SUMMER TRAINING PROJECT REPORT ON “RIGHT EXECUTION DAILY OF COCA-COLA PRODUCTS IN GORAKHPUR CITY” PREPARED AND PRESENTED TO M/S SAKAT SALES & SERVICES PVT. LTD. A DIVISION OF COCA-COLA CO. UNDER THE GUIDANCE OF COMPANY’S GUIDE NAME FACULTY NAME MR. GANESH GUPTA MR. JAI BEER PRATAP SINGH DISTRIBUTION MANAGER SAKAT SALES & SERVICE PVT. LTD. GORAKHPUR LECTURER OF M.B.A DEPTT. KIPM COLLEGE OF MANAGEMENT GORAKHPUR SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF MASTER’S DEGREE IN BUSINESS ADMINISTRATION FROM UTTAR PRADESH UNIVERSITY BY AKHTAR NAWAZ III – SEM. M.B.A 0714170014 A REPORT ON COCA – COLA 1 (150)
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SUMMER TRAINING PROJECT REPORTON
“RIGHT EXECUTION DAILY OF COCA-COLA PRODUCTS IN GORAKHPUR CITY”
PREPARED AND PRESENTED TO
M/S SAKAT SALES & SERVICES PVT. LTD.A DIVISION OF COCA-COLA CO.
UNDER THE GUIDANCE OF
COMPANY’S GUIDE NAME FACULTY NAMEMR. GANESH GUPTA MR. JAI BEER PRATAP SINGH DISTRIBUTION MANAGER SAKAT SALES & SERVICE PVT. LTD.GORAKHPUR
LECTURER OF M.B.A DEPTT.KIPM COLLEGE OF MANAGEMENTGORAKHPUR
SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF MASTER’S DEGREE IN BUSINESS ADMINISTRATION FROM
UTTAR PRADESH UNIVERSITYBY
AKHTAR NAWAZIII – SEM.
M.B.A
KIPM COLLEGE OF MANAGEMENT GORAKHPUR
2009 – 2010
0714170014 A REPORT ON COCA – COLA 1 (104)
DECLARATION
I here by declare that the project, which is being presented in this project report entitled “Right
execution Daily of Coca-Cola and Pepsi Products in Gorakhpur City”, is an authentic record of
my own work during the period of 6 weeks. This information given by me in this report is
exclusively for concerned organization and would not be submitted by me anywhere else.
Akhtar Nawaz
MBA 3rd sem
KIPM COLLEGE OF MANAGEMENT
GORAKHPUR
0714170014 A REPORT ON COCA – COLA 2 (104)
ACKNOWLEDGEMENT
To begin with, I am obliged to Mr. Vivek Ladhani (Managing Director)
and Mr.Ganesh Gupta (Ditribution Manager), who allotted me this interesting topic and
without whose guidance and constructive criticism this report might have not been completed. I
would like to thank retailers, shopkeepers of Mohripur , Jafara Bazaar,
Gorakhnath,Maniram,Bargadwa, FCI road,kauriya jungle, pipi ganj. who were interviewed by
us. I appreciate for their cooperation and contributions for helping us in making project factual
and informative.
I also express my gratitude to Prof. (Dr.) JAI BEER PRATAP SINGH (Director), Mr.
Dr. Naresh Gill , (H.o.D of MBA Deptt) And (Lecturer & Faculty Guide of MBA Deptt.) of KIPM
COLLEGE OF MANAGEMENT GORAKHPUR who have been instrumental in making this
report useful one.
Finally, I wish to thank to my family and friends for their inspiration,
encouragement and support, which enabled me.
Akhtar Nawaz
0714170014 A REPORT ON COCA – COLA 3 (104)
PREFACE
Soft drink includes all types of non alcoholic carbonate flavored 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.
0714170014 A REPORT ON COCA – COLA 4 (104)
TABLE OF CONTENT
No. Contents Page No.
1. Title Page2. Certificate from Organization3. Preface4. Acknowledgement5. Declaration6. Executive Summary --------------------------------------------------------------- 6-97. Industry & Company Profile ------------------------------------------------------- 10-68
Industrial ProfileCarbonated Soft Drink (Csd) IndustryCoca-Cola History in IndiaCompany ProfileHistory of Coca-ColaFabulous Facts about Coca-ColaSoft Drink Market India ScenarioImportant Landmarks of CompanyAwardsThe Coca-Cola PromisePolicyStrategy Adopted by Coca-Cola Competitive SituationIntroduction of The OrganizationOrganization StructureOrganizational Structure ChartCompany's Objectives and GoalsProduct Profile of Coca-ColaRight Execution Daily (RED)
8. Project Profile --------------------------------------------------------------------- 69-70Relevance of Topic
9. Research Methodology --------------------------------------------------------------- 71-77Objectives of the StudyResearch DesignScope of ResearchScopeLimitation
the firms in relatively term's of commitment to other firms.
The decision about distribution channel is very important for the benefit of any
organization. It is very necessary to choose the best stockiest. For this purpose the executive
surveys about the potentiality of different stockiest & communicate the information to the
higher authority. Then the company allots the agency to the best contestant on city level.
In Gorakhpur market while conducting our market survey we observed two types of
consumption of soft drink in the market.
1- BY CUSTOMER DIRECTLY:
Consumer are very important for any enterprise. In Gorakhpur market most of the
household are of middle class & they frequently use soft drink in any simple or marriage party.
That's way the agencies also receive the order from the consumers for self-consumption &
marriage parties etc.
2- BY RETAILERS TO CONSUMER:
Retailers are very important link between the consume and the manufacturer. They
also play a very sensitive role of conveying the message regarding the liking &disliking of the
consumers. It has been remarked that they are the marketing arms of the Coca-Cola Co.
0714170014 A REPORT ON COCA – COLA 52 (104)
FUNCTIONS OF RETAILERS:
Physical movement &storage of product for the supply to the consumers to meet their
requirements.
Assembling of product from the company.
To provide information concerning the nature & use of the product to the Consumer.
To make the soft drinks of various kind available for the consumers.
DISTRIBUTION CHANNEL CHART
0714170014 A REPORT ON COCA – COLA 53 (104)
Manufacturer
Agency
Retailer Retailer
Consumer
C- SALES PROMOTION & ADVERTISRMENT OF COCA-COLA
SALES PROMOTION
The main purpose of sales promotion activities is to stimulate consumers & dealers
effectively. Sales promotion directed to increase the consumption rate or to attract the new
consumers towards the company's product. Coca-Cola Co has adopted some sales promotion
for Coke. These Sales promotion activities are for consumers & retailers both. Consumers
promotional activities are simple e.g. increase in quantity at the same price on the other hand
retailers promotional activities include cash discount on purchase, deal on carets, display
schemes & Sales generating aids (S.G-A.) like openers, umbrellas & cooling system like
fridge, ice Box etc.
Advertising and sales promotion being a part of marketing mix is integrated with
marketing objective and coordinate with other selling efforts such as the effort of sales
Executive. The Sales Executive of Coca-Cola Co, report about the different advertising and the
promotional appeals, as they are close touch with market condition.
PROMOTIONAL ACTIVITIES SERVE THE FOLLOWING OBJECTIVES:
1- PROVIDING INFORMATION:
The purpose of sales promotion for Coke is to provide information regarding the flavor,
taste and price etc. to consumers while introducing the brand of soft drink.
2- INCREASE IN SALE:
The main purpose of all promotional activities is to increase the sales of Coke by
beating the soft drink brand of other company Promotional activities increases sales by
changing the elasticity of demand of the Product through various techniques i.e. by distributing
free gift, purchase premium, discounts, providing system etc. Such activities made the product
popular.
0714170014 A REPORT ON COCA – COLA 54 (104)
3- REDUCING SESONAL DECLINE:
In slack season, the promotional Activities help in maintaining the sales of Coke
IMPORTANCE OF SALES PROMOTIONAL ACTIVITES OF COKE
Nothing happens until 'somebody sales something' the sales promotional activities help
in promoting the sales of concern effectively. More and more promotional activities are
required to induce the consumers to purchase more and more products and thus they produce
the demand. In today's competitive world promotional activities play an important role.
ADVERTISEMENT
The main purpose of every commercial organizational is to promote sales because it is the
only way to commercialize the product. Such promotional activities are called advertising.
Sales promotion and personal selling which generally constitutes the promotional mix within
the marketing mix. Advertising and sales promotion are indirect and non personal methods of
sales promotion. An effective coordination of all the three can alone secure the maximum
effectiveness of promotional strategy.
In modern business world, no can survive without advertisement. The problem is not
whether to advertise or not but the problem is how advertise with a view to maxim's returns of
the money invested for the production. Effectiveness of advertising is greater the when it is
adequately planned, executive and constantly evaluated in terms of objectives.
Advertising is nothing but a paid from of non-personal presentation or promotion of ideas,
goods or services by an identified sponsor in the present day advertisement has become an
inseparable part of the business in the marketing activities Coca-Cola has also adopted a
strategy for advertisement of Coke to compete with Pepsi, Hardly there is a business in the
modern world without advertisement.
0714170014 A REPORT ON COCA – COLA 55 (104)
The importance of sales promotion in modern marketing has increased. For promoting
sales of coke and preparing ground for the future expansion. Coca-Cola has provided cooling
system facilities to the prospective retailers towards the soft drink brand of Coca-Cola and
induce him to by Coca-Cola at the point of purchase, beyond Pepsi, at the salesmen's level its
object is to achieve more sales as teh retailer's level the purpose of sell Coca-Colabrand in
Sprite of Pepsi or other soft drink. At the consumer's level the main idea is to enable the
consumer to by more frequently.
MEDIA OF ADVERTISING
In Shop Media Banners Mangling Danglers Painted Signs
Out Door Media Posters Hoardings Umbrellas Glow Shines
Broad Cast MediaTelevision Radio
Non-Broad Cast Media Video Closed Circuit TV Slide Movies
Print Media New Papers Magazines
Vehicular Media Buses Taxies & Auto Rickshaws Private Vehicles
Specialty MediaStickers Caps Buttons Budgets Etc.
PUNCH LINE OF COCA-COLA
1936 - It’s The Refreshing Thing To Do .
1942 - It’s The Real Thing .
1943 - Global High Sign.
1959 - Be Really Refreshed.
0714170014 A REPORT ON COCA – COLA 56 (104)
1962 - Thing Go Better With Coke.
1969 - It’s the Real Thing.
1970 - I`D Like To Buy The World A Coke .
1976 - Coke Add Life .
1982 - Coke Is It .
1986 - Catch The Wave.
1989 - You Can’t Beat the Feeling.
1993 - Always Coca-Cola
1998 - Eat Music, Sleep Music, And Drink Only Coca-Cola.
1999 - Jo Chaho Ho Jaye Coca-Cola Enjoy.
2000 - I Want Hritik And I Want Coke.
2002 - Thanda Matlab Coca-Cola
0714170014 A REPORT ON COCA – COLA 57 (104)
2003 - Jiyo Thanda Piyo Thanda .
COMPANY'S OBJECTIVES AND GOALS
The company's mission must be turned into specific objectives for each level of management
in a system known as Management By Objectives.
The most common objectives are:-
* Profitability
* Sales
* Market Share
* Improvement
* Innovating
* To satisfy the customers
* Risk Diversification
* Earn 50% growth annually
******
0714170014 A REPORT ON COCA – COLA 58 (104)
CORE BRANDS
Coca-Cola: Developed in a brass pot in 1886, coca-cola is the most recognized and
admired trademark around the globe. Not to mention the
best selling soft drink in the world.
Sprite: In 1961, a citrus-flovered drink made its U.S debut, using “Sprite Boy “as
inspiration for its name. This elf with silver hair and a big smile was used in 1940s advertising
for Coca-Cola. Sprite is now the fastest growing major soft drink in U.S and the world’s most
popular lemon-lime soft drink.
Fanta : The name “fanta “ was first registered as a trademark in Germany in 1941 ,when it
was used for a few year for a soft drink created from available materials and flavors . The
name was then revived in 1955 in Naples, Italy, when it was used for the:” fanta “orange
drink we know today. It is now the trademark name for a line of flavored drinks around the
world.
Diet coke:The extension of the coca-cola name began in 1982 with the introduction of
diet coke (also called coca-cola light in some countries). Diet coke quickly become the
number – one selling low –calorie soft drink in the world.
0714170014 A REPORT ON COCA – COLA 59 (104)
BRAND IN INDIAN ORIGIN
GOLD SPOT: This orange cardonate soft drink was introduced in the early 1950c, and
acquired by the coca-cola company in 1993, its tangy taste has been popular with Indian
teenagers
LIMCA: It is thirst-quenching beverage features a fresh and light lemon-lime taste and
lighthearted attitude. The limca brand was introduced in 1971 and acquired by the coca-cola
company in 1993.
MAAZA: Maaza, launched in 1984 and acquired by the coca-cola company in 1993, is a non
carbonated mango soft drink with a rich, juict & natural mango taste.
THUMPS UP: in 1993, the coca-cola company acquired this brand, which was originally
introduced in 1977. Its strong and fizzy taste makes it unique carbonated Indian cola.
0714170014 A REPORT ON COCA – COLA 60 (104)
BRAND IN INDIA
0714170014 A REPORT ON COCA – COLA 61 (104)
PRODUCT PROFILE OF COCA-COLA
PRODUCT OF COCA-COLA (MAY 2008)
The Coca-Cola Company exists to benefit & refresh one it touches. Today, we can find
Coca-Cola Company has more than 400 Beverages in its portfolio. But in India there is
basically "8" Products exists in market.
COCA-COLA:
THANDA MATLAB COCA- COLA
JO CHAHE HO JAYE COCA-COLA ENJOY
SAR UTHA KE PIYO
It has brown colour with ingredients of (Water + Sugar + Concentrate + CO2). The
colour of Coca-Cola comes from Specific concentrate. The flavor of Coca-Cola due to CO2
which are dissolved in syrup at less than 5*C with (3.75% W/V). The contant of sugar is 10.2
g/100g. It is available in different volume in market, like-
1- 200ml glass bottle
2- 300ml glass bottle
3- (500+100)ml pet bottle
4- 2.25 Liter pet bottle.
0714170014 A REPORT ON COCA – COLA 62 (104)
THUMS-UP:
“I WANT MY THUNDER"
"THUMPS UP TASTE THE THUNDER"
It has dark brown colour with ingredients of (Water + Sugar + Concentrates + CO2) . The
colour of Thums-Up comes from concentrate. The high content of CO2 (3.95% W/V) which
makes the Cola flavor very heavy.
The Content of sugar in Thums-Up is 9.9 g/100g. It is available in different volume in
market. like-
1- 200ml glass bottle
2- 300ml glass bottle
3- (500+100)ml pet bottle
4- 2.25 Liter pet bottle.
0714170014 A REPORT ON COCA – COLA 63 (104)
FANTA:
“KUCH BH1 HO SAKTA HAI
MASTI KA APNA TASTE”
It has Orange colour with light Concentrate of CO2 (2.2% W/V) that makes its flavor different
volume in market. like-
1- 200ml glass bottle
2- 300ml glass bottle
3- (500+100)ml pet bottle
4- 2.25 Liter pet bottle.
0714170014 A REPORT ON COCA – COLA 64 (104)
LIMCA:
“JUST TAKE IT EASY”
It has light gray colour with CO2 (3.95% W/V) that makes its flavor lemony and tasty.
The Content of sugar is 10.3g/100g. It is available in different volume in the market.
After the introduction of the "MIRINDA LIME" BY PEPSI, it is now facing a competition and
step should be taken to promote its sale. It has a 15%- 18% share in the market.
1-200ml glass bottle
2- 300ml glass bottle
3- (500+100)ml pet bottle
4- 2.25 Liter pet bottle.
0714170014 A REPORT ON COCA – COLA 65 (104)
SPRITE:
"DHIKAWE PE MAT JAO
APNI AKHAL LAGAO”
It is colour less with packaging in green colored bottle. It contain CO2 (3.75% W/V) which
makes nice flavor. The content of sugar is 11.8g/100g. It is available in different volume in
market. like-
1- 200ml glass bottle
2- 300ml glass bottle
3- (500+100)ml pet bottle
4- 2.25 Liter pet bottle.
0714170014 A REPORT ON COCA – COLA 66 (104)
MAAZA:
"BOTTLE ME AAM
MAAZA HAI NAAM”
It is of yellow colour with decent taste of Mango. It doesn't contain CO2. It's availability
of packing in marketare-
1- 250ml glass bottle
2- 200ml Tetra Pack (Aseptic Pack)
PULPY ORANGE:
It is of light yellow colour with decent taste of orange. It doesn't contain CO2. It's
availability of packing in market are-
1-(500 + 100)ml pet bottle
2- 125ml tetra pack (Aseptic Pack)
0714170014 A REPORT ON COCA – COLA 67 (104)
KINLEY SODA:
It is colour less & available in the market in 300ml glass bottle.
Pack Availability of Kinley Soda
1. 300 ml
2. 600 ml
KINLEY MINERAL WATER:
It is a mineral water containing treated water and minerals. It's available in the following
volumes in the market are-
Pack Availability of Kinley Mineral Water
1. 1 liter
0714170014 A REPORT ON COCA – COLA 68 (104)
BRAND & LOYALTY
BRANDS
A brand is a name, term, sign, symbol, or design or combination of them, intended to
identify the goods or services of one seller or a group of sellers' and differentiate them from
those of competitors. Thus a brand identifies the seller or market.
A brand is a complex symbol that can convey up to six levels of meaning.
1-ATTRIBUTERS: A brand brings to mind certain attributers. For example Coca-Cola
suggests a respectable, qualified/ beverage.
2-BENEFITS: Attributes must be translated into functional and emotional benefits.
3-VALUE: The brand also says something about the producer's value like high performance,
safety and prestige.
4-CULTURE: The brand may represent a certain culture of the country to which it belongs.
5-PERSONALITY: The brand can project a certain.
6-USER: The brand suggests the kind of consumer who buys or user the product.
******
0714170014 A REPORT ON COCA – COLA 69 (104)
RED (RIGHT EXECUTION DAILY)
OBJECTIVES OF STUDY
The main objective of this RED project is to increase the sales of the company.
To advertise the various products of the company.
To find out the present sales status of ThumsUp, Coke, Sprite, Limca, Fanta, Maaza at the retail outlets in the area..
To collect data from retailers for the activation of new channels of distribution.
To study the pre-sale concept of the coke.
To ensure the availability and visibility of the product.
To analyze the effect of scheme
SCOPE OF THE STUDY
By this study company can know its growth.
This study helps the company to know their actual position in the market.
RED helps to find out the promotion activities of the company and help to make
relevant changes according to their rivalry company.
This study ensures the availability of the product in the market. The study helps to fond out the problem of the counter and to find out the
requirement for more sale
RED helps to maintain the outlets in a well designed way to attract the consumers.
0714170014 A REPORT ON COCA – COLA 70 (104)
SIGNIFICANCE OF THE STUDY
This project is helpful to find out the sale trends of the coke products and its effect on consumer value and satisfaction.
This study provides an insight to the company that what kind of strategy must be adopted in order to increase the sales and satisfaction o the consumer.
This project directly deals with the interaction of different kind of people.
MY ROLE IN PROJECT “RED”
IMPLEMENTATION – First and foremost task for me was to implement the project in
the given area with the support of MD’s (MARKET DEVELOPER). Various norms for
different outlets had been fixed but their implementation was very important. Different
areas were assigned to me in which I implemented RED and these areas are further
visited by various higher officials of the organization.
I measured the performance of sales team and distributors (under RED) in outlets with respect to all parameters of execution.
I did scoring on the scoring sheet.
The scoring sheet was provided on the basis of which scoring can be done. Scoring is done out of 100 marks and they have been further divided in 3 components
1- VISI COOLER - 30 points
2- AVAILABILTY - 50 points
3- ACTIVATION – 20 point
0714170014 A REPORT ON COCA – COLA 71 (104)
MARKET AUDITING (TRACKING PERFORMANCE) –
Tracking performance of the MD of corresponding area was also my responsibility. I had to score him
on fixed norms (RED SCORING SHEET) and also give the feedback on his performance.
FINDING LOOPHOLES – Finding loopholes in the system like absence of co-
ordination between MD’s and SALES TEAM and report to higher officials (Mr. Vindhya
Srivastava)
BRAND CONTACT - I had to interact regularly with shopkeepers to know their
problem and try to solve them. If I could solve them then I reported them to my company
guide, else he suggested me the alternatives, and I also took out the orders from retail
outlets and to check out the activation.
AVAILABILTY - I also need to give company weekly availability report of various brands.
0714170014 A REPORT ON COCA – COLA 72 (104)
Topics
Relevance of Topic
0714170014 A REPORT ON COCA – COLA 73 (104)
RELEVANCE OF THE STUDY
The important aspects of the study are as follows:
1- With the help of this study one can know about the distribution network of distributors.
2- The market position of Coke brands and its impact. It focuses on the retailers &
Distributor relationship.
3- It throws light on the needs & demands of consumers & retailers. It provides a Better
way of distribution network.
4- The study provides the solutions & better ways to reach the ultimate consumer and to
maintain status of the market leader.
0714170014 A REPORT ON COCA – COLA 74 (104)
Topics
Objective of Research
Research Design
Sampling Techniques & Sample Size
Research Instrument – Survey
Data Collection Method
Scope
Limitation
0714170014 A REPORT ON COCA – COLA 75 (104)
OBJECTIVES OF THE STUDY
The study is concentrated in Gorakhpur market of North eastern U.P.
Following are objective that we want to achieve:-
MAIN OBJECTIVE-
* To find out the market share of Coca-Cola products in the market in comparison to the
Pepsi product.
* To find out the current status of the Sales Generating Assets (S.G.A.)
SECONDARY OBJECTIVE-
* The find out the more potential market & retailers.
* To identify the satisfaction level of retailers in terms of Sales Generating Assets.
* To get the suggestions from retailers to improve the market share of Coca-Cola.
The whole survey was mainly based on retailers & distributor of the soft drinks.
0714170014 A REPORT ON COCA – COLA 76 (104)
RESEARCH DESIGN
RESEARCH DESIGN
Research Type : Exploratory Research
Data Type : Primary Data & Secondary Data
Data Collection Method : Personal Interview Method
Sampling Technique : Judgment Sampling
Sample Size : 200 Outlets
******
0714170014 A REPORT ON COCA – COLA 77 (104)
RESEARCH METHODOLOGY
Research is common parlance a scientific investigation for knowledgement. It can be
defined as a systematic effort to collect the valuable information's. A research can be carried
out by different methodologies, which have their own pros and cons.
The present project work aims to take the retailers response with respect to Coke
products and it distribution, to get the required data, a survey has been carried out in
Gorakhpur.
SURVEY PROCEDURE : Personal Interview Method
RESEARCH OBJECTIVE : Competitive Analysis of Coca-Cola
with Pepsi in Gorakhpur Market,
DEVELOPING RESEARCH PLAN:
SAMPLE UNIVERSE : Gorakhpur
Sample Unit : City Market
Sample Size : 200 Outlets
NAME OF DISTRIBUTOTS COVERED
1. Prabhat Agency, Gorakhnath
2. Mantu Agency, Girdharganj
3. Hari Om, Enterprises
0714170014 A REPORT ON COCA – COLA 78 (104)
SCOPE OF RESEARCH
Marketing Research is the function which links the consumer and public to the marketer
through information-information used to identify and define marketing opportunities and
problems; generate refine, and evaluate marketing actions; monitor marketing performance;
and to improve understanding of marketing a process.
Marketing management is interested in obtaining sales potentials for each of the
geographic markets its serves to help determine amount of sales efforts that should be
allocated to a specific market. Market os sales potential must be stated for a given product or
groups of products for a given area for a given period of time; usually a year.
In other word market potential is the maximum demand response possible for a given
group of costumers with in a well defined geographic area for a given product or service over a
specified period of time under well-defined competitive and environmental conditions.
Information from the survey will help management estimate its overall market share and
its share within individual markets. Management can use this information to evaluate past
achievements and to pinpoint market in which the firm’s progress has been noticeably above
or below average.
Information’s obtained by survey are useful because they can help managers determine
it past efforts have been successful in obtaining desired degree of distribution coverage and
support. It the firm’s market share objectives are not being attained, management are not
being attained. Management will have to know it the cause of the problem is poor consumer
response or inadequate distribution coverage and support.
0714170014 A REPORT ON COCA – COLA 79 (104)
These important information can help managers determine it past advertisement and
promotions have been successful in achieving the desired levels of awareness trade and
repurchase among target market members.
This can be useful troubleshooting information, specially it market share objectives are
not being met. In such a situation, management will want to know it the poor sales record
results from low consumer awareness of product, unfavorable attitudes toward the products or
low acceptance of the benefits and feature.
Information obtained by survey can be used in conjuction with information regarding
market share, market potential, distribution performance and consumer response. It market
share objective are not being achieved in a certain market, the problem is likely to result from
poor distribution coverage and/or poor consumer response. Management should first
determine which of these is the problem cause of the lower-than-expected market share. Then
by comparing the pattern of marketing expenditures in the problem market with the distribution
performance and consumer response information’s as associated with the market managers
may be able to pinpoint those parts of previous marketing plans that had not been given
sufficient budget or that had not been carried out as intended of that were not as effective as
intended.
0714170014 A REPORT ON COCA – COLA 80 (104)
LIMITATIONS
Considering the fact that nothing is perfect in this world every individual is bound to
make mistake at some point, we are not exception for this problem faced were associated with
the data collection process.
The problems associated with the respondents are the non-sampling Error, which can
be divided into two categories.
Response error – When respondent does not give the correct answer.
Non – Respondent error – It occurs when respondent does not responds to some question.
Refusal to co-operate
Concerned person is not available
Incompetence or in capabilities of the respondent
Others limitations
Less sampling because of limited span of time.
The respondents may be biased or influenced by some other factor.
The information is collected only from retailers.
The questionnaire technique and observation method was used.
Some times respondents were not in a position to reply with fully confidence.
0714170014 A REPORT ON COCA – COLA 81 (104)
Topics
Sample Profile
Graphs &Tabulation of Primary Data
Interpretation & Findings
Conclusion
Suggestions
0714170014 A REPORT ON COCA – COLA 82 (104)
SAMPLE PROFILE
1. Total number of outlets
(Selected Area)
- 350
2. Number of outlet visited - 130
3. Number of respondent - 100
4. Sample Technique - Judgment Sampling
5. Universe of study - Gorakhpur city
6. Type of survey - Outlets
7. Sample unit - 150
8. Area of sample - Gorakhnath ,mohripur ,
Maniram,FCI road Bargadwa,
Kauriya jungle , peepi ganj.
FINDINGS
0714170014 A REPORT ON COCA – COLA 83 (104)
To convert the available data into useful information the analysis is done with
respect to different aspects.
Categorization of Retailers.
The first aspect here is to categorize the retail outlet into the monopoly counter of Coca
Cola & Pepsi.
CATOGORY OF RETAILERS
NO OF RETAILER PERCENTAGE
Coke Monopoly 66 15.5%
Pepsi Monopoly 74 18.5%
Both Available 264 66.0%
0714170014 A REPORT ON COCA – COLA 84 (104)
SHIV AGENCIESPROP. MR RAKESH
NAME OF AREA % OF COKE PRODUCTS % OF PEPSI PRODUCTS
Maniram 65% 35%
Bargadwa 54% 46%
Kauriya jungler 55% 45%
Mohripur 60% 40%
Peepi ganj 20% 80%
Gorakhnath 40% 65%
Where1. Maniram
2. Bargdawa
3. Kauriya jungle
4. Mohripur
5. Peepi ganj
6. Gorakhnath
0714170014 A REPORT ON COCA – COLA 85 (104)
R.K. AGENCYPROP. MR RAHEEM KHAN
NAME OF AREA % OF COKE PRODUCTS
% OF PEPSI PRODUCTS
Maniram 55% 45%
Bargdwan 48% 52%
Kauriya jungle 56% 45%
Peepi ganj 45% 55%
Gorakhnath 62% 38%
FCI Road 52% 48%
Humanyun pur 68% 32%
Gorakhnath Mandir 54% 46%
Where1. Maniram
2. Bargdwan
3. Kauriya jungle
4. Peepi ganj
5. Gorakhnath
6. FCI Road
7. Humanyun pur
8. Gorakhnath Mandir
0714170014 A REPORT ON COCA – COLA 86 (104)
PRABHAT AGENCY
PROP. MR VIRENDRA TIWARI
NAME OF AREA % OF COKE PRODUCTS
% OF PEPSI PRODUCTS
Mansrover 48% 52%
Rasulpur 56% 45%
Suraj kund 55% 45%
Gorakhnath 45% 55%
Rajendra Nagar 62% 38%
Bargdwa 52% 48%
Where1. Mansrover
2. Rasulpur
3. Suraj kund
4. Gorakhnath
5. Rajendra Nagar
6. Bargdwa
0714170014 A REPORT ON COCA – COLA 87 (104)
MANNTU AGENCIES
PROP. MR MANTU SINGH
NAME OF AREA % OF COKE PRODUCTS
% OF PEPSI PRODUCTS
Nanda Nagar 30% 70%
Kuranghat 40% 60%
Air Force 55% 45%
Singhadia 58% 42%
M.M.M.E.C. 40% 60%
Where1. Nanda Nagar
2. Kuranghat
3. Air Force
4. Singhadia
5. M.M.M.E.C.
0714170014 A REPORT ON COCA – COLA 88 (104)
SHREE RAM AGENCIES
PROP. MR RUPESH
NAME OF AREA % OF COKE PRODUCTS
% OF PEPSI PRODUCTS
Padri Bazar 25% 75%
Asuran Chowk 52% 48%
Gita Vatika 55% 45%
Rapti nagar 45% 55%
Shahpur 60% 40%
Where1. Padri Bazar
2. Asuran Chowk
3. Gita Vatika
4. Rapti nagar
5. Shahpur
0714170014 A REPORT ON COCA – COLA 89 (104)
HARI OM ENTERPRISES
PROP. MR MANOJ
NAME OF AREA % OF COKE PRODUCTS
% OF PEPSI PRODUCTS
Railway Station 58% 42%
Bus Stand 65% 35%
Mohaddipur 55% 45%
Charphatak 48% 52%
University 52% 48%
Where1. Railway Station
2. Bus Stand
3. Mohaddipur
4. Charphatak
5. University
0714170014 A REPORT ON COCA – COLA 90 (104)
GANESH AGENCIES
PROP. SHIVANG
NAME OF AREA % OF COKE PRODUCTS
% OF PEPSI PRODUCTS
Alinagar 60% 40%
Tarang 52% 48%
Durga Badi 51% 49%
Zafra Bazar 48% 52%
Beniganj 45% 55%
Andhiyari Bagh 55% 45%
Tiwaripur 60% 40%
Where1. Alinagar
2. Tarang
3. Durga Badi
4. Zafra Bazar
5. Beniganj
6. Andhiyari Bagh
7. Tiwaripur
0714170014 A REPORT ON COCA – COLA 91 (104)
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