SUMMER INTERNSHIP.

PROJECT ON
RIGHT EXECUTION DAILY AND DISTRIBUTION
SYSTEM
AT
HINDUSTAN COCA COLA BEVERAGES PRIVATE
LIMITED

In the partial fulfillment of MBA FROM IMS MAHATMA

GANDHI KASHI VIDYAPEETH,VARANASI 2011-13

Submitted to:by:Mr.SAMIR MADAN

pandey
CAPABILITY DEV. EXE.
HCCBPL,VARANASI

Submitted
anup
mba 3rd Sem
IMS,M.G.K.V.P
VARANASI\

Acknowledgement
I am glade to bring out this project report. I
realized my duty of healthy thanks to all those who
helped me in bringing about this project and
convey my heartiest gratitude towards all of them.
I am extremely gratified to my faculty PROF- Amit
rai for their kind supervision and guidance as well
as their cooperation to complete this project in the
best way. I pay my gratitude to our DEAN-Dr.K.K
AGRAWALfor giving me a nice opportunity as well
as their kind attitude towards this work. I also want
to thank all my Company guider
Mr.SAMIR
MADAN(C.D.E) Mr.RAM SINGH(S.T.L)&Mr.PAWAN
SINGH(M.D)who helped me directly or indirectly. I
am obliged & pay regards to my institution for
giving me such a kind opportunity to make this
project to present my talent before the world.
At last but not the least I would like to thanks
my PARENTS in the absence of whom this work
could never be possible.

Declaration
I
ANUP PANDEY
S/o SHYAM NARAYAN
PANDEY hereby declare that this project report
titled A study of Personnel productivity, is an
authentic work done by me as complementary
part of MBA program. Not it is not a duplicate work
of readymade assignment of others.
On being proved so I myself will be liable for
consequences.

ANUP PANDEY
(MBA IIIrd SEM)

CHAPTER -1

Executive Summery ------------------------2

Rational of the Study------------------------3
Objective of study ---------------------------4
My Role in Project---------------------------6
About organization---------------------------8
Coke in India ---------------------------------10
Beverage Industry ---------------------------13
Product Highlight-----------------------------16
Distribution Network -----------------------26
Competitors to HCCBPL----------------------31
Coca cola and Pepsi Indian market ---------33
Brands of Coca cola ----------------------------55
Product Profile-----------------------------------57

Coca-Cola launches 'Maaza Milky Delite'-----------63

Coca cola India Growth (2009-2010)--------68

President s Profile------------------------------69
2010 common wealth games ------------------71
India Launches Limca Book of Record Quiz2010-----73

Executive summery
Over the last few years, hundreds of companies have greatly improved their performance &the graph of
growth through superior sales promotion services. Today many companies are building on these foundations
and are tuning their products in Soft drink segment into a formidable competitive weapon. Sales Promotion
services have become a subject of huge interest in recent years.

Sales Promotion Services is growing because:

In the face of ever-increasing competition in organizations feel, it is important to build reliable & sustainable
processes with focus on strong relationships with customers.
Significant revenue & profit gains can be made from successful Sales Promotion Activities that improve
efficiency & help serve customers better & faster.

The different distribution channels are as follows:"

1 Eating & Drinking

2.Convenience

3.Grocery

Activation is the key part of Coca-Cola marketing strategy

Company believes that soft drink sell is not a planned sell it's a impulse buying, and activation create
impulse for buying
For improvement of Coca-Cola market, a proper research work has done.
Sales Promotion Strategies are offering new & better ways of addressing industries objectives.
Coca-Cola has developed a unique sales promotion strategy that offer a unique way to increase the sales of
the soft drink.

RATIONAL OF THE STUDY

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

OBJECTIVES OF STUDY
To measure the performance of distributors in the outlets.
Reasons/causes for the low sales by the retailers.
To advertise the various products of the company.
To find out the present sales status of Thums Up, Coke, Sprite, Limca, Fanta,
Maaza at the retail outlets in the area..

To collect data from retailers for the activation of new channels of distribution.
To study the pre-sale concept of the coke.
To ensure the availability and visibility of the product.
To analyze the effect of scheme

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.
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 helps to fond out the problem of the counter and to find out the requirement for more sales.
Helps to maintain the outlets in a well-designed way to attract the consumers.

SIGNIFICANCE OF THE STUDY

This project is helpful to find out the sale trends of the coke products and its
effect on consumer value and satisfaction.
This study provides an insight to the company that what kind of strategy must be
adopted in order to increase the sales and satisfaction o the consumer.
This project directly deals with the interaction of different kind of people.

Limitations of Study
This project is preparing with view understand of market survey.
Project limitation is theaters and Hotels or out lets in a Kanpur area.
Project in limitation of time taken and understand of voice.
Compression of focus of marketing mix in compare of coca cola & Pepsi.

IMPLEMENTATION First 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 whom I implemented and various higher officials of the organization further visit these
areas.
I measured the performance of sales team and distributors in outlets with respect to all
parameters of execution.
I did scoring on the scoring sheet.
The scoring sheet was provided based on 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
MARKET AUDITING (TRACKING PERFORMANCE) Tracking performance of the
MD of corresponding area was also my responsibility. I had to score him on fixed norms
(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.

BRAND CONTACT- I had to interact regularly with shopkeepers to know their problem
and try to solve them. If I could solve them then I reported them to my company guide, else
he suggested me the alternatives, and I took out the orders from retail outlets and to check
out the activation.

AVAILABILTY - I also need to give company weekly availability report of various

Brands.

ABOUT ORGANIZATION
HISTORY OF COCA-COLA

Company opened up a museum-like building which was designed to be a tribute to its

famous soft drink product. It is also said to be a tribute to the countless numbers of
consumers who drink Coca Cola. The World of Coca Cola, as it is called, is located in
Atlanta, Georgia, right amidst the tourist district. And, its tribute to the soft drink is because
it is so popular that it is now served daily in nearly two hundred countries.
Having the museum located in Atlanta is fitting because long before anyone had ever heard
of Coca Cola, a doctor by the name of John Stythe Pemberton, who was a druggist in Atlanta,
mixed up his own concoction of medicinal syrup in May in the year of 1886. Dr. Pemberton
used Africa
Kola Nut extract and coca leaves, which are both strong stimulants, in his potion. The result
was a thick, caramel-colored syrup. The purpose of the potion was to be an effective tonic
which would help a person's brain and nerves function better. Dr. Pemberton's partner, a
bookkeeper by the name of Frank M. Robinson, came up with the name of Coca Cola for the
syrup from the names of its two basic ingredients. Dr. Pemberton poured some of the Coca

Cola syrup into a jug and took it to Jacobs Pharmacy in town. The pharmacy made a fountain
drink which mixed some of the Coca Cola syrup with plain water. The drink was sold to
customers for a nickel a glass.
True or not, it has been said that a customer came into the pharmacy one day complaining of
a headache. He asked for a glass of Coca Cola to be made with carbonated water instead of
plain water, and the carbonated version of the soft drink was then born.
The first year, in 1886, Dr. Pemberton sold twenty-five gallons of his syrup which earned
him a total revenue of just fifty dollars. By the next year, because of his poor health
condition, he began to sell off his company. Five years later, a man by the name of Asa G.
Candler, had acquired total control of the Coca Cola Company. And, two years later, in 1893,
Coca Cola became a patented product in the United States.
Its popularity would not stay within the United States for long, though, because in the year of
1906, Coca Cola was bottled in Cuba and in Panama. Bottling operations were soon started
in Hawaii the next year, then in the Philippines, France, Belgium, Bermuda, Colombia, the
Honduras, Italy, Mexico, Haiti, and Burma in later years. By the year of 1940, the famous
soft drink was bottled in forty countries.
Advertising for the cola has included many product slogans including, "The Pause That
Refreshes", which was used in 1929, "Have A Coke And A Smile," which was used in 1979,
and "Always Coca Cola" which was used in 1993 when sales from this soft drink exceeded
ten billion cases worldwide.

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. Coca-Cola 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 acquiring rights of Ramesh Chauhan aerated Parle drinks with one
stroke of pen and a bill of 140 crore, coke picked by five brands Thums up, limca, Gold spot,
Citra, Maaza with a combined rate of 65% with Thums up alone accounting for 56% then
650 crore segment.
BENCHMARK
Coca-Cola ranks no.1 brand in the world by the business world survey followed by
companies like Microsoft and IBM.
Coca-Cola is the market leader in the whole world in beverage industry.
Business week magazine ranks Coca-Cola on 4th position in Indian FMCG industry.
Coca-Cola enjoys approx. 60% market share in Indian beverage industry.

HISTORICAL BACKGROUND OF COCA COLA

Coca Cola is a very popular cola (a carbonated soft drink) sold in stores and
restaurants in more than 200 countries. lt is produced by the Coca-cola Company
which is also often referred to as simply Coca cola or coke. Coke is one of the worlds
most recognizable and widely sold commercial brands; its major rival is Pepsi.
Originally intended as a patent medicine when it was invented in the 19th century,
Coca-cola was bought out by businessman Asa Griggs Candler, whose marketing
tactics led Coke to its dominance of the world soft drink market throughout the 20th
century.
The Coca -cola Company owns and markets other soft drinks that do not carry
the Coca Cola branding, such as Sprite, Fanta, and others. Coca cola was invented. In
Atlanta, Georgia, by John S. Pemberton, originally as a coca wine caned Pemberton's
French, Wine coca in 1885. He was 'inspired by the formidable success of European
Angelo Mariani's coca wine Mariani. '

CSR (COMPANY SOCIAL RESPONSBILITY)

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

BEVERAGE INDUSTRY IN INDIA

In India, beverages form an important part of the lives of people. It is an

industry, in which the players constantly innovate, in order to come up with better
products to gain more consumers and satisfy the existing consumers.
Fig.1:-Beverage Industry in India

BEVERAGE

ALCOHOLIC

CORBONATED

NON-ALCOHOLIC

NON- CORBONATED

COLA

NON-COLA

NON-COLA

The beverage industry is vast and there various ways of segmenting it, so as to
cater the right product to the right person. The different ways of segmenting it are as
follows: Alcoholic, Nonalcoholic and sports beverages.
Natural and synthetic beverages.
In home consumption and out of home on premises consumption.
Age wise segmentation i.e. beverages for kids and for adults, for senior citizens.
Segmentation based on the amount of consumption i.e. high levels of consumption
and low level of consumption.
If the behavioral patterns of consumers in India are closely noticed, it could be
observed that consumer perceive beverages in two diff. ways i.e. beverages are a
luxury and that beverages have to be consumed occasionally. These two perceptions
are the biggest challenges faced by the beverage industry.
Four strong strategic elements to increase the consumption of the products of
the beverage industry in India are: The quality and the consistency of the beverages needs to be enhanced so that
consumers are satisfied and they enjoy consuming beverages.
The credibility and trust needs to be built so that there is a very strong and safe
feeling that the consumers have while consuming the beverages.
Consumer education is a must to bring out benefits of beverage consumption
whether in terms of health, taste, relaxation, refreshment.
Communication should be relevant and trendy so that consumers are able to find an
appeal to go out, purchase and consume.

The beverage market has still to achieve greater penetration and also a wider
spread of distribution. It is important to look at the entire beverage market, as a big
opportunity, for brand and sells growth in turn to add up to the overall growth of the
food and beverage industry in the economy.

PRODUCT HIGHLIGHT

Brand Name: Coca-Cola

Drink Type: Soft Drink

Coca-Cola: Coca-Cola is the most popular and biggest-selling soft drink in history, as well as the bestknown product in the world.
Created in Atlanta, Georgia, by Dr. John S. Pemberton, Coca-Cola was first offered as a fountain beverage
by mixing Coca-Cola syrup with carbonated water. Coca-Cola was introduced in 1886, patented in 1887,
registered as a trademark in 1893 and by 1895 it was being sold in every state and territory in the United
States. In 1899, The Coca-Cola Company began franchised bottling operations in the United States.
Coca-Cola might owe its origins to the United States, but its popularity has made it truly universal. Today,
you can find Coca-Cola in virtually every part of the world.

Available in the following flavors: Cola, Cola Green Tea, Cola Lemon, Cola Lemon Lime, Cola Lime, Cola
Orange and Cola Raspberry.

Brand Name: Diet Coke

Drink Type: Soft Drink
Diet Coke: Diet Coke was born in 1982 and quickly became the No. 1 sugarfree drink in diet-conscious America. Known as Coca-Cola light in some countries, it's now the No. 3 soft
drink in the world. Diet Coke is the drink for people who want no calories, but plenty of taste.
Visit DietCoke.com
Available in the following flavors: Black Cherry Cola Vanilla, Cola, Cola Green Tea, Cola Lemon, Cola
Lemon Lime, Cola Lime, Cola Orange and Cola Raspberry.

Brand Name: Fanta

Drink Type: Soft Drink
Fanta: Available in Europe since the 1940s, Fanta was introduced in the United States in 1960. Consumers
around the world, particularly teens, fondly associate Fanta with happiness and special times with friends
and family. This positive imagery is driven by the brand's fun, playful personality, which goes hand in hand
with its bright color, bold fruit taste and tingly carbonation.
Beginning in 2009, the U.S. markets will see Fanta Regular Orange, Fanta Zero Orange, Fanta Apple and
Fanta Grapefruit in 100% natural flavors.

Available in the following flavors: Apple Peach, Bitter Grapefruit, Bitter Herbal, Bitter Lemon, Bitter
Water, Blueberry Pomegranate, Club Soda, Ginger Ale, Lemon and Raspberry.

Brand Name: Limca

Drink Type: Soft Drink
Limca: This thirst-quenching beverage features a fresh, light lemon-lime taste and fun-loving attitude. It's a
home-grown, national treasure in India, where it was acquired by The Coca-Cola Company in 1993. Limca
continues to build a loyal following among young adults who love the lighthearted way it complements the
best moments of their lives.
Available in the following flavor: Lemon Lime.

Brand Name: Maaza

Drink Type: Juice/Juice Drink
Maaza: With the real fruit taste kids love, plus added calcium, Maaza's tagline, "Yaari-Dosti Taaza Maaza,"

means "friendship moments with fresh Maaza" in Hindi.

Available in the following flavors: Mango, Orange and Pineapple.

Brand Name: Sprite

Drink Type: Soft Drink
Sprite: Introduced in 1961, Sprite is the world's leading lemon-lime flavored soft drink. Sprite is sold in
more than 190 countries and ranks as the No. 4 soft drink worldwide, with a strong appeal to young people.
Millions of people enjoy Sprite because of its crisp, clean taste that really quenches your thirst. But Sprite
also has an honest, straightforward attitude that sets it apart from other soft drinks. Sprite encourages you to
be true to who you are and to obey your thirst.
Available in the following flavors: Bitter Lemon Citrus Grapefruit, Citrus, Lemon and Lemon Lime.

Brand Name: Sprite Ice

Drink Type: Soft Drink
Available in the following flavor: Lemon Lime Mint.

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 it is needed by them.
A typical distribution chain at HCCBPL would be:

Production

Plant Warehouse
Depot Warehouse
Distribution
Warehouse
Retail Stock
Retail Shelf
Consumer

Manufactu
ring Plant
Sales and
Distribution
Operations

Distributo
rs

Outlets

Outlets

The customers of the Company are divided into different categories and different
routes, and every salesman is assigned to one particular route, which is to be followed
by him on a daily basis. A detailed and well organized distribution system contributes
to the efficiency of the salesmen. It also leads to low costs, higher sales and higher
efficiency thereby leading to higher profits to the firm.

DISTRIBUTION SYSTEM
Direct distribution:
In direct distribution, the bottling unit or the bottler partner has direct control over the
activities of sales, delivery, and merchandising and local account management at the
store level.
Indirect distribution:
In indirect distribution, an organization which is not part of the Coca-Cola system has
control on one or more of the distribution elements (Sales, delivery, merchandising
and local account management)
Merchandising:

Merchandising means communication with the consumer at the point of purchase to

convey product benefit, value and Quality. Sales people and delivery personnel both
have this responsibility. In certain locations special teams who go into business
locations to specifically merchandise our products.

The Marketing and Distribution Strategy

The Coca Cola Company has a global business that operates on a local
scale. It attributes its ability to create a global reach with a local focus,
primarily to the strength of the Coca Cola system, which comprises of the
Company and its more than 300 bottling partners worldwide.
The Company operates its system through multiple local
products
channels. It anufactures and sells concentrates, beverage
to the
bases and syrups to bottling operations, owns the brands
consume
and is responsible for consumer brand marketing
rs.
initiatives. The bottling partners manufacture, package,
merchandise and distribute the final branded beverages to
the customers and vending partners, who then sell the

All bottling partners work closely with customers- grocery

stores, restaurants, street vendors, convenience stores, movie
theatres and amusement parks- to execute localised strategies
developed in partnership with the Company.
The Coca Cola system is not a single entity from a legal or
managerial perspective and the Company does not own or
control most of its bottling partners.
The Coca Cola System wide performance
In April 2007, associates from The Coca Cola Company and
several of its largest bottling partners met for the first time to
discuss the development of a core set of performance
indicators for the Coca Cola System. Working groups of
Company associates and representatives from the bottling
partners were formed to determine the feasibility- due to the
legal and management complexity of the Coca Cola Systemof collecting and consolidating economic and social data in
addition to the environmental data already collected.
Responsible Marketing
The Coca Cola Company is committed towards marketing
responsibly, across the globe, across all advertising media and
across all its beverages.In 2010, the global Responsible
Marketing Policy was evolved to redefine the appropriate
audience threshold for childrens programming from
audiences that are more than 50% children younger than 12
years of age to audiences that are more than 35% children
younger than 12 years of age. This policy applies to all of the
Companys beverages and the media outlets that it uses,
including television, radio, print, mobile and the Internet.

An Introduction to Operation Distribution of Coca-Cola

in tier 1 cities
Coca-Cola India is among the countries top international
investors with more than $ 1 billion invested for its
operations in India. The company is involved in giving its
customers top world class drinks to fill up their hydration,
refreshment and nutrition needs. It employs 6000 people
directly for its operations across various plants and around
125,000 people indirectly.
The Indian operations comprises of 50 bottling operations, 25
owned by the Company, with another 25 being owned by
franchisees. That apart, networks of 21 contract packers
manufacture a range of products for the Company. On the
distribution front, 10-tonne trucks open bay three-wheelers
that can navigate the narrow alleyways of Indian cities across
tier 1cites, tier2 cities and rural India.
Transportation model
Coca-Cola not only changed its distribution model, but also
changed the type of vehicles used for transportation. The
company now uses large trucks for transporting stock from
bottling plants to hubs and medium commercial vehicles
transport the stock from the hubs to spokes.

For transporting stock from spokes to village retailers the

company have adopted a model in which all possible means

of transport like trucks, auto rickshaws, cycle rickshaws, hand

carts to camel carts in Rajasthan and mules in hilly areas are
used to cart products. This was done to overcome the narrow
rural roads that could not accommodate large motorized
vehicles.
In 2001, it purchased 5,000 new trucks and auto rickshaws for
boosting its rural distribution. Through its rural distribution
initiatives, CCI was able to increase its presence in rural areas
from a coverage of 81,383 villages in 2001 to 1,58,342 villages
in A

Mission
Everything we do is inspired by our enduring mission:
To Refresh the World... in body, mind, and spirit.
To Inspire Moments of Optimism... through our brands and our actions.
To Create Value and Make a Difference... everywhere we engage.

Vision
To achieve sustainable growth, we have established a vision with clear goals.
Profit: Maximizing return to shareowners while being mindful of our overall
responsibilities.
People: Being a great place to work where people are inspired to be the best they
can be.
Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and
satisfy peoples desires and needs.
Partners: Nurturing a winning network of partners and building mutual loyalty.
Planet: Being a responsible global citizen that makes a difference.

Values
We are guided by shared values that we will live by as a company and as
individuals.
Leadership: "The courage to shape a better future"
Passion: "Committed in heart and mind"
Integrity: "Be real"
Accountability: "If it is to be, its up to me"
Collaboration: "Leverage collective genius"
Innovation: "Seek, imagine, create, delight"
Quality: "What we do, we do well"

Manifesto For Growth (5 Ps)

Manifesto represents the beginning of a journey which, will never end. It is a foundation
upon which will build sustainable growth as each and every member of the Coca-Cola
system recognizes and invests in companys rich long-term opportunities, while also
accepting a renewed responsibility for meeting its short-term commitments.

People - Coke inspires to be a great work place, where people are inspired to be
the best they can be.
Profits - Coke maximizes return to shareholders while being mindful of overall
responsibility.
Portfolio - Coke brings the global marketplace beverage brands that anticipate
&satisfy peoples desire & needs.
Partners - Coke actively nurtures a winning network of beverage and bottling
partners, building mutual loyalty.
Planet - Coke acts as a responsible citizen, focus on environmental efforts making
making a difference wherever they engage.

COMPITITORS TO HCCBPL

The competitors to the products of the company mainly lie in the nonalcoholic beverage industry consisting of juices and soft drinks.
The key competitors in the industry are as follows:
PepsiCo: The PepsiCo challenge, to keep up with archrival, the CocaCola Company never ends for the World's # 2, carbonated soft-drink
maker. The company's soft drinks include Pepsi, Mountain Dew, and
Slice. Cola is not the company's only beverage; PepsiCo sells Tropicana
orange juice brands, Gatorade sports drink, and Aquafina water.

PepsiCo also sells Dole juices and Lipton ready-to-drink tea. PepsiCo
and Coca-Cola hold together, a market share of 95% out of which
60.8% is held by Coca-Cola and the rest belongs to Pepsi.
Nestl: Nestle does not give that tough a competition to Coca-Cola as it
mainly deals with milk products, Baby foods and Chocolates. But the
iced tea that is Nestea which has been introduced into the market by
Nestle provides a considerable amount of competition to the products of
the Company. Iced tea is one of the closest substitutes to the Colas as it
is a thirst quencher and it is healthier when compared to fizz drinks. The
flavored milk products also have become substitutes to the products of
the company due to growing health awareness among people.

Dabur: Dabur in India, is one of the most trusted brands as it has been
operating ever since times and people have laid all their trust in the
Company and the products of the Company. Apart from food products,
Dabur has introduced into the market Real Juice which is packaged
fresh fruit juice. These products give a strong competition to Maaza and
the latest product Minute Maid Pulpy Orange.
CUSTOMER
As coca cola has a wide range of products. Its customer also varies
according to taste and preference. Coca cola is also available in can of
330ml which targets the upper income class and their sale is also
confined in those particular places.

Coca cola is available in cola, lemon, orange and juice flavor,

accordingly customers have choice for. Among the products of coca
cola Thumps-up has lead the way with 45% of market share Fanta
stands third after Mirinda.
Coca Cola Company has wide range of customers that falls
under the distribution channels of marketing. Customers may be CNF,
distributor, retailers to final customers, which are households.
Coca-Cola and Pepsi in Indian Market
Thursday, May 27, 2010

Coca-Cola was the 1st international soft drinks brand to enter India in early
1970s.
Re-entry of Coca-Cola in 1993
On the 26th of October 1993, Coca-Cola re-entered the Indian market
having acquired some of the leading Indian soft drink brands from Parle,
namely Thums-Up, Maaza, Limca, Goldspot & Citra. These brands joined
Cokes portfolio of international brands i.e. Coca-Cola, Sprite, Fanta,
Schweppes as Coca-Cola India took control of the top soft drink brands in

India from the very beginning. From 1993 to 2003, company invested US $
1 billion in India.

The beginning of Cola War

For the Cricket World Cup 1996, Pepsi was not the official sponsor of the
tournament, Coke was. But Pepsi had a whole pool of best players roped in
as brand ambassadors from the sub continent and abroad. The ad campaign
of Nothing Official About it rocked the country and despite Coke being
the official sponsor, it was Pepsi which hogged the publicity.
In 1998, with the release of blockbuster movie Kuch Kuch Hota Hai,
Pepsi took out another ace from its sleeve, featuring Shahrukh, Rani and
Kajol in its ad. The punch line was Yeh Dil Maange More which was an
iconic line and struck a chord amongst the people.
Coca-Cola countered by spoofing the ad, using Sprite, to hilarious effect.
Pepsi responded with a spoof of its own, starring Azhar and Jadeja hitting on
the Coke line of Eat Cricket, Sleep Cricket, Drink Only Coca Cola with
the punch line of More More Cricket, More More Pepsi. Coke again hit
back, this time with Thumbs Up ad. They portrayed the cricketers as
monkeys and ended the ad with Dont be a bunder (monkey) Taste the
Thunder! Situation turned ugly with Pepsi going to court and finally ended
with Coke withdrawing the ad.

The Cola wars went on full-fledged till 2003, when a pesticide controversy
forced Coke and Pepsi to fight on the same side in so called India's New
Cola Wars.

The Controversies Presence of Pesticides: In 2003, the Centre for Science

and Environment (CSE) findings stirred the beverage industry in India. CSE
claimed to find dangerous levels of pesticides in all the 57 samples of 11 soft
drinks brands collected by the organization from 25 different manufacturing
units of Coca-Cola and PepsiCo spread over 12 states. The study found a
cocktail of three-five different pesticides in all the samples - on an average
24 times higher than norms laid down by government-run Bureau of Indian
Standard (BIS). Rajasthan, Madhya Pradesh, Chhattisgarh, Gujarat and
Kerala banned the sale of Colas in schools, colleges and government
departments, and other states also took adversarial measures.
The day after the CSEs announcement, Coke and Pepsi came together in a
rare show of solidarity at a joint press conference. The companies attacked
the credibility of the CSE and their lab results, citing regular testing at
independent laboratories proving the safety of their products. They promised
to provide this data to the public, threatened legal action against the CSE
while seeking a gag order, and contacted the United States Embassy in India
for assistance. They roped in major film stars to explain their purity to
public. Despite all these measures, sales dipped by as much as 80% in some
regions. The soft drinks industry took over a year to get back on the growth
track.

Ground Water Crisis: Coca-Cola was recently accused of ground water

depletion in many areas of the country. Coca-Colas bottling operations
which extract hundreds of millions of liters of water from the groundwater
resource have significantly worsened the water crisis as groundwater
levels have dropped sharply since Coca-Cola started its operations. The
company was also accused of indiscriminately dumping its toxic waste into
the surrounding areas polluting the water as well as the land. The Coke
reiterated its commitment to trim down water usage and take steps towards
environment sustainability and farmers welfare. However, activists retort
that Coca Cola is in the business of water usage and wasting, creating a
luxury product largely for the middle class. They are unlikely to put water
concerns over profits, until they are forced to.
The road ahead
Amidst various allegations and controversies, the soft drinks industry in
India, supported by its booming economy, strengthening middle class and
low per capita consumption, is growing at a cruising pace. The focus has
shifted from carbonated drinks to Fruit drinks, with both the companies
launching Lemon drinks in 2009-10. In the next few years, the fruit juice
category is likely to carry the growth flag forward as consumers become
more health conscious. The companies are likely to take more steps to deal
with environment sustainability. But the Cola wars are here to stay. We as
customers can be assured of superior products and hilarious ads in the
process. And are we complaining?

Image Advertising: The Advertising Strategies of

Pepsi and Coca Cola in India
In a crowded product market, as companies are increasingly falling short of
ways to differentiate their products from those of the competitors, Image
Advertising seems to be a way out. This article highlights the major tenets of
Image Advertising, by looking at the advertising strategies adopted by
PepsiCo and Coca Cola in India. The model developed herein seeks to
understand, among many other things, the evolution of a brand, and its role
as an integral part of a companys brand portfolio.
Contrary to popular belief, advertising is as much a science as it is an art. As
the primary mode of communication between a company and its prospective
customer, an advertisement must connect to the consumer, and create in his
mind an attractive image of the brand. The average consumer gets lost in the
vast sea of information, and is unable to differentiate one product from
another. Notwithstanding the scientific inputs that go into designing an
advertising campaign, some campaigns make history while others fail
miserably. Why?
Ads are no longer informative tools, but, as Poisez aptly points out, there has
been a shift in attention away from the physical aspects and functional
benefits of products to their symbolic associations, expressiveness.
Marketing has ventured into the emotional, the behavioural, and the
cognitive. Today, the primary objective of the ad is to create an image. The

fierce competition between cola giants PepsiCo and The Coca Cola
Company (henceforth, Coca Cola) - and the advertisement strategies adopted
by them in India to establish their respective brand images offers an
interesting insight into Image Advertising.
Brand Identity
The first step in understanding Image Advertising is to understand the image
being created, i.e. Brand Image. Brand Image is consumers perception of
the brand in question. This perception might actually be different from what
the brand actually embodies the Brand Identity. Advertising bridges the
gap between Brand Image and Brand Image.
Identity to Image Evolution of Strategies
A closer look at the brand identities of each of the brands helps assess how
successful their advertising campaigns have been in creating a brand image
in tune with it, while being sensitive to the value system of the target
audience.
Coca Colas Campaign
The Coca Cola campaign in India, however, has been different from that of
Pepsi, even though they both share similar product traits. Coca Cola had a
presence in India before 1977, but was subsequently forced to exit the Indian
market. When the company returned to India post liberalization, it came up
with an innovative communication and advertising strategy. Coca Cola has
essentially been following the principle of differentiation.

Coca Cola
Jo Chaaho Ho Jaaye, Coca Cola Enjoy was one of the companys first
campaigns in India. It was remarkably well executed, and appealed both at a
product level as well as at an emotional level. These ads featured celebrities
such as Hrithik Roshan and Aishwarya Rai. The target segment for Coca
Cola in its initial days was the youth segment and this campaign clearly
connected well with the segment. However, the next advertising campaign of
Thanda Matlab Coca Cola was launched with an objective to have a mass
appeal. The campaign leveraged the product platform rather than the
emotional platform that it had established earlier.
It is however, important to note here that Coca Cola made some exceptions
for India. The company has similar marketing strategies across geographies
and usually doesnt depend on celebrity endorsements. But given the great
fan-following, and in adapting to the Indian context, the company had to
initially deviate from its set charter. However with the current campaign of
Open Happiness, Coca Cola seems to have achieved both an emotional as
well as a mass appeal. There is a very natural connect with the target
segment, that of celebrating every day, and sharing small moments of joy
with our loved ones, irrespective of any barriers.
Sprite
Sprite - the other brand from the Coca Cola stable began its journey with
the campaign titled All Taste No Gyaan. This appealed greatly to the youth
who dont like to be preached and relish their sense of ownership and
decision making. Sprite has never depended on celebrity endorsements as a
way to gain brand recognition or consumer recall. The ads are designed to be

very witty, and generally connect very well with the target audience by
capturing every day moments. Seedhi Baat No Bakwaas - its next campaign
instantly connected with the target audience by coming across as a brand
that was different from the other, one that focused on the individuality of the
consumer. The emotional appeal is much stronger and shows a clear sign of
maturity of the campaign.
Proposed Framework
This analysis brought to light the roles played by each brand in the
companys overall advertising strategy. Not every brand took the centrestage: some were the core brands, while others were used as defensive
shields and offensive attackers to fight off competition. The following
framework helps classify different brands based on the roles each of them
plays:
The Core Brand the flagship brand of the company
The Cover Brand acts as a cushion to the core brand; soaks up
competition
The Stand-Alone Brand neither core nor cover; independent
Conclusion
This analysis led to some interesting insights. For a start, the image of the brand must be
consistent not only with its identity, but with the value system of the target segment. It is,
in fact, the complexity of the value system of the target segment of Pepsi and Coca Cola
that allows for such a contrast in advertising styles. Furthermore, the race for prime
position involves a well thought out strategy with clear cut roles for each of the brands in
a portfolio. Advertising is indeed both an art and a science. The shift from information to

image displays the rich potential of the advertising space. The exhilarating pace of
evolution from the simple creative to the strategic takes your breath away. Definitely not
for the faint hearted!
Keywords
Marketing, Consumer Goods, Advertising, Pepsi, Coca Cola

Different

Coca Cola

Pepsi

Section
Cola
Lemon

Coke , Thums up
Limca , Sprite ,

Pepsi
7up , Moutain

Nimbu fresh

Dew

Fanta
Mazza
Kinley
Kinley
Pulpy Orange

Nimbuzz
Mrinda
Slice
Aquafina
Lehar
Tropicana

Orange
Mango
Water
Soda
Juice

Organizational Chart of Hindustan Coca Cola Beverages Pvt. Ltd.

A
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Fig.3 Organizational Chart Of HCCBPL, Kanpur

ORGANIGATION STRUCTURE
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ORGANIZATION STRUCTURE IN COCA-COLA, INIDA

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Fig. 5 Organizational Structure in Coca-Cola, India

ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT IN

HCCBPL.

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Fig.6 Organization Structure of the Sales Department In HCCBPL, Kanpur.

Brands of Coca Cola

Coca-Cola Zero has been one of the most successful product launches in

Coca Colas history. In 2007, Coca Colas sold nearly 450 million cases
globally.
Put into perspective, that's roughly the same size as Coca Colas total
business in
the Philippines, one of our top 15 markets. As of September 2010, CocaCola Zero
is available in more than 100 countries

Energy Drinks
For those with a high-intensity approach to life, Coca Colas
brands of Energy Drinks contain ingredients such as ginseng extract,
guarana extract, caffeine and B vitamins.

Juices/Juice Drinks
We bring innovation to the goodness of juice in Coca Colas More than
20 juice and juice drink brands, offering both adults and Children nutritious,
refreshing and flavorful beverages.
Soft Drinks
Coca Colas dozens of soft drink brands provide flavor and refreshment in a
variety of choices. From the original Coca-Cola to most recent introductions,
soft drinks from The Coca-Cola Company are both icons and innovators in
the beverage industry.
Sports Drinks

Carbohydrates, fluids, and electrolytes team together in Coca Colas Sports

Drinks, providing rapid hydration and terrific taste for fitness-seekers at any
level.
Tea and Coffee
Bottled and canned teas and coffees provide consumers' favorite
drinks in convenient take-anywhere packaging, satisfying both traditional
tea drinkers and today's growing coffee culture.

Water
Smooth and essential, our Waters and Water Beverages offer hydration in its
purest form.

Other Drinks
So much So & more than soft drinks, Coca Colas brands also include milk
products, soup, and more so you can choose a Coca Cola Company product
anytime, anywhere for nutrition, refreshment or other needs.

PRODUCT PROFILE

Product Available in Varanasi Market and Rates, Volume, Profit, Cost

As on May 2012.
Coca Cola has a wide range of products at different volumes
PRODUCT VOLUMES AVAILABLE
200 ML
250 ML
300 ML
330 ML
400ML
600 ML
1 LT.
1.2 LT.
1.25LT
2 LT.

BEST BEFORE DATE

RGV (200 ML, 300 ML)

6 Months

Mobile (600 ML)

2.5 Months

Can (330 ML)

6 Months

Pet (2 LT.)

3 Months

Pet (1.25 LT)

4 Months

Minute maid

4 Months

NO. OF BOTTLES / CRATE

VOLUME

BOTTLE

200 ML

24

250 ML

24

300 ML

24

600 ML

24

2 LT

09

1 LT (WATER)

12

CANE

24

RETAILERS PROFIT
VOLUME

COST

PROFIT

200 ML

192,216,168

24,20,48

300 ML

286

24

600 ML

612,658

30

2 LT

498,549

27

CAN

444,490

48

ADVERTISEMENT AND PUNCH LINE OF COCA-COLA

1936

Its The Refreshing Thing To Do .

1942

Its The Real Thing .

1943

Global High Sign.

1959

Be Really Refreshed.

1962

Thing Go Better With Coke.

1969

Its the Real Thing.

1970

I`D Like To Buy The World A Coke .

1976

Coke Add Life .

1982

Coke Is It .

1986

Catch The Wave.

1989

You Cant Beat the Feeling.

1993

Always Coca-Cola

1998

Eat Music, Sleep Music, And Drink Only Coca-Cola.

1999

Jo Chaho Ho Jaye Coca-Cola Enjoy.

2000

I Want Hritik And I Want Coke.

2002

Thanda Matlab Coca-Cola

2003

Jiyo Thanda Piyo Thanda .

2005

Make It Real

2005

Welcome to the Coke side of life

2007

Live on the Coke Side of Life

2009

Open Happiness

2010

Open Happiness.

Maaza - Indias Largest Selling Juice Drink Brand All Set To

Further Enhance Its Market Leadership
Launches Integrated Communication Initiative For The Summer Of 2009
Innovative communication designed to position Maaza as the best &
the only way to quench the thirst for Mangoes, a strong desire which
hits most mango lovers Aam Ki Pyaas (Thirst for Mangoes)

 New communication aims to take Mangos connect with Maaza to the

next level by positioning it as the Ultimate thirst quencher of Mango,
best explained by the tagline Maaza Lao, Aam Ki Pyaas Bujhao
(i.e. Quench your thirst for Mangoes by Maaza)
Integrated communication program includes mass media advertising
and leveraging a range of below the line channels including out-ofhome (OOH) media, point of sale merchandise and rolling out on-theground.

Delhi, 25th February, 2009: Maaza, Indias biggest and most favorite juice
drink brand, today unveiled an innovative communication initiative for 2009
aptly called Aam ki Pyaas (i.e. Thirst for Mangoes). The new
communication program has been designed to position Maaza as the best
and the only way to quench the thirst of Mango lovers who have an
ultimate desire to have Mango, anywhere and anytime, best captured by the
tagline, Maaza Lao Aam ki Pyaas Bujhao (i.e. Quench your thirst for
Mangoes by Maaza). The latest initiative aims to connect with both young
and old consumers across India who have strong urge to have their favorite
fruit, Mango- the national passion of India.
According to Avinash Pant, Director- Marketing, Coca-Cola India,
Maazas appeal across consumer segments has made it Indias largest
selling juice drink brand. The latest communication aims to take the
Mangos connect with Maaza to the next level by positioning it as the
ultimate (and only) way to quench the thirst for Mangoes- Maaza Lao Aam

Ki Pyaas Bujhao.
Coca-Cola Indias Leadership in the Juice Drink Segment
Coca-Cola in India currently enjoys market leadership in the juice drink
segment with brand Maaza.
In-addition, the company has also has Minute Maid Pulpy Orange, a
naturally refreshing juice drink, offering an unmatched taste experience due
to the presence of natural Orange Pulp. With a larger juice drink portfolio
and by launching a fresh communication for Maaza, Coca-Cola in India is
all set to extend its leadership in the juice drink segment.
The latest communication has been conceptualized by Sainath Saraban of
Leo Burnett and produced by Rajesh Krishnan of Soda Films. In addition
to leveraging mass media advertising, integrated communication plan
includes roll out of a range of initiatives including out-of-home (OOH)
media, point of sale merchandise and on- the- ground initiatives across all
key markets.
According to K V Sridhar, National Creative Director, Leo Burnett,
Aam ki Pyaas is a very powerful metaphor for the irresistible craving for
mangoes which most Indians experience. Maaza Lao Aam Ki Pyaas Bujhao,
in a line establishes Maaza as the most delicious mango drink in India by
positioning it as the best solution for our craving for Mangoes.
Sainath Saraban, Executive Creative Director, Leo Burnett, adds, The

latest communication Maaza Lao Aam ki Pyaas Bujhao as an idea lends

itself fabulously to 360 degree execution. And it also works across the length
and breadth of India without losing any of its charm.

Story Board of the ad

The latest communication revolves around the idea of intense craving for
Maaza- Aam Ki Pyas. The film portrays a character who is obsessed with
mangoes. He feels betrayed by his mango tree that doesnt give him his
favorite fruits off season. He repeatedly calls fruit vendors late at night and
keeps asking the same question much to their irritation, Have mangoes
arrived yet? He hears the word Aam (i.e. Mango) in every other
conversation. His wife and son are pretty used to this but wonder if theres
anything that can cure his intense thirst for mangoes. The son has a
brainwave and introduces his father to Maaza, who after drinking Maaza
experiences his lifes most delicious mango experience. So much so that his
preference changes to drinking a Mango (Maaza) rather than eating it Maaza Lao Aam Ki Pyaas Bujhao.

Coca-Cola India Q2 2009-2010 Growth Up By 33%

Last Updated: 2009-07-22T10:54:42+05:30
Coca-Cola India Q2 Growth Up By

The soft drink major, Coca-Cola,

33%

registered a 33% growth in sales in

India during the second quarter
ended July 3.
Supported by the high growth in
India as well as China, the
company also saw its revenues
increase to $2.04 billion, or 88
cents per share, in the quarter
under review, as against $1.42
billion, or 61 cents per share,
Coca Cola

earned in the year-ago period.

The total volume of beverages

sold worldwide grew by 4%, with international sales going up by 5%. Sales
rose 33% in India and by 14% in China. Coca-Cola gets the bulk of its
revenue from overseas sales.
"We believe our unique global franchise model is the best way to win in the
market," company chief executive Muhtar Kent said in a statement on
Tuesday. "In the first half of the year, we delivered volume and profit results
in line with our long-term growth targets, despite very challenging global
economic conditions," Kent said.
"Our investments in key growth markets contributed to the good performance in China,
Mexico, India and Brazil."
Saying that the company was on track to achieve the $500-million target in annualised
savings by 2011, Kent added that it had also begun rolling out its 2020 Vision.
"Our 2020 Vision roadmap is to bring a new clarity and focus to our global business and
is ensuring that our system is ideally positioned to make the most of the abundant
opportunities ahead of us."

President's profile

Atul Singh
President, India and South West Asia Business Unit
Atul Singh is the President of Coca-Cola India and South West Asia
Business Unit, a responsibility that he took over on September 1, 2005. He
was earlier the President of East, Central & South (ECS) China Division of
Coca-Cola. Atul is responsible for Coca-Colas operations in India, Sri
Lanka, Bangladesh, Bhutan, Nepal and the Maldives.
Under his stewardship, Coca-Cola's business in India has made strides in all
facets of its operation and reported eleven consecutive quarters of growth.
Atul joined The Coca-Cola Company in 1998 as Vice President, Operations
of Coca-Cola, India Division. He led the Franchise Operations and Key
Accounts group of the India Division from 1998 to 2001. Atul later moved
to China for a stint as Region Manager of East China, China Division and
later became the President of the ECS, China Division. The Division
consisted of Shanghai, the Swire Territories of China, Hong Kong and
Taiwan. Additionally, Atul was also responsible for the global and strategic
Key Customer Relationships for Greater China and was a member of the
Customer Leadership Council. Prior to this, Atul served as Deputy Division
President and headed the Operations group of China Division. Under his
leadership, mainland China operations were among the fastest growing
Coca-Cola businesses.
Prior to joining Coca-Cola, Atul worked with The Colgate Palmolive
Company for 10 years and held several key positions including Country

General Manager, Nigeria (1995-1998), Finance Director and then Country

General Manager, Romania (1992-1995) and Finance Manager, Body Care
Division, USA (1990-1992). Before joining Colgate, Atul worked as an
Auditor with Price Waterhouse in New York.
Atul is also currently the Vice-Chairman of the Asia Pacific Council of
American Chambers of Commerce (APCAC) for South Asia. Additionally
he is also Chairman of the Rural Development Committee of Confederation
of Indian Industry (CII). As the Chairman of the Sports Committee of
Federation of Indian Chambers of Commerce and Industry (FICCI), he is
spearheading this important committee. Atul is also a member of the Young
Presidents' Organization, a global body dedicated to creating 'Better Leaders
through Education and Idea Exchange'.
Atul is an alumnus of the prestigious St. Xavier's College of Kolkata, India
from where he majored in Commerce. Atul holds an MBA degree from
Texas Christian University, USA. He has lived and worked in the four
continents of Asia, Africa, Europe and North America.

2010 Commonwealth Games (CWG)

Coca-Cola India, the official beverage

partner of the 2010 Commonwealth Games
(CWG), has unveiled its new Visual
Identity System (VIS) and logo for the
Games in Delhi. With the aim of building
excitement for the Games to be held in
Delhi in October, the thought for the
platform is Go Dilli, Let Sports Win.
The new VIS means to encourage people
to participate in and support the XIX
Commonwealth Games and "ensure the triumph of sports and sportsman
spirit over all else", according to a company release. Along with an extensive
outdoor campaign, it will be used to activate all competition and noncompetition venues of the Commonwealth Games.
At the launch of the new identity and campaign, Atul Singh, president &
CEO, Coca-Cola India, said, Coca-Cola has been associated with mega
sporting events in its efforts to promote healthy, active living and promoting
social cohesiveness. Our partnership with sporting events across the world
provide us an opportunity to enhance brand value, build capabilities and
further build upon the employee and system pride in being associated with
such sporting events." He added, "By associating with the Commonwealth
Games, we will have the opportunity to refresh more than 8000 athletes and
delegates and more than 30,000 volunteers that will take part in the Games.
The VIS has been developed for Coca-Cola India by Iconological, a brand
design firm in the USA. It has been inspired by Indian symbols like the

chakra, the paisley and the Lotus Temple in Delhi. It will be integrated
extensively in packaging, point of sale materials, product delivery trucks,
equipments, and out of home media. The campaign for the Games has been
developed by McCann Erickson.

India Launches Limca Book of Records Quiz 2010

Coca-Cola in India has launched the Limca Book of Records Quiz 2010
following the huge success it enjoyed last year.

The aim of the quiz is to promote knowledge and awareness amongst the
young members of the countrys society.
As part of the multi-city initiative, a series of competitions are to take place
in 3,500 schools across 100 Indian cities between now and December.
Ricardo Fort, vice-president of marketing at Coca-Cola India, said that
Coca-Cola India believes that education is the basis for social change.
As a company committed to sustainability and well-being of communities,
we have been contributing in our own small way to the cause of education,
he added.
The Limca Book of Records Quiz 2010 is to take place in three stages: an
inter-school round, semi-final round and a national final.
Earlier this month, Coca-Cola Indias cloudy lemonade brand Limca
launched a new summer campaign featuring Bollywood actor Hrishitta
Bhatt.

Chapter 2

Research methodology-----------------------------75
Market segmentation model-----------------------81
Data interpretation---------------------------------88
Findings----------------------------------------------103
Suggestions and Recommendations--------------105
Limitation & research work----------------------106
Conclusion-------------------------------------------107
Bibliography-----------------------------------------110
Questionnaire----------------------------------------111

RESEARCH METHODOLGY
What is research?

Research is a common language refers to a search of new knowledge.

Research is scientific & systematic search for pertinent information on a
specific topic, infect research is an art of scientific investigation.
What is methodology?
Research Methodology is a scientific way to solve research problem. It may
be understood as a science of studying how research is doing scientifically.
In it we study various steps that are generally adopted by researchers in
studying their research problem. It is necessary for researchers to know not
only know research method techniques but also technology.
What is scope of Research Methodology?
The scope of Research Methodology is wider than that of research methods.
The research problem consists of series of closely related activities. At
times, the first step determines the native of the last step to be undertaken.
Why a research has been defined, what data has been collected and what a
particular methods have been adopted and a host of similar other questions
are usually answered when we talk of research methodology concerning a
research problem or study. The project is a study where focus is on the
following points:
Research design:
A research design is defined, as the specification of methods
and procedures for acquiring the Information needed. It is a plant or
organizing framework for doing the study and collecting the data. Designing
a research plan requires decisions all the data sources, research approaches,
Research instruments, sampling plan and contact methods.

Research design is mainly of following types: 1. Exploratory research.

2. Descriptive studies
3. Casual studies

EXPLORATORY RESEARCH
The major purposes of exploratory studies are the identification of
problems, the more precise Formulation of problems and the formulations of
new alternative courses of action. The design of exploratory studies is
characterized by a great amount of flexibility and ad-hoc veracity.
DESCRIPTIVE STUDIES
Descriptive research in contrast to exploratory research is marked
by the prior formulation of specific research Questions. The investigator
already knows a substantial amount about the research problem. Perhaps as a
Result of an exploratory study, before the project is initiated. Descriptive
research is also characterized by a Preplanned and structured design.

CASUAL OR EXPERIMENTAL DESIGN

A casual design investigates the cause and effect relationships
between two or more variables. The hypothesis is tested and the experiment
is done. There are following types of casual designs:
I.

After only design

II.

Before after design

III.

Before after with control group design

IV.

Four groups, six studies design

V.

After only with control group design.

VI.

Consumer panel design

VII.

Exposit facto design

DATA COLLECTION METHOD

PRIMARY

SECONDARY

Direct personal Interview

Indirect personal Interview

Published Sources

Unpublished
Sources

Information from correspondents

Govt. publication

Mailed questionnaire

Report Committees & Commissions

Question filled by enumerators.

Private Publication
Research hotels and theaters, outlets.

PRIMARY DATA
These data are collected first time as original data. The data is recorded
as observed or encountered. Essentially they are raw materials. They may
be combined, totaled but they have not extensively been statistically
processed. For example, data obtained by the peoples.
SECONDARY DATA
Sources of Secondary Data
Following are the main sources of secondary data:

1. Official Publications: Publications of the PEPSI & COKE and by

the corporate office of PEPSI & COKE.
2. Publications Relating to Trade: Publications of the trade
associations, stock exchange, trade union etc.
3. Journal/ Newspapers etc.: Some newspapers/ Journals collect and
publish their own data, e.g. Indian Journal of economics, economist,
Economic Times.
4. Data Collected by Industry Associations: For example, data
available with PEPSI & COKE..
5. Unpublished Data: Data may be obtained from several companies,
organizations, working in the same areas. For example, data on
PEPSI & COKE magazines.

Period of Study: This study has been carried out for a maximum period of 8
weeks.
Area of study: The study is exclusively done in the area of marketing. It is a
process requiring care, sophistication, experience, business judgment, and
imagination for which there can be no mechanical substitutes.
Sampling Design: The convenience sampling is done because any
probability sampling procedure would require detailed information about the
universe, which is not easily available further, it being an exploratory
research.

Sample Procedure: In this study judgmental sampling procedure is used.

Judgmental sampling is preferred because of some limitation and the
complexity of the random sampling. Area sampling is used in combination
with convenience sampling so as to collect the data from different regions of
the city and to increase reliability.
Sampling Size: The sampling size of the study is 100 users.

Method of the Sampling:

Probability Sampling
It is also known as random sampling. Here, every item of the universe has an
equal chance or probability of being chosen for sample.
Probability sampling may be taken inform of:
Simple Random Sampling
A simple random sample gives each member of the population an equal
chance of being chosen. It is not a haphazard sample as some people think!
One way of achieving a simple random sample is to number each element in

the sampling frame (e.g. give everyone on the Electoral register a number)
and then use random numbers to select the required sample.
Random numbers can be obtained using your calculator, a spreadsheet,
printed tables of random numbers, or by the more traditional methods of
drawing slips of paper from a hat, tossing coins or rolling dice.
Systematic Random Sampling
This is random sampling with a system! From the sampling frame, a starting
point is chosen at random, and thereafter at regular intervals.
Stratified Random Sampling
With stratified random sampling, the population is first divided into a
number of parts or 'strata' according to some characteristic, chosen to be
related to the major variables being studied. For this survey, the variable of
interest is the citizen's attitude to the redevelopment scheme, and the
stratification factor will be the values of the respondents' homes. This factor
was chosen because it seems reasonable to suppose that it will be related to
people's attitudes

Cluster and area Sampling

Cluster sampling is a sampling technique used when "natural" groupings
are evident in a statistical population. It is often used in marketing research.
In this technique, the total population is divided into these groups (or
clusters) and a sample of the groups is selected. Then the required

information is collected from the elements within each selected group. This
may be done for every element in these groups or a subsample of elements
may be selected within each of these groups.
Non Probability Sampling
It is also known as deliberate or purposive or judge mental sampling. In this
type of sampling, every item in the universe does not have an equal, chance
of being included in a sample.
It is of following type:
Convenience Sampling
A convenience sample chooses the individuals that are easiest to reach or
sampling that is done easy. Convenience sampling does not represent the
entire population so it is considered bias.
Quota Sampling
In quota sampling the selection of the sample is made by the interviewer,
who has been given quotas to fill from specified sub-groups of the
population.
Judgment Sampling
The sampling technique used here in probability > Random Sampling.
The total sample size is 100 profiles.
Data Collection: - Data is collected from various customers through
personal interaction. Specific questionnaire is prepared for colleting data.
Data is collected with mere interaction and formal discussion with different
respondents and we collect data in PEPSI & COKE and face to face
contact with the persons from whom the information is to be obtained
(known as informants). The interviewer asks them questions pertaining to

the survey and collects the desired information. Thus, the we collect data
about the working conditions of the workers of COKE; I worked at COKE
contact the workers and obtain the information. The information obtained is
first hand or original in character.
MARKET SEGMENTATION MODEL OF COCA-COLA
Segmentation of outlets as Channel, Class, and Income. Let us know what
are the Channel, Class, and Income respectively.
Markets can be segmented along 3 lines- Outlet Volume, Locality Income, &
Channel cluster.
SEGMENTATION
CHANNEL CLUSTER
Grocery
Eating Drinking
Convenience

LOCALITY INCOME
Low
Medium
High

Classification of Outlets on the basis of volume

Outlet Classification
Diamond
Gold
Sliver
Bronze

Volume
>800
500-799
200-499
<200

OUTLET VOLUME
Diamond
Gold
Silver

TYPES OF OUTLETS
CHANNEL TYPE- Grocery:-

Outlets which primarily engaged in retailing of food and various household

items, It include neighborhood outlet stoking provisions, edible & general
household items of daily usages E.G., commodities like flour, pulses, rice &
branded household items like toothpaste, mosquito oil, soap etc

CHANNEL TYPE- Eating and drinking :

Outlets selling items to eat which are being cooked within outlet, made at
the outlet & possibility consume in outlet. They may have place of sitting. It
includes QSR/Bakery/MITIE Store/Restaurants/Bars/juice/soft drinks/ ice
cream parlor/tea soaps etc.

CHANNEL TYPEConvenience:-

It includes outlets which are small stores or shops generally accessible locally. These are
often located along side busy roads. It includes Chemists shop/STD booths/Pan Bidi
shops etc.

E & D includes flowing outlets:Fast Food: - Self service with limited menu.
Pubs: - Outlets selling alcoholic beverages & snack items. It May be open
till late at nights or 24 hrs.
Dhaba: - Situated on roadside & market places catering cost effective Indian
food.

Convenience includes:

Pan shop: - Semi- temporary kiosk located near the road side selling
Cigarettes, beverages and other confectionary items.
Outlet at petrol pump: - Convenience outlets selling top up items, may be
open till late at nights or 24 hrs.
Travel & convenience kiosks: - Permanent kiosks within the airports/
railways/ bus stand premises (inside or outside) selling only beverages or a
food & beverage kiosks.
PRE-SALE CONCEPT :- This is the new concept that had started from the
year 2007. In the Pre-Sale the company takes order one day before and
accordingly company delivers their products for each route.
Standards for different types of outlets
ACTIVATION STANDARD FOR
CHANNEL: - GROCERY
OUTLET CATEGORY: - DIAMOND
Essential activation standards: Display Rack (at least 1)
3 Tier Rack with Header (should pure 50% charged by coke products)
Self Display (other than rack, mini.6 facing of any pet displayed &
visible.
Price communication & visi cooler @ prime position.

Optional activation standards

Counter Top.

 Aerial Mobile Hanger.

Crate Display.
Road Standee/Flange/Signage.
ACTIVATION STANDARD FOR
CHANNEL: - GROCERY
OUTLET CATEGORY: - GOLD
Essential activation standards: Display Rack (at least 1)
3 Tier Rack with Header (should pure 50% charged by coke products)
Self Display (other than rack, mini.8 facing of any pet displayed &
visible.
Price communication & visi cooler @ prime position.
Optional activation standards.
Counter Top.
Aerial Mobile Hanger.
Crate Display.
Road Standee/Flange/Signage
ACTIVITION STANDERDS FOR
CHANNEL: - GROCERY
OUTLET CATAGERY: - SILVER
Essential activation standards:-

 Display Rack (at least 1)

3 Tier Rack with Header (should pure 50% charged by coke products)
Self Display (other than rack, mini.8 facing of any pet displayed &
visible.
Price communication & visi cooler @ prime position.

Optional activation standards.

Counter Top.
Aerial Mobile Hanger.
Crate Display.
Road Standee/Flange/Signage.
ACTIVITION STANDERDS FOR
CHANNEL:-GROCERY
OUTLET CATEGORY:-BRONZE
Essential activation standards
1 Tier Rack
Price communication & visi cooler @ prime position.
ACTIVITION STANDERDS FOR
CHANNEL:-E & D
OUTLET CATEGORY:-DIAMOND

Essential activation standards: Combo standee (mini3 nos.)/combo wall hanging (mini 3 nos.)/menu
board with combo communication (at least 1 of 3 options).
Branded table mats/Branded menu card/table top (at least 1 of 3
option) at least 5 nos. or all tables if less than 5 tables.
Flange/Road Standee/Glow sign board (at least 1 of these 3)
Price communication & visi cooler @ prime position

Data Interpretation
Graph-1:

Outlet that have been visited.

TYPE OF

OTLETS
Grocery
Convenience
E&D
TOTAL

No. OF OUTLETS
17
165
68
250

PERCENTAGE
7%
66%
27%
100%

No. of Outlets
300
250

250

200
165

150
100

68

50
0

17
Grocery

Convenience

E&D

InterpretationThrough the above diagram we can know that out of 250 outlets how many outlets
are convenience, grocery and E&D outlets.

Graph-2
Classification of outlets on the basis of volume
VPO CLASS
Diamond
Silver
Gold
Bronze

NO. OF OUTLET
30
166
50
4

TOTAL

VPO CLASS

20%

2%

12%

Diamond
Silver
Gold
Bronze

66%

InterpretationThrough this diagram we know that how many outlets in number and what percent
of total outlets belong to diamond class, silver, gold and bronze class.

FINDINGS
During my project of two month I surveyed for 250 outlets in Kanpur. I observed
and found the following things during my daily survey.

I found that many of the retailers are not interested in keeping the
activation elements like table top, mobile hanger and cut case display
in their outlets.
Many of the outlet owners are not properly maintaining and
decorating table top mobile hanger cut case display with Cokes
brand.
Mostly E&D outlet dont have any activation element of the company
in the outlet and also they are not interested.
Among 250 outlets, 135 outlets were not having the price
communication in the outlet which is very necessary.
Some outlets are maintaining old price strips and also these are not
easily visible to the customer.
Also found dead & useless coolers in some of outlets and some
retailers complain about the service & repair of coolers.
I found that some retailer were not satisfied with our service, for that
reason they stopped to sell our product and started to sell Pepsi
product.

 Some retailers use companys visi cooler for other purpose, and some
keep Pepsi product in visicooler provided by coca-cola.
Some retailer complained that ESM or Executive dont provide any
promotional equipment and also dont have proper communication
with them.

I found that Pepsi is doing aggressive advertisement in comparison

with Coke, and investing aggressively on activation like hording,
glow sign board, DPS, also in terms of providing good service and
free chilling equipment to the retailer.

I found in some outlets Flange is failed to draw the customer attention

because it is not easily visible.
I found so many outlets they want visi coolers from Coca-Cola.

Suggestions & Recommendations

Company should convince retailers to have promotional tools decorating

with coke products and should tell them why these elements are important
and how company as well as Retailers is getting benefit of using these
activation elements.
Company should focus more and more on E&D Outlet because most of the
E&D outlets dont have promotional tools of the company and overall
average score of these outlets is very less.

Company should reframe the Flange to an attractive and big size because the
current look and size of Flange is not attractive and fail to draw attention of
the population.
Overall service should be improved because many of the retailers are not
satisfied with company service.
Company must provide free chilling equipment to the outlet where needed
and also company should work out on the complain of Retailers.
The Company should measure Retailers satisfaction regularly and should
maintain proper communication with them.
Company can increase the sales when it considering more on retailers, their
suggestions or complaints about service or product so that necessary action
can be taken.
Review meeting should be often held so that the working pattern of the
executives can be checked and improved if needed.
Company representatives should visit retailers and should make a long-term
relationship with retailer so that they can push the product.
Distributers should be convinced to pass the incentives to the retailers so that
they are motivated to promote this brand.

Increase the number of dealers and retailers as this will help in making high
sales volume.
Now company should launch new taste of soft drinks like recently launched
Minute Maid & also launched new product in another flavor.
In winter Season Company should give more discount & schemes to
retailers so that they sell more our produ

LIMITATIONS OF THE RESEARCH WORK

Considering the fact that Nothing is prefect in the world, every
individual is bound to make mistake at some points, and it is genuine.
The study was restricted to Kanpur region only.
Limited knowledge of the researcher in the field of research may lead to
interpretation errors.
The respondents may be biased or influenced by other factor.
A busy schedule of dealers/ retailers also makes the collection of
information a very difficult one.
The project is purely based on observation & verbal meetings and may be
influenced by unprecedented factors.

 Non-co-operative behavior of respondent was a big problem in this

survey. .
The research was based on primary collection of data through voice
interview and observation so there may be chances of human error.
The research was depending on the information provided by the
respondents (retailers). It may insufficient.
As associated with project, time and money were the major limitations
with project.

CONCLUSION
There are some important conclusions about brand preferences:
Coca - Cola brand is most famous among retailers and consumers at

Kanpur.
Under Coca - Cola Thums Up, Mazza sprite,limca,fanta

is

most famous brand which is recognized for its strong taste.

There are also a large no. of unbranded customers, who are
totally retailer oriented. We should try to convert them into coke
branded customers by good supply to retailers.
According to survey 28 % retail outlets were captured by Coca Cola only where as only 12 % was captured by Pepsi. This is a major
advantage to us. We can increase this no. by converting mix
outlets into our monopoly outlets by giving them some extra
benefits.
Thunda Matlab Coca - Cola is the most famous add.
Due to brand name taste and quality all the retailers prefer coke.
The shops where Pepsi and both brands are they also prefer coke but
some shops are not satisfied by discount and scheme of coke in
comparison to the Pepsi because cokes van comes timely to the shops,
companies offers visits everyday or at least 2 to 3 times in week.
Purity of visi cooler of coke is better then Pepsi. Coke always pays
attention towards brand order, purity better supervision in each and
every shop. Except 2 or 3 retailers all are pleased by coke, its
marketing element, and service.

Pepsi can charge its bottles with coke but coke does not charge its
bottles with Pepsi.

BIBILOGRAPHY
S.No.

Author

Title

1.

Philip kotler

Marketing Management

2.

VS Ram Swami

Marketing Management

Publisher
Prentice, Hall of India
Mac Millan

3.

Joel R. Evans

Marketing

Biztantra Berry Berman

4.

Chunawalla S.A

Advertising

Prentice, Hall of India

Web Sites Referred:

www.pepsi.com
www.marketingteachers.com
www.coke.com
www.cokacolaindia.com
www.google.com

QUESTIONNAIRE
NAME OF OUTLET OWNER:
AREA
CONTACT NO.:

(A ) GENERAL QUESTIONS
1).Type of channel?
a) Grocery

( )

b) Eating & Drinking ( )

c) Convenience

( )

2). Type of category?

a) Diamond

( )

b) Gold

( )

c) Silver

( )

3). Are you familiar with project ?

a) Familiar

( )

b) Unfamiliar

( )

4).Your belief on Coca Cola increased from Project by?

a) 25%

( )

b) 50%

( )

c) 75%

( )

d) 100%

( )

5).What kind of incentives you are getting from distributors?

a) Schemes

( )

b) Prizes

( )

c) Scratch coupons

( )

d) Cash discount

( )

e) None

( )

( B ) AFTER PROJECT
6) Improvement in condition of visi-cooler?
a) Yes

( )

b) No

( )

c) As it is

( )

20%
8%
YES

NO

7) Has the availability of product increased?

a) Yes

( )

b) No

( )

c) As it is

( )

AS IT IS
72%

9%

9%
YES

NO

82%

AS IT IS

8) Has the activation of outlet increased?

a) Yes

( )

b) No

( )

c) As it is

( )

10%

12%
YES

NO

78% AS IT IS

9) Is the delivery of Coca colas product increased?

a) Yes
b) No

( )
( )

c) As it is

( )

13%

7%
YES

NO

80%

AS IT IS

(C ) PERFORMANCE OF PROJECT
10) What is the performance of Market developer?
a) Poor

( )

b) Good

( )

c) Better

( )

d) Best

( )
9%
18%
GOOD 73%

BETTER

11) What is the frequency of deliveryman visit?

a) Daily

( )

BEST

b) Weekly

( )

c) Monthly

( )

d) Never

( )
7%

DAILY

WEEKLY

MONTHLY
93%

NEVER

12) What is the frequency of visit of DGM/MEM?

a) Daily

( )

b) Weekly

( )

c) Monthly

( )

d) Never

( )

3%2%

DAILY

WEEKLY
79%

16%
MONTHLY

13) Do you want to continue with project?

NEVER

a) Continue

( )

b) Discontinue

( )

7%

CONTINUE

93%

DISCONTINUE

14) Any suggestion?

RETAILER SURVEY

Name of Retailer / Shop ...

Address .
1. How many soft drink companies are in the market?
2. Do

you

have

all

these

companies?

(Y/N)

3. Which

one

is

the

largest

selling

brand?

4. How many carettes / cases do you sold in a week /

day?
Brand
Coca Cola
Pepsi
5. How many customers demand as a brand or any cola
(in percentage) ?...................................................
6. Which brands customers ask more
a.

coca cola

b.

Pepsi

7. In which company do you get more benefit?

a. Coca-Cola
b. Pepsi
8. If they have SGA:
a. Company Name.
SGA Type
b.

ID No.