Rajnish Project Report

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SUMMER PROJECT REPORT

ON

A STUDY OF SALES PROMOTION STRATEGIESOF COCA COLA

SUBMITTED FOR THE PARTIAL FULFILLMENT OF THE DEGREEOF

POST GRADUATE DIPLOMA IN MANAGEMENT(PGDM)

of

CHANDIGARH BUSINESS SCHOOL

By

Surender Kumar Verma09CBSPGDM84

PGDM- III SEMESTER

2009-2011


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ACKNOWLEDGEMENT

I am very much thankful to the management of the Bharti AXA life insurance Company

Ltd. for giving me an opportunity to do this project as a part of my PGDM program. The

completion of this project is a successful and satisfactory out come of so many helping

hands. I think it proper to express my deep obligation to my advisers.

First and foremost, I am especially thankful to Mr. IMRAN KHAN (Agency

Development Manager, Bharti AXA Life insurance company Ltd., gomti nagar

LUCKNOW) for giving me the opportunity to do my two-month project training in their

esteemed organization. I am highly obliged to Mr. PRATEEP SONI (agency Manager,

Bharti AXA life insurance co. ltd., LUCKNOW) for his active co-operation and help for

the completion of my project at lucknow. I also thankful to staff member of the

organization for rendered service and provide various information to my purpose. Their

suggestions are helping me in various stages.

My usual thanks to Ms.Digambary my internal guide, who is constant source of help and inspiration to me and for his guidance without which the work could, has been

possible. Above all my regards and thanks are due to my parent, family members and

friends for the consistent support during doing the project.

With deep gratitude

SURENDER KUMAR VERMA


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STUDENT DECLARATIONI hereby declare that study of process of recruitment and selection of life insurance agent has been

exclusively done by me for the degree of PGDM and not for any other degree, Diploma or fellowship.

This is my own study done under the guidance of guide and Managers of the company.

I hereby declare that the contents of this report are true and best to my knowledge.

SURENDER KUMAR VERMA

DECLARATION

This is to certify that the project report entitled the process of recruitment and selection

of Life insurance agent submitted for the degree ofPGDM for Chandigarh Business

School Landran Mohali is a bonafied research work carried by Surender Kumar Verma

student of Chandigarh Business School Landran Mohali.

This assistance and help received during the course of investigation have been fully

acknowledged.

Project Co-coordinator

Prateep soni


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14. Bibliography / References

15. Questionaire

ACKNOWLEDGEMENT ACKNOWLEDGEMENT

After every success of student, there is successful teacher. When we look b back we can

always feel the pressure of our esteem teacher and supervision Ms. DIGAMBARY

SHARMA by our side. We are indebted to her for the painstaking guidance, innovative

ideas and constructive suggestions which have been a constant source of inspiration for

us throughout this work.


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We express our utmost gratitude to DR. (COL) SPS BEDI , director, Chandigarh Business

School (landran) Mohali, for providing us requisite research facilities.

We shorts of words thank Mr. ATUL and Mr. HARPREET SINGH for their efforts to

bring this work into the present form .Our special thanks to Ms DIGAMBARY

SHARMA.

Words are too inapt to express our feeling about our encouraging parents and friends.

We bow our head of almighty for it is only by his grace that we could see new horizons

in realization of our dreams.

DATE: RAJNISH PANDY


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COCA COLA INTERNATIONALHISTORYHISTORY ::

Coca-Cola Enterprises, establ ished in 1986, is a young company by the

standards of the Coca-Cola system. Yet each of its franchises has a strong

her itage in the t radi tions of Coca-Cola tha t i s the foundat ion for this

Company.

The Coca-Cola Company traces i ts beginning to 1886, when an Atlanta

pharmacist, Dr. John Pemberton , began to produce Coca-Cola syrup for sale

in fountain drinks. However the bottling business began in 1899 when two

Chattanooga businessmen, Benjamin F. Thomas and Joseph B. Whitehead ,

secured the exclusive r ights to bott le and sel l Coca-Cola for most of the

United States from The Coca-Cola Company.

The Coca-Cola bottling system continued to operate as independent, local

bus ines ses unti l t he ear ly 1980s when bott li ng f ranchi se s began to

consolidate. In 1986, The Coca-Cola Company merged some of its company-

owned operations with two large ownership groups that were for sale, the

John T. Lupton franchises and BCI Holding Corporation's bottling holdings,

to form Coca-Cola Enterprises Inc. The Company offered its stock to the

public on November 21, 1986, at a split-adjusted price of $5.50 a share. On

an annual basis, total unit case sales were 880,000 in 1986.

In December 1991, a merger between Coca-Cola Enterprises and the Johnston

Coca-Cola Bot tl ing Group, Inc . ( Johnston) c reated a larger, s tronger Company, again helping accelerate bott ler consolidat ion. As part of the

merger, the senior management team of Johnston assumed responsibility for

managing the Company, and began a dramatic, successful restructuring in


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1992.Unit case sales had climbed to 1.4 billion, and total revenues were $5

billio

MANAGEMENTMANAGEMENT ::The hierarchy of Coca Cola Company is as follows.

MARKET SHAREMARKET SHARE :

Being the biggest company in the soft drink industry, Coca Cola enjoys the largestmarket share. This company controls about 59% of the world market.

GLOBAL MARKET SHAREGLOBAL MARKET SHARE ::The following table can show the worldwide operating segments.

(Table)

Unit case growth Non-alcoholic

drink

All commercialBeverages

10 year compoundannual growth

5-year compoundannual growth

2001 annual growth 2002 2002

ChairmanBoard of governors

Vice Chairman and chief operating officer

Executive Vice Presidents

Senior Vice Presidents

Vice Presidents


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Company Industry Company Industry Company Industry Companyshare

Companyshare

Company per capita

Income6% 5% 5% 5% 4% 4% 18% 9% 70

This shows that the market of the company is geographically vast and it is controlling itwith great success. In 2002, the company grew their carbonated soft-drink business bynearly 250 million unit cases and generated record volumes. Because carbonated softdrinks are the largest growth segment within the nonalcoholic ready-to-drink beveragecategory measured by volume, that is why they are focusing more on this and they arecontinually increasing the pace because they know that accelerating this pace is crucial totheir future success. Thus they are increasing their market day by day. The operationincome earned by Coca Cola Company can be illustrated by the following pie chart.

(Figure)

This strategy has worked a lot and it has helped them to become the Worlds leading SoftDrink Company. The global unit sale of the Coca Cola Company is increasing from thelast ten years. The data of the global unit sale of the Coca Cola Company can berepresented by following chart.


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(Figure)

0

2

4

6

8

10

12

1971 1981 1991 2002

unit sale in billions

So there is positive growth in the market of the Coca Cola Company. There is aworldwide volume increase by 4% with strong international growth of 5%. This is onlydue to the innovative marketing programmers, which has deepened the relationship of thecustomers and Coca Cola. The financial health and success of their bottling partners is acritical component of The Coca-Cola Company's ability to build and deliver leading

brands.

In 2002, the company had worked with their bottlers to turn good intentions into reality by improving the system economics. The results in 2002 reflect this steadily improving

and mutually constructive relationship between the Company and their bottling partners.The main reason behind this relationship is to continue realizing shared opportunities for growth, with closer coordination of operations including customer relationships, logisticsand production.


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MARKET SHARE BY AREAMARKET SHARE BY AREA ::

Coca Cola is the world-renowned soft drink and the company is currently operating

through out the world. The world wide total is about 17.8 billion.The operation review according to the segments is as follows.

Operation Review

(2002 worldwide unit case volume by operating segment)

NORTHAMERICA

LATINAMERICA

EUROPE &MIDDLE EAST

ASIA AFRICA

30% 25% 22% 17% 6%

NORTH AMERICA

LATIN AMERICA

EUROPE & MIDDLE

EAST

ASIA

AFRICA

So the volume is least in the Africa and most in the North America. The data about themarket share of this company area wise is given in the following table.

The above table shows the geographical earning of the Coca Cola Company and from thisdata; we can find out that the customers of Coca Cola are increasing which is shown bythe companys per capita income. Unit case equals 24 eight-ounce servings. The column,which shows the non-alcoholic beverages consist of commercially, sold beverages, asestimated by the Company based on available industry sources. The country column isderived from


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The Company's unit case volume while the industry column includes nonalcoholic ready-to-drink beverages only, as estimated by the Company based on available industry

sources.

(Table)

Country Unit case growth Non-alcoholi

cDrinks

All commeBeverag

10 year compoundannual growth

5-year compoundannual growth

2002 annualgrowth

2002 2002

Company Industry Company Industry Company Industry Companyshare

Companyshare

C p

NorthAmerica

4 5 3 3 2 2 22 15

UnitedStates

4 5 3 3 2 2 23 16

LatinAmerica

6 7 6 6 3 4 24 15

Argentina

7 4 6 2 7 2 20 10

Brazil 5 5 3 6 3 5 23 13 Chile 9 6 5 3 (2) 3 56 23

Mexico 7 10 8 9 2 5 22 18 Europe

& MiddleEast

6 3 5 3 2 4 12 6

Eurasia 17 8 6 5 (14) 1 14 5 France 8 3 9 3 7 3 9 5

Germany 1 2 (1) 1 (6) 1 14 7 Great

Britain8 2 11 2 8 3 17 6

Italy 1 3 4 3 2 2 9 6 Middle

East12 12 7 5 4 8 8 3

Spain 6 4 8 5 4 4 17 12 Asia 7 6 6 7 10 7 14 5

Africa 7 6 8 3 10 6 34 11


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In Asian population, which is the satisfied customer of Coca Cola, is approximately 3.2 billion and the average consumer enjoys close to two servings of our products eachmonth. Through an intense focus on Coca-Cola, innovation and new beverages, thecompany has achieved volume growth of 10 percent in 2002. With developing economies

and

populations, this region has strong long-term potential, and the company is building anexciting family of beverage brands in addition to expanding the popularity of our core

brands, led by Coca-Cola. In China, for example, sales of Coca-Cola increased 6 percent.The total unit case sale of Coca Cola in Asia can be shown by the following pie chart.

(Figure)

So the company is emphasizing more in this area and is trying to develop a strategy,which can increase the growth of the consumption of Coca Cola by the people of Asia.Among the countries of Asia, Japan has the highest percentage, which is about 29%.Among others, Pakistan, India and Bangladesh are those countries where the averageconsumption is increasing day by day.

FINANCIAL REPORTFINANCIAL REPORT :: This company is financially very strong. It is due to the strong finances, the company isstill surviving the ups and down of the business world. The financial report of Coca ColaCompany of the year 2001 and 2000 along with the percentage change is as follows.


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(Table)

Year Ended December 31,(In millions except per share data, ratios and growth rates)

2002 2001 Percentagechange

Net operating revenues 20,092 19,889 1%Operating income 5,352 3,691 45%

Net income 3,969 2,177 82% Net income per share ( basic ) 1.60 1 0.88 2 82% Net income per share ( diluted ) 1.60 1 0.88 2 82%

Net cash provided by operating activities 4,110 3,585 15%Business reinvestment (963) (779) 24%Dividends paid (1,791) (1,685) 6%Share repurchase activity (277) (133) 108%Free cash flow 3,147 2,806 12%Return on capital 26.6% 16.2% -Return on common equity 38.5% 23.1% -Unit case sales (in billions)

International operations 12.5 11.9 5%North America operations 5.3 5.2 2%Worldwide 17.8 17.1 4%

2002 basic and diluted net income per share includes a non-cash gain of $.02 per shareafter taxes, which was recognized on the issuance of stock by Coca-Cola Enterprises Inc.,one of the equity investors of this company.

2002 basic and diluted net income per share includes the following charges: $.24 per share after income taxes related to an organizational Realignment. $.19 per share after income taxes related to the Company's portion of charges

recorded by the investors of the company. $.16 per share after income taxes related to the impairment of certain bottling,

manufacturing and intangible assets.

$.05 per share after income taxes related to the settlement terms of adiscrimination lawsuit.

$.01 per share after income taxes related to incremental marketing expenses inCentral Europe.


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These charges are partially offset by a gain of $.05 per share after income taxes related tothe merger of Coca-Cola Beverages plc and Hellenic Bottling Company S.A. and $.04

per share after income taxes related to benefits from a

tax rate reduction in Germany and from favorable tax planning strategies.

DIVIDEND AND CASH INVESTMENT PLAN :The Dividend and Cash Investment Plan permits shareowners of record to reinvestdividends from Company stock in shares of The Coca-Cola Company. The Plan providesa convenient, economical and systematic method of acquiring additional shares of our common stock. All shareowners of record are eligible to participate. Shareowners alsomay purchase Company stock through voluntary cash investments of up to $125,000 per year.At year-end, 76 percent of the Company's shareowners of record were participants in thePlan. In 2002, shareowners invested $36 million in dividends and $31 million in cash inthe Plan.

COMPANY STATISTICS :

The statistics of this company is impressive. Since it is operating through out the worldthat is why the number of employees and the bottling equipments is highest among theother bottling companies. There is a constant increase in every aspect when we comparethe statistics of 2001 and the statistics of 2002. This is because; Coca Cola Company isincreasing its volume day by day. The expansion of this company, which shows thesuccess of Coca Cola brands, results in the percentage change in the statistics of the twoyears. The statistics is as follows.

(Table)

2002 2001

Equivalent cases 4.2 billion 3.8 billionBottle and cans 87% 87%

Fountain 13% 13%Employees 72,000 67,000Vehicles 54,000 52,000Cold drink equipments 2.4 million 2.3 millionFacilities

Production only 25 25Distribution 385 361Combination 53 50

Total 463 436 Percent of North America population coverage 80% 72%


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Number of States of Operation 46 46

Bottle and can equivalent case package distributionCans 44% 45%

Non-refillable bottles 52% 51%Refillable bottles 4% 4%Capital structure

Net debt to total capital ratio 63% 59%EBITDA interest coverage 3 3

Weighted average cost of debt 6.3% 6.8%Key Statistics

Constant territory bottle and can volume growth 3% %Bottle and can net revenues per case change Flat 2%

Bottle and can cost of sales per physical casechange

1 %

Reported EBITDA (in billions) $1.95 $2.39Reported EBITDA change (18)% 9%Capital expenditures( in billions) $0.97 $1.18%-age of net operating revenues 6% 8%

Coverage of North American Can/bottle volume 83% 74%

EBITDA i s t he Earnings befo re int eres t, t axes , dep recia tion, andamortization, and other non-operating items.

Net Debt is the Long-term debt plus current portion of long-term debtless cash and marketable securities. Equivalent Case or Unit Case is the physical case and fountain

gallons converted to a standard unit of measure defined as 24 eight-ounce servings or 192 ounces per equivalent case sold by Coca-ColaEnterprises.

PRODUCTS:

There are different brands of the Coca Cola Company, which are currently in use throughout the world. This company not only deals in the carbonated drinks but also other drinks.While launching its product, the marketing team considers the culture of the country.

Major brands of coca cola: Coke

Sprite


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Fanta

Diet coke

Coke classic


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The over all volume of this company is as follows .

(Figure)

The commitment of the company is to devote resources to water only in markets where itexpects profitable growth. This strategy has paid dividends. The company hassuccessfully applied its approach to brands in several key markets, including Ciel inMexico, Mori No Mizudayori in Japan, Bonaqua in Russia and Kinley in India. Backed

by a strong network of bottling partners through out the Uni

ted States, Dasani became the nation's fastest-growing water brand. In Eurasia, the entireTurkuaz brand team worked together to launch Turkey's first purified water brand. Thisyear, Coca-Cola Company also successfully energized a major piece of its beveragestrategywater. By the end of 2001, its bottled water volume exceeded 570 million unitcases, making it the second biggest contributor to the growth of the company after carbonated soft drinks. Three of the water brands, Dasani, Ciel and Bonaqua eachachieved sales of over 100 million unit cases for the year.


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In 2001and 2002, the company has also made good progress in coffees and teas.Beverage Partners Worldwide, the renewed and strengthened marketing partnership with

Nestl S.A., began operations in 2001. This partnership combines Nestl's knowledge in

life science, research and development with the expertise of Coca Cola Company in brand building and distribution.

At the same time, the company grew Georgia coffee in Japan by 3 percent throughaward-winning marketing in a category that was flat for the year. Also in Japanwhere

The Coca-Cola Company is the leader in the total tea category, the second-largestcategory in the non-alcoholic ready-to-drink segmentit launched Marocha Green Tea.With sales of 46 million unit cases for the year, Marocha Green Tea is the fastest-growing product in the fastest-growing category: green tea. The popularity of Marocha isalso recognized by the industry with a leading trade journal naming Marocha the most

popular new food and beverage product of the year.

Know the most recognized word

on the planet after OK !

Among the soft drinks Fanta and Sprite become successful along with the major brandCoca Cola and Diet Coke . In key markets, the company has created new packaging sizesto satisfy consumer demands.


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Increasingly, Mexican families have lunch together at home. The average Mexican

household drinks two-and-a-half liters or more of softdrinks during that break, while a two-liter bottle was the largest available package. So the

company introduced a convenient 2- liter bottle to select regions, contributing to thesale of nearly 1.5 billion unit cases of Coca-Cola in Mexico this year. This larger bottlewill complete its nationwide rollout in 2002. In China, Coca-Cola is an integral part of holiday celebrations and the family get-togethers that accompany such events. Throughan intense focus on Coca-Cola, innovation and new beverages, it has achieved volumegrowth of 10

percent in 2001. In China, sales of Coca-Cola increased by 6 percent. In the UnitedStates, recognizing that consumers often enjoy their diet Coke with a slice of lemon, thecompany "bottled" the concept. The resultdiet Coke with lemoncontributed tovolume growth of 4 percent for the number-one diet.

Soft drink in North America: diet Coke. The company increased its two largest bottlesizes during the 2001 holidays, and festival packaging helped drive a 6 percent volumeincrease for Coca-Cola. The packaging innovations do not just involve resizing. Thecompany has also responded to consumers' changing fashion styles with new bottles.

With brands such as Minute Maid, Hi-C, Simply Orange and Disney juices and juice drinks in the United States, Qoo in Asia, Kapo in Latin America and Bibo in Africa.

This year, the company re-launched its global sports-drink business, investing in new products, packaging, positioning and marketing. The results speak for themselves: itsglobal sports drinks, led by Powerade and Aquarius, grew by 13 percent in 2002, nearlydouble the growth rate of the worldwide sports-drink category. Revitalized in the UnitedStates, the company introduced Powerade in nearly every major Western Europeanmarket, including Great Britain, Germany and Spain, as well as in Mexico and LatinAmerica. The company launched 27 products in 2001.

The commitment of the company to packaging innovation also resulted in new initiativesfor our fountain business, a channel through which many consumers enjoy Coca-Cola. Inthe United States, the company developed Fountain, a total beverage dispensing systemthat is more flexible and more reliable. Two years of research resulted in a dispensingsystem that provides exceptional beverage quality, easy to upgrade technology, brand andgraphic customization and improved reliability.


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STRATEGIC PLANNING

In the year 2002, the company had a great success, as the strategy worked which resultedin making Coca Cola Company the worlds leading company. In 2001, companyaccomplished the crust of its strategy as

Worldwide volume increased by 4 percent with strong international growth of 5

percent and clear signs that our North American business is growing solidly and

predictable.

Earnings per share grew by 82 percent, as we delivered on our commitment to

create volume growth while aggressively

Return on common equity grew from 23 percent in 2000 to 38 percent this year .

Return on capital increased from 16 percent in 2000 to 27 percent in 2001.

The company has generated free cash flow of $3.1 billion, up from $2.8 billion in

2000, a clear indication of its underlying financial strength.

The strategy for the future of the company is very straightforward. The marketingstrategy for the year 2002 is as follows,

Accelerate carbonated soft-drink growth, led by Coca-Cola.

Selectively broaden the family of beverage brands to drive profitable growth.

Grow system profitability and capability together with our bottling partners.

Serve customers with creativity and consistency to generate growth across all

channels.

Direct investments to highest potential areas across markets.

Drive efficiency and cost-effectiveness everywhere.


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MAJOR COMPETITOR

PEPSI INTERNATIONAL

HISTORY

PepsiCo is a world leader in convenient foods and beverages, with revenues of about $27 billion and over 143,000 employees. The company consists of the snack businesses of Frito-Lay North America and Frito-Lay International; the beverage businesses of Pepsi-Cola North America, Gatorade/Tropicana North America and PepsiCo BeveragesInternational; and Quaker Foods North America, manufacturer and marketer of ready-to-eat cereals and other food products. PepsiCo brands are available in nearly 200 countriesand territories.

Many of PepsiCo's brand names are over 100-years-old, but the corporation is relativelyyoung. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay.Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company,


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including Gatorade, in 2001.would entertain the listener with the latest musical selectionsrendered by violin or piano or both. The new name, Pepsi Cola, is derived from the twoof the principle ingredients, Pepsin and Kola Nuts. It was first used on the August 28. Atthat time, Bradhams advertising praises his drink as Exhilarating, invigorating, aidsdigestion.

1990-2002

The advertisement of the Pepsi changes to, You got the right one baby, Uh-Huh!.Withthe extensive usage of the stars in the adds, the popularity of Pepsi increase. In 1992Pepsi-Cola formed a partnership with Thomas J. Lipton Co. Today Lipton is the biggestselling ready-to-drink tea brand in the United States. Outside the United States, Pepsi-Cola Company's soft drink operations include the business of Seven-Up International.Pepsi-Cola beverages are available in more than 190 countries and territories.In Asia, they selected Lahore to make their regional office. This was done in 1970. Thisregional office is monitoring all the operations carried out in South West Asia. As inPakistan, they only entered beverage industry. They have eleven bottlers covering wholePakistan. The plant operating here is Riaz Bottlers (Pvt) LTD. This plant was established

at Lahore in 1974. The total capacity of the plant is 30,000 cases per day. They have four filling lines in the plant operating on the three shift bases. Each shift is of eight hours. They have permanent work force of 750 people and theyemployee approximately 1000 people more on temporary basis duringsummer season.

Pepsis Products

Pepsi

Teem

Mirinda

Pepsi Max

Pepsi Lemon

Pepsi Blue

Mountain Dew 7up

COCA COLA PAKISTANThe Coca-Cola Company began operating in Pakistan in 1953. Coca-Cola, Fanta andSprite are the brands in Pakistan. The Coca-Cola System in Pakistan operates througheight bottlers, four of which are majority-owned by Coca-Cola Beverages Pakistan


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Limited (CCBPL). The CCBPL plants are in Karachi, Hyderabad, Sialkot, Gujranwala,Faisalabad, Rahimyar Khan, Multan and Lahore. The remaining two plants,independently owned, are in Rawalpindi and Peshawar. The Coca-Cola System inPakistan serves 70,000 customers/retail outlets. The Coca-Cola System in Pakistanemploys 1,800 people. During the last two years, The Coca-Cola System in Pakistan hasinvested over $130 million (U.S.)

49 years of refreshment in PakistanCoca-Cola introduced in Pakistan 1953

Fanta introduced in Pakistan 1965

Sprite was introduced 1972

Diet Coke & Fanta Lemon 2001

PROMISE OF COKE

The basic proposition of our business is simple, solid and timeless. When we bringrefreshment, value, joy and fun to our stakeholders, then we successfully nurture and

protect our brands, particularly Coca-Cola. That is the key to fulfilling our ultimateobligation to provide consistently attractive returns to the owners of our business.

TARGET MARKET

Cokes commercials basically based on young generations, So, the young generation isthe target market of Coke because they want to represent Coke with the youth and energy but they also consider about the old people they take then as a co-target market.

MAJOR SEGMENTS

Major segments are basically those people who take this drink daily and those areaswhere the demands is higher then the other areas. There are so many people who take this


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drink daily and those people who take weekly and those who take less often are alwaysthere as well. So, their basic segments are those people who take this drink regularly.

FACTORS EFFECTING SALES

There are so many factors, which affects the sale of coke. Here we are discussing three

major factors which effects coke.

Per capita income Competitors Weather

Per Capita Income

First we will discuss about Per capita income. This is major factor that affects the saleof this soft drink. Because which every passing year budgets are becoming very strict andtight in order to purchase things. So the disposable incomes of the people are comingdown. They spend heavily on rents, utilities, and education and basic necessities and after that when they get extra money they think about this soft drink .So the decreasing per capita income effects badly in selling and production of this soft drink.

And to get through with this difficulty there is need to increase the level of per capitaincome of Pakistan because it is much lesser than the rest of the countries.

CompetitorsCokes major competitor is PEPSI and there is no hesitation to say this because everyone knows that and all the other cold drinks and water, coffee, tea are the competitors.

Weather

Weather is the third major factor in effecting the Cokes selling. This is underdevelopedmarket so the cokes consumption in summers is 60% and in winters is 40%.

MAJOR CUSTOMERS NEED

First of all the majority dont care that what they are going to have. In other words, theydont care before drinking that whether it is Pepsi or coke. They dont actuallydifferentiate between these two brands in order to their tastes.


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Consumers basically drink what they get.They believe on WHAT COLD THEY SOLD Consumers availability in brands is basically works like:

Push availabilityPull consumers demand.

For this reason Coca-Cola have provided their coolers and freezers in the market. Theyhave maximum number of coolers and freezers in the market. They provide thisinfrastructure free of cost just to provide child coke to their customer, which they want to

be purchase.Their salesman and mechanics regularly visit all the shops where coke has itsinfrastructure to check that either it is in proper condition or not, if not then theyimmediately change or repair it.

MAJOR COMPETITORS

Consumers firstly decide that they are going to have a soft drink. Then they compete brands with each other. Like they compete Coke with Pepsi and Sprite with 7up and team.So the major competitor of Coke is Pepsi.When they motivate to any other brand or on Coke its in instinct basically that based onmessages derive certain feelings.But Coca Cola thinks in a different way, they believe that RC Cola, new comingAMRAT Cola, and all juices, even they take water and tea as their competitors.

STRATEGIES OF QUALITY:

After Micro and macro analysis Brand coke is primarily role

1. Enhance competition moments

2. When people watch cricket

3. Through commercialization

4. Fun time


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Though these strategies there could be better understanding and better connection withthe public. These are the key consumption.

THREATS FROM COMPETITORS:

Threats are well planned. Price is the major threat. When price goes certain beyond the

exact price whether come down or go higher its effectsthe consumption of soft drink.Because when the price go higher people go for the substitute of coke i.e. Pepsi.And when price goes down they think that there is must be some thing wrong in it.In short it all depends on customers perception.

TARGETS THAT WOULD LIKE TO ATTAIN

Every organization runs on the bases of profit maximization so Coke is also looking for ahigh profit margin.

There are three major ways of making money

Over night profit

Windfall profit

Ethical and un-ethical ways

Over Night Profits

They could be over night profit that is for the number 1 brand for the year. This could begot my increasing sales volume

Windfall Profit

Can be windfall profit. They are the extras profit. When the consumption theconsumption is on boom. So, there is different kind of profits.

Ethical And Unethical Ways

Profit can also get through ethical and unethical ways. They believe on this quote Every thing is fare in love and war.


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Some profits stays for some time like over night profits and some just come and go likewind fall profits. And they can also get profit through different approaches.

EXPANDING TARGET MARKET

In last 2 years Coke has come back in aggressive manner.

Consumer has choice

Attractive brand name

Brand differentiating

Consumer Has Got Choice

Now the consumer has got choice. Because now they know the name of another big brand, though coke is the 2 nd best name but it can get a better position after some time

Attractive Brand Name

Now the consumers know the Name of Coke, because Coke is the name, which is themost popular after the word ok. So people can better differentiate brands with eachother.

Brand Differentiation Now different companies have got different brand names. So, people can distinguish between brands. Two major brands coke and Pepsi also have brand names.

Coca Colas Brand

Coca cola is US brand. Because they believe in the togetherness, being people together and friends are being together. Coca Cola strongly believes that Pakistani temperament isUS not ME

Pepsis Brand


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Pepsis brand is basically is basically ME branded. They use the temperament of ME. In contrast to Coke they believe on individual struggle.

THREATS AND OPPORTUNITIES FOR PRICE

Opportunities:

If Coke is considered a luxury product. Then there is the tax rate system15% - sales tax20% - excise duty27% - goes to government

03% - In making BudgetAfter paying all these taxes coke has to pay electricity charges. We have to spend ondistributions. After paying all these expenses Cokes margin squeezed and consumershave to pay for increasing tariffs.These are the opportunities through which we can increase the price and can get profits.

Threats:

There are much more threats in increasing prices. Because same problem of substitute. If Coke increase the price lets say 1 rupee. Then people definitely wont go for coke. They

have the best substitute of Coke that is Pepsi. So these are the threats in increasing prices.Coke will lose the margin of its profit and can face loss.

STRATEGIES OF GETTING GOALS I.E. HIGH PROFITS

To increase the price is the least thing, which Coke can adopt. There are so many waysthrough which Coke can increase the profits. Some major ways are as follows.

Volume can be increased

Interest level of consumers

To take part in energetic festivals


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How to increase the volume of consumers?

Coke can increase the volume by expanding the industry of coke. Throughadvertisements, offering different interesting things to attract people towards this product.

How to increase the interest level of consumers ?

Coke is increasing the interest level of consumers by offering different flavors.For example Coke is increasing the number of flavors in Fanta, this is one of the

product of coke. Through offering different flavors Coke can increase the Level of

consumers and through this profits can be gained.

How to take part in energetic festivals ?

Coke is already taking part in the festival like Basant since last 3 years. Coke offersdifferent attractive things in their festival and through this Coke gained high profit andconsumption of coke increased on these occasions.

And this year in this year 2002 people were anxiously waiting that what interesting thingcoke is going to offer.

MARKETING STRATEGY

Our local marketing strategy enables Coke to listen to all the voices around the worldasking for beverages that span the entire spectrum of tastes and occasions. What peoplewant in a beverage is a reflection of who they are, where they live, how they work and

play, and how they relax and recharge. Whether you're a student in the United Statesenjoying a refreshing Coca-Cola, a woman in Italy taking a tea break, a child in Peruasking for a juice drink, or a couple in Korea buying bottled water after a run together,we're there for you. We are determined not only to make great drinks, but also tocontribute to communities around the world through our commitments to education,health, wellness, and diversity. Coke strives to be a good neighbor, consistently shapingour business decisions to improve the quality of life in the communities in which we do

business. It's a special thing to have billions of friends around the world, and we never forget it.

MARKET POSITIONING

Product Range


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The total range of Coca Cola company in Pakistan includes:

Coke.

Sprite.

Fanta.

Diet Coke.

And company offers their products in different bottle sizes these includes:

SSRB (standers size returnable bottle)

LRB (litter returnable bottle)

NRB (no return bottle) or disposable bottle

PET 1.5 (1.5 litter plastic bottle)

CANS (tin pack 330 ml)

Packing:

Coca cola products are available in different packing 24 regular bottle shell

6 bottle pack for 1.5 pets

12 bottles in a pack for disposable bottle

24 cans in one pack.

PRICE STRATEGY

Trade Promotion

Coca cola company gives incentives to middle men or retailers in way a that they offer them free samples and free empty bottles, by this these retailers and middle man pushtheir product in the market. And thats why coca cola seen more in the market. And they


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have a good sale in the market because according to the expert which product seen morein the market that sells more.Seen as sold

They do agreements with a shop keepers and stores to exclusive sale in that stores. Thesestores are called as KEY accounts in their local language.And coke also invest heavy budget on these stores and offers them free sample

s and free bottles and some time cash incentives.

Different Price In Different Seasons

Some times Coca Cola Company change their product prices according to the season.Summer is supposed to be a good season for beverage industry in Pakistan.So in winter they reduce their prices to maintain their sales and profit. But normally theyreduce the prices of their pet bottles or 1 litter glass bottle.

PROMOTION STRATEGIES

Getting shelves

They gets or purchase shelves in big departmental stores and display their products in thatshelves in that style which show their product more clear and more attractive for theconsumers.

Eye Catching Position

Salesman of the coca cola company positions their freezers and their products in eye-catching positions. Normally they keep their freezers near the entrance of the stores.

Sale Promotion

Company also do sponsorships with different college and schools cafes and sponsorstheir sports events and other extra curriculum activities for getting market share.

UTC Scheme


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UTC mean under the crown scheme, coca cola often do this type of scheme and theyoffer very handy prizes in it. Like once they offer bicycles, caps, tv sets, cash prizes etc.This scheme is very much popular among children.

DISTRIBUTION CHANNELS

Coca Cola Company makes two types of sellingDirect sellingIndirect selling

Direct Selling

In direct selling they supply their products in shops by using their own transports. Theyhave almost 450 vehicles to supply their bottles. In this type of selling company havemore profit margin.

Indirect Selling

They have their whole sellers and agencies to cover all area. Because it is very difficultfor them to cover all area of Pakistan by their own so they have so many whole sellersand agencies to assure their customers for availability of coca cola products.

FACILITATING THE PRODUCT BY INFRASTRUCTURE

For providing their product in good manner company has provided infrastructure these

includes:

Vizi cooler

Freezers

Display racks

Free empty bottles and shells for bottles


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ADVERTISEMENT

Coca cola company use different mediums

Print media

Pos material

Tv commercial

Billboards and holdings

Print Media

They often use print media for advertisement. They have a separate department for printmedia.

POS Material

Pos material mean point of sale material this includes: posters and stickers display in thestores and in different areas.TV Commercials

As everybody know that TV is a most common entertaining medium so TV commercialsis one of the most attractive way of doing advertisement. So Coca Cola Company doesregular TV commercials on different channels.

Billboards And Holdings

Coca cola is very much conscious about their billboards and holdings. They have somany sites in different locations for their billboards.

EXPECTATIONS FOR THE COMING YEAR


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Every thing starts from the attitude of consumers behavior. And the basic key to attractthe consumers is to throw the money away.

And positive feeling felling with the brand, which they used to have Coke wants toadvertise their products heavily in the coming year. And it will take the 10% of their

profits. And when we take it as a global level it is $ I billion.

Coming year is the challenging year for the industry of Coke. They have to take lots of decisions that how to increase the production and where they have to spend money.For gaining success in coming year they have to have some important things like:

1. Loyal consumers are important for companys success.

2. Workers should be the brand centric not the promotion centric.

3. They should know how much to for the brand activities.

4. They should also know that how much to do with the promotion activities for

brand.

HOW COKE DETERMINE THE YEARLY BUDGET

Coke determines its yearly budget by the

Sales volume

Profitability

Target volume

Sales Volume

Coke determines its yearly budget through the sales volume. They first concentrate on thething is what is the condition of their sales? if the condition is good of their sales thenthey definitely increase their production and sales volume. Otherwise they concentrate ontheir old strategies.

Profitability:


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The second thing through which they determines budget is the profit .if they r getting profits with the high margin, then they definitely want to increase their profits in the nextcoming year. Every organization runs on the basis of getting high profits. Noorganization wants to face Loss in their business. To get profit is the first priority of theCoke.

Target Volume :To run the business every industry has some targets, which they want to achieve in aspecific time period. If industry achieves those goals in that period then for the comingyear it increases the volume of the target.So Coke Follow the same thing it has also some goals and targets to achieve in the giventime period. When they succeed to achieve that target then they increase their targetvolume in the next year.

SALES PROMOTION ACTIVITIES

Coca-Cola Cricket

Cricket the most sought after; watched & played game in Pakistan .the game of crickethas been owned by various brands in the industry for the promotion of their products over a period of time. It has ranged from tobacco to lubricants to communication companies to

banks to airlines & lately to the beverage industry. The competition has become tougher & tougher as the time has progressed.

Coca-Cola signed a sponsorship agreement with eight of Pakistans National

cricket players. Coca-Cola realizing the fact thatcricket is a very strong element by which it can reach it consumers & masses invested inthe opportunity and launched a massive campaign on mass media showing all thesecricket stars endorsing & complimenting Coca-Cola brand. The Coca-Cola Companydeveloped three TV commercials & four testimonial ads with the player & ran them onthe national net work during various cricket matches. These bold steps taken by the Coca-Cola marketing unit acclaimed them many acknowledgements across the board. Thiscampaign helped Coca-Cola to establish its association with the game & the player.

Coca-Cola Concerts

Abrar-ul-haqs distinct style, lyrics & songs have made him an instant hit among themasses in Pakistan. His enormous popularity in the country & abroad is supported byCoca-Colas commitment towards providing healthy & fun-filled entertainment for theyouth of Pakistan. Coca-Cola brought Abrar to his fans through holding concerts &featuring Abrar in a much-appreciated TVC & MMT featured throughout the country.


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The TVC campaign focused on the hectic lifestyle of a pop star who found respite &relief through Coca-Cola in short moments that he had to himself during a concert. Coca-Colas brand positioning of providing deep down refreshment for the body, soul & mindwere captured accurately in the TVC & depicted aptly how the drink completes themoment for Abrar.

Coca-Cola Food Mela

With a splash of food, fun & prizes to be won, the Coca-Cola food mela treated the people of Karachi, to a festive food festival comprising of 50 restaurants, spread out allover the bustling citys map. The promotion saw the avid families & friends enjoying thedelicacies at the restaurants; all resiliently upholding the Coca-Cola identity.

Coca-Cola Basant Festival

In February the month of basant the parks & horticulture authority in Lahore nominatedCoca-Cola the official sponsor of the basant festival .Coca-Cola added to the carnivalatmosphere by making the festival free to enter & decorating all main roads in Lahorewith illuminated kites. Coca-Cola also hosted a concert of pop idol Abrar-ul-haq, hadchildrens parade & held the Coca-Cola kite flying championship during the basantfestival. Now where there is basant there is Coca-Cola, it has been impossible toenvisage basant without Coca-Cola. Coca-Cola give the more refreshing flavor to thecolors of basant by adding more life to the festival, giving the consumer a uniqueexperience which they had never tasted before.

Coca-Cola GO-RED

Quenching the thirst of motorist, pedestrians & passerbys during Lahores hottestsummer season, Coca-Colas GO-RED teams went out into the cities main quadrants toserve & refresh on the spot with ice-cold Coca-Colas at discounted prices backed by aheavy FM announcement campaign the GO-RED stall, served well to promote theCoca-Cola industry.

Coca-Cola Party in a Park In June 2000, Coca-Cola created an experiential musical evening in Lahore, whereJunoon performed. This program was recorded and one-hour program shown in thenational TV for free.10 million households saw Coca-Cola Party in a Park while 10thousand people attended the event.

Coca-Cola Shopping Festival


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Coca-Cola hosted The Coca-Cola Shopping Festival Lahores first shopping festival, aresounding success with tempting discounts, live music, great prizes & fire works.Liberty marketing Gulberg was a hive of activity during the weeklong shoppingextravaganza. The in augural event proved so popular that it is now set to become anannual fixture.

Coca-Cola Pet Promotion

In 1996, Coca-Cola launched 1.5 liter Pet contour bottle for the first time in Pakistan.Targeting house wives & family home, Coca-Colas 1.5 liter Pet bottle, took the limelight

& gained momentum with a campaign promoting the unique packaging and its numerousconsumer benefits .A treat for the family, Coca-Colas PET was offered through a price-off promotion that said. Go out & get some

Coca-Cola Ramzan Campaign

A very special occasion for the people of Pakistan Ramzan saw another very specialCoca-Colas promotion, marketing the popular 1.5 liter PET bottle & the 1 liter bottlewith a super price-off promotion. The emphasis on enjoying Coca-Cola at Iftar withfriends & family.

Coca-Cola Wonder of the World Promotion

In July 2000, Coca-Cola set the stage of the grand UTC promotion. Coca-Cola wentahead with the idea of giving consumer chances to win fabulous, magical dreamvacation to numerous wonder destination throughout the world on every purchase of a250 ml RGB bottle of Coca-Cola, Sprite, & Fanta.The promotion gave consumers achance to win free drink, a trip to PARIS, HOLLYWOOD, NEWYORK, SINGAPORE& CAIRO along with airfare & four nights free stay in these dream lands. The promotionsaw avid consumer collecting Coca-Cola Crown caps & sparked a keen response fromthe public , rendering an outstanding testimonial campaign in the second phase,highlighting the winners over whelmed in the magical delight of their favorite beverageCoca-Cola.

Coca-Cola & NokiaIn August 2001, the new under-the-crown promotion Nikla Kiya ?(What have u won)was launched in collaboration with Chimera Nokia.The promotion gave consumer achance to win thousands of Coca-Cola branded Nokia 3310 cellular phones on every

purchase of 750ml RGB bottle of Coca-Cola ,Sprite, & Fanta.The other highlight of promotion was the Caught Red Handed campaign. Branded Coca-Cola with caughtred handed team in them went to Lahore & Karachi for three days, with target that


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anyone being caught drinking Coca-Cola will be awarded a nokia 3310 mobile phone &if someone is caught talking on a nokia mobile will win free supply of Coca-Cola. Caughtred handed become a huge success among the masses as it was one to one interaction

between the Coca-Cola brand & the consumers. This activity helped billed confidenceand brand loyalty among core consumers.

Coca Cola TV Mazza

The coca cola new campaign is coca cola tv mazza, it is a utc scheme in which people aregetting television sets of different sizes. These days this scheme is very popular amongthe people.

Coca-Cola & Mc Donalds

Coca-Cola & key account of MC Donalds launched the we go together joint promotion to reinstate amongst consumers a real sense of the affinity that, both sharesglobally. The promotion kicked off with pos material (Danglers, Bunting etc) displayed atall MC Donalds restaurants along with a special offer for coke & fries.

Fanta & Sprite Launched

In November 2000moving on to the Sprite & Fanta brands, the consumers in Pakistanwitnessed a soft launch in essence. The Coca-Cola Company declared the new Non-Returnable bottles of Sprite & Fanta as the New, On the Go Packs flaunting theinnovative packaging convenience. Fanta & Sprite are sure to enjoy considerable successin Pakistan.

Diet Coke

After the acquisition of the individual local franchise bottling facilities in 1996, thecompany has successfully launched its first new product, diet coke, for the first time inalmost 3 years. The was linked with three fashion shows as Diet Coke is related tofashion & fitness, but the major hit was thematic fashion shows in restaurants, which arethe key accounts of the company as this has been never done before in Pakistan.

SWOT ANALYSIS

STRENGTH:

1. Coca-cola potential brands position in the market.


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2. Good quality and innovation of product for long term customer

relationship.

3. Good advertising campaign, and brand ambassador.

4. Advertisement campaign more effective and change punch line make.

Emotional touch with customer and retail.

5. High investment in research and development.

6. Coca-cola has a good market share.

7. Segment of coke product to every age group.

8. To satisfy of retail or through schemes SGA, display.

WEAKNESS:

1. Lack of proper distribution in many areas.

2. Lack availability 1 it & 1.5 it product pack.

3. Lack supply of Kinley water in the market.

4. Rising No. of date dealers that will wrong effect in market condition.

5. Retailers are not getting schemes at any time.

6. No distribution enough to retailers.

OPPORTUNITY:

1. Coke is able to large market share.

2. More monopoly counters of coke brand.

3. To improve market mix (product, price, promotion, place)

4. To increase the sale on kinley water.


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THREATS:

1. Pepsi is the major competitors, that means watch myopia in the market every

time.

2. Pepsi has captured major market of 500ml, 1.5 & 2 it.

3. Retailers divert to Pepsi because they are getting good schemes and SGA signage.

Increase local brand in the Cocks.

RESEARCH METHODOLOGY

In data collection two methods are used, one is qualitative and one is quantitative method.

In quantitative technique, analysis tool to find the share of coca-cola in Bareilly.

RESEARCH OBJECTIVES

The first objective of my report is to analyze strength of Coke vs. other competitive

companies.

The second objective of my report is to find out the growth opportunities for company in

the allotted particular area.

SOURCES OF DATA

Method of data collection is primary data as well as the secondary data. I collected

primary data through direct communication with retailers and the help of questionnaire

and secondary data by magazines, journals, newspapers and various websites related to

the coca-cola on internet.


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RESEARCH DESIGN

I have used descriptive research design technique.

OPERATIONAL SETUP

The success of any survey is depends upon resources, quality and timing and integrity of

the surveyor who compiles the primary data. So it is a very important task is to manage

all the available resources which make impact on the quality of survey.

APPROACH

The approach behind a surveyor the project varies with the purpose of the survey. Under

this project, quantitative approach is used which is concerned with the objective

assessment of the availability and display that is clearly visible and can be easilyquantified. No subjective is involved in this report.

AREA OF SURVEY

The area of survey is Jogi Nawada [Kankar Tola, Hajiya Pur, Lodhi Tola, & Sanjay

Nagar. For performing any survey a sample is selected from the population. All the

consumers are chosen from different location of Bareilly city.

PLANNING

For a successful compilation and best result within a limited time the planning was must.

In this way the first step was to design an appropriate data form we can say it

questionnaire that covers all the mandatory areas of information that is to be analyzed.


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The data from which I was used to collect data was designed by my immediate

supervisor.

SCHEDULE

To achieve the desired goal it was necessary to make schedule of tasks which were

handed over to us. So keeping in view the original objective, the content of the schedule

was prepared. Then i and my group members collected data from the desired field. Since

the data form distribution and collection was an official work so it was a time taking

process. In the meantime it was our work to keep in touch with our fields.

SAMPLING DESIGN

Design is the plan, structure & strategy of investigation conceived so as to attain answer to question to survey and to control the variances. According to this projects/ surveys

the analytical, interpretive/objective design was chosen.

DATA COLLECTION METHOD

The two sources for data collection are documentary and secondary and field or primary

is used because I have to collect the information, which is fickle in nature, the availability

and display of the product changes even each and every day, therefore questionnaire is

selected as the survey instrument. The forms used for the survey were close ended

questionnaire consisting of various items.

I have covered Bareilly city & took data of different areas it was great to visit company

like Coca-Cola, season like summer and product like Cold Drink, combining all

the factors together make the sample design for the project very important for the real


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extract from the market. According to my judgment and to cover all the areas the sample

was selected, the sample size was 100 shops.

STATISTICAL TOOLS

Representation of statistical data by diagram, graphs, charts, or pictures is more effective

then tabular representation being easily intelligible to layman. Indeed diagrams are most

essential whenever it is required to convey any statistical information to the generic

public.

The more important types of diagram which is use in statistical work are:-

BAR DIAGRAM

Mode of diagrammatic representation of data is the bar diagram. In this method the bar of equal width are taken for the different items of the series. The lengths of the bar represent

value of the variables concerned.

PAI CHART

It is a circle whose area is divided proportionately among the components by straight

lines drawn from the centre to the circumference of the circle. When statistical data are

given for a number of categories and we are interested in the comparison of various

categories or between a part of the whole, such a diagram is very helpful in effectively

displaying the data and the type of sampling is convenient and judgment sampling.

Sample size : 100


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FINDING AND DATA ANALYSIS

1. THE QUESTION WAS TO KNOW THE ASSETS CAOMPARISON OF COKE

AND PEPSI BRAND ON THE BASIS OF

A. SIGNAGE

B. COOLER

C. RACK

0

10

20

30

40

50

60

70

SIGNAGE COOLER RACK

cokepepsiown

SIGNAGE COOLER RACK COKE 70 60 40PEPSI 30 25 10OWN 15

The above table shows that the Coke Is invented a huge in to given the signage,

cooler, rack in comparison of Pepsi Co to the retailers, dealers etc.


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2. THE SECOND QUESTION WAS TO PRODUCT COMPARISON OF COKE &

PEPSI BRANDS AVAILABLE IN THE GLASS BOTTLES.

A. IN BLACK FLAVOUR (200 ml.)

COKE

37%

THUMS

UP

37%

PEPSI

26%

COKE

THUMS UP

PEPSI

COKE BRAND NO. OF

AVAILABILTYPEPSI BRAND

NO. OF

AVAILABILTYCOKE 250 PEPSI 175

THUMS UP 250

The above table shows that coke brand in a class bottle in a class of 200ml with

black flavour captured the 74% market area in comparison of the brand of Pepsi

of 200ml in black flavour.


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B.IN ORANGE FLAVOUR (200 ml.)

COKE

BRAND

NO. OF

AVAILABILITYPEPSI BRAND NO. OF AVAILABILITY

FANTA 200 MIRINDA 125

The above survey shows that the coke brand in orange flavour of 200ml captured

the 62% market sales in comparison to the sale of pepsi brand in orange flavour of

200ml i-e .38%.

FANTA

62%

MIRINDA

38%

FANTAMIRINDA


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C. IN WHITE FLAVOUR (200 ml.)

0

20

40

60

80

100

120

140

160

SPRITE LIMCA DEW 7UP

Series1

COKE

BRAND

NO. OF

AVAILABILITYPEPSI BRAND NO. OF AVAILBILITY

SPRITE 150 DEW 35LIMKA 150 7UP 50

The above table shows coke brand in white flavour if 200ml is captured the

78%market sale in comparison to the Pepsi brand in white brand in 200ml i-

e.22%.


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A. BLACK FLAVOUR (600 ml.)

0

50

100

150

200

250

COKE THUMS UP PEPSI

Series1

COKE BRAND NO. OF

AVAILABILITYPEPSI BRAND

NO. OF

AVAILABILITYCOKE 200 PEPSI 75

THUMS Up 150

The above table shows that the coke brands available in black flavour of 600ml in

captured 83%market sales in comparison to the pepsi brands in black flavour of

600ml i-e.18%.


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B. IN ORANGE FLAVOUR (600 ml.)

FANTA

MIRINDA

0

20

40

60

80

100

120

FANTA MIRINDA

Series1

COKE

BRAND

NO.OF

AVAAILABILITY

PEPSI

BRAND

NO.OF

AVAILABILITYFANTA 100 MIRINDA 50

The above table shows that the coke brand in orange flavour of 600ml is captured

the 67%market sales in comparison to the Pepsi brand of orange flavour i-e 33%.


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C IN WHITE FLAVOUR (600 ml.)

Sprite

Limca

dew

7UpSprite

Limca

dew

7Up

COKE BRAND NO. OF

AVAILABILITYPEPSI BRAND

NO. OF

AVAILABILITY

SPRITE 75 DEW 30

LIMCA 75 7UP 35

The above table shows that the coke brands of white flavour in 600ml is captured

70% marketing comparison to the Pepsi brands in white flavour i-e.30%


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THE FOURTH WAS DIFFERENTIATING THE BRANDS ON THE AVAILABILITY

OF JUICE.

600 ML. PACK

MAAZA44%

MMPO7%

FROOTI30%

SLICE19%

MAAZA

MMPO

FROOTI

SLICE

COKEBRAND NO. OF

AVAILABILITYPEPSIBRAND

NO. OF

AVAILABILITYMAAZA 60 FROOTI 40MMPO 10 SLICE 25

The above table shows that the coke brands available in juice from 600ml is captured

the51% market sales in comparison to the Pepsi & other brands available in juice from i-

e.49%.


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1 LITER PACK

MAAZA

41%

MMPO

13%

SLICE21%

FROOTI25%

MAAZA

MMPO

SLICE

FROOTI

COKE BRAND NO. OF

AVAILABILITY

PEPSI

BRANDS

NO. OF

AVAILABILITYMAAZA 50 SLICE 25MMPO 15 FROOTI 30

The above table shows that the coke brand in Juice form available in 1 lt. pack is

captured 54% market in comparison to Pepsi & other brand available in the Juice

form that is 46%.


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LIMITATION OF RESEARCH

1. The area of study is limited to the merchandising and route productivity aspect of

the system, while the marketing has other crucial area to which were left uncharted.

2. The study is limited to eastern region of coca cola which is a multinational

company, so the area plays as a constraint in the study.

3. The time period allotted for the study was only of two months, which may

provide a deceptive picture in comparison of the study based on long run.

4. The study was based on both primary and secondary data but the relevance of the

secondary data may not be justified.

5. The success of any survey based upon the quality and integrity of surveyor who

collect the basic data by expressing the subject under the study and the by basic data

by expressing the subject under the study and on the respondents who provide the

data required by filling up the questionnaire the accuracy of the data collected solely

depends upon the cooperation and truthfulness of the person who is being

interviewed.

6. Interaction skill as well as the behavior of the respondents also played as

constraints during the research.


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CONCLUSION

In this survey i observe that coca cola is covered all areas of Bareilly. If we

compare the market share that we found that the coca cola is holding 75% of

market share as compare to 25% Pepsico in Bareilly city.

There is a communication gap in distribution channel so retailers are not

getting advantage of discounting and trade scheme.

Company sales executive should inspect the market time to time while they do

not interest so that some retailers are unsatisfied with the company.

If retailers complaints regarding discounting and trade scheme the he is not

responded properly.

Retailers do not get the companys schemes.

Distributors have not maintained proper stocks so that the retailers do not get

all the products by while sale, discounting and trade scheme are affected.


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SUGGESTION & RECOMMENDATION

Doing a survey on consumer market provided a lot of insight into the dynamic of the

market place and with it valuable insight were also gained into the psyche of

consumer and owners.

1. SUPPLY

The demand of Thumsup and Maaza far exceed the supply especially in case of

200ml and pet bottles. Few shop owners clamed that many a times no supply is

made for 3 days and some times even more.

Sometime the delivery vans of coca-cola starts late from the distribution point

and that of rivals reach early so eateries which generally soft drinks in the glass,

buy the soft drinks from the delivery van which arrives first.

Salesman at the delivery van to be inconsistent on certain meters likes the

concept of broken bottles. When dealing with the shop and the eatery owners

some salesman do exchange bottles while do not.

All flavor and all size of bottles are kindly available in the market.


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2. COMPANY PRESENTATION

Owners confirmed that company representatives dont come when called

repeatedly.

The company must ensures that the representatives do visit an outlet at

least once in 3 days to listen and to complaints, if any.

3. SALES PUSH BY EAT DRINK OUTLET

The company easily influenced many eatery owners, which them with

betters facilities. There was a tendency to push the product of the company

which ever offered them better scheme or benefits.


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BIBLIOGRAPHY

BOOKS:

Research Methodology, Kothari C.R. Research Methodology Methods and

Technology, New Delhi, Wishwa Prakashan edition 2003.

Multi level and Direct Marketing, Brabnding Kotler, phillip, Marketing

Management, Delhi, Pearson Education (Singapore) Pvt. Ltd. 11th

edition. Marketing strategy, Varshney, R.L. and Bhattacharya, B., International

marketing management, New Delhi, Sultan Chand and sons edition 2003.

WEB-SITES :

www.coca-cola.com

www.google.com

www.ask-jeeves.com

www.distributing-company.com

OTHERS:

Company Profile

Retailing, company souvenirs.
http://www.coca-cola.com/http://www.google.com/http://www.ask-jeeves.com/http://www.distributing-company.com/http://www.coca-cola.com/http://www.google.com/http://www.ask-jeeves.com/http://www.distributing-company.com/


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QUESTIONNAIRE

Date

Name of the retailer ....

Full address & Contact No...

Age group:-

(a) Below 15 (b) 15-20 (c) 20-25

(d) 25-30 (e) 30-35 (f) 35-40

1. Which particular brand customers ask more?

(a) Coca-Cola (b) Pepsi (c) Other

2. Which flavor are you sale more?

(a) Thums-up (b) Limmca (c) Maaza (d) Coke (e) Other

3. Which company advertisement and publicity level is high in your opinion?

(a) Coca cola (b) Pepsi (c) Other

4. In your opinion which brand of Juice is most demanded or popular?

(a) Coke (b) Pepsi (c) Others5. Which brand is more available in your retailers shops?

(a) Cola (b) Citric (c) Fruit Flavored


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6. Which brand advertisement appeals you most?

(a) Coke (b) Pepsi (c) Others

7. Most effective punch line in your opinion of?

(a) Coke (b) Pepsi (c) Others

8 .Are you satisfied with Coca-Cola and its services?

(a) Yes (b) No

9. Any Suggestion from your side which can help us

..

.

Thank you very much for your kind cooperatio


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So

Jo chaho ho jaye coca-

cola enjoy

Documents

Rajnish Project Report