COCA-COLA

Chapter – 1

INTRODUCTION

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 COCA-COLA

INTRODUCTION

“Coke would rather be long term wiser, than being short term smarter”
Abraham Ninan
Director External Affairs,
Coca-Cola, India

COCA COLA ENTERPRISES INC.

TYPE : PUBLIC (NYSE:CCE)

FOUNDED : 1926

HEAD QUARTERS : ATLANTA, GEORGIA, U.S.A.

CHIEF EXECUTIVE OFFICER : JOHN BROCK

CHIEF FINANCIAL OFFICER : WILLIAM W.DOUGLAS

INDUSTRY : BEVERAGES

REVENUE : $19.800 BILLION USD

OPERATING INCOME : $1.495 BILLION USD

NET INCOME : $1.143 BILLION USD

EMPLOYEES : 73,000 (APROX)

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HISTORY OF COCA-COLA

This story begins in Atlanta, Georgia on May 8, 1886, when a pharmacist called Dr.
John Smith Pemberton first mixed Coca-Cola in his back yard. This formula, which
was made from carbonated water, cane sugar syrup, caffeine, extracts of kola nuts and
cola leaves, was brought to the nearby Jacobs’ Pharmacy where it made its Debut as a
soft drink the same day, selling for only 5 cent. His bookkeeper named this drink
“Coca-Cola” after the first two ingredients and the same distinctive script he wrote it
in is the same logo they use To this day.

In January 1893 Coca-Cola was registered with the U.S. patent office. Later on in
1915 the Root glass company created the famous contour glass bottle for Coca-Cola in
1915.

In 1917 Coca-Cola was found to be the world’s most recognized trademark with a
record of 3 million Coke’s sold per day. Unfortunately, John Pemberton fell ill, and
did not live to see his product’s success

Sadly, in the first year of Coke’s existence, Pemberton and his partner only made $50.
Pemberton sold two third of his business in 1888 to cover his losses and keep the
business afloat.

He died later that year, and Mr. Candler, an Atlanta druggist, purchased total interest
in Coca-Cola for an unbelievable $2,300 in 1891. In 1891,Candler and his brother
formed the Coca-Cola Company.

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 COCA-COLA

EARLY GROWTH

In 1893 Candler registered Coca-Cola as a patented trademark. He also

responded to growing concern over the dangers of cocaine by reducing the amount of
coca in the drink to a trace. However, he kept some coca extract in Coca-Cola so the
name would accurately describe the drink. Candler only had a patent on the name, and
not the drink syrup that is, the drink’s base, containing all the ingredients minus
carbonated water. He figured that keeping the Coca in his formula would legally allow
the company to distinguish its drink from imitations. Other companies also produced
soda drink made with cola nut extract. In particular, the Pepsi-Cola Company would
become Coca-Cola Company’s major competitor over the next few decades.

Candler also spent more than $11,000 on his first massive advertising
campaign in 1892. The Coca-Cola logo appeared across the country painted as a mural
on walls; displayed on posters and soda such as calendars and drinking glasses. In
addition, Candler was the first person ever to use coupons to gain customers for a
product. He distributed flyers offering free soda fountain glasses of Coca-Cola to
people visiting his drugstore.

In 1894 the Coca-Cola Company opened its first Coke syrup production plant
outside of Atlanta, in Dallas Texa. That same year a candy storeowner in Vicksburg,
Mississippi installed bottling machines and produced the first bottled Coke. It had
previously been sold only at soda fountains. By 1895 the drink was sold in all U.S.
states and territories.
In 1899 lawyers Benjamin Thomas and Joseph Whitehead of Chattanooga,
Tennessee, bought the exclusive right to distribute Coke syrup to bottles throughout
most of the country for only on dollars, at the time, Candler saw little profit in bottling
and was more than willing to give up that part of the business.

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 COCA-COLA

In 1915 the Root Glass Company created a couture glass bottle for Coke, its
design based on the curvature of a coca bean. This bottle design became a Coke
trademark worldwide. The same year, Candler retired
From the company, passing it on to his children and moving into polities. He was
elected mayor of Atlanta in 1916.

In 1919 the Candler family sold Coca-Cola to businessman Ernest Woodruff of

Columbus, Georgia, for $25 million. Woodruff son, Robert, was elected company
president in 1923. Robert Woodruff was a skilled marketer and he put more of the
company’s resources into market research than manufacturing Coke.

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 COCA-COLA

WARTIME DEVELOPMENT

During World War II (1939-1945), Woodruff also boosted Coke’s popular

image in the United States by pledging that his company would provide Coke to every
U.S. soldier. The company did not limit itself, however, to only doing business that
would increase its success in America. In the period leading up to the war, between
1930 and 1936, it had set up a division of the company in Germany, and it continued
that venture during the war. It recreated its image as a German company and allowed
the Germans to produce all but two, secret, Coca-Cola ingredients in their own
factories.

In 1941 the German company’s president, Max Keith, developed Fanta orange
soda using orange flavoring and all the German-made Coke ingredients. The Coca-
Cola Company’s wartime efforts helped it expend its global market, often with the
economic support of the U.S. government.

By the end of the war in 1945, it had established 64 overseas bottling plants.
The same year the company registered a patent on Coca-Cola’s popular nickname,
COKE.

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POSTWAR GROWTH

In 1955 Robert Woodruff retired as the Coca-Cola Company’s president.

Candler and Woodruff are remembered as the two most important figures in the
company’s early growth, both for their contributions to the company and their
considerable fortunes donated to the city of Atlanta. After Woodruff departure, the
company began to diversify by producing new products, acquiring new business, and
entering new international markets.

In 1960 the Coca-Cola Company purchased the Minute Maid Corp. producer
of fruit juices and began offering Coke in cans. Between 1960 and 1963 it also
launched four new soft drink in the United States: Fanta, an orange soda; Sprite, a
lemon-lime soda; Diet Cola; Diet grapefruit-flavored soda. In 1964 the company
acquired the Duncan foods crop. In 1967, it created the Coca-Cola foods division by
merging its Duncan and Minute Maid operations.

In the late 1960s, Coca-Cola faced difficulties in some of its foreign markets.
When the company built a bottling plant in Israel at the outset of the Arab-Israel War,
the governments of all Arab League nations banned the production and sale of Coke.
A year later the company withdrew from its markets in India when that country’s
government requested that Coca-Cola reduces its equity in joint ventures to 40 percent.
The company refused to relinquish so much control over those operations.

In 1977 Coca-Cola began packaging Coke and other drinks in two-liter plastic
bottles. The popularity of these large bottles grew over time, and their sales earned the
company new project, primarily in small specialty and convenience stores.

In 1982 the company introduced Diet Coke, which soon becomes the best-
selling diet soft drink in the world.

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Also in 1982, Coca-Cola purchased the motion-picture company, Columbia

Picture Industries, also know as Tri-star Pictures, for almost $700 million. Two year
later, the company sold off its Columbia holdings and other media acquisitions to
Sony Corporation for over $1.5 billion.

By 1984 Pepsi-Cola had gained on Coke’s previous domination of the U.S.

market to the point that the two had almost equal sales. In an attempt to return market
dominance, the company attempted the first-ever reason of the original Coke recipe.
The American public largely rejected New Coke, and so the company quickly returned
to also producing the old recipe under the name Coca-Cola classic.

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RECENT DEVELOPMENTS

In 1986 The COCA-COLA Company consolidated all of its no franchised U.S.

bottling operating as Coca-Cola Enterprise, Inc. The new company began acquiring
independent bottling companies, a venture that grew into the world’s largest bottle of
soft drinks by 1988, while Coca-Cola Enterprise distributes over half of all Coca-Cola
products in the United

States, small franchises businesses continue to bottle can and distribute the
company’s drink worldwide.

In 1987 The Coca-Cola Company was fisted in the prestigious Dow Jones
Industrial Average’s index of stock market performance. Its stock is traded on the New
York Stock Exchange. Coca –Cola and Pepsi Company Products occupied nine of the
top ten spots in the U.S. soft drink market in themed-1990s.

Worldwide, Coca-Cola ranked first in soft drink sales, and the company earned almost
80 percent of its profits from international

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COCA-COLA IN INDIA

The Coca-Cola Company entered India in the early 1950s. It set up four
bottling plants at Bombay, Calcutta, Kanpur and Delhi.

In 1950 as there were negligible companies in Indian market therefore Coca-

Cola did not face much competition and they were accepted in Indian market more
easily. By the end of 1977 Coca-Cola had captured more than 45% of market share in
India. Then Coca-Cola left India following public disputes over shareholding structure
and import permit.

As per FERA REGULATION the company was required to India close

operation by May 5, 1978 yet strongly enough the company’s operation come to end in
July 1977.

In October 1993, Coca-Cola returned to India after 16 years of absence with

the slogan “Old waves have come to India again” first launched in HATHRAS near
AGRA HOME of the famous TAJ MAHAL.

At this time Parle was the leader in soft drink market and had more than 60%
of the total market share in soft drink Coca-Cola joined hand with Parle and strategic
alliance with Parle export give the company instant ownership of the nation top soft
drinks brands Thums-Up, Limca, Citra, Gold Spot and Maaza access to Parle’s
extensive 62 plant bottling network and a base for the rapid introduction of the
company’s international brand by striking a $40 million deal with Parle Coke almost a
clear sweep and made it goal as “To become an all occasion drink not a special treat
beverage”.

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VISION OF COCA-COLA IN INDIA

Provide exceptional strategic leadership in the Coca-Cola India System

resulting in consumer and customer preference and loyalty through Coca-Cola’s
commitment to them, and in a highly profitable Coca-Cola corporate branded beverage
system.

MISSION OF THE COCA-COLA IN INDIA

Create consumer products, services and communications customer’s service

and bottling system strategy processes and tools in order to create competitive
advantage and deliver superior value to:

 Consumers as a superior beverage experience.

 Consumers as an opportunity to grow profits through the use of finished drinks.
 Bottlers as an opportunity to make reasonable to grow profits and volume.
 TCCC as trademark enhancement and positive economic value added.
 Suppliers as an opportunity to make reasonable profits when creating real value
added in an environment of system wide teamwork, flexible business system
and continuous improvement.
 CCI associates as superior career opportunity.
 Indian society in the form of a contribution to economic and social development.

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DIFFERENT PLAYERS IN THE SOFT DRINKS

MARKET

PEPSI

Caleb Brandhum, a North Caroline Pharmacist, structure Pepsi Cola in the

1890’s as cure of dyspepsia (indigestion). In 1902, Bradhum applied for a trade mark,
issued ninety seven share of stock and began selling Pepsi syrup in earnest. In his first
year of business he spend $1900 on advertising a huge sum that he sold only 8000
gallons of syrup. In 1905 Bradhum built Pepsi’s bottling plant. By 1907 he was selling
10,000 gallons a year, two years later, he hired a New York advertising agency. After
passing through many troubles for some period now Pepsi is a market leader in
international arence and is available in 187 Nations throughout the world

in 18 flavors having its Head Office in New York, United State. Pepsi has 13 bottlers
with 26 plants in India. Through this compared with 60 plants of Coke is quite less, yet
the market share of Pepsi has increased quite significantly

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PEPSI IN INDIA

This $3040 billon, New York (U.S.) based Pepsi Company, had to start from
scratch after entering the country in 1989. Deep blue Pepsi, is a broad based food and
beverage company, deriving more than 60% of it’s sales and operating profits from it’s
snack foods and restaurant business.

Pepsi started its commercial production in 1990 with plants, one at Channo
(Sangrur) and other at Jahura (Distt. Hoshiarpur). Pepsi drink, which was introduced
six year back, has now become the household name thought the country.

The Marketing efforts of Pepsi in the first three year were so successful, that
Pepsi had taken major market share of Parle and Parle has to face hard times. Pepsi-
Cola has been positioned as a drink for the young. It’s popular slogan “YEHI HAI
RIGHT CHOICE BABY” go to show that appeal is significantly for the younger
generation in a popular, much aired commercial, Bollywood star Sachin Tendulkar.
Began to cdroon in the tune only after he’d guzzled, the right cola, made the smart
choice (A-Ha!).

Behind the hype in an effort invisible to consumer Pepsi pumped in Rs. 300
crore to add muscle to its infrastructure in bottling and distribution. At present Pepsi is
at war with Coke at National level.

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CADBURY SCHWEPPES

Cadbury Schweppes are joined force of Cadbury found in 1824 of U.K. and
Schweppes of Ireland founded in 1783. Cadbury Schweppes is unified bussing which
manages the relations his with over 240 franchised bottling operation on Zambia and
Zimbabwe. Cadbury Schweppes has fottlery and partnership operations in 14 countries
around the world.

CADBURY SCHWEPPES IN INDIA

May 1995 one more soft drink Cadbury Schweppes entered the Indian soft
drink market and now the competition in this industry is more due to rise in the
number of competition and also due to large product range that they all are offering to
the market. Cadbury Schweppes, just about two year old in India udebtufues with the
guerilla. Number three in the aerated soft drink market after Pepsi and Coca-Cola
Company; it is resorting to some very smart footwork to gain its share of silence.

The company wants to be number one in the non-cola aerated soft drink
market, to which end it has unabashed a series of tactics. “WE DON’T DIRECTLY
HIT COMPETITION BUT CHOP AT AWAY AT THE ENGED”. Says Ashok Jain
C.E.O Cadbury Schweppes India. The idea is to convert the narrow scrip to a niche
and build it to a position of reverence with a consumer.

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John S. Perberton, who in 1886 first construed coke syrup in his laboratory,
knows little that he had made a formula that would sell one day to a thirsty market of
13.1 billion dollar coke drinkers.

Perberton was morphine addict who was trying to create marketable patent
medicine. When his experiments led to the new scared Coke formula. He had only
modest success selling Coke in Atlanta and he sold his formula and right for a
pittance. He died in 1888. Atlanta druggist as a Candler who soon gained control of
Coca-Cola is in many way the true father of coke. He transformed the small time
operations in to a nation wide soda fountain sensation.

Early on, Coke had a distinct cocaine kick, even through corporate, Coke has
long dispute. This piece of America folk care, saying the coke leaf, was they with the
syrup and training needed to produce distributes and sell the product and above all the
most valuable assent, the trademark.

Also coca-cola’s main revenue stream is from the sale of concentrate of its
bottles. In India, the sole rights the manufacturer concentrate rests with its 100%
subsidiary coca-cola beverages near Pune.

A unit of concentrate makes 400 cases (of 24 bottles each) and according to an
estimate generates income of Rs. 20 per case for the parent company.

Bottlers maintain their production line to coke standard of 600 bottles per
minute.

Today the two multinational operates in two ways.

COBO-Company owned bottling operation, and

FOBO-Franchisee owned bottling operation.

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WHERE THE MONEY GOES

Low per capital consumption of soft drink in India may be linked to the
inflated prices of such drinks. But surprisingly it leaves a very low margin for bottler’s
decocanised. Candler had later testified on court that coke contained a very small
proportion of drug without the coke would never have been as popular as it was its
early days. The cocaine was eliminated in 1903, as panicked reaction to the raising
criticism, inflamed by Newspaper allegations that black coke drinkers were attacking
whites.

In 1917, Candler gave almost all of his coke, stock to his children, who sold
out two years later to a syndicate headed by, Atlanta Banker Ernest Woodruff, for $25
million. Woodruff eventually took over and ruled the company to its present glory.
Woodruff died in 1985.

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PRODUCT PROFILE OF COCA-COLA

There are nine brands of coca-cola in India and they are differ in taste,
flavor and also in their colours.

1. COCA COLA: - Coke is considered to be a cola drink. It is generally preferred

by all sections of consumer. This is a case cow brand for the company in terms of sales
revenue.

2. THUMS-UP: - Thumps-up is also considered to be a cola drink. It is hard in

comparison to coke. It is preferred by all section of consumers but especially to teen-
agers. It is a big source of company to cash its publicity.

3. LIMCA: - Limca is considered to be lemony in taste, and comes under the

category of cloudy lemon because of its color, which is Similar to that of clouds. It has
to yield good sales revenue. It is generally preferred by Children & Women.

4. FANTA: - FANTA ORNAGE, It is orange flavor & preferred by Children &

Women.

5. MAAZA: - MAAZA MANGO, in maaza cold drink no gas only based on juice.
It is a non-aerated soft drink. It is preferred mostly Children & Women.

6. KINLEY SODA: - This is a soda drink. It has no colour and no flavor. It is

generally used with alcohol and used by adults.

8. SPRITE: - Sprite is a good product at cola and contains at lemon flavor. And
preferred by all age of people.

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9. KINLEY WATER: - Kinley water is a fresh and mineral water and market
competitor of Bisleri and Aquafina.

10. MINUTE MAID: - In Minute maid pupply orange cold drink no gas only
based on orange juice. It is a non-aerated soft drink and market competitor of
Tropicana Twister.

CONSUMER CHOICE AT A GLANCE

Coca-Cola Mainly preferred by the Youngster &

Kids.

Thums-Up Youngster.

Limca Common Drink.

Fanta Basically Preferred by Ladies and Kids.

Maaza Also Ladies and Kids.

Sprite Not clearly defines.

Kinley Soda Mostly those who consume liquor.

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SWOT ANALYSIS

STRENGTHS

1. Improved quality control.

2. Latest technology.
3. Heavy investment in both infrastructure and sales promotion campaigns.
4. Modified and attractive packaging.
5. Strong advertising network.

WEAKNESS

1. Gaps in distribution system during peak season

2. Same old distributers, co loosing grip from many such market.

3. Fear of retrenchment among the workers.

4. Customer satisfaction level goes down during peak season.

OPPORTUNITIES

1. Highly potential and huge market.

2. Highly potential untapped rural market.
3. Distribution gaps and can be rectified by appointing new dist. and more effective
coverage of outlets.

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THREATS

1. Stiff competition.

2. Illegal distribution done by some unauthorized fat dealers.

3. Changing of consumer preference.

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Chapter- 2

Research Methodology

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OBJECTIVE OF HORIZONTAL EXPANSION

This project is conducted in different localities of Kanpur having following

objectives in the view:

 Giving Importance on Opening New Outlets. The benefit behind

the Opening New Outlets are:

 Provides Incremental Volume & Revenue for Business

 Helps Improve Route Productivity
 Improves Profitability of companies Distributors
 Reduced Dependence on Large Customers

IMPACT OF NEW OUTLET IN BUSINESS

Measure 2008 2009

Number of Existing Outlets 10000 10000

Total Volume (in Lac Phy Cases) 50 55

VPO in Phy Cases 500 550

Number of New Outlets 2000

New Outlet VPO 125

Incremental Volume (in Lac Phy

2.5
Cases)
Grand Total Volume in Lac
22 50 57.5
Cases)
 COCA-COLA

Measure 2008 2009

Number of Existing Outlets 1000 1000

Total Volume (in Lac Phy Cases) 3 3.5

VPO (in Phy Cases) 300 350

Numer of New Outlets 200

New Outlet VPO 150

Incremental Volume from New
0.3
Outlets(in lac Phy Cases)
Grand Total Volume 3 3.8

Margin Per Case 12 12

Gross Total Margin (in Rs 000's) 3600 4560

Operating Expense (in Rs 000's) 7 6.5

Net Total Return (in Rs 000's) 1500 1925

Investment (in Rs Lac) 80 85

ROI 19% 23%

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Difference between the vertical growth by R.E.D Execution and

Horizontal growth by New Outlet Opening

 Learn How to identify a potential New Outlet.

 Target for opening a new outlet is as follows
• Open all outlets not selling coca cola product on the
route?
• Target all chemists?
• Target all Street kiosks?
• Target all Pepsi exclusive outlets?

According to rules Company use a seven point criterion to prioritize for

opening new outlet those are:

1. Outlet already owns electric chilling equipment or Ice Box or is willing to

invest in the same for stocking our products.
2. Outlet is already selling Pepsi products.
3. Outlet is on the main road or has 2 adjacent roads.
4. There are no other outlets selling Soft Drinks within 150 steps in any direction
from that outlet.
5. Outlet is listed as part of the list of non-dealers submitted by Nielsen.
6. It is an E & D outlet with 5 tables.
7. It is an outlet stocking branded products like, Chips, Bournvita / Horlicks,
chocolates etc

 The Process to Open an Outlet.

 How to Deal with Objections / Query from a New Outlet?

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At the time of dealing with a new outlet dealer there are mainly four types
of queries are come out from them. These queries or doubts which come
from the side of outlet owners are:

o Having doubt with profitability.

o Having doubt with coke selling competitor.
o Having requirement of chilling equipment like cooler, fridger etc.
o Having doubt with service providing by the company due to stocks.

The above doubts of the outlet owners are satisfied by giving such
explanation:

For profitable:
 Our products have Good Margin in the range of 7% - 15% , higher than most
of the products you sell.
 Our products are well known and have a faster rotation which will result in
higher earnings for you.
 We have a wide range of products to offer which will help you cater to larger
number of customers.
 We ensure business round the year by activating your outlet and product
promotions

For competitor:
 Would you not like to make more Profits?
 Our product is usually purchased on impulse and can be bought along with
other products you sell.
 There are products sold in nearby outlet that is available in your outlet as
well. So why not soft drinks.

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For chilling equipment:

 If you need a Cooler, we will provide it. We would recommend you to
deposit 5 cases of glass to maintain our range of products.
 In case you feel there is no space, let me suggest you how and where you can
place a cooler.
 We have a range of products that can be sold warm – so let me show you
some ways for stocking and selling our products.

For service doubt:

 We have a trained salesman who services outlets in your area. He will visit
your outlet twice in a week.
 Our products have shelf life so we would take extra care so as not to supply
you more stocks.
 Our superior distribution system and processes will ensure you get the
required stocks in time

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By the above processor the horizontal project done according to

the following action flowchart:

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RESEARCH METHODOLOGY

This research involved a study, which was descriptive as well as explorative in nature it
basically aims at gathering data about how the coca-cola scheme playing in the mind of
shopkeepers & consumer.

METHODS OF DATA COLLECTION

THERE ARE TWO TYPES OF DATA

1. Primary data
2. Secondary data

1. Primary data collection: Primary data can be collected by three methods.

a) Observation
b) Experiment
c) Surveys

But here, only surveys method of data collection is preferred which is very
suitable to reach the researcher motto.

A. Research instrument: Printed Questionnaire was used as the research instrument to

collect the required information.
B. Area of surveys: The survey was conducted in different location of Kanpur city.

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Sampling plan: sampling plan consists of

I. Sampling unit: The retailer of Grocery shop, general store, betel shop, and
medicine store was selected from different places of Kanpur.
II. Sampling size: 150 Outlets.
III. Sampling procedure: Simple random sampling procedure was followed
IV. Sampling method: Data were collected by retailer survey. The retailers are directly
contacted and interviewed at their retail counter.

2) Secondary data collection: As secondary data were not available with

shopkeepers as well as stockiest, so these were collected from company
records.

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ANALYSIS OF DATA

DATA ARE COLLECTED FROM DIFFERENT LOCATION OF

KANPUR LIKE:
1. CHAVALA MARKET
2. GOVIND NAGAR
3. C.T.I CAURAHA
4. NAUBASTA
5. KIDWAI NAGAR
6. BARRA
7. RATAN LAAL NAGAR
8. KAKADEV
9. RAWATPUR
10. GUJANI

SURVEY ANALYSIS

THE SURVEY WAS CONDUCTED IN DIFFERENT LOCATION OF KANPUR.A TOTAL

SURVEY OF 150 OUTLETS WAS CONDUCTED.

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Data Analysis

1. Do you drink soft drinks?

Options Respondents %
Yes 77 96.25
No 03 3.75

No
4%
Do you drinks soft drinks?

Yes
96%

INTERPRETATION:
The above chart shows that 96 % of respondents are drinks soft drinks and 4 % of
respondents are not drinks soft drinks .

2. Which Flavour you prefer in soft drinks?

Options Respondents %
Coca cola 18 23.37
Sprite 51 66.23
Other 08 10.38

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Other Which flavour you prefer in soft drinks

11%
Coca cola
23%

Sprite
66%

INTERPRETATION:
The above chart shows that 66 % of respondents are prefer to drinks sprite and 23 % of
respondents are prefer to drinks coca cola and 11 % are prefer to drinks other soft drinks .

3.How often the product coca cola comes to your mind whenever you prefer soft drinks?

Options Respondent %
s
Never 9 11.68
Very rare 12 15.58
Very often 15 19.48
Every time 29 37.66
At time 12 15.58

How often the product coca cola comes to

your mind whenever you prefer soft drinks
At time Never
16% 12%
Very rare
15%
Every time Very often
38% 19%

INTERPRETATION:
The above chart shows that 38 % of respondents are prefer to drinks coca cola Every time and
19 % of respondents are prefer to drinks coca cola very often and 16 % of respondents replied
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that they are prefer to drinks coca cola at time and 15 % respondents replied that they drinks
coca cola very rare and 12 % respondents replied that they never thing to drinks coca cola .

4. How often the product Sprite comes to your mind whenever you prefer soft drinks ?

Options Respondent %
s
Never 03 3.89
Very rare 08 10.38
Very often 05 6.49
Every time 49 63.63
At time 12 15.58

How often the product Sprite comes to your

mind whenever you prefer soft drinks
Never
Very rare
4%
10%
At time Very often
16% 6%

Every time
64%

INTERPRETATION:
The above chart shows that 64 % of respondents are prefer to drinks sprite Every time and 6
% of respondents are prefer to drinks sprite very often and 16 % of respondents replied that
they are prefer to drinks sprite at time and 10 % respondents replied that they drinks sprite
very rare and 4 % respondents replied that they never thing to drinks sprite .

5.which quantity do you prefer most ?

Options Respondents %
100 ml 7 9.09
200 ml 67 87.0
400 ml 3 3.89
750 ml 0 0

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Which quantity do you prefer most

400 ml
750 ml
4% 0%
100 ml
9%

200 ml
87%

INTERPRETATION:
The above chart shows that 87 % of the respondents are prefer to drinks 200 ml quantity most
and 9 % respondents are prefer to drinks 100 ml quantity and 4 % of the respondents are
prefer to drinks 100 ml quantity and no one have respondents to prefer to drinks 750 ml
quantity most .

6.Do you know the coca cola company introduce splash bar that provide coke and sprite
rs 5 100 ml ?

Options Respondents %
Yes 34 48.05
No 43 55.84

Do you know the coca cola company

introduce splash bar that provide coke
and sprite rs 5 100 ml ?
Yes
No 46%
54%

INTERPRETATION:
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The above chart shows that 46 % of respondents are know that coke company introduce
splash bar in Bokaro and Dhanbad area and 54 % of respondents are not know that the coke
company have introduce splash bar .

7.How was the taste of the product ?

Options Respondents %
Excellent 17 50
Best 7 20.58
Average 8 23.52
Equal to glass 2 5.8
bottle

Equal to glass
bottle How was the taste of the product
6%

Average
23% Excellent
50%

Best
21%

INTERPRETATION
The above chart shows that 50 % of respondents are thing that the taste of splash bar product
are Excellent and 23 % of respondents are thing that the taste of splash bar product are
average and 21 % of respondents are thing that the taste of splash bar product are best and 6 %
of respondents are thing that the taste of splash bar product are equal to glass bottle .

8.How do you view splash bar soft drinks of rs 5 ?

Options Respondent %
s
Price 6 17.64
Taste 12 35.29
For refreshment 14 41.17
Time pass 0 0
To avoid local brand 2 5.8

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How do you view splash bar soft drinks of rs

5
To avoid
local brand
Time pass 6%
0%
Price
18%
For refreshment
41%
Taste
35%

INTERPRETATION
The above chart shows that 41 % of respondents view of splash bar is to drinks for
refreshment and 35 % of respondents view for splash bar is to drinks for taste and 18 %
respondents are views as a price and 6 % are view as to drinks to avoid local brand .

9. Do you feel one cup is sufficient to refresh you or satisfy your need ?

Options Respondents %
Yes 15 44.11
No 19 55.88

Do you feel one cup is sufficient to refresh

you or satisfy your need

Yes
No 44%
56%

INTERPRETATION
The above chart shows that 44 % of respondents are feel one cup of 100 ml is sufficient to
refresh and satisfy their need and 56 % of respondents are feel one cup of 100 ml is not
sufficient to refresh and satisfy their need .
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10.Do you thing that one more product should be added in splash bar ?

Options Respondents %
Yes 21 61.76
No 13 38.23

Do you thing that one more product should

be added in splash bar

No
38%

Yes
62%

INTERPRETATION
The above chart shows that 62 % of respondents are thing one more product of coca cola are
added in splash bar in future and 38 % of respondents are thing the present splash bar is
sufficient .

11. Which product do you thing that should be added in splash bar ?

Options Respondents %
Thums up 4 19.04
Fanta 6 28.57
Limca 11 52.38

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Which product do you thing that should be

added in splash bar
Thums up
19%

Limca
52% Fanta
29%

INTERPRETATION
The above chart shows that 52 % of respondents are thing limca should be added in splash bar
in future and 29 % of respondents are thing fanta should be added in splash bar in future and
19 % respondents are thing thums up should be added in splash bar in future in splash bar .

12.What is your opinion of splash bar product ?

Excellent 22 64.70
Best 7 20.58
Average 5 14.70
Poor 0 0

What is your opinion of splash bar product

Poor
0%

Average
15%
Best
20%
Excellent
65%

INTERPRETATION
The above chart shows that 65 % of respondents view of splash bar is excellent and 20 %
respondents of view of splash bar is best and 15 % of respondents view of splash bar is
average .

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13. Would you prefer to drinks when coca cola and sprite is available in rs 5 ?

Options Respondents %
Daily 5 6.49
Weekly basis 65 84.41
Month basis 7 9.09

Would you prefer to drinks when coca cola

and sprite is available in rs 5
Month basis Daily
9% 7%

Weekly basis
84%

INTERPRETATION
The above chart shows that 84 % of respondents prefer to drinks coca cola and sprite weekly
basis when price is rs 5 and 7 % of respondents prefer to drinks coca cola and sprite daily
when price is rs 5 and 9 % are respondents prefer to drinks coca cola and sprite month basis
when price is rs 5

14 . Do the following reasons influence your consumption of soft drinks ?

It acts as a refreshment 23 29.87

It provides enjoyment 14 18.18
It test very good 8 10.38
It satisfied your basic 17 22.07
thirst
It give me vitality and 3 3.9
energy
It reflects my attitude 2 2.6
Price 3 4

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It reflects my
attitude Price Sales
It give me 3% 4% It acts as a
vitality and
refreshment
energy
33%
4%
It satisfied your
basic thirst
24% It provides
enjoyment
20%

It test very good

12%

INTERPRETATION
The above chart shows that 24 % of respondents purchases soft drinks to satisfied their basic
thirst and 33 % of respondents to drinks soft drinks acts as a refreshment and 20 %
respondents to drinks soft drinks for enjoyment and 12 % of respondents to consumption soft
drinks for test and 4 % of respondents to consumption soft drinks for price and vitality &
energy and 3 % consumption soft drinks for attitude

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OBSERVATION

1. I visited about 150 outlets out of which 20% gold, 40% considered diamond & 40%
considered silver outlets.

2. Out of 150 shops covered in different areas, I focused on covering different shops
according to location, so that I can know where coca-cola products have the best penetration.
Among the shop covered, 17% were on the chauraha, 35% were on the main road, 28% in the
market and 20% were near a residential area.

3. I assigned the various shops covered into different categories. The various categories
covered were Grocery, Confectionary, Bakery, Juice Shops, Ice Cream parlors, Restaurant,
Food Joint, P.C.O, Dairy, and Pan Shops.

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 COCA-COLA

CHAPTER – 3

FINDINDS, CONCLUSION &

SUGGESATION

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 COCA-COLA

CONCLUSION

EVERY THING IN THIS WORLD IS MADE TO UTILIZE PROPERLY BUT

IT SHOULD BE REACH AT THE PROPER PERSON OR TO THE PROPER
UTILIZED AREAS. OTHERWISE THE VALUE ADDED TO THOSE THINGS
BECAME IN VEIN.

AS THERE IS A PROVERB THAT,

“FAR FROM EYE, FAR FROM HEART”

THUS MARKETING ROLE PLAYS A VERY IMPORTANT ROLE IN

ACHIEVING THE OBJECTIVES OF A COMPANY. UNDOUBTLY, VALUE
UTILITY IS CREATED BY THE MANUFACTURE OF PRODUCT OR SERVICE
BUT TIME AND PLACE UTILITIES ARE CREATED BY MARKETING ROLE.
ACCORDING TO DRUCKER, “BOTH THE MARKET AND THE DISTRIBUTION
CHANNELS ARE OFTEN MORE CRUCIAL THAN THE PRODUCT”. THEY ARE
PRIMARY: THE PRODUCT IS SECONDRY. IN AN ECONOMY LIKE THAT OF
INDIA, WHERE MARGINAL SHORTAGES CAN LEAD TO
DISPROPORTATION DISTORTION IN PRICES, A DEPENDABLE AND
EFFICIENT DISTRIBUTION SYSTEM IS VERY MUCH ESSENTIAL. THE
DISTRIBUTION SYSTEM CREATES A VALUE ADDED TO ALL MOST ALL
PRODUCTS.

ALL FROM THE ABOVE STUDY NOT WITHSTANDING ITS RESTRUCTING

EFFORTS PEPSI IS STILL FAR AWAY WITH ITS GREAT COMPETITOR LIKE
COKE.

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FINDINGS

 The most popular brand in the market is thums up.

 Coca-cola is market leader and pepsi is the market challenger in the whole market where i

have surveyed.

 From the coca-cola products thums up and the pepsi products dew is the highest selling in

the market.

 Coca-cola is the market leader in overall market.

 In some areas like naveen market the supply of pepsi is better than coca-cola.

 In mineral water category aquafina has more mkt share than kinley.

 I have found that a retailer gives more prefence to the coca-cola products like thums-up,

mazaa, sprite, and fanta.

 If we talk about mkt schemes pepsi is more aggressive than coke.

 Sales graph have gone up in the outlets where the co has installesd coolers outside the

outlet.

 The cos new concept of presell is doing good as the retailers now gets what he wants.

 According to a survey 80% of retailers sounded positive for presell while balance 20% did

not.

 The new product minute maid did had market acceptance though it was placed well.

 The company introduced 1.25 ltr pack for small ocassions.

 at times retailers complains that they do not get the company’s actual scheme.

 The response time from the co during peak season is fairly high compared to off season in

case of retailers.

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 COCA-COLA

 Distributors have not maintained proper stock so that retailers do not get all the products

by which sale, discounting & trade schemes are effected.

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 COCA-COLA

SUGGESTION

o Distribution system should improve in the areas like naveen market and gwaltoli.

o The co should more effectively handle visi cooler complaints.

o Company should ensure , the schemes reach the retailers.

o Cooler purity should be treated as a priority.

o Overall services should be improved for getting more sale and to be the market leader.

o The sales executive should make only the commitments which he can keep or fulfill so

that the mkt is not disturbed.

o Signages should be put on more prominent locations.

o Florescent board displaying location and their distances on road should be used having
coca-cola branding.

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 COCA-COLA

CHAPTER – 4

QUESTIONEAR &
APPENDIX

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 COCA-COLA

QUESTIONNAIRE

Occupation
o Student
o Business
o Government
o House wife
o Job

Annual Income
o Less than 1.5 lakh
o 1.5lakh - 5 lakh
o 5 lakh - 9 lakh
o 9 lakh and above

1. Do you drink soft drinks?

o Yes
o No

2. Which flavour you prefer in soft drinks?

o Coca cola
o Pepsi
o Other

3. How often the product coca cola comes to your mind whenever you prefer soft drinks?
o Never
o Very rare
o Very often
o Every time
o At time

4. How often the product sprite comes to your mind whenever you prefer soft drinks?
o Never
o Very rare
o Very often
o Every time
o At time

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5. Which Quantity do you prefer most?

o 100 ml
o 200 ml
o 400 ml
o 750 ml

6. Do you know the coca cola company introduces Splash Bar that provides coke and
sprite Rs 5 of 100 ml?
o Yes
o No

7. How was the taste of the product?

o Best
o Average
o Equal to Glass Bottle
o Excellent

8. How do you view Splash Bar soft drinks of Rs 5?

o Price
o Taste
o For refreshment
o Time Pass
o To avoid Local brand

9. Do you feel one cup is sufficient to refresh your or satisfy your need?

o Yes
o No

10. Do you thing that one more product should be added in splash bar?
o Yes
o No

11. Which product do you thing that should be added in splash bar?
o Thums up
o Fanta
o Limca

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12. What is your opinion of Splash bar Product?

o Excellent
o Good
o Fair
o Poor

13. Would you prefer to drinks when coca cola and sprite is available in Rs 5?

o Daily
o Weekly basis
o Month basis

14. Do the following reasons influence your consumption of soft drinks?

o It acts as a refreshment
o It provides enjoyment
o It test very good
o It satisfied your basic thirst
o It gives me vitality and energy
o It reflects my attitude
o Price

15. Do you suggest any thing for the promotion of the Splash Bar product?

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 COCA-COLA

REFRENCES

INTERNET:

www.cokeiindia.com
www.coca-colaindia.com
www.oligopolywatch.com
www.superbrand.com

MATERIAL USE:

PRESENTOR.
E.D.S (EVERY DEALER SURVEY) DETAIL.
QUESTIONAIRE.

TEXT BOOK:

MARKETING MANAGEMENT: -
1.KOTLER AND KOTLER.
2.RAMASWAMI.

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