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A Project Report on

“MARKETING STRATEGY of „HINDUSTAN

COCA-COLA BEVERAGES PRIVATE LIMITED.”

Submitted For the Partial Fulfillment of

Master of Business Administration (MBA)

SUBMITTED BY

Kapil Dev SKYLINE INSTITUTE OF ENGINEERING AND TECHNOLOGY,

GREATER NOIDA

Under The Guidance of Mr. Sameer Madan

Sales Trainer

Under The Supervision of Mr. Saroj K. Das

Project Co-ordinator Skyline Institute of Engineering and

Technology, Greater Noida

Technology Allahabad

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DECLARATION

I, 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 fullest of 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 been possible 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 is my 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 SEM SIET GREATER NOIDA

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INTRODUCTON

Coca-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 world‟s 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 Company‟s beverage products

comprises of bottled and canned soft drinks as well as concentrates, syrups and not-ready-to-

drink 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 sophisticated and

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 world‟s premier soft-

drink 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, thus increasing 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 ensure compliance with

the framework of policies and protect the Company‟s 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 from small 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 FMCG industry 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

nuclear families 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 required the FMCG producing companies to

formulate customer-centric strategies. These changes had a positive impact, leading to the rapid

growth in the FMCG industry. Increased availability of retail space, rapid urbanization, and

qualified manpower 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 excise free zones in various parts of the

country that witnessed firms moving away from outsourcing to manufacturing by investing in the

zones.

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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 be large. 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 global

market 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 sector consists 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 (Biscuits, Breads, Cakes), Snack foods, Chocolates,

Ice-creams, Tea, Coffee, Processed fruits, 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 INDIA

In 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 better products to gain more consumers

and satisfy the existing consumers.

FIGURE 1: BEVERAGE INDUSTRY IN INDIA

The beverage industry is vast and there various ways of segmenting it, so as to cater 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.

Age wise segmentation i.e. beverages for kids, for adults and for senior citizens

BEVERAGES

Alcoholic Non-Alcoholic

Carbonated Non-Carbonated

Cola Non-Cola Non-Cola

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

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 to encourage 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 in

terms of health, taste, relaxation, stimulation, refreshment, well-being or prestige relevant

to the category.

Communication should be relevant and trendy so that 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 of

distribution. It is important to look at the entire beverage market, as a big opportunity, 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 Pemberton a pharmacist from Atlanta Georgia.

John Pemberton concocted the Coca – Cola formula in a three legged brass kettle in his backyard.

The name was suggestion given John Pemberton‟s bookkeeper Frank Robinson.

Being a bookkeeper Frank Robinson also had excellent penmanship it was he who first “Coca – Cola

“Into the flowing letter‟s this has become the famous logo of today.

The soft drinks were first sold to the public at the soda fountain in Jacob‟s Pharmacy in Atlanta on

May 8, 1886. About nine servings of the soft drink were each day. Sales for that first year added up

to 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 America‟s 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 Candler‟s 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 1960‟s both small town & big city dwellers enjoyed carbonated beverages 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 as commercial 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 a three-legged brass kettle in

his backyard. He first "distributed" the new product 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,

producing a drink that was proclaimed "Delicious and Refreshing." Dr. Pemberton's partner and

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, the

Company is the world's leading manufacturer, marketer, and distributor of nonalcoholic 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

and marketing 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 because

keeping their Quality promise in the marketplace is highest business objective and their enduring

obligation. More than a billion times every day, consumers choose coke brand of refreshment

because Coca-Cola is....

The Symbol of Quality Customer 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, Coca-

Cola 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 acting with 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. No matter how big or

complex business becomes, it must always demonstrate complete respect 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 Company'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 with filtered 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.

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The Coca Cola Business in India

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 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 Market

After a 16 – year absence Coca – Cola returned to India in 1993. The company‟s presence in

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

nation‟s top soft drink brands & bottling network.

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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 Coca – Cola is one of the countries top international investors. In

2003, Coca – Cola India pledged to invest further US $ 100 million in its operations.

The Coca–Cola business 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 reflected 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 company‟s

international family of brands, including Coca – Cola, Diet Coke, Minute – Maid Pulpy Orange

.The company Kinley water brand was launched in 2000 and, in 2001 , 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 a global 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 racking up “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 one of our business

primary assets. In India, as in each country where we produce our beverages, the Coca – Cola

system adheres not only to national laws on food processing & labeling, but also to their own

strict standards for exceptional quality. In every thing they do, from the selection of ingredients

to the production of 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 company‟s 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 and 10,000 slum dwellers, as well

as several village near Coca – Cola bottling.

Environment

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 is partnering with NGO‟s as well as St. John‟s Ambulance Brigade (Red

Cross) to provide free medical facilities & information to poor people who can‟t afford to visit

hospital facilities. These efforts are helping tens of thousands of under privileged 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, in addition to support towards the national

cricket championship for the blind, and national athletics meetings for the physically challenged.

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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, when it left rather than reveals its

formula to the Government and reduces its equity stake as required under the Foreign Regulation

Act (FERA) which governed the operations of foreign companies in India. Coca-Cola re-entered

the Indian market on 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 Parle‟s plants and a well set bottling network, an excellent

base for rapid introduction of the Company‟s International brands was formed. The Coca-Cola

Company acquired soft drink brands like Thumps Up, Gold spot, Limca, Maaza, which were

floated by Parle, as these products had achieved a strong consumer base and formed a strong

brand image in Indian market during the re-entry of Coca-Cola in 1993.Thus these products

became a part of range 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

Hindustan Coca-Cola Holdings would divest 49% of its shareholding in favor of resident

shareholders 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

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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 India‟s 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.

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

COBO

FOBO

CONTRACT PACKAGING

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ORGANIZATION STRUCTURE OF COCA-COLA

FIGURE : ORGANIZATION STRUCTURE IN COCA-COLA, INIDA

Chief Executive Officer

Vice President Supply Chain

Chief Finance Officer

Human Resource Director

Vice President BSG

Regional Vice President (North)

Regional Vice President (Central)

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FIGURE : ORGANIZATION STRUCTURE IN COCA-COLA, INDIA

Region Vice President

AGM/AOD Unit 1

AGM/AOD Unit 2

AGM/AOD Unit 3

AGM/AOD Unit4

Region Finance

Region Human Resource

Region Customer Service

Region External Affairs

Region Cold Drink

Region Legal

Region BSG

Region Director/Manager Market Execution

Region Capability Management

Region Channel

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ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT

FIGURE : 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

Sales Trainers

Market Developer

Distributors

And Salesmen

Marketing

Key Accounts

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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 Company to 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-à-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 improve company‟s understanding of, and connection with, consumers.

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THE COCA COLA AS A BRAND

Consumers often prefer products that have a strong, positive image. An important ingredient of

this image will be the associations that are evoked in the mind of the consumer. The 'brand

personality' is what people think and feel, consciously and subconsciously, about a company

identity or product and is described the same 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 product should 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 another party. 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 crucial part 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 the mind 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 often asked 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 the values and beliefs that make up

a person. Many people see 'Coca-Cola' as a part of 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 methods of promoting the benefits of a brand.

Advertising

Personal Selling

Public Relations & 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 likelihood

that the existing customer will return and can be equated with brand loyalty. Brand

loyalty occurs when customers repeat-purchase a particular branded product on a

regular basis. 'Coca-Cola' has a high level of brand loyalty. When you want a drink

do you automatically pick up a bottle of 'Coca-Cola

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BRAND VALUE IN INTERNATIONAL EVENTS

Coca-Cola's powerful brand personality has become a vehicle for promotion in its own right,

sponsoring many events both on a global and local level. The company has long been associated

with global events such as The Olympic Games, The FIFA World Cup, Rugby World Cup and

Special Olympics. Coke has also been linked to world fairs and national exhibitions since 1905.

With the Olympics blossoming in popularity 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 'Coca-

Cola' and the Olympics continues to grow.

'Coca-Cola' was the official 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 games together with

more than 190 National Olympic Committees assisting thousands of athletes in the irtraining.

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BUSINESS OVERVIEW

Coca – Cola, the world‟s 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 world‟s 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

subsidiary of 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 environment impact

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 adverse environmental impact. Non – saleable waste consists of biological ETP Sludge, used

carbon, garbage and canteen waste etc.

26

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 it‟s 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 to the simple syrup in

very strict hygienic conditions to yield final syrup.

27

Container Washing:

Container washing has been identified as one of the major critical control point in the entire

manufacturing process & that‟s 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 series of

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 Coding machine which enable the

consumer to be 100 percent sure of consuming a perfectly safe & fresh product.

Final Inspection:

After date coding, there is once again 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 the

caser machine.

28

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 plant works for three – shift operation round the clock.

The overall educational level of the employees is good. Obviously, they have a good expertise in

water treatment & purification processes. Extensive in – house training programs are conducted

29

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.

30

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 clearly states 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 Environment Management System, Eko system, throughout our

organization will help us to protect & grow our business through continued environmental

leadership. The management system should the part of the annual business planning process of all

groups, divisions & bottlers in our system. I encourage all company associates to use the Eko system

to help us continue to improve our record of environmental excellence.”

31

DISTRIBUTION CHANNEL IN ALLAHABAD

At present, the Cola‟s products are produced in the plant (Rajatalab) and it‟s 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

Retailers Retailers Retailers Retailers

CONSUMERS

32

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

Targeted Area:

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

33

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 at different volumes

Product Line

Coca – Cola

Thums- up

Sprite

Limca

Fanta

Maaza (RGB)

Maaza Tetra

Kinley Soda

Kinley Water

MMPO

Product Volumes Available

200 ml

250 ml

300 ml

330 ml

600 ml

1 lit

1.2 lit

1.25 lit

2 lit

2.25 lit

34

PACKAGING AND PRICING

VOLUME NO. OF BOTTLE COST

200 ml. 24 148

300 ml 24 216

600 ml 24 450

1.25 lit 12 378

2 lit 09 423

CAN 330 ml 24 540

SODA 300 ml 24 124

KINLEY (WATER) 1 lit 12 110

MAAZA 250 ml 24 216

600 ml 24 552

1.2 lit 12 504

35

BEST BEFORE DATE

RGB (200 ml, 300ml) 6 Months

Mobile (600 ml) 2.5 Months

Can (330 ml) 6 Months

Pet (1.25 lit) 3 Months

Pet (2 lit) 3 Months

Maaza (250 ml) 6 Months

(600 ml) 6 Months

(1.2 lit) 6 Months

Prices per bottle on different volumes

Soft Drinks:

VOLUME COST

200 ml 08

300 ml 10

330 ml 25

600 ml 20

1.25 lit 35

2 lit 50

Maaza 250 ml 10

600 ml 25

1.2 lit 45

MMPO 400 ml 25

01 lit 60

36

PROUCT PROFILE

1. THUMS UP

Thums Up is a leading carbonated soft drink & most trusted brand in India. 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 image and high sale to. It

comes in different packs like of 300 ml, 1.25 lit, Can etc.

37

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

today‟s 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 the single 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………..

38

5.FANTA

Internationally, the „orange‟ drink of Coca – Cola Company, is seen as one of the favorite drinks

since 1940‟s. 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 real taste of fruit juices and was

available throughout the year. In 1993, Maaza was acquired by Coca – Cola India. Maaza currently

dominates the fruit drink category.

Over the years, brand Maaza has become synonymous with mango. This has been the result of such

successful campaigns like “Taaza Mango, Maaza Mango” and “Botal Mein Aam, 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 trusts the 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”.

39

7. MMPO.

Hindustan Coca – Cola Beverages Pvt. Ltd. is proud to introduce Minute Maid Pulpy Orange to

North India, one of the world‟s 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 the sub - 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 to be. Water you can trust to be truly safe and pure.

40

9. BONAQUA WATER:

Bonaqua water came in 2008, with the assurance of safety from the Coca – Cola Company. That

is why we introduced Bonaqua with reverse – osmosis along with the latest technology to ensure

the purity of our product. That‟s why company go through rigorous testing procedures at each &

every location where Bonaqua is produced.

Because company believe that right to pure, safe drinking water if fundamental. A universal need

that can‟t be left to change.

Fire to cleanses, purifies, transforms. Water, the most basic need of life, the very sustenance of

life, a celebration of life itself.

41

COMPETITORS

The 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. Cola is 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.

Nestlé: Nestle does not give that tough a competition to Coca-Cola as it mainly deals

with 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 closest substitutes 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 products 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.

42

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 cards or 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

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

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

43

DISPLAY: Right Execution Daily

44

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 items of day to day requirement & stocking a variety of branded products.)

Activated Grocery Outlet - Representation

45

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

46

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

47

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 refrigerators not performing well, light is not working, cooling

problem, carelessness of salesman who does not maintaining the orders, not going to every

outlets daily.

48

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 had to 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.

49

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 is heart of city, everything is

available quite easily for the consumers. This market 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 that consumer 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.

50

What I Have Done

► I maintained a warm relationship with the customers.

►Came to aware about their problem.

►Assured them of regular supply of beverages and other marketing elements.

►Each day I moved in the market and took the order from customer by myself.

► Persuade them to sell as much by providing them offers and discounts.

THE EFFECT

► The market was completely changed.

► Sale increased drastically.

► All marketing elements were being available in every shop.

► Impurities have been removed from all visi-cooler.

51

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 cola‟s 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.

52

RESEARCH METHODOLOGY

Research in common refers to a search of knowledge. One can also define research as a scientific

& systematic search for pertinent information of a specific topic. 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 two Design 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 visited various consumers and retailers of different areas of Civillines, Jhunsi,

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

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

53

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 Nirmal enterprises. The total

consumer of the cola‟s market within this region is around Two Lac.

Sampling Size:

Total Sample : 300

Consumer : 200

Retailer : 100

Area of Survey : Allahabad

Duration : 45 days

54

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 of Two 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 didn‟t went to any house or didn‟t 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 the sample selected.

I have selected the total sample of 300 in which there is 200 samples were of consumer and 100

samples were of retailers.

55

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 not good. Some of them are very aggressive in their

nature and misbehave with me whereas some of them didn‟t respond.

b. Retailers Behavior.

Few of the retailers where I went to collect the information, they didn‟t 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 didn‟t want to fill the form in this weather and were not ready to listen

me even for a while.

d. Transportation Problem.

I have faced transportation problems to reach to 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 collected some secondary data from the City office of Coke, Allahabad. I

56

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 Retailer

Questionnaire forms. In my research process I have used closed ended & open-ended

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 chart is

the easiest & comprehensive medium for presentation of data.

The universe studied is the sum of the consumers and retailers within Nirmal enterprise area.

57

FINDINGS AND ANALYSIS

Krishna Enterprises:

• Position of SGA

Total no. of SGA : 200 (Coke)

Coke SGA:

VC 68

CC 18

EBC 9

• Position of Outlet

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

• Loading Vehicles

Total No. of Vehicles: 14

Vikram 2

Tempo 6

Pick Up 2

Tata 407 1

Trolley 3

58

DATA INTREPRETATION

(BASED ON CUSTOMER’S 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.

59

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.

60

Have you ever taste Coke?

0

50

100

150

200

Taste of Coke

No.of Person 187 13

Yes No

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.

61

From how long are you taking Coke?

The above graph represent that 43.5% of consumers are taking coke from more than three years,

45% are taking it from last three years, 7.5% are taking it from last one year and rest 4% are

taking it from one year.

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Which brand of Coke customer like most?

25

46

87

2616

0

10

20

30

40

50

60

70

80

90

Thumps Coca-cola Sprite Maaza Other

No. of Person

No. 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 in comparision 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 can‟t 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 through television

advertisement, 12% came to know about it through newspaper, 6% through 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 of about 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 not remember 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 the market.

The above graph showing that out of 200 consumers, 158 will try the new brand of Coke 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 the rest 4 said that other season is

good for the sale of cold drinks.

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What attracts customer while buying the Cola’s?

packaging

27%

pricing

36%

taste

23%

display

14%packaging

pricing

taste

display

The above graph indicates that pricing attract more, it has been stated by 36 retailers out of 100,

according to 27 retailers it‟s the packaging which attracts the customer more, 23 said that taste

attracts the customer, and 14 have their view that its display which attracts the customer more.

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More margin is given by?

coke

28%

pepsi

67%

others

5%

The graph indicates that almost 67 retailers have said that Pepsi gives them more margin as

compared to Coke, whereas 28 have clearly said that Coke are giving them more margin then

Pepsi, while the rest of 5 said that other drinks company gives them more margin.

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Frequent buyers?

According to 67 retailers, their frequent buyers are Adults whereas 21 said that children come

frequently to their shop, and the remaining 12 said that mix group of customers comes over their

shop.

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Which pack has more selling?

Referring to the graph, the sale of 250-300 ml bottle is more (according to 61 retailers), 23

retailers have view that 600 ml pack has more sale. 7 retailers said that 1.25 litre has more sale,

and rest 9 said that its 2 litre bottle whose sale is more.

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Good distributor?

The above graph indicates that out of 100, 500 retailers have their opinion that Pepsi has the

good distribution network, whereas 41 retailers have their view that Coke is having a good

distribution network, and remaining 6 said that other companies like Dabur and Parle agro have

good distribution channel.

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FINDINGS ON BASIS OF RETAILER QUESTIONNAIRE

After 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. Marketing elements 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 cola‟s is very high in summer.

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FINDING ON THE BASIS OF CONSUMER QUESTIONNAIRE

Key Finding.

1. Marketing elements attract consumers.

Other Finding.

1. Most of the customer prefer Thums-up.

2. Advertisement makes impact on consumers buying behaviour.

3. Price doesn‟t matter to many.

4. People doesn‟t strict to any particular brand.

5. The preference of consumer is more towards Coke instead of

Pepsi.

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RECOMMENDATIONS

1. Company should must improve its distribution network if they want to

compete with major brands.

2. Company should appoint competent & honest salesman so that they could

provide schemes to the entire retailer‟s 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 respective depot 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 should sort 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 have different 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 gave

good amount of exposure mainly because after being trained, trainees were given an 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 convince the 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 from 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 even helped 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 work on 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.

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As all the points in the above mentioned paragraph, are the must-have skills for anyone in the

field of Marketing and Sales, the training period was a good experience and a good stepping

stone into the real business world.

As a future line of 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 was very 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 ( ) Can‟t 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 ( ) can‟t 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 Cola’s?

( ) 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 wives

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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 start research.

Websites.

http://www.cocacola-india.comcybernoon.com

http://news.bbc.co.uk

http://www.worldofcoca-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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