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A PROJECT REPORT ON
STUDY OF MARKET SURVEY REPORT TOWARDS
COCA-COLA
FOR JAIPUR (RAJASTHAN)
A report submitted to Delhi Business School, New DelhiAs a part fulfillment of MBA+Post Graduate Program(Industry Integrated) Entrepreneurship & Business.
Submitted to: Submitted By:Director Academics Kailash Chand GhoshliyaDelhi Business School Roll No: DBS/0810/W155
New Delhi Batch: 2008-2010Semester: 1st
University: PTU
Internal guide:Faculty: Mr. Kavindra SinghDelhi Business SchoolNew Delhi
Delhi Business SchoolB-II/58, M.C.I.E., Mathura Road, New Delhi
Website:www.dbs.in
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Declaration
I do hereby declare that the project entitled MARKET SURVEY,
A study of MARKET SURVEY is an original piece of work done by me
and has not previously formed the basis for award of any degree;
diploma or similar other title in full or part.
Place:
Date: KAILASH CHAND GHOSHLIYA
DELHI BUSINESS SCHOOL
NEW DELHI.
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ACKNOWLEDGEMENT
At the very outset, I would like to take the golden opportunity of thanking those
persons without whose guidance, co-operation, inspiration and suggestion it
would have been impossible for me to accomplish the project successfully.
First of all I would like to thank Mr.ARBIND PAUL SINGH, Area General
Manager Rajasthan, for his kind guidance and necessary support during the study.
I also take this opportunity to extend my heartfelt gratitude to others who directly
or indirectly helped me, by providing me necessary information required for
successful completion of the project.
Kailash chand Ghoshliya
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PREFACE
The study was carried out in order to know about the attitude of the outletowner Jaipur towards the Coca-Cola.
COCA-COLA is the organized company. Coca-cola is one of fastest
growing company groups in India. Its outlets have almost all price ranges. The
outlet has over 70,000 products range which fulfills all your thirst needs, and can
be available at everywhere.
The project report has been divided into 4 basic sections. In Section-A, anintroduction regarding the project and organizational profile is included. Section-
B deals with the project in detail. In Section-C Research Methodology adopted
for the study with data analysis and data interpretation is discussed and Section-D
deals with major findings, recommendations/suggestions and conclusions of the
study.
The techniques used in the project for analysis is very simple and easy one.
The samples are collected as per the requirement of the study. Then the result has
been discussed on the basis of interpretation of the findings in the light of the
project study.
The project is primarily intended to carry out a study on the market survey
towards Coca-Cola and finally to know about the various attributes which
influence an outlet owner while joining as a franchisee under coca-cola.
Kailash chand Ghoshliya.
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EXECUTIVE SUMMARYProject Title: To study the market survey towards coca cola.Name of the organization: Hindustan coca cola beverages pvt. Ltd.Place of the work: Jaipur (Rajasthan).Organizational Guide: Mr.Arbind Paul Singh.Duration: 26th May 25th July2008
Major Objectives:
To study the attitude of outlet owner about coca cola.To study of the perfect market for coca cola.To analyze market condition of the outlet owners about market share of cocacola in comparison to competitors (Pepsi).To approach to the big shop owner for be a part of Coca-cola as a franchisee.
Research Methodology: Research Design-Exploratory study.(Survey research).
Sample Size: ( I have taken the sample size 120 shops from Jaipur for thesimplicity of my study)
SWOT ANALYSIS:
Major Findings:
a) It has been known that in Jaipur maximum are middle class people.
b) There are 8 University and 150 colleges in Jaipur city. (Including privateand government) .Some of the well known colleges is Poddar institute ofmanagement, university of Rajasthan college.
1. Recommendation:For Jaipur :
It has been seen that visibility of less and advertisements are quite less in
comparison to other popular soft drink companies like Pepsi. We all know that
advertisement creates the base of a brand for it to survive in the competitive
market. Advertisement of different schemes should be done in a unique way so
that the message reaches the target customers and induce them buy the product.
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Conclusion: The study of the market scenario of JAIPUR is an attempt to carry
out a comparative study between the organized coca-cola outlets with the
unorganized sector in the city.
CONT
ENTS
CONTENTS PAGE NO.
Declaration
Acknowledgement
Preface
Executive Summery
Section-A: A.1 INTRODUCTION
A.2 ORGANIZATIONAL PROFILE:
A.3 ABOUT COCA-COLA
A.4 PRODUCT QUALITY
A.5 MARKETING STRATEGY
SECTION-B: B.1 TITLE OF THE PROJECT
B.2 MARKET FOR PROJECT STUDY
B.3 OBJECTIVES OF THE STUDY
B.4 SIGNIFICANCE/NEEDS OF THE
STUDY
B.5 SCOPE OF THE STUDYB.6 LIMITATIONS OF THE STUDY
SECTION-C: RESEARCH METHODOLOGY
I. RESEARCH DESIGN
II. EXPLORATION OF DOCUMENTS
III. DATA COLLECTION TOOLS
IV .SAMPLING DESIGN AND SAMPLE SIZE
V. DATA ANALYSIS AND INTERPRETATIONS
SECTION-D: D.1 FINDING OF THE SURVEY (MIS
REPORT)
D.2 SUGESTIONS/RECOMMENDATIONS
D.3 CONCLUSIONS
BIBLIOGRAPHY:
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SECTION - A
A.1 INTRODUCTION
Coca cola is the fastest growing soft drink chain of India. Coca-Cola is a type ofcarbonated soft drink produced by The Coca-Cola Company. Popularly known asthe Coke, this drink was intended as a medicine after John Pemberton invented itin the late 19th century. Businessperson Asa Griggs Candler is the oneresponsible for the Coke's rise to fame. The Coca-Cola Company produces theconcentrate for the Coca-Cola drink, which is then sold to various licensed Coca-Cola bottlers throughout the world. The company also sells concentrate forfountain sales to major restaurants and food service distributors. In March 2003, amessage from Coca-Cola's global headquarters in Atlanta, United States, created alot of excitement in the Indian subsidiary. Coca-Cola India (CCI), had beenawarded the Woodruff award for outperforming the dozen-odd emerging markets
of Coca-Cola worldwide in growth and profitability during 2002. The comebackwas remarkable for the global cola major. In January 2000, the company hadstated that its investment in India had yielded disappointing returns.
The company had invested $800 million in its Indian operations since its reentryin India. From causing a dent in the parent's bottom line to winning the
prestigious Woodruff award, CCI seemed to have come a long way.
CCI was also a major sourcing point for its global operations. Apart from product
brands, the company was also a major supplier of commodities and materials likesugar, coffee, PET bottles, recycled glass bottles, crowns, labels and caps to itsglobal operations. It was only in India that Coca-Cola had a mix of its own
bottling facilities and arrangements with independent bottlers. CCI had 27 ownedunits, 17 franchisee units, and 22 co-packers.
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A.2 ORGANIZATIONAL PROFILE
I.ABOUT COCA COLA
The trademark Coca-Cola name and script was registered with the US Patent andTrademark Office in 1893.The Coca-Cola Company (Coca-Cola) is a leadingmanufacturer, distributor and marketer of non-alcoholic beverage concentrates
and syrups, in the world. The companys beverage products are sold in more than200 countries worldwide. More than 60% of Coca-Colas products are sold outsidethe US. The company owns or licenses more than 400 brands, including diet andlight beverages, waters, juice and fruit drinks, different varieties of tea and coffee,and energy and sports drinks.
Access all the important information and analysis on the company in a singlereportUnderstand companys strengths, weaknesses, opportunities and threats along
with business strategy and value chainGain access to companys adjusted five year financial data along with key ratiosand market capitalization
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How it all begin
1798 The term "soda water" first coined.
1810 First U.S. patent issued for the manufacture of imitation mineral waters.
1819 The "soda fountain" patented by Samuel Fahnestock.
Until the 1960s, it was common for both small town and big city dwellers toenjoy carbonated beverages at local soda fountains and ice cream saloons. Oftenhoused together with a pharmacy, the soda fountain counter served as a meeting
place for people of all ages. However, the popularity of soda fountains declinedwith the introduction of fast foods, commercial ice cream, bottled soft drinks, andrestaurants.
The term "soda water" was first coined in 1798.
In 1810, the first U.S. patent was issued for the mass manufacture ofimitation mineral waters to inventors, Simons and Rundell ofCharleston, South Carolina.
The first soda fountain patent was granted to Samuel Fahnestock in1819.
In 1858, G.D. Dows invented and operated the first marble sodafountain, which he patented in 1863.
In 1883, James Tufts patented a soda fountain, which he called theArctic. Tufts went on to become a huge soda fountain manufacturer.
On January 25, 1870, Gustavus Dows patented a more advanced and
modern form of the soda fountain. In October of 1874, Robert Green created the first ice cream soda.
In 1903, a revolution in soda fountain design took place with thefront service fountain patented by Doctor Heisinger.
1835 The first bottled soda water in the U.S.
1850 A manual hand & foot operated filling & corking device, first used forbottling soda water.
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1851 Ginger ale created in Ireland.
1861 The term "pop" first coined.
1874 The first ice-cream soda sold.
1876 Root beermass produced for public sale.
Charles Hires was a Philadelphia pharmacist who according to his biographydiscovered a recipe for a delicious herbal tea while on his honeymoon. The
pharmacist began selling a dry version of the tea mixture and also began workingon a liquid version of the same tea. The result of was a combination of overtwenty-five herbs, berries and roots that Charles Hires used to flavor a carbonatedsoda water drink. The Charles Hires' version of the root beer beverage was firstintroduced to the public at the 1876 Philadelphia Centennial exhibition.
The Hires family continued to manufacture root beer and in 1893 first sold anddistributed bottled root beer. Charles Hires and his family certainly contributedgreatly to the popularity of modern root beer; however, the origins of root beercan be traced further back in history.
Root beer has its origins in what is referred to as "small beers." Small beers are acollection of local beverages (some alcoholic, some not) made during colonialtimes in America from a variety of herbs, barks, and roots that included: birch
beer, sarsparilla beer, ginger beer and root beer. Ingredients in early root beersincluded allspice, birch bark, coriander, juniper, ginger, wintergreen, hops,
burdock root, dandelion root, spikenard, pipsissewa, guaiacum chips, sarsaparilla,spicewood, wild cherry bark, yellow dock, prickly ash bark, sassafras root*,vanilla beans, hops, dog grass, molasses and licorice. Many of these ingredients
are still used in root beer today along with carbonation. There is no one recipe.
Another famous brand of root beer is A & W Root Beer, now the number oneselling root beer in the world. A & W Root Beer was founded by Roy Allen, who
began marketing root beer in 1919.
*In 1960, the U.S. Food and Drug Administration banned sassafras as a potentialcarcinogen, however, a method was found to remove the oil from sassafras. Onlythe oil is considered dangerous. Sassafras is one of the main ingredients in root
beer.
1881 The first cola-flavored beverage introduced.
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1885 Charles Aderton invented "Dr Pepper" in Waco, Texas.
In 1885, in Waco, Texas, a young pharmacist called Charles Alderton inventedthe soft drink "Dr Pepper".
Alderton worked at a place called Morrison's Old Corner Drug Store andcarbonated drinks were served at the soda fountain. Alderton invented his own
Recipes for soft drinks and found one of his drinks was becoming very popular.
His customers originally asked for the drink by asking Alderton to shoot them a"Waco".
Morrison, owner of the drug store is credited with naming the drink "Dr Pepper"after a friend of his, Dr. Charles Pepper. Later in the 1950s the period wasremoved from the "Dr Pepper" name.
As demand grew Alderton and Morrison had trouble manufacturing enough "DrPepper" for their customers. Then in stepped, Robert S. Lazenby, Lazenby owned
The Circle "A" Ginger Ale Company in Waco and was impressed with "DrPepper". Alderton did not want to pursue the business and manufacturing end ofsoft drinks and agreed that Morrison and Lazenby should take over and become
partners.
In 1891, Morrison and Lazenby formed the Artesian Mfg. & Bottling Company,which later became the Dr Pepper Company.
In 1904, the company introduced Dr Pepper to 20 million people attending the
1904, World's Fair Exposition, in St. Louis. That same world's fair introducedhamburger and hot dog buns and ice cream cones to the public.
The Dr Pepper Company is the oldest major manufacturer of soft drinkconcentrates and syrups in the United States.
1886 Dr. John S. Pemberton invented "Coca-Cola" in Atlanta, Georgia.
In May, 1886, Coca Cola was invented by Doctor John Pemberton a pharmacist
from Atlanta, Georgia. John Pemberton concocted the Coca Cola formula in athree legged brass kettle in his backyard. The name was a suggestion given byJohn Pemberton's bookkeeper Frank Robinson.
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Being a bookkeeper, Frank Robinson also had excellent penmanship. It was hewho first scripted "Coca Cola" into the flowing letters which has become thefamous logo of today.
The soft drink was first sold to the public at the soda fountain in Jacob'sPharmacy in Atlanta on May 8, 1886.
About nine servings of the soft drink were sold each day. Sales for that first yearadded up to a total of about $50. The funny thing was that it cost John Pemberton
over $70 in expanses, so the first year of sales were a loss.
Until 1905, the soft drink, marketed as a tonic, contained extracts of cocaine aswell as the caffeine-rich kola nut.
Asa Candler
In 1887, another Atlanta pharmacist and businessman, Asa Candler bought theformula for Coca Cola from inventor John Pemberton for $2,300. By the late1890s, Coca Cola was one of America's most popular fountain drinks, largely dueto Candler's aggressive marketing of the product. With Asa Candler, now at thehelm, the Coca Cola Company increased syrup sales by over 4000% between1890 and 1900.
Advertising was an important factor in John Pemberton and Asa Candler's successand by the turn of the century, the drink was sold across the United States andCanada. Around the same time, the company began selling syrup to independent
bottling companies licensed to sell the drink. Even today, the US soft drinkindustry is organized on this principle.
Death of the Soda Fountain - Rise of the Bottling Industry
Until the 1960s, both small town and big city dwellers enjoyed carbonated
beverages at the local soda fountain or ice cream saloon. Often housed in the drugstore, the soda fountain counter served as a meeting place for people of all ages.Often combined with lunch counters, the soda fountain declined in popularity as
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commercial ice cream, bottled soft drinks, and fast food restaurants becamepopular.
New Coke
On April 23, 1985, the trade secret "New Coke" formula was released. Today,products of the Coca Cola Company are consumed at the rate of more than onebillion drinks per day.
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1892 William Painter invented the crown bottle cap.
1898 "Pepsi-Cola" is invented by Caleb Bradham.
Caleb Bradham of New Bern,North Carolina was a pharmacist. Like manypharmacists at the turn of the century he had a soda fountain in his drugstore,where he served his customers refreshing drinks, that he created himself. His most
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popular beverage was something he called "Brad's drink" made of carbonatedwater, sugar, vanilla, rare oils, pepsin and cola nuts.
"Brad's drink", created in the summer of 1893, was later renamed Pepsi Cola in1898 after the pepsin and cola nuts used in the recipe. In 1898, Caleb Bradhamwisely bought the trade name "Pep Cola" for $100 from a competitor from
Newark, New Jersey that had gone broke. The new name was trademarked onJune 16th, 1903. Bradham's neighbor, an artist designed the first Pepsi logo andninety-seven shares of stock for Bradham's new company were issued.
After seventeen years of success, Caleb Bradham lost Pepsi Cola. He hadgambled on the fluctuations of sugar prices during W.W.I, believing that sugar
prices would continue to rise but they fell instead leaving Caleb Bradham with anoverpriced sugar inventory. Pepsi Cola went bankrupt in 1923.
In 1931, Pepsi Cola was bought by the Loft Candy Company Loft president,Charles G. Guth who reformulated the popular soft drink. Guth struggled to makea success of Pepsi and even offered to sell Pepsi to the Coca-Cola company, whorefused to offer a bid.
In 1940, history was made when the first advertising jingle was broadcast
nationally. The jingle was "Nickel Nickel" an advertisement for Pepsi Cola thatreferred to the price of Pepsi and the quantity for that price. "Nickel Nickel"
became a hit record and was recorded into fifty-five languages.
In 1964, Diet Pepsi was introduced.
1899 The first patent issued for a glass blowing machine, used to produce glassbottles.
1913 Gas motored trucks replaced horse drawn carriages as delivery vehicles.
1919 The American Bottlers of Carbonated Beverages formed.
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1920 The U.S. Census reported that more than 5,000 bottlers now exist.
Early 1920's the first automatic vending machines dispensed sodas into cups.
Vending (or "automatic retailing" as it is increasingly known) has a long history.The Greek mathematician Hero seems to have got the ball rolling in 215BC, whenhe invented a machine to vend holy water in Egyptian temples." - AutomaticVending Association
Coin-operated Vending Machines
During the early 1880s, the first commercial coin-operated vending machineswere introduced in London, England and dispensed post cards. English publisherand bookshop owner, Richard Carlisle invented a vending machine for selling
books, around the same time.
In 1888, the Thomas Adams Gum Company introduced the very first vending
machines to the United States. The machines were installed on the elevatedsubway platforms in New York City and sold Tutti-Fruiti gum. In 1897, thePulver Manufacturing Company added animated figures to its gum machines as
an added attraction. The round candy coated gumball and gumball vendingmachines were introduced in 1907.
Coin-operated Restaurants
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Vending machines soon offered everything including; cigars, postcards, stamps,etc. In Philadelphia, a completely coin-operated restaurant called Horn & Hardartwas opened in 1902 and stayed opened until 1962.
Sodas & Cigarettes in Vending Machines
In the early 1920's, the first automatic vending machines started dispensing sodasinto cups. In 1926, an American inventor named William Rowe invented thecigarette vending machine.
1923 Six-pack soft drink cartons called "Hom-Paks" created.
1929 The Howdy Company debuted its new drink "Bib-Label Lithiated Lemon-Lime Sodas" later called "7 up". Invented by Charles Leiper Greg.
Charles Leiper Grigg was born in 1868 in Price's Branch, Missouri. As an adult,Grigg moved to St. Louis and started working in advertising and sales, where hewas introduced to the carbonated beverage business.
By 1919, Charles Leiper Grigg was working for a manufacturing company ownedby Vess Jones. It was there that Grigg invented and marketed his first soft drinkcalled "Whistle".
After a dispute with management, Charles Leiper Grigg quit his job (giving away"Whistle") and started working for the Warner Jenkinson Company, developingflavoring agents for soft drinks. Grigg invented then his second soft drink calledcalled "Howdy". When he eventually moved on from Warner Jenkinson Co., he
took his soft drink "Howdy" with him.
Together with financier Edmund G. Ridgway, Grigg went on to form the HowdyCompany. So far, Grigg had invented two orange-flavored soft drinks. But his
soft drinks struggled against the king of all orange pop drinks, "Orange Crush"."Orange Crush" grew to dominate the market for orange sodas.
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Charles Leiper Grigg decided to focus on lemon-lime flavors and and by inOctober of 1929 he had invented a new drink called, "Bib-Label LithiatedLemon-Lime Sodas".
The name was quickly changed to 7 Up Lithiated Lemon-Lime" and then again
quickly changed to just plain 7up.
7up merged with "Dr Pepper" in 1986.
1934 Applied color labels first used on soft drink bottles, the coloring was bakedon the face of the bottle.
1952 The first diet soft drink sold called the "No-Cal Beverage" a gingerale soldby Kirsch.
1957 The first aluminum cans used.
1959 The first diet cola sold.
1962 The pull-ring tab first marketed by the Pittsburgh Brewing Company ofPittsburgh, PA. The pull-ring tab was invented by Alcoa.
1963 The Schlitz Brewing Company introduced the "Pop Top" beer can to thenation in March, invented by Ermal Fraze of Kettering, Ohio.
1965 Soft drinks in cans dispensed from vending machines.
1965 The resealable top invented.
1966 The American Bottlers of Carbonated Beverages renamed The National SoftDrink Association.
1970 Plastic bottles are used for soft drinks.
1973 The PET (Polyethylene Terephthalate) bottle created.
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1974 The stay-on tab invented. Introduced by the Falls City Brewing Company ofLouisville, KY.
1979 Mello Yello soft drink is introduced by the Coca Cola Company ascompetition against Mountain Dew.
Coca-Cola reentered India in 1993, after having withdrawn from the country inthe late 1970s, in the wake of the Foreign Exchange Regulation Act (FERA) of1973. Coca-Cola's reentry was driven both by competitive factors and thecompany's own global plans. Global rival Pepsi had entered India in 1990 and by1993 had captured a 25% market share. Coca-Cola could not stay behind.
Coca-Cola's exit from the country in 1977, after a 25-year presence, had beendiscordant. Following the introduction of FERA, the Reserve Bank of India (RBI)asked multinationals operating in non-strategic industries like consumer goods toreduce their equity stake to 40% or below. Coca-Cola offered to hold 40% equityin its bottling and distribution units, but refused to dilute equity in its technicaland administrative unit. As the FERA regulations did not permit more than a 40%holding in all operations, the company decided to wind up its Indian operations.
II.PRODUCT QUALITY: -
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At The Coca-Cola Company, our commitment to providing top-quality productsto the marketplace is our highest business objective and our enduring obligation.Keeping our quality promise more than a billion times a day requires consistentexecution -- by us, our bottling partners, our distributors and our retailers.
Keeping that promise also requires the Coca-Cola system to keep pace with new
regulations, industry best practices, marketplace conditions and ever-increasingcustomer and consumer expectations. We ensure the quality and safety of our
beverages through The Coca-Cola Quality System - Evolution 3 (the thirditeration) (TCCQS), our integrated approach to managing quality, environment,health and safety. By periodically evolving our quality management system, weensure that TCCQS:
2. Embodies the most up-to-date, stringent manufacturing practices ... becauseCoca-Cola is a symbol of quality.
3. Focuses on customer and consumer satisfaction ... because Coca-Cola iscustomer and consumer satisfaction.4. Provides a framework for safety and environmental stewardship ... becauseCoca-Cola is a responsible citizen of the world.
Coca-Cola Quality System
The Coca-Cola Quality System (TCCQS) is our branded quality managementsystem. Developed by a global, cross-functional team and endorsed by seniormanagement of The Coca-Cola Company along with our top bottling partners, itis the framework around which the Coca-Cola system coordinates and guides itsactivities, drives continuous improvement and relentlessly strives for quality ineverything we do.
This third evolution of TCCQS supports the four principles of our corporatecitizenship framework -- providing quality in the marketplace, enriching the
workplace, strengthening the community and preserving the environment. Thequality system reflects our integrated approach to managing quality, theenvironment, and health and safety.
Systems & Expectations
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Four publications govern the management of our activities regarding quality,environment and safety. The Quality Management System Standard,
Environmental Management System Standard, and Safety Management SystemStandard are aligned against the same 14 Elements that guide our managementroutines in these key areas. The Supplier Expectations publication plays a criticalrole in managing our upstream quality efforts by enabling our suppliers toconsistently deliver against one well-defined set of expectations.
International Standards
SGS-ICS (Socit Gnrale de Surveillance - International Certification Services)and LRQA (Lloyd's Register Quality Assurance), internationally recognizedregistrars, benchmarked TCCQS - Evolution 3 against quality (ISO 9001:2000),environmental (ISO 14001:1996), and occupational health and safety (OHSAS18001:1999) standards. They found that TCCQS - Evolution 3 meets therequirement of all three standards.
TCCQS - Evolution 3 was constructed with the intent of embodying themanagement system requirements of the Global Food Safety Initiative (GFSI)Guidance Document, Third Edition January 2003:(Part II) - Requirements for aconforming Food Safety Standard (Key Elements), and to stay current with themost stringent, up-to-date global requirements governing food safety.
Marketplace
When you purchase a Coca-Cola product, you count on its quality. We marketmore than 450 brands and over 2,800 beverage products in more than200 countries, giving our consumers a choice of still or sparking
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beverages that refresh, hydrate, energize or nourish. Each of thoseproducts must be of the highest quality and must meet consumers'changing tastes, needs and expectations.
In each of the more than 200 countries where we operate, we are an activemember of the business community, working hand in hand with local individuals,
merchants and governments to improve the health and prosperity of the localeconomy and environment. We know that the continued health and sustainablegrowth of our business depends on the long-term health of the communities thatsurround it. We must be profitable in order to sustain our investment incommunities around the world. After all, we need healthy consumers,communities, environments and economies for our business to thrive. And, those
consumers and communities depend on businesses like ours to strengthen localeconomies and invest in social and environmental programs to help theircommunities grow.
III.MARKETING STRATEGY: -
After re-entering India in 1993, Coca Cola has invested $800 million. For a long
time operations were unprofitable, but now, Coke India has turned around. Thecase revolves around Coke's marketing strategy in India. Coke has broken itsmarket into different clusters.
To reach its 300 million consumers, Coke distributes its products in over 700,000retail outlets. In its advertising campaigns, the company uses popular film starslike Aamir Khan, Rani Mukherjee, Chiranjeevi and Simran to lure the masses.Coke also uses various innovative promotion schemes. The case discusses indepth Coke's products, its advertising campaigns and the famous taglines and how
it is targeting both rural and urban markets in India.
The Coca-Cola Company is the worlds leading manufacturer, marketer, anddistributor of nonalcoholic beverage concentrates and syrups. Its worldheadquarters is based in Atlanta, Georgia. The company and its subsidiariesemploy nearly 31,000 people around the world. The Coca-Cola Companymanufactures syrups, concentrates and beverage bases for Coca-Cola, the
companys flagship brand, and also produces over 230 other soft-drink brandssold by and its subsidiaries in nearly 200 countries around the world.
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Some of Coca-Colas latest domestic marketing strategies include Cokedominating fountain sales. Thousands of consumers visit fast-food restaurantsevery day and Coke feels that it is very important to have the consumer see anddrink their product at such chains as McDonalds, Burger King, and DominosPizza.
Coca-Cola is also testing a new plastic cup in the famous Coca-Cola contou
. . .They are also coming out with a new curved can.
Coca-Cola and One 2 One are teaming up for a promotion called, collect andConnect. According to consumer specialist, Robert Bertini, ?the cans stand out onthe shelves and are fun to hold. Cokes? logo has become a widely known at musicand sports events. They will reintroduce its? Winning commemorative Coca-Cola
classic bottles featuring the members of the Coca-Cola Racing Team. The phoneand service can be altered but Coke will use the text messaging service to informcustomers of new promotions.
Coca-Cola has also signed a three year deal with AOL valued at 100 milliondollars linking packaging and promotional activities from the retail shelves tocyberspace.
SECTION B
THE PRESENT STUDY:
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B.1 TITLE OF THE STUDY: To study about soft drinks market scenario of
COCA-COLA (with special reference to Jaipur city.)
B.2. MARKET FOR THE PROJECT:
The study has been carried out under HINDUSTHAN COCA-COLA
BEVRRAGES PVT. LTD.. I carried out my project within JAIPUR CITY
$Capital of Rajasthan state where target segments are outlet owners be a part of
coca-cola as a franchisee.
B.3. OBJECTIVE OF THE STUDY:
. The objectives are given below:
To study the attitude of outlet owner about vishal coca-cola.To study of the perfect market for coca-cola.To analyze market condition of the outlet owners about new revolution of softdrinks.To approach to the big outlet owner for be a part of coca-cola as a franchisee.
B.4. SIGNIFICANCE/NEEDS OF THE PROJECT:
This project was undertaken as a part of organization learning for MBA
students to understand assigned in order to analyze the, market scenario of
COCA-COLA with special reference to Pinkcity Jaipur. This project also helps
coca-cola in taking their corporate decision.
This project would also help COCA-COLA to recognize the main strength
and weaknesses and would also help to increase its customers base by adopting a
better marketing strategy
The findings and recommendation of the project would prove to be very vital
from the point of COCA-COLA and would help them to increase thepopularization of their products and brands in manifold
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B.5 SCOPE OF THE PROJECT:
5. Through the project work COCA-COLA can take a better knowledge about
the soft drinks market scenario and perception of the brands of COCA-
COLA in the customers eyes as compared to other brands.
B.6 LIMITATION OF THE STUDY
The main limitation of the study is as follows:-
a. Time Period: The time span for such a project was too small i.e. 2months when such large areas needed to be covered.
b. Place: Only certain areas where the target market was in hugepopulace that the project has been implemented; where as there arestill many more untapped markets in Jaipur.
c. Human Resource: The project had only 2 people to cover all theregions. This is almost of an impossible task when a project of suchmagnitude needs to be implemented.
SECTION C
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C1. RESEARCH METHODOLOGY:
In order to know the soft drink market scenario of Jaipur City with special
reference to COCA-COLA one set of Questionnaires were administered to the
outlet Owners as directed by the organization.
RESEARCH DESIGN: In order to understand the likings of the people (outlet
owner) which is the most important to study the soft drinks market scenario, a
exploratory (survey research) is carried on.
II. EXPLORATION OF DOCUMENT:- Exploration of documents or survey of
documents will be made from various sources like Magazine, Annual report of
VMM, websites of VMM .
III. Data Collection through Questionnaire:- Primary data have been collected
personally from the respondents through questionnaire. The respondent includes
outlet owners of Jaipur City. The respondents have been asked to fill up the
questionnaire and more over data collection process also includes oral interview.
IV.Sampling Design & Sampling Size:- The elements of research of population
or universe of interest are the peoples choice about the soft drink market scenario.
The sample size of the study consists of samples, out of which 120 are from
Jaipur City.
V.DATA ANALYSIS AND INTERPRETATION
GROUP: -A
The various no. of shops fall in coca-colas different category
Its divided in to two parts in group A, B and C.
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In group A, We have to analyses about grocery shop and in group B, We have to
analyses about Eating and Drinking and in group C, we have to study about
Convenience shop.
Areas Covered under the study:-
Table-1
S.N. Type of Shop No. of
Shop
1. Grocery 40
2. Eating and
Drinking
30
3. Convenience 50
Graphically we can represent as follows:
Grocery:33%
Eating&Drinking:25%Convenience:42%
A Survey report is as bellow: -
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Name
of
Outlet
Mkt.
Share of
Coca-
cola
Avail
abilit
y of
coca-
cola
Brands of coca-
cola
Avail
abilit
y
Of
Pepsi
Avai
labili
ty
Of
Other
Prod
uct
Most
Demand
ed
Brand
ofcoke
Most
Demand
ed
Brand
ofPepsi
Position
of
Banner
Note
Vishal
Pan
Bhand
-ar
Barka
t
Nagar
Jaipur
60% Yes 1.coca-cola
2.coke
3.sprite
4.Limca
5.Fanta
6.Mazza
7.Minute maid
8.Bonaqua
Water
9.Kinley Water
Yes Yes 1.Coke
2.Mazza
1.Pepsi
2.Mirin
da
1.Shop
signage
2.Shelf
Display
3.rate
list
4.Road
side
stand
Ban
ners
are
cove
red
by
other
bran
ds
AmitPan
wala
Barka
t
Nagar
Jaipur
55% Yes 1.coca-cola2.coke
3.sprite
4.Limca
5.Fanta
6.Mazza
7.Kinley Water
Yes No 1.Mazza2.Mazza
Frooti
-
1.Shopsignage
2.Shelf
Display
3.Road
side
stand
4.Rate
list
Company
Free
ze
posit
ion is
not
prim
e
VISH 50% Yes 1.coca-cola Yes Yes 1.Coke 1.Pepsi 1.Shop Ban
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ANU
Pan
bhand
ar
Barkat
Nagar
Jaipur
2.coke
3.sprite
4.Limca
5.Fanta
6.Mazza7.Minute maid
8.Bonaqua
Water
9.Kinley Water
2.Mazza 2.Mirin
da
signage
2.Shelf
Display
3.Road
side stand
4.Rate
list
ners
are
cove
red
byother
bran
ds
Pappu
pan
Wala
barka
t
Nagar
Jaipur
45% Yes 1.coca-cola
2.coke
3.sprite
4.Limca
5.Fanta
6.Mazza
Yes No 1.limca
2.Mazza
1.7UP
2.Pepsi
3.Mirin
da
1.Shop
signage
2.Shelf
Display
3.Road
side
stand
4.rate
list
Ban
ners
are
cove
red
by
other
bran
ds
Gopi-
Kishan Pan
Bhand
-ar
Barka
t
Nagar
Jaipur
40% Yes 1.coca-cola
2.coke3.sprite
4.Limca
5.Fanta
6.Mazza
7.Minute maid
8.Bonaqua
Water
9.Kinley Water
Yes Yes 1.Coke
2.Mazza
1.Pepsi
2.Mirinda
1.Shop
signage2.Shelf
Display
3.Road
side
stand
4.Rate
list
Ban
nersare
cove
red
by
other
bran
ds
Mama
Pan
Bhand
48% Yes 1.coca-cola
2.coke
3.sprite
Yes Yes 1.Sprite
2.Mazza
1.Pepsi
2.Mirin
da
1.Shop
signage
2.Shelf
Ban
ners
are
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-ar
Barka
t
Nagar
Jaipur
4.Limca
5.Fanta
6.Mazza
7.Minute maid
8.BonaquaWater
9.Kinley Water
Display
3.Road
side
stand
4.Ratelist
cove
red
by
other
brands
Amit
Pan
wala
Barka
t
Nagar
Jaipur
100% Yes 1.coca-cola
2.coke
3.sprite
4.Limca
5.Fanta
6.Mazza
7.Minute maid
8.Bonaqua
Water
9.Kinley Water
No No 1.Sprite
2.Mazza
1.Shop
signage
2.Shelf
Display
3.Road
side
stand
4.Rate
list
Com
pany
Free
ze
posit
ion is
prim
e
Jitend
er Pan
walaBarka
t
Nagar
Jaipur
55% Yes 1.coca-cola
2.coke
3.sprite4.Limca
5.Fanta
6.Mazza
7.Kinley Water
Yes No 1.Mazza
2.Mazza
Frooti
-
1.Shop
signage
2.ShelfDisplay
3.Road
side
stand
4.Rate
list
Com
pany
Freeze
posit
ion is
prim
e
Rajen
der
Pan
35% Yes 1.coca-cola
2.coke
3.sprite
Yes Yes 1.Mazza
2.Mazza
Frooti
1.Pepsi
2.Thums
up
1.Shop
signage
2.Shelf
Com
pany
Free
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Raja
Park
Jaipur
4.Limca
5.Fanta
6.Mazza
7.Kinley Water
- Display
3.Road
side
stand
ze
posit
ion is
prim
eKulde
ep
Pan
Wala
Raja
Park
Jaipur
35% Yes 1.coca-cola
2.coke
3.ThumsUp
4.sprite
5.Limca
6.Fanta
7.Mazza
8.Kinley Water
9.Bonaqua
Water
Yes Yes 1.Mazza
2.Mazza
Frooti
1.Pepsi
2.Thums
up
-
1.Shop
signage
2.Shelf
Display
3.Road
side
stand
4.Rate
list
Com
pany
Free
ze
posit
ion is
prim
e
Lalu
Pan
Wala
Raja
ParkJaipur
49% Yes 1.coca-cola
2.coke
3.ThumsUp
4.sprite
5.Limca6.Fanta
7.Mazza
8.Kinley Water
9.Bonaqua
Water
Yes No 1.Mazza
2.Mazza
Frooti
1.Pepsi
2.Thums
up
-
1.Shop
signage
2.Shelf
Display
3.Roadside
stand
4.Rate
list
5.Hange
r
Display
Com
pany
Free
ze
position is
prim
e
Abhay
Pan
Bhand
-ar
42% Yes 1.coca-cola
2
3.coke
4.sprite
Yes Yes 1.Coke
2.Mazza
1.Pepsi
2.Mirin
da
1.Shop
signage
2.Shelf
Display
Ban
ners
are
cove
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Barka
t
Nagar
Jaipur
5.Limca
6.Fanta
7.Mazza
8.Minute maid
9.BonaquaWater
10.Kinley
Water
3.Rate
List
4.Road
side
stand
red
by
other
bran
ds
Sawan
Pan
Bhand
-ar
Barka
t
Nagar
Jaipur
44% Yes 1.coca-cola
2
3.coke
4.sprite
5.Limca
6.Fanta
7.Mazza
8.Minute maid
9.Bonaqua
Water
10.Kinley
Water
Yes Yes 1.Coke
2.Mazza
1.Pepsi
2.Mirin
da
1.Shop
signage
2.Shelf
Display
3.Road
side
stand
4.Rate
List
Com
pany
Free
ze
posit
ion is
prim
e
Pooja
Pan
Bhand
-ar
Barka
t
Nagar
Jaipur
90% Yes 1.coca-cola
2
3.coke
4.sprite
5.Limca
6.Fanta
7.Mazza
8.Minute maid
9.Bonaqua
Water
10.Kinley water
No Yes 1.Coke
2.Mazza
1.Shop
signage
2.Shelf
Display
3.Road
side
stand
4.Rate
List
Com
pany
Free
ze
posit
ion is
prim
e
Amit
juice
centre
Tonk
phata
54% Yes 1.coca-cola
2.Thums Up
3.coke
4.sprite
5.Limca
Yes Yes 1.Coke
2.Mazza
1.Pepsi
2.Mirin
da
1.Shop
signage
2.Shelf
Display
3.Road
Com
pany
Free
ze
posit
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k
Jaipur
6.Fanta
7.Mazza
8.Minute maid
9.Bonaqua
Water10.Kinley
Water
side
stand
4.rate
List
ion is
prim
e
Sonia
juice
centre
Prem
Gali
Jaipur
54% Yes 1.coca-cola
2
3.coke
4.sprite
5.Limca
6.Fanta
7.Mazza
8.Minute maid
9.Bonaqua
Water
10.Kinley
Water
Yes Yes 1.Coke
2.Mazza
1.Pepsi
2.Mirin
da
1.Shop
signage
2.Shelf
Display
3.Road
side
stand
4.Hange
r
Display
6.Rate
List
Com
pany
Free
ze
posit
ion is
prim
e
Seemajuice
centre
Prem
Gali
Jaipur
46% Yes 1.coca-cola2.Thums Up
3.coke
4.sprite
5.Limca
6.Fanta
7.Mazza
8.Minute maid
9.Bonaqua
Water
10.Kinley water
Yes Yes 1.Coke2.Mazza
1.Pepsi2.Mirin
da
1.Shopsignage
2.Shelf
Display
3.Road
side
stand
4.Hange
r
Display
Company
Free
ze
posit
ion is
prim
e
Rajde
ep
Bhojn
alay
Barka
55% Yes 1.coca-cola
2.coke
3.sprite
4.Limca
5.Fanta
Yes Yes 1.Coke
2.Thums
Up
3.Mazza
4.Limca
1.Pepsi
2.Mirin
da
1.Shop
signage
2.Shelf
Display
3.Road
Com
pany
Free
ze
posit
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t
Nagar
Jaipur
6.Mazza
7.Minute maid
8.Bonaqua
Water
9.Kinley Water
side
stand
4.Comb
-o
commu-nication
ion is
prim
e
Govin
d
Dhaba
Barka
t
Nagar
Jaipur
60% Yes 1.coca-cola
2.coke
3.sprite
4.Limca
5.Fanta
6.Mazza
7.Minute maid
8.Bonaqua
Water
9.Kinley Water
Yes Yes 1.Coke
2.Thums
Up
3.Mazza
1.Pepsi
2.Mirin
da
1.Shop
signage
2.Shelf
Display
3.Road
side
stand
4.Hange
r
Display
5.Comb
-o
commu-
nication
6.Rate
List
Com
pany
Free
ze
posit
ion is
prim
e
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Shree
Ram
Baker
y
mansrover
Jaipur
100% Yes 1.coca-cola
2.coke
3.sprite
4.Limca
5.Fanta6.Mazza
7.Minute maid
8.Bonaqua
Water
9.Kinley Water
No No 1.Coke
2.Thums
Up
3.Mazza
1.Shop
signage
2.Shelf
Display
3.Roadside
stand
Com
pany
Free
ze
position is
prim
e
Royal
Food
C-
schem
e
Jaipur
60% Yes 1.coca-cola
2.coke
3.sprite
4.Limca
5.Fanta
6.Mazza
7.Minute maid
8.Bonaqua
Water
9.Kinley Water
Yes No 1.Coke
2.Thums
Up
3.Mazza
1.Pepsi
2.Mirin
da
1.Shop
signage
2.Shelf
Display
3.Road
side
stand
Com
pany
Free
ze
posit
ion is
prim
e
Raj
Food
Janta
store
Jaipur
50% Yes 1.coca-cola
2.coke
3.sprite
4.Limca
5.Fanta
6.Mazza
7.Minute maid
8.Bonaqua
Yes No 1.Coke
2.Thums
Up
3.Mazza
1.Pepsi
2.Mirin
da
1.Shop
signage
2.Shelf
Display
3.Road
side
stand
Com
pany
Free
ze
posit
ion is
prim
e
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Water
9.Kinley Water
Chou
dhary
Hotel
Road
no-1
Jaipur
100% Yes 1.coca-cola
2.coke
3.sprite
4.Limca
5.Fanta
6.Mazza
7.Minute maid
8.Bonaqua
Water
9.Kinley Water
No No 1.Coke
2.Thums
Up
3.Mazza
1.Shop
signage
2.Shelf
Display
3.Road
side
stand
Com
pany
Freez
e
positi
on is
prim
e
Aggar
wal
Broth
ers
Kiran
a store
Barka
t
Nagar
Jaipur
60% Yes 1.coca-cola
2.coke
3.sprite
4.Limca
5.Fanta
6.Mazza
7.Minute maid
8.Bonaqua
Water
9.Kinley Water
Yes No 1.Coke
2.Thums
Up
3.Mazza
1.Pepsi
2.Mirin
da
1.Shop
signage
2.Shelf
Display
3.Road
side
stand
Com
pany
Freeze
positi
on is
prim
e
Pawa
n
Kiran
a store
Barka
t
Nagar
Jaipur
60% Yes 1.coca-cola
2.coke
3.sprite
4.Limca
5.Fanta
6.Mazza
7.Minute maid
8.Bonaqua
Water
Yes No 1.Coke
2.Thums
Up
3.Mazza
1.Pepsi
2.Mirin
da
1.Shop
signage
2.Shelf
Display
3.Road
side
stand
Com
pany
Freez
e
positi
on is
prim
e
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9.Kinley Water
Ravi
Restu
rant
Janta
store
Jaipur
30% Yes 1.coca-cola
2.coke
3.sprite
4.Limca
5.Fanta
6.Mazza
7.Minute maid
8.Bonaqua
Water
9.Kinley Water
Yes Yes 1.Coke
2.Thums
Up
3.Mazza
1.Pepsi
2.Mirin
da
1.Shop
signage
2.Shelf
Display
3.Road
side
stand
Com
pany
Freez
e
positi
on is
prim
e
Shar
ma
Kiran
a store
Mitra
Nagar
Jaipur
52% Yes 1.coca-cola
2.coke
3.sprite
4.Limca
5.Fanta
6.Mazza
7.Minute maid
8.Bonaqua
Water
9.Kinley Water
Yes Yes 1.Coke
2.Thums
Up
3.Mazza
1.Pepsi
2.Mirin
da
1.Shop
signage
2.Shelf
Display
3.Road
side
stand
Com
pany
Freez
epositi
on is
prim
e
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The
Rock
Resta
urant
Ajmeri Gate
Jaipur
64% Yes 1.coca-cola
2.Thums Up
3.coke
4.sprite
5.Limca6.Fanta
7.Mazza
8.Minute maid
9.Bonaqua
Water
10.Kinley
Water
Yes Yes 1.Coke
2.Thums
Up
3.Mazza
1.Pepsi
2.Mirin
da
1.Shop
signage
2.Shelf
Display
3.Roadside
stand
Com
pany
Free
ze
position is
prim
e
GROUP: - B
Jaipur is one of the most rapidly growing cities in India. The city's population
grew from just 0.3 billion in 1951 to more than 20.2 billion in 1991 and in thecensus of 2001 the city's population was found to be 2,324,319. By 2011, it isestimated that Jaipur will be a billion plus city.
In 2001, males constituted 53 percent while the females at 47 percent. It was
found that 15 percent of the population is less than 6 years of age. Jaipur has an
average literacy rate of 78 percent with a male literacy at 81 and female at 74
percent.
In a survey conducted by a leading newspaper in 2006, Jaipur figured in the top
10 cities in terms of per capita income, savings and expenditure, in contrast to its
home state Rajasthans per capita income figures. Five star hotels, multiplexes,
malls, department stores stocking the latest brandsall these have made their
debut in Jaipur, shocking the first time visitor who carries a prejudiced view of
insurgency-torn Jaipur.
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The commercial capital of the north east lies at the heart of India. Being the
centre to the northen most multinationals and banks have chosen to locate their
zonal offices in Jaipur.
Accounting for 50% of the total urban population of Rajasthan, Jaipur rests
against the picturesque backdrop of the Shilling Plateau and hills, worthwhile
scenes are there in jaipur. Jaipur the state capital.
ABOUT EDUCATION: -
Since 2000 Jaipur has emerged a big center for education, as normal law and
order situation is considered very peaceful so most of the north indian parents
prefer to send their wards to jaipur for higher and technical education. In Jaipur
more than 25 Engineering colleges, 27 Business Management institutes, 15
Pharmacy institutes, 4 Hotel management Institutes 3 Medical Colleges, 6 Dental
Colleges are working. It also have 8 University level orgnisations which includes
the famous Rajasthan University.
Though the city houses several institutes of repute, they are woefully
inadequate. Fighting hard to join the mainstream, there is a crying need for better
infrastructure and more educational institutions and more MNCs.
SECTION D
D.1 FINDINGS OF THE STUDY:-
For Jaipur City: (MIS REPORT)
Some of the reports of Jaipur city;
c) It has been known that in Jaipur maximum are middle class people.
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d) There are 70 colleges in Jaipur city.(including private and government).Some of the well known colleges are -Rajasthan college, Maharaja college,Commerce college,Subodh college etc.
e) The per capita income of Jaipur Rs.8000 (approx).
f) There are 50 general and well known institutes in Jaipur.(well approved)
g) Still now in Jaipur there are many hyper markets in Jaipur.
These are-Vishal Mart, National Handloom, Big Bazar and Pantaloon,Orbit.
a) At present there are lots of industries in Jaipur the maximum industries aresituated at Sitapura and V.K.I.area.
b) Reliance Fresh is also in Jaipur.
a) The upcoming most wanted are residential flats is under construction nameis Sahara City and Suncity.
Still now in Jaipur there are thousands of branded stores in Jaipur city.
About the business affected from brands the shop owners point of view atthe initial stage there is some problem but at last return back to the same stage.
Big shopping mall mainly gives affect to the medium type shops.
The maximum big shop owners want to know about minimum guarantee
for opening a franchisee under COCA-COLA.
The peoples of Jaipur mainly satisfy with MAZZA.
International Airport is in Jaipur. National Railway Junction is also in Jaipur.
D.2 RECOMMENDATIONS/SUGGESTION FOR JAIPUR:-
The recommendations that have been suggested are mostly what the respondentswant. During face to face interviews with shop owners and some of thecustomers.
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1.CREATIVE ADVERTISING CAMPAIGNS.
It has been seen that visibility of less and fashionable advertisements are quiteless in comparison to other popular companies like Pepsi and Appy Fizz. We allknow that advertisement creates the base of a brand for it to survive in the
competitive market. Advertisement of different schemes should be done in aunique way so that the message reaches to the target customers and induce thembuy the product.
2.AWARENESS CAMPAIGNS
The awareness level of the customers as well as other about Coca-Cola is law atsome of the small town like Chomu, Samod so; awareness campaigns must beorganized by the COCA-COLA through their official.
IN JAIPUR COKE HAS TO APPLY NEW SKILLS AND TECHNIQUE SOTHAT COKE CAN ATTRACT THE CUSTOMER AND TEACH THEIRCOMPETITORS THAT COKE IS NO ONE OF SOFT DRINKS BUSINESS.
D.3 CONCLUSION
The study of the soft drinks scenario of JAIPUR is an attempt to carry out a
comparative study between the organized outlets and unorganized shops.
From the data analysis and interpretations, it has been found that in
Jaipur among the proprietors of the sector 80% were interested in providing
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their infrastructure as RENT and rest 20% were interested in taking franchisee.
Moreover 44%of the proprietors viewed that business basically gets affect from
brands while other 56% viewed that business does not affect from brands. And
also I found that 75% of the respondents were proficient in computer know how
and other 25% were beginner.
The recommendations that have been incorporated after analysis of the data, in
this project report, is to visualize the soft drinks market scenario in a major city
in the West India.
From the soft drinks market survey it is found that:
1.PEPOLE ARE INTERESTED IN
TABLE-2
Franchisee Rent
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20% 80%
2.ACCORDING TO PEPOLE BUSINESS AFFECTED FROM
BRANDS-
TABLE-3
Yes No
20%
80%
franchiseerent
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44% 56%
3. PEPOLE KNOWLEDGE OF COMPUTER-.
TABLE-4
Proficient Beginner
44%
56%
Affects of brands
yes
no
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75% 25%
BIBLIOGRAPHY
Computer knowledge
proficient
beginner
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1. http://www.coca-cola.com
2. Kotler Philip, Marketing Management, Prentice-Hall of Indian
Pvt. Ltd. New Delhi, Eleventh Edition, 2002.
3. www.mbaprogramms.com
4. http://www.Google.com
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