A PROJECT REPORT ON

HINDUSTAN COCA-COLA BEVERAGES PVT. LTD

SUBMITTED BY: Kanchan Sharma PGDM IInd Semester Section- B Roll No. 73

DECLARATION I, Kanchan sharma hereby declare that I have carried out live Project on the topic Market Share Of Coca- Cola of Hindustan Coca-Cola Beverage

Private Limited. I further declare this project work is my original work & no part of this report has been published or submitted to anybody or university award of any other degree or diploma.

Date: January 11, 2011 Place: Delhi (Kanchan Sharma)

INTRODUCTION

WELCOME TO COCA-COLA FAMILY

The Coca-Cola Company which is the owner of the most recognized trademark in world and the world manufacturer and distributor of soft drink syrups and concentrates. The mission of the company is to increase shareholder value overtime. One of the foundations of the mission is managing the business with people who have a strong commitment to the company values and culture and providing an appropriately controlled environment to meet the business goals and objectives.

FACTS ABOUT THE COCA-COLA

The history of the world's largest beverage company begins more than a century above. The Coca-Cola companys headquarter is in Atlanta, USA. On May 8th 1886 was a particular day when the world's largest favorite soft drink was made by the pharmacist Dr. John scythe pemberton. The stirred up fragrant caramel-colored syrup in a three-legged brass kettle and carried a jug of his formulation down the street to "Jacob's pharmacy". That same day the new product made its debut as a soda fountain drink for five cents a glass. At same point by accident or design, carbonated water was mixed with the syrup to create that would become world's favorite soft drink. Dr. Pemberton partner and book-keeper Frank M. Robinson suggested the name coca-cola, it has two Cs would look well in advertising and they penned the famous trade mark in his now familiar script. The unique worldwide system has made the company the world's premier soft drink enterprise. The company sells nearly half of all soft drinks consumed round the world. It has a wonderful history to build an exciting future, which will continue to grow. From Boston to Beijing, from Detroit to Delhi, from Portland to Pune and from Montral to Moscow, Coca-Cola, more than any other consumers around the globe. From more than a century, CocaCola has created a special moment of pleasure for hundreds of millions of people everyday.

VISION OF COCACOLA To lead the Beverage Revolution in India. INNOVATION

As a leader in beverage industry, the coca cola company and its

Indian partners introduced a series of innovation in the areas of production, distribution and marketing never seen before in India Marketing First to introduced canned the PET soft drink in India First to introduced vending machine in India First to introduced backpack dispensing systems for in Stadia beverage servings to cricket spectators Image enhanced Graphics on signage, retail outlet walls & delivery vehicles.
Trademark tricycles and pushcarts with Umbrellas, creating

thousands of mobile outlets.

leading edge merchandising equipment, including ice-boxes coolers

that allow small retailers to serve ice- cold soft drink Training for retailers in merchandising in techniques, such as product placement. Large single and refillable glassbottles,offering consumers more value

PRODUCT PROFILE OF THE COMPANY There are nine brands of COCA-COLA named as following:
o COKE

o o o o o o o o

THUMPS UP LIMCA FANTA MAZA/MAZZA TETRA KINLEY SODA SPRITE KINLEY PACKAGED DRINKING WAETR DIET COKE

These ten brands differ in taste; flavors are also in their colours:
1. COKE: Coke is considering is to be a cola drink. It is generally

preferred by all sections of consumers. This is cash cow brand for the company in term of sales revenue.
2. THUMPS UP: It is also consider to be a cola drink. It is hard in

comparison to coke. It is preferred by all sections of consumer but especially to teenagers. It is big source of the 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. Children and women generally prefer it.
4. FANTA: Fanta is coming in orange flavor. It is preferred by children

and women.
5. MAAZA/MAZZA TETRA PACK: Maaza is considered to be juicy

soft drink because it contains mango pulp. This soft drink is preferred by different segments of consumers. Maaza tetra pack is a pack which can be carried easily.
6. SPRITE: In order to compete with 7UP a brand of Pepsi in the area of

plain lemon, this product is launched by Coca-Cola.

7. KINLEY PACKAGED DRINKING WATER:

When it was

launched, it was marketed as mineral water but due to Government Regulation its named as packaged drinking water.
8. KINLEY SODA: This is a soda drink. It has no color and no flavors. It

is generally used with alcohol and used by adults.

BRANDS

ADVERTISING AND MARKETING FUNCTION OF COCA-COLA IN INDIA Advertising plays a vital role in the life of a product, which increase the demand of present and potential consumers. Coca-Cola India launched a new campaign as far as advertising was concerned featured with the popular cine star Hrithik Raushan and Aamir Khan and desire to capitalized on the festival season PIYO SAR UTHA KE in 2005. Additionally a national consumers promotion was also launched with never before price like flats, cars, audio systems etc.prior to this advertisement for grand coca-cola were being aired one using the popular folk tune alla re alle and the other using the popular song khandala from the movies GHULAM both the companies have generated and excellent response of consumer across the country prior to this coca-cola in India implemented the most comprehensive advertising marketing and distribution initiative seen by the industry. Marketing and distribution initiative seen by the industry on the advertising front, the company aired new them advertisement for brands Coke, Thumps Up, Limca, Fanta, Mazza, and Kinley on the ,market front the company implemented seven national . Thumps Ups new advertising mixes river rafting with motorcycle skills to give a hard-hitting allele to the brand, in true with the macho image of Thumps up. The new Fanta advertisement is distinctive in the fresh fun and energetic appear, primarily targeted at the teenage segment. The Mazza advertisement uses the punch line you he got the juice, emphasizing the real Mango taste of the brand and features the popular model Bipasa Basu. Along with theme advertising, Coca-Cola India had also implemented a total of nine national consumers promotions for the Coca-Cola Cup in Sharjah, the company launched a contest where in winners were flown to Sharjah for the series. The Limca take it easy fun message promotion has holydays abroad as the bumper prize. These contest where in addition to the three promotions implemented nationally, namely the Coca-Cola Howzaat second innings promotion a continuation of the Howzaat promotion, the Limca wrintely joint promotion, and soccer mania contest, revolving around the world cup in France. Coke is launching and enthusiastic slogan with theme JO CHAHO HO JAYE COCA COLA ENJOY with the popular actor Hrithik raushan with actress meri darling Ashwarya Rai and Thumps Up taste the THUNDER with

Salmaan Khan for long time, Coke straight away from celebrity driven advertising once it to began to rally hot celebrities the consumer started getting mix signals. Hit movie YAADEIN and TUM BIN also advertising Coke. This was the best achievement Coke to connec5ting with youth resulting sales with also be increase. In advertising slogan have played and important role in the success since first News Paper add in 1886, which read Coca-Cola Delicious! Refreshing! Exhilaration invigoration! The company use advertising to trigger desire as often and in as many ways as possible. Throughout the year, slogan for CocaCola has always been in memorable.

RESEARCH METHODOLOGY The project work done by me for soft drink of Coca-Cola was both of objectives and exploratory nature. On one hand it was aimed at getting the objective of sales promotion while on the other it explored new ideas and feedback that was not available by routine monetary research based on internal as well as external data. The method adopted by me for collecting the data was the questionnaire method. The consumers questionnaire was made keeping in the view the inner motive of the consumers and gets an idea of his/her feelings and aspirations. I mailed the questionnaires to people to get their response.

MARKETING STRATEGIES The different marketing strategies adopted by Coca-Cola company for its product for achieving a great success of the products sale is nothing but an extremely cautious and adept strategies towards the characteristics of product, alluring price, attractive promotion and convenient place for the consumers to like and always feel that the product is in their reach. PRODUCT Soft drink (R.G.B) of the coca-cola company provides the several varieties of the flavors. Thumsup & coca-cola give the cola flavor. Fanta give the orange flavors. Mazza give the mango flavors. Limca give the lemon flavors. R.G.B packed in the different weights. Thums up & Coca-Cola packed in the 200ml & 300ml. Fanta packed in the 300ml & 200ml. Maaza packed in the 250ml. Limca packed in the 200ml & 300ml. PRICE One never sells via price, what is sold is price only

R.G.B product of soft drink have different price in different flavors. Thums up & Coca-Cola in 200ml are Rs.7. Thums up & Coca-Cola in 300ml are Rs.10. Fanta in 200ml is Rs.7 & in 300ml is Rs.10. Maaza in 250ml is Rs.10. Limca in 200ml is Rs.7 & in 300ml is Rs.10.

PROMOTION The best promotion of the product is done by satisfied customers. Several promotional measures has adopted by the coca-cola company for the marketing of soft drink PLACE The availability of the product is now the easiest for the consumers as a space of every five meters there is an outlet to give you soft drink as it is now available in every possible outlet where we can even at the last stretch. It is all due to the valiant effort of the person involved in the distribution of this product that the product is now available everywhere. Closest competitor brand of Coca-Cola Competitor brand Coca-Cola Pepsi % of retailers supported 75% 25%

Closest competitor brand of Coca-Cola

100 80 percentage 60 40 20 0 Coca-Cola Pepsi Pepsi 25 75

Coca-Cola

MARKET SHARE OF COCA-COLA In present situation of coca-cola is very good in the market. The company has good market share app. 67% and remains 33% market share covered by his close competitor Pepsi in this Area. Last years situation was not that. Last years market share of coca-cola and Pepsi was app. same in the market but in this year company adopted new strategy and provided good services and provide more and more customer satisfaction company top management have taken a good decision in this year. Decision was that all flavors rate should be decreased and new changed look of fanta and maaza in pet bottles by which lower level people can be taken the enjoy of coke. So by the virtue of good strategy company have got good market share app. 67%. Rite now Coke position is much more strong. Comparison to Pepsi.

COMPETITIVE MARKET SHARE

Pepsi = 30% Coke = 40% Thumsup = 25% Fanta = 70% Mirinda = 30% Limca = 85% Lemon Mirinda = 15% Maaza = 75% Slice = 25% Kinley = 50% Lehar Evervess = 50% Can Coke = 40% Pepsi = 60%

PET Coke = 60% Pepsi=40% Mineral water Kinley = 75% Aquafina = 25%

Total Product Coke = 60% Pepsi = 40%

FINDINGS
1. Problem Regarding To Distribution: i.

ii.

One of the biggest problem in distribution is that delivery van is not covering all the outlets in its area. In some big area the delivery van has to cover five to six market everyday. In this area I found that the van is not able to cover each market distribution in pick season.

2. Problem Regarding The Old Stock:

During my survey I observed that the old stock are not replaced by the distributor in time or they take long time not only that they even supply old stock top the retailer which creates a bad impression about the company.
3. Availability Of All Flavors:

In some deliver van I found that they do not have stock of every flavor and quantity when they move for delivery. Which is a big barrier for distribution because the retailer then goes for the competitor brand. 4.Promotion Activity: The promotion activities must start from every beginning of the pick season and must be well aware about the market.

CONCLUSIONS As I surveyed the Market, I found that there is good demand of the Product. The retailers inclination and consumers inclination are also in favors of our product. R.G.B of soft drink in the 200ml & 300ml is having the maximum popularity and presence in the peoples house and retailers shops. It is taking the market in its grasp at a very pace.

SUGGESTION The above study elicit that sales the sales department of HBPLCC should make some improvement to make the distribution rational. Following facts are found to be worthly considered:
I. Sometime delivery van of coca-cola start let from the distributor point

and that of rivals each early. So, eateries which generally serve soft drink in glass buy the soft drink from the delivery van which arrives first.
II. The distribution of the Maaza tetra pack should be done some special

area like railway station, bus station etc.

III. For better sale and distribution it is necessary to have enough stock of

every flavor and quantity. For this the distributor must have maintain stock report every and check it. IV. Every distributor must replace the old stock as soon as possible. So that the retailer denote face any problem of complaints from the customers.

V. The promotional activities performed in such a way that can change the

general consumer psychology i.e. the seasonal drink factor.

VI. Some sales promotional strategies should be made to create image of sun

fill as a energy drink while emphasizing on is contents like vitamin, calcium, energy e.t.c.
VII. In this season there must be at least one stall of the cool zone, because

there are a large number of teenager who prefer cold drinks.

VIII. The promotional activities must be done before the pick season start and

the retailer must know about the scheme and offers given by the company. to do so the customer executive must visits the market frequently and market aware. RECOMMENDATIONS Distributor-make sure that the flavor should easily available to the retailers and never create shortage of any kind of flavor at any outlet whether it is the outlet of high sale or low sale. Distributor move in the market by himself to know about the problem of retailers & consumers and to get knowledge about their own staff, they are delivering the product in the outlet or nor. The grievances of retailers about the replacement of the expired or damage stocks should be looked after as the competitors are making their inroads by working upon these loopholes. Programmers to enhance brand awareness must be conducted aggressively as the leadership rule RULE OF THE FIRST has already been grabbed by Pepsi and hence Coca-Cola needs a strong attempt to gain popularity. The different flavor of Coca-Cola can also be helpful in catering much broader base of consumers.

FACTOR INFLUENCING CUSTOMERS DECISION MAKING PROCESS

After having an idea about consumers decision making process now let us try to assimilate the factors, which influence our Secondary Customer decision making process . Our study shows that following are main factor, which influence the decision of a retailer, whether to keep a product in his shelf or not .These factor are ranked on the basis of Trend analysis and retailers feedback as received during the course of the project.

SUMMARY REPORT 1. Pepsi is the no. one brand in the UPC market in terms of selfvisibility, mind share and heart share. 2. It does not involve logical sequencing of market information evaluation of alternative etc. and is governed by Habit Formation. 3. Visibility of brand and not the quality is the primary decision factor behind the purchase of brand by the consumer. 4. Reputation of Coca-Cola brand is our greatest strength in the business while retention of customer is our greatest weakness.
5. Change in consumer schemes at regular intervals in necessary to

maintain excitement in the market and to produce desired consumer pull.

Demographics Name:-.. M Occupation:Group:Professional 12-18yrs Serviceman 19-25yrs Student 33-39yrs Any other Above 39

Gender:Age

Questionnaire (To survey the soft drink customers incity) Q 1: Do you think that juice is an alternative for cold drink. If yes, why? Q 2: Which brand of cold drink do you prefer to consume? Coca-cola Pepsi Q 3: Which brand do you prefer most to buy? Coca-Cola ThumsUp Coke Sprite Mazza Pepsi Mirinda Limca Dew Others Fanta Slice

Q 4: Are you aware of all these brands name? Yes No Q 5: Are you a brand loyal person? Yes No If yes then please indicate the brand of cold drink. Q 6: How much quantity you feel sufficient to consume at one time? 200 ml 300 ml 500 ml

Q 7 :What is the level of availability of following brands. Coke Pepsi Q 8: Do you think that PET can cut off the RGB market Yes NO Q 9: Any suggestion to company Thank you

BIBLIOGRAPHY Kotler Philip Content o Marketing Plan Marketing Management, 89

Gupta B .N Statistical Investigation Statistics.

www.coca cola.com. www.indianfoline.com.

www.blonnet.com.