coca cola

A RESEARCH PROJECT REPORT ON
“ MARKETING STRATEGIES OF COCA-COLA”
In partial fulfilment of the requirement for the award of the degree of
“Bachelors of Management Studies”
Mumbai University.
SUBMITTED TO
Prof.- Dr. Kamala miss
SUBMITTED BY
Prbind kumar Rajbher
ROLL NO : 50557
RAJIV GANDHI COLLEGE
SEC-9 VASHI NAVI MUMBAI

COCA-COLA MARKETING COMPANY
STUDENT DECLARATION
I PRBIND KUMAR RAJBHER a student of ICL’S COLLEGE T.Y BMS (SEM-5th
)
hereby declare that the research project entitled “COCA-COLA COMPANY” in the
academic year 2011-2012 information submitted is true original to the best of my
knowledge
Sing of student
(PRBIND KUMAR)
3

ACKNOWLEDGEMENT
I take this opportunity with great to present before you this project on ' COCA-COLA COMPANY’
whice is a result of cooperation, hard work & good wishes of many people. I would like
to thank my project guide BMS Coordination MR RAHUL KAMBLE. a great privilege for
me to his constant encouragement, meticulous guidance, constructive criticism and valuable counsel
through the project.
I am thank to guidance and cooperation hardwork successfully of my project
4

CERTIFICATE
Pr: RAHUL KAMBLE hereby certify to PRBIND RAJBHER
Studend of RAJIV GANDHI COLLEGE T.y.bms (sem: 5 th) has completed the
project title 'COCA-COLA MARKETING COMPANY’ in year of (2011-2012) . the
information submitted is true & original to the best of knowledge.
SING BY SIR PRINCIPAL
( ) ( )
COORDINATOR COLLEGE / INSTITUTION
( ) ( )
5

TABLE OF CONTENTS
Page No.
Preface 08
1.Executive summary 09
2.Profile of Coca-Cola India Limited 10-46
2.1 Industrial Profile
2.2 Company Profile
2.3 Core brands in India
2.4 Advertisement and Punch lines
2.5 Fabulous facts about Coca cola
2.6 History of Coca-Cola
2.7 Coca-Cola India – our Vision, Mission
2.8 Strategy adopted by Coca-Cola
2.9 Marketing mix
2.10 Eko introduction
2.11 Awards achieved by coca-cola
6

2.12 Principles of coca-cola India
3.Introduction to Project 47-51
3.1 Objective of study
3.2 Research Methodology
3.3 Research Technique
3.4 Sampling Area
4.Data sorting, Analysis 52-60
4.1 Interpretation
5.Limitations of Study 61-63
5.1 Findings
6.Suggestions and Recommendations 64-65
7. Bibliography 66-69
8. Questionnare 70-72
9.conclusion 73-74
7

PREFACE
Acceptance of New challenge makes the path for future success” Today companies must urgently and
critically rethink their business mission and marketing strategies. Instead of operating in a market place of
fixed and known competition and stable customer preferences, today companies work in war zone of
rapidly changing customer/competitor technological , advance, new law , managed trade policies and
diminishing customer loyalty. Company considers the fact that today customer face a plenitude of product
every category. In the face of their vast choices, customer will gravitate to the offering that best meet their
individual needs and expectation. Therefore it is not surprising that today’s winning companies are those
who succeed best in satisfying indeed delighting, their target customer. If they can’t bring something
special to get market. They will not last long. These companies are market. They will not last long. These
companies are market focused and customer driven.
8

EXECUTIVE SUMMARY
Doing this project was a great experience. The Coca-Cola in India has set up an
independent organizations which is H.C.C & B.C.C. with a capital of 350 U.S.$ each by
virtue of sellout decision of the passed managing director Sh. S.C.Agarwal.
Present soft drink boon in India was attributed to the legacy of Coca-Cola, which was
there in India till 1977. In toady’s market the Coca-Cola hold a 62% market share that
appears to bear concentrated rush to beg a big share in the soft drink market.
Being a capital & biggest business center of India I choose the area of Delhi to conduct my
study and to get lot of exposure & various opportunities to meet different kind of
customers. This project has been under taken to study the availability of complete range of
Coca-Cola products to retail outlets.
To conduct the detail study of my project, I worked for a distributor in south Delhi. During
the training period I covered the whole market of center Delhi and gathered the
information from retail outlets regarding the availability of whole range of Coca-Cola
products. After getting the information, I list out those retail outlets and getting the
response regarding the various promotional schemes of coke and other.
9

PROFILE OF COCA-COLA
INDIA LIMITED
10

INDUSTRIAL PROFILE
Present soft drink boon in India was attributed to the legacy of Coca Cola, which was there
in INDIA till 1977. In todays market the Coca-Cola (Coke, Thumps Up, Fanta, Limca,
Sprite, Vanilla Coke, etc.) hold a 62% market share that appears to bear concentrated rush
to beg a big share in the soft drink market.
Various national & multinational firms are engaged in soft drink market due to increase in
its demand day by day. As far as INDIA soft drink market is concerned there are major
company’s engaged having a big completion to capture the soft drink market are namely
Coca-Cola & Pepsi. While Campa Cola & many local cola’s still notice in the Indian
Market. Pepsi Cola attacked Coca-Cola before World War II. Coca Cola dominated the
American soft drink industry, Pepsi cola was a drink less to manufactures & with a less
satisfactory taste then Coke. Where as Coca-Cola major selling point was more drink for
the same price and Pepsi emphasized on advertising. During World War II Pepsi & Coke
both enjoyed increased sale. After the war Pepsi sale was started to fall relatively to Coke,
resulting the Coca-Cola had starting to click the Market share. A number of factory
contributed to Pepsi problem were poor image, poor taskforce, poor quality control etc.
At that point Alfred.N.Steeler came to the presidency of Pepsi cola with a great
reputationfor merchandising. He and his staff recognized that the main hope lay
transforming Pepsi from a cheap imitator of Coke into a class on soft drink manufacturer.
11

Soft drink industry is one of the fastest growing industries in India. The basic idea behind
the rapid growth of this industry is due to following reasons:
1. The great corporate war between Coke & Pepsi, who left no stone unturned, for
monopolizing the India Soft Drink market.
2. The basic ideology of these two giants is to promote soft drinks as a food item in
India hold.
3. The long hot summers in India have increased the consumption of soft drinks.
12

COMPANY PROFILE
Keeping in view of tapping the Indian soft drink market and also developing soft drinks as
a drinking product among Indians. The Coca-Cola in India has setup an independent
organizations which is H.C.C & B.C.C with a capital of 350 U.S.$ each by virtue of sellout
decision of the passed managing director Sh. S. C. Aggarwal.
Hindustan Coca-Cola bottling (N-W) Pvt. Ltd. Najibabad took the complete possession of
this plant, land, machinery, & intellectuals on February 14’ 1998 and since then H.C.C,
looking after all its affairs under company owned bottling plant to establish integrated
marketing system in the area.
In 1999 the company opened up the new bottling plant at DASNA in Ghaziabad Distt. This
plant has more sophisticated equipments, then the plant at Najibabad.
13

CORE BRANDS IN INDIA
14

CORE BRANDS :
Coca-Cola: Developed in a brass pot in 1886, coca-cola is the most
recognized and admired trademark around the globe. Not to mention the
best selling soft drink in the world.
Sprite: In 1961, a citrus-flovered drink made its U.S debut, using
“Sprite Boy “as inspiration for its name. This elf with silver hair and a big
smile was used in 1940s advertising for Coca-Cola. Sprite is now the fastest
growing major soft drink in U.S and the world’s most popular lemon-lime
soft drink.
Fanta : The name “fanta “ was first registered as a trademark in Germany in
1941 ,when it was used for a few year for a soft drink created from available
materials and flavors . The name was then revived in 1955 in Naples, Italy,
when it was used for the:” fanta “orange drink we know today. It is now the
trademark name for a line of flavored drinks around the world.
Diet coke: The extension of the coca-cola name began in 1982 with the
introduction of diet coke (also called coca-cola light in some countries). Diet
coke quickly become the number – one selling low –calorie soft drink in the
world.
15

BRAND IN INDIAN ORIGIN
GOLD SPOT: this orange cardonate soft drink was introduced in the early
1950c, and acquired by the coca-cola company in 1993, its tangy taste has
been popular with Indian teenagers
LIMCA: It is thirst-quenching beverage features a fresh and light lemon-
lime taste and lighthearted attitude. The limca brand was introduced in 1971
and acquired by the coca-cola company in 1993.
MAAZA: Maaza, launched in 1984 and acquired by the coca-cola company
in 1993, is a non carbonated mango soft drink with a rich, juict & natural
mango taste.
THUMPS UP: in 1993, the coca-cola company acquired this brand, which
was originally introduced in 1977. Its strong and fizzy taste makes it unique
carbonated Indian cola.
16

BRAND IN INDIAN
17

ADVERTISEMENT
&
PUNCH LINE
OF COCA-COLA
18

ADVERTISEMENT AND PUNCH LINE OF COCA-COLA
1936 - It’s The Refreshing Thing To Do .
1942 - It’s The Real Thing .
1943 - Global High Sign.
1959 - Be Really Refreshed.
1962 - Thing Go Better With Coke.
1969 - It’s 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.
19

1989 - You Can’t 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 .
2011 - Big Coca-Cola .
20

FABULOUS FACTS ABOUT
COCA-COLA
21

1. The world’s largest spherical coca-cola sign is in Nagoya, Japan a top
the dial – Nagoya building in front of the Nagoya railway station. The
sing is a double sphere constructed from more then 46 tone of steel,
more 940meter of neon tubing, and more then, 879 light bulbs. The outer
shape features the coca-cola logo and contour bottle, while the inner
sphere portrays a comic scene with twinkling planets and stars.
2. One of the world’s largest signs for coca-cola is located on a hill called
“ELHACHA” in America, Chile. It is 400 feet wide and 131 feet high
and is made from 70,000, 26 ounce bottles.
3. The first out door paint sign advertising coca-cola still exists. It was
painted in 1894 in Cartersville, Georgia.
4. Coca-cola is one of the world’s most recognizable trademarks
recognized in countries that account for 98 percent of the world’s
population.
5. If all the coca-cola ever produced were in 8- ounce bottles. And these
bottles were distributed to each person in the world. There would be 678
bottles or over 42 gallons for each person.
6. If all the coca-cola ever produced were in 8 – ounce bottles, placed side
by side and end to end to from a lane highway, it would wrap around the
earth 82 times.
22

HISTORY
OF
COCA-COLA
23

Dr. John S. Palmerton in Atlanta, Georgia invented Coca-Cola in
May 1886. the name “Coca-Cola” was suggested by Dr. Pemberton’s
bookkeeper, Frank Robinson. He penned the name Coca-Cola in the
flowing script that is famous today. Willis Venable first sold Coca-
Cola at an average of nine drinks a day, adding up to a total sales for
that year of $50 since the year’s expenses were just over $70, Dr.
Pemberton took a loos. Today products of the Coca-Cola Company are
consumed at the rate of more than one billion drinks per day.
24

YOUR HEALTH AND OUR BEVERAGES
There is growing confusion about what constitutes a health diet. With so mush
conflicting information available about health and nutrition, it can be very
difficult to determine what is accurate and what is not.
The truth is that soft drink and beverages have a place in a healthy lifestyle. A
healthy diet incorporates the basic principles of variety, balance and moderation
without sacrificing enjoyment.
HEALTH AND OUR BEVERAGES --- THE FACTS
• Soft drinks do not contribute to diabetes.
• The caffeine and phosphoric acid in soft drinks does not affect bone
health
• The sugar in soft drinks does not cause children to be hyperactive.
• The consumption of soft drinks has not affected calcium consumption.
• Sugar consumption has not been shown to cause obesity.
• The amount of sugar and calories in soft drinks is about the same as many
fruit juices
25

COCA-COLA INDIA-OUR VISION
Provide exceptional strategic leadership on the Coca-Cola India system, resulting in
customer preference and loyalty, through Coca-Cola’s commitment to them and in a highly
profitable Coca-Cola corporate branded beverages system.
THE COCA-COLA-MISSION
“THE BEST GLOBAL COMPANY”
The mission of Coca-Cola Co. is to increase shareowner value over time. The Co.
accomplishes the mission by working with its business partners to deliver satisfaction and
values to its customers, through world wide system of superior brands and services, thus
increasing brand equity on a global basis, create consumer products, services and
communications, customer service and bottling strategies, process and tools in order to
create competitive advantage and deliver superior value.
26

STRATEGIES ADOPTED BY
COCA-COLA
Coca Cola’s Globalization Strategies
27

The Coca Cola Company is global player and approximately 70 percent of its volume
and80 percent of its profit come from outside the United State Of America. Although it
was perceived as a standardized brand across the world, Coca Cola had been quietly fine
turning its international marketing strategies to suit the needs of individual national
markets. Only the brands Coca-Cola, Sprite and Fanta were marketed globally. In Latin
American and Europe, where a heavy consumer preferred existed for lemon lime and
orange sodas. Coke had developed a wide range of formulations and flavors to cater the
needs of different countries. In Indonesia Coke had been selling pineapple and banana
flavored sodas which had been carefully developed to suit local preferences. In Japan,
Coca-Cola had added a coffee drink called Georgia and energy healthy drink named
Aquarius to its product line. In India, the Coca-Cola Company acquired the brands Limca,
Maaza and Thums Up in 1993.
28

MARKETING MIX
29

Marketing mix of any organization consists of 4 ps i.e. Product, price, place and
promotion having its own significance, that varies from one organization to the other. in
coca – cola the information about all the 4 P`s that can be available to me is given here:
PRODUCT:
Product mix of coca-cola consists of the various brand packs and flavor given in the table.
Product strategy of the coca-cola is to promote all brands available in the brand packs and
to introduce the product in new flavor is also introduced.
PRICE:
Regarding the pricing policy or the price to the distributor is not disclosed to me, but as
done for the different product of the company, company has priced the product same as
that of its major competitor or the market leader.
PLACE:
the coca-cola company in India is governed from its corporate office located at Gurgaon
in Haryana . It governs the working of five zones covering whole India these zones are –
north zone , eastern zone , western – zone , southern zone and Andhra Pradesh zone .
These zones are divided in to various. Plant, which govern the area assigned to them. The
area is the various distribution centers called distributors and C&F agents. Then come the
retailers / customer for the company’s product,
30

They receive good from distributor and c&f agent. Finally consumer is there, having the
product from the consumer’s shops or delivered to their home, it is more clearly visible
through this chart. The coca-cola company, which gave its reach to the mouth of billion of
people all around the world having a wide distribution, network. In India, the pace and
Speed at which coca-cola has widened its business is really amazing. Distribution network
is the biggest strength of the company.
PROMOTION:
this past of the marketing is playing a very vital and important role in the current
situation in India . Looking at the competition and promotion and advertising budget of
both the companies coca-cola and Pepsi, one can easily estimate the importance of this.
The promotion mix of coca-cola is divided in to top line promotion and below the line
promotion.
Top line promotion includes the promotion designed and done by the company’s
corporate office of gurgaon and the office of Bombay T.V ads , design of banner , and
other p-s done by the company simultaneously all around India with no difference in
designs etc fall in this category . Below the line promotion includes the promotion
schemes, publicity material, POS display done by the company from zonal, plant, sale
manager and area sales manager level. At the sales manager and area sales manager level
the promotion done exclusively for the cities in their respective area and other POS
display.
31

EKO
INTRODUCTION
32

Eko ---- introduction
In Coca-Cola India we have been implementing an environment management
system - Coca-Cola India eKO Management System - to be used as a tool to
translate all the five eKO policies into action in our day to day operation. The
environmental management is Institutionalized and integrated in annual
business planning cycle by this eKO management system. Views of all
stakeholders including outside world are taken into consideration while setting
annual environmental objectives. The eKO Management System ensures that
all Coca-Cola associates assume responsibility in ensuring that the
environmental objectives/targets are met by constantly monitoring the
environmental performance and taking ongoing corrective action whenever
necessary.
A large part of our relationship with the world around us is our relationship
with the physical world. While we have always sought to be sensitive to the
environment, we use our resources and capabilities to provide active leadership
on environmental issues, particularly those relevant to our business. We want
the world, we share, to be clean and beautiful. The same sprit of innovation in
bringing you different delicious beverages comes alive in implementation of
our environmental programs.
33

Coca-Cola's existence in India or for that matter throughout the world is for
refreshing everybody that comes in contact with us. All our products live up to
this expectation 100 %. What more positive environmental impact a product
can have than creating refreshed minds to take good care of environment?
As a leader in the beverage industry, Coca- Cola India and its business partners
introduced a series of innovation in the areas of production, distribution and
marketing like never before in India.
We have been giving environmental considerations to all our business
decisions right from inception in India in 1993 like:
• Environmental due diligence before acquiring land or starting projects .
• Environmental impact assessment before commencing operations .
• Ground water and environmental surveys before selecting sites .
• Diligent compliance with all regulatory environmental requirements
• Since 1993, we have put a ban on purchase of refrigeration equipment
containing CFCs (Know to be Ozone depleting). We buy only non-CFC
cooling equipment even if at extra cost
34

• We have well equipped Waste Water treatment facilities manned by
trained personnel at all company owned bottling operations as a minimum
requirement
• Every manufacturing plant has a designated Environmental Coordinator
and an active eKO Committee which meets every month
• Our plants comply with same stringent environmental and safety
requirements in plant design and layout to minimize possibility of
accident of damage to environment. Two major plants in India are rated to
be Neutral PLP rating.
35

Business Planning
 Operations incorporate environmental management and commitment into
their annual business planning cycles.
 Activities that will eliminate or minimize our impact on the local
environment are integrated into daily business considerations and
operations.
Operations Support
Operations management provides training to help personnel effectively
implement initiatives to meet all applicable requirements.
Operations management ensures new employees receive an environmental
orientation.
Individuals with operational environmental responsibility regularly improve
their environmental knowledge and expertise by participating in users,
seminars, meetings and other programs.
Company Support
The Company develops training programs to address system wide
environmental topics and provides guidance on implementation.
The Company works with our bottling partners to help them implement, at a
minimum, The Coca-Cola eKOsystem or an equivalent environmental
management system.
36

AWARDS ACHIEVED BY
COCA-COLA
AWARDS
37

Hindustan Coca-Cola Beverages Private Limited,
Dasna unit, bags the
“Golden Peacock Environment Management Award 2004”
The Dasna unit near Delhi in Ghaziabad has been awarded the prestigious
“Golden Peacock Environment Management Award – 2004 (GPEMA- 2004)”
for excellent environment practices and effective control of environmental
impact.
The Dasna unit won this award in the Food & Beverage Industry category for
its environment practices among hundreds of entries received from across the
country. The annual award winner is decided on the basis of a rigorous
assessment procedure, which includes a visit to the facility by a team of
experts.
Speaking on the occasion, Mr. Sanjiv Gupta, Division President and CEO,
Coca-Cola India said, “We are proud to win this coveted award. At Coca-Cola
we are committed to preserve, protect and enhance the environment and this
simple belief guides us in everything that we do. We will continue to further
improve our systems and are confident of making a significant positive impact
on our environment in times to come.”
The award will be formally presented to the company shortly by Institute of
Directors, an independent body that recognizes the achievements of
manufacturing units under the categories of Environment, Quality and
Corporate Governance, in association with World Environment Foundation
(WEF), at an official function during the 6th World Congress on Environment
Management.
38

The Dasna plant achieved this distinction by adhering to The Coca-Cola
Company’s internal global quality program called The Coca-Cola Quality
System (TCCQS). TCCQS not only covers environment management, but also
takes into consideration other business aspects such as safety and loss
Prevention (SLP), product quality, packaging quality, process capability
improvement and customer satisfaction. Strict compliance with TCCQS, often
rated as a programmed equivalent to the internationally reputed ISO 14001
System, has also enabled all the company-owned bottling plants in the country
to successfully get the coveted ISO 14001 Certification from Det Norske
Veritas (DNV).
The award has been granted after a thorough evaluation of Dasna plant’s
compliance with a WEF prescribed program assessment format over a period of
1 year from 1st April 2003 to 31st Mach 2004 during which several
environmental performance indicators were monitored and evaluated according
to WEF’s stringent parameters: energy use, water use, wastewater discharge,
compliance with Government regulations and resource utilization.
GPEMA has been instituted by the Institute of Directors in association with
World Environment Foundation (WEF) and is designed to encourage and
recognize effective implementation of environment management system. The
award is given both in manufacturing and service sectors.
39

All India Division COBO’s are now ISO 14001
certified
 All 25 of the India Division’s Company-owned bottling plants have
gained the international standard ISO 14001 Environment Management
System certificate.
 The ISO 14001 certificate is the internationally recognized standard of
Environmental Management.
 A company must demonstrate management commitment, the total
involvement of all employees and a compliance with applicable
regulatory and internal company standards.
 The Company started its compliance effort in February
40

CARBONATED SOFT DRINK
INDUSTRY
41

CARBONATED SOFT DRINK (CSD) INDUSTRY
Industry Structure
There are three major participants in the production-carbonated soft
drinks. They are concentrate producers for example roughly one – half if
Pepsi – cola’s sale are through company owned bottles ; the remaining volume
is sold through franchises bottles line of soft drink in a defined territory , and
not allowed to market to market a directly competitive major brand.
The principal retail channel for channels for carbonate soft drink are
supermarkets, convenience store, vending machines fountain service, and
thousand of small outlet. Soft drinks are typically sold in glass bottle and in
plastic and cans except for fountain services.
In fountain service syrup is sold to a retail outlet. Which mixes the syrup with
carbonated water for immediate sales.
42

PRINCIPLES
OF
COCA-COLA
INDIA
43

PRINCIPLES OF COCA-COLA INDIA
• We will conduct ourselves and business activates with the highest standard of
honestly integrity, and professionalism.
• We will recognize the positive contributions that we make individual and team
member to produce our business success.
• We will recognize the positives contribution that we makes individual and term
member to produce our business success.
• We will encourage a learning environment where the people can constantly grow
developed and contribute.
• We will strive for excellence and seek continue improvement in everything we do.
• We will respect the entire stake holder, including employees and suppliers and instill
them with a person to deliver the highest employees and suppliers and instill them
with a passion to deliver the highest quality good and services.
44

POLICY
The Coca-Cola Company exists to benefit and refresh everyone it touches.
For us, Quality is more than just something we taste or see or measure. It shows in our
every action. We relentlessly strive to exceed the world's ever-changing expectations
because keeping our Quality promise in the marketplace is our highest business objective
and our enduring obligation.
More than a billion times every day, consumers choose our brand of refreshment because
Coca-Cola is...
• The Symbol of Quality
• Customer and Consumer Satisfaction
• A Responsible Citizen of the World
45

STRATEGY ADOPTED BY COCA-COLA TO INCREASE
THE NUMBER OF CONSUMERS
The 3 A's is the underlying strategy for meeting company goals to increase no. of
consumers. The 3 A's are: -
 Ailvailabity:
To increase the availability of Coca-Cola products in an improved or innovative new
Packaging, dispensing systems, distribution systems, marketing programs and training and
development programs.
 Affordability:
The consumer can afford the Coca-Cola products at a very reasonable price.
 Acceptability:
Making Coca-Cola brand is the beverage choice for any occasion depends on the likings,
taste and preferences of the target audience. Acceptability can also be increased through
advertising, sponsorships, promotions; youth market activities, community programs and
other activities.
46

INTRODUCTION
TO
PROJECT STUDY
47

OBJECTIVES OF STUDY
1. To check out the availability of several promotional scheme of coca-cola for the
dealers.
2. To find out the retailers response regarding the various promotion schemes of
Coca-Cola and to judge to judge its impact on retailers.
3. To make an overall assessment of specified market to provide a better
promotional scheme for the dealers.
4. To draw a comparative analysis of promotional schemes.
RESEARCH METHODOLOGY
48

 Problem Definition: -
Identification of those retailers who are not satisfied with
promotional schemes of Coca-Cola’s
 Sources of Data: - Primary
The study was conducted with the help of specified
format of the company. All the comparison was made wholly depending on
information gathered first hand.
 Research Instruments: -
Observation and asking questions according to the provided
format for the retailers.
.
49

SAMPLING AREA
 Sample Area: -
50

To conduct the study of my project, marketing department of Coca-Cola gave me a
region of South Delhi. Under the guidance of distributor I covered following areas.
TOTAL – 150 OUTLETS
51
CENTRAL
DELHI
K.G
MARG,
SHANKAR
MKT.
L.N.J.P,
AJMERI GATEH.C.M LANE,
MEERA
BAZAR
PARLIAMEN
T STREET
C. P,
GOLE MKT.
RED
CROSS,
RED FORT
I.T.O LANE,
BAL
BHAWAN
DELHI
GATE,
ANSARI
MARKET

DATA SORTING,
ANALYSING
AND
INTERPRETATION
52

1. NUMBEROF RETAILERS GETTING THE
INFORMATION ABOUT THE PROMOTIONAL
SCHEME FROM THE DIFFERENT SOURCES:
Salesman - 117
M.I.T - 8
Visitor - 18
Other Outlets - 7
TOTAL___-__150___
117
8
18
7
0
20
40
60
80
100
120
salesman M.I.T visitor other outlets
2. THE PUROSE OF JOINING THIS SCHEME BY THE
RETAILERS IS :
53

Prize - 65
Money - 45
Display - 24
Enrich relation with coke - 16
________________________________________
TOTAL - 150
As shown in the table 65 retailers had a opinion that they should get something
back from the coke with regarded to sales in terms of gift & reward. This
provide to be a motivating factor for them .another 45 were demanding for
monetary profit because it would help them in their business. Yet another 24
demanded display facilities which helps them to increase their sales rest 16 had
totally different opinion i.e. outlets wanted only good relation with the
company.
65
45
24
16
0
10
20
30
40
50
60
70
prize money display enrich relation
with coke
54

3. AFTER ANALYSNG THE MARKET THE MOST
DEMANDING ITEM AS A PRIZE BY THE DEALARS
:
Cash - 52
Gifts - 73
Trips - 12
Prepaid connection - 7
Recharge coupons - 6
_____________________________
TOTAL - 150
0 20 40 60 80
Cash
Gifts
Trips
prepaid
conn.
55

4. MANY RETAILERS WILL SHOW THE DISPLAY OF
COCA –COLA ON THEIR SHOPE IS A :
Warm - 84
Cool - 66
_________________
TOTAL - 150
84
66
0
10
20
30
40
50
60
70
80
90
Warm Cool
56

5. ACCORDING TO RETAILERS THE DURATION OF
THESE SORTS OF SCHMES SHOULD BE:
One Month - 25
Three Month - 68
Six Month - 47
One year - 10
_____________________
TOTAL - 150
25 outlets suggested towards the one month scheme by which they got regular
and new scheme and more gift. 68 outlets were the favor of three months
scheme as they throught that 3 month schemes are much more profitable then
one month scheme. They can get more refunds from this scheme. They didn’t
for one year or six month scheme because they were also having a view of
getting new scheme from time to time and same was the view of outlets who
57

voted for six month & one year scheme
25
68
47
10
0
10
20
30
40
50
60
70
One
Month
Three
Month
Six
Month
One
year
6. THE DIFFERENT EXICITING SCHEME OF COCA-COLA
PARTICEPATED BY THE DIFFERENT OUTLETS.
Cash discount scheme - 82
Scratch card - 23
Rack points - 30
Run collection - 15
______________________________
TOTAL - 150
58

As show in the figure 82 outlets are prefer the cash discount scheme
by coca-cola by which they got investment to get increase their business . and
23 outlets are at scratch card scheme side in which they got surprise gift and 30
of them suggest the rack schemes in which they got gifts on display of racks
and 15 is for run collection the collects the point as runs and sum of the gifts.
82
23
30
15
0
10
20
30
40
50
60
70
80
90
cash disc.. scratch
card
rack point
schemes
run
collection
7. You will get proper scheme.
Yes 86%
No 14%
59

Yes
NO
INTERPRETATION
60

• Many retailers joined the schemes to get something back from the coke.
This provides to be a motivating factor for them.
• As the figures say that short terms schemes for 6 month gives more time
to outlet to achieve their target.
LIMITATIONS
61

OF
STUDY
LIMITATIONS OF STUDY
1. Retailers are reluctant to discuss the problems in detail and are not willing to provide
the exact information of each brand and sizes to the researcher.
2. The no. of outlet sample was less to draw any conclusion of channel wise sales.
62

3. The time period of study is just 8 weeks, under such constraints the study cannot be
undertaken comprehensively.
4. Geographically area of Delhi was a big one and outlet were locationally scattered in the
nature. Thus was a difficult thing to cover even a single route in a day.
5. It being a dynamic market, where competition is cut throat, even outlet change their
response very frequently, thus at a time are biased.
FINDINGS
Following are the findings of the survey, which I observed during the survey:
• According to analysis Salesman informed more about the promotional
schemes as compared to other.
63

• Cash is more demanding item in market by outlets as because it gives
them a financial support to their business.
• The outlets join the schemes to motivate themselves by getting high prize
by company.
SUGGESTIONS
64

AND
RECOMMENDATIONS
SUGGESTIONS AND RECOMMENDATIONS
These are the following suggestions, which I recommend to the distributor.
Launching schemes which should act as counter attack schemes for
competitors
In order to raise the sales and compete he market the distributor should
give some extra scheme to its retailers.
65

• New frequently scheme should be launched.
• In short-term scheme for 6 month should be launched in comparison to
other brand.
66

BIBLIOGRAPHY
BIBLIOGRAPHY
The Basics of Coca-Cola: -
Publisher: Coca-Cola Company
Books: -
Author Name - G.C.Beri , news paper
67

Book Title - Marketing Research
Edition Number - Third Edition
Publisher - Tata Mc-Graw Hill
Pages Of Citation - 41, 92, 162, 339
Internet: -
Sites:
• www.cocacola.com
• www.google.com
• www.coca-colaindia.com
• www.myenjoyzone.com
ORGANISTION STRUCTURE
DEPARTMENT SALES
Business Unit head
Market Unit Head
68

Unit Head
Territory Development Manager
Accounts Development Coordinator
Customer Executives
69

70

QUESTIONNAIRE
71

QUESTIONNARE
1) Types of market ?
(a) Pepsi monopoly (b) Coca-Cola monopoly (c) Mix
2) Which company product you sell more?
(a) Pepsi (b) Coca-C0la (c) Both
3) Why you prefer Pepsi /Coke or mix company ?
(a) Consumer demand (b) Service (C) Scheme (d) Personal relationship with company employee
4) which company’s vehicle is more regular in visit ?
(a) Pepsi (b) Coke (c) Both (d) None
5) Which company provides better scheme for ice box ?
72

6) Which company comes out with good schemes ?
7) Which company offers other more trade scheme ?
8) Which company offers more value trade scheme ?
9) Which company official visits more frequently ?
(a)Pepsi (b) Coke (c) Both (d) None
10) Which company officer provide better solutions ?
73

CONCLUSION
74

CONCLUSION
1) The steady flow of the company’s promotional accessories could be felt irrespective of the
consumption of the outlets of the product. For example: racks, counters, sign boards, etc.
2) The archrivals product study can be entertained from the retailers and the privilege on their part is
known which helps in formulation of better marketing promotional scheme’s
3) Pepsi’s regular stockholders be traced and break up by providing motivational introductory offers
enhancing the market capture.
4) Coca-Cola should try to make arrangements so that the marketing representatives would visit the
retail outlets regularly and try to solve the retailers, as well as the distributors, problems which
they usually face during the peak season.
5) Better efficient sales representatives be appointed to update the retailers about the schemes in
comparison to Pepsi. This would encourage a curiosity regarding the Coca-Cola schemes among
them.
6) The complaints of the retailers be studied and paid attention of the highest degree to ensure better
market capturing.
75

76

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