A

Project Report
On
“TO FIND OUT THE ATTITUDE OF RETAILERS
REGARDING THE COMPANY POLICY OF
COCO –COLA IN MUZAFFARNAGAR MARKET”

This project is done on the occasion of partial Fulfillment of the

Requirement for the degree of
MASTER OF BUSINESS ADMINISTRATION
Session 2009-2011

Submitted By Under the

Guidance of :
SHAILENDRA KUMAR Dr. Tarun
Jain
(MBA-3rd Sem.) Director
Roll No.- 0927670016

HINDUSTAN COCA-COLA BEVERAGES PVT. LTD. NAJIBABAD

SUBMITTED FOR
GAUTAM BAUDDH TECHNICAL UNIVERSITY,
LUCKNOW
DEEN DAYAL COLLEGE OF
MANAGEMENT
MUZAFFARNAGAR (U.P.)
 DECLARATION
I, Yogi, student of M.B.A., S.D. College of Management

Studies, Muzaffarnagar (Approved by Mahamaya Technical

University, Noida), hereby declare that the Project Report

on ‘ A Comparative Analysis & Marketing Research of

AQUAFINA & KINLEY’. in Meerut Area” is my original

work and has not been submitted by any other person to

“Hindustan Coca-Cola Beverages Pvt. Ltd. Najibabad”

Mahamaya Technical University, Noida and S.D. College of

Management Studies, Muzaffarnagar for the award of any

Degree of Diploma.

Further, I also declare that I have done my work

sincerely and accurately, even then if any mistake or error

kept in, I shall not humbly request the readers to point out

those errors or omissions and guide me for the removal of

those errors in future.

(Yogi)
 ACKNOWLEDGEMENT
I am thankful to MR. SANJAY CHAUDHARY, (Area

Branch Manager), Meerut Area, whose valuable guidance

& Co-operation helped me in the accomplishment of the

Project Report.

I am thankful to Mr. Naveen Maheshwari (Sales

Executive) Meerut Area whose guidance helped in field

work and accomplishment of this Project Report. Finally I

am fortunate to enjoy this rase opportunity to acknowledge

the silent co-operation & affectionable behaviour of my

family member, colleagues and well wishers which made

possible the Project Report completed.

(Yogi)
 MEANING OF PROJECT

The word “Project” has great specification in the field of

management before starting any work we must have an idea

about its basic. The meaning of the alphabets of the “Project”

are as follows :-

“P” - The word ‘p’ signify the phenomenon of

planning which deals symbolization and proper

arrangement of sensex and suggestion on

respectively in accordance with need.

“R” - It stands for associated with word resource with

which guides to promote planning.

“O” - This letter stands overhead expenses on

unestimated expenses that occur in

manufactures designed or layout of project.

“J” - This letter stands for joint effort i.e. Project work

which is undertaking should be completed with

a combined effort.
“E” - This stands for engineering i.e. worker
 undertaken is to be employing technical

processes.
“C” - This stands for the phenomenon of constriction

on which is more essentially and basic from of

work -
“T” - This stands for technique unless techniques to

work is not know.

CONCLUSION : In general we came to conclusion that

project is systematic conclusion discussed proposed

particular subject which inclusion complete information

about required to machine tools, appliances need the

various operations required to be done in well sequences.

CONTENTS

S.NO PARTICULARS
.
1 INTRODUCTION

2 COMPANY PROFILE
3 PRODUCT PROFILE

4 OBJECTIVE OF STUDY

5 SCOPE OF STUDY

6 LIMITATIONS

7 RESEARCH METHODOLOGY

8 SWOT ANALYSIS

9 INTRODUCTION TO VISIBILITY AND

DISPLAY
10 ANALYSIS & FINDINGS

11 SUGGESTION & RECOMMENDATIONS

12 BIBLOGRAPHY

13 QUESTIONNAIRE
 INTRODUCTION

SOFT DRINK IN INDIA

 When the Soft Drink first saw light of the day in India,

no one knows. For decade it was a local low key industry,

mainly confined to “the sahib & the elite”. The popular drink

in the middle class homes was sweetened lemon juice

mixed with water knows as ‘nimbu pani’ to day.

Coca-Cola came to India amidst many fan fares in the

1950 and it become the national drink in a few years.

Though other soft drinks brands were available in more

than one city, coke was the first nationally available brand

of soft drink. But the national soft drink suffered a major set

back in 1977, when the Janta Party came to power &

forced come to leave the country.

Soon after the company which promoted coke,

developed its own cola, campa-cola and used a simple

logo. But it failed to catch the fancy of the consumers. Parle

captured the market. It had the monopoly as the national

drink & over the year developed loyal consumers & an

extensive distribution, networks & infrastructure. Parle held

the market till Pepsi came into the scene in the late

eighties.

CURREST STATUS

According to estimates the current share of the

various segments (approximates)

Cola - 58%

Orange - 15%

Lemon - 17%

Other - 10%
 COMPANY PROFILE

COCA-COLA

While much about world has changed since 1886, the

pure and simple magic of one thing stays the same Coca-
Cola. Coca-Cola product are served more than 773 million

times everyday, quenching the thirst of consumers in more

than 195 countries and in every climate.

BRITH OF COCA-COLA

John Styth Perberton, introduce the refreshing taste

of Coca-Cola in Atlanta. It was may of 1886, when the

Pharmacist Georgia concocted a caramet coloured syrup in

a three lagged brass kettle in his backyard. He first

“distributed” the new product by carrying “Coca-Cola” in a

jug down the street to Jacobs Pharmacy. Consumers could

enjoy a glass of Coca-Cola at the soda foundation, whether

by decision or accident, carbonated water was teamed with

the new syrup, producing a drink that was proclaimed

“Delicious & Refreshing”.

Dr. Pemberton’s partner and bookkeeper, frank. M.

Rpbinson, suggested the name and opened “Coca-Cola” in

the unique flowing script that is still famous world wide

today. Mr. Tobinson thought “The two C’s world look well in

advertising”. By 1886, Sales of Coca-Cola averaged nine

drinks per day. The first year Dr. Pemberton sold 25 gallons

of syrup, shipped in bright red wooden kegs. Red has been

a distinctive color associated with the No. 1 soft drink brand

even since. For his efforts, Dr. Pemberton grossed $50 &

on advertising.

By 1981, Atltanta Chemist Ara. G. Chandle had

aquired compete ownership of the Coca-Cola business with

in four years, his merchandising flair helped expand

consumption of Coca-Cola to every state & territory. In

1919, the Coca-Cola company was sold a president of the

Coca-Cola company in1923, and his more thab six

decades of leadership took the business to unrivaled

heights of commercial success, making Coca-Cola and

institution the world over.

COCA-COLA FIRST BOTTLED

Coca-Cola began strictly as a nerve tonic but candy

merchant Joseph A Beidenhard of Mississippi was looking

for a way to serve this refreshing beverage at picnics. He

responded to this demand and began offering bottled Coca-

Cola, using syrup shipped from Atlanta, during an

especially busy summer in 1894.

In 1889, large scale bottled possible when Asa

chandler granted exclusive bottling rights to Joseph B.

Whitehead and Benjamin F, Thomas of Chattanooga

Tennessee’s. The contract market, the beginning of the

Coca-Cola, Company unique independent, bottling system

remains the foundation of Company soft drink operations.

Back, the soda bottles were all very similar with Coca-

Cola. Being the Premium product, other companies were

often tempted to sell their product as Coca-Cola. The

answer was to create distinct bottle for Coca-Cola. As a

result a pale green bottle with the famous contour shape

was developed in 1915 by the Root Glass Company Terre-

Haute, Indiana.

THE BOTTLING SYSTEM

Today, Coca-Cola, product reaches consumers

around the world through a large distribution network

made-up of local bottling companies. These bottles are

located around the world and most are JVC Bottling

Companies package, market and distribute the product

using thousands of delivery trucks and routes and millions

of pieces of equipment at retail locations.

Quality control monitored constantly by the company

is necessary to produce high-quality soft drink on a global

basis.
COCA-COLA INDIA

The Coca-Cola Company is the world’s largest

beverage company and the most admired

corporation in the United State of America. Coca-

Cola is recognized as the world’s best –known

brand in the market in India.

Coca –Cola was there in India till 1977, when the

Indian Government banned it due to the strong resentment

against Multinational Companies. Coca-Cola was re-

launched again in India in Sep. 1993 at Hathras near Agra.

The Indian people welcomed back the once most loved

Cola drink in the country great enthusiasm and Vigor.

Coca-Cola marked its relaunching by acquiring five parle

export Ltd. Brands – Thumsup, Gold Sport, Citra, Limca

and Mazza.
 Though the world’s largest distribution system,

consumer in nearly 200 countries enjoy the company’s

products at a rate of more then 834 million serving per day.

Coca-Cola India has in the last three years led an

unparalled expansion in the carbonated soft drink market,

pioneering innovations across merchanding distribution and

packaging. The company has introduced Global Standard

in the Industry and has strengthened its market leadership

through competitive pricing, aggressive presence and easy

availability. Coca-Cola India is now poised for a major

expansion drive, throughout India in the commercial

beverage category.

GUIDING PRINCIPLES OF
THE COMPANY
1. We will conduct ourselves and our business activities

with the highest standard of honesty, integrity and

professionalism.

2. We will recognize the positive contributions that we

make as individuals and team members to produce our

business success.

3. We will encourage a learning environment where people

can constantly grow develop and contribute.

4. We will strive for excellence and seek continuous

improvement in every think we do.

5. We will respect all stockholders, including employees,

partners and suppliers and install them with a passion to

deliver the highest quality goods and services.

6. We will foster initiative and creativity by empowering

individuals to attain well defined objectives.

REASON FOR THE GROWTH
OF SOFT DRINK INDUSTRY

The basic idea behind rapid growth of the soft drink

industry is due to the following reasons :

 The great corporate war between Coke & Pepsi, who

have left no stone unturned for monopolizing the

Indian Soft Drink Market.

 The basic ideology of these two giants to promote soft

drinks as a food item in India household and break

the seasonal barriers.

 The main reason behind the growth of the soft drink

was to capture the heat and mind of people and to

make brand available for the consumers.

 Present soft drink boom in India was attributed of

legacy of Coca-Cola and therefore it holds a major share in

the industry. Coca-Cola is the number one, of the moist

widely known, accepted and admired Trademark of the

world.
 ADVERTISING

Advertisement plays an important role in the success

of our product since our first news paper add. in 1886 that

read, “Coca-Cola Delicious! Refreshing Exhilarating

Invigorating”. Advertisement is a key of implementing a

strategy over one hundred years old-to trigger desire as

offer and in as many ways as possible.

Through the years Coca-Cola slogans have been

memorable ones : Flight lights includes.

1929 The pause that Refreshes

1936 It’s the Refreshing thing to do

1942 It’s the real thing

1944 Global High Sign

1959 Be really Refreshed

1963 Thing go better with coke

1969 It’s the real thing

1971 I’d like to buy the world a coke

1976 Coke adds life

1982 Coke is it!

1986 Catch the Wave

1989 You Can’s beat the feeling

1993 Always Coca-Cola

1996 Always the real thing

1997 Eat Cricket, Sleep cricket drink only

Coca-Cola

1998 Take away the real refresher

1999 Pyaar Mohabbat Coca-Cola

2000 Jo Chaho Ho Jaya, Coca-Cola enjoy!

2001 Life ho to aisi

2002 Thanda Matlab Coca-Cola

2003 Jio Thanda Pio Thanda

 PRODUCT PROFILE OF
COCA-COLA BRANDS

Coca-Cola - Packaging in 200ml., 300ml.,

330mlcan, 1000ml, 2 Liter pet

Fanta - Packaging in 200ml., 300ml.,

500ml. 330mlcan, 1000ml, 2 Liter

pet
Thums-up - Packaging in 200ml., 300ml.,

500ml. 330mlcan, 1000ml, 2 Liter

pet
Mazza - Packaging in 250 ml.
Limca - Packaging in 200ml., 300ml.,

500ml. 330mlcan, 1000ml, 2 Liter

pet
Maza Tera pack - Packaging in 200 ml.
Sprite - Packaging in 200ml., 300ml.,

500ml. 330mlcan, 1000ml, 2 Liter

 pet
Kinlay Soda - Packaging in 300 ml., 500ml.
Kinlay water - Packaging in 500 ml., 1 Liter, 2

Liter
 PRODUCTION PROCESS OF
COMPANY’S PRODUCT

The production process is highly mechanical and

automatic. The raw material required for soft drink is

concentrate, sugar syrup and bottle.

Ist Step

The first in the production involves conversion of hard

water to soft water. The next step is the preparation of

sugar syrup. The sugar content of the syrup varies

accordingly to the brand prepared.

Then the bottles are cleaned thoroughly before filling.

The cleaning is done by steam water jets and specialy

developed, detergents, by detergent giants like Henekel.

Bottles are than moved on conveyor belt in a line and are

closely examined in case some impurity is left.

IInd Step

Filling the Soft Drink in the bottles.

(a) In Carbonated Soft Drink

We have Coke. Thumsup, Limka, Fanta & Soda. The

most important step is the mixing of drink concentrated

dissolved in treated water, sugar syrup and after some

maturation time it pass to blinding unit, where bilution and

carbonation take place at 20 (1980c)

(b) Non Carbonation drinks (Mazza)

The most important step is the mixing of drink

concentrated, dissolved in treated water, sugar syrup and

mango like Alphanso and Totapari pulp, followed by

homogenize it, pasteurize it at 9000C. finally passing it

through filter.

IIIrd Step

After this the bottle are crowned (capped) in a

crowner at variable speed i.e. 300-400 bottles per minute,

depending on the requirement. The crowned bottles are

printed with the batch number, dare and time of

manufacture, by an infra-red printing process in which the

printing is actually beamed on the crowns or the bottle

itself.

Last step involves the placing of quality bottle in red

plastic shell and filled shells are stored in go down. After

this the company vehicles dispatches them to different

areas, where supply is required.

 MARKETING MIX
Integration of elements of marketing into a mix for

attaining objectives of a firm is called Marketing Mix.

ELEMENTS OF MARKETING MIX :-

Marketing Mix denotes a combination of various

elements which in their totality constitute a firm’s marketing

system Mc. Carthy proposed a four-element classification

of these fools the four P’S i.e.. Product, Price, Place &

promotion.

Now a days other factors (elements) also taken into

consideration in marketing these includes politics, people

(custom, culture, savings income etc.)

PRODUCT PLACE

Variety Channels
MARKETING MIX
Quality

Coverage

Design Product Place

Assessments

Features Location

Brand Name Inventory

Packaging Transport
TARGET MARKET
Size Service

Warranties

Returns

PRICE PROMOTIO

List Price Sales Promotion

Discounts Advertising
Allowances Sales force
Payment Period Public Relations
Credit terms Direct marketing
1. PRODUCT MIX :

Product Mix is the assortments of goods or services

that particular seller for sale to buyers.

Product Mix involves planning, development and

producing the right type of product or services to be

marketed by the firm, product strategy includes decision

about quality, size product line breadth, width, branding

product life cycle and new product development etc.

2. PRICE MIX :

It refers to the amount of money that customers pay

for the product or services and in return producer give that

product at some conditions i.e. discount offers or other after

sales services.
3. PLACE MIX :

Refers to combination of all activities the company

under take of make product accessible and available to

target customers place or physical distribution mix consists

of two things :-

(a) Physical distribution

(b) Channels of distribution

(a) PHYSICAL DISTRIBUTION :

Includes all those activities involved moving

product and services from producer to the ultimate

consumer.

(b) CHANNELS DISTRIBUTION :

Marketing Channel are sets of interdependent

organization involved in the process of making a product or

services available for use or consumption.

4. PROMOTON MIX :

Includes all the activities the company undertakes to

communicate and promote its products to the target market

PROMOTION TOOLS :

(a) ADVERTISING :-

Is any paid form of non-personal presentation and

promotion of ideas, goods or services by an identified

sponsor.

(b) SALES PROMOTION :

Consists of diverse collection of incentive tools,

mostly short term, designs to stimulate quicker and / or

greater purchaser of particular products / services by

consumers from the trader sales promotion tools includes

coupons contests, premiums etc.

(c) PUBLIC RELATION & PUBLICITY :

Involves a variety of programs designed to promote

and / or protect a company’s image or its individuals

products.

(d) PERSONAL SELLING :

It face to face interaction with one or more

prospective purchaser for the purpose of making

presentations, answering questions and procuring orders.

(e) DIRECT MARKETING :

Is an interactive marketing system that uses one

or more advertising media to affect a measurable response

and / or transaction at any location by direct mail,

telemarketing electronic marketing & soon.

MARKETING MIX OF HINDUSTAN
COCA-COLA BOTTLING NORTH
WEST PVT. LTD. UNIT NAJIBABAD

1. PRODUCT :

Company regularly modification and product line

extension in its product line. Following are the product

under the Trade mark of Coca-Cola India.

Brand Name SKU’s (stock keeping units)

1. Coke 200ml,300ml,330ml can, 500ml,

1Ltr,2Ltr pet

2. Fanta 200ml,300ml,330ml can, 500ml,

1Ltr,2Ltr pet

3. Thums-up 200ml,300ml,330ml can, 500ml,

1Ltr,2Ltr pet
4. Sprite 200ml,300ml,330ml can, 500ml,

1Ltr,2Ltr pet

5. Limca 200ml,300ml,330ml can, 500ml,

1Ltr,2Ltr pet

6. Maaza 250 ml.

7. Maaza Tatra Pck 200ml

8. Kinlay Soda 300 ml, 500 ml

9. Kinlay Water 1 Ltr., 2 Ltr.

(2) PACKAGING :

COCA-COLA thrust on good and innovative

packaging suitable for India house holds. Every precaution

is taken that packaging will be suitable and convenient for

consumers. In addition Coca-Cola also taken into

consideration of target consumers and their choice in

formulating packaging.
(3) PRICING :

Discount Rs. 12.75 per carat to agencies charges of

market and go down. All pricing are governed by Coca-

Cola.

Price of Coca-Cola Product of Saharanpur

300 ml 150/- Carate of 24 Bottle

200 ml 104/- Carate of 24 Bottle

500 ml 338/- Carate of 24 Bottle

1 Liter 120/- Carate of 6 Bottle

2 Litter 338/- Carate of 6 Bottle

In adding 5.00 Rs. Per carate is given commission to fat

agent.
 DISTRIBUTION CHANNEL
OF HINDUSTAN COCA-COLA

The distribution channel of product of any

organization accounts a lot for its success. Hindustan

Coca-Cola has maintained an effective and regular

distribution network. The company uses two types of

channels.

(1) DIRECT CHANNEL :

In this channel, the company dispatches the lot of its

product of depot the depot staff is than responsible for

maintaining the constant and regular supply of soft drink in

the area in its territory.

Company  Depot  Dealer  Consumer

(2) INIRECT CHANNEL :

In this Indirect Channel the company gives the

franchise or agencies. The agency than supply to the

dealer and retailers.

Company  Depot  Dealer  Consumer

As per my research in MZN Area. There are four

DISTRIBUTERS :-

1. KAPUR AGENCY

2. KAPUR AGENCY

3. KUMAR AGENCY

4. KIRAN TRADIGN EXCLUSIVE PVT.

I had completely my training at KAPUR AGENCY

Route of Kapur Drink  06 Approx

No of Shop  270 Approx

IMPORTANT :

Company made available its products to depot and

agency by bearing at transport expense to agencies /

depot.
 DISTRIBUTION NETWORK

A distribution network is a external resource. Normally

it takes years to build and its not easily changed.

Today, the company product reaches consumer and

customer through a large distribution network. Hindustan

Coca-Cola has maintained an effective and regular

distribution network.
 DISTRIBUTION MIX OF
HCCBHWPL, NAJIBABAD

Maximum area of north western U.P. is served

HCCBNW (P) Ltd. Unit Najibabad.

COVERAGE AREA OF HCCBNW (P) LTD. NBD

1. BIJNOR

2. BULLAND SHAHR

3. DEHRADOON

4. GHAZIABAD

5. HARIDWAR

6. MEERUT

7. MUZAFFARNAGAR
 8. PAURI GARHWAL

9. SAHARANPUR

10. TEHRI GARJWAL

11. UTTAR KASHI

12. GAUTAM BUDH NAGAR

Hindustan Coca-Cola bottling North West (P) Ltd. Unit

Najibabad has maintained an effective and regular

distribution network company has two type of distribution

system.

1. DEPOT SYSTEM :

In this system the company dispatches the lot of

its product to depot (At Present there are 5 depots in

western U.P. Region. There are at Dehradoon, Meerut,

Gaziabad, Noida, Saharanpur) Staff Which are company’s

personal, then responsible for maintaining the constant &

regular supply of soft drink in the area falling these

Territory.

Dealer

Company Depot Consumer

Fat Agents

(A mixture of 1 & 2 level channel of distribution)

2. AGENCY SYSTEM :

Under this system company appoint a agent or

distribution for a area who then look after the demand &

supply factor of its territory. The distributor then supply to

the dealers though their own vehicle company sales team

(Sales executive & Sales officer) monitor the activities of

distribution & also make available the communication

between dealer’s & company.

Company  Depot  Dealer  Consumer

(A2 Level Channel of distribution)

PROMOTION MIX OF
HINDUSTAN COCA-COLA
The Hindustan Coca-Cola also plays a major and
dominating role in advertising. In fact, parental company
governs the company advertising. The invested 3-50 crore
rupees on advertising.
The media of advertisement utilized by the company

are as follow ?

 Radio
 Television
 Hoarding
 Glow sings
 Strickers
 Screen Lights
 Banners
 News Papers
 Magazines
 Posters
 Exhibition
 Sponsoring Events

SALES PROMOTION
TECHNIQUE OF THE
COMPANY ARE AS FOLLOW

 Through effective advertising

 Effective Incentive Policy

 Use good quality of raw material

 Attractive Packaging

 Allotting S.G.A.S. (Refrigerator, Chest cooler, Table,

Umbrella, Chair etc.) to retailers.

 Decorating Retailers shop by display board, dealer’s

board etc.
 OBJECTIVES

PRIMARY OBJECTIVE :-

1- TO FIND OUT THE ATTITUDE OF RETAILERS REGARDING

THE COMPANY POLICY OF COCO –COLA IN
MUZAFFARNAGAR MARKET

SECONDARY OBJECTIVE :-

1- To find out the sales of the product.

2- To find out the most selling brand of Coca-Cola in

Muzaffarnagar.
 SCOPE OF STUDY

The research entitled “MARKET SHARE &

POSITION OF COCA-COLA IN MUZAFFARNAGAR” has

been conducted in Muzaffarnagar & side by we have also

tried to find out problem of retailers & the activities of

motivation conducted by Coke & Pepsi.

The research was also done for estimating the market

share & the SWOT Analysis.

 LIMITATIONS

1. Shorter time of two months.

2. Survey is conducted only in Muzaffarnagar.

3. Only a single person cannot more data in short span

of Time.

4. The customer was required to fill the questionnaire

but it has to be done by myself.

 RESEARCH
METHODOLOGY
According to Green & Tull “Research is

systematic & objective search for the analysis of

information relevant to the identification & solution of any

problem in the field of marketing.

We know that marketing basically consist of spotting

the need of customer & meeting them in the best possible

manner. Research plays a key role in the process starting

with market measurement. Research helps the firm in every

component of the total marketing task. It helps a firm

acquire a better understanding of the consumer, the

competition and the marketing environment. It also aids the

formulation of the marketing mix. Decision of each element

of the marketing mix, product distribution, promotion and

pricing need research report.

NEED & SIGNIFICANCE OF

THE STUDY
The Company controls more than half of the Indian

soft drink market, it plans to maintain its need. The

merchandising policy etc. it includes the survey to calculate

the existing status of organization’s brand visibility with

respect to its competitors. The main source of information

for this study was the retail outlets, the consumers & the

company’s personnel. The data collected for this project

was primary data.

Making the census of the entire universe was not

possible hence sampling becomes inevitable. The sample

was designed keeping in view the sample unit & the size of

the sample.

DEVELOPMENT THE
SAMPLEDESIGN
The sample was designed keeping in view of the

following basic components :-

A) CHOOSING THE SAMPLE UNIT

For this project simple random sampling was chosen,

where each sample element has a known & equal

probability of selection.

B) CHOOSING THE SAMPLE SIZE

The sample size was chose keeping in mind the size

to be good enough to solve the purpose & should be in

available time. So for Muzaffarnagar market, the sample

size was chosen to be 100 retail outlets.

Approximately 100 retail outlets were observed for

visibility of the product.

C) AREA OF SURVEY

Muzaffarnagar City :-

 Shiv Chowk

 Bhagat Singh Road

 Town Hall

 Sadar Bazar

 Prakash Chowk

 New Mandi

 Gandhi Colony

D) Survey Method :-

Simple questionnaire method

 FIELD WORK
The filed work was conducted in accordance with the

research methodology. Efforts have to be made to put

respondents at ease & sometimes to overcome hostility.

Retailers are the final meeting ground between a

company’s product & the consumer. Managing the retailer

enhance the consumer buying experience. Product on the

outlet’s shelf, crates or S.G.A. helps the consumer make,

his purchase with so many brands of competitors jostling

for attention on the limited space in retailer’s store,

merchandising ensures that our brands stand out. In short,

effective visibility & merchandising on retail outlet offers

more value to our consumers than our competitors. Thus

even before company’s product is used, the very

experience of buying it will gain an edge competitors.

 RESEARCH METHODOLOGY
ADOPTED FOR THIS PROJECT

RESEARCH DESIGN

After defining the research problem, the choice of

research design depends on the depth & extent of data

required, the cost & benefits of research & the time

available for competing it. Research design is the actual

blueprint of research project, in the project- the method of

research used.

According to the visibility of the various brands, like

how many bottles & crates are available in the outlet & how

many crates are visible, the bottles / cans inside it are

visible. Also how many face on display’s are there of

various brands. In this project, research instruments used

mainly are observation method & interview method.

DATA COLLECTION

Data is the foundation of all marketing research. Data

collection is an elaborate process in the research makes a

planned search for all relevant data.

 SWOT ANALYSIS

Coca-Cola is the most widely acceptable and admired

trademark in the world. Even though, I try to find out

strength weakness opportunity and threats for Coca-Cola.

STRENGTH OF COCA-COLA

1. Coca-Cola is the most widely know accepted

recognized and admired trademark company in the

world.

2. The company aim is to earn profit through consumer

satisfaction.

3. The world most effective and successive distribution

system.

4. Effective and effective labour force.

5. Largest brand range by which sole volume is high.

6. A largest quality of sales generating assets. In the

market which help in retailer satisfaction and increase

the sale volume.

WEAKNESSES OF COCA-COLA

1. Extensive marketing and distribution network.

2. The price of soft is very high by which most of the

consumer can not purchase it.

3. Bottling system is very expensive. A large cost in curd

in carring washing and breaking the bottle.

4. The fluctuation in the policy of government create

disturbance in the mind of MNC’s.

5. Different climates condition and paying capauts of

consumer is different region (our selling policy).

 OPPORTUNITIES

1. Rural area can become a good soft drink market so

for soft drink could not reach in rural area in whole

shape. Coca-Cola company can increase his sole

volume through good marketing in rural area.

2. Most of the Old aged would like to eat fruit and other

related things. The Coca-Cola company can increase

his brand range of the other type of fruit flavors.

3. In a country of 900 million people with a per capita

consumption of soft drink at only three. It is very less.

The consumption of soft drink can increase good

marketing activity and decreases the price.

 THREATS

1. In India government has no stability. After election

every government want to impose his policy and

regulation in the country. Most of the people and also

political party have operation that in India

multinational company should be imposed Banne so

this is largest threst for Coca-Cola and other MNCS.

2. IN India, Pepsi is main competitor of Coca-Cola. So,

Coca-Cola company should aware to the marketing

strategy and policy of Pepsi.

3. In India, many indirect competitor have try to capture

the soft drink market like fruit, Jumpin etc. so these

indirect competitor are threats for Coca-Cola.

 Many fruit flavor like dabur fruit juice and other have

come in the market. It is also threats for Coca-Cola.

 INTRODUCTION TO
VISIBILITY & DISPLAY

Visibility plays a very important role not only in

creating brand awareness, brand familiarity, enhancing

brand recall but also in boosting up the sale of the product

to a considerable level. The more attractive is the visibility

of the product, the more consumers will be attracted

towards buying such product. This business is a fine

example of believing “Jo dikhta hai wo bikta hai”.

Faces on display (FODs) have a unique form & a

sequence in which they have to be placed else in other

words we can say a set of ruling is laid down for such

display. The set of rule is followed for all kinds of display

whether on display stand, counter or S.G.A. According to

display rules, the first brand should always be Coke, then

Fanta, then Limca. Thums Up, Mazza, Kinley soda.

Visibility & FODs may be entirely at the discretion of that of

the seller because FODs are always non-paid & usually

there is no incentive given to the seller for maintaining

proper visibility & displaying the brand. In FODs, there is a

statement written on the bottle that “product of Coca-Cola

Company” should always face the consumer. This helps the

consumer to gain knowledge about the various brand of the

company.

The impact of visibility is great in the marketing of

F.M.C.G. product. It creates awareness about the particular

brand. It attracts the consumer towards the brand. It helps

to make positive perception about the product. It crates a

positive purchasing environment at the purchase point.

Visibility & proper displays help to convent purchase

decision. It helps the consumer to decide about purchase

of intended product. Better visibility & display helps the

consumer in marking his buying decision from the total

awareness set of the product.

In the long run, good visibility helps to make brand

equity of the product. Which using visibility & display as a

promotional medium, marketers must try to give emphasis

on the color & size of the display medium, which may be

able to attract the attention of the consumer. The liking for a

particular color can change the purchase decision for a

particular brand. So while creating brand personality,

company must keep in mind the choice of color of

consumers, which the company is targeting for a particular

brand.
 Customer satisfaction
Customer satisfaction is a term frequently used in marketing. It is a
measure of how products and services supplied by a company meet or
surpass customer expectation. Customer satisfaction is defined as "the
number of customers, or percentage of total customers, whose
reported experience with a firm, its products, or its services (ratings)
exceeds specified satisfaction goals."[1] In a survey of nearly 200
senior marketing managers, 71 percent responded that they found a
customer satisfaction metric very useful in managing and monitoring
their businesses.[1]

It is seen as a key performance indicator within business and is often

part of a Balanced Scorecard. In a competitive marketplace where
businesses compete for customers, customer satisfaction is seen as a
key differentiator and increasingly has become a key element of
business strategy.[2]

"Within organizations, customer satisfaction ratings can have

powerful effects. They focus employees on the importance of
fulfilling customers' expectations. Furthermore, when these ratings
dip, they warn of problems that can affect sales and profitability....
These metrics quantify an important dynamic. When a brand has loyal
customers, it gains positive word-of-mouth marketing, which is both
free and highly effective."[1]

Therefore, it is essential for businesses to effectively manage

customer satisfaction. To be able do this, firms need reliable and
representative measures of satisfaction.

"In researching satisfaction, firms generally ask customers whether

their product or service has met or exceeded expectations. Thus,
expectations are a key factor behind satisfaction. When customers
have high expectations and the reality falls short, they will be
disappointed and will likely rate their experience as less than
satisfying. For this reason, a luxury resort, for example, might receive
a lower satisfaction rating than a budget motel—even though its
facilities and service would be deemed superior in 'absolute' terms."[1]

The importance of customer satisfaction diminishes when a firm has

increased bargaining power. For example, cell phone plan providers,
such as AT&T and Verizon, participate in an industry that is an
oligopoly, where only a few suppliers of a certain product or service
exist. As such, many cell phone plan contracts have a lot of fine print
with provisions that they would never get away if there were, say, 100
cell phone plan providers, because customer satisfaction would be far
too low, and customers would easily have the option of leaving for a
better contract offer.
Customer satisfaction is a marketing term that measures how products
or services supplied by a company meet or surpass a customer’s
expectation.

Customer satisfaction is important because it provides marketers

and business owners with a metric that they can use to manage and
improve their businesses.

In a survey of nearly 200 senior marketing managers, 71 percent

responded that they found a customer satisfaction metric very useful
in managing and monitoring their businesses.

Here are the top six reasons why customer satisfaction is

so important:

 It’s a leading indicator of consumer repurchase intentions and

loyalty
 It’s a point of differentiation
 It reduces customer churn
 It increases customer lifetime value
 It reduces negative word of mouth
  It’s cheaper to retain customers than acquire new ones

1. It’s a leading indicator of consumer repurchase

intentions and loyalty

Customer satisfaction is the best indicator of how likely a customer

will make a purchase in the future. Asking customers to rate their
satisfaction on a scale of 1-10 is a good way to see if they will become
repeat customers or even advocates.

Any customers that give you a rating of 7 and above, can be

considered satisfied, and you can safely expect them to come back and
make repeat purchases. Customers who give you a rating of 9 or 10
are your potential customer advocates who you can leverage to
become evangelists for your company.

Scores of 6 and below are warning signs that a customer is unhappy

and at risk of leaving. These customers need to be put on a customer
watch list and followed up so you can determine why their satisfaction
is low.

See how satisfaction provides so much insight into your customers?

That’s why it’s one of the leading metrics businesses use to measure
consumer repurchase and customer loyalty.

2. It’s a point of differentiation

In a competitive marketplace where businesses compete for
customers; customer satisfaction is seen as a key differentiator.
Businesses who succeed in these cut-throat environments are the ones
that make customer satisfaction a key element of their business
strategy.

Picture two businesses that offer the exact same product. What will
make you choose one over the other?

If you had a recommendation for one business would that sway your
opinion? Probably. So how does that recommendation originally start?
More than likely it’s on the back of a good customer experience.
Companies who offer amazing customer experiences create
environments where satisfaction is high and customer advocates are
plenty.

This is an example of where customer satisfaction goes full circle. Not

only can customer satisfaction help you keep a finger on the pulse of
your existing customers, it can also act as a point of differentiation for
new customers.

3. It reduces customer churn

An Accenture global customer satisfaction report (2008) found that

price is not the main reason for customer churn; it is actually due to
the overall poor quality of customer service.
Customer satisfaction is the metric you can use to reduce customer
churn. By measuring and tracking customer satisfaction you can put
new processes in place to increase the overall quality of your
customer service.

I recommend you put an emphasis on exceeding customer

expectations and ‘wowing’ customers at every opportunity. Do that for
six months, than measure customer satisfaction again. See whether
your new initiatives have had a positive or negative impact on
satisfaction.

4. It increases customer lifetime value

A study by InfoQuest found that a ‘totally satisfied customer’

contributes 2.6 times more revenue than a ‘somewhat satisfied
customer’. Furthermore, a ‘totally satisfied customer’ contributes 14
times more revenue than a ‘somewhat dissatisfied customer’.

Satisfaction plays a significant role in how much revenue a customer

generates for your business.

Successful businesses understand the importance of customer lifetime

value (CLV). If you increase CLV, you increase the returns on your
marketing dollar.
For example, you might have a cost per acquisition of $500 dollars
and a CLV of $750. That’s a 50% ROI from the marketing efforts.
Now imagine if CLV was $1,000. That’s a 100% ROI!

Customer lifetime value is a beneficiary of high customer satisfaction

and good customer retention. What are you doing to keep customers
coming back and spending more?

Learn more about customer lifetime value:

 Customer Lifetime Value For Beginners (4 Step Guide)

 5 Strategies To Increase Customer Lifetime Value

5. It reduces negative word of mouth

McKinsey found that an unhappy customer tells between 9-15 people

about their experience. In fact, 13% of unhappy customers tell over 20
people about their experience.

That’s a lot of negative word of mouth.

How much will that affect your business and its reputation in your
industry?

Customer satisfaction is tightly linked to revenue and repeat

purchases. What often gets forgotten is how customer satisfaction
negatively impacts your business. It’s one thing to lose a customer
because they were unhappy. It’s another thing completely to lose 20
customers because of some bad word of mouth.

To eliminate bad word of mouth you need to measure customer

satisfaction on an ongoing basis. Tracking changes in satisfaction will
help you identify if customers are actually happy with your product or
service.

6. It’s cheaper to retain customers than acquire

new ones

This is probably the most publicized customer satisfaction statistic out

there. It costs six to seven times more to acquire new customers than it
does to retain existing customers.

If that stat does not strike accord with you then there’s not much else I
can do to demonstrate why customer satisfaction is important.

Customers cost a lot of money to acquire. You and your marketing

team spend thousands of dollars getting the attention of prospects,
nurturing them into leads and closing them into sales.

Why is it that you then spend little or no money on customer

retention?
Imagine if you allocated one sixth of your marketing budget towards
customer retention. How do you think that will help you with
improving customer satisfaction and retaining customers?

Here are some customer retention strategies to get you thinking:

 Use blogs to educate customers

 Use email to send special promotions
 Use customer satisfaction surveys to listen
 Delight customers by offering personalized experiences

Measure satisfaction to see how happy your customers

really are

Lee Resource Inc. found that for every customer complaint there are
26 other unhappy customers who have remained silent.

That is an alarming statistic. Most companies think they are the best
and they have no unhappy customers. The reality is, 96% of unhappy
customers don’t complain. In fact, 1Financial Training Services found
that most simply just leave and never come back.

What are you doing to measure customer satisfaction and identify

unhappy customers?

Customer satisfaction plays an important role within your business.

Not only is it the leading indicator to measure customer loyalty,
identify unhappy customers, reduce churn and increase revenue; it is
also a key point of differentiation that helps you to attract new
customers in competitive business environments.

As business owners, we’d all like to think of ourselves as providers of

great customer service. As small business owners in particular, it’s
quite possibly your biggest differentiator. After all, how often is it that
you walk into a national chain restaurant and are greeted by name,
handed your favorite drink and made to feel like part of the family?
But great customer service is also about knowing how to handle
problems, responding to and resolving issues—something at which
agile small businesses can often excel.

If customer satisfaction is your goal, then great customer service will

get you there.

Here are three simple things you can do to embed customer service
into your business philosophy and day-to-day operations:

Listen and Learn

Listening is key to effective customer service and it can also help

boost your profitability. Here are two ways to prove to your customers
that you are listening–and tips on how to make it count:

 Everyday Customer Interaction – Show you are

listening to your customers by taking notes or repeating
back what your customer has said. Listen to their words
and tone. Observe their body language. Provide them
clear and concise communication. Ask clarifying
questions to gain understanding before you provide a
response. If you can’t respond immediately, be sure to
provide a timeline for response and make a note in your
calendar to do so. Follow up, confirm the resolution and
check for customer satisfaction and completion.
  Facilitating Feedback – If you don’t have a reason for
face-to-face interaction with a customer, look for ways to
stay in touch and show you are listening and eager to
keep the lines of communication open. For example,
follow up with a customer after a sale to prove to your
customers that you want to hear from them. Hand out in-
store or post-sale surveys to find out what they’d like to
see from your brand—and stay active on social media
(more on this below). Customer service is, after all, about
meeting the needs and expectations of the customer as
defined by the customer. By soliciting feedback and using
that information to inform your business you will find new
ways to ensure your business is relevant to them and
hopefully open new lines of profitable opportunity.

In order to have effective customer service, you must know what your
customers want, provide it to them on a consistent basis and ask them
how you are doing.

Look For Ways to Treat Customers As You Would Like To Be

Treated

Remember, how you and your staff communicate with your customers
is just as important as what you communicate. Remember that your
customer wants to see the sunny side of you and your business, so
have your filter on and put yourself in their shoes.
A good way to instill this attitude among your staff is to do some
simple role play in which they act out a few scenarios that involve
both easy-going and difficult customers. Observe how they handle the
situation and coach them on areas to improve.

For example:

 How are customers being greeted? — Put them at

ease and make them feel comfortable! This sets the tone
for the rest of the transaction.
 Demonstrate that your customers are valued — Let
them know you think they are important. Your sincerity
makes them feel good about you and the organization.
 Ask how to help your customers — Find out what they
want. It is important that each customer encounter makes
them feel satisfied.
 Don’t challenge disgruntled customers — Listen,
reassure them that you’ll escalate or act on their
complaint and follow through until resolution.
 Help customers — Help them get what they want. Make
it easy for customers to locate or obtain the information
they need. Answer their questions in a timely manner.

Carry Customer Service Across All Your Customer Touch Points

Remember to carry through on your customer service goals wherever
your business has a presence. This means both online and offline.
More than ever, social media is a systematic part of your customer
service model, so if you have a presence on sites like Facebook,
Twitter, Yelp, and so on, be sure you are actively listening, engaging,
monitoring and responding to your customers online. This blog offers
some tips that can help: How to Use Social Media to Do a Better Job
of Customer Service.
.-1 What is the average volume of monthly sales of Coca-Cola products?

Volume Sample size

Rs. 100 – Rs. 1000 10
Rs. 1000 – Rs. 5000 30
Rs. 5000 - Rs. 10000 50
Rs. 10000 & More 10
Total 100

10% 10%

30%

50%

Rs. 100 - Rs. 1000 Rs. 1000 - Rs. 5000

Rs. 5000 - Rs. 10000 Rs. 10000 - More
Analysis
According to the survey average volume of monthly sales
of coca-cola product 10% out of Rs. 100 -1000, 30% out of
Rs. 1000-5000, 50% out of Rs. 5000 -10000, 10% out of
Rs. 10000 and more.

Q.-2 which brand of coca-cola do you sell most?

Quality Sample size

Fanta 10
Thums-up 30
Mazza 50
Limca 10
Total 100

10% 10%

30%

50%

Fanta Thums-up Mazza Limca

Analysis
According to the survey mazza sell most 50%, fanta 10%,
thmus-up 30%, Limca 10%.
Q.-3 Are you satisfied with the Company’s sales promotion policies?

Option Sample size

Yes 80
No 20
Total 100

20%

80%

Yes No

Analysis
According to the survey he will be satisfied 80% with the
company of sales promotion policies and 20% he will not
be satisfied.
Q.-4 if yes,
Which Policy do you like most ?

Option Sample size

Cash Discount 50
Free Gifts 20
Tours 05
Bonus Offers 05
Total 80

6% 6%

25%
63%

Cash Discount Free Gifts Tours Bonus Offers

Analysis

According to the survey mostly he like cash discount policy

50%, free gift policy 20%, tours policy 5%, Bonus Offers
policy 5%.

Q.-5 If no,
Which policy do you dislike most ?
 Option Sample size
Cash Discount 02
Free Gifts 01
Tours 10
Bonus Offers 07
Total 20

10%

35% 5%

50%

Cash Discount Free Gifts Tours Bonus Offers

Analysis

Through survey he dislike cash discount policy 2%, free

Gifts policy 1%, Tour policy 10% Bonus Offers policy 7%.

Q.-6 How many times does sales person visits your shop ?

Option Sample size

Daily 60
Once in a week 25
Once in a 15 days 10
Once in a months 05
Once in a two months Nil
Total 100

10% 5%
0%

25% 60%

Daily Once in a week

Once in a 15 days Once in a months
Once in a two months

Analysis

According to the survey 60% Sales persons visits daily,

25% sales person visits once in a week, 10% sales person
visits in a 15 days, 5% sales persons visits in a months, 0%
sales persons visits in a 2 months.
Q.-7 Are you satisfied with the services of sales person ?

Option Sample size

Yes 55
No. 45
Total 100

45%
55%

Yes No

Analysis

According to the survey 55% he will be satisfied with the

services of sales person and 45% he will not be satisfied
services of sales person.
Q.-8 Does the commitments of the company fulfills on time?

Option Sample size

Yes 60
No. 40
Total 100

40%

60%

Yes No

Analysis
60% commitment of the company fulfill at the time and 40%
commitment of the company cannot fulfill at the time.
 FINDINGS

1. According to the survey average volume of monthly

sales of coca-cola product 10% out of Rs. 100 -1000,
30% out of Rs. 1000-5000, 50% out of Rs. 5000
-10000, 10% out of Rs. 10000 and more.

2. According to the survey mazza sell most 50%, fanta

10%, thmus-up 30%, Limca 10%.

3. According to the survey he will be satisfied 80% with

the company of sales promotion policies and 20% he
will not be satisfied.

4. According to the survey mostly he like cash discount

policy 50%, free gift policy 20%, tours policy 5%,
Bonus Offers policy 5%.

5. Through survey he dislike cash discount policy 2%,

free Gifts policy 1%, Tour policy 10% Bonus Offers
policy 7%.
6. According to the survey 60% Sales persons visits
daily, 25% sales person visits once in a week, 10%
sales person visits in a 15 days, 5% sales persons
visits in a months, 0% sales persons visits in a 2
months.

7. According to the survey 55% he will be satisfied with

the services of sales person and 45% he will not be
satisfied services of sales person.

8. 60% commitment of the company fulfill at the time

and 40% commitment of the company cannot fulfill at
the time.
 SUGGESTION &
RECOMMENDATIONS

1. TRAINING TO RETILERS

A retailer can make the visibility and display a

success or failure. The following are some important areas

where retailer can be provided training.

 How to make good position for better visibility &

displays.

 Dow to attract and lure consumers by better visibility

& displays.

 How to match the display space available at the store

& display requirements.

 How to put up the complicated display fixtures &

materials.
  How to replace old & monotonous displays.

 How to improve visibility through creative display.

Co-operative of retailers is always for enhanced

visibility & proper display.

2. MOTIVATING RETAILERS

The company should properly motivate the

retailers, so that they can put their best efforts in enhancing

the visibility of the product & maintaining the displays. This

can be done through following few points :

 Organizing of contests among retailers. The retailers

should be motivated for maintaining proper visibility

including cleaning the bottles, putting them in order,

keeping FODs. The winner of the contest should be

rewarded monthly in cash or in kind or a discount may

be given to them.
  Photo flashing of the best retailer’s display to other

retailers.

 Publicity through newsletters mentioning retailers

name.

 Cooperative advertising & sales promotion i.e. by

promoting the retail as well as the manufacturer’s

product on cost sharing basis.

4. Most of the retailers feel that company’s attention on

display & visibility is not up to the mark, so the sale

executive should motivated and checked to visit an

outlet at least in a fortnight. The gap between the

present and required frequency of company’s

representative visit to the outlet should be minimized, as

it will also motivate retailers.

5. According to the opinion poll, Coca-Cola has a better

visibility (56%) but when the main brands of both the

competitors are compared then Coke lags behind with

32% & Pepsi with 36%. This is because of the

competitor’s stronger punch lines and efforts in counter

attacking every move of Coca-Cola. Coca-Cola should

adopt the same policy. Recently a new product of the

company has adopted this policy (sprite) & is already

gaining popularity. Road shows can be used as an

effective promotional tool for promoting sales as it is less

costly and more prospects are exposed to the product as

compared to other tools.

6. Consumers should be made aware of all the

products/brands of the company by using FODs so that

they can buy the product with more confidence that they

are having the product of the No. 1 company of the

world. This will also improve brand recall.

7. Heavy merchandising should be done at bus stops,

main market, crossing & shopping centers. A trolley

vendor can also be placed near the bus stop where

people wait for buses for mineral water.

8. Utilization of assets is improper because of 53%

people says that company’s is not looking properly on

the repair of SGA’s.

9. Scheme should be properly given by the company

because the company is more concentrated towards the

advertising and no attention the schemes.

10. Working condition of Refrigerator should be more

proper in the summer because the refrigerator

mostly use in summer.

11. Retailer are more attract towards the wall paint so that

company should take initiative in this field to attract

retailer.
 BIBLIOGRAPHY

BOOK WRITER

MARKETING RESEARCH : D.D. Sharma

MARKETING MANAGEMENT : Philip Kotler

R.S. N. Pillai

RESEARCH METHODOLOGY : C.R. Kothari

MAGAZINE : Business World

Business India
Business Today
India Today
QUESTIONNAIRE FOR RETAILERS

Name : ………………………………………………...
Name of Shop : ………………………………………………...
Address & Cont. No. : …………………………………..

Q.-1 What is the average volume of monthly sales of Coca-

Cola products?
1- Rs. 100 – Rs. 1000 ( )
(2) Rs. 1000 – Rs. 5000 ( )
(3) Rs. 5000 - Rs. 10000 ( )
(4) Rs. 10000 & More ( )

Q.-2 which brand of coca-cola do you sell most?

(1) Coca-Cola ( )
(2) Fanta ( )
(3) Thums-Up ( )
(4) Maaza ( )
(5) Limca ( )

Q.-3 Are you satisfied with the Company’s sales promotion

policies?
(1) Yes ( )
(2) No ( )
Q.-4 if yes,
Which Policy do you like most ?
(1) Cash Discount ( )
(2) Free Gifts ( )
(3) Tours ( )
(4) Bonus Offers ( )

Q.-5 If no,
Which policy do you dislike most ?
(1) Cash Discount ( )
(2) Free Gifts ( )
(3) Tours ( )
(4) Bonus Offers ( )

Q.-6 How many times does sales person visits your shop ?
(1) Daily ( )
(2) Once in a week ( )
(3) Once in a 15 days ( )
(4) Once in a month ( )
(5) Once in a two months ( )

Q.-7 Are you satisfied with the services of sales person ?

Yes ( )
No ( )

Q.-8 Does the commitments of the company fulfills on

time?
Yes ( ) No ( )