A

SUMMER TRAINING
REPORT
ON

“MARKET POSITION OF COCA COLA IN

GHAZIABAD REGION”
UNDERTAKEN AT

SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE DEGREE OF

BACHELOR OF BUSINESS ADMINISTRATION

(AFFILIATED TO C.C.S. UNIVERSITY MEERUT)
(BATCH: 2020-2023)
SUBMITTED TO: - SUBMITTED BY:-
PROF. SWETA BAKSHI NITIN SAINI
(ASST. PROFESSOR) R OLL NO. : -
200934105175
BBA – V SEM.

INSTITUTE OF TECHNOLOGY AND SCIENCE

MOHAN NAGAR, GHAZIABAD
 CERTIFICATE

This is to certify that the project entitled “Marketing Strategies of

COCA - COLA” is the original work carried out by student of BBA (Institute of

Technology and Science), during the (Batch 2022-2023), in partial fulfillment of

the requirements for the award of the Degree of BBA and that the project has not

formed the basis for the award previously of any degree, diploma, associate ship,

fellowship or any other similar title.

(PROF. SWETA BAKSHI)

(Asst. Professor)
 DECLARATION

I hereby declare that the project report Titled “MARKETING STRATEGIES

OF COCA-COLA” is my own work and has been carried out under the guidance of
PROF. MONIKA SHARMA.
All care has been taken to keep this report error free and I sincerely regret for any
unintended discrepancies in this report.

NITIN SAINI
ROLL NO. : -
200934105175
BBA – V SEM.

3
 TABLE OF CONTENTS

1. COMPANY PROFILE 6-51

2. RESEARCH METHODOLOGY 52 -58

3. DATA ANALYSIS 59-68

4. CONCLUSION 69-70

5. SUGGESTION 69

6. SWOT ANALYSIS 70-74

7. BIBLIOGRAPHY 73-75

8. QUESTIONNAIRE 76- 79

4
 Executive Summary

This project primarily focus upon collecting the information from the retailer about the
various brands of Coca-Cola in Ghaziabad. It can be used to find out the how much
percentage sales of every brands of Coke compare to other competitors.

Total sample size of 120 respondents selected on the basis of convenience was surveyed,
which included consumers, retailers.

Data was collected from secondary as well as primary sources. Structured questionnaire
was used to collect primary data.

Various statistical tools such simple averages and percentage were used to analyse the
collected data.

From the above analysis it was concluded that in a highly competitive FMCG market the
following parameters were considered important for any product (Soft drink ) to become
a No. 1 brand :

 Top of the mind recall

 Availability
 Advertising
 Keeping the brand alive
 Satisfied retailers

These conclusions are based on a thoroughly conducted survey and gives some insight of

the characteristics that go in to make a brand the No. 1 in its product category.

5
OBJECTIVE OF
THE
RESEARCH

6
 OBJECTIVE OF THE RESEARCH

The objective of the research is to find out market position about all brands
of Coke in Ghaziabad region and try to understand about all basic thing
likewise market share, position of market, potential consumer, prospective
customer of Coke. How much percentage sales of every brands of Coke
compare to other competitors.

7
Company profile

8
 THE COCA COLA COMPANY
1. COMPANY PROFILE

2. ORGANISATIONAL STRUCTUR

3. PERFORMANCE

4. PRUDUCT AND SERVICE OFFER

Beverage industry is one of the fastest growing industries in India. Soft drinks are
a typical consumer product purchased by individual primarily to quench their
thirst and also for refreshment. Different types of soft drinks are available in the
market and more or less content of all soft drink is same. The market of soft
drink is facing a cut throat competition and many companies are floating their
product in the market with different brand names. In such a situation different
facto which influence the people’s choice for soft drink are test, quality, image,
easy availability and the product cost of advertisement.

This study is an attempt to find out the company’s position in the soft drink
market and there sale promotional activities & the distribution channel system

9
 COMPANY PROFILE

Establishment: 1886
Type: Soft drinks

Inventor of coca-cola: John Pemberton

Headquarter: Atlanta

Tagline: Open Happiness

Key people: Mukhtar Kent (Chairman & CEO

Brand ambassador : Ameer Khan

Coca–Cola Company is the global company and has completed 122 years of consumer

service with some of the world’s most widely recognized brands , the coca-cola business

in INDIA, as in each country where they operate, is a local business . Their beverage is

10
produced locally employing Indian citizen, their product range and marketing reflects

Indian taste and lifestyles. After a 16 – year’s absence, Coca-Cola returned to India in

1993. The company presence in India was cemented in November that year in a deal that

gave Coca-Cola ownership of the nation’s top soft drinks brands and bottling

network .Coca-Cola India has made significant investment to builds and continually

improve its business in India , including new production facilities , wastewater treatment

plants , and distribution system and marketing equipment .Coca- cola business system

directly employs approximately 6000 local people in India. In fact, they indirectly create

employment for more than 1, 25,000 people in related industries through their vast

procurement, supply and distribution systems. Virtually all the goods and services

required to be produced and marketed by coca- cola locally are made in India. The coca-

cola system in India comprises 27 wholly owned companies -owned bottling operations

and another 17 franchise –owned bottling operations.

FIZZ TO COCA-COLA BRINGS BACK THE INDIA

Coca-Cola, the corporation nourishing the global community with the world’s largest
selling soft drink concentrates since 1886, returned to India in 1993 after a 16 year hiatus,
giving a new thumbs up to the Indian soft drink market. In the same year, the Company
took over ownership of the nation’s top soft-drink brand and bottling network. It’s no
wonder our brands have assumed an iconic status in the minds of the world’s consumers.
A Healthy Growth to The Indian Economy

Ever since, Coca-Cola India has made significant investments to build and continually
consolidate its business in the country, including new production facilities, waste water
treatment plants, distribution systems, and marketing channels.
Coca-Cola India is among the country’s top international investors, having invested more

11
than US$ 1 billion in India in the first decade, and further pledged another US$100
million in 2003 for its operations.

A Pure Commitment to The Indian Economy

The Company has shaken up the Indian carbonated drinks market greatly,
giving consumers the pleasure of world-class drinks to fill up their hydration,
refreshment, and nutrition needs. It has also been instrumental in giving an exponential
growth to the country’s job listings.
Creating Enormous Job Opportunities

With virtually all the goods and services required to produce and market Coca-
Cola being made in India, the business system of the Company directly employs
approximately 6,000 people, and indirectly creates employment for more than 125,000
people in related industries through its vast procurement, supply, and distribution system.
Soft drink market overview: Indian soft drink market is valued to be Rs 6,000 crore. The
soft drink market can be broadly divided into two major segments
• Carbonated soft drink • Non-carbonated soft drink Carbonated soft drink.

Carbonated Soft Drinks

Coke's carbonated beverages business in India comprised the cola drinks Coke
and Thums Up, the orange flavored Fanta, clear lime Sprite, clouded lemon drink Limca
and the energy drink Shock. Coke targeted youngsters in the 15 to 22 age group and was
positioned across campaigns as the real refresher with the tag line "The real thing, the
real refresher"...

The carbonated drinks are the mainstay and accounts for 85 per cent of the total
soft drink market, however the growth rate has been stagnant and in fact on declining
trend on account of controversial issue of pesticide.

12
Non-Carbonated Soft Drinks
The idea of branching out into non-carbonated beverages was part of a larger objective of
being present in all segments of the non-alcoholic beverage market, which Coca-Cola
practised worldwide Non-carbonated soft drink the non-carbonated drinks category
includes sub category like fruit drink, juices, dairy drinks and more
HISTORY OF COCA-COLA

Coca-Cola originated as a soda fountain beverage in 1886 selling for five cents a
glass. Early growth was impressive, but it was only when a strong bottling system
developed that Coca-Cola became the world-famous brand it is today.
1894 – A modest start for a Bold Idea

In a candy store in Vicksburg, Mississippi, brisk sales of the new fountain

beverage called Coca-Cola impressed the store's owner, Joseph A. Biedenharn. He began
bottling Coca-Cola to sell, using a common glass bottle called a Hutchinson.
Biedenharn sent a case to Asa Griggs Candler, who owned the Company.
Candler thanked him but took no action. One of his nephews already had urged that
Coca-Cola be bottled, but Candler focused on fountain sales.

1899 The first bottling agreement

Two young attorneys from Chattanooga, Tennessee believed they

could build a business around bottling Coca-Cola. In a meeting with
Candler, Benjamin F. Thomas and Joseph B. Whitehead obtained exclusive
rights to bottle Coca-Cola across most of the United States (specifically excluding
Vicksburg) -- for the sum of one dollar. A third Chattanooga lawyer, John T. Lupton,
soon joined their venture.

1900-1909 … Rapid growth

The three pioneer bottlers divided the country into territories and sold bottling
rights to local entrepreneurs. Their efforts were boosted by major progress in bottling
technology, which improved efficiency and product quality. By 1909, nearly 400 Coca-

13
Cola bottling plants were operating, most of them family-owned businesses. Some were
open only during hot-weather months when demand was high.

14
 1916 … Birth of the contour bottle

Bottlers worried that the straight-sided bottle for Coca-

Cola was easily confused with imitators. A group representing
the Company and bottlers asked glass manufacturers to offer
ideas for a distinctive bottle. A design from the Root Glass Company of
Terre Haute, Indiana won enthusiastic approval in 1915 and was introduced
in 1916. The contour bottle became one of the few packages ever granted
trademark status by the U.S. Patent Office. Today, it's one of the most recognized icons
in the world - even in the dark!

1920s … Bottling overtakes fountain sales

As the 1920s dawned, more than 1,000 Coca-Cola bottlers were operating in the
U.S. Their ideas and zeal fueled steady growth. Six-bottle cartons were a huge hit after
their 1923 introduction. A few years later, open-top metal coolers became the forerunners
of automated vending machines. By the end of the 1920s, bottle sales of Coca-Cola
exceeded fountain sales.

1920s and 30s … International expansion

Led by longtime Company leader Robert W. Woodruff, chief executive officer

and chairman of the Board, the Company began a major push to establish bottling
operations outside the U.S. Plants were opened in France, Guatemala, Honduras, Mexico,
Belgium, Italy, Peru, Spain, Australia and South Africa. By the
time World War II began, Coca-Cola was being bottled in 44
countries.

1940s … Post-war growth

15
During the war, 64 bottling plants were set up around the world to supply the troops. This
followed an urgent request for bottling equipment and materials from General
Eisenhower's base in North Africa. Many of these war-time plants were later converted to
civilian use, permanently enlarging the bottling system and accelerating the growth of the
Company's worldwide business.

1950s … Packaging innovations

For the first time, consumers had choices of Coca-Cola package size and type --
the traditional 6.5-ounce contour bottle, or larger servings including 10-, 12- and 26-
ounce versions. Cans were also introduced, becoming generally available in 1960.

1960s … New brands introduced

Following Fant in the 1950s, Sprite, Minute Maid, Fresca and TaB joined brand
Coca-Cola in the 1960s. Mr. Pibb and Mello Yello were added in the 1970s. The 1980s
brought diet Coke® and Cherry Coke, followed by POWERADE and DASANI in the
1990s. Today hundreds of other brands are offered to meet consumer preferences in local
markets around the world.

1970s and 80s … Consolidation to serve customers

As technology led to a global economy, the retailers who sold Coca-Cola merged
and evolved into international mega-chains. Such customers required a new approach. In
response, many small and medium-size bottlers consolidated to better serve giant
international customers. The Company encouraged and invested in a number of bottler
consolidations to assure that its largest bottling partners would have capacity to lead the
system in working with global retailers.

1990s … New and growing markets

Political and economic changes opened vast markets that were closed or
underdeveloped for decades. After the fall of the Berlin Wall, the Company invested
heavily to build plants in Eastern Europe. And as the century closed, more than $1.5
billion was committed to new bottling facilities in Africa.

16
 21st Century

The Coca-Cola bottling system grew up with roots deeply planted in local
communities. This heritage serves the Company well today as people seek brands that
honor local identity and the distinctiveness of local markets. As was true a century ago,
strong locally based relationships between Coca-Cola bottlers, customers and
communities are the foundation on which the entire business grows.

A Dealer Survey or Coca-Cola

Marketing is the role used by the business to plan, price, promote and
distribute
products/services to individuals. The Coca-Cola Company's marketing includes:
OBJECTIVES/GOALS

Coca-Cola main objectives are to supply everyone their favorite drink and to satisfy the
consumer needs and wants. Coca-Cola second main objectives are to provide profit to the
shareholders and increase the market share.

Target Market

The company's beverages are generally for all consumers. However, there are some

Brands which target specific consumers. For example, Coca-Cola's diet

soft drinks are
Targeted at consumers who are older in age, between the years of 25 and 39. Power Ado.
Sports water target those who are fit, healthy and do sport. Winnie the Pooh sipper cap

Juice Drink target children between the ages 5-12.

This type of market approach refers to market segmentation. The Coca-Cola Company

when advertising, has a primary target market of those who are 13-24, and
a secondary market of
10-39.

17
Marketing mix

PRODUCT-

PRODUCT COLOUR AND CONTENT PACK

COCA COLA DARK BROWN, CO2 200ml,300ml,
(RGB),600ml,1.25lit,2.25lit(pet)
CANE 330ml
THUMS UP DARK BROWN, CO2 200ml,300ml,
(RGB),600ml,1.25lit,2.25lit(pet)
CAN 330ml
FANTA ORANGE/ ORANGE, CO2 200ml,300ml,(RGB)600ml,1.25lit,2lit
CANE330

LIMCA GREY, CO2 200ml,300ml,

(RGB),600ml,1.25lit,2.25lit(pet)
CAN 330Ml
SPIRITE COLOUR LESS, CO2 200ml,300ml,(RGB),600ml,1.5
lit,2.5lit(pet)
CAN 330ml
MMPO ORANGE, YELLOW (JUICE) 400ml,250ml(pet)
MAAZA YELLOW, MANGO FLAVOUR 200ml,300ml,(RGB),600ml,1.2lit(pet)
Tetra pack KINLEY SODA ………….. 300ml (RGB), 600ml (pet)
KINLEY WATER ……………………… 500ML, 1Ltr, 2Ltr (PET)
PRICE-

18
The pricing of coca-cola product is very much different than any other FMCG .pricing is
Determined on the basis of volume, channel and category of the outlet. Basically
following
Pricing method is experienced by company.
Discount pricing

Variable pricing

Skimming pricing

Pricing List

Product Packaging Quantity mrp (per unit)

Pack Billing price Retail price Quantity Mrp

200ml 158 168 24 8

300ml 201 216 24 10

600ml 477 492 24 22

600ml(maaza) 537 552 24 25

600ml(soda) 252 264 24 12

1.2lt(maaza) 489 504 12 48

1.25(fridge pack) 363 378 12 35

600ml 537 552 24 25

250ml 390 405 30 15

2 lt 444 459 9 55

plain coke 536 552 24 25

19
 diet coke 525 540 24 25

Tetra pack(mazza) 257 272 27 15

1 Ltr kinley water 128 136 12 13

Price is the only element in the marketing mix of a firm that generates revenue.
All else generate only cost. Price and sales value together decide the revenue of any
business. As sales volume in itself is dependent to all Considerable extent on price, the
latter because key to the revenue of the business. Price is also the most important
determinant of the profitability of the business.
Pricing is vital for firms to the price route in strategy is obvious what needs to be
Stressed is that it is an equally crucial decision area for companies that take to the
nonpriceroute.
Though companies that take to the non-price route concentrate on elements other
than price- like product, distribution, advertising, personal selling and sales promotion.
Pricing acquires its importance on account of yet factor. It is highly risky decision area
and mistakes in pricing seriously affect the firm, its profits, growth and future. It remains
vague until all the details about it are spelt out.
PROMOTION-

Various promotional activities are implemented by the top level of management.

For advertising purpose various celebrities are get hired by company at contractual
basis.
As far as coke concern T.V. commercial, offer, discounts, coupons are play an
importantrole for the growth of market share of coke.
Following are the current promotional techniques which are employed by coca-cola
company.

20
 MARKET SAGMENTATION MODEL OF COCA-COLA
Segmentation is the process of dividing or categorizing market into different groups
based on one or more variables. The segmentation of coca-cola market can be done on
following basis
Markets can be segmented along 3 lines:-
(a) Channel cluster

(b) Outlet Volume

(c) Locality Income

VISICOOLER: Vesicular are placed by the SGA (sell generating asset)department

According

to outlets locality and income.

There are three types of locality income:

 LOW

 MEDIUM

 HIGH

LOW -low income locality is the area which is far away from main city. Company top
management suggests providing vesicular/chest cooler up to 7 caser only e.g.
MEDIUM- Medium income locality is that area which is nearby city area. Assets of the
company provided on the basis of sales. E.g. police line chauraha Varanasi , Bhojubeer ,
Shivpur etc.

21
HIGH- it includes the location where there is cut throat competition survive e.g.
GHAT AREA, LANKA MARKET, SIGRA etc. Can be considering as high incomearea.

THERE ARE DIFFERENT TYPES OF VISICOOLER COMES IN THE

MARKETS LIKE:

a. Two Caser
b. Four caser
c. Seven caser
d. Nine caser
e. Ten caser

22
 f. Twenty caser
g. Thirty caser

An Overview of Soft Drink Industry

The total soft drink market in Rs 6000 Crores.

India’s per capital consumption of soft drinks has risen to 9.5 servings in

2004 as against 7.5 servings in 2000 followed by 5.4 serving in 1997

Branded soft drinks retail anywhere in India between Rs 8 – Rs 12 and are

expensive When measured against Purchasing power .There are around 4,

00,000 retailers of soft drink. A soft drink is a non-alcoholic beverage. It is

artificially flavoured and contains no fruit or pulp.

India with population of more than 100 crores is potentially one of the
largest consumer markets in the world after China. The consumer market
can be defined as the market for products and services that are purchased by
individuals as house holds goods for their personal consumption. Soft drink
is a typical consumer product purchased by individuals to quench thirst and
secondly for refreshment.

Searching for the point of origin of Indian soft drinks we first document on
Gold Spot, which was the first brand soft drink in India. It was introduced
by PARLE during later part of 40’s.

23
 Cola giant, Coca-Cola was the first foreign soft drink to be introduced in

India in 1965, Coca-Cola make a very good beginning and dominated the

whole scheme right from the word go. It (Coca-Cola) faced no

competition at that time.

The marketing people did not even receive to publicize Cola-Cola for it sold

first like probability not-cakes. This extraordinary success of soft drinks,

can be attributed to the following factors :-

 Absence of contemporary competitive brand.

 Euphoric image built up in the Western countries proceeded the entry

into Indian Market; and

 Indians are very found by nature of foreign goods, services etc. due to

prolonged foreign rules.

Parle Exports (P) Ltd., later in 1970 introduced Limca, Lemony Soft drinks.

Before Limca introduce, they had tentatively introduced Cola, Three of four

groups of Indian companies who had the required production capacity

started their own brands of Cola, Lemon, Orange, but failed to achieve their

goal on a national basis.

India always has love and hate relationship with MNC’s which gave a
significant opportunities to soft drink industries in India when Coca-Cola

24
decided to windup its operations in 1977 rather than bowing to the Indian
government insisting on:-
 Dilution of equity, as the government felt that lots of foreign currency

was being wasted.

 Manufacturing of the top-secret concentrate in India.

 Disclose of the chemical composition of the essence.

This left a large vacuum in the popular soft drink market, and a vista was

opened to any company with the requisite, technical, marketing and

organizational skills.

The exit of Coca-Cola from India in1977 accelerated the growth of several

Indian Soft Drink. New soft drink in the form of Tetra pack entered the

market among Frooti, Jump-In and Tree-Top were the prominent once. Till

1977 their equipped bottling plants and the distribution network a longing to

be of no use. It took them one year to develop new formula to survive and

gradually came up with Campa Lemon, Orange and Cola that order.

However Parle, the pioneer in the soft drinks, blazed its way to national

prominence with their product “ Thumps Up” bearing the slogan “Happy

Days are here again”.This particular slogan helped to win over the loyalists

or addicts to Coca-Cola, who was in the state of “Cola Shock”or Cola

Depression”. Soon the Indian Soft drink industry started at a phenomenal

25
rate, and all Parle Products Gold Spot, Limca and Thumps Up became the

brand leader in their own segment.

In spite of all these, the drink market still has large gap, as claim by soft

drink manufacturers. To fill these gap there are many soft drinks concentrate

and squashes flooded the market. The Indian soft markets basically offered

three flavours i.e. Orange, Lemon and Cola.

1990 saw the coming of the multinational company PEPSI entering the

Indian market. 11 years after the exit of Coca Cola. It had name, fame and

edge of being one of the best in the game and it also offered stiff competition

to Parle and Coke. Pepsi Cola Company founded by CALEB BRADHAM

in 1890 at North Carolina in USA. Now it is ranked 86 th (1998) in the

world with the asset of around $25000 million, having its head quarter at

ATLANTA. Pepsi Co. India’s HQ is at Gurgaon. Presently is operating in

196 countries. In India it has 34 Bottling Plant of them 8 are COBO and 26

are FOBO. COCA COLA entered India in the year 1993 In collaboration

with PARLE INDIA LTD

26
The product range of COCA-COLA CONSISTS of :

COLA LIME LIME MANGO M.WATER &

ORANGE
SODA

COKE, FANTA LIMCA SPRITE, MAAZA KINLEY

THUMS SPRITE
UP ICE

The product that has given the world its best known taste was born in

Atlanta, Georgia on May 8, 1886. Coca plant and Kola nut being the main

ingredients of the drink. Initially the drink was positioned as a medicine to

cure headache and depression.

Coca Cola’s success came from advertising which it an emblem of good

things in America. The themes of all the ads of the drink have remained

more or less constant since the early days that is, “Drink Coca Cola,

Delicious and Refreshing” to “Always the Real Thing”. Coca Cola is now

available in 198 countries which is more than the UN membership. The

turnover of the company being $18 billion which is less than PepsiCo’s

turnover. The reason being that PepsiCo has diversified into fast food and

snacks business as well, but Coca Cola is much more focused on its core

27
area of business. The market value of the company is 8 times greater than

that of Pepsi.

After leaving India in the year 1977 Coca Cola re-launched its drink in the

sub continent in 1993 by taking over Parle for Rs. 150 crore. The company

took over all the brands of Parle including Thums Up.

Coca Cola’s market share is 13 percent which is less than that of Thums Up

which stands at 15 percent. Pepsi is the market leader with 26 percent

market share.

Coca Cola has been a subdued player with sub standard marketing and

expenditure being another hurdle. Their has been a drop in sales of all the

brands of Coca Cola company that could be because of neglected its Indian

brands, especially Thums Up which was the strongest player in the Indian

market. Out of the total expenditure of Rs. 27 crore, 81 percent was spent

on Coca Cola and only 9 percent was spent on Thums Up. Now Coca Cola

has earmarked Rs. 40 crore to promote its products.

The recent move by the company to acquire an equity stake in its 53 bottlers

has backfired, with the bottlers retaliating strongly. The company is

channelising $ 700 million in expanding bottling capacities to create

integrated bottling system.

28
Coca Cola was the first in the country to launch can’s, plastic cap leak proof

bottles and also full length delivery crates.

Coca Cola is also diffused on its strategy between its own the acquired

brands. All the bottlers of Coke are franchises as compared to Pepsi’s whose

half the bottlers are self owned.

Coca Cola was airing Creative Artists Agency ads till recently which were

looked on with interest by the young urban consumer but the older lot

seemed dazed. In February 1995 the advertising changed with Sushmita

Sen., the model. At the end of its all no one seams to sure of what Coke

really wants to say or do. It has not said anything about being the real thing

that is the positioning it wants to adopt. Whereas the generation. Red

romance is still isn’t a single minded message. Coke has been an erratic

marketer, the print campaigns are more often than not product launch

announcements and promotions, when they happen, they are too poorly

publicized.

Today the company is in a peculiar situation with competing brands in it

portfolio. The company has now decided that applying international

strategies will not work here, one has to localize its venture like Pepsi has

done. The company must beef up the existing brands or do away with them.

29
 All India Division COBO’s are now ISO-14001 Certified

All 25 of the Indian Division’s Company-owned bottling plants have gained

the international standard ISO 14001 Environment Management System
certificate. The ISO-14001 certificate is the internationally recognized
standard of Environmental Management.

A company must demonstrate management commitment, the total

involvement of all employees and a compliance with applicable regulatory
and internal company standards.

Strict Division compliance with the eKO system ensured that the bottling
plants were ready to meet the tough evaluation criteria and standards of the
ISO auditors.

After only 15 months, when certifying agency Det Norske Veritas completed
its audit and granted the ISO certification to the Patna plant in eastern State
of Bihar, every plant in the company owned bottling system held the coveted
certificate.

“We have been able to achieve this due the unwavering commitment and
belief demonstrated by all our associates in protecting, preserving and
enhancing the environment”, says India Division President Sanjiv Gupta.
The India Division Environment Resource Management team guided the
plant teams in implementing systems that helped fulfill the requirements of
the ISO Certifying system. Strict division compliance with the eKO system

30
ensured that the bottling plants were ready to meet the tough evaluation
criteria and standards of the ISO auditors.

The environment management system has resulted in other significant

business benefits, including conservation of resources, increased
productivity and reduction of overall wastages. The division is now working
hard to extend the ISO footprint across the entire franchisee owned bottling
system as well.
Atmakuru Unit has won the Golden Peacock National Quality Award 2017.
The award was presented at a gala function in Bangalore on Jan 24 th, 2018
by the Industries Minister, Karnataka.

Vijayawada, March 13, 2017: Hindustan Coca-Cola Beverages Private

Limited (HCCBPL) announced that its Atmakuru Unit in Guntur district,
Andhra Pradesh has been awarded the prestigious “Golden Peacock National
Quality Award 2003” for excellent quality standards, high productivity and
Community relationships. The award was given to the company by The
Institute of Directors, (IOD) Delhi, an independent body constituted by
eminent industrialists, bureaucrats among others and recognizes the
achievements of manufacturing units under the categories of Environment,
Quality and Corporate Governance.

The Atmakuru unit has been judged as the best plant in the Medium
Manufacturing category for Food and Beverage Industry encompassing
under Quality Processes, among 272 entries received from across the
country. The annual award winner is decided using a long assessment

31
procedure, which also includes a visit to the facility by a team of experts
from IOD.

Commenting on the Award Mr. Ashok Namboodiri – Area General

Manager, HCCBPL, said “We are proud to have received this coveted
award. At Coca-Cola, Quality is more than just something we taste or see or
measure. It shows in our every action. We relentlessly strive to exceed the
world’s ever-changing expectations because keeping our Quality promise in
the marketplace is our highest business objective and our enduring
obligation”.

The unit has received many awards and recognitions for its achievements
and performance. The Pollution Control Board and Government of Andhra
Pradesh awarded “Excellence in Water Conservation and Pollution Control”
to the Atmakuru unit in 2017.

The unit certified for ISO 9001, ISO 14001 and is in the final stages of
getting certified for Food Safety Management System (HACCP) from
accredited Certification Company DNV.

32
 Marketing – Awards & Honours
Coke’s Dasna Unit Bags Global Environment Award

33
 Marketing – Awards & Honours
Coke’s Dasna Unit Bags Global Environment Award

Our Bureau
New Delhi, May 31

HINDUSTAN Coca-Cola Beverages said on Monday that its Dasna unit

near Ghaziabad had won the prestigious “Golden Peacock Environment
Management Award – 2018” for excellent environment practices and
effective control of environmental impact.

The award will be presented to the company by the Institute of Directors, an

independent body that recognizes the achievements of manufacturing units
under the categories of Environment, Quality and Corporate Governance, in
association with the World Environment Foundation next month during the
sixth World Congress on Environment Management, Coke said in a
statement here.

“We are proud to win this coveted award. We will continue to further
improve our systems and are confident of making a significant positive
impact on our environment in times to come”, the President and CEO of
Coca-Cola India, Mr. Sanjiv Gupta, said.

34
The statement said Coke’s Dasna plant achieved this distinction by adhering
to the Coca-Cola Company’s internal global quality programme called the
Coca-Cola Quality System, which covers environment management while
taking into account safety sand loss prevention, product quality, packaging
quality, process capability improvement and customer satisfaction.

35
 ORGANIZATION OF THE COCA-COLA SYSTEM

THE COCA-COLA SYSTEM

THE COCA-COLA COMPANY BOTTLING PARTNERS

NORTH AMERICAN INTERNATIONAL BUSINESS

BUSINESS SECTOR SECTOR

COCA COCA COCA THE THE THE THE LATIN

COLA COLA COLA MIDDLE GREATER AFRICAN AMERICA
USA LIMITED FOODS & FAR EUROPE GROUP GROUP
EAST GROUP
OPERAT
GROUP
ION

36
 OUR BUSINESS FRAMEWORK

PEOPLE
Main assets of the
CO. developed to
meet the challenges
of the business
environment
COMMITMENT PEOPLE
People must be Main assets of the
committed in CO. developed to
achieving the meet the challenges
business goals, and of the business
feel secure in environment
making business
decision.

OUR MISSION
The mission is the focal point for the Co. It
needs these components working in
conjunction to achieve the mission.

INTERNAL CONTROL POLICY/PROCEDURE

It is the thread that binds Provides the guide and
all components together, structure for conducting the
and provides the business
framework to work
GOALS/OBJECTIVES
Provide the tagets that are
in line with the overall
mission

37
 THE COKE VALUE CHAIN

Suppliers

ONE WAY PACK (PET/CANS)

Procurement

Customer Consumer
Concentrate Production of Distribution of (Channel
Plant the Beverage Beverage Segments)

Company Owned Direct Distribution

Bottling Operation
TWO
Franchisee Owned Indirect WAY PACKS
Bottling Operation Distribution

(RGB)
Strategic
Information Process External
System Affairs

Marketing Finance

Legal Human Resources

38
SOME COMMON TERMS
IN
THE Coca-Cola SYSTEMS

39
 SOME COMMON TERMS IN
THE Coca-Cola SYSTEMS
Availability:
A term used to designate the presence of a product and/or package in
an outlet (50% available means that a particular item is available for
purchase in one-half of the total business locations that normally stock
that particular product and/or package type).

Beverage Section:
A special display area for beverages in a retail store.

Bottle:
A traditional package for beverages currently available in refillable
and non-refillable glass and plastic in a variety of sizes.

Bottler:
The main Business partner in the Coca-Cola system responsible for
manufacturing sales, distribution and merchandising of Coca-Cola
products. The term refers to the entire bottling organization.
Closure:
A durable box, usually made of plastic or cardboard used to contain
bottles or cans of beverages.

The Coca-Cola System:

The Coca-Cola Company and its Bottler partners.

40
Concentrate:
A package of ingredients from which a beverage syrup is prepared.
Concentrate is shipped from a syrup plant to the bottling plant, where
it is mixed with the proper amount of treated water and sweetener by
the Bottler. The result is a syrup which, when combined with
carbonated water in the prescribed proportions, yields finished
beverage product.

Consumer:
Someone who drinks, or consumers our products. Consumers are
critical to the success of The Coca-Cola Company.

Consumer Satisfaction:
A feeling from a consumer who is pleased and satisfied with his
purchase.

Conventional Route Sales:

Sales system in which the day’s sales is predicted ahead of time and
the sales truck loaded accordingly. The salesperson then calls upon
business locations on a specific route, selling products as he goes.

Cooler:
An ice box are mechanically refrigerated unit from which the
consumers may obtain cold bottles or cans of our products.

41
 MAAZA

“Yaari-Dosti Taaza Maaza”.

With the real fruit taste kids love, plus added calcium, Maaza’s tagline,
“Yaari-Dosti Taaza Maaza” means “Friendship moments with fresh Maaza”
in Hindi.

Maaza was introduced in India in 1984 as a non-carbonated mango fruit

drink. It was acquired by The Coca-Cola Company in 1993 and is currently
available in three flavors, mango, pineapple and orange, plus added calcium.

Maaza manufacturing unit is located in Najibabad which is delivering in all

over Western and East U.P. through that Najibabad manufacturing unit
become Maaza is a fifth largest selling brand of Coca-Cola. Maaza has
mango fruit test its flavour introducing before Sliece Pepsi Copy its.

42
 SPRITE

Clear, crisp, refreshing

Introduced in 1960, Sprite is the world’s leading lemon-lime flavored soft

drink. Sprite is sold in more than 190 countries and ranks as the No. 4 soft
drink worldwide, with a strong appeal to young people.

Millions of people enjoy Sprite because of its crisp, clean taste that really
quenches your thirst. But Sprite also has an honest, straightforward attitude
about things that sets it apart from other soft drinks. Sprite encourages you
to be true to who you are and to obey your thirst.

According to survey for it has found out that Sprite is a lemon-lime flavored
soft drink. I asked about Sprite brand then I found out that when not
available Limca brand of Retail outlet then customer or consumer demand to
Sprite brand through all over region survey gone on statement Sprite is
fourth largest selling brand of Coca-Cola in Ghaziabad.

43
 THUMS UP

Strong Cola Taste, Exciting Personality

Thumps Up is a leading carbonated soft drink and most trusted brand in

India. Originally introduced in 1977, Thumps Up was acquired by The
Coca-Cola Company in 1993.

Thums up is known for its strong, fizzy taste and confident, mature and
uniquely masculine attitude. This brand clearly seeks to separate the men
from the boys.

Its tag line says it all: “Thumps Up, I Want My Thunder”.

Thumps Up is a number one largest selling brand of Coca-Cola in

Ghaziabad region urban area only in Ghaziabad rural and semi-urban areas
are second largest selling brand after PEPSI because they are aware Thumps
Up brand that what has extra entity in Thumps Up.

44
 DIET COKE/COCA-COLA LIGHT

Diet Coke was born in 1982 and quickly became the No. 1 sugar-free drink
in diet-conscious America. Known as Diet Coke in the U.S., Canada,
Australia and Great Britain, and as Coca-Cola light in other countries, it’s
now the No. 3 soft drink in the world.

It’s the drink for people who want no calories, but plenty of taste. Ad
campaigns around the world for Diet Coke share a playful, sophisticated and
sexy attitude. Visit our Audio/Video Center to witness how the diet Coke
North American ad campaign celebrates the real and human attributes that
make people alluring in the eyes of others.

45
 COCA-COLA

Coca-Cola is the most popular and biggest-selling soft drink in history, as

well as the best-known product in the world. Created in Atlanta, Georgia by
Dr. John S. Pemberton, Coca-Cola was first offered as a fountain beverage
by mixing Coca-Cola syrup with carbonated water.

Coca-Cola was registered as a trademark in 1887 and by 1895 Coca-Cola

was being sold in every state and territory in the United States. In 1899, the
company began franchised bottling operations in the United States.

Today, you can find Coca-Cola in virtually every part of the world. The
Coca-Cola Company has nearly 400 beverages in its portfolio.

Today you can find Coca-Cola in each and every area of Ghaziabad region
early because Coca-Cola is a largest number one brand among all soft drink
brand so its known as that thunda matlab Coca-Cola that if I would like
drink thunda only Coca-Cola.

46
 FANTA

A favorite in Europe since the 1940s, Fanta was acquired by The Coca-Cola
Company in 1960. Fanta Orange is the core flavor, representing about 70%
of sales, but other citrus and fruit flavors have their own solid fan base.

Consumers around the world, particularly teens, fondly associate Fanta with
happiness and special times with friends and family. This positive imagery is
driven by the brand’s fun, playful personality, which goes hand in hand with
the bright color (particularly orange), bold fruit taste, and tingly carbonation.

Fanta sells best in Brazil, Germany, Spain, Japan, Italy and Argentina. Fanta
distribution was increased in the U.S. in 2016 with the return of four flavors:
orange, strawberry, pineapple and grape. Orange, the biggest seller, is now
available in most of the country.

47
 VANILLA COKE THE BRAND, THE STRATEGIES
AND THE CHALLENGES

Vanilla Coke, launched first on 7th April this years is a continuation of the
Cola major’s endeavor to offer new products to consumers, the new drink
offers the ‘same true taste of Coca-Cola with a hint of vanilla flavour. The
company, which has invested $100 million in expanding production capacity
during the last two years, launched the Vanilla-flavoured Coke only in the
metro cities first as it faced production crunch. The first phase of launch
would over 17 per cent of the population. Vanilla Coke was launched in
500ml PET bottle first and later in 200ml glass bottles and cans. This launch
was a continuation of Coca-Cola’s endeavor to offer new products to its
consumers. Vanilla Coke has been very successful in the international
market and the product has the potential to be a bestseller here in India too.
And while still in its nascent stage, the impact on Coke itself seems to be
very synergistic. After recording 20-30 per cent sales rise last year, Coca-
Cola India expects to maintain the same level in 2004 even as it faced
production constraints with regard to its newly-launched Vanilla-flavoured
Coke.

48
 WHY DID DERBY RESPONDENTS PAN VANILLA COKE?

Just a quarter of the respondents in the ninth Brand Derby considered

Vanilla Coke one of the successful brand launches of the past year. On the
other hand, 67 per cent felt it was “not successful”, with 32 per cent of the
respondents considering it the “least successful” brand launch. Ironically,
“irrelevant” advertising was cited as one of the reasons why Vanilla Coke
was considered a failure. The other issues raised by the respondents
included “wrong positioning”, “no connect with Coke as a brand” and “bad
product”.

Than can’t be welcome news for Coca-Cola India, which introduced Vanilla
Coke in April 2017 as its first flavour extension of Coca-Cola (a brand
extension, Diet Coke, was launched more than five years ago). Globally, too,
Vanilla Coke is Coca-Cola’s fourth extension (it was introduced in the US in
2002), after Diet Coke (also called Coke Light in 1982.

Contrary to what Derby respondents believe – “no research done in Indian

palate” and a “mismatch of target group and communication” – Vanilla
Coke is the product of extensive market research by Coca-Cola. The finding
that urban consumers are fond of “floats” – ice-cream in cola – was the
trigger, aided by the positive response to Vanilla Coke in South East Asian
markets such as Hong Kong and Thailand.

There’s no no doubt that the TV ads and outdoor promotions were

successful in generating hype and awareness for the brand. “”Wakaw” (a
distorted abbreviation of Vanilla Coke, used in the ads) quickly caught on as
49
a slang for “cool and different” – all that Vanilla Coke stands for. Then,
research shows that the urban youth segment is the most willing to try new
variations in beverages. Flavours like Vanilla still find favour mainly in
urban markets. Which is why Vanilla Coke was priced within reach of the
regular cola: Rs. 6 for 200 ml (Re 1 more than Coke), Rs. 8 for 300ml and
the PET bottle at Rs. 15 for 500ml (against Rs. 15 for a 600ml bottle of
Coke).

According to a retailer in the South Mumbai area, the product’s sales have
been rapidly dropping. Consider this. While he was selling about 48 bottles
of Vanilla Coke a day initially, three months after the launch, his monthly
sales has dropped to 24 bottles. And now, just eight months after the launch,
he manages to sell only four or five bottles of Vanilla Coke.

“The plan was to specifically target for the ‘season’ and we launched Vanilla
Coke in the season to create excitement in the cola category and offer the
youth a new flavour. And, while Coke has a much broader audience, Vanilla
Coke was sharply targeted at teenagers in metros”.

Vanilla Coke was out of context and had no connection with Coke as a
brand. Vivek Oberai as a mock-Elvis brand ambassador – complete with
bell-bottoms and exaggerated.

But why did Coca-Cola introduce a flavoured cola? Market sources and
company officials say one of the reasons may be the falling market share of
Coca-Cola as a brand, although they don’t divulge numbers. If that’s true,
product extension may have been the best possible option.
50
Not that Coca-Cola India’s track record with product extensions has been
promising. In 2001, the company launched Fanta watermelon, a variant of
Fanta orange – and withdrew it within six months. A few months later, in
July, it launched another variant, Fanta green apple – and took it off the
shelves within four months.

But that may be more a quirk of the market than any short-coming in
marketing. “People don’t fancy changes in soft drinks for too long. It is
strictly a fad,” says a market watcher. To be sure, earlier forays into
flavoured extensions by other players also didn’t quite set the carbonated
soft drink (CSD) market fizzing. In 2015, Pepsi launched two brand
extensions of its flagship cola brand – Pepsi A-ha and Pepsi Blue. While the
former had to be phased out owing to its slow offtake, the latter was
launched as a limited edition to leverage the association with the Cricket
World Cup.

That’s no all. Over 60 per cent of the CSD market is still dominated by
regular, black colas. The rest is split between flavours like orange
(dominated by Coca-Cola’s Fanta and Pepsi’s Mirinda), lemon (Coca-Cola’s
Limca) and clear, carbonated drinks like Coca-Cola’s Sprite and Pepsi’s 7-
Up. According to industry observers, flavoured extensions of master brands
constitute a negligible part of this segment. Derby respondents clearly think
so too.

51
 RESEARCH
METHODOLOGY

52
 RESEARCH METHODOLOGY

The main objective of project is to find out share of Coke and market
position of each and every brand of Coke its means which brand more
preferred by retailer and consumer compare to competitive product brand.

So each project work has it is own specific purpose we may think of

research objectives as falling into number of brand grouping.

 To know abut the market position and growth rate of Coca-Cola.

 To know about market share of each and brand separately. .
 To study to the retailer consumer toward consumption of Coke.
 The analyse the problem of retailers and stockist related to Coca-Cola.

53
RESEARCH
DESIGN

54
 RESEARCH DESIGN

The problem that follows the task of Defining the research problem is the
preparation of the design of the research project, popularly known on the
“Research Design” decisions regarding what, where, when, how much, by
what means concerning an inquiry or a research study constitute a research
design. “A research design is the arrangement of condition for collection
and analysis of data in a manner that aims to combine Relevance to the
research purpose with economy in procedure”. Design decision happens.

1. What is the study about?

2. Why is the study being made?
3. Where will the study be carried out?
4. What type of data is required?
5. Where can the required data be found?
6. What will be the sample design?
7. Technique of data collection.
8. How will data be analyzed?
9. Which brand customer preferred of the Coca-Cola in Ghaziabad?

55
DATA ANALYSIS

56
 1. THE OTHERS PROMOTIONAL ACTIVITY
RETAILERS
WANT IN GHAZIABAD REGION

Type Respondents Percentage

Advertisement 09 14%
Gift Offers 18 28%
Sales Person 07 11%
Commission 06 9%
Profit Margin 04 6%
Others 21 32%

During the survey I asked the retailers what others promotional activity they
want and I found 14% retailers say advertisement, 28% retailers prefer gift
offer, 11% need sales promotion, 9% interested in commission, and 6% in
profit margin and rest 32% others.

57
 2. THE OTHERS PROMOTIONAL ACTIV-
ITY RETAILERS WANT IN GHAZIABAD
REGION

25

20

15

10

0
Advertisement Gift Offers Sales Person Commission Profit Margin Others

During the survey I found out that gift offer is most important promotional
factor toward increase the sale. I asked the retailers that which are kind of
items following as:
(i) Durable gift items
(ii) Festival gift offer
(iii) Packs gift offer

58
 3. MOST PREFER BRAND BY CUSTOMER OF
GHAZIABAD

Type Respondents Percentage

PEPSI 12 13%
COCA-COLA 67 70%
OTHERS 16 17%

The data which we collected during the survey the data has drawn in the
table and from this table we know that 13% retailers selling PEPSI, 70%
retailers selling COKE and 17% of retailers selling OTHERS in their shop.

MOST PREFER BRAND BY CUSTOMER OF

GHAZIABAD

70
60
50
40
30
20
10
0
Pepsi Coke Other

59
 4. THE MOST PREFERRED BRAND OF COKE
LIKE BY CUSTOMER

Type Respondents Percentage

Thumpsup 42 65%
Limca 07 10%
Coke 11 17%
Maaza 05 8%

During the survey I asked the customer about the brand preference and I
found that maximum number of retailers prefer Thumpsup

60
 5. REASON FOR HIGH DEMAND

Frequency Respondents Percentage

Price 33 35%
Test 20 21%
Availability 25 26%
Packaging 06 6%
Others 11 12%

REASON FOR HIGH DEMAND OF COKE

35

30

25

20

15

10

0
Price Test Availability Packaging Others

61
 6. GHAZIABAD RETAIL SATISFACTION WITH
DISTRIBUTION CHANNEL

Type Respondents Percentage

Yes 56 86%
No 09 14%

During the survey I asked the retailers about the distribution channel, 86%
retailers satisfied about the distribution and 14% say no.

GHAZIABAD RETAIL SATISFACTION

WITH DISTRIBUTION CHANNEL

No
14%

Yes
86%

7. ANALYZING DATA (GHAZIABAD)

62
 CONSUMER OF COKE

Type Respondents Percentage

Yes 95 95%
No 05 5%

During the survey I asked the customer have they takes coke I found that
95% customers say Yes and 5% says No. then I reached on that statement
95% consumer would liking using Coke as a soft drink.

CONSUMPTION OF COKE
GHAZIABAD

No
5%

Yes
95%

8. THE INCENTIVE PREFERRED BY RETAILERS

IN GHAZIABAD REGION

63
 Frequency Respondents Percentage
Gift Offers 28 43%
Profit Margin 08 12%
Commissions 20 31%
Others 09 14%

During the survey the data which we have collected shown in the table.
From the table we know the 43% retailers preferred gift offers, 12% profit
margin, 31% commissions, 14% others.

THE INCENTIVE PREFERRED BY

RETAILERS

14% Gift Offers

43%
Profit Margin
31% Commissions
Others
12%

9. THE AVAILABILITY OF COCA-COLA

IN GHAZIABAD REGION

64
 Type Respondents Percentage
Yes 59 91%
No 06 9%

THE AVAILABILITY OF COCA COLA IN

URBAN AREA OF GHAZIABAD

No
9%

Yes
91%

DATA ANALYSIS
ANALYZING DATA (GHAZIABAD RETAILER)

65
 THE LARGEST SELLING BRAND IN COKE

Frequency Respondents Percentage

Thumsup 53 56%
Sprite 08 8%
Coca-Cola 24 25%
Limca 05 5%
Maaza 03 3%
Vanilla 02 2%

During the survey I asked the retailers about the largest selling brand in coke
and I found that maximum number of retailers told Thumsup is the highest
selling brand in coke. From the table we get the data that 56% retailers say
Thumsup, 8% retailers say Sprite, 25% retailers Coca-Cola, 5% retailers say
Limca, and 3%, Maaza 2% Vanilla.

66
 CONCLUSION

CONCLUSION

Company is investing a big amount to full fill the demands of retailers and
try to cover more and more market through retail promotion.

67
1. Most of the people like to take cold drinks because it gives refreshment. It
keeps them cool & relaxed in the hot & humid days of summer.
2. After the filed survey it was found that the major no. of people like to take
the Thumps up and rated Thumps up as the no.1 brand .Because of its flavor
& taste .They like Coke as no.2 brand 7 Pepsi as no.3 brand.
3. Major no. of people likes to take the soft drink once a week.
4. In citric flavor cold drink, people like mostly the Sprite of the Coke brand
in Comparison of the Mountain Dew & 7’up of Pepsi.
5. In Lemon flavor cold drink, people like mostly Limca.
6. In Orange flavor cold drink people like mostly Fanta of the Coke brand.
7. In Mango flavor cold drink, people like mostly Frooti then Mazza.

68
SUGGESTIONS

69
 SUGGESTIONS

1) The company should have feed back from market and consumer
about the product for sales promotion.
2) The shape of the bottle should be like easy to handle. It must be
eye catching.
3) The brands should be available in small hard plastic cans so as to
avoid rust.
4) The company should associate itself with most of the games or
tournaments like football, cricket, hockey and so on.
5) Company should also sponsor movie so as to promote coke brand.
6) Free gifts inside the peak during festival, off-season.
7) Company should provide sponsored Coca-Cola T-shirts to staff
members.
8) Company should maintain healthy relationship with market
channel i.e. whole seller, distributor, retailers which will boost the
brand image, sales and goodwill of the company and product as
well.
9) The company should pay especial attention on putting it’s out-let
in posh areas as well as in customer frequent visit areas such as
Airlines Railway Station, and reputed restaurant.
10) Service of distributaries channel to the Retailers, Stockiest and
shopkeeper should be on time and two times in a day. “(evening-
morning)”.
11) Company should also take the bust bottle from retailer and shopper
so as to remove burden from shopkeepers.

70
SWOT ANALYSIS

71
 SWOT ANALYSIS

SWOT analysis is an important technique by which a company can know its

positive features and can over come its negative aspects.

Therefore SWOT analysis plays an important role to formulate the business

strategies for any company which are based on its strengths, weakness,
opportunity and threats.

SWOT analysis is an important aspect to be aware about the:

PRESENT: WHAT IS OUR MARKET SHARE.

PAST: TO LEARN ABOUT THE WEAKNESS FROM THE PAST.
FUTURE: IN ORDER TO SECURE AN STRONG TOMORROW.

SWOT analysis also helps a company to analyze where they stand in

comparison to other soft drinks.

72
 STRENGTHS

1) In Coke the Thumsup and Limca is a cash cow for the company
and worldwide accepted by the people.
2) The customer enjoys a strong as well as soft brand which are
preferred by the customers.
3) It has broad distribution channel across the India with a good
infrastructure.
4) The availability of the product is strength, which attract the
customer and consequently, build the strength of the product.

WEAKNESS

1) It does not take care of the retailers like replacement of the burst
bootless.
2) Coke company does not make healthy relation with retailer and
stockiest because some time they does not get there preferred
brands.
3) The company does not take the feed back from the retailers and
stockiest.
4) The company should maintain the hospitality between the retailers
and consumer.

73
 OPPORTUNITIES

1) Growing middle and lower class with increase in purchasing power

because of reasonable rates.
2) NCR and Delhi has a very potential market for Coke.
3) It should launch a brand, which gives an impression of chilling
effect to the customer.
4) Special scheme are frequently provided by the company like
Family-Fridge in very reasonable rates.

THREATS

1) Changing Govt. policies

2) Company has to change it’s policy accordingly as compared with
the other brands.
3) Take frequent checks what the competitor brands are doing.
4) Changing behavior of the customer according to there
precipitation.

74
BIBLIOGRAPHY

75
 BIBLIOGRAPHY

The project work completed by us through hard work, dedication and

devotion of time.

Which has helped up to know about the market trend and strategy also about
the purchasing and selling capacity of retailer and consumer.

 http://www.rediff.com
 http://www.domain_b.com/companies/companies_c/coca-cola_India/
20040408_vanilla_coke.htm
 http://www.indiantelevision.com.
 Marketing management by Philip Kotler.
 www.google.com

76
QUESTIONNAIRE

77
 QUESTIONNAIRE

1.What do you consume to quench your thirst?

(a) Water….. (b)Soft drink…. (c) Juices…. (d)Tea/Coffee…..

2.Do you take soft drink?

(a)Yes….. (b)No…… (If no, go to qus.15)

3. If yes then which one.

(a)Coke…. (b)Pepsi….. (c)Fanta….. (d)Mountain Dew……
(e)Thumps Up…(f)Other (Please specify)……….

4. You like this particular brand because of it.

(a)Taste…. (b)Brand image…. (c)Availability….. (d)To
enjoy/refresh……

5. Which flavor you like most?

(a)Cola….. (b)Orange… (c)Citric/clear lime (d) Lemon…..
(f)Others……..

6. In your opinion which soft drink is of better taste?

(A) In cola flavor.
(a)Thumps Up….. (b)Coke…. (c)Pepsi……
(B) In citric flavor.
(a)Sprite…. (b)Mountain Dew…… (c)7’up….
(C) In lemon flavor.
(a)Limca…. (b)Mirinda lemon….. (c)Others…
(D) In orange flavor.
(a)Mirinda orange…. (b)Fanta…. (c)Others…
(E) In mango flavor.
(a)Mazza… (b)Slice…. (c)Frooti…. (d)Real juice…

7. Which brand is most easily available in retailer’s shop.

(a)Pepsi…. (b)Coke… (c)Thumps up…. (d)Fanta….
(e)Mirinda… (f)Others…

78
8. You prefer drinking soft drinks.
(a)With snakes…. (b)With food (lunch)…..
(c)Other please specify……

9. Which other flavor you would like to be available in soft drink.

(a)pineapple…(b) Vanilla… (d) Lichi….
(e)Strawberry….(f)Other please specify……

79
 QUESTIONNAIRE

 What types of stock you kept in soft drink?

(a)PEPSI (b)COKE (c)LOCAL

 If you kept Coke then, which flavor do you like to sale?

(a)COKE (b)THUMPS UP(c)FANTA(d)LIMCA
(e)SPRITE(f)MAZZA

 How much quantity kept by you?

(a)1-3 (b)4-6 (c)Above 6
I
 If you kept COKE then, why do you like to stoke it?
(a)Scheme (b)Delivery (c)Behavior (d)Demand

 Which age group like to purchase it?

(a)Below 13 (b)13-23 (c)24-40 (d)Above-40

 Any suggestion to Coca cola soft drink company-

80