Coke Peoject Report

7/30/2019 Coke Peoject Report

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A Project Report on

The impact of sales promotion for the business

Submitted for the Partial Fulfillment of

Master of Business Administration(MBA)

DR.M.C.SAXENA COLLEGE OF ENGNEERING

& TECHNOLOGY, LUCKNOW

Under The Guidance of:-

xxx

Submitted By:-

xxx


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DECLARATION

I xxx, Roll no. xxx, a student of MBA III semester, xxx hereby declares that I

have successfully completed my summer training project report on THE IMPACT OF

SALES PROMOTION FOR THE BUSINESS from ADVANCE SALES &

SERVICES PVT. LTD., LUCKNOW. I hereby declare that all the information

provided in this project report are true to the fullest of my knowledge and it bear no

resemblance to any other written material whatsoever.

In the event of any information provided in this report being found incorrect or

misleading, I shall be liable to any outcome at any at any given day.

Place: LUCKNOW

Date:


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ACKNOWLEDGEMENT

I would like to thank the almighty god for the blessing he has given to me to

complete this project work successfully. The objective of summer training is to

provide us with as opportunity to experience the aspect of management in an

organization. Who arranges and guides me in summer training. I would like to

express my heart full gratitude xxx), who helped me in sharpening my thinking by

cheerfully providing challenging comments and questions. Without the individuals

have provided, this project would have lost much of its refreshing realism.

Im also thankful to xxx & all employees of xxx who gave me sufficient co-

operation and guidance to me during my summer training. Their knowledge and

practical suggestions helped me to seek & understand the marketing scenario of

Coca-Cola.

Last but not the least I would like to thanks my parents for their blessings, which

they always showers upon me.

xxx

PREFACE


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Practical and Theory are the two aspects of Management education. The practical

training in the domain of management courses has received vital importance. It

exposes to the potential manager towards the actual work situation and gives a

student rich insight into what practically is going on inside the industries, infect it

is the implementation of theory into practices which is the life force ofmanagement.

45days practical training is an obligatory requirement for the M.B.A. It was of

great advantage to receive practical training in xxx At LUCKNOW office. The

management of the company offered an excellent learning situation. There have

been considerable changes in the technology, operation and structure of the

industry due to globalization, mergers, environmental issues and available fiber

sources, and new challenges being posed by the changing customer satisfaction

levels and multiple market requirements are forcing industry to adapt to newsolutions.

CONTENTS

TABLE OF CONTENTS


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Title page

Declaration

Acknowledgement

Preface

Part-1

INDUSTRY & COMPANY PROFILE

Founder Profile of Coca-Cola.

President Profile.

Industry Background

Company background

Organization Chart

Sponsorship and marketing.

Product Range.

Business Overview

Distribution Channel

RED

Sales and distribution

Competitors

Part- 2


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THE PROJECT PROFILE

Introduction of the topic.

Research Objective.

Research Methodology.

Research Design.

Method of Data Collection.

Sampling Plan

Data Analysis & Interpretation.

Findings SWOT Analysis.

PART- 3

Suggestions & Recommendations.

Conclusions.

Limitations.

Questionnaire.

Bibliography

Word of Thanks.


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PART-1

FOUNDER OF COCA-COLA


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Type :Soft Drink (Cola)

Area served :Over 200 countries

Color : Caramel E-150d

Employees:92,400 Servings per Day:1.6 Billion

Website :w w w.coca-cola.com

Coca-Cola, the product that has given the world its best-known taste was born inAtlanta, Georgia, on May 8, 1886. Coca-Cola Company is the worlds leadingmanufacturer, marketer and distributor of non-alcoholic beverage concentrates andsyrups, used to produce nearly 400 beverage brands. It sells beverage concentratesand syrups to bottling and canning operators, distributors, fountain retailers and

fountain wholesalers. The Companys beverage products comprises of bottled andcanned soft drinks as well as concentrates, syrups and not ready- to-drink powderproducts. In addition to this, it also produces and markets sports drinks, tea andcoffee. The Coca- Cola Company began building its global network in the 1920s.Now operating in more than 200 countries and producing nearly 400 brands, theCoca-Cola system has successfully applied a simple formula on a global scale:


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Provide a moment of refreshment for a small amount of money- a billion times aday.

The Coca-Cola Company and its network of bottlers comprise the mostsophisticated and pervasive production and distribution system in the world. More

than anything, that system is dedicated to people working long and hard to sell theproducts manufactured by the Company. This unique worldwide system has madeThe Coca-Cola Company the worlds premier soft-drink enterprise. From Bostonto Beijing, from Montreal to Moscow, Coca-Cola, more than any other consumerproduct, has brought pleasure to thirsty consumers around the globe. For more than115 years, Coca-Cola has created a special moment of pleasure for hundreds ofmillions of people every day.

The Company aims at increasing shareowner value over time. It accomplishes this by workingwith its business partners to deliver satisfaction and value to consumers through a worldwide

system of superior brands and services, thus increasing brand equity on a global basis. They aimat managing their business well with people who are strongly committed to the Company valuesand culture and providing an appropriately controlled environment, to meet business goals andobjectives. The associates of this Company jointly take responsibility to ensure compliance withthe framework of policies and protect the Companys assets and resources whilst limitingbusiness risks.

PRESIDENTS PROFILE:-


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Muhtar Kent is Chairman of the Board and Chief Executive Officer of The Coca-

Cola Company.

Mr. Kent joined The Coca-Cola Company in Atlanta in 1978 and has held a varietyof marketing and operations roles throughout his career. In 1985, he was appointed

General Manager of Coca-Cola Turkey and Central Asia. From 1989 to 1995, he

served as President of the Company's East Central Europe Division and Senior

Vice President of Coca-Cola International, with responsibility for 23 countries.

Between 1995 and 1998, Mr. Kent served as Managing Director of Coca-

Cola Amatil Limited - Europe, covering bottling operations in 12 countries. From

1999 until his return to The Coca-Cola Company in May 2005, he served as

President and CEO of the Efes Beverage Group, a large publicly held BeverageCompany which was also the majority shareholder of Coca-Cola Icecek, A.S.,

currently and the sixth largest bottler in the Coca-Cola system.

Mr. Kent was President and Chief Operating Officer of The Coca-Cola Company's

North Asia, Eurasia and Middle East Group from 2005 until early 2006, where he

was responsible for the operations across a broad and diverse geographic region

that included China, Japan and Russia. He served as President of Coca-

Cola International from February 2006, responsible for operations outside of North

America, until his appointment in December 2006 as President and ChiefOperating Officer of The Coca-Cola Company, overseeing all operations of the

business.

Mr. Kent became Chief Executive Officer of the Company on July 1, 2008, and

Chairman of the Board of Directors on April 23, 2009.


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Mr. Kent holds a Bachelor of Science degree in Economics from Hull University,

England, and a Master of Science degree in Administrative Sciences from CASS

business school at City University in London. He also holds an Honorary

Doctorate Law degree from Oglethorpe University in Atlanta and an

honorary doctorate degree in Economics from the University of Hull.

Mr. Kent is a fellow of the Foreign Policy Association, co-chair of The

Consumer Goods Forum, a member of the Business Roundtable, and a

member of the Special Olympics International Board of Directors. He is

also the Chairman of the U.S.-China Business Council and Chairman of the

U.S.-ASEAN Business Council

Indian History


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India is home to one of the most ancient cultures in the world dating back

over 5000 years. At the beginning of the twenty-first century, twenty-six

different languages were spoken across India, 30% of the population knew

English, and greater than 40% were illiterate. At this time, the nation was in

the midst of great transition and the dichotomy between the old India andthe new was stark. Remnants of the caste system existed alongside the

worlds top engineering schools and growing metropolises as the

historically agricultural economy shifted into the services sector. In the

process, India had created the worlds largest middle class, second only to

China. A British colony since 1769 when the East India Company gained

control of all European trade in the nation, India gained its independence in

1947 under Mahatma Gandhi and his principles of non violence and self-

reliance. In the decades that followed, self-reliance was taken to theextreme as many Indians believed that economic independence was

necessary to be truly independent. As a result, the economy was

increasingly regulated and many sectors were restricted to the public

sector. This movement reached its peak in 1977 when the Janta party

government came to power and Coca-Cola was thrown out of the country.

In 1991, the first generation of economic reforms was introduced and

liberalization began.

The Indian Beverage Market

Indias one billion people, growing middle class, and low per capita

consumption of soft drinks made it a highly contested prize in the global

CSD market in the early twenty-first century. Ten percent of the countrys


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population lived in urban areas or large cities and drank ten bottles of soda

per year while the vast remainder lived in rural areas, villages, and small

towns where annual per capita consumption was less than four bottles.

Coke and Pepsi dominated the market and together had a consolidated

market share above 95%. While soft drinks were once considered productsonly for the affluent, by 2003 91% of sales were made to the lower, middle

and upper middle classes. Soft drink sales in India grew 76% between

1998 and 2002, from 5,670 million bottles to over 10,000 million and were

expected to grow at least 10% per year through 2012. In spite of this

growth, annual per capita consumption was only 6 bottles versus 17 in

Pakistan, 73 in Thailand, 173 in the Philippines and 800 in the United

States.

With its large population and low consumption, the rural market

represented a significant opportunity for penetration and a critical

battleground for market dominance. In 2001, Coca-Cola recognized that to

compete with traditional refreshments including lemon water, green

coconut water, fruit juices, tea, and lassi, competitive pricing was essential.In response, Coke launched a smaller bottle priced at almost 50% of the

traditional package.

Marketing Cola in India


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The post-liberalization period in India saw the comeback of cola but Pepsi

had already beaten Coca-Cola to the punch, creatively entering the market

in the 1980s in advance of liberalization by way of a joint venture. As early

as 1985, Pepsi tried to gain entry into India and finally succeeded with the

Pepsi Foods Limited Project in 1988, as a JV of PepsiCo, Punjabgovernment-owned Punjab Agro Industrial Corporation (PAIC), and Voltas

India Limited. Pepsi was marketed and sold as Lehar Pepsi until 1991

when the use of foreign brands was allowed under the new economic

policy and Pepsi ultimately bought out its partners, becoming a fully-owned

subsidiary and ending the JV relationship in 1994.

While the joint venture was only marginally successful in its own right, it

allowed Pepsi to gain precious early experience with the Indian market and

also served as an introduction of the Pepsi brand to the Indian consumer

such that it was well-poised to reap the benefits when liberalization came.

Though Coke benefited from Pepsi creating demand and developing the

market, Pepsis head-start gave Coke a disadvantage in the mind of the

consumer. Pepsis appeal focused on youth and when Coke entered India

in 1993 and approached the market selling an American way of life, it failed

to resonate as expected.

2001 Marketing Strategy


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Coca-Cola CEO Douglas Daft set the direction for the next generation of

success for his global brand with a Think local, act local mantra.

Recognizing that a single global strategy or single global campaign

wouldnt work, locally relevant executions became an increasingly

important element of supporting Cokes global brand strategy.

In 2001, after almost a decade of lagging rival Pepsi in the region, Coke

India re-examined its approach in an attempt to gain leadership in the

Indian market and capitalize on significant growth potential, particularly in

rural markets. The foundation of the new strategy grounded brand

positioning and marketing communications in consumer insights,

acknowledging that urban versus rural India were two distinct markets on a

variety of important dimensions. The soft drink categorys role in peopleslives, the degree of differentiation between consumer segments and their

reasons for entering the category, and the degree to which brands in the

category projected different perceptions to consumers were among the

many important differences between how urban and rural consumers

approached the market for refreshment.

In rural markets, where both the soft drink category and individual brands

were undeveloped, the task was to broaden the brand positioning while in

urban markets, with higher category and brand development, the task wasto narrow the brand positioning, focusing on differentiation through offering

unique and compelling value. This lens, informed by consumer insights,

gave Coke direction on the

Tradeoff between focus and breadth a brand needed in a given market and

made clear that to succeed in either segment, unique marketing strategies

were required in urban versus rural India.


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History of Coke

The Early Days

Coca-Cola was created in 1886 by John Pemberton, a pharmacist inAtlanta, Georgia, who sold the syrup mixed with fountain water as a potion

for mental and physical disorders. The formula changed hands three more

times before Asa D. Candler added carbonation and by 2003, Coca-Cola

was the worlds largest manufacturer, marketer, and distributor of non-

alcoholic beverage concentrates and syrups, with more than 400 widely

recognized beverage brands in its portfolio.

First Version of Bottle been produced in 1906With the bubbles making the difference,

Coca-Cola was registered as a

trademark in 1887 and by 1895, was

being sold in every state and territory in

the United States. In 1899, it franchised

its bottling operations in the U.S.,

growing quickly to reach 370 franchisees

by 1910.10 Headquartered in Atlanta

with divisions and local operations in

over 200 countries worldwide, Coca-

Cola generated more than 70% of its income outside the United States by

2003.


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International expansion

Cokes first international bottling plants opened in 1906 in Canada, Cuba, andPanama. By the end of the 1920s Coca-Cola was bottled in twenty-seven countriesthroughout the world and available in fifty-one more. In spite of this reach, volumewas low, quality inconsistent, and effective advertising a challenge with language,culture, and government regulation all serving as barriers. Former CEO RobertWoodruffs insistence that Coca-Cola wouldnt suffer the stigma of being anintrusive American product, and instead would use local bottles, caps, machinery,trucks, and personnel contributed to Cokes challenges as well with a lack of

standard processes and training degrading quality. Coca-Cola continued workingfor over 80 years on Woodruffs goal: to make Coke available wherever andwhenever consumers wanted it, in arms reach of desire. The Second World Warproved to be the stimulus Coca-Cola needed to build effective capabilities aroundthe world and achieve dominant global market share. Woodruffs patrioticcommitment that every man in uniform gets a bottle of Coca -Cola for five cents,


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wherever he is and at whatever cost to our company was more than just greatpublic relations. As a result of Cokes status as a military supplier, Coca-Cola wasexempt from sugar rationing and also received government subsidies to buildbottling plants around the world to serve WWII troops.

Turn of the Century Growth ImperativeThe 1990s brought a slowdown in sales growth for the Carbonated SoftDrink (CSD) industry in the United States, achieving only 0.2% growth by2000 (just under 10 billion cases) in contrast to the 5-7% annual growthexperienced during the 1980s. While per capita consumption throughoutthe world was a fraction of the United States, major beverage companiesclearly had to look elsewhere for the growth their shareholders demanded.

The looming opportunity for twenty-first century was in the worldsdeveloping markets with their rapidly growing middle class populations.

The Worlds Most Powerful Brand

Interbreeds Global Brand Scorecard for 2003 ranked Coca-Cola the #1Brand in the World and estimated its brand value at $70.45 billion (SeeExhibit 4). The rankings methodology determined a brands valuation onthe basis of how much it was likely to earn in the future, distilling thepercentage of revenues that could be credited to the brand, and assessingthe brands strength to determine the risk of future earnings forecasts.Considerations included market leadership, stability, and global reach,

incorporating its ability to cross both geographical and culturalborders. From the beginning, Coke understood the importance of brandingand the creation of a distinct personality. Its catchy, well-liked slogans (Itsthe real thing (1942, 1969),

Things go better with Coke (1963), Coke is it (1982), Cant beat theFeeling (1987), and a 1992 return to Cant beat thereal thing) linked that


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personality to the core values of each generation and established Coke asthe authentic, relevant, and trusted refreshment of choice across thedecades and around the globe.

Coke in IndiaCoca-Cola was the leading soft drink brand in India until 1977 when it leftrather than reveals its formula to the government and reduces its equitystake as required under the Foreign Exchange Regulation Act (FERA)which governed the operations of foreign companies in India. After a 16-year absence, Coca-Cola returned to India in 1993, cementing its presencewith a deal that gave Coca-Cola ownership of the nation's top soft-drinkbrands and bottling network. Cokes acquisition of local popular Indian

brands including Thums Up (the most trusted brand in India), Limca,Maaza, Citra and Gold Spot provided not only physical manufacturing,bottling, and distribution assets but also strong consumer preference. Thiscombination of local and global brands enabled Coca-Cola to exploit thebenefits of global branding and global trends in tastes while also tappinginto traditional domestic markets. Leading Indian brands joined the


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Company's international family of brands, including Coca-Cola, diet Coke,Sprite and Fanta, plus the Schweppes product range. In 2000, thecompany launched the Kinley water brand and in 2001, Shock energy drinkand the powdered concentrate Sunfill hit the market. From 1993 to 2003,Coca-Cola invested more than US$1 billion in India, making it one of thecountrys top international investors. By 2003, Coca-Cola India had won theprestigious Woodruf Cup from among 22 divisions of the Company basedon three broad parameters of volume, profitability, and quality. Coca-ColaIndia achieved 39% volume growth in 2002 while the industry grew 23%nationally and the Company reached breakeven profitability in the regionfor the first time. Encouraged by its 2002 performance, Coca-Cola Indiaannounced plans to double its capacity at an investment of $125 million(Rs.750crore) between September 2002 and March 2003. Coca-Cola Indiaproduced its beverages with 7,000 local employees at its twenty-seven

wholly owned bottling operations supplemented by seventeen franchisee-owned bottling operations and a network of twenty-nine contract-packers tomanufacture a range of products for the company. The completemanufacturing process had a documented quality control and assuranceprogram including over 400 tests performed throughout the process.

The complexity of the consumer soft drink market demanded a distributionprocess to support 700,000 retail outlets serviced by a fleet that includes 10ton trucks, open-bay three wheelers, and trademarked tricycles andpushcarts that were used to navigate the narrow alleyways of the cities. Inaddition to its own employees, Coke indirectly created employment foranother 125,000 Indians through its procurement, supply, and distributionnetworks.


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Brand Localization Strategy: The Two Indias

India A: Life ho to aisiIndia A, the designation Coca-Cola gave to the market segment including

metropolitan areas and large towns, represented 4% of the countrys

population. This segment sought social bonding as a need and responded

to inspirational messages, celebrating the benefits of their increasing social

and economic freedoms. Life ho to aisi, (life as it should be) was the

successful and relevant tagline found in Coca-Colas advertising to thisaudience.

India B: Thanda Matlab Coca-ColaCoca-Cola India believed that the first brand to offer communication

targeted to the smaller towns would own the rural market and went after

that objective with a comprehensive strategy. India B included small

towns and rural areas, comprising the other 96% of the nations population.

This segments primary need was out-of-home thirst-quenching and the

soft drink category was undifferentiated in the minds of rural consumers.

Additionally, with an average Coke costing Rs.10 and an average days

wages around Rs. 100, Coke was perceived as a luxury that few could

afford.


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In an effort to make the price point of Coke within reach of this high-

potential market, Coca- Cola launched the Accessibility Campaign,

introducing a new 200ml bottle, smaller than the traditional 300ml bottle

found in urban markets, and concurrently cutting the price in half, to Rs. 5.

This pricing strategy closed the gap between Coke and basic refreshments

like lemonade and tea, making soft drinks truly accessible for the first time.

At the same time, Coke invested in distribution infrastructure to effectively

serve a disbursed population and doubled the number of retail outlets in

rural areas from 80,000 in 2001 to 160,000 in 2003, increasing market

penetration from 13 to 25%.

Cokes advertising and promotion strategy pulled the marketing plan

together using local language and idiomatic expressions. Thanda,

meaning cool/cold is also generic for cold beverages and gave Thanda

Matlab Coca-Cola delicious multiple meanings. Literally translated to

Coke means refreshment, the phrase directly addressed both the primary

need of this segment for cold refreshment while at the same timepositioning Coke as a Thanda or generic cold beverage just like tea, lassi,

or lemonade. As a result of the Thanda campaign, Coca-Cola won

Advertiser of the Yearand Campaign of the Yearin 2003.

Rural SuccessComprising 74% of the country's population, 41% of its middle class, and

58% of its disposable income, the rural market was an attractive target and

it delivered results. Coke experienced 37% growth in 2003 in this segment

versus the 24% growth seen in urban areas. Driven by the launch of the


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new Rs. 5 product, per capita consumption doubled between 2001-2003.

This market accounted for 80% of Indias new Coke drinkers, 30% of 2002

volume, and was expected to account for 50% of the companys sales in

2003.

Corporate Social ResponsibilityAs one of the largest and most global companies in the world, Coca-Cola

took seriously its ability and responsibility to positively affect the

communities in which it operated. The companys mission statement, called

the Coca-Cola Promise, stated: The Coca-Cola Company exists to benefit

and refresh everyone who is touched by our business. The Company has

made efforts towards good citizenship in the areas of community, by

improving the quality of life in the communities in which they operate, and

the environment, by addressing water, climate change and waste

management initiatives. Their activities also included The Coca-Cola Africa

Foundation created to combat the spread of HIV/AIDS through partnershipwith governments, UNAIDS, and other NGOs, and The Coca-Cola

Foundation, focused on higher education as a vehicle to build strong

communities and enhance individual opportunity.

Coca-Colas footprint in India was significant as well. The Company

employed 7000 citizens and believed that for every direct job, 30-40 more

were created in the supply chain. Like its parent, Coke Indias Corporate

Social Responsibility (CSR) initiatives were both community and

environment-focused. Priorities included education, where primary

education projects had been set up to benefit children in slums and


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villages, water conservation, where the Company supported community-

based rainwater harvesting projects to restore water levels and promote

conservation education, and health, where Coke India partnered with

NGOs and governments to provide medical access to poor people through

regular health camps. In addition to outreach efforts, the company

committed itself to environmental responsibility through its own business

operations in India including.

Environmental due diligence before acquiring land or starting projects

Environmental impact assessment before commencing operations

Ground water and environmental surveys before selecting sites.

Compliance with all regulatory environmental requirements

Ban on purchasing CFC-containing refrigeration equipment

Waste water treatment facilities with trained personnel at all

company-owned bottling operations.

50% water savings in last seven years of operations

Product Quality:

Throughout all of companys operations in India, stringent quality

monitoring takes place covering both the source water we use as well as

our finished product. All of the water used for beverage manufacturing


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conforms to drinking water standards, making it safe and ensuring that it

meets the highest international standards, including BIS and EU standards

for drinking water.

Company also tests for traces of pesticide in groundwater to the level of

parts per billion. This is equivalent to one drop in a billion drops.

The Company takes great pride in the fact that company takes every

precaution to ensure that its products are world-class and safe for all

consumers.


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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 samegoals.

Everything we do is inspired by our enduring Mission:-

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

To Inspire Moments of Optimism through our brands and our actions.

To Create Value and Make a Difference...everywhere we engage.To achieve

sustainable growth, we have established a Vision with clear goals:-


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People: Being a great place to

work where people are inspired to be the

best they can be.

Planet: Being a responsible global citizen that makes a difference.

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

anticipate and satisfy peoples' desires and needs.

Partners: Nurturing a winning network of partners and building mutual

loyalty.

Profit: Maximizing return to shareowners while being mindful of our overall

responsibilities.

We are guided by shared Values that we will live by as a company and as

individuals:-

Leadership:

The courage to shape a better future.

Passion:Committed in heart and mind.

Integrity:

Be real

Accountability:


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If it is to be, it's up to me.

Collaboration:

Leverage collective genius

Innovation:

Seek, imagine, create, and delight

Quality:

What we do, we do well

ORGANIZATION STRUCTURE OF COCA-COLA

Chief Executive Officer

Vice President Supply Chain

Chief Finance Officer

Human Resource Director

Vice President BSG

Regional Vice President (North)


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ORGANIZATION STRUCTURE IN COCA-COLA, INIDA

Region VicePresident

AGM/AODUnit 1

AGM/AODUnit 2

AGM/AODUnit 3

AGM/AODUnit4

Region Finance

Region Human Resource

Region Customer Service

Region External Affairs

Region Cold Drink

Region Legal

Region BSG


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FIGURE: ORGANIZATION STRUCTURE IN COCA-COLA, INDIA

ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT

AGM/AOD

PlantManager

Route toMarket

HumanResourceManager

FinanceManager

GeneralSales

Manager

Area SalesManager

ChannelManager

AreaCapabilityManager

SalesExecutive

SalesTrainers

MarketDeveloper

Marketing

KeyAccounts


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FIGURE: ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT

SPONSORSHIP AND MARKETING

The Marketing Mix is the name placed on the '4Ps' of marketing: Product, Place,

Price, and Promotion. It is this fourth element, Promotion, which is focused by

Coca Cola. This involves communicating the benefits of a product to increase sales

and ultimately profits. There are four main methods of promoting the benefits of a

brand.

Advertising

Personal Selling

Public Relations & Sponsorship (PR)

Sales Promotion

The combination of these four methods constitutes the Promotion Mix. Public

Relations is about communicating with the media to create good publicity for a

firm or its products. The media then communicate these activities to the public.

Public Relations one of the marketing department's functions is to manage public


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relations and maintain a positive and beneficial image of the firm's policies and

products. The aims of the Public Relations Manager liaising with the marketing

function are to:

Make the public aware of the existence of the firm and maintain the good name

And image of 'Coca-Cola' by issuing press releases, organizing news

conferences and informing the public about the firm's activity.

Maintain goodwill amongst the public for the company. Goodwill is the

likelihood that the existing customer will return and can be equated with brand

loyalty. Brand loyalty occurs when customers repeat-purchase a particular

branded product on a regular basis. 'Coca-Cola' has a high level of brand loyalty.

When you want a drink do you automatically pick up a bottle of 'Coca-Cola

.BRAND VALUE IN INTERNATIONAL EVENTS

Coca-Cola's powerfulBrand Personality has become a vehicle for promotion in its

own right, sponsoring many events both on a global and local level. The company

has long been associated with global events such as The Olympic Games, The

FIFA World Cup, Rugby World Cup and Special Olympics. Coke has also been

linked to world fairs and national exhibitions since 1905.

With the Olympics blossoming in popularity and complexity, increased attention

has been turned to serving the growing crowds and to supplying the needs of the


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athletes and organizing committees. In many countries where Olympic associations

lack full government sponsorship local bottlers of 'Coca-Cola' donate funds to aid

potential Olympians as the partnership of 'Coca-Cola' and the Olympics continues

to grow.

'Coca-Cola' was the official sponsor of the Olympics 2000 Games held in Sydney

maintaining an unbroken presence at the games since 1928. The company has

already contracted to sponsor both the summer and Winter Games through to 2008.

'Coca-Cola' was the official global sponsor of the Special Olympics held in Ireland

in 2003 (this was the first time the games had been hosted outside the US). As the

Olympic Movement's longest-standing corporate partner, 'Coca-Cola' has aided the

evolution of games together with more than 190 National Olympic Committees

assisting thousands of athletes in the entertaining.

BUSINESS OVERVIEW


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Coca Cola, the worlds most famous brand completing 121st year of its

existence on 8th May this year. Today the Company is an unquestionable leader in

the world business of non alcoholic beverages. CocaCola is the worlds largest

selling soft drink & arguably the most successful product ever marked in the

history of commerce. More than one billion serving 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 CocaCola Beverages Pvt. Ltd. is

the fully owned subsidiary of the Coca Cola India which runs a number of

bottling plants all over India.

The wasted generated during the manufacturing process are mainly waste water &

non hazardous solid waste in saleable and non saleable category. Saleable

waste includes broken glass, plastics, papers, gunny bags, metal scrap & 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.

Manufacturing Process:


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The 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:

The company at follows a batch treatment process for water treatment which

includes Coagulation & flocculation. The method ensures disinfection and setting

of all macro impurities and thereafter it is passed to sand, carbon filters to remove

off odor, off color, off taste & 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 up to the extent of 1 micron before it is fed to the process.

This extensive treatment of water under strict monitoring & sampling for quality

leads to pure hygienic water with the highest quality meeting the Coca Cola

standards.

Syrup Preparation:

CocaCola uses the highest quality of sugar which is controlled & ensured by its

stringent prepaid 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


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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.

In the ready syrup tank the predefined quantity of Concentrate is mixed to the

simple syrup in very strict hygienic conditions to yield final syrup.

Container Washing:

Container washing has been identified as one of the major critical control point in

the entire manufacturing process & thats the reason that company has laid some of

the very stringent & foolproof systems which ensures CocaCola product to be of

the highest quality & 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

posses into the bottle washing machine which uses intensive mechanical &

chemical processes to clean and disinfect the bottles thoroughly and ensure that 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


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chip necked bottles & suspected bottles from the lot. Thus the bottles are subjected

to series of stringent inspections before it is fed to the filler for filling

specifications. It is carried out by an Italian MachineMOJONNIER.

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 & 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 & Filler rooms.

Entire waste water generated is treated at Waste Water Treatment Plant and


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discharged through an 800 meters long pipeline specially laid to discharge 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, CO2, 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, Salesman and Vehicles:


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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 good. Obviously, they have a

good expertise in water treatment & purification processes. Extensive in house

training programs are conducted to maintain the competency of the manpower in

respective areas.

Critical Success Factors As Perceived By The Organization:

Critical success factors that the company has identified are Product quality,

availability, affordability, and freshness of the product. In the words of Mr. Dough

Daft, The Coca Cola Company exists to benefit and refresh everyone who is

touched by our business.

The Company believes that good environmental performance & 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 & leadership in the market place.

The Eco policy clearly states that We will conduct our business in ways that protect,

preserve & enhance the environment.

In the words of Chairman of the CocaCola Company ..


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Implementation of Coca Cola Environment Management System, Eko system,

throughout our organization will help us to protect & grow our business through

continued environmental leadership. The management system should the part of the

annual business planning process of all groups, divisions & 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.

DISTRIBUTION CHANNEL IN LUCKNOW

At present, the Colas products are produced in the plant and its transferred to

various distributor throughout the according to demand and company target.


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HINDUSTAN COCA COLA BEVERAGES LTD.

Distributor Distributor C&F

Whole Seller Whole Seller Whole Seller

Retailers Retailers Retailers Retailers

CONSUMERS

ADVANCE SALES & SERVICES PVT. LTD., LUCKNOW

Segmented Market:

Geographical Segmentation Region Wise.


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Target Market:

Lucknow market according to the situation of CocaCola Plant.

BRAND IN INDIAN MARKET


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PROUCT PROFILE


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Coca-Cola serves in India some of the most recalled brands

across the worlds, which include names such as Coca-Cola, Diet

Coke, Sprite, Fanta, along with the Schweppes product range.

The acquisition of Thums Up brought some of the leading national

soft drinks like Thums Up, Limca, Maaza, Citra and Gold Spot

under its umbrella. To add to this, Kinley mineral water was

launched in the year 2000.

Thums up:-


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It is a leading carbonated soft drink and most trusted brand in India it wasintroduced in 1977, thumps up was acquired by the coca cola company in

1993. It 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.

Coca-Cola:-

Glass PET Can Fountain

200 ml, 300 ml, 500

ml, 1000 ml

500 ml, 1.5 L,

2 L, 2.25 L,

500 ml + 100 ml

330 ml Various Sizes


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Coca-Cola is the most popular and biggest-selling soft drink in history, as

well as the best-known product in the world. Coca-Cola was introduced in

1886, patented in 1887, registered as a trademark in 1893 and by 1895 it

was being sold in every state and territory in the United States. Today, you

can find Coca-Cola in virtually every part of the world.

Sprite:-

GLASS PET CAN FOUNTAIN

200 ml, 300 ml

600 ml, 1.5 L,

2 L, 2.25 L, 330 ml Various Sizes


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Introduced in 1961, Sprite is the world's leading lemon-lime flavored soft

drink. Sprite is sold in more than 190 countries and ranks as the No. 4 soft

drink worldwide, with a strong appeal to young people. Millions of people

enjoy Sprite because of its crisp, clean taste that really quenches your

thirst. But Sprite also has an honest, straightforward attitude that sets it

apart from other soft drinks. Sprite encourages you to be true to who youare and to obey your thirst.


200 ml, 300 ml, 500 ml,

1000 ml

500 ml, 1.5 L,

2 L, 2.25 L,

500 ml + 100 ml



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Limca:-

LIMCA'S FRESHNESS IS LIKE NOOTHER- 'LIME N LEMONI'

This thirst-quenching beverage features a fresh, light lemon-lime taste and fun-loving attitude. It's a home-grown, national treasure in India, where it was acquiredby The Coca-Cola Company in 1993. Limca continues to build a loyal followingamong young adults who love the lighthearted way it complements the bestmoments of their lives.Lime 'n' lemoni Limca can cast a tangy refreshing spell onanyone, anywhere. Derived from 'Nimbu' + 'jaisa' hence Lime Sa, Limca has livedup to its promise of refreshment and has been the original thirst choice of millionsof consumers for over 3 decade.


200 ml, 300 ml, 330 ml300 ml, 1 L,

2 L, 2.25 L,330 ml, 330 ml Various Sizes


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Fanta:-

Available in Europe since the 1940s, Fanta was introduced in the United

States in 1960. Consumers around the world, particularly teens, fondly

associate Fanta with happiness and special times with friends and family.

This positive imagery is driven by the brand's fun, playful personality, which

goes hand in hand with its bright color, bold fruit taste and tingly

carbonation.


200 ml, 300 ml,

500 ml, 1.5 L,

2 L, 2.25 L,

500 ml + 100

ml



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MAAZA :-

Maaza was launched in 1976, 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 drinks

industry. Over the years, Maaza has become synonymous with mango.

The drink became a hit with successful advertisement 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.

With the real fruit taste kids love, plus added calcium, Maaza's tagline,

"Yaari-Dosti Taaza Maaza," means "friendship moments With fresh Maaza

in Hindi.


200 ml, 300 ml,

500 ml, 1.5 L,

2 L, 2.25 L,

500 ml + 100

ml



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Minute Maid Pulpy Orange:-

Minute Maid has been making orange juice for over 50 years and has a

heritage of innovation, quality and nutrition. Minute Maid has the longest

history of marketing orange juice with calcium, and was the first to

nationally launch orange juice with calcium plus vitamin D, low acid orange

juice, orange juice with vitamins C and E plus Zinc, and orange juice with

naturally sourced plant sterols.

Minute maid pulpy orange juice has been a comparatively new entry in a

market already exploding with beverages, fruit juices, aerated drinks etc.

The juice has got a little orange pulp to chew on while gulping mouthfuls of

juice. The best feature in this is that it is very refreshing (as fresh orange

juice usually is) without being an aerated drink (containing. Also it is not

bitter like many other leading orange juices available in the market. It has

got the right amount of sweetness to not leave a sickly sweet taste on your

tongue.


-------------------------------------------

400ml

1L

l.25L

-------------------- ---------------------------


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MINUTE MAID NIMBU FRESH:-

Ricardo Fort, vice president of marketing for Coca-Cola, said: We at Coca-Cola India are constantly trying to find new ways to delight and refresh ourconsumers. It gives me immense pleasure to announce the launch ofMinute Maid Nimbu Fresh, a refreshing lemon juice-based drink developedespecially for Indian consumers. The roll out of the latest innovation hasbeen designed to further extend the company's market leadership in the

juice drink segment. Coca-Cola in India has launched a new product,Minute Maid Nimbu Fresh, a lemon juice-based drink. The new addition tothe Minute Maid brand is being launched in a phased manner and will beinitially made available to consumers through selective channels andoutlets. The company said that new Minute Maid Nimbu Fresh does notcontain any added preservative or added color.

Glass PET Tetra Pack Fountain

200 ml

400ml

1L 200 ml ---------------------------


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Minute Maid100% Juice

Coca-Cola India Launched The Globally Successful Minute Maid 100%

Juice In The Country. Launch further strengthens its diversified product

portfolio and will provide more choice to consumers.

The Minute Maid 100% juice is a refreshing beverage with no added

preservatives or added colors. The latest offering is made available in three

flavours- Apple, Grape and Orange developed at the Company's Research &

Development Laboratory in Gurgaon. The launch is supported by an


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aggressive consumer activation program including TVCs, Out-of-Home

media, road shows and extensive experiential sampling sessions. The

virtues of the product are best explained by the communication proposition

of -Life Ka Ras conceptualized and executed by Leo Burnett, New Delhi.

Minute Maid 100% juice has been made available in two pack sizes- 200

ml and 1 litre tetrapak, all affordably priced at Rs 20 and Rs 85

respectively.

Having established our juice credentials with the successful launch of

Minute Maid Pulpy Orange and Nimbu Fresh juice drinks along with Maaza,

we are now launching the premium Minute Maid 100% juice range in three

flavors. We expect and hope that our consumers will continue to prefer the

Minute Maid range of juices and juice drinks."

That's how 'Life Ka Ras' was born. We believe everybody should juice all

the moments that life has to offer and make it richer, happier and special.

And Minute Maid gives you the 'Ras' from the most delicious and choicest

fruits so that you can keep enjoying 'Life Ka Ras'."


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kinley Mineral Water:

Kinley is high quality bottled water processed with added minerals popular

among adults who seeks a better quality of life and a healthy lifestyle.

Kinely water understands the importance and value of this life giving force.

It 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.


------------------------------------- 1L ------------------- ------------------------


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Diet Coke:

Diet Coke (also known as Diet Coca-Cola, Coca-Cola light orCoke

Light) is asugar-freesoft drinkproduced and distributed byThe Coca-Cola

Company. It was first introduced in the United States on August 9, 1982, as

the first new brand since 1886 to use theCoca-Colatrademark. The

product quickly overtook the soft drinkTabin sales.

Diet Coke was sweetened withaspartameafter the sweetener became

available in the United States in 1983; to save money, this was originally ina blend withsaccharin. AfterDiet Ritecola advertised its 100 percent use

of aspartame, and the manufacturer ofNutraSweet(then ,G.D. Searle &

Company) warned that the NutraSweet trademark would not be made

available to a blend of sweeteners, Coca-Cola switched the formula to 100

percent NutraSweet. Diet Coke from fountain dispensers still contains

some saccharin to extend shelf life
http://en.wikipedia.org/wiki/Sugar-freehttp://en.wikipedia.org/wiki/Sugar-freehttp://en.wikipedia.org/wiki/Soft_drinkhttp://en.wikipedia.org/wiki/Soft_drinkhttp://en.wikipedia.org/wiki/Soft_drinkhttp://en.wikipedia.org/wiki/The_Coca-Cola_Companyhttp://en.wikipedia.org/wiki/The_Coca-Cola_Companyhttp://en.wikipedia.org/wiki/The_Coca-Cola_Companyhttp://en.wikipedia.org/wiki/The_Coca-Cola_Companyhttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Tab_(soft_drink)http://en.wikipedia.org/wiki/Tab_(soft_drink)http://en.wikipedia.org/wiki/Tab_(soft_drink)http://en.wikipedia.org/wiki/Aspartamehttp://en.wikipedia.org/wiki/Aspartamehttp://en.wikipedia.org/wiki/Aspartamehttp://en.wikipedia.org/wiki/Saccharinhttp://en.wikipedia.org/wiki/Saccharinhttp://en.wikipedia.org/wiki/Saccharinhttp://en.wikipedia.org/wiki/Diet_Ritehttp://en.wikipedia.org/wiki/Diet_Ritehttp://en.wikipedia.org/wiki/Diet_Ritehttp://en.wikipedia.org/wiki/NutraSweethttp://en.wikipedia.org/wiki/NutraSweethttp://en.wikipedia.org/wiki/NutraSweethttp://en.wikipedia.org/wiki/Searle_(company)http://en.wikipedia.org/wiki/Searle_(company)http://en.wikipedia.org/wiki/Searle_(company)http://en.wikipedia.org/wiki/Searle_(company)http://en.wikipedia.org/wiki/Searle_(company)http://en.wikipedia.org/wiki/Searle_(company)http://en.wikipedia.org/wiki/NutraSweethttp://en.wikipedia.org/wiki/Diet_Ritehttp://en.wikipedia.org/wiki/Saccharinhttp://en.wikipedia.org/wiki/Aspartamehttp://en.wikipedia.org/wiki/Tab_(soft_drink)http://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/The_Coca-Cola_Companyhttp://en.wikipedia.org/wiki/The_Coca-Cola_Companyhttp://en.wikipedia.org/wiki/Soft_drinkhttp://en.wikipedia.org/wiki/Sugar-free


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SALES & DISTRIBUTION:

Sales are the cutting edge of any business operations it is part of that company.However big and small that meets the firms customers from home the business is

derived. The people, who are engaged in this activity meet customers and get

information about the product or services which are been sold and provide

feedback to the firm.

American Market association has defined sales management as the blaming

direction and control of selling personal including recruiting, selecting, equipping,

assigning, routing supper visioning, paying and motivating as these tasks apply to

personnel sales force.

In the other word sales management is used by business to refer to the

direction or supervision of sales men.

.COMPETITORS

The competitors to the products of the company mainly lie in the non-alcoholic

beverage industry consisting of juices and soft drinks.

The key competitors in the industry are as follows:-

PepsiCo: The PepsiCo challenge, to keep up with archrival, the Coca-Cola

Company never ends for the World's # 2, carbonated soft-drink maker. The

company's soft drinks include Pepsi, Mountain Dew, and Slice. Cola is not

the company's only beverage; PepsiCo sells Tropicana orange juice brands,

Gatorade sports drink, and Aquafina water. PepsiCo also sells Dole juices

and Lipton ready-to-drink tea. PepsiCo and Coca-Cola hold together, amarket share of 95% out of which 60.8% is held by Coca-Cola and the rest

belongs to Pepsi.

Nestl: Nestle does not give that tough a competition to Coca-Cola as it

mainly deals with milk products, Baby foods and Chocolates. But the iced


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tea that is Nestea which has been introduced into the market by Nestle

provides a considerable amount of competition to the products of the

Company. Iced tea is one of the closest substitutes to the Colas as it is a

thirst quencher and it is healthier when compared to fizz drinks. The

flavored milk products also have become substitutes to the products of thecompany due to growing health awareness among people.

Dabur: Dabur in India, is one of the most trusted brands as it has been

operating ever since times and people have laid all their trust in the

Company and the products of the Company. Apart from food products,

Dabur has introduced into the market Real Juice which is packaged fresh

fruit juice. These products give a strong competition to Maaza and the latest

product Minute Maid Pulpy Orange.


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RIGHT EXECUTION DAILY

RED held every end of the month to check the availability of products,

purify the visi cooler & chest cooler, marketing elements etc.

In RED Company emphasizes on the setting up a cooler either into outlet or

outdoor.

Set up Menu Boards with Combo and setting up of Hanging Rack.

Setting up Warm Display which attracts the attention of customers.

Setting up the price cards or price stripes.

Available essential marketing elements with full of refrigerator inside and

crates outside for display, of CocaCola product, not other brand. It attracts

the customers.

There are different channels (Grocery, E&D, and Convenience) and VPO

(Diamond Gold, silver). Accordingly it arrange the brands, make there

availability.

It adds the points of Market developer (MD) and Market Developer

Executive (MDE).


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DISPLAY: Right Execution Daily


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1.Grocery Stores:

Outlets primarily engaged in retailing of food and various household items. It

includes Grocery (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.)

2.E

a

t

i

n

g & Drinking (E & D) Stores:

Outlets selling items to eat which are bring 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 Bakery / Mithai Stores / Restaurants / Bars / Juice Centers /

Soft Drinks Shops / Icecream Parlors Tea Shops etc.

Activated Grocery Outlet - Representation


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Activated E&D Outlet - Representation

3.Convenience Stores:

It 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.


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Activated Convenience Outlet - Representation


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Introduction to the Topic

EACH DEALER SURVRY

Each Dealer Survey means the information of all the outlets. It measures the every

outlets problem, requirements, and asks their satisfaction with the Company.

In this procedure we go to each shop and meet the shopkeeper. There are differentregion & different shopkeeper having unique nature. Some are satisfied with Coke

and some are not. Sometimes they talk in a rude manner and sometimes they are

polite due to satisfaction. We not only try to solve their problems by forwarding it

to higher authority but also convince them to sell more and more by providing

them immediate offer within one week.

Their problems would be refrigerators not performing well, light is not working,

cooling problem, carelessness of salesman who does not maintaining the orders,not going to every outlets daily.

MARKETING IMPACT TEAM

Marketing Impact Team (MIT) means a group of members who work together to

enhance the sale of the Coke product in a large number as well as it provides the

opportunity for the company to find the weak points of that particular area. We had

to go different places such as CHARBAGH, HAJRATGANJ, GOMTINAGAR,

INDIRA NAGAR, ALAMBAGH, AMINABAD, etc for introduce new product as

well as increase the sale with our ability & caliber.


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We made the planning, scheme, strategy to improve the sale. When a team goes

somewhere for MIT, the sale automatically improve because when if a person says

something about the product then there is chance that he may not fully convince

the customer. But if a team says something it affect the customer more.

Market Condition

Lucknow market is totally a Representative market. As it is heart of city,

everything is available quite easily for the consumers. This market is full of rest

houses, hotel and restaurants which provide standard as well as average facilities to

the customers. Servicemen and others visit here whole day and late night.

Although the area and market was small, but there was no single retailer orcustomer who fulfilling the RED criteria. There were only 22 RED shops but the

Fat Dealer was not been able to maintain his market. I saw that consumer is asking

for the cola beverage but due to unavailability of it, shopkeepers offered them

other drinks

The Problem

No proper supply in the market by fat dealer.

Customers (retailers) rarely got any offers from dealer side.

Visi-cooler was not working in many shops.

Purity is not maintained in almost all shops.


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What I Have Done

I maintained a warm relationship with the retailers and distributors.

came to get aware about their problem.

I assured them of regular supply of soft drinks and other marketing elements.

Each day I moved in the market and took the feedback of sales promotion from

the retailers and distributors by myself.

Persuade them to sell as much by providing them offers and discounts.

THE EFFECT

the market was completely changed.

Sale increased drastically.

All marketing elements were being available in every shop.

Impurities have been removed from all visi-cooler.


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RESEARCH OBJECTIVE

Primary Objective.

To understand the Brand Value of Coca Cola.

The primary objective of my research is to know the Marketing Strategy of

Coca Cola.

As there are number of colas Product available in the market.

The Company is facing a tough competition from not only Pepsi but also from

some of the other local soft drinks and juices.

Secondary Objective.

To understand the impact of Brand image in consumer mind.

To know the Impact of packaging and advertisement.

To identify the consumer buying behaviors and their brand Preferences.

To identify the segment of consumer according to different colas Brand.

To identify the impact of brand value.

To identify the role of brand value in increasing sales volume.The secondary objective of my research is associated with the impact of Brand

image in the mind of consumer and to understand that whether packaging and

advertisement stimulate the consumer to change their preferences.

RESEARCH METHODOLOGY

Research in common refers to a search of knowledge. One can also define

research as a scientific & systematic search for pertinent information of a specific

topic. It is the pursuit of truth with the help of study observation, comparison &

experiment.


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DEVELOPING RESARCH PLAN:

After deciding the objective of marketing research the next step is deciding

Research plan for gathering effective information related to this research project.

The research consists of following steps, which are discussed subsequently.

Research Design.

Exploratory Research/ Descriptive Research:-

The Research design which I have used in preparing this Project is of Exploratory

and Descriptive Research. The reason of being chosen these two Design because

my objective is to know the brand value of coca cola. For achieving the objective, I

must need the detailed study of consumers and Retailers opinion which can

penetrate the sale of coke, and at the same time I have to frame about different

perception of the Customer which is in his or her mind while purchasing different

drink.

METHOD OF DATA COLLECTION.

During project study I use both primary as well as secondary data source. For

primary data collection I visited various consumers and retailers of different areas

of LUCKNOW. For secondary data I went through Journals and Internet. The

information collected is relevant, correct and unbiased.


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Data Collection Devices.

QUESTIONNAIRES

I have collected the data through questionnaire. In, I questionnaire went through

different location of Lucknow and collected the data from distributors and the

retailers. I have taken data from different small stores, organized retail stores and

Mall.

Sampling Plan:

Probability Basis.

I have selected the sampling plan on Probability basis. I have chosen the sample of

distributors and retailers on random basis. I have chosen the sample on probability

basis because it gives us every unit of population a known and non zero probability

of being selected. And it implies equal probability to every unit in the population.

Methods of Data Interpretation:

In this market study I have used bar & pie chart for data analysis & interpretation

because pie chart is the easiest & comprehensive medium for presentation of data.


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DATA ANALYSIS

AND

INTERPRETATION


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DATA ANALYSIS

(BASED ON RETAILERS)

1.NUMBEROF RETAILERS GETTING THE INFORMATION ABOUT THE

PROMOTIONAL SCHEME FROM THE DIFFERENT SOURCES:

Salesman - 117

M.I.T - 8

Visitor - 18

Other Outlets - 7

TOTAL 150___

117

818

7

0

20

40

60

80

100

120

salesman M.I.T visitor other

outlets


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2. THE PUROSE OF JOINING THIS SCHEME BY THE RETAILERS IS :

Prize - 65

Money - 45

Display - 24Enrich relation with coke - 16

________________________________________

TOTAL - 150

As shown in the table 65 retailers had a opinion that they should get something

back from the coke with regarded to sales in terms of gift & reward. This provide

to be a motivating factor for them .another 45 were demanding for monetary profit

because it would help them in their business. Yet another 24 demanded display

facilities which helps them to increase their sales rest 16 had totally differentopinion i.e. outlets wanted only good relation with the company.

65

45

2416

0

10

20

30

40

50

60

70

prize money display enrich

relation

with

coke


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3.AFTER ANALYSNG THE MARKET THE MOST

DEMANDING ITEM AS A PRIZE BY THE DEALARS :

Cash - 52

Gifts - 73

Trips - 12

Prepaid connection - 7

Recharge coupons - 6

_____________________________

TOTAL - 150

0 20 40 60 80

Cash

Gifts

Trips

prepaidconn.


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4. MANY RETAILERS WILL SHOW THE DISPLAY OF COCA COLA

ON THEIR SHOP IS A :

Warm - 84

Cool - 66

_________________

TOTAL - 150

84

66

0

10

20

30

40

50

60

70

80

90

Warm Cool

5. ACCORDING TO RETAILERS THE DURATION OF THESE SORTS OF

SCHMES SHOULD BE:


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One Month - 25

Three Month - 68

Six Month - 47

One year - 10

_____________________TOTAL - 150

25 outlets suggested towards the one month scheme by which they got regular and

new scheme and more gift. 68 outlets were the favor of three months scheme as

they throught that 3 month schemes are much more profitable then one month

scheme. They can get more refunds from this scheme. They didnt for one year or

six month scheme because they were also having a view of getting new scheme

from time to time and same was the view of outlets who voted for six month & one

year scheme.

25

68

47

10

0

10

20

30

40

50

60

70

One Month Three Month Six Month One year


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6.THE DIFFERENT EXISTING COCA-COLA PARTICEPATED

BY THE DIFFERENT OUTLETS.

Cash discount scheme - 82Scratch card - 23

Rack points - 30

Run collection - 15

______________________________

TOTAL - 150

As show in the figure 82 outlets are prefer the cash discount scheme by coca-cola

by which they got investment to get increase their business . and 23 outlets are at

scratch card scheme side in which they got surprise gift and 30 of them suggest the

rack schemes in which they got gifts on display of racks and 15 is for run

collection the collects the point as runs and sum of the points got the gifts

.

82

2330

15

0

20

40

60

80

100

cash disc.. scratch card rack point

schemes

run

collection


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DATA INTREPRETATION

(BASED ON RETAILERS QUESTIONNAIRE)

1. Drink they are selling.

The above graph indicates that out of 100 samples of retailers, 34 are selling cold

drinks, whereas only 6 are selling juice and 60 retailers are selling all the

beverages.


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2. Maximum demand is for.

The above graph indicates that according to retailers, the demand of Coke is more

which is expressed by 52 retailers, 46 of them said that the demand of Pepsi is

more and the 2 said that other products have more demand like Dabur Real .


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3.Peak season for colas?

When talked to the retailers, 87 out of 100 have their view that summer is the peak

season for cold drink market, 9 said that winter is the good market and the rest 4said that other season is good for the sale of cold drinks.


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4.What attracts customer while buying the Colas?

packaging27%

pricing

36%

taste

23%

display

14%packaging

pricing

taste

display

The above graph indicates that pricing attract more, it has been stated by 36

retailers out of 100, according to 27 retailers its the packaging which attracts the

customer more, 23 said that taste attracts the customer, and 14 have their view that

its display which attracts the customer more.


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5.More margin is given by?

coke

28%

pepsi

67%

others

5%

The graph indicates that almost 67 retailers have said that Pepsi gives them more

margin as compared to Coke, whereas 28 have clearly said that Coke are giving

them more margin then Pepsi, while the rest of 5 said that other drinks company

gives them more margin.


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6. Frequent buyers?

According to 67 retailers, their frequent buyers are Adults whereas 21 said that

children come frequently to their shop, and the remaining 12 said that mix group ofcustomers comes over their shop.


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7.Which pack has more selling?

Referring to the graph, the sale of 250-300 ml bottle is more (according to 61

retailers), 23 retailers have view that 600 ml pack has more sale. 7 retailers said

that 1.25 litre has more sale, and rest 9 said that its 2 litre bottle whose sale is

more.


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8.Good distributor?

The above graph indicates that out of 200 . 150 retailers have their opinion that

Pepsi has the good distribution network, whereas 41 retailers have their view thatCoke is having a good distribution network, and remaining 9 said that other

companies like Dabur and Parle agro have good distribution channel.


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9.Have you all type of cold drink brands?

YES NO

YES, 60

NO, , 40

0

10

20

30

40

50

60

70

YES

NO

CONLUSION- 60% of retailers had all the cold drinks while rest of retailers has

not.


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FINDINGS ON THE BASIS OF RETAILER QUESTIONNAIRE

After collecting the data from 200 retailers, I found the following findingswhich I

observed during the survey:

Key Finding

According to analysis Salesman informed more about the promotional

schemes as compared to other.

Cash is more demanding item in market by outlets as because it gives them

a financial support to their business.

The outlets join the schemes to motivate themselves by getting high prize bycompany.

The distribution channel of coke is very poor in some of areas.

Other Findings.

Every retailer wants that vehicle should come in the morning so that they will keep the bottles in

the fridge as soon as possible.

1. Marketing elements attract consumers.

2. The profit margin on coke is less than Pepsi.

3. Some shopkeepers do not get scheme on time.

4. Majority of retailers is asking about Boards, Openers & Counters.

5. The frequent buyers are adults.

6. Packaging attracts customers.

9. The demand of Thums up, Sprite and Maaza is more than other coke products.

10. The demand of colas is very high in summer.


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RESULT OF INTERPRETATION

Many retailers joined the schemes to get something back from the coke.

This provides to be a motivating factor for them.

As the figures say that short terms schemes for 6 month gives more time

to outlet to achieve their target.

86%retailers said that companys scheme was beneficiary for them.

84% retailers joined to use cases at front of their shops.


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SWOT ANALYSIS

The Coca-Cola Company (Coca-Cola) is a leading manufacturer, distributor andmarketer of Non-alcoholic beverage concentrates and syrups, in the world. Coca-

Cola has a strong brand name and brand portfolio. Business-Week and Inter brand,a branding consultancy, recognize Coca-Cola as one of the leading brands in theirtop 100 global brands ranking in 2006. The Business Week-Interbred valued Coca-Cola at $67,000 million in 2006. Coca-Cola ranks well ahead of its closecompetitor Pepsi which has a ranking of 22 having a brand value of $12,690million The Companys strong brand value facilitates customer recall and allowsCoca-Cola to penetrate markets. However, the company is threatened by intensecompetition which could have an adverse impact on the companys market share.

Strength

Coca-Cola has strong brand recognitionacross the globe. The company has aleading brand value and a strong brandportfolio. Business-Week and Inter brand,a branding consultancy, recognize. Coca-Cola as one of the leading brands in their

top 100 global brands ranking in 2006.TheBusiness Week-Inter brand valued Coca-Cola at $67,000 million in 2006. Coca-

Cola ranks well ahead of its close competitor Pepsi which has a ranking of 22having a brand value of $12,690 million urthermore, Coca-Cola owns a largeportfolio of product brands. The companyowns four of the top five soft drink brands in the world: Coca-Cola, Diet Coke,Sprite and Fanta. Strong brands allow the company to introduce brand extensionssuch as Vanilla Coke, Cherry Coke and Coke with Lemon. Over the years, thecompany has made large investments in brand promotions. Consequently, Coca-cola is one of the best recognized global brands. The companys strong brand valuefacilitates customer recall and allows Coca-Cola to penetrate new markets andconsolidate existing ones.


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Large scale productions

With revenues in excess of $24 billion Coca-Cola has a large scale of operation.Coca-Cola is the largest manufacturer, distributor and marketer of nonalcoholic

beverage concentrates and syrups in the world. Coco-Cola is selling trademarkedbeverage products since the year 1886 in the US. The company currently sells itsproducts in more than 200 countries. Of the approximately 52billion beverageservings of all types consumed worldwide every day, beverages bearingtrademarks owned by or licensed to Coca-Cola account for more than 1.4 billion.The companys operations are supported by a strong infrastructure across theworld. Coca-Cola owns and operates 32 principal beverage concentrates and/orsyrup manufacturing plants locatedThroughout the world. In addition, it owns or has interest in 37 operations with 95principal beverage bottling and canning plants located outside the US. The

company also owns bottled water production and still beverage facilities as well asa facility that manufactures juice concentrates. The companys large scale ofoperation allows it to feed upcoming markets with relative ease and enhances itsrevenue generation capacity.

Robust revenue growth in three segments

Coca-colas revenues recorded a double digit growth, in three operating segments.These three segments are Latin America, East, South Asia, and Pacific Rim and

Bottling investments. Revenues from Latin America grew by 20.4% during fiscal2006, over 2005. During the same period, revenues from East, South Asia, andPacific Rim grew by 10.6% while revenues from the bottling investments segment

by 19.9%. Together, the three segments of Latin America, East, South Asia, andPacific Rim and bottling investments, accounted for 34.8% of total revenuesduring fiscal 2006. Robust revenues growth rates in these segments contributed totop-line growth for Coca-Cola during 2006.


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Weakness

Negative publicity

The company received negative publicity in India during September 2006.TheCompany was accused by the Center for Science and Environment (CSE) ofselling products containing pesticide residues. Coca-Cola products sold in andaround the Indian national capital region contained a hazardous pesticide residue.These pesticides included chemicals which could cause cancers, damage thenervous and reproductive systems and reduce bone mineral density. Such negative

publicity could adversely impact the companys brand image and the demand forCoca-Cola products. This could also have an adverse impact on the companysgrowth prospects in the international markets.

Sluggish performance in North America

Coca-Colas performance in North America was far from robust. North America is

Coca-Cola score market generating about 30% of total revenues during fiscal

2006. Therefore, a strong performance in North America is important for the

company.

North America the sale of unit cases did not record any growth. Unit case retail

volume in North America decreased 1% primarily due to weak sparkling beverage

trends in the second half of 2006 and decline in the warehouse-delivered water and


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juice businesses. Moreover, the company also expects performance in North

America to be weak during 2007.

Sluggish performance in North America could impact the companys future growth

prospects and prevent Coca-Cola from recording a more robust top-line growth.

Decline in cash from operating activities

The companys cash flow from operating activities declined during fiscal 2006.

Cash flows from Operating activities decreased 7% in 2006 compared to 2005. Net

cash provided by operating Activities reached $5,957 million in 2006, from $6,423

million in 2005. Coca-Colas cash flows, from operating activities in 2006 also

decreased compared with 2005 as a result of a contribution, of approximately $216

million to a tax-qualified trust to fund retiree medical benefits. The decrease was

also the result of certain marketing accruals recorded in 2005.

Decline in cash from operating activities reduces availability of funds for the

companys investing and financing activities, which, in turn, increases the

companys exposure to debt markets and fluctuating interest rates.


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Opportunities

Acquisitions

For the last one year, Coca-Cola has been aggressively adopting the inorganic

growth path. During 2006, its acquisitions included Kerry Beverages, (KBL),

which was subsequently, reappointed Coca-Cola China Industries (CCCIL). Coca-

Cola acquired a controlling share holding KBL, its bottling joint venture with the

Kerry Group, in Hong Kong. The acquisition extended Coca-Colas control over

manufacturing and distribution joint ventures in nine Chinese provinces. In

Germany the company acquired Apollinaire which sells sparkling and still mineral

water in Germany. Coca-Cola has also acquired a 100% interest in TJC Holdings, a

bottling company in South Africa. Coca-Cola also made acquisitions in Australia

and New Zealand during 2006.These acquisitions strengthened Coca-Colas

international operations. These also give Coca-Cola an opportunity for growth,

through new product launch or greater penetration of existing markets. Stronger

international operations increase the companys capacity to penetrate internationalmarkets and also gives it an opportunity to diversity its revenue stream.


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Threats

Intense competition Coca-Cola competes in the nonalcoholic beverages segment of

the commercial beverages industry. The company faces intense competition in

various markets from regional as well as global players. Also, the company faces

competition from various nonalcoholic sparkling beverages including juices and

nectars and fruit drinks. In many of the countries in which Coca-Cola operates,

including the US, PepsiCo is one of the companys primary competitors. Other

significant competitors include Nestle, Cadbury Schweppes, Grope DANONE and

Kraft Foods. Competitive factors impacting the companys business include

pricing, advertising, sales promotion programs, product innovation, and brand andtrademark development and protection. Intense competition could im

Documents

Coke Peoject Report