52185456 Coka Cola Report

8/6/2019 52185456 Coka Cola Report

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A Project Report onMARKETING STRATEGY of HINDUSTAN COCA-COLA BEVERAGES PRIVATE LIMITED.

Submitted For the Partial Fulfillment ofMaster of Business Administration (MBA)

Under The Guidance ofMr. Sameer Madan Sales Trainer

Under The Supervision ofMr. Saroj K. Das Project Co-ordinator Skyline Institute of Engineering and Technology, Greater Noida

SUBMITTED BYSKYLINE INSTITUTE OF ENGINEERING AND TECHNOLOGY, Technology Allahabad GREATER NOIDA

Kapil Dev

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DECLARATIONI, hereby declare that I have read the whole project thoroughly and have understood it also, made for the partial fulfillment of the project. I hereby declare that all the information provided in this project report are true to the fullestof my knowledge and it bear no resemblance to any other written material whatsoever. In the event of any information provided in this report being found incorrect or misleading, I shall be liable to any outcome at any at any given day.

KAPIL DEV MBA 3rd SEM SIET GREATER NOIDA

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ACKNOWLEDGEMENT

First of all I would like to thank the almighty God for the blessing he has given to me to complete this venture successfully. I would like to express sincere thanks to Mr. Ajay Singh (H.R.Executive) HCCBVL, ALLAHABAD for providing me chance to work at COCA-COLA. This study has been made under the supervision and guidance of Mr. Sameer Madan, (Sales Trainer). I am thankful to him for motivating me

at each and every stage of my study by giving me orientation of the subject, its functioning, invaluable encouragement in completing this study. His precious guidance in designing the Questionnaire is unforgettable. It would not have beenpossible to do this study efficiently and timely if I was not given kind cooperation and frank responses from the officials and non officials. Therefore, it ismy earnest duty to thank all of them. In the last but not the least I would like

to thank my parents, my friends, all the respondents and all my well- wishers for their everlasting love and support.

KAPIL DEV MBA III SEMSIET GREATER NOIDA

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INTRODUCTONCoca-Cola, the product that has given the world its best-known taste was born in

Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the worlds leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands. It sells beverage concentrates and syrups to bottling and canning operators, distributors, fountain retailers and fountain wholesalers. The Companys beverage products comprises of bottled and canned soft drinks as well as concentrates, syrups and not-ready-todrink powder products. In addition to this, it also produces and markets sports drinks, tea and coffee. The Coca-Cola Company began building its global network in the 1920s.Now operating in more than 200 countries and producing nearly 400 brands, the Coca-Cola system has successfully applied a simple formula on a global scale: Provide a moment of refreshment for a small amount of money- a billion times a day. The Coca-Cola Company and its network of bottlers comprise the most sophisticatedand pervasive production and distribution system in the world. More than anything, that system is dedicated to people working long and hard to sell the products

manufactured by the Company. This unique worldwide system has made The Coca-Cola Company the worlds premier softdrink enterprise. From Boston to Beijing, from Montreal to Moscow, Coca-Cola, more than any other consumer product, has brought

pleasure to thirsty consumers around the globe. For more than 115 years, Coca-Cola has created a special moment of pleasure for hundreds of millions of people every day. The Company aims at increasing shareowner value over time. It accomplishes this by working with its business partners to deliver satisfaction and value to consumers through a worldwide system of superior brands and services, thusincreasing brand equity on a global basis. They aim at managing their business well with people who are strongly committed to the Company values and culture and

providing an appropriately controlled environment, to meet business goals and objectives. The associates of this Company jointly take responsibility to ensurecompliance with the framework of policies and protect the Companys assets and resources whilst limiting business risks.

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A BRIEF INSIGHT- THE FMCG INDUSTRY IN INDIA

Fast Moving Consumer Goods (FMCG), also known as Consumer Packaged Goods (CPG) are products that have a quick turnover and relatively low cost. Consumers generally put less thought into the purchase of FMCG than they do for other products.The Indian FMCG industry witnessed significant changes through the 1990s. Many players had been facing severe problems on account of increased competition fromsmall and regional players and from slow growth across its various product categories. As a result, most of the companies were forced to revamp their product, marketing, distribution and customer service strategies to strengthen their position in the market. By the turn of the 20th century, the face of the Indian FMCGindustry had changed significantly. With the liberalization and growth of the Indian economy, the Indian customer witnessed an increasing exposure to new domestic and foreign products through different media, such as television and the Internet. Apart from this, social changes such as increase in the number of nuclearfamilies and the growing number of working couples resulting in increased spending power also contributed to the increase in the Indian consumers' personal consumption. The realization of the customer's growing awareness and the need to meet changing requirements and preferences on account of changing lifestyles requir

ed the FMCG producing companies to formulate customer-centric strategies. Thesechanges had a positive impact, leading to the rapid growth in the FMCG industry.Increased availability of retail space, rapid urbanization, and qualified manpo

wer also boosted the growth of the organized retailing sector. HLL led the way in revolutionizing the product, market, distribution and service formats of the FMCG industry by focusing on rural markets, direct distribution, creating new product, distribution and service formats. The FMCG sector also received a boost by

government led initiatives in the 2003 budget such as the setting up of excisefree zones in various parts of the country that witnessed firms moving away from

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Though the absolute profit made on FMCG products is relatively small, they generally sell in large numbers and so the cumulative profit on such products can belarge. Unlike some industries, such as automobiles, computers, and airlines, FMCG does not suffer from mass layoffs every time the economy starts to dip. A person may put off buying a car but he will not put off having his dinner. Unlike other economy sectors, FMCG share float in a steady manner irrespective of globalmarket dip, because they generally satisfy rather fundamental, as opposed to luxurious needs. Athe South Indian region. It is predicted that in the year 2010, the FMCG sector will be worth Rs.143000 crores. The sector being one of the biggest sectors of the Indian Economy provides up to 4 million jobs. The FMCG sectorconsists of the following categories: Personal Care- Oral care, Hair care, Wash(Soaps), Cosmetics and Toiletries, Deodorants and Perfumes, Paper products (Tissues, Diapers, Sanitary products) and Shoe care; the major players being; Hindustan Lever Limited, Godrej Soaps, Colgate, Marico, Dabur and Procter & Gamble. Household Care- Fabric wash (Laundry soaps and synthetic detergents), Household cleaners (Dish/Utensil/Floor/Toilet cleaners), Air fresheners, Insecticides and Mosquito repellants, Metal polish and Furniture polish; the major players being; Hindustan Lever Limited, Nirma and Ricket Colman. Branded and Packaged foods and beverages- Health beverages, Soft drinks, Staples/Cereals, Bakery products (Biscu

its, Breads, Cakes), Snack foods, Chocolates, Ice-creams, Tea, Coffee, Processedfruits, Processed vegetables, Processed meat, Branded flour, Bottled water, Branded rice, Branded sugar, Juices; the major players being; Hindustan Lever Limited, Nestle, Coca-Cola, Cadbury, Pepsi and Dabur Spirits and Tobacco; the major players being; ITC, Godfrey, Philips and UB

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A BRIEF INSIGHT: THE BEVERAGE INDUSTRY IN INDIAIn India, beverages form an important part of the lives of people. It is an industry, in which the players constantly innovate, in order to come up with betterproducts to gain more consumers and satisfy the existing consumers.

BEVERAGES

Alcoholic

Non-Alcoholic

Carbonated

Non-Carbonated

ColaFIGURE 1: BEVERAGE INDUSTRY IN INDIA

Non-Cola

Non-Cola

The beverage industry is vast and there various ways of segmenting it, so as tocater the right product to the right person. The different ways of segmenting it

are as follows: Alcoholic, non-alcoholic and sports beverages Natural and Synthetic beverages In-home consumption and out of home on premises consumption. Agewise segmentation i.e. beverages for kids, for adults and for senior citizens 6


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Segmentation based on the amount of consumption i.e. high levels of consumptionand low levels of consumption.

If the behavioral patterns of consumers in India are closely noticed, it could be observed that consumers perceive beverages in two different ways i.e. beverages are a luxury and that beverages have to be consumed occasionally. These two perceptions are the biggest challenges faced by the beverage industry. In order to

leverage the beverage industry, it is important to address this issue so as toencourage regular consumption as well as and to make the industry more affordable. Four strong strategic elements to increase consumption of the products of the

beverage industry in India are: The quality and the consistency of beverages needs to be enhanced so that consumers are satisfied and they enjoy consuming beverages. The credibility and trust needs to be built so that there is a very strong and safe feeling that the consumers have while consuming the beverages. Consumer education is a must to bring out benefits of beverage consumption whether interms of health, taste, relaxation, stimulation, refreshment, well-being or prestige relevant to the category. Communication should be relevant and trendy so th

at consumers are able to find an appeal to go out, purchase and consume. The beverage market has still to achieve greater penetration and also a wider spread ofdistribution. It is important to look at the entire beverage market, as a big o

pportunity, for brand and sales growth in turn to add up to the overall growth of the food and beverage industry in the economy.

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THE COCA-COLA COMPANY In May 1886, Coca Cola was invented by Dr. John Pembertona pharmacist from Atlanta Georgia. John Pemberton concocted the Coca Cola formula in a three legged brass kettle in his backyard. The name was suggestion givenJohn Pembertons bookkeeper Frank Robinson. Being a bookkeeper Frank Robinson also

had excellent penmanship it was he who first Coca Cola Into the flowing letters this has become the famous logo of today. The soft drinks were first sold to the public at the soda fountain in Jacobs Pharmacy in Atlanta on May 8, 1886. About nine servings of the soft drink were each day. Sales for that first year added upto total of $ 50. The funny thing was that it cost John Pemberton over $ 70 in expenses, so the first year of sales was loss.Until 1905, the soft drinks, marked

as a tonic contained extracts to cocaine as well as the caffeine- rich kola nut. By the late 1890s, Coca Cola was one of Americas most popular fountain drinks.With another Atlanta pharmacist, Asa Griggs Candler, at the helm, the Coca Cola Company increased syrup sales by over 400 % between 1890 and 1900.Advertising was

an important factor in Pemberton and Candlers success & by the turn of the century, the drink was sold across the United States and Canada. Around same time, the company began selling syrup to independent bottling companies licensed to sell

the drink. Even today, the US soft drink industry is organized on this principle. Until the 1960s both small town & big city dwellers enjoyed carbonated beverag

es at the local soda fountain or ice cream saloon. Often housed in the drug store, the soda fountain counter served as a meeting place for people for all ages.Often combined with lunch counters, the soda fountain declined in popularity ascommercial ice cream, bottled soft drinks, & fast food restaurant came to the fore.

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Headache Remedy On May of 1886 Dr.Pemberton concocted caramel-colored syrup in athree-legged brass kettle in his backyard. He first "distributed" the new produ

ct by carrying Coca-Cola in a jug down the street to Jacobs Pharmacy. For five cents, consumers could enjoy a glass of Coca-Cola at the soda fountain. Whether by design or accident, carbonated water was teamed with the new syrup, producinga drink that was proclaimed "Delicious and Refreshing." Dr. Pemberton's partnerand bookkeeper, Frank M. Robinson, created the name. The Coca-Cola The Coca-Cola

Company exists to benefit and refresh everyone it touches. Founded in 1886, theCompany is the world's leading manufacturer, marketer, and distributor of nonal

coholic beverage concentrates and syrups, used to produce nearly 400 beverage brands. The company corporate headquarters are in Atlanta, with local operations in over 200 countries around the world. While The Coca-Cola Company is a global company with some of the world's most widely recognized brands, the Coca-Cola business in India, as in each country where it operates, is a local business. The beverages are produced locally, employing Indian citizens, its product range andmarketing reflect Indian tastes and lifestyles, and are deeply involved in the life of the local communities in which they operate. For company, Quality is more

than just something they taste or see or measure. It shows in its every action.They relentlessly strive to exceed the world's ever-changing expectations becau

se keeping their Quality promise in the marketplace is highest business objective and their enduring obligation. More than a billion times every day, consumerschoose coke brand of refreshment because Coca-Cola is.... The Symbol of QualityCustomer and Consumer Satisfaction A Responsible Citizen of the World.

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The heart and soul of enterprise has always been the people. Over the past century, CocaCola people have led the success by living and working with a consistent

set of ideals. While the world and company business will continue to change rapidly, respecting these ideals will continue to be essential to their long-term success. Nothing is more important to coca cola success than integrity. This begins with insisting on absolute quality for every one of its products, and actingwith a strong sense of accountability in everything they do.

Coca-Cola people have always known that building and nurturing relationships with other people and the world around them is an essential part of their work. Nomatter how big or complex business becomes, it must always demonstrate completerespect for each other. As the world becomes more interconnected, yet more firmly rooted in local pride, recognition of their interdependence with company stakeholders becomes even more essential.

Formula of Coca Cola The exact formula of Coca-Cola is a famous trade secret. The original copy of the formula is held in SunTrust Bank's main vault in Atlanta.Its predecessor, the Trust Company, was the underwriter for the Coca-Cola Compa

ny's initial public offering in 1919. A popular myth states that only two executives have access to the formula, with each executive having only half the formula. The truth is that while Coca-Cola does have a rule restricting access to only

two executives, each knows the entire formula and others, in addition to the prescribed duo, have known the formulation process. Franchised Production Model The actual production and distribution of Coca-Cola follows a franchising model. The Coca-Cola Company only produces a syrup concentrate, which it sells to various bottlers throughout the world who hold Coca-Cola franchises for one or more geographical areas. The bottlers produce the final drink by mixing the syrup withfiltered water and sugar (or artificial sweeteners) and then carbonate it before

filling it into cans and bottles, which the bottlers then sell and distribute to retail stores, vending machines, restaurants and food service distributors. 10


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The Coca Cola Business in India While the Coca Cola Company is a global companywith some of the worlds most widely recognized brands, the Coca Cola business inIndia, as an each country were company operate, is a local business. The beverages are produced locally, employing Indian citizens, the product range & marketing reflect Indian testes & life styles, and the company is deeply involved in the

life of the local communities in which it operate. Re-entering in Indian MarketAfter a 16 year absence Coca Cola returned to India in 1993. The companys nationstop soft drink brands & bottling network. presence in

India was commented in November that year in a deal that gave Coca Cola ownership of the

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INVESTMENT, EMPLOYMENT AND ECONOMICS IMPACT

Coca Cola India has made significant investment to build & continually improve its business in India, including new production facilities, waste water treatment

plants, & distribution system & marketing equipment. Drugging the past decades,the Coca Cola system has invested more than US $ 1 billion in India. As such Co

ca Cola is one of the countries top international investors. In 2003, Coca ColaIndia pledged to invest further US $ 100 million in its operations. The CocaColabusiness system directly employees approximately 10,000 local people in India. In addition, several independent studies have documented that, by providing opportunities for local enterprises, the Coca Cola business also generates a significant employment multiplier effect. In India, we indirectly create employment for for more than 1,25,000 people in related industries through our vast procurement,supply & distribuitrion. BOTTLING OPERATION The Coca Cola system in India comprises 27 wholly owned company bottling operations & another 17 franchises owned bottling operations. A network of 29 contract packers also manufactures a range of

products for the company. Almost all the goods & services required producing and marketing Coca Cola in India are made locally, sometimes with the help of technology & skills from the company. The complexity of the Indian market is reflect

ed in the distribution fleet, which includes 10 tone trucks, open bay trademarked tricycles and pushcarts.

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PRODUCTS Leading Indian brands Thums -up , Sprite , Limca, Fanta , Maaza join the companys international family of brands, including Coca Cola, Diet Coke, Minute

Maid Pulpy Orange .The company Kinley water brand was launched in 2000 and, in2001 , our energy drink shook & our first powdered concentrate , Sun fill, hit the market. In 2008, Bonaqua water was launched. Annual per capita consumption of

soft drinks in India is nine 8 ounce.

MARKETING While broad direction & themes for our global brands are created at aglobal level, specific marketing programmes for our product are determined locally. In early 2003, Coca Cola India collected advertiser of the year and campaign

of the year awards for the Thanda Matlab Coca Cola all media campaign. Innovation has been the hallmark of other marketing campaigns, with the company rackingup first in the introduction of channel & PET soft drinks, vending machines and backpack dispensers for crowds of cricket supporters.

QUALITY The company considers the consistent high quality of beverages to be oneof our business primary assets. In India, as in each country where we produce o

ur beverages, the Coca Cola system adheres not only to national laws on food processing & labeling, but also to their own strict standards for exceptional quali

ty. In every thing they do, from the selection of ingredients to the productionof beverages. The Coca Cola quality system, to ensure that they are offering consumers only the highest quality products. They monitor their success through their customer & consumer feedback and in trade monitoring programmes, and this information enables them to continuously improve their already demanding system.

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COCA COLA AND THE COMMUNITY In Coca Cola, the company have a long standing belief that everyone who touches their business should benefit. That basic proposition that their business should bring benefit & refreshment is central to the way they operate in Communities around the world. Coca Cola India provide extensive support for community programmes across the country, with a focus on education health & rainwater harvesting, all key priorities of the Indian government which has recognized the companys efforts with a several awards. Education Coca Cola India is supporting community based primary education project setup to provide educational opportunities to marginalized children in slums & villages. To data, the

projects has benefited 50 schools, 1000 of students, over 500,000 villagers and10,000 slum dwellers, as well as several village near Coca Cola bottling. Envir

onment Coca Cola India is supporting community based rainwater harvesting projects in rural & urban areas to help restore water levels & promote community education in ways to conserve natural resources. These initiatives have a benefited over 10,000 Delhi residents, as well as local community members, both in areas surrounding Coca Cola bottling plants & else where. Healthcare Coca Cola India ispartnering with NGOs as well as St. Johns Ambulance Brigade (Red Cross) to provide

free medical facilities & information to poor people who cant afford to visit hospital facilities. These efforts are helping tens of thousands of under privileg

ed people in seven states in India, as well as several villages near Coca Cola bottling plants. The company has also supported a range of other national initiatives, such as a major polio eradication drive and drought- relief programme, inaddition to support towards the national cricket championship for the blind, and

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HINDUSTAN COCA-COLA BEVERAGES PRIVATE LIMITED (HCCBPL)

The Company Coca-Cola was the leading soft drink brand in India until 1977, whenit left rather than reveals its formula to the Government and reduces its equit

y stake as required under the Foreign Regulation Act (FERA) which governed the operations of foreign companies in India. Coca-Cola re-entered the Indian marketon 26th October 1993 after a gap of 16 years, with its launch in Agra. An agreement with the Parle Group gave the Company instant ownership of the top soft drink brands of the nation. With access to 53 of Parles plants and a well set bottling network, an excellent base for rapid introduction of the Companys International

brands was formed. The Coca-Cola Company acquired soft drink brands like ThumpsUp, Gold spot, Limca, Maaza, which were floated by Parle, as these products hadachieved a strong consumer base and formed a strong brand image in Indian marke

t during the re-entry of Coca-Cola in 1993.Thus these products became a part ofrange of products of the Coca-Cola Company. In the new liberalized and deregulated environment in 1993, Coca-Cola made its re-entry into India through its 100%owned subsidiary, HCCBPL, the Indian bottling arm of the Coca-Cola Company. However, this was based on numerous commitments and stipulations which the Company agreed to implement in due course. One such major commitment was that, the Hindus

tan Coca-Cola Holdings would divest 49% of its shareholding in favor of residentshareholders by June 2002. Coca-Cola is made up of 7000 local employees, 500 managers, over 60 manufacturing locations, 27 Company Owned Bottling Operations (COBO), 17 Franchisee Owned Bottling Operations (FOBO) and a network of 29 Contract Packers that facilitate the manufacture process of a range of products for the

company. It also has a supporting distribution network consisting of 700,000 retail outlets and 8000 distributors. Almost all goods and services required to cater to the Indian market are made locally, with help of technology and skills within the Company. The complexity 15


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of the Indian market is reflected in the distribution fleet which includes different modes of distribution, from 10-tonne trucks to open-bay three wheelers that

can navigate through narrow alleyways of Indian cities and trademarked tricycles and pushcarts. Think local, act local, is the mantra that Coca-Cola follows, with punch lines like Life ho to aisi for Urban India and Thanda Matlab Coca-Cola for Rural India. This resulted in a 37% growth rate in rural India visa-vie 24% growth seen in urban India. Between 2001 and 2003, the per capita consumption of cold

drinks doubled due to the launch of the new packaging of 200 ml returnable glass bottles which were made available at a price of Rs.5 per bottle. This new market accounted for over 80% of Indias new Coca-Cola drinkers. At Coca-Cola, they have a long standing belief that everyone who touches their business should benefit, thereby inducing them to uphold these values, enabling the Company to achieve

success, recognition and loyalty worldwide.

COBO FOBO CONTRACT PACKAGING

FIGURE: LOCATIONS OF COBO, FOBO & CONTRACT PACKAGING IN INDIA

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ORGANIZATION STRUCTURE OF COCA-COLA

Chief Executive Officer

Vice President Supply Chain

Chief Finance Officer

Human Resource Director

Vice President BSG

Regional Vice President (North)

Regional Vice President (Central)FIGURE : ORGANIZATION STRUCTURE IN COCA-COLA, INIDA

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Region Vice President AGM/AOD Unit 1 AGM/AOD Unit 2 AGM/AOD Unit 3 AGM/AOD Unit4Region Finance

Region Human Resource

Region Customer Service Region External Affairs

Region Cold Drink

Region Legal

Region BSG

Region Director/Manager Market Execution Region Capability Region Channel ManagementFIGURE : ORGANIZATION STRUCTURE IN COCA-COLA, INDIA

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ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT

AGM/AOD

Plant Manager

Route to Market

Human Resource Manager

Finance Manager

General Sales Manager

Area Sales Manager

Channel Manager

Area Capability Manager

Sales Executive

Marketing

Sales Trainers

Market Developer

Key Accounts

Distributors And Salesmen

FIGURE : ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT

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THE VALUE OF BRAND

Packaging is always going to have a huge impact on brand awareness and expansion. Neville Isdell, The Coca-Cola Company, outlines his manifesto for growth and shows that, even for the biggest players in manufacturing and retail, the quest for value is relentless. The Coca-Cola Company's 'Manifesto for Growth' is the operating framework. The company have established to return The Coca-Cola Companyto sustainable growth in the future, with specific and measurable goals for people, their portfolio of brands, their partners, the planet and, of course, profit. In short, the company has a clear path forward. And their call to action is made with humble confidence which recognises that they have sometimes acted with arrogance in the past, vis--vis the market and their customers. "Price is what you

pay, value is what you get." Retailers and food and beverage companies need each other more than ever before. As retailers look for ways to distinguish themselves in the eyes of consumers, they need good, strong brands to help bring shoppers through the doors and improve the shopping experience. And as tastes continue

to fragment and consumers become more demanding, food and beverage companies need insights about shoppers that only retailers possess. Ultimately, what is needed is a partnership between food and beverage companies and retailers to jointly

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THE COCA COLA AS A BRAND

Consumers often prefer products that have a strong, positive image. An importantingredient of this image will be the associations that are evoked in the mind o

f the consumer. The 'brand personality' is what people think and feel, consciously and subconsciously, about a company identity or product and is described thesame way as we would a person. It is necessary to create the right image i.e. one that closely matches consumers' feelings and expectations of what the productshould be like. Marketing managers try to build on associations between products

and other aspects of life. Sponsorship is one way of building these brand associations. Sponsorship involves providing financial support, creative input, media

support, and experience to an important event or activity organised by anotherparty. In return, the company receives a public opportunity to be seen to support and be associated with an event, activity or person. Sponsorship is a crucialpart of a public relations strategy because it is possible to reach a target audience with a specific message.

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BRAND POSITIONING

'Coca-Cola's' brand personality reflects the positioning of its brand. The process of positioning a brand or product is a complex managerial task and must be done over time using all the elements of the marketing mix. Positioning is in themind of the consumer and can be described as how the product is considered by that consumer. When researching the positioning of a product, consumers are oftenasked how they would describe that product if it were a person. The purpose of this is to develop a character statement. This can ensure that consumers have a clear view of the brand values that make up the brand personality, just like thevalues and beliefs that make up a person. Many people see 'Coca-Cola' as a partof their daily life. This affinity between the brand and the consumer leads to a

high degree of loyalty and makes the purchasing decision easier. Brand positioning guides 'what' will be communicated in the company's advertising, while the character statement guides 'how' a message should be delivered or put across.

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SPONSORSHIP AND MARKETING The Marketing Mix is the name placed on the '4Ps' of marketing: Product, Place, Price, and Promotion. It is this fourth element, Promotion, which is focused by Coca Cola. This involves communicating the benefits of

a product to increase sales and ultimately profits. There are four main methodsof promoting the benefits of a brand. Advertising Personal Selling Public Relat

ions & Sponsorship (PR) Sales Promotion The combination of these four methods constitutes the Promotion Mix. Public Relations is about communicating with the media to create good publicity for a firm or its products. The media then communicate these activities to the public. Public Relations one of the marketing department's functions is to manage public relations and maintain a positive and beneficial image of the firm's policies and products. The aims of the Public Relations Manager liaising with the marketing function are to:

Make the public aware of the existence of the firm and maintain the good name and image of 'Coca-Cola' by issuing press releases, organising news conferences And informing the public about the firm's activity.

Maintain goodwill amongst the public for the company. Goodwill is the likelihoodthat the existing customer will return and can be equated with brand loyalty. B

rand loyalty occurs when customers repeat-purchase a particular branded producton a regular basis. 'Coca-Cola' has a high level of brand loyalty. When you wanta drink do you automatically pick up a bottle of 'Coca-Cola 23


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BRAND VALUE IN INTERNATIONAL EVENTS

Coca-Cola's powerful brand personality has become a vehicle for promotion in itsown right, sponsoring many events both on a global and local level. The companyhas long been associated with global events such as The Olympic Games, The FIFAWorld Cup, Rugby World Cup and Special Olympics. Coke has also been linked to w

orld fairs and national exhibitions since 1905. With the Olympics blossoming inpopularity and complexity, increased attention has been turned to serving the growing crowds and to supplying the needs of the athletes and organising committees. In many countries where Olympic associations lack full government sponsorship

local bottlers of 'Coca-Cola' donate funds to aid potential Olympians as the partnership of 'CocaCola' and the Olympics continues to grow. 'Coca-Cola' was theofficial sponsor of the Olympics 2000 Games held in Sydney maintaining an unbroken presence at the games since 1928. The company has already contracted to sponsor both the Summer and Winter Games through to 2008. 'Coca-Cola' was the official global sponsor of the Special Olympics held in Ireland in 2003 (this was the first time the games had been hosted outside the US). As the Olympic Movement's longest-standing corporate partner, 'Coca-Cola' has aided the evolution of gamestogether with more than 190 National Olympic Committees assisting thousands of a

thletes in the irtraining.24


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BUSINESS OVERVIEW Coca Cola, the worlds most famous brand completing 121st year of its existence on 8th May this year. Today the Company is an unquestionable leader in the world business of non alcoholic beverages. Coca Cola is the worlds largest selling soft drink & arguably the most successful product ever marked in the

history of commerce. More than one billion serving of Coca Cola products are consumed everyday around the world in more than 200 countries. In India, Coca Cola

operates through the Coca Cola India Division Office situated at Gurgaon near New Delhi. Hindustan Coca Cola Beverages Pvt. Ltd. is the fully owned subsidiaryof the Coca Cola India which runs a number of bottling plants all over India. Hindustan Coca Cola Beverages Pvt. Ltd., Varanasi is one of the key unit in East U.P. This unit is situated at approximately 18 KM from the city and 40 KM from the nearest airport of Varanasi. The unit has a single bottling line of 600 bottles per minute capacity. Almost all brands of Coca Cola Company, prominent amongst

them, Coca Cola, Thums Up, Sprite, Fanta Kinley Soda etc.., are manufactured here. The sizes of packaging vary from 200 ml, 250 ml, and 300 ml to 1 liter capacity. Returnable glass bottle (RGB) is the only package used. Glass bottles are handled in plastic reusable crates. Thus there is no any significant environmentimpact because of packaging. The raw materials are used are Water, Sugar, Concentrate & Carbon Di Oxide Concentrate plant near Pune supplies the Concentrate to

this bottling unit. The wasted generated during the manufacturing process are mainly waste water & non hazardous solid waste in saleable and non saleable category. Saleable waste includes broken glass, plastics , papers, gunny bags, metal scrap & other miscellaneous waste. Obviously the saleable waste is recycled or reused as raw material to businesses and industrial activities and has no adverseenvironmental impact. Non saleable waste consists of biological ETP Sludge, used

carbon, garbage and canteen waste etc.

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Manufacturing Process: The Coca Cola are committed to manufacture our products with utmost care and with quality at top priority which makes it the world leader

in soft drink industry. Following is an over view of the stringent processes adopted in manufacturing before our quality product reaches finally to our proud consumers. Water Treatment: The company at HCCBPL Varanasi follows a batch treatment process for water treatment which includes coagulation & flocculation. The method ensures disinfection and setting of all macro impurities and thereafter it

is passed to sand, carbon filters to remove off odor, off color, off taste & thus it is strictly bought in line with the WHO requirements. We are also using state of the art micron filtration process where the water is filtered up to the extent of 1 micron before it is fed to the process. This extensive treatment of water under strict monitoring & sampling for quality leads to pure hygienic water

with the highest quality meeting the Coca Cola standards.

Syrup Preparation: Coca Cola uses the highest quality of sugar which is controlled & ensured by its stringent prelaid standards, which serves as the strict criteria before acceptance of a lot. To ensure high quality of syrup, it is subjected

to hot treatment wherein it is given a contact time with hyflo and carbon at elevated temperatures. It is then passes through a filter press which removes the

carbon particles and other impurities before it declared fit for Concentrate mixing. In the ready syrup tank the predefined quantity of Concentrate is mixed tothe simple syrup in very strict hygienic conditions to yield final syrup.

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Container Washing: Container washing has been identified as one of the major critical control point in the entire manufacturing process & thats the reason that company has laid some of the very stringent & foolproof systems which ensures Coca Cola product to be of the highest quality & reflects our commitment towards delivering the best in class product to the consumers. The bottles received from the market are loaded on the conveyor by the uncasing machine and the arrays of unwashed bottles passes through the four pre wash inspection, stations which ensures removal of rusty neck bottle excessively dirty bottles, bottles carrying foreign matter, foreign bottles. And thus the good bottles posses into the bottle washing machine which uses intensive mechanical & chemical processes to clean and

disinfect the bottles thoroughly and ensure that the bottles to be ready for filling. However as an additional safety, there is again a post wash inspection station comprising of 4 sub stations, which ensures removal of the chip necked bottles & suspected bottles from the lot. Thus the bottles are subjected to seriesof stringent inspections before it is fed to the filler for filling. Specifications.It is carried out by an Italian Machine MOJONNIER. Filling & Crowning: The chilled carbonated beverage fed by the MOJONNIER is filled into the bottles through a rotary machine named FILLER. The bottles are immediately crowned by crowner

(adjacent to the filler ) and thereafter the bottles passes through the Date Co

ding machine which enable the consumer to be 100 percent sure of consuming a perfectly safe & fresh product. Final Inspection: After date coding, there is onceagain a final inspection station where light inspectors remove all low or high filled bottles and permit only the saleable product to pass through for casing to

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Managing the waste water: Production lines generate waste water from bottle washers, Syrup & Filler rooms. Entire waste water generated is treated at Waste Water Treatment Plant and discharged through an 800 meters long pipeline specially laid to discharge treated waste water away from inhabited areas. Part of this water is being used for gardening purposes within the plant premises.

Market and Customers: Once the finished product is ready it is transported to distribution centers and then to retail outlets by way of route trucks. The consumers buy the soft drinks from the retailer outlets. The empty bottles are simultaneously collected by the distribution channels at the time of dispensing the finished product.

Suppliers and Other Business Partners: Other than water and concentrate, bottling operation requires Sugar, CO2, bottles, crates and other miscellaneous material. The Coca Cola India Division has a Supplier authorization program where suppliers are authorized Based on a defined criterion. Environmental considerations are amongst the critical of these criterions.

Employees, Plant and Machinery: The no. of total unit employees is approximately

113 in summer season, which is a peak season for sale of soft drinks. The plantworks for three shift operation round the clock. The overall educational levelof the employees is good. Obviously, they have a good expertise in water treatment & purification processes. Extensive in house training programs are conducted28


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to maintain the competency of the manpower in respective areas. The plant & machinery consists of state of art bottling machinery and test equipment to get consistent quality product at the optimum usage of raw materials. The plant also has

an extensive quality test laboratory with equipment like spectrophotometer, density meter, micro lab etc. to conduct on the spot tests at various stages of production. A typical bottling line will consist of uncase pre wash inspection station conveyers bottle washer post wash bottle inspection station filler final light inspection station conveyor and caser. Water treatment plant supplies treated

water for beverages and syrup preparation. Plant utilities support the production fulfilling the requirement of compressed air, refrigeration, power & steam supply.

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Critical Success Factors As Perceived By The Organization: Critical success factors that the company has identified are Product quality, availability, affordability, and freshness of the product. In the words of Mr. Dough Daft, The Coca Cola

Company exists to benefit and refresh everyone who is touched by our business. The Company believes that good environmental performance & environmental leadership will make its operations more efficient, cost effective and lead to high quality product. It also believes that good environmental performance will enhance its community relations & leadership in the market place. The Eco policy clearlystates that We will conduct our business in ways that protect, preserve & enhance

the environment.

In the words of Chairman of the Coca Cola Company .. Implementation of Coca Cola Eironment Management System, Eko system, throughout our organization will help us

to protect & grow our business through continued environmental leadership. Themanagement system should the part of the annual business planning process of all

groups, divisions & bottlers in our system. I encourage all company associatesto use the Eko system to help us continue to improve our record of environmental

excellence.

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DISTRIBUTION CHANNEL IN ALLAHABADAt present, the Colas products are produced in the plant (Rajatalab) and its transferred to various distributor throughout the according to demand and company target.

HINDUSTAN COCA COLA BEVERAGES LTD.

Distributor

Distributor

C&F

Whole Seller

Whole Seller

Whole Seller

RetailersRetailers

Retailers

Retailers

CONSUMERS

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HINDUSTAN COCA COLA BEVERAGE, ALLAHABAD

Segmented Market: Geographical Segmentation Region Wise. Target Market: East market according to the situation of Coca Cola Plant, Rajatalab, Varanasi TargetedArea: Civillines, Kareli, Katra, Alopibag, Allahpur, Teliarganj, T.P.Nagar,

jhunsi,Naini, jhonsonganj, Kydganj, Bairahna, Gaughat, Phaphamau, Ashok Nagar,Lukerganj, Manauri,

Target Agencies: 1. Nirmal Enterprises 2. Gaurav Enterprises 3. Dubey Enterprises 4. Love Geru Enterprise

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COKE PRODUCTS IN ALLAHABAD MARKET Product Available in Allahabad Market & Rates,Volumes, Profit, Cost, as on July 2009 Coca Cola has a wide range of product atdifferent volumes Product Line Coca Cola Thums- up Sprite Limca Fanta Maaza

B) Maaza Tetra Kinley Soda Kinley Water MMPO Product Volumes Available 200 ml 0 ml 300 ml 330 ml 600 ml 1 lit 1.2 lit 1.25 lit 2 lit 2.25 lit

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PACKAGING AND PRICING

VOLUME 200 ml. 300 ml 600 ml 1.25 lit 2 lit CAN 330 ml SODA 300 ml KINLEY (WATER) 1 lit MAAZA 250 ml 600 ml 1.2 lit

NO. OF BOTTLE 24 24 24 12 09 24 24 12 24 24 12

COST 148 216 450 378 423 540 124 110 216 552 504

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BEST BEFORE DATE

RGB (200 ml, 300ml) Mobile (600 ml) Can (330 ml) Pet (1.25 lit) Pet (2 lit) Maaza (250 ml) (600 ml) (1.2 lit)

6

Months

2.5 Months 6 Months 3 Months 3 Months 6 Months 6 Months 6 Months

Prices per bottle on different volumes Soft Drinks: VOLUME 200 ml 300 ml 330 ml600 ml 1.25 lit 2 lit Maaza 250 ml 600 ml 1.2 lit MMPO 400 ml 01 lit COST 08 1025 20 35 50 10 25 45 25 60

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PROUCT PROFILE

1. THUMS UP Thums Up is a leading carbonated soft drink & most trusted brand inIndia. Originally, introduced in 1977, Thums was acquired by the Coca Cola Company in India. Thums Up is known for its strong, fizzy, its confident, mature & uniquely masculine attitude. This brand seeks to separate the men from the boys.

2. COCA COLA

Coca-cola is the basic product of its company and in India it has a strong imageand high sale to. It comes in different packs like of 300 ml, 1.25 lit, Can etc

.

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3. SPRITE Sprite is worldwide ranked as the No. 4 soft drink & is sold in more than 190 countries. In India, Sprite was launched in year 1999 & today it has grown to be one of the fasted growing soft drinks. Today Sprite is perceived as a youth icon. Why? With a strong appeal to the youth, Sprite has stood for a straight forward & honest attitude. Its clear crisp refers hingtaste encourages the todays youth to trust their instincts, influence them to be true to who they are and to obey their thirst.

4. LIMCA Lime n Lemony, the drink that can cast a tangy refreshing spell on anyone, anywhere. Born in 1971 Limca has been the original thirst choice, of millions

of consumers for over 3 decades. The brand has been displaying healthy volume growths year on year and Limca continues to be the leading flavor soft drink in the country. The success formula? The sharp fizz & lemony bite combined with thesingle minded positioning of the brand as the ultimate refresher has continuously strengthened the brand franchise. Limca energizes refreshes & transforms. Dive

into the zingy refreshment of Limca and walk away a new person..

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5.FANTA Internationally, the orange drink of Coca Cola Company, is seen as one ofthe favorite drinks since 1940s. Fanta entered the Indian market in the year 1993. Over the years Fanta has occupied a strong market place and is identified as The Fun Catalyst. Perceived as a fun youth brand, Fanta stands for its vibrant color, tempting taste and tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge in the moment. This positive imagery is associated with happy, cheerful & special times with friends.

6.MAAZA Maaza was launched in 1976. Here was a drink that offered the same realtaste of fruit juices and was available throughout the year. In 1993, Maaza wasacquired by Coca Cola India. Maaza currently dominates the fruit drink category.

Over the years, brand Maaza has become synonymous with mango. This has been theresult of such successful campaigns like Taaza Mango, Maaza Mango and Botal Mein A

am, Maaza Hain Naam. Consumers regard Maaza as wholesome, natural, fun drink which delivers the real experience of fruit. Position: The current advertising of Maaza it as an enabler of fun friendship moments between mom & kids as mom truststhe brand and the kids love its taste. The campaign builds on the existing equity of the brand & delivers a relevant emotional benefit to the moms rightly captured in the tag line Yaari Dosti Taaza Maaza.

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7. MMPO. Hindustan Coca Cola Beverages Pvt. Ltd. is proud to introduce Minute Maid Pulpy Orange to North India, one of the worlds largest juice drink brands. Right mix of sweetness & real orange pulp has made MMPO the most preferred juice drink brand Across many countries. Consumer tests done by leading international Research Consultants have Proven the same. The launched will be supported with heavy television advertising, outdoors, promotional activities & consumer sampling.

Minute Maid is ready to refresh you and your customers & also will boost your Business and further strengthens our close relationship with you.

8.KINLEY WATER: Ritual pure water, a thirst quencher that refreshes a life giving force that washes all the toxins away. A ritual purifier that cleanses, purifies, transforms. Water, the most basic need of life, the very sustenance of life,

a celebration of life itself. The importance of water can never be understood.Particularly in nation such as India where water governs the lives of the millions, be it as part of everyday rituals or as the monsoon which gives life to thesub - continent. Kinley water understands the importance & value of this life giving force. Thus, Kinley water promises water that it as pure as it is meant tobe. Water you can trust to be truly safe and pure.

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9. BONAQUA WATER: Bonaqua water came in 2008, with the assurance of safety fromthe Coca Cola Company. That is why we introduced Bonaqua with reverse osmosis along with the latest technology to ensure the purity of our product. Thats why company go through rigorous testing procedures at each & every location where Bonaqua is produced. Because company believe that right to pure, safe drinking waterif fundamental. A universal need that cant be left to change. Fire to cleanses, purifies, transforms. Water, the most basic need of life, the very sustenance oflife, a celebration of life itself.

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

Gatorade sports drink, and Aquafina water. PepsiCo also sells Dole juices and Lipton ready-to-drink tea. PepsiCo and Coca-Cola hold together, a market share of

95% out of which 60.8% is held by Coca-Cola and the rest belongs to Pepsi. Nestl: Nestle does not give that tough a competition to Coca-Cola as it mainly dealswith milk products, Baby foods and Chocolates. But the iced tea that is Nestea which has been introduced into the market by Nestle provides a considerable amount of competition to the products of the Company. Iced tea is one of the closestsubstitutes to the Colas as it is a thirst quencher and it is healthier when compared to fizz drinks. The flavored milk products also have become substitutes to

the products of the company due to growing health awareness among people. Dabur: Dabur in India, is one of the most trusted brands as it has been operating ever since times and people have laid all their trust in the Company and the produc

ts of the Company. Apart from food products, Dabur has introduced into the market Real Juice which is packaged fresh fruit juice. These products give a strong competition to Maaza and the latest product Minute Maid Pulpy Orange.

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RIGHT EXECUTION DAILY

RED held every end of the month to check the availability of products, purify the visi cooler & chest cooler, marketing elements etc.

In RED Company emphasizes on the setting up a cooler either into outlet or outdoor. Set up Menu Boards with Combo and setting up of Hanging Rack. Setting up Warm Display which attracts the attention of customers. Setting up the price cardsor price stripes. Available essential marketing elements with full of refrigerator inside and crates outside for display, of Coca Cola product, not other brand.It attracts the customers.

There are different channels (Grocery, E&D, and Convenience) and VPO (Diamond Go

ld, silver). Accordingly it arrange the brands, make there availability.

It adds the points of Market developer (MD) and Market Developer Executive (MDE).

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DISPLAY: Right Execution Daily

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1. Grocery Stores: Outlets primarily engaged in retailing of food and various household items. It includes Grocery (Outlets dealing mainly in Grains, Provisions, Spices, Edible oil, Vanaspati etc.) and General Stores (Outlets selling itemsof day to day requirement & stocking a variety of branded products.)

Activated Grocery Outlet - Representation

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2. Eating & Drinking (E & D) Stores: Outlets selling items to eat which are bring cooked within outlet, made at the outlet with possibility of consuming those products within the outlets. The outlet may have a place to sit. It includes Bakery / Mithai Stores / Restaurants / Bars / Juice Centers / Soft Drinks Shops / Ice cream Parlors Tea Shops etc.

Activated E&D Outlet - Representation

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3. Convenience Stores: It includes outlets which are small stores or shops, generally, accessible locally. These are often located alongside busy roads. It includes Chemists / STD Booth / Pan Beedi Shops etc.

Activated Convenience Outlet - Representation

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EACH DEALER SURVRY

Each Dealer Survey means the information of all the outlets. It measures the every outlets problem, requirements, and asks their satisfaction with the Company.In this procedure we go to each shop and meet the shopkeeper. There are different region & different shopkeeper having unique nature. Some are satisfied with Coke and some are not. Sometimes they talk in a rude manner and sometimes they are

polite due to satisfaction. We not only try to solve their problems by forwarding it to higher authority but also convince them to sell more and more by providing them immediate offer within one week. Their problems would be refrigeratorsnot performing well, light is not working, cooling problem, carelessness of salesman who does not maintaining the orders, not going to every outlets daily.

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MARKETING IMPACT TEAM

Marketing Impact Team (MIT) means a group of members who work together to enhance the sale of the Coke product in a large number as well as it provides the opportunity for the company to find the weak points of that particular area. We hadto go different places such as NAINI, JHUNSI, PHAPHAMAU, TELIARGANJ etc for introduce new product as well as increase the sale with our ability & caliber. We made the planning, scheme, strategy to improve the sale. When a team goes somewhere for MIT, the sale automatically improve because when if a person says something about the product then there is chance that he may not fully convience the customer.But if a team says something it affect the customer more.

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INTERNSHIP SPECIAL ACHIEVEMENT

I was being given the opportunity to show my qualities, skills and whatever I have learned from the past 15 or 16 days in my internship period. I was being assigned in locality, Civil Lines, Jhunsi, Naini, Teliarganj. Here I was asked to look after the market of this particular area for two weeks and maintain the RED of the market. By the support of my sales executive and Fat Dealer, I came to aware about the market of this small locality.

Market Condition Civil Lines market is totally a Representative market. As it isheart of city, everything is available quite easily for the consumers. This mar

ket is full of rest houses, hotel and restaurants which provides standard as well as average facilities to the customers. Servicemen and others visit here whole

day and late night. Although the area and market was small, but there was no single retailer or customer who fulfilling the RED criteria. There were only 22 RED shops but the Fat Dealer was not been able to maintain his market. I saw thatconsumer is asking for the cola beverage but due to unavailability of it, shopkeepers offered them other drinks.

The Problem No proper supply in the market by fat dealer. Customers (retailers)rarely got any offers from dealer side. Visi-cooler was not working in many shops. Purity is not maintained in almost all shops.

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RESEARCH OBJECTIVE

Primary Objective. To understand the Brand Value of Coca Cola. The primary objective of my research is to know the Brand value of Coca Cola. As there are number

of colas Product available in the market, the company is facing a tough competition from not only Pepsi but also from some of the other local soft drinks and juices. Secondary Objective. To understand the impact of Brand image in consumer mind. To know the Impact of packaging and advertisement. To analyze the consumer satisfaction level To identify the consumer buying behaviors and their brand Preferences. To identify the segment of consumer according to different cola s Brand. To identify the impact of brand value. To identify the role of brand value in increasing sales volume. The secondary objective of my research is associated with the

impact of Brand image in the mind of consumer and to understand that whether packaging and advertisement stimulate the consumer to change their preference.

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RESEARCH METHODOLOGY

Research in common refers to a search of knowledge. One can also define researchas a scientific & systematic search for pertinent information of a specific top

ic. It is the pursuit of truth with the help of study observation, comparison &experiment. DEVELOPING RESARCH PLAN: After deciding the objective of marketing research the next step is deciding Research plan for gathering effective information related to this research project. The research consists of following steps,which are discussed subsequently. Research Design. Exploratory Research/ Descriptive Research. The Research design which I have used in preparing this Project is of Exploratory and Descriptive Research. The reason of being chosen these twoDesign because my objective is to know the brand value of coca cola. For achieving the objective, I must need the detailed study of consumers and Retailers opinion which can penetrate the sale of coke, and at the same time I have to frame about different perception of the Customer which is in his or her mind while purchasing different drinks. Data Collection Method. During project study I use both

primary as well as secondary data source. For primary data collection I visitedvarious consumers and retailers of different areas of Civillines, Jhunsi, Allah

pur,Alopibag, Allahpur,Kydganj and Teliarganj of Allahabad. For secondary data I

went through Journals and Internet. The information collected is relevant, correct and unbiased.

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Data Collection Devices. Personal Interview I have collected the data through Personal Interview. In Personal Interview, I went through different location of Allahabad and collected the data from consumers and the retailers. I have taken data from different small stores, organized retail stores and Mall.

Importance of being using personal Interview? I have selected these devices because according to my objective I have to collect the data from different sample like Students, Professionals, House- wives, children and Retailers I have to visit to Mall, retailers, Institutes and other Public Places where I get the information regarding my objective of the research. Without Personal Interview it is not possible to collect this information.

Population: The Population which I have selected is of entire area within Nirmalenterprises. The total consumer of the colas market within this region is aroundTwo Lac. Sampling Size: Total Sample Consumer Retailer Area of Survey Duration

: 300 : 200 : 100 : Allahabad : 45 days

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Sampling Unit: a . The Retailer Sampling Unit. I have taken the sample of 100 retailers into seven (7) sampling units within area of Nirmal enterprises. The distribution of the sample is as-25 sample from civil lines, 10 sample from alopibag, allahpur, 10 from jhunsi, 20 from teliarganj, 15 from Kareli, 10 from katra,and 10 from Kydganj, b. The Customer Sampling Unit I have divided the sample ofTwo hundred (200) customers into seven (7) sampling units. It included the 40 customer of Civillines, 40 of Allahpur, 30 of Teliarganj, 25 of Kareli, 20 of Katra and 15 of Kydganj, 30 customer of Cantt, who were either Student, Professionals, Housewives, adults or Children. Dwelling Units: I have not selected any dwelling unit. I have collected the data from the students, working women, children and adults as individual. I didnt went to any house or didnt take the data from any

family as a whole. Sampling Plan: Probability Basis. I have selected the sampling plan on Probability basis. I have chosen the sample of customers and retailers on random basis.I have chosen the sample on probability basis because it gives

us every unit of population a known and non zero probability of being selected.And it implies equal probability to every unit in the population. How large thesample selected. I have selected the total sample of 300 in which there is 200

samples were of consumer and 100 samples were of retailers.

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Why this sample size has been chosen. I have chosen the sample size of 300 because this sample size provide us the approximate details to reach a valid conclusion and suggestion to the company regarding my objective of the research. Difficulties Experienced in Contacting Designated Sample Elements

I have faced lot of difficulties while collecting the data from different samples I have taken. a. Customer Behavior. The behavior of the few customers was notgood. Some of them are very aggressive in their nature and misbehave with me whereas some of them didnt respond. b. Retailers Behavior. Few of the retailers where I went to collect the information, they didnt give their suggestion and not even filled the questionnaire form. Some retailers had no time to give the response

of the questionnaire. c. Weather Condition I have collected the sample in the month of June-July which was very adverse because of monsoon. The customer didnt want to fill the form in this weather and were not ready to listen me even for awhile. d. Transportation Problem. I have faced transportation problems to reachto different area of the defined region. No Biasness. While I was doing the research, I have face whole lot of problems, but even after that there is no biasness in my research process. Field work. I have do the field work by collecting the

data from different sources which is in the form of questionnaire. I also colle

cted some secondary data from the City office of Coke, Allahabad. I 55


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went to different book stalls to collect the details about coke from journals, News papers and Magazines etc.

Research Instrument: The research instrument used was Questionnaire form. In which market information detail of each outlet and Customers should be filled in form. For this I have visited hundred major retail outlets of Nirmal Enterprises and check all the brands and packs of different drinks which are available or not

or which one is available in comparison with Coke and filled it in the RetailerQuestionnaire forms. In my research process I have used closed ended & open-end

ed questionnaire where respondents could answer in their own manner. Through this I was able to extract information from the respondents about Coke and its competitors. Sampling Plan: In designing the sampling plan following points were considered: Contact Method: In my research process, I have collected information through personal interview process with the help of Questionnaire. I use this method because it is the most reliable & accurate method for collecting primary data. The secondary data has been collected through different reliable sources. It includes internet and Newspaper. Methods of Data Interpretation: In this market study I have used pie chart for data analysis & interpretation because pie chartis the easiest & comprehensive medium for presentation of data. The universe stu

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FINDINGS AND ANALYSIS

Krishna Enterprises:

Position of SGA : 200 (Coke)

Total no. of SGA Coke SGA: VC CC EBC

68 18 9

Position of Outlet

Total no. of outlets : 175 (Coke) + 65(Pepsi) =300

Loading Vehicles Total No. of Vehicles: Vikram Tempo Pick Up Tata 407 Trolley2 6 2 1 3

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DATA INTREPRETATION(BASED ON CUSTOMERS QUESTIONNAIRE)

You are a?

The above graph shows that out of 200 samples, 47 % is of students, 27 % is of Professional, 16 % is of House wife and rest 10% includes others.

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Which cold drink you like most?

The above graph shows that percentage of consumer who drinks beverages is more towards Coca Cola which is about 53%, Pepsi consumers are 43% and rest 4% is of either Dabur or any other drinks.

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Have you ever taste Coke?

Taste of Coke

200 150 100 50 0 No.of Person

Yes 187

No 13

The graph indicates that about 93.5% of consumers have taken the taste of coke atleast once in their life. Only 6.5% of consumers have not tasted coke.

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From how long are you taking Coke?

The above graph represent that 43.5% of consumers are taking coke from more thanthree years, 45% are taking it from last three years, 7.5% are taking it from l

ast one year and rest 4% are taking it from one year.

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Which brand of Coke customer like most?

No. of Person

90 80 70 60 50 40 30 20 10 0 Thumps Coca-cola Sprite Maaza Other 25 46 26 16 87No. of Person

Almost 43% of total sample have their view that Sprite is their favourite brand,23% said that they like Coca Cola, 13% preffered Maaza, 12.5% have given their preference to Thums-Up, and the remaining 8% have no particular preferences.

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Does the price matter to consumer?

The above graph indicates that 61.5% of consumers said that they go for the product according to the price they are having only upto some extent, 35.5% have said that price matters to them, and the remaining 3% says that price doesn t matters

to them when there is quality product.

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The price of Coke is?

Total out of 200 sample, 168 have their view that the price of Coke is average,18 samples said the prive is expensive whereas 14 indicated that its cheaper incomparision to other local drinks.

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Is it give you the value of the money?

The graph interpret that 120 sample out of 200 agree that coke gives the value of their money, whereas 52 have expressed their view that it cant give them the value of their money, and the rest 28 are not been able to express their view.

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Customer generally came to know about Coke products through

The above graph indicates that 64% of the customer aware of Coke product throughtelevision advertisement, 12% came to know about it through newspaper, 6% throu

gh magazines, and rest 18% knows it through other media like hoarding, banner, display etc.

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The Product Image of Coke is?

The above graph indicates that 52 out of 200 consumers have very good image of coke in their mind, 82 rated it as a good drink, 56 have average product image of

coke, and the remaining 10 have poor product image of coke in their mind.

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The packaging of Coke is?

The above graph indicates that 43% of consumer have expressed their view that Coke has an attractive packaging, whereas 32% have view that it ahs good packaging, 17 % think that it has average packaging and the rest 8% said that it has poor

packaging.

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Has advertisement stimulates to change the preference?

The above graph shows that advertisement stimulates to change the preference ofabout 51% of consumer, while 26.5 have no effect of advertisement on them, and the rest 19.5% of consumers agrees that they affected by advertisement only on some specific offers.

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Attachment for particular brand.

Out of 200 samples, 148 have very strong attachment to any particular brand whereas only 52 have expressed their view that they have no any attachment to any particular brand.

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Percentage of customer suggested others to taste Coke.

The above graph showing that 126 consumer have suggested others to taste coke, 44 have not suggested to take any drink, and remaining 30 said that they did notremember that whether they have suggested others to take coke or not.

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Percentage of customer who will taste the new brand of coke if introduce in themarket.

The above graph showing that out of 200 consumers, 158 will try the new brand ofCoke if it will introduce in the market, whereas 42 said that they will not go

for the new brand of coke.

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DATA INTREPRETATION(BASED ON RETAILERS QUESTIONNAIRE)

Drink they are selling.

The above graph indicates that out of 100 samples of retailers, 34 are selling cold drinks, whereas only 6 are selling juice and 60 retailers are selling all the beverages.

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Maximum demand is for.

The above graph indicates that according to retailers, the demand of Coke is more which is expressed by 52 retailers, 46 of them said that the demand of Pepsi is more and the 2 said that other products have more demand like Dabur Real .

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Peak season for cola s?

When talked to the retailers, 87 out of 100 have their view that summer is the peak season for cold drink market, 9 said that winter is the good market and therest 4 said that other season is good for the sale of cold drinks.

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Frequent buyers?

According to 67 retailers, their frequent buyers are Adults whereas 21 said thatchildren come frequently to their shop, and the remaining 12 said that mix grou

p of customers comes over their shop.

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Good distributor?

The above graph indicates that out of 100, 500 retailers have their opinion thatPepsi has the good distribution network, whereas 41 retailers have their view t

hat Coke is having a good distribution network, and remaining 6 said that othercompanies like Dabur and Parle agro have good distribution channel.

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FINDINGS ON BASIS OF RETAILER QUESTIONNAIREAfter collecting the data from 100 retailers, I found the following which are:

Key Finding 1. The distribution channel of coke is very poor in some of areas. Other Finding. 1. Every retailer wants that vehicle should come in the morning so

that they Will keep the bottles in the fridge as soon as possible. 2. Marketingelements attract consumers. 3. The profit margin on coke is less than Pepsi. 4.Some shopkeepers do not get scheme on time. 5. Majority of retailers is asking

about Boards, Openers & Counters. 6. The frequent buyers are adults. 7. Packaging attracts customers. 9. The demand of Thums up, Sprite and Maaza is more than other coke products. 10. The demand of colas is very high in summer.

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RECOMMENDATIONS

1. Company should must improve its distribution network if they want to competewith major brands. 2. Company should appoint competent & honest salesman so that

they could provide schemes to the entire retailers and cover their full route. 3. Instead of increasing the number of flavour of its cola, the company has to think to increase the different quantity of packaging, so that it can attract more

customer. 4. Retailer are not getting the benefits on purchasing the large number of crate and few of the retailers complained about it. So there should be frequent visits of Executive to their respective areas to keep the shopkeepers benefited with various schemes. 3. Delay in starting of supply vans from respectivedepot should be checked and a proper time register should be maintained.

4. Most of the retailers are complaining about non-fulfillment of commitments regarding their sampling. Company should make sure that the retailers get the sampling on time so that they are satisfied. 5. Most of the retailers are complaining about delay and no replacement of damage bottles. Marketing Management shouldsort some solutions to this major problem of replacing these bottles.

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6. Company should try to give some credit facility to the distributors so that they get motivated. 7. Credit facility for retailers should be provided. 8. Proper feedback system should be developed by ensuring regular visits and check randomly at the various outlets. 9. There should be requirement to adopt an attractive advertisement strategy which can stimulate the customers. 10. The products must launch in tetra packs so that it can attract the different customers who havedifferent choices.

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CONCLUSION

After analyzing all the data and going through all limitations and suggerstion,I frame the following conclusion about the brand value of Coca Cola in Allahabad:

Coca Cola brand is most famous among retailers and consumers. Under Coca Cola, Thums Up is most famous brand which is recognized for its strong taste. . There is also a large no. of unbranded customers, who are totally retailer oriented. We

should convert them into coke branded customers by good supply to retailers. According to this survey 32% retail outlets were captured by Coca Cola & 12% by Pepsi. This is a major advantage to us. We can increase this no. by converting mix

outlets into our monopoly outlet by giving them some extra benefits. The Sampling activity was a good first step into the area of Marketing and Sales. It gavegood amount of exposure mainly because after being trained, trainees were givenan opportunity to carry out the process ourselves. It helped in developing a considerable amount of convincing skills, because, it took a lot of it to convincethe store managers to give us cooler space to cool the product for 2 hours and even more to convince the customers into tasting the product and to get reviews f

rom them. A good understanding of the market was accomplished as around 700 people were spoken to and that group consisted of a variety of customers. This evenhelped in the polishing of communication skills, a must-have to survive and make

it big in the present world. It even gave a good understanding of behavior of customers when placed in different situations. It was a good opportunity to workon the skill of patience, as a large number of customers were to be dealt with.It helped in developing the kind of relations one needs to uphold in the corporate world and it helped in building up the right attitude. 85


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As all the points in the above mentioned paragraph, are the must-have skills foranyone in the field of Marketing and Sales, the training period was a good expe

rience and a good stepping stone into the real business world. As a future lineof research, the Marketing and Sales Department at HCCBPL could offer projects like: Analysis Impact of advertisements on the Sales of a particular product Analysis of major trends in the Indian Non-Alcoholic Beverage market Analysis of changing trends in the market for Coca-Cola products Formulation of Market penetration strategies

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LIMITATIONS

Findings are based on the views expressed by the consumers. So it may suffer from biased prejudices.

It is extremely difficult to persuade retailer to respond to questionnaire.

Some of the respondents were not co-operative and many seem to be having no interest. The study has not been intended on a very large scale, have the possibility of errors, which cannot be ruled out.

There was a time limitation. Area was specified. Sometimes the weather conditions were not favorable.

Some retailer knows me as I am from Coke, then there was a chance of being biasness. I had lack of knowledge about the product and the local market. The company

does not provide any financial assistance. The time allowed for the project wasvery short. It was impossible to study deeply in that

short period.

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SAMPLE QUESTIONNAIRE FOR CUSTOMERS

Name Address -

-----------------------------------------------------------------------------------------------------------

Contact No. -----------------------------------------------------Q.1- You are a?( ) Student ( ) Professional ( ) House wife ( ) Others.

Q.2- Which cold drink you like most? ( ) Coke ( ) Pepsi ( ) Other.

Q.3- Have you ever taste Coke? ( ) Yes ( ) No

Q.4- From how long are you taking Coke? ( ) 1 year ( ) 2 year ( ) 3 year ( ) More than 3 year,

Q.5- Which brand of Coke you like most? ( ) Thums Up ( ) Coca Cola ( ) Sprite () Maaza ( ) Other

Q.6-What about the taste of Coke? ( ) Good ( ) Very Good ( ) Average ( ) Cant say

Q.7- Does the price matter to you? ( ) Yes ( ) No ( ) Upto some extent.

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Q.8-What do you think about the price of Coke? ( ) Expensive ( ) Average ( ) Cheap

Q.9- Is it gives you the value of your money? ( ) Yes ( ) No ( ) cant say

Q.10-How you generally came to know about Coke products? ( ) News Paper ( ) Television ( ) Magazines ( ) Others

Q.11- According to you what is the Product Image of Coke? ( ) Very Good ( ) Good( ) Fair ( ) Poor

Q.12-The packaging of Coke is( ) Attractive ( ) Good ( ) Average ( ) Dull

Q.13- Has advertisement stimulates you to change your preference? ( ) Yes ( ) No( ) Rarely

Q.14- Will you strict to particular brand ( ) Yes ( ) No

Q.15-Have you ever suggest others to taste Coke? ( ) Yes ( ) No ( ) Not Remember

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Q.16-If a new brand of Coke is introduce in the market, Will you taste it? ( ) Yes ( ) No

Q.17- Your like/dislike about Coke in one sentence? ----------------------------------------------------------------------------------

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SAMPLE QUESTIONNAIRE FOR RETAILERS

Name of Retail Outlet . Contact Person Address Contact No. .

01. What kind of drink you are selling? ( ) cold Drink ( ) Juice ( ) All

02. Which product demand is more? ( ) Coke ( ) Pepsi ( ) Real ( ) other

03. Which is the peak season for cola s? ( ) Summer ( ) Winter ( ) All ( ) Other

04. What attracts customer while buying the Colas? ( ) Packaging ( ) Pricing ( )Taste ( ) Display

05. Which Company gives you more margin on the porduct? ( ) Coke ( ) Pepsi ( ) other

06. On which product you get more offer and discounts from distributor? ( ) Coke( ) Pepsi ( ) Other

07. Who are the frequent buyers? ( ) Children ( ) Adults ( ) House wives91


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08. Which pack has more selling? ( ) 250-300 ml ( ) 600 ml ( ) 1.25 lit. ( ) 2 lit.

09. Which company has good distribution channel? ( ) Pepsi ( ) Coke ( ) Other (Please specify)

10. Your suggestion about how to increase the sale of Coke? .

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BIBLIOGRAPHY

Books. Research Methodology: C.R.Kothari, -Reffered for concept needed to startresearch.

Websites. http://www.cocacola-india.comcybernoon.com http://news.bbc.co.uk http://ww

dofcoca-cola.com http://www.coca-cola.com http://www.ko.com http://www.hoovers.com http://www.google.com http://www.wikipedia.org

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Documents

52185456 Coka Cola Report