A

A PROJECT REPORT
On
“MARKETING STRATEGIES OF COCA
COLA”
Submitted towards Partial Fulfillment of
BACHELOR OF BUSINESS ADMINISTRATION
(AFFILIATED TO C.C.S. UNIVERSITY, MEERUT)

Session
(2022-2025)
Submitted To: Submitted By:
Dr.PRADEEP KUMAR HARSH GAUTAM
Mr. CHIRAJ TREHAN Roll No. 220973105099
Faculty of BBA, Dept. BBA- V Sem

Pt. DEEN DAYAL UPADHYAY MANAGEMENT

COLLEGE, MALL ROAD, MEERUT

i
 CERTIFICATE OF THE HOD

To whom it may concern

This is to certify that HARSH GAUTAM, Roll no. 220973105099, is the

student of BBA- V Semester and has successfully completed his project

on “MARKETING STRATEGIES OF COCA COLA.

DATE:

Dr. SUDHIR TOMAR

Signature

ii
 DECLARATION

I HARSH GAUTAM, Roll no. 220973105099, student of BBA- V

Semester of Pt. Deen Dayal Upadhyay Management College, Mall Road,

Meerut, hereby declare that the project on “MARKETING STRATEGIES

OF COCA COLA” is an original and authenticated work done by me. I

further declare that it has not been submitted else where by any other

person in any of the university for the award of any degree or diploma.

HARSH GAUTAM

Roll no. 220973105099

iii
 ACKNOWLEDGEMENT

I pay my deep regards to the Faculty Dr. PRADEEP KUMAR &

Mr. CHIRAJ TREHAN Assistant Professor, Pt. Deen Dayal Upadhyay
Management College, Meerut for his expert and valuable advice and
guidance from time-to-time, without which it would not have been
possible to bring this report in the form it, is today.
I would also like to take the opportunity of thanking Dr. SUDHIR
TOMAR H.O.D. BBA Department the employees of my SIP
Organization who gave me valuable suggestions from time to time.
Last but not the least I would like to give heartfelt thanks to all the
respondents who gave their valuable time in filling my questionnaires
and providing me with the valuable information and helped me in
completing my project.

HARSH GAUTAM

Roll no. 220973105099

iv
 TABLE OF CONTENTS

S.No. Particulars Page No.

1. Executive Summary 7

2. Objectives Of The Study 8

3. Introduction 10

4. Company Profile 13

5. Research Methodology 54

6. Data Analysis And Interpretation. 64

7. Result & Findings 90

8. Limitations Of The Study 93

9. Recommendations 95

10. Conclusion 97

11. Bibliography 99

12 Questionnaire 101

v
 PREFACE

“Acceptance of New challenge makes the path for future success”

Today companies must urgently and critically rethink their business mission and
marketing strategies. Instead of operating in a market place of fixed and known
competition and stable customer preferences, today companies work in war zone of
rapidly changing customer/competitor technological advance, new law , managed trade
policies and diminishing customer loyalty.

Company considers the fact that today customer face a plenitude of product every
category. Consider that customer varying and diverse requirement for product service
combination and prices.

In the face of their vast choices, customer will gravitate to the offering that best meet
their individual needs and expectation.

Therefore it is not surprising that today’s winning companies are those who succeed
best in satisfying indeed delighting, their target customer. If they can’t bring something
special to get market. They will not last long. These companies are market. They will
not last long. These companies are market focused and customer driven.

They pay extreme attention to quality and service to meeting and even exceeding
customer expectation.

1
 Executive Summary

(A Brief overview of the study)

The study was carried out at Ghaziabad.

The projections were made on the basis of a set of assumption and policy statement as
practiced by Coca Cola Company.

To suggest the most suitable media for educating the consumer about the new product.

Understanding from customer’s satisfaction

Major problems faced by customers.

Consumer post purchase behavior.

2
OBJECTIVES OF
THE STUDY

3
 OBJECTIVES OF THE STUDY

In this study an effort has been to several factors which need to be taken due
consideration to adhere to the advertising, sales promotion and various sales
influencing factors of the soft drink market.

In the fast changing competitive as well as economic scenario all around the world and
the domestic front, the main objective of the study are:-

To study the promotional policies of the beverage companies onto various highways.

Study the comparative adds promotion by Coke in respect to Pepsi.

Analysis regarding displays set up on the highways by the companies in order to induce
the sales.

Study for designing the budget requirement of the company for the coming year mainly
focusing marketing of the product.

Basically survey on the type of promotional setback faced by their product not
representing up to mark performance.

4
INTRODUCTION

5
 INTRODUCTION

Present soft drink boon in India was attributed to the legacy of Coca Cola, which was
there in INDIA till 1977. In todays market the Coca-Cola (Coke, Thumps Up, Fanta,
Limca, Sprite, Vanilla Coke, etc.) hold a 62% market share that appears to bear
concentrated rush to beg a big share in the soft drink market.

Various national & multinational firms are engaged in soft drink market due to increase
in its demand day by day. As far as INDIA soft drink market is concerned there are
major company’s engaged having a big completion to capture the soft drink market are
namely Coca-Cola & Pepsi. While Campa Cola & many local cola’s still notice in the
Indian Market.

Pepsi Cola attacked Coca-Cola before World War II. Coca Cola dominated the
American soft drink industry, Pepsi cola was a drink less to manufactures & with a less
satisfactory taste then Coke. Where as Coca-Cola major selling point was more drink
for the same price and Pepsi emphasized on advertising.

During World War II Pepsi & Coke both enjoyed increased sale. After the war Pepsi
sale was started to fall relatively to Coke, resulting the Coca-Cola had starting to click
the

Market share. A number of factory contributed to Pepsi problem were poor image, poor
taskforce, poor quality control etc.

At that point Alfred.N.Steeler came to the presidency of Pepsi cola with a great
reputation for merchandising. He and his staff recognized that the main hope lay
transforming Pepsi

from a cheap imitator of Coke into a class on soft drink manufacturer.

By 1955 all Pepsi’s major weakness had been overcome, resulting sales had climbed
substantially. These actions from 1955 to 1960 led to a considerable sales growth for
Pepsi.

6
In India another company engaged in soft drink market is Coca-Cola. It is one of the
most widely known, accepted and admired trademarks of the world. Coca-Cola was
their in India till 1977, when the Indian Government banned it due to strong resentment
against multinational

company’s Coca-Cola was re-launched again in India in September 1993 at

“HATHRAS” near Agra. The India people welcomed the come back of their most
loved Cola in the country with great enthusiasm and vigor.

Coca-Cola marked its re-launching with acquiring five Parley drinks viz. Thumps
Up, Gold Spot, Limca, Citra, Maazaa, Soda.

Soft drink industry is one of the fastest growing industries in India. The basic idea
behind the rapid growth of this industry is due to following reasons:

The great corporate war between Coke & Pepsi, who left no stone unturned, for
monopolizing the India Soft Drink market.

The basic ideology of these two giants is to promote soft drinks as a food item in India
hold.

The long hot summers in India have increased the consumption of soft drinks.

7
COMNPANY
PROFILE

8
 COMPANY PROFILE

The World's Largest Nonalcoholic Beverage Company

The Coca-Cola Company (NYSE: KO) is a total beverage company with products sold
in more than 200 countries and territories.
Our company’s purpose is to refresh the world and make a difference. Our portfolio of
brands includes Coca-Cola, Sprite, Fanta and other sparkling soft drinks. Our
hydration, sports, coffee and tea brands include Dasani, smartwater, vitaminwater,
Topo Chico, Powerade, Costa, Georgia, Gold Peak, Honest, Ayataka, and BodyArmor.
Our nutrition, juice, dairy and plant-based beverage brands include Minute Maid,
Simply, innocent, Del Valle, fairlife and AdeS.
We’re constantly transforming our portfolio, from reducing sugar in our drinks to
bringing innovative new products to market. We seek to positively impact people’s
lives, communities and the planet through water replenishment, packaging recycling,
sustainable sourcing practices and carbon emissions reductions across our value chain.
Together with our bottling partners, we employ more than 700,000 people, helping
bring economic opportunity to local communities worldwide.

1) GSB- GLOW SING BOARD:

It is a display board or hoarding bearing the promotional advertisement of the

respective product of the company. The companies for their product promotion and
sales enhancement usually provide them.

2) DPS-DEALER PRINTED SIGN BOARD :

Display boards of the same nature with an additional feature of the retailer’s name or
the outlet’s name being mentioned on them , in order that the sponsors bear the value –
addition on the behalf of the company. usually provided to stockist who have large
consumption of the product.

9
3)COUNTERS:

Wooden or metallic framework provided by the company to the exclusive outlets which
either stock in bulk or which are particular brand outlets. The company in return
promises a certain fixed stock supply

for a certain time period. The counters bear the company’s advertisements as a source
of marketing promotion.

4)TABLE- CHAIR- UMBRELLA:

moulded furniture of plastic is being provided at various open-air restaurants or

“dhabas” for the convenience of the customers while their visits. In return the company
achieves product promotion as well as retailers satisfaction. They can also be seen at
various street side cafes and juice corners.

5)WALL PAINTINGS:

painting of the brand advertisements on the walls of the outlets, which in result attract
and remind the consumers about the product. This makes the consumer aware of the
popularity and promotional effort made on the behalf of the company.

6)SGA-SALES GENERATING ASSET:

Under this category we generally head the refrigeration, visicoolers, and even the old
designed iceboxes. On the other hand it enables to motivate the retailers for better sales
on company’s behalf.

7) RACKS:

they are different types of plastic or material holders, which are used for the display of
the pet and other glass bottle. This creates a healthy exposure of the products,
remembrance to the ultimate consumers.

10
 About Major
Companies in the
Industry

11
 WHAT IS THE COCA-COLA

The Coca-Cola Company is the world’s leading manufacturer, marketer and distributor
of non-alcoholic beverages, which we sell to bottling and canning operations,
authorized fountain wholesalers and some fountain retailers. We also market and
distribute juice-drink products. In addition, we have ownership interest in numerous
bottling and canning operations.

The Coca-Cola company exists to benefit and refresh everyone who is touched by our
business. Founded in 1886, our company is the worlds leading manufacture, marketer
and distributor of non-alcoholic beverage brands. Our corporate headquarters are in
Atlanta, with local operations in nearly 200 countries around the world.

Our local strategy enables us to listen to all the voices around the world asking for
beverages that span the entire spectrum of tastes and occasions. What people want in a
beverage is the reflection of which they are where they live, how they work and play ,
and how they relax and recharge. Whether you are a student in the United States
enjoying a refreshing Coca-Cola, a woman in Italy taking a tea break, a child in Peru
asking for a juice drink , but also to contribute to communities around the world
through our commitments to education, health, wellness and diversity.

We strive to be a good neighbour, consistently shaping our business decision to

improve the quality of life in the communities in which we do business. It’s a special
thing to have billions of friends around the world and never forget it.

12
SOFT DRINK PENETRATION IN THE UK

VIS-A-VIS INDIA

CSDpenetration in Britain, a nation of 58 million, is almost 100 percent . there is

nowhere that marketers can go with their cans. Compare this to India , an emerging
market of 1 billion people where penetration at national level is 13% . in rural India, it
is less than 5%. The per capita consumption of soft drinks (calculated as litres of soft
drink per head per year) in the UK is 203 while in India it has moved to nearly 7 from
less than 1 pre-1990. there is plenty of room still for an upsurge since this level is lower
than other emerging economies in South Asia, such as Pakistan at 19, Srilanka at 23,
the Philippnes at 175 and Thailand at 100.

AFFORDABILITY: A KEY ISSUE IN INDIA

Affordability is the primary reason behind the low penetration of CSDs in India. They
attract high taxes, being treated as luxury goods by the Indian government. This makes
them one of the most expensive impulse foods for single serve consumption vis-à-vis
others in the same category like chocolates, biscuits, ice-creams and wafers, all of
which have a much lower entry price point. This makes CSDs unaffordable to a vast
majority of Indian consumers, a country with per capita income of $300

This apart, CSD consumption is extremely seasonal, skewed to summer and mainly
outside the home. Since a large proportion of women are confined to home, soft drink
penetration among women is much lower . also , India with long spells of scorching
heat has problems with cooling infrastructure. fast moving consumer goods outlets in
India, soft drink outlets make up less than one third, many of whom don’t own
electrical cooling equipment]

MORE FIZZ IN INDIA THAN IN THE UK

The low penetration of CSDs in India presents a huge opportunity for Coca-Cola and
Pepsi (these are the only two beverage companies in India) to grow the category. Coke ,
for certain ,is pushing the brand in emerging markets like India and China rather than in
mature markets like the UK. For instance in India, both are focused on extending
distribution into rural regions. This explains why they spent millions of rupees

13
introducing smaller packs, 200ml bottles, at a cheaper price. Developing low cost home
packs and creating numerous occasions to drink CSDs are also part of the new strategy.

CSD GROWTH CHART: INDIA

The soft drinks market in India has registered significant growth rates after the
liberazation of the economy in the early 90’s . this phase of liberalization brought
PepsiCo to India’s shores in the 1989 and Coca-Cola for the second time in 1993. (it
had exited from the country in 1977 when the then socialist government obliged foreign
companies to shed majority stakes in favour of growth , in healthy double digits ,
through the first half of the 90’s but has declined to single digit level in the last few
years. This is due to three reasons: the general economic slowdown, frequent price
increases in the last 3 years and the emergence of cheaper alternatives such as
powdered concentrates and bottled water.

COKE& PEPSI IN INDIA: A BRUISING COLA WAR

Coke and Pepsi together spend 40 million pounds annually in outdoing one another.
Even though the potential of carbonated drink is enormous in India, coke is not banking
on CSDs alone to fuel growth. A lesson well learn from developed markets like the
UK. It has entered new areas like kinley water , Georgia tea and coffee and its Sun fill
dilutable drink. These are its biggest growth engines in India at the moment. In fact,
from single-serve water bottles, Coke has now moved into the 20-litre home packs,
which has given it substantial market share. It is number two in the water business next
only to the home-grown Bisleri.

Pepsi , like its counterpart in the UK, has been a laggard in this respect. Even though it
has launched Aquafina water in India , Pepsi does not seem to be pushing it. It has no
presence in the dilutable category.

But in contrast to the UK, the Pepsi brand has a huge presence in India , both in volume
and brand image. In fact, its exemplary marketing acumen took it ahead of Coke in the
early days and , even today, Pepsi and Coke are running neek and neck in cola shares-
explaining the high pitch cola war on the Indian soil.

14
We have emerged Stronger
As a system, we went into the crisis in a strong position, and the system rallied to focus
on winning. Importantly, we leveraged the crisis as a catalyst to accelerate the business
transformation that was already underway. And we remain guided by our purpose –
which is to Refresh the World, and Make a Difference, and rooted in our strategy to
drive topline and generate return. We identified key objectives to navigate the
pandemic and propel us to a growth trajectory - Win more consumers, gain share,
maintain strong system economics, strengthen our impact across our stakeholders, and
equip our organization to win in the future. These remained our north stars in our
journey to Emerging Stronger. And we did emerge stronger, with financial performance
ahead of pre-pandemic levels across comparable revenues, comparable earnings, and
cash generation.

Brand Portfolio Optimization

We put deep analysis into our portfolio optimization process to focus on brands that
will continue to drive the Total Beverage Company strategy. We undertook the exercise
to shape our portfolio of brands in support of our growth agenda and to ensure we
emerge from the crisis strongly. We’ve streamlined our portfolio from 400 to 200
master brands, allowing global category teams to identify the greatest opportunities and
allocate investments accordingly. We aspire to achieve a balanced combination of
global, regional and local brands, with scale, that have the strongest potential to help us
grow our consumer base, increase frequency and drive system margin accretion. We
believe we now have a strong portfolio of brands that will enable us to address all
drinking moments and we will continue to grow these brands through focused
execution and targeted innovation where relevant.

15
16
Company Profile and Its Products /
Service Profile

17
 CORE BRANDS IN INDIA

CORE BRANDS :

Coca-Cola: Developed in a brass pot in 1886, coca-cola is the most recognized

and admired trademark around the globe. Not to mention the
best selling soft drink in the world.

Sprite: In 1961, a citrus-flovered drink made its U.S debut, using “Sprite Boy “as
inspiration for its name. This elf with silver hair and a big smile was used in 1940s
advertising for Coca-Cola. Sprite is now the fastest growing major soft drink in U.S and
the world’s most popular lemon-lime soft drink.

Fanta : The name “fanta “ was first registered as a trademark in Germany in 1941
,when it was used for a few year for a soft drink created from available materials and
flavors . The name was then revived in 1955 in Naples, Italy, when it was used for the:”
fanta “orange drink we know today. It is now the trademark name for a line of flavored
drinks around the world.

Diet coke: The extension of the coca-cola name began in 1982 with the
introduction of diet coke (also called coca-cola light in some countries). Diet coke
quickly become the number – one selling low –calorie soft drink in the world.

18
BRAND IN INDIAN ORIGIN

GOLD SPOT: this orange cardonate soft drink was introduced in the early 1950c, and
acquired by the coca-cola company in 1993, its tangy taste has been popular with
Indian teenagers

LIMCA: It is thirst-quenching beverage features a fresh and light lemon-lime taste

and lighthearted attitude. The limca brand was introduced in 1971 and acquired by the
coca-cola company in 1993.

MAAZAA: Maazaa, launched in 1984 and acquired by the coca-cola company in 1993,
is a non carbonated mango soft drink with a rich, juict & natural mango taste.

THUMPS UP: in 1993, the coca-cola company acquired this brand, which was
originally introduced in 1977. Its strong and fizzy taste makes it unique carbonated
Indian cola.

19
BRAND IN INDIA

20
 ADVERTISEMENT
&
PUNCH LINE
OF COCA-COLA

ADVERTISEMENT AND PUNCH LINE OF COCA-COLA

1936 - It’s The Refreshing Thing To Do .

1942 - It’s The Real Thing .

1943 - Global High Sign.

1959 - Be Really Refreshed.

1962 - Thing Go Better With Coke.

1969 - It’s the Real Thing.

1970 - I`D Like To Buy The World A Coke .

1976 - Coke Add Life .

1982 - Coke Is It .

1986 - Catch The Wave.

1996 - You Can’t Beat the Feeling.

2005 - Always Coca-Cola

2017 - Eat Music, Sleep Music, And Drink Only Coca-Cola.

2013 - Jo Chaho Ho Jaye Coca-Cola Enjoy.

2014 - I Want Hritik And I Want Coke.

21
2015 - Thanda Matlab Coca-Cola

2016 - Jiyo Thanda Piyo Thanda .

2022 - Taste of Feeling

22
 FABULOUS FACTS ABOUT COCA-COLA

FABULOUS FACTS ABOUT COCA-COLA

The world’s largest spherical coca-cola sign is in Nagoya, Japan a top the dial –
Nagoya building in front of the Nagoya railway station. The sing is a double sphere
constructed from more then 46 tone of steel, more 940meter of neon tubing, and more
then, 879 light bulbs. The outer shape features the coca-cola logo and contour bottle,
while the inner sphere portrays a comic scene with twinkling planets and stars.

One of the world’s largest signs for coca-cola is located on a hill called “ELHACHA”
in America, Chile. It is 400 feet wide and 131 feet high and is made from 70,000, 26
ounce bottles.

The first out door paint sign advertising coca-cola still exists. It was painted in 1894 in
Cartersville, Georgia.

Coca-cola is one of the world’s most recognizable trademarks recognized in countries

that account for 98 percent of the world’s population.

If all the coca-cola ever produced were in 8- ounce bottles. And these bottles were
distributed to each person in the world. There would be 678 bottles or over 42 gallons
for each person.

If all the coca-cola ever produced were in 8 – ounce bottles, placed side by side and end
to end to from a lane highway, it would wrap around the earth 82 times.

If all the coca-cola ever produced were flowing over Niagara fall at its normal rate of
105 million gallons per second instead of water, the falls would flow for about a day
and a half 38 hours and 46 minutes.the largest representation of the world’s best known
package 100 foot tall glass contour bottle is located at world of coca-cola LOS
VEGAQS

23
 History of coca-cola

HISTORY OF COCA- COLA

Dr. John S. Palmerton in Atlanta, Georgia invented Coca-Cola in May 1886. the name
“Coca-Cola” was suggested by Dr. Pemberton’s bookkeeper, Frank Robinson. He
penned the name Coca-Cola in the flowing script that is famous today. Willis Venable
first sold Coca-Cola at an average of nine drinks a day, adding up to a total sales for
that year of $50 since the year’s expenses were just over $70, Dr. Pemberton took a
loos. Today products of the Coca-Cola Company are consumed at the rate of more than
one billion drinks per day.

Jon Styth Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta,
Georgia it was May 1861 when the pharmacist concocted a caramel colored syrup in
three–legged brass kettle in his backyard. He first distributed the new product by
carrying Coca-Cola in a jug cown enjoys in a glass of Coca-Cola at the soda fountain.
Whether by design or accident, carbonated water was teamed with the new syrup,
producing a drink that was proclaimed “Delicious and Refreshing”.

Dr. Pemberton’s Partner and bookkeeper, Mr. Frank Robinson, suggested the name and
penned as “Coca-Cola” in the unique flowing script that is still famous worldwide
today.

Dr. Pemberton’s sold 25 gallons of syrup, shipped in bright Red wooden kegs. Red has
been a distinctive color associated with the No.1 soft drink brand ever since. For his
efforts, Dr. Pemberton grossed $ 50 and spent $ 73.96 on advertising, by 1891,
Atlanta chemist as a G.Canler had acquired complete ownership of the Coca-Cola
business.

He purchases it from the Dr.Pemberton family for $ 2300. With in 4 year his
merchandising flair helped to expand the consumption of Coca-Cola to over $25
million.

Robert W. woodruff become the president of the Coca-Cola company in 1923 and his
more than six decades of leadership took the business of commercial success making
Coca-Cola an institution the world over. Coca-Cola begins as a never tonic, but candy
merchant Joseph A. Biedenharn of Mississippi was looking for awry to serve refreshing

24
beverages. He responded to this demand began offering bottle Coca-Cola using syrup
shipped from Atlanta, during a hot summer in 1894.

HISTORY IN INDIA

HISTORY in INDIA

The coca-cola company reintroduced coca-cola in India on October 23, 1993, after an
absence of 16 years.

The coca-cola company received approval from the government in July 1996 to set up a
holding company to invest US $ 700 million in downstream operation of beverages

In July 1997 the holding company was permitted by the government to operationally its
bottling subsidiaries.

The bottling subsidiary currently owns and operates twenty-six bottling plants and
sixty distribution centers across India. In addition, it uses 20 contract packers to
augment its production capacity and cater to the increasing demand for its wide
portfolio of beverage.

25
 PROMISE BY COCA-COLA

coca-cola promise

one The coca-cola company exists to benefits and refresh every it touches. The basic
proposition of our business is simple , solid and timeless . when we bring refreshment ,
value , joy and fun to our stakeholders then we successfully nurture and protect our
brand , particularly coca-cola . that is the key to fulfilling our ultimate obligation to
provide consistently attractive to the owner so four business.

More then a billion times every day , thirsty people around the world reach for coca-
cola products for refreshment. They deserve the highest

Quality – every time . our promise to deliver that quality is the most important promise
we make . and it involves a world-wide , yet distinctively local , network of bottling
partner , supplier , distributor and retailers whose success is paramount to our own.
Our investment in local communities in over 200 countries totals billions of dollars in
jobs, facilities , marketing, the purchase of local good and services, and local business
partnership. Always and every where , we pursue continuous innovation in the
products we offer the processes we use to make them, the package we develop and the
way we bring them to market .

26
 YOUR HEALTH AND OUR BEVERAGES

your health and our beverages

There is growing confusion about what constitutes a health diet. With so mush
conflicting information available about health and nutrition, it can be very difficult to
determine what is accurate and what is not.

The truth is that soft drink and beverages have a place in a healthy lifestyle. A healthy
diet incorporates the basic principles of variety, balance and moderation without
sacrificing enjoyment.

health and our beverages --- the facts

Soft drinks do not contribute to diabetes.

The caffeine and phosphoric acid in soft drinks does not affect bone health

The sugar in soft drinks does not cause children to be hyperactive.

The consumption of soft drinks has not affected calcium consumption.

Sugar consumption has not been shown to cause obesity.

The amount of sugar and calories in soft drinks is about the same as many fruit juices

27
COCA-COLA INDIA-OUR VISION

Provide exceptional strategic leadership on the Coca-Cola India system, resulting in

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

THE COCA-COLA-MISSION

“THE BEST GLOBAL COMPANY”

The mission of Coca-Cola Co. is to increase shareowner value over time. The Co.
accomplishes the mission by working with its business partners to deliver satisfaction
and values to its customers, through world wide system of superior brands and services,
thus increasing brand equity on a global basis, create consumer products, services and
communications, customer service and bottling strategies, process and tools in order to
create competitive advantage and deliver superior value.

28
 STRATEGIES ADOPTED BY COCA-COLA

Coca Colasobalization Strategies

The Coca Cola Company is global player and approximately 70 percent of its volume
and80 percent of its profit come from outside the United State Of America. Although it
was perceived as a standardized brand across the world, Coca Cola had been quietly
fine turning its international marketing strategies to suit the needs of individual national
markets. Only the brands Coca-Cola, Sprite and Fanta were marketed globally. In Latin
American and Europe, where a heavy consumer preferred existed for lemon lime and
orange sodas. Coke had developed a wide range of formulations and flavors to cater the
needs of different countries. In Indonesia Coke had been selling pineapple and banana
flavored sodas which had been carefully developed to suit local preferences. In Japan,
Coca-Cola had added a coffee drink called Georgia and energy healthy drink named
Aquarius to its product line. In India, the Coca-Cola Company acquired the brands
Limca, Maazaa and Thums Up in 1993.

29
The World's Largest Beverage Distribution System
At The Coca-Cola Company, we market, manufacture, and sell beverage concentrates,
syrups, and finished beverages, including sparkling soft drinks, water, sports drinks,
juice, dairy, plant-based drinks, tea, and coffee.
We make our branded beverage products available to consumers in more than 200
countries and territories through our network of independent bottling partners and some
Company-owned or -controlled bottling and distribution operations who manufacture,
package, merchandise, and distribute the finished branded beverages to our customers
and vending partners. The Coca-Cola Company and its bottling partners are collectively
known as the Coca-Cola system. The Coca-Cola Company does not own, manage or
control most local bottling companies.
How We Operate

1 The Coca-Cola Company and its bottling partners are collectively known as the
Coca-Cola system.
The Coca-Cola Company does not own, manage or control most local bottling
companies.

30
MARKETING MIX

31
 MARKETING MIX

MARKETING MIX & STRATEGY :

Marketing mix of any organization consists of 4 ps i.e. Product, price, place and
promotion having its own significance, that varies from one organization to the other.
in coca – cola the information about all the 4 P`s that can be available to me is given
here:

PRODUCT: Product mix of coca-cola consists of the various brand packs and flavor
given in the table. Product strategy of the coca-cola is to promote all brands available in
the brand packs and to introduce the product in new flavor is also introduced.

PRICE: Regarding the pricing policy or the price to the distributor is not disclosed to
me, but as done for the different product of the company, company has priced the
product same as that of its major competitor or the market leader.

PLACE: the coca-cola company in India is governed from its corporate office located
at Gurgaon in Haryana . It governs the working of five zones covering whole India
these zones are –north zone , eastern zone , western – zone , southern zone and Andhra
Pradesh zone . These zones are divided in to various. Plant, which govern the area
assigned to them. The area is the various distribution centers called distributors and
C&F agents. Then come the retailers / customer for the company’s product,

They receive good from distributor and c&f agent. Finally consumer is there, having
the product from the consumer’s shops or delivered to their home, it is more clearly
visible through this chart. The coca-cola company, which gave its reach to the mouth of
billion of people all around the world having a wide distribution, network. In India, the
pace and

Speed at which coca-cola has widened its business is really amazing. Distribution
network is the biggest strength of the company.

32
PROMOTION: this past of the marketing is playing a very vital and important role
in the current situation in India . Looking at the competition and promotion and
advertising budget of both the companies coca-cola and Pepsi, one can easily estimate
the importance of this. The promotion mix of coca-cola is divided in to top line
promotion and below the line promotion.

Top line promotion includes the promotion designed and done by the company’s
corporate office of gurgaon and the office of Bombay T.V ads , design of banner ,
and other p-s done by the company simultaneously all around India with no difference
in designs etc fall in this category . Below the line promotion includes the promotion
schemes, publicity material, POS display done by the company from zonal, plant, sale
manager and area sales manager level. At the sales manager and area sales manager
level the promotion done exclusively for the cities in their respective area and other
POS display.

OUR BRANDS

Wouldn’t you to know what Apricot, Coffee, Lychee Nut, Orange, Cola Mix and Sour
Cherry beverages taste like?

One of the most popular areas of the world of Coca-Cola, our Co’s. Atlanta attraction,
is “Taste of the World”, the opportunity to sample some of the many beverages we
produce. As the global leader in the non-alcoholic beverage industry, we offer nearly
300 brands across almost 200 countries. Many of these brands, including soft drinks,
fruit juices, bottles water and sports drinks, are only available in specific reason for this
is simple: different people like different beverages at different times, for different
reasons.

So pour yourself a virtual glass of something you have never experienced before. Take
a look at some of the many brands we offer to people around the world.

33
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
1895. Coca-Cola was being sold in every

state and territory in the United States. In 1899, the Co. began franchised bottling
operations in the United States.

Today, you can find Coca-Cola in virtually every part of the world and the Coca-Cola
Co. has more than 230 beverages to its portfolio.

Diet Coke

“Looking good and tasting great”

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.

34
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.\

Fanta:

The Coca-Cola Co. acquired a favourite in Europe since the 1940’s, Fanta in 1960.
Fanta Orange is the core flavour, representing about 70% of sales, but other citrus and
fruit flavours 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 2001 with the return of four flavour : Orange, strawberry, pineapple and grape.
Orange, the biggest seller, is now available in most of the country.

35
Limca:

“ Light and Lemony”

This thirst quenching beverange features a fresh, light lemon-lime taste and fun-loving
attitude. It’s a homegrown, national treasure in India, where the Coca-Cola Co.
acquired it in 1993. the product’s invigorationg taste and cloudy look haven’t changed,
but the brand has been revitalized with a new marketing campaign. Limca continues to
build a loyal following among young adults who love the lighthearted way it
compliments the best moments of their lives. It’s also become a hit in many Persian
Gulf countries. Grab a Limca and go.

Maaza

“yaari Dosti Taaza Maazaa”

with the real fruits taste kids love, plus added calcium, Maazaa’s tagline, “Yaari-Dosti
Taaza Maazaa “means” Friendship moments with fresh Maazaa”in Hindi. Maazaa was
introduced in India in 1984 as a no carbonated mango fruit drink. It was acquired by the
Coca-Cola Co. in 1993 and is currently available in three flavours, manbo, pineapple
and orange plus added calcium.

36
Sprite:

“Clear, crisp, refreshing.”

Introduced in 1960, Sprite is the world’s leading lemon lime flavoured 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 peopleenjoy Sprite because of its crisp,
clean taste that really quenches your thirst. But 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.

Thumps Up:

“Strong Cola Taste, exciting personality”:

Thumps Up is the leading carbonated soft drink and most trusted brand in India,
originally introduced in 1977, it was acquired by theCoca-Cola Co. in 1993. it is known
for it’s strong, fizzy taste and it’s confident, mature and uniquely masculine attitude.
This brand clearly seeks to separate the men from the boys.

37
COMMITMENT TOWARDS INDIAN BRANDS

Coca-Cola India (CCI ) has implemented aggressive strategies for all the five brands
acquired from Parle. The strategies adopted are in concern with the long –term plans of
Coca-Cola India. The Coca-Cola Co. is the world’s largest beverage Co. and is the
leading producer and marketer of soft drink. The Co. markets 4 of the world’s top 5
brands, including Diet Coke, Fanta Sprite.

As the 200ml returnable Glass Bottle (RGB)has become the popular package size of the
Indian Carbonated soft Drink Industry. Thumps-up and limca are now available in
200ml RGB, 300ml RGB, 500mlPET, 2lt PET, 330mlcans thus , along with Coca-Cola
and Fanta, the Indian consumer has a choice of 4 brands in cans. Collectively, the
choice in package sizes available to consumers is now wider than ever before. This has
also generated incremental volume growth at the retail level adding positively to the per
capita consumption in the country.

While thumps Up has always been India’s leading Carbonated soft drinks, Limca is the
No. 1 brand in the cloudy lemon segment. From 1993 till date, inputs in both the brands
ran the gamut in advertising to packaging, raising brand awareness to unprecedented
levels. The investment in acquiring these brands and the proceeding inputs there in has
seen these brands grow admirably. While Thumps-up has grown over 50% over the last
3Yrs , Limca has grown over 20%.Thumps-Up recorded a phenomenal growth of 54%
in the Mumbai market in March 1997, the first month of the launch of the new logo.
The new logo that has a strong streak of blue speed lines adding a powerful element of
speed and adventure was featured on 500ml refillable “thunder Pack” bottles. Research
conducted by “research International” in Mumbai showed that 84% of Thumps-Up
consumers preferred the new logo to the old one.

38
COCA-COLA’S: CREATIVITY IN ADVERTISIMENT

Coca-Cola: “Thanda Matlab Coca-Cola”

this ad is creative in the sense that, while enjoying you can use the word “Coca-Cola”
in the place of “Thanda”. The word thanda has been made to be synonymous to Coca-
Cola.

The Ad is made to target the common people who wish to quench their thirst by just
asking for any brand instead of Coca-Cola. While doing such they may extend their
taste, behaviour $preference towards Coca-Cola. The main theme of this slogan is to
make the brand common for every person and at every time.

THUMPS UP: “taste the thunder”

this advertisement is also creative. The slogan itself refers the thundering idea. It
challenges the teenagers for the taste. It is well known the today’s youth want to do
something extraordinary. They

want to showthemselves superior. So company is exploiting the mentality of today’s

youth that the productis for them who want to accept the challenges.

39
SPRITE:

“ dekhave pen a jao apni akal lagao”

the creative advertisement refers that don’t go on exposure . try to go on rationality. It

made for those people who want to do their work by their own opinion and taste.

Now a days everything is full of exposure that is made to attract the people and such
type of products always give the dissatisfaction among the people. Therefore the
world’s biggest soft drink company has made a product for the man who doesn’t try to
go on exposure and who always believe in rationality i.e. sprite.

LIMCA:

“ just ! Take it Easy”

it is well known that lemon in used to over come the stress as well as it helps in
digesting. Regarding thia truth Coca-Cola made its product Limca, to follow the
principle of lemon. Ot refers that if someone is in the depth of stress and strain and he
want to refresh himself, he must go on lemon flaver, Limca is the best.

40
COCA-COLA INDIA-OUR VISION

Provide exceptional strategic leadership on the Coca-Cola India system, resulting in

consumer and costomer preference and loyality, through Coca-Cola’s commitment to
them and in a highly profitable Coca-Cola corporate branded beverages system.

THE COCA-COLA MISSION

“ THE BEST GLOBLE COMPANY “

the mission of Coca-Cola co. is to increase shareowner value over time. The co.
accomplishes the mission by working with its business partners to deliver satisfaction
and value to customers and consumers through world wide system of superior brands
and services, thus increasing brand equity on a global basis, create customer products,
services and communications, customer service and bottling strategies, process and
tools in order to create competitive advantage and deliver superior value.

41
PRODUCT OF COCA COLA COMPANY

 Coca Cola
 Thumps up
 Limca
 Sprite
 Fanta
 Maazaa
 Kinley

 Coca Cola : There is no contain any fruit. It is a flavour.

 Thumps up : There is no contain any fruit. It is a flavour.
 Limca : There is no contain any fruit. It is a flavour.
 Fanta : There is no contain any fruit. It is a flavour.
 Maazaa : : There is contain fruit. It has mango flavour.
 Kinley : It is a soda water.

42
SOFTDRINK 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 flavored 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.

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. 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, Pep COCA-COLA.

43
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 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 Treetop 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 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 gaps there are many soft drinks concentrate and squashes
flooded the market. The Indian soft markets offered three flavors i.e. Orange, Lemon
and Cola.

44
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 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 86th (1998) in the world with the asset of around $25000 million, having its
head quarter at ATLANTA. Its CEO is ROGER ENRICO and Pepsi co. India
holding chairman is MR. RAJIV BAKSHI. Pepsi Co. India’s HQ is at Gurgaon.

45
 Literature Review
Founded in 1886 in Atlanta, Coca-Cola Company is the world’s leading manufacturer,
marketer and distributor of nonalcoholic beverage concentrates and syrups, used to
produce more than 230 beverage brands. It is also the world’s most inclusive brand and
company.
It has already ventured regionally out of Atlanta to other states of United States since
the late 19th century and its signature contour bottle was first manufactured in the early
20th century to distinguish themselves and assuring the genuine Coca-Cola. Though the
company grew rapidly and roared into some European countries during the 1900s, its
presence worldwide grew swiftly only after World War II.
Year after year, the company has been discovering new foreign markets to bring higher
profits as to fulfill its ultimate obligation to provide consistently attractive returns to the
owners of the company and to enlarge its customer base in order to achieve economics
of scale. Due to strong competition with Pepsi-Cola, Coca-Cola wants to reduce its
dependence on United States market, which is their similar domestic market, as to
reduce its risk and increase its global market share by going international. Presently, the
company has already reached six billion consumers in nearly two hundred countries.
Coca-Cola Company has been very successful in international marketing effort.
Aggressive advertising, branding and market segmentation have played an important
part in the success. It has portrayed itself as fun, playfulness, freedom, lifestyle and the
international appeal of Coca-Cola was embodied by a 1971 commercial, where a group
of young people from all over the world to a hilltop in Italy to sing “I’ll like to buy the
world a Coke”.
The company has been sponsoring big events, like Olympics, Sea Games, FIFA Cup,
International Film Festivals all over the world to create awareness, credibility and to
brand itself as world-class company. It also makes big donations to organizations,
charities and involvement in the communities. These activities have aided Coca-Cola in
creating a positive image and consumers’ perception toward the company.
Though the company makes the world its target market, segmenting by diverse
consumer preferences would still required to help Coca-Cola to serve the consumers
better. As different segments of different countries have various preferences or cultures,
Coca-Cola tried to expand with new flavors, brands and even reduced the sugar
contents in its Coke, to suit all the different segments. This often increases the
acceptance of new drinks that are specially designed for them.
46
Coca-Cola entered foreign markets in various ways. The most common modes of entry
are direct exporting, licensing and franchising.
Besides beverages and their special syrups, Coca-Cola also directly exports its
merchandise to overseas distributors and companies. Other than exporting, the
company markets internationally by licensing bottlers around the world and supplying
them with the syrup needed to produce the product.
There are different types of franchising. The type that is used by Coca-Cola Company
is manufacturer-sponsored wholesaler franchise system. It is very comparable to
licensing but the only difference is that the finished products are sold to the retailers in
local market.
Foreign environment factors have influenced the Coca-Cola’s strategies in international
marketing. Culture has a tremendous effect on people’s preferences and perception.
Language is one of the aspects of culture that marketers must take care of, in term of
translating product name, slogans and promotional messages so as not to convey the
wrong meaning. Coca-Cola did not look much into this aspect when entering into the
markets of countries like China and Taiwan as the literal translation of Coca-Cola in
Chinese characters mean, “bite the wax tadpole”.
Political structure and legal considerations also have impinged on Coco-Cola
Company’s strategies. Governments of some Arab nations boycotted Coca-Cola’s
products due to a political dispute and discontented with the company for maintaining
distributors in Israel.
Changes are necessary in international marketing for consumer’s products, as it is
important that the products suit one’s taste, preferences and fulfill one’s needs. Coca-
Cola has continued changing, improving and developing new drinks to appeal to local
tastes.
After discovering that Coke did not appeal as much to Japanese consumers, Coca-Cola
developed over 30 new drinks for the Japanese market, which inclusive of Asian tea,
English tea, coffee and fermented-milk drink.
In China, Coca-Cola has also begun the similar strategy of introducing beverages
developed for the taste buds of local market. It launched a fruit juice drink called Tian
Yu Di (Heaven and Earth) specifically for the Chinese market with planning of
introducing the market with a Chinese iced tea and soy milk drink.
Being flexible and willing to change to satisfy consumers’ needs, has enabled Coca-
Cola to exploit the economies of scale that was gained by its global marketing and at

47
the same time making its products appeal to local taste, which these have earned the
company an enormous profits quarterly.
As Coca-Cola has expanded over the decades or even nearly a century, the company
has benefited from the various cultural insights and perspectives of the societies in
which business is done. No doubt of the remarkable experience it has, it is still very
committed to local markets, to paying attention to what people from different cultures
and backgrounds like to drink, and where and how they like to drink it, to remain
competitive and to develop more new drinks to satisfy its markets.
Now, the estimated brand equity of Coca-Cola is $84billion, market share of more than
50 percent in beverage industry globally and about 70 percent of its income comes from
countries outside United States. Every 10 seconds, 126,000 people in the whole world,
choose to reach out for one of The Coca-Cola Company brands, and it is the company’s
mission to make that choice exciting and satisfying, every single time.
Not only to make great drinks, Coca-Cola is also determined to contribute to
communities around the world through its commitments to education, health, wellness,
and diversity and consistently shaping its business decisions to improve the quality of
life in the communities in which the company do business.

48
 RESEARCH
METHODOLOGY

49
 RESEARCH METHODOLOGY

Research Methodology is a way to systematically solve the problem.

It may be understood as a science of studying how research is done scientifically. In it

we study the various steps that are generally adopted by the researcher in studying his
research problem along with logic behind them . it is necessary for the researcher to
know not only the research methods/techniques but also the methodology used.
Researchers not only need to know how to develop certain indices or tests , how to
calculate mean or median or mode, how to apply particular research techniques but
must also know which of these methods or techniques are relevant and what would they
mean and indicate and why.

Research process consists of series of actions or steps necessary to effectively carry out
the research.

50
RESEARCH
DESIGN

51
 RESEARCH DESIGN:

The function of research design is to provide for collection of relevant evidence with

minimal expenditure of time effort and money. I followed the census method as I did

daily route riding along with the executives and the salesmen. I got opportunity to meet

and interact with each one of the retailers and closely came to know specific need of the

promotion of Coca-Cola in the market as a whole. I covered the distribution area under

highways at Ghaziabad, Modinagar and little area of NCR

region. Under the supervision I got number of relevant data from on spot inspection and

personal observation.

52
 DATA
COLLECTION
METHOD

53
 DATA COLLECTION METHOD

Observation and interaction with the retailers provided me in depth knowledge about
the availability of changes in promotional items provided by Pepsi and Coca-Cola by
the distributors. I collected all vital data from the outlets visits and survey during my
summer training and which would be of high consideration regarding the designing of
the coming years marketing budget by the Coca-Cola Company.

The survey sheet was instantaneously equipped of data duly observed by me and in a
systematic manner. The data thus inculcated is through Primary Source by Personal
Interviews, Enquiries and Observation. The responses thus received were also
encouraging on my behalf and as well as the company.

1.) MARKETING RESEARCH OBJECTIVES:

To undertake a market study to know the Coca-Cola promotion on the highways.

Comparative sales promotion (accessories) analysis with regard to Pepsi and Coca-
Cola.

2. TYPE OF STUDY : EXPLORATORY

3. RESEARCH AREA : GHAZIABAD

4. SOURCE OF INFORMATION : (PRIMARY)

In this type of data collection mode the interviem\wer uses the wording and order that
seems most appropriate in the context of each interview. These interviews are useful in
obtaining a clearer understanding of the problem and determining what areas should be
investigated.

5 .DATA COLLECTION INSTRUMENT : (SURVEY SHEET)

54
There are several ways of collecting the information considerably in the context of
money costs, time and other resoueces at the disposal of the researcher.

I collected data for my project work through the medium of Survey Sheets

In this method I got the prepared sheets from the company comprising of relevant
questions related with my project. Then I contacted respondents on their shops along
with the sheets for collecting the information.

6.RESEARCH APPROACH: (SURVEY METHOD)

7.SAMPLING PLAN:

Sample design is a definite plan determined before any data are actually collected for
obtaining a sample for a given population. The sample design to be used must be
decided by the researcher taking into consideration the nature of inquiry and other
related factors.

I have paid attention on the following points while designing the sample:

Target population

Sample Unit

Sampling Size

Sampling Method

55
a). TARGET POPULATION:

the population of the study consisted of retailers and dealers. Target population was
taken from the cities of Ghaziabad , Modinagar and Noida.

b). SAMPLING UNIT:

Random sampling was chosen that is where any outlet of the whole population was

likely to be selected as any other outlet that is all the outlets of the population have

equal chances.

Shops pursuing promotional tools (both dealers and retailers) in Ghaziabad, Modinagar

and Noida cities.

c). SAMPLE SIZE:

A total of 100 shops were observed from the cities –Ghaziabad, Modinagar and Noida.

d). SAMPLING METHOD: Purposive Sampling

56
 PROCEES OF DATA COLLECTION
1 The process of data collection in a research study is very important so, it is done

very carefully.The instrument used for data collection was questionnaire,

and all the data collected is on the basis of questionnaire and also stored in

questionnaire.

2 The steps used during data collection are as follows:

3 .OUTLET NAME- The first step in data collection is to go to the outlet and write their name.

4 OUTLET ADDRESS WITH PHONE NUMBER- The second step in data collection

method is to note the address and phone number if any, of the outlet.

5 CHECK LIST- Third, step is to fill the check list on the basis of observation and personal interview

of the retailer. Check list contains the following points:

a) CLEAR SIGN AGE : The signboard and the painting of the Coca Cola

Company at the retails outlets is clear or not, if it is clear then write OK,

otherwise write NO signboard.

b) WARM DISPLAY: Warm display means the display of Coca Cola products on

the front side of the outlet, on cash counter with the full range of flavor and

packs.

c) COLD DISPLAY: Cold display of the product related with the fridge or Ice Box

of the company. It includes the availability of the range of flavors and packs

inside the fridge and the logo of bottles should be on front side and flavors

should be stand together.

d) PRESENCE OF ALL FLAVORS AND PACKS: This part include the

presence of full range of packs of Coca Cola in outlet or not.

e) VISIPURITY: Visipurity also related with the fridge or Ice box. It

means the Coca Cola products percentage in the fridge in respect of other

soft drinks or shop related products.

57
f) VISIBILITY OF COCA COLA PRODUCTS IN SHOP : This part shows

the visibility of Coca Cola - products in the shop , it means the

percentage of Coca Cola products shown in shop with respect to other

soft drinks.

g) STOCK: The last part of the questionnaire and it include the available

stocks of the Coca Cola and Pepsi products in the outlet.

58
 DATA ANALYSIS
AND
INTERPRETATION

59
 DATA ANALYSIS AND INTERPRETATION

Table -1
Retailers Survey Results

ANALYSIS AND INTERPRETATION OF DATA

Retailers Survey Results
Demand for particular brand

Yes 180 90%

No 20 10%

10%
Yes

No

90%

TABLE-1
INTERPRETATION:- The data collected from the retail outlets show
that most of the consumers do demand for some particular brand of their
liking from the retailers. 90% of the retailers believed that specific brand
are demanded which depends on the liking and taste of the consumers.
According to them teenagers mostly demand for cola drinks, while non-
cola drink like Limca, Fanta are liked by matures. Maazaa is more popular
among the female consumers and children.
Market Demand

60
Brands Ranked Ranked Ranked Ranked Ranked
1 2 3 4 5
Limca 76 38% 34 17% 26 13% 14 7% 6 3%
Coca Cola 34 17% 40 20% 36 18% 24 12% 10 5%
Fanta 10 5% 14 7% 20 10% 26 13% 30 15%
Maazaa 16 8% 18 9% 20 10% 24 12% 32 16%
Sprite 0 0% 2 1% 8 4% 10 5% 14 7%
Thums-up 6 3% 6 3% 12 6% 18 9% 22 11%
Pepsi 36 18% 40 20% 30 15% 22 11% 8 4%
Miranda 8 4% 18 9% 22 11% 28 14% 32 16%
Slice 0 0% 2 1% 4 2% 6 3% 8 4%
Mountain 10 5% 26 13% 20 10% 24 12% 30 15%
dew
7 up 0 0% 0 0% 2 1% 4 2% 8 4%
Others 0 0% 0 0% 2 1% 6 3% 4 2%

40% 38%
35%
30%
25%
20% 20% 20%
17%17% 18%
15% 13%
10% 9% 9%
7% 8%
5% 5% 4% 5%
3%
3%
1%
0% 1%
0% 0%
0% 0%
0%
0%
Slice
Sprite

Pepsi

Others
Fanta

7 up
Limca

Maaza
Coca Cola

Thums-up

Miranda

Mountain dew

61
TABLE-2

INTERPETATION:- When the retailers were asked to rank top five

brands of soft drink with respect to their demand in the market. It was

interpreted that Limca was most demanded brand in the market. In the

hospitals Limca had almost 75% sale of the total soft drinks sales. Out of

the 200 samples Limca was ranked one 76 times, ranked two 34 times,

ranked three 26 times which made it the most preferred brand. After Limca

the second ranked of soft drinks according to retailer are cola drinks like

coca cola and Pepsi. After cola drink came the Maazaa , which is very

popular among children and females. Then came Fanta, Miranda brand of

the soft drinks. But mountain dew brand of Pepsi company is going

popularity and its sale in increasing. But after whole retailer analysis it is

interpreted that market demand of the Brands is according to the fallowing

sequence:-

1-Limca 2- coke

3- Pepsi 4- Maazaa

5- Mountain dew 6- Fanta

7- Miranda 8- Thums-up

62
Age Group

Children 20 10%
Teenagers 40 20%
Matures 25 12.5%
Old peoples 10 5%
Equal liking 105 52.5%

10%
Children
20% Teenagers
Matures
52% Old peoples
13% Equal liking
5%

TEBLE-3

INTERPETATION:- Data shows that most of the retailers are of the

view that the all age groups equally like soft drinks. Though only 20% of

them are of the view that teenager have more liking for the soft drinks

these were the retailers who were running cyber cafes or were situated near

some college or school. There was also some retailer who thought that

children like the soft drinks most. But in all it is interpreted all likes that

soft drink.

63
Average Number of Soft Drink sell per day

Less than 5 30 15%

5-10 45 22.5%
10-15 75 37.5%
More than 15 50 25%

25% 15%
Less than 5
5-10
23% 10-15
More than 15
37%

TABLE-4

INTRRPETATION:- Data shows that most of the retailers are of the

view that the average no of crates sell of soft drinks per day. Though 15%

retailers sale soft drinks less than 5 crates per day, 22.5% retailers sale soft

drinks 5-10 crates per day, 37.5% retailers sale soft drinks 10-15 crates per

day and 25% retailers sale soft drinks more than 15 crates per day.

64
Major Consumption Area

On premise 70 35%
Take away 130 65%

35%
On premise
Take away
65%

TABLE-5

INTERPETATION:- Most of the retailers were happy with the major

consumption Area of the coca cola soft drinks. Though 35% retailers liking

the on premise of the major consumption area and 65% retailers liking the

take away of the major consumption Area of the soft drinks.

65
Average Sell of Coca Cola

Less than 3 30 15%

3-5 55 17.5%
5-8 75 37.5%
More than 8 40 20%

20% 15%
Less than 3
3-5
5-8
28%
More than 8
37%

TABLE-6

INTERPETATION:- Data shows that most of the retailers are of the

view that the average crates of coca cola sell in these day. Though 15%

retailers sale coca cola less than 3 crates per day, 17.5% retailers sale coca

cola 3-5 crates per day, 37.5% retailers sale coca cola 5-8 crates per day

and 20% retailers sale coca cola more than 8crates per day.

66
Average Number of Pepsi Sell

Less than 3 55 27.5%

3-5 70 35%
5-8 45 22.5%
More than 8 30 15%

15% 28%
Less than 3
3-5
23% 5-8
More than 8
34%

TABLE-7

INTERPETATION:- Data shows that most of the retailers are the view

that the crates of Pepsi sell in these days. Though 27.5% retailers sell

Pepsi less than 3 crates per day, 35% retailers sell Pepsi 3-5 crates per day,

22.5% retailers sell Pepsi 5-8 crates per day and 15% retailers sell Pepsi

more than 8 crates per day.

67
Since long time selling coke

For one year 30 15%

For 3 year 20 10%
For 5 year 60 30%
For more than 5 year 90 45%

15%
10% For one year
45%
For 3 year
For 5 year
For more than 5 year
30%

TABLE-8

INTERPETATION:- Retailer were very circumspect to answer this

question Though 15% of the retailers sale coke for one year, 10% of the

retailers sale coke For 3 year, 30% of the retailers sale coke for 5 year and

45% of the retailers sale Coke for more than 5 years.

68
Consumer preferred pack for home usage

200ml 21 10.5%
300ml 35 17.5%
1000ml 10 5%
1500/2000ml 134 67%

11%

18% 200ml
300ml
1000ml
5% 1500/2000ml
66%

TABLE-9
INTERPETATION:- Above data show that most of the consumers
prefers 1500/2000ml pet bottles for the home usage or guest serving.
Reason for this given by retailer was that these PET bottles save the
headache of the consumer to return the glass bottles and also save them
from breakage charges. More over these PET bottles are more economical
for the consumers than small packs. The 1000ml pack is not preferred
because it is glass bottles packing still 5% of the retailers though that the
consumer prefers them. 10.5% & 17.5% of the retailers thought consumer
prefer 200ml & 300ml respectively.

69
Consumers preferred pack for marriages

200ml 9 4.5%
300ml 10 5%
1000ml 25 12.5%
1500/2000ml 156 78%

5% 5%
13%
200ml
300ml
1000ml
1500/2000ml
77%

TABLE-10

INTERPETATION:- 1500/2000ml is the most preferred pack for the

marriages and parties according to the retailers. This is also because of the

same very reason i.e. less headache of breakage and returning of glass

bottles, it is more economical as they order in bulk, which allow them to

enjoy trade scheme (one bottle free with one crate) 12.5% of the reatailers

though consumer prefers 1000ml though 4.5% thought they prefer 200ml.

200ml is mostly preferred in the parties than in marriages.

70
Retailers satisfaction

Satisfied 140 70%

Not satisfied 60 30%

30%

Satisfied
Not satisfied

70%

TABLE-11

INTERPETATION:- 70% of the retailers said that they are happy with

the working of the company and 30% had some grievances from the

company side. But most of their suggestions were common.

1. Retailer margin should be increased as this would motivate them and

the sale would be further increased.

2. Home delivery in the areas where there are retail outlets should be

reduced. Moreover no single PET bottle or half crates should be

delivered at home.

3. More Refrigerators should be supplied to them so that required

quantity can made available to the consumers.

71
4. The trade schemes ( one or two free bottles with the crate ) should

be continuous.

5. Supply of the 500ml, 2lt, Limca, Maazaa Tetra, Diet coke should be

on time.

6. 200ml & 300ml should also be the plastic bottles.

7. There should be one packing in place of 200ml & 300ml.

72
 C0NSUMERS SURVEY RESULT

Category of Consumers

Student 40 20%
Serves man 60 30%
Business man 70 35%
House wife 26 13%
Others 4 2%

13% 2%
20%
Student
Serves man
Business man
House wife
35%
30% Others

TABLE-12

INTERPETATION:- Analyzing the data collected from the consumers

show that they consumers belong to this category. Though 20% consumers

belong to the student category, 30% consumers belong to the serves man

category, 35% consumers belong to the business man category and 2%

consumers belong to the others category.

73
Consumer like for the soft drinks

Thirsty 65 32.5%
Like the test 110 55%
Passionate about it 0 0%
Affordable 25 12.5%
Status symbol 0 0%

0%
13%
0%
33%
Thirsty
Like the test
Passionate about it
Affordable
Status symbol

54%

TABLE-13

INTERPETATION:- Analyzing the data collected from the consumers

show that they like soft drink mainly because of the taste. 55% consumers

said that they like taste of the soft drinks. While thirst, is another reason for

the liking. Most of them said that it is the combination of the thirst and

taste, which make them crazy about soft drinks. Affordability doesn’t

matter much as most of the consumers can afford soft drinks.

74
Consumers family income group

0-100000 16 8%
1,00,000-200000 46 23%
2,00,000-3,00,000 78 39%
More than 3,00,000 60 30%

8%
30%
23% 0-100000
1,00,000-200000
2,00,000-3,00,000
More than 3,00,000
39%

TABLE-14

INTERPETATION:- Analyzing the data collected from the consumers

show that they are consumers family income group. Though 8% consumers

family income is the 0-1,00,000, 23% consumers belong to the 1,00,000-

2,00,000 family income group, 39% consumer belong to the 2,00,000-

3,00,000 family income group and 30% consumers belong to the more than

3,00,000 family income groups.

75
Consumer family size

2-3 16 8%
3-5 30 15%
5-8 54 27%
8-12 74 37%
More than 12 26 13%

13% 8%
15% 2-3
3-5
5-8
8-12
37%
27% More than 12

TABLE-15

INTERPETATION:- Analyzing the data collected from the consumers

show that they consumers family size. Though 8% consumers belong to 2-

3 member of the family, 15% consumers belong to the 3-5 member of the

family, 27% consumers belong to the 5-8 member of the family, 37%

consumers belong to the 8-12 member of the family and 13% consumers

belong to the more than 12 member of the family.

76
Consumers preferences for brands

Brands Ranked-1 Ranked-2 Ranked-3

Limca 74 37% 40 20% 24 12%
Coca Cola 36 18% 44 22% 38 18%
Fanta 14 7% 18 9% 22 11%
Maazaa 18 9% 20 10% 24 12%
Sprite 4 2% 6 3% 8 4%
Thums-up 8 4% 14 7% 18 9%
Pepsi 30 15% 40 20% 34 17%
Miranda 8 4% 10 5% 12 6%
Slice 2 1% 0 0% 4 2%
Mountain Dew 6 3% 8 4% 10 5%
7 up 0 0% 0 0% 4 2%
Others 0 0% 0 0% 2 1%

40%
35%
30%
25%
20%
15% Ranked-1
10% Ranked-2

5%
0%
Slice
Sprite

Thums-up

Others
Fanta
Limca

Miranda
Maaza

Pepsi

7 up
Coca Cola

Mountain Dew

77
 TABLE-16

INTERPETATION:- When asked about the preference of the three

most liked brand 74 of the consumers preferred Limca. It is clear from the

data that Limca is the favorite brands of the consumers. Then come cola

drinks, of which Pepsi and coke , which are equally preferred. Then come

Miranda, Fanta, Maazaa, Dew and Thums- up.

Consumer liking is in this order:-

1. Limca

2. Pepsi

3. Coke

4. Miranda

5. Fanta

6. Maazaa

7. Dew

8. Thums-up

The controversy of pesticide regarding the cola drinks is main cause of the

reduction in their popularity among consumers. This has benefited Limca,

Dew and non-Cola drinks

78
Reasons for the consumer preference of certain brands

Taste 120 60%

Price 10 5%
Brand loyalty 50 25%
Celebrity endorsement 12 6%
Other reason 8 4%

6% 4%
Taste
25% Price
Brand loyalty
60% Celebrity endorsement
5% Other reason

TABLE-17
INTERPETATION:- Most of the consumers preferred the brands
mentioned on the previous sheet because they like the test of those brand.
Most people like Limca because they say it is not so strong, It helps them
in gastric problems, Subscribed by doctors, not controversial and is good
in taste, 25% of the Consumers are brand loyal i.e. If the want to have
Coca Cola product they Would only have those, only substitution possible
is within the company’s own brands.
Only 6% of the consumer drinks the particular brand due to some celebrity
endorsement.

Price has less effect on their liking as of the brand are equally priced.

79
Consumers satisfaction from preferred brand

Marginally 30 15%
Completely 170 85%
Can’t say 0 0%

0% 15%
Marginally
Completely
Can’t say
85%

TABLE-18

INTERPETATION:- Most of the consumers were satisfied with the

brands of their preference. To be precise 85% of the consumer said they

are completely satisfied with their brand.

While 15% of the consumers thought some type of the improvement in the

taste or packing can be further made.

80
Soft drink is part of consumers daily life

Yes 120 60%

No 80 40%

40%
Yes
No
60%

TABLE-19

INTERPETATION:- Most of the consumers were liking the soft drink

and he said The soft drink is the part of your life. Though 60% consumers

said the soft drink is the Part of his life.

While 40% of the consumers thought the soft drink is the luxuery status of
his life.

81
Consumers preferred pack for home usages

200ml 14 7%
300ml 30 15%
1000ml 6 3%
1500/2000ml 150 75%

7%
15% 200ml
3% 300ml
1000ml
75% 1500/2000ml

TABLE-20

INTERPETATION:- Most of the consumers prefer 1500/2000ml PET

bottles For home usage as they have no headache to return the empty

bottles and there Is no worry of the breakage. These also give them extra

quantity for less money.

Though 7% &15% 0f the consumers said they prefer 200ml & 300ml

respectively. But still the main liking is for PET bottles.

82
Consumers preferred pack for marriages

200ml 10 5%
300ml 22 11%
1000ml 32 16%
1500/2000ml 136 68%

5% 11%
200ml
16% 300ml
1000ml
68% 1500/2000ml

TABLE-21

INTERPETATION:- As in the previous question most of the consumers

prefer 1500/2000ml PET bottles for marriages and parties. Reason being

less headache to return the empty bottles and worry about the breakage.

This pack also gives them extra quantity for less money.

Some consumer also prefers 1000ml bottles for these occasions.

83
Consumers suggestion to improve the brand

Satisfied 140 70%

Color 0 0%
Price 0 0%
Taste 44 22%
Other 16 8%

8% Satisfied
22% Color
Price
0% Taste
70%
Other

84
RESULTS
&
FINDINGS

85
 RESULT & FINDINGS

STATEMENT OF FINDING

The result which I get through analyzing and evaluating the data drawn from the
schedule and expressed in the form of percentage of sample size and their results can
better explain the level of customer’s satisfaction on after sales.

During my study what I find is described below.

 There is no holiday in a week for the Group C & Group D employee.

 To segment the customer in different category such as grocery,restourent.
 The service which is provided by the Coca Cola Company to the customer is
good.
 Right Execution of product by the sales man in different root is good.
 The Businessman group figures out to be very much aware regarding product.
 Working of management staff is good.
 Subordinate are skillful. They are able to motivate the worker time to time.
 Which bottles found lickage in a customer shop. Company return glass bottle at
the end of the month.

86
 MARKET PROMOTION ANALYSIS

(Special Supervision –Inspection Report in MODI NAGAR MARKET)

The research approach being followed in Modi nagar Market was regarding the
supervision of various outlets, which is one of the major consumable highways. There
was a special inspection done onto the statistical need of various sales promoting
accessories being provided to the retailers.

The distributing unit cover’s the over all supply to the market with his efficient sales
force in application. The unit here has a daily requirement of 550 carets of 200ml
&300mlof Coke, ThumpsUp, Fanta, Limca and Sprite. Whereas the pet consumption is
concerned the scenario is:-

 500 ml – 65 packs.
 2 ltr. - 30 packs.
 1ltr. - 70 packs (Kinley- Distelled Water)
 # LIMCA being the most demanded range of soft drink.

87
LIMITATIONS OF
STUDY

88
 LIMITATIONS OF STUDY

1. The HIGHWAY SURVEY being conducted as the project work under

Hindustan Coca-Cola Beverages Pvt. Ltd. Mainly dealt with the following
limitations:-
2. The survey report that was conducted had a pre-defined boundation of
interviewing the retail outlet owners. It’s based on simple observational analysis
which may lead to deflection at the time of conclusion arrival.
3. The survey sheet being designed had a limited scope of primary data coverage
only. It did not take into consideration the other availability of supply and Co
ground on which it decided upon the provision of distribution of the
promotional accessories.

4 The data regarding:

 How the accessories can be acquired ?

 When the accessories did come into distribution channelling?
 Were the retailers informed on the distribution?
 What encouraged them to posses the accessories?
 Are they enjoying back up from the company for promotional activities?

5. The time constraint was also prevalent as there was not abundant time for a
detailed study to be conducted among the retailers and dealers.

6. The financial limitations could also be felt as the funding regarding the survey was
not subjected which lead to a lack in an in-depth study to be undertaken.

89
RECOMMENDATIONS

90
SUGGESTION

I would like to offer some suggestion if implemented would increase the sale. These are
follows.

 To introduce new product which is related to pudina flavour.

 The company should offer some free check up camp, which leads the
consumers toward the company, and make them brand loyal.
 The company should provide the feedback forms to get the response of the
products.
 Before the launch an aggressive advertising must be carried out in order to
inform the customer about the new product.
 Continuous innovation in production process and services too are recommended
to get the competitive edge.
 Coca Cola Company should disclose own financial budget.
 Coca Cola Company can do better utilization of their resources.
 Coca Cola Company must adopt the better pricing policy for healthy
competition with the existing competitors.
 Coca Cola Company should provide at least one holiday in a week for group
C&D employees.
 Coca Cola Company should be kept separate per unit budget of their plant.
 To expand the market in a rural area

91
CONCLUSION

92
 CONCLUSION

 The various retailer had an enormous demand for better GSB’s and in many
cases of DPS for a better, impressive outlet look to attract consumers.
 The endless demand of visicoolers in order to store large quantity of stock as a
part of marketing and distribution promotional function of the company is
studied therein.
 The steady flow of the company’s promotional accessories could be felt
irrespective of the consumption of the outlets of the product. For example:
racks, counters, sign boards, etc.
 In a competitive environment the company got to study the schemes of their
closest rivals, which they followed and in return fulfilled, the needs regarding
their outlets set up.
 Timely check up of the proper usage of the Co’s assets (SGA) being made as
well as their malfunctioning is rectified.
 Misuse of the Coca-Cola SGA’s should be brought into consideration as a
retailers, stock, other companies, stock and depreciate the demand of the source
company.
 The archrivals product study can be entertained from the retailers and the
privilege on their part is known which helps in formulation of better marketing
promotional scheme’s
 Pepsi’s regular stockholders be traced and break up by providing motivational
introductory offers enhancing the market capture.
 Coca-Cola should try to make arrangements so that the marketing
representatives would visit the retail outlets regularly and try to solve the
retailers, as well as the distributors, problems which they usually face during the
peak season.
 Better efficient sales representatives be appointed to update the retailers about
the schemes in comparison to Pepsi. This would encourage a curiosity regarding
the Coca-Cola schemes among them.
 The complaints of the retailers be studied and paid attention of the highest
degree to ensure better market capturing.

93
BIBLIOGRAPHY

94
 BIBLIOGRAPHY

 Kotlar Philip, Marketing Management, Prentice Hall India, New

Delhi, 2014.
 Kothari C.R, Research Methodology, Wishwa Prakashan, New Delhi,
2014.
 Marketing management by Rajan Saxena (Published by Tata
McGraw Hill).
 Marketing Research theory & Practice by V.V. Bellur (Published by
Himalaya publishing house)
 Marketing Research by Sangeeta Agrawal(Published by Abhinav
publishing Industries

 Journals

 Indian journal of marketing.

 Journal of marketing & Communication.
 ICFI Journal of marketing management.

 Website
 www.cocacola.com
 www.pepsico.com
 www.google.com

95
QUESTIONNAIRE

96
 QUESTIONNAIRE

1.Brand awareness among the consumer based on 1st response.

(a) COCA COLA (b) PEPSI

(c) OTHERS

2. Various motivating factors in making purchase decision.

(a) Students (b) Family

(c) Relatives (d) Yoyrself

3. Chances of buying Coca Cola Company’s Products.

(a)Definitely buy (b) Very likely will buy

(c) Probably will buy (d) Might or might not buy

(e)Definitely not buy (f) Can’t say

4.Strength of Coca Cola Company.

(a) Performance (b) Balance

(c) Fuel Efficiency (d) Price

5. How customers rate Coca Cola offering.

(a) Good (b) Average

(c) Excellent (d) Poor

6. Quality provided by Coca Cola Company is.

(a) Good (b) Average

(c) Below average (d) No response

97
7. Major problem faced by consumer in Coca Cola Company.

(a) Excellent (b) Service

(c) Average (d) Suspension

8. Price charged by the Coca Cola Company.

(a) Very high (b) Competitive

(c) Low (d) No Response

9. What customer see at the time of purchase of product.

(a) Brand (b) Features

(c) Advertisement (d) After Sales Service

10. Behaviour of Management &Staff.

(a) Cooperative (b) Indifferent

(c) Ignorant (d) No Response

11. Level of Customer Satisfaction.

(a)Satisfied (b) Dish-satisfied

(c)No response

98
Q-12: No. of empty glasses of Coke at present.

(a) 0-2 (b) 3-5

(c) 6-10 (d) above-10

Q-13: No of empty glasses of Pepsi at present.

(a) 0-2 (b) 3-5

(c) 6-10 (d) above-10

Q-14: The demand of coca cola soda.

(a) Increased (b) Decreased

99