ON

A STUDY ON DIFFERENT COLDDRINKS CONSUMED BY CUSTOMERS

SUBMITTED IN WINTER PRPJECT OF MASTER IN BUSSINESS ADMINISTRATION

UNDER GUIDANCE OF:

SUBMITTED BY:

INTRODUCTION

INDEX
TITLE PAGE AKNOWLEDGEMENT MEANING OF PROJECT INTRODUCTION
CHAPTER 1: INTRODUCTION1-8
OBJECTIVE OF THE STUDY SCOPE OF THE STUDY

PAGES NO.

CHAPTER 2: PROFILES..9-12
HISTORY OF THE COMPANY RECENT DEVELOPMENTS

CHAPTER 3: INDUSTRIAL PROFILE.13-20

SOFT DRINK INDUSTRY IN INDIA COLA IN INDIA VISION OF COLA IN INDIA MISSION OF THE COLA IN INDIA

CHAPTER 4: PRODUCT PROFILE21-32

SOFT DRINK INDUSTRY IN INDIA COCA-COLA IN INDIA VISION OF COCA-COLA IN INDIA

MISSION OF THE COCA-COLA IN INDIA

CHAPTER5: THE COMPETITIVEAREA33-46

THE COMPETITIVE AREA AMONG COKE AND PEPSI ADVERTISING ADVERTISEMENTS TARGETED BY COKE PROMOTION BY THE COMPANY

CHAPTER 6: MARKETING DEPATMENT47-50

MARKETING DEPARTMENT SALES PROMOTION TECHNIQUES OF COMPANY CRITERIA FOR PROVIDING FREE CHILLING EQUIPMENTS S.G.A PROVIDING COMPANIES

CHAPTER 7: METHODOLOGY.51-59
RESEARCH METHODOLOGY DATA ANALYSIS

CHAPTER 8: HYPOTHESIS60-66
TESTING OF HYPOTHESIS SWOT ANALYSIS

CHAPTER 9:CONCLUSION..67-71
CONCLUSION FINDINGS SUGGESTION

CHAPTER 10: QUESTIONAIRE71-75

QUESTIONAIRE DECELARATION

 REFRENCES

PREFACE
The academic knowledge that we management student gather until and unless is applied practically is to come useful aspects is of no use. It has been the general phenomena of present business management world. It lays down the stress on the proper implementation of the theoretical knowledge into the real life practical aspects. Keeping in new this trend and to make ourselves aware of real life facts, the student of management institutes College of Science & Engineering Jhansi. I found the project very interesting. By working on such a versatile project, I was able to find out the various comparisons during the research of the project THE COMPARATIVE STUDY OF VARIOUS COLD DRINKS CONSUMED BY CONSUMERS

DECLARATION
Hereby declare that the project report entitled STUDY OF CONSUMER PREFERENCE TOWARDS NESTLE AND CADBURY CHOCOLATES submitted for the degree of Master of Business Administration, is my original work and the project report has not formed the basis for the award of any diploma, degree, associate ship, fellowship or similar other titles. It has not been submitted to any other university or institution for the award of any degree or diploma.

Place: Date Dharmendra Pratap Singh MBA-IV Sem 0714570021

ACKNOWLEDGEMENT

I am highly indebted to my project mentor Mr. Vikas Chaurasia & Mr. Nitin Shivhare for their continuous support, supervision motivation and guidance through out the tenure of my project in spite of her hectic schedule who truly remained driving spirit in my project and her experience gave me the light in handling research project and helped me in clarifying the abstruse concepts, requiring knowledge and perception, handling critical situations and in understanding the objective of my work.

I would also like to express my heartiest thanks to all the respondents who took time for answering my questions.

Dharmendra Pratap singh M.B.A. IV SEMESTER 0714570021 2007-2009

MEANING OF PROJECT
The word Project has great specification in the field of management before starting any work we must have an idea about its basic. The meaning of the PROJECT is as follows: -

P The word p signify the phenomenon of planning, which deals symbolization and proper arrangement of sensex and suggestion on respectively in accordance with need.

R It stand for associated with word resource with which guides to promote planning.

O This letter stands overhead expenses on unestimated expenses, which occur in manufactures designed or layout of project.

J This letter stands for joint efforts i.e. Project work which is undertaking should be completed with a combined effort.

E This stands for engineering i.e. worker undertaken is to be employing technical process.

C This stands for the phenomenon of constriction on which is more essentially and basic form of work.

T This stands for the techniques unless techniques to work is not Known.

CHAPTER - 1
INTRODUCTION

OBJECTIVE OF THE STUDY SCOPE OF THE STUDY

OBJECTIVES OF THE STUDY

The survey was conducted in JHANSI city in keeping following objectives in view: The survey was done to find out the present status of Thums Up,

Coca-Cola, Fanta, Limca & Maaza in the retail outlets. To find the receptivity of the brand among the retailers and

consumers particularly of eating & drinking, grocery store, and convenience shops. To study the distribution and marketing strategy of thums up, coca-

cola, fanta, limca, and maaza- the major competitor in this category. To find out available opportunities in the market by finding gaps in

competitors penetration.

To collect data about the retailers that can be used for activating new

channels and merchandising opportunities. To find out ways to increase the sales of the new launches in different

channels.

To determine the market share of different Cold Drinks Company.

SCOPE OF THE STUDY

Scope of the study for COLA companies, by this study, the company will come to know: -

Through this study we can know about the growth of cold drinks. This study will also help to us to know about the promotional

activities of cold drinks.

Through this study we will know about the availability of different

cold dinks in the market. This study will also help us to know about the percentage of cold

drinks which are preferred by customer .

CHAPTER 2

HISTORY OF THE COMPANY

RECENT DEVELOPMENTS

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. In 1977 Cola began packaging Coke and other drinks in two-liter plastic bottles. The popularity of these large bottles grew over time, and their sales

earned the company new project, primarily in small specialty and convenience stores. In 1982 the company introduced Diet Coke, which soon becomes the bestselling diet soft drink in the world. Also in 1982, Coca-Cola purchased the motion-picture company, Columbia Picture Industries, also know as Tri-star Pictures, for almost $700 million. Two year later, the company sold off its Columbia holdings and other media acquisitions to Sony Corporation for over $1.5 billion.

By 1984 Pepsi-Cola had gained on Cokes previous domination of the U.S. market to the point that the two had almost equal sales. In an attempt to return market dominance, the company attempted the first-ever reason of the original Coke recipe. The American public largely rejected New

Coke, and so the company quickly returned to also producing the old recipe under the name Coca-Cola classic.

RECENT DEVELOPMENTS

In 1986 The COCA-Cola Company consolidated all of its no franchised U.S. bottling operating as Coca-Cola Enterprise, Inc. The new company began acquiring independent bottling companies, a venture that grew into the worlds largest bottle of soft drinks by 1988, while Coca-Cola Enterprise distributes over half of all Coca-Cola products in the United States, small franchises businesses continue to bottle can and distribute the companys drink worldwide. In 1987 The Coca-Cola Company was fisted in the prestigious Dow Jones Industrial Averages index of stock market performance. Its stock is traded on the New York Stock Exchange. Coca Cola and Pepsi Company

products occupied nine of the top ten spots in the U.S. soft drink market in themed-1990s.

Worldwide, Coca-Cola ranked first in soft drink sales, and the company earned almost 80 percent of its profits from international sales.

CHAPTER 3

SOFT DRINK INDUSTRY IN INDIA COCA-COLA IN INDIA VISION OF COCA-COLA IN INDIA MISSION OF THE COCA-COLA IN

INDIA

SOFT DRINK INDUSTRY IN INDIA INTRODUCTION

The Indian Soft-Drink Industry is a 3500 crore rupee Industry comprised of consumers throughout the country, and of all ages. The industry has been comprised of all Indian Soft-Drinks manufactures and the multinational Coca-Cola up to 1976. From 1976 to 1989, the industry only comprised of Indian manufacturers namely, Parle, Campa-Cola and Dukes. Decades of 90s have brought changes in Government Policies of liberalization, which has

helped user in two huge American Multinational Pepsi-Cola international and Coca-Cola.

THE CHRONOLOGY OF SOFT-DRINK SCENARIO IN INDIA 1977

Refusing to dilute its equity stake, Coca-Cola winds up it operations in the country. Thums-Up from Parle and Campa-Cola from Pure

Drinks launched.

1986
Government. An application for a soft drink cum snack food joint venture by Pepsi. Voltas and Punjab agro is submitted to the Indian

1988
Final approval for the Pepsi food limited project granted by the Cabinet committee on economic affairs of the Rajeev Gandhi Government. Coca-Cola South Asia Holding Incorporation of the

U.S. files an application to manufacture soft drinks concentrate in Noida (Delhi) free trade zone.

1990
North Indian. Pepsi Cola and 7 Up launched in limited market in

The Government clears the Pepsi Project again but with the brand name changed to Lehar Pepsi. Simultaneously, it also rejects the application of Coke. Citra hits the market from the Parle Stable.

1991
Britco food files an application before FIPB to set up

a new 50 crore facility in Maharashtra.

Pepsi extends its soft drink reach on national scale.

Products launched in Delhi and Bombay. Britco foods application cleared by the FIPB, Pepsi

a while.

and start initial negotiations for a strategic alliance but talks break of after

1993
about two years. Pepsi launches Teem and Slice to counter Limca and Maaza respectively from Parle. Pepsi captures about 30% market share in

Coke files an application for a 100% owned soft Rajan Pillai. The Government clears the Coke

drinks company with FIPB, Decides to part ways with application in record time. Voltas pulls out of the Pepsi Food Limited joint

venture. Pepsi decides to buyout the Voltas share and raises its equity to 92% Report of Coke Parle joint gain strength. Pepsi launched 1 liter bottles in Pepsi-Cola, Mirinda

and Teem flavors. Sweeps off the 100ml segment over Pure Drinks. Coca-Cola buys out Parle and major leaders of the

market, Ramesh Chauhan, becomes a part of the Coke game plan.

 India.

Fountain Pepsi launched in the Northern part of

Coca-Cola hits the Indian in 300 ml at the price of 250

ml. Equity 100% for Coca-Cola. Pepsi jump up in to Mineral Water name Aquafina.

2000

Coca-Cola Indian has registered a growth of 18th

percent in its net sale during the first quarter of the current fiscal year. Hrithik the burning sensation of Bollywood is hired to

advertise Coke is very effective.

2001
Coca-Cola upgraded from 1.5 ltr. To 2 ltr. Coke hired Ashwaria, Amir Khan and Hrithik for

effective advertising.

COCA COLA IN INDIA

The Coca-Cola Company entered India in the early 1950s. It set up four bottling plants at Bombay, Calcutta, Kanpur and Delhi. In 1950 as there were negligible companies in Indian market therefore Coca-Cola did not face much competition and they were accepted in Indian market more easily. By the end of 1977 Coca-Cola had captured more than 45% of market share in India. Then Coca-Cola left India following public disputes over share holding structure and import permit.

As per FERA REGULATION the company was required to India close operation by May 5, 1978 yet strongly enough the companys operation come to end in July 1977. In October 1993, Coca-Cola returned to India after 16 years of absence with the slogan Old waves have come to India again first launched in HATHRAS near AGRA HOME of the famous TAJ MAHAL. At this time Parle was the leader in soft drink market and had more than 60% of the total market share in soft drink Coca-Cola joined hand with Parle and strategic alliance with Parle export give the company instant ownership of the nation top soft drinks brands Thums-Up, Limca, Citra, Gold Spot and Maaza access to Parles extensive 62 plant bottling network and a base for the rapid introduction of the companys international brand by striking a $40 million deal with Parle Coke almost a clear sweep and made it goal as To become an all occasion drink not a special treat beverage.

VISION OF COVA -COLA IN INDIA

Provide exceptional strategic leadership in the Coca-Cola India System resulting in consumer and customer preference and loyalty through Coca-Colas commitment to them, and in a highly profitable Coca-Cola corporate branded beverage system.

MISSION OF THE COVA -COLA IN INDIA

Create consumer products, services and communications customers service and bottling system strategy processes and tools in order to create competitive advantage and deliver superior value to: superior beverage experience. drinks. volume. Bottlers as an opportunity to make reasonable to grow profits and Consumers as an opportunity to grow profits through the use of finished Consumers as a

 added.

TCCC

as

trademark enhancement and positive economic value Suppliers as an

opportunity to make reasonable profits when creating real value added in an environment of system wide teamwork, flexible business system and continuous improvement. superior career opportunity. development. Indian society in the form of a contribution to economic and social CCI associates as

CHAPTER 4

PRODUCT CONSUMER DIFFERENT MODUS

PROFILE OF COLA COMPANIES

CHOICE AT A GLANCE

PLAYERS IN THE SOFT DRINKS MARKET

OPERANDI

PRODUCT PROFILE OF COLA

There are nine brands of coca-cola in India and they are differ in taste, flavor and also in their colours.

1.COKE
Coke is considered to be a cola drink. It is generally preferred by all sections of consumer. This is a case cow brand for the company in terms of sales revenue.

2.THUMS-UP
Thums-up is also considered to be a cola drink. It is hard in comparison to coke. It is preferred by all section of consumers but especially to teen-agers. It is a big source of company to cash its publicity.

3.LIMCA
Limca is considered to be lemony in taste, and comes under the category of cloudy lemon because of its colour, which is similar to that of clouds. It has to yield good sales revenue. It is generally preferred by Children & Women.

4.FANTA
FANTA ORNAGE, It is orange flavor & preferred by Children & Women.

5.MAAZA
MAAZA MANGO, in maaza cold drink no gas only based on juice. It is a non-aerated soft drink. It is preferred mostly Children & Women.

6.KINLEY SODA
This is a soda drink. It has no colour and no flavor. It is generally used with alcohol and used by adults.

7.SPRITE
Sprite is a good product at cola and contains at lemon flavor.

8.KINLEY WATER
Kinley water is a fresh and mineral water and market competitor of Bisleri and Aquafina.

9.MINUTE MAID
In Minute maid pupply orange cold drink no gas only based on orange juice. It is a non-aerated soft drink and market competitor of Tropicana Twister.

CONSUMER CHOICE AT A GLANCE

Coca-Cola Thums-Up Limca Fanta Maaza Sprite Kinley Soda Mainly preferred by the Youngster & Kids. Youngster. Common Drink. Basically Preferred by Ladies and Kids. Also Ladies and Kids. Not clearly defines. Mostly those who consume liquor.

DIFFERENT PLAYERS IN THE SOFT DRINKS MARKET

PEPSI
Caleb Brandhum, a North Caroline Pharmacist, structure Pepsi Cola in the 1890s as cure of dyspepsia (indigestion). In 1902, Bradhum applied for a trade mark, issued ninety seven share of stock and began selling Pepsi syrup in earnest. In his first year of business he spend $1900 on advertising a huge sum that he sold only 8000 gallons of syrup. In 1905 Bradhum built Pepsis bottling plant. By 1907 he was selling 10,000 gallons a year, two years later, he hired a New York advertising agency. After passing through many troubles for some period now Pepsi is a market leader in international arence and is available in 187 Nations throughout the world in 18 flavors having its Head Office in New York, United State. Pepsi has 13 bottlers with 26 plants in India. Through this compared with 60 plants of Coke is quite less, yet the market share of Pepsi has increased quite significantly.

PEPSI IN INDIA

This $3040 billon, New York (U.S.) based Pepsi Company, had to start from scratch after entering the country in 1989. Deep blue Pepsi, is a broad based food and beverage company, deriving more than 60% of its sales and operating profits from its snack foods and restaurant business.

Pepsi started its commercial production in 1990 with plants, one at Channo (Sangrur) and other at Jahura (Distt. Hoshiarpur). Pepsi drink, which was introduced six year back, has now become the household name thought the country. The Marketing efforts of Pepsi in the first three year were so successful, that Pepsi had taken major market share of Parle and Parle has to face hard times. Pepsi-Cola has been positioned as a drink for the young. Its popular slogan YEHI HAI RIGHT CHOICE BABY go to show that appeal is significantly for the younger generation in a popular, much aired commercial, Bollywood star Sachin Tendulkar. Began to cdroon in the tune only after hed guzzled, the right cola, made the smart choice (A-Ha!). Behind the hype in an effort invisible to consumer Pepsi pumped in Rs. 300 crore to add muscle to its infrastructure in bottling and distribution. At present Pepsi is at war with Coke at National level.

CADBURY SCHWEPPES
Cadbury Schweppes are joined force of Cadbury found in 1824 of U.K. and Schweppes of Ireland founded in 1783. Cadbury Schweppes is unified bussing which manages the relations his with over 240 franchised bottling operation on Zambia and Zimbabwe. Cadbury Schweppes has fottlery and partnership operations in 14 countries around the world.

CADBURY SCHWEPPES IN INDIA

May 1995 one more soft drink Cadbury Schweppes entered the Indian soft drink market and now the competition in this industry is more due to rise in the number of competition and also due to large product range that they all are offering to the market. Cadbury Schweppes, just about two year old in India udebtufues with the guerilla. Number three in the aerated soft drink market after Pepsi and Coca-Cola Company; it is resorting to some very smart footwork to gain its share of silence.

The company wants to be number one in the non-cola aerated soft drink market, to which end it has unabashed a series of tactics. WE DONT DIRECTLY HIT COMPETITION BUT CHOP AT AWAY AT THE ENGED. Says Ashok Jain C.E.O Cadbury Schweppes India. The idea is to convert the narrow scrip to a niche and build it to a position of reverence with a consumer. John S. Perberton, who in 1886 first construed coke syrup in his laboratory, knows little that he had made a formula that would sell one day to a thirsty market of 13.1 billion dollar coke drinkers. Perberton was morphine addict who was trying to create marketable patent medicine. When his experiments led to the new scared Coke formula. He had only modest success selling Coke in Atlanta and he sold his formula and right for a pittance. He died in 1888. Atlanta druggist as a Candler who soon gained control of Coca-Cola is in many way the true father of coke. He transformed the small time operations in to a nation wide soda fountain sensation. Early on, Coke had a distinct cocaine kick, even through corporate, Coke has long dispute. This piece of America folk care, saying the coke leaf, was they with the syrup and training needed to produce distributes and sell the product and above all the most valuable assent, the trademark.

Also coca-colas main revenue stream is from the sale of concentrate of its bottles. In India, the sole rights the manufacturer concentrate rests with its 100% subsidiary coca-cola beverages near Pune. A unit of concentrate makes 400 cases (of 24 bottles each) and according to an estimate generates income of Rs. 20 per case for the parent company.

Bottlers maintain their production line to coke standard of 600 bottles per minute. Today the two multinational operates in two ways. COBO-Company owned bottling operation, and FOBO-Franchisee owned bottling operation.

COKE IN INDIA
Despite the formidable track of its parent (Coca-Cola Company the $18 billion gaint, based in Atlanta U.S.), Coca-Cola Indias record in Rs.1800 crore soft drinks market is prominent. Coca-Cola entered Indian market after 16 years from Hathras December 1993 Coca-Cola became the undisputed leader of the Indian soft drink industry, because if their acquiring rights of Ramesh Chauhans aerated Parle drinks.

With one stroke of the pen, and a bill of 140 crore coca-cola picked by five brands- Thums Up, Limca, Gold Spot, Citra and Maaza with a combined market share of 69 percent with Thums Up alone accounting for 56% of the then 650 crore cola segment. Coca-Cola worlds largest selling soft drink and which sells nearly half the soft drink of world market its reentry with planned strategy.

MODUS OPERANDI
The multinational soft drink companies carry their business by licensing bottlers around the country or more technically franchising the bottlers and supplying also. With retail prices ranging to Rs.9-10 per bottle (300ml) for consumer and Rs.196 per crate (24 bottles) for retailers. A bottler must pay as such as 34% of the price per case as excise duty, sales and turnover tax. A further 10% goes into expenditure on local advertising and sales promotion. Distribution and transportation cost takes care of another 10% Raw material cost, Concentrate, Sugar, Citra, Acid, Bottle caps etc. eat up another 23% production cost, in terms of fuel, power, maintenance and labour add up to 14%.

Thus leaving a bottler with a margin of 9%, again 4% of this would go into warheads and interest charges, trimming down the margin to a simply 4-5 % a bottling operation, thus is viable only large volume. (This is also one of the reasons of FOBO being converted in COBO). The consumer, obviously, shoulders most of the burden, bottle cost are also critical component of soft drink business.

Coke is positioning all of its beverages as all seasons beverages rather than only summer drinks; this will greatly help to increase consumption. In summer coca-cola was coping with a change, C.E.O-Alex Born has replaced David Short. Coke has made India its home; coke is experimenting with mobile dispensing units at beaches and stadiums, going out towards consumers. Our goal is to have available within arms reach of desire. Nicholas once said (Retd. C.E.O). While Pepsi wants people to come to them, Coke plans to after consumer.

Cokes objective in short run shall be converted Pepsi drinks, rather than Thums Up drinkers to Coke.

CHAPTER 5

THE

COMPETITIVE

AREA

AMONG

COKE AND PEPSI

ADVERTISING

ADVERTISEMENTS

TARGETED

BY

COKE

PROMOTION BY THE COMPANY

THE COMPETITIVE AREA AMONG COKE AND PEPSI

The soft drink market all over the world as been witnessing a neckto-neck battle between the two major players; Coca-Cola and Pepsi since very beginning. The thirst quenchers are trying hard to have the major piece of the apple of overall 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 been dominating the scene in most of the soft drink market of the world and enjoying the leadership terms of the market share. But the coca-cola people are finding it hard to deep away Pepsi, which has been narrowing the gaps regularly;

the two are posing threats for each other in every nook and corner of the world. While coca-cola has been earning most of the part of its bread and butler through beverages sales, Pepsi has a multi products portfolio with a handsome portion from the same business. The two warriors are face to face once again here in India with different strategies and policies to attack at rival Coca-Cola is focusing upon the joint ventures with the existing bottlers to enhance its control on manufacturing and marketing of its product range and attain the quality standards of its class. Countering its Pepsi has taken the baton in its own hands by floating and investment of $95 millions to set 6 Pepsin Co. India Holdings, a subsidiary for companys owned bottling operation (COBO). Both of the companies are following different path of reach the same destiny i.e. to fetch the bigger portion of aerated soft drink market in India. Both the competitors have distinct vision and priorities about the Indian soft drink market. Through having so much difference and distances with each other, they both consider India as a huge potential market as per capita consumption here in more 3 servings per year against an international of 80. Throughout, they are putting their best efforts to woe Indian consumer who has to work for 1.5 hours to by a bottle cross over for both the athletes running for getting No.1 position.

Coca-Cola is well set with its 53 bottling sites throughout the country giving it an edge over competition by possessing a well built manufacturing and distribution set up on the other side of picture, Pepsi, with two more year in India, has been able to set an image of winner this giants are ready to turn every stone of opportunity with a mindset of long tenure this time. Coca-Cola has been penetrating the market through its wide product range with a determination to change competition pattern of soft drink in India. Firstly, they upgraded the whole industry by introducing 300 ml bottles, which in turn, had given the industry a booming growth of 20 % as compared to 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, nibu pani, water etc. Pepsi is quite aggressive in its approach to Indian consumer. They are desperately working in the strategy to be winner side in the hot cola war between tow big barons. According to Pepsi philosophy its the madness that encourages executives to thin to conjure up those creative tactics to knock the fizz out of their competition. Pepsi had pumped a large amount on the visibility of its blue-red-and-white logo. They have been going with aggressive marketing by putting Sachine Tendulkar and now

Shahrukh Khan in their advertisement to endorses their brand, the role models for its targeted consumer the teenagers. They have increase the fizz in the market price by introducing the dispensers called fountain Pepsi and been enjoying a lead over its rival three. Coca-Cola on the other hand, has been working on the saying skew and stead with race, side by side retailing to the every move of its competitor. They have produced the shield of Thums Up with a handsome market share in India soft drink market. Countering Pepsi; international commercial that used two chimpanzees to coke a snack at coke, Thums Up came with the aid line, Dont be Bandar, taste the thunder Also Thums Up has been positioned now very near to that of young in age of Pepsi and giving it tuff time.

Everything has been put on fire by these cool merchants. If Coke got the status of the Official drink of Wills World Cup, Pepsi blushed as Nothing official about it. As Thums Up projected as Saare Jahan Se Achchha. Pepsi was passionate enough with Freedom to be. When Thums Up came up with Thunder Blast, the other one offered, Pepsi Stuff Card. If red color is meant for Coke, Pepsi has chosen to be Blue. In this way, Indian consumer is getting more fizz and punch from the two big brothers and he has to given not about the winner.

ADVERTISING
Advertising is non-promotion of goods and services, by a sponsor (a firm or person) who can be identified and who has paid for this communication. This purpose of advertisement is to sell something a good service, idea person or place, either now or later this goal, reached by setting specific objective that can be expressed individual ads. Those are incorporated into an advertising campaign recall again from the buying decision process that buyers go through a series of stages from unawareness to target customers to the next stage in the hierarchy say from awareness to interest.

Advertisement plays an important role in the success of coca-cola product since its first newspaper ad. In 1886 that red, coca-cola delicious Refreshing Exhilarating Invigorating. Advertisement is a key of implementing a strategy over one hundred year old to trigger desire as offer and in as many ways as possible.

ADVERTISEMENTS TARGETED BY COKE

To target various consumer segment of soft drink different add featuring cricket star, cine star, pop star have been created. 1.Lisa Ray (famous model) in a very interesting add, which featuring him bathing with sprite. Having a catching line Sprite bujhaye only pyass baki all bakwaas.

2.Amir Khan & Ashwarya Rai (both cine stars), which targeted younger generation. This add. Contained imagery of rugged and romantic for 330 ml of coke. Theme Coca-Cola Ho Jay. 3.Another cola drink from coke i.e. Thums Up. 4.Limca leaving its old image of Lime-n-Limoni drink is been shown as in the add. Featuring Shaif Ali Khan. A drink that could just change the mood at time of disappointment lines. Gala Gaya Sookh Limca Key Liye Ruk. 5.Fanta add. Showing children having lines Bold Ho Jayo. 6.A family giving new look to Maaza Tazza Mango. 7.Diet Coke the exiting add. on the pool with fall swing calling Taste The Power Of One Calorie.

PROMOTION BY THE COLD DRINKS COMPANY

All advertisement expenditure is incurred by cola India, but only D.P. Board, wall painting, S.G.A.s etc. Company spends on it around 8-9 % total sales company invested 305 crore rupees in advertisement Budget. Radio. T.V.

Hoardings. Road signs. Sticker. Neon light. Banners. Newspaper. Magazines. Exhibition. Posters. Sponsoring local events.

MARKETING

SOME

OTHER

TECHNIQUES

FOR

PROMOTION OF COLA COMPANY

Coca-Cola and The Olympic Games

The company's international blitz began in 1926 when company President Robert Woodruff signed Coca-Cola as a sponsor of the 1928 Olympic Summer Games in Amsterdam. The U.S. Olympic Team and

1,000 cases of Coca-Cola arrived at the games by freighter. Since then, the relationship between the Olympic Games and Coca-Cola has only grown!

Many Coca-Cola divisions around the world sponsor individual athletes or teams as well.

1960 -- The Summer Games in Rome - Italian bottlers

welcomed athletes, officials and spectators to Rome with a 45 rpm record of "Arrivederci Roma."

1964 -- The Summer Games in Tokyo - This marked

the first year Coca-Cola aided the athletes, spectators and media with guide maps, sightseeing information and a phrase book. The idea was so popular, it was adapted for use in Mexico City, Sapporo (Japan) and Munich.

1979 -- The Coca-Cola company worked with the

Olympic Committee to create the U.S. Olympic Hall of fame.

1988 -- The Winter Games in Calgary -

Coca-Cola orchestrated a world children's chorus. Also, Coca-Cola opened the venue for what would later be deemed the games number-one spectator sport -- The Coca-Cola Official Olympic Pin Trading Center.

1996 -- The Summer Games in Atlanta -

The Games' centennial, as sole sponsor of the Olympic Torch Relay, Coca-Cola brought the flame to more than 350 cities and towns during the 94-day run.

Olympic Commemorative Cans

Tokyo 1992

Barcelona 1996

Atlanta

2002

2004

2006

CHAPTER 6

MARKETING DEPARTMENT SALES PROMOTION TECHNIQUES OF CRITERIA FOR PROVIDING FREE

COMPANY

CHILLING EQUIPMENTS

S.G.A PROVIDING COMPANIES

DEPARTMENT
Marketing is getting right goods and services at right time and right place to right people at right price with right communication. Today consumers have different measurements to buy above which has a smaller self-life. The major market of soft drink is under the grab of local distributions, which provides the innocent consumers all the sort of connections. G.M Sales Manager

A.S.M

ASSO. S.M.

Area Team Leader Executives

SALES PROMOTION TECHNIQUES OF COMPANY

1. 2. Policy. 3. 4. Distribution System. 5. packaging. Attractive Quality. Wide & Deep Good Advertising. Effective Incentive

6.

Allotting

SGAS

(Refrigerator, Chest cooler, Table Umbrella, Chairs etc.) to retailers. 7. Decorating

Retailers shop by display board, dealers board etc.

CRITERIA FOR PROVIDING FREE CHILLING EQUIPMENTS

With every 1-2

crates purchased daily or alternatively an icebox is provided. For an average

consumption of 5-6 crates a visi-cooler of 4crates. 7-8 crates daily visicooler 7 crates. If purchase For a purchase of

exceeds 8 crates, then 9 crates visicooler or deep fridger is provided with every chilling equipment a steplizer is provided it may be of 1 KV or 5 KV.

S.G.A PROVIDING COMPANIES

Whirlpool India Ltd. Godrej G.E. Appliances Ltd. Western Refrigeration Ltd. Rockwel Industries Ltd.

All these industries are enlisted and approved by Cola Companies.

CHAPTER 7

RESEARCH METHODOLOGY

DATA ANALYSIS

RESEARCH METHODOLOGY
This research involved a study, which was descriptive as well as explorative in nature it basically aims at gathering data about how the coca-cola scheme playing in the mind of shopkeepers & consumer.

METHODS OF DATA COLLECTION

THERE ARE TWO TYPES OF DATA 1. Primary data 2. Secondary data

1. Primary data collection: Primary data can be collected by three methods.

a) Observation b) Experiment c) Surveys

But here, only surveys method of data collection is preferred which is very suitable to reach the researcher motto.

A.

Research

instrument: Printed Questionnaire was used as the research instrument to collect the required

information.
B.

Area of surveys:

The survey was conducted in different location of Jhansi city.

Sampling plan: sampling plan consists of

I. Sampling unit: The retailer of Grocery shop, general

store, betel shop, and medicine store was selected from different places of Kanpur.
II. Sampling size: 100 Outlets.

III. Sampling

procedure:

Simple

random

sampling

procedure was followed

IV. Sampling method: Data were collected by retailer

survey. The retailers are directly contacted and interviewed at their retail counter.
2)

Secondary data collection: As secondary data were not

available with shopkeepers as well as stockiest, so these were collected from company records.

ANALYSIS OF DATA
DATA ARE COLLECTED FROM DIFFERENT LOCATION OF JHANSI LIKE: 1. SIPRI 2. SADAR MARKET 3. SHAHAR 4. ELIET

SURVEY ANALYSIS

THE SURVEY WAS CONDUCTED IN DIFFERENT LOCATION OF JHANSI. TOTAL SURVEY OF 100 OUTLETS WAS CONDUCTED.

AREA WISE SALES OF COCA-COLA COMPANY

SALES

4327 9500 4900

SIPRI SADAR MARKET SHAHAR ELIET

6720

SIZE OF VISI-COOLER IN 250 OUTLETS.

0% 4% 9% 17% 20C/S 9C/S 7C/S 4C/S 70%

IS PRE-SELLING GOOD OR THERE IS SOME GAP AT THE DELIVERY TIME OF THE PRODUCTS?

20%

80%

GOOD. SO SOME GAP.

HOW MUCH OUTLETS HAD THE VISIBILITY PRODUCTS?

250 200 150 100 50 0 BOARD Y N 105 145 FLENGE 36 214 RACK 30 220 TABLE TOP 90 160

LEADING BRAND OF THE COLA COMPANY ACCORDING TO THEIR PREFERENCES.

7% 6%

8%

THUMS UP COCA COLA SPRITE LIMCA

14% 2%

63%

FANTA MAZZA

CHANNEL OF THE COLA COMPANY CONSIDERING SURVEYED (100) OULETS.

E&D 5% GROCERY 29%

CONV. 66%

OULETS BELONGS TO WHICH CLASS MADE BY THE COMPANY?

19 92 83 DIAMOND GOLD SILVER BRONZE 56

INCOME GROUP OF THE OUTLETS.

31% HIGH 54% MEADIUM LOW

15%

MARKET SHARE OF COCA-COLA COMPANY COMPARING WITH PEPSI COMPANY

PEPSI 29% PEPSI COKE COKE 71%

DIVISION OF MARKET

20% COKE 50% 30% PEPSI 0THERS

OBSERVATION 1. I visited about 100 outlets out of which 20% gold, 40% considered
diamond & 40% considered silver outlets.

2. Out of 100 shops covered in different areas, I focused on covering

different shops according to location, so that I can know where coca-cola products have the best penetration. Among the shop covered, 17% were on the chauraha, 35% were on the main road, 28% in the market and 20% were near a residential area.

3. I assigned the various shops covered into different categories. The

various categories covered were Grocery, Confectionary, Bakery, Juice Shops, Ice Cream parlors, Restaurant, Food Joint, P.C.O, Dairy, and Pan Shops.

CHAPTER 8

TESTING OF HYPOTHESIS

SWOT ANALYSIS

TESTING OF HYPOTHESIS
1) HYPOTHESIS
A. NULL HYPOTHESIS (HO): THE COKE PRODUCTS

CONSUMPTION IS MORE THAN THE PEPSI PRODUCTS.

B.

ALTERNATE HYPOTHESIS (H1): - THE COKE PRODUCT

CONSUMPTION IS NOT MORE THAN THE PEPSI PRODUCTS.

C. OF Z= 1.96

LET THE LEVEL OF SIGNIFICANCE IS (LOS) () =5% IN

TESTING THE HYPOTHESIS.SINCE THE TEST IS TWO TAILED TEST, THE VALUE

D. TEST FORMULA P1-P2 Z= PQ [1 + 1] n1 n2

P=n1P1+n2P2/n1+n2 Q=(1-P) WHERE, P P1 P2 n1 n2 TOTAL POPULATION PROPORTION OF COKE AND PEPSI. SAMPLE PROPORTION FOR COKE. SAMPLE PROPORTION FOR PEPSI. SAMPLE SIZE FOR COKE. SAMPLE SIZE FOR PEPSI.

*CALCULATED VALUE OF Z= 1.34 WHICH IS LESS THAN THE VALUE CALCULATED FROM THE TABLE WHICH IS Z =1.96 HENCE NULL HYPOTHESIS IS ACCEPTED.

CONCLUSION: - WITH THE HELP OF ABOVE TESTING WE CAN SAY THAT THE DAILY AVERAGE CONSUMPTION OF THE COKE PRODUCTS IS MORE THAN THE PEPSI PRODUCTS.

2) HYPOTHESIS
i. NULL HYPOTHESIS (HO): -MARKET SHARE OF COCA-COLA COMPANY IS HIGHER THAN PEPSI COMPAMY.

ii. ALTERNATE HYPOTHESIS (H1): - MARKET SHARE OF COCA-COLA COMPANY IS NOT HIGHER THAN PEPSI COMPAMY.

iii. LEVEL OF SIGNIFICANCE () = LET 5% BE THE LEVEL OF SIGNIFICANCE AT, WHICH THE HYPOTHESIS IS TESTED.

iv. TEST FORMULA P Z= P (1 P) n P

WHERE, P=SAMPLE PROPORTION

P =POPULATION PROPORTION n =SAMPLE SIZE

*CALCULATED VALUE IS LESS THAN VALUE CALCULATED FROM THE TABLE THAT IS 1.96 HENCE NULL HYPOTHESIS IS ACCEPTED. CONCLUSION: - SHARE OF COKE COMPANY IS HIGHER THAN PEPSI COMPANY.

3) HYPOTHESIS
a) NULL HYPOTHESIS (HO): - PRE-SELLING IS GOOD. b) ALTERNATE HYPOTHESIS (H1): -PRE-SELLING IS NOT GOOD. c) LEVEL OF SIGNIFICANCE IS (LOS) () = LET 5% BE THE LEVEL OF SIGNIFICANCE AT, WHICH THE HYPOTHESIS IS TESTED. d) TEST FORMULA P Z= P (1 P) n P

WHERE, P= SAMPLE PROPORTION. P = POPULATION PROPORTION. n = SAMPLE SIZE.

*CALCULATED VALUE (1.56) IS LESS THAN VALUE CALCULATED FROM THE TABLE THAT IS 1.96 HENCE NULL HYPOTHESIS IS ACCEPTED.

CONCLUSION: - PRE-SALE CONCEPT OF COCA-COLA COMPANY IS GOOD.

SWOT ANALYSIS STRENGTHS

1. 2. 3.

Improved quality control. Latest technology. Heavy investment in both infrastructure and sales promotion

campaigns. 4. 5. 6. Modified and attractive packaging. Strong advertising net work.

WEAKNESS
1. Entire infrastructure needs a face-lift. 2. Unskilled labour. 3. Tight case policy. 4. Fear of retrenchment among the workers.

OPPORTUNITIES
1. 2. 3. Wide market. Good rural market. Direct distribution.

THREATS
1. Stiff competition. 2. Illegal distribution done by some distributors. 4. Changing of consumer preference.

CHAPTER 9

CONCLUSION

FINDINGS

SUGGESTION

CONCLUSION

EVERY THING IN THIS WORLD IS MADE TO UTILIZE PROPERLY BUT IT SHOULD BE REACH AT THE PROPER PERSON OR TO THE PROPER UTILIZED AREAS. OTHERWISE THE VALUE ADDED TO THOSE THINGS BECAME IN VEIN.

AS THERE IS A PROVERB THAT,

FAR FROM EYE, FAR FROM HEART THUS MARKETING ROLE PLAYS A VERY IMPORTANT ROLE IN ACHIEVING THE OBJECTIVES OF A COMPANY. UNDOUBTLY, VALUE UTILITY IS CREATED BY THE

MANUFACTURE OF PRODUCT OR SERVICE BUT TIME AND PLACE UTILITIES ARE CREATED BY MARKETING ROLE. ACCORDING TO DRUCKER, BOTH THE MARKET AND THE DISTRIBUTION CHANNELS ARE OFTEN MORE CRUCIAL THAN THE PRODUCT. THEY ARE PRIMARY: THE PRODUCT IS SECONDRY. IN AN ECONOMY LIKE THAT OF INDIA, WHERE MARGINAL SHORTAGES CAN LEAD TO DISPROPORTATION DISTORTION IN PRICES, A DEPENDABLE AND EFFICIENT DISTRIBUTION SYSTEM IS VERY MUCH ESSENTIAL. THE DISTRIBUTION SYSTEM CREATES A VALUE ADDED TO ALL MOST ALL PRODUCTS.

ALL FROM THE ABOVE STUDY NOT WITHSTANDING ITS RESTRUCTING EFFORTS PEPSI IS STILL FAR AWAY WITH ITS GREAT COMPETITOR LIKE COKE.

FINDINGS
THE MOST POPULAR FLAVOUR IN THE MARKET IS THUMS UP. COCA-COLA IS MARKET LEADER AND PEPSI IS THE MARKET

CHALLENGER IN THE WHOLE MARKET WHERE I HAVE SURVEYED. FROM THE COCA-COLA PRODUCTS THUMS UP AND THE PEPSI

PRODUCTS DEW IS THE HIGHEST SELLING IN THE MARKET. COCA-COLA IS THE MARKET LEADER IN OVERALL MARKET. IN SOME AREAS THE SUPPLY OF PEPSI IS BETTER THAN COCA-COLA. IN THE CASE OF THE MINERAL AQUAFINA IS SELLING MORE THAN

KINLEY. I HAVE FOUND THAT A RETAILER GIVES MORE PREFENCE TO THE

COCA-COLA PRODUCTS LIKE THUMS-UP, MAZAA, SPRITE, AND FANTA. IN THE CASE OF THE SCHEME PEPSI IS PROVIDING MORE SCHEMES

THAN THE COCA-COLA. SALES HAVE INCREASED AFTER LOCATING VISI COOLER OUTSIDE

OF OUTLET. THE COMPANY NEW CONCEPT PRE-SALE GOT THE GOOD RESPONSE

MEANS THE CONCEPT OF PRE-SALE PREFERS BY THE RETAILERS. ACCORDING TO THIS SURVEY IN 80% OUTLETS PRE-SALE

RESPONDED WELL WHILE IN 20% OUTLETS RESPONDS WAS LOW.

THE COMPANY HAS INTRODUCED A 1.25 LTR PACK FOR THE LOWER

CLASS FAMILY. THE STORE IS CATEGORISED ON THE BASIS OF THEIR SALE, IT

MEANS DIAMOND, GOLD, SILVER.

RETAILERS DO NOT GET THE COMPANYS ACTUAL SCHEME. SOME AGENCIES MAKE FAKE BILLS BY WHICH THEY TRY TO EARN

PROFIT WHILE IT IS ILLEGAL. PRODUCTS ARE SOLD OUT OF ARES BY DISTRIBUTOR TO SAVE THE

SCHEMES. IF RETAILERS COMPLAINTS REGARDING DISCOUNTING & TRADE

SCHEME THEN HE IS NOT RESPONDED PROPERLY. DISTRIBUTORS HAVE NOT MAINTAINED PROPER STOCK SO THAT

RETAILERS DO NOT GET ALL THE PRODUCTS BY WHICH SALE, DISCOUNTING & TRADE SCHEMES ARE EFFECTED. THERE IS A COMMUNICATION GAP IN DISTRIBUTION CHANNEL SO

RETAILERS ARE NOT GETTING ADVANTAGES OF DISCOUNTING & TRADE SCHME. IN OFF SEASON WHEN SALE OF COKE PRODUCTS IS REDUCED IN

COMPARISON OF SEASON. THEN RETAILERS WANT MORE SCHEMES.

SUGGESTION
SUPPLY DISTRIBUTION SHOULD IMPROVE IN THE AREAS.

THE

COMPANY

SHOULD TO

WORK THE

OUT

IN

THEIR AND

COMPLAINES STABLIZER.

REGARDING

VISI

COOLER

COMPANY SHOULD GIVE PROPER SCHEMES TO THE

OUTLET. THE REFRIGRATOR PURITY SHOULD HAVE THE PRIORITY. OVERALL SERVICES SHOULD BE IMPROVED FOR GETTING

MORE SALE AND TO BE THE MARKET LEADER. THE SALES EXECUTIVE SHOULD TRY TO AVOID MAKING

FALSE COMMITMENTS FOR RELISING SHORT TERM GOALS. NUMBER OF HOARDING SHOULD BE INCREASED. FLORESCENT BOARD DISPLAYING LOCATION AND THEIR

DISTANCES ON ROAD SHOULD BE USED HAVING COCA-COLA WRITTEN ON THEM.

CHAPTER 10

QUESTIONAIRE DECELARATION REFRENCES

QUESTIONNAIRE

1.NAME: ..

GENDER- MALE FEMALE ADDRESS OCCUPATION PROFESSIONAL BUSINESSMAN SERVICE STUDENT ANY OTHER
2. AGE : 15-20 21-35 36-45 46-55 55 AND ABOVE 3. DO you drink coca cola? Yes No 4. Which cola drink do you prefer most? COKE PEPSI 7UP SPRITE FANTA MAZA THUMSUP

5. About Cola drink what do you like the most? BRAND NAME TASTE EASY AVAILABILITY PACKAGING PRICE BRAND AMBASSADOR ANY OTHER 6. Have you seen any advertisement of ANY Cola drinks? Yes No

7. Advertisement of which Cola drinks do you remembers the most? COKE

PEPSI 7 UP SPRITE FANTA MAZZA THUMSUP

8. What attracted you in the advertisement ? CREATIVITY BRAND AMBASSADOR IDEA OF DELIVERING THE MESSAGE FREQUENCY OF ADD LOGICAL REASON 9. Have you decided to purchase any connection after watching the advertisement? Yes No

REFRENCES

INTERNET: www.cokeiindia.com www.coca-colaindia.com www.oligopolywatch.com www.superbrand.com

MATERIAL USE: PRESENTOR. E.D.S (EVERY DEALER SURVEY) DETAIL. QUESTIONAIRE. TEXT BOOK: MARKETING MANAGEMENT: 1.KOTLER AND KOTLER. 2.RAMASWAMI.