelling at new drinks. 2. Water treatment plant In this machine hard water converted into soft water which mix with converted and also treated for drinking. 3. Mixer In this machine prepare mixture of flavor and sugar. 4. Co2 - Paper co2 gas. 5. Filler- In this machine fields the empty bottle soft drinks. This machine have three nasals one for co 2 one for tretted soft water and one for flavor. This three nasals together which we drink in market.

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What is cola? Originally it was the caffeine extract of cola not grown in Brazil and syria, a commodity new banned for imports. So India manufactures have to resort to synthetic substitute for it. Thumsup contains coffin extract was not been used parliament recorded that three are no means determining whether a cola contains coffin and from what source the manufacturing are there fore with in their rights to call their drinks cola although its accept once as such depends on its consumer.

Coca Cola- Coke is cofferine extract of Cola net grown in Brazil and Syria Coca Cola is the main flavor. Of coke company. The colour of coca cola beverage is black. It is very much asked by its user. Thums UP - It contains coffeine extract and sugar it is also a sub flavor of Coca Cola. It was Domestic Brand but in present time Thums up came under the Coke Thums up merged in coke. It is also has some colour beverage. It is also asked by its brand Loyal person. Coke = Coke, Thumsup Clear lemon sprite is a clear lemon beverage. It is a basically lemon based drinks contents no fruit juice contents added flavour. In the place of sprite pepsi produce 7up and dew. Pepsi = Pepsi

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Coke = Sprite

Pepsi = 7UP, Dew

Cloudy lemon Limca comes under the cloudy lemon. It is a basically lemon based drinks contents no fruit juice contents add flavour. Limca is having very much brand Loyalty in all other Cold Drinks. Coke = Limca Pepsi = Lemon Mirinda

Mango Flavour Maaza comes under the Mango Flavour. It is a basically mango based drinks make with mango pulp and sugar. Under coke three types of Maaza Produce. Coke mango maaza Orange maaza Pineapple maaza Pepsi = Mango slick

Orange Flavour Fanta comes under the orange flavour. It is a basically orange Fanta based pure culd drink. It has three varity.

Coke Orange Fanta Green Fanta Water Melon

Soda It It is basically co2 water base drink.

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Kinely water It is pure kinely water.

FLAVOUR CHART
In Present time there are 52 brands available in the N.M. Soft Drink Pvt. Ltd.. The chart has been given below: Pack 200ml 250ml 300ml 500ml 1000 1500 2000 330ml Coke Pm C C C C C C T Om T T T T T T Li Wm Li P F L L L L F FF Li F F F F S ST S S S S So So C Glass Bottle T L F PET Plastic bottle (NRB) NRB Non Retable bottle RGB = Returnable glass bottle C= Coke T = Thumpups l = Limca F = Fanta So = Soda

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PRACTICAL WORK

Coke

Pepsi

Cola

Cola (Pepsi)

Coca Cola Orange (Fanta)

Thumps up

Orange (mirinda)

Fanta Orange

Fanta Green Apple

Fanta Water melon Clear lemon (Sprite) Clear Lemon (7UP)

Cloudy lemon (Limca)

Cloudy Lemon (Lemon Mirinda)

Fruit (Maaza)

Fruit (Slice)

MAAZA ORANGE MAAZA LEMON

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Maaza Pineapple Soda (Kinley) Kinley Water (Kinley)

Soda (Lehar Evervess)

Kinley Water Aquafina

CHANNEL OF DISTRIBUTION
OUT LINE DYGRAM OF DISTRIBUTION CHANNEL OF COCA COLA Company Manufacturing goods Distributors

Dealer

Company Vehicle

Retailer

Retailer

Consumer

Consumer

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DISTRIBUTION CHANNEL
Distribution means supply of goods from company to its ultimate user. After manufacturing the product the important work for the is to provide its goods to its ultimate user at the right time and when manufacturing process has been over. Than marketing work will be start by the marketing Department adopt the policy for providing goods to the consumer at the right time and place. Distribution means the way be which the product reach to the hand of consumer these all process comes under the Distribution of Network. Good distribution network is essential for more sailing and customer satisfaction. If customer or retailer is not satisfy of your distribution net work. It reflect that companys Distribution is not good and some thing is wrong any when. The Distribution of Coca Cola of best. Company dont want to take any type of risk so they have made the distributor in different 2 areas. Distributor take the flavors from the company and deposit all the payment in advance by this process company get all the money at the right time. Distributor establish all the goods in bare house company is appointed 2 or 3 executive for marketing. Executives are getting the salary from company. But sales man helper, loader, appointed by the Distributor. Distributor is liable to give the salary to the sales man helper, loader and clerk the sales man do the work under the pressure of Executive. From the bare house company launch the flavors in the market. The flavor reach in the market to the retailer by two medium. 1) 2) By the company vehicle Dealer

Company vehicle and dealers both provided the flavors to the Retailer. Retailer sales the flavor to the consumer. This is the good marketing strategy 25

SOFT DRINK MARKET IN INDIA

Today India is one of the most potential markets, with population of around 1000 million people, the Indian soft drinks market was only of 200 cases per year. This was very low even compared to Pakistan and Philippines. Population and potential market are two major reasons for major multinational companies of entering India. They feel that a huge population coupled with low consumption can only lead to an increase in the soft drink market. Another increase in the sale of soft drinks in the scorching heat and the climate of India, which is suitable for high sale of soft drinks. All these factors together have contributed to a 30% growth in the soft drinks industry. If the demand continues growing at the same rate, within two years the volume could touch 1 billion cases. All these factors are the reasons for the entry two giant of the soft drink industry of the world to enter the Indian market. These two giants Pepsi and Coca-Cola, Themselves share 96% of the soft drink market share. Rest is shared by Cadburys Schweppes, Campa Cola and other soft drink brands. But was the scene same 20 years ago? The answer is No. 1977 was the year of pure soft drinks Campa cola and Parle people (Thums up and Limca). Soft drink consists of a flavor base, sweetener and carbonated water. In general terms non-alcoholic drinks are considered as soft drinks this name soft drink was given by americans as against hard which is mainly alcoholic. The major participants involved in the production and distribution of soft drink are concentrate and syrup producers, bottlers and retail channel. Concentrate

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producers manufacture basic soft drink flavors and retail channel refers to business location that tells or serves the products directly to consumers. Soft drink is not a product, which a person plans to buy before hand, but is an impulse purchase. Lots of sale depends upon the strength of merchandizing done at the point of sale. It all begin in 1977, a change in government at the center led the exit of cocacola which preferred to quit rather to dilute its equity to 40% in compliance with the Foreign Exchange Regulation Act (FERA). The first national cola drink to pop up was double seven. In the meantime, Pure Drinks, Delhi on cokes exit, switched over to Campa Cola. The beginning of 1980s saw the birth of another cola drink, Thums up, Parle the Gold spot people, launched it in 1978-79, as Refreshing Cola. By the mid-eighties Mc Dowells launched Thrill, and by the late eighties there was Double Cola, which entered in India market, as a NRO-run out fit with its plant in Nasik { Maharastra }, in 1978 Parle, Indian soft drinks market (share 33%) with its gold spot and Limca brands. Later Thums Up also started Thums Up. At the same time the threat to the Indian soft drinks was that of fruit drinks. In 1988, fruit drinks market was valued at Rs. 40 crores and grew at the rate 20%. Coca-Cola entered Indian by buying up to 69% of the 1,800 crore soft drink market { i.e. 5 Parle Export brands of Thums Ups Limca Gold spot, Citra & Maaza }.Today the scene has changed making it a direct battle between two giant Coca-Cola and Pepsi. The picture will become clearer by looking at the India market shares in the beverage industry.

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One of the strongest weapons in Coke armory is the flexibility it has empowered its people with. In Coke every employee, may he be a manager or salesman, have an authority to take whatever steps he or she feels will make the consumers aware of the brand and increase its consumption. Thus Coke believes in establishing and nurturing creditability of the salesman and making commitment to grow business in accounts. All these factors together led to a high growth in the Indian market and constantly increasing market share.

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COMPETITIVE ARENA
The soft drink market all over the world has been witnessing a neck to neck battle between the two major players, Coca-Cola and Pepsi since the very beginning. The thirst quenchers are trying hard to have the major chunk of the pie of carbonated soft drink market. Both the players are spending their energies in building capacity, infrastructure, promotional activities etc. Coca-Cola being 11 years older than Pepsi has dominated the scene in most of the soft drink markets in the world and enjoying leadership in terms of market share. But the Coca-Cola people are finding it hard to keep away Pepsi, which has been narrowing the gaps regularly. The two are posing threats to each other in every nook and corner of the world. While Coca-Cola has been earning most of its bread and butter through beverage sales, Pepsi has a multi products portfolio with some portion from the same business. The two warriors are face to face once again here in india with different strategies and tactics to attack the rival. Coca-cola is focusing upon the joint ventures with the existing bottlers { fobo } franchise owned bottling operations to enhance its control on manufacturing and marketing of its products range and attain the quality standards of its class. Countering it pepsi has taken the battle in its own hands by floating as investment of $ 95 billion to set pepsi company. India holdings, as subsidiary for { cobo } company owned bottling operations. Both the companies are following different path to reach the same destiny i.e. To fetch the bigger portion of aerated soft drink market. Both consider india a huge potential market, as per capita consumption here is a mere 3 serving annually against the world average of 80. Therefore, they are putting in their best efforts to woo

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the indian consumer who has to work for 1.5 hours to buy a bottle of soft drink. In comparison to the international norms minutes, a major hurdle to cross over for both the athletes for getting no.1 position comparison to the inter. Coca-cola is well set with its 53 bottling sites through out the country giving it an edge over competition by processing a well-built bottling and distribution set-up. On the other hand, pepsi, with two more years in india, has been able to set an image of a winner in india and has been able to get the pulse of the india soft drink market. The soft drink giants are leaving on stone unturned and her for the long terms. Coca-cola has been penetrating the market through its wide product range with a determination to change consumption pattern of soft drink in india. Firstly, they upgraded the whole industry by introduction 300 ml bottles, which in turn had given the industry a booming growth of 20% as compared to the earlier 5%. They want to develop a coca culture here and are working on a strategy to offer soft drink in every possible package. In coca-cola camp, the idea of competition has not come from pepsi, but from the other beverages such as tea, coffee, nimbu pani, water etc. Pepsi is quite aggressive in its approach to indian consumer. They are desperately working on the strategy to be winners in the hot cola war between two big barons. According to pepsi philosophy, its the madness that encourages executive to think, to conjure up those creative tactics to knock the fizz out their competition. Pepsi had plumbed a large on the visibility of its blue red and white logo. They have been going with aggressive marketing by putting amir khan, akshay kumar and their advertisement to endorse their brand, the role models for its targeted consumer the teenagers. They have increased the fizz in the market place by

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introducing the dispensers called fountain pepsi and has been enjoying a lead over its rival there. Coca-cola on the other hand, has been working on the saying slow and steady wins the races side by retailing to every more of its competitor. They have procured the shield of thums up with a handsome market share in indian soft drink market. Countering pepsis international commercial that used two chimpanzees to cock a snoop at coke, thums up come with the ad line, dont be bandar, taste the thunder. Also thums up has been positioned now very near to that young image of pepsi and giving it a though time. These cool merchants have put everything on fire. It coke got the status of the official drink of wills. World cup, pepsi blushed as nothing official about it. As thums up projected as saaree jahan se achcha pepsi was passionate enough with freedom to be and now the yeh dil mange more when thums up came with thunder blast, the other offered pepsi stuff card. If red is meant for coke, pepsi has chosen to be blue.

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COKES MARKETING STRATEGIES

Coke decides on its marketing strategies at a national level and lends them a local flavor. For example, while festival mood plays a strong role in marketing, it is activated for Durga Puja in Calcutta, Dandiya in Gujarat, etc., Coke has its focus on the youth market in India. As a first step toward catching the attention of the youth, coke signed on cricket heroes Saurav Ganguly and Javagal Srinath. It slowly started

talking about youth passions like cricket, films, festivals and food. Soon the advertisements started giving the message, Eat Cricket, Sleep Cricket, Drink only Coca-Cola And now it has started modifying film hits to frame catch lines that appeal to the youth. This particular strategy has worked well for coke. Coke is focused on distribution to ensure that its products are within customers reach. And it saves its focus has begun to pay it dividends. As per mid-1998 figures coke is selling as many bottles in the hinterland of punjab as it does the four metros.

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THE FUTURE OF COCA COLA

While doing business overseas offers coke wonderful growth opportunities it also has its own disadvantages. The economic slowdown in various overseas markets and the strong dollar had their impact on coca-cola revenues and bottom line in 1998. But the company optimistic about the future. M Douglas Investor, the Chief Executive Officer of the Coca-Cola Company says, This past year 1998 has been a challenging period for the Coca-Cola Company as economic environment became more uncertain in the later part of 1998, we strongly believe that our fundamental opportunities for long term growth have not changed. As long as maximization of share holder wealth remain Cokes focus for its future is assured Goizueta had stated and proven to the world that focus on shareholder wealth does more good to the company than focus on revenues and it is not that coke does not enjoy volumes for it is worlds No.1 soft drink manufacture. It is not content with this title and is aiming at higher volumes year after year. Surely coke will continue to grow. Point on Roberto had reduced the company basically to its trademark and the returns are so astronomical as to be off the boards. It just absolutely added a jet engine to their performance.

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COCA COLA GLOBALIZATION STRATEGIES

The coca-cola company is global player and approximately 70 % of its volume and 80 % of its profit come from outside the united states of america. Although it was perceived as a standardized brand across the world, cocacola had been quietly fine turning its international marketing strategies to suit the needs of individual national markets. Only the brand coca-cola, sprite and fanta were marketed globally. In latin america and europe, where a heavy consumer preference existed for lemon lime and orange sodas. Coke had developed a wide range of formulations and flavors to cater the needs of different countries. In ei salvador and venezuela, a version of fanta called fanta kolita a cream soda type of drink became extremely popular. Similarly, in indonesia coke had been selling pineapple and banana limca, maaza and thums up in 1993.

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A 100 YEARS OF THE CURVY GLASS BOTTLE OF COCA COLA

Coca-Cola Company marks a mile stone on Wednesday, 24 th March 1899 Chattanooga; Tenn where its first bottling plant was started 100 year ago by two men struck one of the most lucrative business deals in US history. Joseph whitehead and benjamin thomas offered coca-cola company owner asia candler a dollar for the right to bottle soft drinks in 1899. Today 1 billion soft drinks are sold each day in more than 200 countries around the world. Candler had purchase what would become the cola company for $2,300 eight years earlier from john pemberton, an atlanta phamacist who astonished the world. Candler though the bottling venture would never succeed, but he signed the contract with white head and thomas any way, and the rest is history, bob lovell, vice president of marketing for coca-cola bottling company. United inc., said in telephone interview from chattanooga. Lovell said thomas had seen cuban fields hand drinking pina fria a pineapple beverages, from bottles while he was Stationed in cuba during spanish american war. When he returned to chattanooga, he decided to pitch the idea of bottle soft drinks to coke, which was then sold only as a fountain beverage. it occurred to him that coca-cola in bottles would be very popular, lovell said, mr. Candler did not see any future in it because the containers were not sound, but thats how it all came about. thomas and whitehead promised to pay one dollar for the right to bottle coca-cola, but legend has it that no money changed hands. 35

COKES BOTTLING STRATEGIES

In the soft drink business the bottlers are responsible significant extent for ensuring the availability of the products. Bottlers are supplied with concentrate to which they add aerated water and bother ingredients before packing and sealing either cans or bottles. Bottlers play a strategic role in the success of soft drinks companies and this was not far from Goizuetas mind. In 1986 the company merged some of its company owned bottling operations with two large ownership groups that had been put up for sale. All these bottling activities were combined to from its own subsidiary Coca-Cola Enterprises (CCE) to handle bottling operations. The Coca-Cola Company took 49 percent equity stake in Coca-Cola Enterprises enabling it to retain its own balance sheet.

PROMOTION : THE COCA-COLA WAY

Goal for the 2011 TO PLACE COCA-COLA WITHIN AN ARMS REACH OF DESIRE. Consumer activity clusters : Grocery shopping Other shopping & services Eating and drinking Entertainment / Recreation / Leisure Travel / Transportation / Hospitality Educational At Work

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The 3As :The strategy for reaching in creasing numbers of consumers in India is based on the belief that consumers will buy our products it they are Available, Affordable and Acceptable. Strategies for the 3As Focus on the consumer and customer. To provide quality customer services, and caring about the quality of performance in respective jobs. Caring enough about what we do, to it the best we know how.

The 3As is Coca-Cola underlying strategy for meeting its goal to reach increasing numbers of consumers. How does coke position its limited resources to help meet its good. Let us explore the specific ways in which the Coca-Cola system addresses each of the 3As :Availability Some of the ways in which the Coca-Cola Company hopes to increase availability of its product include improved or innovative packaging, dispensing systems, distributions system, marketing.

Affordability The ways to address affordability include pricing decisions, as well as resource management. To make its product available at a price affordable to the consumer. Continually processes more efficient and therefore more costeffective.

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Acceptability Making coca-cola brand products the beverage choice for any occasions depends on a variety of strategies to reach the target audience. The common strategies adopted to effect acceptability were though sponsorships, promotion youth market activities, community programs, and other activates.

DISTRIBUTION IN THE COCA-COLA SYSTEM

Getting Products to Market One of the value of the coca-cola system is presence that coca-cola should exist everywhere. In the words of former CEO-India operations Richard Nicholas, Our goal is to have coke available within an arms reach of desire. To fulfill this gool, coca-cola not only produces products, but also has an effective systems to distribute them all over India.

Distribution
Distribution sales + delivery + merchandising + local account management. Distribution of Cokes products includes the activities of sales, delivery merchandizing and local accounts management. These are two major types of distribution systems :(i) Direct and Indirect In direct distribution, the bottler partner direct control over the activities of sales, delivery, merchandizing and local account management.

In indirect distribution, an organization which is not a part of the cocacola system has control of one or more of the distribution elements (sales, merchandizing and local accounts managements).

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With direct distribution there are two types of sales :Advanced sales and conventional sales. In conventional sales, all the distribution activities (Sales, Delivery, Merchandizing and Local Accounts Management) are performed by the same persons. In advanced sales, sales and delivery are performed by different people within the coca-cola system. Difference between a customer and a consumers. a consumer is some one who drinks coca-cola products. A customer is a business location which sells or serves coca-cola products to consumers. Merchandizing One the products are delivered to the customers they are promoted at the point-of-purchase to maximize the companys sales opportunities,

merchandizing involves looking at the presentation of the products through the eyes of the consumers. It is an on-going process that help the company present its products properly to the consumers in the market place for instance, is the display attractive? Are the product neatly organized. Presenting the products Coca-cola presents its products for sale in four different ways. They are as follows : Secondary display Coolers Vending machines Post mix / pre mix 39

Indias relationship with coca-cola Just after independence, the maharaja of patiala oversaw his coca-cola hoarding from his huge, ornate palace, coca-cola export representative frank harrold, was awed by the maharajas opulent life style. In 1993 after coca-cola returned to india after a 16 year absence ( george fernandes threw the company out of the country in 1977 on the pre text that it had refuse to divalge its formula to indian officials), ceo of the coca-cola company, robesto boirueta salivated over a virtually untapped market of 840 million people.

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FUNCTION OF PLANT

FIRST PROCESS Water Treatment RAW WATER SOFT WATER (Water direct from Tube Well) (Making bacteria free by using lime stone, bleaching powder and FeSo4) T.T. WATER Raw Syrup Room (Treated tank water)

T.T. Water

Sugar MIXING

85%

Multi State Filtration

Ready Syrup Room

RAW SYRUP

One Unit concentrate makes 100 crates

Coke

Thums Ups

Limca

Fanta

Ready Syrup

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Ready Syrup

Aramix Plant

+ Ready Syrup T.T. Water

+ CO2

SOFT DRINK IS READY

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SECOND PROCESS

BOTTLES ARE LOADED

ON THE CONVEYER BELT

(Bottle which can not be First Light Inspection cleaned pick out from the Row)

Water washing Process Prerinse Compartment Water Washing with Soft Water (2% Castic tem 60OC with soft water) Prewash 65OC Soft

Water wash Socker

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70OC Soft Water wash with 3.5% Castic

Hydro compartment

(Removing Causitc, by 45 OC soft water

(PrefinalWash)

Final Wash

(Washing soft water)

Clean Bottles

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(Compressed Filling) Clean Bottles + Clean Bottles

Bottled Soft Drink

Clean Bottles

Printing Date and Price

Third Light Inspection FINALPRODUCT

Soft drink is ready

TECHNIQUE INVOLVED IN DEFINING PROBLEMS

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OBSERVE THE PROBLEM Under this investigate by own observation without interview is the respondent. This also adopted by me by observation data can be collect more correct. It is depend upon ability of investigator.

COLLECT THE PROBLEM After collecting the data I considered that what is the problem for the company and when company ants to know his weakness.

ANALYSING THE PROBLEM After collecting the problem I analysis the problem such as how many problems are general and how many are different from others and how many problem is considerable and solvable.

TAKE SOLUTION After analyzing the problem I sow that 90% problem was general and I found 20% problem personal and I was found 10% problem as Genuine which is considerable and soluble. General solution solve the journal problem remaining 10% problems solution we found and then after we implement the solution.

APPLICATION OF SOLUTION After founding the solution we apply the solution and satisfy the customer & consumer.

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GUIDELINES FOR CONSTRUCTING QUESTIONNAIRE / SCHEDULE

The researcher must pay attention to the following points in constructing an appropriate and effective questionnaire or a schedule: (1) The researcher must keep in view the problem he is to study for it provides the starting point for developing the Questionnaire / Schedule. He must be clear about the various aspects of his research problem to be dealt with in the course of his research project.

(2)

Appropriate from of questions depends on the nature of information sought, the sampled respondents and the kind of analysis intended. The researcher must decide whether to use closed or open-ended questions. Questions should be simple and must be constructed with a view to their forming a logical part of a well thought out tabulation plan. The units of enumeration should also be defined precisely so that they can ensure accurate and full information.

(3)

Rough draft of the Questionnaire / Schedule be prepared, giving due thought to the appropriate sequence of putting questions.

Questionnaire or schedules pervasively drafted (if available) may as well be looked into at this stage.

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(4)

Researcher must invariably re-examine, and in case of need may revise the rough draft for a better one. Technical defects must be minutely scrutinized and removed.

(5)

Pilot study should be undertaken for pre-testing the questionnaire. The questionnaire may be edited in the light of the results of the pilot study.

(6)

Questionnaire must contain simple but straight forward directions for the respondents so that they may not feel any difficulty in answering the questions.

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GUIDELINES FOR SUCCESSFUL INTERVIEWING

Interviewing is an art and one learns it by experience. However, the following points may be kept in view by an interviewer for eliciting the desired information: (1) Interviewer must plan in advance and should fully know the problem under consideration. He must choose a suitable time and place so that the interviewee may be at ease during the interview period. For this purpose some knowledge of the daily routine of the interviewee is essential.

(2)

Interviewers approach must be friendly and informal. Initially friendly greetings in accordance with the cultural pattern of the interviewee should be exchanged and then the purpose of the interview should be explained.

(3)

All possible effort should be made to establish proper rapport with the interviewee; people are motivated to communicate when the atmosphere is favorable.

(4)

Interviewer must now that ability to listen with understudying respect and curiosity is the gateway to communication, and hence must act accordingly during the interview. For all this, the interviews must be intelligent and must be a man with self-restraint and self discipline.

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(5)

To the extent possible there should be a free-flowing interview and the questions must be well phrased in order to have full cooperation of the interviewee. But the interviewer must control the course of the

interview in accordance with the objective of the study.

(6)

In case of big enquiries, where the task of collating information is to be accomplished by several interviewers, there should be an interview guide to be observed by all so to ensure reasonable uniformity in respect of all salient points in the study.

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TECHNIQUES FOR SALES PROMOTION

1) Product availability 2) 100% rich 3) Good relation 4) Warm display 5) Cold display 6) Proper singer 7) Rich at one time 8) Fulfill your commitment

1) Product availability It means all the flavor of coca cola should be available at one time. By which customer can able to give any flavor to the consumer and can give the satisfaction.

2) 100% rich - it means. Company top management always should always worry about the quality of all the brands. If any organisation wants to service in the market and wants to better image then quality play a very integral role so for sales promotion quality should by 100% good.

3) Good relation companys executive, sales man should make good relation from dealer, whole seller and retailer. There is only 20% brand loyal person. Remaining 80% impulse selling is going on. It means in

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india in cold drinks line which ever brand consumer see first of all that brand will demanded by user. The selling is high that particular brand. So i want to say that if. The executive relation will goods from dealer, whole seller retailer. Then he will arrange coke brands on front of shop by which coke selling will improve. 4) Worm display 5) Cold display

Proper shin age - proper shin age also play a key roll in more selling.

Fulfill your commitment if executive promise to the customer of any type. Then executive shovel fulfill his promise, such as. Executive say that to the retailer if you will sell 1000 carrot in this month then i will give you a coke fridge. If retailer has sold out 1000 carrot in the a month then executive should fulfill his commitment. By this manner selling will also improve.

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RESEARCH METHODOLOG Y

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RESEARCH

OBJECTIVE OF RESEARCH The main aim of research is to final out the truth which is hidden and which has not been discounted as yet. The purpose of research is to discover answers to questions through the application of scientific procedures of collecting the data.

METHOD ADOPTING IN THE RESEARCH

Personal interview method Adopted the personnel personal interview method in this method we made a questioner with this questioner we used to go in the market and see the customer one by one. First of all we used to give the introduction with smile enthusiastic and with proper eye contact and demand to give 2 or 3 minute to fulfill his questioner and then after we started to put the questioner at the retailer and completed the questioner. This method is most appropriate method for collecting the data. By this method researcher get the actual report

TECHNIQUE INVOLVED IN DEFINING PROBLEM

1) Observation the problem 2) Collect the Problem 54

3) Analyzing the Problem 4) Take Solution 5) Application the Problem 6) Solving the Problem OBSERVE THE PROBLEM Under this investigate by own observation without interview is the respondent. This also adopted by me by observation data can be collect more correct. It is depend upon ability of investigator.

COLLECT THE PROBLEM After collecting the data I considered that what is the problem for the company and when company wants to know his weakness.

ANALYSING THE PROBLEM After collecting the problem I analysis the problem such as how many problems are general and how many are different from others and how many problem is considerable and solvable.

TAKE SOLUTION After analyzing the problem I saw that 90% problem was general and I found 20% problem personal and 10% problem as Genuine which is considerable and soluble. General solution solve the journal problem remaining 10% problems solution we found and then after we implement the solution.

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 APPLICATION OF SOLUTION After founding the solution we apply the solution and satisfy the customer & consumer.

MARKET SHARE OF COCA COLA IN THE MARKET

In Present situation of Coca Cola is very good in the market. The company have good market share app. 67% and remain 33% market share covered by his close competitor Pepsi in this Area. Last years situation was not that. Last years market share of coca cola and pepsi was app. Same in the market but in this year company adopted new strategy and provided good service and provide more and more customer satisfaction company top management have taken a good decision in this year. Decision was that all the flavors rate should be decreased by which lower level people can be taken the enjoy of coke and the company provided a new flavor of 200 ml in the birth rupees of 5 . This brand have got good position in middle level and lower level family so by the virtue of good strategy company have got good market share app. 67% right now coke position is much more strong. Comparison to pepsi.

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DATA ANALYSIS & FINDINGS

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COMPETITIVE MARKET SHARE

Q1) Cola Pepsi Coke Thumsup = = = 45% 35% 20%

20% 45%

35%

Pepsi

Coke

Thumsup

INTERPRETATION: Acc. to the data collected from respondent and by analyzing them, we get to know that the Market share of Pepsi is 45%, Coke is 35% and Thumsup is 20% in COLA flavour.

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Q2) ORANGE Fanta Mirinda = = 75% 25%

25%

75%

Fanta

Mirinda

INTERPRETATION: Acc. to the data collected from respondent and by analyzing them, we get to know that the Market share of Fanta is 75%, Mirinda is 25% in ORANGE flavour.

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Q3) Cloudy Lemon Limca = 80% = 20%

Lemon Miranda

20%

80%

Limca

Lemon Mirinda

INTERPRETATION: Acc. to the data collected from respondent and by analyzing them, we get to know that the Market share of Limca is 80%,and Lemon Mirinda is 20% in CLOUDY LEMON flavour.

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Q4) Clear Lemon Sprite = 7UP 75% = 25%

25%

75%

Sprit

7UP

INTERPRETATION: Acc. to the data collected from respondent and by analyzing them, we get to know that the Market share of Sprite is 75%, and 7UP is 20% in CLEAR LEMON flavour.

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Q5) Mango Maaza Slice = = 80% 20%

20%

80%

Maaza

Slice

INTERPRETATION: Acc. to the data collected from respondent and by analyzing them, we get to know that the Market share of Maaza is 80%, and Slice is 20% in MANGO flavour.

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Q6) Soda Kinley Lehar = = 50% 50%

50%

50%

Kinley

Lehar Evervess

INTERPRETATION: Acc. to the data collected from respondent and by analyzing them, we get to know that the Market share of Kinley is 50%, and Lehar is 50% in MANGO flavour.

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Q7) Can Coke Pepsi = = 40% 60%

40%

60%

Coke

Pepsi

INTERPRETATION: Acc. to the data collected from respondent and by analyzing them, we get to know that the Market share of Coke is 40%, and Pepsi is 60% in CAN Market.

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Q8) PET Coke Pepsi = = 60% 40%

40%

60%

Coke

Pepsi

INTERPRETATION: Acc. to the data collected from respondent and by analyzing them, we get to know that the Market share of Coke is 60%, and Pepsi is 40% in PET Market.

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Q9) Purify Water Kinley Aquafina = 80% = 20%

20%

80%

Kinley

Aquafina

INTERPRETATION: Acc. to the data collected from respondent and by analyzing them, we get to know that the Market share of Kinley is 80%, and Aquafina is 20% in PURIFY WATER Market.

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Q10) Total Product Coke Pepsi = = 63% 37%

37%

63%

Coke

Pepsi

INTERPRETATION: Acc. to the data collected from respondent and by analyzing them, we get to know that the Market share of Coke is 63%, and pepsi is 37% in TOTAL PRODUCT Market.

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SWOT ANALYSIS

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SWOT ANALYSIS

STRENGTH Company product having a good brand name and trade mark. So that there is no such problem for convenes the user.

Being a franchise company product trade mark. Thats why its scope is worldwide.

Coca cola capturing near about 69% market in cold drinks line remaining 31% captured by its main competitor Pepsi. The reason behind that good supply and its all flavor like Thumsup, Limca, Fanta, Maaza and Sprite also asked by the user in Sahibabad Area.

Coca Cola good Brand Image not only in India rather all over the world. Thats why there is no need of Advertisement.

Company marketing policy is consumer oriented by doing mentioned M.R.P. and manufactured date.

WEAKNESS The main weakness of the company is that company is not in position of provide all flavors to the customer daily or at a one time.

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Customer is not happy from company marketing policy. He wants company will start special discount program or increase maximum retail price.

Most of the retailers problem is that no. company person comes at the shop for listening the problem.

Company top management not declare the scheme before one or two days. Thats why scheme catalogue not prepared by the lower level management. In this way retailers are not satisfy for company policy.

Company management is not doing any thing for retailer. If management is not provide any relief then he will increase M.R.P.

OPPORTUNITIES
Company can increase his product selling by increasing plant capacity and manufacturing capacity. Being a seasonal selling product provide all the flavor to the customer in hot session very necessary. It is the opportunity for the company.

By providing better goods & services company can increase his market share.

In present now the competitors are very less so that company can compromise its main competitor Pepsi and can take maximum profit.

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THREATES

Company should do something for customer interest. Providing beneficial scheme and good relation to customer other wise its other competitor will develop and they will capture its market.

Cold Drinks selling is very much depend on customer or retailer so that retailer is not happy than sale can be effected in future.

In this time only two or three competitor are existing in the market. In the future the competitor can increase. So that company should prepare some future plan for maintaining its market share.

Some domestic competitor can develop in the market. Company should prepare long term future plan for permanently existing in Host Country.

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CONCLUSION & RECOMMENDATIONS

Company should prepare future plan for maintain selling in market. Because company competitor can increase and can capture the market.

Company should provide special benefit to the retailer. Other wise his interest will go down from cold drinks.

Present time competition is not high in this line because its competitor is only Pepsi. So that company can do compromise with Pepsi and both can increase products M.R.P.

Company should appointed a special representative for listening retailers problem and solve them. He can also find out some shortcomings of salesman & others.

In case of cold drinks selling mostly depend on retailer. So that his satisfaction needed.

Test of all flavor like, Coke, Thumsup, Limca, Fanta, Maaza and Sprite should also good.

Defected goods should be returnable or changeable.

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Good execution is a main factor in more selling good execution improves selling.

Sales executive & salesman relation and good behavior also provide effective guidelines in increasing selling.

For more selling company person should fulfill his commitment.

In Cold Drinks line brand loyalty found only 20%. So that which will be visible that will salable.

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The serving tray the art work of popular magazine illustrator hamilton king in 1913. T h i s t r a y v a l ue d a t o v er $ 1 00 0 .

The famous Sprite Boy was created by noted artist Haddon SNOBOL and was used for the first time in 1942 advertising to introduce the name Coke.

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QUESTIONNAIRE
Thank you for your kind cooperation Name Profession Age Contact No ___________________________________ ___________________________________ ___________________________________ .___________________________________

(1) In Cola flavor, which product have maximum market share? a. Pepsi b. Coke c. Thumsup [ [ [ ] ] ]

(2) In Orange flavor, which product have maximum market share? a. Fanta b. Mirinda [ [ ] ]

(3) In Cloudy Lemon flavor, which product have maximum market share? a.Limca [ ] [ ]

b. Lemon Mirinda

(4) In Clear Lemon flavor, which product have maximum market share? a. Sprite b. 7 UP [ [ ] ]

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(5) In Mango flavor, which product have maximum market share? a. Maaza b. Slice [ [ ] ]

(6) In Soda flavor, which product have maximum market share? a. Kinley b. Lehar [ [ ] ]

(7) In Can Market, which product have maximum market share? a. Coke b. Pepsi [ [ ] ]

(8) In PET Market, which product have maximum market share? a. Coke b. Pepsi [ [ ] ]

(9) In Purify water Market, which product have maximum market share? a. Kinley b. Aquafina [ [ ] ]

(10) In Total Product Market, which product have maximum market share? a. Coke b. Pepsi [ [ ] ]

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BIBLIOGRAPHY

Internet site Record of Hindustan beverage cococola pvt ltd. News items of English dailies . The Times of India The Telegraph The Economic Times

Advertisement on coke products. Advertisement on Pepsi product. Consulted Libraries Consulted Books Research for marketing Decision by P. Green, D.S. Tull, G. Albaum Marketing Management -Phillip Kotler.

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