120 Years of

Inspiration

CONSUMERS PREFERENCE
TOWARDS COLD DRINKS

PRESENTED BY-AMRIT PRASAD.

PGDM-SS-A
ROLL NO-1093007
2009-11.

First Few Sips 11

 The Coca-Cola Company
An Introduction

First Few Sips 22

.

Coca cola was

formulated in 1886 by Dr
John Pemberton a
Pharmacist in Atlanta
Georgia.

First Few Sips 33

)
Did You Know...

?
Coca-Cola sells more than
1 billion drinks a day and employs
more than 55,000 people
all over the world.

First Few Sips 44

 Did You Know...

?
The Coca-Cola system uses
– 24% of world’s aluminum cans
– 17% of world’s PET resin
– 31% of world’s HFCS
– 5% of world’s sugar
– 30% of world’s aspartame

First Few Sips 55

)
Did You Know...

?
 Coca-Cola is world’s No.1 soft
drink brand.
 4 of top 5 Brands are owned by
the Coca-Cola Company.

First Few Sips 66

TCCC Vision

First Few Sips 77

TCCC Mission
To refresh the world
…. In mind, body and
spirit. To inspire
moments of optimism
… through our
brands and our
actions. To create
value and make a
difference …
everywhere we
engage.
First Few Sips 88
)
COMPETITOR

THE BIGGEST
COMPETITOR OF COCA
COLA IS PEPSI

First Few Sips 99

OBJECTIVE OF
STUDY To find out to which extent merchandising assets
are being used by the retailers in promoting the
product of coca-cola

To find out Market demand of Coca Cola and

Thums up vis-à-vis Pepsi
To find out Market demand of Fanta vis-à-vis
Mirinda-O
To find out Market demand of Limca, Sprite vis-à-
vis Mirinda-L and 7up
To find out Market demand of Maaza vis-à-vis
Slice

First Few Sips 10

10
MARKETING STRATEGY OF
COCA COLA
COCA COLA SALES CLUB
SCHEMES
ADVERTISING
PROMOTION THROUGH RESTAURANTS
AND CINEMA HALL HOLDINGS
MERCHANDISING ASSETS
STRONG DISTRIBUTION NETWORK

First Few Sips 11

11
PRODUCT OF THE
COMPANY

First Few Sips 12

12
First Few Sips 13
13
First Few Sips 14
14
What on earth is this can?

First Few Sips 15

15
 DISTRIBUTION

(i) Direct and Indirect

In direct distribution, the bottler partner direct
control over the activities of sales, delivery,
merchandizing and local account management.
In indirect distribution, an organization which is
not a part of the coca-cola system has control of
one or more of the distribution elements (Sales,
Merchandizing and local accounts managements

First Few Sips 16

) 16
History

First Few Sips 17

17
RESEARCH
METHODOLOGY
•Research Plan:
Date sources: sources of information are as
follows:
•Primary sources
Who’s the primary source??
Retailers are the primary source.
•Secondary sources – collected secondary
information from Journals of Company, News
papers,Magazines.
•Research Approach:
followed one approach to collect the
information
•Survey – contacted the retailers in the market
place to gather the relevant information.
•Number of Retailers contacted – Around
100 Retailers.

First Few Sips 18

) 18
RESEARCH INSTRUMENT
&SURVEY AREA
•Survey Area: AGRA&GWALIOR
Research instrument:
Researcher used questionnaire as his instrument for
conducting the survey.
•Sampling Plan
•Sampling unit – Retailers
•Sampling procedure- Simple Random Sampling
Procedure.
•Contact Method
Researcher personally contacted the retailers.

First Few Sips 19

19
FINDINGS
•Out of the sample size which has been
covered only 11 % of the shops had Pepsi’s
GSB’s vis a vis to 14 % of Coca-Cola’s GSB’s.
•14 % of the sample size had the GSB’s of
both the major players of the soft drink
industry.
•76% of the sample size didn’t have any of the
GSB’s displayed.

First Few Sips 20

20
MARKET DEMAND OF PEPSI AND
COCA COLA
•Pepsi is on the top, shares the
demand of 39% from the market.
•Coca-Cola seconds with the shares
of the demand of 39% from the market
beating Thumps up with the remaining
24%

First Few Sips 21

21
MARKET DEMAND OF
ORANGE DRINK

Mirinda and Fanta are almost head to

head with 48% and 52% market demand.
Though Fanta is having 4% more share
than Mirinda Orange

First Few Sips 22

22
MARKET DEMAND OF LEMON
DRINKS
•Limca in the lemon flavour with the
market demand share of 31% is beating
all the giants.
•Pepsi’s two products Mirinda Lemon
and Mountain Dew together with the
market demand share of 55% are
competing with the Limca.
•Sprite and 7 up are lacking behind
with just the share of 14%.

First Few Sips 23

23
 MARKET DEMAND OF
MANGO DRINKS

•Slice and Mazza is almost head to

head with 52% and 48% market
demand. Though Slice is having 4%
more share than Mazza.

First Few Sips 24

) 24
LIMITATIONS
POPULATION
DISTRIBUTATION
NON-COOPERATION
HESITATION
MISINTEPRETATION
S

First Few Sips 25

25
SWOT ANALYSIS
STRENGTH
GOOD REPUTATION
STRONG DISTRIBUTATION
MULTI BRAND STRATEGY
NO-1 PLAYER
GOOD BRAND IMAGE

First Few Sips 26

26
 WEAKNESS
LESS NUMBER OF RETIALERS
LESS FORCE
NO PLANS FOR SETTING FOR UP
NEW PLANTS
OPPORTUNITIES
GROWING MARKET
INCREASING TREND OF
COLD DRINKS

First Few Sips 27

27
 THREATS
THREATS FROM PEPSI
NO POLICY OF DISTRIBUTING
THE MERCHANDISING ASSETS
OF THE COMPANY.
EXPENSES ON ADVERTISEMENT

First Few Sips 28

28
RECOMMENDATIONS
IMPROVETHE DISTRIBUTION OF
2LT PACK AND TIN PACK
DECREASEDTHE LOAD OF THE
SALES MAN
FIXING THE WORKING HOURS OF
THE SALESMAN
TELL THE TRUTH
PROVIDING TRAINING TO THE
SALESMAN
PAYING PROPER ATTENTION TO
THE DECLINING DEMAND
BUILDING TRUST AND
First Few Sips RELAITIONSHIP 29
29
BIBLIOGRAPHY
Name of the books used for the
reference and their authors
1). Kotler, Philip, Marketing
Management.
2). Kothari, C.R., Research
Methodology.

Time Education Magazine

Business Today

First Few Sips 30

30
 THANK YOU

First Few Sips 31

) 31