Coca Cola

TABLE OF CONTENTS

A

PROJECT STUDY REPORT

ON

The study of marketing strategy of coca cola with special reference to retail outlets

Submitted in partial fulfillment for theAward of degree of

Bachelor of Business Administration

Submitted to:

Submitted by:

Mrs. Shveta Saraswat

Shanker Lal KumawatAsst. Professor BBA IV SEM BIFF & BRIGHT COLLEGE OF TECHNICAL EDUCATION AFFILIATED TO UNIVERSITY OF RAJASTHAN, JAIPUR, (2012-2013)

GUIDE CERTIFICATE

This is to certify that Mr. Shanker Lal Kumawat, Student of BBA IV SEM of Biff and Bright college of Technical Education, Jaipur has completed the project study title The study of marketing strategy of coca cola with special reference to retail outlets under my guidance.

He has done his own work to the best of my knowledge. I wish him all the best for his future ventures.

Mrs. Shveta Saraswat

Asst. Professor

Biff & Bright College

STUDENTS DECLARATION

I Shanker Lal Kumawat, a Student of BBA IV SEM of Biff and Bright college of Technical Education, Jaipur has completed the project work title The study of marketing strategy of coca cola with special reference to retail outlets partial fulfillment of BBA programme .

The entire work has been done by me. I hereby also declare that the present report has not been submitted elsewhere.

Shanker Lal KumawatBBA IV SEM PREFACE

Soft drink includes all types of non alcoholic carbonate flavoured or otherwise sweetened beverages. Soft drinks are mostly packaged in 200 ml, 300 ml, 500 ml, 1000 ml, 1500 ml, and 2000 ml and comes in a variety of flavors. It also comes in glass as well as in plastic bottles.5ince so many changes and transformations are under going ever changing consumer demands, Govt. Policies and innovative packaging. Then industries are much emphasizing advertising to increase its sales.

With the introduction of fruit pulp based soft drinks, packaged in cardboard cartoons known as "TERRAPACK" has been introduced in the market. The bottled soft drink market has undergone a marginal decreases in demand After 1994 the eminent re-entry of coca-cola in Indian soft drink Industry it is heading for two giants war to capture the market. It has introduced various sharp and efficient tools say tour packages, prizes gift other avenues to enhance social status and satisfying personal egos also.

ACKNOWLEDGEMENTI am grateful to Mr. Israr Ahmad (A.S.M) of Coca Cola Company, who has supported me in completing this project.

I would like to thank to my institute also where I got all the knowledge and skills required for this research project. I also want to thank to Marketing Faculty who took our project seriously and kept check on this time to time.

Without the co-operation of the above person this work Certainly would not have been as good as it is now. EXECUTIVE SUMMARY

Over the last few years, hundreds of companies have greatly improved their performance &the graph of growth through superior sales promotion services. Today many companies are building on these foundations and are tuning their products in Soft drink segment into a formidable competitive weapon. Sales Promotion services have become a subject of huge interest in recent years.

Sales Promotion Services is growing because:

In the face of ever-increasing competition in organizations feel, it is important to build reliable & sustainable processes with focus on strong relationships with customers. Significant revenue & profit gains can be made from successful Sales

Promotion Activities that improve efficiency & help serve customers better & faster.

The different distribution channels are as follows:"

1. Eating & Drinking 2.Convenience 3.Grocery

Activation is the key part of Coca-Cola marketing strategy

Company believes that soft drink sell is not a planned sell it's a impulse buying, and activation create impulse for buying

For improvement of Coca-Cola market, a proper research work has done.

Sales Promotion Strategies are offering new & better ways of addressing industries objectives.

Coca-Cola has developed a unique sales promotion strategy that offer a unique way to increase the sales of the soft drink.

TABLE OF CONTENTS

S. NO.DescriptionsPage no.

1. Introduction to the industry8-18

2. Introduction to the Organization19-41

3. Research Methodology

3.1 Title of the Study

3.2 Objective of the Study

3.3 Types of Research

3.4 Sample size and method of

selecting Sample3.5 Scope of Study

3.6 Limitation of Study42-47

4. Facts and Findings48

5. Data Analysis and Interpretation49-55

6. SWOT Analysis56-58

7. Conclusion59-60

8. Recommendation and Suggestion61-63

9. Appendix 64-65

10. BIBLIOGRAPHY66

1. INTRODUCTION OF INDUSTRYThe introduction of soft drink was due to necessity of traveling particular in the absence of availability of reliable water. But meaning quietly changed with changing in time. It has become so, popular commodity fashion & habit instead of requirement of quenching thirst.

The first marketed soft drinks (non-carbonated) in theWestern worldappeared in the 17th century. They were made from water and lemon juice sweetened with honey. In 1676, theCompanies des Limonadiersof Paris was granted a monopoly for the sale of lemonade soft drinks. Vendors carried tanks of lemonade on their backs and dispensed cups of the soft drink to thirsty Parisians.

Carbonated drinks:-

Soft drinks displayed onsupermarketshelves.

In the late 18th century, scientists made important progress in replicating naturally carbonatedmineral waters. In 1767, EnglishmanJoseph Priestleyfirst discovered a method of infusing water withcarbon dioxideto makecarbonated waterwhich has 3.4 mg in the drink[5]when he suspended a bowl of distilled water above a beer vat at a local brewery in Leeds, England. His invention of carbonated water (also known assoda water) is the major and defining component of most soft drinks.[6]Priestley found that water treated in this manner had a pleasant taste, and he offered it to friends as a refreshing drink. In 1772, Priestley published a paper entitledImpregnating Water with Fixed Airin which he describes drippingoil of vitriol(orsulfuric acidas it is now called) ontochalkto produce carbon dioxide gas, and encouraging the gas to dissolve into an agitated bowl of water.[7]Another Englishman, John Mervin Nooth, improved Priestley's design and sold his apparatus for commercial use in pharmacies. Swedish chemistTorbern Bergmaninvented a generating apparatus that made carbonated water from chalk by the use of sulfuric acid. Bergman's apparatus allowed imitation mineral water to be produced in large amounts. Swedish chemistJones Jacob Berzeliusstarted to add flavors (spices, juices, and wine) to carbonated water in the late 18th century.Soft drink bottling industry:-

Over 1,500 U.S. patents were filed for either a cork, cap, or lid for the carbonated drinkbottle topsduring the early days of the bottling industry. Carbonated drinkbottlesare under great pressure from the gas. Inventors were trying to find the best way to prevent the carbon dioxide or bubbles from escaping. In 1892, the "Crown Cork Bottle Seal" was patented byWilliam Painter, a Baltimore, Maryland machine shop operator. It was the first very successful method of keeping the bubbles in the bottle.The Coca Cola Company was incorporated in September 1919 under the laws of the State of Delaware and succeeded to the business of a Georgia Corporation with the same name that had been organized in 1892. Coca Cola Company is one of numerous competitors in the commercial beverages market. Of the approximately 53 billion beverage servings of all type of consumed worldwide every day. Beverages bearing trademarks owned by or licensed to company account for approximately 1.5 billion. Coca-Cola, The corporate nourishing the global community with the worlds largest selling soft drink concentrates since 1886. Coca Cola Company put his first step in India in 1952 but withdrew completely in 1977 due to change in Indian Government polices. Again returned to India in 1993 after a gap of 16 years giving a new thumb up to the Indian Soft Drink Market. In the same year, the Company took over ownership of the nation's top soft-drink brands and bottling network. No wonder, their brands have assumed an iconic status in the minds of the consumers.Introduction to soft drinks in India:-

Gold Spot considered as the first soft drink, established 50 years ago before all empowering Coca-Cola entered the company to dominate the scene. It faced no competition and its euphoric image built up in western countries helped it get ready clientele & glamour. Parle export private ltd. should be regarded as the first Indian company introducing limca a lemon drink complimentary to their well entiemched Gold Spot in 1970 which got moderate success. However, before this, it had also introduced Cola-Pepino which was withdrawn in face tough competition from Coca-cola.Coca-Cola serves in India some of the most recalled brands across the world, which include names such as Coca-Cola, Diet Coke, Sprite, Fanta, along with the Schweppes product range. The acquisition of Thums Up brought some of the leading national soft drinks like Thums Up, Limca, Maaza, Citra and Gold Spot under its umbrella. To add to this, Kinley mineral water was launched in the year 2000.THE VALUE CHAIN

When Coca-cola bid farewell in 1977, Indian market was open for various cold drinks and several companies came forward pushing the different in the market. Parle people introduced their Cola-Thumps Up with a mightily bang saying Happy days are here again as if happy days went away with Coca-cola pure drinks of Delhi, also without loosing much time introduced pure drinks with Campa Orange and Campa Lemon. Modern bakeries interested the market Double Seven, Mohan Makings with Marry and Pick Up & McDowell with Thrill, Rush and Sprint and Indian Market where there was competition previously a cut throat competition and heavy advertising was on. Each one was trying their best to be come under one company with A Class products in the field of soft drink business, now after a long gap; Govt. of India had given permission to the coca-cola to start their business in India. Coca-Cola came with Parle to do business on the Indian soil. They are trying best regaining its prestige which it had before.The government has adopted liberalized policies for the soft drink trade to give the industry a boast and promote the Indian brands internationally. Although the import and manufacture of international brands like Pepsi and Coke is enhanced in India the local brands are being stabilized by advertisements, good quality and low cost. The soft drinks market till early 1990s was in hands of domestic players like Campa, Thumps up, Limca etc but with opening up of economy and coming of MNC players Pepsi and Coke the market has come totally under their control.

Soft drinks are available in glass bottles, aluminum cans and PET bottles for home consumption. Fountains also dispense them in disposable containers Non-alcoholic soft drink beverage market can be divided into fruit drinks and soft drinks. Soft drinks can be further divided into carbonated and non-carbonated drinks. Cola, lemon and oranges are carbonated drinks while mango drinks come under non carbonated category.

The market can also be segmented on the basis of types of products into cola products and non-cola products. Cola products account for nearly 61-62% of the total soft drinks market. The brands that fall in this category are Pepsi, Coca- Cola, Thumps Up, diet coke, Diet Pepsi etc. Non-cola segment which constitutes 38% can be divided into 4 categories based on the types of flavors available, namely: Orange, Cloudy Lime, Clear Lime and Mango.

Objectives: -

1. Extent to which merchandising assets are being used by the retailers in promoting the brands.2. Market demand of Coca Cola and Thums-up vis--vis Pepsi.3. Market demand of Fanta vis--vis Mirinda-O

4. Market demand of Limca, Mountain dew, Sprite and 7up vis--vis Mirinda-L

5. Market demand of Maaza vis--vis Slice.

6. Market comparison of all the available brands of the soft drinks in the market.

7. Brands availability of Coca-cola and its brands vis--vis Pepsi and its brands.

The scope of the study was limited to Indian Market. This project was conducted for Coca Cola Limited to assess the preferences of Customer in India. . Data collected with help of questionnaire was put in excel sheets. A survey of 400 Customer was conducted in Jaipur. The sample has covered the Cold Drink Customer of other Competitor also as to understand the competition and their strength and weaknesses.Health effects:-

The consumption of sugar-sweetened soft drinks is associated withobesity,[12]

HYPERLINK "http://en.wikipedia.org/wiki/Soft_drink" \l "cite_note-Vartanian.2C_Schwartz.2C_.26_Brownell_.282007.29-12"[13]type 2 diabetes,dental cavities, andlow nutrient levels.[13]Experimental studies tend to support a causal role for sugar-sweetened soft drinks in these ailments,[12]

HYPERLINK "http://en.wikipedia.org/wiki/Soft_drink" \l "cite_note-Vartanian.2C_Schwartz.2C_.26_Brownell_.282007.29-12"[13]though this is challenged by other researchers.[14]

HYPERLINK "http://en.wikipedia.org/wiki/Soft_drink" \l "cite_note-14"[15]"Sugar-sweetened" includes drinks that usehigh-fructose corn syrup, as well as those using sucrose.

(Coca Cola) is a Soft Drink company. The main objective of this company is to provide the best services to their customer in low cost as compared to their competitor. They offer more Healthy and sweetest drink in marginal cost. Occasionally they give some offers for the benefit of the customers and retailer and distributor.I hope will recognize this as well as take more references from this project report. HR department has been given more emphasis for the study of the project because it is the only sector where all type of Age group, Income class and different level of people are represented.

Coca Cola Company manufactures and sells beverage concerates, sometimes referred to as beverages bases and syrups, including fountain syrups, and finished beverages.

Jo Dikhta Hai Wo Bikta HaiOperating Group:-

The Operating Group of Coca-Cola. The map is segmented into Coca Cola Operating Groups: Africa, Eurasia, European Union, Latin America, North America, Pacific, Bottling Investments. Certain prior year amounts have been reclassified to conform to the current year presentation.

1) In 2007, Coca Cola adopted Financial Accounting Standards Board (FASB) Interpretation No. 48, "Accounting for Uncertainty in Income Taxes" and recorded an approximate $65 million increase in accrued income taxes in their consolidated balance sheet for unrecognized tax benefits, which was accounted for as a cumulative effect adjustment to the January 1, 2007 balance of reinvested earnings.

2) In 2006, Coca Cola adopted Statement of Financial Accounting Standards (SFAS) No.158, "Employers' Accounting for Defined Benefit Pension and Other Postretirement Plans -- an amendment of FASB Statements No. 87, 88, 106, and 132(R)."

3) Coca Cola adopted FASB Staff Position (FSP) No. 109-2, "Accounting and Disclosure Guidance for the Foreign Earnings Repatriation Provision within the American Jobs Creation Act of 2004" in 2004. FSP No. 109-2 allowed the Company to record the tax expense associated with the repatriation of foreign earnings in 2005 when the previously unremitted foreign earnings were actually repatriated. Coca Cola adopted FASB Interpretation No. 46(R), "Consolidation of Variable Interest Entities," effective April 2, 2004.

MARKETING strategies:-

1)Coca-Cola sales club:-This club is for the retailers. In this approach retailers are given some points once in a month depending upon how they are using the display material provided by the company to them. This material consists of Fridges, DPS Boards, Glow Sign Boards, Display Bottles (500ml. 1lt. 2lt, Commodity Packs, Stands, Posters etc. Depending upon these points retailers are rewarded by certain gifts from the company.

The retailers are participating in these schemes curiously. But few of the retailers found furious and angry because they had lost the points because of miscommunication or lack of guidance. Therefore they need some kind of guidance from the company. It would be a better idea that our salesman who are distributing the beverages to the retailers can be equipped by the appropriate training so that they can guide the retailers about how to use their display material to 100% of their strength and able to tell about the new schemes convincingly.

2)Schemes:-Hindustan Beverages India comes out with the schemes on their different products many times in a year. Most of these schemes are made to benefit the retailers. Some of the schemes are as follows:

1 bottle of 2lt. free with one 2lt bottle pack.

1 bottle of 1lt. free with one 1lt bottle pack.

2 bottles of 500ml free with one 500ml bottle pack.

6 bottles of Kinley free with one pack of Kinley.

These schemes keep on changing depending upon the stock. Beverages companies are giving these schemes despite of acute shortage of soft drink in every segment to meet the competition, to make sure the availability their brands and sometimes to satisfy and benefit the retailers and the end consumers.

3)Advertising:-Through the consumers survey it has been proved that the T.V. commercials and sinages affect the consumer buying behaviour by approximately 70%. May be only Cococola. is investing huge finances in the T.V. commercials and other sinages, big names of Indian film industries and sports heros are being proposed to become the brand promoters and brand ambassadors. Amir Khan, Akshay Kumar, Hritik Roshan, Riya Sen and more are being offered huge amount for carrying out the promotions. Posters

DPS boards

Glow Sign boards

Date calendars

Cinema hall tickets

Radio commercial

4) Promotion through restaurants and cinema hall holdings:-Coca-cola is tying up with different chains of restaurants and fast food centers to promote the Coca-cola and its other brands like Limca, Sprite, Maaza etc. these restaurants are authorized to keep and use the merchandising assets of Pepsi. Usually these kinds of restaurants and fast food chains are in contract with the Pepsi Co., so that they cannot promote any other brand. 5) Merchandising assets:-Coca-Cola also try to promote their brands by providing their retailers and dealers some display items. Some of such items are as follows:

1. Fridges

2. Coca-Cola/Mazza stands

3. Display bottles

4. Posters

Coca-Cola provide the above things to the retailers to use them in promoting companies brands and products, and provide refrigerators to the retailers in the hope that these retailers only use these assets in promoting the Coca-Colas products and they will chill the Coca-Colas products so that its products will always be available to the end consumers. But it is not true in most of the cases. Retailers usually use the merchandising asset of one company in such a way that it benefits another company. Sometime they do it unknowingly, sometimes they do it knowingly and sometimes because of the deficiencies of the company

itself. These deficiencies are as follows: -

1. Irregularity of the salesman to the retailers shop.

2. Shortage of the different products and different packages.

3. Sometimes because of the rude behavior of the salesman.6)Strengthen distribution network and promotions through word of mouth through sales man:-Unlike the rival brand Pepsi, Coca-Cola co.. Basically depends upon its sales man for promoting and launching the new as well as old brands because instead of doing the business through dealers network like Pepsi, Coca-cola believes in making and maintaining relations with retailers directly. Therefore salesman is the very important part of Coca-cola co. marketing strategy.INTRODUCTION OF REPORT:-Every year with the start of summers in India the real race to quench the thirst of the consumers begins in the soft drink beverages industry. Every year millions participate in it, either in the hot sun or sitting at home watching their, sipping the soft drink and watching the newly launched advertisements.Lime n' lemoni Limca:-Soft drinks manufacturers in India face a number of major problems, such as distribution difficulties. Access to the 500,000 villages is limited due to the poor road network. Inconsistent tax policies, the prevalence of duplicates, hefty packaging costs and India's seasonal nature are other factors holding back growth. During New Year the two of the largest soft drink giants in India Pepsi and Coca-Cola start experiments with products, packages, flavors and prices in an effort to boost their market share. For this the biggies make huge investments in terms of advertising, setting up new and more productive and modernized plants, improving the distribution network to get better reach to the end consumer.

One of the areas where these companies are making huge investments is merchandising. This is the area where companies try to get the maximum display in the consumers eyes at the retailers shop through refrigerators, glow signboards, DPS boards, stands, posters, display bottles etc. But the question arises that whether these retailers are making the proper use of these materials, which the company is providing them. Are they using these materials to their optimum level in promoting the product of the company that has provided them the

merchandising material? Are the companies getting the optimum results of the investments they are making in this area?

Under the Activation, the attention is given to ensure the following points at the purchase point: -

DPS/Flex Board/Glow Sign Board, Flange, or Road Standee, at least 1, should be in a proper condition.

Ariel Mobile Hanger with at least 4 mobiles displayed at stores front in Convenience Stores.

OBM/Drinking Shot Communication present at each store.

Table Top display unit/Hanging Rack, at least 1 should be pure & should be at least 50% charged in Convenience Stores.

Self Display Rack in which minimum 8 facings of any PET displayed & visible in Grocery.

Rack should be pure & should be at least 50% full in Grocery.

Combo Communication should be present in E&D.

Branded Menu Cards with KO (cola) Beverages Menu (at least 5 Menu Cards)/Menu Board (at least 1) with KO beverages listing.

Organizational Structure:- Coca Cola in India2. INTRODUCTION OF COMPANY

If we Indians recall our memory there was a time when one was asked for a soft drink, the brand that comes and gave a knock on our mind was Coca-Cola. Coca-Cola, the word most admired trademark has maintained its special a sense of belongingness to India, which had resulted some sort of its monopoly throughout the Indian soft drink market. It has been said that the internal environment of the industry has been greatly effected from its internal environment. The same thing was also happen with this famous company. When the Government policy were in introduce and forced this MNC's to go outside from the India market. Hence, it was thrown out of India in the year 1977. A lacuna was created at that time in the country's soft drinks market. How ever after a gap of 17 years, the Coca-cola has reappeared in the soft drinks market of India, by making itself more strong and confident in this field.

In today's market, the cola's (Coke, Thumsup, Pepsi, etc.) had a 70% share, Lemon 10% and Orange 20%. There appears to be a concentrated rush to bag a share in the soft drinks market. Due to a manifold increase in the demand of soft drinks large number of company has entered into this competitive market scenario.

In India two major companies engaged in soft drinks market are Pepsi and Coca-Cola. While RC cola is still a novice in the Indian Market, although it being the world oldest soft drinks manufacturer.

Pepsi-Cola attacked Coca-cola before World War-II. Coca-Cola dominated the Americans soft drinks industry. Pepsi-Cola was a drink

costing less to manufacturers and with a less satisfactory taste than coke.

During the Second World War Pepsi and Coke, both of them enjoyed a huge sale. After the war the Pepsi sales started to fall relatively to Coke. The factors which were responsible for the decline in Pepsi sales were poor image, poor task force, poor quality control and dull packaging.

It was a momentous day when Coca-Cola staged its reliance in India. Coca-Cola was relaunched again in India in Sep. 1993 at Hathras near Agra, where the first bottling facility of Coca-Cola in India was switched on. The Indian people welcomed the come back of their most loved cola in the country with great enthusiasm and vigor. Coca-Cola market its relaunching acquiring 5 Parle Exports Ltd. Top Selling products Viz-Thums up, Sprite, Limca, Fanta, Mazza, K. Soda,Kwater,Coke.

In 2000, the company opened a new bottling plant at Dasna in Agra distt. For the supply of 300 ml Bottle and 1.5 liter Bottles. This plant is more settled equipped than the plant at Jaipur.

RED, IN INDIA:-

Hindustan Coca Cola Beverages Pvt.Ltd., India division under Eurasia Operating Group has been working on RED i.e. Right Execution Daily since FEB 2006. Coca Cola Company believes that its success depends on their ability to connect with consumers by providing them with a wide variety of choices to meet their desires, needs and lifestyles choices. Company success further depends on the ability of their people to execute effectively, every day.

COMPANY GOAL:-

Company goal is to use the Companys asset company brands, financial strength, unrivaled distribution system, global reach and talent and strong commitment of our management and associates-to become more competitive and to accelerate growth in manner that creates value for our shareowners. Company wants to increase his profit and sells. Coca Cola Company manufactures and sells beverage concerates, sometimes referred to as beverages bases and syrups, including fountain syrups, and finished beverages.

Thanda Matlab, coca colaA 100 years of the Survy glass bottle of Coca-Cola:-Coca-Cola Company marks a mile stone on Wednesday, 24th March 1899 Chattanooga; Tenn where its first bottling plant was started 100 year ago by two men struck one of the most lucrative business deals in US history. Joseph Whitehead and Benjamin Thomas offered Coca-Cola Company owner Asia Candler a dollar for the right to bottle soft drinks in 1899. Today I billion soft drinks are sold each day in more than 200 countries around the world.

Candler had purchase what would become the Cola Company for $2,300 eight years earlier from John Pemberton, an Atlanta Phamacist who astonished the world. Candler thought the bottling Venture would never succeed, but he signed the contract with White Head And Thomas and way, "and the rest is history", Bob Lovell, vice president of marketing for Coca-Cola bottling company, United Inc., said in telephone interview from Chattanooga.

Lovell said Thomas had seen Cuban Fields hand drinking Pina Fria a Pineapple beverages, from bottles while he was stationed in Cuba during Spanish American War. When he returned to Chattanooga, he decided to pitch the idea of bottle soft drinks to coke, which was then sold only as a fountain beverage.

"It occurred to him that Coca-Cola in bottles would be very popular", Lovell said, "Mr. Candler did not see any future in it because the containers were not sound, but that's how it all came about. "Thomas and Whitehead promised to pay one dollar for the right to bottle Coca-Cola, but legend has it that no money changed hands. The Image:-The image is communicated all around the world in advertisement on media such as newspaper, magazines, radio and televisions. The list goes on....

However, image is much than just advertising every person working within the coca-cola system is part of the image whether one is involved in creating its advertising, making it's quality products, or selling, merchandizing and distributing its beverage their hard work and attitude will say something to the people about its product. Coca-Cola System Flow Chart

In today's market, the cola's (Coke, Thumsup, Pepsi, etc.) had a 70% share, Lemon 10% and Orange 20%. There appears to be a concentrated rush to bag a share in the soft drinks market. Due to a manifold increase in the demand of soft drinks large number of company has entered into this competitive market scenario. Coca Cola: The story Behind:-Coca-Cola was formulated in 1886 by Dr. John Pemberton, a Pharmacist in Atlanta, Georgia. The drink was sold ad refreshing elixir at the fountain counter of Jacob's Pharmacy of which Dr. John Pemberton was part owner, unaware that the pharmacist had given birth to a caramel colored syrup which is now the chief ingredient of the worlds favorite drink. Today the white-on-red flow of Coca-Cola is familiar sight in more then 195 countries. The syrup combines with the carbonate water to fuel a $ 16.2 billion corporation that has captured a 46% Slice of the global soft drinks market. The company estimates that the drink is served more than 773 million times every day and if all Coke ever produced were filed in standard bottles and placed end to end it would wrap around the equator 21, 161 times.

The story of Coca-Cola is a story of a drink and its charm with the consumer. The of ecstasy and again that the drink has caused to those dedicated to its growth Pemberton first managed to sell and average of 9 drinks per day, though a shop called Jacob's pharmacy, in 1891, Candler bought Coca-cola company with four companies he formed the coca-cola company with the initial stock of $100,000. Coca-Cola was registered at the US patent office in 1893, and began selling at soda fountains for 5 cents a glass of therapeutic refreshment 1894, I got into bottles, courtesy a candy merchant Joseph Boedenharn of Mississippi.

Five years later; the drink was being bottled on a regular basis under a region wise franchising system; and its first competitor Pepsi cola, Coca-Cola's first bottling plant opened in Chatanooga, Tennessee followed by another in Atlanta in 1900. The unique taste of cola was an outstanding success. Over the next two decade the number of plants crossed 1000. In a bit to difference the prodect, the company adopted 6.5 ounce, pale green countor bottle designed by the root glass company of Terri Haute, Indiana. Today it is an intrinsic part of the brand.

The company broadened its horizons when Robert Woodruff the son of a banker who acquired to Company for $25 million in 1919, assumed charge in 1923. He began by ungrading bottling operations, brought in innovations like a six-bottle carry home carton, and gear up advertising support. It was under Wood Ruff that the brand. Known affectionately as coke by now associated it self with sportive events. By the early 1940's the brand was selling as the "real thing" to set it self apart from "me to" cola's.

As a time went by the company brought out some new aerated drinks. The first one "Fanta" appeared in the selves in 1960.

Its birth was an accident, the company's German name is an attempt to produce Coca-Cola without some key ingredients, turned out into an orange flavored drink instead. its strategists who feared the dependence on just one put a cap on growth welcomed it. While Fanta was being rolled out the company bought minute made cosrp. Which in 1967 was combined with Duncan foods to pave way for the Coca-Cola foods. Several beverages followed the most notable being 'sprite', a lemon drink developed in the late 1950 and formally launched in 1961.

Coca-Cola had diversified the company into businesses and it even had a steam generator and boi8ler making division. Robert C Goizueta, Cuban born 27 years veteran took over as the Coca-Cola unlike Pepsi company depended on a single brand. The best insurance policy that he figured was to let coke evolve to the summer slacking it with variants, even reinventing if needed. In 1982, the company launched what is now considered among the world's most successful brand extensions 'Diet Coke', under the leadership of Sergio Zyman, the head of us marketing. The idea was to retain the loyalty for the health conscious drinker who loved the taste but hated the calories. After this it came out with cafeeine free versions of its main drinks. yet in the US the company kept losing ground to Pepsi. zyman, a former Pepsi marketer argued that the correct strategy was to replace 98 year old with better tasting cola, label it as "New Coke" and blare the news which is exactly what the company did more a decode age in 1985. But when placed on the shelves it did not budge. On wide spread protest it was recalled after 79 days.

The company has about 100 brands in its portfolio but coke, Fanta and sprite account for most of its sales. In 1994, the real thing's coke sold over 52.5 billion liters. For the taste of it diet coke along with Coca-Cola light sold 8.5 billion liters, which makes it the world's two top non cola drinks sold over 6.5 billion liters each. Which sprite aimed at the independent youngster two does not care what as others drink (the as line "obey you're a thrust"). In 1993, Coca-Cola reentered India after a 16 years ling exile, four years Pepsi made its debut India. While Coke plays on brand nostalgia. Pepsi address the young crowd, which unlike a in America is a dominate ort if the population here. The Coca-Cola Company:-

The Coca - Cola Company is the world's largest beverage company. Along with Coca - Cola, recognized as the world's best - known brand, The Coca - Cola Company markets four of the world's top five soft drink brands, including diet Coke, Fanta and Sprite, and a wide range of other beverages, including diet and light soft drinks, waters, juices and juice drinks, teas, coffees and sports drinks. Though the world's largest distribution system, consumers in more than 200 countries enjoy The Coca - Cola Company's products at a rate exceeding 1 billion servings each day. For more information about the Coca - Cola Company, please visit our website at http: // www.coca- cola.com/.

ORGANIZATIONAL STRUCTURE

Where,

R.G.M.

:Regional General Manager

A.G.M.

:Area General Manager

I.S.M.

:Information System Manager

F.M.

:Finance Manager

S.M.

:Sales Manager

P.M.

:Production Manager

H.R.M.

:Human Resource Manager

A.S.M.

:Area Sales Manager

M.O.E.

:Marketing Operation Executive

C.D.E.

:Cold Drink Executive

S.E.

:Sales Executive

PRODUCT PROFILE OF COCA COLA:-The product range of the coke has listed brands:

Coke : 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt

Thumps UP: 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt.

Limca: 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt.

Fanta: 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt.

Sprite: 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt.

Mazza: 250 ml, Tetra Pack

Diet Coke: 330ml, 1.5 lt, 2lt.

Kn. Soda: 300ml, 500ml,

Kn. Water: 500ml, 1lt, 2lt, Some facts About Coca Cola Pvt Ltd:-Head office Atlanta (U.S.A)

Corporate office Enkay Towers,

Udyog viharV,

Gurgaon,Haryana

Chief Executive officer Alex von Behr

Total Investment Rs.3200 Crore

Owned Bottling Plants 35

No. of Franchisees 16

No. of Employees 6000

The Future of Coca-Cola:-While dong business overseas offers Coke wonderful growth opportunities it also has its own disadvantages. The economic slowdown in various overseas markets and the strong dollar had their impact on Coca-Cola revenues and bottom line in 1999. But the company optimistic about the future.

Mc-Douglas Investor, The Chief Executive Officer of the Coca-Cola Company says, "This past year 1999 has been a challenging period for the Coca-Cola Company as economic environment became more uncertain in the later part of 1999, we strongly believe that our fundamental opportunities for long term growth have not changed".

As long as maximization of share holder wealth remain coke's focus for its future4 is assured Goizueta had stated and proven to the world that focus on shareholder wealth does more good to the company than focus on revenues and it is not hat coke does not enjoy volumes for it is world's No. 1 soft drink manufacture. It is not content with this title and is aiming at higher volumes year after year. Surely coke will continue to grow. Point on Roberto had reduced the company basically to its trademark and the returns are so astronomical as to be off the boards. It just absolutely added a jet engine to their performance.

Coke's Bottling Strategies:-In the soft drink business the bottlers are responsible significant extent for ensuring the availability of the products. Bottlers are supplied with concentrate to which they add aerated water and bother ingredients before packing and sealing either cans or bottles. Bottlers play a strategic role in the success of soft drinks companies and this was not far from Goiueta's mind.

In 1986 the company merged some of its company owned bottling operations with two large ownership groups that had been put up for sale. All these bottling activities were combined to from its own subsidiary Coca-Cola Enterprises (CCE) to handle bottling operations. The Coca-Cola Company took 49 percent equity stake in Coca-Cola Enterprises enabling it to retain its own balance sheet. Market Place:-More than a billion times everyday, 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 worldwide, yet distinctively local, network of bottling partners, suppliers, distributors 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 goods and services, ands local business partnerships, always and everywhere, we pursue continuous innovation in the products we offer, the processes we use to make them, the packages we develop and the ways we bring them to market.

COMPETITOR:-

The biggest and perhaps the only serious for the coca-cola worldwide has an already been Pepsi. In India, as per as the Cola segment is concerned the with the biggest competition to coke comes from its brands of Pepsi viz. Pepsi and Mirinda. Thums-up, which was the leading brand of Parley product, was acquired by Coca-Cola just over a year ago to bolster its market share in India. Today, Thums-up along with coke, the leading brand of the Coca-Cola Company, other still competition to Pepsi, which despite this stiff competition is still by far the single most popular Cola drink in India

With both the companies being backed fully by the parent concerns based in the united state, the fight to become the dominant player in the huge Indian Soft drink market continues unabated. Aggressive ad campaign's, sale-promotion, schemes for retailers are just some of the strategies being adopted by the two companies to outwit each other and grab and large share of the market.

In the Cola segment, which occupies by far the largest chunk of the soft drink market in India, the market share of Coke is 60%while the market share of Thums-up is 32.16%. The market share of Coke in this Cola Segment is 27.84%. The remaining market share is occupied by the other brands, which constitute about 14% of the Cola market share.

So Coca-Cola with its two brand clubbed together i.e. Thums-up + Coke occupies a combined market share of 60% (32.16% + 27.84%) which is just higher than the market share occupied by Pepsi on the all India basis.

The market share for the Cola segment of different in India is given in Graph below:

The fight between the Rs. 1,000 Crore Pepsi co. India. Pepsi and Coca-Cola India, The fully owned subsidiary of the $ 18.55 Billion Atlanta based "The Coca-Cola' company to become India's No. 1 player seems likely to continue unabated over the next four years".

PEPSI PROFILE:-Pepsi Co. Inc. was founded in the year 1965. Major products of the new company are Pepsi Cola. Diet Pepsi and Mountain Dew. Pepsi entered the Indian market in 1992 and now is the market leader with a market share of 26.5 percent in the cola segment. Pepsi is in between the two of it's closet competitors as far as marketing strategies are concerned. Pepsi is an international drink with Indian imagery in it's communication Traditional focus of Pepsi has been on the early teenager with a gender skew more to the female.

Pepsi is by far the more aggressive player in the market. With in your face advertising continuous event marketing targeting the new generation and eye catching merchandising. It's got its selling strategy well mapped out. The company has always been innovating it's ad campaigns which has helped the company to get top of the mind recall. From "The choice of the new generation" to the "Freedom" campaign the company has been able to Indianise the brand. With the help of promotional schemes Pepsi has managed to keep the brand alive and has not let it become old. During 1995 the total ad spent by the company was Rs. 6.98 crore only on television Pepsi has set aside Rs. 8 crore for its advertising programme in the run up to and during the cricket world cup. Product lines of Coke& Pepsi are as follows:-

FLAVOUR

COKE BRANDPEPSI BRAND

ColaCoca-Cola

Thums-up

Coke diet

Pepsi

Pepsi diet

OrangeFanta

Mirinda

Cloudy LemonLimca

Mirinda lime

Clear limeSprite7up

MangoMaazaSlice

MAIN COMPETITORS

COCA-COLA V/s PEPSI

Coca-ColaPepsi

Total Investment in India Rs. 250 CroresRs. 500 Crores

New InvestmentsRs. 2400 CroresRs. 300 Crores

Number of Employee1402400

Number of owned bottling Plants 911

Number of Franchisees5415

Number of Fountain15004000

Total Investment by bottlersRs. 125 CroresNil

New Plants PlannedNil6

(Year of 2010-11 )Overall volume of Coca-Cola products have increased by 40% whereas the industry growth rate is 20%. Last year total sale of soft drink Industry in India was approximately 170 million crates. Out of these around 60% was of Cola and other 40% was of non-Cola Brands.

Sources of Data :- This Last Year data is provided by Sales Executive of

Company.

MARKETING MIX:-Prof. Neil H Barden defines marketing mix as 'the appointment of effort, the combination, the designing and integration of the elements of the marketing into a programme of mix which will best achieve the objective of the enterprise at the give time."

Marketing mix is the set of marketing tools that the firm uses to pursue its marketing objective of in the target market. The marketing problems are analyzed: 1. By utilizing the important forces emanating from the marketing operation of an enterprise. 2. By adopting producer & for an efficient marketing programme.

ELEMENTS OF MARKETING MIX :-

The marketing mix denotes a combination of various elements which in their totally constitute affirms marketing system. McCarthy popularized a four factor classification of the se tools called the four P"s, product, price, place promotion.

PRODUCTS:-

Product variety

Quality

Design product

Brand name

Feature

Packaging

Size service

Warranties

Returns

PRICE:-

List Price

Discounts

Allowances

Payment period

Credit teams

PLACE:-

Channels

Coverage

Place assessments

Locations

Inventory

Transports

PROMOTION:-

Sales promotion

Advertisement

Sales Forces

Public relations

Direct marketing

The particulars marketing variable under each P are shown below:

4 Ps

4 Cs

PRODUCT

PRICE

PLACE

PROMOTION CUSTOMER NEED AND WANTS

COST TO THE CUSTOMER

CONVENIENCE

COMMUNICATION

Distribution in the Coca-Cola System:-Getting Products to MarketOne of the value of the coca-cola system is presence that coca-cola should exist everywhere. In the words of former CEO-India operations - Richard Nichoilas, "Our goal is to have coke available within an arm's reach of desire". To fulfill this gool, coca-cola not only produces products, but also has an effective systems to distribute them all over India. Distribution:-Distribution Sales + Delivery + Merchandising + Local Account Managemetn.

Distribution of Coke's products includes the activities of sales, delivery merchandizing and local accounts management. These are two major types of distribution systems.

(i) Direct and Indirect:-In direct distribution, the bottler partner direct control over the activities of sales, delivery, merchandizing and local account management.

In indirect distribution, an organization which is not a part of the coca-cola system has control of one or more of the distribution elements (Sales, Merchandizing and local accounts managements). With Direct distribution there are two types of sales:-

Advanced sales and conventional sales. :-In conventional sales, all the distribution activities (Sales, Delivery, Merchandizing and Local Accounts Management) are performed by the same persons.

In advanced sales, sales and delivery are performed by different people within the coco-cola system.

Difference between a Customer and a Consumers.

A consumer is some one who drinks coca-cola products.

A customer is a business location which sells or serves coca-cola products to consumers. Merchandizing:-One the products are delivered to the customer's they are promoted at the point-of-purchase to maximize the company's sales opportunities, merchandizing involves looking at the presentation of the products through the eyes of the consumers. It is an on-going process that help the company present its products properly to the consumers in the market place for instance, is the display attractive? Are the product neatly organized. Presenting The Products:-Coca-Cola presents its products for sale in four different ways. They are as follows:

Secondary Display

Coolers

Vending Machines

India's Relationship with Coca-Cola:-Just after independence, the Maharaja of Patiala oversaw his coca-Cola-Cola hoarding from his huge, ornate palace, Coca-Cola export representative Frank Harrold, was awed by the Maharaja's opulent life style. In 1993 after Coca-Cola returned to India after a 16 years absence (beorge Fernandes threw the company out of the country in 1977 on the pre text that it had refuse to divalge its formula to Indian officials), CEO of the Coca-Cola Company, Robesto boirueta "Salivated over a virtually untapped market of 840 million people".

Promotion : The Coca-Cola WayGoal for the 90's :-"To place coca-cola within an arm's reach of desire.

Consumer activity clusters:- Grocery shopping

Other shopping & services

Eating and drinking Entertainment/ Recreation. Leisure

Travel / Transportation/ Hospitality

Educational

At Work

The 3A's:-The strategy for reaching in creasing numbers of consumers in India is based on the belief that consumers will buy our products it they are Available, Affordable and Acceptable. Strategies for the 3A's:- Focus on the consumer and customer,

To provide quality customer services, and caring about the quality of performance in respective jobs.

Caring enough about what we do, to it the best we know how.

The 3A's is Coca-Cola underlying strategy for meeting its goal to reach increasing numbers of consumer's. How does coke position its limited resources to help meet its good. Let us explore the specific ways in which the Coca-Cola system addresses each of the 3A's.

Availability:-Some of the way sin which the Coca-Cola Company hopes to increase availability of its product include improved or innovative packaging, dispensing systems, distributions system, marketing.

Affordability:-The ways to address affordability include pricing decisions, as well as resource management. To make its product available at a price affordable to the consumer. Continually processes more efficient and therefore more cost-effective.

Acceptability:-Making coca-Cola brand products the beverage choice for any occasion's depends on a variety of strategies to reach the target audience. The common strategies adopted to effect acceptability were though sponsorships, promotion youth market activities, community programs, and other activates.

Coca Cola mission, vision and values outline who they are, what they seek to achieve, and how they want to achieve it. These provide a clear direction for the Company and help ensure that they are all working toward the same goals.MISSION:-

Everything Coca Cola do is inspired by their enduring Mission:

To Refresh the World...in body, mind, and spirit.

To Inspire Moments of Optimism...through their brands and their actions. To Create Value and Make a Differenceeverywhere they engage.

VISION:-

To achieve sustainable growth, Coca Cola has established a Vision with clear goals: -Planet : Being a responsible global citizen that makes a difference.

Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfy Peoples' desires and needs.

Partners: Nurturing a winning network of partners and building mutual loyalty. Profit: Maximizing return to shareowners while being mindful of ourVALUES:-

Coca Cola is guided by shared Values that they will live by as a company and as individuals:

Leadership

:The courage to shape a better future

Passion

:Committed in heart and mind Integrity

:Be real

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

Collaboration

:Leverage collective genius

Innovation

:Seek, imagine, create, delight

Quality

:What we do, we do well

3. RESEARCH METHODOLOGY3.1 TITLE OF THE STUDY:-I have collected data from 100 respondents for studying The study of marketing strategy of coca cola with special reference to retail outlets Market Segmentation, selected randomly from different areas in Jaipur. 3.2 OBJECTIVES OF STUDY:-PRIMARY OBJECTIVES:-

To find out to which extent merchandising assets are being used by the retailers in promoting the product of coca-cola To find out Market demand of Coca Cola and Thums up vis--vis Pepsi

To study marketing strategies adopted by coca-cola.

To study customer satisfaction about coca-cola products.

To study the effect of RED on boosting sales of coca-cola products To find out Market demand of Fanta vis--vis Mirinda-O

To find out Market demand of Limca, Sprite vis--vis Mirinda-L and 7up

To find out Market demand of Maaza vis--vis Slice.

SECONDARY OBJECTIVES:-

To find out Market comparison of all the available brands of the soft drinks in the market.

Brands availability of Coca-cola and its brands vis--vis Pepsi and its brands.

3.3 TYPES OF RESEARCH:-Date sources: sources of information are as follows:-

(1) Primary sources:-

Retailers are the primary source. (2) Secondary sources:-

Researcher collected secondary information from Journals of Company, News papers,Magazines. Research Approach:-Researcher followed one approach to collect the information (1) Survey Researcher contacted the retailers in the market place to gather the relevant information.(2) Number of Retailers contacted 200 Retailers. Survey Area: Kanpur & NEAR BY AREAS

1) E-14, Road No 9, Vki Area, Road No 9 Jaipur, Rajasthan 302013

0141 5102881.2) Kaladera, Jaipur3) Hyper City, Jaipur4) Vashali Nagar, Jaipur5) Raja park, JaipurResearcher began his survey with route riding, i.e. traveling along with the sales persons on his daily trip to service the retailers. Researcher asked the retailers about their uses of Coca-cola merchandises and try to Asses the market share of the Coca-colas different brands. This is very important point as it gave me an inside view of the whole setup and further on during the planning of any of the promotions. Researcher was aware of the limitations and strengths of the environment he would be working in. The various methods and principles adopted are listed below:3.4 SAMPLE SIZE AND METHOD OF SELECTING SAMPLE:-

Sample size:-The number of sample is 110 from Jaipur city, which fulfills the requirement. Each respondent is treated as a case of detailed analysis.Sampling design:-Convenience sampling is used for this study. Convenience sampling is used in exploratory research where the researcher is interested in getting an inexpensive approximation of the truth. As the name implies, the sample is selected because they are convenient. This non probability method is often used during preliminary research efforts to get a gross estimate of the results, without incurring the cost or time required to select a random sample.

Data collection method:-

For the accumulation of data the sources were primary and secondary data.Primary Data:-These data are raw material. They are the measurement observed and recorded as a part of original study. They are original in character. The investigator or researcher directly collects this data. The basic form of obtaining this data is by observing and questioning.

The Primary data was a detailed interview schedule with the help of a detailed questionnaire. The samples were drawn purposively from various areas for the relevance of the study. Discussions were held with the general, branch manager and executives of the company to design and execute the researchSecondary Data:-They are not originally drawn by the researcher as fresh data. These are collected by some other person for this purpose and published. These types of data can be collected through various sources.

For this study the secondary data were collected from magazines ,journals , references and websites and manuals of the Idea.

3.5 SCOPE OF THE STUDY:-

Study of Management of RED helps the management in the following ways:- It improves managements ability to plan and control the sales of Coca Cola.

It will certainly help the strategies for survival and growth of the Company.

It avoids wastage and underutilization of resources which can be employed profitably.

It is relevant to inflows and outflows conditions of the Company.

3.6 LIMITATION OF THE REPORT:-

I found the following limitations during my actual project execution:- More stress was given on the primary data. The finding of the survey will be strictly based on the response of the consumers, since it is difficult to ascertain the authenticity of the statements. All the observation and recommendation will be made on the feedback obtained from the survey. The sample for the survey covered subscribers from India only.

The time for the research was limited.

The result is limited to the reliability of method of investigations, measurement and analysis of data.

People were not interested in filling questionnaire properly.

It is very small research, which may be insufficient to give the real picture.DATA COLLECTION AND RELIABILITY OF DATA:-

For this research work there is need of both Primary & Secondary data. Here I have taken the Primary data which was collected from the Customers.

The secondary data are those, which have already been collected by someone else for other purpose. The data, which are secondary in the hands of one, may be primary for others. Here the Secondary data is collected from the companys R&D department.ANALYZING THE DATA:-

The next step in the research process is to extract pertinent findings from the data. The researcher tabulates the data and uses various financial tools to assess the financial soundness of the company. Research instrument:-Researcher used questionnaire as his instrument for conducting the survey. Sampling Plan

(1) Sampling unit Retailers

(2) Sampling procedure- Simple Random Sampling Procedure.

Contact MethodResearcher personally contacted the retailers.Where f = Feed Back (Help in Controlling the Sub System to Which it is transmitted )

Ff = Feed Forward (serves the vital function of providing criteria for evaluation)

4. FACTS & Findings It improves managements ability to plan and control the sales of Coca Cola.

It will certainly help the strategies for survival and growth of the Company.

It avoids wastage and underutilization of resources which can be employed profitably. It is relevant to inflows and outflows conditions of the Company

More stress was given on the primary data. The finding of the survey will be strictly based on the response of the consumers, since it is difficult to ascertain the authenticity of the statements. All the observation and recommendation will be made on the feedback obtained from the survey. The sample for the survey covered subscribers from India only.

The time for the research was limited.

The result is limited to the reliability of method of investigations, measurement and analysis of data.

People were not interested in filling questionnaire properly. To find out to which extent merchandising assets are being used by the retailers in promoting the product of coca-cola To find out Market demand of Coca Cola and Thums up vis--vis Pepsi

To study marketing strategies adopted by coca-cola.

To study customer satisfaction about coca-cola products.

5. DATA ANALYSIS & INTERPRETATION

Figure 1

Out of the sample size which has been covered 27 % of the shops had Pepsis DPS Boards vis -a -vis to 8 % of Coca-Colas DPSs. 3 % of the sample size had the DPS Boards of both the major players of the soft drink industry. 62% of the sample size didnt have any of the DPS Boards displayed.*DPS-distributor promotinal Signage* Figure 2

82% of the shops having Pepsico. DPS Boards got the rank 1st according to their visibility status on the other hand 18% of the retailers got the ranks 2nd and nobody got the 3rd. This shows that retailers who got the DPS Boards as display material from the company are using them satisfyingly.

70% of the shops having Coca-Cola DPS Boards got the rank 1st according to their visibility status on the other hand 18% of the retailers got the rank 2nd and only 12% of the retailers got the rank 3rd. This shows that in comparison to Coca-Cola, Pepsico.s DPS Boards are being used in far more satisfyingly.Figure 3

Out of the sample size, which has been covered 37% of the shops, had CocaColas refrigerator vis a vis to 25 % of Pepsis refrigerator. This shows that percentage distribution of the refrigerators of Coca-cola co. is more than Pepsico. . 11 % of the sample size had the refrigerator of both the major players of the soft drink industry. 27% of the sample size didnt have any of the companys refrigerators; they are using their own refrigerators for the chilling purpose.FIGURE 4

68% of the shops having Pepsico. refrigerators got the rank 1st according to their visibility status on the other hand only 24% of the retailers got the ranks 2nd and 8% of the retailers got the rank 3rd. This shows that retailers who got the refrigerators as display material from the company are not using them satisfyingly.

Only 33% of the shops having Coca-Cola refrigerators got the rank 1st according to their visibility status on the other hand 67% of the retailers got the rank 2nd and none of the retailers got the rank 3rd. This shows that in comparison to Coca-Cola, Pepsico.s refrigerators are being used in far more proper way.

FIGURE 5

Figure 6

In the CocaColas refrigerators 56% of the Pepsi bottles were found. This shows that CocaColas refrigerators are not being used to optimum by the retailers in promoting CocaColas products.Figure 7

While giving the reasons for not using the Coca-Colas refrigerators 34% of the retailers blame it to the lack of regular services from the company (irregularity of the salesman), 17% of the retailers voted to the problem of the empty bottles of Hindustan Beverages India, 13% voted for the shortage of the different packing. Despite of all the above reasons a huge segment 36% blame it to different other reasons for below optimum use of refrigerators. Out of the 36% other major reasons low demand (33%) and lesser capacity refrigerators (34%) got the maximum share. Despite of all the above there are even major number of retailers who blame it to the unfulfilled promises from the company professionals.Figure 8

Figure 9

The sample size shows that maximum portion (around 46 %) of the retailers whose sale are between 3 to 5 crates daily and only 8 % are the ones who are selling less that two crates. Figure 10

Figure 11

The sample size gives us the brief idea about the pattern of distribution of merchandising assets by the companies. Most of the retailers (around 73%) are getting the display material through different schemes or as the gifts.

Figure 12

This gives us an indication, where the better prospects lies. In which particular type of packing little innovation can do wonders. This provides us with an idea where we should concentrate. The sample size shows that there is huge demand of 2lt pack (26%) and 200ml bottles (30%). 300ml bottles with 23% shares the 3rd position and 500ml. Shares the 4th position of the demand total demand with the market demand of 14%Figure 13

6. SWOT ANALYSISSTRENGTHS:-Coca Cola competitive strengths include leading brands with a high level of consumer acceptance, a worldwide network of bottlers & distributors of company products, sophisticated marketing capabilities; & a talented group of dedicated associates. Coke Company has a good market reputation and a strong distribution network.

Coke is having a multi brand strategy ad is looking for a great volume opportunity in India.

Coke is presently no. 1 player in Indian Carbonated soft drinks market.

Coke was born 11 year before Pepsi (in 1987) ad a century later still maintains that pioneering least.

Pepsi and coke both have good brand image.

WEAKNESS:-Sales of Coca Cola ready-to-drink nonalcoholic beverages are somewhat seasonal, with the second & third calendar quarters accounting for highest sales volumes. The volume of sales in the beverages business may be affected by weather conditions. Coke has less no. of retailers

Less force - it has less no. Have owned bottling plant.

It has not planned for setting up of any new plants where their competitor has planned to set up several new plants.OPPORTUNITY:-Over the next several years Soft Drinks Industrys growth is expected to out pace the growth of the world economy. By 2010 is projected to eclipse $650 billion in total revenue. There is tremendous opportunity to grow our sparkling beverages in both developed & emerging markets. A rapidly growing market, which is expanding @ 205 every year.

It can take the market very well with the new investment of Rs. 2400 corers. It can give a big jerk to its major competitor Pepsi it can increase its number of fountain to a sizeable amount.

Increasing trend of cold drink of different brands.

THREATS:-Coca Cola Company competes in the nonalcoholic beverages segment of the commercial beverages industry. Based on internally available data & a variety of industry sources, Coca Cola believe that in 2007, worldwide sales of Company products accounted for approximately 10% of total worldwide sales of nonalcoholic beverages products. The nonalcoholic beverages segment of the commercial beverages industry is highly competitive, consisting of numerous firms. It has a continuous threat from Pepsi as well as various other local soft drinks.

Coke has a major market than Pepsi between the teenager as well as the student due to advertisement of world cup cricket.

A large amount of expenses on the advertisement.

There is no proper policy of distributing the merchandising assets of the company to the retailers.Limitation:-Despite the possible efforts in conducting the research, there were some unavoidable situations, which limited the scope of the project.

Considering the population, the sample taken for present study seems small and hence further investigation may be required. The sample taken for study was not of equal distribution so a comparative study cannot be made. Some of the retailers were non-cooperative in giving information, which hampered the actual calculation. Time available for research was very short so certain aspects have been overlooked. Retailers were hesitant to provide the complete information due to fear of misuse of information.

Respondents may sometimes misinterpret the questions, leading to a different answer. 7. conclusionAfter conducting the research, Researcher found that there are two categories of retailers. The first one is of those retailers, which just want to increase their assets, for them the sale doesnt matter according to them they can only increase the sale if the company will invest in them or in their shops. These types of retailers will only work for the company, which invest in them hugely. And if at any moment they found company has lost or lowered their interest in them they will again shift to other major player. Other kinds of retailers are those who are more bothered about working hard and build their reputation in the market. These types of retailers are using the merchandising assets to their optimum level. And sometimes if they are unable to do so its because of the irregularity of the salesman (when the salesman on the route gets changed) or because of the shortage of the different products/packing.

There is a requirement of the company professionals to visit these retailers continuously. So, that they can understand the market. Suggest changes accordingly. Despite of this, salesman and other company professionals who visit these retailers must not do the false promises. Due to this retailers loose their confidence in the company. There is also the need of the transparent schemes and marketing mix that the retailers can understand more properly. But all these services can be delivered when a company retain its customers and biggest loophole in retaining customer for Market. And market is the foremost thing that customer wants. Most of the respondents prefer to take the beverage on the basis of taste.

Out of the whole lot of the Coca Cola products most of the people prefer to take Maaza in Large quantities.

Majority of the people know the beverages of Coca Cola thru advertisements.

It is heartening to notice that the availability of the Coca Cola Product is excellent.

The Coca Cola products are always found in its optimum condition in which it is expected to be.

It has come to my notice that most of the customers are unsatisfied with the price of the beverages.

Almost all the respondents take the beverages on the basis of personal judgment.

Also it is good to observe that most of the people are aware of the promotional schemes offered by the Company.

It has been observed that most of the people visualize the activation boards properly in front of the Outlets.

8. RECOMMENDATIONS & SUGGESTIONS1. Company should do something to meet its demand in the market. Because there is an acute shortage of Coca-Cola 2Lts party pack and tin pack because of the shortage, Coca-Cola is not only loosing the present market share but also providing way to the rivals. For this either plant size can be expanded or some more production equipments can be installed.

2. Since the market capacity is huge salesman needs time at every retailer to satisfy him and tell him about the different products, packaging, schemes etc. its quite difficult for him to visit every shop on his route everyday. Therefore, there is necessity to divide his route into two parts and increase the total number of routes.

3. Sometimes salesman for different routes keeps on changing very frequently (in a very short period). This should be prohibited because every sales man needs time to get adjusted to a particular route and even to know all the shops on the route.

4. Salesman is working for 15 to 16 hours regularly during the peak season at very low reimbursement, which may sometimes kill his interest. Therefore there is a need of fixing up his working hours. Delivery van should be ready when he comes into the depot in the morning. There should be different labour for shipping or de-shipping the delivery vans.

5. Company professions must not make the false promises about the merchandising assets with the retailers. These retailers must get the proper information and guidance about the company policies on the merchandising assets. So that there must be no frustration generated.

6. Though the GSBs and DPS Boards are being used by the retailers satisfyingly but still there is need of the guidance for the retailers.

7. Schemes should be transparent and made clear to the retailers.

8. As maximum number of retailers are selling around 3 to 5 crates daily. Our schemes should be revolving around this percentage only. And while formatting the different schemes this should be kept in mind.

9. Retailer benefit schemes, which the company launches time by time during the whole year, must be made clear to all the retailers.

10. Customers can be informed about the schemes through the broachers. 11. Broachers can be distributed to all the retailers for the schemes that are being launched once in a year. And for the daily schemes which get change on daily bases and which depends on the stock availability providing details about the day's schemes/ after a paper/ pamphlet on different products can be sticked to the delivery van signed by the ASM or anybody authorized. So that every retailer if needed/ required can verify himself about the daily schemes.

12. Company professionals should visit the field more regularly and they must try to visit every retailer at least once in a month.

13. A proper trust and relationship building process is required with the retailers, which need to be worked on.

14. Above figures shows the market demand comparison between the different products of all the flavors available in the market. Which show that we can gain market share through Coca-Colas Limca and Sprite. So we should concentrate more in completing the market demand of these products.15. Above figures shows the market demand comparison between the different packs available in the market. Which show that we can gain market share through concentrating more on 2Lt. and 200ml. packings. So we should concentrate more in completing the market demand of these packing

16. Other products and packing like Sprite and 300 ml. Whose demand is going down require proper attention and strategy.17. Most of the respondents wants to increase the flavors of the Coca Cola Ionized beverages as they have been consuming the same flavor over a period of time.18. Promotion and promotional schemes need to be propagated in the rural areas so as to tap the unsaid and unclaimed potential of the rural life and habitat.19. Well, I would advise the Company to reduce the price affixed to each and very of beverages so that all the classes and categories of the people can have the pleasure of drinking the Coca Cola product.

9. APPENDIXName of the SHOP ______________ Tel No.__________________

ADDRESS _____________________________________________

1 Out of coca-cola and Pepsi beverages India limited whose DPS Board do you have?

a. Pepsi

b Coca-Cola

c Both d None

Ranking according to visibility?

1

2

3

2 Out of coca-cola and Pepsi beverages India limited whose refrigerator do you have?

a. Pepsi

b Coca-Cola

c Both d None

Ranking according to visibility?

1

2

3

3 How many Bottles of COCA-COLA do you have in your fridge?

COCA-COLA __________________ Total ________________

4 What are the reasons that you are not using the refrigerator / Ice Box to its full Strength? a.Shortage [ ] b. Empty Problem [ ]

c . Irregularity of the Salesman [ ] d. Other [ ]5 Approximately How Many Crates do you sale?

a. 0.5-2 [ ]b. 3-5[ ]c. 6-10 [ ]

d. More Than 10 [ ]6 How do you get the display material from the company?

a. Schemes [ ] b Gift [ ]c Sharing / Draft [ ]d Other [ ]7 Please rank the following according to the market demand?

( ) 2 Lt. ( ) 1 Lt ( ) 500 ml ( ) 300 ml ( ) 200 ml

8 Please rank the following according to the market demand?

a. ( ) Pepsi ( ) Coca-Cola ( ) Thums-up 1b. ( ) Mirinda-O( ) Fanta

c. ( ) Mirinda L( ) Limca ( ) Mountain-Dew ( ) Sprite

( ) 7-Up

d. ( ) Slice

( ) Maaza

Thanks If you Have Any Suggestion ( )

Signature

10. BIBLIOGRAPHYName of the books used for the reference and their authors.

1). Kotler, Philip, Marketing Management, Delhi, Pearson education Pvt. Ltd., 2004

2). Kothari, C.R., Research Methodology, New Delhi, Wishwa Prakashan Pvt. Ltd., 2003,pg.14-26. Ramaswamy, Marketing Management,

Websites Referred:-http://www.coca-cola.comwww.financialexpress.comwww.businessworld.comwww.cocacolacompany.comwww.cocacolaindia.com http://www.google.comMagazines:-Time Education Magazine

Business Today

The Coca-Cola Company

Bottler

Customer

Consumer

Consumer

Customer

Bottler

Coca-Cola Company

Raw Material

CHAIRMAN

PRESIDENT

VICE PRESIDENT

R.G.M.

A.G.M.

H.R.M.

P.M.

S.M.

F.M.

I.S.M.

S.E.

A.S.M.

M.O.E.

S.E.

S.E.

S.E.

EMBED Excel.Chart.8 \s

Availabity Comparision between Pepsi and Coca-Cola at the

Outlets - using Coca-cola Merchandising Asset

PBI

56%

Coca-Cola

44%

PBI

Coca-Cola

Approximate sale of the retailer

0

10

20

30

40

50

60

70

80

90

100

0.5 to 2

3 to 5

6 to 10

More Than 10

7

_1253463376.xlsChart1

pepsi

pepsi Diet

mirinda

mirinda lime

7 up

Slice

Pepsi Brand Name

Sheet1

pepsipepsi Dietmirindamirinda lime7 upSlice

Sheet1

0

0

0

0

0

0

Pepsi Brand Name

Sheet2

Sheet3

_1387475462.xlsChart1

25

37

11

27

Sheet1

PBI25

COCA-COLA37

BOTH11

OWN27

Sheet1

Sheet2

Sheet3

_1128088458.xlsChart1

148

38

82

133

172

Market Demand of different packings of Soft-Drinks

Sheet1

PBICoca-ColaBothOwn

1413512

Rank 1Rank 2Rank 3

1762

Rank 1Rank 2Rank 3

480

PBICoca-ColaBothNone

113125

Rank 1Rank 2Rank 3

431

PBICoca-Cola

42603368

ShortageProblem of the Empty bottleIrregularity of the SalesmanOther

681617

Low DemandSmaller FridgeUnfulfilled promises from the Company RepresentativesOthers

3321

0.5 to 23 to 56 to 10More Than 10

15905535

SchemesGiftSharing / DraftOther

55653510

2lt1lt500ml300ml200ml

1483882133172

SliceMazza

300290

Sheet1

0

0

0

0

Out of Coca-Cola and Pepsi Beverages India Limited whose Refrigerator do you have ?

Sheet2

0

0

0

0

Out of Coca-Cola and Pepsi Beverages India Limited whose DPS Board do you have ?

Sheet3

0

0

0

Ranking according to visibility - Pepsi ?

0

0

0

Ranking according to visibility - Coca Cola ?

0

0

0

Ranking according to visibility - Coca Cola ?

0

0

Availabity Comparision between Pepsi and CC at the Outlets - using Pepsi Merchandising Asset

0

0

0

0

Reasons for not optimum use of Refrigerator / Ice Box at outlets ?

0

0

0

0

Other Reasons for low optimum use of Pepsi's Assets

0

0

0

0

Approximate sale of the retailer

0

0

0

0

How the retailler gets display material from the company ?

0

0

0

0

0

Market Demand of different packings of Soft-Drinks

0

0

Market Demand of Softdrink ( Mango )