Project Mrkting

INDEX

SR. NO CHAPTER NAME

1 INTRODUCTION OF MARKETING

2 COMPANY PROFILE-History of company

3 RESEARCH & METHODOLOGY-Objectives-Collection of Data-Type of Research-Hypothesis-Limitations

4 DATA ANALYSIS &INTERPRETATION

5 CONCLUSIONS & SUGGESTIONS

6 RECOMMENDATIONSANNEXUREBibliographyQuestionnaire

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CHAPTER: - 1

INTRODUCTION

CHAPTER: - 1

INTRODUCTION

Introduction of Marketing

Introduction :

The Introduction of marketing comes in India very late. Though

we are known lot about the theoretical part of it. The practical importance was

left by the Indian industries when they came to know about the competition

with the multinational companies functioning in India and also exporting our

products in abroad.

The development of marketing is evolutionary. “Marketing is what a marketer

does.” But this meaning lacks clarity in understanding the subject. The

evolution of marketing is as old as the Himalayas. It is one of the oldest

professions of the world. Marketing is indeed an ancient art: it has been

practiced in one from or the other since the days of Adam and Eve. The

traditional objective of marketing had been to make the goods available at

places where they are needed. This idea was later on changed by shifting the

emphasis from “exchange” to “satisfaction of human wants.”

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Meaning :

Marketing occupies on important position in any business unit traditional view

of marketing is the customer accepts what ever the seller presents to them. The

thing without considering the needs wants of the customer. But now this

concept is changed and the full attention is given on the customer’s wants and

satisfaction.

Definition:

“Marketing is human activity directed at satisfying needs and wants through

exchange process.”

- Philip Kotler.

“Marketing is the total system of business is activities designed to plan, price,

promote and distribute want satisfying goods and services to present and

potential customer.”

- W. J. Stanton.

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Evaluation of Marketing :

1. Barter System: The goods are exchanged against goods, without any

other medium of exchange, like money.

2. Production Orientation: This was a stage where producers, instead

of being concerned with the consumer preferences, concentrated on the mass

production of goods for the purpose of profit. They cared very little about the

customers.

3. Sales Orientation: The stage witnessed major changes in all the

spheres of economic life. The selling activity becomes the dominant factor,

without any efforts for the satisfaction of the consumer needs.

4. Marketing Orientation: Customers importance was realized but only

as a means of disposing of goods produced. Competition became more stiff.

Aggressive advertising, personal selling, large scale sales promotion etc. are

used as tools to boost sales.

5. Consumer Orientation: Under this stage only such products are

brought forward to the market which is capable of satisfying the tastes,

preferences and expectations of consumers - satisfaction.

6. Management Orientation: The Marketing function assumes a

managerial role to co-ordinate all interacting business activities with the

objective of planning, promotion and distributing want-satisfying products and

services to the present and potential customers.

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CHAPTER: - 2

COMPANY PROFILE

CHAPTER: - 2

COMPANY PROFILE

History of Company

Coca-cola was inventing in May 1886 by Dr. John S. Pemberton in

Atlanta, Georgia. The name “COCA-COLA” was suggested by Dr.

Pemberton’s bookkeeper, Frank Robinson. He penned the name Coca-

Cola in the flowing today coca-cola was first sold at soda foundation in

Jacob pharmacy in Atlanta by will enable during there first year sale of

coca-cola average nine drinks day adding up to total sales for that year of

$50. Since the years expensive were just over &70 Dr. Pemberton took a

loss. Today products of the coca cola company are consumed at the rate

of more than one billion per day. Coca cola has got 5 ranks as a leader

company.

The head office of company is at Atlanta USA.

About India

In India Coca cola entered in 1950 withdrew to Janta regime in

1977 and reentered in 1993 October. With launch at Agra.

The US soft drink giant coca cola reentered India in the 1990 after

abandoning its business in the 1970 in the wake of foreign exchange

regulation act of 1973. The act mean to indianite foreign companies

made it mandatory for foreign companies to dilute their shareholder to

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40% instead of diluting its shareholding to the required limit prescribed

by the act coca-cola opted to discontinue its operation in India.

In the new liberalized and deregulated environment of the nineties,

coca made it reentry in to the India through its 100% owned Subsidiary,

Hindustan coca-cola holding. However, cokes reentry was base upon

several commitment and stipulations, which major commitment was that

Hindustan coca- cola holding would divest 49% of it shareholding in

favor of resident shareholders by June 2002.

In India it has 37 companies owned bottling operation and the head

office of Coca cola Hindustan India is situated in New Delhi.

Recently in august 2000 Pepsi claimed to have increased its market

share for first 5 month of calendar year 2000, to 49% from earlier levels

of 47.3% while coke claim to have increased its share in the market to

57% in the same period from 55% in the corresponding period last year.

Coke figures are based on ORG’s data while that of Pepsi are based on

IMRD data.

ABOUT SUPERIOR DRINKS PVT. LTD.

“Superior Drinks Pvt. Ltd.” Is one of the bottling plants of Coca-

Cola Company, witch is situated in Maharashtra in MIDC HINGNA

NAGPUR-440028.

The plant established 1992 and launch of coca cola at superior

drink Pvt. Ltd. Nagpur inaugurated by Mr. R. P. Nicholas president &

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C.E.O. coca cola India on 10 April 1996. Turnover of the plant is 15

corers. No. of people work in the plant is 150 including the labors.

ABOUT COCA-COLA PRODUCT

When the body tired there is requirement

of refreshment and when is thirst, there is

requirement of water to satisfy the thirst coca-

cola is the name of that remedy which not only

provides the refreshment but also satisfies the

thirst.

Today coca-cola is an important part of each every occasion and

provides the freshness. Worldwide, coca-cola is well known as the best

soft drink in the field of beverages as the market leader it is satisfying the

demand and providing the services to the people. Their mission is to help

their retailer to enhance their profitability, with customer satisfaction set

as the company’s No. 1 priority to provide complete satisfaction.

The role of distribution is to act as a bridge

between the company and the retailer. It helps to

enhance the sales and promotion activities. Coke is

directly in touch with the market and a responsible for

the long term and strong relationship with its retailers.

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Retailer categorization is a process to classify the retailer on the

basis of some major parameters it also studies those factors, which are

related to effective retailer ships, retailer satisfaction like product

demand, product availability, services, customer’s preference, and

customer perception.

This report basically based on the data collected from different

kind of retailer who keeps the soft drink including restaurant, canteen,

bar, general stores, and grocery shop etc. of Nagpur & rural area.

The research was necessary to find out the satisfaction level of

exiting retailers. Another important reason was to find out needs of the

retailers, existing as well as prospective. It becomes very important for

the companies to adapt to change as soon as possible. This research could

help the company in understanding the retailers need.

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Coca-cola Beverage Company today :

Today the coca-cola company sells its product in nearly 200

countries and has been in a continuous

improvement mode. Within the country they

have established themselves as a benchmark

for customer services as also for the quantity

product. Share my dream said coca-cola to

the Indian customer in 1993, and coke lovers welcomed the world’s best

– know branch back with misty eyes. The younger lot just shrugged.

Coke entered the A & M top brands survey in 1994 of No. 31 with power

score of 29.9 a year after its reentry into India. Among soft drinks. Coke

was stronger than Pepsi among the older people (evidently nostalgia was

at work) while Pepsi obviously scored above coke with generation next.

By buying the national brands Thums up, Limca, and

gold spot from parle beverages. Coca-cola has also

acquired Cadbary Schweppes soft drink brands crush.

Canada dry and spot cola in early 1999 and now

recently in OTC’2000 it acquired right of these brands

from IFB agro limited.

Pepsi although stated a couple of year before Coca-cola in 1991

has lower market share today. It has bought over Mumbai based Dukes

range of soft drink brands.

Both the cola manufacturers come with own market share figure

and claim to have increased their share.

After undergoing a complete restructuring of its set up. Coca-cola

India (CCI) Ltd. is confident of marking profits two to four year down the

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line. The company has developed four core business strategies. First, a

think local approach, both in the term of manufacturing and distribution,

as well as marketing. Second focusing on non-alcoholic commercial

beverage opportunity. Third, ensuring cost and process efficiency in all

aspect of the business to maximize return on the infrastructure and fourth,

nurturing a people driven company. The company also worked on its

distribution strategy by increasing the outlet base. The focus will be on

increasing rural penetration, profitability, hub-and –spoke and own your

assets (OYA) concept coca-cola has adopted local customer specific

marketing strategy by promoting the coke brand in Delhi, Thumps up in

Mumbai and Andhra Pradesh, and Fanta in Tamil Nadu. The recent focus

on its Maaza brand has also seen its growth by almost 30%. It also plans

to introduce one or two of its international category product in India next

year. Coca-cola India has also launched Kinley drinking water. A 1 liter

bottle is proceed Rs. 12. water is being produce at Bidadi near Bangalore.

Coca-cola, which ran its international “Always Coca-cola” line in

India from 1993, had to best track. Recently Coca-cola’s Hindi line

‘thunder mat lab Coca-cola’ & recently ‘Sabaka Thand ek Coca-cola’ has

been ruling the airwaves, with Amir Khan epitomizing the brand.

Sr. No.

COMPANY HAS FOLLOWING DEPARTMENT

1. Administration

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2. Production

3. Store and Purchase

4. Sales

5. Maintenance

6. Quality Control

7. Empty Bottle shed

8. Logistic

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THE ORGANISATIONAL CHART OF SUPERIOR DRINKS

PVT. LTD.

M. D.

E. D.

Finance Plant Sales Manager Manager Manager

A/c Section Supervisor Area Sales Manager

Employee Employee Sales Executive

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Board of Directors

Board of Directors Company Post

Neville Isdell Chairman

Muhtar Kent President and Chief Executive Officer

Herbert A. Allen President and Chief Executive Officer

Ronald W. AllenAdvisory Director, Former Chairman of the Board, President, and Chief Executive

Cathleen P. Black President

Barry DillerChairman of the Board and Chief Executive Officer

Alexis M. Herman Chair and Chief Executive Officer

Donald R. Keough Nonexecutive Chairman of the Board

Maria Elena Lagomasino Chief Executive Officer

Donald F. McHenryDistinguished Professor in the Practice of Diplomacy and International Affairs

Sam Nunn Co-Chairman and Chief Executive Officer

James D. Robinson IIIGeneral partner RRE Ventures President JD Robinson, Inc.

Peter V. UeberrothInvestor and Chairman Contrarian Group, Inc. nonexecutive Co-Chairman Pebble Beach Company

Jacob Wallenberg Chairman of the Board

James B. WilliamsFormer Chairman of the Board and Chief Executive Officer

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COCA-COLA PRODUCT MIX

Coca-cola

Beverages

Coca Thums Fanta Sprite Maaza Limca Kinley Gold Kinley Cola Up Soda Soda Water

Coca-Cola: Comes under sweet flavor available in 300ml, 500ml, and

1.5lit & 2lit-quantities.

Thums up:

Comes under sweet flavor available in 300ml, 330ml, 500ml,

1.5Lit & 2lit-quantities.

Fanta :

Comes under orange flavor available in 300ml, 500ml, 1.5lit & 2lit- quantities.

Sprite :

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Comes under sweet flavor available in 300ml, 500ml, 1.5lit, &

2lit-quantities.

Maaza :

Comes under mango flavor available in 250ml in quantity.

Limca :

Comes under lemon flavor available in 300 ml, 500ml, 1.5lit, &

2lit-quantities.

Kindly Soda :

Comes under soda flavor available in 250ml.

Gold Soda:

Comes under soda flavor available in 250ml in quantities.

Kinley Water:

If is the only mineral water brand of company available

1lit quantities.

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DISTRIBUTION NETWORK

MANUFACTURER DISTRIBUTION RETAILER CONSUMER

2-Level Channel

‘Superior Drink Pvt. Ltd.’ Has 35 distribution and the area covered

Vidharbha, part Chhattisgarh and part of M.P.

There is on. Involvement of wholesalers in the distribution of

products. It is more like an agent network. The companies have divided

the country into various region established a franchisee in each region.

The franchisees have their own bottling plant and the manage all the day

to day operation. However, of late the soft drinks companies have started

setting up company owned bottling units have been acquiring some of its

franchisees bottles.

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Marketing Channel Function

Research: The gathering of information necessary for planning and

facilitating exchange.

Promotion: The development and dissemination of persuasive

communication about the offer.

Contact: The searching out communicating with prospective buyers.

Matching : The shaping and filing of the offer to the buyer’s

requirement. This includes the activities such as manufacturing, grading

assembling and packaging.

Negotiating : The attempt to reach final agreement on price and other of

the order, so that transfer of ownership is possession can be effected.

Physical Distribution: The transporting and strong of the good.

Financing : Acquisition and dispersal of found to cover the cost of

channel work.

Risk Taking : The assumption of risks in connection with carrying out

the channel work.

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FUNCTION PERFROMED BY DISTRIBUTION CHANNEL

They facilitate the sales process by being physically close to

customers.

They bridge the markets and users efficiently and economically.

Break the bulk and cater to the small size requirement of buyers.

Assemble and offer suitable assortment of product as required by

buyers.

Help sub Distribution

Transport

Handling

Accounting

Help stocks

Financing in the stocks

Risk bearing

Storage of products

Making available warehouse space

Provide salesmanship

Provide presale and after sale services.

Assist in merchandising

Assist in sales promotion

Aid the introduction of new product in market

Aid the mechanism between the firms at the ultimate point of sale

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Mission, Vision & Values

Our mission, vision and values outline who we are, what we seek

to achieve, and how we want to achieve it. They provide a clear direction

for our Company and help ensure that we are all working toward the

same goals.

Our Mission

Our mission declares our purpose as a company. It serves as the

standard against which we weigh our actions and decisions. It is the foundation of our

Manifesto.

To inspire moments of optimism through our brands and our actions.

To create value and make a difference everywhere we engage.

Our Vision

Our vision guides every aspect of our business by describing what

we need to accomplish in order to continue achieving sustainable growth.

People: Being a great place to work where people are inspired to be the

best they can be.

Portfolio: Bringing to the world a portfolio of quality beverage brands

that anticipate and satisfy people's desires and needs.

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Partners: Nurturing a winning network of customers and suppliers,

together we create mutual, enduring value.

Planet: Being a responsible citizen that makes a difference by helping

build and support sustainable communities.

Profit: Maximizing long-term return to shareowners while being mindful

of our overall responsibilities.

Our Values

Our values serve as a compass for our actions and describe how we

behave in the world.

Leadership: The courage to shape a better future

Collaboration: Leverage collective genius

Integrity: Be real

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

Passion: Committed in heart and mind

Diversity: As inclusive as our brands

Quality: What we do, we do well

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CHAPTER: - 3

RESEARCH METHODOLOGY

CHAPTER: - 3

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

MEANING OF RESEARCH : Research as a scientific and systematic

search for pertinent information on a specific topic. In fact, research is an

art of scientific investigation. It is an academic activity and as such the

term should be used in a technical sense. Research is, thus an original

contribution to the existing stock of knowledge making for its

advancement. It is a per suit of truth with the help of study, observation,

comparison and experiment. In short, the search for knowledge through

objective & systematic method of finding solution to a problem is

“research”.

DEFINITION

1. According to Advanced Learner’s Dictionary,” A research is a careful

investigation or inquiry especially through search for new facts in any

branch of knowledge”.

2. According to Clifford woody,” Research comprises defining and

redefining problems, formulating hypothesis or suggested solution;

collecting, organizing and evaluating data; making deductions and

reaching conclusions; and at last carefully testing the conclusions to

determine whether they fit the formulating hypothesis”.

OBJECTIVES

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The topic of the study is” The analytical study of soft drink market for

Coca-Cola India Ltd.”

So, the important objective is to known how effective is the distribution

channel of the company.

1. To study the distribution network of Coca-Cola Ltd. In Nagpur

market.

2. To find out the of market availability of Coca-Cola products in

Nagpur market.

3. To find out the market competition.

4. To find out the factors responsible to enhance the distribution of

product.

5. To study of soft drink market for Coca-Cola.

TYPES OF RESEARCH

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1. Descriptive vs. Analytical :

Descriptive research includes surveys and

fact-finding enquiries of different kinds. The main feature of this

method is that the researcher has no control over the variables; he can

only report what has happened or what is happening. For example :-

Survey method of all kinds, including comparative and correlation

method.

2. Applied vs. Fundamental :

Research can either be applied (or action)

research or fundamental (to basic or pure) research. Applied research

aims at finding a solution for an immediate problem facing a society or an

industrial/business organization. For example :- Research studies,

concerning human behavior carried on with a view to make

generalizations about human behavior.

3. Quantitative vs. Qualitative:

Quantitative research is based on the

measurement of quantity or amount. It is applicable to phenomena that

can be expressed in terms of quantity. Qualitative research, on the other

hand, is concerned with qualitative phenomenon.

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4. Conceptual vs. Empirical:

Conceptual research is that related to some

abstract idea(s) or theory. It is generally used by philosophers and

thinkers to develop new concepts. On the other hand, empirical research

relies on experience or observation alone. It is data-based research.

5. Some other Types of Research:-

1. One-time research or long term research

2. Field-setting research or laboratory research

3. Clinical or Diagnostic research

4. Historical research

5. Conclusion-oriented research.

QUALITIES OF GOOD RESEARCH

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One expect scientific research to satisfy the following criteria-

1. The purpose of the research should be clearly defined and common

concepts be used.

2. The research procedure used should be described in sufficient detail

to permit another researcher to repeat the research for further

advancement.

3. The procedural design of the research should be carefully planned to

yield results that are as objective as possible.

4. The researcher should report with complete frankness, flaws in

procedural design and estimate their effects upon the findings.

5. The analysis of the data should be sufficiently adequate.

6. Conclusions should be confined to those justified by the data of

research.

7. Greater confidence in research is warranted if the researcher is

experienced, has a good reputation in research and is a person of

integrity.

8. Organizations actively work to build strong favorable image in the

mind of their publics.

In other words, we can state the qualities of a good researcher as under-

a. Good Research is systematic.

b. Good Research is logical.

c. Good Research is empirical.

d. Good Research is replicable.

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HYPOTHESIS

1) The Coca-Cola is an oldest existing company in India, Coca-Cola

occupies highest market share in Nagpur.

2) Among all the categories of occupation, student, old person,

businessmen Coca-Cola has very good lead over its rivals.

LIMITATIONS

1)Geographical constraint:-

As this study is limited and will be conducted for the Nagpur region, the

conclusion will be based for the Nagpur region only.

2)Time constraint;-

There is limited period available for studying and finalizing the project.

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COLLECTION OF DATA

In the project “Analytical Study Of Retailers Categorization For

Superior Drinks Pvt. Ltd. (Coca-Cola)”, we have collected the vast

information from different sources. There are mainly two Sources of

collection of data.

The First Source of data collection is known as “Primary Data

Collection” And another source is known as “Secondary Data

Collection”.

By using both the sources we have collected all round covered data,

where the user can get the all type of information about the project.

Sources of Data Collection:-

1) Primary Data Collection

2) Secondary Data Collection

This is the mainly two types of data collection which are describe

systematically as under.

1) Primary Data Collection:-

By using this source I have collected unique type of information.

Hear I got main and very unique information to start this project.

To start this project I approach a very good personality who gave me

complete detail information about his company which is known as

“Superior Drinks Pvt. Ltd.”.

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2) Secondary Data Collection:-

To get more information on different aspects of the project, I have

surf on different web sites and also preferred some books.

The main preferred Books are:-

Marketing Management of Mr. Philip Kotler

Research for marketing Decision of Donald S. Tull

The main preferred Web sites are:-

1) www.Google.com

2) www.coca-colacompany-coca.com

3) www.indiainfoline.com

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CHAPTER: - 4

DATA ANALYSIS & INTERPRETATION

CHAPTER: - 4

DATA ANALYSIS & INTERPRETATION

ABOUT THE PROJECT

This chapter contain following topics.

1. Selection of project

2. Name of project

3. Objective of project

4. Scope of project

1) SELECTION OF PROJECT

Interest in the field of marketing and the opportunity to work with

M/s. Superior Drink Pvt. Ltd. (Coca-cola), distributors of the

multinational provoked me select this project.

2) NATURE OF PROJECT

The nature of the project is research based having an exploratory

approach, as its goal is to shed light on the real nature of the problem and

to the safest possible solution or new ideas. Here the research is

exploratory, as the company had undertaken survey of data collection to

know the problem faced by the company’s retailers. The data collected

was analyzed and the facts found have been reported.

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3) OBJECTIVE

The company’s mission must be turned into specific for each

level of management. A company always states a large number of

objectives. The objectives should therefore, be stated in hierarchical

fashion and should be quantities, realistic and consistent.

The objective of this project is:

To find out the level of satisfaction of retailer.

To find out the percentage of monopoly counter.

To find out the product availability in the market.

4) SCOPE OF PROJECT

Company has a very wide scope in the beverage market as the

company has a very long product line cater to need of various section of

the market. The company markets its product throughout India. The

company has divided the entire market on geographical line into 4 zones

(East, North, West and South) and zones into 11 regions.

Geographical Scope:

The company has a wide product line to serve the needs of the

market. The company has different priced product, which are available in

different quantities.

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The project was executed in 2 areas:

1. Urban Areas (Nagpur City)

2. Rural Areas (Nagpur district. Bhandara & Tumsar talukass)

Area covered in Nagpur :

Buldi, Ramdaspeth, Gokulpeth, Dharampeth, Dhantoli, Ram

Nagar, Ravi Nagar, Bharat Nagar, Shankar Nagar.

Rural area covered :

Kamptee, Koradi, Kalmeshwar.

Organizational Scope :

Organizations actively work to build strong favorable image in the

mind of their publics. The organization can have many missions in front

of them too carry out like increasing sales, product innovation, and brand

awareness. Here the organizational scope lies in strengthening the

distribution and retailer network as the distributor and the retailers are the

pillars on which the success of a company depends.

Function Scope:The areas taken for study to cover the distribution network and the

retailer observation from the fictional group. These retailers deal in Coca-

cola and other soft drinks.

Project carried out in three stages.1. In plant training

2. Visit along with product vehicles to observe interaction between

salesman & retailers.

3. Survey.

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I Retailers Satisfaction with

A) Delivery Service

Above graph shows the retailer satisfaction with service of Urban

and Rural areas in which 78.40% of retailers were satisfaction with

services offered. Whereas in Rural area 73.33% expressed satisfaction

with the services.

Whereas 4.54% and 8.33% of retailers in urban & Rural area

respectively said that they had average opinion about services. In both

Urban & Rural areas 17.04% and 18.30% respectively expressed

dissatisfaction with the services only because they didn’t get services due

to irregularity of delivery vehicles. Overall it can be seen that retailer

satisfaction level with delivery services is similar for both Urban & Rural

Areas.

1. Brands available of Soft Drink.

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Brands %

Pepsi 21%

Coca-Cola 39%

Thums-Up 22%

Mazza 18%

Pepsi

21%

Coca-Cola

39%

Thumps-Up

22%

Mazza

18%

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2. Do you have any scheme from Coca-Cola distributors?

Choice %

Yes 51%

No 49%

Yes

51%

No

49%Yes

No

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3. Who buys the maximum no’s Coca-Cola consumed?

Category %

Youth 40%

Children 20%

Familiars 17%

Others 23%

Youth40%

Children20%

Familiers17%

Others23%

Youth

Children

Familiers

Others

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4. Any special reason for used this Brand?

Choices %

Taste 32%

Price 17%

Brand Name 31%

Other 20%

Taste32%

Price17%

Brand Name31%

Others20%

Taste

Price

Brand Name

Others

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SUMMARY OF FINDING

1. In Nagpur city delivery of product is not regular especially in those

areas which are in interior or which are away from the main road.

2. Mostly the retailer does not have proper information about the

promotion schemes.

3. Retailers expect at least one visit of sales executive in a month.

4. Retailer wants replacement of half filled bottles, which are rejected

by the customer and are loss for him.

5. Retailers expect quick response of their complaints.

6. Some retailers stopped keeping coke product because of

replacement and service problem.

7. In the month of June there was a shortage of 2 lit., 1 lit., and 500ml

which adversely affected the retailer’s turnover.

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Retailer’s Perception

Retailers stated that the consumers are loyal to the segment of

the soft drink i.e. Coca, Orange or Orange or Lemon. But as far

the loyalty for the brands in each segment is concerned, it is not

very significant.

43% of the retailers surveyed total that in soft drinks advertising

is the key component in driving sales. While 32% stated

promotional schemes and 20% brand loyalty as the reason.

As consumers are not very brand loyal where the purpose of

soft drinks is concerned, the retailer’s push becomes a critical

issue. They usually sell the product in which they get the

maximum margins.

While destructor get margin of Rs. 8-9 per create (1 crater=24

Bottles) at 3-4% of MRP. Retailers are given a margin of 10-12% of

MRP. The retailers are not happy with this, as the cost of refrigeration

is very high for soft drinks: to over come this problem the companies

are offering visit-coolers to their main retailers.

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Consumer Habits and Practices

Soft drink comes under the category of products purchased in

impulse. Though the market the market is married by brand loyalty

the purchase decision itself is a low involvement decision. This

attitude of impulse buying is slowly changing to occasion-led buying

also to some extent to consumption through home refrigeration

particularly in Urban areas.

The market is slowly moving from non-alcoholic carbonated

drinks to fruit based drinks and also to plain bottle to lower

price and ready availability.

Consumer’s purchases soft drink primarily to quench thirst.

Therefore people traveling and not having access to hygienic

water reach out for soft drink. This accounts for a large part of

the sales.

Brand awareness plays a crucial role in purchase decisions.

Consumers prefer convenient and economy products.

In present situation RAMDEVBABA affects consumer’s habits.

Remove pesticide from contents of soft drinks.

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Availability in chilled form affects the purchases decision. This is

made both companies to push its sales and to increase its retail

distribution by offering visit cooler to retailers.

While there is no aversion to consumption of soft drink by any

age group, the main consumers of this market are people in the

age group of 30 years and bellows.

Product differentiation is very low, as all the products taste the

same. But brand loyalty is high in the case of kids and the

people in age of 20-30 years.

Consumers are sensitive to the outlay where the purchase of

beverages is concerned. Hence the market is price sensitive.

Due to the high cost of soft drinks, a lit of times consumers

prefer beverage like tea, Coffee or other drinks like sherbet and

squashes.

While 75% of the PET bottle consumption is in Urban areas the

glass bottle sales are higher in Rural areas.

According to NCAER survey 91% of the total consumption of

soft drinks in the country is done by lower, lower middle and

upper middle class people.

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DISTRIBUION NETWORK IN RURAL AREA

1. In rural area mostly the distributor have their own business, like

restaurant or canteen so they concentrate more on their business

rather than distribution.

2. In some outlet the refrigerator is not working because of

mechanical problem and so the sales are affected.

3. Some rural area bar and restaurant are monopoly country of

competitor because of regular schemes and distribution of gift.

4. Some retailer stopped keeping the coke product because of poor

service.

5. Full coverage of the target market has not been achieved.

6. Some distributor does not provide the credit facility.

7. Some retailers are not satisfied with response their complaints of

the product.

8. There is a communication gap in between gap in between the sales

executives and retailers.

9. In rural areas most of the retailers don’t know the name of the sales

executives and sales manager.

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10. In rural area retailer expect at least one visit sales executives in

months.

11. In some areas is requirement of advertisement and sales

promotion.

12.There are complaints of retailer that they never get the proper

information about the promotional schemes so that they can’t take

benefit to schemes.

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FINDING OF IN-PLANT TRAINING

The researcher observed the manufacturing process and other

aspects at the distributor’s plant located at MIDC, Hingana.The

observations are described as bellow.

Manufacturing process

Diagram

Conc. Base Syrup +Sugar Solution + CO2

Bottle Filter Sugar Solution + Water + CO2 + beverage (Syrup)

PARAMIX

Crown Capping Time Date & Batch No. Level of Beverage

PRINTING

CHECKING

Packaging

A discursion was also carried out with the sales representative of the

company where the advantage of franchising was discussed. The

information obtained is a reported.

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Advantages and Limitation of Franchising Network

Advantages are-

Reduced investment in manufacturing equipments:

If a company sources its product from franchisees, it does not require

setting up its own manufacture plant for purpose. The company thus

benefits from reduce investments in manufacturing, inventories of raw

material and other functions required for the manufacturing of the

components.

Savings on management time :

As the components are out sourced, the company stands to gain by

saving on the management time and cost. The role of the company gets

restricted to establishing the system and in quality control at the franchise

locations. Over period of time the system implemented stabilize and

hence the involvement of the company remains on at strategic decision

level.

Regular supply of Component:

With the development of strong relations with the franchisees, the

manufacture can be assured of a regular supply of components as per the

manufacture’s specification.

Reduced interfacing and dealing with labor :

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The labor and union employees involved in the manufacturing are the

responsibility of the franchisee. This beneficial as it reduces the

management time and involvement in solving their issues.

Limitations are :

Large Volumes :

To set up an ancillary base, the company is required to produce large

volume as the franchisee may not to be interested in making large

investment in the manufacturing facilities if the volumes required to be

produced are low. Especially the existing franchisees will not take the

risk of typing up with new players.

Financial support :

In India, most vendor are small in size and do not have capital to

invest in theses equipments, which requires the manufacture to give them

the financial support, this problem becomes intense when the

manufacture has an existing franchisee base and wanted to increase the

capacity.

Quantity :

In some case, due to cost considerations, the manufactures are

forced to compromise on quality.

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50

CHAPTER: - 5

CONCLUSIONS & SUGGESTIONS

CHAPTER: - 5

CONCLUSIONS & SUGGESTIONS

CONCLUSIONS

Conclusions :

1) After going a detail study of the organization following

conclusion were noticed.

2) They were a wide experience. The products which company

produce has a long product line & suitable for all class of people. The

quality of the product is excellent with more covering capacity.

3) The delivery network is ineffective; also company spends less of

its sales revenue on sales promotion.

4) High market share covered by company & has a very good

reputation.

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Suggestions

1. Costumers from rural areas are looking for low priced product

hence rural market can be captured by designing low priced

products.

2. Brand awareness can be increase & rural market can be captured

with the help of sales promotion activities.

3. In rural areas company can expand its market by appointing new

distributors because few exiting of distributors are not taking full

efforts.

4. Company should use small delivery vehicle to reach each & every

outlet.

5. Frequency of salesman to the retailers should be increase seasonal

variation in demand.

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53

CHAPTER: - 6

RECOMMENDATION

CHAPTER: - 6

RECOMMENDATION

RECOMMENDATION

After going though research it comes to know that company need

improvement in certain areas :

1. It was found during the research that there was low brand

awareness of some brand amongst the retailers especially in rural

areas. Therefore it is advisable for the company to create more

brand awareness among the retailers.

2. Means of transportation should be increase in rural areas as well as

in Urban area to deliver on time.

3. Company should keep watch on the service offered by it and for

the implementation regular follow up sales in charge in necessary.

4. It is possible to increase market share if efforts are made to know

the weakness, strength, opportunities and threats. Thus

accordingly strategies can be planned.

5. A strong distribution network should be development for the rural

markets.

6. In rural areas providing schemes can increase numbers of

monopoly counters.

7. Company should establish the permanent communication channel

with the retailers.

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8. Sales executive should give visit to new outlets too for prospecting,

because some retailers want to start keeping soft drink and want

know the related information.

9. Company should establish the ferment communication channel

with the retailers.

10. In rural area competitor is taking the benefit by providing credit

facility so company.

11. It is found that problem of half-filled bottles arises due to

improper handling of the crate to company should conduct a

training program for the sales personal and for the distributors.

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ANNEXURE

56

BIBLIOGRAPHY

Sr.

No.Name of the Book Authors

1. Marketing Management Philip Kotler

2. Research for marketing Decision

Paul E. Green

Donald S. Tull

Gerald Albaum

3. Marketing Research

Haper W. Boyd

Ralf Westfall

Stanley F. Stasch

Web Sites :

1) http///www.coca-colcompany-coca.com

2) www.indiainfoline.com

3) www.google.com

4) www.hinhuonnet.com

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QUESTIONNAIRE

Questionnaire for consumers:

Name of person :

Address :

1. Brands available of Soft Drink [Tick]

Pepsi [ ] Coca-cola [ ]

Thumps Up [ ] Mazza [ ]

2. Do you have any scheme from distributer?

Yes [ ] No [ ]

3. Satisfactory with Distribution Channel [Tick]

Yes [ ] No [ ]

4. Any special reason for used this Brand?

Taste Price. Brand Name Other

5. Who buys the maximum no’s Coca-Cola consumed?

Youth [ ] Children [ ]

Familiars [ ] Others [ ]

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