66819613-coca-cola

CONTENTS

INTRODUCTION OF THE TOPIC EXECUTIVE SUMMARY HISTORY OF COCA COLA IN INDIA IMPORTANT LANDMARKS COMPNAY PROFILE

OBJECTIVES GOALS MISSIN VISION VALUES

ADVANCE SALES ORGANISATION CHARTS MARKETING STRATEGY HEADQUARTERS PRODUCTS AND BRAND MRP LIST COLOJK COCA COLA ADVERTISEMENTS PUNCHLINES MARKET SHARE MARKETING MIX (4 P’S) INNOVATIONS

MARKETING DISTRIBUTION

GAP ANALYSIS LUCKNOW AS MARKET TRAINING TASK MARKET SUMMARY COKE Vs PEPSI RESEARCH METHODOLOGY SWOT ANALYSIS CONCLUSION SUGGESTIONS

FINDINGS LIMITATIONS BIBLIOGRAPHY

ACKNOWLEDGEMENT

I am thankful to “ advance sales and services pvt.ltd. “ for offering me a great chance to undergo project training in this prestigious organization.

I would like to present my deep sense of gratitude to marketing head of modern trade, Mrs. Varsha and Gaurav Kesarwani and all other super house staff for their consistent encouragement and for providing me necessary information about marketing in modern trade.

I take the opportunity to acknowledge and express given to me by sincere thanks for the inspiration and perfect guidance and encouragement given to me by my university guide Mr. Shakil Khan for building concrete platform before sending me on training.

Fatima Samrah Tirmizi( M.B.A III rd semester )

COCA-COLA

The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, largest manufacturer, distributor and marketer of non-alcoholic beverage concentrates and syrups in the world and is one of the largest corporations in the United States. The company is best known for its flagship product Coca-Cola, invented by pharmacist John Stith Pemberton in 1886. The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers nearly 400 brands in over 200 countries or territories and serves 1.5 billion servings each day.[3]

The company operates a franchised distribution system dating from 1889 where The Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory.

The Coca-Cola Company is headquartered in Atlanta, Georgia. Its stock is listed on the NYSE and is part of DJIA and S&P 500. Its current president and CEO is Muhtar Kent.

EXECUTIVE SUMMARY

The main purpose of the project was to determine the maket share of coca cola in Modern Trade of Lucknow.

Company sale do not reveal how well the company is performing relative to competitors. To access the relative performance, market share analysis is done. The company’s overall market share is its sales expressed as a percentage of total market sales. Indian soft drink market today constitute two bif giant players coca-cola and pepsico. Thanx to the liberalization policy adopted by the government which has led to the availability of these global brands in the Indian market, these companys have brought with them the concept of non- alchoholic carbonated flavored and sweetened beverages.

Soft drinks are generally packed in 200ml, 500ml, 1000ml, 1500ml, 2000ml and come in variety of flavors comes in glass as well as plastic bottles. Since so many changes have occurred due to ever changing government policies and customers demand. To cope up with this industry has also gone for many changes,its very much ephasisizing on advertisemnts to increase sales and be in competition.

With introduction of fruit pulp based soft drinks , packaged in card board carton known as tetra pack has been introduced in the market. Coca cola recently used tetra pack of maaza, which is highly in demand and coke’s new flavor vanilla coke which doesn’t able to gain the attention of people in lucknow.

After 1994 the eminent re-entry of coca cola, Indian soft drink industry in heading for two gaints war to capture the market. It has introduced various sharp and efficient tools like tor packages, gifts, prices and other avenues to enhance social status and satisfying personal egos also.

AS we know that there is cut throught competition between coke and pepsi, coca coal should give suppress the sale od pepsi by giving proper schemes and discounts to retailers at right time at right place in right ways which ultimately increases the sale of the company.

On the basis of data analysis the increase in price of coca cola product didn’t affect too much and the ratio of maaza is more than pepsi.

India: Our History in India

Coca-Cola India has made significant investments to build and continually improve its business in India, including new production facilities, wastewater treatment plants, distribution systems and marketing equipment. During the past decade, The Coca-Cola System has invested more than US $1 billion in India, making Coca-Cola one of the country’s top international investors and in 2003, Coca-Cola India pledged to invest a further $100 million in its operations.

The Coca-Cola System in India includes 24 Company-owned bottling operations and another 25 franchisee-owned bottling operations that directly employ 5,500 local people and create jobs for another 150,000.

Virtually all the goods and services required to produce and market Coca-Cola products locally – including our Kinley water brand launched in 2000, Shock, an energy drink launched in 2001, and Sunfill, our first powdered concentrate, also launched in 2001 – are made in India, ensuring that the benefits of such enterprises remain in the local communities in which they operate.

For as long as we’ve been in India, The Coca-Cola Company and our independent bottlers have been engaged at the international, national and community levels to support programs that protect the environment, conserve water, promote education, and provide healthcare.

Sharing Universal Joy through Coca-Cola

The history of Coca-Cola is a story of special moments - times with family and friends and special occasions when Coke was naturally there. Every person who drinks a Coca-Cola enjoys a moment of refreshment - and shares an experience that millions of others have savoured. And all of those individual experiences combined have created a

worldwide phenomenon - a truly global brand that plays its own small part on the world stage.

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

consumers.

A Healthy Growth to The Indian Economy

Ever since, Coca-Cola India has made significant investments to build and continually consolidate its business in the country, including new production facilities, waste water treatment plants, distribution systems, and marketing channels.

Coca-Cola India is among the country’s top international investors, having invested more than US$ 1 billion in India in the first decade, and further pledged another US$100 million in 2003 for its operations.

A Pure Commitment to The Indian Economy

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

Freestyle

In 2009 the company introduced a new touch screen vending machine mixes from among Coca-Colas existing as well as new flavors producing more than 100 custom flavors. Testing began in Southern California, Georgia and Utah in July 2009 with 60 locations around the country planned by the end of the summer.

History

The Coca-Cola Company was originally established as the J. S. Pemberton Medicine Company, a co-partnership between Dr. John Stith Pemberton and Ed Holland .[5] The company was formed to sell three main products: Pemberton's French Wine Cola (later known as Coca-Cola), Pemberton's Indian Queen Hair Dye, and Pemberton's Globe Flower Cough Syrup.[5]

In 1884, the company became a stock company and the name was changed to Pemberton Chemical Company.[5] The new president was D. D. Doe while Ed Holland became the new Vice-President.[5] Pemberton stayed on as the superintendent.[5] The company's factory was located at No. 107, Marietta St.[5] Three years later, the company was again changed to Pemberton Medicine Company, another co-partnership, this time between Pemberton, A. O. Murphy, E. H. Bloodworth, and J. C. Mayfield.[5]

Finally in October 1888, the company received a charter with an authorized capital of $50,000.[5] The charter became official on January 15, 1889. By this time, the company had expanded their offerings to include Pemberton's Orange and Lemon Elixir.

Revenue

The Coca-Cola Company North America offices in Sugar Land, Texas, United StatesAccording to the 2005 Annual Report,[6] the company sells beverage products in more than 200 [7] countries. The report further states that of the more than 50 billion beverage servings of all types consumed worldwide every day, beverages bearing the trademarks owned by or licensed to Coca-Cola account for approximately 1.5 billion. Of these, beverages bearing the trademark "Coca-Cola" or "Coke" accounted for approximately 78% of the Company's total gallon sales.

Also according to the 2007 Annual Report, Coca-Cola had gallon sales distributed as follows:

37% in the United States

43% in Mexico, Brazil, Japan and the People's Republic of China

20% spread throughout the rest of the world.

Bottlers

Main article: List of assets owned by The Coca-Cola Company

In general, The Coca-Cola Company (TCCC) and/or subsidiaries only produces (or produce) syrup concentrate which is then sold to various bottlers throughout the world who hold a Coca-Cola franchise. Coca-Cola bottlers, who hold territorially exclusive contracts with the company, produce finished product in cans and bottles from the concentrate in combination with filtered water and sweeteners. The bottlers then sell, distribute and merchandise the resulting Coca-Cola product to retail stores, vending machines, restaurants and food service distributors.

One notable exception to this general relationship between TCCC and bottlers is fountain syrups in the United States, where TCCC bypasses bottlers and is responsible for the manufacture and sale of fountain syrups directly to authorized fountain wholesalers and some fountain retailers.

In 2005, The Coca-Cola Company had equity positions in 51 unconsolidated bottling, canning and distribution operations which produced approximately 58% of volume. Significant investees include:

36% of Coca-Cola Enterprises which produces (by population) for 78% of USA, 98% of Canada and 100% of Great Britain (but not Northern Ireland), continental France and the Netherlands, Luxembourg, Belgium and Monaco.

40% of Coca-Cola FEMSA, S.A. de C.V. which produces (by population) for 48% of Mexico, 16% of Brazil, 98% of Colombia, 47% of Guatemala, 100% of Costa Rica, Ecuador, Nicaragua, Panama, Peru and Venezuela, and 30% of Argentina.

23% of Coca-Cola Hellenic Bottling Company, S.A. which produces (by population) for 67% of Italy and 100% of Armenia, Austria, Belarus, Bosnia-Herzegovina, Bulgaria, Croatia, the Czech Republic, Estonia, Greece, Hungary, Latvia, Lithuania, Macedonia, Moldova, Montenegro, Nigeria, Northern Ireland, Poland, Rep. of Ireland, Romania, Russia, Serbia, Slovakia, Slovenia, Switzerland and Ukraine.

34% of Coca-Cola Amatil Limited which produces (by population) for 98% of Indonesia and 100% of Australia, Indonesia, New Zealand, South Korea, Fiji and Papua New Guinea.

20% of Coca-Cola Içecek AŞ. which produces (by population) for 100% of Turkey, Kazakhstan, Azerbaijan, Kyrgyzstan, Jordan, Syria, Iraq & Turkmenistan.

27% of Coca-Cola Bottling Co. which is the second largest Coca-Cola bottler in the United States. The company was incorporated in 1980, and "its predecessors have been in the soft drink manufacturing and distribution business since 1902.[8]

11% of Embotellodora Andina which is the major bottler in Chile, Argentina, and a part of Brazil.

IMPORTANT LANDMARKS OF COCA-COLA HISTORY.

1876 Johan Stees Pemberston discovered the formula of coke, name given seven- X of its formula.

1882 Coca-cola company established in Atlanta.

1915 Alexgender, Samulus and Earl R Peassia of “ Indian route. Glass company designed the present bottle of coke and also it was the first patent bottle.

1950 Coca-cola started the operation in India.

1977 Coca-cola closed the operation in India.

1991 Coca-cola came back in India Britco Foods Company.

1992 Coca-cola opened its first bottling plant in pune.

1993 Coca-cola bought all parle products thumps up, Citra, Limca, Gold: spot, maaza at $40 million.

First time coke introduce coca-cola in Agra.

COMPANY’S PROFILE

Mission, Vision & Values

The world is changing all around us. To continue to thrive as a business over the next ten years and beyond, we must look ahead, understand the trends and forces that will shape our business in the future and move swiftly to prepare for what's to come. We must get ready for tomorrow today. That's what our 2020 Vision is all about. It creates a long-term destination for our business and provides us with a "Roadmap" for winning together with our bottler partners.

Company’s mission must be turned to specific objective for each level of management in a system known as a management by objective.

The most common objectives are :

Profitability

Sales growth

Market share

Improvement

Risk diversification

Innovation

Satisfy the customer

Our Mission

Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions.

To refresh the world...

To inspire moments of optimism and happiness...

To create value and make a difference.

Our Vision

Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth.

People: Be a great place to work where people are inspired to be the best they can be.

Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs.

Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value.

Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities.

Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities.

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

Company Goals

Finally the company goals are :

To earn maximum profit

To satisfy the customer needs through better quality of product

To maintain quality of product through best distribution system

To continuously increase their own share of percentage in soft drinks

Our Winning CultureOur Winning Culture defines the attitudes and behaviors 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

Focus on execution in the marketplace every day

Be insatiably curious

Work Smart

Act with urgency

Remain responsive to change

Have the courage to change course when needed

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

ADVANCE SALES & SERVICES (P) LTD. PROFILE

Advance sales and services is the marketing and distributing concern of the Brindaban bottles. The franchised bottlers of CCI limited it covered most part of UP and has an effective distribution system. Its head office is situated as sitapur road, khurramnagar, Lucknow. They have ware house in charbagh, Lucknow, from where direct routes & distributor are fed. Its sister concern Brindavan bottles ltd.is situated at faizabad road, safedabad. It came into existence in 1989 having the capacity of producing six hundreds of bottles per minute of aerated abd 240 bottles per minute of non aerated bottles.

The distributor for coca cola, Advance sales & services pvt. Ltd., managed by Mr. Vivek ladhani manages the marketing & distribution of coca-cola product in major parts of Uttar Pradesh covering the following district.

Lucknow Rae bareili Lalitpur Jhansi Hardoi Sitapur

ORGANIZATION CHART

DIRECTOR

SALES MANAGER GENERAL MANAGER

MARKETING MANAGER

EXECUTIVE

MARKET DEVELOPER PROMOTER

By: South Asia Correspondents, India

Published: May 05, 2009

India - Taking the direct advertising wars and spoof brawls of the cola giants a step further, Coca Cola is deploying ambush marketing tactics during the Indian Premier League's second season.

Consider this. Both PepsiCo's ‘Youngistaan' brand ambassadors - Virender Sehwag, captain of Delhi Daredevils, and Ishant Sharma, member of Kolkata Knight Riders (KKR) - have been formally present at various promotional activities for arch-rival Coca-Cola India, simply because Coca-Cola is the associate sponsor and the official pouring partner for both Delhi Daredevils and Kolkata Knight Riders.

Sehwag, for instance, attended a special send-off ceremony for Delhi Daredevils organised by Coca-Cola India. At the event, Sehwag, along with Coke brand ambassador Gautam Gambhir, unveiled a limited edition bottle of Coca-Cola for IPL.

MARKETING STRATEGIES

Though we heavily rely on historical performance, the figures reported in this report are not historical but are forecasts and projections for the coming fiscal year. The forecasts are updated quarterly. This particular report was updated in the last quarter. In order to maintain comparability over time and across companies and countries, we use an index system. In the case of a firms assets, we treat the total assets as equaling 100, irrespective of the value of the local currency. All other assets are then calculated as a percent from total assets. In this way, the structure of the firms assets can be easily interpreted and compared with international benchmarks. For liabilities, total liabilities and equity are indexed to equal to 100. For the income statement, total revenue is indexed to equal 100, and all other figures are calculated as a percent of these figures. Ratios are projected using raw financial statistics and, as ratios, are therefore

comparable. The source(s) for the various raw statistics include public filings, corporate releases, and various other data sources.

Given a companys financial structure, the resulting figures are benchmarked across leading competitors. In choosing the leading competitors, Icon Group chooses only those firms with sound financial situations or those not undergoing radical restructuring, or where random volatility, mergers, or bankruptcy affects financial performance.

Since the calculation of competitors benchmarks proceeds in a similar fashion, but are aggregated across all competitors, one can directly conduct a financial gap analysis. Here, Icon Group graphically reports, for each part of the financial statement, the larger gaps that the firm has vis-à-vis the leading competitors. A gap need not be a bad sign. Rather, it is simply a substantial difference that might merit further attention or signal a firms relative strength or weakness for the coming fiscal year. Again, all figures are projections, so due caution is required

Mumbai: Coca-Cola Co. plans to invest $250 million (Rs1,040 crore) and enter into newer categories to boost operations in the Indian market.

“We will be spending around $250 million in the next three years for setting up of infrastructure and strengthening sales and distribution activities,” said Venkatesh Kini, vice-president, marketing, Coca-Cola India.

Venkatesh Kini, vice-president, marketing, Coca-Cola India; Atul Singh, president and CEO, Coca-Cola India and Prasoon Joshi, executive chairman and regional creative director, South and South-East Asia, McCann-Erickson, at a press conference in New Delhi on Friday

India has been one of the most difficult markets for Coca-Cola, where it managed to achieve a breakeven just last year. The cola major had re-

entered India in 1993 after a gap of 16 years and, in the past four quarters, has started growing sales with the latest quarter sales up 12%. Now the company is betting big on India and plans to introduce brands from its parent company’s portfolio and expanding its newer segments.

“We are anticipating the future needs and exploring a wide range of products such as flavoured water and teas. The company is also evaluating getting into categories such as energy drinks, sports drink and juices,” said Kini. Coca-Cola recently acquired US

vitamin water maker Energy Brands Inc. (aka Glaceau) for $4.1 billion to boost its lagging position in the race to dominate the fast growing market for non-carbonated drinks.

With an aim to boost the relatively slower growth of carbonated drinks (at 6% annually) in India, the cola major also announced the launch of Indianized drinks, such as aam panna, and the roll-out of its juice brand Minute Maid (present only in South India) across India. With these launches, the company will compete with its archrival PepsiCo India Holdings Pvt. Ltd in the non-carbonated drinks space. Earlier this year, Pepsico India announced its plans to launch traditional drinks such as nimbu-paani, aam-panna and several milk-based drinks over the next three years, besides adding new variants to its existing juice line-up under the Tropicana brand.

According to Datamonitor, a UK-based consumer research company, the carbonated soft drinks segment, which accounts for the bulk of the revenue of both companies, grew at a compound annual growth rate of only around 1% between 1999 and 2006. An analysis by the agency revealed that the soft drinks industry in India, which includes carbonated soft drinks, juices, water and other drinks, grew 6% from $3.15 billion in 2004 to $3.34 billion in 2006. Of this, the carbonated segment grew from $1.31 billion to $1.32 billion.

“Emerging markets, such as China and India, are expected to perform well and stimulate Coke’s sales and profit growth”, according to a recent report by A.G. Edwards & Sons, Inc., a US based brokerage firm. However, “continued weakness in carbonated soft drinks (greater than 80% of Coke’s volume) is a risk” to Coca-Cola’s valuation, said the report. Coca-Cola India also said that the parent company would seek India’s help for global services in area such as engineering, finance, marketing, and technical research and development. “India is already one of the sourcing hub for talent and back-office operations and we plan to take it further,” said Kini. Also on the company’s agenda is setting up a retail university in India, primarily for the unorganized retailers such as local shopkeepers and paanwallahs.

COCA COLA INDIA MARKETING VP MOVES TO ATLANTA

Coca cola has said that venkatesh kini, vice president for marketing in india, has relocated to his global headquarters in atlanta, US, as vice president for juice marketing, according to an indian report.

He will report to Coca-Cola general manager (global juice centre), Guy Wollaert.

“Venkatesh Kini, after a successful three-year term with Coca-Cola India as its vice president for marketing, is moving back to The Coca-Cola Company headquarters in Atlanta,” a Coca-Cola India spokesperson said. “Kini’s elevation to this global role is a recognition of his marketing leadership.

“This latest move is yet another example of global careers being offered to executives within the Coca-Cola system,” the spokesperson added.

The announcement regarding Kini’s replacement as the firm’s India vice president for marketing will be made soon, according to reports.

Mr Kini had moved to India from Coca-Cola North America as vice president of Sprite and flavours in August 2006. He has been associated with the company since March 1998.

COCA-COLA HEADQUARTER IN ATLANTA

Products and brands

1. Coca cola 2. Diet coke3. Thums up4. Limca5. Sprite6. Fanta7. Fanta apple8. Maaza9. Pulpy orange10.Kinley water11.Kinley soda12.Georgia tea/coffee

Soft drinks come in the following pack sizes :-

125 ml.200 ml.300 ml.500 ml.1 lt.2 lt.

COCA COLA

The world’s favourite drink. The world’s most valuable brand. The most recognizable word across the world after OK.Coca-Cola has truly remarkable heritage.From a humble beginning in 1886, it is now the flagship brand of the largest manufacturer, marketer and distributer of non-alcoholic beverages in the world. In India, coca-cola was the leading soft drink till 1977 when the govt. 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 the remote and inaccessible parts of the nation.Coca-cola is very strongly associated with cricket, cinema, music, etc. coca-cola’s advertising campaigns “jo chaho ho jaye”, “life ho to aisi” and “thanda matlab coca-cola” were very popular and had entered the youth’s vocabulary. Coca-cola had signed on various celebrities including movie stars like karishma kapoor, aamir khan ,aishwarya rai and hrithik roshan, cricketers such as srinath, sourav ganguly.

Glass Pet Can200 ml, 300 ml

500 ml, 2 lt

330 ml

THUMS UP

Strong cola taste, exciting personality

Thums up is leading carbonated soft drink and most trusted brand in india. Originally introduced in 1977, thums up was acquired by the coca-cola company in 1983. Thums up is known for its strong, fizzy taste and its confident, mature and uniquely masculine attitude. this brand clearly seeks to separate the men from the boys.

Glass Pet Can200 ml300ml

500 ml2 lt

330 ml

SPRITE

Clear hai !

Worldwide Sprite is ranked as the no. 4 soft drink & is sold in more than 190 countries.

In India, Sprite was launched in year 1999 & today it has grown to be one of the fastest growing sof drinks, leading the clear lime category.

Today Sprite is perceived as a youth icon.

Why ?

With a strong appeal to the youth, sprite has stood for a straight forward and honest attitude. Its clear crisp refreshing taste encourages the today’s youth to trust their instinct, influence them to be true to who they are and to obey their thirst.

Glass Pet Can200 ml300 ml

500 ml2lt

330 ml

LIMCA

Lime n’ lemoni limca

Lime n’ lemoni limca, the drink that can cast a tangy refreshing spell on anyone, anywhere. Born in 1971, limca has been the original thirst choice of millions of consumers for over 3 decades.

The brand has been displaying healthy volume growths year on year and limca continues to be the leading flavour soft drink in the country.

The success formula ?

The sharp fizz and lamoni bite combined with the single minded positioning of the brand as the ultimate refresher has continuously strengthen the brand franchise. Limca energizes, refreshes and transforms. Dive into the zingy refreshment of limca and walk away a new person.

Glass Pet Can200 ml300 ml

500 ml2 lt

330 ml

FANTA

Internationall,fanta the orange drink of coca-cola cmpan is seen as one of the favourite drinks since 1940’s. fanta entered the indian market in the year 1993. Over the years fanta has occupied a strong market place and identified 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. The positive imagery is associated with the happy, cheerful and special times with friends.

Glass Pet Can200 ml300 ml

500 ml2 lt

330 ml

MAAZA

Yaari-dosti taaza maaza

Maaza was launched in 1976. Here was a drink that offered the same real taste of fruit juices and was available throughout the year.

In 1993, maaza was acquired by coca-cola india.maaza currently dominates the fruit drink category.

Over the years, brand maaza has become synonymous with mango. This has been the result of such successful campaigns like “ taaza mango,maaza mango ” and “ botal main aam,maaza hai naam “. Consumers regard maaza as wholesome, natural fundrink which delivers the real experience of fruit.

The current advertising of maaza positions it as an enabler of fun friendship moments between moms and kids as moms trust the brand and kids love its taste. The campaign builds on the existing equity of the brand and delivers a relevent emotional benefit to the moms rightly captured in the tagline “ yaari dosti taaza maaza “.

Glass Pet Can300 ml 1.2 lt ---

KINLEY MINERAL WATER

Kinley is a high quality bottled water processed with added minerals popular among adults who seek a better quality of life and a healthy lifestyle. Kinley watre understands thr importance and value of this life giving force. It thus promises water that is as pure as it is meant to be. Water you can trust to be truly safe and pure.Kinley water comes with the assurance of safety from coca-cola company. That is why we introduced kinley with reverse osmosis along with the latest technology to ensure the putiry of our product.

Pet1.2 lt

INGREDIENTS OF COCA-COLA PRODUTS

SWEETENED CARBONATED BEVERAGEINGREDIENTS :

Carbonated water Sugar and acidity regulator Contains permitted natural color Added flavors like orange, lemon, mango, apple. Contains no fruit Contains Caffeine Energy : 40 kcal Carbohydrate : 10 g Sugar : 10 g Protein : 0 g Fat : 0 g

Secret ingredients are :

1 oz caffeine citrate

3 oz citric acid

1 fl oz extract vanilla

1 qt lime juice

2½ oz flavoring

30 lb (14 kg) sugar

4 fl oz fluid extract of coca (decocainized flavor essence of the coca leaf)

2½ gal water

Caramel sufficient

MRP LIST

SOFT DRINKS QUANTITY PRICECoca-cola 2lts 55

500ml 20200ml 8

Can 200ml 20Diet coke 200ml 25Thums up 2lts 55

500ml 20200ml 8

Can 200ml 20Sprite 2lt 55

500ml 20200ml 8

Can 200ml 20Limca 2lt 55

500ml 20300ml 12

Fanta 2lt 55500ml 20200ml 8

Fanta Apple 500ml 20Maaza 1.2lt 45

300ml 12Pulpy OrangeKinley Mineral Water 1lt 12Kinley Soda 500ml

COLOJK

COLOJK is the coca-cola products display pattern on shelves. This is the order in which the flavors are arranged on shelves as per the company’s marketing strategy to give additional effects to the brand. COLOJK pattern helps to :

1. Increase sales2. Customer convenience3. Flavor arrangement ( fizzy to sweet )4. Easy stock check5. Catch missing flavors quickly6. Attract customer attention7. Quantity differentiation

< CO > COLA

< L > LEMON

< O > ORANGE

< J >JUICES

< K >

COLOJK

CO ( cola )

COCA-COLA THUMS UP

L ( lemon )

SPRITE LIMCA

O ( orange )

FANTA FANTA APPLE

J ( juices )

MAAZA PULPY ORANGE

K ( kinley )

KINLEY MINERAL WATER KINLEY SODA

COCA-COLA ADVERTISEMENTS : THE REAL THING

Advertising has played an important role in the successnof our products since our 1st newspaper ad in 1886, which read, “ coca-cola. Delicious ! refreshing ! exhilarating ! invigorating ! “. The company uses advrtising to trigger desire as often and in as many ways as possible.an’t beat. Throughout the years, slogans for coca-cola have always been memorable.

Here are some highlights :-

2007 – Piyo sir utha ke

2003 – Thanda matlab coca cola

2000 – Coca-cola enjoy

1993 – Always coca-cola

1990 – Can’t beat the real thing

1989 – Can’t beat the feeling

1986 – Red, white and you

1982 – Coke is it

1976 – Coke adds life

1971 – Id like to buy the world a coke

1969 – It’s the real thing

1963 – Things go better with coke

1959 – Be really refreshing

1944 – Global high sign

1942 – It’s the real thing

1936 – It’s the refreshing thing to do

1929 – The pause that refreshes

Akshay Kumar Thumps Up AD New CAR one

MARKET SHARE ANALYSIS

Company sales do not reveal how the company is performing relative to competitors. For this purpose management needs to track its market share. Logo up the company’s market share goes up so company is gaining on competitors.

There are four different measures for market share :

1- over all market share : the company’s over all market share is its scale expressed as a percentage of total market sale. Two decision are necessary to use this measure.

To use unit sales – I hav eused in the project Defining the total market – In this project all the brands of coca-cola are included in total sales & the

brands like milk badam, lassi & juices etc. are not included.

2- Served market share : the company’s served market share is its sales expressed as percentage of total sales to its served market. Its served market is all the buyers who would be able and willing to buy its poducts.

3-relative market share top ( to top three competitors ) : this involves expressing company’s sales as a percentage of the combined sale of three largest competitors.

4-relative market share : some companies track their shares as apercentage of the leading competitor’s sale.

Overall market shares are normally the most available measure, since it requires only total industry sale. I have used this measure in my project.

ADVANTAGE OF ASSESSING MARKET SHARE

For the organization

1. High production – reduced cost2. Increase of overall productivity of organization.3. Profit maximization.4. Reduction in variable cost.5. Organization will get better shelf-space.6. Dealer will become more loyal.

For the dealer

1. Become a proud member of leading organization.2. Increase of business.3. Profit increase.4. Organization will provide more profit.

For the consumer

1. Better quality.2. Easy availability of product.3. Increase of brand image.

Recommending ways of gaining market share

1. Increase the number of outlets.2. Distribution and product quality always be better than pepsi.3. Company should increase its marketing expenditure faster than the rate of

market growth. It should increase the expenditure on slaes force, advertising expenditure should be increased. Sales promotion should be increased for providing subsidised chilling equipments.

4. Company should never resort to price-cutting because pepsi does and so net gain would follow that.

Factors affecting market share of cold drink

Number of outlet ( coverage )

1. Number of chilling equipments2. Extent of competition3. Price elasticity4. Effectiveness of distribution5. Seasonal pattern6. Marketing ( brand image )7. Essential requirement of trade number of empties and chilling equipment

in the market8. Sales promotion9. Market information update10.New product development11.Appropriate warehouse12.Adequate man-power

MARKET SHARE

Coca-Cola: A Fortune 500 company in India

Coca-Cola is a leading player in the Indian beverage market with a 60 per cent share in the carbonated soft drinks segment, 36 per cent share in fruit drinks segment and 33 per cent share in the packaged water segment. In 2004, Coca-Cola sold 7 billion packs of its brands to more than 230 million consumers across 4,700 towns and 175,000 villages. The company has doubled its volumes and trebled its profits between 2001 and 2004. Coca-Cola continues to re-affirm its commitment to India through active ‘Citizenship Efforts.” All its plants in India partner with local NGOs to alleviate local community issues in numerous small ways. It boasts of impeccable credentials on quality. Coca-Cola has succeeded in spite of an extremely price-sensitive consumer with entrenched beverage consumption habits – tea, nimbu-paani (lemonade) and a fragmented and geographically dispersed retail market, and a high tax environment.

SALES : Coca-cola sale is 60% and Pepsi sale is 40 %.

Sales

PEPSI COCA-COLA

MARKETING MIX AND STRATEGIES

Marketing mix of any organization consist of P’s i.e. product, price , place and promotion having its own significance, that varies from one organization to other.

In coca-cola the information about all the P’s is given here.

Product

Product mix of coca-cola cocsist of various brand packs and flavour given in the table. Product strategy of the coca-cola is to promote all the brands available in all the brand packs and to introduce the product in new flavour and even new product regarding this “coca-cola” is introduced.

Diet-coke is made available for suger free users. Fanta apple and green apple is also introduced. Our kinley water was launched in 2000. In 2001 oue energy drink shock and our first powdered

concentrate sunfill hit the market.

Price

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

Place

Coca-cola company in india is governed from its corporate offie located at gurgaon in haryana. It governs the working of five zones covering whole of india. These zones are northern zone,eastern zone, western zone and andhra pradesh zone.

These zones are divided into various plants which govern the areas assigned to them. The areas are the various distribution centres called distributors and C&F agents, then comes then comes the reatilers who deal directly with the customers. The coca-cola company which gave its reach to the mouth of billions of people all around the

world having a wide dstribution network in india the pace and speed at which coc-cola is going.

Widened its businesss is really amazing. distribution network is the biggest strength of the company.

Promotion

In this part the marketing is playing a very vital and important role in the current situation in india luckying at the competition and advertising budget of both companies coca-cola and pepsi. One can easily estimate the importance of the promotion mix of coca-cola. It is divided into top line promotion and below line promotion.

INNOVATION

At the leading edge of the beverage industryfor over a century the coca-cola company system in india also introduced a series of innovation in the areas of production, distribution and marketing never seen before in india.

MARKETING

“Image enhanced” graphics on signage retail outlet walls and delivery vehicles. Trademark tricycles and pushcharts with umbrellas covering a thousands of

mobile outlets. Training for retailers in merchandising techniques such as product placement. Leading edge merchandising equipment, including ice-box,coolers that allow

small retailers to serve ice cold soft drinks. Providing chillers and refrigerators to super market stores like big

bazaar,spencers etc. Franchise to Mc Donalds and such counters is also given. Large single and refillable glass bottles offering consumers more value. Georgia green refillable glass bottle produced 1st time in india to differentiarte the

brand. Schemes of one bottle free on other and combo packs to attract customers. Introducing more flavours to expand the market and invite more people.

DISTRIBUTION

Full-depth stackable plastic crates in bright red colour with coca-cola trademark. Bay route trucks,three wheel vehices open bay for city distribution. Shelves in super houses Trollies for logistics within the store.

GAP ANANLYSIS

In business and economics, gap analysis is a tool that helps a company to compare its actual performance with its potential performance. At its core are two questions: "Where are we?" and "Where do we want to be?". If a company or organization is not making the best use of its current resources or is forgoing investment in capital or technology, then it may be producing or performing at a level below its potential. This concept is similar to the base case of being below one's production possibilities frontier.

The goal of gap analysis is to identify the gap between the optimized allocation and integration of the inputs, and the current level of allocation. This helps provide the company with insight into areas which could be improved. The gap analysis process involves determining, documenting and approving the variance between business requirements and current capabilities. Gap analysis naturally flows from benchmarking and other assessments. Once the general expectation of performance in the industry is understood, it is possible to compare that expectation with the company's current level of performance. This comparison becomes the gap analysis. Such analysis can be performed at the strategic or operational level of an organization.

Gap analysis is a formal study of what a business is doing currently and where it wants to go in the future. It can be conducted, in different perspectives, as follows:

Organization (e.g., human resources) Business direction Business processes Information technology Gap analysis provides a foundation for measuring investment of time, money and human resources required to achieve a particular outcome (e.g. to turn the salary payment process from paper-based to paperless with the use of a system). Note that 'GAP analysis' has also been used as a means for classification of how well a product or solution meets a targeted need or set of requirements. In this case, 'GAP' can be used as a ranking of 'Good', 'Average' or 'Poor'. This terminology does appear in the PRINCE2 project management publication from the OGC.

Definition

Technique for determining the steps to be taken in moving from a current state to a desired future-state. It begins with (1) listing of characteristic factors (such as attributes, competencies, performance levels) of the present situation ("what is"), (2) cross-lists factors required to achieve the future objectives ("what should be"), and then (3) highlights the 'gaps' that exist and need to be 'filled.' Also called need-gap analysis, needs analysis, and needs assessment

Gap analysis and new productsThe need for new products or additions to existing lines may have emerged from portfolio analyses, in particular from the use of the Boston Consulting Group Growth-share matrix, or the need will have emerged from the regular process of following trends in the requirements of consumers. At some point a gap will have emerged between what the existing products offer the consumer and what the consumer demands. That gap has to be filled if the organization is to survive and grow.

To identify a gap in the market, the technique of gap analysis can be used. Thus an examination of what profits are forecasted for the organization as a whole compared with where the organization (in particular its shareholders) 'wants' those profits to be represents what is called the 'planning gap': this shows what is needed of new activities in general and of new products in particular.

Product Gap

The product gap, which could also be described as the segment or positioning gap, represents that part of the market from which the individual organization is excluded because of product or service characteristics. This may have come about because the market has been segmented and the organization does not have offerings in some segments, or it may be because the positioning of its offering effectively excludes it from certain groups of potential consumers, because there are competitive offerings much better placed in relation to these groups.

This segmentation may well be the result of deliberate policy. Segmentation and positioning are very powerful marketing techniques; but the trade-off, to be set against the improved focus, is that some parts of the market may effectively be put beyond reach. On the other hand, it may frequently be by default; the

organization has not thought about its positioning, and has simply let its offerings drift to where they now are.

The product gap is probably the main element of the planning gap in which the organization can have a productive input; hence the emphasis on the importance of correct positioning.

Market gap analysis

In the type of analysis described above, gaps in the product range are looked for. Another perspective (essentially taking the `product gap' to its logical conclusion) is to look for gaps in the 'market' (in a variation on `product positioning', and using the multidimensional `mapping'), which the company could profitably address, regardless of where the current products stand.

Many marketers would, question the worth of the theoretical gap analysis described earlier. Instead, they would immediately start proactively to pursue a search for a competitive advantage.

Study GAP Analysis of outlets in MODERN TRADE

Modern trade is divided into 3 sections :

Hyper Super Convenio

LUCKNOW AS A MARKET

A market comprising o both semi-urban and semi-rural type of consumers. Having its dimensions stretching from lucknow itself of various small homelets situated as for 90 to 120 kilometers. Having an equally competitive market provides the major competition ground for soft drink giants.

Lucknow is going through a transformation in its lifestyle with sahara infrastructure and housing generating ample avenues. Be it residential or commercial, our projects are making a statement that is bound to turn to eyes. In the same line the recent project Sahara Ganj, opened in November 2005, from our baggage is to provide the city with the best entertainment arena. A brand super mall, it is self sufficient in its offerings & specifications of highest order. With a buildup area of approx 525 thosand sq.ft. it is 3rd largest mall in India. Matching the international standards and having the best value additions, it truly orchestrates a synergetic symphony of reatiling amidst the environment of recreation and pleasure with state-of-the-art facilities. With its majestic elevation, massive atrium, spacious corridors, multiple escalators & designer capsule lift it is altogether a different world.

The food chains like McDonald’s, Barista, Nirula’s, Pulse food, Java Green, Moti Mahal etc area few names that serve food in this mall premise. Big Bazaar & Pantaloonsare the anchors along with other occupents who are in the section of garments, entertainment, furniture, etc.

Sahar Ganj is poised to become a pioneer in its class which shall set the standard in terms of quality of design development, construction, technology and services.

Othe malls in the city are Fun Republic Mall, River Side Mall & Wave (West End Mall ) in Gomti Nagar.

I had to do the market survey of super houses in Lucknow. As we all know we have only two super house in lucknow i.e. Biz Bazaar and Spencers. So I had done a market survey of these stores located in

Sahara Ganj - Big Bazaar ( Shahnajaf Road ) Fun Republic - Spencers ( Nishat Ganj Gomti Nagar ) and River Side mall - Big Bazaar ( Gomti Nagar )

I had to survey the Food Bazaar in Big Bazaar to check :

the coca-cola stock availability

its supply and demand

product display on shelves and chillers

soft drinks’ expiry date

availability of stock in warehouse

sales per day

take purchase orders

make the schemes available to consumers

deal with the customers

convince them to buy our cold drink

ask people in the malls about their choice drink – coke or pepsi ?

survey in the malls and ask people what do they prefer more - juices or fizzy drinks

1-BIG BAZAAR ( SAHARA GANJ )

Located in the middle of the city, is the most happening mall in the town. Big Bazaar in Sahara Ganj is running on 3 floors.Big Bazaar is a family store which keeps every possible item. Our surbey section was the Food Bazaar on ground floor. Food Bazaar had 1 big common chiller, 1 shelf,1 hoard corner and a warehouse at the backyard for coke products. product availabilty was good and appreciable. sale was also very fast with no wastage of stock. bulk sale was noticed.

2-SPENCERS ( FUN REPUBLIC )

Located in Gomti Nagar Nishat Ganj extension area. Its also a family store with a small food section with 1 chiller for coke,2 shelves, 2-3 display stands and a warehouse in basement. Food section is on the ground floor.

3-BIG BAZAAR ( RIVER SIDE MALL )

Located in Gomti Nagar area of city aside Ambedkar Park. The Food Bazaar here also is on the ground floor with 1 big chiller for coke,display panels,stands and warehouse.the sale here was not very good but average.supply was instant and availability was good enough.

MARKET SURVEY OF COKE PRODUCTS

DRINKS

COKE THUMSUP

SPRITE LIMCA MAAZA FANTA

MIRINDA SLICE PEPSI DEW

Radhika Shabeena Noman Nauman Saurab Mary Afia Mariya

Adil shauri Ibad rani Adnan kajal Azra

Mehek AishaSeema Pankaj Jyoti Piku

Shazia Asmi Pinky Puja Akansha Zehra

Madood Jai Naghma LalitaVidushi

vidushi Shely

Samreen Fauzia SandeepYusuf Salma Sumi

Shariq Mr.Walia Fatima Meraj ReetaNazia

Kavita Fahad Hari VaibhavApoorva Rahul

Pappu Parul Amina Khushbu Chnki LilyPurab Saumya Ritu Kopal Chetan Mayank Raja

JUICES

PULPY ORANGE

FRUITY MAAZA JUMPIN REAL TROPICANA SLICE CUSTOMER

Varsha

Pooja Hidayat

Shahrukh shilpi

sakshi richa

sonal Kriti

Mr.Singh Salman

Meghna Rahul

Deepak Ravish

FIZZY DRINKS, JUICES & CUSTOMERS

FIZZY DRINKS JUICES CUSTOMERS

Faiz Rohan

Akshat Zohaib

zeeshan Shama

Shuivi Riaz

Kangna Divya

pushkar Rimi Azmi

Shantanu Asif

Shruti Vandana

1. There is a tough competition between two major soft drink companies

namely the coca cola company and the pepsico.2. Coke provides better promotional schemes and services as compared to

pepsi.3. In the segment of PET bottles coke offers two bottles (2 lts) at the price of

Rs. 89 only.4. Campaigning schemes are better of coca cola as compared to Pepsi..5. Coca cola does provide the entire flavor in the market but pepsi does not

provide all the flavors like fanta apple, fanta green apple, diet coke, pulpy orange.

6. Delivery van of coca cola are in better condition as compared to pepsico.7. Coca cola provides the product range of 11 while pepsico provides 9 of

them.8. Prices of coca cola soft drinks are more reasonable than pepsi.9. Coca cola was the first company to introduce coca cola small glass bottles

200 ml at Rs.5.10.Latest promotional schemes of coca cola are profitable for customers as

compared to pepsi.11.Coke also provides a hot beverage like georgia tea/coffee where as

pepsico does not provide any such beverage.12.Coke provides more varities wheras pepsi does not. i.e.

In black drinks coke offers coca cola and thumpsup whereas pepsico provides just pepsi.

Orange drinks by coca cola are fanta & pulpy orange whereas pepsico provides mirinda.

In lemon drinks coca cola provides limca & spirite whereas pepsico provides 7up & mountain dew.

13.Coke has better chillers, counters abd display shelves in super houses as compared to pepsico. Eg big bazaar, vishal mega mart.

RESEARCH METHODOLOGY

Most business that fails to do so because they have not obtained analysed or acted upon market information regarding their product or service, information that is readily available. Whether the product is confectionery bar or an engineering product, the market plan need to cover area such as the product specification and its relation to the consumer needs and requirement, branding pricing distribution method, advertising support market definition and segmentation forecast, sales levels etc. each of these decision require information from the market to increase the chance of getting it right.

DEFINING MARKET RESEARCH

In 1987, the American management association adopted a new definition of Market research.

“Market research is the function, which link the customer and public to the marketer through information that is used to identify and define marketing opportunity and problem, refine and revalue marketing actions, monitor marketing performance “.Marketing research is the systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situation facing the company.

And improve understanding of marketing as a process.” It’s no longer enough to satisfy customers, you must delight them.

Effective marketing research involves the following 5 steps :-

1. Define the problem and research objective.2. Develop the research plan.3. Collect the information.4. Analyze the information.5. Present the findings.

RESEARCH METHODOLOGY

The purpose of methodology is to describe the research procedure. This includes overall research design, the sampling procedure, field work and the data collection method and analysis procedure.

Type of research : Exploratory Research DesignMethod of Research : Data Collection MethodSampling Method : Random SamplingSample Unit : HyperSample Size : 3

METHOD OF DATA COLLECTION

1. Primary data collection : The survey report and the questionnaires are filled up by the data from primary sources.

2. Secondary data collection : Some of the data is also collected from the company websites.

RESEARCH DESIGN INFORMATION : INFORMATION NEEDS FROM AN EDS

Descriptive research design was used to collect the information needed regarding the following for both coca-cola and pepsi.

Total number of outlets. Name, Address, phone number, types of outlets. Availability of filled stock. Presence of sales generating assests(SGA’s) own your assests (OYA’s) &

Ice Boxes. Purity & proper functioning of visi- cooler. Signage and display present. Service frequency. Mode of payment. Behavior of company Sales person. Complain handling.

Fieldwork was done onto maximum accuracy from my side but some discrepancy might have crept in keeping in mind the limitations of the fieldwork. The data collected according to the structured EDS format and maximum possible effort was made to reduce subjectivity.

COMPILATION OF EDS

Data was collected from primary source because the objective of the project was to find out market share first hand, or relying on any form of secondary data was not the idea. Primary data thus gave current position of market share of coke.

ANALYSIS OF EDS DATA

The EDS data was compiled at each distributor area level( in case of an agency) and each route level( in case of a direct route). For each of these areas, summaries were generated in prescribed format. The analysis of these summaries laid the foundation for all the further work of the project.

COMMITMENT TO QUALITY:

The coca-cola quality system is a world wide initiative involving every aspect of our business. Everyone who works for or with coca-cola is empowered and expected to maintain the highest standard Of quality in product, processes and relationships.

We are never content to let our standard become static. The coca cola quality system mandates indepth self assessment through our operations, by all our business units this enables us to raise a standard even higher. In our ingredients evaluation laboratories, for example we perform precise analysis of fruit juices and other ingredients send to us by our suppliers to ensure and to improve product quality.

Our processes too undergo constant scrutiny to safe guard water we use in our product and the packaging that carries them to our customers. We inform and educate our business partners about our standards so that they meet the highest quality requirements. Under the coca cola quality

systems quantity is our highest business onjective and our highest enduring obligations.

SAMPLING PLAN

The study was conducted in Lucknow. For the purpose of study, a sample size of 3 hyper stores was taken –Big Bazaar ( Sahara Ganj ), Big Bazaar ( Riverside Mall ) and Spencers ( Fun Republic ).

METHODS ADOPTED FOR DATA ANALYSIS

The data analysis is done through the following : Tables Pie chart Flowchart

SWOT ANALYSIS

STRENGTHS

Good company image. Well trained and experienced workers and executives are avalaible. Strong distribution network. Brand “Thumps up” alone covers the big market. Adopted two types

of distribution channels (direct route & indirect route).

WEAKNESSES

Less personal contacts with retailers. Service is not good. A company official does not visit outlets regularly. Less advertisement channels. Limited schemes. Repairing of S.G.A’s ( Sales generating assets) Not proper condition with retailers.

OPPORTUNITIES

High growth rate for fruit drink market. Therefore there is a need only of marinating this share in future.

THREATS

High growth of competitors product. Better facility provided by the competitors to their distribution this

might lead to swittch over to slice distribution towards competitors.

CONCLUSION

My rigorous summer training on the project titled market share of coca cola in lucknow city, gave me a good scope to study the working market. That was how I was able to apply my theory in project.

On the basis of brand survey concluded in Lucknow city coca cola emerged as a winner among cola war. This survey was conducted on the basis of availability of different flavors and packs of a specific brand. Coca cola exceeded its arch rival pepsico by a good percentage.

The major driving force for coca cola was its cordial customers relationships. IT carries out a total product sales It carries out a total product sales pyramid which shows the dependence criteria of the various segment made in it. Each segment has its own pros and cons. The inclination towards the specific segment has to be understood clearly because it indicates a sale of particular flavor which is more appealing than the other ones.

Example: thumpsup which is proving as a range among young generation also observe the change between the fate dealer, subdealers, monopoly counters and its marketing strategy.

Fate dealer survey the consumers in wrong direction. Connecting link influences the choice of the wire a lot and has to be kept in mind.

It is advisable to maintain a brand loyalty in the company as it is in the other countries so it should maintain the direct contact with the retailers and influences them by monetary benefits.

FINDINGS

There is a tough competition between two major soft drinks companies in the market namely the coca cola Company and pepsi.

Coke provides better promotional schemes and services as compared to pepsi.

In the segments of pet bottles, coke offers two bottles (2lts) at a price of Rs.89 only.

Campaigning schemes of coca cola are better of coca cola. Glow signs, paintings and signage of coke are more than compare to pepsi.

Coca-Cola provides the entire flavor in the market but pepsi does not provide all the flavors.

Delivery van of coca cola is in better condition as compared to pepsi.Personal relations with the retailers influence the frequency of supply, thus coke is better.

Coke offers 11 products in its product line. There is more demand of coke and thumps up because of better

promotional schemes, services and profit margin (difference of Rs.8) Coke also produces a hot beverage: Georgia tea/coffee. Coca-cola sales people are good in interaction and dealing with

customers.

SUGGESTIONS

Suggestions are the most vital section of project report. Success of undertaking of project lies in the unbranded implemental suggestions. Sometime these suggestions play an important role in planning of an organization. Some of these important suggestions are as follows:

For market share of different flavor

1.From advertising and brand loyalty concept point of view company should make more and more monopoly counters in prime locations. This will give a good impression to the customers and it will also help in making consumers brand loyal.

2.Company shpould emphasis more on availability of various flavors to meet out the demand of customers through proper supply chain.

3.Company itself should develop of good report with retailers who have large scale and should be continuously motivated by using mopnetory motivations.

For effective distribution network

1.Proper supply of goods, services to retailer is very essential.

2.Strategy of coca cola of appointing sub dealer in different localiytu does not seem to be fruitful, as we found that direct expanation of small retailers in term of scheme and price of careates.

3.Concrete on outputs area were required huge quantity of goods.

4.Proper arrangements of vehicles taxi in supply product.

5.To appoint sub-dealer and monopoly counter for effective supply product.

6.Daily visit of executive is to make a good distribution network and satisfaction to retailers and dealers.

7.Daily visit of vehicles.

For availability of brands

1.The major brand of company ib thumps up, coca cola and fanta these are available in suficient quantity.

2.Incase of 500ml pet bottles , its demand is more but the delivery of it is not proper for the reason customer is re divert to the purchase of pepsi.

3.This is the duty of company executive abd personnel to convey proper information & schemes to retailers about the brand and should see the availability of product

On the basis of advertisements.

1.Advertisement should be present in an emotional way with good brand ambassador so that it will help to sell more and more.

2.Each brand has distinguish punch line for instant communication to customer.

LIMITATIONS

When such a project is conducted, it has limitations, which are listed below:

1.Time factor acted a big constant. The universe is too large to be covered within given time period.

2.There is lack of co ordination among the various agencies of the companies. Some respondants were not willing to answer.

3.The survey has been conducted in few areas of lucknow due to limited time. It is very difficult to make people understand the significance of conducting survey.

4.Some dealers did not want to tell us the actual sale of soft drinks from the counter.

5.Due to shortage of monetory resources the project report does not reach to its perfection.

6.Lack of knowledge of area has also affected the research.

7.Lack of sales executive interest to answer the question is also an important limitation.

8.Lack of customers interest to answer the question is also an important limitations.

9.The entry and exit of new and old outlets can also effect the market share.

10.Data collected during the summer session, which is the boom period, so these data cant be generalised for the complete year.

BIBLIOGRAPHY

en.wikipedia.org/wiki/The_Coca-Cola_Companywww.cokefacts.com/India/bg_in_history.shtmlwww.coca-colaindia.com/aboutus/aboutus_heritage_cl.aspx

www.businessdictionary.com/defi SUGGESTION

nition/gap-analysis.htmlen.wikipedia.org/wiki/Gap_analysiswww.researchandmarkets.com/reports/200193www.livemint.com/2007/.../CocaCola-bets-big-on-India-p.htmlwww.thecoca-colacompany.com/ourcompany/manifesto_for_growth.html

A

PROJECT REPORT

ON

“MARKET SURVEY AND GAP ANALYSIS OF OUTLETS IN MODERN TRADE”

PREPARED AND PRESENTED TO

“COCA-COLA”

UNDER THE GUIDANCE OF UNDER GUIDANCE OF

MR. SHISHIR SRIVASTAVA MOHD. SHAKIL KHAN

MARKETING HEAD, H.O.D. (M.B.A.)

COCA-COLA,LUCKNOW INTEGRAL UNIVERSITY

SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF DEGREE OF MASTERS IN BUSINESS ADMINISTRATION

MADE BY :-

BUSHRA SIDDIQUI

MBA 2ND YEAR, MARKETING

ROLL NO. 00800122025

INTEGRAL UNIVERSITY

DASAULI, KURSI RAOD, LUCKNOW-226026

WWW.INTEGRALUNIVERSITY.AC.IN

A

PROJECT REPORT

ON

“MARKET SURVEY AND GAP ANALYSIS OF OUTLETS IN MODERN TRADE”

PREPARED AND PRESENTED TO

“COCA-COLA”

UNDER THE GUIDANCE OF UNDER GUIDANCE OF

MR. SHISHIR SRIVASTAVA MOHD. SHAKIL KHAN

MARKETING HEAD, H.O.D. (M.B.A.)

COCA-COLA,LUCKNOW INTEGRAL UNIVERSITY

SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF DEGREE OF MASTERS IN BUSINESS ADMINISTRATION

MADE BY :

DIVYA KESARVANI

MBA 2ND YEAR, MARKETING

ROLL NO. 00800122029

INTEGRAL UNIVERSITY

DASAULI, KURSI RAOD, LUCKNOW-226026

WWW.INTEGRALUNIVERSITY.AC.IN

ACKNOWLEDGEMENT

I am thankful to “ advance sales and services pvt.ltd. “ for offering me a great chance to undergo project training in this prestigious organization.

I would like to present my deep sense of gratitude to marketing head of modern trade, Mrs. Varsha and Gaurav Kesarwani and all other super house staff for their consistent encouragement and for providing me necessary information about marketing in modern trade.

I take the opportunity to acknowledge and express given to me by sincere thanks for the inspiration and perfect guidance and encouragement given to me by my university guide Mr. Shakil Khan for building concrete platform before sending me on training.

Divya Kesarwani( M.B.A III rd semester )

ACKNOWLEDGEMENT

I am thankful to “ advance sales and services pvt.ltd. “ for offering me a great chance to undergo project training in this prestigious organization.

I would like to present my deep sense of gratitude to marketing head of modern trade, Mrs. Varsha and .Gaurav Kesarwani and all other super house staff for their consistent encouragement and for providing me necessary information about marketing in modern trade.

I take the opportunity to acknowledge and express given to me by sincere thanks for the inspiration and perfect guidance and encouragement given to me by my university guide Mr. Shakil Khan for building concrete platform before sending me on training.

Bushra Siddiqui( M.B.A III rd semester )

SPRITE AD SANIA MIRZA

!

1127105

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