Coca Cola Project Report

83

Hindustan Coca Cola

Beverages Private A REPORT ON

COMPARATIVE STUDY OF SERVICE FREQUENCEY OF COCA COLA AND

PEPSI

83

83

EXECUTIVE SUMMARY

PROJECT OBJECTIVE:

To study the service frequency and brand preference of retailers

survey towards Coca cola and Pepsi

RESEARCH METHODOLOGY:

RESEARCH TYPE : EXPLORATORY

The research work was done on

Retailers

Sample size for this survey was

Retailer size : 100

Survey area : Varanasi

Data type : Primary Data

Data collection was done through questionnaire and informal

interviews.

Sample selection was done through stratified sampling and

convenience sampling.

83

Beverages Market Research Reports

Find comprehensive market research and company reports on the

Beverages Industry. More specifically, find reports on industries such as

Coffee, Wine and Beer. Reports include data on market segmentation,

size and growth in US, UK, Europe, Asia and global markets.

Alcoholic Beverages : 993

Beer : 722

Beverage Packaging : 134

Beverage Company Reports : 423

Bottled Water : 254

Coffee & Tea : 583

General Beverages : 590

Juices : 389

Milk & Dairy : 299

Nutraceuticals : 200

Soft Drinks : 984

Sports Nutrition : 83

Wine : 503

Pesticides in Soft Drinks (Pepsico and Coca-Cola)

83

In - Depth Section

SE rejects offer to meet Coca – Cola, Says process has been

compromised

Had initially agreed to meet in good faith. But will not do so now,

since public policy is compromised

Believes these are nothing but efforts to delay and prevaricate on

standards

Sends Union health ministry point-by-point response. Says no

substance in the charge that CSE report is "inconclusive" or

"inconsistent"

New Delhi, September 6, 2006: Protesting the double standards of the soft

drinks industry and the inordinate delays in setting norms, Centre for

Science and Environment (CSE) has rejected an offer of a meeting

extended by Coca - Cola.

On August 16, Coca-Cola had invited CSE to a meeting to discuss the

issue of pesticide residues in its products. CSE had, initially, agreed to the

meeting - but on the condition that the agenda be confined to regulations.

Clarifying CSE's position, its director Sunita Narain said: "Our initial

response of acceptance to the meeting was in good faith, believing that the

company was genuinely interested in a dialogue on how the process of

regulation and standard setting would move forward. But recent events

since then make it clear that public policy is being compromised, and

therefore, we cannot see the purpose of a meeting between Coca - Cola

83

and us."

In its letter to the CEO of Coca-Cola India, CSE has explained why it

believes public policy has been compromised. The report of the expert

committee of the Union ministry of health and family welfare was "based

verbatim on the comments of the scientists that (the) company had flown

down from London." Furthermore, CSE says its "response to the expert

committee report will make it clear that the evidence used to discredit (its)

report is based on what can be, at best, called misinterpretation of

scientific data and at worst, a deliberate and well-orchestrated strategy to

thrash (its) analysis and work".

CSE has reiterated its concern that these tactics to delay and divert are not

new. It has reminded the Coca-Cola CEO how on March 29, 2006, the

critical meeting of the Bureau of Indian Standards (BIS) convened to

finalize standards for carbonated beverages was sought to be stymied.

How a letter dated the same day, written by the Union health secretary

asking for the standards to be deferred, was in the knowledge of the cola

majors. This evidence of collusion, CSE says, "shocked" all. But sadly,

nothing has changed. CSE's letter makes it clear that this is an effort to

delay and prevaricate on notifying standards already finalized by the BIS

so that the process can move towards validation of the test methodology.

CSE concludes: "In these circumstances, we have little to discuss with

your company. We therefore, offer you our regrets for not accepting your

offer to meet."

CSE has also sent a detailed point-by-point rebuttal of the expert

83

committee report to the Union health ministry, which makes it amply clear

that this is nothing but a well-orchestrated campaign of vilification. The

Joint Parliamentary Committee (JPC) had cleared and endorsed every

aspects of its 2003 study. CSE's current study has followed exactly the

same methodology and given similar results - and yet this campaign is

underway. "If anything, we have gone a step further and reconfirmed our

findings through a GC-MS as was suggested by the JPC. We, therefore,

believe that any further enquiry in this matter is unwarranted and will

divert the attention from the main issue: regulation of these products," says

CSE.

After careful scrutiny of the report of the expert committee, CSE says in its

reply: "We do not accept that it is justified to say that our report on

pesticide residues is "inconclusive" or even "inconsistent". The fact is that

there has been a careful and deliberate attempt to misinterpret our report or

to find fault where none exists". CSE has given three examples to elaborate

its point:

The expert committee's claim that the CSE report was

“inconclusive” was based on misinterpretation. The fact is that CSE

has used the GC-MS laboratory equipment to reconfirm the identity

of the pesticides and not to quantify it, as claimed by the ministry. In

fact, CSE has used other equipments - the GC-ECD and the

GC-NPD to identify, quantify and even confirm the pesticides.

The expert committee's claim that the CSE report is "inconsistent" is

based on incorrect understanding of tropical toxicology. The

ministry's committee has parroted the contention of Coca - Cola

sponsored scientists that it is unlikely that the samples could have

83

had residues of HCH isomers or Heptachlor as it has been banned

since 1996. CSE, in its reply, has given detailed references of studies

conducted by the ministry's own scientists, which have detected the

same pesticides. "Therefore, unless all studies done in India are

wrong, the CSE study cannot be dismissed as inconsistent," says its

reply.

The expert committee's claim that the CSE report should not have

found Malathion shows complete disrespect and dismissal of the JPC

report, which had discussed this issue and resolved it clearly. It

reveals that the intent of the expert committee is not to conduct an

impartial enquiry but to persist in raising unwarranted issues against

CSE and its laboratory, and to discredit and harass its scientists.

CSE has appealed to the ministry that standards for the final product

should be notified urgently. "It is not enough to issue advisories against the

health aspects of soft drinks, it is equally and more imperative that we set

regulations so that people are reassured of their safety", says its letter to the

ministry.

Ganguly panel confirms pesticide in soft drinks

83

Kushal P. S.The committee headed by N K Ganguly, director

general, Indian Council of Medical Research, has

finally made its recommendations, mooting a final

product standard to regulate soft drinks. The

committee's report, filed in the Supreme Court on

March 13, now paves the way for the Union

ministry of health and family welfare to finalize

and notify a mandatory final product standard for

pesticide residues in soft drinks.

When in place, these standards will be the world's first soft drink companies

will have to meet. The recommendations come as a vindication for the

Centre for Science and Environment's (CSE's) research on pesticide residues

in soft drinks. For almost four years it has been advocating a final product

standard for soft drinks as a public health imperative. This demand had been

endorsed by a joint parliamentary committee (JPC) in February 2004, which

directed the government to establish a final product standard.

The Ganguly committee has recommended a "maximum residue level of

one part per billion (ppb) for an individual pesticide for carbonated water"

The panel's report has based its recommendations on a public health risk

assessment of soft drinks based on an estimation of quantities consumed.

While the panel has recommended limits for individual pesticides, it has

stopped short of prescribing a limit for total pesticide residues in soft

drinks. Even the limits for individual pesticide prescribed are 10 times the

0.1 ppb limit finalized by the Bureau of Indian Standard (BIS) in March

SHYAMAL

83

2006.

BIS had also prescribed a limit of 0.5 ppb for total pesticide content

The Ganguly committee, also known as the National Level Expert Group,

was constituted in November 2004 by the health ministry to guide the

authorities fixing "maximum residue levels limits of pesticides in

carbonated beverages, fruit and vegetable juices and other finished

products"; "on monitoring of pesticides in carbonated beverages"; and,

"based on the contents of the soft drinks/beverages to advise on their

harmful effects". The committee, agreeing with JPC's observations, said:

"Fruits and vegetables juices and other finished products cannot be clubbed

with the carbonated water for fixation of maximum limits." While talking

about the finished product standards for soft drinks, the panel echoed what

JPC had said: "The reason that the other countries have not fixed such

limits, should not dissuade our lawmakers in attempting to do so."

The committee had got samples of sugar, sugar syrup and soft drinks tested.

This was significant since soft drink companies have for long argued that

sugar is contaminated, to avoid regulation. During the meetings of a BIS

committee, too, industry representatives had argued that Indian sugar was

contaminated, which was the sources of residues in their products. But

sugar sample tests, both by soft drink companies and the authorities, had

not shown pesticide residues. The Ganguly panels test reports reaffirm this.

"The results obtained conclusively demonstrated that sugar manufactured in

India and made available to the carbonated water industry is practically free

from pesticide residues and, if used, is not likely to contribute the levels

more than their limits of quantification, i.e., 0.05 ppb…." says the report.

83

Even sugar syrup samples showed a complete absence of pesticide residues.

Residual Issues:

While testing samples of soft drinks to ascertain the levels of pesticides in

them, the panel "found pesticide residues in colas”, says an expert enlisted

by it.

A total of 19 samples of popular brands of carbonated water were collected

from designated sources from different parts of the country and were tested

at the National Institute of Occupational Health, Ahmedabad. Residues of

HCH Isomers and DDT, both organochlorine pesticides, were detected.

Levels of both the pesticides in certain samples were found to be 2-3.3

times higher than the individual limit finalized by BIS. Some samples were

found to have higher total pesticide levels than BIS's 0 5 ppb limit

These tests proved to be a setback for the cola companies on one more

count, showing colas can be reliably and repeatedly tested both for

monitoring and regulation. Soft drink companies have maintained that the

government cannot set a standard because their product, being a complex

matrix, cannot be reliably tested in laboratories. In its presentation to the

committee, CSE had shown how governments across the world test soft

drinks for pesticide residues.

The committee accepted that laboratory tests can be done to check for

pesticides at sub-ppb levels. “In recent times, it is possible to measure

residues of several compounds in single analysis by multi-residue methods

at sub-ppb levels using modern techniques such as GCMS/MS or LC-

MS/MS" the committee observed CSE had in its testing of cola samples

83

used the GC-MS/MS.

The committee went on to specify certain criteria for analysis of pesticide

residues for regulatory or legal purposes which include "confirmation of

residues along with quantification", precisely as CSE had done for its

August 2006 study on soft drinks.

Limited Exercise:

BIS had prudently established an upper limit for total pesticide residues.

Flying in the face of that standard, the Ganguly panel says: “Fixation of

limits for total pesticide is not considered scientifically justified in the

context of the present knowledge as no interaction has been reported to

occur between pesticides at such a low level." This conclusion is wrong on

two counts. First, by basing its conclusion on the present limits of scientific

knowledge the panel has towed industry's line. Typically, industry -

pesticide, food or any other - has hidden behind the excuse of scientific

uncertainties. Any science - based standard obfuscates the importance of

health and does not adequately reflect public health concerns, the primary

purpose of a food standard. Secondly, even this limitation of science relied

upon by Ganguly is wrong because cumulative impacts of pesticides and

pesticides with a common mode of action (those which have similar

adverse effects) are a major area of concern today. Newer pesticides are

known to be extremely toxic at very low levels.

The second major problem with the committee is its logical basis for

standard setting. The committee has confounded the issue by suggesting

standards for pesticide residues should be set on the basis of total

consumption of these drinks countrywide. This will automatically mean

83

that standards have to be revised if consumption increases, because public

health risk will be enhanced. Or that consumption of these beverages

should be capped at the present level, based on which standards were fixed.

This is not a scientifically advisable method for setting a standard Instead,

the standard has to be based on pesticides allowed in the different

components of the food basket as is done across the world. This trade-off

between nutrition and pesticides will allow for pesticides in products which

are essential for nutrition and well-being. This would mean that soft drinks

will get minimum allowances for pesticides since they are not essential or

nutritive.

This assumes even more significance as monitoring studies have shown

that Indians are exposed to higher contamination levels and no quota for

toxins can be assigned to non - essential categories of food as defined by

WHO.

The stage is now set for the health ministry to notify the finished product

standards for soft drinks. While the conservative standards suggested by

the Ganguly committee can be notified as mandatory standards, the

standards finalized by the BIS must also be notified for voluntary

certification.

The companies have started making noises about "scientifically validated

testing methodologies" and this might be the next ruse to avoid

regulations. The Ganguly committee has already made detailed

observations on testing methodologies and protocols. A parallel process to

validate and notify testing protocols can therefore begin immediately and

83

the final standard and regulatory framework can be notified

simultaneously.

The Union health and family welfare minister informed parliament on

August 22 that his ministry was waiting for the recommendations of the

Ganguly committee to finalise regulations for soft drinks. Now, that the

recommendations are in, it's time to act.

83

83

BRIEF INTRODUCTION

OF

COCA-COLA COMPANY

In May 1886, Coca - Cola was invented by Doctor John Pemberton a

pharmacist from Atlanta, Georgia. John Pemberton concocted the Coca -

Cola formula in a three - legged brass kettle in his backyard. The name

was suggestion given John Temberton's bookkeeper frank Robinson.

Being a bookkeeper Frank Robinson also had excellent penmanship it was he

who first "coca cola" into the flowing latter's which has become the famous

logo of today.

The soft drink was first sold to the public at the soda fountain in Jacob's

Pharmacy in Atlanta on May 8, 1886.

About nine servings of the soft drink were each day. Sales for that first year

added upto total of $ 50. The funny thing was that it cost John Pemberton

over $ 70 in expanses, so the first year of sales was a loss.

Until 1905, the soft drink, marketed as a tonic contained extracts to

cocaine as well as the caffeine - rich kola nut

By the late 1890s, Coca - Cola was one of America's most popular

fountain drinks. With another Atlanta pharmacist, Asa Griggs Candler, at

the helm, the Coca - Cola Company increased syrup sales by over 400 %

between 1890 and 1900. Advertising was an important factor in

83

Pemberton and Candler's success and by the turn of the century, the drink

was sold across the United States and Canada. Around the same time, the

compant began selling syrup to independent bottling companies licensed

to sell the drink. Even today, the US soft drink industry is organized on this

principle.

Until the 1960s, both small town and big city dwellers enjoyed carbonated

beverages at the local soda fountain or ice-cream saloon. Often housed in

the drug store, the soda fountain counter served as a meeting place for

people of all ages.

Often combined with lunch counters, the soda fountain declined in popularity

as commercial ice cream, bottled soft drinks, and fast food restaurants came

to the fore.

On April 23, 1985, the trade secret "New Coke" formula was released.

Today, products of the Coca - Cola Company are consumed at the rate of

more than one billion drinks per day.

Thums-Up:

Thums-Up is a leading carbonated soft drink trusted brand in India.

Originally, introduced in 1977, Thums-Up was acquired by the Coca-

Cola Company in 1993.

83

THE COCA-COLA BUSINESS IN INDIA

While the Coca - Cola Company is a global company with some of the

world's most widely recognized brands, the Coca - Cola business in India,

as an each country were we operate, is a local business. Our beverages are

produced locally, employing Indians citizens, our product range and

marketing reflect Indian tastes and life styles, and we are deeply involved

in the life of the local communities in which we operate.

FAST FACT

Population : 1 billion

Share of sales: The Company leads the CSD market with a nearly

60 percent share of sales.

Annual per capita

Consumption: Nine (eight-ounce servings).

System employment: Approximately 10,000 people.

System investment: More than US$1 billion since 1993.

HISTORY

After a 16-year absence Coca - Cola returned to India in 1993. The

company's presence in India was commented in November that year in a

deal that gave Coca - Cola ownership of the nation's top soft drink brands

and bottling network.

INVESTMENT, EMPLOYMENT AND ECONOMICS IMPACT

Coca - Cola India has made significant investment to build and

continually improve its business in India, including new production

facilities, waste water treatment plants, and distribution systems and

marketing equipment. Drugging the past decades, the Coca - Cola system

83

has invested more than US$ 1 billion in India. As such Coca - Cola is one

of the countries top international investors. In 2003, Coca - Cola India

pledged to invest further US $ 100 million in its operations.

The Coca - Cola business system directly employees approximately 10,000

local people in India. In addition, several independent studies have

documented that, by providing opportunities for local enterprises, the Coca -

Cola business also generates a significant employment "multiplier effect".

In India, we indirectly create employment for more than 1,25,000 people in

related industries through our vast procurement, supply and distribution.

BOTTLING OPERATION

The Coca - Cola system in India comprises 27 wholly owned company -

owned bottling operations and another 17 franchises - owned bottling

operations. A network of 29 contract-packers also manufactures a range of

products for the company.

Almost all the goods and services required to produce and market Coca -

Cola in India are made locally, sometimes with the help of technology

and skills from the company. The complexity of the Indian market is

reflected in the distribution fleet, which includes 10-tonne trucks, open-

bay trademarked tricycles and pushcarts.

PRODUCTS

Leading Indian brands Thums-Up, Limca, Maaza, Citra and Gold Spot

join the company's international family of brands, including Coca - Cola,

Diet Coke, Sprite and Fanta, plus the Schweppes product range. Our

Kinley water brand was launched in 2000 and, in 2001, our energy drink

83

shook and our first powdered concentrate, sun fill, hit the market.

Annul per capita consumption of soft drinks in India is nine 8-ounce.

MARKETING

While broad direction and themes for our global brands are created at a

global level, specific marketing programmes for our product are

determined locally. in early 2003, Coca - Cola India collected advertiser

of the year and campaign of the year awards for the Thanda Matlab

Coca - Cola all media campaign. Innovation has been the hallmark of other

marketing campaigns, with the company racking up "first" in the

introduction of canned and PET soft drink, vending machines and backpack

dispensers for crowds of cricket supporters.

QUALITY

We consider the consistent high quality of our beverages to be one of

our business primary assets. In India, as in each country where we

produce our beverages, the Coca - Cola system adheres not only to national

laws on food processing and labeling, but also to our own strict standards

for exceotional quality. In every thing we do, from the selection of

ingredients to the production of our beverages and their delivery to the

market place, we use our specialized quality management system, the

Coca - Cola quality system, to ensure that we are offering consumers only

the highest quality products. We monitor our success through our

customer and consumer feedback and our in-trade monitoring

programmes, and this information enables us to continuously improve

our already demanding system.

83

COCA-COLA AND THE COMMUNITY

At Coca - Cola we have a long standing belief that everyone who touches

our business should benefit. That basic proposition that our business

should bring benefit and refreshment is central to the way we operate in

Communities around the world. Coca - Cola India provides extensive

support for community programmes across the country, with a focus on

education, health and rainwater harvesting, all key priorities of the

Indian government which has recognized the company's efforts with a

several awards.

Education: Coca - Cola India is supporting community - based primary

education project setup to provide educational opportunities to marginalized

children in slums and villages. To data, the projects has benefited 50 schools,

1000 of students, over 5,00,000 villagers and over 10,000 slum dwellers, as

well as several village near Coca - Cola bottling.

Environment : Coca - Cola India is supporting community - based rainwater

harvesting projects in rural and urban areas to help restore water levels

and promote community education in ways to conserve natural resources.

These initiatives have a benefited over 10,000 Delhi residents, as well as

local community members, both in areas surrounding Coca - Cola bottling

plants and else where.

Healthcare: Coca - Cola India is partnering with NGO’s as well as St.

John's Ambulance Brigade (Red Cross) to provide free medical

facilities and information to poor people who cannot afford to visit hospital

83

facilities. These efforts are helping tens of thousands of under privileged

people in seven states in India, as well as several villages near Coca - Cola

bottling plants.

The company has also supported a range of other national initiatives, such

as a major polio-eradication drive and drought-relief programme, in addition

to support towards the national cricket championship for the blind, and

national athletics meetings for the physically challenged.

83

Business OverviewIntroduction:

Coca - Cola, the world's most famous brand

completing 121st year of its existence on 8 th May

this year. Today the Company is an

unquestionable leader in the world business of

non-alcoholic beverages. Coca - Cola is the

world's largest selling soft drink and arguably

the most successful product ever marketed in

the history of commerce. More than one billion

servings of Coca-Cola products are consumed

everyday around the world in more than 200

countries.

In India, Coca - Cola operates through the Coca

- Cola India Division Office situated at

Gurgaon near New Delhi. Hindustan Coca -

Cola Beverages Private Limited is the fully

owned subsidiary of the Coca - Cola India

which runs a number of bottling plants all over

India.

Hindustan Coca - Cola Beverages Private

Limited, Varanasi is one of the key unit in East

U.P. This unit is situated at approximately 18

KM from the city and 40 KM from the nearest

airport of Varanasi. The unit has a single

83

bottling line of 600 bottles per minute capacity.

Almost all brands of Coca - Cola Company,

prominent amongst them, Coca – Cola, Thums-

Up, Limca, Fanta, Sprite, Kinley Soda etc., are

manufactured here. The sizes of the packaging

vary from 200 ml, 300 m1 to 1 litre capacity.

Returnable glass bottle (RGB) is the only

package used. Glass bottles are handled in

plastic reusable crates. Thus there is no any

significant environmental impact because of

packaging.

The raw materials used are Water, Sugar,

Concentrate and Carbon Di-Oxide. Concentrate

plant near Pune supplies the Concentrate to this

bottling unit.

The wastes generated during the manufacturing

process are mainly wastewater and non-

hazardous solid waste in saleable and non-

saleable category. Saleable waste includes

broken glass, plastics, papers, gunny bags,

metal scrap and other miscellaneous waste.

Obviously the saleable waste is recycled or

reused as raw material to businesses and

industrial activities and has no adverse

environmental impact. Non-saleable waste

consists of biological ETP Sludge, used carbon,

garbage and canteen waste etc. The quantity of

83

this non-saleable solid waste is very little as

compared to the total waste and the waste is

also non-hazardous in character.

No on-site burial or burning of waste is carried out.

Manufacturing Process:

We at Coca - Cola are committed to manufacture

our products with utmost care and with quality at

top priority which makes it the world leader in

soft drink industry. Following is an over view of

the stringent processes adopted in

manufacturing before our quality product

reaches finally to our proud consumers.

Water Treatment :

We at HCCBPL Varanasi follow a batch treatment

process for water treatment which includes

coagulation & flocculation. The method ensures

disinfection and settling of all macro impurities

and thereafter it is passed to sand, carbon

filters to remove off odor, off color, off taste and

thus it is strictly bought in line with the WHO

requirements. We are also using state of the art -

micron filtration process where the water is

filtered upto the extent of 1 micron before it is

fed to the process.

This extensive treatment of water under strict

monitoring and sampling for quality leads to

pure hygienic water with the highest quality

83

meeting the Coca - Cola standards.

Syrup Preparation:

Coca - Cola uses the highest quality of sugar

which is controlled and ensured by it's stringent

prelaid standards, which serves as the strict

criteria before acceptance of a lot. To ensure

high quality of syrup, it is subjected to hot

treatment wherein it is given a contact time

with hyflo and carbon at elevated temperatures. It

is then passes through a filter press which

removes the carbon particles and other

impurities before it declared fit for concentrate

mixing. All this process takes place under a strict

vigil by the quality department which maintains

the appropriate records of the numerous tests

carried out in the entire process which makes it a

foolproof process.

In the ready syrup tank the predecided quantity of

concentrate is mixed to the simple syrup in very

strict hygienic conditions to yield final syrup. The

entire syrup manufacturing area is maintained

under a constant positive pressure which rules

out the possibility of any external particle

entering into the process room.

Container Washing:

Container washing has been identified as one of the

83

major critical control point in the entire

manufacturing process & that’s the reason that

company has laid some of the very stringent and

foolproof systems which ensures Coca - Cola

product to be of the highest quality and reflects our

commitment towards delivering the best in class

product to the consumers.

The bottles received from the market are

loaded on the conveyor by the uncasing machine

and the arrays of unwashed bottles passes through

the four pre-wash inspection, stations which

ensures removal of rusty neck bottle excessively

dirty bottles, bottles carrying foreign matter,

foreign bottles. And thus the good bottles

passes into the bottle washing machine which

uses intensive mechanical and chemical processes

to clean and disinfect the bottles thoroughly and

ensure the bottles to be ready for filling. However

as an additional safety, there is again a post wash

inspection station comprising of 4 sub stations,

which ensures removal of the chip necked

bottles and suspected bottles from the lot. Thus the

bottles are subjected to series of stringent

inspections before it is fed to the filler for filling

Mixing, Proportioning:

Proportioning is basically a process where ready

83

syrup is diluted in a predetermined fixed proportion

with water and carbonated to result into beverage

conforming strictly to company's norms and

specifications. It is carried out by an Italian

Machine - MOJONNIER.

Filling & Crowning:

The chilled carbonated beverage fed by the

MOJONNIER is filled into the bottles through a

rotary machine named FILLER. The bottles are

immediately crowned by crowner (adjacent to

the filler) and thereafter the bottles passes

through the Date Coding machine which enable

the consumer to be 100 percent sure of consuming

a perfectly safe and fresh product.

Final Inspection:

After date coding, there is once again a final

inspection station where light inspectors remove

all low or high filled bottles and permit only the

saleable product to pass through for casing to the

caser machine.

Managing the waste water:

Production lines generate waste water from bottle

washers, Syrup and Filler rooms. Entire

wastewater generated is treated at Waste Water

Treatment Plant and discharged through an 800

meters long pipeline specially laid to discharge the

83

treated waste water away from inhabited areas. Part

of this water is being used for gardening purposes

within the plant premises.

Market and Customers:

Once the finished product is ready, it is transported

to distribution centers and then to retail outlets by

way of route trucks. The consumers buy the soft

drinks from the retailer outlets. The empty bottles

are simultaneously collected by the distribution

channels at the time of dispensing the finished

product.

Suppliers and Other Business Partners:

Other than water and concentrate, bottling

operation requires Sugar, C02, bottles, crates and

other miscellaneous material. The Coca - Cola

India Division has a Supplier authorization

program where suppliers are authorized based on a

defined criterion. Environmental considerations are

amongst the critical of these criterions.

Employees, Plant and Machinery:

The no. of total unit employees is approximately

113 & in summer season, which is a peak season for

sale of soft drinks, the plant works for three-shift

operation round the clock.

The overall educational level of the employees is

83

good and they obviously have a good expertise in

water treatment and purification processes.

Extensive in-house training programs are

conducted to maintain the competency of the

manpower in respective areas. The plant and

machinery consists of state of art bottling

machinery and test equipment to get consistent

quality product at the optimum usage of raw

materials. The plant also has an extensive quality

test laboratory with equipment like

spectrophotometer, density meter, micro lab etc. to

conduct on the spot tests at various stages of

production.

A typical bottling line will consist of uncaser-

pre wash inspection station - conveyers - bottle

washer - post wash bottle inspection station –

filler - final light inspection station - conveyor -

and caser. Water treatment plant supplies treated

water for beverages and syrup preparation.

Plant utilities support the production fulfilling the

requirement of compressed air, refrigeration,

power and steam supply.

Critical Success factors as perceived by the

83

organization:

Critical success factors that the company has

identified are Product quality, availability,

affordability, and freshness of the product.

In the words of Mr. Doug Daft, "The Coca - Cola

Company exists to benefit and refresh everyone

who is touched by our business."

The Company believes that good environmental

performance and environmental leadership will

make its operations more efficient, cost

effective and lead to high quality product. It

also believes that good environmental

performance will enhance its community

relations and leadership in the market place.

The eKO policy clearly states that "We will

conduct our business in ways that protect,

preserve and enhance the environment"

In the words of the Chairman of the Coca - Cola

Company.

"Implementation of Coca - Cola Environment

Management System, eKO system, throughout our

organization will help us to protect and grow our

business through continued environmental

leadership. This management system should be

the part of the annual business planning

83

process of all groups, divisions and bottlers in

our system. I encourage all company associates to

use the eKO system to help us continue to

improve our record of environmental excellence."

INTRODUCTION ABOUT THE PROJECT

83

Segmented Market:

Geographical Segmentation Region Wise

Target Market:

East Market According To the Situation of Coca – Cola Plant,

Rajatalab, Varanasi

Targeted Area:

Orderly Bazar, Shivpur, Police Line, Sader Bazar, Basai,

paramanandpur

Targeted Agencies:

R. K. Enterprises

FORMAT FOR THE COLLECTION OF INFORMATION FOR MY

PROJECT

NAME OF THE AGENCY :

ADDRESS :

CONTACT NO. :INSPECTION AREA :

Serial Name of

Outlet

Address Type of

SGA

Type of Outlet

%

Remarks

Coke Pepsi Coke Pepsi

SLAES AND DISTRIBUTION CHANNEL IN VARANASI

83

The basic goal of these departments is matching the supply and demand

Sales Network.

Sales Network Coca – Cola may be represented by the following rings.

SALES FRCE

Distributors Salesman Retailer

(Coca – Cola marketing by company Varanasi)

At present the Coca – Cola produced in the plant (Rajatalab) and its

transferred to various to distributor according to demand and company

target.

MARKETING CHANNEL

Three level channel and four level channels:

Manufacturer Distributors Retailer Consumer

Manufacturer Distributors Retailer

Consumer

83

PRODUCT PROFILE

Product Available in Varanasi Market and Rates, Volume, Profit, Cost

As on May 2008

Coca – Cola has a wide range of products at different volumes

PRODUCT LINE

Coca – Cola

Thums – Up

Sprite

Fanta

Limca

Maaza (RGB)

Maaza Tetra

Kinley Soda

Kinley Water

Bonaqua water

● Minute maid

PRODUCT VOLUMES AVAILABLE

200 ML

250 ML

300 ML

330 ML

400ML

600 ML

1 LT.

83

1.2 LT.

1.25LT

2 LT.

BEST BEFORE DATE

RGV (200 ML, 300 ML) : 6 Months

Mobile (600 ML) : 2.5 Months

Can (330 ML) : 6 Months

Pet (2 LT.) : 3 Months

Pet (1.25 LT) : 4 Months

Minute maid : 4 Months

Prices per bottle on different volumes

SOFT DRINK

VOLUME COST

200 ML & 250 ML 08

300 ML 10

600 ML 20

2 LT. 48

330 ML 25

400 ML 25

1 LT. 60

Price of empty crate 280 Rs.

83

NO. OF BOTTLES AND THEIR COST

VOLUME NO. OF BOTTLE COST

200 ML 24 148

300 ML 24 216

600 ML 24 450

1.25 LT. 12 378

2 LT 09 423

CAN 24 552

SODA (300 ML) 24 164

KINLEY (WATER) 12 117

BONAQUA (WATER) 12 117

1.2 LT (MAZA) 12 504

600ML (MAZA) 24 552

NO. OF BOTTLES / CRATE

VOLUME BOTTLE

200 ML 24

250 ML 24

300 ML 24

600 ML 24

2 LT 09

1 LT (WATER) 12

CANE 24

RETAILERS PROFIT

83

VOLUME COST PROFIT

200 ML 148 20

300 ML 216 24

600 ML 450 30

2 LT 405 27

CAN 552 48

83

PRODUCT PROFILECoca – Cola has a wide range of products at different volumes

Product Available in Varanasi Market And

Rates, Volume, Profit, CostAs on May 2008

83

PRODUCT LINE

Coca – Cola

Thums – Up

Sprite

Fanta

Limca

Maaza (RGB)

Maaza Tetra

Minute maid

Kinley Soda

Kinley Water

Bonaqua water

PRODUCT VOLUMES AVAILABLE

200 ML

250 ML

300 ML

330 ML

400ML

600 ML

1LT

1.2 LT.

1.25LT

2 LT.

83

The world's favorite drink. The world's most valuable brand. The most

recognizable word across the world after OK.

Coca - Cola has a truly remarkable heritage. From a humble beginning in

1886, it is now the flagship brand of the largest manufacturer, marketer and

distributor of non-alcoholic beverages in the world.

In India, Coca-Cola was the leading soft-drink till 1977 when govt. policies

necessitated its departure. Coca-Cola made its return to the country in 1993

and made significant investments to ensure that the beverage is available to

more and more people, even in the remote and inaccessible parts of the

nation.

Coca-Cola returned to India in 1993 and over the past ten years has captured

the imagination of the nation, building strong associations with cricket, the

thriving cinema industry, music etc. Coca-Cola has been very strongly

associated with cricket, sponsoring the World Cup in 1996 and various other

tournaments, including the Coca-Cola Cup in Sharjah in the late nineties.

Coca-Cola's advertising campaigns “Jo Chaho Ho Jaye” and “Life Ho To

Aisi” were very popular and had entered the youth's vocabulary. In 2002,

Coca - Cola launched the campaign "Thanda Matlab Coca-Cola" which

sky-rocketed the brand to make it India's favorite soft-drink brand. In

2003, Coke was available for just Rs. 5 across the country and this pricing

83

initiative together with improved distribution ensured that all brands in the

portfolio grew leaps and bounds.

Coca-Cola had signed on various celebrities including movie stars such as

Karishma Kapoor, cricketers such as Srinath, Sourav Ganguly, southern

celebrities like Vijay in the past and today, its brand ambassadors are Aamir

Khan, Aishwarya Rai, Vivek Oberoi and cricketer Virendra Sehwag.

83

Water, a thirst quencher that refreshes, a life giving force that washes all the

toxins away. A ritual pure Water, a thirst quencher that refreshes a life

giving force that washes all the toxins away. A ritual purifier that cleanses,

purifies, transforms. Water, the most basic need of life, the very sustenance of life, a

celebration of life itself.

The importance of water can never be understated. Particularly in a nation

such as India where water governs the lives of the millions, be it as part of

everyday rituals or as the monsoon which gives life to the sub - continent.

Kinley water understands the importance and value of this life giving

force. Kinley water thus promises water that is as pure as it is meant to be.

Water you can trust to be truly safe and pure.

Kinley water comes with the assurance of safety from the Coca - Cola

Company. That is why we introduced Kinley with reverse-osmosis along with

the latest technology to ensure the purity of our product. That's why we go

through rigorous testing procedures at each and every location where Kinley

is produced.

Because we believe that right to pure, safe drinking water is fundamental. A

universal need that cannot be left to chance.

Fire that cleanses, purifies, transforms. Water, the most basic need of life,

the very sustenance of life, a celebration of life itself.

83

Maaza was launched in 1976. Here was a drink that offered the same real

taste of fruit juices and was available throughout the year.

In 1993, Maaza was acquired by Coca – Cola India. Maaza currently

dominates the fruit drink category.

Over the years, brand Maaza has become synonymous with Mango. This has

been the result of such successful campaigns like “Taaza Mango, Maaza

Mango” and “Botal mein Aam, Maaza hain Naam". Consumers regard Maaza

as wholesome, natural, fun drink which delivers the real experience of fruit.

Position:

The current advertising of Maaza it as an enabler of fun friendship moments

between moms and kids as moms trust the brand and the kids love its taste.

The campaign builds on the existing equity of the brand and delivers a

relevant emotional benefit to the moms rightly captured in the tagline "Yaari

Dosti Taaza Maaza"

83

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

countries.

In India, Sprite was launched in year 1999 & today it has grown to be one of

the fastest growing soft drinks, leading the Clear lime category.

Today Sprite is perceived as a youth icon. Why? With a strong appeal to the

youth, Sprite has stood for a straight forward and honest attitude. Its clear

crisp refers hingtaste encourages the today's youth to trust their instincts,

influence them to be true to who they are and to obey their thirst.

83

Lime n’ Lemony Limca, the drink that can cast a tangy refreshing spell on

anyone, anywhere. Born in 1971 Limca has been the original thirst choice,

of millions of consumers for over 3 decades.

The brand has been displaying healthy volume growths year on year and

Limca continues to be the leading Flavor soft drink in the country.

The success formula? The sharp fizz and lemony bite combined with the

single minded positioning of the brand as the ultimate refresher has

continuously strengthened the brand franchise. Limca energizes refreshes

and transforms. Dive into the zingy refreshment of Limca and walk away a

new person ……

83

Internationally, Fanta - The 'orange' drink of The Coca - Cola Company, is

seen as one of the favorite drinks since 1940's. Fanta entered the Indian

market in the year 1993.

Over the years Fanta has occupied a strong market place and is identified as

“The Fun Catalyst”.

Perceived as a fun youth brand, Fanta stands for its vibrant color, tempting

taste and tingling bubbles that not just uplifts feelings but also helps free spirit

thus encouraging one to indulge in the moment. This positive imagery is

associated with happy, cheerful and special times with friends.

83

Strong Cola Taste, Exciting Personality

Thums Up is a leading carbonated soft drink and most trusted brand in India.

Originally, introduced in 1977, Thums Up was acquired by The Coca -

Cola Company in 1993.

Thums Up is known for its strong, fizzy taste and its confident, mature and

uniquely masculine attitude. This brand clearly seeks to separate the men

from the boys.

Minute Maid (A 62 year success story)

83

The history of the Minute Maid brand goes as far back as 1945 when the

Florida Foods Corporation developed orange juice powder. The company

developed a process that eliminated 80 percent of the water in orange juice,

forming a frozen concentrates that when reconstituted created orange juice.

They branded it Minute Maid, a name connoting the convenience and the

ease of preparation (In a minute). Minute Maid thus moved from a powdered

concentrate to the first ever orange juice from concentrate.

The initial communication stressed the superior taste of Minute Maid

compared to canned orange juice, as well as the time savings in preparation

compared to squeezing fresh oranges

One of the world’s largest juice and juice drink brands

Minute Maid brand has clearly become one of the world’s largest juice

and juice drink brands. The launch of Minute Maid Pulpy Orange in India

(starting with the south of the country) is aimed to further extend the

leadership of Coca-Cola in India in the juice drink category.

Pepsi - Cola Caffeine Free Pepsi Diet Pepsi Caffeine Free Diet Pepsi Pepsi Twist (regular & diet)

83

Wild Cherry Pepsi Pepsi Blue Pepsi ONE Pepsi Vanilla Diet Mountain Dew Mountain Dew Code Red Diet Mountain Dew Code Red Mountain Dew Live Red Mountain Dew Blue Shock Mountain Dew AMP energy drink Tropicana twister

Mug Sierra Mist (Regular & Diet) Slice Lipton Brisk (Partnership) Lipton Iced Tea (Partnership) Dole juices and juice drinks (License) Fruit Works juice drinks Aquafina purified drinking water Frappuccino ready-to-drink coffee (Partnership) Starbucks Double Shot (Partnership) SoBe juice drinks, dairy, and teas SoBe energy drinks (No Fear and Adrenaline Rus)

RESEARCH METHODOLOGY

FOR

CONSUMER SURVEY

RESEARCH PURPOSE

1. To analyze the consumer-buying behavior.

83

2. To identify the consumer segment that consumes Coca - Cola products.

3. To identify the consumer satisfaction level regarding various

attributes of milk products.

RESEARCH DESIGN

Sample Serve : Retailer = 100

Area of Survey : Varanasi

Duration : 2 Months

DATA TYPE

Primary data

Sample Selection:

Stratified and Convenience

Data Collection Method:

Data was collected through direct Survey Method.

LIMITATIONS OF THE RESEARCH

1. There could be bias on part of retailers while providing the

information regarding the product and company.

2. Scope of research is confined to 100.

3. Shortage of time on part of retailers.

83

FINDINGS

R. K. Enterprises:

Position of SGA

Total No. of SGA : 86 (Coke) + 30 (Pepsi) = 116

Coke SGA:

o VC 65

o CC 15

o EBC 6

Pepsi SGA:

o VC 22

83

o CC 2

o EBC 6

Position of Outlet

Total No. of Outlet : 150 (Coke) + 60 (Pepsi) + 50 (Mix) = 260

o Coke 150

o Pepsi 80 60

o Mix 281 50

o Nw 4 (Not Worked)

Loading Vehicles

Total No. of Vehicles: 3

o Vikram 2

o Tempo 1

RECOMMENDATION

Bottle Exchange Problem:

The Pepsi bottle will not exchange - Season rule coke bottle. Company

bound to not exchange bottle of coke with Pepsi

Delivery not on time so b' coz of this sale of coke went down.

If company wants to run this type of rule the delivery on time is

83

solution of problems.

In some areas retailers were not aware about the scheme so

company want to issue any rule it should we inform to retailers before

2 or three days and it is liabilities of agency to inform all the retailers

on the time.

Scheme Problem:

Scheme on the carrot is not income of retailers but of the trauliman the

shops, which is on main road trauliman, provide him scheme but inland

area shop they not provide them scheme to him. But they know about

the scheme so there is anger for company from there side.

If any scheme is for 7 days they inform to retailers after 2 days and

ending before 2 days all scheme goes in the pocket of trauliman.

Agency also works on some specific shop in the frate dealer area

and they provide him scheme. Scheme is income of frate dealer,

on the working shop he do not give so in this area scheme is bone of

Contusion Company should pay attention on frate dealers.

SGA Problem:

There are two types of problem:

SGA not working well

SGA is not according to there requirement

o In the season there are 40 % complain for not working well,

complain no.0542 - 3100492 but there is no response from

his side, I have enclosed my survey paper in this context.

o Survey should be conduct by the company only for SGA in the

season b'coz there are so many outlets which has freeze

83

size problem means there sales is more than there capacity of

freeze and some outlet has big freeze so there should be

exchange process.

Scheme of Pepsi

Pepsi runs in market with scheme whole year.

Latest scheme on Pepsi

200 ml. - 2 bottle with 1 crat

300ml. - 1 bottle with 1 crat

250ml. - 1 bottle with 1 crat

600ml. - 2 bottles with 1 crat

2 liters - 1 crat water with one crat.

83

Except it there is also scheme in crowns for retailers. There is some

rupees discount that is written on it. Pepsi pay to retailers for display

also.

Scheme of coke

Presently same as Pepsi but except the scheme on crown for retailers.

CONCLUSION

There are some important conclusions about brand preferences:

Coca - Cola brand is most famous among retailers and consumers at

Varanasi.

Under Coca - Cola Thums Up is most famous brand which is

recognized for its strong taste.

83

There are also a large no. of unbranded customers, who are

totally retailer oriented. We should try to convert them into coke

branded customers by good supply to retailers.

According to survey 28 % retail outlets were captured by Coca -

Cola only where as only 12 % was captured by Pepsi. This is a major

advantage to us. We can increase this no. by converting mix

outlets into our monopoly outlets by giving them some extra

benefits.

Thunda Matlab Coca - Cola is the most famous add.

Due to brand name taste and quality all the retailers prefer coke.

The shops where Pepsi and both brands are they also prefer coke but

some shops are not satisfied by discount and scheme of coke in

comparison to the Pepsi because cokes van comes timely to the shops,

companies’ offers visits everyday or at least 2 to 3 times in week.

Purity of visicooler of coke is better then Pepsi. Coke always pays

attention towards brand order, purity better supervision in each and

every shop. Except 2 or 3 retailers all are pleased by coke, its

marketing element, SGA and its service.

Pepsi can charge its bottles with coke but coke does not charge its

bottles with Pepsi.

83

ANNEXURES

RETAILER SURVEY

GRAPHS

83

RETAILER SURVEY Name of Retailer / Shop ……………………………………………………...

Address ……………………………………………………………………….

1. How many soft drink companies are in the market?

2. Do you have all these companies? (Y/N)

………………………………

3. Which one is the largest selling brand?

………………………………

4. How many carettes / cases do you sold in a week /

day?

83

Brand

Coca – Cola

Pepsi

5. How many customers demand as a brand or any cola

(in

percentage) ?.................................................................

....................

6. Which brands customers ask more

a. coca cola

b. Pepsi

7. In which company do you get more benefit?

a. Coca-Cola

b. Pepsi

8. If they have SGA:

a. Company Name……………………………………….

SGA Type……………………………………………

b. ID No….………………………………………………

Questionnaires used

Name of respondent

Age

Sex

Outlet name

Address

83

Ques-1 Which companies’ cold drink is consumed more from your

shoes?

(a) Pepsi

(B) Coke

(c) Both

Ques-2 How much crat is consumed weekly from your shop?

(a) 5 crat

(b) 10 crat

(c) 20 crat

Ques-3 Who provides better service?

(a) Pepsi

(b) Coke

Ques-4 Which companies gives more discount and facilities?

(a) Coke

(b) Pepsi

Ques-5 Do they provide you marketing element?

(a) Yes

(b) No

83

Ques-6 Which company marketing element is attracting and

have ?

(a) Coke

(b) Pepsi

Ques-7 Is coke companies van comes daily to your shops?

(a) Yes

(b) No

Ques-8 How many times coke’s van comes to your shops?

(a) Ones

(b) Twice

Ques-9 How many times Pepsi’s van comes to your shop?

(a) Ones

(b) Twice

(c) No

Ques-10 Any companies offer visits to your outlet?

(a) Yes

83

(b) No

Ques-11 How many times do they visit in a week?

(a) Daily

(b) 2-3 times

(C) Once in week

Ques-12 Do you have SGA?

(a) Yes

(b) No

Ques-13 Which company SGA you have?

(a) Pepsi

(b) Coke

(c) Both

Ques-14 Are you satisfied by SGA of that particular

company?

(a) Yes

(b) No

Ques-15 Any suggestion to increase the satisfactory level of

service?

83

(a) Yes

(b) No

COCA COLA Vs PEPSI

There are so many brands of both Pepsi and Coca – Cola which are:

Sl. No. Brand of Coca – Cola Brand of Pepsi

1 Coke Pepsi

2 Thums Up 7 Up

83

3 Limca Mirinda (Limca)

4 Fanta Mirinda (Orange)

5 Maaza Slice

6 Sprite Mountain Dew

7 Minute maid Tropicana twister

RETAILERS

Total No. of Respondents / Retailers = 100.

Total No. of Respondents who have all Companies = 60.

Total No. of Respondents who have Coca – Cola = 30.

Total No. of Respondents who have Pepsi = 10.

83

Outlet of Pepsi and coke in percent

(a) Only coke’s outlet =75% (b) Pepsi & coke both outlet =20% (c) Only Pepsi’s outlet =5%

Satisfaction by services

83

(a) Satisfied =80% (b) Not satisfied =15% (c) Average =5%

REASON OF BRAND PREFERENCE

83

There are so many reasons for selecting their brand:

Taste

Brand

Advertisement

Price

Availability

Coldness

This graph shows that customers consume their brand for:

50 % Customers Drink for Taste

30 % Customers are Branded Customers, they feel pleasure to use that

brand.

12 % Customers are compromising customers, they compromise with

availability.

8 % Drink for Relief from Summer

SINGLE BRANDED CUSTOMERS

VS

Brand Preference

50%

30%

12%8%

Taste

Brand

Availability

Coldness

83

MANY BRANDED CUSTOMERS

There are 60 % Consumers who consume only one brand, it may be

Coke, Pepsi or any other local brand.

40 % Consumers are many Branded.

MAIN DECISION INFLUENCERS IN FAMILY

Single Vs Many Brand Customers

60%

40%Single Branded

Many Branded

83

WHILE BUYING COLA PRODUCTS

Children : 31 %

Youngsters : 48 %

Middle Aged : 21 %

Old Members : 0 %

Main Influencer in Buying Cola Products

31%

48%

21% 0%

Children

Youngsters

Middle Aged

Old Members

83

PLACE WHERE PEOPLE

CONSUME COLA

Retail Shops : 58 %

Restaurants : 37 %

Home and Party : 5 %

Place to Consume Cola

58%37%

5%

Retail Shop

Restaurants

Home & Party

83

BIBLIOGRAPHY

MARKETING RESEARCH:TULL AND HAWKINS

AAKER KUMAR AND DEY

BOYD, WESTALL & STASCH

MARKETING MANAGEMENT BY:PHILIP KOTLER

CONTENT

83

Acknowledgement

Company Introduction

o Executive Summary

o Introduction

Marketing Mix of Coca – Cola

o Product Profile

o Price

o Sales & Distribution Channel in Varanasi

o Sales Execution (Right Execution Daily)

Competitors Profile

Research Methodology

Analysis & Findings

Conclusion

Recommendation

Limitation of Research

Bibliography

Annexure

83

Recommendation:

Company should have to manage the collection of bottle for that no.

of bottle were damage.

Company should have to manage proper space for storage of chilled

cold drinks because it affect to sale.

In carnival time customer not to much bothered about the brand, drink

which is chilled prefer by customer, sales is depend upon the place of

stall, so in future company should be think over that problem.

83

Company Market Can be Segmented Along 3 Lines

Outlet Volume, Locality Income & Channel Cluster

Similar Grouping of Outlet Basis format & Shopper

Occasion

Classifying Outlets basis Volume per Outlet

Segmenting Consumer on

Basis of Income

Channel Cluster

Outlet Volume

Grocery

Eating & Drinking

Convenience

Bronze Silver Gold Diamond

Low

83

Grocery:Outlets primarily engaged in retailing of food & various

household items. It includes Grocers (Outlets dealing mainly in

Grains, Provisions, Spices, Edible Oil, Vanaspati etc.) and

General Stores (Outlets selling items of day to day requirement

& Stocking a variety of branded products)

Locality Income

Medium

High

83

E & D:Outlets selling items to eat which are being cooked within

outlet, made at the outlet with possibility of consuming those

products within the outlets. The outlet may have a place to sit.

It includes QSRs / Bakery / Mithai Stores / Restaurants / Bars /

Juice Centers / Soft Drink Shops / Ice Cream Parlors / Tea

Shops / Cafes etc.

83

Convenience:Includes outlets which are small stores or shops, generally,

accessible locally. These are often located alongside busy

roads. It includes Chemists / STD Booth / Pan Beedi Shops etc.

83

83

OUTLET SURVEY FORMDate:…/…/…….

Outlet Name ………………………………………………………………………………...

Full Address ………………………………………………………………………………...

Zip Code ………………………………………………………………………………...

Telephone No………………………………………………………………………………...

Owner Name ………………………………………….……Mob. No….…………………...

GST No. ………………………………………CST No...……………………………...

Contact Person .……………………………………………Mob. No. ……………………...

Landmark ………………………………………………………………………………...

Market Name………………………………………………………………………………...

Route Name ………………………………………………………………………………...

Salesman Name ……………………………………………………………………………...

Category E&D Convenience Grocery Others

Grade Diamond Gold Silver Bronze

Outlet Type HVO Normal

Credit Party Yes No

Key Account Yes No

Glass Capacity in C/s ……………………………………………………………………….

AR Outstanding ……………………………………………………………………….

Invoice Detail ……………………………………………………………………….

Market COL Brand ………………………… COL in C/s……………………………

Market COD Brand ………………………… COL in C/s……………………………

SGA Type ……………… Mfd. By …………….. Sr. No. …………… Date ……………..

Distributor Sign Owner Sign SE Sign

Average Profit(Rs. Per ltr.)

Higher Margin Pack

Mobile PET Availability

2 ltr. PET Availability

CAN Availability

Maaza 250 ml 600 ml and 1.2 ltr.

Availability

X

83

SWOT ANALYSIS

Strength:

A Trusted Brand than Pepsi.

Highly motivated Sales Team.

Thums-up & Limca has better brand recall & fetches most of the sales.

A better penetration in the market than the competitors.

Merchandising of Pepsi is stronger than Coca – Cola.

Weakness:

Servicing & OYA/SGA’s are very irregular and less.

Coke delivers its products on cash but Pepsi on Credit. Thus it is eating up market

share.

PSR’s of Pepsi have that much delegation of authority that they can manipulate

schemes & setup monopoly counters whereas Coca – Cola’s PSR’s do not have that

authority.

Kinley soda is high in Cost, Comparatively to others. Thus reduces the market share

of company in this segment.

Communication in the sales channel is slow that hampers implementation of sales

strategy.

83

Opportunity:

Urban market of soft drinks is getting saturated. And also the rural market is

growing at a pace so by effective strategy this can be a future market for the

products.

Company has to concentrate on product penetration in Hotels, Malls & Cinema Hall.

Participation in Local festival’s (especially during the start of season) & events must

be taken care of.

Threats:

Pepsi is a push product in Varanasi market, and offering more discounts & schemes

than Coca – Cola.

Products of Pepsi are pushed on credit.

83

Launching of 1.25 Lt.

The freeze pack has been launched for filling the gap between

600ml and 2Lt. coca cola brands. The launching date of 1.25Lt.

is 11th and 12th of June in Varanasi. The price of single pet is Rs

35. And the cost of one peti is Rs 378. It gives the profit of Rs 42

in one peti to the retailers. It is a complete family pack.