ANALYSIS OF OPPORTUNITIES FOR IMPROVING

BUSINESS IN CSD STORE

SUMMER TRAINING PROJECT REPORT SUBMITTED

TOWARDS PARTIAL FULFILLMENT

OF

PGDBM ( POST GRADUATION DIPLOMA IN BUSINESS

MANAGEMENT )

ACADEMIC SESSION 2007-09

SUBMITTED BY:

SAUMIL GUPTA

PGDBM – II YR.

ROLL NO- BM 07133

UNDER THE GUIDANCE OF:

EXTERNAL SUPERVISOR: INTERNAL SUPERVISOR

M r. Himanshu Shekhar Dr. Urvashi Makkar

Area Sales Manager Prof.& Chairperson Marketing

INSTITUTE OF MANAGEMENT STUDIES

C-238, Bulandshahar G.T. Road, Lal Quan, P.B. No. 57,

Ghaziabad-201009

1

2

TO WHOMSOEVER IT MAY CONCERN

This is to certify that Mr. Saumil Gupta student of PGDBM (2007-2009)

I.M.S Ghaziabad has done his live summer training project under my

guidance and supervision from 20th April2008 to 20th 2008.

He has completed the project titled” Analysis of Opportunities for

improving business in CSD stores ( Army Canteens ) ” towards the

partial fulfillment of PGDBM under my supervision.

During his project he was found to be very sincere and attentive to small

details whatsoever told to him.

I wish him luck and success in future.

Urvashi Makkar

Prof. & Chairperson Marketing

3

ACKNOWLEDGEMENTS

I am highly indebted to my project mentor Dr. Urvashi Makkar for her continuous

support, supervision motivation and guidance through out the tenure of my project in

spite of his hectic schedule who truly remained driving spirit in my project and his

experience gave me the light in handling research project and helped me in clarifying

the abstruse concepts, requiring knowledge and perception, handling critical situations

and in understanding the objective of my work.

I would also like to express my heartiest thanks to all the respondents who took time

for answering my questions.

Saumil Gupta

4

CONTENTS

CHAPTER 1:-

Acknowledgement ……………………………… 4

CHAPETR2:-

Executive Summary ……………………………… 8

CHAPTER3:-

Preface ……………………………… 9

CHAPTER4:-

Introduction ……...………………............ 10

CHAPTER5:-

Objective of the study …………………………….. 11

CHAPTER6:-

Company profile ……………………………... 12

CHAPTER7:-

Modus Operandi ……………………………... 26

Distribution Channel …………………………….. 27

Agency system …………………………….. 28

CHAPTER 8:-

Research Methodology ……………………………. 31

5

CHAPTER 9:-

Findings ……………………………. 50

Limitations ….......................................... 51

Recommendations .............................................. 51

Conclusion ............................................... 52

CHAPTER 10:-

Bibliography ................................................. 53

CHAPTER 11:-

Annexure

Questionnaire …………………………….. 54

6

TABLES AND FIGURES

Table 1 Various International brands of Coca cola CO. 16

Table 2 Indian product range 25

Figure 1 Race Course Canteen Layout 33-34

Figure 2 Camero Air Force Canteen Layout 36

Figure 3 Army Hospital Canteen Layout 38

Figure 4 Q Block Canteen Layout 40-41

Figure 5 Princess Park Canteen Layout 43

Figure 6 WAC Canteen Layout 46

Figure 7 Station Canteen Layout 48

7

EXECUTIVE SUMMARY

The objective of the project is to know, what are the opportunities to improve sales in the

army canteens ( CSD stores ), through this project company wanted to know as what are

the factors which are effecting the sales in these stores and what measures could be taken

to improve the sales. Coca Cola quality is a relentless commitment to continuous

improvement in product, process and the system to provide consistent quality products to

meet our costumer’s requirement worldwide.

In this report a supervisory survey was conducted in 10 of the major army canteens, to

search for the opportunities for improving the sales. Through this project company

wanted to know what was the sales pattern of the canteen and how are the goods

purchased and sold by them, they also wanted to know what kind of advertising is being

done by these canteens to promote sales. The report contains a detailed view of the tasks,

which have been undertaken to analyze the sales and advertising pattern of Coca Cola in

the army canteens ( CSD stores ). Various sets of questionnaire was been prepared to

know the preference of the consumers and the store managers, but the survey could not

be conducted as the company could not get permission for the same from the authority.

Therefore only a supervisory survey was conducted in these stores. This project reveals

one of the important findings like more and more displays of the window hiring and can

be asked from the army store managers as it has been rightly said that “Out of sight is out

of mind”.

8

PREFACE

The management as a discipline has attracted attention of the academician and

practitioner to a very great extent. It’s importance has been growing day by day because

the business concerns which has developed are very large and complex, with many

people working together.

A very essential part of the management education is job training. The aim of job

training is exposure of the management student in the field which is done to test the

classroom learning.

Now the customer plays an important role in determining the business fortunes. For every

company that is trying to deliver value through its products and services, understanding

the importance of the customers needs and wants at the starting point. Now customer

needs must be fulfilled quickly. Only those firms can survive which can offer customer

value for money and at an appropriate time.

Therefore, distribution management plays an important role in deciding business destiny.

The project titled “To improve sales in Army Canteens ( CSD Store)” is being done as a

basic requirement in the fulfillment of the summer training in PGDBM Course. The

Trainee was exposed to the multi facial dimension of marketing management and got an

opportunity to observe the day to day functioning at operative levels. To sum up, an

effort has been made to prepare a comprehensive report on the different aspects of my

training.

9

INTRODUCTION

I did survey on the topic “ Opportunities for improving business in CSD stores ( Army

Canteens ) . The reason for selecting this topic by the company because company wanted

to know how sales can be improved in the army canteens ( CSD stores ). The company

wanted to know what steps could be taken and how it should work to improve the sales,

the company wanted to know what are the major problems and complain faced by the

sales team.

Under this, the company wants to know what are the expectations of the army depot

where goods are first received from the company before being distributed to the canteens,

what do the canteen management expect from the company and also what is the

perception of the customers visiting these canteens for buying the product. Company also

wanted to know what advertising strategies could be followed to advertise there product

which could help them in increasing there product demand.

10

OBJECTIVE OF STUDY

- To study the channel management of Army Canteen ( CSD stores )., Delhi.

- To study the present demand of Coca Cola and its products in Army Canteen

( CSD Stores ).

- The study is also aimed at improving the sales of Coca Cola in Army Canteen

( CSD Stores ) .

- The research is also aimed at reviewing the attractiveness and effectiveness of

advertisement of Coca Cola in Army Canteen ( CSD Stores ).

11

COMPANY PROFILE

DOUGLAS N. DAFT

Chairman of the Board and Chief

Executive Officer

The Coca-Cola Company

Douglas N. Daft was elected chai

rman, Board of Directors, and chief executive officer of The Coca-Cola Company on

February 17, 2000. Mr. Daft is the 11th chairman of the Board in the history of the

Company.

Mr. Daft, 60, joined the Company in 1969 as planning officer in the Sydney, Australia

office. He held positions of increasing responsibilities throughout Asia and in 1982

was named vice president of Coca-Cola Far East Ltd.

In December 1988, Mr. Daft was named president of the North Pacific Division and

president of Coca-Cola (Japan) Co., Ltd. He moved to the Company's Atlanta

headquarters in 1991 to assume the responsibility of president of the Pacific Group

and in 1999 his responsibilities were expanded to include the Company's Africa

Group, and Schweppes Beverage Division, as well as the Middle and Far East Group.

Mr. Daft was elected president and chief operating officer of The Coca - Cola

Company in December 1999. He serves on the boards of Sun Trust Banks, the Boys

& Girls Clubs of America, Catalyst, the CERGE-EI Foundation(Center for Economic

Research and Graduate Education - Economics Institute) in the Czech Republic, the

Lauder Institute for Management and International Studies at the University of

Pennsylvania, the Prince of Wales International Business Leaders Forum, the

Grocery Manufacturers of America, the British - American Chamber of Commerce,

12

the G100, the Woodruff Arts Center, the Commerce Club, and the McGraw-Hill

Companies. Mr. Daft is a trustee of Emory University, the American Assembly and the

Center for Strategic & International Studies. He is also a member of The Trilateral

Commission, The Business Council, and The Business Round table. Mr. Daft received a

bachelor's degree in mathematics from the University of New England and a post-

graduate degree in administration from the University of New South Wales. He

holds an honorary doctorate in international law from Thunderbird, The American

Graduate School of International Management.

13

OUR PARTNERS

The Coca-Cola Company works with a wide variety of organizations to support

health, fitness and good nutrition. Visit these sites for more information about positions,

programs and activities.

The Coalition for a Healthy and Active America (CHAA) CHAA was formed

in 2003 by concerned organizations and national leaders to educate parents, children,

schools, and communities about the critical roles physical activity and nutrition education

play in reversing the alarming trends of childhood obesity. As a non-profit national

grassroots coalition, CHAA is a vigorous advocate for developing healthy and active

lifestyles for America's youth.

CHAA is committed to working with schools to rededicate time for physical

fitness; giving parents the freedom to help their children make their own nutritional

choices; building school-business model relationships that benefit our families by

supporting healthy and active lifestyles; and finding solutions to childhood obesity that

are both responsible and realistic

American Council for Fitness and Nutrition The American Council for Fitness

and Nutrition (ACFN) is a group of food, beverage and consumer products companies,

not-for-profit organizations and trade associations working together to improve the health

of all Americans, particularly youth, by encouraging a healthy balance between fitness

and nutrition. The cornerstone of all ACFN initiatives is the idea that lasting solutions to

the nation's obesity problem must be based on sound science and behavioural research.

Such policies are likely to help parents and their children develop eating and exercise

habits that lead to a healthier life.

The Grocery Manufacturers of America (GMA) represents the food, beverage and

consumer products industry on key issues that affect the ability of brand manufacturers to

market their products profitably and deliver superior value to the consumer.

14

International Food Information Council (IFIC) Foundation The IFIC

Foundation is a public education foundation disseminating sound, science-based

information on food safety, nutrition and health.

International Life Sciences Institute Founded in 1978, the International Life

Sciences Institute (ILSI) is a non-profit, worldwide foundation that seeks to improve the

well-being of the general public through the pursuit of balanced science. Its goal is to

further the understanding of scientific issues relating to nutrition, food safety, toxicology,

risk assessment, and the environment by bringing together scientists from academia,

government, and industry.

Kidnetic.com

Kidnetic.com is a fun, interactive Web site that emphasizes healthy living achieved

through a balance of physical activity and responsible eating habits. The Web site gives

young people and their parents the tools and ideas to help change habits and plant the

seeds for healthier families tomorrow. Kidnetic.com is a program of the International

Food Information Council (IFIC) Foundation.

National Association for Sport and Physical Education association for Sport and

Physical Education seeks to enhance knowledge and professional practice in sport and

physical activity through scientific study and dissemination of research-based and

experiential knowledge to members and the public.

National Soft Drink Association The National Soft Drink Association (NSDA) is the

trade association for America's soft drink industry, serving the pub.

15

VARIOUS INTERNATIONAL BRANDS OF COCA-COLA

COMPANY

AA&W * Ades Alive AlmdudlerAmbasa American Andifrut Andina NectarAqua Aquactive Aquana AquariusAqvaris Arwa Aybal

BBacardi Mixers Barq's Beat BelteBeverly Bibo Bimbo Bimbo BreakBistrone Bjare BlackFire Bom Bit MaesilBonaqua/Qa BPM Bright And Early BurnBuzz

C

Caffeine free

Coca-Cola

caffeine free

Coke light/diet

Coke

Cal King Calypso

Canada Dry * Canning's Cappy CapriceCarvers Chafresco Chaho CharruaCheers Cherry Coke Chinotto Chinotto LightChippewa Chivalry Ciel CitraCoke II Coca-Cola Cocoteen Cresta *Cristal Crush * Crystal Cumberland Gap

DDannon * Dasani Water Delaware Punch DESCA

16

diet A&W * diet Almdudler

Diet Andina

Nectar/Andina

Nectarlt

diet Barq's

diet Canada Dry * diet Charrua diet Cherry CokedietCoke/Coca-

Cola lightDiet Coke/Coca-

Cola light with

lemon

diet Crush * diet Dr Pepper * diet Fanta

diet Inca Kola diet Kia Ora * diet Krest diet Lift

diet Liltdiet Mello

Yello

diet Minute Maid

Soft Drinkdiet Mr Pibb

diet Nestea Cool

diet

Nestea/Nestea

Light

diet Oasis *diet Schweppes

*

diet Sprite/Sprite

Lightdiet Squirt * diet Tai

diet Vanilla

CokeDisney Hundred

Acre Wood

Disney Extreme

CoolersDorna Dr Pepper *

Drim

E

Eight O’clockEight O’clock

Fountain

Eight O’clock

Litro PackEmblem

Eva Evian *

FFanta Finley Fioravanti Five AliveFontana Fraser & Neave Freezits FrescaFrescolita Freskyta Frestea FriscoFrugos Fruit Labo Fruit Tree Fruitia

17

Fruitopia Fruitopia Tea Fruktime FrutinaFrutonic Funchum

GGeorgia Georgia Club Georgia Gold Gini *Gira Gold Spot Grand Blue GrapetteGuarana Jesus

HH2OK Hanul Yeon Cha Hawai Hi Spot *Hi-C Hit Horizon HuangIIce Cold Mix Ice Dew Ice Mountain Inca KolaItu Izvorul Alb JJaz Cola Jet Tonic Jinmeile Jolly JuiceJoy Jurassic Well

K

Kapo Axion KapoKapo Super

PowerKia Ora *

Kilimanjaro Kin Kin Light KinleyKMX Kochakaden Koumi Soukai KrestKuat Kuat Light Kuli L back to top Leafs Lift Lilt LimcaLimonade Linnuse Love Body M back to top Maaza Mad River Magnolia Magnolia FunchumMagnolia Zip Manzana Mia Marocha Master ChillMaster Pour Mazoe Meijin MelloMello Yello Mer Mezzo MiamiMickey

Mouse

Migoro-

NomigoroMilo Minaqua

Minute Maid Minute Maid Minute Maid Mireille

18

Juice To Go Soft DrinkMr Pibb NNagomi Nalu Namthip Water NatuaNectarin Nescafe Nestea Nestea Cool

Nestle Nevada New VegitabetaNihon Alps Mori No

MizudayoriNordic Mist Northern Neck Nusta OOasis * Odwalla OK Old Colony *PPaani Parle Pepe Rico PilskalnaPlanet Java Play Pocket Dr Poiana Negri

Poms PonkanaPonkana Litro

PackPop

Portello POWERadePOWERade

LightPrivate Label

Pulp Pump QQoo Quatro RRamblin' Root

BeerReal Gold Red Flash Red Lion

Refresh Tea Rimzim Rio Ripe N ReadyRisco Riwa Roses * Royal TruSSamantha Samurai Santiba SantolinSarsi Saryusaisai Schweppes * Seagrams *Seasons Seiryusabo Seltz SensationSensun Senzao Shock SimbaSimply Apple Simply Orange Slap SmartSokenbicha Solo * Sonfil Soonsoo

Sparkle SparlettaSparletta Iron

BrewSplash

Sport * Sports Plus Sprite Spur *

19

Squirt *Stoney Ginger

BeerSun Valley Sunfill

Sunkist * Supa Superkools SurgeTTab Tab Clear Tab X-Tra Tahitian Treat *

Tai Tasters Choice TavernTea World

CollectionThums Up Tian Yu Di Tiky * TopToppur Tropical Tuborg TurkuazTutti * UUrge VVanilla Coke Vegitabeta VICA VitaVital Vital O Vitingo WWannabe Water Salad Wink * Winnie the PoohYYangguang Youki Yumi ZZip * In Select Markets Table: 1

20

21

HISTORY OF COLA

The cola industry has phenomenal possibilities for rocketing profit growth inspite of the

sign of relief heaved by the manufacture at the abrupt sensational termination of coca

cola monopoly the tastes of cola is by no means extinguished the coca. Cola have a status

symbol to it..., generated by the sub standard, penetrated, advertising and extensive

distribution network.

Total soft drink segment is growing at the rate of 10% per year still if international

standard area considered the per capita consumption of three serving in rock bottom, less

than even our neighbors Pakistan and Bangladesh, where it is four more as much. So with

kind of a market potential coke entered in India in 1991 after the permissions of setting

up Britico Food company to coke was granted by the government in Pune in 1992 the

plant was established for is deducted then the bottle are taken out of the line and cleaned

again or rejected.

The most important step is the mixing of drink concentrate dissolved in the soft water the

sugar syrup at the same time. Carbon dioxide is passed in the drink to produce a fizz.

After the crowing of the bottle the crown contains the manufacturing data batch number

and Time.

After crowing the bottle, the bottle comes again at checking screen for checking the

bottle.

22

INDIAN PRODUCT RANGE

Flavour Ingredients Pack Product Company

Cola Cola Flavour

carbonated water

sugar

200Ml.

300Ml.

500Ml.

1 Litre

1.5 Litre

2 Litre

Coke,

Thumsup

Pepsi

Coca-Coal

Pepsi

Orange Orange Flavour +

Carbonated

Water+ Sugar

200Ml.

300Ml.

500Ml.

1 Litre

1.5 Litre

2 Litre

Fanta

Mirinda

Coca-Cola

Pepsi

Fruit Juice Mango Pulp+

Treated water+

sugar

250 ML Maaza

Slice

Coca-Cola

Pepsi

Cloudy

Lemon

Lemon Flavour +

Carbonated

Water+ Sugar

200Ml.

300Ml.

500Ml.

1 Litre

1.5 Litre

2 Litre

Limca

Mirinda Lemon

Coca-Cola

Pepsi

23

Clear

Lemon

Lemon Flavour+

Carbonated Water

+ Sugar

200Ml.

300Ml.

500Ml.

1 Litre

1.5 Litre

2 Litre

Sprite

7’Up

Dew

Coca-Cola

Pepsi

Table: 2

MODUS OPERANDI

The multinational soft drink companies carry their business by licensing bottles around

the country or more technically franchising the bottlers and supplying them with the

syrup and also the training needed to produce, distribute and sale the product.

Also, above all the most valuable asset, the trade mark. Also Coca–Cola’s main revenue

is from the sale of concentrate to its bottlers. In India the sole right to manufacture

concentrate rests with its 100% subsidiary, Coca-Cola Beverages near Pune.

A unit of concentrate makes 410 cases for (24 bottle each) and according to an estimate

generates income of Rs. 20/- per case for the parent company. Bottlers maintains their

production line to coke, standard of 600 bottles per minutes. Today the Two

Multinational i.e. Coke and Pepsi operates in two ways :-

- COBO: (Company owned bottling operation).

- FOBO: (Franchisee owned bottling operation).

24

DISTRIBUTION NETWORK:

DEPOT SYSTEM :

COMPANY

DEPOT

ARMY CANTEEN ( CSD STORES )

CONSUMERS

25

AGENCY SYSTEM

Under this system company appoint agency (Sankalp), who then look after the demand

and supply of their region or city for which the agents are appointed. The goods are

supplied to the depot by the agency through company trucks, as the uantity of the orders

are in bulk, which are further distributed either through the trucks of the company if

present orders are available or through army supply wagons and and when orders are

placed.

The agency’s sales team (Sales Executive and Sales officer) monitor the activities of

distributor and also make the communication necessary between the canteens and

company.

Agency agents Company Canteen Consumers

26

WAREHOUSE MANAGEMENT :

- Depot / Godown is the hub of all sales and distribution operations.

- Main functions include storing, receiving and shipping.

- Three Principles of effective management i.e. service, utilization and material

handling.

- For receiving and shipping and proper check in and check out policy must be in

place.

- Develop a daily stock checking system.

HANDLING BOTTLES :

- Distributor has to inspect the stock room regularly and remove breakage

immediately.

- Bottles cases must be stored in double rows with enough space between rows for

easy inspection.

PLANNED CALL :

- See whether the salesman follows the steps.

- Check out side advertising.

- Greet the dealer effectively.

- Merchandise soft drink

- To keep a check as if the product is available to the customers.

27

SERVICE STANDARD:

- According to the trainee it must be checked out that how many outlets have run

out of stock.

- Is there excess inventory in the store.

- Is the servicing in excess of the market requirement.

- Is the servicing below desired frequency.

- Are there any complaints in the stock, with reference to shortages and breakages.

TRADE SCHEME OFFER :

- Are the canteens ( CSD stores ) being allowed the trade scheme designed by the

company for them.

- Are the trade schemes effective and have they achieved the purpose of the offer.

28

RESEARCH METHODOLOGY

TYPE OF RESEARCH

In this project Observative Research is used.

DATA SOURCES

Information has been gathered through

Primary sources: The data was collected by observation method, the

process consists of visiting the canteens, it was observed how customers responded and

how were they treated in the stores and what were the areas which were effecting the

purchase of the customers.

Secondary Sources: The secondary data was collected by questioning

informal questions from the sales team form the agency and some times from the

cashiers.

QUESTIONAIRE DESIGN

For research purpose questionnaire has been designed with closed-ended questions.

Some questions have been designed using ordinal scale. The questionnaire was not been

used, as it was not permitted by the army.

LOCALE

The locale of the study is Delhi.

SAMPLE SIZE

The size of the sample is around 7, as instructed by the company. The reason for sample

size being 10, was the company wanted to collect data and conduct survey on the top 5

canteens in the Delhi region, rest two canteens were surveyed, due to availability of

resources.

ANALYSIS

The analysis was done through the layouts, as survey could not be done due the

restrictions from the from the Army. Hence layouts were made for the analysis, which are

given below.

29

30

31

32

RACE COURSE CANTEEN

There is no advertising for the product, hence product presence is

felt only when product is visible.

The positioning of the product is in the last shelf near the billing

counter, where when the costumer reaches is already done with the

purchasing.

There is no efforts made by the sales man or the helper of the

canteen to motivate customers to purchase the product.

Stock are not maintained on the shelves, during the end of the

month, when the purchasing maximum resulting in loss of sales.

33

34

CAMERO AIR FORCE BASE

The product is placed on the opposite side of the shelf, of the

entrance, which does not makes a customer motivated for

purchase, hence the product should be placed at such a shelf or

rack, which is visible to the costumer as he/ she enters the canteen

primes.

Banners and holdings should be placed in the canteen to advertise

the product, showing the presence of the product.

Product should not be kept in the cartons for sale, as it makes

costumers feel, the product is not available for the sale, which most

of the times result in loss of sales.

35

36

ARMY HOSPITAL CANTEEN

The display boards are not available at any part of the canteen,

therefore it is difficult for the customers to make purchases of our

product.

At the entry only a small rack is been provided for our product

which creates a perception in the customers mind that only a small

amount of stock is available and if finished, canteen is out of stock

for Coca cola.

Coca cola instead of being provided a specific shelf, it should be

placed at different shelves may be small numbers to advertise and

motivate the customer for purchasing it.

37

38

39

40

Q BLOCK CANTEEN

The product should be placed at the entrance, that is, as the

customer enters the canteen, he / she has a direct view of the

product.

The product should be advertised, by placing holdings on the

shelves, as it helps customers in locating the product and it also

makes the customer feel the presence of the product and the

company.

Number of shelves should also be increased for the product as it

helps the customer to identify the product.

41

42

PRINCESS PARK CANTEEN

As the canteen is a small one the product could be displayed in a

manner that it attracts the attention of the customer , forcing him /

her to purchase the product.

Few holdings should be provided in the canteen or a small logo or

name of the brand should be displayed on the baskets and trolleys,

which would greatly help in advertising the product.

Some shelves from the company should also be provided to the

canteens which would in advertising the product.

43

44

45

WAC CANTEEN

The product should be provided with a place near the entry, so that

once the customer enters the canteen has a direct encounter with

the product.

Some small displays could also be placed at the billing counter,

which would be advertising for the product.

46

47

STATION CANTEEN

As the canteen is the biggest in the region, number of customers

visiting is the highest in it, therefore more advertising strategies

could be performed to improve the sales.

The product could be advertised by placing holdings at the

different shelves and also by putting logos on the trolleys and

baskets which are used for purchasing.

The sales men or the helper in the canteen from the company

could be asked to wear Coca cola shirts and accessories, which

would help in promoting the product.

48

FINDINGS

The study was done to find ways of improving business in CSD

stores (Army Canteens), it was found that there was very limited

advertisement in the stores due to which it was difficult for the

customer to get to the product, many costumers had to ask about

the availability of the product, which explains that the availability

of the product was not clear to the customers, advertising of

product could be done in different ways by making a proper

communication with the store manager, the store manager could be

motivated for advertising of the product.

The shelves provided for the product are mainly the last one or

near the billing counter, customers while reaching them are

usually done with the purchase and have an impression of buying

the product, may be next time.

The sales man or the person at the store from the company does

not motives the customer to purchase the product which also

greatly effectives the sales, the stocks are not maintained on the

shelves at the end of the month when there is maximum purchase

from the army officials, which again greatly effects the sales, as

during the number of customers in stores are more and they look

for products which are easily available.

The canteens should be provided with holdings and banners to

advertise more, as no such advertising facilities are available in the

stores.

The product most of the times is kept in cartons for sale which

barely attracts the attention of the customers, resulting in loss of

sales, but if the shelves are provided to the product are usually

small which could hardly carry a good number of stock which

again creates a bad image of the product in the stores as customers

of these stores believe, the less is a product displayed in the store,

49

more is the efforts of the store administration to avoid the

customers to purchase the product.

LIMITATIONS

1. The sample size is very less, hence the responses of just 100 respondents does not

imply for the complete population.

2. There was lack of time and resources that prevented from carrying out an in depth

study.

3. The findings of the survey are based on the subjective to the observation and hence

there could be some errors in the observation.

4. Advertising the product in CSD stores are not easy, as it requires many formalities to

be fulfilled and there are many other formalities need to be fulfilled.

RECOMMENDATIONS

1. The product could be advertised, by placing holdings and banners in the canteens.

50

2. The sales man or the helper could be asked to advertise the product and motivate

the customers for purchase.

3. The product could be advertised by placing small logos on the trolleys and

baskets used by the customers for purchase.

4. the product could be placed at shelves at the entrance for the stores, which help

the customer to locate the product.

5. The product is mainly kept in cartons in the stores, these cartons can be replaced

with cheaper transparent packing material which would help in advertising the

product, as the bottles would be visible to the customers, which is not possible in

the cartons.

CONCLUSION

During the course of the project I realized Coca cola is a popular brand

and have a brand image among the consumers.

From the analysis I discovered Coca cola has reputation between

customers and is one of the most popular brand and many people has a

brand loyalty towards Coca cola, which many a times is effected due

to unavailability of the products. Through this project we could make

51

out visibility greatly effects the sales and improving advertisements

could greatly improve the sales.

The best way to improve the sales and demand is by introducing new

ideas and providing better schemes to the customers, by coming up

with innovative ideas of innovation for promoting the product.

In today’s scenario customer is king, as they have alternatives with

them, one can retain customers by providing them with better and easy

availability of the product.

From the project it was felt that there is a cut throat completion in the

market, and to win the race we need to provide customers with better

advertisements and doing extra ordinary things for them.

BIBLIOGRAPHY

TEXT BOOKS:

o Kotler Philip, “Marketing Management”,Pearson Education.

o Beri G.C, “Marketing Research” , Third Edition.

o Cooper Donald R. & Shindler Pamela S , “Business Research Methods”

Tata McGraw-Hill Edition Eighth.

o Schiffman Leon G. & Kaunk Leslie Lazar, “Consumer Behaviour” Pearson

Education, Eighth Edition.

JOURNALS:

• Journal of IMS Group “Retail revolution in India: Issues and

Challenges:Volume 4 No.2 July –December 2007.

WEBSITES:

52

• http://www.agencyfaqs.com/perl/news/index.html?sid=1918

• http://www.tribuneindia.com/2001/20010206/main8.htm

• http://india.mapsofindia.com/travel/treasure-house.html

• : http://www.naaree.com/mamblog-section/psychology/shopping-

addiction-2007020622.html

SEARCH ENGINE : www.google.co.in

ANNEXURE

Questionnaire

NAME-……………………………………………

Q-1 Do you take cold-drinks?

a. YES

b. NO

Q-2 Which flavors do you prefers?

a. Cola

b. Orange

53

c. Lemon

d. Plain soda

e. Fruit drink

Q-3 When would you like to have a soft drink?

a. Lunch dinner

b. Any time

c. For time pass

d. Celebration

e. Occasionally

f. Do not take

Q-4 Which factor influences you while choosing a cold-drink?

a. Packing

b. Flavour

c. Taste

d. Any other (specify) ……..

Q-5 Do you think that advertisement of the particular brand influences you to buy?

a. Yes

b. No

c. Some time.

54

Q-6 Which is your preferred packing?

a. 200 ml

b. 300 ml

c. 500 ml

d. 1 ltr.

e. 1.5 ltr.

f. 2 ltr.

g. Fountain

h. Can

Q-7 How many times you have soft drinks in a week?

a. 1-2 times

b. 2-3 times

c. 3-4 times

d. 4-5 times

e. >5 times

Q-8 By which media you come to know about this?

a. T.V ads

b. Print media

c. Retailers

d. Hoarding

e. Any other media (specify)………

Q-9 Why do you prefer a particular brand of cold-drink?

………………………………………………………

……………………………………………………...

……………………………

55