A

Summer Training Project Report

On
“To the execution of horizontal expansion and expanding products or
services to new markets (Pratapgarh)”

For the Partial Fulfillment of the Requirement for the Award of

Master of Business Administration

Submitted by:
SWARNIM SRIVASTAVA Submitted To:
DR. ANSHUL PANDEY
(Asst.Prof. UIM)
MBA-3rd Semster
Roll No. 2200110700226
Section-E

BATCH : (2022-2024)

Department of Business Administration

United Institute of ManagemenA-31 UPSIDC Industrial Areas, Naini, Prayagraj Ph.0532-
2686070, 2686090, Fax- 0532- 2687147
 A-31 UPSIDC Industrial Areas, Naini, Allahabad – 211010
Ph. 0532-2686070. 2686090 Fax 0532-2687147

Certificate

Summer Training Project Report – 2022

This is to certify that Mr/Ms ......................................................................................................... ,

Roll No ..............................................................,student of MBA 3rd Semester of our institute has
undergone Summer Training as per details mentioned below:-

 Organization
………………………………………………………………………………….
 Project/Title…………………………………………………………………...……………
…

He / she has carried out the training under my supervision and has completed the
same in conformance with / partial fulfillment of the provisions of AKTU, Luck
now.

The work is original and has not been submitted anywhere else in any manner.

Signature……………………………………
Name -
Mr./Ms/Dr…………………………….
Project guide
Department of Business Administration
Date…………………………………………..

Counter signed
Signature…………………

(Prof K K Malviya)
Principal
Date…………..…….
Dr APJ ABDUL KALAM. TECHNICAL UNIVERISTY,
LUCKNOW Campus Knowledge Park III. G.B. Nagar Ph: 0120-3230169.
2322209Fax : 232220 Cor Road, Allahabad-211003
 PREFACE

The course of MBA require one to undergo a summer training research project report with
the 3rd Semester UNITED INSTITUTE OF MANAGEMENT, PRAYAGRAJ, so as to
get knowledge and understanding the aspects of all the theories read.

It helps us to make the best use of our skills and intelligence so as to make a better research
report.

It is really the most important thing during the course of the study.
 INDEX

S.NO. TABLE OF CONTENTS PAGE NO.

1 OBJECTIVE OF STUDY

2 REVIEW OF LITERATURE

3 INTRODUCTION

4 RESEARCH METHODOLOGY

5 DATA ANALYSIS AND INTEPRETATION

6 FINDINGS

7 RECOMMENDATIONS

8 CONCLUSIONS

9 BIBLIOGRAPHY

10 ANNEXURE
 ACKNOWLEDGEMENT

Learning experience is like no other, but to learn one seeks a teacher, a guide,
a mentor I express gratitude towards my Chief Proctor of UIM Dr.Anshul
Pandey, my internal guide at United Institute of Management for imparting
useful knowledge and helping me refine my report.

The help and support given by you bus made my understanding better and
can never be repaid. I would also like to express my sincere gratitude to Prof.
K.K. Malviya (Principal of UIM), Dr. Rohit Vishwakarma (H.O.D of
UIM), and Mr. Rohit Pandey Sir (Sales Executive Pratapgarh), SLMG
BEVERAGES, and faculty of UIM for providing me cordial support and
guidance.

Later I would also like to thanks my parents and my friends without whom
this project could not have been a success

IF YOU WISH YOUR MERIT TO BE KNOWN, ACKNOWLEDGE THAT

OF OTHER PEOPLE.

Swarnim Srivastava
2 Year M.B.A Roll No: 2200110700226
 DECLARATION

I hereby declare that the Project work entitled Marketing practices amongst

New outlets in state of UP submitted to the UNITED INSTITUTE OF

MANAGEMENT. PRAYAGRAJ is a record of an Original work done by

me under the guidance of Dr.Anshul Pandey (Chief Proctor UIM) and this

project work is submitted in the partial fulfillment of the requirement for the

award of the degree of Masters Of Business Administration (MBA) to Dr.

APJ Abdul Kalam Technical University, Lucknow. To the best of my

knowledge the result embodied in this project has not been submitted to any

other University or Institute for the award of any degree.

SWARNIM SRIVASTAVA

MBA 2ND YEAR

ROLL NO. 2200110700226

PLACE: PRAYAGRAJ
 OBJECTIVE OF THE REPORT

 To study the role of distribution channels in beverage industry.

 To identify the various issues and challenges which act as barrier in

beverages. distribution channels..

 To study the competitors strategies and its impact on coca cola.

 To formulate strategy to overcome the above issues and challenges.

 REVIEW OF LITERATURE

B cal, R adams (2018)

The purpose of this research was to analysis the efficiency of

global strategies. This paper identified six key strategies
necessary for firms tis be successful when expanding globally.
These strategies include differentiation marketing,
distribution, collaborative strategies, labor and management
strategies, and diversification. Within this analysis, we chose to
focus on the Coca-Cola Company because they have proven
successful in their international operations and are one of the
most recognized brands in the world. We performed an in-
depth review of how effectively or ineffectively Coca-Cola has
used each of the six strategies. The company's Initiatives
complement the role of policymakers, who are primarily
responsible for the safety and prosperity of citizens, often using
the Golden Triangle model that aligns government, civil
society, and the private sector. Examples are drawn from the
empowerment of women and youth; leverage of specialist
expertise in water replenishment and in distribution and
logistic; the impact of global standards of compliance; and the
creation of high-value jobs throughout the expansive value
chain.

The Coca-Cola system is global in scale but multi-local in its

operations, leveraging universal human traits with high
relevance in individual markets.
Tylor and fransis (2016)

This article reviews the role of a global commercial organization The

Co-Cola Company, in tribing or national stability in developing
markets though a strategic approach to social and contribution.

The Company's initiatives complement the role of policymakers, who

are primarily penile the sality and prosperity of citizens, often using
the Golden Triangle model that aligns government, civil society, and
the private sector Examples are drawn from the empowerment of
women and youth, leverage of specialist expertise in water
replenishment and in distribution and logistics the impact of global
standards of compliance and the creation of high-value jobs
throughout the expansive value chain.

The Coca-Cola system is global in scale but multi-local in its

operations, leveraging universal human traits with high relevance in
individual markets.

Ethical leadership can lead to many positive organizational outcomes.

Previous studies have shown a correlation between ethical conduct and
profitability; in addition, firms that have high ethical standards have
fewer legal issues. The existing ethical leadership literature assumes a
stable external environment. The business and peace literature, on the
other hand, assumes instability but has thus far largely ignored the role
of leadership within companies as a possible driver of peace building
activities. The practitioner community has already begun to recognize
that leaders of organizations are the key drivers of change in the
peacebuilding context.

The practitioner community has already begun to recognize that

leaders of organizations are the key drivers of change in the
peacebuilding context. The Business for Peace Foundation, the
foremost organization in the practitioner community.
D kibona (2015)-

The Coca-Cola system is global in scale but multi-local in its

operations, leveraging universal human traits with high relevance in
individual markets. This research tend to evaluate the marketing
strategies make use of by Coca Cola Company in Overseas market
particularly Nigeria.

The four (4) basic marketing strategies which are commonly called the
4ps which denote price, product, promotion and place are exceedingly
used by Coca Cola Company in Nigeria. Coca Cola Company strategy
of sales was price penetration where low price are charged and the
company attends large market as possible. Unlike price skimming
where higher price are charged.
Adam smith (2014)-

The purpose of this study is to investigate The effects of Marketing

Strategies on Organizational Performance, A Study of Nigeria Bottling
Company Kaduna, including Production strategy, pricing strategy,
promotion strategy and place strategy, that eventually influences
Marketing strategies on performance, Marketing strategy has been a
focus of organizations and a tool for attaining overall firm
performance. Our study contributes to the existing study of marketing
strategy by supporting a relationship between marketing strategy
factors and overall firm performance. Deduction from existing
literature enabled a construction of a conceptual model that explains
overall firm performance. Promotion, pricing, distribution, and
product standardization and adaptation have an impact on sales,
customer and financial performance of firms.
 INTRODUCTION

The Coca-Cola Company is an American multinational beverage

corporation founded in 1892, best known as the producer of Coca-Cola. The
Coca-Cola Company also manufactures, sells, and markets other non-
alcoholic beverage concentrates and syrups, and alcoholic beverages. The
company's stock is listed on the NYSE and is part of the DJIA and the S&P
500 and S&P 100 indexes.

The soft drink was developed in 1856 by pharmacist John Stith Pemberton
At the time it was around, the product contained cocaine from coca leaves
and caffeine from kola muts which together acted as a milan The coca and
the cola are the source of the product name, and led to Coca-Cola's
promotion as a "healthy some Pemberton had been severely wounded in the
American Civil War, and had become addicted to the pain medication
morphine. He developed the beverage as a patent medicine in an effort to
control his addiction.
In 1889, the formula and brand were sold for $2.300 (roughly $71,000 in
2022) to Asa Griggs Candler, who incorporated the Coca-Cola Company in
Atlanta in 1892. The company has operated a franchised distribution system
since 1889 [3] The company largely produces syrup concentrate, which is
then sold to various bottlers throughout the world who hold exclusive
territories.
 HISTORY

In July 1886, pharmacist John Stith Pemberton from Columbus, Georgia

invented the original Coca-Cola drink, which was advertised as helpful in
the relief of headache, to be placed on sale primarily in drugstores as a
medicinal beverage.

Pemberton had made many mixing experiments and reached his goal during
the month of May, but the new product was as yet unnamed and
uncarbonated. Pemberton's bookeeper, Frank M. Robinson, is credated
with naming the product and creating its logo. Robinson choose the name
Coca-Cola because of its two main ingredients (coca leaves and kola nuts)
and because it is an alliteration. John Pemberton had taken a break and tell
Robinson to make, promote, and sell Coca-Cola on his own. Robinson
promoted the drink with the limited budget that he had, and succeeded.

American businessman Asa Griggs Candler purchased the Coca-Cola

formula and brand, forming the Coca- Cola Company in Atlanta in 1892. By
1895, Coca-Cola was being sold in every state in the union. In 1919, the
company was sold to Ernest Woodruff's Trust Company of Georgia.

Coca-Cola's first ad read "Coca Cola. Delicious! Refreshing! Exhilarating!

Invigorating!"[8] Candler was one of the first businessmen to use
merchandising in his advertising strategy.[citation needed] As of 1948, Coca-
Cola had claimed about 60% of its market share.] By 1984, the Coca-Cola
Company's market share decreased to 21.8% due to new competitors.
 Acquisitions

Coca-Cola acquired Minute Maid in 1960 for an undisclosed amount.

In 1982, it acquired the movie studio Columbia Pictures for $692

milamoun Coca-Cola then launched a series of entertainment
takeovers, namely Merv Griffin Enterprises and Embassy
Communications in the mid-1980s, forming the Entertainment
Business Sector, which would later merge with Tri-Star Pictures to
start out.

Columbia Pictures Entertainment, with CPE holding a stake in the

company Coca-Cola sold Columbia to Sony for $3 billion in 1989. In
1986, Coke sold off two assets, namely Presto Products and Winker-
Flexible Products to an investment group led by E.O. Gaylord for $38
million.

The company acquired the Indian cola brand Thin Up in 1993, and
Bang's in 1995 (In 1999, Coca-Cola purchased 30% of the shares of
taca Kola for $200 million, subsequently taking control of overseas
marketing and production for the brand In 2001, a acquired the
Odwalla brand of fruit juices, smoothies, and bars for $181 million. It
announced Odwalla's discontinuation 2020. In 2007, acquired Fuze
Beverage from founder Lance Collins and Castanoa Partners for an
estimated $250 million.

The company's 2000 bid to buy Chinese juice maker Hutyuan Juice
Group ended when China rejected its $2.4 billion bid, on the grounds
the resulting company would be a virtual monopoly. Nationalism was
also thought to be a reason for aborting the deal.

In 2011, it acquired the remaining stake in Honest Tea, having bought

a 40% stake in 2008 for $43 million. In 2013, it finalized its purchase of
ZICO, a coconut water company.[In August 2014, it acquired a 16.7%
(currently 19.36% due to stock buy backs) stake in Monster Beverage
for $2.15 billion with an option to increase it to 25% as part of a long-
term strategic partnership that includes marketing and distribution
alliance and product line swap ] In 2015, the company took a minority
stake ownership in the cold pressed juice manufacturer.
 Suja Life LLC In December 2016, it bought many of the former
SABMiller's Coca-Cola operations. The Coca-Cola Company owns a
68.3% stake in Coca-Cola Bottlers Africa Coca-Cola Bottlers Africa's
headquarters located in Port Elizabeth South Africa.

According to the Coca-Cola Company's 2005 annual report, it had sold

beverage products in more than 200 countries that year The 2005
report further states that of the approximately 50 billion beverage
servings of all types consumed worldwide, daily, beverages bearing the
trademarks owned by or licensed to Coca-Cola account for more than
1.3 billion. Of these, beverages bearing the trademark "Coca-Cola" or
"Coke" accounted for approximately 55% of the company's total
gallon sales.

In 2010, it was announced that Coca-Cola had become the first brand
to top E1 billion in annual UK grocery sales. In 2017, Coca-Cola sales
were down 11% from the year before due to consumer tastes shifting
away from sugary drinks.
 INDUSTRY PROFILE

Fast Moving Consumer Goods (FMCG), also known as Consumer

Packaged Goods (CPG) are products that have a quick turnover and
relatively low cost. Consumers generally put lew thought into the
purchase of FMCG than they do for other products.

The Indian FMCG industry witnessed significant changes through the

1990s. Many players had bem facing severe problems on account of
increased competition from small and regional players and from slow
growth across its various product categones. As salt, most of the
companies were forced to revamp their product marketing,
distribution and customer service stegies to strengthen their poction in
the market.

By the turn of the 20th century, the face of the Todin FMCG industry
hadchanged significantly. With the liberalization and growth of the
Indianeconomy, the Indian customer witnessed an increasing exposure
to newdomestic and foreign products through different media, such as
televisionand the Internet. Apart from this, social changes such an
increase in thenumber of nuclear families and the growing mumber of
working couple resulting in increased spending power also contributed
to the increase in the Indian commumers' personal consumption. The
realization of the customersgrowing awareness and the need to meet
changing requirements andpreferences on account of changing
lifestyles required the FMCG producing companies to formulate
customer-centric strategies. These changes had apositive impact,
leading to the rapid growth in the FMCG industry. Increased
availability of retail space, rapid urbanization, and qualified
manpower alio boosted the growth of the organized retailing sector.

HLL led the way in revolutionizing the product, market, distribution

and service formats of the FMCG industry by focusing on rural
markets, direct distribution, creating new product, distribution and
service formats. The FMCG sector also received a boost by
government led initiatives in the 2003 budget such as the setting up of
excise free zones in various parts of the country that witnessed firms
moving away from outsourcing to manufacturing by investing in the
zones.
Though the absolute profit made on FMCG products is relatively
small, they generally sell in large numbers and so the cumulative profit
on such products can be large. Unlike some industries, such as
automobiles, computers, and airlines, FMCG does not suffer from
mass layoffs every time the economy starts to dip. A person may put off
buying a car but he will not put off having his dinner.

Unlike other economy sectors FMCG share fout in a steady

munerirrespective of global market dip, because they generally satisfy
ratherfundamental, as opposed to bursus needs. The FMCG sector,
which growing the rate of 9% is the fourth largest sector is the Indian
Economyand is worth Rs.93000 or. The main contributor making up
32% of thesector, is the South Indian region. It is predicted that in the
year 2010, the FMCG sector will be worth Rs.143000 cr. The sector
being one of thebiggest sectors of the Indian Economy provides up to 4
million jobs (Source: HCCTPL, Mombly Circular)
A BRIEF INSIGHT-BEVERAGE INDUSTRY IN INDIA

In India, beverages form an important part of the lives of people. It is

an industry, in which the players constantly innovate, in order to come
up with better products to gain more consumers and satisfy the
existing consumers

BEVERAGES IN INDIA

The beverage industry is vast and there various ways of segmenting it,
so as to cater the right product to thevright person. The differem ways
of segmenting it are as follows:

 Alcoholic, non-alcoholic and sports beverages.

 Natural and Synthetic beverages.

 In-home consumption and out of home on premises consumption

 Age wise segmentation Le, beverages for kids, for adults and for
senior citizens

 Segmentation based on the amount of consumption Le high levels

of consumption and low levels of consumption perceive beverages
in two different ways Le beverages are a luxury and that
beverages have to be consumed.

If the behavioural patterns of consumers in India are closely noticed, it

could be observed that consumers occasionally. These two perceptites
are the biggest challenges faced by the beverage industry. In order to
leverage the beverage industry, it is important to address this issue so
as to encourage regular consumption as well as and to make the
industry more affordable.

Four strong strategic elements to increase consumption of the products

of the beverage industry in India are:

The quality and the consistency of beverages needs to be enhanced so

that consumers are satisfied and they enjoy consuming beverages.
The credibility and trust needs to be built so that there is a very strong
and safe feeling that the consumers have while consuming the
beverages.

Consumer education is a must to bring out benefits of beverage

consumption whether in terms of health, taste, relaxation, stimulation,
refreshment, well-being or prestige relevant to the category.

Communication should be relevant and trendy so that consumers are

able to find an appeal to go out, purchase and consumer.

The beverage market has still to achieve greater penetration and also a
wider spread of distribution. It is important to look at the entire
beverage market, as a big opportunity, for brand and sales growth in
turn to add I up to the overall growth of the food and beverage
industry in the economy.
 COMPANY PROFILE

MISSION

 Our Roadmap starts with our which is dating dices popoyand the
standard at what we weigh our and

 To refresh the world

 To inspire moments of optimum and happ To create value and

make a difference

VISION

 Our vision serves as the framework for our Roadmap and guides
every aspect of our business by writing what we need to
accomplish in order to continue achieving notable, quality growth
People he a great place to work where people are inspired to be
the beat they can be Portfolio Bring the world a portfolio of
quality beverage brands that accipate and satisfy people's desires
and needs.

 Partners Nurture a winning network of customers and suppliers,

together we create enduring value

Planet les repoble citizen that makes a difference by helping

Productivity: Be a highly effective, lean and fast-moving
organization.

WINNING CULTURE:

 Our Winning Culture defines the attitudes and behavinuts that

will be required of us to make our 2020

 Vision a reality.
LIVE OUR VALUES

 Our values serve as a compass for our actions and describe how
we behave in the world

 Leadership: The courage to shape a better future

 Collaboration: Leverage collective genius

 Integrity: Be real.

 Accountability: If it is to be, it's up to me.

 Passion: Committed in heart and mind.

 Diversity: As inclusive as our brands

 Quality: What we do, we do well.

FOCUS ON THE MARKET

 Focus on needs of our consumers, customers and franchise

partners

 Get out into the market and listen, observe and learn Possess a
world view.

 Remain constructively discontent,

 Work efficiently

ACT LIKE OWNERS

 Be accountable for our actions and inactions

 Steward system assets and focus on building value.

  Reward our people for taking risks and finding better ways to
solve problems.

 Learn from our outcomes what worked and what didn't

BE THE BRAND

 Inspire creativity, passion, optimism and fun

In today's scenario, customer is the king because he has got various

choices around him. If you are not capable of providing him the
desired result he will definitely switch over tothe other provider.
Therefore to survive in this cutthroat competition, you need to be
thebest. Customer is no more loyal in today's scenario, so you need to
be always on yourtoes.

SLMG BEVERAGES
United to Grow Ahead

Faizabad
Coca-Cola slmg would have been an impossible feat within the planned
timeline, had it not been for the single-minded focus and dedication of the IT
and Acxiom Consulting teams,".
The SLMG and Acsiom Comuting teams worked together on the
Power BI project to create relevant and best-in-class dashboards.
These are now used by the organization's senior management to get
insights into the business for better and faster decision-making. The
organization has also witnessed revenue growth with better control in
markets. Here's how Power BI allows SLMG to do better business

 Tracks sales and growth on all time horizons (Daily, MTD, YTD)
for primary and secondary sales

 Identifies top-selling SKUs and customers

 Identifies fast-moving and low-selling products

 Determines Net Sales Revenue

 Tracks AR and AP

 Offers real-time visibility of inventory status (all SKUs) in plants,

warehouses, and distributors across the country, which ensures
stock freshness and allows better production planning

 Live production tracking

 Higher customer satisfaction and retention with a reduced lead

time of delivery and higher fill rates

 Order to Service Time (OST) has improved up to 98 percent

 Increased speed to market due to the integrated system

 Increased savings by rationalizing inventories through better

planning and tracking

 Reduced finished goods write-offs by having aging data readily

available in the system

"We followed a business-first ERP strategy and set our goals, metrics,
and milestones to enable the business become process-driven, system-
controlled, and transparent. This was not a one-time project. It will be
an Ongoing strategy at SLMG to achieve complete digital
transformation,".

Looking forward

SLMG is currently working on the planning, budgeting, demand

forecasting, and transportation management processes as part of its
next phase. With Microsoft CRM and Microsoft Fleet Management
and Transport Logistics system, the organization will achieve higher
efficiencies in planning and execution. This is in continued
collaboration with Acxiom Consulting.

"There will be a continuous stream of innovation from SLMG as we

achieve more milestones in creating an integrated computing
environment," concludes Jha.

Coca-Cola invested heavily in India for the first five years, which got
them credit of being one of the biggest investor in the country,
however, their sales figures were not so impressive. Hence, they had to
re-think their market strategies. Coca-Cola learned from Hindustan
Lever that reducing their will result in more turnover, hence leading to
profit. They launched an extensive market research in India. They
ascertained that in India 3 As must be applied; Affordability,
Availability and Acceptability. Coca-Cola learnt that they were
competing with local drinks such as "NimbuPani", "NarialPani",
"Lassi" etc. and reached to a conclusion that competitive pricing was
unavoidable. Since then they introduced a 200 miglass bottle for Rs.5.

Further, they had different advertising campaigns for different regions

of the country. In the southern part, their strategy was to make
Bollywood or Tamil stars to endorse their products. In various regions
they tried portraying coca cola products with different regional food
products. One of the most famous ad campaigns in India was
"ThandaMatish Coca-Cola'; they featured the same quote with
different regional entities,

Presently, Coca-Cola is the biggest brand in soft drinks and is way

ahead in market share ie 60% in Carbonated Soft drinks Segment,
36% in Fruit drinks Segment, 37% in Packaged water Segment,
compared to its arch rival, Pepsi. Diversifying their product range and
having a competitive pricing policy, they have regained their thrine
With visually all the goods and services required to produce and
market Coca-Cola being made in India, the business system of the
Company desetly 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.

The Indian operations comprises of 50 bottling operations, 25 owned

by the Company, wall another 25 being owned by franchisees. That
apart, a network of 21 contract packers manufactures a range of
products for the Company.

On the distribution front, 10-tunne trucks-open bay three-wheelers

that can navigate the narrow alleyways of Indian cities - constantly
keep our brands available in every nook and corner of the Country's
remotest areas

PRODUCTS OF COCA-COLA SLMG

COCA-COLA

In India Coca-Cola was leading soft drink till 1977 when Government
policies necessitated its departure. Coca-Cola made its return to the
country in 1993 and made significant investments to ensure that the
beverage is available to more and more people, even in remote and
inaccessible parts of the nation

Over the past fourteen years has enthralled consumers in India by

connecting with passions of India - Cricket, movies, music & food.
Coca-Cola's advertising campaigns "Jo ChahoHoJaye"&"Life
Ho Toh Aise’’ were very popular & had entered youths vocabulary. In
2002 Coca-Cola launched its iconic campaign "ThandaMatlab Coca-
Cola" which sky rocketed the brand to make it India's favourite soft
drink brand.
LIMCA

Limca was introduced in 1971 in India. Limca has remained

unchallenged as the No. 1 sparkling drink in the cloudy lemon segment.
The success formala is the sharp fizz and lemoni bite combined with
the single minded proposition of the brand as the provider of
"Freshness"

Limca can cast a tangy refreshing spell on anyone, anywhere. Derived

from "Nimbu"+"Jaise" hence Lime Sa, Limca has lived up to its
promises of refreshment and has been the original thirst choice of
millions of customers for over 3 decades.

THUMS UP

Thums up is a leading sparkling sof drink and most trusted brand in

India. Originally introduced in 1977, Thums up was acquires by The
Coca-Cola Company in 1993. Thams 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.
SPRITE

Sprite a global leader in the lemtion lime category is the second largest
sparkling beverage brand in India. Launched in 1999, Sprite with its
cut-thru perspective has managed to be a true teen icon.

FANTA

Fanta entered the Indian market in the year 1993. Over the years
Fanta has occupied a strong market place and is identifies as "The Fun
Catalyst. Perceived as a fun youth brand, Fanta stands for its vibrant
colour, tempting taste and tingling bubbles that not just uplifts feelings
but also helps free spirit thus encouraging one to indulge in the
moment. This positive imagery is associated with happy, cheerful and
special times with friends.

MINUTE MAID PULPY ORANGE

The history of the Minute Maid brand goes as far back as 1945 when
the Florida Food Corporation developed orange juice powder. The
company developed a process that eliminated 80% of the water in the
orange juice, forming a frozen concentrate that when reconstitute
created orange juice. They branded it Minute Maid a name connoting
the convenience and the case of preparation. Minute Maid thus moved
from a powdered concentrate to the first ever orange juice from
concentrate.

The launch of Minute Maid in India (started with the south of the
country) is aimed to further extend the leadership of Coca-Cola in
India in the juice drink category:

Available in 3 PET pack sizes Le 400ml, 1 litre, 1.25 litres.

MAAZA

Maaza was introduced in late 1970's. Maaza has today come to

symbolise the very spirit of mangoes Universally loved for as taste,
colour, thickness and wholesome properties, Maaza is the mango
lover's first choice.

KINLEY
The importance of water can never be understated, Particularly in a
nation such as India where water governs the lives of the millions, be it
as a part of everyday ritual or as the monsoon which gives life to the
sub continent. Kinley water comes with the assurance of safety from
the Coca-Cola Company.
 HISTORY OF COCA-COLA
The prototype Coca-Cola recipe was formulated at the Eagle Drug and
Chemical Company, a drugstore in Columbus, Georgia by John
Pemberton, originally as a coca wine called Pemberton's French Wine
Coca. He may have been inspired by the formidable success of Vin
Mariani, a European cocaine.

In 1886, when Atlanta and Fulton County passed prohibition

legislation, Pemberton responded by developing Coca-Cola, essentially
a non-alcoholic version of French Wine Coca. The first sales were at
Jacob's Pharmacy in Atlanta, Georgia, on May 8, 1886. It was initially
sold as a patent medicine for five [12:46 PM, 10/8/2023] Sidhu UIM:
cents a glass at soda fountains, which were popular in the United States
at the time due to the belief that carbonated water was good for the
health. Pemberton claimed Coca-Cola cured many diseases, including
morphine addiction, dyspepsia, neurasthenia, headache, and
impotence. Pemberton ran the first advertisement for the beverage on
May 29 of the same year in the Atlanta Journal.

By 1888, three versions of Coca-Cola-sold by three separate businesses

were on the market. Asa Griggs Candler acquired a stake in
Pemberton's company in 1887 and incorporated it as the Coca Cola
Company in 1888. The same year, while suffering from an ongoing
addiction to morphine, Pemberton sold the rights a second time to four
more businessmen: J.C. Mayfield, A.O. Murphey, C.O. Mullahy and
EH. Bloodworth. Meanwhile, Pemberton's alcoholic son Charley
Pemberton began selling his own version of the product.

John Pemberton declared that the name "Coca-Cola" belonged to

Charley, but the other two manufacturers could continue to use the
formula. So, in the summer of 1888, Candler sold his beverage under
the names Yum Yum and Koke. After both failed to catch on, Candler
set out to establish a legal claim to Coca-Cola in late 1888, in order to
force his two competitors out of the business. Candler purchased
exclusive rights to the formula from John Pemberton, Margaret Dozier
and Woolfolk Walker. However, in 1914, Dozier came forward to claim
her signature on the bill of sale had been forged, and subsequent
analysis has indicated John Pemberton's signature was most likely a
forgery as well.
In 1892 Candler incorporated a second company, The Coca-Cola
Company (the current corporation), and in 1910 Candier had the
earliest records of the company burned, further obscuring its legal
origins. By the time of its 50th anniversary, the drink had reached the
status of a national icon in the USA. In 1935, it was certified kosher by
Rabbi Tobias Geffen, after the company made minor changes in the
sourcing of some Ingredients Coca-Cola was sold in bottles for the first
time on March 12, 1894. The first outdoor wall advertisement was
painted in the same year as well in Cartersville, Georgia, Cam of Coke
first appeared in 1955.

The firm bouling of Coca-Cola occurred in Vicksburg, Mississippi, at

the Biedenhars Candy Company in 1991. Its proprietor was Joseph A.
Biedenharn. The original bottles were Bedendars bottles, very different
from the much later hobble-skirt design that is now so familiar.

Assa Candler was tentative about bonding the drink. but two
entrepreneurs from Chattanooga, Tennesses, Benjamin F. Thomas and
Joseph 11. Whitehead. proposed the idea and were so persuasive that
Candler signed a contract giving them control of the procedure for
only one dollar. Candler never collected his dollar, but in 1899
Chattanooga became the site of the first Coca-Cola bottling company.
The loosely termed contract proved to be problematic for the company
for decades to come. Legal matters were not helped by the decision of
the bottlers to subcontract to other companies, effectively becoming
parent bottlers Coke concentrate, or Coke syrup, was and is sold
separately at pharmacies in small quantities, as an over-the-counter
remedy for nausea or mildly upset stomach.

On April 23, 1985, Coca-Cola, amid much publicity, attempted to

change the formula of the drink with "New Coke" Follow-up taste tests
revealed that most consumers preferred the taste of New Coke to both
Coke and Pepsi, but Coca-Cola management was unprepared for the
public's nostalgia for the old drink. leading to a backlash. The
company gave in to protests and returned to a variation of the old
formula, under the name Coca-Cola Classic on July 10, 1985.

On February 7, 2005, the Coca-Cola Company announced that in the

second quarter of 2005 they planned to launch a Diet Coke product
sweetened with the artificial sweetenersucralose, the same sweetener
currently used in Pepsi One. On March 21, 2005, it announced another
diet product, Coca-Cola Zero, sweetened partly with a blend of
aspartame and acesulfame potassim In 2007, Coca-Cola hegan to sell a
new "hesity soda Diet Coke with vitamin B, magic, and rine, marketed
as "Diet Coke Plus On July 5,2005, was revealed that Coca-Cola would
reste operaties in Iraq for the first time since the Arab League
boycomed the company in 1968.

In April 2007, in Canada, the name "Coca-Cola Classic" was changed

back to "Coca-Cola." The word "Classic" was truncated because
"New Coke" was no longer in production, eliminating the need to
differentiate between the run. The formula remained unchanged.

In January 2009, Coca-Cola stopped printing the word "Classic" on

the labels of 16-ounce bottles sold in parts of the southeastern United
States. The change is part of a larger strategy to rejuvenate the
product's image In November 2009, due to a dispute over wholesale
prices of Coca-Cola products, Costco stopped restocking its shelves
with Coke and Diet Coke.

GLOBAL MARKET SHARE OF COCA-COLA

In 2009, the company generated sevenues of $31 billion with $6.8

billion net income. An increased consumer preference for healthier
drinks has resulted in slowing growth rates for sales of carbonated soft
drinks (abbreviated as CSD), which constitutes 78% of KO's sales
KO's profits are also vulnerable to the volatile costs for the raw
materials used to make drinks - such as the com syrup used as a
sweetener, the aluminium used in cans, and the plastic used in bottles.
Furthermore, slowing consumer spending in Coke's large North
American market compounds the challenge of increasing costsand a
weak economic environment. Finally, Coca-Cola cams approximately
75% of revenue from international sales, exposing it to currency
fluctuations, which are particularly adverse with a stronger US Dollar
(USD).

Despite these challenges, Coca-Cola has remained profitable. Though

the non-CSD market is growing quickly, the traditional CSD market is
still large in terms of both revenues and volume and highly lucrative.

The size and variety of KO's offerings in the CSD category, coupled
with the unparalleled brand equity of the Coca-Cola trademark has
allowed KO so main is sure of this important maket XO has sho
responded to consumers changing tastes with new, non-CSD product
bunches and acquisitions ch as that of Glaces in 2007. Strong
international growth has also more than offet a weak domestic market.

On February 25, Coca-Cola Company announced its plan so buy Coca-

Cola Enterprises (CCE) for $12) million. Since spinning of Coca-Cola
Enterprises (CCE) 24 years ago, the soft drink market has changed
dramatically with consumers buying fewer soft drinks and more non-
carbonated beverages, such as Powerade and Dasani water. Under the
new deal, Coca-Cola Company will take control of the bottler's North
America operations, giving the company control over 90% of the total
North America volume In return, Coca-Cola Enterprises will take over
Coke's bottling operations in Norway and Sweden, becoming a
European-focused producer and distributor.

In March 2010, Coca-Cola Company entered into discussions to buy

the Russian juice company, OAD Nidan Juices. The company is 75%
owned by a private equity firm in London and 25% by its Russian
founders and controls 14.5% of the Russian juice market. If successful,
the purchase would add to Coca- Cola's 20.5% market share, passing
Pepsi's 30% market share. The Russian juice market is estimated to be
$3.2 billion dollars, and estimates of Nidan's purchase price are
between $560-5620 million.

In April 2010, Coca-Cola Company purchased a majority share of

Innocent, the British fruit smoothie maker. Last year the company
bought an 18% share of the company for more than $45 million, and
recent purchases of additional shares increased Coke's stake to 58%.

In June 2010, Coca-Cola Company agreed to pay Dr Pepper Snapple

Group (DPS) $715 million for the continued right to sell their products
following the company's acquisition of Coca-Cola Enterprises (CCE).
The deal covers the next 20 years with an option to renew for an
additional 20 years.

TRENDS AND FORCES

The Global Economic Recession Threatens Overall Demand:

In 2008 and 2009, the global economy has fallen into a recession. Not
just the United States but countries from all over the world have felt
the impacts of the 2008 Financial Crisis. This may be a problem for
Coke, which derives approximately 75% of as sales from outside North
America. Still, the company has positioned itself well in international
markets both organically and through acquisitions, such as that of
Chinese jace maker Huiyuan for $2.4 billion. However the company
was unsuccessful with its purchase of Hurywan as it broke antitrust
laws in China On March 5, 2010, Coke's CEO said that emerging
markets are bouncing back quicker than more developed markets.

New Aversion to Soda Threatens Main Business:

74% of the Coca Cola Company's products are classified as carbonated

soft drinks, making it particularly sensitive to changes in demand for
CSD, Consumer demand for CSD has been negatively affected by
concerns about health and wellness. This is true across most of KO's
markets. There has been an increase in the number of regulations
regarding CSD in the United States in response to the heightened
desire for healthy food consumption.

In 2006, many state public school systems banned the sale of soft
drinks on their campuses. The Centre for Science and Public Interest
proposed that a warning label be placed on all beverages containing
more than 13g of sugar per 12-oz serving. This proposal would affect
all non-diet, full calorie drinks produced by KO. These factors have
driven a shift in consumption away from CSD to healthier alternatives,
such as tea, juices, and water.

Within the CSD segment consumers have been moving away from
sugared drinks.opting instead for det beverages, which do not
generally contain any sugar or calories. Though KO has been
somewhat slow to respond to this shift in consumer preferences, it has
recently begun to increase its development of both diet CSD and non-
CSD beverages KO is faced with the task of balancing the risk of new
innovations with the low growth rates of established brands, a
predicament for manufactures throughout the beverage industry.

Integrated Bottler Strategy Increases Flexibility:

After CEO Neville Isdell was brought out of retirement in 2004 to

revive the then flagging beverage maker, one of the first areas that he
targeted for improvement was KO's frayed relations with its extensive
network of bottlers. Since consolidating all company-owned bottlers
into the Bottling Investments division, Isdell has continued to increase
KO's interest in its bottlers through stake purchases or outright
buyouts. This strategy represents a weakening of the division between
KO's production and distribution operations. Isdell believes that by
combining production and distribution operations the company will
have enhanced its ability to quickly respond to changing market
conditions. In KO's 2007 Q3 Analyst call, Isdell credited the outright
purchase of Coca-Cola Bottlers Philippines (CCBPI) for double-digit
volume growth in that country Additionally, KO has signed new
agreements with many of its bottlers which allow them to distribute
drinks produced by other companies. For example, Coca-Cola
Enterprises (CCE) now distributes Arizona, a ready- to-drink tea made
by Ferolito, Vultaggio& Sons, an American iced-tea company. Isdell
sees these agreements as another way of taking advantage of the
rapidly growing non-CSD market.

Bottled Water Falling Out of Favour:

In Q3 2009, Dasani bottled water's revenues fell by double digits; this

decrease is emblematic of the bottled water industry as a whole. In
August 2009, the Wall Street Journal reported that sales of bottled
water had fallen for the first time in five years. The combination of the
recession and upper class consumers incricased environmental
concioneshas lead many customers to cut back on bottled water in
favour of tap water and reusable containers.

Following this trend, at least one town in Washington state and one in
Australia have outlawed the selling of bottled water within their city
limits. In 2008, bottled water was the third most popular beverage
(behind soda and milk), but compared to 2007, Americans
consumption declined for the first time, down to 7 hillion gallons from
&& billan gallons. Although this is a seemingly small decrease,
industry experts dow expect bottled water to bounce back anytime
soon.

Dollar Affects International Performance:

Another trend affecting Coca-Cola is the relative strength of the US

Dollar (USD). Although the company is hased in the US, KO derives
about 75% of its operating income from outside United States. Because
of this, the company is very sensitive to the strength of the dollar. As
foreign currencies weaken relative to the dollar, goods sold in foreign
markets are suddenly worth fewer dollars back in the US, lowering
earnings Thus, if the dollar strengthens (as it did in the secund half of
2008 and 2009), a has a negative effect on KO's earnings. Coca-Cola
executives expect currency fluctuations to adversely affect 3009
operating income by 10-12% and 4009 operating income by high single
digits.

KO has broad exposure to foreign currencies and actively hedges a

large portion of these to avoid wide swings in earnings from currency
fluctuations. Although this hedging insulates from the potential
downside of a strengthening dollar, it also limits larger gains from
drastic downswings in the dollar's value.

Commodity Cost Fluctuations Affect Margins:

The Coca-Cola Company's profitability can be affected both directly

and indirectly by the costs of various production inputs. KO itself is
responsible for purchasing the raw materials used to make its
concentrates and syrups Variations in the prices for these goods can
affect the company's total cost of production as well as its profit
margins. Changes in the production costs of bottlers can also impact
KO's profitability, though in a more indirect way. If the raw materials
necessary for boating become more expensive, the bottler may be
forced to drastically raise prices to compensate Such a price increase
would likely hurt KO, given the competitive nature of the non-alcoholic
beverage industry, and provide a possible incentive for consumers to
switch to other companies beverages Aluminium, com, and PET resin
are three examples of such production goods used by bottlers that
could have significant bearing on the Coca-Cola Company's profit
margins. In 2007, the prices of these commodities rose drastically with
general commodities bubble and dramatically pressured margins. They
receded in 2008, but the possibility of another significant rise in
Commodities represents a constant threat to profits.
 REASEARCH METHODOLOGY

This study basically tries to discover the current position of Coca-cola

in the market. It also tries to discover

the preferences of the customers when posed with a choice between

Coca-Cola and Pepsi. It is primarily directed to the general public but
was done only in Pratapgarh Uttar Pradesh.

RESEARCH DESIGN
A research design is the specification of methods and procedures for
acquiring the needed information. It is overall operational pattern or
framework of the project that stipulates what information is to be
collected from which source by what procedure.

There are three types of objectives in a marketing research project-

 Exploratory Research

 Descriptive Research

 Casual Research
 Exploratory Research

The objective of exploratory research is to gather preliminary

information that will help define problems and suggest hypothesis.

Descriptive Research

The objective of descriptive research is to describe things, such as the

market potential for a prodact or the demographics and attitudes of
consumers who buy the product.

Casual Research

The objective of casual research is to test hypothesis about casual and

effect relationships.

Based on the above definitions it can be established that this study is a

Descriptive Research as the attitudes of the customers who buy the
products have been stated. Through this study we are trying to analyze
the various factors that may be responsible for the preference of Coca-
Cola products.
 SOURCES OF DATA
The data has been collected from both primary as well as secondary
sources.

SECONDARY DATA

It is defined as the data collected earlier for a purpose other than one
currently being pursued.

As a researcher I have scanned lot of sources to get an access to

secondary data which have formed a reference base to compare the
research findings. Secondary data in this study has provided an insight
and forms an outline for the core objectives established.

The various sources of secondary data used for this study are:

 News papers

 Magazines

 Test books

 Marketing reports of the company

 Internet.

PRIMARY DATA

The primary data has been collected simultaneously along with

secondary data for meeting the established objectives to provide the
solution for the problem identified in this study.

The methods that have been used to collect the primary data are:-

Questionnaire.
RESEARCH MEASURING TOOLS & TECHNIQUES

The primary tool fit the data collection used in this study is the
respondent's response to the questio Eiven to them. The various
research measuring tools used are

 Questionnaire

 Pie-charts.

 Bar-charts
SAMPLE DESIGN

An integral component of a research design is the sampling plan.

Especially it addresses three questions: Whom to survey (sample Unit),
how many to survey (Sample Size) and how to select them (sampling
Procedure). Making the census study of the entire universe will be
impossible on the account of limitations of time and money. Hence
sampling becomes inevitable. A sample is only his portion of
population. Properly done, sampling produces representative data of
the entire population.

SAMPLE SIZE

 Through questionnaire - 90 respondents

SAMPLING TOOL

Questionnaire was used as a main tool for the collection of data, mainly
because it gives the chance for timely feedback from respondents.
Moreover respondents feel free to disclose all necessary detail while
filling up a questionnaire. Respondents seeking any clarification can
easily be sorted out through tool.

FIELD WORK

The study was conducted in Pratapgarh Uttar Pradesh

The questionnaires were given to the respondents to fill in order to get

their feedback.

Questions were read out to the respondents and the answers were
noted.

LIMITATIONS OF THE STUDY

The main purpose of this study is get idea about the preference of the
customers towards various Coca-Cola products, but there are certain
factises which affects this study they are as follow

Since the sampling procedure was judgmental, the sample selected may
not be true representative of the population Economic and market
conditions are very unpredictable (Present and future)

The project duration is limited to 4 weeks so it limits the area of study.

The study was confined to Pratapgarh Uttar Pradesh due to which the
result cannot be applied universally.

FINDINGS

 From the study, we have found that a large number of customer's

choice is Coca-cola products on the basis of taste, brand and
availability.

 Majority of people are satisfied with the product of Coca-cola.

 Most of the population like coca-cola and its products as compare

to the pepsi and its products.

 Many consumer purchase products from retail outlets.

Recommendations
  The suggestions made in this section are based on the market
study conducted as part of "Coca- Cola India". The suggestions
are arranged in order of priority, highest first.

 Perform a detail demand survey at regular interval to know

about the unique needs and requirements of the customer. → The
company should make hindrance free arrangement for its
customers/retailers to make any feedback or suggestions as and
when they feel.

 The company should focus to bring some more flavors like health
drinks and other low- caloric offerings Coca-Cola India can also
introduce some fruit based drinks, as it has already entered the
energy drink arena with "Burn".

Coca-Cola's distribution channel is mostly through retail. Whereas the

competitors also concentrates more on the multiplexes, pubs and
restaurants. Coca-Cola should try to increase their distribution in these
areas.

The company must keep a watch on its primary competitors in market in

order to be able to compete with them.

A strong watch should be kept on distributors so that the goodwill of the

BRAND doesn't get affected.

CONCLUSION
Though there were certain limitations in the study that was conducted. The
sample allowed for some conclusions to be drawn on the basis of analysis
that was done on the data collected.

The data has clearly indicated that Coca-Cola products are more popular
than the products of Pepsi mainly because of its TASTE, BRAND NAME
INNOVATIVENESS and AVAILABILITY, thus it should focus on good taste
so that it can capture the major part of the market. The study also indicated
that the consumers are satisfied with the Coca-Cola products and purchase
them without any specific occasions.